B2B digital marketing is constantly evolving as new technologies take hold and consumers change their purchasing habits.

What Is B2B Marketing?

Business-to-business marketing, referred to most commonly as B2B marketing, is the practice of marketing products or services to other businesses — as opposed to typical individual consumers, which is B2C marketing.

Since a B2B business isn’t trying to market to the general public, the B2B content it includes in its marketing campaign can focus more on the bottom line for buyers. Most B2B buyers are corporate leaders and decision makers, so their No. 1 priority is the return on investment (ROI) and how a product or service affects business. That’s not typically high on the everyday consumer’s list of purchasing needs.

By keeping up with new marketing trends, B2B marketers can create personalized and competitive content (especially on social media, but more on that later) that resonates with B2B customers. Strong B2B brands can sell their products and services in such a way that acknowledges that their consumers are businesses rather than ordinary individuals, and they effectively tailor their messaging accordingly. 

They speak to their consumers from a business viewpoint, demonstrating a clear understanding of how their offering can meet their customers’ business needs.

A Snapshot of B2B Marketing Spend

It’s no surprise that the last couple of years have had a major effect on digital marketing spend, due to COVID-19, economic volatility and more. However, B2B content marketing spend continues to grow, especially in the digital space.

With people splitting more of their time between home and the office due to hybrid and remote work, B2B advertisers focus their attention on reaching their target audience through desktop formats. Even webinars and interactive virtual events have seen a huge increase in popularity.

Digital marketing remains a top priority for marketers working to appeal to the B2B buyer rather than a B2C audience.

B2B Marketing Trends for 2026

This year promises to be one of great change for nearly every industry, so let’s take a look at the trends influencing B2B organizations today.

Marketing Automation Adoption and Integration

The content marketing supply chain is ripe for automation at nearly every stage. From keyword research and creation to distribution and measurement, the proliferation of marketing automation tools, plugins and platforms has made content more efficient and cost-effective than ever.

Global marketing automation spending is expected to increase to $14,180.6 million by 2030.  Almost 100% of surveyed respondents agree that automation is crucial to marketing success, especially when it comes to email marketing. 

Various technologies are often integrated, so automation is practically inescapable in this era of marketing – and that’s a good thing.

Diversified Content

Consumers (individuals and businesses alike) are accustomed to consuming heaps of the same old rinse-and-repeat marketing content to the point where it’s often no longer effective. The solution? Diversify the kind of content you create and put out there. 

The key to an effective marketing campaign is to produce a variety of content from blog articles designed for SEO and Google Ads to videos and social media posts (more on those in a bit). A robust content marketing strategy rooted in data-driven content creation ensures you’re continually creating content that meets buyers on the channels they frequent and supports a seamless cross-channel experience.

An effective B2B company has a keen ability to locate its customers on its preferred platforms and to customize its messaging appropriately. The kind of content they post on LinkedIn is going to be wildly different from the copy they have on their website blog.

On that note, B2B firms must integrate their different marketing channels to support the buyer throughout the entire buying journey. If a B2B buyer clicks on a sponsored ad your business puts on Facebook, it needs to take them to your website’s services page. 

Integrating diversified content and marketing platforms will make or break a B2B brand. When executed correctly, omnichannel orchestration amplifies media assets, increases pipeline influence and positions your organization as a trusted resource on major search engines.

TikTok

On the topic of diversified content and finding your preferred B2B customer, you’ve got to know where your business needs to be marketing itself. And, increasingly, that place is TikTok. Despite the privacy concerns plaguing the social app, businesses are using it and finding success.

Don’t believe us? Huge names in their respective industries have found massive success on the app, especially when it comes to brand awareness. Take Shopify, for example — it’s not exactly a company that can be called B2C. So, what’s it doing on TikTok? Gaining tens of thousands of followers, most of whom are entrepreneurial start-ups.

TikTok might not get conversions from existing customers, but it’s definitely going to get its name out there. And, in the age of saturated markets, brand awareness is paramount, which is why a TikTok ad agency is key to success.

Customer Experience and Trust

Your B2B marketing strategy needs to be customer-centric if you want to improve B2B customer experience. This is one digital marketing trend that will never go away. It’s still of the utmost importance, and that’s not up for debate. Customer experience has played a huge role in many of the transformative efforts developed as a result of marketing digitalization. Could you imagine going to a virtual trade show just 3 years ago? Probably not!

With many B2B buyers working remotely since 2020, brands focused more heavily on creating engaging and interactive experiences. This, of course, came with challenges. After all, people stuck at home are surrounded by distractions, including every piece of media ever created. How do you compete for someone’s attention when they can pull up the latest theatrical movie release on their smartphone?

Interactive elements that improve the customer experience, like surveys, polls, games and breakout sessions, can help any B2B brand capture its audience’s attention. More immersive digital experiences are still needed to engage audiences that are already growing bored with basic webinars. A good way to make experiences more interactive for your audience is by actively using trackable QR codes in your media.

These trends are certainly influenced by generational demographics. Presently, 60% of lead B2B buyers and financial approvers are now millennials, so the above customer-experience expectations are innately ingrained into their lifestyles and purchasing habits. Especially based on their upbringing in digital-first environments. A large B2B software vendor, for example, must have faster problem-resolution protocols and authentic organic search presences that they may not have needed years ago.

Bad reviews on Google My Business, negative commentary on social media and a lack of positive referrals can lead to irreparable reputational harm and fewer leads. Furthermore, poor UX on mobile sites and apps, incessant cold calls or emails and difficulty locating information online immediately turn off today’s B2B buyer, eroding trust, loyalty and satisfaction.

B2C brands have dealt with this reality in front of our eyes, but B2B brands will now confront the same customer-experience challenges moving forward.

Artificial Intelligence Strategy

One of the ways companies are making their customers’ lives easier is through the use of artificial intelligence (AI). Chatbots, for example, give consumers a convenient way to get an answer to a simple question. Many businesses have streamlined basic helpdesk processes with chatbots, basically functioning as 24/7 customer self-service. This frees up customer service agents’ time to solve more complex problems.

Chatbots have certainly grown in adoption, but they are but one variation of AI for marketers. Programmatic advertising marketplaces are more commonly integrating AI into their ad buying techniques, connecting publishers and advertisers with more efficiency, speed and accuracy – and at a price point that’s already pre-set within the system.

AI is still relatively nascent in the content marketing industry from the standpoint of actual production. It can help decipher structured data sets and pull out key insights through machine learning, but turning that information into organic content is much more difficult.

That’s not stopping marketers from experimenting, however. And rightfully so.

For example, a tool like MarketMuse can help B2B marketers better understand what their audiences want to read about. Leveraging machine learning, MarketMuse quickly analyzes search engine results pages (SERPs) to offer customized guidance on how to improve SEO efforts. In niche B2B industries, this insight can make the difference between ranking in the top spot and not ranking at all.

Short, Focused Videos

Now that advanced digital marketing strategies like video content are more accessible, these are tools that B2B marketers shouldn’t overlook. In fact, they can’t afford to dismiss this resource.

Video marketing is especially powerful for B2Bs and can bring a more appealing, enticing or immersive aspect to the buyer’s journey. Currently, more organizations are leveraging case studies for video content to support their marketing efforts. And this trend is creating traction in the B2B market – a whopping 95% of B2B buyers watch videos as part of their product research ahead of conversion.

Video advertising spend is likely to continue increasing all the way through to 2030. Streaming video has grown into something akin to a survival tool as people spend more time at home. Videos not only entertain but also grab attention and educate. B2B buyers can benefit from branded videos by learning about new trends and gaining new skills.

Of course, B2B companies would do well to remember that video isn’t just for YouTube anymore. Facebook, X (Twitter), LinkedIn and Instagram all support video. In fact, Instagram’s algorithm prefers video so much that some users post still images overlaid with music so that the algorithm reads it as a video! Many Instagram users create short “reels” that mimic TikTok videos, which brings us to…

TikTok: The videos created and posted there are often cross-posted on all other social media platforms. So, with just one short, attention-grabbing and value-laden video, you can market to potentially millions of B2B buyers across all your social media channels.

Social Media

With over 1 billion members, LinkedIn is still the top place for B2B marketers to reach their audiences. The professional networking site replaced traditional in-person events almost completely in 2020, which means even more professionals are engaged on the site. LinkedIn’s live streaming feature enables brands to speak directly with customers and then leverage the recording as a valuable asset going forward.

And while Facebook, X and Instagram remain as top places to reach customers, a new platform gained popularity: TikTok. While the primary demographic on the platform skews young, the same could be said for the early days of any other social networking platform. Getting on board now can position B2B brands to grow their influence on the platform greatly. The video-centric platform is perfect for creative marketing efforts that have a chance to go viral.

However, as important as TikTok is becoming in the B2B sphere, B2B businesses still need to focus on other social media platforms, specifically X and Instagram. Why? Because that’s where the millennials are. Take your B2B marketing content and tweak it to follow each social media channel’s best practices, and you’ll undoubtedly find success.

Local Search Optimization

One underrated and potentially overlooked component is local search. And yet it puts your business on a B2B buyer’s radar.

Google My Business listings have traditionally been most useful for consumer-facing brands with geo-targeted marketing and sales strategies. Google Maps and organic results in Google SERPs scrape business data from GMB, allowing searchers to find info about organizations, the products they sell, their physical locations, their contact info and user reviews.

B2B brands have been slower to adopt Google Maps marketing strategies or even to completely populate their GMB listings, not to mention other online business directories like Yelp, BBB, BizJournals and Glassdoor, but this is changing.

By forgoing these localized marketing methods, B2B brands may be disrupting the buyer journey of their prospects. If the Knowledge Panel on the right sidebar of Google SERPs displays incorrect information, or it shows that you only have locations in certain regions, searchers may just turn away, believing you’re not equipped to help them in their journey. 

So, if you’re a B2B company, you need to ensure that your potential customers can find you — literally. With so much competition, you need to be on the map, and we don’t mean that figuratively.

Balancing Value and Promotion

With the almost unfathomable amount of competition in every market today, B2B brands need to ensure they’re striking the perfect balance between providing valuable offerings and promoting said offerings. It’s all good and well to have the perfect marketing campaign (or the closest you can get to one), but you need to follow through with an impeccable product or service.

The converse is true, too. You can create and sell the most wonderful, almost infallible offering. But what good is that if no one knows about it? You have to put yourself (or rather, your business) out there and make your target market aware of what you’re selling.

B2B consumers don’t want to be flooded with advertising if they don’t know that your brand is worth its salt, so be sure to capitalize on good reviews, too.

Re-Optimization

There’s too much content on the web. We know that.

So, flooding SERPs with new content isn’t really the best way to break onto Page 1. Since fresh content requires starting from scratch with external link accrual and waiting for Google to actually index and rank your page, your time-to-rank can be too long to produce the results you’re looking for more immediately.

And as the chart above shows, if you’re not ranking in the top three spots in SERPs, you practically don’t exist.

Re-optimizing existing posts, on the other hand, allows you to retain your current URL structure and your page’s already-earned link equity and SERP positioning – you’re just making it even better!

“Better” could mean updating data with more recent findings, replacing older imagery and expanding upon certain subtopics to improve the comprehensiveness of the page as a whole.

