Happy Thursday!

Welcome to Boringmarketing.com, where you'll find "boring" marketing tactics to grow your profits via AI, SEO, and more.

I recently posted on X about how most good newsletters are moving towards a more editorial/narrative style of content.

I personally find more value in them. And that’s what I’ll try to do with this “boring” newsletter as well.

Today, let’s chat briefly about the “democratization of content creation” that we’ve seen recently.

And also talk about some ways to combat this.

Let’s dive in!

How to Combat Democratization of Content Creation

Not sure if it’s for the good or bad (I’ll lean towards good) -

The biggest change that 2023 has brought with it is

the ‘democratization’ of content creation

Be it SEO, X, LinkedIn, TikTok, or communities like Reddit, we can see so many new creators sprouting up every day.

Anyone and and everyone is equipped with the tools and resources needed to create decent quality content

This democratization of content creation has led to an exponential increase in content across the internet.

Also, distribution has never been easier.

The repercussions of this have been:

• The bar for creating content has been lowered - which is a good thing.
• This has led to lots of spammy, low-quality content.
• This has also resulted in very high competition. Creating “good quality” doesn’t make the cut anymore. You have to create top-notch quality content if you want good results.

In short, this easy access to content creation has both positives and negatives.

The positive side?

Yes, competition is crazy; but there’s a simple trick for you to stand out with your content.

The antidote: branding and perspectives

While access has increased, so has the emphasis on uniqueness, value, and expertise.

Because the AI can’t do everything (at least not right now)

• Experience
• Expertise
• Unique perspective
• Narrative
• Personal anecdotes
• Nuances

these are some of the elements that AI content lacks.

And right there, that’s your answer.

You can easily stand out, beat competition, and gain grab attention by simply bringing in these elements into your content.

Branding and perspectives are the perfect antidotes to commoditized, AI-fueled content.

By developing true expertise and points of view, brands can create original narratives that engage and build authority.

While AI can synthesize information, only subject matter experts can provide informed analysis and opinions. Developing a unique brand perspective gives consumers a reason to tune into your brand specifically.

These differentiated perspectives should shine through in content across formats. Whether long-form narratives or short social commentary, content with a clear perspective helps cement brand authority.

Don’t believe me?

You'll have to believe Google.

Google has to say the same

Google itself has started to emphasize brands and expertise in search rankings and user experience.

Their helpful content update aims to surface pages known for expertise, authority, and trustworthiness. This gives perspective-driven content a boost.

There’s more:

• Google’s new “Perspectives” feature - where you can learn from others' experiences through different content formats/platforms like YT shorts or TikTok videos.

• Emphasis on community-driven content - “Discussions and forums” is a new SERP feature where you can find content from Reddit, Quora, and even smaller niche communities.

• ​Google search notes - Google is recently testing the “Notes” feature where searchers can add their own notes to Google searches and others can read these notes—like comments but on Google search.

Crafting perspectives with authenticity

Now how do you bring unique narratives and perspective into your content?

There are various ways to do it:

1. Instead of talking about “how to do” something, talk about “how you did/do” something. What were the results and what did the journey look like?
2. Don’t be afraid to show both sides of the coin. The content becomes more authentic and believable when you also talk about the negatives.
3. Be polarizing. People love contrarian opinions that shake their beliefs and motivate them to do something. Make sure you really stand by these opinions.
4. Collaborate with subject matter experts to bring in multiple perspectives and opinions into a piece. Takes a lot of effort, but nothing like this one!
5. Get creative. I know this sounds cliche, but don’t just state the obvious. Try to get creative with your content or delivery or both.
6. Be authentic. If you are not being authentic to your brand/personality, people will come to know.
7. Go multichannel. Nurture audiences through perspective-driven narratives told across multiple pieces of connected content.
8. Promotional content is fine but prioritize value-add consistently for credibility. Don’t force perspectives randomly – let them emerge naturally to avoid sounding preachy.
9. Finally, align formats and styles to the target audience's stage in the buyer's journey.

If you/your brand is struggling to stand out amidst the deafening noise, remember that EEAT combined with unique narratives is the way forward.

Moreover, the threat of AI proliferation will only accelerate going forward.

Begin cultivating these tactics today to future-proof your brand's existence on this vast internet.

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