Webflow's CMO restructured their team to unify media relations, social media, and influencer marketing under a single PR umbrella. This integrated approach acknowledges that these functions are no longer separate disciplines but interconnected components of brand building.
Marketing leaders find the same principles driving successful SEO—creating high-quality, structured, and user-centric content—are also effective for AEO. The focus should be on adapting existing strategies rather than inventing new ones from scratch.
Beyond external communication, drafting a press release acts as an internal forcing function. The C-suite approval process solidifies the company's messaging, value proposition, and target audience for a new product or feature before it goes to market.
Marketing leaders advise early-stage companies to ignore the AEO hype initially. Instead, they should invest limited resources in defining core positioning, messaging, and differentiated value. A strong strategic foundation is the prerequisite for effective AEO down the line.
Eagle View's CMO found that while answer engine traffic is a tiny fraction of total volume (0.1%), it converts at an exceptionally high rate (5%). This suggests users turning to LLMs for research have strong purchase intent and are further down the funnel.
Marketers are re-embracing multi-page press releases packed with information. Distributing them via wire services ensures they are reposted by numerous publishers, creating valuable recency signals and third-party citations that LLMs favor when generating answers.
To capture prospects early, create content answering questions related, but not central, to your product (e.g., satellite vs. aerial imagery). This 'circles the buyer' with helpful information, building brand trust so you're in their consideration set when they are ready to buy.
To make product and service pages AEO-friendly, marketers should add specific structural elements. Including a 'TLDR' section, an accordion-style FAQ based on buyer questions, and direct competitor comparison content helps LLMs easily parse and surface key information.
Instead of guessing customer questions, tap into sales call recordings. Using AI tools to analyze transcripts reveals common themes, objections, and the exact language customers use. This provides a rich, data-driven source for creating highly relevant AEO content.