🤖Create Unique Content in a World of AI

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Hey, Shane here

Welcome back to the Marketing Mix by Shane! It seems AI is all the rave right now, and it's got plenty of businesses either worried or foaming at the mouth with their new content creation machine.

With that in mind, search engines such as Google and Bing, are still trying to find a way forward to reward content that is in fact, correct and meaningful, to varying degrees of success.

But one fact remains, content is king, and creating high-value content will never go out of style. How it's created and implemented though, not so much. User habits change, and search engines continuously update, so how do you create content that stands out from AI-generated content? 

That's what today's newsletter is all about.

In this newsletter you'll find:

• How to Create Unique Content in a World of AI

• 3 of my top picks to help you create high-quality content

• The latest digital marketing news

• My latest blog updates

How to Create Unique Content in a World of AI

Artificial intelligence (AI) is rapidly changing the way we create and consume content. AI-powered tools can now write blog posts, generate social media captions, and even create entire marketing campaigns.In Google’s most recent Google Search Central hosted live in Tokyo, Google clearly affirmed what most digital experts were thinking, Google currently does not care if the content was written by a human, or AI.It can also be found here, Google Search's guidance about AI-generated content. What Google does make clear though, is that it will reward high-quality content, however it’s produced. If you’ve recently been bitten by the AI bug, you’ll know that Chat-GPT and Bard can quickly gather information from the web, and wrap it up in a nice package.It creates content quickly, but whether the content is factually true, practical, or helpful can only be decided by a human user i.e. your website visitors. And as The Verge has shown in one of their most recent articles, AI content is flooding the web at an alarming rate. Standing out in a sea of AI content seems to be a key part when trying to rank high on search engines.  This raises an important question: how can you create unique content in a world where AI content is being generated on a large scale?Let’s take a look:Embrace Your Authentic VoiceIn a sea of automated content, authenticity shines brightly. Infuse your work with your unique perspective, personal stories, and genuine emotions. Your authentic voice establishes a connection with your audience, making your content memorable and distinctively human.This can be time-consuming, and it's one of the key reasons AI content is alluring. One of the main points of E-E-A-T is expertise, and expertise is something only you, as a human content creator, can express and prove. Create how-to videos, have sections on your blog that are dedicated to your own opinion, invite guests to share their experiences and expertise in a field you might not be in, and create content that always satisfies user intent. AI can share facts and step-by-step guides, but it cannot provide experience or expertise.  Understand Your AudienceWhile AI can provide insights into consumer behavior, it takes a human touch to truly understand the wants and needs of your audience. Engage with your followers, conduct surveys, and analyze feedback to tailor your content to their preferences. This personal touch will set you apart from automated algorithms.Explore Niche TopicsAI algorithms often focus on popular trends and topics, leaving ample room for you to explore niche subjects. Uncover untapped areas that interest you and delve deep into those subjects, becoming an expert in your own right. As mentioned before, by offering specialized knowledge, you can attract a dedicated audience seeking unique and insightful content, thus separating your content from AI-generated content.The best way to do this is to keep an eye on your audience. Niche topics can come from smaller issues someone faced on a more broader topic. For example, a user might be interested in doing an SEO audit but isn’t sure what to look for in regards to technical SEO.Creating an in-depth technical SEO guide, with high-quality content such as a step-by-step guide with an image for each step, as well as a video of the whole ordeal, is not something an AI would be able to create.Collaborate and CurateCollaborating with other creators and curating content can open doors to fresh perspectives. Join forces with like-minded individuals, exchange ideas, and create content that combines your unique styles.Curating content from various sources, while adding your own commentary, can also bring value to your audience by presenting diverse viewpoints.Experiment with FormatsThis is a point I made earlier when creating niche content as well. AI often excels at generating standardized content. To counter this, experiment with innovative formats that engage your audience in unexpected ways. Incorporate interactive elements, visual storytelling, podcasts, or even augmented reality experiences to elevate your content and provide an immersive journey for your audience.Even stylistic writing choices and formatting can already set you apart from AI. In a recent blog from Tom's Hardware, they made an interesting observation on Google's new updated AI for its search engine. The answers provided were, for the most part, copy-pasted from the top-ranking pages, whether it was correct or not.Alarming indeed. Hopefully, these issues will be addressed by Google, as user safety becomes an issue in regard to false information, but that's a whole other newsletter.The thing is, even spending some time on Chat-GPT, you'll notice that even though answers might look a bit different, formatting and phrasing are still so similar, that if you have a couple of websites using Chat-GPT for the same article, it quickly becomes a heap of articles essentially offering the same format and same opinions.Differentiate your content by adding different formats together, such as written content, a video, user opinions, your opinion, and a survey together on a single page. As AI content floods the web, certain search engine ranking factors will have to be adjusted, and engagement will be one of the key aspects of a website’s SERPs to focus on.Continuous LearningStay updated on emerging trends, tools, and AI advancements. By keeping your finger on the pulse of technology, you can leverage it to enhance your creativity.Learn about AI-powered tools that can assist in content creation, automation, or data analysis, allowing you to streamline processes and focus more on the imaginative aspects of your work.While AI continues to reshape our world, creativity remains a powerful force that can set your content apart. Remember, in this age of AI, it is the human touch that truly makes a difference. 

Featured Tool - PageImprove by Semrush  

Are you struggling to optimize your website's performance and attract more visitors? Do you want to enhance your content and boost your online presence?Look no further!Let me introduce you to the powerful SEMrush Page Improvement Tool, your ultimate solution for maximizing the impact of your digital content.With SEMrush's cutting-edge technology, you can revolutionize your content creation process and take your website to new heights. Its comprehensive suite of features empowers you to analyze, optimize, and refine your web pages effortlessly. Here's what the SEMrush Page Improvement Tool brings to the table:Content Analysis Made Easy:Our tool scans your website and provides valuable insights on content performance. Uncover hidden opportunities and identify areas for improvement to enhance user experience, increase engagement, and drive more organic traffic. Say goodbye to guesswork and make data-driven decisions.SEO Optimization:Optimizing your content for search engines is crucial to ensure its visibility. SEMrush's Page Improvement Tool helps you seamlessly optimize your pages for relevant keywords, improve meta tags, and enhance on-page elements. Harness the power of SEO and propel your content to the top of search engine results.Enhanced Readability:Engaging content requires readability. Our tool evaluates the readability of your web pages and offers suggestions to improve structure, sentence length, and overall readability. Craft content that flows effortlessly, captivating your audience from the first sentence to the last.Performance Analysis:Website speed and performance directly impact user experience and search engine rankings. SEMrush analyzes your website's speed, mobile-friendliness, and performance metrics, providing actionable recommendations to optimize loading times and ensure a smooth browsing experience for your visitors.Mobile Optimization:With mobile usage on the rise, it's essential to have a mobile-friendly website. The Page Improvement Tool highlights mobile optimization opportunities, enabling you to optimize your content for different devices and ensure seamless responsiveness across all screens.Experience the transformative power of the SEMrush Page Improvement Tool and unleash the true potential of your content. Stand out from the crowd, boost your online visibility, and drive meaningful results for your business.Don't miss this opportunity! Sign up today and take your content to new heights with SEMrush.