The 3 Types of EGC Every Brand Should Be Using | Melissa Laurie (Oysterly Media)
Employee-generated content isn’t just a trend — it’s the future of marketing.In this episode of the Ahrefs Podcast, we dive deep into the world of Employee Generated Content (EGC) and short-form social video with Melissa Laurie, founder and CEO of Oysterly Media.Discover why authentic, employee-created video content published on brand channels is quickly becoming essential for companies that want to stand out. Melissa explains how to do EGC right — and why audiences are craving genuine interactions over polished ads.She breaks down the powerful “Triple A Effect” of EGC:Attracting top talent,Retaining engaged staff,And accelerating sales with real product showcases.You’ll hear why Gen Z doesn’t magically know how to make great social content, how to structure a video that hooks attention in seconds, and why even the Singapore Police Force is jumping on the trend.Melissa shares real-world frameworks, production tips, and success stories from companies like Hilton and Microsoft.In this episode:(00:00) Intro(01:57) What is Employee-Generated Content (EGC)?(03:32) Posting from employee accounts vs company accounts(09:27) Using EGC to help with employee disengagement and recruiting(15:35) Examples of successful Day in the Life videos(21:00) Frameworks for EGC videos(31:59) Does trend-jumping work for companies?(35:36) Misconceptions about EGC(41:26) Hacks for making solid short-form videos(48:00) Consulting vs outsourcing for social media content(50:13) The ROI of short-form video for businesses(55:42) Making the shift from sales to social media(58:15) OutroWe hope you enjoyed this episode of the Ahrefs Podcast!Be sure to like, subscribe — and tell a friend.Where to find Melissa:LinkedIn: Melissa LaurieWebsite: oysterlymedia.comWhere to find Tim:LinkedIn: Tim SouloX: @timsouloWebsite: timsoulo.com
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Google Will Kill Your Traffic - Here's How You Adapt | Kevin Indig (Growth Memo)
AI Overviews are changing search — but not in the way Google wants you to think.In this episode of the Ahrefs Podcast, Tim Soulo sits down with Kevin Indig to discuss the real impact of AI on search behavior, website traffic, and SEO strategy.Kevin analyzed over 5 billion search visits and found that while people are searching more often, they’re spending less time per session — and zero-click searches are on the rise.But this isn’t just about traffic.Kevin argues that SEO isn’t dying — it’s just entering a new investment cycle. The smartest companies are already shifting resources toward AI visibility, building tools, and rethinking how they show up in ChatGPT and beyond.In this episode:(00:00) Intro(02:39) How is search changing?(06:20) Revenue vs traffic(10:30) How AI Overviews are changing(13:46) Join Kevin at Ahrefs Evolve(14:23) How to show up in AI Overviews (and is it even useful?)(20:10) AI Overview volatility(26:02) Queries vs prompts(31:11) External validation: the key to ranking on AI Overviews(35:13) Is SEO dead?(42:50) Ranking in AI Overviews vs ChatGPT(49:18) What you should be optimizing with AI(01:05:42) Vibe coding in action(01:07:21) OutroWe hope you enjoyed this episode of the Ahrefs Podcast!Be sure to like, subscribe — and tell a friend.Where to find Kevin:LinkedIn: Kevin IndigX: @Kevin_IndigWebsite: mkt1.coWhere to find Tim:LinkedIn: Tim SouloX: @timsouloWebsite: timsoulo.comReferenced in this episode👤 PeopleDmitry GerasimenkoRyan LawRand FishkinEric Siu🏢 Companies & BrandsAhrefsGoogleOpenAISimilarwebChatGPTRamp🛠️ Tools / PlatformsClaudeHumata AIAirOpsv0 by VercelCursorRelevance AI📚 Frameworks & ConceptsAI Overviews (Google SGE)Vibe CodingZero-Click SearchesFirst Mover AdvantageInformation Gain (SEO Strategy)#SEO #GoogleAI #AIOverviews #AhrefsPodcast #KevinIndig #SearchMarketing #DigitalMarketing #AIContent #LLMSearch #ZeroClickSearches #ContentStrategy #AIinMarketing #VibeCoding #MarketingAutomation #aiseo
