Many firms function just like the Wild West for content material requests, brainstorming, and creation. They lack any course of to analysis, ideate, and create. Any well-regulated workflow course of solely enters the scene when producing digital property.
But enterprise executives need advertising and content material groups to make use of generative AI to reinforce that creation course of – sure, the method that doesn’t exist. The primary downside isn’t “Clarify find out how to make this course of extra environment friendly.” It’s “Clarify the good thing about utilizing AI to unravel an issue that’s not understood.”
Spoiler alert: Higher prompts should not the reply.
Know what’s actually occurring
About three months in the past, I consulted with a big, fast-growing media and know-how firm searching for to combine generative AI into its content material advertising (e.g., thought management) processes.
I did an audit of the “occurrent processes” – how the stuff actually will get completed. With this consumer, as in lots of companies, no documented course of existed for the content material creation life cycle. But one way or the other, they researched, created, and edited the content material despatched to the design group to supply what all people needed – the digital property for numerous channels.
Mapping these occurrent processes paperwork the workflow for the content material’s life cycle. From there, the enhancements fall into two classes. The primary entails the enterprise’ utility of extra standardized approaches to make content material creation extra environment friendly, efficient, or measurable.
The second enchancment step – particular to generative AI – is a spot evaluation to determine the place current AI toolsets might be utilized to make group members extra environment friendly, develop their capabilities, or change the character of the content material collaboration.
Now, the enterprise has choices about what, the place, and when a brand new generative AI device is perhaps price piloting. Ought to it maximize the group’s strengths or decrease its weaknesses?
Will AI make your advertising and content material stronger or cowl for weaknesses?
The lengthy prevailing concept in enterprise says groups obtain extra success by constructing on their strengths fairly than repairing their weaknesses. Tom Rath and Barry Conchie discover this concept in Strengths Primarily based Management based mostly on Gallup’s 30-year analysis venture.
To be clear, the speculation doesn’t say you must ignore weaknesses. It suggests you spend money on your skills and decrease the impact of your shortcomings.
However right here’s the problem. Generative AI in content material and advertising is so new, disruptive, and chaotic that few individuals and even fewer advertising groups can really level to it as a differentiating energy.
I discover purchasers who do possess this energy have a set of well-understood inventive content material administration processes. Their groups are higher outfitted to determine the gaps the place new generative AI know-how might have a powerful function.
However even then, the solutions aren’t clear. Must you use AI to double down in your strengths with superior coaching to scale up your analysis capabilities? Or must you shore up your weaknesses with new know-how and coaching and complement the writing so the content material group can produce twice as a lot stuff? Must you reduce the group in half or add new duties to the present group?
Spoiler alert: There are not any straightforward solutions. You define a roadmap as greatest you may.
Weaknesses are generally over-indexed strengths
Some specialists argue focusing solely on strengths has its challenges. A couple of years in the past, The Harvard Enterprise Assessment featured a podcast and article suggesting “so many weaknesses are overdeveloped strengths.”
For instance, amplifying the strengths of a politically astute group chief who makes issues occur can result in a manipulative boss. Or leaning too far into the superior creativity of your design group can result in a dynamic the place they’re thought-about idiosyncratic or out of contact with enterprise realities.
You’ve seen this phenomenon play out during the last 20 years with most new applied sciences – together with generative AI. For instance, suppose you overplay the perceived energy of the group’s writing. In that case, you are usually much less keen to make use of generative AI for extra by-product content material writing, corresponding to abstracts, summaries, or different easy content material.
Each reply is fallacious, however some are helpful
Statistician George Field as soon as stated, “All fashions are fallacious, however some are helpful.” I keep in mind that quote when integrating new, disruptive know-how, corresponding to generative AI, into the inventive workflow. You simply don’t know sufficient about how issues will shake out with the know-how to be 100% sure of any consequence.
Nevertheless, should you’re self-aware about your and your group’s strengths and weaknesses, you may determine what to deal with. In the event you can set up a typical for what’s actually occurring now – how work is completed – it turns into simpler (not straightforward) to make selections about utilizing generative AI to maximise your strengths or decrease your weaknesses.
Let me give one other instance. We labored with a consumer earlier this 12 months who has been rising and molding their content material group for a number of years. They possess an acute consciousness of the group’s strengths and weaknesses because it pertains to their clear, documented, and understood content material creation processes. They know once they’re breaking the principles. Extra importantly, the group chief has created transparency and consciousness of their ongoing steadiness all through the enterprise. She communicates the place her group is concentrated incessantly and clearly to different siloed components of the enterprise.
In that firm, the content material group is seen as robust and targeted on their strengths of high-quality thought management, creativity, and design functionality. As they checked out integrating generative AI into their course of, they didn’t should battle inside opinions or make a enterprise case about whether or not they need to exchange the content material writers with AI for automated gross sales emails, touchdown web page copy, or perhaps a weblog publish.
As an alternative, this group may deal with integrating AI to reduce the weaknesses they already acknowledged. They built-in generative AI into their editorial technique as a analysis assistant to find out the matters not coated however must be, the overly saturated matters, and the favored matters that may profit from recent angles. By doing so, they sharpened their content material focus and received even higher.
The usefulness of any strengths-based mannequin – or in performing a expertise audit – for a brand new disruptive manner of efficiency lies in serving to you make knowledgeable selections about consistently aligning your group to the enterprise wants.
Over time, should you can preserve this self-awareness, your (or your group’s) weaknesses can turn out to be your biggest energy – and also you’ll find yourself being proper greater than you’re fallacious.
And, as with including any new functionality, that’s the most effective we will hope for.
It’s your story. Inform it nicely.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute