{"id":8391,"date":"2023-02-28T15:51:49","date_gmt":"2023-02-28T15:51:49","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/"},"modified":"2023-02-28T15:51:49","modified_gmt":"2023-02-28T15:51:49","slug":"ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/","title":{"rendered":"AI can\u2019t write this: 10 ways to AI-proof your content for years to come"},"content":{"rendered":"<p>Don\u2019t get it twisted. The machines are taking over.<\/p>\n<p>It\u2019s only a matter of time until we\u2019re all serving aluminum overlords\u2019 every beck and call.<\/p>\n<p>Fortunately for all of us simple humans, that day is not today.<\/p>\n<p>Despite being a <a href=\"https:\/\/www.nytimes.com\/2023\/02\/08\/technology\/ai-chatbots-disinformation.html\" target=\"_blank\" rel=\"noopener noreferrer\">regurgitating raconteur<\/a>, AI is still a <a href=\"https:\/\/futurism.com\/artificial-intelligence-automated-mansplaining-machine\" target=\"_blank\" rel=\"noopener noreferrer\">glorified mansplainer<\/a> \u2013 like the Wizard of Oz, minus the fancy haberdashery.<\/p>\n<p>It <a href=\"https:\/\/www.wsj.com\/articles\/ai-bot-chatgpt-needs-some-help-with-math-assignments-11675390552\" target=\"_blank\" rel=\"noopener noreferrer\">kinda sucks at basic math<\/a>.\u00a0<\/p>\n<p>It can\u2019t <a href=\"https:\/\/www.wsj.com\/articles\/is-there-anything-chatgpt-kant-do-openai-artificial-intelligence-automation-morality-immanuel-kant-philosophy-91f306ca?cx_testId=3&amp;cx_testVariant=cx_170&amp;cx_artPos=6&amp;mod=WTRN#cxrecs_s\" target=\"_blank\" rel=\"noopener noreferrer\">wrap its dumb little head<\/a> around anything subjective.<\/p>\n<p>It\u2019s <a href=\"https:\/\/www.forbes.com\/sites\/johnkoetsier\/2023\/02\/10\/chatgpt-burns-millions-every-day-can-computer-scientists-make-ai-one-million-times-more-efficient\/?sh=5a63b0e16944\" target=\"_blank\" rel=\"noopener noreferrer\">eye-wateringly expensive to run<\/a>. <a href=\"https:\/\/www.youtube.com\/watch?v=PVgBWV2bvLs&amp;t=1993s\" target=\"_blank\" rel=\"noopener noreferrer\">Orders of magnitude more<\/a> than Google Search. As if that weren\u2019t bad enough, AI content also <a href=\"https:\/\/searchengineland.com\/ai-generates-article-serious-ymyl-content-issues-393053\" target=\"_blank\" rel=\"noopener\">makes a mockery of E-E-A-T<\/a>.\u00a0<\/p>\n<p>And its <a href=\"https:\/\/www.theverge.com\/23444685\/generative-ai-copyright-infringement-legal-fair-use-training-data\" target=\"_blank\" rel=\"noopener noreferrer\">source material is probably (definitely) stolen<\/a>, infringing on others\u2019 copyrights and fair use intellectual property rights.<\/p>\n<p>Promising? Sure. Ready for prime time? Not quite.\u00a0<\/p>\n<p>So don\u2019t fire your whole writing team just yet (<a href=\"https:\/\/www.theverge.com\/2023\/1\/26\/23572834\/buzzfeed-using-ai-tools-personalize-generate-content-openai\" target=\"_blank\" rel=\"noopener noreferrer\">unless they already sucked to begin with<\/a>).<\/p>\n<p>There are still a few things AI can\u2019t do and won\u2019t be able to do for years to come.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#1_Google_has_already_been_disrupting_top-of-the_funnel_content_for_years\" >1. Google has already been disrupting top-of-the funnel content for years\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#2_Spend_more_time_on_MOFU_and_BOFU_content_ie_the_less_disruptable_stuff\" >2. Spend more time on MOFU and BOFU content (i.e., the less disruptable stuff)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#3_Great_content_is_often_written_by_subject-matter_experts_with_quotes_and_nuance_to_add_color_to_a_topic_or_angle\" >3. Great content is often written by subject-matter experts, with quotes and nuance to add color to a topic or angle\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#4_Better_structure_content_types_around_the_Query_SERP_layout\" >4. Better structure content types around the Query + SERP layout<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#5_Think_more_recurring_columns_from_individuals_with_personalities_vs_lots_of_generic_writing_that_all_sounds_the_same\" >5. Think more recurring columns from individuals with personalities vs. lots of generic writing that all sounds the same\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#6_Mixed_media_increases_persuasion_consumption_and_even_memory_recall\" >6. Mixed