BrandWorks
Brands that matter are built, not broadcast.
The SEO Playbook You Perfected in 2019 Is Now Getting You Penalized
Your 2019 SEO playbook isn't just outdated—it's actively getting you penalized. With AI Overviews now appearing in 48% of Google searches and organic click-through rates collapsing by 61%, the game has fundamentally changed. The brands winning aren't optimizing for keywords anymore; they're optimizing to become the answer AI systems can't help but cite.
Make brand spend CFO-proof with incrementality, not attribution
A CFO-ready way to fund brand marketing in B2B SaaS: run an incrementality lift test with holdouts, leading indicators, guardrails, and stop-losses.
LinkedIn Conversation Ads: The One Constraint That Should Decide When You Use Sponsored Messaging (Ep. 145)
A practical 2026 decision rule for LinkedIn Conversation Ads: when Sponsored Messaging is worth the cost, how to run it this week, and what to measure.
The Convenience Trap: Why "Proven" Channels Are the Riskiest Bet in 2026
When budgets tighten, executives retreat to "proven" channels – but that comfort is more expensive than ever. While 74% of marketing leaders rate their channel performance as merely moderate, the real trap isn't experimentation – it's optimizing for comfort instead of outcomes.
What B2B Marketers Can Learn from Amanda Beil's Cross-Functional SEO Approach
The marketers who actually move pipeline refuse to stay in their lane – they understand how their work connects to revenue. Amanda Beil's cross-functional SEO approach shows why the future belongs to operators who can bridge technical depth with commercial fluency.
Nicole Franco and the New Rules of Digital PR: Why AI-Driven Visibility Is the CMO's Next Obsession
Nicole Franco is rewriting the rules of digital PR by blending AI workflows with earned media strategy – and it's becoming essential for B2B marketing executives. Her approach to treating PR, SEO, and AI search as interconnected systems offers a preview of where marketing is heading in 2026.
Google Discover: The Traffic Channel You're Probably Ignoring (And Shouldn't Be)
Google Discover now accounts for 67.5% of publisher traffic, yet most B2B marketers are still treating it like an afterthought. Here's why that's a massive mistake and what actually works in the algorithmic revolution reshaping content discovery.
For Inclusive Content, Think 'We,' Not 'He' and 'She'
If your content is still defaulting to "he" and "she" like it's 1995, you're not just behind the times – you're actively telling a chunk of your audience that they don't exist. This isn't about being "woke" – it's about basic marketing math that could be costing you 80% of your audience.
Finding Your B2B SEO Agency: A CMO's Guide to Cutting Through the Noise
Hiring a B2B SEO agency in 2026 is like dating in your forties—you know the red flags and you're done wasting time on partners who promise hockey-stick traffic but can't connect SEO to actual pipeline. Here's how to find an agency that speaks your language: revenue, CAC efficiency, and deals closed.