Expert Prompts + Unified Data + Your Brand Wisdom = The Content Dream Team

Transcript

1. Expert Prompts + Unified Data + Your Brand Wisdom = The Content Dream Team Patrick Reinhart Conductor Speakerdeck.com/preinhart /in/patrickreinhart/
2. What Are We Talking About Today? • My Take On Where Search Is Today • How Creating A Great Prompt Can Be Your Secret Weapon • AI + Process = Agility = Results
3. Let’s talk about what’s happening in the industry.
4. Next 10 years How Customers Used to Make Purchase Decisions AI Search How Customers Will to Make Purchase Decisions In the Next 3 Years, AI Will Own 95% of Customer Interactions The Old Way The New Way Last 10 years AI Surfaces Websites Search (SEO) Brands That Don’t Adapt Will Disappear “AI is becoming the primary gateway to the web. To stay visible, brands must rethink digital marketing for an AI-first world—optimizing for discovery, engagement, and conversion across AI surfaces.” - Director, Digital Marketing & Demand Generation COE, Ernst & Young
5. Time Consumer Visibility LLM Discovery Digital Ads Unlike Traditional Search, Brands Can't Buy AI Visibility. "In the past, companies could get by without mastering SEO— they could always just buy traffic. AI is different. Those who fail to make it a core competency won’t survive." - Edelman
6. Traditional Search AI Search VS. Matching Meaning Matching Keywords Broad Match Phrase Match Exact Match Keyword = interior paint Dog Cat Prompt: “Kitten” Banana Apple Wolf
7. Understanding Search Intent & Personalization Educational Comparison Cost Analysis Recommendations Purchase Support Topic: Office Setup Remote Worker “How to set up a office if you work long hours?” “What are the best ergonomic chairs for remote work?” “Price of Herman Miller vs H1 Pro?” “Should I buy Herman Miller or H1 chair?” “Where to buy a black Aeron chair delivered today?” “Office furniture assembly services near me?” Business Owner “How to create an inspiring workspace?” “What are the best computers for office?” “What's the price of Dell versus Lenovo?” “Is a dell or lenovo better for office use?” “Where to buy 20 Dell Inspirons with installation?” “Local tech support for office equipment nearby” Student “What do you need for a good study area?” “Which small desks are best for a dorm and cheap?” “Are Wayfair or IKEA desks a better deal? “Wayfair or ikea desks for students?” “I want a white ikea desk and free shipping to me” “I need someone to repair the leg of my ikea desk today” Intent Stage Persona
8. The New World of Infinite Prompts Awareness Evaluation Setup Research Cost Analysis Community Feedback Purchase Support Freelancer “How to create a distraction-free home office on a budget?” +11 more prompt variations “Is a foldable desk good for daily freelance work?” +7 more prompt variations “How to assemble an IKEA desk without power tools” +8 more prompt variations “Best minimalist setups for freelancers with limited space” +16 more prompt variations “Affordable standing desks under $200 for freelancers” +8 more prompt variations “Freelancer desk setup inspiration on Reddit” +8 more prompt variations “Best place to buy budget ergonomic chairs online” +13 more prompt variations “My desk is wobbly—how do I fix it?” +11 more prompt variations Office Manager “Are we missing something in our office setup?” +13 more prompt variations “Best chairs for 10-person office under $5000” +7 more prompt variations “Do vendors offer assembly services for 50 desks?” +11 more prompt variations “How to plan ergonomic workstations for a 20- person office” +3 more prompt variations “Bulk pricing on Herman Miller vs Branch chairs” +16 more prompt variations “Reviews from other office managers on large orders” +16 more prompt variations “Where to order 50 adjustable desks with delivery” +8 more prompt variations “Fixing cable management in a shared office space” +16 more prompt variations Gamer “Why does my current desk feel too cramped?” +8 more prompt variations “Is Secretlab Magnus desk better than