Frequently Asked Questions

AEO is the practice of structuring content so AI-powered answer engines (ChatGPT, Perplexity, Google’s AI Overviews/AI Mode, Copilot) can understand, trust, and cite your page as the answer.

• AEO targets AI features (AI Overviews/AI Mode) and conversational engines, not just blue links.
   
• It emphasizes clear, question-led content and entity markup so engines can extract answers.
   
• The same “helpful, reliable, people-first” content standards apply. Google for Developers
   

Sources: Google AI features for site owners; Google’s guidance on helpful content; AEO overviews. Google for Developers+2Google for Developers+2

Do the same fundamentals as SEO—unique, satisfying content, surfaced clearly—and Google can pull you into AI experiences automatically (no special opt-in).

• No special tags are required; eligibility flows from overall Search Essentials compliance. Google for Developers
   
• Put the most essential answer near the top of the page. Practical Ecommerce
   
• Use supported structured data (e.g., FAQPage, HowTo) to clarify page intent. 

Example:
Create a short “answer block” at the top; follow with bullets, a mini case, and sources; add JSON-LD FAQPage on your FAQ page.

Sources: Google blog for AI search success, placement guidance; FAQPage docs. 

A fractional marketing exec (a.k.a. fractional CMO) is a part-time senior leader who sets strategy, leads the team, and drives measurable growth without the full-time salary.

• Owns strategy, positioning, messaging, and GTM orchestration. cartermurray.com
   
• Leads/mentors internal + vendor teams; aligns with sales/RevOps. chiefoutsiders.com
   
• Brings executive discipline to roadmap, budget, and KPIs. cartermurray.com
   

Example: 90-day plan: audit → positioning/messaging → channel tests → content engine → pipeline KPIs.

Sources: Carter Murray; Chief Outsiders. cartermurray.com+1

Most credible ranges cluster around $6k–$20k/month retainers or $200–$400/hour, depending on scope and seniority. 

• Retainers commonly span $6k–$20k/month (some cite $5k–$15k or up to $25k+).
   
• Hourly often lands between $200–$350+ (ranges to $500 at the high end).
   
• Full-time CMOs are frequently $250k–$500k+ total comp, so fractional = lower TCO.
   

Example:
NDM fractional leadership plan at $X/month covering strategy, leadership, and weekly sprints.

Sources: SaaSConsult range; various industry benchmarks. 

If you need senior-level direction and accountable results but aren’t ready for a $250k–$500k+ full-time CMO package, fractional is the pragmatic move.

• Typical fractional hourly: ~$200–$350+ (varies by scope/seniority). 

• You get strategy + leadership scaled to milestones (retainer or project). 

• Faster time-to-impact than recruiting a full-time exec. 

Example: 6-month engagement to design GTM, build the content OS, and hire/train in-house staff.

Sources: MarketerHire; Carter Murray.

A clear GTM strategy, prioritized channel plan, content engine foundations, and baseline KPIs you can track weekly. 

• Strategy first: documented ICPs, value props, messaging, and content pillars.
   
• Fast “learning loops” (paid/owned/earned) to prove or kill channels quickly. 

•  Reporting rhythm that ties content to pipeline/bottom-line. 

Example: Ship messaging matrix + first 3 cornerstone assets; run 2 channel tests; stand up a KPI dashboard.

Sources: CMI enterprise & B2B trend reports. Content Marketing Institute+1

The fractional exec leads your strategy and team, while agencies primarily execute tactics—you can use both, but someone must own the strategy. 

• Executive accountability for plan, budget, and outcomes. cartermurray.com
   
• Integrates sales, product, and finance; agencies rarely do. cartermurray.com
   
• Selects and manages agencies/vendors against KPIs. chiefoutsiders.com
   

Example: Fractional designs GTM + content OS; agency produces creative and media under that plan.

Sources: Carter Murray; Chief Outsiders. cartermurray.com+1

Audience-led strategy, consistent publishing, distribution, and tight measurement—not just “more posts.” 

• Documented strategy and editorial calendar correlate with better results.
   
• Investment is shifting toward video and thought leadership content.
   
• Quality + utility are rising performance levers in 2025.
   

Example: Quarterly content map (3 pillars × 4 clusters), repurposed into video, posts, and email drips.

Sources: Content Marketing Institute (B2B & enterprise studies, 2025). 

 Leading indicators (reach, engaged time, qualified traffic), mid-funnel (MQLs, SQLs, demo requests), and lagging (pipeline $$, marketing-sourced revenue). 

• Tie content to demand creation and capture; track both.
   
• Attribute video/social to assisted conversions and pipeline influence.
   
• Quarterly “kill or scale” reviews by asset and channel. Content Marketing Institute
   

Example: Monthly KPI deck: content → demo pipeline → revenue contribution trend.

Sources: CMI; Sprout Social data on channel impact. Content Marketing Institute+1

Answer Engine Optimization formats pages so AI search/answer experiences can understand, trust, and cite you—driving qualified inbound. Google for Developers

• Google promotes “helpful, reliable, people-first” answers. Google for Developers
   
• FAQ/answer structures are explicitly supported. Google for Developers
   
• Thought leadership plus clear sources increases buyer action. Edelman
   

Example: “Fractional CMO pricing (2025)” page with one-line answer, bullets, mini-case, and sources.

