Content and Conversation: Organic Growth Insights from Siege Media
Siege Media
108 episodes
1 week ago
Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
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Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
Beyond Blogging: Building a Media Empire w/ HubSpot’s Kieran Flanagan
Content and Conversation: Organic Growth Insights from Siege Media
44 minutes 57 seconds
6 months ago
Beyond Blogging: Building a Media Empire w/ HubSpot’s Kieran Flanagan
Ross sits down with Kieran Flanagan, SVP of Marketing at HubSpot, for a deep dive into AI’s impact on SEO, content strategy in a post-search world, and the real story behind the "HubSpot traffic drop.
Kieran breaks down why conversions—not clicks—have always been at the core of HubSpot’s strategy, how AI is reshaping team structures, and why co-citation and brand authority are the future of SEO. They also cover LLM optimization, the importance of tools in training sets, and what separates influential content from purely informational posts.
Plus: Why lazy AI marketers will fail, what The Hustle acquisition means for HubSpot’s media strategy, and how to build long-term influence through POV-driven content.
Chapters:
00:00 – Intro: Did HubSpot Really Lose 80% of Blog Traffic?
02:00 – HubSpot’s Real Metrics: LTV: CAC, Not Just Clicks
04:00 – Google’s AI & the New Era of Search Disruption
06:00 – What Content Will Be Cannibalized by LLMs
08:00 – Influence or Information: Winning with Point of View
10:00 – From Links to Mentions: Co-Citation SEO Strategy
12:00 – Optimizing for LLMs: Citations, Not Just SERPs
14:00 – AI, Brand Authority & The Repetitional Layer
17:00 – Tools, Training Sets, and the Battle of Ideas
20:00 – Inside HubSpot’s Media Play: The Hustle, Podcasts & Creators
24:00 – Why Interactive Tools Still Work (If Done Right)
26:00 – Gated Content & Moving the “Free Line”
28:00 – New Team Models: Journalists, Generalists, and Engineers
32:00 – Kieran’s Leadership Framework: Manage Problems, Not People
35:00 – Contrarian Bet: Buying The Hustle & Building Influence
38:00 – Lessons from Zapier vs HubSpot’s Go-To-Market
40:00 – Why Lazy AI Marketers Will Fail
42:00 – Is M&A Still a Growth Lever for HubSpot?
44:00 – Final Thoughts & Where to Follow Kieran
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Show Links
Did Hubspot Lose 80% of Blog Traffic?
[https://www.youtube.com/watch?v=tBHoJMOkL6Y](https://www.youtube.com/watch?v=tBHoJMOkL6Y)
Contrast Ratio by Siege Media
[https://www.siegemedia.com/contrast-ratio](https://www.siegemedia.com/contrast-ratio)
Interactive Content Data Use
[https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content](https://www.siegemedia.com/strategy/content-marketing-trends#interactive-content)
The Hustle by HubSpot
[https://blog.hubspot.com/the-hustle/page/1](https://blog.hubspot.com/the-hustle/page/1)
Kieran Flanagan on LinkedIn
[https://linkedin.com/in/kieranjflanagan](https://linkedin.com/in/kieranjflanagan)
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Directed by Cara Brown: [https://twitter.com/cararbrown](https://twitter.com/cararbrown)
Email Ross: [ross@siegemedia.com](mailto:ross@siegemedia.com)
#seo #contentmarketing
Content and Conversation: Organic Growth Insights from Siege Media
Using the techniques that have helped cement $148,646,000 in yearly traffic value for their clients, Siege Media and founder Ross Hudgens dive into the executional nitty gritty of what makes content rank, and how to get content shared. Topics include content marketing, SEO, digital PR, user experience and more.
