Generative AI (GenAI) is a concept that is having a huge impact on the marketing industry, affecting everything from the volume of content produced, to concerns over quality. Marketers and businesses alike are seeing major repercussions on the content that is being produced online, across a range of sectors, thanks to the ease with which content can be generated - according to the stats, demand for content grew by 1.5x in 2023 alone.
The sheer volume of content means that it is harder for businesses to reach their audience across a variety of channels, including both paid and organic. Google has responded to this by updating its algorithm to penalise low-quality content in search results; this is largely through the implementation of EEAT – which dictates that all content must demonstrate Experience, Expertise, Authoritativeness and Trustworthiness in order to rank well. There is no denying, however, that engaging an audience through the GenAI noise is harder than ever before.
GenAI is on the rise - 37% of all workers in marketing and advertising are using AI in the United States in 2023, followed by 35% of workers in the technology sector, 30% of people in consulting, 19% of accounting workers and 15% of all healthcare workers. Overall, large-scale GenAI adoption was around 23% in 2022 - and this number is expected to rise to at least 46% by 2025.
When it comes to content production, the numbers are just as high - and expected to climb. According to experts, there is an expectation that the future will see 90% of content on the internet produced using GenAI, and this is a trend that looks set to continue on an upward trajectory as the technologies and capabilities of AI advance and grow.
Source: Insider Intelligence
What Is The Threat For Businesses?
While GenAI can have a number of benefits for businesses, including increased efficiency and cost-savings, the sheer volume of content that is being generated is creating an environment where it can be difficult to stand out from the crowd. The issue here is that users are becoming desensitised to content created by GenAI - it has become so prolific that audiences are growing bored and tuning out, forcing businesses to fight harder to stand out and make their statement.
Should I Stop Using GenAI?
The fact that GenAI is inundating the internet doesn’t mean you should completely ban it. It should be used intelligently to complement your content creation process. Knowing how to prompt tools like ChatGPT or Jasper is important to get exactly what you need. Depending on the purpose of your content and the channels it will be pushed on, you’ll need to be careful how much ‘raw’ AI text is in there. Google can detect AI-written content and could potentially downgrade your piece if it doesn’t meet its guidelines.
AI can also be used to come up with ideas and assist in building your strategy. However, remember Google is looking for authenticity and uniqueness, and AI currently regurgitates what already exists. Adding a human touch to include your expertise in the content is the key for success here.
How To Engage Your Audience
The good news is that there are a number of methods and tactics that can be useful in engaging your audience and ensuring that your business stands out from the crowd in the face of GenAI noise. These include:
Create A Cohesive Strategy
One of the most important tricks you can use is to create a cohesive content strategy, and this means that you need to think about how your content will fit into the wider picture, and the impact it will have on your target audience. A clear strategy can help you create content that is tailored to their needs and interests, giving them something unique, interesting, and entertaining that they can’t get anywhere else.
Start by getting to know your audience - this will make it easier to create content that resonates with them. You can do this through market research, surveys, and interviews, and this will help to provide you with valuable insights. You should also think about how to create content that stands out for the right reasons – this could include using visual elements, creating interactive experiences, or making use of storytelling techniques - ideally, a quality combination of these will help to engage your audience.
Personalisation is a critical concept in marketing - and for good reason. In a world where GenAI is churning out generic content, it’s important to make sure that your content feels tailored to your audience. Take advantage of personalisation tools and technologies, such as dynamic content or email marketing automation, which can help you create a more relevant and engaging experience for your customers.
Make the most of data to gain real insight into your customers; what are they buying? How are they interacting with content? How are they finding your site? What is their purchase history? How can you offer a solution which is unique to them? These are all questions which can be answered with data, and this can then help you create content which is tailored to them.
Stats show that 71% of consumers expect personalisation – and that 76% of all customers are frustrated when they do not find it. By offering personalised content, you can make sure that your audience is engaged with relevant and interesting content - rather than generic noise - and boost the customer experience by helping them to feel heard and understood.
Building Your Database
Another key method for engaging your audience is to build a database of customers and prospects. This will give you the opportunity to create meaningful relationships with them, as you’ll have an understanding of their interests, needs and preferences. You can then use this information to personalise content - or even special offers and discounts - to ensure that they are getting something unique which is tailored to them.
As mentioned, this can help to build customer loyalty and trust, as well as increasing conversions - and in the face of generic GenAI noise, it stands out.
Giving Value and Expert Opinions
One of the main challenges you face as a business is to ensure that customers turn to you, rather than to GenAI - so you need to give them a reason to stick around. By focusing on giving value and providing expert opinions, you can make sure that your content stands out from the crowd and provides something unique.
Think about what your customers need and how you can help to solve their problems. You could create video tutorials which show them how to use a product or service, offer advice on a particular topic or provide helpful resources which are tailored to their needs. By creating content that is valuable and informative, you’ll be more likely to engage your audience - and keep them coming back for more.
Creating content that stands out from the noise of GenAI should be in your top priorities when building your marketing strategy – but it can be a challenge. By taking the time to get to know your audience, using data-driven personalisation tools, and offering helpful resources, you can create content that will resonate with your customers and keep them engaged. Ultimately, this will help you build long-term loyalty and trust with your audience.
Here at Innovation Visual, we understand that creating unique content that stands out from the noise is integral to the long-term success of your business; and we also appreciate that this will look different for each and every business. Our team of SEO, content, and Martech experts can work with you to implement a successful strategy, designed to cut through the noise and help you really reach and resonate with your audience, in a way that helps you achieve your goals. Get in touch today to see how we can help you re-establish that crucial audience connection for the long term.