Guiding Principles in AI and Content Marketing in 2024
I recently spoke with the team at Moon Phase, a creative agency that works with brands to create content that connects, about the role of AI in content marketing. Or more specifically, how to use AI to cut through the noise. Moon Phase is led by a seasoned team of writers, editors, and journalists: Drew Millard, Emilie Friedlander, and Leslie Horn Peterson.
We’re experiencing a seismic shift in the content landscape. With traditional media platforms waning and digital noise increasing, brands face the daunting task of cutting through the clamor to capture and retain audience attention. That’s where content comes in.
But what does that really look like in 2024, with the advent of AI?
Here are a few key takeaways:
Your brand's content exists to help build a relationship with real people on the other end of the line. To do that, you need to show your company's personality and authenticity.
Personality can show up in big ways, like brand stunts that generate lots of content, but it can also be accessible for smaller brands. You can show your company's personality through content, like a limited editorial series, a newsletter mini-series, or a set of frameworks.
Be creative and bold, think big, and try to create a powerful story that will resonate. Then, explore how to bring it to life. Which brings us to the next point…
AI can help you automate and streamline certain parts of your content creation process - like transcribing, editing, video clipping, even creating a first draft. But if you use AI to generate a bunch of same-y content, you run the risk of annoying not only your customers, but also the Google bot. (And you don't want to do that!)
In other words, the best possible use case of AI for your content is to forget about it at first. Be creative, have your process, think big, and then use AI to either make it possible for you to create this content, this cultural moment, or use it to streamline a part of the process that is cumbersome and clunky.
We also spoke about a few other themes that bear repeating:
Content can create cultural moments.
Impactful content marketing has the ability to create cultural moments that your audience will connect with, and remember. The story your brand tells - and how it tells it - really matters.
As Drew called out, information is decentralized. The days of an entire generation turning to one brand are over. So in a disjointed, disconnected, digital world, your authentic story helps your brand stand out. That’s the cornerstone of effective content marketing.
Real people still matter.
Artificial intelligence (AI) in content creation poses both challenges and opportunities. While AI can streamline certain aspects of content production, it lacks the nuanced understanding and emotional depth that human creators bring to the table. The key is not to replace human creativity with AI but to use it as a tool that augments the content creation process, ensuring that the soul of the story remains.
Finding those storytellers is possible.
With the decline of traditional media outlets, a reservoir of professional storytellers—journalists, writers, and editors—stands ready to infuse brand narratives with depth, flair, and insight. These seasoned narrators bring a journalistic rigor to content marketing, transforming brand stories into engaging, memorable experiences that not only inform but also inspire and entertain.
Work with storytellers to celebrate your personality.
Brands must dare to be different. Injecting personality into content not only distinguishes a brand from its competitors but also forges a more personal and enduring connection with the audience. This approach transcends the transactional nature of business, fostering a brand-audience relationship built on mutual respect, understanding, and shared values.
As we look to the future of content marketing, it’s essential to prioritize authenticity, and never underestimate the power of a well-told story.
For a deeper dive, check out the full conversation:
