Content marketing in the age of AI Overviews

John Osako
John Osako

When Google introduced its AI Overview feature in May 2024, those of us in the digital marketing and SEO spaces knew it signaled a true changing of the game.

You see, for decades before AI Overviews, your brand was the authority. All Google could do was collect and curate a list of webpages that it felt answered the user’s query – but users still had to click through and read the answer for themselves.

Now, with AI Overviews, Google is taking on the role of authority by summarizing multiple leading webpages. With all this information readily compiled and presented, it has become a foregone conclusion that users are clicking to fewer websites in search results pages. This can be painful for ecommerce and professional services businesses relying on organic traffic to drive leads.

Of course, the information and expertise your company offers customers is deeper than just one AI overview – it’s also what enables you to build trust and loyalty over the long term. You don’t want to give up on your content marketing strategy just because Google may be repurposing your info – you need a strategy to capitalize on the change.

As we have been advising clients, there are essentially now three paths to follow when it comes to your online content strategies.  

1. Create clear, authoritative content

The goal here is to write content so compelling and helpful that Google elevates it into its AI Overviews. Target your audience’s informational or commercial questions by creating content that adds an authoritative perspective to a quick answer. You can do so in several ways:

  • By adding quotes
  • By offering quantitative data
  • By simplifying jargon

2. Create more complex, longer-form content

The best brands today are building online content that speaks to the deeper needs of their customers. This type of content addresses nuanced questions, industry challenges or strategic insights that aren’t easily summarized in a single AI Overview.

Longer-form content includes pillar pages, comprehensive guides, and detailed blog posts – resources that establish your authority and differentiate your expertise from competitors. These pages should be designed to:

Break down broad topics into detailed subtopics. For instance, a blog on “Sustainable Supply Chain Strategies” could include case studies, best practices, and industry predictions.

Use diagrams, videos, and infographics to make complex information more engaging and digestible.

Add tools like calculators, quizzes, or interactive charts to provide a hands-on experience for users.

Such in-depth resources appeal to potential clients who are seeking comprehensive insights and practical applications beyond the surface-level answers offered by AI Overviews.

3. Create high-quality gated content

Gated content is specifically closed to Google, meant for exclusive use on your website and in your marketing funnel. This could be whitepapers, exclusive training videos, or industry-focused resources. Use these assets to drive conversions and build loyalty by demonstrating your value as a partner.

Gated content strategies might include:

  • Offering valuable downloads
  • Hosting webinars
  • Creating membership-only resources

While studies show that AI Overviews will reduce Google traffic to publishing websites (a trend we’re also seeing in some of our own client data), the traffic that does arrive will be much more motivated and engaged. Your new metrics need to be focused on engagement and conversions, not traffic or visits. Doing that will give you a better picture of your content’s actual effectiveness and help you chart a successful path forward in this new era of digital marketing.

John Osako is president and CEO of Informatics Inc., a digital agency based in Cedar Rapids. Contact him at [email protected].