We’ve followed this process for over a year now, and the results have been just as we expected, including getting 65% of our product landing pages ranked on Page 1 of Google.

B2B brands are currently ramping up their development of research-driven content and short-form content, specifically. Blog posts (less than 3,000 words) are ideal formats for continuous optimization over time, as they typically need just minor adjustments to propel higher in SERPs year after year.

Embracing What Comes Next in Marketing

Sadly, no one can predict the future. But, based on previous and current patterns, we can take a pretty good educated guess as to what we can expect to see in the very near future. No matter what comes their way, it pays for B2B businesses to be prepared.

As society slowly starts returning to the pre-pandemic “normal” in many ways, you need to be ready to adapt your digital marketing strategy accordingly. Keeping an eye on what’s happening around you in your industry is paramount. 

By committing to continuous improvement and disciplined performance marketing, your team will be equipped to navigate disruption, capture emerging opportunities and maintain a competitive edge in 2026 and beyond.

Editor’s Note: Updated December 2025.

The post Exciting B2B Marketing Trends You Need To Know in 2025 (Infographic) appeared first on Brafton.

Here, we’re picking apart the report to showcase some of its most compelling and surprising statistics — along with some quick takes and advice for marketers who might still find themselves unsure where to start.

Key Findings from The State of Enterprise AI 2025 Report

These reports are always comprehensive, so here are a few quick key takeaways organized into categories:

Broad Usage

• ChatGPT adoption: Aggregate weekly messages from enterprise users grew approximately 8x in the past year, with average workers sending ~30% more messages.
• API usage: Token consumption per organization went up about 320x year-over-year, showing more intensive, automated ChatGPT use.
• Multi-step workflows: More firms are embedding AI into repeatable, multi-step workflows instead of just one-off tasks.

Industries & Use Cases

• ChatGPT popularity by sector: Employees in tech, finance and professional services remain among the largest users; however, sectors that were initially slow to adopt — like health care and manufacturing — are now among the fastest growing user bases.

API Use Cases

• Top API use cases among usage industries: Coding & dev tools, customer support and agentic workflow automation are top use cases across technology, professional services and finance organizations. Among those three sectors, content & creative generation is only a top use case in professional services.
• Most monthly active enterprise users aren’t taking full advantage of ChatGPT’s tools: Of monthly active users, 19% have never used data analysis, 14% have never used reasoning and 12% have never used search. Those figures shrink significantly (3%, 1%, 1%) among daily active users.

Global Growth

• Global average growth in ChatGPT paying business customers: 143%.
• Top 5 countries with faster-than-average business customer growth:
  • Australia: 187%.
  • Brazil: 161%.
  • Netherlands: 153%.
  • France: 146%.
  • Canada: 144%.

The Marketing Takeaways

This is the part we’re really curious about. I’ve been using ChatGPT as a sidekick to my work since it came out, mostly as a more comprehensive search engine to expedite research for writing projects. It’s just so much better to have AI comb the internet for quality, relevant statistics than to spend hours looking for a primary source that might not even exist. I occasionally use it for rephrasing short bits of copy or gathering topic and angle ideas for blogs.

For marketers, the standout statistics in the report are few, but they’re interesting and even encouraging if you’re someone who’s still on the fence:

• Quicker campaigns: 85% of marketing and product ChatGPT users report faster campaign execution.
• Time saved scales with each distinct task: Users who engage ChatGPT for about seven unique tasks see 5x time saved per week on average compared to those who engage it for just four tasks.

But what are you supposed to make of these metrics?

What Should Marketers Do With This Information?

There’s a lot to digest here, and while most of the report doesn’t pertain specifically to marketing, that doesn’t mean we can’t speculate about the state of things, how AI use will continue to evolve or what marketers should actually do with all of this information.

At a high level, the data signals that AI is well beyond its experimental phase and has effectively become a core piece of operational infrastructure for many enterprises across many industries. And even though the report isn’t marketing-specific, it highlights several trends that marketers can consider strategic signals to pay more attention to as we approach the calendar flip.

Before exploring those, though, keep in mind that all of this data pertains to ChatGPT specifically. And while it might be safe to assume that some of these figures could correlate to other, similar text-based generative AI tools, that wasn’t the focus for this particular report.

ChatGPT Really Does Increase Productivity

If you were skeptical about whether ChatGPT could actually expedite work, well, it looks like we now have a definitive answer: Yes. Workers attribute an average of 40–60 minutes saved per day, with science, engineering and communications professionals reporting higher-than-average time savings at 60–80 minutes per day.

For marketers, that means more bandwidth for strategy, creativity, experimentation or finally getting around to that campaign you’ve been wanting to launch.

Roles Are Becoming More Fluid

One of the most interesting signals from the report is how AI is reshaping what people can do — not just what they’re supposed to do.

Non-technical employees can suddenly run analyses, build automation and handle tasks that used to be reserved for trained specialists.

For marketing teams, this means content folks can dabble in data or analysts can experiment in creative ideation. Walls between roles seem to be getting a little softer. Whether that’s a good or bad thing likely depends on who you ask, but I can’t help but feel that the potential for better, more effective cross-departmental collaboration is huge.

There Is a Usage Gap Emerging — But Will It Really Get So Big That Laggards Get Left Behind?

Finally, the report warns of a widening gulf between “frontier firms” — the heavy, habitual AI users — and everyone else. These frontier teams send six times more AI queries on average than the median user, which suggests that they’ve more or less committed to operationalizing AI across their organization. But should marketers panic if they’re not part of that group yet? Probably not. The data suggests that the gap is very real, but I have a hard time believing that just because you don’t have the budget, resources or patience to operationalize AI right now — assuming your business still does right by its brand and audience — that it will fail.

That said, ignoring AI entirely can carry a cost. Your competitors might be creating content faster, personalizing campaigns more efficiently and testing ideas at a pace impossible to keep up with by traditional means. Does that mean your next campaign has to be ideated by AI? No. But maybe a few small backend tasks could feel good to take off your plate.

To take it one step further, some marketers have moved beyond marketing with ChatGPT and adopting marketing-specific AI platforms. These are designed to alleviate some of the major concerns with AI content production for marketing purposes, like boring, generic, off-brand or irrelevant content. (Which is precisely why we prefer contentmarketing.ai to ChatGPT for actual content creation).

Numbers To Chew On In the New Year

Although marketing wasn’t the main focus of this report, there are lots of great numbers to ponder as we head into the New Year. If you’re an AI laggard, maybe these stats provide a push to get something going behind the scenes. If you’ve already adopted a few AI tools but have been hesitant to really lean in, maybe this is the proof you need to start experimenting a bit more.

If you’re eager to learn more about the many ways to use ChatGPT at work, here’s some further reading:

• Spill the AI Tea: The Real Benefits of AI Writing Tools (and How To Keep Them on Your Good Side).
• If You’re Using ChatGPT for SEO Content, Read This!
• How Is ChatGPT Working for You? Here’s Some Advice.
• How To Use AI Tools for Content Creation and Optimization – A Comprehensive Guide.

Note: This article was originally published on contentmarketing.ai.

The post OpenAI’s State of Enterprise AI Report 2025: Key Stats and Top Considerations for Marketers appeared first on Brafton.

The AI marketing world is buzzing with “vibe marketing” this and “AI agents” that, but precious few sources will tell you when it actually makes sense for your budget, your brand or your sanity. 

So, if that’s why you’re here, here’s the short answer: Vibe marketing paired with the right natural language processing tool can be powerful, but it’s not a magic spell that works for every company. So before you need to prompt ChatGPT when vibe marketing actually wins, let’s discuss where traditional marketing still has the crown, how to get AI-powered marketing right and how to keep control over your brand’s vibe, ethics and strategy while you’re at it.

So … What Is Vibe Marketing, and Why Is the AI Marketing World Suddenly Obsessed With It?

To understand where the term “vibe marketing” emerged, we actually have to go back a bit further than AI Twitter. The phrase popped up in martech circles for years (including events like Vibe Marketing Tech Fest, which was founded in 2018), but the current hype around it mostly traces back to Andrej Karpathy’s idea of “vibe coding” — “giving into the vibes,” where you don’t worry as much about the nitty gritty of code, because now, you can let a large language model (LLM) handle the heavy load of work.

Some developers might argue that marketing was more of a touchy feely task to begin with, so I’m not sure how well they take it that we adopted the term (if we did). But here we are, discussing vibe marketing. And just like in vibe coding, it’s more about how your brand identity feels — the tone, the fonts, the messaging, the cultural references — more than whether your follow-up is happening on TikTok or LinkedIn. 

It’s a shift from the more data-driven “What’s our offer?” to “What’s the experience and emotion we create across every touchpoint?” 

That seems like an argument over semantics, but traditional marketing often still builds a roadmap around products, features and carefully segmented audiences. Vibe marketing flips that. It asks what story your brand tells when someone scrolls past your Instagram account, skims the newsletter and lands on your site within the same hour. What’s the vibe they get? Do those moments feel as though they’re coming from one source? Do they feel like you? 

Now, add to that AI marketing tools, AI agents and all kinds of automation. Suddenly, we’re talking “vibe marketing efforts at scale.” Consistent tone across 50 social media posts? Done. Endless variations of the same brand voice for different platforms? Yep. Reactive content that responds to trends in real-time? You bet. 

But just as you could theoretically use an assembly line to move buckets of water around in circles, AI-supported digital marketing often brings more content, but also more confusion. Sure, you can now pump out branded assets faster than an Oxford professor running on nothing but coffee beans could review them. But if you haven’t defined what your vibe actually is, you’re just amplifying noise. And at this stage, there’s nothing we all hate more as consumers, because there’s already so much of it. 

So, let’s define a generative AI strategy step by step that will inform what your chatbots do.

From Tiny Teams to Titans: Who Vibe Marketing (and AI Tools) Actually Help

Defining what type of business you’re running (or intend to run) can actually inform a fair bit of your strategy, no matter if you’re a small business or a startup. It reminds you of unique, specific details that could inform your technological choices, business practices and taste. So, let’s walk through a couple of examples to get a sense who benefits in different ways from AI-driven content creation.

Small, Scrappy Businesses With No Budget or Brand Bible

Picture a three-person company. No style guide, no designer, no marketing hire. Just hustle and a dream. For teams like these, vibe marketing can be a lifeline. 

AI tools allow them to experiment fast. They can test brand voices, try different visual angles and pivot without burning cash on a full marketing agency rebrand. With a carefully set up AI agent, they might repurpose a single customer success story into social posts, email sequences and video scripts. Ergo, they could get “good enough” copywriting and personas to test what resonates before committing to anything permanent. 

Their goal wouldn’t be perfection, neither in product design nor marketing tasks. Instead, it’s momentum. Small teams can move faster and fail cheaper, which matters when you’re competing against companies with gargantuan content production budgets.

Mid-Sized SaaS or Agencies

Once you look at slightly bigger companies, the pattern changes slightly. They’ve got some resources, albeit not limitless ones. So for them, vibe-led campaigns are all about humanizing complex products, highlighting real customer stories efficiently and creating recognizable recurring formats. Think video series templates, branded memes or a signature email tone with dad jokes.

