The purpose of content

What about the art and craftsmanship needed to get seen by SEO and pushed by the algorithm

We pretend AI is THE solution for content. It’s not. Don’t get me wrong, ChatGPT and BARD are amazing, yet now it’s up to the content nerds to use them to produce better content, not more content. 

I don't hear enough about the art and craftsmanship that's needed to produce that high-quality value-adding content that gets seen by SEO and pushed by the algorithm. 

We need to keep in mind that the purpose of content is to get seen, not just for the sake of it. 


Fleur Willemijn van Beinum

I really fear lazy marketers and cutting corners senior managers who want to spend less budget and get more content. WTF, stop with the average crappy content and invest in seniority and craftmanship. 

Fleur Willemijn van Beinum

Why it matters

There’s already more than enough content out there. Please don’t add to this pile by being average; prompt-copy-paste-publish. 

I don't know who drives the ChatGPT and BARD hype.  The lazy marketers or the demanding management? We (they) need to realize that AI is not the solution. AI is the new starting point. And that really gets me excited for the future. 

Dare to stand out, speak up, and show your brand's personality by creating something bespoke to add value to your (potential) customers.


How to use AI for content

As a true devil’s advocate, I’m stoked about AI, and I absolutely fear the amount of content crap that can be produced.

ChatGPT and BARD can help you to produce more content faster, this doesn’t mean you’ll produce better content. Not to mention if this more-and-faster content will add to your objective, your ‘why’ of content production: get reach to teach or solve your (potential) customers' problem while you claim your leadership and show your personality.


Step 1. Prompts and research

The best way to use AI for content production is for research, ideation, inspiration, and getting a starting point. 

And don’t forget, writing the right prompts to tickle AI is something we need to learn by doing.


Step 2. The real work

After that initial first step, the real work starts. The art. The creativity. The magic. 

Content production is a craft for a reason. Writing copy in your brand's voice showing your personality is not easy. Finding the visual as a carrier of the message sometimes takes longer than the writing itself.

If you want to cut corners by AI prompt-copy-paste-publish, you’ll be average.

And no one ever got excited by something average.


Final words

I can go on and on and on about AI and how this matters. My guess is there’s already written enough about that. Yet, I do not hear enough about the art and craftsmanship that's needed to produce that high-quality value-adding content that gets seen and pushed by the algorithm. 

If you want to know more, drop me a DM, and we can jump on a 30min call for some more details.