Are you doing more or less?

You can’t have it both ways. [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 3.15.24 WEEKLY NEWS 3.15.24  FEATURED [Enterprise Marketers Leading With Strategy in 2024 [New Research]]( By Stephanie Stahl Discover what enterprise content marketers expect in 2024, from budgets, generative AI, tech, social media use, and more. CMI's newly released research also reveals what sets top performers apart from their industry peers. [Read more](  READ OR LISTEN TO MORE STORIES FROM THIS WEEK: [Helpful Advice To Find a New Job in Marketing and Content]( by Jodi Harris Are you on the hunt for a new job in content and marketing? You know the drill. Create compelling content that attracts a target audience. But that’s not so easy to do. Follow this advice to make it a little easier. [The Problem With AI Headlines]( by Content Marketing Institute Open AI’s Sam Altman says the future of AI will accomplish 95% of what marketers use agencies, strategists, and creative professionals for today. But don't panic. Get the context and an interpretation that will calm your concerns. [Does AI Do ‘More’ Or ‘Less With More’ in Your Content Strategy?]( by Robert Rose Being asked to use AI to “do more with less” isn’t as easy as it sounds. It all rests on whether you emphasize “more” or “less.” Learn what that means for incorporating AI in your marketing strategy. [ICYMI: 9 Actions You Can Take To Get Better Content Results Without Spending More]( by Penny Gralewski Just because you have a small budget or a smaller team doesn’t mean you can’t up your content and marketing game. Follow these nine tips to strengthen your marketing success without asking for another dollar or marketing person to help.  A NOTE FROM ROBERT ROSE Are you doing more or less? Let’s dispel a myth: You are not behind in integrating generative AI into your marketing or content strategy. Few companies have integrated it, and far fewer have it all figured out. Recently, I was struck by something Anthropic co-founder Benjamin Mann said at a [conference](. “The largest companies in the world, including tech, banks, retailers, etc., are moving forward with this technology. One large bank we were talking to came to us and they said, ‘We’ve been talking to everyone in the company, and we have over 500 different use cases that we want to apply large language models to.’ That’s really incredible — and they don’t even know where to start.” Going to a technology provider with 500-plus use cases is not just useless — it’s counterproductive. It reminds me of the wasteful early days of enterprise content and marketing software when shiny, demo-able features drove the strategy for using the technology. It didn’t matter that your company couldn’t produce enough content or data for things like the tech could do (like personalization). The tech was shiny and the demo looked amazing, so you developed a use case and purchased it. Meanwhile, people talk about generative AI as a way to “do more with less.” How many times over the last 20 years have content and marketing teams heard that phrase? It’s like a drumbeat in our ears now. And it never seems to matter whether budgets are going up or down. The only nuance is which word to emphasize — more or less. Are you asked to do more stuff with fewer resources? That’s being creatively productive. Or are you asked to milk more results from fewer capabilities or resources? That’s being more efficient. Ultimately, those are the questions to ask as you apply AI to your marketing strategy. Almost every time I’ve done a get-ready-to-be-ready-for-AI audit with content and marketing teams, it turns out the best use cases add capabilities to the team while taking the same (and sometimes more) resources. In other words, the company will add AI technology to make things possible that it couldn’t previously do. The least valuable use cases replace human talent with AI. The tension of what to emphasize in “doing more with less” is subtle but important to get straight. How your marketing and content teams are measured offers a big clue as to where your company places the emphasis, as I explained in [Rose-Colored Glasses]( this week. Which are you asked to emphasize right now, more or less? [Send an email]( to let me know — I’d love to hear from you. In the meantime, remember: It’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM ONE OF OUR PARTNERS Free Playbook From studioID If you face timing, resource, or budget constraints with original content creation, licensed content may be the solution for you. Sourced directly from credible publications, licensed content helps brands amplify their expertise and stay relevant with customers. Download this playbook from studioID to learn more about licensed content, get tips for integrating it into your strategy, and read case studies from McCormick and Old National Bank. [Get the playbook »](  MORE FROM CMI Next Wednesday: SEO Webinar Join us next Wednesday, March 20, for our free MasterTHIS: SEO webinar. Learn from experts Andy Crestodina and Zack Kadish about how to diagnose and reverse traffic downturns, demystify SEO complexities, and effectively track outcomes in GA4. After just 90 minutes, you’ll walk away with practical advice and strategies to take back to your team. Register today to watch live or on demand. [Register for free »](  This Month: Score Certification Savings Need a game plan for your content marketing strategy? Enroll in CMI’s certification program and we’ll coach you on how to build a winning team, personalize plays for your audience, tell your Cinderella story, and more. Punch your ticket to career success! Use the code SLAMDUNK20 to save 20% in the month of March. [Enroll now »](  To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]