The Internet has been flooded with content and the competition for search presence will become even more intense as AI increases the volume of content while reducing the number of search engine searches. The digital landscape is shifting fast, and because there is almost no cost or time required, soon companies will be using AI to churn out content like it’s going out of style. So, how do you make sure your content doesn’t get lost in the shuffle? That’s the million-dollar question.
Sure, AI can tweak the tone of an article to give each a slightly different feel, but remember – every AI-made piece on a specific topic will essentially give the same answer. This article provides strategies to ensure your content not only stands out but also enhances your brand’s authority in an AI-dominant content sphere.
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Focus on data – What we have found working with many different B2B SaaS companies, is that they all have access to interesting data through their product and operations and because it is compiled internally, the data isn’t available to AI datasets. An example from our own industry, if you ask ChatGPT for B2B SaaS website conversion rate benchmarks it answers, “benchmark range for B2B SaaS website conversion rates is typically between 2% and 7%.” This accurately reflects the general range of B2B website conversion rates, but 2% to 7% is a very large range and there is no context on why a company may have a 2% conversion rate vs a 7% conversion rate. This lack of additional data makes it challenging for users to know if their company is maximizing conversion rates. At Mosaic, because we have worked with many different B2B SaaS companies to improve their website conversion rates, we have access to conversion rate data that is much more meaningful to a user based on the user’s specific situation. To differentiate ourselves from the generic AI content, we could write an article that highlights real conversion rates based on industry and circumstances.
Consider also a bank that wants to know about auto loan trends among the different generations in order to market effectively. While an AI-generated response may be generally accurate it will not produce actionable data that will help a bank decide to whom and how to market its auto loans. A company that offers loan software to financial institutions will have access to data that actually shows how the different generations are acquiring auto loans.
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Leverage your experience to share a unique perspective – To truly stand out in a content world awash with generic perspectives you must offer a unique perspective that is grounded on your real-world experience. Compare the AI response to Dave Kellog’s response when discussing “What is a good new logo ARR as a percentage of new total ARR?”
The ChatGPT response, “… generally speaking, a higher percentage is typically favorable, as it signifies a stronger ability to attract new customers and expand the customer base.”
Dave’s answer is, “This is a Goldilocks metric, not a higher-is-better metric. If you’re getting a lot more than 70% of your new ARR from new logos, I wonder why you’re not doing more with the installed base. If you’re getting a lot less than 70%, I wonder why you aren’t winning more new customers.” Dave leverages his experience to provide meaningful insight that can be used by companies to truly better understand New logo ARR % targets and the tradeoffs that metric presents.
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Select interesting topics – While generating responses from AI is very simple, brands still need to develop compelling and unique topics. Use your industry knowledge and customer challenges to create a list of topics that will be of interest to your audience. For instance, there are thousands of articles on how to optimize your website for organic search, but an article about what role SEO can play in product-led growth will provide a unique and valuable perspective that cannot be simply answered by AI. When you ask ChatGPT or Bard about the role SEO can play in product-led growth, they provide generic advice about SEO generally that does not address the true opportunity offered by effective SEO in product-led growth.
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Embrace authenticity – Authenticity is a cornerstone of creating unique content. Infuse your personality and voice into your writing. Share personal experiences, opinions, and insights that AI-generated content can’t replicate. By being genuine, you establish a connection with your audience, fostering trust and loyalty.
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User-generated content – Leverage the actual real-world experience of your users to help make your content more meaningful. A simple example would be restaurant recommendations. While AI can make a recommendation, user reviews well help you understand if the restaurant is a good fit for you specifically. A B2B example: We had a client that offered mortgage software to mortgage professionals. As a result of their engagements, they had consistent feedback from users about the challenges mortgage professionals were encountering. AI-generated content simply doesn’t have meaningful access to the thoughts of mortgage professionals as interest rates change and what those professionals do to help overcome those challenges. These perspectives are extremely valuable to other mortgage professionals.
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Utilize video: Creating videos is a great way to create unique content that demonstrates your expertise and personality that cannot be replicated by AI. A personal example: I asked ChatGPT to put together a football practice plan for offensive linemen. It did an impressive job of putting together a series of drills to run for practice, but when I wanted to see how to specifically run those drills I had to turn to YouTube to find examples.
- Tailor content to audience needs: AI may offer general solutions, but you can provide tailored content that addresses specific pain points and challenges faced by your target audience. Conduct audience research, understand their preferences, and create content that speaks directly to their needs. Personalization builds a stronger connection and demonstrates that you genuinely care about their success.
Conclusion: In an AI-content world, distinguishing your content requires a strategic approach. By embracing authenticity, storytelling, niche expertise, and personalization, you can create content that resonates deeply with your audience. Remember to cultivate thought leadership, experiment with interactive content, and stay adaptable as AI technology evolves. Ultimately, it is the human touch, creativity, and unique perspectives that will set your content apart and establish a lasting connection with your readers.
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