ChatGPT and Content Creators — How AI will force creators to rethink their outreach strategy
Featuring an interview with GPT-3
The irony of ChatGPT and content creators: bloggers and creators have been using ChatGPT (and other similar platforms) to help them output content at record speed — meanwhile ChatGPT is a pretty big threat to the creators’ bottom dollar and traffic drives.
You’ve probably heard about ChatGPT and read half a million articles about it already. It’s taking the world by storm, and there are tons of other companies following suit with their own AI solutions.
People are able to enter a prompt and the AI chatbot spits out whole paragraphs of concise information.
If you’ve used this technology at all yet, you probably figured out pretty quickly that it functions as an information search tool, not just as a way to create content at the speed of lightning.
Type in a question, and it’ll give you an answer based on the vast amounts of knowledge it draws from…all in seconds.
Imagine that instead of using Google to sort through all of the ads and top search results yourself, you could just type in a simple prompt to ChatGPT and get a whole slew of insightful information summarized within just a few short moments.
This is AI, and it’s here to stay.
So, what does this have to do with content creators?
Well, if people aren’t being fed paid ads and preferred websites by Google — nor are they having to actually visit people’s websites and blogs to find the answers they’re looking for — content creators and writers are going to have a lot more difficult of a time getting their work out there.
A lot of the current methods of monetizing a blog become less self-sufficient when you can’t drive traffic to your site through search engines anymore.
I mean, why would people take all that time to read through one person’s blog post, when they can just get the information they need from a source that draws from multiple other sources?
Well, as you can imagine, they probably won’t.
There is a bit of good news, though.
Firstly, AI search engines could cite the sources of the information that is being presented, making it easy for you to visit the website for more details about the topic you’re interested in. Engines like Neeva are already doing this (they are testing their AI engine currently), and the big companies are also making moves to keep their place in line.
Another plus is that this could aid in driving traffic to your site. It may even help lesser-known creators be discovered easier than with conventional search engines like Google that are mostly pay-to-play, with highest bidders dominating the first pages.
Secondly, there are things that content creators can provide other people that AI simply can’t do right now.
I had a little interview with GPT-3. This is what it had to say about that:
Me: What can content creators do that AI can’t provide?
GPT-3: “Content creators can offer engaging content that engages readers’ emotions and creates an experience. AI can’t offer that. Content creators can utilize storytelling to connect with the readers in a way that will draw them in and make them relate to the topic, which AI cannot do.
Also, content creators can position themselves as thought leaders, offering expert analysis and thorough research that goes beyond what AI can provide.
Content creators can offer unique perspectives, opinions, and insights that you can’t get from algorithms.”
Be a human. — (revolutionary, I know)
Okay, I think that this one is pretty obvious: human connection and thought leadership. Make sure you’ve really refined your brand’s story to connect with and spark interest in your audience. I can get behind that, and it’s already pretty conventional knowledge.
But people aren’t usually out keyword searching other people’s specific stories. Stumbling upon these usually happens organically, like through short form videos.
So what does this mean? Utilize social media. Even more than you already are. Really get your story out there for people to take in.
While this seems like an obvious concept, I’m more so speaking to the creators out there like me who cringe at the very thought of making social media content. I’m so, so guilty of not having a social media presence, myself. And I see you. But we gotta take action. It’s not really an option anymore.
I think that reaching your audience through social media will be even more vital than it was before. So, if you’re already doing this, keep it up. If you’re not, though, you really need to start focusing on your social media strategy — like yesterday.
Increase focus on how-to and walk-through videos.
So, what else can’t AI do?
What about how-to and step-by-step videos? AI can’t do that — at least not yet.
Just for fun, I plugged in this question prompt to see if our AI friend had any projections about this:
Me: “Can AI currently do how-to videos?
GPT-3: “No, AI can’t create how-to videos yet. However, content creators are in a great position in that people are yearning for how-to content right now.
More and more people want to learn how to do things, and video tutorials are the perfect way to deliver information in a way that’s engaging, easy to understand, and accessible.
It’s true. How-to videos are chock full of traffic, and it’s the perfect opportunity for content creators to really shine.
So, if you can create informative how-to videos and position yourself as an expert in your niche, you’ve got a great opportunity right now to tap into that market.”
A lot of creators have been doing this for a long time, but if you’re not, it would be a good idea to get on board and create this type of content. This way, you can drive people back to your written content (especially if that’s where a lot of your affiliate links live).
Whatever the topic is, though, don’t just TALK about it. You have to SHOW people. Remember — AI can make lists, but not walk-throughs. That’s where you come in.
Take advantage of various platforms with built-in audiences.
Another thing to consider as a content creator would be to make sure you’re on multiple platforms with their own native audience. The big social media guys (Instagram, TikTok, Facebook, Twitter) are a given.
But don’t forget about platforms like Medium, Newsbreak, and Pinterest, either. Because all of these options have their own audience built-in, you won’t be hit as hard from a drop in conventional search engine use.
I think these things have all been relevant avenues for growing an audience, but now they’re more pertinent and necessary than ever.
Anytime new technology comes out, we tend to freak out and think it’s the end of the world. I honestly don’t think that’s the case here. But I do think it will be imperative for creators and writers to make some pivots in their outreach methods.
Going forward, I plan to focus heavily on these things myself, and constantly be on the lookout for how to avoid the downsides of AI.
TL;DR
ChatGPT and AI are shaking things up, which could spell problems for content creators in driving traffic to their sites (and, therefore, their affiliate links).
Creators and writers will need to make some pivots and close gaps in their approach to reaching their audience.
- Make sure you’re utilizing social media to its full potential — (I’m talking to you fellow introverts)
- Make How-To/Walk-through videos since AI can’t
- Become a part of multiple platforms that have a native audience
What are your ideas about AI and the threats and benefits it creates for content creators?
What if AI could provide the human connection that people need in times of loneliness?
The AI used in this story was GPT-3 via LEX word processor.
