Artificial Intelligence (AI) is transforming the marketing landscape at an unprecedented rate. With bold predictions like Sam Altman’s claim that 95% of what marketers do today will soon be handled by AI, and Microsoft’s assertion that jobs like copywriters and content strategists are particularly vulnerable, the message is clear: the AI revolution is here. But does this signal the end of marketing as we know it - or is it an opportunity for growth?

In a thought-provoking discussion, Ryan Law, a seasoned content marketing expert, offers a six-step strategy to not only survive but thrive in the AI era. His insights challenge marketers to rethink their approach, embrace technological advancements, and double down on uniquely human strengths. Below, we’ll explore key strategies inspired by this conversation, including practical advice, mindset shifts, and actionable solutions for marketers in B2B SaaS companies and beyond.

Why AI Is Both a Threat and an Opportunity for Marketers

AI offers enormous potential for efficiency, scalability, and innovation in content marketing, but it also comes with risks. Law identifies three primary ways AI could impact marketing careers:

1. Direct Replacement: Certain roles, such as copywriting and content creation, are at high risk of being automated due to AI's ability to generate content at scale.

2. Competition from AI-Enhanced Peers: Those who know how to effectively leverage AI tools will outperform those who don't.

3. Shifting Relevance: AI is fundamentally altering how audiences consume information, making some traditional marketing tactics less impactful.

The message is clear: doing nothing is not an option. Marketers must adapt, upskill, and redefine their roles to remain relevant.

1. Embrace AI as a Tool, Not a Threat

The first step to future-proofing your marketing career is to shift your mindset. Instead of fearing AI, learn to use it as a tool to amplify your own capabilities. Ryan Law argues that AI excels at checklist tasks - those repetitive, formulaic activities that often consume valuable time.

Practical Applications of AI in Marketing

• Content Ideation: Use AI to conduct topic research, identify gaps in competitor content, or brainstorm creative angles.

• Content Optimization: Automate tasks like keyword research, headline testing, and formatting for SEO.

• Streamlining Processes: Simplify mundane tasks like writing meta descriptions, pulling data for reports, or generating social media snippets.

Law emphasizes that while AI can speed up workflows, it requires human oversight. The key is balancing automation with creativity, ensuring quality and originality.

2. Develop Taste: The Ultimate Differentiator

One of Law’s most compelling arguments is that taste - the ability to recognize, create, and curate truly great content - is becoming more valuable than ever. AI can produce an endless stream of content, but it lacks the discernment to identify what resonates deeply with audiences.

How to Cultivate Taste

• Consume Widely: Expose yourself to the best (and worst) content in your industry to understand what works and why.

• Analyze Success: When you see a successful campaign, ask yourself what made it impactful. How can you apply those principles to your work?

• Iterate and Experiment: Test different approaches, measure outcomes, and refine your strategy based on real-world results.

By developing a strong sense of taste, marketers can guide AI to produce better outputs and elevate their content above the noise.

3. Invest in Unique, Proprietary Content

AI thrives on pre-existing data, but it cannot generate genuinely novel insights or conduct original research. This presents a huge opportunity for marketers to create proprietary content that stands out.

High-Impact Tactics:

• Data-Driven Research: Leverage your company’s unique datasets to uncover trends, generate industry benchmarks, or answer pressing questions.

• Expert-Led Thought Leadership: Publish opinion pieces or analyses that only your team’s expertise can provide.

• Personalized Insights: Tailor content to niche audiences using AI to analyze audience behavior while maintaining a human touch.

For example, research-backed articles with original findings can dominate search rankings and become go-to resources in your industry.

4. Expand Your Skill Set with AI as Your Coach

In today’s fast-moving landscape, staying stagnant is not an option. AI can be a powerful ally in helping marketers acquire new skills quickly and efficiently.

Areas to Expand Your Skills:

• Coding Basics: Tools like ChatGPT can help you learn Python or automate workflows, making you more independent and efficient.

• Data Visualization: Use AI to create compelling visual assets for reports, presentations, or social media.

• Content Automation: Experiment with AI tools to create workflows that speed up repetitive tasks while maintaining quality.

Law shares his own experience of using AI to build scripts that automate reporting and data collection, saving hours of manual work and enabling him to focus on strategic activities.

5. Redefine Your Role: From Technician to Strategist

To stay ahead of AI, marketers must move beyond execution and focus on strategy, creativity, and leadership. Instead of acting as "session musicians" who simply produce deliverables, strive to be the "rock stars" of your field - individuals who are recognized for their unique style, bold ideas, and expertise.

How to Stand Out:

• Take Ownership: Attach your name to your work by sharing insights publicly, writing opinion pieces, or speaking at events.

• Share Bold Opinions: Don’t be afraid to take a stand on industry issues. Memorable ideas often spark debate and engagement.

• Develop a Signature Style: Whether it’s your writing tone, visual design, or thought leadership approach, cultivate a unique, recognizable identity.

As Law points out, rock stars don’t just create; they inspire, connect, and build loyal followings. This kind of personal branding can be a game-changer - even if your audience is small but niche.

6. Focus on Discoverability, Not Just Visibility

While not everyone needs to be an influencer, being discoverable is essential. Whether you’re a B2B marketer or a SaaS founder, having a digital footprint that showcases your expertise can open doors to new opportunities.

Steps to Increase Discoverability:

• Build a Portfolio: Document your work, results, and key projects on a personal website or LinkedIn.

• Optimize for Search: Use searchable terms in your profiles and content to ensure potential collaborators or employers can find you.

• Leverage Case Studies: Share stories of past successes to demonstrate your skills in action.

Think of this as an insurance policy for your career. If someone searches for an expert in your niche, your portfolio should make it easy for them to find and hire you.

Key Takeaways

• Adapt or Risk Obsolescence: AI is here to stay. Learn how to use it effectively to stay competitive.

• Taste Maters More Than Ever: Focus on honing your ability to discern and create high-quality, impactful content.

• Lean Into Proprietary Content: Original research and insights are powerful differentiators that AI cannot replicate.

• Expand Your Skills: Use AI as a tutor to learn coding, data visualization, or other adjacent skills that enhance your work.

• Redefine Your Role: Shift from execution-focused to strategy-driven, and build a personal brand that sets you apart.

• Stay Discoverable: Ensure your work and expertise are easy to find by potential clients, collaborators, or employers.

• Leverage AI for Efficiency, Not Replacement: Use AI to automate repetitive tasks, freeing up time for creativity and innovation.

Conclusion

AI is reshaping the marketing landscape, but it doesn’t have to be a threat. By embracing the tools AI offers, doubling down on human creativity, and staying agile, marketers can not only survive but thrive in this new era. It’s time to rethink what it means to be a marketer and position yourself as an indispensable asset in a world increasingly driven by automation and innovation.

The future belongs to those who are willing to adapt, learn, and lead. Will you?

Source: "AI Is Replacing Marketers - Here’s the 6-Step Plan to Survive | Ryan Law" - Ahrefs Podcast, YouTube, Jan 1, 1970 - https://www.youtube.com/watch?v=tgIEVcGE7zI

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