Human connection, point of view, opinion
I like ‘Marketing Against the Grain’, co-hosted by Kieran and Kipp. They’re CMOs and content marketing experts but in recent months, their takes on generative AI have been particularly on point.
A few weeks ago, Kieran made a point about the increasing value of human connection, clipped here.
You might catch Kipp’s rejoinder:
- Human connection
- Point of view
The context here – where this increase in the value of humanness is playing out – is online properties and to an extent, SEO.
The idea is that sites whose value is based in transactional information will be eventually consumed by ChatGPT and other generative AI-enhanced apps.
Stackoverflow, for example, has apparently already lost 20% of its considerable traffic this year; a causal relationship is unproven but a strong possibility. It makes sense – who wants to suffer abuse from an acerbic nerd on Stackoverflow when you could get the same information from a cheerfuly if overly-talkative robot on ChatGPT?
Meanwhile destinations featuring human connection, point of view, and opinion are better positioned. They cite Reddit, for example.
The same trend will play out on video – and as they point out elsewhere in the video, the value of video in marketing is set to spike in the coming years, because of its potential to deliver a lot of humanity.
Highly robotic LinkedIn Learning Videos about JS frameworks, databases, and AI will cede ground to idiosyncratic channels like Fireship.
Not because LinkedIn doesn’t have the right information but because Fireship has the human point of view that now feels warmer than ever.
(This was originally published on Art of Message – subscribe here)