Superpath

Brad Smith from uSERP joined Alex to chat about why most content marketing is a waste of time, a discussion based on Brad's LinkedIn article on the topic — https://lnkd.in/eWJ45fTm 🎧 Tune in: https://lnkd.in/ebna5HCV

Caelean Barnes from Gauge on the impact of using AI to write your content on AEO/GEO (it's not good!). But, it's ok to use AI in the content workflow as long as their is a human in the loop. tl;dr — even the AI chats don't like your AI slop. Check out the full episode: https://lnkd.in/ghc-Qqye

Tomorrow, the team at Ahrefs is joining us to chat SEO, AI Search, and more. In this webinar, you’ll learn how to: 📏 Measure the right brand awareness metrics that connect brand strategy to profit growth. 📈 Increase your brand’s AI-search presence in AI-generated answers, AI Overviews, and SERPs. 🤖 Create smart AI marketing automations to help grow awareness across multiple channels, not just search. Register here 👇 https://luma.com/3irom2vd

Content marketers are stuck in a weird paradox right now: We’re told to “create more,” but also to “make it better.” LLMs don’t care how many blogs you publish — they care if your content actually says something worth citing. The hustle for volume is colliding head-on with the need for genuine authority. Conductor’s VP of Marketing, Lindsay Boyajian Hagan, summed it up perfectly: “𝘈 𝘨𝘦𝘯𝘦𝘳𝘪𝘤 𝘱𝘪𝘦𝘤𝘦 𝘰𝘧 𝘤𝘰𝘯𝘵𝘦𝘯𝘵 𝘪𝘴𝘯’𝘵 𝘨𝘰𝘪𝘯𝘨 𝘵𝘰 𝘤𝘶𝘵 𝘪𝘵 𝘢𝘯𝘺𝘮𝘰𝘳𝘦.” With AEO, LLMs care whether your content shows insight, originality, and value. Not just volume. We still need a lot of content to build topical authority. But it can’t just be volume — it has to have a  unique POV that the LLMs deem authoritative on a topic. 𝐀𝐜𝐜𝐨𝐫𝐝𝐢𝐧𝐠 𝐭𝐨 𝐋𝐢𝐧𝐝𝐬𝐚𝐲, “𝐆𝐨𝐨𝐝” 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐧𝐨𝐰 𝐦𝐞𝐚𝐧𝐬: • Original research • Quotes • Unique POV So if your 2026 content plan focuses on churning out thin content, …it might be time to pause and ask: 𝘞𝘩𝘺 𝘸𝘰𝘶𝘭𝘥 𝘢𝘯 𝘓𝘓𝘔 𝘤𝘪𝘵𝘦 𝘵𝘩𝘪𝘴? Catch the full episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺 to learn why content remains the “currency” of AI, and how Lindsay’s team restructured their marketing strategy by shifting budget from traditional demand gen into higher-quality content and brand visibility. #AEO #LLMs #ContentMarketing

Welcome to the new era of AI search, where SEO is cool again. AEO is transforming how we think about search. No longer is SEO a siloed discipline or an afterthought for executives. With the rise of LLMs and chatbots, leaders across organizations are eager to understand and invest in AEO, ensuring their brands are part of the next wave of digital discovery. As Lindsay Boyajian Hagan, Conductor VP of Marketing, put it: CEOs, CMOs, and Board members at top Enterprise brands are trying to figure something out fast, because people are going into ChatGPT and they're not seeing their brand show up. Now, instead of fighting for budget scraps, we’re watching execs scramble to invest in AEO, terrified of being left behind by the next big algorithm update or chatbot uprising. When nobody knows what's happening, that's when content teams shine with good, old-fashioned, valuable content. Catch the full episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺 to learn how enterprise brands can measure and improve their visibility across AI search engines. #AEO #SEO #ContentMarketing #AI

When it comes to building trust with B2B buyers, citing experts in your content is actually more important than having your content 𝘸𝘳𝘪𝘵𝘵𝘦𝘯 by an expert. With Google E-E-A-T, an economist writing about money brings deep experience and subject matter expertise—but it’s the writer who turns those insights into content that’s clear, engaging, and easy to read. According to Becky Lawlor’s 2025 B2B Buyer Insights report, here’s what builds trust in content: • Original Research: 70% • Expert Opinions: 64% • Peer Insights: 62% • Byline Author: 22% If you want your content to stand out and earn trust, focus on bringing in expert voices and original research—not just expert bylines. Catch the full episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺 to learn more insights on what content formats convert B2B buyers and how owning your research can boost brand trust.

Today’s B2B buyers don’t care how the sausage is made—they just want it to taste good. The process of how you create your content matters far less than whether it actually helps your audience solve their problems. Becky Lawlor’s 2025 B2B Buyer Insights report proves that trust in your content doesn’t drop if it’s created with AI, as long as it’s insightful, offers a unique perspective, or gives a peek at what peers are doing. B2B buyers want substance, not just another generic article on a topic that's already been covered a thousand times. They don't care whether content is created by AI or by a human. What matters to them is one thing: does it deliver value?   Valuable content means that it’s relevant to specific challenges and gives them a window into what others in their industry are doing.   The key takeaway from Becky’s research: focus on delivering value and relevance. Catch the full episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺 to learn more insights about what B2B buyers value most.

Remember when you'd spend three hours researching a prospect just to write four lines of copy? Eric Doty, Content Lead at Dock, remembers too. But now he’s using AI—not just to write faster, but to think and work smarter across the entire content workflow. In this episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺, we explore How Content Marketers are Actually Using AI. We discuss: → Blending deep research with ChatGPT to write personalized messaging for cold outreach that actually converts → Non-writing AI use cases—from call transcript analysis to custom dashboards → Streamlining research and scaling content creation → Why AI isn’t replacing content marketers—it’s expanding our capabilities If you're rethinking what “content work” looks like in 2025, this episode will inspire you with ideas. Catch the full conversation on 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺.

𝐒𝐄𝐎 𝐢𝐬𝐧’𝐭 𝐛𝐫𝐨𝐤𝐞𝐧. 𝐁𝐮𝐭 𝐭𝐡𝐞 𝐨𝐥𝐝 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤 𝐢𝐬. So how do you stand out when traffic drops? You build a brand with 𝘳𝘦𝘢𝘭 authority. The kind that earns mentions, trust, and recognition without relying on keyword gymnastics. On this episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺, Brand Authority Club founder Amanda Milligan talks about what still works and what doesn’t as AI reshapes how people find and trust information. Her take? Your brand is your moat. The companies that invest in building a brand people recognize and respect will win. We talk about: → Diagnosing brand authority gaps → Why visibility matters more than ever → What execs really need to understand about long-term brand strategy over short-term SEO gains Catch the full episode of 𝘊𝘰𝘯𝘵𝘦𝘯𝘵, 𝘉𝘳𝘪𝘦𝘧𝘭𝘺 to learn how companies can adapt their SEO strategy to build lasting trust and momentum.