The Invisible Sale in the Age of AI: Why Content Marketing Still Matters More Than Ever

Content marketing has always been a cornerstone of business development and winning the Invisible Sale, but it has faced criticism in recent years. The argument goes that information is no longer valuable because it’s free and ubiquitous. Some believe the battle for content is over and that only profound, groundbreaking insights are worth sharing. These ideas suggest that content marketing has lost its power.

But as someone deeply entrenched in the strategies of invisible selling, I strongly disagree.?

Content marketing is not only alive and well—it is evolving into an even more critical component of business development success.

I recently read Viralnomics by Jonathan Goodman. It's a pretty good read and has a number of thought-provoking ideas. The passage in the post image caught my attention, and I haven't been able to stop thinking about it all weekend.?

Is Information No Longer Valuable Content Marketing??

Information is no longer valuable. What you have to say is being said for free by thousands of other people on the Internet.

To an extent, this is true. Information is abundant, and AI tools have made it easier than ever to mimic expertise. But does that mean information is no longer valuable? Not at all.

Information is like raw material—plentiful but only meaningful when processed into something valuable and actionable.

The key isn’t having unique information; it’s delivering it in a way that resonates with your audience. A simple concept explained with clarity and applied to a specific problem can feel revolutionary to the right person.

Thought leadership today isn’t about shouting into the void—it’s about cutting through the noise with ideas that stick.

And here’s the kicker: agencies are uniquely positioned to do this. Why? Because while general knowledge may be free, your perspective, process, and client-centric application of that knowledge are not. Content Marketing that draws on your experience, your client successes, and your unique way of solving problems is inherently valuable.

The information isn’t the product—you are.

Do You Have to Be a Researcher to Create Profound Content Marketing?

The honest truth is that unless you’re a leading researcher, you have nothing profound to offer in terms of content.

This statement dismisses the potential for creativity and synthesis. Profundity isn’t limited to new discoveries; it can also emerge from new connections. In fact, some of the most impactful ideas in history weren’t about inventing something entirely new but about rethinking and reframing what was already known.

Here's a personal example. Years ago, I was hired to work on a casino account in Louisiana. I don't gamble—just not my gig. But I had some great experience, and the agency here figured I could do it. So they hired me.?

When I met with the client and team for the first time, the creative team walked me through the planned launch campaign. It was classic casino advertising: you give away a car, we'll give away a boat. You give away a bigger boat, we'll give away an RV.?

I get it. After all, one craps table is basically the same as another, and is a slot machine in Casino A any better than the same slot machine in Casino B? Probably not.?

BUT.....?

This casino was fundamentally better in every customer experience dimension imaginable. Better parking, entertainment, and food options, and it boasted the only riverfront bar available in the city.?

Having just spent a few years working in the airline industry, where most of the marketing was "tactical superiority messaging" oriented (more destinations, more flights daily, more seats, etc), I was immediately struck by this seemingly obvious oversight.?

My response was simple: Why are we leveling the playing field??? Why, when we clearly have a superior product offering, are we not hamming that point home to the customer? Why aren't we leveraging our advantage while we still have it and before the other casino (there were only two in town) can elevate their customer experience to match?

Long story short: everyone, client included, saw my point and hopped on board with this new tactical superiority messaging strategy. The casino opened a short time later and immediately captured and maintained a 60% market share for over a year.?

Was my idea profound? In the airline world, no. In the regional riverboat casino world -- yes.?

Connecting old dots in new ways IS and will always be profound and, more importantly, valuable.

As agency leaders, you have a front-row seat to your clients' challenges. You know their pain points, their misconceptions, and their aspirations. You create profound value by connecting old dots in new and unexpected ways.

The Role of Positioning and Packaging of Your Content Marketing

The key to success is how you position and package your information.

This point is valid, but it comes with a caveat. Too many would-be thought leaders focus on the glitter—polished graphics, trendy jargon, and overproduced content—without delivering the substance that truly engages audiences.

Think of it this way: packaging gets someone’s attention, but substance earns their trust.?

Both are necessary. Agencies should focus on presenting ideas clearly and authentically, not just beautifully. Your audience wants solutions, not fluff.

That said, proper positioning can amplify your message, but it’s not just about catchy headlines or framing trends—it’s about claiming your space in the market as the definitive voice on a subject. Positioning is the art of anticipation. It’s about seeing the shifts in your industry before they fully unfold and aligning your content to address the questions your audience doesn’t even realize they should be asking yet.

