Episode 2
· 01:05:35
Hey, everybody. Welcome to this week's installment of Brick Marketing Live. Today is Tuesday, April 7, and myself, Nick Stamoulis, and our Brick Marketing team would like to welcome you. A quick little plug here. So, we are so we're live on the Brick Marketing website on Facebook and LinkedIn on our company pages on Facebook and LinkedIn.
NIck Stamoulis:And then also, we as new introduction this week and going forward, this it will be a podcast on all the major podcast platforms. So if you just simply look for Brick Marketing Live or Brick Marketing, you will find it. And hopefully, can, you know, if you don't have time to watch, you can listen on the go. So on that note, let's get started. So the first topic for today that we're gonna talk about is is really interesting article from the Martech publication.
NIck Stamoulis:The real impact of AI on budgets, stacks, and teams. So essentially, what this is saying is, 42% of marketers say their budgets are increased because of AI, and a third say it's also driving a significant rise in headcount. So what's what's interesting is I think this this is a really useful and interesting article that goes against what we're hearing in mass media and a lot of the national media outlets on the business side of things where AI is taking jobs. Right? And so ultimately, it definitely will.
NIck Stamoulis:How how that's playing out, it's it's kind of counteracts, at least in the marketing world side of things. And this article shows that a lot of organizations are essentially saying that their budgets are increasing, so they can invest in AI right now. And their headcount is increasing at the same time, because now they need individuals that understand AI a little bit better. So, this is kind of like what we've been talking about in the past, where AI will yield and generate more jobs and different types of jobs. And I believe that is absolutely going to be the case in the marketing world.
NIck Stamoulis:So Catherine Drawan, what do you guys think on this one?
Katherine Tsoukalas:Yeah, we've seen this with other technologies when they came out, like even SEO back, I don't know, twenty years ago, whatever it was, that a new technology comes and this doesn't just pertain to marketing or anything. It can be anything. A new technology comes, and there's this period of time where we suspect it's going to take away jobs. And it might. Right.
Katherine Tsoukalas:However, there's the unspoken, it will also create jobs. So this article did a great job validating that point, and it's something that we've seen throughout history.
NIck Stamoulis:Yeah. I think so. John, your thoughts?
John Tiglianidis:I think when it comes to, like, speaking solely about, like, budgets, I mean, think about even, like, at Brick. Right? How many tools we're testing all the time. Right? So it's like Right.
John Tiglianidis:You're investing x amount of money every, you know, every couple weeks because, you know, a new tool shows up that you might wanna try and use. So, maybe budgets are going up, but then at the same time, you're gonna figure out which tools are good, which tools are bad, and then you're gonna end up cutting those. So, maybe for now, there's gonna be a huge budget bump, but we'll see.
NIck Stamoulis:Mhmm. Yeah. Yeah. Definitely interesting. Definitely interesting.
NIck Stamoulis:Alright. Moving on. Next article. Interesting article from Search Engine Journal, The Science of What AI Actually Rewards. So I thought this was interesting.
NIck Stamoulis:And, you know, and this is interesting because on many industry publications, you know, we see marketers, SEO folks, whether they're from the agency side or the in house side, just share their thoughts and what they're seeing firsthand with AI. Because the thing we all have to remember, AI, marketing, generative engine optimization are new marketing mediums. I mean, we're talking two, three years old, right? And so has a lack of sophistication right now and a lack of maturity as a marketing medium. So what's interesting is So let me just talk about this article.
NIck Stamoulis:So it says here that most AI SEO writing advice doesn't hold its scale. There's no universal write like this to get cited formula. The entity types that predict citation are not always the ones being targeted. The ones the one writing signal that holds across all seven verticals, declarative language. Heading structure is binary.
NIck Stamoulis:And corporate content dominates. Reddit doesn't. So I thought this was interesting because, you know so again, this is a based on a survey, based on this particular marketer that wrote this article for search engine journal, their findings. And I think I find a lot of that to be true, especially on the content marketing side of things. People think that spinning hundreds of articles, just like in the old days of SEO would yield a nice uplift it uplift in traffic.
NIck Stamoulis:It uplifted citations. That doesn't necessarily hold true. And initially, in the behavior that we're seeing is, you know, initial bump of traffic, bump in signals, then it eventually declines rapidly. So, Catherine, I want you to chime in on this just because you're a content expert, so I wanna get your thoughts on this.
Katherine Tsoukalas:I feel like a lot of what this person who wrote the article is observing has its core in something that we talked about in a previous Brick Live, that you cannot replicate it's very difficult to replicate searches in AI.
NIck Stamoulis:Right. Right.
Katherine Tsoukalas:So that is the foundation of probably why it's so difficult for AI to pin down what AI actually looks for when you're putting together content. Now, that doesn't mean that all hope is lost for us in the way that we write. If we write with authority, if we have a strong brand presence, and if we are accurately represented not only on our own websites, but on the public internet, then it will find you. But it's more like thinking about casting a wide net versus I need a formula. SEO made us think we can get away with having a formula that's repeatable, but inherently AI flips that upside down just because we can't even get it to really replicate search results.
NIck Stamoulis:Right. And it's interesting, Catherine, because we've always, the approach in our twenty one years in business of brick marketing, the approach that we've always taken for SEO is a marketing approach. We always talk about this over and over and over. And this is so true that it's, you know, I think the where kind of people went wrong, and I know there's a lot of SEO folks out there that will challenge me and prove me wrong. That's great.
NIck Stamoulis:That's the way you do it. But we don't recommend taking a formulaic approach No. SEO to writing content, nor do we feel that that's the approach that's going to work well for AI. And we're seeing it firsthand with our clients. We're seeing it literally on the GEO side of things.
NIck Stamoulis:And so, it's interesting. It's very interesting.
Katherine Tsoukalas:Yeah. Being sort of unpredictable is the new predictable, I guess. I I tend to think of it that way. It's the way things are now. And as marketers, like you said, we have to cast that wide net.
Katherine Tsoukalas:We always did. This is nothing this is literally nothing new. What we're saying is citations and marketing for AI and this and that is basically what we should have been doing all along anyway.
NIck Stamoulis:Yep. Yep. Absolutely. John, anything to add on this?
John Tiglianidis:Yeah. I mean, like we've said, AI is very unpredictable. So it's hard to say, like, oh, this type of of writing and content will work really well. But what you have to do is just you you you gotta put content that is, like, authoritative out there and just kinda keep your brand, like, in line with itself so that, you know, in the event that AI does start citing you, at least everything's sort of all put together and then, you know, you might get some higher chances on that.
