January 24th 2023

Why ChatGPT Isn't the Answer to Writing Content for Your Clients?

Why ChatGPT Isn't the Answer to Writing Content for Your Clients?

When you’re a small business owner, it’s easy to feel overwhelmed by the number of tasks you have to complete. That is why many content marketers have turned to one simple solution. Instead of outsourcing to sub-contractors or freelancers, many have saved much of their time using ChatGPT — an online bot you can command to generate content.

ChatGPT can be a handy tool for busy marketers who need content fast. However, it’s not the best solution for most businesses. Below are the top reasons why ChatGPT isn’t the answer to writing content for your clients.

1. AI Is Limited in Scope and Depth

If you’ve ever used artificial intelligence (AI) to generate content, you may have noticed how limited in scope and depth it can be. The bot essentially spits out basic information and repeats the wording other content creators have published across the internet.

This is because ChatGPT has only a limited amount of information since it is a learning model that OpenAI trained two years ago. Therefore, ChatGPT doesn’t have the latest data set available.

While it’s a great tool for answering questions or obtaining brief information, ChatGPT won’t be able to do any research, update statistics, verify facts or browse the internet outside of its training model.

As a result, this can leave you with very little context — a crucial aspect of writing for providing meaning and clarity.

2. AI Doesn’t Accomplish Your SEO Goals

According to Google, AI writing tools violate its guidelines. Adhering to the guidelines is fundamental to sustaining search engine optimisation (SEO) results as it can help marketers accomplish the following goals:

  • Increase search engine ranking.
  • Boost traffic.
  • Gain customer trust.

However, using AI software to write SEO content can achieve results that are the exact opposite of what a marketer expects. That’s because Google considers AI-generated content spam and will penalise the content if detected.

When using AI software to produce content, the bot will scrape content from other sources and write content without plagiarising. In turn, the bot creates unoriginal content, which makes it much more difficult to rank for keywords that millions of others are competing for on the internet.

3. ChatGPT Doesn’t Know You or Your Clients

AI software doesn’t recognise the writer, their clients, their target audiences or competitors. While marketers could spend time teaching a robot to get to know the writer, the time they’ve spent could be the same amount used to build a functional in-house content program.

AI writing programs are like content mills — they produce low-strategic content for a very low price. Even though ChatGPT feels like something new and different, it’s still like another version of an offshore content mill.

Highly-strategic content is about knowing the business owner and their client’s brands. Marketers must address certain pain points, be unique in their writing voice and style and realise what differences matter to the customers. Therefore, marketers have to produce content that audiences truly want to read.

Marketers can certainly do this with a bot if they provide it with good prompts. Yet, putting out words is the cheap and easy part — it’s implementing the right words that are expensive.

4. The Quality of the Content Can Be Lower Than Your Clients’ Expectations

Ai-written content doesn’t create content at an advanced level — it can only produce basic pieces of information. Human writers can think critically and apply a vast array of skills acquired through learning and development in their writing.

As a result, AI software like ChatGPT cannot create content in a way that’s engaging, informative and well-organised. Therefore, if a content writer were to use AI-generated content, the quality of the content might be lower than their clients’ expectations.

When using ChatGPT or other AI-based writing platforms, the best way to increase the quality of the content is to use human writers. However, business owners need to give them room to grow so they can have their best chance at doing their job exceptionally.

5. The Bot Will Only Write a Small Percentage of What You Need

ChatGPT isn’t able to write an entire article for you. What it can do is summarise large articles by introducing the main talking points. This can save much time in reading or understanding the bulk of the information.

However, that’s one of the only things that ChatGPT is good for — generating an outline and giving you a good foundation to start your content writing. This means that writers can get through the important parts of their article quickly before they must dive back into filling in the blanks themselves.

Therefore, if a content writer wants to produce quality work for their clients, they will still need to spend time writing the content to ensure they have a finished piece.

6. The Writing Doesn’t Feel Authentic

When marketers let a bot do their writing for them, it doesn’t feel personal or authentic. ChatGPT isn’t capable of creating original content written from the heart. Though it can sound like a human wrote the piece of content, it still lacks the complexity of writing that humans possess.

Therefore, the content doesn’t feel unique because it doesn’t have a voice that belongs to anyone. It’s only an algorithm that produces sentences at high speed.

Secondly, bots are too transparent in their writing. Essentially, the way they write is similar across the board — they all use the same structure and vocabulary. Even though it picks up writing that different people produce, it has no personalisation or individuality to show.

That’s why ChatGPT can make the content feel artificial and impersonal overall.

Does This Mean Marketers Shouldn’t Use ChatGPT for Content Writing?

AI will never be able to write as well as humans do. There’s still a long way to go with it. However, that doesn’t mean marketers shouldn’t use ChatGPT at all.

AI-based content creation can be an excellent tool to use as a writing assistant. It’s optimal for getting past writer’s block, and it’s great for automating certain elements of the production process.

Another way it can be helpful is when writers need to translate large amounts of content into a summary — saving lots of time in research. Basically, marketers should look at ChatGPT as a helping hand rather than relying on it to create full-length articles.

In the future, we may see these tools get better at producing quality content. For now, the best method to create content is through human writers.

Use ChatGPT When It Makes Sense in Your Business

ChatGPT may make writing easier when creating content for clients. However, it’s not the solution marketers should fully depend on for writing.

It’s a good tool to have in content creators’ back pockets, but humans are the only tools that can produce strategic, quality content. When business owners look for a better way to write content for their clients, they should consider what kind of workflow makes sense when using ChatGPT and test it out from there.

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