There's One Thing AI Can NEVER Do For You

get off the phone with a local business and one of the first things that came to my mind when that conversation ended after talking about their dealership and how I can help them is that AI doesn't drive traffic. Content drives traffic to websites. Content creates engagement. AI doesn't create the engagement. And I see so many people falling into this trap. They think it's a shortcut, but it's actually a detour and it's making them take longer to actually reach their goals because they're not using AI the right way. Content is still king. I don't care where you go online. If you want somebody to visit your website or you want someone to visit your business, they're going to have to see something or click on something to go to that website or to make them get up and call your website or to even visit your business. And 10 times out of ten, when they see that link and click it, phone number and call business and think to look up their address or see that address and decide to get in their car and drive to your establishment, it's going to be embedded with the piece of content. Now, don't get me wrong, AI can help us in the process of creating content. But even then, what's created is actual content, even if it was completely generated by AI, which it never is because even then, you have to give it a prompt. You have to start the conversation off. It has to have something to work with. And if we really want to be technical, I don't care which large language model that you're thinking of that we typically call AI. It was trained on the content of the internet. It's the contents, baby. So, what role does AI play when it comes to content creation and getting attention online?

And I'll tell you right now, the number one thing we need to do is look at how content is actually created and then look at how AI can help us in each of those individual steps. So, the number one step I believe when it comes to creating good content is research. You need to understand what you're going to be talking about. You need to understand the dynamics, the social dynamics of the skit that you're going to be creating. And a lot of times it's easy just to draw off of personal experience, especially when it's entertaining. But when it's educational, you need to have facts. But after you've done your research, you're going to have several ideas most likely. And AI is a great tool to help you take these ideas, quickly prototype them to see if they can be individual pieces of content or if they will work better together as one cohesive hole or even spin up new ideas that you possibly haven't even thought about because it's great for finding those edge cases that can create a very good piece of content that helps you stand out from everybody else online. The next step is drafting the content. A lot of students use chat GPT and other AI tools to draft their papers to turn in for college. But you should always come behind AI and create the content in your own voice, in your own hand. Use it to create a draft. Use it to prototype your ideas. But don't just take that and run with it. Take that and then build something on top of it. It's great for speeding up the process. Instead of sitting down and trying to write out each individual thing or trying to structure everything the way that you want it, you just do a brain dump of all of your information. Have it organize your thoughts into a logical, sequential or emotional structure, whichever one you want, because you can do them all with AI very easily. And then you build on top of that. And then when it's time to edit your content or create your content, we have tools like chat GPT4 image generation midjourney AI video editors that will go through the entire transcript and take out all of your mistakes so that the video is practically edited by clicking a single button. It's still not the content, but it's still helping us in the process of content creation because content is still king. But even if you use AI in

some or all of those steps, it's still not driving traffic to your website. The content is. And so your ability to communicate, your ability to know what a good idea is, your ability to find the right words to communicate an idea precisely or to tell a joke so that it lands the right way is still going to be necessary. It's still critical. You still have to work on your craft. And the promise of AI is that you can sit back and automate a YouTube channel. your Facebook account. You can automate Instagram content. You can automate followers, automate your business. We want to

automate so many things that it's making some of us not work on our craft. And it's just something that we all have to be careful of because it's always going to be present. that promise of getting everything done easy without having to put in any work personally or having to put any thought into what we're doing. But I think it's a false promise. I think that there's always going to be some level of us that needs to be learning, growing, and that needs to be actively communicating with the audience we want to build online. So, even though AI is an absolutely phenomenal instrument, it's still not the actual song that people are listening to. Now, I know that there going to be a lot of arguments against what I'm saying about AI and content because I know people are thinking AI content and it's typically called slop content. Even though it's entertaining, even though people use it for ads, it's still not the content. It's an actual video that was created. It's still words. It's still a message that's being shared with other people. Even though it was created by an AI learning machine, at the end of the day, that is just a machine that has been trained on the content of the internet, at its very core, at its very soul, it is a big piece of content, spitting out other pieces of content, trained from billions of pieces of content that humans have made. It's a derivative of content. It can never get free from that. It doesn't create content out of thin air, and neither do we. We're inspired by other things to create content, but even then it's the same thing. It's the content. Now, some people are going to argue that AI overviews on Google can drive traffic to your website, which it can. If you happen to be one of the lucky two or three people whose link is placed inside of the AI overview answer, and you happen to be one of the people who get that one out of one million clicks after someone reads the AI overview, who just clicks for more information and then goes to the side and makes a second click. And even then, that link is embedded in a piece of content. So, you need content to be surfaced in that AI overview. Same thing goes for AI mode with Google search because you still have to create listings. upload photos. You still have to write descriptions that match what people are going to be searching for. You still have to do onpage SEO. Now, you can use AI to help you in all of these different matters as far as like helping you write the schema and helping you do all of the technical things on your website to be more discoverable, but at the end of the day, it's still the actual content that AI is helping us to improve. And if you say, well, I use AI to write all of my blog posts on my website and it drives traffic. No, the AI isn't driving the traffic. The blog post, the content is driving the traffic. It's the blog post that makes people want to click. It's the message within the blog post. your content. Refuse to let AI

within your content. Refuse to let AI and refuse to let the AI hype move you away from being a good content creator and working on your craft. And at the same time, don't let people shame you for using AI. They use calculators on their phone. It's a useful tool. Just make sure you use it for its intended purpose to help you do things easier, faster, and better. But at the end of the day, make sure that you're working on your craft and that you are actually getting better. So that if chat GPT went away tomorrow and never came back, you could say, "Man, for the four or five years we had that tool, I used it to become so much more of a better content creator that I'm further along now at this moment in my journey than I ever would have been had I not used that tool. " because it should be speeding up the process of you growing as a content creator above everything else. And if

sometimes you feel like you don't know how to use AI as a tool, then I created a content intelligence agent that'll help you come up with ideas. It'll help you create your content and everything in between. Whether it's for YouTube, Instagram, Substack, or several other platforms. All you have to do is click the link in the description. Answer a couple questions on my form and then download the files into your Google Drive, upload them to your chat GPT project or create your own custom GPT and then let the agent do the work for you. It's going to walk you through finding out which ideas inside of your niche people are actively talking about, the things that people are upset about. It's going to help you actually write out the scripts. come up with the post you should be writing for your substack. and it's going to make your content creation easier, but it's not going to do the job for you. If that makes sense. I'm giving you the prompts, the files, and everything. So, click the link beneath this video. If you got value out of the

video, make sure you hit the like button so that it helps me with the algorithm. And as always, take care. Have a good day.