If you’re happy with platitudinous banality for your “thought leadership”, GenAI is great!
The trouble is, this isn’t just a GenAI issue.
Many (most?) brands have been spewing out generic nonsense with their content marketing for as long as content marketing has been a thing.
Because what GenAI content is very good at exposing is something that those of us who’ve been working in content marketing for a long time have known since forever:
Coming up with genuinely original, compelling insights is *incredibly* hard.
Especially when the raw material most B2B marketers have to work with is the half-remembered received wisdom a distracted senior stakeholder has just tried to recall from their MBA days in response to a question about their business strategy that they’ve probably never even considered before.
And even more especially when these days many of those senior stakeholders are asking their PA to ask ChatGPT to come up with an answer for the question via email rather than speak with anyone.
If you want real insight that’s going to impress real experts, you need to put the work in, and give it some real thought.
GenAI can help with this – I have endless conversations with various bots to refine my thinking across dozens of projects.
But even that takes time. Often a hell of a lot of time.
Because even in the age of GenAI, it turns out the project management Time / Cost / Quality triangle still applies.
And you still only get to pick two.
{Post sparked by a post about how NotebookLM can now produce entire, quite decent-seeming slide decks, based on a few prompts)
