AI-Ready Content
Optimising for AI Tools
I wrote a post on Social Media NZ about the Death of Search, where I shared my thoughts on the self-destruction of Search. As AI becomes the primary gateway for information, brands must ensure their content is optimised for human audiences and how AI tools process, interpret and deliver information. AI tools often summarise or repackage content to present it in a simplified, user-friendly format. To remain relevant and accessible, brands need to create AI-ready content by focusing on clarity, consistency, and multimedia integration. This is great and all, but how to you optimise for a robot?? In this post, I investigate how and what AI tools seek.
1. Write in Formats That Are Easy for AI to Digest
AI tools prioritise content that is easy to break down and repackage into concise, actionable answers. Brands should:
Use bullet points, numbered lists, and short paragraphs to structure content for readability and efficiency. This makes it simpler for AI to extract and present key information.
Incorporate subheadings and clear labels to delineate sections and topics, allowing AI to locate specific information quickly.
Craft FAQs and question-answer formats that align with how users naturally query AI assistants. For example, "How do I maintain a car's paint job?" works better than vague or abstract descriptions.
2. Develop Evergreen Content for Longevity
AI thrives on content that remains accurate and relevant over time. Evergreen content ensures your brand is a reliable source for factual, time-independent information. To achieve this:
Focus on foundational knowledge about your products, services, or industry. For instance, a brand selling gardening tools could create guides on "How to Plant a Vegetable Garden" or "Essential Tools for Home Gardening."
Update content periodically to maintain accuracy, especially in fast-evolving industries like technology or health. AI tools value up-to-date information, and regular refreshes signal relevance.
Write with neutral language and avoid seasonal references unless they are the focus, as timeless content will have broader applicability and a longer shelf life.
3. Leverage Multimedia for Enhanced Discoverability
AI is becoming increasingly adept at analysing and repurposing multimedia content, including videos, images, and infographics. Incorporating these elements into your content strategy enhances its utility and reach. Here’s how:
Use captioned videos that include clear explanations or subtitles, as AI tools can process the text for context and provide summarised highlights.
Create infographics and data visualisations that distil complex information into visual formats. AI can extract key data points and translate them into digestible insights.
Optimize images with descriptive alt text and metadata to help AI understand their context and relevance. For instance, a fashion brand could tag an image of a jacket with "Men’s winter jacket, lightweight, waterproof, outdoor wear."
Experiment with interactive content, such as 3D models or virtual tours, which AI assistants may integrate into user experiences like virtual shopping or learning tools.
Why This Matters
AI tools aim to deliver concise, contextual, and valuable information to users. If your content isn’t structured in a way that AI can understand and utilise effectively, it risks being overlooked. By focusing on these three strategies, brands can ensure their content is not only discoverable by AI but also optimised to shine in the AI-driven era of content delivery.
With AI rapidly redefining how information is consumed, investing in these techniques will ensure your brand remains a trusted and visible source of knowledge, ready to meet the demands of the future.
