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TitreDateDurée
Three Dinosaurs Talk AEO (with Benji Hyam & Devesh Khanal)23 Sep 202601:21:40

In this episode of The Long Game Podcast, Alex Birkett sits down with Benji Hyam and Devesh Khanal, co-founders of Grow and Convert, to separate what's real from what's noise in AI search optimization. Drawing on their work with 100+ brands and their own AI visibility tracking data, they challenge popular narratives around listicle penalties, Reddit citations, and one-size-fits-all GEO tactics.
They discuss how personalization and context-rich prompts make AI search fundamentally different from Google, why long-form content is losing its role in the buyer's journey, and the rise of cold inbound leads who arrive with no prior connection to the brand. The conversation also covers why positioning, reputation, and on-site source material matter more than mass third-party mentions, why attribution is getting harder as marketing becomes multi-channel, and how brands need to rethink where they earn attention.

Key Takeaways

  • Self-promotional listicles are not penalized by default; the widely cited examples involved thousands of AI-generated pages with misleading claims, while human-written, category-relevant comparison content has stayed stable through Google updates.
  • Aggregate citation studies overweight Reddit and Wikipedia because their datasets skew toward high-volume consumer queries, whereas Grow and Convert found 86% of citations for B2B buying prompts came from industry-specific sites.
  • YouTube shows up in citations across B2B clients far more often than the industry discusses, making video a real opportunity for reaching buyers.
  • Roughly 80% of sources cited by LLMs in Grow and Convert's research ranked in Google for ordinary keywords with search volume, which suggests SEO fundamentals still drive much of AI visibility.
  • AI summaries strip out the differentiated arguments that used to win readers over, producing cold inbound leads who compare several vendors on deliverables and need to be educated on your point of view during the sales process.
  • Personalization means the same prompt can return entirely different recommendations for different users, so prompt-tracking tools cannot capture many of the moments where a brand actually wins a lead.
  • Positioning and voice-of-customer research are now root-level requirements, because content on topics outside your core category can weaken the brand associations LLMs form about you.
  • Hyper-specific, pain-point content lets smaller brands beat incumbents in AI search, and there is no 301 redirect for LLMs, which makes rebrands, pivots, and reputation fixes much harder than in traditional SEO.
  • Holding a defined experimentation budget with expected-value thinking keeps low-cost tests like FAQs separate from expensive bets like newsletter sponsorships that rarely justify their cost.
  • Third-party mention strategies work best when they back into the specific topics and sites that influence your category, while strong on-site source material is both more persuasive and more defensible against inaccurate claims.

Show Links

Description

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Connect with Omniscient Digital on social:

Twitter: @beomniscient

LinkedIn: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Price of Certainty10 Sep 202600:48:37

In this Kitchen Side episode, Alex Birkett and David Khim unpack the volatility of AI search, from citation drift and the sudden Reddit citation drop to why chasing every new AEO tactic is both exhausting and, often, a losing game.

They explore how to build durable brand visibility upstream of any single citation source, the difference between expertise and tools in the age of AI, and a decision philosophy rooted in capping downside risk, preserving optionality, and making intelligent bets with asymmetric upside.

Key Takeaways

  • Creating a perception of ubiquity through repeated exposure is the same underlying play across SEO, AEO, and PR, essentially the mere exposure effect applied to search surfaces.
  • Citation sources turn over fast, roughly 50 percent month over month in their own analysis, so optimizing only for currently cited URLs means chasing a moving target.
  • Rather than targeting individual citation sources, brands should optimize for the probability of adding more of their own marbles to the urn, a path-dependent advantage that compounds over time.
  • For brands with near-zero AI visibility, almost any mention on an influential surface compounds, so early-stage effort should focus on tactics and outreach.
  • As brands mature, the leverage shifts upstream to things that make citation sources irrelevant, like great customer experience, original research, and shipping products worth talking about.
  • Original research does not need to be a 30-page report; quick surveys and single-chart studies can spark conversation and earn citations with far less effort.
  • The Reddit citation drop matters less than whether a brand's ICP is genuinely active there, since Reddit stays valuable as training data and a decision-influencing surface regardless of citation metrics.
  • Chasing whatever is trending on LinkedIn is a paper-hands strategy; durable growth requires a long-term hypothesis and a genuine point of view that daily data should not override.
  • The real value of an experienced partner over AI plus a content team is judgment, knowing what to ignore, spotting risk, and debating a client out of detrimental moves.
  • People systematically overweight improbable, low-impact downside and miss asymmetric upside; capping the downside through experiments and expected-value thinking lets you take high-upside bets without risking everything.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the "kitchen side" of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made.

As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
 
Some interviews you might enjoy and learn from:

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Connect with Omniscient Digital on social:

Twitter: @beomniscient

LinkedIn: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Internet Has a Memory12 Aug 202600:56:43

In this Kitchen Side episode, Alex Birkett and Allie Decker unpack what actually makes content valuable in the age of AI, moving past the tired debate over human versus AI-produced content to the deeper question of how companies should measure quality at all. Drawing on decision theory and the idea that almost anything can be measured, they argue that production method matters far less than whether a piece teaches something new and lands with the people it is meant for.

They explore AI visibility as a kind of digital brand recall, why sentiment and context matter more than raw share of voice, and how incumbents and startups face very different battles in shaping their narrative across the web. The conversation also digs into why brands no longer own their own story, the compounding risk of building exposure in the wrong category, and why a human QA layer grounded in real customer understanding is the one part of the content system that should never be automated.

Key Takeaways

  • The debate over AI-produced versus human-produced content misses the deeper question of how to define and measure content quality in the first place.
  • Almost anything can be measured if a decision carries uncertainty and risk, including fuzzy concepts like brand affinity or customer experience, by breaking them into concrete, quantifiable components.
  • Measurement is only worth doing when the cost of collecting it is lower than the value of reducing uncertainty, and when you will actually act on the result.
  • AI visibility works like a digital brand recall survey, but raw visibility is meaningless without understanding the context and sentiment in which a brand is mentioned.
  • Segmenting prompts by ICP and buying stage reveals visibility gaps that aggregate scores hide, such as a brand appearing at 40 percent overall but only 4 percent for enterprise queries.
  • Brands no longer own their own narrative, because if the rest of the web contradicts a company's website, LLMs treat the external consensus as the truth.
  • Incumbents with high domain authority have an SEO advantage but face a harder AEO battle, since years of press, mentions, and third-party content are slow and expensive to re-steer.
  • Startups can win by getting specific for narrow prompts and buying-journey stages, but building heavy exposure around one positioning creates risk if they later pivot.
  • AI content programs fail because of weak systems, not the AI itself, so the durable model is human strategy up front, AI in the middle, and a human QA layer at the end.
  • Customer understanding is the last defensible advantage, and the one part of the content system that should stay human is the empathy to judge whether a piece will actually land.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the "kitchen side" of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made.

As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Connect with Omniscient Digital on social:

Twitter: @beomniscient

LinkedIn: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Proof Over Promises, Case Studies, and Marketing When Trust Is Low with Sofia Sulikowski15 Jul 202601:01:06

In this episode of The Long Game Podcast, Alex Birkett sits down with Sofia Sulikowski, founder of Solera Strategies and former product marketer at dbt Labs, Tableau, and Atlan, to explore why standing out in a saturated content landscape has become a core product marketing problem. Sofia breaks down what "basic marketing" really requires, why internal narratives so often drift from how customers actually describe a product, and how pulling voice of customer language directly from calls and interviews can anchor messaging that actually resonates.

They discuss the erosion of trust in marketing, from products being marketed ahead of their real capabilities to the flattening effect of AI generated content, and why human authored, technical, practitioner led voices are becoming a premium differentiator. The conversation also digs into how case studies are evolving from static logo and metrics templates into technical, narrative driven assets, and why the real measure of a successful customer story is whether the featured customer feels proud enough to share it themselves.

Key Takeaways

  • Product marketing is fundamentally "basic marketing": identifying what value a product provides, for whom, and how, then aligning every channel and message to that core.
  • Internal assumptions about a product's value often diverge from real customer usage, which is why product marketing has to synthesize input from product, sales, and customer success teams.
  • Pulling the exact language customers use, by sitting in on beta calls or QBRs, is an underused but effective way to anchor messaging customers already recognize.
  • Not every customer quote deserves equal weight; separating signal from noise means understanding who gave a quote, how invested they are, and what their actual outcomes look like.
  • Companies are increasingly marketing products ahead of their real capabilities, widening the gap between what's promised and what a customer experiences on first use.
  • AI generated content compresses everything toward the same "average" output, flooding channels with low value content and burying pieces that offer something distinct.
  • Technical, practitioner authored content, written by the people who did the work and lightly polished by marketing, is outperforming generic thought leadership because it carries real expertise.
  • Case studies are shifting from a template of company background, pain points, and results tables toward a hybrid with technical blog posts that shows the actual "how," including architecture and implementation decisions.
  • A mature case study program should be organized by goal: heavy hitter logos for credibility, gap fillers for common but underrepresented use cases, and hero stories that make the customer look good.
  • The clearest signal that a case study succeeded isn't traffic or downloads, it's whether the featured customer is proud enough to organically share their own story with their network.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Connect with Omniscient Digital on social:

Twitter: @beomniscient

LinkedIn: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Hidden Drivers of AI Search08 Jul 202600:51:16

In this Kitchen Side episode, Alex Birkett, Allie Decker, and David Ly Khim unpack how brands should actually measure success in AI search, and why traditional attribution models are breaking down as buyer behavior shifts from search links to AI assistants and workflows.

