Owner of award-winning digital marketing agency Bold Digital Architects, co-host of the Real Life Superpowers Podcast.
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Content marketing is about to get a whole lot more interesting, folks. Why? Because generative AI is about to disrupt the way we create, distribute and measure the success of our content. And I can tell you, the possibilities are endless.
Let’s talk about the elephant in the room first: generative AI can create content that is indistinguishable from human-generated content. That’s right, we’re talking about machine-generated text, images, and videos that are so good that you question the nature of humanity.
Now you’re probably thinking, “Sign me up!” But before you do, let’s dive a little deeper.
The biggest advantage of generative AI is the ability to create unique and high-quality content at scale. Using natural language processing and machine learning algorithms, you can produce a large amount of personalized, engaging content without breaking a sweat. You could be writing hundreds of social media updates, blog posts, and even video content in a fraction of the time. It’s like having a team of superhumans work for you, and who wouldn’t want that?
My answer is: everyone, but be careful.
Generative AI is a tool that can help marketers in their work, but it won’t replace the creativity and strategy of human marketers. It’s all about finding the right balance and using the technology to improve your skills and abilities.
It can put content creation on steroids, which is great, but just as there’s no point in putting a marketing agency on autopilot, working with generative AI takes attention and tweaking to generate remarkable results.
I would compare this to the days of writing for search engines versus writing quality content that also takes search engines into account. One can be technical, the other requires real value. And at a time when there’s no room for “writing for search engines,” there’s no room for automating work that requires creativity and strategy.
I will say this though: SEO is a game about to change as generative AI is all about scale, and the battle for rankings will be stepped up a few notches by the players who will become super editors and take volumes output, sharpen, optimize and put it out there for search engines to review and index.
i am not naive; it is also a numbers game. Companies that simply start publishing generative AI articles are likely to get a nice boost. However, I think in the long run if those companies don’t make sure their content adds value and is in line with their brand, they’ll still struggle to convert those opinions into paying customers.
So my advice at this stage is to become super editors. Adjust the output to be in perfect harmony with your brand’s voice and messaging, and use generative AI as a foundation to work from. Specific:
• Inspiration (ask for content ideas).
• Content overviews.
• Research and summarized information on a specific topic.
• First sketches.
After adding your own customizations and creating your own drafts, continue the loop and use the AI to proofread the content and make suggestions for improvement.
Generative AI is about to change the way we do content marketing, and I think it’s important to understand how this technology can benefit your business. Don’t get left behind, stay informed and consider how you can integrate this technology into your marketing strategy. But do it carefully and don’t compromise on quality. Find a perfect balance and you’re a few steps ahead, giving your brand a fantastic advantage.
Good luck!
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