S 01 | Ep 61 Navigating the Evolving Landscape of Content Marketing Pamela Wilson has been writing about content marketing since 2010 , authored two books on the subject , and is currently the CMO at Dental Claims Support , where she runs a content operation producing over 450 pieces of structured content that is now ranking highly on AI search tools like Perplexity . In this episode , she is direct about where B2B content keeps failing . AI has made the volume problem significantly worse , flooding the web with what she calls over - caffeinated intern output . Her team uses AI throughout production but treats it as a starting point , layering in real client quotes , accurate numbers , and a human voice before anything goes out . For tone consistency , she feeds detailed customer information into AI prompts and edits heavily , stripping out the hyperbole and the robotic openers . She breaks down how she targets beginner , intermediate , and advanced audiences differently , why the highest - performing content at her company tends to be comparison posts and objection - answering pieces sourced directly from sales conversations , and why gating strategy should flip the conventional logic : give generously at the top , but remove every possible barrier the moment someone is close to a buying decision .