Most AI content is driven by the 80/20 rule.. without the 20. It’s true that for most content, 20% of the content drives 80% of the value. It’s the data, or the design, or the hook, or the short answer that’s the core part of the asset. When people create content end-to-end with AI, they never identify their 20%. The human-driven, differentiated asset that makes that thing worth ranking. Great content is possible with AI when you give it something differentiated: Proprietary data. World-class design. Best-in-class product. Subject matter expertise. It’s when the core of the asset – the 20% – is then used to both create 80% of the value and also, the other 80% of the content using AI. When we ask AI to do something with our unique, differentiated asset, we have created something productive and lasting. The alternate workflow: creation because it can be created, is how this content ends up dragging institutions and eventually cratering the traffic it was built to generate. Worse, we have created something we know is a commodity – – that generative AI can replicate easily, that our competitors can prop up immediately, that has little defensible value beyond being first to market. That’s not going to be a part of any strategy we recommend, today or tomorrow.
Great insight, Ross. And it's when we use SEO principles to optimize this copy or rewrite it entirely that it resonates with people who are searching. Until AI can understand keyword data and pull it natively, there will always be a need for human creativity and understanding the customer and buyer journey.
AI Search, SEO & Organic Revenue Growth | Driving Visibility, Building Pipeline
3mo💯 Ross, all day! Anyone can prompt, but users are reading to get *your* insight and something different!