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This is unprecedented and, frankly, quite annoying.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},false,"default",{"id":38,"type":27,"content":39},"37332a0f-f8ae-8030-ad6b-d43520198512",{"rich_text":40,"icon":15,"color":36},[41,45,50],{"type":31,"text":42,"annotations":44,"plain_text":43,"href":15},{"content":43,"link":15},"Up until now marketers have had a deal with search engines: the engines control distribution but we control our messaging. AI has broken that deal. AI controls messaging ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":46,"annotations":48,"plain_text":47,"href":15},{"content":47,"link":15},"and ",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},true,{"type":31,"text":51,"annotations":53,"plain_text":52,"href":15},{"content":52,"link":15},"distribution for your brand now. This is true of Claude and every other major LLM: ChatGPT, Gemini, Perplexity, all of them…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":55,"type":27,"content":56},"37332a0f-f8ae-8087-8b3b-dc698e864980",{"rich_text":57,"icon":15,"color":36},[58],{"type":31,"text":59,"annotations":61,"plain_text":60,"href":15},{"content":60,"link":15},"So I wrote this guide to demystify these new systems. 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Many of the concepts in this guide are Janessa’s. 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You wrote the message and distributed it on algorithmic channels like SEO and social. You could feel confident that your audience was receiving it as intended. At the end of the day, people were still clicking through to your content. They were seeing the message that you wrote.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":181,"type":27,"content":182},"37332a0f-f8ae-8014-a728-ef60e2837de5",{"rich_text":183,"icon":15,"color":36},[184],{"type":31,"text":185,"annotations":187,"plain_text":186,"href":15},{"content":186,"link":15},"That's not the case anymore. 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Your 2020 blog post. Your retired product positioning. It synthesizes from the whole vat.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":233,"type":84,"content":234},"37332a0f-f8ae-8007-80bc-f437177187ec",{"rich_text":235,"color":36},[236,240],{"type":31,"text":237,"annotations":239,"plain_text":238,"href":15},{"content":238,"link":15},"It never says, “I don’t know.” ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":241,"annotations":243,"plain_text":242,"href":15},{"content":242,"link":15},"If it doesn’t have access to a real answer then it will make one up and present it (confidently) to your buyer.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":245,"type":84,"content":246,"bulleted_list_end":49},"37332a0f-f8ae-80ae-af98-c52ea18c4175",{"rich_text":247,"color":36},[248,252,256,260],{"type":31,"text":249,"annotations":251,"plain_text":250,"href":15},{"content":250,"link":15},"It doesn’t send the click.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":253,"annotations":255,"plain_text":254,"href":15},{"content":254,"link":15}," I mean, ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":257,"annotations":259,"plain_text":258,"href":15},{"content":258,"link":15},"sometimes",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":261,"annotations":263,"plain_text":262,"href":15},{"content":262,"link":15}," a buyer will click through from AI but more often they get an answer from AI and then move on. Most of the time your funnel never sees them.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":265,"type":27,"content":266},"37332a0f-f8ae-8055-be2e-d65fa2c45f74",{"rich_text":267,"icon":15,"color":36},[268],{"type":31,"text":269,"annotations":271,"plain_text":270,"href":15},{"content":270,"link":15},"This is how AI gets between you and a buyer. It has a ton of information which it uses to provide articulate (and inconsistent) answers for buyers. Those answers discourage click-through. 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So, as AI continues to grow its user base, it’s worth keeping in mind the core differences between the three channels:",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":80,"children":289},[290,302,314],{"id":291,"type":84,"content":292,"bulleted_list_start":49},"37332a0f-f8ae-8054-b69c-db1e50c9cba9",{"rich_text":293,"color":36},[294,298],{"type":31,"text":295,"annotations":297,"plain_text":296,"href":15},{"content":296,"link":15},"Google shows your content for all to see. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":299,"annotations":301,"plain_text":300,"href":15},{"content":300,"link":15},"You control the message.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":303,"type":84,"content":304},"37332a0f-f8ae-8088-a0cd-c956303d0bd1",{"rich_text":305,"color":36},[306,310],{"type":31,"text":307,"annotations":309,"plain_text":308,"href":15},{"content":308,"link":15},"Social platforms control your reach and who sees it.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":311,"annotations":313,"plain_text":312,"href":15},{"content":312,"link":15}," Still, you control the message.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":315,"type":84,"content":316,"bulleted_list_end":49},"37332a0f-f8ae-803e-95b7-d267160070f6",{"rich_text":317,"color":36},[318,322],{"type":31,"text":319,"annotations":321,"plain_text":320,"href":15},{"content":320,"link":15},"AI synthesizes everything and writes its own messages.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":323,"annotations":325,"plain_text":324,"href":15},{"content":324,"link":15}," You don’t control the message (and buyers may never even visit your website).",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":327,"type":27,"content":328},"37332a0f-f8ae-8029-a191-c09d5d12d2a4",{"rich_text":329,"icon":15,"color":36},[],{"id":331,"type":194,"content":332,"localImagePath":337},"37332a0f-f8ae-80f8-9dcd-d35e097addd7",{"caption":333,"type":197,"file":334},[],{"url":335,"expiry_time":336},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/b8bba317-da4e-4bd3-8542-ba4c9949e706/web-claude-30-years.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB4665MQ2H755%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154101Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIEXqW976S6j8I1ME9pFcIQJqmHKs1EfOwg%2FuD47p9441AiEAjXLTs7PjyfNytp00EDQOmcKCTip1dM3lcGhJ7x3tLMMq%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDAvuIIrnIQTS8SMlRCrcA23xp8v%2F80%2BSWypxQX9MknZtui7tNMDT4p5PQeBqXRQb765LO%2FaRAQNht0z%2BntaNb9MvdeQA8G7nyljWDVs0av8sR1KYdX%2BBi6DyqrRbjBcxHyy2UvAywA4PLiuCf3OdCKquWhkxsg62pjkk%2BdcaSWaBKGW1BVycMLgWrZp03B84r53oGVtwn3JAVTa1m9EarlzPI%2FDhSlxrqB%2Bqc6Uz9%2FjKHWSA04uWynZsgHdSyVsESNrwZYodldnd09UWnQ5yHSqUfRoirqKYgblRp9QRBcvekdgzk26jKm8bWo6zxMZiJmGjlFUWLSjx4S3e3Q%2B3WbG5FTi0vgKSCZD3x5Kvm8U1Vr1ZTcivAV1EILM9jPDzyXC6WEpnCcA85%2Bimy2ZD2uzfd43tufy%2FNKfykL3orAMXEZcbDM%2BtWwMHAgd3VyHLB%2FTIm1iTbZaJL82u6fuK0%2BMZIk3Ui4mJ4AkFbpntgbpv7WRUvrLDcpM8n%2FVYJY1ewWngEmNTd9fIhuP2wQbrXDN%2BpGIUltIMqBHmIQpgvLrqgPxXEO%2FWtw%2B2g0s4jQa2qqzixigXnzN4FYgLNruN1DpDmgIOV4eBuUcTNqUwXF6HGUYMSb0ay4NiW4dgJ%2FjfFSahWK057fX7CICcMPzg%2B9AGOqUBF6IDTsE291NqgPnQVPVbiFCb6auVaHAtlnPo88N%2BC5tM7wsEDmoipxVmGG0CDE2Sycy3zK%2BONbc7xfKZ2qteQlHIRFKktILJ7voCQEkOiqYZxoIG9gHgVypMiAkvcOCzWTOjmgwR6pF%2B%2FA1BZmPPWlXrWPIRKPDSwz8AYF7Pe7iorl1aTVg9TeJHd6njACu5dhHdzPKtAdLb9S1E30b4wxPec7Ca&X-Amz-Signature=eef37eaf24005c002844267ebfce97e84fdd2edf6d5803ef513a5f03aeab3284&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:01.517Z","web-claude-30-years.png",{"id":339,"type":27,"content":340},"37332a0f-f8ae-80cd-9378-e1156bc08179",{"rich_text":341,"icon":15,"color":36},[342],{"type":31,"text":343,"annotations":345,"plain_text":344,"href":15},{"content":344,"link":15},"In the AI era, you don't own the message in the same way that you did. None of us do. This fact gets lost a lot in the more technical conversations about AEO, GEO, and organic in general.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":347,"type":27,"content":348},"37332a0f-f8ae-8068-9a08-e855754e1c16",{"rich_text":349,"icon":15,"color":36},[350],{"type":31,"text":351,"annotations":353,"plain_text":352,"href":15},{"content":352,"link":15},"We’re all still trying to build audiences with all three of these realities at once. AI is adding new challenges to our daily marketing lives. Like this next one…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":355,"type":64,"content":356},"37332a0f-f8ae-8039-aa4c-cdda9a86250f",{"rich_text":357,"is_toggleable":35,"color":36},[358],{"type":31,"text":359,"annotations":361,"plain_text":360,"href":15},{"content":360,"link":15},"Buyers don’t need your website like they once did",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":363,"type":27,"content":364},"37332a0f-f8ae-8065-84ad-f5f938ee3969",{"rich_text":365,"icon":15,"color":36},[366],{"type":31,"text":367,"annotations":369,"plain_text":368,"href":15},{"content":368,"link":15},"AI reads everything you've ever published and then synthesizes its own answer with or without your participation. Buyers make decisions based on this AI information. Some might never see your site at all.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":371,"type":27,"content":372},"37332a0f-f8ae-802c-b33e-ca0735873a53",{"rich_text":373,"icon":15,"color":36},[374],{"type":31,"text":375,"annotations":377,"plain_text":376,"href":15},{"content":376,"link":15},"Sites are still getting traffic, of course. It comes mostly from traditional, SEO-style Google search. AI is an additional class of interactions that we have to manage as marketers. It’s one which we don't control at all.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":379,"type":27,"content":380},"37332a0f-f8ae-8026-b3ea-fd836d1dd188",{"rich_text":381,"icon":15,"color":36},[],{"id":383,"type":384,"content":385,"children":387},"37332a0f-f8ae-80f8-b092-f1530f6dc765","table",{"table_width":386,"has_column_header":35,"has_row_header":35},2,[388,403],{"id":389,"type":390,"content":391},"37332a0f-f8ae-80d5-8bd7-f29fad6461c5","table_row",{"cells":392},[393,398],[394],{"type":31,"text":395,"annotations":397,"plain_text":396,"href":15},{"content":396,"link":15},"The old deal: SEO + social",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},[399],{"type":31,"text":400,"annotations":402,"plain_text":401,"href":15},{"content":401,"link":15},"The new deal: AI search",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":404,"type":390,"content":405},"37332a0f-f8ae-807a-9e72-f7fcf3b26a01",{"cells":406},[407,412],[408],{"type":31,"text":409,"annotations":411,"plain_text":410,"href":15},{"content":410,"link":15},"You wrote the message.\n\n\nAn algorithm chose distribution. \n\n\nA buyer clicked through to your website.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},[413],{"type":31,"text":414,"annotations":416,"plain_text":415,"href":15},{"content":415,"link":15},"AI reads everything you’ve published.\n\n\nAI synthesizes its own answer.\n\n\nThe buyer never sees your site.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":418,"type":27,"content":419},"37332a0f-f8ae-80ac-9c43-e9ebcc4f0fc0",{"rich_text":420,"icon":15,"color":36},[421],{"type":31,"text":422,"annotations":424,"plain_text":423,"href":15},{"content":423,"link":15},"In the old days, a buyer would seek out the “pricing” page on your website in order to get that information. Now they’re bringing those questions to AI instead. AI will always give them answers.  The accuracy of those answers, however, is far from guaranteed.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":426,"type":27,"content":427},"37332a0f-f8ae-805e-b876-cd435dec5c7e",{"rich_text":428,"icon":15,"color":36},[429,433,437],{"type":31,"text":430,"annotations":432,"plain_text":431,"href":15},{"content":431,"link":15},"Even if you don’t have any pricing information on your website, and no such information is publicly available, AI is going to tell buyers ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":434,"annotations":436,"plain_text":435,"href":15},{"content":435,"link":15},"something",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":438,"annotations":440,"plain_text":439,"href":15},{"content":439,"link":15}," about your pricing. If the only information about your pricing comes from a misleading page on your competitor’s website then AI might very well make that faulty info the centerpiece of its answer.