Great article by Top Rank Marketing on the future of marketing and the use of ChatGPT.

To summarise

1 — Human content will need human insights to stand out

ChatGPT is a great way to create content, but the content it creates is average.  Let's not forget that AI does not have a sense of humour or understand sarcasm.

I totally get many brands put out "average" content. I often get asked by brands to write content and when I give them the price, the response is always the same, they say "I can get content written on Fiverr for half the price".  And they are right, but I will respond "but my content is read".

And that's the point.  You can create content, but content for contents sake is waste of time, and money.  Content is a way for your business to start conversations, because conversations create sales.

I have also deliberately written paragraphs above that reflect a human personality and opinion, I think I have a sense of humor, but I know many people disagree.  ChatGPT cannot write like that and people are looking for human content.

2 — AI will make SEO optimization easier and faster

AI will make SEO easier as you can get ChatGPT to create you a list of keywords and then get ChatGPT to write content using those keywords.  But when everybody has done this, where is the competitive advantage? I have a friend who writes amazing SEO defined content, always on page 1 of Google, but the content is totally unreadable. 

His objective is to get on page 1 of Google, where as the objective is to be read by a prospects, to peak their interest to start a conversation with you.  There is a big difference. 

In this 40 minute podcast about ChatGPT, they argue that people value "good stuff" over "free stuff".  For example, do you want to listen to OK music for free, or The Beatles where you have to pay for it?

I totally get that some of you may have said, I would actually take the free music and I get that.

They go onto argue in the podcast that as the number of blogs, content increases, we have to get better and better at finding the content we want. 

In the future, (if not now) it is platforms that house trusted content and the influencers that create that content that will win. 

With more and more content, how humans search will change, we are tired of finding content on Google page 1 that is unreadable and Google, if it survives, will change too. 

3 — AI will become a “writing partner,” not a replacement

The article ends ...

"No matter how advanced AI becomes, the truth is there will always be a market for informed, insightful human content written from experience, with a real point of view, and for a particular purpose. The trick to making ourselves useful in the future will be the same as it always has been: understand our audience and provide them with the best, most human content we can."


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