Content marketing’s promise was that if you answered your customers’ questions honestly, you would win. So what happens when anyone can generate those answers in seconds?
Alastair McDermott talks to Marcus Sheridan, author of They Ask, You Answer, who is back for a second conversation. Sheridan is the man whose swimming pool company survived 2009 by answering the questions its competitors would not, and he has strong opinions about what AI does to that playbook. Recorded May 2024.
They get into:
– Why “we don’t have the resources” stopped being a defensible excuse
– The two objections to AI content, and why Sheridan thinks both are people lying to themselves
– Why he believes the fiduciary duty to learn this now sits with leadership
– What happens to a business built on search when buyers stop searching
– His eighteen-month prediction about avatars, which you can now check
Listen now, wherever you get your podcasts.
