ChatGPT, an AI-powered chatbot, is being touted as a possible replacement for content writers, but according to a report in Forbes, the chatbot has its limitations. While it can answer questions in a conversational manner, it cannot replace the creativity of a human writer, although it can be used to support content production for businesses.Anyone who has used ChatGPT has been amazed by how it can “talk” to them. This AI-powered chatbot can give answers to any question it is asked. And, it does it in a conversational way.
On the face of it, the answers look and sound original. That means if one were to give it a topic, the answer could easily be used as an article.
In fact, one of the jobs it is supposed to “steal” is that of the content writer. The argument is, why should anyone pay for writers when ChatGPT can do the same thing faster and for a much lower cost?
Can ChatGPT Replace Content Writers?
And, everyone knows that SEO content can be difficult for businesses, especially IT businesses. In fact, IT marketing agencies, like Geeky Tech, are inundated with clients who don’t know what sort of content will work best for them.
Would ChatGPT make things easier for such companies?
Well, the honest answer is, the chatbot cannot replace a human writer. It can’t come up with original ideas. And, it can only regurgitate information that is already published on the web.
So, no, if a company relies solely on ChatGPT for writing content, it will soon realise the content quality is not quite adequate.
(In some cases, the information it generates might even be wrong.)
However, the tool can be used as a tool in an organisation’s marketing efforts. The Entrepreneur lists three ways in which ChatGPT can be used to support a business’s content production.
Three Ways in Which ChatGPT Could Support a Business’s Marketing Content
According to the article, whilst there are limitations to what ChatGPT can do, the one thing it can do really well is respond to questions (or prompts) in a natural, human-like, way.
The other thing it can do well is analysing information provided to give the prompter a reasoned response.
With these traits in mind, here’s how one can use ChatGPT in content production for their marketing.
1. Be Realistic With Expectations
It is easy to assume the answer generated by the AI is usable as SEO content in its original form.
However, as expressed earlier, regurgitated data, even if it sounds fresh, is neither original nor creative.
So, one needs to be realistic about the capabilities of the AI. It can’t offer creative thoughts but it can be used to kickstart the creative process.
2. Be Clear and Comprehensive With Your Input
It’s easy to fall into the trap of thinking the chatbot is a smart person.
It is not.
It is a computer—a smart computer capable of some form of learning, but a machine nonetheless.
As such, the concept of “Garbage In, Garbage Out”, or GIGO, applies to it as it does to any computer.
If marketers need a viable solution from ChatGPT, they would need to give it all the information. The article compares the chatbot to a freelance content writer.
The professional’s skill is writing, not expertise in the client’s business. If the company wants the writer to produce high-value content, they would need to provide them with the relevant information.
Detailed Prompts Are Important
To avoid incomplete or irrelevant output, one needs to ensure that the chatbot is provided with detailed prompts.
The tool requires not only the right data points but also the right questions.
That would mean the marketing team would need to do its due diligence when it comes to research. It would need to identify the questions the company’s audiences are asking and the points to cover before it can ask the chatbot to come up with the answer.
3. Use ChatGPT As a Starting Point
As would be obvious from the previous points, ChatGPT may not replace human writers, but it can help them get started on content.
Using the right prompts, the chatbot can help provide topic ideas and suggestions. It can also generate an outline for the kind of content marketers need to write.
At a stretch, the tool can be used to generate a first draft which is then heavily edited by a human writer.
In short, ChatGPT is not a hack that will help marketers get easy results. However, it is a powerful tool that, if used correctly, can help make content generation much easier.
Read more about how ChatGPT could be used for keyword research.
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