First, some truth.
The world of content marketing suffers from a big problem: there’s a lack of original, authentic content.
Why? Because creating content consistently is hard.
It’s a problem that almost every content marketer or a creator (in the wider creator space) faces sometime or another.
I did. And I’m sure you did too.
But only the best marketers — the ones who are determined to stand out — consistently create content that is fresh, relevant, and provides real value to their audience.
Not every marketer does this. And they fall under pressure to stay relevant, to hit their traffic and leads goals.
Because of this pressure, many marketers fall into lazy tactics. They stop creating original content and start regurgitating other people’s content, pretending it is theirs, when in reality they have completely lost the meaning of being a content marketer, and worse, they end up hurting their brand more than helping it.
Why is ChatGPT the best thing to happen to content marketing?
Just to refresh what ChatGPT is, it’s a piece of AI-based technology built by OpenAI that can provide responses that appear surprisingly human.
So, the very first obvious thing that comes to mind for somebody who is just there to fill their blog and generate links is, “Oh, great! I can now create content out of thin air with barely any effort.”
But I think that’s exactly what ChatGPT can help fight.
There’s an epidemic of fluff out there in the world of content. And ChatGPT can be the vaccine that’s going to put an end to all that fluff.
Why? In the past decade, several brands, especially in B2B SaaS, have grown using content marketing just by echoing the most obvious, established statements or thinking that was said by others.
And that doesn’t work anymore. It wasn’t supposed to work in the past. But now it never will.
With the power of ChatGPT, anybody with half a brain and an internet connection can create a library’s worth of content.
But it’s not going to help you stand out.
Yes, ChatGPT can help you churn out one piece of content after another. But what’s the point if it cannot help you with becoming an expert?
As a result of this technology, you will now see a big difference between genuine content creators or brands and copycats.
Because, to stand out, you need expertise. You need facts. You need to back up your statements with data to let people know you’re the expert on this topic.
Until then, you’re not going to look like a needle in a haystack. Instead, you’re going to look like… the haystack.
Get the fluff out of here
Anyway, as a marketer, I’m happy to see this piece of technology come about. But like I said, it’s not for the reason everybody thinks. So, I think ChatGPT has the power to put an end to this menace of fluff that we suffer from every day. The internet cannot take it anymore. I cannot take it anymore. This should be it.
Take care, and have a nice day.