Marketers constantly ask how AI will shape content strategy and creation and improve business impact. Today’s announcement that Siteimprove is acquiring MarketMuse provides one potential answer, pointing to a new era with an AI-driven approach to the content lifecycle. Marketers will soon be able to create high-quality, discoverable content that engages audiences and delivers measurable business results.

Integrating Content Strategy, SEO, And Accessibility Matters

Despite advancements in digital marketing, many B2B marketers struggle with inefficiencies throughout the content lifecycle. Decision-making about what content to create or update often relies on subjective judgment rather than data, resulting in wasted efforts and missed opportunities to engage audiences. Content creation workflows also remain inefficient, with SEO frequently treated as an afterthought rather than a core component from the start. And without a deliberate, inclusive approach, accessibility is overlooked, preventing content from reaching its full potential. The combination of Siteimprove and MarketMuse shows promise in closing these gaps to ensure that marketers’ efforts work together and deliver higher return at a lower cost.

In an AI-driven future, marketers will transform their content strategy by:

  • Prioritizing content efforts with quality data and analysis. Platforms such as the combined Siteimprove and MarketMuse will allow you to analyze their website and search engine results, along with competitor content and rankings. With this data, you can quickly create a plan that identifies what content is needed, how much to produce, and when to update it — ensuring a more targeted and efficient content strategy.
  • Incorporating SEO best practices into content development processes. Optimize your content for user intent, traditional search engines, and AI-powered platforms such as ChatGPT and Perplexity. By embedding SEO throughout the content creation cycle, you make every piece of content resonate with your audience and rank effectively across both traditional and AI-driven search environments.
  • Owning topical authority and ensuring content accessibility. Establishing your brand as a topical authority not only expands your reach but also strengthens your credibility. By combining expertise with accessibility, making your content usable by all audiences, you boost your chances of appearing in search-generative results. This dual focus on authority and inclusivity enhances brand reputation and drives conversions, ensuring that your content is both impactful and widely discoverable.
  • Aligning cross-functional expectations with clear content briefs. Provide content creators with detailed briefs that outline specific topics, competitor insights, and strategic goals. This helps creators focus on delivering content that audiences value, rather than being left guessing, filling gaps with purpose and precision. Avoid inefficient review cycles and unnecessary rewrites with clearer direction at the content brief stage.

A Case For Tech Stack Unification

As generative AI reshapes what’s possible in marketing, many companies will move toward tech stack unification to streamline their processes and improve efficiency. For B2B marketers, this means consolidating the tools they use and considering whether an all-in-one platform that integrates content planning, creation, SEO, and marketing performance tracking can better meet their needs. With the combined capabilities of Siteimprove and MarketMuse, the opportunity to step into the future content lifecycle is here. Having AI-driven insights directly in the content management system empowers marketers to work with greater clarity, speed, and impact.

We’re here to help you transform your content strategy and content creation process to better engage your audiences. If you’re a Forrester client and want help evaluating your tech stack, refining your workflows, or assessing your team’s readiness for AI-driven approaches to content, connect with your account team or schedule a guidance session today.