How to Make Your Content Accessible, Searchable, and Meaningful in the Age of AI

By Vanessa Cardwell, CMO & MD at Bite IT Marketing

AI is everywhere. It’s all anyone in my marketing network seems to be talking about these days, and here at Bite, we’ve become a little obsessed. The good news for our friends and colleagues is that we are doing the heavy lifting, diving in to understand the benefits and the pitfalls, so you don’t have to. We will be regularly sharing our thoughts on the latest tools, our favourite prompts, and the outcomes of our experiments.  

Here at Bite, our AI manifesto is straightforward. 

Start with a human. End with a human. 

You’ll be hearing more about that in subsequent blogs. For now, this blog post delves into the strategies necessary to achieve searchable and meaningful content in the AI world.  

How do we ensure our content works in today’s age of AI?

It’s a question we hear a lot, so we hope this blog goes some way to explaining what we are experiencing and shares some practical tips to help you produce content that drives marketing outcomes in your organisation. 

Thriving in the AI World

There is no doubt that from personalised recommendations to automated customer service, AI is transforming every facet of our lives. As CMO and MD at Bite IT Marketing, I have witnessed firsthand the profound impact AI has had—and continues to have—on content creation and dissemination. To thrive in this AI-driven age, marketers must ensure their content is not only accessible and searchable but also meaningful.  It’s all too easy to plug a content request into ChatGPT or Co-Pilot and hope for the best, but honestly, in my experience, you really need to make sure the content produced is meaningful and not just content for the sake of content.

In the age of AI, creating meaningful content goes beyond keyword stuffing and generic information. It involves delivering value and fostering engagement. AI can assist in this process by analysing user behaviour and preferences. However, as Dr Emily Johnson, a leading AI ethicist, points out, “Human intervention is essential to ensure content remains authentic and resonates with the audience.” To create meaningful content, think about:

  • Audience Insights: Leverage AI tools to gain insights into your audience’s preferences and tailor content accordingly.
  • Quality Over Quantity: Focus on producing high-quality content that addresses your audience’s needs and interests.
  • Engagement: Encourage interaction through comments, polls, and social media to build a community around your content.

AI technologies, such as natural language processing (NLP) and machine learning (ML), enable businesses to analyse vast amounts of data, understand user intent, and deliver personalised content experiences. However, the sheer volume of content generated daily poses a significant challenge. Without proper structuring and optimisation, valuable information can easily get lost in the digital noise. 

Here’s a few more do’s and don’ts you may find helpful.

Don’t Produce Content in Isolation

Producing content in isolation is not enough; it must be part of a comprehensive content strategy aligned with your overall business and marketing plan. This ensures consistency, relevance, and effectiveness in reaching your target audience. Fast, “dirty” AI-generated content may offer quick wins, but without strategic alignment, it risks being disjointed and ineffective. A well-thought-out content strategy ensures that every piece of content serves a purpose, supports your brand message, and contributes to your long-term goals, ultimately driving engagement, loyalty, and business growth.

Do Enhance Searchability

Searchability is crucial for content discoverability. AI-powered search engines and algorithms rely on well-structured content to deliver accurate results.

To enhance searchability:

  • Optimise Your Keywords: Use relevant keywords naturally within your content to improve search engine rankings.
  • Include Metadata: Include comprehensive metadata, such as titles, descriptions, and tags, to help search engines index your content effectively.
  • Structure Your Data: Implement structured data markup to provide search engines with detailed information about your content.

Ensuring Content Visibility on AI Platforms

Unsurprisingly, recent data suggests a growing trend of users turning to AI platforms like Copilot and ChatGPT for product research and information requests, potentially shifting away from traditional search engines like Google. Now, for businesses relying on organic and paid search this presents a problem. 