media increases persuasion, consumption and even memory recall<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#7_Create_long_in-depth_content_that_can_easily_be_repurposed_into_more_audio_and_visual_mediums\" >7. Create long, in-depth content that can easily be repurposed into more audio and visual mediums<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#8_Illustrate_stories_with_interactive_content_and_data_visualization\" >8. Illustrate stories with interactive content and data visualization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#9_Lean_into_nuance_and_subjectivity_by_comparing_alternative_solutions_for_different_audiences\" >9. Lean into nuance and subjectivity by comparing alternative solutions for different audiences\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#10_Demonstrate_how_things_works_not_just_what_theyre_capable_of\" >10. Demonstrate how things works, not just what they&#8217;re capable of<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2023\/02\/28\/ai-cant-write-this-10-ways-to-ai-proof-your-content-for-years-to-come\/#Double_down_on_what_AI_cant_do\" >Double down on what AI can&#8217;t do<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Google_has_already_been_disrupting_top-of-the_funnel_content_for_years\"><\/span>1. Google has already been disrupting top-of-the funnel content for years\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Microsoft made waves with a massive <a href=\"https:\/\/searchengineland.com\/microsoft-bing-search-chatgpt-392789\" target=\"_blank\" rel=\"noopener\">$10 billion investment into OpenAI<\/a>.<\/p>\n<p>That\u2019s a lot of cheddar. But there\u2019s only one problem\u2026<\/p>\n<p>Nobody uses Bing.<\/p>\n<p>Seriously, no matter how you slice or dice the data, they have <a href=\"https:\/\/www.statista.com\/statistics\/216573\/worldwide-market-share-of-search-engines\/\" target=\"_blank\" rel=\"noopener noreferrer\">less than 10%<\/a> of the market to Google\u2019s ~80-90%+.\u00a0<\/p>\n<p>So will AI help? Sure. I mean, it can\u2019t hurt! It was already a ghost town to begin with.\u00a0<\/p>\n<p>I\u2019m not (just) being flippant. I\u2019m making a point.\u00a0<\/p>\n<p>Google has already been disrupting SERPs \u2013 for years! \u2013 with a proliferation of featured snippet and knowledge graphs, and instant answers that give you exactly what you\u2019re looking for\u2026 without requiring a single click.<\/p>\n<p>That means U cAn GeT yUr DrInK oN without ever clicking on poor liquor.com below (and giving them some \u201cad cents.\u201d (Get it?)<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"2_Spend_more_time_on_MOFU_and_BOFU_content_ie_the_less_disruptable_stuff\"><\/span>2. Spend more time on MOFU and BOFU content (i.e., the less disruptable stuff)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Despite Google SERPs + AI already cannibalizing your top-of-the-funnel (TOFU) content, it\u2019s less destructive for middle or bottom-of-the-funnel (MOFU\/BOFU) stuff.<\/p>\n<p>You know, the kind that actually compels people to do something \u2013 click, opt-in, add to cart, start a trial, create an account, or just hit the Buy button.\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>AI content will be similar for the foreseeable time, because the underlying technology relies exclusively on pretrained models.<\/p>\n<p>It\u2019s why machine can often beat Grand Masters at chess. They can scan and store information (read: patterns and moves) and then make decisions based on that data faster.<\/p>\n<p>Like \u201cgarbage in, garbage out,\u201d it associates data points that often show up together, then spits it back out again when called upon \u2013 without actually understanding what it\u2019s saying.\u00a0<\/p>\n<p>So while AI content can do a passable job at a simple, black-and-white query like \u201cWhat is Advil?\u201d and similar, it\u2019s less useful for figuring out if you need Advil or if you should go to the ER.\u00a0\u00a0<\/p>\n<p>Which brings us to the next subplot:<\/p>\n<p>AI content is <strong>notoriously<\/strong> wrong. Not, like, some of the time\u00a0\u2013 but, like, all of the time.