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":442,"type":27,"content":443},"37332a0f-f8ae-8029-871f-ca02b71c49c5",{"rich_text":444,"icon":15,"color":36},[445],{"type":31,"text":446,"annotations":448,"plain_text":447,"href":15},{"content":447,"link":15},"In terms of content and information curation, this is the major shift that we’re all learning to deal with. There’s another big shift, too, in terms of user experience and information presentation…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":450,"type":64,"content":451},"37332a0f-f8ae-80ba-9078-cd401550b520",{"rich_text":452,"is_toggleable":35,"color":36},[453],{"type":31,"text":454,"annotations":456,"plain_text":455,"href":15},{"content":455,"link":15},"AI customizes search results for every user",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":458,"type":27,"content":459},"37332a0f-f8ae-80ec-8bc5-d0b7407b147a",{"rich_text":460,"icon":15,"color":36},[461],{"type":31,"text":462,"annotations":464,"plain_text":463,"href":15},{"content":463,"link":15},"Personally, I use Claude more than any other AI platform. I use it all day long at work. Claude knows who I am and what I want. It knows how I communicate, and what kinds of data points interest me. It knows how I like information presented, even without me consciously or explicitly stating preferences.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":466,"type":27,"content":467},"37332a0f-f8ae-8020-a99d-e036f672a85b",{"rich_text":468,"icon":15,"color":36},[469],{"type":31,"text":470,"annotations":472,"plain_text":471,"href":15},{"content":471,"link":15},"It composes answers for me based on that knowledge. It does that for every user. So, if you and I both ask the exact same question of Claude, we’re going to get two different answers. The content will be different, the style will be different, the citations will be different.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":474,"type":27,"content":475},"37332a0f-f8ae-80c5-b4d3-f75ce8f7807d",{"rich_text":476,"icon":15,"color":36},[477],{"type":31,"text":478,"annotations":480,"plain_text":479,"href":15},{"content":479,"link":15},"This is a huge change from the broadcast algorithms like SEO and social. A traditional Google search would surface the same content to everybody. If it decided that a certain blog post had something to say about a certain topic then it would surface that blog post consistently to every person who typed that particular topic phrase into the search bar.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":482,"type":27,"content":483},"37332a0f-f8ae-80be-92a1-c9fb0f9cebcc",{"rich_text":484,"icon":15,"color":36},[485],{"type":31,"text":486,"annotations":488,"plain_text":487,"href":15},{"content":487,"link":15},"Social platforms were similarly uniform. If your content on a social platform was engaging then the algorithm would surface that content for users (with maybe some light filtering for demographic profile and preferences).",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":490,"type":27,"content":491},"37332a0f-f8ae-80e0-a1a7-e3d1ae0517f3",{"rich_text":492,"icon":15,"color":36},[493],{"type":31,"text":494,"annotations":496,"plain_text":495,"href":15},{"content":495,"link":15},"AI has taken custom curation to a whole new level. It’s tailoring what it shows to buyers and how it presents it. The relationship between user and platform starts to look much more like sales enablement and less like a traditional, algorithmic relationship.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":498,"type":165,"content":499},"37332a0f-f8ae-80f6-9019-cb755bccdbe8",{"rich_text":500,"is_toggleable":35,"color":36},[501],{"type":31,"text":502,"annotations":503,"plain_text":97,"href":15},{"content":97,"link":15},{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":505,"type":27,"content":506},"37332a0f-f8ae-806b-af0d-eafffabfe75d",{"rich_text":507,"icon":15,"color":36},[508],{"type":31,"text":509,"annotations":511,"plain_text":510,"href":15},{"content":510,"link":15},"All marketers have the same goal here. We want to control our brand message as much as possible in this new channel which really defies control.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":513,"type":27,"content":514},"37332a0f-f8ae-803d-88eb-eec6204e996d",{"rich_text":515,"icon":15,"color":36},[516],{"type":31,"text":517,"annotations":519,"plain_text":518,"href":15},{"content":518,"link":15},"We can’t exert control over how Claude or ChatGPT or any other platform processes our information but we can control the information at their disposal. (We have limited control over what users post on community forums, of course, but I’ll talk about that in a little bit.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":521,"type":27,"content":522},"37332a0f-f8ae-80ef-9d56-fdd09867e69c",{"rich_text":523,"icon":15,"color":36},[524],{"type":31,"text":525,"annotations":527,"plain_text":526,"href":15},{"content":526,"link":15},"So let’s talk about what that requires. This process is what I call AI enablement.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":529,"type":64,"content":530},"37332a0f-f8ae-803c-ab15-fd7e85f4c918",{"rich_text":531,"is_toggleable":35,"color":36},[532],{"type":31,"text":533,"annotations":535,"plain_text":534,"href":15},{"content":534,"link":15},"What I mean by “AI enablement”",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":537,"type":27,"content":538},"37332a0f-f8ae-8070-85dc-cbef4453bd21",{"rich_text":539,"icon":15,"color":36},[540],{"type":31,"text":541,"annotations":543,"plain_text":542,"href":15},{"content":542,"link":15},"It’s a system for providing AI with the information you want it to spread More specifically: the info that AI needs to speak accurately about your brand and the problems that your brand solves.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":545,"type":27,"content":546},"37332a0f-f8ae-80a6-be22-c721662c5b7f",{"rich_text":547,"icon":15,"color":36},[548],{"type":31,"text":549,"annotations":551,"plain_text":550,"href":15},{"content":550,"link":15},"AI enablement, in this context, means making sure that your most current, helpful, and compelling content is available and easy for AI to find. Also: making sure that your outdated, irrelevant, unflattering content is never found by AI.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":553,"type":27,"content":554},"37332a0f-f8ae-8099-a14a-c1cce7ba2062",{"rich_text":555,"icon":15,"color":36},[556],{"type":31,"text":557,"annotations":559,"plain_text":558,"href":15},{"content":558,"link":15},"It’s a system of content curation at scale. The concept of AI enablement is adapted from the tried and true practice of sales enablement. You can’t ever guarantee that a sales rep will succeed but you can provide them with all of the messaging materials that they need to succeed. The same is true for AI.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":561,"type":64,"content":562},"37332a0f-f8ae-809b-a9f2-f6e0b1b33c8d",{"rich_text":563,"is_toggleable":35,"color":36},[564],{"type":31,"text":565,"annotations":567,"plain_text":566,"href":15},{"content":566,"link":15},"Think of AI as an over-enthusiastic sales intern",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":569,"type":27,"content":570},"37332a0f-f8ae-80ea-bf10-c4d7ce0930f6",{"rich_text":571,"icon":15,"color":36},[572],{"type":31,"text":573,"annotations":575,"plain_text":574,"href":15},{"content":574,"link":15},"Interns are full of enthusiasm, eager to be of service, and making tons of mistakes. So are ChatGPT and Claude. They’re off, having conversations with buyers without any supervision. You can’t control what they say. You can only provide the information and guidance they need to do a decent job.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":577,"type":27,"content":578},"37332a0f-f8ae-8091-82de-dc57a3c8cc4e",{"rich_text":579,"icon":15,"color":36},[580,584,588],{"type":31,"text":581,"annotations":583,"plain_text":582,"href":15},{"content":582,"link":15},"That’s how I approach the internal business conversation when stakeholders start asking about AI marketing.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":585,"annotations":587,"plain_text":586,"href":15},{"content":586,"link":15}," Have we done the foundational enablement work of AI? ",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":589,"annotations":591,"plain_text":590,"href":15},{"content":590,"link":15},"That, to me, is where the conversation needs to begin.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":593,"type":27,"content":594},"37332a0f-f8ae-802b-ad16-d180d9e9ae82",{"rich_text":595,"icon":15,"color":36},[596],{"type":31,"text":597,"annotations":599,"plain_text":598,"href":15},{"content":598,"link":15},"Without fundamentals in place, AI goes way off the rails in a hurry.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":601,"type":64,"content":602},"37332a0f-f8ae-80fa-a2f8-fe6cf93e250f",{"rich_text":603,"is_toggleable":35,"color":36},[604],{"type":31,"text":605,"annotations":607,"plain_text":606,"href":15},{"content":606,"link":15},"Example: when Claude tells everyone your business died",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":609,"type":27,"content":610},"37332a0f-f8ae-80c2-a177-ff6ef20b8f17",{"rich_text":611,"icon":15,"color":36},[612,616,622,626,632],{"type":31,"text":613,"annotations":615,"plain_text":614,"href":15},{"content":614,"link":15},"That’s right. ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":617,"annotations":621,"plain_text":618,"href":620},{"content":618,"link":619},"Sam Lambert",{"url":620},"http://linkedin.com/in/isamlambert",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":623,"annotations":625,"plain_text":624,"href":15},{"content":624,"link":15}," at PlanetScale posted ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":627,"annotations":631,"plain_text":628,"href":630},{"content":628,"link":629},"this cautionary tale.",{"url":630},"https://x.com/samlambert/status/2040863647728382249",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":633,"annotations":635,"plain_text":634,"href":15},{"content":634,"link":15}," Claude was telling users that PlanetScale had shut down.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":637,"type":27,"content":638},"37332a0f-f8ae-8021-b59d-da402a1ea267",{"rich_text":639,"icon":15,"color":36},[],{"id":641,"type":194,"content":642,"localImagePath":647},"37332a0f-f8ae-8060-abcd-f3aca8221f0e",{"caption":643,"type":197,"file":644},[],{"url":645,"expiry_time":646},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/b433e0c2-f3dd-494e-b842-b2d6181ff020/web-claude-planetscale.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB4665MQ2H755%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154101Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIEXqW976S6j8I1ME9pFcIQJqmHKs1EfOwg%2FuD47p9441AiEAjXLTs7PjyfNytp00EDQOmcKCTip1dM3lcGhJ7x3tLMMq%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDAvuIIrnIQTS8SMlRCrcA23xp8v%2F80%2BSWypxQX9MknZtui7tNMDT4p5PQeBqXRQb765LO%2FaRAQNht0z%2BntaNb9MvdeQA8G7nyljWDVs0av8sR1KYdX%2BBi6DyqrRbjBcxHyy2UvAywA4PLiuCf3OdCKquWhkxsg62pjkk%2BdcaSWaBKGW1BVycMLgWrZp03B84r53oGVtwn3JAVTa1m9EarlzPI%2FDhSlxrqB%2Bqc6Uz9%2FjKHWSA04uWynZsgHdSyVsESNrwZYodldnd09UWnQ5yHSqUfRoirqKYgblRp9QRBcvekdgzk26jKm8bWo6zxMZiJmGjlFUWLSjx4S3e3Q%2B3WbG5FTi0vgKSCZD3x5Kvm8U1Vr1ZTcivAV1EILM9jPDzyXC6WEpnCcA85%2Bimy2ZD2uzfd43tufy%2FNKfykL3orAMXEZcbDM%2BtWwMHAgd3VyHLB%2FTIm1iTbZaJL82u6fuK0%2BMZIk3Ui4mJ4AkFbpntgbpv7WRUvrLDcpM8n%2FVYJY1ewWngEmNTd9fIhuP2wQbrXDN%2BpGIUltIMqBHmIQpgvLrqgPxXEO%2FWtw%2B2g0s4jQa2qqzixigXnzN4FYgLNruN1DpDmgIOV4eBuUcTNqUwXF6HGUYMSb0ay4NiW4dgJ%2FjfFSahWK057fX7CICcMPzg%2B9AGOqUBF6IDTsE291NqgPnQVPVbiFCb6auVaHAtlnPo88N%2BC5tM7wsEDmoipxVmGG0CDE2Sycy3zK%2BONbc7xfKZ2qteQlHIRFKktILJ7voCQEkOiqYZxoIG9gHgVypMiAkvcOCzWTOjmgwR6pF%2B%2FA1BZmPPWlXrWPIRKPDSwz8AYF7Pe7iorl1aTVg9TeJHd6njACu5dhHdzPKtAdLb9S1E30b4wxPec7Ca&X-Amz-Signature=119ad8dbe593be00f6960c369c38ddce47f5c63eab2cf690e8599f7f96abe37d&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:01.591Z","web-claude-planetscale.png",{"id":649,"type":27,"content":650},"37332a0f-f8ae-80d9-87d8-f6e78b0a1a24",{"rich_text":651,"icon":15,"color":36},[652],{"type":31,"text":653,"annotations":655,"plain_text":654,"href":15},{"content":654,"link":15},"Where did Claude get such information? It’s hard to say. AI is prone to providing outdated statements about a brand based on some outdated content on the brand’s website… But it’s hard to imagine PlanetScale having any content on their site that says they shut down.