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John Ganz discusses the approach of Unpopular Front, a newsletter that has gained a substantial following. He analyzes how the platform engages its audience and the types of content that resonate with subscribers.
The article discusses a simple method to improve article rankings by updating the publishing date. This tactic leverages Google's preference for fresh content, resulting in visibility increases without extensive rewrites or audits. It's a quick way to identify which articles need more work versus those that just need a refresh.
This article lists the ten least effective content strategies in B2B marketing. It highlights practices that waste time and resources, urging businesses to stop these activities to improve their content strategy. The author emphasizes the importance of focusing on valuable content rather than following trends blindly.
The article outlines how a startup gained its first 1,000 users from Reddit without any ad spend. It emphasizes the importance of engaging authentically with communities, understanding what content resonates, and scaling efforts through consistent posting. The author shares specific strategies and insights to leverage Reddit for organic user growth.
This article analyzes how Clio, a legal software provider, leverages smart content marketing to dominate Google’s AI Overviews. It outlines the impact of AI Overviews on organic traffic and how Clio’s extensive, authoritative content helps it maintain visibility while others struggle.
This article provides a framework for using LinkedIn posts to generate newsletter content and attract subscribers. It highlights methods for selecting topics based on LinkedIn analytics and creating a unified writing system for both platforms. Lee Densmer and Molly Godfrey share their expertise in content marketing and LinkedIn strategies.
This webinar features Lashay Lewis discussing strategies to improve your brand's visibility in AI-driven search results. Attendees will learn about effective BOFU page formats and get actionable steps for launching key content within 60 days.
The article critiques the traditional TOFU/MOFU/BOFU framework in marketing, advocating for a shift in focus from top-of-funnel content to middle and bottom-of-funnel strategies. It argues that too much emphasis on TOFU leads to generic content, while MOFU and BOFU can drive trust and conversions when crafted thoughtfully.
This article discusses the common issue of marketers creating vast amounts of content without effectively promoting it. It outlines a structured approach to content distribution that emphasizes leveraging subject matter experts and personal LinkedIn profiles to enhance visibility and engagement.
This article explores the shift from follower-based engagement to recommendation-driven content in social media. It outlines strategies brands can adopt in this new landscape, emphasizing the importance of community building and content that resonates with both existing followers and new audiences.
This article outlines the most impactful growth experiments from 130 readers, highlighting tactics in outbound marketing, partnerships, events, and content strategy. Key themes include leveraging AI for data-driven outreach and maximizing existing networks to drive growth.
This article explores how Modern Animal, a veterinary care company, achieved over 50 million views in three months using a content style called "spectator social." This approach involves filming veterinarians interacting with animals in a reality show format, which builds trust and engages viewers without hard selling.
This article discusses shifts in B2B SaaS content strategies influenced by AI. Key trends include an increased focus on off-page SEO tactics, the creation of authoritative content through expert interviews, and leveraging platforms like LinkedIn for relationship-building rather than just broadcasting.
This article discusses the growing impact of AI on web traffic, emphasizing the need for brands to adapt their strategies. It introduces a dual approach: creating high-trust human interactions and optimizing content for AI visibility. The piece highlights the importance of understanding both human and machine user behavior to enhance brand presence.
This article outlines a content strategy to enhance visibility in AI-generated search results. It details a framework for creating high-quality, well-researched content that can be cited by AI models, along with practical steps to scale content production effectively.
This article argues that while traditional blogs aren’t dead, ineffective content has fallen by the wayside. It emphasizes the need for intentional, expertise-driven writing that addresses specific audience pain points and provides real value. Brands that adapt to these changes are seeing significant results.
This article explores the significant shifts in B2B buyer behavior over the past 15 years. It outlines how buyers now prefer to gather information independently, value specialized expertise, and expect clear messaging from firms before making purchasing decisions.
This article presents a toolkit designed to help brands adapt to the changing social media landscape by offering strategies for content optimization, brand workflow, and social commerce. It includes best practices for using data to enhance visibility and streamline creative processes. The goal is to build impactful social strategies that drive customer engagement and sales.
The article discusses how Google AI Overviews can amplify negative opinions from platforms like Reddit, making them appear as facts. Brands must actively monitor these forums, create authoritative content, and address criticism directly to shape their online narrative effectively.