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1:07:52
Inbound Is Changing — Here’s What You Do Instead | Emily Kramer (MKT1)
Emily Kramer (Founder of MKT1 and the Dear Marketers podcast) has led marketing teams at Asana, Carta, and Astro (acquired by Slack).After working in-house, she became an advisor, consulting with B2B startup founders on marketing approaches across growth stages, audiences, and GTM motions.She’s seen it all.We chatted about positioning fundamentals, product vs. content marketing, the growing founder-influencer trend, and her personally coined Fuel and Engine Framework that identifies which part of a broken marketing machine needs fixing.In this episode:(00:00) Intro(01:38) How Will AI Change Startup Marketing and Advising?(07:53) The First Steps to Startup Marketing(14:56) Join Emily at Ahrefs Evolve(15:35) The 12 Marketing Advantages Framework(16:43) Getting Your Messaging and Positioning Right(22:40) The Fuel and Engine Framework(28:59) The 30% Juice Rule for Startups (DEBUNKED)(34:57) The Difference Between Product Marketing and Content Marketing(40:11) Examples of Ultra-Successful Campaigns & Measuring the ROI(49:13) Category Creation vs Roles(51:28) The Rise of Ecosystem Marketing(59:34) Is SEO Dying?(01:01:21) Founders as Influencers(01:07:57) The Shortcut to Building Brand Influence(01:14:10) OutroWe hope you enjoyed this episode of the Ahrefs Podcast! As always, be sure to like, subscribe, and tell a friend.—Where to find Emily:LinkedIn: https://www.linkedin.com/in/emilykramer/Website: https://www.mkt1.co/Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: https://x.com/timsouloWebsite: https://www.timsoulo.com/—Referenced in this episode:👤 People:Dave Fallarme – https://www.linkedin.com/in/dfallarme/April Dunford – https://aprildunford.com/Dustin Moskovitz – https://en.wikipedia.org/wiki/Dustin_MoskovitzRyan Law – https://www.linkedin.com/in/thinkingslow/Dmitry Gerasimenko – https://www.linkedin.com/in/dmytrogerasymenko/🏢 Companies & Brands:Owner – https://owner.com/Carta – https://carta.com/Airbnb – https://www.airbnb.com/Clay – https://www.clay.com/Asana – https://asana.com/Facebook – https://www.facebook.com/Twitter – https://twitter.com/Substack – https://substack.com/🛠️ Tools / Platforms:ChatGPT – https://chat.openai.com/LinkedIn – https://www.linkedin.com/Reddit – https://www.reddit.com/TikTok – https://www.tiktok.com/Google – https://www.google.com/📚 Frameworks & Concepts:Fuel & Engine Framework – https://mkt1.substack.com/p/fuel-engineMarketing Advantages – https://newsletter.mkt1.co/p/find-and-accelerate-your-marketingPercent Juice Rule – https://newsletter.mkt1.co/p/high-impact-contentCategory Creation vs Design – https://www.aprildunford.com/post/dont-let-customers-decide-what-your-product-isEcosystem Marketing – https://newsletter.mkt1.co/p/ecosystem-marketingBusiness Potential – https://blog.timsoulo.com/business-potential-the-most-important-metric-in-content-marketing/🌐 Other:Hashtag Angels – https://www.hashtagangels.com/—#StartupMarketing #MarketingStrategy #EmilyKramer #Ahrefs #B2BMarketing #ContentMarketing #FuelAndEngine #EcosystemMarketing #PersonalBrand #MKT1
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1:14:41
