In This Episode
CSTMR team members Zac Garver, Romina Gómez, and Brendan Bresnahan break down Google’s recent documentation on optimizing websites for generative AI features. As search behavior shifts and AI overviews reduce traditional website click-through rates, the group discusses why chasing short-term tactics or writing for algorithms instead of humans fails.
They explore how foundational SEO practices remain essential for generative engine optimization and answer engine optimization, highlighting the importance of original, non-commodity content rooted in first-hand experience. By moving away from hyper-focusing on immediate clicks and exact-match keywords, businesses can build a durable, holistic Discovery Optimization strategy across search, social, and earned media.
Key Takeaways
- SEO is the Foundation for AI Visibility: Google’s guidance clarifies that classical search engine optimization practices directly feed generative search features rather than replacing them.
- Rise of Discovery Optimization: Online visibility has expanded past single-branch SEO into a broader ecosystem including Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO).
- The Impact of AI Overviews on Clicks: Click-through rates from search results are dropping dramatically, requiring brands to measure value through overall brand exposure and citations rather than standard site visits alone.
- Commodity vs. Non-Commodity Content: Generic, middle-of-the-road content easily synthesized by LLMs loses value; AI engines prioritize unique, first-hand subject matter expertise.
- Intent Outweighs Exact Match Keywords: Modern discovery platforms interpret human intent and natural language, freeing content creators from rigid keyword stuffing.
- Avoid the Trap of Gaming AI: Techniques like artificial content chunking, manipulative markup, or buying link mentions fail because core retrieval mechanisms still rely on ground-level content quality.
- Topic Clusters Build Authority: Demonstrating comprehensive coverage of core industry topics helps both human users and AI engines verify brand authority.
- Shift Toward Holistic Visibility: Long-term marketing success relies on integrating organic search, social search, AEO, GEO, and earned media under a single strategy.
Transcript
Meet the Team Behind CSTMR’s Content Strategy
Zac Garver: Welcome to the special episode of Mighty Finsights. I’m Zac Garver, CSTMR’s Multimedia Manager, the producer for the show, Mighty Finsights. And with me I have Brendan Bresnahan and Romina Gomez. And we are going to be talking about some recent guidance that Google published about AI search optimization. But I’m going to hand it over to each of them to introduce themselves and talk a little bit about the work they do at CSTMR. So Brendan, why don’t you kick us off?
Brendan Bresnahan: Yeah, Zac, good to see you, man. Happy to be here to have this conversation about AI visibility optimization. My name is Brendan. I’m CSTMR’s director of content. To summarize my role at the agency, it’s essentially focused on building out strategies for content programs for our clients. That could range from everything from long form blog content to website copy to email, social, digital advertising, it runs the gamut. We can summarize it by saying that I built out and help execute the content program strategies for our fintech and financial services clients.
Zac Garver: Fantastic. Romina.
Romina Gomez: I’m very awkward at doing this, so
Brendan Bresnahan: No, you’re doing great.
Zac Garver: We’re going to talk about the World Cup too, so we’ll all relax with that.
Romina Gomez: Hello, my name is Romina Gomez. I’m the Discovery Optimization Manager here at CSTMR, and I’m in charge of everything related to websites, and alongside Brendan I help with everything related to content, copy, blog articles. Not that much on paid and social, but that’s my role here, pretty much.
Zac Garver: Cool, awesome. Well, I certainly have enjoyed working with both of you and I’m looking forward to this conversation, especially because there has been so much that’s been changing about how keywords and SEO and visibility works with AI. Even I’ll just speak for myself, I now frequently will ask AI things before I go and Google them, because I want to get to the answer faster. But I think that there’s some, like most business owners, might be missing some of this. So Brendan, can you just set this up for us? What’s happening? What are we talking about here, and why does it matter?
