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Your favorite AI might be lying to you about your brand visibility.
Three months ago, I asked ChatGPT to rank the top 10 B2B marketing podcasts. Mine made the list. I celebrated until I realized the truth: it was giving me personalized answers (aka what I wanted to hear). When strangers searched? They saw nothing about me.
So I started using Ahrefs' Brand Radar. It shows your visibility across every major AI platform in seconds, so you know what your audience really sees when they search. Now you can fix your "invisible brand" problem and start winning AI visibility.
A few weeks ago, I’d just hopped off stage after a keynote, when a fellow marketer asked me:
What’s next for B2B content marketing?
Ahh yes. My crystal ball is being evoked once again.
I like her question, but not for the reason you might think. I like the question behind the question. Which is really:
What should I be doing? What should I NOT be doing??
It’s helpful, after all, to be a step ahead and know what’s around the bend.
But alas, I own no crystal ball.
So I shared the next best thing: what I’m seeing in the market:
Executives are going “all in” on LinkedIn.
They’re realizing social media isn’t fluff or an afterthought for the 22-year-old intern to run. And it’s more than Facebook ads. Business leaders are becoming business creators — and reaping the rewards of being THE voice in their market, building a bullet-proof reputation, and attracting high-quality inbound leads like an industrial magnet.
I also shared:
How influencer marketing is exploding (but nowhere near its peak), AI for content creation still ain’t workin’, and a few anecdotes explaining why the best way to grow your career and make more money is to learn the fundamentals of marketing (copywriting, knowing your audience so well that it’s “odd” in any other context, and that reading every day for 15 minutes will make you smarter than spending the same time on your LinkedIn feed).
Basically, the things us marketers have known for years.
The same stuff that’s been ignored or kicked down the road until “we figure out our pipeline problem.”
(Even though most of these can solve those pipeline problems.)
But midway through, I realized I was selling her short. There was a better answer.
Not just what I’m seeing, but what I’m doing about it.
In other words: What I’m betting on.
Because how I’m spending my valuable time, attention, and hard-earned moola is the best answer. The truest, in a way.
And if it’s good enough for me, it’s good enough for you.
And even though I’m a small “mom and pop” content strategy firm, and many of my clients sell SaaS software… I’m gonna let you in on a secret…
If you’re selling something to someone — the marketing doesn’t change much. Not really.
Same principles, methods, and a lot of times, tactics. It’s the why, when, and how that changes, of course. Still need to be known, liked, and trusted before folks will buy from you. Still gotta’ stand out. Still gotta’ win.
So I asked her:
“You know what…. Do you wanna hear what I’m doing?”
She nodded. Leaned in.
I looked over both shoulders, as though the KGB might be listening.
What follows is my answer to her (shortened slightly for email, retold from memory).
I’m making three bets that will set up 2026 to be the biggest year of my business and career.
First up…
I’m investing in my point-of-view (POV).
Four months ago, I realized that I have a POV. It’s etched in my head much like the tattoos on my arms. But it doesn’t live anywhere outside my head.
It’s not on either of my two most-viewed and valuable digital assets: my website and my LinkedIn profile.
You’ll see and feel my POV across my LinkedIn content, newsletter, and podcast, sure. But those are fragments.
No nucleus.
And since a clear and differentiated POV is the way to stand out, earn mindshare, and amass a following of loyal would-be, will-be, and want-to-be buyers… I knew I had a problem.
But I had “the curse of knowledge.” Meaning I was too close to my perspective to “see” it (no pun intended).
So, even though creating POVs is my jam, I was struggling to do it alone.
The same reason why writing my LinkedIn bio is the hardest set of sentences for me to write.
So I hired Nick Bennett. He helped me clarify, refine, and most importantly, ship my POV.
That led to rebuilding my core offer: designing and deploying a content strategy system for SaaS companies. It’s the same one I built at Gong and Clari, now improved, delivered faster, and packed with even more value.
If you're curious… that’s coming on Wednesday.
Now, onto my second bet:
I’m investing in my website infrastructure to make sure I’m seen by AI search engines.
A recent test confirmed I am not showing up at all.
Alarming, indeed.
It’s the wild, wild west when it comes to AIO, GEO, or whatever you wanna call it. So I’m not pretending to have it all figured out.
But I know doing nothing and remaining invisible is the same as clutching my fax machine and insisting that whole internet thing won’t take off.
So I called my friend and visibility expert, Becky Hendriksen. She alleviated my fears and validated my decision:
You’re not behind at all. Most companies haven’t even started their AI visibility, and they have A LOT to lose by ignoring it.
Believe that Docusign is signed, sealed, and delivered. We start next week.
BTW, if you don’t know if you’re showing up in AI search, how much, or what to do about it, consider giving her a call. I trust her with my (website’s) life.
On to my third and final:
YouTube is my next major marketing channel.
My current mix is LinkedIn, newsletter, and now YouTube, IG and TikTok.
You’ve probably heard the adage from Wayne Gretzky:
“skate where the puck is going to be, not where it has been.”
Well, the proverbial B2B puck is at LinkedIn now. I believe YouTube is next. And I want in.
Why:
-It’s the #1 platform for podcast consumption (I have a podcast)
-It’s the #1 search engine in the world (I want to be found)
-It will help me grow my credibility, newsletter list, and revenue streams (I want to grow)
For the first 60 days, I’m repurposing my Reed Between The Lines videos and my massive video vault.
That’ll give me some signals on which topics, formats, etc are working.
Then I’ll start creating new content that’s optimized for YouTube.
Tons of work ahead. But I’m convinced it’s the right move. So much open space over there.
If you want more updates on my YouTube journey — updates, decisions, wins and learnings — hit reply and let me know.
I’m not quite ready to accept or introduce myself as a YouTuber. But I am excited to see what’s next and share everything I learn along the way.
TLDR (Too long, Devin Reed)
Here's what I'm betting on:
1. A sharp POV that lives somewhere permanent.
2. A website AI can actually find
3. YouTube, before everyone else figures it out.
Three plays. One goal: Make 2026 the biggest year yet.
What's your next move?
Pen by Devin Reed
Founder, The Reeder
Follow me on LinkedIn | YouTube | TikTok | Instagram
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