Can ChatGPT replace your marketing team?
Unless you've been living under a rock, you've probably heard about the rapid rise of OpenAI's ChatGPT and GPT-4, along with similar AI tools. These natural language processing tools have democratised AI content writing, but does that mean your content marketing team is obsolete now?
In short, no.
First and foremost, effective marketing goes beyond mere promotion. The traditional 4 P's of marketing include Promotion, but also encompass Product, Price, and Place. When these elements work in harmony, they deliver value to both customers and businesses.
However, the longer answer is that AI tools are likely to play a role in your customer communications, sales, and marketing strategies moving forward.
Let's delve into what ChatGPT and GPT-4 can bring to your marketing efforts.
What do we mean by AI content writing?
ChatGPT and the new generation of large language models (LLMs) are AI tools. They utilise a chatbot-style interface to answer questions, provide information, and, for our interest, generate simple or complex written content.
These LLMs have access to vast repositories of information, languages, and writing styles. By inputting a suitable prompt, you can instruct your AI tool to generate anything from a blog post to a business email, and you'll receive results in seconds.
This means you can quickly access well-written content and increase your content production speed.
Does AI content writing replace your content marketing team?
In essence, ChatGPT is a tool that facilitates content production but doesn't replace an experienced, professional marketing writer. While you will receive decent quality content, AI-generated content tends to be serviceable and generic rather than exciting and on-brand. What humans appreciate about human-created content is personality, imperfection, and uniqueness. Additionally, AI-generated content might contain inaccuracies and biases, despite appearing to understand the topic.
If you want your content to truly stand out, the output from ChatGPT will require editing and customisation to differentiate it in the vast sea of daily content.
A skilled marketing writer will:
1. Review ChatGPT's output and identify opportunities for content improvement.
2. Fact-check claims and incorporate statistics, quotes, and factual references for credibility.
3. Align the text with your brand's writing style and tone of voice.
4. Inject some human personality and make the content less generic.
ChatGPT won't single-handedly write your marketing content. It still necessitates your input and collaboration with your marketing team to generate themes and topics for your blogs, newsletters, and customer-facing advertisements. Nevertheless, AI content writing tools can serve as valuable productivity aids.
For instance, ChatGPT can:
1. Create blog outlines: ChatGPT can generate detailed blog outlines based on your chosen theme and prompt, saving you time in content ideation.
2. Craft sales emails: It can assist in drafting short, compelling 200-word sales emails tailored to specific audiences, though some tweaking may be required.
3. Summarise products: When provided with product or service links, ChatGPT can quickly summarise key features and customer benefits, facilitating the creation of product one-pagers and event flyers.
4. Generate web content: For website updates, ChatGPT can turn product summaries into engaging web copy, expediting the process.
5. Produce social media content: ChatGPT excels at generating social media content, tailored to platform character limits and SEO requirements, for promoting your blogs and web content.
Combining AI with a content marketing expert will supercharge your content production process. While AI can streamline and ensure consistency, innovative ideas still originate from human creativity, not algorithms.
One important note: ChatGPT is not confidential, and it may retain prompts in its history, so avoid sharing personal or sensitive information with it.