Why LinkedIn Is the Most Underrated Answer Engine Optimisation Channel
LinkedIn has emerged as a top source for large language models, ranking ahead of Wikipedia and YouTube in AI citations, according to SEMrush’s 2026 LinkedIn AI Visibility Study. Long‑form LinkedIn articles account for roughly 50‑66% of all LinkedIn content cited by AI tools, while 95% of cited posts are original rather than reposts. Brands that publish regularly—at least five posts in the past month—can influence how AI describes them, even with modest follower counts around 2,000. Leveraging senior employees as subject‑matter experts amplifies this effect across the organization.
Original Content Doesn’t Begin with an Idea, but with Understanding Audience Behaviour
The article argues that original content should start with audience‑behavior insights, not a pre‑conceived creative spark. It cites AO Originals’ SNAP podcast, which leveraged tennis fans’ love for drama, as a model of behavior‑first thinking. Counterexamples include the wave of...
Thinking of Starting a Video Podcast? Read This First
Spotify’s podcast head Prithi Dey says 2026 is the era of video podcasting, driven by audience demand and higher engagement. Statista reports over 40% of Australian listeners already watch video podcasts, and younger demographics are especially receptive. While video adds...
The AI Illusion: Everyone’s a ‘Copywriter’ Now – and Brands Are Paying for It
AI‑generated copy is now so polished that marketers question the need for human copywriters, prompting cost‑cutting plans across the industry. A Wall Street Journal survey shows 36% of CMOs expect to eliminate copywriting roles within the next two years, while...
The Case for Building Bespoke Creative Tools to Boost Workflows
Marketing teams are under unprecedented pressure to produce more content while proving ROI, navigating fragmented data and brand risk. Although 65% of organizations now use generative AI, most rely on off‑the‑shelf tools that address isolated tasks. The article argues that...
How to Create Content AI Can’t Replicate
Kate Rourke warns that marketers risk disappearing into a sea of AI‑generated sameness unless they prioritize authentic, human‑centric briefs. She notes that most briefs now explicitly request real people and raw, unfiltered moments, because audiences crave unpredictable emotion. By anchoring...
How VetXtend Solves the Local Marketing Scale Conundrum
VetXtend partnered with Taguchi to overhaul its fragmented email marketing process for more than 50 veterinary practices across Australia and beyond. The legacy workflow required manual outreach to each clinic for content approval, creating a scalability bottleneck as the network...
Five Ways Conversational AI Can Turn Your Content Library Into a Customer Experience Engine
Australian firms are rapidly embedding chatbots, co‑pilots and data assistants, yet many content teams see limited ROI. The article argues that the real value lies in repurposing existing content libraries—blogs, FAQs, whitepapers—through conversational AI to create an always‑on knowledge engine....
Your Most Important Customer? The AI Agent
AI‑powered shopping agents are reshaping retail by prioritizing real‑time inventory, price and verified product data over traditional brand awareness. When a consumer asks an agent for the best running shoe under $120 with next‑day delivery, the algorithm evaluates live data...
Content Summit Australia Reminded Me Why I Got Into This Industry
The Content Summit Australia (31 Mar‑1 Apr) broke through typical conference fatigue by delivering immediately actionable insights for content marketers. Speakers emphasized three core themes: distilling brand ideas into a single sentence, leveraging one creative platform for multiple executions, and placing human...
What to Look for and How to Measure Your Brand’s Algorithmic Presence
Brands are increasingly discovered through AI assistants that synthesize digital footprints, shifting the focus from traditional SEO to Generative Engine Optimisation (GEO). Tools like ChatGPT, Gemini and Google AI Overviews now drive the majority of chatbot-to-website referrals, shaping consumer perception...
Why Ecommerce Brands Should Revisit Their Content Generation Frameworks
E‑commerce brands are under pressure to produce vast amounts of product‑focused content across multiple channels, yet many still rely on slow, manual processes. AI‑assisted content systems now enable marketers to transform a single product brief into channel‑ready copy, automate bulk...
Gen Z Doesn’t Hate Your Brand, They Hate Being Talked Down To
Brands that try too hard to mimic Gen Z often backfire, eroding credibility. Successful examples like Tower 28, SULT, and Hinge demonstrate that treating Gen Z as peers, embracing transparency, and leveraging authentic long‑form storytelling resonate better. The article outlines...
Turning B2B Events Into Content Engines
Corporate B2B events are evolving from logistical chores into strategic content engines. Marketers often spend 80 to 200 hours on operational tasks, diverting senior talent from narrative development. By treating logistics as infrastructure and outsourcing execution, companies free creative resources...
Is Your Content Calendar Eroding Customer Trust?
Dr. Anna Harrison argues that traditional content calendars are built on a linear funnel model that assumes audiences progress uniformly, but trust actually develops in asynchronous loops. AI‑generated summaries further destabilize scheduled campaigns by reshaping how users discover content. The...