How "Teach First, Sell Second" can help you close more deals ft. Matt Hammel

In this live Brandformance Office Hours episode, Matt Hammel digs into what “teach first, sell second” actually looks like in practice and why education has become one of the most effective growth levers in modern go to market. He breaks down how AirOps uses clear value exchange, genuinely useful content, and systematic reuse to build trust in crowded markets, then connects that approach to how AI search is changing discovery. Along the way, we cover information gain content, why freshness now matters more than volume, when to refresh or prune old posts, and why the teams winning in AEO and GEO are pairing technical systems thinking with real marketing taste.About the guest:Matt Hammel is the co-founder and CEO of AirOps, an end to end platform helping teams win in AI search. He is also a well-known LinkedIn creator with a clear voice on what is changing in SEO, AEO, and content operations. At AirOps, Matt has helped shape a teach-first growth model built around expert led webinars, AirOps University, and first party research, all designed to help marketers stay ahead as organic discovery continues to change.