NIck Stamoulis:Yeah. Yeah. Absolutely. Moving to the next one. So this is interesting, and this kind of fits into a very similar concept.
NIck Stamoulis:So this is an article from Search Engine Land, a really recent one, which is great, that says why your content doesn't appear in AI overviews, even if it ranks in the top 10. So I think before we get into it, and so that well, the subheading in this article literally says top rankings don't guarantee AI overview visibility. Learn how to optimize for retrieval structure and citations. So that sums it up. And so here's the thing.
NIck Stamoulis:People still think, and again, it's not people, it's just, it's, there's a learning curve, right? As generative engine optimization or AI SEO is a new marketing medium. And so it operates different. The search engines are algorithmic in nature. The AI platforms, whether it's ChatGPT or Gemini or Quad or Copilot, Perplexity, any one of them, they're learning engines.
NIck Stamoulis:So they're not algorithmic like a search engine is. They're not designed to return search results like an algorithm does. Right? And so, because of that content is returned differently. And so, you know, we've seen it many times where, you know, brands have a great SEO presence, but lack results and lack visibility in AI search.
NIck Stamoulis:Going forward in the future, now this year, next year and beyond, you need both. You have to have a good organic presence and you need to get your content to get cited and be visible in the AI platforms. And then also, I think really the key differentiator here, this is what this article is talking about, is the structure of the content. How content that's written, you know, because AI isn't like a, you know, a crawler bot at a search engine in Google. It's not gonna go and see, you know, all the way down the bottom of the page.
NIck Stamoulis:What, you know, it sees at a certain level, you know, like maybe like above the fold. And then you have this, you know, the schema aspects, the structured data piece of it, which is essential on the back end, And that helps your content get better visibility in AI search. And then you have citations. Citations, right? Citations are nothing more than marketing your business.
NIck Stamoulis:A lot of different ways that elevate your visibility as a brand, regardless of your B2B or B2C, regardless of what industry you're in. So I think this article in Search Engine Land is, I think, great. It's brilliant. It breaks it down in a simplistic fashion that I think is important for people, really important for people to understand. So, Katherine John, what do you guys think on this?
Katherine Tsoukalas:Yeah. I for me, something that you said struck a chord. I if we're thinking about AI and wanting to get shown in AI, we have to release the mindset that of what we're asking for. When we use Google to pre create a search, we were asking for it to please return a series of links that we can click and go find the information. But we have to know that once we approach AI to gather information, what we're asking is for it to return the information to us.
Katherine Tsoukalas:Right. So the other day, I did a search for something, and I actually forget what it was. But I did a search asking for the sources. I went right to chat GPT for it, and it would not give the sources. Was it went into explainer mode saying, I cannot do that because I am programmed to give information, not sources.
Katherine Tsoukalas:Now, on plenty of occasions, AI has given sources, but that's where we're at for that particular search. But it goes to show you that if we think about it, that it's returning information, what does that mean for our content? It means that we have to make sure that our content that we're putting out there, whether on citations, which I call the public Internet, or on our websites, has to deliver the content that we want it to deliver, has to deliver the information, and it has to do so in a structured way. But it it if we're thinking of it's replacing something that we're used to, we might struggle to adopt it. But if we think of it as we're we're giving the audience information that it wants, Think of AI as another audience that could reach out and grab it from wherever you put it.
Katherine Tsoukalas:And that's where your brand will start getting mentioned, where your information will start getting mentioned. So
NIck Stamoulis:Yeah. And and ultimately, it becomes a referral engine too. Yeah. Because what you know, even the even if the prompt results in AI, regardless of the platform that's being used, doesn't have the direct link. It's still recommending your brand.
NIck Stamoulis:And that's why it's important to market a lot of different ways, to be visible in a lot of different ways. And so, John, anything to add on this?
John Tiglianidis:Something that, you know, that I was thinking about, about, like, why your content doesn't appear in, like, the overview on Google is I feel like it it still is very, very biased towards what sources it likes to use. Like, every time I look something up, it's usually it's usually Reddit that it's getting its information from, which isn't the best source for really anything at all. So, so you you you have to think about being at those those places where it is, you know, starting to cite things.
NIck Stamoulis:Right.
John Tiglianidis:So, you know, places like Reddit, stuff like that might actually help you get into those AI overviews.
NIck Stamoulis:Yeah. Yeah. Very interesting.
John Tiglianidis:For sure.
NIck Stamoulis:Moving on. Next article. Next one we picked is an interesting article from Marketing Week publication, And the title is The Conflict is Real. B2B Sales Leaders on Erasing the Friction with Marketing. So basically what it says is, to paraphrase, more than a third of the four fifty b two b marketers surveyed often find themselves in conflict with sales, citing a failure by sales teams to understand their priorities or appreciate their work as an investment rather than a cost.
NIck Stamoulis:And half recognize a perception marketing is only there to serve sales. Okay. Let me unpack this one. There's a lot to unpack here. So at Brick Marketing, the majority of our clients are business to business.
NIck Stamoulis:So the majority of our clients target other businesses and what they sell. And, you know, we have B2C clients, commercial type clients as well. But B2Bs have been our world for twenty one years, more or less. And so what's interesting is we've experienced this firsthand where we've achieved wonderful results for clients. And Catherine, you know this, right?
NIck Stamoulis:How many clients have we got? We're generating great leads, great inbound leads from SEO, from PPC, from social media, from content marketing efforts, you know, email marketing, it's all integrated. It's great. And then yet the sales teams don't follow-up on them because they feel, oh, maybe territorial, like, okay, well, but any of marketing drives for me isn't, you know, I didn't generate it. So I don't feel that ownership like and it's not just one company.
NIck Stamoulis:I've seen this dozens of times over the years, dozens, so many different types of companies with the exact same mindset. And we always say that marketing and sales are in the same family and they're like brother and sister, literally. They one isn't more important than the other. You need both to work well effectively. Mhmm.
NIck Stamoulis:Right? Like, if if your marketing isn't strong and you're not bringing qualified leads, doing the right things to nurture leads, then they're gonna be lousy leads coming in. Sales teams are gonna get, you know, frustrated because now they can't close any business. Now on the flip side, you know, if you're bringing these wonderful leads just teed up for a sales team to reach out and close and the sales team feels territorial about it or or or you don't or the sales process is not as tight as it should be, you know, it there's a breakdown there and the results aren't good overall for your, you know, for a particular company. So I thought it was great that marketing week did this survey, talked about this because I think this is this is this is the reason why I kind picked it for the for, you know, to talk about it this week is this isn't like an underserved topic that we see and they've experienced firsthand for many, many, many years.
