Articles Written by the Edge Marketing Team


by The Edge Marketing Team

As we look toward 2026, one theme cuts across every credible marketing and PR forecast: the industry is moving away from volume, velocity, and novelty, and toward trust, clarity, and accountability. Artificial intelligence is no longer a future consideration; it is the infrastructure shaping how audiences discover information, how reputations are formed, and how credibility is earned or lost.

The talented experts at Edge are sharing their predictions for what is emerging across professional services, regulated industries, and growth-focused organizations. Together, they tell a coherent story: success in 2026 will belong to brands that combine human judgment with AI capability, communicate with discipline and focus, and treat trust as a measurable business asset, not a marketing byproduct.

Amy Juers

Trust Becomes the Most Valuable Go-to-Market Channel

In 2026, companies that win will treat trust as a core go-to-market channel, not a byproduct of marketing. As AI systems and humans increasingly consume the same information, it will be much harder to “spin” a story and much easier for the market to see who consistently delivers real value.

As AI-driven search and discovery become the primary way people find information, visibility will no longer be earned by who publishes the most, but by who demonstrates the deepest expertise, credibility, and consistency over time. The brands that succeed will be the ones AI trusts enough to surface, cite, and recommend.

AI Search Reshapes Discovery of Professional Services

Mary Obregon

In 2026, AI-driven search becomes a defining force in how clients and buyers find professional services firms. Instead of long lists of links, audiences will increasingly receive synthesized, intent-driven recommendations from AI assistants.

This shift will reward organizations that produce clear, accurate, high-signal content that is easy for both humans and machines to interpret. Authority will be shaped by verified expertise, consistent positioning, social proof, and third-party validation. Traditional keyword-driven SEO will matter less than whether AI can confidently understand a brand’s value and surface it in response to complex questions. Marketers who adapt to how large language models evaluate relevance and credibility will gain a lasting advantage.

 

Nicolle Martin

Accountability and Precision Define the Next Phase of AI Adoption

In the year ahead, the focus around generative AI shifts from simple adoption to disciplined, measurable excellence. As AI scales across workflows, skilled human oversight becomes essential. Speed without expert refinement creates gaps in quality, nuance, and trust.

Organizations will increasingly rely on specialists who understand both AI’s creative potential and the operational guardrails required for responsible use. These experts will tune outputs for accuracy, tone, compliance, and strategic alignment, transforming raw AI generation into reliable, high-value deliverables. The strongest brands will treat AI and human expertise as an integrated partnership, ensuring innovation is matched by accountability and real-world impact.

Realistic Marketing Makes Growth More Sustainable

Cindy Moen

For small and mid-size businesses, 2026 will be the year marketing finally feels manageable again. AI will streamline the tasks that once drained time and energy, giving marketers room to focus on what matters most: telling better stories, understanding their audience, and building repeatable programs.

With intelligent automation and agentic systems becoming everyday tools, lean teams will gain strategic breathing room. The businesses that win will use AI to stay consistent, curious, and genuinely connected to their customers, without chasing every trend or platform.

 

Jennifer Marsnik

Message Discipline Cuts Through Audience Overload

The volume of content produced today has far outpaced audiences’ capacity to consume it. Even sophisticated personalization cannot solve the underlying problem: people feel overwhelmed.

In 2026, differentiation will come from clarity and purpose, not output. Expect fewer campaigns with deeper storylines, stronger narrative cohesion, and greater message discipline. Organizations that articulate a simple, consistent story across channels, without over-communicating, will see stronger engagement and reputational lift. Precision, not noise, becomes the advantage.

Video Becomes PR’s Always-On Engagement Engine

Vicki LaBrosse

In 2026, video and audio move from supportive PR assets to primary communication engines. AI-powered production enables brands to release polished video content within hours of breaking news or crises, making video an always-on channel for rapid response and clarity.

Short-form videos, executive explainers, and modular clips will anchor announcements, thought leadership, and storytelling across platforms. Podcasts will evolve into timely micro-episodes used for transparency and updates during high-pressure moments. As search increasingly prioritizes multimedia, video-first PR strategies deliver both engagement and discoverability, turning every moment into a long-term asset.

 

Tanya Amyote

Measurement Moves From Activity to Impact

In 2026, marketing and PR measurement will finally catch up to how decisions are actually made. Vanity metrics like impressions, reach, and raw engagement will continue to lose credibility, replaced by sharper indicators tied to trust, influence, and business outcomes.

