Building Audience Through Content

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 TipsUnderstand 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.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube, Apple Podcasts, Spotify, and all other podcast platforms.And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team!Timestamps0:03:16 – Why brands need to reduce their reliance on Google0:05:01 – Webinars, email, social and building owned audiences0:09:20 – Turning educational content into conversions0:13:41 – How content marketing is changing0:14:23 – Why creating more content is no longer enough0:16:18 – Creating useful resources instead of basic articles0:16:30 – Storytelling and multimodal content0:18:47 – Using AI to repurpose content0:20:55 – The biggest mistake marketers make with AI0:24:04 – Why personality matters more in the age of AI0:24:45 – How obvious AI content can damage trust0:26:24 – Earning and keeping attention in search0:27:45 – Finding content demand across search,social and AI0:29:34 – Building authority across your online presence0:32:03 – Why you can’t trust AI agents0:33:05 – Building AI workflows that keep humans in control0:35:12 – When to hand repetitive work over to AI0:36:33 – The skills marketers need for the future0:40:52 – Understanding your audience’s deeper pain points0:42:51 – Founding the Freelance Coalition for Developing Countries0:45:33 – The importance of building skills and accessing better opportunities