Kate Andersen Kate Andersen   |   02.27.23   |   6 min
Kate Andersen Kate Andersen   |   02.27.23   |   6 min

ChatGPT Can Write Your Marketing Content. But Should It?

We probably don't have to tell you that ChatGPT is dominating conversations around online content. This rather new AI technology has created quite the buzz - and for a good reason. ChatGPT had more than 1 million users in its first five days after launch and has been dubbed "scary good" by practically everyone who's dabbled with it. Actor and business entrepreneur Ryan Reynolds even used it to write one of his latest Mint Mobile commercials and described it as "mildly terrifying" because of how well it performed. 

With so much hubbub around ChatGPT and similar counterparts such as Jasper, Bard, ChatSonic, and OpenAI Playground, we thought it would be worth a quick overview of what it is, the risks & rewards of using AI-powered chatbots for your marketing content, and ways you can (and should) take advantage of this incredible advancement in technology.

What Exactly is ChatGPT?

ChatGPT is a natural language processing tool driven by AI technology. It allows you to have human-like conversations with a chatbot. The language model can not only answer questions but also assist with tasks such as composing emails, essays, blog posts, and other forms of content. 

The concept of ChatGPT isn't entirely new. Services like Siri, Alexa, and even Google Assistant perform similarly. You ask them a question, and they provide an answer based on their database. The biggest difference is ChatGPT not only gathers data from crawling the web but also dissects the data and provides a solution to more complicated answers. In essence, it's the next evolution of Siri and Alexa. The data sources are pretty much the same, but the data is processed and comprehended, giving you higher-quality answers.

The Risks & Rewards of AI Bots

We love quality shortcuts like the best of them. Command-Z, voice memos, Chrome extensions, and Grammarly are definitely on the highlight reel. These tools make it quick and easy to accomplish tasks and save the day. We'd also put Modular Orange on the list. Our team created this platform as a way to build custom websites that are faster, easier to use, and more affordable for businesses. It's pretty slick.

Regarding AI bots, ChatGPT can be a great shortcut for marketing - and it's highly accessible. It's currently open to the public and free of charge because it's still considered in its research and feedback-collection phase. As of Feb. 1, there is a paid subscription called ChatGPT Plus. It's only $20/mo and promises better access during peak times, faster responses, and priority access to new features and improvements.

When it comes to the risks of using AI bots, you just want to be careful with your intention behind it and how much trust you put into the query results. As it stands today, AI technology fails to replicate the human element, which is essential for marketing. You still have to intervene and enhance the content with your brand's voice and tone. And when it comes to intention, if you want ChatGPT to be a faster, cheaper way to generate tons of content for SEO purposes, it probably won't live up to your expectations.

More Content Isn't Necessarily Better Content

Pumping out hundreds of bot-authored articles won't generate a ton of traffic for your site. For one, search engines already have enough solid results to choose from, and they're really good at drowning out the noise. So, while you can easily target more keywords with more content, publishing quality content with backlinks will always rank higher. You simply won't rank well unless your content is amazing and people link to it and share it. In other words, you can't cheat the system, and honestly, that's a good thing.

Artificial Content Isn't Human Content

As we mentioned earlier, AI fails to replicate a warm conversation with meaning beyond factual data. You need a human touch to make your content sound real. You also need someone to review for accuracy and grammatical errors. Even tools like Grammarly aren't perfect when it comes to making suggestions. And, you've probably experienced searches on Google that didn't quite give you the answers you were looking for. The same is true for ChatGPT. It has its limitations. 

This includes the inability to answer questions that are worded in a specific way. You may be required to reword your query several different times in order for the bot to understand the input question. A bigger limitation is a lack of quality responses, which can sometimes sound like plausible answers but they make no practical sense or they're way too wordy. Instead of asking for clarification, ChatGPT will take a guess at what your question means, which can lead to unintended responses to questions. 

So, while AI tools can initially save time when it comes to writing blog articles, social content, etc., they still require human intervention before you hit ‘publish.'

How to Best Use AI-Powered Technology for Content

As a rule of thumb, there are a few instances where you shouldn't lean on AI for answers. This includes writing an opinion piece or when someone is paying you to write the content. This gets into a territory of being unethical. Always keep things on the up-and-up, which is good for the soul - and your sleep. Here are four better ways to consider using ChatGPT technology: 

1. Research Assistant. You can use ChatGPT as an aggregator to gather great information from across the web. Because it can dissect and comprehend data, it can be more reliable than a Google search. So, type a series of questions, asking in various ways, and you could generate some solid talking points for your next blog post, article, or even product copy.

2. Brainstorm Buddy. If you need to brainstorm blog topics or social post ideas, head to ChatGPT for inspiration. Keep in mind, the way you ask questions can make a huge difference in the type of content ChatGPT will generate. For instance, instead of asking, "what are good blog topics for real estate, " try asking, "what are the top ten reasons why people buy a new home." This would be a more productive way to generate a great list of ideas.

3. Thought Starter. Whether you call it writer's block or blank-page anxiety, many of us have experienced this phenomenon at some point. Even if your mind is buzzing with ideas, actually putting them down in words can seem utterly overwhelming. The next time you have this sinking feeling or sense avoidant behavior when it comes to your next writing assignment, see what you can generate with ChatGPT. Use this as a way to hit the ground running, and make it ‘yours' from there.

4. Brain Break. Sometimes you just need a fun little break in the day. Allow ChatGPT to provide free entertainment for you and your peers. Ask it to write a rap song, provide a recipe, name your next child, write a movie plot, or brainstorm your next side hustle. You never know where the next million-dollar idea will come from. 

Hopefully, you found this article helpful. It was 100% written by a human - and with the intention of providing a healthy perspective on this new technology. As tempting as it may be to have a computer generate all your marketing content (and for free), we encourage you to take our message to heart. The very best content that generates results will always come from people, for people. That's how you win in the long run. 

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Kate Andersen
Kate Andersen: Kate is a creative leader with a talent for writing and passion for helping companies grow. She has spent more than 20 years in advertising helping some of the world's best-known brands. She has an in-depth understanding of how to connect with customers and build loyalty in today's ever-changing digital landscape.