Issue 5: The words you did not write
This week we published six posts: two on AI search (schema markup and comparison pages), three on go-to-market (voice of customer research, meeting note takers, and AI-written LinkedIn posts), and one on TikTok ads for B2B. Five of them ended up in the same place, where the most useful words on the page were ones the company did not write itself.
Key takeaways
- A fair comparison page uses the buyer's criteria and says plainly where the competitor is the better pick.
- A post reads as yours when it carries an input no model could guess, like a buyer's exact words.
- Whether schema helps a page with no AI citations earn its first one is a question this data cannot answer.
- Fathom and Granola can find a buyer's exact words across calls and link back to the moment they were said.
- Only 8 percent of B2B marketers planned to invest in TikTok in 2025, by HubSpot's count as ContentGrip reports.
This week
In IT and solutions services, a company's own pages were 2 percent of the top sources AI engines cited, in the Trendos breakdown of 107 million AI answers that Search Engine Journal ran as a sponsored post on August 27. Community content such as forum threads took 51 percent and independent editorial and reference sources took 47 percent, so in that one industry nearly everything an assistant drew on was written by someone other than the brand. Both AI search pieces this week leaned on that number, and the three go-to-market pieces reached the same place from the writing side. A LinkedIn post reads as yours when it carries a buyer's exact words, and Fathom and Granola can already find those words across calls and link back to the moment they were said. None of the note takers we looked at writes the post, though, so that step is still yours. We have not settled how much of a buyer's quote a team should publish without asking the customer first, and after a week of writing about quoting buyers it is the question we most want answered.
Do comparison pages help you get cited by AI tools?
Buyers ask AI tools to compare vendors, and a brand's own pages are rarely the source. What G2 and Trendos found, and how we write a fair comparison page.
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Why does AI-written LinkedIn content all sound the same?
AI drafts with no real input fall back on the same LinkedIn structures. What Originality.ai and LinkedIn found, and what gives a post a real point of view.
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Does schema markup help you get cited in AI search?
Ahrefs tested 1,885 pages that added JSON-LD against matched controls. What it found for ChatGPT and Google, and what earns AI citations instead.
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Can a meeting note taker write your marketing content?
Fathom, Granola, and Fireflies turn sales calls into recaps and searchable notes. We look at what each one outputs and what a call still needs to become a post.
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Is TikTok worth it for B2B paid ads?
When TikTok is worth a funded test for a B2B company, which products suit a short video feed, how to budget it next to Meta, and how to judge it on pipeline.
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What is voice of customer research for a small B2B team?
How a small B2B team can run voice of customer research from the sales calls and support tickets it already has, and what to do with the words customers use.
Read more →About Corvan
Corvan makes Corvan AI, AI agents that run your marketing: they plan your campaigns, write every post in your voice, and show you which posts booked meetings. The team also runs go-to-market services: consultation, ad operations, and AI search ranking. Every piece under Resources is written by the team that runs the work, with sources. Meet the team on the team page, or read what it returned for Drive Me Barcelona.
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