Introduction
If everyone can write a lot more and a lot more quickly AND do so with SEO-tuning just a prompt or button click away, how should we be thinking about content production and content marketing?
Given the work we do here at, Air Traffic Control, I've witnessed firsthand how the rise of generative AI and increased competition for keyword rankings have impacted content strategies. In this blog post, I'd like to suggest that the biggest opportunity in content marketing looking ahead is to write for the middle of our funnel rather than compete with the blitzscaling of content that generative tools have made possible.
The Rise of Generative AI and SEO Challenges
Generative AI, popularized by OpenAI, Jasper, Writer, Copy.ai and others, has revolutionized content creation. It has unlocked the ability to generate vast amounts of content at scale. This is not news.
The acceleration in the amount of content on the web has posed challenges for content marketers who have historically relied on SEO to deliver pipeline. With more content being generated, competition for keyword rankings on search engines has intensified, making it harder than ever to achieve visibility and drive organic traffic. I don't have numbers on this, but it's kinda what everyone is feeling. And why wouldn't it be true? If anyone can write an article about any topic that is reasonably well researched and structured in a short amount of time, how would that not make it increasingly difficult to rank? [shakes fist at SERP gods]
Diminishing Returns of SEO-Focused Writing
In this increasingly competitive landscape, traditional SEO-focused writing may deliver diminishing returns. While incorporating relevant keywords is still important, a sole focus on SEO can hinder the creation of genuinely valuable and impactful content. Writing solely to appease search engine algorithms may sacrifice the human connection and fail to engage the intended audience. The pie of people who care about any given topic isn't really getting any bigger, but now there are a bazillion more slices of that pie. #Hungry
There is, however, an alternative: You have a wealth of data within your CRM and marketing automation systems about your subscribers, customers, and partners. These are the people who are already interested in your content and have established a connection with your brand. By focusing on writing content that is helpful and relevant to them, you can achieve more meaningful engagement and long-term impact.
The Power of Writing for Known Contacts
When you write with the individuals in your database in mind, you can tap into a level of relevance that actually delivers results. By leveraging the data at your disposal, such as engagement history, industry news, and preferences, you can craft content that addresses their specific pain points and provides tailored solutions. This approach not only fosters stronger connections but also solidifies your credibility and authority as a trusted resource. Which generates actual freaking pipeline.
Strategies for Writing Impactful Content
To excel in this new landscape of content marketing, consider implementing the following strategies:
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Truly understand your audience: Dive into your CRM and marketing automation systems to gain invaluable insights about your contacts. Identify their needs, preferences, and challenges to create content that genuinely matters to them.
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Leverage data insights: Utilize data analytics to gain a deeper understanding of what content resonates the most with your known contacts. Discover patterns, trends, and preferences to refine your content strategy continuously.
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Embrace feedback loops: Encourage dialogue and feedback from your audience. Actively listen to their comments, suggestions, and questions to inform your content creation process and ensure you're addressing their concerns effectively.
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Selfish bit: Get Air Traffic Control. We can tell you exactly how relevant you are to your existing audience, automate research of every individual's interests, and tell you exactly what to write about to stay relevant.
Conclusion
The landscape of content marketing is evolving rapidly, necessitating a shift in our approach to engage and connect with our audience effectively. By diverting our focus from SEO-centric writing to crafting content that genuinely helps the people we already know, we can establish stronger relationships and make a lasting impact.
If you're ready to understand just how relevant your content is to your existing audience, I invite you to sign up for a free Air Traffic Control account. With our personalized content delivery platform, you can leverage the Content Utilization Report to learn what percentage of your content is engaging your target audience, and optimize your strategy for better performance.
