Search is splintering, social media is changing, and AI is here, which means the playbook needs to be updated.

> For us who have built content and SEO engines in the past, we have to start to build engagement engines.
> > We have to move from an era where we did SEO-led growth and information-led growth, to engagement-led growth, personality-led growth.
> > -Marketing Against the Grain podcast

It’s about creating engaging media as more channels are creator-focused over brand-focused.