AI search is changing the way businesses get found. Getting found is no longer just about ranking or driving traffic; it's about crafting content that speaks clearly to your audience and is structured well enough for AI to pull into search answers.

This matters more than ever, particularly for B2B marketers in tech, finance, healthcare, and enterprise services. AI-generated answers influence vendor shortlists, competitor comparison research, budgeting discussions, and executive decisions.

So, the real question becomes: How do you improve the chances of AI considering your content, from press releases to website pages, a reliable source?

One of the most effective ways is by applying the SOAR Content Framework™—a practical model built from real data, not theory.

Our recent case study that analyzed over 200,000 press releases and 13 million AI citations found that content following SOAR principles was up to 3.4 times more likely to be cited by AI.

Let's walk through how to apply each step to your next piece of content.

Structure: Make Your Content Easy for AI to Understand

AI extracts information the way a spreadsheet would—not the way a reader does.

When your content is structured clearly, it's far easier for AI to identify the basics and reuse them accurately.

Here are simple ways to strengthen your content structure.

• Write a headline that directly matches your schema's headline
• Add a short "Key Facts" section at the top
• Make entities, dates, and numbers obvious
• Keep metadata clean and aligned (publisher, canonical URL, timestamps)
• Use short paragraphs, bullets, and descriptive subheads

When AI can instantly identify who did what, when, and why, you remove most of the friction that keeps content out of AI-generated answers.

Originality: Add Details Only You Can Say

Originality is one of the strongest citation triggers for AI. If your announcement sounds like everyone else's, AI won't know who deserves credit and it will skip you.

Here are ways to show originality in your content.

• Include one first-party stat or metric
• Add a named executive or expert quote
• Mention unique partners, product names, or regions
• Include a real outcome, lesson, or insight

Specificity is what makes your content more enticing for AI to reference.

Authority: Look Like the Primary Source

AI always tries to identify the original, authoritative version of a story. If your content looks secondary or inconsistent, the model will pick another source.

Here are authority signals to include in your content.

• Publish on your official domain (newsroom, investor site, product site)
• Use schema that clearly identifies your organization
• Add a spokesperson quote and a media contact
• Keep wire and owned-site versions identical
• Distribute through a trusted wire like GlobeNewswire

These signals help AI confirm your content is the "source of record," not a summary or repackaged version.

Recency: Keep Your Information Fresh

One of the strongest signals AI uses is freshness. If details look outdated or if you're missing a date altogether, your content is less likely to be cited.

Here's how to show recency in your content.

• Use visible publication and modified dates
• Add an "as of [date]" when citing any statistic
• Update older content with new milestones
• Issue follow-ups within 24–72 hours for major updates
• Syndicate widely on the same day you publish

Fresh content is safer for AI to cite and more helpful for your audience.

The AI Impact for B2B Marketers

AI answers are becoming the new front door to your brand.

Whether someone is researching cybersecurity tools, evaluating financial platforms, or comparing healthcare solutions, your visibility now depends on how well your content follows modern signals.

To dramatically increase the chances AI will surface your message at the exact moment someone needs it, your content needs to be:

• Structured clearly
• Original to your organization
• Authoritative in source and formatting
• Recent and confidently maintained

The goal isn't to game the algorithm. It's to make your content so clear, verifiable, and timely that AI can be confident using it.

The organizations who adapt to this shift first won't just show up in search—they'll shape the answers their audiences seek.