The content that thinks about the audience first will always be the most successful. Over the next few years we will have content that will be Ai-enabled, and some of it will work and deliver innovative and exciting work. However, this will not be Ai slop and the content that looses the craft of storytelling will lose sight of the audience. I believe the work that retains the craft and human elements will be the work that will stand out and therefore succeed.
Key Insights
The industry is always changing, and Ai content will have an impact. In terms of quality for sure but also in that it will open the industry to singular contributors, with ease of access to tools that are cheap and readily available. This will mean that creation will be quicker, more agile and, more practically, cheaper to produce. I think the winners will be those who use tools to enhance their craft, rather than the proprietors of what we know as "Ai slop". There is a trend towards longer form content of late with social on a small but significant slide from its peak in 2022. It's an exciting time.
Signature Work Achievements
Helen has worked across many large media and tech companies including Aol, The Guardian, Huff Post, Microsoft, Yahoo and Verizon. Her latest role a large team of content creators for Conde Nast Creative, working across all brands and platforms. She specialises in brand communications, working for various high profile companies, creating content with brand messaging, that audiences want to consume. Helen has strong experience of change management, guiding teams through new processes, mergers and ways of working, whilst building out client facing strategies and market communications.
Career Lessons
Always put your audience at the heart of everything you create and do - that's the only true way to get results that will matter. And always be nice to people. It's a small industry and after a few years you will know a lot of people, who will know a lot of people. Reputation is everything.
