Nobody could forget Basil Fawlty’s attempt to avoid mentioning World War II to some German guests at his Torquay Hotel. After suppressing his urge to speak about the unspeakable, he gives himself a Hitler moustache with his finger and starts goose-stepping around while his guests cringe and fume.
Content agencies are thinking about ChatGPT. You’re thinking about ChatGPT. But on no account must we speak about ChatGPT. It’s just too awkward.
Are we doomed?
Why is there an awkward silence about ChatGPT? Well, according to some, ChatGPT is going to put content agencies like us out of business. The minute clients realise they can dump us and use a quicker, cheaper robot instead, we’re toast.
So don’t mention the Large Language Models (LLMs). Or, if you have to mention them, say they’re totally rubbish and hope the whole thing will blow over. Phew! Crisis averted, business model saved.
Well, being this blasé is not in our DNA. Our approach to content production is to gather information, assess it, make clear conclusions and present them in a concise and accessible way. So, we’ve applied that process to ChatGPT and created a white paper with our findings. You can email us at email@example.com and we’ll send you a copy.
ChatGPT is amazing.
So are we!
There’s no two ways about it, ChatGPT is a groundbreaking tool that outperforms humans on many tasks. It can work its way around the information available on the internet in a blink of an eye, write texts in any style you care to mention, optimise copy for SEO, write code, create images, or compose music for you. All in less time than it would take a human copywriter to have a slurp of tea and open a few tabs on a browser, let alone begin writing.
Chatbots like ChatGPT require human input to set prompts, check through output and approve content. But overall there’s scope to reduce the need to pay people to do the work of reading through sources and typing it up with their clunky humanoid fingers.
So why aren’t we scared? Well, there are things we are awesome at that ChatGPT can’t do. Our white paper lists eight of them. You’re dying to find out what they are, aren’t you?
You’ll need to access the full white paper to read the list in its entirity. But here are a few for starters: ChatGPT can’t produce original content or insights. It can gather information and present differing views on a topic, but it can’t decide which is best. It can’t shake down all that information and arrive at a conclusion that is interesting, new and thought-provoking.
Also, who likes out of date findings? Not us. We want the latest, relevant research to enrich the content we produce. We also like our information to be truly accurate and not derogatory or biased in any way. The internet can be a scary place full of comments, agendas and abuse. LLMs may not be able to filter this, but we sure can!
And we want to be original! We don’t want to copy anyone else. Your brand deserves this attention and we aren’t convinced LLMs are giving it to you.
What are you communicating to your audience?
Marketing comes down to the message you’re giving your customers. Are they worth original content that shows an understanding of their needs, or is it enough to let a robot present a soupy version of what your collective competitors are saying?
We think Chat GPT is great. We use it as a tool in-house for things like idea generation and headline optimisation. We’re happy to talk about it, because we’re confident that we have much more to offer.
Find out why we came to this conclusion by reading our white paper. Email firstname.lastname@example.org or fill in the form below and we’ll send you a copy.