ChatGPT et al's unexepected boost to demand for human-generated thought leadership content
AI generated content is working wonders for marketers, but it cannot replace human generated thought leadership content and this what customers really want.
With many businesses running their marketing budgets on a quarter-by-quarter basis to be as flexible to emerging trends as possible, we’re starting to see where those budgets might be shifted towards in the coming months.
Spend on digital marketing will remain strong over the next six months, with social media marketing and video content taking centre stage. But nipping into that budget will the welcome return of thought leadership content.
Indeed, whilst the likes of ChatGPT and Gemini have swarmed marketing departments for the last two years, we’re beginning to see a backlash against AI generated content in favour of that which is created by humans.
The reason for this is simple: whilst super convenient (and free) to create, the content that AI platforms produce is not original. It is a mish-mash of other people’s content that has been scraped off the internet. Consumers of this content (i.e. your target customers) are starting to see this and it gives them a very poor impression of those organisations attempting to pass off AI generated content as being ‘thought leadership.’ It isn’t. It can’t be.
A major criticism of AI content writing generator tools, however, is the quality of the content they produce. The language and tone of most of the platforms we have trialled lacks any semblance of personality, authenticity, or real conviction.
True thought leadership ‘speaks’ to its audience in a way that resonates with them and provides real-world insights into the challenges and issues they face.
These platforms most certainly have their place, such as stimulating ideas for new pieces of content or undertaking basic research into a subject.
But they must only be used to play a supporting role and not take centre stage as the lead author. The outcome could be damaging to the reputation of the individual whose name is to be attributed to the published content, and that of the organisation they represent.
Thought leadership is about building on your area of expertise and then creating content that provides context, relevance, meaning and value to your audience.
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