Curious how multimedia content campaigns and design services from Nexus Marketing can support your brand?
Our services are designed to help you sustain that impact, strengthen your brand, and win more business without draining your team’s time and resources.
Whether you need lead capture resource creation, sales enablement, brand-building, or general design support, we have the mission-driven expertise and design chops to help.
This guide provides a quick overview of our design services and what you can expect when you partner with the Nexus team.
Quick context
Our content, design, and branding services are offered in addition to any existing SEO, GEO, and/or HubSpot work with Nexus Marketing.
If you’ve already worked with Nexus for “Full-Funnel” design work (our previous iteration of this service), you’re likely familiar with the range of content and design collateral we can create.
Our updated packages now provide greater structure and repeatability, helping you build a truly valuable and cohesive content library rather than one-off solutions. Nexus Marketing also brings true sector expertise — we’re the leading agency serving mission-driven brands. We understand your audience and what they’re looking for when making buying decisions.
Layer our years of experience onto a scalable multimedia campaign structure, and you can build a true lead generation engine that speaks to your audience and drives results for your brand.
If you have any questions or want customized recommendations, please reach out to your Nexus account team or explore our design service overview page.
Our design services
We offer three ways to tap into our updated design services:
1. Content and design retainers
While one-off design efforts address your immediate needs, our strategic design packages are curated to build sustained momentum and drive long-term value.
How these packages work:
Your design retainer serves as a monthly content engine, ensuring a steady stream of assets to support your brand.
An Anchor Asset (a high-value lead capture resource or webinar) is selected, developed, and distilled into a variety of multichannel assets.
Your Anchor Asset can be designed to meet a custom need or follow one of our recommended approaches:
Subject matter interviews converted into clickworthy guides and opinion pieces
Proprietary data turned into branded state-of reports and industry trend guides
Voice of customer insights from your own sales calls formatted into sales enablement materials
Webinar recaps, polished eBook versions of your events to use for lead capture or follow-up
Webinar production packaged with additional shortform clips and multichannel assets
A tiered service structure and optional add-ons help you build the package that best meets your needs.
These packages can also be expanded with additional design support hours to meet your changing needs.
These services function like our existing approach, providing targeted design support for campaigns and assets such as webinar kits, sales enablement collateral, and video production. These hours can be swapped into an existing Nexus engagement or added as a dedicated expansion.
With this service, Nexus operates as a dedicated, on-demand creative resource, saving you time and upping the visual quality of your visual materials.
3. Brand identity and strategy
Brand identity is the foundation of the impression your business makes on potential customers.
Whether you’re looking to refine an existing look or build a new identity from the ground up, the Nexus team can provide strategy development and visual design tailored to your unique goals. Our branding services range from foundational brand refreshes—focusing on core elements like logos and color palettes—to comprehensive identity systems that define your brand’s voice, positioning, and visual language.
Check out this collection of sample design deliverables we’ve produced:
Technical resource for a localized education audience
Boosts credibility, provides value, and reinforces brand
Branded sales deck
Makes a stellar impression, easily templatized for future use
Quick sales enablement graphic
Easily shared with prospects to offer support and build buy-in
Niche educational resource
Serves as true thought leadership for the brand while capturing leads
Educational how-to guide
Evergreen, high-value content for lead capture
Refreshed brand guidelines
Updated brand assets and comprehensive style guidelines to ensure consistency and impact
Check out more examples of our graphic design work in our portfolio.
Partnering with Nexus for design services
To support your brand’s unique needs, we provide flexible solutions ranging from monthly content engines and on-demand design support to strategic branding.
Whatever design service you need, our goal is to ensure it integrates seamlessly with your current workflows, providing creative expertise and driving your business forward while saving you time.
Take your brand’s design pulse
To help clients quickly gauge where they stand with multimedia content and design, we’ve developed a quick scorecard. This tool audits your brand’s:
Lead capture strategy
Multimedia diversity
Content distribution
Brand identity
Want your score?
Reach out to your Nexus account team to schedule a quick design audit. We can walk through the results and lay out some preliminary recommendations for how to strengthen your brand’s visual presence.
Ready to learn more about how our expanded design capabilities can support your brand? Learn more about our services and let us know if you have any questions.
If you’re already a Nexus client, contact your Account Manager to learn more and discuss your options. If you’re not yet a Nexus client, contact us for a custom consultation.
Our goal: transform your HubSpot CRM into a hassle-free revenue engine that attracts, nurtures, and converts more leads with less work.
As an official HubSpot Solutions Partner, we take a RevOps-driven approach to transforming how your business uses this powerful platform to drive impact and close deals.
Whether you’re deploying HubSpot for the first time or optimizing an existing setup, Nexus ensures full CRM alignment, marketing automation, and lead generation optimization tailored to your unique mission-driven market.
Quick context
HubSpot services are offered in addition to and separately from your existing SEO, GEO, and/or design engagements with Nexus Marketing.
If your business uses HubSpot or is considering a CRM switch, contact your account team or reach out to learn more about how we can help.
We’re the leading agency for brands selling to the mission-driven space. Our years of experience speaking to these audiences give you a leading edge when developing buyer personas, building sales workflows, scoring leads, and more.
Our take: Why HubSpot implementation needs a RevOps approach
HubSpot is powerful—but even advanced marketing automation platforms underperform without team and process alignment.
RevOps, or Revenue Operations, aligns marketing, sales, and service teams around shared revenue goals. In HubSpot, it ensures data-driven lead management, automation, and reporting, making your CRM a true revenue engine.
By combining HubSpot implementation with RevOps practices and our deep mission-driven knowledge, Nexus helps businesses:
Align marketing, sales, and customer success teams around shared revenue goals.
Automate lead scoring, nurturing, and lifecycle stage transitions.
Build dashboards and reporting that reveal what drives actual revenue.
Integrate HubSpot with your existing tech stack for streamlined operations.
HubSpot + RevOps = predictable revenue growth
What to expect from HubSpot implementation by Nexus
Our standard HubSpot implementation services include a comprehensive range of one-time and ongoing activities designed to help you start generating an ROI as fast as possible.
Highlights include:
1. CRM & workflow setup
Configure HubSpot for your marketing, sales, and/or service workflows
Define lifecycle stages, lead scoring, and pipeline stages for optimized lead management
2. Data-driven Rev-Ops alignment
Build automated dashboards showing KPIs across teams
Identify pipeline bottlenecks and recommend ways to optimize every stage of your revenue funnel
Prioritize high-fit leads ready for your sales team
4. Team training & enablement
Enable your teams to use HubSpot efficiently and adopt best practices
Align stakeholders with standardized reporting and workflows
5. Seamless integrations
Connect HubSpot with your existing tools for full operational alignment
Ensure your teams are working smarter, not harder
For more details on specific deliverables and activities, please explore our HubSpot service overview page or contact your Nexus account team.
Why invest in your HubSpot instance?
HubSpot can be a transformative platform for businesses when well-configured and used with best practices in mind. A fine-tuned HubSpot instance can:
Improve your lead conversion and pipeline velocity
Enhance your reporting, forecasting, and revenue visibility
Improve your customer retention rate
Reveal more and larger upsell opportunities
But even beyond these strategic benefits, consider the time saved by a well-running CRM. Clunky systems that aren’t used consistently by all teams or that are missing key workflow setups or integrations can easily waste more time than they free. Not to mention, software licenses get costly fast when they don’t generate an appropriate ROI. HubSpot should empower your business to drive impact and close more deals.
Why partner with Nexus Marketing, specifically, for HubSpot implementation? A few reasons:
We’re a certified HubSpot Solutions Partner. Our team brings years of specialized expertise working with HubSpot.
We take an integrated RevOps-driven approach to align revenue teams and ensure your ROI remains top of mind.
We specialize in the mission-driven market and know how to reach, engage, and convert the audience you need.
If you already work with us, we already understand your business and brand. This contextual knowledge helps us lay out tailored workflows, buyer personas, reporting protocols, and more faster than a generalist agency.
Take your brand’s RevOps pulse
To help clients quickly gauge where they stand with HubSpot and RevOps optimization, we’ve developed a quick scorecard. This tool audits your brand’s:
Campaign execution & lead capture infrastructure
Automation & nurture strategies
Funnel alignment & RevOps practices
Data infrastructure & hygiene
Maintenance & adoption
Want your score?
Reach out to your Nexus account team to schedule a HubSpot pulse check. We’ll walk through a quick questionnaire to learn more about how you currently use HubSpot and where you could improve to drive greater impact.
If we already have access to your brand’s HubSpot instance, we can also look directly under the hood and report back with our findings and recommendations.
FAQs about our HubSpot services
What does HubSpot implementation include?
HubSpot implementation includes CRM setup, workflow configuration, marketing automation, dashboards, reporting, and team training, all customized to your business goals.
Can Nexus optimize an existing HubSpot setup?
Yes. We audit current processes, align lifecycle stages and lead scoring, and implement RevOps best practices for measurable growth.
How quickly will we see results?
Improvements in lead quality, sales velocity, and reporting clarity are typically visible within 60–90 days after implementation.
Why choose Nexus over other HubSpot partners?
Nexus combines HubSpot expertise with a RevOps approach, aligning teams, optimizing automation, and delivering predictable revenue results.
If you’re already a Nexus client, please contact your Account Manager for more information. If you don’t yet work with Nexus Marketing, please contact us to set up a consultation.
In today’s digital landscape, lengthy articles consisting mostly of text are no longer enough to ensure your brand stands out online.
As a team of content creators focused on driving leads for mission-driven clients, we’ve seen the bar for “high-quality content” rise dramatically. Focusing on keywords and word count alone won’t help you reach your goals. Instead, you must actively consider how to boost engagement, improve user experience, and—most importantly—prove E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
At the same time, Generative AI hasn’t only changed how we write, but it has also altered how search engines process and interpret content. To succeed in the new era of Generative Engine Optimization (GEO), content must be multimodal, dynamic, and genuinely helpful.
That’s why our content team at Nexus has adopted a new strategy: using Canva AI to rapidly create and embed interactive multimedia content elements directly into our client blogs.
This post explores the “why” behind this strategic shift and details “how” we’re doing it.
The “Why”: Content as an Experience, Not Just a Page
We chose to lean into interactive multimedia content for four specific, data-backed reasons.
1. To Skyrocket Engagement and Conversions
Static content is passive. Interactive content encourages active engagement, and the data proves it:
For our clients, engagement isn’t just a vanity metric. It’s a direct line to a high-quality lead. When a user completes a quiz or calculator, they receive immediate, concrete value. This value exchange makes them far more likely to convert. In fact, 40.1% of users who start a quiz will input their information to become a lead.
2. To Demonstrate E-E-A-T
Anyone can claim expertise. Interactive content shows it.
A blog post that claims, “We are fundraising experts,” is weak. But a blog post that features an interactive calculator showing a nonprofit how much they could raise with a new strategy? That demonstrates direct, verifiable experience.
An interactive timeline, a detailed infographic, or a how-to video demonstrates firsthand expertise in a way plain text simply cannot. It gives potential clients a taste of the value they can expect when they choose to work with your organization.
3. To “Feed” the Generative AI Engine (GEO)
This is perhaps the most critical reason for our shift. Generative AI models, such as those powering Google’s AI Overviews, are designed to be multimodal. They actively look for videos, images, charts, and data from interactive tools to synthesize their answers.
If your content is just text, it’s effectively invisible to the parts of the AI that are looking for rich media to feature.
By embedding data-rich infographics, charts, and video clips, we provide AI models with structured, verifiable data to cite, making our clients the source of truth for their industry.
4. To Answer Complex, Conversational Queries
The future of search is Generative Engine Optimization (GEO), which focuses on answering long-tail, context-rich questions (e.g., “What’s the best fundraising consultant for a small nonprofit in Atlanta?”).
A simple blog post may struggle to provide a comprehensive answer to this. But imagine a page that features:
A 30-second video testimonial from a local nonprofit.
An interactive calculator to estimate consulting ROI.
An infographic of “Top 5 Local Consultants and Their Services.”
This multimedia-rich page provides a comprehensive, structured answer that the AI can confidently draw from, positioning our client as the definitive resource.
The “How”: The Nexus Approach to Canva AI
To achieve these goals, our team needed a tool that was powerful, fast, and—above all—flexible. We chose Canva AI.
While other AI tools are great, Canva’s all-in-one platform allows our content creators (not just designers) to quickly build assets that are perfectly branded for each client. This ability to create truly custom, on-brand assets at scale is a game-changer.
We don’t just “use” Canva AI; we have a specific workflow to ensure every element is effective, on-brand, and technically sound.
Enter a prompt (e.g., “Provide ideas for an interactive element to add to this nonprofit CRM blog post: [URL]”).
Review the first output and iterate on the prompt as needed.
Copy the final HTML code into the code editor of the client’s blog post.
Save as a draft and preview to ensure it’s working correctly.
Iterate and refine using our best practices (see below).
Publish and track engagement.
Our Top Best Practices for Canva AI Implementation
Creating the element is just the first step. Integrating it successfully requires a combination of technical and strategic approaches. Here’s how we fully optimize multimedia content to serve the needs of both users and LLMs:
Be specific about branding: We provide HEX codes, specific font names, and even paste in existing images from the client’s site so Canva AI can perfectly match the brand style.
Isolate the styling: We specifically prompt Canva AI to “only style the multimedia content itself.” This prevents the HTML from overriding the entire page’s CSS in the client’s CMS.
Use Gemini to refine: Canva AI provides a great V1. We often copy its code into Gemini to fine-tune branding, add new features, or troubleshoot when it isn’t displaying properly.