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":657,"type":27,"content":658},"37332a0f-f8ae-8004-8044-e53bb6d23ac0",{"rich_text":659,"icon":15,"color":36},[660],{"type":31,"text":661,"annotations":663,"plain_text":662,"href":15},{"content":662,"link":15},"Claude got that idea from somewhere, though. Perhaps it misinterpreted some information that was ambiguous. Regardless, there wasn’t much Sam could do about it at the time.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":665,"type":27,"content":666},"37332a0f-f8ae-80af-a76e-c50c7af11110",{"rich_text":667,"icon":15,"color":36},[668],{"type":31,"text":669,"annotations":671,"plain_text":670,"href":15},{"content":670,"link":15},"This is an extreme case, of course. But if AI messed up on a fact so basic and consequential then imagine what it’s getting wrong on more subtle points. What kind of brand messaging are they (mis)communicating to your buyers?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":673,"type":64,"content":674},"37332a0f-f8ae-808c-b56e-e87cfdc828f9",{"rich_text":675,"is_toggleable":35,"color":36},[676],{"type":31,"text":677,"annotations":679,"plain_text":678,"href":15},{"content":678,"link":15},"Your website is a salad bar",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":681,"type":27,"content":682},"37332a0f-f8ae-80b6-9e20-e83bd47a2a72",{"rich_text":683,"icon":15,"color":36},[684,688],{"type":31,"text":685,"annotations":687,"plain_text":686,"href":15},{"content":686,"link":15},"This is another way to focus the conversation when CEOs start asking broad questions like, ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":689,"annotations":691,"plain_text":690,"href":15},{"content":690,"link":15},"What are we doing about AI search?",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":693,"type":27,"content":694},"37332a0f-f8ae-8032-9580-e9107e9bb956",{"rich_text":695,"icon":15,"color":36},[696],{"type":31,"text":697,"annotations":699,"plain_text":698,"href":15},{"content":698,"link":15},"In SEO and social channels, the algorithms are delivering your content to buyers. This is material that you prepared yourself. In that sense, it’s like an item from a menu in a restaurant. The buyer says they’re hungry for a certain type of knowledge and the algorithm serves up a piece of content that you made.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":701,"type":27,"content":702},"37332a0f-f8ae-8033-8423-c2eb66b97764",{"rich_text":703,"icon":15,"color":36},[704],{"type":31,"text":705,"annotations":707,"plain_text":706,"href":15},{"content":706,"link":15},"AI doesn’t work like that. Instead of serving up prepared pieces of content, AI is making its own. The buyer expresses a hunger for information and AI makes them a plate. The ingredients come from the information on your site as well as external sources. (More on that below.) The AI is treating all of the available data like a salad bar, picking freely from any combination of ingredients.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":709,"type":27,"content":710},"37332a0f-f8ae-804c-bdf0-f588d5bcc01b",{"rich_text":711,"icon":15,"color":36},[712],{"type":31,"text":713,"annotations":715,"plain_text":714,"href":15},{"content":714,"link":15},"The recipes are unpredictable. The deliveries are whipped up on the spot. So the question becomes: how good are your ingredients?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":717,"type":27,"content":718},"37332a0f-f8ae-803d-a0cb-ec7499fff779",{"rich_text":719,"icon":15,"color":36},[],{"id":721,"type":194,"content":722,"localImagePath":727},"37332a0f-f8ae-807b-9008-f7a0941b0ec5",{"caption":723,"type":197,"file":724},[],{"url":725,"expiry_time":726},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/34059390-8158-4f0d-a5d9-c7ed5588c9fe/web-claude-salad-bar.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB4665MQ2H755%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154101Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIEXqW976S6j8I1ME9pFcIQJqmHKs1EfOwg%2FuD47p9441AiEAjXLTs7PjyfNytp00EDQOmcKCTip1dM3lcGhJ7x3tLMMq%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDAvuIIrnIQTS8SMlRCrcA23xp8v%2F80%2BSWypxQX9MknZtui7tNMDT4p5PQeBqXRQb765LO%2FaRAQNht0z%2BntaNb9MvdeQA8G7nyljWDVs0av8sR1KYdX%2BBi6DyqrRbjBcxHyy2UvAywA4PLiuCf3OdCKquWhkxsg62pjkk%2BdcaSWaBKGW1BVycMLgWrZp03B84r53oGVtwn3JAVTa1m9EarlzPI%2FDhSlxrqB%2Bqc6Uz9%2FjKHWSA04uWynZsgHdSyVsESNrwZYodldnd09UWnQ5yHSqUfRoirqKYgblRp9QRBcvekdgzk26jKm8bWo6zxMZiJmGjlFUWLSjx4S3e3Q%2B3WbG5FTi0vgKSCZD3x5Kvm8U1Vr1ZTcivAV1EILM9jPDzyXC6WEpnCcA85%2Bimy2ZD2uzfd43tufy%2FNKfykL3orAMXEZcbDM%2BtWwMHAgd3VyHLB%2FTIm1iTbZaJL82u6fuK0%2BMZIk3Ui4mJ4AkFbpntgbpv7WRUvrLDcpM8n%2FVYJY1ewWngEmNTd9fIhuP2wQbrXDN%2BpGIUltIMqBHmIQpgvLrqgPxXEO%2FWtw%2B2g0s4jQa2qqzixigXnzN4FYgLNruN1DpDmgIOV4eBuUcTNqUwXF6HGUYMSb0ay4NiW4dgJ%2FjfFSahWK057fX7CICcMPzg%2B9AGOqUBF6IDTsE291NqgPnQVPVbiFCb6auVaHAtlnPo88N%2BC5tM7wsEDmoipxVmGG0CDE2Sycy3zK%2BONbc7xfKZ2qteQlHIRFKktILJ7voCQEkOiqYZxoIG9gHgVypMiAkvcOCzWTOjmgwR6pF%2B%2FA1BZmPPWlXrWPIRKPDSwz8AYF7Pe7iorl1aTVg9TeJHd6njACu5dhHdzPKtAdLb9S1E30b4wxPec7Ca&X-Amz-Signature=0e6b3d9e93457ec5c90cea6f5f266745b829d1413bba7fd96ffd8f3f336e19ab&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:01.588Z","web-claude-salad-bar.png",{"id":729,"type":27,"content":730},"37332a0f-f8ae-80fe-a5e0-cd8adc307cbd",{"rich_text":731,"icon":15,"color":36},[732,736,740],{"type":31,"text":733,"annotations":735,"plain_text":734,"href":15},{"content":734,"link":15},"Quality ingredients are the foundation of any marketing strategy for this channel. When the CEO wants to know your AI visibility strategy, start there. Once you make sure that ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":737,"annotations":739,"plain_text":738,"href":15},{"content":738,"link":15},"all",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":741,"annotations":743,"plain_text":742,"href":15},{"content":742,"link":15}," of the information on the website is current, relevant, and comprehensive then you can trust that AI will cook up a good brand presence for the brand. It’s the only way to exert real control over the channel.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":745,"type":64,"content":746},"37332a0f-f8ae-8075-95f0-d9b08533761b",{"rich_text":747,"is_toggleable":35,"color":36},[748],{"type":31,"text":749,"annotations":751,"plain_text":750,"href":15},{"content":750,"link":15},"So… how good are your ingredients?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":753,"type":27,"content":754},"37332a0f-f8ae-80e5-ad4a-fc26f120cb45",{"rich_text":755,"icon":15,"color":36},[756],{"type":31,"text":757,"annotations":759,"plain_text":758,"href":15},{"content":758,"link":15},"There’s a quick way to tell. If you ask a question about your brand in Claude (or ChatGPT or Gemeini) and the results leave a bad taste in your mouth then there’s probably something bad in your salad bar.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":761,"type":27,"content":762},"37332a0f-f8ae-8080-8bad-e444588d76b7",{"rich_text":763,"icon":15,"color":36},[764],{"type":31,"text":765,"annotations":767,"plain_text":766,"href":15},{"content":766,"link":15},"Is Claude citing your press releases from 2021? It’s time to get rid of that moldy old material.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":769,"type":27,"content":770},"37332a0f-f8ae-8058-b257-d77a5cde14ff",{"rich_text":771,"icon":15,"color":36},[772],{"type":31,"text":773,"annotations":775,"plain_text":774,"href":15},{"content":774,"link":15},"Previously, I mentioned the example of PlanetScale. Claude mistakenly said that PlanetScale had shut down. The AI got bad ingredients from somewhere. It might not have necessarily been the PlanetScale website. It could have come from a third-party site: a Reddit thread, a Ycombinator post, a LinkedIn comment, etc. But it’s also possible that Claude misread some outdated product content on the PlanetScale site and mistook the disappearance of those services with the disappearance of the brand that sold them.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":777,"type":64,"content":778},"37332a0f-f8ae-806e-ae0e-d76d0772adf6",{"rich_text":779,"is_toggleable":35,"color":36},[780],{"type":31,"text":781,"annotations":783,"plain_text":782,"href":15},{"content":782,"link":15},"Example: when fun, branded content does you wrong",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":785,"type":27,"content":786},"37332a0f-f8ae-809a-95ff-e26d1baedeaa",{"rich_text":787,"icon":15,"color":36},[788],{"type":31,"text":789,"annotations":791,"plain_text":790,"href":15},{"content":790,"link":15},"I was working with a Saas company that loved to celebrate individual employees on the company blog. They’d interview a team member, include some charming photos, and write about their accomplishments. It was wonderful content that promoted them (accurately) as a great place to work.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":793,"type":27,"content":794},"37332a0f-f8ae-807e-a7c3-f7adc3ed8b14",{"rich_text":795,"icon":15,"color":36},[796],{"type":31,"text":797,"annotations":799,"plain_text":798,"href":15},{"content":798,"link":15},"This content completely confused AI search platforms. The AI started talking about the company not in terms of Saas or software but in terms of morale and team-building. It was extremely confusing for buyers who thought they were researching software options.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":801,"type":27,"content":802},"37332a0f-f8ae-80aa-810c-fb309b45e388",{"rich_text":803,"icon":15,"color":36},[804,808,812],{"type":31,"text":805,"annotations":807,"plain_text":806,"href":15},{"content":806,"link":15},"This misunderstanding was the result of content that was actually really awesome but ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":809,"annotations":811,"plain_text":810,"href":15},{"content":810,"link":15},"it wasn’t strategic",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":813,"annotations":815,"plain_text":814,"href":15},{"content":814,"link":15},". It was off-topic. It didn’t clearly relate to the company’s product or value proposition.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":817,"type":27,"content":818},"37332a0f-f8ae-80eb-bd9a-f1065892e592",{"rich_text":819,"icon":15,"color":36},[820],{"type":31,"text":821,"annotations":823,"plain_text":822,"href":15},{"content":822,"link":15},"I’m not saying that no one should ever do team-focused content. I’m saying there’s a risk that comes with producing random content now. AI will easily mistake your wacky one-off content for your core brand message if you don’t properly contextualize that material on the page itself. You need to help Claude to understand exactly what a team-building blog post is doing on a Saas site.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":825,"type":27,"content":826},"37332a0f-f8ae-80fb-9d3b-c62c1f875738",{"rich_text":827,"icon":15,"color":36},[828],{"type":31,"text":829,"annotations":831,"plain_text":830,"href":15},{"content":830,"link":15},"AI pulls ingredients from any part of the salad bar. Every ingredient has to be well cultivated. That’s the only way to ensure that whatever AI serves up to buyers is something that you’re proud to serve.