How to Use ChatGPT for Content Marketing — Without Sounding Like a Robot
If you’ve ever asked ChatGPT to write something for your business and immediately cringed at the results… you’re not alone. Yes, it spelled everything correctly. Yes, it spit out 500 words in less than 12 seconds. But it read like a generic internet ghostwriter had taken the wheel.
Here’s the truth: ChatGPT is powerful—but only when you know how to talk to it. Most small businesses and solopreneurs use it like a vending machine: plug in a vague prompt, get a vague answer. But what if you could turn it into your brainstorming buddy, idea generator, and behind-the-scenes marketing assistant… while still sounding like you?
That’s exactly what this article is here to help you do.
I’m Hilary, founder of Hatch Tribe, and I’ve been using ChatGPT regularly in my business to generate website copy, write newsletters, create social media content, and so much more. It’s become a core part of my marketing process—but only after I figured out how to train it to sound like me.
This guide is for small business owners (like you!) who are doing marketing in-house—whether you're flying solo or have a small team—and want to use ChatGPT more strategically to create better, faster content!
1. ChatGPT Isn’t Magic—It’s a Mirror
Here’s the biggest secret to using ChatGPT well: it reflects what you give it.
If you type, “Write me a blog about Instagram tips,” it will. But it’ll sound like… well, every other blog about Instagram tips on the internet. Because you didn’t tell it who you are, who you’re talking to, what your business is about, or the tone you want it to use.
This is where most people go wrong. They expect magic. But ChatGPT isn’t a mind-reader. It’s a mirror. And if you want gold to come out, you have to feed it something better than “make me a thing.”
2. Why Most AI Content Sounds …Off
Let’s call it what it is: some ChatGPT responses sound like they were written by a corporate intern in 2013.
That’s not your brand! But it’s not the tool’s fault—it’s just following patterns.
If you don’t tell ChatGPT what kind of brand voice to use, it defaults to safe, formal, inoffensive language. It’s trying to please everyone, which means it sounds like no one in particular.
Your job? Tell ChatGPT who you are!
Want your content to sound witty and casual? Direct and empowering? Nerdy and precise? You’ve gotta say so.
When I write prompts, I often include a line like:
“Use a conversational tone that’s smart, confident, and encouraging—like a trusted business coach talking to a savvy entrepreneur over coffee.”
That one sentence instantly makes a difference in what I get back.
3. The #1 Way to Get Better Results: Give It Context
Context is everything.
Imagine walking into a room and saying, “Write me a social media caption.” The person you’re talking to would look at you like, What about? For whom? In what voice? For what platform?
ChatGPT is the same.
Here’s what to include in your prompt to get way better content:
Who you are (your business name, what you do, who you serve)
What your tone of voice is (e.g., playful, bold, professional, heart-centered)
Who your audience is (e.g., mid-6 figure entrepreneurs, first-time founders, new moms)
What you want the content to do (e.g., drive clicks, build trust, promote a service)
👇 Try this:
Instead of:
“Write a LinkedIn post about my new workshop.”
Try this instead:
“I’m a business strategist for women entrepreneurs, and I’m hosting a new online workshop to help people build better content using AI. Write a LinkedIn post that’s friendly, confident, and helpful—like I’m inviting my community to something I know they’ll love. Mention the date and that it’s free.”
Boom. Totally different output!!!
4. Prompt Like a Pro: Simple Tweaks That Make a Big Difference
Want to sound more like you and less like ChatGPT? Steal these tips for tweaking your prompts:
🛠 Before & After Examples
BEFORE:
Write an email about my upcoming sale.
AFTER:
Write a promotional email for my brand, [Your Biz Name], which helps creatives build sustainable businesses. This email is about our upcoming sale on business planning templates. Make it energetic, a little cheeky, and end with a strong call to action to “grab yours before it’s gone.”
BEFORE:
Write Instagram captions about productivity.
AFTER:
Give me 5 Instagram captions about productivity for solo entrepreneurs who are trying to grow without burning out. Make them feel seen, use a warm and human tone, and add emojis if it feels natural.
BEFORE:
Write a blog about using ChatGPT.
AFTER:
Write a blog post for small business owners who are just starting to use ChatGPT. The goal is to show them how to get better content by giving more context. Use a smart, approachable tone—like Hilary at Hatch Tribe—and make it feel like a helpful conversation, not a lecture.
(Yes, I really do feed ChatGPT prompts like that!)
5. My Favorite Ways to Use ChatGPT for Content Marketing
Here’s a peek behind the scenes at how I personally use ChatGPT in my business:
🧠 1. Brainstorming website copy
When I was working on my Hatch Tribe brand refresh, I used ChatGPT to help brainstorm different versions of headlines, taglines, and even my services page. I didn’t use its answers word-for-word—but it helped me explore directions and refine what I wanted to say.
💌 2. Writing newsletters
Staring at a blank screen = the worst. So I ask ChatGPT to help me outline the email first. Then I’ll ask for a draft in my tone. Then I edit. Way faster than doing it from scratch.
📱 3. Creating social media content
Sometimes I’ll paste in an existing blog or email and ask ChatGPT to repurpose it into 5 social captions. Or I’ll give it a topic like, “Create 10 Reels ideas about leadership for small business owners,” and let it spark my creativity.
📚 4. Outlining lead magnets
ChatGPT is great for mapping the structure of something like a checklist or workbook. I provide the audience and goal, and it helps me brainstorm what to include, so I’m not starting from zero.
6. Team Tip: Train Your People, Not Just the Bot
If you’ve got a team member helping with marketing (or you plan to hire one), don’t just say, “Use ChatGPT to write some stuff.” That’s how you end up with content that sounds like it belongs to a completely different business.
Instead, treat ChatGPT like a junior assistant who needs training. And your team? They need the guidebook.
Here’s what I recommend:
Create a brand voice cheat sheet. Include words and phrases you use often, your tone (e.g. confident, no-fluff, playful), and anything to avoid (e.g. jargon, sales-y language, overused phrases like “crush your goals”).
Share examples of “on-brand” content. Show them emails, captions, or blogs that sound like you.
Give them starter prompts. Create a few “this works” prompt templates they can reuse and tweak.
This tiny bit of upfront training goes a long way toward keeping your brand voice consistent—even when AI’s doing the heavy lifting.
7. The Final Word: You’re Still the Boss of Your Brand
Here’s the deal: ChatGPT is a brilliant co-creator, but it’s not the creative director. That’s you.
AI can’t replace your voice, your ideas, or your leadership—but it can help you save time, stay inspired, and get out of your own way when the blinking cursor is winning.
When used well, ChatGPT becomes an accelerator for your content—not a crutch. So give it better inputs. Edit the outputs. And remember: sounding human is your superpower.
Let’s Get Your AI Strategy Dialed In 🎯
Ready to put AI to work in your marketing—without losing your voice or your mind?
Let’s do it together!
Our AI Strategy for Small Business can help you:
Identify where and how AI can save you time
Build prompts that work for your brand
Create a simple, repeatable content workflow you’ll actually use
Whether you’re flying solo or training your team, I’ll help you turn ChatGPT into your most reliable marketing assistant.