As AI-driven discovery reshapes visibility, organizations will need to understand not just where they appear, but why, and how that exposure influences reputation, pipeline and, most importantly, decision-making. The most effective teams will use data not as a reporting exercise, but as a strategic feedback tool, guiding where to invest, what to say less often, and which stories truly move the proverbial needle.

 

Fewer Tactics. Stronger Signals.

In 2026, marketing and PR success will not be measured by how much content is produced or how quickly new tools are adopted. It will be defined by credibility, consistency, and clarity.

Brands that earn trust through expertise, proof, disciplined storytelling, and responsible AI use will rise above the noise. Those that continue chasing volume without authority will struggle for visibility in a world increasingly navigated by intelligent systems. The path forward is clear: smarter strategies, stronger signals, and marketing that earns its place in the conversation.

About the Authors

Click here to learn about the Edge Marketing team.

 

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by Cindy Moen

Earlier this fall, my colleague Mary Obregon and I had the chance to attend the 2025 INBOUND conference in San Francisco, hosted by HubSpot. I love San Francisco and have been many times, but this was Mary’s first visit. So in between sessions we played tourists and squeezed in a few classic sights. There’s something about seeing someone spot the Golden Gate Bridge for the first time that makes you appreciate it all over again.

Once we packed away our souvenir magnets and got back to business, INBOUND reminded us just how fast the marketing world is evolving. From AI-driven search to smarter customer journeys, there were plenty of new ideas buzzing around the Moscone Center. After some reflection, here are our top five takeaways from the conference.

  1. From SEO to AEO: Content for the Age of AI

For years, search engine optimization (SEO) has been the foundation of digital marketing. But INBOUND made it clear that we’ve entered a new phase, the era of answer engine optimization (AEO). Tools like ChatGPT, Gemini and Perplexity are changing how people find information. These platforms do not just list websites; they summarize and recommend them.

What does this mean for your content? Be clear, direct and helpful. Put the answer right at the top. Long how-to guides are giving way to content that provides immediate value.

AI now looks for credibility signals, not just backlinks, so it’s important to pay attention to where your business is mentioned. Reviews, directories and respected industry sites are becoming the new indicators of authority.

If you are a HubSpot user, the AEO Grader can help you see how your content is interpreted by AI. Another helpful tool mentioned at INBOUND was xfunnel.ai, which lets you evaluate how well your webpages align with AI-driven search and user intent.

Even without fancy tools, ask yourself this question: If an AI assistant were summarizing your business, would it choose your content as the answer?

 

  1. Loop Marketing: The Customer Journey Is a Circle, Not a Funnel

One of HubSpot’s biggest themes this year was loop marketing, a new way to think about the customer journey. Instead of viewing it as a funnel that ends with a sale, loop marketing treats every interaction as part of an ongoing cycle.

A review, a support ticket or a newsletter click can all feed back into improving the next experience and creating a lasting relationship.

For small and medium businesses, this might mean using client feedback to inspire your next blog or tracking what topics drive engagement so you can double down on what works. The idea is to connect marketing, sales and service data so everyone learns from the same story.

 

  1. Attribution, Remix and Smarter Tech

Another big theme at INBOUND was smarter technology, not just more of it, like HubSpot AI Referrals and Content Remix, both of which make marketing more efficient and insightful.

AI Referrals go beyond click tracking to uncover what truly drives conversions, including those “dark social” interactions like private messages and forwarded emails.

Then there’s Content Remix, HubSpot’s pilot feature that can automatically turn one piece of content, such as a webinar, into short videos, blog posts or social snippets. For small teams, this could be a major time-saver and a great way to keep messaging consistent.

The lesson here is simple: repurpose your best ideas. You do not have to reinvent the wheel for every channel, just make sure it keeps rolling smoothly.

 

  1. Industry Priorities: What’s Working Now

Across sessions and coffee breaks, several priorities came up repeatedly:

  • Reducing reliance on Google and building authority where your audience spends time.
  • Making your content easy to scan with short sections, clear subheads and direct answers.
  • Tracking brand mentions, not just backlinks, because AI engines now measure visibility this way.
  • Investing in video, especially short, captioned clips that work across multiple platforms.

At Edge, we’ve already started auditing client content for what we call “AI readiness.” That means checking whether each page answers key questions quickly, stands on its own and clearly shows why someone should choose that company.

