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How LinkedIn Thought Leader Ads are Changing B2B Marketing

While traditional tactics like email outreach and cold calling still play a role, today’s most forward-thinking B2B brands are finding success by embracing innovative lead generation strategies. LinkedIn’s more recent Thought Leader Ad format empowers brands to promote authentic, credible content from trusted individuals in a not-so-promotional way—helping to engage decision-makers more meaningfully. And it works: the most effective advertising is often so subtle that viewers don’t even realize they are seeing an ad.

With permission, companies can sponsor posts from users they’re connected to on LinkedIn—typically employees, executives, industry experts, third-party creators, or even customers. These ads maintain the look and personal touch of a regular post, with only a discreet ‘Promoted by’ label indicating the sponsoring company. By appearing organic in the viewer’s feed, this fresh, engaging ad format helps companies leverage their experts and influencers to build credibility, visibility, and authenticity when reaching B2B decision-makers.

Thought Leader Ads: Benefits for B2B Marketing


1. Authenticity and Trust

People are more likely to engage with content from individuals rather than brands, making this format a natural way to establish credibility.

2. Enhanced Engagement

Thought Leader Ads have a 1.7x higher click-through rate and a 1.6x higher engagement rate than standard ads (LinkedIn).

3. Humanizing the Brand

Connecting the voice of employees or content creators with potential clients allows companies to showcase their expertise and personality, making them more relatable.

4. Cost-Effective Lead Generation

By directing traffic to high-value content instead of pushing hard sales, brands can attract leads without high acquisition costs.

5. Showcasing Expertise

Companies can highlight industry insights, case studies, how-to guides, and expert opinions directly from real people, positioning themselves as trusted authorities.

Best Practices for Successful Thought Leader Ads


We have identified key strategies to maximize the impact of Thought Leader Ads:

1. Optimize for Engagement, Not Just Awareness

• Use the engagement objective instead of brand awareness to drive meaningful interactions.

• Hyper-target your ideal customer profile (ICP) to ensure relevance.

• Include an exclusion list to prevent ad spend on irrelevant audiences.

2. Make the Content Feel Organic

• Posts should read like a natural LinkedIn update, not a sales pitch.

• Keep mentions of your product or service subtle—focus on adding value.

• Headlines such as ‘How This Did That’ or ‘Why You Should Be Doing This’ tend to perform well.

3. Use the Right Structure

• Images are best in this ad format and drive higher engagement.

• Directly call out your audience (e.g., “If you’re a B2B founder…”).

• Experiment with sponsoring posts from various team members, not just leadership.

4. Budget and Bidding Strategy

• Set a cost cap lower than LinkedIn’s suggested bid—as low as $1 can be effective.

• Retarget website visitors and LinkedIn post engagers in separate campaigns.

• If a post performs well organically, it will likely succeed with paid promotion.

5. Execute with the Right Content

• Identify internal thought leaders by encouraging executives, employees, and industry advocates to share insights that align with your brand’s messaging.

• Promote valuable content by selecting posts that have already shown strong engagement to ensure better ROI.

6. Ongoing Optimization

• Actively engage with your audience by responding to comments and interactions to build credibility.

• Track key performance metrics like engagement rates, conversions, and audience feedback to refine your strategy.

Turn Influence Into Impact

LinkedIn’s Thought Leader Ads present an exciting opportunity for B2B brands to combine the credibility of organic content with the reach of paid advertising. By following these best practices, companies can maximize the impact of this powerful new ad format.

If you’re looking to integrate this strategy into your marketing mix, start by identifying key voices within your company and crafting content that resonates with your target audience. Ready to get started?

Let’s amplify your LinkedIn presence.

Contact us today to explore how Thought Leader Ads can position your company as an industry leader and attract high-value prospects.

Zenergy Communications
info@zenergycom.com

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Pulse by Zenergy: Content. Creative. Connections

Introducing Pulse by Zenergy!

Formerly known as FG276, Pulse by Zenergy delivers the same expert insights you trust — with a fresh name and a broader strategic lens.

This month, in honor of Mental Health Awareness Month, we’re exploring the power of connection — and how meaningful relationships, both internal and external, drive stronger teams, healthier culture, and lasting brand impact.

The Power of Connection.

Building relationships that drive stronger teams, brands, and growth.

Connection isn’t just good for culture — it’s a strategic advantage. Research shows that workplace relationships are critical to performance, satisfaction, and long-term retention:

• Employees with a strong sense of belonging are 56% more productive and 50% less likely to leave their organization (BetterUp).

• Those with meaningful social connections at work are 2.3 times more likely to feel fulfilled in their roles (Harvard Business Review).

• Friendships among colleagues in the workplace are directly tied to higher job satisfaction, engagement, and retention (Nectar HR).

