It is easy (relatively speaking!) to create content.
However, it's hard to attract an audience, particularly with ChatGPT's rise.
The big question is how marketers ensure their content is read. How do marketers stop content from never being discovered or ignored?
Insights from an Expert
It was a question I had to ask Ben Pines, Director of Content at Wordtune (one of my favourite AI-powered writing tools) and AI21 Labs.
It's not a straightforward question to answer, but Ben suggests that a key to success is content that consistently delivers insights.
It's content that does more than answer questions. It's content that inspires and genuinely helps people.
Ben suggests that if content marketers can meet these benchmarks, companies can build "fellowship" by serving a specific audience or niche.
Back to Basics
In some respects, he says, we're going to the basics of marketing.
"It's the thing that Seth Godin has been talking about for the past 20 years; creating a certain niche, and then your following is your audience."
As important, Ben says that "successful" content can involve reaching a few thousand people willing to pay you or pay attention to you rather than reaching a million people.
For people not familiar with WordTune, it is a user-friendly tool that offers different approaches to words, sentences, and paragraphs. What makes it so powerful is a beautiful and intuitive UX layered on top of language learning models developed by AI21.
Looking to jump-start your marketing? Need to connect with prospects and customers? We should talk.