The Digital Marketing Podcast by Exposure Ninja

Hosted by Tim Cameron-Kitchen

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Episodes

576

Latest episode

Oct 2026

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EN-GB

About the show

Learn powerful and profitable high-ROI marketing tips from Tim Cameron-Kitchen, founder of the relentlessly high-impact digital marketing agency, Exposure Ninja. Visit https://exposureninja.com/podcast for show notes and links.

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60 recent

October 19, 202623 min

The Biggest Change Coming to AI Search in 2027

Your customers are asking ChatGPT which brands to buy from right now. But can you actually prove when AI Search is recommending you, and how much revenue it's driving? For most marketers, the honest answer is no. AI answers change constantly, analytics only shows a fraction of the traffic, and Google lumps AI Overviews in with regular organic search. In this video, I show you how to measure your AI Search visibility properly, using a live demo, and how to close the gap between being seen in AI tools and knowing what that visibility is worth. Here's what I cover: - Why typing prompts into ChatGPT to check your visibility doesn't work. Across 8,000 responses we tracked, ChatGPT cited the same websites on consecutive days only 2% of the time - How to track your brand mentions, citations, and AI share of voice against your competitors across multiple AI platforms - How to filter thousands of prompts down to the high-value ones: commercial intent, decision stage, and your brand not yet mentioned - How to find the third-party pages AI tools rely on in your industry, and turn them into a digital PR target list - The "found but not cited" filter that gives you a fix list of pages on your own website that AI tools are ignoring - Why GA4's AI assistant traffic is only a small slice of the picture, and what "dark traffic" means for your reporting - How the CMA is pushing Google to share more AI performance data, and what that could mean for marketers in 2027 Key takeaways: - Measure AI visibility at scale, not one prompt at a time - Track mentions, citations, and share of voice, not just traffic - Expect a lot of AI-influenced traffic to show up as direct and branded search - Ask every new lead where they heard about you - Don't wait for perfect attribution to start investing in AI Search Sponsored by Ahrefs. *Try Brand Radar* 👉 https://ahrefs.com/brand-radar Book a consultation call to find out how we can turn your search visibility into more leads and revenue 👉 https://exposureninja.com/ https://exposureninja.com/podcast/measure-ai-search-visibility/

October 14, 202613 min

Treating AI as a Stakeholder with Jonas Gödde, Beiersdorf

How does a global consumer goods company get ahead on what AI says about it? In this episode of The Growth Leaders Series , Charlie Marchant sits down with Jonas Gödde, Head of Digital & AI Communication at Beiersdorf, the parent company of brands including NIVEA and Eucerin. Beiersdorf was recently ranked second out of all DAX 40 companies in FTI Consulting’s AI Reputation Monitor. Jonas shares how the team got there: starting before the plan was perfect, treating the project like SEO, and updating around 150 pages of the corporate website. He explains why trust is the main KPI for his team, why he sees AI as a new stakeholder in its own right, and how to write content that works for AI without patronising the humans reading it. Jonas also talks through the practical side of a project like this in a large organisation: securing time from topic experts across sustainability, products, and financial performance, keeping content consistent, and using guidelines to upskill the team. A quick disclosure: Exposure Ninja has worked with Beiersdorf as their AI Search partner for part of this story. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-jonas-godde/ Follow Jonas on LinkedIn: https://www.linkedin.com/in/jonas-goedde/ Listen To These Episodes Next: The Content Engineering Playbook: Growth Lessons from AirOps’ Josh Spilker: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/ McKinsey’s Thought Leadership Playbook: Lessons From Daphne Luchtenberg: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Book a consultation call 👉 ⁠ https://exposureninja.com/

September 30, 20267 min

Dark Traffic: The Hidden Impact of AI Search

Your Direct channel in GA4 has probably been growing for two years, and people typing in your URL isn't the whole story. It's where your dark traffic lands: the demand that your business is creating that isn't easily attributed to where it actually came from. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: What dark traffic actually is, and why AI Search and dark social both end up in your Direct bucket How ChatGPT and other AI assistants influence buyers without a click, a session, or a referral The real business risk: marketing budgets follow measurement , so your highest-intent channels get underfunded Four ways to measure what GA4 can't: self-reported attribution, branded search and direct traffic as proxies, AI visibility tracking, and correlating spikes with activity The brands that win will be the ones making confident budget decisions with imperfect data, rather than waiting for perfect attribution. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/dark-traffic/ Listen to this episode next: https://exposureninja.com/podcast/ai-attribution-gap/

