Is ChatGPT The Future Of Content Marketing?
There is no doubt that AI tools like ChatGPT are changing the future of content marketing, this post will explore the benefits and pitfalls for marketers.
ChatGPT is the talk of the town these days. From accurately correcting lengthy sections of code, to suggesting unique birthday party ideas, there seems to be no end to the AI-powered language model’s applications.
One of the more obvious use cases of this advanced AI technology lies in its ability to churn out vast amounts of content. And with more promising updates on the way, it is undeniable that the role of AI in content marketing shall be a crucial topic for the industry in 2023 and beyond.
Read on for a deeper look at the benefits and downsides of using ChatGPT in the context of content marketing, and how it is shaping the future of AI in this field.
How Does ChatGPT Help Content Marketing?
We wouldn’t be talking about ChatGPT as a revolutionary piece of technology if its current abilities weren’t impressive enough. ChatGPT’s capability to generate human-like language and learn from vast amounts of data has already made it a valuable tool in content creation.
However, while it is obvious that anyone can use ChatGPT to write an article, the world of content marketing can benefit in many other ways from the use of this advanced language model.
A prime example is the fact that ChatGPT can analyze a brand’s content and provide suggestions for improvement, such as optimizing headlines, improving readability, and identifying gaps in content coverage within any niche. On a similar note, companies can prompt ChatGPT to help them create content that resonates with their audience to drive more engagement.
ChatGPT also has the ability to understand a conversation and respond accordingly. This makes it an excellent tool for chatbots, another kind of AI-powered tool with wide-ranging use benefits. With chatbots becoming increasingly popular in customer service, brands can use ChatGPT to create their own chatbots that can handle a vast array of queries and provide responses that are on-brand and personalized for a specific target audience.
ChatGPT for Localization Purposes
Given that ChatGPT is able to understand natural language inputs and generate coherent responses, it can be effectively used by brands that want to expand their reach into new markets by way of localization.
ChatGPT can be used in several ways to aid the localization process. For example, it can be used to translate text into multiple languages quickly and accurately, as well as help with content creation and adaptation for different locales.
Additionally, ChatGPT can be used to provide customer support in multiple languages by using a chatbot powered by ChatGPT’s algorithms. This would enable companies to offer support to customers around the world in their native language, without the need for a large team of multilingual support agents.
Simply put, ChatGPT can become the ultimate guide to localization, helping businesses expand their reach into new markets and connect with customers around the world.
The Downsides of Using ChatGPT
While ChatGPT’s abilities are truly numerous and practical, their use has led to a sort of paradox. Namely, the value of content created by humans has increased because of its unique qualities that AI cannot replicate.
Knowing this, it is necessary to acknowledge that AI content creation has limitations in comparison to human-made content. While brands and marketers are now able to use AI to help them stay competitive in the sphere of content marketing, they need to be cautious and consider the risks of using it at the same time.
One major risk for content marketing comes from the implementation of AI detectors — algorithms designed to analyze content in search of markers of AI-generated outputs. Search engines such as Google are already using an AI detector to help rank websites in results pages, with original content naturally being favored. This is good news for real-life content creators and marketers everywhere, but it decreases the usage value of ChatGPT.
Another danger that comes with the proliferation of ChatGPT in content marketing is the spread of dangerous propaganda. One of the main disclaimers that the creators of this language model provide on its native web page is that it can sometimes produce inaccurate and downright harmful outputs. Without sufficient monitoring, chatbots harnessing the power of ChatGPT could potentially manipulate unsuspecting individuals into believing false information or adopting a specific viewpoint. This can severely harm any company’s brand reputation and image.
Why Is Human-Created Content Still Better?
Now that we have a better understanding of the risks associated with the use of ChatGPT in content marketing, here are some of the main ways that ChatGPT’s outputs are still lacking in comparison to non-AI-generated content:
- Human-created content is inherently more unique, as it is based on personal experiences, perspectives, know-how, and emotions. In contrast, current ChatGPT content marketing use cases have shown that, at the end of the day, it generates outputs only based on conclusions drawn from pre-programmed datasets. This means that it lacks the spontaneity and creativity of traditionally made content, which is what sets good quality content from mediocre types of content.
- The quality of human-created content is still much higher due to the real-world, up-to-date knowledge and research that goes into it. Of course, all human-created content can vary in quality, but the potential for a high-quality outcome is greater than with AI-generated content that often (especially with vague prompts) generates overly simplified outputs.
- Human-created content displays a deep understanding of context and subject matter that AI lacks. AI may have access to vast amounts of data, but it can’t understand the subtleties and nuances that come with being familiar with specific contexts, human experiences, and subject matter.
- Finally, human-created content has a specific purpose, such as entertainment or persuasion. In contrast, ChatGPT is primarily focused on generating text based on a given prompt or topic. This means that the content generated by ChatGPT is not necessarily tailored to specific purposes like entertainment, persuasion, or education.
Is ChatGPT the Future of AI in Content Marketing?
As the technology develops, we are bound to see ChatGPT being used in various strands of marketing, not just those related to content creation and distribution. They include market research, SEO and keyword analysis, and personalization. There is even potential for it in video game marketing, competition analysis, and sentiment analysis.
ChatGPT certainly is an advanced tool that is rapidly being added to many an expert’s marketing arsenal. However, the program still requires considerable monitoring, human input, and editing in order to end up with truly authentic and creative outputs.
Additionally, there are other AI technologies that are also advancing rapidly, such as natural language processing, machine learning, and deep learning, that can be used in content marketing to analyze data, generate insights, and personalization.
Knowing this, it may be more appropriate to say that we will be seeing more of a combination of AI technology (ChatGPT or otherwise) and human professionals when it comes to the production of quality content marketing campaigns and strategies.
While technological advancements in the field of AI are still underway, language models like ChatGPT still require human monitoring, curation, and editing to get the desired (quality of) results. The exclusive use of ChatGPT in content marketing is, therefore, ill-advised. However, it cannot be denied that it will have a huge impact on the future of AI as a tool in the sphere of content marketing on the whole.