Should I be using ChatGPT?

ChatGPT has over 100 million active monthly users

If you’re reading this article, you’re probably wondering how to use ChatGPT for business. 

Maybe you’ve pondered questions like:  

  • Should I be using ChatGPT?
  • How can I use ChatGPT?

Knowing what the AI tool is best used for, its limitations, and the questions you need to ask yourself before kicking off with it is essential. Especially as a marketer. 

So, let’s get into it. 

Start with your goal and work backwards

How many software programs do you use in a day? Too many to count?

Many of us couldn’t do our jobs without a library of software and tools. So we download, integrate, and replace them at an astronomical rate. 

As with any new piece of kit (digital or otherwise), having a clear goal in mind can help you get the best out of it.. 

Let’s use the example of a thought leadership campaign. If your goal is to position one of your executives as a thought leader with 10 pieces of original content, consider how ChatGPT can aid you. You could use the tool to generate title ideas, source keywords for each article, or recommend some industry publications to pitch. 

Start using the tool without such precise objectives and you risk not using it to its full potential and also not harnessing it in the best way possible for your business. 

What is ChatGPT best for? 

Curious about how to use ChatGPT for marketing? Here’s what it’s good for:

Idea generation 

ChatGPT is an incredible partner for idea generation. You can ask it for content ideas on a certain topic, generate social post ideas based on a blog post, or recommend headlines based on your initial research. 

As with any task you give ChatGPT, the more context, background, and detail you provide, the better the output. Here’s an example:

Example of a ChatGPT marketing prompt
Prompt: Create 10 blog post ideas on how technology is impacting the accounting industry.


A brilliant marketing application for ChatGPT is competitor research. Ask it to identify the strengths and weaknesses of your competitors’ marketing campaigns, and use these insights to inspire your own. 

ChatGPT can also enhance your customer research. It can’t interview your customers for you, but it can generate qualitative questions based on their pain points and wants. 

Last but not least, ChatGPT gives you an SEO head start. Ask for main and longtail keywords relating to a specific topic, and ChatGPT will shortlist these for you. Then, you can check the difficulty and volume using your favourite SEO platform.

Content structuring  

Every writer knows the fear of a blank page. ChatGPT can soothe those woes. 

Feed your content idea into ChatGPT and some context about your audience, and it’ll help you build a brief. Feed your brief into ChatGPT, and ask it to create an article structure with bullet points, and you’ll never face a blank page again. 

Note: You’ll still need to use your critical thinking skills to make the content sing. But as far as a headstart goes, this isn’t too shabby.

For idea generation, research, or content structure prompt inspiration, read this

What are the limitations of ChatGPT?

As we explore in our comprehensive guide, this conversational AI hasn’t mastered everything yet. 

ChatGPT doesn’t have empathy or emotional intelligence. One of the most important aspects of running a business or a marketing department is understanding human behaviour. Whether it’s your team or your target audience, cultivating emotional connections is essential. 

But there are also concerns that ChatGPT isn’t well-versed in accuracy, privacy, or plagiarism. Let’s take a look at those points in greater depth. 


ChatGPT makes stuff up. OpenAI refers to it as hallucinating but there isn’t a single virtual mushroom in sight. 

Top tip: If you’re working with critical information, ensure you have a process in place for fact-checking. Or a knowledgeable human who can answer your questions.


Conversations on ChatGPT may be reviewed by Open AI’s trainers to improve the technology And companies and jurisdictions are already getting nervous about breaches. Users in Italy are unable to access the platform right now, due to data privacy concerns. 

Top tip: If you wouldn’t share the information with a stranger, don’t share it with ChatGPT. Always check your prompts against your privacy policy, or with your wider team if you’re unsure. 


ChatGPT is trained on vast amounts of text-based information, created by humans. There’s a very real possibility that ChatGPT responses to your prompts could be plagiarized.

Top tip: Don’t use ChatGPT’s responses verbatim. Spice them up with your learned human experience and critical thinking.

Some questions you should ask yourself before using ChatGPT

Let’s bring the attention back to you and your marketing priorities. Before using ChatGPT, ask yourself:: 

  • Do you have a goal for using ChatGPT? (So you can use the tool intentionally and get the most out of it) 
  • Do you have a fact-checking system in place?
  • Does using ChatGPT fit in with your privacy policy?
  • How can you enhance ChatGPT’s output with your experience and critical thinking?

Curious about how to use ChatGPT for marketing? Read our complete guide to using ChatGPT for marketers here

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