Remember when SEO was the backbone of B2B content strategy? Sean Blanda thinks that era is ending. In this episode of Pipe Dream, host Jason Bradwell reconnects with Sean, former VP of Content at Crossbeam and founder of Gate Check Studios, to unpack what Google AI summaries, LLMs, and the “slop wars” mean for marketers still renting reach from algorithms.

They dig into why companies keep pouring budget into rented channels even when they know they should own their audience. Sean points to the “measurement effect”: if it’s easy to track, it feels effective. Owned media is harder because it requires patience (often 9–12 months), conviction, and a real point of view. And he’s honest that it’s not for every business: if you’re selling a true commodity and performance marketing works, that might be the right play. But for many B2B brands, the real truth remains: a human buyer has to believe in you.

Then comes the accelerant: the slop wars. With LLMs, the market flooded with AI-generated content, making generic “SEO blogs” even easier to ignore. In that noise, the advantage shifts to people and companies with real expertise, strong storytelling, and distinctive perspectives regardless of platform.

A key takeaway: AI is a tool, not a strategy. It can speed up execution, but it can’t replace fundamentals; clear goals, audience understanding, and a message worth remembering. Sean argues the hardest part isn’t tactics; it’s conviction. Brands fear alienating anyone, but trying to appeal to everyone is how you end up forgettable.

They also talk about distribution in a creator-driven world. Instead of gambling on a single algorithm, Sean suggests partnering with niche creators who already have the audience you want. And if you’re building an internal content team, he likes an “SNL model”: develop creators, amplify them, and accept that great talent may eventually move on, your point of view and process should outlast any one person.

Bottom line: if SEO is weakening under AI summaries, this episode lays out what to do next. Stop relying solely on rented reach, build owned media only when it fits your GTM, and win with clarity, patience, and a differentiated perspective in a sea of AI sameness.

Chapter Markers

00:00 - Introduction: Full circle from COVID to AI

02:00 - Sean's journey from Crossbeam to Gate Check Studios

05:00 - The moment SEO's backbone started crumbling

08:00 - Why B2B companies still rent reach from algorithms

12:00 - The measurement effect vs patience and conviction

16:00 - What turbocharged the shift: the slop wars

20:00 - AI as tool, not strategy

24:00 - The biggest challenges: patience and point of view

28:00 - How to develop your brand's point of view

32:00 - Getting executive buy-in with examples and ROI

36:00 - The rise of niche creators and partnership opportunities

40:00 - The Saturday Night Live model for content teams

44:00 - Devil's advocate: when owned media isn't the answer

Useful Links

Connect with Jason Bradwell on LinkedIn

Connect with Sean Blanda on LinkedIn

Visit Gate Check Studios

Check out Sean’s website at seanblanda.com/about

Visit Human Internet

Explore B2B Better website and the Pipe Dream podcast