The proliferation of AI-assisted content marketing will reportedly eliminate the prevalence of generic, SEO-driven articles and usher in an era of Point of View (POV) content. The concern is driven by increasingly accessible AI models, which allow anyone with internet access to create content swiftly, amplifying instances of generic copy, flawed data, bias, inaccurate info, and common AI anomalies.
As a result, companies must differentiate their output from the flood of AI-crafted content. The days of SEO-managed blog posts cannot compete with AI-crafted articles, meaning a new strategy is essential: relying on ‘POV-based’ content. This type of content offers an authentic perspective that no AI could currently replicate.
Building a brand’s identity through POV-based content is becoming increasingly important in content marketing. Such content reflects the brand’s own stance or perspective, incorporating journalistic approaches, original research, and personalized narratives.
Therefore, omnichannel content for various platforms that reinforces a brand’s unique voice and perspective is necessary. Brands need to position themselves within active communities and channels where they can consistently promote their POV.
Tips on developing a robust POV include:
- Understanding the rationale behind content creation – Pinning down the brand’s mission and values. Such understanding helps create unique content in areas most likely to establish the brand as a thought leader.
- Doubling down on storytelling – Eliciting the real needs of customers and stakeholders, then crafting narratives exclusive to the brand’s perspective.
- Upholding brand standards – Establishing editorial guidelines based on brand pillars and quality standards, ensuring content adheres to journalistic principles, including accuracy.
- Optimizing AI’s strengths – AI can aid in ideating and amplifying content, saving content teams time on tasks such as research, brainstorming, and outlining ideas. However, human oversight remains crucial to ensure brand authenticity.
Finally, despite AI’s pivotal role in reshaping content marketing, completely replacing human creators is an improbable future. AI, despite its advanced capabilities, remains unable to genuinely experience or cultivate an authentic POV, a human element that remains irreplaceable.
Source: AI will kill generic content marketing – and usher in a new age of POV content.
