Why Generic Content Can't Win AI Search

Jun 10

Generic content is invisible in AI search. The brands getting cited and recommended by ChatGPT, Perplexity, and Claude are the ones writing hyper-specific, positioning-first content that says something no one else does.

In this episode of the VISIBLE podcast, I sit down with Kateryna Abrosymova, founder of Zmist & Copy, a B2B tech content agency that starts every engagement with positioning before a single word gets written.

We get into why broad positioning kills your AI visibility, how to run expert interviews that pull out genuinely unique insights, and where AI actually helps in content production versus where it falls apart.

If you run a B2B SaaS company or a content agency and you're trying to figure out how to show up in LLM answers, this one is for you.

What we cover:

00:00 Kateryna's journey from writer to agency founder

01:18 Why Zmist & Copy does strategy, not pure SEO

02:07 Why positioning comes before any content

04:21 Positioning clarity as a direct input to LLM recommendations

06:15 Designing interviews that pull unique insights from experts

10:13 Story-driven content and naming your frameworks

10:51 Sales call analysis and why ICP language wins in LLMs

13:09 Citation vs recommendation: the difference that matters

14:19 Where AI helps in production (context engineering, not prompts)

19:30 How to find and train writers who produce differentiated content