Here’s how I’d think about differentiating our writing.
First, two key thoughts
1️⃣ Our life experiences are unique from every other person (and entity!) on the planet.
2️⃣ We’ve all lived through and experienced historical moments. AI has not. Instead, it gets to parse and process history books.
Now let’s consider how to apply these two key thoughts to our writing.
Feature your own life’s lessons
NO ONE has experienced life like you have.
We know people who went to the same school, peers who did similar roles on marketing teams, friends who have the same hobbies.
But no one has done things, learned things and experienced life in the way you have.
You’re a one-and-only.
Feature your life's experiences and lessons in your writing.
If you’re writing about how marketers can do Account Based Marketing (ABM) better, detail an ABM campaign you ran.
Document the mistakes you made and let readers know how they can learn from those mistakes.
If you’re providing tips on email marketing, tell readers about the biggest mistake you’ve made when sending an email and let them know how to safeguard against the same mistake.
AI-based writing is pretty good, but only you can tell your story.
Only you can move the reader to take action based on your life’s experiences.
Provide “first of its kind” insights
I once published a Q&A blog post featuring Andrew Davis, marketing expert and keynote speaker.
I asked Andrew to provide a tip to keynote speakers. His answer:
“If you’re going to be a keynote speaker, build a speech around the answer to a question that Google cannot answer.”
During his keynote at Content Marketing World 2022, Andrew encouraged marketers not to focus on frequently asked questions (FAQ), but instead on rarely asked questions (Ashley Guttuso writes about it in this recap post on Andi Robinson’s blog).
The concept here is to provide “first of its kind” insights – things that you cannot find on the web, because they’ve never been published or shared before.
As ChatGPT noted (above):
“My knowledge is based on the information available to me at the time of my training, which has a cut off date of 2021.”
To “beat” ChatGPT, write content that’s not available to it at the time of its training.
And to Drew’s point, share insights (i.e., in your writing) that Google has not yet seen.
Best wishes! Let me know how you’re thinking about ChatGPT