Big +1 on power law of value accruing to the best content. Never been a better time to be sharing some hyper-specific, "earned" knowledge about a niche.
I think, the impact of AI, specifically answering engine like ChatGPT, Perplexity etc, on publishers/content creator, can be broadly bucket into two aspect - monetization and discovery.
Advertising is more relevant in the context of monetization, while less with discovery. However, if traditional search engine users increasingly migrated onto answering engine, the impact is on both front. And I can see the disruption / short term pain, will be more on content discovery, less on advertising for publishers in this shifting paradigm. It could easily be more disruptive than the browser to mobile transition for media incumbents.
In media, we say, content is king. That is, if you can be discovered, by target audience however niche that is. And if you can attract and aggregate users/audience at mass, the ad dollar will come.
As of today, SEO is / should be a well understood science for most online publishers/content owners. How this will or will not change with answering engine, or is it even possible to optimize for being discovered, is completely unknown.
Good insight. Can I translate part of this article into Spanish with links to you and a descripción of your newsletter?
Sure, thanks.
Good morning, Michael. Here is the translation (I can change whatever you like):
https://chamberly.substack.com/p/el-fin-de-la-publicidad
Big +1 on power law of value accruing to the best content. Never been a better time to be sharing some hyper-specific, "earned" knowledge about a niche.
I think, the impact of AI, specifically answering engine like ChatGPT, Perplexity etc, on publishers/content creator, can be broadly bucket into two aspect - monetization and discovery.
Advertising is more relevant in the context of monetization, while less with discovery. However, if traditional search engine users increasingly migrated onto answering engine, the impact is on both front. And I can see the disruption / short term pain, will be more on content discovery, less on advertising for publishers in this shifting paradigm. It could easily be more disruptive than the browser to mobile transition for media incumbents.
In media, we say, content is king. That is, if you can be discovered, by target audience however niche that is. And if you can attract and aggregate users/audience at mass, the ad dollar will come.
As of today, SEO is / should be a well understood science for most online publishers/content owners. How this will or will not change with answering engine, or is it even possible to optimize for being discovered, is completely unknown.