State of Digital Publishing

How to Navigate SGE and the Future of SEO for Publishers

Google News Initiative

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Affiliate Gathering

State of Digital Pub

Vahe Arabian

15+ years SEO and audience growth veteran, trainer, consultant, speaker, publisher

Learn why AI Overviews – formerly SGE – has the potential to disrupt publisher's audience growth models.

AI Overviews: What it is and why publishers should care

Understand how to adjust your SEO, content, and editorial strategies to the new reality of search.

Optimizing for AI Overviews

Inaction will leave many publishers behind. Learn which technical and content skills will be a must in the new era.

Upskilling the team

Embark on a transformative journey that will revolutionize your approach to content marketing. This course doesn't just teach you about AI; it empowers you to harness its potential, turning you into a forward-thinking, data-driven content strategist. You'll evolve from traditional marketing methods to becoming a pioneer in AI-enhanced strategies. By the end of this course, you'll possess the skills to: • Uncover hidden market opportunities using AI-powered research techniques• Create hyper-targeted audience profiles that drive engagement• Craft innovative, AI-informed content strategies that set you apart from competitors• Measure and optimize your AI-driven content initiatives for maximum impact&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Plus you'll gain exclusive access to the Advanced AI Prompting Guide for Content Marketers: Master over 20 cutting-edge AI prompting techniques tailored for content marketing, including chain-of-thought prompting, few-shot learning, and meta-prompting. Leverage 10+ marketing-specific prompt templates to supercharge your content creation process. From optimizing AI-generated content for your brand voice to crafting effective prompts for various AI tools, this guide is your secret weapon for creating compelling, AI-enhanced marketing materials. Includes strategies for popular AI assistants, image generation tools, and a comprehensive glossary of essential AI terms to keep you at the forefront of AI-powered content creation. In addition, this course features the "AI for Strategic Content Marketing: Building the Future of Engagement Workbook" — an invaluable resource available only to course participants: This comprehensive workbook guides you through 13 in-depth modules, covering everything from AI-driven strategic research to innovative content creation tactics. Develop practical skills with hands-on exercises that help you: • Craft AI-assisted SWOT analyses and competitor research• Create detailed AI customer personas for deeper audience insights• Build AI-enhanced content strategies aligned with SMART objectives• Master AI-driven content creation while maintaining your brand voice• Measure and optimize your AI-powered content marketing efforts Packed with worksheets, real-world exercises, and an extensive AI Marketing Toolkit, this workbook is your roadmap to becoming an AI-first content marketing leader. By the end of the course, you'll have the skills and confidence to build a complete, AI-enhanced strategic content marketing plan tailored to your brand and audience. This transformation will position you at the forefront of the content marketing field, equipped with the knowledge and tools to lead in an AI-driven future. You'll gain the confidence to make data-backed decisions, the creativity to develop groundbreaking campaigns, and the technical know-how to leverage AI tools effectively. *Get Reimbursed:&nbsp;Many companies and agencies offer an L&amp;D or education budget that covers the cost of this course. For more information, please see this page: https://maven.com/expense or click on the 'Get Reimbursed' link under the enrollment button. If you have any questions or are interested in a customized Enterprise program, please reach out to llisa.peyton@gmail.com.

Become an AI-Powered Content Marketing Strategist

Provide a brief description for each module as a way to sell the value of what students will be learning throughout the course.

First Module

Second Module

Third Module

Course syllabus

Three 1-hour+ live sessions with Lisa Peyton offer direct access to expert insights. Get personalized feedback, dive deeper into AI tools, and solve real-world challenges. These interactive sessions accelerate learning and provide valuable networking opportunities.

Live Sessions Friday December 6th, 13th, and 20th

Weekly hands-on projects apply AI to real marketing challenges:<ol><li>Conduct AI-powered market analysis</li><li>Create detailed audience profiles using AI tools</li><li>Develop an AI-driven content strategy </li></ol> Each project builds practical skills for immediate implementation in your work.

Weekly projects

Course schedule

For innovative marketing professionals eager to integrate AI into their content strategies and stay ahead in a competitive landscape.

Perfect for social media and digital marketing strategists looking to harness AI to boost engagement and refine content strategies

Ideal for content marketing professionals aiming to leverage AI to craft data-driven, impactful content strategies that drive results.

Who is this course for

What you’ll get out of this course

Live, hands-on learning sessions providing guidance and mentorship applying your new AI skills. Not just recorded videos.

LIVE Learning in an Online Classroom environment

PIA, your professor in AI, will be available for the duration of the course to help with assignments and answer your questions around the clock.

Gain 24/7 access to your very own AI professor who is an expert on using AI for content marketing. 

Explore AI's transformative impact on content marketing, from creation to analysis. Learn to leverage AI for data-driven insights, enhancing audience targeting and engagement strategies.

