3 Facets of Inbound Marketing Won't Be the Same After AI: Here's Why
Inbound marketing is about providing unique, standalone value via content to your prospects. It’s a “show, don’t-tell” methodology: I will show you that my brand is empathetic, helpful, and trustworthy, rather than simply telling you it is.
But what about a world in which people don’t turn to your brand anymore to find content … They turn to AI?
The marketing industry is changing rapidly as a result of AI, and with any change, it’s normal to question the status quo: Will the traditional inbound marketing playbook continue to triumph in a post-AI world?
Inbound marketing isn’t going anywhere, but it is changing as a result of AI. Here, let’s dive into some changes marketers’ can expect to see when it comes to inbound marketing and AI over the next few years.
How Inbound Marketing Will Change as a Result of AI
1. AI will transform the content creation process.
In the short-term, HubSpot Creative Director Matthew Watkins believes AI will decrease the quality of content we see across the web and social channels.
As he puts it, “AI has made it easier to create the absolute worst type of content. It hasn’t changed much about creating really good content that matters and improves people’s lives. Can creators create faster with AI tools? Sure, but truly valuable content still requires a human to extract an insight. Creators still need a great idea to make AI work for them.”
Watkins adds, “Unfortunately, AI will fill up the internet (more than it already is) with bland, empty platitudes, images, and video. Finding the good stuff will get harder before it gets easier.”
When you consider all major technological shifts, you’ll see this same pattern occur. In the early days of social media, for instance, people were largely posting large piles of unedited photos to their Facebook accounts. Nowadays, people have become much savvier at creating high-quality content because it’s the only way to stand out on social.
While we’ll absolutely see a decrease in content value short-term, it will inevitably boomerang back to high-quality content in the long run. As the quantity of content increases online, quality will become an increasingly critical aspect of your strategy if you want to stand out in a post-AI world.
Additionally, a marketing team of one will have an easier time competing against major enterprise teams with the help of AI.
As Principal Editorial Lead Ben Harmanus puts it, “AI tools empower people to take an idea to ‘experience’ in a short time. This isn’t necessarily a bad thing. It helps to iterate faster and test again as ‘testing’ isn’t as expensive as it used to be.”
He continues, “It’s now easier for a single person to outrun a corporate Marketing department, because that person can take an idea to publication in no time. It still needs a person that can enter a smart prompt, a person that understands how important brand consistency is, a …read more
Source:: HubSpot Blog
