If there’s one person on the planet I’ve known and trusted to answer: what is the future of content marketing for years, it’s Andy Crestodina. When I first met Andy back in 2008, he was already emerging as someone with brilliant, big ideas. We’ve seen each other at Social Media Club Chicago events, SobCon, and it was great to see him on stage at AMA Chicago BrandSmart in April. Today, Andy boasts over 200,000 subscribers to his LinkedIn newsletter, and his company, Orbit Media, specializes in building exceptional websites.
I can personally vouch for Orbit Media’s expertise. When one of our clients wanted to upgrade their site, I didn’t hesitate to recommend Andy’s team. We’d worked with other website designers before, and while our SEO was pretty good, the site’s user experience didn’t measure up to our client’s goal of being the best in the business.
When the site launched, it was clear from the first visit that there was no competition. They were absolutely best in class, with their online presence finally matching what everyone in real life already knew: they led the market. Thanks to Andy and his team for delivering a fantastic experience that contributed to converting visitors into customers.
Andy has long been at the top of my list of guests I’d like to interview. While we could have talked shop for hours, I’m excited to share this 20-minute overview of what to watch and what to do in the world of content marketing and blogging.
What is the Future of Content Marketing? How to Thrive in the AI Era with Andy Crestodina
In the latest episode of Growing Social Now, Barbara Rozgonyi sat down with Andy Crestodina, co-founder and CMO of Orbit Media, to discuss the evolving world of digital marketing, SEO, and AI’s impact on content creation. This powerhouse conversation blends insights from a marketing veteran with actionable advice for marketers navigating today’s rapidly shifting landscape.
Blogging in the Age of AI: Is It Dead?
Andy’s agency, Orbit Media, just wrapped up its 11th annual blogging survey, and while many marketers are reporting that SEO has become increasingly challenging, Andy doesn’t believe blogging is dead. Instead, he argues that AI is pushing marketers to rethink their strategies—especially when it comes to creating differentiated content.
“AI has revolutionized the efficiency side of content creation, but that’s also its weakness,” says Andy. “If anyone can produce content from the same prompt, what’s the point? Differentiation is more critical than ever.” In his words, AI should never replace deep, human-created content that offers unique research or strong opinions—two areas AI can’t yet replicate.
Why Original Research and Strong Opinions Matter
One of the standout moments in the interview is when Andy stresses the importance of primary research and opinionated content. “Years ago, Steve Rayson from BuzzSumo found that original research and strong opinions generate the most shares and backlinks,” he notes. These content formats perform well because they deliver something truly unique. Whether it’s a survey of 1,000 bloggers or a bold take on industry trends, this kind of content positions you as a thought leader—something AI cannot accomplish.
“If you want to be the primary source of new information, you need to do the hard work. AI can’t collect or analyze new data—it can only regurgitate what’s already out there,” Andy explains. And when it comes to strong opinions? “AI doesn’t care about coffee, for example, but I do. I can tell you that cream ruins coffee and it should be dark and smoky. AI can’t offer an opinion like that.”
AI for Research, Not Content Creation
Though he is cautious about using AI for content creation, Andy sees its value in research. In fact, he offered a practical tip during the episode: “AI is great for brainstorming ideas, like using it to generate a list of emotionally charged topics for office managers. But you still have to decide which suggestions are worth pursuing.”
Andy gave the example of using AI to prompt ideas for blog posts about office culture, such as whether open office plans boost productivity. “You need to be critical of AI’s responses, but the ability to provoke emotion is key for social engagement—and AI can help spark those ideas,” he says. Using AI for performance improvements like SEO and lead generation is another area where he sees huge potential.
Staying Human in a World of AI
The core message of the interview? Stay human. While AI may be the latest buzzword in digital marketing, Andy warns marketers not to lose sight of what truly matters: authenticity, original thought, and genuine connection. As Barbara echoed, “Authenticity can’t be faked by AI.”
Even as digital marketing evolves, the fundamentals—research, opinions, and authentic content—are more important than ever. AI may change the way we gather data or optimize for SEO, but it can’t replace the human touch that makes content stand out.
What’s Next?
Wrapping up the interview, Andy teased the release of Orbit Media’s 11th Annual Blogger Survey and hinted at new content on the horizon that will dive deeper into these topics. As AI continues to reshape the industry, marketers need to strike a balance between leveraging technology and maintaining the human-centered approach that makes content truly impactful.
Want more insights from marketing’s top thought leaders? Subscribe to Growing Social Now and keep learning how to stay ahead in the ever-changing digital world. Follow Andy’s newsletter on LinkedIn for his latest content strategies, SEO tips, and expert takes on AI’s role in marketing.
About Andy Crestodina
Andy Crestodina is the co-founder and CMO of Orbit Media, an award-winning 50-person digital agency in Chicago. Over the past 24 years, Andy has provided digital marketing advice to 1000+ businesses. Andy has written 600+ articles on content strategy, SEO, GA4, AI and visitor psychology. These articles reach more than three million marketers each year. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.
About Barbara Rozgonyi and Growing Social Now
Barbara Rozgonyi, a leading authority in social media and digital marketing, is a speaker, business growth coach, workshop facilitator, and Fractional CMO marketing consultant. Barbara hosts the Growing Social Now podcast and publishes the top PR blog, wiredPRworks. Through insightful interviews and thought-provoking discussions, Barbara empowers brands, marketers, and entrepreneurs to harness the full potential of digital media for business growth and community engagement. With a finger on the pulse of emerging trends and technologies, Barbara’s platform serves as a valuable resource for navigating the ever-evolving digital marketing landscape with high-level marketing intelligence.
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