Latest Digital / Social Media Marketing News & Insights

​Presented by Neal Schaffer​

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In this week's newsletter:

• Learn how to redesign workflows end-to-end with AI.
• Putting your employees in front of the camera is the move.
• Optimizing for AI discovery isn't optional anymore.

Hey Reader,

Greetings from Yokohama, Japan! Yes, I'm still here, but next week I'll be back home and in a similar time zone — looking forward to reconnecting with you all in real time!

While in Japan, I had some fascinating conference calls, and they all circled back to the same question: How do you grab — and hold — attention in today's incredibly noisy world?

There's no silver bullet, but the golden rule hasn't changed: be where your audience is, show up as human as possible, and prioritize real, in-person connection whenever you can.

And here's the thing — the backlash against obviously AI-generated content is only growing. You and I both know AI is an incredible assistant, but the people giving it a bad name? They're treating it as a shortcut instead of a tool. That laziness is making their time online less effective, not more. Don't be that person.

Speaking of using AI the right way — I'm hosting a free webinar on February 24 at 9 AM Pacific that I really don't want you to miss:

If you're juggling too many marketing tools and wondering how AI can actually simplify your workflow (instead of adding to the chaos), this one's for you. I'll be joined by Vugar Javadov from Obsera, and we'll dig deep into agentic AI for marketing — plus you'll get a live tour of a brand new platform built to make marketers' lives easier.

​Click here to register — spots are filling up and you won't want to watch the replay when you can ask questions live!

Now on to this week's top news and insights!

Please note: Some links in this newsletter are affiliate links. If you make a purchase through them, I may earn a small commission—at no extra cost to you.

This Week's News

Anthropic Beefs Up Claude's Free Tier As OpenAI Prepares To Stuff Ads Into ChatGPT's - The AI chatbot wars are heating up. As OpenAI rolls ads into ChatGPT's free tier, Anthropic is going the opposite direction—upgrading Claude's free plan with file creation, third-party connectors, teachable skills, and longer conversations. Their tagline? "No ads in sight." For marketers weighing which AI tools to invest time in, this rivalry is reshaping what you get without paying a dime. Engadget​

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ChatGPT Has 12% of Google’s Search Volume But Google Sends 190x More Traffic To Websites - New Ahrefs data reveals a striking gap: ChatGPT now handles about 12% of Google's search volume, yet Google sends 190x more traffic to websites. The reason? ChatGPT's CTR is 96% lower—it keeps users in conversation instead of clicking out. ChatGPT has even surpassed Bing in daily search queries. If AI search keeps growing this way, the implications for website traffic are hard to ignore. Ahrefs​

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Rethinking Workflows In The Age Of AI - Stephen Wunker, author of AI and the Octopus Organization, explains why bolting AI onto existing processes misses the point. The real win? Redesigning golden workflows end-to-end—turning 21 steps into 3. He shares his ABC framework for moving beyond scattered pilots toward true transformation, and why the "super intelligent firm" isn't about superhuman AI—it's about AI making human collaboration smarter. Which workflows would you redesign first? Duct Tape Marketing​

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LinkedIn Shares Tips On How To Optimize Content For AI Chatbots - LinkedIn is now one of the most cited sources by AI chatbots—and they just released a free 17-page guide showing exactly how they did it. The playbook covers how to structure content so AI systems trust and surface it, from paragraph formatting to HTML examples and a handy checklist. With search engine traffic expected to drop 25%, optimizing for AI discovery isn't optional anymore. This guide is a goldmine. Social Media Today​

This Week's Sponsor

​Ready To Grow Your LinkedIn Brand?​

Find top-performing posts in your niche with Taplio to spark ideas that work. Create, edit, and schedule your LinkedIn content with AI—all in one place. Then track your growth and engagement to see what resonates and keep improving.

More News

AEO, GEO, SEO: What's The Best Search Playbook? - AI referral traffic is just 1%—so why bother with Answer Engine Optimization? Pierre DeBois makes the case that SEO vs. AEO is a false choice. AI-referred sessions grew 527% year-over-year, and LLM visitors convert 4.4x better than organic search visitors. His recommended budget split: 70-80% traditional SEO, 20-30% AEO/GEO experimentation. The brands building both capabilities now won't be scrambling later. CMS Wire​

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E-E-A-T Audit: 220+ Markers That Measure Experience, Expertise, Authority, And Trust - Everyone talks about E-E-A-T, but how do you actually measure it? Ahrefs' Despina Gavoyannis built a practical audit checklist with 220+ markers covering your brand foundations, content, key people, off-site signals, and AI search visibility. Each marker maps back to Google's Quality Rater Guidelines—and includes a scoring system modeled after how Google's own raters evaluate sites. A must-bookmark resource if you're serious about search visibility. Ahrefs​

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Employee-Generated Content Is The Next Big Thing For Brands - The #1 thing consumers want from brands in 2026? Human-generated content. Sprout Social shares how their employee influencer program grew from 6 creators to 100—scaling video production 47% year-over-year and driving a 680% increase in video impressions. This isn't theory; it's a proven playbook with five actionable steps. If you've been hesitant to put employees in front of the camera, this will change your mind. Sprout Social​

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LinkedIn Videos: The Complete 2026 Guide To B2B Video Success - Here I share the complete playbook for LinkedIn video in 2026—specs, formats, and the strategies that actually drive engagement. LinkedIn has gone all-in on a TikTok-style video feed, and the algorithm now actively rewards video content. I walk you through everything step by step, from recording on your smartphone to optimizing for maximum reach. What will your first LinkedIn video cover? Neal Schaffer​

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Latest From My Blog

15 Best AI Marketing Agencies Helping Brands Grow In 2026 - I try my best to cut through the hype to help you find an AI marketing agency that actually delivers results—not just buzzwords—in this recent post of mine. With so many agencies slapping an AI label on basic automation, I share the evaluation framework I use with my own Fractional CMO clients to separate real capability from marketing theater. You'll learn the exact questions to ask before signing any contract and how to match the right partner to your specific needs. Neal Schaffer​

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What Is SEO Marketing? 9 Tips To Make It Work For Your Company - Here is my attempt to break down SEO marketing in plain language—what it actually is, how it works, and why it remains one of the highest-ROI investments you can make. With AI reshaping search results and E-E-A-T driving what ranks, the rules have shifted. I share the phased strategy framework I use with my own clients to build lasting organic visibility. Your competitors are already investing—here's how to catch up. Neal Schaffer​