ChatGPT, Content Creation & Creativity [6 Unexpected Benefits]

ChatGPT in the business world & the creator economy

ChatGPT can benefit the business world (businesses and individuals) and the creator economy (content creators and content consumers) in unexpected ways. This may even happen as an unintended byproduct of Chat’s arrival.

In this article, I’ll discuss the following points:

• Less-talked-about benefits of ChatGPT (even if you’re not a big fan of ChatGPT and AI)
• ChatGPT-related facts and myths (in my opinion)
• AI vs. in-demand skills for the future (that machines are unlikely to replace)

I’m Senior Content Content Manager & Strategist (specializing in driving organic traffic and leads) and a non-fiction writer who loves creating content that will speak to people and rank on Google. I like to call myself ‘The Hands of Content’ — because this is how I feel after the 10+ years of my creative journey as a a digital content creator and strategist :)

ChatGPT: to use or not to use?

That is the question.

ChatGPT is neither a knight on a white horse nor a terrible monster. No need to reject it (completely). No need to get addicted to it.

That said, ChatGPT (AI) can raise many controversies. Not all content creators like it. But the truth is, it’s just a tool, potentially a helpful one.

If used wisely, AI can help us do certain tasks. It can even help weed out poor human-produced content that only adds to the Internet noise.

Before we jump in, I’d like to emphasize that the predictions and insights in this article are based on my own observations and the information and trends I have studied.

I have no intention of having the final word on this topic. I’m also happy to read about your thoughts and experiences in the comment section!

Let’s dig in.

#1. ChatGPT can help dispel myths about content writing

ChatGPT is a language tool. The hype around ChatGPT provides evidence for one of the biggest common misconceptions about content writing.

[Myth] Content is primarily about putting together words, sentences, and paragraphs; less about creativity, expertise, providing value, and logical thinking.

If you’re a genuine content expert and/or you can appreciate quality content, you know how difficult it can be to source quality content skills, including a combination of creative and logical thinking.

Producing a targeted number of words and sentences (however grammatically and linguistically correct) may have nothing to do with the content that people want to read. It may have nothing to do with unique, quality content that provides value for the reader/user and drives conversions as a result.

The bottom line:

In the world of too much, we don’t need more sentences and words. We need more value, expertise, unique ideas, logical thinking, and empathy. We need more dedication (not automation) from content creators.

ChatGPT can help us make time for this, e.g. by helping us to overcome writer’s block, brainstorm ideas, or find linguistic alternatives.

But AI is not a magic solution that suddenly makes critical thinking and the uniqueness of each human being redundant. Quite the opposite.

#2. ChatGPT can help fight spammy content (even if unintentionally)

Google’s ‘Creating helpful, reliable, people-first content’ implies that the search engine is increasing spam-fighting efforts. It also addresses the topic of using AI to produce content primarily to boost search rankings.

According to Google: ’If you’re primarily making content to attract search engine visits, that’s not aligned with what our systems seek to reward. If you use automation, including AI-generation, to produce content for the primary purpose of manipulating search rankings, that’s a violation of our spam policies.’

From my perspective, Google’s response and efforts to eliminate spammy content support the fact that content writing goes far beyond linguistic tasks, adding keywords, and/or machine-producing words and sentences (just because you can).

Additionally, in the long run, algorithms will likely prefer human-written content because it will become rarer, according to Neil Patel.

So here’s the thing.

I’m not a big fan of the quality of the AI-generated content, but I see a silver lining. Paradoxically, somewhere down the line, ChatGPT may contribute to reducing the amount of poor/spammy human-produced content. Why?

Because it won’t pay off to mass-produce content just for the sake of publishing and satisfying algorithms because algorithms won’t like it anyway.

#3. ChatGPT can help quality content take its rightful place

The arrival of ChatGPT can help quality content stand out. If we’re flooded with repetitive, non-unique materials, the demand for quality writing will likely rise.

With tools like ChatGPT, producing a lot of content, potentially within minutes, is nothing exceptional these days.

Therefore, if you follow what everybody else does, without thorough research and unique expertise, studying competition, and putting users/readers first, you won’t stand out.

The above mentioned facts should motivate businesses and content creators to create unique, quality content if they want to be thought leaders, not followers.

