Content Quality Enhancement

Last week, I described four design patterns for AI agentic workflows that I believe will drive significant progress: Reflection, Tool use, Planning and Multi-agent collaboration. Instead of having an LLM generate its final output directly, an agentic workflow prompts the LLM multiple times, giving it opportunities to build step by step to higher-quality output. Here, I'd like to discuss Reflection. It's relatively quick to implement, and I've seen it lead to surprising performance gains. You may have had the experience of prompting ChatGPT/Claude/Gemini, receiving unsatisfactory output, delivering critical feedback to help the LLM improve its response, and then getting a better response. What if you automate the step of delivering critical feedback, so the model automatically criticizes its own output and improves its response? This is the crux of Reflection. Take the task of asking an LLM to write code. We can prompt it to generate the desired code directly to carry out some task X. Then, we can prompt it to reflect on its own output, perhaps as follows: Here’s code intended for task X: [previously generated code] Check the code carefully for correctness, style, and efficiency, and give constructive criticism for how to improve it. Sometimes this causes the LLM to spot problems and come up with constructive suggestions. Next, we can prompt the LLM with context including (i) the previously generated code and (ii) the constructive feedback, and ask it to use the feedback to rewrite the code. This can lead to a better response. Repeating the criticism/rewrite process might yield further improvements. This self-reflection process allows the LLM to spot gaps and improve its output on a variety of tasks including producing code, writing text, and answering questions. And we can go beyond self-reflection by giving the LLM tools that help evaluate its output; for example, running its code through a few unit tests to check whether it generates correct results on test cases or searching the web to double-check text output. Then it can reflect on any errors it found and come up with ideas for improvement. Further, we can implement Reflection using a multi-agent framework. I've found it convenient to create two agents, one prompted to generate good outputs and the other prompted to give constructive criticism of the first agent's output. The resulting discussion between the two agents leads to improved responses. Reflection is a relatively basic type of agentic workflow, but I've been delighted by how much it improved my applications’ results. If you’re interested in learning more about reflection, I recommend: - Self-Refine: Iterative Refinement with Self-Feedback, by Madaan et al. (2023) - Reflexion: Language Agents with Verbal Reinforcement Learning, by Shinn et al. (2023) - CRITIC: Large Language Models Can Self-Correct with Tool-Interactive Critiquing, by Gou et al. (2024) [Original text: https://lnkd.in/g4bTuWtU ]

The biggest lie in content marketing is the "AI content machine" that automatically turns one big piece of content into ten small ones. Last year: ▪️ I got 9M+ impressions on my LinkedIn posts ▪️ Ahrefs Blog got 3M+ unique visitors ▪️ Ahrefs YouTube channel got 3.5M+ views …which hopefully gives me enough credibility to call out bogus content marketing tactics. Enter the problem: There’s this notion that you can take a single long-form piece of content (a sales call or a podcast interview) and use AI to break it down to lots of short-form content like social posts, articles and email newsletters. That works, yes. But the content you get is royal sh*t. That long-form piece of content just doesn’t have enough signal to break it down to lots of smaller pieces that would perform well. You're just spreading one vague idea thinner and thinner across different channels. So at Ahrefs, we do the opposite. We turn SMALL into BIG: 1. Start with a LinkedIn post. Test your idea. Test the way you frame it. See if anyone cares. Read what people say in the comments. 2. If the post resonates, turn it into a full article. Use the comments as your brief. People literally tell you what's missing, what's confusing, what they want more of. 3. Take your five best articles and rework them into a conference talk. Five validated ideas in one presentation - that’s pure signal. 4. Then discuss that presentation on a podcast. New format, same proven ideas, but now with the depth of a real conversation. 5. Take a few presentations and you got yourself a video course. Get the idea? With every step you add more: more signal, more context, more depth. If you want to create meaningful content with AI, you should configure your "content machine" to work from small to big, not the other way around. …or at least that's what works for us at Ahrefs.

