Ep. 340
Did you know that for every 18 pages Google scrapes from content publishers today, they now send back just one visit—down from two pages per visit a decade ago?
Kieran dives into the “great content collapse” and what the changing landscape of AI-powered search means for the future of marketing and growth. Learn more on how Google and OpenAI are upending the traditional value exchange of content, why paid advertising costs are set to skyrocket, and what new playbooks marketers need as AI transforms how consumers find information online.
Mentions
Want our AI Search Domination Kit to master AI search? Get it here: https://clickhubspot.com/wpc
Cloudflare https://www.cloudflare.com/
Matthew Prince https://www.linkedin.com/in/mprince/
Claude https://claude.ai/
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
We’re creating our next round of content and want to ensure it tackles the challenges you’re facing at work or in your business.
To understand your biggest challenges we’ve put together a survey and we’d love to hear from you! https://bit.ly/matg-research
Resource
[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip
We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed
YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg
Twitter: https://twitter.com/matgpod
TikTok: https://www.tiktok.com/@matgpod
Join our community https://landing.connect.com/matg
Thank you for tuning into Marketing Against The Grain!
Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934
If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.
We really appreciate your support.
Host Links:
Kipp Bodnar, https://twitter.com/kippbodnar
Kieran Flanagan, https://twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
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14:27
How I Turned Perplexity Labs into a Marketing Machine
Ep. 339
Did you know that Google search traffic is disappearing—and no one is giving us the new marketing playbooks?
Kieran dives into how AI tools like Perplexity Labs are changing the game for marketers, revealing a future where you can create highly personalized campaigns at scale. Learn more on how to segment audiences in powerful new ways, leverage real-time signals from platforms like LinkedIn, and turn AI into your custom marketing team to generate more revenue and outpace the competition.
Mentions
Want our exact prompt that turns AI into a marketing machine? Get it here: https://clickhubspot.com/klc
Perplexity Labs https://www.perplexity.ai/hub/blog/introducing-perplexity-labs
Claude https://claude.ai/
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
We’re creating our next round of content and want to ensure it tackles the challenges you’re facing at work or in your business.
To understand your biggest challenges we’ve put together a survey and we’d love to hear from you! https://bit.ly/matg-research
Resource
[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip
We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed
YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg
Twitter: https://twitter.com/matgpod
TikTok: https://www.tiktok.com/@matgpod
Join our community https://landing.connect.com/matg
Thank you for tuning into Marketing Against The Grain!
Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934
If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.
We really appreciate your support.
Host Links:
Kipp Bodnar, https://twitter.com/kippbodnar
Kieran Flanagan, https://twitter.com/searchbrat ‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
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27:29
These AI Tools Can Make a $50k Ad for $500
Ep. 338
Is AI video ready for primetime—or just a viral fad?
Kipp and Kieran dive into the explosive growth and creative possibilities of AI-generated video, and what it means for businesses and marketers in 2025. Learn more on the latest viral AI video sensations (like cats in the Olympics!), the rapid rise in quality and accessibility of tools like VO3 and Hailuo AI, and how AI is revolutionizing short-form content creation and ad personalization for every business.
Mentions
Want the AI Video Guide? Get it here: https://clickhubspot.com/cko
Perplexity https://www.perplexity.ai/
Hailuoai https://hailuoai.video/
Check out this episode on YouTube: https://www.youtube.com/watch?v=hlj7qIPmLw8
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
We’re creating our next round of content and want to ensure it tackles the challenges you’re facing at work or in your business.
To understand your biggest challenges we’ve put together a survey and we’d love to hear from you! https://bit.ly/matg-research
Resource
[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip
We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed
YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg
Twitter: https://twitter.com/matgpod
TikTok: https://www.tiktok.com/@matgpod
Join our community https://landing.connect.com/matg
Thank you for tuning into Marketing Against The Grain!
Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934
If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.
We really appreciate your support.
