The Hidden Costs of Bad Content

Every quarter, tech CMOs approve substantial budgets for content creation. Teams produce white papers, blog posts, case studies, and social media campaigns. Marketing automation platforms hum along. Content calendars stay full. Yet many growth-stage technology companies face a silent budget leak that rarely shows up in quarterly reviews: the cumulative cost of poor content.

For CMOs at Series B and C tech companies, this oversight creates a compounding problem. Poor-quality content not only fails to deliver results. It actively drains resources, damages brand equity, and creates operational friction that slows growth. In an environment where AI-generated noise floods every channel and buyer skepticism reaches new heights, content quality separates companies that scale efficiently from those that burn cash chasing diminishing returns.

The thesis is straightforward but frequently ignored: bad content is not merely ineffective. It costs real money in ways most marketing organizations never quantify.

The Direct Financial Costs CMOs Can Measure (But Often Don’t)

Wasted Production Spend

Content marketing budgets reflect significant investment, yet a surprising percentage of produced content never reaches its intended audience. Marketing teams commission research reports that gather digital dust. Blog posts are written but never published because they miss the strategic mark. Video content sits in review limbo for months until it becomes outdated.

The revision cycle creates another drain. When content requires three or four rounds of edits because initial briefs lacked clarity or writers missed the mark on technical accuracy, production costs multiply. Agencies and freelancers bill for the extra hours.

Internal stakeholders spend time providing feedback that could have been avoided with better processes upfront. The true cost of a single blog post that should have cost two thousand dollars balloons to five or six thousand when hidden revision time gets factored in.

Brand standard failures compound these issues. When external contributors produce work that does not align with voice, tone, or technical requirements, marketing teams face a choice: publish subpar content or invest additional resources to bring it up to standard. Both options carry costs.

Underperforming Campaigns

Conversion rate analysis often reveals an uncomfortable truth. Landing pages with unclear value propositions convert at two to three times lower rates than well-crafted alternatives. For a tech company spending $50,000 monthly on paid media, this differential represents tens of thousands of dollars in wasted ad spend driving traffic to pages that fail to convert.

The SEO implications create long-term damage. Search algorithms increasingly prioritize content that demonstrates expertise, authority, and trustworthiness. Generic blog posts that fail to provide unique value or technical depth rank poorly. Higher acquisition costs become inevitable when organic search fails to deliver qualified traffic.

Technical content presents particular challenges. Developer-focused companies need content that speaks credibly to technical audiences. When that content contains inaccuracies or oversimplifications, it fails to rank for relevant technical queries and fails to convert the traffic it does attract.

Inefficient Content Operations

Operational inefficiency may represent the highest hidden cost. Content teams spend forty to fifty percent of their time revising existing work rather than creating new assets. Writers become editors. Strategists become project managers chasing approvals. Creative energy gets redirected to fixing problems instead of driving innovation.

Departmental silos create duplicated effort. Product marketing creates one set of messaging. Demand generation creates another. Sales enablement builds a third. Each team produces content addressing similar topics without coordination, resulting in inconsistent narratives and wasted production capacity.

The workflow fragmentation extends timelines and frustrates stakeholders. A white paper that should take four weeks to produce stretches to twelve. By the time it publishes, market conditions have shifted, and the content feels dated.

The Indirect Costs That Hurt Growth

Erosion of Brand Trust

Brand equity builds slowly but erodes quickly. When prospects encounter inconsistent messaging across channels, they question whether the company understands its own value proposition. A homepage that emphasizes one set of benefits while sales collateral highlights different advantages creates cognitive dissonance, undermining confidence.

The rise of AI-generated content has made authenticity more valuable and generic content more damaging. Thought leadership pieces that sound like they could have been written by anyone about anything fail to establish credibility. For tech companies selling to sophisticated buyers, including developers and technical decision-makers, content that lacks depth or contains technical errors can be fatal to credibility.

Technical buyers, in particular, have sensitive detection systems for marketing content that overpromises or misrepresents product capabilities. A single inaccurate technical claim can poison the well for an entire prospect relationship.

Lost Sales Opportunities

Sales teams notice when marketing content fails them. When provided materials do not address real objections or speak to actual buyer concerns, sellers create their own decks and one-pagers. This workaround indicates content failure and creates consistency problems as sales narratives drift from official messaging.

Unclear value propositions extend sales cycles. When prospects cannot quickly understand what makes a solution different or why it matters to their specific situation, they require additional meetings and conversations. Each extra touchpoint adds cost and increases the risk of losing the deal to a competitor with a clearer narrative.

Buyer journey mapping often reveals gaps where content should answer common questions but does not exist or fails to address the core concern. These gaps force sales teams into educational roles that content should have filled, reducing their capacity for relationship building and strategic selling.

Talent Drain and Team Burnout

Content professionals join tech companies excited to build compelling narratives and drive growth. When reality involves constant rework of subpar content, morale deteriorates. Writers who envision creating thought leadership spend their days revising basic blog posts. Strategists who want to shape positioning find themselves project managing approval workflows.

High turnover follows inevitably. When talented content creators leave, they take institutional knowledge, stakeholder relationships, and strategic context with them. Replacement and onboarding costs mount. Productivity drops during transitions. Continuity suffers.

The cycle perpetuates itself. New team members lack the context to produce quality content quickly. More revisions follow. Frustration builds. The pattern repeats.

The Strategic Costs of Poor Content

Misaligned Positioning

Content should reinforce strategic positioning, yet disconnects frequently emerge. When product strategy shifts but content continues promoting outdated narratives, the entire go-to-market motion suffers. Prospects receive mixed signals. Investors hear one story while customers hear another. Partners struggle to understand how to position joint solutions.

These misalignments damage relationships beyond the immediate prospect base. Industry analysts form opinions based on published content. When that content fails to reflect strategic direction, it shapes perceptions in unhelpful ways. Correction requires significant effort and time.

Slower Market Penetration

Content quality directly impacts adoption velocity. When educational content fails to help prospects understand implementation or use cases, adoption slows. When competitive content does not clearly articulate differentiation, prospects default to familiar alternatives or extend evaluation periods.

Competitors with stronger content narratives capture mindshare even when their products offer less value. The perception battle matters. Tech buyers encounter hundreds of vendor messages. The companies that communicate most clearly and credibly win attention and consideration.

Category creation and market education depend entirely on content quality. For companies introducing novel approaches or technologies, content must do the heavy lifting of explaining why the old way fails and why the new approach matters. Weak content means slower category adoption and longer paths to revenue.

Missed Innovation Opportunities

Content teams operating in constant execution mode cannot contribute strategic insights. Yet content creators sit at a unique vantage point. They see which topics generate engagement and understand which messages resonate.

When content organizations spend all their time producing and revising rather than analyzing and strategizing, companies lose this perspective. Data-driven content strategy becomes impossible when teams lack the capacity for analysis. Strategic opportunities go unidentified.

Why Bad Content Happens (Even in Great Marketing Departments)

So now we know the costs of poor content. But why does it happen? Even the best marketing departments can produce bad content. Here's what I have seen throughout my career as a fractional Head of Content and fractional CMO.

Strategy Gaps

Many content problems trace back to absent or unclear strategy. Without a unified messaging framework, each content creator interprets positioning differently. Lacking clear audience definitions, content tries to speak to everyone and resonates with no one. Without documented brand voice guidelines, consistency becomes impossible.

Reactive content creation compounds the problem. When teams respond to requests without strategic filters, they produce content that fills calendars but does not advance goals. Activity replaces progress.

Siloed Teams

Organizational structure creates content problems. When marketing, product, and sales operate independently, content suffers. Product teams build features but do not communicate capabilities to marketers. Sales teams learn objections and competitive intelligence, but do not share insights with content creators. Marketing produces content without technical accuracy checks.

Content creators who lack deep product knowledge produce shallow content. When writers do not participate in customer conversations or product discussions, they rely on secondhand information that loses nuance and accuracy.

Overreliance on AI Without Editorial Oversight

This one is new, but it cropped up pretty fast once marketing departments began to tinker with AI.

Generative AI tools promise content at scale, and many organizations have rushed to adopt them without considering quality implications. AI-generated content floods channels with text that sounds plausible but lacks depth, originality, or expertise. Without editorial oversight and human expertise, this content fails to build authority or trust.

