Why Content Marketing Matters More Than Ever (Thanks, AI)
As AI floods the internet with fast, formulaic content, the brands that will stand out are the ones with something real to say. This is content marketing’s moment — not its replacement.
By Kyle Crafton
Now that AI can churn out articles, images, even entire campaigns in seconds — doesn’t that make content marketing less valuable?
Actually, the opposite is true. The rise of AI hasn’t replaced the need for content marketing. It’s exposed why content marketing matters in the first place. Creating content that’s strategic, distinctive and worth your audience’s time? That’s where content marketing earns its keep.
So is content marketing still effective in an AI world? Yes, and the reasons why are clearer than ever.
1. Because AI can generate content — but not meaningful content.
AI has made content easy to produce. But easy doesn’t equal effective or relevant to your audiences.
“The internet is filled with repetitive, SEO-chasing, derivative noise,” says Jeff Ficker, chief creative officer at Casual Astronaut. “If anything, that makes smart, brand-specific content even more valuable.”
Content marketing isn’t about quantity. It’s about intent and perspective. And AI can’t create those things — it can only mimic them.
2. Because your brand needs a voice.
AI is powerful, but it’s not an authority. It doesn’t have firsthand knowledge or lived experience. Your audience still wants to learn from experts, read real opinions and hear something new.
Content marketing is how brands publish ideas that actually say something — ideas that reflect what your organization knows, not just what exists online. That makes it one of the most powerful differentiators in a post-ChatGPT world.
We’re entering an era of mass content — but also mass sameness. Content marketing helps brands rise above with personality and point of view.
3. Because someone still has to think before you publish.
This is not the time for generic filler. Content marketing only works when it’s tied to a clear strategy: built around your audience, driven by performance and guided by real insight.
AI can support the process. It can help you move faster, test smarter and personalize better. But the message still has to matter. The perspective still has to be yours. The storytelling still has to be rooted in reality.
4. Because performance still depends on originality.
AI can help you scale content — but if it’s not original, it won’t perform. Search engines, social platforms and real people are all getting better at filtering out fluff. They reward content that delivers something fresh: a unique insight, a sharp point of view, a clear human voice. That’s what drives engagement, shares and rankings — not just checking boxes with keywords and character counts.
And though AI-generated content could earn clicks or page views, that doesn’t mean it moves people to act. Conversions require trust — whether that’s a purchase, a booking or request for more information. And trust comes from relevance. You don’t earn that with generic content.
Original content also pays off in the long term. “Search engines are increasingly prioritizing depth, authority and user intent, not just keyword density,” says Tina Kelly, chief marketing officer at Casual Astronaut. Human-centered content that demonstrates expertise is more likely to earn backlinks and rank higher.
Looking for help building a content marketing strategy that works in an AI world?
Kyle’s career experience spans the media landscape, beginning as a magazine publisher and later as CFO and publisher of MediaBistro.com. He served as the publisher and GM of the Curbed Network, now part of Vox media. In 2010, he swapped New York City for Arizona and dove into agency life, leading digital initiatives — design and development, interactive marketing, UX and search — and working with clients such as Nationwide Insurance, Charles Schwab and NASCAR.
Kyle has taught courses on digital media entrepreneurship and the business and future of journalism at Arizona State University’s Walter Cronkite School of Journalism. He feels at home among the many Chicago ex-pats in Phoenix. His passions include cooking, college basketball and spending time with his (significantly more talented) creative director wife, his teen children and his dog.