Content Creation in the Age of AI

Article writing.

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For the last few months, we’ve not been able scroll on any social media platform without being reminded that Artificial Intelligence is here to stay, and that it is shaping the new era.

Much like a lot of people did back when the internet was implemented, many are overwhelmed with this new development, and are still stumbling into understanding what this means for them in terms of work, content consumption, entertainment, and even regular day-to-day.

So, what will the world look like in five years from now in the age of AI? That’s a question we are still hesitant to try and answer (probably someone already asked ChatGPT, but let’s put a pin on it for now), however, there are some questions that are much more pressing.

Now that AI is revolutionizing the way we create and consume information, those of us in the digital marketing world can’t help but wonder about its direct consequences for content creators.

Now, that’s a question we can tackle.

In the world of digital marketing, staying ahead of the curve is top priority. As technology advances exponentially, it transforms and changes industries from within, and digital marketing is no exception.

Here are a few aspects that Artificial Intelligence will change for content creators all around the world, and that we’d be wise to keep in mind to stay on top of our game in this new age.


SEO and Content Optimization:

Now more than ever, understanding the people behind the screen is crucial in order to maximize the possible uses for AI.

Content writers will need to develop a deeper understanding of SEO principles and how to optimize their content in order to reach specific individuals – but no only that. Understanding SEO and using specific words in your content will also help AI models find you.  A focus on incorporating relevant keywords, writing meta descriptions, and structuring content to improve readability and user experience is a must.

Also, with the rise and shine of voice search, content writers will also need to adapt their writing style to natural language queries and long-tail keywords.


Personalizing content to the maximum:

As AI-powered algorithms become more sophisticated and powerful, personalizing our content creation will play a main part in digital marketing strategies. Writers will need to stay on top of industry developments and insights to create highly targeted and personalized content that can reach specific audience segments, while leveraging specific pain points that are unequivocally human to make sure it resonates with the right people.


Storytelling and Brand Narrative:

Nothing beats a good story, and the good news for now is that AI can only create one if the user knows how to craft one (and even so, it won’t be perfect). However, we don’t know how AI models will evolve in the next few years, which is why crafting compelling brand stories and narratives can go a long way to resonate with people in the digital landscape. Creating emotional connections has always played a vital part in content creation, but after the surge of AI, it will become the number one priority for content creation – even in the tiniest forms.


Using the AI to our advantage:

AI has some obvious advantages. One of the most evident ones is how much time it saves. AI algorithms can analyze large amounts of data to identify patterns and predict customer behavior. This will help marketers optimize their advertising strategies by targeting specific clients much more effectively. In fact, AI-powered ad platforms can even automate ad placement, bidding, and targeting, which is a big plus to optimize campaigns in real time.


Above all, staying human

The great Japanese animator, Hayao Miyazaki, has called AI the sign that we as humans “have lost faith in ourselves.”

As the AI revolution happens in front of our eyes, one thing remains certain: many will lose sight of the big picture, and in the process, they will lose sight of themselves as individuals.

In the next few years, we might find ourselves in the middle of an AI-generated world when it comes to content. In the attempt of taking advantage of the tools to reproduce information as fast as possible, at some point, an article you read will probably be AI content replicated by another AI, created by another AI, and so on, until it is only the shell of the true purpose of the piece.

In the end, the most important aspect of understanding how content creation will change in the age of AI, is realizing that we could very easily lose ourselves in it.

As ethical brands and creators, we need to prioritize what led us to this point: our creativity. Our human beliefs. Making up our own minds.

Critical thinking, disruptively honest opinions, and above all, the will to keep creating content in the hopes of helping others (and not of them helping us with their clicks) should become the foundations of the content creators of the near future.

In the end, that’s the only type of content that’s worth creating.