Joe Zappa

Cumulus Media and Signal Hill Insights released a podcasting report that I found valuable, so I wanted to share part of it. What percentage of podcast consumers watch podcasts vs listen? Only 8% of podcast consumers WATCH podcasts! The other 92% are listening only. However, podcast consumers discover podcasts via YouTube 45% of the time. (That's because it's the world's most intelligent search engine.) The takeaway for podcasters is this: #1. It's highly unlikely that people will ever watch your podcast. #2. If you do produce video, the real benefit is that your podcast will get discovered by more people. (Who will then go to their favorite listening app to tune in.)

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'Tis the season for content audits. 🤶 As well as doing them for clients, I'm also reviewing my own channels. Here's what I learned from posting about #EVs on YouTube in 2025. Since April, I've posted nine longer EV FAQ videos and 50 shorts. Some insights: 1. Long-form did more for my channel than shorts (even though my shorts got almost three times as many views) Shorts brought views, but they didn’t bring people. Every time I uploaded a longer video, I saw growth across impressions, subs, and watch time. Shorts got me views, but they didn't help me build lasting relationships. 2. Evergreen content is still doing the heavy lifting My top-performing video this year (EV FAQ: Is it safe to plug in your electric car every night?) is four years old. That tells me my older topics still answer questions people are searching for, and that my newer uploads need sharper packaging (or more time...) to compete. 3. Editing makes a noticeable difference The videos that kept viewers watching were more intentional with better pacing, editing, and scripting. I worked on adding continuous hooks and lots of b-roll and graphics to keep people engaged. I'm pleased that extra effort made a difference. 4. Real environments performed better than green screen Whenever I filmed in the real world — in a car, at a charger, out and about, or in my office — retention was higher. Videos with a green screen didn't do so well. 5. Strong ideas didn’t land without strong titles and thumbnails A couple of videos I expected to do well just… didn’t. I suspect the content could've been better, but the packaging wasn’t compelling enough to earn a click. Lesson learned. I'm going to spend some time working on the SEO, titles, and thumbnails for those videos to give them a boost next year. This gives me some good action points to improve next year, beyond the usual of 'be more consistent' and 'make more videos'. These reviews have been useful for planning 2026, but they’ve also reinforced how helpful this kind of analysis is for brands. If you want a proper content audit with insights you can act on — not just numbers in a spreadsheet — feel free to drop me a message.

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Some are panicking over what sources LLMs are citing. The “who gets cited” list keeps changing. That can cause companies - and PR and SEO pros - to sweat. We see it 𝘦𝘷𝘦𝘳𝘺𝘸𝘩𝘦𝘳𝘦, as the advice to change your strategy - or in some cases, throw out your playbooks entirely - seems to dominate LinkedIn. But, as Amanda Milligan explains, there’s no cause for alarm. “The goal should be to keep your foundation strong. Google’s own guidance for AI features emphasizes usefulness, experience, clear structure, and trust signals. Those are the same qualities humans respond to and the same signals LLMs can verify.” She also shares tips for keeping up with shifting LLM trends. My favorite? “Ask recent customers one question: “What did you read, watch, or listen to before choosing a tool like ours?” Log their responses and share with the PR and content teams to plan how to achieve earned media in those locations.” Amanda also recommends using SparkToro, a tool I often suggest, to help determine what content your audience is consuming. “AI search will keep shifting. Your fundamentals shouldn’t. Stay focused on building durable authority. Track what matters, earn trust where your audience already looks, and create work worth citing. You’ll stay adaptable no matter what comes next.” Despite the scrambling we see by some, focusing on executing the fundamentals well will 𝘢𝘭𝘸𝘢𝘺𝘴 matter. Be sure to read the article which I’ll share in the comments – and follow Amanda for the best advice that takes SEO, GEO, content and PR into consideration.

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Serious founders don’t ask for PR favors. Early in my career, I watched two types of founders approach PR very differently. One would say: “Can you get me in Forbes?” “Can you introduce me to a journalist?” “Can you do me a quick PR favor?” The other would say: “We’re building something meaningful. We want to shape the narrative correctly. How do we communicate this the right way?” Guess which one built long-term brand equity? PR is not a favor. It’s not a vanity badge. It’s not a logo collection exercise. It’s positioning. Liana Zavo’s work is a perfect example of this distinction. The founders she works with aren’t chasing headlines — they’re building authority. They understand that: • PR builds credibility before you walk into the room • It shortens sales cycles because trust is pre-established • It attracts better talent • It supports fundraising conversations • It creates leverage in partnerships • It defines your narrative before someone else does Serious founders don’t ask, “Can you get me featured?” They ask, “How should we be positioned in the market?” There’s a difference. PR done right isn’t about attention. It’s about alignment — between your vision, your voice, and the market. If you’re considering PR, do it for the right reasons: Not ego. Not optics. Not because a competitor got coverage. Do it because you’re ready to step into thought leadership and own your category. That’s when PR stops being publicity — and starts being strategy. #Founders #StartupGrowth #PublicRelations #BrandBuilding #Entrepreneurship

