Summary
The rise of AI writing tools means that companies can produce vast amounts of content at a low cost, leading to a flood of mediocre content. To stand out, content marketers need to focus on quality and differentiate themselves through thought leadership and creating unique experiences. AI can't conduct research, so focusing on "information gain" is key. Diversifying beyond search and investing in thought leadership can also help. Creating new content experiences is another way to stand out. These tactics are important for future-proofing content marketing and standing out in a crowded market.
Top Highlights
- AI writing tools mean that the marginal cost of a blog post is nosediving from multiple skilled person-hours to minutes spent in a freemium SaaS product.
- This is the difference between AI-assisted writing and AI-generated writing. The former will lift content marketing to new heights; the latter will trigger the “search singularity,” an implosion of homogenous, copycat content on an unparalleled scale:
- In the next few years, our single biggest task as content marketers will be to rise above this tide of mediocrity.
- The future is already here—it’s just not evenly distributed
- Quality is a powerful differentiator today, but it’s about to become vastly more important.
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The rise of AI writing tools means that companies can produce vast amounts of content at a low cost, leading to a flood of mediocre content. To stand out, content marketers need to focus on quality and differentiate themselves through thought leadership and creating unique experiences. AI can't conduct research, so focusing on "information gain" is...