Connection fuels not just collaboration — but culture, creativity, and brand growth.

“Communication is merely an exchange of information, but connection is an exchange of our humanity.”

— Sean Stephenson

    

Cherishing Moments with Uniboard®.

#ClientSpotlight

Throwback to our project with Uniboard where we had the privilege of bringing their heartfelt ‘Moments’ campaign to life through the development of the campaign’s key visuals, video, trend book, landing page, and supporting assets, all reflecting Uniboard’s commitment to timeless design! Celebrating life’s most cherished memories with loved ones, this project beautifully showcases their stunning 2023-2024 collection.

🔗 Explore how Uniboard transforms cherished moments into beautiful interiors:
https://www.uniboard.com/en/moments

🎥 Watch the full video:
https://vimeo.com/1001637016

Share your insights with 20,000+ readers!

#BeOurGuest

Showcase your ideas and unique point of view by being a guest columnist in our newsletter! With a reach of more than 20,000 monthly readers and an average open rate of over 35%, our platform ensures you capture the attention of industry leaders directly. 

Contact us

C-Suite Roles are Disappearing.

What does this mean for investor relations?

Companies are streamlining leadership, merging roles, rebranding titles, and expanding leadership responsibilities. According to recent reports, CFOs are increasingly absorbing COO duties — overseeing operations, supply chains, and strategic initiatives — making them even more central to corporate strategy. Other leadership functions are being rebranded under titles like Chief Revenue Officer (CRO) and Chief Experience Officer (CXO).

For IR pros, this shift means:

• CFOs are becoming even more dominant voices in a company’s investor messaging and strategy.

• Investors will expect greater clarity on leadership roles and accountability.

• Tighter leadership teams = faster, more integrated communication.

• Leaner C-suites could raise governance concerns — strong messaging matters.

• IROs should stay closely aligned with CFOs and CEOs to ensure consistent, strategic communication.

IR teams need to stay agile, communicate leadership changes clearly, and continue building investor trust.

Stay tuned for more IR insights and contact Zenergy to enhance your IR strategy.

#Poll: What helps you most when it comes to caring for your mental health?

Answer our poll here.

Escapism Marketing: 2025's Latest Marketing Movement

#ZenergyBlog

In a world where people increasingly crave connection, fantasy, and reprieve from the mundane tasks of everyday life, brands are crafting immersive experiences that captivate, inspire, and resonate emotionally.

From AI-driven storytelling to interactive pop-ups, discover how brands are blending technology with imagination — and how your brand can too.

Ready to transform your brand with escapism marketing?

Let’s connect and bring imagination to life!

Read the full blog post here.

Disconnection in a Hyper-Connected World.

Mental Health as a Brand Priority

Although technology allows for 24/7 connectivity, many feel more disconnected than ever. A recent Verywell Mind survey found that 63% of Gen Z report their mental health as ‘less than good’, alongside 52% of Millennials, 49% of Gen X, and 28% of Boomers. The top contributors include poor sleep, loneliness, financial stress, job pressure, and social media.

This mental health crisis isn’t just shaping personal lives — it’s influencing purchasing decisions and workplace expectations.

Over 50% of Gen Z say they have a more positive perception of brands that prioritize mental well-being. As a result, we’re seeing a shift: the ‘look good, feel good’ era of marketing is giving way to a new standard — where authenticity, empathy, and wellness are front and center. Whether it’s normalizing mental health conversations or fostering meaningful relationships, small actions can make a big impact.

Because in business — and in life — it’s the connections that matter most.

What We're Reading.

LinkedIn and Adobe announce partnership to help creators protect their work against AI

How stability became ‘the new luxury’ – and how marketers can find calm in a chaotic marketing landscape

The Catch-22 of Modern Marketing Campaigns: ‘We Are Targeting Our Way to Oblivion’

Your subscribers are tired and distracted, so give them less and they’ll love you more

“Fun fatigue – is formality returning in branding?”

How Does Your Customer Shop

Share what you’re reading with hashtag #PulseReads or email us.

A New Hue Beyond Imagination.

#FeelGoodStory

In a groundbreaking discovery, scientists have introduced ‘Olo’, a color previously unseen by the human eye. Described as an intensely saturated teal, Olo was revealed through a technique called ‘Oz’, which uses laser pulses to stimulate specific photoreceptors in the retina.

This method allowed five participants to perceive Olo, a hue that doesn’t exist in the natural world and cannot be replicated on screens or through traditional pigments.

The discovery not only expands our understanding of color perception but also holds potential for advancements in treating color blindness and enhancing digital displays.

While Olo remains invisible to most, its existence challenges our perception of the visual spectrum and opens new avenues in both science and art.