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Great_content_is_often_written_by_subject-matter_experts_with_quotes_and_nuance_to_add_color_to_a_topic_or_angle\"><\/span>3. Great content is often written by subject-matter experts, with quotes and nuance to add color to a topic or angle\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The world we live in is not black and white. It\u2019s all shades of kinky, messy, sweaty grey.<\/p>\n<p>That\u2019s also why the best content is done by or with <a href=\"https:\/\/searchengineland.com\/search-marketing-subject-matter-expert-389883\" target=\"_blank\" rel=\"noopener\">subject-matter experts<\/a>.<\/p>\n<p>\u2018Cause said experts rely on primary research and verifiable facts or stats vs. baseless claims to properly prepare persuasive points.<\/p>\n<p>That\u2019s <a href=\"https:\/\/futurism.com\/cnet-ai-errors\" target=\"_blank\" rel=\"noopener noreferrer\">not what you get<\/a> with AI content.<\/p>\n<p>Plus, it\u2019s easy to spot, like the nerdiest game of whack a mole. A new version of ChatGPT is released, a few weeks later, <a href=\"https:\/\/www.timeshighereducation.com\/news\/turnitin-announces-ai-detector-97-cent-accuracy\" target=\"_blank\" rel=\"noopener noreferrer\">Turnitin can spot it with 97% accuracy<\/a>.<\/p>\n<p>Take even the title of this article. It was initially going to be a straightforward \u201chow-to,\u201d but I knew turning it into a Top 10 listicle would get more attention.\u00a0<\/p>\n<p>Knowledge of the audience should even inform the content structure.<\/p>\n<p>But that isn\u2019t all.<\/p>\n<p>The very definition of \u201ccontent\u201d continues to evolve as more and more stuff shows up in today\u2019s SERPs.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Better_structure_content_types_around_the_Query_SERP_layout\"><\/span>4. Better structure content types around the Query + SERP layout<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google \u201cHubSpot tutorial\u201d and here\u2019s what you <strong>won\u2019t<\/strong> see first:<\/p>\n<p>PPC Ads.<\/p>\n<p>HubSpot.com.<\/p>\n<p>People Also Ask questions.<\/p>\n<p>Traditional organic listings.<\/p>\n<p>Knowledge Graph.<\/p>\n<p>Give up?<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Videos!<\/p>\n<p>C\u2019mon, OpenAI. Where\u2019s your vlogging game at?<\/p>\n<p>This is a perfect segue (if I do say so myself) because the one thing that video often has over plain text is <strong>personality<\/strong>.\u00a0<\/p>\n<p>The delivery of the content in video is arguably just as (if not more) important than the actual content.<\/p>\n<p><strong>But<\/strong>. That shouldn\u2019t necessarily be the case.<\/p>\n<p>It just is. Because most writing on the web suuuuuuuuuuuuuuccccckkkkssss.<\/p>\n<p>Take the obnoxious-as-hell introduction of this article.\u00a0<\/p>\n<p>I\u2019ve worked with hundreds of brands in the past decade. And I can only count on one hand the number that would let us usually get away with something like that.<\/p>\n<p>Most want to play it safe. Water it down. Make it more generic. Make sure the Oxford comma is just so.\u00a0<\/p>\n<p>You know, because customers really care how you format em dashes. (Wait. No, they don\u2019t.)<\/p>\n<p>Get 10+ writers to drone on and on and on like the same nameless, faceless, Company, Inc. that\u2019s been the content strategy over the past few years.<\/p>\n<p>Yet, over the next few, it will die an excruciatingly-violent, Squid Games-esque death.\u00a0<\/p>\n<p>\u2018Cause AI content is already the faceless master of the universe.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_Think_more_recurring_columns_from_individuals_with_personalities_vs_lots_of_generic_writing_that_all_sounds_the_same\"><\/span>5. Think more recurring columns from individuals with personalities vs. lots of generic writing that all sounds the same\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Cue Bourdain.\u00a0<\/p>\n<p>God, I love him. And miss him. Because he would <a href=\"https:\/\/www.huffpost.com\/entry\/here-are-anthony-bourdains-most-powerful-pieces-of-writing_n_5b1a9124e4b0bbb7a0dc054b\" target=\"_blank\" rel=\"noopener noreferrer\">drop bombs on the regular<\/a> like so:<\/p>\n<p>\u201cIf you are easily offended by direct aspersions on your lineage, the circumstances of your birth, your sexuality, your appearance, the mention of your parents possibly commingling with livestock, then the world of professional cooking is not for you.