Host Links:
Kipp Bodnar, https://twitter.com/kippbodnar
Kieran Flanagan, https://twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
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15:50
Use This Free Tool To Win Traffic From ChatGPT
Ep. 337
There’s a free tool that can help your brand show up more in AI-powered search results!
Kipp dives into the new playbook for winning visibility in ChatGPT, Gemini, Perplexity, and the world of zero-click searches. Learn more on how to build a custom GPT to create AI-optimized content, the unique rules for ranking in AI search engines, and the essential best practices for dominating this next era of search.
Mentions
Want Kipp's Custom GPT for AI SEO? Get it here: https://clickhubspot.com/prn
Perplexity https://www.perplexity.ai/
Claude https://claude.ai/
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
We’re creating our next round of content and want to ensure it tackles the challenges you’re facing at work or in your business.
To understand your biggest challenges we’ve put together a survey and we’d love to hear from you! https://bit.ly/matg-research
Resource
[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip
We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed
YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg
Twitter: https://twitter.com/matgpod
TikTok: https://www.tiktok.com/@matgpod
Join our community https://landing.connect.com/matg
Thank you for tuning into Marketing Against The Grain!
Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934
If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.
We really appreciate your support.
Host Links:
Kipp Bodnar, https://twitter.com/kippbodnar
Kieran Flanagan, https://twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
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14:07
How to Rank #1 in ChatGPT Results (AI SEO Strategy)
Ep. 336
Is your organic traffic vanishing into the AI ether?
Kipp, Kieran, and Aja Frost (Sr. Director of Global Growth at HubSpot), dive into the huge disruption AI-powered search is having on SEO, and exactly how brands should respond if they want to stay visible in a world dominated by LLMs and AI overviews. Learn more on what’s changing in search, why LLM-driven AI search visitors are 4x more valuable than traditional search clicks, and get the playbook for optimizing your content and brand for AI-first discovery.
Mentions
Want to dominate search with AI? Get our guide here: https://clickhubspot.com/qcu
Aja Frost https://x.com/ajavuu
ChatGPT https://chatgpt.com/
Gemini https://gemini.google.com/
XFunnel https://www.xfunnel.ai/
Check out this episode on YouTube: https://www.youtube.com/watch?v=gPKqvn-QS50&t=1411s
Get our guide to build your own Custom GPT: https://clickhubspot.com/customgpt
We’re creating our next round of content and want to ensure it tackles the challenges you’re facing at work or in your business.
To understand your biggest challenges we’ve put together a survey and we’d love to hear from you! https://bit.ly/matg-research
Resource
[Free] Steal our favorite AI Prompts featured on the show! Grab them here: https://clickhubspot.com/aip
We’re on Social Media! Follow us for everyday marketing wisdom straight to your feed
YouTube: https://www.youtube.com/channel/UCGtXqPiNV8YC0GMUzY-EUFg
Twitter: https://twitter.com/matgpod
TikTok: https://www.tiktok.com/@matgpod
Join our community https://landing.connect.com/matg
Thank you for tuning into Marketing Against The Grain!
Don’t forget to hit subscribe and follow us on Apple Podcasts (so you never miss an episode)! https://podcasts.apple.com/us/podcast/marketing-against-the-grain/id1616700934
If you love this show, please leave us a 5-Star Review https://link.chtbl.com/h9_sjBKH and share your favorite episodes with friends.
We really appreciate your support.
Host Links:
Kipp Bodnar, https://twitter.com/kippbodnar
Kieran Flanagan, https://twitter.com/searchbrat
‘Marketing Against The Grain’ is a HubSpot Original Podcast // Brought to you by Hubspot Media // Produced by Darren Clarke.
Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (Hubspot's SVP of Marketing), lead you down the rabbit hole of marketing trends, growth tactics and innovation. On the way you’ll pick up undiscovered strategies to give you that slight edge for success. These are not your typical twitter thread regurgitated marketing tactics that everyone is doing. These are new methods, with unfiltered examination of successful fresh ideas.