#336: How Marketers Are Creating High Quality Content with AI (That's Not Slop!)

Eoin Clancy (VP of Growth at AirOps),  Connor Beaulieu (Senior SEO Manager at LegalZoom), and Adina Timar (Head of AEO at Weflow) join this live session to talk about how to create high-quality content with AI. Connor walks through a workflow his team built at LegalZoom to automatically source expert quotes.. Adina shows how she rebuilds competitor pages from scratch using sales calls, LLM data, and live competitor analysis. And Eoin shares the research behind why content quality is now the single biggest lever in AI search. If you want to see what content engineering actually looks like in practice, this one is for you.

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Dave [0:00:01]: You're listening to The Dave Gerhardt Show.

Dave [0:00:02]: Hey.

Dave [0:00:17]: It's me Dave here.

Dave [0:00:18]: So real quick note on this one.

Dave [0:00:19]: Dan is our CEO here at Exit Five.

Dave [0:00:21]: He hopped in and hosted this awesome webinar.

Dave [0:00:23]: Me, your favorite thought leader favorite host at least in my own mind.

Dave [0:00:27]: I was out it was Stanley Vacation Week.

Dave [0:00:29]: We were skiing with the kids So Dan Hop hopped, he was a good vp marketing back in the day too if I

Dave [0:00:34]: if I do say so myself...

Dave [0:00:36]: He's got the skill.

Dave [0:00:36]: He's not just the CEO.

Dave [0:00:37]: But he hosted this live session with Eoin from AirOps, Connor from LegalZoom and Adina from Weflow.

Dave [0:00:44]: Those are three people that have deep experience in Ai and SEO, and that's such a hot topic in our community right now.

Dave [0:00:50]: It's just a really great conversation about how to create high quality content Ai without putting out s.

Dave [0:00:56]: They each walk through a bunch of their actual work flows that they're doing inside of their companies.

Dave [0:01:00]: So was very tactical and specific.

Dave [0:01:02]: If you need to get smarter and learn more about AI and SEO.

Dave [0:01:05]: This is a great one for you to tune into.

Dave [0:01:07]: Enjoy this conversation, Dan good job hosting this webinar, I guess I'll put in your performance review.

Dan [0:01:14]: Everyone.

Dan [0:01:14]: Welcome to today's session.

Dan [0:01:16]: So I'm a minute late.

Dan [0:01:17]: We're just getting ready backstage.

Dan [0:01:19]: I've got some awesome guests here today.

Dan [0:01:22]: I'm not Dave.

Dan [0:01:23]: That's the first update to give you.

Dan [0:01:25]: It's first order housekeeping to do.

Dan [0:01:26]: I'm my tae on Dan.

Dan [0:01:27]: On the CEO of Five, we got some feedback that everyone was sick of Dave, they wanted someone new.

Dan [0:01:33]: So they chose me for some reason.

Dan [0:01:34]: Now, Dave's on Vacation, actually sick on vacations.

Dan [0:01:37]: So shout out, Dave, I hope you feel better.

Dan [0:01:39]: And I get the pleasure of hosting today's session about how to create high quality content with Ai without creating Ai sla, which given how many people registered for this pretty popular topic.

Dan [0:01:51]: So that's exciting.

Dan [0:01:51]: Can you chat in?

Dan [0:01:53]: Hey, Joe?

Dan [0:01:53]: What's up.

Dan [0:01:54]: Can you chat in right now?

Dan [0:01:55]: So, okay, People can here hear if you actually asked that right, price from the jump You don't have to chat in.

Dan [0:01:59]: We're gonna add a poll right now.

Dan [0:02:01]: The question is on a scale from one to five.

Dan [0:02:04]: How much do you think Ai is making Bd content more generic right now.

Dan [0:02:09]: And so there's a...

Dan [0:02:09]: There's a poll, it should appear, I can't see it.

Dan [0:02:12]: Yet.

Dan [0:02:13]: So I don't know if it's up there yet.

Dan [0:02:15]: Let me go to polls.

Dan [0:02:16]: Yes.

Dan [0:02:17]: It's being published right now there it is.

Dan [0:02:19]: Perfect.

Dan [0:02:20]: I just wanna read the room.

Dan [0:02:22]: Yeah.

Dan [0:02:22]: Okay.

Dan [0:02:22]: I'm ten.

Dan [0:02:24]: Perfect.

Dan [0:02:24]: I wanna get a feel for the room.

Dan [0:02:26]: We are here to help you today spend the next sixty minutes.

Dan [0:02:29]: We've got some great people on the ground on the front lines, Connor Adina and Eoin, to share what they're working on, share some results.

Dan [0:02:38]: But I wanna hear from you first that'll help us make sure that we're catering this session to your needs because that's why we're all here late.

Dan [0:02:44]: It looks like we're getting a lot of five, some fours and three good.

Dan [0:02:47]: It's a good mix.

Dan [0:02:48]: It's not like everybody's freaking out at a complete five level, which is good.

Dan [0:02:52]: And we wanna to have a mix and everything

Eoin [0:02:54]: or a real feel

Dan [0:02:55]: for what...

Dan [0:02:55]: How you're feeling and we wanna hear from you throughout the the session too.

Dan [0:02:58]: So before we add it in, I have an ad care.

Dan [0:03:01]: So today's session is brought to you by our friends over at AirOps.

Dan [0:03:05]: They are our sponsor.

Dan [0:03:06]: Ai jared slot.

Dan [0:03:07]: It's the best thing never happen to marketing.

Dan [0:03:09]: Do you wanna know why?

Dan [0:03:10]: Because it raises the bar.

Dan [0:03:11]: Ai slot kills deals it kills brand.

Dan [0:03:14]: It kills trust.

Dan [0:03:15]: And as a result, it's forcing marketers to create things that actually matter.

Dan [0:03:19]: That's what the AirOps is built for.

Dan [0:03:21]: It's a content engineering platform for marketers who want content that sounds like their best subject matter expert, not a chatbot.

Dan [0:03:27]: Ground and real resources, real insights, real information, and it helps you find and act on your highest value opportunities in Search, not just dashboards, but actual execution.

Dan [0:03:37]: Ai search and SEO is a topic that everyone wants to get smarter on right now.

Dan [0:03:42]: It's probably the hottest topic.

Dan [0:03:43]: In Exit Five if you go in and Exit Five or you read our newsletter where you come to like this.

Dan [0:03:48]: And AirOps helps you get there.

Dan [0:03:50]: So go check them out AirOps.com/exitfive Eoin for last week and putting together a guide specifically for you of how to get started, and he's gonna walk you through it Don't wanna ruin it and I'll screw it up if I start talking about it.

Dan [0:04:02]: But how to get started this week on creating higher quality content with Ai.

Dan [0:04:06]: He's gonna give you that for free?

Dan [0:04:07]: It's actually at air.com/exitfive.

Dan [0:04:10]: You can go there.

Dan [0:04:11]: You can get the guide.

Dan [0:04:12]: Eoin will tell you a little bit about it in a minute.

Dan [0:04:14]: And I'd also just say they have some amazing content on there on their website, about Ae seo, content creation, And so if you go to air.com, go to resources.

Dan [0:04:23]: They do live sessions like this and and they're great.

Dan [0:04:26]: So you can check those out as well.

Dan [0:04:27]: Alright.

Dan [0:04:28]: Let's add our guests, our guest experts our guest speakers to stage now, and we'll we'll do with some intros.

Dan [0:04:35]: Alright everybody.

Dan [0:04:36]: Welcome.

Eoin [0:04:38]: Hey, Dan.

Eoin [0:04:38]: Thanks for having us.

Eoin [0:04:39]: Alright, Eoin.

Dan [0:04:40]: Yeah.

Dan [0:04:40]: Thanks for thanks for joining.

Dan [0:04:41]: All.

Dan [0:04:42]: I'm gonna kick over to you first.

Dan [0:04:43]: Let's do intro.

Dan [0:04:43]: And then let's start with so we we got some data here, some plenty of people that are are concerned about.

Dan [0:04:48]: Creating content that doesn't meet the bar.

Dan [0:04:50]: I can help them connect their audience.

Dan [0:04:52]: Let me ask you this question once you introduce yourself.

Dan [0:04:53]: Why do you y'all feel, there's so many brands struggling to connect with their audience via content.

Dan [0:04:59]: Right Great question.

Dan [0:05:00]: So formal introduction.

Dan [0:05:01]: I'm Eoin despite how my

Eoin [0:05:03]: name is Spelled.

Eoin [0:05:03]: I am Vp growth at AirOps.

