Ahrefs Podcast

Ryan Law, Director of Content Marketing at Ahrefs, shares insights on a systematic workflow that merges AI with human editorial oversight for creating high-ranking blog content. He explains the importance of crafting detailed briefs and outlines while ensuring quality through rigorous human review. Ryan discusses integrating AI tools for effective content generation and the balance between automation and oversight. The conversation highlights how this approach produces content nearly indistinguishable from human writing, making AI a powerful ally in content strategy.

Mark Schaefer, a marketing futurist and author of 'Audacious,' shares insights on why boring marketing is the real threat in an AI-dominated world. He emphasizes the importance of being bold and human in content creation, using concepts like the handicap principle to show how authenticity resonates more than perfection. Schaefer also highlights extraordinary examples, like a $1,500 pig as a marketing tool, and discusses how brands like Liquid Death have changed the game by prioritizing memorable experiences over traditional selling. This conversation is a push for marketers to think audaciously.

Chris Cunningham, a founding member of ClickUp, shares his expertise in crafting a social media strategy that garners an impressive 150 million monthly impressions. He reveals the power of humor in B2B marketing and discusses innovative hiring practices, like recruiting LA actors for content creation. Chris introduces his unique Trial Reels technique for testing content effectiveness and shares insights on balancing entertainment with product promotions, ultimately breaking conventional marketing norms to create engaging and relatable brand content.

Eric Siu, founder of Single Grain and host of the Leveling Up podcast, dives into how AI is reshaping marketing strategies. He reveals how his agency produces 21 blog posts in just 30 minutes, highlighting the efficiency gained without sacrificing quality. The conversation tackles the critical role human editors play and discusses the balance of AI and human creativity. Siu also explores gamifying marketing processes and shares insights on targeted advertising strategies for platforms like LinkedIn, illustrating the future of marketing in an AI-driven world.

Adam Robinson, Founder and CEO of Retention.com and RB2B, reveals how to transform LinkedIn into a powerful customer acquisition tool without spending on ads. He discusses the art of building a personal brand and authentic storytelling, emphasizing the importance of engaging content. Learn practical tips for growing your LinkedIn audience, crafting captivating posts, and leveraging video to create emotional connections. Robinson also highlights the balance between AI and human creativity in content generation, showcasing effective strategies for impactful engagement.

Nathan Barry (founder of Kit, formerly ConvertKit) joins Tim Soulo to break down one of the boldest rebrands in SaaS, and why it wasn’t just a logo change, but a complete overhaul of identity, voice, and vision.We talk:• Why they spent $260K with a top agency (and what they actually got)• How to design word-of-mouth marketing that actually works• Using AI to scale brand consistency• The Minimum Viable Personal Brand for founders• Building creator flywheels instead of chasing funnels• What Kit learned from celebrity newsletters (Tom Brady, Dua Lipa, McConaughey…)If you care about brand, growth, or building in public, this is the episode to watch.00:00 - Intro00:54 - Why spend $360K for a rebrand? 06:14 - Using AI to stay on brand10:28 - Acquiring a three-letter domain16:05 - Business decisions beyond immediate profit 21:26 - Turning a rebrand into a marketing flywheel26:06 - You can’t script word of mouth. But you can feed it32:56 - Customers as marketing assets42:30 - Funnels vs flywheels and landing celebrity clients53:45 - Delegating like a CEO (but still showing up)1:00:32 - OutroWe hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend). Where to find Nathan:LinkedIn: https://www.linkedin.com/in/nathanbarry/X: @nathanbarryWebsite: https://kit.com/Where to find Tim:LinkedIn: (https://www.linkedin.com/in/timsoulo/)X: @timsouloWebsite: https://www.timsoulo.com/_______________Referenced in this episode:🔹 PeopleTom Brady — Referenced in relation to Kit newsletter visibilityhttps://www.instagram.com/tombrady/Patrick Campbell — Founder of ProfitWell (acquired by Paddle)https://www.linkedin.com/in/patrickccampbell/https://twitter.com/pattycDua Lipa — Musician and creator, newsletter launched via Kithttps://www.instagram.com/dualipa/⸻🔹 Companies / Products / PlatformsKit — Formerly ConvertKit, platform for professional creatorshttps://kit.com/Koto — Design agency behind Kit’s $260K rebrandhttps://koto.studio/Ahrefs — All-in-one SEO and marketing platformhttps://ahrefs.com/ProfitWell — Subscription analytics and retention toolhttps://www.profitwell.com/Paddle — SaaS payment infrastructure company (acquired ProfitWell)https://www.paddle.com/Creator Network — Kit’s recommendation and newsletter growth enginehttps://kit.com/features/creator-network⸻🔹 Books / Concepts“Do Things That Don’t Scale” — Paul Graham (essay from Y Combinator)https://www.paulgraham.com/ds.htmlAhrefs PodcastHost: Tim SouloPodcast Producer: Michelle LindnerIntro Storyboard: Michelle LindnerIntro Video Lead: George DolgikhIntro Video Animations: Ilya YakymchuckFilmed at: Content HQ, Miami #branding #rebranding #marketing #emailmarketing #Kit #ConvertKit #domainnames #customerengagement #storytelling #businessstrategy #marketingstrategies #creatorplatforms #abtesting #directsales #networkeffects #teamprocesses #founderpassion

Gael Breton, founder of Authority Hacker and marketing automation expert, shares his pragmatic approach to leveraging AI in marketing. He discusses how to utilize Gemini for B2B opportunities and the importance of quality content even with AI advancements. Breton explores auto-generating podcasts, indexing video content with NotebookLM, and refining newsletters through AI workflows. He emphasizes keeping content authentic and offers insights on using AI for SEO tasks, making automation smarter and more effective.

Amos Bar-Joseph, founder of Swan AI, shares insights into how autonomous business solutions can help companies scale without increasing headcount. He discusses the shift from automation to augmentation, emphasizing AI's role in enhancing customer support and onboarding. Amos reveals how AI can transform lead management through proactive engagement and real-time responses. He also tackles the challenges AI faces in web design and the vital importance of brand and user experience in today's competitive landscape.

Joe Glover, creator of The Marketing Meetup, shares his journey in building a 50,000+ member community with a focus on human connections. He emphasizes that community isn't a sales channel but rather a culture that thrives on authenticity and emotional bonds. Glover discusses the importance of storytelling in marketing and the unique elements that make events successful. He also reflects on the challenges of member engagement and the necessity of shared leadership in sustaining community participation.

Louis Grenier, the unapologetic founder of Stand The F*ck Out and host of Everyone Hates Marketers, offers radical insights into standing out in a sea of sameness. He discusses the pitfalls of typical branding efforts and unveils a four-step process to achieve unique positioning. From understanding audience insights to crafting a compelling brand narrative, Louis emphasizes the importance of authenticity, continuous engagement, and the need to address real customer challenges. His refreshing take challenges marketers to rethink their strategies and embrace clarity.