They discuss why self-reported attribution is becoming the most reliable signal available, the different tiers of AI visibility from simple citations to category-level consensus, and why AI visibility functions more like a brand recall survey than a channel you can optimize in isolation. The conversation also covers the idea of a “post-channel marketer” who coordinates across product, customer education, and PR, and why chasing visibility tactics with no underlying business purpose rarely pays off.

Key Takeaways

  • Self-reported attribution is more reliable than clickstream data for AI search because most AI-driven visits never result in a tracked click.
  • AI visibility behaves more like a brand recall survey than a channel, reflecting how a brand compares to competitors rather than something to optimize in isolation.
  • Picking up a citation on a narrow, low-competition prompt is easy, but shifting broader category-level consensus, like being named among the best CRMs, is far harder and requires changing an entire conversation.
  • Correcting outdated third-party pricing information moved AI search outputs within about a month in one client engagement, though this was a sentiment fix rather than a visibility gain.
  • Some AI answers now include negative or qualifying recommendations, meaning a mention doesn't always translate into a positive outcome for a brand.
  • Different AI tools serve different roles, with ChatGPT and AI Overviews functioning as quick answer engines while agentic tools like Claude Code perform deeper multi-step research, and visibility strategies should account for that difference.
  • Whether a company should publish a markdown version of its site for easier AI retrieval depends on its audience, mattering more for technical, developer-facing products than for typical B2B SaaS buyers.
  • Sustainable AI search performance comes from investing in product experience, customer education, and reviews, since genuine third-party validation is difficult to fake once a brand has earned it.
  • Marketing teams need a “post-channel” role that coordinates across product, customer success, and PR to influence sentiment and visibility, rather than treating this as an SEO-only or PR-only problem.
  • Tactics pursued only to move an AI visibility score, with no underlying business purpose, are usually not worth the effort unless they're addressing existing negative sentiment.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the "kitchen side" of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made.

As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Connect with Omniscient Digital on social:

Twitter: @beomniscient

LinkedIn: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

AI as the New Front Door to Brands, Solution Marketing, and Why Your Promise Beats Your Product with Johann Wrede (UserTesting)21 May 202600:59:36

In this episode of The Long Game Podcast, David Khim sits down with Johann Wrede, Global CMO at UserTesting, to explore how AI is reshaping brand perception, the role of the modern CMO, and why truly customer-centric marketing still comes down to diet and exercise.
They discuss why AI has become the new front door to brands — compressing and abstracting how companies are perceived before a human ever visits their site — and how marketers can influence (but never fully control) that narrative. Johann also shares his philosophy on solution marketing over product marketing, the big bets he's making on in-person events, and how he's building agentic marketing workflows to give his team better first drafts without replacing their judgment.

Key Takeaways:

  • AI has become the new front door to brands, compressing and abstracting brand identity before a prospect ever reaches your website — and marketers can influence this but not control it.
  • Semantic pre-compression — stripping fluff and using single, precise descriptors — is the most practical way to influence how LLMs represent your brand.
  • Brand consistency across every customer touchpoint (marketing, sales, support, product) is the only durable lever marketers have in an AI-driven world.
  • The CMO's role is not just pipeline — it's stewarding how the market understands the company across the entire customer journey, including post-sale.
  • Solution marketing outperforms product marketing because people spend money to solve problems, not to add tools to their stack.
  • Listening to sales calls is still the most underutilized source of messaging, positioning, and prompt-tracking insight available to marketing teams.
  • Agentic marketing workflows — chaining copywriter, persona, humanizer, and CRO agents — can dramatically improve first-draft quality before a human ever reviews the output.
  • The workplace is shifting from knowledge work to thought work: the value is no longer what you know but how creatively and critically you can think through problems.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social: 
Twitter: @beomniscient
LinkedIn: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The GEO Gold Rush Problem08 Apr 202600:48:29

In this Kitchen Side episode, Alex Birkett, Allie Decker, and David Khim unpack the increasingly noisy world of AI search (GEO/AEO), including spam tactics, flawed attribution models, and widespread confusion around what actually drives results.

They explore why visibility without revenue is a trap, how brand sentiment and off-page signals shape AI outputs, and why trust, positioning, and human validation are becoming more important than ever in B2B buying decisions.

Key Takeaways

  • The SEO vs AEO debate is largely unproductive and distracts from creating real business value.
  • Spammy, short-term tactics are resurging in AI search due to a “gold rush” mindset.
  • Many teams optimize for visibility and citations without tying efforts back to revenue or pipeline.
  • Attribution in AI search is messy, and many current tracking methods are fundamentally flawed.
  • Large datasets in AEO research can be used to justify almost any strategy or narrative.
  • Talking directly to customers is still more valuable than inferred data or prompt tracking.
  • There is a growing tension between experience-based judgment and rapid experimentation with AI.
  • AI search compresses information, making brand narrative and sentiment more influential than ever.
  • Visibility is only the first step; positioning and how a brand is described matter more.
  • AI search is increasingly overlapping with online reputation management (ORM).
  • Larger brands face greater risk from sentiment manipulation and lack of narrative control.
  • Off-page signals like reviews, PR, and community discussions heavily influence AI outputs.
  • Review sites and categorization accuracy can significantly impact visibility and positioning.
  • Reddit is becoming influential but requires authentic engagement rather than manipulation.
  • AI-driven discovery is often validated through peer recommendations before purchase decisions.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

What is Content Engineering?11 Feb 202601:01:35

In this episode of The Long Game Podcast, Alex Birkett sits down with Josh Spilker, Head of Search Marketing at AirOps, to explore how content teams are evolving in response to AI, automation, and changing search behavior. Josh draws on his background in SEO, writing, and systems thinking to outline why traditional content marketing models are breaking down and what’s replacing them.

They discuss the concept of content engineering, including how workflows, brand context, and AI-assisted processes change the way teams create, refresh, and scale content. The conversation also covers identity shifts for marketers, the growing complexity of search surfaces, and where real differentiation and business value are created as content production becomes easier.

Key Takeaways

  • Content engineering represents a shift from one-off content creation to building systems that manage, update, and scale content across channels.  
  • AI lowers the marginal cost of content, but differentiation still comes from strategy, brand context, and human editorial judgment.  
  • Modern content teams increasingly separate roles between content strategy and content engineering, even if one person covers both in smaller orgs.  
  • The expansion of search surfaces and longer, more contextual queries increases demand for more specific and tailored content.  
  • As traffic becomes less reliable as a KPI, teams need to focus more on conversion quality, brand presence, and downstream business impact.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Kitchen Side: AI Search Tactics, Telemetry and Team Structure04 Feb 202601:13:46

In this Kitchen Side episode of The Long Game Podcast, Alex and David are joined by Nick Lafferty from Profound to unpack how teams are navigating AI search visibility amid shifting metrics, attribution challenges, and unclear best practices.

They discuss how companies choose which prompts to track, why case studies in AI search are hard to define and share, where brand and citations fit into AI-generated answers, and what organizational bottlenecks are preventing teams from acting on AI search insights.

Key Takeaways

  • Prompt selection matters, but most teams underestimate how much customer language and internal feedback should shape what they track in AI search.
  • AI search case studies are difficult to standardize because visibility depends heavily on prompt framing, attribution models, and competitive sensitivity.
  • Revenue and self-reported attribution remain the most reliable signals as clicks, impressions, and rankings become less dependable.
  • Problem-based prompts frequently surface brand recommendations, even when users don’t explicitly ask for tools or products.
  • Citation share acts as an influence layer, shaping future AI responses even when a brand isn’t directly recommended in the output.
  • Brand-building activities upstream of content can meaningfully impact AI visibility by associating a company with specific problem spaces.
  • AI search ownership is increasingly cross-functional, spanning growth, SEO, PR, comms, and product marketing rather than a single team.
  • Internal resourcing and approval processes are major bottlenecks, especially for off-site efforts like Reddit and YouTube.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Who Owns AI Visibility?24 Dec 202501:18:05

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and the team unpack a question that’s coming up more and more: who actually “owns” being found in AI search—and what AI visibility means for modern marketing teams. They explore why the “AI is killing SEO” debate misses the point, and how AI search is collapsing traditional channel boundaries while changing how buyers discover brands.

They also dig into what’s actually being cannibalized (undifferentiated, consensus content), how teams should rethink success metrics as clicks get harder to track, and what the velocity vs. quality debate looks like now—especially as some teams bet on subject-matter depth while others bet on scaled output with AI-assisted production.

