Ahead of the Game

Hosted by Digital Marketing Institute

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144

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Oct 2026

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About the show

Want a taste of the real-life digital marketing game? Supercharge your marketing skills and sharpen your mindset with incisive insights from industry experts. The Ahead of the Game podcast is brought to you by The Digital Marketing Institute, hosted by Will Francis. Subscribe to all DMI Ahead of the Game podcasts on Apple Podcasts, Spotify or watch on video at YouTube. And check out the DMI's extensive knowledge library and join up for free. https://my.digitalmarketinginstitute.com/auth/register?podcast

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October 9, 2026Episode 14236 min

Why Reddit Matters for Marketers

Ever wondered why so many people add “Reddit” to their Google searches? In this episode of the DMI podcast, host Will Francis speaks with Sam Hughes , Head of Industry at Reddit, about what makes the platform such a trusted source of information and advice. Sam explores how people use Reddit to discover, research,and validate their choices, and what marketers need to understand before getting involved. Sam’s top 3 tips Experience Reddit as a user : join communities and understand how the platform works before approaching it as a marketer. Listen before you participate : use Reddit Pro to understand where and how people are talking about your brand, products, and industry. Ask for help when you need it : use Reddit’s resources and teams to find the right approach for your business and goals. The Ahead of the Game podcast is brought to you by theDigital Marketing Institute and is available on YouTube , ApplePodcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review soothers can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:01:08 – Sam’s journey to Reddit 0:02:18 – What makes Reddit different 0:03:29 – How Reddit communities work 0:06:02 – Why people turn to Reddit for information 0:08:21 – Trust, anonymity, and authentic conversations 0:10:21 – How brands can approach Reddit 0:11:44 – Getting started as a marketer on Reddit 0:12:35 – Understanding upvotes and community participation 0:14:43 – Using Reddit Pro for audience research 0:16:48 – Turning Reddit insights into marketing ideas 0:19:08 – How brands can use honest community feedback 0:21:28 – Do Redditors actually want to hear from brands? 0:24:24 – Where Reddit fits in the customer journey 0:25:36 – Reddit as a mix of search and social 0:29:14 – Creating ads that fit how people use Reddit 0:29:31 – Sam’s top tips for marketers using Reddit 0:31:25 – How Will and Sam use Reddit personally 0:32:56 – Discovering niche communities and interests 0:34:29 – The community mindset behind Reddit

September 18, 2026Episode 14156 min

How to Organize Your Digital Workspace

Ever feel like your digital life is getting harder to manage? In this episode of the DMI podcast, host Will Francis speaks with Shawn Lemon , founder of The Digital Organizer , about creating simpler systems for managing files, email, tasks, and the growing number of tools we use every day. Shawn explores why good digital organization is becoming even more important in the age of AI, how to build systems around the way you work, and why adding another productivity tool often isn’t the answer. For a jump start on how to mange your own files, check out Shawn's File Organization Guide . Shawn’s top 3 tips Focus on what matters now: separate current work from older clutter. Build a system that works for you: organize around your own tasks and habits. Simplify your tools: consolidate files, emails, and platforms where possible. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:02:56 – Why our digital lives have become so cluttered 0:05:03 – Why organization matters more in the age of AI 0:08:06 – Organizing files around how you work 0:09:32 – Why digital organization becomes overwhelming 0:11:51 – Building a “second brain” with AI 0:14:39 – Shawn’s personal productivity tech stack 0:18:03 – The biggest digital organization mistakes 0:19:28 – Where organization meets productivity 0:20:56 – Finding focus in an always-on working world 0:23:14 – GTD, PARA and finding a system that works for you 0:26:22 – Simplifying an overloaded email inbox 0:29:52 – Why there’s no perfect productivity system 0:32:21 – Creating digital systems for teams 0:34:39 – Who should own digital organization at work? 0:36:41 – Could AI solve digital organization? 0:37:56 – How Shawn is using AI in his own workflows 0:42:19 – AI, ADHD, and managing digital overwhelm 0:46:30 – Using AI to make organization easier 0:49:05 – Managing Slack, email, and workplace communication 0:53:00 – Organizing files effectively in SharePoint 0:54:41 – A simple file naming convention 0:57:48 – Shawn’s tips for getting digitally organized