Read the full story here.

#ProInsight

“Real connection is the foundation of great business. It’s not just about networking or exchanging the odd email; it’s about listening, understanding, and showing up with intention. When people feel truly seen and heard, trust follows — and that’s where real connection begins.”

Linda Farha
President and Founder
Zenergy Communications

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Escapism in Marketing: How Brands Are Captivating Consumers

In an age where consumers are inundated with information, escapism in marketing has emerged as a defining trend in 2025. Driven by rapid technological advancement, economic uncertainty, and political unrest, audiences are seeking more than authenticity—they crave immersive, fantastical experiences that transport them beyond the ordinary, offering a break from reality. Thanks to the rise of generative AI, these experiences are now not only possible but increasingly accessible. This shift holds major implications for brands looking to forge deeper emotional connections with their audiences.

Why Escapism? The Cultural Shift


The desire for escapism reflects broader cultural movements. With rising stress levels, consumers are seeking entertainment, wonder, and distraction in their digital and physical experiences—and fashion is leading the charge. According to Vogue Business’s recent article, luxury brands have successfully embraced escapism marketing with surreal and dreamlike aesthetics in their campaigns, drawing engagement from audiences who long for an alternate reality.

Jacquemus’ viral Bambino handbag campaign showcases AI-generated videos of giant handbags spotted in iconic locations, beginning with one gliding through the streets of Paris. The whimsical visuals captivated audiences, ignited social media buzz, and inspired a series of follow-up videos—reinforcing the power of surreal storytelling in marketing.

Similarly, Burberry’s 2025 London Fashion Week show leaned into fantasy, featuring a Burberry knight in full medieval armor. By leveraging strategic influencer marketing with brand ambassadors and high-profile attendees, the brand generated $11.11M in earned media value (Lefty). This innovative approach reinforced Burberry’s presence in the growing escapism marketing trend while adding measurable value.

How to Leverage Escapism for Your Brand


Brands are moving beyond traditional advertising to create immersive, interactive worlds and narratives that invite audiences to engage, explore, and escape. Here are the key methods:

1. AI-Driven Storytelling

With tools like generative AI and interactive chatbots, brands can now deliver personalized, adaptive narratives that take consumers on a journey and deepen emotional connections. Whether through whimsical storytelling, surreal imagery, or lighthearted humor, escapist campaigns like Jacquemus’ AI-generated social media content offer a fun way to captivate audiences and amplify brand identity.

2. Virtual and Augmented Reality

Brands are building AR experiences, virtual stores, and branded metaverse spaces to transport consumers into fantasy-driven environments. Namely, Nike has embraced the metaverse with digital stores like NIKELAND on Roblox and Airphoria in Fortnite, where shoppers can interact as avatars and explore immersive branded collections.

3. Gamification and Branded Entertainment

Gamified marketing turns brand engagement into play. From branded games to digital collectibles, companies are using game mechanics to keep audiences emotionally invested.

For example, Gucci’s Good Game campaign has expanded through collaborations with gaming platforms like Roblox, The Sims, Pokémon Go, Animal Crossing, and more, while also launching Gucci Arcade and Sneaker Garage within their mobile app. These interactive branded environments allow users to engage in gameplay while collecting exclusive digital accessories—seamlessly blending luxury with gamification.

4. Experiential Events & Pop-Ups

Escapism isn’t just digital. Brands are transforming physical spaces into immersive experiences through pop-ups, installations, and themed events. These activations transform real-world spaces through set design, lighting, sound, digital signage, and more to create unforgettable escapist encounters that fuel social media buzz and deepen consumer connections.

Samsung’s Galaxy Experience Spaces were launched worldwide in 2025, offering multi-sensory brand activations. These immersive pop-ups allow attendees to interact with AI-powered product demos, explore gamified experiences, and engage with dynamic digital signage—blurring the line between technology and storytelling.

The Emotional Connection


Escapism marketing is more than a passing trend—it’s a response to technological advancements and the growing desire to escape beyond everyday reality. By crafting immersive, otherworldly experiences, brands can build deeper emotional connections, foster lasting loyalty, and stand out in saturated markets.

At Zenergy Communications, we help brands put ideas into action to craft compelling narratives that resonate, inspire, and captivate. Whether through immersive storytelling, AI-driven experiences, or strategic branding, we ensure that your brand is ahead of the curve in 2025’s marketing landscape.

Ready to transform your brand with escapism marketing? Let’s connect and bring imagination to life!