Key Takeaways

  • AI isn’t “killing SEO” so much as reducing the value of undifferentiated, consensus content that used to earn easy traffic.
  • Losing traffic doesn’t automatically mean losing business value—teams should validate impact through conversions, leads, and pipeline, not sessions alone.
  • AI visibility is increasingly a composite outcome of everything a company publishes and does (content, comms, brand, product, reviews, community, and customer experience).
  • Measurement is getting harder as discovery shifts to “dark” channels (e.g., AI tools) and attribution breaks—teams may need new proxies and self-reported attribution.
  • “Listicles dominate AI citations” may be partly a prompt and sampling bias problem—inputs strongly shape outputs and visibility reporting can be manipulated.
  • The hardest visibility problem is higher up the funnel: influencing problem-aware searches before buyers even know what category or solution to ask for.
  • Content teams are splitting into different bets: deep, SME-led quality (often from people who’ve done the job) vs. high-velocity production supported by AI.
  • A modern in-house writer role trends toward “jack of all trades” output (research, PR-like writing, CEO comms, etc.), using AI to lower marginal cost without collapsing quality control.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Correlations, Chaos, and ChatGPT19 Nov 202500:53:05

In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.

Key Takeaways

  • Not All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.
  • Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.
  • LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.
  • Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.
  • GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.
  • Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.
  • AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.
  • A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)05 Nov 202501:05:17

In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.

Key Takeaways

  • SEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.
  • Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.
  • Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.
  • PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.
  • SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.
  • Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.
  • Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.
  • Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: How to Move Fast29 Oct 202500:56:11

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.

Key Takeaways

  • Speed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.
  • Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.
  • AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.
  • Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.
  • Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.
  • Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&D and experimentation while maintaining core execution.
  • Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Answer Engine Optimization Strategies & Tactics with Nick Lafferty and Josh Blyskal (Profound)24 Sep 202501:02:48

In this episode of The Long Game Podcast, Alex Birkett speaks with Nick Lafferty (Head of Marketing) and Josh Blyskal (AI Strategist) from Profound, an AI visibility platform focused on answer engine optimization (AEO). They explore the shift from SEO to AEO, where brands must optimize for AI-driven search experiences across ChatGPT, Perplexity, and Google’s AI Overviews. The conversation covers why agility is the new moat, how brand mentions and structured content shape AI visibility, and how both startups and incumbents can compete. Nick and Josh share tactical approaches—from Wikipedia and affiliate strategies to structured HTML tables—that improve citations in AI-generated answers. The discussion underscores the rising importance of PR, off-site visibility, and concise, high-utility content in the AI search era.

Key Takeaways

  • AEO Defined: Answer engine optimization is about making your brand the chosen answer in AI-driven search experiences.
  • User Experience Wins: Search is converging with chat—people want answers, not links—so engines prioritize utility and ease.
  • Agility as a Moat: Speed and adaptability matter more than long-term content calendars in today’s volatile AI search space.
  • Brand Mentions Beat Keywords: AI models lean heavily on off-site mentions (Reddit, Wikipedia, affiliates) as trust signals.
  • Structured Content Boosts Citations: Bullet points, HTML tables, and concise formatting make content “citation-friendly” for AI.
  • Startups vs. Incumbents: Incumbents benefit from brand equity, but startups can flank them by acting faster and publishing niche, high-utility content.
  • PR Is Back: Media coverage and Wikipedia presence play a critical role in being cited by AI engines.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Yext)03 Sep 202500:56:11

In this episode of The Long Game Podcast, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies—including RightMedia and Moat—Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of “agentic” AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making decisions on their behalf.

Key Takeaways

  • Yext’s Strategic Pivots: The company evolved from call-based lead gen to local visibility, to enterprise search—each requiring bold but risky reinvention.
  • Google Dominance Has Peaked: With 92%+ of search traffic once flowing through Google, that landscape is now fragmenting due to LLMs and AI agents.
  • Structured Data Drives Discovery: Clean, contextualized data remains a marketer’s best lever for visibility—whether on Google or in LLM-powered engines.
  • Brand Visibility Beats SEO Rankings: As AI agents answer more queries, brands must optimize for visibility across platforms, not just search engine results pages.
  • The Agentic Web Is Coming: AI assistants with memory and context will handle more decision-making—marketers must build for both humans and machines.
  • AI Shifts Are Already Here: Yext observed traffic shifts 6+ quarters ago—marketers should act now, not wait, to influence AI results.
  • Reframing Attribution: Zero-click answers and agentic transactions require a shift from traditional web metrics to outcome-focused measurement.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

A Million Tiny Whispers: The Psychology of AI Discovery & Digital PR with Logan Freedman06 Aug 202501:13:11

In this episode of The Long Game Podcast, Alex Burkett interviews Logan Freeman, Global Head of SEO at ManyChat. Together they explore the evolving landscape of SEO in the AI era, particularly the rise of GEO (Generative Engine Optimization) and how it’s changing everything from keyword strategy to attribution modeling. Logan shares tactical approaches for optimizing content for LLMs (large language models), including using FAQ schemas, focusing on off-page visibility, and thinking like a product marketer. They discuss how brand mentions are now more powerful than backlinks, why traditional SEO tools fall short for GEO, and how Logan approaches measurement when attribution is nearly impossible. The episode also explores LLM perception, off-site trust-building, and creative ways SEOs can future-proof their strategies by merging content, digital PR, and product

Key Takeaways

  • SEO vs. GEO: Traditional SEO focuses on keywords, while GEO requires optimizing for hyper-personalized, conversational queries used in LLMs.
  • LLM Perception Is Real: How AI models “perceive” your brand based on off-site mentions can limit (or expand) your visibility in AI answers.
  • Brand Mentions > Backlinks: In the world of AI search, brand visibility across trusted platforms outweighs classic SEO signals like links.
  • SEO as Product Marketing: SEOs must deeply understand users and position content like a PMM would—focused on problems, personas, and differentiation.
  • Dark Attribution Is Growing: Most traffic influenced by LLMs doesn’t click through—making measurement harder and more reliant on referral glimpses and qualitative insights.
  • Go Beyond On-Page Optimization: Embedding schema, FAQs, and latent questions can increase the odds of being cited in LLMs.
  • Get Creative with PR: To influence LLM results, you may need broad digital and traditional PR campaigns that shift how your brand is referenced across the web.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Can vs Should in Automation30 Jul 202500:54:37

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on one key question: “What should we automate?” The discussion unfolds into a broader examination of agency culture, strategic thinking, and the nuanced costs of automation. They share personal experiments—from HARO email parsing to multi-agent PR systems—and debate the tradeoffs between saving time and losing essential context, mentorship, and learning. The team also explores how AI tools can be both empowering and distracting, and why automation shouldn't come at the expense of human development, team connection, or communication that builds trust. It's a thoughtful, candid look at what AI can't (and shouldn't) replace.

Key Takeaways

  • Automation Isn’t All or Nothing: Not everything needs full automation—sometimes it's just about streamlining small, repeatable parts of a process.
  • Human Touchpoints Still Matter: Automated communication can lack the warmth, accountability, and nuance of a genuine human message.
  • AI Can Undermine Learning Opportunities: Over-automation risks removing hands-on work that builds junior talent and deep strategic expertise.
  • Remote Culture Needs In-Person Balance: Offsites help rebuild alignment, context, and emotional connection that remote work alone can't deliver.
  • Effort Signals Care: Taking the “harder” route—whether writing by hand or reviewing raw data—can demonstrate thoughtfulness and create deeper understanding.
  • Small Talk Has Strategic Value: Informal conversation often reveals insights and context that structured meetings miss.
  • AI Is Best as an Assistant, Not a Replacement: Tools like Fireflies or ChatGPT are useful for transcription and ideation, but real clarity comes from processing ideas manually.

Show Links

  • Connect with David Khim on LinkedIn and Twitter
  • Connect with Alex Birkett on LinkedIn and Twitter
  • Connect with Allie Decker on LinkedIn and Twitter
  • Connect with Omniscient Digital on LinkedIn or Twitter

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made.

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Boots, Bots & Brand Gravity02 Jul 202500:53:22

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and David Ly Khim reflect on the parallels between craftsmanship in daily life and high-quality marketing in the age of AI. They critique the growing dominance of low-effort, mass-generated content and advocate for a return to thoughtful creation—whether that’s cooking a meal, writing a note by hand, or building content that stands out in generative search. The duo also dives deep into GEO (Generative Engine Optimization), sharing a powerful framework: Be the source. Be cited in the source. Or replace the source. They discuss the shift toward brand gravity, proprietary data, and becoming the trusted name in your category—especially as AI models increasingly shape what content gets surfaced.

Key Takeaways

  • Craftsmanship Over Convenience: Great content is like a well-made meal—it takes intention, care, and can't be rushed or fully outsourced to AI.
  • Be the Source, Be Cited, or Replace the Source: To win in GEO, you must create original content, appear in authoritative lists, or become the reference itself.
  • Brand Gravity Is the New SEO Moat: Off-page presence, media saturation, and citations across the web influence your LLM visibility more than keywords alone.
  • Proprietary Data Creates Value: Unique product data, micro case studies, and original research can't be easily replicated—and LLMs favor that originality.
  • SEO Is Converging with GEO: While traditional SEO and LLM optimization are currently distinct, the two are quickly merging into one organic growth strategy.
  • AI Is a Thought Partner—With Limits: LLMs can help challenge assumptions, but they’re persuasive by nature—use them with discernment.
  • Effort Signals Intent: In a noisy content landscape, showing effort is a competitive advantage that builds trust and emotional resonance.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Scrappy to Strategic: Erik Episcopo on Building SEO Systems, Navigating AI Shifts, and a Growth Mindset04 Jun 202500:55:48

In this episode of The Long Game Podcast, David Khim interviews Erik Episcopo, SEO Manager at Wiz, one of the fastest-growing cloud security companies (recently acquired by Google). Erik shares his unconventional career path, from answering a Craigslist ad while in Taiwan to building high-scale SEO programs at CrowdStrike and Wiz. They discuss what it takes to be a “super IC,” how AI is reshaping SEO workflows and strategy, and the importance of staying curious and adaptable in a shifting landscape. From experimenting with AI-assisted content to managing massive content refresh cycles, Erik offers a thoughtful, energetic view into what modern growth-focused SEO looks like.

