Instead of using AI to write generic content, use it as a research tool to discover the consensus opinion in your industry. Ask it for generally accepted best practices that no one questions. This reveals the 'forgettable' norm, allowing you to develop a unique, memorable point of view that stands out.
Capture genuine expertise and your company's unique voice by recording long-form interviews with the founder or a technical expert. A single hour-long conversation can be transcribed and repurposed into 50-100 distinct pieces of content, from social posts to articles, ensuring authenticity that AI cannot replicate.
Using AI to generate large volumes of content is a trap. Instead of increasing visibility, it adds to the noise of generic, forgettable information, effectively burying your brand. Customers are already learning to recognize and ignore low-effort, AI-generated content, which can ultimately harm your brand's reputation.
To ensure your content strategy has longevity, test your core topics (pillars) with a simple question: Will you still be passionate and authoritative on this subject in three years? If you get bored with a topic in six months, it's merely a theme, not a foundational pillar worthy of long-term investment.