\u201d<\/p>\n<p>From the thought-provoking:<\/p>\n<p>\u201cTravel changes you. As you move through this life and this world you change things slightly, you leave marks behind, however small. And in return, life\u2014and travel\u2014leaves marks on you.\u201d<\/p>\n<p>To simple quips:<\/p>\n<p>\u201cWhen dealing with complex transportation issues, the best thing to do is pull up with a cold beer and let somebody else figure it out.\u201d<\/p>\n<p>What do you call that? Journalism? Satire?<\/p>\n<p>No clue. I just call it endlessly readable. Can\u2019t-take-my-eyes-off-it watchable. Literally-LOL listenable.\u00a0<\/p>\n<p>AI can\u2019t do that. Because AI ain\u2019t got no soul.<\/p>\n<p>It <a href=\"https:\/\/searchengineland.com\/fire-clients-more-often-388842\" target=\"_blank\" rel=\"noopener\">can\u2019t make counterunitive arguments<\/a>. It <a href=\"https:\/\/searchengineland.com\/reliably-predict-seo-success-389436\" target=\"_blank\" rel=\"noopener\">can\u2019t weave a narrative that builds on itself<\/a>.\u00a0<\/p>\n<p>Not yet, anyway. And not over the next few years at this rate, either.<\/p>\n<p>Those things are self-referential. They build arguments with one brick after another, which requires leaps in logic.\u00a0<\/p>\n<p>Or they\u2019re completely counter to what \u201cmost\u201d acceptable norms might suggest on a particular topic or category.\u00a0<\/p>\n<p>Remember: garbage in and garbage out. AI can\u2019t process nuance like this yet.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center\">\n<div class=\"col-12 col-lg-3 col-xl-4 pe-md-0 pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get the daily newsletter search marketers rely on.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-7 col-xl-6  pe-lg-0\">\n<div class=\"form-nl-inline\">\n<div class=\"row g-0\">\n<div class=\"form-group col-12 col-lg-8 mb-0\"><\/div>\n<div class=\"col-12 col-lg-4 col-xl-4 mb-0\">\n<div class=\"d-none\">\n<p>Processing\u2026Please wait.<\/p>\n<\/div>\n<p>\t\t\t\t\t\t\t<button class=\"btn btn-dark inlineButton w-100 rounded-0 font-weight-bold\">SUBSCRIBE<\/button>\n\t\t\t\t\t\t<\/p><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"col-12 col-lg-2 col-xl-2 ps-1\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/searchengineland.com\/termsofuse\" target=\"_blank\" rel=\"noopener noreferrer\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Mixed_media_increases_persuasion_consumption_and_even_memory_recall\"><\/span>6. Mixed media increases persuasion, consumption and even memory recall<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When people say &#8220;content,&#8221; their minds drift to &#8220;text.&#8221;<\/p>\n<p>But the lines between content types have already evolved. And for a good reason.\u00a0<\/p>\n<p>Imagery is <a href=\"https:\/\/www.sciencedaily.com\/releases\/2016\/04\/160411155240.htm\" target=\"_blank\" rel=\"noopener noreferrer\">proven to increase memory recall<\/a>. Meanwhile, <a href=\"https:\/\/www.washingtonpost.com\/local\/serious-reading-takes-a-hit-from-online-scanning-and-skimming-researchers-say\/2014\/04\/06\/088028d2-b5d2-11e3-b899-20667de76985_story.html\" target=\"_blank\" rel=\"noopener noreferrer\">scanning and skimming is the new reading<\/a>.\u00a0<\/p>\n<p>That&#8217;s why showing people what something looks like will always, unarguably, be better than walls of text. <\/p>\n<p>You might as well be dropping 300 words of Lorem Ipsum when an image comes into view, like so:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>Mixed media helps break up content, actually encouraging more scanning and scrolling, which your crack fiend-like audience is already accustomed to online.\u00a0<\/p>\n<p>This should include everything from:<\/p>\n<p>Featured images.<\/p>\n<p>Charts and graphs.<\/p>\n<p>Visualizing a process or explanation.<\/p>\n<p>CTAs.<\/p>\n<p>Even graphics that could be repurposed for social channels, video thumbnails, and more.<\/p>\n<p>And it means anytime you explain some visual process, <strong>show<\/strong> it!<\/p>\n<p>It&#8217;s better to show people exactly how to &#8220;add a strikethrough in Google Docs,&#8221; as an example, than to ramble on and on and on and bury the good stuff in walls of text around it.