AI is upon us, and with Chat GPT and the various tools and apps developers are spinning up to create the purported “easy money” grab, there’s no substitution for quality content with a human touch.

Content Strategist Purna Virji’s book High-Impact Content Marketing explains why focusing on trends rather than tactics based on foundational strategy can lead to ineffective content that rarely produces the desired results.

According to Virji, for long-term success with content, marketers should avoid these five practices:

1. Focusing on Outputs vs. Outcomes

2. Chasing Trends vs. Being Grounded in Strategy

3. Prioritizing Short-term vs. Longer-term

4. Creating for Machines vs. Humans

5. Not Balancing Creating vs. Distribution

Content marketing has turned into a factory assembly line.
Create. Publish. Repeat. And hope.
It doesn’t have to be like this.
To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach or go the way of the dinosaurs (and not the multi-billion-dollar movie franchise kind).

You can read the full article, Why It’s Time to Reinvent and Future-Proof Your Approach to Content Marketing, here.