How Brands Use ChatGPT and Other Generative AI for Content Marketing

You’ve probably heard of ChatGPT. ChatGPT is a generative AI app that is gaining traction for its conversational, human-like responses to queries. Launched by OpenAI towards the end of last year, the chatbot uses language processing models to eerily mirror human speech and predict responses to be spoken in just seconds.

In just 5 days after launch, the app has over 1 million users who use the technology to do everything from writing essays, researching topics, drafting emails and templates, fixing code, and more. I was.

Given the app’s low-cost content output, savvy digital marketers quickly took advantage of the new technology. Here’s what digital marketers need to know about how to use ChatGPT (and how not to).

Let’s start with that limit

Before delegating your content strategy to ChatGPT, it’s important to understand the technology and its inherent limitations. It uses a language processing model, so the output is based on language predictions. The result will be a human-like response, but just like fallible humans, bots can be wrong. Importantly, the model is not based on content facts. According to the app’s website:

“ChatGPT sounds plausible, but sometimes writes inaccurate or nonsensical answers. It is difficult to fix this problem. (1) During RL training, there is no reliable source at this time. ( 2) If the model is trained more carefully, it will reject questions it can answer correctly, and (3) the ideal answer is not what the human demonstrator knows, but what the model knows. supervised training misleads the model because it depends.”

Draft blog content with ChatGPT

Despite its limitations, many digital marketers have found ChatGPT to be an effective tool for drafting blog posts, social media posts, or other online content. It’s relatively easy to overcome the possibility of incorrect output just by having an editor review the results.

Marketers who want to use ChatGPT to generate content should also be aware of the potential impact on SEO. Google has traditionally penalized auto-generated content that it deems to be of poor quality according to its spam policy. In addition, it is important to consider the competitive environment. ChatGPT’s software competes with Google, leading to widespread speculation that Google will begin penalizing content generated by the competition.

The stakes are high. Such penalties can result in your website being permanently removed from Google’s search results, so please proceed with caution.

A safer strategy is to use software to create high-level outlines, human fact-check content, and iterate drafts to ensure it’s novel and valuable.

Integrate ChatGPT into your SEO strategy

As you learn about timely keywords that influence your industry, you can use ChatGPT to create content that includes or answers keyword questions to support search engine optimization. The result is low-cost content that can be generated quickly in response to fleeting opportunities, potentially generating traffic to your website.

Of course, it’s still essential to fact-check your content and make it your own to avoid actually hurting your website’s SEO.

Compose emails and other materials using ChatGPT

ChatGPT may benefit your email marketing as it may not impact your SEO. As with blogs and article drafts, it’s important to have human intervention to ensure the content is accurate and in line with the voice of the brand. You may also need to copy and edit redundant or unnecessary words.

The software is also useful for creating marketing presentations, mailers, scripted videos, and social media content.

While this technology is undoubtedly revolutionary and unprecedented, it still requires human checks and balances to be used in digital marketing and everyday life.