Whether we like it or not, the internet has had a glow-up (or maybe a glow-downโฆ the jury is still out), and content creation and strategy have fully transformed. โ โHere's what's working now:โ โ โ๐ New data and original insights. A stat round-up fromโeven last yearโis a good way to say, โwe donโt know whatโs going on but hopefully this stat provesโฆ something?โ โ Now is the time for research, testing, and publishing fresh insights. โ โ๐ SMEs for insights and distribution. Authority is a ranking and citation signal. All new content should include SME insights (journalism-style) and a distribution plan. โ โ๐ B2B creator partnerships. Time to tear a page out of the DTC marketing playbook and get cozy with the right niche creators.
Why?
1. Authentic partnerships build trust.
2. It helps with zero-click visibility
3. Again, these partnerships boost citations. โ โ๐ Treating places people visit on the internet as your main visibility play. Iโd argue that social and influencer marketing are now part of content marketing. Just as a retail store needs an omnichannel strategy to engage across touchpoints, so does B2B. Google is pulling from Reddit, LI, Lemon8, etc. โ โ๐ Your owned spaces need to live for customers over search. When people happen upon your site, itโs gotta provide the value and authority people are looking for. Thereโs only so much a Reddit post will do for your brand. Once customers get to your site, give them the old Razzle Dazzle, serve them Sexy Professor, make your space THE space. โ โWhatโs not working: โโ โ๐ AI content at scale. No one cares, and Google and LLMs figure it out fast โ โ๐ An SEO brief from before this year. SEO isnโt going away, but itโs not the main visibility play anymore. Itโs just not. โ โ๐ Boring content. You donโt want copy-and-paste content. The best partner you can have is a creative thinker and trained B2B writer. AI is not going to beat them. Ever. The brands winning are hiring industry pros. Bc they can write, engage an audience, know strategy, adapt quickly, and wonโt give you BS. โ โ๐ Lumping in writing and editing as one skill bc AI is a thing. Nope. Tell me you donโt know anything without telling me you donโt know anything. Every writer needs a human editor. Every AI needs a human editor. Oh and a fact checker. โ All of these are part of the Content Connect 3V framework: Visibility. Value. & Voice.
Thanks for reading,
Ashley
Partner | FryAI
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PhD researcher in AI ethics, Hunter Kallay, breaks down the deep ethical issues and financial trends in AI before they hit headlines, so you can understand what moral concerns people are underestimating and also how AI is impacting your wallet.