Build High-Performing Content Strategies and Scalable Operations for the Age of AI Search
Special Summer 2026 Pricing: Regularly $1000 is now 50% off—$500. Enroll here.
Special Fall-1 2026 Pricing: Regularly $1000 is now 50% off—$500. Enroll here.
Special Fall-2 2026 Pricing: Regularly $1000 is now 50% off—$500. Enroll here.
Introduction:
Search is changing more rapidly than marketers can invent new acronyms for it. AI-generated answers, conversational discovery, and evolving customer behaviors are reshaping how audiences find, consume, and trust content. Keeping up with it can feel like trying to predict the weather.
Traditional content marketing principles still matter, but as we all feared, they are no longer enough on their own. Every Google conference showers us with the latest AI advancements, and it is almost impossible to sort the snake oil from the substance.
This practical two-module masterclass is designed for marketers responsible for planning, delivering, and optimizing content at scale. Through proven strategic frameworks and real-world operational approaches, you’ll learn how to identify high-value opportunities, build content systems that work across both traditional search and AI-powered experiences, and use AI tools to enhance efficiency without compromising quality, governance, or the human expertise that sets great brands apart. Think of it as your handy umbrella amidst the downpour of change.
Led by Helena Pearce, Head of Organic Growth Marketing at Sony PlayStation, this course draws on hands-on experience leading enterprise content programs in fast-changing environments. Rather than focusing on content creation, you’ll explore the practical realities of modern content marketing: prioritization, workflows, governance, optimization, and building sustainable approaches that deliver long-term value.
Key Outcomes Takeaways:
By the end of this masterclass, you’ll be able to:
- Develop content strategies designed for both traditional search engines and AI-powered discovery experiences.
- Identify high-value content opportunities through audience insight, competitive analysis, and GEO techniques.
- Design content experiences that improve usefulness, authority, and citation potential.
- Build scalable content operations with effective governance and clearly defined workflows.
- Apply AI tools strategically to enhance efficiency across the content lifecycle.
- Establish quality assurance processes that maintain trust and consistency at scale.
- Future-proof your content approach while keeping human expertise, creativity, and strategic thinking at its core.
What Makes This Course Different:
- Taught by a practitioner, not a theorist: Helena Pearce has built content strategies for Sony PlayStation, Amazon, and Samsung across B2C, B2B, and global markets.
- Covers both traditional SEO and Generative Engine Optimisation (GEO): one of the few courses that addresses how AI search changes content strategy.
- Strategy-first, not tool-first: you leave with a framework, not just a list of prompts.
- Immediately actionable: every module includes templates, checklists, and real brand examples.
Can’t Attend Live? No Problem!
Even if you miss the live workshop, you’ll still get everything:
- Full workshop video recording
- PowerPoint slides
- Additional handouts
All materials are emailed to registered attendees within 24 hours after the live session ends.
Module 1, Content Strategy, GEO & The Human Edge..
Description:
Build the strategic foundations required to succeed in both traditional and AI-powered search environments. This module focuses on the thinking before the doing: understanding how the discovery landscape has changed, where your real opportunities lie, and how to design content that earns visibility with both human audiences and AI systems. You’ll leave with a clear strategic lens, practical research techniques including a reusable prompt library, and a GEO-ready approach to content design.
You’ll explore:
- How content marketing has evolved: and what the rise of generative AI means for marketers.
- The differences between traditional search optimization and Generative Engine Optimization (GEO).
- Real-world examples of organizations adapting successfully to AI-driven discovery.
- How to identify audience needs, assess market opportunities, conduct competitive analysis, and perform a GEO audit.
- Prompt-based research strategies that reveal emerging customer questions and information gaps.
- How to develop effective prompt libraries to support ongoing strategic work.
- Website and content design approaches that improve visibility, utility, and citation potential within AI experiences.
- Citation principles that strengthen authority, trustworthiness, and discoverability (EEAT).
- Advanced content design techniques, portfolio management approaches, and content experience best practices that maximize business impact.
Key Takeaways:
- The AI search landscape: how generative discovery works and why it changes everything for content marketers.
- Traditional SEO vs GEO: understanding the differences, the overlaps, and where to focus your energy.
- Audience and opportunity mapping: identifying what your audience actually needs versus what your competitors are already covering.
- Performing a GEO audit: assessing your current content’s visibility and citation potential in AI-powered experiences.
