The importance of the human touch in content marketing

The complexities of digital marketing (along with computer anxiety)  are often given as reasons why SMEs procrastinate on the core work of marketing.

But are they? Or are they just the latest excuse (in a decades-long list) for SME operators to AVOID the anxiety-creating work of actually marketing their business. 

More and more small businesses are jumping on the A.I. content bandwagon. They’re using AI to generate digital marketing content instead of developing original content. It’s seen as “easy”.  However, is it actually avoidance behaviour - to avoid the real work of marketing?

And could it turn out to be a big ranking risk?

SMEs have been avoiding marketing for at least 40 years - and probably longer.

Back in 1986 - well before there was an Internet - Michael Gerber wrote a global best selling book on the challenges of small business called The eMyth, which has since been through multiple editions.

One of the key challenges Gerber identified was that SME operators need to fill three key business leadership roles in order to create good businesses:

1. Operations Manager (Technician)
2. Finance Manager (Administrator)
3. Marketing Manager (Entrepreneur)

(REMEMBER: There was no Internet in the 1980s - the “E” in eMyth is for “entrepreneur”.)

The business of business is marketing

Gerber’s core observation was that most SME operators tend to be excellent operations people who have a sudden “entrepreneurial attack”.  So they start a business BUT then fall into the trap of focusing on their execution expertise.  

They stick with their expertise and neglect working in (or on) the two other key roles for successful business:

1. Finance and Administration
2. Marketing

Forty years later, it’s still happening - and its costing SME businesses increasing amounts of money in online services as they:

• build websites, 
• skimp on professional copywriting, 
• pay for SEO (in time if not money), and 
• treat content development as a time-consuming, least effort chore.  

WITHOUT doing the real work of business - their brand definition and development.

A lot of SMEs are too busy to “get around to” marketing and branding. The result?  They end up complaining about their website being “a super-expensive brochure” - along with the amount they’re spending on PPC ads.

They don’t do the fundamental business-building work of developing a compelling brand.  They don’t do the development work to create compelling content and copy that explains their brand. They don’t tell their story in their customers’ terms.   Somehow, this essential work always seems to get delayed, avoided or abdicated.   

Their website fails to rank, and does “6/10ths of stuff all" for their sales.

A.I. is now taking SME marketing IN-efficiency to a whole new level

I felt really sad recently - when I read about the horrible experience that led a college professor to resign from her job. Learning is part of my DNA - and good teachers have been invaluable throughout my business and my life.

Yet here was a professor who had got SO sick of reading her students’ AI-generated lowest-common-denominator, everybody-knows screeds - submitted as “original essays” - that she QUIT.   In a time when the world needs good teachers more than ever, that is a tragedy.

The same thing is happening in content marketing

When you set out to create content to help build your rankings, it’s important to understand just how much human voice and style matter.  Your content needs to reflect your brand's unique personality, values, and story.  A.I. can't replicate this.

The ability that exists today - to use tools like ChatGPT to generate content - is creating a flood of boring, generic content that (like past “SEO tricks”) is likely to backfire on the websites that use it to cheat.

All around the world, LLM tools are being used to generate articles for “content marketing”. The pieces they generate are content - but they’re not valuable content.   

A.I.-generated content lacks originality - it typically uses recycled phrases and lacks an authentic voice that resonates with readers.

A.I.-generated content lacks the human perspective that adds depth.  It can’t produce content with the personal experiences, emotions, and storytelling that create a human connection with your audience.

Google won’t resign - but it will respond

Unfortunately for the inexperienced, as search engines like Google seek to identify good quality content to rank for Experience, Expertise, Authoritativeness, and Trustworthiness (E.E.A.T.) - AI-based content generation strategies are going to become riskier and riskier.

Google learned how to identify (and penalise) websites that used white font on a white background to fool lt.   Google learned how to identify (and penalise) pages stuffed with keywords that didn’t match their content.

Google - and the other search engine algorithms - will learn how to identify (and penalise) AI-generated content.   And it may not take them that long.

I’m expecting there to be a point in time when the websites busy putting up generic, AI-generated content - because “it’s so easy” - may be in for a not-so-great result in their rankings.

AI is a good tool for SUPPORTING human creativity

Use AI for what it’s good for - expanding your thinking.  Use it for:

• Research assistance: A.I. can help gather facts, analyse trends, or highlight different angles - but leave the interpretation and narrative crafting to humans.
• Content outlines: A.I. can help generate a structured outline or highlight potential content pillars, but the fleshing out of ideas should be uniquely your own.
• Brainstorming tool: Use A.I. for content idea generation to avoid writer's block, but always ensure the final product reflects your authentic brand voice.

