Creating trust in an era of synthetic content
AI slop is everywhere, and it is becoming more and more difficult to actually identify AI-generated content. We are overconsuming and losing out on access to genuine information. But, before we stock up on tinned foods and create a bunker underground, let’s learn how to stand out in an era where synthetic content is taking over.
Yes, the days when agents can spew out 2000-word blog posts in 0.5 seconds are here, but the great thing is that readers have become hyper-sensitive to being able to recognise AI-generated content. The moment a reader or viewer notices a bland, overly-polished piece of content, they exit the chat.
Did you know that rephrasing SERP results actually gains you a massive ZERO when it comes to an Information Gain Score? Even the robots are tired of sifting through their own AI-generated content. The irony.
So, how exactly do we swim through this vast ocean of AI slop? Well, you begin by building an audience that trusts your personal brand through content that ranks on modern search engines. Trustworthy content is created by instilling undeniable human proof, personal insights and specific takes that AI models can’t recreate.
Looking at the 4 human signals of trust
Think of it this way - when someone lands on your blog, they’re looking for reasons to stay and to believe in the content you’re creating. So, if your blog reads like an amalgamation of the first 5 search results off Google, your audience instantly loses interest and your brand loses credibility. So, every time you look to create content, think of these 4 specific human signals:
1. First-party proof
The robots can definitely spit facts, but they cannot, and will never be able to, live through human experiences. When we talk about first-party proof, it's anything that proves you did the work, for example:
Screenshots of live dashboards or internal tools.
Unpolished metrics (e.g., "This campaign generated a 3.4% conversion rate, down from our usual 4.1%").
Original quotes from team members or industry practitioners.
Firsthand descriptions of mistakes made during a project.
If you remove the first-party proof from an article and the content still makes sense, the piece isn't grounded enough yet. Show your audience the messy middle.
2. Candid trade-offs
Generic AI content is always agreeable. I mean, you could tell Chat you just flipped off an old lady trying to cross the road and it will tell you that she was in the wrong and give you breathing exercises to end off with.
On the other hand, real world expertise and experiences transparently show where a strategy falls short and who a certain process is not for. This builds way more trust with your audience.
3. Irregular voice texture
If you’ve been around long enough, you’ll be able to tell the structure of a blog that has been auto-generated compared to one that has been written authentically. LLMs love a perfectly balanced paragraph and keeping the structure smooth.
Content written by you and I, however, will be a lot more textured with rhetorical questions, short sentences for effect and occasional interruptions. This is what keeps your readers engaged and wanting more.
4. Direct messaging
Sometimes, your audience wants no fluff. Both AI models and human readers want clarity because this provides them with immediate value and also helps search engines sift through your blog to find the important information a lot quicker.
Get rid of "synthetic" wording
The quickest way to lose the interest of your readers is to keep generic LLM phrasing, or synthetic wording, in your content. Here’s a few examples of what I mean by ‘synthetic’ wording:
Generic LLM phrasing, why it fails, and what you can use instead:
Delve into...
Overused, unnatural transition phrase. Instead, use "examine," "Look at," or drop the phrase completely.
Testament to...
It’s giving empty corporate fluff used to pad claims. Instead, show the actual metric or evidence directly.
Game-changer / revolutionise
It’s giving unbacked hype that destroys credibility. Instead, state the tangible impact (e.g., "cut editing time by two hours").
In today's fast-paced digital landscape...
It’s giving ‘lazy introductory hook with zero information gain.’ Instead, cut the fluff and start with a concrete problem or statistic.
Fostering a culture of...
It’s giving abstract corporate jargon. Instead, explain the specific action people are taking.
Comprehensive guide / ultimate playbook
It’s giving ‘overused self-congratulatory labeling.’ Instead, let the depth of the content prove its value.
As well as throwing these ‘synthetic’ phrases in the bin, keep an eye out for paragraph symmetry. Try to give your readers a break from paragraph after paragraph. Include bullet points or a short line in between.
How to structure content for GEO (generative engine optimisation)
Okay, so now that we know how to avoid synthetic content, we need to look at how to exactly structure our content so that search engines actually rank it. In the last couple of years, search behaviour has completely shifted with users relying on LLMs to answer their questions. So, now the focus shifts to being cited by LLMs so that readers find your content. This is known as GEO.
Remember that LLMs don’t cite blogs based on their word count. They cite them based on their facts and how much value the reader gains from the content itself. So, here’s how to structure your content so that the robots use it:
Use direct-answer blocks: Immediately under an H2 or H3 header, give the answer to the question before you expand into more detail.
Use data tables: By organising comparisons, metrics, or frameworks into structured tables, you’ll increase the likelihood of your data being pulled into an AI summary.
Focus on information gain: The internet is vast, and so the likelihood of there being other blogs out there talking about the same thing you are is high. This is why you need to offer a unique stance with your content.
The main thing to remember is that you need to always show value with any piece of content you put out there. You don’t need the AI slop to create a personal brand - you are interesting enough! Get rid of the synthetic phrasing and overly-polished content. It's boring.
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