{"id":173491,"date":"2024-03-25T10:20:37","date_gmt":"2024-03-25T15:20:37","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=173491"},"modified":"2024-07-05T08:14:20","modified_gmt":"2024-07-05T13:14:20","slug":"how-to-stand-out-from-ai-content","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/how-to-stand-out-from-ai-content\/","title":{"rendered":"How To Stand Out in an Ocean of AI Content"},"content":{"rendered":"\n<div class=\"intro-txt\">Most content today is arbitrage, simply moving information from one place to another.<\/div>\n\n\n\n<p>Very few blog posts create <em>new <\/em>information. Most serve to remix, curate, and copycat existing content, transferring the same core information from one website to another.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1884\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-1.png\" alt class=\"wp-image-173492\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-1.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-1-406x425.png 406w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-1-768x804.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-1-1468x1536.png 1468w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>If all your content does is shuffle common knowledge around, then I have bad news: the robots will eat your lunch. Generative AI is the ultimate arbitrage machine, able to <a href=\"https:\/\/ahrefs.com\/blog\/ai-content-is-short-term-arbitrage\/\">churn out thousands of copycat articles<\/a> faster than you ever&nbsp;could.<\/p>\n\n\n\n<p>To stand out in a sea of commodity content, you have to go beyond the rote copy\/pasting of information and find other ways to add&nbsp;value.<\/p>\n\n\n\n<p>Thankfully, there are three ways you and your squishy human brain are uniquely qualified to add value beyond AI: <strong>experimentation<\/strong>, <strong>experience<\/strong>, and <strong>effort<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1658\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-2.png\" alt class=\"wp-image-173493\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-2.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-2-410x425.png 410w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-2-768x796.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-2-1482x1536.png 1482w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<div class=\"intro-txt\"><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"1. Experimentation: create proprietary data\" data-section=\"experimentation\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-173491-_5wn1rud1h2l6\"><\/a>1. Experimentation: create proprietary data<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>The best way to add value beyond AI content is to experiment: to go into the world, test ideas, and collect new information that has never existed before.<\/p>\n\n\n\n<p>LLMs are trained on a staggeringly vast dataset and continue to consume new information on a daily basis. But they are not omniscient. They have gaps in their knowledge: information that they haven\u2019t been trained on, or more importantly, information that doesn\u2019t exist&nbsp;yet.<\/p>\n\n\n\n<p>When you experiment, you create something new and proprietary, unique to you and never seen before. If someone wants the information you have on offer, there\u2019s only one place they can get it. It doesn\u2019t exist in the data available to LLMs (at least, not yet). This is something that you, and only you, can&nbsp;do.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to do&nbsp;it<\/h3>\n\n\n\n<p>This might sound intimidating, but experiments can be big or small, substantial projects in their own right or quick value-adds for otherwise mundane topics.<\/p>\n\n\n\n<p>You can <strong>conduct sweeping industry surveys<\/strong>, like Aira\u2019s <a href=\"https:\/\/aira.net\/state-of-link-building\/\">state of linkbuilding report<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1187\" height=\"795\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-1.png\" alt class=\"wp-image-173503\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-1.png 1187w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-1-635x425.png 635w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-1-768x514.png 768w\" sizes=\"auto, (max-width: 1187px) 100vw, 1187px\"><\/figure>\n\n\n\n<p><strong>Analyze data generated by your company and its products<\/strong>, like the <a href=\"https:\/\/www.animalz.co\/blog\/benchmark-report-2021\/\">benchmark report<\/a> I co-authored using 150MM pageviews of Google Analytics data:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"786\" height=\"898\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-2.png\" alt class=\"wp-image-173504\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-2.png 786w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-2-372x425.png 372w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-2-768x877.png 768w\" sizes=\"auto, (max-width: 786px) 100vw, 786px\"><\/figure>\n\n\n\n<p><strong>Run tests to understand how things work<\/strong>, like Patrick Stox did to explore the impact of <a href=\"https:\/\/ahrefs.com\/blog\/blocked-robots-test\/\">blocking