From SEO to Discovery Optimization ~02:38
Brendan Bresnahan: Yeah, absolutely. So for as long as I’ve been working in digital marketing, which is over a decade now, the framing for the conversation of online visibility is no longer exclusively search engine optimization. The conversation has expanded to include strategy and best execution practices for additional branches of online visibility, focused on these AI discovery platforms. And in fact, very recently, well, not so recently anymore, about a year ago, we shifted our entire framework from almost exclusively search engine optimization when talking about online visibility to now what we call discovery optimization, which is recognizing that the online visibility, or discovery family tree, is no longer a single branch, that being search engine optimization. There are additional branches to that tree, those being generative engine optimization and answer engine optimization.
Zac Garver: Yeah. And Romina, where do you think the market is with this whole idea? How are business owners implementing or tracking the changes that are affecting SEO?
Romina Gomez: Well, I think that I wouldn’t say that business owners are really aware of this or tracking this. When we started discussing this change of framework, like Brendan mentioned, we saw some of our clients being anxious around these new terms, these new branches. And that’s where, or why, we started discussing this discovery optimization change. And I think after a year of anxiousness from everyone in the marketing world, Google decided to publish this new document that we’re going to cover now, and that we’re all trying to see how this fits into our marketing strategy and how we measure the success of the strategies we’re implementing. So I think we’re still trying to discover that. And that’s why we’re having this conversation again.
Zac Garver: Okay, so in a sense, what our listeners can expect from this is a discussion of what has changed and then what they themselves might need to change to accommodate that, what sorts of things they should be thinking about for their own strategy. Do I have that right?
Romina Gomez: Yeah, definitely. When we started this change, we were already on the position that SEO is still relevant, and that’s why we need to keep working the way we’ve been working. And this document can be found on the developer’s Google website.
Zac Garver: We’ll link to that in the show notes so people can follow along.
Romina Gomez: Yeah, great, because I know how to find it, but I can’t remember the name of the
Brendan Bresnahan: Don’t spell it out, y’all.
Romina Gomez: Great, great. But if you Google it, it’s going to appear. Click the one from Google, not the one from AI, please. What was I going to say, Brendan?
Why This Conversation Has Always Been Hard for Fintech
Brendan Bresnahan: Yeah, this documentation that Google released, which can be found on Google Search Central, is titled “Optimizing Your Website for Generative AI Features on Google Search.” It’s important to discuss this because, in my experience, the SEO conversation with clients, especially in fintech and financial services, has always been a difficult conversation to have. Search engine optimization strategies are very labor intensive. They take a long time to build out, a long time to implement, a long time to see substantive return on investment. And it’s also pretty dynamic, I know that sounds counterintuitive based on what I just said, but it is dynamic. There are updates to the search algorithm; what worked last quarter isn’t necessarily going to work this quarter. You really need to take a magnifying glass to the data to understand the full story of how performance is trending quarter over quarter, year over year. So it’s always been difficult to have this conversation with clients, because especially in the world of fintech and financial services, they’re more accustomed to, I don’t want to say immediate ROI, but the short and medium term benefit of strategies on other channels. Digital advertising, for example, is pretty easy for our clients to understand, because they think, input dollar in, X number of dollars out. Or email as a channel, because they’ve been working with email for thirty plus years, targeting a list of prospects or engaging with a list of clients. So it’s just been a tougher sell with respect to search engine optimization. Now, with recent shifts in these AI discovery platforms, our clients are coming to us and saying, hey, what are we doing to focus on generative AI search? What strategies are we building out? What tactics are we implementing? How are we executing? What does the data tell us, are we seeing good performance, poor performance? And they’re skipping past SEO.
