WORKWEEK

Every marketing team has to figure out how to earn brand awareness and visibility, drive traffic, and convert that traffic into leads and ultimately customers. That’s it. That’s the game. 

How do you play that game? Well, you learn the rules. The below rules are not new. You’ve seen and heard them everywhere. AI changes how you approach them, though. 

1. Start from the bottom. Build the processes and assets you need to close sales first, and then work your way up the funnel. The higher up you go, the more volume is possible. But volume doesn’t matter if you can’t close. Start as close to the actual dollar as possible––and that’s the sale. AI doesn’t change this in the slightest.

2. Know your audience. Use every available source—search trends, social listening, direct conversations, sales call recordings, research from tools like Wynter—to understand what your customers need and how they talk about it. Tailor your content to match. Better yet, build out agentic AI to parse the data and find relevant gems on which you can build products, content and more. Here is an image from Hannah Grey’s recent newsletter, highlighting a few of the 60+ agentic AI workflows they’ve built. This will come up in rule #5. 

3. Control what you can, influence what you can’t. In a world where your brand will increasingly show up on other platforms, you have to understand what influences those platforms. AI search tools like Profound and Revere (here’s a webinar from them on YouTube) can help you make sense of that for LLMs. 

4. Prioritize accessibility and findability. Right now, this means understanding query fan-out and how AI agents browse, engage, and even convert on websites. And building to account for it. 

5. Be adaptable. Build a system that can adapt quickly. Content operations are more critical than ever, and you have more tools at your disposal than ever with AI. Seriously consider what you can automate and how AI can help you speed up. This isn’t only about AI content creation. Or AI to automate publishing, or intake. It’s the whole thing. Start over. Seriously, start over. What would you build today with the tools available now? Get creative. 

How are you changing your approach?