E230: Alex Spooner & Aoife Daly - How to Create eCommerce Content That Ranks, Converts and Gets Cited by AI

"I could be writing about ponies and glitter... then writing about swords... and AI would make them sound exactly the same." The conversation focused on the ever-evolving landscape of content strategy, with a particular emphasis on the impact of AI, the enduring fundamentals of SEO and the crucial distinction between content that drives revenue and content that simply fills space.  A key theme that emerged was the importance of emotional connection in content, as well as the rising demand for concise, value-driven writing in an age of information overload and shrinking attention spans.  The discussion explored practical strategies for standing out in a crowded digital marketplace, the role of forums and PR in building authority, and how brands can adapt their approach to maximise both visibility and trust.  Several points were raised, including the necessity of balancing AI tools with human creativity, the timeless value of high-quality blogs and actionable tips for both new and seasoned content creators. Whether you’re a marketer, business owner, or content writer, this episode provides valuable insights into creating content that not only ranks, but converts. Time stamps: 00:00 Practical content strategies with AI 05:11 Impact of social media on content 09:23 Using search results for content strategy 10:25 SEO strategies and AI adaptations 13:48 Engaging on discussion boards 20:03 Optimising content for conversions 24:11 Discussing AI vs human content writing 25:51 Balancing factual and engaging content 29:12 Impact of AI content on SEO 32:54 Using research tools carefully 36:35 Importance of headlines in PR 38:16 Discussing Link Placement in Articles 43:40 Discussing low-volume keywords 44:51 Finding Hidden Keyword Opportunities 48:59 Advice for new content writers 51:27 Real productivity vs. burnout