Will ChatGPT kill blogging?

ChatGPT will change the way we create content. But it’s unlikely to kill blogging. ChatGPT can’t SEO-optimise your blog posts. It can’t create authentic content that embodies your brand. Plus, ChatGPT has spurred an influx of error-filled, outdated content online.

Here are the four biggest reasons why ChatGPT won’t kill blogging:

1. ChatGPT creates inaccurate content

In the health and wellness space, businesses using ChatGPT are churning out page upon page of incorrect content.

This 2023 study from the National Library of Medicine investigated the authenticity and accuracy of 30 ChatGPT-generated medical papers.

ChatGPT had generated 115 references for these papers. 47% were fabricated. 46% were inaccurate. Only 7% were correct.

This is where the ChatGPT content creation process goes wrong:

Someone writes an article about an important health topic, let’s say the results of trials for a new drug. They make a mistake about the results and publish this content.
Someone else writes an article about these drug trials. They use ChatGPT to save time. ChatGPT finds the inaccurate information from the first article and weaves it into the AI content, not even providing a source.
Another person writes an article about the new drug. They also use ChatGPT, because everyone’s using it now, so why not? And this incorrect information spreads like wildfire.

Suddenly, we have a web of misinformation that could lead to crises in the health and wellness arena.

2. ChatGPT creates outdated content

Another challenge with ChatGPT in the health and wellness sector is that the free version only uses information published up to 2022. So, you can say goodbye to including the latest research in your blog posts.

I can guarantee that your competitors are using the latest research in their blog posts, immediately making your outdated blog redundant.

This is a major issue in the health and wellness space, where new data is coming out all the time. But, to be honest, outdated content is a bit of a letdown in every sector.

In short, if you want your blog content to be relevant and up to date, using ChatGPT is a blogging mistake to avoid.

3. ChatGPT can't SEO-optimise your blog posts

Let’s get technical now (but not too technical, promise).

ChatGPT can’t do the crucial SEO that makes your blog posts appear in Google search results. What’s the point in creating amazing content (or even ChatGPT content) if no one is going to find it?

I can’t tell you how many times I’ve heard business owners say, ‘I ask ChatGPT to do my keyword research.’

ChatGPT doesn’t know:

The result is this: Countless business owners think they’re saving time on content creation. But they’re actually generating random content that falls into the abyss when they post it on their websites.

4. ChatGPT can't create your perfect brand message

We’ll do anything to save our valuable minutes, and ChatGPT can feel like the gift that keeps on giving. It’s like you’re literally watching the weight coming off your shoulders. Words are flowing onto the screen. Words that would have taken you hours to write.

But not all words are equal.

Slapping any words onto the page doesn’t mean you’ve created content with intent. Content with perfectly crafted messaging. The messaging that will make your ideal client think, wow, this person has stepped straight into my brain and understands me.

And what about all those little anecdotes and stories that illuminate your point? Stories that only you can tell. (I’ve got one coming up in this very blog post.) ChatGPT doesn’t know your experiences. It can’t recreate those for you.

It gets worse. Some people don’t even know what their ChatGPT-generated content says. They publish it online without reading it back. How often does that content attract a great-fit client? Rarely. Perhaps never.

That time a friend brought a ChatGPT blog post to business coaching

If you’ve used ChatGPT to create content in the ways listed above, you’re far from alone. I see so many examples of this in my business coaching and networking groups. One story in particular may resonate.

Imagine that you’re in a business coaching group of amazing ambitious women. We’re all looking to grow our businesses by supporting not just anyone, but the people who are the best energetic fit for us.

It’s 3 p.m., which is coaching time, and we’re all on our Zoom call with a fruity tea or hot chocolate.

One group member, let’s call her Jenny, has a blog post that she wants us to review. Jenny is a knowledgeable, highly qualified gut health specialist. If I needed to hire such a specialist, I would go for her without even looking for possible alternatives to compare.

But let’s say I don’t know Jenny. If I’d Googled ‘gut health check,’ and her blog post had come up, I wouldn’t have felt she was the specialist for me after reading it.

Some parts of the blog post writing were hyperbolic, with huge, dramatic statements.

Other parts were full of passive voice and weirdly formal phrases.

There was no personal touch. There were several missed opportunities to add a fun or interesting anecdote.

And, worst of all, the writing didn’t sound like her.

I knew straight away, after reading just one sentence, that she hadn’t written this blog post. ChatGPT had.

The ChatGPT elephant in the room

I wasn’t going to call Jenny out. I was going to highlight ways to improve the text and let her come to her own conclusion that ChatGPT couldn’t create on-brand content for her.

But it turned out I wasn’t the only person who’d sniffed out ChatGPT. Another entrepreneur from our group addressed the elephant in the room by asking, ‘Jenny, is this ChatGPT content?’

Jenny hid her face behind her hands. ‘Yes,’ she said. ‘Is it that obvious?’

All 15 of us had suspected this was AI content from the get-go.

‘I don’t have time to write blog posts,’ she said. ‘And I thought ChatGPT would do a better job than me anyway.’

Helping Jenny save time with ChatGPT – the right way

Not having time to blog (or do any other kind of marketing) is a problem that most entrepreneurs know well. Jenny is far from the only person to have been in this situation.

Once you’ve spent your day supporting your clients, finding the time – and energy – to get onto the marketing side of things is tough.

All you want to do is get in the bath. Spend the evening with your family. Or go to the gym and prepare a healthy meal so you don’t fall back into that slump of eating ice cream for tea because you’re ridiculously busy.

The good news is, there are ways to use ChatGPT to save time. During the coaching call, we came up with useful ways to use ChatGPT to save time. Try using it to:

Come up with blog post themes/ideas. Solo idea generation can take hours, but not with ChatGPT helping you out.
Generate structures to follow in your blog posts. Following a structure can make writing blog posts way easier.
Rephrase complicated language. When you’ve run out of ideas on how to simplify your point, ChatGPT may be able to help.

Using ChatGPT this way will make your life easier. It won’t save you the same time that automating all your content creation will. But you’ll know that your content is rightfully yours. You’ll create the content that attracts people to you because it’s you that they’re seeing.

If reading this makes you feel at a loss, don’t worry. We understand that many entrepreneurs don’t have time to blog for their business and become visible online. You can get your time and energy back with our 100% done-for-you blog package.

About Finer Things Editorial

Finer Things Editorial writes for businesses that help others achieve abundance, whether in the form of profit, self-love, or physical health. Our content helps these businesses attract their dream clients, so they don’t have to chase them. Having taken businesses from 0 to 1,000+ primed-to-buy website visitors per day, we take businesses from unknown to really known.