Content marketing in the AI era

Humans can future-proof their writing career with this… [The Writer’ s Life]( May 25, 2023 "One opportunity used wisely can change your life dramatically." – Anonymous Hi {NAME}! The latest Disney revision of The Little Mermaid comes to theaters tomorrow and is set to make a huge splash. 😉 The story follows the journey of a young mermaid willing to give up her life in the sea to become human. I get it — humans ARE pretty remarkable. So remarkable, in fact, that AI tools like ChatGPT (which have also been making a huge splash!), will not be able to fully replace us. Sure, AI is a valuable tool for writers — one that can help you write better and faster, become more creative, and ultimately earn more money. But it cannot fully replace you. Today, AWAI Success Michele Peterson looks at the impact of AI on various writing specialties, and offers nine ways humans bring superior skills to certain key roles. But before I hand it over though … Just a reminder that today is your [LAST CHANCE to register for The Brian Clark Method training that kicks off next week](. This is a rare opportunity to learn from the legendary content marketing master himself … The same man who literally developed modern content marketing as we know it today. He'll arm you with everything you need to put his proprietary method for creating a winning content marketing strategy to work … By training you as though you've come to work directly for him at one of his start-ups. If you want to unlock a six-figure writing income, future-proof your career, and have steady predictable income from retainers that roll in every month like clockwork … [>> Lock in your spot now!]( Now, more than ever before, businesses are realizing how much they need someone who can think. Which is WHY a six- or even seven-figure income is more than possible when you understand the strategy behind writing. And Brian is the guy to teach you. [Go here for all the details …]( Just remember, this is your last chance to get in! To your success, Rebecca Matter President AWAI TODAY: Test Drive AWAI's Copywriting Program for $29 [ATD Image Spread] If you've ever been curious about copywriting, TODAY is your chance to test-drive our flagship program The AWAI Method™ for Becoming a Skilled, In-Demand Copywriter for just $29. You'll get hands-on experience … get feedback and direction from pro writers … build your portfolio … and get help landing clients … In just four weeks! [But hurry, this test-drive offer ends soon!]( The Importance of Content Marketing Strategy in the AI Era By Michele Peterson [female freelance writer holding laptop walks on beach] Content has been king since Bill Gates popularized the phrase in a 1996 essay. It still is. However, strategy is the emperor — the sovereign with the ultimate rule over the content marketing empire in the AI era. AI (artificial intelligence) is making it easier to do a lot of things. These days, AI-powered tools can turn on lights, tell you when it's time to reorder groceries, vacuum the floors, mow the grass, and even park and drive a car. And AI tools can make writing content easier, too. But … Content without strategy is like a self-driving car driving aimlessly around in circles with no destination in mind. The car may be moving, but without someone to point it in the right direction, it's a pointless exercise. The same can be said for using generative AI writing tools like ChatGPT and Jasper. The tools can create content. But they can't think strategically like a human can. As powerful as AI tools have become, they have limitations. For example … - They can't determine what content a company needs to achieve the results they want. - They can't figure out what kind of format to present that content in (broadcast e-newsletter, email campaign, blog post, white paper, case study, video, etc.) to make it most effective for a company's specific audience. - They can't decide what the content should be about or the message it should communicate. - They can't strategically present the content in a way that creates a fluid "buyer's journey" that takes a prospect from not knowing a company at all to making a purchase and then becoming a raving, loyal fan. - They can't empathize and create emotionally compelling content that resonates with a company's customers and prospects. AI still needs smart humans to input the right strategic prompts and put together a cohesive plan to make content marketing work the way companies expect it to. Companies need smart, trained Content Marketing Strategists to support their efforts. Components of Effective Content Marketing Strategy The key to effective content marketing is strategically blending company goals, audience knowledge, an irresistible offer, and persuasive, compelling copy. Here are some of the essential components to content marketing strategy … components that are driven by human intelligence: Goal Setting Good content marketing starts with clear and measurable goals for what you want to accomplish. Some common content marketing goals include increasing brand awareness, driving website traffic, generating leads, or improving customer engagement. Knowing what you're aiming for helps you create a content strategy that's aligned with and supports those goals. It also gives you a way to measure your success and direct future decisions. And goals are a part of the strategic content marketing decisions that must be made by humans, not an AI tool. Audience Research Understanding your target audience in-depth is critical to content marketing. This is why we create customer avatars and buyer personas. If we are to create compelling content that resonates with people in our target audience, we must first know them. Audience research includes going beyond demographics and diving deeper into their interests, needs, and pain points. We can then use audience research to create content that not only addresses their specific challenges or interests but that also resonates with them emotionally. Content Planning Content planning is another important element to an effective content marketing strategy. An effective plan encompasses the entire buyer's journey, with content for each stage along the way — from awareness, to consideration, to purchase, and then to post-purchase success. A comprehensive content plan will outline the types of content you'll create, the topics you'll cover, and how the content will be distributed. The plan also may include different content formats — such as blog posts, emails, videos, infographics, podcasts, and/or social media updates — to meet the needs and preferences of both the company and its audience. Irresistible Offers Irresistible offers create a sense of urgency and motivate your audience to take a desired action. That action can be making a