CMSWire: Why Does More Owned Content Cap Your Answer Engine Visibility?

This article was written for CMSWire by Greg Kihlström. Read the full article here.

What share of the sources behind your brand's AI mentions point back to your own website? Chances are, that number is declining, catching many by surprise.

I rarely see that number on a marketing dashboard. Spotlight's new report, Influence Orchestration, sets a threshold. Spotlight analyzed AI answers about 915 B2B technology vendors across 10 categories and six AI assistants. Among vendors whose own content made up less than half of the sources behind their mentions, the top performer in each group reached between 54% and 69% visibility. Once owned content passed 50%, the best any vendor reached was 24%.

Spotlight released the report at its fourth annual Summit, held Sept. 14–16 at Hotel Kansas City, the restored 1922 Kansas City Club building downtown. I spent three days in its Gothic Revival ballrooms and 1920s-styled lounges, a change from the convention centers where I spend most of my conference season. The agenda ran on three tracks (Influence, Advocacy and Visibility) for analyst relations and customer advocacy leaders, two groups that often report to different executives.

This article was written for CMSWire by Greg Kihlström. Read the full article here.