Understand the role of AI in strategic content marketing

Master AI-powered tools for comprehensive market insights. Discover how to analyze trends, consumer behavior, and competitor strategies more efficiently, leading to data-driven strategies and targeted marketing efforts.

Learn how to use AI tools for market research and analysis

Harness AI to create rich, dynamic audience personas. Learn to analyze vast data sets, uncover hidden patterns, and predict consumer behavior, enabling hyper-targeted content and personalized marketing strategies.

Develop detailed target audience profiles using AI

Leverage AI to craft powerful, data-backed content strategies. Learn to strategize content creation, distribution, and performance measurement, ensuring your marketing efforts resonate with audiences and drive measurable results.

Create data-driven content marketing strategies with AI

Create AI-powered customers to collect valuable data, and deepen your understanding of audience needs and behaviors.

Design AI customer companions to enhance audience understanding

Learn how to approach measuring the value of your AI projects.

Measure the value and impact of AI in content marketing initiatives

Official professional certification of “AI for Strategic Content Strategy” course completion. Suitable for LinkedIn profiles, resumes, CV's, and other professional materials. Reimbursement Info:<a href="&nbsp;https://maven.com/expense" rel="noopener noreferrer" target="_blank">&nbsp;https://maven.com/expense</a>

Course Professional Certification & Reimbursement Funds

Master AI-powered content marketing to craft innovative strategies, understand audiences, and stay ahead of competitors.

Lisa Peyton

Senior AI & Experiential Marketing Strategist and Professor

Fall 2024 - October

Winter 2024

The best guide for leaders to implement Generative AI in their businesses with real results. What You'll Gain: Strategic Clarity:&nbsp;Understand the transformative power of generative AI and how it can reshape your industry and business models. Actionable Insights:&nbsp;Learn how to identify and evaluate high-impact opportunities for implementing generative AI across your organization. Practical Skills:&nbsp;Develop the skills to lead AI initiatives,&nbsp;make informed technology investments,&nbsp;and mitigate associated risks. Competitive Edge:&nbsp;Gain the knowledge to leverage generative AI for innovation,&nbsp;efficiency,&nbsp;and growth,positioning your company ahead of the curve. ﻿Confident Leadership:&nbsp;Become a champion for AI adoption,&nbsp;empowering your teams to harness its potential for success. Key Focus Areas:﻿* Demystifying Generative AI:&nbsp;Understanding the core concepts,&nbsp;capabilities,&nbsp;and limitations of generative AI technologies. * Identifying Business Opportunities:&nbsp;Exploring real-world use cases and identifying high-potential areas for implementation within your organization. * Strategic Planning &amp; Execution:&nbsp;Developing a roadmap for AI adoption,&nbsp;including project selection,&nbsp;resource allocation,&nbsp;and change management strategies. * Risk Management &amp; Ethical Considerations:&nbsp;Understanding the potential challenges and ethical considerations associated with generative AI and developing strategies to address them. * Future-proofing Your Business:&nbsp;Staying ahead of the curve by anticipating advancements in generative AI and their implications for your industry. By the end of this course, you'll be equipped with the knowledge and tools to confidently lead your organization into the era of generative AI. All sessions will be recorded and made available for you to keep immediately after the course concludes. Interested in an enterprise license or NGO sponsorship so your team can take the course? Please reach out directly to amplify@ayeshakhanna.com

Amplify your potential with AI

You will have access to all lessons once the cohort starts and can view them on your own pace.

42 Course Lessons

<ul><li>Course Orientation (1h, 1st week)</li><li>Final Remarks and Q&amp;A (1h, 3rd week)</li></ul>

Q&A with Dr. Ayesha Khanna

Senior Leadership (C-Suite and VP Level):Identify new business opportunities,&nbsp;optimize existing processes, make informed tech investments.

Department Heads &amp; Managers: (e.g., Marketing, Sales, Operations, HR, Finance) streamline workflows,&nbsp;boost efficiency,&nbsp;and improve decisions

Startup founders &amp; CEOs enhance business,&nbsp;from idea generation to solution building to customer service.

Understand the fundamentals of Generative AI, and how it is being used in different industries to increase productivity and profitability.

How Generative AI is different from existing AI techniques and why it is transformative for businesses


Identify AI opportunities by understanding your business needs,&nbsp;exploring use cases,evaluating feasibility, starting small ,and fostering AI at scale.

How to assess and identify business opportunities to leverage Generative AI.


Create an agile Generative AI roadmap fueled by data,&nbsp;collect information from diverse sources to tailor the Gen AI to your needs, identify priorities, estimate development efforts, and guide iterative development.

How to use data to build an agile roadmap for a Generative AI project


Get a practical roadmap for executing a Generative AI project,&nbsp;from ideation to deployment and learn how to overcome typical challenges and avoid common pitfalls.

