For the past 2 years, Writers vs AI Content has been all the hype in marketing discussions.
Going into 2026, most teams have tested AI to write content and writers have either added it to their workflows or position themselves as 100% human writers.
For this episode, I sat down with Pawel Tatarek, an experienced B2B Content Writer & Editor to discuss how content marketing has changed.
In this conversation, you will listen to
Attribution for content (and how to sell it internally),
Human vs AI,
Key trends for content in 2026,
SEO vs multi-channel content, and
Data-driven, thought leadership content.
AI search is changing the game.
Minuttia helps B2B companies dominate search—not just traditional SEO, but AI-driven discovery too.
Develop AI + Google search strategies
Create high-quality human and AI content
Amplify visibility through Digital PR
Continuously improve with agent analytics & reporting93% of our clients stick around.
If you want to win on AI search before it’s table stakes, talk to Minuttia.
The Attribution Nightmare & Value of Content
Content has always had SEO and Social Media traffic to help assign attribution to content efforts. Today, proving the value of content is becoming much more difficult.
CMOs, CFOs, CEOs, and the Board are asking the ROI of content.
How do you prove a content writer’s worth with performance metrics, if visits to the website from organic channels declines?
Author’s Note: In my opinion, we are going deep down in a low attribution world, where every channel struggles to attribute results.
Here are a few ways to prove attribution:
Self-attribution - adding a step for users to self-attribute where they found you.
Assign value to other metrics - for example impressions, shares, mentions, etc.
Leads - lead magnets can still provide value through the numbers of leads attracted, or leads that came from other content pieces.
Author’s Note 2: The best CMOs are not the ones who measure performance at every turn, they are the ones who follow their guts and take risks to non-attributable channels they know will work, but able to defend their work to CFOs with overall business performance.
Human vs. AI Writer
Through the conversation, we both agreed AI has a place in the content writing process.
Supporting on research
Drafting
Spinning, or rewriting
Even some top-of-funnel content can be mostly written with AI, but would need a human editor to ensure quality.
But, the lower you go into the funnel, the more SMEs are important.
Writing convincing copy with industry expertise is something AI cannot be trusted to do. Being 90% accurate does not cut it, especially in specialized businesses where the client expects industry knowledge.
But… there are two “armies” the pro-AI and the anti-AI. Pro AI business owners will always prefer to not pay for human writers, no matter the cost or arguments.
If you are a B2B Writer, go towards the route of least resistance. Work with people who believe, trust, and support your craft!
2026 Content Trends
We also discussed a few trends we see emerging around content:
Shift to Data-Driven & Thought Leadership: The demand is moving away from generic SEO posts toward “Data-Driven Content” (original research studies) and deep thought leadership. This is the only way to stand out in a sea of commoditized AI content.
Repurposing is the New Standard: You can no longer write just for Google. Content must be repurposed for newsletters, social media, Reddit, and YouTube to be effective.
Personal Brands: The founder’s brand, employee advocacy, and thought-leadership from the company on social media is the way to go. Especially today, where user generated content (UGC) is more important to get beyond the AI hype.
Visuals & video: With AI overviews (like Google SGE) citing images and videos more frequently, visual assets are becoming critical for SEO. Content marketing has to evolved and adapt fresh new formats that artificial intelligence has more trouble creating.
