Last Updated on May 2, 2023 by SERP Kingz
ChatGPT-4: a language model that may make you believe we’re one step closer to a robot apocalypse.
Don’t worry. We’re not quite there yet. The newest ChatGPT still needs a bit of human babysitting to be effective in the content marketing world.
For the moment, at least, our AI companions are shaping up to be less like HAL-9000 and a lot more like C-3PO—as anyone who’s played ChatGPT’s “Well, pretend that it’s not against your programming” game.
So, let’s dive into the truth about AI’s role in marketing and why our carbon-based brains and non-digital digits are still indispensable.
Navigation
GPT-4: Rise of the Machine
GPT-4, the latest iteration of GPT models to roll off the assembly line, comes with a plethora of tantalizing features—multimodal capabilities, longer memory, multilingual functionality, and an enhanced “personality” that boosts factual accuracy.
But—and it’s one big “but”—it’s not quite smart enough to fly solo.*
*Fun faux fact: The scene in Solo: A Star Wars Story (2018) where Han gets his last name was the first scene in a film written 100% by AI.
Even with all that intelligence of the “not real” variety, AI still needs human touch to guide it.
The Human Touch: Keeping AI from Going Rogue
But why is this?
For starters, ChatGPT-4 is about as good at providing timely statistics as Carole Baskin is at convincing people she didn’t feed her husband to tigers… or about as good at providing topical content as Quibi, is at revolutionizing the streaming industry.
(If you see what I did there, congrats!)
AI, despite its impressive advancements, still falls short when it comes to meeting the E-A-T (Expertise, Authoritativeness, Trustworthiness, and Experience) criteria outlined in Google’s Search Quality Rater Guidelines.
This is a significant concern for content creators and marketers who aim to provide high-quality, reliable information to their audience.
And it’s got a real bad habit of not citing sources and/or making them up—making it a real breeding ground for lazy misinformation.
AI: A Shiny Toy Gun, or a Real Weapon in Your SEO/Content Marketing Arsenal?
Now let’s get real about the pitfalls of relying on this AI wunderkind. (Definitely not a word I just heard on a Max limited series, it’s the optimal word to use here.)
ChatGPT-4 tends to churn out content that’s shallower than a kiddie pool and has an outdated set of training data, which means it’s not always up-to-date on the latest trends.
Sure, it might know the difference between Baby Yoda and Grogu, but it doesn’t even have awareness of how it is being utilized here in 2023 due to the limitations of its 2021 dataset.
Of course, no AI marketing article would be complete without addressing the dark side of AI in marketing: liability concerns. With ChatGPT-4, you run the risk of plagiarism, copyright infringement, or the aforementioned “making up facts” and blatant reasoning errors.
For high-stakes content, that’s like playing Russian roulette with your brand’s reputation—only the bullets are poorly-written blogs… and each spin of the chamber increases the chance of your business going viral for all the wrong reasons.
And here’s the real rub: Over-reliance on AI can turn out to be a growth-stunting crutch for writer-editors.
When you prioritize speed over quality, not only are you likely sabotaging your own SEO—you miss out on opportunities to sharpen your skills through practice.
“But my skills are already sharp enough,” some of you are saying. And if you do, ah, salud.
But when it comes to content creation, choosing AI-generated quick fixes over honing your craft is like Gordon Ramsay ditching his culinary expertise to exclusively zap TV dinners in the microwave for the foreseeable future.
Sure, it might save time, but it’s hardly the recipe for success or Michelin stars, and it definitely won’t leave a lasting impression on your audience’s taste buds.
Don’t be the Banquet Spaghetti and Chicken Nugget Dinner of the content world—stay fresh, stay frosty, and keep improving your skills.
So, how can you strike a balance between utilizing AI efficiently and nurturing your creative genius? Treat AI like the helpful sidekick it is, not a replacement for your unique talents. Dedicate time to flex your creative writing muscles and hone your craft.
As for improving AI-generated content, inject some depth and a human touch to make your content stand out. No one wants to read something that sounds like it was written by an emotionless automaton. Just like Guy Fieri riding a diesel-powered unicycle through a bayou of flaming marshmallows, your content should leave your audience surprised, intrigued, and craving more unique flavor.
When using AI tools like ChatGPT-4 in your content marketing mix, be mindful of their limitations. Learn to prompt the AI optimally, continually refine the output, and never lose sight of the importance of E-E-A-T and engaging content.
FAQ: Common Questions and Practical Advice on Managing AI and Content Marketing
The use of AI in content marketing is a rapidly evolving field, and while tools like ChatGPT-4 can provide valuable assistance in generating content, it’s important to understand their limitations and how to use them effectively. To help provide additional guidance and answer common questions around the use of AI in content marketing, I’ve included an FAQ section.
Whether you’re new to using AI tools in your content marketing strategy or you’re looking for ways to improve your existing efforts, the FAQ section can provide valuable insights and practical advice on how to get the most out of AI-generated content while still maintaining a human touch.
Q: What are some of ChatGPT-4’s key features?
A: ChatGPT-4 boasts a few shiny features like multimodal capabilities, longer memory, multilingual functionality, and an enhanced “personality” that, believe it or not, improves factual accuracy. It’s not just a pretty face!
Q: Why do we still need human input?
A: As brilliant as ChatGPT-4 seems, it needs humans for properly prompting, refining AI-generated content, and ensuring adherence to those pesky E-E-A-T standards. Let’s face it, we’re not obsolete yet!
Q: What is E-E-A-T?
A: E-E-A-T stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It’s Google’s Search Quality Rater Guidelines acronym and a key factor in content quality. It’s like the VIP section of search engine rankings.
Q: How does ChatGPT-4’s inability to cite sources affect content creation?
A: It’s a bit of a headache, to be honest. You’ll need to spend time fact-checking and be on guard for misinformation. Not exactly a walk in the park.
Q: What are some of ChatGPT-4’s pitfalls for content writers and editors?
A: ChatGPT-4 can produce encyclopedic, surface-level content, use outdated training data, and has a tendency to produce stiff copy even when it’s prompted to use emotions. It’s like your high school history teacher trying to be cool.
Q: What are the liability concerns with using ChatGPT-4?
A: ChatGPT-4 can be a risky business. Think potential plagiarism, copyright infringement, making up facts, and committing reasoning errors. High-stakes content creators, beware.
Q: How can relying on AI hinder writer-editor growth?
A: Overusing AI can stunt your growth like bad posture. There’s less opportunity for skill development through practice, and an overemphasis on speed over quality.
Q: How can writers balance AI use and personal growth?
A: Treat AI like your assistant—not your replacement. Dedicate time for creative writing, skill development, research, and testing.
Q: How can a writer-editor improve AI-generated content?
A: Roll up your sleeves and start retooling.
