Why You Need Humans In Your Content Corner
ChatGPT is one of the hottest topics in the content world, if not the hottest topic.
Months after its release, the artificial intelligence (AI) bot that took the world by storm is still drawing a lot of attention, especially with the new update being released a few weeks ago that brings some impressive updates to the system, including the ability to recognize and respond to images, which can be helpful for those with visual impairments.
Undoubtedly, we will soon see headlines being written and think pieces being drafted that talk about why we are one step closer to AI putting us human writers out of business.
Why bother spending time researching and writing a blog post with unique insight that is going to rank highly in search engines in your chosen industry when you can just ask ChatGPT to spit out information that has already been shared?
(That was sarcasm, by the way.)
That’s the main drawback to using AI to create your content: it’s not creating anything new. Every bit of language it uses is language that has already been used on the web.
ChatGPT Is Not Special
Everything ChatGPT gives you is taken from information that already exists somewhere else. It’s not giving you any net-new content that you could’t find yourself.
It’s just making it easier to be produced.
If you’re a company that is just looking for clicks on your blog or website, and you have a bare-bones marketing staff, then ChatGPT might be a useful tool for you to get eyeballs on your website while saving you time in the process.
But what you do with those visitors once they’ve entered your site is the crucial next step, and ChatGPT is not yet capable to create a content marketing strategy. Humans maintain that advantage, which is important when you want to reach other humans.
Why a Human Touch Is Important
Wouldn’t it be boring if everything was written in the same voice and tone?
That’s a risk we face if we allow AI to gain too strong of a foothold in our content creation efforts.
If you want it to write listicles and top 10 lists, yes, by all means, use it.
Save the big, meaty content pieces for humans who can write in a distinctive brand voice and bring some personality and nuance to the piece.
After all, humans can ask interesting questions that garner interesting answers based on shared experiences.
Humans have empathy and know when certain topics will resonate with given audiences, and when certain topics should be avoided.
Humans can have conversations at company events and during meetings to uncover those storytelling nuggets that drive narratives forward.
Humans can create a content strategy aligned to your company’s business goals, customer pain points, and subject matter expertise.
AI can’t do that … yet.
Don’t Discount AI, Though
Before you accuse us of being a couple of curmudgeons whose opinion is guided by the idea that AI taking off would be bad for business, we ask you to hold your horses.
AI is not something to be feared. Used the right way, it can have a positive impact on your marketing efforts.
As the technology improves, there will, undoubtedly, be new and exciting features to improve storytelling efforts.
What that looks like remains to be seen. But here at Yelram Media, we are optimistic that advances that AI has enabled in other industries could reap the same benefits for content creators.
We are, however, still a ways off from AI creating the gamut of meaningful content you need for your business and marketing efforts. Maybe that day will come. Maybe it won’t.
Valuable, relevant storytelling will always benefit from a human touch, because a machine can’t determine what is and isn’t interesting, only your audience can.
You know, other humans.