ChatGPT can write good content. Here is how humans can do better.

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.

• ChatGPT cannot offer anything original because it is trained on information in the public domain. It can summarise and reframe what is already out there very well, but it cannot lead the debate.
• Its workings are mysterious and there is no guarantee it will reach the right answer.
• It can misunderstand context – giving correct answers to a different question.
• Because its skill is language, not knowledge, it’s wrong answers sound extremely plausible, making errors easy to miss.
• Its training data stops at 2021, making it (currently) unable to give insight on anything topical.
• It is very easy to use, but if anyone can use it, then anyone who wants to stand out needs to go one better.

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.

1. Offer genuinely new insights from your experience that aren’t already online. For example, our report for Capgemini Engineering on disaggregated 5G Private Networks drew on lessons learned from a real-life ‘first of a kind’ disaggregated 5G network. Those insights existed only in the heads of the experts who worked on it.
2. Conduct new and valuable research that adds something to the sum of current knowledge. Eg our annual State of the Fusion Industry report is based on the world’s only survey of private fusion companies, showing the yearly progression of the industry with data that no-one else has.
3. Share ideas that no one would have thought to ask ChatGPT. Eg an article for TTP explored opportunities for the US printing industry to benefit from the Inflation Reduction Act (IRA) by printing solar panels. This is something printers may never have considered to ask ChatGPT, and requires knowledge or the IRA 2022, which is outside of ChatGPT’s training data.

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.

• Understand your audience: A deep understanding of a particular group of people, and their needs, allows you to identify topics and insights that offer something genuinely new and exciting. While ChatGPT has access to vast amounts of information, it lacks the ability to discern the nuances of what highly specific audience want to hear. 
• Be original: Offer insight from hard-won experience, that the internet doesn’t yet know about. Or conduct original research that offers something valuable or surprising to your audience.
• Deliver targeted actionable insights: Use your unique insights to make thoughtful recommendations. ChatGPT recommendations tend to be generic, because it has been trained to write using a large mass of content. If we understand what our audience knows and doesn’t know, we can make recommendations tailored to their specific needs. That is what gets people to act.
• Be human: Offer a human voice – particularly if you aim to building a following. People care that something is your idea, borne out of hard-won life experience, not just written by a bot. Just as a good forgery of the Mona Lisa is not the same as the Mona Lisa, so an original idea counts for more if it comes from someone you know to be an expert.

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.

In conclusion…

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.

ENDS

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

Introduction

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.

Conclusion

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.