 

  1. Tactics That Are Shifting Fast: Email, Social and Paid Ads

Finally, some quick-hit tactics that are changing fast:

  • Email: Consumer addresses, like Gmail or Yahoo, are outperforming work emails. Keep subject lines short and use conversational first-person calls to action such as “Let’s get started.”
  • Social: On LinkedIn, engagement matters most. Focus on getting comments and shares before adding links. Genuine interaction beats reach every time.
  • Paid ads: Video continues to outperform static content, and Instagram Reels are offering better ROI than LinkedIn ads for many brands.

It’s a good reminder that authenticity, not automation, drives connection.

 

Edge’s Next Steps — and Yours Too

When Mary and I got home from INBOUND, we didn’t just unpack our bags; we unpacked ideas. At Edge, we’re already putting these takeaways into practice by:

  • Making AEO part of every content strategy discussion.
  • Tracking brand mentions and citations, not only links.
  • Testing content remix tools to help small teams do more with less.
  • Continuing to fine-tune email and social tactics based on current data.

The biggest takeaway from INBOUND 2025? You don’t need to chase every trend. What matters is staying curious about how your customers are finding information and making decisions.

Now is a great time to ask yourself: Are your answers easy to find? Are you showing up in the right spaces? Are your tools measuring what matters most today?

You don’t have to transform everything overnight. Just start where you are; keep learning; and stay flexible.

About the Author

Cindy Kremer Moen has helped Edge Marketing clients develop successful strategies and tactics to meet their goals since 2006. When not at her desk, she can be found on the trails and waterways near her home on the shores of Lake Superior.

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by Vicki LaBrosse

The playbook for public relations is being rewritten at light speed. Gone are the days when a successful strategy meant simply getting your name into the right newsrooms or onto industry blogs. In today’s world, artificial intelligence is reshaping how journalists, businesses and, most importantly, your clients discover and trust brands. If your content and expertise aren’t showing up in AI-generated responses, you may be invisible in the very moments that matter most.

Marketers and business leaders must adapt to this new era. This article explores the most urgent lessons: what it means to “earn” AI-driven PR, how to become a cited and trusted source and where to begin transforming your strategy for both human and machine audiences.

A Press Room Without Walls and a Thousand Gatekeepers

PR is no longer about catching the attention of a handful of journalists in a crowded press room. The modern press room is digital, distributed and populated by both people and the invisible algorithms powering discovery for billions. It’s no longer enough to be included in a roundup or a directory. The real win is being cited: referenced by authoritative sources, podcasts, respected blogs and, crucially, the AIs and bots that now power major search and curation platforms.

This change brings new challenges and opportunities. Mentions are fleeting, but citations build equity. Every time a reputable outlet, influential blog, trade newsletter or analyst report cites your company by name, it increases your authority in the eyes of humans and the data-driven logic of AI. The algorithms powering search and generative content do not just count mentions; they connect the dots between quality, diversity and context.

Consistency and Relationships in Earned Media

Citations aren’t won by accident. They’re earned through consistent effort and genuine relationships. Agencies and brands need to engage with the media year-round, not just during a product launch or news cycle. Building lasting relationships means becoming a recurring resource who is ready to comment on industry trends, provide real-time insights or offer up other experts from your organization for commentary. Rather than waiting for an opportunity to pop up, successful brands are proactive, looking for ways to plug in to the larger industry dialogue even if the discussion isn’t always directly about their offerings.

In practice, this means regular and relevant communication with editors, reporters, bloggers, podcast hosts and even AI content trainers. It means studying the work of your media contacts, offering exclusive or counterintuitive perspectives and being just as comfortable listening as you are pitching your story. It is this persistent, value-first approach that elevates you from “just another mention” to a go-to resource, which is something both journalists and the emerging wave of AI content tools quickly recognize.

Content Built for the Algorithm and the Audience

Where does all this relationship-building come to life? In the content you produce. The rise of AI means your writing must do double duty: attract readers and appeal to machine logic. That points to focusing on the clarity, structure and intentional use of every headline, summary and subheading.

Gone are long-winded intros and buried insights. Today’s best content gets to the point up front, answers meaningful questions and offers concise takeaways. Thought leadership must be actionable, digestible and easy for both people and bots to parse. The structure isn’t window dressing; it sets up a road map for AI engines to “find” your expertise and elevate it, sometimes even quoting you directly in synthesized responses to user queries.

In technical terms, this is where it pays off to include meta descriptions, structured data and schema markup on your web properties. But it also means writing honestly and directly, addressing the real concerns of your audience and colleagues and avoiding the fluff that neither human nor machine values.

