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Can ChatGPT write all your business content for you?

Are you using ChatGPT to write social media posts, blog posts, media releases, website copy or news stories? Stop what you’re doing, right now.

Artificial intelligence is completely changing the way we go about our desk jobs. With its advanced language processing abilities, it can generate high-quality content in a matter of seconds, so it’s no surprise it’s being used by individuals as a powerful tool to write a range of things.

By now, most of you reading this blog have probably used ChatGPT. It’s a major hit, and I personally often jump on and use it if I need some background information on a topic I’m not familiar with or to get the general gist of an issue or concept. It’s impressive, and there’s a lot to love about it as a professional striving to be more efficient in business.

Benefits of ChatGPT

ChatGPT saves time and effort

ChatGPT generates high-quality content in seconds, saving businesses time and money. It's especially useful for those with limited resources who need to produce a significant amount of content quickly.

ChatGPT can improve the quality of your writing

Some of us struggle to find the right words when we have something we need to say, and that’s where ChatGPT's advanced language processing abilities can help. It can generate high-quality content that is engaging and informative, and with the ability to understand context and tone, it can allow it to create content tailored to a specific audience.

ChatGPT can be used to create a wide range of content for different channels

ChatGPT is the perfect tool for businesses seeking to produce various types of content quickly and efficiently, including blog posts, social media posts, product descriptions, scripts, letters, and more.

It’s cost-effective

Using ChatGPT for content writing can be a cost-effective option, particularly for small businesses with limited resources. It eliminates the need for businesses to employ a team of writers or experts and enables them to produce high-quality content quickly and efficiently.

Like anything, there are pitfalls too

While ChatGPT can be a capable helper in your day job, it’s important to also be aware of how reliance on ChatGPT to generate content could impact your reputation, authenticity and credibility. The fact is, AI as a content generation tool doesn’t quite work.

Lack of creativity

One of the drawbacks of using ChatGPT for content writing is that it has limited creativity. While it can generate high-quality content quickly, it may lack the creative flair that human writers bring to the table. There’s no replacing human tone and writing style in my opinion.

Proofing and editing are still needed

ChatGPT also still requires editing to ensure that it is free of errors, is the correct English (words like rationalize and neighbor are a dead giveaway you’ve used ChatGPT), and tailored to the business's specific needs. This editing process can be as time-consuming as writing content from scratch.

Lack of originality

Because ChatGPT generates content based on existing information, it may not produce truly unique content. This can be problematic for businesses that want to differentiate themselves from the competition and create outstanding content. If you do a good old fashion Google search, you’ll find many websites that list common words and phrases used by ChatGPT, and trust me, we’ve seen all of them before!

ChatGPT isn’t completely up-to-date or accurate

The information you’re working with extracted from ChatGPT may not be entirely accurate -  ChatGPT even told me this.

Always double check the facts before publishing any content produced by AI, and you’ll be good to go.

It’s easy to recognise ChatGPT’s standard convention

You’ll find ChatGPT structures content in a standard way. For example, social media posts produced by ChatGPT often overuse emojis and hashtags. This is often not the writing style professionals are aiming for and result in the content being less authentic. Here are a few examples I asked ChatGPT to create for a fictional florist.

Again, ChatGPT provides something to start with as a source of inspiration, but don’t copy and paste a social media post created by ChatGPT into your social media management browser.

So where does this leave us if we want to create great content?

I asked ChatGPT to answer this question, and here’s the response:

  1. Know your audience

  2. Set clear goals

  3. Develop a strategy

  4. Focus on quality

  5. Be authentic and unique

  6. Optimise for SEO

  7. Use visuals

  8. Encourage engagement

  9. Promote across channels

  10. Measure and iterate for improvement

If you need help with your PR, consider hiring a friendly professional. This will save you the time and money you are seeking while ensuring your credibility and reputation remain intact.