You may have noticed an increasing amount of content generated with ChatGPT and other LLMs (Large Language Models). If you’re practicing Content Marketing the competition might be increasingly hard.
Note though – what LLMs are especially good at is parroting the information already available somewhere, in particular, good (in my experience) creating content that reads well but has little information density.
However, what ChatGPT and other LLMs are not good at (yet) is creating some original research, which goes beyond publicly available documentation and other materials.
If you had actually to do something to create the content – work with software to showcase some unique functionality, perform benchmarks, create original tutorials, etc.
This also is the reason you want to involve engineers in content creation and have tech writers and product marketers capable of working with software.
With all of this being said – producing truly original content based on research, investigations, and analyses is a lot more expensive and chances are you need both types of content. Even when you create original content, ChatGPT can be fantastic for improving readability, in particular for content created by non-native speakers.
Combining such “original creativity” with ChatGPT you can stand out from “pure ChatGPT” content we have the Web flooded with these days while also creating well-sounding content efficiently.
About the Author
Peter Zaitsev
Founder at Underdog Consulting
Peter Zaitsev is an entrepreneur and founder of Underdog Consulting. As one of the foremost experts on Open Source strategy and database optimization, Peter leveraged both his technical vision and entrepreneurial skills to serve as a co-Founder, Board Member & Advisor in a range of open source startups such as Percona, Altinity, FerretDB, etc. Peter is a co-author of High Performance MySQL: Optimization, Backups, and Replication, one of the most popular books on MySQL performance.
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