Think big: Why long-form content is your AI-era superpower

Why long-form content matters in the era of generative AI

The rise of generative AI has changed the content creation landscape. Tools like GPT-4 can generate text, images, and even videos with impressive speed and accuracy. What's more? You don't need to be a qualified editor to write, a graphic designer to create images or a video editor to create impressive videos. It's the idea that matters today and this should be a content marketer's heaven. Yet, it isn't and the only way to stand apart is to invest in good-quality long form content. Here’s why.

It's difficult to stand out with AI

While generative AI can effectively produce content at scale, it lacks the distinct tone, flavour, and personality that come from a human mind and emotions.

Picture your grandmother retelling the story of Goldilocks and the Three Bears from your childhood. Didn't you adore the unique personality and details she added to the tale, even after hearing it a thousand times?

Long-form content crafted by humans carries a similar richness, offering readers a unique voice and a personal connection that AI-generated content struggles to replicate.

The content-space is already crowded. Add to it content generated by AI, and we have ourselves a stampede. The only way for brands to protect themselves is by standing apart with a human touch.

You can fool some of the people, some of the time...

... but you can't fool all of the people, all of the time. We already know that tech advancement makes the world a lonelier place. Social media, while claiming to connect people, has made them more distanced than ever. More messaging apps mean fewer phone calls from people you love. That's perhaps why influencers like Marques Brownlee (MKBHD) and Joe Scott have built massive followings as they offer genuine human connection and a community feeling by producing content that they deeply care about. They go to great lengths to deliver valuable, in-depth insights to their audience communities, fostering a sense of trust and loyalty.

Brands, take note. Authenticity and a personal touch are hard to recreate with generative AI alone. While AI can assist in generating ideas and even drafting content, the human element is crucial for building and maintaining a strong community.

You'll need human-intervention anyway

If you have seen the Balenciaga Pope, you know what AI is capable of. The proliferation of fake news and misinformation has made human intervention an absolute necessity. Scam-ridden consumers are increasingly sceptical of the content they encounter online, and building trust can make or break your business. Long-form content, created by a human who deeply cares about the content, allows the brands to establish themselves as trusted advisors.

Moreover, AI can't judge content correctly for tone, accuracy, or cultural nuances that might make the content offensive to different cultures and people from all walks of life. In a world where you are increasingly expected to be inclusive and accessible (and rightly so!), human intervention is an absolute must.

Tech can fail you in crisis mode

Back in the 2000s and 2010s, did you ever try printing a resume just before an interview or printing a ticket right before a flight? Chances are that the printer was out of ink or paper. And today, how many of you feel heard when you only get a chatbot and need some urgent help, perhaps to fix your internet?

When humans are in crisis mode, they want to turn to other humans for help.

Having a repository of authoritative long-form content can be priceless in such situations. Content such as thought-leadership articles, blogs, how-to guides, often with a name and highlighted human-experiences can be a game changer- it's the reason why online reviewers often do so well. This type of content positions your brand as a reliable source of information and guidance. This level of trust and authority is difficult to achieve with AI-generated content, which often lacks the depth and reliability needed in critical situations.

Are there use cases for everything?

It goes back to the age-old question of man vs. the machine, and the answers of the Industrial Revolution still ring true in a world where AI has nearly passed the Turing test - there's a place for everything.

In our experience, AI is a great writing assistant. It is an outstanding tool for brainstorming, getting started with an article, and especially if you're using GPT-4, you can leave some of the primary research to the bots.

Having said that, using AI to create a long-form content strategy can be overwhelming and cumbersome, especially for those without a background in branding, marketing, or content creation. While AI can generate content quickly, it needs a lot of trial and error to arrive at the correct prompts. It takes a while to produce content that resonates with your audience and your brand’s voice. This requires a level of expertise and understanding of content strategy that not everyone has.

Experienced human writers, especially those experienced in long-form content creation, can intuitively capture and convey your brand’s voice with minimal training. They understand the nuances of storytelling, brand messaging, and audience engagement, making them indispensable.

I asked AI to write the conclusion of this article...

...And here are the results. "In the era of generative AI, the value of long-form content cannot be overstated. While AI can assist with content creation and streamline certain processes, it is the depth, detail, and human touch of long-form content that truly sets it apart. Investing in long-form content allows brands to establish authority, enhance SEO, engage audiences, and build meaningful connections.

As digital fatigue continues to rise and attention spans wane, the demand for high-quality, in-depth content will only grow. By embracing the power of long-form content and leveraging AI as a supportive tool, brands can stay ahead in the ever-evolving digital landscape and meet the evolving needs of their audience. Now is the perfect time to invest in long-form content and secure a competitive edge for the future."

What if I told you that I used AI to write several parts of this article? What if I told you that I didn't use AI at all? The truth is, it doesn't matter, as long as you derived some value from it.

Did you notice a difference? Let me know your thoughts at shedha.anshita@gmail.com.