Christian Rigg, Director of Strategy and Operations at Eleven Content, a London-based content and marketing agency, believes the best information gain is already inside your company. Paris Childress talks with Christian about turning meetings, team chat and internal docs into a knowledge base for content, why Eleven still has human writers draft, and why digital PR now shapes what LLMs think of your brand.
In this episode:
- LLMs as truffle hunters. Why E-E-A-T and information gain still decide what stands out, and why original, high-effort content wins in both SEO and GEO.
- The expertise bottleneck. Clients buy into E-E-A-T, but their experts are time-poor. Eleven separates owned expertise from sourced expertise to close the gap.
- Your team chat is a content goldmine. Eleven built a knowledge base in BigQuery that pulls in meeting transcripts, chat channels, docs, voice notes and interviews, and uses an LLM to surface themes and narratives for each company.
- Governance first. No DMs or private channels, only curated channels, and transcripts forwarded by hand. Every quote or insight traces back to its original source.
- Human writers, grounded AI. Eleven's first drafts are still human-written. Paris explains why GEOforge's AI-assisted first drafts only work when they are grounded in the brand's own knowledge base and fact-checked by a human.
- How much content is too much? There is no magic number. Christian's rule: every piece needs a purpose, so build around a few pillar assets instead of 50 blog posts a month.
- SEO vs GEO. Big overlap on the fundamentals, but digital PR moves from "beneficial for SEO" to "critical for GEO" because it shapes how an LLM talks about you.
- Mentions, caveats and sentiment. Why it pays to be mentioned even with a caveat, and why counting mentions without reading the sentiment misses the point.
- A borrowed opinion. The buying journey has collapsed into chat, and visitors arrive with an opinion that may come from an LLM. So what's the LLM's opinion of you?
Watch on YouTube: https://www.youtube.com/watch?v=OhkGq33VyWE
The GEO Show is hosted by Paris Childress, founder of Hop AI and co-founder of GEOforge.
getgeoforge.comWhat is The GEO Show?
The GEO Show is about generative engine optimization (GEO) and AI search: how B2B brands win AI visibility in ChatGPT, Perplexity, Google AI Overviews and AI Mode. Each episode breaks down what is changing in the way AI assistants and answer engines find, cite, and recommend brands, and what marketers should do about it.
The show is built for B2B SaaS marketers, SEO and content leads, and founders who want their brand to show up when buyers ask AI for answers instead of scrolling a page of blue links. If you own organic growth, demand generation, or brand, you will come away with practical GEO tactics you can test, a clear read on the latest AI search news, and better ways to measure AI visibility when traffic alone no longer tells the whole story.
Episodes mix a few formats:
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Solo deep dives on GEO strategy, from how large language models choose which sources to cite to how content, earned media, and brand mentions shape AI answers.
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News breakdowns on the latest moves from OpenAI, Google, Perplexity, and the rest of the AI search landscape, and what each change means for your pipeline.
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Expert guests, including SEO and GEO practitioners, content and PR leaders, agency operators, and founders building for AI search.
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The Friday catch-up with regular co-host Simon Young of Question.Marketing, where the two unpack the week's biggest AI search stories and debate what actually works.
Your host is Paris Childress, CEO of Hop AI and co-founder of GEOforge. Paris brings a practitioner's view of GEO and AI visibility, focused on what B2B teams can apply right away, not hype.
Learn more about GEOforge at https://getgeoforge.com.
Subscribe to The GEO Show on Apple Podcasts, Spotify, YouTube, or wherever you listen so you never miss an episode, and share it with a teammate who is figuring out AI search.