Key Takeaways

  • From Craigslist to Cloud Security: Erik began his SEO journey in Taiwan via Craigslist, building scrappy resume content—and now runs enterprise SEO at Wiz.
  • What Makes a Super IC: Top individual contributors creatively solve problems, leverage AI, and own results without waiting for permission.
  • Hiring for AI Fluency: Erik looks for candidates with real-world AI experiments, not just philosophical opinions on LLMs and content automation.
  • SEO Workflows at Scale: At Wiz, Erik scaled content from day one—launching engines, refreshing content, and coordinating localization at speed.
  • Early Career Lessons from Link Building: Writing hundreds of persona-based HARO pitches helped Erik master storytelling, resourcefulness, and outreach.
  • The Value of Scrappiness: A past filled with “gray hat” tactics taught Erik the limits of SEO and how to think like a growth-minded marketer.
  • Learning > Stagnation: A guiding principle for Erik is: if you're not learning or growing, it's time to move—and that's fueled his career pivots.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: From Traffic to Influence - Marketing in the Age of AI (and AI Mode)28 May 202500:54:26

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team dives into Google's new “AI Mode” for search and the broader implications of generative AI across content marketing and SEO. They explore the shift toward conversational, zero-click search experiences, the erosion of attribution data, and how marketers need to adapt in a world where AI Overviews and LLMs are changing how users discover information. With insights on content visibility, LLM optimization, brand mentions, measurement challenges, and even some “gray hat” strategies, this episode captures the tension between innovation and uncertainty in the age of AI-enhanced search.

Key Takeaways

  • Google’s AI Mode Redefines Search: The new Gemini-powered interface transforms Google into a conversational AI assistant, bypassing traditional search paths.
  • Attribution is Getting Murkier: AI Mode and zero-click searches are making it harder to track SEO performance and justify investment.
  • Brand Mentions Beat Backlinks: LLMs prioritize citations and visibility across platforms more than technical SEO or link-building.
  • SEO is Shifting from Keywords to Visibility: Context, off-site presence, and how content is referenced matter more than keyword density.
  • Marketers Need First-Principles Thinking: Foundational tactics still apply—like voice of customer and content structure—but need reframing for the AI era.
  • Creative “Gray Hat” Tactics Exist: Ideas like editing Wikipedia, acquiring cited domains, or seeding Reddit threads can boost LLM citations.
  • Measurement Will Require New Playbooks: Marketers must blend traditional analytics with self-reported attribution and qualitative feedback.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Navigating the AI Hype: The Opportunity for Marketers, Optimizing for LLMs, Specific Use Cases, and Making AI More Accessible14 May 202501:12:36

In this episode of The Long Game Podcast, David Khim interviews Britney Muller—SEO scientist, AI educator, and former Hugging Face marketing lead—about the practical side of AI in marketing. Britney shares how her obsession with machine learning began in 2014 and how it evolved into creating her course Actionable AI for Marketers. They discuss the overuse of buzzwords like “AI agents,” the shift from backlinks to brand mentions, and the importance of making AI workflows approachable. Britney is passionate about demystifying AI, showing how it can be applied to real tasks like data analysis, strategy, and automation—without needing a technical background.

Key Takeaways

  • AI Should Be Accessible: Marketers don’t need to be technical experts—AI can empower anyone to work smarter with the right guidance and workflows.

  • From Backlinks to Brand Mentions: AI-powered search increasingly prioritizes brand visibility across platforms over traditional link-building strategies.

  • Buzzwords Like “AI Agents” Are Misleading: The term lacks clarity and often masks tools with vague or unproven capabilities.

  • Prompt Engineering Is a Skill, Not Magic: Effective AI use begins with well-structured, specific prompts tailored to clear business goals.

  • AI Is Already Automating Workflows: From cleaning datasets to automating outreach, AI has everyday use cases when integrated thoughtfully.

  • Beware the AI Hype Cycle: Brittany encourages marketers to avoid philosophical hype and focus on practical, ethical AI applications.

  • Start with Your Own Use Cases: The most valuable AI solutions are customized—start small with your real tasks and build from there.
     
    Show Links

  • Visit Data Sci

  • Check Britney Muller's Actionable AI for Marketers course

  • Connect with Britney Muller on LinkedIn and Twitter

  • Connect with David Khim on LinkedIn and Twitter

  • Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Generative Engine Optimization16 Apr 202500:59:38

Key Takeaways

  • What Is GEO?: Generative engine optimization refers to tailoring your content for AI-powered answer engines like ChatGPT and Claude—not just traditional search engines.
  • From Keywords to Context: Search is shifting from keyword-based queries to conversational inputs and contextual, semantic understanding.
  • Brand Mentions as the New Backlinks: In LLM-generated answers, offsite presence and brand mentions are becoming more valuable than traditional link-building.
  • Surround Sound SEO Still Wins: Being mentioned across multiple credible platforms increases your chances of appearing in AI-generated outputs.
  • Prompt Design & Data Quality Matter: Feeding models structured data, detailed context, and proprietary insights improves visibility and usefulness.
  • AI Isn’t Replacing Google—Yet: AI tools like ChatGPT expand how we find information, but don’t fully replace deterministic, fact-based search.
  • B2B Buyers Use Both Channels: AI tools may be used for early discovery, but buyers still verify information with Google before making decisions.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Spryng Reflections, Connection, Community, and Soul09 Apr 202500:48:17

In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on their experiences at SPRYNG, a standout B2B marketing conference in Austin. The conversation blends AI experimentation, prompt engineering, and the future of creativity with philosophical reflections on human connection, authenticity, and the soul of marketing. They explore why many AI users are missing the point by chasing “best practices,” and how real breakthroughs come from first-principles thinking and creative risk-taking. The episode also dives into the power of in-person events, emotional resonance, and inefficient—but high-value—tactics like dinners, meetups, and personal storytelling that can’t be scaled.

Key Takeaways

  • AI and Prompting from First Principles: Real innovation with AI comes not from templates or best practices, but from individual experimentation and intent.
  • Four Modes of AI Maturity: From microtasker to teammate, AI can scale with how deeply users integrate it into their workflow.
  • The Importance of Human Vibes: Tactical content aside, the SPRYNG conference reminded marketers that human connection and emotion matter more than metrics.
  • Don’t Optimize for the Median: Taking every piece of feedback can dilute differentiation—stand firm in your positioning.
  • Community as a Business Superpower: Relationships built at events, meetups, and over meals have long-term impact beyond immediate ROI.
  • Efficient Growth vs. “Inefficient” Magic: Some of the most meaningful, high-ROI activities are hard to measure—like handwritten notes, founder dinners, and late-night talks.
  • Where’s the Soul in AI Content?: As AI floods the web, standout content will come from real human stories, creativity, and nuance—not mass automation.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt26 Mar 202501:49:00

In this episode of The Long Game Podcast, Alex Birkett interviews Alice Wyatt, a B2B fintech marketing leader with experience at Codat, Bloomreach, and Adyen. Alice shares how her personal journey of building community and maintaining sanity in a fast-paced city like New York connects with her marketing philosophy: agile, people-first, and impact-driven. The conversation explores person-based marketing (PBM), the limits of MQLs, aligning sales and marketing teams, and embracing adaptability in an AI-disrupted world. Alice also reflects on how her approach to building community mirrors how great marketing is done: with empathy, boldness, and a willingness to challenge the status quo.

Key Takeaways

  • From ABM to PBM: Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior.
  • MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead.
  • Adaptability Over Tactics: Successful marketers focus on business outcomes and adapt tactics as priorities shift—agility trumps specialization.
  • AI Is Redefining Roles: AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity.
  • Community as a Superpower: Whether in marketing or life, building and contributing to genuine communities creates long-term value.
  • Hire for Resilience and Curiosity: Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ.
  • Thought Leadership ≠ Press Releases: Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Molly St. Louis on Creativity, Theatrical Storytelling, and Bold Campaigns19 Mar 202501:25:46

In this episode of The Long Game Podcast, Alex Birkett sits down with Molly St. Louis, an award-winning multimedia marketer with experience in PR, content, and video strategy. Molly shares her journey from theater and journalism to leading marketing at high-growth startups, explaining how storytelling, creativity, and entertainment principles can elevate B2B marketing. The discussion covers how to craft bold marketing initiatives, the changing landscape of PR, and why video remains an underutilized asset in B2B. They also dive into thought leadership, media trends, and how brands can build credibility in a noisy digital world.

