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As a small business owner, we all understand the plight of too much to do, not enough hours in a day and how we can cover more ground in less time. So enter AI. As alluring as it is and as helpful as it can be, when it comes to a website design and SEO, it can be toxic to your sites overall health if its not leveraged properly. So, before you let an AI tool write your next blog post or launch your entire website, let’s take a moment to pause and ask: Is this actually helping your business—or hurting it?
I had the opporutnity to break it all down for business owenrs, explaining how AI can be a powerful ally in your digital marketing strategy—if you know how to use it wisely.
How to Use AI the Right Way in Your Digital Marketing Strategy
Artificial Intelligence (AI) is revolutionizing the way we approach digital marketing, but for many small business owners, it’s a confusing and often overwhelming space. With countless tools and conflicting advice, it’s easy to fall into traps that could actually harm your online presence rather than help it.
In the attached video, Beth Guide of Vertical Web offers some much-needed clarity. She provides small business owners with practical, experience-based strategies to integrate AI into their marketing efforts without losing authenticity, search visibility, or customer trust.
Here’s what you need to know about using AI effectively and ethically in your digital marketing strategy.
The Big Misunderstanding: Google and AI Content
One of the first misconceptions Beth addresses is that AI-generated content is a shortcut to better SEO. It’s not.
In fact, Google does not favor AI-written content—especially if it lacks originality. AI tools like ChatGPT or Claude scrape and summarize existing content across the internet. When you use these tools to create blog posts without adding your own voice or ideas, you’re essentially recycling what’s already out there. Google sees this as “thin content” that adds no value to users.
“Google wants content that makes the internet a better place,” Beth says. That means original, insightful, and experience-based material—something only you can provide.
You Are the Expert—AI is Just the Assistant
Beth emphasizes that small business owners need to recognize their own value. If you run a business, chances are you’re an expert in your industry. That expert knowledge is what sets your content apart.
AI should not be your ghostwriter—it should be your brainstorming partner. It can help organize your thoughts, generate ideas, or even identify topics you might not have considered. But the core ideas must come from you.
“Be the source that others quote,” Beth advises. “Don’t be the one quoting others.”
How Do You Effectively Use AI in Your Content Marketing Strategy
AI can be incredibly useful if you know how to use it correctly. We talked through how to be effective and some of the steps you can use to use AI to support your efforts but not replace you or your knowlegde. AI is about saving time, not just to repeat what someone else has said.
1. Start with Keyword Research
Use AI to generate a list of relevant keywords for your business. Tools like ChatGPT or Claude can help, but you must be specific in your prompts. For example, instead of asking “What are good HOA management keywords?”, ask “What are people searching when they want to hire a homeowners association management company?”
This level of specificity matters—vague prompts will lead to vague answers.
2. Generate Content Topics from Keywords
Once you have a list of keywords, ask the AI to generate blog topics based on them. This can help you build a content calendar and eliminate writer’s block.
3. Write Content Based on Your Expertise
Use your own experiences and unique perspective to flesh out each topic. You can ask AI to help organize sections, identify talking points, or summarize research—but you need to provide the core message and tone.
Don’t ask AI to write the blog post for you. Instead, use it to structure and support what you want to say.
How Can You Use Video to Supercharge Your Content Creation Strategy?
Not a writer? No problem. Beth suggests an alternative content creation method that works just as well—and sometimes even better: video.
Here’s how she recommends doing it:
- Record Yourself Talking
Use your phone or Zoom to record a video of yourself explaining a topic you know well. For example, if you’re an HOA manager, explain the importance of a reserve study or how to engage with residents effectively. - Transcribe the Video
Use tools like YouTube, Otter.ai, or Zoom to get a written transcript of the video. - Feed the Transcript to AI for Summarization
Ask the AI to summarize the transcript. This summary will serve as the foundation for a blog post, which you can then revise and personalize further. - Repurpose the Content
From one video, you can create:- A blog post (from the AI summary and your edits)
- A podcast (by extracting the audio)
- A YouTube upload (the original video)
- Combine All Formats on One Page
Create a single web page that includes the blog post, video, and audio. This allows you to cater to different types of learners:- Readers (written blog)
- Watchers (video)
- Listeners (podcast)
Platform Matters: Skip the Shortcuts
Beth also warns against relying on drag-and-drop platforms like Wix, Weebly, or Squarespace, especially if you’re serious about SEO. While these tools may offer convenience and AI-powered site builders, they often fall short in terms of performance, customization, and long-term growth.
Even WordPress, which is more SEO-friendly, now offers AI content features that may tempt users to shortcut the writing process. Don’t fall into that trap.
“If your website doesn’t offer anything unique, there’s no reason for Google—or your customers—to engage with it.”
Avoiding Common AI Mistakes
Beth highlights a few common missteps to avoid when using AI:
- Poor Prompting: The quality of your prompt directly impacts the quality of the AI’s output. Be specific.
- Overloading a Chat Thread: If the AI starts giving unrelated or confusing answers, start a new chat. Past context can distort future results.
- Blind Copy/Paste: Never copy and paste AI-generated content directly to your site. It lacks your voice and could harm your rankings.
- Thinking AI is Smarter Than You: It’s not. AI doesn’t know your audience or your business better than you do. Use it as a tool, not a replacement.
Build Value, Not Just Content
At the end of the day, AI should help you bring your expertise to life online. Whether you’re creating blog posts, videos, or podcasts, your voice and originality are what will make your business stand out.
“If you’re not making the internet a better place, Google doesn’t want your content.”
So yes, leverage AI—but do it with intention, with creativity, and with a clear sense of what makes your business unique. Remember, AI is a tool—not a replacement. When used wisely, it can help you generate ideas, save time, and structure your thoughts. But it can’t replace your experience, your personality, or your expertise. So next time you sit down to create content, remember: Let AI support your voice—not speak for you.
