Jono Alderson, esteemed expert and former SEO head at Yoast, recently criticised the over-reliance of marketers on cookie-cutter SEO templates. According to Alderson, the use of such templates results in impersonal and repetitive content that overlooks users’ needs. Instead, Alderson advocates for adaptable strategies that fit individual business needs and a holistic approach to SEO.
He further argues that ‘one-size-fits-all’ templates often miss crucial aspects of user intent and fail to optimise the digital user experience. Instead, marketers should shift their focus towards providing personalised, valuable content, which Alderson suggests is the key to successful online presence.
Alderson coined the term ‘word whirlwind’ to describe the excessive optimization of words. He warned about the potential pitfalls of Artificial Intelligence in content marketing, predicting an overflow of recycled, unwanted content that dilutes the core messages of brands.
As Artificial Intelligence continues to play a larger role in society, Alderson expresses worries about the over-reliance on AI in content marketing.
Alderson’s critique on AI’s role in content marketing
He strongly believes that a user-centric approach is crucial rather than a sole focus on search engine results.
He also shared his doubts about the increasing dependency on Big Data, emphasising the need for human creativity and ingenuity. More focus should be placed on user interaction and engagement rather than solely on improving search engine visibility.
Alderson expressed concerns about replacing human writing with AI. He argued that AI lacks the nuanced understanding and creativity inherent in human writing and an over-reliance on AI could lead to depersonalisation of content.
He concludes by highlighting the importance of preserving the human touch in content and maintaining the balance between AI and human intervention. In echoing Ann Handley’s work, he suggests using AI to enhance writing productivity, but not as a substitute for effective writing.
Alderson and Handley both believe that the future of content marketing lies in the strategic handling of these challenges by both seasoned and new writers, ensuring the human element in content remains at the forefront of this evolving industry.