Key Takeaways

  • Creativity in B2B Marketing: Borrowing storytelling techniques from entertainment can make B2B content more engaging.
  • The Changing Role of PR: Traditional media placements are less impactful today, requiring an integrated, multi-channel approach.
  • Why Video is Underutilized in B2B: Despite its effectiveness, many brands still hesitate to invest in high-quality video content.
  • Thought Leadership is Not Just About Visibility: It’s about offering unique perspectives, not just repeating industry trends.
  • Earned Media vs. Owned Media: Press mentions help credibility, but companies must distribute and repurpose coverage for real impact.
  • Micro-Audiences Over Virality: Niche content that resonates with the right people is often more valuable than mass exposure.
  • Pattern Recognition in Marketing: Leveraging data and customer insights can help brands make better creative decisions.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Live in New York! - Part 212 Mar 202501:24:18

In this Kitchen Side episode of The Long Game Podcast, Alex, David, and Allie continue their in-person discussion in New York City, diving into marketing trends, proprietary data, and the role of differentiation in an AI-dominated landscape. They examine the shifting value of MQLs, how AI is automating SEO and marketing tasks, and why trust and credibility are the new forms of scarcity. The conversation also covers how companies can leverage original data, the intersection of brand and demand, and why marketers must rethink what truly adds value in the era of automation.

Key Takeaways

  • The Declining Value of MQLs: Traditional lead qualification models are losing effectiveness as buyer behavior evolves.
  • AI and Automation in SEO: AI is automating repetitive SEO and marketing tasks, forcing companies to find new competitive advantages.
  • Trust and Credibility as Scarcity: As automation floods the internet with content, trust and credibility are becoming key differentiators.
  • Proprietary Data as a Competitive Edge: Unique data insights—both structured and unstructured—will be essential for creating valuable, non-generic content.
  • The Future of Content in an AI World: The bar for content quality is rising, making originality and brand-driven storytelling more critical.
  • Brand Affinity vs. Brand Awareness: Companies must focus on deeper brand affinity rather than just broad brand visibility to drive long-term success.
  • Marketing’s Role in Differentiation: Success will come from unique perspectives, creative execution, and human-driven insights rather than automated outputs.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Live in New York! - Part 105 Mar 202501:10:53

In this Kitchen Side episode of The Long Game Podcast, Alex, David, and Allie record their first in-person conversation in New York City. The episode revolves around insights gathered from dozens of marketing leaders, discussing SEO traffic declines, AI’s real impact on marketing, attribution challenges, and the balance between brand and demand generation. The team reflects on how companies are adapting to falling organic traffic, the rise of video SEO, and why traditional top-of-funnel strategies are losing effectiveness. They also explore the importance of customer research, the disconnect between social media conversations and real-world priorities, and how teams can align leadership expectations with evolving marketing realities.

Key Takeaways

  • SEO Traffic Declines: Nearly every marketing leader interviewed reported a drop in organic traffic, leading to internal strategy shifts and leadership concerns.
  • AI in Marketing Operations: While AI is not yet a core part of content creation, teams are leveraging it for keyword research, automation, and efficiency improvements.
  • Video SEO on the Rise: Many companies are prioritizing video content as search engines increasingly favor multimedia formats.
  • Attribution & Leadership Education: As traffic declines, marketers are struggling to shift leadership focus from surface-level metrics (traffic) to real business outcomes (pipeline and revenue).
  • The “Traffic Trap” Problem: Some teams have historically been gold on traffic rather than conversions, forcing a reevaluation of SEO and content strategies.
  • Brand vs. Demand Debate: Companies are reassessing how to balance brand-building efforts with performance-driven demand generation.
  • The Shift in Customer Research & Buying Behavior: Many marketing decisions are now happening outside of trackable systems, making traditional attribution models less reliable.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

​​The Behavioral Science Episode with Erik Johnson19 Feb 202501:08:14

In this episode of The Long Game Podcast, Alex Birkett speaks with Erik Johnson, an applied behavioral scientist and founder of Behavioral Strategies. Erik shares insights on human decision-making, habit formation, and the psychological forces influencing our actions. The conversation covers the intention-action gap, AI’s impact on attention and productivity, and how behavioral science can optimize both personal and organizational performance. Erik explains why environmental design is crucial for habit formation, how variable rewards in social media and entertainment shape behavior, and why the modern world often works against our best intentions. They also explore practical strategies for overcoming distractions, making better decisions, and using behavioral science to drive business growth.

Key Takeaways

  • The Intention-Action Gap: Many people struggle to act on what they say they want to do due to psychological and environmental factors.
  • Behavioral Science in Decision-Making: Understanding why we make certain choices helps individuals and businesses design better systems for performance.
  • AI and Habit Formation: AI-driven platforms use behavioral principles to shape user habits, often making focus and productivity more challenging.
  • The Power of Environmental Design: Adjusting surroundings—like removing distractions or changing routines—can significantly improve behavior change success.
  • Variable Rewards and Attention Hijacking: Social media, entertainment, and digital products are optimized to capture attention through gamification and unpredictable rewards.
  • Regulation vs. Personal Responsibility: While individual strategies can help reduce distractions, broader system-level changes may be necessary for long-term solutions.
  • Applying Behavioral Science to Business: Companies can leverage behavioral insights to improve marketing, customer engagement, and decision-making processes.

Show Links

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Kitchen Side: Boots on the Ground and the Power of Vocabulary and Depth12 Feb 202501:00:41

In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and the team discuss the evolving landscape of content creation, AI-powered tools, and the importance of structured thinking. They dive into how automation is making some SEO and marketing tasks easier while increasing the need for differentiation. The conversation covers how marketers must think like product managers, why unique insights and data are critical for standing out, and the barbell strategy for balancing safe bets with high-risk, high-reward experiments. They also touch on vector embeddings, AI-powered SEO strategies, and the future of human-AI collaboration in content marketing.

Key Takeaways

  • AI in Content Creation: AI can enhance content creation, but human intelligence and strategic thinking are still essential.
  • The Power of Structured Thinking: Frameworks and structured approaches help clarify ideas, whether for human communication or AI-driven content.
  • Differentiation in the Age of AI: As automation makes basic SEO and content tasks easier, brands must focus on unique insights and high-value contributions.
  • Marketers as Product Managers: Understanding customer needs and thinking systematically will define the next generation of marketing success.
  • Barbell Strategy in AI Marketing: Balancing foundational strategies with high-upside experiments is key to staying ahead in an AI-driven world.
  • Vector Embeddings and SEO: AI-powered tools can revolutionize keyword research, internal linking, and content clustering for better search results.
  • AI’s Impact on User Intent: While AI tools automate aspects of SEO, true differentiation comes from understanding user needs and providing unique perspectives.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Startup Pricing, LLMs, Return of Quality, and Multimedia SEO with Aashish Krishna Kumar (Zuora)05 Feb 202500:56:20

In this episode of The Long Game Podcast, Alex Birkett speaks with Aashish Krishna Kumar, Director of Go-To-Market at Zuora, about startup pricing strategies, AI-driven changes in SEO, and the increasing importance of high-quality content. Aashish explains why early-stage startups should prioritize survival over pricing optimization and why pricing only becomes a growth lever after product-market fit. He also shares an optimistic perspective on SEO, arguing that traditional tactics like backlinks and keyword stuffing are fading while expert-driven content, multimedia formats, and brand authority will define future success. The conversation explores how businesses should adapt their strategies in the evolving digital landscape.

Key Takeaways

  • Startup Pricing Priorities: Early-stage startups should focus on survival and product-market fit before optimizing pricing.
  • AI’s Impact on SEO: AI-driven search is changing how users engage with content, reducing reliance on traditional SEO tactics.
  • Backlinks Losing Relevance: Google is prioritizing trust signals and content utility over paid link-building strategies.
  • Shifting SEO Metrics: Marketers should move away from traffic as a key metric and focus on business impact and conversions.
  • Rise of Digital PR: Brand mentions and expert-driven narratives are becoming stronger ranking signals than traditional backlinks.
  • Multimedia SEO Growth: Video, images, and interactive content will play a bigger role in organic visibility and engagement.
  • Brand Authority in SEO: Companies with strong brand recognition will have a competitive edge in search rankings.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist22 Jan 202501:06:34

In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David are joined by Mark Lindquist to discuss the transformation of SEO and content marketing. They delve into the decline of traffic-based metrics, the rise of user-first strategies, and how AI-driven changes are forcing marketers to rethink content creation. Mark emphasizes treating content as a product, getting closer to the audience, and building strategies rooted in customer pain points. With actionable insights and reflections, this episode offers a roadmap for creating high-utility content in an evolving landscape.

Key Takeaways

  • Content as a Product: High-performing content solves unmet user needs and aligns closely with customer pain points, moving beyond the old playbooks of keyword stuffing and traffic chasing.
  • Shift from Traffic Metrics to Business Value: Traffic alone is no longer sufficient. Marketers must connect content efforts to measurable outcomes, such as leads, conversions, and revenue.
  • AI and Generative Content’s Role: AI is reshaping SEO by targeting top-of-funnel content, compelling marketers to focus on higher-value, utility-driven pieces.
  • Operational Changes in Content Creation: Marketers must build closer relationships with customers and integrate cross-functional insights into their strategies to future-proof content efforts.
  • Reframing Leadership Conversations: Present data that ties content performance to business outcomes, while acknowledging and adapting to the evolving search landscape.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sean Ellis on the Evolution of Growth, PMF, and Testing in the AI Era15 Jan 202501:04:40

In this episode of The Long Game Podcast, Alex Birkett speaks with Sean Ellis, the creator of the term "growth hacking" and a pioneer in startup growth strategies. Sean shares his insights on product-market fit, the fundamentals of sustainable growth, and how AI is reshaping the startup landscape. From his groundbreaking work at Dropbox and Eventbrite to the evolving nature of customer acquisition, Sean offers practical advice for founders and marketers. This episode explores balancing foundational principles with emerging technologies and strategies to achieve growth in an ever-changing environment.

