From expert interview to AI overviews: a repeatable workflow for standout content
Guus Goorts
Education Marketing Coach, Crystal Marketing BV
As AI tools increasingly summarise and surface information directly, generic content struggles to gain visibility. What matters now is distinctive expertise, clear structure, and evidence that AI systems can recognise and cite.
In this session, you’ll explore a repeatable end-to-end workflow used at an education provider to transform subject-matter expertise into high-performing articles. The process covers topic selection aligned to marketing objectives, lightweight research to identify essential concepts, structured interviews to capture expert insight, and the use of a custom GPT as an editing and production assistant rather than a content generator.
You’ll also learn how to balance efficiency with quality, apply guardrails that keep content accessible for human readers and interpretable for AI systems, and measure early indicators of visibility in AI Overviews. The session provides a practical model that can be adapted across teams without overloading internal experts.
Key takeaways
Learn a repeatable workflow for turning expertise into AI-visible content
Understand how to balance AI assistance with human insight and credibility
Discover practical ways to measure early impact in AI-driven search
About Guus
Guus Goorts is an education marketing coach and author based in the Netherlands. He helps education providers improve student recruitment through genuinely helpful websites and content that performs in search, including AI-driven discovery. Guus has more than 18 years’ experience in international education marketing and specialises in SEO, Google Ads, analytics, and content strategy for the sector.
He is the author of Genuinely Helpful: A Practical Guide to Effective University Websites and Successful Student Recruitment with Google Ads. Guus regularly speaks at events and webinars for education audiences and works directly with teams to turn subject-matter expertise into evidence-led content that builds trust and drives enquiries.