Episode #17: How AI Is Shaping Marketing- Our Experiences

Episode #17: How AI Is Shaping Marketing- Our Experiences

In this episode, we share our real-world experiences of how AI is shaping modern marketing — and why doing more isn’t delivering better results. AI has changed how buyers discover brands, with generative AI now playing a major role in early-stage research. While this has made it easier to scale activity, we’re seeing many teams struggle as volume replaces focus. Across SEO and PPC, AI is amplifying whatever signals it’s given. Broad targeting, generic content, and weak creative lead to diluted performance. Smaller, more intentional audiences create clearer signals, stronger intent, and better outcomes. We also discuss why being human matters more than ever. As AI-generated content floods feeds and search results, personality, storytelling, and originality are becoming key performance drivers — not distractions. On the paid side, we unpack what AI actually optimises for today and why simpler account structures, better creative inputs, and faster testing cycles are winning. On the organic side, we look at how AI-driven visibility is already delivering fewer clicks but higher-intent conversions - You should see the conversion rates!. This episode is about shifting from scale to focus — and using AI to strengthen relevance, not just increase output. If you’ve ever wondered whether AI is improving your performance or just speeding things up, this one’s for you. 📍 Find us here: Website: https://www.forank.com/ [https://www.forank.com/] YouTube: https://www.youtube.com/@forank-marketing [https://www.youtube.com/@forank-marketing] Zoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/ [https://www.linkedin.com/in/zoeashbridge/] Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ [https://www.linkedin.com/in/leighbuttrey/ ] @Mentions Liam Fallen - https://www.linkedin.com/in/liamfallen/ [https://www.linkedin.com/in/liamfallen/ ] 🎙 Enjoying this episode? Show some love — like, comment, and subscribe to stay updated on future episodes! Interested in sponsoring an episode? Get in touch at marketing@forank.com

Episode #16: Building Small, Relevant Audiences: How To Do It And Why It Matters

Bigger audiences look impressive. Smaller audiences perform better. In this episode, we unpack Building Small, Relevant Audiences to answer one simple question: Why does less targeting often lead to more impact? We explore why chasing scale has become one of the most expensive habits in modern marketing — and how relevance, not reach, is what actually drives results in 2026. What we cover: * Why broad targeting creates wasted spend, weaker signals, and fuzzy results * What “relevance” really means when platforms are more automated and opaque * How to identify the audiences that actually convert — not just click * Ways to build smaller audience groups without limiting growth * How tighter audiences improve performance across SEO, PPC, and creative This episode is about shifting the mindset from more people to the right people — and why that change matters more than ever as costs rise and attention fragments. If you’ve ever asked:“Are we targeting everyone… or just hoping something sticks?” This one’s for you. 📍 Find us here: * Website: https://www.forank.com/ [https://www.forank.com/] * YouTube: https://www.youtube.com/@forank-marketing [https://www.youtube.com/@forank-marketing] * Zoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/ [https://www.linkedin.com/in/zoeashbridge/] * Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ [https://www.linkedin.com/in/leighbuttrey/] 🎙 Enjoying this episode? Show some love — like, comment, and subscribe to stay updated on future episodes! Interested in sponsoring an episode? Get in touch at marketing@forank.com

Episode #15: GA4,GSC, LOOKER - Which Metrics Are Worth Your Time?