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Ads can get clicks. Authority gets conversations, trust, and buyers. 🎯 Here are 4 ways founders are building authority faster than ads in 2026 👇 https://lnkd.in/evxZAVnq #AuthorityMarketing #FounderGrowth #PersonalBrand #ThoughtLeadership #BrandStrategy #BusinessGrowth

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So here's one thing about the Profound + LinkedIn citation data no one is talking about. 👇 (Quick context: Eleanor Hawkins at Axios reports that LinkedIn's citations in LLM search queries have doubled since November, and is now a top cited source. Also, for "professional queries," LinkedIn is #1.) Naturally inside Off the Record we're all over this - protecting and promoting our company and exec's brands on LinkedIn is a top skill and business driver for communicators. 💫 But here's the part that has me scratching my head. Eleanor reports: "LinkedIn posts, long-form articles and newsletters account for 35% of all LinkedIn citations within ChatGPT, while profiles are cited 14.5% of the time, according to Profound." So I know comms no likey math but let me pull out that trusty calculator for you: 35% + 14.5% = **49.5%** (which is, of course, less than half). So the content we most think of on LinkedIn - posts, long-form articles, newsletters, and profiles - make us LESS THAN HALF of LLM citations. Why aren't we talking about the majority - the 50.5% - of LinkedIn citations? What's left? Comments? Ads? Docs? Videos? Job Listings? (Assuming LI isn't sharing our DMs with the bots...?) Does anyone know? ¯\_(ツ)_/¯

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Why your ‘corporate speak’ press releases are getting ignored. Nobody cares about your buzzword bingo. Your jargon is a snooze button. Reporters scroll past. Editors yawn. Audiences forget. Here’s why: - “Leveraging synergies” sounds like robot vomit. - “Disruptive innovation” is now a cliché. - “Best-in-class solutions” means nothing. You’re not writing for algorithms. You’re writing for humans. But corporate fluff strips the human out. Real stories hook. Plain language sticks. Authenticity wins. Yet you keep polishing the same empty shell. Want a test? Read your release aloud. If it bores you, it’s dead on arrival. What’s one phrase in your drafts that’s pure filler? Delete it.

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Most people treat a podcast episode like a one-and-done piece of content. They hit publish, post once, and move on. But the real value comes after the episode goes live. Because your audience rarely sees something the first time you post it. Or the second. Sometimes not even the third. So when an episode goes out: Share a couple of short clips. Pull out a strong quote. Tag your guest so their audience sees it too. Talk about one insight from the conversation. Spread it out across the week. You are not repeating yourself. You are giving people more chances to notice you, remember you, and get value from the conversation. That is how your podcast actually builds visibility and trust.

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There are new AI notetakers for advisors popping up seemingly every day now. So why is the one announced yesterday by AdvisorCRM.com notable? A few thoughts: 1️⃣ It's free. Always a good place to start when there's no upsell involved. 2️⃣ A notetaker embedded in a CRM just seems like the most natural place for it to be. Any of the notes and actions you want your notetaker to create should end up in the CRM anyway, so taking out the middleman/integration pain in the ass setup is a solid value-add in my book. 3️⃣ Using Model Context Protocol means data is actually portable instead of locked into one system, and you can *securely* (key word) use it within an AI system you may already be using (like ChatGPT). Very neat. I'm excited about what Ryan Borer, Leibel Sternbach, EA, NSSA, ChFC®, APMA® and their team are building. I'll drop the press release link in the comments if you want to check it out.

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If you're an executive, your reputation is on the line with every piece of content your brand publishes. Professional content creators understand this responsibility. In regulated industries, your content team should employ multiple layers of review, fact-check every detail, verify regulatory compliance, and ensure brand voice consistency across every piece of content they produce. Your content creators should prioritize integrity over speed, to ensure that your firm's expertise is represented accurately and professionally. #cmo

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if you are a good email sender on shared infrastructure you are paying a reputation tax on shared domains and ips, trust is pooled that means: - your engagement props up weaker senders - your clean lists offset someone elses complaints - their bad behavior caps your upside in plain english: bad senders do not earn trust they borrow yours shared infrastructure rewards the worst behavior in the pool the best senders eventually stop sharing credibility not because they have a deliverability problem but because they do not want to subsidize one if you know your metrics are strong and you are still on shared resources it might be time to isolate your reputation if you want to talk through what moving to dedicated looks like without blowing up deliverability feel free to dm me

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If AI could replace content strategists, OpenAI wouldn’t be shelling out $300K+ to hire one. This role isn’t about drafting words. We know that AI can already do that. It’s about shaping narratives, defining voice, and making complex technology approachable to millions. And that’s the real lesson here. AI doesn’t erase the need for communicators. In fact, it makes our ability to guide strategy, nuance, and trust more valuable than ever.