Here’s what we found:

  1. A survey by GWI found that younger generations, particularly Gen Z, are increasingly using AI chatbots for information, surpassing traditional search methods. This shift is driven by the desire for fast, personalised, and accurate information.
  2. AI-Powered Search Growth: According to Statista, the release of AI-powered search tools like ChatGPT has significantly impacted the online search market, with users appreciating the conversational and interactive nature of these platforms. This has led to a competitive landscape where traditional search engines are adapting to incorporate more AI features.
  3. Consumer Preferences: A report by IoT Analytics highlights that AI has become a top priority for enterprises, with many integrating AI features into their customer-facing tools. This includes using AI for personalised product recommendations and enhanced customer support, which can influence consumer behaviour towards preferring AI-driven interactions.

And all this is happening super fast! So what can you do about it?

  1. Optimise for AI Algorithms: Understand how AI platforms rank and present content. 
  2. Leverage Structured Data: Implement structured data (schema markup) to help AI platforms understand the context and relevance of your content.
  3. Create High-Quality, Relevant Content: Focus on producing valuable, well-researched content that addresses user queries comprehensively. AI platforms prioritise content that provides clear, accurate, and useful information.
  4. Engage in Conversational AI: Develop content that can be easily integrated into conversational AI formats, such as FAQs or interactive guides.
  5. Monitor and Adapt: Continuously monitor how your content performs on AI platforms and adapt your strategy based on performance metrics and user feedback.

By implementing these strategies, you can ensure your content remains discoverable and relevant, even as traditional search methods evolve.

So how do you know if it’s working?

Monitoring content performance on AI platforms is crucial to understand how effectively your content is engaging users and meeting their needs. 

Here are a few strategies and tools to consider:

1. Analytics Tools

  • AI-Specific Analytics: Platforms like ChatGPT and Copilot offer built-in analytics tools that provide insights into user interactions, engagement rates, and common queries. ChatGPT, particularly in its advanced versions like GPT-4, includes features for data analysis. Users can upload data directly to ChatGPT, which can then analyse the data, create charts, and uncover insights. 
  • Third-Party Analytics: Tools like Google Analytics and Adobe Analytics can be integrated with AI platforms to track user behaviour, conversion rates, and other key performance indicators (KPIs).

2. Content Optimisation Tools

  • A/B Testing: Use A/B testing to compare different versions of content and determine which performs better in terms of user engagement and satisfaction.
  • SEO Tools: Tools like SEMrush and Ahrefs can help optimise content for discoverability on AI platforms by analysing keywords and search trends.

3. Regular Audits

  • Content Audits: Regularly review and update content to ensure it remains relevant, accurate, and engaging. This involves checking for outdated information, broken links, and ensuring content aligns with current user needs and preferences.

4. Integration with CRM Systems

  • Customer Relationship Management (CRM): Integrate AI platform data with CRM systems like Salesforce or HubSpot to gain a holistic view of customer interactions and preferences across all touchpoints.

By leveraging these strategies and tools, you can effectively monitor and optimise content performance on AI platforms, ensuring they continue to meet user needs and drive engagement.

Future Predictions: The Human-AI Synergy

Looking ahead, the synergy between human expertise and AI capabilities will define the future of content. AI will continue to evolve, offering more sophisticated tools for content creation and analysis. However, the human touch will remain irreplaceable. As businesses navigate this AI-driven world, they must strike a balance between leveraging AI’s efficiency and preserving the authenticity that only human intervention can provide.

Making your content accessible, searchable, and meaningful in the age of AI is not just a necessity but a strategic imperative. By embracing AI technologies while maintaining a human-centric approach, businesses can create content that stands out in the digital age.


Vanessa Cardwell is the Chief Marketing Officer and Managing Director at Bite IT Marketing, where she leads innovative marketing strategies and champions the integration of AI in content management.

 

 

References

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[2] AI Tools for Content Personalization: Top 15 to Revolutionize … – Techdee

[3] 8 Best Automatic Transcription Tools for 2025 | Otter.ai

[4] 9 Best AI Transcription Tools for 2025 (17 Reviewed)

[5] AI Content Repurposing: Trends for 2025 | ContentIn

[6] Ability Summit 2024: Advancing accessibility with AI technology and …