2023 is a big year for Artificial Intelligence (AI), given ChatGPT and other machine learning tools are gaining exponential interest. The reason behind this sudden surge in the public interest is, of course, the exciting possibilities these tools bring to the table.
Take ChatGPT, for instance; this fascinating AI tool can retrieve information and hold a conversation in a nearly human way. In fact, search engine optimizers have started using it for a wide range of functionalities, including –
- Written content creation
- Keyword research and analysis
- To understand the search intent
- To produce compelling titles
- Generate and manage analytics reports, and so on
Pretty impressive, right?
ChatGPT takes a few minutes to generate compelling articles and blogs that might take hours for even an advanced writer to complete (research, drafting, editing and proofreading included).
But, as great as ChatGPT sounds, keep in mind it still comprises a few serious limitations.
So, before you proceed to rely on ChatGPT as your go-to content-producing buddy, ensure that you are aware of its pros and cons, too.
Top things ChatGPT is good at –
Here are some pros of ChatGPT that make it a go-to choice for search engine optimizers.
1- Efficient and quick with research
The way ChatGPT works is quite magical to look at. All you need to do is type your query, wait for a few seconds so it can process your query and watch it quickly, pulling a number of facts that it finds relevant.
The best thing is that most of the sentences AI produces are easy to read and understand.
So, ChatGPT can be an excellent tool to accumulate a ton of information and research in an easy-to-understand format, which you can further utilize for your larger projects.
2- Great for getting started
If you are a writer or know someone who writes, you must be aware of the term “writer’s block.” It is quite common and most frustrating.
No matter how advanced a writer is, he/she is bound to experience writer’s block, thereby wasting hours without any successful outcomes.
With ChatGPT, you can put an end to that.
Since this software is aware of how to draft complete sentences and paragraphs, it is capable of quickly pumping out an efficient framework for the article.
Of course, the content generated by ChatGPT will require some editorial hands, but the information it pulls can help you get started.
3- Assists with new ideas
How often do you run out of ideas? Do you find yourself in an emotional dilemma every time you are required to choose a topic for your next article? Fret not because you aren’t alone.
Fortunately, ChatGPT proves a boon here. It is a great source for generating new ideas. For instance, type “top blog ideas for content marketing industry,” and watch the AI spit out exactly 10 ideas for you in less than a minute.
You can easily use ChatGPT as your go-to brainstorming tool, thereby eliminating any delays due to confusion in finding a relevant yet trendy topic.
4- Easy to customize and personalize
Did you know you can programme ChatGPT to produce content according to specific parameters, including content style, tone and target audience?
This impressive feature makes it easy for organisations, irrespective of their niche, to use ChatGPT as their go-to content-generating buddy. Not only can you produce content that resonates with your target audience, but it assists with meeting your goals and objectives, too.
And we all know that customized and personalized content can boost both customer engagement rate and conversion rates significantly.
5- Improved content consistency
Retaining consistency is one of the toughest jobs. But, it is imperative as it helps the customers relate and engage with the brand well.
ChatGPT can be easily programmed to produce content that has a consistent tone and style, thereby boosting the overall impact, quality and effectiveness of the campaign.
If you struggle to maintain consistency when producing content, ChatGPT can prove to be a great assistant.
6- Still learning yet improving quickly
The current ChatGPT model has a handful of limitations that prevents it from offering excellent outcomes. But the good news is that it is learning and improving on a regular basis and that too at a rapid pace.
And as this language model expands, it will learn more information and new things, becoming highly efficient. With more use, ChatGPT ends up becoming more adept, even for complicated usage.
Top shortcomings of ChatGPT
Despite ChatGPT’s exceptional capabilities, it still features a few shortcomings that prevent it from being as reliable as a human content writer.
1- SEO limitations
End of the day, ChatGPT is a machine that is still in its learning phase. Hence, expecting it to deliver exceptional outcomes is just absurd. Also, if you fail to instruct it your needs precisely, it won’t deliver your expectations.
For instance, simply typing “I want a blog with a (specific long-tailed keyword) on content writing,” will not result in a blog that features the said keyword. But, if you suggest how many times you want the keyword to appear and other details, then you might notice the AI working on it effectively.
So, if you wish to use ChatGPT for SEO purposes, you will require to comprehend how to use the program for what you want.
Also, don’t expect the AI to incorporate subheadings, videos and pictures in the article. You will need to do that manually.
Of course, these features may arrive sooner or later in the tool, but their absence is what prevents people from using ChatGPT for SEO purposes.
2- Tone and thought leadership limitations
As a brand, you might have a voice and tone. Well, ChatGPT, being an AI, lacks the same.
If you use ChatGPT to write the content haphazardly for your brand, then you will eventually lose the voice you have created over the years. Also, even if you ask the chatbot to be endearing, authoritative or silly, the end result will not match what you expect.
Another thing about ChatGPT is that it can never replace the thought leadership of a human.
And as a brand that wishes to distinguish itself from competitors, it might be a huge deal for you.
Consider looking at ChatGPT as a bigger picture, then compress your thoughts into a concise and clear analysis.
If you are someone that leans towards storytelling and personal experience, then you may find it hard to squeeze originality from a bot like ChatGPT.
3- Potentially biased
AI tools like ChatGPT get trained on large datasets. And these datasets can comprise inaccuracies and biases.
This means the content ChatGPT creates may not resonate with your target audience or may result in creating harmful stereotypes.
Keep in mind most of the information and data that are out there were once created by humans based on their imperfections and biases. And this data and information are exactly what tools like ChatGPT are getting trained from.
4- Results in content dump
If everyone in this world starts using automatic tools to generate content, we might end up reaching a point where differentiating may become challenging, or we might lose control of that differentiation. This could result in the marketing creativity’s homogenization. Although we have no certain answer for such a thought process, it certainly feels like a risk we are taking to save a few minutes and effort.
5- Measuring success is difficult
ChatGPT and other AI tools do not have the ability to measure the success of the content they produce like human writers.
Maybe this might change down the line as marketing analytics data get fed back into these advanced tools.
6- Lack of creativity
Even though ChatGPT and its similar counterparts are capable of generating huge amounts of data in just a few seconds, they lack the creativity a normal human being has.
If you read content produced by AI, you will notice that they are typically formulaic and even lack the unique insights and perspective that human writers are capable of bringing to the table.
7- Copyright infringement
Chatbots produce content based on the data it has been fed (perhaps other content creators’ data is included in that dataset, too).
This is one of the reasons why Google has warned publishers from using automatically generated content. It has, in fact, mentioned penalizing content and possible suspension. Google considers AI-generated content as “spammy and invaluable.”
Wrapping things up!
As per our research, we think that ChatGPT can prove to be a valuable asset for an organization that wishes to generate more content for marketing campaigns. But, the way ChatGPT operates currently, it isn’t smart to rely on its content as-is. The involvement of human writers in fact-checking is imperative. Of course, it can be used as an assistive tool in content creation, but expecting it to produce high-quality content is certainly absurd.
In short, a combination of humans and AI is key for striking a balance between accuracy, creativity and efficiency, thereby making the marketing campaigns effective and impactful.