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Content provided by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.
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225 episodes
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Content provided by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Omniscient Digital, Allie Decker, David Ly Khim, and Alex Birkett or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.
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225 episodes
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The Long Game
1 Kitchen Side: Generative Engine Optimization 59:38
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LikedKey Takeaways What Is GEO?: Generative engine optimization refers to tailoring your content for AI-powered answer engines like ChatGPT and Claude—not just traditional search engines. From Keywords to Context: Search is shifting from keyword-based queries to conversational inputs and contextual, semantic understanding. Brand Mentions as the New Backlinks: In LLM-generated answers, offsite presence and brand mentions are becoming more valuable than traditional link-building. Surround Sound SEO Still Wins: Being mentioned across multiple credible platforms increases your chances of appearing in AI-generated outputs. Prompt Design & Data Quality Matter: Feeding models structured data, detailed context, and proprietary insights improves visibility and usefulness. AI Isn’t Replacing Google—Yet: AI tools like ChatGPT expand how we find information, but don’t fully replace deterministic, fact-based search. B2B Buyers Use Both Channels: AI tools may be used for early discovery, but buyers still verify information with Google before making decisions. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Kitchen Side: Spryng Reflections, Connection, Community, and Soul 48:17
48:17 Play Later Play Later Lists Like Liked48:17
Play Later Play Later Lists Like LikedIn this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team reflects on their experiences at SPRYNG, a standout B2B marketing conference in Austin. The conversation blends AI experimentation, prompt engineering, and the future of creativity with philosophical reflections on human connection, authenticity, and the soul of marketing. They explore why many AI users are missing the point by chasing “best practices,” and how real breakthroughs come from first-principles thinking and creative risk-taking. The episode also dives into the power of in-person events, emotional resonance, and inefficient—but high-value—tactics like dinners, meetups, and personal storytelling that can’t be scaled. Key Takeaways AI and Prompting from First Principles: Real innovation with AI comes not from templates or best practices, but from individual experimentation and intent. Four Modes of AI Maturity: From microtasker to teammate, AI can scale with how deeply users integrate it into their workflow. The Importance of Human Vibes: Tactical content aside, the SPRYNG conference reminded marketers that human connection and emotion matter more than metrics. Don’t Optimize for the Median: Taking every piece of feedback can dilute differentiation—stand firm in your positioning. Community as a Business Superpower: Relationships built at events, meetups, and over meals have long-term impact beyond immediate ROI. Efficient Growth vs. “Inefficient” Magic: Some of the most meaningful, high-ROI activities are hard to measure—like handwritten notes, founder dinners, and late-night talks. Where’s the Soul in AI Content?: As AI floods the web, standout content will come from real human stories, creativity, and nuance—not mass automation. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Person-Based Marketing, MQLs, Ice Baths, and GTM Alignment with Alice Wyatt 1:49:00
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Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast, Alex Birkett interviews Alice Wyatt, a B2B fintech marketing leader with experience at Codat, Bloomreach, and Adyen. Alice shares how her personal journey of building community and maintaining sanity in a fast-paced city like New York connects with her marketing philosophy: agile, people-first, and impact-driven. The conversation explores person-based marketing (PBM), the limits of MQLs, aligning sales and marketing teams, and embracing adaptability in an AI-disrupted world. Alice also reflects on how her approach to building community mirrors how great marketing is done: with empathy, boldness, and a willingness to challenge the status quo. Key Takeaways From ABM to PBM: Moving beyond account-based strategies to person-based marketing creates deeper personalization and stronger alignment with buying behavior. MQLs Are Outdated: Relying on MQLs limits alignment; marketing and sales need shared, outcome-driven goals instead. Adaptability Over Tactics: Successful marketers focus on business outcomes and adapt tactics as priorities shift—agility trumps specialization. AI Is Redefining Roles: AI is reshaping marketing roles, requiring teams to adopt tools while maintaining strategic thinking and creativity. Community as a Superpower: Whether in marketing or life, building and contributing to genuine communities creates long-term value. Hire for Resilience and Curiosity: Non-traditional backgrounds (e.g., comedy, hospitality) often produce standout BDRs with adaptability and EQ. Thought Leadership ≠ Press Releases: Modern thought leadership means leading with perspective, not parroting trends or relying on legacy PR tactics. Show Links Visit Alice's Forbes Council for Marketing Experts Connect with Alice Wyatt on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Molly St. Louis on Creativity, Theatrical Storytelling, and Bold Campaigns 1:25:46
