Content as Data: How an AI-Powered Content Management System Helps Renown Health Optimize for AI Search
Renown Health’s migration to an AI-native CMS shows how structured content and the right training can help even small teams increase workflow efficiencies and online visibility.
// By Erin Laviola //
Health care marketing teams know that in the new reality of AI search, a good SEO strategy alone is no longer enough to make their brands stand out online.
Nardeep Singh, MSITM, director of marketing, communications, and technology at Renown Health
“You have two audiences now — humans and chatbots,” says Nardeep Singh, MSITM, director of marketing, communications, and technology at Renown Health.
“Search is changing,” she adds. “Instead of clicking on pages, people get summaries or just stay in the chatbot. You have to adapt your website and your content so that it meets those different deliverable places, and it all starts with your infrastructure.”
Here, Singh discusses how the right AI-powered content management system (CMS) can help marketing teams efficiently update and optimize their websites, and ultimately, ensure that external AI platforms understand and trust the health system’s content enough to feature it in a search result.
Read on to learn how an AI-native CMS enables a small team to efficiently manage a large website.