Generative engine optimization KPIs that actually matter for marketing teams Generative AI is changing how people discover brands, products, and information. Because it disrupts the buyer journey, it requires new metrics, specifically GEO KPIs, that accurately reflect performance within these AI engines. With Google AI Overviews appearing in over 20% of searches, marketing leaders are now being asked new questions by executives: Are we showing up in AI answers? Are we being cited? Or are AI engines recommending our competitors? As search behavior shifts, traditional SEO KPIs alone can no longer explain visibility or downstream revenue impact. This guide breaks down the GEO KPIs that actually matter, how to measure GEO success, and how to connect AI visibility to business outcomes using tools that marketing teams already trust, including HubSpot AEO. Why GEO KPIs Matter Now As generative AI becomes a primary decision layer in the buyer journey, generative engine optimization (GEO) KPIs become important performance indicators. According to OpenAI, nearly half of all ChatGPT usage falls into the “Asking” category, where users rely on AI for advice, evaluation, and guidance rather than simple task execution. For many users — 61% of them — these “asks” are product recommendations. This means brand preference is influenced by AI-generated answers, often before a prospect visits a website. Traditional marketing KPIs don’t capture this layer of visibility. Without understanding where and how often a brand appears in AI answers, it can be challenging to create a strategy to regain or maintain...

Content amplification: How to amplify content across every marketing channel Sharing content across channels is a top 5 marketing trend in 2026, according to HubSpot’s State of Marketing report. The brands that will do this successfully with the best ROI will focus on amplification, not just copy/paste repurposing. Learn how to get the most mileage from your brand‘s owned media, earned media, and user-generated content with smart content amplification. These strategies and tools teach the exact frameworks, tools, and tips that help brands scale smarter. Let’s go! Table of Contents What is content amplification? Benefits of Content Amplification Pain Points of Content Amplification Content Amplification Strategies Social Amplification and Brand Amplification Tactics Content Amplification Tools and Platforms to Consider How to Measure and Optimize Content Amplification Content Amplification Templates You Can Use Now Content Amplification Examples You Can Steal Frequently Asked Questions About Content Amplification. What is content amplification? Content amplification is the process of distributing content across channels (social media, website content, email marketing, paid advertising) to extend reach, generate engagement, and make content discoverable. Unlike content repurposing, which changes a piece of content's format, content amplification focuses on scaling distribution and impact, creating a data-led feedback loop. In HubSpot’s Loop Marketing model, amplification is the third stage: content performance data (clicks, shares, and conversions) feeds future content creation, personalization, and redistribution. Amplification is more important than ever as discovery moves beyond Google to include...

Deep research in content marketing: Using ChatGPT, Gemini, and Perplexity for strategy   Since late 2024, major players in the chatbot game have been rolling out a deep research feature designed to provide what they call “expert-level analysis.” With a focus on multi-step research tasks and more source transparency, this new capability promises to deliver data-rich reports with applications in a variety of industries. Let’s explore what this means for content marketers. Table of Contents What is deep research? What is deep research useful for? Is deep research free? Who are the major players? Using Deep Research for Content Strategy What’s next? What is deep research? Deep research is a new AI tool designed to solve complex problems and behave similarly to a research analyst. It tracks down and analyzes large amounts of text and visuals. Then, it synthesizes the most relevant information into a comprehensive report. One of the most useful improvements comes through better source transparency and citations. Since LLMs can produce hallucinations (nonexistent or nonsensical items) and around 60% of queries generate inaccurate answers, the work of human editors and fact-checkers has always been crucial. But it’s harder to fact-check something if the source isn’t obvious or if it’s quoted as coming from a fabricated link, so more transparency is likely to quicken the editing process. What is deep research useful for? Generating reports with clear citations from various sources is bound to help users...

A Deep Dive Into Concept Maps: What They Are and How to Use Them Before Anna and I started contentki, we went to a cafe, pulled out a notepad, and began brainstorming all the services we could offer given our skills and experience. We came up with content writing, SEO optimization, and content strategy. From there we dived even deeper into each category adding SEO blog writing, thought leadership, landing page copy, and social media to our list. I’m glad we took the time to break this down early on, as it gave us a clear sense of who we were right from the start, rather than figuring out our services on the go. The rough sketch in our notebook was what’s professionally known as a concept map. It’s a tool you can use not only when starting a business but also to ideate and thoroughly research new concepts before bringing them to market. Table of Contents What is a concept map? Types of Concept Maps How to Create a Concept Map Creating My Own Concept Map What is a concept map? A concept map is a visual representation, often in the form of a diagram, that shows the relationship between various ideas or concepts. It’s a great tool for structuring and organizing knowledge. It typically includes two elements: Nodes. These represent concepts and come in the shape of circles, ovals,...

