Articles Written by the Edge Marketing Team

by Amy Juers, MBA

For this month’s News with Edge article, Amy Juers dives into the practical steps marketers must take to succeed in 2025 and beyond. Check out this quick clip of Amy sharing a brief overview of the article with Vicki LaBrosse, and then read on for the full article!

 

Strategic Evolution: The Future of Marketing and PR, Part 2

In Part 1, we explored how AI is fundamentally reshaping Google Search and SEO. AI-driven platforms like ChatGPT and Gemini are steering us toward a world of “zero-click searches,” where users get direct answers from AI instead of traditional search results. We discussed why relying solely on Google Search is no longer enough and how businesses must adapt to stay visible and build trust in this new era.

Now, let’s move forward. If Part 1 was about understanding the disruption, Part 2 is about thriving within it. Here’s the key: the brands that win in this changing landscape will be the ones that embrace a multichannel, AI-driven approach to their marketing and PR efforts. This means rethinking your strategy to build direct connections with your audience, using platforms that elevate your visibility and focusing on storytelling that resonates.

Let’s dive into the practical steps marketers must take to succeed in 2025 and beyond.

Part 2: The Key to Thriving in a Multichannel, AI-Driven World

Invest in Owned Media

In a world where algorithms are constantly changing, the most valuable audience is the one you own. Websites, blogs, podcasts, and—most importantly—email newsletters are your direct lines to clients. These platforms don’t rely on the whims of search algorithms or social media feeds, which means you have full control over your content and how you connect with your audience.

Among these, email is your secret weapon. Think about it: who truly owns their Google rankings or Instagram algorithms? No one. But an email list? That’s yours. It’s personal, direct and entirely in your control. Not only are email campaigns still one of the highest-performing digital marketing strategies, but they also offer a sustainable way to maintain relationships with your audience—no matter what happens to algorithms or platforms tomorrow.

Takeaway: Build and nurture your owned media so you’re not dependent on platforms you can’t control. Start with an email-first philosophy to ensure your brand always has a direct channel to its audience.

Structure Content for AI Recommendations

As AI becomes embedded in more platforms, algorithms aren’t just delivering answers—they’re actively recommending brands. Think of AI-driven assistants like ChatGPT and Google’s evolving AI search—they reward content that’s structured to provide clear, actionable information.

This means you need to embrace content formats designed for AI discovery. Create content with your audience’s key questions in mind and answer them concisely. FAQ sections, how-to guides and bullet-pointed lists are great examples of content that AI platforms recommend because they align with “ask-and-answer” models users prefer.

Pro Tip: Think of your content as the expert AI highlights first. To secure that spot, focus on relevance, clarity and usefulness instead of lengthy or vague content meant to trick search engines.

Leverage YouTube as the New Search Giant

Here’s a game-changing insight: YouTube is already on track to outpace Google Search in revenue within the next decade. Why? Because, unlike search results where sponsored ads and AI responses bury organic content, YouTube’s algorithm still prioritizes high-quality content and rewards it with visibility.

The meaning of this is simple: if your marketing strategy doesn’t already center on YouTube, it should. Video content has staying power and remains one of the most accessible and engaging formats for your audience. Whether it’s a how-to video, product demo or thought leadership piece, videos on YouTube continue to rank high, draw traffic and build trust.

Takeaway: Treat YouTube as a core element of your strategy, not an afterthought. High-quality videos and keyword-rich descriptions are central to driving long-term visibility on this platform.

Prioritize Video—Both Short and Long

In today’s AI-dominated content ecosystem, video is king—but not just any video. You need to think about the right mix of short-form and long-form content to meet your audience across channels:

• Short-form videos on platforms like TikTok, Instagram Reels and YouTube Shorts dominate attention spans and spark engagement in seconds. These formats are ideal for bite-size information, trends and quick, memorable insights.
• Long-form videos on YouTube or even webinars allow for deeper storytelling that builds authority, trust and meaningful engagement with your audience.

Both formats play a critical role in staying visible and relevant. Think of short-form video as the door opener and long-form content as the relationship builder.

