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The Content Strategy Knowledge Base aims to support practitioners, students and teachers of content strategy.

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Lecture Reports
10 Apr 2026

From Clicks to Citations: Navigating the Zero-Click Economy in the Age of AI Assistants

The digital landscape is shifting from a "search engine" model based on clicking blue links to an "answer engine" economy where AI provides direct, synthesized information. To thrive, businesses must pivot from traditional SEO to Generative Engine Optimization (GEO), prioritizing expert authority and citable data to ensure their brand is referenced by AI assistants.

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Lecture Reports
2 Apr 2026

Customer 5.0: How to Future-Proof Your Content Strategy for the Technology-Driven Customer

This article builds on concepts introduced in the class Business Strategy for Digital Markets taught by Dieter Rappold. Expanding beyond the classroom discussion, it explores the Customer 1.0 - 5.0 framework by connecting it to content dynamics and the growing influence of emerging technologies on customer behavior and brand communication, highlighting its relevance for today's strategists.

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