September 28, 202615 min

Does AI Traffic Really Convert Better? We Checked

Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better? Everyone says AI Search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does. So how can such a small traffic source be worth so much? In this podcast, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand. Here's what I cover: - Real eCommerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53 - Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period - A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search - The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics - The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation - How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned) The key lessons: - AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit - Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic - Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales - Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?" Want your brand found and recommended in AI Search? Book a consultation call 👉 https://exposureninja.com/ Sponsored by Semrush. Get a free trial of Semrush One: https://exposureninja.com/semrush-one Get the full show notes: https://exposureninja.com/podcast/ai-visibility-influences-revenue/

September 28, 202615 min

Does AI Traffic Really Convert Better? We Checked

Traffic from ChatGPT converts 9x better than Google. Or is it 42% better? Or 11 times better? Everyone says AI search traffic is more valuable than traditional search traffic. But there's an obvious contradiction: AI tools send a fraction of the visits Google does. So how can such a small traffic source be worth so much? In this video, I dig into our own client data, plus published clickstream research, to find out whether AI traffic really does convert better, why it happens, and how to get more of it for your brand. Here's what I cover: - Real e-commerce client data showing ChatGPT visitors converting at 7.18% versus 3.59% from Google, and each visitor being worth around $1.40 compared to $0.53 - Why ChatGPT traffic grew 161% year on year (with revenue up almost 400%) while Google traffic grew 12% over the same period - A lead generation client where AI referral traffic converted at just under 14%, more than double the rate of organic search - The Similarweb study showing that after seeing a brand recommended in AI, 55% of people go on to search for it and 20% go straight to the website, which means most AI influence never shows up as AI traffic in your analytics - The three reasons AI traffic performs so well: hyper-qualified visitors, compressed buyer journeys, and the trust that comes with a tailored recommendation - How to use Semrush One to track your visibility across Google, ChatGPT, AI Overviews, AI Mode and Gemini, spot competitor gaps, and find the prompts where your brand gets recommended (not just mentioned) The key lessons: - AI platforms are changing where research and comparison happen, so visitors arrive having already decided you're a good fit - Low AI referral numbers don't mean you're invisible in AI, as much of that influence shows up as branded search and direct traffic - Being mentioned isn't enough. Aim to be recommended in the bottom-of-funnel conversations that lead to sales - Stop asking "how much AI traffic am I getting?" and start asking "is my brand showing up in the conversations where people spend money?"

September 16, 20269 min

Is Your Content AI Agent-Ready?

AI agents are now reading your website to complete tasks for your customers, and most content isn't built for them. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: - What agent-ready content is, and why it should serve humans and AI agents at the same time - How to build a "cityscape" of content: landmark topic pillars surrounded by clusters that mirror AI query fan-out - Where to find the follow-up questions your customers actually ask, from People Also Ask data to your own sales calls - Why AI agents that have to infer information will either guess or skip your brand entirely - The decision layer and action layer every important page needs - Why "Contact us" is too vague for agents, and what to use instead - Why brand size doesn't guarantee AI visibility, with Wise earning 12.8x more AI traffic than Revolut and Starling 4.8x more than Monzo Smaller brands are already outperforming market leaders in AI Search by publishing deeper, clearer, question-led content. The longer you leave it, the more expensive it becomes to catch up. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/ai-agent-ready-content/ Listen to these episodes next: Win AI Search Visibility With Distinctive Thought Leadership Content: https://exposureninja.com/podcast/thought-leadership-content/ Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/

September 7, 202622 min

How to Scale Digital Marketing (Without Increasing Ad Spend)

