Content That Works: How to Write for AI – and for... Humans

You're creating high-quality articles. Publishing case studies, blog posts, and sharing insights on LinkedIn. You’re an expert in your field and you’re giving real value. But… nothing happens. No traffic, no leads, no conversions.

You ask yourself: what’s going wrong?

The answer might be simpler than you think: your content is invisible to AI. And today it’s AI – ChatGPT, Bard, Bing Chat, Claude, Google – that decides what gets seen.

If AI can’t find you, it’s as if you don’t exist in the digital world.

Why write with AI in mind?

Content marketing is no longer just about SEO. It’s not only a battle for search rankings. It’s a battle for attention – from the algorithms powering chatbots, voice search, recommendation engines, and generative tools.

According to Semrush (2024), AI-optimized content generates 35% more organic traffic on average than traditional blog posts.

That’s a massive opportunity you can’t afford to ignore.

If you want your content to be seen, cited, and recommended, you need to write in a way that AI can understand, prioritize, and serve to real users as answers to their questions.

Is AI stealing traffic from your website?

Why are so many companies seeing drops in organic traffic – even with good content?

Because AI is now answering questions directly in search results. Users don’t need to click links anymore. An AI Overview, chatbot summary or snippet does the job.

🔻 If your content is generic, repetitive, or bland – AI will skip it.
✅ If it’s unique, specific, and valuable – AI will highlight it.

Today, it’s not about how often you post – it’s about how smart and structured your content is, both for the reader and the algorithm.

AI understands simplicity – write like you talk

You’re not writing for a machine. You’re writing for people – in a way that machines can clearly interpret.

• Short paragraphs, simple sentences
• H2/H3 headings, bullet points, clear structure
• Rhetorical questions, real-life examples, human stories
• Natural, human language – no fluff, no filler

“AI best understands content that reads like a well-written podcast script or newsletter.” — HubSpot AI Research, 2023

Soulful content = content AI recommends

AI is getting better at recognizing when a piece of writing is genuine and helpful. It knows when something is written to solve a problem – not just to boost SEO.

So:

• Answer specific questions
• Include data, reports, and case studies
• Avoid filler phrases and clichés
• Add emotion, stories, client quotes
• Use rich media like video and visuals

And remember: your content’s purpose is to build your brand

Don’t just write “10 reasons to buy a fleet management system.” Tell the story of how it changes logistics operations. Show how it helps drivers plan better routes, or how a CEO cut transport costs by 30%.
That’s what clients remember. That’s what AI remembers.

Content for the 5% – and the 95%

Only 5% of your audience is in buying mode right now. The other 95%? They might buy in a month, a quarter, or a year.

That’s why you need content that:

• Sparks emotion
• Builds strong brand associations
• Educates and inspires
• Stays top-of-mind even if it doesn’t convert immediately

This is brand-building content – it works long-term, helping you become the obvious choice when it matters.

Social media is a trampoline for your content

AI watches what’s happening in the social space.

The more your content gets shared, discussed, and quoted, the higher the chance AI sees it as valuable. That means:

• Post consistently on LinkedIn
• Join relevant conversations
• Build a community
• Repurpose and adapt your content across multiple platforms

AI surfaces what lives and breathes online. Make sure your content doesn’t disappear in the noise.

Quality > Quantity

You can publish a lot. But if you write for everyone – and no one – your content won’t perform.

AI, Google, and real readers now detect when something is written just to exist. No depth. No insight. No purpose.

Today, success goes to those who create content that’s:

• Unique
• Timely
• Thoughtful
• Aligned with real questions from real people

Case study: How AI-optimized content boosted organic traffic by 312%

We helped a client in the industrial sector optimize blog content by:

• Shortening the articles
• Leading with problem-based questions
• Linking to industry sources and data
• Adding visual formats like videos, infographics, and photos

The result?

• Organic traffic increased by 312% in 6 months
• Articles were cited by AI tools
• The brand became visible in the AI-driven search ecosystem, not just on Google

Want content that AI recommends – and clients read?

Stop wasting time on content no one sees.
Start publishing material that’s visible, engaging, and brand-building.

At Grow, we:

• Write content for both humans and AI
• Optimize articles for SEO and algorithmic visibility
• Help B2B brands grow in even the toughest industries

Tap into our expertise. Let your content work for you – today and long-term.