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# Does content marketing still work in the AI era?
- URL: https://www.saasmarketingexperts.com/takes/does-content-marketing-still-work/
- Published: 2026-11-09T14:53:19.000Z
- Updated: 2026-11-12T12:50:29.000Z
- Description: 4 expert takes. Updated Nov 9, 2026.
- Author: SaaS Marketing Experts
- Tags: #take

**Short answer:** It depends on what kind. Kieran Flanagan and Adam Schoenfeld say the old playbook of blogs, SEO and gated ebooks is tired, and the growth has moved to creators, executives' own posts and original data. Ross Hudgens and John Bonini say the content that works is the kind few teams still make: only 2.4% of B2B SaaS blog posts say something a competitor couldn't.

## What the experts say

### [Only 2.4% of SaaS blog posts say something new](https://www.linkedin.com/posts/jbonini%5Fb2b-saas-blogging-benchmarks-2026-activity-7523765680932888576-okMq?ref=saasmarketingexperts.com)

**John Bonini** (Content Brands) · Nov 4, 2026  
John analyzed 37,630 posts from B2B SaaS blogs. Half of mid-market companies published more this year, but only 2.4% of posts say something a competitor couldn't, down from 3.2% before ChatGPT. The question, he says, is whether you're publishing "something ownable that people will remember and AI can cite."  
[**→ Read John's post**](https://www.linkedin.com/posts/jbonini%5Fb2b-saas-blogging-benchmarks-2026-activity-7523765680932888576-okMq?ref=saasmarketingexperts.com)

### [End-to-end AI content isn't generating ROI](https://www.linkedin.com/posts/rosshudgens%5Fmarketers-reporting-strong-content-results-activity-7520861979356508160-VPOq?ref=saasmarketingexperts.com)

[**Ross Hudgens**](https://www.saasmarketingexperts.com/experts/ross-hudgens/) (Siege Media) · Oct 27, 2026  
Marketers reporting strong content results just hit a 10-year low. Ross says CEOs have wanted more, faster and cheaper, so the big content investments that work went unfunded, but executives are starting to see that "end-to-end AI content isn't generating ROI, even if it is generating content."  
[**→ Read Ross's post**](https://www.linkedin.com/posts/rosshudgens%5Fmarketers-reporting-strong-content-results-activity-7520861979356508160-VPOq?ref=saasmarketingexperts.com)

### [Inbound is up, but it's a new inbound](https://www.linkedin.com/posts/adamschoenfeld%5Fthis-chart-made-me-think-about-how-much-activity-7520167121553686528-DmZs?ref=saasmarketingexperts.com)

[**Adam Schoenfeld**](https://www.saasmarketingexperts.com/experts/adam-schoenfeld/) (Keyplay) · Oct 25, 2026  
Inbound is the #1 GTM motion and growing, from 23% to 26% in Kyle Poyar and Maja Voje's 2026 report. But Adam says the old playbook of gated ebooks, blogs and SEO "got very tired," and the new one is creator programs, executives' own posts, free tools and AEO.  
[**→ Read Adam's post**](https://www.linkedin.com/posts/adamschoenfeld%5Fthis-chart-made-me-think-about-how-much-activity-7520167121553686528-DmZs?ref=saasmarketingexperts.com)

### [Content marketing as we knew it is over](https://www.linkedin.com/posts/kieranjflanagan%5Fcontent-marketing-as-we-knew-it-is-over-activity-7519019211646722049-XZq9?ref=saasmarketingexperts.com)

[**Kieran Flanagan**](https://www.saasmarketingexperts.com/experts/kieran-flanagan/) (HubSpot) · Oct 22, 2026  
Kieran says AI and zero-click search have commoditized the old playbook. The best companies now win with creator programs, founders with a point of view, original data, entertainment and short-form content, and HubSpot itself gets more growth from creators than it did from blogs.  
[**→ Read Kieran's post**](https://www.linkedin.com/posts/kieranjflanagan%5Fcontent-marketing-as-we-knew-it-is-over-activity-7519019211646722049-XZq9?ref=saasmarketingexperts.com)