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Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast, Alex Birkett sits down with Molly St. Louis, an award-winning multimedia marketer with experience in PR, content, and video strategy. Molly shares her journey from theater and journalism to leading marketing at high-growth startups, explaining how storytelling, creativity, and entertainment principles can elevate B2B marketing. The discussion covers how to craft bold marketing initiatives, the changing landscape of PR, and why video remains an underutilized asset in B2B. They also dive into thought leadership, media trends, and how brands can build credibility in a noisy digital world. Key Takeaways Creativity in B2B Marketing: Borrowing storytelling techniques from entertainment can make B2B content more engaging. The Changing Role of PR: Traditional media placements are less impactful today, requiring an integrated, multi-channel approach. Why Video is Underutilized in B2B: Despite its effectiveness, many brands still hesitate to invest in high-quality video content. Thought Leadership is Not Just About Visibility: It’s about offering unique perspectives, not just repeating industry trends. Earned Media vs. Owned Media: Press mentions help credibility, but companies must distribute and repurpose coverage for real impact. Micro-Audiences Over Virality: Niche content that resonates with the right people is often more valuable than mass exposure. Pattern Recognition in Marketing: Leveraging data and customer insights can help brands make better creative decisions. Show Links Connect with Molly St. Louis by visiting Mosaic Group Media Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Kitchen Side: Live in New York! - Part 2 1:24:18
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Play Later Play Later Lists Like LikedIn this Kitchen Side episode of The Long Game Podcast , Alex, David, and Allie continue their in-person discussion in New York City, diving into marketing trends, proprietary data, and the role of differentiation in an AI-dominated landscape. They examine the shifting value of MQLs, how AI is automating SEO and marketing tasks, and why trust and credibility are the new forms of scarcity. The conversation also covers how companies can leverage original data, the intersection of brand and demand, and why marketers must rethink what truly adds value in the era of automation. Key Takeaways The Declining Value of MQLs: Traditional lead qualification models are losing effectiveness as buyer behavior evolves. AI and Automation in SEO: AI is automating repetitive SEO and marketing tasks, forcing companies to find new competitive advantages. Trust and Credibility as Scarcity: As automation floods the internet with content, trust and credibility are becoming key differentiators. Proprietary Data as a Competitive Edge: Unique data insights—both structured and unstructured—will be essential for creating valuable, non-generic content. The Future of Content in an AI World: The bar for content quality is rising, making originality and brand-driven storytelling more critical. Brand Affinity vs. Brand Awareness: Companies must focus on deeper brand affinity rather than just broad brand visibility to drive long-term success. Marketing’s Role in Differentiation: Success will come from unique perspectives, creative execution, and human-driven insights rather than automated outputs. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
In this Kitchen Side episode of The Long Game Podcast , Alex, David, and Allie record their first in-person conversation in New York City. The episode revolves around insights gathered from dozens of marketing leaders, discussing SEO traffic declines, AI’s real impact on marketing, attribution challenges, and the balance between brand and demand generation. The team reflects on how companies are adapting to falling organic traffic, the rise of video SEO, and why traditional top-of-funnel strategies are losing effectiveness. They also explore the importance of customer research, the disconnect between social media conversations and real-world priorities, and how teams can align leadership expectations with evolving marketing realities. Key Takeaways SEO Traffic Declines: Nearly every marketing leader interviewed reported a drop in organic traffic, leading to internal strategy shifts and leadership concerns. AI in Marketing Operations: While AI is not yet a core part of content creation, teams are leveraging it for keyword research, automation, and efficiency improvements. Video SEO on the Rise: Many companies are prioritizing video content as search engines increasingly favor multimedia formats. Attribution & Leadership Education: As traffic declines, marketers are struggling to shift leadership focus from surface-level metrics (traffic) to real business outcomes (pipeline and revenue). The “Traffic Trap” Problem: Some teams have historically been gold on traffic rather than conversions, forcing a reevaluation of SEO and content strategies. Brand vs. Demand Debate: Companies are reassessing how to balance brand-building efforts with performance-driven demand generation. The Shift in Customer Research & Buying Behavior: Many marketing decisions are now happening outside of trackable systems, making traditional attribution models less reliable. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 The Behavioral Science Episode with Erik Johnson 1:08:14
