Phil Risher argues that business content no longer aims for likes and shares. Instead, it trains AI systems to recognize and recommend your business when people search for what you offer.
Content is no longer for social media. It's how AI learns who you are. When I was at my home service business, the owner said, we're not going to post on social media because it's just likes and shares and no one is scrolling through Facebook saying they want their ducts cleaned. I get it. That is the old school way of thinking. The new school way of thinking is the content that you create today is not for likes and shares. It might even be for— not even for customers that are going to see it and work with you. It's because the content is indexed and AI platforms are trained on large language models. Large language models are trained on content, and the content that you're producing today is training these platforms on your business. It's not for the quick customer getting likes and shares, even exposure or branding. It's to train these algorithms on your business so that they recommend you when everything shifts to AI search.