August 28, 2026Episode 14048 min

Building Audience Through Content

What does content marketing look like when creating more content is no longer enough? In this episode of the DMI podcast, host Will Francis speaks with Chima Mmeje , Senior Content Marketing Manager at Moz , about how marketers can stand out as AI transforms search, content, and the way audiences discover brands. From building direct relationships with audiences to finding genuine demand and using AI without losing your own voice, Chima shares her perspective on where content marketing is heading and the skills marketers will need to keep up. Chima’s Top 3 Tips Understand the pain behind the problem: go beyond surface-level audience insights and understand what genuinely motivates people to seek a solution. Develop your storytelling skills: use storytelling to make your content distinctive, hold attention, and adapt ideas for different audiences and formats. Use AI as an assistant, not the thinker: bring your own strategy, expertise, and judgment, then use AI to help you execute and scale your ideas. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:03:16 – Why brands need to reduce their reliance on Google 0:05:01 – Webinars, email, social and building owned audiences 0:09:20 – Turning educational content into conversions 0:13:41 – How content marketing is changing 0:14:23 – Why creating more content is no longer enough 0:16:18 – Creating useful resources instead of basic articles 0:16:30 – Storytelling and multimodal content 0:18:47 – Using AI to repurpose content 0:20:55 – The biggest mistake marketers make with AI 0:24:04 – Why personality matters more in the age of AI 0:24:45 – How obvious AI content can damage trust 0:26:24 – Earning and keeping attention in search 0:27:45 – Finding content demand across search,social and AI 0:29:34 – Building authority across your online presence 0:32:03 – Why you can’t trust AI agents 0:33:05 – Building AI workflows that keep humans in control 0:35:12 – When to hand repetitive work over to AI 0:36:33 – The skills marketers need for the future 0:40:52 – Understanding your audience’s deeper pain points 0:42:51 – Founding the Freelance Coalition for Developing Countries 0:45:33 – The importance of building skills and accessing better opportunities

August 7, 2026Episode 13942 min

Understanding AI Search Visibility

How does your brand stay visible when search is shifting from rankings and clicks to mentions, citations, and AI-driven answers ? And did you know that AI can't yet read the Javascript on your site? In this episode of the DMI podcast, host Will Francis talks to Aimee Jurenka , founder of SEO Sustainable and AI visibility strategist, about how brands can adapt to discoverability in an AI-powered search world. They chat about the ongoing evolution from traditional SEO to AI visibility, why inbound content is changing, how mentions and PR are becoming more important, and what technical and brand foundations still matter most. Aimee's top tips on AI search: Make sure AI bots can crawl and understand your site. Focus on brand-led, product-specific, and highly relevant content. Build visibility through mentions, LinkedIn, and other places your audience already trusts. Aimee mentions her detailed article on informational content for AI search on Site Bulb and gives credit to the work of Celeste Gonzalez on local SEO . Timestamps: 02:10 - Understanding black hat and white hat SEO 04:24 - Loopholes in AI SEO and the wild west of tactics 07:06 - Differences between traditional SEO and AI search 08:38 - The shift in content creation for AI visibility 10:09 - Brand-focused content and new SEO strategies 12:40 - Agent-to-agent web and the future of the agentic web 16:39 - Changes in off-page SEO and mentions versus backlinks 18:09 - The importance of mentions and citations in AI search 19:22 - Training AI to recognize your brand 23:56 - Personalized search and the use of LLMs 24:52 - The shift in user research and purchase journey 25:34 - Impact on Google ads and revenue models 27:25 - Common misconceptions about AI visibility 39:21 - Top tips for marketers

