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Expert Interview | Andy Crestodina

1. Tell me more about yourself and how you got started with marketing.

Step one was to found a little web design and development firm (2001)
Step two was to figure out how to attract clients without an ad budget (also 2001)
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So I needed to learn SEO. And because we were building websites, I also had to learn it to help them drive results. So I've been doing keyword research and writing pages with search in mind since the early days.
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Fast forward to 2007 and the channels and strategies start to combine. Search, social, email and blogging combine into one unified practice called "content marketing" and I was all in. Shortly thereafter, influencer marketing was added to the mix.
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Because my audience has always been marketers, my content has always been how-to-do-marketing. And to differentiate from everyone else, I went deeper into trickier topics: SEO, Analytics, visitor psychology. And because I was successful in these organic channels, I never did figure out how to do paid marketing and it's always been a gap in our topics.
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​2. What's an unignorable marketing trend from the past few months?

We are moving into a low-click-through rate era in digital marketing.
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Google is holding onto it's visitors more than ever before. Featured snippets, "People Also Ask" boxes, videos, ads and knowledge panels have been reducing clickthrough rates for years. Now the "AI overviews" will do an even better job of satisfying searchers. No need to click!
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And AI may begin to replace search entirely. Got a question? Ask your AI app. Prompting is superior to searching in many ways. It's fast, visually clean and spam-free. And if your audience can get the answer in AI, why even write that article in the first place?

The smart content strategist moves into contents and formats that are highly differentiated: new original research and opinionated thought leadership. These are things that AI simply cannot do!

Sharpen Your Writing Skills 📝

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Continued here.

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