📈 Marketing · Sales
Building B2B Content Assets AI Cites — A Hands-On Workshop on Getting Into AI Answers with Whitepapers, Comparison Tables, and Statistics
Citations, not rankings, decide who wins in AI search — a B2B content workshop that gets AI search to use you as a source. Each participant leaves with one finished white paper or comparison table
⏱ Duration6 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeLeave the session with one finished white paper or comparison table — ready to publish on your site or add to sales materials the next day
Building B2B Content Assets AI Cites is a one-day (6-hour) hands-on workshop for creating content that gets your company included as a “source” in AI answers, in an era when ChatGPT, Perplexity, Gemini, and Claude summarize answers on buyers’ behalf. B2B buyers have already narrowed their shortlist through Reddit, LinkedIn, practitioner communities, and AI answers by the time they reach a sales touchpoint. John Kim, CEO of Nanum Consulting, walks you step by step through how AI cites at the level of the passage rather than the page; the content elements that raise citation rates, such as statistics, sources, expert quotes, and update dates; the structural design of whitepapers, industry reports, and “us vs. competitors” comparison tables; and how to earn brand mentions on third-party sites and in communities and how to monitor AI citations. This is not a concept lecture: each participant works toward completing one whitepaper or comparison table for their own company. It suits content marketers, inbound marketers, and marketing planners at B2B manufacturing, IT, and professional services companies. The curriculum was designed from Nanum Consulting’s experience training 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
This course is for content marketers, inbound marketers, and marketing planners at B2B manufacturing, IT, and professional services companies. It is most effective for practitioners who create or manage whitepapers, product overviews, and comparison materials, and sales support or technical marketing staff are welcome to join them.
What will you learn?
- Understand how AI answers choose sources by passage rather than by page, and apply the conditions of a citable passage to our content
- Rewrite your existing documents by directly adding the content elements that raise AI citation rates, such as statistics, cited sources, expert quotes, and update dates
- Design the structure of a white paper, an industry report, and an “us vs. competitors” comparison table, and finish one core asset for your company
- Learn how to secure brand mentions on third-party sites and in communities, and set up an AI citation monitoring system so improvement continues after the training
Curriculum
Module 1: How AI citation works — paragraphs, not pages, get cited (about 50 min)
- Why now — B2B buyers narrow their shortlist through Reddit, LinkedIn, practitioner communities, and AI answers before they ever show up at a touchpoint
- AI search doesn’t rank pages — it picks the passages that match a question, assembles an answer, and attaches them as sources
- What makes a paragraph citable — a complete answer up front, one paragraph = one claim, and figures, sources, and dates together in one block
- Why B2B professional services have the highest GEO priority — comparison and evaluation questions are long, and buyers look for well-sourced answers
- Diagnostic exercise: Run five questions your customers would ask through AI engines and check who gets cited and which paragraphs are used
Module 2: Content elements that raise citation rates — statistics, sources, expert quotes, and update dates (about 50 min)
- What the GEO research showed — the lift in citation rate for each element is measured: adding statistics (+41%), citing sources (+35%), and expert quotes (+28%)
- Statistics — say '○% of respondent companies' instead of 'many companies'; your company’s own primary data is the strongest material for citation
- Cite your sources — attach [source, survey date, unit] to every figure; figures without a source get dropped from citation candidates
- Expert quotes — one or two sentences of opinion attributed to a named person with a title, positioning in-house experts as quotable authors
- Update date — show freshness signals at the top and set a regular refresh cycle
- Exercise: Pick one existing piece of company content and rewrite it into a citation-ready paragraph by adding the four elements
Module 3: Core asset production (1) — designing white paper and industry report structures (about 50 min)
- B2B assets AI cites most often — white papers, industry reports, benchmarks, term definitions, and checklists
- White paper outline — problem definition → market figures → solution approach → case (situation, action, result) → action checklist
- Question-style subheadings + an answer-first opening paragraph, with key figures broken out into tables or lists so each paragraph can be cited on its own
- Dissecting a sample white paper — comparing paragraphs that get cited with those that don’t
- Exercise: Draft a white paper or industry report outline and key paragraphs on your own topic
Module 4: Core Asset Production (2) — Designing an 'Us vs. Competitors' Comparison Table (approx. 50 min)
- “A vs. B” and “best ○○” questions are central to B2B purchase evaluation — AI lifts comparison tables as they are
- Conditions for a fair comparison table — disclose the criteria, acknowledge competitors’ strengths, and state figures, sources, and reference dates
