AI presents a defining moment for content marketing

For years, many companies using content to market their products have used a relatively simple playbook: Publish content designed to rank prominently in search results, lure users to their websites and convert a subset into paying customers.  But as AI threatens to fundamentally upend the way we search for and consume information on the Internet, all of that is about to change. Companies investing in content may soon reach a fork in the road where they’ll need to either double down on creating original high-value content designed to build genuine long-term relationships with audiences, or make peace with the fact that they’ll be forced to pay for distribution. Already, some mainstream publishers are beginning to use AI in a way that enhances and highlights their unique offer