Eoin [0:05:05]: At, like, Dan, you give a, great introduction with the first end to end content engineering platform.

Eoin [0:05:11]: In short, we help you get found and stay found in Ai search.

Eoin [0:05:15]: And Google.

Eoin [0:05:16]: Great question, and then it's great to see that the data flowing in from the poll.

Eoin [0:05:20]: We we do a lot of research ourselves on that topic of what our audience thinks.

Eoin [0:05:24]: But, I think it's, like, for creating quality content today.

Eoin [0:05:29]: It's hard.

Eoin [0:05:30]: Like, it's never been easier to generate content and has never been more tools to get context from, and what's actually difficult is the prioritization of what actually matters.

Eoin [0:05:40]: Like, what's going to move a needle for you and kinda like that, age old, like, adage of, like, time or money or, like, energy.

Eoin [0:05:49]: And, I think teams now have to choose between, or they're they're trying to make a trade off between content quality, volume and velocity, And I think oftentimes content qualities, the hardest attribute to get right.

Eoin [0:06:03]: That's also the attribute most teams are, like skim on.

Eoin [0:06:06]: And it's costing them results today, and it'll increasingly cost results, and we'll see from Edema and Connor later.

Eoin [0:06:13]: How some of the best in the business are approaching it, and, I some data to share later as well on why content quality is actually one of the most important attributes you can go and focus on.

Eoin [0:06:24]: So like the guides Dan referenced, everyone here today will leave, like, kind of a playbook, you can implement this week because I'm very much of the mindset.

Eoin [0:06:31]: Like, you want easy quick wins.

Eoin [0:06:34]: So I think kind quality Tl, one of most important things you can focus on.

Eoin [0:06:38]: That's probably the one that most marketers are leaving behind themselves right now.

Eoin [0:06:41]: Awesome.

Dan [0:06:42]: Well, thanks for for joining us Eoin, you, obviously, have a ton of information here.

Dan [0:06:45]: You're sitting at the center of working with people like Connor and Adina who are on the front lines, building out content in this new era.

Dan [0:06:52]: Connor, Speak over to Still intro.

Dan [0:06:54]: And if you could answer too, Like, why do you think branch are struggling so much to connect with their audience right now.

Connor [0:06:59]: Yeah.

Connor [0:06:59]: Thanks.

Connor [0:06:59]: Thanks for having me as well.

Connor [0:07:00]: I'm Connor.

Connor [0:07:01]: I'm a senior Seo manager at LegalZoom, we, do a lot of legal services, business formation, trademarks, etcetera.

Connor [0:07:07]: It's a great question.

Connor [0:07:08]: I view it as sort of an identity crisis for marketers.

Connor [0:07:12]: Right?

Connor [0:07:13]: Where, historically, we have...

Connor [0:07:15]: For good marketers pride ourselves on providing value to demographics we care about.

Connor [0:07:20]: And the way we've done that is by creating, you know, useful informational content, But now that's so much of that demand is being met by engines at least on the lower end of things.

Connor [0:07:31]: The question becomes how do we as good marketers provide a new type of value that is incremental beyond what the engines are providing.

Connor [0:07:39]: And I think that a lot of our systems have not yet caught up to that reality.

Connor [0:07:42]: And so we're caught in this limbo of the things that we have been doing to connect with our customers.

Connor [0:07:47]: Are already being fulfilled somewhere else and in some ways better.

Connor [0:07:51]: And, yet, we haven't really figured out the process needed to scale new value adds to the markets that we care about.

Connor [0:07:58]: And so the connection issue is real, but there are solutions.

Connor [0:08:01]: So hoping to talk about that a little bit more in my side.

Dan [0:08:04]: Yeah.

Dan [0:08:04]: Looking looking forward to digging in with you.

Dan [0:08:06]: And then we'll kick you over to Romania, which is where Edema is.

Dan [0:08:09]: Or, first of all, at Dean, what time is it in Romania?

Adina [0:08:13]: It's actually eight pm.

Dan [0:08:14]: Right?

Dan [0:08:14]: Okay.

Dan [0:08:15]: End of day, for sure.

Dan [0:08:17]: Is that a normal working hour for you.

Dan [0:08:19]: This this late in the day or or or you staying up late for us?

Adina [0:08:23]: Not really working hour, but I enjoy doing this type of the meetings and webinars and anything.

Adina [0:08:28]: So it's totally great.

Dan [0:08:30]: We appreciate you comments.

Dan [0:08:31]: It's also a about yourself, and then know, why why you think brands are struggling to connect with their audience right now.

Adina [0:08:37]: Alright.

Adina [0:08:37]: Thanks for having me first.

Adina [0:08:38]: And basically, agree with what Eon and Connor said.

Adina [0:08:43]: Y, I'm sorry that I'm butchering your name, I can't always pronounce it drive?

Adina [0:08:46]: You This is this is just to being part of Romania.

Adina [0:08:50]: So I'm the head of AEO at the Weflow.

Adina [0:08:53]: That's Weflow not wet flow because I know a lot of people getting wrong, including

Dan [0:08:58]: chat.

Adina [0:08:59]: Which is why I'm actually here and why my role is...

Adina [0:09:02]: To make sure And Google know who we are and the confused us with workflow.

Adina [0:09:07]: I think why brands are struggling right now is because a lot of people in Seo, myself included.

Adina [0:09:13]: We've been doing this old plate for a lot of time For example, two years ago, we were publishing.

Adina [0:09:18]: I was publishing one hundred and fifty articles a month at the user pilots, and that was, like, a really high velocity that we needed to even get a chance to compete with everybody in Serc.

Adina [0:09:32]: And now we're being bombarded with all of these changes serve.

Adina [0:09:36]: Nobody knows what's working, what's not working.

Adina [0:09:39]: There's a ton of information out there.

Adina [0:09:40]: What we should do at Sc at L dot tax file not added.

Adina [0:09:46]: So it's a bit confusing.

Adina [0:09:48]: We don't know how to approach it, and a lot of people say, hey, Okay.

Adina [0:09:51]: We have Ai now.

Adina [0:09:52]: So let's us just go and use Ai to apply the same the same plate that we did.

Adina [0:09:57]: Scrape all the pages and everything.

Adina [0:09:59]: This is actually what I'm gonna be talking about today.

Adina [0:10:01]: That's the problem We need a mindset shift to be able to move from how do we ranking Google towards how do we teach and help a le recommend us when our tool is the best choice.

Dan [0:10:15]: Awesome.

Dan [0:10:15]: And I think there's actually some some specific information what you're talking about in Eoin's guide, which, again, we keep teasing on, and we'll talk about that in just a few minutes.

Dan [0:10:23]: Before we get into that and some research that all I wanted to share.

Dan [0:10:26]: Wanna kick it over to Connor, where are you focused right now, Conor?

Dan [0:10:30]: Wonder are what are the areas you're most focused on?

Dan [0:10:32]: I actually think you have a couple slides and visuals you wanted to share as well to talk about where your focus at at LegalZoom.

Connor [0:10:38]: So definitely a lot of focuses right now.

Connor [0:10:40]: But I think we're most interested in kind of pairing down the areas in which we are focusing.

Connor [0:10:46]: So fewer pages overall even to the extent that we're c some long form content that's no longer serving your needs.

Connor [0:10:53]: And then focusing on really accelerating not only the quality of the remaining pages, but also smoothing out the flow from informational surfaces to transactional surfaces.

Connor [0:11:03]: So if we're getting cited and surfaced less often, you know, sessions are going down, then that means the value of any individual session, therefore goes up, and we need to be nailing Cro and need nailing that pathway to conversion whenever it happens.

Connor [0:11:18]: Awesome.

Dan [0:11:19]: Did you wanna share a little bit.

Dan [0:11:20]: So one question actually before Con shares anything else?

Dan [0:11:23]: We can show you...

Dan [0:11:24]: It kinda depends on how technical you I wanna get cancel.

Dan [0:11:26]: Like, we can kinda show you, like, last week we met Connor, Eoin and Ad dean and I.

Dan [0:11:31]: Actually went in through, and they show me some of the flows are building.

Dan [0:11:34]: I wanna hear from you guys though, like again, Like I said at the beginning, I wanna make sure this is has helpful for you all as possible.

Dan [0:11:39]: Can you chat in and let us know if you wanna see, like, some of the flows at Connor and Have built and, like, how they're actually using some of these input sources to create content?

Dan [0:11:48]: I didn't hear yes, And I need I need confirmation because sometimes when we share stuff people that...