Takeaway: Stop treating video as just an extra in your strategy—it’s the main event. Diversify your length and format to connect with audiences wherever they are.

Double Down on Storytelling

We’ve been telling you this for years: people don’t just want information—they want connection. And in an age where AI can replicate facts, human creativity and emotional engagement are your greatest differentiators.

Brands that tell authentic, engaging stories will stand out not just because they’re selling something, but because they’re building relationships. This could mean sharing a client success story, walking your audience through your brand’s mission with a behind-the-scenes glimpse or creating relatable narratives about how your product or service solves real-world challenges.

The key isn’t just what you’re saying—it’s how you’re making your audience feel.

Takeaway: Focus on creating and sharing stories that resonate with your audience emotionally. This is how you move beyond algorithms and build lasting loyalty.

The Bigger Picture: Adapt or Get Left Behind

The window for marketers to adapt is closing—fast. While AI is fundamentally changing how brands are discovered, what hasn’t changed is this: people engage with brands they trust.

Moving forward, the businesses that think beyond Google Search and lean into owned media, AI-optimized content, video strategies and storytelling will win. They’ll be the ones setting the pace in the industry while others play catch-up.

As marketers, the shift to multichannel, AI-driven strategies is a call to action: not just to evolve, but to lead with authenticity, connection and innovation. At Edge Marketing, we’re already embracing the future—and helping our clients thrive in it.

So the question is, how will you lead in this bold new era?

Final Thoughts

AI isn’t a disruptor you can ignore—it’s an opportunity to refocus your strategy and engage your audience more effectively than ever before. This world is changing, but one thing remains clear: those who adapt will not only survive—they’ll lead.

The future is here. Let’s shape it together.

About the Author:

As the visionary CEO of Edge Marketing, Amy Juers, MBA, is a breakthrough leader with over 25 years of strategic marketing and public relations expertise. Known for her innovative approach and relentless focus on client success, Amy combines deep industry knowledge with a forward-thinking mindset to propel Edge Marketing and its clients to new heights. Under her leadership, Edge has become one of the most trusted and effective marketing and PR agencies serving the legal, accounting and professional services industries.

Reprinted with permission from the February 2025 issue of Marketing the Law Firm. © 2025 ALM Global, LLC. Further duplication without permission is prohibited.  All rights reserved.

By Steve Salkin

In late January, Edge Marketing unveiled the implementation of generative AI into its legal marketing practice, and along with it, a refresh of its brand. I spoke with Edge’s CEO, Amy Juers, MBA, about what AI can do for legal marketers in general and what went into the decision to implement AI and how Edge did it.

MLF: First of all, congratulations on the achievement and the rebrand. I have spoken with you and the Edge Marketing team about using generative AI in legal many times, and we’ve certainly published plenty of articles in Marketing the Law Firm about it. So before we get into the specifics of Edge’s foray into implementing GenAI, and maybe this does lead into it, how, in general, can legal marketers leverage GenAI?

Juers: This is a great question, and I don’t know if you’ll like my answer because it is pretty point-blank! When Edge embarked on the journey of exploring AI, we took a deliberate approach by mapping out our entire workflow from lead ingestion through delivery, reporting and data analysis, and then asked ourselves the question, “Where can we inject AI?” We found that you can use it in every aspect of marketing and PR!

MLF: Are there traditional marketing tools and/or tasks that GenAI can replace, or at least make more efficient, that marketers aren’t currently taking advantage of?

Juers: AI changes everything. You can apply AI to strategy, content, design, video, music creation and the list goes on. For example, when we were preparing to launch Edge’s brand refresh, we trained our AI system on our brand and when it came time to develop content, it knew our brand voice and with some parameters and guidance, and, of course, human editing and review, we produced an entire launch campaign rather quickly. Because the model was trained and refined by us, the output was so much better than we ever imagined. It is like having an additional staff member on our team who is smart, strategic, and resilient. Think of it as an enabler. It enables you to accomplish more. Our clients are going to appreciate having campaigns delivered to them that are precisely the right content, targeting the right people and deployed at the right time.