This article explains how Writesonic helps brands track their performance in AI search results and take actionable steps to improve visibility. It offers tools for competitor analysis, real user intent tracking, and automated technical SEO fixes to enhance online presence.
This article explores how to build a social media strategy by balancing competent and entertaining content. It explains that audiences seeking information prefer a mix of positive and negative posts for credibility, while those looking for entertainment respond better to consistently upbeat content. The findings are based on a study of user behavior across major social platforms.
This article previews an upcoming piece on how timeless content principles can lead to high citation rates by AI, even if the content wasn't originally designed for that purpose. It emphasizes the importance of clear expertise, structured information, and avoiding keyword stuffing to make content valuable for both AI and human readers.
This article analyzes how Google’s Gemini AI selects content from web pages for grounding. It reveals a fixed budget of around 2,000 words per query, with the amount allocated based on source relevance. Longer pages see diminishing returns, making concise, relevant content more effective.
the article details how Clarify, an AI CRM startup, effectively transformed LinkedIn into their primary lead generation channel in six months. It outlines a strategic approach focusing on authentic content, a structured content taxonomy, and leveraging creator partnerships.
This article outlines a strategy for B2B companies to gain visibility by becoming valuable sources of insights for creators. It emphasizes providing genuine data and frameworks without asking for anything in return, building relationships that lead to organic sharing and collaboration.
This article analyzes the emerging role of Head of CEO Content at companies like PayPal and Virio. It critiques PayPal's incremental approach that lacks creativity and suggests a more dynamic, team-based strategy for effective CEO communication. The author argues that domain knowledge and a bold, experimental mindset are essential for success in this role.
+ ceo-content
+ corporate-communications
+ founder-led-marketing
content-strategy ✓
+ domain-knowledge
This article analyzes 1 million chat sessions to reveal how users engage with AI assistants. It highlights that most interactions are short and transactional, with users providing about 40% of the content, while the majority of usage is non-commercial, focusing on tasks like brainstorming and learning.
In 2026, brands are moving from a single social media account to multiple accounts tailored for different concepts. This approach allows for specialized content, like behind-the-scenes and storytelling, organized by days or themes. The article discusses implications for various brands, including personal and corporate entities.
The article shares practical tips for maximizing LinkedIn engagement, like placing links in captions rather than comments to avoid visibility issues. It also discusses how to analyze your company page's search terms, track content performance, and the importance of disclosing brand partnerships.
This article outlines key strategies for crafting an effective internal newsletter, emphasizing the importance of structure, timing, and content balance. It highlights common challenges in sourcing content and measuring success, and invites participants to join a webinar for hands-on advice.
Brendan Hufford presents five crucial questions to evaluate whether website content is genuinely problem-led or merely playbook-led. He emphasizes the importance of creating content that resonates with specific human experiences and sparks meaningful conversations, rather than just fulfilling content quotas or SEO checklists. By focusing on naming problems and differentiating from competitors, content can have a significant business impact.
The article delves into the iterative process of refining UI copy at Automattic, highlighting the importance of user feedback and testing in creating effective and engaging content. It provides insights into the team's strategies for improving clarity and user experience through continuous iteration.
Instead of traditional brainstorming sessions, the A–B–Shift Content Test is proposed as a more effective method for generating content ideas by focusing on the ideal customer's current experience, desired outcome, and necessary shifts in thinking or action. This approach emphasizes strategic content creation that aligns with audience needs, moving away from random ideas and cluttered messaging.
Ahrefs' Brand Radar tool helps businesses enhance their brand visibility in the evolving landscape of AI search through insights on AI visibility, search demand, and web mentions. It provides real data analysis to benchmark against competitors and track brand perception, enabling brands to optimize their presence across AI platforms and traditional search engines.
The content strategy for AI search focuses on the importance of optimizing digital content to enhance visibility and engagement in AI-driven search environments. It emphasizes the creation of structured, relevant, and high-quality content that aligns with user intent and leverages AI technologies for improved search outcomes. Workshops and resources are offered to help organizations adapt their content strategies effectively.
The article explores the importance of mapping user journeys to search queries in order to improve SEO strategies. By understanding how users interact with content and what they search for, businesses can enhance their online presence and drive more relevant traffic to their sites. Effective mapping helps align content creation with user intent, leading to better engagement and conversions.
