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The Digital Marketing Podcast

Ciaran Rogers, Daniel Rowles and Louise Crossley
The Digital Marketing Podcast
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  • Tools and Tips Special - Navigating AI Search, Ads & SEO in 2025
    In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers return with a fresh round of insights and hands-on tools to help digital marketers adapt and experiment in the evolving AI-driven marketing landscape. From Google's AI Max campaigns to the explosion of generative engine optimisation, Daniel and Ciaran unpack the shifts happening across search, paid media, and SEO. This isn’t just another roundup of shiny tools, this episode explores how to think strategically about the role of AI in search, the real impact on your organic performance, and the mindset required to stay ahead of the curve. What’s Inside This Episode: AI Max Campaigns in Google Ads Discover how Google’s new AI-powered campaign structure is changing the game. It’s not just another bidding strategy, it’s an integrated layer that leverages keywordless signals, context, and user behaviour across Google properties to personalise campaigns. Learn why separating these into siloed budgets might actually hinder performance and what you need to consider before rolling out. The Vanishing Organic Click While impressions are up, clicks are down. Daniel shares Target Internet’s own data showing a drop in organic click-through rates and explains why Google’s AI-generated answers, Reddit posts, and video content are pushing traditional organic listings further down the page. LLM Refs and the New SEO Frontier With AI overviews, ChatGPT, and other LLMs becoming key discovery engines, how do you make sure your brand shows up? The hosts explore LLMRefs, a tool that shows how different brands are ranking across major AI models, and reveal just how fragmented and competitive this new landscape is. Structured Data, Schema & the Knowledge Graph Daniel and Ciaran highlight the importance of schema markup and entity relationships in Google’s Knowledge Graph, using tools like the Knowledge Graph Explorer to demonstrate how Google perceives your brand and its connections. If you're not surfacing in the right contexts, it could just be due to a missing link, literally. Search Engine Optimization ≠ Generative Engine Optimization The hosts challenge the idea that SEO principles remain unchanged in the world of AI. With so many variables, location, devices, user intent, history, and model-specific behavior, your approach needs to be more agile and nuanced than ever. Key Takeaways: Performance Max and AI Max are now core to Google Ads - understanding signals and context is essential Organic traffic is declining, but impressions may still rise - CTR is the new battleground You can’t game the system anymore with a few smart keywords; LLMs require strong content, schema, and reputation The tools are out there - you just need to experiment, validate, and iterate Don’t fall into the trap of “a little knowledge” - simplifying complex changes leads to bad decisions AI models aren't clairvoyant - you need to structure and declare your content clearly 📥 Access the show notes, tools, and links at:   📩 Join the free newsletter for access to monthly live sessions: 
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  • ChatGPT Agent and the Future of Digital Marketing
    In this episode of The Digital Marketing Podcast, Daniel Rowles and Ciaran Rogers explore one of the most transformative shifts in digital marketing: the arrival of ChatGPT Agent and the rise of agent-based AI. No longer just about generating content, AI is now taking action on our behalf, logging into websites, filling out forms, analysing data, creating content, and even posting to platforms like LinkedIn. It’s here now, and it’s changing how marketing teams work from the ground up. Daniel shares his firsthand experiments with ChatGPT Agent, from connecting it to Canva to create and publish carousel posts, to testing its ability to analyse his entire LinkedIn history and recommend strategies for future content. While the possibilities are jaw-dropping, the hosts also explore the risks, security concerns, talent pipeline challenges, and the long-term implications for marketing roles. In this episode, you’ll learn: What agent-based AI really is and why it’s different from traditional AI chat tools How ChatGPT Agent combines deep research, web browsing, and autonomous task execution Real-world test cases, from generating content to posting directly on LinkedIn Why prompt quality and structure are more important than ever The security and compliance risks of connecting agents to business systems How agent-driven automation could replace many junior marketing tasks Why agility and learning culture are now critical for businesses to survive disruption The ethical and strategic questions marketers need to face around job design and human oversight The discussion goes beyond technology to look at the human side of digital marketing. Daniel and Ciaran debate the future of junior roles, how companies can avoid gutting their talent pipelines, and why brands that lean into humanity, creativity, and trust may stand out in an AI-driven landscape. Key Takeaways: ChatGPT Agent is a genuine step change, going from AI that suggests, to AI that does. Marketing teams can gain huge efficiency, but must double-check outputs and guard against overreliance. Security is now a critical concern, as agents gain access to business-critical systems. Junior marketing roles are at risk, companies must balance efficiency with long-term talent growth. Building an agile learning culture is the best defence against AI disruption. 