IKEA?” +13 more prompt variations “How to mount a 49” ultrawide monitor on a desk with no wall access” +8 more prompt variations “What’s the best desk for triple monitor gaming?” +11 more prompt variations “Gaming chair pricing: budget vs premium” +8 more prompt variations “Streamers' desk setups on Twitch and YouTube” +16 more prompt variations “Where to buy an RGB height-adjustable desk today” +11 more prompt variations “My gaming chair keeps squeaking—how to fix?” +8 more prompt variations Parent “How do I work from home with toddlers around?” +13 more prompt variations “Is a wall-mounted desk safe with kids in the room?” +8 more prompt variations “How to anchor a standing desk so it won’t tip over” +7 more prompt variations “How to share a home office with a toddler” +11 more prompt variations “Affordable kid-safe chairs under $150” +7 more prompt variations “Parent forums for home office safety ideas” +8 more prompt variations “Where to buy childproofing desk accessories” +13 more prompt variations “How to remove crayon from my wood desk?” +7 more prompt variations Developer “Why is my desk setup giving me back pain?” +8 more prompt variations “Uplift vs Jarvis for multimonitor setups?” +11 more prompt variations “How to mount 3 monitors securely on my desk” +7 more prompt variations “Which desks support multiple monitors + a docking station?” +8 more prompt variations “Standing desks under $400 that support triple monitor setups” +11 more prompt variations “Best dev setups shared on GitHub and Reddit” +8 more prompt variations “Where to buy a programmer desk with fast delivery” +7 more prompt variations “My monitor arm is sagging—how to fix?” +13 more prompt variations Designer “How can I make my desk feel more inspiring?” “Is Grovemade worth the investment for artists?” “Installing LED lighting and desk-mounted arms” “Best desks for digital art, photo editing, and design” “Creative workstations under $600 with storage” “Behance and Pinterest ideas for workspace setup” “Buy a matte desk surface for tablet drawing” “How to protect wood desks from ink or paint 23 Words Avg Length of ChatGPT Prompt vs. 3-4 on Google . Topic: Office Setup . More Buyer Personas More Journey Stages “How to create a distraction-free home office on a budget?” +11 more prompt variations “Is a foldable desk good for daily freelance work?” +7 more prompt variations “Are we missing something in our office setup?” +13 more prompt variations “Best chairs for 10-person office under $5000” +7 more prompt variations “Why does my current desk feel too cramped?” +8 more prompt variations “Is Secretlab Magnus desk better than IKEA?” +13 more prompt variations
9. Rise Of "Trusted" & Partnered Sources
10. LLMs
11. Evolving Marketing Metrics & Telemetry New Metrics for AI LLM Visibility Understand How People Are Searching Knowing Diverse User Intents & Persona Classify Conversational Prompt Variants Understand How Your Brand Appears in AI Semantic Relevance to Topics (Topical Authority) Brand Mentions & Sentiments Citation Frequency & Ownership Understand End to End Funnel Metrics AI Crawler Traffic, AI Search Referral Traffic, Organic Traffic, & Conversion Metrics
12. In the AI Era, Content is the New Marketing Currency How LLMs interpret content is how customers experience and perceive brands.
13. How Do You Win? Machines Are the Primary Arbitrator of Content, Trusted to Act on Customers’ Behalf ? Agents Brand Content / Data User-Facing Surfaces AGENT AGENT AGENT AGENT AGENT AGENT AGENT AGENT AGENT
14. Creating High-Quality Content at Scale Using AI Must Be Core Competency for Brands Content Quantity Traditional Search AI Search “For marketers, failing to adapt to generative AI-driven search means risking loss of visibility and influence; content must provide depth, context, and authority to thrive in AI-driven search environments.” - Forrester Content Quality Why does AI cite Reddit 30% of the time? Not because it has the highest quality content. Because quality content is scarce.
