In my opinion, many who are discovering AI tools like ChatGPT and others for their content marketing are making a big mistake. And it will soon come back to bite them.
What I mean is this:
With ChatGPT, for example, I can draft an article much faster than I could without it. Sometimes it feels like I have a writer at my side who is available 24/7 and always highly motivated.
Let’s say, for example, that with ChatGPT I write a text in half an hour that would have taken me two hours otherwise. It would be even faster if I didn’t care about the quality of the text.
But let’s assume that I’m not completely indifferent and don’t just leave everything to ChatGPT.
30 minutes instead of 120. 90 minutes saved. So far, so good!
The problem starts when it comes to what to do with the 90 minutes saved.
The big mistake: Using ChatGPT to create more content than before.
The right way: Use ChatGPT to create better content than before.
Because it seems to me that especially managers are thinking right now: Oh, 30 minutes instead of 120 minutes, so now we can write four articles in the same time instead of just one!
And that will lead us astray. And why is that? Simply because everyone else is also using ChatGPT, improving their prompts and firing out more content. And since everyone is using the same ChatGPT, all that content is within the same boundaries.
No one stands out. Every post is just a drop in the ocean.
It’s much better to think like this: Great, now I have my first draft of an article and I still have an hour and a half to turn it into the best content ever. I can interview people and get quotes. I can find a good illustration. I can … do everything I can to make this content significantly better than the hodgepodge generated by ChatGPT.
(Another time, I can share tips and experiences on how to make ChatGPT’s text more personal and better – and not sound like it was written by an AI. Are you interested? Let me know and reply to this email!)
So: ChatGPT is not here to do your job. ChatGPT is also not there to increase your beat rate.
ChatGPT is here to free you up so you can focus on the things that make your content special and different.