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Here is how to clean up your content so AI gets your brand story right.",{"start":14,"end":15,"time_zone":15},"2026-06-04",null,"Jun 4, 2026","2026-06-04T00:00:00+00:00",1780531200000,"h2",{"name":21,"image":22,"link":23},"Justin Dunham","/authors/justin-full.jpg","https://www.linkedin.com/in/justinwdunham/",[25,37,45,53,62,98,112,121,129,137,145,153,161,177,185,193,221,231,239,247,255,263,275,283,291,299,307,323,331,339,347,355,363,371,379,395,403,411,419,427,435,443,493,501,509,517,525,533,541,549,557,565,573,582,590],{"id":26,"type":27,"content":28},"37a32a0f-f8ae-807a-ad9c-e8cbcb744073","paragraph",{"rich_text":29,"icon":15,"color":36},[30],{"type":31,"text":32,"annotations":34,"plain_text":33,"href":15},"text",{"content":33,"link":15},"It’s a bitter pill for marketers to swallow: we can’t control how AI talks about our brands. We can’t even really predict how it’s going to talk about any  given topic. It’s constantly changing.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},false,"default",{"id":38,"type":27,"content":39},"37a32a0f-f8ae-805a-81d3-fedf4d3ad185",{"rich_text":40,"icon":15,"color":36},[41],{"type":31,"text":42,"annotations":44,"plain_text":43,"href":15},{"content":43,"link":15},"Here’s what we can control: the information that AI can access about our product. The goal here is to make sure that every single page on a website is current, clear, and on-message. That way, no matter how AI mashes up that material, it will still deliver the message you want.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":46,"type":27,"content":47},"37a32a0f-f8ae-80c6-8a30-f3e2b902eb72",{"rich_text":48,"icon":15,"color":36},[49],{"type":31,"text":50,"annotations":52,"plain_text":51,"href":15},{"content":51,"link":15},"I refer to that content maintenance process as AI enablement. Let’s talk about what it requires.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":54,"type":27,"content":55},"37a32a0f-f8ae-8054-abce-e68a28af2045",{"rich_text":56,"icon":15,"color":36},[57],{"type":31,"text":58,"annotations":60,"plain_text":59,"href":15},{"content":59,"link":15},"TL;DR",{"bold":61,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},true,{"type":63,"children":64},"bulleted_list",[65,74,82,90],{"id":66,"type":67,"content":68,"bulleted_list_start":61},"37a32a0f-f8ae-8008-a23f-d91598005e2f","bulleted_list_item",{"rich_text":69,"color":36},[70],{"type":31,"text":71,"annotations":73,"plain_text":72,"href":15},{"content":72,"link":15},"AI pulls from any content on your website freely.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":75,"type":67,"content":76},"37a32a0f-f8ae-8010-a3c0-fccccd4ed395",{"rich_text":77,"color":36},[78],{"type":31,"text":79,"annotations":81,"plain_text":80,"href":15},{"content":80,"link":15},"Unrelated content misleads AI about your core product.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":83,"type":67,"content":84},"37a32a0f-f8ae-80d8-be43-c79a2fa627bc",{"rich_text":85,"color":36},[86],{"type":31,"text":87,"annotations":89,"plain_text":88,"href":15},{"content":88,"link":15},"Old content must be outnumbered by new content.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":91,"type":67,"content":92,"bulleted_list_end":61},"37a32a0f-f8ae-800e-8be9-f8c409b49299",{"rich_text":93,"color":36},[94],{"type":31,"text":95,"annotations":97,"plain_text":96,"href":15},{"content":96,"link":15},"Clean up your site before tackling third-party channels.