The ChangeOver | by Weidert

INTRO:In part two of our conversation with Andy Crestodina, Orbit Media Studios CMO and author of Content Chemistry, Jo Phillip digs into how AI is fundamentally changing search behavior, website analytics, and content creation – and what industrial marketers need to do now to adapt their content strategies.EPISODE HIGHLIGHTS:Creating content for the AI era (2:00 – 5:24) [So we know that most Google searches]Writing content for informational queries is becoming a shrinking gameWhy monitoring AI traffic to your website is essentialAnalytics that actually matter (5:34 – 8:19) [I won't tell you what mine are]Why top-line traffic metrics can be deceivingHow to think about reporting in a changing digital environmentLeveraging AI for content (9:39 – 17:22) [Now, you also, one thing that I really liked]How to create custom GPTs that act as synthetic members of your target audienceUsing AI to identify gaps in your content strategyContent planning for scrappy B2B teamsAI-powered content repurposingAchieving stakeholder buy-in (17:22 – 19:58) [Once you've got that foundation in place]How to get buy-in for content marketing initiativesWhy executives prefer finite projects over endless programsIntentional, strategic choices for impactStrategic paid promotion (20:18 – 22:35) [So let's go back to paid ads real quick.]Focusing ad spend where conversion rates show successCONNECT WITH US:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast CONNECT WITH OUR HOST AND GUEST:Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/Andy Crestodina: https://www.linkedin.com/in/andycrestodina/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

INTRO:In 2001, Andy Crestodina built websites. Today, he’s reshaping how industrial marketers approach content. Join Jo Phillip’s conversation with the Orbit Media Studios co-founder and author of Content Chemistry as he dismantles conventional wisdom about digital marketing’s evolution. Andy delivers practical frameworks backed by two decades of data and experience, revealing which strategies have survived the algorithmic evolution — and which new approaches are poised to dominate in a landscape that’s increasingly AI-driven but still fundamentally human.EPISODE HIGHLIGHTS:(00:04:49) The evolution of content marketing from 2001 to today (00:08:22) Why bottom-of-funnel content should be your first priority (00:12:51) Creating content that AI can’t replicate: original research and thought leadership (00:13:39) Conducting original research on a shoestring budget(00:18:43) Why visits aren’t as important as views in today’s landscape (00:21:48) Making your website “AI-ready” for the age of agentic AI (00:25:56) How to approach measurement when attribution is becoming more difficult Spoiler alert: This conversation was so good, we’re turning it into not one, but two episodes! Stay tuned for part 2 coming soon.CONNECT WITH THE HOST AND GUEST:Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/Andy Crestodina: https://www.linkedin.com/in/andycrestodina/CONNECT WITH WEIDERT GROUP:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

Sam Mallikarjunan, co-founder of Agent.ai and keynote speaker, dives into the transformative role of AI in business. He explains how AI agents serve as workforce multipliers, automating tasks like attending meetings and research. Sam emphasizes the urgency for businesses to adopt AI, given its rapid evolution. Listeners gain insights into AI’s direct impact on sales and marketing strategies, streamlining operations and optimizing productivity. He encourages innovation with accessible AI tools, asserting they can empower diverse solutions for the future.

INTRO:Is podcasting worth it for B2B companies? After launching and running The ChangeOver, we’ve learned a lot about what works, what doesn’t, and how to make a podcast fuel your entire marketing content strategy. In this episode, Greg and Kelly share the insights and unexpected lessons they’ve gained from the show, including:How podcasting can replace lost organic traffic and drive brand visibilityWhy thought leadership needs real people, not AI-driven contentThe strategy behind getting internal buy-in from leadership and SMEsWhy a podcast is more than just another marketing channelHow client engagement became one of the biggest unexpected winsEPISODE HIGHLIGHTS:How AI and organic shifts pushed us to invest in thought leadership (02:06)The importance of humanizing thought leadership (04:22)Hidden efficiencies – like creating 25+ content pieces per episode (11:55)Unexpected impact: using episodes to validate and reinforce client strategies (15:18)Who listens to B2B podcasts, and why they’re a valuable engagement channel (24:42)What we measure to track success (30:33)CONNECT WITH US:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast CONNECT WITH OUR HOST AND GUEST:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Kelly Wilhelme: https://www.linkedin.com/in/kellywilhelme/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