Embed the conversion journey: We ask Canva to add CTA buttons directly within the interactive element (e.g., a “Book a Demo” button on a quiz results page) to move users down the funnel.
View in its intended form: We always preview the HTML, either by pasting it into a blank draft in the client’s CMS or by saving it as an HTML file in Notepad and opening it in Chrome.
Perform rigorous user testing: Interactive elements are part of our standard peer review. The editor must complete the quiz, use the calculator, etc., flagging any points of confusion, unclear instructions, or new conversion opportunities.
Save the code (twice!): We always save a backup copy of the final HTML code in a separate document, just in case anything happens to the design or thread in Canva.
Real Examples of Multimedia Content Driving Engagement
So, what do these interactive elements look like in practice? Check out a few examples of how we leverage Canva AI to make online content more engaging:
A quiz to help dance businesses determine whether they’re reading for automation:
An interactive fundraising strategy template to help nonprofits develop a customized plan:
A checklist to help charitable organizations prepare for an audit:
As you can see, we’re not focusing on providing just one type of multimedia experience—we’re taking a comprehensive approach to ensure that clients’ content features the type of interactivity that truly enhances user experience and drives leads.
Is Your Content Ready for the AI-First World?
If your blog is still just text on a page, you’re missing out on engagement, leads, and visibility in the new generative AI landscape.
We‘ll identify 8-10 pieces of content on your website that will benefit most from this interactive content and develop a custom plan for creating, implementing, and monitoring the success of these new multimedia elements.
Your Content Needs to Be an Experience
The bar for content has been raised. Success in 2026 and beyond requires a shift in thinking—from “words on a page” to “experiences on a screen.”
By integrating multimedia and interactive elements with Canva AI, we not only improve engagement but also future-proof our clients’ content. We are demonstrating their E-E-A-T, feeding the GEO engine, and providing the comprehensive answers that both users and AI are searching for.
https://nexusmarketing.com/wp-content/uploads/2025/11/multimedia-AI_feature.jpg7202060Jordanhttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngJordan2025-11-13 20:31:232025-11-13 20:38:19Beyond Text: Why We’re Using Multimedia to Demonstrate EEAT
If you’ve just kicked off a new webinar program with Nexus, you may have a few questions.
This resource walks through what you can expect from the process, including who’s responsible for what, our recommendations for success, and an overview of a standard webinar timeline.
Webinar Kickoff
During your webinar kickoff meeting, we’ll align on key event details.
It’s helpful for you to consider these in advance so that the meeting can be as productive as possible. However, we’ll also provide recommendations and can chat through your options during the call if needed.
Here’s what we’ll aim to determine during your kickoff:
Preferred date ranges for your event(s)
Who will present your webinar content
Your target audience for the event (job titles, organization categories, revenue ranges, etc.)
Whether you’ll repurpose webinar content or develop a new presentation
Topics you’d like to cover with your webinar program that will appeal to the target audience
During the call, we’ll provide available dates to choose from, initial audience segmentation recommendations, and topic suggestions (if needed).
What’s Needed From You Post-Kickoff
After the kickoff meeting, we’ll ask you to:
Confirm the webinar date, time, title, and topic (if not finalized during the kickoff call)
Share a bio and headshot of the webinar presenter
Begin creating your webinar content (or repurposing existing content)
Using the event details, bio, and headshot, our team will have what we need to produce emails and promote the event. We’ll reach out closer to the event to ask for a copy of your presentation.
During the event, your team will need to:
Join the virtual event 15-10 minutes early for a headcount and tour of the platform (if needed)
Present the webinar content
Engage the audience via chat (not necessary but recommended)
After the event, you’ll then:
Receive your package of event deliverables:
The webinar registrant and attendee list
A recording of the event
A chatlog from the event
Begin using the email list to follow up with registrants and/or fold them into your normal outreach cadences
What We’ll Handle
After the kickoff call and once we’ve confirmed key details, we’ll then handle these steps:
Scheduling your event
Setting up the relevant event pages and integrations
Laying out a promotional calendar
Segmenting your audience based on your ICP input (if using our list)
Developing promotional emails
Scheduling and sending promotional emails
Monitoring registration rates
Making ad hoc adjustments and improvements to boost registration as needed
Sending you one or more registration updates during the promotion period
During the event, our team will:
Orient your team to the Livestorm event platform before the webinar begins
Manage any backend issues that come up and offer technical support if needed
After the event, we’ll:
Export the event recording and chatlog
Send you a package of final deliverables, including registrant and attendee lists
Our Recommendations
As you begin thinking about the details of your upcoming webinar, we have a few suggestions that will help ensure it runs smoothly and generates the value you need:
Have at least one other team member (aside from the presenter) on the call to monitor the chat and respond to questions. We’ve seen that webinars with active chats tend to generate more engagement and interest among attendees.
Webinar topics should be tactical and compelling for mid-funnel audiences.
For example, “Likes into sustainers: Crafting a 90-day social strategy for your nonprofit” vs. “The power of social media for nonprofits”
If possible and depending on the date of your webinar, consider timely topics.
For example, lean into year-end giving, affinity months, etc. and what they mean for your target audience.
Webinar titles should be fewer than 75 characters and ideally acknowledge the target audience directly.
For example, a webinar title could include “for nonprofits,” “for development teams,” “for CMOs,” etc.
The Webinar Timeline at a Glance
Here’s a general standard timeline for a Nexus webinar. Depending on the date of your webinar and other factors, your own timeline may vary, but we’ll fully align on what to expect prior to beginning work.
The entire webinar process generally takes 4 weeks, including preparation and promotions.
During Week 0, we’ll kick off your event by aligning on details and handling the prepwork. Starting now, we ask that you begin developing your webinar content.
Over the next three weeks, we’ll actively promote your webinar, monitor registrations, and keep you updated. We’ll plan to send promotional emails to your audience segment in three core blasts, but we may add additional email blasts as needed if we find that registration numbers are lagging. We’ll also notify you if we find that we need to adjust your event’s title to successfully convert more registrants.
Please don’t hesitate to contact your Nexus Marketing account team if you have any questions about the webinar process before or during your next project.
We look forward to making your next digital event your best yet!
https://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.png00David Myershttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngDavid Myers2025-10-13 20:04:132025-10-16 13:28:17What Can You Expect from the Nexus Webinar Process?
In its early days, SEO was a game of keywords and link-building. Today, that’s not the end of the SEO story since artificial intelligence (AI) has radically transformed organic search. Google’s transition toward AI-driven results has fundamentally changed the way people interact with the search engine. Most recently, its newest AI mode feature, Search Live, has reimagined the way people interact with Google.
For anyone who cares about where their webpages land on search engine results pages (SERPs), you may be wondering what this means for your SEO efforts. In short, Google Search Live doesn’t take away SERP real estate—it just presents a new way to obtain it.
We wanted to break down the basics of Google’s newest development so you could see how it works and what implications it has on your SEO strategies moving forward. Here’s what we’ll cover:
Google Search Live is a real-time, conversational interface that allows users to conduct searches through voice prompts and live camera feeds. This new feature was integrated into the Google app on Android and iOS in September 2025.
Searchers can verbally ask Google a question and receive an AI-generated audio response. From there, users can click on links generated by the Search Live feature to learn more, or can view the transcript of their conversation with the AI tool.
On the backend, Google Search Live is built upon an advanced “query fan-out” technique. Google’s Vice President of Product, Robby Stein, explained it like this in a post on X (formerly Twitter):
AI Mode in Search introduces new reasoning and tools under the hood with a custom version of Gemini models. For any question, it makes a plan, breaks it down into related subtopics, and runs multiple Google searches to find the most helpful and reliable info.
In other words, Search Live does more than just process a single query when a user asks a question—it explores a multitude of angles and nuances of the user’s intent. Then, the system synthesizes its findings into a concise, easy-to-understand audio answer.
Furthermore, Search Live leverages contextual understanding to refine its responses. If a user follows up with a related question, the AI remembers the previous conversation, building upon the existing context rather than starting from scratch. This allows for a more natural and fluid conversational experience, mimicking how humans interact.
The integration with live camera feeds also adds a visual layer to this contextual understanding, allowing the AI to interpret visual cues and incorporate them into its search process, particularly for object identification or scene analysis.
The Major Differences
There are a few obvious differences between traditional search and Google’s newest feature, starting with Search Live’s mobile-only application. Google Search Live is exclusive to the Google app on iOS or Android devices, meaning the feature is strictly for mobile users (who account for 63% of Google searches in the U.S.).
The functionality also changes the way users interact with Google, and the responses they can expect to get in return:
Input:
Traditional searches use single, isolated queries
Google Search Live uses a multi-step, conversational thread
Output:
Traditional searches return 10 links to webpages
Google Search Live returns an AI-generated audio response
Goal:
Websites previously aimed to rank for a high-priority keyword.
While keyword optimization is still important, there’s a new emphasis on earning citations in Google’s AI response.
For example, let’s say someone wants to learn about graphic design for nonprofits. Using traditional search capabilities, they type something like “nonprofit graphic design services” and scroll through the results that appear.
With Google Search Live, the same search might look something like this: A user opens the Google app and asks, “How can I design a fundraising flyer for my nonprofit?” or “What’s the easiest way to design social media graphics for nonprofit marketing?”
In turn, Google’s AI uses contextual understanding to recommend online tools, professional graphic designers, and other resources that answer the user’s question.
How Does Google Search Live Affect SEO?
Insert yourself into the above example. The question is, how do you make sure Google references your website when formulating its response?
There are multiple ways to incorporate Google Search Live into your SEO strategy:
Study user intent. Consider the underlying intent behind search queries and the various stages of the buyer’s journey that users are in. This understanding can help you identify potential follow-up questions and related searches, so you can create nuanced content that effectively addresses users’ needs.
Employ an answer-first content strategy. Instead of simply covering a popular topic, structure your content to comprehensively answer user queries. Provide definitive answers to questions whenever possible, ensuring that your content isn’t only cited but also viewed as the most authoritative source of information.
Summarize content thoughtfully. Make it easy for Google to reference your content by using clear headings, bullet points, and concise summaries. Also, incorporate conversational headings, such as questions that mirror natural spoken language, to help Google’s AI easily extract key information and present it efficiently within its own interface.
Strategically cover topic clusters. Remember, Google Search Live doesn’t just respond to isolated queries anymore. Each search is conversational and nuanced, meaning for each core topic your content covers, it should also cover related sub-topics.
Showcase deep expertise. The idea that Google prefers credible and high-quality information is not new, but it’s especially important for this new format of search responses. Go beyond surface-level information to demonstrate your content’s expertise and trustworthiness. Also, highlight your content creators’ credentials in author bios or links to their professional profiles.
An SEO strategy that implements these approaches improves your content’s chances of being cited by Google’s Search Live tool and ranking highly on traditional SERPs. You don’t have to reinvent the wheel to get Google to pick up your content—view this new tool as an opportunity to build upon your existing efforts and make your content more well-rounded overall.
Partnering With Nexus to Maintain (or Boost!) SEO Rankings
The world of search is changing big time with Google Search Live, and it’ll take more than just a few tweaks to keep up. You need a partner who really gets the delicate balance between classic technical SEO and the exciting new world of Generative Engine Optimization (GEO).
The Nexus team knows all about establishing your brand’s authority among people and the AI systems that are now driving search. Our complete plan for helping you succeed is built on a few key ideas:
Getting your content ready: Nexus uses content scorecards to assess your readiness for AI visibility and determine what your next steps should be to improve it.
Connecting SEO and GEO: We follow a proven content creation process to make sure your website’s main content isn’t just informative, but completely designed to show up in all types of evolving search results. This entails a comprehensive approach, encompassing keyword research, GEO readiness, and technical considerations such as Schema Markup and page accessibility improvements.
Measuring results over time: In this new age of AI-driven search, we know that success goes beyond clicks. Along with traditional metrics, like keyword rankings and average session duration, the Nexus team is also dedicated to tracking your website’s success in terms of AI visibility. We conduct regular audits over time to monitor your progress and implement new activities as needed to make sure your content stays on top.
While Google’s latest developments are always on our radar, we offer a full range of services to help increase your brand’s visibility. Whether you’re looking for SEO and GEO support, digital marketing, or lead generation services, the Nexus team knows how to optimize your online presence for maximum results.
https://nexusmarketing.com/wp-content/uploads/2025/10/Google-Search-Live_feature.png5701630Alden Rodgershttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngAlden Rodgers2025-10-07 19:59:112025-10-07 19:59:11Google Search Live is Here. Is Your SEO Strategy Ready?
As generative AI continues to reshape how people search, such as through Google’s AI Overviews, businesses must rethink how they track success in organic visibility. Traditional SEO metrics like rankings and traffic are still important, but they no longer paint the full picture. The shift to using AI-driven tools (like ChatGPT) that serve content in response to queries without the need for a click calls for new ways of measuring visibility, influence, and engagement.
In this post, we’ll explore how you can track AI visibility, what metrics matter most, and how to align your digital strategy with the evolving nature of search. It’s clear that AI is here to stay, so your business should be prepared to adjust its strategies and future-proof its marketing.
Understand the New Landscape of AI Search
AI-driven search is fundamentally different from traditional search engine results pages (SERPs). Instead of displaying a list of links to top-ranking content, generative AI platforms often summarize content, pulling in information from multiple sources to provide an immediate answer to user queries.
