The Two-Audience Problem: Aviva on Marketing for Humans and Machines

Content has always had one job: reach the right person at the right moment. But the rules of discoverability have been quietly rewritten, because now there are two audiences you need to reach simultaneously. Humans, and the machines that decide whether humans ever see you in the first place. Abbey Grocott, Head of Content Strategy at Brave Bison, sits down with Andrew Fox, Head of Marketing at Aviva, to dig into what that looks like in practice.

How do you structure content that works for both? How do you show up across platforms you don't own or control? And how do you make the internal case for investing in things that don't show up cleanly in a performance dashboard? The fundamentals of good marketing haven't gone anywhere. But there's a new layer on top, and most brands are still working out what it means for them.

Watch the full episode below.

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