How ChatGPT Impacts Your Digital Marketing Needs

Do you remember when cryptocurrency was going to take over the world?  Or NFTs?  Or GameStop Stock? 

Fanny Packs were in that race at one point as well.  They dropped out for a while but are making a comeback!

If you’ve spent time online recently, you’ve no doubt heard someone talking about Chat GPT.  You’ve probably even read an article created by it. 

AI has made significant advancements in multiple categories.  Content creation included.  This offers tantalizing possibilities, cause for concern, and every emotion in between.

We’re not living in the Matrix quite yet, however.  ChatGPT and other AI writing platforms can be helpful in incredible ways but do not yet provide what human beings can.  Or need. 

AI (Artificial Intelligence) can be leveraged as a fantastic tool to serve HI (Human Intelligence).  AI can assist, but not replace, HI. 

Have you been curious to see what all the commotion is about and how it impacts you?  Let’s dive in!

Back to Basics: What is ChatGPT?

Stephen Shankland with CNET defines ChatGPT as this:

“ChatGPT is an AI chatbot system that OpenAI released in November to show off and test what a very large, powerful AI system can accomplish.”

Type a prompt into the search box, hit enter, and voila!  Amazing things happen!

ChatGPT can crank out delicious recipes, insightful essays, concise product descriptions, long-form content, and more. 

In seconds, the AI tool can generate quizzes – with accurate answers – you could incorporate them into your content. 

This kid used ChatGPT to make a “choose-your-own-adventure” game that’s blowing up

ChatGPT is not the first AI writing tool.  It’s “technically” a chatbot.  Blogger Renaissance Rachel offers a deep dive into 25 of the top AI writing tools on the market today. 

Chat Tools like Jasper can also assist those needing content creation in many ways.  Here are a few benefits Jasper provides:

  • Content Improver
  • Social Media Posts
  • Headline Generator
  • Blog Creation

In many ways, ChatGPT outperforms the competition.  As Roger Montti with Search Engine Journal Discovered:

“What sets ChatGPT apart from a simple chatbot is that it was specifically trained to understand the human intent in a question and provide helpful, truthful, and harmless answers.”

You should be aware, though, that competition does exist. 

What are the Benefits of ChatGPT for Content Creation?

Currently, it’s free.  But that is scheduled to expire at the end of its research phase.  If you’re curious about giving your content creation an artificially intelligent boost, now’s the time to try.

In our experience, AI writing in general, and ChatGPT in particular, can add value.  Here are a few of our positive takeaways:

  • Unclogging Writer’s Block
  • Providing Acceptable Content in a Pinch
  • Supplemental Content for Greater Depth

AI Writing Can Unclog Your Digital Content Writer’s Block

You have almost certainly stared at a blinking cursor.  Going nowhere.  You know what you want to say but need help with how to say it. 

You type out a few words.  Then delete.  And repeat. 

Sometimes, having some digital support is all you need for the creative juices to flow and continue producing unique, helpful content. 

ChatGPT Can Provide Acceptable Content in a Pinch

With just a few prompts, ChatGPT can provide words you can publish on a page.  When deadlines pile up, or clients’ anxieties rise, you may need to call in AI writing backup. 

Even if you contract with a content writer, they may not always be available in the required time. 

We have seen ChatGPT create acceptable placeholders for content, buying the time we need before we can circle back for editing and optimizing. 

That is, editing for humans and optimizing for SEO.  ChatGPT needs help in these areas.  But we’ll get to that in a minute. 

AI Writing Can Supplement Quality Content

Research is required to produce quality, knowledgeable content.  Depending on your familiarity with the subject matter, the time you invest in research will vary. 

ChatGPT has an astounding ability to sort digital content faster than a human can.  If you need to beef up particular sections of an article, ChatGPT may be able to help. 

At the very least, it can point you in a direction to do some more digital digging.

How is ChatGPT Limited in Helping Your Digital Marketing?

For all the benefits AI writing tools offer, they have some significant downsides. 

Most prominent, with the Google Helpful Content Update, AI-generated content is now flagged as spam.  This will cause your page to take a substantial hit in the rankings. 

ChatGPT can assist your human writing.  But if your content is left to AI alone, Google will catch it.

ChatGPT Can be Completely Wrong and Completely Confident

You probably have no intention or desire to publish complete nonsense.  So when you’re writing about a subject you are unfamiliar with, consider yourself warned. 

ChatGPT may produce wildly inaccurate information.  And it will communicate with confidence. 

In this screenshot, I prompted ChatGPT with a question that had a false premise.  “Forward” is not a position in American Football. 

I asked this same question twice and received two different results.  The first time, ChatGPT decided to answer the question, “who is the best quarterback.”  But that’s not what I asked. 

The second time, ChatGPT output this screenshot. 

chat gpt content

It was thoroughly mixed up.  ChatGPT mixed up multiple player positions, including Wide Reciever, Running Back, and Tight End. 

But never “forward.”  Because that position doesn’t exist.  But ChatGPT doesn’t know this yet. 

I intentionally chose terms that could be close to accurate.  But weren’t.  This is crucial.  Much content is produced by people who do not have expertise or experience in a particular category. 

This is why Google rewards content created by people who can demonstrate they have personal experience with a product or service. 

If you’re creating content for a subject that you do not have expertise in or experience with, and you rely on ChatGPT, you may receive an output that is inaccurate, unhelpful, and will be flagged as spam. 

And you wouldn’t know it. 

Not SEO Optimized

ChatGPT is heavily focused on learning human dialogue.  The program is designed to produce what feels like a natural human interaction.

Therefore, SEO is not prioritized. 

H1’s and H2’s are not naturally incorporated.  Nor are keywords.  Certainly not longtail keywords or keywords that your negative buyer persona encourages you to avoid. 

