Kipp Bodnar
speaker
121 appearances
1 recordings
1 series
first heard Apr 2025
last heard Apr 2025
Kipp Bodnar’s voice in public audio — every appearance, attributed to the second.
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Appearances
The world of marketing changed a bunch with the internet. Before the internet, people remember, it was largely TV ads, billboards, direct mail, all those things. And they were all really annoying, right? Because you didn't opt into any of those things. The commercials interrupted your television when we didn't have streaming services everywhere, right?
You'd go home and your mailbox would be full of advertisements that you didn't subscribe to or didn't want. And that was very outbound, very interruptive. And we were basically like, well, now that the internet exists, there's a whole different way to do marketing.
You can do it in an inbound way where you create content and pull people in through search engines, through social media, through email marketing, through things that people opt into and want to participate in. And that was now seems obvious because it's how the internet works, but 20 years ago was fairly revolutionary. So we created a new category.
And sometimes if you're in marketing or if you're an entrepreneur and you're starting a company, The best thing you can do is, there's a great quote out there, better is a debate, different is a choice. When you force somebody to make a choice and you do that by creating a new category where it's like, hey, do you wanna do this new awesome inbound thing that works really great?
Or do you wanna do that old stodgy outbound thing that everybody hates? We tell that story and people are like, oh, I wanna do the new cool thing that people like. I don't wanna do the old bad thing that everybody hates. But if we had just said, oh, like, hey, we can help you do your direct mail a little bit better. Who cares? Well, maybe it's good enough. Do I really even need better?
I don't know what you're talking about, right? And so painting a clear choice for your target audience is so powerful. It takes a little bit longer, right? Because people aren't familiar with it. There's a level of education that you have to do, but anybody can do it.
And if you're in it for a long haul, if you think you have a big opportunity and your business is a five, 10, 20 year thing, then it's a really important thing to take advantage of to actually be differentiated in the market.
Oh, yeah. It's a great question. What works in marketing in 2025? A few things. Creators. Working, partnering, or being with creators and these modern media companies like you run, Hala. Huge opportunity. Huge, huge opportunity there. We work deeply with creators. I'm a creator myself. It works. YouTube. YouTube works. YouTube is an exceptional channel to drive awareness and monetization.
It is much harder to disrupt through artificial intelligence, which is kind of the thing that's changing marketing the most. Blogging still works. It does. But it works for... the very focused universe of the industry you solve, where you have unique data, unique insight, unique credibility, you can get that.
You can't go and talk about everything in the world and get search traffic, but you can focus on your core niche and get a good baseline audience through blogging. Those things are completely working. Partnering with creators, even through advertising means, hugely, hugely valuable. The other thing that's working,
A lot of people are doing events and in person because we've gotten so segmented, no shared experiences. I think if you're selling high, big ticket, expensive things, bringing people together in person is becoming something that all the marketers I talk to are spending more money on this year, not less money on.
I have a rule that I don't make anything without being clear on how I'm going to get it distributed and what the distribution advantages are. I think Substack, if you're an entrepreneur, has a little bit of built-in audience, but it's not worth it because the bigger built-in audience is information discovery. And I say that kind of broader than search.
And so if I were starting today and it was just me, you and I were starting a company, we were going to go out and do something. I would start a blog on my website for a couple of reasons. One, a ton of people still use Google search. And you still can get a lot of traffic from Google search.
The second thing is people are using AI for discovery, chat GPT search, Google deep research, grok, all these things and perplexity. And what we have seen is that Text-based content and video-based content that's cited in those results still gets a real amount of traffic. I host a podcast called Marketing Against the Grain. We did a video on DeepSeek when DeepSeek first came out.
And it got recommended on everybody's chat GPT queries on DeepSeek. And we got... 50,000 views in like 24 hours because everybody was searching for it and we had a really good credible thing. And so it's almost like the distribution for text and video is getting better. What's changing is that it's a little less attributable, right?
Because if somebody is getting it in like chat GPT or perplexity, they may be reading information and see your link, but they might not directly click back to it. proportion are, but a much smaller portion than historically in Google. But you're still getting the awareness, the distribution, the brand recognition for being like a credible resource in those things.
And that's why I think you have to have a pretty healthy blog and YouTube strategy to surface in all these new models.
And by the way, there's compounding benefits to all this, right? Like, if I get discovered in ChatGPT and I get really good engagement on my video, then YouTube's going to be like, oh, this is clearly a good video, so I'm going to prioritize it more in YouTube search.
And then you get more in the YouTube algorithm and the YouTube search engine, and then you have a video that completely takes off because of it, and that's awesome.
So competitive, right?
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