Brand proof pages

As a business, you can't just be marketing to humans anymore. You need to be marketing to humans and AI.

I'll explain what I mean and then talk about how you can take advantage of this change. Until recently, marketing was about getting attention on your brand through ads or SEO, and then once you have that attention, convincing a human to become a customer.

However, with AI, people aren't just getting options, they're getting recommendations. And even if they aren't discovering your brand through AI, it's very likely they're going to AI to ask about your brand.

So you no longer just need to convince humans with your marketing. You need to convince AI to recommend your brand.

So let's talk about how this changes things. Marketing for humans is largely driven by emotions.

You create imagery that invoke specific emotions, you design your website to invoke specific emotions, and you write marketing copy to invoke those same emotions in your prospective customers. And all of this is still valuable cause humans are still going to be looking at your website...

s your product so great. And here's the thing: as long as you're making empirical claims, as long as you're sharing facts that in theory could be disproven, modern AI is typically just gonna take you at your word.

It'll happily repeat back any facts you share about your own brand and use them as evidence that you're a good fit for the user. Where they won't take you at your word is when you're sharing positive sentiment about your brand.

So you saying our customers love us or we have the highest quality products or our team truly cares about your success, none of that is going to influence AI's response. The only positive sentiment that AI trusts is third party reviews or endorsements.

Figure out which review sites AI is citing in your industry. Typically there's only one to three that really matter, and do whatever you can to get as many reviews for your brand there as possible.

You should also put a reviews page on your website where the title is your brand, your primary keyword, and the word reviews. If you have any notable awards, you should also have an awards page...

The internet is moving away from search engines and towards discovery engines. So I want to talk about what I mean by that and what this means for any brand or business who's looking to get found online.

So this is a trend that's been going on for about a decade now, but it's starting to accelerate recently. It really started back with social media as well as video platforms like YouTube.

It used to be that you went to YouTube and you searched for what you wanted to watch. Now you open YouTube and you discover what you're gonna watch.

And of course, all the platforms work this way, but even Google and large language models are starting to move in this direction. Google's been making a big push for Google Discover and Chat.

G b t recently introduced pulse. Both of these products surface content that you might find in a traditional search engine.

However, it's often showing people things that they would never think to search for but are nonetheless interested in...

been to create content focused on the things that people are actually searching for. And that will continue to be a good strategy.

However, the shift towards discovery engines opens up entirely new areas of opportunity for content. I think these opportunities could be split into two categories.

The first one is information specifically about your business or brand. You wanna make sure it's easy for people to find the answers to any questions they might have about you.

This is typically gonna be done on your website. Instead of just having a few bullet points on why people should choose you, you should go in depth with FAQ pages and about pages, case studies, client success stories, testimonials.

You want to arm the algorithm with all the content they could possibly want when selling you to a prospective customer. In the second category is content that addresses what your customers didn't know.

They didn't know. This is typically going to be best done on social media sites.

I highly recommend doing it through video...