Discover the essential content strategy framework companies must adopt to thrive in 2025.
I just read the article, Top SEO Shares How To Win In The Era Of Google AI, and I was nodding my head the entire time. It validated something I’ve felt for a while—especially regarding how we think about content in today’s marketing environment.
When I started blogging and creating marketing content back in 2010, the goal was to teach people how to do things. You know the drill: 5 Ways to Improve X, 8 Reasons You Need Y. At the time, it made sense. People were searching Google to learn how to do stuff, and businesses wanted to show up with answers.
But those types of articles? They’re useless now.
Anyone can ask ChatGPT how to do something and get a solid answer instantly. We don’t need to scroll through pages of Google results trying to find the right blog. AI has taken over the “how-to” lane—and that’s a good thing.
So what does work? Here’s what Jono Alderson shared that really hit home:
- Outsourced generic content is dead. Remember when agencies used to crank out the same industry article and syndicate it across a dozen client sites? I never liked that approach—it always felt empty. But it was easy, and it made companies feel like they were “doing marketing.” That model doesn’t work anymore. Google now deprioritizes redundant, unoriginal content.
- Original content is required. With AI, it can be easy to think, “I’ll throw some things into ChatGPT, and it will spit out an article. Good to go! -- NOT! Like anything in life, it’s probably not worth that much if it’s that easy. Content that is timely, relevant, and has a unique perspective is the only content with a chance of performing. It must come from YOU—your experience, views, successes, and failures.
- Be Relevant to Your Buyers’ Journey: So many companies still publish educational content answering basic how-to questions. But here’s the thing: your buyers aren’t struggling with how. They’re struggling with why. Why this strategy vs. that one? Why invest now? Why is this the best solution for my business? That’s the kind of thinking that earns trust and moves deals forward.
- It’s about human connection: As digital marketing grew, we’ve moved away from the human connection part of sales and marketing. It has been easy to crank out content and feel like we communicate our message effectively—from afar. We look at the views and clicks and maybe even see some good engagement but then wonder why the sales pipeline still sucks. Content alone is not going to drive business. It is the way you use that content to connect with real humans that matters. That means having a unique perspective directly tied to the buyer’s journey and getting it in front of your target audience, not just posting it to see what will happen.
If you’re a growth-minded company, this is your cue to transition from “checking the content box” to creating something that actually helps you grow. It’s not about writing more. It’s about being more thoughtful. More useful. More you.
Here are a few resources to help you take the next step:
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