What Content Actually Gets Cited by LLMs with Noah Greenberg, CEO of Stacker

"Do your own primary research."

That's the key takeaway from Noah Greenberg, founder and CEO of Stacker, in this episode of Get Discovered.

Noah sits between brands and publishers, helping stories get distributed across the media ecosystem. He's been watching how discovery works at scale for years, well before Large Language Models hit the scene. And what he's seeing now is a fundamental shift in how visibility, attribution, and business outcomes connect (or don't).

What you'll learn:

- Why your content strategy from yesterday won't work tomorrow, and what to do instead

- What content actually gets cited by LLMs

- Why content isn't about conversions anymore

- How AI search removes the SEO moat that legacy brands had (and how this benefits new brands)

- Why brands are hiring journalists

- The biggest misconception about AI visibility

- What gets worse in the discoverability space before it gets better: why the next 12-18 months may be more chaotic than the last year

- And yes, why AI won't replace writers

Episode resources:

- About Stacker: https://stacker.com/

- About Noah: https://www.linkedin.com/in/noahg/

- The Great Decoupling - an article from Kevin Indig: https://www.growth-memo.com/p/the-great-decoupling

This week's Monday Morning Action:

Each week, we're sharing one action you can take to measure your brand's discoverability. This week's action: monitor your press.

1) Choose a recent piece of press written about your company—not something published on your own blog.

2) In your favourite LLM, search for the broader topic the article covers, without mentioning your brand. For example: “What matters most when choosing accounting software for startups.”

3) Look at the answers and note:

1. Whether your company is mentioned at all
2. Which sources the AI cites
3. Whether the original story you worked hard to place shows up or gets summarized away

4) Ask yourself:

• Is this how I’d want our perspective represented?
• What part of our story didn’t survive?

If anything surprises you about these results, we’d love to hear about it. Share what you noticed at prerender.io/podcast for a chance to be featured in a future episode.

About the show:

Get Discovered is a podcast from Prerender.io on AI and online discoverability. Subscribe on Spotify, Apple, or wherever you get your podcasts. Learn more at prerender.io/podcast.