The more you lean on AI, the higher the expectations - at least according to a great content-focused study by Deloitte. If you can barely keep up with the content wheel now, then you're going to be in trouble very shortly:
In 2023, our research revealed that marketers saw a 54% year-over-year increase in the volume of content that they were expected to deliver, and evidence suggests that demand only continues to increase.
And just as Onside has championed, Deloitte says that trouble comes not in the creation of the content, but in the curation of the content:
[T]here is no gain in producing more content if you cannot manage or review it all, since high-quality, engaging deliverables should be the primary goal of production. If your infrastructure isn't effectively automated as your need for content grows, it won't be able to feed your content supply chain effectively.'''
Yes, we can use an off-the-shelf AI platform to churn out variations on a theme to post onto your blog and socials, but who is actually filtering this output? What ways does the content accurately capture the focus and concerns of those you serve? Does your audience even want to read that much content, or are they more into the quality of what you say?
Impactful content goes beyond algorithms. While AI identifies patterns and generates insights, it lacks the empathy and creativity needed for genuine connection. The key is a hybrid approach that merges AI insights with human expertise.
Working with Onside gives you two beautiful parallel tracks of insight: A focus on how people feel and a focus on what people need next. These tech-focused indices are then guided by human curation.
Onside is branching even further into precise, impactful content by partnering with Decidr.ai, the leader in AI driven content development. With the support of Decidr.ai and Onside's audience insights we can high quality content at unprecedented speed.
The result is strategy, content, and vision unavailable to a plug-and-play AI platform being used by your competitors.
As we, Deloitte, and other businesses see, the AI boom will eventually force you to choose between quantity and quality.
Which camp do you want to be in?
Ready to upgrade your content marketing? Onside Content is your bridge between data-led insights and the untapped audience you seek. Using our proprietary technology, we can help you find, create, and lead the smartest conversations in your space with a bespoke content strategy.
We'd love to support! Drop us an email at info@onsidecontent.com.