the person killing your marketing-sourced deals has never spoken to your sales team. they're the "hidden buyers". finance, legal, procurement folks who influence purchases but fly under your marketing radar. and they're torpedoing 40% of b2b deals due to internal misalignment. LinkedIn and Edelman just dropped research that changes how we should think about b2b marketing. surveying 2,000 management-level professionals, they found these hidden buyers are way more active than we assumed. 𝘁𝗵𝗿𝗲𝗲 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀 𝘁𝗵𝗮𝘁 𝗰𝗮𝘂𝗴𝗵𝘁 𝗺𝘆 𝗮𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻: 1/ 𝗵𝗶𝗱𝗱𝗲𝗻 𝗯𝘂𝘆𝗲𝗿𝘀 𝗮𝗿𝗲 𝗷𝘂𝘀𝘁 𝗮𝘀 𝗲𝗻𝗴𝗮𝗴𝗲𝗱 𝗮𝘀 𝘆𝗼𝘂𝗿 𝘁𝗮𝗿𝗴𝗲𝘁 𝗯𝘂𝘆𝗲𝗿𝘀 📚 55% of hidden buyers use thought leadership as part of their vetting process (vs 56% of target buyers). they're not passive box-checkers... they're actively researching and forming opinions about vendors. 2/ 𝘁𝗵𝗲𝘆 𝘁𝗿𝘂𝘀𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗺𝗮𝘁𝗲𝗿𝗶𝗮𝗹𝘀 🎯 64% of hidden buyers trust thought leadership content more than marketing materials when assessing capabilities. 3/ 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘀𝗵𝗼𝘄𝘀 𝘁𝗵𝗲𝗺 𝗵𝗼𝘄 𝘆𝗼𝘂 𝘁𝗵𝗶𝗻𝗸, 𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂 𝘀𝗲𝗹𝗹 💡 73% say thought leadership is one of the best ways to get a sense of the type and calibre of thinking you'll deliver to clients. they're evaluating your brain, not just your features. a takeaway: your content strategy needs to serve two masters. write for the technical expert who'll use your product, but also for the finance director who'll approve the budget (cue "CMO and CFO needs to be besties" argument). plus point: focus on thought leadership from your people (ie, 𝘵𝘩𝘦𝘪𝘳 𝘱𝘦𝘳𝘴𝘰𝘯𝘢𝘭 𝘢𝘤𝘤𝘰𝘶𝘯𝘵𝘴). not from the corporate account. show expertise while staying human. remember: that hidden buyer you've never spoken to? they might be the one who kills your deal in a meeting you're not invited to.

Here’s my hack to use ChatGPT to create industry-specific insights from a dense study: This research offers a framework to optimize online content for generative search - a question I’m asked a lot! I pasted the link into Chat (paid version) and asked, “What could a destination marketing organization do to capitalize on these findings?” The output was four broad approaches suggested by the study to use stats and attribution to improve credibility with generative search engines. I then asked Chat to break down each of the approaches into actionable steps for a DMO: ✨ Identify High-Interest Topics: Research frequently asked questions about the destination that travelers often seek. Use tools like Google Trends, keyword research platforms, or insights from social media and travel forums. ✨ Incorporate Clear, Reliable Citations: Ensure all facts, statistics, and claims are backed by reputable sources. Generative engines favor content with authoritative references, so use links to official sites, government data, or well-regarded publications. ✨ Use Structured Data: Implement schema markup on your web pages. For DMOs, relevant schemas might include “TouristDestination,” “Event,” or “Place.” Structured data improves how well content is indexed and featured in GEs. ✨ Create Data-Rich and Visual Content: Include statistics about visitor numbers, spending, or local trends that GEs could pull directly into results. Visual elements like graphs or maps can be described with alt text to enhance GE indexing. Give this a shot and let me know how it turns out - and try asking for specific examples for your destination or business! #destinationmarketing

🇪🇺‼️The Der Gerichtshof der Europäischen Union has just issued its Grand Chamber judgment in Russmedia Digital (C-492/23), and it is in my humble opinion one of the most significant #GDPR rulings this year concerning on the responsibilities of online platforms under data #privacy law. ⚖️The Court concludes that an operator of an online marketplace is a data controller for the personal data contained in user-generated advertisements published on its platform. This applies even where the platform does not create or select the content and even where the advertiser is anonymous. The decisive factor is that the ad becomes public only because the platform chooses to make it accessible, and the operator can commercially exploit the published data. 💡On that basis, the Court examines the operator’s obligations through Articles 5(2), 24–26 and 32 GDPR. It holds that marketplace operators are joint controllers with users who upload advertisements, and that they must ensure compliance with the GDPR before an ad is published. The Court interprets data protection by design and the accountability principle broadly, leading to clear ex ante duties. The operator must identify whether an ad contains sensitive data in the sense of Article 9(1) GDPR, verify whether the advertiser is the data subject, and, if not, verify whether the data subject has given explicit consent. If explicit consent is not demonstrated and no other Article 9(2) exception applies, the platform must refuse publication. The judgment therefore establishes that controller obligations include proactive verification of identity and the lawfulness of sensitive-data processing. 💡The Court then links this preventive approach with Article 32 GDPR. Because once-sensitive data are online they can be copied widely and become difficult to erase, the platform must adopt appropriate technical and organisational measures to prevent or limit copying and unlawful re-publication by third parties. While GDPR does not require absolute security, it obliges controllers to consider tools that can technically hinder copying or automated extraction of content. This significantly expands the expected security posture of platforms hosting sensitive data. 📍The Court clearly departed from the Advocate General’s Opinion. AG Szpunar had proposed that marketplace operators act merely as processors and should not be subject to proactive identity or content verification duties. Instead, the Court adopted a far more expansive interpretation of controller responsibility, rejecting the AG’s narrower approach and imposing full ex ante obligations on platforms.

Semi hot take: most “content marketing” is just a socially acceptable way to avoid talking to your buyers. You’ll run a 6-month campaign, spin up 20 assets, hire an agency… …but won’t spend 60 minutes actually interviewing the humans you want to sell to. Then we all act shocked when: -Nurture emails don’t convert -eBooks don’t get finished -“Thought leadership” gets 3 likes and 0 pipeline Here’s the uncomfortable truth: If your content doesn’t create or deepen relationships, it’s a vanity project. Reality is.. Logos don’t build trust. Landing pages don’t build trust. Conversations build trust. I don’t care how “strategic” your content calendar is — if it’s 95% internally authored and internally sourced, you’ve basically decided that: Your team’s opinion > your market’s reality You’re optimizing for asset volume, not relationship density. This is what we are 100% in on at Outlever And If I was running content at a B2B company today, my rule would be brutal and simple: 👉 No net-new asset gets created unless at least one external practitioner is in it. Customer, prospect, partner, advisor, operator — doesn’t matter. If there’s no outside voice, the piece goes back in the draft pile. Want something that actually moves pipeline? Try this instead of “Q3 Content Campaign”: Build a list of 50 accounts you want Find 1–2 operators at each Invite them into a small research panel, roundtable, or “state of the industry” report Make them the hero: their quote, their story, their name Now your “content strategy” is: 50+ warm relationships 50+ people with a social incentive to share your asset 50+ internal champions who already had a smart, non-sales conversation with you Call it content marketing if you want. I call it pipeline disguised as research. Let the rest of the market keep A/B testing subject lines on cold nurtures. The real game is figuring out how many relationships you can build per asset shipped. 🚢

After managing hundreds (maybe thousands) of SEO campaigns… I've distilled content creation down to a science. Here are 6 core pillars that actually move the needle: 1. Smart Keyword Selection Search volume is a vanity metric. Focus on these factors instead: • Relevance to your business goals • Commercial intent signals • Click-through rate potential Pro tip: 60% of Google searches end without a click. Pick keywords where people actually click through to websites. 2. The Uniqueness Factor Google's drowning in AI-generated content. Your advantage? Being genuinely different. Here's how: • Conduct original research (even small studies work) • Share first-hand experience and opinions • Create fresh data sets • Build user-generated content around polarizing topics AI can't replicate human experience. Use that. 3. Perfect Intent Matching Want to rank? Match the format that's already working (while adding your unique spin). Simple process: • Search your target keyword • Study the top 3 results • Note the content format (list, guide, comparison) • Create something similar but better If Google shows informational content, don't try to rank commercial pages. Work with the algorithm, not against it. 4. Content Quality Standards Great content isn't about word count. It's about clarity and engagement: • Write like you're talking to one person • Use simple language (no jargon) • Break up text with headings and bullets • Add visuals that actually add value • Edit ruthlessly 5. Topic Authority Building One great page isn't enough. Build supporting content around your main topic: • Start with branded keywords (easiest wins) • Target competitor comparisons • Create problem-aware content • Build educational resources Each piece should link to others, creating a content hub that Google loves. 6. Technical Foundation All the great content in the world won't rank if your technical SEO is broken: • Page speed under 3 seconds • Mobile-first design • Proper URL structure • Internal linking strategy • Schema markup where relevant Stop pumping out random blog posts. Start building strategic content assets that serve your business goals. Every piece should either educate your audience or move them closer to becoming customers.