Market by Generation: Data-Backed Content Consumption Habits To Shape Your Strategy Let’s play a game: Tell me how old you are without telling me how old you are. Not sure how to respond? Well, chances are your content consumption habits give you away. For instance, I love Instagram and Netflix but have left my Snapchat stage behind and don’t understand Roblox. (If you’re scratching your head, don’t worry. By the end of this article, you’ll be able to pinpoint my age, like the label on a wine bottle.) In a world driven by content marketing, understanding how your target audience prefers to consume information is critical to getting your messages seen and heard. However, the specifics can differ dramatically based on age and generation. Let’s break down some of each generation’s most prominent content consumption habits based on data and how to shape your strategy with them in mind. Content Consumption Habits By Generation To be real, I don’t like to put anyone in a box. Everyone’s different. Using me as an example again, I actually love watching television and network news, but this is uncommon with others in my generation. All consumers are unique, but that level of personalization as a marketer isn’t really realistic. General benchmarks and statistical data, like those below, can inform a strategy you later test and refine. Keep this in mind as we discuss: Gen Alpha Content Consumption Habits Gen Z Content Consumption Habits Millennial Content Consumption Habits ...

20 Content Marketing Examples That Stand Out in 2022 Do you remember a time where a piece of content made you a longtime fan of a particular brand or company? Maybe it was a funny YouTube video or a super informative blog post — both of which are content marketing examples. Content marketing examples include media like newsletters, podcasts, social media posts, and videos. All of these forms of content are meant to provide useful and relevant information that delights users and attracts them to your brand. To help you use content marketing to your company's advantage, here are some of my favorite content marketing examples of 2022.   1. Spotify Wrapped Playlists Spotify Wrapped is one of the music streaming app's most successful content marketing campaigns. Near the end of every year, Spotify users get a fun roundup of all the music they've listened to that year. The roundup is broken down into genres, years, artists, and more, and is displayed with brightly colored graphics. It then creates a personalized playlist of the user's most listened to songs, and users have the option to share their wrapped playlists on social media — a key element that has made the campaign to trend on social media every year since its inception. Image Source   2. DuoLingo's TiKTok You likely know DuoLingo as the website and app that helps users learn a new language, but...

The State of Content Marketing in 2021 Content marketing is the process of planning, creating, and sharing content with your target audience. It helps you generate brand awareness, convince customers to take action, and drive revenue. There are various types of content marketing, like social media and blogs, but new trends and techniques emerge every year that change the ways businesses reach their audiences. As a marketer, it’s essential to know what your competitors are focusing on, so you can create a strategy and stand out from the crowd. In this post, discover important stats to know about the state of content marketing in 2021 and trends to look out for throughout the year. Content Marketing Stats to Know 47% of buyers view three to five pieces of content before engaging with a sales rep. 82% of marketers report actively using content marketing in 2021, up 70% from last year. Marketers’ primary goals for running marketing campaigns are brand awareness, increasing sales, and increasing engagement. Video is the most commonly used form of content marketing, overtaking blogs and infographics. Google's search algorithms are trying to transcend text to images, voice/podcasts, and videos. The top technologies used by B2B organizations to supplement content marketing are analytics tools, social media publishing, and email marketing software. The top three organic content distribution channels for B2B marketers are social media channels, email, and website. Content Marketing Trends to Watch in 2021 1. Video takes center stage. Media uploads increased...

4 Content Types That Get Non-Organic Traffic, According to Content Strategists Traffic is a low-impact word for most people but a high-impact word for marketers. Traffic can ultimately dictate success, whether it’s the number of leads that come to your website, visit your social channels, or watch your videos. There are two different types of traffic you can have, organic and non-organic, that can come from all over: email, social media, organic searches, backlinks — the list goes on. Non-organic traffic can be a bit harder to come by, which is why, when creating non-organic content, you want to ensure that it will drive results. However, it’s easier said than done when it comes to figuring out what works for your business. In this post, hear from HubSpot content strategists and marketers about the types of content that bring in the most non-organic traffic as inspiration for creating your own. 4 Content Types That Get Non-Organic Traffic, According to Content Strategists Data-Driven Content Pam Bump, Audience Growth Marketing Manager & Staff Writer for the HubSpot Blogs, says that she often sees solid non-organic traffic from email and social media to blog posts that feature statistics or recent industry figures. Bump says, “People love to share, link to, or read up on new data that impacts their career, industry, or lives in some way. The data-driven content you share can be related to overall industry trends, stat roundup posts (like this one), and data comparison pieces, like this one about...