From a Single Story to a Content Ecosystem

Of course, it’s not enough to create a single brilliant post or land one high-profile interview. In the new PR landscape, amplification and repurposing are vital. Every time your brand is referenced in a major publication or podcast, use that moment across your entire content stack. Feature the achievement on your website, in newsletters and on social channels. Turn a smart quote into a headline for your next blog post; clip videos for sharing; and make use of “as seen in” bars or trust badges to quickly build credibility with new audiences, including AI-powered discovery engines.

In our work at Edge Marketing, we see that the most visible brands treat these efforts as part of a larger content ecosystem, where every piece supports another and increases the likelihood that both human editors and AI bots connect the dots.

Actionable Steps to Earn AI-Driven PR

  • Cultivate relationships with journalists, bloggers, analysts and podcast hosts by engaging with their work and offering unique perspectives.
  • Create clear, well-structured content with headlines, summaries and subheadings that get to the point and answer real industry questions.
  • Use your own expertise and that of your colleagues; pitch fresh voices and stories, offering insights even when you’re not the headline.
  • Prioritize value in media outreach—share research, actionable tips or checklists rather than just promotional points.
  • Amplify every earned mention: blog about it; share on social channels; use trust badges; and turn key insights into recurring conversation starters within your industry.
  • Add meta descriptions, schema markup and technical enhancements where possible to help AI algorithms surface your content more easily.
  • Track your success not just by clicks or page views, but by the frequency and quality of citations and references in both traditional and AI-generated media.

Monitor, Learn and Evolve Constantly

Finally, no PR strategy today is fully “set and forget.” You should actively monitor where your brand is discovered by setting up Google Alerts, review native application analytics and simply ask new connections where they first found you. Pay attention to citations on Reddit, podcasts, forums, newsletters and niche sites, all of which are fertile ground for both press mentions and algorithmic citation.

The best modern PR teams are those who are ready to experiment, adapt and double down on what works. That means being comfortable with a living, evolving strategy and accepting that visibility today is shaped by a partnership between your work, your network and the endlessly evolving universe of AI.

If you’re ready to step up your visibility and become a cited authority in the view of both eyes and algorithms, Edge Marketing’s library of Tip and Guide PDFs can light your path. Visit www.edgemarketinginc.com to get started and join the brands and leaders who are shaping the future of AI-driven public relations.

About the Author

Vicki LaBrosse is director of global public relations at Edge Marketing and a recognized leader in digital communications, earned media and thought leadership strategies.

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by Mary Obregon

If you’re still thinking of “search visibility” as landing a top spot in Google’s traditional results, you’re overlooking the revolution happening right under your nose. At Edge Marketing, we see the rules (and opportunities) changing faster than ever, driven largely by the rise of AI-powered search engines and chatbots. For your brand or business it’s not just about being “found” anymore; it’s about becoming the authority: the cited, quoted and trusted resource at the core of every answer, both for humans and machines.

From First Page to First Answer

For years, marketers and professional service leaders put significant effort into achieving that elusive “page one” ranking in a basic Google search. But as my colleague Amy Juers and I recently discussed on the Edge Unscripted podcast, today’s searcher experience in legal, accounting, tech and beyond looks completely different.

Platforms like ChatGPT, Google’s new Search Generative Experience and Gemini now deliver direct, AI-powered answers to users, often without requiring a single click. According to recent data, a staggering 65% of searches now end without users ever visiting a website. Instead, people want clear, immediate answers; we all do—myself included!

This shift is especially crucial for those in thought leadership-driven sectors. If your expertise isn’t featured or cited in these AI-powered answers, your brand risks being invisible to your ideal audience. The new reality is that being the top answer, cited as the authority, has replaced the vanity of traditional search ranking.

What Does “Being Cited” Mean in Practice?

Being cited doesn’t just mean showing up somewhere in a list. It means your insights, your data, your opinions are the answers AI applies to respond to users’ questions. Imagine someone researching best practices for firm IT workflows and ChatGPT lists your white paper or quotes your CEO’s expert commentary. As I shared on the podcast, it’s becoming increasingly common for a prospective client or journalist to say, “I found you because you were referenced in an AI-generated answer.” That’s business impact you can measure.

Enter Generative Engine Optimization (GEO)

How do you get there? Traditional SEO isn’t obsolete by any means. Google ranking still matters, but it now serves as just one piece of the puzzle. An emerging strategy we call generative engine optimization (GEO) is quickly becoming a must-have: structuring, distributing and amplifying your expertise specifically so that generative AI engines discover and cite your brand. While still evolving, GEO is already proving essential for visibility in AI-powered searches.

