Jeff Cangialosi

For the last two weeks, I have been down the rabbit hole of trying to understand Search Engine Optimization (SEO) and figure out the potential ROI for our business at Loop Crypto. In doing this research, what has struck me is just how odd the world of digital content has become. We are now at a point of trying to optimize machines to write content for other machines to evaluate, all for the end goal of hopefully having a human briefly see that content in the limited (and increasingly shrinking) attention span that person has. No judgement passed, but it is a weird paradigm when you stop to think about it.

With that said, we are clearly on the cusp of a whole new model of GTM strategy when it comes to getting eyeballs on our companies, projects, blogs, etc. The strategies that have worked over the last decade are certainly not obsolete, but they are being challenged on a number of fronts. As I’ve learned over the last two weeks, SEO is far from dead, but many of the rules of the game are changing as AI-assisted search rapidly proliferates. 

As many are already talking about, personal brand content is all the rage. If I can have an AI pump out 5,000 articles a year for my company’s website, it becomes harder to sift through all this content. The daily post from the founder of the company on LinkedIn or Twitter likely has a better chance of breaking through and connecting. There is still an authenticity there that stands out, at least for now. Of course, we’re also seeing the rise of ghost-writing and AI-assistants to generate personal content, so who knows where that leaves us ultimately!!

In the end, I’m skeptical of anyone selling a definitive playbook. Instead, I value the tinkerers who are on the frontline experimenting with new marketing techniques and trying to understand how to break through all the noise.