These are the content strategies that work best on each of the major AI platforms

Key Takeaways

• Success is now measured by how consistently your content appears across multiple AI platforms, shifting the focus from capturing clicks to maximizing overall visibility.

• Different LLMs have different “tastes”—ChatGPT likes structured summaries, Perplexity wants specific data like dates and prices, Gemini favors deep SEO authority, and Claude looks for the editorial “why.”

• You can optimize a single story for all bots by placing a clear “5 Ws” summary at the top, detailed data lists in the middle, and deep-dive analysis at the bottom.

• Especially for Gemini, maintaining a strong internal linking strategy and showing deep topical expertise remains a critical signal for being surfaced in AI answers.

Having content seen is becoming a huge focus for many publishers as the distribution continues to shift from clicks to visibility. Large Language Models (tools like ChatGPT and Claude that create answers to your prompts) are becoming more of the go-to source for people seeking answers and additional information on a topic.

There was a very interesting study by Stacker recently that showed AI search success isn’t about just showing up in AI Overviews but rather consistently getting visibility across multiple LLMs.  It’s built around this idea of “coverage breadth,” which is now becoming the new gold standard for making sure that your content gets seen.

What’s interesting (or challenging) about the LLMs is that they serve different purposes and audiences, so understanding how to make your content work for each platform is pretty important.

This doesn’t mean that you need to write four different stories for each main LLM, but understanding what works on each can be powerful.

So, what works on the different LLMs?

Let’s quickly break each down:

• ChatGPT: Clear answers that are very structured work best here. The more narrow the better, as that generally is how people search. People typically aren’t asking to know everything about a topic, but rather something very specific and delivered in a structured answer.

• Perplexity: This LLM is looking to feature content that it can quote and link to with angles that are pretty timely. Specific details are important on this platform, such as prices, dates, and locations. So if you write lists, make sure you easily break things like that out.  

• Gemini: If you’re great at traditional SEO, then you’re going to see a lot of return in Gemini. This LLM is looking for real depth and favors things like detailed guides. Following Google’s E-E-A-T structure is key showing that you demonstrate authority on big topics.  

• Claude: Think of this platform as the one that ties best to a traditional editorial team, as it recognizes the depth. It focuses more on the “why” behind the information, making it important to get deep with key points.

I’m sharing this to help you understand why different types of content perform better across different LLMs.

There’s still a lot to sort out, including which platforms your audience actually uses and how they interact with them. There will be more data and insights on that in the future.

Can you get content to work across all LLMs?

If you look at what these LLMs favor, there are some best practices that you can integrate into a single story.

Yes, you definitely could get very focused on writing a certain way for some LLMs, but I think there are enough good tactics to create a well-thought out story that work across all of them.

Let’s take the topic of Earth Day (a preview story) and talk about how to structure this content in a way that would be successful in the different LLMs.

• Top of Story (ChatGPT): What’s happening for Earth Day?

ChatGPT is looking for clear answers, so your first paragraph should attempt to answer the key question that your story is addressing. This is old school 5Ws stuff, but it works very well here for ChatGPT.  

This may read something like: You can celebrate Earth Day 2026 in (add your city) by joining local park (name the park) clean-ups, attending free community events (name where), and visiting nature centers (name the center).  

Additionally, it’s recommended to include three to four bulleted key takeaways toward the top of your story. This helps ChatGPT provide clear answers it can place in its results.

Event listings section (Perplexity)

Because Perplexity likes content that it can link to, events are a great fit for this platform, but the format really does matter.  

For Earth Day, here is how you could structure this:  

• Link to the name of the event  
• A date and time of the event  
• The location of the event (link again)  
• Cost and additional details

This level of detail really helps Perplexity get a clear picture of the event.

Internal links and more coverage (Gemini)

Gemini really favors internal linking as well as that showcases that you really understand the topic through depth you are offering in the story. Demonstrating your breadth of content through past coverage is important here.  

For the Earth Day content, you could link this coverage:  

• Best parks (in your city) for families  
• How to plan a family-friendly outdoor day  
• Volunteer opportunities for families (in your city)

Showing that you consistently cover content that is useful around the topic you are writing your new story about is a strong signal to Gemini.

 ‘Why it matters’ section (Claude)

Content that helps readers truly discover a topic through deep reporting is exactly what works on Claude.  

You want to ensure that you move beyond event listings to explain more of the “why.” For example, these are sections you may want to address for Earth Day:  

• What are steps you can take locally to care for the Earth?  
• How can families build sustainable habits?  
• Why is Earth Day important today?  

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