Building Content for the Algorithm: Are You Doing It Wrong?

Your content has two audiences now: humans and machines. Mark Willaman of Newsworthy.ai breaks down why the press release is still the perfect document for AI search, SEO, and brand discoverability.

SEO can get you into the library. AI retrieval decides whether you get pulled off the shelf. We cover structured, entity-rich press releases, the 28-day news cycle, multi-format distribution (articles, audio, Shorts, FAQs), generative engine optimization, and why “I want press releases to drive sales” is usually the wrong first question.

Mark co-built this path after PR Web. Justin maps it to Texas founders, mayors, and EDCs who still need to get found when local news is thin.

Free start: https://www.newsworthy.ai

Guest: Mark Willaman, Founder, Newsworthy.ai
Host: Justin McKenzie, The Building Texas Show, https://www.buildingtexasshow.com

Location: San Antonio, Texas

Chapters:
0:00 Your content has two audiences
0:13 Mark Willaman and Newsworthy.ai
0:40 From PR Web to Newsworthy.ai
2:01 HR marketing background
2:46 Why press releases fit the AI era
4:01 Multi-format distribution and NewsRamp
6:01 Specific search and the SPECIFIC framework
7:53 AI training bots, RAG, and grounding
11:26 Hook in the water and AI discoverability
12:59 SEO gets you in the library
13:31 Meet people where they search
16:51 On the shelf vs off the shelf
19:39 How to start with Newsworthy.ai
21:06 Texas mayors, EDCs, and measurable messaging
22:40 Close

Key ideas in this episode:
• Press releases = current, factual, structured, entity-rich
• SPECIFIC: Structured, Public, Entity-rich, Current, Informative, Factual, Indexable, Consistent
• 28-day news cycle for ongoing discoverability
• One source document → articles, audio, Shorts, FAQs, social
• Full press release dumped into LinkedIn usually dies
• AI bots visiting your site ≠ guaranteed AI answers
• Brand trust takes repeated touches across platforms

Resources:
Newsworthy.ai — free account, blog, and David McInnis’s book (free digital on site)
NewsRamp.com — multi-format news distribution

The Building Texas Show covers Texas economic development, Texas business, founders, mayors, and the leaders building the state.

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Guest PR / episode inquiries: use the Building Texas Show contact path on the channel.

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