What does content marketing look like when creating more content is no longer enough? In this episode of the DMI podcast, host Will Francis speaks with Chima Mmeje, Senior Content Marketing Manager at Moz, about how marketers can stand out as AI transforms search, content, and the way audiences discover brands.
From building direct relationships with audiences to finding genuine demand and using AI without losing your own voice, Chima shares her perspective on where content marketing is heading and the skills marketers will need to keep up.
Chima’s Top 3 Tips
- Understand the pain behind the problem: go beyond surface-level audience insights and understand what genuinely motivates people to seek a solution.
- Develop your storytelling skills: use storytelling to make your content distinctive, hold attention, and adapt ideas for different audiences and formats.
- Use AI as an assistant, not the thinker: bring your own strategy, expertise, and judgment, then use AI to help you execute and scale your ideas.
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Timestamps
0:03:16 – Why brands need to reduce their reliance on Google
0:05:01 – Webinars, email, social and building owned audiences
0:09:20 – Turning educational content into conversions
0:13:41 – How content marketing is changing
0:14:23 – Why creating more content is no longer enough
0:16:18 – Creating useful resources instead of basic articles
0:16:30 – Storytelling and multimodal content
0:18:47 – Using AI to repurpose content
0:20:55 – The biggest mistake marketers make with AI
0:24:04 – Why personality matters more in the age of AI
0:24:45 – How obvious AI content can damage trust
0:26:24 – Earning and keeping attention in search
0:27:45 – Finding content demand across search,social and AI
0:29:34 – Building authority across your online presence
0:32:03 – Why you can’t trust AI agents
0:33:05 – Building AI workflows that keep humans in control
0:35:12 – When to hand repetitive work over to AI
0:36:33 – The skills marketers need for the future
0:40:52 – Understanding your audience’s deeper pain points
0:42:51 – Founding the Freelance Coalition for Developing Countries
0:45:33 – The importance of building skills and accessing better opportunities