NIck Stamoulis:And I'm hopeful now with the age of AI that we're in and continuing to evolve, I'm hoping that that alignment, it gets tighter, that both realize that, okay, we are on the same team here, right? You do well, you hit your numbers as a salesperson. That's going mean there's going be more a bigger budget for marketing to grow the company and continue to grow and build. So Mhmm. Cath, what do you guys think on this one?
Katherine Tsoukalas:Yeah. I have heard so many stories of people working in marketing departments, basically handing sales a bunch of warm at the very least warm leads that the sales process, the marketing funnel grabbed. And sales is like, we don't have the resources. We don't have the process. I didn't get this lead.
Katherine Tsoukalas:I don't know if it's really good or not. And they push back. It's a shame because in an ideal world, the two departments would work together. It doesn't always just work from the direction of marketing handing sales leads. Sales can pump content ideas to marketing to better enhance their process.
Katherine Tsoukalas:You can ask them what kind of objections and questions do people have that could be served up on a page of the website that you could refer people to. But without the communication, you can't take advantage of knowledge pools between the two departments. Sales would very likely increase if the two departments communicated effectively. And it's just for some reason for all the reasons that Nick mentioned in his explanation and probably some that we haven't mentioned, it's very difficult, but it's worth working on.
NIck Stamoulis:Yeah. It is. John, anything to add?
John Tiglianidis:Yeah. I'm I I mean, both areas are very, very important, and they they need to work together because otherwise, you know, your your leads aren't, you know, getting acted upon. Or like Catherine said, there can be, like, marketing improvements through information from sales. Mhmm. I think that when you have, you know, those two areas that are completely, like, not talking to each other, I I feel like, you know, there's a rivalry between them, you know, trying to, you know, take credit for this and that.
John Tiglianidis:When that when that's sort of the, what's going on there, you you miss out on a lot of good opportunity.
Katherine Tsoukalas:Mhmm.
NIck Stamoulis:Yeah. Yeah. I agree. I agree. Before we continue, just take a little break just to remind people that you can catch this Brick Marketing Live at brickmarketing.com/live on the Brick Marketing Facebook page, LinkedIn page, and this it will be a podcast which is on all the major podcast platforms.
NIck Stamoulis:Just search for Brick Marketing Live and you'll find it. So alright. Let's continue. Next article. This is interesting from Search Engine Journal.
NIck Stamoulis:Again, just these are, you know, are some of our go to publications, but just great information. So the topic of this one is so your traffic tanked, what smart SC CMOs do next. So, I mean, so the article itself talks about essentially that SEO is the foundation of AEO or gender of engine optimization. And it says that it's that, you know, don't forget Bing. It talks about, you know, cross functional ownership.
NIck Stamoulis:It talks about PR added into the mix to help build citations. The content strategy that wins an AI responses. So it kind of goes to talks about basically beefing up your citation piece, your content. So this article has a lot to unpack, but the gist of it at a really high level is if you're a CMO, your results are tanking. The first thing, and this is what we do at Brick Marketing, is we audit what is being done currently.
NIck Stamoulis:What and, you know, like what is being done And, know, if you want, and Catherine, you've said this many times, and I'm going to quote you on this, where you say the, what is it? The, if you want different results, you need to do something differently. And I didn't mean to say in that way, but but that's the gist. And and so that's what a good CMO does. A good strategist, marketing strategist does is analyzes the data that's presented in front of them and determines what worked well, what isn't working well.
NIck Stamoulis:Take your ego, toss it aside. Right? Because we're not always right. We're always learning, especially in the age of AI, every day is learning. Right?
NIck Stamoulis:And so we have to continue to evolve as as strategic marketers. But but I thought this was a great article because what it showed is you need to do a lot to diagnose Mhmm. And then to do a lot to market in today's world. And I thought it was a great article because it kind of, you know, dove into a lot of those topics. So Catherine, John, if you guys quickly chime in on this one.
Katherine Tsoukalas:AI is forcing us to redefine our understanding of things. Yeah. For example, traffic loss. SEO traffic loss, organic traffic loss might not result in, like, a business loss because of the way the AI engines work so differently. People might find your brand and have a chat and talk about your brand in AI, And they're not visiting your website in the same way that they used to.
Katherine Tsoukalas:So as part of the audit process that Nick mentioned, one should think about what does traffic mean for us in this new era, and what does business success look like, period, than reverse engineer the audit. Because AI is forcing a lot of changes, and the changes aren't all a bad thing. Back in the day, we looked at traffic and traffic growth as a direct correlation to business growth. That might not be the case anymore. So that's something that the audit process would actually uncover because if you discover that certain signals are occurring such as warmer leads calling you or a decrease in clicks to pages like blog posts.
Katherine Tsoukalas:They're still probably finding you if the leads are coming in well. So in other words, you're not gonna know the answer to the question, and that's what a CMO does. They they think about all the questions that need answering. They think about what the success markers are, and you see where you're at, and you figure out how to translate that to making some changes that correlate with where we're at because of AI's intervention.
NIck Stamoulis:Exactly. Exactly. John, anything to add on that?
John Tiglianidis:Yeah. I I agree that audits are really incredibly important because you're only as strong as your weakest link. Right? So if you're if you're going through an audit and you're finding like, oh my god, everything's so good except, you know what? Our website's UX is horrible.
John Tiglianidis:People are clicking off right away. You know? That then you're that's like that is a a an area where you need to improve because
NIck Stamoulis:Mhmm.
John Tiglianidis:They're getting that far, but they see your website, something's off about it, it doesn't work well or something, and they click immediately off, and then you're out of their funnel or, you know, you know, they're they're out of your funnel at that point. So doing audits are important. Figure out what your weakest link is. Improve that, and then maybe you'll have a new weakest link that you can improve on after.
NIck Stamoulis:Exactly. Well, there's always levels you always have to improve. Yeah. You know, and that's something that we always tell people that our clients and folks that we've trained in a consulting with over the years that, you know, you never want to get complacent. As soon as you as soon as you stop, you know, innovating, stop moving ahead, testing new things, trying new things, trying to get things better, that's when, you know, issues arise.
NIck Stamoulis:Definitely. So alright. Moving on. Next is here's another great one from Search Engine Land. 20 practical ways to use AI and SEO.
NIck Stamoulis:So I'm gonna read the 20 ways. And then I'm gonna give one thought, and then I wanna hear both of your thoughts. This is great. So just in case those of you that don't have time to read this, and that's this is why you listen to Good Marketing Live. So Mhmm.
