I’ve read a lot of job postings recently. One thing is clear: organizations are looking for effective content. They need someone to create, organize, and manage it, preferably using AI.
But it’s also clear that organizations mean different things when they say “content.” Multiple legitimate needs are being compressed into that one word.
“Content” might refer to:
- A cross-channel marketing engine
- A thought leadership platform to build reputation
- A publication or editorial program with a defined voice and audience
- A help center or knowledge base to support users
These types of content are doing different jobs. They are produced and managed differently. They have different lifecycles. And different expertise is needed.
When “content” is vague, it creates problems downstream. You can end up with mismatched expectations, wasted effort, and uneven results. What you had in mind isn’t quite what you got, and you’re not sure why. Or the content sounds terrific, but somehow it isn’t doing its job.
When organizations say they want to use AI for content, that can mean very different things, too. AI can make things easier and faster, but only once you’re clear on what you’re trying to create and why. AI can speed things up; it doesn’t fix the problem.
Do you want your content efforts to be effective? Then define what “content” means for you. Take the time to get specific about:
- What it’s meant to do
- Who it’s for
- Where and how it will be used
- How careful it needs to be
- How long it needs to last
That might sound obvious, but you’ll be surprised how asking these basic questions brings ambiguities to light. It’s much easier to hit a target you can see.