We’re saying, okay, yeah, the SEO stuff is great, but what are we doing to get AI visibility? What are we doing to get chatbot referral citations? What are we doing to appear in the AI overviews? And that’s why it’s important to have this conversation, because we’ve always suspected, in fact, when we built out the discovery optimization framework, this was a core pillar of it, that the foundational best practices of search engine optimization are still hyper relevant. They’re probably more relevant than ever to finding success on generative AI search. That was our thesis. That’s what we saw in the data when we were auditing our clients’ websites. That’s what we had seen put out by certain respected leaders in the world of digital marketing. But it never came directly from the source, the source being Google. There was never a publicly available position or statement from Google with respect to the role that search engine optimization plays in driving performance for generative AI search. Now that’s what we have, and that’s why I think it’s important to review it today.
The SEO Flywheel Still Spins
Zac Garver: Yeah, awesome. So if I can, it sounds like SEO has always been a bit of a flywheel, right? You apply effort over time and you build up this momentum, and it helps carry you through. And even when you have these fluctuations in the algorithm, or major updates to the algorithm, that flywheel still counts for something, even if you have to adjust short term tactics to continue feeding it. Do I have that correct?
Brendan Bresnahan: Yeah, absolutely. It requires a lot of long term nurturing to make sure that you achieve the results you want to see, and that they’re sustainable over time.
Zac Garver: Okay. But if we are talking about short term things, Romina, what is changing about search behavior right now? Because obviously businesses, we’ve seen it with our clients, but more broadly speaking, how is search behavior changing thanks to some of these AI tools?
Romina Gomez: Yeah, for our discovery optimization framework we used data from Ahrefs. They did a study in 2025 showing that AI overviews were changing the amount of clicks a website was getting, so the click through rate was going to be lower. By 2025, they were saying that AI overviews were cutting click through rate by 34%. They republished that same study at the beginning of 2026, and they’re already talking about 85%.
Zac Garver: That’s huge.
Romina Gomez: And at first it was mainly based on health and legal websites, but now we’re seeing that financial websites are also catching up with that trend. So that’s why it’s important to consider these other branches of referral traffic, as Brendan mentioned, or AI overview citations, to understand: if we’re not getting clicks through search, where are we getting the traffic from? Where are we getting those mentions, and that traffic that used to be tied to clicks?
Zac Garver: Yeah, okay, cool. That does make sense, at least from my own experience of how I’ve changed the way I use the internet. But let’s pivot a little bit, what is Google actually saying about this now that we have it straight from the horse’s mouth, as it were?
Commodity Content vs. The Real Thing
Brendan Bresnahan: Absolutely. I’m just going to open up the document and read off some of the most important takeaways, my apologies to the viewers. There’s a section titled “Apply Foundational SEO Best Practices to Generative AI Search.” It leads with creating valuable, non commodity content for your audience, and we’ll get into what that means in a second, but some of the bullet points Google has outlined are, first and foremost, providing a unique point of view: a firsthand point of view based on your experience, your subject matter expertise, something that’s unique to you or your business or the position you’re in. As I said, creating non commodity content that’s helpful, reliable, and people first. Commodity content can be defined as something that anybody could produce, anybody in any industry, at any level of experience, could produce commodity content. And it’s interesting, because the example Google gives falls right into our lane as a marketing agency for fintech and financial services organizations. The example of what not to produce, from Google, is an article like “Seven Tips for First-Time Homebuyers.” So if you’re a lender and you specialize in mortgage lending and you write an article titled “Seven Tips for First-Time Home Buyers,” it’s considered content that literally anybody could put together and publish, there’s nothing in it that’s leveraging a unique point of view, your experience, or subject matter expertise.
To contrast that, and this example isn’t in Google’s guidance, an example of non commodity content for a mortgage lending business would be something like an article written from the first person perspective of a loan officer. Based on that loan officer’s years of experience in the industry, their accumulated knowledge, their accumulated subject matter expertise, here’s a guide, or best practices, learnings, takeaways for a home buyer to get through the home purchase process. It’s still a guide, it might even take a listicle format, but it’s based on the subject matter expertise and experience of somebody who’s been in the industry, who’s on the front lines of mortgage lending. That’s the important distinction between commodity and non commodity content. But the crux of it is: are you providing helpful, reliable, value driven, actionable, people first content?
