Unless you’ve been living under a rock for the past year or so, you’ll already know how AI technologies like ChatGPT are disrupting the marketing industry. Content creators, the people who write blog posts like this or create those compelling email marketing campaigns that land in your inbox, are at the frontline of this battle. But this is just the tip of the iceberg. Countless other marketing disciplines are facing disruption in the wake of AI.
One area where we are seeing particular change is in the field of search. Not only is AI creating the content people are looking for, but it’s also helping people bypass traditional Search Engine Results Pages (SERPs). So, how should we prepare for all this disruption?
Don’t Panic
The first thing to remember is don’t panic. Human creativity is still very important.
AI tools need to be fed high-quality content to stay relevant and appear intelligent. This is because, while AI is incredibly clever, it cannot (yet) deliver an original idea.
AI doesn’t “imagine” like humans do. Instead, it creates within the boundaries of its training and programming. Its output is influenced by existing patterns rather than arising from subjective experiences or emotions. This means that true originality, involving intuition or leaps of imagination, remains a uniquely human trait.
This also means that if AI is not fed new and engaging content, its “ideas” will quickly become diluted, producing something I refer to as “beige” content – dull, boring, and uninspiring.
So, while it might sound counterintuitive, the role of original thought leaders and content creators is still essential.
AI’s Role As an Editor and a Gatekeeper
In many ways, AI acts as an editor and gatekeeper. It takes essential knowledge and distills it into easily digestible soundbites. This might mean your content is blended with other thought-leaders. The good news is that AI tools like ChatGPT are getting better at attributing their source material – meaning you should get the credit you deserve for your output. The bad news is that AI’s search results are so good that they often don’t require any further engagement from their audience. Despite this, we can’t let perfection get in the way of good. There’s nothing wrong with being mentioned in the same conversation as your competitors. In fact, not being included in the conversation is far more damaging.
Feed the Beast and Solve More Problems
In many ways, optimizing your content marketing strategy for AI is similar to more traditional Search Engine Optimization (SEO) strategies. It’s about investing in content that screams authority. While it might seem a thankless task, particularly if search rankings and page impressions are in decline, this approach still has incredible value.
As marketers, we are in the job of solving problems. When people use AI to research solutions to their problems, our products and services must be a part of the conversation. Being included in that conversation on AI will ultimately lead to meeting more customers as they become familiar with your name and seek you out.
Is AI the New PR?
We may need to approach AI-enabled search with the same perspective we use to measure the impact of public relations. It’s not solely about driving clicks or immediate conversions; it’s equally about establishing a substantial share of voice in a crowded digital landscape. Just as PR efforts aim to position a brand as a thought leader and trusted authority, embracing AI-driven search requires us to focus on long-term visibility, relevance, and influence in our respective industries.
This represents a significant learning curve for many businesses. It challenges traditional metrics and demands a shift in mindset—from gated strategies focused on lead capture to open strategies centered on building trust and authority. However, the inevitability of AI’s presence in our lives and its integration into how information is discovered and consumed makes this transition not just important but urgent and essential.
AI isn’t going away anytime soon (if ever), so now is the time to rethink how we position our businesses.
What About Gated Content?
This is a real challenge for us marketers. For decades, the standard approach to lead generation has revolved around gated content (valuable resources locked behind an email subscription form). This strategy has been effective in building subscriber lists and nurturing potential customers.
With AI-enabled search tools increasingly capable of delivering precise answers and extracting insights from open sources, gated content creates a barrier to visibility. In this new landscape, some of the most important and impactful content may remain hidden from AI systems, limiting its reach and reducing opportunities for users to discover it.
Marketers need to reconsider their traditional strategies to capitalize on the potential of AI-driven search fully. It could be time to dismantle these content gateways, making critical resources freely accessible. By doing so, businesses can position themselves as leaders in their fields, increase visibility, and build trust with a broader audience.
How Will This Impact Email Marketing?
As AI challenges the traditional methods of building subscriber lists through gated content, this shift will have significant implications for email marketing. Here’s how you’ll need adapt your strategy to thrive in this evolving landscape:
Build Trust and Drive Email Engagement
Instead of locking valuable resources behind forms, focus on offering free, accessible content that establishes your brand as a trusted authority. Use this visibility to drive organic engagement while demonstrating the value of subscribing to your emails for deeper insights, exclusive tips and offers, or curated updates.
Create Personalized, High-Value Follow-Ups
With less reliance on gated content, the focus will shift to what happens after someone subscribes to your email lists. Develop email campaigns that provide personalized recommendations, valuable insights, and actionable advice tailored to your audience’s interests and needs. This keeps subscribers engaged and builds loyalty over time.
Incentivize Subscriptions with Exclusive Benefits
While core content remains accessible, offer subscribers something they can’t get elsewhere. This might include early access to new products, exclusive offers, VIP-only webinars, or behind-the-scenes updates. These incentives can make subscribing feel like joining an exclusive club.
Leverage AI for Hyper-Personalization
Use AI to analyze subscriber behavior, preferences, and engagement patterns to deliver hyper-personalized content directly to their inboxes. By showing the right content at the right time, you can enhance the relevance of your emails, ensuring they remain a valuable touchpoint in your audience’s journey.
Focus on Community Building
Position your email list as a way to join a community of like-minded individuals or industry insiders. Highlight opportunities for engagement, such as polls, feedback surveys, or collaborative content creation. When people feel part of a community, they’re more likely to subscribe and stay connected.
By focusing on transparency, personalization, and engagement, you can adapt your content and email marketing strategy to embrace the AI-enabled landscape while continuing to grow and nurture a loyal subscriber base.
Learn More
To learn more about how the marketing experts at emfluence can help your business adapt to survive and thrive in an age increasingly influenced by AI-enabled search and engagement tools, contact us today at expert@emfluence.com.
