This interview is with Amanda Kostro Miller, SEO Copywriter at amandacopy.com.

Amanda Kostro Miller, SEO Copywriter, amandacopy.com

You’ve learned to prioritize mid- and bottom-funnel content over top-of-funnel. Can you walk us through a case where this strategy significantly impacted a client’s or your own business’s growth?

In my own affiliate marketing business, head-to-head comparisons and “best of” articles have yielded highly engaged traffic that is eager to convert. Ahead of a purchase, your audience wants to make the most educated decision. Why not create content that lays out all the parameters for them? By doing this, you’re essentially guiding them through a process that they would do on their own (or with the help of AI tools). What should you include in these types of articles? Don’t be afraid to be detailed and honest. Give them the nitty-gritty screenshots, pros, cons, and further considerations.

You’ve emphasized the importance of addressing real audience challenges over keyword-driven content. How do you research and identify these challenges, and how has this approach transformed your content strategy?

One of the best ways to identify the challenges of your audience is to speak with them directly. Get them on a Zoom call and talk candidly about what they’re facing. You’ll want to do this with both existing customers and non-customers. And make sure you record these meetings. Later on, you can directly leverage the exact language they use in your marketing copywriting.

Looking ahead, what do you believe will be the most significant challenge for digital marketers in the next few years, and how are you preparing to tackle it?

It used to be that marketing teams and business owners were so hyper-focused (and burned out) by promoting their brands on every single social media channel. But now, in the age of AI, I predict teams will be burning out trying to optimize for search engines (SEO), AI search (AISEO), and generative search optimization (GSO). However, luckily, many of these best practices overlap!