Here’s where to focus your efforts:

  1. Make Your Content AI-Ready

GEO starts with making your content easy for AI models to interpret and surface. This means using structured Q&A formats, with direct and concise answers to real client questions, and creating content that can be quickly indexed, summarized and surfaced. On the Edge Marketing website, for example, we’ve added detailed FAQs targeting the exact pain points and queries of our buyers. Not only does this help humans navigate, but it also makes it much easier for AI engines to parse and reference our expertise.

  1. Get Cited Beyond Your Own Platform

It’s not enough to publish great content on your own website. AI platforms value third-party validation. You should pursue bylined articles, guest podcast spots, PR placements and speaking opportunities in industry publications and events. Trade journals, technology podcasts and expert commentary pieces can all become feeder content for AI engines. Even a single bylined article in a respected trade publication may be referenced dozens of times in generative AI responses.

  1. Optimize Technically for AI

Technical SEO isn’t going away; it’s evolving. Clear schema markup, explanatory meta descriptions and well-structured headers help both search bots and human readers quickly recognize the expertise in your content. Make sure every blog, white paper or landing page is as “bot-friendly” as it is user-friendly.

  1. Repurpose and Tag All Content Types

Remember: AI engines analyze not just written words, but audio and video content as well. Ensure your podcasts, webinars and panel discussions are transcribed and properly tagged with relevant keywords and names. The more comprehensive your content footprint is, the more opportunities there are for AI to find and trust what you’re saying.

  1. Measure What Really Matters

Finally, it’s important to track not just clicks, but citations—where your work is being directly referenced by AI and media. While robust software tools are still catching up (and we at Edge are constantly researching the best solutions), you can start by simply asking new leads how they found you, monitoring PR pickup and experimenting with analytics tools that highlight AI-driven traffic sources.

PR Is Now Every Touchpoint

At Edge, we treat every blog post, interview, podcast and announcement as PR—not just for search engines, but for people too. The goal is to optimize every touchpoint for human trust and AI discoverability alike. Stay persistent: keep creating, optimizing and sharing your expertise wherever decisions are made, whether by humans or by the AI platforms influencing the next wave of business discovery.

Are you ready to be found and cited, not just by Google but by the wave of AI-powered engines shaping tomorrow’s marketplace? Start with these steps. For deeper insights, download our free GEO Tips and Guides PDF at edgemarketinginc.com.

About the Author:

Mary Obregon is a marketing strategist at Edge Marketing. For more AI-driven strategies, subscribe to the Edge newsletter or tune in to the Edge Unscripted podcast.

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by Jennifer Marsnik

LinkedIn remains a valuable social media platform in a marketer’s toolbox. And despite the buzz around newer platforms or shifting algorithms, its role in marketing has only grown more central.

The reason is simple: LinkedIn is where decision-makers are. It’s where they read industry news, follow thought leaders, and may evaluate potential providers. With more than one billion users and nearly 80 percent of them influencing business decisions, the platform offers unmatched access to the professionals that marketing efforts are trying to reach.

But if your organization is relying solely on posts from your company page or the occasional ad, you are only scratching the surface of what’s possible. The real power lies in activating the people behind the brand: your employees.

The Power of Employee Engagement

Employee voices can carry more credibility than brand voices. When a company page shares an update, it may get a few hundred impressions. But when your partners, associates, or other staff share a post, even if it’s the same content, it’s seen as authentic, personal, and worthy of engagement. That post can reach thousands of relevant connections and start meaningful conversations. For a professional services firm where relationships and reputation drive business, that’s invaluable.

Make It Easy, Make It Worthwhile

To build momentum, start by making it easy for employees to participate. Package content in a way that’s ready to go—sample headlines, suggested captions, and clear calls to action go a long way. Encourage personalization so their posts feel genuine, not scripted. Tools like GaggleAMP or EveryoneSocial can streamline this, but even a shared Google Doc can do the trick.

Recognition also matters. Share engagement stats, highlight posts that performed well, and create a friendly competition or internal shoutout system. Employees are more likely to share when they both understand the impact and feel supported in doing so.

Leadership Sets the Tone

One of the biggest drivers of engagement is seeing firm leadership involved. When managing partners, a chairperson, or committee leads actively share insights or comment on industry issues, it signals that participating on LinkedIn is not only acceptable, it’s encouraged. That leadership-by-example approach helps break through hesitation and establishes a culture of digital visibility.

Align Engagement with Employee Goals

Finally, don’t just position LinkedIn sharing as an ask. Help employees see how it benefits them, too. Building a professional brand, showcasing expertise, and expanding their network can lead to speaking opportunities, new business, or career growth. When the value is mutual, engagement is far more sustainable.

