AI is changing the way we do many things, including how we market businesses. The ease of typing a query into an AI to have it spit out a blog, an image, or even a video in seconds is tempting for many small businesses, leading some to take their marketing in-house. But jumping on the AI content marketing bandwagon because everyone else seems to be, doesn’t make your business stand out. It makes your business blend in.
AI-generated content often lacks unique insights that drive search results.
Information overload and soulless AI-generated content are becoming a major problem, which is why algorithms on platforms such as Google and Instagram prioritize user engagement. To achieve this, platforms have updated their algorithms to favor human signals using the E-E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness. Because AI has no “human experience,” it lacks heart. Algorithms now favor content that is humanized and perfectly imperfect.
AI is nothing new.
While it may seem like AI is creating new content based on your query, it isn’t. AI is based entirely on existing data, not on new information. Platforms like Google prioritize content that is unique, such as in a case study, patient or customer story, or a controversial take (like this blog) on a topic. Using humor, relatable stories, and
Storytelling matters more than ever before.
Authentic marketing is nothing new. In our 16 years in business, we’ve prioritized sharing real stories to help connect customers with businesses.
Storytelling is one of our favorite ways to market. Whether sharing a “behind-the-scenes” look at a business or a life-changing customer story, these authentic experiences build trust and connection to the brand. Plus, this content is prioritized for E-E-A-T, helping it rank above AI-assisted or pure AI content.
AI is not the problem.
AI is a wonderful tool that has streamlined many of the tasks we do daily. The issue is when businesses use AI exclusively to create content and no longer rely on human creativity for marketing. A better approach is to use AI to brainstorm content ideas or organize thoughts. We like to think of AI as a source of inspiration for creating unique content that hits the proverbial nail on the head and resonates with target audiences.
Final thoughts.
Don’t let human creativity take a backseat to simplicity and cost savings. Your customers are humans, not robots. Prioritizing human connection is critical. If you don’t have the time to do it yourself, hire a marketing agency that prioritizes unique content and human connection (like us!) to do it for you. When you invest in original content, you aren’t just checking off a task; you are creating a brand legacy that AI cannot replicate and that algorithms appreciate.