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":99,"type":27,"content":100},"37a32a0f-f8ae-8004-9b1b-ce78df9fb38a",{"rich_text":101,"icon":15,"color":36},[102,106],{"type":31,"text":103,"annotations":105,"plain_text":104,"href":15},{"content":104,"link":15},"Note: this article is adapted from a longer guide: ",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":107,"annotations":111,"plain_text":108,"href":110},{"content":108,"link":109},"“How to influence what AI is saying about your brand.”",{"url":110},"https://www.ercule.com/blog/ai-brand-visibility-optimization",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":113,"type":114,"content":115},"37a32a0f-f8ae-8097-9a1c-c3b6928bf32a","heading_3",{"rich_text":116,"is_toggleable":35,"color":36},[117],{"type":31,"text":118,"annotations":120,"plain_text":119,"href":15},{"content":119,"link":15},"What I mean by “AI enablement” for organic search",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":122,"type":27,"content":123},"37a32a0f-f8ae-8034-b4e4-f638714b7b92",{"rich_text":124,"icon":15,"color":36},[125],{"type":31,"text":126,"annotations":128,"plain_text":127,"href":15},{"content":127,"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":130,"type":27,"content":131},"37a32a0f-f8ae-80ae-bb80-cdcf9b20f819",{"rich_text":132,"icon":15,"color":36},[133],{"type":31,"text":134,"annotations":136,"plain_text":135,"href":15},{"content":135,"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":138,"type":27,"content":139},"37a32a0f-f8ae-8051-8875-db4567cb82b3",{"rich_text":140,"icon":15,"color":36},[141],{"type":31,"text":142,"annotations":144,"plain_text":143,"href":15},{"content":143,"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":146,"type":114,"content":147},"37a32a0f-f8ae-803b-9d47-cfdeb649deee",{"rich_text":148,"is_toggleable":35,"color":36},[149],{"type":31,"text":150,"annotations":152,"plain_text":151,"href":15},{"content":151,"link":15},"Think of AI as an over-enthusiastic sales intern",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":154,"type":27,"content":155},"37a32a0f-f8ae-803c-979f-d285aefa5642",{"rich_text":156,"icon":15,"color":36},[157],{"type":31,"text":158,"annotations":160,"plain_text":159,"href":15},{"content":159,"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":162,"type":27,"content":163},"37a32a0f-f8ae-8077-beb0-dbcd9e897610",{"rich_text":164,"icon":15,"color":36},[165,169,173],{"type":31,"text":166,"annotations":168,"plain_text":167,"href":15},{"content":167,"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":170,"annotations":172,"plain_text":171,"href":15},{"content":171,"link":15}," Have we done the foundational enablement work of AI? ",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":174,"annotations":176,"plain_text":175,"href":15},{"content":175,"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":178,"type":27,"content":179},"37a32a0f-f8ae-8072-a7c9-e912135b1f9d",{"rich_text":180,"icon":15,"color":36},[181],{"type":31,"text":182,"annotations":184,"plain_text":183,"href":15},{"content":183,"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":186,"type":114,"content":187},"37a32a0f-f8ae-8094-aff6-c4c5c70dcb62",{"rich_text":188,"is_toggleable":35,"color":36},[189],{"type":31,"text":190,"annotations":192,"plain_text":191,"href":15},{"content":191,"link":15},"Example: when Claude tells everyone your business died",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":194,"type":27,"content":195},"37a32a0f-f8ae-8028-933d-e1c6a4e71b49",{"rich_text":196,"icon":15,"color":36},[197,201,207,211,217],{"type":31,"text":198,"annotations":200,"plain_text":199,"href":15},{"content":199,"link":15},"That’s right. ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":202,"annotations":206,"plain_text":203,"href":205},{"content":203,"link":204},"Sam Lambert",{"url":205},"http://linkedin.com/in/isamlambert",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":208,"annotations":210,"plain_text":209,"href":15},{"content":209,"link":15}," at PlanetScale posted ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":212,"annotations":216,"plain_text":213,"href":215},{"content":213,"link":214},"this cautionary tale.",{"url":215},"https://x.com/samlambert/status/2040863647728382249",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":218,"annotations":220,"plain_text":219,"href":15},{"content":219,"link":15}," Claude was telling users that PlanetScale had shut down.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":222,"type":223,"content":224,"localImagePath":230},"37a32a0f-f8ae-80df-9702-ed460e4a1358","image",{"caption":225,"type":226,"file":227},[],"file",{"url":228,"expiry_time":229},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/0b3abb3e-6c84-4d3e-bc85-352e213e6753/183-planet-scale.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466UOYGR2JT%2F20260722%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260722T140746Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEA4aCXVzLXdlc3QtMiJHMEUCIQCK6%2FDDv%2BHGBUeVzbji3jt0rrDpp2ZBsNxUNT%2FIsBrW3wIgHsenlKCITm4aYNGQw3kGkIkNncBvFB37Q2RGxlTnElEqiAQI1%2F%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FARAAGgw2Mzc0MjMxODM4MDUiDO6miRmPWhfq0%2FTi5CrcA3Z2t9cCS6ZAC53nE%2BKyLKX7bc2LKAMHxCIikZK%2FHv6OU5AgnWlY6L%2Bt1cmu07ucvTGXVrt0G0vmIuft7jxjJxueLT3NfHMGqGzZw5PcbYL3%2B7Y7xa%2FqRFbbhajIUotR4o1vbQKfjU1Qhk5MVt2hB2xKxCIo5UU2xlsaFDeKqGDHw%2BJ%2FuvOOtSELOD7m%2FDb3ayDI3aPO5gonBtCwhe83p0rPONlhrMwoR9Ca8Iy4ApGpTz4ssG%2FS73iZv5QzeLUyihwRIgBZjv7i3f6PEHxfVkRSY3NorxZX0554LNEzM2Z4jj%2BGlxZ1WsuBh11Y%2FG8ejnsNHcga2GdxYFsdMQvh5UiU4oKd%2FiAjv3yD%2FyM38E%2B1545u8v5qtcw7xCzFX%2FqTylGqmqEc%2B7CgHI3l02Z62%2F2FHLnp2av22xOAqQzRtq1QuaB0DW1s1xsy5l6Eo3m6%2Fhzhwyo22oZBrKCiMIUx3zg%2FYqGGLHm5KQQWevqzD%2FOtyXYingeB2gRNtWTO5hygt9lJh51b%2B0nMlPYxQk6rQiNA9y850NE03wSYGpAD8D%2BGSuWz5hmpXnbBCSRJ77RmI5jqtDE6ihvhugyLsni5I3cxhWqFA8kXkFVtFF7SfZ3AHw5UceO7ixyk%2FZwZML6Rg9MGOqUBcS61NuEiCZSxTQDoLs7Jl1ziw%2FRe4JIMr%2BLrfJvaGGiBbyXDe9VV8nN%2F%2FFVJ7HKw56PNa7KXlNGuL7tTq9CIyjD9GJqTIvzvli9RGHmYS72I0bh8vmXQ13CtBB7mu6XhDfWjBlN%2Bu7OeLRBytEP4dLX%2B8ZdWArusubuwYvpvsFimp%2Bhl95xK2Kx%2FOdLGngOz1LJBrBl0cC5qzt9kqF%2Fcg9rbae4b&X-Amz-Signature=920b375cdb7c3c1ebe22cf0511805b4bcb8b8b82c38ae6f199bed427745258f5&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-07-22T15:07:46.568Z","183-planet-scale.png",{"id":232,"type":27,"content":233},"37a32a0f-f8ae-80f5-ba23-f6082ebc9558",{"rich_text":234,"icon":15,"color":36},[235],{"type":31,"text":236,"annotations":238,"plain_text":237,"href":15},{"content":237,"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":240,"type":27,"content":241},"37a32a0f-f8ae-8021-9335-cf48f375be79",{"rich_text":242,"icon":15,"color":36},[243],{"type":31,"text":244,"annotations":246,"plain_text":245,"href":15},{"content":245,"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":248,"type":27,"content":249},"37a32a0f-f8ae-806e-b449-d0e14b29c0fd",{"rich_text":250,"icon":15,"color":36},[251],{"type":31,"text":252,"annotations":254,"plain_text":253,"href":15},{"content":253,"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":256,"type":114,"content":257},"37a32a0f-f8ae-80cb-92a5-da3c150c1164",{"rich_text":258,"is_toggleable":35,"color":36},[259],{"type":31,"text":260,"annotations":262,"plain_text":261,"href":15},{"content":261,"link":15},"Your