Create Content That Gets AI Citations

Most content strategies are built for search engines. This workflow builds content for AI engines. It starts with Scrunch data to find the exact questions AI is answering without citing your pages, generates content specifically structured to be cited, and publishes it directly through your CMS. The result: content targeted at the prompts where your competitors are getting cited and you aren’t.

Tools used in this workflow

Tool	Required?	Used for
Scrunch MCP	Required	Identifying citation gaps and the specific prompts to target
CMS MCP	Recommended	Publishing the generated content directly
Brand style guide	Optional	Paste into the prompt or attach as context

Choose your CMS in the tabs below. Supported integrations: Sanity, WordPress, HubSpot, and any CMS with an MCP connector. No CMS connected? Use the Generate only tab to get the content in the chat and paste it yourself.

Sanity
WordPress
HubSpot
Other CMS
Generate only

Replace the bracketed values, then paste the whole thing into Claude.

For [brand name] in Scrunch, find the highest-priority citation gap and create AI-optimized content for it.

Step 1 — Find the gap:
Get citation metrics for the last 30 days. Get all tags and calculate the citation rate from [brand domain] for each — variants with brand_present = true and a citation pointing to [brand domain] divided by total variants. Rank tags by citation rate lowest to highest. For the lowest-performing tag, list the prompts where brand_present = false, sorted by observation count. Note what sources are being cited instead.

Step 2 — Get the brief:
Identify the single highest-priority topic: most prompts where we're absent + highest observation counts + clearest commercial relevance.

Give me a content brief:
- The 5–8 specific questions this page should directly answer
- What the competing or cited content is doing that ours isn't
- The recommended format (article, comparison page, FAQ, landing page, etc.)
- What specific facts, figures, or claims would make this page more citable than what's currently appearing

Step 3 — Write the content:
Write a [blog post / guide / comparison page / FAQ page] for [brand name] on the topic identified above.

Structure it to be cited by AI engines:
- Open with a direct, concise answer to the primary question — 2–3 sentences an AI could extract and cite verbatim
- Use clear H2 and H3 headings that match how users phrase these questions in AI assistants
- Include specific, factual claims with numbers, dates, or rankings where possible — generic statements don't get cited
- Answer each of the specific questions from Step 2 directly and completely
- Avoid marketing language in the factual sections — AI cites descriptive, informational content
- Target length: [800–1,500 words] unless the topic warrants more depth

[Optional: follow this brand style guide: paste guidelines here]

Step 4 — Publish to Sanity:
Publish this content as a new Sanity document:
- Document type: [article / blog-post / page — match your schema]
- Title: [SEO-optimized title for the topic]
- Slug: [url-friendly-slug]
- Body: [the content generated above]
- SEO meta description: Write a 150-character meta description focused on the primary question this page answers
- Status: [draft / published]
- [Any other schema fields relevant to your Sanity setup]

What you get: A new Sanity document, set to draft, ready for your review before publishing. The content is structured specifically to be extracted and cited by AI engines — direct answers up front, factual specificity throughout, headings that match real AI queries.

Replace the bracketed values, then paste the whole thing into Claude.

For [brand name] in Scrunch, find the highest-priority citation gap and create AI-optimized content for it.

Step 1 — Find the gap:
Get citation metrics for the last 30 days. Get all tags and calculate the citation rate from [brand domain] for each — variants with brand_present = true and a citation pointing to [brand domain] divided by total variants. Rank tags by citation rate lowest to highest. For the lowest-performing tag, list the prompts where brand_present = false, sorted by observation count. Note what sources are being cited instead.

Step 2 — Get the brief:
Identify the single highest-priority topic: most prompts where we're absent + highest observation counts + clearest commercial relevance.

Give me a content brief:
- The 5–8 specific questions this page should directly answer
- What the competing or cited content is doing that ours isn't
- The recommended format (article, comparison page, FAQ, landing page, etc.)
- What specific facts, figures, or claims would make this page more citable than what's currently appearing

Step 3 — Write the content:
Write a [blog post / guide / comparison page / FAQ page] for [brand name] on the topic identified above.

