So research, competitive analysis, and simply synthesizing what the client has said all fall to the wayside. They get done fifteen minutes before or after a meeting, by whoever happens to have the time to spare, if at all. The cracks start to show. Every time the client has to clue in the agency or bring them up to speed on something the agency is expected (rightfully or not) to already know, it causes retention to erode.
Primary Fix: Never Show Up Empty-Handed
Clients hate a blank page (or whiteboard) just as much as anyone. Agencies must treat content ideation as a core deliverable, not prep work. So, be sure to bring strong, market-differentiating ideas to the table:
- What’s new with the client and competitors? New features, integrations, offerings?
- What’s changing in the industry environment? New issues, breakthroughs, challenges, regulations?
- How does the client think or operate differently? In other words, how is everyone else getting it wrong?
- What are industry experts saying? How does the client’s view reinforce or contradict the common wisdom?
Agencies can’t rely on the client to act as their conduit to the broader conversation of the client’s world. Agencies must tap into this world independently and connect internal truths (features, perspectives, experience) to external developments in order to fuel content ideation with powerful, relevant angles. AI can serve as this connector.
AI Content Strategy: What AI Should Actually Be Doing Inside An Agency
Most AI content strategies treat AI as an execution layer, when it works far better as a source layer.
But, as we’ve said, a general LLM lacks bleeding-edge knowledge, hallucinates citations, and works on the same data as every other agency. That’s what leads to the sea of sameness: AI slop. Everyone’s using the same tools and prompts with no unique source material.
We built Chatter to serve as this source layer, keeping a pulse on industry developments and tapping into the living conversations around the latest developments. That way, marketers can always be the first to know and shorten the timeline to reach the perfect idea.
E-E-A-T Still Wins: Why Thought Leadership Pays Off More Than It Used To
Speaking of powerful content, the appetite for thought leadership is coming back into fashion because it pays off in a way it didn’t a year ago.
Because thought leadership content comes from a specific person with specific authority, it carries the high-trust signals that AI search engines and LLMs use to create valuable outputs. Publishing thought leadership content on a regular cadence teaches AI systems that the thought leader owns a particular subject.
Generic AI output, plausible for anyone and owned by no one, simply doesn’t carry as much weight.
Step-by-Step: How to Source Ideas Your Client Can’t Get From ChatGPT
Content intelligence makes sure the agency is the first to know, and the first to know what to say. This means staying up to date with news,…
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