high-ranking pages with robots.txt<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"730\" height=\"793\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-3.png\" alt class=\"wp-image-173505\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-3.png 730w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-3-391x425.png 391w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\"><\/figure>\n\n\n\n<p><strong>Collect data to prove (or disprove) well-known ideas<\/strong>, like Rand at SparkToro bringing receipts for the idea that <a href=\"https:\/\/sparktoro.com\/blog\/email-is-the-most-consistent-reliable-marketing-channel-on-the-web-and-i-can-prove-it\/\">email is the most reliable marketing channel<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"838\" height=\"746\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-4.png\" alt class=\"wp-image-173506\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-4.png 838w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-4-477x425.png 477w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experimentation-4-768x684.png 768w\" sizes=\"auto, (max-width: 838px) 100vw, 838px\"><\/figure>\n\n\n\n<p>This has always been a great marketing strategy (and a great link-building tactic\u2014everyone wants to link to original data, as the backlink data for Aira\u2019s report shows).<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"725\" height=\"251\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-experiment-backlinks.png\" alt class=\"wp-image-173508\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-experiment-backlinks.png 725w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-experiment-backlinks-680x235.png 680w\" sizes=\"auto, (max-width: 725px) 100vw, 725px\"><\/figure>\n\n\n\n<p>But it becomes more effective in an era of near-perfect information, when the marginal cost of content creation is virtually zero and the answer to any common problem can be summoned in an instant.<\/p>\n\n\n\n<p>There is no longer lasting value in sharing basic information: the days of getting outsized results from being the first brand to share a basic \u201chow to\u201d or tutorial are numbered. Today, you have to <em>create<\/em> information as well as share&nbsp;it.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"2. Experience: dirty your hands\" data-section=\"experience\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-173491-_409o6bv8tuwh\"><\/a>2. Experience: dirty your&nbsp;hands<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Anything created solely by generative AI is trapped in the realm of theory. It will always be less valuable than the same advice from an authoritative source, someone with obvious and relevant experience.<\/p>\n\n\n\n<p>In a world where it\u2019s easy to get answers to questions, readers will care more about the <em>source <\/em>of the answer. You can stand out from faceless AI content by proving to the reader that you have dirtied your hands, and actually <a href=\"https:\/\/ahrefs.com\/blog\/eeat-seo\/\"><em>experienced <\/em>the thing you are writing about<\/a>.<\/p>\n\n\n\n<p>If there are fifty websites\u2014or <em>five hundred<\/em>\u2014offering an answer to their question, readers can afford to be discerning about the source they choose. If they want to learn about budgeting, they\u2019ll probably pick the experienced financial advisor over the faceless CRM solution and a blog post authored by \u201cContent Team\u201d.<\/p>\n\n\n\n<p>If they want to buy a new camera, they\u2019ll prefer the reviewer that bought, used and compared actual cameras:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"634\" height=\"788\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-4.jpg\" alt class=\"wp-image-173495\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-4.jpg 634w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-4-342x425.jpg 342w\" sizes=\"auto, (max-width: 634px) 100vw, 634px\"><figcaption class=\"wp-element-caption\">Creating credibility through first-person anecdotes, original product photos, and a documented testing methodology.<\/figcaption><\/figure>\n\n\n\n<p>Over any brand that scraped product descriptions from popular ecommerce stores or wrote in theoretical statements:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"551\" height=\"636\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/lack-of-experience-example.png\" alt class=\"wp-image-173519\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/lack-of-experience-example.png 551w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/lack-of-experience-example-368x425.png 368w\" sizes=\"auto, (max-width: 551px) 100vw, 551px\"><figcaption class=\"wp-element-caption\">No credibility in sight\u2014just regurgitated product features without any firsthand experience.<\/figcaption><\/figure>\n\n\n\n<p>The more crowded a topic becomes, the more important first-hand experience becomes as a method of differentiation. Your job is to prove the provenance of your advice.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to do&nbsp;it<\/h3>\n\n\n\n<p>This is something we try to do regularly on the Ahrefs blog.