Why content strategy matters for your discovery online?
Improved attention
Picking the right content format for each channel improves the attention your business receives. For example, on social media, influencer style content sees twice as much attention versus brand created posts.
Improved consumer recall
Seeing the same clear message across channels helps cut through the AI noise and build recognition.
Improved visibility in AI search
Consistent, credible content delivered through multiple channels strengthens how your brand is represented in AI-generated answers and summaries.
What is E-E-A-T Content?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness: the quality signals search engines and AI systems look for. Strong content proves real experience, depth of expertise, recognised authority and trust—not generic filler.
How mff marketing builds your content marketing strategy
Keyword & Prompt Research
Identify search terms, prompts and conversations in your niche and determine whether there is genuine demand for them. mff marketing uses a range of sources including the in-house Prompto Prompt Research tool (prompto-uk.app).
Opportunity
Review whether there is opportunity for your brand to become the authoritative voice in this space.
Strategy
Build a comms plan to distribute your content and messaging through the right channels.
Structuring Content On-Site for Search Discovery
Once you have identified the topics to build content around in your niche, you need to structure content to maximise AI search and SEO discoverability.
Frequently
Asked
Questions
Content marketing is no longer just about publishing blog posts and trying to rank on Google.
People are discovering information through traditional search, AI-generated answers, social platforms, video, forums and communities. A modern content strategy needs to consider how content can be discovered across these different environments.
Traditional keyword research identified search terms (often short tail keywords) that users searched in Google. Tools like Google Keyword Planner provided visibility into search volumes by keywords.
Prompt research looks at the conversations users have and the prompts they search in AI search conversations. It's often more long tail focussed and grouped by topics, given the nuances in user conversations with AI engines like ChatGPT, Perplexity and Google Gemini.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness: the quality signals search engines and AI systems look for. Strong content proves real experience, depth of expertise, recognised authority and trust—not generic filler.
There are several ways to structure content on your site including:
- Hub-and-Spoke: clustering topic content around a central 'hub' page and adding sub-topic content on 'spoke' pages
- Siloed: grouping sections into distinct categories