Zenergy Communications
info@zenergycom.com

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How to Build a Scrappy Yet Strategic Digital Marketing Plan (Without Breaking the Bank)

It’s the middle of the night, and you’re staring at your laptop, wondering how you’re supposed to compete with companies spending five figures a week on digital ads when your entire monthly budget wouldn’t even cover their catered lunches. You’ve got drive, a great product, and a service people need—but no money to burn. The good news? That’s not a deal-breaker. If anything, it might just force you to get more creative, more strategic, and—ironically—more effective. Here’s how:

Get Brutally Clear on Who You’re Talking To

You can’t afford to be vague. On a tight budget, every click matters, and you don’t have room to target ‘millennials who like healthy snacks’ or ‘working professionals who like nice shoes’. You need to know their age, what apps they check before getting out of bed, what frustrates them, and their favorite way to spend a Saturday. Dive into the ‘unsexy’ work: Reddit threads, Amazon reviews, Facebook groups. Your goal isn’t just to find your audience—it’s to understand how they think so you can speak directly to them without wasting a cent.

Own Your Real Estate on Google

Before you worry about ads or analytics, make sure you’ve claimed the digital sidewalk outside your door. Setting up a free Google Business Profile puts your company on the map—literally—and ensures that when someone searches your name, they don’t get a blank page or worse, your competitor. It only takes a few minutes, but the impact is lasting: reviews, directions, and quick contact all in one neat little box. Just don’t forget to fill in the essentials—your phone number, address, website, and business hours—so no one’s left guessing how or when to reach you.

Turn Content Into Your Loudest Employee

Maybe you can’t hire a whole sales team, but you can make content work harder for you. That means blog posts that actually help, videos that solve real problems, and emails that feel like a friend checking in, not a robot screaming “BUY NOW!” Consistency beats polish, especially early on. You don’t need a ring light and a production crew; you need honesty, authenticity, value, and a little humor. One well-crafted post, video, or newsletter that gets shared in the right group chat can do more for you than a week of paid traffic.

Leverage Platforms That Favor Effort Over Spend

Algorithms can be cruel, but some still reward hustle. LinkedIn, Pinterest, TikTok—these platforms offer rare windows where creative effort can outperform cash. If your content resonates, you can see incredible organic reach without spending a dime. That means testing formats, jumping on trends (when they make sense), and engaging with other creators like an actual person, not a walking billboard. You’re building presence, not perfection—and that’s a much cheaper game.

Collaborate Like Your Life Depends on It

You may not have a massive budget, but you do have value—and you can trade that. Partner with someone in a complementary niche. Maybe you write a killer newsletter and they have a decent Instagram following. Maybe you host a webinar and they co-promote it. Reach out, be human, be helpful. The right collaboration can double your exposure without costing a cent, and if it’s done right, everyone walks away feeling like they got the better end of the deal.

Measure What Matters, Ignore What Doesn’t

It’s easy to get caught up in vanity metrics—likes, impressions, reach. But when you’ve got limited cash, you can’t afford to chase shadows. Define what success looks like to you. Maybe it’s email signups. Maybe it’s sales. Maybe it’s getting someone to book a call. Set that target early, build your efforts around it, and track only what directly ties into it. Everything else is just noise.

Use Paid Ads, But Only When You’ve Earned It

Don’t burn budget trying to ‘test’ ads before you even know what message works. That’s like lighting money on fire just to see how the flames look. Instead, use organic content to find out what resonates. Which posts got people to reply? Which headline made your friend pause mid-scroll and actually read? Once you’ve found what’s working, then put $50 behind it. Paid media should be fuel, not guesswork.

Adopt the Mindset of a Local Hustler, Not a Global Brand

Big brands market to the masses. You’re just trying to connect with a few people who care about what you have to say. That means thinking like a local musician selling tickets to a basement show, not like a stadium tour. Get in people’s inboxes. Reply to every comment. Show up in unexpected places—local podcasts, niche subreddits, Slack communities. You’re not building a funnel. You’re starting conversations. On a budget, that approach stretches further than you’d believe.

If you’re building something meaningful with less money than most folks spend on lunch meetings, congratulations—you’re in the good fight. You’ll figure out what actually works, you’ll build real relationships, and you’ll get a front-row seat to your own growth. Sure, the path’s harder. But it’s also clearer. Because when you don’t have money to hide behind, you can only rely on what’s real: your voice, your value, and the people you’re building for. And those, thankfully, cost nothing.

Content provided by Julie Morris

Ready to turn your scrappy strategy into unstoppable growth?

Discover how Zenergy’s innovative MARCOM strategies can elevate your brand—connect with Zenergy and let’s create something great together!

Zenergy Communications
info@zenergycom.com

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The (North) American Dream: A strategic roadmap for European businesses expanding into North America

Expanding into North America (NA) offers immense opportunities, but success (especially during current fluid times) requires a strategic approach to navigate cultural, regulatory, and operational challenges. Understanding key differences between European and NA business practices and implementing tailored strategies is crucial for success.

