I am into content marketing and management and its been some time. Before Covid it was totally different. Yes, there were brilliant tools for creating content and gadgets were never an issue.
But, nobody in 2020 could have imagined the content landscape would change this dramatically. The consumption is multifold and I believe that is because the production speed has more than doubled. Its not just automation anymore, its beyond that. I am sure this is not onlu in the case of content creation/marketing but I can only speak for my domain.
5 years ago digital marketing was
- SEO: Keywords, Backlinks
- SMM: Consistent Posting, Engagement Hacks
- Creation: Manual, Time Consuming and Expertise-gated.
- Differentiation: Tool skills (Hootsuite, GA, Canva, Adobe, etc)
Today
- Content volume has exploded – Attention has collapsed
- Creating, editing and scheduling is a cakewalk
- AI made execution cheap, but
- Thinking, Taste, Strategy and Storytelling got expensive.
The Market does not reward the DOERs anymore. It rewards operators who know what to make, why to make and how fast to make.
The biggest misunderstanding is most marketers think, “I should learn AI and use it“. People usually fall behind even to that and that is what panics you. However, what makes you sell today is, “Using AI to think better, decide faster and create sharper content“.
Its not fair to say that AI is replacing digital marketers, creators or content editors.
Its replacing slow workflows, generic content and marketers or creators with no adaptability.
The biggest advantage we have is we dont need to start over. We need to upgrade our role from “Creator” to “Designer powered by AI”. For that we need to learn how to make AI do our tasks effeciently because the content landscape has changed not because AI made content easier, it exposed bad strategies. AI can perform but first we need to learn how have it perform for us and thats the catch which needs a good strategy.
So yes, AI as a whole seems scary and can panic you but we can pin it down and make it work for us the way we want it.