AI Writing at Scale: Ahrefs’ Step-by-Step Workflow | Ryan Law (Ahrefs)
Tim Soulo posted on LinkedIn asking if anyone wanted the full breakdown of the publishing process behind Ahrefs’ AI-written articles that actually ranked. Over 400 people commented “do it.”This episode is the result.Ryan Law, Director of Content Marketing at Ahrefs, walks Tim through the entire AI content workflow he built — from crafting detailed briefs to editing hallucinated links.It’s not a “push-button” prompt. It’s a repeatable system that combines ChatGPT with real editorial oversight.And the results are nearly indistinguishable from human-written content.You’ll hear how Ryan builds outlines, adds expert-level insight, handles internal linking, and avoids the usual AI traps.If you’re serious about using AI in your content strategy — and not just experimenting — this is the episode to watch.LinkedIn post:https://www.linkedin.com/posts/timsoulo_we-built-a-10-step-process-to-create-ai-generated-activity-7348327597769953283-mpQWIn this episode:(00:00) Why We Made This Episode(01:03) How We Know This Workflow Works(02:05) The Basic Setup in ChatGPT (Foundational Instruction Files)(05:45) Setting up the Content Brief(14:19) Join Ryan at Ahrefs Evolve(16:03) Generating a Solid Outline(19:36) Improving AI Output(27:05) The Importance of Human Review(29:33) Polishing the Formatting(30:43) A Closer Look at the 7 Foundational Documents(44:01) Outro–––Where to find Ryan:LinkedIn: https://www.linkedin.com/in/thinkingslow/X: @thinking_slowWebsite: https://ryanlaw.me/Where to find Tim:LinkedIn: (https://www.linkedin.com/in/timsoulo/)X: @timsouloWebsite: https://www.timsoulo.com/–––Referenced in this episode👤 PeopleRyan Lawhttps://www.linkedin.com/in/thinkingslow/Andrej Karpathyhttps://karpathy.ai/Barbara Mintohttps://barbaraminto.com/Gary Provosthttps://en.wikipedia.org/wiki/Gary_ProvostPatrick Stoxhttps://www.linkedin.com/in/patrickstox/⸻🏢 Companies & BrandsAhrefshttps://ahrefs.com/Googlehttps://www.google.com/Teslahttps://www.tesla.com/McKinsey & Companyhttps://www.mckinsey.com/⸻🛠️ Tools / PlatformsChatGPThttps://chat.openai.com/WordPresshttps://wordpress.org/Claudehttps://www.anthropic.com/product/claudeReplithttps://replit.com/Google Docshttps://docs.google.com/LinkedInhttps://www.linkedin.com/GitHubhttps://github.com/⸻📚 Frameworks & ConceptsPAS Formula (Problem–Agitate–Solution)https://beomniscient.com/blog/pas-copywriting/MECE Principle (Mutually Exclusive, Collectively Exhaustive)https://en.wikipedia.org/wiki/MECE_principlePyramid Principlehttps://www.amazon.fr/Pyramid-Principle-Logic-Writing-Thinking/dp/0273710516Information Gain (SEO & Content Strategy)https://www.clearscope.io/blog/information-gain-seo–––#AIContent#ContentMarketing#SEOStrategy#ChatGPT#Ahrefs#AIWorkflow#ContentCreation#DigitalMarketing#AIforSEO#AhrefsPodcast
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If Your Marketing Isn't Bold Enough AI WILL Replace You | Mark Schaefer (Audacious)
Is your marketing stuck in “competent” mode?In a world where AI can generate endless content, being good isn’t good enough anymore.In this episode, Tim Soulo sits down with best-selling author and marketing futurist Mark Schaefer to unpack why most marketing feels flat — and how to fix it. Drawing from his book Audacious, Mark makes the case for out-humaning the machines: creating content that’s emotional, unexpected, and deeply memorable.You’ll learn:Why the real threat to your brand isn’t AI — it’s being boringHow concepts like the handicap principle and pratfall effect make content feel more realWhat a $1,500 pig can teach you about word-of-mouth marketingWhy Liquid