OpenAI recently opened a Content Strategist position for ChatGPT

OpenAI recently opened a Content Strategist position for ChatGPT, and to me that says a lot about the state of content marketing right now.

At its core, ChatGPT (and LLMs) is a machine that averages information. Anyone can create content with ChatGPT, sure, but the output is merely an amalgamation of millions of other content it has been trained on, all watered down to a “neutral” perspective.

I recently read a really insightful article on Substack by Pierce Taylor Hibbs on why AI can never fully replace human writers. Writing, he argued, is a behavior by which we mark the world with our presence.

In other words, writing content, at its deepest layer, is the act of manifesting one’s will into the world. Every single word and punctuation we released onto the paper, or Google Docs, is a representation of our humanity. ChatGPT, on the other hand, does not have that.

It does not have opinions and personality.

But brands need opinions and personality. Customers want opinions and personality.

Just like how:
🦉 Everyone knows Duolingo not just as a language learning app but there is also a very very unhinged owl 𝚌̶𝚑̶𝚊̶𝚜̶𝚒̶𝚗̶𝚐̶ accompanying you along your language learning journey
🥣 SURREAL (we make granola now) (the formerly SURREAL cereal company) with incredibly smart and funny social content (check their LinkedIn out I’m sure you’re going to have a good time)
🥤Or Liquid Death who believes that water doesn’t have to be lame. Drinking water can actually be so cool and so metal that you feel like Ozzy Osbourne himself.
🐂 Or Red Bull who decided that they will be remembered as the brand that sponsors the world’s craziest stunts, not just as “another energy drink”.

ChatGPT doesn’t have opinions and personality. Humans do, and they provide ChatGPT with THEIR personality. At the backseat of awesome content is always a human who breathes their soul into it.

$300K/yr does seem like a decent price for that soul though. Sam Altman really knows the value 💰, doesn’t he?

So, if your brand wants to really stand out in 2025 and beyond:
> Invest in a Content Strategist
> Let them create absolutely killer content (with a sprinkle of personality)
> Trust the process
> Pay them what they deserve
> Share that content on social media and watch it connect with the right audience

🤔 Wait…isn’t that the way great content has always been produced?

Yes, always has been 😉.