The efficiency gains prove illusory when AI content requires substantial human revision or performs poorly in search rankings and conversion metrics. The tools have value, but treating them as content creator replacements rather than assistants creates new problems while solving none.

The ROI of Good Content: What CMOs Gain by Fixing the Problem

Addressing content quality issues delivers measurable returns across multiple dimensions. High-quality content drives brand visibility, leads, and sales.

Higher conversion rates and lower customer acquisition costs emerge when content clearly articulates value propositions and addresses buyer concerns. Companies with strong content convert website visitors at two to three times the rate of competitors with weak content. Think about it - how much more does good content return on its investment?

Brand authority compounds over time. Consistent, expert-driven content builds recognition and trust. Buyers remember companies that educate rather than pitch. When purchase decisions arrive, that accumulated credibility influences choice.

Operational efficiency improves dramatically when content processes work properly. Teams spend time creating rather than revising. Reusable content assets reduce production needs. Cross-functional collaboration replaces siloed work. The same team accomplishes more with less friction.

Competitive differentiation in crowded technology markets often comes down to narrative clarity. Companies that tell compelling, differentiated stories stand out. Those who rely on generic messaging blend into the noise.

How CMOs Can Diagnose Their Content Problem

You can diagnose your own content problems, or hire me through Seven Oaks Consulting to help. (I have to get at least one commercial in here!)

Several diagnostic approaches reveal issues with content quality. Content audits examining published materials against quality criteria identify patterns of weakness. Conversion rate analysis highlights which content types and topics perform well and which underperform. Customer and sales team feedback surfaces gaps and confusion points.

Key metrics include content reuse rates, revision cycles, time to publication, organic search performance, content-influenced pipeline, and team retention rates. When these metrics show problems, content quality likely contributes.

Questions for content teams reveal process and strategy gaps. Ask whether the team has documented messaging frameworks, how technical accuracy gets verified, what percentage of time goes to revision versus creation, and how content performance data informs strategy.

A Framework for Building High-Performing Content at Scale

Fixing content quality requires systematic approaches across several dimensions.

Strategic messaging foundations provide the blueprint. Document core positioning, value propositions, audience definitions, and competitive differentiation. Ensure every content creator understands and can apply this framework.

Editorial standards and governance establish quality gates. Define what good content looks like for each format and audience. Create review processes that catch problems early. Build feedback loops that help creators improve.

Cross-functional alignment breaks down silos. Embed content strategists in product and sales conversations. Create regular touchpoints for sharing insights. Build shared ownership of content outcomes.

Smart use of AI combined with human expertise leverages tool capabilities while maintaining quality. Use AI for research, outlining, and first drafts. Apply human expertise for technical accuracy, strategic positioning, and authentic voice. Never publish AI-generated content without substantial human review and editing.

Continuous measurement and optimization ensure improvement over time. Track content performance metrics. Analyze what works and what does not. Adjust strategy and execution based on data. Build a culture of experimentation and learning.

The path forward for tech CMOs is clear. Content quality matters more than content quantity. The hidden costs of bad content far exceed the visible savings from cutting corners on strategy, process, or talent. Companies that invest in content excellence gain compounding advantages in efficiency, brand strength, and growth velocity. Those that accept mediocre content pay for it repeatedly in ways that never appear on budget spreadsheets but show up unmistakably in growth rates and market position.

by Jeanne Grunert

AI as a Helpful Assistant, Not the Driver

Yes, AI is everywhere now. It's in your analytics, your research tools, your automation platforms. And honestly? It's pretty helpful. It makes your team faster and smarter. But here's what it doesn't do: replace the human touch that makes great content actually great.

Think of AI as your tireless assistant, not your creative director. In 2026, the smartest companies are using AI to handle the heavy lifting so humans can focus on what they do best—strategy, storytelling, and building real relationships.

Encourage your team to lean on AI where it makes sense. AI-powered content indexing? Brilliant for helping buyers find what they need. Predictive personalization in your CRM? Gold for anticipating what prospects want next. Automated analytics? Perfect for getting real-time insights without drowning in spreadsheets.

But when it comes to your brand voice, your thought leadership, your strategic vision? Keep that human-led. Your buyers can tell when they're reading something crafted by people who actually get their challenges versus something churned out by an algorithm.

Here's a real-world example: Let's say you're launching new enterprise software. AI can crunch through thousands of customer conversations and spot the pain points that keep coming up. Your marketing team then takes that intel and crafts content that speaks directly to those challenges. The AI gives you the data; your people give it meaning. That's the balance that makes content feel both smart and genuine.

Personalization at Scale

Remember when personalization meant dropping someone's first name into an email? Those days are long gone. Today's buyers expect experiences tailored to their specific world—their industry, their role, where they are in their buying journey.

The good news? A strong content marketing strategy for technology companies can now deliver this at scale, thanks to better data platforms and smarter automation.

Here's where you should focus: First-party data governance (boring name, critical function) and personalization engines. Think about dynamic website content that shifts based on who's visiting. Account-based marketing campaigns that speak directly to specific decision-makers. AI-driven insights that let you adjust your content in real time based on how people engage with it.

Why does this matter? Because personalized experiences don't just feel better—they build stronger connections, speed up decisions, and boost conversion rates. For technology companies, it also shows you really understand the complex challenges your buyers face.

Picture this: A CIO is researching cloud migration strategies late on a Tuesday night. A company that serves up content tailored to their industry, company size, and decision stage is going to stand out. Instead of generic whitepapers, they get case studies from companies just like theirs, ROI calculators that match their environment, and webinars tackling their exact headaches. That's not just personalization—that's showing up as a partner, not just another vendor.

Trust and Authority-Led Content

Here's something that might surprise you: Most B2B buyers complete the majority of their research before they ever talk to your sales team. They're out there educating themselves, building confidence, and making preliminary decisions. That means trust and authority matter more than ever.

In 2026, companies that invest seriously in thought leadership will absolutely stand out from the crowd.

Think of thought leadership as a long-term investment, not a quick win. When your executives and subject matter experts share their insights through articles, whitepapers, webinars, or podcasts, you're building credibility that compounds over time. When you consistently show up with informed perspectives, you become the trusted advisor buyers turn to—not just another vendor calling them up.

The payoff? Trust shortens sales cycles. It strengthens customer loyalty. And buyers are far more likely to choose a company that's already proven they know their stuff. For technology companies especially, thought leadership helps you explain complicated solutions in ways that actually resonate with busy decision-makers.

Take cybersecurity firms, for example. Buyers want reassurance that their partners truly understand the latest threats. A company that regularly publishes research on emerging risks, hosts webinars with recognized experts, and provides actionable guidance is building real authority. When it's time to select a vendor, that company isn't just in the consideration set—they're already top of mind.

Experiential and Multi-Format Content

Let's be honest: static PDFs aren't exactly lighting anyone's world on fire these days. Buyers want experiences that engage them, that help them understand, that make complex ideas click.

Interactive reports, immersive events, multi-format materials—these aren't just nice-to-haves anymore. They're becoming essential parts of any effective content marketing strategy for technology companies.

Allocate resources to create content that actually supports decision-making. Virtual roundtables where buyers can ask questions in real time? Fantastic for building connections. Interactive ROI calculators that let prospects plug in their own numbers? Game-changers for visualizing value. Video explainers that break down complex topics into digestible chunks? Perfect for time-strapped executives.

Experiential content also creates moments that stick. When buyers engage with something that feels genuinely useful and dynamic, they remember your company. They come back. They tell their colleagues.

Here's a great example: Imagine you're offering AI-driven analytics software. Instead of a 20-page brochure, you create an interactive dashboard where prospects can upload sample data and test different scenarios. That hands-on experience demonstrates value in a way that static content simply can't. Plus, it builds confidence by showing—not just telling—how your solution works in the real world.

Early Brand Preference Building

Here's something many companies miss: Buyers form their preferences long before they signal any buying intent. By the time they're actively searching for solutions, they've often already decided which brands they trust. Companies that show up early in that journey have a massive advantage.

Make sure your marketing team invests in educational resources that attract and nurture prospects early. SEO-driven content hubs that answer common questions. Industry benchmarking tools that help buyers understand where they stand. Accessible guides and tutorials that offer practical value with no strings attached.