8 Ideas for Activating Employees as LinkedIn Advocates

  1. Create a Clear Advocacy Program
    • Define goals (brand awareness, lead generation, thought leadership).
    • Identify content types employees should share (law firm news, industry insights, personal stories).
    • Offer guidance on how often to post and how to engage meaningfully.
  1. Provide Shareable, Pre-Packaged Content
    • Develop a regular cadence of shareable posts (with optional personalization).
    • Use employee advocacy tools like EveryoneSocial, GaggleAMP, or Hootsuite Amplify to distribute content easily.
    • Tailor posts by role or department to keep messaging authentic and relevant.
  1. Make It Easy and Rewarding
    • Offer templates or headlines they can adapt.
    • Recognize top advocates publicly or through small incentives.
    • Share analytics to show the impact of their engagement (e.g., reach, clicks, new followers).
  1. Train and Empower
    • Host LinkedIn workshops to improve profile strength and posting confidence.
    • Encourage employees to build their personal brands by sharing their knowledge, expertise and insights on industry topics.
    • Feature standout posts as examples of good content.
  1. Lead by Example
    • Have firm leaders and marketing execs actively post, comment, and share.
    • When leadership is involved, it signals credibility and encourages team-wide participation.
  1. Encourage Engagement, Not Just Sharing
    • Ask employees to like, comment on, or add insights to firm posts and not just reshare them.
    • Promote tagging teammates, partners, or clients to increase visibility and interactions.
  1. Spotlight Employees on the Company’s Page
    • Rotate features that highlight team members’ stories, wins, or insights.
    • This not only builds engagement but makes employees more likely to reshare and promote.
  1. Align Content with Personal Value
    • Show how sharing supports their own reputation as industry experts.
    • Encourage posts about professional learnings, behind-the-scenes stories, or case outcomes (with client approval).

The Bottom Line

Trust and visibility are non-negotiable. LinkedIn remains the best place to build both. By empowering employees to be part of the conversation, you multiply the reach and credibility of every message. The tools are there, and so is the audience. The only question is whether your people are showing up.

About the Author:

With Edge Marketing since 2007, Jennifer Marsnik specializes in helping clients develop and implement strategic plans that support their overall business goals.

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by Nicolle Martin

Stories have always been at the heart of how we connect, influence, and create change. In a world where the average person is bombarded with literally thousands of marketing messages every day, the ability to tell a compelling story has never been more important or more impactful. But the question is, how do you craft a story that doesn’t just resonate but also inspires action?

Storytelling is a cornerstone of how marketers help brands succeed. Through storytelling, you can develop narratives that cut through the noise, remain memorable, and ultimately drive results. But today, storytelling needs to do more than capture attention, it needs to offer clarity, build trust, and inspire confidence in both your brand and the solutions you provide.

Why Storytelling Matters in Today’s Marketing

Stories are more than entertaining – they’re how we process meaning, relate to the world, and make decisions. In marketing, a great story helps clients understand their challenges, envision solutions, and take the next step, such as buying your products or services.

The most effective types of stories achieve this balance by focusing on two key elements:

  1. HERO: Positioning the audience, the client, as the hero of the story. In every great story, the hero is the one on a journey. They have challenges to overcome, goals to achieve, and a vision of a better future they want to create.What does this mean in marketing and PR? It means shifting the focus away from what your brand does and centering the narrative on the challenges your clients face. Success is not about pushing your products or services; it’s about demonstrating your understanding of the struggles your clients face and showing how you are invested and want to help.
  2. GUIDE: Taking on the role of the guide to help them succeed. Being the guide, rather than the hero, positions your brand as a trusted ally. Your expertise becomes the tool through which your audience, the hero, achieves their goals and overcomes the stakes. It’s a humble role but a powerful one because it builds trust and establishes long-term relationships.

Brands need to identify key messaging that positions them as the trusted, results-driven partner that clients need in a saturated and competitive marketplace. Everything, from your messaging to your delivery, must be aligned with the problem your audience faces and the solution they’re searching for.

Elevating Your Story to the Right Audience

Crafting a great story is only part of the equation. To create meaningful connections and inspire action, your story needs to be in front of the right audience at the right time and in the right way. That’s where AI-driven strategies come in.

By leveraging AI, brands can go deeper, delivering the precision, insights, and adaptability needed to ensure stories not only reach the right audience but also resonate with them in a meaningful way.

