Podcast · Business

The Digital Marketing Podcast by Exposure Ninja

by Tim Cameron-Kitchen · English · Business

Learn powerful and profitable high-ROI marketing tips from Tim Cameron-Kitchen, founder of the relentlessly high-impact digital marketing agency, Exposure Ninja. Visit https://exposureninja.com/podcast for show notes and links.

New episodes: Weekly
Typical length: 19 min
Latest: 30 Sep 2026
Language: English

Latest episode

30 Sep 2026 · 8 min

Dark Traffic: The Hidden Impact of AI Search

Your Direct channel in GA4 has probably been growing for two years, and people typing in your URL isn't the whole story. It's where your dark traffic lands: the demand that your business is creating that isn't easily attributed to where it actually came from. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: What dark traffic actually is, and why AI Search and dark social both end up in your Direct bucket How ChatGPT and other AI assistants influence buyers without a click, a session, or a referral The real business risk: marketing budgets follow measurement , so…

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Earlier episodes 29 most recent

16 Sep 2026 · 10 min
Is Your Content AI Agent-Ready?
AI agents are now reading your website to complete tasks for your customers, and most content isn't built for them. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: - What agent-ready content is, and why it should serve humans and AI agents at the same time - How to build a "cityscape" of content: landmark topic pillars surrounded by clusters that mirror AI query fan-out - Where to find the follow-up questions your customers actually ask, from People Also Ask data to your own sales calls - Why AI agents that have to infer information will either guess or skip your…
31 Aug 2026 · 17 min
Why AI Search Is Rewriting the Buyer Journey
The buyer journey you've been designing for doesn't exist anymore. For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?" In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One…
17 Aug 2026 · 22 min
How To Get ChatGPT to Recommend Your B2B Business
"Is this AI Search visibility thing even relevant for B2B?" That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey? The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different…
10 Aug 2026 · 17 min
6X Your Website Leads With This Strategy
Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing. Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x. Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example: Rebuild the website around conversion. Customer research showed prospects were searching the symptoms of their problem, not the solution, and that shame was…
3 Aug 2026 · 24 min
How To Get Better Quality Leads Through Your Website
Not all leads are worth the same. The problem is that most websites and marketing inadvertently appeal more to the low-value leads than the high-value ones. In this video, Tim Cameron-Kitchen breaks down the four steps to attract higher-quality leads through your website and digital marketing, using real examples from businesses we work with: Attract the right traffic. High commercial intent keywords, paid search done properly, audience-specific landing pages, and AI search visibility. Make your ideal customer recognise themselves. If your perfect customer can't see themselves on your…
29 Jul 2026 · 2 min
Distinctive Thought Leadership Wins in AI Search
Distinctive thought leadership is the strongest play for AI Search visibility, because AI platforms have no reason to cite content that simply repeats what everyone else has already published. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why the flood of AI-created content makes distinctiveness the deciding factor in AI Search visibility The McKinsey filter for thought leadership: be different, or go neater and deeper How original data, first-hand experience and case studies earn AI citations Why personalised AI answers mean there are many search journeys to…
22 Jul 2026 · 5 min
The AI Visibility Pyramid: 3 Layers to Get Cited
A £2 million business and a £2 billion business shouldn't be running the same AI Search strategy. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) breaks down the Pyramid of AI Search, a layered framework for understanding exactly where your brand sits and what to build next to show up in ChatGPT and other AI platforms. Why there's no single "correct" AI Search strategy, and how your starting point depends on your business size The foundation layer: technical SEO, site health, and getting schema right across 100+ types The middle layer: which on-site pages (About,…
15 Jul 2026 · 5 min
The AI Attribution Gap, Solved
