AI is Here to Take Your Job

 

If you’re in content marketing, AI has already replaced 80% of your work.
Companies are just too slow to adapt the tech to reduce overhead.

It’s a sad fate.

There’s integrity and experience in human content.
AI doesn’t have this capability yet.
But when it can fake it, it’ll be game over.

I’m not going to lie, AI content sucks.
But we’ve already seen AI content take over the SERPs.

Check out this article:

https://searchengineland.com/google-search-on-using-ai-to-write-content-391728

Bankrate, CreditCards.com, and other power players are using AI content to win in finance SEO.

That’s an industry I’ve been working in for the past three years.
It’s sad to see, but the trend is becoming more common.

Let me make it clear. I do not write content for content’s sake.
I don’t use AI to write content.
And I make sure my writing voices how I think.

There’s a reason for that.
It’s the secret weapon against AI – something it doesn’t have yet.

Something Is Up With TikTok

The future of your job and industry is shifting.

Human voices have been losing on the Google front for a while.

See all those “what is blah blah” articles?
See all those generic listicles that provide high-level topical advice?

I’ve written many.
My team wrote many.
They are a staple in ranking well for Google today.

But they need more depth.
They’re topical overviews of a subject and provide little value.

The saddest part?

That kind of content was prevalent before AI took off.

I began learning SEO through testing spam, and to this day, the SERPs are still littered with it.

That’s why Zoomers are moving to TikTok for their search needs.

They “google” everything on TikTok.

TikTok videos provide unique value, quickly giving users fun and short answers.
No-fluff answers.

And that’s where AI can’t win (yet).

People create TikTok videos.
People whose unique personality resonates in their content.
Those people are creators.
They’ve built brand equity to their person, as a person.

You can Google “how to unclog my sink” and the front page is filled with generic answers. TikTok provides to-the-point answers with personality.

Though TikTok is a great example, it’s not the point.

The point is that the future is headed toward a battle between Creators vs AI.

Not SEOs or Writers vs AI.

But…

John, the funny plumber with a blog vs AI plumbing content.

Jane, the cool interior designer with 300K followers vs AI interior designer content.

It’s the extra “E” (experience) in Google’s E-E-A-T.

Innovative giant corporations will start throwing money at internal creator resources soon. They’re already doing external creators via influencer marketing.

It’s crazy because it all comes back to something we tend to neglect.

Marketing Fundamentals

Marketers love neglecting fundamentals.
They love neglecting sound strategy for fancy new tactics.

I do SEO professionally, and SEOs LOVE fancy new tactics.

They LOVE technical doodads.

But if we’re talking about a creator-based future, it takes marketing back to the core fundamentals.

Break it down.

Lots of players are participating in the AI content game.
BIG PLAYERS, small players, and in-betweeners.
Some folks are abusing it.

That’s actually great because now…

AI content has become a commodity.

Yes, that’s right.
It’s a major weak point right in front of our eyes.

With a commodity, there’s fatigue and an overabundance of alternatives.

Google has caught on and will not let their market share decline due to AI spam.

How do you stand out in a sea of commodities?

You build a brand.

YOU build a brand.

A brand for YOU.

When it comes to it, AI will probably replace your job, my job, and everyone’s job.

Mega corporations are going to hire people to manage the AI.

But if you want to keep doing what you’re doing, you need a voice and value to add to that voice.

It’s something that cuts through all of this AI content.
And that voice is simply who you are as a person.

Authenticity will become valuable to brands and people.

But it’s not that easy.

Lots of folks already have a head start as a creator.
There’s a lot of work to do to convince others that you’re the cool cat who knows a thing or two about your expertise.

And for corporations, they’ll either play the AI content game,

OR

Double down on their unique advantage and messaging to cut through the noise.

The corps trying to cut through the noise will employ creators OR folks who can humanize their messaging.

You can do both.

You can cut through the noise as a creator and humanize a corporation’s messaging.

The future marks the return to marketing fundamentals.

 

Challenge Yourself to Grow

A lot of this post is just my speculation.
You should take it with a grain of salt.

But marketers need to adapt between the exponential growth of AI and how it’s already affecting the industry.

If you don’t adapt, your skills will become obsolete.

So reflect on this:

• How has AI affected my role?
• What will my role look like in the future with AI?
• What can I do about it?
• What can I do right now to take control of my future?
• What are others doing to take control of their future?
• How will Google react to AI spam?
• Does content on Google suck?
• How do we make it not suck?

The future is bright and full of opportunities.

I hope you and I can join together in the future to create.

Creating a personal brand is a long journey, but it’s an advantage worth aiming for.

I’ll need it and you’ll need it for the AI future.

I have a decade of experience generating millions of clicks and hundreds of thousands of leads for F100s and startups. Throughout that time, I’ve systemized the growth tactics and frameworks I used to streamline startup marketing success. If you’d like tactics and systems for success, please subscribe to my newsletter!

 

-Mitch