"Draft an article, write a newsletter, or polish off a social post in seconds: sounds like a content marketer's dream, right? Well, we soon learned otherwise. AI models flooded the market with generic copy. Companies (and their customers) discovered that as the obstacles to creating content dropped, so did standards. The result? Loads of content rife with bad data, innate bias, inaccurate info, and those all-too-common AI hallucinations."
"POV content is future-proof content With AI threatening to homogenize content marketing and messaging, brands must double down on building their presence and reputation through POV content. Think of it as a proprietary value-add for your business. The focus should be on creating and sharing journalism-driven stories, with original research and personalized perspectives that make up your brand DNA. That means developing omnichannel content - for newsletters, magazines, podcasts, social media channels, events - that reinforces your brand voice and perspective."
Generative AI lowered barriers to content creation, producing large volumes of generic, low-quality copy filled with bad data, bias and hallucinations. As AI enables quick SEO-driven how-to posts, standards have fallen and differentiation has eroded. Brands must move away from SEO-only strategies and invest in proprietary points of view grounded in original research and journalism-driven storytelling. POV content should be published across newsletters, magazines, podcasts, social, events and other channels to reinforce brand voice and perspective. Brands should engage communities where audiences are active and continually promote unique perspectives that AI cannot authentically replicate.
Read at The Drum
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