Computers – AI – will soon overwhelm human writers in terms of the volume of content produced. How can humans connect with their audience in the future of content marketing?
Mark Schaefer recently posted his 10 Ideas About the Future of Content Marketing – the topic of Content Marketing and speculating about it is probably more saturated than any other category on the web. Content marketers eat their own dog food.
In the article, he mentions the rise of Robo-content, or Articifically Generated (AI) content, and – separately – how almost 10 years ago, he speculated that content marketing would not be a sustainable marketing strategy.
Like him, I believe AI is going to evolve to produce higher-quality content than it currently is and will directly compete with human-generated content. I also believe that content marketing is a sustainable strategy.
With this in mind, can marketers still use content marketing effectively?
In terms of volume, human writers will not be able to defeat the onslaught of content generated by computers through AI. Computers will be able to produce, post, and publish hundreds (or thousands) of articles an hour once unleashed. Even cheap copy-writing services on Fivrr can’t keep up with that.
I would estimate we are less than 18 months from “reliable”, AI-generated blog content for the masses. The outliers are already using it, pushing the limits, and refining the system. The early adopters are already reaping the benefits.
So, what about a different angle. Where do humans excel and computers falter?
Humans have evolved to read faces more accurately than a computer – even with the power of AI. Our brains calcuate – with incredible speed and accuracy – nearly imperceptible changes and expressions on others. Is there something here that marketers can leverage?
What do our faces reflect?
Emotion? Connection? Relationship? Empathy? Contextual understanding? Nuance? Trust?
Really, it is what we should be practicing in all of our work. Our content marketing strategy should include some content to game the search engines (targeting long-tail searches, for example), but that is to attract the reader to your site. From there, you must engage them, provide value, and create a connection.
Can a computer do that?
Now, it is time for me to go watch Her again.
All the best,
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