Proper positioning transforms your content from just another voice in the crowd to a beacon for your audience. Done well, it doesn’t just get attention—it builds trust, creates anticipation for your next insight, and establishes your agency as the go-to resource when the time comes to act.

Why Connection Is the Real Currency of Content Marketing & Thought Leadership

How much do your readers connect with you, the author, and what will they gain by passing on the information?

This is perhaps the most important point in the entire commentary. At its core, content marketing is about building relationships rooted in credibility and trust. The Invisible Sale is rooted in becoming known for knowledge that positions you or your agency as the most credible resource and gives your audience permission to trust you. And trust comes from authentic, human connection.

As an agency leader, your content marketing goal isn’t just to inform—it’s to inspire. When readers see themselves in your stories or feel understood by your insights, they’re far more likely to engage with you. They’ll share your content because it resonates, not just because it’s useful.

Think of the best thought leaders you follow. What sets them apart?

Chances are, it’s not just their knowledge—it’s their relatability, their willingness to be vulnerable, and their knack for storytelling.

Your content should aim for the same. Don’t just explain what you do; show why it matters.

The Content Marketing Battle Is Far From Over

The battle for content is over; anybody can rehash the facts.

This statement misunderstands the nature of the game. Yes, basic content marketing has become commoditized. But that doesn’t mean the battle is over—it means the rules have changed.

In the early days, content marketing was like checkers. You created blog posts or whitepapers, optimized them for search engines, and waited for leads to roll in. Today, it’s more like chess—or maybe that cool 3D chess game Mr. Spock was always playing.

You’re not just competing for attention; you’re competing for trust, engagement, and advocacy.

Winning this battle requires strategy. It means understanding your audience deeper, anticipating their needs, and delivering value at every touchpoint. It also means leveling up your content game. Video, podcasts, interactive tools, and personalized experiences are no longer optional—they’re essential.

The agencies that embrace this complexity and play the long game will come out on top. They’ll be the ones capturing the Invisible Sale, while those stuck in the old ways of content marketing will fade into irrelevance.

The Path Forward for Agencies Trying to Win The Invisible Sale

So, what does all this mean for your agency? First, it means rejecting the idea that content marketing is dead or irrelevant to position and winning the Invisible Sale. It’s more critical than ever—but only if you’re willing to adapt.

Here are three actionable steps to position your agency as a thought leader and drive business development through content:

• Focus on Original Perspectives, Not Original Information Don’t worry about being the first to break the news. Instead, focus on adding context, insight, and actionable advice to the conversation. Share how you’ve solved similar problems for clients or offer a unique framework for thinking about industry challenges.
• Invest in Multi-Channel Content Marketing Blogs are still valuable, but they’re not enough. Experiment with other formats like video, webinars, and podcasts to reach your audience where they are. Invest time in securing guest posting opportunities. Speak at conferences and offer yourself as a guest on relevant podcasts. Consider creating content tailored to specific stages of the buyer’s journey and spread it all over your Propinquity Points.
• Prioritize Connection Over Perfection Authenticity beats perfection every time. Share stories, admit failures, and let your personality shine through your content. People want to do business with people, not faceless agencies. I cannot emphasize this point enough.

When I "put myself out there" and share deeply personal experiences, failures, or hardships as part of my journey to gaining the knowledge I share in my weekly emails, my LinkedIn Newsletter, or on my blog, I am always touched by the readers who email me or drop me a note on social or via text telling me how much they enjoyed the content or how it touched them or made them feel seen and empowered to push beyond whatever boundary was holding them back. ?

Lagniappe: we always end up having a short back-and-forth conversation, a fantastic way to stay in touch and build deeper relationships with people.?

The New Era of Using Content Marketing to Win The Invisible Sale

The Invisible Sale thrives on trust, and trust is built through thoughtful, relevant, and engaging content. The battle for content isn’t over—it’s just changing, like everything else in life.

But, for agencies willing to embrace this evolution, the opportunities are limitless.

So, what do you think? Is your agency ready to take on the 3D chessboard of modern content marketing? Or do you see things differently?

Let me know.

- Tom

?

I'm hosting THREE briefing sessions in February, where I'll share the results of our LinkedIn Content Engagement study. Feel free to join me to learn how to use LinkedIn more effectively.?

February 4 @ 11:30a central

February 10 @ 9:00a central

February 18 @ 2:30p central