Instead of traditional brainstorming sessions, the A–B–Shift Content Test is proposed as a more effective method for generating content ideas by focusing on the ideal customer's current experience, desired outcome, and necessary shifts in thinking or action. This approach emphasizes strategic content creation that aligns with audience needs, moving away from random ideas and cluttered messaging.

Building an effective SEO or AEO content strategy starts with engaging frontline teams—sales, success, and support—to uncover unprompted customer insights. By focusing on what customers actually discuss, businesses can create high-impact content that resonates and drives conversions, rather than relying solely on keyword tools. Listening to these teams can reveal valuable content ideas that improve engagement and reduce support issues.