Anna Sonnenberg

Generative AI was supposed to free content marketing teams to do their best work. It promised more capacity and less busywork, which is a beautiful idea in theory. Instead, teams often end up using that new cranial real estate to publish more of the same, just faster. The result is a web flooded with AI-generated output that doesn’t rank, has no meaningful impact, and is largely indistinguishable from the countless other pieces of content that cover the same ground.

Comparing AI Overviews and featured snippets may seem like a fool’s errand, given that AI Overviews have grown to dominate a large part of Google search results. However, featured snippets haven’t been completely eliminated yet. Understanding where, when, and why each type of search engine results page (SERP) feature appears can help you optimize your content for one or the other — or both.

Content repurposing takes a single piece of existing content, such as a blog post, video, or webinar, and transforms it into multiple formats for various channels. Your content repurposing map is your production plan: It outlines how you’ll break down an idea and prepare it for distribution across channels.