Top of Funnel content is failing in the Age of AI

Ask any marketing agency and they will tell you that AI is causing a huge upheaval in content marketing.

For almost 20 years, we have told you that if you want traffic, if you want leads, then you you need to publish articles, a LOT of articles.

And the easiest type of content for marketing agencies to produce at scale are top of funnel content articles that answer informational questions like:
👉 How to
👉 What is
👉 Why is
👉 When was
👉 Where is
👉 Who is
And yes, for years it produced clicks website traffic and leads.

But then came
❗️Google’s AI Overview / AI mode
❗️Bing’s Generative Search / Copilot
❗️Open AI’s ChatGPT
Then, all of a sudden the term “𝒁𝒆𝒓𝒐 𝑪𝒍𝒊𝒄𝒌 𝑺𝒆𝒂𝒓𝒄𝒉” popped into existence.

This is because AI now provides solid answers to these top of funnel questions.
𝑩𝒖𝒚𝒆𝒓𝒔 𝒏𝒐 𝒍𝒐𝒏𝒈𝒆𝒓 𝒉𝒂𝒗𝒆 𝒂 𝒏𝒆𝒆𝒅 𝒕𝒐 𝒗𝒊𝒔𝒊𝒕 𝒚𝒐𝒖𝒓 𝒘𝒆𝒃𝒔𝒊𝒕𝒆.

But AI has also changed the way buyers research potential solution providers.

Instead of doing keyword searches to find companies, they are having complex discussions with their AI tools to find companies who can solve their specific problem.

And the content that these AI tools are looking for are bottom of the funnel content that answers sales questions.

The Age of AI is ushering in a new way for buyers to find solution providers.

They are using AI to research companies who can solve their specific problems.

Your content marketing strategy needs to adapt.