Ep 20: AI, Analytics, and Future-Proof Content Strategy with Andy Crestodina

INTRO:In part two of our conversation with Andy Crestodina, Orbit Media Studios CMO and author of Content Chemistry, Jo Phillip digs into how AI is fundamentally changing search behavior, website analytics, and content creation – and what industrial marketers need to do now to adapt their content strategies.EPISODE HIGHLIGHTS:Creating content for the AI era (2:00 – 5:24) [So we know that most Google searches]Writing content for informational queries is becoming a shrinking gameWhy monitoring AI traffic to your website is essentialAnalytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]Why top-line traffic metrics can be deceivingHow to think about reporting in a changing digital environmentLeveraging AI for content (9:39 – 17:22) [Now, you also, one thing that I really liked]How to create custom GPTs that act as synthetic members of your target audienceUsing AI to identify gaps in your content strategyContent planning for scrappy B2B teamsAI-powered content repurposingAchieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]How to get buy-in for content marketing initiativesWhy executives prefer finite projects over endless programsIntentional, strategic choices for impactStrategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]Focusing ad spend where conversion rates show successCONNECT WITH US:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast CONNECT WITH OUR HOST AND GUEST:Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/Andy Crestodina: https://www.linkedin.com/in/andycrestodina/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.