MLF: Ok, let’s get into some more details about Edge’s decision to implement AI, because we’ve all been hearing about using GenAI in law, and in fact many of our readers have been marketing the use of it. But we haven’t really heard much about using AI on the marketing side itself. First, what led you to the decision to make the move to implementation? Was it one thing or the culmination of a bunch of things you saw happening in the industry?

Juers: It was a couple of things that made us jump all in for AI. When Open.ai launched Chat GPT November of 2022, we took a look at it and played around a little in it, but the content we got out of it was not authentic or really even useable. We also sensed a lot of uncertainty from a market on perception of the technology and so we, as a team here at Edge, decided to wait and see what would be next.

I began to truly grasp the profound impact of AI on marketing this past summer. I attended a technology conference where Ian Bremmer was the keynote. Ian is a global political analyst who is often on many of national news networks like CNN, Fox News and MSNBC. He spoke about how America’s leadership in AI and the significant capital being invested to advance this technology. His insights were eye-opening, highlighting not only the opportunities AI presents but also the urgency for industries to adapt.

That moment sparked a deeper reflection for me. I realized it was time to explore how we, as a team at Edge, could embrace this transformative change. By doing so, we aim to elevate our agency to new heights and help our clients thrive.

I’m going to get a little personal here, but I have been around since before email and the Internet. I saw those possibilities and then came along social media. And now I’m here at the beginning of AI. I have always loved technology and how it can make our lives easier. In relation to all that I have seen and experienced, trust me when I say that AI is revolutionary and from a marketing and PR perspective, we are at the early adoption stages. It is going to provide a massive advantage to marketers who embrace this innovation now.

MLF: How, specifically, will Edge be using AI?

Juers: At this point in time, Edge has applied AI to about 80 percent of its operations and in the coming months, we’re on target to hit 100%. The saying, how do you eat an elephant comes to mind, one bite at a time! AI can be daunting, some of it is good, and some of it is bad. When we did our research and testing, we were focused on the quality, and authenticity of its output, data security and safety.

MLF: What AI tools are you using? Did you develop an in-house system or did you partner with an AI provider?

Juers: We will be implementing a hybrid approach using both existing tools for some things and building our own tools for others (more to come on that later!). The goal is to remain agile from a technology perspective because AI is in its emergent stage in terms of marketing and PR and we want to be nimble yet strategic and safe.

MLF: I want to ask about the cost of the implementation. I won’t ask for a specific number (unless you’re willing to share), but I’m curious if the cost ended up being about what you thought it would be or if there were unexpected items that added to the budget, and if it ever got to the point where the cost became prohibitive.

Juers: There are two costs to consider. Time and money. Alongside significant upfront and then ongoing financial investments, my team is investing their time and energy in perfecting the use of these AI technologies. If you have ever gone down the proverbial rabbit hole of AI, you know this can be a monumental undertaking. What you need to think about is once the tools and team are in place, the quality and precision and results from your marketing and PR campaigns will pay back in dividends. We just launched our AI-enabled service offering, but from the energy I am seeing from clients and prospects already, I see nothing but blue skies ahead.

MLF: How will a firm determine the ROI on implementing GenAI? Are there specific KPIs you’ll look at? And how far out will you wait to see what impact the implementation has?

Juers: At a high level, I would look at KPIs tied to email marketing databases and campaigns, website traffic, social engagement, and ultimately revenue. AI empowers you to design campaigns that have the right message, going to the right person at the right time … as a marketer, that’s the ongoing challenge and you can’t do any better than that!

MLF: What advice can you share with other marketers who might be somewhere along the road to AI implementation? What obstacles did you come across, whether foreseen or unforeseen?

Juers: Get acclimated to using AI on a daily basis. Any marketer who understands how to put the latest AI innovations to work will have an unfair competitive advantage over other marketers. This is both exciting and scary. It’s exciting because you now have the opportunity to set yourself apart from others, have a deep understanding of the power of these tools and accomplish a lot more than you ever could imagine. Warning that all AI isn’t good. There could be hallucinations, plagiarism and other threats. Be sure to find and use a technology that is secure and always, always analyze and give it your expert review before sharing.

