How to use ChatGPT to create content. Tips from a content strategist

Use it as a copilot, not as a writer

Embracing the ChatGPT wave, I’ve been flirting and playing with it for a few months now. Love to share my tips on how to get the most from it and maximize its potential. 

And what not to do.


Why it matters

Creating engaging content is a craft for a reason. Any nitwit can copy-paste a prompt and have ChatGPT defecate your content. 

That you can boss ChatGPT around doesn’t mean you’re an exceptional content creator. 

And it takes more time to rewrite ChatGPT output as creating content from scratch with ChatGPT as an assistant or copilot. 

First things first, your content's success depends on whether it is engaging. Purely publishing content doesn’t equal that you actually reach your audience and convey your message.



Basic requirements for engaging content

Before we start, a few basic requirements for content for your .com, socials, newsletter, whatever, wherever you publish.

  • Stand out and be distinctive. Be fresh and original. Teach your audience something new, something they didn’t know yet. Seek uniqueness instead of creating duplicates; avoid replicating existing content. 

    Asking ChatGPT to ‘write a blog on how to use ChatGPT to create content’ gives you the same output as given to everyone else.
  • Brand voice. You do you, in your own tone of voice. For me, rewriting ChatGPT output takes more time compared to writing it from scratch while I use ChatGPT as an assistant. In the next paragraph, you can read how to use ChatGPT to describe your brand voice. 
  • Visuals matter. The magic of content is in the combination between the written copy and visuals. Finding and editing the right visual still is something you have to do yourself.
  • Trustworthiness. We all know the examples where ChatGPT fakes the facts and is totally off the grid. Always, always check it. Is it true what ChatGPT is telling me?


It's quite clear how not to use ChatGPT to create content. Don't prompt, copy-paste, publish. 

Instead, use ChatGPT as an assistant to improve your own content. 


Use ChatGPT for ideation

I strongly recommend using ChatGPT as an assistant, not as a writer. This is how I currently use ChatGPT and what works for me. 

Use ChatGPT for ideation. Ask, ‘Hi, can you please explain how you can help me produce content for my brand?’ The ChatGPT output is the input for your content. This means cherry-picking from the topics ChatGPT suggests, and you create your own content from scratch.

There’s no need to take over all ChatGPTs output. You can select what’s fresh and new to your audience and teaches them something new. And leave out the rest.


How to use ChatGPT as a copilot

Currently, this is my most loved feature of ChatGPT. I ask for alternative words, synonyms, translations, or different ways of writing something. As a non-native English writer, I sometimes struggle with the right words or ways of saying things. Use simple prompts like ‘hi, what’s a different way of saying …’ or ‘what’s a synonym for…

ChatGPT is also great for inspiration if you’re stuck for words. Bluntly prompt what you want to know, followed by a ‘can you rewrite this in an informal tone of voice’. The output is the input for your writing.  

You can also use ChatGPT to assist you with editing and proofreading. Honestly, I prefer to do this myself. Being a seasoned writer, it’s quite an easy job, especially if I’ve already used ChatGPT to assist me in finding the right words and phrases. And please keep in mind, everything you upload to ChatGPT is used and shared by ChatGPT; there's no exclusivity or confidentiality

You can also use ChatGPT to define your brand voice. And use that output to rewrite. Or just even to be aware of how you sound. Below is a recap, the extended explanation in ‘How to use ChatGPT to define your brand voice’.

  • First: collect. Find two or three written content pieces that reflect your brand voice. I copied two of my latest articles.
  • Second: prompt.  Go to ChatGPT and use the prompt ‘Can you define a tone of voice based on the text below? + copy-paste the text of the first content piece, and hit enter. Read the result.
  • Refine. Use the prompt ‘Can you refine with the copy below? + copy-paste the text of the second content piece, and hit enter. Read the result.
  • Get the final description. Use the prompt ‘Can you combine both descriptions of the tone of voice?’ If it doesn't reflect who you are, add a third or even a fourth example. 
  • If the result reflects who you are, copy-paste the text to Word or text editor. Clean up, edit where needed, and save it. 


Golden tip: say ‘hi’ and ‘please’ for better output

I know… this sounds really stupid to say ‘hi’, ‘please’, and ‘thank you’ to ChatGPT. As if AI cares. However, this is not about ChatGPT. This is about me and how I start a more personal conversation with ChatGPT to get the most out of the tool. 

I notice that when I say ‘hi’ and ‘please’ I treat ChatGPT with a bit more respect and dignity, and as a result, I get a better output. Next to that, it’s not in my character to boss someone around, not even AI. 

Read more on this in ‘Why you should say ’hi' and ‘thank you’ to ChatGPT'


Final words

ChatGPT is nothing short of amazing. We all are convinced. Yet, how you use it, makes the difference. 

Do you use ChatGPT to produce the content for you, or do you use it as an assistant to create better content yourself? 

Stuck on how you can implement ChatGPT in your content team? No worries, I'm here to help and share all my pitfalls and lessons learned so you don't have to make the same mistakes. Drop me a DM for a quick call.