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Strategic Communications Advisory For Visionary Founders
Actionable
Takeaways
Target the 5% with Active Intent, Not the 95% Warming Up:
As a smaller company competing against better-funded competitors, Franklin advocates for "absolute ruthlessness" about cutting everything that won't drive immediate results. Rather than spreading resources thin trying to nurture the 95% not currently in-market, focus your limited budget on capturing the 5% actively searching for solutions today. This means prioritizing bottom-funnel content and high-intent channels over broad awareness plays.
Optimize for LLM Citations Through Product-Focused Content:
The content that ranks in ChatGPT and other LLMs isn't "10 best practices" thought leadership—it's product comparison content. Create crawlable pages specifically answering "What are the best products for [problem]?" rather than generic how-to content. Franklin's data shows ChatGPT traffic converts at 30x the rate of average visitors because users have already filtered themselves through multiple queries before clicking through.
Seed External Mentions Across Reddit and YouTube:
LLM ranking doesn't rely solely on backlinks like traditional SEO. Unlinked mentions on platforms like Reddit and especially YouTube video content create citation opportunities. Franklin identifies YouTube as "the biggest untapped opportunity" for B2B marketers. Proactively participate in communities where your ICP asks questions, ensuring your product name appears alongside relevant problem discussions in the natural language buyers actually use.
Embrace Zero-Click Content Distribution:
Stop treating social content as trailers designed to drive traffic elsewhere. Franklin echoes the shift toward delivering full value directly in-feed on LinkedIn or other platforms. The goal isn't to get clicks to your website—it's to earn follows and build trust over time. When buyers enter an active buying cycle, you want to already be top-of-mind from months of value delivery, not scrambling to get their attention.
Build Following First, Convert Later:
Marketing's primary job on platforms like LinkedIn is earning follows, not closing immediate sales. Each follow puts you in someone's feed for ongoing visibility. Franklin questions whether it's even possible to "move people to action" through marketing—instead, focus on being present and trusted so when budget opens up or circumstances change in a prospect's company, you're the obvious choice they've been consuming content from for months.
Traditional SEO Work Still Matters for LLM Ranking:
While the payoff has shifted, the foundational work of SEO—keyword optimization, crawlable content, domain authority—still feeds into how LLMs surface brands. ChatGPT literally searches Google, so Google ranking still matters. The difference is the type of content that converts: product marketing pages optimized for "best [category] for [use case]" searches rather than thought leadership blog posts.
Don't Waste Budget on LLM Visibility Tools Yet:
Franklin tried multiple LLM tracking platforms and found them "off by orders of magnitude" compared to actual traffic data. These tools use the OpenAI API, which lacks the contextual information (location, tech stack, user history) that the actual ChatGPT interface uses to personalize results. Save your money until these products mature—use your actual analytics to track ChatGPT referrals instead.
Conversation
Highlights
In this episode of The Marketing Front Lines, we speak with Franklin Morris, VP of Marketing at Alloy.ai, a data management and analytics company serving consumer goods brands like Crayola, Bic, and Valvoline. Franklin shares his transition from traditional content marketing—SEO blogs and gated ebooks—to a radically different playbook focused on high-intent buyers, LLM optimization, and zero-click content distribution. With ChatGPT now driving traffic that converts at 30x the rate of average visitors, Franklin reveals the tactics that are actually working in 2025 and calls out the expensive mistakes marketers are still making.
Topics Discussed:
- The death of traditional content marketing (SEO blogs and gated ebooks)
- Why ChatGPT is now the #1 non-Google referral source with 30x conversion rates
- The shift from lead volume to lead quality in marketing-sales alignment
- Zero-click content strategy: keeping audiences engaged without driving traffic off-platform
- How LLMs are changing search behavior and what it means for content strategy
- The 95/5 rule: focusing ruthlessly on the 5% of buyers with active intent
- Building founder brands and thought leadership in platform-native formats
- Why most LLM visibility tools are “bullshit” and what to do instead
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