How to Make Your Content Stand Out When Everyone is Using AI

0:00We're going to talk about how to make your content stand out when everyone is using AI. It's kind of crazy to think about the amount of people that are producing content, whether you're using tools like Midjourney or ChatGPT, it doesn't matter. Everyone is creating content for any type of platform out there, whether it's social or whether it's text-based content, it's getting endless or even songs. Look at the mix-up with AI using, what was it, The Weeknd and Drake, right? AI ended up creating a song for both those artists together, although they didn't technically do it more so the AI fictionally made it and it went viral on TikTok, but everyone's creating content.

0:38So how do you stand out when others are using AI to just create content in mass scale? Because whatever you're creating, in many cases, you're going to see me too and duplicate versions of it. And if everything is looking the same, what's going to make you stand out and why should someone choose you over the competition? Yeah. So practically, if I think about, if I think about the companies that stand out, let's say if you look at LinkedIn, the posts that really stand out, at least to me, are even on Twitter too, is when people share data. And so when people share proprietary data, it's like, hey, here's what we're seeing with our data over here.

1:12This is trending upwards. A good example of this would be my friend, Patrick Campbell. He sold a company called ProfitWell. He would just share a lot of data around retention, around pricing, around churn, and people would really like that stuff. And it would really stand out. And a couple of his threads would go viral on Twitter, for example. And so data stands out, but also personal stories stand out too. And personal stories to me, like nobody can repeat the proprietary data that you might have, the data sets that you have, but also stories that you're sharing as well. People like to do business with people and they become invested in the stories that you're sharing too.

1:43And so if you have good stories to share, instead of trying to be interesting, go be interested in other people. Learn their stories. You can share their stories as well. But also for you, think about how you can do interesting things, right? Instead of just trying to look interesting, just go do interesting things and go talk to interesting people. and not just data i'm a big believer if you can share experiences that is how you're going to really stand out more than anything else because the problem with data and i'm with eric on this i used to create a lot of content with data what i find is then a lot of other people start using the same data or they end up creating studies with similar data and i can see ai already doing this in the future but sharing your own personal experiences that's going to be hard for ai to replicate.

2:25I think that's what makes things unique. And when I say personal experiences, it's the details that make the content stand out. Because when someone's actually been through something, they'll be able to share the details versus someone who hasn't been through it. Great example of this is I was reading an article from a friend and I won't get into too much detail. They're good now, but they had cancer and they wanted to share their journey. And when they broke down how they felt and everything that they were going through. It was just like, all right, unless someone's actually had cancer, you're not going to be able to get this detailed with the content.

3:01And I thought the content was really great. I'm happy for her in which she's good right now. And hopefully it stays that way forever. But nonetheless, it's those kinds of experiences or those kinds of details that you put within content that really makes it stand out. here's the other thing that's kind of related to experiences too when people make reaction videos on youtube for example they're sharing their experiences to a degree and so when i think about the youtuber he's got a large insurance company his name is patrick bet david he has a daily show where he's basically reacting to the news and those tend to do well because he layers on his experiences in terms of how he grew up how his worldview is and so if you can let's say as an example, I want to make an AI newsletter that basically curates all the other AI newsletters, right?

3:45What I can do is I can react to all the biggest news from the week. And so even though I'm curating stuff, I'm adding in my layer of experiences. And that might be helpful to get people to think about things differently. And so when you think, I often talk about the peer groups such as EO or YPO, what tends to happen? Let's say if Neil's facing a problem, what usually happens in the group is you're not allowed to share advice, but you're allowed to share experiences. and when you listen to an entire group, they've shared eight or 10 experiences, you tend to form your own thoughts, then you form your own actions and then you go take actions on them.

4:17Usually people just need a little nudge. They need to think about things a little differently and by you providing that, that's actually really valuable. Anything else, Neil? Yeah, a few other things. The first thing is, or another point that I wanna end up bringing up is you gotta start focusing on content on topics that haven't already been beaten to death. One of the big reasons why a lot of people create content and doesn't stand out, whether it's AI driven or it's non-AI driven, is they're talking about the same thing over and over again. For example, if I create an article on optimizing my meta tags, how many people have already talked about that?

4:49But on the flip side, Google just ended up releasing BARD to the public in mass scale. And they give examples of the queries that you can end up getting through BARD or even Google now. If you talk about how to adapt your SEO with Google's new algorithm and their new search results and how they're using AI for that. That's new, unique, interesting. I can share stats and data based on what I'm seeing with some sites. Are they getting more clicks? Are they getting less clicks? Is clicks not changing at all? What percentage of queries do we see this happening with? Like all these kinds of things make it super unique and custom where people are like, oh, wow, this is interesting.

5:29I haven't read about that before. The second thing that'll allow your content to stand out is how can you end up integrating influencers? So for example, Tucker Carlson got fired from Fox. He's now creating his own show on Twitter. And the video that Eric and I were looking at the other day, I think it was 27 million views. It was something crazy. It was over 20 million views, under 30 million views. So somewhere in that range, either way, it's a lot and it's a captivating audience. If you can partner with someone and bringing that personality into your business, that'll also make your content stand out.

6:06People love brands. And when I mean brands, I'm not just talking about corporate brands. I'm talking about personal brands. So how do you integrate other well-known people, whether it's Tucker Carlson or Tony Robbins or Gary Vaynerchuk or whoever it may be or LeBron James? And you may not be able to get these big influencers, but you may be able to get a micro-influencer where someone's just well-known in the space. that can end up driving you more visibility versus just doing what everyone else is doing and just creating the same me too regurgitated content. Actually, to close it off on the Tucker Carlson note, so 27 million views on the video and 132 million or something like that on the post itself.

6:42So a good amount. And to Neil's point, Patrick Bet-David, the guy I was talking about earlier in this pod. So it's funny how this is all connected. He made an offer to Tucker Carlson for$100 million, I think paid over five years or something like that. And he was basically trying to do that. But Tucker Carlson knew the value of him just being independent. And basically, he declined it, right? And so we're excited to see what he does. And the influencer stuff works. We talked about experiences. We talked about sharing stories, data, and things like that. You decide where you want to go with this.

7:12But marketing is going to get harder again. And I think that's a good thing. So that is it for today. Please don't forget to rate, rate, and subscribe. And we'll catch you later.