INTRO:Industrial marketing budgets have shifted from expense line items to strategic investments in reaching business goals. But before you build a marketing plan around a generic growth target like "we need to grow by 10%," take a step back and ask: Where is that growth going to come from?Existing customers or new customers?Specific business/product/service lines? What customers are most profitable?The answers to these questions will help you allocate resources where they’ll have the greatest impact — ensuring every marketing dollar is working smarter.For marketers who have been around a while, it’s a shift in mindset that may initially give them pause. It’s what our guest, Stacy Bouchard, Marketing Manager at Hawkins Ash CPAs summed up as: “Instead of saying, ‘We need more budget,’ ask, ‘What could we do as an organization if we had five more of our best customers?’”In this episode, Weidert Group President and podcast host Greg Linnemanstons sits down with Stacy, who also has a deep background in industrial marketing strategy, to explore the new paradigm. Together, they discuss how B2B marketers can redefine growth, shift from old habits, and create strategies that drive measurable ROI and meaningful business impact.Listen now to start getting more specific about your growth strategy!EPISODE HIGHLIGHTS:Understanding the need and impact of aligning marketing budgets with overall business goalsLeveraging unified data and buyer behavior monitoringGenerating more ROI by targeting existing customersUsing AI tools to identify underperforming assets, optimizing content, and accurately predicting campaign effectivenessCONNECT WITH US:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast CONNECT WITH OUR HOST & GUEST:Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Stacy Bouchard: https://www.linkedin.com/in/stacybouchard/ Subscribe to The ChangeOver Podcast to stay at the front of the industrial marketing innovation curve.

In this mini-episode of The ChangeOver Podcast, HubSpot Evangelist Kyle Jepson reveals intriguing findings from his recent crowd-sourced experiment comparing website SEO performance with AI search visibility. The results suggest an unexpected inverse relationship between traditional SEO success and AI platform visibility.Episode Highlights:The Experiment Setup (3:03-3:29):Introduction to HubSpot's Website Grader and AI Search Grader toolsHow the community participated in data collectionThe goals behind comparing SEO and AI visibility scoresKey Findings (3:29-5:29):The surprising inverse relationship between SEO and AI scoresWhy technically perfect websites might underperform in AI searchHow AI platforms "read" content differently than search enginesContent Strategy Implications (5:29-7:19):Balancing technical SEO with AI-friendly contentThe importance of addressing specific questionsWhy contextual relevance matters more to AI than technical optimizationMentions: HubSpot’s Website Grader: https://website.grader.com/HubSpot’s AI Visibility Grader: https://www.hubspot.com/ai-search-graderConnect with us:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcastConnect with our host and guest: Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

In this episode of The ChangeOver Podcast, host Greg Linnemanstons sits down with Kyle Jepson, HubSpot’s first-ever Evangelist, to explore how brand evangelism can fuel growth in industrial markets. Kyle shares insights on fostering authentic advocacy among employees and customers, emphasizing that true evangelists can't be hired — they must be cultivated and nurtured within your culture.Episode Highlights:Kyle’s Journey to Brand Evangelism (2:3-4:53)From HubSpot support rep to Academy professor to EvangelistHow pandemic-era content creation sparked a movementBuilding an organic community of HubSpot adminsThe role of an evangelist (4:55-6:11)Creating excitement about product features and updatesEngaging with both super-fans and potential churnersBuilding bridges between product teams and usersGrowing vs. hiring evangelists (16:12-21:01)Why authenticity matters more than influenceThe importance of growing evangelists within your cultureFinding natural enthusiasm in frontline employeesFostering an evangelism culture (24:04-32:37)Encouraging employees to share their genuine excitementCreating safe spaces for authentic brand advocacyHow leadership can support organic evangelismConnect with us:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast Connect with our host and guest: Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Kyle Jepson: https://www.linkedin.com/in/kyleanthonyjepson/ Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