When buyers finally start their formal search process, your brand is already familiar. They already respect what you do. That early recognition dramatically increases your chances of making the shortlist and winning the deal.

Let's look at cloud infrastructure providers. A company that publishes detailed migration guides, offers performance benchmarking tools, and hosts educational webinars is building recognition month after month. When IT leaders finally start evaluating vendors, that company isn't a stranger—they're already a trusted resource.

Sales and Marketing Alignment

If there's one thing that can make or break your growth, it's this: your sales and marketing teams need to be genuinely aligned. Not just "we have a weekly meeting" aligned, but actually working from the same playbook with shared data, shared goals, and shared tools.

Push for integrated dashboards that give everyone visibility into the pipeline. Create KPIs that both teams own together—conversion rates, revenue impact, lead quality. When sales and marketing are truly aligned, they deliver a seamless buyer experience and maximize your return on every dollar spent.

Alignment also eliminates so much wasted effort. Marketing can focus on generating qualified leads that sales actually wants to talk to. Sales can focus on closing deals instead of sorting through leads that aren't ready. The result? A more predictable, scalable growth model that makes everyone's lives easier.

Here's a practical example: Say you're selling enterprise software. If marketing is generating leads without understanding what sales actually needs, your pipeline gets clogged with prospects who aren't ready, aren't qualified, or aren't the right fit. When sales and marketing align, they target the same accounts, share insights constantly, and coordinate their outreach. Win rates go up. Sales cycles get shorter. Everyone's happier.

Data-Driven Governance and ROI Proof

Data governance might not sound exciting, but it's become absolutely critical. Your buyers demand transparency. Regulators are watching. And as a CEO, you need clear proof that your marketing investments are actually driving growth.

You need attribution models that track every touchpoint in the buyer journey. You need compliance frameworks that protect data and build trust. And you need ROI dashboards that connect marketing investments directly to revenue outcomes—not vanity metrics, but actual business results.

For technology companies, strong data governance also sends a powerful message to clients: we handle data responsibly. That matters when you're asking them to trust you with their business.

Here's how this plays out: Imagine you're a SaaS company investing heavily in content marketing. Without clear attribution, it's tough to prove what's working. But when you implement multi-touch attribution models, suddenly you can show exactly how blog posts, webinars, and case studies contribute to pipeline growth. That transparency doesn't just justify budgets—it builds confidence in marketing as a real driver of revenue.

CEO Action Plan

Ready to prepare your organization for 2026? Here's your practical roadmap:

Audit your AI and personalization workflows to spot gaps and opportunities. Where can AI help? Where do you need the human touch?
Invest in thought leadership and experiential formats that build trust and keep buyers engaged. Make content an experience, not just information.
Mandate real collaboration between sales and marketing. Not just meetings—actual alignment on goals, data, and strategy.
Require ROI dashboards that connect marketing activity directly to revenue. Make the impact visible and measurable.
Strengthen your data governance to meet compliance standards and build buyer confidence. Make data protection a competitive advantage.

These aren't just suggestions—they're the foundation for guiding your organization through the evolving world of B2B content marketing.

Leading Through Content in 2026

The companies that win in 2026 will be the ones that blend AI efficiency with human creativity, build trust early in the buyer journey, and make sure marketing and sales are actually working together. A content marketing strategy for technology companies needs to evolve to meet these expectations—not someday, but right now.

If you treat content marketing as a strategic growth lever instead of just another expense on the budget, you'll lead your industry into the future. You'll help your organization create genuine connections, deliver real value, and build the kind of trust that lasts. In a marketplace that gets more complex and competitive every day, content marketing remains your most powerful tool for sustainable growth.

And the best part? You don't have to figure it all out overnight. Start with one or two of these trends. Build momentum. Learn what works for your specific audience. Then expand from there. Your buyers are ready for this evolution—the question is whether you're ready to lead it.

by Jeanne Grunert

Understanding Bottom of the Funnel Content: Your Guide to Converting Ready Buyers

Bottom of the funnel content (BOFU content) is perhaps even more important than top of funnel (TOFU) or middle of funnel (TOFU). Yet most companies lack essential bottom-of-the-funnel content that can convert browsers into buyers, prospects into leads.

What Is Bottom of Funnel Content?

Every marketing team knows that attracting attention is just the beginning. The real challenge lies in guiding interested prospects through their journey until they are ready to become customers. This journey, often visualized as a funnel, consists of three key stages: top of the funnel (TOFU), middle of the funnel (MOFU), and bottom of the funnel (BOFU). While each stage plays an important role, BOFU content directly impacts your ability to close deals and generate revenue.

BOFU content serves as the final bridge between consideration and commitment. When prospects reach this stage, they have already identified their problem, researched potential solutions, and narrowed their options. Your content at this critical juncture can make the difference between winning a customer and watching them choose a competitor.

For businesses focused on revenue growth and sales enablement, investing in strong BOFU content is not optional. This content directly supports your sales team, answers the hard questions prospects have before purchasing, and provides the final evidence needed to move forward with confidence.

Description of Bottom of Funnel Content

Bottom-of-the-funnel content targets prospects who are ready to make a purchase decision. These individuals have moved past general research and now evaluate specific solutions, including yours. They want detailed information, proof of value, and reassurance that they are making the right choice.

The primary goal of BOFU content is simple: reduce friction, build trust, and provide compelling proof that your product or service delivers results. Unlike content designed for earlier funnel stages, BOFU materials focus squarely on conversion.

Key Characteristics of Effective BOFU Content

BOFU content differs significantly from awareness or consideration stage materials. Effective BOFU content is highly personalized and specific,addressing the unique needs and concerns of prospects who are close to buying. It focuses intensely on product or service benefits and clearly articulates what sets your offering apart from alternatives.

Perhaps most importantly, BOFU content directly addresses objections and decision-making criteria. Prospects at this stage have specific questions and concerns. Your content should anticipate these barriers and provide clear, convincing answers.

Types of Bottom of the Funnel Content

Creating a comprehensive BOFU content strategy requires multiple content types, each serving a distinct purpose in the decision-making process.

Case Studies That Demonstrate Real Results

Case studies provide real-world examples of how your customers have achieved success. These narratives go beyond features to showcase actual return on investment, problem-solving capabilities, and credibility. When prospects see how businesses similar to theirs have benefited from your solution, the path forward becomes clearer.

Product Demos and Free Trials

Nothing builds confidence like hands-on experience. Product demos and free trials allow prospects to test your solution before making a financial commitment. This direct interaction helps buyers understand exactly how your product works and whether it fits their needs.

Comparison Guides for Informed Decisions

Prospects at the bottom of the funnel often compare multiple vendors. Creating honest, detailed comparison guides that place your solution side by side with competitors demonstrates confidence in your offering. These guides should highlight your unique selling points and advantages while helping prospects make informed decisions.

Testimonials and Reviews Build Trust

Social proof remains one of the most powerful tools in your BOFU arsenal. Testimonials and reviews from existing customers provide authentic validation of your claims. This content builds trust and significantly reduces the perceived risk of choosing your solution.

Pricing Pages That Promote Transparency

Prospects ready to buy need to understand costs. Transparent pricing pages that break down expenses help prospects evaluate affordability and value. Even if your pricing varies based on customization, providing ranges or starting points helps qualified prospects self-select and move forward.

ROI Calculators and Interactive Tools

Making value tangible accelerates decisions. ROI calculators and other interactive tools allow prospects to input their specific data and see personalized projections of savings or benefits. These tools transform abstract value propositions into concrete, measurable outcomes.

Sales Enablement Content for Your Team

Your sales team needs ammunition to close deals. One-pagers, brochures, and pitch decks tailored to specific industries or buyer personas equip your team with the right message for each conversation. This content ensures consistency and professionalism throughout the sales process.

Webinars and Live Q&A Sessions

Direct engagement creates connection. Webinars and live question-and-answer sessions give you the opportunity to interact with prospects in real time, addressing their specific objections and concerns. This personal touch can be the deciding factor for prospects on the fence.

Product Sheets and Technical Documentation

Technical buyers require detailed information. Comprehensive product sheets and technical documentation ensure that decision-makers and influencers have access to specifications, integration details, and implementation requirements. This content satisfies the due diligence process that many organizations require.

