Professional content is in a hard reset. As AI pushes zero-click answers and attention splinters, value is shifting from volume to outcomes, trust, and time saved. In a frank conversation, 67 Bricks CEO Jennifer Schivas and CredSpark’s CEO Lev Kaye argue for a new playbook, one that integrates insights into workflows, links content to data, and treats audiences as collaborators whose declared needs matter more than inferred clicks
Your content probably isn't underperforming because it's low quality. It's underperforming because it's only doing half the job. The companies that win over the next few years won't simply create more content. They'll create content that generates buyer intelligence, strengthens sales conversations, and drives measurable pipeline.
The story about audience engagement you’ve been fed by the media industry is fiction. Clicks, views, likes, and other traditional KPIs have been used as measuring sticks of engagement. In today’s reality, they are pretty close to meaningless and valueless. And in many cases, they’re not even measuring human activity.
In an era of misinformation and AI-generated noise, the brand and reputation behind professional content is a critical part of its value.
To boost engagement and hyper-qualify leads, innovative brands are placing interactive content at the front of their sales enablement and lead generation efforts. Strategically designed interactive content experiences can accelerate the sales discovery journey; ensure leads are sales qualified; and capture actionable data to better inform outreach efforts.
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