Dan [0:11:52]: Yeah.

Dan [0:11:53]: Okay.

Dan [0:11:53]: Me a lot I guess, okay.

Dan [0:11:54]: There we go.

Dan [0:11:55]: I was waiting for that barrage of of of chats before we you.

Dan [0:11:57]: Great.

Dan [0:11:57]: I wanna go behind the scenes.

Dan [0:11:58]: I wanna show this it seems like people want it.

Dan [0:12:00]: Connor, do you mind sharing your screen showing us some of the flows that you go.

Connor [0:12:04]: For sure.

Connor [0:12:04]: So I'll do the slides ahead, and then we'll segue into the flow if that works for everyone.

Connor [0:12:09]: Perfect.

Dan [0:12:09]: Please Yeah.

Dan [0:12:10]: This topic deserves visuals.

Dan [0:12:11]: We don't do a lot of them in these sessions, but, like, we actually have people in the front lines building out content for LegalZoom and Weflow to pretty notable companies, and so I would love to just kinda peer behind the scenes here and and see some of what they've been building and show all of you, of course.

Connor [0:12:26]: So I guess I wanna start is that for better or worse, Seo have gotten by for a very long time by creating decent content.

Connor [0:12:35]: Right?

Connor [0:12:36]: You know, you look at the serve for a given keyword, you see what's already ranking and then you skyscraper it in some way.

Connor [0:12:41]: You provide, you know, new sub topics or sections that weren't present.

Connor [0:12:46]: You adjust the format to surface answers more quickly and prominently for or you just polish up the writing quality itself, and that worked for a very long time as a form of kind of incremental improvements.

Connor [0:13:00]: And it specifically worked when our competitors wear our actual competitors.

Connor [0:13:04]: They were other brands and businesses trying to rank in the same space as us and reach the same audiences.

Connor [0:13:10]: But with the advent of L, more often than not, our competitors are the engines themselves.

Connor [0:13:16]: And if all we're doing is para what previously existed, we're never gonna beat the engines.

Connor [0:13:22]: Right?

Connor [0:13:23]: They set the rules they have the tech?

Connor [0:13:24]: They're just better at it than we are.

Connor [0:13:26]: And also, why would they ever be incentivized to surface our content If it's just in their eyes a worse version of what they're already doing via chat or Ai overview.

Connor [0:13:36]: So the question then becomes, if that demand is being fulfilled by the engines.

Connor [0:13:41]: What do we do with our content that goes beyond what the engines can provide and hopefully what our actual competitors can provide?

Connor [0:13:48]: And how do we stop thinking about the definition of incremental as meanings small and start thinking of it as meaning new.

Connor [0:13:56]: Right?

Connor [0:13:57]: And the way we do that is by sitting down internally and having a hard converse with each of our teams about what we have to offer that is unique to ourselves and unique to our businesses.

Connor [0:14:07]: For LegalZoom, this was thankfully pretty simple.

Connor [0:14:11]: We've always been all about the human in the loop, like, even as we...

Connor [0:14:16]: Like, we just announced the partnership with claude today, but the partnership is predicated upon human the loop.

Connor [0:14:22]: Like, we are the experts at the end of the day.

Connor [0:14:24]: So our answer was, let's start surfacing the voices of our attorneys.

Connor [0:14:29]: Right?

Connor [0:14:30]: We have an in house law firm that's trademark specialty.

Connor [0:14:32]: We have access to a broad network of attorneys and other specialties, let's elevate their voices in our content because it's not something Can do.

Connor [0:14:41]: But for other businesses, the conversation might be a little bit more complicated.

Connor [0:14:45]: Like, maybe you do have subject matter experts that you can leverage either internal or external.

Connor [0:14:50]: Maybe you have proprietary data studies that you can external, to add the conversation.

Connor [0:14:55]: And maybe if you don't have either of those things, like, for competitor comparison content, for instance, Maybe instead of rehash the third party pieces that have been done a million times, you start fresh, go in, go through the product flows yourself and treat it as if you're doing it for the first time.

Connor [0:15:13]: For regardless of what how you decide to do this and where you decide that your incremental value kinda lies as a company, that's what we need to start thinking about as we produce content.

Connor [0:15:24]: For LegalZoom, as I said, the the question is pretty easy of the what but the how was the blocker?

Connor [0:15:31]: Because creating quality at scale seems like an Oxy mo, especially when you're dealing with lawyers.

Connor [0:15:37]: Right?

Connor [0:15:38]: If you talked about having in person or Zoom interviews with an attorney to source these quotes, you'd be lucky if you got three articles done a week.

Connor [0:15:48]: And with a portfolio of content as large as ours, it'd be twenty thirty five before we had it rolled out across all of our content.

Connor [0:15:55]: So that's where automation comes in.

Connor [0:15:57]: Right?

Connor [0:15:58]: Specifically, something we call Project penny.

Connor [0:16:01]: So penny for your thoughts.

Connor [0:16:02]: This was an attempt to automate the ops surrounding the creation of quality rather than automating the quality creation themselves if that makes sense.

Connor [0:16:13]: It's very simple.

Connor [0:16:14]: And when we get under the hood, you're gonna be much less impressed by this because it is so simple.

Connor [0:16:19]: But, at the end the day, what it is if you take the Url of an article.

Connor [0:16:23]: You run it through an To identify five opportunities throughout that article where a quote from a subject matter expert would hit hardest.

Connor [0:16:32]: You then frame that question with positioning and context.

Connor [0:16:37]: You identify the most relevant expert from your knowledge base from the subject matter experts to whom you have access, and you get an answer.

Connor [0:16:47]: You route the question to them.

Connor [0:16:48]: We're doing it through Slack, like, AirOps ties directly to Slack, it pings them with the message.

Connor [0:16:54]: Their tags says, hey, new quote available.

Connor [0:16:56]: Here's the quote.

Connor [0:16:57]: Or, here's the question that we need answered, and then you re upload it right into your content.

Connor [0:17:03]: You could also do this via email or any other method of communication you want.

Connor [0:17:07]: What this allows us to do when run from a grid is essentially identify the opportunities, write the questions, find the experts and get the answers for a thousand articles at once rather than doing a piece mail three three a week for the next you know, ten years or whatever.

Connor [0:17:24]: This is, I think for us the best way we can possibly leverage this right now.

Connor [0:17:30]: And what was very kind of nice to see when we first started doing this is how different the real world experience was from what the L suggested.

Connor [0:17:42]: Right?

Connor [0:17:43]: So a really good example is the first article we ever did, it had a section about how to name your business.

Connor [0:17:49]: And the L when you ask it, it spits out go with a flashy name, go with a memorable name.

Connor [0:17:55]: And our business attorney actually said, no it's the exact opposite.

Connor [0:17:58]: You want your base business name to be very vanilla in general, and then you file a Dba or a doing business as that's flashy, so that you can keep that nice vanilla for filings and keep things straight, and then you can have the flexibility to change the flash whenever you want.

Connor [0:18:16]: So now, I wanna get into the flow itself since you all were so eager and prepare to be not impressed by the...

Dan [0:18:22]: Yeah.

Dan [0:18:22]: We're getting we're getting lots of good questions here, Connor.

Dan [0:18:25]: Please get into it.

Dan [0:18:26]: This is great, But I will I will jump in after you show a little bit community answer a couple of these questions.

Connor [0:18:31]: Sure.

Connor [0:18:31]: Like I said, the flow is not very impressive, and I've had this experience with my team as well where they think it's like the best thing since sliced bread, and then they get in and they're like, oh, I could do this.

Connor [0:18:42]: So the the v comes off for me at least.

Connor [0:18:45]: And for context, I don't code.

Connor [0:18:47]: I built this all with the built in c copilot.

Connor [0:18:49]: Think So it's just general kind of conversational prompting that allowed me to get to where I am today.

Connor [0:18:55]: So the flow itself project penny has two inputs, the first is just the Url of the article itself, and then also a knowledge base contain meaning the name area of specialty and Slack Id of all of your experts.

Connor [0:19:11]: We're lucky that that knowledge base contains about three thousand people right now for us, but it could be much more condensed for for y'all, meaning It then it goes that Url scrape the oracle content all of its Html, everything else.

Connor [0:19:22]: It uses five point one to identify quote opportunities.

Connor [0:19:27]: These are fun.

Connor [0:19:28]: It always does five.

Connor [0:19:30]: It gives you the des sc.

Connor [0:19:32]: The article snippet in which it appears the required expertise type, the suggested question itself and then frames it with the strategic value of why it shows this opportunity, and then gives you priority levels.