purchase, signing up to receive your newsletter, opting in for a lead magnet, sharing your content, etc. The offer itself can be exclusive discounts, free resources, limited-time promotions, added bonuses, or access to premium content. Using the appropriate offer at the right stage of the buyer journey is a critical part of the overall content marketing strategy. And this decision must be made by a human strategist. Compelling Copy Content marketing fails without persuasive and captivating messages that resonate with your audience. Great content uses compelling language, storytelling techniques, and emotional appeals to capture attention and create a connection with your reader. AI tools may be able to generate content, but it takes a human writer with training and skill to infuse technically good writing with human emotion and connection. Consistency and Quality Consistency and quality are other crucial components of content marketing. Establishing a regular publishing schedule keeps your audience engaged and builds trust. And producing quality content builds and maintains a company's credibility and reputation. Quality content provides valuable and well-researched, accurate information. It is well-written, using proper grammar and spelling. It's presented in a user-friendly, engaging, and visually appealing way. And it has a voice consistent with the company's brand image and identity. As good as AI tools can be, it takes a human writer to give content a specific and unique human voice and personality. Repetition and Optimization And finally, content marketing is an ongoing process of continued repetition and optimization. Everything should be considered a test, with insights to be gained that will direct future content strategy. Using the insights gained from analytics and from results data, you can — and should — continue to improve and optimize your content marketing strategy. For example, you may adjust your approach, experiment with different content formats, headlines, distribution channels, and messaging to maximize results. Content Marketing Strategy Is Important … and It's Fun, Too It's rewarding and fun to take on the role of strategist when it comes to content marketing. You get to pay attention to details while also seeing and controlling the bigger picture. You can flex your creative muscles while also tapping into your analytical brain. Businesses are desperate to have a competitive advantage, and having a human Content Marketing Strategist gives them that in today's AI era. AI simply can't think and strategize like a human can. We human content marketers provide the emotional vibrancy and personality that content needs to stand out and be most effective. The better the strategy, the better the content marketing, and the better the results for the company. That's what companies want. They want the results that they just can't get from AI tools … even as technically proficient as they've become. Companies still need human help to give their content marketing strategic direction. They're willing to pay those humans great money for their help. Why shouldn't one of those humans be you? Now that AI is here, becoming "more than" just a writer is important — beyond the earning power. And it's why you should take a look at a rare and exclusive live training program where you'll learn the one skill AI tools like ChatGPT can't touch. What's more, it's a skill that could set you up for a solid six-figure income as "more than" a writer. [Check out all the details here]( and stay ahead of AI. But do it today, this is your last chance to learn directly from pioneer Brian Clark. What's Hot at AWAI … 👉 LAST CHANCE: [Grab your seat for The Brian Clark Method today! Don't miss this rare opportunity.]( 🙌 [Why content marketing has become a go-to marketing channel.]( 😃 New to freelance writing? [The four easiest content projects to master.]( 👀 [Did you see our Contest announcement in yesterday's The Writer's Life?]( 🤩 [This guitar-playing former truck driver is on the road to success.]( Writer-Turned-Agency Director Thrives with Content Creation and Strategy [Brian and family in the Hill Country west of Austin, Texas] Brian and family on a sunshine-filled outing in the Hill Country west of Austin, Texas. We first interviewed Brian Whitaker a decade ago, right after he'd left a successful career as a marketing manager for life as a freelance writer. At the time, Brian reported corporate life had been keeping him from his family, community, and other interests. He wanted balance. Find out how, 10 years later, he not only found that balance but said goodbye forever to the feast-or-famine cycle and is thriving with new content creation and strategy projects and tools (including AI!). [Read more of his story …]( You can enjoy freelance writing success also when you specialize in becoming a Content Marketing Strategist. [Check out more here.]( Have your own story to share? Email us at mysuccess@awai.com, or [post it over in the Facebook group](, so we can celebrate your win too! REPLAY AVAILABLE: Bootcamp REVEALED The excitement is OFF THE CHARTS after our big Bootcamp Revealed session!! Rebecca and the gang brought you inside the 2023 copywriting event of the year … and revealed how three days in October could end up being your most profitable ever! And over 75% of the spots are officially claimed!! [If you missed it check out the playback here.]( Your ALL-ACCESS Key — Just $1! 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[Go Here for More Details]( Featured Jobs You can find these jobs and thousands more on [WritersWanted.com](: --------------------------------------------------------------- Marketing Content Creator — Writer/Blogger DAS Technology Full-time, Scottsdale, AZ Develop business communication materials supporting company goals, priorities, and initiatives, including newsworthy content, key messages, talking points, and award submissions for DAS Tech companies and clients. --------------------------------------------------------------- Content Writer — DroomDroom Full-time, Remote We are looking for a high performing professional to join our editorial team and enrich our websites with new evergreen blog posts, guides, and marketing copy. --------------------------------------------------------------- Content Writer — Marketing & Communications EasterSeals NH Full-time, Manchester, NH Create content for a wide range of marketing and communications materials, including but not limited to internally and externally facing newsletters, press releases, program marketing materials, development and event communications, and digital marketing (email, social media, and web copy). --------------------------------------------------------------- Trouble viewing this email? 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