NIck Stamoulis:We're summarizing some of the good stuff out in the industry to to know about. So 20 practical ways to use AI and SEO. Content creation and copywriting, writing first drafts, generating title tag and meta tag description variations, refreshing underperforming content, generating FAQ sections, writing alt tag at scale under the tech technical SEO category. Again, these are, you know, 20 practical ways to use AI and SEO. Understanding error messages and log files, writing schema markup, creating reg rejects for Google Search Console, analyzing crawl data with prompts, reporting and analysis, writing the narrative around numbers, summarizing long reports for clients, identifying anomalies in data, research competitor analysis, conducting competitor content gap analysis, understanding a new industry quickly, identifying search intent mistakes, and it goes on.
NIck Stamoulis:And then there's like customer calls, talking about productivity, processing your own thinking, building prompts you can actually reuse. So I thought this was brilliant because it was a great summary. And so, but here's my take on it. These are all great things. But if you're new to doing this, do not do this approach.
NIck Stamoulis:Because I'm gonna say the same advice that I tell my 17 year old that's in high school. Seriously. And that is you don't use AI unless you know how to do it without AI. Because as soon as you use AI without it, you're not gonna understand the why and the how. And that makes you less of a strategic thinker and problem problem solving.
NIck Stamoulis:I think it's great. You know, I think, you know, AI is great to help SEO and everything that I outlined. And this article is geared for marketers that do know how to use and know how to do without any of these tools. And just the wonderful value of not having to pay for 20 different competitive analysis tools. And now you could just use a paid version of ChatterClot or Gemini to get that data for you.
NIck Stamoulis:So there's so many advantages to it. So that's my takeaway. My takeaway is this is great. But if you don't know how to do it without it, learn how to do it without AI first to have the fundamental strategic thinking and knowledge. Because if you don't and you skip it, my opinion is it's not gonna make you effective long term at problem solving and to be a good strategic thinker.
NIck Stamoulis:Seriously, that's just my advice. So, Katherine, John, what do
John Tiglianidis:you think
NIck Stamoulis:about that?
Katherine Tsoukalas:You need to know what good looks like before you embark on a journey of using AI to assist you with all of these things. Because we all are starting to get a feel, I'm sure, if you use AI at all for anything, it has a way of making responses that you can tell AI did it. Are certain tells in the content, for example. And you need to be true to your own voice and your own brand's voice.
NIck Stamoulis:Right. Right.
Katherine Tsoukalas:And if you don't know what good looks like pertaining to any of those items, if you don't know what your brand voice is, then you're not gonna be able to edit the AI stuff or even know if it's on the money or not. You need to have that deeper understanding in order to navigate.
John Tiglianidis:But
Katherine Tsoukalas:it's also great practical ways that were listed in the article.
NIck Stamoulis:It is. Yeah. It is. John, anything to add?
John Tiglianidis:Yeah. I think AI can be a good springboard when used correctly. It shouldn't be doing your work for you. But say you're writing a piece of content that on a topic that you don't know a lot about, you can ask AI to give you whatever, some information on it, and then you can use that information now that you have, like, a basic understanding Exactly. To go and research more on your own Mhmm.
John Tiglianidis:And find, like, better information. Mhmm. So, yeah, I don't think that that AI should be used, like, as your sole, like, like, way of doing things. It can be a decent tool.
NIck Stamoulis:I agree. I agree. And, you know, and then another another point, like on the technical aspects that I was talking about, I think it's great, but there's no replacement for a web developer because you could literally follow the website, know, follow the recommendations that chat or any of the AI tools are recommending, and they'll tell you to do something technically that's gonna mess up your website. So, you know, it can save a lot of time. You know, when we use that, we'll say, hey, here's a schema markup.
NIck Stamoulis:We'll give it to our developer and then he'll implement it. That's why you have, you know, the real experts to help you, you know. So moving on. Next is an article from marketing tech. Why traffic numbers look different in the age of AI?
NIck Stamoulis:So what it's talking about is search behavior is changing faster than analytics, and visibility without clicks still shapes recall, and direct traffic becomes a delayed signal, and so on and so forth. And it says content still matters even when not clicked. So I think this is very important because we at Brick Marketing have been saying this to our clients. We teach it when we teach any trainings or workshops or do any consulting because we get asked this question a lot. And we've talked about it amongst ourselves internally as well.
NIck Stamoulis:And the reality is, AI is changing how the behavior of people and what used to be a good metric, the conversion metric. And it's still important, obviously, the conversion getting leads and whatever your end goal of your website is and your content is, what you try to accomplish, but how you get there is different. You know what And I so, you know, we're seeing more leads come from direct traffic, you know, more brand searches, cause that's indicative of AI recommending content to a brand or a company in a prompt research that human might be doing. It's recommending that. So there that shows up differently in the data.
NIck Stamoulis:So right now, it's still a little unsophisticated, the data. But, you know, so you kinda have to, you know, as we say, turn the page. You have to turn the page in that, you know, the things that used to work might still work, but the end result looks different now. You have to embrace it. You can't just think, well, wait a minute.
NIck Stamoulis:Our SEO is failing or our content marketing program is failing or digital marketing is failing because all we're seeing is direct traffic. Well, what does business look like? The leads you're getting, you know, the conversions you're getting, what are they actually accomplishing? So I thought this article for marketing tech was great because it what it does is it it's stuff that we talk about almost every day, literally, about how the things look different in the age of AI search.
Katherine Tsoukalas:Yep.
NIck Stamoulis:So
Katherine Tsoukalas:I feel different is not bad. No. We just have to understand how it's different in order to navigate these changes. When the zero click searches, for example, first came on the scene, the impulse is to be like, oh no, traffic is dropping. But then your first lead comes in from AI, and it's very warm, perhaps even hot.
Katherine Tsoukalas:Right. And you're like, wait a second. So there's more than meets the eye. Our own search behaviors are changing. It's not just a quote, unquote trend in the data.
Katherine Tsoukalas:It's us. I don't even know the last time I searched for a single search term. I asked
NIck Stamoulis:questions. Yeah. I agree. I agree. I mean, even even when I'm getting directions and, like, simple stuff I can address for someone I'm driving to or, you know, a phone number for a business I'm looking to call.
NIck Stamoulis:I use use AI to do that. I don't even use.
Katherine Tsoukalas:Yeah. Me too. And then another takeaway is so then the solution is to keep writing your own content because what you want is to become an authority source that AI uses Right. In its engine to gather information.
NIck Stamoulis:Exactly. Exactly. Alright, let's move on. Next one. So this was an interesting article from eMarketer saying that most employees using AI are saving less than half a workday per week.