Ask a marketing leader how much of their traffic comes from ChatGPT, and you'll usually get the same response: a pause, then "we don't really know." In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers the AI attribution gap and what businesses can actually do about it. Why "dark traffic" makes AI-driven visits invisible in Google Analytics Setting up channel groups to track referrals from AI platforms Auditing direct traffic for signs of AI-influenced buyer journeys Manually checking visibility inside ChatGPT, Gemini, and Perplexity Using tools like Peec AI, Profound,…
13 Jul 2026 · 8 min
Why You’re Not Getting Enough Leads From Search
Google isn't sending you the traffic it used to, and it's not because your product got worse, your sales team got worse, or demand disappeared. AI Overviews and AI Search tools like ChatGPT, Gemini, and Perplexity are rewriting how people research and buy, and if you're only optimising for traditional search, you're already behind. Here's what I cover: Why AI Overviews cut clicks to websites by 58% when they appear and what that means for your traffic Case study #1: how a global skincare brand grew organic traffic by 27% year-on-year while more than doubling their AI Overview mentions Case…
10 Jul 2026 · 10 min
My Boss Is Asking: Why Aren't We Showing Up in ChatGPT?
Charlie has heard the same opening line in nearly every sales conversation over the past few weeks: "My boss is asking why we don't show up in ChatGPT, what do I do?" In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why aligning the business on one clear positioning statement is the essential first step How to benchmark your current AI Search visibility without relying on random ChatGPT searches Building a one-year (minimum) roadmap that prioritises your highest-value categories first The three pillars of implementation: technical updates, content, and PR Why…
6 Jul 2026 · 19 min
FINALLY! An AI Agent That Helps You Get Cited in AI Search
Sponsored by Ahrefs. Try Agent A 👉 https://ahrefs.com/agent-a Getting cited in AI Search results isn't just about ranking well on Google. According to research from Ahrefs, 88% of pages cited in AI answers don't even appear on Google's first page, which means traditional SEO alone won't cut it anymore. In this video, Tim walks through the four pillars of AI Search citation and puts Ahrefs' new agentic tool, Agent A, through its paces to show how it can speed up the process. Here's what's covered: The four things AI tools need before they'll cite your content: the right topics, the right…
3 Jul 2026 · 16 min
This Viral Sunscreen Explains The Future of Search
Charlie's LinkedIn post about a £13 sunscreen went viral, pulling in 183+ comments from the likes of skincare and fashion influencer Marta Canga Roza and Dr Pete , and it became a live case study in how search actually works. This executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why Charlie's post about Beauty of Joson's SPF took off, and what the comments reveal about dark traffic and attribution How TikTok virality, PR placements in The Guardian, and Reddit threads shape what AI platforms end up recommending Why customer search journeys are wildly different lengths,…
29 Jun 2026 · 7 min
How to See Your Brand Through AI's Eyes (For Free)
Enterprise AI Search monitoring tools are powerful, but they're also expensive. Most businesses just want to know what AI tools are saying about their brand. Until now, that meant either doing it manually (which is unreliable) or paying enterprise-level prices. Mind My Brand is a free tool from Exposure Ninja that gives you an accurate picture of how ChatGPT, Gemini, Perplexity, and Grok actually perceive your brand, without the enterprise price tag. Here's what you'll learn: Why manually asking AI tools about your own brand gives you a distorted picture and what an accurate read actually…
24 Jun 2026 · 49 min
The Content Engineering Playbook with Josh Spilker, AirOps
What does it actually look like to rebuild a content and SEO strategy for a world where search is shifting from clicks to mentions? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Josh Spilker, Head of Search Marketing at AirOps, the AI-powered content and search platform. Josh has led organic growth at high-growth SaaS companies, including ClickUp, where he helped turn content into a serious revenue driver through a relentless focus on the middle funnel. Josh introduces the concept of content engineering: what it means, why it matters now more than ever, and…
22 Jun 2026 · 13 min
Google Forced to Act. Here’s What It Means For Your Traffic
Since AI Overviews launched, the average website has lost around a third of its organic traffic. Last week, the UK's Competition and Markets Authority had seen enough, and issued a legal order forcing Google to change. Within hours, Google announced updates to AI Overviews. More links. More data. A fairer deal for publishers. But will your traffic actually come back? In this video, I cover: Why two-thirds of Google searches now result in zero clicks, and what the CMA is doing about it What Google is now legally required to provide to website owners, including new AI Search data inside Search…