For this kind of organization, the trick is to build the first simple guardrails about automation, because their workflow is less about finding out what resonates and more about enforcing what already worked once. It might even be about a safe setup to source those stories safely within their CRM. As a result, the setup becomes all about lightweight brand guidelines, approval steps and human editors that keep the vibe on track without slowing down content production. 

You’re not trying to control every Oxford comma. You’re making sure your AI model doesn’t accidentally sound like a corporate robot when you were shooting for a snarky mascot. And, most importantly, you’re trying to avoid sounding like the brand next door.

Enterprise and Regulated or Data-Sensitive Brands

Now, the air is getting thinner, even for the beefiest AI marketing tools. That’s simply because large organizations have different problems to begin with. Vibe marketing can certainly work here, but it needs way more governance than a “let’s ship memes” approach. Please don’t.

Data confidentiality is the first landmine. Feeding client data, proprietary information or internal documents into an external AI system is a recipe for disaster. One leaked prompt with sensitive details and you’re in legal hot water.

AI bias is the second big one. Most models are trained primarily on Anglophone data, which means they default to US or UK-centric jokes, examples or cultural assumptions. And that’s fine if your audience is in San Francisco. Not so fine if you’re trying to connect with decision makers in Southeast Asia, Latin America or even rural parts of your own country. Here, AI use often still clashes with localization goals and can even undermine DEI initiatives.

Then, there’s the blend-in danger. Let’s face it. When everyone uses the same AI models, templates and vibe formulas, differentiation basically evaporates. Your content starts sounding like everyone else’s content — the sea-salt brand that once shouted James Joyce references such as “Thalatta! Thalatta!” now reads like a generic listicle, and the one that used to drop groaners like “We tried to tell a joke to a clam, but it just shell-shocked us,” suddenly sounds like it went through a dignity rinse. That’s the opposite of what vibe marketing is supposed to do.

Enterprise brands need stricter processes: On-premise or private AI models, clear red lines on what data goes into prompts and mandatory human review for sensitive topics. Those requirements don’t strictly contradict vibe marketing, which means it can still work. But it does require certain guardrails and briefs that smaller companies might skip. Knowing which trigger words to avoid is just the initial mechanical starting point. You need systems.

How Vibe Advertising Works in Real Life: A SaaS, Some AI Agents and a Deadline

Let’s make this concrete, shall we? Imagine a fictional SaaS that makes workflow automation tools for small agencies. We’ll call them FlowCraft. They’re scrappy, growing and trying to stand out in a crowded market.

FlowCraft has already defined their core vibe. They’re friendly, slightly chaotic, with lots of behind-the-scenes moments. Think “We get it, because we’ve been there” energy.

Here’s how they could use AI agents to execute:

1. Customer quotes become content: A client says, “FlowCraft saved me from drowning in Slack messages.” An AI agent turns that into punchy social captions. Not just that quote on a blank canvas, but additional punchy copy to support that line in social captions, a short video script and an email subject line — all in FlowCraft’s friendly, empathetic voice.
2. Visuals match the vibe: Typing “Our customers say it best” and pasting that next to your quote won’t cut it. So, FlowCraft would generate branded images or visual guidelines for designers that echo the same emotional tone their copy already carries. “Office chaos but make it cozy” becomes a creative brief in seconds. 
3. Landing page variants: Freelancers, small agencies and in-house teams might all relate to a quirky, chaotic brand, but they’d all do it in their own ways. The right AI model can draft three versions of a landing page intro, each with the same vibe but tailored to different customer segments, and then tweak everything from CTA copy to product descriptions.

Now, chaos is entertaining and cute to a degree. We might buy from Doc Brown, because he’s entertaining, but not from the strange guy in the park who picks potato chips out of his hair while asking what month it is. Brands like FlowCraft aren’t any different. We like it when they’re in that sweet spot. Just a bit crazy, offensive, loud, whatever it is. Problem is, as your content scales, so do the channels across which you need to keep it consistent.

Automation maintains the same vibe across social media, email and blog posts while cutting marketing expenses. No one’s manually rewriting every asset from scratch. You’re using critical thinking to keep AI in the right lane. 

Keep in mind, though, that even the best model has limits: AI-generated jokes that don’t land may be OK if you’re after dad humor; less so when you don’t know your brand is supposed to be just witty. Not to mention cultural references that misfire, content that feels generic or local outreach that makes you sound like an exchange student on the first day. So, FlowCraft still needs a human “vibe editor” to approve what actually goes live. Not every AI output will be gold. Some of it will just be … fine. And let’s face it, fine doesn’t build brands.

Should You Automate the Vibes? AI Marketing, Automation and Your Old-School Traditional Marketing

Before you hand the keys to any AI platform, ask yourself a few questions about the model. Not which AI model to pick, your business model.

Strategic Fit

Tie vibe marketing to real business objectives. Awareness? Employer branding? Customer retention? Product education? Where does vibe-driven content genuinely move the needle, and where do you still need traditional marketing assets like case studies, product sheets and sales decks? 

Spoiler: You probably need both. Vibe marketing builds affinity. Traditional marketing closes deals. Don’t pick sides. Pick the right writing tool for the job.

People, Culture and HR Goals

Vibe marketing can support HR by showcasing team stories and company values. It’s great for employer branding. However, there’s a flip side. Does it risk burning out your staff if they’re pressured to be “always on” characters for content? Real people aren’t brand mascots. Respect that line.

Mission, Ethics and Provider Dependence

Relying heavily on specific AI providers brings risks: Data residency, regulatory changes, geopolitical uncertainty. Run basic due diligence: Where is your data stored? How are the models trained? What happens if terms change?

And here’s the big one: Does your vibe marketing align with your brand’s stated values, or are you undermining them for quick engagement spikes? If your brand stands for transparency but your AI is a black box, that’s a problem.

Designing a Vibe Marketing Strategy You Can Actually Optimize

Let’s return to FlowCraft. They’re at the “Crossing the Chasm” stage — they’ve got early adopters, but they can’t afford massive traditional marketing campaigns to reach pragmatists and late adopters, nor do they have enough data for the typical route of case studies and testimonials for social proof.

Vibe marketing helps them make the product feel approachable. They recycle existing assets (webinars, support emails, docs) into vibe-rich content that speaks to everyday pains. That’s leverage.

Here’s a basic strategy framework:

1. Define positioning and core customer segments: Who are you for? What problem do you solve that no one else solves the same way?
2. Choose 1-2 primary vibes: For FlowCraft, it’s “calm problem-solver” mixed with “nerdy best friend.” That’s their North Star.
3. Identify 3-4 hero content formats: Weekly email tips, behind-the-scenes Instagram stories, short tutorial videos. That’s where the vibe shows up consistently.
4. Decide where to use AI tools and where humans lead: Use AI for ideation, first drafts, repurposing and light optimization. Let humans handle strategy, sensitive topics and final approvals.

A  one-stop-shop marketing platform can help centralize prompts, templates and brand settings, so your vibe stays consistent. Human strategists paired with AI tools in one ecosystem make experimentation, measurement and refinement way easier. That’s the ideal setup.

At the end of the day, it matters less whether you vibe-market in a certain way or which models you use.  Set simple metrics for your campaigns, so you know they serve your business objectives, not just those of model developers: brand search volume, engagement quality (not just likes — replies, saves, shares), time on page, applicant quality if you’re hiring. Run experiments. Keep what works. Don’t be afraid to dial back AI-generated vibes when they stop feeling like you.

When you read the headlines, it’s easy to think that vibe marketing is the next big revolution and that your campaigns will soon seem as dusty as a record player. But actually, you still need them. Traditional marketing isn’t going anywhere; it’s only evolving. Yes, AI tools make it scalable, but they don’t make it automatic. You still need strategy, guardrails and humans who understand what your brand actually stands for.

Small teams can move fast and test cheap. Mid-sized companies can add consistency without adding headcount. Enterprises can use vibe marketing if they’re willing to build the governance structures it requires.

But no matter your size, the rule is the same: define your vibe before you automate it. Otherwise, you’re using a megaphone before understanding why you’re yelling, “Thalatta! Thalatta!” 

Note: This article was originally published on contentmarketing.ai.

The post How To Master Vibe Marketing appeared first on Brafton.

Think of your website like a growing city. Without streets connecting key locations, visitors get lost (and grow ever more frustrated). With structure, navigation and planning, the experience becomes seamless. A topic cluster strategy acts the same way. It organizes content clearly to help both users and search engines find what they need.

As we look ahead, topic clusters continue to stand out as one of the most effective content marketing methods because they streamline planning, support search visibility and align with how people search. They also help marketing teams optimize internal linking, improve user experience (UX) and rank for high-intent long-tail keywords.

In this guide, you’ll learn what topic clusters are, how they work, how they strengthen SEO and how to build your own topic cluster model for long-term growth.

What Is an SEO Topic Cluster Content Strategy?

A topic cluster content strategy is a structured way to organize and interlink content so search engines can better understand the depth of expertise on a topic. The main pillar page acts as the central source of truth and covers a broad subject. Cluster pages expand on specific subtopics or questions that relate to that pillar. Each piece connects through internal linking, building a strong and interconnected content hub.

Pillar content gives a high-level overview of a topic, similar to a city center map. Cluster pages act like nearby neighborhoods, each with its own information and purpose, but they all still rely on the main hub to help visitors understand location and relevance. Together, they make navigation easy and intuitive.

Search intent plays a major role when building clusters. When your content meets user intent at every stage of their journey, visitors stay longer and engage more deeply with what you offer. The experience becomes more natural, structured and useful. In turn, this improves rankings, click-through rates and conversions. Content pillar examples may include broad themes like “email marketing” or “video content strategy.” 

AI-led content repurposing can also help accelerate cluster creation efficiently. The more complete and well-connected a content cluster becomes, the easier it is for users and search engines to recognize your expertise.

Examples of Topic Clusters

Topic clusters can be applied to nearly any industry where quality content supports learning, decision-making or buying behaviors. A strong pillar page anchors multiple cluster pages and gives users a roadmap of what to explore next.

The Power of Pillar Pages

A topic cluster content strategy organizes written content around a main idea using a central pillar page and supporting cluster articles. Each cluster page explores a subtopic in more detail and links back to the pillar page. When structured correctly, topic clusters strengthen your digital presence and help build topical authority.

Example 1: 

A pillar page on “Content Marketing Strategy” may include supporting cluster content such as:

• How to build a social media content plan.
• SEO strategy basics.
• Email marketing planning.
• Content repurposing best practices.
• Content creation templates.

Example 2: 

A pillar page on “SEO Strategy” may link to cluster pages about:

• Using long-tail keywords.
• Building backlinks.
• Search engine algorithms.
• Writing punchy metadata.
• Preventing keyword cannibalization.

Tools like HubSpot make it easy to create and visualize topic cluster models. You can maximize the keyword research process with platforms like Semrush and Ahrefs, which help identify high-performing keywords, search intent variations and support subtopics.

For SEO teams, content writers and digital marketers, content clusters create several advantages, like:

• Improving internal linking structure.
• Enhancing topical authority and search engine rankings.
• Reducing bounce rate by providing in-depth, related content.