Use it for what it’s good for BUT be sparing.  Make sure that the content you publish maintains its humanity.  Make sure that it  is human-generated and human-oriented - even if it is A.I.-assisted.

The core business of business is marketing and branding

People pay businesses to do things they can’t - or don’t want - to do for themselves.

The core work of business is to know what your customers want and why they buy from you. It is so basic that it sounds trite - but it’s endlessly amazing how often it is poorly done (and sometimes completely ignored).

If you don’t know - or can’t put into words - who you serve and why they buy from you then your business will struggle.

Every brand has its own voice, mission, and message—these are essential for building customer trust and brand loyalty. If you can’t express your Unique Selling Point, your true Authority, your values and your purpose IN WRITING, then your business will struggle to remain sustainable.

If your focus, your copy and your content is on your products and skills and services - instead of how you meet your customers (often unspoken) needs and desires - then your business will struggle.

An unexamined business… struggles to make content

Philosophers tell us: “An unexamined life is not worth living” (possibly Socrates)

A pro content-writer in my network has adapted that quote for her own purposes;

“An unbranded business is expensive to market - and a risky content customer.”

Your customers are human - and they will connect better with relatable stories and real human experiences. Give them stories that help them understand you and your business, stories full of personal anecdotes and original viewpoints and customer experience.  Those are the stories that will foster stronger engagement.

Visitors will stay on your website to read those stories - and search engines will notice that they stay (and reward you).

Struggling to generate content ideas?  Use your !@#$ branding!

Read your branding material - the documents where you have written down your USP, your values, your offers - that all your staff are familiar with.

Refresh your understanding of your ideal customer groups - their demographics, their market segment, their customer journey.

Pull up the diagram you have of your sales funnel and the process(es) that move prospects  from “cold” to “warm” to “customers”.

Read your testimonials.

Think about your existing, ideal customers, Think about the results you’ve created for them.  Describe the needs they didn’t even know they had that you filled.

Don’t have good branding and marketing?  Build it backwards -  from your content

Work backwards from customer stories and customer experiences.  Use your content development process to reverse-engineer your brand, USP, values and value propositions.

If it’s just feeling all too hard, then hire an actual person to get you started.  Find a content professional.  If you’re on a tight budget, find one who offers Content Coaching (helping you generate ideas) or Speed Blogging (conversations that harvest content ideas)

A process that reverse engineers your core branding and marketing out of your content gives you a “twofer”:

1. Quality, EEAT content that will lift your search engine rankings over time, AND
2. Brand clarity and marketing foundations that will inform everything from your social media posts and your SEO keywords to your next website design.

Use the SEI Tool as a framework to minimise A.I. content risks

The SEI Tool and methodology emphasise building genuine, lasting relationships with both your audience and search engines—principles that align perfectly with maintaining a human touch in your content.

• Trust: Google rewards websites that are seen as trustworthy. Writing original, thoughtful content that reflects your brand’s values and attracts backlinks is key to building this trust—A.I.-generated content lacks this depth and authority.
• Relevance: While A.I. can help with keyword suggestions and research, humans are better suited to weaving these keywords into meaningful narratives that directly answer user queries, ensuring your content remains relevant.
• Consistency: Regular, high-quality content is key to keeping your audience engaged. A human writer, focused on delivering valuable insights, will produce content that feels more genuine and consistent with your brand’s voice than content churned out by A.I.
• Engagement: High-quality, human-crafted content is more likely to encourage users to engage, whether by commenting, sharing, or interacting with the material. A.I. can’t replicate the warmth or relatability that human stories bring to the table.
• Reputation: Positive customer reviews and external validation strengthen your brand’s online presence. Engaging and thoughtful content, written by humans, is a critical factor in earning this trust and building your reputation.
• Identity: Your brand’s identity is reflected in the tone, style, and values conveyed through your content. A.I. can assist with structure and ideas, but it takes a human touch to craft content that aligns with your brand’s distinct personality and visual identity.
• Longevity: Crafting a long-term, sustainable online presence requires consistent effort. A purely A.I.-driven approach may lead to quick fixes but won’t build the enduring presence you need. The SEI methodology encourages a holistic approach to digital marketing—applying both A.I. and human creativity strategically to create a lasting impact.

Your content is your brand's voice

Ensure your content remains true to your message and personality—this will foster lasting relationships with your customers and prospects -  and their engagement will stand out to the search engines measuring your site’s performance.

Author: Leigh Baker 

   Content Aficionado, Founder of Think Act Regenerate

   Socials: LinkedIn

   Websites: LeighBaker.com.au / / ThinkActRegenerate / /  Words4Websites