Did AI Dominate at Content Marketing World 2024? Not Exactly.

By Kori Hill Wallace

Last week, I had the opportunity to attend Content Marketing Institute 's conference in San Diego, a city I was exploring for the very first time. I left feeling inspired and excited about the future of marketing.

We’ve all been hearing how AI is taking over content creation, but my biggest takeaway from Content Marketing World 2024 wasn’t about machines—it was about humans.

The power of human-driven content

Sure, AI can churn out copy in seconds, but people are craving something deeper. Personal connections. Real voices. That's where thought leadership steps in, and this was a recurring theme at the event.

Building thought leaders in your organization

Michael Weiss of MEDL shared some insights on elevating your leadership team to superstar status. Here are a few gems:

• 80% of consumers trust a brand more when its CEO is active on social media.
• 45% of a company’s reputation is attributed to its CEO.
• Want trust? Show empathy and real human connection.

Takeaway? Market the person, not the product.

It was crystal clear to me: Now more than ever, it’s highly beneficial to boost the personal brand of your executives. For many brands, it should be a core component of their content marketing strategy.?

And while bringing that strategy and a solid plan to execs is crucial for buy-in, Michael also stressed that this content does not need to be overly edited, high production value video. In fact, it shouldn’t be. Get B-roll. Behind the scenes. Make it authentic, make it human!!!?

The rise of human-created content on SERPs

Zack Kadish of Conductor took us on a deep dive into how forums like Reddit and Quora are skyrocketing in organic traffic. Why? Google is prioritizing human-created content. These platforms offer great opportunities for content ideas and a peek into what people are saying about your products.

You can roll these tactics into SEO planning for 2025 and leverage these platforms not only for content ideas but also to tap into authentic conversations about your industry and products.

By understanding what people are really talking about, you can create content that truly resonates and answers the questions your audience is already asking. That’s the kind of strategy that leads to long-term organic growth.

Humanizing expertise: Connecting audiences to real voices

And I loved hearing how Andrew Hanelly and his team at Revmade helped harness and humanize the expertise of healthcare professionals at Northwell Health by creating The Well, a fact-based health and wellness content machine that provides information, support, and a good laugh—all by connecting community to real doctors in a human way. It was incredibly thoughtful and an amazing case study in how to purposefully use modern content formats while keeping your audience and their needs front and center.?

AI is cool but human connection wins every time

In a world flooded with AI-generated content, how do we as marketers rise above the noise? By staying true to the human connection that audiences crave—telling real stories, building trust, and crafting experiences that feel genuine and people-first.?

Attending Content Marketing World reminded me of this power firsthand. From connecting with colleagues to engaging with curious audiences in our Ceros booth, the week was a powerful reminder that people are at the core of effective marketing. The week gave me a great dose of inspiration and I look forward to attending again next year.