While content is king, creating high-quality content that resonates with your audiences can be challenging.

Earlier in the year Ben Heath wrote an internal recipe book designed to bring ChatGPT into the content kitchen and make it easier for MVPR to generate high quality content on behalf of its clients.

In keeping with our belief that information like this should always be passed on to clients, we wanted to share some of the elements of those recipes with you that have been a game-changer for us. In here, we're sharing the main elements of our ChatGPT Recipe Book:

Think of it as a cookbook for content creation! Using a language model to generate high-quality content is like cooking a delicious meal. Just as a skilled chef carefully selects and combines ingredients to create a dish, ChatGPT can help you create useful and engaging content.

Here are the key ingredients we use to create the best content:

🧅 Ingredient 1 - Define who ChatGPT will be impersonating as they write content

Like the humble onion, sharing with GPT who in the company they will be impersonating is the foundation of many an excellent recipe. Getting ChatGPT to write from the perspective of a specific individual is key to making sure your content will have the correct tone and style.

For instance, if the founder is the author, the tone could be more direct, personal and passionate, whereas a product lead might use more technical language. This nuance helps the AI to create content that matches the author's style and feel genuine to the reader.

🍛 Ingredient 2 - Include context for what they have written in the past (and use examples)

Like a quality curry, content is also fantastic when it's consumed a few days later, or used as the base for another meal.

To help ChatGPT create consistent content, it's important it knows what the author has written previously. By feeding it this information as a reference, the new content is more likely to align with the author's existing messaging and tone - establishing a recognisable brand voice and maintaining the author's reputation.

🍮 Ingredient 3 - Explain the goal of the author

As with the Omelette & Creme Brûlée the difference between two very different outcomes can be the addition of one ingredient, added at the end.

Whether it's promoting a product or establishing domain expertise, sharing the goal of the article will help ChatGPT understand the desired outcome, meaning it will know before hand that it's trying to create a main course, rather than a dessert.

This prompt will allow you to create something with the characteristics you're looking for from the beginning, rather than meaning you have to adjust or fix it half way through or retrofit at the end.  

🌶️ Ingredient 4 - Remind ChatGPT which audience you're writing for

By naming the intended audience, whether they are potential customers, investors or prospective employees, ChatGPT can ensure the content created is tailored to address your audience's unique interests.

Written well, your content will appeal to a specific niche looking for perspectives or analysis that will help them overcome challenges they're currently experiencing. Ultimately you want your content to deliver value to audiences that are most likely to buy your product or have an interest in your company, describing the persona that you're writing for is a great way to ensure your messages land.

Adding additional prompts

Just as a chef can add more ingredients to create more complex dishes, you can also add refining prompts to ChatGPT to improve what it produces. Generally speaking, we have found that the more contextual prompts you're able to provide, the better the output - making it a tool that we use to work faster and smarter.

Here’s a flow chart with the prompts we use for each of our initial 4 ingredients:

Remember, these are the early days of ChatGPT, you will always need to edit and convert the outlines you create into something original. It's still fairly obvious when companies share content with us that hasn't been edited by humans - and it will be even more obvious to journalists who receive content like this every day.

Use ChatGPT to help with the heavy lifting, but avoid using it as a full replacement. It's better to produce one high-quality piece of content every month that delivers value to the reader they can't get elsewhere, than ten generic articles. Doing that will also dilute your brand.

For now though, using ChatGPT effectively has the potential to significally lighten the load on writing resources.

Happy cooking.

Ben