How ChatGPT could damage your brand's content strategy...

The shear excitement and influx of use cases surrounding ChatGPT and its potential in creating content for businesses is undeniable, but as with any new technology brands and individuals need to really consider the way they use AI based tools to drive content and thought leadership. I wanted to take some time to explore the reasons why leveraging tools like ChatGPT shouldn’t be the sole focus in generating content going forward.?

It’s a collation of already published information:

ChatGPT (and similar) are AI based tools which can streamline thousands of online articles and mentions into short form responses, which of course can be tailored by specifying ‘write a LinkedIn post’ or ‘create a 800 word blog’ depending on your needs.?

By this explanation the pros of using this tool go hand in hand with the cons. If you’re looking to create a blog on the ‘tops technology facing the telecom industry’ ChatGPTs response is going to be a summary of the top articles from google.?As a business looking to be a forward thinker or innovator in a space the results from an AI-based tool are going to limit your output, leaving a gap for your competitors to create new and original thinking. If we’re reviewing just ChatGPT here it’s also imperative to remember that the tool is pulling results from 2021 and before, it’s currently not a real-time model.?

It doesn’t know you or your business:?

‘ChatGPT can cut your content creation time in half’ ‘How can ChatGPT plan your social media for the foreseeable’ - articles like these are all over the news but off the shelf AI models are not trained to your specific knowledge. Whether your a product led organisation or a B2B consultancy firm, ChatGPT does not know the ins and outs of operations, your business goals or even the solutions you can deliver.?

If all your new SEO optimized content does not relate back to your company/offering then brand awareness will never convert to opportunities. A series of blogs breaking down the key trends/topics in your industry will of course capture attention but without supplementing it with the opinions and real thoughts of an industry leader, you’ll have a hard time in creating loyal and engaged readers!

Use it as part of your toolbox - not the whole thing!

Using an AI tool to collate top articles, trends or organisations can be an amazing primary research tool - allowing you to evaluate where your competitors are placing their bets and where the industry sees potential growth in order for you to create strategic led content which actually fill a gap rather than adding another ‘top 2023 trends’ article which simply summarises other leaders knowledge.?

Another great way is to begin to train the AI, using tools like google keywords to optimise key search words for SEO and feeding this information into ChatGPT can help make research and findings more tailored and relevant. Check out this great YouTube video which goes into how to?do this in more detail:?

The excitement around any new technological innovation shouldn’t be diminished. However it’s important to evaluate the use of tools which are created for whole of market use, and consider the ways to leverage emerging tools with the strengths of your own organisation to create original and thought-provoking content not just short dissertations.?