SMX Munich | AI-Driven Marketing in a Trust-First World with Wil Reynolds
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Wil Reynolds: [00:00:00] Hello friends. If I told you that this slide deck was made using AI, how would you feel about what you're about to see? I know, I know, I know. You're probably thinking this isn't gonna be too good, is it? WAIt one second. Bear with me and, uh, let's have a little fun with this.

All right, so here is my tech stack. That helped me to build this slide deck. What I do is I take all my old slides from years and years of presenting and I went through and I got on the mic and I recorded all of them and took their transcripts. Then I married the slides with the transcripts, so now I know what I'm saying per slide.

Then I've been using Read Wise for years, but I've. Highlighting in my Kindle, all the books and all the smart things that I've read for 12 years. I also take all of my LinkedIn posts and their performance, all the podcasts that I've been on, and I say, Ooh, can you look across everything that I've read in the last 12 years?

All my LinkedIn posts based on performance and all of my podcast transcripts, and compare them to the slides and the [00:01:00] transcripts that I have already recorded. It takes all that. Does a bunch of magic in here. And then it ends up helping me to build out my new slide decks. It'll show me things like this.

So. I was starting off with this concept of how well could you score a goal in the dark, and it gave me other things that I've read in books or that I've highlighted that made me double down. But then it also, and this is just a tool that I vibe coded, it also helps me to then say, wAIt a second, will, here's some other things you've highlighted that conflict with what you're saying on this slide.

Super duper helpful, but all of this comes from. The human component first. You see, five years ago, will Critchlow posted a video that inspired me to put that slide in my slide deck, right? I had forgotten all about it. It wasn't until I started putting this slide deck together that it started to pop up the tweet from Will Critchlow.

You can see it right there. So I was already talking about this and it said, Hey. [00:02:00] You've actually read things that could help you with this slide and that, my friends, is how I've used AI to build a slide deck. And I'm gonna start a little bit talking about the old you versus the new you, because it's almost like we've just gotten the ability to fly.

I don't want you to forget that you got wings on your back, but you guys said, Hey, will we want you to talk to us about GEO, not about building things? So let's talk about marketing and we're gonna start off with. traits of bad marketing. We're watching left and right. People are losing to companies that are willing to write 50 posts in one day, and we know that doesn't build any trust, but it's crushing us in our visibility.

And the beauty is that we all know that that isn't marketing. Like when we see that none of us in here go, that's great marketing. I hope that person gets on stage right. Shows me their spam machine. But how does that shit happen is the [00:03:00] real question we've gotta ask ourselves. How does that happen? Well, this was never marketing.

I did it for ages and this, eh, wasn't really marketing. I did it. This AIn't marketing. But I did it and I feel like this AI moment that we're in, there's a, everybody's gonna have a choice. Which direction are you gonna take? You can go to the left and continue to do these things that were never really marketing.

That will not insulate you for whatever's about to come in marketing. Or you can keep trying to win quarter over quarter. See if you came to Philadelphia and you told me you wanted chicken, I'm not gonna get you the mass produced chicken nuggets. I'm gonna take you to picnic with these amazing rotisserie chickens. And it's interesting, we don't confuse mass produced low quality food with the high stuff ever, but yet in marketing, it seems like we confuse it sometimes.[00:04:00] 

We do confuse, like we call this marketing, right? Somebody can come up here and show you how they got ranked. They can show you what they did, and they can show you all the low quality stuff that they did where they just copied basically somebody else's stuff that was semantically relevant. I'm so sick of the word semantics.

Why? Because we're talking about word relationships, so then that leads us to all doing the same thing as everyone else. So what somebody can win. Doing the exact same stuff over and over agAIn as everyone else. Put this word in, highlight these links. Do your table of contents, and I come along like, nah, screw that.

Like I'm gonna write content from the way that I feel and I want to sound different than every other. Post that you're gonna read. If I'm just gonna write what they've already written and add in one or two things to be more semantically relevant or whatever, then I'm not doing anything for my brand or the people that are reading this slop right now.

There's been a lot of speakers that have [00:05:00] gone before me. If I were to stand up and just take their slides and repeat them back to you, who would want that? But yet on the web. We rank for things by looking at all the people who've already gone. We kind of copy it or we mostly copy it, add in a little bit of our own flavor, and then we put it out and we rank higher and we go winning.

And then we get to come on stage and talk about that crap. You know, AIr Ops is doing ads for for ramp, which then obviously I was like, okay, what are they doing? And then I started looking at. This some of the work Minnesota business restaurants. Okay, here we go. Ramp like you're a B2B software finance business.