website is like a salad bar",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":264,"type":27,"content":265},"37a32a0f-f8ae-8034-9ba9-d63ddba801f9",{"rich_text":266,"icon":15,"color":36},[267,271],{"type":31,"text":268,"annotations":270,"plain_text":269,"href":15},{"content":269,"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":272,"annotations":274,"plain_text":273,"href":15},{"content":273,"link":15},"What are we doing about AI search?",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":276,"type":27,"content":277},"37a32a0f-f8ae-8051-a5bf-d934ea3a8e2c",{"rich_text":278,"icon":15,"color":36},[279],{"type":31,"text":280,"annotations":282,"plain_text":281,"href":15},{"content":281,"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":284,"type":27,"content":285},"37a32a0f-f8ae-8096-a67f-e80bc66d7e86",{"rich_text":286,"icon":15,"color":36},[287],{"type":31,"text":288,"annotations":290,"plain_text":289,"href":15},{"content":289,"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":292,"type":27,"content":293},"37a32a0f-f8ae-8090-9f7a-e37547d1564f",{"rich_text":294,"icon":15,"color":36},[295],{"type":31,"text":296,"annotations":298,"plain_text":297,"href":15},{"content":297,"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":300,"type":223,"content":301,"localImagePath":306},"37a32a0f-f8ae-8075-af88-f68133a01f98",{"caption":302,"type":226,"file":303},[],{"url":304,"expiry_time":305},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/9c8d9e93-ad00-489e-8c1a-69f9605aa22e/blog-claude-salad-bar.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB466UOYGR2JT%2F20260722%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20260722T140746Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEA4aCXVzLXdlc3QtMiJHMEUCIQCK6%2FDDv%2BHGBUeVzbji3jt0rrDpp2ZBsNxUNT%2FIsBrW3wIgHsenlKCITm4aYNGQw3kGkIkNncBvFB37Q2RGxlTnElEqiAQI1%2F%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FARAAGgw2Mzc0MjMxODM4MDUiDO6miRmPWhfq0%2FTi5CrcA3Z2t9cCS6ZAC53nE%2BKyLKX7bc2LKAMHxCIikZK%2FHv6OU5AgnWlY6L%2Bt1cmu07ucvTGXVrt0G0vmIuft7jxjJxueLT3NfHMGqGzZw5PcbYL3%2B7Y7xa%2FqRFbbhajIUotR4o1vbQKfjU1Qhk5MVt2hB2xKxCIo5UU2xlsaFDeKqGDHw%2BJ%2FuvOOtSELOD7m%2FDb3ayDI3aPO5gonBtCwhe83p0rPONlhrMwoR9Ca8Iy4ApGpTz4ssG%2FS73iZv5QzeLUyihwRIgBZjv7i3f6PEHxfVkRSY3NorxZX0554LNEzM2Z4jj%2BGlxZ1WsuBh11Y%2FG8ejnsNHcga2GdxYFsdMQvh5UiU4oKd%2FiAjv3yD%2FyM38E%2B1545u8v5qtcw7xCzFX%2FqTylGqmqEc%2B7CgHI3l02Z62%2F2FHLnp2av22xOAqQzRtq1QuaB0DW1s1xsy5l6Eo3m6%2Fhzhwyo22oZBrKCiMIUx3zg%2FYqGGLHm5KQQWevqzD%2FOtyXYingeB2gRNtWTO5hygt9lJh51b%2B0nMlPYxQk6rQiNA9y850NE03wSYGpAD8D%2BGSuWz5hmpXnbBCSRJ77RmI5jqtDE6ihvhugyLsni5I3cxhWqFA8kXkFVtFF7SfZ3AHw5UceO7ixyk%2FZwZML6Rg9MGOqUBcS61NuEiCZSxTQDoLs7Jl1ziw%2FRe4JIMr%2BLrfJvaGGiBbyXDe9VV8nN%2F%2FFVJ7HKw56PNa7KXlNGuL7tTq9CIyjD9GJqTIvzvli9RGHmYS72I0bh8vmXQ13CtBB7mu6XhDfWjBlN%2Bu7OeLRBytEP4dLX%2B8ZdWArusubuwYvpvsFimp%2Bhl95xK2Kx%2FOdLGngOz1LJBrBl0cC5qzt9kqF%2Fcg9rbae4b&X-Amz-Signature=0c312d94a945d81fe0542fc39fb4d75095a7f669bb83e0fa8d7b1ddd34372ecc&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","2026-07-22T15:07:46.688Z","blog-claude-salad-bar.png",{"id":308,"type":27,"content":309},"37a32a0f-f8ae-803a-8074-c0bfc1ee4760",{"rich_text":310,"icon":15,"color":36},[311,315,319],{"type":31,"text":312,"annotations":314,"plain_text":313,"href":15},{"content":313,"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":316,"annotations":318,"plain_text":317,"href":15},{"content":317,"link":15},"all",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":320,"annotations":322,"plain_text":321,"href":15},{"content":321,"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":324,"type":114,"content":325},"37a32a0f-f8ae-8090-8490-d5714615ab36",{"rich_text":326,"is_toggleable":35,"color":36},[327],{"type":31,"text":328,"annotations":330,"plain_text":329,"href":15},{"content":329,"link":15},"So… how good are your ingredients?