Most startup marketers have hundreds of old blog posts that are either gathering digital dust or worse, being surfaced by AI search bots with outdated messaging and stale data. In an era where 89% of B2B buyers use generative AI to build their vendor shortlists, your "zombie pages" could be disqualifying you before you even know a prospect is looking. On this episode of FiredUp!, we dive into the strategic blog refresh - moving beyond the simple cleanup to show you how to optimize your existing content for Generative Engine Optimization (GEO) and drive new leads from old assets. This week, episode 124 of the FiredUp! podcast is about turning old content into new demand!

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares the importance of a blog refresh in the face of GEO and actionable steps you can take right now to get fresh eyes on your existing content.

Morgan, and Nicole discuss:

• The AI Shortlist is Critical: Since 89% of B2B buyers use generative AI as a research partner, your blog content must be visible and authoritative to ensure your brand is cited when prospects ask ChatGPT or Perplexity for the "best tools" in your category.
• Prioritize Your Audit with Three Buckets: Don't try to refresh hundreds of posts at once; instead, focus on the top 20 posts in three categories: high organic search traffic, high AI search traffic, and those currently used as landing pages for paid (CPC) campaigns.
• Implement "Light Lifts" for High Rewards: Significant gains can be made without a full rewrite by simply updating outdated statistics, refreshing Calls to Action (CTAs) to point to current events, and adding GEO elements like FAQ sections and clear author bios.
• Kill the "Zombie Pages": Outdated blog posts with old messaging or defunct product focuses can confuse Google’s crawlers and AI bots, leading to lower brand authority; these should be redirected to more relevant, high-performing content.

The B2B buyer journey is now a 211-day marathon with 76 individual touches across multiple channels. If your blog is a graveyard of 2022 trends, you are failing the "credibility check" that modern buyers perform daily.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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Traditional SEO is undergoing its biggest transformation in decades. We are moving from a world of "Search and Discover" to one of "Ask and Answer". If your brand isn't properly indexed by AI crawlers from ChatGPT, Perplexity, and Claude, you risk becoming invisible to your best B2B prospects. On this episode of FiredUp!, we tackle the "impatient" nature of AI search bots and explain why your website might be actively blocking the very AI agents you want to reach. This week, episode 123 of the FiredUp! podcast is about boosting AI search with an LLM cache!

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! Podcast, Jeff Reine shares how AI search is changing the way we find answers on the internet and actionable steps you can take right now to optimize your website for AI searches.

Jeff Reine is the co-founder of Everything Machines, a company at the forefront of the "AI internet". Jeff is a veteran of the tech industry with a deep focus on how large language models (LLMs) and semantic search are reshaping discovery. His current mission is helping brands build an "AI cache"—a specialized, bot-friendly version of their web content—to ensure maximum visibility and accuracy in AI-generated answers.

Jeff and Morgan discuss:

• Search is no longer about listing links for humans to click; it’s about LLMs synthesizing a single, finite answer for the user. If you aren't in that one answer, you don't exist in that session.
• Unlike Google, which might wait for your site to load, AI crawlers often have 1-3 second timeouts. They bias toward clean, text-heavy, authoritative HTML and rarely execute the JavaScript that powers your modern site's bells and whistles.
• Trying to satisfy both humans and AI bots on one site results in a compromised experience for both. The solution is a "shadow website" or AI cache that serves static, JS-free HTML specifically for crawlers.
• The next era of marketing is 1:1. You should structure your website content around specific personas so that when an AI "fans out" its query, it can find and deliver exactly the right messaging for that specific stakeholder.
• Every AI-ready site needs three baseline optimizations: JS-free static HTML, semantic descriptors from schema.org, and a well-structured content hierarchy.

Is your website accidentally hiding its best content from the AI agents that are currently building your prospects' vendor lists? Don't let your "perfect" brand design be the reason your company gets left out of the next Perplexity search result.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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With millions of podcasts already out there, the biggest challenge of starting one isn't just recording audio—it’s finding an audience and keeping them engaged. On this episode of FiredUp!, we dive deep into the state of the podcasting industry with industry veteran Andy King. We address the specific pain points of audience acquisition, the shift toward video-first content, and the critical question every marketer must ask: Does your brand really need its own show, or should you be leveraging existing creators instead? This week, episode 122 of the FiredUp! podcast is about the best podcast strategies for 2026!

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, Andy King shares the importance of identifying market openings and what will make your podcast stand out and actionable steps you can take right now to decide what form of podcasting is right for you.

Andy King is the Head of Podcast and Digital Media at Buchwald, a full service talent agency offering representation in all areas of the entertainment industry. A digital media & audio executive with 20+ years experience, Andy is developing original content while building and managing teams in broadcasting and industry roles.

Andy, Morgan, and Nicole discuss:

• Consistency is Your Superpower: The #1 reason podcasts fail is "podfade"—quitting before the show finds its footing. Success requires a long-term commitment to a regular schedule, as audiences build habits around your release dates.
• Video is No Longer Optional: Podcasting has evolved into a visual medium. To maximize reach, you must have a YouTube strategy. Recording video allows you to create high-impact "clips" for social media, which serve as the primary discovery engine for new listeners.
• Marketing > Production: Many brands spend 90% of their budget on high-end production and only 10% on promotion. Flip the script. If you aren't actively marketing your show through social media clips, guest collaborations, and cross-promotion, even the best content will go unheard.
• The Brand vs. Creator Dilemma: Before launching a brand podcast, evaluate if your message would be more effective by partnering with an established creator. Buying into an existing, loyal community often yields a higher ROI than trying to build one from scratch.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

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Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

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