By structuring written content around a central theme with subtopics, the website becomes easier to navigate and aligns with shifting user behavior and search engine expectations. 

Each pillar page becomes a “home base” while the cluster pages support understanding and discovery.

Topic Cluster Relevance for Your Team in 2026

The SEO landscape is increasingly competitive. Content volume increases daily, and search engines demand clarity, relevance and authority. That’s why topic clusters aren’t a trend. They represent a lasting shift in search behavior, UX expectations and how marketers approach long-term content strategy. 

What Has Changed Over Recent Years?

Recent algorithm updates prioritize E-E-A-T, meaning content must demonstrate expertise, experience, authority and trust. Organized topic clusters help showcase authority more clearly because they provide context and depth. Instead of one isolated blog post after another, scattered across a website, clusters build a clear hierarchy where users and algorithms understand relationships instantly.

SEO strategy now favors long-form, in-depth content over short posts. Internal linking has become essential, especially as it helps prevent keyword cannibalization and ensures content isn’t competing with itself. Search engines also factor in behavioral signals like time on page, scroll depth and return visits.

Of course, content clusters aren’t confined to search engines. Social media, distribution channels and email marketing sequences can support clusters and direct traffic in a structured way.

How To Approach Topic Clusters Today

To make the most of topic clusters today, marketers should begin with the target audience. Define key questions, needs and challenges before planning the pillar page and its cluster pages. Next, incorporate long-tail keywords that match real search behavior and intent.

Review existing content before building new assets. Some posts may fit easily into new cluster areas or can be updated as part of the content creation process. Measure metrics such as conversions, bounce rate and keyword rankings to refine the strategy.

How Topic Clusters Improve SEO

Topic clusters help support alignment between UX, SEO and broader digital marketing goals. When executed well, they deliver clarity, structure and reach. They also elevate SEO performance across multiple levels. Some of the most notable benefits include:

• Strengthens topical authority by covering a subject comprehensively.
• Supports internal linking to help search engines crawl a site and understand relationships.
• Improves search engine rankings for both broad, specific and subtopic keywords.
• Encourages backlinks and external references to pillar content.
• Helps organize content hubs for better UX, which reduces bounce rate and improves engagement and conversions.

Can You Rank Without Topic Clusters?

Yes, but the process becomes inconsistent and difficult to maintain over time. Without structure, content becomes scattered and harder to optimize. It also increases the risks of keyword cannibalization and lost ranking opportunities. With contextual backlinks, clusters guide search engines and users through content logically and strategically.

Beyond rankings, topic clusters support long-term content growth because they organize information in a way that aligns with how users search and consume content. This structure helps search engines recognize patterns, assign authority and evaluate your site as a trusted resource. This improves indexing, discoverability and content visibility across multiple SERPs.

How to Cluster Topics Like a Pro: 5 Steps for Website Owners

Creating an effective topic cluster strategy requires thoughtful planning and execution. Use this step-by-step process to make the process faster and more efficient:

Step 1: Conduct a Thorough Content Audit

Begin by reviewing existing pages to identify content that can become cluster pages or be merged, expanded or removed. Evaluate search volume, user intent and opportunities for improvement.

Step 2: Define Your Core Topic and Pillar Page

Choose a broad theme that aligns with marketing goals and audience needs. Ensure the topic supports multiple angle variations, FAQs and supporting pieces.

Step 3: Select Related Topics for Cluster Pages

Use keyword tools like Semrush and Ahrefs to understand search demand around each topic. Choose long-tail keywords and questions that represent different stages of the search journey.

Step 4: Build an Internal Linking Structure

Ensure every cluster page links back to the pillar page using carefully-selected internal links and accurate anchor text. When relevant, link cluster pages to each other to help navigation flow.

Step 5: Optimize Content for SEO

Make sure every page includes proper metadata, relevant keywords and high-quality in-depth content. Then optimize for UX, load time, mobile and accessibility.

Bonus: How To Choose What Works for Topic Clustering

First, focus on relevance, intent and feasibility. Prioritize topics with:

• Search demand that justifies investment.
• Alignment with the target audience and content marketing goals.
• Strong potential for creating multiple content assets or extensions.

Additionally, map content into content buckets that form a clear topic hierarchy. Assign unique keywords to each page to avoid cannibalization and ensure clarity.

Build a Future-Proof Topic Cluster Strategy and Secure Repeatable Ws

Topic cluster content strategies help marketers build authority, strengthen SEO and create a better experience for users. The structure makes content easier to find, understand and act on. It creates a scalable foundation that grows stronger with every piece added.

To get started:

1. Audit existing content.
2. Define pillar pages and related subtopics.
3. Improve internal linking and track your performance metrics.

A modern topic cluster content strategy allows teams to adapt to evolving algorithms, shifting user expectations and new search behavior signals. It connects content meaningfully across multiple platforms and supports long-term ranking opportunities. With the right process and consistency, topic clusters can help secure durable ranking performance and ongoing engagement well beyond 2026.

Now that you’ve got the basics, happy city mapping!

The post A Modern Topic Cluster Content Strategy Guide To Boost SEO in 2026 appeared first on Brafton.

The simple truth is that customers have the whole world at the tap of a finger — usually on their mobile devices — so the user experience has to be exceptional from the very first touchpoint. 

With so much content cluttering their feeds, it really comes down to outstanding content that’s entertaining and informative while boosting brand loyalty.

That’s where interactive content comes in. Whether it’s maps, quizzes or infographics, interactive marketing – sometimes referred to as game marketing – encourages users to engage directly with the piece, helping drive up engagement while boosting your brand recognition to boot.

Let’s walk through how you can deploy interactive content to transform your entire content marketing strategy.

What Is Interactive Content?

Interactive content provides users with valuable, relevant information while encouraging them to engage directly with the content itself. This form of content can range in complexity, from simple image slides to more comprehensive polls to games and even interactive video modules that let viewers choose their own journey.

The importance of interactive content is two-fold. On the one hand, it shows off your tech savviness, which can be a major boon when trying to engage those digital natives. More than that, this content type incorporates data analytics that you can use to gather information on consumer behavior, helping you make smarter and more data-driven business decisions. 

When done right, interactive content helps align every stage of the learning process with measurable outcomes, all while creating a memorable customer experience.

Here are some of the most popular and effective types of interactive marketing content:

• Quizzes: Quizzes are one of the simplest yet most effective and engaging ways to reach your target audience, just ask Buzzfeed. A good quiz might be a hit among users and is probably the most likely to go viral, generating millions of likes, shares and comments on social media. Done right, you can also weave the key information you want to convey to users into the quizzes themselves, making for a dynamic piece of content.
• Polls: Polls give users real-time data about an interesting or compelling topic, helping to position your organization as a thought leader in that space (or as the best equipped to solve a related problem). You can use the data you collect in your polls to build a better understanding of your customers’ needs and problems.
• Games: Everyone knows how addictive a good online game can be, so these are among the most powerful ways to drive user engagement. Games tend to be on the higher end of the interactive content budget, however, so invest in these only if you’re confident your games will drive the results you want.
• Infographics: Infographics are among the most effective (and popular) forms of content marketing in the industry today. They offer quick, bite-sized pieces of useful information that users can consume in a flash. Making these interactive can help highlight key information, elucidate particular points and add serious value.
• Maps: People are visual learners, so maps are a great way to share complicated information. Maps are good for sharing information about geographical areas, like if you’re a health care organization and want to demonstrate where the active COVID-19 hotspots are. But even a well-drawn map can get confusing. Interactive maps allow users to pinpoint and emphasize certain pieces of information.
• Calculators: This interactive content type is a little more niche, better for companies and organizations in real estate or personal finance (or anyone else who deals a lot with numbers in their customer interactions). An interactive calculator provides users with cold, hard numbers to help them make data-driven personal decisions.

Why Is Interactive Content Important?

You spend tons of time and money trying to craft engaging content that can draw customers in and ultimately get them to do something. That “getting them to do something” (the call to action in content marketing parlance) is really the purpose behind everything. At the end of the day, it doesn’t actually matter how engaging your content is if it doesn’t ultimately get potential customers to schedule a demo, click into your site or reach out to a sales rep.

Getting users to do something with your content is one of the toughest parts of the digital marketing job, and one of the many things that keeps marketers up at night. Interactive content takes so much of the headache out of the equation by driving a level of engagement that few other pieces of content can.

By deploying a quiz, interactive map or game, users are actively engaging with your organization in a way that’s exciting and memorable. They’re doing this while passing you valuable pieces of data about their habits and needs, and actually going through the early process of building a relationship with your business. 

Interactive content benefits both sides: Prospects feel seen and heard, while marketers gather data that can later power different remarketing initiatives.

Benefits of Interactive Content

So, what are the specific benefits of interactive content? Let’s take a look:

• Increase engagement: So much of customers’ professional and personal lives are spent online, where performance and value are often measured in likes and shares. If you produce a valuable piece of information that’s fun and interactive, online engagement can go through the roof, driving traffic to your website and generating new leads.
• Gather useful data: One of the great benefits of interactive content (polls and quizzes in particular) is that they both educate users and help you collect key data about them at the same time. You can use that data to better understand your customers’ needs and problems and arm your marketing and sales teams with more relevant customer information.
• Educate consumers: Digital content that centers around a specific product or service is important and has its place in the sales process. But lots of organizations are realizing that providing useful, valuable information to consumers at the top of the funnel is one of the best ways to build trust early on.
• Boost brand awareness: All of this exposes more people to your brand. Combined with the positive feelings they get after playing an interactive game or the trust they feel when you give them the exact information they need, this helps you build more business among a much wider customer base.

Examples of Great Interactive Content

1. Spotify

Spotify has revolutionized the music streaming industry, and it seems like every year it’s rolling out another new technique to increase engagement with users. The Mood Quiz is one of the latest. Here’s how it works: Users get a prompt asking them to answer a few easy questions about how they’re feeling at that moment. Spotify takes that data and recommends a playlist that matches their mood.

Spotify understands that there are few things as powerful as a song that feels like it’s speaking to you. By offering music tailored to their feelings, the music streaming giant is practically guaranteeing engagement.

2. thredUP Fashion Footprint Calculator

The thredUP Fashion Footprint Calculator is an excellent example of interactive content designed to engage users while providing valuable insights. This interactive tool invites users to answer a series of questions about their shopping habits, clothing care routines and disposal practices. As users progress through the calculator, each response dynamically updates their estimated fashion footprint, illustrating the environmental impact of their choices.

At the end, users receive a personalized breakdown of their fashion footprint and actionable tips to reduce their impact. This interactive experience not only educates consumers about sustainability but also encourages them to make more eco-friendly decisions, demonstrating how interactive calculators can drive awareness and behavioral change.

3. BDO

BDO, one of the world’s leading professional accounting services providers, rolled out a highly engaging and interactive white paper that discusses the importance of data privacy for companies operating in the digital economy.

The white paper uses lots of colors and images to really bring the subject matter to life. Pages have additional layers of content that users can click into to learn more about key BDO stakeholders and get a deeper understanding of their insights on data protection.

4. NerdWallet

Buying a house is a complicated process with lots of numbers and terms that homebuyers may not be familiar with. NerdWallet built an easy-to-use calculator that allows users to punch in their home price and down payment. The calculator gives back a whole host of information, including expected monthly mortgage payments, property taxes and information on interest rates.

