Conference: Oct 5-6
Workshops: Oct 7
Do What AI Can't: Build a Human-First Content Machine With UGC
Traci Ruether (Director of Content Marketing, Tinuiti)
Jen Cornwell (Sr. Director of AI SEO Innovation, Tinuiti)
Date: Wednesday, October 7
Time: 9:00 am - 10:30 am
Pass Type:
All Access, 3-Day -
Get your pass now!
Session Type:
Workshop
Audience Level:
Intermediate
Track:
Workshops | Content Marketing World
Vault Recording: TBD
Audience Level: Intermediate
AI can write a competent blog post in 30 seconds. The only content it can't replicate is real expertise from real humans with real opinions. But most brands leave their subject matter experts on the bench, or ask them to "just post on LinkedIn" with zero infrastructure or training.
At Tinuiti, we built an user-generated content (UGC) program that turned our internal experts into a content engine and distribution network — spanning LinkedIn newsletters, UGC video, digital PR, and an entity-building SEO strategy that makes our experts findable by both people and algorithms. Within 90 days, we were generating trackable leads from organic social, dominating search and AI visibility, and had scaled our video content by 20x.
This session is a blueprint for replicating it: the operational model, toolkits, training, and SEO infrastructure that ties it all together.
Takeaway
- The full EGC infrastructure: how we resourced SMEs with vlogging kits, brand studio editing support, LinkedIn best practices training, and a newsletter strategy tied to personal handles.
- The entity ecosystem strategy: author pages, LinkedIn cross-linking, digital PR, and why this directly feeds AI visibility and search authority.
- How to track full-funnel impact — reach, engagement, AI citations, leads, and pipeline — and make the case internally for investing in human-led content.