Marketing and Branding Archives

Measuring Gen-AI and Traditional Search Success

Measurement Challenges in the Gen-AI Search World

Traditional SEO metrics require expansion to capture performance across dual search ecosystems, but many AI-specific measurement tools don’t yet exist.

Jordan Stevens, with Jordan Stevens Digital Marketing Consulting, outlines the measurement challenge: “Visibility is the key, but measuring it will be hard in the near term. We don’t have the tools for this yet. Keep your eyes on your business revenue as a whole. SEOs and marketers no longer have significant control over the output and what people see on the screen.”

Methods of measurement

Continue reading “Measuring Gen-AI and Traditional Search Success”

B2B Messaging That Resonates

I recently responded to a reporter’s request for input on how to make business-to-business (B2B) content more memorable. It’s a great question, especially in a generative AI (GenAI) environment where an increasing amount of content is being generated by GenAI tools, rather than humans.

That automatically makes any content that you generate generic and marginally useful. Dare to be different! Here’s how.

Continue reading “B2B Messaging That Resonates”

LinkedIn Newsletters: #9 and #10 of 10 Expert Best Practices for B2B Thought Leadership

With over 1.2 billion members as of January 2025, LinkedIn has evolved beyond networking to become a critical platform for B2B content distribution and thought leadership development. LinkedIn newsletters represent one of the most significant developments in B2B content distribution because they allow users to build their own audience within LinkedIn, offering professionals a direct channel to communicate with opted-in subscribers.

Here we synthesize expert insights from digital marketing specialists, CEOs, consultants, and content strategists who have successfully leveraged LinkedIn newsletters to achieve measurable business outcomes. Their collective experience provides a roadmap for organizations seeking to establish or optimize their LinkedIn newsletter strategy and is supported through our own work and experience.

Here are our final two tips and some key recommendations.
Continue reading “LinkedIn Newsletters: #9 and #10 of 10 Expert Best Practices for B2B Thought Leadership”

LinkedIn Newsletters: #7 and #8 of 10 Expert Best Practices for B2B Thought Leadership

Here’s #7 and #8 of 10 recommendations. Continue reading “LinkedIn Newsletters: #7 and #8 of 10 Expert Best Practices for B2B Thought Leadership”

LinkedIn Newsletters: #6 of 10 Expert Best Practices for B2B Thought Leadership

Over the next few weeks, we’re going to share a roundup of input on how to create, manage, and effectively leverage LinkedIn newsletters to achieve marketing goals.

Here’s #6 of 10 recommendations. Continue reading “LinkedIn Newsletters: #6 of 10 Expert Best Practices for B2B Thought Leadership”

LinkedIn Newsletters: #5 of 10 Expert Best Practices for B2B Thought Leadership

In this post we synthesize expert insights from digital marketing specialists, CEOs, consultants, and content strategists who have successfully leveraged LinkedIn newsletters to achieve measurable business outcomes. Their collective experience provides a roadmap for organizations seeking to establish or optimize their LinkedIn newsletter strategy and is supported through our own work and experience.

Over the next few weeks, we’re going to share a roundup of input on how to create, manage, and effectively leverage LinkedIn newsletters to achieve marketing goals.

Here’s #5 of 10 recommendations. Continue reading “LinkedIn Newsletters: #5 of 10 Expert Best Practices for B2B Thought Leadership”

LinkedIn Newsletters: #3 and #4 of 10 Expert Best Practices for B2B Thought Leadership

Over the next few weeks, we’re going to share a roundup of input on how to create, manage, and effectively leverage LinkedIn newsletters to achieve marketing goals.

Here are #3 and #4 of 10 recommendations. Continue reading “LinkedIn Newsletters: #3 and #4 of 10 Expert Best Practices for B2B Thought Leadership”

LinkedIn Newsletters: #2 of 10 Expert Best Practices for B2B Thought Leadership

Over the next few weeks, we’re going to share a roundup of input on how to create, manage, and effectively leverage LinkedIn newsletters to achieve marketing goals.

Here’s #2 of 10 recommendations. Continue reading “LinkedIn Newsletters: #2 of 10 Expert Best Practices for B2B Thought Leadership”

Launching and Leveraging LinkedIn Newsletters: 10 Expert Best Practices for B2B Thought Leadership

LinkedIn newsletters have emerged as a powerful tool for B2B professionals seeking to establish thought leadership and deepen audience engagement. Based on insights from 20+ verified marketing experts and industry leaders, this white paper presents actionable strategies for launching, optimizing, and leveraging LinkedIn newsletters to drive business results. Continue reading “Launching and Leveraging LinkedIn Newsletters: 10 Expert Best Practices for B2B Thought Leadership”

Your Customers are Talking About You. Do You Know What They’re Saying?

If you’re not on Instagram, Twitter, Facebook, or other social media sites —and believe it or not, many people are not!—you may be missing out on some very important conversations. Some of these conversations may be about you!

When we worked with a client recently, we did some quick online research, and they were shocked to find how many discussions about their product, relative to their competitors’ products, were taking place.

Some were good, some were not. Continue reading “Your Customers are Talking About You. Do You Know What They’re Saying?”