Key Takeaways

  • The Sean Ellis Test for Product-Market Fit: A simple yet effective question: "How would you feel if you could no longer use this product?" A response rate of 40% or higher for "very disappointed" indicates strong product-market fit.
  • AI Accelerates Growth but Doesn't Replace Fundamentals: While AI tools streamline processes, the foundational elements—solving real problems and aligning with customer needs—remain paramount.
  • Retention and Word-of-Mouth as Growth Signals: Organic word-of-mouth and customer retention are better indicators of growth potential than surface-level tactics like referral programs.
  • Tailoring Customer Onboarding: Match onboarding experiences to the specific use case that brought a customer to the product, enhancing retention and satisfaction.
  • Erosion of Product-Market Fit: Competition and commoditization, especially in an AI-driven market, can weaken a product’s position, necessitating continuous evolution.
  • Practical Growth Strategies: Focus on high-value use cases for your most passionate customers, refine messaging to align with core benefits, and build a growth engine that scales sustainably.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Alex Talks to Startup Founders About SEO (Founders Common)08 Jan 202500:49:27

In this special Fireside Chat edition of The Long Game Podcast, Alex Birkett shares insights about building SEO strategies for startups with the Founders Common community. He discusses foundational steps, the evolution of SEO in the era of AI, and innovative approaches like product-led SEO and programmatic strategies. Alex emphasizes the importance of setting realistic expectations for SEO's nonlinear growth and highlights the value of intertwining branding, fast feedback channels, and data-driven content strategies to gain a competitive edge.

Key Takeaways

  • Start with First Principles: Focus on creating valuable content that solves real problems for your target audience instead of over-optimizing for algorithms.
  • Product-Led SEO Strategies: Examples like Zapier’s integration pages demonstrate how to use product capabilities to create SEO-friendly content that directly serves customer needs.
  • Evolving Beyond Old Playbooks: Traditional SEO tactics like broad, top-of-funnel guides are becoming less effective due to AI, featured snippets, and increased competition.
  • Branding and SEO Interplay: Personal branding and LinkedIn activity help amplify SEO efforts and build trust signals in a competitive digital landscape.
  • The Nonlinear Nature of SEO: SEO requires patience, with growth often compounding over the years rather than showing immediate returns. Founders should manage expectations accordingly.
  • Scaling and Adapting Over Time: Begin with foundational content and backlinks. Over time, expand into programmatic SEO, personalized clusters, and long-tail permutations as resources grow.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena18 Dec 202400:54:08

In this episode of The Long Game, Alex Birkett talks with Katie Arena, the global marketing and communications leader at Clinch, an omni-channel advertising platform. Katie explains the differences between multi-channel and omni-channel advertising, emphasizing the importance of streamlining ad campaigns, personalizing creative content, and analyzing performance data in a unified way. The conversation touches on the complexities of modern advertising, including audience targeting, decision logic, and optimizing ad spend across platforms. Katie also discusses her views on subtle, well-executed ads, like Nike’s marathon campaigns, and highlights how technology enables efficiency in managing large-scale ad campaigns.

Key Takeaways

  • Omni-Channel vs. Multi-Channel Advertising: Multi-channel means operating across platforms, but omni-channel focuses on creating a connected, streamlined experience across all touchpoints with data-driven personalization.
  • Streamlining Creative Development: Clinch's ad-builder helps advertisers efficiently version, optimize, and repurpose ad creatives across multiple channels, saving time and resources.
  • Personalization Drives Results: Effective campaigns use dynamic decision logic to tailor ads to the audience, considering contexts like weather, time of day, or events (e.g., Olympics medal count updates).
  • Combining KPIs and Optimization: While each channel may have unique KPIs, centralizing the analysis helps advertisers identify what resonates most and optimize accordingly.
  • Complex Campaign Management: The fragmented nature of teams (strategy, creative, and media) can cause inefficiencies. Unified platforms bring visibility, better communication, and data-driven decisions.
  • Bold Advertising in a Crowded Space: Successful ads balance subtlety and creativity, resonating with target audiences while occasionally taking risks to stand out, as seen with Nike or Jaguar campaigns.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM11 Dec 202400:58:10

In this episode of The Long Game Podcast, Alex Birkett and the team discuss critical shifts in SEO and content marketing strategy. They emphasize the importance of moving beyond vanity metrics like traffic and focusing on meaningful business outcomes. Key topics include the concept of North Star KPIs, the dangers of the "traffic trap," and the importance of aligning incentives across teams to achieve shared goals. The conversation highlights how the industry is evolving towards more impactful strategies, offering insights for marketers aiming to drive long-term growth.

Key Takeaways

  • The "Traffic Trap" in SEO: Focusing solely on traffic growth can lead to misaligned strategies that fail to deliver meaningful business outcomes like leads or revenue.
  • North Star KPIs and Guardrails: Using a North Star metric that aligns with business goals ensures focus on value-driven outcomes. Guardrail metrics prevent gaming the system at the expense of user experience or quality.
  • Aligning Incentives Across Teams: Misaligned goals within marketing teams, such as prioritizing traffic over conversions, can hinder overall success. Collaboration and shared KPIs can drive better outcomes.
  • Vanity Metrics and Industry Evolution: The shift away from vanity metrics like page views is forcing marketers to prioritize strategies that genuinely impact business performance.
  • The "Burpees" Analogy for Inefficient Marketing: Ineffective strategies are compared to burpees—exhausting but ultimately unproductive. The focus should be on intentional, impactful actions that contribute to long-term goals.
  • A New Era for SEO: The current paradigm shift in SEO provides a once-in-a-lifetime opportunity to build scalable customer acquisition channels based on meaningful strategies.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy04 Dec 202400:50:42

In this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems.

Key Takeaways

  • Customer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs.
  • Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success.
  • Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes.
  • The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results.
  • Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth.
  • The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: ChatGPT Search, EOY Planning, and Productivity Systems27 Nov 202400:55:37

In this lively episode of The Long Game Podcast, Alex, Allie, and David explore a range of topics, including the evolving capabilities of ChatGPT search and its implications for SEO. They share insights on building and leveraging custom GPTs for personalized workflows and content creation. The conversation also covers year-end planning, productivity hacks, and the balance between personal and professional priorities. With a mix of humor, rants, and strategic takeaways, the episode provides practical ideas for marketers and creators navigating the changing digital landscape.

Key Takeaways

  • ChatGPT Search and SEO Implications: ChatGPT’s search capabilities are a game-changer for refining search results, summarizing content, and providing better context than traditional search engines.
  • Custom GPTs for Personalization: Training GPT models with personalized data and style guides can greatly enhance content creation, from LinkedIn posts to complex projects.
  • Year-End Planning: Writing down goals, prioritizing tasks, and clustering similar ideas help maintain focus and avoid feeling overwhelmed by long to-do lists.
  • Balancing Productivity and Reflection: Personal and business goal-setting requires a mix of introspection, strategic planning, and prioritization to optimize time and energy.
  • AI Content Creation Myths: With proper training, AI can produce highly nuanced and valuable content, debunking the myth that AI-generated content is inherently generic or low-quality.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: The Operations Episode with Gray MacKenzie (ZenPilot)20 Nov 202400:57:35

In this Kitchen Side episode of The Long Game Podcast, Alex, Allie, and David dive into the intricacies of agency operations with guest Gray MacKenzie, CEO of ZenPilot. The conversation explores how agencies can build scalable systems while balancing efficiency and innovation. Gray shares strategies for defining processes, the importance of integrating operations with delivery, and the cultural aspects of driving accountability. The discussion offers actionable insights for agencies looking to streamline workflows, improve profitability, and foster sustainable growth.

Key Takeaways

  • Operations as the Foundation of Growth and Delivery: Operations should support marketing, sales, and client delivery through robust systems, but it requires collaboration between departments.
  • Balancing Efficiency and Innovation: Agencies must find a middle ground between systematizing processes for scalability and allowing room for creativity and innovation.
  • The Role of Culture in Process Adoption: The success of any system depends on creating a culture where employees understand its benefits and actively engage with it.
  • Challenges in Scaling Operations: Gray highlights the pitfalls of pushing for rapid adoption of tools and processes without considering team capacity and readiness.
  • Integrating Top-down and Bottom-up Resourcing: Combining long-term planning with day-to-day task management ensures efficient resource allocation and prevents burnout.
  • The Inefficiency Principle: Innovation often comes at the cost of efficiency. Agencies must decide when to prioritize one over the other depending on their goals.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Why Human Expertise Matters More Than Ever in Content with Katie Kelly13 Nov 202400:52:12

In this episode of The Long Game Podcast, Alex Birkett interviews Katie Kelly, founder of Antiquoted, a platform that promotes diverse and underrepresented voices in media. Katie shares her journey from CRO roles to establishing her own venture, highlighting the challenges and benefits of featuring experts in content. They discuss the importance of authenticity, the pitfalls of AI-generated responses, and the often-overlooked value of unique perspectives. Katie also dives into her website NoWankyBollocks.com, where industry professionals share candid insights and rants about marketing. This conversation sheds light on creating meaningful content in a world saturated with generic information.

