How to Create Content That Wins in GenAI Summaries: Strategies for Differentiation

In my last post, I explored how Generative AI (GenAI) is transforming search engines into summary machines, delivering concise answers that often bypass traditional website visits. With 65% of consumers starting their buying journeys on search engines, brands that fail to appear in these AI-generated summaries risk losing visibility and relevance. I emphasized the need for unique, high-value content to stand out in this new era. But what does “unique content” really mean, and how can marketers create it to win in GenAI summaries? In this post, I’ll share practical strategies for crafting differentiated content that captures AI algorithms and customer attention alike.

The GenAI Content Challenge

GenAI tools like Google’s Search Generative Experience (SGE) and Perplexity don’t just rank websites—they synthesize information into succinct summaries that answer user queries directly. This shift reduces click-throughs to websites, with studies showing that up to 40% of searches now result in zero clicks due to AI summaries. For marketers, the challenge is clear: your content must be so compelling, authoritative, and relevant that it becomes the source AI chooses to summarize.

Creating such content isn’t about gaming algorithms with keyword stuffing or generic blog posts. It’s about delivering value that stands out in a sea of noise. Here are four strategies to differentiate your content and dominate GenAI summaries.

1. Leverage Proprietary Data and Insights

One of the most effective ways to create unique content is to offer insights no one else has. Proprietary data—whether from customer surveys, internal analytics, or industry research—positions your brand as a primary source of truth, making it more likely to be prioritized by AI algorithms.

How to Do It:

• Conduct Original Research: Run surveys or analyze your customer data to uncover trends. For example, a SaaS company might publish a report on how small businesses adopt AI tools, based on its user base. This approach generates exclusive content while fostering customer alignment, ensuring your product evolves in sync with user needs and maintains strong communication.

• Share Unique Case Studies: Showcase customer success stories with measurable outcomes, such as “boosted revenue by 25%” or “cut onboarding time by 30%.” Quantifiable results enhance credibility and capture AI and audience attention.

• Create Industry Benchmarks: Aggregate data to provide benchmarks, like average conversion rates in your sector, that competitors can’t replicate.

Example:

HubSpot’s annual “State of Inbound Marketing” report is a masterclass in proprietary content. By surveying thousands of marketers, HubSpot delivers unique insights that AI tools frequently cite in summaries for queries like “marketing trends 2025.” The result? HubSpot dominates search visibility and reinforces its authority.

Actionable Tip: Start small by analyzing your CRM data or running a quick customer poll. Publish a short blog post or infographic with one key insight to test the waters.

2. Tell Compelling Stories That Resonate

GenAI doesn’t just prioritize facts—it values content that engages users emotionally. Storytelling humanizes your brand, making it memorable to both customers and AI algorithms that analyze user engagement metrics like dwell time and shares.

How to Do It:

• Focus on Customer-Centric Narratives: Share stories that reflect your audience’s challenges and aspirations. A B2B brand might describe how a client overcame a specific pain point using its solution.

  • Actionable Tip: Collaborate with customer success, account executives, retail, and other client-facing teams to uncover powerful narratives. Define the types of stories each role should contribute (e.g., problem-solution wins for account executives, loyalty anecdotes for retail). Incentivize proactive idea-sharing with recognition or rewards, fostering a culture where content creation is a company-wide effort, not an isolated task.

• Use Vivid, Relatable Details: Avoid generic language. Instead of “we helped a client grow,” say, “we helped a family-owned bakery double online orders during the holidays.”

• Incorporate Visuals: Pair stories with infographics or videos to boost engagement, as AI often pulls from multimedia-rich content.

Example:

Patagonia’s blog posts about environmental activism, like their “Stories from the Field” series, weave customer and employee experiences into powerful narratives. These posts rank highly in AI summaries for eco-conscious queries because they combine emotional storytelling with authoritative insights.

Actionable Tip: Interview a customer or employee for a 500-word story about a real-world challenge your brand solved. Publish it with a strong headline and a shareable image.

3. Optimize for Intent-Driven Queries

GenAI summaries are designed to answer specific user intents, such as “how to,” “what is,” or “best options for.” Content that directly addresses these intents—while offering depth and clarity—has a higher chance of being featured.

How to Do It:

• Identify High-Intent Keywords: Use tools like AnswerThePublic, SparkToro or Google Keyword Planner to find questions your audience asks, such as “best CRM for small businesses.”

• Structure Content for Skimmability: Use clear headings, bullet points, and concise paragraphs to make answers easy for AI to parse. For example, a section titled “Top 3 Features to Look for in a CRM” is AI-friendly.

• Answer Questions Directly: Start with a clear answer, then expand with details. For instance, “The best CRM for small businesses is [X] because it offers [Y]. Here’s why…”

Example:

Wirecutter’s product reviews, like “The Best Wireless Headphones for 2025,” excel in AI summaries because they directly address buyer intent with structured, evidence-based content. Their clear format and authoritative tone make them a go-to source for AI tools.

Actionable Tip: Write a 700-word guide answering a common question in your industry, using a “problem-solution-benefit” structure. Optimize it with schema markup to enhance AI discoverability.

4. Build Authority Through Consistent Thought Leadership

GenAI favors brands with established credibility, as algorithms assess factors like domain authority and content consistency. Regular thought leadership content—blogs, whitepapers, or webinars—signals expertise and keeps your brand top-of-mind.

How to Do It:

• Publish Consistently: Aim for a realistic cadence, like one in-depth post per month, to build a content library.

• Engage with Trends: Comment on emerging topics in your industry, such as new GenAI tools or regulations, to stay relevant.

• Amplify Through Channels: Share content on LinkedIn, X, Instagram, TikTok or industry forums to boost engagement, which AI algorithms factor into rankings.

Example:

Moz’s blog consistently publishes SEO-focused thought leadership, like “The Future of Search in 2025.” Their frequent, high-quality posts make them a staple in AI summaries for SEO-related queries, reinforcing their authority.

Actionable Tip: Commit to a quarterly content calendar with one thought leadership post per month. Repurpose each post into a LinkedIn article or X thread to maximize reach.

Measuring Success in the GenAI Era

Creating differentiated content is only half the battle—measuring its impact is key. Track these metrics to gauge performance:

• Search Visibility: Use tools like Ahrefs or SEMrush to monitor if your content appears in AI summaries or featured snippets.

• Engagement Metrics: Look at dwell time, social shares, and comments to assess audience resonance.

• Conversions: Measure whether content drives leads or sales, indicating alignment with customer intent.

The Path Forward

The GenAI era demands a new approach to content creation—one that prioritizes uniqueness, relevance, and authority. By leveraging proprietary data, telling compelling stories, optimizing for intent, and building thought leadership, you can position your brand to win in AI-driven summaries. The brands that thrive will be those that treat content as a strategic asset, not a checkbox.

Start small: pick one strategy from this post and test it with your next piece of content. Over time, these efforts will compound, ensuring your brand remains visible and influential in the age of GenAI.