Not long ago, creating a new content strategy was much simpler. Print ruled. A custom magazine. A brochure. Expensive? Sure. Hard to measure? Yup. Hard to scale? 100%. It worked, though, because choices were limited, your pathway to the consumer via the mailbox was assured, and a printed piece meant that what your brand had to convey was substantial.
Today, content strategy has evolved as dramatically, as has the broader media landscape. Likewise our parent company: Dotdash Meredith is now People Inc. As a result, our division is now Content Solutions at People Inc. Why the change? Because through every shift—print to web to SEO to GEO—one principle has guided us: by people, for people. That belief is more than a slogan. It’s a commitment to human-led creativity, storytelling and authenticity that connects with the people we serve and strategies that put audiences first.
From the web to social to video and influencers, every platform has changed how brands need to show up. Owned channels gained control, then lost it to shifting algorithms. Video raised expectations. Influencers extended reach but diluted control. Now AI is rewriting the rules again — scaling creativity, personalizing in real time, amplifying insights but limiting organic reach. Yet one truth cuts through the noise: Trust, relevance, and authenticity still matter most. Audiences can smell generic. They crave the genuine. They demand substance, and content that delivers connection, expertise, and the authority that only humans can represent — this is what earns consumers’ trust.
As the reliance on the Google generated blue link on a SERP diminishes, brand-owned channels are making a comeback. Your website. Your newsletter. Your podcast. Your app. Even print. These aren’t just platforms. They’re pathways to your customers that you control, the places where you own the story, the data, and the relationship that lasts beyond the next disruption.
Recent thinking from our strategists also confirms this:
- In “It’s Time to Rethink Thought Leadership” we highlight how brands must move from safe opinion to bold perspective to own a space in the minds of their audience.
- “How a Hybrid AI-Human Approach Transformed Content Strategy for Goldfish Swim School” shows how pairing AI with humans lets brands scale without losing authenticity.
- From “The Future of SEO Is Bigger Than Search,” we learn that SEO isn’t just about being found—it’s about how discovery, intent, content experience, and owned channels work together. And while the focus is on AI, don’t lose focus on traditional search either.
“By people, for people” is the driving force behind these five strategic imperatives for content marketing in 2026:
- Reclaim control. Place owned channels at the center of your ecosystem. Everything else should extend, not replace, that foundation.
- Have a perspective. Safe, generic content won’t earn trust. Brands need a distinct point of view that shapes the conversation.
- Build credibility. Audiences reward consistency, depth, and authenticity. Treat trust as a strategic asset, not a byproduct.
- Balance scale with soul. AI can multiply ideas, but humans must set the vision, values, voice, and creativity.
- Design for resilience. Strategy isn’t just about today’s clicks; it’s about building a system that survives the next disruption.
We’ll leave you with this thought: the future leaders in content marketing won’t be the ones chasing AI-generated hysteria. They’ll be the ones creating what no algorithm can replicate: original, human-driven ideas and content. By grounding everything in human creativity and authentic perspective, we ensure brands stand out and win where it matters most.
That’s why Content Solutions at People Inc. will continue to keep things grounded for our clients: By people, for people.
Author Bio
Dan Rubin is a 25+ year veteran of digital and content marketing who brings his expertise from working with Fortune 500 clients across industry verticals to Content Solutions. He is responsible for strategic solutions and marketing support for Content Solutions, Targeted Media Health and People Inc. Accolades.