Because of this, the way search is conducted has changed as well. With the rise of new AI search tools, including Google AI Mode, users are more likely to frame their queries as full questions or natural conversations rather than keyword strings. In turn, they expect personalized results. Searchers may even engage with AI suggestions or follow-up questions within the same session.
AI integration into search experiences is reshaping how users interact with results, which in turn affects the metrics previously used to track organic search success. Here are a few metrics that are impacted:
Organic traffic: Especially for top-of-funnel (TOFU) queries, many searchers will get the answers to their questions directly from AI Overviews. This means that organic traffic to your website may decrease.
Clickthrough rates: Similarly to organic traffic, clickthrough rates to certain pieces of content may drop, as users find their answers directly within AI responses.
Bounce rates: Web visitors may still visit your website even if their query delivers an AI Overview or response. For instance, they might be looking to get more details or context, verify the AI response’s accuracy, or take an action. Depending on the reason for their visit, they may fulfill their needs quickly, which can result in unpredictable fluctuations in bounce rate.
Average session duration: As users shift to consume content differently, your average session duration metrics can fluctuate as well. For instance, queries that can’t be easily or completely answered by AI responses may pique web visitors’ curiosity. This can lead to increases in average session duration, as the visitor wants to learn more about the topic.
Keyword rankings: Traditional keyword rankings may become less important, as visibility in AI-generated content may not correlate with rankings. AI responses may serve content taken from articles that rank much lower on the SERP for that keyword. However, according to a Botify study, 75% of AI Overview links come from the top 12 organic rankings for the keyword. This means that, as of this study, having high-ranking pieces of content for your main keywords is still an essential way to gain visibility.
Understanding these changes is key to interpreting SEO performance accurately and setting realistic expectations for organic success. However, fluctuations in these numbers don’t mean that these metrics aren’t worth tracking anymore or that you need to panic if you see any downward movement. The goal is to stay educated on how AI impacts your metrics and adjust your expectations accordingly.
Update Your Metrics to Reflect AI Engagement
On top of understanding how AI impacts existing SEO metrics, you should also begin tracking new metrics that reflect your brand’s visibility and influence in AI-powered search. Marketers need to consider new indicators, such as:
Mentions or citations in AI summaries, which indicate that AI tools recognize your content and see it as authoritative.
Presence in answer boxes or AI-generated snippets, where your content is directly cited as a recommended resource, improving non-click visibility.
Branded search volume, especially following AI exposure, as this suggests users remember your organization and actively seek it out after engaging with AI-generated content.
Referral traffic from AI tools or aggregators, which confirms that users are navigating to your website after seeing it referenced by AI tools.
Google is also beginning to support the shift toward AI-driven metrics. In June 2025, it began including sites appearing in AI features (such as AI Overviews and AI Mode) in overall search traffic in Google Search Console. Although still in its early stages, this feature signals that Google recognizes the need for greater transparency in how AI tools shape traffic.
Over time, emerging tools will offer solutions to track AI-centric metrics more effectively, helping marketers stay ahead of the curve. For instance, Semrush now offers an AI toolkit that analyzes how LLMs feature your brand and compares how different AI platforms present your products.
For now, simply stay aware of these metrics to better understand how your content is performing.
Optimize Content for AI Tools, Not Just Search Engines
To increase the likelihood of your content getting cited by AI, it’s crucial to structure and present information in a way these tools can easily understand and reference. AI systems don’t evaluate and learn from content the way humans do. Instead, they rely on structure, clarity, and semantic cues to determine which sources to use and deliver to their users.
Here are three key considerations for optimizing your content for AI:
Clarity: Make sure that your content is clear and concise. Use clear, factual language that’s easy to parse, and break paragraphs into easily digestible chunks. You can also use bullet lists to break text up even further.
Structure: Structure your content so it flows logically. In particular, implement proper header tags in descending order. This creates a content flow that AI can easily understand. Additionally, you can implement structured data and schema markup to help AI tools understand your content even more easily.
Relevance: Create content that’s highly relevant to your audience’s search intent. In particular, focus on topics, not just keywords. What do people want to know when they search this keyword? Address their concerns and main questions. Additionally, don’t hesitate to include authoritative citations and relevant images, videos, and infographics to deliver an even better experience for AI and web users.
If your content is ambiguous, lacks context, or isn’t properly formatted, AI tools may have a difficult time understanding it, which results in your content being overlooked.
Keep in mind that all of these best practices align with well-known SEO best practices as well. Emphasizing clarity and relevance isn’t just a best practice for AI; it also allows web visitors to more easily understand and find value in your content. Incorporating a clear structure makes it easy for search engine crawlers to crawl and index your content. This means that following these best practices won’t jeopardize your SEO strategy—they’re actually likely to improve your SEO performance!
Next Steps: Adjust as the Landscape Evolves
AI visibility is already redefining success in organic search. While the metrics are changing, the core strategy remains the same: create high-quality, useful, and trustworthy content.
However, AI and search technology are evolving rapidly. To stay competitive, adopt a mindset of continuous improvement and adjustment. Conduct regular audits to understand how your content appears in AI tools, test different content formats, and subscribe to newsletters (like ours!) that feature industry updates on AI.
Here at Nexus Marketing, we’re constantly evolving our offerings to address new trends in the SEO marketing landscape. If you want to boost AI visibility and get your content featured by AI tools, we provide the following services:
AI Audits: Using generative engine optimization (GEO) scorecards, we evaluate your brand’s readiness for AI-driven visibility. Our team will also identify actionable steps you can take to improve how AI tools see your brand.
AI Content Optimization: We support your brand’s GEO efforts by optimizing your website content for AI visibility, including implementing schema, consistent blog authorship, clear brand language, and more.
Ongoing AI Support: After we’ve conducted an AI audit, we’ll finalize an action plan to get your brand in the right place to be seen by AI. We’ll also monitor your AI visibility by conducting regular audits and implementing new activities as necessary.
If you want to learn about how to increase brand visibility within new AI tools and SERP features and discuss how to leverage them to your advantage, work with Nexus Marketing. Contact us to learn more about our full range of AI visibility, digital marketing, SEO, GEO, and lead generation services.
And if you’re a Nexus client or partner, please contact your Nexus points of contact—we’d love to chat about how we can take your AI strategy to the next level.
https://nexusmarketing.com/wp-content/uploads/2025/07/AI-Visibility-and-Search_Feature.png6341816Connie Zhanghttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngConnie Zhang2025-09-23 09:00:462025-09-23 12:02:57How to Track Success with AI Visibility and Search
Video creation and promotion have always played a key role in search engine optimization (SEO), but in 2025, they’re no longer just important—they’re essential. Search behaviors are shifting, and platforms built on video have become the new gateways to discovery.
The takeaway is clear: prioritizing YouTube and Instagram in your SEO strategy is no longer optional. If you want your brand to stand out, compete, and capture attention in search-driven environments, video SEO must be at the core of your approach.
This guide and strategy playbook will help you optimize your YouTube and Instagram content for discoverability, engagement, and conversions. We’ll cover:
What’s the response you always hear after asking someone a question they don’t know the answer to? “Google it.”
But in 2025, the search landscape isn’t so straightforward anymore. Platforms like TikTok, Instagram, and YouTube are rising up to compete with traditional search tools. These platforms have gone beyond providing entertainment to providing the answers to questions that today’s searchers want to know.
“What are spring fashion trends for 2026?” and “What were the highlights from the recent gubernatorial debate?” are both questions that can just as easily be answered via YouTube, TikTok, or Instagram as they can on Google.
What’s causing this new trend? For one, younger audiences use social media as their primary search tool. 41% of Gen Z prefer to discover new products on social media via short-form video.
Plus, video content is useful for helping searchers find products they’re interested in. According to Bazaarvoice’s Shopper Experience Index, 53% of consumers use YouTube and 41% use Instagram for product discovery and research. Wyzowl found that 87% of people have been convinced to buy a product or service by watching a video.
Product queries that include videos in results see 64% higher click-through rates.
YouTube citations appear in 78% of AI Overviews for product comparison searches.
Video content is 3.1x more likely to be cited than text content for the same product information.
These trends highlight the importance of incorporating video SEO best practices into your overall SEO and social media marketing strategies.
How Video SEO Works
You might be thinking: “My business already has an SEO strategy. We include high-value videos in our content when it makes sense. Do we really need a separate strategy just for video SEO?”
It’s true—many of the tactics that help blog posts and web pages rank can also give your videos a lift in search or on social platforms. However, a dedicated video SEO strategy ensures your content isn’t just visible, but fully optimized to drive engagement and reach new audiences across multiple channels.
Let’s examine how people actually discover your video content, whether they’re searching on social media platforms or using Google.
YouTube Search Ranking Factors
Google has owned YouTube since 2006, so many elements that help YouTube videos perform well also boost Google search performance. However, there are some key distinctions to keep in mind when it comes to YouTube search rankings.
The YouTube algorithm prioritizes these elements when ranking videos:
Metadata
Your video metadata, such as titles, descriptions, and tags, should contain relevant keywords based on the video’s content. For example, take a look at this video from Double the Donation. It’s optimized for the keyword “matching gift challenges.”
The video includes a brief, optimized title that includes the main keyword:
The description also includes the keyword “matching gift challenges.” It’s not too long, but it includes crucial additional information about the Double the Donation brand.
Engagement signals
YouTube is more likely to showcase videos that receive higher audience engagement, measured by data such as watch time, click-through rates, likes, comments, and shares.
Video structure and closed captions/transcripts
Using features such as Chapters, captions, and transcripts helps enhance both accessibility and indexing.
➡️Here’s the bottom line: YouTube SEO is about aligning metadata with user intent and maximizing engagement signals.
Instagram Search Ranking Factors
Because Instagram posts, Reels, and videos are now indexed by Google, you can use content shared to this platform to extend your reach to new audiences (beyond your existing followers).
On-platform factors that can help improve search ranking include:
Including keywords in your Instagram captions
Using hashtags to boost discoverability both on Instagram and on Google
Providing descriptive alternative text for better accessibility and to provide Google with greater context
Using aesthetically pleasing, keyword-aligned video thumbnails
Increasing video engagement on Instagram through audience interaction
➡️Here’s the bottom line: Instagram videos now contribute to Google Search visibility, making optimized captions, hashtags, and alt text even more important.
How Google ties everything together
YouTube and Instagram videos can appear on Google’s search results pages in multiple ways:
Optimized YouTube videos often appear as rich snippets with thumbnails and timestamps.
Google’s new AI-generated search results increasingly feature YouTube videos—as mentioned, videos are 3.1× more likely to be cited than text in product-related AI Overviews.
With Google now crawling Instagram content, optimized captions, hashtags, and alt text can help your videos show up for broader keyword searches.
➡️Here’s the bottom line: Google is pulling videos from everywhere—especially YouTube and now Instagram—to satisfy users’ demand for visual, quick, and engaging answers.
Preparing Your Video SEO Strategy
1. Conduct Keyword Research
Keywords perform a similar function in video SEO as they do in any SEO strategy. They help ensure your video content gets discovered by a wider audience.
YouTube autocomplete: Head to YouTube and start typing phrases in the search bar that are relevant to your video’s topic. The autocomplete function will automatically suggest topics that users search for the most.
Instagram search bar: Similar to YouTube autocomplete, you can type topics related to your video in Instagram’s search bar and see other similar terms that users are looking for.
Seodity’s Free Instagram Keywords Finder: This tool provides valuable keyword insights such as search volume, user intent, and keyword difficulty—a metric that shows how competitive a term is and how hard it may be for your content to gain visibility and traction around it. The higher the difficulty score, the more effort (and stronger optimization) it will take for your video or post to appear in Instagram search results.
Semrush: This platform is a robust tool for tracking keywords and assessing SEO success. You can find high-traffic keywords and build a video content strategy around them. You can also evaluate the effectiveness of your organization’s backlinking profile and run technical audits to spot and fix mistakes quickly.
Google Trends for YouTube: Use the YouTube filter on Google Trends to discover popular topics users are searching for and their interest over time in specific trends. You can focus on keywords that are currently trending to capture attention. However, it’s not sustainable to be constantly trend-chasing, so prioritize keywords with sustained interest over time.
Focus on long-tail keywords for niche discovery. These keywords are often easier to get traffic for because there isn’t as much competition from other brands. Plus, you can use these keywords to capture the attention of more qualified audiences.
For example, if you run a nonprofit consulting business with a local focus, you’ll likely generate better leads by targeting a keyword like “nonprofit consulting for healthcare organizations in [your city]” rather than a broad term such as “nonprofit consulting firms.” The more specific phrase may bring in fewer searches overall, but the people who find you will be far more aligned with your services.
2. Create High-Quality Videos that People Want to Watch
When it comes to video SEO, keyword optimization will only take you so far. Your videos have to be engaging, informative, and watchable. Focus on quality content over quantity of videos.
Keep these key considerations in mind when planning out your video content:
Use professional equipment. For formal, branded videos, your lighting, camera, and microphones should be professional-grade equipment. You may post some videos with a more off-the-cuff feel that are filmed on a smartphone, but you should ensure that even those videos have clear audio and footage.
Keep videos brief. Shortform videos work much better for Instagram Reels, YouTube Shorts, and LinkedIn posts.
Ensure your videos are useful and on-topic. Every video should have a clear goal, whether to inform, entertain, or inspire your audience to take action.
Feature subject matter experts in your videos. Sound bites or interviews with experts will make your content much more compelling and credible.
Your videos don’t have to be scripted, but they should be polished. For example, a video clip from a webinar wouldn’t be scripted, but it should have a professional feel, with good lighting and straightforward points shared by the speaker.
