Graphic of computer servers with question about chatGPT

Is chatGPT the answer to the content needs of every SME?

In today's fast-paced digital landscape, small businesses continually search for innovative, cost-effective ways to create engaging content and maintain a competitive edge. Everyone is talking about ChatGPT, an artificial intelligence (AI) tool that has taken the world of content marketing by storm.

As users ourselves – we are a small company trying to create helpful content for members of our community and others - we thought it would be useful to provide small businesses with some valuable insights into how ChatGPT can revolutionise their content creation, customer service, analytics, and more.

By weighing the pros and cons of using ChatGPT, we hope to help entrepreneurs and small companies make informed decisions about the role this AI tool should play in their content marketing strategies.

It is worth noting that the latest version is GPT-4, currently only available with a paid subscription of $20 a month. Also, at the time of writing, usage is currently capped so that a user can only create 25 messages every 3 hours. Whilst undoubtedly enough for most users, heavy content creators may find it restrictive. So, what are some of the advantages of using this tool?

The advantages of chatGPT as a content tool for SMEs


Imagine reducing the expenses associated with hiring full-time content writers, customer service agents, or data analysts. By automating content creation and other tasks, ChatGPT allows you to do just that, freeing up resources for other essential aspects of your business.

Quick content generation:

If you have ever been stuck looking at a blank page, feeling completely lacking in inspiration, you'll appreciate the rapid content generation that ChatGPT offers. Whether it is ensuring that your website, blog, or social media platforms are consistently updated with fresh, engaging material, this rapid turnaround enables small businesses to stay relevant and engage with their audience more frequently, with the caveat of the disadvantages listed below.

Customisation and versatility:

Tailor content to your specific needs and audiences, as ChatGPT's versatility allows you to create a variety of content types. Additionally, it can help improve customer service by providing instant responses to customer queries, generating personalised recommendations, and offering natural, conversational support.

SEO optimisation:

ChatGPT can generate content optimised for search engines, helping you improve your online presence and boost your digital foot and your search rankings. This allows your business to reach a broader audience and generate more organic traffic to your website. It can also help you focus on under-serviced niches that may get little search traffic but provide higher engagement and returns.

Improved customer service:

ChatGPT enables you to create chatbots that handle customer inquiries, offering quick and efficient support. Automating responses to common questions can reduce response times, enhance customer satisfaction, and free up your team to focus on more complex issues.

Data-driven insights and analytics:

Utilise ChatGPT's capacity to process and analyse vast amounts of data, providing your business with valuable insights and analytics that help you make data-driven decisions. Understand customer behaviour, track marketing campaigns, and identify areas for improvement with ease.

Multi-lingual support:

Reach a broader, multi-lingual audience and expand your business with ChatGPT's ability to generate content in multiple languages. This feature can be particularly handy for businesses targeting global markets or serving customers who speak different languages.

Content ideation and brainstorming:

Use ChatGPT as a brainstorming tool to generate new content ideas and innovative solutions to problems. Maintain a steady flow of fresh content and contribute to creative problem-solving within your business, whether it is blog posts, web page content, or subject guides.

By leveraging these advantages, you can streamline content creation, improve customer service, gain data-driven insights, and simplify many aspects of your small business operations. The competitive landscape means that SMEs need to optimise every business process to ensure growth and stay ahead of the competition.

As you consider incorporating ChatGPT into your small business operations, it's essential to be aware of the potential limitations and challenges. By understanding these drawbacks, you can make an informed decision about when and how to use ChatGPT effectively. 

The disadvantages of chatGPT as a content tool for SMEs

Lack of human touch:

While ChatGPT can generate grammatically correct content, it may not capture the emotional and personal touch that a human writer brings to the table. Keep in mind that the absence of the human element could make your content less engaging and relatable to your target audience.

Limited industry-specific knowledge:

ChatGPT may not have in-depth knowledge about your particular industry or specialised subjects, which could limit its effectiveness in creating accurate and relevant content. It may be necessary for a human expert to review and edit the generated content to ensure it is factually correct and meets the required standards.

