Chat GPT in the Digital Marketing Space
Unless you’ve been completely unplugged from the online world, you’ve likely heard that Artificial Intelligence or AI is taking over the digital landscape. AI is a hot topic right now and its uses cover everything from content writing to voice recognition, and even creative pieces like photography.
What is Artificial Intelligence?
At its core, AI is any type of system that uses machine learning to produce an outcome. It’s a simulation of human knowledge or activity. A popular AI product sweeping the digital marketing landscape is ChatGPT and similar content writing generators. It is widely being used to create copy needed for captions, reports, blogs, resumes, letters, and so much more.
To use ChatGPT, a user enters prompts into the chat box - write a
300-word blog about x topic. The AI software may ask a couple of questions to clarify the directions required. The more specific you are, the more accurately the program can write the content. It can even incorporate SEO keywords and take into consideration the type of audience you want to target. When the process is complete, the program will provide a fully developed piece of content within the parameters requested.
Benefits of Using AI for Content Writing
The answer here is fairly obvious. ChatGPT and other AI softwares can save a lot of time. It can take the upfront work out of writing content for your brand. It’s a great place to start if you are experiencing writers’ block and need some inspiration, or are looking for the foundation of a piece of writing. The software is efficient, versatile and can even support learning for content writers due to its high-quality grammar and well-structured writing.
When we use ChatGPT
- When we need prompts for social media captions or blog posts
- Finding hashtags related to a concept or idea
- Developing keywords for particular demographics or topics
- Creating outlines for blogs and other pieces of content
Downfalls of Using AI for Content Writing
While ChatGPT and other AI softwares are beneficial tools, there are a few downsides to using them. If you’re Canadian, a lot of the copy produced by ChatGPT is in American English. That means you have to watch out for spelling.
AI software is also limited to what the technology has learned itself. You could be writing a blog and while the information sounds factual and authoritative, it could be completely wrong. In fact, OpenAI, the parent company of ChatGPT, warns that this is possible. There is also potential for the information to be misleading or outdated depending on the knowledge of the AI.
And we can’t forget that AI software doesn’t have the ability to place copy in context, meaning the content is very likely NOT in the tone of your brand. You’ve spent time building up your brand voice and developing a relationship with your audience based on who you are. By replacing your content writing with AI-generated content, you risk losing your brand voice, and an over reliance on the technology could make it harder for you to develop content yourself in the future.
How Should You Use AI?
AI software like ChatGPT should be used as a supplement to your content writing rather than a replacement. If you are going to use AI, it’s important to be as specific as possible. The software can only produce based on the information you put into it.
Ineffective input: Write a caption about how social media can be effective
Effective input: Write an Instagram caption (50-60 words) about how social media can be effective for your brand. Target women who are business owners in their
30s using keywords such as “social media, Instagram, social media marketing”.
Will You Use AI?
ChatGPT and other AI copy softwares are powerful language tools. They can assist digital marketing experts in their tasks by developing ideas and the starting point of content writing quickly and efficiently. And, while the technology is always learning and developing, it’s important to note that for the foreseeable future, Chat GPT and similar AIs can’t replace the human touch. Effective digital marketing still requires human thought for understanding, creativity, emotional intelligence and authenticity which are crucial for making real connections and growing your brand online.