If you’re not sure where to start when it comes to filming, editing, and posting high-quality videos, the experts at Nexus Marketing are here to help. We can help you build a portfolio of high-quality videos to support your SEO and brand strategy and amplify your reach. Work with us to create explainer, product, demo, and SEO-support videos.
Run frequent metrics reports to keep track of video engagement patterns. Note which videos perform well and which aren’t as popular to maximize what’s working and adjust what isn’t.
How to Optimize YouTube and Instagram Videos for Search
Take your video SEO strategy beyond the basics by using these optimization checklists to ensure you’re following best practices for each platform.
YouTube SEO Best Practices Checklist
✅Compelling, keyword-driven titles.
✅ Brief, keyword-rich video descriptions (200 characters or fewer are ideal).
✅ Accurate tags and categories to support a better user experience.
✅ Customized, branded thumbnails that convey the essence of your video.
✅ Accurate subtitles or transcripts to support both accessibility and search visibility.
✅ Playlists to organize your videos by theme.
✅ Chapters to divide longer videos by key themes.
✅ An interactive engagement strategy that makes use of calls-to-action (CTAs), comments, likes, and the community tab.
Instagram SEO Best Practices Checklist
✅ Engaging captions with clear keyword placement and engaging storytelling.
✅ A balance of broad and niche hashtags to achieve max visibility while avoiding looking spammy.
✅ Descriptive alt text with keywords included.
✅ Branded, clickable thumbnails/video covers.
✅ Reels-specific optimizations, such as using trending audios or memes.
How Nexus Marketing Supports Video SEO
Here at Nexus, we offer more than just video creation services. We can fully integrate client videos into search-optimized distribution channels, including YouTube and Instagram, to maximize visibility and discovery.
We offer upload kits to clients that include the following optimized video elements:
Engaging optimized titles
Concise and effective descriptions
Relevant hashtags
Branded thumbnails
With these elements, you can create an intentional video SEO strategy based on core ranking criteria. We offer this service for both newly produced videos (integrated during production) and historical/self-produced content (retroactive SEO uplift).
If you’re ready to invest in the success of your video SEO approach, your Nexus account manager can lay out a customized strategy no matter where you’re starting from.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us about your video SEO and other digital marketing needs.
Wrapping up
In 2025, video SEO is critical for connecting with your target audience. YouTube and Instagram are just as important for brand awareness as they are for search discovery. Proactively creating a video SEO strategy will set you up for success as Google continues to deeply integrate social media and YouTube into its algorithm.
With over 4 billion monthly active users, ChatGPT’s popularity as a generative AI solution has skyrocketed since its release in 2022. AI is not just changing how people use the Internet; it’s reshaping how content teams operate.
“Based on survey data from ~150 content leaders across multiple industries, our research reveals organizations are at varying stages of AI implementation, with most recognizing AI adoption as a top imperative rather than merely a tactical option.”
At Nexus Marketing, we don’t shy away from these industry changes—we embrace them to ensure we’re staying flexible while delivering our clients and partners the high-quality content their brands need to succeed. With that in mind, we’re making some slight adjustments to the ways we talk about and use AI solutions like ChatGPT to support content creation. Primarily, we’ve incorporated AI-enabled writing for off-site content (AKA partner posts).
This article breaks down everything you should know about our approach.
Historical AI Use Cases
Since early 2024, we have used ChatGPT to support these use cases:
Generating content outlines for both partner posts and internal content
Writing meta descriptions and titles
Proofreading copy
Generating story ideas/example scenarios
Brainstorming call-to-action language
Generating FAQs
Sourcing statistics
Generating image ideas (not image creation)
Why are we updating our AI approach?
Leveraging AI tools like ChatGPT more extensively in the content creation process allows us to scale up production while creating even better content.
Therefore, we’ve started incorporating Custom GPT tools into some off-site partner post content.
How Our Custom GPT Solutions Take Your Preferences Into Account
Our custom GPT solutions help create content that aligns with brand preferences for both content contributors and hosts. We give the GPTs access to brand-specific voice and tone information and example content from your web content/blog posts. The GPTs use that information to provide tailored content more specific to your business’s needs than regular ChatGPT.
Then, our writers carefully review and edit any GPT-produced content before incorporating it into the partner post draft. We ensure the content fully aligns with your brand’s preferences, voice, and target audience.
Common FAQs
1. Will this negatively impact my site’s SEO performance?
Google doesn’t penalize content solely because it was AI-written. Here’s exactly what their guidelines say:
“Is AI content against Google Search’s guidelines?
Appropriate use of AI or automation is not against our guidelines. This means that it is not used to generate content primarily to manipulate search rankings, which is against our spam policies.
Why doesn’t Google Search ban AI content?
Automation has long been used in publishing to create useful content. AI can assist with and generate useful content in exciting new ways.
If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”
These research findings are why we are moving toward using more AI-supported content in our writing. In summary:
Google’s guidelines demonstrate that they don’t penalize AI content as a rule—they penalize content meant to manipulate search rankings, or content that is not useful, helpful, original, or reflective of EEAT. Nexus Marketing has never been in the business of writing content like that—we ensure all content is accurate and original, fulfills search intent, and drives business value for our clients and partners.
2. How will you ensure that the content quality remains high and that the content is plagiarism-free?
We have a few safeguards in place to ensure continued high-quality, plagiarism-free content:
Writing process
Writers carefully review any content written by AI to ensure accuracy, relevance to the main topic, and logical flow.
Writers look for common AI cliches, repetitive language, and/or generic content to ensure all writing maintains a human touch.
Writers ensure that content aligns with your brand’s tone and preferences, as expressed in your brand guide or other shared business resources.
We pay for Grammarly Premium to ensure that the content is plagiarism-free and doesn’t appear to have been written by AI.
However, the AI checkers often still say that content resembles AI, even when it is fully human-written. With that in mind, we focus these checks mainly on plagiarism and audit content to ensure natural flow and readability.
We always get the posts to 0% plagiarism.
3. How does this apply to other types of Nexus content?
Our process for SEO-optimized content written for publication on the contributor’s own site (internal content) remains the same. We believe that keyword-optimized articles published on your website benefit most from a strong, unique perspective and original, engaging insights—something our experienced writers excel at, with the help of client-specific preferences and knowledge.
Here is how we use AI in the outlining/planning process for onsite content:
Writers use our custom GPT tools and AI prompts to help generate the outline.
Writers complete the full draft using their own writing and the AI outline as a guide.
Writers run the content through the Grammarly checker, aiming for no plagiarism and less than 10% content resembling AI (for context, sometimes the AI checker still says a post resembles AI content even when it wasn’t written with AI)..
4. Does ChatGPT use data from Custom GPTs to train its models?
ChatGPT does not use data input to custom GPTs to train the base ChatGPT model. Here is how OpenAI explains this:
“By default, we do not use your business data for training our models. If you have explicitly opted in to share your data with us (for example, through our opt-in feedback mechanisms) to improve our services, then we may use the shared data to train our models.
Nexus does not opt in to share data with ChatGPT.
“Your end users can build and share GPTs internally with each other within your workspace. The same commitments we provide for ChatGPT Enterprise, Team, and Edu also apply to your use of GPTs within those workspaces. Note that if your workspace admins enable GPTs to be shareable with the public, any GPTs that your users choose to publish externally may be subject to additional review. Learn more about GPTs.”
Nexus does not enable GPTs to be shared with the public.
Here are a few additional details about how ChatGPT maintains data security:
“OpenAI encrypts all data at rest (AES-256) and in transit between our customers and us and between us and our service providers (TLS 1.2+), and uses strict access controls to limit who can access data. Our security team has an on-call rotation that has 24/7/365 coverage and is paged in case of any potential security incident. We offer a Bug Bounty Program for responsible disclosure of vulnerabilities discovered on our platform and products. Please visit our Trust Portal for more details.”
Have additional questions not covered in this guide? Reach out to your point of contact on the Nexus team—we’re here to help every step of the way to ensure effective use of AI in the content creation process.
https://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.png00Jordanhttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngJordan2025-08-05 20:08:032025-08-05 20:10:12How the Nexus Team Uses AI Enabled Content Solutions
Webinars have evolved from simple online seminars into powerful marketing tools that accomplish much more than filling a virtual room for an hour. When strategically planned, executed, and iterated, webinars guide potential customers through every stage of the sales funnel, all while positioning your brand as an authority in your industry.
In this guide, we’ll explore how webinar content can play a key role in your digital marketing efforts and how repurposing that content extends its reach and impact, helping you turn curious viewers into qualified leads.
A Quick Recap of the Sales Funnel
Before diving into how webinars support each stage, let’s revisit the structure of a typical sales funnel. The funnel includes three main stages:
Top of Funnel (TOFU), Awareness: At this stage, a customer isn’t ready to make a purchase. In fact, they might not even be aware of the solution to their obstacle. When creating content for this stage, you must focus on helping potential customers discover your brand and understand their problems. For example, a blog post about top fundraising event ideas would be considered TOFU content.
Middle of Funnel (MOFU), Interest and Consideration: In the MOFU, customers are aware of their problems and the potential solutions. At this point, they’re collecting more information and considering what options work for their needs. When creating MOFU content, focus on educating the customer. For instance, a video walkthrough of how product fundraisers work is MOFU content.
Bottom of Funnel (BOFU), Conversion or Action: At this point, customers have narrowed their options and are now determining which specific product or service they’re purchasing. For example, a BOFU customer knows they want to host a popcorn fundraiser, which means they want to partner with the right provider. They’re ready to buy and need reassurance or final incentives to choose their solution. Sales sheets, success metrics reports, and product pages are great examples of BOFU content.
As you can see from the examples, each funnel stage requires different types of content and engagement strategies, which is where webinars shine. You can leverage webinar content strategically to move customers through the entirety of the sales funnel, from top to bottom and from awareness to conversion.
Raising Awareness with Educational Webinars
The goal at the top of the sales funnel is simple: get noticed. Webinars focusing on general educational content (such as thought leadership and industry trends) are perfect for attracting an audience still in the research or problem-identification phase.
In particular, webinars that discuss common pain points your clients might be experiencing position your brand as a helpful, credible source. Webinars that follow these topics don’t push products and instead provide value, helping you connect with leads who are interested in learning more.
With proper webinar registration forms, you can gather contact information for potential leads. Add these details to your customer management system (CRM) and invite leads to future webinars that are deeper in the sales funnel. A robust CRM will automatically add this information to your customer database without prompting and enable you to automate future invitations.
Engaging Prospects in the Consideration Stage
Once people know your brand and understand that you’re a leader in your space, your next goal is to keep them engaged with your offerings. At this stage, you want to maintain interest by offering more personalized, actionable insights.
Webinars are especially effective in nurturing leads who are actively evaluating their options. Here are a few types that work well for MOFU prospects:
Workshops, panels, and Q&A sessions led by experts
Deeper dives into solutions to the challenges prospects are facing
Comparisons of different features or vendors
Case studies or client success stories
Live product demos
These webinars educate prospects further on the topic at hand while introducing them to your products and reinforcing your brand’s authority. They also provide a human touch—seeing real experts and users talk about your solution can be far more convincing than reading a brochure.
Driving Conversions with Targeted Webinar Content
In this final stage of the sales funnel, prospects have identified that they need a product or service like your business offers. At this point, they’re evaluating providers and determining which one to choose. That’s why webinars for this funnel stage should highlight what makes your product or service superior or different from your competitors.
To achieve that, create webinar content such as:
Deep-dive walkthroughs of your products
Use case explanations for specific types of customers
Q&As with your business’s product experts
Discussions of the ROI of your offerings
Overviews of your onboarding process
When executed well, webinars can shorten the sales cycle by clarifying the benefits of your offerings, positioning them as better than your competitors, and removing any last-minute hesitation. Even if a lead doesn’t convert immediately after watching your BOFU webinars, you’ve primed them to expect and respond positively to future outreach.
Inspiring Loyalty within Existing Customers
Even after leads have gone through the entire sales funnel and converted, you can still leverage webinar content to inspire their continued loyalty. This is especially important for businesses selling subscription-based software, memberships, or professional services.
Webinars provide a powerful platform for post-sale engagement, helping you deepen relationships with existing customers and encourage continued or repeat business. At this stage, you should focus on creating exclusive content tailored to current clients, such as:
Advanced training sessions
Sneak peeks at upcoming features or products
Customer-only roundtable discussions
“Office hours” with support teams or product experts
Best practices for using your products or services
By offering this content, you show your customers that you appreciate their patronage and are committed to delivering continued value.
Webinars like these also create new touchpoints for dialogue and feedback. They can lead to upsell opportunities for satisfied customers. On the other hand, for customers who may be having issues with your product, you can address common challenges and answer questions to help them get the most from your offerings and feel more confident about their purchase.
How Repurposing Webinar Content Multiplies Its Value
As you know, hosting a webinar can be time-consuming, which leads many businesses to avoid doing so. However, aside from helping you support your sales funnels through the strategies we already discussed, webinars also provide a source of content that you can repurpose.
By reusing this content, you can increase the impact of your webinars with minimal additional effort. Plus, it will be easier for you to continue nurturing your leads and reaching new ones even after your live event is over.
Here are a few ways you can repurpose webinar content:
Webinar replays: Allow people who missed your webinars to access replays. Add a lead capture form that people must fill out to receive the recording, so you can acquire new leads from these resources.
Short-form videos: Identify the most engaging or valuable snippets from your webinars, and create short-form videos from them. These clips can be used as teasers to draw leads toward your webinar replays and to re-emphasize your brand’s authority in the space. You can also share them on social media to boost your brand visibility.
