I’ve been struggling recently to come up with content ideas.

Even when a topic is really relevant to my ideal target clients, if I’ve created some content on it recently I’m just not motivated to do it again. And I’m not really in the game of finding a slightly different angle on an old topic.

But creating content regularly is so important. Remember: people buy when they’re ready to buy, not when you’re ready for them to make a purchase. And when they are ready they need to think of you, rather than a competitor. Your chances of this go up if they’ve recently seen something relevant and helpful from you. Not just any old rehashed or carelessly produced waffle.

So how on earth do you come up with those top-notch ideas? ChatGPT has been in the news a bit recently and since the basic version is free, I decided to give it a whirl. Here’s what happened:

And it went on to list them. The following are ChatGPT’s exact words, although I’ve highlighted the headings so it’s easier for you to skim – just in case you don’t want to read the rather lengthy wording.

1. Content creation and management: Creating high-quality and engaging content on a regular basis can be a significant challenge for social enterprises, especially those with limited resources. Social enterprise comms teams may struggle to create content that resonates with their target audience, stays on brand, and effectively communicates their mission and impact.
2. Audience engagement and outreach: Building and engaging a loyal audience is essential for the success of any social enterprise. Social enterprise comms teams may face challenges in identifying and reaching their target audience, as well as building engagement and relationships with their followers.
3. Limited budget: Many social enterprises operate on limited budgets, which can restrict their ability to invest in marketing and communications activities. Social enterprise comms teams may struggle to find cost-effective ways to promote their brand and reach their target audience.
4. Measuring and reporting impact: Social enterprises are often driven by a desire to make a positive impact on society or the environment. However, measuring and reporting on that impact can be challenging. Social enterprise comms teams may struggle to collect and analyze data, and to effectively communicate the impact of their work to stakeholders.
5. Managing multiple channels: Social enterprises often use multiple communication channels, such as social media, email newsletters, and events, to reach their audience. Managing these channels can be time-consuming and complex, especially for smaller teams. Social enterprise comms teams may struggle to maintain consistent messaging across all channels and to effectively track and measure the impact of their efforts.

Not bad! But it didn’t inspire many content ideas for me, so I tweaked the question:

And here’s that list, again with my highlights so you can skim the detail:

1. Limited Resources: Social enterprises often operate with limited budgets, staff, and infrastructure, making it challenging to execute marketing initiatives effectively. Decision makers may struggle with finding cost-effective strategies and allocating resources efficiently.
2. Defining Target Audience: Identifying and understanding the target audience can be a complex task for social enterprises. They may serve multiple stakeholder groups with diverse needs and motivations. Decision makers may face difficulties in segmenting the audience and tailoring marketing messages that resonate with each segment.
3. Communicating Social Impact: Social enterprises aim to create positive social or environmental change alongside their business goals. However, effectively communicating their impact to customers and stakeholders can be challenging. Decision makers may struggle with measuring and articulating the social impact in a compelling way that resonates with the target audience.
4. Building Brand Awareness: Social enterprises often lack the brand recognition and visibility enjoyed by established commercial enterprises. Decision makers may find it challenging to build brand awareness, differentiate their organization from competitors, and create a strong brand image that aligns with their social mission.
5. Balancing Purpose and Profit: Social enterprises face the unique challenge of balancing their social mission with financial sustainability. Marketing decision makers may encounter difficulties in aligning marketing strategies with the organization’s dual objectives, ensuring that marketing efforts both promote the social cause and drive revenue generation.

And then its last paragraph was “It’s important to note that the challenges faced by social enterprise marketing decision makers can vary significantly based on the specific context, industry, and organizational goals.” (my italics).

This is getting interesting. I tweaked the question again:

1. Defining the Value Proposition: Developing a compelling value proposition that effectively communicates the social and economic benefits of the social enterprise can be a strategic challenge. Decision-makers must articulate the unique value their organization offers to customers and stakeholders, highlighting the positive impact they create while addressing their needs and preferences.
2. Scaling Impact: Social enterprises typically strive to expand their social impact by reaching more beneficiaries and communities. However, scaling impact presents strategic challenges related to resource allocation, operational efficiency, and partnership development. Decision-makers need to assess the feasibility and sustainability of scaling efforts while maintaining the quality of their programs and services.
3. Strategic Partnerships: Building strategic partnerships is crucial for social enterprises to access resources, expertise, and networks. Decision-makers must identify and cultivate partnerships with like-minded organizations, governments, and businesses that align with their mission and can contribute to their growth. Balancing competing interests and fostering mutually beneficial relationships can be a complex task.
4. Sustainability and Revenue Generation: Achieving financial sustainability is a strategic challenge for social enterprises. Decision-makers must develop innovative revenue generation models that balance social impact with profitability. They may need to explore diverse funding sources, such as grants, impact investments, social enterprise financing, or hybrid business models, while maintaining the integrity of their social mission.
5. Measuring and Evaluating Impact: Demonstrating the social impact of the organization is a critical strategic challenge. Decision-makers must establish robust measurement frameworks and evaluation systems to track and communicate the outcomes and effectiveness of their initiatives. Defining relevant metrics, collecting accurate data, and analyzing impact results are crucial to inform strategic decisions and secure support from stakeholders.

What happened next?

Well, I tried further refining ChatGTP’s response with the following commands:

… and at this point, things got a bit messy. I had wanted ChatGPT to bring the two 5-point lists into a single list using the same points. But it changed them slightly (I didn’t tell it not to) and it stopped using the neat summaries at the start of each point. It also used bullets (that was my error, I’d meant a numbered list), and when I asked for a numbered list..

… it gave me 7 points that rehashed the original ten.

Lesson learnt: you need to be careful and specific. Nonetheless, this was a useful exercise and has given me plenty of sensible, helpful content ideas.