There’s no question: AI-generated content is everywhere. Tools like ChatGPT make producing articles, posts, and web copy faster than ever. But they also make it easier for your brand to blend into the noise.
At inConcert Web Solutions, we help businesses and marketing teams create original, search-friendly content marketing that answers your audience’s biggest questions, demonstrates your expertise, and shows up in both traditional and generative search results. Here’s what we’ve learned helping clients navigate the new content landscape.
4 Ways to Make Your Content Stand Out
While it’s hard to pin down exactly how much internet content is AI-generated (estimates range from 20% to 75%), there is one thing industry experts agree on: the percentage is climbing fast.
“Being human will soon be the ultimate competitive differentiator,” says Tom Coleman, Content Manager at inConcert Web Solutions. “In a world where AI is flooding the internet with content, you have to create something unique to your brand.”
Here’s how to make your content rise above the generic:
Data: Use your own first-party data.
AI can pull statistics from the web, but it can’t see your internal reports, customer surveys, or sales partners.
Example: A construction company published a blog on “The 5 Most Common Spring Home Projects in New England” based on its own service call records. This is unique and not something competitors or AI could replicate.
Data: Use your own first-party data.
AI can pull statistics from the web, but it can’t see your internal reports, customer surveys, or sales partners.
Example: A construction company published a blog on “The 5 Most Common Spring Home Projects in New England” based on its own service call records. This is unique and not something competitors or AI could replicate.
Experience: Share your real-world examples.
Your personal experiences and lessons learned bring authenticity.
Example: An interior designer showcases challenges and opportunities uncovered in a recent home renovation, citing unique experiences based on the house’s age and the client’s design needs.
Experience: Share your real-world examples.
Your personal experiences and lessons learned bring authenticity.
Example: An interior designer showcases challenges and opportunities uncovered in a recent home renovation, citing unique experiences based on the house’s age and the client’s design needs.
Experts: Use quotes and insights from your team or partners.
It has never been more important to add original, valuable insight directly from your subject matter experts.
Example: A medical device manufacturer includes direct quotes from a product engineer in a blog, showcasing details that add invaluable credibility.
Experts: Use quotes and insights from your team or partners.
It has never been more important to add original, valuable insight directly from your subject matter experts.
Example: A medical device manufacturer includes direct quotes from a product engineer in a blog, showcasing details that add invaluable credibility.
Voice: Let your brand personality come through
Your brand has a unique voice. Make sure it stands out in your content.
Example: A brewery’s blog describes its latest IPA using offbeat humor that matches the vibe they create in their taproom. Readers instantly know it’s from them.
Voice: Let your brand personality come through
Your brand has a unique voice. Make sure it stands out in your content.
Example: A brewery’s blog describes its latest IPA using offbeat humor that matches the vibe they create in their taproom. Readers instantly know it’s from them.
Pro-tip: If you’re worried about ensuring your content gets mentioned by generative search, remember, Google’s long-standing E-E-A-T principle still holds true. Showcase your unique Expertise, Experience, Authoritativeness, and Trustworthiness, and your content will shine across the search landscape.
Audit Your Content for AI-Proof Originality
Run through this quick checklist to make sure your current posts are adding unique value:
- Does it include first-party data or proprietary insights?
- Are there quotes or commentary from your team, clients, or partners?
- Is there a clear brand voice or point of view?
- Does it answer a real customer question that isn’t already answered a hundred times online?
“You have to raise the bar,” says Tom. “If your content could be replicated, it’s not enough. Find ways to bring in your perspective, data, or examples. That’s what will make it stand out.”
How To Weave More Originality into Your Content
If your audit uncovered areas to improve, you might need to think differently about your creative process. Here’s what we recommend:
Focus on Search Intent, Not Keywords
Ask yourself, “What’s a question we keep hearing from our customers?” Then answer that in a way only your brand can.
Find Fresh Angles
AI draws from existing information, so you need to dig into perspectives or examples others haven’t covered.
Use Real-world Interactions
Turn your customer conversations, support tickets, and testimonials into content.
When to Use AI for Content
Does that mean using AI is off limits? Not at all. AI is a powerful tool, and it will make you a more effective marketer to use it where it excels:
- Researching a topic
- Drafting outlines for blogs or articles
- Brainstorming ideas for content and editorial planning
- Analyzing competitor content to identify gaps
- Transcribing SME or client interviews and pulling out important clips
- Optimizing metadescriptions and headlines for search
Let’s Make Your Content Stand Out
In the age of AI, the real differentiator is YOU: your voice, your data, and your perspective.
“Before hitting publish, stop and ask yourself if you’re adding something unique and valuable to the conversation,” says Tom. “If the answer is yes, your audience will thank you.”
Ready to build content that gets noticed by both humans and AI-powered search? Let’s get started.
