Laura Marzec of Mx Group says the days of the typical SEO-driven how-to post are over, thanks to the flood of AI content. answer? Lean into your own perspective of reality.
When OpenAI's ChatGPT first came out, it disrupted the entire industry and gave content marketers a new way to get our jobs done. But this new freedom had its pitfalls. An open-source generative AI model provided a button that made it easy for anyone with internet access to create content.
Drafting articles, creating newsletters, and perfecting social posts in seconds sounds like a content marketer's dream, right?
Well, I soon found out otherwise. AI models flooded the market with generic copies. Businesses (and their customers) have realized that as the barriers to content creation are decreasing, so are the standards. result? Massive amounts of content are filled with bad data, innate biases, inaccurate information, and all-too-common AI illusions.
Brands looking to navigate a sea of AI-generated content will need to change accordingly. When today's AI models can be created in seconds, SEO-driven blog posts and general how-to articles won't cut it. So how can you future-proof your branded content? Focus on what AI can't replicate: your own point of view (POV).
POV content is future proof content
As AI threatens to homogenize content marketing and messaging, brands need to double down on building their presence and reputation through POV content. Think of it as a unique value-add for your business. Your focus should be on creating and sharing journalistic-driven stories with the unique research and personalized perspectives that make up your brand DNA.
This means developing omnichannel content such as newsletters, magazines, podcasts, social media channels, and events to strengthen your brand's voice and point of view. You should also stake your claim in the channels and communities where your audience is most active and where you can continually promote your POV.
Here are some tips for developing a strong POV.
1. Know the reason
Rather than the latest tools and technology why You are creating content. Be clear about your brand's mission and values. What makes you unique? What are the principles that define your work? What topics can you cover in a richer and deeper way than your competitors? Once you define these areas, the field You will be able to create content in the space where you have the greatest opportunity to become an authority and thought leader.
2. Enhance your storytelling
Talk to your customers and stakeholders to uncover their real needs and how you should talk about them. Do a little research on your competitors to determine where you fit in the competitive landscape. Next, focus on creating a perspective your audience can only get from you.
We prioritize subject matter expert interviews, original research, case studies, and insider insights. And before you create new content, take the time to ask yourself, “Where else can my audience get this content?” Can it be easily copied? (If that's yes, think again.)
3. Raise the bar on brand standards
Establish and maintain editorial guidelines based on brand pillars and quality standards. We leverage skilled reporters, writers, editors, fact-checkers, and researchers to develop content that fits your point of view while adhering to journalistic principles, especially accuracy.
4. Balancing AI and human power
The benefits of using AI for idea generation and content enrichment cannot be ignored. Go ahead and explore and experiment. That way, you can keep your talent focused on content strategy and creation. If you get it right, you can elevate experts and strategists, freeing them from repetitive tasks and allowing them to focus on higher-level thinking and planning.
AI can definitely save content teams time in areas like research, brainstorming, and outlining ideas, as long as it maintains constant human oversight. That way, you can ensure that automation doesn't dilute your brand perspective.
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Authentic = human-centered
We often hear that today's audiences demand authentic content from brands. But what does that actually mean? Being authentic is about showing your audience that there are real people behind your brand. This means they are human beings with feelings, thoughts, opinions, and most importantly for content teams, they have expertise.
AI can't do that. I'm not saying AI is the bad guy (or bot). Most of us can agree that AI and automation tools are reshaping content marketing in a positive way. Power many aspects of content planning and development with machine precision, from campaign ideation to content summarization, text classification, identifying content gaps, and more.
Some believe that AI will completely replace human creators. they are completely wrong. Generative AI models can automate tasks and recreate information in new ways, but they cannot think. They have no real experience. And no matter how clever the copy, there is no real POV.
you do.
