In today's rapidly advancing digital landscape, content marketing remains a cornerstone of effective business strategy. However, with the rise of generative AI tools, the traditional approach to content marketing is changing. As SMBs, understanding these shifts, rethinking and recalibrating the content strategies, and adapting appropriately are crucial.
1. The Shift in Content Creation
Generative AI tools, capable of crafting content at scale, present both an opportunity and a challenge. While they offer efficiency, they also risk flooding the market with generic content. The key differentiator? Human expertise and insight. This is where your Subject Matter Experts (SMEs) shine.
2. Why SMEs Are More Important Than Ever
Depth Over Breadth: Generative AI can manage basic content, but nuanced insights come from your SMEs.
Authenticity: Real-world scenarios, Points of View, Perspectives, tech trends and implications to potential customers, challenges, and solutions derived from SMEs resonate deeply with audiences.
Positioning as Original Thinkers: Providing perspectives on industry trends and developments sets your business apart.
3. The Crucial Role of Insights
Insights are the bedrock of every marketing strategy. They enable informed decisions, foster innovation, and ensure alignment with audience preferences. SMBs that harness the power of insights thrive, while those without them navigate blindly.
4. Challenges and Solutions for Involving SMEs in Content Creation
The value of SMEs is clear, but involving them in content marketing has its hurdles:
Time Constraints: Often engrossed in core tasks.
Expressive Barriers: Not all SMEs are skilled writers.
Prioritization: With their focus on core tasks, content creation will take a back seat.
But these challenges are not insurmountable:
Batch Content Creation: Monthly sessions can yield insights for multiple content pieces. It helps to visualize commitments and deadlines, and it aids in ensuring diversity in content topics
Use Curated Content: While original content from your own SMEs is ideal, curating top-quality content from other reputable sources can also add value. This involves gathering, interpreting, and sharing the best content on specific topics, adding your company's perspective or insights where relevant.
Leveraging Technology: Tools can streamline the content creation process, from note-taking to transcription.
Use AI Responsibly: While AI can generate content, it's essential to use it responsibly. AI can aid in drafting, researching, or optimizing content, but the human touch ensures quality, relevance, and authenticity.
5. Embracing New Content Formats
With changing digital consumption habits, staying updated with content formats ensures continued audience engagement:
Interactive Content: Quizzes, polls, and interactive infographics.
Live Streams & Webinars: Direct engagement and real-time feedback.
Podcasts: An intimate way to share stories and insights.
Story Formats: Quick, engaging content snippets on platforms like LinkedIn and Instagram.
The future of content marketing for SMBs lies at the intersection of technology and human expertise. While AI tools play their part, the heart and soul of content remain human — rooted in authentic experiences, profound insights, and genuine connections.
Embrace the change, value your SMEs, and let insights guide your journey. In this dynamic landscape, those who adapt and innovate will not only survive but thrive.
Given the shift in content marketing, here are some immediate steps that you should consider
1. Assess Your Current Strategy,
Audit Existing Content: Examine what's working, what isn't, and why. Use analytics tools to determine content performance.
Identify Gaps: Are there areas where SME input could elevate the content? Where can new formats be integrated?
2. Engage Your SMEs:
Initiate Conversations: Schedule meetings to discuss their potential contributions.
Educate on Value: Explain the benefits and importance of their expertise in the content strategy.
Identify Comfort Zones: Some might be more comfortable with recorded interviews, while others might prefer to jot down their thoughts.
3. Refine Your Insight Collection:
Feedback Channels: Establish clear channels for collecting insights from customer interactions, sales teams, or even post-sale support.
Regular Review Meetings: Schedule monthly or quarterly meetings to discuss insights, trends, and content performance.
4. Content Calendar Creation:
Incorporate SME Input: Plan topics that SMEs can contribute to.
Schedule Diverse Content: Ensure there's a mix of content types (blogs, podcasts, infographics, etc.) spread throughout the month or quarter.
5. Harness Technology:
Investigate AI Tools: Understand how generative AI can supplement your content efforts.
Adopt Collaboration Tools: Platforms like Trello, Asana, or even simple shared Google Docs can streamline content ideation and creation.
Explore Content Distribution Platforms: Tools that can help you automate and distribute content across various channels.
6. Diversify Content Formats:
Training & Workshops: Hold internal training sessions to explore new formats like podcasts, Q&A, or webinars.
Pilot Programs: Start with small pilot projects to test new formats before fully integrating them into your strategy.
By immediately incorporating these steps, you can ensure you are not just reactive but proactive in navigating the changing content marketing landscape. The key is to balance technological advancements with the human touch, ensuring content remains relevant, valuable, and engaging.