Potential inaccuracies and unreliable data:

AI-generated content may inadvertently include inaccurate information, fabricated data, or misleading quotes. ChatGPT may also struggle with providing appropriate and reliable external links to support the content. Be cautious, as these issues could damage your content's credibility and your business's reputation.

Difficulty in capturing brand voice and tone:

ChatGPT might struggle to consistently emulate your unique brand voice and tone, which is crucial for creating a cohesive brand identity. Be prepared to invest time and effort into editing the AI-generated content to ensure it aligns with your brand guidelines.

Relevance to your specific business:

ChatGPT might generate content that, while technically accurate and well-written, is not entirely relevant to your business or target audience. Keep an eye on this, as a lack of relevance could lead to content that fails to resonate with your intended readers or does not effectively address their needs and interests.

Ethical considerations:

There are ethical concerns surrounding the use of AI-generated content, such as the potential for misinformation, plagiarism, or over-reliance on AI tools. Your business should be mindful of these concerns when implementing ChatGPT to ensure that you maintain ethical practices and uphold your business's reputation when implementing ChatGPT.

Content revisions and editing:

Be prepared for the possibility that AI-generated content may require revisions and editing by a human to meet your desired quality, tone, and style. This additional step can add time and cost to the content creation process, diminishing some of the efficiency gains achieved by using AI tools.

Unpredictable output quality:

While ChatGPT can often produce high-quality content, there may be instances when the output is subpar or fails to meet your expectations. Relying solely on AI-generated content can be risky, as it may not consistently deliver the level of quality you require.

By acknowledging these limitations, you can make well-informed decisions about how to incorporate ChatGPT into your content strategy. Striking a balance between AI-generated and human-generated content will help you harness the advantages of ChatGPT while mitigating its drawbacks and optimising your content marketing efforts.
Big Ben Budget Day 2023

March 2023 Budget Announcement: Implications for Business Owners

Spring Budget 2023: Key Takeaways for Businesses

Chancellor Jeremy Hunt announced several measures to support businesses and households in the Spring Budget. This post summarises the main points and their implications for business owners.

The UK Economy

The Office for Budget Responsibility (OBR) predicts the UK will avoid a technical recession, with GDP expected to contract by 0.2% in 2023. Growth is projected for 2024 to 2027, and inflation is forecasted to fall from 10.7% to 2.9% by the end of 2023.

Energy Bills Support

The Energy Price Guarantee will continue at its current level, saving an average family £160 on their energy bills. The "prepayment premium" will be scrapped in July, benefitting around four million households.

Pension Lifetime Allowance Abolished

The pension lifetime allowance, currently just over £1m, will be abolished, encouraging over-50s who took early retirement to return to work. This change will eliminate taxes on pensions for 80% of NHS doctors.

Childcare Expansion

Free childcare provision will be expanded and extended to children aged nine months to four years, with phased implementation starting in April 2024. This policy will be worth £6.5bn overall and help parents who work at least 16 hours per week.

Corporation Tax Rise

The corporation tax rate will rise from 19% to 25%, with the full increase affecting businesses with profits over £250,000. Smaller companies will continue to pay at the 19% rate.

Fuel Duty Delay and Extension

The planned fuel duty rise has been delayed, and the temporary 5p fuel duty cut will be extended by 12 months, avoiding a potential 23% increase in fuel costs.

Investment Zones

Twelve new investment zones will be created across the UK, fostering innovation and development through partnerships between local authorities, universities, and businesses.

Defence Budget Increase

The UK's defence budget will rise by £11bn over the next five years to increase defence spending to 2.5% of GDP when circumstances permit.

New Nuclear Power Body Great British Nuclear (GBN) will be launched to help energy companies find suitable sites for nuclear power plants and develop supply chains, to generate 25% of the UK's electricity from nuclear by 2050.

AI Research Funding and Prizes

The government will invest £900m in a new supercomputer, launch an AI sandbox, and create a £1m annual prize for AI researchers to boost the UK's AI industry.

Brexit Beer Boost

Duty on draught pints will be frozen, benefiting the pub industry. However, the tax on other alcoholic drinks will increase by 10.1% in August.

