The Digital Marketing Podcast by Exposure Ninja

What does it actually look like to rebuild a content and SEO strategy for a world where search is shifting from clicks to mentions?
In this episode of The Growth Leaders Series, Charlie Marchant sits down with Josh Spilker, Head of Search Marketing at AirOps, the AI-powered content and search platform. Josh has led organic growth at high-growth SaaS companies, including ClickUp, where he helped turn content into a serious revenue driver through a relentless focus on the middle funnel.
Josh introduces the concept of content engineering: what it means, why it matters now more than ever, and how building connected AI-powered workflows is replacing the traditional brief-to-publish content process.
The conversation gets into where Google and ChatGPT results actually overlap (and what the data says), why LinkedIn is starting to behave more like search than social, and why the middle funnel may be the most underrated opportunity in B2B content right now.
Josh also shares how AirOps runs its own webinar-to-content workflow end to end, what he learned building comparison content at ClickUp that still holds up today, and why saying yes to uncomfortable things was the career advice he wished he'd had earlier.
Read the full show notes: 
https://exposureninja.com/podcast/growth-leader-series-josh-spilker/
Check out Josh’s post on the “10x Content Engineer” 
https://www.airops.com/blog/10x-content-engineer
Follow Josh Spilker on LinkedIn: 
https://www.linkedin.com/in/joshspilker/
Listen to these episodes next:
McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg 
https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/
Growth Strategy in the AI Search Era with Nick Lafferty, Profound 
https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/
The Organic Growth Playbook Behind Wise with Fabrizio Ballarini 
https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/
Book a consultation to get a live review of your website and marketing 👉
⁠https://exposureninja.com/review/⁠

Since AI Overviews launched, the average website has lost around a third of its organic traffic. Last week, the UK's Competition and Markets Authority had seen enough, and issued a legal order forcing Google to change.
Within hours, Google announced updates to AI Overviews. More links. More data. A fairer deal for publishers.
But will your traffic actually come back? 
In this video, I cover:
Why two-thirds of Google searches now result in zero clicks, and what the CMA is doing about it

What Google is now legally required to provide to website owners, including new AI Search data inside Search Console

Why the new generative AI performance report in Search Console is only telling you half the story (and which half Google is hiding)

How one of our financial education clients is making more money than ever from organic search, even with traffic down year-on-year

Why their competitors are losing up to 61% of organic traffic while this client's average order value has grown 13%, and what they're doing differently

The mindset shift every marketer needs to make right now: from chasing traffic volume to winning AI visibility

The old organic traffic levels aren't coming back. But the brands that understand how AI Search is changing buyer behaviour are making more from search than ever before.
Get a free trial of Semrush One: https://exposureninja.com/semrush-one
Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/
Read the show notes:
https://exposureninja.com/podcast/google-ai-overviews-cma-ruling/

What does it take to build demand through ideas at the world's most prolific thought leadership organisation?
In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice.
Daphne shares how McKinsey's codification culture turns client work into compounding commercial advantage, how peer review makes their content credible at scale, and why their biggest content challenge isn't producing enough; it's deciding what's distinctive enough to publish.
They also get into how McKinsey built its own LLM three years ago, how AI is now embedded into the marketing team's day-to-day, and how Daphne is thinking about LLM visibility versus protecting proprietary knowledge.
Plus: what B2B marketing leaders can take from the McKinsey model without McKinsey's resources, why building a strong bench beats protecting star performers, and the career advice Daphne would send back to her younger self.
Read the full show notes: 
https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/
Follow Daphne Luchtenberg on LinkedIn: 
https://www.linkedin.com/in/daphneluchtenberg/
New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like Profound, Wise, and AirOps! 
Book a consultation to get a live review of your website and marketing 👉
⁠https://exposureninja.com/review/⁠⁠

Sponsored by Semrush. Try Semrush One 👉 https://exposureninja.com/semrushone
Your competitors are showing up in ChatGPT, Google AI Overviews, and Perplexity. You're not, and right now, you have no idea why.
This video changes that. I'll show you exactly how to reverse-engineer what your competitors are doing, intentionally or not, to get recommended in AI answers. So you can copy their strategy, close the gap, and start dominating the conversations that matter.
Here's what I cover:
Why some brands are consistently recommended across every major AI platform and the three metrics that reveal exactly how they're doing it

How to use Semrush's AI Visibility Toolkit to benchmark your brand against competitors across mentions, citations, and cited pages

The difference between missing, weak, shared, strong, and unique topics and how to use the gap to build your action plan

Why not all prompts and topics are worth chasing and how to filter by the ones that will actually drive customers to your business

How to identify the third-party sources feeding AI answers in your category and how to get your brand mentioned on them

The exact prioritisation framework we used to take a client from 50 conversions per month to nearly 400 and grow their AI Search visibility by more than 10x

You don't need to be a huge brand to win in AI Search. Everything your competitors are doing is visible, if you know where to look.
Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/
Read the show notes:
https://exposureninja.com/podcast/beat-competitors-in-ai-search/

What does it actually take to build a go-to-market strategy for a category that barely existed 18 months ago?
In this episode of The Growth Leaders Series, Charlie Marchant sits down with Nick Lafferty, Founding Marketing Engineer at Profound, the AI Search tracking platform helping major brands understand how they show up in ChatGPT, Gemini, Perplexity, and other LLMs.
Nick brings serious growth experience to this role. Before Profound, he drove millions in B2B SaaS pipeline at Loom and Mailgun, then spent two years running a solo consulting agency before joining Profound. 
In this episode, Nick Lafferty covers:
Why velocity is a moat in AI Search

What a modern, lean marketing team actually looks like, why Nick hires for a generative marketer mindset, and his advice for showcasing this online 

The growth strategy behind Profound, centred on sharing data and insights

The go-to-market motion behind Profound's Zero Click events, scaling from 400 to 800+ attendees across New York and London

The layered mentality around AI Search for different business sizes

Why FAQ content and FAQ schema is the lowest-hanging fruit most big brands are leaving on the table

How to make the internal case for AI Search investment when leadership is still thinking in Google terms

The career advice he'd send back to his first day

Read the full show notes: 
https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/
Follow Nick Lafferty on LinkedIn: 
https://www.linkedin.com/in/nicklafferty/
New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Wise, and AirOps! 
Book a consultation to get a live review of your website and marketing 👉
⁠https://exposureninja.com/review/⁠