Marketing for financial & tech brands who want to be relevant in 4yrs. đ4M+ views driven for RIAs, Funds & Fintech. We replace noise w/market authority.
Austin, TX
Joined May 2017
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Beetle Moment Marketing retweeted
Writing at this reading level converts 56% higher. #copywriting #marketing
youtube.com/shorts/gr58ri_vsâŠ
"Show me the money." 8:00
What Financial Advisors Can Learn From Major Brands
Emily Binder - Jolt Conference full presentation
Ford Edsel
New Coke
Google+
Tiffany
... didn't understand their market, didn't look for the white space, paid the price.
youtu.be/qpalRKDxNMg?si=IZ0iâŠ
SEO Panel Agrees: Brand Is The New Backlink For AI SEO searchenginejournal.com/seo-âŠ
The shift from ranking to answering:
2010 â 2023: The SEO Era
We wrote website copy and social posts to appeal to "The Algorithm." We stuffed keywords and built backlinks to climb a list of blue links. We wrote skyscraper blogs.
đđŒ
2024 â 2026: The AEO Era We mine the actual, messy questions people ask on Reddit and LLMs like ChatGPT, Grok, and Gemini. We don't want to be "found"âwe want to be the 𧩠linguistic match for the answer.
AI doesn't have a vibe check; it has a clarity check.
-@emilybinder
Why I'm Getting Leads from ChatGPT:
youtube.com/shorts/fyd128R1dâŠ
We don't say 'click the link below' anymore. -Emily Binder
youtube.com/shorts/w9IexCtWNâŠ
Beetle Moment Marketing retweeted
A brand that understands algorithmic distribution looks like itâs from 2028 compared to one still thinking in terms of static websites or SERP.
When you're on an audio podcast, people can't see the micro expressions on your face. You have to bring energy and passion purely through your voice.
Vocal warmups:
đ« Do 10 push-ups: get the blood flowing
đ Do 5 tongue twisters / vocal warmups (search YouTube)
đ§ Hydrate
Beetle Moment Marketing retweeted
AI is already citing posts you could create todayâ and they donât need to be viral AT ALL.
The top 2 platforms LLMs cite might surprise youâŠ
Itâs not about followers or likes.
Clear, natural-language answers win.
Thatâs what tools like ChatGPT, Google Gemini, and Perplexity pick up. #AEO
New podcastđ
The rules changed.
Most firms haven't.
Interest Media has replaced the follow graph.
AI search is replacing trad search & referrals.
Companies who treat marketing as a strategic asset â not a line item to minimize â are capturing the trillions of capital currently in motion.
AI doesn't have a vibe check; it has a clarity check.
Eg: If you are a financial advisor, your "comprehensive wealth management" site text is invisible to a logic engine. But your specific answer to a Reddit thread? That's a lead generator.
Hear how Emily turned Grok, ChatGPT, and Reddit into lead gen engines organically (no spend):
Video: linkedin.com/posts/emilybindâŠ
The firms winning in wealth management arenât the loudest â theyâre the ones publishing the most useful thinking. Have a POV.
music.youtube.com/watch?v=ZUâŠ
Planning a Happy St. Patrick's Day post? Watch this first.
Lots of advisors think holiday posts add to brand visibility. They don't â it's just filler. Here's a better, more personal date-driven marketing idea from @emilybinder.
â¶ïž Before you post that Canva shamrockđ...
AI doesn't surface the most compliant firm. It surfaces the most coherent one. Generic marketing isn't just ineffective â it's now actively replaced.
#wealthmanagement #finserv
Beetle Moment Marketing retweeted
Where to begin! I focus on: optimizing for voice and conversational queries.Â
Mirror natural language.
In a nutshell, real peopleâs discussions, reviews, and user generated content is far more of a signal for AI than it was for traditional SEO.
A few things top of my mind for AEO:
1) One key shift:
From Keywords to User Intent: AI understands the meaning behind queries, moving past keyword matching to satisfying user intent, often by directly answering questions.
2)
Pages that arenât updated at least quarterly are 3x more likely to lose AI citations. Freshness isnât optional. Old content falls off and usually doesnât come back.
3) Only ~30% of brands show up consistently across AI answers. Thereâs no real âpage oneâ. You drift in and out.
4) About 60% of AI Overview citations come from pages that donât rank top 20 in Google SERP. If your plan is ârank higher,â youâre missing where a lot of discovery actually happens.
5) ~ 85% of brand mentions come from third-party sites. Reddit, YouTube, comparison pages, reviews. Thatâs where LLMs go to see what people really think.
6) Community content influences close to half of AI answers. Real conversations matter. UGC shows up in ~48% of answers.
youtube.com/shorts/sXe6g1s2-âŠ
Clear space is the no-fly zone around a logo: fundamental in branding.
It's wild how many SMBs have no proper brand guidelines. Signs:
đelements nearly TOUCHING logo!
đrandom fonts
đŠno lockups
đno stacked logo
Remember, brand is a feeling. It lives in the subconscious.
ALT Examples of clear space around logos following brand guidelines best practice for design. Slack, Microsoft Bin, Reddit, PBS logo examples of safe areas.