Advert exec Dave Trott as soon as identified the dictionary definition of “content material” to unpack his distaste for that time period in advertising and marketing:
“Content material (noun): every thing that’s inside a container; the contents of a field.”
“So there it’s: we’re within the delivery enterprise. That’s what occurred to what we used to name ‘the concept.’ The thought has grow to be no matter goes into the field: simply content material. It could possibly be something, it’s not essential…
“Content material is seen as simply stuff. The stuff that goes into the house that’s there to be stuffed…
“And there’s my downside with the phrase ‘content material.’ It doesn’t matter what the content material is. The content material is now simply one thing to refill the house.”
Dave’s perspective got here to thoughts as I considered using synthetic intelligence in advertising and marketing content material over the previous few years.
In 2020, OpenAI introduced the most recent model of their text-generation know-how referred to as GPT-3. It’s able to writing absolutely anything you may think about with only a few inputs. The output might be generic and repetitive, however the high quality of the writing is a step change over earlier generations. More and more it sounds human.
Earlier this yr, Google’s Search Advocate John Mueller described AI Generated Content material as “spam” that was in opposition to Google’s tips. But he admitted that Google might not have the ability to detect whether or not this content material was written by AI or people.
Naturally, AI is being adopted by entrepreneurs for all types of promoting content material. Whether or not creating articles wholesale, or used as a instrument to assist with among the discrete duties of writing (ideating, researching, outlining, writing, modifying), synthetic intelligence is more and more part of the method.
Nevertheless it’s essential to do not forget that AI is only a instrument. It might assist create create “content material” extra effectively, however is it content material that’s price creating? Is it ownable, distinctive, and differentiated? Does it have a purpose for being? Or is it simply created to refill an area?
We are able to’t break via the muddle by including to it.
Listed here are a number of associated cartoons I’ve drawn over time:
“If advertising and marketing saved a diary, this might be it.”
– Ann Handley, Chief Content material Officer of MarketingProfs
