Crafting content marketing magic | NZBusiness Magazine [Video]

Leveraging AI to inform your content marketing may be cool tool, but as Richard Conway explains, having a user manual in place first will help you get the return you’re after.

The past 12 months have been hard for businesses in New Zealand, leading many to tighten their budgets. In this climate, every marketing dollar counts. However, history has shown us that the businesses that most successfully emerge from a downturn are the ones that invest heavily in marketing during in that time. My advice? Invest in content marketing that works.

The proliferation of artificial intelligence (AI) has democratised content production, making it accessible to anyone. From personal experience, I’ve been cautious about the wholesale adoption of AI for content creation. My concerns were confirmed when, in March 2024, Google began rolling out an algorithm update that penalised mass-produced, low-value content. Essentially, if you’re a content creator using AI to …