MLF: Let’s get into the marketing perspective a bit, since other marketers I’m sure will be interested in that part of it. You issued a press release at the end of January. Was there anything particular about the timing of the announcement, or was it just “ok, we’re ready with this, let’s go.”?

Juers: As with any technological development or integration, there is no perfect time to launch. Perhaps after beta testers and success stories are built, you can launch. But if you think about how fast AI has come into the market, and affected the market and our everyday lives, the speed is astounding. AI is already 10 steps ahead of you and it is moving faster than anyone. It is like you are running a race and you are near the finish line but that finish line keeps moving out ahead of you and you’ll never cross it. That’s a daunting thought, but that’s the reality and we have to be fine with that. That being said, we are embracing AI and 2025 is the beginning of a bold new era for Edge Marketing!

*****

Steve Salkin, Esq. is the Editor-in-Chief of Marketing the Law Firm. He can be reached at ssalkin@alm.com or on LinkedIn.

For this month’s News with Edge article, Jennifer Marsnik has written about the power of staying authentic in a digitally connected world. Check out this quick clip of Jennifer sharing a brief overview of the article with Amy Juers, and then read on for the full article!

In today’s digitally connected world, we have unparalleled tools at our disposal to connect with target audiences. But with them comes a critical challenge: how to maintain authenticity, human intelligence and personal connection in a landscape increasingly dominated by algorithms, data and automation. Those who can balance these elements will stand out as trusted, empathetic and valuable partners to their clients.

As we witness the continued reshaping of marketing communications, there are ways to leverage technology without sacrificing the human touch that fosters trust and long-term business relationships.

Authenticity as a Differentiator

Authenticity means that brands are honest and transparent, not only in what they offer but in how they offer it. This can be expressed through authentic storytelling, real customer testimonials and even behind-the-scenes content that engages audiences by allowing them to see the people who make up the brand. It can be a powerful aspect of how the brand is perceived, especially when it’s viewed as unique from competitors.

An AI-driven automated email may be effective in reaching someone at a critical moment in the buying cycle, but it can lack the warmth and credibility of a personal message. By emphasizing genuine human interaction—whether in a webinar, a phone call or a LinkedIn post—brands can maintain a sense of authenticity that builds trust with their audience.

Likewise, with the rise of remote work and virtual interactions, the way brands create and nurture personal connections has shifted dramatically. AI can facilitate connections, but it should always serve as a complement to human interaction rather than a substitute. While chatbots and automated platforms are effective for addressing common inquiries and providing initial support, they should allow for seamless escalation to a human representative when needed. By brands maintaining a “human first” mindset, clients can feel seen, heard and understood even in a virtual setting.

Human Intelligence in an Automated World

The value of human intelligence in B2B marketing communications remains irreplaceable, even as AI and automation can enhance efficiency. Algorithms are brilliant at processing data and identifying patterns, but they often lack the nuances and insights that real people bring to the table. Human intelligence is essential for understanding complex buyer motivations, interpreting cultural subtleties and responding to unpredictable changes in market dynamics.

Human intelligence can be leveraged to analyze insights gathered from AI to deliver personalized recommendations that feel genuine and intentional. A predictive analytics tool might suggest which accounts are likely to be interested in a new service based on behavioral data, but it’s up to a skilled marketer to craft a message that resonates with their unique needs and challenges.

When combined effectively, AI-driven insights and human intuition can create an experience that reflects a true understanding of each customer’s business.

Leveraging Data to Personalize Without Losing Humanity

AI and data analytics are powerful tools for understanding audiences and tailoring messaging accordingly. But there is a fine line between personalization that feels meaningful and relevant and personalization that feels invasive or manipulative. To avoid crossing that line, marketers should prioritize value-driven personalization over purely transactional approaches. Rather than using data solely to push products or services, brands can harness insights to provide content that is genuinely useful, educational and relevant to the audience’s needs.