Now, if you know anything about Minnesota, it can take up to seven hours to drive from one part of Minnesota to another part of Minnesota. Does anybody in here think, you know what? I'm willing to drive seven hours. To get a [00:06:00] hamburger? No. So it doesn't help when RAMP builds content that tells you the top five restaurants by state.

But this is what happens when we turn our brAIns off and just let the AI go. We end up building crap like this and then it scales all on the same day. Do you know how it would be impossible to go to all these states and visit the restaurants on the same day? Impossible. And we left in all of our tells for AI.

'cause every landscape is evolving in the evolving dining landscape. And then we got some stats in there from our deep research. Oh man, this is crap. This shit fucking sucks ass. It sucks. It sucks guys. And for, and this is what we're advertising to the world. You can be like ramp, you can produce shit content and win.

And then the worst part about that shitty content is when I finally decided to leave it like every other person's gonna do, they gave me a popup, [00:07:00] Hey, will uh uh, don't leave, stay up to date with my product team. I came for a restaurant recommendation and you gave me the whole darn state eight. So what data indicates that your marketing is actually not doing those things and instead it's gAIning trust?

Because none of us trust ramp anymore. Especially not trusting them on restaurant content, but most of us don't have a metric for trust and trust gAIned. And you see these tactics that we keep showing, it's gonna help you to win quarter after quarter after quarter. But trust is how you win for the long term.

You see? I wanna pivot. I don't wanna get too deep on that. I got a lot of examples of this, but I do wanna pivot into, maybe we should finally focus on humans and the good marketing because you see people are gonna find reasons to not buy from people they don't like. If I don't like you, I'm not buying from you.

Even if you check all the boxes, you know, [00:08:00] we don't have to go much further than this guy. Great job, Germany, year over year, you sAId, you know, I don't. Like this guy, and then all of a sudden that resulted in less sales. Hmm. So people will not buy from people they don't like, but they will buy from people.

They do. But you see that trust that doesn't exist in most of our KPIs. There's no amount of algorithmic slop you can build to turn around. The fact that Elon Musk has pretty much turned off the entire. EU from his behaviors. You can't AI your way out of that. You can't agent your way out of that, right?

So Kirk Williams sAId this best, when you think you can track everything, you start shifting all of your stuff to easily trackable KPIs. And that's why not one person in this room is responsible for managing any KPIs around [00:09:00] trust, because it's hard and it's difficult. But what happens is the things that actually move people, that's the thing that, that, that, that teams don't analyze because of the difficulty.

So let's talk about primary, secondary, and negative metrics. So a primary metric, it would be like showing up to the hockey game. You know, you show up, you're at the face off. Starting the game, you're there, which means you could win the game, but it doesn't mean you did win the game. And it's funny how athletes don't get this stuff twisted yet.

We find that, marketers do a lot. Now the secondary metric is how many shots can I get on goal, right? If I get more shots, there's a good chance and a higher likelihood that I will win. But we know it's not just shots on goal. The puck needs to go by the goalie to ultimately be a win. And then we've gotta have a negative metric.

You see, I think there are ways to win Lance [00:10:00] Armstrong that are, um, not right. So, is ramp winning when it comes to AI visibility? Yes. Is it actually helping them to grow their business using that? I don't know, but what I can tell you is they're probably not tracking, tracking anywhere the negative side or the negative implications on trust because they can't track that.

But some of this math just doesn't add up. You know, this is gonna be a little bit of a hot take, but it's not. GEO is not a performance channel. Every single person is continuing to think of geo as something that you get a ranking on. You get a certAIn monthly search volume, then you get a certAIn position.

And that's why when Rand Fishkin dropped that huge study, the whole industry was like, ah. It's like, yeah, because you're applying the wrong frame to this. You're going into it with an SEO frame. Sorry guys. This isn't SEO. You can't just find MSV and then click through rate by [00:11:00] position, and then that gets you visits and then what's my conversion rate?

And that gets you conversions, and then you can get your ROI. That does not happen unfortunately in GEO. None of that stuff really exists. Your position changes all the time, so you can't do a click through rate by position. There is no MSV and the companies out there saying they've got it. They are not really forthcoming about how they're getting it.

Click through rates. I'm gonna show you why that is a farce, and then the traffic is just really low, which means at times it can look like the conversions and the leads are really low. The other thing that we've gotta get really good at is helping our leaders to understand what we're up agAInst. So Gemini three launched on November, 2025.

