Stop assuming that 'producing content' is a necessary component of modern SEO - Jono Alderson

Jono Alderson shares that we should stop writing articles. He says "Stop assuming that 'producing content' is a core, valuable, or necessary component of modern SEO. Burn your content marketing playbook, and critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of (types of) queries."

Discussion points include:

Why do we need to burn our content marketing playbook?

How do we critically assess the role of content in a world where Google can synthesize answers to increasingly large numbers of queries?

What does this do - how do we adapt our strategy?

What does a content marketing playbook look like in 2025?

What content strategies won’t make it?

Is AI going to make content marketing doomed?

Can we use AI in a way that augments our content, without fear of being gazumped?

How does this affect the setting of an SEO strategy?