July 20, 2026Episode 13839 min

Stories From an Entrepreneur

Ever wondered why some brands earn attention while others get overlooked? In this episode of the DMI podcast, host Will Francis speaks with entrepreneur Ernest Cantillon about what it really takes to build brands people remember. Ernest is co-founder of Black Emerald Irish Whiskey, COO of LYQD - a digital exchange for whiskey casks, and owns the pub Sober Lane in Cork, Ireland. Drawing on his experience across hospitality, food and drink, and e-commerce, Ernest shares the lessons he's learned from building businesses and taking risks in competitive markets. This conversation explores the ideas and experiences that have shaped Ernest's approach to building lasting attention. Ernest's top 3 tips: Don't take your brand too seriously: authenticity resonates far more than trying to appear perfect Ship your ideas: getting good work into the world beats endlessly chasing perfection Focus on creating experiences people genuinely want to share: great products and happy customers are your best marketing The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:00:00 – Why attention is every business's biggest challenge 0:01:12 – Building customer loyalty with email marketing 0:03:05 – Why WhatsApp Business is worth watching 0:05:00 – How hospitality marketing has changed 0:06:28 – Creating content people actually enjoy 0:07:45 – Building a brand through culture and community 0:08:57 – LinkedIn as a networking and personal branding tool 0:09:52 – Marketing products that require education 0:11:10 – Why in-person events still matter 0:12:16 – When unexpected content creates opportunities 0:13:35 – Experimentation, failure, and learning in business 0:14:00 – The restaurant pivot that didn't work 0:16:38 – Why failure is still worth it 0:18:54 – Personal branding as a founder 0:20:09 – Growing beyond founder-led businesses 0:21:51 – Looking after existing customers first 0:23:15 – Why the product is the marketing 0:25:16 – Positioning a premium whiskey brand 0:27:23 – Adapting marketing for international audiences 0:29:43 – When attention doesn't translate into sales 0:31:05 – Why consistent marketing beats viral moments 0:31:48 – User-generated content and simple marketing ideas 0:32:16 – Turning your product into your marketing 0:33:49 – The messy middle between awareness and purchase 0:34:18 – How AI is changing marketing workflows 0:35:53 – Why AI helps marketers do more, not less 0:37:48 – Ernest's top tips for building awareness

June 19, 2026Episode 13749 min

How AI is Changing Search

Search is changing faster than most marketers realize. In this episode, Will Francis speaks with Crystal Carter , Head of AI Search and SEO Communications at Wix Studio, a role focused on helping brands understand how AI-powered search is reshaping online visibility and discovery. They discuss the rise of AI search, the growing role of AI agents, and what these changes mean for brands trying to stay visible online. As AI-powered search transforms how people discover and engage with information, Crystal explores the emerging trends marketers should be watching closely and why some long-held assumptions about search may need to change. Crystal’s top 3 tips for marketers: Measure your AI visibility: track how much traffic is already coming from AI tools and monitor how it changes over time Make your website more actionable: ensure every page gives users and AI agents a clear way to take action Check how AI tools describe your brand: test prompts across multiple LLMs and look for consistency in how your business is represented The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠YouTube⁠ , ⁠Apple Podcasts⁠ , ⁠Spotify⁠ , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, ⁠email the podcast team⁠ ! Timestamps: 0:00:08 – What AI search means for marketers 0:00:39 – SEO, AI search, and the rise of agentic discovery 0:02:27 – Is AI search really threatening Google? 0:05:15 – How search behaviour is changing 0:07:58 – Tracking AI search visibility and traffic 0:08:23 – AI agents and the future of website discovery 0:10:06 – Why brands need deeper customer understanding 0:11:29 – Using customer questions to drive content strategy 0:13:14 – Turning websites into actionable resources 0:15:42 – Protocols, interoperability and the agentic web 0:17:04 – Will consumers trust AI agents to buy for them? 0:19:21 – Crystal’s “do-thingsy” website framework 0:20:24 – Why SEO is becoming more algorithmic and personalised 0:22:48 – The three pillars of SEO in an AI era 0:24:15 – Technical SEO for AI search and agents 0:26:37 – Content strategies that work in AI search 0:28:51 – Evergreen content versus fresh and spicy content 0:34:10 – Why AI search rewards fresh information 0:36:26 – Using AI to create better content workflows 0:40:29 – Can AI be manipulated by marketers? 0:41:33 – The future of backlinks and brand relevance 0:44:15 – PR, content syndication and AI visibility 0:46:02 – Building a consistent brand identity across the web 0:47:34 – Three practical steps to improve AI visibility