The Chancellor's Spring Budget includes several measures to support businesses and households in the UK. Business owners should be aware of these changes and their potential impact on operations, growth, and profitability.
Business woman using laptop to optimise her company's digital presence

A guide to boosting your company’s digital presence

Are you taking full advantage of the business benefits of a strong digital footprint and online presence? This step-by-step guide will help you understand why having a solid online presence is essential for your brand or business.

Your digital footprint is your representation online, including your website, social media accounts, videos, and other marketing content. A strong digital presence is crucial for growing your reach, building customer relationships, and staying ahead of the competition.

Benefits of Having a Digital Presence

Here is why you need to invest in a solid digital presence:

Reach a wider audience

You can tap into a more extensive potential customer base that you cannot reach through traditional methods. Use platforms like social media, email marketing, and search engine optimisation to expand your reach and connect with more people.

Establish credibility

A professional website and active social media presence establish your credibility and legitimacy. Customers expect businesses to have a digital footprint, and a lack of online presence raises red flags. Invest in a visually appealing and user-friendly website and engage with customers on social media to show that you are trustworthy and credible.

Increased visibility

A well-executed digital marketing strategy increases your visibility online and helps you reach more potential customers. Use techniques like search engine optimisation, pay-per-click advertising, and content marketing to boost your visibility and reach new customers searching for products or services like yours.

Cost-effective marketing

Digital marketing is often more cost effective than traditional marketing methods, making it an attractive option for businesses of all sizes. By using digital channels, your business can reach a wider audience with a smaller budget, making it a fantastic way to maximise your marketing budget.

Improve customer engagement

Social media and other digital channels allow your business to engage and collaborate with customers and build relationships. You can foster a vibrant online community and deepen customer relationships by responding to customer inquiries, posting valuable content, and hosting online events.

Better customer insights

Digital marketing tools can provide valuable insights into customer behaviour, preferences, and buying patterns. By tracking website and social media analytics, you can gain a deeper understanding of your customers and use that information to improve and enhance your marketing strategy.

Enhance brand recognition

A strong digital presence enhances your brand recognition and establishes a stronger online brand identity. Present a consistent and cohesive brand image across all digital channels to build recognition and increase your online presence.

Stay ahead of the competition

A strong online presence gives you a competitive edge in today’s digital age. Use innovative digital marketing techniques to set yourself apart and position yourself as a leader in your field.

Increased website traffic

Digital marketing efforts can drive more traffic to your website, increasing its visibility and the chances of attracting new customers. Optimise your website for search engines and use tactics like PPC advertising to generate more traffic and convert visitors into customers.

Improved customer experience

A well-designed website and effective digital marketing efforts improve the overall customer experience, leading to greater customer satisfaction. Make it easy for your customers to find what they are looking for, provide clear information, and offer convenient ways to contact you to create a positive and memorable experience.

Better lead generation

Generate more leads and drive sales and revenue by using tactics like lead magnets, landing pages, and email marketing to attract and convert potential customers into leads.

Increased conversion rates

Increase conversion rates by providing targeted, relevant content and calls to action. Understanding your target audience and delivering content that resonates with them drives more conversions and increases your bottom line. It can help lower your customer acquisition cost and aid customer retention.

Access to Mobile Customers

In today’s digital age, many customers access the internet through mobile devices, so your business must have a mobile-friendly website and a robust digital footprint. Failing to do so can result in missing potential customers and sales.

Improved Customer Service

You want to provide the best customer experience possible as a business owner. Customers expect quick and efficient responses to inquiries and support requests in this digital age. By incorporating live chat and social media into your digital strategy, you can offer seamless customer service and improve the overall customer experience. This will increase customer satisfaction and loyalty, boost your brand, and drive sales.

Increased Brand Loyalty

By engaging with customers through valuable content, such as blogs, social media posts, and email newsletters, your business can build brand loyalty and foster a strong online community. By providing customers with the information they care about and by responding to their feedback, businesses can strengthen their relationships with their customers and drive sales.

Access to Global Markets

With the huge global presence of the internet, you can expand your reach and access new global markets. A strong digital presence and broader digital footprint can help you connect with customers from all over the world and increase your visibility.

