Rosanna Campbell shares insights from her work with 11 B2B SaaS content teams, highlighting how they're adapting their strategies in response to AI advancements. Strong SEO practices remain essential, but these teams are now focusing on off-page tactics. They engage in forums, boost customer reviews, and pursue guest posting to enhance visibility. Additionally, they're refreshing their on-page content with techniques that align with language model preferences, such as chunking information and simplifying language for clarity. Several teams are shifting their content strategies toward bottom-of-funnel (BOFU) listicles and experience-based product reviews, which prove effective even when organic traffic fluctuates. One team is reallocating budget from SEO to earned media, leveraging expert interviews and original data to create compelling stories. On LinkedIn, teams are investing in personal branding for executives and training employees to engage authentically. This shift emphasizes building relationships over simply broadcasting company messages. The conversation also touches on the importance of interviews with industry leaders and ideal customer profiles (ICPs) for generating rich, insightful content. The strongest teams are blending SEO, authority building, and social media strategies, recognizing that effective content creation now requires a nuanced approach that integrates multiple channels. The goal has shifted from producing more content to creating credible, authority-driven material that resonates with audiences and meets higher standards set by evolving AI technologies.