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Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast, Alex Birkett speaks with Erik Johnson, an applied behavioral scientist and founder of Behavioral Strategies. Erik shares insights on human decision-making, habit formation, and the psychological forces influencing our actions. The conversation covers the intention-action gap, AI’s impact on attention and productivity, and how behavioral science can optimize both personal and organizational performance. Erik explains why environmental design is crucial for habit formation, how variable rewards in social media and entertainment shape behavior, and why the modern world often works against our best intentions. They also explore practical strategies for overcoming distractions, making better decisions, and using behavioral science to drive business growth. Key Takeaways The Intention-Action Gap: Many people struggle to act on what they say they want to do due to psychological and environmental factors. Behavioral Science in Decision-Making: Understanding why we make certain choices helps individuals and businesses design better systems for performance. AI and Habit Formation: AI-driven platforms use behavioral principles to shape user habits, often making focus and productivity more challenging. The Power of Environmental Design: Adjusting surroundings—like removing distractions or changing routines—can significantly improve behavior change success. Variable Rewards and Attention Hijacking: Social media, entertainment, and digital products are optimized to capture attention through gamification and unpredictable rewards. Regulation vs. Personal Responsibility: While individual strategies can help reduce distractions, broader system-level changes may be necessary for long-term solutions. Applying Behavioral Science to Business: Companies can leverage behavioral insights to improve marketing, customer engagement, and decision-making processes. Show Links Visit Erik Johnson's Website Connect with Erik Johnson on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Kitchen Side: Boots on the Ground and the Power of Vocabulary and Depth 1:00:41
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Play Later Play Later Lists Like LikedIn this Kitchen Side episode of The Long Game Podcast , Alex Birkett and the team discuss the evolving landscape of content creation, AI-powered tools, and the importance of structured thinking. They dive into how automation is making some SEO and marketing tasks easier while increasing the need for differentiation. The conversation covers how marketers must think like product managers, why unique insights and data are critical for standing out, and the barbell strategy for balancing safe bets with high-risk, high-reward experiments. They also touch on vector embeddings, AI-powered SEO strategies, and the future of human-AI collaboration in content marketing. Key Takeaways AI in Content Creation: AI can enhance content creation, but human intelligence and strategic thinking are still essential. The Power of Structured Thinking: Frameworks and structured approaches help clarify ideas, whether for human communication or AI-driven content. Differentiation in the Age of AI: As automation makes basic SEO and content tasks easier, brands must focus on unique insights and high-value contributions. Marketers as Product Managers: Understanding customer needs and thinking systematically will define the next generation of marketing success. Barbell Strategy in AI Marketing: Balancing foundational strategies with high-upside experiments is key to staying ahead in an AI-driven world. Vector Embeddings and SEO: AI-powered tools can revolutionize keyword research, internal linking, and content clustering for better search results. AI’s Impact on User Intent: While AI tools automate aspects of SEO, true differentiation comes from understanding user needs and providing unique perspectives. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Startup Pricing, LLMs, Return of Quality, and Multimedia SEO with Aashish Krishna Kumar (Zuora) 56:20
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Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast , Alex Birkett speaks with Aashish Krishna Kumar, Director of Go-To-Market at Zuora, about startup pricing strategies, AI-driven changes in SEO, and the increasing importance of high-quality content. Aashish explains why early-stage startups should prioritize survival over pricing optimization and why pricing only becomes a growth lever after product-market fit. He also shares an optimistic perspective on SEO, arguing that traditional tactics like backlinks and keyword stuffing are fading while expert-driven content, multimedia formats, and brand authority will define future success. The conversation explores how businesses should adapt their strategies in the evolving digital landscape. Key Takeaways Startup Pricing Priorities: Early-stage startups should focus on survival and product-market fit before optimizing pricing. AI’s Impact on SEO: AI-driven search is changing how users engage with content, reducing reliance on traditional SEO tactics. Backlinks Losing Relevance: Google is prioritizing trust signals and content utility over paid link-building strategies. Shifting SEO Metrics: Marketers should move away from traffic as a key metric and focus on business impact and conversions. Rise of Digital PR: Brand mentions and expert-driven narratives are becoming stronger ranking signals than traditional backlinks. Multimedia SEO Growth: Video, images, and interactive content will play a bigger role in organic visibility and engagement. Brand Authority in SEO: Companies with strong brand recognition will have a competitive edge in search rankings. Show Links Visit Aashish's YouTube channel GMT Talk Connect with Aashish Krishna Kumar on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Content as Product, Mediocre SEO, and Optimism for the Future with Mark Lindquist 1:06:34
