Guest Blog: How Will GPT-3 Affect Content Marketing?
Author: Gizem Tas
The future of content marketing has been changed through the latest technological developments, especially with the generation of artificial intelligence (AI). AI functions by combining great amounts of data with fast and intelligent algorithms allowing the software to learn patterns and processes in the data automatically.
According to the predictions of AI experts, this exceptional year with the Covid-19 outbreak around the globe has accelerated the adoption of artificial intelligence in several areas and will result in the growing use of AI-based solutions in several fields. It has also a great impact on the marketing industry since it can operate automated processes for marketing needs of businesses.
Creating content is a key component in a powerful marketing strategy and traditional content marketing methods are not enough to meet the expectations of today’s competitive marketplace anymore. Here are the best performing content marketing tools that help businesses grow by generating more traffic and leads. Through the support of those tools automating content creation, it is faster and easier to empower the online presence of businesses.
There are also content marketing courses to learn how to produce content that will boost profits by promoting businesses and increasing brand awareness. You can participate in one of the best performing courses to learn how to create a strong and effective strategy and get certified in content marketing.
Recently, OpenAI has trained an autoregressive language model with 175 billion parameters. Its team of technologists and developers have released the new GPT-3 model. OpenAI claims that machine learning is growing fast and its team of experts is constantly upgrading their technology to stay up to date. It is also noted that any size of business can integrate the GPT-3 into their marketing and content production processes to save their time with automation.
Now, let’s see what the GPT-3 machine learning system is, how it functions in content production, and what it means for content marketing in the long term.
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What is GPT-3?
Recently, a digital transformation has been introduced in the world of content marketing with the development of the GPT-3 model. It stands for Generative Pre-trained Transformer and the number 3 attributes to being the third generation. Its latest edition has been released in May 2020 with around 175 billion parameters to construct written data.
It is considered one of the biggest breakthroughs in AI because it is a language prediction tool generating any type of written content with its pre-trained linguistic algorithm. GPT-3 tools can summarize long texts, translate languages, create blog content, and write articles. It is also possible to write a functional code from an English input with GPT-3.
Rather than focusing specifically on the meaning of a word, GPT-3 focuses on the context and analyzes the meaning of the entire text. Therefore, this machine learning model has the potential to outperform humans in content creation, especially in writing short-form texts.
Since it can produce written materials, content marketing is one of the fields affected by GPT-3 in some respects. Some people worry about whether GPT-3 with further developments may replace humans in content marketing one day. In the future, will there be still content writers or will GPT-3 be enough to create texts for marketing?
Here we summarize its strengths and weaknesses to answer the question above and specify our predictions about what will happen in the future of the content marketing industry.
What Does It Mean for Content Marketing?
As a well-programmed AI, GPT-3 has the potential capacity to outperform content writers in producing fast and accurate data. However, it requires a human edit before publishing the automated texts. Both strengths and limitations of GPT-3 are explained in detail below.
As to its advantages, GPT-3 has an excellent skill in producing short-form content such as product descriptions, captions, headlines, and social media posts. It offers low-value content with high-quality. It is possible to automate the short-form content creation with GPT-3 allowing businesses to save both their time and money.
Despite not being as skilled as in short-form texts, GPT-3 can also produce long-form content. Through its language prediction algorithm, it attempts to identify the best word based on the ones written before. The semantic analysis of GPT-3 is really impressive despite its limitations.
It would be a great idea to trust GPT-3 for the first draft of any content and hand it off to a writer for proofreading. So, the content creation process will be much faster and writers will have more time to work on other projects. Businesses can make use of the capabilities of the GPT-3 model to meet their marketing needs in a cost-efficient and time-saving way.
On the other hand, it is not possible to ignore the disadvantages of GPT-3 marketing. First, the lack of creativity that humans have results in not being capable of generating emotional attractions. Therefore, proofreading by a human is necessary before publishing the content generated by the GPT-3 because it is crucial to appeal to the emotions of the target audience in marketing.
Its formulaic content writing method has minimal variety in the length or type of sentence. Attracting attention and convincing people mostly require comprehension and the use of emotional textures that cannot be achieved by the GPT-3.
GPT-3 is also limited in the ability to make sense of complex data and has the potential to make an error in reasoning, especially in business analytics. Therefore, a human touch is always needed in financial data analysis. This shows us that the intelligent GPT-3 cannot be replaced with humans for now.
Although it is excellent in short-form content, it has limited ability to generate long-form content requiring a narrative thread. The GPT-3 model needs an improvement in producing longer texts since comprehension and narration cannot be programmable now.
The Future of Content Marketing with GPT-3
According to the predictions of AI experts, machine learning algorithms are getting more skillful with the current and oncoming updates. As the latest release by OpenAI, GPT-3 has excellent features and abilities in language prediction and create written data.
It will take time for many companies to have access to GPT-3 for their marketing issues but if it continues to upgrade, it is likely to see more automated content in the future. Despite its limitations, its growing abilities should not be underestimated. It is undeniably a powerful system that makes content writing faster and easier.
Content marketers are curious about what capabilities GPT would provide and whether it can replace writers in content marketing. Although GPT-3 seems timesaving and fast in content writing with automation, the outcome is not as strong as the professionally written content produced by humans.
Writing always needs a human touch to tell attractive stories and appeal to the imagination of the target audience. Therefore, we can conclude that GPT-3 will ease the content writing process for marketers but will not take the writers’ place soon.
Author: Gizem Tas
Writer, editor, and translator. Experienced in blogging for marketing, translation, localization, and foreign languages with a degree focused in English Language and Literature from Boğaziçi University.