Laura Marzec of The Mx Group says that the age of generic Search engine optimization-driven how-to posts are numbered, due to a coming deluge of AI content. The reply? Leaning into your personal, actual, level of view.When OpenAI’s ChatGPT first burst onto the scene, it disrupted industries throughout the board — and it gave content entrepreneurs new methods to do our jobs. But that newfound freedom got here with a catch: Open-source generative AI fashions gave anybody and everybody with web entry a straightforward button for content creation.Draft an article, write a publication, or polish off a social put up in seconds: seems like a content marketer’s dream, proper?Well, we quickly discovered in any other case. AI fashions flooded the market with generic copy. Companies (and their prospects) found that because the obstacles to creating content dropped, so did requirements. The outcome? Loads of content rife with unhealthy knowledge, innate bias, inaccurate data, and these all-too-common AI hallucinations.Brands trying to minimize via a sea of AI-generated content should shift accordingly. Search engine optimization-dictated weblog posts and generic how-to articles received’t minimize it when at this time’s AI fashions can whip them up in seconds. So how will you futureproof your model content? Focus on one thing AI can’t replicate: your very personal level of view (POV).
POV content is future-proof contentWith AI threatening to homogenize content marketing and messaging, manufacturers should double down on constructing their presence and repute via POV content. Think of it as a proprietary value-add for your small business. The focus must be on creating and sharing journalism-driven tales, with unique analysis and customized views that make up your model DNA.That means growing omnichannel content — for newsletters, magazines, podcasts, social media channels, occasions — that reinforces your model voice and perspective. You additionally must stake your declare on the channels and in the communities the place your viewers is most energetic and the place you possibly can regularly promote your POV.Here are some ideas for cultivating a robust POV:1. Know your why Focus much less on the newest instruments and tech, and extra on why you’re creating content. Pin down your model mission and values. What makes you distinctive? What rules outline your work? What matters are you able to cowl in richer and deeper methods than your opponents do? Defining these areas permits you to create content in areas the place you might have the best alternative to be an authority and thought chief in your area.2. Double down on storytellingTalk to your prospects and stakeholders to uncover their true wants — and how you ought to be speaking about them. Do a little opposition analysis to find out the place you match in the aggressive panorama. Then give attention to crafting views your viewers can solely get from you.Prioritize subject material knowledgeable interviews, unique analysis, case research and insider insights. And earlier than creating any new piece of content, take time to ask: Can my viewers get this content anyplace else? Can or not it’s simply copied? (If that’s a sure, rethink it.)
3. Raise the bar in your model standardsEstablish — and uphold — editorial tips primarily based in your model pillars and high quality requirements. Tap expert reporters, writers, editors, fact-checkers, and researchers to develop content that matches your perspective but in addition adheres to journalistic rules, particularly accuracy.4. Balance AI and human strengthsThere’s no ignoring the advantages of utilizing AI for ideation and amplifying content. Go forward, discover and experiment. Then you possibly can maintain the human expertise targeted on content technique and creation. If you get it proper, you’re elevating your specialists and strategists — liberating them from repetitive work to give attention to high-level pondering and planning.AI can completely save content groups time in areas like analysis, brainstorming and outlining concepts — so long as you at all times keep human oversight. That’s the way you guarantee automation doesn’t dilute your model POV.
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Authentic = human-centric We hear a lot about how audiences at this time are demanding genuine content from manufacturers. But what does that actually imply? Being genuine is exhibiting our audiences that there are actual individuals behind the model: fellow people with emotions, ideas, opinions — and, most critically to content groups, experience.AI can’t try this. That’s to not say AI is the unhealthy man (or bot). Most of us can agree that AI and automation instruments are reshaping content marketing in optimistic methods. They can improve many sides of content planning and growth with machine precision — from serving to ideate campaigns to summarizing content, classifying textual content, figuring out content gaps and extra.Some see AI changing human creators totally. They’re lifeless unsuitable. While generative AI fashions can automate duties and recreate info in new methods, they will’t suppose. They haven’t any actual expertise. And irrespective of how slick the copy, they don’t have a actual POV.You do.
https://www.thedrum.com/opinion/2024/01/29/ai-will-kill-generic-content-marketing-and-usher-new-age-pov-content