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"7_Create_long_in-depth_content_that_can_easily_be_repurposed_into_more_audio_and_visual_mediums\"><\/span>7. Create long, in-depth content that can easily be repurposed into more audio and visual mediums<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You don&#8217;t need another statistic to explain video&#8217;s importance to marketing. No one does.<\/p>\n<p>So let&#8217;s skip the foreplay and focus on the important point:<\/p>\n<p>The very same long, in-depth, nuanced, interesting content that AI <em>can&#8217;t<\/em> do also lends itself really well to another human-friendly element: <a href=\"https:\/\/searchengineland.com\/podcasts-a-content-guide-for-beginners-392881\" target=\"_blank\" rel=\"noopener\">audio<\/a> and <a href=\"https:\/\/searchengineland.com\/video-content-guide-examples-393269\" target=\"_blank\" rel=\"noopener\">video<\/a>.<\/p>\n<p>A basic element is to take in-depth content and create audio summaries. Or, simply include thematically related discussion-style podcasts into related articles. The Economist does both.<\/p>\n<p>But you can and should do the same with video, especially as YouTube continues to eat away at traditional television + streaming time while also eating away at organic SERP placements, too. (See point #4 above.)<\/p>\n<p>So take your top content, or most competitive &#8220;head&#8221; terms, and create everything from product-focused walkthroughs to in-depth reviews or even motion graphics.\u00a0<\/p>\n<p>Just remember that we&#8217;re shooting for what AI can&#8217;t do = which often means more human inclusion with some talking-head elements, too.\u00a0<\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Illustrate_stories_with_interactive_content_and_data_visualization\"><\/span>8. Illustrate stories with interactive content and data visualization<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The theme over the last few tips here is to focus less on the actual content itself and more on how you deliver it.<\/p>\n<p>Specifically, make it more interactive so it is easier to grasp and more interesting to focus on for a few minutes.<\/p>\n<p>Data visualization is the natural extension, then. Again, take a cue from top publishers like The Economist, which has recently been churning out interactive content pieces like this <a href=\"https:\/\/www.economist.com\/interactive\/the-world-ahead\/2022\/11\/18\/the-weather-system-that-influences-the-world\" target=\"_blank\" rel=\"noopener noreferrer\">overview of worldwide weather systems<\/a>.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"9_Lean_into_nuance_and_subjectivity_by_comparing_alternative_solutions_for_different_audiences\"><\/span>9. Lean into nuance and subjectivity by comparing alternative solutions for different audiences\u00a0<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>AI doesn&#8217;t waffle. It can&#8217;t, by definition. It&#8217;s programmed to spit out facts like that supremely-annoying know-it-all in your office. (Err, Slack Watercooler.)<\/p>\n<p>The good news is that this dovetails nicely with the fact that online audiences are also becoming savvier. Meaning: if you just spew BS, they&#8217;ll see right through it.<\/p>\n<p>Nowhere is this clearer than affiliate-related SERPs. Sure, you can still pull the wool of the eyes of rubes in the &#8220;make money online&#8221; space.\u00a0<\/p>\n<p>But generally speaking, people are smart enough to know that there is no #1 right answer 100% of the time.<\/p>\n<p>Instead, you often compare different options for different people based on a wide range of factors.<\/p>\n<p>For instance, what&#8217;s the best dive watch you can buy right now?\u00a0<\/p>\n<p>The answer is entirely dependent on budget!\u00a0<\/p>\n<p>What&#8217;s &#8220;nice&#8221; at $100 isn&#8217;t at $1,000, $10,000, or even $100,000. (Much to my bank account + wife&#8217;s chagrin.)<\/p>\n<p>But the point is that you can and should lean more into subject-style content. <\/p>\n<p>At the very least, take a more balanced and nuanced approach to the kind of searches that might realistically work for multiple parties.<\/p>\n<p>Once again, you can up the ante here by using better design, presentation, and even development to highlight these subjective differences clearly.<\/p>\n<p>Think: comparison charts and graphics. Showcase pros vs. cons or which alternative is better depending on their budget, goals, and preferences.