Connor [0:19:45]: It then searches the knowledge base itself for the most relevant experts ranks them for the top three, and outputs directly into a dedicated Slack channel tagging them.

Connor [0:19:57]: If you view here, this is actually an example of an output directly into Slack.

Connor [0:20:03]: So, again, this could be done via email or else, but it just allows you to automate the ops aspect of this and reduce the need for manual communication, and then they would just comment on the Slack message saying, I would like to claim this quote.

Connor [0:20:19]: Here's my answer, and you take it from there.

Dan [0:20:21]: Hey, Conor connor Can.

Dan [0:20:22]: And when I jump in with the questions?

Dan [0:20:23]: Sure.

Dan [0:20:24]: Sorry.

Dan [0:20:24]: I'm gonna jump into the question, I think he's the right time Asked one.

Dan [0:20:27]: So could Cut katrina.

Dan [0:20:29]: Kat is asking about...

Dan [0:20:31]: So these are existing articles on the LegalZoom website.

Dan [0:20:34]: The old overflow here is you're asking your in house team to provide a quote.

Dan [0:20:38]: You automate with Slack.

Dan [0:20:40]: You showed some stuff you're doing AirOps specs especially be able to create the output for it.

Dan [0:20:43]: That's awesome.

Dan [0:20:44]: But what is it accomplished to update the article with a new quote?

Dan [0:20:49]: Like, when people live on the page, Like, the...

Dan [0:20:51]: I think you talk a little about zero before?

Dan [0:20:53]: Is it that you, you know, like, is this a quote or an updated me quote, they're more likely to convert on that page?

Dan [0:20:58]: Like, I guess, I just kinda wondering, like, what is the the value of updating these articles.

Connor [0:21:04]: So it's twofold fold.

Connor [0:21:04]: It is Cro.

Connor [0:21:05]: Right?

Connor [0:21:05]: Anytime that you you showcase expertise, it adds trust, especially in a trust sensitive space like legal.

Connor [0:21:12]: That's always useful.

Connor [0:21:14]: But then it also fits exactly with Google's own definition of Ee.

Connor [0:21:19]: Right, You are surfacing firsthand accounts from people who are very qualified to speak on the subject.

Connor [0:21:25]: And then you're having all the proper sc associated with that quote, we actually do a quote module that has automated sc built into it to to show Google, like, this is who's saying it.

Connor [0:21:35]: This is why it matters.

Connor [0:21:36]: And then the other thing is that we've seen this transition in the ser away from kind of devoid of personality, generic content and transition more towards, like the reddit of the world where it's first person accounts, speaking about their experience as various topics, And as that type of content becomes more and more prominent un ser, including it in your content is a really good way to get exposure in the way that you really want.

Connor [0:22:05]: Awesome.

Dan [0:22:06]: So having the actual human with an actual quote, is just way more valuable.

Dan [0:22:09]: Then it would be if you were pulling something from, you know, in our glass or or generic quoted.

Dan [0:22:15]: Right?

Dan [0:22:15]: So that...

Dan [0:22:15]: That's part of about Yeah there.

Connor [0:22:18]: So...

Connor [0:22:18]: In January, we saw...

Connor [0:22:19]: I think the best example of this is we saw one of our pages get us served by a reddit thread and a sub called working moms about the cost of forming Llc in Delaware or something.

Connor [0:22:32]: And that was just, like, really put a pin in just how important the first person Po and the lived experience is and the way that Google is choosing how to rank things.

Dan [0:22:42]: Another question from Don for you, Connor.

Dan [0:22:44]: How common do you get the same Smes so your your legal team, the subject matter experts.

Dan [0:22:49]: Identified for multiple opportunities?

Dan [0:22:51]: I guess, one question I have is how many smes do you have at LegalZoom, of these attorneys do you have to to ask these And what is the frequency in which they're being asked to write quotes?

Connor [0:23:01]: For sure.

Connor [0:23:01]: So the reason you saw the same ones in that snippet is I actually, fabricated knowledge based of experts for this didn't wanna surface the names of our attorneys.

Connor [0:23:10]: But the number of times you get repetition is dependent upon the number of experts you have and the diversity of their expertise right.

Connor [0:23:18]: So I would suggest if you have quite a few, spend extra time on the front end, really clarifying what their exact area of expertise is because asking what the L really hone in on the actual best person to answer the question.

Dan [0:23:33]: These Are smart.

Dan [0:23:33]: Right?

Dan [0:23:34]: As con...

Dan [0:23:34]: Or...

Dan [0:23:34]: Sorry.

Dan [0:23:35]: Eoin just said, having something you need to say gets you seen by, so, like, having subject matter experts that have unique perspective in certain areas, like, trademark or, you know, business creation probably was part of the Thought.

Dan [0:23:46]: Kinda, this is fantastic.

Dan [0:23:48]: Hey.

Dan [0:23:48]: Can everybody, just, like, chatting and let me know, like, this is the stuff you wanna see.

Dan [0:23:51]: Right?

Dan [0:23:52]: Like, this is a very tactical audience.

Dan [0:23:53]: My understanding.

Dan [0:23:54]: People wanna see behind scenes, like, actual flows.

Dan [0:23:56]: Just chatting in and let me know that this is the kind of stuff.

Dan [0:23:59]: Yep.

Dan [0:24:00]: Casey saying, keep it up.

Dan [0:24:01]: This is great.

Dan [0:24:01]: Yes.

Dan [0:24:02]: Cool.

Dan [0:24:02]: This is a great awesome.

Dan [0:24:03]: Alright.

Dan [0:24:04]: Well, we've warm him up for Athena.

Dan [0:24:05]: Connor did a great job showing some behind the scenes how how he's building out these workflows, using Slack, using ear ops, updating these old articles with quotes.

Dan [0:24:15]: We talk about how having something unique to say is important L.

Dan [0:24:18]: Dino, we wanna kick it over you.

Dan [0:24:20]: What are you doing at flow?

Dan [0:24:22]: Can you share a little bit about some of the content creation.

Dan [0:24:24]: You were doing a hundred and fifty articles a month for Seo back in the day.

Dan [0:24:28]: It sounds like that's a different strategy now.

Dan [0:24:30]: What's what's the new strategy?

Adina [0:24:32]: Yeah.

Adina [0:24:32]: For sure is...

Adina [0:24:33]: So back then, that was the only thing working.

Adina [0:24:35]: Like you needed scale and you need a ton of content out there.

Adina [0:24:39]: Right now, we just need better content.

Adina [0:24:41]: So it's not the volume.

Adina [0:24:43]: It's about the quality we're putting there.

Adina [0:24:45]: So let me quickly share my screen here.

Dan [0:24:48]: Well, she's sharing anyone else in chat.

Dan [0:24:50]: That's publishing well was previously publishing a hundred and fifty articles a month.

Dan [0:24:54]: Let's see if anyone we can out do Dino with that with that amount of volume.

Dan [0:24:58]: Let's...

Dan [0:24:58]: That seems impressive.

Dan [0:24:59]: That seems high to me, but it team was a pro, So I'm sure she knew...

Dan [0:25:02]: That what she was doing.

Dan [0:25:03]: No.

Dan [0:25:03]: No one's willing to share I yes.

Dan [0:25:05]: I didn't.

Dan [0:25:05]: No one's gonna be The new one.

Adina [0:25:08]: Okay.

Adina [0:25:08]: I won the cup of how many Ai slot was put out there on the Internet.

Adina [0:25:13]: Thank you.

Adina [0:25:14]: Okay.

Adina [0:25:15]: So if there's one thing you you get from my presentation is this line, so wood content isn't ad generated.

Adina [0:25:22]: A lot of people think we need the ai to generate content.

Adina [0:25:25]: Which we do, we add context and everything.

Adina [0:25:27]: But what I want you to change your mindset two is that it's about Ai assembled.

Adina [0:25:33]: So you will see this in all of my workflows and how I structure everything.

Adina [0:25:37]: It's about the granularity.

Adina [0:25:39]: Of putting tiny pieces together and having the patience to extract all of the pieces and get to the final outfit output.

Adina [0:25:48]: So that even stands for if you wanna build a full page head on.

Adina [0:25:54]: It's not gonna be generate one page it's gonna be generate tiny bits of pages and then put it all together.

Adina [0:26:00]: So let me show you how I'm doing this.

Adina [0:26:02]: I had a slide really beautiful one Ai slot intelligence led.

Adina [0:26:06]: I'm not gonna go through it because Everybody knows this.

