Crafting Compelling Content in the Era of AI

21 Feb 2024

In today’s digital landscape, marketers are increasingly turning to AI-powered platforms like Chat GPT to streamline content creation. Yet, amidst this surge in automation, a pressing question emerges: Can AI truly rival the creativity of the human mind?

It depends.

We are starting to realize that when it comes to highly creative people, AI can’t compete. If your content consistently hits the mark at a 10/10 level, AI may not offer substantial improvements. But if you struggle to find the hook and stickiness in your content and regularly churn out 6/10 content, AI can serve as a valuable tool. Why? When you run your content through AI, everyone’s quality is all of a sudden about an 8/10.

So how do you ensure that your content stands out in a uniform, 8/10 world?

It starts with finding your brand’s unique voice. But how? I’ll share a fun exercise with you to help (but you can’t laugh).

Pretend your brand is going to a cocktail party and ask yourself the following questions:

What does your brand say at a cocktail party? What is your brand wearing? Does your brand have a gender? Is your brand quiet or loud?
Imagine a famous brand acquired your brand. Which brand acquired it?
Your brand is your superhero. Who is your villain?
In ten years from now, what will be the big news about your brand?
What are memorable experiences you’ve had with your brand?

Once you force yourself to answer these questions, a brand personality will come to life for your organization. How can it not?

Armed with this clarity, you can instruct AI to emulate this voice, or even better, use it as a blueprint for your own writing. After all, with your unique voice leading the way, you’re already a 10/10.

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