Crafting effective B2B content using ChatGPT, the marquee name among text-generation AIs, has its limitations. While AI technology has made impressive progress, there are certain areas where ChatGPT falls short, particularly in the realm of B2B content.
Let’s explore these limitations and highlight why human content creators remain essential in B2B. At least for the time being.
1. Lack of human nuance
One of the main challenges with ChatGPT is its inability to capture the nuanced tone and style required for effective B2B content. As a content creator, you know your audience requires a level of sophistication and nuance that resonates with them. ChatGPT, while proficient in generating text, typically lacks that essential human touch that creates a connection with your audience.
Just what is that “human nuance”? If I knew exactly, I’d find somebody to write a generative AI to emulate it. But there’s an uncanny valley between AI-generated content and good human-created content that may persist for a long time. Note I said “good” because there’s plenty of 100% human-made dreck on the web already.
2. Limited research capabilities
In-depth research is paramount in the B2B content creation realm. It’s crucial to have a profound understanding of the industry, target audience, and market trends. ChatGPT, despite its database of knowledge, struggles to provide the depth of research and insights that a human content creator can offer.
This can result in content that lacks the authority and relevance required for B2B audiences. Particularly if that audience is composed of senior staff with a sharp eye for content value.
3. Creativity and originality
B2B content needs to be more than just informative; it should be creative and engaging. ChatGPT can be a good adjunct to human creative work, but often falls short when it comes to pure creativity. It can’t generate metaphors, weave compelling narratives, or produce truly unique content.
Another aspect of this that’s important to remember? Originality of content, meaning it’s offering something – insights, perspectives, what-ifs – that aren’t found elsewhere. This is the value audiences trust and want, and is as much the province of smart subject matter experts as it is that of creative teams.
This creative element is what sets truly great B2B content apart and makes stick in mind with its consumers, a quality that human content creators excel at thanks to our individuality and tendency to get bored by rote and repetitive presentation. Having suffered through it, we’d rather not inflict it on somebody else.
4. Tone, voice and style consistency
B2B content must maintain a consistent tone and style that aligns with the brand’s identity. ChatGPT can struggle to maintain this consistency, often producing content that feels disjointed or robotic because the AI can’t really comprehend a brand’s personality or voice. It can duplicate certain aspects of style, certainly, but the nuances of brand personality are beyond it. That’s despite claims to the contrary.
Human writers are skilled at adapting their tone and style to match a brand’s voice, and know how to vary it, if judicious, to drive even greater impact.
5. SEO optimization
Effective B2B content requires the invisible integration of SEO principles. While ChatGPT can help with SEO in a variety of ways, and certainly with backend and code generation that helps with SEO, in drafting or revising content it occasionally overuses keywords, resulting in text that reads as forced and unnatural.
Skilled human content creators can seamlessly incorporate keywords, enhancing the content’s search ranking while maintaining readability. A clever-enough writer can even use SEO to improve readability.
The value of editing in content creation can’t be overstated. ChatGPT produces content and can review it for grammar and suggest alternative phrasing and construction, which can save time on the drudgier aspects of editing. But it lacks the meticulous eye that buffs and re-buffs content for inventiveness, engagement, emotion, individuality and more.
This is where human writer/editors shine, as they take raw content and refine it into a polished, professional piece of work. As one expert put it, ChatGPT can be “a prosthesis for something that many people find very difficult to do: writing competent prose.” But it can’t emulate the intelligence and talent that take content beyond what’s merely serviceable.
7. Unintentional plagarism
Finally, an area of concern with ChatGPT is the scary potential it creates for unintentional plagiarism. Due to its vast database of information, it may inadvertently generate content resembling existing material that’s already published on the Web.
Originality is king in the B2B content arena – especially if you’re trying to create a sense of value with your target audience. Avoiding any hint of plagiarism is crucial to maintaining credibility and trust with them.
Where does this leave us? With the oft-stated notion that ChatGPT is a valuable tool for various tasks, but it has severe limitations when it comes to the creation of high-quality B2B content.
ChatGPT is a valuable tool for various tasks, but has severe limitations…
You probably understand that your audience demands expertise, industry knowledge, and creativity, and that demands you possess the ability to fine-tune content to perfection.
Enlisting skilled human content creators is the most reliable approach to creating truly exceptional B2B content that resonates with your target audience and stands out in a competitive landscape.