Jeff Coyle, SVP, Strategy at Siteimprove & MarketMuse, started by saying that content strategy has been uniquely disrupted. AI implemented so far has been too transactional. Need to build and deploy AI agents.
There's an infinite content tsunami. But it is mediocre. Differentiation--again--is the most valued thing. Differentiation, and authority, and quality, are the differentiators.
Redefine quality. Quality isn't negotiable. Go beyond keywords. Need good content, and be able to quantify that. Quality is trust, depth, and usefulness.
In the past, content strategy was publish and pray, hoping for results. Didn't have the data to measure impact. That's changing today, with data-driven metrics and rubrics. Editorial integrity is always part of these rubrics.
Authority in the AI era is adapt or be invisible. Deep expertise plus disciplined process equals agenda-setting content. Content must provide the best answer and be engineered for relevance. It's about being citation-ready, because anything else is digital invisibility. `
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