NIck Stamoulis:So what it's saying here, so just to dive a little bit in some of the data here. So AI doesn't offer substantial time savings for majority of employees. So there, you know, so if you kind of look at a lot of that data, but what's interesting is an eMarketer has really good reports. So this isn't really necessarily a news site. It's more of a research kind of site.
NIck Stamoulis:So what's interesting is my takeaway from this is, again, AI isn't replacing people. It's allowing people, marketers specifically, to do more with less. It's allowing marketers to scale. Something that may have taken them two, three, four days or a week is taking them a day or a quarter of the time. So I I think that's the biggest advantage.
NIck Stamoulis:And we talk all the time. People that, you know you know, need help prompting and this and that. Well, we tell them, look, it's it's not about the prompts. It's about how you train the AI platform that you're using. It's to train it, but then also what are you using it for?
NIck Stamoulis:How are you actually using it? You don't, you know, you don't wanna be using it. It's like, give me these ideas. You wanna be looking like, what do you do in your job to help and and use AI to help you scale that? That's where I think the biggest benefit for AI is.
NIck Stamoulis:So, Katherine and John, what do you guys think on this one? So
Katherine Tsoukalas:I'm thinking of a goldfish. Right? A goldfish will change its size depending on the type of container it's in.
NIck Stamoulis:Right.
Katherine Tsoukalas:That's our workday now. Our we're getting more done. It's not saving us time. It the time's getting replaced by more things, because now we have more time for more things. So we're still relevant or more productive at our jobs.
NIck Stamoulis:Right. Right.
Katherine Tsoukalas:And doing more than we ever have because we have AI as a tool.
NIck Stamoulis:Exactly. John, what do you think?
John Tiglianidis:I feel like this data would be more interesting if it was split up by, like, types of jobs. Because if you're an event marketer, what's AI gonna do for you? Right? Not much. But if you're, you know, if you're somewhere else where you're taking tons and tons of data and trying to compile it, then you're gonna probably save a lot more time.
John Tiglianidis:I like to see something like this split up by type of job because I feel like we'll get better information that way.
NIck Stamoulis:I think so. Yeah. I think it's a good point. I think what it's just trying to say is a general generality, but you're right because, you know, that marketer might be using it to make lists to me, you know, follow-up what emails they're gonna send. Who knows?
NIck Stamoulis:Right? Like, research on different events that they need, you know, trades like a trade show market or something like that. But yet, you know, an SEO person is using it differently. Content marketing person is using it differently. Social media person is using it differently.
NIck Stamoulis:So yeah. Good point. Good point. But I think overall, again, I think it is helping most most marketers out their scale by creating efficiency. So moving on.
NIck Stamoulis:So OpenAI's ChatGPT ads trial surpasses a $100,000,000 in six weeks. So this is an article from Performance Marketing World. I I have this in here because this is like an update as we've been talking about in other, you know, previous Brick Marketing Live. We've been talking about how ChatGPT is testing. So the timeline on this, by the way, I've been reading and again, it's not official sources here, but I've been reading that this month sometime in April or even in May, it should actually roll up.
NIck Stamoulis:They should be rolling out a self serve platform. So but it's what's interesting is people are using it, but I feel like we've talked about this before. I feel like there may be a scenario where the ads don't do as well as people think they're gonna do on chat. Because why does chat organic work so great? Because it's not skewed.
NIck Stamoulis:Right? So it's like right? Like the content that's created, you know, like like when when someone searches for a product or business or brand and chat should be taken. They see that data. And, yes, the data, it comes based off of public Internet, like content on the on the website, you know, on the website of of that particular brand or product or service.
NIck Stamoulis:It comes from citations and the marketing and the visibility. Right? All these factors come into it. But the end result is that's not an ad. It's not manipulated in any way.
NIck Stamoulis:I mean, than normal ways of promoting content and promoting the brand. Like organic SEO used to be. When SEO fifteen, twenty years ago behaved the exact same way, literally. Now what's happening is I think that it may be, and again, I might be wrong, but it could very well be that it just doesn't have the same level of trust because now, you know, the person that's using that prop knows that this is an ad, knows that they're being sold to, know that it's like a pay per click ad basically. That yes, if it's relevant, they may click on it if they're in the market for that, but there's not that level of trust and established rapport that almost like a referral type, you know, really warm individual coming over that searches
Katherine Tsoukalas:for something. So
NIck Stamoulis:be interesting to see. I don't, you know,
John Tiglianidis:we need
NIck Stamoulis:to talk about this, but I just wanted to this is like an update that I want to say. And and as and just so everyone knows who's listening or or, you know, we will keep you guys updated on as all of the LLMs and as the AI platforms roll out ad products, we'll be testing them. We may even show some of it in one of our Brick Marketing lives. You know, for those of you listening, your podcast, you have to envision it. But those of you who gives you an insight to come and watch and, know, check it out on the Brick Marketing site or LinkedIn.
NIck Stamoulis:But yeah, I thought that was interesting. But time will tell. Time will tell on this how it actually comes out. Like we really don't know. But all I do know is the amount of money that OpenAI has raised, they're going to have to generate some real revenue.
NIck Stamoulis:Yeah. So to pay that back, especially if they go public later this year in the IPO situation or early next year. So okay. Moving on. This is a great, great article from the Content Marketing Institute.
NIck Stamoulis:The Ghost Workforce, How AI is Reshaping Content and Marketing Roles in 2026. So what's interesting is what this what this is saying is that 76% of marketers say they're doing the work of more than of of more than one job. And 11% of marketers say the organizations have replaced workers with AI tools. So I thought that was interesting. I also it also let me just read some of the other stats here.
NIck Stamoulis:It says 91% of marketers say they're expected to do more without additional support. 50% say they were signed new responsibilities in the last year without a promotion or raise. And 59% described their current workload as overwhelming. So I find this very interesting because Content Marketing Institute, it's great. It's all about content and marketers, obviously.
NIck Stamoulis:And so but this is kind of like what we've been talking about earlier today, which is that marketers are able to do more with less now and are able to use AI as a tool to help them. But I also feel like it could also I think that internal c suite of companies need to be careful too. Honestly, like, that's my just advice to, like, internal folks, is you don't want your team burning out. Because you don't wanna say, oh, they have AI. So now they can just make set all these realistic expectations of all these projects knowing well well knowing, okay, even with AI's assistance, sure, it helps in scale, but, you know, you don't wanna just, you know, be unrealistic and then burn out your team.
NIck Stamoulis:You know? So there's a lot to unpack here with this. So, Catherine and John, what do what do you guys think on this one?
Katherine Tsoukalas:I feel like this happens. This is another thing that happens when a new technology comes out. People get excited. They make all these changes and decisions. Yep.