Blog posts: Summarize key takeaways from your webinar in SEO-friendly articles, which can provide long-term search traffic. You can also break down longer webinars into a series of shorter blog posts, each focused on a specific segment or takeaway, showing web visitors that your business has an active online presence.
Infographics: Visualize the main points during your event in a visually appealing graphic. These are easy to share on social media platforms like Facebook, Instagram, and LinkedIn.
eBooks or guides: Convert the slide deck from your webinar into a PDF eBook or guide. Offer this as gated content on your website to generate additional leads.
Using your webinars as the foundation of many different types of content allows you to meet prospects wherever they are, from their inboxes to their social media feeds. This ensures your business stays visible and valuable.
Wrapping Up
Marketers love creating webinar content due to the high-quality leads they generate and the immediate interaction with potential customers. Additionally, customers respond positively to valuable webinar content, as they appreciate the opportunity to explore topics they care about.
When you repurpose your webinar content, you upgrade the value of your webinars for your business. Whether you want to attract customers at the top, middle, or bottom of the sales funnel, webinars can help you do that—if you take the right approach.
If you need expert guidance, Nexus Marketing can help. We offer branded webinar production and marketing as part of our full-funnel demand services. All you need to bring is an idea and the subject matter; we’ll handle the rest. Plus, we offer video production services that can turn your valuable webinar content into short-form videos!
Whether you want to start hosting webinars or improve the payoff of your existing webinar strategy, connect with us to boost your revenue. If you’re an existing Nexus client or partner, please message your Nexus points of contact—we’d love to chat.
https://nexusmarketing.com/wp-content/uploads/2025/06/Webinar-Sales-Funnel_Feature.png6341816Connie Zhanghttps://nexusmarketing.com/wp-content/uploads/2023/05/Nexus-Logo-2.pngConnie Zhang2025-08-05 02:00:362025-09-15 04:55:12How Webinar Content Drives Leads Through the Sales Funnel
The rise of artificial intelligence (AI) has impacted countless industries and everyday activities, including digital marketing and online search. While Nexus has been primarily focused on search engine optimization (SEO), our team has recently added generative search optimization (GEO) into our repertoire to keep our clients at the forefront of current digital marketing trends and further enhance search visibility for client content.
According to Search Engine Land, GEO refers to “the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.”
GEO is similar to SEO in that it focuses on increasing content visibility, enhancing user experience, and building authority. It builds on SEO principles to appeal to generative AI engines that prioritize contextual relevance and the connections between a brand entity and its content.
A crucial element of GEO is schema markup, which helps generative AI better understand client content. If your Nexus engagement includes GEO or your business is curious about investing in GEO, you may wonder what exactly schema markup is and how our team handles it behind the scenes. Let’s explore schema markup and the Nexus approach to this vital part of the GEO process.
What Is Schema Markup?
Schema markup refers to structured data that helps generative AI better understand client content and display extra details in search results. By creating and implementing this code on client websites, we can help our clients earn:
Improvements in search visibility. Schema markup helps Google create richer search results that often appear at the top of search engine results pages, leading to increased search visibility.
Increases in click-through rate (CTR). When Google shows your content near the top of the page in an engaging way, users are more likely to click through to your website.
Enhancements in user experience. Schema markup helps users quickly learn more about your content and business and easily decide whether to dig deeper.
What Are the Types of Schema Markup the Nexus Team Works With?
The Nexus team works with the following types of schema markup to enhance client content:
Organization
Organization schema helps Google better understand a client’s administrative details and connect content to the organization as a whole. We typically add organization schema to a client’s home page and about page, but it is also sometimes nested within other schemas that are automatically generated by plugins like Yoast.
Example Organization Schema Markup
<script type=”application/ld+json”> { “@context”: “https://schema.org”, “@type”: “Organization”, “name”: “Insert Business Name Here“, “url”: “Insert Website Link Here“, “logo”: “Insert Logo Link Here“, “sameAs”: [ Insert Social Media Links Here“ ] } </script>
Product
Product schema provides Google with more information about a client’s products to enrich search results. Available fields may include price, availability, review ratings, and shipping information. We add product schema to relevant product pages.
If your content includes a Q&A format, FAQ schema can help Google better understand this content and display it in rich search results. We add FAQ schema to any blog or product pages that have Q&As.
Video schema makes it easier for Google to find, understand, and display your video content. Search results may show details like the video description, thumbnail URL, upload date, and duration. We add video schema to clients’ most important blog or product pages with videos.
Person schema helps Google better conceptualize the people who work at and contribute content to your business. We add person schema to author bio pages so Google connects client authors with their brand, industry, and content expertise.
Example Person Schema Markup
<script type=”application/ld+json”> { “@context”: “https://schema.org/”, “@type”: “Person”, “name”: “Insert Name Here“, “url”: “Insert Page URL Here“, “image”: “Insert Image Link Here“, “sameAs”: “Insert Social Media Links Here“, “jobTitle”: “Insert Job Title Here“, “worksFor”: { “@type”: “Organization”, “name”: “Insert Business Name Here“ } } </script>
Article/Blog/Report Schema
Article, blog, and report schema mark pages as their correct content types, helping Google to better understand the content and show relevant title text, images, and date information in search results. We add this type of schema to blog articles and downloadable resources.
Working directly through the CMS. Some schema types can be configured directly from your CMS, particularly if you use Yoast SEO Premium. Here, you can add basic organization and article, blog, or report schema across your site. Systems like WordPress also allow you to create author schema by updating user profiles in the backend with information like their LinkedIn profiles and job titles.
Using schema-specific tools. For other types of schema or clients working with other content management systems, we create schema using schema-specific tools like this Schema Markup Generator. This tool allows you to choose the type of schema you’d like to create, fill in the required fields, and copy and paste the finished product.
Leveraging ChatGPT. More complex schema scenarios often require working with ChatGPT. For example, ChatGPT can be helpful in adding additional fields to schema generated by Yoast or Schema Markup Generator to enrich what’s already there.
How Does the Nexus Team Implement Schema Markup?
The implementation process depends on your CMS, the type of schema your content needs, and whether we’re adding schema to an individual page or across multiple pages. Even among clients with the same CMS, we might have to take a different approach depending on your exact plugins and theme.
Implementing sitewide schema usually involves installing plugins or altering theme templates. Don’t worry, though! The plugins we use are safe, and if anything goes wrong when editing the templates, they’re easy to revert.
Since the majority of our clients use HubSpot or WordPress as their CMS, we typically work with those platforms. In HubSpot, individual page schema goes in the Head HTML section under “Additional Code Snippets,” which is in Advanced Settings; the process is simple.
Let’s walk through an example of implementing individual page schema on the Nexus blog, which uses WordPress. We’ll add FAQ schema to this blog post about the differences between GEO and SEO:
1. Navigate to the post and click on “Edit Post” in the upper left corner.
2. Click “Screen Options” in the upper right corner.
3. Make sure “Custom Fields” is toggled on.
4. Scroll to the bottom where it says “Add Custom Field” and click “Enter new.”
5. Create a field called “schema” and paste your schema markup code.
6. Download and activate the Code Snippets plugin.
7. Create a new snippet called “Output Custom Schema Markup,” add the appropriate code as shown below, and activate it.
This step automatically inserts schema within the custom field at the head of the page so it runs correctly. It also adds the script type so you don’t have to include it when adding schema to each individual page.
8. Check the results with Schema Markup Validator or Google Search Console’s Rich Results Test.
Again, this process differs significantly based on your CMS, the type of schema your content needs, and where we’re adding schema. The Nexus team will assess these considerations before proceeding to ensure our approach aligns with your needs.
How Does the Nexus Team Troubleshoot Schema Markup Issues?
When we first embarked on the schema markup process, most of our troubleshooting involved working with ChatGPT to identify and rectify any issues. We used specific prompts like “How can I add video schema to an individual page in WordPress built on WPEngine?” and “I added schema to the custom field on a blog post generated using Elementor on WordPress, but it’s not working. What could be wrong?” to gain actionable guidance.
While we still use ChatGPT to work through issues, the team has gained more experience with schema, our knowledge has grown, and we can now more quickly pinpoint and solve schema problems. We’ve compiled a checklist of common issues to check for, which ranges from putting schema in the correct place to wrapping schema code correctly to giving the schema validators enough time to work properly.
As we encounter and solve new problems, we update our internal schema resources to share this knowledge with the rest of the team.
Partnering with Nexus for Schema Markup Creation and Implementation
We hope this behind-the-scenes look at schema markup creation and implementation helped you better understand how the process works and how our team enables it within your CMS. As you can see, creating and implementing schema markup is a complex, multi-step process, which is why our GEO experts at Nexus handle this process for our clients so you don’t have to worry about it.
If you haven’t invested in GEO yet and are interested in starting the process, talk to your Account Manager about assessing your AI readiness and the appropriate next steps.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us a bit about your digital marketing needs.
Nexus Updates: Multimedia Content Campaigns & Design Services
/in How We Work/by David MyersCurious how multimedia content campaigns and design services from Nexus Marketing can support your brand?
Our services are designed to help you sustain that impact, strengthen your brand, and win more business without draining your team’s time and resources.
This guide provides a quick overview of our design services and what you can expect when you partner with the Nexus team.
Quick context
Our content, design, and branding services are offered in addition to any existing SEO, GEO, and/or HubSpot work with Nexus Marketing.
If you’ve already worked with Nexus for “Full-Funnel” design work (our previous iteration of this service), you’re likely familiar with the range of content and design collateral we can create.
Our updated packages now provide greater structure and repeatability, helping you build a truly valuable and cohesive content library rather than one-off solutions. Nexus Marketing also brings true sector expertise — we’re the leading agency serving mission-driven brands. We understand your audience and what they’re looking for when making buying decisions.
Layer our years of experience onto a scalable multimedia campaign structure, and you can build a true lead generation engine that speaks to your audience and drives results for your brand.
If you have any questions or want customized recommendations, please reach out to your Nexus account team or explore our design service overview page.
Our design services
We offer three ways to tap into our updated design services:
1. Content and design retainers
While one-off design efforts address your immediate needs, our strategic design packages are curated to build sustained momentum and drive long-term value.
How these packages work:
These packages can also be expanded with additional design support hours to meet your changing needs.
Learn more about content and design retainers here.
2. Ongoing design support
These services function like our existing approach, providing targeted design support for campaigns and assets such as webinar kits, sales enablement collateral, and video production. These hours can be swapped into an existing Nexus engagement or added as a dedicated expansion.
With this service, Nexus operates as a dedicated, on-demand creative resource, saving you time and upping the visual quality of your visual materials.
3. Brand identity and strategy
Brand identity is the foundation of the impression your business makes on potential customers.
Whether you’re looking to refine an existing look or build a new identity from the ground up, the Nexus team can provide strategy development and visual design tailored to your unique goals. Our branding services range from foundational brand refreshes—focusing on core elements like logos and color palettes—to comprehensive identity systems that define your brand’s voice, positioning, and visual language.
Learn more about our branding services here.
Example design deliverables
Check out this collection of sample design deliverables we’ve produced:
Technical resource for a localized education audience
Boosts credibility, provides value, and reinforces brand
Branded sales deck
Makes a stellar impression, easily templatized for future use
Quick sales enablement graphic
Easily shared with prospects to offer support and build buy-in
Niche educational resource
Serves as true thought leadership for the brand while capturing leads
Educational how-to guide
Evergreen, high-value content for lead capture
Refreshed brand guidelines
Updated brand assets and comprehensive style guidelines to ensure consistency and impact
Check out more examples of our graphic design work in our portfolio.
Partnering with Nexus for design services
To support your brand’s unique needs, we provide flexible solutions ranging from monthly content engines and on-demand design support to strategic branding.
Take your brand’s design pulse
To help clients quickly gauge where they stand with multimedia content and design, we’ve developed a quick scorecard. This tool audits your brand’s:
Want your score?
Reach out to your Nexus account team to schedule a quick design audit. We can walk through the results and lay out some preliminary recommendations for how to strengthen your brand’s visual presence.
Ready to learn more about how our expanded design capabilities can support your brand? Learn more about our services and let us know if you have any questions.
If you’re already a Nexus client, contact your Account Manager to learn more and discuss your options. If you’re not yet a Nexus client, contact us for a custom consultation.
Nexus Updates: RevOps-Aligned HubSpot Enhancement and Implementation Services
/in How We Work/by David MyersWe’re excited to provide an overview of our offering for existing and new clients: HubSpot enhancement, implementation, and onboarding support.
As an official HubSpot Solutions Partner, we take a RevOps-driven approach to transforming how your business uses this powerful platform to drive impact and close deals.
Whether you’re deploying HubSpot for the first time or optimizing an existing setup, Nexus ensures full CRM alignment, marketing automation, and lead generation optimization tailored to your unique mission-driven market.
Quick context
HubSpot services are offered in addition to and separately from your existing SEO, GEO, and/or design engagements with Nexus Marketing.
If your business uses HubSpot or is considering a CRM switch, contact your account team or reach out to learn more about how we can help.
We’re the leading agency for brands selling to the mission-driven space. Our years of experience speaking to these audiences give you a leading edge when developing buyer personas, building sales workflows, scoring leads, and more.
Our take: Why HubSpot implementation needs a RevOps approach
HubSpot is powerful—but even advanced marketing automation platforms underperform without team and process alignment.
RevOps, or Revenue Operations, aligns marketing, sales, and service teams around shared revenue goals. In HubSpot, it ensures data-driven lead management, automation, and reporting, making your CRM a true revenue engine.
