In a short period of time since it was launched, Generative AI has caused widespread interest in the content marketing landscape, with significant benefits and notable risks. Undoubtedly, this is the primary reason for marketers, managers, and experts to have a tool that generates unlimited content on any topic. This article examines generative AI in content marketing by providing a holistic view of its benefits and challenges. The benefits of generative AI involve efficiency in content creation, better personalization, cost savings, creativity, and further improvements. Nevertheless, there are risks related to these advantages, including quality of the content, ethical concerns, dependence on technology, the potential for spreading misinformation, and diminished content value. This article attempts to provide a balanced perspective by observing both sides. Furthermore, the article highlights some future trends and developments in generative AI, providing an understanding of its potential impact on content marketing.