How to run a Generative AI project lifecycle including choosing vendors and a team


Focus on business metrics that matter such as efficiency gains (time saved,&nbsp;cost reduction,output increase), quality improvements (accuracy, novelty, customer satisfaction), business outcomes (revenue growth, market share), and user experience (adoption, satisfaction).

How to choose realistic metrics to track the impact of Generative AI projects.


Make AI decision-making processes understandable,&nbsp;ensure accountability by assigning clear responsibility for AI actions and outcomes ,and uphold data privacy by securely collecting, storing ,and using data in compliance with relevant regulations.

How to create an AI governance policy to manage the risks related to AI and data.


Learn how to successfully build Generative AI solutions that increase productivity and profitability, and make you stand out in your career.


Dr. Ayesha Khanna

Cohort 2

Cohort 3

Every business struggles with inefficiency, inconsistent messaging, and manual tasks that take up valuable time. Teams often get bogged down with repetitive work like lead generation, competitor analysis, and data entry, leaving little room for strategic focus. This leads to slow decision-making, increased human error, and missed growth opportunities.This course is designed to solve those problems by teaching you how to leverage AI agents to automate critical but tedious tasks. Imagine having systems in place that not only reduce mistakes but also ensure that your team spends less time on manual work and more time driving business growth. AI agents allow you to scale faster, streamline processes, and maintain brand consistency across all channels. Why You Need This Course:• Automate lead generation and competitor analysis: Say goodbye to the hours wasted on research and data entry, and let AI handle it for you.• Improve accuracy and efficiency: With fewer manual processes, your team will make fewer mistakes and work smarter.• Maximize team focus on strategic goals: Free your team from tedious tasks so they can concentrate on what really matters—driving real results for your business. The Problems This Course Helps You Solve:• Inefficient operations: Your team wastes time on tasks that should be automated.• Inconsistent messaging: With AI, you ensure consistency across every channel, avoiding the misalignment that slows growth.• Growth bottlenecks: By reducing human error and increasing speed, you’ll see faster results without compromising quality.

Let your team tackle high-impact work, not waste time on busywork.

Kick off with an introduction to AI agents and their role in automating GTM strategies. Learn how to identify tasks AI can automate and begin building your AI-driven GTM plan.

Week 1

Dive into hands-on sessions for creating and deploying AI agents. Learn how to automate key GTM processes like lead generation and competitor analysis, without needing any coding experience.

Week 2

Master the skills to scale your AI agents across multiple channels, ensuring consistency and efficiency. We’ll also cover strategies for troubleshooting and optimizing AI agents to ensure ongoing performance.&nbsp;

Week 3

For the final project, you’ll build, deploy, and optimize an AI agent that automates a key part of your Go-to-Market strategy. You’ll gather data, define your goals, and implement a working AI agent that can automate lead generation, competitor analysis, or data management.

Final Project 

Course Structure

CMOs or Senior Marketing leaders who are responsible for scaling marketing efforts across various channels.

Sales Executives looking to automate repetitive sales processes, improve lead scoring, and enable their teams to focus on higher-value tasks

AI and Digital Transformation Leaders leading AI or digital transformation initiatives in mid-to-large businesses.

You’ll learn to create AI agents from scratch, automating tasks like lead generation and follow-ups. Through hands-on projects, you'll actively build workflows that can be applied to real-world business scenarios.

Design and Build AI Agents

You’ll dive into case studies and simulations to understand how AI can improve lead quality, automate scoring, and streamline customer engagement. By the end of the course, you’ll know how to apply AI solutions to boost your team’s productivity.

Apply AI to Solve Marketing Challenges

You’ll experiment with top AI tools and platforms, gaining practical experience in automating repetitive tasks like data entry and competitor analysis. These skills will help you reduce errors and increase operational efficiency.

Optimize Workflows with AI Tools

You’ll learn the step-by-step process for integrating AI agents into existing systems, focusing on scalable solutions that grow with your business. Through interactive assignments, you’ll deploy AI solutions that can handle increased workloads without extra staff.

Implement and Scale AI Systems

Learn how to build AI agents to automate lead gen, competitor analysis, and data entry, boosting your GTM strategy and productivity.

