Skip to content

Details

The Talk
Everyone wants the AI search playbook so their business appears when a prospect asks ChatGPT or Claude for a recommendation. But you can’t game your way to success in AI search. It relies on good SEO and on content structured so AI can use it. It rewards businesses that have already done the fundamental work of content marketing. Skip that work, and no amount of “AI optimisation” will save you. This talk connects two things most startups treat separately: content marketing and getting discovered by AI.

Drawing on content work she started 30 years ago and five businesses built on organic content, Sarah Mitchell lays out the three-part strategy that makes visibility possible and shows what happens when you drop one. She’ll cover the mistakes she’s made and watched others make, from chasing clicks, to optimising for traffic instead of conversions, to the most common trap of all: “post and hope.” She’ll share real examples of WA companies winning ground by structuring their content for AI, in industries as diverse as manufacturing and aged care.

Attendees will leave understanding how AI search differs from traditional Google search, what structural changes make content attractive to AI, how to find and retain an audience, and how to test their own AI visibility. Sarah’s practical takeaway is rethinking the goal of content and why producing less content might be the best thing you can do.

Our Speaker
Sarah Mitchell is the co-founder of Typeset and founder of Global Copywriting, and works as a fractional Chief Content Officer for companies that have outgrown ad-hoc content but aren’t ready for a full-time hire, mostly B2B SaaS, professional services, manufacturing, and technical firms.

Her path is an unusual one. She started as a software developer and spent 20 years in IT, 15 writing code and designing software, then moving into technical and commission-based sales. Three of those years were spent helping establish a sales office in Johannesburg, a market with no brand awareness, where she first used case studies and white papers to hit her numbers. She carried a sales bag, opened new markets, and closed enterprise deals, so she talks in revenue, not just reach.

Her writing has been published in six countries and won multiple Content Marketing Awards. She is a judge for the International Content Marketing Awards and spent more than a decade as Australian consulting editor of Chief Content Officer magazine. Sarah is based in Perth and works across Australia, the UK, and the USA.

Agenda:

  • 7:30 am: Shameless plugs and announcements. Introduce yourself or announce your startup to the Perth startup community!
  • 7:45 am: An awesome startup related talk, panel or pitch practice session!
  • 8:30 am: Networking & delicious breakfast treats
  • 9:00 am: Finish

Live stream
This event will also be live streamed by the amazing folks at Perthvideo.com.au, thanks to the Department of Energy and Economic Diversification.

Access the live stream and all our post-event recordings here:
https://perthvideo.com.au/morning-startup-perth/

Coffee, Food and Sponsors
Tell Joey Zaza's you're heading to Morning Startup on the way in for a free coffee courtesy of Purpose Ventures, and enjoy some of their delicious breakfast treats courtesy of Typeset and IdeaToLife!

Thanks to the awesome team at Beacham Group for covering our meetup fees and keeping this meetup alive 🙏 ❤️

Related topics

Events in Perth, AU

You may also like