Generative Engine Optimization may sound like a completely new discipline, but many of its foundations are rooted in the same SEO practices marketers have relied on for years. From URL accessibility and search ranking to fan-out queries, preview controls, query-answer match and third-party mentions, the brands that show up clearly in AI-generated answers are often the ones that have already done the hard work of making their content findable, useful and credible.

AI dominated the conversation at Fast Company’s Most Innovative Companies Summit, but the more interesting theme was the tension around it: trust, job anxiety, generic content and the renewed importance of human creativity, judgment and strategy.

The final day of SEO Week focused on what happens when AI systems stop simply answering questions and start taking action. As agents become intermediaries between people and brands, websites need to work for human users, search engines and AI agents at the same time

Day 3 of SEO Week brought the conversation back to business value. Visibility still matters, but rankings, clicks and traffic are no longer enough. The real question is whether SEO, GEO and content strategy are helping brands influence decisions, support AI interpretation and drive measurable outcomes.

A Day 2 recap from SEO Week NYC on why content marketing is no longer a production problem, how AI is shifting the value of strategy and distribution, and why brands need better connected content.

A Day 1 recap from SEO Week NYC on how AI search is reshaping SEO, content strategy, brand visibility, measurement and what it means to be understood by both people and machines.

After three days at Branded Content Days 2026, one thing is clear: the challenge is no longer capturing attention, it’s what you do with it. From AI-driven strategy to the shift toward trust and “empowerment design,” the future of content is about creating real value, not just clicks.

After 20+ years building content programs at leading media companies, I’ve launched Content Connection to help brands navigate a fundamental shift. As AI reshapes search and discovery, the challenge is no longer creating more content, but building smarter, more strategic approaches that ensure visibility, credibility, and impact in an increasingly machine-driven world.

Want to create thought leadership that actually leads? These five lessons—drawn from two decades of building content for top B2B brands—cover what it really takes to move beyond product pitches and deliver insight-driven content that earns attention and trust.

Regional banks are doing extraordinary community work—but many fail to share it. See how content marketing can turn local impact into brand strength.

Explaining what a health exchange is—and how it works—can be difficult. Content marketing helps simplify the message, build trust, and guide more people to enroll. Here’s how smart strategy can turn complexity into clarity.

Many companies dive into content marketing without a clear strategy, leading to inefficiencies and inconsistent messaging. This article outlines the importance of a documented content strategy and provides key steps, including competitive analysis, customer journey mapping, and setting KPIs. A well-defined strategy ensures brand consistency, helps measure success, and improves content marketing effectiveness.

AI is reshaping discovery, search, and attention. Here are 5 lessons from the eMarketer Future of Digital Summit every marketer should know.

Citizens Bank CEO Bruce Van Saun offers a candid look at the challenges facing modern banks. Here’s how strategic content marketing can help institutions like Citizens earn trust, explain innovation, and lead with purpose

From zero-click search to AI evaluating your trustworthiness, SEO Week 2025 revealed six critical trends that are redefining how marketers build visibility and value

Generative AI is revolutionizing content marketing by supporting, not replacing, human creativity. While AI struggles to create truly original content, it excels in streamlining tasks like research, editing, and content audits. Learn how integrating AI into your content strategy can improve efficiency, maintain quality, and keep you ahead of the competition.