ChatGPT is taking the digital marketing space by storm. Learn how you could maximise its powerful features while guarding your business against its current limitations.

Business owners and marketing experts alike understand the importance of creating quality content. They know it’s a crucial tool for them to engage their target audience and drive more leads to a business.

With the rise of chatbots and other Artificial Intelligence (AI) tools, this task becomes easier… and a little bit more complicated at the same time.

The reality is, businesses can no longer completely ignore tools like ChatGPT and the role they could play in digital marketing. And yet, it’s also not prudent to completely rely on a work-in-progress tool to generate all your content marketing needs.

As such, the key is to completely understand what ChatGPT can and can’t do. This way, you can maximise its full potential in your marketing.

In this article, we’ll give you four benefits ChatGPT can provide for your marketing—specifically ChatGPT-3.5, which is the free version—as well as four of its limitations that you need to guard against.

4 Things ChatGPT Can Do

As an AI language model, ChatGPT could be put to the task of handling many different aspects of your digital marketing. Here are four of its best capabilities that could take your marketing to the next level:

Benefit #1. Generate ideas to counter creative block

Forcing your brain to come up with content ideas when you’re out of creative juices is not the most pleasant of experiences. At times, what the mind needs to keep out the creative block and get those ideas flowing is a bit of help.

ChatGPT is a great tool for doing just that.

Whether you need an idea for your next blog post or social media content, you could simply tell the chatbot about your business. Detail what you’re trying to come up with and it could generate those ideas for you.

Benefit #2. Speeds up cross-posting of content

ChatGPT functions best when you feed it an already well-written input that it could turn into something else.

Let’s say you want to turn a 1,200-word article into four 300-word standalone emails. You could do it in seconds with ChatGPT. The same is true if you have a video transcript that you want to chop up and turn into short-form quote cards for your social media accounts.

This is great if you use multiple online platforms to market your business.

With the help of the AI tool, you won’t have to do any of this content repurposing yourself. You could just let ChatGPT do its thing… and cross-posting of content becomes a breeze.

Benefit #3. Create content consistent with your brand and tone

Modern-day AI tools have gone leaps and bounds in terms of analysing sentiment and tone. ChatGPT is no exception to this.

If you need an article or a social media post rewritten to match a specific sentiment or tone, be it positive, negative, or neutral… well, all you have to do is ask.

Benefit #4. Provide an affordable alternative to a full-service content creation team

You could think of ChatGPT as an extra set of hands or two for your marketing team. Since you could use it to help with your research, brainstorming, and even actual content generation, it can help you reduce the costs of hiring a full-service content creation team.

This is a good alternative if you have budget constraints. After all, the basic version of ChatGPT is still free for everyone to use.

But just to reiterate…

ChatGPT as it exists today cannot yet replace your entire content creation team. And here’s why.

4 Things ChatGPT Can’t Do

As a work-in-progress, ChatGPT as a content creation tool has many limitations. Discover four of the biggest things it can’t do, which makes it incapable of running your entire digital marketing strategy:

Limitation #1. Can’t generate perfectly grammatically-correct content

As of writing time, ChatGPT’s sensitivity to typographical, grammatical, and spelling errors is severely limited. And as you know, these kinds of errors could greatly affect the quality of your marketing content.

This is why it’s always a good idea to double and triple-check any content you’ve asked ChatGPT to generate.

Aside from the fact that you might encounter plagiarism issues when you publish something that’s fully AI-generated, you might also find some grammatical issues. And such issues can easily deter your prospects and clients.

Limitation #2. Can’t multitask complex tasks

ChatGPT works best when it’s instructed to focus on a single task or objective. That said, if you make it perform multiple tasks at the same time, its efficiency could suffer.

And you might find that it can’t deliver quality results.

Limitation #3. Can’t produce long-form, structured content

Some of the best content that has come out of ChatGPT are short-form content, like quotes pulled from an already-written article.

But if you need a 2,000-word blog post, for instance, ChatGPT would struggle to come up with it. It’s unable to produce something coherent that follows a specific structure, format, or narrative.

That’s because all it does as of the moment is string pieces of content from the data it’s been trained on. And as of this time, it still doesn’t have the capability to present those content pieces in a lengthy piece—particularly in a way that makes perfect sense to any reader.

Limitation #4. Write content that showcases contextual knowledge and emotional intelligence

It’s true that ChatGPT could analyse sentiment and write content in a specific tone. But it still doesn’t have the emotional intelligence of a human being.

As such, it is notorious for producing content that’s technically correct… But is lacking in nuance, context, and the careful consideration a person would have when writing content for an audience.

And as we know, much of your digital marketing strategy relies on your understanding of your prospects and clients. So, you still need that ‘human touch’ in your content creation. This is how you’ll ensure that your leads won’t feel like they’re engaging in business with a machine.

Maximise ChatGPT for Your Content Needs

Indeed, ChatGPT can be a very powerful tool for anyone who knows and understands the bounds and limits of the platform’s current powers.

And as new versions of the language model are bound to be released in the future, you have to keep abreast with every development. This way, you’ll understand how you and your marketing team could utilise it as a tool to enhance your business’s marketing strategy.

Now, if you’re wondering what other uses your business might have for ChatGPT and other available AI tools…

Feel free to schedule a free consult with one of our GMS experts.