Will AI really reduce content creation costs?
Updated July 28, 2023.
The correct question to ask is not about costs but rather the nature of the content you plan to create, as costs come from the content and technology you use. Historical shifts, such as the transition from typewriters to computers, often change the landscape of products or services. During those times, existing desires—like wanting smoother typewriters—became obsolete.
This scenario mirrors current desires for cheaper content-writing solutions. But this is like saying, “Let's talk about how we can get more affordable typewriter ribbons” after the invention of the computers.
The real question is: What kind of content will remain relevant in the wake of these changes?
The fallacy of cost reduction
An important point to consider is that technological advancements don't always lead to price reductions. While we might see price drops in certain areas, this isn't universally true.
Consider the cost of the latest phone you purchased compared to the one you had before; did you pay less over time? Often, the price increases, and in exchange, we receive a better product. Why should content creation be any different?
» Find out how ChatGPT is rewriting the rules on content marketing.
Invest in interesting content
The answer lies in determining the type of content that remains effective. Brands will always need to produce content for their target audience, a constant in our ever-changing landscape. In the same way, what people are attracted to remains the same.
While the fundamental principles of marketing remain the same, what's evolving is the nature of content that brands can create. The current revolution in content production leads to two key outcomes:
- Reduced content costs
- Easier and more accessible content creation processes
Brands should focus on creating authentic content that showcases personal experiences, expert opinions, and practical expertise.
This may include showcasing products or covering complex topics that may not have definitive answers. Most importantly, brands should prioritize creating content that AI systems such as Google's Bard or ChatGPT cannot produce.
Look beyond content costs
Reducing content costs is not the ultimate solution. Brands need to consider what content will remain relevant and how they can stay competitive.
The real question is about marketing:
How much does it cost to get your product in front of the right people? Content is a means to an end, and its cost depends on how much brands need to invest to be competitive and deliver the best ROI.
With everyone being able to create good content, the aim should be to create superior content. Technology will play a pivotal role in achieving this, but simply producing the same type of content at a lower price is not the solution. It's about evolution and adaptability in a fast-changing landscape.
» Discover the value of thought leadership content in the age of AI.