A Conversation with Chris Yeich and Heidi Thompson on Content, AI, and Authenticity

There is no shortage of content today, but there is a clear difference between what fills space and what connects. In a recent conversation, Chris Yeich, CEO of ContentWorks, and Heidi Thompson of ACE Public Relations, reflect on the evolving content landscape, the role of AI in the creative process, and why authenticity remains central to effective communication.

A Shared Foundation in Content

For Chris Yeich, content is central to his work.

With a career spanning more than three decades, beginning in business-to-business journalism and evolving into content marketing, strategy, and client engagement, Yeich has consistently focused on storytelling and the written word as the bedrock of his work. Even when considering a career change, he returned to the same conclusion.

“I have always loved it,” he explains. “No matter what else I do, content is the foundation.”

That perspective resonates with Heidi Thompson, whose career in public relations has also centered on content creation, including press releases, case studies, white papers, and market reports. While she did not start out as a writer, she has spent years working in messaging and narrative development.

Together, they agree that regardless of how roles evolve, authentic content plays an important role in building strong brands.

The Shift from Craft to Volume

While content has always been the centerpiece of marketing communications, the way it is created and distributed has changed significantly.

Today’s landscape is defined by speed and scale. Social media, email marketing, and digital platforms require constant output. “The tolerance for what is considered ‘good’ content has changed,” Yeich says. “There is a lot of material out there today that isn’t really good, let alone great. Much of it is barely acceptable, unfortunately.”

That does not mean quality is less important.

With audiences exposed to so much content, well crafted work stands out more clearly. Yeich describes it as work that “stops you in your tracks,” content that is relevant and worth engaging with.

Thompson notes that inauthentic content is easy to recognize, particularly on social media, where messaging without substance can feel flat.

AI, A Tool, Not a Replacement

The conversation also turns to artificial intelligence (AI).

Both Yeich and Thompson acknowledge AI’s growing role in content creation. For Yeich, it is a regular tool used for ideation and speeding up routine work.

“It saves a tremendous amount of time,” he says. “For certain things, it is incredible.”

At the same time, there are limitations. AI-generated content can introduce errors, lack nuance, or miss context that human writers bring.

Yeich approaches AI as a tool that requires familiarity and adjustment. “It is like working with a partner,” he explains. “To be successful, you have to know what it is good at and what it is not.”

Both agree that while AI can support the process, it does not replace human judgment or experience.

The Value of Depth and Expertise

One key difference between traditional and AI assisted content creation is depth of understanding.

In the past, producing content often required extensive research and writing, which naturally built subject matter expertise over time.

“You became a subject matter expert just by doing the work,” Yeich says.

Today, AI can reduce the time needed to produce a draft. While efficient, this can limit the depth of understanding if not paired with human review and input.

Yeich suggests the goal today is embrace tools like AI, but to use them as a starting point while adding context and originality, which comes from skill and experience.

Authenticity in Practice

A recurring theme in the discussion is authenticity.

In a crowded content environment, authenticity is what helps distinguish one message from another.

“It is what actually stands out,” Yeich says. “It is what builds relationships.”

Thompson adds that authentic content is more effective because it reflects real experience and intent, and it tends to connect more directly with audiences.

Knowing the Audience and Buying Group

Effective content starts with understanding the audience.

For Yeich, this goes beyond general demographics and includes specific needs and decision making processes. In business-to-business settings, this often involves multiple stakeholders.

“It is usually not just one person making a purchasing decision in business,” he explains. “There are naturally multiple stakeholders involved, each with different priorities.”

Because of this, a single message is rarely sufficient. Content needs to be adapted to different roles and perspectives within a buying group.

Thompson adds that useful insights often come from conversations with sales teams or feedback from lost opportunities, which can help shape more relevant messaging.

Content that Connects

Despite changes in tools and platforms, storytelling remains a consistent part of content work. Whether in campaigns or short-form content, the goal is to communicate something truly useful or relevant to the audience.

For Yeich, this means helping people make decisions or better understand a topic. For Thompson, it means ensuring content has a clear purpose and direction. Both emphasize that while tools and channels continue to change, the basics of clear communication remain steady. This is what ultimately helps content connect with audiences.