Why In-House AI Content Creation Falls Short, According to Matt Barker

In a recent LinkedIn post, Matt Barker discusses the surprising shortcomings of in-house AI writing setups for businesses, even when compared to professional ghostwriting services. Barker highlights a common client admission that has emerged from the ghostwriting world: their own AI solutions are proving to be less effective.

The Pitfalls of AI-Generated Content

Barker relays insights from a ghostwriter who observed that a significant portion of clients who left ghostwriting services did so with the intention of saving time and money by using AI internally. However, the outcome was often a loss in content quality. The crucial element missing, according to Barker, is the ‘distillation’ process that a skilled writer provides.

“Someone who turns the half-formed thought in your head into something worth reading.”

This distillation, as explained by Barker, involves transforming nascent ideas into polished, impactful content. He emphasizes that while AI can assist in organizing thoughts, it cannot replace the foundational thinking process that must originate from the business leader, such as the founder.

The Founder’s Role in Content Creation

Barker directly addresses founders, challenging the notion that time is the primary obstacle to building authority and attracting inbound leads through content. He argues that the core issue isn’t a lack of hours in the day, but rather the ability to effectively articulate and package one’s unique experience.

Distilling Unique Experience

According to Matt Barker, the key to creating authoritative content lies in the founder’s capacity to translate their personal experience and knowledge into a format that resonates with their audience. He states:

“Founders: Hours in your day are not the barrier to building authority and getting inbound from your content.”

Barker elaborates that AI can arrange existing thoughts, but the ‘thinking’ itself must be the founder’s. The challenge, therefore, is not just about generating text, but about effectively conveying the founder’s unique perspective and expertise.

“Want to distill your experience into content? You need to know how to package your experience in a way that only YOU can write it.”

He suggests that the ability to ‘package’ one’s experience is a skill that AI currently cannot replicate. This unique packaging is what distinguishes authentic thought leadership from generic AI output. Barker concludes by offering to guide individuals through this process, pointing to a resource for further learning.