Limited Time Offers That Create Urgency

Strategic incentives can accelerate the decision timeline. Limited-time offers or discounts create a sense of urgency that motivates prospects to act now rather than continue deliberating. When used appropriately, these offers help close deals that might otherwise stall.

Where Companies Can Find Ideas for BOFU Topics

Creating effective BOFU content starts with understanding what your prospects need to hear. Fortunately, multiple sources within and around your organization can provide valuable insights.

Mining Customer Feedback for Insights

Your existing customers are a goldmine of information. Surveys, interviews, and reviews reveal the common objections prospects face and the factors that ultimately drive purchase decisions. Pay attention to what customers say that convinced them to choose you.

Leveraging Sales Team Knowledge

Your sales team talks to prospects every day. They hear the same questions repeatedly and encounter the same objections that stall deals. Regular conversations with your sales team will surface the exact concerns your BOFU content needs to address.

Conducting Competitor Analysis

Your competitors are also creating BOFU content. Review their pricing pages, case studies, and comparison materials to identify gaps in their approach or opportunities to differentiate your offering. Understanding how competitors position themselves helps you craft more compelling messages.

Using Analytics and Funnel Data

Data reveals where prospects get stuck. Track where leads drop off in your funnel and create content specifically designed to address those sticking points. If many prospects abandon the process after viewing pricing, for example, you may need more value-focused content at that stage.

Exploring Industry Forums and Communities

Prospects discuss their buying concerns in industry forums and online communities. These conversations provide unfiltered insight into what prospects worry about before making purchase decisions. Use these insights to create content that addresses pain points directly.

Learning from Existing Customers

Ask your current customers what convinced them to buy. These conversations often reveal decision factors you may not have considered. Turn these insights into new BOFU assets that speak to similar prospects.

Highlighting Your Product Roadmap and Features

Your product development efforts create natural BOFU content opportunities. New or unique features that solve buyer problems deserve their own dedicated content. Show prospects how innovations in your offering address their evolving needs.

Showcasing Partnerships and Integrations

Many prospects evaluate how well your solution integrates with their existing tools. Content that demonstrates partnerships and integrations addresses compatibility concerns that might otherwise block purchases. This content is particularly valuable for buyers with established technology stacks.

Best Practices for Creating BOFU Content

Creating BOFU content requires a strategic approach focused on conversion.

Personalize Content for Specific Audiences

One size rarely fits all at the bottom of the funnel. Tailor your content to specific buyer personas, industries, or use cases. Personalized content resonates more deeply and addresses the specific concerns of each audience segment.

Prioritize Clarity Over Cleverness

This is not the time for jargon or vague promises. Focus your content on clear benefits and measurable outcomes. Prospects ready to buy want straightforward information, not marketing speak.

Make BOFU Content Easy to Find

The best content in the world is worthless if prospects cannot locate it. Ensure your BOFU materials are prominently featured on your website and easily accessible. Consider creating a dedicated resources section for buyers in the decision stage.

Align Marketing and Sales Teams

BOFU content succeeds when marketing and sales work together. Regular collaboration ensures that the content marketing creates actually supports the conversations sales teams have with prospects. This alignment eliminates gaps and creates a seamless buyer experience.

Measure What Matters

Track the performance of your BOFU content rigorously. Monitor conversions, deal velocity, and the impact on return on investment. This data helps you understand which content types work best and where to invest future resources.

Strengthening Your Bottom of the Funnel Strategy

Bottom of the funnel content plays a decisive role in converting interested prospects into paying customers. By providing trust, proof, and clear differentiation at this critical stage, you empower prospects to move forward with confidence.

The most successful companies recognize that BOFU content is not an afterthought but a strategic priority. These materials directly support revenue generation and enable your sales team to close more deals faster.

Take time to audit your current funnel and evaluate the strength of your BOFU assets. Identify gaps where prospects might hesitate or lack information. Then systematically create content that addresses those needs. Your bottom line will thank you.

At Seven Oaks Consulting, we help businesses develop comprehensive content strategies that drive results at every stage of the buyer journey. When you are ready to strengthen your BOFU content and accelerate conversions, we are here to help. Contact us today for a free consultation about your content marketing needs or to learn more about our FutureProof SEO services.

by Jeanne Grunert

What Is a Lead Funnel - And Why Is It Important?

A lead funnel maps the journey of a potential customer from initial awareness to becoming a paying customer. It's a visual representation of the stages a lead goes through, with the number of prospects gradually narrowing at each step until a final purchase is made. The process typically involves three main stages: awareness, consideration, and conversion.

Understanding the Three Stages of Your Lead Funnel

Lead funnels are designed to accomplish specific objectives at each stage:

Top of the Funnel (TOFU) – This is where you introduce new customers to your offer, answering basic questions and solving initial problems to get people to your site.
Middle of the Funnel (MOFU) – Here you anticipate and answer the deeper questions that arise after customers learn the basics about your offer, helping them evaluate their options.
Bottom of the Funnel (BOFU) – This is where you convert customers into viable leads or sales by making compelling offers and closing the deal.

The AI-Driven Shift in SEO Strategy

The landscape of search engine optimization has fundamentally changed with the rise of AI-powered search results. The old model focused heavily on TOFU content to drive traffic through simple informational queries. The problem? AI now answers these questions quickly in search result snippets, and many users never look beyond the AI-generated response to click through to actual websites.

This shift requires a new approach. Modern SEO strategy focuses more on MOFU and BOFU content because these stages address questions that require deeper expertise and trust. These are areas where AI summaries fall short and potential customers need to engage directly with your business.

What Makes MOFU and BOFU Content Different

MOFU content tends to focus on proving that your company is the right choice. This includes case studies demonstrating real-world results, product demos that show how your solution works, in-depth guides that showcase your expertise, and comparison articles that help prospects evaluate their options.

BOFU content closes the sale and make an offer. This is where you present clear calls to action, pricing information, consultations, free trials, or other conversion-focused opportunities.

The Content Gap Most Companies Face

Most company blogs lack sufficient MOFU and BOFU content. They've invested heavily in top-of-funnel educational content. However, they haven't developed the deeper material that actually drives conversions. This creates a critical gap in the customer journey. You might attract visitors, but you're not equipped to move them toward a purchase decision.

Conducting a content audit to identify these gaps and opportunities is essential. Without understanding where your content portfolio falls short, you can't develop a strategy to capture high-intent traffic and convert visitors into customers.

How Seven Oaks Consulting Can Help

At Seven Oaks Consulting, our Futureproof SEO Package includes comprehensive content audits designed to identify funnel gaps. We analyze your existing content across all three stages and develop a strategic roadmap. Let us help you build a content strategy that works in the age of AI.

by Jeanne Grunert

Blog Audit: Update Your Blog to Boost Organic Search Traffic

A Strategic Guide to Conducting Your Annual Blog Audit

When did you last take a hard look at your blog? Not just a quick scan of traffic numbers, but a real, thorough blog audit of what's working, what's outdated, and what's invisibly holding you back from the visibility your business deserves?

If you're like most business leaders, your blog started with good intentions. You published regularly. You covered topics your prospects care about. You followed SEO best practices. But here's what has changed: the rules of the game have fundamentally shifted, and many B2B companies are still playing by the old playbook.

The New Reality of Content Discovery

Traditional SEO has not disappeared, but it no longer stands alone as the gatekeeper of visibility. AI-powered search engines and generative tools like ChatGPT now shape how your prospects find and consume information. These systems interpret intent, synthesize answers, and pull from sources they deem authoritative and well-structured. If your blog has not evolved to meet these new standards, you face a real risk of becoming invisible exactly when your prospects need you most.

Think about your own behavior for a moment. When you need a quick answer, do you always click through ten blue links? Or do you increasingly rely on AI-generated summaries that deliver instant insights? Your customers have made the same shift. They expect immediate, credible answers, and AI tools have become their trusted intermediaries.

This transformation creates both a challenge and an opportunity. Companies that treat their blogs as living assets, regularly auditing and updating them for this new reality, will capture attention and build authority. Those who let their content stagnate will fade from view, even if they once ranked well.

