{"id":2862,"date":"2023-02-23T14:43:00","date_gmt":"2023-02-23T19:43:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=2862"},"modified":"2023-04-14T14:48:44","modified_gmt":"2023-04-14T18:48:44","slug":"how-ai-fits-into-the-content-marketing-marathon","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/how-ai-fits-into-the-content-marketing-marathon\/","title":{"rendered":"Field Notes #033: How AI Fits Into the Content Marketing Marathon"},"content":{"rendered":"\n

Content marketers everywhere are talking about the impacts and implications of generative AI for content creation. <\/p>\n\n\n\n

Our team has been asked many questions about how we utilize AI and if it\u2019s a core part of our services.<\/p>\n\n\n\n

The short answer is no. We\u2019ve been testing and iterating on ways to use AI to support portions of our research (e.g., \u201canalyze the top five Google search results for the query “content strategy,” give me a list of all the H2 headers and tell me five important topics that aren’t covered\u201d) and distribution (e.g., \u201cwrite a meta description for an article about content editing\u201d). However, we do not use AI to produce content for clients.<\/p>\n\n\n\n

Recently, we were challenged by a client who wanted us to use AI to quickly and cheaply produce content that would help his website rank quickly. <\/p>\n\n\n\n

I responded, \u201cSo, all you want to do is rank?\u201d<\/p>\n\n\n\n

\u201cNo, not necessarily,\u201d this person said, \u201cbut we want to get as much out there as possible to increase awareness on the SERPs.\u201d<\/p>\n\n\n\n

Absolutely. That\u2019s an irrefutable benefit of a solid content marketing strategy. <\/p>\n\n\n\n

But success indicators like ranking and SERP position are milestones at best. <\/p>\n\n\n\n

If content marketing is a marathon (a long game<\/a>!), ranking on page one is the first race checkpoint, say 6 miles in. It demonstrates progress and helps you understand your pace and competitors, but it\u2019s nowhere near the finish line.<\/p>\n\n\n\n

Content written solely<\/em><\/strong> by AI can help you rank, yes. But it can\u2019t empathize with your readers and customers, deliver a unique brand point-of-view, weave in product information, or intelligently place conversion opportunities. <\/p>\n\n\n\n

These elements help you hit further milestones\u2014qualified traffic at the halfway point, subscriptions or content downloads by mile 18, free trial sign-ups and demo requests by mile 22, and content-driven revenue at the finish line.<\/p>\n\n\n\n

Also, if you invest $X in AI content to rank, it\u2019s a safe bet that you won\u2019t recoup any of your marketing spend. At that point, why wouldn’t you spend $XX on pieces that rank and<\/em> help your business make money? <\/p>\n\n\n\n

If anything, the former is a sunk cost because it’s very, very unlikely you\u2019ll see an ROI. <\/p>\n\n\n\n

I\u2019m not saying AI is useless for content marketers. There are ways to use AI to whip up a first draft or help you outline a piece of content, then layer on human eyes and editing<\/a>. We encourage this approach.<\/p>\n\n\n\n

In fact, generative AI is good for initial process crafting, remixing content for social media, and completing straightforward writing tasks like meta descriptions, summaries, bulleted lists, and emails. This is some of how we utilize it at Omniscient.<\/p>\n\n\n\n

Generative AI is great for small teams with a small budget, one-person content shops with writer\u2019s block, getting more mileage from excellent interviews, and anyone who needs to stress test copy before adding the human flair.<\/p>\n\n\n\n

However, generative AI is bad for humanizing your content, sharing a unique POV from a true expert, exploring data in depth, and considering the customer journey through your content.<\/p>\n\n\n\n

Good at some things, great at some things, and kind<\/em> of bad at others. <\/p>\n\n\n\n

AI, it\u2019s just like us. Wait a second\u2026<\/p>\n\n\n\n

Want more insights like this? Connect with me on<\/em>\u00a0LinkedIn<\/a>.<\/em><\/p>\n\n\n\n