Content Flywheels Without Retargeting: Why AIPowered, HumanLed Wins
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I had a blast joining the “Content Flywheels Without Retargeting” panel at Usercentrics' Privacy-Led Marketing Summit with Chloe Weisser and Steffen Hedebrandt, co-founder and CMO of Dreamdata. Our conversation addressed the reality that many of us are currently facing: cookie-based retargeting is fading, AI previews are siphoning off clicks, and brands need a more authentic and durable way to build demand. Enter the content flywheel. Here are some takeaways from our session!
The big shift I’m seeing with clients
The “zeroclick” model has changed the front door of the brand. Your website and other brand properties and channels are no longer the destination; it’s a feeder into LLM overviews and AI answers. That requires three mindset shifts.
- From keywords to questions
Stop optimizing only for keywords; optimize for the questions your audiences will ask AI systems. Structure content in clear Q&A formats, anticipate intent, and write for answer engines.
- From clicks to validation
If “click” is no longer the sole success metric, go deeper: What signals validate that your brand is the trusted source when an AI compiles its overview? Think sentiment, expert citation, technical depth, and consistency across owned and earned.
- From broad reach to authority building
Authority isn’t “spray and pray” SEO anymore; it’s topic gravity. Be the name that reliably appears next to priority topics across credible surfaces. This is where modern communications earns a revival—association and expert mention matter because LLMs connect brands to topics they’re consistently cited next to.
Measuring impact in a zeroclick world
During the panel, Steffen shared Dreamdata research showing that the average B2B deal spans roughly 211 days and 76 touches. Translation: attribution is multithreaded, and patience (plus rigorous instrumentation) pays off. Build a measurement stack that separates leading signals (e.g., qualified traffic patterns, branded search questions, AIoverview inclusion, expert mentions) from lagging outcomes (pipeline, demos, revenue).
Pro Tip: Define a “validation dashboard” alongside your funnel dashboard. Track where and how your POV shows up in expert posts, industry newsletters, creator content and, of course, AI answers.
Creators are gonna create: tapping real advocates and influencers to power the flywheel
Not every brand needs to spin up a new podcast or YouTube series on day one. When working with Wolters Kluwer Health on launching UpToDate Expert AI, we leaned into existing users – clinicians who already depended on the product. We onboarded them early, gave them access to the beta, and invited them to tell the story in their own words. That influencerled approach built credibility and momentum far faster than if we had tried to “become a creator” from scratch. And some pretty great content that furthered the reach and impact of our Newsweek exclusive like this post, too! LinkedIn Voices became a strong jumpoff point for distribution.
This is a strategy that can work for many brands and is a growing space to explore once again!
- Identify true believers already creating content in your category.
- Equip them with access, assets, and the “why now.”
- Let them articulate utility, trust, and validation in their own voice, then amplify thoughtfully.
Meeting audiences where they are
Personally, I’m bullish on podcasts because they allow depth and multitasking. They’re also where a culture shift is increasingly happening. The Call Her Daddy interview last year with Kamala Harris underscored a turning point that had been in the works for some time: people are getting information in new places, and brands must follow attention, not format. Doing the unexpected—while meeting your audience on their turf—wins.
AI is “fast food for the brain”…so be the balanced meal
I joke that my camera roll is full of hottip screenshots, but one that sticks is this: AI can be fast food for the brain. That’s exactly why human judgment, taste, and storytelling matter more, not less. But my actual hot take is that the future isn’t human versus AI, it is which side uses the other better. At Greenough, our charter is simple: AIpowered, humanled. Use AI to accelerate, structure, and stresstest; use humans to choose, interpret, and create meaning.
A flywheel game plan you can start this quarter
- Codify your “question map.” Identify the 50 most important questions your buyers ask and build crisp, citeworthy answers with proprietary proof.
- Package proprietary data. Benchmarks and unique datasets are catnip for answer engines—publish them in scannable formats.
- Design for association. Secure expert mentions, bylines, and thirdparty validations that repeatedly tie your brand to your core topics.
- Build your validation dashboard. Track presence in AI previews, expert posts, creator content, and category newsletters alongside pipeline KPIs.
- Activate real creators. Find and support users who already love you; let their credibility power your distribution.
Closing thought
In a world flooded with content and automated everything, human creativity is the spark that turns insight into impact. AI is an amplifier; the craft is still ours. If we build trustworthy, question-first content and invest in authority where audiences actually discover answers, the flywheel spins without chasing people around the internet. 😉
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
Boston Micro Fabrication
Laura Galloway, Marketing Director
As a small marketing team, having an agency partner that feels like a true extension of my team is invaluable. The Greenough Communications team is professional, responsive and has taken the time to understand our business, putting our brand in front of the customers who matter for our growth. I’ve been very happy with our first year of partnership and look forward to future success.
Acrolinx
Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
IQE
Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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Content Development
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