Everyone can write, right? Even computers can do it (note the irony). With the rise of AI systems such as ChatGPT it’s easy to think content creation is easy, something that can be ticked off the list in a minute or two. But is this really the case? Let’s zoom in on the future of content marketing.
The Rise of AI in Content Marketing
Firstly, let’s address the elephant in the room – ChatGPT. This free-to-use AI system can produce articles in seconds and can help writers with content ideas, headers, article structure and other important writing details. It should not be feared or wrestled with. But both writers and brands looking for quality content must understand its limits.
Why NOT to Rely on ChatGPT for Content Creation
ChatGPT is yet another AI system threatening to ‘take over the world’. We laugh. But on a serious note it can look like an attractive tool for brands looking to cut costs and generate their own quick-fire content. Relying on such a system alone, however, has many pitfalls. After all:
- ChatGPT Articles are Short and Basic
Go ahead, open ChatGPT for yourself and type in an article title. Voila. You’ll get a well-written piece of content. But it’ll be relatively short depending on the topic and often pretty basic. There’s also a high chance that it’ll look very similar to other pieces of content on the web and have very little personality. This is because ChatGPT creates new text based on the data loads it has been trained on. It’s literally unable to put its own unique spin on an idea and simply regurgitates what it has learnt. OK, so this isn’t plagiarising in the sense of copying and pasting from others, but it’s hardly ground-breaking – and you can forget thought leadership.
It’s also worth keeping in mind that anyone typing in similar article titles to ChatGPT (if not the same titles) will get very similar responses from the system. Again, this is because ChatGPT only knows so much. And while it’s been trained on huge data sets, there are still limits, especially when the topic is narrow or niche. So if you rely solely on ChatGPT, you can expect your content to look a lot like other brands doing the same. And that’s really not cool.
- ChatGPT Articles Lack Human Emotion
It’s easy for a well-trained eye to spot ChatGPT content. AI content pieces are to-the-point and lack any kind of humour or human emotion. This is problematic for brands in many ways as it makes it harder for them to connect to their target audience. People don’t want to read dry, generic and purely factual content. They want storytelling, magic and charisma. They want to hear about your goals and missions. They want behind the scenes insights and they want the highs and lows of your journey. This is something an AI is simply not capable of – yet.
- ChatGPT Can Compromise Compliance
Compliance is hugely important in industries such as finance. But ChatGPT doesn’t produce content with a specific sector in mind. It’ll simply search its data set for things it has seen in the past and regurgitate the information. This type of content could put your company at risk. Clickbait titles, for instance, can go against financial marketing regulations. These state that financial marketing content must be ‘clear, fair and not misleading.’ The content itself might also include out of date information, inaccuracies or a bias slant.
If you’re looking for unique, carefully crafted content for your brand that isn’t simply a mashup of other parts of the web, contact Minerva Creative today.