{"id":16586,"date":"2023-05-16T06:01:00","date_gmt":"2023-05-16T10:01:00","guid":{"rendered":"https:\/\/ipullrank.com\/?p=16586"},"modified":"2025-05-13T13:08:09","modified_gmt":"2025-05-13T17:08:09","slug":"generative-ai-content-strategy","status":"publish","type":"post","link":"https:\/\/ipullrank.com\/generative-ai-content-strategy","title":{"rendered":"Generative AI Still Requires Content Strategy"},"content":{"rendered":"\t\t
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At iPullRank we have been using Generative Pretrained Transformer (GPT) technologies<\/span> since early 2020 with GPT-2<\/span><\/a>. It\u2019s been an exciting experience of combining data mining techniques with generative AI to build scalable content with true utility for users.\u00a0<\/span><\/p>

So, it\u2019s been somewhat strange to watch the world at large catch up, with the advent of ChatGPT. Although there have been new tools and innovations emerging at a rapid clip, organizations are still trying to wrap their heads around how to use generative AI as teams.<\/span><\/p>

Many companies come to us asking for our insight to sift through hundreds of tools they should be using and how they can leverage the tech for their websites and content marketing efforts. And, while it\u2019s exciting to see how eager they are to get in the game, it\u2019s the wrong question.<\/span><\/p>

What they should really be asking about is, how to build workflows and governance models around generative AI tools and how to bake them into their existing toolkits.\u00a0<\/span><\/p>

In other words, they should be asking, “how do we build a content strategy for generative AI?”<\/span><\/p>

This is true of all organizations, but especially true of the enterprise brands that we work with. Big brands tend to move slow. Introducing generative AI into these companies requires vetting and significant organizational change so they are slow to adopt new tools. To some degree, the space is moving too quickly for enterprise brands to keep pace. In fact, this is reflected in our forthcoming study on generative AI content with MarketMuse. We polled hundreds of marketers in an attempt to understand how they are using generative AI tools in their companies.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Our findings directly reflect what we\u2019re seeing with our clients. Although ChatGPT is ubiquitous, people are primarily using it at the individual level and not as part of a strategy governed by their company. Granted, many people are doing a great job of using it as a force multiplier being left to their own devices, but, true scale comes from organizational alignment and integration.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Generative AI Hand-Wringing is Over<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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With generative AI being viable out of the box for the web since GPT-3, there was a lingering question in the SEO space of whether Google would penalize the content output. Potential losses had far-reaching implications across content marketing as a whole since content created for the web is often done expecting that Organic Search will be a primary traffic driver.<\/span><\/p>

Just prior to the launch of ChatGPT, <\/span>I talked about the difficulty of detection of generative AI content<\/span><\/a>. With the advent of ChatGPT and the array of generative AI tools that have sprung forth from Google\u2019s technologies, their position on \u201cmachine-generated\u201d content has since changed and we are now off to the content arms races. The announcement of <\/span>Google\u2019s AI Overviews<\/span><\/a> further solidifies that generative AI will be front and center moving forward.<\/span><\/p>

Some folks are against the usage of such technologies, and that is fine, but with a reported 64.7% of business leaders looking for ways to leverage generative AI in their content marketing efforts, they may see content moats sprout up all around them.<\/span><\/p>

When the rate of change outside your company is faster than the rate of change inside it, you will be left behind.<\/span><\/p>

Learn More:<\/strong> Find out how AI is impacting content and SEO. Download the guide.<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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On Content Strategy in Marketing \n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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In the marketing world, to the detriment of content campaigns everywhere, content strategy and content marketing have often been conflated.\u00a0<\/span><\/p>

It\u2019s happened so much that the original Content Strategists have all but abandoned the term and switched into other disciplines such as Content Design and UX Writing. Persnickety nomenclature aside (I\u2019m not really the person arguing with you about the difference between a \u201cstrategy\u201d and a \u201cplan\u201d), the principles of content strategy are still very alive and are important considerations when introducing generative AI into an organization. <\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Source: Brain Traffic<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Content strategy, as I learned it from Kristina Halvorson\u2019s discipline-defining book \u201c<\/span>Content Strategy for the Web<\/span><\/a>,\u201d breaks it into the following five components:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Core Strategy<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The core strategy is the overarching approach that a brand takes with their content. Your core strategy should guide everything an organization does with its content, from the topics covered to its distribution channels. It answers questions like:<\/span><\/p>