If you work and play in the world of content marketing, the hot topic on everyone’s minds these days can be summarised in these two words:
Artificial Intelligence (AI).
More specifically, how to use AI writing tools to create content faster, easier, and with less effort involved.
But are AI writing tools really worth the hype and attention they’re receiving online?
And how can you use them to better support your own content marketing efforts?
To better understand how to use AI writing tools like Chat GPT, let’s talk about what Chat GPT is, how to use Chat GPT, and the pros and cons of having Chat GPT part of your content creation process.
Chat GPT (or Generative Pre-Trained Transformer if we wanna get fancy) is an AI-powered chatbot from OpenAI that takes large amounts of data found online to produce human-like responses based on user input.
Simply put– if you ask Chat GPT to write you a 4 paragraph essay on the pros and cons of using SEO for your business, it will generate exactly that.
It does this by gathering information already online, and rearranging it to create a natural sounding response.
What makes Chat GPT so popular when compared to other AI chatbots is its ability to develop content that actually sounds human, and carry on natural conversations when prompted, meaning it can create content as broad or specific as you want.
As the largest language model ever trained, Chat GPT has gained popularity in the content marketing space and is being used to generate:
Social media captions
Show notes for podcasts or YouTube videos
Pretty much anything you need to create content for!
So the question is… should you be using Chat GPT as a part of your own content marketing efforts?
As a business owner, you already understand the importance of creating valuable content on a regular basis. Good content helps you build authority, trust, and engagement with your ideal customers, making them more likely to buy from you.
But sometimes, writing blog posts, sending out weekly emails, and keeping up on EVERY social media platform can feel like a full-time job on top of running your actual business. It makes sense that you would look for tools that can help.
Chat GPT can help you create content by shortening the content writing process, leading to more productivity in your business as a whole.
Here are a few benefits of using Chat GPT for content creation…
Chat GPT uses prompt engineering to generate content, meaning you have to ask it a question to get the answer you’re looking for. Prompt engineering is a great tool for generating new content ideas when you just can’t think of what to post next.
For example, if I wanted to use Chat GPT to generate more content in my business, I could ask it questions like “can you tell me 5 reasons SEO is important in online business?” or “what are the most common mistakes business owners make with their SEO?”
The answers Chat GPT provides could spark a ton of creative ideas I can use for future blog posts, emails, social media posts, and even paid offers.
Because Chat GPT can generate entire blog posts from the prompts you provide, it’s a great place to start if you struggle with writer’s block.
And although we’ll discuss why you shouldn’t lean on AI to do ALL the heavy lifting, it can be useful for providing a starting point if those first few words just won’t come.
Keeping up with our earlier example, I could ask Chat GPT to generate a blog post for me based on the most common mistakes business owners make with their SEO. Once Chat GPT is finished, I could then go through and add my own opinion, experience, and brand voice to give the blog a more authentic and human touch.
Another benefit of using Chat GPT is its ability to streamline your content marketing efforts, saving you time to work on other things in your business. By creating a larger volume of content in a shorter amount of time, you can increase productivity AND consistency with your content marketing, providing more value for your ideal clients and getting better results for your business.
Aside from generating actual content ideas, Chat GPT can also edit your finished content by pointing out grammatical errors, misspellings, and structural issues. It can even give you pointers to improve your content’s readability, style, and tone of voice. The chatbot may offer suggestions for making your content more engaging, or even help you identify areas where your message is unclear.
This is a great tool to use if you struggle with organisation, being concise, and creating a consistent tone of voice.
Although the seemingly endless possibilities are leaving many content writers swooning at the knees, it’s important to see Chat GPT for what it is:
A tool, not a crutch.
Although Chat GPT is designed to generate human-like responses (to the point where it’s almost scary!), it still can’t 100% replace the real thing, humans talking and connecting with other humans. For that reason, you should never use AI generated content to completely replace your content marketing.
Here are a few disadvantages to consider while using Chat GPT:
No matter how specific you are with your questions, there is always a chance the information Chat GPT provides is inaccurate. I wouldn’t recommend using any factual based content taken from Chat GPT before fact checking it first. And because this chat bot doesn’t yet provide sources related to its responses, there’s no way to source content taken directly from Chat GPT.
Remember that part of your content’s job is to build authority in your industry. You are the expert at what you do, so make sure you aren’t using shortcuts that lead to inaccurate information finding its way to your customers.
Essentially, Chat GPT is just recycling what’s already on the internet, and rewording it to fit your specific inquiry. Because it uses online data to generate responses, there’s always a risk of plagiarism, especially when using it for things like essays, research papers, and case studies.
According to how Google ranks your content, the search engine prioritises content that is original, valuable, and engaging. Using AI writing tools like Chat GPT can take away from your content’s originality, meaning Google is less likely to rank it high in search engine results.
The biggest drawback of using Chat GPT as a crutch in your content marketing is its lack of human connection. After all, people’s buying habits are strongly linked to their emotions, not information. In order to create effective content that converts into sales, you need to communicate your brand’s unique perspective, opinion, and personality (and only you can do that).
There is a clear difference between the way humans speak, and the way AI generates language. This is especially true if your brand is known for having some pretty controversial takes. You can’t program Chat GPT to have an opinion, as it’s designed to offer neutral responses. If your business revolves around some emotionally charged issues, it’s up to you to write content that makes your stance clear.
AI writing tools like Chat GPT can be a great content marketing tool for your business toolkit. It can help you generate new content ideas, saving you time and improving your productivity, while also helping you overcome writer’s block.
However, it’s important to remember that the whole point of content marketing is to connect with your ideal clients and provide value. While Chat GPT can act as a great starting point, it cannot completely replace the fresh perspective and experience you bring as the business owner.
If reading this has you excited about finding more tools to improve your content marketing strategy, you’ll want to add my Converting Content With Confidence Workbook to the mix. Discover the secret to connecting with your audience, and finally gain the confidence you need to create content that CONVERTS into income.
This nine topic workbook will teach you how to actually build authority and trust in your industry so you can stop wasting time on content that isn’t bringing sales. Download the workbook here.
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