By focusing on adding value, marketers can use data-driven insights to support the buyer’s journey without compromising the human elements of empathy, understanding and respect. Clients are more likely to engage with content that speaks directly to their unique challenges and aspirations, especially when they feel the information is provided with their best interests in mind.

Find a Balanced Strategy for Long-Term Success

Successful communications strategies in the age of AI, automation and remote interactions are those that strike a balance between technology and human-centered approaches. When data-driven aspects of marketing, such as segmentation, lead scoring and predictive analysis, are handled by technology, human marketers are freed up to focus on the more creative, strategic and relationship-building activities that machines cannot replicate.

By combining the scalability and efficiency of tools like AI with the empathy and creativity of human intelligence, marketers can build a resilient strategy that fosters meaningful, long-term relationships with clients. This approach not only helps companies stand out in a crowded digital landscape but also ensures they are seen as valuable partners rather than just vendors.

 

Authenticity has become a critical differentiator in B2B marketing, one that allows us to communicate openly, share meaningful insights and foster genuine relationships. While technology will continue to play an essential role, it is ultimately the human touch that builds trust and loyalty. Authenticity, empathy and thoughtful use of data are powerful tools in fostering meaningful connections, even in a virtual or automated setting. As we look to the future, the brands that prioritize humanity in their communications will be the ones that succeed in building resilient, mutually beneficial relationships that stand the test of time.

 

About the Author

For this month’s News with Edge article, Vicki LaBrosse has written about the power of adding multimedia assets to your press releases. Check out this quick clip of Vicki sharing a brief overview of the article with Amy Juers, and then read on for the full article!

Press releases have long been a vital tool in the arsenal of public relations professionals. They serve as the primary means by which organizations communicate news to journalists and the public. The goal is straightforward: deliver clear, concise information that journalists can quickly turn into news stories. However, the landscape of media and journalism has evolved, and with it, the role and format of press releases have also undergone significant changes. Today, simply distributing a text-only press release is no longer sufficient. To stand out in an increasingly crowded and fast-paced media environment, incorporating multimedia content, especially video, is essential.

The Changing Media Landscape

The media landscape began to shift dramatically with the advent of the internet and digital journalism. The proliferation of online news outlets, blogs and social media platforms transformed how news is consumed and disseminated. Traditional print journalism has started to decline, and with it, the old ways of pitching stories and distributing press releases have become less effective.

Journalists, now under pressure to produce more content in less time, rely on press releases not just as sources of information but as ready-to-use content. This places new demands on PR professionals, who need to provide richer, more engaging material that could easily be adapted for digital platforms.

The Rise of Multimedia Press Releases

In the digital age, attention spans are shorter, and competition for that attention is fierce. This reality has driven the evolution of the press release from a text-based document to a multimedia experience. According to industry research, journalists are far more likely to engage with and use press releases that include multimedia elements. Video, in particular, has become a critical component.

Why Video?

Video is a powerful medium because it is engaging, shareable and can convey complex information quickly and effectively. In the context of a press release, video can serve multiple purposes:

• Visual storytelling: Videos can bring a story to life in ways that text alone cannot. Whether it’s a product launch, a company milestone or an event, video can capture the essence of the story in a dynamic and compelling way.
• Increased engagement: Studies have shown that press releases with video content receive significantly higher engagement rates than those without. This is particularly true on social media platforms, where video content is prioritized by algorithms and more likely to be shared by users.
• Better SEO: Search engines favor video content, which means that press releases with embedded videos are more likely to appear in search results, increasing their visibility.
• Versatility: Videos can be repurposed across multiple channels, including social media, websites and email newsletters, amplifying the reach of the press release.

The Integrated Approach to Press Releases

A successful press release strategy often involves an integrated approach that combines text with a variety of multimedia elements. This might include:

• High-quality images: Photos related to the news can help to tell the story visually and are often picked up by journalists and bloggers to accompany their articles.
• Infographics: These can simplify and highlight key data points or trends, making the information more digestible and appealing to a broader audience.
• Interactive elements: Links to additional resources, such as detailed reports, white papers or product demos, can provide journalists with the depth of information they need to craft more informed stories.
• Social media content: Including prewritten LinkedIn, X or Instagram posts can help journalists quickly share the news across their social channels, increasing the chances of the release gaining traction.

