Thoughts from a Measured Marketer: The AI Content Edition

As a marketing professional, I've spent years navigating the ever-evolving digital landscape. Yet, nothing has been as transformative in marketing as the advent of artificial intelligence. AI isn't just a new tool—it's a paradigm shift that's poised to replace all mediocre SEO and marketing content, fundamentally disrupting the way we learn and communicate.

Not long ago, to understand complex subjects like economics, politics, or intricate finance meant hours lost in dense textbooks or sifting through a maze of internet articles—often penned by writers who lacked deep understanding. The information was fragmented, incomplete, and hard to digest. Then I began leveraging AI to simplify these complexities. Astonishingly, about 95% of the time, AI provided clearer and more concise explanations than traditional resources.

Gone are the days when I'd piece together subtopics from countless sources. Now, AI delivers coherent, informed content with unique perspectives—all in one place. And this isn't just my personal experience. The digital landscape is shifting toward high-quality, AI-enhanced content. If your LinkedIn feed is anything like mine, you've likely noticed this trend too. Industry observations indicate that search engines are increasingly favoring well-researched, insightful content over generic, keyword-stuffed articles. This means that content resonance and SEO performance are becoming more closely tied to quality and depth. According to a 2023 study by Content Marketing Institute, 60% of marketers reported that AI-generated content outperformed human-written content in terms of engagement and SEO rankings.

The same revolution is happening in marketing content—think landing pages, social posts, blogs, e-books, white papers, and comprehensive guides. At the core, this content is meant to educate and influence.? I've used AI to create high quality content ranging from training modules and curricula used in academic settings to shorter formats such as social posts, blogs, e-books, etc. – in minutes.?

Tailoring formats not only allows greater distribution through a variety of channels, but more importantly it aligns with your audience’s cognition. ? According to a study published in the Journal of Educational Psychology, varied content formats improve recall and understanding by up to 40%. This approach of learning over time through "snackable bites" is redefining how we absorb information.

Together, this is disrupting the way we learn.

AI is democratizing education by making complex information accessible and customizable. Personalized learning experiences are no longer a luxury but an expectation. AI tutors adapt to individual learning styles, providing instant feedback and resources tailored to each student's needs. This not only accelerates learning but also increases engagement and retention. Educational institutions and corporate training programs are beginning to incorporate AI-driven tools to enhance learning outcomes, signaling a significant shift in educational paradigms.

So, what can companies and marketers do now?

First, it's imperative to level up content creators. Mediocre content won't cut it in an AI-dominated landscape. Companies may need to hire practitioners with real-world experience in specific domains and have them focus on writing. A prime example is A Cloud Guru, a unicorn in the ed-tech space. They famously hired knowledgeable and creative cloud practitioners to develop content, turning their expertise into a competitive advantage. Who would've thought people could be technical and creative? Ryan Kroonenburg, the founder – because he was both as well.

Marketers must reassess where they fall on the spectrum between technical and creative skills. Traditionally, many have self-identified into niches: performance, brand, design, marketing technology, and so on. But the future demands a "barbell" model—developing deep expertise on both ends of the spectrum. At ACG, every employee was required to get cloud certified.? Similarly, you need to immerse yourself in the technical aspects of your industry while honing your creative prowess. AI can be your ally in this journey.?

How do you build these barbell skills?

• Be Honest with Yourself: Evaluate where you currently stand. If you're somewhere in the middle, it's time to bolster both your technical and creative skills. Recognizing this need gives you a head start over many.
• Cultivate Curiosity: Don't shy away from areas outside your comfort zone. Dive into the technical or creative aspects you're less familiar with. Use AI tools—they can accelerate your learning by presenting information in a way that suits you and allowing you to probe deeper with questions.
• Focus on Specific Applications: Identify a particular area where you can apply your new skills. For instance, if you're a designer wanting to grasp the technical side of digital marketing, use AI to learn and implement strategies in your projects. If you're a junior copywriter lacking deep SEO knowledge and refined writing skills, leverage AI to delve into SEO principles and refine your writing.
• Commit to Ongoing Learning: Follow thought leaders and industry experts on LinkedIn. For creatives embracing AI, look up professionals like Paul Dervan. For brand marketers seeking to understand data-driven marketing, follow experts like John James. Continuous learning keeps you at the forefront of industry advancements.

Imagine bringing it all together. An SEO specialist who comprehends the nuances of algorithms across Google, ChatGPT, and YouTube, and understands the importance of user experience. Someone who understands how technical SEO intertwines with content.? Leveraging AI, they create long-form articles, infographics, low-fi videos—even technical requirements and code. They select topics, draft briefs, produce content, provide requirements? and code to developers, and analyze results within a seamless workflow.

Businesses might think this talent is impossible to find, but it's not. I've made a career out of identifying, hiring, and developing professionals who bridge functional areas that don't traditionally align. This strategy enables the formation of lean, non-siloed teams that are both agile and innovative. Here's how you can do it:

1. Use First Principles Thinking: Don't be confined by conventional job titles or descriptions. Define roles based on the functions and skills required. This approach breaks down silos and fosters a more integrated team dynamic.
2. Search for Skills, Not Titles: Identify the essential skills you need within or outside of your team. Consider where you might find individuals who possess them—even if they're from a different internal team or different industries or roles. You might discover candidates who have transitioned careers (or desire to), bringing a rich diversity of experience.
3. Active Talent Sourcing: This unique talent won't likely respond to passive job postings unless you're a highly coveted brand. Actively search for and reach out to potential candidates.
4. Develop Talent Internally: If you can't find the perfect fit externally, consider nurturing talent within your organization. With strategic planning, you can cultivate the expertise your company needs, often more cost-effectively.

In conclusion, AI is not just another tool in our arsenal; it's a transformative force elevating the standards of content and reshaping the way we learn and work. Companies and marketers who recognize and adapt to this shift won't just survive—they'll thrive in the new landscape. Embracing AI, investing in deep skills, and fostering versatile talent are the keys to unlocking future success.