Emma from Melting Pot Creations is constantly telling her clients to surround themselves with content. For smaller businesses, this can easily become overwhelming, and it's at that point that many are turning to AI.
While ChatGPT et al are the undisputed kings of speed, handing over our content to them can be risky. They generate generic information with a tone of voice that’s average at best. They do this because they can only scrape what’s already out there – they are not programmed to create new concepts, find new angles or ‘imagine’ anything.
But you are.
So there needs to be a balance between our brains and the bots.
I’m not saying don’t use AI. It can generate a huge volume of content in seconds, and when you’re spinning a million plates, that can feel like a godsend. But it’s not content that will make you or your brand stand out in the noise. You need brand values, stories, humour, empathy.
The reality is that people buy from people and there needs to be an emotional connection for you to make a sale, especially in service-led businesses like consulting, HR, recruitment, or coaching, where we’re not just selling solutions, we’re asking people to buy in to our expertise.
We’re building relationships and all of this comes down to trust. Trust is built through truthful, authentic human content. Content that sounds like you.
What does this mean in practice?
It means doing the initial work. Investing the time to build out your messaging, establish your tone and understand your audience.
Then, you can use AI for speed and repurposing because you can tell it exactly how you want to sound, what you want to say and how you want to say it.
Often people revert to AI because they lack confidence in understanding these things. It feels safe to ask the bot what to say. It feels like we’ll get it right that way.
So, to improve your confidence and understanding of your messaging, try first understanding what sort of content creator you are.
I’ve created a free quiz which takes around five minutes to complete and will help you understand your natural approach to communication. You’ll understand your strengths, your blind spots, and the type of content that will connect best with your audience, and how you can use AI to help you.
You might be:
🧠 The Thought Leader: strategic, insightful, and full of bold opinions
🔗 The Connector: warm, human, and great at sparking real conversation
📍 The Guide: practical, clear, and brilliant at sharing what works
🔍 The Visionary: big-picture, purpose-led, and emotionally powerful
When you know your archetype, you can stop second-guessing and start creating content that sounds like you, serves your audience, and builds trust over time.
To summarise, AI can be part of your content creation process. But it’s your voice that makes people stop scrolling. It’s your stories that create connection. And it’s your brain that makes your business brand unforgettable.
If you want to find out which content creator archetype you are, take the quiz here: Content Creator Archetypes quiz
