In the near future, content marketing will take on a whole new dimension. Why? Because generative AI threatens to upend the content production, distribution, and evaluation processes. And believe me when I say this: the potential is enormous.
The most obvious fact is that generative AI is capable of producing work that is indistinguishable from that of a human author. Yes, we’re discussing computer-generated writing, photography, and film that is so good it makes you wonder what makes us human.
You’re probably thinking, “Count me in!” right about now. But let’s delve a little deeper before you do that.
The most significant advantage of generative AI is the speed and quality with which it can generate original content. Natural language processing and machine learning algorithms make it easy to crank out lots of unique, interesting content. Create dozens of status updates, blog posts, or videos in a fraction of the time. Who wouldn’t want a group of people who are essentially superhuman working for them?
To which I respond, absolutely everyone, but proceed with caution.
Even though generative AI can be a helpful tool for marketers, it cannot replace human marketers’ ability to think strategically and creatively. Finding that sweet spot where your skills and the tools available to you both flourish is essential.
Just as it wouldn’t make sense to put a marketing agency on autopilot, working with generative AI requires attention and adjustments in order to generate remarkable results, and it can put content creation on steroids, which is great.
A good analogy would be the transition from “search engine optimization” (SEO) writing to “quality content writing” (CBP). Both can be technical, but the latter must have genuine worth. Work that necessitates creativity and strategy cannot be automated in an era where “writing for search engines” has no place.
But I will say this: SEO is a game that is about to change, because generative AI is all about scale, and the war for rankings is going to be taken up a few notches by the players who will become super editors, taking volumes of output, honing and optimising it, and then putting it out there for search engines to asses and index.
I’m not nave; I know that numbers play a role. Businesses that simply publish the results of generative AI will likely benefit. I believe, however, that in the long run, those businesses will still struggle to convert those views into paying customers if they don’t ensure that their content is adding value and is consistent with their brand.
Now is the time to become formidable editors; take my advice. Generative AI can serve as a starting point, and the results can be tweaked until they are in line with the tone and message of the brand. Specifically:
- Inspiring (ask it for content ideas).
- Outlines of the content.
- A compilation of relevant studies and analyses on a given subject.
- The first draughts.
Continue the cycle by incorporating the AI’s proofreading and editing services after you’ve made your own changes and draughts.
Understanding how generative AI can help your business is crucial, as it is about to revolutionise the field of content marketing. Stay up-to-date on this emerging field of marketing science so that you don’t fall behind the competition. But take your time and don’t skimp on quality. Achieve a state of near-perfect equilibrium, and you’ll give your brand an incredible advantage.
Have a prosperous day!