Transform Your Brand Story: The Critical Role of Genuine Content in a Changing Digital Landscape

May 27, 2024 | Freelance Writing

Now is the time to take a big swing.

Google’s generative AI search announcement is about to change the game for small businesses of all types. As search engine results begin to rely more heavily on summarizations from various sources, more like what you get from assistants like Alexa or Siri, organic search rankings will shift significantly. But that doesn’t mean that your website is useless. More than ever, quality, custom content is critical to telling your brand story to engage with your audience and build trust.

The Use of AI for Content

I recently talked to someone about AI’s rise in content creation. He brought up a good point. There are many ways to use AI to reduce time, save money, and help market your business. The important part is knowing when to write and when to generate.

For example, you can use AI to generate multiple social media posts on a topic. It works even better if you start with existing content, like your website and blog, and ask ChatGPT or your AI of choice to parse out the most important messages and create one-liners. There are even custom One Liner GPTs that can do all the work for you. Insert your URL and let it throw out some suggestions. From those suggestions, you can even refine the results with more prompts.

AI Best Practices

AI is like an intern. It’s handy, but you do have to hold its hand along the way. Even when you generate ideas for your social media, never publish something without taking a last look.

Here are some best practices for small business owners looking to leverage AI for social media content generation.

Understand Your Audience:

  • Identify Key Demographics: Know who your target audience is and what they are interested in.
  • Engage with Followers: Use AI to analyze engagement data to understand what types of content resonate most with your audience.

Maintain Authenticity:

  • Human Touch: Even though AI can generate content, ensure there’s a human touch to maintain authenticity and connect with your audience on a personal level.
  • Edit and Customize: Always review and edit AI-generated content to align with your brand voice and message.

Consistency is Key:

  • Regular Posting Schedule: Use AI tools to schedule posts consistently across different platforms.
  • Content Calendar: Develop a content calendar to plan and organize your posts in advance.

Stay Updated with AI Trends:

  • Continuous Learning: AI technology is rapidly evolving. Stay updated with the latest tools and best practices to keep your content strategy fresh and compelling.
  • Training: Invest in training for yourself or your team to effectively use AI tools.

Monitor and Adapt:

  • Feedback Loop: Continuously gather feedback from your audience to understand what they like and what they don’t.
  • Adapt Strategies: Be ready to adapt your strategies based on feedback and performance data.

Legal and Ethical Considerations:

  • Content Ownership: Ensure you have the rights to use and modify AI-generated content.
  • Transparency: Be transparent with your audience about using AI in content creation to maintain trust.

Use AI to Enhance Creativity:

  • Idea Generation: Use AI to brainstorm ideas for new content themes, topics, or campaigns.
  • Content Variations: Create multiple versions of content to keep your social media feed dynamic and engaging.

How to Change the Narrative

So, with AI becoming more powerful and everpresent, what are the best ways to reposition yourself to remain authentic and showcase your true voice in a sea of generated content? Start now to change how you think about what you do, how you communicate that, and what you do for your ideal customer.

Your website needs to be the most authentic piece of marketing you have. That means the copy on your home page, landing pages, bio, and blog posts shouldn’t be generated by AI but created to tell your specific story. AI can do a lot of things, but it can’t tell your story no matter how much information you feed it.

According to a 2022 Gallup poll, 70% of decisions are made based on emotion. Often, even when we believe we’re being logical and researching options, we’ve already had an emotional response, and our research is intended to confirm or counter our gut feelings. When you change the narrative on your website and marketing materials, you give people another connection point to build trust with your brand.

Tips for Writing Your Personalized Content

There are ten things you can do starting today to improve your content and personalize it.

  1. Identify Your Unique Value Proposition: Clearly define what makes your business unique. Focus on your mission, values, and what differentiates you from competitors.
  2. Share Your Journey: Tell the story of how your business started, including any challenges and successes. This humanizes your brand and makes it relatable.
  3. Use Authentic Voice and Tone: Write in a way that reflects your personality and the character of your business. Authenticity builds trust and connection with your audience.
  4. Showcase Your Team: Introduce the people behind the business. Share their stories, roles, and contributions. This adds a personal touch and shows the faces behind the brand.
  5. Engage with Visual Content: Use photos, videos, and graphics to complement your written content. Visuals can enhance storytelling and make your content more engaging.
  6. Highlight Customer Stories: Feature testimonials and stories from satisfied customers. This not only adds credibility but also shows the impact of your business on others.
  7. Keep It Consistent: Maintain a consistent narrative across all platforms. Ensure your story aligns with your brand’s messaging, design, and overall marketing strategy.
  8. Be Transparent: Share behind-the-scenes content and be open about your business operations. Transparency builds trust and fosters a deeper connection with your audience.
  9. Focus on Value: While telling your story, always consider how it provides value to your audience. Whether it’s inspiration, education, or entertainment, ensure your content serves a purpose.
  10. Update Regularly: Keep your story current by sharing new developments, achievements, and milestones. Regular updates keep your audience engaged and informed about your business’s growth.

Work With a Real Human Writer

There is another option, too. If you’re not a writer and spend most of your time staring at a blank page, you don’t have to do it alone. Instead of opening up a ChatGPT window, consider working with a real human writer who can learn your business, understand your motivations, and effectively tell your story.

I can create website copy, bios, and long-form content like blogs that you can then repurpose with the help of AI to spread across your social channels.

Discover the Art of Authentic Storytelling

Are you ready to elevate your brand’s voice with content that truly resonates? My artisanal approach to content creation isn’t just about writing; it’s about crafting stories that embody your brand’s essence. With a foundation in genuine human connection and a touch of magic, I bring your vision to life in a way that algorithms can’t match.

Experience the difference of homegrown, handcrafted content tailored just for you. Whether it’s weaving your brand’s narrative or collaborating on innovative projects with dpeg Marketing Company, let’s create something unforgettable together.

Connect Now to explore how we can transform your content strategy with stories that engage, inspire, and relate.

Laura M. LaVoie