15. Yesterday’s Content Process Isn't Going to Work
16. Enterprise Content Team Time-to-Publish: 5-7 Weeks, 6 Parties Involved, 6+ Iterations, 8+ Tools Used
17. Yesterday’s Content Process Isn't Going to Work More speed More agility More authority You Need…
18. Creating a great prompt can be your secret weapon.
19. But, is AI Content Good or Bad? Depends on how you use it - like anything. You Need AI to Fight AI
20. Out of the Box AI is a Recipe for Average 20% Content Score LLMs
21. D Level Content Input Write an article about the best sustainable running shoes for trail runners. No Strategic Direction No Brand Alignment No Search Context
22. C+ Content 1. Include the keywords "sustainable running shoes," "eco- friendly trail shoes," and "recycled running gear." 2. Structure the article with an introduction, a section on what makes a shoe "sustainable," reviews of 3-4 shoes (including our TerraStride "Eco-Ambit" model), and a conclusion. 3. Compare the shoes based on materials, carbon footprint, and durability. 4. Keep the readability at a 9th-grade level. Role You are a content marketer for TerraStride, a brand that creates high-performance, eco-friendly running shoes for environmentally-conscious athletes. Your tone is expert, passionate, and encouraging. Task Write a 1,500-word blog post titled "The Ultimate Guide to Sustainable Running Shoes in 2025." Audience Trail runners who care deeply about the environmental impact of their gear. Instructions Some Basic Guidelines No Strategic Direction Outdated Tactics (e.g. Keyword Density)
23. Prompt Engineering is the Next Step Separating Generic AI Fluff from Good Content 70% Content Score + LLMs Prompt Expertise +
24. LLMs Prompt Engineering + Data = A Better Step 90% Content Score + Prompt Expertise + RAG Search Site Performance Competitors Purpose-Built Prompts with Real-time Signals Gets Us Closer
25. B+ Content Mission To create a comprehensive and strategically unique content outline that will serve as the foundation for an industry-leading article on sustainable running shoes, positioning TerraStride as an authority. Mirrors Human Workflow Data-Driven at Every Step Built for Audiences, Not Keywords Step 1: Analyze the Landscape • Your first task is to analyze the provided competitor data, which includes SERP analysis, common themes, and audience questions from the top-ranking articles for "sustainable running shoes." • Data Input: [Insert processed competitor and SERP analysis data here] • Task: Based ONLY on the data provided, identify the primary arguments, content formats, and recurring topics used by our top competitors. Do not generate content yet, only analysis. Step 2: Identify Strategic Gaps & Opportunities • Now, think like a strategist. Based on your analysis from Step 1, identify 3-5 potential strategic angles for our content that are NOT already well-covered by the competition. For each angle, explain why it would provide unique value to a reader who has already seen the other top-ranking pages. • Example Angle 1: Focus on the full lifecycle of a running shoe, from production to disposal. • Example Angle 2: Debunk common "greenwashing" myths in the athletic footwear industry. Step 3: Audience & Project Goal Alignment • Review the strategic angles you just identified. Now, consider the target audience and the specific goal of this project. • Audience Persona: [Insert detailed audience persona: Trail runners, aged 25-45, tech-savvy, values-driven, researches purchases extensively, skeptical of corporate greenwashing.] • Project Goal: [Insert project goal: To not only rank for the target keyword, but to also drive newsletter sign-ups by positioning TerraStride as a trusted, transparent resource for sustainable athletic gear.] • Task: Select the single best strategic angle from Step 2 that is most aligned with the Audience Persona and Project Goal. Step 4: Detailed Outline & Story-Driven Structure • Using the chosen strategic angle, develop a detailed, story-driven outline for the blog post. The outline must flow cohesively and feel like it was structured by a human expert to address complex user needs. • H1: [Propose a compelling H1 based on the chosen angle] • Introduction: Hook the reader by introducing the central conflict or question of your chosen angle. • H2: Section 1... [Create detailed sections with bullet points for key topics, questions to answer, and internal/external linking opportunities]. • H2: Section 2... [Ensure our TerraStride "Eco-Ambit" shoe is featured organically as a solution or prime example within the narrative of your chosen angle]. • Conclusion: Summarize the key takeaways and provide a clear call-to-action that aligns with our brand mission. Structured for Model Quality Control
26. LLMs The Missing Ingredient: You + Prompt Expertise + RAG Search Site Performance Competitors Wisdom Brand Guidelines Community Engagement Knowledge Base Expert Prompts + Unified Data + Your Brand Wisdom = Winning Content 80% Content Score 80% 100%
27. The Expert Prompt Process Unmatched Content Quality & Authority Consistent, Reliable System for Compliance Irreplaceable Human Expertise with AI Scale Efficient Iteration for Faster Results Expert-Built Prompts Brand Wisdom Expert-in the-loop A+ Content
28. The best SEO / AEO / WhateverEO campaigns are mechanical.
29. The Best Programs Are Mechanical Automated Reporting Democratizes data & allows for faster insights / decisions Real-Time Technical Website Monitoring Technology is monitoring the site and providing issue alerting in real-time to the dev team to maintain site experience Systematic Content Creation / Optimization Content optimization and creation is happening unconsciously with search data driving decisions & insights On-Going Education Ongoing educational sessions designed to teach industry best practices and happenings Center of Excellence
30. A+ Content At-Scale with Conductor Creator
31. Past Future
32. Let’s all stop arguing about acronyms.
33. Thank you. Subscribe to Pat’s monthly 30|30 webinar series where he recaps the latest 30 days in search in under 30 minutes. Subscribe to 30|30 Try Conductor for free for 3 weeks. *No credit card required* Try Conductor for Free See how AI writing outputs compare when using the exact same prompt. See How AI Outputs Compare Visit the Conductor Booth!