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Play Later Play Later Lists Like LikedIn this Kitchen Side episode of The Long Game Podcast , Alex, Allie, and David are joined by Mark Lindquist to discuss the transformation of SEO and content marketing. They delve into the decline of traffic-based metrics, the rise of user-first strategies, and how AI-driven changes are forcing marketers to rethink content creation. Mark emphasizes treating content as a product, getting closer to the audience, and building strategies rooted in customer pain points. With actionable insights and reflections, this episode offers a roadmap for creating high-utility content in an evolving landscape. Key Takeaways Content as a Product: High-performing content solves unmet user needs and aligns closely with customer pain points, moving beyond the old playbooks of keyword stuffing and traffic chasing. Shift from Traffic Metrics to Business Value: Traffic alone is no longer sufficient. Marketers must connect content efforts to measurable outcomes, such as leads, conversions, and revenue. AI and Generative Content’s Role: AI is reshaping SEO by targeting top-of-funnel content, compelling marketers to focus on higher-value, utility-driven pieces. Operational Changes in Content Creation: Marketers must build closer relationships with customers and integrate cross-functional insights into their strategies to future-proof content efforts. Reframing Leadership Conversations: Present data that ties content performance to business outcomes, while acknowledging and adapting to the evolving search landscape. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Sean Ellis on the Evolution of Growth, PMF, and Testing in the AI Era 1:04:40
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Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast , Alex Birkett speaks with Sean Ellis, the creator of the term "growth hacking" and a pioneer in startup growth strategies. Sean shares his insights on product-market fit, the fundamentals of sustainable growth, and how AI is reshaping the startup landscape. From his groundbreaking work at Dropbox and Eventbrite to the evolving nature of customer acquisition, Sean offers practical advice for founders and marketers. This episode explores balancing foundational principles with emerging technologies and strategies to achieve growth in an ever-changing environment. Key Takeaways The Sean Ellis Test for Product-Market Fit: A simple yet effective question: "How would you feel if you could no longer use this product?" A response rate of 40% or higher for "very disappointed" indicates strong product-market fit. AI Accelerates Growth but Doesn't Replace Fundamentals: While AI tools streamline processes, the foundational elements—solving real problems and aligning with customer needs—remain paramount. Retention and Word-of-Mouth as Growth Signals: Organic word-of-mouth and customer retention are better indicators of growth potential than surface-level tactics like referral programs. Tailoring Customer Onboarding: Match onboarding experiences to the specific use case that brought a customer to the product, enhancing retention and satisfaction. Erosion of Product-Market Fit: Competition and commoditization, especially in an AI-driven market, can weaken a product’s position, necessitating continuous evolution. Practical Growth Strategies: Focus on high-value use cases for your most passionate customers, refine messaging to align with core benefits, and build a growth engine that scales sustainably. Show Links Visit GoPractice or book a consultation Connect with Sean Ellis on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Alex Talks to Startup Founders About SEO (Founders Common) 49:27
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Play Later Play Later Lists Like LikedIn this special Fireside Chat edition of The Long Game Podcast, Alex Birkett shares insights about building SEO strategies for startups with the Founders Common community. He discusses foundational steps, the evolution of SEO in the era of AI, and innovative approaches like product-led SEO and programmatic strategies. Alex emphasizes the importance of setting realistic expectations for SEO's nonlinear growth and highlights the value of intertwining branding, fast feedback channels, and data-driven content strategies to gain a competitive edge. Key Takeaways Start with First Principles: Focus on creating valuable content that solves real problems for your target audience instead of over-optimizing for algorithms. Product-Led SEO Strategies: Examples like Zapier’s integration pages demonstrate how to use product capabilities to create SEO-friendly content that directly serves customer needs. Evolving Beyond Old Playbooks: Traditional SEO tactics like broad, top-of-funnel guides are becoming less effective due to AI, featured snippets, and increased competition. Branding and SEO Interplay: Personal branding and LinkedIn activity help amplify SEO efforts and build trust signals in a competitive digital landscape. The Nonlinear Nature of SEO: SEO requires patience, with growth often compounding over the years rather than showing immediate returns. Founders should manage expectations accordingly. Scaling and Adapting Over Time: Begin with foundational content and backlinks. Over time, expand into programmatic SEO, personalized clusters, and long-tail permutations as resources grow. Show Links Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena 54:08