- Prompt-based research: using structured prompts to surface emerging questions, information gaps, and strategic opportunities.
- Building a reusable prompt library: a practical asset you can take back and use immediately with your team.
- Content and website design for AI visibility: structure, utility, and the signals that make content more likely to be cited and referenced.
- EEAT in practice: how to demonstrate authority, expertise, and trustworthiness in ways both humans and AI systems recognise.
- Advanced content design: portfolio management, content experience principles, and the techniques that maximize long-term business impact.
Module 2, The Content Machine: Scaling Content Operations.
Description:
Learn how to transform strategy into a repeatable, scalable content system. This module is where strategy meets execution – covering the operating models, governance frameworks, and AI-powered workflows that allow content teams to produce at scale without sacrificing quality, consistency, or human judgement. You’ll leave with a practical blueprint for building content operations that are efficient, accountable, and built to last.
You’ll discover how to:
- Design content operating models that support efficiency, collaboration, and accountability.
- Define governance frameworks, workflows, and clear roles and responsibilities.
- Manage the complete content lifecycle: from planning and creation through to publication, promotion, measurement, and optimization.
- Use AI strategically to accelerate the full content lifecycle, from ideation and research through to brief creation and workflow acceleration.
- Identify where AI can enhance productivity, and where human judgement remains essential.
- Implement quality assurance practices that protect brand integrity and content standards.
- Navigate ethical considerations and governance requirements associated with AI-enabled content creation.
- Build sustainable content operations that balance speed, scale, trust, and performance.
Key Takeaways:
- Content operating models: the structures, roles, and accountability frameworks that make content teams work at scale.
- Governance and workflow design: defining clear processes that maintain quality without creating bottlenecks.
- The complete content lifecycle: planning, creation, publication, promotion, measurement, and optimization, end to end.
- AI across the content lifecycle: where and how to integrate AI tools at each stage for maximum efficiency gain.
- Human vs machine judgement: a practical framework for deciding where AI accelerates and where human oversight is non-negotiable.
- Quality assurance at scale: the checks, standards, and processes that protect brand integrity as volume increases.
- Ethical and governance considerations: navigating the real risks of AI-enabled content creation responsibly.
- Building for longevity: designing content operations that are sustainable, adaptable, and built to outlast the current pace of change.
This course is designed for:
- Content Marketing Managers.
- Digital Marketing Managers.
- SEO, GEO, AI Search and Organic Growth Specialists.
- Social Media Managers.
- Brand and Communications Professionals.
- Content Strategists and Content Designers.
- Digital Experience Leaders and Growth Strategists.
- Agency Account Managers.
- Marketing Leaders responsible for content transformation initiatives.
- Those seeking a thorough grounding of essential AI Search and GEO principles.
Whether you’re building a content strategy from the ground up or evolving an established program to meet the ever-rising demands of AI search, this course will provide the strategic direction and practical frameworks you need to move forward with confidence.
How to Convince Your Boss Why You Should Take this Class:
The rules of content marketing have changed – and the pace of change is only accelerating. AI-generated answers are replacing traditional search results, agentic systems are beginning to make purchasing decisions on behalf of consumers, and brands that aren’t visible in AI-powered experiences risk being bypassed entirely. This isn’t a future concern. It’s already happening.
Convincing your organization to invest in content has always required a business case. Now, the business case writes itself – but only if someone in your team understands how to operate in this new landscape.
This course will enable you to:
- Build content strategies that perform in both traditional search and AI-powered discovery environments, protecting and growing organic visibility as the landscape shifts.
- Develop GEO-ready content systems that improve your brand’s chances of being cited, referenced, and recommended by AI tools – including those used in agentic and conversational commerce.
- Implement scalable content operations with the governance, workflows, and quality frameworks needed to use AI tools effectively without compromising brand integrity.
- Reduce the risk of being excluded from AI-driven purchase journeys – where autonomous agents and AI assistants are increasingly shortlisting, recommending, and completing transactions on behalf of buyers.
- Future-proof your team’s capability at a moment when content, SEO, and AI strategy are converging into a single discipline that few organizations have properly resourced.
- Develop a content strategy with genuine longevity, grounded in audience need, human expertise, and commercial intent: so it performs today while meeting the needs of tomorrow.
Download Material:
- Recorded video of the presentation with slides and audio.
- PDF of the complete presentation.