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":332,"type":27,"content":333},"37a32a0f-f8ae-8033-85a9-f116153e7d0d",{"rich_text":334,"icon":15,"color":36},[335],{"type":31,"text":336,"annotations":338,"plain_text":337,"href":15},{"content":337,"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":340,"type":27,"content":341},"37a32a0f-f8ae-801b-af9c-f18c7deb8baa",{"rich_text":342,"icon":15,"color":36},[343],{"type":31,"text":344,"annotations":346,"plain_text":345,"href":15},{"content":345,"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":348,"type":27,"content":349},"37a32a0f-f8ae-8060-afbf-c02d2365fd7b",{"rich_text":350,"icon":15,"color":36},[351],{"type":31,"text":352,"annotations":354,"plain_text":353,"href":15},{"content":353,"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":356,"type":114,"content":357},"37a32a0f-f8ae-8036-bf65-fb774cd6f739",{"rich_text":358,"is_toggleable":35,"color":36},[359],{"type":31,"text":360,"annotations":362,"plain_text":361,"href":15},{"content":361,"link":15},"Example: when fun, branded content does you wrong",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":364,"type":27,"content":365},"37a32a0f-f8ae-808c-830d-d090e72243b7",{"rich_text":366,"icon":15,"color":36},[367],{"type":31,"text":368,"annotations":370,"plain_text":369,"href":15},{"content":369,"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":372,"type":27,"content":373},"37a32a0f-f8ae-8006-81e9-e3b2e1170318",{"rich_text":374,"icon":15,"color":36},[375],{"type":31,"text":376,"annotations":378,"plain_text":377,"href":15},{"content":377,"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":380,"type":27,"content":381},"37a32a0f-f8ae-80bf-96b1-ff61ac29cc81",{"rich_text":382,"icon":15,"color":36},[383,387,391],{"type":31,"text":384,"annotations":386,"plain_text":385,"href":15},{"content":385,"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":388,"annotations":390,"plain_text":389,"href":15},{"content":389,"link":15},"it wasn’t strategic",{"bold":35,"italic":61,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":392,"annotations":394,"plain_text":393,"href":15},{"content":393,"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":396,"type":27,"content":397},"37a32a0f-f8ae-8091-a527-dc52edd13a19",{"rich_text":398,"icon":15,"color":36},[399],{"type":31,"text":400,"annotations":402,"plain_text":401,"href":15},{"content":401,"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":404,"type":27,"content":405},"37a32a0f-f8ae-80a7-8674-ca59e6b96f4b",{"rich_text":406,"icon":15,"color":36},[407],{"type":31,"text":408,"annotations":410,"plain_text":409,"href":15},{"content":409,"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":412,"type":114,"content":413},"37a32a0f-f8ae-8092-91ad-d1e65e103626",{"rich_text":414,"is_toggleable":35,"color":36},[415],{"type":31,"text":416,"annotations":418,"plain_text":417,"href":15},{"content":417,"link":15},"AI enablement: what it looks like in