The Impact of Personalized Content

The Dashboards of the Past

According to my friend Kevin Farley (who I met during Covid on Clubhouse) writes it is time for marketers to prepare for the end of the dashboard:

“The problem is that attribution was designed for a world where buyer behavior was trackable through clicks, cookies, and form fills. That world is shrinking fast.”

And he’s not wrong. The advent of AI answers (with no clicks), the rise of social search (we’ve been waiting for 15 years for this to work), and increasing off-brand research means marketers are going to need to adjust how we view our impact on the business.

Honest Content Builds Pipeline

From Pipe Dream (h/t to Jason Bradwell, again!) comes Sonia Baschez, founder of Yapping as a Service (YaaS). She recently joined his show to talk about the importance and impact of authentic and often imperfect content.

Why authentic, even imperfect content consistently outperforms polished AI-generated posts, particularly with Gen Z audiences. I love AI and think it has tremendous power, but human-first to content continues to win the day.

The Content Flood Will Continue

Content marketing has seen a resurgence over the past five years (and for good reason). People are spending more time online consuming and less time waiting to be sold.

Enter AI. In a massive research study by Scrunch, they have uncovered the impact of AI on content half-life (the time before AI starts to present your shiny new content less). The findings are staggering.

The Half-Life of content within AI is ranging from 3-5 weeks. Just sit on that for a moment…