By combining HubSpot implementation with RevOps practices and our deep mission-driven knowledge, Nexus helps businesses:
What to expect from HubSpot implementation by Nexus
Our standard HubSpot implementation services include a comprehensive range of one-time and ongoing activities designed to help you start generating an ROI as fast as possible.
Highlights include:
1. CRM & workflow setup
2. Data-driven Rev-Ops alignment
3. Automated marketing & lead nurturing
4. Team training & enablement
5. Seamless integrations
For more details on specific deliverables and activities, please explore our HubSpot service overview page or contact your Nexus account team.
Why invest in your HubSpot instance?
HubSpot can be a transformative platform for businesses when well-configured and used with best practices in mind. A fine-tuned HubSpot instance can:
But even beyond these strategic benefits, consider the time saved by a well-running CRM. Clunky systems that aren’t used consistently by all teams or that are missing key workflow setups or integrations can easily waste more time than they free. Not to mention, software licenses get costly fast when they don’t generate an appropriate ROI. HubSpot should empower your business to drive impact and close more deals.
Why partner with Nexus Marketing, specifically, for HubSpot implementation? A few reasons:
Take your brand’s RevOps pulse
To help clients quickly gauge where they stand with HubSpot and RevOps optimization, we’ve developed a quick scorecard. This tool audits your brand’s:
Want your score?
Reach out to your Nexus account team to schedule a HubSpot pulse check. We’ll walk through a quick questionnaire to learn more about how you currently use HubSpot and where you could improve to drive greater impact.
If we already have access to your brand’s HubSpot instance, we can also look directly under the hood and report back with our findings and recommendations.
FAQs about our HubSpot services
Let’s get started
Ready to turn HubSpot into a true revenue engine for your business? Learn more about our HubSpot implementation services here.
If you’re already a Nexus client, please contact your Account Manager for more information. If you don’t yet work with Nexus Marketing, please contact us to set up a consultation.
Beyond Text: Why We’re Using Multimedia to Demonstrate EEAT
/in How We Work/by JordanIn today’s digital landscape, lengthy articles consisting mostly of text are no longer enough to ensure your brand stands out online.
As a team of content creators focused on driving leads for mission-driven clients, we’ve seen the bar for “high-quality content” rise dramatically. Focusing on keywords and word count alone won’t help you reach your goals. Instead, you must actively consider how to boost engagement, improve user experience, and—most importantly—prove E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
At the same time, Generative AI hasn’t only changed how we write, but it has also altered how search engines process and interpret content. To succeed in the new era of Generative Engine Optimization (GEO), content must be multimodal, dynamic, and genuinely helpful.
That’s why our content team at Nexus has adopted a new strategy: using Canva AI to rapidly create and embed interactive multimedia content elements directly into our client blogs.
This post explores the “why” behind this strategic shift and details “how” we’re doing it.
The “Why”: Content as an Experience, Not Just a Page
We chose to lean into interactive multimedia content for four specific, data-backed reasons.
1. To Skyrocket Engagement and Conversions
Static content is passive. Interactive content encourages active engagement, and the data proves it:
For our clients, engagement isn’t just a vanity metric. It’s a direct line to a high-quality lead. When a user completes a quiz or calculator, they receive immediate, concrete value. This value exchange makes them far more likely to convert. In fact, 40.1% of users who start a quiz will input their information to become a lead.
2. To Demonstrate E-E-A-T
Anyone can claim expertise. Interactive content shows it.
A blog post that claims, “We are fundraising experts,” is weak. But a blog post that features an interactive calculator showing a nonprofit how much they could raise with a new strategy? That demonstrates direct, verifiable experience.
An interactive timeline, a detailed infographic, or a how-to video demonstrates firsthand expertise in a way plain text simply cannot. It gives potential clients a taste of the value they can expect when they choose to work with your organization.
3. To “Feed” the Generative AI Engine (GEO)
This is perhaps the most critical reason for our shift. Generative AI models, such as those powering Google’s AI Overviews, are designed to be multimodal. They actively look for videos, images, charts, and data from interactive tools to synthesize their answers.
If your content is just text, it’s effectively invisible to the parts of the AI that are looking for rich media to feature.
By embedding data-rich infographics, charts, and video clips, we provide AI models with structured, verifiable data to cite, making our clients the source of truth for their industry.
4. To Answer Complex, Conversational Queries
The future of search is Generative Engine Optimization (GEO), which focuses on answering long-tail, context-rich questions (e.g., “What’s the best fundraising consultant for a small nonprofit in Atlanta?”).
A simple blog post may struggle to provide a comprehensive answer to this. But imagine a page that features:
This multimedia-rich page provides a comprehensive, structured answer that the AI can confidently draw from, positioning our client as the definitive resource.
The “How”: The Nexus Approach to Canva AI
To achieve these goals, our team needed a tool that was powerful, fast, and—above all—flexible. We chose Canva AI.
While other AI tools are great, Canva’s all-in-one platform allows our content creators (not just designers) to quickly build assets that are perfectly branded for each client. This ability to create truly custom, on-brand assets at scale is a game-changer.
We don’t just “use” Canva AI; we have a specific workflow to ensure every element is effective, on-brand, and technically sound.
How We Leverage Canva AI in 7 Steps
Our Top Best Practices for Canva AI Implementation
Creating the element is just the first step. Integrating it successfully requires a combination of technical and strategic approaches. Here’s how we fully optimize multimedia content to serve the needs of both users and LLMs:
Real Examples of Multimedia Content Driving Engagement
So, what do these interactive elements look like in practice? Check out a few examples of how we leverage Canva AI to make online content more engaging:
A quiz to help dance businesses determine whether they’re reading for automation:
An interactive fundraising strategy template to help nonprofits develop a customized plan:
A checklist to help charitable organizations prepare for an audit:
As you can see, we’re not focusing on providing just one type of multimedia experience—we’re taking a comprehensive approach to ensure that clients’ content features the type of interactivity that truly enhances user experience and drives leads.
Is Your Content Ready for the AI-First World?
If your blog is still just text on a page, you’re missing out on engagement, leads, and visibility in the new generative AI landscape.
Contact Nexus Marketing today for help building your multimedia strategy. We’re now offering a comprehensive Canva AI audit and multimedia creation service to help you transform your static content into an interactive, lead-generating asset.
We‘ll identify 8-10 pieces of content on your website that will benefit most from this interactive content and develop a custom plan for creating, implementing, and monitoring the success of these new multimedia elements.
Your Content Needs to Be an Experience
The bar for content has been raised. Success in 2026 and beyond requires a shift in thinking—from “words on a page” to “experiences on a screen.”
By integrating multimedia and interactive elements with Canva AI, we not only improve engagement but also future-proof our clients’ content. We are demonstrating their E-E-A-T, feeding the GEO engine, and providing the comprehensive answers that both users and AI are searching for.
What Can You Expect from the Nexus Webinar Process?
/in Common Questions/by David MyersIf you’ve just kicked off a new webinar program with Nexus, you may have a few questions.
This resource walks through what you can expect from the process, including who’s responsible for what, our recommendations for success, and an overview of a standard webinar timeline.
Webinar Kickoff
During your webinar kickoff meeting, we’ll align on key event details.
It’s helpful for you to consider these in advance so that the meeting can be as productive as possible. However, we’ll also provide recommendations and can chat through your options during the call if needed.
Here’s what we’ll aim to determine during your kickoff:
During the call, we’ll provide available dates to choose from, initial audience segmentation recommendations, and topic suggestions (if needed).
What’s Needed From You Post-Kickoff
After the kickoff meeting, we’ll ask you to:
Using the event details, bio, and headshot, our team will have what we need to produce emails and promote the event. We’ll reach out closer to the event to ask for a copy of your presentation.
During the event, your team will need to:
After the event, you’ll then:
What We’ll Handle
After the kickoff call and once we’ve confirmed key details, we’ll then handle these steps:
During the event, our team will:
After the event, we’ll:
Our Recommendations
As you begin thinking about the details of your upcoming webinar, we have a few suggestions that will help ensure it runs smoothly and generates the value you need:
The Webinar Timeline at a Glance
Here’s a general standard timeline for a Nexus webinar. Depending on the date of your webinar and other factors, your own timeline may vary, but we’ll fully align on what to expect prior to beginning work.
The entire webinar process generally takes 4 weeks, including preparation and promotions.
During Week 0, we’ll kick off your event by aligning on details and handling the prepwork. Starting now, we ask that you begin developing your webinar content.
Over the next three weeks, we’ll actively promote your webinar, monitor registrations, and keep you updated. We’ll plan to send promotional emails to your audience segment in three core blasts, but we may add additional email blasts as needed if we find that registration numbers are lagging. We’ll also notify you if we find that we need to adjust your event’s title to successfully convert more registrants.
Please don’t hesitate to contact your Nexus Marketing account team if you have any questions about the webinar process before or during your next project.
We look forward to making your next digital event your best yet!
Google Search Live is Here. Is Your SEO Strategy Ready?
/in Client & Industry Resources/by Alden RodgersIn its early days, SEO was a game of keywords and link-building. Today, that’s not the end of the SEO story since artificial intelligence (AI) has radically transformed organic search. Google’s transition toward AI-driven results has fundamentally changed the way people interact with the search engine. Most recently, its newest AI mode feature, Search Live, has reimagined the way people interact with Google.
For anyone who cares about where their webpages land on search engine results pages (SERPs), you may be wondering what this means for your SEO efforts. In short, Google Search Live doesn’t take away SERP real estate—it just presents a new way to obtain it.
We wanted to break down the basics of Google’s newest development so you could see how it works and what implications it has on your SEO strategies moving forward. Here’s what we’ll cover:
What is Google Search Live?
Google Search Live is a real-time, conversational interface that allows users to conduct searches through voice prompts and live camera feeds. This new feature was integrated into the Google app on Android and iOS in September 2025.
Searchers can verbally ask Google a question and receive an AI-generated audio response. From there, users can click on links generated by the Search Live feature to learn more, or can view the transcript of their conversation with the AI tool.
On the backend, Google Search Live is built upon an advanced “query fan-out” technique. Google’s Vice President of Product, Robby Stein, explained it like this in a post on X (formerly Twitter):
In other words, Search Live does more than just process a single query when a user asks a question—it explores a multitude of angles and nuances of the user’s intent. Then, the system synthesizes its findings into a concise, easy-to-understand audio answer.
Furthermore, Search Live leverages contextual understanding to refine its responses. If a user follows up with a related question, the AI remembers the previous conversation, building upon the existing context rather than starting from scratch. This allows for a more natural and fluid conversational experience, mimicking how humans interact.
The integration with live camera feeds also adds a visual layer to this contextual understanding, allowing the AI to interpret visual cues and incorporate them into its search process, particularly for object identification or scene analysis.
The Major Differences
There are a few obvious differences between traditional search and Google’s newest feature, starting with Search Live’s mobile-only application. Google Search Live is exclusive to the Google app on iOS or Android devices, meaning the feature is strictly for mobile users (who account for 63% of Google searches in the U.S.).
The functionality also changes the way users interact with Google, and the responses they can expect to get in return:
For example, let’s say someone wants to learn about graphic design for nonprofits. Using traditional search capabilities, they type something like “nonprofit graphic design services” and scroll through the results that appear.
With Google Search Live, the same search might look something like this: A user opens the Google app and asks, “How can I design a fundraising flyer for my nonprofit?” or “What’s the easiest way to design social media graphics for nonprofit marketing?”
In turn, Google’s AI uses contextual understanding to recommend online tools, professional graphic designers, and other resources that answer the user’s question.
How Does Google Search Live Affect SEO?
Insert yourself into the above example. The question is, how do you make sure Google references your website when formulating its response?
There are multiple ways to incorporate Google Search Live into your SEO strategy:
An SEO strategy that implements these approaches improves your content’s chances of being cited by Google’s Search Live tool and ranking highly on traditional SERPs. You don’t have to reinvent the wheel to get Google to pick up your content—view this new tool as an opportunity to build upon your existing efforts and make your content more well-rounded overall.
Partnering With Nexus to Maintain (or Boost!) SEO Rankings
The world of search is changing big time with Google Search Live, and it’ll take more than just a few tweaks to keep up. You need a partner who really gets the delicate balance between classic technical SEO and the exciting new world of Generative Engine Optimization (GEO).
The Nexus team knows all about establishing your brand’s authority among people and the AI systems that are now driving search. Our complete plan for helping you succeed is built on a few key ideas:
While Google’s latest developments are always on our radar, we offer a full range of services to help increase your brand’s visibility. Whether you’re looking for SEO and GEO support, digital marketing, or lead generation services, the Nexus team knows how to optimize your online presence for maximum results.
How to Track Success with AI Visibility and Search
/in Client & Industry Resources/by Connie ZhangAs generative AI continues to reshape how people search, such as through Google’s AI Overviews, businesses must rethink how they track success in organic visibility. Traditional SEO metrics like rankings and traffic are still important, but they no longer paint the full picture. The shift to using AI-driven tools (like ChatGPT) that serve content in response to queries without the need for a click calls for new ways of measuring visibility, influence, and engagement.
In this post, we’ll explore how you can track AI visibility, what metrics matter most, and how to align your digital strategy with the evolving nature of search. It’s clear that AI is here to stay, so your business should be prepared to adjust its strategies and future-proof its marketing.
Understand the New Landscape of AI Search
AI-driven search is fundamentally different from traditional search engine results pages (SERPs). Instead of displaying a list of links to top-ranking content, generative AI platforms often summarize content, pulling in information from multiple sources to provide an immediate answer to user queries.