Why an Annual Blog Audit Matters More Than Ever

Your blog represents a significant investment of time, budget, and expertise. Each post took hours to research, write, edit, and publish. That content contains valuable insights your prospects need. But content degrades over time. Statistics become outdated. Examples lose relevance. Links break. Search algorithms evolve. And now, AI systems have entered the equation with their own set of preferences and requirements.

An annual blog audit serves as your strategic checkpoint. It helps you identify which content still serves your business goals, which pieces need refreshing, and where gaps exist in your coverage. More importantly, it ensures your blog aligns with how modern search systems actually work.

Without this regular review, you risk several costly problems. Outdated information damages your credibility. Poorly structured content gets overlooked by AI tools. Thin or duplicate content dilutes your authority. And missed opportunities to clarify your expertise let competitors capture the attention that should belong to you.

Your 10-Point Blog Audit Checklist

We have developed a focused, actionable checklist that cuts through the noise and addresses what actually matters in today's AI-driven search environment. This is not about chasing every algorithm update or implementing every trendy tactic. This checklist focuses on substantive improvements that serve both your human readers and the AI systems that increasingly mediate their content discovery.

1. Audit Top-Performing Posts

Start with your winners. Pull analytics for the past 12 months and identify your highest-traffic posts. These pieces already resonate with your audience, which makes them your highest-value targets for optimization. Evaluate each one with fresh eyes. Does the information still hold true? Does it reflect current trends in your industry? Does it align with what your prospects actually need to know right now? Your top performers deserve your attention first because improving them delivers the greatest return on your audit investment.

2. Rewrite Outdated Content

Content ages faster than you think. A post from 2023 might reference statistics that have changed dramatically. It might cite examples from companies that have since pivoted or failed. It might reflect a market reality that no longer exists. Go through your key posts and update every element that has become stale. Replace old statistics with current data. Swap outdated examples for relevant ones. Revise your introduction to reflect where your industry stands today. Refresh your conclusion with insights that matter now. This work transforms dormant assets into current, valuable resources.

3. Add Clear Answers to Common Questions

AI tools excel at extracting direct answers to specific questions. When someone asks ChatGPT or a similar system about a topic you cover, you want your content to be the source it cites. The key lies in providing clear, concise answers within your posts. Identify the core questions each piece addresses, then make sure you answer them explicitly and early. Use natural question phrasing as subheadings. Provide straightforward answers in the paragraphs that follow. This approach serves both human readers who scan for quick insights and AI systems that extract information for their responses.

4. Use Structured Formatting

AI systems favor content they can easily parse and understand. Dense blocks of text confuse both algorithms and readers. Break your content into logical sections with descriptive H2 and H3 headings. Use bullet points for lists. Keep paragraphs short and focused. Add white space to improve readability. This structure does more than make your content look better on the page. It signals to AI tools that your content is well-organized and authoritative, which increases the likelihood they will reference it.

5. Include Authoritative Citations

Trust has become currency in the age of AI. Both human readers and AI systems prioritize content that demonstrates credibility through authoritative citations. When you make claims, back them up with links to reputable sources. Reference industry studies. Cite subject matter experts. Point to relevant research. This practice accomplishes two goals. It strengthens your arguments for human readers who want to verify your claims. And it signals to AI systems that your content meets their standards for reliability and trustworthiness.

6. Optimize for AI Visibility

Generative engine optimization, or GEO, represents the next evolution of content strategy. While traditional SEO focused on keywords and backlinks, GEO emphasizes clarity, context, and completeness. Write in natural language that mirrors how people actually speak and ask questions. Provide comprehensive coverage of your topics rather than thin, keyword-stuffed posts. Anticipate the various ways someone might phrase a question to an AI assistant, then make sure your content addresses those variations. Think of AI systems as intelligent readers who value substance over manipulation.

7. Clarify Your Brand and Expertise

AI tools evaluate authority when deciding which sources to cite. They look for clear signals about who created the content and why that source should be trusted. Make sure every important post on your blog includes clear information about your company, your expertise, and your credentials in the subject matter. This does not mean adding awkward boilerplate to every piece. It means ensuring that readers and AI systems can easily understand who you are, what you do, and why your perspective matters. Consider adding author bios, company overviews, or credentials sections where appropriate.

8. Add Summaries or Key Takeaways

Attention spans have shrunk, and AI tools often extract key points rather than full articles. Meet both needs by including concise summaries or key takeaways in your posts. Place these elements at the top for readers who want the bottom line first, or at the end for those who prefer a comprehensive read followed by a clear recap. AI systems frequently pull these summaries into their generated responses, which means a well-crafted summary can significantly boost your visibility in AI-generated content.

9. Tag Content with Relevant Entities

Context matters enormously to AI systems trying to understand what your content covers and who should see it. Use schema markup to provide explicit signals about your content's topic, industry focus, and relevant entities. Implement internal tagging systems that connect related posts and reinforce your topical authority. Link strategically to other relevant content on your site to build clear topical clusters. These technical and structural elements help AI tools understand the full context of your expertise, which increases the likelihood they will recommend your content to users asking related questions.

10. Monitor AI Citations

You need to know when AI tools reference your content. Several emerging tools and services now track citations in AI-generated responses. Set up monitoring for your key posts and topics. When you discover that AI systems cite your content, pay attention to which posts they favor and why. Then double down on updating and promoting those pieces. Consider expanding on topics where you have already gained AI visibility. This monitoring creates a feedback loop that helps you understand what works in the AI-driven landscape and where you should focus your optimization efforts.

Taking Action: From Audit to Implementation

You now have a clear framework for conducting your blog audit. The question becomes how to turn this checklist into actual results for your business. We recommend starting with a focused approach rather than trying to overhaul everything at once.

Get Started

Begin by identifying your top ten posts based on traffic, conversions, or strategic importance to your business. Run each one through this checklist systematically. Make notes about what needs updating, rewriting, or restructuring. Prioritize the changes that will have the greatest impact on your visibility and authority.

Set Realistic Timelines

Set realistic timelines. Depending on the current state of your blog and the resources you have available, a thorough audit and refresh might take several weeks or even months. That investment pays dividends in improved visibility, stronger authority, and better results from your content marketing efforts.

Assign Owners

Consider assigning clear ownership for different aspects of the audit. Someone needs to review analytics and identify top posts, update outdated statistics and more. If your team lacks the expertise or bandwidth for certain elements, recognize when you need external support.

The Competitive Advantage of a Well-Maintained Blog

Companies that conduct regular blog audits and updates gain a significant competitive advantage. While your competitors let their content age and become irrelevant, you maintain fresh, authoritative resources that serve both human readers and AI systems. While they chase the latest marketing fad, you build sustainable visibility through high-quality, well-structured content that stands the test of time.

Your blog represents more than just a collection of posts. It embodies your expertise, supports your sales process, and builds trust with prospects who might not be ready to talk with your sales team yet. Treating it as a strategic asset that deserves regular attention and investment sets you apart in a crowded B2B landscape.

Getting the Help You Need

Conducting a thorough blog audit requires expertise in content strategy, SEO, AI optimization, and technical implementation. It also requires time that many marketing teams simply do not have. Your team focuses on generating new content, supporting campaigns, and hitting quarterly goals. Finding the bandwidth for a comprehensive audit often proves challenging.

This is where specialized support makes a difference. At Seven Oaks Consulting, our FutureProof SEO audit service designed for B2B companies facing this exact challenge. We bring deep expertise in both traditional SEO and the emerging requirements of AI-driven search. We understand the unique needs of business-to-business content and how to optimize for the longer, more complex buying journeys your prospects navigate.

Get Help Fast from Seven Oaks Consulting

Contact Seven Oaks Consulting today to learn more about our FutureProof SEO audit services and how we can help transform your blog from a stagnant archive into a dynamic engine for visibility, authority, and business growth. Your prospects are searching for answers right now. Make sure they find you.

by Jeanne Grunert

Why Email Newsletters Still Win at Marketing (And How to Do Them Right)

Let's talk about email newsletters. Yes, I know what you're thinking. Email? In 2025? With all the shiny new platforms and AI-powered everything? But hear me out, because email newsletters are still absolutely crushing it when it comes to marketing.

The Case for Email Newsletters (It's Stronger Than You Think)

While everyone's busy chasing the latest social media trend, email quietly continues to be one of the most effective ways to connect with your audience. It's direct. It's personal. And unlike that Instagram post that disappears into the void after three hours, your email sits right there in someone's inbox until they decide what to do with it.

