Look at any leader in any industry and ask yourself, “Has maintaining the status quo ever worked for them?”
Those who get ahead are willing to think ahead. Innovators take the time to understand the landscape and develop a unique perspective on the path forward. And as we find ourselves at this current nexus point, in which artificial intelligence (AI) is pushing us in new directions, thinking ahead and thinking for oneself is increasingly essential.
That’s where thought leadership content — the content that builds trust with audiences by presenting a unique point of view on a topic — comes into play as a critical factor to AI search optimization.
A strong thought leadership strategy enables you to lead the conversation, while generating credibility and flexing your expertise. Without it, your AI search optimization strategy might just fall short.
AI is no doubt creating a massive shift in the way people search for brands, products, and services. So much so that the worldwide AI content marketing industry is projected to jump to $17.6 billion by 2033, up from only $2.4 billion in 2023.
This immense growth is largely due to users’ interest in AI tools:
But while AI in marketing is certainly changing things, one search element remains as important as ever: credibility. Whether they’re using traditional search methods, querying AI search tools, or simply asking others for recommendations, people want reputable perspectives and credible sources of information.
In B2B SaaS marketing — a hyper-saturated landscape — credibility is the “true currency,” according to Forbes. It’s the cornerstone of strong business relationships, and it’s fundamental to generative engine optimization (GEO), answer engine optimization (AEO), and large language model optimization (LLMO).
AI search engines (think ChatGPT, Perplexity AI, Gemini, or even Google) are trained to review credible resources, citations, and data, then synthesize that information to serve up search results based on a user’s query. While these solutions are still learning how to do this right every time — without hallucinations or inaccuracies — they’re nonetheless reliant on credible content.
As such, two things are true:
Here are seven tips for generating and optimizing thought leadership content for AI search success.
Too many brands and businesses distribute content simply for the sake of it or for SEO benefits. Buyers, customers, and AI solutions, however, know the difference between original thought and formulaic, keyword-stuffed, or heavily promotional content.
To stand out to AI search engines, create content that showcases your unique perspective using clear, precise, and accurate claims. If you’re a healthcare SaaS company, for instance, share your insights on how predictive analytics can help rural hospitals reduce patient readmissions and improve care coordination.
You’re an expert in your field for a reason. But while your expertise is essential to your thought leadership content, it needs to be backed up by reputable research, cited from the original source. Remember, by creating thought leadership, you’re joining and advancing an ongoing digital conversation. AI search engines will value your points more heavily if they’re connected to other credible sites via crosslinks.
AI search engines rely heavily on quantitative data, as most searchers are looking for clear, precise answers to their questions. As such, it’s critical to balance qualitative, expert-driven claims with quantitative stats and insights.
AI tools like ChatGPT can help you find data to support your claims, but studies show that these tools aren’t always accurate. Use AI to do an initial search, then be sure to follow up with a human-led evaluation to cross-check data and ensure its accuracy.
A thought leadership strategy works best when it’s tailored to two things:
Take the time to truly understand what your audience is looking for. Explore keyword research to see what they’re asking search engines, and talk to target demographics to learn what tools and channels they’re searching through. A nuanced understanding of your audience’s needs will help ensure your thought leadership content deeply connects with them.
Google has long used the EEAT principle for its ranking algorithm:
In the era of AI in marketing, EEAT is even more important, as search engines look for people-first content when serving up query answers. If you want your content to show up in AI overviews, featured snippets, or search engine result pages (SERPs), be sure to infuse your thought leadership content with the core elements of EEAT.
AI search tools review massive amounts of webpages to synthesize answers for searchers. Your content can stand out if you make it easy for the tech to quickly understand the core elements of your thought leadership. Follow these tactics:
AI tools like ChatGPT or Microsoft Copilot can help you create content, but you shouldn’t rely solely on those tools. Thought leadership should reflect your unique perspective, not reiterate claims that are already out there. Balance two things:
The marketing landscape, particularly for B2B companies, is far from stable. With new AI technologies coming out left and right, businesses need to stay agile. It's not time to abandon SEO altogether, but rather evolve your practices to meet the demands of new tools and search habits.
Everyone wants credible, informed perspectives, which makes thought leadership content more important today than ever. At Spot On, we specialize in helping B2B brands differentiate themselves with effective thought leadership built for the era of AI. Reach out to our team today to get started.