ChatGPT: Is Adding AI Writers To Your Content Production Process Worth It?
This is the first article in a series of two. The second article is ChatGPT: AI-Assisted Writing Pros, Cons, and Tips to 3x Content Production.
We have entered the world of AI-assisted everything, and the latest mind-blowing artificial intelligence (AI) advances include ChatGPT. Within days of OpenAI’s release of the chatbot in November 2022, marketing leaders everywhere were asking their teams how many writers they could replace with this emerging and powerful technology.
If you’re considering adding AI writers to your content production process, you’re not alone. Many enterprise teams are turning to ChatGPT as a way to speed up their content creation process and improve the quality of their output. However, AI writers aren’t ready to replace anyone on your content team.
Let’s take a closer look at the highest-volume and best uses of ChatGPT and AI writers for enterprise content teams, based on my experience working with these tools for the last several months.
What is ChatGPT?
Generative models are one of the most significant advances in artificial intelligence (AI) today. OpenAI’s ChatGPT is the one that has gained the most attention over the last few months, and with good reason: built and trained on OpenAI’s group of GPT-3 large language models, ChatGPT (Chat Generative Pre-trained Transformer) has left most people open-jawed at its capabilities. Based on a written prompt you provide, it can generate text ranging from poetry and fiction to video demo scripts and blog articles. And, ChatGPT can write code.
And this is only the beginning, as the GPT-3 model already has new capabilities and is considered to be in version GPT-3.5 today. Already, search-engine marketers are buzzing about GPT-4, OpenAI’s highly-anticipated next version of the language model, expected later this year.
After OpenAI released GPT-3, entrepreneurs got to work creating online, AI-assisted writing products that leverage the open-source generative model’s deep learning capabilities in specific domains, like business-to-business (B2B) content marketing. Some of these tools include AI Writer, AnyWord, Copymatic, Jasper, Rytr, and Sassbook. [Editor’s note: These AI writers are listed here for your convenience; Anaconda does not benefit if you visit these sites.]
AI-Assisted Content Production
Adding AI to your marketing technology (martech) stack may sound complex but once you get started, you will see how far it can extend your content team’s capabilities. Be sure to think strategically, and allow the people who produce the content for your team to weigh in as you are considering your technology approach and options.
Ask them to map their current process against the sample content production process outlined below. See where their process aligns, and where you’ll need to recalibrate your own content approach.
AI-Assisted Content Production Process: Steps, Roles, and Considerations
|Content Production Step||Tasks||Roles: People and Technology|
|1 SEO research|
Identify target keywords
Find related and long-tail keywords
|* ChatGPT: Brainstorm relevant keywords|
* SEO tool: Identify keyword search volume and trends
* People: Filter and identify best keywords based on volume and relevance
|2 Keyword filtering|
Identify most relevant keywords and those that signal intent
|* People: Subject matter experts (SMEs) identify keywords that a buyer might search to look for a solution like what you offer|
|3 Topic cluster development||Plan a cluster of content that speaks to your target personas||* People: Choose content topics and form factors for content (e.g., blog article, infographic)|
* ChatGPT: Brainstorm blog-article headlines for target keyword
|4 Content outlining||Create outlines for long-form content||* ChatGPT: Build outlines for long-form and short-form content|
* People: Review ChatGPT’s outputs and adjust for domain relevance
|5 Long-form copywriting||Write copy for long-form content||* AI writers: Draft version-one introduction, headers, and copy|
|6 First edit||Edit what the AI writers drafted||* People: Fact-check, SMEs review copy for accuracy and domain relevance|
|7 Second edit||Fine-tune the copy for your brand, tone, and voice||* People: Weave in your brand’s voice and narratives, and link to product pages and other on-domain content|
* AI writer: Run plagiarism check
|8 Short-form copywriting||Write meta and social copy||* AI writer: Write content meta descriptions, social posts, and schema code for publishing|
|9 Identify featured images||Create or choose images to include with copy||* AI image generator: Use DALL-E or similar tool to generate images|
* People: Create images
|10 Publish content||Publish content and images||* People: Manually or using an API, load copy into your content management system (e.g., WordPress)|
Becoming an AI-Assisted Team
AI writers have taken marketing teams by storm but whatever your function is at work, it’s safe to say that now is the time to plan for becoming an AI-assisted professional. In a content marketing context, that means using AI writers as a supplement, not a replacement, for human writers. Human writers bring unique perspectives, creativity, and the ability to understand your organization’s area of expertise and target audiences—and these are capabilities AI writers may never have.
It’s critical to apply ChatGPT and AI writers strategically, to get the most value from their use and to avoid negative outcomes from applying AI haphazardly. Consider their benefits and drawbacks, and anticipate recalibrating how you use it over time, based on how the tools improve and change. We can expect a lot of change in capabilities and features of AI writing tools in the coming months.
When Individuals Get Value, Organizations Realize AI’s Benefits
MIT Sloan Management Review and Boston Consulting Group published research on achieving individual and organizational value with AI in November 2022. Their report shows individual value from AI is essential for organizations to obtain value from the technology. Employees get individual value from AI when using it “improves their sense of competency, autonomy, and relatedness.”
That means the organizations that will get the most benefit from AI-assistive technology are those who apply AI in ways that provide individuals with value. So what comes next depends on you and your team, and how you apply AI in your content operations. Tag us on social media if you talk about how your organization is using ChatGPT and AI writers and the results you are seeing; we’d like to continue this conversation in future blog articles.
Learn More About ChatGPT
Check out Sophia Yang’s article on the abilities and limitations of ChatGPT, and watch Anaconda CEO and Co-Founder Peter Wang’s panel discussion about the transformative power of ChatGPT and other large language models.
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