Because of this, the way search is conducted has changed as well. With the rise of new AI search tools, including Google AI Mode, users are more likely to frame their queries as full questions or natural conversations rather than keyword strings. In turn, they expect personalized results. Searchers may even engage with AI suggestions or follow-up questions within the same session.
Learn more about the difference between generative engine optimization (GEO) and SEO in our comprehensive guide!
How AI Impacts Traditional Search Metrics
AI integration into search experiences is reshaping how users interact with results, which in turn affects the metrics previously used to track organic search success. Here are a few metrics that are impacted:
Understanding these changes is key to interpreting SEO performance accurately and setting realistic expectations for organic success. However, fluctuations in these numbers don’t mean that these metrics aren’t worth tracking anymore or that you need to panic if you see any downward movement. The goal is to stay educated on how AI impacts your metrics and adjust your expectations accordingly.
Update Your Metrics to Reflect AI Engagement
On top of understanding how AI impacts existing SEO metrics, you should also begin tracking new metrics that reflect your brand’s visibility and influence in AI-powered search. Marketers need to consider new indicators, such as:
Google is also beginning to support the shift toward AI-driven metrics. In June 2025, it began including sites appearing in AI features (such as AI Overviews and AI Mode) in overall search traffic in Google Search Console. Although still in its early stages, this feature signals that Google recognizes the need for greater transparency in how AI tools shape traffic.
Over time, emerging tools will offer solutions to track AI-centric metrics more effectively, helping marketers stay ahead of the curve. For instance, Semrush now offers an AI toolkit that analyzes how LLMs feature your brand and compares how different AI platforms present your products.
For now, simply stay aware of these metrics to better understand how your content is performing.
Optimize Content for AI Tools, Not Just Search Engines
To increase the likelihood of your content getting cited by AI, it’s crucial to structure and present information in a way these tools can easily understand and reference. AI systems don’t evaluate and learn from content the way humans do. Instead, they rely on structure, clarity, and semantic cues to determine which sources to use and deliver to their users.
Here are three key considerations for optimizing your content for AI:
If your content is ambiguous, lacks context, or isn’t properly formatted, AI tools may have a difficult time understanding it, which results in your content being overlooked.
Keep in mind that all of these best practices align with well-known SEO best practices as well. Emphasizing clarity and relevance isn’t just a best practice for AI; it also allows web visitors to more easily understand and find value in your content. Incorporating a clear structure makes it easy for search engine crawlers to crawl and index your content. This means that following these best practices won’t jeopardize your SEO strategy—they’re actually likely to improve your SEO performance!
Next Steps: Adjust as the Landscape Evolves
AI visibility is already redefining success in organic search. While the metrics are changing, the core strategy remains the same: create high-quality, useful, and trustworthy content.
However, AI and search technology are evolving rapidly. To stay competitive, adopt a mindset of continuous improvement and adjustment. Conduct regular audits to understand how your content appears in AI tools, test different content formats, and subscribe to newsletters (like ours!) that feature industry updates on AI.
Here at Nexus Marketing, we’re constantly evolving our offerings to address new trends in the SEO marketing landscape. If you want to boost AI visibility and get your content featured by AI tools, we provide the following services:
If you want to learn about how to increase brand visibility within new AI tools and SERP features and discuss how to leverage them to your advantage, work with Nexus Marketing. Contact us to learn more about our full range of AI visibility, digital marketing, SEO, GEO, and lead generation services.
And if you’re a Nexus client or partner, please contact your Nexus points of contact—we’d love to chat about how we can take your AI strategy to the next level.
Video SEO: Optimize YouTube & Instagram Content for Search
/in Client & Industry Resources/by JordanVideo creation and promotion have always played a key role in search engine optimization (SEO), but in 2025, they’re no longer just important—they’re essential. Search behaviors are shifting, and platforms built on video have become the new gateways to discovery.
Instagram recently partnered with Google to allow the search engine giant to index Instagram content from businesses and individual creator accounts. Meanwhile, YouTube is the world’s second-largest search engine after Google, with over 2.5 billion monthly active users.
The takeaway is clear: prioritizing YouTube and Instagram in your SEO strategy is no longer optional. If you want your brand to stand out, compete, and capture attention in search-driven environments, video SEO must be at the core of your approach.
This guide and strategy playbook will help you optimize your YouTube and Instagram content for discoverability, engagement, and conversions. We’ll cover:
Why Video SEO Matters in 2025
What’s the response you always hear after asking someone a question they don’t know the answer to? “Google it.”
But in 2025, the search landscape isn’t so straightforward anymore. Platforms like TikTok, Instagram, and YouTube are rising up to compete with traditional search tools. These platforms have gone beyond providing entertainment to providing the answers to questions that today’s searchers want to know.
“What are spring fashion trends for 2026?” and “What were the highlights from the recent gubernatorial debate?” are both questions that can just as easily be answered via YouTube, TikTok, or Instagram as they can on Google.
What’s causing this new trend? For one, younger audiences use social media as their primary search tool. 41% of Gen Z prefer to discover new products on social media via short-form video.
Plus, video content is useful for helping searchers find products they’re interested in. According to Bazaarvoice’s Shopper Experience Index, 53% of consumers use YouTube and 41% use Instagram for product discovery and research. Wyzowl found that 87% of people have been convinced to buy a product or service by watching a video.
Additionally, videos are highly visible in Google AI Overviews. According to data from BrightEdge/GoDataFeed:
These trends highlight the importance of incorporating video SEO best practices into your overall SEO and social media marketing strategies.
How Video SEO Works
You might be thinking: “My business already has an SEO strategy. We include high-value videos in our content when it makes sense. Do we really need a separate strategy just for video SEO?”
It’s true—many of the tactics that help blog posts and web pages rank can also give your videos a lift in search or on social platforms. However, a dedicated video SEO strategy ensures your content isn’t just visible, but fully optimized to drive engagement and reach new audiences across multiple channels.
Let’s examine how people actually discover your video content, whether they’re searching on social media platforms or using Google.
YouTube Search Ranking Factors
Google has owned YouTube since 2006, so many elements that help YouTube videos perform well also boost Google search performance. However, there are some key distinctions to keep in mind when it comes to YouTube search rankings.
The YouTube algorithm prioritizes these elements when ranking videos:
Metadata
Your video metadata, such as titles, descriptions, and tags, should contain relevant keywords based on the video’s content. For example, take a look at this video from Double the Donation. It’s optimized for the keyword “matching gift challenges.”
The video includes a brief, optimized title that includes the main keyword:
The description also includes the keyword “matching gift challenges.” It’s not too long, but it includes crucial additional information about the Double the Donation brand.
Engagement signals
YouTube is more likely to showcase videos that receive higher audience engagement, measured by data such as watch time, click-through rates, likes, comments, and shares.
Video structure and closed captions/transcripts
Using features such as Chapters, captions, and transcripts helps enhance both accessibility and indexing.
➡️Here’s the bottom line: YouTube SEO is about aligning metadata with user intent and maximizing engagement signals.
Instagram Search Ranking Factors
Because Instagram posts, Reels, and videos are now indexed by Google, you can use content shared to this platform to extend your reach to new audiences (beyond your existing followers).
On-platform factors that can help improve search ranking include:
➡️Here’s the bottom line: Instagram videos now contribute to Google Search visibility, making optimized captions, hashtags, and alt text even more important.
How Google ties everything together
YouTube and Instagram videos can appear on Google’s search results pages in multiple ways:
➡️Here’s the bottom line: Google is pulling videos from everywhere—especially YouTube and now Instagram—to satisfy users’ demand for visual, quick, and engaging answers.
Preparing Your Video SEO Strategy
1. Conduct Keyword Research
Keywords perform a similar function in video SEO as they do in any SEO strategy. They help ensure your video content gets discovered by a wider audience.
Focus on long-tail keywords for niche discovery. These keywords are often easier to get traffic for because there isn’t as much competition from other brands. Plus, you can use these keywords to capture the attention of more qualified audiences.
For example, if you run a nonprofit consulting business with a local focus, you’ll likely generate better leads by targeting a keyword like “nonprofit consulting for healthcare organizations in [your city]” rather than a broad term such as “nonprofit consulting firms.” The more specific phrase may bring in fewer searches overall, but the people who find you will be far more aligned with your services.
2. Create High-Quality Videos that People Want to Watch
When it comes to video SEO, keyword optimization will only take you so far. Your videos have to be engaging, informative, and watchable. Focus on quality content over quantity of videos.
Keep these key considerations in mind when planning out your video content:
Your videos don’t have to be scripted, but they should be polished. For example, a video clip from a webinar wouldn’t be scripted, but it should have a professional feel, with good lighting and straightforward points shared by the speaker.
If you’re not sure where to start when it comes to filming, editing, and posting high-quality videos, the experts at Nexus Marketing are here to help. We can help you build a portfolio of high-quality videos to support your SEO and brand strategy and amplify your reach. Work with us to create explainer, product, demo, and SEO-support videos.
3. Measure Success
Use tools such as YouTube Analytics, Instagram Insights, and Google Search Console to monitor your video results and identify high and low-performing videos. Track key metricssuch as:
Run frequent metrics reports to keep track of video engagement patterns. Note which videos perform well and which aren’t as popular to maximize what’s working and adjust what isn’t.
How to Optimize YouTube and Instagram Videos for Search
Take your video SEO strategy beyond the basics by using these optimization checklists to ensure you’re following best practices for each platform.
YouTube SEO Best Practices Checklist
✅Compelling, keyword-driven titles.
✅ Brief, keyword-rich video descriptions (200 characters or fewer are ideal).
✅ Accurate tags and categories to support a better user experience.
✅ Customized, branded thumbnails that convey the essence of your video.
✅ Accurate subtitles or transcripts to support both accessibility and search visibility.
✅ Playlists to organize your videos by theme.
✅ Chapters to divide longer videos by key themes.
✅ An interactive engagement strategy that makes use of calls-to-action (CTAs), comments, likes, and the community tab.
Instagram SEO Best Practices Checklist
✅ Engaging captions with clear keyword placement and engaging storytelling.
✅ A balance of broad and niche hashtags to achieve max visibility while avoiding looking spammy.
✅ Descriptive alt text with keywords included.
✅ Branded, clickable thumbnails/video covers.
✅ Reels-specific optimizations, such as using trending audios or memes.
How Nexus Marketing Supports Video SEO
Here at Nexus, we offer more than just video creation services. We can fully integrate client videos into search-optimized distribution channels, including YouTube and Instagram, to maximize visibility and discovery.
We offer upload kits to clients that include the following optimized video elements:
With these elements, you can create an intentional video SEO strategy based on core ranking criteria. We offer this service for both newly produced videos (integrated during production) and historical/self-produced content (retroactive SEO uplift).
If you’re ready to invest in the success of your video SEO approach, your Nexus account manager can lay out a customized strategy no matter where you’re starting from.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us about your video SEO and other digital marketing needs.
Wrapping up
In 2025, video SEO is critical for connecting with your target audience. YouTube and Instagram are just as important for brand awareness as they are for search discovery. Proactively creating a video SEO strategy will set you up for success as Google continues to deeply integrate social media and YouTube into its algorithm.
How the Nexus Team Uses AI Enabled Content Solutions
/in Common Questions/by JordanWith over 4 billion monthly active users, ChatGPT’s popularity as a generative AI solution has skyrocketed since its release in 2022. AI is not just changing how people use the Internet; it’s reshaping how content teams operate.
According to AirOps:
At Nexus Marketing, we don’t shy away from these industry changes—we embrace them to ensure we’re staying flexible while delivering our clients and partners the high-quality content their brands need to succeed. With that in mind, we’re making some slight adjustments to the ways we talk about and use AI solutions like ChatGPT to support content creation. Primarily, we’ve incorporated AI-enabled writing for off-site content (AKA partner posts).
This article breaks down everything you should know about our approach.
Historical AI Use Cases
Since early 2024, we have used ChatGPT to support these use cases:
Why are we updating our AI approach?
Leveraging AI tools like ChatGPT more extensively in the content creation process allows us to scale up production while creating even better content.
Therefore, we’ve started incorporating Custom GPT tools into some off-site partner post content.
How Our Custom GPT Solutions Take Your Preferences Into Account
Our custom GPT solutions help create content that aligns with brand preferences for both content contributors and hosts. We give the GPTs access to brand-specific voice and tone information and example content from your web content/blog posts. The GPTs use that information to provide tailored content more specific to your business’s needs than regular ChatGPT.
Then, our writers carefully review and edit any GPT-produced content before incorporating it into the partner post draft. We ensure the content fully aligns with your brand’s preferences, voice, and target audience.
Common FAQs
1. Will this negatively impact my site’s SEO performance?
Google doesn’t penalize content solely because it was AI-written. Here’s exactly what their guidelines say:
These research findings are why we are moving toward using more AI-supported content in our writing. In summary:
2. How will you ensure that the content quality remains high and that the content is plagiarism-free?
We have a few safeguards in place to ensure continued high-quality, plagiarism-free content:
Writing process
AI and plagiarism checkers
Writers run their completed content through Grammarly’s plagiarism and AI detection tool:
3. How does this apply to other types of Nexus content?
Our process for SEO-optimized content written for publication on the contributor’s own site (internal content) remains the same. We believe that keyword-optimized articles published on your website benefit most from a strong, unique perspective and original, engaging insights—something our experienced writers excel at, with the help of client-specific preferences and knowledge.
