How to Win at Gen AI Search with Christopher Penn

The Content 10x Podcast

What impact is generative AI having on search behaviors and how is that affecting the way we approach content marketing in the B2B space?

In this episode of The Content 10x Podcast, host Amy Woods speaks to Christopher Penn, who is the Co-Founder and Chief Data Scientist at Trust Insights, an organization that helps companies collect data so they can make better decisions. Together they discuss the rapidly evolving landscape of generative AI search behaviors and their impact on content marketing.

Christopher shares insights into how search engines are powered by AI to deliver the snippet answers that appear at the top of SERPs (Search Engine Results Page). More and more people tend to go to the gen AI tools like ChatGPT and Perplexity for information and answers. All of this is changing the dynamics of content visibility and traffic.

Christopher highlights the need to create 'the most best content' and adopt a multi-channel distribution strategy to ensure brand prominence.

He also provides actionable advice on utilizing AI in content marketing, including understanding training data, leveraging SEO, and a framework for assessing tasks suitable for AI.

Find out:

• The impact of gen AI on search traffic
• How to train gen AI to recognize your brand
• The importance of repurposing content to maximize reach

Important links & mentions:

• Trust Insights https://www.trustinsights.ai/
• Trust Insights' 5P Framework https://www.trustinsights.ai/blog/2024/03/why-change-management-the-trust-insights-approach/
• Christopher on LinkedIn https://www.linkedin.com/in/cspenn/
• Amy’s book: https://www.content10x.com/book (Content 10x: More Content, Less Time, Maximum Results)

Amy Woods is the CEO and founder of Content 10x, the world’s first and longest-running specialist content repurposing agency that partners exclusively with B2B tech and professional services businesses.

Amy is a best-selling author, hosts two content marketing podcasts (The Content 10x Podcast and B2B Content Strategist), and speaks on stages all over the world about the power of content repurposing.

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