Imagine being able to understand what your audience truly cares about and then aligning your messaging with their needs at precisely the right moment. It’s the difference between hoping your campaign works and knowing your campaign is designed for results.

AI also can test, refine, and optimize stories in ways that weren’t possible before, ensuring every element performs at its best. While creativity drives the story, AI ensures it connects, converts, and builds the momentum needed for long-term success.

The Key Elements of a Good Story

Whether in marketing, PR, or branding, crafting effective stories begins with understanding what your audience needs. It’s about uncovering the problems they face, offering empathy and authority, and showing them how your brand is the partner they can trust to help them achieve their goals.

The stories that perform the best aren’t about overcomplicating things, they’re about clarity, connection, and working toward a shared vision of success.

What It Means for Your Brand

Crafting high-impact stories isn’t about saying more, it’s about saying the right thing at the right time. It’s about aligning your brand’s strengths with what your clients need most and presenting that narrative in a way that is authentic, actionable, and compelling.

And while storytelling has always been an art, it’s now elevated by AI. With our team’s expertise, coupled with the help of AI, we craft stories that are impactful, measurable, and unforgettable for your audience.

If your brand isn’t leveraging storytelling with precision and purpose, it’s time to think differently. Edge Marketing is here to help you start the next chapter in your brand’s success story.

About the Author:

Nicolle joined Edge Marketing in 2007. Today, Nicolle leverages her industry expertise to help clients strategically plan and execute marketing and public relations initiatives that drive growth and align with their business goals. Her ability to navigate the dynamic legal and accounting tech landscapes makes her an invaluable partner for companies looking to gain a competitive edge.

When she’s not crafting strategies or driving results for her clients, Nicolle enjoys spending time with her family and their two lovable but energetic boxers, Jax and Louie.

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by Jennifer Marsnik

The pace of change in marketing isn’t slowing down. In fact, it’s accelerating. In this month’s News with Edge article, Jennifer Marsnik breaks down why embracing change—rather than resisting it—is critical to long-term success in marketing and PR.

Interested in diving deeper? You can also check out our new episode of Edge Unscripted, in which we talk candidly about the rise of artificial intelligence and how it’s impacting marketing and PR professionals in the industries we serve.

 

Change isn’t just in the air—it’s woven into the very fabric of how we live and work today. In the world of marketing and public relations, change has moved from a disruptive force to an everyday companion. Whether driven by technological innovation, shifting audience behaviors or evolving business priorities, the pace of change has accelerated—and embracing it is no longer optional.

Spring, with its natural symbolism of renewal, reminds us that change can be beautiful, energizing and necessary. In marketing and PR, it’s about more than just staying current; it’s about staying relevant. New tools and technologies—particularly artificial intelligence—are redefining how we engage with audiences, personalize experiences and measure success. But beyond the buzzwords lies a fundamental truth: it’s not just about the tech; it’s about how people choose to engage with it.

The Human Side of Innovation

One of the biggest challenges with change isn’t adopting the technology but shifting the mindset. Many organizations focus heavily on acquiring new platforms or tools, yet neglect the importance of change management and team adaptability. The real differentiator is the willingness of individuals and teams to learn, evolve and experiment.

Embracing change means saying yes more often. It’s about taking calculated risks, trying new formats like video or audio content even if they’re outside your comfort zone and stepping into unfamiliar roles with confidence. In today’s landscape, marketing professionals must balance technical skill with emotional intelligence, leading teams through transformation with clarity and compassion.

AI: “The Industrial Revolution on Steroids”

AI is undeniably a driving force in this new era of marketing. From automation and segmentation to content creation and performance tracking, AI has given professionals the ability to work smarter, not harder. But its value doesn’t stop at efficiency. It also empowers us to connect more authentically by tailoring messaging to the right audience at the right time.

Still, AI isn’t a silver bullet. Success lies in testing, iterating and learning. A/B testing messages, segmenting audiences thoughtfully and continuously refining strategy are what allow businesses to stand out—not just for being innovative, but for being effective. And while it’s tempting to wait for the “perfect” version of a tool or platform to arrive, the best way to learn is to dive in and get hands-on.

Rooted in Core Principles

Though the tools have changed, the core of marketing and PR hasn’t. Storytelling, connection and trust remain central. If you’re a seasoned communicator who once thrived in print or broadcasting, those skills still matter. Today they’re applied across social media, podcasts, digital campaigns and interactive content, but the principles of compelling messaging and audience insight are timeless.

