As AI floods the web, marketers will need to focus on human-driven content, such as research, authentic stories, and niche-specific material.
As our customers become better at identifying formulaic AI-generated content, their expectations will shift. Marketing material that is clearly created by humans will have an increasing advantage. But what might that look like in practice?
Machine learning can’t conduct original research, collect data, or perform studies. By producing proprietary reports, surveys, or experiments, we can create content that no computer can replicate. Additionally, a single piece of research can be used in multiple formats, such as white papers, case studies, infographics, blog posts, and even social media content.
Tell us a story
Humans also excel at storytelling that connects authentically. Stories about our brand, customer testimonials, and behind-the-scenes narratives provide relatable, human-driven content. Similarly, actual customer questions and experiences can give us FAQs, guides, or videos that feel truly personal and engaging.
Google’s algorithms are already prioritising helpful content, and our audience’s trust will hinge on genuine value. To stay competitive, we need to allocate time and budget to creating original studies, research, and expert insights that no one else can replicate. This content should be very relevant to our niche and tailored to meet the specific needs of our audience.