AI tools, like ChatGPT, sent the world into a frenzy to kick off 2023. They quickly became a hot topic of conversation and are still creating plenty of controversies, specifically in the marketing industry.
Some business owners are looking forward to using AI to create cheap content.
Others are skeptical of the tool’s capabilities.
Many copywriters are fearful their jobs may be stolen by robots in the near future (😳).
Others are looking forward to leveraging the tools to help them improve their services.
At Full Stadium Marketing, we fall into the latter category. We see the usefulness and opportunities ChatGPT has created and are excited to use the tool to help us better serve our clients.
If you are interested in improving content marketing, contact our Full Stadium Marketing team!
Throughout the rest of the article, we’ll explain what ChatGPT is, what it means for the marketing industry, how we plan to use it to better serve our clients, and why the human element is essential for creating successful content.
What is ChatGPT?
ChatGPT is an extension of OpenAI and is being used for research purposes. It works by simply typing a command into the chat box. The AI tool will then create a response.
But don’t take my word for it. Here’s what ChatGPT said when I asked it to explain how to use ChatGPT.
“ChatGPT is a natural language processing (NLP) chatbot that can be used to generate creative conversations. To use ChatGPT, you first need to create an account. You will then be asked to provide some basic information such as your name, age, and a brief description of your interests. Once you have provided this information, you can start conversing with ChatGPT by entering a sentence or question into the chatbox. ChatGPT uses a combination of machine learning algorithms and natural language processing to generate conversations in natural-sounding English. You can use ChatGPT to have conversations about topics such as movies, books, music, and sports. You can also ask ChatGPT questions about general knowledge or its opinions on various topics.”
It’s a pretty cool tool. We recommend you try it out!
What Do AI Tools, Like ChatGPT, Mean for Marketers?
Now that we’ve explained what ChatGPT is, you’re probably wondering what this tool and other AI tools like it mean for marketers.
Well, the truth is, AI can create all of your marketing content – blogs, e-books, guides, social media posts, etc. In theory, this rids the need for human content writers. It’s a scary thought for so many who rely on writing words to generate their income, and in a way, it positions the tool as an enemy.
However, this is the wrong approach. AI tools like ChatGPT should be seen by marketers as exactly that…tools. AI is a good marketer’s friend, not their enemy.
How Can AI Help Marketers?
Just as construction workers need tools to do their jobs, so do marketers. When it’s used correctly, AI can be that tool.
Marketers can use it as an aid for content creation and view its results as a starting point rather than a final product.
Even though ChatGPT has only been around for a short while, our team at Full Stadium Marketing has already started using it as a tool to aid in content creation.
We’ve used it to
- Create a rough outline for blogs and articles
- Generate ideas for social media posts
- Provide ideas for website copy within a specific niche
Again, it’s important to remember that AI is a tool, not a finished product. The results ChatGPT creates shouldn’t be copied and pasted to your website, blog post, social media, or anywhere else for that matter.
The Human Element is Essential for Creating Successful Content
Using results from AI tools like ChatGPT eliminates the human element. It takes away all of the things that make good content successful.
For example, using the exact copy from ChatGPT eliminates empathy and authenticity, both of which are crucial for connecting with your target audience.
Incorporating the human element in your writing allows you to truly understand and speak to the pains of your ideal client. It also allows you to speak based on your own personal experiences which is incredibly impactful on readers.
While ChatGPT can talk to your ideal clients, it doesn’t have the capabilities to connect with your ideal clients.
Differentiation is also an important factor of good contact that ChatGPT lacks.
The results generated by AI are generic and a combination of all of the content created that relates to your command. This means the results from your command will look incredibly similar to the results of anyone else using the tool. Your content won’t stand out, which aside from ranking on search engines, should be your content’s primary goal.
Not only does the content AI tools, like ChatGPT, create lack originality, but it also negatively impacts your search engine rankings.
In August of 2022, Google released the Helpful Content Update. Here’s what Google had to say about the new update:
“Google Search is always working to better connect people to helpful information. To this end, we’re launching what we’re calling the “helpful content update” that’s part of a broader effort to ensure people see more original, helpful content written by people, for people, in search results.”
This means that Google is ranking original, human-created content and penalizing sites that use AI-created content.
If your goal is to generate organic traffic through search engines, copying and pasting results from ChatGPT is not the way to do it.
Finally, you have to take into account the concept of good vs great content. What is your standard when creating content?
AI tools, like ChatGPT, create content that is passable or good enough, but will that content move the needle? Will your readers care?
This content may get traffic, but does it create engagements? The point of content marketing is not to create “good enough” content, but to create excellent content that speaks specifically to issues that your audience cares about.
So, Where Do We Go From Here?
Marketers have no reason to see AI as an enemy. Instead, we should see it as a tool to help us create content.
AI tools like ChatGPT can serve as great idea generators, but their results shouldn’t be used as a final product because they lack the human element. Instead, good marketers will leverage AI to create successful content more efficiently.
At Full Stadium Marketing, we plan to continue using AI as a tool as it develops and evolves over time.
Reach out to us if you have any questions about how you can use AI to help with your business’s marketing!