Building Momentum

AI detection tools are everywhere, but are they actually accurate?

In this episode, we break down why popular AI detectors flag content written long before AI even existed, including the Bible, Shakespeare, and the U.S. Constitution. We discuss how these tools really work, why they often mislabel high-quality writing, and what this means for AEC marketers, construction owners, and content creators today.

You will learn how to use AI responsibly as a creative assistant (known as AI-assisted content) instead of a shortcut, how brand voice and originality protect your content, and why obsessing over banned words and phrases actually lowers content quality.

If you are worried about AI penalties, content authenticity, or how search engines truly evaluate content today, this conversation will change how you think about AI forever.

Key Takeaways

• AI detection tools rely on pattern recognition, not authorship verification

• High-quality writing often gets flagged because it follows a strong linguistic structure

• Older texts and formal English are more likely to be misidentified as AI

• Eliminating “AI sounding” words reduces clarity and weakens content

• AI should act as a ghostwriter assistant, not an automatic content generator

• Thought leadership, originality, and brand voice matter more than detection scores

• Search engines care about topical authority, not AI detection percentages

• If content feels rushed or automated, it usually is

• Authentic expertise combined with AI assistance scales content without penalties

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Get in touch or learn more about our team:

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In Episode 21, Ryan Kovach and Perryn Olson dive into one of the biggest shifts underway: the rise of AI-powered e-commerce through tools like ChatGPT, and what it means for construction, trade contractors, and B2B companies.

They explore how AI-driven purchasing experiences differ from traditional Google searches by offering cleaner results, real-time comparisons, availability, reviews, and shortlists all in one place. While construction companies may not sell products online in the traditional sense, Ryan and Perryn explain why services, procurement, emergency work, and even commercial projects are already becoming e-commerce-like transactions.

The conversation expands into changes in buyer behavior, AI-to-AI interactions, voice assistants, and how future customers will shortlist vendors without ever making a phone call. They also discuss why using AI and optimizing for users now is like getting into SEO early, the importance of experimentation, and how companies that embrace innovation today will own visibility tomorrow.

Key Takeaways-

• ChatGPT e-commerce changes how B2B & home services buyers compare, shortlist, and purchase.
• AI delivers more thorough decisions in a cleaner format than traditional search results.
• Construction and trades can sell services like e-commerce products.
• Procurement and emergency services are ideal use cases for AI-driven buying.
• AI search traffic is growing rapidly and is already at double-digit percentages.
• Buyers increasingly prefer frictionless, no phone call interactions.
• Businesses must feed AI engines just as they once fed search engines.
• Early adopters gain a long-term “king of the hill” advantage.
• Not all innovation has to work; experimentation is essential.
• AI will impact operations, marketing, sales, HR, and customer experience.

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/Blog: https://altcmo.net/blog/

Get in touch or learn more about our team:

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/

In Episode 20, Ryan Kovach and Perryn Olson unpack a surprising industry report showing that only 18 percent of small business leaders feel very confident in their marketing. Drawing from real client conversations, research data, and hands-on experience, they explore why confidence has dropped sharply and what is driving widespread frustration.

The discussion examines unclear ROI, poor reporting, vanity metrics, broken agency models, rising costs, and the growing confusion caused by AI and algorithmic changes. Ryan and Perryn stress that marketing may be working, but without clear metrics, leadership direction, and honest accountability, it often feels rudderless.

They also explain why specialization matters, why generic agencies fail construction and trade businesses, and how tracking the right leading indicators can rebuild confidence. The episode closes with practical guidance on momentum, focus, and how companies can stop checking boxes and start seeing real progress.

Key Takeaways

• Only 18% of small businesses feel very confident in their marketing efforts.

• A lack of clear metrics and accountability erodes trust in marketing.

• Many agencies hide poor performance behind vanity metrics and selective reporting.

• AI has added complexity, not simplicity, when used without strategy and oversight.

• Tracking leading indicators helps predict results before revenue is impacted.

• Confidence increases when businesses focus on specialization instead of going generic.

• Branding and momentum are critical, even when results are not immediately visible.

• Marketing should be predictive and proactive, not reactive after problems appear.

• High-volume agency models often sacrifice quality and attention.

• Consistency and clarity outperform shortcuts and automation. 

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In episode 19, Ryan Kovach and Perryn Olson break down original research analyzing where the ENR Top 400 contractors are active across major social media platforms. The conversation starts with a simple but powerful question: what social channels are contractors actually using, and should everyone just follow the crowd?

