Content Connect

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Hello Reader! Orbit Media’s 2026 Blogging Statistics report surveyed 1,042 content marketers about what they create, how they work, and which practices produce the strongest results. Here are the stats that stood out most to me: 1/ Only 13.9% of marketers say their blogs deliver strong results, an all-time low. Between 20% and 30% reported strong results in each of the previous 12 years. What I think this means: The standard content playbook isn't working like it used to. Generic TOFU content...

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Hello Reader! Last week we talked about how investing in refreshed content might just be the best TOFU strategy of 2026 (see the post here). The argument landed, judging by my inbox, but it left one question hanging. How do I refresh content so it ranks without burning the same hours a new post would take? This week is the how. Ahrefs analyzed 17 million AI citations and found that pages cited by AI assistants average 1,064 days old, compared to 1,432 days for organic results. That's 25.7%...

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Hello Reader! Okay, so we've talked about how much TOFU content (and its value) has changed over the past year. Two weeks ago, I said AI is now the guy at the entrance of the market handing you a tidy summary of every identical stall, so you never walk past a single one. Last week, we saw that play out in the data: ChatGPT likely already knows which brands it's going to name before it runs a search, and the gap between the brands in that query and everyone else was 33x. Translation: AI has...

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Hello Reader! Last week, we talked about the downfall of generic TOFU content. A couple of days later, Suganthan Mohanadasan published research that makes the case clearer, particularly how it relates to AI search results. He read ChatGPT's network traffic across 60 conversations and found that ChatGPT writes brand names into its own search queries before it fetches a single page. Ask it for the best AI note-taking app, and it searches for Granola, Notion AI, Otter, and Fireflies by name....

Hello Reader! Hot take: I wouldn’t even bother publishing TOFU content right now Reason 1: AI has already scraped TOFU content AI has already scraped, synthesized, and repackaged an enormous amount of basic educational content. And when someone asks a broad question, they can often get a perfectly adequate answer without clicking through to a brand's website. And frankly, it doesn't really matter who dominates those searches anymore. Ranking first for a broad informational query doesn't mean...