Zac Garver: Yeah, that makes a ton of sense. If I could jump in real quick, it sounds like there’s at least one marketing principle in there around branding, right? If a message from your brand could be associated with any other brand, you’ve missed, there’s something about making it distinctive. And the other thing that strikes me about what you said is that with people using AI to write articles to try to save time and do the thing a little faster, you automatically end up in that middle of the road area, where it’s like, what’s an article that the AI could reasonably write? Well, it’s a probability engine. It’s going to write something anybody could write. So it looks like you’re saving time, but you’re really just stepping into the trap, which is commodity content.
Brendan Bresnahan: Yeah, no, absolutely. Google’s whole guiding principle, their North Star, is: are we delivering value to the users of Google? Are we getting them the information they’re searching for? Is that information helpful? Is it going to assist them as they try to achieve a goal, overcome a challenge, or just get the information they’re looking for? And with AI, yeah, it is now probably more competitive, I’d say more people have the ability to mass produce vanilla, middle of the road content. And taking it back to what we do, those businesses that take the time and put in the effort to create something that’s truly value driven and helpful to their target audience are the ones that are going to see massive return on investment from their content program.
Quality Signals: RAG, E-E-A-T, and YMYL ~17:09
Zac Garver: Yeah, I think that’s great. Romina, I’d love for you to talk a little bit about quality signals, the quality signals for traditional search, and then whether those are different for this new discovery optimization era we’re in. And then take that into the whole idea of E-E-A-T and YMYL. We love our acronyms. Our company name is an acronym, well, it’s not really an acronym, is it? No, that’s different. But anyway, never mind, please take it away, quality signals.
Romina Gomez: Well, actually Google answers the question of whether SEO is still relevant for generative AI search directly in this document, is that what we’re talking about, quality? The best practices for SEO are still relevant for AI and generative AI features on Google Search. They use two concepts in this section. One, and I’ll be honest, I’ve never heard this before: retrieval augmented generation. I don’t know if this term existed before this document, but it’s in here. And I think what’s relevant, even with this difficult language they use in the document, is that the way their search index has always gathered information to feed a user an answer is still the same, they use this grounding technique, this RAG technique, to improve the quality, accuracy, and freshness of the content they retrieve to show the user in search results. And this relates to the “query fan out” concept. I know that one. And I think this ties to what Brendan was saying about building content that’s relevant and non commodity. They have an example related to mortgages in the document. So if we wanted to apply this idea of query fan out to financial services, we’d think that for a piece of content that talks about mortgages, or how to apply for a mortgage, or how to get the best mortgage for you, the queries that might be related to that topic, that someone could include in the content, could be the names of specific mortgage types, or questions like “what’s the best mortgage for me,” or “mortgages near me,” or other queries related to that topic.
So you mentioned keywords at first, Zac, and I think we’re moving away from that and focusing more on topics and ideas of how we can cover them. You also mentioned E-E-A-T and Your Money or Your Life, and these are concepts from, I think, 2022, or even 2020, that say everything related to health and money needs to have a higher standard for what brands are writing about, or what they have on their website covering that topic. E-E-A-T is the hard part: experience, expertise, authority, and trustworthiness. You need to cover all of that to actually be considered, I’d say, good enough to show to a user. And I think what stands out most here is experience, and expertise as well. If you want to write something that isn’t commodity content, you need to have actually experienced that in order to provide a good answer for a user going through the same process. And Your Money or Your Life is everything under health or money that needs to be really thought through. You can’t just write content that explains how to ask for a mortgage if that’s something that’s going to actually impact that person’s life and their livelihood. So I think that covers everything you just asked.
