Ever since ChatGPT, Gemini, Claude, and Perplexity AI burst onto the scene, the Internet has seen massive changes in how content is discovered and shared amongst users.
AI is helpful not only in processing copious amounts of data, but it can also be leveraged (with the right prompts) to create tons of content that users can deploy immediately or in the span of a few hours after doing some double checking.
Not only that, users can use AI tools to make sure the content they create follows search engine optimization (SEO) best practices.
Back then, content took lots of time to be produced, as the process involved lots of writing, research, and testing that involved lots of writers in a team.
Now, a one- or two-person team can do the work of a large group of writers thanks to the AI tools mentioned above.
This immense benefit wasn’t lost on businesses, marketers, and even writing teams. They caught on and leveraged AI into their content marketing processes.
The result?
In just a few years (ChatGPT was publicly released in 2022), the Internet and the search engines that continually index the content within it, are not only filled with SEO-optimized content, but also AI-generated content.
That said, we can’t blame you if you’re starting to think it’s already difficult for your content to get noticed.
While that may be the case, standing out in today’s saturated world of Internet content isn’t impossible!
You see, while content saturation exists, not everything is useful for everyone.
An SEO-optimized content might follow the SEO best practices, rank well, and appear on the first page of search engines.
However, it’s not a guarantee that the SEO-optimized content you see is highly relevant and useful, even if it ranks well.
That’s why in 2024, Google, the most popular and widely used search engine rolled out an update that affected how websites rank in search results.
Basically, the update prioritizes content that is genuinely valuable to users by emphasizing high-quality, user-first material, essentially de-emphasizing content that solely takes advantage of SEO best practices.
As a result, many websites lost out on more than 90% of their organic traffic.
However, despite the update, a cursory glance at a simple search query would still yield SEO-optimized and AI-generated content.
This means it’s still hard for users to find relevant information to their queries and challenging for businesses and marketers to stand out in search results.
To further complicate matters, Google and Bing have been rolling out a “zero-click approach” to search results.
Put simply, these search engines have been pushing things like featured snippets, AI overviews, summaries, and answer boxes that provide information or a concise summary of data to search queries, enabling users to find the information they seek without ever visiting a website.
These AI-powered search results and summaries are nifty for users who want quick answers, but they’re not great for writers and marketers who want to boost visibility for their digital content.
Don’t worry though, all is not lost!
While it’s true that today’s digital content landscape is saturated with so much SEO-optimized and AI-generated content, it’s still possible to stand out.
… and the thing with AI summaries, SEO-optimized content, and AI generated content?
All of those content types tend to look generic, and sometimes, irrelevant and not useful.
Also, since search engines and AI tools can now satisfy most of the common informational queries users have, there’s going to be demand for highly specific content.
Remember what we said about relevance and usefulness?
There’s still demand for highly relevant and original content… and that’s exactly the key to standing out in a highly saturated digital content landscape.
Here’s how you can pull it off:
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Be original and don’t go with the flow.
Content that performs well has always been original, specific, and useful.
So, if you want your content to grab eyeballs, you need to create truly original content that caters to your target audience’s informational needs.
While this will take lots of time, this approach will better position you in grabbing attention and generating conversions with your content.
Think about it: Readers are more likely to read content that’s highly authoritative and thoroughly researched—something that SEO-optimized and AI-generated content can’t create and replicate in droves.
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Diversify your channels.
Google’s updates to its search algorithms caused traffic drops and fluctuations.
Not only did Google change the content it prioritized, but it also rolled out its zero-click content initiatives, leading to traffic drops across many content categories.
This might seem like a bad thing, but remember, search engines like Google aren’t the only enablers of traffic.There’s still social media—Facebook, LinkedIn, and X (Formerly known as Twitter)—and email.
The bottom line?
If you want to stand out, you need to diversify your channels. Social media and email are still viable tools in generating attention for your brand.
Also, by diversifying, you’ll be able to experiment with and leverage other types of content such as newsletters, case studies, whitepapers, etc.
See?
There’s more than one way for you to stand out in today’s highly saturated digital landscape.
While AI-generated and SEO-optimized content can fill some of the demand for knowledge and answers, these types of content aren’t the end-all and be-all of humanity’s thirst for information.
There will always be a need for highly personalized and original content… all you need to do is broaden your horizons in getting what you’ve written to your target audience.
So, keep writing with the insights we shared with you today in mind.
Hope you found today’s article insightful and helpful!
About The Dynamic Marketing Communiqué’s
“Wednesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write copy for any brand or for your company, your aim is to make an impact and…
… to get people to remember.
Getting people to remember means getting consumers to buy your product or avail of your service.
… and when you get your content to deliver the results you want, THAT is great copy!
Every Wednesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you find this week’s insights interesting and helpful.
Stay tuned for next Wednesday’s “Write with the Pen of the Masters!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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