Measurable Results

Digital marketing provides vast amounts of data to allow you to measure the success of your marketing efforts and inform future strategies. Using tools like Google Analytics and social media analytics, you can track your website traffic, engagement rates, and conversion rates and make data-driven decisions to drive sales.

Better Collaboration with Suppliers and Partners

Collaborating with suppliers and partners becomes easier with digital tools like project management software, video conferencing, and cloud-based storage. Streamlining processes and improving communication can increase efficiency, reduce costs, and improve your overall performance.

Ability to Pivot and Adapt

A strong digital presence allows your business to quickly pivot and adapt to changing market conditions. With a robust online presence, you can respond to market changes quickly, pivot and adjust, launch new products and services, and stay ahead of your competitors. This agility can be a key driver of success in today’s rapidly changing business environment.

Cost Savings

A digital-first approach can also help you save money overall. By streamlining processes and reducing marketing and advertising expenses, you can reach your target audience at a fraction of the cost of traditional advertising methods. Embracing a digital-first approach can maximise your return on investment and achieve long-term success.

Measuring the Impact of Your Digital Presence

Measuring the impact of your digital presence is essential for tracking progress, making improvements, and understanding how effective your online marketing efforts are. Comparing your digital metrics to those of your competitors can help you identify areas where you have a competitive advantage or need improvement.

Analytic tools such as Google Analytics provide valuable insights into website performance by monitoring visits, page views and other key indicators. Response tracking tools measure customer engagement on social media platforms allowing you to track interactions with followers in real time. This data will help you understand user behaviour better and enable you to tweak your strategies accordingly to increase reach.

In addition to measuring the success of campaigns, it is good practice to measure brand reputation across various channels using sentiment analysis tools such as MonkeyLearn or Brandwatch that scan conversations about your company’s products/services online. This will allow you to gain an understanding of what people think about them overall and to make any necessary adjustments.

Additionally, A/B testing allows you to compare two versions of a content piece (e.g. a blog or website page) side-by-side which helps determine which one performs best based on specific criteria such as click rate or average session duration. This will enable you to adjust design elements accordingly for maximum effectiveness when creating new content in the future while providing invaluable feedback at the same time.

Overall, having an active digital presence is highly beneficial for businesses today due to its ability to generate leads quickly while building relationships with customers efficiently. However, measurement remains critical to ensuring long-term success regardless of the chosen platform since it provides tangible evidence of the strategy’s effectiveness, helping evaluate future ROI performance.

Maximising Your Digital Presence

Email marketing campaigns are an effective way to increase brand awareness and stay connected with customers. By leveraging email, you can build relationships by providing relevant content such as newsletters, promotional offers or product updates that keep your customers informed and engaged in the conversation.

Additionally, carefully crafted emails tailored to individual preferences will help ensure messages do not get buried among hundreds of other emails present in their inboxes. Moreover, creating automated emails triggered by specific events, such as a purchase or registration for an event, helps further personalise the customer experience in more meaningful ways while also saving time since they require minimal effort from you once set up correctly.

You can improve your online visibility by optimising your content for search engines. This means using keywords and phrases related to your target audience and industry when creating content on platforms like blogs and web pages.

Not only will this increase traffic, but over time it will also improve your ranking on search engine algorithms, making it easier for people looking for your services to find you in organic searches. Plus, a higher ranking on search engine result pages (SERP) increases your credibility and perceived trustworthiness among consumers.

For the best results, optimise your content for mobile devices. With so many people accessing the internet on smartphones daily, having a website designed for mobile devices will ensure that all visitors have a great user experience, no matter what device they use.

Use responsive design techniques, shorter paragraphs, high-resolution images and videos, faster loading times, and easy navigation to keep your audience engaged from start to finish. This will lead to increased conversions and satisfaction levels, key indicators of a successful digital presence.

In summary

It helps your business considerably if you have a credible and well-executed digital presence to thrive in today’s competitive market. Keep your online strategy fresh by adapting to changing trends, technologies, and customer preferences. Boost your brand awareness with digital tools like SEO, content marketing, social media, email marketing, and A/B testing.

Use analytics to measure the impact of your digital strategies and track website performance. Monitor customer sentiment through sentiment analysis to understand what people think of your brand and ensure long-term success across all your content platforms.