Dive into the future of content marketing with Aisha Amaira, a MarTech expert whose passion for blending technology with marketing has made her a go-to voice in the industry. With deep expertise in CRM marketing technology and customer data platforms, Aisha has a unique perspective on how businesses can harness innovation to uncover critical customer insights. In this interview, we explore how AI-powered search technologies are reshaping content marketing, from the challenges of declining website traffic to the growing importance of trust and credibility. We also delve into evolving user behaviors, new strategies for visibility, and the metrics that matter most in this transformative era.
How has the emergence of AI-powered search tools reshaped the core objectives of content marketing?
AI-powered search tools have fundamentally changed the game for content marketing. Traditionally, the goal was to drive traffic to a brand’s website through high-ranking content on search engines. Now, with tools like AI Overviews or chat-based search features, users often get direct answers without ever clicking through. This means the focus is shifting from just getting eyeballs on your site to influencing perceptions and building authority right within those AI responses. It’s less about volume and more about impact—being the source that AI consistently pulls from is a new kind of win.
What specific hurdles do these AI tools create for driving traffic to a brand’s website?
The biggest hurdle is the drop in click-through rates. When AI delivers a tailored summary or answer, users feel they’ve got what they need without visiting the source. Data shows this behavior is becoming the norm, especially for informational queries. For brands, this means less top-of-funnel traffic, which used to be a key way to introduce potential customers to their ecosystem. It’s a challenge because you’re losing those early touchpoints that often lead to deeper engagement down the line.
How can content marketers pivot their strategies to cope with fewer clicks from AI-generated answers?
Marketers need to focus on creating content that AI systems recognize as authoritative and worth citing. This means doubling down on originality, depth, and relevance. It’s also about optimizing for visibility in AI responses rather than just clicks—think about how your content can be the definitive answer. Additionally, shifting efforts toward conversion-focused content on your site is key since the traffic you do get is often closer to making a decision. It’s about quality over quantity now.
Why do you believe building trust is more critical than ever in the AI era for content marketing?
Trust is everything because AI systems are programmed to prioritize credible sources. If your brand isn’t seen as trustworthy, you won’t show up in those AI summaries, which are becoming a primary way users form opinions. Trust also matters to users directly—especially in sensitive areas like health or finance, where people are skeptical of AI answers and want to verify the source. Being a trusted name in AI responses builds long-term credibility that can outshine traditional rankings.
How does appearing in AI responses contribute to a brand’s credibility?
When AI consistently features your content as the go-to answer, it’s like a public endorsement. Users start associating your brand with reliability and expertise, even if they don’t click through right away. That repeated exposure compounds over time, creating a halo effect of trust. It’s a signal to the audience that you’re a leader in your space, which can influence their perception and preference when they’re ready to engage or buy.
What role does Google’s E-E-A-T framework play in ensuring content is selected by AI systems?
Google’s E-E-A-T framework—Experience, Expertise, Authority, and Trust—is a cornerstone for AI selection. AI systems use these signals to determine which content is most reliable. If your content demonstrates deep expertise, is backed by authoritative sources, and comes from a trusted domain, it’s more likely to be surfaced. It’s not just about keywords anymore; it’s about proving you’re the real deal through original insights and a strong online reputation.
How are AI-generated summaries altering where users are in their buying journey when they reach a brand’s website?
AI summaries are taking over the early research phase. By the time users click through to a brand’s site, they’ve often already consumed a lot of information via AI and are much closer to a decision point. They’re not browsing for broad info anymore; they’re looking to confirm details or convert. This shift means the traffic you get is more qualified, but it also puts pressure on brands to meet those late-stage needs with precision.
How does this shift to later-stage visits influence the type of content brands should prioritize?
Brands need to focus on content that supports decision-making and conversion. Think detailed product pages, comparison guides, or customer testimonials that address specific pain points or objections. Gated content, like whitepapers or exclusive resources, can also be powerful for capturing leads at this stage. It’s about providing the final nudge—content that reassures and converts rather than just informs.
Can you break down the concept of ‘query fan-out’ and its significance for content marketers?
Query fan-out is when AI tools break a user’s question into smaller, related searches to build a comprehensive answer. For example, a query about organic skincare might trigger sub-queries on affordability, ingredients, or specific skin types. For content marketers, this is significant because it means you’re not just optimizing for one keyword but for an entire web of related topics. It’s an opportunity to capture visibility across a broader search journey, but it requires a more holistic approach to content creation.
How can marketers anticipate or prepare for these smaller, related searches that AI might conduct?
It starts with understanding user intent deeply. Marketers should map out the potential questions or subtopics tied to their core offerings. Tools like search analytics can reveal related queries, but it’s also about thinking like your audience—what else might they want to know? Creating comprehensive resources that cover these angles, and ensuring they’re well-linked internally, helps AI crawlers see the connections and boosts your chances of being featured in those fan-out results.
What strategies can brands use to rank for these related queries generated by query fan-out?
Building content hubs or topical clusters is a great strategy. These are interconnected pages that cover a main topic and its subtopics in depth, with strong internal linking to show relevance and structure. Topical maps can guide this process, ensuring you’re addressing every facet of a subject. The goal is to become the go-to resource for an entire theme, so when AI breaks down a query, your content is the natural fit for multiple pieces of the puzzle.
With clicks and top-of-funnel traffic becoming less reliable due to AI search, how should content marketers redefine success?
Success in the AI era isn’t just about clicks anymore; it’s about influence and authority. Marketers should look at how often their content is cited in AI responses as a measure of impact. Branded search volume—how often people search for your name directly—is another key indicator of growing recognition. It’s also about downstream effects, like how your content contributes to conversions even if it’s not the first touchpoint. The metrics need to reflect influence, not just visitation.
What new metrics should brands prioritize over traditional click-through rates in this landscape?
Focus on AI citation frequency—how often your content appears in summaries or answers. Branded search volume growth is another big one, showing if AI exposure is driving interest in your name. Engagement metrics like time on page or scroll depth can reveal how compelling your content is when users do visit. Also, tracking assisted conversions through multi-touch attribution helps show the broader impact of being featured in AI responses, even without direct clicks.
Do you think paid search is gaining importance as organic clicks decline due to AI tools?
Absolutely, paid search offers a level of predictability that’s harder to achieve with organic alone right now. It guarantees visibility in a crowded space where AI is eating up organic clicks. But it’s not a replacement—it’s complementary. Paid search lets you test messaging and journeys quickly while building immediate traffic, whereas organic efforts build lasting signals of authority. A balanced approach, where both work together, is the smartest play in this environment.
What is your forecast for the future of content marketing in an AI-driven search world?
I think content marketing will become even more customer-centric and problem-focused. As AI tools evolve, especially with conversational interfaces, users will lean on them for tasks and solutions, not just information. Brands will need to position their content and products within a problem-solving context—think ‘how can I help achieve this goal?’ rather than just ranking for keywords. Those who create relevant, human-first content that directly addresses user needs will not only survive but lead in this new era.