By David Lewis, Director, Memetic Communications
To research this article, I spent a lot of time asking ChatGPT to write articles on subjects we’ve written about for clients.
Many were pretty good.
But none were truly brilliant. None were ‘wow, I had never thought about it like that’ or ‘wow, I’ve really learned something here’. Most were, ‘yeah that seems about right’.
ChatGPT is very good at generating certain types of content. But it has limits when it comes to real insight and originality, which we believe is what makes content most useful to audiences making high-value decisions.
We will discuss why, and how to do better.
The limits of ChatGPT
NB, this section is partly based on a conversation with the Deputy Head of Capgemini’s AI Future’s Lab, who holds a PhD in AI.
ChatGPT is a language model. It does not know anything. It’s skill is its ability to predict what words should follow each other. That creates very human sounding responses, but comes with caveats.
That doesn’t mean ChatGPT is not useful. With good prompts, it is a great research assistant – generating ideas and summarising complex information. It can do a decent first draft of supporting assets for existing content (eg turning a report into blogs, socials posts, press releases, etc).
But it is not able to come up with outstanding original insight. In fact ChatGPT itself says, when asked, ‘While AI models excel at generating content, they lack the creativity, critical thinking, and human touch that can make an article truly outstanding’.
Writing content better than ChatGPT, to offer unique value senior or specialist audiences
If we want our content to stand out, we must do much better than ChatGPT. From years of writing content that gets senior people engaged, and a few months of playing with ChatGPT, I would suggest the following three things are critical to that.
Four tips for creating precision content that outperforms ChatGPT
To conclude, some thoughts on writing articles that are better than ChatGPT, to give you a truly differentiated position in your market.
All that said, don’t reject ChatGPT out of professional pride. ChatGPT can do a lot of the heavy lifting – finding data and examples to support your argument, or creating first draft explainers of concepts which back up your original insight. It can automate the grunt work, so experts can spend more time on the high value, bespoke work. That is – and has always been - the promise of AI.
People buy from companies they trust, and trust comes from what they read and hear from that company. Senior audiences do not have time for generic content. If you want their attention, you need content that is targeted, original, insightful and human.
I have always said that being a writer is not enough to write great content, you also need the skill to find insights to write about. Language models like ChatGPT can write well. But they cannot yet do the original insight. That needs human experts.
For comparison, I have included a ChatGPT article on ‘write an article on how to write articles that are better than ChatGPT’. In my view this is well written and the content is good entry-level advice for writing – the sort of thing I’ve read in writing advice columns for years. But a little generic and lacking ‘lived experience’ or a human voice. But I shall leave you to judge.
Title: Mastering the Art of Writing Engaging Articles That Surpass ChatGPT
With the rise of AI language models like ChatGPT, it's important for human writers to continually hone their skills and strive to produce articles that are superior in quality and engagement. While AI models excel at generating content, they lack the creativity, critical thinking, and human touch that can make an article truly outstanding. In this article, we will explore several key strategies that can help you write articles that surpass the capabilities of ChatGPT and captivate readers with your unique perspective and expertise.
Develop a Clear and Engaging Writing Style
One of the distinguishing factors of exceptional human-written articles is the ability to convey information in a clear, concise, and engaging manner. Avoid convoluted sentences and jargon that can confuse readers. Instead, strive for simplicity, using plain language that is accessible to a wide audience. Incorporate storytelling techniques, anecdotes, and vivid descriptions to make your articles more engaging and relatable.
Demonstrate Expertise and Originality
To surpass AI-generated content, showcase your expertise on the subject matter. Conduct thorough research, consult reputable sources, and present well-informed arguments or insights. Provide unique perspectives, analysis, or personal experiences that add depth and authenticity to your writing. By offering original ideas and fresh angles, you can offer readers a valuable and memorable experience that sets your article apart from AI-generated content.
Focus on Structure and Organization
Structure and organization are crucial elements in crafting superior articles. Begin with a compelling introduction that grabs the reader's attention and clearly states the purpose or main argument of the article. Use well-defined paragraphs with topic sentences and coherent transitions to guide readers smoothly through your content. Break down complex ideas into subheadings or bullet points for clarity and easier comprehension. A well-structured article enhances readability and ensures your message is conveyed effectively.
Engage with Your Audience
Unlike AI models, human writers have the ability to connect with readers on a personal level. Encourage interaction by incorporating rhetorical questions, inviting readers to share their thoughts or experiences, or posing challenges for them to consider. Engage with readers in the comments section or through social media, responding to their questions and feedback. By fostering a sense of community and dialogue, you create a more enriching experience that AI models cannot replicate.
Polish Your Editing and Proofreading Skills
Meticulous editing and proofreading are essential for producing high-quality articles. While AI models can generate text quickly, they often lack the attention to detail and human judgment needed to catch errors or inconsistencies. Take the time to review your work, checking for grammar, spelling, and punctuation errors. Ensure your article flows smoothly and cohesively, eliminating any repetitive or redundant content. Well-edited articles demonstrate professionalism and a commitment to excellence.
While AI language models like ChatGPT have made remarkable strides in generating content, human writers still possess the ability to create articles that surpass AI-generated text in terms of creativity, expertise, and engagement. By developing a unique writing style, showcasing expertise, employing effective structure, engaging with readers, and perfecting editing skills, you can produce articles that stand out and leave a lasting impact. Embrace your strengths as a human writer, and continue to refine your craft to create content that connects with readers on a deeper level.
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