May 29, 2026Episode 13648 min

Responsible AI in the Workplace

What does “responsible AI” look like in practice? In one of our most engaging episodes of the year, host Will Francis speaks with Gordon Ryan , Senior Managing Consultant and Design Process Lead at Sopra Steria, about the growing impact of AI on work, business, and society, and the hidden trade-offs behind its adoption. From the future of design and marketing to productivity and identity, Gordon shares his perspective on where AI could take us next, and whether we’re building the kind of future we want. Gordon’s top 3 tips for responsible strategic use of AI: Reflect on what you value most in your work: Identify the parts of your role that feel meaningful and uniquely human Use AI intentionally: Focus on solving real problems instead of adopting tools simply because they’re available Think beyond productivity: Consider how AI could improve wellbeing, relationships, creativity, and quality of life at work The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on YouTube , Apple Podcasts , Spotify , and all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:01:57 – What systems-oriented design means 0:04:31 – UX design, digital experiences and systems thinking 0:05:10 – Will AI replace designers? 0:08:24 – Creativity, craft and the human side of design 0:09:24 – Are companies adopting AI without a clear strategy? 0:11:37 – The “Wild West” of AI inside organizations 0:14:41 – Gordon’s most practical uses of AI today 0:16:00 – Using AI to analyze complex environmental and forestry data 0:18:36 – The human impact of automation and lost relationships 0:21:13 – What ethical AI really means beyond compliance 0:22:41 – Productivity, profit and the future of work 0:26:12 – Why business growth can’t continue forever 0:30:18 – Is Gordon optimistic or skeptical about AI? 0:31:30 – AI, inequality and the environmental crisis 0:34:59 – Reconciling AI’s benefits with its environmental impact 0:36:00 – Could AI enable shorter working weeks? 0:39:36 – The future of marketing and behavioral manipulation 0:45:50 – Marketing, persuasion and ethical responsibility 0:46:37 – How to use AI more mindfully

May 10, 2026Episode 13528 min

Inside Social Creativity and Virality

Ever wondered what really makes social content go viral? In this episode of the DMI podcast, host Will Francis speaks with Stuart Larkin about viral social campaigns, creativity on social media, and why “going viral” is rarely the right starting point for a brand strategy. Drawing on his background in comedy writing and his work at UNILAD creating reactive, social-first content, Stuart explains how brands can create content that entertains, educates, inspires or invites participation while still staying authentic to who they are. From the role of humor and trend-jacking to the importance of platform fit and consistent publishing, Stuart breaks down what it takes to build stronger social content over time. He also shares why brands should experiment with repeatable formats and give themselves permission to learn through imperfect content, rather than expecting instant viral success. For marketers and brand leaders alike, Stuart offers a practical look at how to balance creativity with strategy, build social-first teams, and develop a more audience-led approach to content that can earn attention in today’s fragmented feeds. Stuart’s top 3 tips: Understand your audience – create content for a specific person, not a vague mass audience Commit to a clear social strategy – build long-term value instead of constantly chasing trends Treat content as an experiment – publish consistently, learn from what performs, and don’t lose your nerve when content doesn’t land straight away The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠⁠YouTube⁠ , ⁠Apple Podcasts⁠ ⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, ⁠email the podcast team⁠ !