Katherine Tsoukalas:It's part of the shift. What everyone is probably gonna realize is that the truth is somewhere in between what we think it is. And like you said, you don't wanna burn out your workforce. You don't want to fire your workforce, then realize you've eat at them. Because you might realize that, because AI isn't the whole picture.
Katherine Tsoukalas:Somebody has to operate the if you if you use AI as a tool, it's a tool. It's not your workforce. It's somebody has to power it. Well, anyway, all that aside, this is just the way things go, I feel like. And it's just one of those things we have to wait and see how it plays out.
Katherine Tsoukalas:I feel like this phase is not gonna last. Feel I like it's gonna change into something that's a lot more realistic.
NIck Stamoulis:Yeah. I agree. John, what do you think on this?
John Tiglianidis:I feel like you'd be hearing, like, the same results no matter what. I feel like people are always saying, oh, I've you know, I'm getting more work than usual. I don't know how much has to do with AI and how much has to do with just, like, natural, like, just having a job. Right? So I I'm sure that, you know, AI comes into, like, the conversation when assigning people, you know, tasks, but I don't know how much it's really being like, oh, well, now they can do this faster.
John Tiglianidis:Right? Because we don't we haven't had it for long enough to be able to say, like, yeah, that you can consistently do this task way x amount faster. Like, you don't have that information, really.
NIck Stamoulis:Mhmm. Yeah. You know what the challenge is, though, John, is a lot of the c suite, a lot of these companies don't use these tools properly. Mhmm. So they have no way of knowing.
John Tiglianidis:Yeah.
NIck Stamoulis:So their expectations are wrong. Right right out of the gate. Because first of all, a lot of them say, oh, just just get it done. Right? Like, just get it done.
NIck Stamoulis:We just we need results. Okay. Well, that's a fake statement.
Katherine Tsoukalas:Mhmm.
NIck Stamoulis:Right? So it's kinda like you know? So you kinda have to know, okay. What type of work goes into this stuff? Be realistic for your team, for your marketing team, and understand that, yeah, AI is a tool to help them.
NIck Stamoulis:But if you cannot replace them and I think that I think, again, time's really gonna tell, like you guys have been saying. And it really is gonna tell. But I think that eventually, we may see this kind of shift where, you know, we I'll you know, expectations are realigned, you know, I think Mhmm. Across the industry. So interesting.
NIck Stamoulis:Interesting to see. Alright. Moving on. Another great article from Search Engine Journal. How to do evergreen content in 2026 and beyond?
NIck Stamoulis:So the gist of this one, this is a really good piece. Saying, you know, the problem that this problem is with with evergreen content. You know, is it still worth it? All of these things talking about evergreen content. So just for those of you that don't know what evergreen content, evergreen content basically is content that you create that's not gonna be dated.
NIck Stamoulis:So content that is gonna be relevant in nature now, maybe two years from now, maybe five years from now. So it'll have legs. Taking a long form piece of content, using it for your email marketing, using it for your social media, maybe using it for, you know, turning it into a white paper, recycling it and repurposing it different ways. That's the value of an evergreen piece of content. So what this article is saying essentially is that there are times where evergreen content doesn't work like it used to because of the rise of zero click search in SEO, which essentially means people seeing your content but not actually clicking.
NIck Stamoulis:Think that basically it talks about breaking your content into different tiers of content, like the value core content, and then content that was tied to a lot of it, and the content that's tied to returning visits and engagement. So, the gist of it is that evergreen content is still good, but it needs to change how it's developed going forward to a degree. So Catherine and John, I wanna get your take on this. What do you guys think of this one?
Katherine Tsoukalas:So evergreen to me just means that we'll always be relevant. And I kind of disagree a little bit with setting a word count cap on that. A topic is done when it's done. If it's 3,000 words, if it's 500 words, like, don't wanna ramble. That doesn't serve your content because especially now more than ever with AI.
Katherine Tsoukalas:Being a factor, well structured, authoritative content is gonna win. And it's just topic selection that makes it evergreen or not. And if you ramble, you're gonna lose your authority. Sometimes stretching a piece to 2,000 words means that you rambled for a thousand words. That's not good.
Katherine Tsoukalas:I just it it's it's a good piece to bring to our attention all all the different
NIck Stamoulis:Yeah. Yeah. Things that go
Katherine Tsoukalas:into create a thoughtful piece. And 2,000 is a nice, meaty word count that works for most things, but I don't want people to get bogged down in that detail.
NIck Stamoulis:Yeah. John, what do you think?
John Tiglianidis:Yeah. I think evergreen content is important because it'll be driving people to wherever you're at over long periods of time. It's the what I like to think about evergreen content is that it doesn't have to be something that you're seeing, like, hundreds of clicks on, thousands of clicks on all the time. You it's an investment. Right?
John Tiglianidis:You put that piece of content up there. You know that it's of good quality. You know that people will get use out of it down the line. And that's what's important about Evergreen content, I think.
NIck Stamoulis:Yeah. I agree. You know, and also the content too, you know, it's it's because we talk about this a lot is it has to be written in a way that helps first and foremost for your visitors. Right? So people that are buying products or services first, Then it needs to tie into your larger digital marketing strategy.
NIck Stamoulis:So it needs to tie into a larger strategy. Then it needs to be optimized for SEO. So it does well in SEO. Optimized for AI search or generative engine optimization so that it has that bullet format, key information above the fold that we've talked about. And it needs to also you know, tie into maybe some of the other forms of marketing, like your email marketing and social media.
NIck Stamoulis:So the point is, a good piece of content, you need to have different lenses when you're producing content. That's what we do things. You'd be able to Yeah. One we want one piece of content to serve multiple
Katherine Tsoukalas:Yeah.
NIck Stamoulis:Channels of your, you know Yep.
Katherine Tsoukalas:I like that the article said that you're just not writing content for the sake of it. Well, we never should be have been writing content for the sake of it. Right? It's always gonna be relevant to your audience. And and if it's relevant for your audience, then you win anyway.
Katherine Tsoukalas:Yep.
NIck Stamoulis:Exactly. Alright. Let's move on. Next one is so is it another one from content marketing is there's a lot of content topics this week. It's just so relevant.
NIck Stamoulis:You know? It's so important. Why content chaos is your biggest AI risk and how to fix it? I mean, I don't even have to summarize Yara. I mean, the title just does it all literally.
NIck Stamoulis:And this is this so this is the problem that we're seeing. We you know, thinking back to, like, the early and mid two thousands when you had a lot of in the SEO world, you know, microsites that were SEO, you know, a very dated approach of creating microsites and articles spinning and spinning topic articles, writing thousands of articles on your site. And it was like, oh, more is more. You know, we we know that less is more. But at the time, it was more is more.
