How many posts do you see on a daily basis and think, “this was written by AI...” before scrolling straight past without engaging? For most people the answer is a lot! AI-generated content is everywhere.
Generative AI tools have changed the way we approach content marketing. They’re great at generating ideas, reviewing content and spotting what’s missing, and helping you work through large amounts of data.
But many people will use AI to write their content for them – from blog posts to social media posts to even white papers and reports. This comes with a downside which is a flood of low-quality, undifferentiated, commoditized content clogging up our feeds and search results.
How do you compete against AI-generated content? Should you even try?
SPOILER ALERT: The answer is no. You rise above it.
In this post, we’ll explore how to stand-out against AI-generated content, the types of content you should focus on, and the repurposing opportunities that can maximize your impact.
Listen below or keep reading for key takeaways.
Why focus on content AI can’t create
As a B2B marketer, you’ve most likely felt the pressure to come up with new ideas for content to serve your audience and add value. When AI-generated blogs and social posts are being churned out at pace, it might feel like you need to compete, but that’s not the case.
You don’t need more content; you need better content.
AI-generated content is often generic, predictable, and lacks the depth and nuance that human-created content brings to the table. It’s easy to spot, and easy to ignore.
Our audiences are craving unique, high-quality content that is deep and rich. And to provide that, we need to focus on what AI can’t do. After all, AI can only say something that has been said before.
But where should you start? Let’s look at the kinds of human-led content that you should be creating...
Expert interviews
The best types of thought-leadership content that you can create derive from conducting expert interviews. Identify the subject-matter experts within your organization or industry and interview them to create content that is full of personal perspectives, unique insights, and real human stories.
Even better if you can video record the interviews and repurpose the content further – you can create a YouTube video, short video clips for social and a podcast episode – you’ll have so much great content to work with that will truly resonate with your audience.
If you’re interested in finding out more, we have an upcoming miniseries on The Content 10x Podcast where we’ll be covering everything you need to know about expert interviews – from preparation to repurposing.
Download our free guide, The Ultimate Guide to Impactful Video Interviews, to prepare for an interview and boost your skills.
Detailed How-to guides
ChatGPT, Claude, Perplexity… they can all handle simple queries with ease. Things like ‘how to change a tire’ or ‘how to get my MacBook to recognize my new keyboard’ – you’ll get a straight-forward and usually very decent response from AI. Far better than trawling through search engine results pages.
But for niche, complex queries like ‘how to diagnose, rebuild, and tune a high-performance engine for racing,’ would you really trust an AI generated response to provide the information you need for that? Probably not…
The keywords here are detail, trust and expertise. How-to guides that focus on industry-specific knowledge and provide in-depth research demonstrate expertise and will keep your audience coming back for more.
But make sure your guides aren’t just informative but also visually engaging. As Andy Crestodina shared in our episode on The Content 10x Podcast, How to Build a Winning Blog Content Strategy with Andy Crestodina, long-form blog posts perform well but they can’t just be a huge wall of text. Make your blog post resemble a social feed:
- Use plenty of graphics, screenshots, and videos
- Include clear subheadings and a strong structure
- Include quotes from experts to provide a unique insight
Original research
This might be an obvious one (since the word ‘original’ is in the title!) but original research is one of the most valuable types of content you can create because it’s completely unique and impossible for AI to create.
White papers and data-driven reports will position you as a credible thought leader. You can create so much more once you’ve created the long report too like webinars and blog posts.
For more on this, listen to 7 Steps to Transform your B2B Report with Daniel Plume and The 4 Rs of Repurposing Research with Michele Linn.
Podcasts and webinars
There’s a lot of options to explore when starting a podcast or a webinar. You could focus on interviewing experts inside or outside your company, or you could go solo and dive into tips and advice, or team up with a co-host for observations and conversations.
Whether you choose to go super niche or more general, podcasts and webinars allow for great content and it’s all highly repurposable.
Take this blog as an example – it started as a podcast episode! By repurposing and having a written version, we’re meeting our audience where they are. Some prefer to read a blog, while others might prefer to just listen to the episode.
Livestreams
You can’t get more human than a livestream! Unless it’s hosted by a bot…
Livestreams present a fantastic way to connect with your audience in real-time. It can be your own live webinar or you could host one on LinkedIn, Instagram, or YouTube. Plus, the content doesn’t just stop when you hit ‘stop recording.’ There are more opportunities for repurposing.
To learn more about showcasing your expertise in front of the camera, check out our other episodes: Why You Should Repurpose Your Livestream Videos with Matt Pierce and Livestream Repurposing: The Good, The Bad, The Ugly.
Events
You won’t see LLMs holding an event any time soon, so why not try hosting one yourself? It could be in-person, virtual, or hybrid. It’s such a good way to connect with your community and network.
If you want more details on how to repurpose a virtual event, listen to our episode with Mark Huber.
Collaborative and influencer campaigns
Collaborating with other content creators just hits differently. After all, saying “this was created in partnership with AI” doesn’t quite feel the same.
Whether you’re co-creating a blog post, filming a video together, or working on a research report, this type of content stands out because it’s deeply personal and expertly informed.
In the same breath, partnering with influencers can also be a great way to create unique content that resonates. Influencers bring their own voice and perspective so consider running influencer campaigns for brand awareness or other specific content goals and to amplify your reach into new audiences.
So, the next time you’re drafting content ideas, think back to all those posts you scrolled past and blogs you clicked back on that felt like they were AI-generated. Ask yourself: is this something AI could create, or is it something only you can deliver? Focusing on content where you can deliver your expertise and personal insights will make people stop the scroll and engage.
Thanks for reading. We hope you found this helpful, let us know on LinkedIn.
Content 10x is the world’s leading authority on content repurposing. Specializing in transforming your content into multiple formats and distributing it across various platforms, Content 10x helps maximize your reach and impact. Our expert team takes your core content and creates a diverse array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust Content 10x to enhance your content strategy and ensure your message is seen and heard by the right audience.
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