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":833,"type":64,"content":834},"37332a0f-f8ae-806b-aa6b-c6b5965e8c4e",{"rich_text":835,"is_toggleable":35,"color":36},[836],{"type":31,"text":837,"annotations":839,"plain_text":838,"href":15},{"content":838,"link":15},"AI enablement: what it looks like in practice",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":841,"type":27,"content":842},"37332a0f-f8ae-80cc-84ed-cb162a539964",{"rich_text":843,"icon":15,"color":36},[844],{"type":31,"text":845,"annotations":847,"plain_text":846,"href":15},{"content":846,"link":15},"To talk about AI enablement, again, we go back to talking about sales team enablement. Your sales team is constantly making statements to clients on behalf of your business. They’re on sales calls, talking about the product value prop, key features, use cases. You enable them by providing those sales reps with battle cards, you talk tracks, all those things that they say the right stuff so you get the right customers that they're able to close the right deals.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":849,"type":27,"content":850},"37332a0f-f8ae-8074-9479-e35a38892f7f",{"rich_text":851,"icon":15,"color":36},[852],{"type":31,"text":853,"annotations":855,"plain_text":854,"href":15},{"content":854,"link":15},"You can approach AI enablement, fundamentally, the same way.  Provide all of the information the agent needs to accurately (and persuasively) represent the product to different buyers.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":857,"type":27,"content":858},"37332a0f-f8ae-801f-b714-f2b72dbd3b97",{"rich_text":859,"icon":15,"color":36},[860],{"type":31,"text":861,"annotations":863,"plain_text":862,"href":15},{"content":862,"link":15},"Instead of perfecting internal messaging materials, as you would for the sales teams, try perfecting the external materials for AI. That process means asking questions like…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":80,"children":865},[866,874,882,890,898,906],{"id":867,"type":84,"content":868,"bulleted_list_start":49},"37332a0f-f8ae-802b-804d-e607bbb2bcea",{"rich_text":869,"color":36},[870],{"type":31,"text":871,"annotations":873,"plain_text":872,"href":15},{"content":872,"link":15},"What is the messaging on the site?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":875,"type":84,"content":876},"37332a0f-f8ae-80a8-bdc6-e6ea4e589d1d",{"rich_text":877,"color":36},[878],{"type":31,"text":879,"annotations":881,"plain_text":880,"href":15},{"content":880,"link":15},"Is it consistent?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":883,"type":84,"content":884},"37332a0f-f8ae-8063-8ec6-c2686c951418",{"rich_text":885,"color":36},[886],{"type":31,"text":887,"annotations":889,"plain_text":888,"href":15},{"content":888,"link":15},"Do we have depth on our key topics?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":891,"type":84,"content":892},"37332a0f-f8ae-8051-9445-ce300ddf3e66",{"rich_text":893,"color":36},[894],{"type":31,"text":895,"annotations":897,"plain_text":896,"href":15},{"content":896,"link":15},"Coverage of your personas",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":899,"type":84,"content":900},"37332a0f-f8ae-808f-8185-e6ebe35c1b67",{"rich_text":901,"color":36},[902],{"type":31,"text":903,"annotations":905,"plain_text":904,"href":15},{"content":904,"link":15},"Velocity on new topics",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":907,"type":84,"content":908,"bulleted_list_end":49},"37332a0f-f8ae-8080-898d-f50893d56932",{"rich_text":909,"color":36},[910],{"type":31,"text":911,"annotations":913,"plain_text":912,"href":15},{"content":912,"link":15},"A current library",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":915,"type":27,"content":916},"37332a0f-f8ae-80a9-a3f6-cad9530caeaf",{"rich_text":917,"icon":15,"color":36},[918],{"type":31,"text":919,"annotations":921,"plain_text":920,"href":15},{"content":920,"link":15},"I’ve noticed that the depth of key topics is a big issue for brands that have shifted their product, or position, or their core messaging. If they’re offering something different than they did five years ago then they have a lot of old, outdated content in their library. If that old content is not outnumbered by newer, more relevant content then AI will keep getting the message wrong.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":923,"type":64,"content":924},"37332a0f-f8ae-8010-a172-fa543ad4a11b",{"rich_text":925,"is_toggleable":35,"color":36},[926],{"type":31,"text":927,"annotations":929,"plain_text":928,"href":15},{"content":928,"link":15},"The role of off-site channels in AI enablement",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":931,"type":27,"content":932},"37332a0f-f8ae-808b-a67b-d6f3121d8294",{"rich_text":933,"icon":15,"color":36},[934],{"type":31,"text":935,"annotations":937,"plain_text":936,"href":15},{"content":936,"link":15},"Reddit, LinkedIn, YouTube… AI is using the content on these user-driven sites to make sense of your brand. Some of that social content is coming from your competitors, too. You can’t control that.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":939,"type":27,"content":940},"37332a0f-f8ae-801a-8659-d9aa286e9fc0",{"rich_text":941,"icon":15,"color":36},[942],{"type":31,"text":943,"annotations":945,"plain_text":944,"href":15},{"content":944,"link":15},"Right now, however, the content on your own website is the easiest to control. I think it’s every marketer’s obligation to make sure that your website content is well tuned. This is the lowest-hanging fruit. It’s also, arguably, the most influential content for your AI presence.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":947,"type":27,"content":948},"37332a0f-f8ae-809d-87b4-e1f983edcae2",{"rich_text":949,"icon":15,"color":36},[950],{"type":31,"text":951,"annotations":953,"plain_text":952,"href":15},{"content":952,"link":15},"After you’ve curated the website content, focusing on these third-party sites becomes much easier. A lot of the messaging you use for social platforms can be adapted from the canonical material on your website.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":955,"type":27,"content":956},"37332a0f-f8ae-80d3-9ca9-cd128db67467",{"rich_text":957,"icon":15,"color":36},[958],{"type":31,"text":959,"annotations":961,"plain_text":960,"href":15},{"content":960,"link":15},"On the flipside, if you focus on the social side before you clean up the website content, you risk adding all sorts of inconsistencies into the mix. For example: if you post a great, opinionated piece on Reddit, but your website contradicts the opinions, then AI is going to get confused.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":963,"type":64,"content":964},"37332a0f-f8ae-8037-ac77-cb0878a27f13",{"rich_text":965,"is_toggleable":35,"color":36},[966],{"type":31,"text":967,"annotations":969,"plain_text":968,"href":15},{"content":968,"link":15},"How to deal with bad info on third-party sites",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":971,"type":27,"content":972},"37332a0f-f8ae-8048-baf7-d5c2f7dae72b",{"rich_text":973,"icon":15,"color":36},[974],{"type":31,"text":975,"annotations":977,"plain_text":976,"href":15},{"content":976,"link":15},"The nice thing about community-driven sites is that you can add to the conversation. If the problem area is a Reddit thread, for example, you can add your own comment – not in a sales-y way but in a sincere, community-minded way. Expand the conversation and correct any inaccuracies in other people’s comments.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":979,"type":27,"content":980},"37332a0f-f8ae-80aa-8a2c-d21538ea62b9",{"rich_text":981,"icon":15,"color":36},[982],{"type":31,"text":983,"annotations":985,"plain_text":984,"href":15},{"content":984,"link":15},"With user review sites like G2 you can often edit some of the branded information. If your product description is incorrect, for example, you can request changes. Often you can edit it yourself, as a user. You can update Amazon partner listings in this way.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":987,"type":27,"content":988},"37332a0f-f8ae-80a7-927c-f2aae9fa65f1",{"rich_text":989,"icon":15,"color":36},[990],{"type":31,"text":991,"annotations":993,"plain_text":992,"href":15},{"content":992,"link":15},"You can also address any misconceptions via content on your own website. If rumors are circulating about your product on LinkedIn then you can address them directly in an FAQ, for example, or a blog post.  The content on your homepage seems to carry more weight for AI than random community contents do.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":995,"type":165,"content":996},"37332a0f-f8ae-8067-ac25-c412fa5b3489",{"rich_text":997,"is_toggleable":35,"color":36},[998],{"type":31,"text":999,"annotations":1000,"plain_text":105,"href":15},{"content":105,"link":15},{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1002,"type":27,"content":1003},"37332a0f-f8ae-80b5-8ba8-d1cd0686691a",{"rich_text":1004,"icon":15,"color":36},[1005],{"type":31,"text":1006,"annotations":1008,"plain_text":1007,"href":15},{"content":1007,"link":15},"When I talk about optimization here, I’m not talking about formatting or any sort of short-term hacks. I’m talking about the structural components of your web content and your content system on the whole.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1010,"type":27,"content":1011},"37332a0f-f8ae-804f-9bab-f02db0236eb3",{"rich_text":1012,"icon":15,"color":36},[1013],{"type":31,"text":1014,"annotations":1016,"plain_text":1015,"href":15},{"content":1015,"link":15},"The TL;DR for this section: you want to speak deeply about the topics that matter most to your brands right now, address as many related questions as possible in a wide variety of content, and publish at a steady clip.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1018,"type":64,"content":1019},"37332a0f-f8ae-80a6-a943-cdf1eaae5469",{"rich_text":1020,"is_toggleable":35,"color":36},[1021],{"type":31,"text":1022,"annotations":1024,"plain_text":1023,"href":15},{"content":1023,"link":15},"Consistency",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1026,"type":27,"content":1027},"37332a0f-f8ae-80cc-81e1-ea656d7bee69",{"rich_text":1028,"icon":15,"color":36},[1029],{"type":31,"text":1030,"annotations":1032,"plain_text":1031,"href":15},{"content":1031,"link":15},"A consistent message has always been important for marketing but it takes on new dimensions in the age of AI. It goes beyond consistency in the copy you write. You need to also be consistent in the topics you focus on. This is just as true for your archived material as it is for your latest campaigns.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":80,"children":1034},[1035,1047,1059],{"id":1036,"type":84,"content":1037,"bulleted_list_start":49},"37332a0f-f8ae-8058-a072-f7f906bcf0dc",{"rich_text":1038,"color":36},[1039,1043],{"type":31,"text":1040,"annotations":1042,"plain_text":1041,"href":15},{"content":1041,"link":15},"Brand messaging. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1044,"annotations":1046,"plain_text":1045,"href":15},{"content":1045,"link":15},"Any page that contains outdated brand language is a liability. Any one of those outdated phrases could be parroted by Claude to your buyers.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1048,"type":84,"content":1049},"37332a0f-f8ae-8032-a65d-eaf0988be720",{"rich_text":1050,"color":36},[1051,1055],{"type":31,"text":1052,"annotations":1054,"plain_text":1053,"href":15},{"content":1053,"link":15},"Product features. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1056,"annotations":1058,"plain_text":1057,"href":15},{"content":1057,"link":15},"Long-forgotten product pages could work their way into AI responses even if your brand discontinued (or deprioritized) those products long ago.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1060,"type":84,"content":1061,"bulleted_list_end":49},"37332a0f-f8ae-80e7-9ba2-f3ba3e074bbf",{"rich_text":1062,"color":36},[1063,1067],{"type":31,"text":1064,"annotations":1066,"plain_text":1065,"href":15},{"content":1065,"link":15},"Topic focus",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1068,"annotations":1070,"plain_text":1069,"href":15},{"content":1069,"link":15},". If your “data mesh” content from 2020 outnumbers your present-day content about “open data infrastructure” then AI might think you’re still a data mesh brand.