December 2024

Mohammad Anas Wahaj | 29 dec 2024

Original content vs generative artificial intelligence (AI) produced content is a debate that is consistently brewing. There are some who believe in the disruption through AI while there are some who prefer old style human generated content, and there are those that intend to strike a balance between AI and human skills. There has already been an information overload on the internet and AI rush is only exacerbating it. According to the report 'Generative AI Market' by MarketsandMarkets, generative AI is set to reach a staggering US$ 136.7 billion market size by 2030. Another report 'The State of GenAI Chatbots in Marketing' by Botco.ai points out that 58% of marketers have adopted generative AI for text creation. Sean Shea, founder and CEO of ViB, a company that generates quality leads for B2B companies globally, considers indiscriminate use of AI in B2B content creation as a major problem and provides the following reasons - (1) AI lacks new insight (2) Search engines apply penalties (3) Limitations and errors are common. This content can have negative impact on the brand and business leading to loss of brand trust, customer issues with a product or service and legal repercussions. Companies have to stay ahead and find ways to deliver original and valuable content. They can get this done by applying following strategies - (1) Publish new research/data (2) Compile thought leader opinions (3) Become a key source for industry news (4) Invent and innovate. The challenge for B2B marketers is to stand out and get attention within the huge sea of content. They should make sure, with or without AI, that there content is valuable, meaningful, aligns with the brand and constributes to the industry in a positive way. Read on...

Forbes: Why Originality Is The New Golden Rule In B2B Content Marketing
Author: Sean Shea

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