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When two SEO agencies merge, it’s not just about revenue. It’s about people, process, and culture. Tyson Stockton, COO and co-founder of Previsible, recently led the acquisition of Internet Marketing Ninjas. In our latest episode of The Page 2 Podcast, Tyson shares: 🧩 How to blend teams without losing identity 🗺️ Why they kept the Ninja brand intact 📈 What SEO agencies need to evolve in an AI-first world 🤝 And how he's scaling leadership while stepping away from the day-to-day He also opens up about something many leaders don’t admit: the org chart is never done, and adaptability is the real skill in M&A. If you’re leading growth - or even thinking about a merger - this episode is a must-listen. 🎧 https://lnkd.in/e_BYjWnT 📺 https://lnkd.in/ejE5MV8s 💬 What’s one lesson you’ve learned from integrating two teams?

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Not sure why but I’m giving away these 5 subject line formulas that led to client placements in WIRED, TechCrunch, Forbes, NYT, and others: 1. The Transformation Story Formula [FROM STATUS A] + [TO STATUS B] + [NOTABLE DETAIL] Example: - "From College Dropout to Biopharma Multi-millionaire at Age 24" When to use: Human interest stories, profile pitches, and success narratives. 2. The Funding Announcement Formula [LOCATION/DESCRIPTOR] + [COMPANY] + [RAISES $X] + [FOR COMPELLING OUTCOME] Examples: - "SF's Tulip Raises $1.7M Seed to Become World's Largest Egg Donor Search Platform" - "Las Vegas Baby Bottle Company Raises $11M to Keep Up With Overwhelming Demand" When to use: Seed rounds, Series funding, acquisitions, and other financial milestones. 3. The Urgency Formula [URGENCY INDICATOR] + [KEY ENTITY] + [NEWSWORTHY ACTION] + [BRIEF CONTEXT] Examples: - "BREAKING: Neuralink Files Trademark for "TELEPATHY": A Glimpse into a Mind-Controlled Future" - "BREAKING: Sara Blakely's 'SNEEX' Trademark Denied by USPTO" When to use: Breaking news, time-sensitive developments. 4. The Solution Framework [THE/HOW TO] + [SOLUTION/APPROACH] + [THAT ADDRESSES KNOWN CHALLENGE] Examples: - "How to Network When You Can't Meet In Person" - "The Workplace Perk That's Opening Credit Access for Millions" When to use: Service journalism, helpful content, and solution-oriented pitches. 5. The Contrarian Question Formula [WHY/HOW/IS] + [COUNTERINTUITIVE CONCEPT] + [IN CONTEXT OF CONVENTIONAL WISDOM]? Examples: - "Is Your Public Bathroom Hurting Your Profitability?" - "Why Go 'Analog' in an Increasingly 'Digital' World?" When to use: Thought leadership, opinion pieces, and paradigm-challenging ideas. ___ Well, why are you still reading?! Go earn some media!

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Three types of media that need to align now (more than ever): earned, owned, and organic. Earned is the editorial coverage. That's still critical. A mention in Bon Appetit or New York Mag matters. Owned is what you control. Your website copy, your blog content, what you claim your product does. Organic is everything else. Reddit conversations, customer reviews, testimonials. What people say when you're not in the room. AI is checking all three against each other. If your website says your product helps with digestion but there's nothing in your blog backing that up, or Reddit threads say it didn't work, that inconsistency shows up. One or two conflicting reviews can hurt you in ways that didn't matter when search was just blue links.

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Tired of GTM bros and agency founders shaming people for vibe coding their CRM. Here's the reality: if your CRM is already a graveyard of dead leads and broken processes, how much worse can it actually get? Yeah, it might not be the smartest move they've ever made. It also might be. But more importantly, how many times have YOU made a call on a new tool, software, process, or idea that not everyone agreed with? And if your answer is never… you're probably not a founder and definitely not a visionary. Seeing the same thing from engineers right now. "You could never vibe code something as good as what I can build." Of course you're saying that. You're the one who's got the most to lose if it actually works. Should you vibe code your own CRM? I don't know — what's your use case? How big is your team? What are you actually trying to solve? Just go into it knowing that the odds of success is not garaunteed.. but you probably already knew that right? And yes, your CRM agency is going to tell you it's a terrible idea. They're the ones you'd stop paying if it worked out. Just tired of the pretending like there's one right way to do things and everyone else is an idiot for trying something different. There isn't.

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Why “Just get it in TechCrunch” won’t save you A Series A startup came to me recently with a comms strategy that boiled down to: “We need TechCrunch.” It’s not a bad instinct. But here’s the truth: Press isn’t a miracle drug. It’s an amplifier. And if your narrative isn't down? Press just makes that louder. What actually moved the needle for this company was: – Clarifying their positioning (one slide, one sentence) – A founder post that got 35,000 views from the right people – Updating their deck to speak like a builder, not a brochure They got press later. But it wasn’t the goal—it was validation. If you’re chasing coverage without clarity, don’t be surprised when nobody calls. Clean up your message first. The story will follow. Promise!

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