The one thing that’s missing in ChatGPT

Getting to the point immediately, ChatGPT is fantastic. 

Blowing everyone's mind, especially with its newest release combining text, visuals, video, and audio. 

That having been said, I’m scared and bracing for the enormous sh*tload of mediocre content that will be produced with the help of ChatGPT. It’s never been easier to spit out content on the go. You write a prompt, hit enter, and have your copy and visual. Copy, paste, and publish. Right?

What's missing

What’s missing in all of this is the value of Art with capital A. Creativity. Being distinctive.

If you use ChatGPT in the right way, you'll free up your time to do the actual job of creating amazing content that makes a difference. 

ChatGPT is not about more content; it's about better-quality content.

Why it matters

Being distinctive is what makes your brand's content pop on social. You must have your own tone of voice. And you should have your own visual identity. Together they are content. It’s not one or the other; it’s the combination that creates the magic.

Craftsmanship is what makes you tick and click on a piece of content. The play between visuals and copy. The puns and the witty lines. Add some brand voice. And you’ll become rememberable by being distinctive.

That’s something AI can’t do (yet).

Compare ChatGPT to using Grammarly Pro. It’s equally impressive and absolutely improving my writing. However, if you accept all the suggestions and changes, my copy will become perfect in grammar and spelling – and boring as hell. It’s taking out my personality.

The same goes for ChatGPT. If you copy-paste-publish, you’ll be a dime a dozen and lose your identity and personality.

How to use ChatGPT for content

It’s fantastic for research. Getting the input, facts, statistics, and more. Hit the prompt ‘shorter,’ and ChatGPT will summarize it.

The next step is the most important and where your job as a content producer starts. 

1. Take that output
2. Rewrite
3. Make it your own
4. Add the craftsmanship and the art, be creative
5. Show that you care and that you understand what you’re writing about

And please, don’t forget to show some extra TLC for your visuals. The visual is the bearer of reach and engagement. Everyone always checks out the visual before ready the copy.

If you really want to take this next level, you’ll think about your visual before writing your prompt.

Exceptions confirm the rule

You can and should use ChatGPT to write your product descriptions and other practical copy. Some copy is just functional, nothing too fancy or sexy. AI saves you significant time, so you can give a little more love to the copy that makes the difference.

Some final words

ChatGPT is not going to take over our content jobs. The ones who know how to use ChatGPT will take over our jobs.

Please don’t add to the big content pile already out there. Nobody is waiting for more mediocre content.

Learn how to use AI for the better. This will save you significant hours on research and frees up time to get more creative and be distinctive.  

P.S. How to use ChatGPT for exams

Yes. Guilty. I used it for my exams in Media Psychology. And I loved every moment of it.

I even dare to say that by using ChatGPT, I grasped the learning content even better. For sure, if I had just read the books, I already would have forgotten every about ‘priming’ and ‘framing.’

However, by diving into the study materials with a prompt, taking the output, and rewriting it to prevent signaling the plagiarism bot, I really made it my own. And internalizing all of it. Today, I still know the definitions of priming and framing and how to apply this to media and communication.