Influencer marketing and content creation have been the twin towers of modern business. Reaching target audiences with the right kind of information in a suitable format has been how companies worldwide have operated for the long term. In all that time, the only changes anticipated were improvements in the kind of content offered and also development in the tools and strategies used in the distribution of content. Nobody envisaged AI becoming a part of the business mix. However, the introduction of ChatGPT and other tools like Dall-E into the market hasn't gone unnoticed. Since its release in late 2022, many people around the world have worried and wondered about how this tool will affect influencer marketing and content creation in the coming years. Would it take over the job of influencers and content creators? Or would it become a helpful tool that those within the twin space can leverage to improve their jobs and be more effective? Read on to learn the possibilities in the twin fields of influencer marketing and content creation in the age of ChatGPT.
Influencer Marketing and Content Creation
While many know these two fields are closely related, they also find it difficult to ascertain their differences. Let's make the distinction clear.
Content creation is an essential aspect of digital marketing and branding strategies which involves all processes concerned with producing and publishing original content. This could include media like written articles, videos, images, and audio. These contents are usually created to be published on platforms like websites, blogs, social media outlets, etc. The person who does this is known as a content creator.
Influencer marketing, on the other hand, is a form of marketing that depends on using well-known individuals (influencers), that have a powerful voice due to the influence on their community, to read a target audience. This works through the collaboration of companies or brands with influential individuals who usually have a large following. These individuals help the brands to promote their content. Using this method, they could reach a broader range of people. There are various forms of collaboration, such as payment per content, barter deals or ambassador contracts. Through a briefing, the brands ensure that influencers and content creators understand how and what kind of content they should post, but ideally leave them enough freedom in the creative realization.
So while the content creator produces content, influencer marketing ensures the content gets to the right people on the right platforms.
What is ChatGPT?
ChatGPT is a conversational AI model developed by OpenAI. It is based on the GPT-3 architecture, which is a transformer-based language model that has been trained on a massive corpus of text data from the internet. The model has been fine-tuned for conversational AI and can generate text in response to user inputs, making it suitable for building chatbots and virtual assistants.
ChatGPT can answer questions, engage in casual conversations, and generate text in various styles and formats, including questions, statements, and even poems. The model can generate human-like text and has a vast knowledge of the world, making it a powerful tool for natural language processing and generation tasks.
How does ChatGPT affect Influencer Marketing Content Creation?
There was a lot of panic within the content marketing space when ChatGPT was launched. Many felt it was going to be a big competitor for those in the content marketing space. There are a few reasons people think this way.
1. ChatGPT has Access to Tons of Information
Content marketing is all about the packaging of information and ChatGPT has Access to all the information you could think about. While you would be aching your head to find the correct information to use for your content, this AI tool has access to all the information you could ever dream about.
2. Works Quicker and Smarter Than Humans
For an AI that generates excellent content in less than five seconds, ChatGPT is the ultimate content generator. If you think of it, it could come up with the right content, create perfect hashtags, and use the right metrics. That's way faster and smarter than humans could cope with.
3. Its Availability To Everyone
Anybody could get on ChatGPT to get the perfect answers to their questions in a breeze. Why search Google for the top-ranking article on the subject that might not even give the exact answer you’re looking for if ChatGPT can give you that information in the most interactive manner available for written content?
What are the disadvantages of ChatGPT?
Putting all the mentioned positive aspects together, it looks like ChatGPT is and will be a big issue for the world of content marketing. But if you step back and consider the issue from a different angle, you would think otherwise. Here are reasons to believe that ChatGPT is not a danger to the content marketing business.
1. ChatGPT Can Only Be a Content Marketer For Its Brand
If ChatGPT were ever a content marketing tool, it would be primarily for its mother company's open AI and not for the rest of the world. It shows what the open AI company has to offer. Whatever information it curates and whatever content it creates will lead people back to it.
2. It's Only Text-based
This may be why ChatGPT cannot dethrone content marketers and creators. It is simply a text-based bot that can only provide content in textual format. Content creation doesn't stop at written documents only. It includes audio, video, and even animation. ChatGPT cannot offer all these other kinds of content even if it can provide the needed information. Nevertheless, there are many other AI tools apart from ChatGPT, such as Lumen5 for AI-powered video production, Soundraw as an automated music generator or Cleanup.Pictures to remove unwanted objects or people by artificial intelligence and many more.
3. Issues with content
While it is true that ChatGPT can create content, it is not the perfection many think it is. Of course, it can generate text that mimics human writing to a certain extent. However, it's important to note that AI-generated text is not the same as human-written text, and some differences may be noticeable.
