ChatGPT, which was released by OpenAI last year, continues to dominate conversations as the online chatbot churns out instantaneous (and often witty) content. But could it replace creative writing jobs?
Here, Julaine Speight, co-owner and marketing director at Altrincham digital marketing agency First Internet, writes about why good content is a process, not a programme.
There’s been quite a lot of chatter about ChatGPT this week.
Unlike some, we have not talked about how tech may replace us all in the dim and distant future. We have not worried that copywriters will become redundant, or content providers obsolete.
What we HAVE talked about, here at First Internet, is the importance of remembering WHY we provide content.
The role of copywriters
The role of the copywriting team here is to work closely with our clients and to really get under the skin of their products, services and business objectives, before helping to identify the marketing objectives, and drill down into how digital is part of the whole mix.
It means taking time to research the audience, know its priorities – and realise how those priorities fit into ever-changing cultures, and could be impacted by constantly fluid trends. It is then to provide copy and content that targets that audience, incorporates key messages and fits in with the overall client brand voice. And is interesting to read. AND will still be approved by Google.
It’s the last point that we find particularly interesting. There’s so much content already out there after all, surely people aren’t planning on using tech to just churn out words to try to improve their SEO? That won’t work in the long-term.
Good content is unique
15 years ago, a lot of SEO content was clumsy and formulaic, crammed with key words and quickly shot down by Google. AI text may be more sophisticated now but not only does it have no human nuance, it will still ultimately follow formulas that will keep being spotted by search engines, and this will prevent it working as effectively.
We want our team to be authentic marketers. We see ourselves as additions to our clients’ organisations and we provide work that reflects that. We help raise awareness, drive sales and build relationships.
We have never had a penalty from Google because, whilst there might be trends and ‘time saving’ tech appearing all the time, it remains the responsibility of the marketing team to think of the long-term impact, not use shortcuts.
The response to ChatGPT seems to split into two core groups. Those that think it is amazing and are happy to churn out generic content to try and improve their SEO and get more links to their site – and those that think marketing should be authentic, involved and unique to the audience and the brand.
Good content is unique, it is creative, it is personal and must be approved and supported by search engines, so that it can talk to the audience in the right way and in the right space.
Because if it’s not authentic or effective AND ultimately isn’t even reaching the right people, what’s the point?
