In an industry that demands more experimentation, shorter production deadlines and is constantly challenged by AI tools that threaten human-created content, marketers face an uphill battle that doesn’t leave much room for error.
In attempting to overcome these challenges, the race to get content out quickly can lead to mistakes and small details being missed, and sometimes even a lack of overall quality.
The over reliance on AI also doesn’t help matters. With terms like “AI slop” regularly being used in the media and on LinkedIn to summarise the overwhelming volume of “marketing” content being generated by AI, it feels like the tools developed to help are at times creating additional problems.
When your marketing content struggles to stand out in the sea of average, attention to detail quickly becomes any marketer's greatest skill.
Whether this is purely the ability to recognise easy-to-miss errors in the content being distributed or on a deeper level, where you truly understand the details that make a difference when targeting an industry educated audience, it’s a skill that will become invaluable in marketing.
It’s been thought for a while now that AI will take over the traditional top-of-funnel marketing content, educating people with explainer content and AI answers that stop people clicking links in Google. This change pushes the marketing focus to what comes next: content that converts.
With more educated and engaged users landing on your site or social channels, the content has to stand out and be ready to convert people that might have already made a decision about your product or service.
This is where attention to detail can really make a difference. Every word on a page, every image the user sees, every video that draws them in - the details have to be perfect.
This might feel like a contradiction to the industry rhetoric that means fast content allows for faster and better decision making, which might be true, but to really stand out, what you say and how you present your brand has to meet those attention to detail standards.
Attention to detail doesn’t have to mean changing your processes or slowing down how you create and distribute content, but it might be worth taking that extra time to read out loud the content you’ve written, or listen carefully to the video.
Take that extra step to ask someone who best represents your audience to review the content and make sure it works for the intended audience and doesn’t patronise or underwhelm them with things they already know.
Attention to detail is important and will ensure the content keeps a consistent quality.