Hal Werner

Digital marketing, creative demand generation campaigns, and content strategy. Addressor of challenging marketing topics.

[Hal Werner @halwerner]

@GergelyOrosz As someone in marketing, everyone believes they're not affected by marketing. I can assure you, many are. The best advertising doesn't leave you saying "That ad was great, I'll go buy it. Great advertising changes how you think and feel and makes you think it's your own idea.

[Gergely Orosz @GergelyOrosz]

It’s cringe to see successful companies that have nothing to do with AI rebrand themselves as “an AI platform” because they think it will somehow help them.

Workday is a HR platform.

Sure, they added AI features like everyone else but was never “built with AI at the core”

[Hal Werner @halwerner]

@embeemusicstuff @lilyraynyc The most relevant use case I can see is ensuring you're mentioned and your position on a topic is surfaced under the assumption of a zero-click search. In this respect, it becomes more akin to brand building and PR. Making sure you're in the convo.

[Hal Werner @halwerner]

@scott_stouffer @lilyraynyc Wow, yikes

[Hal Werner @halwerner]

@scott_stouffer @lilyraynyc Why's that?

[Hal Werner @halwerner]

@realBrookNash Establish and maintain clear expectations

[Hal Werner @halwerner]

@anne_theriault The state of Texas alone is almost 3x the size of the entire UK.

For many USA folks, visiting a new country beyond Canada and Mexico means flying 5,000 miles across an ocean instead of 200 miles by train.

Seattle to Miami is like London to Cairo (driving).

[Hal Werner @halwerner]

@bri_randy @Cinemark Watch out. The official https://t.co/a9lAyAHJLc site is showing an error message, but a lot of people are getting redirected to this URL, which doesn't match.

[Hal Werner @halwerner]

@85scenes @Cinemark Be careful, that domain does not match if you look closely

[Hal Werner @halwerner]

@CyrusShepard Shades of "buy AOL keyword"

[Hal Werner @halwerner]

@molly0xFFF An internet where you could easily discover a sports podcast from a weirdo in a basement in Kalamazoo with a $30 mic they got for Christmas.

Instead of every single employee of ESPN having their own separate podcasts getting pushed by full power of the media conglomerate.

[Hal Werner @halwerner]

@molly0xFFF I resent the professionalization of the internet.

I miss when normal people who cared created stuff they knew about deeply.

And not where highly funded groups create stuff they don't know or care that much about just to get cash.

[Hal Werner @halwerner]

@joelbasson @GergelyOrosz You die the hero or live long enough to become the villain

[Hal Werner @halwerner]

@AnthonyGaenzle No. Traditional search engine bar-style traffic may be eroding, but as long as people are searching for things, trying to show up as the answer to those things will continue to be a lucrative function.

Seems like the specifics of accomplishing that are changing quite a bit.

[Hal Werner @halwerner]

@semrush I hope this helps people. But I have to say the one on the left sounds specifically like a conversion or direct response copywriter.

Probably not relevant to your target audience, but a classic concepting ad-type copywriter is notably different.

[Hal Werner @halwerner]

@JamieLSaunders Cause they want you to pay for reach

[Ross Hudgens @RossHudgens]

Google has stolen this traffic back.

According to Ahrefs, traffic is falling off a cliff.

I do not see any rankings present, and using a site: search, only the homepage is currently indexed.

Do not embarrass Google.

[Hal Werner @halwerner]

@realBrookNash Not sure. Found out Spotify bought a bunch of podcasts, made them exclusive, then shut them all down.

[Hal Werner @halwerner]

@lilyraynyc I feel like it should be a big clue to Google that publishing 1,800 pieces of new content within a few hours constitutes something unnatural and low-quality

[Hal Werner @halwerner]

@AnthonyGaenzle I agree most businesses benefit from having a site, but the original question was about getting by (I read that as surviving) and plenty of businesses would go on without one, like a grocery store, a gas station, a fast food franchise, etc