The YOU Factor: Why Originality is leading the way in Marketing Businesses

It seems that nowadays every app has an AI content generator built in. If you have tried using one, you likely know that they spit out quantity content really quickly. But you might also know that the copy produced leaves something to be desired. Are we right?

For example, we used the new AI content generator recently launched by Constant Contact to spin up an intro for a newsletter. See the screenshot for the details we entered and the resulting text it offered us.

Here’s what we like about AI-generated copy:

• entering keywords and phrases helps the author to hone in on key points and create a focus
• choosing the intent and mood help set a tone
• the results are professional and grammatically correct
• it creates a starting point for content creators that are feeling stumped or are time-crunched

What we don’t like about AI-generated copy:

• it lacks accuracy about the particular product we’re featuring
• it’s boring and unoriginal
• there is no brand voice
• it lacks detail in regards to current or geographical happenings

Brand voice is the obvious and distinct personality your brand takes on in all communications and serves to portray you in a certain way to your customers. As a defining characteristic of your marketing strategy, it allows you to connect with a specific audience that wants or needs what your company has to offer.

The following screenshot is from the newsletter we sent out, the copy was written by us from scratch. While the results may be a little less polished, there is a certain appeal to the authenticity of the message.

So should you use an AI Content Generator or not?

There is no one size fits all answer here, but in short we know a couple of things to be true…

1. Businesses that do not embrace technology tend to die out.
2. Content is king.

We’ve been around long enough to see naysayers of technology lose out because they can’t envision a benefit. For small businesses, we’re not suggesting that you chase every update and app, we’re suggesting that you need to be aware and layer in components that prove a net benefit. Sometimes that requires creative thinking. If you’re creating great content already, instead of ignoring advents in AI content generation, keep up with what’s happening and use it to next level another area that you don’t have time for.

This brings the second point: content is king. But not all content is created equal. The following is a deep dive from Constant Contact’s Market Research team, here are the highlights which provide some good insight as to what to look for when creating content, however you approach it.

What defines Quality Content?

• Originality: Based on original research, data, and expertise.
• Header Tag Structure: Multiple heads and subheads to more effectively organize topics and ideas.
• Layout: Easy to follow, read, and understand because it prioritizes user experience.
• Freshness: Updated every six to twelve months for relevancy.
• Consistency: Follows a consistent voice, tone, and flow.
• Scope: Prioritizes topic coverage over word count.

“After working with this client for 10+ years we have created a seamless process, visual brand and authentic tone that customer have come to recognize. We build trusted resources with the support of our industry experts then work to share them across a variety of platforms. With many years of assets in the bank, we have very little need for AI-generated content on this account.”

Outperform don’t imitate.

• Look for content gaps that you can fill in with your own knowledge or expertise.
• Browse discussions on community sites like Reddit, Twitter, Quora, Facebook, TikTok, etc.
• See what people are talking about at industry conferences and trade shows.
• Browse any new books or publications in your space for key talking points.
• Talk to your audience.

“There is a fine line between just keeping up with the latest and creating genuine, personalized content. Of course you want your content to do well, but sometimes it helps to just be yourself. Our client, Lorrie Rasmussen, is a great example of someone who not only has her finger on the pulse of what is popular but making it completely her own. She is the real deal in Alberta mortgages!”

What should content creators prioritize?

• A documented, well-defined content marketing plan.
• Always measure their return on investment and overall content performance. What worked what didn’t?
• Define clear goals/objectives and metrics they can use to track those goals/objectives.

“Our friends at Bow Valley Ranche know how to maximize the value of great content. We have created a streamlined process that allows us to take content from their approved newsletter and trickle it out over social media all month long. By systemizing and prioritizing what is important we are able to get their message out consistently while hitting marketing goals and staying on budget!”

Remember the “You” Factor!

• Take advantage of downtime to get inspired
• Take pictures and videos
• Write in a journal or notebook about discussion topics, campaign ideas, etc.
• Don’t underestimate the power of originality

“What makes you, you? In the case of Thorn Valley Ranch a picture is worth a 1000 words. Their personalized content goes to show that the “you factor” is what moves the needle when you’re tareting a niche audience. All it takes is snapping a few pictures and videos and tagging the right people and groups to get the all the mileage they need.”