Experts Exchange transformed their failed newsletter into a success by understanding their highly technical audience and shifting from being authoritative marketers to informed curators. By focusing on genuine engagement, refining their content strategy, and respecting their audience's expertise, they achieved a remarkable 47% open rate and created new revenue opportunities through sponsorships.
In a world where users can find information without clicking through to websites, businesses must adapt their strategies to attract and retain attention. Emphasizing the importance of optimizing for quick answers and engaging content, the article highlights various approaches to thrive in a zero-click environment. Brands are encouraged to focus on delivering value directly within search results and leveraging social media to engage audiences effectively.
The article discusses how traditional keyword research methods can lead to biased outcomes, potentially skewing content strategies and rankings. It highlights the importance of a more holistic approach to understanding search intent and user behavior. By focusing on these aspects, marketers can create more effective and relevant content that aligns with audience needs.
Building a content cluster involves organizing existing content around core parent terms to enhance SEO effectiveness. The process includes defining parent terms, auditing current content for target keywords, creating logical groupings, linking content effectively, and continuously evolving the clusters to align with changing search intents.
AI Overviews are significantly reducing click-through rates (CTR) in search results, prompting companies to adapt their strategies for driving growth. To counter this trend, businesses should focus on redefining success metrics, covering relevant keywords, and utilizing content upgrades, while ensuring that their calls to action are aligned with the buyer's journey. By refreshing content regularly and integrating product mentions thoughtfully, brands can maintain a competitive edge in search-driven content.
A practical guide to Answer Engine Optimization (AEO) outlines strategies to enhance brand visibility in AI chatbots. Key recommendations include measuring current AI visibility, creating high-quality content, engaging with user-generated content platforms, and focusing on authoritative mentions across the web. AEO differs from traditional SEO by emphasizing brand representation in AI rather than just optimizing one's own site.
+ answer-engine-optimization
+ ai-visibility
content-strategy ✓
+ user-generated-content
+ digital-marketing
Starting a podcast requires careful consideration of goals, content, and guest selection, which many aspiring podcasters overlook. A more effective alternative is to adopt a podcast guesting strategy where organizational leaders appear on established podcasts, leveraging their expertise to enhance brand visibility and thought leadership with less effort. Implementing a structured approach to podcast guesting can yield significant marketing benefits without the heavy lift of creating a podcast from scratch.
Companies are encouraged to optimize their brand messaging using LLMs like ChatGPT by reviewing how their brand is presented in AI-generated content. The process involves checking and updating key sources of information to ensure alignment with current branding and features. This exercise helps identify discrepancies between internal messaging and external perceptions, which can influence prospect decisions.
Developing a consistent short-form video series can enhance your marketing strategy and audience engagement. By establishing a repeatable format, mastering production techniques, and creating daily viewing rituals, marketers can significantly boost viewer retention and interaction. Analyzing performance and adapting content accordingly ensures ongoing success and audience connection.
A recent experiment at Webflow implemented FAQ schema markup on key feature pages, resulting in a 24% increase in SEO impressions and 331 new citations. The approach utilized data-driven insights from platforms like Google’s "People Also Ask" and Reddit to create relevant content that directly answers user queries, enhancing visibility in search and AI engines.
Internal input is crucial for effective content creation, yet many non-content marketers feel underutilized in the process. Jess Cook shares strategies on how to engage colleagues, build relationships, and demonstrate the value of their contributions to foster a collaborative content environment. Emphasizing clear communication and recognition, she outlines best practices for involving non-marketers in content development.
AI is transforming marketing from a click-driven approach to one focused on buyer intent, where AI assistants curate personalized recommendations without the need for traditional searches. Marketers must adapt by building influence, detecting intent signals in real time, creating tailored content, and being agile in their strategies to stay relevant in this new landscape. The shift emphasizes the importance of distinguishing between curiosity and commitment in potential customers.
B2B social media leaders must recognize that not all content is equally effective on LinkedIn. The organic Content Matrix developed highlights that certain formats, such as thought leader videos and webinars, excel in both authority and engagement, while others, like conferences and product edutainment, may not deliver the same value. The focus should be on selecting content formats that balance trust and traction to drive business growth on the platform.