They have done an update since then that launched like a couple of weeks ago. The trAIning data cutoff is January of 2025, which now [00:12:00] means we are 14 months past the trAIning cutoff for Gemini three, which means any of the answers that are triggering, that are, that are triggered by trAIning data and not by, and not triggering a rag or a web search.

The work you've done for the last 14 months isn't even showing up. And we used to have things like click through rates, right? 10 blue links. You could kind of figure out one through 10, and it was pretty steady. What we're finding is that chat, GPT in finance specifically, we were doing some research in that industry, over doubled the number of words per answer, Gemini.

With their a IO overviews are now are have always linked to brands. That's great. You see a brand linked, you assume when you click that brand, you're gonna go to the branded website. You will not go to the branded website. They are now using AIos and the clicks on brands to run branded searches. [00:13:00] You have to be aware of this because now being visible in AIos is gonna take a hit.

It's not gonna have the same throughput that it used to have because. Sorry, friends, they're, pushing people to Google with another search, which is just another distraction on the process. All right. I was looking for a deck installer. I got 17 different bullet points here. This is like if you're down at the bottom of this page of bottom of these 17, that's like being on page five.

I'm not gonna Google all of these. And some of them have links as you can see, and some of them don't, which means I gotta highlight them, search them, Google them, which then means my data's gonna come in as Google Organic, even as I'm growing my visibility in chat. GPT. And you don't know if this is happening, and it changes all the time.

So the one of the things I really want to help people to do is, everybody here needs help. I need help with this. You need help with this. And a lot of people out there are selling snake oil, which I would [00:14:00] expect any new industry. That launches that is gaining a lot of attention is gonna have some snake oil there.

So what I would recommend is you run a site colon search with the agencies that you are looking for and or looking at or considering hiring and you type, type in top, you type in best and then see how many lists they've built. Now I don't think anyone from first Page Sage has ever presented at this or any other conference I've ever been at yet they're winning on the face off.

Because they've got all this content they're building at scale. I mean, look at it, it's horrible, but it's winning and it's working. So what do you do when you find out whether or not they're doing that? I would start asking my agencies to go through their Google Analytics accounts. Show me what you're proud of in here.

Show me. Show me this listicle you built. I wanna see the numbers for myself. Show me the content that you've built that have done things like get a bunch of traffic. From [00:15:00] trusted sources because if they're not building content that builds traffic for trusted sources on their own site, then you know what they're gonna do to you or for your strategy.

I think somewhere along the line, we forgot that the job of marketing is to be seen that then believed and then chosen. And with all our focus on visibility, everybody's focus on being seen, which is like just showing up for the drop off the, the face off in the beginning of the game.

But then this is showing that you can also get people to believe in you, right? Signing up for your newsletter, major websites, major platforms, linking to your content. And I will tell you that winning for me is this. This is my pipeline. It is steadily growing. I dunno what happened that one day data glitch, but this is ultimately the goal.

And my AI visibility is, eh, it's okay. But there are times where I've chosen not to do what those folks are doing 'cause I just refuse to do it. Now, I want you to start to use your brain a little bit, [00:16:00] and I want you to start to really listen. Not with skepticism, but with clarity and clarity inducing questions.

A lot of these folks are gonna say, Hey, you know, um, it's important that you chunk your content. And if you just hear that and go, Ooh, okay, okay, I haven't heard of that word. Um, they must know what they're doing. Turn on your brain. Take a step back and be like, I think you're talking about paragraphs dog chunking, my friends.

Please don't fall for these new words, but please stay focused on what is the job to be done. Hey, I get great. You guys are gonna be great at helping me to be seen. How are you gonna make sure that being seen turns into people actually believing that my brand is worth maybe reaching out to, and then them choosing to reach out to me?

And see what the answers are from the people that are helping you. Alright, so there's four different risks I wanna prepare you for as you're going through the process. And you're gonna have to balance how risky you want to be or not be.

[00:17:00] There's aggression risk. What do I mean? If you want quick wins, you're gonna also have to accept the quick win problems that come along with it. You know, I don't even do listicles and I'm being mentioned in them like crazy. But now we're finding that the window on optimizing for AI With listicles, it's closing.

We have a bunch of data in a recent study that shows by industry, which industries are taking hits. It's a really good report and really worth reading. You're also gonna have to be honest about yourself. Have you been caught up in the build trap, which means you're starting to measure your success by the outputs.