Start Where You Are

Waiting for the dust to settle on change means getting left behind. Whether it’s AI integration, new communication platforms or shifts in audience expectations, staying ahead means starting now. Embracing change isn’t about being fearless—it’s about being flexible. It’s understanding that perfection is a moving target and starting messy is better than not starting at all.

Ultimately, embracing change in marketing and PR isn’t about abandoning what works—it’s about being open to what’s next. It’s about leveraging existing strengths while exploring new possibilities, all while staying rooted in purpose and authenticity. Because when we meet change with curiosity instead of resistance, we don’t just adapt—we grow.

About the Author:

With Edge Marketing since 2007, Jennifer Marsnik specializes in helping clients develop and implement strategic plans that support their overall business goals.

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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.

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by Amy Juers, MBA

Strategic Evolution: The Future of Marketing and PR

At Edge Marketing, we have always believed in staying ahead of the curve. The world of marketing and public relations is changing faster than ever before, and if you’re standing still, you’re already behind. AI is transforming the way we discover and consume information—and we’re not just embracing the change; we’re leading it.

This isn’t just about chasing the latest tech trend. Adopting AI into our workflows reflects our commitment to evolving strategically, with our clients and their success at the center of everything we do. It’s about leveraging what works and meeting audiences where they are, with a balance of innovation, trust and authenticity.

AI isn’t just impacting our operations—it’s rewriting the rules of the game for industries across the board, including our clients’ worlds. The future of brand visibility, trust and engagement requires a new mindset—one that considers AI’s influence on searches, content creation and audience expectations.

Part 1 of this article dives into the massive shifts AI is bringing to Google Search and SEO and why traditional searches are no longer part of the solution for marketers. It’s not theoretical—it’s happening, and businesses that adapt will come out ahead. At Edge Marketing, we’re not just adapting; we’re continuing to lead with the same forward-thinking and trusted expertise that has guided us for over two decades.

Part 1: Is Google Search Dead?

How AI Is Reshaping the Game—and How to Adapt in 2025

Let’s face it: we’ve never seen change like this before. Since the dawn of Google Search in 1997, search functions have evolved steadily—but never at this pace. AI has disrupted searches so profoundly that what once took years to transform is now happening every few weeks.

AI-driven assistants like ChatGPT and Gemini have completely shifted how people find information. Instead of relying on traditional search results, users are turning to conversational models that deliver direct answers, and mostly good ones, in seconds.

Think about it: why rely on an organic search result list when an AI platform can get you the answer immediately? Studies are already suggesting this could lead to a 70% decline in traditional search traffic. This is a massive wake-up call for businesses that rely solely on SEO strategies—Google Search isn’t dead or going anywhere soon, but it certainly won’t hold the power it once did.

 

Why Google Search Alone Isn’t Enough

If your content strategy is built entirely around rankings on Google, it’s time for a rethink. Ranking #1 on the organic search results page was once the goal—but these days, being #1 often feels more like being stuck on “page 4.” Between AI-generated answers, featured snippets and Google’s AI-first search models, organic rankings are being pushed farther down the page—or bypassed altogether.

Historically, from what Edge Marketing has seen, SEO companies have not produced impactful results for B2B. The recommendation for clients was to put meaningful, impactful and fresh content on their websites on a consistent basis. This still holds true, but in addition to that, there needs to be a mindset shift in the content strategy.

So what’s the plan? Businesses need to think far beyond Google—because being “searchable” is no longer enough to build a thriving brand.

 

Adapt or Get Left Behind

Here’s the hard truth: Google Search as we once knew it is fading. The brands that stand out now are the ones adapting to an audience that consumes content in more diverse, AI-driven ways.

It’s time to think beyond rankings. Effective marketing in 2025 will be about relationships—building trust through authentic engagement wherever your audience seeks information. Whether that’s in AI-driven searches, emails, on a video platform or across social media, the key is diversification: meeting your audience where they are and not expecting them to come to you.

The days of “that’s not my thing” or sticking your head in the sand are over. The market has shifted—staying relevant means evolving alongside it.

 

Final Thoughts

The future of marketing isn’t just about leveraging AI. It’s about creating strategies focused on trust and relationships and knowing how to use every tool and snippet of industry expertise at your disposal to elevate your brand’s voice. As marketers, this shift isn’t just exciting—it’s an opportunity to shape the future. Adapting isn’t optional.

So are you ready to evolve? Because Edge Marketing is already leading this charge.

Tune in for Part 2, where we will discuss what marketers and businesses must do to stay visible and build brand trust in 2025 and beyond.

But then again, why wait? Contact us today and we will be happy to share Part 2 with you now!

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.

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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.

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