17 Jun 2026 · 52 min
McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg
What does it take to build demand through ideas at the world's most prolific thought leadership organisation? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice. Daphne shares how McKinsey's codification culture turns client work into compounding commercial advantage, how peer review makes their content credible at scale, and why their biggest content challenge isn't producing enough; it's deciding what's distinctive enough to publish. They also get into how McKinsey built its own LLM three…
15 Jun 2026 · 22 min
How To Beat Your Competitors in AI Search
Sponsored by Semrush. Try Semrush One 👉 https://exposureninja.com/semrushone Your competitors are showing up in ChatGPT, Google AI Overviews, and Perplexity. You're not, and right now, you have no idea why. This video changes that. I'll show you exactly how to reverse-engineer what your competitors are doing, intentionally or not, to get recommended in AI answers. So you can copy their strategy, close the gap, and start dominating the conversations that matter. Here's what I cover: Why some brands are consistently recommended across every major AI platform and the three metrics that reveal…
10 Jun 2026 · 46 min
Growth Strategy in the AI Search Era with Nick Lafferty, Profound
What does it actually take to build a go-to-market strategy for a category that barely existed 18 months ago? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Nick Lafferty, Founding Marketing Engineer at Profound, the AI Search tracking platform helping major brands understand how they show up in ChatGPT, Gemini, Perplexity, and other LLMs. Nick brings serious growth experience to this role. Before Profound, he drove millions in B2B SaaS pipeline at Loom and Mailgun, then spent two years running a solo consulting agency before joining Profound. In this episode,…
9 Jun 2026 · 11 min
How To Turn AI Mentions Into High-Value Leads
Most businesses are chasing more AI mentions. More citations. More visibility. But if those mentions aren't happening when someone is about to buy, they're not driving pipeline. In this video, I break down exactly how to turn AI visibility into high-value leads, and why most businesses are completely missing the step that actually matters. Here's what I cover: Why being mentioned in "What is a mortgage?" is completely different from "Should I choose Halifax or Nationwide?" and why only one of those drives revenue The three criteria you need to score every AI prompt against before deciding…
3 Jun 2026 · 1 hr 17 min
The Organic Growth Playbook Behind Wise with Fabrizio Ballarini
What does a decade of organic growth at one of fintech's most successful companies actually look like? In this episode of The Growth Leaders Series , Charlie Marchant sits down with Fabrizio Ballarini, Head of Organic Growth at Wise, the multi-billion dollar global money transfer platform operating across 160+ markets. Fabrizio shares the thinking behind Wise's famous growth philosophy: going as broad as possible, as fast as possible, and then refining what works. He breaks down the story of the currency converter that became one of the most powerful organic acquisition tools in fintech, how…
1 Jun 2026 · 19 min
COPY Vanguard’s 6M+ Organic Traffic Strategy
Vanguard manages over $10 trillion in assets, but their dominance in search and AI visibility isn't just because of their size. Most big brands their size are leaving millions of visits on the table. Vanguard isn't. This video breaks down the Vanguard digital marketing strategy behind 6.2 million monthly organic visitors, an AI visibility score of 85/100, and 74,500 AI mentions, and the lessons any marketer can steal from it. Here's what I cover: Why Vanguard built their entire website around customer goals, not products, and why that single shift is the foundation of everything else they're…
26 May 2026 · 19 min
Google I/O 2026: The 5 Updates Every Marketer Needs To Know
Google just called this a new era for AI Search, and after seeing these five updates from Google I/O 2026, it's hard to disagree. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja), covers: The new AI Search box that lets users write full briefs, attach files, and search like they would in ChatGPT Information agents that search on behalf of users 24/7 in the background AI Mode going fully conversational, with persistent context across an entire search session Agentic coding in search, building custom dashboards and mini apps on the fly Personal intelligence and agentic…
25 May 2026 · 9 min
How To Track AI Traffic in GA4 (Step-by-Step)