Buyers can use this information to make informed decisions about their personal finances and the home they’re trying to buy.

5. The Solutions Project

Sharing specific information about different states can be really challenging, especially for something as complicated as energy usage. The Solutions Project put together an interactive map that provides users with detailed information about projected renewable resource usage in 2050, breaking the data down into areas such as solar PV plants, wave devices and hydroelectric.

In the full map view, users can hover over each state and get a quick high-level view of the breakdown. Clicking one of the states sends you to a page with a more detailed infographic to fill in all the remaining gaps. It’s a quick, easy way to learn about a pressing issue.

Incorporating Interactive Content Into Your Marketing Strategy

Good content marketing strategies are all about providing relevant, valuable information to customers. The whole point of putting together compelling pieces of content is precisely to respond to customer needs and problems in a way that makes them want to do more business with your organization. 

The purpose of interactive content isn’t to replace those traditional forms of static content. Rather, it’s meant to spice it up: add something new, fun and exciting that maximizes the delivery of the information you want to get across.

Strike a Balance

That means there’s an important balance to strike. You don’t want to lean too heavily on interactive content, or else you might distract the user and crowd out the substantive information. Remember: The ultimate purpose of interactive content isn’t to get users to play a game, take a quiz or fill out a poll. It’s to get them engaged with the information you’re presenting and, ultimately, with your organization.

So don’t think of interactive content as the focal point of your content marketing strategy. Think of it more as an auxiliary, something you can use to augment your strategy while continuing to provide relevant information to customers in traditional formats.

For example, say you’re a health care organization, and your team has written a carefully researched white paper on the challenges nurse recruiters face in the post-COVID-19 pandemic world. This is highly relevant data that could help inform key industry decisions for years to come. 

A serious white paper is probably the best way to convey that information, but by incorporating a couple of interactive polls and quizzes throughout the copy, you’re helping keep readers engaged from beginning to end, without muddying the message.

More than that, a quiz built inside a white paper enables you to gather more information on users. Many of those readers in our example are probably health care workers/executives themselves, meaning you’re collecting deeper insights on exactly the people you’re trying to target. You distribute the important information while collecting more data to enhance your overall message. 

It’s a win-win!

Don’t Forget Your Target Audience

As with just about everything in digital marketing, your interactive content should be guided by the needs and preferences of your target audience. If you’re targeting older professionals who aren’t as tech savvy and are looking for serious content, you might want to lean on easy-to-use, more straightforward polls and quizzes.

If you’re aiming at a younger crowd of digital natives that you want to energize about an exciting new product, interactive infographics or even a game with lots of colors and sounds might be the best way to do it. 

Either way, consider who’s going to be consuming this content and work from there. When you create interactive content that feels tailored and personal, you dramatically improve engagement metrics and, by extension, your SEO performance.

The Power of Interactive Content

Interactivity should form a key part of your content marketing strategy. It helps bring your content to life, engage new users and share your information more widely. That boosts the recognition of your brand among your customer base and drives new leads to your sales team. It’s essential for any business trying to make it in the digital age.

By weaving together multiple types of interactive content, from quizzes to interactive video, marketers can create immersive experiences that set their brands apart.

Editor’s Note: Updated December 2025

The post 5 Interactive Content Examples Your Audience Will Love appeared first on Brafton.

A repurposing content strategy helps businesses turn a single asset into multiple high-value evergreen content formats that scale across platforms, drive visibility and reinforce key brand messaging. 

Repurposing fits perfectly into modern marketing because it supports content distribution, SEO momentum, improved workflow efficiency and faster content velocity. 

After all, savvy marketers don’t need more creative pressure. They need smarter systems for scaling content creation and maximizing ROI. And it all begins with more insight and expert information. Let’s dive in a little deeper to see what the repurposing process entails.

What Does It Mean To Repurpose Content?

Repurposing content means taking an existing piece of content and adapting it into new formats for different platforms and audience segments. Instead of constantly creating from scratch, teams transform what already exists. Think of what’s possible with a high-performing blog article: you can turn it into a LinkedIn carousel, short-form video, podcast topic, infographic or downloadable asset.

When you’re repurposing like a pro, a long-form blog post can become webinar recordings or fuel your next series of podcast episodes. White papers and case studies can evolve into evergreen social content, lead magnets and thematic series across multiple platforms. Instead of going back to the drawing board each time, your quality content ecosystem becomes circular, intentional and value-driven.

These content adaptations are crucial as marketers balance rising demand for infographics, reels, TikTok clips, YouTube videos, landing pages and email newsletters — often with the same or fewer resources than before.

Core Components of a Content Repurposing Strategy

A well-built strategy doesn’t start with platforms; it starts with content discovery and alignment. 

These 6 essential components form the foundation of a successful content repurposing workflow:

• Content audit: Identify top-performing content, existing evergreen assets and any older content worth refreshing or expanding. This ensures teams repurpose what already drives value.
• Audience mapping: Tailor content formats to different audiences across various channels and stages of the buyer journey, from awareness to advocacy.
• Content formats plan: Decide how one piece of content can become multiple deliverables: visual content, written guides, podcast discussion points, video insights and social snippets.
• Templates and workflow: Use standardized templates, automation tools and clear collaboration checkpoints to ensure efficiency and consistency.
• SEO alignment: Track ranking opportunities, keyword clusters and topical authority to repurpose assets in ways that strengthen search engine results and expand your digital footprint.
• Lifecycle planning: Extend the life of your content across platforms, formats and user intent pathways by repurposing. This approach is far more sophisticated than simply reposting.

With this structure in place, brands can scale faster, optimize output and ensure content lives beyond its initial publication.

Benefits of Having a Strong Content Repurposing Strategy

A powerful strategy can transform how teams plan, distribute, optimize and scale content. The biggest benefits include:

• Efficiency: Reduce time and effort spent on new content creation while leveraging the value of content already produced.
• Reach and visibility: Expand content reach across TikTok, LinkedIn, podcasts, email and search engines to meet audiences where they already engage.
• Improved SEO: Reinforce core keywords, increase backlinks and strengthen topical authority across content clusters and platforms.
• Stronger thought leadership: Build brand credibility and improve recognition across channels with consistent messaging.
• Better engagement: Drive higher engagement rates and algorithm visibility with platform-optimized content formats (e.g., reels, snippets and carousels).
• Higher ROI: Repurpose strategically to ensure every asset increases value, lifespan and measurable marketing return.

A strong content operations framework ensures teams don’t create content once and then forget it. Content repurposing workflows become a repeatable engine powering long-term marketing success.

9 Ways To Repurpose Your Content: Strategies for Repeatable Success

Experimenting with different formats is key, especially when repurposing content for social media, blogs, video platforms and lead-generation channels. Below are 9 high-impact repurposing strategies that work across industries:

Strategy 1: Videos and Webinars

Long-form blogs, white papers and technical guides can become YouTube explainer videos or live webinars. The biggest advantage? They help educate at scale while building brand trust and authority.

Example: Turn a “How-To” blog post into a 10-minute branded explainer video or webinar training session.

Strategy 2: Podcast Episodes and LinkedIn Posts

Edit webinars and lengthy interviews into podcast episodes or LinkedIn articles, allowing the same message to live in new consumption formats.

Example: Turn a 45-minute webinar into a podcast episode, 3 LinkedIn posts and 6 short audio clips for Instagram.

Strategy 3: White Papers, Blog Content and Infographics

Dense research assets like white papers can become bite-sized blog articles, case studies or visually appealing infographics to make information easier to understand and share.

Example: A 15-page industry white paper or 10-page eBook can become:

• 3 standalone SEO blog posts.
• A case study.
• A downloadable infographic summarizing the main points.

Strategy 4: Carousels and Unique Social Media Posts

Turn popular blogs or list-style articles into carousel graphics, quote cards or platform-optimized social content for channels like Instagram, LinkedIn or Pinterest.

Example: A blog titled “10 Tips for Better Storytelling in 2026” becomes a 10-slide LinkedIn carousel with 1 tip per frame.

Strategy 5: Fresh Content and Appealing Visuals

Written content can become high-engagement visual formats: reels, TikTok clips, templates, animated graphics and email newsletters.

Example: Convert a high-ranking written guide into a branded checklist shared as both a PDF and a social image.

Strategy 6: Updated Content Led By Metrics Data

Refresh older articles using new metrics, data and trending keywords, thus improving both ranking potential and value.

Example: A blog from 2021 titled “The Best Email Marketing Tools for Your Team” becomes an updated 2026 version with new pricing, the latest features and sharp competitor comparisons.

Strategy 7: Summaries and Short Snippets

Break down long-form blogs, webinar transcripts or video scripts into short, high-value snippets that are perfect for hook-based social content.

Example: A 3,000-word blog post becomes 6 tweet-length quotes, 4 social hooks and 2 CTA-driven promos.

Strategy 8: Graphics and Social Content

Transform case studies into testimonial videos, quote graphics, mini-stories or visual highlight cards to showcase real customer wins.

Example: A detailed case study becomes:

• A customer win video.
• 3 quote graphics.
• A before/after metric highlight chart.

Strategy 9: Downloadable Assets

Blogs and article series can evolve into downloadable guides, templates or gated resources — supporting lead-generation funnels and ongoing evergreen marketing.

Example: A three-part blog series becomes a downloadable digital guide titled: “Your Complete 2026 Guide: The Content Repurposing Playbook.”

Best Tools for Repurposing Your Content

Resourceful teams now rely on automation and content repurposing AI tools to streamline execution. Below are the best tools across vital workflow areas:

Repurposing video and audio content 

• Descript, VEED.io and Riverside help edit, trim, caption and convert recordings into reusable video snippets and audio files.
• They reduce technical workload and make long-form content easier to transform for multiple channels.

Creating templates and workflow optimizations

• Notion, Trello and Asana organize content calendars, workflows and task handoffs.
• They make team collaboration and version control easier and more scalable.

SEO and search engine analysis

• Semrush, Google Search Console and Ahrefs help uncover keyword opportunities and measure ranking improvements.
• These tools ensure content repurposing supports ongoing SEO growth.

Repurposing visual and social formats

• Canva, Adobe Express and Figma make it easy to turn written content into infographics, social assets, reels and templates.

Social media automation

• Buffer, Later and Hootsuite streamline scheduling and reposting, helping you manage content distribution across multiple platforms.

FAQs About Content Repurposing

Here are some frequently asked questions about the best content repurposing strategies:

What Is Content Repurposing in Simple Terms?

Simply put, repurposing means taking existing content and transforming it into new formats so you can share it across different platforms and garner the attention of new audiences.

What Is a Content Repurposing Strategy?

It’s a structured plan for identifying, transforming and distributing content in formats best suited to each channel, audience and campaign goal.

Why Does Repurposing Content Need a Working Strategy?

A strategy ensures content aligns with your big-picture goals, platforms and measurable performance outcomes. Without a clear strategy and supporting framework, repurposing becomes inconsistent.

How Do You Integrate Repurposing Seamlessly in Your Workflows?

By building templates, automation, tracking tools and collaboration steps into your content lifecycle from ideation to distribution.

