We content creators live in a miraculous time. We can talk to more people than ever before in history. The power of marketing is astronomically stronger than it's ever been. Our audience knows no geographical limit.
The real foundation for all of this power and reach is the content we produce. We can publish for free anytime we want--and people will listen. We can be our own TV station, our own radio network, our own newspaper.
And now, thanks to Artificial Intelligence tools like ChatGPT, we don't even have to write the material ourselves. There's an army of robots ready and eager to write blog posts, send emails, or even deepfake podcasts and videos. We can publish as often as we want to, for free, with almost no effort.
Here's the really amazing part: more content is still more important than good content. Quantity still beats quality in the online marketing game. Show up more often, and you'll win.
This perfect storm of free attention won't last forever. It probably won't last more than another year or so. Eventually, Google or another search engine will figure out how to filter content that's been written by robots, and find the real stuff. The real tech race is actually between the robots that produce content and the robots that find and filter content. But for now, everyone can--and IS--producing a ton of content that would earn you a B+ grade in most high schools.
It's amazing news for everyone who should be publishing more, but isn't.
It can seem like scary news for content producers who are worried their hard work will be buried by blogging droids.
Here's how to make your content stand out from ChatGPT content and other content-bots.
- Niche down. The narrower your expertise, the less a robot will understand it. For example, a blog about the fitness industry can be written by AI, because that's a general topic with statistics everywhere. A blog about personal training studios can probably be done pretty well by AI. A blog about getting and keeping personal training clients in their mid-40s in Ipswich, PA is best done by someone with experience.
- A robot might be able to write a blog about how a rocket works, but it can't explain how it feels to be strapped into the seat at liftoff. The more specific your experience, and the narrower your audience, the more irreplaceable you become and the more valuable your content.
- Be very specific. Your content should be closer to a checklist than an editorial. For example, Jasper (another AI writing tool) could write a broad article about "How to keep your clients longer." The article would give general advice that's directionally correct, but imprecise. For example, when I asked an AI engine how to keep clients at my gym longer, it said "Give your clients a world-class experience". True, but...what does that actually mean? Not much.
- Real professionals would go much deeper. For example, at Two-Brain, an article on keeping clients longer would include "The 5 Steps To Running A Goal Review". We know that goal reviews keep clients longer, and have the data to prove it, and--because we've done them thousands of times--we can be very specific about how to do it. Like this:
- Sit down with your client every three months.
- Measure their progress on your InBody scale.
- Ask them, "Are you completely satisfied with your progress?"
- If they say "YES!" then move to the testimonial script.
- If they say "Not TOTALLY satisfied..." then move to the new prescription script.
- And then, of course, we have those two scripts ready too.
- Robots just can't get that deep, because they don't have actual experience.
- Use stories. Stories stick....
