7 steps to scale your content creation process in the world of AI

Transcript

1. Confidential 1 7 steps to scale your content creation process in the world of AI Benu Aggarwal President and Founder Wednesday, Nov 20, 2024 10.55 MILESTONE INC Speakerdeck.com/username @benua @BenuAggarwal
2. Local • Reviews • Analytics & Insights Experience Software CMS • Schemas • FAQ Manager • Content Studio Discovery and Engagement Software Design • Websites • SEO • Paid • Analytics Digital Marketing Services Hospitality | Finance | Automotive Retail | Healthcare | Enterprise 2000+ Customers Inclusion in Forrester Landscape Awards & Recognition WHO WE ARE
3. Agenda 1. Evolution of Search – LLMs & Agents 2. Understanding Customer Intent 3. 7 Steps to Creating Perfect Content 4. Future-Proofing Your Organization
4. Confidential 4 • AI Native • AGI /Agents • Multimodal • Personalized Search Continues to Evolve in the World of AI Keywords 2008 2024 - 25 Keywords Conversational & Multimodel (Entities) Experience & Intent Conversations Prompts Agents
5. Confidential 5 Knowledge Work is Getting Transformed with Infusion of AI HUMAN ONLY CENTAUR & CYBORG TASKS DELEGATE TO AGENTS 1 Assist 2 Augment 2 Transform
6. Confidential 6 What Can Businesses Do in the Age of AI ?
7. Confidential 7 1 2 3 4 5 6 7 Research & Intent Mapping Content Strategy User Interactions Experience Omni Channel Real Estate Data, AI & Schema Authority & Relevancy Be Specific & Accurate 1 Demonstrate E-E-A-T 2 Think Visibility not Rankings 3 7 FOCUS AREAS FOR AI SEARCH OPTIMIZATION AI Powered Search - Most Critical Pillars https://searchengineland.com/ai-powered-search-maximize-market-share-444264
8. Confidential 8 Understanding Customer Intent is Critical 1 2 3 4 I WANT TO KNOW MOMENTS I WANT TO GO MOMENTS I WANT TO DO MOMENTS I WANT TO BUY MOMENTS Research Evaluate Purchase Engage
9. Confidential 9 Paid and Organic are Blended in AI Powered Search
10. Confidential 10 Channel Silos Do Not Exist Anymore Upper-funnel (Discovery) Mid-funnel (Experience) Lower-funnel (Conversion) TRADITIONAL VIEW AI POWERED SEARCH SEO PAID SEO & PAID
11. Confidential 11 Consistency and Quality Are the Keys to Saturating AI Powered Search Content Images Videos Schema Entity Tagging AI Organic Search Paid Search Source: https://www.searchenginejournal.com/every-ai-creative-feature-google-ads/517883/ Email Social Media
12. Confidential 12 7 Steps to Scaling Content with AI Read the Full Article on Search Engine Land 1 2 3 4 5 6 7 Determining What to Write Brand Voice & Tone Generating Content Distribution Workflows Entities & Topics Technical Foundation Measuring Performance
13. Confidential 13 01 Content Ideation: What to Write
14. Confidential 14 03 Generating Intent-Driven, Entity Rich Content
15. Confidential 15 04 Diversifying Content for Distribution Across Various Channels
16. Confidential 16 05 Local, Fresh, Topical Content to Maximize Relevance and Visibility Location hub Select Events Calendar 36% impressions 41% pageviews
17. Confidential 17 Discovery Experience Tech SEO Engagement Visual Optimization Relevancy & Authority 06 - Closing Topical and Entity Gaps to Maximize Relevance and Visibility Conversion
18. Confidential 18 06: Strong Technical Infrastructure for Content Discoverability Qualitative Metrics Content Availability Nested Schema & Entity Tagging Code and Functional Testing
19. Confidential 19 +100% Increase in Image Search Impressions 06: Strong Technical Infrastructure – For Visual Search +90% Increase in Organic Impressions & Clicks YOY
20. Confidential 20 07 Measuring Search Visibility and Performance 1 2 3 Visibility KPIs Engagement KPIs Conversion KPIs • Share of search • Impressions • Rich results • Scroll depth • Time on site • Session duration • Bounce rate • Pages / session • Calls • Driving directions • Transactions • Form fills
21. Confidential 21 Take-aways Align content strategy with user intent 1 Search is multimodal. Optimize all assets. 2 AI generated content to improve productivity, quality. 3 Platform with built- in native discovery capabilities 4 AI is here to stay. Adopt it to scale, achieve efficiencies and drive results 5
22. Confidential 22 Four Questions for Organizations 1 2 3 4 What useful thing you do is no longer valuable? What impossible thing can you do now? How are you incentivizing your organization to innovate? How are you establishing a skunks work team to innovate?
23. Confidential 23 Download our eBook (Ungated) Scan QR code or click the link below to download https://www.mileston einternet.com/Resour ceFiles/paradot- assets/top-digital- trends-impacting- financial-services-c- suite-executives.pdf https://go.mileston einternet.com/top_ digital_trends_for_ hospitality_c_suite _ebook https://go.milestonein ternet.com/18- website- personalization-use- cases-for-hospitality- businesses-ebook https://www.mileston einternet.com/Resour ceFiles/paradot- assets/local-search- trends-ebook- 2024.pdf https://www.milestonein ternet.com/ResourceFiles /paradot-assets/search- trends-and-priorities- for-2024-ebook.pdf https://www.milestone internet.com/Resource Files/paradot- assets/25-content- use-cases-ai-prompts- to-drive-engagement- for-your-hospitality- business- compressed.pdf
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