659 - Why Copy-Pasting From ChatGPT Is Not a Content Strategy
Jens Heitland breaks down why AI-generated LinkedIn posts fall flat without a strategy behind them, even when the writing itself reads well.
This episode looks at the sequence that holds up over time, starting with strategy, moving to personality, and ending with video conversations as the origin every article, post, and clip gets built from.
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Why Copy-Pasting From ChatGPT Is Not a Content Strategy
A lot of professional content on LinkedIn starts the same way now. Someone opens ChatGPT, types a prompt, and posts whatever comes back a few seconds later. That is not something I see as a problem to fix. Posting something is often better than posting nothing, and for many people, AI is the reason they show up on social media with any regularity at all.
What gets skipped in that process is the step before the prompt: the point a person is actually trying to make, the outcome they want a specific post to create, and how that post connects to everything else they have already published. AI can accelerate language. The reasoning behind it belongs to the person publishing, rather than to the tool being used.
In my experience, the sequence that holds up over time follows a consistent order. A strategy gets worked out. A personality gets connected to that strategy. Only after that does AI enter the process, shaping material that already has direction rather than generating a post out of nothing.
Skip that sequence, and the output can still look complete, with the right structure, the right length, and paragraphs that land where they should, while missing a reason for the post to exist beyond the post itself. Readers pick up on this pattern faster than most people expect, even when they cannot name what feels off about it. A feed built from generic AI paragraphs reads more like noise than a voice, and over time, the account blends into every other account doing the same thing.
The process we use with clients at Heitland Media Group starts before any content gets written. A strategy comes first, a personality connects to that strategy, and only after that do we build what we call the origin: a recorded video conversation that becomes the source material for everything else. Articles, LinkedIn posts, and short clips all get built from that conversation rather than the other way around.
Video tends to carry more weight than a standalone written post. Being seen and heard with some consistency builds a kind of authority that text alone rarely creates, regardless of how well the text is written. AI still has a role in that process. Its role has simply moved further down the sequence than most people currently place it.
Highlights:
00:00 AI Content Creation Basics
00:03 Beyond Copy Paste Posts
00:19 Strategy Before AI
01:07 Client Workflow Framework
01:23 Video Builds Authority
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Transcript :
Let's talk about AI content creation. So when you look at content creation, there are a lot of people who are basically copy-pasting from ChatGPT and put it into LinkedIn or any of the other social media. Fair enough, it's better than not posting anything for a lot of reasons. But the tricky thing with that is that I think you, you can use and you should even use AI to help you with your creativity, but you need to go back to yourself and look into what is the creative point that you want to get across, what do you want to achieve with your post, and then look into what's the red thread that is going throughout all my social media posts, and then most importantly, look into what's the outcome that you want to drive with that post. And instead of just using ChatGPT or any of the others to produce the content for you, is look into how do you build informed strategic decisions that then get into AI, and AI helps you to create the certain things. That's why when we work with clients, we always work strategy first, personality connected to the strategy, and then we build the origin, which is the content based on a video conversation, and then we build articles and so on from that. Because I believe the video and the authority you build through videos is the biggest impact you can get