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1072,"type":27,"content":1073},"37332a0f-f8ae-80ba-9aea-c90a27e269be",{"rich_text":1074,"icon":15,"color":36},[1075],{"type":31,"text":1076,"annotations":1078,"plain_text":1077,"href":15},{"content":1077,"link":15},"I saw that last example play out in real-time for a client. They asked, “Why does Claude think that my company is a data mesh company?”",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1080,"type":27,"content":1081},"37332a0f-f8ae-8094-8444-d31f5541e2a9",{"rich_text":1082,"icon":15,"color":36},[1083],{"type":31,"text":1084,"annotations":1086,"plain_text":1085,"href":15},{"content":1085,"link":15},"The answer was simple: years ago they were, in fact, a data mesh company. Their website still had an inordinate amount of content from that era. AI platforms concluded – reasonably, if incorrectly – that their brand was still all about data mesh.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1088,"type":27,"content":1089},"37332a0f-f8ae-80da-b1f5-e0b3ebd5b121",{"rich_text":1090,"icon":15,"color":36},[1091],{"type":31,"text":1092,"annotations":1094,"plain_text":1093,"href":15},{"content":1093,"link":15},"Claude surfaced a lot of that outdated data mesh content in response to a wide variety of queries. It gave buyers the wrong impression. (It was really excellent content, too. That’s one reason why AI kept citing it, I think.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1096,"type":64,"content":1097},"37332a0f-f8ae-80fb-aed1-f715a2f150e6",{"rich_text":1098,"is_toggleable":35,"color":36},[1099],{"type":31,"text":1100,"annotations":1102,"plain_text":1101,"href":15},{"content":1101,"link":15},"Topic selection drives brand visibility",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1104,"type":27,"content":1105},"37332a0f-f8ae-80bf-9564-c9cb031a5e9e",{"rich_text":1106,"icon":15,"color":36},[1107],{"type":31,"text":1108,"annotations":1110,"plain_text":1109,"href":15},{"content":1109,"link":15},"Quality content is only useful when it’s addressing a topic that is strategically important to your brand. Otherwise, it will only confuse AI and, by extension, your buyers.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1112,"type":27,"content":1113},"37332a0f-f8ae-806f-ae0e-e2ffc0a52822",{"rich_text":1114,"icon":15,"color":36},[1115],{"type":31,"text":1116,"annotations":1118,"plain_text":1117,"href":15},{"content":1117,"link":15},"The screenshot below shows a brand visibility report that I pulled for that same client, the one who was tired of being associated with “data mesh.” The report shows frequency with which a brand is mentioned by AI when specific topics are brought up.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1120,"type":27,"content":1121},"37332a0f-f8ae-8075-bd0e-f01683f760ef",{"rich_text":1122,"icon":15,"color":36},[1123],{"type":31,"text":1124,"annotations":1126,"plain_text":1125,"href":15},{"content":1125,"link":15},"As you can see, the company’s visibility for “data mesh” was actually growing due to the continued success of old data mesh content.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1128,"type":27,"content":1129},"37332a0f-f8ae-8066-9e9b-e32a5f58e888",{"rich_text":1130,"icon":15,"color":36},[],{"id":1132,"type":194,"content":1133,"localImagePath":1138},"37332a0f-f8ae-80d3-b3fb-f04da9d109d0",{"caption":1134,"type":197,"file":1135},[],{"url":1136,"expiry_time":1137},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/239f82c2-b060-43c0-85a7-db7b896e48e9/web-Claude-consistentlyu.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466ZN6E5YHS%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154107Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJGMEQCIHCtdpqSTToO3o%2B%2Bk5HH4lVFy2PXz9xYm0OkvN%2BfMpC4AiAyMpWQLMSwlnn9jIwgQbuYutJYd2LFtEdONlxWz5QqtCr%2FAwgoEAAaDDYzNzQyMzE4MzgwNSIMBIfCo43FBFXZymBjKtwDMj7ni2j4XdAcHxC5aVZcNP1juZBq57GvYkkfAbt5sNuXE8%2F6CEaUn5lGwxl9Yx4CQ8Rg14pwHHRxGzupzngpcb4WXFT7j%2FmN98qxZQGVAhXm4Og9LYPDyuT2b9guHY3lmOTqtBAABJgZJKFvSxGFK3pgWLHd6tR2xAikCjN462g%2BFBfFWtMfQ0KOkvCOpxihrfTDKF1jEG1WpyPI1W0pTKd6buu2dkmRkQ2NpSWPO7Tzaj88ezovSsOjqy9DAOckrCS2XTfFo14tXW3V9p1qH%2BztrZqj13jTkmjTbOub8kxMQrFXdqUASD4JkLjvEf0TUt2R%2FEqi51oLKH%2FV5gkYWuICo2U26H%2FQb7mA%2FrgBQUWP6J0w%2FPsAno40iMF1QAcfR5PpMkX%2Bqg5jUvU9E8urpG2hoyH4nXBujWMNUuQcb1FOs%2FmmQNo%2FLt2w7%2FaPZXBp8HCsGHwMJqZ1xpZXm%2BaicRIIbrpSBfqlmm8qMd4rBQx4FaFbM%2FySDsp4h%2FYmUd8Tj6HPHNQnVT4aoCLVKrDC%2FUhT9XazEFTo26t%2FKRRkV1Pakmt1Eu3Zh%2F9gogSOhLF%2BunWKXbZzNx7yCcat%2B%2BnSc7Ojpl%2BgMQcPSQ71v5sceeJ8EVa5nJ33rDBtndcw%2Bt770AY6pgGqEWuKMSq3TjxH20Pjz0o1oioVeb8LSt%2BdA06R1buYS3t612N2iiHJ2Bmi0lEy8f4hmt2GaY9XO5XxDYk1jlnJs38G%2FYdqPF5ypnlVSGUhwcZZ622O4omIJHm%2Fa6OIxQbdE9NFH%2FXeD9wLkWLdLEa%2BAC7oPxnR6fEccuX977VcDyFThQXPl8RJ8v2g0vY4un%2FN1hVs4MmRz6p5Adh4d%2FwIkqJqdt9v&X-Amz-Signature=425e8d6fd503f6b2133da9603d8e5ba47c5ad6195c66eb8fc5baa0f21137b07f&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:07.280Z","web-Claude-consistentlyu.png",{"id":1140,"type":27,"content":1141},"37332a0f-f8ae-8068-b31e-f9c18385be29",{"rich_text":1142,"icon":15,"color":36},[1143],{"type":31,"text":1144,"annotations":1146,"plain_text":1145,"href":15},{"content":1145,"link":15},"This sort of dilemma is unique to the new AI search age. Up until now, marketers typically just wanted any and all of their content to get more visible. If you were winning in Google search rankings for a few completely unrelated topics then that was no big deal. Google was still going to serve up your content for relevant queries. Once people landed on your website they could quickly figure out for themselves what the brand was really about.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1148,"type":27,"content":1149},"37332a0f-f8ae-80b9-bca0-cf65ddd72f1b",{"rich_text":1150,"icon":15,"color":36},[1151],{"type":31,"text":1152,"annotations":1154,"plain_text":1153,"href":15},{"content":1153,"link":15},"That’s not how it works anymore. Now those off-topic associations are a big deal.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1156,"type":27,"content":1157},"37332a0f-f8ae-8030-a626-e844d0e85df5",{"rich_text":1158,"icon":15,"color":36},[1159],{"type":31,"text":1160,"annotations":1162,"plain_text":1161,"href":15},{"content":1161,"link":15},"Let’s look at one more example. This is from another Saas company that repositioned its product and brand quite a few times over the course of ten years. It started as an open source tool, then it became a cloud product, then it added new feature sets, different pricing models… Lots of iterations, as is the case with so many ambitious, successful startups.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1164,"type":27,"content":1165},"37332a0f-f8ae-804a-80de-e8d4186c4d8c",{"rich_text":1166,"icon":15,"color":36},[1167],{"type":31,"text":1168,"annotations":1170,"plain_text":1169,"href":15},{"content":1169,"link":15},"We collected data about their brand presence in AI, looking specifically at the different ways in which the brand was described in platforms like Claude and ChatGPT. When it came to characterizing the product as a tool, AI provided no less than nine different categories for this brand. 👇",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1172,"type":27,"content":1173},"37332a0f-f8ae-80b3-a601-d91494ba5896",{"rich_text":1174,"icon":15,"color":36},[],{"id":1176,"type":194,"content":1177,"localImagePath":1182},"37332a0f-f8ae-80b6-9457-cd053a797142",{"caption":1178,"type":197,"file":1179},[],{"url":1180,"expiry_time":1181},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/c324ce96-e9e4-470c-ba42-8e9407f98b74/web-claude-consistency-variation-terms.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466ZN6E5YHS%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154109Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJGMEQCIHCtdpqSTToO3o%2B%2Bk5HH4lVFy2PXz9xYm0OkvN%2BfMpC4AiAyMpWQLMSwlnn9jIwgQbuYutJYd2LFtEdONlxWz5QqtCr%2FAwgoEAAaDDYzNzQyMzE4MzgwNSIMBIfCo43FBFXZymBjKtwDMj7ni2j4XdAcHxC5aVZcNP1juZBq57GvYkkfAbt5sNuXE8%2F6CEaUn5lGwxl9Yx4CQ8Rg14pwHHRxGzupzngpcb4WXFT7j%2FmN98qxZQGVAhXm4Og9LYPDyuT2b9guHY3lmOTqtBAABJgZJKFvSxGFK3pgWLHd6tR2xAikCjN462g%2BFBfFWtMfQ0KOkvCOpxihrfTDKF1jEG1WpyPI1W0pTKd6buu2dkmRkQ2NpSWPO7Tzaj88ezovSsOjqy9DAOckrCS2XTfFo14tXW3V9p1qH%2BztrZqj13jTkmjTbOub8kxMQrFXdqUASD4JkLjvEf0TUt2R%2FEqi51oLKH%2FV5gkYWuICo2U26H%2FQb7mA%2FrgBQUWP6J0w%2FPsAno40iMF1QAcfR5PpMkX%2Bqg5jUvU9E8urpG2hoyH4nXBujWMNUuQcb1FOs%2FmmQNo%2FLt2w7%2FaPZXBp8HCsGHwMJqZ1xpZXm%2BaicRIIbrpSBfqlmm8qMd4rBQx4FaFbM%2FySDsp4h%2FYmUd8Tj6HPHNQnVT4aoCLVKrDC%2FUhT9XazEFTo26t%2FKRRkV1Pakmt1Eu3Zh%2F9gogSOhLF%2BunWKXbZzNx7yCcat%2B%2BnSc7Ojpl%2BgMQcPSQ71v5sceeJ8EVa5nJ33rDBtndcw%2Bt770AY6pgGqEWuKMSq3TjxH20Pjz0o1oioVeb8LSt%2BdA06R1buYS3t612N2iiHJ2Bmi0lEy8f4hmt2GaY9XO5XxDYk1jlnJs38G%2FYdqPF5ypnlVSGUhwcZZ622O4omIJHm%2Fa6OIxQbdE9NFH%2FXeD9wLkWLdLEa%2BAC7oPxnR6fEccuX977VcDyFThQXPl8RJ8v2g0vY4un%2FN1hVs4MmRz6p5Adh4d%2FwIkqJqdt9v&X-Amz-Signature=0374394eb810fbae708bffe07d53eadb85cb4123647a655d12f8ab0ad0d040d8&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:08.860Z","web-claude-consistency-variation-terms.png",{"id":1184,"type":27,"content":1185},"37332a0f-f8ae-808a-90ab-c09543af96c5",{"rich_text":1186,"icon":15,"color":36},[1187],{"type":31,"text":1188,"annotations":1190,"plain_text":1189,"href":15},{"content":1189,"link":15},"In the SEO era, those kinds of changes would not have been a problem for the brand. In the age of AI, however, all of that variation leads to mixed messages.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1192,"type":27,"content":1193},"37332a0f-f8ae-805d-a3bb-e33d95889ab3",{"rich_text":1194,"icon":15,"color":36},[1195],{"type":31,"text":1196,"annotations":1198,"plain_text":1197,"href":15},{"content":1197,"link":15},"Curating your content for strategic topics – and eliminating the non-strategic subject matter – is a necessary first step for making sure Claude gets the message clear. Addressing the topics isn’t quite enough, though. Your library needs to have a significant catalog of content about those core topics.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1200,"type":64,"content":1201},"37332a0f-f8ae-8018-ac78-d2604c13f76a",{"rich_text":1202,"is_toggleable":35,"color":36},[1203],{"type":31,"text":1204,"annotations":1206,"plain_text":1205,"href":15},{"content":1205,"link":15},"Depth",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1208,"type":27,"content":1209},"37332a0f-f8ae-80a5-80ab-eaeba9792223",{"rich_text":1210,"icon":15,"color":36},[1211],{"type":31,"text":1212,"annotations":1214,"plain_text":1213,"href":15},{"content":1213,"link":15},"The categories in your content library that have the most content should be the categories that are most central to your brand and product.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1216,"type":27,"content":1217},"37332a0f-f8ae-80af-a90d-fa2fdb77cde1",{"rich_text":1218,"icon":15,"color":36},[1219],{"type":31,"text":1220,"annotations":1222,"plain_text":1221,"href":15},{"content":1221,"link":15},"Developer-led companies are a real success story in this regard because they already have really deep documentation libraries. It’s a necessity for their users. One exciting byproduct: it provides AI with a wealth of detailed material to review. (The “salad bar” is well stocked and fresh, you might say.) So when buyers ask questions about a dev company, AI is able to provide accurate answers.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1224,"type":27,"content":1225},"37332a0f-f8ae-806e-bb50-e707817555a4",{"rich_text":1226,"icon":15,"color":36},[1227],{"type":31,"text":1228,"annotations":1230,"plain_text":1229,"href":15},{"content":1229,"link":15},"That’s the exact kind of source material AI needs to make sense of your product and teach other people about it.