The article stresses the importance of producing impactful, strategic web content in contrast to merely filling platforms with information. Drawing from extensive experience and research, the author unveils the Content Horizons Model, which emphasizes the integration of human creativity and AI in content development. It seeks to ensure that content is aligned with broader strategies and serves a purpose that resonates with audiences, rather than being mere filler. This approach is designed to yield smarter, more effective outcomes, particularly in the increasingly AI-driven landscape of content.
Content is not just about filling the platform. It's about alignment and how content connects across strategy, design, and development. And now, how AI fits into that mix.
This article is a summary of a paper I wrote based on my experience, supplemented by desk research, interviews with clients, and input from internal experts.
If you've ever watched the TV show First Dates, you know how painfully boring, self-centered, or meaningless content can drive audiences away from platforms.
We need to move from creating filler to creating killer web content. In the age of AI, we don't need more content.
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