B2B Media SEO Playbook: More AI for SEO

Original air date: January 13, 2026

For many editorial teams, the biggest challenge with Generative AI isn’t using the tools—it’s understanding how to use them well. Watch this webinar to learn how to optimize content for generative engines and tactics for better prompt construction.

Watch the Recording
(Members only - login required.)

Webinar Details:

Generative AI is rapidly reshaping how B2B publishers produce, package and distribute information. Yet for many editorial teams, the biggest challenge isn’t using the tools — it’s understanding how to use them well. This webinar is designed to demystify the essentials so you can get started with confidence and purpose.

The session of our B2B Media SEO Playbook series breaks down the core principles of optimizing content for generative engines, including what these systems look for, how they interpret your site, and how shifts in AI search will impact your editorial strategy. You’ll learn practical steps that make your content more discoverable and more valuable in an AI-driven ecosystem.

We also dig into prompt construction, using real examples to demonstrate how vague instructions can be transformed into precise, effective prompts that strengthen research, drafts, summaries and story planning.

What you’ll learn in this session:

Ways to make your content more understandable and findable for AI models
Easy, repeatable tricks for writing prompts that deliver better results
Real examples of how editors use AI to speed up tasks without losing control

Who should watch:

Editors and writers who want tactical guidance they can apply immediately
Teams looking to standardize their AI use and improve consistency
Anyone tasked with evaluating or implementing AI in an editorial workflow

What this session doesn’t cover:

Advanced technical training or coding
Replacing editorial judgment with automation

This archived webinar is free for ASBPE members.

Speakers:
Erin Hallstrom is the director of content operations and visibility for Endeavor Business Media, where she works with more than 150 journalists across 90 brands to implement SEO best practices. She is also responsible for Endeavor’s metrics reporting, where she uses her expertise in website analytics to help teams understand their data to make informed SEO decisions. Hallstrom holds multiple technical certifications in Google Analytics and regularly trains audience and marketing groups how best to utilize SEO for enhanced content performance.

Alexis Gajewski is the associate director or newsroom operations and development for Endeavor Business Media, where she helps shape and execute content strategies that drive reach, engagement and visibility across Endeavor’s editorial brands. As a digital-first editorial leader, her work focuses on strengthening the connection between editorial excellence and business goals — through smart workflows, data-informed decision-making and a culture that values creativity and collaboration. She also leads efforts to integrate AI, SEO, and analytics into Endeavor’s processes, improving both content quality and efficiency.

B2B Media SEO Playbook (Series)

Tired of B2C SEO advice that misses the mark for your B2B publication? It’s time for a tailored approach! Join Erin Hallstrom, EndeavorB2B’s Director of Content Operations and Visibility and ASBPE board member, for an exclusive eight-part SEO webinar series designed specifically for B2B professionals. Dive deep into crucial topics including:

How Search Engines Actually Work
Helpful Content & EEAT
How to Look at Your Analytics
Using AI for Keyword Research
AI & Brand Authority
AI Prompts for SEO
More AI for SEO
SEO for Freelancers