NIck Stamoulis:And unfortunately, that's the where we're at for AI and and writing content right now that like, we've talked about work slot before. AI work slot, that's literally the definition of it. You know, spinning massive amounts of content using AI that doesn't understand your brand properly, that isn't using the same tone or language, that doesn't have the clear goals of your strategy in mind. I mean, that is literally content chaos at its core. I mean, you know, you're having crappy content that's just going live for the sake of it that I mean, what is Google going to do?
NIck Stamoulis:Google's going to probably devalue it at some point. There's no value there. There's nothing unique. It sounds just like everyone else, regardless of your product. You know, your audience is going to be recognized that, okay, this is thin.
NIck Stamoulis:Just it's just there's no value here, you know? So, I mean, to me, in my mind, that's how you fix it. Use use use AI as a tool to help you. Like, we've talked about scale your content, maybe write ideas for your content, but don't use it to just spin tons of content that's just useless. So.
Katherine Tsoukalas:Yeah. Chaos for me. We talk about structure a lot when related to AI and content. And for me, that means more than just how an article is structured and arranged or any other piece of content. Like, yes, that's an important part of it.
Katherine Tsoukalas:But structure is also how the article or other piece of content fits into the grand scheme of things. And it has to be part of the purpose. Otherwise, you're gonna repeat yourself. I look at chaos a couple of different ways. It could be chaos literally on the page, or it could be, oh my gosh, I've already written five things on this.
Katherine Tsoukalas:Don't need You a didn't even need the other four. Right. So that is also a chaotic thing. And that confuses AI especially, because what you really want is to be an authority for your audience. What you really want is once your audience accepts you as an authority, to be an authority enough for AI to use you as source, and content chaos is the total opposite of that.
Katherine Tsoukalas:You can clean that up, though, yourself.
NIck Stamoulis:Exactly. Exactly. John, anything to add on this?
John Tiglianidis:Yep. I mean, I I think it's I I agree with the fact that less is more. Right? We're just spamming, not necessarily like spamming in the in in the sense that it's bad, but if you're just Right. Putting content out there to put content out there with no real strategy or reasoning for it, just just to get, you know, keywords and and, you know, all that type of stuff.
John Tiglianidis:No one's gonna read it. No one's gonna click. No one's really gonna care that much. It's about the quality of that content that you're putting out there that's gonna resonate with people. And what you wanna do is you wanna resonate with people so, you know, they see you as both people and AI.
John Tiglianidis:So, you know, you get recommended more, people recognize your brand and all that sort of stuff.
NIck Stamoulis:Exactly. I agree. I agree. All right. Moving on.
NIck Stamoulis:Next. Good article here is from Search Engine Land. Why CPC keeps rising in what to do. So the gist of it is for pay per advertising and search engines, more advertisers are chasing the same finite inventory, the article says, and Google's AI overviews are squeezing in. And smart bidding is making the whole auction more expensive.
NIck Stamoulis:Unauthorized brand building is inflating your costs from the inside. So there's several things here. So where I think that it talks about protect your brand at baseline. I agree and disagree at the same time. Yes.
NIck Stamoulis:You know, and this this this again, this is this is something that a lot of marketers disagree on. I don't agree on spending money for your brand and keywords personally. I mean, I think you should protect your brand if it's haywire. Right? If you see a ton of people consistently bidding, screwing people away or saying things that might be, you know, inflammatory in some way.
NIck Stamoulis:Sure. But I I I don't think spending a lot of your budget on your own brand, you know, where, you know, it's it's it's a good play. So I don't think that piece the other pieces about AI overview, I agree with. I mean, we see it. And so, basically, what you're having is the same amount of advertisers competing for the same keywords that they're bidding on, the same people.
NIck Stamoulis:And it's just it really is out of control. How much cost per clicks have increased in the last year and a half, two years since AI overviews and Gemini has been prevalent, you know, for Google Ads. It's to a lesser extent, I think, Bing, you know, for Copilot, they're integrated differently. But I think it's interesting. So what to do about it?
NIck Stamoulis:Tell you my opinion, what to do about it. I agree with most of the sentiment in this article, but my opinion, what to do about it is market a lot of other ways besides pay per click advertising. That's the none of what it should be. Seriously. Because at the end of the day, you're you know, if you're putting all your eggs and we see this with clients, unfortunately, do still, is they put just so much effort in PPC and so much budget in PPC, which is great when it works.
NIck Stamoulis:Great. But what if all of a sudden, now your your cost of acquisition, your CPA is really high. And and and what if all of a sudden, you can't now not afford and you're you're kind of like priced out of that marketing channel, which happens in a lot of industries. Now what? Now, because you haven't marketed, you know, in a in a in a diversified manner, you have no other channels of inbound leads.
NIck Stamoulis:Now, you're behind. What do you do? Now, you take instead of proactive, more building a solid marketing strategy. PPC is one channel. You have a good geo, AI, SEO presence.
NIck Stamoulis:You have good SEO presence. You know, you have an email marketing to your in house list. You know, you're active in social media, you're active in events, you're marketing a lot of ways to get citations, which helps your CEO, but also your marketing a lot of ways, you know, sponsorships, all sorts of stuff. But if you're not doing any of that and you're just fitting opening all your eggs in the PVC basket, you're gonna get squeezed out. And honestly, I think in the next year and a half or two years, you're gonna be in for a rude awakening.
NIck Stamoulis:It's my opinion. I think that the brands that are gonna do really well in age of AI are diversified brands, diversified companies, diversified channels of marketing that don't have all your eggs in the PPC basket. Period. So, all right. I said enough for that.
NIck Stamoulis:I think we have a little bit of time left. So let's just go through the last few here. Next one's an article from Martech. As AI does more of the work, are we building the right leaders? So we've talked about this.
NIck Stamoulis:And this is something that it says here, AI is accelerating analysis and reporting, but fewer marketers understand the data underneath. That gap is where leadership risk begins. So we've been saying this. We've said it in other brick market. We've said it in events.
NIck Stamoulis:We've said it, you know, to many different vehicles and we're starting to see this sentiment in many different places is that if you're not learning the fundamentals properly, Right? As a marketer, you don't have the real strategic fundamentals using AI. It's you know, it's scale it, which is great, which you wanna do, you're not gonna know when things go wrong, how to diagnose it, how to audit it properly, and how to fix what things are happening because you're depending on someone else's, I e, AI to think for you because you don't have the strategic knowledge. So Catherine and John quickly, wanna respond on this one?
