Material businesses should indeed be concerned about the impact of AI. The proliferation of AI tools like ChatGPT is revolutionizing the landscape of content creation and techniques. Experts predict that by 2025, a staggering 90% of digital content will be generated by AI, underscoring the significance of this technological advancement.
While the exact implications of this shift are still unfolding, it is imperative for material marketers to proactively adapt their strategies for an AI-dominated future. Here are some actionable suggestions to future-proof your material development strategy in the era of AI:
Evaluate Your Resources
Despite AI’s ability to churn out information at a rapid pace, search engines such as Google prioritize content quality over quantity. Conducting a thorough assessment of your existing resources and methodologies can unveil areas for improvement and optimization. By analyzing key performance indicators like conversion rates and search engine rankings, you can pinpoint areas where your content strategy may be falling short. This evaluation may reveal the need to revamp your SEO practices to align with the latest algorithms and trends.
Your internal team may benefit from AI-powered tools that assist in generating original content, topic ideas, and blog outlines. While AI can streamline processes, human writers play a crucial role in maintaining authenticity and relevance in content creation.
Tailor Content for Different Stages
AI-driven tools excel at generating content based on specified criteria, but human input remains indispensable in tailoring content for various stages of the buyer’s journey. Understanding the nuances between providing general information and in-depth product knowledge is where human expertise shines. Crafting content that resonates with diverse audiences and guides them through the sales funnel requires a human touch to engage, educate, and persuade effectively.
Identifying and addressing pain points in the awareness stage of leads can be facilitated by AI systems, but leveraging human insights is essential to devise impactful strategies that resonate with your target audience.
Assess the Value of Your Content
Transitioning to AI content tools doesn’t have to be an all-or-nothing decision. By conducting comparative tests between AI-generated content and human-written content, you can discern the strengths and weaknesses of each approach. Setting clear key performance indicators and evaluating the impact of different content creation methods can provide valuable insights into the value each strategy brings to your content marketing efforts.
Focus on Thought Leadership
Establishing thought leadership involves showcasing your unique perspectives, research findings, and case studies to differentiate your content. While AI tools can kickstart content creation, injecting personalized stories and insights can elevate the quality and authenticity of your material. Thoughtful curation of content that highlights your company’s expertise and individuality can enhance brand authority and audience engagement.
Embrace the Future of Content Strategy
As material marketers navigate the evolving landscape shaped by AI, striking a balance between AI-generated and human-curated content is crucial. By leveraging the strengths of both approaches, you can future-proof your content strategy and maintain a competitive edge in the dynamic digital landscape. Remember, the optimal balance between AI and human input may evolve over time, necessitating ongoing adaptation and innovation.
