We’re living in the golden age of content, and the chaos of it too.
With Generative AI (GenAI) tools like ChatGPT, Midjourney, Jasper, and others now widely accessible, the internet is exploding with blog posts, social content, product descriptions, and entire websites created at the click of a button.
The upside? Anyone can create anything faster than ever.
The downside? Almost everything is starting to sound the same and look the same.
In a world where everyone is publishing, reposting, and repurposing at scale, brands face a new creative challenge: How do you make marketing content that actually cuts through the noise and resonates with your audience?
The answer isn’t to race AI—it’s to outthink it and improve on what it can do. Here’s how to do just that:
1. Tell Stories Only You Can Tell
AI can write about you, but it can’t be you.
That’s your edge. Real brand stories, customer experiences, founder journeys, and behind-the-scenes looks into how your product works—these tell your company’s story and are uniquely yours. They bring personality, humanity, and emotional stickiness that no AI can replicate. Approach it by:
- Sharing a customer success story
- Walking through a “day in the life” of your team, product, or process
- Documenting a learning moment or project, and what it taught you
The more specific and personal your content is, the more it resonates. Keep in mind, it’s not about being perfect—it’s about being real and connecting with your audience.
2. Make Your POV Impossible to Ignore
AI-generated content tends to be safer, and don’t include as much original thought. There lies an opportunity to share a unique perspective and use it as your creative edge. When sharing a blog, a social media post, or a case study about your company, consider sharing:
- What you believe that your competitors don’t?
- What do you care about that others may skip over?
- What your brand stands for and what values you want to represent
For example: Anyone can write “5 Tips for Better Social Media Engagement.” Only your brand can write: “Why (your company name) Stopped Posting on Instagram (And What Happened Next).” Original thinking builds brand trust—and makes people want to lean in.
3. Attract by Digging Deeper, Not Wider
AI can skim the surface of any topic, so if you’re aiming to be a generalist in your field, it’s great. But if you want to be viewed as a leader in your field, the aim is to go deeper with the content you share.
In-depth, well-researched, long-form content that adds actual value is more likely to be trusted, bookmarked, and shared by your target audience. Especially in B2B and technical industries, surface-level fluff won’t cut it—audiences are craving substance.
You can still leverage AI to help you speed up outlines an general research. But when it’s time to write your brand’s story, bring in the nuances, the credible sources, and the receipts.
4. Focus on Human Connection
Even the most technically perfect AI copy falls flat if it doesn’t make people feel something.
Emotion still wins. Always.
Humour, empathy, surprise, nostalgia—these are the building blocks of unforgettable content that’s infused with your voice, tone, and brand personality. The most powerful content circulating today doesn’t just inform audiences—it connects and leaves an impact.
Want to test if your writing is human enough? Read it out loud. If it sounds too robotic or generic, you risk losing the connection.
5. Create Useful Content
People are busy. Your content should earn its place in their feeds, inboxes, and browsers. Educational, problem-solving, utility-rich content is what gets saved, shared, and sent to the team Slack channel, and can be reworked into your brand’s marketing content.
Ask yourself: Will someone genuinely thank me for this? Would I share this if I didn’t work here?
If the answer is yes, then you’re creating the kind of content that builds trust and authority over time. AI can be useful when it comes to researching and finding the popular topics people are interested in, but it’s up to you to find a unique angle that makes your content memorable for your audience.
6. Embrace AI as Your Co-Creator, Not Your Main Brand Voice
AI is an incredible creative assistant. It can help you ideate faster, shape outlines, and repurpose content across formats. But your brand’s voice, values, and big ideas? Those still need to come from you. Treat AI as a trusty side-kick to move projects ahead, but one that requires your guidance, leadership, and expertise. You are still the expert in your field and you understand your audience more than AI can.
A few useful ways to use it in your process is for:
- Generating content ideas or variations
- Drafting base-level outlines for articles, whitepapers, or landing pages\
- Repurposing blogs into social posts, newsletters, or slides
- Experimenting with visual ideas
7. Stay Curious, Stay Evolving
The content world is changing fast, and the brands that thrive are the ones that adapt.
With new tools, new formats, and new audience behaviours, there’s always something shifting. Instead of resisting the change, like the one we’ve seen with GenAI, embrace it with curiosity. Be willing to spend time learning the tools, experimenting with them, and testing them in your daily processes to create stronger content. Focus on earning trust, keeping momentum, and consistently showing up with your content.
What To Keep In Mind
Using AI in a mindful way will keep you successful in creating content in the age of GenAI.While the internet might be louder than ever, your voice can rise above the noise and reach your intended audience. Because while AI can generate content, only you can create a meaningful connection.
Looking to sharpen your content strategy in the era of AI? Connect with us! Let’s talk about how to build content that not only gets clicks but also earns trust and provides value.