New research highlights significant differences in citation patterns among major AI platforms, including ChatGPT, Google AI, and Perplexity, particularly in their sourcing strategies and preferred domains. The findings emphasize the need for tailored content strategies that align with each platform's unique citation behaviors and source preferences.
Owned content establishes a brand's credibility in AI search, but third-party validation is crucial, accounting for 85% of brand mentions. Successful brands balance on-site authority with off-site recognition, leveraging external validation through listicles and comparisons to enhance visibility in AI-driven commercial queries. A cohesive strategy that integrates both owned and earned channels is essential for maximizing brand recognition across different AI models.
The article discusses the considerations involved in creating a new category for content, emphasizing the importance of clarity, relevance, and user experience. It explores the potential benefits and drawbacks of adding categories, suggesting a strategic approach to enhance organization and navigation.
Building an effective SEO or AEO content strategy starts with engaging frontline teams—sales, success, and support—to uncover unprompted customer insights. By focusing on what customers actually discuss, businesses can create high-impact content that resonates and drives conversions, rather than relying solely on keyword tools. Listening to these teams can reveal valuable content ideas that improve engagement and reduce support issues.
Share of voice is crucial in navigating Google's AI-driven search landscape, as it influences visibility and competition among brands. Understanding and optimizing for share of voice can help businesses effectively enhance their search rankings and audience engagement. The article emphasizes the need for strategic content and marketing efforts to capture a larger share of voice in the digital marketplace.
A workshop is being offered to share a proven content strategy for leveraging AI, drawing from 12 months of experience with top companies. Participants will learn to create effective content blueprints, optimize workflows, and measure results, with access to templates and playbooks developed from extensive practical application.
More content doesn't necessarily lead to better results in B2B marketing. Lee Densmer introduces a simplified 3×5 Content Framework that focuses on three business goals, high-value buyers, content pillars, distribution channels, and success metrics to drive impactful content strategy without the clutter.
The B2B Social's Rising 30 Guide showcases insights from leading social media marketers, offering over 150 actionable lessons and strategies that emphasize creativity, authenticity, and community engagement in B2B social media marketing. It highlights personal experiences and practical advice on building brands, fostering employee advocacy, and overcoming challenges like imposter syndrome, inspiring professionals to innovate and connect in their social media efforts.
Justina outlines her strategic plan as the first marketing hire at a startup with no budget, focusing on essential tactics like optimizing the website, leveraging video content, and engaging on LinkedIn. She emphasizes building community and creating valuable content while encouraging feedback from initial customers to shape the marketing approach. The discussion highlights practical methods for effective go-to-market strategies in a resource-constrained environment.
B2B brands should focus on three key content channels: personal brand content from executives, an editorial email newsletter, and flagship content that provides in-depth insights. This interconnected strategy builds trust and captures leads effectively, emphasizing the need for quality over quantity and the importance of optimizing distribution and website performance.
A creator with over 700K followers significantly boosted the views on a video from 12,000 to 50,000 in just 30 minutes through a repost on Instagram, highlighting the platform's shift in content prioritization. This change is beneficial for brands focusing on shareable, entertaining content but poses challenges for those relying on high-quality campaigns or carousels. The evolution of Instagram's algorithm suggests that traditional social media playbooks are becoming obsolete, emphasizing the need for brands to adapt their strategies.
Repurposing content often leads to mediocre results because it doesn't cater to the unique characteristics of each platform. Instead of breaking down a single asset for multiple channels, creators should start with a specific concept and tailor content for each platform, which enhances visibility and engagement. Prioritizing high-quality, platform-specific content is essential for effective marketing strategies.
Niall Ratcliffe shares insights from a 3-month experiment on LinkedIn, where he tested various content formats, such as broad vs. niche topics and different post styles. Despite initial struggles with engagement, he concludes that there is no one-size-fits-all approach, emphasizing the importance of variety in content to align with personal and professional goals.
Bad B2B newsletters often lead to poor engagement and low conversions, but with the right approach, they can become a valuable marketing tool. By focusing on helpful content, understanding audience pain points, and analyzing successful newsletters, businesses can create engaging newsletters that drive better leads and sales. Starting with a quality email list and testing different strategies is crucial for improvement.
Erik Sarissky from Ahrefs emphasizes the importance of localization in SEO, explaining that translation alone is insufficient for attracting traffic. By adapting content to resonate with local audiences and conducting thorough keyword research, businesses can significantly enhance their organic reach and engagement in different markets. The article highlights strategies for effective localization, including using local examples and involving native authors to create authentic content.
