G2’s AI citation study is a land grab disguised as research, but it reveals something real: the infrastructure of B2B buyer influence is being rebuilt around which sources AI models trust at the bottom of the funnel. G2 recently published a study analyzing roughly 35,000 ChatGPT citation URLs to answer a straightforward question: do review ...
Organic traffic declines. The team panics. Someone says the words “generative engine optimization.” A new initiative spins up: get the brand cited by ChatGPT, show up in AI Mode, win in Perplexity. The tactics are familiar if you’ve been paying attention. Self-promotional listicles. Hidden prompt injections. Content engineered not for readers but for retrieval. It ...
The way most people picture AI search is wrong. They imagine a user types a question, the AI thinks for a moment, and an answer appears. Clean, linear, one-to-one. What’s actually happening looks more like a casting call. When someone asks Perplexity or SearchGPT a complex question, the system doesn’t reason from memory. It decomposes ...
Every growth engagement starts the same way. The brief says “we need more content.” The roadmap is full of net-new pages, net-new blog posts, net-new landing pages. The assumption is always that the content gap is a production problem. Then you look at what the company already has. Help documentation with detailed explanations of every ...
Two marketers sit in the same company. One builds the campaign architecture, fixes the attribution model, and quietly ships work that actually moves pipeline. The other spends half their week in cross-functional meetings, asking sales for input on messaging, looping in product on positioning decisions, and presenting results (including results they didn’t personally drive) in ...
Last year a B2B SaaS company fired their freelance writer. The deliverables were generic, unfocused, off-voice. Three months later they replaced the writer with Claude, fed it the same one-paragraph Slack message they’d been sending the freelancer, and got back generic, unfocused, off-voice content. The writer was never the problem. The brief was the problem. ...
Let’s be real — marketers today are drowning in SaaS subscriptions.Analytics, automation, landing pages, pop-ups, email… every tool’s got a $29 “starter plan” that somehow turns into $499/month before you blink. You’re paying rent on your own marketing stack — month after month — and you don’t even own the walls. There’s a better way. ...
I recently read The Next Phase of B2B Content Marketing: Influencer Nodes by Lars Lofgren and he hit on so many points that I’ve had in mind, but with much sharper clarity, that it inspired me to come up with my own version. I got my start in B2B content marketing in the same area ...
So, you’ve just finished your keyword research process, maybe using a tool like Semrush, Ahrefs, Keywords Everywhere, Google Keyword Planner, or Telescope. You’ve got a spreadsheet brimming with Seed keywords, long-tail phrases, and maybe even a few oddballs you’re not quite sure about. Now what? If keyword research is the map, what you do afterwards ...
If you’ve ever stared at a blank page wondering what kind of content to create next—whether a blog post, a YouTube video, or even a short-form clip—you’re not alone. One of the biggest challenges in content marketing is figuring out which topics are actually worth your time. In this tutorial, I’ll show you how to ...