ChatGPT, the generative AI chatbot has been receiving attention for its conversational and human-like responses to queries in the recent times. The beta version of ChatGPT launched by OpenAI towards the end of 2022, uses a language processing model to predict responses that are reflective of human speech and take mere seconds to comprehend and respond.
After the launch, it garnered more than a million number of users who have used the technology to do everything from writing essays, research, drafting emails etc.
Digital marketers were quick to put the new technology to use. Here’s what digital marketers should know about how to use ChatGPT (and how not to).
Disadvantages
ChatGPT, uses language processing model, its output is based on a prediction of language. The result is a human-like response, but just like fallible humans, the bot can be wrong. Importantly, user should be aware that the model is not based on the factual foundation of the content.
Using ChatGPT for Blogging
Despite the limitations in ChatGPT, many digital marketers find ChatGPT as an effective tool for drafting blogs, social media posts, or generating other pieces of online content.
Marketers who want to use ChatGPT to generate content should also be aware of potential impacts to SEO. Traditionally, Google has been penalizing auto-generated content. Moreover, it’s important to consider the competitive landscape. ChatGPT competes with Google to generate content. Hence, there is a broad speculation that Google may move to penalize content generated by its competitor(s).
A safer strategy would be to use the software to build general outlines and have a human fact-check on the content and iterate the draft to ensure its novelty and value.
Could we implement SEO strategy with ChatGPT?
When you learn about timely keywords that impact your industry, ChatGPT can be used to write content that includes answers or questions about the keyword to support search engine optimization. The result is low-cost content that can be quickly generated in response to a fleeting opportunity and may generate traffic to your website.
Of course, it’s still essential to fact-check the content and make it authentic and plagiarism-free to avoid actually hurting your website’s SEO.
Using ChatGPT to write emails and other collateral
ChatGPT may offer benefits with email marketing, because there are no potential SEO consequences. As with a blog or article draft, it is important that a human intervenes to ensure that the content is factually correct, and in line with the voice of your brand. You may also need to copy-edit for redundancies and unnecessary words and phrases.
The software can also help write content for marketing presentations, mailers, scripted videos, and social media.
While there’s no doubt that the technology is revolutionary and unprecedented, it still needs human checks and balances for use in digital marketing and everyday life.