Adina [0:26:09]: What you need to keep in mind is that, yes, We do have that old playbook you need to scratch that and you need to start thinking in what pieces of context?

Adina [0:26:18]: What pieces of intelligent.

Adina [0:26:19]: Do we have as a business?

Adina [0:26:20]: Because everybody has that.

Adina [0:26:22]: Being internal chat communication where people share knowledge being the team being a Qa reviews about your product being interviews being sales scripts.

Adina [0:26:31]: Anything out there, that's intelligence that you can format and put into into what you wanna produce.

Adina [0:26:37]: So my approach is usually starting with the data.

Adina [0:26:40]: Now thanks to, AirOps new Mc it's actually easier to check all of the prompts and where you...

Adina [0:26:47]: Where what are the gaps.

Adina [0:26:48]: So we have a ton of search console data where you can filter there and see where are those long query that people are searching for that look mostly as Ai questions, not necessarily queries.

Adina [0:27:01]: We told that we actually built a more comprehensive library of potential prompts that people might be asking.

Adina [0:27:09]: And then we analyze the data.

Adina [0:27:10]: What we wanna see is which prompts don't mention us.

Adina [0:27:14]: And when they mention us, do they mention us and talk about us the way we want them to talk.

Adina [0:27:20]: I'm referring to Labs here.

Adina [0:27:22]: And all of these insights give us the context into which pages we wanna refresh and which pages we actually miss and L are using our competitors.

Adina [0:27:31]: So it's a more targeted approach where instead of doing one hundred and fifty articles.

Adina [0:27:36]: We wanna do granular ten, twenty pages and do them properly.

Adina [0:27:41]: So I'm gonna show you an example of, like, where we...

Adina [0:27:44]: Where I started.

Adina [0:27:45]: This is a come compare page where we're literally comparing ourselves to Gong.

Adina [0:27:50]: Gong is our top competitor.

Adina [0:27:51]: If you look here, you will see very surface level, feature leads, no depth, no sources.

Adina [0:27:57]: Everybody's has been doing this, hey, we're great gong not or my competitor is really bad at what they're doing.

Adina [0:28:04]: And the reality is that L won't trust this page.

Adina [0:28:08]: Because neither of humans will do and L have one job.

Adina [0:28:11]: Like, they...

Adina [0:28:12]: They are there on the user side.

Adina [0:28:14]: They wanna give the best recommendation for them because they want the user to come back and keep using them, obviously.

Adina [0:28:20]: So what we did is we revealed pages like this from scratch using the intelligence led process, and this is sort of, like the output that we're getting to.

Adina [0:28:30]: So you're seeing this, I intentionally put small bits and pieces here because I wanted you to look at this not as the whole page, but at bits of information, sections that L actually see and extract and where they can actually get good information, quality information in that comparison.

Adina [0:28:48]: Non biased comparison.

Adina [0:28:50]: We actually have sections where, like, where on competitor wins because let's honest, they do win in some cases.

Adina [0:28:56]: So this is the outlook outcome that we wanna get during.

Adina [0:29:00]: It has a ton of specific blocks But it's also built with the human in the back of your mind because we're not just building for machines.

Adina [0:29:10]: We want the humans to have really that information.

Adina [0:29:14]: Right?

Adina [0:29:14]: Everybody hates when somebody tells, oh, you should try that tool, you get on a trial and you realize they don't do what I need them to do.

Adina [0:29:22]: So that's a waste of time, and the waste of resources for us as a brand if somebody wants and spends our time and and up not buying.

Adina [0:29:31]: So this is an overview of my whole process.

Adina [0:29:34]: And is instead walking through this, I'm just gonna take you to what we have in air because everybody wanted workflows on the technical side.

Adina [0:29:42]: So let me just see if this is gonna change just screen for you or if I have to share this again.

Adina [0:29:51]: Okay.

Adina [0:29:52]: It seems to be working.

Adina [0:29:52]: So I'm gonna start from the back, pillar five.

Adina [0:29:56]: This is the infrastructure, so everything we have in Air.

Adina [0:29:59]: I'm not saying you have to use Air, I just find it a really good tool to structure all my information and all my knowledge.

Adina [0:30:07]: So this has knowledge bases where we have a ton of data and then brand.

Adina [0:30:11]: This is something that we build ourselves.

Adina [0:30:13]: I just want you to look at the level of detail that we have in here because this is sort of what you need to avoid what that slot.

Adina [0:30:23]: So the most important part in here, apart from the product lines.

Adina [0:30:28]: So this is everything about our tool, is the content types because in here, so for the compare pages, I'm using something that has the template.

Adina [0:30:37]: It's basically I'm...

Adina [0:30:39]: Basically telling the learn what I want from this page.

Adina [0:30:42]: And then I'm giving you a sample, which is added at the end because I can't edit it here.

Adina [0:30:48]: This is probably a, a, feature request for eon laser.

Adina [0:30:52]: Okay.

Adina [0:30:53]: Once I have this done, I have...

Adina [0:30:56]: A very comprehensive competitor analysis.

Adina [0:30:58]: Because when you're doing competitor pages big blog, compare pages, you do need to understand your competitors.

Adina [0:31:05]: It's not just surface level stuff.

Adina [0:31:07]: So in here, I'm actually extracting data from their side map from Cup in some cases where they had g two manual reviews.

Adina [0:31:19]: So this is manual inputs that we have and product documentation.

Adina [0:31:22]: So all of that goes inside.

Adina [0:31:25]: Something that really looks through all of the data.

Adina [0:31:30]: I'm not gonna go through every step here because this sometimes there's a not a point, but it it's extracting everything, and it uses to analyze and compact things.

Adina [0:31:41]: One thing that really worked for us is, yeah.

Adina [0:31:46]: Analyze and summarize is doing stuff at a granular level and using a ton of, which I don't have here, of course.

Adina [0:31:53]: When you wanna show something it's not there.

Dan [0:31:56]: You know, what and so when you started, obviously, you had the Gong versus We page.

Dan [0:32:00]: That's simple four state.

Dan [0:32:01]: And that was...

Dan [0:32:02]: Was that one static page?

Dan [0:32:04]: And then in the new state where you're, obviously injecting this new level of intel and insight, and you're building it with The m's in mind.

Dan [0:32:11]: Is there multiple variations of this page or is it just one static page though?

Adina [0:32:16]: It's still one static page is just more contextual and has more containers more more more elements need with more sections.

Dan [0:32:24]: Sure.

Dan [0:32:24]: So...

Dan [0:32:24]: And how often is being updated.

Dan [0:32:25]: Like, it is it constantly being updated?

Adina [0:32:28]: That's a really good question.

Adina [0:32:29]: That's the granularity that we can do with this type of workflows because yeah if I work competitor analysis, like, every month is gonna affect.

Adina [0:32:36]: New by data so my competitor updates their website to the help.

Adina [0:32:41]: Enter if there's new new g two reviews and everything, I'm gonna get fresh data.

Adina [0:32:45]: So my end battle card here, we don't need to see this.

Adina [0:32:50]: You need to see the I output that my end battle card is gonna be even more comprehensive and with more accurate data right?

Adina [0:32:58]: Up to date.

Adina [0:32:58]: So then I take all of this, and here is my grade for the pages that I wanna do, create or refresh I put in some info here.

Adina [0:33:08]: And when I build this one is actually taking that pillar approach that I was showing you first.

Adina [0:33:16]: So if we go back to this, what my workflow is doing is actually pulling the M truth.

Adina [0:33:21]: Yep.

Adina [0:33:22]: Oh, it's fetching everything that we have from prompt data.

Adina [0:33:27]: So everything that Are saying right now.

Adina [0:33:30]: For specific prompts that we want target.

Adina [0:33:32]: Because we know Brainer that that's where we didn't get the mansion or our pages was weren't used.

Adina [0:33:38]: It's also doing fresh live prompting with specific prompts to collect a different angle because we know All will answer something differently.

Adina [0:33:48]: Every time you ask them.

Adina [0:33:50]: So we're fetching that information.

Adina [0:33:52]: This is scraping all of the competitors that we identified from the Air data.

Adina [0:33:57]: It's building the competitor tool.

Adina [0:34:00]: So I wanna understand why those pages that beat us, like, what do they have?

Adina [0:34:06]: What's the truth to there?

Adina [0:34:07]: Promoting out there, fetching air data, understanding so consolidating all of the L truth, Then we...

Adina [0:34:15]: I'm searching my knowledge base, my product, my self transcript.

Adina [0:34:18]: I'm extracting tools.

