How can I include business strategy into content without it sounding like generic AI filler?
Look, we've all seen it – content that just feels…off. Generic. Like it was spat out by a machine that knows words but doesn't get it. In my experience, especially working with content teams adapting to AI, the stuff that truly connects comes from a real strategy, not just filling space.
It's easy to feel pressured, seeing AI churn things out fast and cheap, but chasing that race is like trying to outrun The Flash – exhausting and probably pointless. Instead, let's focus on what makes your content valuable.
Know Why You're Writing Before You Write
Seriously, this sounds basic, but I've seen it skipped too often. Content without a goal is like riding without a destination – you're just burning gas. Before you type a word, ask yourself: What's the point for the business? More leads? Building trust? Showing you're the expert? Your content needs to clearly tie back to that.
If it doesn't, why are you creating it? It's easy to get caught up in just doing, but action without intention isn't strategy. Having a clear plan, knowing your goals, your audience, what you'll focus on – that gives you the power to say "no" to stuff that doesn't fit.
It's about taking responsibility for your content's purpose.
Tell Your Real Story, Not Just Facts
People remember stories, not just bullet points spit out by an algorithm. Think about your business journey – the screw-ups, the wins, the 'aha!' moments. Sharing that stuff? That’s gold. It shows the humans behind the brand.
I learned early on, maybe from my nursing days seeing how different everyone's situation is, that vulnerability connects people. It’s not about oversharing, but being real about challenges builds trust in a way perfect, polished robo-content never can.
What does your business stand for? Like, really stand for? Define those core values. They're your compass. When you know them, you can instantly tell if a piece of content feels right or wrong. It keeps your voice consistent and stops you from drifting into generic territory.
The Human Touch AI Can't Fake (Yet)
AI can draft, sure. It can research. But it can't feel. It doesn't have my experiences, or yours.
- Human Eyes are Crucial: Even if AI helps draft, you need a person to refine it. Check the facts (AI gets stuff wrong!), inject your brand's unique voice, add that spark of real insight or emotion. Think of AI as maybe laying the foundation, but you're the architect and interior designer making it unique.
- Keep Your Voice Yours: Don't let tools water down your brand's personality. Have clear guidelines on how you sound, and make sure everything follows them, AI-assisted or not.
- Share What Only You Know: What's your unique take? Your special skill? The insight you have from being deep in your industry? Generic content skims the surface. Your content needs to go deeper, offering real expertise that can't just be Googled in five seconds. That’s how you become a valued partner, not just a word generator.
Simple Tricks to Dodge the AI Sound
- Mix It Up: AI often falls into repetitive sentence patterns. Read your stuff aloud. Does it sound robotic? Vary sentence length. Use different words. Throw in a question. Make it sound like a real person talking.
- Get Personal (Strategically): Weave in those real stories or examples I mentioned. Connect them to your business strategy. Show, don't just tell.
- Analyze, Don't Just Summarize: Don't just repeat common knowledge. What's your unique analysis? Your take? Connect the dots in a new way. Show how you think.
Does Your Content Actually Work?
How do you know if your content is hitting the mark? Forget just counting views. Does it bring in the right kind of leads? Does it help customers? Does it build your reputation? Your measurements need to connect back to those business goals you set earlier.
And listen to feedback! What are people saying? What's working, what's not? Good content isn't static; it evolves. Like tuning that motorcycle, you make adjustments based on performance.
Focus on genuinely helping your audience first. Give them value. Build that trust. When you do that consistently, your content won't feel generic because it's authentically serving both your audience and your strategy.
Bringing It Home
Look, making content that truly reflects your business strategy and connects with people isn't about fancy tricks. It's about being intentional. It's about knowing your 'why', sharing your real journey, and adding that human insight AI can't touch. Don't see strategy and authenticity as separate things.
Real strategy is authentic because it comes from your unique business, your values, your expertise. When you own that and put it into your content, you'll naturally stand out from the sea of generic noise.
It takes effort, sure, but it’s the kind of work that actually builds something lasting.