ChatGPT: Important Insights for Content Manager after intensive Use

Some time has passed since my last post about #ChatGPT and like many of you I now use the tool on a daily basis. In the process, I've gained some important insights for content management.

First of all, the most important thing and a warning: ChatGPT's hallucinations are not to be underestimated. Initially, I thought you could possibly become a lot more productive because ChatGPT can write really readable articles. However, everything ChatGPT writes really needs to be checked. And I mean everything!

Examples? When I asked the tool about the DO-178C avionics safety standard, it told me that there was a European equivalent, namely EN 40459, it located the first edition of Theweleit's "Male Fantasies" ten years too late, and when I asked it for specific page numbers and locations for assertions on the CAST-32A multicore processor position paper, ChatGPT again invented credible-sounding information that was not one bit accurate. Perhaps ChatGPT will hallucinate less in the future, but research will now be much more important to content managers when using ChatGPT.

Second and much more important than pure content creation will be the question of whether ChatGPT becomes the new #Google, with all the resulting changes for content management: While Google has crawlers or bots that scan the Internet for relevant content, ChatGPT has curated training data. So in the future, when we write articles to be found, the perspective shifts from how to make them palatable to Google to how to become part of ChatGPT's training data. It is likely that in the near future ChatGPT will have information of current events and its own network/internet access, but whether Google will still play a role there and not Bing, for example, is more than questionable. So will we optimize for Bing in the future? The safest way is to continue to keep the problems of your audience in mind and to offer solutions, further thoughts and to package them in an interesting way.

Thirdly, it will be exciting to see how advertising budgets are used in the future and that - let's be realistic - ChatGPT will soon include advertising: Currently, Google manages a quarter of the world's advertising budget. It is foreseeable that if Alphabet will not find a strong solution to the ChatGPT problem, Google Ads will only play a minor role. For companies in the B2B segment that offer enough margin and high-cost products, LinkedIn is already at least as relevant as Google. A little self-dismantling of Google must also be chalked up: Tiktok and Reddit are now important to younger users - Tiktok is more interesting in its content preparation and Reddit is simply more relevant. Google once started to present relevant search results without the massive advertising of competing search engines like Yahoo, Lycos, Hotbot and Altavista. Meanwhile, you get a lot of advertising on the SERP and marketing managers have optimized their content so that advertising and factual information are hardly distinguishable (though I can hear many of you say that it is – trust me, in many cases it is not). On Reddit, on the other hand, there are (still) real people with real problems, solutions and stories.

So what do we learn for ourselves from this?

We will have to be more precise, delve deeper into topics when using ChatGPT, and not be afraid to tackle the really heavy topics. As hard as ChatGPT hallucinates, it is also helpful in giving hints about a topic. ChatGPT has a compass function that works much better than Google because the information density is higher, the text is smaller. While we can then rule out a fantasized European avionics safety norm, ChatGPT does a much better job of providing clues that might have been overlooked in the information jungle lurking behind Google's links.

We also need to mentally prepare for a post-Google world where content relevance might have other criteria. We may see the end of keywords because (after what I've read) ChatGPT's algorithms are designed to weight certain idioms higher than individual keywords and their distance from each other. Besides, honesty is the best policy. Convincing content - this is not necessarily a new insight, but it continues to be an important point of reference - does not have to and must not advertise. Content should rather discuss, also name disadvantages of the own product and the own service and bind prospective customers by trust.

#content #contentmanager #contentmanagement