- Excel spreadsheet: GEO Prompt Strategy Builder.
- Excel spreadsheet: Structured Content Insight Pack.
- Word document: AI Search Glossary.
The Presenter:
Helena Pearce
Head of Organic Growth Marketing, Sony PlayStation
Helena has 15 years’ experience leading content marketing and organic growth strategy for some of the world’s most recognized brands, including PlayStation, Amazon, and Samsung.
She has built content teams, marketing operations, and measurement frameworks across B2C, B2B, brand-side, and agency environments. Through her work at the intersection of content, search, and AI, she has developed deep expertise in Generative Engine Optimization (GEO) – engaging directly with major platforms including Google and Adobe to understand how the landscape is evolving and what it takes to succeed in it.
A recognized voice in the industry, Helena sits on panels, judges the Global Content Awards, and hosts summits on content marketing, AI search, and digital strategy. She is also a passionate advocate for women in leadership, and regularly speaks on the opportunities and challenges facing women building careers in technology and marketing.
She brings a practical, commercially-grounded approach to everything she teaches – focused on what works in the real world, not just what sounds good in theory.
LinkedIn: https://www.linkedin.com/in/helena-pearce-66184863/
The Content Marketing Masterclass was a compelling overview of content marketing whether you’re a first-time content marketer or a professional with some experience under your belt. It’s always helpful to take a step back and look at content from a macro view including the purpose of each campaign or content offer, how you’re coming up with your content leveraging keywords and brand values and what the goal of the content is and this course delivered on all those fronts.
Very informational content workshop. Would recommend for any marketing professional.
Very in-depth and helpeful class on content marketing. The examples provided and the lists recommended were useful in a better understanding on content marketing.
The course was timely, interesting, and informative. I walked away from it was a ton of ideas I want to implement at my company in the short and long term.
100% would guarantee this course to anyone in the marketing realm!
Great class – the care to coordinate and deliver a valuable experience is clear.
This workshop has experienced people currently in the field take you through several topics on each webinar that really can help guide you through building your business. Whether it be a product you’re selling or your content you want to share, you can apply it to almost anything. You even get copies of the class so you can go back for reference which I absolutely love.
In-depth, well presented course.
Helen offered fantastic tips, tricks, and guidelines for developing a successful content marketing strategy regardless of size of company and resources available. I took away many ideas that I can apply to my campaign and content development today.
I’m part of a larger organization that only recently launched a marketing function and is still in the process of operationalizing marketing successfully. This class was very content rich and useful for detailing the foundational aspects of content marketing with practical processes, templates and resources that we’re excited to apply!
This was a pleasing workshop to sit in due to our marketing team starting off with learning the “to do’s” & “not to do’s” without an expert to guide us.
The workshops are always great. As a member of a 4 man team, I learn more about what is useful in these courses than anywhere else.
I was pleasantly suprised with the caliber of speaker that DMA NC produced. Typically, you find organizations are bringing in a local thought leader who may have a great message but lack a broad spectrum of experience in of application. This was not the case during the Content Marketing Masterclass series — the speaker was a seasoned vet with multiple large international brands and smaller companies under their belt.
I highly recommend this course for anyone looking for new ways to approach content marketing. A lot of it may seem like common sense, but it isn’t really until someone points it out (like in this course), and that does make you think! Even if you’re a pro at content marketing already, use this as a refresher. It’s very likely you’ll walk away with something new, even if it is just one thing.
The Content Marketing Masterclass was informative and useful. The tools provided will drastically improve our content strategy and overall marketing performance.
Workshop dates and times:
Summer 2026
Module 1: Content Strategy, GEO & The Human Edge.
Thursday, July 9, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: The Content Machine: Scaling Content Operations.
Thursday, July 16, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Fall-1 2026
Module 1: Content Strategy, GEO & The Human Edge.
Thursday, Sep 24, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Module 2: The Content Machine: Scaling Content Operations.
Thursday, Oct 1, 2026, from 9:00 a.m. to 11:00 a.m. PDT.
Fall-2 2026
Module 1: Content Strategy, GEO & The Human Edge.
Tuesday, Dec 01, 2026, from 9:00 a.m. to 11:00 a.m. Pacific.
Module 2: The Content Machine: Scaling Content Operations.
Tuesday, Dec 08, 2026, from 9:00 a.m. to 11:00 a.m. Pacific.
