For years before AI swept the internet, content was created to be just good enough. Companies figured that as long as their content checks all the boxes, their content will rank sufficiently high enough and people will see their articles/blogs/etc. If the content fulfilled a need and was filled with the right amount of keywords, there is no need to go any further. Unfortunately, (or fortunately, depending on how you look at it), that is no longer the case.
This graphic from KPVI illustrates just how different things are now. It is not sufficient to just scratch the surface. Companies must go deeper. A cluster of pages on their page means clutter if their information isn’t that valuable. Quantity will not rank over quality in today’s game.
Think about it: if everyone is using AI to write their articles on the same topic, no one is getting unique information. I get it. Using AI to sound pleasing to AI makes sense on one level. A lot of people do this for resumes, since AI is the first to read their work. Since keywords are so important and relevant for that particular task, this approach makes sense. However, if it’s identical to what everyone else in the industry is putting out online, this move actually works against the company. You disappear in a sea of the same content. No one wants to hear that, least of all the company you work for.
More now than ever, companies need to be putting out high-quality, unique, and exceptional articles. AI really wants to see credibility, sources, and trustworthy information.
What To Do
Essentially, trademark your brand. Create content that no one else can recreate. If you are the only one providing the value, your content is literally the most valuable resource on the subject. Being original means getting seen! Grab some experts in the field to provide even more strength behind your thoughts. It is no longer enough to just sound like you know what you’re talking about. People want proof of your smarts and credibility. This idea is not groundbreaking. If your content is always great, then people will want more of it.
It results in a sort of snowball effect. Once your content starts gaining traction, it will gradually grow and grow. When it does so, it will do it quickly. It already will have tried and true content to back it up!
2 Responses
This is very well written and formatted for the reader to go through and understand everything that is going on. I really like the graph that you inserted and how it lists the comparison of before and after AI adoption. Your ‘What To Do’ paragraph to finish the blog is also helpful as it gives suggestions and does not leave the reader on their own.
I love what you had to say about being original and creating content that is truly your own. Actually knowing what you’re talking about and incorporating expert opinions is a great way to contend with AI. I like how you compared gaining traction to the snowball effect.