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1232,"type":27,"content":1233},"37332a0f-f8ae-801c-b0e2-da161a73c90c",{"rich_text":1234,"icon":15,"color":36},[1235],{"type":31,"text":1236,"annotations":1238,"plain_text":1237,"href":15},{"content":1237,"link":15},"Less technical brands tend to have less documentation, which means AI winds up doing a lot more guesswork. In the near future, those brands might wind up creating more technical documentation in order to get the message clear in AI search.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1240,"type":27,"content":1241},"37332a0f-f8ae-80b0-8afa-ecc8df5282f5",{"rich_text":1242,"icon":15,"color":36},[1243],{"type":31,"text":1244,"annotations":1246,"plain_text":1245,"href":15},{"content":1245,"link":15},"Content serves a new function in this regard. If marketing your product in AI search requires providing more plainspoken context for AI then valuable marketing content might start looking more like developer documentation. Less clever copy, more straightforward diagnostics.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1248,"type":64,"content":1249},"37332a0f-f8ae-80a1-b9b8-c3a2887ffc88",{"rich_text":1250,"is_toggleable":35,"color":36},[1251],{"type":31,"text":1252,"annotations":1254,"plain_text":1253,"href":15},{"content":1253,"link":15},"Content with depth requires more collaboration",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1256,"type":27,"content":1257},"37332a0f-f8ae-80c6-baf7-f1031657337f",{"rich_text":1258,"icon":15,"color":36},[1259],{"type":31,"text":1260,"annotations":1262,"plain_text":1261,"href":15},{"content":1261,"link":15},"I’m talking about content that goes deep on the details about how a specific feature works, for example. This is greater technical detail than a content team might be expected to produce back in the SEO era. Generalist copy writers alone will not be able to provide the kind of systemic detail and analysis about products that AI requires.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1264,"type":27,"content":1265},"37332a0f-f8ae-807e-a081-d1f76f7bd9ca",{"rich_text":1266,"icon":15,"color":36},[1267],{"type":31,"text":1268,"annotations":1270,"plain_text":1269,"href":15},{"content":1269,"link":15},"Get the in-house experts involved: your docs team, your CS team, your engineers. AI platforms are looking for detailed content all over your website. They don’t care if it’s published on the Help page or Docs page or the Blog. (Again, this is where consistency is key.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1272,"type":27,"content":1273},"37332a0f-f8ae-8029-8124-c13405ca84d4",{"rich_text":1274,"icon":15,"color":36},[1275],{"type":31,"text":1276,"annotations":1278,"plain_text":1277,"href":15},{"content":1277,"link":15},"Plus, expert voices make any piece of content more original and interesting for real, live, human beings to read. And that is, ultimately, who we’re trying to satisfy.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1280,"type":64,"content":1281},"37332a0f-f8ae-8010-a4c2-dddf493c66ad",{"rich_text":1282,"is_toggleable":35,"color":36},[1283],{"type":31,"text":1284,"annotations":1286,"plain_text":1285,"href":15},{"content":1285,"link":15},"Breadth",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1288,"type":27,"content":1289},"37332a0f-f8ae-8043-aab4-fc931fecfd8b",{"rich_text":1290,"icon":15,"color":36},[1291],{"type":31,"text":1292,"annotations":1294,"plain_text":1293,"href":15},{"content":1293,"link":15},"What specific questions are buyers asking about your products? If you don’t address those questions explicitly then AI will. And, remember: Claude never says, “I don’t know.” If it doesn’t have a factual answer then it’s going to fabricate one.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1296,"type":27,"content":1297},"37332a0f-f8ae-802d-9a1c-ccbaa7b66594",{"rich_text":1298,"icon":15,"color":36},[1299],{"type":31,"text":1300,"annotations":1302,"plain_text":1301,"href":15},{"content":1301,"link":15},"So, ideally, your website should have content that addresses every known buyer question. Questions about product features, pricing, use cases, ROI, onboarding… This is what I mean by breadth in your content library.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1304,"type":27,"content":1305},"37332a0f-f8ae-8069-b9d6-ecdf7616d4ce",{"rich_text":1306,"icon":15,"color":36},[],{"id":1308,"type":194,"content":1309,"localImagePath":1314},"37332a0f-f8ae-806b-8403-e0c00c445c35",{"caption":1310,"type":197,"file":1311},[],{"url":1312,"expiry_time":1313},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/e01f5e78-0aa9-4aa8-9e3f-e47a2023a7dd/web-Claude-speak-broadly.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466ZN6E5YHS%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154109Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJGMEQCIHCtdpqSTToO3o%2B%2Bk5HH4lVFy2PXz9xYm0OkvN%2BfMpC4AiAyMpWQLMSwlnn9jIwgQbuYutJYd2LFtEdONlxWz5QqtCr%2FAwgoEAAaDDYzNzQyMzE4MzgwNSIMBIfCo43FBFXZymBjKtwDMj7ni2j4XdAcHxC5aVZcNP1juZBq57GvYkkfAbt5sNuXE8%2F6CEaUn5lGwxl9Yx4CQ8Rg14pwHHRxGzupzngpcb4WXFT7j%2FmN98qxZQGVAhXm4Og9LYPDyuT2b9guHY3lmOTqtBAABJgZJKFvSxGFK3pgWLHd6tR2xAikCjN462g%2BFBfFWtMfQ0KOkvCOpxihrfTDKF1jEG1WpyPI1W0pTKd6buu2dkmRkQ2NpSWPO7Tzaj88ezovSsOjqy9DAOckrCS2XTfFo14tXW3V9p1qH%2BztrZqj13jTkmjTbOub8kxMQrFXdqUASD4JkLjvEf0TUt2R%2FEqi51oLKH%2FV5gkYWuICo2U26H%2FQb7mA%2FrgBQUWP6J0w%2FPsAno40iMF1QAcfR5PpMkX%2Bqg5jUvU9E8urpG2hoyH4nXBujWMNUuQcb1FOs%2FmmQNo%2FLt2w7%2FaPZXBp8HCsGHwMJqZ1xpZXm%2BaicRIIbrpSBfqlmm8qMd4rBQx4FaFbM%2FySDsp4h%2FYmUd8Tj6HPHNQnVT4aoCLVKrDC%2FUhT9XazEFTo26t%2FKRRkV1Pakmt1Eu3Zh%2F9gogSOhLF%2BunWKXbZzNx7yCcat%2B%2BnSc7Ojpl%2BgMQcPSQ71v5sceeJ8EVa5nJ33rDBtndcw%2Bt770AY6pgGqEWuKMSq3TjxH20Pjz0o1oioVeb8LSt%2BdA06R1buYS3t612N2iiHJ2Bmi0lEy8f4hmt2GaY9XO5XxDYk1jlnJs38G%2FYdqPF5ypnlVSGUhwcZZ622O4omIJHm%2Fa6OIxQbdE9NFH%2FXeD9wLkWLdLEa%2BAC7oPxnR6fEccuX977VcDyFThQXPl8RJ8v2g0vY4un%2FN1hVs4MmRz6p5Adh4d%2FwIkqJqdt9v&X-Amz-Signature=f87776d561b34ea8d679dff2a90455728bd417969b4e8a8042df6a828afdc597&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:08.866Z","web-Claude-speak-broadly.png",{"id":1316,"type":27,"content":1317},"37332a0f-f8ae-8078-8432-c72727c99b3a",{"rich_text":1318,"icon":15,"color":36},[1319,1323,1329],{"type":31,"text":1320,"annotations":1322,"plain_text":1321,"href":15},{"content":1321,"link":15},"In order to cover an adequate breadth of queries you need to first know what queries people are actually asking.  There are various ways to get this data. Paid tools like Profound measure prompt volume. Google Search Console will give you data about actual queries: you can see the longtail questions that Claude sends out to Google search. ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1324,"annotations":1328,"plain_text":1325,"href":1327},{"content":1325,"link":1326},"Bing webmaster tools are actually really good for this",{"url":1327},"https://www.ercule.com/blog/accurate-ai-search-data-bing",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1330,"annotations":1332,"plain_text":1331,"href":15},{"content":1331,"link":15},", too.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1334,"type":27,"content":1335},"37332a0f-f8ae-8083-841f-d6e402abbcbc",{"rich_text":1336,"icon":15,"color":36},[1337],{"type":31,"text":1338,"annotations":1340,"plain_text":1339,"href":15},{"content":1339,"link":15},"Additionally, you can look at social platforms and online communities to identify the questions that people are asking each other, the use cases they’re debating, the industries in which they’re integrating solutions that are relevant to your brand. Those are places that you want to have pretty thorough coverage.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1342,"type":64,"content":1343},"37332a0f-f8ae-80d5-ab9b-edb74386f94d",{"rich_text":1344,"is_toggleable":35,"color":36},[1345],{"type":31,"text":1346,"annotations":1348,"plain_text":1347,"href":15},{"content":1347,"link":15},"Breadth of audience, too",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1350,"type":27,"content":1351},"37332a0f-f8ae-80d3-9459-fa9d5078a1c8",{"rich_text":1352,"icon":15,"color":36},[1353],{"type":31,"text":1354,"annotations":1356,"plain_text":1355,"href":15},{"content":1355,"link":15},"As I noted above, Claude tailors its responses to the individual user. This means that it’s going to provide unique responses to every member of a company’s buying committee.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1358,"type":27,"content":1359},"37332a0f-f8ae-809e-a4b0-ed8fdaea5c11",{"rich_text":1360,"icon":15,"color":36},[1361],{"type":31,"text":1362,"annotations":1364,"plain_text":1363,"href":15},{"content":1363,"link":15},"In the old days, when initial product research required a lot of clicking and backtracking and trudging through Google search, one person was typically assigned to that task. AI has made the process much more fluid.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1366,"type":27,"content":1367},"37332a0f-f8ae-80c7-b906-f8cc574f62bc",{"rich_text":1368,"icon":15,"color":36},[1369],{"type":31,"text":1370,"annotations":1372,"plain_text":1371,"href":15},{"content":1371,"link":15},"Your core buyer is presumably doing some initial research with Claude and so is everyone else on the buying committee. So the Chief Security Officer and the Chief Financial Officer are each using Claude on their own to figure out what a product is about. 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In the past, you might not have created content aimed at each of those people (CSO, CFO, CMO, etc.). Today those assets are more important. Claude, your ever-eager intern, is trying to answer questions for all of these different people in the buying committee. 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Your company might have reasonable, strategic reasons for not talking about pricing on your website. That’s fine. Just remember there are consequences for that strategy now. Somebody else might publish about it. Claude will repeat their opinions. You’re probably not going to like what you see.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1438,"type":27,"content":1439},"37332a0f-f8ae-809d-bf9a-cf6650bac054",{"rich_text":1440,"icon":15,"color":36},[1441],{"type":31,"text":1442,"annotations":1444,"plain_text":1443,"href":15},{"content":1443,"link":15},"I’ve been on the other side of this tactic, too. In the traditional SEO context I helped clients publish pricing pages about their competitors. It worked! The pages ranked well, stole clicks from competitors, and drove conversions. AI is eliminating a lot of the clicks from such tactics (as it’s stealing clicks from all tactics) but the risk remains: competitors exerting a ton of influence over your brand’s reputation.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1446,"type":64,"content":1447},"37332a0f-f8ae-800a-8c97-f366a6a53b22",{"rich_text":1448,"is_toggleable":35,"color":36},[1449],{"type":31,"text":1450,"annotations":1452,"plain_text":1451,"href":15},{"content":1451,"link":15},"Speed",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1454,"type":27,"content":1455},"37332a0f-f8ae-80c8-a87a-f67cb64e160a",{"rich_text":1456,"icon":15,"color":36},[1457],{"type":31,"text":1458,"annotations":1460,"plain_text":1459,"href":15},{"content":1459,"link":15},"When I talk about speed I’m talking about speed of publishing and updating web content. 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Lots of your coworkers do, too. (And if they’re not using it yet then they should probably start getting familiar with it.)  When AI gets the message right, all of these people, internally and externally, are better equipped to spread the word about your product.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1537,"type":27,"content":1538},"37332a0f-f8ae-80ef-9d89-c6f652db36a0",{"rich_text":1539,"icon":15,"color":36},[1540],{"type":31,"text":1541,"annotations":1543,"plain_text":1542,"href":15},{"content":1542,"link":15},"It might be a sales person who’s making a few new slides. It might be a brand partner who’s building a page on their website about how your product integrates with theirs. It could be the copywriters working on new social media posts.