Structure it to be cited by AI engines:
- Open with a direct, concise answer to the primary question — 2–3 sentences an AI could extract and cite verbatim
- Use clear H2 and H3 headings that match how users phrase these questions in AI assistants
- Include specific, factual claims with numbers, dates, or rankings where possible — generic statements don't get cited
- Answer each of the specific questions from Step 2 directly and completely
- Avoid marketing language in the factual sections — AI cites descriptive, informational content
- Target length: [800–1,500 words] unless the topic warrants more depth

[Optional: follow this brand style guide: paste guidelines here]

Step 4 — Create a WordPress draft:
Create a new WordPress post with this content:
- Title: [SEO-optimized title]
- Content: [the generated article, formatted as WordPress blocks]
- Status: draft
- Category: [category name]
- Tags: [relevant tags]
- SEO meta description: [150-character description focused on the primary question]

Set it as a draft so I can review before publishing.

What you get: A WordPress draft ready for your review. The content is structured specifically to be extracted and cited by AI engines — direct answers up front, factual specificity throughout, headings that match real AI queries.

Replace the bracketed values, then paste the whole thing into Claude.

For [brand name] in Scrunch, find the highest-priority citation gap and create AI-optimized content for it.

Step 1 — Find the gap:
Get citation metrics for the last 30 days. Get all tags and calculate the citation rate from [brand domain] for each — variants with brand_present = true and a citation pointing to [brand domain] divided by total variants. Rank tags by citation rate lowest to highest. For the lowest-performing tag, list the prompts where brand_present = false, sorted by observation count. Note what sources are being cited instead.

Step 2 — Get the brief:
Identify the single highest-priority topic: most prompts where we're absent + highest observation counts + clearest commercial relevance.

Give me a content brief:
- The 5–8 specific questions this page should directly answer
- What the competing or cited content is doing that ours isn't
- The recommended format (article, comparison page, FAQ, landing page, etc.)
- What specific facts, figures, or claims would make this page more citable than what's currently appearing

Step 3 — Write the content:
Write a [blog post / guide / comparison page / FAQ page] for [brand name] on the topic identified above.

Structure it to be cited by AI engines:
- Open with a direct, concise answer to the primary question — 2–3 sentences an AI could extract and cite verbatim
- Use clear H2 and H3 headings that match how users phrase these questions in AI assistants
- Include specific, factual claims with numbers, dates, or rankings where possible — generic statements don't get cited
- Answer each of the specific questions from Step 2 directly and completely
- Avoid marketing language in the factual sections — AI cites descriptive, informational content
- Target length: [800–1,500 words] unless the topic warrants more depth

[Optional: follow this brand style guide: paste guidelines here]

Step 4 — Create a HubSpot blog post:
Create a new HubSpot blog post:
- Title: [title]
- Body: [generated content]
- Meta description: [150-character description focused on the primary question]
- Campaign: [campaign name if applicable]
- Publish state: DRAFT

What you get: A HubSpot blog draft ready for review. The content is structured specifically to be extracted and cited by AI engines — direct answers up front, factual specificity throughout, headings that match real AI queries.

Works for Webflow, Ghost, Contentful, or any CMS with an MCP connector. Replace the bracketed values, then paste.

For [brand name] in Scrunch, find the highest-priority citation gap and create AI-optimized content for it.

Step 1 — Find the gap:
Get citation metrics for the last 30 days. Get all tags and calculate the citation rate from [brand domain] for each — variants with brand_present = true and a citation pointing to [brand domain] divided by total variants. Rank tags by citation rate lowest to highest. For the lowest-performing tag, list the prompts where brand_present = false, sorted by observation count. Note what sources are being cited instead.

Step 2 — Get the brief:
Identify the single highest-priority topic: most prompts where we're absent + highest observation counts + clearest commercial relevance.

Give me a content brief:
- The 5–8 specific questions this page should directly answer
- What the competing or cited content is doing that ours isn't
- The recommended format (article, comparison page, FAQ, landing page, etc.)
- What specific facts, figures, or claims would make this page more citable than what's currently appearing

Step 3 — Write the content:
Write a [blog post / guide / comparison page / FAQ page] for [brand name] on the topic identified above.

