Large Language Models (LLMs) and GenAI are shaking up brand visibility. The rules for discovery are changing as people rely more on AI search and summaries to gather information. This is a major shift, and it won’t be enough to rewrite content in a Q&A format. Marketers will need to rethink the foundation of their content marketing efforts: messaging strategy.
The good news here? It’s not the first, second, or even third time this has happened.
The Evolution of Content Marketing
My first stint in marketing coincided with the early days of internet marketing, just about the time marketing pros were realizing websites needed to be dynamic to be “sticky.” The transition from “website-as-a-brochure” to “website-as-an-educational-tool” for B2B buyers was underway.
“Content marketing” as a term hadn’t been coined yet, but we quickly realized we needed to update our website regularly with new articles for it to be found in search engines. Search engine optimization (SEO) was in its infancy, but it would evolve rapidly in its first few years.
In those early days, product messaging still focused on features and functionality, but it too would soon evolve. With information about competing products easier to find, smart marketers refocused the discussion on problems the buyer was trying to solve. Benefit-driven messaging became the best practice because it served the interests of target audiences – not the brand.
Now, LLMs and GenAI are changing search yet again, which means we need to think differently about how we craft messages in a way that best helps our buyers get the information they need. That’s because more people are chatting with their favorite GenAI service or AI agent and trusting them to find answers to their questions.
It’s a trend we can’t ignore. AI-referred traffic jumped 527% in the first five months of 2025, compared to the same period last year, according to an analysis conducted by Previsible. An even more intriguing finding? Health, finance, legal, SMB, and insurance accounted for 55% of all LLM-driven sessions. Previsible found users are asking “contextual, trust-heavy, consultative” questions.
People aren’t approaching GenAI as a casual conversation with a standard chatbot. They’re engaging with much higher expectations. They see GenAI as being capable of holding a sophisticated back-and-forth discussion that results in expert advice.
Marketers will need to create higher-value content built on in-depth industry knowledge, vast subject matter expertise, and extensive client experience. Once again, it’s time to rethink your B2B messaging strategy and rebuild the foundation. This won’t be an easy task, and it’s going to take some time, but here’s where to start.
4 Ways to Create LLM- and GenAI-Ready Messaging
1. Answer the questions your buyer has.
The most effective messaging focuses on buyer pain points and aligns with your solution benefits. That’s still a best practice, but I challenge you to take a step back and put yourself fully in the mind of the buyer at the start of their journey. How are they thinking about their problem? What language and terms are they using? How are they framing the questions they have? What questions do they start with and what are their follow ups? How do they interrogate GenAI to get precisely the guidance they need?
Getting yourself in the same headspace as your target audience can help you develop messages that dive deep into the specifics of the buyer’s mindset and problem.
2. It’s a conversation, so speak like a human.
We’re all sick of meaningless corporate speak, and as it turns out, generative assistants aren’t fans either. That’s because clarity is a priority – and if your key messages are steeped in jargon, AI is likely to favor other sources.
Keep in mind that buyers aren’t typing questions into a little white search box, they’re engaging in voice conversations with their AI assistant. Be sure your messaging sounds like it has been written by a human.
3. Invest more in trust-building activities.
Okay, okay, so this isn’t new exactly, but it’s more relevant than ever. AI isn’t looking for unvetted content, it’s looking for expertise and knowledge that has authority and credibility. It’s not enough to publish on your site, you must get authoritative, trustworthy third-party websites to cite your thought leadership.
To earn this validation, you can’t simply write messaging in a vacuum. Effective brand messaging reflects a deep understanding of your buyer, the competitive marketplace, and the forces and headwinds affecting it.
Another key skill: Being able to identify what’s “newsworthy” to journalists and influencers. That’s the best way to ensure they’ll cite your thought leadership.
4. Adapt, evolve, and stay ahead.
We’re still in the early phases of this evolution. Taking note of the changes in how people discover your brand is the first step. We’ve always advocated for regular reviews of messaging, perhaps once or twice a year. But GenAI and LLMs are evolving quickly, and you can’t afford to let your messaging become static. Instead, constantly review your messaging strategy and adjust quickly for new realities.
Be an LLM-Friendly Messaging Leader
GenAI and LLMs are changing rapidly and represent a significant shift in how we craft our messaging. When you understand your buyer’s mindset and how the conversation flows, you’ll create stronger messaging and more relevant content that rises to the top of the AI summary.
