How to Stand Out with Original Insights in the New Age of AI

In the age of AI, originality matters more than ever.

Why?

When you type something into ChatGPT, Perplexity, or similar tools like this, you normally get general consensus content

• Basically common knowledge.

These language models pull information from all across the web, combining it into an average answer.

But as marketers, we have a unique advantage:

???We can think critically and create original ideas— Something LLMs can’t do yet.

LLMs are the new way to search and discover online.

And they are great at gathering and reformatting information from the web.

They present it in a cleaner, more personalized way than Google, which is why so many people are using them.

Take a look ??:

LLM Search (ChatGTP):

Google Search:

LLM’s excel at crawling the web and reformatting content in a cleaner, more personalized way while Google has a more manual search.

Traffic and leads from these tools are growing fast because they offer a new experience.

That’s why so many people are turning to them.

And their Metrics, Traffic, and Leads are skyrocketing. ??

It’s a new format we’re not used to.

Why originality matters more than ever

With Google, we’re used to searching, clicking, and figuring out information ourselves.

While LLMs do it for us, but it still lacks original insight.

For us to stand out in this environment now, we need to create something that has not been created yet.

???That’s why I believe our jobs are now held to a higher standard.

We need to say something that is:

• Bold.
• New.
• Fresh.

What to stop doing:

We can no longer just create a listicle by merging a bunch of articles into one large piece and publishing it.

? That’s simply repackaging the same content (A general consensus with no original insight.)

Realize we are in a new era:

It’s an exciting time and we need to adapt.

As marketers, we’ve been trained to focus on getting backlinks, doing PR, and pushing content to rank.

Even most of the tools have all been designed around the same question of:

? ‘’What’s our rank on Google? Oh, we’re at #7? Then let’s update the content. We get a writer, add some recent news, and tie it in with what we had before.’’

But that approach doesn’t work anymore. It’s time to throw out the old playbook.

Here’s a Helpful Insight from TopicRanker

A blog post on "Which Keywords Are Best to Target?" ranked #2 but struggled to claim the top spot.

The analysis: Revealed that the content, while solid, lacked unique insights and fresh perspectives to outshine competitors.

Here’s what TopicRanker suggested:

• Add real-world examples, unique data, or personal anecdotes to make the content stand out.
• Avoid recycling commonly available information and instead offer something new and valuable that isn't already present in Google's Knowledge Graph.

Even top-performing content can reach new heights by focusing on originality and delivering deeper value.

So, as marketers how can we stand out?

You need to Incorporate:

• Original experiences
• Personal insights on a subject matter
• Screenshots of your campaigns and it’s outcomes
• Experiments
• Data
• Unique insights

Here’s an example from: Ahrefs Blog, ‘124 SEO Statistics for 2024,’ Article by Si Quan Ong.

They incorporate their own insights while also presenting proprietary data and expert interpretations.

This is where us as marketers are going to stand out.

You’ll need to create whole new data studies and focus on fresh insights from your experiments. Otherwise, it doesn’t matter.

You have to update everything.

Remember: These are completely different times.

TL:DR

In the AI age, marketers need more than the common info compiled by tools like ChatGPT.

• LLMs give quick, packaged content but lack real originality.
• Old tactics like listicles and basic updates don’t cut it anymore.
• Success now requires: Bold, fresh perspectives Real-world examples and case studies New data and experiments
• Create content that adds true value beyond what AI can offer.

This is a new era. Stand out with content AI can’t copy!

Thanks for reading!

?? -Dmitry.

The original post is on my Linkedin profile

I’d appreciate it if you would share it with anyone who would benefit from it! ????

https://www.dhirubhai.net/posts/dmitrydragilev_how-to-stand-out-with-original-insights-in-activity-7264990153759145984-sZpZ?utm_source=share&utm_medium=member_desktop

Need help finding easy to rank keywords?

Head over to TopicRanker to find easy-to-rank keywords based on competitor weak spots in SERPs.

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