🐒 Rapid Content Creation
🎙️ Add Your Brand’s Voice
🐝 The Best AI Defence
🐒 Rapid Content Creation
AI is bigger than the internet. It may even be bigger than the printing press!
On a short trip to the UK I visited the British Library, one of the largest libraries in the world. It had an exhibit featuring books dating back before 1000 AD, with famous pieces like the Magna Carta.
One thing that stood out in the collection was the profound impact of the printing press. There’s a clear delineation in literature pre and post 1450.
Did the artwork of books change after the printing press? Of course! It went from artisanal, handcrafted works of art to mass production. But the printing press democratized content.
Generative AI has already had a profound impact on the way we market and communicate. If you’re not using it, start! AI may be the biggest accelerant to your marketing.
An easy place to start is blogging and SEO content creation. At Sticky Branding, we’ve seen clients increase their SEO content output by 500 times!
But don’t stop with the written word. You can use AI tools to accelerate video editing, podcast editing, translation, graphic design, and programming.
For me, AI has opened a door for content creativity. It removes limits to what you can do in all media formats and dramatically accelerates the creative process.
In 2024, if your marketing team has not fully embraced AI in its content production, it’s already falling behind.
One Stat to Watch
5 Hours / Week
According to a survey of 1,000 marketers by Salesforce, generative AI is saving marketers 5 hours per week on average.
🎙️ Add Your Brand’s Voice
An editorial style guide for your brand has never been more important.
One of the challenges of writing with AI is losing your brand’s voice and unique point of view.
AI is so good at content creation that there’s a tendency to take the first draft. That’s a mistake. AI can accelerate content production, but you still have to own your brand.
That’s why you need an editorial style guide. This typically includes standards for grammar, spelling, sentence structure, and image use. Where I find a style guide the most helpful is in defining your content’s tone and personality.
A very cool tool to help define and manage your editorial style guide is Writer.com. It’s like Grammarly, but better. You can train the AI model on your style guide, and then edit your AI generated content to fit your brand.
I have only been using it for a couple weeks, but I already see the possibilities.
🐝 The Best AI Defense
The best defense for AI is a Sticky Brand.
While touring the British Library I googled “Magna Carta” to learn a bit more. The first result was an “AI Overview.”
Before the ads and the Wikipedia page, Google’s AI was answering my questions!
This really throws the concept of SEO into question. Why use search and peck through links when you can get contextual, accurate answers from AI?
It’s already clear that digital marketing tactics like SEO may be displaced in the coming years. And who knows what else will change?
Even with all this disruption, the one constant is your brand. You can rise above the noise and clutter by building Sticky Brand.
In Sticky Branding (the book) I wrote, “Sticky Brands bring together purpose, vision, customer service, passion, operational excellence, and strategy to deliver remarkable customer experiences. Customers don’t beat a path to the company’s door because of its marketing. Marketing hype scratches off quickly. Customers seek out Sticky Brands — and come back again and again — because those companies offer a compelling service and a memorable experience.”
Ten years later, that’s truer than ever!
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