They walk through this exclusive data platform by platform, highlighting near-universal adoption of LinkedIn, strong use of Facebook and Instagram, and shockingly low adoption of YouTube and TikTok. The discussion delves deeper into why this matters, particularly in recruiting, brand visibility, SEO, and thought leadership.

Ryan and Perryn also unpack common objections leaders have around social media, including ROI, time investment, production costs, and fear of mistakes. They explain how a consistent strategy, clear content pillars, and practical use of tools like AI and smartphones can remove friction and make social media sustainable. The episode wraps with a strong case for treating social media as long-term brand infrastructure rather than a short-term sales tactic. 

Key Takeaways

• Nearly all ENR Top 400 contractors are on LinkedIn, but engagement there is often low.

• Facebook and Instagram remain widely adopted, primarily for recruiting and culture.

• Less than half of contractors actively use YouTube, despite it being the second-largest search engine.

• TikTok adoption is extremely low, even though much of the skilled labor workforce is already there.

• Visibility and consistency matter more than being on every platform.

• YouTube and TikTok offer massive untapped opportunities for education, recruiting, and SEO.

• AI and smartphones have removed most barriers to creating usable video content.Social media ROI should be viewed as cumulative brand touchpoints; not one post equals one lead.

• Clear content pillars help teams stay consistent without overthinking execution.

• Authenticity beats polish, especially in construction and B2B industries.

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Blog: https://altcmo.net/blog/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode, Ryan and Perryn clarify the distinctions among a Fractional CMO, a Consultant, and an Interim Chief Marketing Officer. They explain why many consultant strategies never get implemented, how true fractional CMOs become part of your internal team, and what red flags to look for when hiring. They also discuss billing models, hiring and firing authority, execution support, and how to avoid underqualified marketers calling themselves “Chief Marketing Officers”.

Key Takeaways

- Consultants deliver plans, but most companies never execute them.

- Fractional CMOs lead the team, drive execution, and operate like internal executives.

- Avoid hourly or block time billing, it limits communication and slows results.

- Watch out for posers, real CMOs understand business, budgets, hiring, and revenue.

- Interim roles are temporary and full time, fractionals are long term and ongoing.

- Companies scale faster when strategy and execution come together under one team.

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Blog: https://altcmo.net/blog/

Get in touch or learn more about our team:

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of the AltCMO podcast, we welcome AltCMO’s newest fractional CMO, Ben Roberts, to explore how marketing building materials (and construction services) is shifting from product-focused selling to experience-driven storytelling. The discussion covers why traditional sales-heavy approaches are no longer enough, how intentional content creates long-term impact, and where AI fits without replacing authenticity.

Rather than chasing trends or vanity metrics, the episode emphasizes clarity, education, and relevance as the drivers of real growth.

Key takeaways

• Marketing building materials requires understanding architects, contractors, and homeowners as distinct audiences

• Authentic story-driven, video-first content cuts through crowded feeds

• Niche-focused messaging continuously outperforms broad, generic campaigns

• AI enhances efficiency, but cannot replace real stories or trust

• Education and value-driven content build long-term loyalty

An insightful listen for construction and building materials brands looking to sharpen their marketing strategy and stand out with purpose.

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Explore our latest articles and news:

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

Connect with Ben on LinkedIn: https://www.linkedin.com/in/bwroberts/ 

In this episode of Building Momentum, Ryan Kovach and Perryn Olson tackle an important, yet often overlooked question for mid-sized and large contractors: should your construction company have multiple websites or just one?

They discuss when it makes sense to create multiple websites for specific services, locations, or campaigns, and how this decision impacts SEO, conversions, and user trust. They cite a recent example of launching a niche website dedicated to horizontal directional drilling to dewater coal ash (https://horizontalcoalashdewatering.com/).

From contractor case studies to lessons learned in building topical authority, Ryan and Perryn share real-world strategies that can help you dominate search results and improve lead quality.

Key Takeaways:

• When to create secondary or niche websites

• Landing pages vs full websites: which drives better results

• How multiple domains affect SEO and keyword density

• The long-term benefits of specialization for conversions

• Why residential and commercial audiences need different messaging

If you’re a contractor, marketer, or business owner juggling multiple services under one domain, this episode will give you the clarity to make smarter digital decisions.

Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Explore our latest articles and news:

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

About Ryan Kovach: https://altcmo.net/ryan-kovach/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

About Perryn Olson: https://altcmo.net/perryn-olson/

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this Building Momentum episode, Ryan Kovach and Perryn Olson reveal insights from their latest research comparing $100 million regional contractors with the top 50 construction companies on ENR’s Top 400 Contractors list – it’s an honest David vs. Goliath battle for construction SEO.

