In a world where AI tools are rapidly redefining content creation, standing out as an expert source calls for authenticity, originality and the human touch.
We’ve entered an era where genuine insights, unique perspectives and first-party data are the real differentiators. We’re simply all exhausted by the deluge of recycled thoughts.
But don’t get it twisted.
By inserting artificial intelligence into your thought leadership strategies, you can set your brand apart.
Let’s explore how AI can support authentic thought leadership by enhancing data analysis, idea generation and content optimization.
Being an Expert Source in the Era of ChatGPT
Even AI platforms like Jasper recognize the shifting landscape. They note the need for more well-rounded content strategies that incorporate novel ideas and proprietary data, moving away from over reliance on SEO-driven content.
READ: SEO-driven content includes blogs written specifically for ranking purposes. It tends to follow a template, includes definitions and has gained a reputation (alas, not always true) for being repetitive and unoriginal.
Where SEO content once absorbed 75% of efforts, Jasper predicts this will drop to 50%, with thought leadership, research and insight reports, and sales enablement filling the gap.
This suggests a renaissance – one in which teams will invest in more surveys, conduct original research and publish truly counterintuitive thoughts.
The need for authentic content with unique insights has prompted marketers to prioritize expert source interviews, act more like journalists and share content that is wholly unique.
This imperative extends across various platforms, from social media to blogs, speaking engagements and media interviews. Original quotes from experts emerge as a crucial human differentiator, providing a breath of fresh air.
For example, we’re hearing from journalists that they’ve implemented policies that check byline content for the use of AI and readily deny submissions that are overreliant on the technology. Additionally, many reporters are running email responses through AI checkers or doubling down on phone interviews to prioritize capturing unique ideas and real quotes.
Nicole Fallon-Peek, Co-Founder and Editorial Director of Lightning Media Partners, notes, “There’s a lot of garbage out there on sites like HARO (now SOS), and I’ve found the best way to get high-quality quotes is by leveraging my relationships with PR agencies whose clients can provide insights on the topics my team is writing about.”
Brands should be zeroing in on their unique expertise. To truly stand out and add value, communicators and writers must emphasize:
- Sharing personal experiences and reflections to prove expertise
- Telling customer and employee stories
- Talking about mistakes, learnings, pivots and triumphs
- Bringing forward emerging trends with predictions
- Discussing specific obstacles and challenges to demonstrate familiarity
- Utilizing first-party data to provide concrete evidence
- Offering forward-looking points of view that contribute to industry discussions
How Can Thought Leadership and AI Work Together?
It’s true that you can’t have AI entirely write thought leadership content for you… But it can help.
While originality will reign supreme, AI is here to stay and communicators need to master its use to enhance their workflows and outputs. Try to view AI as a way to power up your thought leadership.
At Belle, we use AI as a resource for things like research, idea generation, drafting and proofreading, but we always further enhance and incorporate human creativity, real-life expertise and fact-checking in our processes.
Here are a few ways to use AI for thought leadership support:
Data analysis
AI excels at analyzing large datasets to identify patterns and trends. First-party data is king in thought leadership. Rather than relying on data from other sources, providing unique findings within your performance data can quickly elevate your standing as an expert. Securely upload data sets and ask AI to uncover trends, check for anomalies, make leading predictions and more.
Gap analysis
Don’t be afraid to welcome AI into the brainstorming process. AI tools can identify topics that are underrepresented or avoided in mainstream discussions, offering thought leaders the opportunity to address gaps and present fresh insights. This can include exploring counter-narrative opinions or addressing questions that others in the industry may be hesitant to tackle.
- What questions are people in [industry] afraid to answer?
- What false things do people in [industry] believe to be true?
- What are the most important topics in [industry] that are the least likely to be covered by popular news outlets or influencers?
- Compare lists of target audience concerns and trends, finding novel connections that are unexplored.
Organize ideas
Just like AI can analyze data, it can analyze text and voice. Upload executive interview transcripts, podcast interviews and notes from conversations with SMEs to speed up thought leadership development. Tools can uncover novel insights, summarize key ideas and find stand-out quotes within materials and then help organize into content briefs and outlines.
This works for real-time audio, too. Don’t hesitate to “go on a walk” with AI and have a back-and-forth conversation, unearthing new ways to organize your expertise. Try a number of queries, encourage debate and continue to tweak your inputs to receive different feedback.
Optimize content
Anyone who has worked in content knows that the truth remains that genuine thought leadership content is difficult to get on Page 1 of Google. But with AI, you can optimize your thought leadership content for search engines without compromising its quality or originality. AI can offer up spots to enhance readability, point out where you might have gaps in your thinking, make headlines more compelling and incorporate key phrases throughout.
Enhance Thought Leadership with AI
In the age of AI, we’re entering a time where thought leadership holds more power than ever, providing a crucial differentiator in a market overwhelmed by generic information.
Journalists, search engines and consumers alike have developed natural defense mechanisms to filter out the fluff. We’re all weary of misinformation and tired of content that adds no value.
This has prompted a renewed emphasis on originality and expertise. But, AI tools offer numerous ways to enhance thought leadership. The two must coexist.
Modern thought leadership is about harnessing personal expertise, stories, opinions and emotion AND the power of AI to offer up fresh, thought-provoking, and truly unique content.
