6 Ways to Humanize Your Content in the AI Era

6 Ways to Humanize Your Content in the AI Era

Adding a much-needed personal touch and humanize brand to connect with customers

There is an increasing preference for sourcing real human experiences and opinions on social media platforms, which enable inclination towards platforms such as Reddit, Instagram, and TikTok due to their deep-seated desire for real, human connections and content that is genuine. People are seeking to connect with other people more than ever.

On the other hand, some companies would make the mistake of pivoting entirely to AI-generated content to reduce costs. However, it can be used as an opportunity to become more human and connect deeply with their audiences.

Human touch is key in the AI era

Generative AI is significantly influencing SEO and content trends, while being able to generate content at scale is no longer a competitive advantage.

Strategising towards a more customer-centric approach by:

• Getting to know their audience better and start creating content focusing on real customer needs and pain points
• Using real experts as their content creators, elevating first-hand experience for creating truly helpful content from a trustworthy source
• Using internal experts as brand ambassadors

AI, used to increase your productivity, is humanizing your content strategy as a brand differentiator.

1.Focus on content supporting the user journey, rather than search volume

Before generative AI in content marketing, the smartest approach to content marketing for brands was creating content at scale. Brands would write about any and every keyword that was even remotely related to their product.

But now it’s time to pivot away from search volume and towards content that resonates deeply with the audience and offers unique insights. Brands need to rely on audience research and user insights for creating content that is much more tailored to the actual user journey.

2.Use Sales and Support Conversations in Your Audience Research

Understanding the audience would aid in creating content that allows you to connect with them more deeply.

Your company probably has a wealth of information about how users interact with its products that you can tap into as part of your audience research.

Companies often interact with their customers in sales conversations, support tickets, online communities, or market research interviews. Using these interactions helps in identifying pain points your product solves, common support questions, how you compare to your competitors, and where your target audience finds you.

3.Help your Internal Experts Create Content

Working with your internal experts helps you in communicating the real expertise of your brand, enabling you to create unique, high-quality content faster.

Working with a ghostwriter for interviewing your internal experts, delving into experts’ insights, and ensuring that the content truly reflects their expertise and tone.

• The ghostwriter should act not just as a writer but as a facilitator who translates your experts’ knowledge into engaging content. One interview can turn into a series of blog posts, or be repurposed into social media clips or even a podcast.
• Invite your subject matter expert to give feedback along the way. Start by creating a comprehensive content brief based on what your audience will want to know about the topic.
• Then have the expert review the brief and add any missing elements or correct inaccuracies.
• Once the content has been created, your internal expert should provide a final review before the content goes live.

4.Offer an Authentic Point of View

Some tactics that would help you in providing an authentic point of view :-

• Establish a clear and unique brand voice reflecting the company’s values and personality.
• Develop content guidelines that enable authors to infuse their own voices and personalities into their writing
• Actively seek out and include personal stories and experiences from your team and clients in your content
• Provide training or resources to your team on effective storytelling

5.Add a Personal Video to your Top-performing Articles

Being told a story is much more engaging than reading an article.

You don’t need a brand-new content strategy, but you can repurpose your top-performing articles into a video format.

AI can actually be an excellent ally for this! You can paste your article into ChatGPT or other tools and ask it to provide a script for a video summary.

Edit it to match your brand voice, and now all that’s left is finding someone in your team who isn’t camera-shy!

Editing the video can be another big hurdle. And again, AI can help.

6.Establish Your Employees as Influencers

The advantage of working with your internal experts for creating content is that they would want to share content on their own platform, which makes them look good and helps them in building their personal brand, and they are probably proud of their latest article.

Tips for making this strategy work :-

• Help your internal experts for distributing their content
• Use GenAI to help you transform long-form articles into engaging summaries
• Make sure to reward employees participating in the program by resharing their content and publicly recognizing their efforts.
• Make sure to reward the employees participating in this program by resharing their content and publicly recognizing their efforts
• Help in learning how to grow and expand personal brand
• Establishing clear guidelines on what is appropriate to share and what isn’t
• Use social media analytics for monitoring the reach and impact of shared content

Key Points

The growing presence of AI is enhancing the skepticism among users towards content that misses a human element

Real challenge for brands is embracing the human elements for genuine connections and earning trust, and not just keeping pace with AI’s relentless march forward.

Authenticity should be given priority, user-centred solutions should be used, and real people’s rich, distinctive opinions and experiences should be leveraged. This is how content is created that doesn’t just capture audience attention but deeply resonates with lasting impact.

In the AI era, the human touch isn’t just a nice-to-have; it’s essential.