practice",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":420,"type":27,"content":421},"37a32a0f-f8ae-80c4-acdf-cc512a2fe209",{"rich_text":422,"icon":15,"color":36},[423],{"type":31,"text":424,"annotations":426,"plain_text":425,"href":15},{"content":425,"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":428,"type":27,"content":429},"37a32a0f-f8ae-80e0-b775-c75ec434684d",{"rich_text":430,"icon":15,"color":36},[431],{"type":31,"text":432,"annotations":434,"plain_text":433,"href":15},{"content":433,"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":436,"type":27,"content":437},"37a32a0f-f8ae-801b-808d-e94e6bb2109b",{"rich_text":438,"icon":15,"color":36},[439],{"type":31,"text":440,"annotations":442,"plain_text":441,"href":15},{"content":441,"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":63,"children":444},[445,453,461,469,477,485],{"id":446,"type":67,"content":447,"bulleted_list_start":61},"37a32a0f-f8ae-8088-b8b1-c9326e007f55",{"rich_text":448,"color":36},[449],{"type":31,"text":450,"annotations":452,"plain_text":451,"href":15},{"content":451,"link":15},"What is the messaging on the site?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":454,"type":67,"content":455},"37a32a0f-f8ae-80cb-b73f-e194b20036f3",{"rich_text":456,"color":36},[457],{"type":31,"text":458,"annotations":460,"plain_text":459,"href":15},{"content":459,"link":15},"Is it consistent?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":462,"type":67,"content":463},"37a32a0f-f8ae-8036-be53-c024ca8235cd",{"rich_text":464,"color":36},[465],{"type":31,"text":466,"annotations":468,"plain_text":467,"href":15},{"content":467,"link":15},"Do we have depth on our key topics?",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":470,"type":67,"content":471},"37a32a0f-f8ae-8019-b998-ff81d2645690",{"rich_text":472,"color":36},[473],{"type":31,"text":474,"annotations":476,"plain_text":475,"href":15},{"content":475,"link":15},"Coverage of your personas",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":478,"type":67,"content":479},"37a32a0f-f8ae-8091-8f55-d1a47a59253e",{"rich_text":480,"color":36},[481],{"type":31,"text":482,"annotations":484,"plain_text":483,"href":15},{"content":483,"link":15},"Velocity on new topics",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":486,"type":67,"content":487,"bulleted_list_end":61},"37a32a0f-f8ae-80b9-8c63-e3648fa48216",{"rich_text":488,"color":36},[489],{"type":31,"text":490,"annotations":492,"plain_text":491,"href":15},{"content":491,"link":15},"A current library",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":494,"type":27,"content":495},"37a32a0f-f8ae-8006-963d-d5c2540fcf4b",{"rich_text":496,"icon":15,"color":36},[497],{"type":31,"text":498,"annotations":500,"plain_text":499,"href":15},{"content":499,"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":502,"type":114,"content":503},"37a32a0f-f8ae-806d-9f4e-e2d6c01f7ad8",{"rich_text":504,"is_toggleable":35,"color":36},[505],{"type":31,"text":506,"annotations":508,"plain_text":507,"href":15},{"content":507,"link":15},"The role of off-site channels in AI enablement",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":510,"type":27,"content":511},"37a32a0f-f8ae-8006-8350-f1be0ce2bfe9",{"rich_text":512,"icon":15,"color":36},[513],{"type":31,"text":514,"annotations":516,"plain_text":515,"href":15},{"content":515,"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":518,"type":27,"content":519},"37a32a0f-f8ae-80d9-b25e-e25fd0408ffd",{"rich_text":520,"icon":15,"color":36},[521],{"type":31,"text":522,"annotations":524,"plain_text":523,"href":15},{"content":523,"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":526,"type":27,"content":527},"37a32a0f-f8ae-80a3-b6f2-e5df483bd3ec",{"rich_text":528,"icon":15,"color":36},[529],{"type":31,"text":530,"annotations":532,"plain_text":531,"href":15},{"content":531,"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