November 7, 2023

Will ChatGPT replace copywriters and content marketers?

Juliyana Fridline

No, of course not. Someone has to type in the prompt, right?

All jokes aside, the rising popularity of ChatGPT and AI has left many marketers concerned about their careers. ChatGPT has been glorified as a magic wand to solve all of your problems. Need to write a blog? Use ChatGPT. Too busy to create a social post? ChatGPT. Have to write an email that needs to be a professional version of “per my last email? ChatGPT.

This technology is promoted as a way to solve all of your organization’s problems. But should it replace content marketers and copywriters?

Let’s look closer at ChatGPT and why organizations still need to hang on to their content department.

What is ChatGPT, and how does it work?

ChatGPT is a natural language processing artificial intelligence tool that can answer questions and assist you with a variety of tasks, like writing a blog post or composing an email. You only need a username and password to connect with this free AI tool.

ChatGPT learns common patterns of natural conversation to produce content that seems…well…human. The content it generates is generally easy to understand and can be as detailed as you need it to be. Let’s ask ChatGPT a question:

The chat continues on, but you can see that the software certainly knows what it’s talking about. This is because there are hundreds of materials and documents on why the sky is blue—it’s certainly not a new discovery. ChatGPT can dissect the facts available and create a “new” article.

Let’s get to the point, will ChatGPT replace copywriters?

Everyone’s favorite answer: it depends. 

In theory, yes, ChatGPT can replace a copywriter if you want simple, straightforward content with little personality. Listicles, how-to articles, and basic topics are where ChatGPT can show its strength. This type of content is needed in many organizations and industries, so using ChatGPT or other AI writing tools can be a cost-effective way to create content.

ChatGPT, though extraordinary, misses the mark on one thing: humanity.

Humans are full of personality, humor, creativity, and special little quirks. Our past experiences, interactions, and interests play a vital role in the quality of our writing. And that’s what a brand needs to succeed—a human.

ChatGPT can’t give your brand a new, unique personality that will set you apart. Consumers are bombarded with hundreds of different brands that seemingly do the same thing. And then there’s social media which creates even more noise and distraction. Your brand is what sets your product or service apart from the rest. It’s an experience that stays with your customers and can only be successful with a certain element of humanity.

Technically, you can ask ChatGPT to input ‘personality’ into its writing style, but in our experience it either comes off as safe or incredibly cringy. ChatGPT is not a person, so it has a difficult time create content with distinguished characteristics.

If your organization's goal is to create meaningful, memorable content that supports your brand’s values, mission, and tone of voice, then just utilizing ChatGPT isn’t going to cut it.

Is ChatGPT plagiarism?

The one word that sends shivers down every copywriter’s spine…

No, ChatGPT technically doesn’t plagiarize. It gathers its own text from thousands of different resources available which means it can produce similar content, but it’s not flagged as plagiarism.

But in that same sense, it begs the question, does ChatGPT create truthful prose? ChatGPT has no original thought, no original graphic, and it relies on data that the vast majority of the planet doesn't understand it has given up claim to. Meaning it can create a piece of content derived from false data or opinion without intention.

How can marketers utilize ChatGPT?

There are hundreds of ways marketers and copywriters can use ChatGPT to optimize their daily tasks. Some of our favorites include:

  • Idea generation: Ask ChatGPT to generate headlines, topic ideas, and more to kickstart your campaign. You can mix and match responses to create the perfect and add a personal touch!
  • Identifying keywords and phrases to consider: If your company focuses on SEO, you can ask ChatGPT to generate keywords and phrases to consider based on your competitors.
  • Accelerating research: Whether you’re short on time or have no idea where to begin, ChatGPT can be a helpful research tool. You can also ask follow-up questions to gain a better understanding of a specific topic.

Essentially, ChatGPT can give you the logs, but it’s up to you to build the cabin.

Let’s say you’re a social media expert, and your target audience is B2B companies:

In a matter of seconds, you have 15+ blog topics to choose from to populate with your own expertise.

So what’s the bottom line?

Good writing comes from in-depth, creative thinking, and ChatGPT doesn’t think. Just like how a calculator helps with a math equation, ChatGPT can be an excellent tool to help you throughout the writing process, but it’s not the solution. Ultimately, without humans, it’s useless. Even ChaptGPT agrees.

Now that we talked ourselves back into a job, how about we take this offline? Get in touch with our team to get started on your next amazing project.

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