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1545,"type":27,"content":1546},"37332a0f-f8ae-80e6-a899-ca497e7d3233",{"rich_text":1547,"icon":15,"color":36},[1548],{"type":31,"text":1549,"annotations":1551,"plain_text":1550,"href":15},{"content":1550,"link":15},"All of these folks used to rely on internal documentation in order to do their job. Getting the freshest possible data was never easy. Official brand guides and product updates took weeks. 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To grow it and refine it so that AI becomes a more profitable marketing channel. You do that by making sure every page on your site is high-quality, current, and serving a strategic function.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1596,"type":27,"content":1597},"37332a0f-f8ae-80e9-ae88-ff60a3a32b86",{"rich_text":1598,"icon":15,"color":36},[1599],{"type":31,"text":1600,"annotations":1602,"plain_text":1601,"href":15},{"content":1601,"link":15},"So how do you create and maintain that content consistently, thoroughly, and at speed? You use a content system. (Content systems are one of our central obsessions at ércule.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1604,"type":27,"content":1605},"37332a0f-f8ae-8021-b6d2-f683b95d7943",{"rich_text":1606,"icon":15,"color":36},[1607],{"type":31,"text":1608,"annotations":1610,"plain_text":1609,"href":15},{"content":1609,"link":15},"So let’s talk about what it looks like to set up a content system that will help you with AI search.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1612,"type":64,"content":1613},"37332a0f-f8ae-80bc-a266-c3c9feb7241b",{"rich_text":1614,"is_toggleable":35,"color":36},[1615],{"type":31,"text":1616,"annotations":1618,"plain_text":1617,"href":15},{"content":1617,"link":15},"Speed is the outcome but not the goal",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1620,"type":27,"content":1621},"37332a0f-f8ae-80e6-bd08-e2912b814978",{"rich_text":1622,"icon":15,"color":36},[1623],{"type":31,"text":1624,"annotations":1626,"plain_text":1625,"href":15},{"content":1625,"link":15},"This tends to get lost in the greater AI discourse, amid all of the hype and hyperscalers. Yes, the speed of AI is incredible. No, speed is not the goal here.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1628,"type":27,"content":1629},"37332a0f-f8ae-80bd-95b7-dd42195cfca3",{"rich_text":1630,"icon":15,"color":36},[1631],{"type":31,"text":1632,"annotations":1634,"plain_text":1633,"href":15},{"content":1633,"link":15},"Efficiency and effectiveness in content production requires more than speed: it requires publishing high-quality content on strategic topics and doing so in a strategic way. This is categorically different from the goal of publishing content at scale.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1636,"type":27,"content":1637},"37332a0f-f8ae-80fa-a3fe-d0ba79291e2e",{"rich_text":1638,"icon":15,"color":36},[1639,1643,1647,1651],{"type":31,"text":1640,"annotations":1642,"plain_text":1641,"href":15},{"content":1641,"link":15},"I mean, you totally ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1644,"annotations":1646,"plain_text":1645,"href":15},{"content":1645,"link":15},"can",{"bold":35,"italic":49,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1648,"annotations":1650,"plain_text":1649,"href":15},{"content":1649,"link":15}," publish every single variation of every keyword that you can possibly find – it's actually one of the easier things to do with AI – but I don’t recommend it. What you really want is ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1652,"annotations":1654,"plain_text":1653,"href":15},{"content":1653,"link":15},"velocity, quality, and consistency.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1656,"type":64,"content":1657},"37332a0f-f8ae-8076-a201-d948f4b4da0e",{"rich_text":1658,"is_toggleable":35,"color":36},[1659],{"type":31,"text":1660,"annotations":1662,"plain_text":1661,"href":15},{"content":1661,"link":15},"Example: an efficient (and speedy) content system",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1664,"type":27,"content":1665},"37332a0f-f8ae-80d5-8313-cd76eb14c9bc",{"rich_text":1666,"icon":15,"color":36},[1667],{"type":31,"text":1668,"annotations":1670,"plain_text":1669,"href":15},{"content":1669,"link":15},"Below I have a content velocity report. It shows, month by month, how much a client is publishing. Different colors represent different types of content (i.e. traditional  blogs, LLM-assisted blogs, updated pages, etc.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1672,"type":27,"content":1673},"37332a0f-f8ae-80ba-8fa4-f0c1430f8f42",{"rich_text":1674,"icon":15,"color":36},[1675],{"type":31,"text":1676,"annotations":1678,"plain_text":1677,"href":15},{"content":1677,"link":15},"This is data from a client engagement. This brand had been publishing traditional, human-made blog content. (That’s the red stuff in the bar chart.) Publishing everything by hand is hard, as we all know. 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In that first month their content output doubled.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1708,"type":27,"content":1709},"37332a0f-f8ae-8031-bf88-fe79cb238e8b",{"rich_text":1710,"icon":15,"color":36},[1711],{"type":31,"text":1712,"annotations":1714,"plain_text":1713,"href":15},{"content":1713,"link":15},"We phased in other types of content, too: different LLM-assisted pieces as well as (manual) page updates. By January their output was at more than 300% of its original monthly volume.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1716,"type":27,"content":1717},"37332a0f-f8ae-80ec-9145-f253d5bc2e35",{"rich_text":1718,"icon":15,"color":36},[1719],{"type":31,"text":1720,"annotations":1722,"plain_text":1721,"href":15},{"content":1721,"link":15},"Every one of those published pieces had strong fundamentals: addressing specific customer questions, integrating the most current product positioning, conveying it all in the brand’s idiosyncratic voice. The quality of the AI-assisted stuff is good. It’s not incredible but it’s doing strategic work, and we’re publishing it at a competitive rate. And the results speak for themselves…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1724,"type":64,"content":1725},"37332a0f-f8ae-80b1-b9dc-f32c5ffb2978",{"rich_text":1726,"is_toggleable":35,"color":36},[1727],{"type":31,"text":1728,"annotations":1730,"plain_text":1729,"href":15},{"content":1729,"link":15},"Content velocity drives traffic and pipeline",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1732,"type":27,"content":1733},"37332a0f-f8ae-8088-ba08-e0d79365c3e6",{"rich_text":1734,"icon":15,"color":36},[1735],{"type":31,"text":1736,"annotations":1738,"plain_text":1737,"href":15},{"content":1737,"link":15},"One reason why I’m big on content velocity: it tracks pretty directly with inbound traffic. 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This is all organic traffic.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1760,"type":27,"content":1761},"37332a0f-f8ae-80ee-baf9-fdac565422c6",{"rich_text":1762,"icon":15,"color":36},[1763],{"type":31,"text":1764,"annotations":1766,"plain_text":1765,"href":15},{"content":1765,"link":15},"The traffic volume in this example includes labeled traffic as well as direct traffic. Traffic from AI platforms like Claude and ChatGPT typically shows up as “direct traffic.” Most of the time ChatGPT or Claude will not give you any way of knowing that it's coming from AI. So this is a good thing to test.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1768,"type":27,"content":1769},"37332a0f-f8ae-8042-a216-d47c6d20602b",{"rich_text":1770,"icon":15,"color":36},[1771],{"type":31,"text":1772,"annotations":1774,"plain_text":1773,"href":15},{"content":1773,"link":15},"And this correlates also with pipeline. The chart below shows traffic from leads who are in our pipeline. 👇",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1776,"type":27,"content":1777},"37332a0f-f8ae-8047-8ea4-da8c68764c35",{"rich_text":1778,"icon":15,"color":36},[],{"id":1780,"type":194,"content":1781,"localImagePath":1786},"37332a0f-f8ae-8094-b0cf-c2e21f2c5c59",{"caption":1782,"type":197,"file":1783},[],{"url":1784,"expiry_time":1785},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/0b4d4962-1a65-40e3-8437-2de3299be230/web-claude-pipeline.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466WFJUKNQF%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154116Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIGT%2F2ei4SZ5WcIf%2FlXuyTFQJ%2B7gwfYvtQyky0t5TE8HNAiEA0DqxLqbEx2FYyUgDOv685VVlDSAkJEq3JNgH3j8R%2B%2B8q%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDLUohIs2dX1vhylh4SrcAyIk8RCaaU9V0nxu6dlBTpgMhRNLAKUspiQFBS2HAdE8bU5RsMViXy8QLsB1g1%2FckvCt%2F3DTk9RcxiUxrezbZ%2FdwoqdJkJWhh5oi7qaASVndCOg3yJOSnT39b2y%2FVdfGRyZ6Ogd%2B1T%2B4xSXzbWrsLlkDY7SrQZlNro5ONfJj81ZUE1X0Wa4ErqQDtxvOVMmynh0pWuZkhUfVYOTd65MQ4LL6vmazmTsX%2F6OCLcBFNfp7L11hIyYvVZyB9j%2FTlbZIiNyFXBHK3slDbCiNwA0xbSpeI3ntjvvlMJfbAbqoPeWf5WPVszt6pezuoRsIFfIwYWetpB%2FYz61%2Bw7R%2B13k%2FzZ0QmxVwf09gDG5QHQdGGCbAP2IWWACeFjjHks0lD7uM%2BeoKgWb37yUyrzU0uauUF2W9sk9Un%2FWOouEfcDi6mBCvRTuEG7s%2FjzFHDLPzMOn5prnx1%2BIjGzu53P5L8FoDqS2LQxgbvGXEl8QEw8C7s1sFzqt%2FsO4sbecWRBeDzNBTdyL8a1KwXnfD7FXOg5UPaPSEl0hlbdaJ7D4TUCH9rYCodtIDOYxyfjXcCi%2BAgfrSIVx4QPTiygU%2BDnDZqjcvKy9%2BsCGVf43L0qFC3yPMXVPnOEcsQmgE2nSx9rasMPLf%2B9AGOqUBw6%2BTIs7upXtRWcT8I39Gfet0syxw%2BBIjbgzZ2vuduqcRBxJXzSmVP6tvRNAo34WXFWGXf9j09ttgh%2FRR9FMEuXHSGoyUJWAt4QozawnFQG43gmmm7ihVt0O%2FWnJmr3ePYwdOPRet205OYlsy%2Blko64aSXxbDfUe9qRdb43PiMmJ%2FF47WPK5Y6kbnV27DVDSk%2FAeNmDp%2BIQiOPmNg%2BgmW5mN4j3I4&X-Amz-Signature=f7e5d89aa9f9d17602aab07eb5657946309b7d5ada3194721c001e6562e85f1b&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:16.696Z","web-claude-pipeline.png",{"id":1788,"type":27,"content":1789},"37332a0f-f8ae-8014-8b6c-e70de538aba8",{"rich_text":1790,"icon":15,"color":36},[1791],{"type":31,"text":1792,"annotations":1794,"plain_text":1793,"href":15},{"content":1793,"link":15},"People really are searching for these things. And, if you can get visible in LLMs, you really can drive additional pipeline opportunities for folks coming from there.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1796,"type":27,"content":1797},"37332a0f-f8ae-8006-8ff6-d4fb43269a48",{"rich_text":1798,"icon":15,"color":36},[1799],{"type":31,"text":1800,"annotations":1802,"plain_text":1801,"href":15},{"content":1801,"link":15},"What I’m saying is: velocity drives traffic and this traffic drives pipeline.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1804,"type":64,"content":1805},"37332a0f-f8ae-80e6-944b-ff1142f802db",{"rich_text":1806,"is_toggleable":35,"color":36},[1807],{"type":31,"text":1808,"annotations":1810,"plain_text":1809,"href":15},{"content":1809,"link":15},"Attribution is messy in AI but you can make it work",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1812,"type":27,"content":1813},"37332a0f-f8ae-802a-a3c0-d75e82825219",{"rich_text":1814,"icon":15,"color":36},[1815],{"type":31,"text":1816,"annotations":1818,"plain_text":1817,"href":15},{"content":1817,"link":15},"Marketers are constantly expected to provide granular data that proves their successes. We have to re-position this conversation at the right level internally to focus on the system on a holistic level first.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1820,"type":27,"content":1821},"37332a0f-f8ae-80c6-8a7e-e7331954e144",{"rich_text":1822,"icon":15,"color":36},[1823],{"type":31,"text":1824,"annotations":1826,"plain_text":1825,"href":15},{"content":1825,"link":15},"Because of the direct traffic issue, there’s a gap between AI visibility and pipeline. In other words: you might know that one of your converted sales clicked over from ChatGPT but you don’t know what ChatGPT told them before they clicked over to your site.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1828,"type":27,"content":1829},"37332a0f-f8ae-80ce-b2c9-cbc54501766c",{"rich_text":1830,"icon":15,"color":36},[],{"id":1832,"type":194,"content":1833,"localImagePath":1838},"37332a0f-f8ae-80ac-a1f9-f9afb09a773d",{"caption":1834,"type":197,"file":1835},[],{"url":1836,"expiry_time":1837},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/d3778be0-9b19-4293-aed3-d98a86b981a7/web-claude-direct-traffic-llms.