Strategy First, AI Second

There’s a lot of hype around AI in marketing right now, and for good reason. It’s already transforming how teams operate, making it easier to execute tasks that once took hours. Content creation, campaign testing, and audience segmentation can now happen in a fraction of the time. But with all the excitement, it's important not to lose sight of what still matters most: getting the fundamentals right.

AI can help you move faster. What it can't do is decide where you're going. That’s why strategy has to come first.

At SHYFT Insights, one of the most important things we do with clients is help them land their positioning. That means clearly identifying who your ideal customer is, and more importantly, how deeply they feel the problem you’re solving. If the problem doesn’t feel urgent or meaningful to them, no amount of content, AI-generated or not, is going to drive real traction.

Once your positioning is solid, you can build a customer-centric inbound engine. This is where content marketing plays a key role. A strong engine does two things: it helps the right buyers find you when they’re ready, and it keeps educating and nurturing future customers until they’re ready to take action.

AI is incredibly useful at this stage. It can help you scale content, run tests, and optimize more efficiently than ever. But it’s only as effective as the strategy behind it.

Before you dive into tools and tactics, take the time to get your foundation in place:

• Is your positioning clear and compelling?

• Are you solving a real, felt need for your customer?

• Do you have a plan to consistently show up with content that builds trust and drives action?

AI can help you go further. But it's your strategy that determines whether you're headed in the right direction.

Ready to get that strategy in place so you're primed for success?