Standing Out in the Sea of AI Content: Why Expertise and Originality Matter

By now, you’ve seen enough AI-generated content that you can pinpoint some of the key phrases that tools (LLM’s) like ChatGPT push out. 

Let’s be honest, the world is awash with AI-generated content—aka “AI slop”—and rising above it has become more challenging than ever before. Creators and businesses now use AI tools to churn out tons of blogs, social media posts, and general marketing materials. So much so that they’re backlogged until the end of Q1 2025. 

Just kidding, we don’t know that. 

But with the pace at which these tools are becoming more efficient and scalable, it isn’t such a wild thing to say, as it could very well be true. 

Nonetheless, our point is that these tools have already led to a saturation of generic, uninspired content (or “pap”, if you like). To rise above the watered-down noise of it all, brands must prioritize two vital pillars of their AI content strategy: expertise and originality. Here’s why these elements are game-changers for businesses looking to grow a loyal audience that lasts. 

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The AI Content Landscape

As mentioned above, AI has changed the way content creation is done. 

It cuts down the time and cost of production. According to reports by Grand View Research, the global AI market is expected to grow at a compound annual growth rate (CAGR) of 37.3% from 2023 to 2030. This is pushed by advancements in generative AI technologies. 

However, this pace of adoption has obvious drawbacks. Those same AI tools that are generating efficiency are also leading to mass amounts of content redundancy, where blogs and articles often echo similar phrases, ideas, and formats. 

This is where content differentiation becomes a key role in any content strategy. 

Brands must use AI as an enabler, not as a total replacement for any form of authentic storytelling or strategic thinking. While AI can assist in content creation, human expertise and taste is irreplaceable when it comes to offering unique perspectives, insights, and emotional connection with a human audience.

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Your Differentiator: Expertise

Readers and consumers are savvier than ever when it comes to spotting superficial, AI-generated content. More often than not, they’re also quick to dismiss it when they see it. That’s why adding true subject matter—and creative—expertise into your content is non-negotiable. 

Here’s how expertise elevates your AI content strategy: 

• Credibility and Authority: Expert-driven content builds trust. Just think about founder-led marketing content campaigns or thought leadership. According to Edelman’s 2023 Trust Barometer, 59% of consumers are more likely to trust brands that provide educational, insightful content rather than promotional material.
  
  
• Data-Backed Insights: Sharing unique research, proprietary data, or in-depth case studies makes your content not only informative but also irreplaceable. For example, including a statistic like, “76% of marketers who use data-driven strategies see a measurable increase in engagement,” from a reliable source adds depth and authority to your content.
  
  
• Industry Relevance: Expertise ensures your content addresses the latest trends, challenges, and solutions in your field, making it more relevant and engaging to your target audience.

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The Antidote to AI Homogeneity: Originality

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AI has gotten really good at mimicking anything someone asks it to do. But, it still can’t innovate. 

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While generative tools can produce content based on existing patterns, they lack the human capacity for creativity, humor, and cultural nuance. Original content creation is your golden opportunity to break free from any form of algorithmic mold, and build genuine narratives that resonate on a deeper level. 

• Storytelling with Personality: Stories connect people. Sharing anecdotes, behind-the-scenes glimpses, or customer success stories not only humanizes your brand but also makes your content memorable. A study by Headstream found that 55% of people are more likely to buy from a brand whose story they enjoy.
  
  
• Creative Formats: Experimenting with interactive ads, video storytelling, or gamified content can set you apart. Interactive content, for instance, generates twice the engagement of static content, according to Demand Metric.
  
  
• Fresh Perspectives: Instead of rehashing industry buzzwords, dig into niche topics, interview thought leaders, or challenge conventional wisdom. This positions your brand as a thought leader, rather than a follower.

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The Long-Term Value of Expertise and Originality

As algorithms become more advanced, and AI continues to dominate the content landscape, differentiation will become even more vital. By prioritizing expertise and originality in your AI content strategy, you won’t just stand out today, but you’ll position yourself in the future as a company that “kept it real from the start.” 

Remember, there’s a sea of AI-generated content and marketing material, so it isn’t about producing more content; it’s about producing better content. 

Expertise and originality rule.