Content & Audience
AI cites those who answer real questions and ignores those who talk about themselves. Feeds reward those who know their audience. Content strategy today is a data discipline: what to publish, when, for whom — from Google Discover to generative engines, from seasonal trends to content that lasts.
Audiences today
40%
of 18-to-24-year-olds search for a restaurant on TikTok or Instagram, not Google
82%
of Gen Z has already adopted AI chatbots
6 in 10
searches end without a click: winning means being read in the response
1 in 3
young people guided by AI in their purchasing decisions
Content & Audience: areas of practice
Data-driven editorial strategy
Every piece of content has a purpose.
Editorial plans built on data: real audience questions, competitor gaps, business objectives. Every piece of content is created with a specific job — traffic, authority or conversion — and is measured against it.
Google Discover and News
The feed is not won with keywords.
On Discover, visibility depends on brand reputation and content design: titles, images, formats, timing. This is one of the areas where we have built our specialization, working alongside major publishers.
Predictive calendar
Arrive first, stay after.
Trend anticipation through predictive search analysis, live event coverage, long-tail valorization, evergreen content: the complete cycle that dominates both seasonality and breaking news.
Audience archetypes
There is no such thing as 'the audience'. There are your audiences.
We map real archetypes from the combination of analytics, social, search and on-site behavior: who they are, what they are looking for, which formats to use — and where there is room to grow.
Formats and generations
Every generation searches in a different place.
Gen Alpha is on YouTube, Gen Z discovers on TikTok and makes sense of things with AI, Boomers stay on Google: we design formats and language to reach each audience where they truly get their information.
Content for AI
Writing for non-human readers too.
Content designed to be understood, verified and cited by generative engines: answer-ready structure, clear entities, verifiable data. The bridge between content strategy and GEO.
How we work
Data first, then the plan, then production. And every month the cycle closes: what worked, what did not, what changes.
01
Editorial audit
We capture content, audiences and performance: what generates value, what consumes resources without a return. Every choice starts here.
02
Editorial plan
We order topics, formats and channels by impact: where there is demand, where there is space, where there is value. No calendar filled at random.
03
Production and optimization
We support production — or transform it: workflows, templates, monthly micro-experimentation and continuous measurement.
Results in the field
Discover as a channel, not a lottery
For the publishers we work with, Discover is often the primary traffic source — and the most volatile. The predictive method turns occasional spikes into a constant presence in the feed.
Request the editorial audit
A picture of your content: what generates value, which audiences you truly reach, where the spaces are that competitors are not covering — with priorities for the editorial plan.
What this means for your sector
Frequently asked questions
Discover does not work on keywords: it rewards source reputation and content design — titles, images, formats, freshness. It requires systematic work on brand authority, perceived quality and content designed for the feed. This is one of our longstanding specializations, built alongside major publishers.
Both models are available: we can support your newsroom or content team with method, training and workflows — the goal is to make them self-sufficient — or handle production directly where needed.
Designing content that generative engines can understand, verify and cite: structure that answers real questions, clear entities and data, verifiable sources. It is the bridge between editorial strategy and GEO: AI cites those who answer, ignores those who boast.
Every piece of content is created with an assigned job — traffic, authority, conversion — and is measured against it. The monthly analysis cycle closes the loop: what worked, what did not, what changes in the plan.
