Can ChatGPT handle all your B2B marketing?

Credit: Pexels by Tara Winstead

ChatGPT is in the spotlight today for its AI ability to produce writing that sounds like it could have been written by a human.

In addition to essays and articles, this software is increasingly used by marketers to create copy and content.

But the current version of ChatGPT has some limitations that may make it less than ideal when it comes to B2B marketing in certain situations.

ChatGPT churns out copy based on both the user’s instructions and guidelines, enhanced with information it finds on the web.

For this reason, much of the copy and content is naturally extracted from existing material.

Therefore, in a sense, ChatGPT copy, to a degree, lacks originality: it is guided by text already written on the same topic.

That can pose a problem for B2B marketers who sell products that are highly differentiated from other products in the same category — equipment, machines, components, and raw materials that may be more generic, standard, and commoditized.

Specifically, the borrowed copy from websites for commodity versions is unlikely to clearly communicate and emphasize the differentiated features in your unique products.

And as you know, it is these differences — the unique features and benefits, the value proposition — that are vital to convincing prospects to buy your brand instead of others in the that category.

For instance, the web is filled with content on the two most popular types of gears, plastic and metal.

But a manufacturer near me makes a unique gear with outer plastic teeth bonded to an inner metal core. And that’s just part of their USP. There are additional differentiators that also require specific, detailed, original copy to describe.

In addition, many writers say that while ChatGPT is able to turn out factual content, the copy is produces is often weak in other attributes that are the hallmark of great content and copy.

Specifically, these attributes include the writing being highly persuasive, emotional, and containing insights and wisdom at a high level.

In a Facebook post, copy pro KM notes: Kari explains, “When you prompt ChatGPT, you get an amalgam of stuff other people have already said.”

Also, anyone can use that prompt and get that information. But the most successful B2B marketing says things others are not saying, or else says them in a fresh and compelling way that others are not saying.

Editor TM:

“[ChatGPT is] mimicking, or rather databanking thousands, maybe millions of other sources and churning out something based on what’s been written before — not ‘thinking’ so much as collating and regurgitating existing knowledge.”

Writer BC:

“Bob, I’ve tested ChatGPT, and I was initially impressed with some plot lines I requested with some very specific elements; e.g. a western novel/film with an Army deserter, an alcoholic blacksmith, a gunslinger preacher, and a corrupt sheriff.

“However, with ChatGPT, there’s just no magic when it comes to the details. Ask it to write a scene or a haiku or a sonnet and while it will definitely give you something, there’s no ‘soul’ or individual spark or anything to care about or be drawn into.”

And with storytelling being such an integral part of copy and content today, that is also problematic.

In addition to writing copy, some AI software can potentially generate specific images in less than 60 seconds.[1] But using these AI images in marketing is fraught with potential issues.

Reason: Because AI copies existing art to make its images, its use creates moral and legal concerns. Also, AI may produce images of varied quality or tastefulness.

Similarly, ChatGPT does not footnote its sources, which may raise concerns of copyright violations or plagiarism when  ChatGPT writes your copy and content.

[1] ANA Business Marketing SmartBrief, 1/26/23.

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