The Impact of ChatGPT on Marketing – Part 3
When it comes to content creation, many have likened the advent of ChatGPT to the advent of the printing press. Many believed it would put printers out of business, but it didn’t, rather, the printing press enabled printers to work faster, more efficiently and at a lower cost.
With that in mind, here are some ways the experts anticipate ChatGPT will impact content marketing.
How ChatGPT will impact content marketing
Here are some specific ways experts predict ChatGPT will impact content marketing.
While marketers may struggle to come up with ideas and keywords on their own—and therefore miss out on traffic and leads from resulting content—ChatGPT is a useful tool for brainstorming new topics, as well as gathering data, in addition, ChatGPT can identify gaps in existing content.
Trawling through pages of information is time-consuming. typing in a subject, some key points and facts, and ChatGPT bringing up all the information needed is an enourmopus time-saver.
However, it’s important to fact-check ChatGPT as the information is not going to be the most up-to-date. ChatGPT and other AI tools should be used as a starting point to build on.
Publish content faster
ChatGPT can help marketers generate content ideas quickly and efficiently. This runs the gamut from social media updates to product descriptions and email newsletters—and all in a matter of seconds.
ChatGPT’s consolidated responses and speed are a real advantage when it comes to creating helpful content in a more efficient way. ChatGPT can also quickly create content tailored to specific audiences.
By feeding ChatGPT with information about a target audience or customer segment, it can generate content that is more relevant and engaging to that specific group, and, by using ChatGPT for content, brands can maintain a more consistent publishing schedule—and establish themselves as thought leaders.
Use the right prompts
The key is using the right ChatGPT prompts – users must follow a process much like optimizing for search results.
What’s important is to instruct ChatGPT to produce the content in the correct voice and writing style based on the brand and messaging. Many new ChatGPT users just request this type of information with, for example, ‘Write a social media post about ____________.’ While the content may be accurate, it may not align with how you want your brand to be perceived in the marketplace.
Be aware of the challenges
Another important takeaway is to adopt ideas from ChatGPT—but not copy and paste them. That’s because ChatGPT may provide the same information to other users, which could result in plagiarism or copyright issues. In addition, users must always double-check ChatCPT-generated facts with reliable sources.
It’s important to note ChatGPT is still a machine learning model, so human oversight and editing are still crucial to ensure the generated content is accurate, appropriate, and consistent with a brand’s voice and values. There are no guarantees ChatGPT-generated answers do not include factual errors. It’s not a problem when you ask what cake recipe tastes better, but the issue becomes critical when one of the recipes contains rat poison instead of sugar. That means websites with proven information users can trust will be rewarded by search engines.
Support human writers.
There’s also the issue of whether ChatGPT will eventually replace human writers. The prevailing wisdom, however, seems to be to treat ChatGPT as a companion tool.
While too much automation can weaken the human touch that attracts customers, cleverly incorporating it into an overall marketing strategy stands to pay dividends and distinguish brands from their competition.
Marketers have the exciting opportunity to unlock AI’s potential, but understanding what works best requires striking a balance between utilizing technology and allowing human ingenuity to take centerstage.
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