Artificial intelligence (AI) is changing how organizations’ marketing teams maintain internet traffic, score high ranks in search results, and continue to get high-quality referrals. The question is what to do …

One recent analysis—Why Content-Driven Branding Is The Real Fix For Zero-Click Traffic Loss—points to the increasing importance of great content—and a great content strategy—to maintain those referrals. For most organizations, this means expanding their public-facing persona to the “branding through content” concept.

This concept is the practice of aligning all written, spoken, and visual communications with an organizational brand’s personality. That includes website copy, blog posts, articles, webinars, and marketing materials plus newsletters, podcasts, and videos. To be competitive in an AI-ruled online environment, branding needs to…