- Build a set: comparison table + explanatory paragraph + selection guide (“A for these companies, B for those”)
- Tag content as “question” and “answer” with table markup and structured data (FAQ and Organization schema)
- Practice: Complete a comparison table of your company vs. 2 competitors — choose either the white paper or the comparison table as today’s finished asset
Module 5: Securing Entity and Brand Mentions — Third-Party and Community Reputation (approx. 50 min)
- AI doesn’t look only at your site — third-party mentions in the press, associations, reviews, and communities serve as evidence of trust
- Entity cleanup — standardize how the company, product, and CEO names are written, and link the company intro paragraph to official channels
- Ways to secure third-party mentions — guest articles, interviews, association materials, partner case studies, and participation in practitioner communities
- Community reputation — Showing up on Reddit, LinkedIn, and practitioner groups as an 'expert who answers,' not as a promoter
- Practice: Create a map of the external channels where our brand should be mentioned and a quarterly plan to secure those mentions
Module 6: AI Citation Monitoring + Presenting Your Finished Asset (approx. 50 min)
- Citation monitoring — set a list of customer questions, query each AI engine regularly, and record whether your company and your competitors are cited
- Tracking metrics — citation frequency, context of brand mentions, AI-referred traffic, and gap analysis for when only competitors are cited
- Asset maintenance cycle — keep citation authority by updating dates, refreshing figures, and rewriting paragraphs
- Presentations: Share your finished white papers and comparison tables, and refine the paragraphs most likely to be cited using feedback from the instructor and peers
Wrap-up: three next steps — assets to publish within two weeks, mentions to secure, and questions to monitor · Q&A (about 30 min)
- Confirm where today’s finished asset will be published and the internal review schedule
- List the next core asset candidates and assign owners
- Finalize the AI citation monitoring question set and check cycle
How it works: a production workshop where each participant completes one asset
- Before the course: bring your company’s product or service overview, one or two existing pieces of content, and two competitors to compare against
- Materials provided — a checklist of citation-boosting elements, templates for white papers, industry reports, and comparison tables, and a sample white paper
- Format — short explanations of the principles, then hands-on practice building with your own company materials in every module
- Recommended group size: up to 20 (can run in teams); bring a laptop; delivered on-site or online
Tools used in this course
Expected results / After the course
- Leave the session with one finished white paper or comparison table — ready to publish on your website or add to sales materials the next day
- Adopt the paragraph structure that gets cited (answer sentence · figures · source · date), plus white paper and comparison table templates, as your team’s shared production standard
- Set up a citation monitoring routine to regularly check how AI answers mention your company, and draft a plan for earning third-party mentions
- Build a shared language for reprioritizing content marketing around being cited in AI answers instead of search rankings
On-site training references
Samsung ElectronicsKTLG ElectronicsHyosungSamsung Electro-MechanicsSamsung C&TSamsung WelstoryLotte RentalLotte Data CommunicationNH (Nonghyup)Korea Land and Geospatial Informatix CorporationGyeonggi Business & Science AcceleratorDaejeon TechnoparkChungnam TechnoparkKorea SMEs Training InstituteYonsei UniversityKeimyung UniversityYeungnam UniversityPukyong National UniversityChungbuk National Universityand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
This course is for content marketers, inbound marketers, and marketing planners at B2B manufacturing, IT, and professional services companies. It is most effective for practitioners who create or manage whitepapers, product overviews, and comparison materials, and sales support or technical marketing staff are welcome to join them.
The Zero-Click B2B Marketing course is a 2-hour concept and strategy course on how AI search is changing the market. This course is a hands-on, one-day workshop where you build 'citable content assets.' The goal is for each participant to complete one white paper or one 'us vs. competitors' comparison table for their own company. The two courses can also be run back to back.
In a 6-hour one-day workshop, we move through the AI citation mechanism → content elements that raise citation rates → white paper and industry report structure → comparison table design → securing third-party and community mentions → citation monitoring and presentations. Because you practice with your own materials, please bring a laptop along with your existing content and competitor information. Both on-site delivery and online are available, and pricing is quoted separately based on headcount, venue, and customization needs.
We guide exercises to use material that is fine to make public (website, brochures, public case studies). When internal figures are needed, we also cover how to convert them into ranges or ratios, and we can prepare sample materials tailored to your company through prior consultation.
