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Are marketers so focused on optimizing content for AI search engines that they're forgetting to create content people actually want to read?

In this episode of Found in AI, Cassie Clark welcomes Holly Enneking, VP of Marketing at Markup AI (formerly Acrolinx), to discuss how brands can balance AI search optimization with content quality, original perspectives, and a consistent brand identity.

Holly shares what her team has learned while transitioning a 20-year-old brand to a new identity, including how they're evaluating existing content, updating high-performing pages, and working to establish Markup AI's presence across traditional and AI search engines.

The conversation also covers Markup AI's early results, including a reported 30%+ increase in blog engagement over six months, stronger engagement from third-party content distribution, and gradual improvements in AI visibility.

In This Episode

• Why writing for humans still matters in AI search optimization
• How to balance GEO best practices with original insights and brand voice
• What happens to AI search visibility when a company rebrands
• How Markup AI is transitioning from Acrolinx while preserving valuable existing content
• How to decide which older articles to update, migrate, or retire
• The role of content structure, FAQs, metadata, and consistent brand messaging
• How to evaluate content engagement alongside AI search visibility metrics

One Thing to Try This Week

Choose five important pages from your website and ask:

1. Does this content still serve the audience we're trying to reach?
2. Does it offer something readers can't find on a dozen competing websites?
3. Does it accurately represent our brand and what we do today?

You may find that your next AI search content opportunity isn't a new article. It's improving something you've already published.

More from Cassie Clark Marketing

Need help with your AI search visibility strategy? Cassie Clark is an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. Explore AI search visibility audits, content strategy, and team training at Cassie Clark Marketing.

Join Cassie Clark for a free live training, How to Build an AI Search Visibility Strategy, on November 5, 2026, at 1 PM ET.

Learn how to identify relevant AI search opportunities, diagnose visibility gaps, establish a measurement baseline, and prioritize your next steps. Includes live Q&A.

Register for free: https://cassieclarkmarketing.com/ai-search-training/