You Can’t Game the System
Zac Garver: Yeah, that’s great. What strikes me about what you two have been saying, and the reason Google’s guidance matters, is that I don’t fully understand how AI works. I certainly don’t understand the particulars of how Google is implementing it to create the overviews and things like that. And so it seems to me that creates a kind of ambiguity for a business owner, which things matter? How do I send signals to Google so I get the visibility I want? I’ve been doing SEO work for years now, does any of it mean anything now? Has AI completely changed everything, and are we in a different regime where we need to do all kinds of different things and abandon that whole approach? Obviously we’re saying SEO still matters, but Brendan, Google even goes through and hits some myths, right? Let’s be honest, there are definitely people trying to game the search engine, or game the AI. But another way to look at that is: how do I amplify the best signals I can send?
Brendan Bresnahan: Right. Trying to game the system for traditional organic search is what’s often referred to as black hat SEO, the kind of nefarious practices that run afoul of Google’s terms and conditions for use. That’s kind of what we’re seeing happen right now with respect to generative AI visibility, people coming out with strategies or tactics that are really, in essence, writing content for an AI driven discovery platform, as opposed to writing content for a user. This has kind of been the Wild West of online and digital visibility for the last two years, with more and more of these techniques coming out about ways to cut corners, or to give the AI engine what it wants, or what we think it wants, as opposed to giving the user what they want. Just going through this list, which we’re going to share with viewers, it covers everything from on page, off page, and technical SEO. All the best practices we’ve always implemented for those three branches of search engine optimization are hyper relevant, and they tie into the myths of what not to do. For example, chunking content, breaking content into tiny pieces, because people mistakenly believe it’s easier for an AI engine to digest it. Again, that’s writing to an AI engine instead of a user, mistakenly believing that chunking content is the most effective way to get a citation. What Romina covered with respect to RAG and query fan out goes one hundred percent against that idea. But essentially, those two information retrieval mechanisms are proof that you don’t need to chunk content or write for an AI engine. Seeking inauthentic mentions is a classic black hat organic search technique, paying for backlinks, or spamming backlinks. It’s not exactly the same thing, but it’s in that same vein.
Over focusing on structured data again ties into the point of who you’re writing to, are you writing to AI systems, or are you writing to users? Using llms.txt files and other special markup files to try to get more quickly on the radar of these AI discovery platforms, it’s just stuff that we already know. You can’t game the system. Write to users, make sure you have a technically sound website structure in place, make sure there’s a good user experience and page experience, make sure content is structured effectively. A good way to do that is through a topic cluster strategy, making sure you demonstrate, both to these visibility engines and to users, that you’ve comprehensively covered every thematic bucket relevant to the user. That helps drive authority. It makes for a good user experience as they navigate this kind of educational journey, they can pop in at any place in the topic cluster structure and navigate up or down based on their interests. It’s really just the first official, formal notice from Google that you’ve got to stick to the basics and do them well if you have any hope of seeing an ROI with respect to AI visibility.
AI Understands Intent, Not Just Keywords
Zac Garver: Yeah, great, that makes a ton of sense. I want to go a little deeper on something that’s part of this discussion, which is AI understanding intent, not necessarily exact match. What I find remarkable about that is, my background is as a copywriter, I’ve written lots of blogs, lots of SEO optimized blogs where I have a keyword phrase I’m trying to plug in a couple of places. The lengths I’ve gone to to construct a sentence so that keyword phrase makes sense have been laughable, in some cases. And if AI understands intent, then we have a little more freedom from the idea that we have to say a certain keyword phrase exactly, that we can use a more natural, conversational tone, even with complex topics like financial services and financial technology, and trust that AI is actually going to bridge that gap between the user and the language.