Adina [0:34:21]: I'm looking at the competitors from there.

Adina [0:34:23]: So it's a tone of steps by step, this is what I said.

Adina [0:34:25]: Regular and assembled.

Adina [0:34:27]: Because I want to get, the L airline truth, the competitor through and then my throat.

Adina [0:34:32]: And then I wanna look at it and see, okay, Where are the gaps?

Adina [0:34:36]: Where where are L steering it wrong, what do I need to influence where I need to actually put more pressure and add more context, what is wrong out there, and that gives me, when it's a refresh, I'm also analyzing the existing page, and I'm extracting the facts that still need to be there because I don't wanna Yeah.

Adina [0:34:55]: Read regroup page from scratch every time and have a completely different thing.

Adina [0:34:58]: So if I had some facts in there, I want to keep them, but I'm also gonna validate if something hasn't changed my products, and those need to be updated.

Adina [0:35:06]: And then I take and map all my research to the content brief.

Adina [0:35:10]: This is an important section because as I said, we're taking the granular approach.

Adina [0:35:14]: So when I'm mapping, I'm actually getting good Json, which is literally splitting all of my content into headings and calls them sections, and then maps all of my intelligence, hey, this type of intelligence goes really well in this section.

Adina [0:35:30]: So it's tries to structure everything where it fits best And then when I'm writing it, I'm also taking the same approach.

Adina [0:35:38]: I'm writing it one step at a time.

Adina [0:35:40]: Because I'm not trying it to...

Adina [0:35:42]: I I'll give it the full context, This is the page of trying to create, but I want you to focus on this tiny beat and make it the best.

Adina [0:35:48]: And at the end, I also re added everything because I noticed that when I do that, it always becomes better.

Adina [0:35:56]: And then I have the content comparison just so I can see the differences in there.

Dan [0:36:02]: This is, like, four hundred, five hundred level depth content engineering.

Dan [0:36:05]: So everybody...

Dan [0:36:06]: Like, this y'all all...

Dan [0:36:06]: It med midnight Connor and Adina have a level of depth here.

Dan [0:36:10]: Yeah.

Dan [0:36:10]: Exactly.

Dan [0:36:11]: This is an insane level of, like, thinking And, like...

Dan [0:36:13]: And I mean, of course, you in a very...

Dan [0:36:15]: Complimentary and same level like you all are at the very bleeding edge, and that's why Eoin wanted to have both of you here who explain some of the cool stuff you're new.

Dan [0:36:24]: Alright.

Dan [0:36:24]: Let's take a pause.

Dan [0:36:25]: We're showing workflows on a.

Dan [0:36:27]: We're code show code to markers, by the way, ever goes, if ding win it there's code, I can look at someone's good but the, what is that movies are from?

Dan [0:36:35]: I didn't know the hangover.

Dan [0:36:37]: That is mango.

Dan [0:36:38]: Okay.

Dan [0:36:38]: Yes.

Dan [0:36:38]: When he goes to the poker tables and you wins the money back.

Dan [0:36:40]: Yes.

Dan [0:36:41]: Alright.

Dan [0:36:41]: Let's take your time out.

Dan [0:36:42]: Okay.

Dan [0:36:43]: Dean and Connor have clearly shown all of you that are here that they have next level thinking about content engineering about building content and the age of Ai but how to not create a bunch of swap, Like, clearly with both of these examples using real sources, real data, That's amazing.

Dan [0:36:57]: I wanna answer some questions.

Dan [0:36:58]: I did a one quick easy question for the answer, what Cms are you using to publish?

Adina [0:37:04]: We're using Web flow.

Dan [0:37:06]: Flow.

Dan [0:37:06]: Weflow use flow.

Dan [0:37:07]: That's an easy one to remember.

Dan [0:37:08]: No one's gonna forget that.

Dan [0:37:09]: Okay.

Dan [0:37:09]: Great.

Dan [0:37:09]: Let's go to the questions.

Dan [0:37:11]: I think there was a question earlier about the brand kit.

Dan [0:37:13]: So just like, building the initial intel there about the brand.

Dan [0:37:17]: We just did this for instance at Exit Five.

Dan [0:37:20]: We're using Claude.

Dan [0:37:21]: We built out, like, a style guide, and we had, you know, dave went through Road bunch of different things you kinda started there, and now we're running all our emails off of that project.

Dan [0:37:28]: Like, you know, where did you get started and what are the most important elements to include in a brand kit.

Adina [0:37:33]: So, yeah, that's why I actually wanted to start with step five because I start with the brand and we the knowledge base.

Adina [0:37:38]: A bunch So I tried to collect what pieces of intelligence do I have?

Adina [0:37:42]: And I tried to dump everywhere, like, dumping a knowledge base and then say, okay, how can I leverage this to build all my brand foundations?

Adina [0:37:51]: To structured the data in there in a way that All can read and understand because I know my brand kit is gonna be used by L.

Adina [0:37:58]: So it needs to be structured properly.

Adina [0:38:00]: I use markdown that's a common practice everybody does that L are really good at understanding that.

Adina [0:38:07]: And I'm trying to be again, granular.

Adina [0:38:09]: I think I said this words ten times fine in the past ten minutes right now.

Adina [0:38:14]: But that's what I really do.

Adina [0:38:15]: Like, we don't want...

Adina [0:38:16]: This is a paragraph this looks good on a billboard.

Adina [0:38:19]: You want that.

Adina [0:38:20]: So to get all the information, like, Unlucky, at least that Weflow, we have a ton sales transcripts actually in Weflow because that's a conversation intelligence tool built for sales teams.

Adina [0:38:32]: So I can actually...

Adina [0:38:33]: Self select manually select the conversations that I think are relevant and that have a ton of, product context because we're also talking to a very technical audience.

Adina [0:38:45]: So I do need those technical details in there.

Adina [0:38:48]: I can just put search level stuff.

Adina [0:38:50]: So I need to say, hey, does Weflow send that maps this object to Salesforce, How do you technically set it up?

Adina [0:38:57]: How do...

Adina [0:38:57]: I don't know that thing.

Adina [0:38:58]: But I can extract that information from sales calls where technical people actually explain it to ag tactical people?

Adina [0:39:05]: My job is to just fetch it and format it in a way that L can also understand it.

Adina [0:39:11]: So that's what I...

Adina [0:39:12]: That's what I do.

Adina [0:39:13]: That's my job.

Adina [0:39:13]: And that's how you have to think about the brand.

Adina [0:39:16]: Don't just throw something in Here's my product.

Adina [0:39:19]: So for example, in hours, we have something product lines.

Adina [0:39:23]: Full pro platform, this specific feature or that specific feature, And everything is very detailed again.

Adina [0:39:30]: And also comparing to how does it...

Adina [0:39:33]: This is the pricing for that, how does security does not do key differentiator competitors differentiator.

Adina [0:39:41]: Oh, this is coming from our sales calls.

Adina [0:39:43]: So nothing has been written by hand.

Adina [0:39:45]: Yes.

Adina [0:39:46]: We do validate the data because we wanna make sure that it is accurate, but we are pulling from new sales transcript.

Adina [0:39:55]: We have a full master deck that we use in all of ourselves, which is constantly being updated.

Adina [0:40:00]: So.

Adina [0:40:01]: The level of mistakes for us is quite quite small.

Adina [0:40:05]: We do give this, hey, only extract from here, and again, the granularity.

Adina [0:40:10]: I'm processing sales calls.

Adina [0:40:12]: I'm getting...

Adina [0:40:13]: I'm formatting information.

Adina [0:40:15]: I'm processing something else formatting information.

Adina [0:40:17]: Then I'm putting it all together.

Adina [0:40:18]: So it's steps to get the best details.

Dan [0:40:23]: Alright.

Dan [0:40:23]: Let's kick it over to Eoin.

Dan [0:40:24]: Eoin was gonna share some research.

Dan [0:40:26]: So Eoin, obviously, sits at the front.

Dan [0:40:28]: Of all of this working at AirOps working with customers like Connor and Adina, going out and talking to people learning.

Dan [0:40:35]: He had some research about this.

Dan [0:40:36]: I think he can kinda out bring it home We've seen two really great examples of going on a a level of depth with the unique source in using humans like Connor is it his team to to create better content?

Dan [0:40:47]: Oh, And what can you add to this conversation.

Dan [0:40:49]: Now?

Dan [0:40:49]: What do what have you been learning What you wanna share with our our audience here?

Dan [0:40:52]: Nope, I think you're muted?

Eoin [0:40:55]: U.

Eoin [0:40:55]: That'd be better.