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Play Later Play Later Lists Like LikedIn this episode of The Long Game , Alex Birkett talks with Katie Arena, the global marketing and communications leader at Clinch, an omni-channel advertising platform. Katie explains the differences between multi-channel and omni-channel advertising, emphasizing the importance of streamlining ad campaigns, personalizing creative content, and analyzing performance data in a unified way. The conversation touches on the complexities of modern advertising, including audience targeting, decision logic, and optimizing ad spend across platforms. Katie also discusses her views on subtle, well-executed ads, like Nike’s marathon campaigns, and highlights how technology enables efficiency in managing large-scale ad campaigns. Key Takeaways Omni-Channel vs. Multi-Channel Advertising: Multi-channel means operating across platforms, but omni-channel focuses on creating a connected, streamlined experience across all touchpoints with data-driven personalization. Streamlining Creative Development: Clinch's ad-builder helps advertisers efficiently version, optimize, and repurpose ad creatives across multiple channels, saving time and resources. Personalization Drives Results: Effective campaigns use dynamic decision logic to tailor ads to the audience, considering contexts like weather, time of day, or events (e.g., Olympics medal count updates). Combining KPIs and Optimization: While each channel may have unique KPIs, centralizing the analysis helps advertisers identify what resonates most and optimize accordingly. Complex Campaign Management: The fragmented nature of teams (strategy, creative, and media) can cause inefficiencies. Unified platforms bring visibility, better communication, and data-driven decisions. Bold Advertising in a Crowded Space: Successful ads balance subtlety and creativity, resonating with target audiences while occasionally taking risks to stand out, as seen with Nike or Jaguar campaigns. Show Links Visit Clinch Connect with Katie Arena on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM 58:10
58:10 Play Later Play Later Lists Like Liked58:10
Play Later Play Later Lists Like LikedIn this episode of The Long Game Podcast, Alex Birkett and the team discuss critical shifts in SEO and content marketing strategy. They emphasize the importance of moving beyond vanity metrics like traffic and focusing on meaningful business outcomes. Key topics include the concept of North Star KPIs, the dangers of the "traffic trap," and the importance of aligning incentives across teams to achieve shared goals. The conversation highlights how the industry is evolving towards more impactful strategies, offering insights for marketers aiming to drive long-term growth. Key Takeaways The "Traffic Trap" in SEO: Focusing solely on traffic growth can lead to misaligned strategies that fail to deliver meaningful business outcomes like leads or revenue. North Star KPIs and Guardrails: Using a North Star metric that aligns with business goals ensures focus on value-driven outcomes. Guardrail metrics prevent gaming the system at the expense of user experience or quality. Aligning Incentives Across Teams: Misaligned goals within marketing teams, such as prioritizing traffic over conversions, can hinder overall success. Collaboration and shared KPIs can drive better outcomes. Vanity Metrics and Industry Evolution: The shift away from vanity metrics like page views is forcing marketers to prioritize strategies that genuinely impact business performance. The "Burpees" Analogy for Inefficient Marketing: Ineffective strategies are compared to burpees—exhausting but ultimately unproductive. The focus should be on intentional, impactful actions that contribute to long-term goals. A New Era for SEO: The current paradigm shift in SEO provides a once-in-a-lifetime opportunity to build scalable customer acquisition channels based on meaningful strategies. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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The Long Game
1 Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy 50:42
50:42 Play Later Play Later Lists Like Liked50:42
Play Later Play Later Lists Like LikedIn this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems. Key Takeaways Customer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs. Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success. Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes. The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results. Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth. The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations. Show Links Visit Passetto Connect with Chris Walker on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify) , Ryan Law (Animalz) , Dan Shure (Evolving SEO) , Kaleigh Moore (freelancer) , Eric Siu (Clickflow) , Peep Laja (CXL) , Chelsea Castle (Chili Piper) , Tracey Wallace (Klaviyo) , Tim Soulo (Ahrefs) , Ryan McReady (Reforge) , and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient Linkedin: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/…
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