The document emphasizes the importance of establishing authority and expertise in the context of AI-generated content, suggesting that unique content derived from firsthand experience is necessary to combat lower-quality search results. It highlights the need for quality authorship, outreach for expertise, and demonstrates how building authority can lead to better visibility and higher conversion rates. Utilizing social media and engaging with subject matter experts are presented as key strategies for enhancing content credibility and impact.

2. What’s the Value of Being Authoritative?
What's the value of building authority in an AI
content future?
How do subject matter expertise and online
authority overlap?
How does outreach have benefits that go
beyond backlinks?

3. AI Tools Existed for Years, but ChatGPT…
Is the pop star of the AI conversation.

4. Poll: Have you tried ChatGPT, Bing’s
Chatbot, or another generative AI
tool?
● Yes, and I’m actively using AI tools to create content.
● Yes, but I’m not using these tools to create content.
● Not yet, but I plan to soon.
● No, and I don’t plan on using AI content tools.

5. 1. Generative AI Is a Fancy Parrot
Remember: AI content generators
can’t actually think for themselves the
same way humans can.
The counter to AI content is unique
content, that shows expertise and
first-hand experience.

6. No, Pee-wee.

7. When an Answer Isn’t THE Answer…
Even Bing mismatched the query and answer here.

8. These Articles Don’t Exist.
ChatGPT is a language model. It makes stuff up!

9. AI Is Already Getting Sloppy.
It’s happening all over.

10. Where Is “True North”?
If you only follow a compass without reference to a map, you will get lost.

11. Poll: Who is writing your topical
content?
● A team of in-house writers
● An outsourced third-party tool (Textbroker, etc.)
● A content marketing agency
● I write everything myself.
● Other - Let us know in the comments!

12. 2. Highlight Quality Authorship.
Create detailed author bio pages.
Include details in hero images.
Add industry credentials (PHD, MD,
CCRN, ACRN)

13. There’s More “E” To EAT - Experience
Example: Just repeating the
manufacturer’s description in
different words when crafting
a product review provides a
poor user experience.
To combat low-quality SERPs, Google is seeking first-hand experience.

14. The Ability To Write ≠ Expertise
In most industries, the ability to write is not synonymous with expertise.
Research ≠ Experience
Inability to spot inaccurate sources
Lack of nuance
Doesn’t address “downstream” impacts

15. Poll: Do you consult with subject
matter experts when crafting content?
● Yes, subject matter experts write the content.
● Yes, my team interviews subject matter experts and
then writes the content.
● Not yet, but I plan to soon.
● No, and I don’t plan on working with subject matter
experts in the future.

16. Need Expertise? Ask Questions.
Want to build better content? Use outreach to gather expertise.

17. Gathering Expertise Through Outreach
Consider what your audience actually wants to know.
Then, generate 3-10 questions to ask a professional.
Example: If you’re writing content about firearms,
consider interviewing a firearm instructor to ask
questions about range safety and tips to help your
readers improve their skills.
Bonus: Create a graphic using insights from the
professional and encourage them to post it on their
website with a link back to your content.

18. Social Media Is OPEN for EXPERT Outreach.
Observe: Follow trends and use tools to analyze what
authorities post about.
Participate: Like, favorite, retweet, @, and comment.
Engage: @ people referenced in your content.
Network: Send that DM, build a relationship, and use your
outreach message.
Important outreach steps:

19. Looking for New Keyword or Content
Ideas?
Tip: Find allies who are also
targeting your audience. Then, look
for topics and keywords that
overlap.

20. 3. Authority Building Value Goes Beyond Links
“Compared to non-branded keywords,
branded keywords have over 2X higher
conversion rates.”
–B2B Study: “The Evolving Path of Today’s Tech B2B Customer”
Did you know:

21. Review GSC for Brand+ Queries.
How do people search with your brand?
Coupon codes & discounts
Related products or topics
“Update” / “Latest version” / 1.23 etc.
“Scam”/ “Is this a scam” = Reputation
problem

22. Influencers Unlinked Mentions = Brand
Queries

23. Visibility & Brand Awareness Impact SEO
“Compared to non-branded keywords, branded keywords have over 2x
higher conversion rate”
--B2B study “The Evolving Path of Today’s Tech B2B Customer”

24. Notability > Wikipedia > Knowledge Graph
Google uses a knowledge graph to
create entities.
Your brand/service/product needs to
be referenced, cited, and linked in
order to be notable enough to get a
Wikipedia entry.
A knowledge panel becomes part of a
brand’s search results.

25. Yes, Links… But Also “Mentions”
Use HARO & Terkel.
Publish unique industry data.
Do something distinctive that stands out.
Connect with publishers that have
significant traffic, not for links but for
visibility & mentions.
Leverage influencers and industry experts.

26. Authoritative Content Gets Cited
When you publish unique, relevant, and authoritative content,
it gets referenced and cited by others.