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Optimise content for LLMs or control content through a brand experience?

Emerging tech and AI1 min readSam Page

The best approach isn't to think about it as an either/or.

Globally, at least 67% of companies are now using LLMs.

And that's impacting behaviour. From customers to investors.

The best approach? Use both.

Make accurate, structured information available where LLMs will pick it up. Get some MCP servers set-up.

And invest in owned experiences that reflect your values, tone and service.
Create compelling user-centric experiences.

Feeding LLMs improves discoverability and trust.

Strong brand experiences to convert and deepen relationships.

One feeds the other. And vice versa.

It's not easy, but when you get it right, it will be worth it.

How are you balancing reach with control in your digital strategy?

First published on LinkedIn.

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---
title: "Optimise content for LLMs or control content through a brand experience?"
url: https://sam-page.com/thinking/optimise-content-for-llms-or-control-content-through-a-brand-experience
date: 2025-10-20
author: Sam Page
type: Post or article
categories: [Emerging tech and AI, Marketing]
reading_time: 1 min
summary: "The best approach isn't to think about it as an either/or."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3Ashare%3A7385947556482285568
---

# Optimise content for LLMs or control content through a brand experience?

The best approach isn't to think about it as an either/or.

![](https://sam-page.com/img/thinking/optimise-content-for-llms-or-control-content-through-a-brand-experienc-li1.webp)

Globally, at least 67% of companies are now using LLMs.

And that's impacting behaviour. From customers to investors.

The best approach? Use both.

Make accurate, structured information available where LLMs will pick it up. Get some MCP servers set-up.

And invest in owned experiences that reflect your values, tone and service.  
Create compelling user-centric experiences.

Feeding LLMs improves discoverability and trust.

Strong brand experiences to convert and deepen relationships.

One feeds the other. And vice versa.

It's not easy, but when you get it right, it will be worth it.

How are you balancing reach with control in your digital strategy?