Structure it to be cited by AI engines:
- Open with a direct, concise answer to the primary question — 2–3 sentences an AI could extract and cite verbatim
- Use clear H2 and H3 headings that match how users phrase these questions in AI assistants
- Include specific, factual claims with numbers, dates, or rankings where possible — generic statements don't get cited
- Answer each of the specific questions from Step 2 directly and completely
- Avoid marketing language in the factual sections — AI cites descriptive, informational content
- Target length: [800–1,500 words] unless the topic warrants more depth

[Optional: follow this brand style guide: paste guidelines here]

Step 4 — Publish to [CMS name]:
Create a new [content type] in [CMS name] with:
- Title: [title]
- Body/Content: [the generated article]
- Meta description: Write a 150-character description focused on the primary question this page answers
- Status: draft

No MCP connector? After Step 3, ask Claude to format the output as HTML or Markdown ready for copy-paste into your CMS editor instead.

No CMS connected? This tab gives you the full analysis and content in the chat — paste it wherever you need it.

For [brand name] in Scrunch, find the highest-priority citation gap and write AI-optimized content to fill it.

Step 1 — Find the gap:
Get citation metrics for the last 30 days. Get all tags and calculate the citation rate from [brand domain] for each — variants with brand_present = true and a citation pointing to [brand domain] divided by total variants. Rank tags by citation rate lowest to highest. For the lowest-performing tag, list the prompts where brand_present = false, sorted by observation count. Note what sources are being cited instead.

Step 2 — Get the brief:
Identify the single highest-priority topic: most prompts where we're absent + highest observation counts + clearest commercial relevance.

Give me a content brief:
- The 5–8 specific questions this page should directly answer
- What the competing or cited content is doing that ours isn't
- The recommended format (article, comparison page, FAQ, landing page, etc.)
- What specific facts, figures, or claims would make this page more citable

Step 3 — Write the content:
Write a [blog post / guide / comparison page / FAQ page] for [brand name] on the topic identified above.

Structure it to be cited by AI engines:
- Open with a direct, concise answer to the primary question — 2–3 sentences an AI could extract and cite verbatim
- Use clear H2 and H3 headings that match how users phrase these questions in AI assistants
- Include specific, factual claims with numbers, dates, or rankings where possible
- Answer each of the specific questions from Step 2 directly and completely
- Avoid marketing language in the factual sections
- Target length: [800–1,500 words] unless the topic warrants more depth

Format the final output as Markdown, ready to paste into any CMS or doc editor.

[Optional: follow this brand style guide: paste guidelines here]

Track whether it worked

After publishing, save the URL and check back in Scrunch after 30–60 days.

For [brand name] in Scrunch, check whether our new content at [published URL] is being cited.

Pull citation metrics for the tag [topic tag]. Has the citation rate for [brand domain] improved compared to last month? Are the specific prompts from the gap analysis now showing brand_present = true?

This closes the loop: Scrunch identified the gap, content filled it, Scrunch confirms whether it worked.

Tips

What makes content AI-citable

AI engines cite pages that directly answer a specific question with a clear, extractable statement. The most citable content has: a direct answer in the first paragraph, factual specificity (numbers, comparisons, rankings), question-matching headers, and no ambiguity about what the page is claiming. Generic “thought leadership” rarely gets cited — specific, opinionated, factual writing does.

Updating existing pages vs. creating new ones

If Scrunch shows that a topic is partially covered (you appear sometimes but not consistently), you may not need new content — you need to update an existing page. In Step 3, change the instruction to: “Rewrite and expand the [existing page title] to more directly answer these specific questions from Scrunch. Focus on adding the citable, factual sections that are currently missing.”

Running this for multiple topic gaps at once

After Step 2, ask Claude: “Repeat Step 2 for the next 3 lowest-performing tags and give me a prioritized brief for each.” You’ll get 4 content briefs in one session. Then run Step 3 for each in the same conversation or batch them into separate sessions.

Including competitor analysis in the brief

Add this to Step 2: “For the top 3 competitor or third-party URLs being cited in this topic gap, describe what those pages cover that ours don’t. What specific angles, data points, or question-types do they address that we’re missing?” This makes your content brief much sharper.

Using your brand style guide

Paste style guidelines directly into Step 3 after the main prompt. For a longer style guide (5,000+ words), attach it as a file or paste it in a prior message before running the workflow.

Build Your Prompt Library from SEO Keywords

Make sure you’re tracking the right prompts before creating content — use SEO keywords to find gaps in your Scrunch coverage.

Stage Content Tasks for Review

Not the one who publishes? Create a briefed ticket in Linear, Jira, GitHub, or Asana for whoever does.

​Track whether it worked

​Tips

Build Your Prompt Library from SEO Keywords

Stage Content Tasks for Review

Track whether it worked

Tips