Content has never been easier to produce – we can just throw some prompts into ChatGPT, Claude or Co-Pilot, out spurts a blog.
And yet, it’s never felt harder to get right.
AI is powerful, speed to turnaround content has become faster, and the volume is relentless – just writing that statement is perhaps silly, we all know that.
In fact marketers have no lack of ideas.
It’s just as a reader so much content is sounding exactly the same.
The same phrases. The same styles. The same pesky little em dashes!
I’m not going to sit here and say don’t take advantage of AI, that’s just silly.
But, before putting any posts together, can we all just take a moment, pause, breathe and just think to ourselves, in the sea of sameness that currently exists, what will really cut through? What would make people continue to read?
In truth, I lied in the title, it’s not really that hard.
Does your content give:
Clarity?
A point of view?
A sense that there’s a real person, or team, behind the thinking?
Consistency and output is important, but cut through is what matters.
And that takes more than AI tools alone. Tick these three things AND sometimes, just sometimes, a willingness to say something that not everyone will agree with, and you’ll notice a difference!
Content hasn’t become harder to create. Just make it matter.