Beyond AI-Generated Content: A Guide to Standing Out When 50% of Web Traffic Disappears

Hello go-to-market leaders, strategists, and innovators! 👋 Thank you for dropping by to learn practical AI applications and gain strategic insights to help you grow your business and elevate your team's strategic value.

Quick Take

Content creation is changing fast. AI makes it easier than ever to create good content at scale. At the same time, AI search tools are changing how people find information, often giving them answers without clicking through to websites.

Gartner predicts that we could see 50% less web traffic as a result by 2028.

So how do we create content that stands out when:

• Everyone has access to powerful AI writing tools

• More content is competing for attention

• The ways people find and consume content are shifting

I'm seeing successful teams rise above the noise by focusing on three key strategies:

1. Creating content AI search can't ignore

2. Finding stories others miss

3. Telling authentic stories

Prefer to Listen? Try the AI-Generated Podcast

For those who prefer to consume information through audio, I've used Google's NotebookLM to transform this newsletter into a short podcast episode, featuring a natural conversation between two AI hosts. You can listen to it here.

Disclaimer: This podcast was generated by AI based on this written newsletter and reviewed by me to ensure ethical and responsible AI use. It's designed to provide an efficient, more inclusive way to consume information.

Create Content AI Search Can't Ignore

We're in a new era of content discovery. When people use AI search, they often get answers without visiting websites. The opportunity is when AI tools cite their sources.

When your content is truly valuable, AI systems will reference it and send interested readers your way. You might get less traffic but visitors are more qualified.

You'll win at AI search by being truly helpful, not by trying to game the algorithms. Share clear steps that work. Back up your ideas with real examples. Show what you've learned from doing the work.

When you deeply understand your target audience, you can create content that answers their questions directly.

Want to learn exactly how to make your brand and content relevant in AI search? My previous newsletter titled "Make Your Brand Sourced and a Top Result in AI Search: Practical Strategies for Marketers" shows you how to:

• Identify your audience's key questions

• Track how AI systems find and share content

• Build content that naturally rises to the top

Below is a sample of how six AI assistants responded to an inquiry. It gives insights into what content bubbles up and the sources cited. Doing this type of research using AI is just one of the steps I cover in the newsletter referenced above.

Chris Andrew, CEO of Scrunch AI, discusses the importance of understanding buyer intent and not focusing on trying to game the AI search system.

"Don't chase algorithms or stuff content with keywords.

Focus on clear and concise answers.  AI crawlers are designed to prioritize content that is structured, relevant and clear.

When your content is truly valuable, both AI systems and humans will naturally want to reference it."

Find the Stories Others Miss

Most teams focus on creating more content. Smart teams create different content. Here's how to do it with AI.

I built a special version of ChatGPT (called a custom GPT or custom Generative Pre-trained Transformer) that's trained to find new angles on common topics. Think of it as your personal content brainstorming partner that knows your industry and audience. I named it Persona- & Buyer Stage-Specific Content Creator.

Here's how it works.

Train it with your knowledge about:

• Customer personas and journeys

• Positioning and messaging

• Industry trends and beliefs

• Brand guidelines

Then ask it to find unique stories that:

• Challenge common beliefs not backed by data

• Reveal overlooked but important areas

• Connect unexpected dots across industries

• Offer fresh perspectives on trending topics

• Offer counter-narratives that receive less coverage

Collaborating with AI in this way not only gives us new ideas, it also jumpstarts our thinking quickly.

The short video below shows the custom GPT in action and a behind-the-scenes peek at its instructions.

A master of content and digital marketing, Andy Crestodina, is trailblazing in how to stand out in a sea of average AI-assisted content.

"The two future-proof, highly differentiated formats for content are original research and strong opinion. They're special partly because AI can't produce them… but AI can definitely help you find those opportunities.

Ask your favorite LLM which common assertions are unsupported with data (your next research project) or what counter narratives you're audience would find provocative (your next thought leadership post).

Now more than ever, original research and thought leadership are winners in content marketing."

Tell Stories That Connect

Let me share a real example of storytelling.

A few years ago, I wrote about an incredible African adventure with 15 dear friends from across the country. We tracked mountain gorillas in Rwanda's Virunga Mountains and saw the Big Five in South Africa's largest private game reserve.

But the most powerful stories came from the people we met along the way.

One moment stands out. Our guide Francis said something that changed my perspective: "The gorillas welcomed you into their home. Now, it's on you to amplify their voice."

It's amazing how our travel experiences turn us into storytellers. Check out the full story of our African adventure with business storytelling tips here.

This journey taught me three key principles about creating content that connects:

1. Go Beyond What We Make to What We Make Possible - Don't just talk about products and features. Show how technology helps teams find cures for diseases, create new ways of learning, improve how we work and live, and more. Make it real by showing how to get there and our role in it.

2. Make the Customer the Hero and Us, the Guide - People don't buy what they want. They buy what they want to be - an innovator, game changer, generous leader, inspiring mentor. Be like Yoda to Luke Skywalker. Encourage, enable, and empower your customers to achieve their potential.

3. Educate, Entertain, Amaze, and Inspire Action - It's not enough to educate and entertain. You need to amaze your audience by showing the journey: the starting point, challenges overcome, and final impact. Then inspire action by helping people see themselves in stories about topics they care about.

Karrie Sanderson, a former CMO and exceptional brand marketer, believes in the power of storytelling.

"Marketing isn't just about selling—it's about creating meaningful stories that speak to both the mind and the heart.

Every story should bridge practical solutions with genuine human experiences. Marketers should recognize that behind every interaction, there's a real person seeking not just a product, but a solution that understands their deeper needs and aspirations.

Great brands don't just deliver functional benefits; they create emotional connections with their customers."

Your Next Steps

You don't have to tackle everything at once. Start with one small step in each area:

• Look at your top three customer questions. Create content that answers them completely, with real examples from your experience.

• Choose one common belief in your industry. Dig deeper to find a different angle that others haven't covered.

• Pick one customer story that shows your bigger purpose. Share not just what happened, but why it mattered.

Remember this golden rule of marketing, especially in the AI era:

Which of these three approaches resonates most with your content strategy? I'd love to hear about your learnings and results.

The Practical AI in Go-to-Market newsletter is designed to share practical learnings and insights in using AI responsibly for go-to-market strategy, product, brand, demand, content, and digital, and growth marketing. Subscribe today and let's learn together on this AI journey!

For those who prefer more interactive learning, explore our applied AI workshops, designed to inspire teams with real-life use cases tailored to specific marketing functions.

Or, if audio-visual content is your style, click here to access recorded sessions on a variety of topics I've covered. You'll also find information about my past and upcoming in-person speaking events. Whether through the newsletter, multimedia content, or in-person events, I hope to connect with you soon.