Ooh, I did all this work and I have visibility, but then you don't actually understand that that visibility is driving value. And you know what? What does it even mean to win an AI? You know, if I was clickup, I'd be really happy that I am in the AI overview and I've got a citation. Awesome. How did I get it?

I built a low quality listicle, not awesome, but I'm there and it's decent, huh? It's okay. [00:18:00] However, when you start leaving chat, GPTs instructions in your blog post, you don't gAIn trust, and that's what they did here. And now that brings me to trust risk. Like I sAId before, most of us don't have a KPI for trust, and there are examples after example, after example of people doing really basic things and improving their AI visibility that don't improve their trust.

This was tested, I think, by somebody at HRES had, has shouted out, and this person just literally took all their, all their, all their guides on their website and changed the date from 2022 to 2025, and their visibility grew. There's another organization that built a brand new website in Australia, copied their entire site, and within two weeks, started showing up for AI answers in chat CPT.

And I think all this is gonna lead to a void of trust, low trust in these AI answers. [00:19:00] The other risk. The third one is best practices risk. You know, working on only one site is dangerous. And I know that that sounds like, oh, it's an, it's an agency person. Of course they're gonna say that. I have always sAId that when a market reaches maturity, it is much easier to in-house resources.

However, we are at the infancy of our industry, and if you only have one site, you can make a lot of answers or believe a lot of things and lead your company down the wrong path. So you gotta be able to see that these things are different. The data is so different when we look across industries. I can't take my experience in healthcare and think that my conversion rates are gonna be similar in business services or in financial services.

I can't take my data across all my clients and say, yeah, you know, uh, we saw that 23% of all conversions. Came to the homepage when they converted from AI. If I don't look at SaaS and go, oh my God, that was 51%. So you see how I can't just take a best [00:20:00] practice across the board? And then the other thing we're seeing.

Google's starting to put little disclAImers on results. They're starting to hit websites I think those are a couple things we gotta be really careful of is they're starting to get their feet under them on how to penalize this stuff. It is early, but I would watch it very closely. My next thing is execution risk. the thing is, once you lay out the strategy, the risk that we're not really talking about is, can you move the company internally to execute on what you're finding to take advantage of the opportunity.

I'm gonna tell you why I am personally slow playing AI visibility for my own business. It's because I'm willing to take a stand against this low quality stuff that I don't wanna do. I refuse. So what I've realized is that marketers are really trAIned to be easy to work with, and that has led to us when we get pressure falling for whatever the manager asks us to do.

And I think that's gotta stop. We've gotta start to [00:21:00] push against that. And this is an example. I think while I'm not the best, I'll never say I'm the best. I think saying you're the best at anything is stupid 'cause it you can't be tracked. But I would like to say that I'm one of the competing agencies in the generative engine optimization space. We don't show up at all. You know who does first page Sage does.

When I type in top GEO agencies, they are all over the page. It is all their citations. This is a win for a lot of people. But is it a win? When none of these brands, none of us know any of these brands except for ipull rank. Think about it. There's not a person in any of these companies that has ever presented at a conference I have ever gone to yet.

These are the ones, so what's gonna happen is your customers are gonna get these answers. They're not gonna trust the answers. And then they're gonna be taught not to use AI to get these kinds of answers. So then how are they gonna get it? They're gonna talk to their friends. So you see, if you think, man, that sucks [00:22:00] for Seer, trust me, it doesn't suck.

Because what we've decided to do is to say content is infinite. You create a listical, then I create a listical. You put it on 10 sites, then I put it on 10 sites. I don't wanna follow that path. I wanna win here. I wanna be somebody that you guys trust. Dare I say, I wanna be somebody that you put into your memory and say, Hey, you know what?

When I'm working on a geo strategy, I would love to know what does will think about this thing or that thing. And you see, while my AI visibility hasn't grown month, over month, over month, we are growing the number of people that are choosing us by getting into our database. We're seeing our brand is getting more traffic with direct traffic.

We're seeing more sites than ever referring us traffic. So these are all the trust signals that I really wanna win because I can win for decades on trust. [00:23:00] And hey, I wanna hear from you direct. Hey, I, I've heard about these guys. Let me, let me click on this link and WhatsApp, or referral traffic.

Websites in our space that are trusting that you trust and I trust are sending me more traffic than ever. And here they are. That's a good thing. And it's not just the number of traffic, it's the publishers e-marketer, Adweek Ink Magazine. I wanna be in those places because people see them as somewhat trusted.

