S2 Ep 58: How to Think Like AI

Content Without Context? You’re Invisible.

Why Your Business Is Invisible Online – Season 2, Episode 1

🔍 Key Themes & Insights

• Content ≠ Just Showing Up: Too many businesses still treat content as a checkbox—something to “get done.” But in today’s AI-powered search landscape, that approach makes you invisible.
• The Rise of AI Discovery: Traditional SEO rules have changed. If your content isn’t timely, specific, and structured for context, AI won’t surface it—period.
• Why Context Is the New Competitive Advantage: Content without intent, audience relevance, and situational awareness won’t cut through the noise—or the algorithm.
• How to Think Like AI: It wants answers, not fluff. The clearer and more structured your content is (especially around FAQs and top-line value), the more likely it gets picked up and served.
• Content Audits Are Non-Negotiable: From broken links to outdated offers and expired advice, old content can actively harm your brand and suppress discovery.

 

🎯 Strategy Breakdowns

• Relevance, Intent, Timing: The three pillars of contextual content. Understand what your audience is searching for, why they’re searching, and when.
• Quality > Quantity (Still): More posts don’t mean more visibility. Stale, unfocused, or misaligned content gets ignored—by both humans and machines.
• Answer-First Structures Win: Blogs that mimic FAQs or lead with direct answers perform better in AI summaries and featured snippets.
• Internal Data = Differentiation: Use your own customer insights, surveys, or even reviews to create context no one else can replicate.
• Evergreen ≠ Untouchable: Even your best posts need revisiting. “Technically live” content can be “contextually obsolete.”

 

💬 Memorable Quotes

“You wouldn’t keep expired milk in your fridge—don’t keep expired advice on your website either.” – Kelly

“Your content might be technically live… but if it’s contextually dead, it’s invisible.” – John

“If you're not updating your content, AI puts you on the bench. You're done.” – Jim

“Lead with value. Nobody is scrolling to paragraph ten anymore.” – Kelly

👥 Guest Mentions

• Jim Falotico: Breaking down why outdated or untargeted content gets skipped by AI and customers alike.
• Kelly Biggs: Championing the shift from “get it done” content to strategy-driven, answer-ready assets that connect and convert.
• John Maniatis: Anchoring the conversation around brand credibility, AI impact, and how to stand out in a sea of sameness.