It seems that ChatGPT can learn some of this.  But that will require you to teach it. 

Cannot Provide a Personal Touch

Perhaps the biggest drawback to ChatGPT is where it receives its information.  It’s all online.  It’s only online. 

While it can learn how to communicate in a tone and style you desire, it cannot communicate with your personality. 

It does not and cannot know the stories you’ve lived and have not documented online.  Or how those stories impacted your heart. 

No AI writing tool can communicate the depth of what you felt when you landed that first client.  Or when you said, “I do.” 

Or the pain that ripped you apart as you held the hand of a loved one while they took their last machine-assisted breaths. 

A computer cannot produce the deep, personal, authentic, vulnerable human connection we crave. 

ChatGPT is Limited to Learning Conversation From Online Chat Platforms

OpenAI is shaping ChatGPT to match human interaction.  But their input to that equation is limited to online interactions. 

And we all know how well that goes. 

Elon Musk recently pushed pause on ChatGPT learning from Twitter. 

Reddit is another platform ChatGPT is learning from. 

Discord as well.

Some of our virtual interactions are kind and thoughtful.  Hopefully, most of yours are.  But don’t you interact with people at least slightly differently online than in person? AI writing tools are limited by their inputs.

Should You Use ChatGPT to Enhance Your Digital Marketing?

ChatGPT begins to answer this question by saying, “it would depend on the specific goals and needs of the marketing campaign.”

And it would be right!

If used in the proper ways, AI writing tools can be helpful.  They can cut down massive amounts of time on research, dislodge your writer’s block, and provide depth your content may lack. 

To get the most mileage out of ChatGPT, there is a significant learning curve.  You’ll need to learn how to write instructive prompts.  And negative prompts to avoid what you don’t want to be included.

Trial and error are also required.  You can “train” ChatGPT to incorporate some SEO practices

These steps will require some time and investment, but they may produce results you’re happy with. 

Even if you can optimize ChatGPT to match your tone and intent, you will still need to oversee the outputs. 

It’s kind of like putting on cruise control when you’re driving down the highway.  You can take your foot off the gas for a minute, but you can’t take your hands off the wheel.   

AI writing can be an excellent partner.  But it is not a replacement for human creators. 

How You Can Leverage ChatGPT to Enhance Your Digital Marketing Efforts

ChatGPT is at a stage of innovation and exploration.  Human content developers that embrace AI tools early position themselves to become the “gurus” of the future. 

With nearly every stage of technological development, there has been cause for concern.  Some of it warranted, some not so much.  

If you want to get in on this game early, here are a few steps you can consider taking. 

Have Fun with ChatGPT

If you haven’t played around with this tool yet, you should!  It’s pretty incredible.  Create a quiz, try to trick it, draft a love note – just have fun. 

(Please clarify that you didn’t author the letter if it resonates!)

Human beings have a tremendous capacity to learn when they aren’t feeling pressured.  You may learn more by just goofing around than by writing a proposal.   

Research how AI Writing Impacts Various Fields

Learn from others.  You’re not the first person to be curious about this.  Many people in many fields have dug deeper into AI writing than we have. 

We recommend researching widely.  Don’t only learn from experts in your area.  Gain knowledge from people who examine AI writing tools from a perspective that does not come naturally to you. 

Test ChatGPT in Real Time

Take this machine for a drive around the digital block!  In my experience, ChatGPT cuts down time in some areas and adds a bit in others. 

ChatGPT will impact you and your brand differently.  We all have unique strengths.  See for yourself what works well, what ought to be avoided, and what you can be cautiously optimistic about. 

Collaborate with Other AI Learners to Enhance HI

If you are a part of groups on social media or other forums, ask some questions.  Learn from others who are also learning.  Offer your own experience to benefit others. 

A Ugandan proverb says:

“If you want to go fast, go alone.  If you want to go far, go with others.” 

We want to see you go far. 

Implement AI Writing Work in the Real World

Give it a shot!  See if ChatGPT can help you in the real world and not in hypotheticals alone. 

Like learning to ride a bike.  At some point, the guide has to take their hand off the seat so you can ride on your own. 

And probably fall. 

But you get back up and try again.  Each time, you improve. 

Research More Deeply Than ChatGPT

If you’re creating content on a subject you’re unfamiliar with, don’t just take ChatGPT’s outputs at face value. 

Like the previous examples, you don’t want to post an article on why Barry Sanders is the best forward in the NFL.  Double-check ChatGPT’s work to ensure accuracy. 

Evaluate ChatGPT’s Impact on Your Work

Write.  Edit.  Publish.  Evaluate. 

Consider the entire process.  How does ChatGPT impact your workflow?  Did it save you time?  Would it save you time once you get the hang of using the tools? 

Did it improve the quality of your content? 

How did utilizing ChatGPT affect the measurables?  Like ranking, CTR, dwell time, etc? 

The nice thing about evaluating the quality of an AI’s work is that you won’t hurt its feelings if you find it unhelpful!

Get the Human Help Your Digital Marketing Needs

While you wait in anticipation – or terror – for the computers to take over, we’re here to help you!  ChatGPT and other AI writing tools have not replaced the need for people to create digital content. 

If you need an article, headline, or product description in a pinch, ChatGPT may be the friend you can call on. 

But if you need to develop a comprehensive content marketing strategy, JS-Interactive has your back. 

From website maintenance to WordPress web design, our team has the experience you need to create a website you can be proud of.  Reach out today for a free consultation.  We’d be happy to help you learn how to leverage ChatGPT – and more – so your brand can thrive.


Pete Ziolkowski

Pete aims to capture the hearts of organizations, supporters, and networks, and to cultivate relationships among all involved through effective writing and communication.