Lisa (Berkley) Gately Principal Analyst at Forrester, in conversation with our CMO, Loreal Lynch, unpacks a major shift in marketing: creating for humans and AI.
Today, top-performing content does both. It’s structured, substantial, and backed by real proof, so AI can understand it and humans can trust it.
Watch the full webinar for more on evolving playbooks for the AI era 👉 https://lnkd.in/etmc6pgn
If you're creating a marketer and you're creating content, who is your audience? Is it a bot now or is it is it a human? Yeah, that was a great one point because we're now looking at it's both. The reality is we're now in the stage. If it's got to be both and you put on the very thing of where we can add great substance and really do these things for all time. You're right. It's not different that we've talked about doing this. We haven't always been doing it, but then also structure. So once you have the quality of the credibility, you're doing these things that show off. Data, all the things that make something real proof, not just promotional fluffy content. It's very useful then for both humans and AI. AI, as you said, in crawling your site and going through all of this content, make it recognizable. If you're using schema markup, you're partnering with others across the business chunks of content. Think about lists, tables for all time, You know, we know our H ones, H twos are doing a lot of work for us, but having labels, you start to see on a lot of client sites. I'm looking at they've got key takeaways or they've almost got this table of contents, like way of showing what's on the page so that both humans and AI can recognize what's there. Is it what you'd expected or looked for in the tagging?
