Did A.I. Overviews Kill Content Marketing?

You’ve probably noticed that your Google searches look a little different recently. In May 2024, Google launched AI Overviews, concise summaries of long-form web content that show up at the top of Google searches. Like this: ⤵️

These overviews often provide exactly the type of quick answer that searchers are looking for, resulting in more and more zero-click searches. (A zero-click search is when the user only reads what Google shows them in the search result and don’t click on any links.)

 While this new feature may be convenient for users looking for basic answers, it has a lot of companies wondering about its effects on their content marketing.

Simply put, is content marketing dead?

Our take at Heights: Nope. 

Content marketing is alive and well – but it may be time to adapt your strategy.

AI Overviews May Affect You If…

The companies most affected by AI Overviews are those that depend heavily on attracting large volumes of traffic. For most of our expertise-driven and service clients, this isn’t the case. But if the following are true of your business, you’ll likely be impacted or maybe already have been:

1. Google is your primary source of client acquisition: 

If most of your new clients come directly from Google search results, you’re more vulnerable to the potential impact of AI overviews. These overviews can provide users with concise answers to their questions, reducing the need to click through to individual websites. This can lead to fewer clicks, fewer prospects, and ultimately, less revenue.

Note: This is not the same as Google being your primary source of web traffic, which is true of most companies.

2. Quantity is more important than quality: 

If your business relies on a high volume of traffic, regardless of the quality of those leads, AI overviews could have a significant impact. These overviews can provide quick and easy answers to a wide range of questions, potentially diverting traffic away from your website.

HOWEVER, if your business:

• Focuses on high-quality leads: If your target audience is more discerning and prefers in-depth content, AI overviews may have a limited impact.
• Navigates complex sales processes: If your sales process is complex, requiring detailed information and personalized interactions, AI overviews may not be as effective.

How Should Content Strategy Adapt?

Many companies think that SEO is the name of the game to get more leads, and that the best way to invest in SEO is to create more content. In other words, “If you build it, they will come.”

Instead, your content can be used in a variety of ways, from that first introduction to your company or services to answering all the questions they’re *really* asking in the buying process. 

Ultimately your content strategy needs to serve the goals of your business. What does that mean? ⤵️

1 – Know Your Numbers 🔢

How many new clients do you need this year? For most of our clients, it’s not hundreds or thousands – it’s more like dozens. Consider whether organic search traffic is the best way to move the needle on finding those clients. For most of our clients, web traffic is far less significant than referral partners directly sending leads. 

2 – Create Content for Referral Partners, Not Just Clients 🤝

If your referrals have slowed to a trickle, it’s time to shake more hands and expand your network. Instead of waiting for action, be intentional. Use content to educate your referral partners—help them understand what you do and how you do it so they know when to refer you to others.

Here’s how:

• Share blog posts with referral partners regularly.
• Create one-pagers that explain your services.
• Develop a video series walking through your process.

Remember, you’re creating content for your referral partners, not just your clients.

3 – Think Education, Not Attraction 💡

Not all content should be for the “top of the funnel” AKA the masses. Some of the most effective content is helping people closer to the buying decision (or, the bottom of the funnel). 

Use content to educate your audience and build trust. 

By providing valuable insights and addressing their specific needs, you can position yourself as a thought leader in your industry. 

The highest value in your content is in EDUCATING not attracting. It is not written for the masses at the top of the funnel. It is for the prospect on your website to learn more about your services and industry. 

And for those prospects, the AI Overviews don’t matter.

_________

We hope you don’t hear us saying that you should ignore Google or that trying to show up in results is futile. A Heights client in the home services industry found that their consistent output of educational content had recently made its way INTO the Google AI Overviews. Their commitment to answering the questions their prospects are asking is paying off. 🥳

Key Takeaways

• AI summaries are not a substitute for high-quality content.
• The impact of AI summaries depends on your business goals and target audience.
• For businesses that prioritize quality over quantity, traditional content remains valuable.
• Focus on creating content that educates and builds trust.

While AI summaries may be changing the game, it’s not changing all the rules in all the games for all the players. If you want to help evolve with these changes or learn how to produce content that you can use to educate and build trust, we’d love to help.

Set up a call and let’s talk.