How Does Content Repurposing Improve SEO, Reach and Visibility?

It increases brand touchpoints, reinforces keywords, builds authority across platforms and gives search engines more pathways to discover and rank your content.

Repurpose Your Best Content and Double Your Wins This Year

Repurposing content is about strategic scalability. When backed by a clear framework, it becomes the smartest way to extend the lifespan and impact of high-value content across platforms.

A repurposing content strategy helps you reach new audiences on LinkedIn, TikTok, YouTube and email while strengthening SEO, brand recall and message consistency. Repurposing also helps your content, not your team, work harder and longer.

The difference between noise and impact isn’t volume; it’s strategy. With the right tools, metrics and content lifecycle planning, repurposing becomes an effortless part of your workflow and a long-term driver of engagement, authority and growth.

The post From Blog to Goldmine: Creating a Repurposing Content Strategy, the Smart Way appeared first on Brafton.

You’ve read the headlines and related articles. You’ve sat through the vendor pitches. You know some of it is hype — the breathless promises that AI algorithms will solve everything from content creation to world hunger. But something keeps chipping away at the back of your brain, asking, “What if I’m missing something? What if my competitors figure this out before I do?”

Here’s the TLDR: Generative AI tools will have an impact on your content creation process, whether you adopt it strategically or ignore them. The question isn’t “Should we use AI systems?” It’s “How do we implement this specific AI tool smartly, based on our business strategy and user preferences, without turning our brand into yet another content factory churning out digital wallpaper?”

Right now, you’ve got two polar opposite camps shouting at each other. On one end, there’s the “Generative AI will do everything” crowd, treating ChatGPT like a magic spell that’ll turn three keywords into a search engine empire. On the other, you’ve got the purists clutching their keyboards, insisting that every semicolon must be hand-crafted by a human writer or the content gods will strike them down.

So, is one of them right, or is the truth more subtle?

The Current State of Using AI Tools in Content Strategies

Let’s run a little experiment. Take a few seconds, close your eyes and try to envision a writer, or a content creator if you will. I’ll wait … 

And? What did the writer do? Was he typing? Did he optimize content using software? Was he giving feedback about content quality to another writer during edits? Joining a video conference about the user experience on your site?

I think you’re getting the point. When headlines talk about jobs that AI will replace or the broader AI impact on content creation, they’re usually boiling that job down to the most basic task. Writers write, designers design, videographers film. And yes, AI technology has already replaced typists. But in 99% of all cases, you’re looking for typing and authenticity and storytelling, maybe with some guidance regarding digital content trends and audience preferences sprinkled on top. 

Now, let’s reconsider how that shapes our original question: whether AI content tools will replace writers. Most organizations will end up with a setup where an AI content generator acts like a surgeon’s assistant in the operating room. The surgeon still makes the incision, decides where to cut and closes up the patient. But most likely, you wouldn’t want that surgeon mixing their own anesthesia, sterilizing instruments and mopping the floor between procedures, right? Because that’s what the team is for.

Right now, we’re in the “foundation plus small models” era. Enterprise content marketing teams are building hybrid stacks where different AI models handle different tasks — think model routing based on complexity and AI capabilities. Need to summarize 20 customer support tickets? Route it to a fast, cheap model. Writing a sensitive executive statement? That goes to the premium model with a human editor standing by.

With that said, enterprise concerns are evolving faster than the tools themselves. We’re talking disclosure policies, copyright provenance, data residency requirements, evaluation frameworks and compliance guardrails. If you’re not thinking about these, you’re building on quicksand.

So, what should generative AI actually do, and what must the human writer do?

AI’s Job:

• Initial (non-proprietary) research and data gathering.
• Formatting and structuring existing content.
• Variant generation for personalized content (headlines, intros, CTAs).
• Extraction of quotes and claims.
• Consistency checks and compliance prompts.

Human’s Job:

• The incision (choosing the angle and content strategy direction).
• The surgery (applying content curation, taste and brand voice).
• The closure (final review, fact-checking and content performance analysis).

The shift is already happening. We’re moving from keyword-only content to mixed-evidence assets that pull from support logs, competitor claims and proprietary data. Platforms are consolidating, and the real value is migrating to workflows and connectors — systems like the Brafton platform that turn scattered tools into actual productivity.

The cost curve for production is also going down, but at the same time, the bar for proof, originality and governance is going way up. And that means, the winners won’t be the ones who automate everything; they’ll be the ones who productize editorial judgment with AI assist. Not the other way around.

Benefits of AI in Content Creation

Let’s say you’re curious about AI content creation but still on the fence about any measurable impact it could have on your content production, let alone brand reputation, team culture or revenue. All of these are fair points, and they’re the reason why every AI workflow should be built around the technology’s strengths, not its weaknesses.

Picture a pyramid. 

At the bottom, you’ve got the grunt work: basic research, data extraction, formatting, first drafts that need heavy editing. These tasks take time but don’t require your A-team’s creativity. At the top? That’s where the magic happens — insight, unique research, narrative arc, taste.

AI accelerates the bottom layers, so your team can spend more time at the top. This is important for you to understand when evaluating technological solutions, but even more important once you need to communicate those choices to your team. After all, they need to understand that the new tool is not supposed to replace them. If that’s the goal, go back to the beginning of this blog post and start over. 

Your goal is to free up critical thinkers from digital busywork, so they can do what they’re actually good at: thinking.

Here’s what that looks like in practice:

• Speed-to-first-draft: Remember when creating a content brief took three hours of research, outline building and stakeholder alignment? AI can compress that to 30 minutes. The Brafton platform, for instance, helps you generate structured briefs faster, giving your team more time to refine the angle rather than stare at a blank page.
• Breadth of exploration: Want to compare how your messaging stacks up against three competitors? AI can run competitor diffs, generate message variants and create headline matrices in minutes. You’re not limited to the first idea that pops into your head anymore — you can explore 20 directions and pick the best one.
• Evidence uplift: AI can auto-pull quotes, track claims across sources and flag citations that need verification. Think of it as having a research assistant who never sleeps and doesn’t complain when you ask them to cross-reference 40 sources.
• Consistency and QA: Ever published a blog post only to realize later that your tone shifted halfway through? Or that you accidentally made a claim your legal team would have a field day with? AI can flag tone inconsistencies, check reading levels, surface forbidden claims and run compliance prompts before anything goes live.
• Personalization at scale: Different segments need different messaging. AI lets you create segment-specific intros, email variants and simple regional nuances without requiring a separate writer for each version. One core piece, multiple tailored expressions.

Core Use Cases of AI-Generated Content

Enough theory. Let’s talk about what AI actually does in the real world, beyond generating blog posts that sound like they were written by a robot who learned English from a corporate handbook.

Interview to Evidence-Ready Brief

You just wrapped an hour-long customer interview. Now what? Instead of re-listening to the recording and manually pulling quotes, AI can auto-transcribe, cluster themes, extract key quotes and objections, then generate a brief with sections and a proof list.

Human’s role: Prioritize which claims matter most, choose the narrative angle and fact-check the quotes to make sure the AI didn’t hallucinate someone saying something they didn’t.

Comparative Messaging and Positioning

Your competitor just launched a new product. You need to understand how their messaging differs from yours and where the white space is. AI can diff competitor sites, map their benefits and reasons to believe, then surface language opportunities you’re not using yet.

Human’s role: Pick which fight you want to pick, set your POV and avoid making parity claims that make you sound like everyone else.

Technical-to-Marketing Translation

Your product team just shipped a feature with 30 pages of release notes written in code-speak. Your marketing team needs to turn that into customer-value stories. AI can summarize release notes, extract API changes and convert technical details into plain-language benefits.

Human’s role: Validate what actually matters to your ideal customer profile. Engineers love talking about architecture; customers care about what it does for them.

SEO and Distribution Assist

You’ve got a hundred blog posts, and you’re not sure which ones are pulling their weight. AI can cluster related queries, extract FAQ opportunities and suggest internal link structures.

Human’s role: Align recommendations to your strategy, prune bloat that’s not serving anyone and approve CTAs that actually convert.

Content Refresh and Governance

That blog post from 2019 is still getting traffic, but half the links are broken and the stats are outdated. AI can flag broken links, prompt you to update stats, run hallucination checks and enforce style guardrails.

Human’s role: Final red pen, brand voice alignment and legal review. AI can catch a lot, but it’s not going to understand your brand’s risk tolerance.

Creative Variations for Lifecycle Content

You need 15 subject lines for an email campaign, 10 headline options for a landing page and five thumbnail variations for a YouTube video — all tailored to different audience segments.

Human’s role: Taste, brand safety and final selection. AI can generate options, even entire campaigns; you pick the ones that don’t make you cringe.

How To Balance AI With Human Creativity

No, the human is not going to justify his position by explaining that every marketing step requires that little sprinkling of creativity that AI simply cannot deliver. Because that’s not true. 

If your company publishes a templated newsletter presenting medical research highlights in the same format every week, your readers won’t be longing for a Super Mario analogy. In fact, they’ll appreciate a more predictable standardized format, which AI may well be able to produce, because it can make the content skimmable.

But if you want your content to sound like it was typed by a crazed octopus that lives on nothing but coffee beans … Well, you might just need a hybrid setup giving humans more breathing room, or an octopus.

We’ve all got the same AI tools at our disposal, and maybe you’re already excited about the efficiency gains. But you’ll want to ensure that you’re not just accounting for more and faster but also for on-brand and non-replicable. Whether that means feeding your own SME’s insights or research into a generic model for a standardized overview or turning the most boring product category into a carnival just through branding choices is up to you.

To avoid soulless slop that sounds like every other brand, it’s best to divide the work by strengths:

AI is good at:

• Generating options.
• Imposing structure.
• Ensuring consistency.
• Increasing speed.

Humans are good at:

• Exercising taste.
• Taking narrative risks.
• Telling brand stories.
• Making ethical calls.

Now, let’s talk guardrails. If you’re not setting boundaries, you’re asking for trouble. Here’s what you need:

1. Disclosure policy: When and how do you disclose AI usage?
2. Proof policy: What level of fact-checking is required before publishing?
3. No-go claim list: What claims are off-limits, legally or ethically?
4. Review ladder: Who approves what, and at what stage?

And before you get tempted to throw team design overboard: Prompt libraries are not strategy. You can have the world’s best collection of prompts, but if nobody owns Content Ops — if there’s no one codifying acceptance criteria or maintaining quality standards — you’re just automating chaos.

Want to avoid sameness? Start by banning “lowest-common-denominator” intros. You know the ones: “In today’s fast-paced digital landscape…” If your intro could belong to any brand in any industry, delete it and start over.

Instead, require one proprietary insight per section. Force your team to include lived anecdotes, specific customer examples or product telemetry that the AI model can’t invent. That’s how you ensure originality.

So, What’s Next for Content Creators and Marketers?