Building B2B Content Assets AI Cites — A Hands-On Workshop on Getting Into AI Answers with Whitepapers, Comparison Tables, and Statistics
Citations, not rankings, decide who wins in AI search — a B2B content workshop that gets AI search to use you as a source. Each participant leaves with one finished white paper or comparison table
Training objectives
- Understand how AI answers choose sources by passage rather than by page, and apply the conditions of a citable passage to our content
- Rewrite your existing documents by directly adding the content elements that raise AI citation rates, such as statistics, cited sources, expert quotes, and update dates
- Design the structure of a white paper, an industry report, and an “us vs. competitors” comparison table, and finish one core asset for your company
- Learn how to secure brand mentions on third-party sites and in communities, and set up an AI citation monitoring system so improvement continues after the training
Expected results
- Leave the session with one finished white paper or comparison table — ready to publish on your website or add to sales materials the next day
- Adopt the paragraph structure that gets cited (answer sentence · figures · source · date), plus white paper and comparison table templates, as your team’s shared production standard
- Set up a citation monitoring routine to regularly check how AI answers mention your company, and draft a plan for earning third-party mentions
- Build a shared language for reprioritizing content marketing around being cited in AI answers instead of search rankings
Curriculum
Module 1Module 1: How AI citation works — paragraphs, not pages, get cited (about 50 min)
- Why now — B2B buyers narrow their shortlist through Reddit, LinkedIn, practitioner communities, and AI answers before they ever show up at a touchpoint
- AI search doesn’t rank pages — it picks the passages that match a question, assembles an answer, and attaches them as sources
- What makes a paragraph citable — a complete answer up front, one paragraph = one claim, and figures, sources, and dates together in one block
- Why B2B professional services have the highest GEO priority — comparison and evaluation questions are long, and buyers look for well-sourced answers
- Diagnostic exercise: Run five questions your customers would ask through AI engines and check who gets cited and which paragraphs are used
Module 2Module 2: Content elements that raise citation rates — statistics, sources, expert quotes, and update dates (about 50 min)
- What the GEO research showed — the lift in citation rate for each element is measured: adding statistics (+41%), citing sources (+35%), and expert quotes (+28%)
- Statistics — say '○% of respondent companies' instead of 'many companies'; your company’s own primary data is the strongest material for citation
- Cite your sources — attach [source, survey date, unit] to every figure; figures without a source get dropped from citation candidates
- Expert quotes — one or two sentences of opinion attributed to a named person with a title, positioning in-house experts as quotable authors
- Update date — show freshness signals at the top and set a regular refresh cycle
- Exercise: Pick one existing piece of company content and rewrite it into a citation-ready paragraph by adding the four elements
Module 3Module 3: Core asset production (1) — designing white paper and industry report structures (about 50 min)
- B2B assets AI cites most often — white papers, industry reports, benchmarks, term definitions, and checklists
- White paper outline — problem definition → market figures → solution approach → case (situation, action, result) → action checklist
- Question-style subheadings + an answer-first opening paragraph, with key figures broken out into tables or lists so each paragraph can be cited on its own
- Dissecting a sample white paper — comparing paragraphs that get cited with those that don’t
- Exercise: Draft a white paper or industry report outline and key paragraphs on your own topic
Module 4Module 4: Core Asset Production (2) — Designing an 'Us vs. Competitors' Comparison Table (approx. 50 min)
- “A vs. B” and “best ○○” questions are central to B2B purchase evaluation — AI lifts comparison tables as they are
- Conditions for a fair comparison table — disclose the criteria, acknowledge competitors’ strengths, and state figures, sources, and reference dates
- Build a set: comparison table + explanatory paragraph + selection guide (“A for these companies, B for those”)
- Tag content as “question” and “answer” with table markup and structured data (FAQ and Organization schema)
- Practice: Complete a comparison table of your company vs. 2 competitors — choose either the white paper or the comparison table as today’s finished asset
Module 5Module 5: Securing Entity and Brand Mentions — Third-Party and Community Reputation (approx. 50 min)
- AI doesn’t look only at your site — third-party mentions in the press, associations, reviews, and communities serve as evidence of trust
- Entity cleanup — standardize how the company, product, and CEO names are written, and link the company intro paragraph to official channels
- Ways to secure third-party mentions — guest articles, interviews, association materials, partner case studies, and participation in practitioner communities
- Community reputation — Showing up on Reddit, LinkedIn, and practitioner groups as an 'expert who answers,' not as a promoter
- Practice: Create a map of the external channels where our brand should be mentioned and a quarterly plan to secure those mentions
Module 6Module 6: AI Citation Monitoring + Presenting Your Finished Asset (approx. 50 min)
- Citation monitoring — set a list of customer questions, query each AI engine regularly, and record whether your company and your competitors are cited
- Tracking metrics — citation frequency, context of brand mentions, AI-referred traffic, and gap analysis for when only competitors are cited
- Asset maintenance cycle — keep citation authority by updating dates, refreshing figures, and rewriting paragraphs
- Presentations: Share your finished white papers and comparison tables, and refine the paragraphs most likely to be cited using feedback from the instructor and peers
Module 7Wrap-up: three next steps — assets to publish within two weeks, mentions to secure, and questions to monitor · Q&A (about 30 min)
- Confirm where today’s finished asset will be published and the internal review schedule
- List the next core asset candidates and assign owners
- Finalize the AI citation monitoring question set and check cycle
Module 8How it works: a production workshop where each participant completes one asset
- Before the course: bring your company’s product or service overview, one or two existing pieces of content, and two competitors to compare against
- Materials provided — a checklist of citation-boosting elements, templates for white papers, industry reports, and comparison tables, and a sample white paper
- Format — short explanations of the principles, then hands-on practice building with your own company materials in every module
- Recommended group size: up to 20 (can run in teams); bring a laptop; delivered on-site or online
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)