How I Use ChatGPT as a Strategist (Not a Shortcut)
Get inside the brain of a social media manager who actually knows what to do with AI
There’s a certain kind of smug energy on the internet right now: “Why would I pay someone to write captions when I could just use ChatGPT?”
And look, I get it. The tool’s incredible. I use it daily. But here’s the part you don’t see: the difference between average content and clever, strategic, scroll-stopping content isn’t the tool.
It’s the human behind it.
So, no, I’m not scared of clients knowing I use ChatGPT. But the way I use it? That’s the magic. And if you’ve ever wondered what actually goes into great content, the kind that converts, sounds like you, and sits at the sweet spot between brand voice and business goal — here’s a little peek behind the curtain.
I Don’t Just Prompt It. I Onboard It.
When I’m working on a new brand, I don’t ask ChatGPT to “write me 5 captions.” I treat it like a junior content assistant who needs a full-blown induction first.
That means uploading:
The full tone of voice guide I’ve helped develop
Audience personas with pain points, buying triggers, and common objections
Previous content that’s performed well (and content that flopped)
Campaign objectives, funnel stage, content types, and platforms
Specific phrases the brand would and wouldn’t say
The invisible bits: the energy, the nuance, the vibe that makes the brand feel like something
This alone is what separates me from someone plugging in a basic prompt and calling it done.
I Use It to Think With Me, Not Instead of Me
A lot of people treat ChatGPT like a vending machine. You ask for a caption, you get a caption. I use it more like a second brain.
If I’m stuck? I ask for five ways to reframe the same message.
If I’ve got a campaign mapped out, I’ll ask it to spot the gaps in the funnel.
If I need to brief a client on what’s not working, I’ll have it stress-test my hypothesis before I present it.
It helps me think sharper, move faster, and uncover fresh angles, especially when I already have 20 tabs open, am working by myself and have no one to bounce and idea off.
I Train It Per Brand (Not Just Per Task)
Most people think AI is a one-size-fits-all solution. I treat it like a bespoke tool, calibrated per client.
Because writing captions for a jewellery brand with attitude? Very different energy to an intergenerational family consultancy helping with succession planning and aged care. (Yes I’m working on both at the moment, so important not to get their tone of voice mixed up lol).
My prompts aren’t just about what I want, they’re about how I want it delivered.
Do I want the caption to sound reassuring but no-BS?
Do I need it to match a hook-heavy content structure for a Reel?
Should it sound like it’s written by a founder or from a community voice?
That’s where most attempts fall short. They’re asking the AI to write content and I’m asking it to write in character.
I Use It to Repurpose Killer Content
Let’s say I write a cracking blog for a client. That blog can then get:
Pulled apart into carousel content
Transformed into a punchy Reel script
Turned into three email hooks
Repurposed into a LinkedIn post with a different tone for a different audience
All with the help of ChatGPT. Not to replace the work, but to help me amplify it, faster. To remix my original strategy, not recreate it. In fact, this helps me stay affordable for my clients. I can get more done, quicker, so they get more for their buck.
The average user might prompt: “Turn this into a Reel.”
I prompt: “Turn this into a top-of-funnel Reel hook using Australian audio trends. Make the first line emotionally resonant and cut the fluff.”
I Still Edit. Always.
Even after all that? I still edit.
I tweak, restructure, remove anything that sounds like it was written by a bot who’s never experienced human feelings.
Why? Because my brain is the strategist. I am the professional who has done this for over a decade. ChatGPT is just the support act.
I don’t hit post until it sounds like a real person from the real brand with a real point to make.
Final Thought: You Can’t Outsource Strategy
You can ask ChatGPT to give you a caption. You can even get something decent if you feed it enough brand info.
But you can’t outsource:
Knowing what type of content your audience actually needs
Understanding where that content sits in the funnel
Layering in subtle sales psychology
Shaping words to land in the exact right way
Turning insights into impact
That’s what I do.
So yes, I use ChatGPT. I just use it like a strategist.
And if you’d like someone who can make AI-generated content sound like your brand (but better), that’s where I come in.