Brendan Bresnahan: Yeah, the days of caring about keyword density, or leveraging keyword stuffing as a strategy to game the system, that hasn’t existed for a while with respect to traditional organic search. Google has, for a very long time, been able to measure search intent and topical intent, as opposed to looking at the number of times an article uses a specific keyword. But that kind of intent matching is the direction AI is going, and it’s probably already there. Not only with respect to Gen AI visibility on these discovery platforms, but also in terms of the way we use AI generally, for a couple of years, all anybody cared about was how to fine tune your prompting for your Gen AI tool of choice. At least in my world, I’ve seen a significant nosedive in that being a trending topic, because the way these tools are evolving, it’s no longer about having the absolute best prompt written with HTML title tags or whatever it may be. These tools now understand the intent behind your natural language query. For example, if I’m working with Claude or ChatGPT, or whatever it may be, I use a program called Wispr Flow, it’s voice to text, just a natural, stream of consciousness flow of my thoughts, and these tools have made leaps and bounds over the last eighteen months in terms of understanding the intent behind what I’m saying, even if it’s not perfectly formatted and structured as a prompt. And that’s what I think we’re going to see more of on these AI discovery platforms, that focus on intent, especially topical intent, as opposed to an exact match of query to answer.
Zac Garver: Yeah, well, that makes a ton of sense, especially with complex topics. Again, financial services, the consumer’s not the expert. They may not even know the right term for the thing they want to learn about, or the product they’re trying to get access to. So that sounds like a genuine improvement to the process of search and discovery, to be able to tune into those things and have the AI do that.
Write for Humans, Not Machines
Romina Gomez: I was going to add that I think that ties to the whole conversation, we need to think about the user and help them get from point A to point B, if that’s what they’re trying to do. Don’t miss the natural language, and remember that we’re writing for humans. And the person writing the content is human as well. So when you write the content the way you would search for something, I think it’s going to be more useful. You get the human element there, even if it sounds a little strange.
Zac Garver: Absolutely. I’m looking for more connection with human beings, not more connection with machines, just in my life in general. So in this new space there’s a lot of new information coming in, and a lot of the ways clients have measured the success of their content marketing is being upended a little bit. So I think there’s probably a question for our listeners, and for a lot of people, of what’s still worth doing and why. Brendan, can you talk a little bit about those conversations you’re having with people?
The Click-Through Panic Is Missing the Point
Brendan Bresnahan: Yeah, I think content is still one hundred percent worth doing. I think it’s a core pillar of any digital marketing program we put together. What we typically see in fintech and financial services, but I think it’s applicable beyond just our vertical, is that clients or businesses, to their detriment, are hyper focused on trying to peg website visits and visibility to a conversion event, which is why this recent shift in Gen AI search platforms is so scary, we’re seeing click through rates fall off a cliff. And not just in fintech and financial services, broadly speaking, click through rates have fallen massively over the last twelve to eighteen months. So businesses are nervous, because they’re saying, okay, I’m getting visibility, that’s great, but I’m not getting a click through to my website, which means I’m not in a position to capture this conversion event. I think that way of thinking is misguided, because it ignores the fact that most of your target audience, whether it’s B2B, B2C, whatever industry or vertical you’re in, is probably not in a position to engage in a conversion action. It’s probably true that the majority of your audience is somewhere in the discovery phase. They don’t know who you are, or if they do know who you are, they’re not quite sure how they feel about you, it’s probably neutral. They’re not quite sure if they see you as an authority figure. It’s about exposure, they haven’t had a high degree of exposure to your brand. The way to nurture your target audience from “I don’t know who this brand is” to “I’m ready to engage in a conversion event,” or meet the ask of this brand, is by delivering value to them. And I think, to tie this back to where I started, the best way to do that is through content. The way content manifests, or is executed on, changes from industry to industry and business to business. For us, in fintech and financial services, there’s still a place for long form blog content.