Eoin [0:40:55]: I I a ton of.

Eoin [0:40:56]: There's, like, overlay what Dean and Connor went through there.

Eoin [0:41:00]: I already loved to how Dean phrase it.

Eoin [0:41:02]: Us there's, like, the L truth.

Eoin [0:41:03]: There's competitor truth, and then there's, like, your truth.

Eoin [0:41:06]: And I think irrespective of, like, what tool you're using.

Eoin [0:41:09]: There's a lot of context which has been key to hitting on the quality aspect, which is what this conversation is about.

Eoin [0:41:16]: So what they mentioned there was public information that's scrape sales calls, so much matter our experts, performance data, like, don't forget to add the quantitative name as well as the qualitative, and then Fort, briefly touched on as, like, example outputs.

Eoin [0:41:32]: Like, you mentioned as well done, like, what Dave did internally with your claude c project.

Eoin [0:41:36]: Like, give it what best in class looks like.

Eoin [0:41:39]: And it...

Eoin [0:41:40]: It's not go to Chat G and like, write me a blog on this.

Eoin [0:41:43]: And here's, like, a paragraph.

Eoin [0:41:44]: It's like, lots or repetition and a lots of context that you keep kind of compounding value over time.

Eoin [0:41:51]: So it'll just be my, like, overlay what the the two demos went through.

Eoin [0:41:54]: So what do you need to know about, like, performance content?

Eoin [0:41:59]: Because quality Yes is important, but you want quality plus performance.

Eoin [0:42:03]: There's, like, a hundred that's of research we've done.

Eoin [0:42:07]: So I'm not gonna ring you through a hundred.

Eoin [0:42:09]: I'm gonna ring you through about three or four, but just taking one step back of how you can take action on content, In in my head this kind of four buckets, You can create content, which is largely you fought.

Eoin [0:42:21]: We'll say, like, Connor was trying to do there.

Eoin [0:42:23]: I think both of them then also touched on refreshing existing content.

Eoin [0:42:27]: And that...

Eoin [0:42:28]: That's like a big place.

Eoin [0:42:29]: You can start if you want a good win this week.

Eoin [0:42:31]: You don't need to go from zero to one, add some quotes into existing content that you have.

Eoin [0:42:36]: And then just don't forget about off site, and I'll get into some research in a second, but your presence third party content is incredibly important.

Eoin [0:42:46]: And then just, like, connor out the example of, like, a reddit, and or subreddit appearing above one of their pages.

Eoin [0:42:52]: That is, like, a competitor you now have in search and shot Gp.

Eoin [0:42:56]: You wanna just make sure that your brand is mentioned in those conversations.

Eoin [0:43:00]: Here's some of the data.

Eoin [0:43:02]: And again, we were deep in code.

Eoin [0:43:04]: This is deep in metrics just taking one step back, You take away from the left hand side is, so the bar for getting cited, the bar for appearing in Ai search is much higher than actually just getting listed in your ten blue links.

Eoin [0:43:18]: Big things take away structure matters.

Eoin [0:43:21]: So, like, single hate one, list sections, heading line, rich sc.

Eoin [0:43:26]: If you're in Seo, if you're in contact.

Eoin [0:43:28]: None of this is revolutionary.

Eoin [0:43:29]: I think just the takeaway is the buyer gets higher, like you need that really good structure, which Dean had under the hood and her example.

Eoin [0:43:38]: And then we spoke earlier about velocity.

Eoin [0:43:40]: Content refreshed quarterly gets three times the number of citations.

Eoin [0:43:45]: And, again, leaning back into the the quality aspect, if Connor can go back and hit up the subject matter experts once a month or once a quarter and be like, hey, what's the latest on this?

Eoin [0:43:56]: He's continually pushing ahead of the L and, like, that's where you want to.

Eoin [0:44:02]: But that's where you wanna be to make sure that your brian keeps coming up.

Eoin [0:44:04]: Don't forget about off sites.

Eoin [0:44:07]: So eighty five percent of brand mentions in Ai search come from third party content.

Eoin [0:44:12]: That is content that you're not directly in control of.

Eoin [0:44:15]: That's like, very important to states.

Eoin [0:44:17]: So the quality of your content will help you organically get picked up by other websites and sure you can do, like, outreach, you can do backlinks, like, those tactics are incredibly important.

Eoin [0:44:29]: But just be aware that you creating quality content is extremely valuable.

Eoin [0:44:34]: We also need to make sure that's well distributed off of your website as well.

Eoin [0:44:38]: This is the thing that we're all kinda like walking around right now, which is information game content.

Eoin [0:44:44]: This is like what you want to focus on.

Eoin [0:44:46]: And if you want validation.

Eoin [0:44:48]: Oh, my slide got skipped.

Eoin [0:44:50]: I'll come back to, but this is a big thing that ant traffic and open Ai or communicating to people.

Eoin [0:44:56]: So Connor mentioned Ee is like Google's rules for making sure it's valuable content.

Eoin [0:45:01]: Open an ai and on philanthropic are literally communicating the same thing these days in that you need to add to the conversation is basically they're they're framing of it.

Eoin [0:45:11]: And yesterday, as we said, being able to scrape what was above you who were direct competitors, repurpose their content in some way shape or form.

Eoin [0:45:20]: That was the tactic?

Eoin [0:45:22]: That was the playbook we all use.

Eoin [0:45:23]: Now it's...

Eoin [0:45:24]: Can you find frontier knowledge?

Eoin [0:45:26]: From your internal experts and put that into your content to, actually get results.

Eoin [0:45:33]: Oh, there we go.

Eoin [0:45:34]: Open Ai.

Eoin [0:45:35]: They will do it based on highly targeted quality content.

Eoin [0:45:37]: This is the most important thing that marketers can

Dan [0:45:41]: invest in.

Eoin [0:45:41]: So there's your takeaway from the the Google of our times.

Eoin [0:45:44]: Frontier your knowledge, again, just putting, like, a name on it.

Eoin [0:45:49]: It's information that an L doesn't know or cannot yet, answer or it doesn't have that they can answer a user's question.

Eoin [0:45:59]: And think about it, we'll get into some examples later, but ramp have tons of product level data from credit card transactions.

Eoin [0:46:06]: They're now able to surface that on their pages.

Eoin [0:46:09]: And then docs just makes everything they do far richer for humans and agents than what an L or their competitors are currently putting out.

Eoin [0:46:18]: And this, I will admit was, like, vibe coded as a graphic by me today, so we're using it.

Eoin [0:46:24]: We're doing it live, but this is research we're conducting at the moment and to give you context this is showing what attributes matter in the content you publish again, between Google and Ai search.

Eoin [0:46:37]: So in this lighter greens for the upper bar, this is kind of the standard to appear in Chat Gp.

Eoin [0:46:43]: The lower bar is to appear in Google.

Eoin [0:46:46]: The big things you need to take away is like more data points, more quotes, more internal lengths, that is going to increase your likelihood of getting into the Ai search conversation.

Eoin [0:46:58]: And we actually did this test about twelve months ago, that it was negligible difference between them.

Eoin [0:47:04]: So now we can see when you've people like Connor and Athena, pushing the boat out on getting their expertise into content, that is making a big difference.

Eoin [0:47:13]: And then they're the ones pulling ahead.

Eoin [0:47:15]: So the gap is definitely growing here, but it's your opportunity to kinda get on the boat and get ahead as well.

Eoin [0:47:20]: I think just to, just like LegalZoom and Weflow.

Eoin [0:47:24]: Third a good example of betting on this, and, Vale malaria is, like, the content engineer over there.

Eoin [0:47:31]: She started basically producing very similar workflows, But this time last year, q one of twenty twenty five, and you can see that their percentage of high intent leads via Ai search referrals just like, went off the charts.

Eoin [0:47:45]: And I don't have q four numbers, but essentially, it's, like about thirteen, fourteen percent as well right now.

Eoin [0:47:51]: So just investment in this we'll bring through quality leads.

Eoin [0:47:54]: Again, like, we all use touch Gp and Claude, we're doing lots of research, and we probably go to two websites rather than five for our purchase decision.

Eoin [0:48:04]: So one of the biggest things I guess every week because the question is like, hey.

Eoin [0:48:08]: You talk about all this data.

Eoin [0:48:10]: I have none of this data.

Eoin [0:48:12]: Well, you...

Eoin [0:48:13]: You're not in business as a company without, like, some unique edge.

Eoin [0:48:16]: So it, like, Connor example of going to subject matter experts.

Eoin [0:48:20]: You may have those as employees.