Your content might be great. But if it’s not complete, it’s invisible. I see this mistake all the time: → Teams push out solid content. → It’s optimized for keywords. → It reads well. → Yet it fails to rank or convert. Why? Because they’re not solving for content gaps, the silent killers of SEO performance. Content gaps are what your audience expects, but your content misses. It could be: → An unanswered question → A missing perspective → A pain point buried in your site search → Or a comparison your competitors already covered And here’s the hard truth: If you're not identifying and filling these gaps regularly, your competitors will… and they’ll rank better for your own topics. In this carousel, I break down: → What content gaps are → How to find them (with and without tools) → Real techniques beyond SEO tools—like internal data and customer insights → And a 5-step action plan to close those gaps strategically This isn’t a fluff checklist, it’s what I use in live audits to increase visibility and ranking stability. If you’re in SEO, content, or growth marketing, this framework belongs in your toolkit. Swipe the carousel → apply what fits → and track the lift. Follow Sushil Dahiya for more SEO and marketing tips! #SEO #ContentMarketing #ContentStrategy #DigitalMarketing #SearchIntent #MarketingLeadership #ContentAudits #OrganicGrowth #MarketingTips

You might think that if your content doesn’t get many likes, it doesn’t matter. But according to the newly released report from LinkedIn and Edelman, the people who aren’t engaging publicly with your posts might just be the ones with the most power to affect your business behind the scenes. They’re called “hidden buyers,” and they’re not your typical lead. These are internal influencers, think legal, compliance, finance, and operations execs, who may not hold the final pen, but often hold the unofficial veto. Here’s what stood out from the report: 💡 63% of hidden buyers spend over an hour a week consuming thought leadership. Just like target buyers, they’re doing their research. Quietly. 💡 95% of them say high-quality thought leadership makes them more receptive to outreach. 💡 71% trust thought leadership more than traditional marketing when evaluating capabilities. 💡 79% will advocate for you in the RFP process if you consistently produce great content. 💡 And 91% say quality thought leadership helps them uncover challenges they didn’t even know they had. So what does this mean for the HNW life insurance space, especially for those who serve a complex web of clients, attorneys, CPAs, RIAs, and family office teams? 👉 It means that just because you're not seeing visible engagement on LinkedIn, it doesn’t mean your content isn’t doing its job. Your audience might not clap, but they’re watching. 👉 It means that the advisor who’s never commented is the one telling the principal you’re the best-kept secret in the market. 👉 And it means that if you’re not investing in thought leadership (posts, videos, webinars, or even sharp one-pagers) you’re missing the opportunity to influence exactly the kinds of people who make (or break) deals. Bottom line: If you're in a trust-based, long-cycle business like HNW life insurance, you're not marketing for likes, you're marketing for influence. And sometimes the most important buyers are the ones you never see. #ThoughtLeadership #LifeInsuranceMarketing #HNWClients #LinkedInStrategy #InvisibleInfluence

If your website isn’t driving engagement, attracting clients, or positioning you as a trusted authority, chances are it’s missing one thing: valuable content. A static website is just an online brochure - it sits there, waiting to be found. But when you add useful, well-researched content, it transforms into a powerful business development tool. Here’s how to do it right: 1. Build a Strategy That Works: Great content doesn’t happen by accident. Your plan should align with your audience’s needs, your expertise, and your resources (time, people, and budget). A content calendar keeps you consistent, so you’re always top of mind. 2. Prioritize Research-Driven Content: Opinion pieces can be interesting, but data-backed insights and original research build credibility. If you want your content to get shared, bookmarked, and cited, focus on providing real value such as new information, deep expertise, and actionable takeaways. 3. Use Multiple Formats to Reach More People: Not everyone consumes content the same way. Some people prefer in-depth articles, while others engage with videos, podcasts, or infographics. Repurpose your best ideas across different formats to maximize reach and impact. 4. Curate, But Add Your Expertise: Sharing industry news, expert interviews, and event takeaways is a smart way to add value—but don’t just repost. Layer in your own insights to make it meaningful for your audience. Thoughtful curation strengthens your brand as a go-to resource. 5. Never Publish Without Editing: Typos and unclear messaging can hurt your credibility. Take the extra step to review your work (or have someone else do it) before publishing. Professionalism matters. 6. Publish With Purpose: A great piece of content means nothing if no one sees it. Optimize your posts with search-friendly URLs, embed videos strategically, and make sure everything is easy to find. Then, share it where your audience is - on LinkedIn, in email newsletters, and beyond. Content builds trust, and trust leads to business. If your website isn’t actively helping you attract opportunities, it’s time to rethink your content approach. Done right, it can position you as the go-to expert in your industry. Let me know what you think of these tips in the comments below! #contentmarketing #personalbranding #legalmarketing #bestadvice