Content in the Age of the AI Overview
AI Overviews are hijacking your content’s value. The solution? Create “un-Overviewable” content — unique, personal, and opinion-driven pieces that AI can’t replicate or summarize away.
Call it the curse of the AI Overview.
These days, you can spend tons of your marketing budget on content — only to see AI summarize your key points, throw them up at the top of your SERP, and completely cut your website out of the equation.
Which leaves us with a dilemma: When choosing where to expand your content marketing, how can you do so in a way that compels readers to carry on to your website?
Say you’re selling vintage cameras.
In the past, you might have hired a content marketer to write service-oriented blog posts intended to help your prospective buyers better understand your products, and photography more broadly — and also to bring past buyers back to your website. “How to take better photographs with a vintage camera.”
AI Overview is only too happy to step in here: “To improve your vintage camera photography, focus on understanding and controlling the exposure triangle (aperture, shutter speed, and ISO), using natural light effectively, and mastering manual focusing.” Maybe they’ll click through to the underlying content — but why would they?
So the key is this: You’ll need to follow all of content marketing’s best practices, in particular optimizing your content for search and judiciously selecting high volume, low competition search terms. But you’ll finally want to pursue angles that are personal, relevant, and singular to yourself. It’s the one thing AI can’t do, honestly: It can’t have an opinion based on first-hand practice of — in this case — shooting photos.
Michael Dougherty
Head of sales
Book your free consultation call
These kinds of uplifts are one free discovery call away
Book a discovery callInstead of presenting “8 Ways to Master Vintage Camera Photography”, consider:
- How Shooting With a Vintage Camera Transformed How I See the World
- Shooting on Film Helped Me Pursue a New Career — Here’s Why
- You’ll Never Believe How Much More Beautiful the World Is on Film
Again: You’ll need to do the hard work of optimizing your content for search — that hasn’t changed.
You want content that is 1 of 1.
The best thing: Only you can write your 1 of 1. By being true to yourself and your ideas, you’ll by definition create content that no one else can compete with.
Luckily, it turns out that that’s what everybody is looking for: a true opinion, in a world of reheated blather.