April 17, 2026Episode 13443 min

How AI is Reshaping Recruitment and Careers

Wondering how AI is changing the hiring process? In this episode of the DMI podcast, host ⁠Will Francis ⁠ speaks with Katie Fortunato , Co-Founder and EVP of Innovation and Platform Strategy at Hire Innovations, about how AI is transforming recruitment, reshaping the job market, and creating new opportunities and challenges for employers and job seekers alike. Katie shares insights from the front lines of talent acquisition, unpacking how automation, the creator economy, and shifting workforce expectations are redefining how companies connect with talent. From the rise of AI-driven hiring tools to the growing importance of employer branding and personal networks, this episode offers a practical look at what it takes to succeed in the future of work. Katie’s top 3 tips: Learn AI and apply it to your work - understand how AI can streamline processes and make you more effective as a marketer. Stay curious and keep up with change - platforms, tools, and algorithms evolve constantly, making continuous learning essential. Network proactively (especially in person) - Build real connections, show up, and create opportunities beyond job applications. The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps 0:02:14 – How AI is disrupting recruitment (and creating new problems) 0:04:40 – Where AI works best in the hiring process 0:07:13 – What job seekers need to change in an AI-driven world 0:08:03 – Employer branding: where marketing meets HR 0:11:24 – The evolving job market and Gen Z expectations 0:16:05 – The impact of AI on marketing careers 0:18:25 – What’s working in marketing today: the creator economy 0:20:59 – Turning employees into influencers and brand advocates 0:24:51 – The reality of applying for jobs in today’s market 0:25:53 – Advice for entry-level candidates 0:31:16 – How senior professionals can stay competitive 0:33:32 – The rise of the gig and fractional economy 0:36:02 – Small teams, AI, and the future of work 0:39:19 – Personal branding and standing out to employers 0:41:23 – Katie’s top tips for junior marketers

March 27, 2026Episode 13342 min

Sustainability in Retail

Ever wondered how fast fashion brands tackle sustainability? In this episode of the DMI podcast, host ⁠Will Francis ⁠ speaks with ⁠ Sarah Whittaker⁠ , Head of Sustainability Communications at Primark, about how one of the world’s largest fashion retailers is navigating the challenge of becoming more sustainable while maintaining affordability at scale. From addressing common misconceptions around fast fashion to embedding more responsible practices across teams and supply chains, Sarah shares a behind-the-scenes look at how communications helps shape perception, influence behaviour, and avoid greenwashing. She also explores how brands can simplify complex sustainability messages, empower employees as advocates, and balance commercial realities with ethical responsibility. Sarah’s Top 3 Tips: Keep sustainability messaging simple and focused – narrow in on what matters most to your audience Back up every claim with evidence – avoid absolutes and communicate progress, not perfection Engage your internal teams first – employees are your most powerful (and credible) advocates The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube , Apple Podcasts ⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠ , and ⁠⁠⁠⁠all other podcast platforms. And if you enjoyed this episode, please leave a review so others can find us. If you have other feedback or would like to be a guest on the show, email the podcast team ! Timestamps: 0:00:49 – Sustainability communications vs marketing explained 0:02:47 – What Primark stands for as a global brand 0:05:50 – Tackling perceptions of fast fashion and low cost 0:08:56 – Communicating sustainability reports in a more engaging way 0:12:03 – What circularity means in fashion 0:14:10 – Working with suppliers to drive sustainability 0:16:16 – Regulation vs voluntary sustainability efforts 0:19:15 – Do customers really care about sustainability? 0:23:52 – What sustainability actually includes (beyond environment) 0:25:41 – Most effective channels for sustainability communication 0:28:41 – Empowering employees to talk about sustainability 0:31:34 – Keeping messaging clear and avoiding greenwashing 0:35:33 – Sarah’s career journey into communications 0:37:58 – Agency vs in-house: key differences 0:40:02 – Career advice for marketers and communicators

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