Key Takeaways

  • Embracing Diverse Voices in Content: Antiquoted aims to bring fresh perspectives into content by connecting content creators with diverse voices, steering away from the same repeated experts seen in mainstream media.
  • Expert-driven Content Adds Value: Featuring knowledgeable professionals enriches content, especially in technical fields like CRO, where real-world insights clarify complex topics.
  • AI and Authenticity in Content: Katie discusses how the rise of AI has led to an influx of low-quality, generic content. Authentic expert quotes offer a counterbalance by adding credibility and genuine engagement.
  • NoWankyBollocks.com as a Platform for Truth: Through her site, Katie provides a space for marketing professionals to share unfiltered stories, rants, and lessons, shedding light on industry practices.
  • Challenges in Sourcing New Experts: The process of finding less-visible experts is often labor-intensive, yet it’s necessary for avoiding repetitive narratives and making content relatable to a broader audience.
  • Distribution Through Expert Engagement: Including experts in content encourages them to share it within their networks, broadening the reach and impact of the publication.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Kitchen Side: Working In the Business, Founder Mode, and Avoiding the Traffic Trap16 Oct 202400:51:39

In this Kitchen Side podcast episode, David, Alex, and Ali, co-founders of Omniscient Digital, discuss the nuances of working in vs. on a business and how both are essential for growth. They explore the concept of "founder mode," reflecting on both the benefits and risks of hands-on leadership. The team introduces the "traffic trap," a phenomenon where businesses prioritize traffic over meaningful conversions, and the importance of aligning organic growth efforts with broader marketing strategies. Through personal anecdotes and insights from client work, the discussion highlights how businesses can bridge the gap between goals, strategy, and execution for sustainable growth.

Key Takeaways

  • Working In vs. On a Business: The conversation explores the tension between performing day-to-day operations and strategizing for future growth. Both are essential, and success lies in balancing these roles rather than separating them entirely.
  • Founder Mode and Leadership Nuances: Founder mode, popularized by Paul Graham and Brian Chesky, emphasizes a hands-on approach. However, the hosts warn that it can justify both good and bad behavior if not applied thoughtfully.
  • The Traffic Trap: A common issue where businesses focus excessively on increasing traffic without aligning it with lead generation and conversions. The episode discusses the importance of optimizing content and organic programs to drive meaningful business outcomes beyond just page views.
  • Creating Systems Without Losing Flexibility: SOPs and processes can streamline operations but require continuous iteration. The team emphasizes the need to stay close to the work to ensure systems evolve with market changes.
  • Multi-Channel Alignment for Organic Growth: Organic traffic should not be managed in isolation. Effective programs require alignment with paid campaigns, email nurturing, and retargeting strategies to maximize results.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Kitchen Side: Perfectionism vs Experimentation, The Best Career Advice, and What SEO Programs Need to Succeed09 Oct 202400:49:58

In this Kitchen Side episode, hosts David, Alex, and Allie discuss the balance between perfectionism and experimentation in business and personal growth. They explore how shifting to an experimental mindset can alleviate pressure, enhance learning, and drive progress. The conversation covers career advice emphasizing urgency, client management insights, and best practices for SEO programs. They also share personal experiences and stories on how to adapt effectively in a dynamic work environment. The hosts emphasize the importance of taking action, learning from experiences, and avoiding the trap of over-analysis.

Key Takeaways

  • Perfectionism vs. Experimentation: The hosts emphasize the shift from perfectionism to an experimentation mindset, which allows for growth and adaptation. By focusing on learning rather than achieving perfect results, individuals and teams can progress more effectively.
  • Urgency in Career Development: Urgency and taking immediate action are highlighted as key career differentiators. The discussion includes practical advice on maintaining momentum and consistently delivering results, which builds trust and credibility.
  • Adapting SEO Programs Beyond Technicality: The success of SEO programs often relies on factors beyond SEO tactics themselves, such as integrating client goals and aligning team efforts with broader marketing strategies.
  • Learning from Experiences Without Overthinking: The hosts caution against the pitfalls of over-analyzing every situation or experiment. Sometimes, it’s about moving forward rather than extracting lessons from every single action.
  • Authenticity in Client Interactions: Consistent and honest communication with clients is crucial. The hosts highlight the importance of transparency and the challenges of maintaining urgency without overwhelming teams or clients.
  • Balancing Virtual and In-Person Interactions: A discussion about the differences between virtual and in-person meetings shows that while virtual interactions are convenient, in-person engagements often provide more energy and connection.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Marketers Caught in False Consensus Bias and Exploring New-ish SEO Strategies18 Sep 202400:41:29

The conversation covers topics such as false consensus bias, SEO strategies, and programmatic SEO. The main themes include the importance of recognizing and overcoming biases in decision-making, the need to explore new SEO strategies beyond traditional content creation, and the potential of programmatic SEO for automation and scalability. The conversation covers various topics related to programmatic SEO and content marketing. The hosts discuss examples of successful programmatic SEO strategies, such as Zillow's use of data and PandaDoc's templates library. They also explore the importance of having a clear brand POV and messaging alignment for effective content marketing. The conversation touches on the challenges faced by early-stage companies in implementing SEO and the role of brand awareness in their marketing efforts. The hosts also discuss the use of AI-based interfaces in products and share anecdotes about Abraham Lincoln's habit of writing angry letters.

Key Takeaways

  • Recognize and overcome false consensus bias in decision-making by seeking diverse perspectives and data-driven insights.
  • Explore new SEO strategies beyond traditional content creation, such as free tools, programmatic SEO, and content localization.
  • Programmatic SEO involves automation and scalability, but it can encompass various approaches, including dynamic content generation and integration with external data sources. Programmatic SEO involves using data and automation to optimize SEO strategies, such as Zillow's use of data and PandaDoc's templates library.
  • Having a clear brand POV and messaging alignment is crucial for effective content marketing.
  • Early-stage companies may need to focus on brand awareness and thought leadership before seeing significant results from SEO.
  • AI-based interfaces can enhance user experiences in products, but they should be integrated seamlessly and aligned with user needs.
  • Writing angry emails or messages can be counterproductive, and it's often better to take a step back and reconsider before sending.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Building a Company in Crisis and Rethinking B2B Marketing with the RINse and Repeat Framework with Marc Thomas11 Sep 202400:50:23

Marc shares his journey from starting a magazine to founding a creative agency and eventually building a real-time voting tool called Dupol. He discusses the importance of sustaining a company and finding leverage within existing resources. The conversation also touches on the challenges faced during COVID-19 and the unexpected surge in demand for Dupol's services. Marc shares his experience of running a company during the COVID-19 pandemic and the decision to move on. He discusses his current project, Positive Human, and his vision for it. He challenges traditional marketing practices and emphasizes the importance of understanding customers deeply, coming up with novel ideas, and effectively narrating the impact of marketing efforts. Marc introduces the Rinse and Repeat framework, which involves relating to customers, ideating new approaches, and narrating the results. He encourages marketers to prioritize their own well-being and build a life they enjoy.

Key Takeaways

  • Building a personal brand and creating engaging content can lead to opportunities and connections.
  • Marketing is not just about creating content and campaigns, but also about positioning the business and finding leverage within existing resources.
  • Sustaining a company and focusing on long-term growth can be more beneficial than pursuing rapid acquisition.
  • Unexpected events, such as the COVID-19 pandemic, can present both challenges and opportunities for businesses.
  • Being adaptable and responsive to changing circumstances is crucial for success. Running a company during a crisis can be extremely stressful, and it's important to prioritize personal well-being and make decisions that align with one's values and goals.
  • Traditional marketing practices may not be as effective in today's rapidly changing landscape, and marketers need to adapt by deeply understanding their customers, generating novel ideas, and effectively narrating the impact of their efforts.
  • The Rinse and Repeat framework provides a structure for marketers to approach their work by relating to customers, ideating new approaches, and narrating the results.
  • Marketers should prioritize their own well-being and build a life they enjoy, rather than solely focusing on career success or following conventional paths.
  • Challenging the status quo and questioning commonly accepted practices can lead to innovative and impactful marketing strategies.

Show Links

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: We Get Interviewed by AI Generated Questions14 Aug 202400:48:59

In this episode, the hosts dive into an innovative experiment where AI, specifically Perplexity, interviews them about their business, Omniscient Digital. They discuss the evolution of their approach to marketing, the shift from trying to be everywhere to focusing on high-impact channels, and the importance of sticking to core principles while adapting to market realities. The conversation also covers the challenges of balancing product quality with visibility and the tendency to overcomplicate processes in the pursuit of efficiency. The hosts emphasize the value of simplicity, focusing on essential tasks, and maintaining a robust service over flashy marketing tactics.

