AI search engines don’t rank content. They cite trusted sources. That simple fact flips traditional SEO on its head.
On July 9, 2026, PRSA and Notified will host a live demo. It shows how to optimize, distribute, and measure content for AI-powered search. Jeff Heisler, Senior Sales Director at Notified, will lead the session. He helps organizations improve media outreach and PR measurement using the Notified platform. Melissa James, also Senior Sales Director there, supports communications teams in strengthening strategies through integrated technology.
AI platforms now rely on trusted content. Communications teams must find better tools to manage content that shapes AI answers. This shift means old methods of content ranking are obsolete. You don’t just want eyeballs—you want your content to be a source AI trusts.
Meanwhile, startup funding in the creator economy is booming. Hedra raised $32 million in a Series A round led by venture capital firm A16z. ShopMy isn’t far behind, pulling in $147 million in 2025 and hitting a $1.5 billion valuation. These numbers come from 48 pitch decks startups used to secure funding. Tony Tran, an investor, sums it up simply: “My pitch is always why, what, how, and why now?”
Marketing for Calgary businesses is also evolving. GrowME, a local marketing agency, builds lead generation through a full-funnel advertising strategy. This approach meets potential customers at every stage of their decision process—TOFU, MOFU, BOFU.
TOFU, or Top of Funnel, focuses on awareness. It uses Google Display, Meta awareness placements, programmatic display, and OTT channels. MOFU, Middle of Funnel, targets consideration. It relies on retargeting, case studies, comparison content, and testimonials. BOFU, Bottom of Funnel, drives conversion. It employs Google Search, Meta Leads, and conversion rate optimization techniques.
GrowME advises a balanced budget split: 20-30% for TOFU, 20-30% for MOFU, and 40-60% for BOFU. That’s where most lead-focused businesses find their sweet spot. Silverhorn, a developer of acreage lots west of Calgary, applied this full-funnel approach. The result? 766 leads at a cost-per-acquisition of $27.
“Most purchase decisions, especially in higher-consideration categories, don’t happen on first contact,” the marketing principle goes. GrowME’s strategy embraces that reality. They don’t expect instant sales. They build trust and guide prospects through the funnel.
These trends paint a clear picture. AI changes how content is valued. Startups raise huge sums by sharpening their pitch and timing. Marketers must adopt funnel strategies that reflect real customer journeys. The old ways won’t cut it anymore.
Based on
- 7 Steps to Automating Descriptive Statistics with Python — kdnuggets.com
- How to tackle estate planning basics in 6 steps | The Independent — independent.co.uk
- Read 48 pitch decks that creator-economy startups used to raise millions of dollars | Business Insider Africa — africa.businessinsider.com
- GrowME builds consistent lead generation for Calgary businesses | National Post — nationalpost.com
- Get Cited by ChatGPT: A PR Team’s Guide to Using Press Releases and Syndicated Articles | Markets Insider — markets.businessinsider.com
