Are we already living in a post-search, post-SEO reality? If so, now what?

In this episode, Tom and Curtis explore the evolving landscape of search and marketing in the age of AI. They discuss the rise of zero-click searches, the implications of voice search, and the need for businesses to adapt their SEO strategies. The conversation emphasizes the importance of authentic content and storytelling in marketing, as well as the role of influencers and community engagement in building trust with audiences.

N.B.: Tom’s AI vs. human storytelling example that just might bring a tear to your eye: https://www.linkedin.com/posts/tnixon16_on-the-next-episode-of-bullhorns-bullseyes-activity-7287127028439425024-VKwx

Takeways:

• • The advent of AI has transformed search results, leading to a rise in “zero-click” search results.
  • A full 65% of Google searches do not result in a click to a website.
  • Voice search is becoming increasingly prevalent and should be considered in SEO strategies.
  • SEO is evolving into “search everywhere optimization,” as search occurs across various platforms.
  • Authentic content is crucial for connecting with audiences and standing out in a crowded market.
  • Storytelling in marketing helps brands connect emotionally with their audience.
  • Influencer marketing leverages established trust to tell brand stories effectively.
  • Community engagement is essential for understanding customer needs and fostering relationships.
  • Brands must prioritize authenticity to resonate with their audience and avoid sounding like marketing.
  • The future of marketing lies in meaningful conversations and connections with customers, not necessarily waiting for searches to lead prospects to your doorstep.

Curtis and Tom kick off Season 2 by going live (originally airing December 18, 2024), during which they covered a range of topics with both curiosity and analysis alike. Appropriately, they open the show talking about the importance of authenticity when it comes to branding and marketing. (You know...like, going live and in-person in real time?)

They covered the bases, they fielded some live questions, and they tried to tee listeners up to hit a home run when developing their 2025 marketing plans!

Topics Covered:

• • The Shift to Authenticity: Why Gen Z rejects traditional advertising

  • The Power of Video Marketing: Tips for creating authentic video content

  • LinkedIn Newsletters: Building engagement from new audiences

  • Chatbots: Personalized or AI-powered?

  • Smarter Attribution: Navigating privacy and complex customer journeys

In our final episode of Season One, Curtis and Tom discuss the chief takeaways and biggest lessons learned from our first season. Listen in as they break down the big three: 1.) the importance of messaging hierarchy, 2.) the role of systems in marketing, and 3.) the necessity of aligning metrics with objectives. (Hint: Not everything should be measured as pass/fail.)

Takeaways:

• Reflecting on the journey of the podcast and its evolution.

• How does “WHY-HOW-WHAT” align with the “AIDA” sales funnel?

• The importance of KPIs in measuring marketing success.

• Sales readiness is crucial for converting leads into customers.

• How to align metrics with messaging and methodologies to maximize marketing efforts.

• Brand building is essential for long-term business growth and short-term lead generation.

• Sales training can significantly improve conversion rates.

• Budget allocation should reflect the sales funnel stages and map to the desired outcome of each stage…not JUST sales or conversions!

Be sure to come back for Season Two!