Traditional brainstorming sessions often lead to random ideas and confusion, failing to prioritize actionable content strategies. Instead, using structured frameworks and strategic questions provides direction and clarity, allowing for more effective content generation that aligns with business goals. The author emphasizes the importance of guardrails and meaningful discussions over chaotic group brainstorms.
A communication professional shares a valuable tip on improving the content approval process by asking stakeholders to fact-check for accuracy rather than inviting general feedback. This specific request helps avoid unnecessary rewrites and keeps the focus on factual correctness, streamlining approvals. The author encourages adding clear deadlines to further enhance efficiency in communication.
A quick audience research hack can be performed using LinkedIn analytics to identify key demographics of engaged users on your highest-performing post. By analyzing this data, marketers can tailor their messaging to resonate more effectively with their target audience, enhancing the performance of their content. Additionally, tools like SparkToro can provide further insights into audience preferences and behaviors.
Site owners and content creators are encouraged to focus on providing unique and valuable content to succeed in Google's AI search experiences. Key strategies include ensuring a great page experience, meeting technical requirements, managing visibility, and adapting to evolving user needs in search behavior. Emphasizing multimodal content and understanding visitor engagement are also crucial for maximizing the value of search traffic.
Quora marketing leverages the platform's unique user intent and high engagement to connect with potential customers actively seeking information. By providing valuable answers and utilizing both organic and paid strategies, brands can enhance visibility and credibility while navigating the platform's strict moderation and content guidelines. Understanding the audience and market dynamics on Quora is essential for effective marketing efforts.
Five effective social media strategies used during the launch of Gorgias' new AI tool, Shopping Assistant, resulted in a significant increase in engagement. Key tactics included showcasing team members, diversifying content formats, creating assets for employee sharing, cautiously leveraging trends, and implementing a no-links policy on LinkedIn to prioritize reach and awareness.
The article discusses how fragmented search behaviors among users are shaping the future of SEO and content strategies. It emphasizes the need for businesses to adapt to these changes by focusing on user intent and optimizing for diverse search platforms.
The article discusses the current saturation of content in the digital landscape, likening it to a "red ocean" where competition is fierce and differentiation is crucial. It emphasizes the need for creators to innovate and adapt their strategies to stand out in an oversaturated market.
A recent discussion about ChatGPT reveals that it differentiates between timely and evergreen queries when sourcing information. While timely topics prompt the model to search for current articles and cite sources, evergreen topics rely on its training data from 2024, often lacking recent references. This insight suggests that brands should focus on creating timely, data-driven content rather than competing for evergreen searches to maximize their visibility in LLM responses.
Ranking on Google is now just one aspect of online visibility, as the discovery process evolves from SEO to AEO and now to GEO. Businesses must adapt by mastering all three layers to remain competitive, focusing on structured content and authoritative presence across the web rather than solely optimizing for search engines.
The article discusses the prevalence of "ragebait" in marketing, where content is designed to provoke strong emotional reactions to drive engagement. It explores whether marketers should embrace this tactic or seek more constructive approaches. The piece highlights the ethical considerations and potential long-term impacts on brand reputation.
The AI Search Content Optimization Checklist provides essential strategies for optimizing content for AI search platforms. It emphasizes the importance of understanding audience behavior, enhancing crawlability and indexability, and ensuring topical breadth and depth to improve visibility and performance in AI-generated answers.
Promoting content before its creation, known as a pre-post, allows creators to gather audience insights, validate topics, and build anticipation for their upcoming content. By engaging with their audience through questions or polls, creators can shape their content based on feedback and ensure it resonates with their audience. This strategy not only aids in content development but also facilitates organic discussions and boosts distribution once the content is published.
Mindshare marketing focuses on creating a deep connection with a specific audience, allowing brands to become the trusted choice before a purchase is made. By showcasing personality, maintaining a consistent content ecosystem, and engaging in relevant communities, brands can establish valuable mental real estate in the minds of their target customers. This approach requires a long-term commitment to authenticity and genuine engagement.