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466WFJUKNQF%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154116Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIGT%2F2ei4SZ5WcIf%2FlXuyTFQJ%2B7gwfYvtQyky0t5TE8HNAiEA0DqxLqbEx2FYyUgDOv685VVlDSAkJEq3JNgH3j8R%2B%2B8q%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDLUohIs2dX1vhylh4SrcAyIk8RCaaU9V0nxu6dlBTpgMhRNLAKUspiQFBS2HAdE8bU5RsMViXy8QLsB1g1%2FckvCt%2F3DTk9RcxiUxrezbZ%2FdwoqdJkJWhh5oi7qaASVndCOg3yJOSnT39b2y%2FVdfGRyZ6Ogd%2B1T%2B4xSXzbWrsLlkDY7SrQZlNro5ONfJj81ZUE1X0Wa4ErqQDtxvOVMmynh0pWuZkhUfVYOTd65MQ4LL6vmazmTsX%2F6OCLcBFNfp7L11hIyYvVZyB9j%2FTlbZIiNyFXBHK3slDbCiNwA0xbSpeI3ntjvvlMJfbAbqoPeWf5WPVszt6pezuoRsIFfIwYWetpB%2FYz61%2Bw7R%2B13k%2FzZ0QmxVwf09gDG5QHQdGGCbAP2IWWACeFjjHks0lD7uM%2BeoKgWb37yUyrzU0uauUF2W9sk9Un%2FWOouEfcDi6mBCvRTuEG7s%2FjzFHDLPzMOn5prnx1%2BIjGzu53P5L8FoDqS2LQxgbvGXEl8QEw8C7s1sFzqt%2FsO4sbecWRBeDzNBTdyL8a1KwXnfD7FXOg5UPaPSEl0hlbdaJ7D4TUCH9rYCodtIDOYxyfjXcCi%2BAgfrSIVx4QPTiygU%2BDnDZqjcvKy9%2BsCGVf43L0qFC3yPMXVPnOEcsQmgE2nSx9rasMPLf%2B9AGOqUBw6%2BTIs7upXtRWcT8I39Gfet0syxw%2BBIjbgzZ2vuduqcRBxJXzSmVP6tvRNAo34WXFWGXf9j09ttgh%2FRR9FMEuXHSGoyUJWAt4QozawnFQG43gmmm7ihVt0O%2FWnJmr3ePYwdOPRet205OYlsy%2Blko64aSXxbDfUe9qRdb43PiMmJ%2FF47WPK5Y6kbnV27DVDSk%2FAeNmDp%2BIQiOPmNg%2BgmW5mN4j3I4&X-Amz-Signature=1f2789b87c41665629556295ab6af7ae413ced7996f8875e93be5c5e6f2e0753&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:16.711Z","web-claude-direct-traffic-llms.png",{"id":1840,"type":27,"content":1841},"37332a0f-f8ae-80eb-8e86-cb1baf2ba144",{"rich_text":1842,"icon":15,"color":36},[1843],{"type":31,"text":1844,"annotations":1846,"plain_text":1845,"href":15},{"content":1845,"link":15},"You can, however, infer some things by putting direct traffic data and conversion data on a matrix. Here are the four positions:",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":80,"children":1848},[1849,1861,1873,1885],{"id":1850,"type":84,"content":1851,"bulleted_list_start":49},"37332a0f-f8ae-8029-a54a-ee0c8edb658f",{"rich_text":1852,"color":36},[1853,1857],{"type":31,"text":1854,"annotations":1856,"plain_text":1855,"href":15},{"content":1855,"link":15},"No AI visibility and no revenue from AI traffic. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1858,"annotations":1860,"plain_text":1859,"href":15},{"content":1859,"link":15},"This is the worst case scenario, of course. Something is fundamentally wrong with your content system.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1862,"type":84,"content":1863},"37332a0f-f8ae-80b0-a407-e85ee1aecd7f",{"rich_text":1864,"color":36},[1865,1869],{"type":31,"text":1866,"annotations":1868,"plain_text":1867,"href":15},{"content":1867,"link":15},"High visibility but no revenue from AI traffic. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1870,"annotations":1872,"plain_text":1871,"href":15},{"content":1871,"link":15},"Then we’re probably talking about the wrong topics. You have a real depth on the wrong topic.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1874,"type":84,"content":1875},"37332a0f-f8ae-804d-8ab4-c6b32307bb8c",{"rich_text":1876,"color":36},[1877,1881],{"type":31,"text":1878,"annotations":1880,"plain_text":1879,"href":15},{"content":1879,"link":15},"High revenue but low AI visibility. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1882,"annotations":1884,"plain_text":1883,"href":15},{"content":1883,"link":15},"Content influence on the pipeline is great, but you're not showing up. That's a huge opportunity to figure out how we can.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1886,"type":84,"content":1887,"bulleted_list_end":49},"37332a0f-f8ae-80fc-8d5f-dc73a11260dd",{"rich_text":1888,"color":36},[1889,1893],{"type":31,"text":1890,"annotations":1892,"plain_text":1891,"href":15},{"content":1891,"link":15},"High revenue and high visibility. ",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":1894,"annotations":1896,"plain_text":1895,"href":15},{"content":1895,"link":15},"This is the goal. Whatever you’re doing is working.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":1898,"type":27,"content":1899},"37332a0f-f8ae-805e-bd72-eff35379eea4",{"rich_text":1900,"icon":15,"color":36},[1901],{"type":31,"text":1902,"annotations":1904,"plain_text":1903,"href":15},{"content":1903,"link":15},"There are other proxy indicators, too, such as comments on a post that you published. If that kind of engagement is coming from people in your target audience then you can say, “Here’s evidence that we're reaching the right people. We know it's good stuff and we can see that pipeline is rising. 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It lets you produce more, but then we have to review more and think more. That’s why hyperscaling content doesn’t work.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2036,"type":64,"content":2037},"37332a0f-f8ae-803b-87a3-c45c4f215d38",{"rich_text":2038,"is_toggleable":35,"color":36},[2039],{"type":31,"text":2040,"annotations":2042,"plain_text":2041,"href":15},{"content":2041,"link":15},"The next frontier: run your content system out of GitHub",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2044,"type":27,"content":2045},"37332a0f-f8ae-80f7-960b-e13f85d5d4a9",{"rich_text":2046,"icon":15,"color":36},[2047],{"type":31,"text":2048,"annotations":2050,"plain_text":2049,"href":15},{"content":2049,"link":15},"A lot of companies we're working with that are technical, we work with them to build that in GitHub. 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(Claude is quite good at that now.)",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2080,"type":27,"content":2081},"37332a0f-f8ae-8016-b110-d8659cc84d8c",{"rich_text":2082,"icon":15,"color":36},[2083],{"type":31,"text":2084,"annotations":2086,"plain_text":2085,"href":15},{"content":2085,"link":15},"And, most importantly, when you manage all of this in GitHub you’re able to really treat content as code. You’re able to continuously update your context layers so that anyone using these workflows will have the freshest possible results.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2088,"type":27,"content":2089},"37332a0f-f8ae-8091-ab56-db26c49376fb",{"rich_text":2090,"icon":15,"color":36},[2091],{"type":31,"text":2092,"annotations":2094,"plain_text":2093,"href":15},{"content":2093,"link":15},"I think the difference between junk LLM content and LLM content that humans respond to and engage with is the quality of your context: how, how much unique data you have the ability to inject. Customer comments, quotes, case studies, material from sales calls, all of that is incredibly important. It's worth the pain of setup.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2096,"type":165,"content":2097},"37332a0f-f8ae-8056-ba38-fac428fea7e9",{"rich_text":2098,"is_toggleable":35,"color":36},[2099],{"type":31,"text":2100,"annotations":2102,"plain_text":2101,"href":15},{"content":2101,"link":15},"What you can do right now to get started",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2104,"type":194,"content":2105,"localImagePath":2110},"37332a0f-f8ae-80cf-9d1d-c7e2080f8a62",{"caption":2106,"type":197,"file":2107},[],{"url":2108,"expiry_time":2109},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/40fa4679-2441-4dee-8a82-dfc14b6a1302/web-claude-monday.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466WFJUKNQF%2F20260602%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260602T154116Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEF8aCXVzLXdlc3QtMiJHMEUCIGT%2F2ei4SZ5WcIf%2FlXuyTFQJ%2B7gwfYvtQyky0t5TE8HNAiEA0DqxLqbEx2FYyUgDOv685VVlDSAkJEq3JNgH3j8R%2B%2B8q%2FwMIKBAAGgw2Mzc0MjMxODM4MDUiDLUohIs2dX1vhylh4SrcAyIk8RCaaU9V0nxu6dlBTpgMhRNLAKUspiQFBS2HAdE8bU5RsMViXy8QLsB1g1%2FckvCt%2F3DTk9RcxiUxrezbZ%2FdwoqdJkJWhh5oi7qaASVndCOg3yJOSnT39b2y%2FVdfGRyZ6Ogd%2B1T%2B4xSXzbWrsLlkDY7SrQZlNro5ONfJj81ZUE1X0Wa4ErqQDtxvOVMmynh0pWuZkhUfVYOTd65MQ4LL6vmazmTsX%2F6OCLcBFNfp7L11hIyYvVZyB9j%2FTlbZIiNyFXBHK3slDbCiNwA0xbSpeI3ntjvvlMJfbAbqoPeWf5WPVszt6pezuoRsIFfIwYWetpB%2FYz61%2Bw7R%2B13k%2FzZ0QmxVwf09gDG5QHQdGGCbAP2IWWACeFjjHks0lD7uM%2BeoKgWb37yUyrzU0uauUF2W9sk9Un%2FWOouEfcDi6mBCvRTuEG7s%2FjzFHDLPzMOn5prnx1%2BIjGzu53P5L8FoDqS2LQxgbvGXEl8QEw8C7s1sFzqt%2FsO4sbecWRBeDzNBTdyL8a1KwXnfD7FXOg5UPaPSEl0hlbdaJ7D4TUCH9rYCodtIDOYxyfjXcCi%2BAgfrSIVx4QPTiygU%2BDnDZqjcvKy9%2BsCGVf43L0qFC3yPMXVPnOEcsQmgE2nSx9rasMPLf%2B9AGOqUBw6%2BTIs7upXtRWcT8I39Gfet0syxw%2BBIjbgzZ2vuduqcRBxJXzSmVP6tvRNAo34WXFWGXf9j09ttgh%2FRR9FMEuXHSGoyUJWAt4QozawnFQG43gmmm7ihVt0O%2FWnJmr3ePYwdOPRet205OYlsy%2Blko64aSXxbDfUe9qRdb43PiMmJ%2FF47WPK5Y6kbnV27DVDSk%2FAeNmDp%2BIQiOPmNg%2BgmW5mN4j3I4&X-Amz-Signature=ac9735a2332d23e301b6882e4f4056f93475b1a3a302647cbfc899f12e2f14fc&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-06-02T16:41:16.867Z","web-claude-monday.png",{"id":2112,"type":27,"content":2113},"37332a0f-f8ae-80a8-8b7f-c505943abcd4",{"rich_text":2114,"icon":15,"color":36},[],{"id":2116,"type":27,"content":2117},"37332a0f-f8ae-8065-9073-f6c162a6c0bd",{"rich_text":2118,"icon":15,"color":36},[2119],{"type":31,"text":2120,"annotations":2122,"plain_text":2121,"href":15},{"content":2121,"link":15},"I really think it's important, these days, for marketers to step back and say, “We can build this ourselves. Our context layer, our content systems, we can build them.”",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2124,"type":27,"content":2125},"37332a0f-f8ae-80a6-b01a-da6947f2a467",{"rich_text":2126,"icon":15,"color":36},[2127],{"type":31,"text":2128,"annotations":2130,"plain_text":2129,"href":15},{"content":2129,"link":15},"Of course, it can be daunting at the start. So here are some small steps you can take toward AI enablement.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":80,"children":2132},[2133,2145,2157],{"id":2134,"type":84,"content":2135,"bulleted_list_start":49},"37332a0f-f8ae-80b9-887e-f2228570c19a",{"rich_text":2136,"color":36},[2137,2141],{"type":31,"text":2138,"annotations":2140,"plain_text":2139,"href":15},{"content":2139,"link":15},"Look up your pricing on Claude.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":2142,"annotations":2144,"plain_text":2143,"href":15},{"content":2143,"link":15}," See what Claude says about it. Where does it get information? That's a really illustrative exercise",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2146,"type":84,"content":2147},"37332a0f-f8ae-80c7-972c-e15867d87542",{"rich_text":2148,"color":36},[2149,2153],{"type":31,"text":2150,"annotations":2152,"plain_text":2151,"href":15},{"content":2151,"link":15},"Start enabling Claude like you would a sales rep.",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":2154,"annotations":2156,"plain_text":2155,"href":15},{"content":2155,"link":15}," Is there one thing we can do to help enable Claude? Even just one? Claude committed this error, how can we fix it?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2158,"type":84,"content":2159,"bulleted_list_end":49},"37332a0f-f8ae-802d-b8da-e4d370bd4e9d",{"rich_text":2160,"color":36},[2161,2165],{"type":31,"text":2162,"annotations":2164,"plain_text":2163,"href":15},{"content":2163,"link":15},"Build some basic functions with Claude Code",{"bold":49,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":2166,"annotations":2168,"plain_text":2167,"href":15},{"content":2167,"link":15},". Work in GitHub, if you know how. And if you don’t know how then now is a great time to learn.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":2170,"type":27,"content":2171},"37332a0f-f8ae-802d-9447-ce5cba5279d5",{"rich_text":2172,"icon":15,"color":36},[2173],{"type":31,"text":2174,"annotations":2176,"plain_text":2175,"href":15},{"content":2175,"link":15},"Try it out. Start by tinkering with Claude Code to whatever degree you’re comfortable. That might mean simply opening the interface and typing some commands at first. These tools give marketers more creative control and possibilities than ever before. All we have to do is seize it.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},1780414860081]