by Amber Maechler | Nov 13, 2025 | Automation, Content, Strategy
For years, marketers have obsessed over keywords, backlinks and coveted top-of-page SERP spots. But AI has moved the goalposts. Gartner predicts that traditional search traffic will drop by 25% by 2026, as more users turn to generative tools like ChatGPT and...
by Joni Dold | Oct 17, 2025 | Content, Insurance
If you’re leading content marketing at a carrier or broker, you already know that regulated industries play by different rules. Creativity is only part of the job. Each message has to satisfy compliance requirements, build trust and show precision — a combination that...
by Amber Maechler | Oct 8, 2025 | Content
For years, marketers viewed the buyer’s journey as a straight highway. You cruised along, stopped at awareness, interest, consideration and decision, then arrived at a signed deal. Neat. Linear. Predictable. But today? Buyers don’t drive that route anymore. They...
by Amber Maechler | Oct 2, 2025 | Automation, Content, Strategy
Up next: using AI to create awareness-stage content because if the buyer’s journey were a Netflix series, this would be Season 1, Episode 1. The plot? A business owner suddenly realizes something’s not working, or there’s an opportunity they can’t afford to ignore....
by Amber Maechler | Sep 29, 2025 | Automation, Content, Thought leadership
As a marketer with over two decades of experience, I’ve heard the same line more times than I can count: if you want content fast, it won’t be good. If you want it good, it won’t be fast. That idea might have made sense in the past, but it no longer holds up in 2025....
by Chloe Nichols | Sep 5, 2025 | Automation, Content, Thought leadership
Does your AI-generated content resonate with your audience? Be honest with yourself and take a look at your analytics before you answer. If your answer is “I don’t know” or “maybe?”, you are not alone. For all the speed and scale we’ve gained with AI tools, many B2B...
