The New Content Scorecard: How Executive Teams Should Evaluate Marketing in the AI Era
Thursday, January 14th at 2 pm ET via Zoom
For years, marketing leaders have relied on familiar metrics like search rankings, website traffic, engagement, and conversions to understand whether their content is working. But AI is changing not only how consumers discover and evaluate brands, but also how marketing teams need to operate. As brands dive into their 2027 content strategies, the old scorecard no longer tells the whole story.
In this session, Masthead Managing Partner Julie Hochheiser Ilkovich will explore what effective marketing looks like in the AI era and what brands should prioritize in 2027, from how teams are structured and content is created to how brands are discovered, perceived, and measured.
Attendees will learn how to evaluate whether their marketing organizations are set up for success, what AI platforms are saying about their brands, and which traditional and emerging metrics belong on the new content scorecard. Julie will share a practical framework executives can use to ask better questions of their teams and agencies, refine their 2027 content priorities, and turn AI-era insights into action.
Key Takeaways
Evaluate whether your marketing organization is ready for 2027. Learn how people, processes, technology, and content strategy need to evolve as AI continues to reshape the customer journey.
Understand what belongs on your 2027 content scorecard. Learn which traditional KPIs still matter and which emerging signals, including AI visibility, brand perception, competitive positioning, and source influence, brands should begin measuring.
Know what questions to ask and what actions to take next. Walk away with a practical framework for evaluating your 2027 marketing strategy, identifying gaps, and helping your team prioritize what needs to change in the year ahead.
This event is free for WICMA Community Members and $25 for Non-WICMA Community Members.
WICMA Community members receive full access and recordings to all WICMA events. To gain access as a non-member, please visit your WICMA Member Events page.
Julie Hochheiser Ilkovich is an award-winning content marketing expert, AI marketing strategist, and entrepreneur who has spent her career helping brands and professionals navigate the evolving media and marketing landscape. She is the co-founder and Managing Partner of Masthead, a full-service content marketing agency, and the founder of the AI Marketing Innovation Summit, which brings together leading voices shaping the future of AI and marketing.
A longtime advocate for women in the industry, Julie is also the Executive Director of the Women in Content Marketing Association (WICMA), a global community dedicated to advancing women’s careers in content and marketing. She is a career expert and the host and Executive Producer of the WomenHeard podcast, where she interviews accomplished women about the pivotal decisions, challenges, and lessons that have shaped their careers. Across her work, Julie is passionate about helping brands and people navigate change, embrace new opportunities, and build what’s next.