Less than 7% of your audience sees your posts, making content repurposing essential. The article outlines several effective strategies for reusing content, including reposting, breaking down long posts, altering the tone, changing content formats, and making posts relevant to current trends. By maximizing the lifespan of your ideas, you can enhance engagement and reach.
A structured approach to LinkedIn posting can transform casual thoughts into a strategic personal branding tool. By following an 8-post framework over four weeks, users can engage their audience effectively while sharing authentic experiences and insights, ultimately boosting their follower count and client interest.
Creative roadblocks are common among video creators, but ideation can be developed as a skill. The article presents 8 effective strategies to generate new video ideas, focusing on understanding audience needs, leveraging past content, exploring trends, engaging with the community, and using tools available on YouTube to enhance creativity.
This guide outlines a step-by-step method to reclaim AI search traffic originating from hallucinated URLs by analyzing website analytics, generating an Apps Script for HTTP status checks, and implementing 301 redirects for non-existent pages. It emphasizes the importance of managing these URLs to enhance traffic and improve user experience. The process is detailed yet straightforward, making it accessible for website managers.
Instagram has updated its algorithm, prompting social teams to adapt their strategies. Key recommendations include prioritizing direct messages, continuing to use carousels and stories, and leveraging Reels for broader reach. Brands that quickly adjust to these changes are more likely to succeed in the evolving social media landscape.
Many teams are starting Q4 with a structured approach to quarterly content meetings, focusing on cross-functional collaboration among PMMs, creative teams, and demand generation. A framework is shared that includes setting clear objectives, performance metrics, and integrated planning updates, making these meetings engaging and effective for all participants. The importance of linking audience insights to future content strategies is also emphasized.
+ quarterly-planning
content-strategy ✓
+ cross-functional
+ performance-metrics
+ audience-insights
Building a strong LinkedIn presence can significantly impact business growth and career advancement. The article outlines strategies from industry experts on how to define your audience, create valuable content, engage with others, and measure success on the platform. It emphasizes the importance of consistency and providing value to foster meaningful connections and drive results.
Marketers must adapt to the evolving landscape of AI search visibility, which requires a multi-layered approach known as the AI Visibility Pyramid. This framework emphasizes the importance of traditional SEO, context-driven content strategies, and building trust and authority signals to enhance brand presence in AI-generated search results. By continuously improving these aspects, brands can maintain competitiveness in both traditional and AI-driven search environments.
The article discusses the brand-demand disconnect in marketing and introduces the ACOM framework developed by HubSpot's Kyle Denhoff, which emphasizes the importance of aligning audience, content, and offers to improve conversion rates. By tailoring offers to the specific needs and behaviors of the audience, marketers can enhance engagement and generate higher-quality leads.
Media brands must adapt their content strategies to thrive in an age increasingly dominated by AI, moving away from dependency on Google traffic. Emphasizing direct audience engagement through newsletters, memberships, and unique content can help publishers build loyalty, while also considering the rise of bots that shape information consumption.
Websites with higher organic search traffic tend to be mentioned more frequently in AI search systems like Google AI Overviews, ChatGPT, and Perplexity, with the strongest correlation found in Perplexity. User-generated content sites like YouTube and Wikipedia are favored, while social media and corporate sites lag behind. Overall, creating engaging content in forums and videos is essential for visibility in AI searches.
Modern agencies are evolving their strategies for brand storytelling to adapt to the challenges posed by diverse content formats and the integration of AI. By fostering collaboration with in-house teams and treating content as a strategic driver, agencies can enhance client relationships and ensure their narratives remain compelling across various platforms. Emphasizing a partnership model and embracing AI as a creative tool can further strengthen their value proposition in the rapidly changing digital landscape.
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Discover effective strategies for creating high-performing Instagram content that captures attention and encourages sharing. By focusing on relatable, controversial, and timely content, marketers can enhance engagement and attract new followers while balancing promotional and educational posts.
Strategic content repurposing can significantly enhance visibility, as demonstrated by creator @lenamoriarty, who posted the same video seven times with minor adjustments, achieving a total of 21.3 million views. While this approach can be effective for individual creators, brands must be cautious with repetition to avoid audience backlash against recycled content.
Leveraging Reddit can significantly enhance content strategies by providing insights into real customer conversations and pain points. By analyzing discussions related to specific products, brands can create targeted content that addresses emerging needs and improves SEO performance, ultimately leading to better customer engagement and conversion.