It’s hard for me to ignore a topic as disconcerting as the mass arrival of tools such as ChatGPT for content marketing, among others.
As a keen observer and user of marketing technologies, I have participated in the writing of over a thousand pieces of content. I quickly developed a great interest in Open AI’s artificial intelligence tool, ChatGP. And it has now been integrated into my content creation process and that of the team.
A powerful tool…
I’m really enjoying using it because I’m learning to work with a powerful tool that gives me a lot of insight into certain elements of my content creation process. Whether it’s for a website, an advertising campaign, a blog post, a publication, an automation process, industry-specific keywords, etc. ChatGPT allows me to move faster at certain stages of the content creation process. (And for every stage of the customer buying process), but it’s not (yet) able to stand alone.
ChatGPT allows me to go faster at certain stages of the content creation process (and for every stage of the customer buying process). But it’s not (yet) able to go it alone. It makes mistakes or produces information that may be false. Or copied from elsewhere on the Web or unsubstantiated, and it remains general in its responses. And he’s sorely lacking in style.
Ah! agorithms…
But ChatGPT’s natural language processing algorithms are trained to understand human syntax, tone and writing style. Which means that the results can be indistinguishable from those written by humans. However, if we look deeper, we can see some major shortcomings.
There are ways of countering these gaps for certain needs. Such as using data on customer preferences and behaviors. ChatGPT can then create more personalized messages that meet the specific needs of each segment.
We also need to work in layers to deepen the subject matter and teach the machine in the process. You have to work on each answer with a new question if you want to develop a subject rigorously, so that in the end it’s specialist content that generates value.
It’s also a good idea to compare the results with a parallel Google search to validate the information. Because the specialists, the “thought leaders”, publish on their sites, blogs, YouTube channels, LinkedIn, etc. And it’s they, among others, who feed these great linguistic models without being credited. And it’s they, among others, who feed these large linguistic models without being credited.
A pre-trained generative transforming tool
Its great strength lies in its ability to transform. With each conversation, the model improves, understanding queries better and becoming more precise in its responses. I’d say that to use an AI like ChatGPT, you need to have a good understanding of the subject of the content to be created, and know how to ask the tool questions. Developing this skill is an asset, if not a necessity!
You have to remain critical, eliminate any ambiguity. Put your hand to the grindstone, differentiate yourself from the crowd and don’t just be trendy. Because trendy content with no added value is a dime a dozen! We’ve been saturated with content since 2014, so can you imagine what it will be like in six months, a year?
The Wild West was nothing compared to what’s coming. So let’s be resilient. Learning to work with ChatGPT or another AI is the best option I see right now. AI is working at spectacular speed, developing at phenomenal speed too, and will enable experts to go deeper, faster!
The disadvantages of using ChatGPT in content marketing
But of course, there are drawbacks. One of the main challenges is to ensure that the content generated by ChatGPT is meaty. Sufficiently personalized to the target, and creates an interest to read on or take the person to the next step in the process where they are.
Brands, or users for that matter, need to strike the right balance between automation and authenticity, creating content that is informative, compelling and engaging, while standing out in the emerging content apocalypse.
SEO: question mark
There’s a big question mark over the future of traditional SEO right now. The problem with AI tools is that they give answers that seem plausible, even if they’re not always factually correct.
Some companies are working to improve the accuracy of these tools, but they still don’t offer links or calls to action, as a classic search engine would. No outbound links to other content, as is currently the case.
This is a serious problem for Google, as it will jeopardize its core business of displaying ads in search listings, which is the source of a significant proportion of its revenue. (Let’s see what #Bard will be like for Google).
It’s also a problem for us marketers. Because the text we publish on our blogs, for example, feeds into these large linguistic models without our being credited for it. These tools could therefore deprive us of a significant portion of our traffic coming from search without reference to our brand or our site, blog, etc.
See what Christopher S. Penn writes on the explosive use of ChatGPT, which could have a devastating effect on SEO and SEM.
When ChatGPT takes a critical look at its own performance
I also asked the AI to take a look at its own performance and write down what it considers to be its own shortcomings:
Lack of creativity: The content generated by ChatGPT is created by algorithms based on language models. Although the models are sophisticated, the content generated can lack creativity and originality. Marketers should be careful to use Chat GPT technology to generate ideas, but they should also strive to create unique and original content.
Lack of context: The algorithms used by ChatGPT may lack context and understanding of the real world. As a result, the content generated may seem inappropriate or ill-suited to certain situations. Marketers should therefore be aware of the limitations of Chat GPT technology and not use it as a substitute for human understanding of their target audience.
Security risks: ChatGPT algorithms are trained on large amounts of data, and can therefore potentially contain biases or errors. Marketers need to be careful to ensure that the data used to train the algorithms is accurate and representative of their target audience.
Lack of human interaction: Although ChatGPT can be used to create automated conversations, it can lack human interaction. Customers may prefer to interact with a human rather than an automated chatbot, especially when it comes to more complex questions or issues.”
Conclusion
Ultimately, the future of content marketing is likely to be a combination of human creation and artificial intelligence-based automation. Brands that can strike the right balance between the two will probably be the ones that succeed in standing out in an increasingly crowded market.
The (r)evolutions of ChatGPT are fast going. I predict that within three years, there will be experts who know how to use these language models to take them to an unprecedented level of autonomy.
If you’d like to chat with us, or if you have any comments or questions on this subject, we’d be delighted to hear from you. We continue to explore and use AI in content development (for all marketing) for ourselves and our customers.
