Content Strategy in the Age of AI

Writing blog posts and landing pages to rank is no longer enough. AI is changing what visibility means, and tools like Google’s AI Overviews prioritise explicit, credible and genuinely helpful content.

Brands that want to stay visible need to think like publishers, not keyword-chasers.

This is how we approach content for our clients.

From SEO Tactics to Publishing Strategy

Search engines used to reward volume above all else—more pages, more keywords, more surface-level answers—for years. The focus was on quantity. Now, AI is shifting the focus to quality.

AI-driven search, like ChatGPT or AI Overviews, curates answers, selecting structured, trustworthy, and easy-to-understand content.

That’s why our Content Team asks a different question now: Not what will rank, but what is worth publishing.

That mindset changes everything, from how you plan your content calendar to how you build authority over time.

What AI Looks For and What We Are Building

At Bonfire, our team responsible for client content is already adapting to this shift. Each member of the team contributes to a future where content earns visibility through clarity, structure and trust.

• Bronagh Spence, Content Manager, is rethinking how authority is established online. Leading strategy for Cancer Council WA, she is designing content that AI tools can parse, trust and cite. Her work is built on depth, consistency and attributed expertise.
• Ivana Erceg, Senior Content Specialist, is focused on audience-first content that earns attention early. She is creating top-of-funnel strategies for two national retailers that engage users from the start and give them a reason to return. She researches topics and trends to create blog posts that address users’ specific needs and encourage them to explore brand offerings further.
• Simon Bruno, SEO and Data Technician, ensures performance stays measurable in a privacy-conscious world. By measuring events that matter to the client, he helps build a clearer picture of what content is moving the needle for clients.
• Shayan Azad, SEO Strategist, embeds long-term search performance into every stage of content production. His work ensures that strategy, tracking, and structure are aligned so that what we publish remains visible, credible, and accountable as AI evolves.
• Codi Cook, Junior Content and AI Technician, is testing the possibilities of human-AI collaboration. He is refining how we use AI to support thoughtful content creation while preserving the human touch by trialling our in-house tools across real briefs.
• Campbell McAullay, Junior SEO Specialist, is focused on local visibility at scale. Leading a Google Business Profile rollout for a multi-location brand, he is aligning each listing with brand integrity and local SEO. This is essential in a landscape where AI often elevates location-based results.

What Comes Next

Search engines, AI and users will overlook content that feels like SEO-bait.

The shift to a publishing-first mindset is already underway. Brands that adapt now will earn visibility, trust and a long-term advantage.

If you are ready to move from keyword-first to audience-led and performance-backed, we’re here to help. Head to our contact page to get in touch with one of our Senior Advisors.