7 steps to scale your content creation process in the world of AI

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Confidential 1 7 steps to scale your content creation process in the world of AI Benu Aggarwal President and Founder Wednesday, Nov 20, 2024 10.55 MILESTONE INC Speakerdeck.com/username @benua @BenuAggarwal

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Local • Reviews • Analytics & Insights Experience Software CMS • Schemas • FAQ Manager • Content Studio Discovery and Engagement Software Design • Websites • SEO • Paid • Analytics Digital Marketing Services Hospitality | Finance | Automotive Retail | Healthcare | Enterprise 2000+ Customers Inclusion in Forrester Landscape Awards & Recognition WHO WE ARE

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Agenda 1. Evolution of Search – LLMs & Agents 2. Understanding Customer Intent 3. 7 Steps to Creating Perfect Content 4. Future-Proofing Your Organization

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Confidential 4 • AI Native • AGI /Agents • Multimodal • Personalized Search Continues to Evolve in the World of AI Keywords 2008 2024 - 25 Keywords Conversational & Multimodel (Entities) Experience & Intent Conversations Prompts Agents

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Confidential 5 Knowledge Work is Getting Transformed with Infusion of AI HUMAN ONLY CENTAUR & CYBORG TASKS DELEGATE TO AGENTS 1 Assist 2 Augment 2 Transform

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Confidential 6 What Can Businesses Do in the Age of AI ?

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Confidential 7 1 2 3 4 5 6 7 Research & Intent Mapping Content Strategy User Interactions Experience Omni Channel Real Estate Data, AI & Schema Authority & Relevancy Be Specific & Accurate 1 Demonstrate E-E-A-T 2 Think Visibility not Rankings 3 7 FOCUS AREAS FOR AI SEARCH OPTIMIZATION AI Powered Search - Most Critical Pillars https://searchengineland.com/ai-powered-search-maximize-market-share-444264

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Confidential 8 Understanding Customer Intent is Critical 1 2 3 4 I WANT TO KNOW MOMENTS I WANT TO GO MOMENTS I WANT TO DO MOMENTS I WANT TO BUY MOMENTS Research Evaluate Purchase Engage

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Confidential 9 Paid and Organic are Blended in AI Powered Search

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Confidential 10 Channel Silos Do Not Exist Anymore Upper-funnel (Discovery) Mid-funnel (Experience) Lower-funnel (Conversion) TRADITIONAL VIEW AI POWERED SEARCH SEO PAID SEO & PAID

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Confidential 11 Consistency and Quality Are the Keys to Saturating AI Powered Search Content Images Videos Schema Entity Tagging AI Organic Search Paid Search Source: https://www.searchenginejournal.com/every-ai-creative-feature-google-ads/517883/ Email Social Media

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Confidential 12 7 Steps to Scaling Content with AI Read the Full Article on Search Engine Land 1 2 3 4 5 6 7 Determining What to Write Brand Voice & Tone Generating Content Distribution Workflows Entities & Topics Technical Foundation Measuring Performance

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Confidential 13 01 Content Ideation: What to Write

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Confidential 14 03 Generating Intent-Driven, Entity Rich Content

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Confidential 15 04 Diversifying Content for Distribution Across Various Channels

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Confidential 16 05 Local, Fresh, Topical Content to Maximize Relevance and Visibility Location hub Select Events Calendar 36% impressions 41% pageviews

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Confidential 17 Discovery Experience Tech SEO Engagement Visual Optimization Relevancy & Authority 06 - Closing Topical and Entity Gaps to Maximize Relevance and Visibility Conversion

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Confidential 18 06: Strong Technical Infrastructure for Content Discoverability Qualitative Metrics Content Availability Nested Schema & Entity Tagging Code and Functional Testing

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Confidential 19 +100% Increase in Image Search Impressions 06: Strong Technical Infrastructure – For Visual Search +90% Increase in Organic Impressions & Clicks YOY

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Confidential 20 07 Measuring Search Visibility and Performance 1 2 3 Visibility KPIs Engagement KPIs Conversion KPIs • Share of search • Impressions • Rich results • Scroll depth • Time on site • Session duration • Bounce rate • Pages / session • Calls • Driving directions • Transactions • Form fills

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Confidential 21 Take-aways Align content strategy with user intent 1 Search is multimodal. Optimize all assets. 2 AI generated content to improve productivity, quality. 3 Platform with built- in native discovery capabilities 4 AI is here to stay. Adopt it to scale, achieve efficiencies and drive results 5

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Confidential 22 Four Questions for Organizations 1 2 3 4 What useful thing you do is no longer valuable? What impossible thing can you do now? How are you incentivizing your organization to innovate? How are you establishing a skunks work team to innovate?

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Confidential 23 Download our eBook (Ungated) Scan QR code or click the link below to download https://www.mileston einternet.com/Resour ceFiles/paradot- assets/top-digital- trends-impacting- financial-services-c- suite-executives.pdf https://go.mileston einternet.com/top_ digital_trends_for_ hospitality_c_suite _ebook https://go.milestonein ternet.com/18- website- personalization-use- cases-for-hospitality- businesses-ebook https://www.mileston einternet.com/Resour ceFiles/paradot- assets/local-search- trends-ebook- 2024.pdf https://www.milestonein ternet.com/ResourceFiles /paradot-assets/search- trends-and-priorities- for-2024-ebook.pdf https://www.milestone internet.com/Resource Files/paradot- assets/25-content- use-cases-ai-prompts- to-drive-engagement- for-your-hospitality- business- compressed.pdf

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