How will key targets find you/your company online? What counts the most is developing a carefully crafted, comprehensive strategy so that your thought leadership content is cited in traditional search results and by AI powered platforms like ChatGPT, Google’s AI Overviews, Gemini, Perplexity, Claude, and Microsoft, and Copilot. How you think, solve problems, and come up with solutions is what will draw key targets to you above other industry leaders in the space. Knowing what AI wants will only help propel you and your marketing forward.
You now need to focus on:
- The way you frame your thoughts, ideas, and personal experiences so that you’re perceived as different, valuable and trustworthy;
- Where you your audience is hanging out or searching; and
- How to create the content to be noticed and cited by traditional search engines and AI platforms
3 Strategies to Help You Be Seen and Trusted by Search Engines and AI Platforms
1. Create Detailed Audience Personas
Make sure that the target audience for your product or service is well-defined and crystal clear. Saying that it’s for everyone isn’t a strategy. Drill down and identify those audiences that you want to attract and where they frequent, i.e., LinkedIn, Reddit, YouTube, etc.. Further, isolate the problems or pain points that your product or service addresses. And, fold in the rationale for why people should choose your brand, product or service above all others in the space on key communications platforms.
2. Develop Content That Demonstrates Your Expertise
Here’s where thought leadership comes in. In order to feed into AI search, your online content must demonstrate expertise in a particular area. This may include a guest post in reputable publications; collaborations with other partners for webinars or joint research; or activity on platforms such as LinkedIn or Reddit where you can showcase your expertise and knowledge and where your insights can spread naturally. LinkedIn, for example, is the most cited domain in AI search (Profound Research). This is where you can control your narrative AND showcase what you know as it pertains to issues your audience is facing in a way that differentiates you. Post consistently on this platform so the algorithm recognizes you. And don’t forget to respond to comments and questions on your own posts, as well as others that relate to your expertise – this helps to prove your credibility.
3. Build a Solid PR Strategy
AI search is very attuned to brand mentions across the web so make sure you have a strategic public relations plan in place. You need a comprehensive, data-driven roadmap that aligns communication efforts with business goals aimed at shaping public perception, building credibility, and managing reputation. It should move beyond mere tactical execution (like press releases) to define specific objectives, target audiences, key messages, and measurable KPIs. You’ll want to get as much earned media as possible in reputable publications. Note that AI LLMs (Large Language Models) like to see brand mentions which may include byline articles, quotes and testimonials in noted publications, speaking engagements, video footage, and more. These speak to your credibility and visibility.
For more insights on how to build a thought leadership strategy in the new world of AI, read my Tip Sheet Audience Insights For The AI Era: What to Look For
