We buy from people, not machines. This adage is as true today as it was a hundred years ago, but with artificial intelligence creeping ever more presently into our lives, it can feel challenging to maintain a personal touch as you market your business. Fortunately, there is a solution to this, and, you guessed it, it’s a person.
The Importance of Human-Generated Content in Building Relationships
The rise of AI-generated content has created a buzz among marketing professionals, and like any new technology, there’s a mix of fear, curiosity and hesitation to jump on the bandwagon.
Despite any potential reservations, however, AI is a bandwagon many business owners are keen to ride. The tool is fast, cost-effective and can deliver a power-up to marketing efforts.
But it also comes with limitations. A big one is that it lacks empathy, emotion and understanding of human behavior and relationships.
As potential clients go online to search for solutions, they’re looking for authority, expertise and trustworthiness. Google gets this. In fact, it uses these exact criteria as it evaluates its search ranking systems.Recently it added another E: experience.
Only humans are experienced authorities, and only humans can produce authentic content that resonates with readers.
Bridging the Divide
The emergence of any new technology has a way of rattling people. Generative AI is no different. As we wade through these waters and learn to coexist in this new environment, we should never lose sight of what marketing is all about – relationship building. As much as we want to lean on technology, it’s not human and never will be.
To close the deal on your marketing efforts and build lasting relationships that will pay dividends for years to come, turn to professionals who have been doing this for their entire careers (yep, that’s us).
About James Schulman
James Schulman is the co-founder and Managing Partner of TFG Marketing + Design, an Austin-based marketing and design agency founded in 2011. He leads the company's SEO, GEO, and data strategy practices across 16+ US states and 45+ industries. His work has driven results including 1,000%+ website traffic growth for a Florida law firm and a content strategy generating $3M+ in annual consulting revenue for a construction firm.
