Organisations are producing more content than ever, yet much of what makes them credible remains difficult to find.

This is becoming a bigger challenge as AI changes how organisations are discovered and evaluated. Marketing teams can optimise content for search engines and AI-generated answers, but they cannot manufacture the independent credibility that makes an organisation worth recommending.

Matt McQueeny, our North American peer group leader, calls his approach Earnfluencing. It brings together earned media, storytelling and influencing, with an emphasis on building trust rather than buying attention.