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David McGuire is a business-to-business copywriting and creativity consultant, speaker and coach. He has spent the last two decades working as copywriter, trainer, creative director and strategist.
To quote one of his clients, “What David doesn’t know about B2B copywriting isn’t worth knowing.”
Recently, David has been researching how generative AI tools such as ChatGPT, Gemini and Claude have changed the way people search for information online – and what that means for B2B businesses who rely on their website to sell their products or services.
Having sifted through a dozen of online sources and cross-referencing advice from agencies, experts, academic papers and Google, he has condensed the most commonly agreed-on GEO writing strategies into a handy 12-point checklist for B2B copywriters – you can download a free copy here.
In this episode, we speak – among other things – about the transition from traditional SEO (search engine optimisation) to GEO (generative engine optimisation), the commoditisation of information-level content, and the need for well-structured, in-depth and authoritative content.
David also shares practical tips and examples of the specific things copywriters need to know about when creating AI-friendly B2B content.
If you’d like more tips on B2B copywriting, be sure to follow David on LinkedIn and visit his website Windhover B2B.
Chapters (auto-generated)
00:00 Introduction to AI and B2B Copywriting
02:51 The Shift from SEO to GEO
06:02 Understanding Generative Engine Optimisation (GEO)
08:53 The Importance of Quality Content in the AI Era
11:40 Navigating the New Landscape of B2B Marketing
14:49 The Role of Authority and Trust in Content
17:49 The Future of Gated Content and User Engagement
20:52 The Impact of AI on Research and Decision Making
23:49 Writing for Humans and Machines
26:47 The Hallmarks of Quality Writing
29:50 The Importance of Website Structure
32:51 Final Thoughts on Adapting to AI in Marketing
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit humanelanguage.substack.com
