This episode features an interview with Alex Halliday, the CEO at AirOps, an end-to-end content engineering platform that gives marketing teams the systems they need to win visibility across AI search and SEO with quality content. Alex gives the marketing masterclass on AI search, laying out the framework for what marketers need to be doing.

Key Takeaways:

Understand your current State of the Union: Audit how you are currently showing up across the AI models and what is driving those results.
Pick a strategy based on what truly matters to you as a brand and ruthlessly prioritize.
Execute through content engineering, a combination of brand taste, technical skills and strategy.

Quote:

The future of, we think, content and AI search is this new role that we're pushing and championing. It's called content engineering. And content engineering is a blend of three things. It's brand taste, which you absolutely need. It's enough technical skills to use this technology well. It's strategy. It's like really a really good strategic mind of the kinds of plays that you want to put out into the world.”

Episode Timestamps:

*(04:26) The Trust Tree: Education- and Evidence-led go-to-market

*(10:19) The Influence of YouTube on AI Search Results

*(18:10) The Masterclass on AI Search: Step-by-step

*(25:35) What do LLMs actually like?

*(40:04) How should marketers be investing in content?

Sponsor:

Pipeline Visionaries is brought to you by Qualified.com. Qualified helps you turn your website into a pipeline generation machine with PipelineAI. Engage and convert your most valuable website visitors with live chat, chatbots, meeting scheduling, intent data, and Piper, your AI SDR. Visit Qualified.com to learn more.

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How To Win in AI Search