How to Build a Content Strategy That Trains AI (And Humans) to Choose You

Apr 13

You already know that a strong content strategy builds trust with your buyers. You’ve spent countless hours on your SEO strategy, keyword optimization, PPC, well, you know the drill. And now, AI, which seems to simultaneously be miraculous and messing with all of our processes, is here to take a swing at your content.

Because it's not just buyers you’re building trust with anymore — it’s the robots.

Today's B2B marketing battlefield isn’t only Google search results or inboxes. It’s happening inside AI chatbots, research tools, and auto-generated buyer guides.

And if you aren’t training AI models to recommend you, you’re slowly disappearing from your future customers' decision sets.

Here’s how to fix that and unlock a world of opportunities.

1. Structure Your Content for Machines (Without Sounding Like One)

AI models like ChatGPT, Claude, Perplexity, and others aren’t “reading” your content like people do. They’re scanning for clear structure, reliable signals, and consistent language patterns. This means we have to change how we write about our brands somewhat. Don’t eliminate your brand voice; just integrate these tips to boost the AI scannability.

✅ Use simple headlines (not just clever ones)
✅ Answer direct questions your buyers might ask
✅ Format your pages with clear H1, H2, H3 hierarchy
✅ Include consistent language about what you do and who you help

If your site feels like a well-organized library instead of a teenager’s bedroom floor, AI will likely “shelve” you in the right category. (Raise your hand if you had a class on “how to use a card catalog. No, just me?)

3. Build a Consistent Content Universe

One-off blogs don’t cut it anymore.
AI looks for networks of interconnected content — and so do humans.

✅ Create clusters of related content (pillar pages + linked blogs)
✅ Cross-link internally to show depth and expertise
✅ Align messaging across your website, blog, social, and even sales decks

The goal: when someone (or something) tries to “map” your brand, the picture looks clear, connected, and complete.

4. Talk Like a Human. Think Like an Algorithm.

Here’s the tea:
You can be structured for AI without sounding robotic to your buyers.

✅ Write in a natural, conversational tone (like you’re talking to a smart friend)
✅ Avoid jargon unless your buyers actively use it
✅ Focus every piece of content on helping first, selling second

The brands that succeed will be the ones that “feel good” to humans and “send good signals” to machines.

Side note: I see you, my marketing brethren, on LinkedIn discussing the [ 🚀 +—= AI content]. While I agree that robots are here to stay, we need to evolve to using AI + our years of expertise to create a new way of writing. BUT, I have been using the beloved emdash long before ChatGPT thought it was cool, so you can pry it from my cold, dead fingers.