Buckle up, because the next wave is already forming. Here’s what’s coming down the pipeline:

• Input-rich pipelines: First-party data isn’t optional anymore. Support tickets, sales call transcripts, product telemetry, community discussions — all of it becomes fodder for content creation. The teams that figure out how to systematize this input flow will dominate.
• Evaluation culture: Remember when we treated content like art and just “knew” when it was good? Those days are over. Model cards, prompt tests, red-team reviews — content evaluation sets are becoming as standard as QA in software development.
• Smaller, cheaper, private models: Not everything needs GPT-5. For sensitive workflows — legal reviews, internal communications, proprietary research — smaller, cheaper, private models will handle the job without sending your data to a third-party API.
• Multimodal briefs: Text-only briefs are becoming quaint. Expect image, audio and code to become standard inputs. Your AI assistant will parse wireframes, listen to voice memos and analyze code repositories as easily as it reads a document.
• Regulatory alignment: Transparent labeling, rights-cleared training inputs, opt-out respect — sorry, but these aren’t nice-to-haves anymore. If you’re not thinking about regulatory compliance now, you will be soon.
• Outcome focus: Here’s the big shift: fewer posts, more evidence, faster refresh. Success won’t be measured by how much content you publish, but by how well it drives pipeline and retention. Quality over quantity is now a survival strategy, not a slogan.

So there you have it. Hopefully, this will let you and your team relax. Because no matter how big the next wave of innovation becomes, it won’t be about the epic fight between humans and machines. As a business, your goal will always remain to figure out where each excels and build workflows that leverage each one’s strengths. Do that, and you’ll survive the “AI revolution.” Do it well, and your team will be in the headlines.

So, what’s your move?

Note: This article was originally published on contentmarketing.ai.

The post The Future of AI in Content Creation: Balancing Automation, Ethical Practices and Human Creativity in 2025 appeared first on Brafton.

SMEs are experts in their fields, but they’re rarely expert writers. Interviewing SMEs enables content writers to disseminate expert knowledge to the target audience in an engaging and clear way. After all, writers are experts in writing, but they may not be experts in interviewing. But that’s OK — let’s go over how to interview an SME for an article.

What Are SME Calls For?

An SME interview can be key to the process of creating any number of assets. Writers often conduct SME calls in preparation for:

• Thought leadership pieces: These are blogs or other assets that share ​​expert knowledge and insights on a specific topic, educating readers and establishing the SME as an authority in their space.
• Ghost-written content: When writing on behalf of the SME, it’s imperative to convey the information they know accurately.
• Case studies: It’s often necessary to interview a client and/or somebody within another organization to learn about the partnership you’re going to showcase.
• White papers and eBooks: These are often thought leadership pieces or marketing assets about one or more services your organization provides, and therefore may require in-depth knowledge.

There are also situations where an SME call may become necessary in the middle of a project. Sometimes there are quality concerns, usually at the beginning of a partnership or when a new writer comes onboard. The writer may have misunderstood a key aspect of the offerings they’re meant to be presenting or the industry in which they operate. An interview with an SME can clear up misconceptions and help the writer correct the errors.

Preparing for SME Calls

“If you fail to prepare, you are preparing to fail,” as Benjamin Franklin famously didn’t say. But somebody said it, and it makes sense. No matter how gifted you are in the art of improvisation, SME interviews require a concerted preparatory process. Here’s what you can do:

Write the Questions Several Days in Advance

Best practice is to give the SME a chance to read over the questions before the interview call. This isn’t always possible — you can’t control the interviewee’s schedule — but doing so gives them a chance to review the questions to ensure you’re on the right track. 

If you’re approaching new subject matter, read over their existing case studies or thought leadership pieces to get a sense of the content and how they’re structured. It can also help to read up on the industry in which the organization operates so you have some foundational knowledge. As you do this research, you can jot down questions as they come to your mind.

Write Questions in the Context of the Piece

The number of questions you’ll need for a 500-word case study will differ from what you need for a 2,000-word white paper. Keep in mind the length of the piece and the call, and draft an appropriate number of questions. Try to estimate how involved the answer might be, and consider having some extra questions handy if your initial set didn’t provide as much information as you had predicted.

Don’t Forget Question Etiquette

SME calls aren’t exactly formal occasions, but they are professional calls. Let’s look at two example questions for interviewing a client’s client for a case study and see if you can pick out which one is more appropriate:

1. Could you please provide an overview of Compu-Global Systems’ operations?
2. So, what does your company do??

The difference may be subtle, but question one displays better etiquette. When in doubt, use the same tone you intend to when writing the final copy.

The SME Call

Let’s look at some tips to help you succeed during the interview itself:

Before the Call

As the interviewer, you’re driving the bus, so to speak. It’s key to remove as many potential distractions as you can. You can achieve this by:

• Putting your phone on Do Not Disturb or Work Mode.
• Finding a quiet room and closing the door.
• Rereading the questions one last time to prevent stumbling over any wording.
• Dressing appropriately. 
• Ensuring there’s nothing distracting or unprofessional in your background.
• Using a reliable microphone and headphones. (Sometimes a writer’s laptop and environment are suitable enough that a microphone/headphones aren’t necessary, but they can help.)
• Having another window open with a Google Doc — or even a pen and pad — so you can take notes during the interview. Not all writers can take copious notes while interviewing, but it’s good to have the option so you can quickly jot something down if necessary.

It’s also important to ensure there’s a recording of the conversation, provided the interviewee is comfortable with that. An automated transcript can also prove beneficial when reviewing the answers.

Managing the Call

Before diving into the interview questions, it can be beneficial to put the interviewee at ease. Not everybody is comfortable with being interviewed. You can assure them that if you take any direct quotes, you’ll clean them up, so they don’t have to worry about saying “umm” or “uhh” too much. 

It can also help to ask a broad, easy-to-answer question first to get the interviewee comfortable thinking and talking about the subject. Try to order the questions in a logical order, such as chronological or thematic, so the interviewee’s answers can organically flow from one to the other. 

Keep in mind that the SME may answer part or all of a future question. In these cases, you can skip that question when you come to it, or tell the interviewee that they’ve already provided an answer but can expand on it if they wish. This approach can help foster a more conversational and comfortable interview. And don’t be afraid to ask follow-up questions. Unless time is really tight, it’s good to pursue ideas you hadn’t thought of asking about before, but that come up during the interview.

Lastly, don’t be afraid of pauses. Sometimes in conversation, we rush to fill in gaps, fearing the silence may be awkward. A little awkwardness is OK; it would be worse to interrupt an interviewee’s internal thought process as they were considering their response. 

Battling Nerves

For some gregarious types, SME interviews are nothing more than water off a duck’s back. For others, it can be a nerve-wracking experience, especially if they’re unaccustomed to conducting interviews. If you fall in the latter category, the first thing to remember is that the stakes really aren’t that high. Yes, an SME interview can lead to a valuable and important asset, but misspeaking or repeating a question during the interview won’t have any bearing on the final draft. So take a breath — you’ll get through this.

If the SME’s answers are short and seem to lack informational value, remember you can ask follow-up questions. This is where drafting backup questions beforehand can come in handy. And if you have the opposite problem and the client’s answers are too long for the time allotted, you can always ask if they can extend the call time. If not, you can agree to schedule another call or to have the SME answer the remaining questions over email.

And what if the SME thinks your questions are bad or that they reveal your ignorance of the industry? Well, this is why you send the questions to them in advance. If the interviewee didn’t look them over beforehand (or did and didn’t say anything), that’s on them.

In all honesty, they’re very unlikely to accuse you of lacking industry knowledge. After all, they’re the expert; you’re interviewing them for a reason. If you get the sense that the SME feels the questions are misguided, then ask them to add any missing information.

After the Call

Review your notes and reference the call recording when pulling quotes to make sure they’re accurate. If you don’t have an automatic transcript, you can feed the call recording to an AI tool, such as Google Gemini, to get a transcript. It won’t be perfect, but it makes it easier to scan through the interview to find the information you need.

It’s valuable to review the call soon after the interview, so you can send over follow-up questions if necessary. If there’s an outline phase for your project, you can leave notes or comments for the client to clear up anything that’s confusing you. 

After all that, you’re ready to start writing. Now, you’re the expert. 

The post How To Interview an SME for an Article appeared first on Brafton.

It’s a message that still painstakingly resonates with copywriters nearly 400 years later. The shorter the copy, the harder it is to write. And when it comes to writing high-conversion sales copywriting, there’s a catch-22 — two of them, in fact: 

1. You need to convey your whole message. 
2. You need to do it clearly. 

Short, hard-to-write copy that lacks a clear message and doesn’t tell the whole story won’t drive action. And if it’s not driving action in some form, it’s not meeting business goals. But luckily, you’ve still got a seat in the game: Writers and even business owners produce effective sales copywriting every day. 

In this guide, we’re going to learn how to be (or hire) one of them. 

What Is Sales Page Copy and What’s It Used For?

Sales page copy is a set of clear, concise messages that persuade potential customers to take a desired action. It’s commercially focused, encouraging purchases, rebuys and upselling. Copywriting exists alongside its sister, content writing, which is more informative and explanatory. Both have their place in the customer journey, with sales copy usually pushing customers over the buy line. 

To show the difference, this article is an example of content. If I’d written the introduction with a copy mindset, I might’ve said: 

“The fewer words you use to convey your message, the greater clarity you can achieve. Learn how to write clear, high-conversion sales copy here.” 

See how that carries landing page energy? That’s because landing pages (alongside emails, some short-form videos, product pages and other copywriting formats) are written with the intent to inspire action. And inspiring action carries a wealth of benefits.

Benefits of Writing Really, Really Good Sales Copy

Well-crafted copy pays dividends in SEO. The No. 1 result in Google’s SERPs averages a click-through rate (CTR) of 27.6%. For context, a 3% CTR in the SERPs is considered solid. Meeting your audience with a clear, concise message also does wonders for your brand image, because when people know what to expect, they’re more likely to trust (and buy from) you. 

Which brings us to the next win, ROI: Well-written copy is instrumental in securing conversions and boosting your return on marketing investment. 

So, what does it take to move your audience through the pearly purchase gates at the eleventh hour? Let’s investigate.

What Does a Sales Copywriter Do?

A professional copywriter is someone who produces persuasive copy for a range of media assets in your sales funnel. High-converting sales material comes with a series of goals, and a copywriter delivers on those objectives with a set of specialized skills. 

Goal No. 1: Capture and Hold Attention

Copywriting lays out a sequence of logical arguments that capture and hold an audience’s attention, while guiding them through the sales funnel toward the call to action (CTA). However, in a saturated market, audiences are more discerning about who they choose to listen to. 

Effective copywriters understand that the benchmark for a compelling headline is constantly shifting — and have the wherewithal to consistently spike engagement anyway. 

Goal No. 2: Establish Authority and Build Trust

Audiences are more likely to give up their time, money and attention when they: 

a) Know a brand, and 

b) Trust that the brand and its products are credible. 

The professional copywriter is tasked with conveying authority, credibility and authenticity in the market in a way that’s both accurate and compelling. 

Goal No. 3: Communicate Value

Organizations are currently prioritizing go-to-market initiatives such as upselling and cross-selling (53%), and new messaging and positioning (44%). A copywriter understands how to position a product or service’s benefits and values so they resonate with an audience to generate emotional buy-in. 

Goal No. 4: Drive Conversions

To raise conversions and boost ROI, a copywriter must know their audience, including demographics, goals, challenges and buyer objections. They then personalize the messaging to make the audience feel seen throughout the copy, all the way to the final CTA. HubSpot found that personalized CTAs increased conversions by 202% compared to generic ones. 