Katherine Tsoukalas:Yeah. As a leader, you need to know how to do the things that you're leading people to do so that you can know what good looks like. That's something I've said a lot. And we can't let ourselves fall into the trap of being like, okay, AI can take care of this thought process. You can't.
Katherine Tsoukalas:We're the strategist humans. And you can use it as a tool to help enhance your strategic thinking. But it's an enhancement, not a replacement.
NIck Stamoulis:I agree. John, what do you think?
John Tiglianidis:Yeah. I I think that there's gonna be a problem when people who are you know, people of my generation or even younger who are solely relying on AI to do everything, start to become, you know, higher ups at companies as they start to age. Like Yep. They're not gonna know how to do things. Right?
NIck Stamoulis:They're gonna
John Tiglianidis:go to AI and have the AI do it. So why even you you run the risk of having just not not great advice because AI doesn't know everything. You have to use, like, a human touch. Like you said, you need to be the strategist. You you can't have AI do everything.
John Tiglianidis:It's not gonna Mhmm. Your your strategy won't be interesting or unique.
NIck Stamoulis:Agreed. Agreed. Right. Okay. Have two more for today.
NIck Stamoulis:And just a reminder for everyone that that that's listening. This we we conduct the Brick Marketing Live events at brickmarketing.com/live. We also stream it on the Brick Marketing LinkedIn page and Brick Marketing Facebook page and also if you don't have time to to listen to us live, you can hear this on a podcast and all the major podcast platforms by simply searching for Brick Marketing Live. So two more pieces for today. The next one is another great one from Search Engine Journal.
NIck Stamoulis:Who owns SEO in the enterprise? The accountability gap that kills performance. I thought this was a great article. It's something that that it doesn't necessarily talk a lot about. And so, you know, and I'm not gonna go into too deep, but it talks about, you know, the function within the internal team of development, content teams, product teams, UX and design, legal compliance, local markets.
NIck Stamoulis:And it talks about all the work that kinda needs to get done and how it relates to SEO. So the thing that I took away from this, I thought it was brilliant, it's a great article because we don't hear a lot about this, is often many times, people think SEO lives in a silo. It has for years, not just now. And then that it might be geo and AI SEO. Throw that in the mix now too.
NIck Stamoulis:Both SEO and AI SEO, people think like, oh, you must be a techie or, it's just technical stuff. Not true. Right? We this is why we at Brick Marketing have always taken a marketing approach to SEO because we know that to do SEO really well and to do AI SEO really well, even more so now, you need to really have marketing chops. You need to know how to market properly in a lot of different channels, know the fundamentals well, and you need to be able to pivot and wear multiple hats.
NIck Stamoulis:Meaning, understand what's a good piece of content, understand the technical aspects of it, look at the audience, look at the CTAs, look at right. So you're wearing literally to be a good SEO person or AI SEO person, you have to wear about six or seven hats. And so I think to me, and I know this article is talking at an enterprise level, like large organization. And that's probably why large organizations, things have communication breakdowns often. And and things don't move as fast.
NIck Stamoulis:And that's why SEO often many times is an afterthought because they know it's take six teams to get one SEO project done. And they're like, the heck with it. We don't have the resource and bandwidth to manage this thing because we have so many other larger priorities, and then SEO gets tossed to the side. I think that's going to change moving forward with AI SEO because the results of SEI SEO, of GEO are so far better than SEO that it's going to be worth it. And you're doing marketing because you have to a lot of different ways that's gonna force all the traditional SEO people to be marketers.
NIck Stamoulis:You're gonna have to be. So Katherine, John, really quick, what do guys think?
Katherine Tsoukalas:For me, marketing is about the big picture and you can't have a silo. Each leg of marketing, SEO included, performs better when the other ones are fortified. We've always taken an SEO, a big picture approach to SEO like a marketer should, we understand that everything ties in to it. And it's no different now with AI coming onto the scene. And if we silo it, then it does get confusing.
Katherine Tsoukalas:Who who's in charge of the content? Who's in charge of the technical SEO aspects? Who's in charge of keywords?
NIck Stamoulis:Right.
Katherine Tsoukalas:It's not a matter of anybody being in charge of anything. It's big picture marketing thinking that all fits into the strategy.
NIck Stamoulis:Yep. Yep. John, anything to add?
John Tiglianidis:Yeah. Totally. I I I agree. I mean, everyone should be working with each other and and help helping each other out in in spots where, like Catherine said, like, like, everything is sort of you know, it's all together. So so you have to work together, help each other out.
John Tiglianidis:No one task falls on one person. You know? Mhmm.
NIck Stamoulis:Yep. Yes. Agreed. Agreed. Alright.
NIck Stamoulis:Last one for today. Another great one from Content Marketing Institute. How to design content marketing measurement to answer the most meaningful questions. So I thought this was a great, great article that just talked about classic ways of measuring effectiveness of content. But basically what states in the article is how content marketing must be measured differently in today's world.
NIck Stamoulis:And I agree. You know, with with AI in play and generative engine optimization, AI SEO, you know, the effectiveness of your content, it's a different ballgame now. So, Katherine, John, do you guys wanna just chime in on this last one?
Katherine Tsoukalas:Yeah. We just have to redefine. Because of AI, we have to redefine what success looks like and then reverse engineer it. And I like this article's approach and methodology for thinking about how to measure content to measure success. And it takes into account where we're at.
Katherine Tsoukalas:We always have to think about where we're at when we're doing any sort of measuring. Otherwise, the numbers aren't gonna have meaning.
NIck Stamoulis:Right. Yep. I agree, John. Yeah.
John Tiglianidis:And and and everything's changing, so it's good to keep an eye keep an eye out out there, you know, see what, you know, what results and and indicators and metrics you're looking at. Always, you know, sort of keep in the now because things, know, like I said, they're changing very quickly. And, yeah. I mean, to see how how you wanna market your content.
NIck Stamoulis:Yes. Absolutely. Alright. Well, I'd like to thank everyone for today who joined us, listened in. For those of you that that that, you know, check this out on our podcast, brickmarketing.com/live.
NIck Stamoulis:You can also check us out on our LinkedIn page and catch this on our Facebook page, Brick Marketing Facebook page, and any of the major podcast platforms. We'd like to thank you for listening. Feel free to join us for any of our free webinars and any upcoming trainings, which you'll find on the Brick Marketing website. And so next week, we have an event. Brick Marketing team has an event, so we will not be here next week, but we will join you all again on April 21 at 3PM Eastern.
NIck Stamoulis:And again, thanks everyone. Have a good, great rest of the day.
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