📥 Access the show notes, tools, and links at:   📩 Join the free newsletter for access to monthly live sessions: 
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  • The Future of SEO
    In this episode of The Digital Marketing Podcast, hosts Daniel Rowles and Ciaran Rogers explore one of the most pressing questions facing marketers today: what does SEO look like in a world dominated by AI search and generative answers? With Google rolling out AI Overviews and AI Mode, and tools like ChatGPT and Gemini changing how people search, the rules of SEO are shifting fast. Some publishers report traffic drops of up to 60%, while others in e-commerce are holding steady. So is SEO really dead, or just evolving into something new? Daniel and Ciaran dig deep into what’s happening, separating hype from reality and providing clear, practical advice for marketers trying to adapt. They explain why understanding Generative Engine Optimization (GEO) and AI Overviewsn (AIO) is critical, and how you can stay visible when clicks are disappearing. What you’ll learn in this episode: Why AI Overviews are changing user behaviour, and pushing organic results further down the page How share of voice and brand sentiment are becoming as important as traditional ranking factors Why advocacy and positive online mentions may now trump old-school keyword tactics The growing importance of Wikipedia, Reddit, and forums in shaping AI-driven answers Why updating and referencing your best content is more powerful than ever How no-click searches are rewriting what “success” looks like in SEO Practical ways to benchmark your visibility Why prompt-like queries and longer conversational searches are the new normal How to build trust through Google’s E‑E‑A‑T principles (Expertise, Experience, Authoritativeness, Trustworthiness) The Future of SEO Episode Mindmap The hosts also explore pitfalls to avoid, from snake-oil SEO sales pitches to rushing into poorly thought-out Wikipedia pages that could backfire. They emphasise a smarter, evidence-based approach: focusing on authenticity, advocacy, and quality content that’s updated, referenced, and truly useful. Key Takeaways: SEO isn’t dead, but competing for the top three AI-sourced links is tougher than ever. Building advocacy and brand mentions is critical to visibility in AI search. Quality and authenticity (with evidence and references) beat quantity every time. Think conversational: searches are getting longer, more natural, and more complex. Following Google’s E‑E‑A‑T framework is the best hedge against AI-driven disruption. If you’re a marketer, publisher, or business owner trying to make sense of the shifting SEO landscape, this episode provides both clarity and actionable steps to future-proof your strategy. 📥 Access the show notes, tools, and links at:   📩 Join the free newsletter for access to monthly live sessions:
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  • How to Go Viral – The Science Behind Content that Spreads
    In this episode of The Digital Marketing Podcast, Daniel Rowles is joined by Brendan Kane, viral strategist and author of One Million Followers, for a deep dive into the art and science of making content go viral. Going viral often feels like marketing mythology,something bosses ask for, but few can explain or deliver. Brendan, however, has built a career proving that virality isn’t luck. It’s repeatable, measurable, and rooted in storytelling structures that have worked for decades. Brendan shares the behind-the-scenes thinking that led to his experiment growing an audience of 1 million followers in 30 days, starting from scratch, without a team, celebrity status, or advertising budget. More than a vanity metric, the project was a proof-of-concept for a framework that now helps brands, creators, and entrepreneurs reliably generate massive reach and meaningful engagement. In this episode, you’ll learn: Why qualitative analysis - not just views and clicks, holds the key to repeatable success The power of storytelling formats like “Man on the Street” and “Two Characters, One Light Bulb” How to match your brand’s resources and personality to the right format Why volume isn’t the answer, and what quality actually means in the age of AI and infinite content Why originality is overrated, and how proven formats unlock creativity instead of