Death isn’t selling water — they’re selling marketingHow to measure the ROI of audacity in a spreadsheet-driven worldIf your brand is playing it safe, this conversation will push you to think bigger, bolder, and more human.Chapters:(00:00) Intro(03:06) The Concept of Audacious Marketing(08:52) How to Out-Human the Machines(11:39) Join Ahrefs Evolve(12:18) Using AI in Marketing(21:12) How a $1500 Pig Became a Marketing Sensation(30:47) Breaking Bad Rules for Good Reasons(37:12) Creating Awe to Break the Pandemic of Dull(48:31) Using Controversy and Stunts to Create Awareness(55:28) How Liquid Death Disrupted a Boring Industry Through Marketing(01:05:15) Buying a Product vs Buying a Brand(01:13:27) Measuring the Impact of Audacious Marketing(01:21:01) OutroWhere to find Mark:LinkedIn: https://www.linkedin.com/in/chrisclickup/Website: https://clickup.com/Where to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: https://twitter.com/timsouloWebsite: https://www.timsoulo.com/Referenced in this episode:👤 PeopleMichael Krivica — https://www.linkedin.com/in/michaelkrivica/Dacher Keltner — https://www.linkedin.com/in/dacherkeltner/Peter Drucker — https://en.wikipedia.org/wiki/Peter_DruckerPhilip Kotler — https://www.linkedin.com/in/philipkotler/Patrick Campbell — https://www.linkedin.com/in/patrickccampbell/Jonah Berger — https://www.linkedin.com/in/jonahberger/Bill Gates — https://www.linkedin.com/in/billgates/Mike Cessario (Liquid Death Founder) — https://www.linkedin.com/in/mikecessario/Stix Nielsen (ex-Liquid Death CMO) — https://www.linkedin.com/in/stixnielsen/🏢 Companies & BrandsAhrefs — https://ahrefs.com/Coca-Cola — https://www.coca-colacompany.com/Netflix — https://www.netflix.com/Liquid Death — https://liquiddeath.com/Pepsi — https://www.pepsico.com/Powerade — https://www.powerade.com/Gatorade — https://www.gatorade.com/Elf Cosmetics — https://www.elfcosmetics.com/Roblox — https://www.roblox.com/monday.com — https://monday.com/ClickUp — https://clickup.com/Asana — https://asana.com/BMW — https://www.bmw.com/Audi — https://www.audi.com/Mercedes — https://www.mercedes-benz.com/ProfitWell — https://www.profitwell.com/Mischief Agency — https://www.mischiefusa.com/Taboo — https://www.taboo.com.au/📚 BooksAudacious by Mark Schaefer — https://www.amazon.com/Audacious-Marketing-Humans-Machines-Dominate/dp/1119904791Contagious: Why Things Catch On by Jonah Berger — https://www.amazon.com/Contagious-Things-Catch-Jonah-Berger/dp/1451686579Awe: The New Science of Everyday Wonder and How It Can Transform Your Life by Dacher Keltner — https://www.amazon.com/Awe-Science-Everyday-Wonder-Transform/dp/1982172820📚 Concepts & FrameworksHandicap Principle — https://en.wikipedia.org/wiki/Handicap_principlePratfall Effect — https://en.wikipedia.org/wiki/Pratfall_effectSocial Objects — https://en.wikipedia.org/wiki/Social_objectCollective Effervescence — https://en.wikipedia.org/wiki/Collective_effervescenceFour P’s of Marketing — https://www.investopedia.com/terms/f/four-ps-of-marketing.asp🎬 EventsSouth by Southwest (SXSW) — https://www.sxsw.com/Ahrefs Evolve Conference — https://ahrefs.com/evolve
This isn’t your typical marketing fluff. It’s real, unscripted conversations with sharp founders, CMOs, and operators who’ve actually built something. Hosted by Ahrefs’ CMO Tim Soulo, who’s not afraid to challenge guests or call BS, you’ll get deep dives into the stuff that actually moves the needle: positioning, growth, hiring, branding, mistakes, wins, and what it really takes to grow a business.
Think of it as a free consulting session every other week… that just happens to be recorded.
Ireland