A ChatGPT Content Marketing Experiment With Surprising Results

ChatGPT arrived on the scene to quite a lot of fanfare – optimistic, unfavorable, and nonplussed reactions.

I’m excited. I see ChatGPT as a real-life studying device to assist people see one thing we normally discuss theoretically – the potential of synthetic intelligence.

Sure, AI content material creation instruments have been round for some time, however they aren’t as ubiquitous or as free as ChatGPT. Now that an AI text-creation device matches my price range, I made a decision to conduct a number of experiments to higher perceive AI’s potential for creating content material.

At first, I needed to show real-life writers are higher than a bot. (I’ve a vested curiosity within the matter.)

Are human writers higher than bot writers?

I questioned what ChatGPT considered that concept. So I requested.

Prompt: Are human writers higher than bot writers

Result (paragraph breaks added for simpler studying): Human writers and AI-powered writing bots have totally different strengths and weaknesses. Human writers have the flexibility to know and convey feelings, private experiences, and cultural nuances which may be tough for AI fashions to copy. They even have the flexibility to suppose creatively and generate new concepts.

On the opposite hand, AI-powered writing bots can produce massive quantities of content material shortly and could be programmed to make use of particular language and tone for various audiences. They will also be used to investigate information and generate reviews. 

In abstract, each human writers and bot writers have their very own distinctive benefits and can be utilized successfully in numerous contexts. However, for a content material that requires emotional contact, creativity and cultural understanding, human writers are thought of extra appropriate.

The picture beneath exhibits what the immediate and outcome regarded like within the interface.

My conclusion: I like ChatGPT greater than I assumed I’d. The bot appreciates human writers like me. On a extra critical word, the textual content solutions the query intelligently, succinctly explaining the strengths of each views. It additionally attracts a well-stated conclusion. Frankly, that result’s higher than quite a lot of human-created writing I evaluation and edit.

@OpenAI #ChatGPT says human writers are great for #content that requires emotion, creativity, and cultural understanding, says @AnnGynn via @CMIContent. #AI Click To Tweet

Is ChatGPT copying from my (and others’) content material?

Now that I had a heat feeling about ChatGPT, I needed to be taught extra about it and see how we’d work collectively. So I took it for a spin, beginning with an ordinary matter on the Content Marketing Institute:

Prompt: Explain content material advertising

Result: Content advertising is a strategic strategy to creating and distributing precious, related, and constant content material to draw and interact a clearly outlined viewers with the aim of driving worthwhile buyer motion. 

It entails creating and distributing varied types of content material resembling weblog posts, movies, infographics, and social media posts that present worth to the audience, somewhat than solely selling a services or products. 

The aim of content material advertising is to determine belief and credibility with the audience, in the end resulting in elevated model consciousness and buyer loyalty.

My first conclusion: OK, ChatGPT’s shine pale a bit. Yes, the textual content explains content material advertising nicely. It not solely defines it however explains the kinds and targets of content material advertising. But the primary paragraph appeared acquainted. A go to to the CMI web page defining content material advertising made me notice why. That web page options this definition:

Content advertising is a strategic advertising strategy centered on creating and distributing precious, related, and constant content material to draw and retain a clearly outlined viewers — and, in the end, to drive worthwhile buyer motion.

ChatGPT reworded CMI’s definition about in addition to a excessive schooler whose clumsy try and “write” an essay earned an F for plagiarism. The use of particular phrases, “clearly defined” and “profitable customer action,” tells me it copied from CMI.

That’s the place a human editor comes into play. Always run the textual content (human- or AI-created) by a plagiarism checker (one other AI device) earlier than publishing, and at all times incorporate correct attribution.

But wait, I assumed, perhaps the attribution downside was my fault. Maybe my immediate was poorly written. What if I requested for attribution?

Follow-up immediate: Who says?

Result: Content Marketing Institute, a number one web site and group within the subject of content material advertising, defines content material advertising as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” This definition is broadly accepted within the trade and is usually cited as an ordinary rationalization of the idea.

My second conclusion: Attribution is feasible with ChatGPT. You simply must ask for it in both your preliminary or follow-up immediate. I used an attribution immediate for one more state of affairs, and it listed a handful of specialists by title, title, and a quick point out of what they mentioned on the subject.

(Interestingly, I ran this text by the plagiarism checker in Grammarly (one other AI-powered device), but it surely did not cite CMI for the content material advertising definition. Instead, Grammarly cited items and components of the definition as coming from different websites that seemingly relied on CMI’s definition. So, acknowledge that even plagiarism checkers aren’t a 100% assure that the content material is unique or cited accurately.)

@OpenAI #ChatGPT didn’t include attribution in the answer to her initial question. So @AnnGynn asked for it, and the #AI tool obliged. Via @CMIContent. Click To Tweet

Can ChatGPT clarify subjects higher than Google?

In researching subjects, I usually enter them into Google search to higher perceive them. Then, I wade by the outcomes, clicking a hyperlink and hoping it takes me to a useful article or web site. I needed to see if ChatGPT may assist lower down my search engine time.

Prompt: What ought to content material entrepreneurs do about Web3?

Google outcome: The high six outcomes my search returned are articles about Web3 and content material advertising. Google bolded some phrases within the transient explanatory descriptions, seemingly to spotlight attributes so the searcher doesn’t must learn the article. 