<\/p>\n\n\n\n<p>You can <strong>write about topics you have first-hand experience with<\/strong>, like Chris, an experienced agency SEO, writing our <a href=\"https:\/\/ahrefs.com\/blog\/seo-reporting\/\">beginner\u2019s guide to SEO reporting<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"976\" height=\"628\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-1.png\" alt class=\"wp-image-173509\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-1.png 976w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-1-661x425.png 661w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-1-260x166.png 260w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-1-768x494.png 768w\" sizes=\"auto, (max-width: 976px) 100vw, 976px\"><\/figure>\n\n\n\n<p><strong>Interview people on topics that you don\u2019t<\/strong>, like Mateusz surveying real-life marketers about their <a href=\"https:\/\/ahrefs.com\/blog\/content-marketing-metrics\/\">favorite metrics<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"982\" height=\"429\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-2.png\" alt class=\"wp-image-173510\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-2.png 982w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-2-680x297.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-2-768x336.png 768w\" sizes=\"auto, (max-width: 982px) 100vw, 982px\"><\/figure>\n\n\n\n<p><strong>Provide concrete evidence of your experience, <\/strong>whether that\u2019s screenshotting the tool, filming the interview, or sharing a <a href=\"https:\/\/ahrefs.com\/blog\/content-strategy-examples\/\">photo of the book you referenced<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"727\" height=\"860\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-3.jpg\" alt class=\"wp-image-173511\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-3.jpg 727w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-3-359x425.jpg 359w\" sizes=\"auto, (max-width: 727px) 100vw, 727px\"><\/figure>\n\n\n\n<p><strong>Share anecdotes and stories<\/strong> that provide context to the information, like SQ reflecting on his experience <a href=\"https:\/\/ahrefs.com\/blog\/100-blog-posts\/\">writing over 100 articles<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"980\" height=\"539\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-4.png\" alt class=\"wp-image-173512\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-4.png 980w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-4-680x374.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-4-768x422.png 768w\" sizes=\"auto, (max-width: 980px) 100vw, 980px\"><\/figure>\n\n\n\n<p><strong>Get skin in the game,<\/strong> like my attempt to read and rate every <a href=\"https:\/\/ahrefs.com\/blog\/seo-newsletters\/\">SEO newsletter available<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"964\" height=\"494\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-5.png\" alt class=\"wp-image-173513\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-5.png 964w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-5-680x348.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-experience-5-768x394.png 768w\" sizes=\"auto, (max-width: 964px) 100vw, 964px\"><\/figure>\n\n\n\n<p>The inverse is also true: you should avoid writing about topics where you lack any experience, and can\u2019t justify acquiring it.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"3. Effort: go further than others\" data-section=\"effort\">\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-173491-_6fs5os97t1mz\"><\/a>3. Effort: go further than others<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Most companies I see scaling AI content are cost-motivated. They are not using generative AI to create new, innovative experiences: they are trying to save money, and willing to sacrifice quality for speed of publication and reduction in headcount.<\/p>\n\n\n\n<p>This provides a clear route of differentiation: make better things, expend more energy, and create content that is more than just words on a page<em>.<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">How to do&nbsp;it<\/h3>\n\n\n\n<p>Many of the brands I follow (and products I pay for) earned my attention through big, effortful content campaigns.<\/p>\n\n\n\n<p>There are <strong>webcomics<\/strong>, like Postmark\u2019s <a href=\"https:\/\/postmarkapp.com\/postmark-express\">email deliverability guide<\/a> (featuring Dunning the super-owl):<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1151\" height=\"743\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-6.jpg\" alt class=\"wp-image-173497\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-6.jpg 1151w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-6-658x425.jpg 658w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/word-image-173491-6-768x496.jpg 768w\" sizes=\"auto, (max-width: 1151px) 100vw, 1151px\"><\/figure>\n\n\n\n<p><strong>Video series<\/strong>, like Paddle\u2019s <a href=\"https:\/\/www.paddle.com\/studios\/features\/we-sign-tomorrow-documentary\">Netflix-esque documentary series<\/a> about acquiring a company:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"927\" height=\"917\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-1-.jpg\" alt class=\"wp-image-173516\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-1-.jpg 927w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-1--430x425.jpg 430w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-1--768x760.