limiting it How even “boring” industries like tax, insurance, and leather craftsmanship can thrive on social media The truth about “frequency myths” and how creators burn out chasing quantity over story Why format mastery trumps trend-chasing—and how sitcoms, Spielberg, and social media are more alike than you think Brendan also breaks down his format-matching process, built from over 10,000 hours of research and analysis of 300+ viral content structures. His agency works with individuals and brands to identify the storytelling structures that resonate most with their audience, and helps them build repeatable, on-brand content that doesn’t just go viral, but converts. This conversation flips conventional marketing wisdom on its head, challenging the obsession with originality and encouraging marketers to focus on structure, story, and strategic authenticity. Key Takeaways: Virality isn’t random, it’s engineered through proven creative models Storytelling formats provide containers for creativity, not limitations Format mastery enables faster growth and deeper audience trust Business outcomes must be baked into your content strategy from day one Social media isn't just another channel, it's the ultimate storytelling platform 📥 Access the show notes, tools, and links at:   📩 Join the free newsletter for access to Daniel’s monthly live sessions: 
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  • AI Copywriting and Claude - A Copywriter’s Guide to Getting the Best from AI
    In this episode of The Digital Marketing Podcast, Daniel Rowles sits down with copywriting and AI expert Kerry Harrison to explore one of the most exciting—and often misunderstood—areas of artificial intelligence: AI-powered copywriting. Together, they dive into how Anthropic’s Claude AI compares to tools like ChatGPT and Gemini, and why Claude is quickly becoming a favourite for writers who care about tone, style, and ethical AI. Kerry, a seasoned copywriter and trainer, shares her hands-on experiences using Claude to create high-quality marketing content. She explains how Claude's intuitive interface, stylistic flexibility, and alignment with ethical AI principles make it a uniquely powerful tool for communicators, marketers, and brands. But this isn’t just a tool review. It’s a masterclass in how to approach AI copywriting strategically. Daniel and Kerry explore a human-first methodology called the AI Sandwich, a practical framework for combining human creativity with AI efficiency. They tackle big questions about authenticity, originality, and prompt engineering, and show how to avoid the cookie-cutter feel that plagues so much AI-generated content. Highlights include: Why Claude’s tone of voice and writing capabilities often outperform other models for consumer copy How to train Claude on your own style and get responses that reflect your brand’s voice How to use Claude’s Projects feature to build custom tools like tone checkers, newsletter editors, and interactive customer personas A breakdown of the AI Sandwich Methodology (Human → AI → Human) for crafting content that feels human, not robotic Techniques for fact-checking, editing, and sense-checking AI outputs to avoid hallucinations and blandness How Kerry uses Claude for marketing strategy, persona creation, positioning, and ideation Tips for integrating Claude with Gmail and calendar tools to improve time management and workflow efficiency This episode is packed with actionable ideas, whether you're a content creator, strategist, marketer, or business owner. You’ll learn how to write better prompts, extract more value from AI tools, and remain fiercely authentic and creative in an age of digital automation. Key Takeaways: Train AI on your tone of voice to stand out from generic outputs Use Claude’s extended thinking and reasoning models for strategic ideation Human guidance (before and after AI) is critical to compelling content Projects in Claude can act like custom GPTs tailored to your exact needs Staying human, thoughtful, and ethical is still your biggest advantage 💡 Whether you're new to Claude or already exploring AI content workflows, this episode will give you a fresh, grounded, and strategic perspective on what’s possible, without losing your creative soul in the process.   📥 Access the show notes, tools, and links at: 📩 Join the free newsletter for access to Daniel’s monthly live sessions:
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An advert free, Weekly digital marketing podcast with listeners in over 180 countries worldwide, The Digital Marketing Podcast combines interviews with global experts, together with the latest news, tools, strategies and techniques to give your digital marketing the edge. Perfect for your daily commute, the podcast aims to be both entertaining and informative. Produced by Target Internet and hosted by Digital Marketing and E-commerce Expert, Ciaran Rogers and Award Winning Author and Speaker, Daniel Rowles. Find out more at TargetInternet.com
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