3 Tips to Compete with AI-Generated Content as a Small Business Owner: My Perspective
Digital content creation can be daunting with the onslaught of generative AI tools available to large and small business owners alike. In addition to the incredible amount of content being created each day, AI is also transforming organic search optimization as we know it. The tool having the biggest impact on this is Google's Synthetic Generation of Expressions (SGE). SGE is an AI-powered tool that browses web pages to quickly find the key points and surfaces them within the Google search results itself. This allows Google to keep users on their property (the search result page) without redirecting them to a third-party site (sites just like yours and mine!) That leads to a scary thought for main small business owners - is Google making my content redundant? How will this affect my web traffic and lead generation?
Like everything related to search optimization and Google’s enigmatic search algorithms, this change requires small business content creators to adjust their strategy to stay ahead.
Tip #1: Prioritize First-Person and Perspective-Driven Content
Emphasize the human touch in your messaging. First-person narratives and content driven by your perspective help establish an authentic connection with your audience. I have found that by sharing personal experiences, insights, and unique perspectives, I can create a more engaging and relatable brand narrative that AI struggles to replicate.
“As a result of the AI evolution, there is an increase in the amount of AI-written, low-value content. And, in response to that, Google is prioritizing first-person, credible, personality-driven content.” says Aja Frost, Director of SEO Global Growth at HubSpot.
Tip #2: Be Your Authentic Self to Build Trust
If you’ve been here a while, you’ll know that one of the cornerstones of my content is the importance of authenticity as a brand. Small businesses should embrace their uniqueness, values, and individuality to build trust with their audience. Consumers appreciate genuine stories and connections, and by staying true to your brand identity, you can differentiate yourself from the algorithmically generated content flooding the digital space. Especially in my space of marketing consulting, I want my clients to get a real feel of the person they’ll be working with when they read my content - not just something that anyone could have churned out from ChatGPT.
Tip #3: In the World of Artificial Intelligence, Don’t Forget the Need for “Human Intelligence”
ChatGPT has no idea what my business goals are, who my audience is, and how I’d like to present my work to people. While AI can definitely assist in content creation, it's crucial for us to remember that humans need to remain at the helm to maximize efficiency towards our own business goals and maintain the authenticity of our brands. Businesses should view AI as a complementary tool rather than a replacement for creativity and intuition. Humans bring emotional intelligence, creativity, and an understanding of cultural nuances that AI lacks. By combining the strengths of AI with the human touch, businesses can create content that resonates on a deeper level.
“Remember that human beings - including your target audience - can smell inauthenticity from miles away. So, embrace AI… just know that everyone else is too. Stand out this year by anchoring your brand messaging to your uniquely human voice.” - Holly Bowyer and Julie Neumark, Partners at Media & Marketing Minds.
Ultimately, in the age of AI-generated content, we small business owners must navigate the landscape strategically. By embracing authenticity, prioritizing first-person and perspective-driven content, and maintaining the necessary human touch to represent our business goals and values (and for small business owners especially, that’s a big deal!), we can carve a unique space for ourselves. While AI can be a valuable ally, it's the human touch that will ultimately set our content apart and build lasting connections with our audiences.