Personalize Your Content: Humanizing Your Brand in an AI World

Nowadays, when we browse the internet, we are bombarded by AI generated content, images, and videos. With this increase in AI content, it’s more important than ever to personalize your content and humanize your brand. 

AI Is Redefining Visibility—Here’s Why Your Human Touch Still Wins

Within the sea of AI content, people are seeking out articles, images, and videos that are created by real, actual humans. While AI can help to provide the base content of an article (although, not this article–this article was completely handwritten with no guidance from AI), it is never advised to use what AI generates word for word. 

First, AI can make mistakes. If you do not proofread the content AI provides, you may put content out into the world that gets your services wrong or your contact information wrong. However, possibly even worse than those mistakes is that AI will never truly understand your mission and vision, no matter how much you train it to write in your voice. While AI does do many things well, it will never be able to make a human to human connection. Finally, make sure that all the facts are correct, as you don’t want to publish false or misleading content.

Why It’s so Important to Personalize your Content

Rather than lean so heavily on AI, if you are going to use it, use it as a tool, not as an employee. AI will never understand your personal life experience, and it is this experience that your potential clients are drawn to. They want to know your story, what makes you so unique, and how your experience makes you the expert you are today. The best way to do this is to infuse your personality with your expertise into your online presence. This means within your website, social media channels, and email newsletter. 

If you are struggling with what to say, sometimes thinking about things from another perspective can help. For instance, rather than focusing on how to promote a product, consider the stories that only you can tell. For example, why is your product or service so important to you? Why are you so passionate about what you do? By communicating your authenticity, your story, and your passion, you are showing your clients why they should work with you.

Another way to make genuine connections with your audience is to provide frequently asked questions (FAQs) that speak to your real-world experience. Think about what your clients are struggling with and how your product or service helps to solve their problems. Speak to how their lives will benefit from your product and service and why you are the right choice for them. Once again, to personalize this content, it’s always a good idea to explain why you are so passionate about your products and services.

When it comes to social media, people connect with real images of you, your team, and your process. In reels and videos, making mistakes makes you human. Also, be sure to include fun behind-the-scenes content, such as your team on the job, on the road, or even just at their desks. Your audience wants to see the real you, and the more real you can be, the more they will connect with you.

Service Pages vs. Blogs: Building Authority in the AI Search Era

As for your website content, both your service and/or product pages and your blog posts are very important methods to providing information and personalized content. While a blog post can speak to your services or products, keep in mind that the point of a blog post is to drive traffic, while the purpose of a service page is to convert potential clients to paying clients. 

Humanizing Your Service and Product Pages

Your service and/or product pages should answer several questions for your audience. However, the most important question that needs to be answered is ‘how will my life or business benefit from this product or service?’. This answer should be easy for your audience to find, and can be addressed in multiple ways, such as in your process and in the FAQs.

When it comes to the different sections on a service or product page, you want to clearly define what your service is, what it does, what the process is (if there is one), and provide FAQs that go even deeper into why your service is the right choice. FAQs are also a great way to add searchable terms and questions for search engines and even AI tools to crawl and display to your potential clients.

While AI can help to organize content and provide inspiration, it is always recommended that a real human, whether that’s yourself or a content writer, write the content that is on your service pages. If you do not provide a human to human connection, your content will feel stale and generic, which will cause your potential clients to seek out other solutions. By using human written content, you will increase your brand authority, because only you can add your personality and expertise to it.

Also, keep in mind that service and product pages are meant to only have one call to action. Do not distract your audience by providing links to every corner of your website. Instead, your CTA needs to be the next step you want your clients to take, whether that is directing them to purchase a product or contact you for more information.

Personalizing Your Blog Posts

While service and product pages should explain how your potential client’s lives will improve with your services, it is in your blog posts that you can get really specific on the topics pertaining to your offerings. For example, if you are a dentist, you can publish blog posts on what foods to eat and what foods to avoid, or even proper toothbrush techniques and practices. By writing blog posts on a specific topic (like how to personalize your content in an AI generated world 😀), you can help to drive traffic to your website, build trust with your audience, and establish your business as an expert in the industry. The more helpful your blog posts are to your audience, the more likely they will continue to seek out your knowledge and expertise.

It is also important to link to other blog articles and pages you’ve published in order to double down on why you are the expert. While AI can help to provide similar articles you can link to, sometimes only you will know the best additional articles your audience should know about.

And again, we want to reiterate that while AI can help to write blog posts, you shouldn’t let them write the entire article. It is your expertise that your audience wants, not that of an AI.

Can you use AI during your process?

We are not saying that you shouldn’t use AI at all. AI is here to stay, and as long as it is used minimally, there is nothing wrong with leaning on AI for support and inspiration. However, no matter how you use AI, remember to always personalize your content by adding in what makes your business unique and why you are so passionate about your industry.

If you are looking for professional support with your marketing, social media, or website content, contact us today.