The numbers back this up too. Email consistently delivers higher engagement and conversion rates than most other channels. When someone gives you their email address, they're basically saying, "Hey, I actually want to hear from you”. They are showing interest in what you have to say. Make it count!

You Own Your Email List (And That Matters More Than Ever)

Here's something most marketers learn the hard way: building your audience on social media is like building a house on rented land. Sure, it works great until the landlord changes the rules. Algorithm updates, policy changes, and account restrictions can mean your hard work disappears in an instant. One day your posts reach thousands of people, the next day you're lucky if a hundred see them.

Email is different. Your email list is yours. You control when you send, what you send, and who sees it. No algorithm stands between you and your audience. No platform decides your content isn't "engagement-worthy" enough. This type of ownership is rare in digital marketing, making email incredibly valuable.

Your Subscribers Actually Want to Hear From You

Think about what it means when someone subscribes to your newsletter. They've given you permission to show up in one of their most personal digital spaces. They're raising their hand and saying they're interested in what you have to offer. These aren't random people who happened to scroll past your content. They're folks who are genuinely more likely to engage with your brand, buy your products, and tell others about you.

With smart segmentation and personalized content, you can turn this interested audience into genuinely engaged customers. That's the kind of opportunity that makes email worth investing in.

How to Actually Do Email Marketing Well

Okay, so email is important. But let's be real: plenty of companies do it badly. You know the ones. The newsletters that feel like spam, the constant promotional blasts, the emails that look terrible on your phone. Let's talk about how to avoid being that company.

Start With People Who Actually Want Your Emails

This should be obvious, but apparently it needs saying: don't buy email lists. Just don't. Those lists are full of people who never asked to hear from you, and they'll treat your emails accordingly. Low open rates, high spam complaints, and a damaged sender reputation aren't worth whatever you paid for that list.

Instead, focus on building your list organically. Use clear opt-in forms. Offer something valuable in exchange for an email address. Make it easy for interested people to join, and you'll end up with a list that actually performs.

Tell People What They're Signing Up For

Nobody likes surprises in their inbox (well, except for surprise discounts, but that's different). When someone subscribes, tell them exactly what they'll get and how often they'll get it. Weekly tips? Monthly roundups? New product announcements? Lay it out clearly.

This transparency does two things: it sets proper expectations, and it builds trust. When you deliver exactly what you promised, people are more likely to stick around and engage with your content.

Your Subject Line Can Make or Break Everything

You could write the world's most amazing email, but if your subject line doesn't convince someone to open it, nobody will ever know. Keep your subject lines short, relevant, and intriguing. Make them personal when you can. And please, avoid anything that sounds like spam. You know the ones I'm talking about.

Test different approaches. Some audiences love straightforward subject lines. Others respond better to curiosity or humor. The only way to know what works for your subscribers is to try different things and see what happens.

Design for Phones (Because That's Where People Read)

Most of your subscribers are reading your emails on their phones. If your newsletter looks like a garbled mess on mobile, you've already lost. Use responsive design. Keep your layouts clean and simple. Make sure your fonts are readable and your buttons are big enough to tap without accidentally hitting three other things.

This isn't optional anymore. It's table stakes for email marketing in 2025.

Not Everyone Wants the Same Thing

Your subscribers aren't a monolith. Some are long-time customers, others are brand new. Some love product updates, others just want helpful tips. Treat them all the same, and you're leaving engagement on the table.

Segment your list based on behavior, preferences, location, or whatever makes sense for your business. Then send content that's actually relevant to each group. This approach takes more effort, but the payoff in engagement and conversions makes it worth it.

Every Email Should Give People a Reason to Care

This is where a lot of newsletters go wrong. They treat every email like a sales pitch. Buy this! Check out that! Limited time offer!

Here's the thing: if every email is promotional, people tune out. Balance your promotional content with stuff that's genuinely valuable. Educational content. Entertaining stories. Useful tips. Content that makes people think, "I'm glad I read that."

When you do have something to sell, your audience will be much more receptive because you've built up goodwill with all that value you've been delivering.

Show Up Consistently (But Don't Overdo It)

Pick a schedule and stick to it. Whether that's weekly, bi-weekly, or monthly, consistency helps your emails become a familiar, expected part of your subscribers' routines. Use a recognizable sender name and a consistent format so people know it's you before they even open the email.

That said, consistent doesn't mean constant. Bombarding people with daily emails when they signed up for weekly updates is a fast track to unsubscribes. Respect people's time and inbox space.

Actually Get Your Emails into Inboxes

You can craft the perfect email, but it doesn't matter if it ends up in spam folders. Take the technical stuff seriously. Authenticate your domain properly. Keep your list clean by removing bounced addresses and inactive subscribers. Don't go overboard with images and links, which can trigger spam filters.

Monitor your sender reputation and deliverability rates. If you're seeing problems, address them quickly before they get worse.

Pay Attention to What's Working

Email marketing without analytics is like driving blindfolded. Track your open rates, click-through rates, and unsubscribe rates. Run A/B tests on your subject lines, content types, and design elements. Look at what performs well and what doesn't.

Let the data guide your decisions. If certain types of content consistently get higher engagement, make more of that content. If your Tuesday sends outperform your Thursday sends, maybe switch your schedule. Keep testing, keep learning, keep improving.

Make It Easy to Leave

Nobody wants to trap people into receiving emails they don't want. Include a clear, visible unsubscribe link in every email you send. When someone opts out, process that request immediately.

This isn't just about being nice (though it is nice). It's also legally required in most places, and it protects your sender reputation. Plus, keeping people on your list who don't want to be there just tanks your engagement metrics anyway.

The Bottom Line

Your email list is one of your most valuable marketing assets. It represents real people who have chosen to let you into their inboxes. Treat that privilege with respect. Send them content that's worth their time. Be consistent, be authentic, and always strive to deliver value.

In a world where everyone's fighting for attention across a dozen different platforms, email gives you a direct line to people who actually want to hear from you. Use it wisely, and it'll pay dividends for years to come.

by Jeanne Grunert

Help! AI Is Eating My Website Traffic!

Did you notice a dip in your organic search traffic starting, oh, around early January 2024?

The dip probably became a freefall, resembling a black diamond ski slope.

What you’re seeing is AI diverting organic search traffic. For bloggers and site owners who relied heavily on search engine optimization (SEO) tools, seeing the dreaded ‘my traffic fell off a cliff’ graph can make them want to throw away their keyboard and give up on SEO.

Fear not. There are ways to combat the voracious beast known as AI-driven search.

Organic Search Isn’t Dead - It’s Just Changing

First, know that organic search isn’t dead. It’s just changing. Evolving. Remember 2011? And other updates? The 2011 Panda Google update upended the applecart for many site hosts, shrinking site traffic and ad revenues.

Hey, Google makes no promises about SEO. It provides guidelines, not laws, about creating content and structuring websites for good organic traffic.

I view the new AI search snippets as just another evolution in Google’s quest to dominate search. And, just as I did for the Panda, Hummingbird, and other Google updates that shook up my predictable flow of organic search visitors, I am taking steps to update my blogs and websites so that they thrive in the new age of AI.

Let’s take a look at optimizing content for AI in this new world of AI search.

Write for People First

Look, do I have to say it again? I guess I do, because far too often, I read blog posts and website copy that’s a jumble of jargon. Write for people first, and not just any people - write for your target persona.

What’s a persona? It’s an imaginary person who represents your ideal customer, the decision maker, and audience whom you’d like to get in front of to sell your ideas, products, or services.

If you write for this “person,” you are writing for a person, and your content will sound natural and fun.

Have you noticed how stilted AI content can be? Sometimes it’s good, but most of the time it peppers its output with words like unleash, unlock, and elevate. It likes long sentence structures oh-so-perfectly. It doesn’t have anything new to say - no stories, case studies, or personal reflections. And it can’t make a good analogy for beans! (That phrase alone will probably pop a diode somewhere in the AI platform scanning this page.)

Takeaways:

Write for people first, AI and search second
Write in your natural, conversational voice
Use plenty of firsthand stories, anecdotes, and case studies - things an AI can’t add to the conversation.

