Meet Aisha Amaira, a MarTech expert with a deep passion for blending technology and marketing. With a robust background in CRM marketing technology and customer data platforms, Aisha has a unique perspective on how businesses can harness innovation to gain critical customer insights. In today’s conversation, we dive into the evolving world of large language models (LLMs) and their impact on content strategy. From navigating the uncertainties of AI-driven search to understanding the value of brand mentions over traffic, Aisha shares actionable insights on how brands can adapt to this shifting landscape while staying true to their identity.
How do you view the current rush to overhaul content strategies for LLMs, and what cautions would you offer?
I’d strongly advise against jumping the gun on completely rethinking your content strategy for LLMs right now. The landscape is still incredibly fluid, and there’s a lot we don’t know. For instance, major players like Google haven’t fully integrated AI-driven features into their main search results yet. Until that happens, we’re operating on assumptions about how the ecosystem will evolve. Rushing into changes could mean wasting resources or pivoting in the wrong direction. My advice is to stay informed, experiment on a small scale, and wait for clearer signals before making sweeping adjustments.
What potential shifts do you foresee when AI-driven features become part of mainstream search results?
When AI features, like Google’s AI Mode, move from a side tab to the main search results, we’re likely to see a significant shake-up. I suspect it’ll look more tailored, possibly resembling earlier demos where results were customized based on query intent and format. This could mean answers aren’t just text dumps but more interactive or visually engaging outputs. That shift matters because it’ll change how users interact with search and, ultimately, how brands need to position their content to be visible. It’s a big unknown, which is why patience is key right now.
How do LLMs integrate into the customer journey compared to traditional search engines?
LLMs are just another layer in the already complex customer journey, not a total replacement for traditional search. Think of someone shopping for shoes—they might start with a Google search for reviews, check Amazon for prices, watch a YouTube video, and then maybe ask an LLM for a quick summary or alternative. The LLM is a step in that messy funnel, offering answers or ideas, but it doesn’t fundamentally change the non-linear path people already take. It’s more of a conversational pitstop than the destination where decisions are finalized.
Why do you think focusing on traffic from LLMs might not be the best goal for brands?
Chasing traffic from LLMs can be a misstep because they’re not primarily built to drive clicks—they’re built to provide answers. Unlike traditional search engines, where a high ranking often means direct visits, LLMs like ChatGPT might not even cite a source until several prompts in. Even when they do, the traffic might not lead to conversions. For example, if an LLM cites a review site for a product, the user might read it but still buy elsewhere. Traffic isn’t the golden ticket here; it’s more about influence and presence in the conversation.
What’s the difference between brand mentions and citations in the context of LLMs, and why do mentions matter more?
Citations are direct links or references to a source, often tied to traffic potential, while brand mentions are broader—they’re about your name being part of the narrative, whether linked or not. Mentions carry more weight with LLMs because they reflect how often and in what context your brand is discussed across the web. That shapes the LLM’s perception of your relevance and authority. A mention signals you’re top of mind, even if there’s no clickable link, and that’s often more valuable for building long-term trust and visibility.
How do LLMs evaluate content differently from traditional search engines, especially in terms of synergy and context?
LLMs aren’t just ranking pages like search engines; they’re synthesizing information from across the web to act as a stand-in for the entire internet. They look at how your content is discussed, where it appears, and who’s talking about it, not just what’s on your site. This means there’s a heavier emphasis on context and consistency. If your brand’s story aligns across platforms and conversations, an LLM is more likely to see you as a credible voice worth referencing. It’s less about isolated keywords and more about the bigger picture of your digital presence.
What practical steps can brands take to audit how LLMs perceive them and their industry?
Start by interacting with LLMs directly—ask questions about your brand, competitors, and industry to see how they respond. Look at the language they use. Are they consistently positive, neutral, or subtly critical? Pay attention to patterns, like recurring points of hesitation or skepticism about your products. You can also test different queries to see if certain narratives dominate. This audit helps you understand the LLM’s lens on your market and spot gaps or opportunities to shape the conversation.
Why is it critical to pick up on subtle differences in tone or sentiment in LLM responses?
Subtle shifts in tone can reveal a lot about underlying perceptions. For instance, if an LLM describes one brand as “great” but another as “well-liked by many,” that difference hints at varying levels of enthusiasm or trust. These nuances often reflect aggregated user sentiment or data the LLM has ingested. Ignoring them means missing out on how potential customers might interpret those responses. It’s like reading between the lines of a review—those small word choices can signal bigger issues or strengths to address.
How does a strong brand identity influence what LLMs say about a company?
A clear brand identity is your foundation for influencing LLM outputs because it defines who you are and what you stand for. If you know your core values, target audience, and unique selling points, you can create consistent content that reinforces that identity across the web. LLMs pick up on that consistency—when third-party sites, reviews, and discussions echo the same message, it cements your authority. Without that focus, your brand risks being diluted or misrepresented in the vast data LLMs draw from.
What is your forecast for the role of LLMs in shaping content strategy over the next few years?
I believe LLMs will become an even bigger part of how brands connect with audiences, especially as they integrate more deeply into search and everyday tools. We’ll likely see a shift where content strategy prioritizes conversational relevance over traditional SEO metrics like clicks. Brands that build strong, authentic identities and focus on being mentioned in meaningful contexts will thrive. But it’ll also mean adapting to constant change—LLMs will evolve, and so will user behavior. My forecast is that flexibility and a deep understanding of your brand’s story will be the keys to staying ahead.