":534,"type":27,"content":535},"37a32a0f-f8ae-8087-ac43-e60d999a75e0",{"rich_text":536,"icon":15,"color":36},[537],{"type":31,"text":538,"annotations":540,"plain_text":539,"href":15},{"content":539,"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":542,"type":114,"content":543},"37a32a0f-f8ae-802c-ae10-f7d7dfee8a17",{"rich_text":544,"is_toggleable":35,"color":36},[545],{"type":31,"text":546,"annotations":548,"plain_text":547,"href":15},{"content":547,"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":550,"type":27,"content":551},"37a32a0f-f8ae-8093-813a-fb281e05fb96",{"rich_text":552,"icon":15,"color":36},[553],{"type":31,"text":554,"annotations":556,"plain_text":555,"href":15},{"content":555,"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":558,"type":27,"content":559},"37a32a0f-f8ae-802d-95ad-c7217868eb2f",{"rich_text":560,"icon":15,"color":36},[561],{"type":31,"text":562,"annotations":564,"plain_text":563,"href":15},{"content":563,"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":566,"type":27,"content":567},"37a32a0f-f8ae-803b-a0ef-d17bbe6817e0",{"rich_text":568,"icon":15,"color":36},[569],{"type":31,"text":570,"annotations":572,"plain_text":571,"href":15},{"content":571,"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":574,"type":575,"content":576},"37a32a0f-f8ae-80e2-970b-e8d4e58df364","heading_2",{"rich_text":577,"is_toggleable":35,"color":36},[578],{"type":31,"text":579,"annotations":581,"plain_text":580,"href":15},{"content":580,"link":15},"What to do with all of this",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":583,"type":27,"content":584},"37a32a0f-f8ae-80b3-9439-dddae5ed2ee3",{"rich_text":585,"icon":15,"color":36},[586],{"type":31,"text":587,"annotations":589,"plain_text":588,"href":15},{"content":588,"link":15},"The core lesson is simple: you can't control how AI talks about your brand, but you can control the information it has to work with. That's actually more leverage than it sounds like. Clean up the salad bar and AI has no choice but to serve better food.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":591,"type":27,"content":592},"37a32a0f-f8ae-803a-a920-db436925e100",{"rich_text":593,"icon":15,"color":36},[594,598,604,608,614],{"type":31,"text":595,"annotations":597,"plain_text":596,"href":15},{"content":596,"link":15},"Start by auditing what AI is already saying. Search your brand on Claude and ChatGPT. Whatever surprises you is a problem worth fixing. Then think about velocity: are you publishing fresh, on-topic content consistently enough for AI to get the current message? Our",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":599,"annotations":603,"plain_text":600,"href":602},{"content":600,"link":601}," content velocity guide",{"url":602},"https://www.ercule.com/blog/content-velocity-seo",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":605,"annotations":607,"plain_text":606,"href":15},{"content":606,"link":15}," covers how publishing cadence drives visibility. And if you want a fuller picture of how to structure a content system that works across SEO and AI search,",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":609,"annotations":613,"plain_text":610,"href":612},{"content":610,"link":611}," this breakdown of content system basics",{"url":612},"https://www.ercule.co/blog/content-system-basics",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":615,"annotations":617,"plain_text":616,"href":15},{"content":616,"link":15}," is a good next read.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},1784729265462]