Generative AI & Content for SMEs: From Pillar Content to Conversational Content

AI is transforming the way people fulfill their informational needs, search, choose, buy, and interact with brands — both large and small. For SMEs, it’s not just about “using AI to create content,” but about redesigning their content strategy in a landscape where conversational formats, real-time interactions, and personalization are replacing the traditional model of structured, SEO-oriented, and long-term planned content (such as pillar content). In this session, we’ll explore the key steps to update your content strategy in order to effectively engage with emerging touchpoints such as chatbots, AI-generated overviews in traditional search engines, ChatGPT & similar platforms — where dynamic, real-time "content flows" dominate.