The Digital Marketing Podcast by Exposure Ninja

You already know your customers are using ChatGPT, Perplexity and AI Overviews to research buying decisions. The strategic question is: how do you ensure your brand is the one being recommended?

In this episode, I walk through the five-step framework we use at Exposure Ninja to get clients recommended by AI tools — the same approach that's driven measurable traffic and sales for brands like The Ordinary.

You'll learn how to audit your current AI visibility using tools that aggregate data across multiple platforms, rather than manually testing prompts.

We'll cover the SEO foundations that matter (and why they're necessary but insufficient on their own). And I'll show you the "query fan-out" approach that gets your content cited multiple times within a single AI response.

The most interesting finding from our work: AI tools don't necessarily recommend the biggest brands.

They recommend the brands most clearly associated with specific concepts that match the user's query. This creates an opportunity for businesses with sharp positioning to outperform larger, less focused competitors.

We helped The Ordinary dominate "good value skincare" recommendations across multiple AI platforms by ensuring every mention of their brand — across their own content, third-party publications, and user-generated reviews — reinforced the same core concepts: good value and scientifically backed.

The framework covers five areas: visibility auditing, SEO foundations, content optimisation for AI consumption, strategic ubiquity across trusted sources, and preparing for paid visibility in AI results (which is already beginning with Google's AI Overviews).

Each step includes specific tactics you can implement, tools we use with clients, and real examples of what works in practice.

If you're building your 2026 marketing strategy, this is the AI Search Optimisation roadmap you need.

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How To Create and Optimise Your Content for AI Search

The paid search strategies that worked in 2024 are already obsolete. In 2026, your 2025 strategy will no longer work either.

Tight keyword segmentation and manual bid management are actively harming performance, whilst AI-driven approaches and first-party data have become the critical differentiators between campaigns that flatline and those that scale.

Rebecca Pilkington, our Head of Paid Media, reveals the award-winning strategies that took Aged Care Bathrooms to a £2.4 million run rate in nine months and generated 11,000 leads for DSLD Mortgage in year one — campaigns that earned Exposure Ninja three Global Search Awards in 2025.

In this episode, you'll discover:

• Why first-party data is now your most valuable asset
• When AI features work brilliantly (and when they tank campaigns)
• How to test AI without destroying core performance
• Why over-segmentation is killing your reach
• The multi-channel approach that actually drives results in 2026

If you're planning your paid search strategy for 2026, this episode provides your complete roadmap backed by real campaign data.

Get the show notes:

The B2B marketing playbook is changing faster than most businesses realise.

SEO still works. Google Ads still deliver. Email campaigns still convert. But if your entire strategy relies on prospects finding you through traditional Google searches, you're missing a massive shift in buyer behaviour.

Your buyers are researching differently. They're having longer, more detailed conversations before they ever visit your website. They're building shortlists from sources you might not even be tracking. And if your brand isn't visible in these new research channels, you're losing deals before you know they exist.

In this episode, I'm breaking down three B2B marketing strategies that are working right now for our clients:

Why digital PR isn't just for sexy consumer brands. I'll show you how we got an insulation and ventilation company featured across dozens of industry publications by turning new legislation into newsworthy content. Even "boring" B2B businesses can leverage digital PR effectively.

How to win when nobody's searching for your solution. When only 20 people per month google your product category, keyword-focused SEO won't cut it. I'll walk through how we drove 361% traffic growth and 11% conversion rates for a takeaway packaging company by targeting problems, not keywords.

Why most B2B websites are conversion killers and what to do about it. Jargon-heavy copy, unclear positioning, blocky layouts with zero personality. We redesigned one client's site with B2C principles in mind and generated 51 highly qualified leads in four months. I'll show you exactly what changed.

I'll also share data that reveals something surprising: when buyers research solutions in 2026, the brands that get recommended aren't always the ones with the best SEO. Third-party visibility matters more than ever.

The fundamentals haven't disappeared. Long sales cycles, multiple decision-makers, and proven channels still define B2B marketing. However, the businesses dominating in 2026 are the ones adding new layers to their strategy, whilst their competitors stick with what worked in 2023.

This episode provides the complete roadmap for future-proofing your B2B marketing before your competitors catch on.

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Why “AI Search is Just SEO” is a Dangerous Lie