Artificial intelligence (AI) has been a game-changer for marketers, enabling them to create and distribute content at scale. However, as AI becomes more prevalent, it is starting to create a race to the bottom for content. With so much content being produced, it is becoming increasingly difficult for marketers to differentiate their brands or to have an idea with a unique perspective.
AI is starting a race to the bottom for content because it makes it easier to quickly and cheaply produce large volumes of content that summarize aggregated views from the internet. This has led to a proliferation of low-quality content that is often irrelevant, uninteresting, or even misleading.
To differentiate their brand, marketers need to be more human and take a stance that is a natural extension of their brand to expand the imaginations of their customers. This means understanding their audience's needs, interests, and pain points and creating content that speaks to them. Customers follow brands because humans find satisfaction in connecting with surprisingly congruent viewpoints that open them to new ideas.
At AX10, we have 3 approaches to help us navigate this changing landscape:
Collaborate instead of depend on AI: Historically, Marketing associates spent hours scouring the internet, magazines, or newspapers to obtain the existing view on a current topic. Now, marketers can have a starting point for brainstorming in seconds. Use AI to understand existing perspectives and build upon this view in a way that makes sense to your brand. Have an approach that is addictive instead of regurgitation.
AI can iterate at scale: Once you have the core idea or the unique go-to-market perspective, AI can help marketers create more personalized and relevant content based on the communication needs. You can optimize the idea to be more relevant to the channel and transform the content to be more relevant, such as an email, radio script, TikTok video, website copy, etc. This concept can apply to any problem where you must go deep and customize for a specific scenario.
Beware of the flaws: Since the language models are based on human output, AI output is filled with biases and misleading perspectives, even though they might be the dominant view on the internet. Don't take AI content as the infallible law; instead, take a contrarian stance in moments that make sense for your brand.
Always remember the purpose of your content because, despite the title of this post, if the AI content engages your audience and converts them into customers, we recommend you continue the strategy. However, if you have data showing a disconnect, it is time to reconsider how you leverage AI within your organization.
At AX10, we always start by establishing a clear Northstar for all tactical executions and analyzing the data on customer reactions to inform our content strategy for our clients.
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