Here are Six Essential Steps for Market Entry & Growth

1. Develop a Market-Ready Strategy

Before entering NA, businesses must conduct thorough market research:

• Go-to-market alignment – Define your target audience, value proposition, and best-fit distribution channels.

• Competitive benchmarking – Analyze pricing strategies, positioning, and customer pain points.

• Regulatory groundwork – Ensure compliance with tax, employment, and industry laws.

• Localized messaging – Test brand positioning through focus groups, A/B testing, and regional landing pages.

Example: A European B2B SaaS firm running Canadian focus groups to localize branding and email campaigns, ultimately boosting lead conversation rates and reducing acquisition costs.

2. Build a Strong Local Presence

NA buyers trust businesses with a tangible local presence:

• Partner with distributors, resellers, or local industry groups (e.g., US Chamber of Commerce, TAP Canada).

• Establish a regional team – A local presence—whether through regional reps, a co-working office, or a US-based partner—builds trust.

• Attend top industry events – For example, CES (tech), IWF (manufacturing), or Collision (startups) can provide high-profile networking opportunities in the US and Canada.

Example: A European clean-tech firm opening a satellite office in Canada to qualify for local grants while using a US virtual address to streamline sales.

3. Adapt Your Marketing Strategies

Companies must adapt to NA’s fast-moving sales cycles:

• Sales – Shift from consultative, research-heavy selling to a direct, results-driven strategy.

• Cold outreach – Value-driven cold emails, calls, and LinkedIn messages can generate high conversation rates.

• Targeted prospecting – Leverage communications professionals to target and refine audience segmentation for quality leads.

• Digital-first marketing – Local SEO, geo-targeted paid ads, and influencer partnerships drive visibility. With 7% of US and 73.3% of Canada total ad spend going digital in 2024, a strong online presence is essential for visibility and lead generation.

• Messaging preferences – US consumers respond to bold, high-energy branding; Canadians value authenticity and community-driven narratives.

Example: A European retail brand using a geo-targeted digital campaign and partnering with Ontario-based micro-influencers to boost engagement and conversion rates.

4. Navigate the Legal and Regulatory Landscape

Compliance missteps are costly—avoid them by:

• Understanding employment laws – The US follows ‘at-will’ employment; Canada enforces stricter termination policies.

• Comply with evolving privacy laws – GDPR (EU), PIPEDA (Canada), and US state regulations like CCPA in California by working with legal experts.

• Monitoring trade regulations – In an uncertain economic climate with potential protectionist trade policies, staying updated on USMCA trade agreement changes is critical to mitigating import/export cost fluctuations.

• Hiring legal experts – Work with specialists in NA employment, law, tax compliance, and industry regulations.

Example: A European e-commerce firm avoiding costly import duties by consulting US trade lawyers to classify products under the correct HS code.

5. Prioritize Customer Experience & Service

NA customers expect fast response times, clear communication, and excellent post-sale support:

• AI-driven chatbots – Improve response times and ensure 24/7 service availability.

• Proactive issue resolution – Delayed responses can lead to negative reviews. Ensure under 24-hour response times to improve retention.

• Personalized post-sale engagement – Follow-up emails, product recommendations, and loyalty programs help maintain customer relationships and encourage repeat business.

Example: A European skincare brand reducing cart abandonment by introducing real-time AI-powered assistance at checkout.

6. Identify Opportunities for Cost Efficiency

Businesses can cut costs strategically by:

• Outsourcing to Canadian firms – Leverage Canada’s favorable exchange rate for consulting services to reduce costs while retaining NA market expertise.

• Exploring financial incentives – Both the US and Canada offer grants and tax incentives for international businesses, but with the shifting trade landscape and evolving economic policies, companies should consult experts to stay informed on available opportunities and potential restrictions.

Example: A European tech startup reducing expansion costs by outsourcing content production and ad management to a Canadian firm.

Thrive in the North American Market

Expanding into NA requires adaptability and a proactive approach. By understanding key business differences and implementing targeted strategies, European companies can navigate this competitive landscape and achieve sustainable growth.

Looking to expand in North America?
Zenergy’s expertise and local insights will guide you through a seamless transition—all while helping you maximize cost efficiencies with Canada’s favorable exchange rate.

Let’s develop a winning strategy for your North American expansion—contact us today!

Zenergy Communications
info@zenergycom.com

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SEO in the Age of AI: Why Generative Engine Optimization (GEO) is the Future of Search

AI is no longer just ranking content—it’s selecting who and what gets cited. With zero-click searches on the rise, businesses that rely on traditional SEO alone risk being left out of AI-generated results entirely. To stay visible, they must optimize for AI itself.

