Podcast Episodes
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A Form Fill Is Not Demand Generation
Episode 16
Here's my new rule for demand generation: Ungate the argument. Gate the utility. Ungate the point of view — and ungate the template, tool, deeper cut…
2 months ago
GEO Is What Happens When Search Becomes Zero-Click
Episode 15
AI search is changing SEO, but not because SEO is dead. It’s changing because search is becoming more zero-click.
In this episode, I explain GEO — Gen…
2 months, 1 week ago
Announcing: Zero Click Marketing — The Book!
Episode 14
Zero Click Marketing: How to Build Brands and Earn Customers on a Traffic-Starved Web is officially available for pre-order.
YOU HEARD RIGHT, CUTIES! …
2 months, 2 weeks ago
Why Marketers Make Content for Dashboards (Not Their Audience)
Episode 13
Marketers say they want good strategy. Then they optimize for whatever’s easiest to measure.
This episode is about why easy-to-see metrics like traffi…
2 months, 2 weeks ago
The End of the “Ultimate Guide” Strategy
Episode 12
For years, marketers were told to create the ultimate guide: one page that covers everything on a topic. That advice worked when the goal was to rank…
2 months, 3 weeks ago
The Beige of Marketing
Episode 11
Best practices can help you avoid obvious mistakes — but they can also make your marketing forgettable. In this episode, I explain why the real probl…
3 months ago
A Playbook for Shaping What the Internet Says About You
Episode 10
Before someone clicks your website, they may already have formed an opinion about your brand from the public record — snippets, Reddit threads, revie…
3 months, 1 week ago
Why Better Attribution Won’t Fix Your Measurement Problem
Episode 9
A lot of marketers say they want better measurement. Usually, what they really want is cleaner attribution.
In this episode, I argue that those are tw…
3 months, 2 weeks ago
ZCM Field Notes: Search Is Now an Evidence Game (Ugh, Thanks, AI)
Episode 8
Today I'm sharing my notes on recent news/research in the worlds of AI and Google Search. I'm breaking down 3 key pieces:
Ross Simmonds of Foundation…3 months, 2 weeks ago
The Difference Between Fine and Good
Episode 7
A lot of marketers confuse polished with effective. Or they confuse consistency with substance. But neither one guarantees the work is actually good.…
3 months, 3 weeks ago