The Future of Press Releases

As technology continues to evolve, so will the press release. We are already seeing the beginnings of interactive press releases that allow recipients to engage with the content in real time, from watching embedded videos to participating in live Q&A sessions. Augmented reality (AR) and virtual reality (VR) are also on the horizon, offering entirely new ways for organizations to tell their stories.

While the core purpose of the press release remains the same – to communicate news to the media and the public – the tools and techniques used to achieve this have evolved significantly. In today’s digital-first world, incorporating multimedia content, particularly video, is no longer optional but essential for making a press release stand out. PR professionals who embrace these changes and leverage the power of multimedia will be better positioned to capture the attention of journalists and the public alike.

About the Author

For this month’s News with Edge article, Tanya Amyote has written about the importance of urchin tracking modules. Check out this quick clip of Tanya sharing a brief overview of the article with Amy Juers, and then read on for the full article!

In the fast-paced world of digital marketing, every click, share and engagement counts. Social media has become a vital tool for businesses to connect with prospects and clients, drive traffic to their websites and, ultimately, to boost the bottom line; however, tracking the effectiveness of your social media efforts on a more granular level can be difficult.

For example, if your ten latest posts on X and LinkedIn have all been pushing visitors to the same webinar registration page, how can you tell which post did the best job by getting the most clicks?

That’s where UTMs (urchin tracking modules) are an effective tool.

 

Understanding UTMs

UTMs are snippets of text added to the end of URLs that enable analytics tools to track specific details about where your traffic is coming from. UTMs can include information such as a campaign name, the source and the medium.

Let’s assume that Edge wanted to measure how many visitors to our About page came from a specific LinkedIn post. We would add UTMs to the end of the About page URL and use that full link in only that LinkedIn post.

For this example, here is what the complete URL with UTM could look like (with the URL underlined and the UTM parameters in blue for illustrative purposes):

https://edgemarketinginc.com/about/?utm_campaign=About&utm_medium=Post1&utm_source=LinkedIn

The performance of the UTMs could then be reviewed in the website’s analytics tools to determine how the performance of that post measures up to other initiatives pushing viewers to the same webpage.

 

The Importance of UTMs in Social Media Posts

1. Accurate Attribution: UTMs allow you to pinpoint exactly which social media posts or campaigns are driving traffic to a specific webpage. Instead of relying solely on the basic analytics exports provided by social platforms, which aren’t even available in X anymore unless you’re a paid subscriber, UTMs give you granular insights into what is working and what isn’t.
2. Campaign Performance: By tracking the performance of different posts within a campaign through UTMs, you can identify which channels or types of content resonate best with your audience. This information enables you to allocate your resources in a way that will yield the best proverbial “bang for your buck”.
3. ROI Calculation: For businesses investing actual dollars into paid advertising on social media, UTMs provide a clear way to measure return on investment. They allow you to compare the cost of a campaign with the visits or conversions generated from that campaign, helping you determine its profitability and adjust your budget accordingly.
4. Understanding Audience Behavior: Beyond just clicks and conversions, UTMs can offer more detailed insight into the behavior of those who choose to bite: Do they bounce quickly, or do they stay on your website and view other pages? If so, which ones caught their attention? You can then use this valuable intel to inform both your social media strategy and your overall digital marketing efforts.

 

Best Practices for Implementing UTMs

• Consistency: Establish a clear naming convention for UTMs to ensure consistency across campaigns and simplify reporting.
• Testing: Experiment to see what works best for your specific goals and audience.
• Regular Monitoring: Review UTM performance to spot trends, identify anomalies and make timely adjustments to your strategy.

 

In the dynamic world of social media marketing, applying UTMs in social media posts will offer meaningful insight into your audience’s behavior, enabling you to adapt your strategy in real time to attract more attention to your content.

 

About the Author