AI traffic is growing fast, but most businesses have no idea how much of it they're getting, where it's coming from, or how well it converts. This video shows you exactly how to track traffic from ChatGPT, Gemini, Perplexity, Claude, and Copilot inside Google Analytics 4, including the quick method you can use today, and the proper setup that makes AI referral traffic a permanent channel in your reports. Here's what's covered: Why AI-referred traffic converts 4–5x better than Google organic and why that makes it worth tracking separately even when the volume is still small The quick filter…
18 May 2026 · 21 min
The Metrics That Actually Matter in 2026
Sponsored by Semrush. Try Semrush One for 14-days (exclusive Exposure Ninja deal) 👉 https://exposureninja.com/semrushone Most marketers aren't short on data. They're short on clarity.In 2026, marketing teams are tracking more metrics than ever and still can't answer the most important question: what's actually driving leads, revenue, and growth? This episode shows you exactly which digital marketing metrics are worth your attention, which ones you can safely ignore, and the tools you need to track them properly. Here's what I cover: Why conversion events, not traffic, should anchor your…
11 May 2026 · 19 min
Rippling’s $16B Marketing Strategy (You Can Actually Copy)
Rippling has grown from over $16 billion, and their website traffic went from 20,000 monthly visitors in 2021 to over 1.5 million today. This didn't happen by accident. It happened because of a three-part digital marketing playbook that any business — software, services, or anything else — can copy. Here's what I cover in this breakdown of Rippling's marketing strategy: How Rippling ditched generic messaging and rebuilt their entire website around laser-targeted customer segments — and why this drove higher-quality leads from real decision-makers The content strategy that grew their blog…
1 May 2026 · 33 min
Google's Revenue is EXPLODING. But Are Brands Winning Too?
Google just posted a monster quarter — search ad revenue up 19% year on year, cloud breaking $20 billion for the first time, and products built on Gemini growing over 800%. But behind the headline numbers lies a more nuanced story for brands and marketing leaders trying to figure out where to place their bets. The "doomish narrative" that ChatGPT, Perplexity, and AI Overviews are gutting Google Search simply isn't supported by the data. Google Search is still growing. Queries are at an all-time high. And AI Overviews are actively driving that growth, not cannibalising it. But that doesn't…
24 Apr 2026 · 29 min
ChatGPT Sends 21% of Its Traffic to Google. Here's Why That Matters.
A new Semrush study — analysing over a billion lines of clickstream data across 17 months — has revealed something that changes how we should think about ChatGPT as a search channel: 21% of all ChatGPT referral clicks go straight to Google. That's not a quirk. It's a pattern — and it's growing. ChatGPT referral traffic to websites grew 206% year on year (January 2025 vs January 2026), even as ChatGPT's own traffic has plateaued near a billion monthly visits. The platform is no longer just a chatbot. It's becoming a doorway to the open internet — and Google is its biggest beneficiary. But…
17 Apr 2026 · 31 min
Is AI Replacing Google for Beauty Shoppers?
37% of beauty and cosmetics consumers are already using AI platforms — ChatGPT, Gemini, Perplexity, and others — to search for products. 27% of UK shoppers are already making purchases via AI agents. And 80% abandon traditional Google searches in this sector because they simply can't find the specific, personalised answers they need. The $450 billion beauty industry is being reshaped by AI search faster than most brands have realised — and the window to get ahead of it is closing. Charlie Marchant (CEO of Exposure Ninja) and Dale Davies (Head of Marketing at Exposure Ninja) dig into the…
E378 · 13 Apr 2026 · 27 min
If My SEO Traffic Dropped, Here's Exactly What I'd Do (It's Easy)
SEO traffic dropped? You're not alone — and it's fixable. A $10 billion beauty brand came to us with clicks down 23.5% year-on-year and impressions falling. After a comprehensive SEO audit, they grew organic traffic by 27%, improved average rankings by 2.7 positions, and more than doubled their visibility in Google's AI Overviews. In this episode, I walk through the four-step process that made it happen. You'll discover: The technical issues silently dragging down your rankings — duplicate pages, broken redirects, hreflang errors, and more Why missing meta descriptions, H1 tags, and alt text…

About The Digital Marketing Podcast by Exposure Ninja

The Digital Marketing Podcast by Exposure Ninja is a English business podcast from Tim Cameron-Kitchen. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Tim Cameron-Kitchen
Language: English
Category: Business
New episodes: Weekly
Typical length: 19 min
Latest episode: 30 Sep 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1161818237
Rights: Tim Cameron-Kitchen

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