Ashley Gross

CEO & Founder of AI Workforce Alliance

Cohort 1

Do you want to create content that's more creative, higher quality, and written faster with AI—without sounding like it was generated by a machine? This three-week, four-session course will teach you how to collaborate with AI to create content that outshines anything you could do solo, while significantly reducing the time spent on creation and making the process more enjoyable. Designed for marketers focused on content creation, this course will boost your productivity and improve content performance—helping you make a bigger impact on your organization. What makes this course different? Led by Natalie Lambert—a former industry analyst, two-time CMO, and Google’s first Applied AI for Marketing Executive—this course draws on over two years of hands-on experience using AI to elevate marketing and drive measurable results. At Google, Natalie helped marketing teams find the best AI use cases and tools. Now, she works globally with companies of all sizes to enhance their impact. This course combines all that proven expertise to give you everything you need to know to use AI immediately for better content—because I know you don't have time to learn all the tools and read countless best practices on your own. Over three weeks, you'll attend one recorded and three live sessions, where you’ll: 1) Master AI for Content CreationUse AI tools to create blogs, social media posts, and other text-based content, while maintaining your brand voice and personal style. This hands-on approach means you'll be actively using tools like ChatGPT, Gemini, Google AI Studio, Claude, and Poe to create real content throughout the course. 2) Use AI for Market Research &amp; PersonasGather market insights, automate audience research, and build accurate, data-driven personas that provide feedback on your strategy and content. This hands-on approach means you'll be actively using Perplexity and the tools mentioned above to gather insights and build personas in real time. 3) Optimize Content with Personalized AI ModelsBuild personalized AI models in your voice, style, and tone to optimize and scale your content for better performance—saving time and improving quality. This hands-on approach means you'll be actively building and refining models using ChatGPT, Gemini, and Poe throughout the course. 4) Explore AI Tools for Non-Text-Based ContentThis hands-on experience will have you experimenting with AI tools that support graphics, video, podcasts, infographics, and more. You'll create content beyond text, including graphics, video, podcasts, and more, throughout the course using Adobe Firefly, Qlip, Suno, Infography, NotebookLM, and ElevenLabs. If you don't have access to these tools, I will provide demos so you can still learn and participate. 5) Understand AI’s Limits and Avoid PitfallsLearn the strengths and limitations of AI in marketing, avoid common mistakes, and navigate the legal and ethical considerations to ensure your AI-powered content is both compliant and impactful. You'll gain practical knowledge to identify pitfalls, mitigate risks, and leverage AI's potential to its fullest. Each session is interactive and hands-on, allowing you to build AI models, learn best practices, and explore various tools and techniques to create content in real time, applying all of this directly to your content strategy. You'll also get direct access to Natalie during office hours for personalized feedback. By the end of this course, you will: 1) Decrease your time spent on content and significantly improve its performance. 2) Master the AI tools, best practices, and personalized models to use in your marketing content. 3) Know AI’s ethical considerations and best practices. 4) Create a tangible portfolio of AI-driven content designed to elevate your marketing. 5) Have a LinkedIn-ready AI for Content Marketing Certification to showcase your skills. Unlike other AI courses, this one isn’t just about the tools—it’s about how to use them strategically to make a tangible impact on your brand and audience. Plus, the course is often eligible for employer reimbursement through professional development programs, making it a valuable investment in your career.

Cut through the AI hype and master tools that transform your content marketing.

Quick meet-and-greet, discussion on pre-reads, and answer any questions you have.

Tuesday, November 26 (Optional)

From December 3rd to December 17th, we will have a live session every Tuesday. I will be available for 30 minutes following each session to answer questions.

Tuesdays

After session 2 &amp; 3, there will be an assignment that allows you to practice what you learned as well as create models that will help you create content in your roles.

Course Schedule

Content creators looking to streamline their workflow and produce more engaging content

Marketing managers seeking to optimize their content strategy and drive better results

Entrepreneurs and small business owners looking to leverage AI for content marketing success

Understand generative AI's strengths, limitations, and strategic uses, along with the key technical aspects relevant to marketers. Learn to navigate challenges, avoid common pitfalls, and mitigate risks—ensuring your AI-driven marketing remains reliable, authentic, and compliant.

The must-know information about generative AI for marketers

Learn to use AI tools to generate content quickly and effectively, customized for your audience. Master prompt crafting, refine AI outputs, and leverage persona-based feedback to create top-quality marketing materials, transforming your content strategy.

Master the art of AI content creation

Get hands-on experience by applying AI tools to real-world content marketing scenarios. Each week, you'll engage in practical activities that develop key skills and create personalized AI models, empowering you to enhance your marketing workflow right away.

Hands-on AI projects for immediate impact

Develop custom AI models that enhance your content creation. Once created, these models will be saved in your personal account, giving you exclusive access and the ability to use them indefinitely, empowering you to be a more efficient and effective marketer.

Build personalized AI models to elevate your marketing

Earn an AI for Content Marketing certification upon completing the course. This certification showcases your expertise in applying AI tools to real-world content marketing scenarios, giving you a competitive edge on LinkedIn and your resume.

Receive certification to boost your career

Master the AI tools best for content creators, build custom models, and create high-impact content to elevate your marketing.

Natalie Lambert

AI Entrepreneur & Speaker, Former Applied AI for Marketing at Google, 2x B2B CMO

Live course begins on December 3rd. The first on-demand session will be available on November 25th.

Lightning Lessons

How to Navigate SGE and the Future of SEO for Publishers