Personal Branding and Authoritative Content

Developing your online personal brand is an ongoing strategy. Part of that strategy is developing your online presence as an authority in a topic or topics.

What do you want to be known and remembered for? It should be something of keen importance to your persona and your target market. It should dovetail perfectly with your services and strengths. And, it should focus on a niche; something you can do better and differently than anyone else.

If you identify this niche, and create content across multiple channels, you can develop your online reputation as an authority in the topic. This technique does take considerable time and effort but it can serve as a buffer against the vicissitudes of Google’s ever-shifting algorithm.

Takeaways:

Focus on your persona and niche
Create original content for your persona
Rinse and repeat, focusing on a consistent theme or message

Add Branded Content to Your Site

Branded content is content that mentions your company, product, or service by name. AI models need such content to understand who your company is and what it does. When the AI search bot encounters your site, serve it plenty of branded content to build your own footprint within its little robotic brain.

Takeaways:

Add branded content to your website - beef up your about page, bios, FAQs, and more.

Final Thoughts

AI search is but an evolution of Google, Bing, and other search engines’ never-ending quest to improve search results. If it’s eating your website traffic, fight back by feeding it what YOU want it to eat: branded content, original stories, and ideas only a person can create. By being yourself and working with AI models instead of against them, you have a chance to build your traffic back.

by Jeanne Grunert

Content Marketing and AI: What's Changing

Content Marketing and AI: What Is Changing?

What works? What doesn’t?

A few preliminary thoughts as I begin to explore this brave new world of AI search engine results.

Content marketing and AI are changing the face of search engine optimized writing.

Blogging and SEO article writing used to be my bread-and-butter work. I contributed to many top websites over the years. In the early days of the internet, driving traffic to articles was more science than art. I remember one client handing me a mathematical formula to determine how many times to use keyword phrases in his articles.

Then, over time, there was a shift away from 500 to 1,000-word keyword-based articles. I learned that the market was saturated with all that good how-to content and overview pieces. The web had its encyclopedia; now what readers wanted was “expert opinions.” Suddenly, websites that published articles from freelancers slapped colorful “expert” badges on them. Everyone talked about Google’s E-A-T formula.

The E-A-T formula stands for Expertise, Authoritativeness, and Trustworthiness. It’s a concept used by search engines like Google to evaluate the quality and credibility of online content, particularly for pages that impact people's health, finances, or safety.

This formula seemed to work – for a while. Then, in late 2023, AI was launched, and AI search became a ‘thing’ throughout 2024. I watched as website after website – sites I owned, sites I managed or contributed to for clients – began losing ranking. Many good articles stopped receiving click throughs from search engines because AI could answer the same question in a short, top of the search page box.

I’m seeing this on my gardening blog, I’m seeing this on client blogs, and everyone wants to know the same thing: should they keep blogging? Or are blogs a thing of the past, like free Yahoo! GeoCities websites and AOL startup CDs? (Now I really am aging myself.)

Blogging Isn’t Dead, But It Is Evolving

Blogging isn’t dead, but it is certainly evolving. Gone are the days when you can slap up enough TOFU (top of funnel) and BOFU (bottom of funnel) content and get plenty of search traffic. Quantity cannot win over AI these days.

What is winning is unique content. How unique? Go as unique as you can. My best performing article on my gardening blog these days is a how-to article for which I took original images of my husband working out in the fruit tree orchard. I documented every step with photos, including our rusty old wheelbarrow and pruners. Search engines seem to like authenticity. I am seeing content for which I took similar realistic images also ranking well, and content for which I licensed stock images not doing as well. I am gradually replacing stock images with original photos to see if that helps.

Authenticity and expertise still seem to win, as does long form content. Original topics – thought leadership pieces and anything that AI cannot readily answer – also does well.

Contrary opinions continue to rank well, too, especially if you can support them with the previously mentioned expertise and authority.

Branded Content for the Age of AI Search

Ann Smarty, a marketer who frequently writes about AI search, wrote about the need for branded content in one of her recent Substack articles. In her piece Build Your Brand Knowledge, she posits that brand-driven content will be at the core of SEO content marketing moving forward. Brand knowledge helps not only with search engines but also helps AI know and share your brand. The more branded content you have online, the better. She gives plenty of examples of how to add brand content to your website. Adding frequently asked questions, using traditional media like press releases and journalist outreach, even creating short, branded videos all helps raise your company or product visibility with search engines and AI algorithms that generate results.

Evolving Information – Follow Us

This world of AI-driven search continues to evolve. Follow Seven Oaks Consulting on LinkedIn and YouTube for the latest and bookmark our blog. We are learning as we go – and growing as we learn. We’re testing what we learn, too, and will share what works with you.

by Jeanne Grunert

A Guide to Writing Manufacturing Case Studies

A manufacturing case study can make a big difference in your marketing efforts. Today’s competitive business climate means that companies must put in the time and energy to position themselves as credible and trustworthy. Manufacturers are no exception to this role. Case studies are one way to achieve this goal. These sales tools communicate your organization’s capabilities, wins, and practical applications.

Choosing the Right Story to Tell

First thing’s first: You need to determine which project might be the best prospect for a case study. The answer will depend on your target audience and their pain points. For instance, does this example speak to how you helped a company boost efficiency, reduce costs, or bring about welcome change that boosted its bottom line? Your case study should address one or more of these areas.

Structuring Your Case Study for Impact

The best case studies invite the reader in through a tight narrative. Here’s a template you should consider following for the most impact:

Introduction

Present your company's expertise and the subject matter.

Challenge

Frame the client’s problem and other details that set the scene for why they needed to look to your expertise.

Solution

Explain how you helped take the client from Point A to B. This section lets you speak to the methods, processes, and resources you used to achieve the outcome. Be sure to call out any proprietary intellectual property your team relied on along the way.

Implementation

This is the place to detail how the company adopted the process internally and any behind-the-scenes actions needed to set it into motion.

Results

Data can speak volumes. Lean on metrics that present an objective picture of your expertise in action. If possible, quantify how the project positively impacted operations.

Embrace Visual Storytelling

Think beyond text to keep the reader engaged. Photos, diagrams, charts, and infographics can bring the success story to life. Be mindful of how and where to use these graphics to break up the text strategically.

Write with Clarity and Credibility

Write with authority, but don’t be pretentious. Avoid using too many technical terms, as this can alienate the reader. The goal is to bridge the divide between technical and non-technical audiences.

Client Testimonials: The Voice of Validation

An impactful case study should include direct quotes or testimonials from your client. These firsthand accounts can illustrate the solution and its implications. You might be able to use the client’s name or make them anonymous if there are concerns about exposing trade secrets.

Proofread for Perfection

Don’t let an embarrassing error soil your reputation when it can be avoided. Distribute the document internally and have your colleagues review, edit, and proofread as needed. You might include a checklist for reviewing grammar, punctuation, and spelling. You might even have someone outside your organization read it and provide feedback.

Format for Readability

Headings and subheadings break up text and allow for scannability. Use them to your advantage when writing a first draft to organize your thoughts.

Beyond the Case Study: Industry Relevance

It’s not enough to write about a success story. You also need to call out how it relates to the bigger picture. Your target audience will want to know how it relates to industry trends or challenges. This is your opportunity to position your company as an innovator.

Spreading the Word: Promoting Your Case Study

Lay out a strategy for getting the case study in front of your intended audience. Use your company website, newsletters, social media platforms, and trade publications. Encourage team members and industry partners to share the resources to expand your reach.

Harness the Power of Storytelling in Manufacturing Case Studies

With these tips in mind, you can be well on your way to outshining your competition. Don’t overlook the importance of sharing tangible results. These real-world examples of manufacturing case studies can put your company on the map for luring potential clients facing similar challenges. Forward-thinking business leaders in the manufacturing sector know that case studies can be one tool in their marketing toolbox to attract leads.

by Jeanne Grunert

Best Content Marketing Ideas for Technology Companies

Content marketing is indispensable for technology and SaaS companies. Here at Seven Oaks Consulting, we’ve adopted some of the best content marketing ideas for technology companies to help our clients generate measurable results. To inspire you to content marketing success, I’ll discuss some of these ideas, paying attention to potential results and companies that do an excellent job of implementing each idea. These content marketing strategies and ideas will help you establish thought leadership, captivate your audience, build trust, facilitate growth, generate qualified leads, and maintain competitiveness.

