Contentless
marketing

Almost everybody relies to some degree on some form of content marketing. We do market and keyword research, and we try to spot opportunities. We build landing pages and write articles to try and boost our rankings, optimize our ads, get traffic, and convert visitors.

What happens when that stops working? When the internet is drowning in generic, AI-generated content, when search is 'ambient' and keyword-less, and when Google has no incentive to crawl, index or rank our websites? How can brands use content to compete for attention in 'solved query spaces', when search engines can just synthesize information for their users?

If we want to be able to access an audience, we need to stop thinking of 'content' as something we put on pages and ads to attract or convert visits, and instead start to think about how to use content to solve user problems.