Writing in the times of ChatGPT

At its core, content is all about storytelling - it's about creating something that engages your audience, provides value, and makes an impact. As a content creator, I am often asked how the increasing understanding and usage of advanced AI technologies such as ChatGPT will impact business for us. To be honest, maintaining a focus on the user experience, content creators can successfully navigate this new landscape and create compelling content that resonates with their audience. Can the tools match up?

Original and creative: While AI tools can help generate ideas and inspiration, the content creators bring their own unique perspective and insights to the content, with a deep understanding of the target audience and the ability to think creatively.

Human touch: The tools may be able to generate high-quality content in a matter of seconds, but will it sound more natural and authentic? Content creators inject their own personality and voice into the content and spend time editing and revising the content to make it engaging for the audience while maintaining a consistent brand voice.

Personalisation: While chatbots are designed to simulate human conversation, there is always a risk of coming across as too robotic or impersonal. Content creators must be able to inject personality and empathy into their chatbot content to create a more human-like experience. Balancing quantity and quality: With AI tools making it easier to generate large volumes of content, there is a risk that quality may suffer. Content creators are trained to balance between quantity and quality, ensuring that they produce high value content that connects with the audience. Ensuring accuracy and credibility: With the abundance of information available online, it's more important than ever for content to be accurate and credible. AI tools can help with fact-checking and research, but content creators take responsibility for ensuring that the content they produce is trustworthy and reliable.

In conclusion, while AI tools like ChatGPT have revolutionized content creation, they also pose a number of challenges for content creators. By maintaining a human touch, focusing on personalisation, balancing quantity and quality, and ensuring accuracy and credibility, content creators can rise to these challenges and continue to produce high-quality content that engages and informs their audiences. As Jamie Turner once said, “The only way to win at content marketing is for the reader to say, ‘This was written specially for you’.”