As consumers begin using ChatGPT to learn about products, many businesses are increasing their content production budgets in the hope of receiving AI-generated quotes and recommendations.
Brands cannot dictate what ChatGPT or other AI tools say about their products. However, they can proactively generate more data for AI models to refer to by investing in content on their websites, social media, and other channels owned by the business.
This trend is prompting many companies to adjust their content strategies. Fender and Marshall, two long-standing brands in the music equipment industry, are investing in videos, articles, and unique digital experiences, hoping to both build brand image and increase their visibility in search results and AI responses
Transform your website into a content repository for AI.
Kelly Magrath, interim marketing director of Fender, the American guitar manufacturer, said the company has revamped its website into a brand storytelling platform, expanding content beyond sales.
The new website includes videos about the brand’s history, artists who have used the company’s guitars such as Jimi Hendrix, and the instrument makers. On YouTube, the guitar manufacturer has also developed a series of videos celebrating the 75th anniversary of the Telecaster guitar line and showcasing new products.
This strategy aims to increase the likelihood of brand names appearing when consumers research products through AI. According to a survey by Skyword, a US content marketing company, 70% of consumers in the country use ChatGPT or AI summaries to research products and businesses.
Marshall Group, the company that owns the Marshall amplifier and headphone brand, is also boosting digital content with its Dead Venues series, bringing new bands to perform at once-famous music venues such as the London Fog and China Chalet in New York (USA). This is part of a campaign combining YouTube, outdoor advertising, partnerships with independent music media outlets, and event organization.
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Many businesses are ramping up content production on their websites and social media to increase their chances of appearing in ChatGPT responses. (Illustration: Matheus Bertelli/Pexels ) |
Christine Kennedy Grant, Marshall’s vice president of brand marketing, said the strategy aims to expand the company’s recognition from guitar amplifiers to new products such as headphones, while also increasing its visibility on Google AI Overviews and other AI tools that use large language modeling (LLM).
As AI becomes increasingly prevalent in product searches, Andrew Wheeler, CEO of Skyword, a US-based content marketing company, observes that while consumers can find information more easily, brands are also harder to remember. Therefore, content with expertise, real-world experience, and a unique perspective becomes a valuable resource for AI to refer to, cite, and recommend.
This trend is driving businesses to expand their investment from search engine optimization (SEO) to AI visibility optimization (GEO). Urvashi Manral, Vice President at Attention Arc, says many clients are increasing their SEO budgets to improve their chances of being recommended by AI.
“ChatGPT is the new form of word-of-mouth marketing,” she observed, emphasizing that investing in content is one of the fastest ways for brands to increase their presence on AI platforms.
Long and original content is appreciated.
Jim Yu, founder and CEO of BrightEdge, a US-based SEO technology company, recommends that businesses focus on topics where they have a competitive advantage, because content cited or mentioned by AI still provides value even if it doesn’t directly drive traffic to the website.
Meanwhile, The Shipyard, an American advertising company, is experimenting with branded content, collaborating with creators and promoting videos on YouTube to assess the impact on their potential appearance on AI. However, Stephanie Estes, the company’s communications director, admits there is no foolproof formula for this strategy.
Nevertheless, businesses are still increasing investment. According to a survey conducted in early October by Kantar, a UK-based market research firm, 75% of marketers plan to increase spending to improve visibility on AI assistants in the coming year.
With the trend of users asking longer and more specific questions when searching, original content is increasingly emphasized. Emma Sibbles, Content Director at IDHL, a UK digital marketing company, believes that originality is a differentiating factor. This is evident in documentary-style videos from Fender and Marshall, or in-depth articles on their websites.
Emily Stutzman, CEO of Happylucky, an American creative company, believes that content with a unique perspective, expertise, and real-world experience provides a richerpany is developing style-focused content for Adidas, the German sportswear brand, and has also noted similar demand from Stanley 1913 and Salt & Straw
According to Ben Hennes, Creative Director of Happylucky, continuously sharing knowledge and practical experience helps brands build a valuable and long-lasting content library, serving consumers while also giving them an advantage in AI search results.
Original article
https://lifestyle.zingnews.vn/thuong-hieu-do-tien-de-duoc-ai-nhac-ten-post1690861.html
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