In the last insert, we explored how well our team could perform against ChatGPT for creating content. The results of our experiment proved that while the Large Language Model is a helpful tool for content creation, it could not replace the human creativity offered by a copywriter when speaking to different audiences or tackling industry specifics. While we’d love to say that “ChatGPT doesn’t stand a chance against us!”, one thing that technology has taught humans is the importance of adaptability. The inability to move with the tide can sweep you under the waves, so it’s essential for us to learn the ways that AI can improve the way we create content.
Open AI has already upped its ante and released an improved ChatGPT 4 that may be even more popular than the one released in November last year. It’s safe to assume that this is the first major update of many to come. It’s currently available as a paid feature on the ChatGPT platform where $20 gets you access, or free as part of Microsoft’s Bing Chat, which has a waiting list.
We’ll look into how the AI language bot holds up against a human copywriter with regard to script writing, website copy, technical documentation, and press releases. All these services and more are available from the team at TMG Global and can be customized to meet your unique needs.
One of the many skills needed by a copywriter is the ability to compose scripts for adverts. This can be a time consuming task, but it can be simplified by ChatGPT. These scripts can be used for TV or radio voiceovers, or by content creators on YouTube when speaking about your product.
An example video explores the ways you can prompt the chat bot to create a script, and while the results are completely fascinating and detailed, you’ll risk the possibility of sounding exactly like the next person if you don’t spend time adding personality to the output.
Human-written scripts feature more engaging content that is creative and focuses on exactly what people may want to hear. While ChatGPT produces content efficiently, this content does need to be thoroughly fact-checked as the AI does not have access to the internet. ChatGPT uses the data that it was trained on, this may be old or have new information that drastically changes the meaning of the information.
Rather ChatGPT can be used to generate ideas for scripts, and the AI can generate content from a wide range of niches, from comedy to drama, this makes it a useful tool that must be paired with a professional copywriter.
While it is a written preparation of words to be said, a script should always sound more natural than a written article. The intro provided by ChatGPT was very helpful for generating an idea, but it does have the essence and tone of an infomercial. This may be suitable for radio or TV scripts, but a platform like YouTube or TikTok requires peer-to-peer articulation with more personality.
Website copy is critical when trying to build an online presence as it’s usually the first point of contact between a company and its potential customer. It can be rather frustrating to realize that your sales don’t quite match the number of people visiting your website.
Copy produced by copywriters focuses on a brand’s voice, its values, mission, and the audience that they hope to attract. On the other hand, an AI like ChatGPT may only take into account technical information that is added to the prompt. The AI cannot understand the nuances of human interaction and rather fills in the gaps with what it believes is factual information.
While ChatGPT may be efficient and in some cases cheaper for small businesses or entrepreneurs, the copy that it produces will not be as engaging and this will lead to poor brand awareness and overall decreased sales.
Press releases are necessary for any company’s marketing and communications strategy. It provides the media with an official statement or announcement, and is typically used to share news about a company update, a new product launch, or an upcoming event.
ChatGPT is a great starting point for creating a press release as it can provide concise and factual information that is useful for getting information across effectively and efficiently. However, a large part of speeches and public speaking is the connection that the audience can feel developing as they’re being spoken to. A copywriter will be able to take these facts about your company and apply the nuances of language to create an engaging and tailored speech to leave a lasting impression.
Technical documentation is essential for any product or service that requires instructions or guidelines for use. Technical writers have a deep understanding of the topic that they write about. This means that they can provide your company with clean and concise instructions.
However, ChatGPT may be useful in generating technical documentation that needs to be used quickly and efficiently. It is important to note that this is a temporary solution as the documentation that is generated will still need a professional edit to ensure that liability and other specific information is correctly conveyed.
Copywriting is a niche skill that is necessary for content marketing as well as many other tasks that require specialized writing. This includes but is not limited to, script writing, technical documentation, press releases, and website copy.
While AI tools like ChatGPT can be used to quickly create content, the content generated will have to be thoroughly vetted so as to not cause liability issues. Having a professional copywriter who can create genuine, engaging, and creative content will lead to a more consistent and stable brand voice. This will lead to customer retention and satisfaction which will turn into sales. For more information contact TMG Global today for a free content audit and to find out how we can tailor a plan to meet your writing needs.
