GenAI opens floodgates of content online while consumers continue craving original content

AI, despite its considerable hype, won't take the spotlight in content marketing; rather, it assumes a supporting role.

Although Generative AI tools, such as ChatGPT, have revolutionised the content landscape by providing AI-generated narratives effortlessly, nothing can substitute the genuine, authentic emotion conveyed through human-generated content. The true secret sauce in the upcoming year lies in seamlessly combining human touchpoints with AI-powered strategies for ideation, distribution, repurposing, and beyond.

The decline in search traffic is expected to persist due to the influence of ChatGPT. Many businesses will experience the impact of this decrease and consequently intensify their efforts in establishing and enhancing brand equity through social media platforms.

Your audience and search engines crave distinctive content offering insights and solutions. Can AI assist in achieving this? Absolutely. However, it's crucial to consistently fact-check, revise, and double-check your content.

Consumers are showing a growing preference for authentic, human-like interactions over narratives crafted by AI, driven by a desire for authenticity and thought leadership. Marketers need to emphasise the significance of genuine conversations in shaping their content strategy.

Therefore, genuine storytelling and original thinking will take centre stage in connecting with the audiences on a personal level. It’s more important than ever to focus on developing content rooted in original research that your audience can’t find anywhere else. 

Reportedly, Google's John Mueller has labelled AI-created content as "spam," and it contravenes the company's webmaster guidelines. Even if not enforced currently, Google is likely to devise a strategy to curb the use of AI-generated copy. Consequently, cautious content marketers remain reluctant to fully embrace these tools for content creation.

Despite this hesitation, the popularity of AI-powered tools in other facets of content marketing is on the rise. For instance, tools like Grammarly and Wordtune facilitate easier copy refinement. Additionally, platforms like MarketMuse employ AI to aid in content planning, keyword research, competitor analysis, and content briefing. They analyse your content, offering suggestions for optimisation and enhancing overall authority.

Nevertheless, marketers should adeptly employ the art of prompting AI, enabling time-saving, scalability, and concentration on strategic content priorities for maximum impact.

All that time you manage to save with AI can then be reallocated to improve your content structure, metadata, file naming conventions, brand guidelines, and the like.

Generative AI is something that content marketing leaders cannot ignore in 2024. Having said that, to make the most of it marketers should come together and draft guidelines on ethical usage of Generative AI.

Nowadays, there are AI tools capable of autonomously generating articles and creating intricate visuals. While AI-generated content can assist marketers in scaling up content production, there is ongoing debate regarding the ethical and sustainable aspects of this practice.

(This article is curated through research done by BuzzInContent on how GenAI can propel the efforts put in by content marketers. As an experiment to show the practical implementation of generative AI, this article is written with the help of ChatGPT.)