How I Actually Use ChatGPT to Power My Marketing (Without Losing My Voice)

12 Mar

There’s no shortage of content telling you how to use AI for marketing.

Most of it stays at a very high level. Very little of it shows what’s actually happening behind the scenes.

So I wanted to share one very real way I use ChatGPT to support my marketing strategy—not to replace my thinking, but to recreate a system I’d already built, so I don’t have to repeat myself again and again.

This is how I create one hero content piece and amplify it into seven others, in under an hour, without losing my voice, my point of view, or my energy.

Why I Needed a System in the First Place

When I first built this system, I was working solo as a consultant. I now have a small team, but my capacity is still very real.

I’m also a mum of two little ones under four, working part-time in my business, supporting a large number of clients. At the same time, I genuinely believe in marketing. I believe in consistency, in nurturing relationships, and in showing up with value, so marketing my own business has always mattered to me.

Without a system, content creation feels messy. Like you’re in a room that’s been left to a bunch of toddlers for two hours.

I didn’t want to sit down to write and immediately start second-guessing myself. I didn’t want my content to feel reactive or rushed. I wanted clarity, flow, and confidence—so that once the thinking was done, I could simply move into doing, delegating, or amplifying.

The system wasn’t about doing more.

It was about making everything feel lighter.

The System Came Before AI

This part matters.

Before ChatGPT ever entered the picture, I already had a content system in place. I worked from one hero content piece—usually a blog article—which sat inside a broader content strategy with clear themes, pillars, and audience alignment.

Each month or fortnight, I’d choose a topic aligned to my thought leadership or educational focus, write the blog, and then manually adapt it across platforms. I’d create a blog drop, a reminder, and an insight or takeaway, then adjust tone and format depending on whether the content was going to LinkedIn or Instagram.

The structure worked.

The thinking was sound.

What didn’t work was the repetition.

Even once I started using ChatGPT, I realised something important: while my topic, experience, and perspective changed, the architecture of what I was doing stayed the same. I was re-explaining myself every time.

That’s when I stopped asking, “How can AI write this for me?”

And started asking, “How can AI replicate the way I already work?”

What Using AI Well Is Actually About

Using AI well isn’t about outsourcing your thinking.

It’s about identifying the parts of your work that don’t need to be rethought every single time and systemising them. AI becomes a support layer for your strategy, not the source of it.

So instead of treating ChatGPT like a blank page each week, I recreated my system inside it.

I Started With Brand, Not Prompts

Because this wasn’t a one-off experiment, I wanted to set it up properly from the beginning.

The first thing I uploaded into my custom GPT wasn’t a clever prompt—it was my brand. My brand strategy, values, positioning, tone of voice, and personality were already clearly defined, so I made sure the tool had access to all of that context.

I also uploaded my customer personas. I’m very clear on who I’m talking to, and that clarity matters just as much as how something is written.

On top of that, I added a writing and style guide I’ve refined over time, things like minimising the use of em dashes, avoiding stacked lists of three, using more transitional language, and writing in a way that feels conversational and human. Most importantly, it had to sound like me, not like something anyone could generate.

This is the work that protects your voice.

If you skip this step, AI will default to generic, because it has nothing distinctive to anchor to.

Why I Built a GPT That Interviews Me

Instead of asking ChatGPT to write my blog posts, I built a custom GPT that interviews me.

That decision changed everything.

Being interviewed forces me to think. It pulls out my experience, my point of view, and the nuance behind what I want to say. Sometimes the questions are challenging, and that’s intentional. They make me articulate what I actually believe, not just what sounds good.

Because the GPT is drawing directly from my responses, the final article uses my words, my rhythm, and my way of explaining things. I’m still the source. ChatGPT simply provides the structure and flow.

That’s how the content stays grounded, opinion-led, and emotionally resonant.

From One Hero Piece to Multiple Content Assets

Once the blog article is complete, that’s when my second custom GPT comes in: The Amplifier.

I’ve always believed in amplification. Content takes time and energy to create, so I don’t believe in posting something once and moving on. Not everyone sees your content the first time, and different formats resonate with different people.

The second GPT takes the blog and translates it into a small set of intentional formats, each with its own role to play. Some pieces are story-led, some are insight-driven, and some exist to point people back to the original article.

This is the one place where bullet points genuinely help, because this is pure structure:

A storytelling carousel
A blog drop post
A blog reminder post
An insights or takeaways post
A LinkedIn personal share
A story-led email
Linkedin newsletter article

Each format has its own instructions and tone. All of them ladder back to the same narrative thread.

I’m still hands-on. I still edit and refine. Sometimes a preview line needs adjusting or the tone needs nudging back into alignment. But the heavy lifting—the repetition and translation—is done.

What used to take the better part of a day now takes under an hour.

The Call-Out (Because It Matters)

If you’re using ChatGPT, or Claude for that matter, and still feeling scattered, inconsistent, or like your content sounds the same as everyone else’s, there’s usually one of two things missing.

The first is clarity. If you haven’t done the work on your brand, your voice, your positioning, your audience, it’s almost impossible for AI to reflect something distinctive back to you.

The second is structure. If you go into the platform fresh every time, without an overarching system, it will always feel heavy. That’s where self-doubt creeps in, and where people start blaming the tool instead of the setup.

AI works best when it’s supporting how you already think. When the structure is there, everything else flows more easily and confidence follows.

This Is What I’ll Be Teaching in My Upcoming Workshop

This exact approach: clarity first, systems second, AI as support, is what I’ll be teaching in my upcoming beginner workshop with Byron Community College.

If you’re already using ChatGPT but know you could be using it better, if you want your content to sound more like you, or if you’re ready to move from experimenting to systemising, this workshop will give you the structure and guidance to do exactly that.

You don’t need to do more.

You need to work smarter, and feel lighter while you’re doing it.

If you want to learn how to build a system like this for your own marketing, you can find out more or book directly via my upcoming ChatGPT for Beginners (Marketing) workshop with Byron Community College.