Having just returned from the Media, Audience & Content Marketing Association’s (MACMA) annual gathering, Erin, our resident AEO/SEO expert — and a speaker at this year’s event — sat down with Audience expert Seth to talk about the biggest trends at the conference.  

She distilled the biggest takeaways into three main points:  

• Don’t set it and forget it with your lead campaigns 
• Don’t dismiss your metrics 
• Don’t overuse AI 

We’re calling this episode Search and Sustain Unhinged, because in it, you’ll see us put “Don’t dismiss your metrics” into practice. We cover a wide range of topics in our conversation and hope you, as marketers, can find value in our discussion. 

What were the biggest marketing takeaways from MACMA?

Seth Hastings: Let’s talk MACMA. Tell me about the MACMA event you attended. 

Erin Hallstrom: You bet! In one of our previous episodes, we talked about how I was going to MACMA, and I did. It was September 24, and it was fantastic. I met a lot of great people. It was in the Chicago area, and I spoke about what happens when Google stops working for you. 

The presentation went really well. I'd like to give you whatever the media equivalent of flowers is because you were instrumental in helping me identify the bigger-picture impact search engines have on brands and products. One of the ways you helped frame it, pun intended, was by describing search engines as a front door. If the front door is broken, it's harder to get into the house. 

That metaphor became the foundation of my entire presentation, and it resonated really well with the audience. We had excellent questions and a great turnout. 

Why marketers shouldn't "Set and Forget" campaigns

Seth Hastings: Your presentation went great. What stood out to you? What were some of the key lessons from MACMA? 

Erin Hallstrom: I approached the event from a content, SEO, AEO and GEO perspective, but I had the opportunity to hear from a lot of people who live and breathe audience development and marketing. 

One of the biggest takeaways was simple: Don't set and forget your lead programs. 

That really resonated with me because I understand what it means in both content and marketing environments. There's a tendency to build a workflow, nurture stream, or waterfall program, get it running properly and then walk away thinking it's going to continue performing indefinitely. 

But that was a recurring message throughout the event. Don't just set things up and assume they're working. Check in regularly. 

Is the funnel functioning the way it should? Are people dropping off at particular stages? Are there pieces that need adjusting? 

That was one of the most valuable lessons I heard. 

Seth Hastings: What's interesting about that is you've immediately made me think about campaigns I haven't checked in on recently. 

I think there's a caveat here. You shouldn't completely set something and forget it, but there is a frequency component. 

If you've built it correctly, I don't think you need to check it every week. Some programs can be reviewed quarterly or every other quarter. 

Part of that comes down to setting things up intelligently. For example, if you're using dynamic content and segmentation, different users can receive different messaging based on how they entered your funnel. Someone who registered through your website might see one sequence, while someone who arrived through social media receives something else. 

So I agree you can't completely walk away from a campaign. You need to verify that it still functions, that links work, and that people are engaging with it appropriately. 

But there is still value in building systems designed to run efficiently and scale. 

Erin Hallstrom: I completely agree. 

Seth Hastings: Because if you're not checking those systems at all, something as simple as a broken link could be quietly costing you opportunities for months. 

When does AI become a problem for marketing content? 

Erin Hallstrom: Two thumbs up for following the data! The final lesson that came up repeatedly was this: AI is good, but don't overuse it. 

People are becoming increasingly aware of AI-generated content. Audiences and buyers are getting better at recognizing AI-written copy, AI-generated images, and AI-heavy creative work. 

And honestly, it's starting to turn people off. 

The consensus from many of the speakers was that AI is valuable, but overusing it can actually hurt audience engagement. 

I'm curious about your take on that. 

Seth Hastings: I completely agree. 

In the back of my mind, of course, there's always the question: How can I use AI efficiently without crossing the line? 

But that's really the challenge. 

The AI slop that's flooding the internet is becoming incredibly easy to spot. We're seeing more watermarking, more detection and just more awareness among audiences. 

If all of your content and marketing materials are entirely AI-generated, I think that eventually damages trust. It could affect how audiences perceive you. It may even influence how search engines evaluate your content. 

At some point, people stop seeing your brand as authentic. 

There's a balance. AI can help you, but if everything is AI, that isn't sustainable. 

Erin Hallstrom: I agree. 

We've talked before about using AI to clean up transcripts like this one. Using AI to remove filler words, correct formatting and improve readability is an efficiency tool. But there's a difference between cleaning up a transcript and asking AI to write an entire article. 

One improves workflow; the other risks removing authenticity. 

Humans still want to hear from other humans. They want real experiences, real perspectives and real expertise. That's why I always encourage people to use AI for efficiency while preserving the human element. 

How much AI-generated content is too much? 

Seth Hastings: Let's play a quick game. From an editorial and newsroom perspective, what percentage of AI use is acceptable when creating content? 

Erin Hallstrom: That's actually a harder question than it sounds. 

A lot depends on how you're using AI. 

If I'm interviewing an expert, recording the conversation and then using AI to clean up the transcript, I don't really view that as AI writing. Similar tools have existed for years. They're just more advanced now. 

Likewise, if AI helps me brainstorm headlines or identify information gaps in a draft, I don't see that as AI writing either. That's more like collaborating with a knowledgeable colleague, which I've done for years. 

Where I get uncomfortable is when AI starts generating large portions of the final content itself. 

If AI is writing entire introductions, sections or articles and a human is only making minor edits, that's where I think the line has been crossed. 

Personally, I'd probably say around 20% as a rough guideline. But even that number feels imperfect because the question isn't just how much AI you're using. It's how you're using it. 

Seth Hastings: That's a great answer. I look at AI as a tool. Spellcheck is a tool. Editing software is a tool. Transcript cleanup is a tool. 

The concern starts when AI becomes the creator rather than the assistant. 

And I think that 20% range is probably reasonable for content that represents your business or appears on your website. 

When you go beyond that, you risk damaging your brand's authenticity. 

Erin Hallstrom: I think social media is a little more flexible. That said, we've all seen enough AI-generated images featuring cartoon-like people and impossible backgrounds. Those are the things people immediately associate with AI slop. 

Seth Hastings: Absolutely. Do you think there should be a higher tolerance for AI use in social media? 

Erin Hallstrom: To a degree, yes, but only if it's done thoughtfully. 

I still find myself judging AI output the same way I'd evaluate something a colleague sent me to review. 

Does it sound natural? Does it feel authentic?  

One of the biggest giveaways today is the writing style. There are certain introductions, transitions, and whatnot that instantly feel AI-generated. Once I see those patterns, I'm much more likely to scroll past. 

I'd much rather read a shorter LinkedIn post that clearly understands my challenges and explains how a product might help solve them than a long, AI-generated story that takes five paragraphs to get to the point. 

People appreciate authenticity, so be human. 

Seth Hastings: Be human. 

I think that's a perfect place to end. Erin, thanks again for sharing what you learned at the event. There were some really valuable takeaways. 

To everyone reading this, go subscribe to the Marketing Edge newsletter. We'll have plenty of content coming your way. 

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Thank you, everybody!