In this episode of Sip on This, Naj and Emad sit down with Nick Brogden from Earned Media to talk about one of the biggest shifts happening in marketing right now.
Most businesses are still writing content the same way they did two years ago. The problem is the rules have fundamentally changed, and the businesses that figure that out first are going to have a serious edge.
In this episode we cover how to write content that gets cited by humans, Google, and AI simultaneously. We get into what’s actually shifted since AI Overviews became the default first thing people see in search, and why regurgitating the same stuff in a different format just doesn’t cut it anymore.
When you understand what AI is actually crawling for, you stop writing for an algorithm and start writing for attention, and it turns out that they want the same thing!
This episode covers:
– The chunking structure that gets your content cited fast
– Why your first paragraph is now the most important thing you publish
– Bottom-of-funnel AI traffic and where the real commercial opportunity is
– Brand mentions, negative space, and what citation tracking actually looks like
– AI hallucinations and why monitoring them is now a permanent part of the job
The bigger point running through all of it is that good content was always about answering a question clearly and fast. AI just made that non-negotiable.
We also get honest about the stuff people are still getting wrong, opening articles with a story instead of an answer, writing for humans and ignoring AI crawlers (or the opposite), and why treating these as separate strategies is a mistake businesses can’t afford to keep making.
If you’re producing content and you’re not sure it’s doing what you think it is, this one’s worth a listen.
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