AI moves fast … but good strategy is forever. I was recently watching a 2024 MAtG podcast where Kipp and Kieran talk about content marketing in the age of AI. And you know what? It aged pretty darn well.
The Content Marketing Guide You Need to Survive AI
-
Audit your content by query type, not just traffic volume. Informational content — “how do I get a visa in Singapore?” — is being cannibalized by AI. Transactional content — “best CRM for mid-market” — is more defensible.
Your move: Pull your top 50 traffic pages, classify each, and flag which are most exposed. -
“Commodity questions” are a dead investment. If AI can answer a question, why would anybody click through to your website?
Your move: Stop commissioning new content around commodity informational queries (like the latest trends in your industry) and redirect that budget toward defensible, durable content (proprietary data, customer stories, deep practitioner expertise). -
Double down on the differentiation signals that AI can't replicate. Durable content includes video, imagery, customer data, expert quotes, and original research.
Your move: Add one or two of these to your existing highest-traffic posts rather than starting from scratch. -
Personality-led content = own the channel, not the person. Your company builds and owns the distribution asset (YouTube channel, LinkedIn presence, newsletter), while creators/influencers bring the talent.
Your move: If you’re creating or evolving a B2B content program, prioritize personality and talent. (Note: This is not the first time that the MCU has come up in this newsletter.)
This week's email was brought to you by Laura M. Browning. Editing by Jana Rumberger.
SUBSCRIBE TO OUR OTHER NEWSLETTERS
Business news, but not boring: The Hustle | Stay current on AI: Mindstream | Grow your business: Starter Story | Sell better: The Science of Scaling
Follow Marketing Against the Grain on LinkedIn and Instagram
Was this email forwarded to you? Sign up here.