The rapid adoption of generative AI in content marketing presents an exciting opportunity. To effectively utilize AI capabilities, marketers need to leverage automation for content optimization while preserving the vital role of industry expertise.
Increased content publication volumes mean users have more options than ever, often resulting in a highly competitive environment for marketers.
As marketers continue leveraging AI to amp up their publication efforts, those focusing on content optimization and industry expertise will stand out from the rest.
Why Is Industry Expertise Important?
For two reasons, industry expertise has always been a fundamental element of a successful content marketing strategy.
Connecting With Users
Impactful content marketing lies in creating informative, relevant, and engaging content. Industry expertise plays a pivotal role in achieving this goal. With deep knowledge in a particular field, content creators can offer valuable insights, provide solutions to consumer challenges, and establish a strong rapport with their audience.
Besides informing purchase decisions, industry expertise is crucial in establishing trust and positioning the brand as a partner for success.
Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT)
In 2022, Google updated its search engine quality guidelines with a new factor designed to reflect a webpage’s quality. While the content remains important, this update focuses on the content creator and their Experience, Expertise, Authoritativeness, and Trustworthiness.
Webpages that failed to demonstrate an adequate level of EEAT for the topics they discuss became less visible in search results, making industry expertise a crucial aspect of content optimization, on par with keyword research and other SEO factors.
Leveraging Human Expertise to Prevent AI Content Blindness
Experts believe that AI-generated content could represent as much as 90% of all content found online in only a few years from now. This environment could result in new challenges and differentiators for marketers.
Automation and Content Blindness
Content marketing automation is revolutionizing how businesses create and distribute their content. Marketers can focus their energy on strategy and creation by automating repetitive, time-consuming tasks, increasing efficiency and productivity.
However, the ability to generate copy in a few clicks results in users being flooded with content. Content blindness is emerging as a common challenge, and AI-generated content can also result in a poor experience if it misses the mark or makes unreliable claims.
With 58% of B2B marketers feeling optimistic about AI adoption in 2024, content publication volumes and content blindness will only continue increasing. Marketers can expect heightened competition as brands amp up their content creation efforts and deploy proven content optimization strategies to capture traffic from search results and other channels.
Leveraging AI and Human Capabilities
A successful AI strategy shouldn’t aim to replace humans with AI. Instead, it should combine the many benefits of automation with the unique capabilities of human experts to produce innovative and insightful content at scale while supporting goals like organic engagement and increased conversions.
While AI has clear advantages in content planning or draft generation, industry experts can bring depth and relevance to the content, resulting in a better user experience and supporting content optimization goals by demonstrating high EEAT.
Infusing AI content with industry expertise is a winning strategy that will turn AI-generated content into a true source of value for your audience, cementing your position as an industry leader and making your content an essential part of the conversations shaping your industry.
Find the Right Balance Between AI Content and Human Expertise With Augmented Experts
Balancing industry expertise with content optimization automation is an effective content marketing strategy that allows marketers to take advantage of the many benefits of AI without flooding their audience with subpar content.
Augmented Experts is an innovative content marketing platform that combines unique industry expertise with AI automation for a cost-effective approach to creating quality content at scale. Learn more about our content development platform and get started today.