It should also motivate human writers to create outstanding pieces of content by:

• Getting better at writing every single day
• Cultivating their true voice
• Connecting with readers beyond words

That said, I’ve worked with a number of freelance writers. From my experience, some of them shouldn’t do this job, especially if they’re not skilled and/or treat writing in an automatic and kind of thoughtless way.

Some of them tend to rush through tasks just to produce a given number of words, complete the assignment and meet the deadline. [This is not to say, they’re to blame, but rather it comes down to our collective business model and expectations].

I believe this get-it-produced approach has a huge impact on writing quality. Additionally, based on my observations, you can tell the intention behind the writing. You can tell whether the author is there for the reader or to produce words and sentences for transactional purposes.

Thus, thank you, ChatGPT. Here’s why.

#4. ChatGPT can replace creators who shouldn’t write content

So there’s a fear that AI can replace human content creators. For sure, it will replace a number of them. It’s already happening.

But that may be a good thing. There’s too much content that shouldn’t be out there anyway, adding to the overall Internet noise. There are also plenty of creators who choose to write, although they lack skills or talent.

The truth is that ChatGPT can do a better job than many unskilled freelancers — within seconds and probably for free. This is good for ChatGPT ‘clients’, but also for less skilled freelance writers who might be better off focusing on their actual talents (assuming writing is not one of them).

This may also help skilled writers take their rightful place.

That said, from my perspective, it’s not surprising that over 90% of pages get NO organic search traffic from Google. People shouldn’t see this content and the quality of work!

In other words, ‘just because you can doesn’t mean you should’. If writing is not your cup of tea, choose a different drink. There’s a wide selection out there.

#5. ChatGPT / AI can help with specific tasks

Using ChatGPT / AI can be very effective, for example if your goal is to populate your blog with articles quickly so your website doesn’t look suspicious with no educational content (always make sure the articles you publish are of decent quality and provide value!).

AI can also help if you need to generate multiple pages with similar content but unique data for each page, and there’s no need to create content from scratch. Furthermore, ChatGPT is useful for testing ideas. The list goes on.

However, if you have conversion-oriented goals and need expert content (or unique, quality content), speed alone is unlikely to be enough.

Therefore, I believe you must be careful so you don’t ask the wrong questions, such as:

• How to produce a lot of content?
• How to do more of XYZ?

These days, ALL companies (individuals) can have access to AI-based language tools. This means all companies (individuals) can generate speed (linguistically correct sentences without limits).

The question is: Is content about quantity and speed?

I’d rather ask the following questions:

• Does it make sense to follow what everybody else does or can do?
• Do you want your readers to overeat your content, or do you want them to be hungry for it?

In my opinion, equating content with quantity/speed kills the value that content should provide.

#6. ChatGPT / AI can make us more creative

AI can FORCE us to be more creative and resourceful. It can force us to put aside repetitive tasks.

AI can help awaken our creativity on individual and collective levels like never before.

Personally, I see potential threats but also potential opportunities for our professional and personal growth, especially if it’s the end of work on autopilot.

We probably won’t have so many excuses to pretend our creative potential is not there.

We’ll likely have more time to convert ideas and thoughts into action and follow through with our plans.

The development of AI can present us with unique opportunities for professional and personal growth. It can motivate us to make friends with the unknown and take more responsibility for our creative projects.

That said, we can all become online artists if we choose to!

AI vs. in-demand skills for the future

Finally, one of the most frequently asked questions: With the development of AI, which skills and abilities will not be replaced by automation?

As AI keeps replacing work that doesn’t require creativity, unique and creative solutions and viewpoints will be in high demand.

Which skills should you invest in? The ones that are difficult to automate:

• The ability to solve problems creatively will never get old.
• Doing things in new and unique ways will never get old.
• Being creative online will never get old.
• The ability to read between the lines (correctly) will never get old.
• Learning the rules like a pro so you can break them like an artist will never get old.

Many ‘get-it-done’ roles can be replaced by robots. Solving a specific, complex problem often requires an irreplaceable individual. Furthermore, AI is unlikely to express YOU or your unique take on topics.

And of course — no truly creative endeavor and working in the zone (the flow state) can be replicated.

So here’s the gospel for today. First, sit back and relax. Then focus on doing a great job and let AI do its own!

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