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-1--120x120.jpg 120w\" sizes=\"auto, (max-width: 927px) 100vw, 927px\"><\/figure>\n\n\n\n<p><strong>Books<\/strong>, like Ahrefs\u2019 beautifully-illustrated <a href=\"https:\/\/ahrefs.com\/blog\/childrens-book\/\">children\u2019s book<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1069\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/01\/image-1.jpeg\" alt class=\"wp-image-171247\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/01\/image-1.jpeg 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/01\/image-1-636x425.jpeg 636w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/01\/image-1-768x513.jpeg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/01\/image-1-1536x1026.jpeg 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p><strong>Free tools<\/strong>, like Veed\u2019s <a href=\"https:\/\/www.veed.io\/tools\/tiktok-downloader\">TikTok downloader<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"882\" height=\"307\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-2.png\" alt class=\"wp-image-173515\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-2.png 882w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-2-680x237.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/How-to-stand-out-in-an-ocean-of-AI-content-effort-2-768x267.png 768w\" sizes=\"auto, (max-width: 882px) 100vw, 882px\"><\/figure>\n\n\n\n<p><strong>Unique on-page experiences<\/strong>, like Typeform\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=Q8f84y5T3ow\"><em>The Star Wars Guide to Net Promoter Score<\/em><\/a>, complete with hand-drawn AT-ATs:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1899\" height=\"789\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-net-promoter-score.jpg\" alt class=\"wp-image-173514\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-net-promoter-score.jpg 1899w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-net-promoter-score-680x283.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-net-promoter-score-768x319.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/03\/how-to-be-strong-where-AI-content-is-weak-net-promoter-score-1536x638.jpg 1536w\" sizes=\"auto, (max-width: 1899px) 100vw, 1899px\"><\/figure>\n\n\n\n<p>This kind of content is rare. It is costly and difficult to create, requiring specialized skills and collaboration between different departments. But difficulty is a moat: if it\u2019s hard to create, it can\u2019t be instantly pumped out by any old company with any old AI&nbsp;tool.<\/p>\n\n\n\n<p>Whilst it\u2019s often hard to justify the effort and expense of these projects, it is becoming easier with every passing day. Thanks to generative AI, publishing functional, \u201cvanilla\u201d content\u2014words on a page with a stock image or two\u2014is just not a differentiator.<\/p>\n\n\n\n<p>The more effort you expend building tools, publishing books, or creating unique experiences, the greater the likelihood that real people will remember your brand, care about your company, and eventually buy something from&nbsp;you.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"post-173491-_80q40ure4civ\"><\/a>Final thoughts<\/h2>\n\n\n\n<p>Generative AI makes it very easy to share fairly well-written, fairly accurate information, on a staggering array of topics. Humans will never beat AI at this game, and frankly, we shouldn\u2019t try.<\/p>\n\n\n\n<p>We need to accept the growing bifurcation of content. Let AI handle the low-end of content\u2014basic informational content, definitions, summaries and synopses, listicles\u2014and focus skilled human energy on the high-end.<\/p>\n\n\n\n<p>In the era of generative AI, there is no edge to be found by simply shuffling common knowledge from place to place. We need to find new dimensions of differentiation and lean into our unique strengths: creating new information through experimentation, getting our hands dirty and sharing first-person experience, and exerting ourselves to create what others won\u2019t.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Very few blog posts create new information. Most serve to remix, curate, and copycat existing content, transferring the same core information from one website to another. If all your content does is shuffle common knowledge around, then I have bad<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":194,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[73,335],"tags":[462],"coauthors":[457],"class_list":["post-173491","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-general-seo","tag-blog","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How To Stand Out in an Ocean of AI Content<\/title>\n<meta name=\"description\" content=\"If all your content does is shuffle common knowledge around, then I have bad news: the robots will eat your lunch.\" 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