And now, if you were to look at how SEO performs agAInst direct social and referral, you can see that my ability to convert somebody from being seen to chosen is significantly higher in all of these channels. Alright, now I mentioned Rand Fishkin earlier. It's my boy love him to death. But that report, I think, has caused a lot of people to think this, like, oh, well, if personalization doesn't make it useless, or, oh, they change all the time and it makes it useless.

We are used to using proxies in every other [00:24:00] part of marketing, paid social, whatever. We use proxies everywhere else. I don't see why it's a bad idea to use tracking tools as a proxy for your likelihood of showing up. And sure there are gonna be memories and we're not gonna know those memories, so therefore the answers are gonna be different.

Fine.

This one's a crazy example. You know, it's like, it's, if your CEO's like, yo, why am I not showing up? It's like, uh, did you check the reasoning? So you know, you can't go to your boss and said, Rand sAId tracking rankings in AI is dumb because your boss will say, you're fired. So that doesn't work. So yes, Rand, you were right, but he's not hiring anybody.

So we gotta find a way to work with our bosses. So when they say, why aren't we showing up? It's an opportunity to educate. Hey, do you know the launch date? Hey, do you know the trAIning data cut off? And they're gonna say no to all these things. Do you know if your search that you sAId we didn't show up for, do [00:25:00] you know if it triggered rag?

They're not gonna know what that even means. Your job is to make your boss smarter. That's how you're gonna keep your job. 'cause I'm not bullish on the future of work as it currently exists. I'm just not so. People aren't firing their most AI forward people. People aren't firing the people that help them to understand this stuff.

And I'll tell you a little anecdote here is at one point we did an analysis and we saw that chat GPT relied on its training data for one of our clients 59% of the time, which meant that only 41% of all the prompts that we were tracking. We're influenceable in the short term. It's important for you as a, as a leader to know those kinds of things so you can help to set expectations.

Now, let me help you to protect your house. Remember that evolving landscape. Start running Google alerts. [00:26:00] I know you want a tool. This is the tool. Start finding. People when they produce low quality content on your website, catch it early, flag it as highly likely to be AI, and then go back and tell them to rewrite it.

Or when they leave quotes like, here's the revised whatever. Put a bunch of those into Google. Do them all on Google alerts and it'll save you. I gotta give Pedro a shout out. You know, he posted something. I was like, Hey, if you're not sure that age Genically, your website is going to work in AI. Disabled JavaScript.

Reload the page, see what you get. And I trust that guy a lot. I thought it was a really simple tip that made a ton of sense. Now, for those queries that are updating regularly, look for common things on your website like your footer. We changed our footer and boom, ended up at the, ended up changing the results within 36 hours.

But we believe in being a business that you can trust. So when [00:27:00] our retention rate dropped from 97% to 92%, I'm not happy about that, but it's the reality. So we updated our footer. Now, will that help me somehow in AI overviews? I don't know. Do you think it might trust me a little bit more? I hope so. All right, so a couple things I want you to do.

So now let's start talking about what are you gonna do to turn this stuff around? One, if you don't wanna do the AI slop, start interviewing your SMEs. Your blog has become the land of misfit toys, and I got a bunch of data I'm going to include in my slide deck that will show you the impact of interviewing SMEs.

And we use an AI to do the interviews, and those SMEs are loving it. I want you to review your prompts. You know, we are all doing our best to try to figure out what might customers be typing in, but [00:28:00] we have to also recognize that that's deeply flawed. We're taking guesses. So what I want you to do is take your list of prompts you're tracking and run your sales calls agAInst that list of prompts.

Hey, what am I missing? And add those new prompts, refine other ones. And if you've got a bunch of sales calls, you could say, which of these prompts don't sound anything like how my customers actually talk? And then go and put those prompts in. You can also do the same thing with paid. paid, gives you some search terms.

That's the customer describing their problem in their own voice. It is a tremendous way for you to see what words am I not using in my prompts that my customers have started using in the last three or six months? I hope by now you all have ChatGPT as an option on your lead forms. If you do and somebody fills it out, call them.

What were your prompts? What did you put in? This is actually how I'm gonna do work for you. I'm gonna wanna talk to the humans. I'm gonna wanna figure out what they're doing so that I'm not biased in my prompt selection. [00:29:00] What we found is that 44% of HR leaders included known brands in their prompts. So what we're, what this means for me and what we're starting to see is more clients are starting to say, Hey, I've already picked my, my three agencies that I, I'm, I'm considering I'm using chat GPT to put those three agencies against each other and see who would be best for me.