Most businesses hit a wall with lead generation and assume the only fix is spending more — bigger ad budgets, more channels, higher bids. But that just pushes your acquisition costs up until growth becomes unsustainable. There are three other ways to increase conversions and lead quality before you touch your ad spend, and in this video, I break down all three with real client results. What I cover: Problem-aware targeting — how Value Capital Funding captured free, high-intent organic traffic from people who didn't even know their service existed, driving a 950% increase in organic blog conversions and 772% increase in site-wide conversions Funnel-matched CTAs — why sending all your traffic to one high-commitment "book a call" button leaves leads on the table, and how a bathroom accessibility client built 10 segmented email flows that generated 529 leads and a 127% increase in email revenue High-intent capture — how a care provider platform cut wasted ad spend on informational searches, doubled their conversion rate (1.83% → 3.9%), and cut CPA by 48% by matching keywords to dedicated landing pages How to combine all three into a single funnel — including a US mortgage client example that generated 11,410 qualified leads in 12 months by threading calculators, nurture sequences, retargeting, and high-intent paid landing pages together Read the full show notes: https://exposureninja.com/podcast/how-to-scale-marketing-without-increasing-your-ad-budget/ Want help building this kind of funnel for your business? Book a free consultancy call at https://exposureninja.com and we'll map out your current funnel gaps and show you where you're losing leads without spending another pound on ads.

August 31, 202616 min

Why AI Search Is Rewriting the Buyer Journey

The buyer journey you've been designing for doesn't exist anymore. For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?" In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them. You'll discover: Why 73% of B2B buyers now use tools like ChatGPT and Perplexity during their research, and what that means for a real mortgage insurance buying journey How a simple B2C purchase (sunscreen) went from question to Amazon checkout in five minutes, without the winning brand's website playing any part in the research Why only 22% of marketers currently track their AI visibility and traffic, despite this being some of the highest-intent traffic available How to read an AI Visibility Overview: mentions, citations, and cited pages, and what it means if your numbers are flat while the market grows How to use Topics and Sources (and their competitor equivalents) to build a content and digital PR target list based on where you're actually losing visibility How Brand Performance surfaces what AI tools are saying about you, including the specific business drivers helping or hurting your sentiment How we used this exact approach to take Value Capital Funding from 50 to almost 400 leads a month Whether you're just starting to think about AI Search Optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away. Read the full report here: https://exposureninja.com/blog/ai-search-buyer-journey/

August 17, 202622 min

How To Get ChatGPT to Recommend Your B2B Business

"Is this AI Search visibility thing even relevant for B2B?" That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey? The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different too. Tim Cameron-Kitchen covers: Why B2B buyers are turning to AI throughout the purchase journey, including data from Forrester and G2 showing just how far this shift has gone How to benchmark exactly where your brand stands in AI tools like ChatGPT, Google AI Overviews, Gemini and Perplexity, and how you compare to your competitors How to read AI sentiment data to see what these tools are actually saying about your brand, and whether they're pushing the right messages How to map what your buying committee is asking AI, and how to identify the content gaps that are costing you visibility Why niche, lower-volume B2B topics can still be some of the most valuable ones to target in AI search Why digital PR now has a second job: getting your brand mentioned on the third-party sites that AI tools cite in their answers How to track the commercial impact of your AI search visibility, including getting your sales team to ask "where did you find us?" Want a prioritised action plan for your own AI and organic search visibility? Our team can carry out a full paid audit across every platform, your sentiment, and your topic and prompt visibility. Request one at https://exposureninja.com/audit Read the full show notes: https://exposureninja.com/podcast/ai-search-optimisation-for-b2b/ Try Semrush One 👉 https://exposureninja.com/semrushone

August 10, 202617 min

6X Your Website Leads With This Strategy

Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing. Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x. Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example: Rebuild the website around conversion. Customer research showed prospects were searching the symptoms of their problem, not the solution, and that shame was blocking them from acting. Reframing the site around that took conversions from 53 a month to 393, a 640% increase. Get the SEO foundations right. Technical audit, structured data, an optimised Google Business Profile, and 268 overlapping blog posts consolidated into four content pillars. Organic sessions doubled, blog conversions rose 10x, and total traffic increased 4.7x. Build visibility in AI search. Competitor benchmarking, content built for long tail conversational queries, FAQs across key pages, and mentions on the sites AI tools actually cite. ChatGPT sessions rose 231%, conversions from that traffic rose 1600%, and Perplexity became a lead source for the first time. Read the full case study: https://exposureninja.com/our-work/value-capital-funding/ Get the full show notes: https://exposureninja.com/podcast/value-capital-funding-strategy/ If you’re looking to get in-depth customer, competitor, and positioning insights, check out our Brand and Positioning Accelerator https://exposureninja.com/services/branding/brand-accelerator/ Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/