Most SEOs are good at using data to identify what content to create or which pages to optimise - but numbers alone can't tell us how to make that content genuinely helpful, especially in the era of AI where the data isn't always even available.

In this session, Annika will share the Content Science framework: a qualitative methodology for evaluating and creating helpful content that performs across traditional search and AI citations. Think of it like grading a university research paper - rigorous, repeatable, and focused on substance over quick optimisation.

The talk will cover:

• The four pillars of helpful content (Purpose, Structure, Value, and Credibility) and how to systematically assess content against each dimension, whether you're optimising existing pages or briefing new pieces.
• A repeatable process for content creation that works across formats (articles, videos, tools) and ensures your content drives real business value.
• Real-world examples from various industries showing how implementing each pillar can transform underperforming content into an authoritative resource that earns trust, traffic, conversions and citations.