They explore where smaller construction companies have surprising advantages, how AI-driven search is reshaping visibility, and what it takes for contractors to build topical authority without massive budgets.

Discover how “Davids” in the construction industry can beat the “Goliaths” using smarter SEO, faster sites, local focus, and strong thought leadership.

Key Takeaways:

• How $100M contractors outperform mega firms in website speed and agility

• Why backlinks alone no longer define success in the AI search era

• The growing importance of topical authority and thought leadership

• How smaller construction companies can dominate local SEO by owning local markets

• Using niche content to attract both clients and top talent

• Why “owning your pond” beats trying to “boil the ocean”

Ryan and Perryn also discuss how AI browsers, topical authority, and local optimization are transforming the way construction companies attract leads, establish credibility, and recruit talent.

Additional resources:

David vs Goliath SEO Infographic - https://altcmo.net/wp-content/uploads/2025/10/AltCMO-Infographic-SEO-Comparison-ENR-400-vs-100M-2025.pdf 

David vs Goliath SEO blog post - https://altcmo.net/speed-trumps-size-in-construction-seo/

How Small Construction Companies Beat Mega-Contractors at SEO blog post - https://altcmo.net/how-small-construction-companies-beat-mega-contractors-at-seo/

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Substack: https://altcmo.substack.com/ 

Explore our latest articles and news:

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

About Ryan Kovach: https://altcmo.net/ryan-kovach/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

About Perryn Olson: https://altcmo.net/perryn-olson/

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of Building Momentum, Ryan Kovach and Perryn Olson break down the Top 10 reasons why construction executives get their websites completely wrong.

From outdated mentalities to poor platforms and missing SEO fundamentals, they uncover why many contractors underestimate the power of a professional web presence and how it’s quietly costing them projects, talent, and credibility.

Ryan and Perryn share real-life examples of contractors who lost multi-million-dollar bids because their websites lacked proof, visibility, or relevance. They also reveal how the best ENR 400 companies use SEO, thought leadership, and consistent content to dominate search results and attract top talent.

Key Takeaways:

• Why the “websites don’t sell construction projects” mindset is wrong

• The difference between placeholder sites and performance-driven websites

• Use case for WordPress over Wix/Squarespace for SEO

• How poor technical SEO wastes your marketing budget

• Using your website to recruit top talent and win more bids

• Building topical authority and thought leadership content

• Exclusive research insights on what top contractors do right with their SEO

If you’re in construction, engineering, or the trades and want to future-proof your marketing, this episode is packed with real data, stories, and proven strategies.

Connect with AltCMO and Learn MoreFollow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Substack: https://altcmo.substack.com/ 

Explore our latest articles and news:

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

About Ryan Kovach: https://altcmo.net/ryan-kovach/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

About Perryn Olson: https://altcmo.net/perryn-olson/

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/ 

In this episode of the Building Momentum podcast, hosts Ryan Kovach and Perryn Olson dive into the evolving world of SEO and its growing importance for contractors and construction businesses. They unpack why traditional SEO models are failing, revealing the common misconceptions and challenges companies face today. The discussion examines how AI is transforming SEO, the unique needs of different industries, and the shift from keyword-heavy tactics to establishing genuine online authority.

Ryan and Perryn also emphasize how a strong digital presence boosts both business growth and talent acquisition, making SEO a vital tool beyond just lead generation. They encourage listeners to rethink their SEO strategies, adapt to the rise of AI, and stay ahead in an ever-changing digital landscape.

Key Takeaways:

• SEO drives visibility, credibility, and growth in today’s market.

• Many SEO agencies still rely on outdated, ineffective business models.

• AI can enhance SEO performance, but it still requires extreme human insight.

• The construction industry has unique SEO goals and challenges.

• The focus has shifted from keywords to authority and trust.

• Strong SEO can cut recruiting costs and attract top talent.

• For contractors, a credible online presence is non-negotiable.

• SEO supports long-term business sustainability, not just leads.

Connect with AltCMO and Learn More

Follow AltCMO on social media to stay updated on industry insights and news:

LinkedIn: https://www.linkedin.com/company/altcmo/

Instagram: https://www.instagram.com/altcmo/

Substack: https://altcmo.substack.com/ 

Explore our latest articles and news:

Blog: https://altcmo.net/blog/

News: https://altcmo.net/news/

Get in touch or learn more about our team:

Contact Us: https://altcmo.net/contact-us/

About Ryan Kovach: https://altcmo.net/ryan-kovach/

Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/ 

About Perryn Olson: https://altcmo.net/perryn-olson/

Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/