Content strategists already know how to build for search. They understand how to map topics, connect related pages, and create enough depth to establish authority. But answer engine optimization (AEO) begs the question: When buyers ask ChatGPT, Gemini, or Perplexity about your category, which pages, if any, actually get cited? AEO doesn’t make your existing … Weiterlesen
Growth marketing is all about finding the next channel opportunity before the current one gets crowded and expensive. Paid search got crowded. Content took time. Email got filtered. The teams that found a new lever early on took advantage of lower competition, cost, and disproportionate returns before the channel normalized. Right now, AI-driven discovery is … Weiterlesen
Marketing leadership decisions used to be about where to allocate resources between known channels like paid, content, events, and email. Each of these channels has established performance benchmarks and predictable customer acquisition cost (CAC) ranges. But now, that framework is getting harder to trust as more buyer discovery moves to answer engines. The most valuable … Weiterlesen
Product marketing’s core job is positioning: Deciding how a product should be described, what category it competes in, and which differentiators matter most to buyers. The results are deployed through sales, content, and campaigns. But now there’s a channel that interprets and rebroadcasts your positioning at scale without asking permission: answer engines. When a buyer … Weiterlesen
Demand generation has been built around the assumption that buyers will come to a brand when they are ready to learn about its category, whether through search, ads, content, or other channels. The funnel starts when a prospect arrives somewhere the business can see, measure, and influence it. But AI is changing what happens before … Weiterlesen
Buyer behavior has changed since the advent of artificial intelligence. Now, before ever filling out a form or clicking an ad, prospects are likely asking AI for recommendations, comparing vendors, and gathering answers. Those interactions shape which companies make the shortlist, but they often happen outside the systems marketing operations teams use to measure performance. … Weiterlesen
A handloom weaver in 1820 could not have named a single job his trade would turn into. Neither can anyone today. No one is going to save your career from AI. That’s the most useful thing anyone can tell you about your job, and the sooner you believe it, the sooner you start building a version … Weiterlesen
On empty seats, metaphors, and the useful parts that don’t quite fit Continue reading on UX Collective »
The call for problem discovery, the freedom to wander, and craft in the age of AI I grew up surrounded by 17th- and 18th-century architecture my stepfather salvaged from around the world. My mother had a knack for convincing him to put some of his salvaged pieces in our house, which meant I got to enjoy … Weiterlesen
Why I’m reconsidering a principle I’ve believed for years. I’ve always believed that imperfect research is better than no research at all. Synthetic users have made me reconsider that. When synthetic responses are treated like findings from real users, they can create something far more dangerous than uncertainty: false confidence. What I mean by “imperfect research” Until … Weiterlesen