Written by Market My Market’s content team, with contributions from Brandi Bellingham, Katie McLoughlin, Isabel Skormin, Jordan Kimmel, and Hannah Kernal.

Artificial intelligence has long been the feared villain in science fiction movies and books, but despite decades of fearmongering, this technology is finally trending for practical use among the masses. In the marketing world, the AI language processing tool “ChatGPT” has shaken up the way web content—such as blogs, social media, and webpages—is created and written. From lawyers agreeing with the accuracy of AI-written legal briefs—perhaps reluctantly so—to college students successfully writing entire theses, ChatGPT is taking the world by storm. 

You may be curious if ChaptGPT is the future of content marketing. Sneak peek: while the tool probably shouldn’t replace human content writers anytime soon, there are useful ways to harness its unique power to create even better content.

Contributed by Brandi Bellingham, Content Writer

What is ChatGPT?

ChatGPT is a highly-popular, auto-generative chatbot created by Open AI that provides answers to inquiries using artificial intelligence. The system utilizes Natural Language Processing (NLP) to generate chat and dialogue. ChatGPT uses digitized textbooks, articles, and other websites as sources for its responses to human interactions and questions. 

You may be wondering if the technology, then, could someday replace Google and other search engines. For now, that question remains a mystery. While the tools are similar—you can use both to look up and explain concepts to you—Google still knows more about us and tailors the results better to our interests and behaviors.

The chatbot has several features that make it a helpful tool for researchers and developers. While the main feature of ChatGPT is providing natural, conversational responses to questions, the program can also perform the following tasks:

ChatGPT can create sentences by predicting how words should be strung together using vast vocabulary and information as well the understanding of words in certain contexts. This gives the chatbot extensive knowledge and the ability to mimic human speech patterns. Likewise, ChatGPT is continually being tweaked based on errors and other issues that have been reported. While ChatGPT and related technology have undeniable limitations, they can be useful resources for inspiration in content marketing.

Contributed by Katie McLoughlin, Content Writer

Can ChatGPT Enhance Your Content Marketing? Understanding Its Pros and Cons

Whether or not ChatGPT will eventually be a practical replacement for content writing remains unknown. Today, however, there are several ways the technology can enhance what you’re already doing. Here are the benefits and disadvantages in the realm of content marketing.

The Pros

In its current state, we believe ChatGPT should be a tool used to supplement, not substitute. Here are a few ways it can do so:

It Can Break Writer’s Block

When an author has writer’s block—a condition primarily associated with writing that occurs when you can’t produce new work or you face creative sluggishness—ChatGPT can be a mechanism used for inspiration. That is, it can get you started when your mind runs blank.

It Can Bring New Ideas to the Table

The tool can produce another unique way to phrase something that may have never crossed a writer’s mind. Likewise, it can bring to the table a new way of telling a narrative. Skilled human content writers still best the technology in terms of our ability to come up with natural and effective text. Nevertheless, ChatGPT serves as an idea generator for language, terminology, phrases, and structure.

It Can Come Up With Blog Ideas and Social Media Scripts

This idea comes into play not only when writing blogs and pages but also with blog topic ideas and social media. In these cases, ChatGPT can write this short-form content for you, oftentimes with immense success.

ChatGPT harnesses the power to inspire competent and proficient content writers with a starting point in the case of writer’s block, it can suggest various keywords and topics to make content more readable and informative, and it may even be able to suggest phrasing such that content is more shareable. Thus, with the powerplay double team of a strong and experienced writer alongside a tool that holds the information of a billion web pages at once, better content may help increase traffic to your website and lead to more profitable business and growth.

The Cons

It’s crucial to note, as well, the inherent negatives of using artificial intelligence in the world of content creation. 

It May Be Plagiarized

The first and most important con is that AI-produced content is frequently plagiarized, even if it may often pass online plagiarism checkers. This speaks more to the inefficiencies of the detectors than the content itself. So, it begs the question: What is your definition of plagiarism? If it passes a plagiarism checker, aren’t you safe? Generally speaking, plagiarism is the act of using someone else’s work or ideas without giving proper credit to the original author. If I ask ChatGPT to write 800 words about the 10 steps to take after a car accident, it will produce 800 words on that topic taken from an online database, which I then claim as my own work. 

However, it’s important to note that when the work is generated by something rather than someone, this definition is difficult to apply. Those in academia are exploring this conceptLikewise, consider as well that there are now tools to identify AI-written content

It Produces Unnatural Content

Another con is that, while the technology is extremely impressive, it just doesn’t come across as natural as a human writer does. For example, AI struggles with idioms, phrases that, when taken as a whole, have a meaning you wouldn’t be able to deduce from the meanings of the individual words. AI tools use pure logic to produce content. This often means phrases we use day-to-day—especially if they’re not exactly true to their definition—will be misconstrued.

It Has Tone Limitations, Unless Told Otherwise

In that same vein, ChatGPT can be overly detailed and wordy unless specifically told otherwise. It’s generally trained to immerse you with an answer, which is often not the way content is meant to be digested. There are tone limitations as well. As a business, you have your own voice. For a piece of content to be effective, it needs to be written in a tone and style consistent with the brand. Indiscriminately using ChatGPT to produce content means you can lose that voice. 

However, it’s important to note that you can actually train AI to speak in your brand’s voice by, for example, telling it to be funny, charming, or definitive. However, it can take time to determine your own brand’s voice such that an AI can understand and replicate it. You may be able to perfectly capture it, but if you have a unique and nuanced style, it may take time to articulate and educate. As a result, to be effective, at least in the beginning, writers may need to carefully review the generated text to ensure it aligns with your brand’s voice and tone.

If you still have unanswered questions regarding the potential benefits and drawbacks that ChatGPT may be able to bring to your content marketing, speak with a marketing professional who can guide you toward the best next steps to promote your business and optimize your content.

Contributed by Isabel Skormin, Content Writer, and Jordan Kimmel, Content Lead

Learn Something New? Contact Market My Market for More Assistance With Your Marketing and Content Needs

In addition to ChatGPT and other forms of artificial intelligence, there are several facets to consider when you’re marketing your business. This means marketing can come with several complex and necessary obstacles everyone needs to navigate.

If you need help meeting your marketing needs and finding leads, Market My Market may be able to assist. To discuss next steps, address any concerns relating to marketing or content, and learn more about what we offer, please don’t hesitate to get in touch with us. You can reach us by calling (866) 270-2250 or completing our online contact form. We look forward to hearing from you!

Contributed by Hannah Kernal, Content Writer