These are the article titles (proven within the picture beneath) adopted by the phrases Google bolded:

  • How Content Marketing Fits Into Web 3.0 (could carry immersive participation and clever peer-to-peer transactions to the shopper expertise strategy)
  • Web3 Marketing: What You Need To Know – Zen Media (will emphasize content material advertising)
  • Web 3.0: How the Decentralized Web Will Impact Digital … (Bring new challenges and alternatives to advertising)
  • Web3 advertising: What entrepreneurs have to know! – DMEXCO (enable customers to comprehensively handle their very own information and content material)
  • How will Web 3 Shake Up the Content Marketing Landscape (customers embracing cryptocurrencies)
  • Web 3.0 is altering content material advertising, right here’s a primer (blockchain know-how will present Web 3.0 with information safety and information decentralization)

ChatGPT outcome: Content entrepreneurs ought to familiarize themselves with Web3 applied sciences resembling blockchain and decentralized platforms, and take into account how these applied sciences may doubtlessly influence their trade.

They must also control how their audience is partaking with these new applied sciences, and modify their methods accordingly.

Additionally, they need to take into account experimenting with creating content material that’s native to decentralized platforms, resembling utilizing non-fungible tokens (NFTs) to monetize digital belongings. 

My conclusion: ChatGPT delivered a greater surface-level reply for shortly understanding the subject. The phrases Google bolded on its search outcomes web page didn’t reply my query in addition to the ChatGPT paragraphs. But, if I needed a extra in-depth understanding of the subject, I’d wish to click on to learn the articles within the search outcome hyperlinks somewhat than attempting to get ChatGPT to say extra. 

And that brings me to my subsequent experiment.

Can ChatGPT write long-form content material? 

All the solutions to the dozen or so prompts I entered returned lower than 100 phrases. Certainly, ChatGPT can’t work nicely for long-form content material, proper? Let’s discover out.

Prompt: How does TikTookay not directly or immediately have an effect on content material advertising? 

Result: TikTookay has had a major influence on content material advertising by offering a brand new platform for manufacturers and companies to succeed in and interact with their audience. The app’s short-form video format and deal with inventive content material make it well-suited for showcasing merchandise, companies, and behind-the-scenes seems at an organization. 

Additionally, TikTookay’s algorithm promotes content material that’s partaking and well-received by customers, which might result in natural attain and virality for manufacturers that create widespread content material. Furthermore, the flexibility to make use of hashtags, challenges, and developments inside the TikTookay platform has given alternatives for entrepreneurs to create viral campaigns and enhance model consciousness. Overall, TikTookay has opened up a brand new avenue for manufacturers to attach with their audiences and create compelling, shareable content material.

Follow-up immediate: Tell me extra.

Follow-up outcome: Sure, TikTookay’s algorithm, which makes use of machine studying to find out which content material customers will discover most partaking, is designed to advertise widespread and well-received content material. This implies that manufacturers that create high-quality, inventive content material that resonates with TikTookay customers usually tend to have their content material seen by a wider viewers. Additionally, TikTookay’s short-form video format permits manufacturers to shortly and simply convey their message, whether or not it’s selling a product, showcasing a service, or giving a behind-the-scenes have a look at their firm.

TikTookay’s use of challenges, hashtags, and developments, are additionally methods for manufacturers to create viral campaigns and enhance model consciousness. For instance, a model can create a problem utilizing a selected hashtag and encourage customers to take part, which might result in elevated engagement and visibility for the model.

Furthermore, TikTookay’s demographic is usually Generation Z and Millennials, which makes it a wonderful platform to succeed in out to youthful audiences. TikTookay’s person engagement additionally tends to be increased than different platforms, that means that manufacturers usually tend to see a return on funding when promoting on the app.

In abstract, TikTookay’s short-form video format, widespread algorithm, and use of challenges, hashtags and developments make it an efficient platform for manufacturers to succeed in and interact with their audience, create viral campaigns and enhance model consciousness, and attain out to youthful demographics.

My conclusion: ChatGPT isn’t an alternative to long-form content material. Even once I immediately requested for 1,000 phrases on the subject, ChatGPT solely returned 350. However, I see ChatGPT’s potential for creating TL;DR content material, social media posts, and alt-text descriptions for photographs (to a level that shocked me).

Should content material entrepreneurs use ChatGPT?

I entered that actual query as my remaining immediate. Turns out, the AI response works pretty nicely because the conclusion for this piece:

Content entrepreneurs can definitely use ChatGPT to assist with varied duties resembling content material creation, modifying, and producing concepts. For instance, ChatGPT can be utilized to generate weblog submit titles, summaries, and even complete articles. Additionally, it may be used to assist give you new concepts for content material advertising campaigns and to determine developments and subjects that might be of curiosity to their audience. However, it ought to be stored in thoughts that whereas ChatGPT generally is a useful gizmo, it isn’t a substitute for human creativity and judgement.

But that ending additionally reveals why you shouldn’t hit the publish button instantly. Grammarly discovered ChatGPT spelled judgment incorrectly within the final sentence and didn’t embody a comma earlier than “such as” within the first sentence.

A human editor would clear up the clunkier language to make the paragraph simpler to learn and modify for model tone and voice. I’d edit the paragraph to learn like this:

ChatGPT will help content material entrepreneurs with content material creation, modifying, and producing concepts. You can use ChatGPT to generate weblog submit titles, summaries, and even complete articles. You can also experiment with utilizing it to give you new concepts for content material advertising campaigns and to determine developments and subjects of curiosity to your viewers. But preserve this in thoughts: ChatGPT generally is a useful gizmo, but it surely’s no substitute for human creativity and judgment.

Editors – human and AI – will at all times be wanted, however ChatGPT and different AI text-creation applications have a spot within the toolbox, too.

@OpenAI #ChatGPT can help #content marketers, but you’ll always need skilled editors, too, says @AnnGynn via @CMIContent. Click To Tweet

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Cover picture by Joseph Kalinowski/Content Marketing Institute