ChatGPT has gained a lot of airtime and column inches, with mixed views on how and why it should be used.
As with all new tools, it’s best to try them out and see how they work – which is what we’ve done!
We think ChatGPT could be a great tool for your business if you write content but it shouldn’t be seen as a tool to write your content for you without any input from you!
If you’ve not heard of it, it’s an AI-powered ChatBot that can write content.
Use it for research, to give ideas, lead you into new searches and help you with some structure – but don’t just copy and paste it and plonk it onto your website blog, into mailers or onto a LinkedIn article.
The danger is, that someone else has the same content and also, for SEO purposes, anything taken straight from ChatGPT will lack any kind of depth and real relevance.
The content is intended to show your experience and credibility linked to your product or service so that it delivers key messages to your target audience.
ChatGPT cannot possibly do this as it is a simple sweep of the information – what it gives you could easily be searched by someone else in an internet search or indeed, on ChatGPT.
Your own content needs to go beyond this to be of any value to your audience.
That said, here’s how you can use ChatGPT to help you to write your content.
We used Chat GPT to write a blog…
We typed this search into ChatGPT:
How to use ChatGPT to write a blog
Below is what it gave us.
ChatGPT’s content is underlined and ours is in italic – because we have added our own experience and knowledge to it for you to highlight how to inject what you know that Chat GPT doesn’t.
Choose a topic: Decide on the topic that you want to write about. You can choose any topic that you’re interested in or that is relevant to your audience.
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You can base this search on frequently asked questions, information gained from customer surveys, or other search tools. We use Answer The Public to research what people want to know about particular search terms. It’s a free online tool that allows you to find out what questions are actually being asked online about a particular keyword.
Start the conversation: Start a conversation with ChatGPT by typing a prompt related to your chosen topic. For example, if you want to write about “The benefits of meditation”, you can start the conversation with “What are the benefits of meditation?”
Continue the conversation: ChatGPT will generate a response to your prompt. Read the response carefully and use it as inspiration for your blog post. You can continue the conversation by asking follow-up questions or providing more information about your topic.
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This search for ‘The benefits of meditation’ is very general. We would suggest you make this search more niche, so that it appeals to one of your target audiences. Maybe ‘meditation to help you sleep’ or ‘meditation to reduce anxiety’.
Make sure that what you are writing about, relates to the work you do. ChatGPT may have thrown up answers in ‘The benefits of meditation’ search that cover things you don’t event offer. Make the search more specific, and the answers will be too.
Edit and refine: After you’ve generated enough content, you can edit and refine the text to make it flow better and ensure that it meets your specific requirements.
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This is an absolute must! Ensure that your blog does end up being written in relation to the headline. There are so many blogs out there that draw you in with the headline, then don’t really relate to it – and it’s because the writer hasn’t kept going back to the headline during the writing process.
We always advise people to write a working headline that says, for example: ‘This blog is about red jumpers’. Ensure that your blog always keeps talking about red jumpers. If you start straying into blue jumpers or black trousers as new topics, you either need to remove that information or tie it onto your original brief of red jumpers! Keep it simple – content should be easy to digest and informative, not leave the reader baffled and with more questions about red jumpers!
Flow is important and we can’t possibly take you through the ins and outs of structure in a blog, but keep in mind the following for your content:
What is your topic – summarise it in your introduction.
Why are you talking about it?
What do you want your reader to know?
What do they need to consider?
What happens if they don’t consider it all?
What can you share from your experience for them?
Can you give them a take away – something that is useful for them to implement?
How can you link it back to what you do?
Publish: Once you’re happy with your blog post, you can publish it on your website or blog.
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You can publish it on your website or blog, but you could also use your content to go much further. It’s call ‘repurposing’ – and it ensures that you get a lot of mileage from the content you have taken so much time to prepare!
Publish it on your website as a blog
Share it on LinkedIn as an article
Share it with any networks you are in – their members/businesses may be interested in the information
Turn it into a webinar
Use it for social media (you can get a few posts out of the same blog)
Share it with your audience directly – mailers are a great way to reach them
Send it to a relevant publication as an expert opinion piece – well-written and highly informative pieces will be considered by editors for their publications, or used to develop ideas.
It’s important to keep in mind that ChatGPT can generate a lot of content, but it’s up to you to ensure that the content is accurate and relevant to your topic. Don’t rely solely on ChatGPT to write your blog post, but rather use it as a tool to help you generate ideas and get started.
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We totally agree! Use ChatGPT for content, ideas and research. ChatGPT doesn’t have your experience, knowledge or credibility – you will need to add this to the piece to create a layer of depth and interest to the piece.
You will also be the gatekeeper of facts – and this is for accuracy. ChatGPT may get things wrong – you can add the correction to ensure your content is trusted.
Only you can make content relevant to what you do or to your audience – Chat GPT doesn’t know anything about your audience demographic, needs or requirements – you will have to inject correct information into your content to match your audience and what they want to know.
Another important factor to consider to ensure your content is relevant to your audience is tone of voice. Depending on your brand, sector and target market, your tone of voice could be chatty, formal, quirky or technical, for example, and it’s vital that this is consistent across all your content.
ChatGPT does not have that insight into your brand’s characteristics and so it’s very unlikely it will produce a blog that fits your existing communications. You will need to edit carefully to make sure the vocabulary, phrasing and voice is recognisable and familiar to your audience.