Sarah L Parker

Sarah L ParkerAug 10, 2026

Your readers already assume your bylines are fake. AI has completely transformed how we perceive trust in B2B content. If we read low quality content before AI, at least we knew that someone had laboured over it, regardless of the quality. We knew they cared, or at least their employer cared enough to pay them. And that mattered. When content can be generated without cost by a bot and published at a rate faster than it can be consumed, we know there’s little to no emotional investment in us, the collective audience. Now this has caused a byline crisis. A Trusting News study found that 94% of readers want disclosures on content that’s AI-written. But the Reuters Institute research surfaced that only 12% of readers are comfortable with fully AI news. So, what does this mean for B2B content? 47% of B2B buyers now trust online resources less than they did a year ago. (TrustRadius, 2026). The trust deficit arrives before they read a single word. The content teams still investing in interviews, original data, and executive points of view aren't doing it because it's efficient. They're doing it because they understand what trust actually costs to rebuild. What are you doing to rebuild trust?

Sarah L ParkerAug 19, 2026

I speak to content teams a couple of times a week and how to appear in AEO/GEO is usually their top concern. But it's not an easy fix, largely because LLMs value completely different formats to those traditionally prioritised in SEO programmes. That's the strategic challenge that most content teams are running into as buyer research moves into LLMs. The instinct is to treat this as an SEO problem: publish more, chase different keywords. But domain rating, backlinks, and keyword density only explain 4 to 7% of why content actually gets cited. The signals have changed, so now your formats need to follow. This is the crucial point: LLMs cite earned media over owned content by roughly 3.5 to 1. So the job isn't just to publish anymore. It's to produce something someone else finds worth citing. I break this down in the latest edition of The Content Insider: what's driving the shift, the four content decisions that determine whether you get cited, and how to measure visibility when 93% of ChatGPT research ends without a single click. If the content funnel has fundamentally changed, how much of your backlog is still influencing buying decisions?

Sarah L ParkerSep 2, 2026

A January 2026 study by Omniscient Digital of 23,387 AI cited sources found that when buyers ask what customers think about a brand, LLMs cite earned media 82% of the time. Not owned content. Not keyword rankings. Earned media. Claire Williamson, co-founder of Resonance and Agentcy, has watched PR cede its own territory twice. Once to SEO teams, when Digital PR got defined by links and coverage instead of what PR actually does. Now, to whoever picks up AEO by default. Citations. Credibility. Third party validation. These aren't SEO signals or content signals. They're PR signals, and PR has always known how to build them. "We should be owning it," Claire told me. "It's about citations, it's about making sure that you are looking credible in front of the LLMs." Most companies are letting AEO default to whoever's already in the room, usually content or the SEO agency. That's exactly what happened last time. Who in your organisation is responsible for making sure your brand gets described accurately when someone asks an LLM about you? I go deeper on this with Claire in today's Content Insider.