INTRO:

In part two of our conversation with Andy Crestodina, Orbit Media Studios CMO and author of Content Chemistry, Jo Phillip digs into how AI is fundamentally changing search behavior, website analytics, and content creation – and what industrial marketers need to do now to adapt their content strategies.

EPISODE HIGHLIGHTS:

Creating content for the AI era (2:00 – 5:24) [So we know that most Google searches]

• Writing content for informational queries is becoming a shrinking game
• Why monitoring AI traffic to your website is essential

Analytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]

• Why top-line traffic metrics can be deceiving
• How to think about reporting in a changing digital environment

Leveraging AI for content (9:39 – 17:22) [Now, you also, one thing that I really liked]

• How to create custom GPTs that act as synthetic members of your target audience
• Using AI to identify gaps in your content strategy
• Content planning for scrappy B2B teams
• AI-powered content repurposing

Achieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]

• How to get buy-in for content marketing initiatives
• Why executives prefer finite projects over endless programs
• Intentional, strategic choices for impact

Strategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]

• Focusing ad spend where conversion rates show success

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CONNECT WITH OUR HOST AND GUEST:

• Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/
• Andy Crestodina: https://www.linkedin.com/in/andycrestodina/

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