1. Thought Leadership Content

Thought leadership content dives deeper into relevant complex topics, offering comprehensive insights and data-driven analysis. They include white papers, research reports, ebooks, industry trend analyses, etc., often adopted to establish expertise in a subject or niche, enhance company credibility, and drive qualified organic leads.

This content marketing idea is crucial for B2B technology companies because B2B audiences require detailed information to make informed purchase decisions.

An example of thought leadership content is IBM’s “The Future of Cloud” series, which offers deep insights into cloud computing trends and helps position IBM as an industry leader. Microsoft also publishes white papers and ebooks on technology trends like AI and cloud computing. These resources educate prospects and generate high-quality leads by acquiring contact information for downloads.

According to the Content Marketing Institute, 82% of technology marketers used thought leadership content, and 57% agreed they delivered some of the best results.

2. Educational Content

Technology companies use educational content like webinars, live events, tutorials, how-to guides, online courses, etc., to provide valuable knowledge and skills. They are often interactive, vital for client engagement, and provide an opportunity for the company to showcase expertise, answer questions in real time, and build deep company-client connections.

This technology content marketing idea is highly effective for lead generation and nurturing. A study by BrightTALK found that after attending webinars, 62% of attendees expressed their interest in requesting a demo and making price inquiries from the sales team.

Hubspot has Hubspot Academy, which offers free courses on inbound marketing and sales, attracting professionals seeking to learn and implement modern marketing techniques. Salesforce also adopted this tactic. They host regular webinars covering topics like CRM best practices and digital transformation. Salesforce webinars attract thousands of attendees, many converting into leads and customers.

3. Case Studies and Success Stories

Well-crafted and detailed customer case studies and success story videos showcase real-world evidence of your solution’s effectiveness. According to the Content Marketing Institute’s annual research report in 2022 (PDF), they can significantly influence purchasing decisions. You can also use case studies and success stories to build trust by showcasing detailed accounts of the problems faced by the clients, the solutions provided, and the measurable results achieved.

Salesforce has an extensive library of customer success stories highlighting how businesses have achieved growth and efficiency using its CRM solutions. IBM frequently publishes case studies highlighting how its technology solutions have benefitted various industries and organizations.

4. Interactive Content

Technology companies can also adopt interactive content like quizzes, infographics, calculators, assessments, etc, to encourage user interaction. This type of content significantly increases user engagement, data collection, and conversion rates. According to a Content & Buyer's Journey Benchmark Report (2014) from Demand Metric, interactive content generates conversions moderately or very well 70% of the time, compared to just 36% for passive content.

You can also integrate GenAI systems with interactive content to provide personalized insights and enhance engagement.

Adobe’s ‘What Type Are You?’ interactive quiz is a typical example of using interactive content in technology content marketing. The quiz engages users by analyzing their creative personality traits, subtly promoting Adobe’s design tools.

5. Video Content

Video content is highly engaging and conveys complex information in an easily digestible format to inform, educate, or entertain. These types of content can be crucial to driving substantial engagement and conversion, as 88% of people are convinced to buy a product or service after watching a brand’s video.

You can get some inspiration from Intel’s ‘The Museum of Me’ interactive video experience that visualizes a user’s Facebook data in a captivating virtual museum, showcasing Intel’s technology capabilities.

6. Content for SEO and Organic Reach

Publishing informative and in-depth blog posts, articles, landing pages, pillar pages, and other materials optimized for search engines is the traditional pillar of content marketing.

Search engine optimization is vital in every content marketing strategy. Your content should address searchers’ pain points and most-asked questions about your niche or solutions. Publish content that improves organic engagement, establishes your industry expertise, and generates leads.

Moz’s comprehensive SEO guides and blog posts are good examples. They attract traffic through targeted keywords, establishing Moz as a go-to resource for SEO knowledge. Cisco’s blog is another prime example of the effective adoption of blog posts and articles for technology content marketing. The company consistently publishes detailed articles on networking, cyber security, and emerging technologies and gets up to 7.4 million organic traffic per month, according to Semrush data. Their posts have been instrumental in educating their audience, driving significant website traffic, and generating results. This is unsurprising, considering that 80% of businesses get marketing results with blogging.

7. User Generated Content (UGC)

User-generated content (UGC) is about leveraging the existing customer base to create authentic and relatable content. UGC fosters a sense of community, provides social proof, builds trust, and can easily convince prospects to take action. Encouraging your customers to share their experiences through reviews, testimonials, social media comments, etc., can amplify brand reach, credibility, and engagement.

2023 Power Reviews’ survey highlighted that nine in 10 customers consider reviews when purchasing.

GoPro’s #GoProAwards campaign is an excellent example of using UGC in content marketing. In this campaign, users submit and share their thrilling GoPro footage, creating a community-driven content hub that promotes GoPro’s products organically. Another example is the Adobe Creative Cloud community. They also encourage users to share their creations made with Adobe products on social media using specific hashtags. This shows the capabilities of Adobe’s tools and engages a large community of creators.

8. Podcasts and Audio Content

Adopting podcasts and audio in marketing offers a unique way to share in-depth knowledge, stories, and insights while building a loyal audience. They are convenient for listeners to consume on the go and an excellent opportunity to establish industry authority, enhance brand authority, and reach new audiences.

Edison Research reported that 46% of podcast listeners had purchased a product or a service from a company after hearing its advertisements on a podcast.

A good example of a successful podcast is Microsoft’s ‘Behind the Tech’ podcast, which features interviews with Microsoft leaders and innovators, offering a behind-the-scenes look at technology advancements and strategies. Red Hat’s ‘Command Line Heroes’ podcast is another typical example of leveraging podcasts for effective technology content marketing. Their podcast delves into the stories behind open-source technology and innovation. The podcast attracts a dedicated audience and positions Red Hat as a thought leader in the tech industry.

9. Influencer Collaborations

Influencer marketing involves partnering with individuals with a significant industry following and influence. These partnerships can be in the form of influencer-hosted webinars, product reviews, collaborations, etc.

Taping into influencers’ established trust and reach can help you attract potential clients. The influencers can promote your solutions to a broader audience, increasing visibility and lending credibility.

NVIDIA partners with gaming influencers to showcase the performance of their graphics cards in real-world gaming scenarios, tapping into the gaming community’s trust and influence. Another example is Intel. They collaborate with influencers and experts to showcase their latest products.

10. Engaging Social Media Campaigns

Social media has become vital to content marketing and is crucial for reaching a broad audience, connecting, and engaging your community. Consistent, high-quality social media campaigns can enhance brand visibility and awareness and improve company-client relationships. Technology companies can leverage contests, behind-the-scenes content, live Q&A sessions, etc, to engage their social media followers.

You can take some inspiration from Cisco’s #WeAreCisco campaign, where employees share their experiences and insights, humanizing the brand and attracting both talents and customers. You can also adopt Dell’s social media strategy across LinkedIn and Twitter. They post a mix of product announcements, industry insights, and customer stories. You can also share company behind-the-scenes, employee interviews, etc; the goal is to connect your audience to your brand.

11. Email Newsletters

Email newsletters offer a direct line to your audience, allowing you to share updates, insights, and exclusive content. They keep your brand top-of-mind, nurturing relationships with prospects and increasing existing clients' retention rate and loyalty. Email marketing has a high ROI, with an average return of $36 for every $1.

Tech giant Oracle sends regular email newsletters featuring industry news, product updates, and upcoming events. These newsletters have helped them maintain a steady flow of communication with their audience and drive website traffic and leads.

Drive Growth with These Content Marketing Ideas for Technology Companies

Adopting content marketing strategies that align with arget audience preferences makes a difference for your tech company. You can decide to host the content on owned media or rented media. Whichever the case, it’s essential to understand their benefits and limitations and make the right decisions. Experiment with ideas to see what works and adapt your strategies accordingly.

Adopting these content marketing ideas requires commitment, expertise, and a dedicated team of experienced technology content marketers. Our technology content marketing services are structured to help you implement these strategies seamlessly and achieve your marketing goals. Contact us today to learn how we can help you drive growth and stay ahead in the competitive technology landscape.

by Jeanne Grunert