This is my third post in a four-part series on how artificial intelligence is reshaping search, discovery, and content strategy. Last time, I talked about building a presence across the new “content ecosystem,” making sure you show up in all the places where your target audience spends their time.
The next logical step, then, is to speak to what keeps them there.
In a word, it’s TRUST. You can buy reach, but you can’t buy credibility. In this crazy digital world where AI is redistributing everyone’s ideas, the real differentiator is still…
YOU.
I have a theory based on experience and observation, and it goes like this: Yes, we’re living in the most automated era in history, but people want – no, crave – authenticity, now more than ever.
I know AI is being used to outline content. Summarize information. Even write (somewhat) decent drafts. But it’s called ARTIFICIAL for a reason…
It can’t feel!
It can’t bring human experience, emotion, and judgment to the discussion. And that is exactly where thought leadership enters the picture. Real thought leadership, however, doesn’t start with content. It starts with conviction.
AI content alone just isn’t enough. People want to know that a real person stands behind what’s being said. Guess what? Google agrees. As a result, EEAT (Experience, Expertise, Authoritativeness, Trustworthiness) has become the new compass for content that ranks higher.
Real thought leadership is taking hold. It’s happening everywhere. On podcasts that sound real and not scripted or rehearsed. On LinkedIn, where the posts stop talking just about the brand and start talking like a person. On video, where tone and body language communicate more powerfully than the words.
Here’s the real “secret"…
AI can’t fake YOU.
Given that truth, double down on those things that AI can’t replicate, like original insight and personal stories. Share lessons you’ve learned. Just be real.
When you speak through Experience and Expertise, and speak with Authority and Trust, people listen. And here’s the bonus – when people listen, so does AI – pulling your name, your content, and your brand into the next set of search results.
Trust has always been one of the true foundations of successful marketing. Using AI language, I suppose you could call trust the new algorithm.
Next week – how to turn that trust into measurable results.