Content Strategy for AI Answers

Marcel Santilli

Marcel Santilli

Former CMO at Deepgram and Scale AI

Content Strategy for AI Answers
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Summary

Plan and ship content that AI answers cite—and buyers trust. This practical workshop shows marketers and founders how to win visibility in AI results and turn it into revenue. You’ll learn the difference between GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), create example-driven writing artifacts, map topic clusters, run context-rich AI workflows, and measure impact across citations, engagement, and conversion.

Section 1 — The shift in search

  • Introduction: why AI answers are changing discovery and intent
  • Why invest in GEO & AEO: where LLM referral traffic comes from and how it converts
  • Distribution & conversion: build a human, programmatic flywheel and capture buying signals
  • ROI & measurement: a five-part model—foundation, cadence/quality, reach/visibility (incl. citations), engagement, conversion
  • Q&A & closing: your 30-second team pitch and how to keep artifacts + knowledge base up to date

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