Search & Sustain

Video has become one of the most powerful tools in the modern marketer's toolkit, but simply creating videos isn't enough. In this episode of Search & Sustain, Seth Hastings and Erin Hallstrom discuss why B2B marketers need a thoughtful video strategy and how video fits into a larger audience growth ecosystem.
The conversation explores how video serves as a brand extension, helping companies connect with audiences in more authentic ways while reaching people who prefer visual content over traditional written formats.
Read the full transcript of this episode on MarketingEDGE and be sure you sign up to receive our weekly newsletter. 
 

As AI becomes a bigger part of content creation, marketers face a new challenge: how do you leverage automation without losing authenticity? In this episode, we on dive into commoditized versus non-commoditized content, practical ways to use AI as a research and editing partner, and why the most memorable marketing often comes from embracing what makes you uniquely human, awkwardness and all.

As AI-powered search, answer engines, and Google’s AI Overviews continue to reshape content discovery, marketers are under increasing pressure to create information that is both visible and valuable. Erin breaks down the concepts of commodity content and non-commodity content, explaining why explainers, listicles, and other searchable assets still matter, while also highlighting the unique role that experience-driven, hard-to-replicate content plays in building trust and brand loyalty.
Listeners will learn how to identify content that competitors can easily replicate, uncover the stories only their organization can tell, and strike the right balance between top-of-funnel visibility and mid-funnel trust building. Through practical examples, including the now-famous "Seth's Secret Sauce Company," the conversation offers actionable ideas for creating more distinctive marketing content without requiring massive budgets or resources.
Read the transcript of this episode and check out Erin's favorite non-commodity articles on the MarketingEDGE website 

What separates great AI-powered content from generic AI slop? The answer might be in your prompts.In this episode of Search & Sustain, Erin Hallstrom, Seth Hastings, and AI expert (and fellow MarketingEDGE podcaster) Alexis Gajewski go head-to-head in a live AI prompt challenge. Using the same marketing assignment, they reveal how different prompting strategies impact content quality, brand voice, audience alignment, and marketing outcomes. The conversation explores why audience research matters, how brand guidelines improve AI outputs, the role of Reddit and community insights in content creation, and why the best marketers treat prompting as an ongoing conversation rather than a one-time task. Whether you're using AI for content marketing, SEO, social media, or answer engine optimization, you'll leave with practical ideas for creating more authentic, audience-focused content.
 
Read the prompts Alexis and Seth came up with by visiting the MarketingEDGE website.

In this episode of Search and Sustain, Seth Hastings and Erin Hallstrom explore one of the biggest challenges facing B2B marketers today: using AI without sacrificing your brand's personality. They discuss why so much AI-generated content feels interchangeable, how authentic perspectives outperform generic listicles, and why human experience remains one of your strongest competitive advantages.
 
You'll also hear a lighthearted conversation about AI-generated origami personas (including why Erin is apparently an owl and Seth is definitely not a "cute woodland fox"), before diving into practical strategies you can apply to your own marketing.
 
Plus, download our Secret Sauce That Sticks AI Prompt Guide to put these ideas into practice. Get the guide and read the transcript on the MarketingEDGE website.

In our first episode of Search and Sustain, Seth Hastings and Erin Hallstrom break down the psychology behind compelling headlines, email subject lines, and LinkedIn posts that capture attention and keep audiences engaged. Through a rapid-fire game of "Click It or Skip It," they analyze real-world examples to uncover what makes marketers stop scrolling and start reading.
 
The conversation goes beyond simple copywriting tips to explore the importance of context, curiosity, audience intent, and trust. You'll hear why vague headlines underperform, when longer headlines actually work better, how curiosity gaps can increase engagement, and why understanding your audience's limited time is critical to every marketing decision.
 
Whether you're creating blog posts, email campaigns, LinkedIn content, or SEO-driven articles, this episode will help you write content that earns the click—and gives your audience a reason to stay.
 
Enjoy your own game of Click it or Skip it by visiting this episode of the MarketingEDGE podcast.