How AI is Reshaping Search Behavior

Google’s AI algorithm updates have enabled deep contextual understanding to determine which sources appear in AI responses. Meanwhile, AI-driven assistants and Large Language Models (LLMs) like ChatGPT, Gemini, Deepseek, and Grok are accelerating the shift toward zero-click searches by providing direct, comprehensive answers—altogether bypassing the need for users to visit websites.

So how can businesses ensure their content is cited as an authoritative source? The solution: Generative Engine Optimization (GEO).

What is Generative Engine Optimization (GEO)?

As AI-powered search evolves, traditional SEO is no longer enough to guarantee visibility. GEO ensures that AIOs and LLMs recognize, cite, and source your content in search results. This means businesses must structure content to align with how AI generates responses, including understanding AI-driven search queries.

To maximize visibility, businesses can structure content specifically for AI taking the following criteria into consideration:

• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) – AI prioritizes well-researched, expert-driven insights sourced from trusted organizations and publications.

• Structured Formatting – Content that is concise, well-organized, and easy for AI to parse is more likely to be cited in search results.

• Contextual Relevance – AI favors highly relevant, semantically connected content over exact keyword matches.

• User Engagement Signals – AI evaluates interaction metrics like dwell time and engagement levels to determine content quality and credibility.

How to Optimize for AI-Powered Search: 11 Essential GEO Strategies

To increase your chances of being featured in AI-generated search results, businesses can implement these GEO strategies:

1. Structure content for AI-readability – Use clear headings, concise summaries, and bullet points to match AI processing patterns.

2. Optimize for semantic search – AI interprets meaning and intent, so content should include natural language, topic clusters, and related concepts rather than rigid keyword structures.

3. Target AI-driven queries – Analyze AI-generated search responses to identify frequently cited sources and query structures. Adapt your content to match AI’s preferred answer format, increasing the chances of being referenced.

4. Answer long-tail, conversational queries – AI favors natural, FAQ-style content that aligns with user intent (e.g., “What are the best eco-friendly laundry detergents for sensitive skin?” rather than “best laundry detergent”).

5. Strengthen E-E-A-T – Prioritize content from recognized industry experts, trusted publishers, and verified professionals. Demonstrate expertise by providing original research and in-depth insights.

6. Leverage internal linking – Develop comprehensive content clusters on key industry topics and ensure pages are well-linked to establish topical authority.

7. Use data and statistics – AI favors quantifiable insights that provide factual, up-to-date information.

8. Monitor search trends & predictive analytics – Track AI-generated search patterns in your industry to anticipate trending topics and proactively create relevant content. Use tools like Google Trends, Google Search Console, and AI-driven SEO platforms to analyze how AI ranks and cites content.

9. Enhance visibility across multiple platforms – AI pulls from websites, social media, and digital publications, so maintain a consistent, authoritative presence.

10. Encourage engagement and backlinks – AI evaluates how widely content is referenced and interacted with to determine credibility. Focus on earning high-quality backlinks and fostering engagement through social shares and discussions across platforms.

11. Optimize for AI engagement signals – AI tracks user interactions with AI-generated results, including dwell time, scroll depth, and interactions with AIOs (e.g. expanding summaries and link clicks). The more users interact with your content, the stronger the relevance signals AI receives, increasing its visibility.

The Future of GEO: Staying Ahead in AI-Driven Search

As AI continues to refine how information is ranked and displayed, it’s time for businesses to embrace GEO to remain competitive. The key is to focus on quality, structure, and authority—ensuring that AI-powered search tools recognize your content as a trusted source.

By adapting to AI-driven search now, businesses can future-proof their visibility and maintain a competitive edge.

Need help optimizing for the age of AI? Contact Zenergy today to start your GEO strategy!

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FG276: From Sustainability to Impact

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SEO in the Age of AI: The Rise of Zero-Click Search and What it Means for Business

The way people find information is rapidly evolving with AI-driven search results leading the way, reshaping how businesses gain visibility. Nearly half of all searches (47%) now display AI-generated overviews, pushing traditional organic results further down the page (Botify & DemandShere). This means businesses that rely on high-ranking placements must adapt or risk losing visibility.

What is Zero-Click Search?

Zero-click search refers to search results that provide answers directly on the Search Engine Results Page (SERP), eliminating the need for users to click through to a website. These include:

• Featured Snippets
• Knowledge Panels
• People Also Ask (PAA) sections
• AI-generated Overviews (AIOs)

A 2024 study by Datos found that 58.5% of all U.S. searches now result in zero-clicks, meaning more than half of users never visit a website. For queries where an AIO appears, organic CTR dropped from 1.41% to 0.64% in 2024 (Seer Interactive).