So, now we know what a copywriter does — how do they do it? Glad you asked. 

How To Write Great Sales Copy

Here’s where things get fun — we’re going to spill tricks of the trade to produce high-conversion copy like it was the Barney Bag of 1993. If you don’t have space to write copy yourself, we’ll also explore other avenues. 

Behold the copywriting formula that could’ve abolished our good friend Pascal Blaise from this article entirely: 

Respect the Sales Funnel

When people make a purchasing decision, they move through different stages. A simplified version of these stages includes awareness, interest, decision and action. Figure out where an individual is in the funnel and meet them there with your messaging. Here’s a practical application:

• Awareness: You might empathize with your audience’s needs and challenges to create rapport. 
• Interest: Introduce your products as a viable solution to achieving their desired outcomes, and your brand as a credible “guide” to help them move forward.
• Decision-making: Demonstrate why your product is the most compelling way for your audience to get their needs met. Here, you’ll want to address buyer objections and differentiate your product from competitors. 
• Action: Clearly ask your audience to take action toward solving their challenges with a strong CTA. This should absolutely align with the action you want them to take. 

Be wary about trying to go from zero to hero too quickly. The bigger the decision, the more commitment and emotional buy-in is required, and therefore, the more time it generally takes. A good copywriter holds the audience’s interest and always responds to their exact stage in the funnel.

Get Your Message To Land

Terms like “relatively affordable” and “adequate solutions” don’t drive conversions; value does. Copywriters walk a tightrope as they navigate the crosswinds of authenticity, honesty and credibility. Without balance, it can create confusing messaging and ineffective sales copy. 

To get the messaging right, let’s take a glimpse through the customer’s eyes with The Lean Beef Approach*.

The Lean Beef Approach

If you’re a customer buying 85% grass-fed lean beef, are you more likely to buy the packet that says: 

• 15% fatty beef that may cause cholesterol issues for some people, or
• 85% lean, grass-fed beef that’s high in iron for healthy blood. 

Most people would lean toward the latter because it conveys benefits in a way that resonates with their values. Same product, different message. But here’s the fine print, from us here at The Lean Beef Approach: 

• Do not lie about your product, and avoid misleading messaging. 
• If you’re in a regulated industry, you may be legally required to include disclaimers or product declarations. Keep compliance front-of-mind. 

*Note: This is not an official marketing term, but maybe it should be. 

Follow TRade Secrets

Every box of tricks has a few loose nuts and bolts to pull out when you need them. To create an effective sales page, you’ve got the following:

• Be creative, but prioritize clarity: In the depths of the attention economy, you won’t get away with bland copy anymore. A skilled copywriter keeps the copy spicy and engaging while clearly conveying the message. 
• Focus on the audience: They’re at the center of your business, after all. But don’t forget to tell them who your brand is, what it stands for and what it can do for them. 
• “Julienne” your words: By that, I mean cut, cut and then cut some more. Say ciao to fluff. Every word should have a function. If Pascal Blaise had written, “The shorter the letter, the longer it takes to write,” he could’ve cut his quote word count by 45% — and still retained the message. Clarity gets conversions. 
• Tell the audience what to do: A CTA button that says ‘Buy Now’ or ‘Contact Us’ is clear. ‘Proceed To Continue’ is vague, and ambiguity doesn’t convert. 
• Address objections: You will encounter friction. Maybe it costs too much, perhaps it takes too long. Address these concerns in your copy by emphasizing value. 
• Value > price: Most people would pay some price for your products — just maybe not your asking price (at first). Quell their concerns by demonstrating the genuine benefits and market differentiation. 

As you start writing your sales copy pages, remember: You might not need all of these tools all the time, but you will need most of them, most of the time. 

Get Help When You Need It

Copywriting not your thing? You’ve still got options, including hiring a freelance copywriter, recruiting in-house or going through an agency. The top three key skills you’ll want to screen your external writer for include: 

1. Proven results and experience: Ask for samples of their writing, or better yet, request that they complete a short, non-exploitative exercise relevant to your business. 
2. A strategic mindset: If a writer excels in cross-functional collaboration, they’ll be able to make better decisions with less oversight. 
3. Research-driven approach: This applies to getting a firm grasp on your audience as much as your brand and industry.

It’s also possible to use AI tools to create a high-converting sales page. However, you’ll want to ensure you’re using the right tools for the job — and keep a close eye on accuracy and quality before going live.

Create Sales Copy That Brings You All the Conversions

Strong, effective sales copy is a powerful tool to level up your content marketing and push your sales goals over the line. But it requires a combination of skills and time investment to drive real results. 

If you’ve got a way with words, feel free to use these tips to create high-converting messaging for your website. Alternatively, if you haven’t got the time to hone the skills and do your sales pages justice, leave it to the pros.

The post Sales Page Copywriter Tips: How To Write Effective Sales Copy (or Hire Someone Who Can) appeared first on Brafton.

In today’s hyper-connected era, every like, share and comment acts as a digital echo that can ripple across the entire web.

Social media is a powerful conduit for communication, awareness and engagement. It can be used to amplify a message and foster real interactions between real people the world over. And brands have become very wise to the potential of social media.

The more followers you have, the louder your voice. The bigger your follower count, the more impressions your content can make. Social media platforms are great for facilitating conversations and projecting brand humanity — key desires in today’s consumers. 

Success is now, in many ways, measured in likes and engagement rates; in fact, marketers regularly calculate engagement rate averages and follower growth rate figures to benchmark performance and forecast return on investment (ROI).

However, not all those hearts and thumbs-ups are created equal. In the clamor to boost their follower counts, it’s possible some brands and influencers were fooled by fake followers. Pushed to the extreme, some may even pay for such bogus traffic. 

Here’s what you need to know about these fraudster accounts and why they’re a net negative to your content, influencer marketing campaigns and overall social media presence.

A Rising Concern in the American Information and Media Market

Not all bots are bad, but the perception is that most are. Falsified social media accounts have become a nuisance and very often the source of endless amounts of spam. However, they can just as easily be semi-forged identities with real pictures and fake info that make posts designed to trick an audience. 

Either way, brands and influencers should stay on high alert, especially when dealing with fake followers and social media scandals that erode trust. Fake followers on social media have been a trending topic since the 2016 presidential election, when numerous fake accounts spread misinformation.

Such was the fallout that a late 2018 survey from Pew Research Center found two-thirds of Americans had at least heard of social media bots. The overwhelming context surrounding this public knowledge was negative: Of those respondents who had heard of bots, 80% thought they were used for negative purposes.

Political interference aside, bots have also been criticized for showing up in the follower counts of brands and social influencers. While Pew found Americans might support the government’s use of a bot to disseminate critical emergency information (78% deemed it acceptable), 67% said it would not be acceptable for an influencer to juice their following with bots. 

Brands pay the price when fake accounts number among their real followers — but it’s not always easy to cull such counterfeits from the crowd, particularly when they’re buried inside millions of followers or obscured by an inflated follower growth rate.

Why Are Fake Followers a Problem?

Most reputable brands and influencers understand the costs of buying followers — both in the real cash they hand over for impostors, and in the damage to reputation they incur when those accounts are eventually exposed. 

NFL Hall of Fame linebacker Ray Lewis lost nearly half his X (Twitter) followers in one day after the service scrubbed fake accounts during a mid-July operation that saw the following lists of several other celebrities drop precipitously. 

Besides, fake followers aren’t going to generate the type of engagement brands desire.

Still, even steering clear of nefarious pay-for-follower schemes doesn’t inoculate brands entirely against the threat of fake followers. These pretenders and bots have become legions across social media, ensnaring unknowing brands and influencers. 

Even former President Barack Obama lost a fraction of followers despite being nowhere near the shady businesses that peddle inauthentic accounts. The company at the center of that scandal reached a settlement with New York state in connection to the allegations of deceptive practices.

When influencers fake followers, the collateral damage extends to every partner brand because follower count engagement metrics suddenly become unreliable. That means your campaign’s follower checker tool or analytics dashboard can’t tell you whether impressive numbers actually represent genuine engagement.

To Catch a Fake Follower

The thick tangle of fake followers demonstrates the risks brands face in social media campaigns or influencer marketing partnerships — reputationally, financially and even legally. The value of likes can be diminished by the real threat of fake followers. So how can content marketers ensure real people populate their follower counts and that their influencer engagement remains authentic?

Truth is, while red flags do exist, it’s not an easy task to identify fake accounts. In the Pew research, few Americans who had heard of social media bots expressed confidence that they could identify one. Only 7% said they were “very” confident in their ability to spot a bot; that was more than doubled by the 15% who were “not at all” confident. 40% said “somewhat,” and 38% said “not very.”

Content marketers fighting the good battle against hoaxsters do have strategies available to them; strategies they can use to keep their real followers far from the madding fake crowd. Take a look below:

Look at the Metrics

One of the easiest ways to pick out a fake account is by examining a few key ratios. Not every bot is apparent on the surface of a profile picture, but its social activity is the tale of the tape.

Consider:

• Followers-to-following ratios: Unless it’s a known influencer like Kanye, who has tens of millions of X followers but follows fewer than a couple of 100 accounts himself, a disproportionate followers-to-following ratio can raise suspicions of a fake account.
• Average engagement rate and average likes per post: There should be some balance between how often an account posts and the frequency with which it receives comments, likes and such.

By consistently tracking monthly follower count, engagement and growth trend statistics, you’ll have a benchmark for genuine engagement. Thereafter, you can more easily spot fake followers when anomalies appear.

Sample the Content Quality

Taking one look at a user’s history of posting is an easy way to separate the wheat from the chaff. If they, for a wild example, post a picture of a pair of Ray-Ban sunglasses and tag every person under the living sun in it, it may be time to sever social media ties. 

However, it’s not always going to be as apparent as that. Fake accounts are often behind activity that is repetitive or blatantly promotional, or contains jagged syntax and excess punctuation. 

Fake followers often distinguish themselves from real people when you look at the comments they leave, especially on influencer marketing campaigns that should otherwise spark meaningful dialogue.

Use an Automated Solution

You’re not without assistance in addressing the tide of fake followers. There are a number of businesses that offer services that marketers can leverage. There are also free resources that brands, influencers and regular people can utilize. 

Simply do your research (make it thorough while you’re at it) plus your due diligence to find the resources, channels, platforms or tools that work for you.

Do a Spot Check

It also helps to be proactive. Content marketers often have hundreds of things to do, but take some time to undertake a bit of personal oversight. Doing a random check of recent followers is a good way to pick out the bad apples before they rot. 

Looking at the profiles of real people will help you get a better feel for how to identify the fakesters, even when they try their best to fool or scam their way in. 

A quick follower check, even once a month for starters, can reinforce your influencer engagement metrics and protect your brand from accounts with fake followers.

When you’ve taken all these steps, it’s time to remove the indisputably fake followers. Block those accounts and keep a further eye on ones that show red flags. 

With this information, these tips and modern follower checker tools, content marketers can make real progress in addressing fake followers, safeguarding genuine engagement and ensuring every campaign produces measurable, authentic results.

Editor’s Note: Updated November 2025

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