Is content marketing dead and can it really help your business grow?

Before AI and ChatGPT came along, people talked about content as the king of marketing.

Good content never fails.

Has it lost its power, and can we still talk about the strength of content marketing as we know it?

According to the Content Marketing Institute, almost half of people who create content use AI to come up with new ideas. About 46% also use it to find good titles and words that people search for. More than one-third, which is 36%, use AI to help them write. But some people feel unsure about this.

Is this content good enough for your business?

Does it nowadays look like a copycat or we have missed the point?

Most of the people who create content, about 62%, worry that using AI might make people not appreciate good writers and editors as much.

Have they lost their value same as content?

Many people who create content, like articles and videos, said they were most interested in learning how to use new technologies, like AI (Artificial Intelligence). This was the skill that almost half of them, about 48%, wanted to learn more about. It went up by two points from the year before.

After that, about 42% of them wanted to get better at working with data analytics and data science. And the same percentage, 42%, were interested in improving their leadership skills.

Okay, this is about a person’s personal struggle with artificial intelligence, but a good creator is always a good creator and they can only use artificial intelligence to make content better and faster. A good content creator always stays original, but what happens with the business?

Many businesses use AI tools to help create stuff like articles or videos. But, most of them don’t have clear rules on how to use these tools. Some aren’t even sure. Only a few have set rules in place. Why is that so?

Because they know that AI can’t make people like your brand more or tell customers what your company is good at and makes them think highly of your brand. In today’s world, content is made to be more specific, honest, and aimed at making your audience feel important. AI still can’t build your brand reputation.

Even if they know the difference between AI and original content, sometimes they need help and skills from people who can build their brand reputation.

So let’s talk about real content and for just a second forget about AI tools. They are helpful but not all you’ve got and should offer to a costumer.

Everyone will give you advice to create high-quality content for your business, and you’re probably wondering what high-quality content is and how to achieve it.

It’s easy, but it’s also hard. We won’t lie to you.

High-quality content is content that your customers like because it resonates with them and helps answers some of their nagging questions. It’s insightful, educational and actionable in that they can put it to use with relative ease. It enables customers to find specific information, as it guides them to a desired destination.

If you want to travel to Dubai, you’ll search for information relevant to your travel plan, from the price of plane tickets to accommodation costs, others’ experiences, good restaurants, taxi fares in Dubai, and so on.

The airline’s task is to offer you the best possible option and facilitate your ticket purchase.

Imagine visiting Qatar Airways and instead of a filter for ticket searches, you see a picture of a stewardess with passengers on a plane, and that’s all the information you get. Something’s not right there, isn’t it?

That’s unnecessary information and a photo that doesn’t say anything and doesn’t meet your needs. But if there’s content like:

“Join Privilege Club and fly to earn bonus Avios, Subscribe now by using promo code PCEUR23,” and below that, a search filter.

Bingo!!!

We already have something.

You needed a ticket and you got your bonus and the mystery is solved.

We’re telling you, it’s simple, but why did we say it’s hard?

It’s hard to understand the customer and their needs.

The question always arises: what does the customer want and what is the best experience for them?

After searching for a ticket, you also searched for accommodation, and TripAdvisor says the following: “Build a trip in minutes. Get a personalized itinerary just for you, guided by traveler tips and reviews.”

Great, that’s all you needed, others’ experiences, reviews and quick booking. Isn’t it?

Your positive search experience can continue endlessly until you land in Dubai.

These companies just knew to offer you not just a regular photo but a real experience that was useful, valuable, and ultimately fulfilled your desire or goal.

Do you now understand better the power of content marketing in the business world?

If you still have trouble creating content that will help your customers achieve their goals, understand their needs, and provide them with value, then it’s time for the Grudva team.

We are here to ensure a smooth takeoff and landing for your customers, with values that will bring them back to you and your business again.

We have content and you have the power, so let’s meet at the POWERFUL CONTENT SPOT!