For marketing departments that invested in AI content in recent years, it is time to re-evaluate the strategy. Obviously, the landscape has shifted but human content being the king more than ever. And your website content, rooted deeply in human insight and thinking, is more relevant than ever. Just slightly differently than before.
Are websites still relevant at all?
In the AI agents world, this is a valid question. Why a website when the user wants everything from one small search box?
Well research clearly shows that average content is obsolete. It is syndicated by AI tools and offers simple answers in the beginning of the customer journey.
However, this doesn't mean the website is dead. It simply means its purpose and role in the customer journey has evolved. For Kainoto, with 25 years of experience in successful content marketing projects, we've seen this evolution firsthand.
Your website was never a repository of information; it's a destination for unique, problem-solving content that AI will actually link to for more in-depth information. These are known as the "best visits" – up to 23 times more likely to convert to customers.
What's Next for Your Content? Focus on Exclusivity and Solutions.
Forget more AI generated generic content. Your website’s content should stick to what you know best. Specific, problem-solving topics and solutions that demonstrate your unique expertise. Written by humans, fine-tuned by AI and finalized by humans.
Our mobile guiding app ARTOUR, developed in 2012 for European cemeteries route, we have been building the significant content and combining it into several sources. This led to about 0.5 million search impressions in Google per month and about 3.000 visits from that source only.
And with AI search this is not changing. When users have a very particular question like “If I was to visit some important cemeteries in Europe, what could be a good mobile guide app that contains relevant information?” ARTOUR is the proposed solution by AI. With links to the app. The goal is to create content that stands out as an authoritative source, leading users to your site for true value, not just basic information.
Should We Use AI in Crafting the Content at all? Yes, but…
The answer isn't to completely abandon AI, but to integrate it smartly into your marketing. As an agency that has consistently delivered important website projects with content marketing for a quarter-century, Kainoto understands the power of human creativity in conjunction with technological efficiency.
AI is your Assistant, Not Your Replacement: Use AI for tasks like:
- Readability improvements and grammar checks: Ensure your human-written content is polished and professional. AI excels at this task.
- Content structure: AI can suggest ways to organize your text for better comprehension by users. They will finally understand what you are writing about.
- Generating variations of your ideas: Sure, you can now build a video of a virtual store on Mars and have Yeti visit that store. But let it be your idea and AI just generating a funny video.
The Human Imperative: Never let AI rewrite your core message and post it. Your final, word-by-word review and approval is required. That human touch is crucial for:
- Building trust: AI-generated content can decrease brand trust. You don’t want that for your sales. Your brand's image is irreplaceable.
- Unique insights: AI synthesizes existing information. It doesn't generate truly novel insights or problem-solving approaches except when it hallucinates. That comes from years of industry experience like yours.
- Emotional connection: Effective content marketing creates an emotional connection with your audience. Something that requires human empathy and understanding.
So is Content Marketing Still Relevant? More Than Ever.
Content marketing was the king. Now it's the Emperor. In a world full of AI-generated "noise," premium, unique content is the differentiator. It's how you cut through the clutter and establish your brand as a trusted authority.