Wellness Tips

ChatGPT and Health and Wellness Brands: What You Need to Know

ChatGPT is an AI chatbot that responds to questions or prompts in a conversational and human way. This can have huge implications for your brand voice, marketing strategy, and how you communicate and connect with customers.  

As a YMYL brand, you cannot dive headfirst into ChatGPT.  

Here’s what Vicki, Know Agency’s lead content wizard/specialist, says about ChatGPT: 

“Ask yourself if you would be happy reading a blog written by an AI-tool. Would you trust the information and the brand? Would you still have a personal connection to the brand? Tread lightly with ChatGPT. Don’t rely on it. You and your brand cannot be replaced by artificial intelligence.”  

You know Google has extremely high standards for brands classified as Your Money Your Life (YMYL) 

Google wants its search quality evaluators (real humans reading and scoring your content) to pay very close attention to the amount of effort, originality, and talent or skill that went into the creation of the content. And Google stresses that for pages on YMYL topics, accuracy and consistency with well-established expert consensus is important.  

The words that jump out to me (and hopefully you) are: accuracy, effort, originality, expert, and talent or skill. As a YMYL brand, you need to be 100% confident that your content ticks all of these boxes.   

And this is why I strongly recommend against using ChatGPT to create your content. 

ChatGPT doesn’t even want you using it to create your YMYL content… Here’s a snippet of what ChatGPT told me when I asked it about using it to create YMYL content: 

ChatGPT can be used to generate text, but it is important to note that it is a language model and not an expert in any particular field. Additionally, it is important to consider the ethical implications of using AI-generated content for your website, especially if it falls under the category of “Your Money or Your Life” (YMYL) content, which refers to websites that can impact a person’s financial stability or well-being. It is always recommended to consult with professionals in the field and fact-check any information generated by the model to ensure its accuracy and reliability before publishing it.”  

You have worked hard to get Google and your customers to trust your brand, your content, and digital footprint. Unfortunately, ChatGPT doesn’t care about this.   

Before using ChatGPT for your YMYL content, ask yourself what your brand stands for and how you will respond when customers and investors ask you who is speaking for your brand.  

So ChatGPT is definitely not recommended for your health and wellness content, but there are ways you can use this tool to help you out: 

  1. Customer service: trained to answer customer questions regardless of time or day of the week. (Do not let ChatGPT recommend products or provide advice.) 
  2. Social media moderation: trained to moderate online communities and respond to basic questions that do not impact health or wellness. 
  3. Industry research: understand customer behavior, potential trends, and competitive opportunities. 
  4. Research and analysis: examples include brainstorming topics, analyzing complex data sets, creating outlines, or finding online resources.  

Keep in mind that to use ChatGPT effectively, you need to have the inherent knowledge and experience to train it to perform these tasks.  

ChatGPT cannot turn me into a content specialist like Vicki.  

ChatGPT cannot turn Vicki into an expert in SEO and search strategy.  

ChatGPT cannot communicate and represent your brand voice.   

ChatGPT is a tool. It’s a tool with the potential to help people who are great at what they do, become even better at what they do.

I know you’re going to use ChatGPT.  Just remember to tread lightly and to use caution.   

There are brands that have handed all of their content marketing, keyword research, landing page creation, and even product naming to ChatGPT. 

Do not be this brand. You will regret it. Here’s how I suggest you use ChatGPT:  

  1. Content Brainstorming: Some days it’s impossible to come up with content ideas. ChatGPT can help kickstart your creativity and suggest ideas to get you started. 
  2. Research: Use ChatGPT to learn about new topics and explain complex subject matter. Be cautious here – test and verify everything ChatGPT tells you and carefully review the website for E-A-T.  
  3. Technical SEO: Use ChatGPT to help you with tasks such as generating schema markup, creating XML sitemaps, generating robots.txt and Hreflang tags, and more. 

I’ll give the last word on ChatGPT to Vicki and this snippet from her Know Agency blog about ChatGPT and your content:  

“There will be people who simply hand their jobs over to ChatGPT (without telling you they’re doing it). I’m not one of these people. ChatGPT can’t do what I do. But it can help me be better at what I do. This is a win-win for you and me.”  

And remember: ChatGPT cannot be your brand voice. It cannot speak for you. Your customers want to talk to humans.   

Trust in your voice. You know what humans like and trust. 

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