Vanity metrics are easy to track. Meaningful metrics are harder to agree on. In this episode, we unpack GA4, GSC, and Looker to answer one simple question: Which metrics are actually worth your time — and which ones are just noise? We break down how teams should really be using Google Analytics 4, Google Search Console, and Looker Studio in 2026 — especially as search becomes more fragmented, AI-driven, and less click-focused. What we cover: * Why sessions, clicks, and rankings don’t tell the full story anymore * The GA4 metrics that do signal real business impact (and the ones to stop obsessing over) * How to use GSC beyond surface-level impressions and average position * When Looker adds clarity — and when it just creates prettier confusion * How to align SEO, PPC, and reporting around outcomes, not dashboards Whether you’re reporting to clients, stakeholders, or your own leadership team, this episode is about measuring what matters — not what’s easiest to export. If you’ve ever asked: “Are we tracking this because it’s important… or just because it’s there?” This one’s for you. 📍Find us here: Website: https://www.forank.com/ [https://www.forank.com/ ] YouTube: https://www.youtube.com/@forank-marketing [https://www.youtube.com/@forank-marketing ] Zoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/ [https://www.linkedin.com/in/zoeashbridge/ ] Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ [https://www.linkedin.com/in/leighbuttrey/ ] Kyle Rushton McGregor: https://krmdigital.uk/blog/ai-in-ga4/ [https://krmdigital.uk/blog/ai-in-ga4/] 🎙 Enjoying this episode?Show some love — like, comment, and subscribe to stay updated on future episodes! Interested in sponsoring an episode? Get in touch at marketing@forank.com

Episode #14: Is Topical Authority Still Worth Chasing In 2026?

In this episode of Forank Marketing, we dig into one of the most debated questions facing modern brands and marketers: is topical authority still worth chasing in 2026 or is it time to rethink how visibility and credibility are built online? Zoe Ashbridge and Leigh Buttrey unpack how the idea of “owning a topic” has evolved, why simply publishing more content is no longer enough, and what actually drives trust, relevance, and long-term growth today. Drawing on real-world experience, they explore what topical authority really means in practice and where many businesses go wrong when trying to build it. The conversation cuts through the noise to look at how audiences discover information now, why depth and consistency matter more than volume, and how brands can stay visible without burning time and budget chasing outdated tactics. We also discuss how smaller brands can compete, what signals genuinely build credibility, and how to think beyond short-term performance when shaping content and marketing strategies. Ideal for: marketers, founders, content strategists, and brand leaders who want to build authority that lasts not just traffic that fades. Topics covered: * What topical authority actually means in 2026 * Why content volume alone no longer creates visibility * The balance between expertise, trust, and discoverability * Common mistakes brands make when “chasing authority” * Practical ways to build relevance without overcomplicating your strategy If you’re questioning whether topical authority is still worth the effort or wondering how to approach it more intelligently this episode offers clarity, perspective, and actionable insight. 📍Find us here: Website: https://www.forank.com/ [https://www.forank.com/] YouTube: https://www.youtube.com/@forank-marketing [https://www.youtube.com/@forank-marketing] Zoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/ [https://www.linkedin.com/in/zoeashbridge/] Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ [https://www.linkedin.com/in/leighbuttrey/] 🎙 Enjoying this episode? Show some love — like, comment, and subscribe to stay updated on future episodes! Interested in sponsoring an episode? Get in touch at marketing@forank.com

Episode #13: AEO/GEO/SEO - What Are They and What Do They Mean?

AEO, GEO, SEO—what do they actually mean, and why should you care? Search is changing fast, and the old rules don’t apply the way they used to. In this episode, we break down SEO (Search Engine Optimisation), AEO (Answer Engine Optimisation), and GEO (Generative Engine Optimisation) what each one is, how they’re different, and how they work together in today’s AI-driven search landscape. Whether you’re a marketer, business owner, content creator, or just trying to keep up with Google, ChatGPT, and beyond, this episode will help you understand how people really find information now—and how to stay visible when they do. 📍Find us here: Website: https://www.forank.com/ [https://www.forank.com/] YouTube: https://www.youtube.com/@forank-marketing [https://www.youtube.com/@forank-marketing] Zoe’s LinkedIn: https://www.linkedin.com/in/zoeashbridge/ [https://www.linkedin.com/in/zoeashbridge/] Leigh’s LinkedIn: https://www.linkedin.com/in/leighbuttrey/ [https://www.linkedin.com/in/leighbuttrey/] 🎙 Enjoying this episode? Show some love — like, comment, and subscribe to stay updated on future episodes! Interested in sponsoring an episode? Get in touch at marketing@forank.com