Now, that’s not to say somebody’s reading a 2,000 word blog post from start to finish, but if it’s on a complex fintech and financial services topic, like regulation, for example, it’s worth dedicating a good amount of coverage to it. It’s worth being comprehensive, and in most cases, being comprehensive means a high word count, structuring it in a way where somebody can pop in and pop out or skim it and still walk away with value. So I don’t know if I answered your question, but yes, I think content is still an extremely crucial pillar of digital marketing in 2026. It’s just understanding that as you see a drop, I don’t necessarily think a drop in click through rate is something that should be a massive concern for business owners. I think they should walk away from seeing that scary percentage decrease understanding that users are now more quickly getting the value they need from Google. And even though they’re not clicking through to your website, if you played a role in delivering that value, if you were cited in an AI overview on Google, or cited in a ChatGPT answer, that is exposure to your brand. In terms of how we measure that exposure, that’s a situation that’s rapidly evolving in terms of the data points and metrics we’re looking at. But at the end of the day, you’re getting an opportunity to deliver value to a user even if you don’t see it click through to your website.
Painting the Discovery Optimization Ecosystem
Zac Garver: So thanks, Brendan, that was helpful. And I think what I really appreciate is that you and Romina have been leading the charge in terms of what we’re going to do next, we used to talk a lot about SEO, now we’re talking about some other things. Romina, can you paint a picture for me of what discovery optimization means, and the bigger ecosystem that we’re recommending to our clients?
Romina Gomez: Definitely. So for us, and this is what we started a year ago, discovery optimization is the umbrella, the frame that holds all of this conversation together. So we have SEO, AEO, GEO, and of course, since we’re working in marketing, we need to consider a larger ecosystem, so under discovery optimization we also need to add social search and media. We have one ecosystem for all of these different search channels where users are trying to find an answer, or even a brand.
Stick to the Basics
Zac Garver: Yeah, great, that makes a lot of sense. So as we come to a close on our time here, let’s talk about some of the mistakes. When we’re talking about long term trends and short term trends, there’s obviously been a lot of noise about how you can make AI work for you, or whatever, and we’re taking a long view to this, I certainly take that approach, that the long view is the better view. But what are we recommending going forward?
Brendan Bresnahan: Yeah, I think we’re recommending exactly what Google is recommending. Stick to the basics, have a technically sound website, a good user experience. Make sure you’re checking the boxes for on page, off page, and technical SEO. Write to the users, leverage your subject matter expertise and experience, create unique content, deliver value. Wherever this new version of online visibility, or the search ecosystem, evolves to, those are the things that are going to get you a return on investment for your brand, whether it’s through social search, organic search, or AI driven platforms. Just stick to the basics.
Zac Garver: Yeah, I think that’s great. The thing that stands out to me too about that, you said subject matter expertise, in my experience, a lot of companies don’t realize, or maybe they realize how deep their expertise is, but they have a hard time turning that into valuable content. It can be hard to see what you yourself are excellent at, and to understand how it interfaces with your target audience, your ideal client profile. So that’s something a lot of people can start thinking about, to better engage with these things, how do you start from a position of expertise? Well, awesome, Brendan, Romina, is there anything I should have asked you about this topic that I didn’t, that we should wrap up with?
Romina Gomez: We covered every part of the document.
Zac Garver: We covered it.
Brendan Bresnahan: Yeah. And if we didn’t, it’ll be linked in the description, or in the post of the recording, so if listeners want to take a deeper dive, they’ll have access to the resource.
Wrapping Up
Zac Garver: Excellent. Well, thank you both so much for your time, as always, it’s a pleasure. Love working with you guys and being at the edge of this developing space. Great stuff.
Brendan Bresnahan: Absolutely. Thank you, Zac.
Romina Gomez: Yeah.
Announcer: Thank you for listening to Mighty Finsights. You’ll find all of our episodes on our website, cstmr.com, including more one on one interviews with fintech and financial leaders, as well as deep dive episodes on specific topics like branding and marketing. This show is produced and distributed by CSTMR, a financial marketing agency. All rights reserved. Our production team includes Zac Garver, Kathy Logan, Axel Reyes, Brad Gerger, Romina Gomez, and Belén Encurio.
