Ahrefs Podcast

Why does Coca-Cola spend millions on advertising when everyone already knows their brand?Professor Byron Sharp reveals that even the world’s most famous brands face a shocking reality: most of their customers hardly ever buy them. The biggest group of Coke buyers? People who drink it just once a year.Professor Byron Sharp is the Director of the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia. He’s the author of How Brands Grow, one of the most influential marketing books ever written, where every claim is backed by empirical data rather than opinions. His research has fundamentally challenged conventional marketing wisdom about differentiation, segmentation, and brand loyalty.In this conversation, you’ll discover why marketing funnels are “nonsense,” why differentiation is overrated, and how mental availability trumps everything else. Professor Sharp explains why 95% of your potential customers aren’t ready to buy right now—and what that means for your marketing strategy.Here’s what you’ll learn in this episode:00:00 Intro00:44 What is a brand and why does it matter?02:30 The Soviet TV story: How brands emerge naturally07:27 Wine branding mysteries and champagne’s marketing triumph09:27 The advertising budget debate: Does more money = bigger brand?15:30 Why Coca-Cola can’t stop advertising (hint: mental availability)23:56 Physical availability in software: Beyond the app store27:57 Marketing funnels debunked and the 95/5 rule32:44 The truth about differentiation (ask an 8-year-old)38:18 Building distinctive brand assets that stickWe hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to follow the show, leave a rating, and tell a friend.Where to find Professor Byron Sharp:LinkedIn: https://www.linkedin.com/in/byron-sharp-53545119/X: @ProfByronhttps://marketingscience.info/learn-with-us/learning-opportunities/how-brands-grow-live-for-executiveshttps://marketingscience.info/news-and-insights/brand-purposeare-consumers-aware-to-carehttps://marketingscience.info/learn-with-us/booksWhere to find Tim:LinkedIn: https://www.linkedin.com/in/timsoulo/X: @timsouloWebsite: https://www.timsoulo.com/Referenced:• How Brands Grow by Byron Sharp• Alchemy by Rory Sutherland• Ehrenberg-Bass Institute: https://www.marketingscience.info/• Ahrefs: https://ahrefs.com#Branding #MarketingScience #AhrefsPodcast

If you want your brand to show up in ChatGPT, do you follow the same rules as ranking in Google—or is it a completely different game?To settle the debate, we brought in Patrick Stox, one of the most experienced SEO professionals in the industry. Patrick’s been tracking the rise of “Answer Engine Optimization” (AEO) and has strong opinions about the advice new experts are spreading.In this episode, we dive deep into how AI chatbots pull information, how to get your brand mentioned by them, and why AEO might not be as new as it sounds.Here’s what you’ll learn:(00:00) Intro(02:05) Do AI bots render JavaScript? The surprising answer(04:20) To get cited by AI, should your content be the same or different?(10:18) How Large Language Models (LLMs) actually work(15:10) The most important AEO tactic isn’t SEO—it’s this(20:00) Actionable tactics to control what AI says about you(26:20) Why a Korean search query might cite an English page(29:39) AEO is bringing desktop optimization back—here’s why(32:00) How to repurpose content for maximum AEO impact(36:20) Why YouTube is a bigger opportunity than ChatGPT today(41:20) Using communities, PR, and affiliates to shape your AI narrative(44:10) The big secret: Answer Engine Optimization is just good marketingConnect with Patrick:X: @patrickstoxLinkedIn: patrickstoxConnect with Tim:X: @timsouloLinkedIn: timsouloWebsite: timsoulo.com

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

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

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

Is AI replacing marketers, or just helping bad marketers move faster?In this episode, we're joined by Eric Siu, founder of Single Grain, host of ⁨@LevelingUpOfficial⁩ , and advisor to some of the biggest SaaS companies, to debate how AI is changing marketing right now.Eric breaks down the AI workflows his agency uses to cut content production time by 90%, including how they generated 21 blog posts in 30 minutes. But it’s not magic. We dive into where AI works, where it still fails, and why human editors are still a critical part of the process.We discuss: 00:00 Intro00:57 Growing an Agency in an AI World05:23 What Can AI Actually Be Used for Right Now? 09:30 21 Blog Posts in 30 Minutes: Real or Slop?13:11 The Role of Human Editors in AI Content15:52 AI Tools Reshaping Marketing23:54 Agency Value in the Age of AI30:25 AI for Scheduling, Note-Taking, and Automation44:03 Gamifying SOPs with AI46:57 One-Click Internal Linking50:53 The Personal Brand Machine (And How AI Supercharges It)58:50 AI-Powered LinkedIn Ads & ABM01:08:07 OutroWe hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). ⸻Where to find Eric:LinkedIn: https://www.linkedin.com/in/ericosiu/X: @ericosiuWebsites: https://www.singlegrain.com/https://karrot.ai/https://www.levelingup.com/Where to find Tim:LinkedIn: (https://www.linkedin.com/in/timsoulo/)X: @timsouloWebsite: https://www.timsoulo.com/👥 People Mentioned• Neil Patel – Co-founder of NP Digital, marketing influencer, frequent collaborator with EricLinkedIn: https://www.linkedin.com/in/neilkpatelWebsite: https://neilpatel.com• Gael Breton – Co-founder of Authority Hacker, SEO educatorLinkedIn: https://www.linkedin.com/in/gael-breton-762b1515Website: https://www.authorityhacker.com• Nathan Barry – Founder of ConvertKit (now Kit), previous podcast guestLinkedIn: https://www.linkedin.com/in/nathanbarryWebsite: https://nathanbarry.com• Dmitry Gerasimenko – Founder & CEO of AhrefsLinkedIn: https://www.linkedin.com/in/gerasimenko⸻🏢 Companies & Tools Referenced• Single Grain – Digital marketing agency founded by Eric SiuWebsite: https://www.singlegrain.com• Ahrefs – SEO and marketing intelligence platformWebsite: https://ahrefs.com• NP Digital – Marketing agency co-founded by Neil PatelWebsite: https://npdigital.com• Authority Hacker – SEO and content marketing educationWebsite: https://www.authorityhacker.com• Lindy.ai – AI agent tool for task automation, including recruitingWebsite: https://lindy.ai• Manos – AI-powered recruiting automation (referenced)Website: https://manos.so• Reclaim.ai – Smart calendar management for scheduling and productivityWebsite: https://reclaim.ai• Hawie.ai – AI meeting scheduling assistantWebsite: https://hawie.ai• Granola – AI note-taking toolWebsite: https://granola.so• Gong – Sales intelligence and meeting recording toolWebsite: https://www.gong.io• Overlap – AI video clipping for short-form contentWebsite: https://www.overlap.so• Opus Clip – AI video clipping tool for podcasts and YouTubeWebsite: https://www.opus.pro• Descript – AI-powered video editing toolWebsite: https://www.descript.com• Bannerbear – Automated image and video generation (used for OG images)Website: https://www.bannerbear.com⸻📚 Books & Ideas Referenced• “Who’s Got the Monkey?” – Harvard Business Review article on delegationRead it: https://hbr.org/1974/11/management-time-whos-got-the-monkey