Key Takeaways

  • Focus on a few high-impact channels rather than spreading efforts too thin.
  • Simplicity in operations often leads to better results than overcomplicated strategies.
  • Maintaining a strong core service is more sustainable than relying solely on visibility and marketing.
  • Adaptability is key, but it should not compromise core values and original vision.
  • Overcomplicating processes in the name of efficiency can lead to wasted time and resources.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side: Category Domination in SEO and Why Focusing on Inputs is Underrated07 Aug 202400:39:08

The conversation revolves around the importance of focusing on inputs over outcomes in SEO projects. David Lee Kim, along with co-founders Alex and Ali, highlights the significance of aligning on strategies and examining inputs to identify issues when outcomes do not meet expectations. They introduce a framework for SEO that includes foundation building, reaching escape velocity, and expansion. The hosts share insights on the challenges of in-house versus agency work, the necessity of adapting strategies, and the importance of continuous alignment with clients. They emphasize the need for regular evaluation of strategies and the ability to pivot based on changing circumstances and feedback.

Key Takeaways

  • Focus on inputs and strategies rather than just outcomes to understand and address issues in SEO.
  • Building a strong foundation is crucial before aiming for higher stages of SEO success.
  • Regularly reevaluate and adapt strategies based on feedback and changing circumstances.
  • Align with clients and stakeholders to ensure mutual understanding and agreement on strategies.
  • Understand the balance between short-term adjustments and long-term strategic goals in SEO.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Personal Branding, Online Visibility, and Belief Statements with Finn McKenty31 Jul 202401:12:07

The conversation covers various topics related to personal branding and marketing. Finn McKenty shares his insights on building a visible and impactful online presence, the necessity of adhering to platform algorithms, and the challenges of balancing artistic expression with commercial demands. He discusses his journey from product design and marketing to becoming a successful content creator, offering advice on leveraging platforms like LinkedIn and YouTube effectively. The hosts and McKenty also touch on mental health, productivity, and the impact of online cynicism. They emphasize the importance of pragmatism in marketing and the power of being visible to seize opportunities.
Key Takeaways
Building a strong personal brand requires visibility and understanding platform algorithms.
Balancing artistic expression with commercial demands can be challenging but necessary for success.
Visibility often leads to opportunities, even more than merit alone.
Algorithms are proxies for audience feedback, emphasizing content that engages viewers.
Pragmatism in marketing is crucial; idealism can hinder success.
Personal branding on platforms like LinkedIn and YouTube involves tailoring content to fit platform norms and audience expectations.
Understanding the incentives of the system and being adaptable can enhance marketing efforts.
Mental health and productivity are important considerations for online creators.
Show Links
Visit Finn McKenty website
Connect with Finn McKenty on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen side: How to Develop an Analytical Mindset24 Jul 202400:56:23

The conversation covers various topics related to data analysis, and decision-making. The hosts delve into the importance of developing an analytical mindset and the challenges of data attribution in marketing. The conversation highlights the need to balance data accuracy with utility and the limitations of self-reported data. Overall, the hosts emphasize the importance of being analytical in understanding and making informed decisions. The conversation explores the importance of being analytical and asking the right questions in decision-making. It emphasizes that everyone can develop analytical thinking skills, regardless of job title or background. The hosts discuss the need to reduce uncertainty with data and the limitations of seeking perfect information. They also touch on the challenges of decision-making and the trade-offs involved. The conversation concludes with the idea that intuition and familiarity with analytics develop over time through practice and experience.

Key Takeaways

  • Developing an analytical mindset involves curiosity, critical thinking, and the ability to ask the right questions.
  • Data analysis is a method to reduce uncertainty, but it can never fully eliminate it.
  • There is a trade-off between data accuracy and the cost of collecting that data.
  • Self-reported data can be unreliable due to memory inaccuracies and sampling biases.
  • Being analytical is important in understanding why things happen and making informed decisions. Being analytical and asking the right questions is essential in decision-making.
  • Everyone can develop analytical thinking skills, regardless of job title or background.
  • Data is a tool to reduce uncertainty, but perfect information is unattainable.
  • Decision-making involves trade-offs, and it's important to be comfortable with uncertainty.
  • Intuition and familiarity with analytics develop over time through practice and experience.

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Kitchen Side Episode 200: The Long Game Magazine Pre-Launch10 Jul 202400:46:41

The conversation starts with technical difficulties and banter about microphones and boxes in the background. They discuss the 200th episode of the podcast and reflect on their favorite moments and surprises. They talk about the origins of the podcast and how it led to the idea of creating a magazine. They share their experiences with reading magazines in the past and the influence it had on them. They express excitement about creating something tangible and different in today's digital age. The conversation explores the joys and challenges of running a business, as well as the turning points and milestones experienced by the team. The greatest joy for the team is working with their talented and growing team, seeing them thrive and achieve great things. The challenges include generating consistent pipeline, retaining and upselling clients, and building and growing the team. The turning points include hiring key team members, landing big clients like Jasper and Hotjar, and restructuring into pods. The team also discusses the importance of facing fears, being present, and having faith in oneself.

Key Takeaways

  • The hosts reflect on their favorite moments and surprises from the podcast
  • The idea of creating a magazine stemmed from the desire to have something tangible and different in today's digital age
  • Reading magazines in the past had a significant influence on their interests and perspectives
  • Creating a magazine allows them to showcase their work and create a high-value artifact The greatest joy of running a business is working with a talented and growing team
  • Challenges include generating consistent pipeline, retaining and upselling clients, and building and growing the team
  • Turning points include hiring key team members, landing big clients, and restructuring into pods
  • Facing fears, being present, and having faith in oneself are important for personal and business growth

Show Links

What is Kitchen Side?

One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.

You understand how things look from the inside and how that differs from the outside.

You understand how the sausage is made. 

As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.

We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.

Some interviews you might enjoy and learn from:

Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)

Building Competitive Marketing Content with Sam Chapman (Aprimo)

How to Build the Right Data Workflow with Blake Burch (Shipyard)

Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)

Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)

Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:

Blue Ocean vs Red Ocean SEO

Should You Hire Writers or Subject Matter Experts?

How Do Growth and Content Overlap?

Connect with Omniscient Digital on social:

Twitter: @beomniscient

Linkedin: Be Omniscient

Listen to more episodes of The Long Game podcast here:

 

https://beomniscient.com/podcast/

Brand Strategy, Performance Marketing, and Building Engaged Communities with Evelyn Frison03 Jul 202401:20:48

In this episode, Alex Birkett talks with Evelyn Frison about branding and brand strategy. They discuss how to uncover differentiated selling propositions, conduct research, and identify target audiences. Evelyn shares insights on how branding and positioning inform messaging and marketing, and the integration of brand and performance marketing campaigns. The conversation also covers building communities, drawing lessons from Evelyn's fitness group community, and applying them to marketing, management, and life.
Key Takeaways
Differentiated Selling Propositions: Importance of uncovering unique selling points through research and understanding the target audience.
Brand Strategy: How branding and positioning drive messaging and marketing campaigns.
Integration of Marketing Campaigns: The need for integrated brand and performance marketing efforts.
Community Building: Insights from Evelyn's experience with a fitness group community and its application to broader marketing strategies.
Research and Validation: The process of validating hypotheses about the target audience through surveys, interviews, and focus groups.
Fundamentals of Branding: Emphasis on basic branding practices and avoiding common mistakes like over-fixation on design.
Retention Marketing: The rising importance of retention and loyalty in marketing, supported by authentic community building.
Positioning in B2B vs. Consumer Brands: Differences and strategies for effective positioning in B2B and consumer markets.
Show Links
Visit Boas Agency
Sing up for GOALszn Newsletter
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

The Flux in the SEO Industry, What Programmatic SEO Will Look Like, and Taking a Calm Approach to Business with Thenuka Karunaratne20 Jun 202400:51:14

Thenuka, CEO of Daydream, discusses the changing landscape of programmatic SEO and the importance of context in content creation. He explains how Daydream helps companies leverage their unique data to generate high-quality, AI-driven content for SEO. Thenuka also emphasizes the need for education in the industry to understand and implement programmatic SEO effectively. The conversation explores the future of SEO and the role of automation in the industry. It discusses how automation will impact the different aspects of SEO, such as keyword research, content creation, and performance monitoring. The conversation also highlights the importance of strategy in SEO and how it will become more valuable as tactical tasks get automated. Additionally, the conversation touches on the concept of taking a calm approach to building a company and the benefits of separating one's identity from the company. It concludes with a discussion on the intersection of Buddhism and entrepreneurship.
Key Takeaways
The landscape of programmatic SEO is changing, with alternative search engines and generative AI technologies emerging as competitors to Google.
The way content is created to answer search queries is also evolving, with a focus on more customized and high-quality answers.
Daydream helps companies leverage their unique data to create AI-driven content that is tailored to specific search patterns and user intent.
Education is crucial in the industry to understand and implement programmatic SEO effectively. Automation will play a significant role in the future of SEO, automating tasks such as keyword research, content creation, and performance monitoring.
Strategy will become more valuable in SEO as tactical tasks get automated, requiring a deep understanding of the product and data to drive growth initiatives.
Taking a calm approach to building a company can lead to better problem-solving and stability, allowing for a more sustainable and focused mindset.
Separating one's identity from the company can help maintain stability and prevent emotional ups and downs as the company faces challenges.
Buddhist principles, such as mindfulness and detachment, can be applied to entrepreneurship, providing a sense of space and perspective in the face of difficulties.
Show Links
Visite DayDream
Connect with Thenuka Karunaratne on LinkedIn and Twitter
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

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