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Rory Hope
Head of EMEA Growth at HubSpot, specialising in content-led growth and AI-driven search strategies; guest on this episode to explain Answer Engine Optimization (AEO) and practical tactics for optimising content for AI engines.
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Oct 8, 2025
• 59min
How to Optimise Your Content for AI Rankings
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Rory Hope, Head of EMEA Growth at HubSpot, and Laura Lane, Head of Marketing Northern Europe at HubSpot, dive into the evolving marketing landscape influenced by AI. They discuss Answer Engine Optimization (AEO) and its role in adapting content strategies to prioritize AI-generated responses over traditional search rankings. Laura introduces the 'Loop' playbook for integrating human insights with AI, while Rory shares practical tactics for hyper-personalization and optimizing content for AI visibility. Together, they highlight the changing buyer journey and the need for marketers to engage with AI-driven insights.
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