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The Long Game

The Long Game

By: Allie Decker David Ly Khim Alex Birkett
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 The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.2024 Omniscient Digital, The Long Game Economics Leadership Management & Leadership Marketing Marketing & Sales
Episodes
  • Kitchen Side: Correlations, Chaos, and ChatGPT

    Kitchen Side: Correlations, Chaos, and ChatGPT
    Nov 19 2025
    In this Kitchen Side episode of The Long Game Podcast, the Omniscient team dives into a wide-ranging discussion on trust, research quality, and marketing visibility in an AI-driven world. They start with epistemology—what makes research “good” or “bad”—and reflect on how flawed correlations can mislead marketers. The team then unpacks their recent Winter study on how B2B buyers use LLMs like ChatGPT in the purchase journey, revealing that while LLMs are common early in research, peer feedback and brand transparency are essential in final decisions. They also explore the evolution of SEO into GEO/AEO, discuss organizational roles and feedback loops, and propose new cross-functional models for digital visibility in a world of probabilistic, AI-generated content.Key TakeawaysNot All Research Is Trustworthy: Internal/external validity and sample bias can distort marketing data—marketers need stronger research literacy.Correlation ≠ Causation: Data trends, especially in AI visibility, often include spurious relationships—interpret with caution.LLMs Are Entry Points, Not Final Decision Tools: While many B2B buyers start with AI search, they turn to peers and review sites before converting.Transparency Beats Perfection: Buyers trust brands that clearly state who they serve, what they do, and where they fall short.GEO Relies on Accuracy: Incorrect or outdated online information can mislead LLMs—fixing this improves visibility and conversions.Sentiment and Product Reality Matter: Negative perception from bad UX or old reviews isn’t a marketing problem—it’s a product and comms one.AEO Needs Cross-Functional Ownership: Teams like PR, content, SEO, and product marketing must collaborate to influence LLM visibility.A New Role May Be Needed: “Digital visibility lead” or a cross-team committee could help unify efforts across brand, SEO, and off-page strategy.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    53 mins
  • Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)

    Earned Media, Brand Journalism, and AI Visibility with Noah Greenberg (CEO at Stacker)
    Nov 5 2025
    In this episode of The Long Game Podcast, Alex Birkett interviews Noah Greenberg, CEO of Stacker, a content distribution platform that helps brands turn owned content into earned media. They dive into the paradigm shift from SEO (Search Engine Optimization) to GEO (Generative Engine Optimization) and how brands can optimize for visibility in AI-powered interfaces like ChatGPT and Gemini. Noah shares how earned media, brand mentions, and distribution at scale are becoming the new backlinks, and how the lines between PR, content, and SEO are blurring. From Google's disappearing traffic to ChatGPT's probabilistic answers, this is a deep dive into the future of organic visibility and media strategy in the AI era.Key TakeawaysSEO Is Evolving into GEO: The goal is no longer just ranking on Google—it’s being cited and surfaced in AI-powered responses.Earned Media Drives AI Visibility: PR, brand mentions, and syndicated content now influence whether LLMs cite your brand.Distribution Increases Surface Area: Publishing content broadly boosts the probability of being included in AI-generated answers.PR Is Cool Again: The rise of AI search has revived interest in press releases and third-party citations as visibility tools.SEO, Content, and PR Must Merge: Teams need to collaborate across departments to drive brand visibility in AI environments.Impact Is Visible—Fast: A single article syndicated through Stacker can be cited in AI search results within 24 hours.Measurement Models Are Changing: Traditional KPIs like backlinks and traffic are giving way to visibility, trust, and AI mentions.Founders Should Think Like Media Companies: Being the source of truth—and distributing it widely—is key to staying top-of-mind.Show LinksConnect with Noah Greenberg on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    1 hr and 5 mins
  • Kitchen Side: How to Move Fast

    Kitchen Side: How to Move Fast
    Oct 29 2025
    In this Kitchen Side episode of The Long Game Podcast, the Omniscient Digital team explores the tension between moving fast and making smart decisions. Speed is often praised in startups and growth environments, but it can lead to thrashing, burnout, and wasted effort when misapplied. Through reflections on agency work, in-house roles, and working with clients, they examine how to balance urgency with focus, and how strategic patience—paired with tactical speed—can create real momentum. They also share real-world SEO and AI examples of teams pivoting too fast, chasing trends, and missing out on compounding gains due to lack of prioritization, alignment, or decisiveness.Key TakeawaysSpeed ≠ Thrashing: Speed is powerful—but not when it means jumping between tactics without a long-term direction.Experimentation Requires Discipline: The best teams move quickly within a defined portfolio of experiments, not across constant strategic shifts.AI and SEO Demand New Timelines: Understanding how long it takes to see results from AI Overviews or SEO changes is critical for smart investment.Strategic Decisions Need Time: Channel or strategy-level shifts should have space to breathe—tactical pivots can happen faster.Avoid Becoming the Bottleneck: Leadership speed often comes down to fast approvals, trust, and timely delegation.Portfolio Thinking Beats All-In Bets: High-performing orgs allocate some resources to R&D and experimentation while maintaining core execution.Alignment Enables Flow: Teams that communicate clearly and early across departments unlock faster execution and reduce friction.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
    Show More Show Less
    56 mins
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