Eoin [0:48:22]: They could be your software engineers.

Eoin [0:48:24]: They could be other marketers.

Eoin [0:48:24]: So I think, like, like, Weflow, character rely on their gong calls or sales intelligence.

Eoin [0:48:30]: Maybe you just have stuff that is sales enable it for the sales team.

Eoin [0:48:34]: So use their bottle cards.

Eoin [0:48:35]: And then if you're ramp or Kayak upwork, You have lots of product level data, you may need an engineer to help you know where it lives, but see if they can give you a Csv.

Eoin [0:48:45]: See if they I can give you something that's like, very tangible.

Eoin [0:48:47]: You can add in into cloud or clogged code and start to get insights, but you definitely have internal data that you can use that we might take away.

Eoin [0:48:56]: And then I am big for experimentation, like, what can I do this week to get going?

Eoin [0:49:01]: So independent of any tools taking a big step back from Eros or whatever else you might have access to.

Eoin [0:49:08]: And this is what I wanna leave people with?

Eoin [0:49:10]: And if you want a full guide of literally what I spent like, for Sunday doing on this topic to validate it, you can scan like your code, it'll ring it to the same page I mentioned earlier, but you can go to Google search console.

Eoin [0:49:24]: You could go and drag your cursor over a Slack channel.

Eoin [0:49:29]: You could connect a bunch of Mc p's into Claude for ChatGPT.

Eoin [0:49:33]: What I offered here was, like, pull your sales calls.

Eoin [0:49:38]: So go to Gong.

Eoin [0:49:39]: Again, maybe you copy paste.

Eoin [0:49:40]: Maybe you can do it a level higher than that, but pull real questions, add them into your s Gp, get it to clustered into teams like, what what are people asking about what are the terms they're using?

Eoin [0:49:52]: And then from there, you can do it manually or again, ask it to scrape your web page, figure out where can you start to insert those quotes and data points onto the pages that you have today.

Eoin [0:50:04]: That's like one of the most high value things you can go do.

Eoin [0:50:07]: And is, like, the the shortcut to validating a lot of what you saw today.

Eoin [0:50:12]: So I wanted to continue the team of stop the slap.

Eoin [0:50:16]: And we actually...

Eoin [0:50:18]: I brought up here.

Eoin [0:50:18]: We wanna see your name up and, like, to.

Eoin [0:50:20]: We were privileged in Toronto, pretty cool bronze campaign recently where Connor of our featured people on, like, bush shelter.

Eoin [0:50:26]: So we're investing in making sure people win on, like, get seen in Ai search.

Eoin [0:50:31]: So all of these resources are free, they're non restrictive AirOps you can bring to any tool you want.

Eoin [0:50:37]: So we just wanna have people who win in this industry.

Eoin [0:50:40]: So if you scan like your code or you just email, growth at air.com, I'll personally follow up with you.

Eoin [0:50:47]: What you'll get is, a full guide to what I just mentioned there on what you can do this week.

Eoin [0:50:52]: People mentioned cohort in the chat.

Eoin [0:50:54]: We kinda do two week live sessions for you dive deeper into recreating some of what a D connor showed.

Eoin [0:51:00]: Josh Grant to someone, I really, appreciate in the industry producing really good content.

Eoin [0:51:05]: I'll give you a link to his recent subs article.

Eoin [0:51:08]: And then also, if anyone wants a demo of air.

Eoin [0:51:11]: Sure, happy to walk you through or give you some more access than what's on our current free tier.

Eoin [0:51:17]: But it's Kinda QR code, email us, happy to connect, but we're here for lots of resources.

Dan [0:51:22]: Awesome.

Dan [0:51:22]: And then, Connor and Adina, we're gonna drop your Linkedin.

Dan [0:51:25]: I didn't ask you guys in this in advance.

Dan [0:51:27]: We're gonna do Nice gives you follow, Adrian.

Dan [0:51:29]: We're gonna drop your Linkedin links profiles into your chat right now, and you can connect with Adina or Connor within the next forty eight hours.

Dan [0:51:39]: If you have a very specific logical follow question for Connor.

Dan [0:51:42]: You know, they can't answer questions forever, but certainly the next forty eight hours.

Dan [0:51:46]: Is that fair Conor?

Dan [0:51:47]: They can ping you on Linkedin and ask you a follow question until what they showed you what you showed today?

Dan [0:51:51]: Yeah.

Dan [0:51:52]: Give me

Connor [0:51:52]: a little grace on timing, but I'm a nerd about this stuff, so I love to go down rabbit.

Connor [0:51:56]: I know.

Dan [0:51:57]: Okay.

Dan [0:51:57]: No time limit for Connor.

Dan [0:51:58]: He's available forever paying him middle time.

Dan [0:52:01]: No.

Dan [0:52:03]: I just wanna to respect for your time.

Dan [0:52:04]: We really appreciate you finding it going the details.

Dan [0:52:06]: And thank you for, like, showing behind the scenes like what's actually happening and and everything.

Dan [0:52:10]: And, Eoin, Thank you for sharing that guide.

Dan [0:52:13]: I read through the notion page last night the step by I step.

Dan [0:52:16]: It really is literally go to this, then this and this.

Dan [0:52:18]: It's a lot of the...

Dan [0:52:19]: You know, what...

Dan [0:52:20]: It's a one zero one version of what Connor and Adina showed.

Dan [0:52:23]: Right?

Dan [0:52:24]: Which is create a unique perspective, where you're gonna find that, whether it be gong, Weflow other sales tools where you're reporting and building out high quality content.

Dan [0:52:31]: So please check that out that was a really useful guide.

Dan [0:52:34]: Alright.

Dan [0:52:34]: We're gonna poll right now.

Dan [0:52:36]: How would you rate today's session five being very valuable.

Dan [0:52:38]: One being...

Dan [0:52:40]: I like to say five being the best sixty minutes your week or just, like, a fairly good sixty minutes of your week, and then one being complete waste of time.

Dan [0:52:46]: Give us a rating if you could, That helps us with just with feedback and understanding.

Dan [0:52:50]: Feel free to shout too.

Dan [0:52:51]: If you if you have any quick feedback here about today's session.

Dan [0:52:54]: We wanted to get as tactical and a specific.

Dan [0:52:56]: That's why we brought Connor and Adina in to show you the real stuff behind the scenes.

Dan [0:53:01]: I don't know if people are still filling up the poll, but thank you for for submitting those.

Dan [0:53:05]: Sorry You missed a lot in the session.

Dan [0:53:07]: Stephanie love the tactical.

Dan [0:53:08]: Eyes well and truly open.

Dan [0:53:10]: Thank you from Heather.

Dan [0:53:11]: Good day information.

Dan [0:53:13]: I can't wait to share a re rewatch.

Dan [0:53:14]: I think Lisa said she's sharing this with her boss right after she wanted recording.

Dan [0:53:17]: So that's a good sign.

Dan [0:53:18]: Lots of thank you here from our everybody.

Dan [0:53:20]: So alright.

Dan [0:53:20]: Thank you everyone once the time today.

Dan [0:53:21]: I wanna take any anymore.

Dan [0:53:22]: Enjoy your three minutes back.

Dan [0:53:24]: Connor, Adina, Eoin.

Dan [0:53:25]: Thank you so much for for spending time with us today.

Eoin [0:53:28]: Thank you all.

Eoin [0:53:28]: We'll see you later then.

Eoin [0:53:29]: Alright.

Eoin [0:53:30]: Bye everybody.

Dave [0:53:35]: Hey.

Dave [0:53:35]: Thanks for listening to this podcast.

Dave [0:53:36]: If you like this episode.

Dave [0:53:38]: You know what?

Dave [0:53:38]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.

Dave [0:53:43]: I have something better for you.

Dave [0:53:44]: So We've built the number one private community for B2B marketers at Exit Five, and you can go and check that out instead of leaving a rating a review, go check it out right now on our website exitfive.com.

Dave [0:53:55]: Our mission at Exit Five is to help you grow your career in B2B marketing, and there's no better place to do that than with us at Exit Five.

Dave [0:54:03]: There's nearly five thousand members now in our community, People are in there posting every day asking questions about things like marketing planning, ideas in proliferation, asking questions and getting feedback from your peers, building your own network of marketers who are doing the same thing you are so you can have a peer group, or maybe just venting about your boss when you need to get in there and get something off your chest.

Dave [0:54:24]: It's a hundred percent free to join for seven days so you can go and check it out risk free, and then there's a small annual fee to pay if you wanna become a member for the year.

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