For businesses that have traditionally focused on SEO rankings, this shift poses a major challenge—but it also presents opportunity for growth.

AI Overviews Are Becoming More Prominent

A recent study by Botify and DemandShere, which analyzed over 120,000 keywords, found that:

• Google’s AIOs appear in up to 47% of searched keywords—a far greater presence than the previous 5-12% estimates.

• AIOs occupy anywhere from 40% of screen space to the full page above the fold on desktop and mobile.

• AIOs and Featured Snippets co-occur in 60.5% of AI search results, covering an average of 75.7% of the mobile screen.

What does this mean for businesses? If your website relies on high-ranking search placements, you may already be losing visibility without realizing it.

Google’s AI algorithms prioritize quality, engagement, and intent-driven content over traditional keyword ranking. Over time, Google’s AI advancements have progressively reshaped search:

• RankBrain (2015) introduced machine learning to interpret queries and improve ranking relevance.

• BERT (2019) enhanced natural language processing to better understand the context of search queries.

• MUM (2021) enabled AI to analyze text, images, and video across multiple languages for deeper contextual understanding.

These AI systems analyze user intent, search patterns, and contextual meaning rather than just matching words. This shift highlights a critical need for businesses to rethink their search strategy—traditional SEO is no longer enough.

Why SEO Alone Isn’t Enough

For years, businesses have relied on conventional SEO tactics—targeting keywords, optimizing metadata, and earning backlinks. But with AI-generated results dominating the search landscape, ranking in the top 10 no longer guarantees visibility.

AI now evaluates search intent, user engagement, and content authority over keyword density. Businesses that fail to adapt risk falling behind from the rise of zero-click searches as AIOs and other AI tools like ChatGPT increasingly provide users with direct answers.

Instead, businesses need a strategy designed for AI itself: Generative Engine Optimization (GEO)—the key to ensuring your content doesn’t just exist but gets cited.

➡ In our next blog, we’ll break down the essential steps to implementing GEO and making your content AI-friendly. Stay tuned!

Looking to elevate your SEO? Contact Zenergy today to futureproof your strategy for the AI era.

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Social Bootcamp: Strategies for Success

In the ever-evolving landscape of digital communications, social media has become one of the most valuable tools to help businesses grow and connect with their target audience. However, many have yet to even scrape the surface of its potential.

That’s where we come in.

Social Bootcamp isn’t just another training program; it’s a tailored solution crafted to empower your employees with the knowledge and skills needed to leverage social media effectively. Whether they’re novices navigating the basics or seasoned professionals seeking advanced sales strategies, our program helps to build confidence among participants and amplify your company’s messaging.

Customizable Training for Lasting Impact

One size doesn’t fit all when it comes to social media training. That’s why our program is fully customizable based on participant aptitude and company objectives, ensuring that each participant receives relevant and practical guidance. From platform-specific techniques to overarching strategies, we equip your team with the tools they need to succeed.

A Solution for Employee Engagement

Employee disengagement is an increasingly costly reality for businesses worldwide. In an era where remote work is the new reality, fostering a sense of community and connection is paramount. By empowering employees to become brand ambassadors through their online presence, companies can enhance both internal morale and external perception, fostering a community that transcends physical boundaries.

Harnessing the Power of Unified Messaging

In the realm of social media, consistency is key. Our program focuses on more than just the individual profiles; it instills a cohesive approach to messaging across the entire organization. By aligning employee interactions with corporate values and guidelines, we ensure that every post and comment reflects positively on your brand.

Amplifying Your Reach

Did you know that employee reach on social media can surpass corporate reach by as much as 561%? It’s a staggering statistic that underscores the potential impact of a well-trained team. Our program empowers employees to become active participants in amplifying your company’s message, driving engagement, and ultimately, conversions.

Next Steps

In a digital landscape where social media reigns supreme, staying ahead of the curve isn’t just advantageous—it’s essential. Our Social Bootcamp program offers a comprehensive solution for businesses seeking to harness the power of social media to drive growth, engage employees, and amplify their message. Join us in unlocking the full potential of social media and propel your company towards success.

Contact us to get started.

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How to Create Scroll-Stopping Visual Content: Seven Tips for Digital Marketing Success

In today’s digital world of endless scrolling and saturated feeds, standing out on social media is a growing challenge. With shrinking attention spans, images only have so much time to capture attention. Here’s how to craft content that stops the scroll and drives engagement:

 

1. Leverage Trends

Staying ahead of design trends ensures your content feels modern and engaging. Here’s what’s making waves on social media today:

– Bold, Expressive Typography: Clean, bold text with contrasting colors and minimalistic styles creates clear and impactful visuals.

