The AI revolution in content marketing offers impressive efficiency, but also poses the risk of losing the essential human connection. However, a recent study by NP Digital reveals that, although 6 out of 10 content creators use AI tools, human-generated narratives still capture audience interest and dominate the SEO landscape in 94% of cases. In other words, human-created content still performs better than AI-generated content.
Generative AI should be seen as a support tool for content creators, not the ultimate solution. In an uncertain economic environment where tight budgets are prioritized, AI is helpful, but it cannot replace creativity, editorial work and indispensable fact-checking.
How to boost content while keeping budgets in check? A first solution is to curate existing content, applying the five “R” rule: reformat, reuse, redirect, refresh and retire.
Reformatting is transforming existing content into interactive formats, from micro-videos to podcasts, taking advantage of the dynamism of micro-influencers.
Repurposing is giving new life to previous pieces that captured hearts and minds, rescuing them for new or unreached audiences.
Repurposing is taking content to new channels, whether your turkey phone number example own or a third party's. For example, a video initially uploaded to YouTube can be uploaded and shared again on Facebook, or on a micro-influencer's networks.
To refresh is to update what has already been tried and true, re-editing it with current data and narratives.
Removing is knowing how to say goodbye to content that is no longer useful, while maintaining the freshness and relevance of the brand.
The work mentioned above should cover all phases of the buyer’s journey, ensuring that we have the right content at each stage. It is crucial to underline how content creation and e-commerce are increasingly intertwined. Therefore, adapting content throughout this journey requires close collaboration with the sales team, whose participation becomes indispensable.
Are people still reading blogs or consuming longer content? According to NP Digital, the current trend driven by ‘TikTokification’ has been a reduction in the length of content. Today, short videos, averaging around 30 seconds, and articles of around 1,447 words are preferred, a figure lower than the 2,300 words that were once considered ideal for SEO. However, this mutation in consumption habits should not be interpreted as a devaluation of longer and more detailed content, especially significant for B2B audiences and those interested in educational or academic material.
In these sectors, longer formats such as in-depth videos, webinars, white papers, case studies and in-depth articles remain important, as they offer the level of detail and depth these audiences require to make well-informed decisions or deepen their understanding of specific topics.