— by Terra Elan McVoy
You’re hungry for consistent content that keeps your ecosystem full and fresh. We get it. And we also get that, for the time being, automated content tools (which I fondly refer to as “C-3PO”) are right now the Ramen noodles of content creation: quick, easy, and there for pretty much any occasion.
But just as discerning palates (or, for that matter, healthy bodies) can’t survive long-term solely on instant noodles and sodium packets, relying exclusively on “C-3PO” can lead to a malnourished brand presence that lacks authentic flavor. With brand competition increasing exponentially on a weekly basis, this is dangerous for your bottom line — not to mention your growth.
Ample research (and well-respected experts) have all demonstrated that authentic storytelling and personal connection are key factors to sustained client engagement:
“[N]ot only do 90% of customers report that authenticity is an important factor in deciding which brands they like, but Millennials and Gen Z (almost 140 million people) now prefer brands that are ‘real and organic’ as opposed to ‘perfect and well-packaged.’ — Aimee Meester, Forbes Business Council Jan 2023
So let’s dig into why these tools can certainly be handy in certain circumstances, but why ultimately, more is required to translate your authenticity to tantalize your ideal clients with flavor that both sings and satiates.
First Thoughts Without Having to Think
Auto copy generators powered by artificial intelligence have more than proven to be game changers for busy professionals, because they can whip up a whole buffet of content in a matter of seconds. For those juggling multiple tasks (and platforms), this convenience can save precious time, and therefore what feels like money, too.
And we won’t lie — they can provide a handy starting point, especially for those intimidated by the blank page. We’ll agree they also often employ serviceable structures, and certainly serve up SEO-friendly keywords — a bonus that can be especially helpful for those with an eye on visibility.
Skipping over first thoughts, however, can come with a high price. As Natalie Goldberg says in her (extremely helpful) book Writing Down the Bones, “First thoughts have tremendous energy.” They are what will actually give your thought leadership the most strength and authenticity, even if you need help getting them articulated.
But that’s not the only reason you shouldn’t leave “C-3PO” at the helm.
One-Note Wonder
We aren’t the only ones who have said this: even after well-crafted prompts and coaching, the content composed by these auto generators usually requires time-consuming editing in order to infuse it with the personal touch that truly sets you apart. What they produce is akin to the difference between a handcrafted meal built upon a family recipe and artisan ingredients . . . and a microwaved pot pie. Sure, both fill your stomach — but one is a soul-feeding experience that delights all your senses, while the other simply plugs the hole (often with regret).
Our Connector Ryan writes about this idea a little more in depth when comparing Instant Pots, Slow Cookers, and Air Fryers, but the gist is, when you rely on “C-3PO” to write your content, without painstaking revision (that often takes more time/money), you might as well be serving the same gluteus dish as everyone else at the buffet.
He Just Can’t Read the Room (Or Much Of Anything Else)
Your brand is yours — with its own voice, values, and quirks that make it unique. And no matter what you tell him (or how sarcastic you are about it), “C-3PO” lacks the ability to capture the nuances of your brand’s story, your vision, or the passions that drive your business. As a result, the content produced won’t land with your target audience, because it can’t accurately reflect what you truly stand for.
Thought leadership is proven to resonate with the clients, partners, and collaborators you want to attract and retain. But to do so effectively, it needs to come from your best thinking. To successfully grow your brand, anyone who comes across your thought leadership (in a social post, in person, on your website, etc.) needs to trust they’re dealing with a real, engaged, field-elevating human — instead of a faceless entity who doesn’t know them from a heap of droids.
Being a thought leader also means you actually know what you’re talking about. It involves incorporating the things Google already looks for and favors: Expertise, Authoritativeness, Trustworthiness, and Experience (or E.E.A.T.). Fortunately, if you’re following the path of a true thought leader, you’re already doing all of this: conducting and nurturing conversations with others, making connections, speaking from your authentic beliefs, knowledge, and vision, and staying on top of the most relevant, interesting, and insightful information out there regarding your field.
Sadly, none of this is anything — even if you tell it to try — any auto content generator can accomplish. (They don’t even know how to cite sources properly, the English teacher in me needs to point out.)
If you want to be a thought leader, you need to think, lead, and converse intelligently and authentically on your own two feet. And it’s okay if that requires assistance. Just make sure it’s from friends who won’t bail at the first sign of a stormtrooper.
Work with Humans Who Grok You
We promise we won’t be hurt. We understand why you may still add auto copy generators to your content creation utility belt, especially for initial drafts or brainstorming. (Even we have done so.) But if you intend to generate consistent, effective thought leadership content of any kind, shortcuts and robots just won’t get you there.
Instead you need strategists, storytellers, thinkers, and listeners who can ask you the right questions, make the nuanced connections, get equally excited about sharing what you can do to elevate your field for good, and then turn out authentic, well-researched, quality thought leadership content that — to bring our food metaphor back full circle — keeps your unique flavor at the forefront.
Whether it’s monthly blog content, podcast scripts and talking points, case studies, editorials, presentations, proposals, or anything else, the humans at Rootstock are excited to hear more of what you think, and help you message it to the right people. Let’s start a conversation.