Hello Reader!

AI mode is now officially available for all US users, and it’s changing how people discover content. If you're still writing for traditional SERPs, you're behind.

I wrote a bite-sized blog about 5 things content marketers + writers need to do to stay ahead.

Thanks for reading,

Ashley R. Cummings

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Partner | A Smart Bear Newsletter

I enjoy this newsletter. It includes lessons from founding 2 unicorns over 20 years. Both bootstrapped and raised $300M. It's a good read for anyone curious about strategy, frameworks, tactics, and the psychology of entrepreneurship. Subscribe here.

Expert Interview | Saj Hoffman-Hussain

Free consulting: One smart expert, one focused conversation that you can apply to your work.

1. Tell me more about yourself and your journey into content.

I’ve always been drawn to storytelling and finding creative ways to connect with people and niche communities, which led me to content firstly as a freelance radio reporter on the employment beat for the BBC and then later as I moved over to the USA, working in content strategy and marketing, creating and leading content teams.

My journey is also shaped by personal experiences, like advocating for my kids who have autism, which keeps me focused on creating content visions that are impactful and inclusive, as well as being a first-generation immigrant (and now citizen) to America from the UK and starting my life here from scratch. Growing up in England as a third-culture kid meant embracing my family's Pakistani heritage and fusing it with my British identity, and it’s the concept of targeted fusion I like to bring forth in my career.

2. What is one content strategy marketers can’t afford to ignore?

In 2025, personalization is the game-changer. It’s about delivering content that feels tailor-made, whether that’s through AI, data insights, or real-time interaction. But here’s the key: people still want authenticity. The best strategies will balance innovative tech with storytelling that feels real and human—that’s what builds lasting connections. I think there’s going to be an even bigger push towards the development and maintenance of niche microcultures of audiences, and content marketing teams will really need to lean in on how to connect with those microniches and so softer skills like community engagement and building will be vitally important in brand development and transformation efforts.

Smartest Content This Week

Think smarter, faster: Each week, I share the articles that are shaping where content marketing is going, so you don’t have to dig.

1/ How to write good content using AI (Sara Taher). AI content can rank, but to write content that’s good (and not spammy), you need to combine your original thinking with AI’s speed and SERP analysis tools, then edit with intention. This article shows you how.

2/ Google AI mode is finally rolling out to all users in US (SEL). Google’s new AI Mode (now live for all U.S. users) transforms search into a more interactive, multimodal experience designed to handle complex queries with deeper, AI-driven results, and as the author notes, this marks a major shift for search marketers to watch closely.

3/ The State of B2B Marketing in 2025: What’s Actually Working Right Now? (Surfer). B2B marketers are winning by investing in SEO, using AI to scale content, and focusing on brand visibility across channels, not just clicks. Read more about the keys to success in this article.

AI Updates + Tools To Watch

Don't get left behind: The most useful AI updates and content tools worth paying attention to this week.

🤖 How Publishers Can Survive (and Thrive) in the Age of AI Search | Lily Ray (Advanced Web Ranking). Ray explains that publishers need to shift from a website-first to a brand-first SEO strategy by building authority across platforms, showing up in multiple content formats, and focusing on visibility beyond traditional search.

🤖 Google Launches Audio AI Overviews In Search Labs Test (SEJ). Google is testing Audio Overviews, a Search Labs feature that uses generative AI to create spoken summaries of search results. Read more about how it raises questions about traffic impact for publishers.

🤖 How Content Structure Matters for AI Search (Chris Green). A recent test shows Q&A-style content consistently delivers the highest semantic match to search queries in AI environments, but well-structured content with proper HTML can also perform well. This suggests formatting and chunking strategies play a critical role in AI-driven search visibility.

⚙️ Tool to watch:

What's New In Content?

New content trends to watch:

💡 Google’s AI Mode is now live for all U.S. users, turning search into a conversational, multimodal experience.

💡 Marketers are shifting from chasing traffic to building brand visibility across platforms, as zero-click search becomes the norm.

💡 Q&A-style content and structured formatting are emerging as top performers in AI-driven search.

Work Smarter | Toolkit for content managers who are hiring

Tired of reinventing the wheel every time you hire a content writer?

This all-in-one toolkit gives content marketing managers everything they need to hire, onboard, manage, and collaborate with freelance content writers — saving hours of admin time and delivering better content, faster.

Here’s what’s inside:

✅ Hiring & Onboarding Templates
Rate guidance, job description template, screening questions, onboarding email, and a kickoff call checklist to start every project right.

✅ Content Operations Guides
Get clarity on what makes a great writer, what belongs in your style guide, how to create solid briefs, and how to define your audience clearly.

✅ Management & Collaboration Tools
Invoice template, reporting framework, and practical tips for managing freelancers like a pro (without the awkward check-ins).

🎁 Bonus: Ashley’s List of Vetted Writers
A hand-picked list of trusted freelance content professionals, ready to go.

Whether you're building a team from scratch or just trying to make your process smoother, this toolkit is your shortcut to running high-performing content ops.

👉 [Get the Toolkit Now]

Get the toolkit