Content marketers’ patience and performance are being tested as AI infiltrates every tech stack, which has been both a blessing and a curse.
Creating content has never been simpler, given the rise of AI, upending content creation, distribution, and discovery.
At the same time, writing original content has never been more paramount, given the vast amount of AI-generated content being written and misinformation spreading like wildfire.
In turn, audiences tune out the noise, demand well-written content, and are less forgiving when brands misstep.
For chief marketing officers (CMOs), this window in time is ripe for the taking.
Those who evolve fast, rethink foundational content marketing strategies, and invest in authentic, relevant, and human-first content will win attention.
For those who don’t, they risk taking themselves out of the game and being left in the dust.
In this post, we’ll explore the top eight trends defining the next era of content marketing and how forward-thinking CMOs are stepping up to keep up with the swift pace.
1. Use AI To Assist
Generative AI is no longer a tool to test out; it’s an integral part of every marketing strategy, irrespective of organization size or industry.
A study spanning 17 diverse industries found nearly three-quarters (73%) of respondents say their companies use Generative AI to help create text, images, videos, or other content types.
The same study found that only 17% of marketers aren’t using AI at all, a number that will likely shrink in the months to come.
A separate report stated that the majority of marketers (88%) believe AI software saves their company time and money.
While AI has been and will continue to be used to generate content, the quality of that content may not match that of human writers.
A study published in Nature found that when generative AI software only uses content created by other AI, its responses start to decline in quality.
For example, after the first two prompts, the answers weren’t quality and missed the mark, only getting worse by the fifth attempt.
By the ninth consecutive query, the responses became completely nonsensical and unrelated to the original query’s intent.
CMOs must ensure content writers aren’t leveraging AI-generated content to draft content but rather use it as a tool that helps writers co-create content with purpose and editorial rigor.
CMO Action Plan For AI-Assisted Content Creation:
- Develop AI-human content workflows: Use AI for research, drafts, and metadata. Humans should be used for drafting, ensuring the brand’s tone of voice shines throughout, and fact-checking.
- Audit existing content to ensure it meets brand quality standards. Prioritize updating or replacing low-value content.
- Clearly disclose when and how AI tools are used to foster trust with your target audience.
- Monitor and audit content consistently to ensure no AI-generated content falls through the cracks.
→ Read more: AI Agnostic Optimization: Content For Topical…
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