The Collective

The Collective

By Trevor Norton & Steve PeronBusinessMarketing
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The Collective episodes

  • #004 - Tik Tok for Search, Using AI to Create Content, We Hate Bing's Audience Network

    Topics covered:


    1. TikTok's Search Potential: 51% of Gen Z users prefer TikTok over Google for search, which shows the growing importance of "zero-click" content on TikTok. We spoke about how Tik Tok is now showing Wikipedia links within search results and our thoughts for how these search results will evolve. 

    2. AI in Content Creation: Using AI tools to create or assist in content production, be it video or written. We mention tools like ChatGPT for summarizing and extracting insights, and other tools and use cases for AI when it comes to producing content.

    3. Microsoft’s Audience Ads:  We break down how insanely difficult it is to remove the ‘audience network’ from Microsoft Ads and how poor these placements typically perform.

    4. Holistic Marketing Strategy:  To use some corny industry lingo we do break down how we saw a great example of paid social content leading to paid search attribution and how you can use a multi-channel approach.

      5. 5. Random Search Console Spikes: Steve shows us how his agency’s website takes a random spike every Tuesday and we discuss what Google might be doing to influence these random spikes.

      44 min
    5. #003 - GA4 Reporting Confusion Explained with Workshop Digital's Chris LaRoche, Performance Max Campaigns, Zero-click Content

      Our first ever guest, Chris LaRoche, joins the show! Chris is the Head of Small Business Solutions team while also leading paid media efforts at Workshop Digital.


      Chris recently published a blog post titled 'Your GA4 Conversions May Not Be Giving Enough Credit to Paid & Organic Channels' and we had to bring him on the show to discuss. Our host Steve is calling this one of the most crucial topics in digital marketing right now that isn't being talked about.


      Topics covered:

      1. GA4's Shift and Challenges: GA4's introduction has led to data reporting changes, causing discrepancies and confusion due to features like "Thresholding" and "Reporting Identity".
      2. The Privacy Aspect: Google might be adjusting to the future of online privacy, but these changes bring forth challenges for data-driven businesses.
      3. Communication & Reporting: It's essential to maintain transparent communication with clients about performance metrics, especially with the ongoing debate between 'device-based' vs. 'blended' reporting in GA4.
      4. Evolving Metrics Understanding: As the digital landscape evolves, there's a potential need to transition from centralized reporting to individual platform metrics. This calls for a broader understanding of conversions.
      5. The Value of Personal Branding: In the world of zero-click content, individual branding might be more impactful than direct company branding, emphasizing the importance of relationships and confidence in client retention.
        6. 49 min
      6. #002 - Exploring Zero-Click Content, LinkedIn's Algorithm, and Shopify's Holiday Readiness
        • First, we take a deep dive into the world of zero-click content and share one of the most impressive examples we've come across.
          • Curious about how LinkedIn's organic algorithm really works? We'll provide a clear and straightforward explanation to help you better understand how it influences your feed.
            • We'll also discuss Shopify's recent move to introduce "Buy with Prime" and how this might impact your online shopping experience.
              • And, as the holiday season approaches, we'll help you prepare your online store with insights on Advantage Plus, Performance Max, and AI Domains, setting you up for success in the busiest shopping time of the year.

                • Join us for an informative and laid-back conversation about these digital trends. 🎙️📈🛒

                47 min
              • #001 - The Inception

                The founders Trevor Norton & Steve Peron discuss the inception for creating this digital marketing podcast. Topics also discussed:


                • The rise of dark social & zero-click: Ideas for how brands and businesses need to adapt.
                • How to retain clients and generate more referral business by being a better consultant.
                • Weird GA4 attribution settings and how you can make updates in the admin section to find hidden conversion values.
                  • 37 min

                About The Collective

                From the publisher's feed

                Welcome to The Collective, the hub of digital marketing insights and business intelligence. Join us weekly as our co-hosts Trevor Norton & Steve Peron riff on the latest things going on in digital…