In this episode of The Changeover Podcast, host Greg Linnemanstons sits down with Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA). Ann discusses the latest findings from the 15th Annual Manufacturing Vitality Index, Industry 4.0 trends, and strategies to tackle workforce challenges. From insights into how manufacturers are adopting AI and automation to practical advice on improving collaboration, this episode is packed with actionable takeaways for leaders in the manufacturing sector.Episode Highlights:Key Findings from the 2024 Manufacturing Vitality Index:93% of manufacturers report being financially healthy66% expect higher sales in 2025Over 40% plan to hire in Q1 and Q2 of 2025Addressing Workforce Challenges:A decline in companies reporting difficulty finding talent, yet still a challenge (58% vs. 84% the previous year)How upskilling current employees is helping bridge the skills gapInnovative approaches to attract K-12 students to manufacturing careersIndustry 4.0 and the Future of Manufacturing:The rise of generative AI: 67% of companies plan to invest in this technologyThe critical role of cybersecurity, cloud computing, and IoT in modern manufacturingReal-life examples of how VR and AI are transforming training and operationsNotable Quotes:"AI is not going to take your job away, but you'll take the job away of the person who doesn't know how to use AI.""Companies aren't afraid to share and learn from each other because they're not competing just with the guy down the street, but globally."“If you want to go fast, go alone, but if you want to go far, go together.”Get the results of NEWMA’s surveys here:https://newmfgalliance.org/2025-northeast-wisconsin-manufacturing-vitality-index/https://newmfgalliance.org/industry-4-0-talent-technology-survey-2024/Connect with us:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast Connect with our host and guest: Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Guest: Ann Franz, Executive Director of the Northeast Wisconsin Manufacturing Alliance (NEWMA): https://www.linkedin.com/in/ann-franz-81b9424/Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing innovation curve.

As labor shortages continue to plague manufacturers, achieving efficiency and higher productivity is critical. AI is helping workers achieve better results and transfer knowledge to the next generation, but we can’t lose the human touch. Greg Linnemanstons interviews Caleb Waack of NEXT AI to discuss how AI integrates with Industry 4.0 and IoT to help eliminate silos and empower front-line operators to make better decisions in real-time — delivering significant ROI and helping the bottom line. Episode Highlights:AI turns data into action: Real-time insights improve decisions (0:29)Bridging labor gaps: AI boosts productivity amid shortages (6:59)IoT + AI: Adds value by interpreting data (2:57)Quantifying expertise: AI actions veteran knowledge for wider use (7:21)Simple integration: AI overlays existing systems without major upgrades (9:26)AI pinpoints issues sooner: Operators can fix problems before they escalate (15:29)Gradual adoption: AI integrates with current systems while keeping humans in control (16:52)Connect with us:LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast Connect with our host and guest: Greg Linnemanstons: https://www.linkedin.com/in/greglinnemanstons/Guest: Caleb Waack, NEXT AI, https://www.linkedin.com/in/caleb-waack/ Listen now and subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing and sales innovation curve.

The content marketing landscape is evolving with AI-generated content flooding the internet and users seeking information from trusted human sources. How should you pivot to create content that truly matters and drives results? Weidert Group Strategist and SEO Manager, Chelsea Drusch, and Director of Creative Strategy, Jo Phillip, share practical strategies for evolving your content approach for results in 2025 and beyond.Episode Highlights:The shift from quantity to quality in content strategyHow to identify valuable content opportunitiesBuilding a sustainable content creation processLeveraging AI as a strategic allyCreating content that AI can't replicateMeasuring success beyond traffic metricsConnect with us:Chelsea Drusch: https://www.linkedin.com/in/chelseadrusch/ Jo Phillip: https://www.linkedin.com/in/jo-phillip-writer/ LinkedIn: linkedin.com/company/weidert-group/ Instagram: instagram.com/weidertgroup/ Facebook: facebook.com/weidertgroup X: x.com/WeidertGroup YouTube: youtube.com/@Weidert Website: weidert.com/changeoverpodcast Subscribe to The ChangeOver Podcast on Spotify, Apple, or YouTube Podcasts to stay at the front of the industrial marketing & sales innovation curve.