ChatGPT: is it really the content panacea?

ChatGPT: is it really the content panacea?

The launch of OpenAi’s chatbot ChatGPT has caused waves across industries, mainly due to the high level of natural feeling engagement possible. The quality of the content it produces is certainly decent, but is it good enough to use when developing content?

Google’s recent Helpful update has really put the emphasis on good quality content that resonates with audiences. It has also focused on content written by a person. Is it possible for AI content to pass Google’s rigorous algorithms?

Content is a big production for businesses invested in SEO and building their profile. Good quality content regularly produced means that you can provide answers to painpoints and queries for your audiences. Content is so important that Google has put a special emphasis on it, and has guidelines on what it expects from quality copy.

With this in mind, can ChatGPT be a panacea for our content needs? In this blog post, we’ll explore what is possible with ChatGPT and how best to use it in content development and production.

What is ChatGPT?

It’s a language model trained by OpenAI. Ask it questions or use a prompt and you will get a response. Here is an example where I asked it to write a 100-word LinkedIn post where I share a story about my dog and my work. A silly example, but shows you just what ChatGPT is capable of.

This is the response:

Today, I want to share a story about my furry friend, who has been a constant source of joy and motivation for me at work. His name is Max, and he’s a 2-year-old lab mix who loves to play and cuddle. He’s also my trusty sidekick when I’m working from home, sitting by my side and providing endless amounts of furry comfort.

But Max isn’t just a cute face – he’s also taught me a lot about perseverance and determination. When he was a puppy, he had a lot of energy and would sometimes get into mischief. But instead of getting frustrated, I worked with him to teach him the rules and boundaries. And now, he’s a well-behaved and loyal companion who brings joy to everyone he meets.

In a way, Max has helped me to stay focused and motivated at work, reminding me that with hard work and patience, anything is possible. I’m grateful to have him in my life, and I’m excited to see what adventures we’ll have together in the future.

As you can see, the post reads well, appears to be of good quality and is without spelling or grammatical errors. It could the solution to content creation, particularly at scale, or is it?

It’s a lot more complicated than that. The answers ChatGPT provides are not going to be entirely what you need. It has been trained on content up to 2021 and so is significantly out of date for many things. It also can’t browse the internet or access external information. This means it will require human intervention to ensure that the content it provides is right, up-to-date and contains the right links etc for your content to provide the information that is really required.

It also has a lot of hidden biases due to the content it has been trained on. We need to be aware of this so content can be amended as necessary.

Finally, the content it creates has a general tone and approach that Google will recognise as coming from ChatGPT. And you will be penalised. Content should have a tone of voice that is recognisable as coming from a person. While ChatGPT is good, it shouldn’t replace your content and tone of voice.

Unique content

AI content doesn’t flow as well as copy written by humans, lacking the nuances and complexity of human writing. Basically, what makes our content unique. Additionally, AI models are not capable of creating original content. Any information provided by an AI model would likely be based on previously existing sources.

I asked the chatbot what is the best way to use you in content creation.

Its answer:

As a language model, I am not capable of creating original content. However, I can assist users in generating human-like text based on the input provided to me. Some potential ways to use me in content creation might include:

Summarizing long articles or texts

  • Providing additional information or background on a particular topic
  • Generating alternative phrases or sentences to improve the flow and readability of a text
  • Generating responses to frequently asked questions on a particular topic
  • Helping with proofreading and grammar checking

In general, my goal is to assist users in generating high-quality, human-like text that is relevant and useful to their needs. I can provide information and suggestions, but ultimately, the content created by a user will be their own work.


I wanted to test it to see what it would be like for business advice and knowledge. This question is on a lot of people’s minds, so thought it would be pertinent to ask: What are the essential things for businesses to do during a recession?

The response:

During a recession, businesses may face a variety of challenges and economic uncertainties. To weather the storm and come out stronger on the other side, there are several key things that businesses can do:

Focus on cost control: During a recession, it’s important to carefully manage your expenses and reduce costs wherever possible. This may involve cutting unnecessary expenses, negotiating better deals with suppliers, and finding ways to increase efficiency and productivity.

Prioritize cash flow: In a recession, businesses may face reduced demand and tight credit conditions. To stay afloat, it’s important to carefully manage your cash flow and make sure you have enough cash on hand to cover your expenses and obligations. This may involve collecting payments from customers more quickly, delaying payments to suppliers, and finding ways to generate additional revenue.

Diversify your revenue streams: Relying on a single source of revenue can be risky, especially in a recession. To reduce your dependence on a single customer or product, consider diversifying your revenue streams and finding new markets or customers to serve. This can help to cushion the impact of a downturn and provide a more stable foundation for your business.

Communicate with your customers and employees: In a recession, it’s important to stay in close contact with your customers and employees. Keep them informed about your plans and priorities, and listen to their concerns and feedback. This will help to build trust and maintain their confidence in your business.

Overall, managing a business during a recession requires a combination of strategic planning, careful financial management, and strong leadership. By focusing on these key areas, businesses can weather the storm and emerge from a recession in a stronger position.


You can see a lot of scope for usage in content creation, particularly around the basic work. Use it for basic meta descriptions, a list of topics to write about, basic email templates and even the first draft of an article, but don’t use it without careful consideration. Everything produced will need additional fact-checking, editing, and creativity. Without this, it could cause more damage to your hard-won website than gains.

AI writing software

The amount of AI writing software available has exploded over the last few years. Check out the image below from Scott Brinker which lists software available currently. As you can see, there are plenty and at different stages in terms of quality – some are better than others. Some have better capabilities than others. If you are interested in using AI as part of your content creation, then test the software to see what works best for you and your needs. Lots have free trials, so make the most of them!

AI writing software

Content creation

When it comes to creating content, there’s still a way to go with AI software. Talk to us about how you can best manage your content production and what to look out for when using AI software. Drop us a line at [email protected] and speak to one of our content experts.