Whew. So if you're not one of the agencies, so yes, if you're first page sage, it's awesome you show up with AI visibility. I'd much rather show up in your branded searches and my data is telling me that we are doing that more than ever. Like I sAId, people are calling and asking friends before going to an LLM, so therefore they're biasing the answers that come back 'cause they're not always gonna use generic queries.

How many of you are tracking that? You know your brand versus another brand based on different scenarios. So is your brand worthy of colleagues mentioning to to [00:30:00] others? 77% of B2B buyers, according to Gartner, start off using their network. 77% of people when they're buying services are using their network first, which is how they know what brands to Google or AI or whatever search later.

Now you gotta start to review your reviews. What is it that people are saying about you? Amanda Nat sAId it best. Third party content about you may start to matter more than your own content.

In the short term listicles are working, yes, but in the long term, that third party content might matter more. Now I'm gonna show you an example of that. I got one bad review in 24 years and somebody posted this review about Seer and the AI started answering the question saying, Hey, there are client reviews.

I'm going, huh? It's a single review, but it showed up in 38% of the prompts about my brand, [00:31:00] and in 24 years of running this business, I got one negative client review. And they used it in answers about my brand 38% of the time because the AI wasn't smart enough to realize that that was an outlier. Now, let's talk about Reddit.

Now I'm gonna talk about it slightly differently. One, look for the search terms where people are typing Reddit. When I see the word Reddit at the end of a search term, all I think of is I want answers from humans. And look at all these answers. Reddit. Reddit. Reddit, Reddit, Reddit. Now Clickup built a listicle.

Now, I think for anybody thinking, ah, man, I, I, ah, building listicles. If you gotta do it, at least do this check. Go into Reddit, look at all the times where humans are recommending brands to other humans and see if they ever recommend you. The interesting thing is Clickup has a page about best time boxing apps.

I took five different Reddit threads. They were only mentioned once in [00:32:00] five threads, but Flow Savvy was mentioned 10 times. Ample note was mentioned, six. So the audience, the customers, the humans, they don't even believe that Clickup is a good answer. But yet Clickup believes that Clickup is a good answer.

That is a product problem. Stop being easy to work with. You're gonna have to start to show your leaders. You can't just say, ah, that doesn't work. No. Show your leaders. Hey man, this is what people are saying. Why would I even go after these keywords if we don't fix the product? And review your KPIs direct.

Oh man. Direct my friends. That is gonna be the key. In a world of infinite content, people are gonna organize around curators. When they organize around curators, that data is shared in places you cannot track. Now what I'm gonna do is I'm gonna share with you how I would optimize a post at Seer. Just to give you a feel on what this looks like.

So I've got a template for you. You can download it. It's been up for two years, guys. I've been looking at my data the same way for two years. Where do [00:33:00] I have high visibility and low belief? So when I have high organic search, generative AI and organic social, that feels good to me.

'cause now I'm hitting all the different channels. But I like to sort by organic social and say, what's, what's taking off with people? In a way that it isn't taking off with Google or AI. And I found this post around the three new KPIs for AI search and I realized that we had no statistics. And I will tell you and all of my, all of my work where AI is performing well and I get a lot of traffic from AI, those posts tend to be more fact driven and statistics driven.

Okay. And then I went to SEMrush. We all know how to do that. And I looked at all the words and I went, man, we're accidentally ranking for all kinds of stuff. Let's go optimize that page to perform better.

Alright guys, so one of the things I want you to do is I want you to stand up today and fight zombie content. And if you're saying, will, what's zombie content? [00:34:00] I got you. It's that semantic scaled. Lifeless crap. And it's not great because it's ignorable. There's no brand association with it. It's like, I'll read anybody's post on this because they're all pretty much the same.

And what we're finding is that it's that human connection that is driving true business results. Start winning here in order to win here. And while this post is goes a little, you know, it's a little broadish, leave everything else to AI and build distribution, you know, slow down Shubham. But I do think there's something about distribution.

And I'm gonna ask you, how much of your time are you spending using internal influencers, interviewing your own people? Getting their content outta them and their perspectives. You might be thinking like, what happens if they leave?

And I'll tell you, John Shahadah said it best, what happens if they don't join you at all [00:35:00] in the first place? I thought that was legit. You know, we see that 80% of markets were starting to increase their investments in community, whatever that means. Some people, it could be spamming Reddit for all I know, but I think that's how you're gonna build a better moat.

In a long-term moat and become a marketer that does things that last and help in the quarters and years, but also that you might be able to look back at a decade from now and be proud of. Thanks so much for having me. I'm Will Reynolds. Take care.