07 February 2023
Can ChatGPT generate brand content?
Not a week goes by without ChatGPT being talked about. After being tested by students, journalists or communicators, Microsoft has just announced its wish to integrate it into its flagship tool Teams. The conversational robot will be able to give a helping hand to anyone who needs meeting minutes, task recommendations or other post meeting notes. But what about branded content and article writing? To find out, AdC- The Content Agency obviously chose to interview the most prominent conversational robot of the moment. Excerpts.
AdC: ChatGPT, would you be able to find an interesting angle in writing a brand content article?
ChatGPT: To find an interesting article angle on brand content and fulfill your request for article writing, I would follow these steps. First, I would check out the current trends in brand content by reading blog posts, magazine publications, and attending conferences to find out what’s hot in this area. Then I would assess the needs of your target audience. I would then identify common questions and concerns to ensure that my article angle meets their needs. Finally, I would analyze data on engagement trends, content consumption, and performance of different content formats to get a better idea of what works and what doesn’t. By following these steps, I could come up with an interesting article angle that meets the needs of your target audience. As an OpenAI-trained language model, I can help generate content for a number of tasks, such as writing brief information or answering simple questions.
Our opinion: ChatGPT is impressive. He perfectly masters the methodology of a journalist looking for an angle. However, he tells us himself: ChatGPT is a “language model”. Journalism does not only consist in producing information but also in prioritizing, deciding, deciphering the undecipherable, finding the right people to interview and of course exchanging with them. And it is only after all this that an interesting angle is found.
AdC: Can brands become media?
ChatGPT: Yes, brands can become media by publishing content regularly to connect with their target audience and create a positive brand image. By publishing content that is interesting and relevant to their audience, brands can build an emotional connection with their audience and increase engagement. However, it’s important for brands to maintain a balance between promoting their brand and producing useful content for their audience. If brands only provide advertising in disguise, there is a risk of losing the trust of their audience.
Our opinion: Again, ChatGPT has a good grasp of the challenges of branded content. However, the eye and curiosity of a journalist are needed to personalize and bring authenticity to a brand’s needs. For now, the robot only processes factual data. It can’t bounce ideas off or have a personal opinion on the matter.
AdC: How can a brand connect with its targets through content?
ChatGPT: A brand can connect with its targets through content by focusing on the interests and needs of its target audience. Here are some steps to do this:
Know your target audience: It is important to understand the values, interests and buying behaviors of your target audience in order to create relevant content. Content should be engaging, informative and fun to engage your audience. Content can be used to evoke positive emotions in the audience, such as inspiration, wonder or gratitude, which strengthens the connection with the brand. Interact with your audience.
Provide value: Content should provide added value to its audience, such as helpful tips, exclusive information or special offers. By following these steps, brands can connect with their audience by producing content that meets their interests and needs, and reinforcing their engagement with the brand.
Our opinion: AI does focus its answers on brand content elements. However, its answer remains classic and adaptable to all. However, the essence of good brand content is to editorialize and explain a brand’s topics, notably by providing adapted angles and ideas.
AdC : How does ChatGPT find its sources?
ChatGPT: I have been trained on a variety of texts from the Internet, which includes websites, books, articles, etc. This training data has been collected and filtered to exclude poor quality or unreliable information, but it still represents a wide range of perspectives and opinions. My training data has a cut-off date of 2021, so information about events or developments since then may not be reflected in my responses.
Our opinion: One of the biggest flaws of ChatGPT is its sources. It certainly draws from a rather large panel but this one is limited in time since the deadline of its knowledge stops in 2021. However, one of the great specificities of the journalist is his curiosity, his reactivity and his proactivity. In any case, the knowledge and the reactivity of a journalist stop in 2021.
In conclusion, should we join ChatGPT or not?
We admire the viral success of ChatGPT. Its reasoning is relevant and it will undoubtedly accompany a multitude of different professions. We also admire its complete and always accurate answers. But here is the thing: ChatGPT has no vision, no position. His answers can sometimes be “generic” and not suitable for all fields. So use with moderation.