TEST - LinkedIn Is Quietly Killing Video Reach, and the Data Proves It
Despite LinkedIn's aggressive push into short-form video after a 36% viewership surge in 2024, the data tells a completely different story.
Growth & Strategy
Positioning, demand, customer insight, and long-range growth planning.
TEST - What Is Owned Media, and Why Is It the Only Channel That Compounds
Channels that B2B brands built their growth on are collapsing, and the companies responding by becoming publishers are the ones pulling ahead.
TEST - The AI Search Manifesto: Why Every Company Needs to Become a Publisher or Disappear From the Conversation
The brands that publish will be found. The brands that do not will be described by someone else, or not described at all. This is the complete case, backed by every data point we could find.
TEST - Zoom Has a 'SWAT Team' for ChatGPT Visibility. That Should Tell Every Brand Leader Where This Is Headed.
Zoom's CMO assembled a cross-functional war room to control how AI describes the company. The data behind that decision applies to every brand reading this.
TEST Your Follower Count Stopped Driving Your LinkedIn Reach. The Data Proves It.
Despite a decade of growth advice built entirely on audience size, the latest algorithm data shows follower count barely predicts how any single LinkedIn post performs.
TEST - The Content Distribution Sham: How B2B Companies Are Getting Fleeced by an Industry Built on Arbitrage, Opacity, and Junk Inventory
B2B content distribution has become an arbitrage industry where someone takes a margin at every layer, and most marketers cannot audit where their dollars actually land.
TEST - The Brands That Act Like Publishers Are Going to Win AI Search. Here's the Data.
We have been saying it for months: the way people find information is changing, and the companies best built to win are the ones that publish like media companies.
TEST - Profound Is Betting $96M That Marketing Engineer Is the Next Big Role. Are Orgs Ready to Absorb One?
Every platform shift produces a wave of new job titles. The Marketing Engineer is one worth taking seriously, which is exactly why the org change has to come before the hire.
TEST - The Companies Building LinkedIn-First Newsrooms Are Quietly Winning the New Distribution War
Trade media is collapsing. Google referral traffic is in freefall. And a new class of companies is responding by doing something that would have seemed absurd five years ago: becoming publishers themselves.
TEST - Ramp Is Hiring a Head of Content to Build a Media Brand. That Tells You Everything About Where B2B Is Going.
The $32 billion fintech company does not want a content marketer. It wants a media builder.
TEST - LinkedIn Is Now the Top AI Citation Source for B2B Queries. Individual Profiles Beat Company Pages.
Recently, I wrote about LinkedIn's algorithmic shift away from company pages and why employee voices had become the primary distribution layer for B2B brands.