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A content strategy consists of several different elements, some are must haves others are nice to have. How thorough your content strategy is, is up to you. The more you include the more cohesive your content will be.

Once you have decided to take on board some help from a content marketeer you have to make sure you brief them properly to insure a successful collaboration. Not all services require the same briefing, let’s look into it.

Striking the right tone of voice to engage with your audience takes some finesse and empathy. What is a brand's tone of voice exactly and how do you decide on what yours should be?

Finding and defining your audience is a key factor in the success of your content marketing and your business as a whole. And it is not something generative AI can do for you, as it requires both data and empathy.

Instead of generating a lot of meaningless content with AI, you want to create content with purpose. That will allow you to measure its success or failure. There are different types of purposes to choose from for successful content.

Several big brands faced viral going backlash after using generative AI for their marketing content. Meanwhile, brands who have banned gen-AI use or simply chosen not to use it have been celebrated for championing human creatives.

AI generated content is of inferior quality to human created content and it looks like it is only going to get worse. With 50% of internet content consisting of AI generated slop, there is not enough new data to keep retraining LLMs.

If you insist of on using generative AI, you should be aware of the consequences. There are signs of increased dependency, limited cognitive function, and decreased ownership of the generated content.

Can you still tell what is real and what is fake? That cute video you saw of an animal doing something unexpected? What about that news story about how food delivery services are giving drivers “desperation scores”?

The tech companies behind LLMs do not want you to think about the impact of using gen-AI. But recognising that there is a problem is the first step to finding a solution. Time to look at the damage that generating content does.

Generative AI companies are not hiding that they have illegally used copyrighted material to train their programs. They know that they could not exist without it. They do not care, but you should.