<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"10_Demonstrate_how_things_works_not_just_what_theyre_capable_of\"><\/span>10. Demonstrate how things works, not just what they&#8217;re capable of<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You should always strive to go the extra mile.<\/p>\n<p>Sounds trite. But it&#8217;s true.<\/p>\n<p>If the competing content has zero images, you should have five. If they have 10 stock images, you should have 10 custom ones.<\/p>\n<p>Your content will need a competitive &#8220;moat,&#8221; made up of all these elements we&#8217;re talking about today, to &#8220;future-proof&#8221; your content as much as possible.\u00a0<\/p>\n<p>My last favorite example includes calculators, tools, quizzes, and other embeddable elements.\u00a0<\/p>\n<p>Let&#8217;s literally and figuratively go that extra mile now. Say you have two ways of determining your expected finish time in a marathon.<\/p>\n<p>You can:<\/p>\n<p>Painstakingly look up your mile time on the leftmost column of a huge chart, using both fingers to draw lines between that and your distance time\u2026\u00a0<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p><strong>Or<\/strong>, you could punch in two numbers and get an instant answer:<\/p>\n<div class=\"wp-block-image\">\n<\/div>\n<p>(Hmmm. That latter example even kinda sounds like what AI is doing, anyway? )<\/p>\n<p>Remember that &#8220;content&#8221; doesn&#8217;t always mean &#8220;text.&#8221;<\/p>\n<p><strong>Yes<\/strong>. You will often need text to start. A script is the nucleus of a video.\u00a0<\/p>\n<p>But the actual presentation, format, delivery, or interaction will continue to matter more and more over the next decade.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Double_down_on_what_AI_cant_do\"><\/span>Double down on what AI <em>can&#8217;t<\/em> do<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The cat is out of the bag.<\/p>\n<p>AI will only continue getting better and better and better.<\/p>\n<p>Pretty soon, we&#8217;ll have no choice but to build digital pyramids in the metaverse in its honor.<\/p>\n<p>Thankfully, that day isn&#8217;t today. Or tomorrow. Probably not five years from now, either.<\/p>\n<p>AI can do lots of things better than you and me. However, it&#8217;s <a href=\"https:\/\/searchengineland.com\/ai-future-seo-job-security-393431\" target=\"_blank\" rel=\"noopener\">embarrassingly bad at a slew of things<\/a>.<\/p>\n<p>Compete on those latter things. On the things that aren&#8217;t easily reproducible and aren&#8217;t likely to change anytime soon. Especially the human bits that are already hardwired into our internal hard drives.<\/p>\n<p>Machines might be able to beat you at chess. But they <strong>won&#8217;t ever<\/strong> at intangibles like instincts or intuition.<\/p>\n<p>Or any other &#8220;i&#8221; word to complete the cheap alliteration joke that confirms there&#8217;s a living, breathing human typing this after all.<\/p>\n<p>The post <a href=\"https:\/\/searchengineland.com\/ai-proof-your-content-393638\" target=\"_blank\" rel=\"noopener\">AI can\u2019t write this: 10 ways to AI-proof your content for years to come<\/a> appeared first on <a href=\"https:\/\/searchengineland.com\/\" target=\"_blank\" rel=\"noopener\">Search Engine Land<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Don\u2019t get it twisted. The machines are taking over. It\u2019s only a matter of time until we\u2019re all serving aluminum overlords\u2019 every beck and call. Fortunately for all of us simple humans, that day is not today. Despite being a regurgitating raconteur, AI is still a glorified mansplainer \u2013 like the Wizard of Oz, minus the fancy haberdashery. It kinda sucks at basic math.\u00a0 It can\u2019t wrap its dumb little head around anything subjective. It\u2019s eye-wateringly expensive to run. Orders of magnitude more than Google Search. [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-8391","post","type-post","status-publish","format-standard","hentry","category-best-seo-blogs"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8391","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=8391"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/8391\/revisions"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=8391"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=8391"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=8391"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}