Every day, events are occurring that impact your audience.  This is an under-recognized opportunity for brand engagement, and the industry is starting to catch on.

Having a blog, newsletter, or information portal used to be a ton of work.  It took writers, editors, and marketers to host a full fledged content portal.  Unfortunately, that meant it was out of reach for most brands.  AI has changed a lot of industries, but few more than content marketing.  Creating and distributing content is easier than ever before. Now, a single person can do a job that used to take a small team.

All of a sudden, content marketing campaigns are making sense for a whole new generation of marketers.  Brands that had no real voice before are beginning to find one through content publishing.  As the trend continues, audiences will start to expect a brand to have a point of view on the issues they care about.  That might mean being informative, insightful, or funny, but it always means being on top of what matters to your community.  Social feeds full of product promotions and limited time offers will begin to seem less appealing to users with more enticing options.  Times are changing quickly, which is a huge opportunity for those nimble enough to embrace change.  But like with any other major industry shift, new problems and pitfalls are emerging as well.

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Generating quality content using AI still isn’t easy.  AI is great at delivering word count, but it’s bland down to its very core, and that’s a huge problem.  The cheesy marketing tone that it writes with can be fixed easily enough with basic prompt engineering, but beneath that is a deeper issue.  AI writing never gets to the point.  It’s often a meandering string of words that promises some underlying purpose that never seems to present itself. The reason is simple enough when you think about it.  AI generated writing never has a point because AI doesn’t have anything it wants to say.  It has no personal opinion, core values, or unique point of view.

One of the biggest secrets to using AI for effective content writing isn’t ‘elite’ prompt engineering or magical phrases, it’s understanding that AI needs to be given a good subject and unique point of view to create quality content. 

Nobody understands your audience like you do.  This makes you an undeniable, irreplaceable asset.  We live in a world where AI content is practically free, but it needs a human perspective to view the world through.  Every day a flood of news, videos, and social posts are unleashed across the web, and they impact different people in different ways.  What matters to your audience?  What channels and mixes of content do they find engaging?  Most importantly, how do these trending events impact them, and what perspectives will they identify with?  If you can answer those questions, then you are your own secret weapon to generating a never ending stream of engaging, high quality content.  This approach is called Reactive Marketing, and it’s a trend that’s been exploding over the past few years.

So, the solution to unlocking audience growth is to become your community’s information portal.  Simple?  Not quite. Engaging followers with trending events and unique perspectives is easier than ever before, but it can still take prompt engineering, as well as a good deal of manual research, editing, and navigating multiple publishing platforms and AI tools.  Luckily, there are now options for making that easier as well.  Consider using a reactive marketing platforms like ContentEngine to streamline your content marketing workflow, making it easier for you to curate ideas, develop perspectives, and publish content.