Content creation is experiencing significant transformations. This raises the question: Is this a time of concern or merely an evolution?

Technology is rapidly evolving, and since November 2022, we’ve witnessed the swift ascent of ChatGPT.

As reported by Statista, OpenAI's chatbot reached one million users in just five days. In contrast, Instagram required 2.5 months, while Netflix took 3.5 years to achieve the same milestone.

The creator economy has also faced disruptions due to ChatGPT's rapid growth. This has sparked both worries and advantages among content marketers and creators, leading many to ponder:

“Is this new tech era a worrying time or an evolution?”

How Are Content Marketers Responding to ChatGPT? Content marketers strive daily to produce engaging material, and creators across platforms echo this sentiment. However, headlines in major media and marketing outlets have ignited fears among these professionals.

Discussions often center around the potential negative impacts of AI:

“Are robots coming to take our jobs?”

Or conversely, the positive aspects:

“Can AI enhance the speed, scalability, and creativity of content creation?”

Let’s dive into the concerns and potential benefits that are on the minds of content marketers and creators.

Perceived Threats Posed by AI Many content creators and marketers express anxiety about the future of their work. Common fears include:

• Could AI surpass my writing skills, jeopardizing my job?
• Will content creation become fully automated?
• Might robotic-generated content undermine marketing efforts?
• Are humans irreplaceable by machines?
• Is AI an existential threat?

Such apprehensions are understandable. New technology often evokes fear. Now, let’s explore the possible benefits.

Potential Advantages of AI For solopreneurs and small businesses, AI presents tremendous opportunities:

• Content creation can become quicker, more adaptable, scalable, and innovative.
• AI can assist creators in producing content and altering their methodologies.
• Small content teams can achieve more than ever before.
• Solopreneurs lacking content skills or staff can generate creative content through AI.
• If experiencing “marketer’s block,” ChatGPT can provide a helpful nudge.
• Overall, AI may enhance our professional capabilities.

It seems ChatGPT has the potential to transform content marketing, wouldn’t you agree?

As a product manager, I understand how overwhelming daily responsibilities can be. Balancing corporate duties and part-time entrepreneurship often leaves little time for content creation. ChatGPT could serve as a valuable tool and partner in this process.

Keeping Up with Trends via the Content Marketing Institute Amid the fears and possibilities surrounding AI's impact on content creation, I continually educate myself on emerging trends. Truth be told, ChatGPT and AI are improving daily, making it challenging to stay updated. One reliable source is the renowned Content Marketing Institute (CMI).

Participating in the CMI Webinar: “ChatGPT vs. Content Marketing” The CMI is dedicated to equipping marketing professionals and creators with insights to stay ahead in the field. I recently attended an engaging webinar titled “ChatGPT vs. Content Marketing.”

Hosted by Stephanie Stahl, CMI’s General Manager, the session featured guest speaker Mark Bornstein, Vice President of Content Marketing at ON24. They examined both the positive and negative implications of AI on content creation.

To save you an hour, I’ll share a valuable case study from the webinar that can guide your AI journey.

Understanding ChatGPT Before presenting the case study, let’s clarify what ChatGPT is. I asked ChatGPT:

By the way, “GPT” stands for “generative pre-trained transformer,” but let’s simplify and refer to it as a robot. What intrigues me is its ability to utilize deep learning systems to generate responses that mimic human communication.

Utilizing ChatGPT in Content Creation The CMI has employed AI to assist with various elements typically involved in webinar preparation. Here’s a breakdown of what to expect:

• Promotional Content
• Promotional Emails
• Subject Lines
• Social Promotions
• Webinar Content

Let’s evaluate ChatGPT’s capabilities, its strengths, and areas for improvement through practical examples.

Promotional Content For the webinar headline, I asked ChatGPT to create an abstract.

The Prompt:

It took ChatGPT only three seconds to produce the following:

The Results:

I was genuinely impressed by this version generated by ChatGPT. It doesn’t require extensive information, the bullets are concise, and the text is well-structured, all produced rapidly. While "game-changing" is typical marketing jargon, you can prompt ChatGPT to refine such phrases.

Promotional Emails Building upon the abstract, I requested ChatGPT to draft a few emails.

The Prompt:

The Results:

The results were commendable, but as a content creator, I prefer more bullet points and whitespace. I then asked ChatGPT to incorporate four bullet points into each email and provide an alternative version. One outstanding example emerged:

While the bullet points were beneficial, it did contain excessive “hows” and marketing language. However, as illustrated previously, you can guide ChatGPT to remove specific terms.

This case study indicates that ChatGPT can aid content creators in brainstorming. Yet, something essential seems to be missing—a compelling call to action (CTA).

ChatGPT concluded the email with:

Subject Lines Crafting effective subject lines often requires a skilled copywriter. You might question whether ChatGPT-generated subject lines sound authentic.

The Prompt:

The Results:

While the results might be slightly lengthy, they definitely resonate with a human touch! I genuinely appreciated the output and would have considered similar subject lines. ChatGPT crafted these within seconds; I would have taken 20 minutes. If I tasked a Junior Product Manager with 30 minutes for this, I doubt they would have produced such crisp lines.

Social Promotions If you're hosting a webinar, social promotions on platforms like Twitter are essential.

The Prompt:

The Results:

This is truly fascinating—ChatGPT even generated its own hashtags! If there's a specific hashtag you want included in promotional posts, be sure to mention it in your prompt.

Webinar Content A solid presentation outline is critical for any webinar. Thus, I requested ChatGPT to produce one based on the previously created abstract.

The Prompt:

The Results:

ChatGPT can indeed assist in brainstorming presentation ideas and help identify any gaps in your agenda.

Interactive Content Engaging with your audience during a webinar is vital, so I asked ChatGPT to generate a poll with 3–4 responses.

The Prompt:

The Result:

This example illustrates that content creators can leverage ChatGPT for generating polls. The suggestions are impressive, and all three options are valuable.

Best Practices for Maximizing ChatGPT in Content Creation Here are key takeaways from the content creation examples shared above:

1. Be Specific

   ChatGPT needs clear guidance. Accurate prompts yield better results.

2. Provide Context

   ChatGPT relies on context. The more information you provide, the better the output.

3. Train It

   If you want specific terminology or tones, instruct ChatGPT accordingly. You can also ask it to avoid certain phrases.

4. Edit Thoroughly

   Everyone needs an editor. Editing will become essential for content creators, who must also verify facts, as ChatGPT is only as good as its training data.

Content Creators Must Acquire New Skills AI can be a supportive partner in content creation but requires human oversight. Remember that ChatGPT is a tool—its effectiveness depends on the quality of your input.

We must adapt, learning how to express our brand's voice through ChatGPT. Enhancing our prompting and editing skills will be crucial.

AI has the potential to make our content production processes more efficient and powerful. It's a remarkable opportunity that hinges on how we harness it.

The Future of Content Creation Is in Our Hands We are just beginning to explore the capabilities of this technology. I firmly believe ChatGPT will be an invaluable partner in our work, streamlining our efforts and providing a head start.

While new technology can be intimidating, we should embrace it as an ally. ChatGPT is not a foe.

Returning to the original question:

“This new tech era represents an evolution for content creators!”

However, it’s essential that we employ it wisely, responsibly, and ethically.

I look forward to hearing your thoughts on ChatGPT and its role in content creation!

Watch the YouTube video here.

Kristina God is a Top Writer on Medium. Alongside her role as a full-stack marketer and manager, she co-founded SCM and operates a successful online business with her partner.

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