– Sophisticated Minimalism: A focus on clean lines, neutral color palettes, and uncluttered layouts that exude professionalism and clarity, ideal for corporate branding.

– Dynamic Videos: Short-form videos with seamless transitions and kinetic typography continue to dominate platforms like TikTok and Instagram. However, longer (60+ seconds) story-driven content is gaining traction as audiences seek more substance.

– AI-Generated Art and Animation: From  automated image enhancements to generative art, AI is reshaping content creation by enabling hyper-personalization and imaginative designs.

While trends can help your brand stay relevant, ensure they align with your audience’s preferences and your brand identity to maintain authenticity. AI-assisted creativity can streamline and enhance workflows, but remember, it is a tool and has not replaced the human touch.

 

2. Keep It Simple

Simplified visuals are easier to consume and more effective at capturing attention:

– Stick to a Focal Point: Prioritize one clear element like a key visual or message.

– Use Minimalistic Design: Stick to 2-3 complementary colors and ensure sufficient contrast between elements for clarity. Muted, earthy tones like terracotta and sage green are currently trending.

– Limit Text: Keep text to a minimum so your content is clear and uncluttered. If you have a lot to say, spread it out into a carousel post or use it as script for a video.

– Consider Organized Complexity: For certain brands, intentional clutter using collage-style layouts or overlapping elements can create visual interest, but proceed with caution.

A clean, simple design ensures your message is digestible at a glance.

 

3. Optimize Dimensions

Tailoring your visuals to platform specs and content types boosts engagement and ensures seamless display:

– Vertical (9:16 ratio): Dominates mobile video formats like TikTok, Instagram Reels, Stories (Facebook, Instagram, LinkedIn) and YouTube Shorts, capturing maximum screen space.

– Portrait (4:5 ratio): Optimal for static feed posts and carousels for most platforms, especially with Instagram’s recent adoption of this format for profile grids.

– Landscape (16:9 ratio): Standard for YouTube videos and presentations or long-form content on LinkedIn.

– Square (1:1 ratio): Losing its prominence due to mobile-first consumption, it’s now best to use portrait in place of traditionally square content.

Pro Tip: Stay on top of layout changes as platforms frequently update their formats.

 

4. Add Motion and Subtitles

Motion naturally captures attention, and subtitles enhance accessibility:

– Incorporate Motion: Use cinemagraphs, GIFs, or animations for dynamic visuals.

– Customize Subtitles: Many platforms now offer auto-captioning, but custom subtitles using brand colors and fonts can differentiate your content.

– Leverage Tools: Use professional tools that streamline the process of adding captions and animations.

Adding motion and captions ensures your content is inclusive and drives engagement.

 

5. Interactive Posts to Boost Engagement

Interactive content is a powerful way to foster deeper connections with your audience. By encouraging active participation, you can increase engagement rates and gain valuable insights into your audience’s preferences, here’s how:

– Polls and Surveys: Simple, quick questions can spark conversations and provide direct feedback.

– Quizzes: Fun and personalized quizzes encourage shares, expanding your reach organically.

– Interactive Carousels: Create swipe-through posts that invite users to vote, choose preferences, or engage with content step-by-step.

– Live Q&A Sessions: Hosting live sessions helps build trust and authenticity.

Pro Tip: Timing is key. Posting during peak engagement times can significantly improve participation.

 

6. Focus on Quality

Your visuals are often the first impression of your brand—make it count:

– Use High-Resolution Images: Blurry or grainy visuals can harm your brand’s credibility.

– Invest in Professional Editing: Clean, polished designs signal professionalism. Opt for editing tools with advanced color correction and layout features.

– Ensure Consistency: Stick to your brand’s color palette and typography across all platforms to strengthen your brand identity.

Consistent branding across all platforms builds trust and recognition with your audience.

 

7. Blend Creativity with Data

Data-driven creativity maximizes impact. Use analytics to understand what resonates with your audience:

– A/B Testing: Compare the performance of different visuals to identify what drives engagement using tools like Meta Ads Manager or Instagram Insights.

– Platform Insights: Track metrics like CTRs, views, and shares to refine your designs.

– Experiment with Formats: Test various content types—carousels, Reels, and Stories—to determine what works best.

– Monitor Qualitative Feedback: Pay attention to comments, direct messages, and audience reactions to complement quantitative metrics.

Use insights to not just to see what worked but to predict future trends and audience behavior.

 

From Scroll to Engagement

Creating scroll-stopping content requires a balance of creativity, platform optimization, and data-driven strategy. By implementing these tips, your brand can rise above the digital noise and leave a lasting impact.

 

Ready to take your content to the next level? Contact Zenergy Communications today to transform your creative vision into powerful, results-driven campaigns.

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