For example, AI models may struggle with the following:
- Understanding context and cultural nuances
- Conveying emotions and empathy in a text
- Generating genuinely original content that has not been seen before
- Matching the tone and style of a particular publication or brand
While it's true that AI-generated text has the advantage of being able to quickly generate large amounts of text on a wide range of topics, which can be helpful for tasks like summarizing information, generating ideas, or synthesizing data, it is likely to lack human touch which most brands crave.
4. ChatGPT is not an influencer
Influencer marketing works because (well-known, influential) people collaborate with brands to advertise their products through content marketing. These persons are people with an opinion who can inspire people for one brand or the other. ChatGPT, on the other hand, is an unbiased AI tool that would not bend to anyone's side. This makes it impossible for brands to even rely entirely on AI.
5. ChatGPT and SEO
Search engine optimization is a massive part of content marketing. There are sides to the field of SEO that ChatGPT can handle. It can quickly create keyword-optimized content for brands and websites and also help in identifying new keywords that your business should target. It can also help with competitor analysis through the text summary process. However, there is more to SEO than keyword discovery and optimization. There are aspects of SEO that do not directly involve the creation of content. ChatGPT can only help with the content part of SEO. These would not include technical aspects like on-page optimization, and off-page activities like link building and domain credibility. These aspects are fundamental and must also be handled so content can fly. Since ChatGPT cannot handle these aspects, it cannot take the place of content creators and marketers.
Based on these reasons, it is easy to conclude that the end of content creators and marketers isn't even near.
How Does ChatGPT Influence Content Marketing and Creation?
The answer is content. At its best, ChatGPT is a tool that content creators can use to make their jobs easier, quicker, and more effective. ChatGPT offers significant leverages when it comes to content. Here are some benefits of ChatGPT for content marketing.
ChatGPT has the potential to significantly impact content marketing and creation by providing an automated way to generate high-quality written content. Some use cases include:
Product descriptions: ChatGPT can generate product descriptions for e-commerce websites, saving time and resources for marketers.
Blog posts and articles: ChatGPT can generate blog posts, articles, and other types of written content, freeing up time for marketers to focus on other tasks.
Social media posts: ChatGPT can equally be used to generate social media posts, freeing up time for marketers to focus on other tasks.
Email marketing: ChatGPT can generate email marketing content, freeing up time for marketers to focus on other tasks.
Efficiency and Speed
With ChatGPT, creating a lot of content with efficiency and speed is guaranteed. You can make tons of written content that would require a minimal amount of editing. It is so effective it becomes difficult to spot the difference between AI-generated text and human-generated text.
FUN FACT: There are portions of this article that were generated by ChatGPT. You've already read through them without noticing. You can try again if you are able to detect the text written by ChatGPT.
Sometimes, the most difficult aspect of content creation is generating ideas. This is because we are human, after all and need breaks. But ChatGPT never needs a break. This AI tool can help you when you need to curate ideas. Anything ranging from hashtags to entire body contents, ChatGPT can help with ideas.
Monitoring Market Situations and Competition
With ChatGPT, you can monitor your competitors with ease. You can get easy insight into your competitor's strategies, products, and market presence. This makes it easy to know exactly what's going on in the market and make the right decisions. Also, you can monitor the situation in the market and get information like trending topics, ranking keywords, etc. With this, you can stay on top of your content strategy at all times.
Are There Downsides To Using ChatGPT for Content Marketing?
While using a language model like ChatGPT can be a valuable tool for content marketing, there are also some disadvantages to consider:
Lack of creativity
While a language model like ChatGPT can provide information and generate text, it may lack the creativity and originality that human writers can bring to content marketing.
Potential for language errors
Language models like ChatGPT are imperfect and may generate grammatically incorrect sentences or use the wrong terminology. This can lead to a decrease in the quality of the content produced.
Lack of empathy
ChatGPT lacks empathy and emotional intelligence and may not be able to understand the tone, emotions, and nuances that are important in content marketing.
Limited understanding of context
Language models like ChatGPT can only provide information based on the data they were trained on. They may not have a complete understanding of the context in which the content will be used and may not be able to generate content specifically tailored to a particular target audience.
Relying too heavily on AI
While AI can be a valuable tool for content marketing, it's important to remember that it should be used in conjunction with human intelligence and creativity, not as a replacement. Relying too heavily on AI may lead to a decrease in the quality and originality of the content produced.
While a language model like ChatGPT can be a useful tool for content marketing, it's essential to use it in conjunction with human intelligence and creativity and to be aware of its limitations.
ChatGPT is here to stay, and it shouldn't be seen as a threat to content creators and marketers. It should rather be accepted as a great supporting tool that can help make the whole content marketing process simpler and quicker. However, ChatGPT, all by itself cannot do the job that content creators and marketers do. All it can offer is content that needs to be leveraged by experts in the field of content creation and marketing. This is why you still need professional help. You can reach out to our agency today or click here to check out our services.
Author: Yoeri Callebaut, Kingfluencers AG