Ai and the Art of Marketing
I’m sitting in an Austin cafe eagerly awaiting my chilaquiles, sending a proverbial wink to the 1111 on the terracotta-colored building directly across the street. Daydreaming about how AI is shifting human behavior online and what that means for brands that rely on content.
I’m focused on the paradox…
The more we evolve in this technical age, the more important time-tested principles become. And those who are embracing both the changing landscape and core principles will encounter way less resistance while riding this transformative wave.
Here’s what I mean:
Almost everyone is now a content creator, and with AI tools, the volume of content is only going to increase. All good - studies show our content consumption appetite is bigger than ever. BUT the way we are consuming is changing. People are savvy, and they have high expectations for relevant content. Meaning content marketing is less about selling and more about the art of the delivery.
The problem for founders and creatives is that we are being taught how to win a numbers game on social media and calling it “marketing.” Considering Meta’s #1 goal is keeping you scrolling so their ad revenue can keep scaling… it makes sense. Yes, social media is an important tool. The problem is: more (more eyes, more followers, more subscribers) does not equal more Return On Investment, and by "investment" I mean time, energy, and especially moolah. Founders who know the importance of embracing this evolution must sift through fluff while not losing sight of the foundational principles of impact.
Real marketing truth that stands the test of time. [ Let's take a side step to define “marketing.” My definition: facilitating transformation through intentional and integrous communication alone.]
The by-product of this… creatives are spending their precious energy focused on things outside of what they enjoy. Because well, you’re ambitious. But at what point does that start to hold you back? Keeping you out of your genius zone?
As the quantity of content escalates with the help of AI, the art of marketing becomes increasingly invaluable. So let’s nail one timeless marketing principle right now: You have a clear and simple translation of your work that is so sharply attuned to the vision, it sends tingles down your spine. Your delivery of that… that’s up to you. Let your irreplaceable essence, or unique selling proposition (USP) if you want to get technical, come through with the HOW.
When AI is introduced at this point… FIREWORKS.
Test it:
Does your current strategy translate across mediums? Can you jump on a podcast, a discord group, or a new social platform and hit the ground running? Is it flexible enough to adapt as technologies evolve faster than anything we’ve ever seen?
A lot of people will miss this… they’re going to
#1 be resistant to take the time to learn how to leverage AI to support their work
#2 Use AI merely to add to the noise and play the numbers game, which results in creating more content but seeing less return.
But because you’ve invested precious time in reading this email… you’re already ahead of the game (which is very on brand for you, visionary). I’ve seen this truth working behind the scenes with Fortune 500 organizations to my entrepreneur clients. The ones who get the best results all have vastly different ways of delivering their message but know that message and know it well.
Founders, female of the future, it’s time to use that superpower. Tap in your hearts for the core of the message, devote to timeless strategic principles, and let your intuitive creative flow unleash on the other side.
