The boys on that show just dropped an interesting doc: Future-Proof Content Marketing Framework.
The PDF focuses on strategies and tactics smart B2B marketers need to be implementing to stay effective in this AI environment. We’ve gone through the doc and below are the key takeaways you can put into action.
The Current Situation
There’s some alarming news out there:
- NerdWallet saw a 29% YoY Drop in Unique Users
- Google’s AI Overviews Slash Clicks by ~35%
- Entire Industries are Seeing 18–64% Traffic Loss
Sources: LinkedIn, ppcland, ahrefs
What’s Happening?
Simple: AI is devouring traditional informational content. And we are only at the start of the meal. AI will continue to completely rearrange the landscape. This means some organizations will fall behind. Unable or unwilling to change to keep up.
What can you do? Below are five steps you can implement.
1. Cookie-Cutter Content Is Dead – Focus on Differentiation
The report pulls no punches: AI is cannibalizing basic content. FAQ pages, “what is” explainers, even “Top 5 Benefits” are the first to go. AI overviews are handling this and doing it better than before.
What wins now?
Unique POVs. Original research. Story-driven insights that reflect the people behind the brand. Because your people can’t be replaced.
- Run content audits that flag AI-vulnerable content – this is content that can easily be generated by AI
- Interview-driven content development
- Thought leadership frameworks built into CMS workflows. This makes it easy for team members to contribute content without needing a lot of additional support.
At Ascedia, we bring this mindset to our website redesign projects. We’re asking: “Can this content be found elsewhere? Or does it belong uniquely to you?"
2. Your Brand Is a Story Universe, And Your Website Is Its Hub
The authors want marketers to become better storytellers because this is more effective to engage and convert prospects to customers. To do this they suggest the following framework:- Brand = Universe
- Creators = Characters
- Content = Storylines
- Website/Channels = Distribution
Therefore, your content needs to evolve. Think about a new video series, and focus on a variety of creators.
Change user expectations. To do this requires flexible templates, reusable components, and smart tagging.
How Ascedia puts this into practice:
- Modular content blocks that support series, not one-offs
- UX that supports storytelling: featured creators, article hubs, testimonials, and more
- CMS governance for brand consistency across voices and formats
3. The Future Isn’t Just AI It’s AI + Humans, Working Together
Too many are getting caught in the trap. The trap of AI or human. And really it’s not an either or situation. It’s AI + humans working together.The report suggests marketers develop a 70/30 model. AI handles things like topic research and initial drafts, humans bring in the flavor, expertise and humor with: original insights, relevant case studies, expert interviews and brand voice.
How Ascedia leverages this:
- Content creation models that blend AI speed with human depth
- Flexible editorial workflows within WordPress, Kentico, and other CMS platforms
- CMS training to empower internal creators, even non-marketers
4. You Need Creators Inside Your Organization
The report recommends looking internally: engineers, product experts, developers, fundraisers, faculty — anyone with deep knowledge and a clear POV.
The challenge? They don’t always know how to tell their story. That’s where AI can come in. Record their stories and use AI to give a summary. From there you can edit and shape the to fit the brand and create the story that will appeal to your customer base.
5. If You’re Still Using “Time on Page” as a KPI, We Need to Talk
Finally, your key metrics need to evolve in order to capture the impact of your new marketing efforts. The authors suggest looking at things like:- Loyalty
- Audience growth
- Sales velocity
- Lead quality
- Brand sentiment
- Looker Studio dashboards that measure creator impact and engagement
- Tagging taxonomies that connect UX behavior to campaign outcomes
- Quarterly content reviews tied to business objectives (not just vanity metrics)
At Ascedia, we’re helping clients adopt this mindset shift by setting up tracking to look at not just “who came,” but who stayed, who engaged, who converted — and the content that actually moved the needle.
3 Steps to Enhance Your AI Visibility Today
- Audit your site with JavaScript rendering – LLMs such as Chat GPT, Perplexity, and Claude cannot render JavaScript. Auditing your site to make sure all important assets and content do not require JavaScript rendering to display on the site will maximize your chances of appearing in AI Search. The only LLM that's an exception to this rule is Gemini.
- Incorporate schema wherever possible – Schema (or structured data) is a way to provide a structured format for data that has SEO value and is of growing importance as LLMs rise in popularity. LLMs like schema because it helps them produce more predictable and reliable outputs.
- Follow SEO content best practices – Some techniques digital marketers have used to boost organic search can also improve visibility in AI search. One key tactic is content structure. Short paragraphs, bulleted lists can all help LLMs quickly process and cite your content.
Final Thought: This Isn’t Just the Future. It’s the Now.
The HubSpot authors state: “If your B2B marketing playbook looks like it did two years ago, you’re in trouble.” And we agree. Ascedia is already building sites for the next era — not just pretty websites, but ecosystems that scale, platforms that amplify your people, and strategies that keep you ahead of what’s next.So, if you’re ready to stop reacting and start leading in your industry…let’s talk.
