How to Set Your Marketing Content Apart from Aggressively ‘Mid’ AI Content

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Jul 1, 2024 / by
How to Set Your Marketing Content Apart from Aggressively ‘Mid’ AI Content

We’re almost at saturation point as far as AI-generated content is concerned. Whereas once it was almost impossible to spot the difference, ChatGPT has become established enough now that we all know the telltale signs and one of those signs is undeniable averageness.

This barrage of ‘mid’ content brings to mind the early years of SEO, when marketers would take a “more is more” approach and try to fill as many pages with as many bog-standard keywords as possible. In such a climate, the human touch becomes a USP and offers potential for marketers hoping to stand out. But how do you accentuate the humanity in your content and help it stand out in a sea of AI “midness”?

Embrace Authentic Storytelling

One of the main limitations of AI-generated content is its inability to capture the nuance and depth of human experiences and emotions. Authentic storytelling is a powerful tool that can bridge this gap. By sharing real stories about your brand, customers, and employees, you can create a connection that resonates on a personal level.

Tips for Authentic Storytelling

Use Real Voices: Incorporate quotes and anecdotes from real people associated with your brand. This adds credibility and relatability.

Show Vulnerability: Don’t be afraid to share challenges and setbacks. Authenticity often comes from transparency and honesty.

Focus on the Journey: Highlight the journey of your brand, from its inception to where it is now. This narrative can inspire and engage your audience.

Use Unique Visuals

While AI can generate images and videos, they often lack the creativity and originality that come from human imagination. Investing in unique, high-quality visuals can significantly enhance your content’s appeal.

Unique Visual Tips

Custom Photography and Videography: Use custom images and videos that reflect your brand’s unique identity rather than relying solely on stock photos.

Illustrations and Graphics: Collaborate with graphic designers and illustrators to create bespoke visuals that stand out.

Consistent Branding: Ensure that all visuals are aligned with your brand’s visual identity, from colour schemes to typography.

Develop a Strong Brand Voice

AI-generated content tends to be generic and lacks a distinct voice or tone. It all tends to blend into one and become much of a muchness. A strong, recognisable brand voice, meanwhile, can set your content apart and create a lasting impression.

Tips for Developing a Strong Brand Voice

Define Your Tone: Determine whether your brand is formal, casual, humorous, or serious. Consistency in tone helps in establishing a strong brand identity.

Create a Style Guide: Develop a style guide that outlines your brand voice and ensures consistency across all content.

Engage with Your Audience: Use language that resonates with your target audience and reflects their values and preferences.

Focus on High-Quality, In-Depth Content

AI can produce large volumes of content quickly, but it often lacks the depth and insight of human content. It tends to just scratch the surface and while that might be enough for some, it can lead to a world of incredibly repetitive content. High-quality, in-depth content can position your brand as an authority in your industry.

Tips for High-Quality Content

Research Thoroughly: Invest time in researching topics to provide comprehensive and valuable insights.

Expert Contributions: Collaborate with industry experts to add depth and credibility to your content.

Long-Form Content: Don’t shy away from creating long-form content like detailed guides, whitepapers, and case studies that provide real value.

Personalise Your Content

Personalisation is a major area where human marketers can outshine AI. Tailoring your content to meet the specific needs and preferences of your audience can significantly boost engagement and while AI can be used to analyse and match trends, one thing it can’t do is understand them.

Tips for Personalised Content

Segment Your Audience: Use data to segment your audience based on demographics, behaviour, and preferences.

Tailored Messages: Craft messages that address the specific interests and pain points of each segment.

Interactive Content: Use interactive content like quizzes and surveys to engage your audience and gather data for further personalisation.

Emphasise Emotional Connections

AI-generated content often fails to connect emotionally with audiences. Building emotional connections can make your content more memorable and impactful.

Tips for Emotional Connections

Use Emotional Triggers: Identify and use emotional triggers that resonate with your audience, such as joy, fear, excitement, or nostalgia.

Tell Human Stories: Highlight the human side of your brand and the people behind it.

Create Emotional Experiences: Design content experiences that evoke strong emotions, from heartwarming stories to inspiring visuals.

Stay Current with Trends

AI might be able to predict trends, but staying current and agile in responding to them is where human marketers can excel. Being on the cutting edge of industry trends can set your content apart.

Tips for Staying Current

Follow Industry News: Regularly follow industry news and updates to stay informed about the latest trends and developments.

Engage with Thought Leaders: Connect with thought leaders and influencers in your industry to gain insights and stay ahead of trends.

Be Agile: Be ready to adapt your content strategy quickly in response to emerging trends and changes in your industry.

Invest in Content Quality Assurance

AI-generated content often requires human oversight to ensure quality and accuracy. Investing in a robust content quality assurance process can help you maintain high standards.

Tips for Content Quality Assurance

Editing and Proofreading: Ensure all content is thoroughly edited and proofread to eliminate errors and enhance readability.

Fact-Checking: Verify all information and data to ensure accuracy and reliability.

Feedback Loop: Establish a feedback loop where content is reviewed and refined based on feedback from your audience and stakeholders.

Use Multi-Channel Distribution

While AI can certainly assist in content distribution, a strategic approach to multi-channel distribution can seriously amplify your content’s reach and impact.

Tips for Multi-Channel Distribution

Identify Key Channels: Determine which channels are most effective for reaching your target audience.

Tailor Content for Each Channel: Customise your content to fit the format and audience expectations of each channel.

Consistent Messaging: Ensure that your messaging is consistent across all channels, reinforcing your brand voice and values.

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