Predict how Google or ChatGPT’s AI assistants will surface local businesses differently 18 months from now

Small and mid-sized businesses face increasing pressure to integrate visual and written content strategies. Helen Pollitt, content strategist at iStock with expertise in enterprise visual content optimization, challenges the traditional separation between content formats. She advocates for breaking down barriers between written, visual, and video content to create holistic content strategies that match audience intent rather than defaulting to format-specific approaches.

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