Here is how we use AI in the outlining/planning process for onsite content:
4. Does ChatGPT use data from Custom GPTs to train its models?
ChatGPT does not use data input to custom GPTs to train the base ChatGPT model. Here is how OpenAI explains this:
“By default, we do not use your business data for training our models. If you have explicitly opted in to share your data with us (for example, through our opt-in feedback mechanisms) to improve our services, then we may use the shared data to train our models.
“Your end users can build and share GPTs internally with each other within your workspace. The same commitments we provide for ChatGPT Enterprise, Team, and Edu also apply to your use of GPTs within those workspaces. Note that if your workspace admins enable GPTs to be shareable with the public, any GPTs that your users choose to publish externally may be subject to additional review. Learn more about GPTs.”
Here are a few additional details about how ChatGPT maintains data security:
“OpenAI encrypts all data at rest (AES-256) and in transit between our customers and us and between us and our service providers (TLS 1.2+), and uses strict access controls to limit who can access data. Our security team has an on-call rotation that has 24/7/365 coverage and is paged in case of any potential security incident. We offer a Bug Bounty Program for responsible disclosure of vulnerabilities discovered on our platform and products. Please visit our Trust Portal for more details.”
Have additional questions not covered in this guide? Reach out to your point of contact on the Nexus team—we’re here to help every step of the way to ensure effective use of AI in the content creation process.
How Webinar Content Drives Leads Through the Sales Funnel
/in Client & Industry Resources/by Connie ZhangWebinars have evolved from simple online seminars into powerful marketing tools that accomplish much more than filling a virtual room for an hour. When strategically planned, executed, and iterated, webinars guide potential customers through every stage of the sales funnel, all while positioning your brand as an authority in your industry.
In this guide, we’ll explore how webinar content can play a key role in your digital marketing efforts and how repurposing that content extends its reach and impact, helping you turn curious viewers into qualified leads.
A Quick Recap of the Sales Funnel
Before diving into how webinars support each stage, let’s revisit the structure of a typical sales funnel. The funnel includes three main stages:
As you can see from the examples, each funnel stage requires different types of content and engagement strategies, which is where webinars shine. You can leverage webinar content strategically to move customers through the entirety of the sales funnel, from top to bottom and from awareness to conversion.
Raising Awareness with Educational Webinars
The goal at the top of the sales funnel is simple: get noticed. Webinars focusing on general educational content (such as thought leadership and industry trends) are perfect for attracting an audience still in the research or problem-identification phase.
In particular, webinars that discuss common pain points your clients might be experiencing position your brand as a helpful, credible source. Webinars that follow these topics don’t push products and instead provide value, helping you connect with leads who are interested in learning more.
With proper webinar registration forms, you can gather contact information for potential leads. Add these details to your customer management system (CRM) and invite leads to future webinars that are deeper in the sales funnel. A robust CRM will automatically add this information to your customer database without prompting and enable you to automate future invitations.
Engaging Prospects in the Consideration Stage
Once people know your brand and understand that you’re a leader in your space, your next goal is to keep them engaged with your offerings. At this stage, you want to maintain interest by offering more personalized, actionable insights.
Webinars are especially effective in nurturing leads who are actively evaluating their options. Here are a few types that work well for MOFU prospects:
These webinars educate prospects further on the topic at hand while introducing them to your products and reinforcing your brand’s authority. They also provide a human touch—seeing real experts and users talk about your solution can be far more convincing than reading a brochure.
Driving Conversions with Targeted Webinar Content
In this final stage of the sales funnel, prospects have identified that they need a product or service like your business offers. At this point, they’re evaluating providers and determining which one to choose. That’s why webinars for this funnel stage should highlight what makes your product or service superior or different from your competitors.
To achieve that, create webinar content such as:
When executed well, webinars can shorten the sales cycle by clarifying the benefits of your offerings, positioning them as better than your competitors, and removing any last-minute hesitation. Even if a lead doesn’t convert immediately after watching your BOFU webinars, you’ve primed them to expect and respond positively to future outreach.
Inspiring Loyalty within Existing Customers
Even after leads have gone through the entire sales funnel and converted, you can still leverage webinar content to inspire their continued loyalty. This is especially important for businesses selling subscription-based software, memberships, or professional services.
Webinars provide a powerful platform for post-sale engagement, helping you deepen relationships with existing customers and encourage continued or repeat business. At this stage, you should focus on creating exclusive content tailored to current clients, such as:
By offering this content, you show your customers that you appreciate their patronage and are committed to delivering continued value.
Webinars like these also create new touchpoints for dialogue and feedback. They can lead to upsell opportunities for satisfied customers. On the other hand, for customers who may be having issues with your product, you can address common challenges and answer questions to help them get the most from your offerings and feel more confident about their purchase.
How Repurposing Webinar Content Multiplies Its Value
As you know, hosting a webinar can be time-consuming, which leads many businesses to avoid doing so. However, aside from helping you support your sales funnels through the strategies we already discussed, webinars also provide a source of content that you can repurpose.
By reusing this content, you can increase the impact of your webinars with minimal additional effort. Plus, it will be easier for you to continue nurturing your leads and reaching new ones even after your live event is over.
Here are a few ways you can repurpose webinar content:
Using your webinars as the foundation of many different types of content allows you to meet prospects wherever they are, from their inboxes to their social media feeds. This ensures your business stays visible and valuable.
Wrapping Up
Marketers love creating webinar content due to the high-quality leads they generate and the immediate interaction with potential customers. Additionally, customers respond positively to valuable webinar content, as they appreciate the opportunity to explore topics they care about.
When you repurpose your webinar content, you upgrade the value of your webinars for your business. Whether you want to attract customers at the top, middle, or bottom of the sales funnel, webinars can help you do that—if you take the right approach.
If you need expert guidance, Nexus Marketing can help. We offer branded webinar production and marketing as part of our full-funnel demand services. All you need to bring is an idea and the subject matter; we’ll handle the rest. Plus, we offer video production services that can turn your valuable webinar content into short-form videos!
Whether you want to start hosting webinars or improve the payoff of your existing webinar strategy, connect with us to boost your revenue. If you’re an existing Nexus client or partner, please message your Nexus points of contact—we’d love to chat.
The Nexus Approach: Schema Markup Creation & Implementation
/in How We Work/by Allison ReinhardtThe rise of artificial intelligence (AI) has impacted countless industries and everyday activities, including digital marketing and online search. While Nexus has been primarily focused on search engine optimization (SEO), our team has recently added generative search optimization (GEO) into our repertoire to keep our clients at the forefront of current digital marketing trends and further enhance search visibility for client content.
According to Search Engine Land, GEO refers to “the process of optimizing your website’s content to boost its visibility in AI-driven search engines such as ChatGPT, Perplexity, Gemini, Copilot and Google AI Overviews.”
GEO is similar to SEO in that it focuses on increasing content visibility, enhancing user experience, and building authority. It builds on SEO principles to appeal to generative AI engines that prioritize contextual relevance and the connections between a brand entity and its content.
A crucial element of GEO is schema markup, which helps generative AI better understand client content. If your Nexus engagement includes GEO or your business is curious about investing in GEO, you may wonder what exactly schema markup is and how our team handles it behind the scenes. Let’s explore schema markup and the Nexus approach to this vital part of the GEO process.
What Is Schema Markup?
Schema markup refers to structured data that helps generative AI better understand client content and display extra details in search results. By creating and implementing this code on client websites, we can help our clients earn:
What Are the Types of Schema Markup the Nexus Team Works With?
The Nexus team works with the following types of schema markup to enhance client content:
Organization
Organization schema helps Google better understand a client’s administrative details and connect content to the organization as a whole. We typically add organization schema to a client’s home page and about page, but it is also sometimes nested within other schemas that are automatically generated by plugins like Yoast.
Example Organization Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Organization”,
“name”: “Insert Business Name Here“,
“url”: “Insert Website Link Here“,
“logo”: “Insert Logo Link Here“,
“sameAs”: [
Insert Social Media Links Here“
]
}
</script>
Product
Product schema provides Google with more information about a client’s products to enrich search results. Available fields may include price, availability, review ratings, and shipping information. We add product schema to relevant product pages.
Example Product Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Product”,
“name”: “Insert Business Name Here“,
“image”: “”,
“description”: “Insert Product Description Here“,
“review”: {
“@type”: “Review”,
“reviewBody”: “Insert Product Review Here“,
“author”: {“@type”: “Person”, “name”: “Insert Reviewer Name Here“}
}
}
</script>
FAQ
If your content includes a Q&A format, FAQ schema can help Google better understand this content and display it in rich search results. We add FAQ schema to any blog or product pages that have Q&As.
Example FAQ Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “Insert Question Here“,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “Insert Answer Here“
}
} }]
}
</script>
Video
Video schema makes it easier for Google to find, understand, and display your video content. Search results may show details like the video description, thumbnail URL, upload date, and duration. We add video schema to clients’ most important blog or product pages with videos.
Example Video Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “VideoObject”,
“name”: “Insert Video Name Here“,
“description”: “Insert Video Description Here“,
“thumbnailUrl”: “Insert Thumbnail URL Here“,
“uploadDate”: “YYYY-MM-DD“,
“duration”: “PTXXMXXS”,
“contentUrl”: “Insert Content URL Here“
}
</script>
Person
Person schema helps Google better conceptualize the people who work at and contribute content to your business. We add person schema to author bio pages so Google connects client authors with their brand, industry, and content expertise.
Example Person Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org/”,
“@type”: “Person”,
“name”: “Insert Name Here“,
“url”: “Insert Page URL Here“,
“image”: “Insert Image Link Here“,
“sameAs”: “Insert Social Media Links Here“,
“jobTitle”: “Insert Job Title Here“,
“worksFor”: {
“@type”: “Organization”,
“name”: “Insert Business Name Here“
}
}
</script>
Article/Blog/Report Schema
Article, blog, and report schema mark pages as their correct content types, helping Google to better understand the content and show relevant title text, images, and date information in search results. We add this type of schema to blog articles and downloadable resources.
Example Article/Blog/Report Schema Markup
<script type=”application/ld+json”>
{
“@context”: “https://schema.org”,
“@type”: “Article”,
“headline”: “Insert Article Title Here“,
“author”: {
“@type”: “Person”,
“name”: “Insert Author Here“
},
“datePublished”: “Insert Publishing Date Here“,
“url”: “Insert Article URL Here“
}
</script>
How Does the Nexus Team Create Schema Markup?
After checking a client’s most important pages for schema using tools like Schema Markup Validator and Google Search Console’s Rich Results Test, the Nexus team identifies and creates missing schema markup using a combination of the following methods:
How Does the Nexus Team Implement Schema Markup?
The implementation process depends on your CMS, the type of schema your content needs, and whether we’re adding schema to an individual page or across multiple pages. Even among clients with the same CMS, we might have to take a different approach depending on your exact plugins and theme.
Implementing sitewide schema usually involves installing plugins or altering theme templates. Don’t worry, though! The plugins we use are safe, and if anything goes wrong when editing the templates, they’re easy to revert.
Since the majority of our clients use HubSpot or WordPress as their CMS, we typically work with those platforms. In HubSpot, individual page schema goes in the Head HTML section under “Additional Code Snippets,” which is in Advanced Settings; the process is simple.
Let’s walk through an example of implementing individual page schema on the Nexus blog, which uses WordPress. We’ll add FAQ schema to this blog post about the differences between GEO and SEO:
1. Navigate to the post and click on “Edit Post” in the upper left corner.
2. Click “Screen Options” in the upper right corner.
3. Make sure “Custom Fields” is toggled on.
4. Scroll to the bottom where it says “Add Custom Field” and click “Enter new.”
5. Create a field called “schema” and paste your schema markup code.
6. Download and activate the Code Snippets plugin.
7. Create a new snippet called “Output Custom Schema Markup,” add the appropriate code as shown below, and activate it.
This step automatically inserts schema within the custom field at the head of the page so it runs correctly. It also adds the script type so you don’t have to include it when adding schema to each individual page.
8. Check the results with Schema Markup Validator or Google Search Console’s Rich Results Test.
Again, this process differs significantly based on your CMS, the type of schema your content needs, and where we’re adding schema. The Nexus team will assess these considerations before proceeding to ensure our approach aligns with your needs.
How Does the Nexus Team Troubleshoot Schema Markup Issues?
When we first embarked on the schema markup process, most of our troubleshooting involved working with ChatGPT to identify and rectify any issues. We used specific prompts like “How can I add video schema to an individual page in WordPress built on WPEngine?” and “I added schema to the custom field on a blog post generated using Elementor on WordPress, but it’s not working. What could be wrong?” to gain actionable guidance.
While we still use ChatGPT to work through issues, the team has gained more experience with schema, our knowledge has grown, and we can now more quickly pinpoint and solve schema problems. We’ve compiled a checklist of common issues to check for, which ranges from putting schema in the correct place to wrapping schema code correctly to giving the schema validators enough time to work properly.
As we encounter and solve new problems, we update our internal schema resources to share this knowledge with the rest of the team.
Partnering with Nexus for Schema Markup Creation and Implementation
We hope this behind-the-scenes look at schema markup creation and implementation helped you better understand how the process works and how our team enables it within your CMS. As you can see, creating and implementing schema markup is a complex, multi-step process, which is why our GEO experts at Nexus handle this process for our clients so you don’t have to worry about it.
If you haven’t invested in GEO yet and are interested in starting the process, talk to your Account Manager about assessing your AI readiness and the appropriate next steps.
Not yet a Nexus client? We’d love to hear from you! Contact us to tell us a bit about your digital marketing needs.