#20 – Elevating website marketing with AI: trust, personalisation, and differentiation (with Andy Crestodina @ Orbit Media)

Up next, a conversation with Andy Crestodina, a thought leader in content strategy and web marketing. With decades of experience and a curious mind, Andy brings actionable insights into the evolving landscape of AI-powered digital marketing. In this episode, we explore how AI can transform website strategies, improve content creation, and help marketers build trust with their audiences.

How can AI support content differentiation in a saturated market? What are the best methods to align stakeholder interests using AI? How do you use AI to identify gaps in your service pages and boost conversions? And why do original research and strong opinions remain unbeatable content strategies? If you’re a marketer or business owner curious about the future of content and AI, this episode is packed with insights to elevate your strategy.

I've learned that:

• AI audits build trust – using AI to identify unsupported claims can dramatically improve the credibility of service pages.
• Personalisation scales engagement – while mostly an enterprise-level tool today, AI-driven content personalisation is the future of tailored user experiences.
• Differentiation is key – fewer but higher-impact content pieces are more effective than focusing on volume, especially in a saturated B2B market.
• Original research and strong opinions win – these two formats set brands apart in the AI age, driving engagement and trust.
• AI boosts content strategy – using AI for data analysis and gap identification can turn any content piece into a high-performing asset.

In this episode, we cover:

• 07:05 - Stakeholder Alignment Challenges
• 12:55 - AI Tools for Content Analysis
• 19:01 - Exploring Different AI Models
• 26:27 - Identifying Gaps in Content Creation
• 32:18 - Differentiation in the Age of AI
• 40:50 - Risk-Taking in Marketing Strategies
• 49:47 - The Rise of Personalisation and AI in Marketing
• 55:03 - Optimising Conversions with AI Insights
• 01:01:22 - Leveraging AI for Performance Measurement
• 01:07:40 - Creating Effective Personas for AI Utilisation

Listen to this episode on:

• Spotify: https://open.spotify.com/episode/3U9m3paZeqZh15k5VCuYnL?si=mHBivIJkQX-NT4cq8BGNHw
• Apple: https://podcasts.apple.com/ca/podcast/20-elevating-website-marketing-with-ai-trust/id1524693328?i=1000680452106
• YouTube: https://www.youtube.com/watch?v=TvBqTMeGiUI
• NerdCow: https://nerdcow.co.uk/podcasts/ai-web-marketing/

Where to find Andy Crestodina:

• LinkedIn: https://www.linkedin.com/in/andycrestodina/
• Website: https://www.orbitmedia.com/
• AI Powered Website Audits: https://www.orbitmedia.com/blog/ai-website-audit/
• AI for Thought Leadership: https://www.orbitmedia.com/blog/ai-thought-leadership/
• How to Combine ChatGPT and GA4: https://www.orbitmedia.com/blog/chatgpt-ga4-content-recommendations/

Where to find me:

• LinkedIn: https://www.linkedin.com/in/tomaszlisiecki/
• Website: https://nerdcow.co.uk/
• Newsletter: https://webabunga.com/

Thanks!

AI, website marketing, content strategy, stakeholder alignment, customer journey, content audits, personalisation, trust building, differentiation, conversion optimisation, original research, strong opinions, creativity in marketing, SEO, funnel stages, performance measurement