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In this episode of Found in AI, Cassie Clark talks with content marketer Ben Hale about what actually changes when you start creating content for AI search — and what doesn't.
Cassie and Ben talk about how audience behavior should determine which AI engines you prioritize, why distribution is becoming an increasingly important part of content strategy, and how content needs to change when it moves from your website to platforms like Reddit.
They also dig into the difference between AI mentions and citations, whether getting cited is actually enough to call your strategy successful, and how marketers can test new AI search tactics without chasing every new optimization trick that comes along.
In this episode:
- Why you shouldn't treat AI search engines as a monolith
- How to decide which AI engines actually matter to your audience
- Why third-party distribution belongs in your AI search strategy
- Why copying brand content directly onto Reddit doesn't work
- How to create product and comparison content that's actually useful
- How content structure can affect AI citations
- Why getting cited is only a leading indicator of success
- The difference between AI mentions and citations
- What still matters about writing for humans
- How to design AI search experiments with clear timelines and success criteria
- Why marketers need to be willing to abandon tactics the data says aren't working
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Cassie Clark is an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com.Â
Or request your AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/
Join Cassie Clark for a free live training, How to Build an AI Search Visibility Strategy, on November 5, 2026, at 1 PM ET.
Learn how to identify relevant AI search opportunities, diagnose visibility gaps, establish a measurement baseline, and prioritize your next steps. Includes live Q&A.
Register for free: https://cassieclarkmarketing.com/ai-search-training/
Wondering what AI search means for your business?
Cassie Clark Marketing helps startups and enterprise brands understand how AI systems discover and recommend them, identify what affects their visibility, and develop executable strategies.
Services include team training, AI visibility diagnosis, strategic consulting, and fractional marketing leadership.
www.cassieclarkmarketing.com
