The article discusses the evolving landscape of marketing with a focus on user-generated content and AI-enhanced search. Shelach Dolan emphasizes the importance of engaging in existing conversations on platforms like Quora, rather than trying to create new content. By targeting users at different stages in their journey, businesses can tailor their campaigns effectively. Additionally, establishing credibility involves providing genuine assistance through knowledgeable individuals, thus fostering trust and authority within communities. Overall, Dolan's insights highlight a strategic approach to navigating the challenges of modern SEO and content marketing.
"Businesses can start where the users are, regardless of where that is in the funnelâ¦use existing conversations to meet your users where they're at."
"Dolan says that brands can build authority and trust on public forums by genuinely answering people's questions."
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