Navigating the AI-Enabled Buyer's Journey: Essential Content Strategies for Product MarketersIn this episode, we explore the transition from traditional content marketing to the AI-enabled Buyer’s Flow. Discover how the rise of AI tools like ChatGPT and Claude are transforming the way buyers seek information and make purchasing decisions. Learn about the three key phases in the modern buyer’s journey—signal spark, peer echo, and demo hunt—and how to adapt your content strategy to meet these new demands.
I also dive into a 10-step content creation sanity check to ensure your strategies remain effective and relevant in this AI-driven landscape. Whether you’re a seasoned marketer or new to the field, this video provides actionable insights to help you create content that resonates with both human buyers and AI tools.00:00 Introduction to Modern Product Content Creation01:24 The AI-Enabled Buyer's Flow01:37 Signal Spark: The New Journey Trigger03:21 Peer Echo: Gathering Opinions04:04 Demo Hunt: Quick Proof of Concept04:50 Justification: Selling Internally05:32 Conclusion of Part One05:45 10-Step Sanity Check for Content Creation06:03 Strategy First: Align Before You Create06:54 Rewiring Your Mental Model07:35 Writing for Goldfish and AI08:14 Starting with Questions, Not Features08:57 Auditing Before Adding10:14 Gathering Feedback and Iterating11:08 Agency vs. Internal: Weighing the Trade-Offs11:44 Creative Briefs as Prompt Engineering12:15 Planning the Publish13:01 Final Thoughts and Playbook Recap
