Summary
- ChatGPT has benefits for content marketing such as increased efficiency, personalization, 24/7 availability, and data collection.
- ChatGPT has drawbacks for content marketing such as lack of creativity and contextual understanding, limited emotional intelligence, and dependence on technology.
- There are also additional pitfalls to consider such as on-brand copy limitations, risky Google rankings, limited knowledge bank, bias concerns, and accuracy issues.
Chat-What?
Ever since ChatGPT stormed the internet in late 2022, the generative AI tool has been lauded as the next best thing in communication, whether it be deconstructing complex topics (like explaining a wormhole to a 5-year-old) or describing the absolutely ridiculous (such as the benefits of including glass in a well-balanced diet).
As a content marketing tool, ChatGPT can be useful for writing blog posts and creating emails, among other marketing materials. At the same time, the shortcomings should be enough to give business owners pause. Consider what ChatGPT’s developer OpenAI says about the limitations:
“ChatGPT sometimes writes plausible-sounding but incorrect or nonsensical answers.”
Yes, that’s definitely true (take another look at the benefits of including glass in a well-balanced diet).
To get a closer look at the pros and cons of ChatGPT for content writing, we decided to go directly to the source and ask the program itself:
Our prompt:
“Write a short description about the pros and cons of using ChatGPT for content marketing.”
The response:
“Using ChatGPT for content marketing can have its pros and cons. Some benefits include increased efficiency, personalization, 24/7 availability, and data collection. However, there are also some drawbacks, such as the lack of creativity and contextual understanding, limited emotional intelligence, and dependence on technology. Overall, businesses should carefully consider their specific needs and audience before deciding whether to use ChatGPT for content marketing.”
Let’s take ChatGPT’s response point-by-point and discuss how it can conflict with your business needs.
Benefits
Increased efficiency
Certainly, ChatGPT can create articles, social media posts, emails and other content pieces, but it doesn’t do the work independently. ChatGPT needs to be fed the correct information before creating any automated content. ChatGPT is only as good as the person providing the information.
Personalization
ChatGPT states it can create customized client messaging based on demographics, interests and behavior. However, the messaging lacks depth and quality since the AI can’t provide originality, industry-specific insights and on-brand facts.
24/7 availability
ChatGPT is available around the clock, so companies that use an AI-powered chatbot can utilize machine learning for customer support. But since ChatGPT’s responses can be misleading and inaccurate, companies also risk providing customers with the wrong information.
Data collection
ChatGPT analyzes chatbot conversations to collect customer data, including demographics, purchasing history and general interests. Companies using the AI platform should be cautious about collecting private information.
Drawbacks
Lack of creativity and contextual understanding
ChatGPT lacks the emotional depth, breadth, insight and originality that only comes from a human touch. Since ChatGPT’s writing is mostly uninspired, flat and formulaic, customers may view any associated brand as such.
Limited emotional intelligence
ChatGPT cannot understand the nuances of language and emotions. The detachment may reflect negatively on a brand’s reputation and customer relations.
Dependence on technology
ChatGPT depends on machine learning algorithms and AI so any interruption would limit responses. The platform is also susceptible to software bugs, network outages and hardware failures.
On-brand copy and brand voice limitations
ChatGPT cannot mimic an established brand voice.
Risky Google rankings
Google made it clear that text generated to manipulate search rankings is against guidelines.
Limited knowledge bank
ChatGPT was trained on data up to mid-2021, so the AI has only limited knowledge of facts.
Wordy
ChatGPT provides lengthy answers that need more substance.
Bias concerns
ChatGPT said it is actively repairing the AI’s tendencies towards biases.
Accuracy
OpenAI’s warnings against ChatGPT’s “plausible-sounding but incorrect or nonsensical answers” is worth mentioning again.
Conclusion
Overall, we’d say ChatGPT has the potential to provide basic content marketing services. Still, the dull and monotonous writing style can be off-putting, and the chance for mistakes is alarming.
Learn more about how THINK can help your business connect with customers. Reach us at contact@thinkagency.com.
