『The Long Game』のカバーアート

The Long Game

The Long Game

著者： Allie Decker David Ly Khim Alex Birkett
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概要

 The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.2024 Omniscient Digital, The Long Game マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
エピソード
  • What is Content Engineering?

    What is Content Engineering?
    2026/02/11
    In this episode of The Long Game Podcast, Alex Birkett sits down with Josh Spilker, Head of Search Marketing at AirOps, to explore how content teams are evolving in response to AI, automation, and changing search behavior. Josh draws on his background in SEO, writing, and systems thinking to outline why traditional content marketing models are breaking down and what’s replacing them.They discuss the concept of content engineering, including how workflows, brand context, and AI-assisted processes change the way teams create, refresh, and scale content. The conversation also covers identity shifts for marketers, the growing complexity of search surfaces, and where real differentiation and business value are created as content production becomes easier.Key TakeawaysContent engineering represents a shift from one-off content creation to building systems that manage, update, and scale content across channels. AI lowers the marginal cost of content, but differentiation still comes from strategy, brand context, and human editorial judgment. Modern content teams increasingly separate roles between content strategy and content engineering, even if one person covers both in smaller orgs. The expansion of search surfaces and longer, more contextual queries increases demand for more specific and tailored content. As traffic becomes less reliable as a KPI, teams need to focus more on conversion quality, brand presence, and downstream business impact.Show LinksVisit AirOps on LinkedInConnect with Josh Spilker on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    1 時間 2 分
  • Kitchen Side: AI Search Tactics, Telemetry and Team Structure

    Kitchen Side: AI Search Tactics, Telemetry and Team Structure
    2026/02/04
    In this Kitchen Side episode of The Long Game Podcast, Alex and David are joined by Nick Lafferty from Profound to unpack how teams are navigating AI search visibility amid shifting metrics, attribution challenges, and unclear best practices.They discuss how companies choose which prompts to track, why case studies in AI search are hard to define and share, where brand and citations fit into AI-generated answers, and what organizational bottlenecks are preventing teams from acting on AI search insights.Key TakeawaysPrompt selection matters, but most teams underestimate how much customer language and internal feedback should shape what they track in AI search.AI search case studies are difficult to standardize because visibility depends heavily on prompt framing, attribution models, and competitive sensitivity.Revenue and self-reported attribution remain the most reliable signals as clicks, impressions, and rankings become less dependable.Problem-based prompts frequently surface brand recommendations, even when users don’t explicitly ask for tools or products.Citation share acts as an influence layer, shaping future AI responses even when a brand isn’t directly recommended in the output.Brand-building activities upstream of content can meaningfully impact AI visibility by associating a company with specific problem spaces.AI search ownership is increasingly cross-functional, spanning growth, SEO, PR, comms, and product marketing rather than a single team.Internal resourcing and approval processes are major bottlenecks, especially for off-site efforts like Reddit and YouTube.Show LinksVisit Profound on LinkedInConnect with Nick Lafferty on LinkedInConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    1 時間 14 分
  • Who Owns AI Visibility?

    Who Owns AI Visibility?
    2025/12/24
    In this Kitchen Side episode of The Long Game Podcast, Alex Birkett and the team unpack a question that’s coming up more and more: who actually “owns” being found in AI search—and what AI visibility means for modern marketing teams. They explore why the “AI is killing SEO” debate misses the point, and how AI search is collapsing traditional channel boundaries while changing how buyers discover brands.They also dig into what’s actually being cannibalized (undifferentiated, consensus content), how teams should rethink success metrics as clicks get harder to track, and what the velocity vs. quality debate looks like now—especially as some teams bet on subject-matter depth while others bet on scaled output with AI-assisted production.Key TakeawaysAI isn’t “killing SEO” so much as reducing the value of undifferentiated, consensus content that used to earn easy traffic.Losing traffic doesn’t automatically mean losing business value—teams should validate impact through conversions, leads, and pipeline, not sessions alone.AI visibility is increasingly a composite outcome of everything a company publishes and does (content, comms, brand, product, reviews, community, and customer experience).Measurement is getting harder as discovery shifts to “dark” channels (e.g., AI tools) and attribution breaks—teams may need new proxies and self-reported attribution.“Listicles dominate AI citations” may be partly a prompt and sampling bias problem—inputs strongly shape outputs and visibility reporting can be manipulated.The hardest visibility problem is higher up the funnel: influencing problem-aware searches before buyers even know what category or solution to ask for.Content teams are splitting into different bets: deep, SME-led quality (often from people who’ve done the job) vs. high-velocity production supported by AI.A modern in-house writer role trends toward “jack of all trades” output (research, PR-like writing, CEO comms, etc.), using AI to lower marginal cost without collapsing quality control.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    1 時間 18 分
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