AI Content Strategy: Lessons from the Field
Three years ago, we called AI "the dawn of a new era in content marketing." Now we're well past dawn and into the metaphorical morning, and we've learned a lot about what works and what doesn’t.
We've compiled those three years of lessons into one guide. You'll find frameworks for when AI helps and when it doesn't, strategies for adapting to the fact that Google's AI Overviews are quietly killing click-through rates — down by anywhere from 15% to 35% — and honest accounts of our successes and failures.
The tactical stuff includes training AI on your voice, choosing the right models for different tasks, and setting boundaries that prevent over-reliance.
This guide is a living resource, regularly updated with insights from our ongoing testing and the latest developments in AI & content.
🧠 What We’re Thinking About
Here's what we've been sharing, discussing, and thinking about.
Safe marketing = slow death. Anthropic went from cringe Times Square ads to 2-hour hat lines by positioning Claude as a "thinking tool," not another automation engine. Read the anti-positioning playbook →
Your 2026 media budgets fall short. Campaigns can hit up to 7x harder when you buy in the channels people actually prefer. Consumers put Amazon at the top, yet most marketers still default to Google and YouTube. See where your plan falls behind →
AI "workslop" costs companies $9M per 10,000 employees annually. That polished-but-hollow deliverable you just sent? Your colleague spent 2 hours fixing it. See what it’s costing you and how to stop it. Audit your own workslop →