Content Marketing World 2023 presentation Carlos Meza. EEAT & AI a Blueprint for Content Scaling. Leveraging AI to create high authority content.

1. The Intersection of AI
and E-E-A-T:
A Blueprint for Content Scaling

2. The Intersection of AI and E-E-A-T

3. The current content landscape
The Intersection of AI and E-E-A-T

4. Many channels
The Intersection of AI and E-E-A-T

5. SEO continues
to evolve
The Intersection of AI and E-E-A-T

6. Content volume is ballooning

7. The Intersection of AI and E-E-A-T
Hyper
competitive

8. The Intersection of AI and E-E-A-T
Quality bar keeps moving

9. Why is scaling content important?
The Intersection of AI and E-E-A-T

10. Meet the
audience where
they are
The Intersection of AI and E-E-A-T

11. Brand Awareness

12. The Intersection of AI and E-E-A-T
Follow customer
journey

13. Develop trust
The Intersection of AI and E-E-A-T

14. The challenges of
scaling content
The Intersection of AI and E-E-A-T
Quality
Consistency
Talent
Differentiation
Internal resources

15. The two pillars: AI and E-E-A-T
The Intersection of AI and E-E-A-T
Are EEAT and AI at odds?

16. Experience: The newest E

17. Expertise: Do you have the credentials?

18. How are Experience and Expertise different?

19. Authority: Are you the “go to” site
for the topic?

20. Authority: Are you the “go to” site
for the topic?

21. Trust: The most important factor

22. Trust: What
it’s not
The Intersection of AI and E-E-A-T
Inaccurate content / fake information
Unclear purpose of the content
Irrelevant content
Content to manipulate SERP
Dubious backlinks
Unclear authorship / who is behind the site
Deceptive content / links
Lack of Experience and/or Expertise
Auto generated content** / low effort

23. Trust

24. The rise of AI
The Intersection of AI and E-E-A-T

25. The Intersection of AI and E-E-A-T
How AI and LLMs work

26. The benefits
The Intersection of AI and E-E-A-T
Very obedient assistant
Can handle large volumes
of data
Reduces composition time
Unlimited ideation
Bring things to life that
haven’t been imagined
before

27. The challenges
Everyone uses it: not an
advantage
More time into editorial
review
Lacks experience, expertise,
insights
Bland content
Hallucinations

28. The rise of AI
Use cases
• Ideation
• Research
• Outlining
• Composition
• Paraphrasing
• Summarizing
• Images
AI tools for content creation

29. Ideation

30. Research

31. Outlining

32. Composition**

33. Summarizing

34. Images

35. AI and E-E-A-T: The intersection
The Intersection of AI and E-E-A-T

36. Using AI to analyze vast amounts of content
for E-E-A-T compliance

37. AI can help in identifying and enhancing E-
A-A-T factors in content: Gap analysis

38. AI can help identifying and enhancing E-E-A-T
factors in content: Identifying Experts

39. AI and E-E-A-T: Using SMEs in your AI-
assisted process
The Intersection of AI and E-E-A-T

40. What is an SME?
The Intersection of AI and E-E-A-T
An SME is a Subject
Matter Expert

41. SMEs and E-E-A-T
SMEs are not the same as
expert creators
The Intersection of AI and E-E-A-T

42. How to leverage
SMEs for E-E-A-T
The Intersection of AI and E-E-A-T
Providing guidance or
outline pre-production
Editorial review
Fact checking post
production

43. How to leverage SMEs for E-E-A-T
Capture their knowledge with interviews and use
AI to accelerate the process

44. How to leverage
SMEs for E-E-A-T
The Intersection of AI and E-E-A-T
Internally
Expert Networks
LinkedIn - X (Twitter)
Where to find them?
Industry communities

45. The Intersection of AI and E-E-A-T
Designing a content production
process for scale
The Intersection of AI and E-E-A-T
Strategize
Humans and AI
Research
Humans and AI
Ideation
Humans and AI
SME Input
Humans
Brief Creation
Humans and AI
Editorial
Humans and AI
Composition
Humans and AI
SME Review
Humans
Set Up and
Publishing
Humans and AI
1 2 3 4 5
6 7 8 9

46. Pitfalls to avoid
when scaling
content
The Intersection of AI and E-E-A-T
Not resourcing properly
Scaling too quickly
Not enough human input
Little time in planning and design
All in-house / all outsource
Not iterating

47. Takeaways
The Intersection of AI and E-E-A-T
• AI and Humans can collaborate
to create high E-E-A-T content
• Use AI to reclaim time from the
process and put it back into
planning and high value activities
• Leverage SMEs to create high E-E
content
• Put time and effort into designing
a process that can scale

48. The Intersection of AI and E-E-A-T
Carlos Meza
carlosmeza2 CarlosMez80
carlos.meza@crowdcontent.com