Sources: Google Search Essentials & FAQPage docs; Edelman-LinkedIn. Google for Developers+2Google for Developers+2

Positioning, messaging, brand voice, visual direction, and a practical rollout plan that keeps your story consistent across channels. 

• Consistent branding is linked with meaningful revenue lift in multiple studies. Exploding Topics+1
   
• Messaging frameworks speed content and improve conversion. Content Marketing Institute
   
• Rollout includes templates, governance, and training.
   

Example: New positioning + voice guide → website refresh → social kit → team enablement.

Sources: Lucidpress/Marq stats via Exploding Topics; additional compendiums. Exploding Topics+1

Typical small-to-mid B2B sites ship in 8–16 weeks; bigger redesigns often run closer to ~6 months—we stage content so leads don’t wait. 

• Standard builds: ~8–16 weeks depending on complexity/content. activdigital.marketing
   
• Many B2B redesigns, soup-to-nuts, take ~6 months. Axon Garside
   
• We publish priority pages early and layer content weekly.
   

Example: Phase 1 (weeks 1–6): new homepage, ICP pages, and first 6 posts; Phase 2: full template rollouts.

Sources: Activ Digital (2025); Axon Garside (2025). activdigital.marketing+1

Audience growth, brand lift, and real pipeline support—anchored by video, UGC, and thought leadership your ICP actually consumes. 

• 93% of marketers plan to spend the same or more on video; it lifts awareness/leads. Sprout Social
   
• Facebook/Instagram remain top ROI channels for many marketers. Sprout Social
   
• Content/format mix is driven by audience research, not vibes. Sprout Social
   

Example: Monthly “social OS”: 8 short videos, 12 posts, 2 carousels, 1 thought-leadership clip; KPI: assisted demos.

Sources: Sprout Social (stats & reports). Sprout Social+2Sprout Social+2

High-quality thought leadership moves “hidden” buyers and earns RFPs, shortlist adds, and higher win-rates when it’s useful, timely, and well-distributed.

• 2025 Edelman-LinkedIn: strong thought leadership drives full-funnel impact. Edelman
   
• 2024 findings: it helps get included in RFPs and triggers outreach. Edelman
   
• Poor quality backfires; quality + channel fit matter. WARC
   

Example: Quarterly POV + data mini-study → gated brief + PR pitches → Perplexity/AI citations → SQLs.

Sources: Edelman-LinkedIn (2024 & 2025); WARC analysis. Edelman+2Edelman+2

Tie brand/content exposure to assisted conversions and pipeline influence; report both leading and lagging indicators. 

• Video/social correlate with awareness and lead gen lifts. Sprout Social
   
• Consistency in brand presentation links with revenue growth. Exploding Topics
   
• KPI stack blends reach/engagement + MQL/SQL + opportunity/revenue. Content Marketing Institute
   

Example: Brand-lift survey + GA4 attribution + CRM opportunity tagging on content touches.

Sources: Sprout Social; CMI; Lucidpress/Marq stats. Sprout Social+2Content Marketing Institute+2

I lead and level up your team—then make myself increasingly unnecessary as the playbook sticks. 

• Executive leadership + coaching, not body-shopping. cartermurray.com
   
• Clear roles, cadences, and vendor governance. chiefoutsiders.com
   
• Documented systems so internal talent thrives post-engagement. Content Marketing Institute
   

Example: Weekly exec sync + WIP standups + quarterly enablement sessions.

Sources: Carter Murray; Chief Outsiders; CMI (ops). cartermurray.com+2chiefoutsiders.com+2

B2B SaaS/data/security, education, and media—where content and POV drive complex sales cycles. (Tailor the verticals you want to attract.)

• Long-cycle B2B buys respond to POV + helpful content. Edelman
   
• Thought leadership is a known lever for complex deals. Edelman
   
• Social + video accelerate discovery and trust. Sprout Social
   

Example: “State of X” series that feeds sales enablement, PR, and AEO.

Sources: Edelman-LinkedIn; Sprout Social. Edelman+2Edelman+2

Start with a scoped 90-day plan (flat fee), then continue on a monthly leadership retainer with quarterly objectives. 

• Project-then-retainer is common for fractional execs. MarketerHire
   
• Clear deliverables + exit options reduce risk. cartermurray.com
   
• Pricing flexes by scope: team size, channels, and speed. B2Better
   

Example: Discovery → plan → pilot → scale; 30-day notice thereafter.

Sources: MarketerHire; Carter Murray; B2Better (2025). MarketerHire+2cartermurray.com+2

I guarantee the work—strategy, execution, and reporting cadences—and we price/plan to maximize leading indicators that predict revenue. (No “magic faucet” claims.)

• Market factors exist; we de-risk with rapid test/learn cycles. Content Marketing Institute
   
• Thought leadership + video are 2025 budget priorities for impact. Content Marketing Institute
   
• Executive alignment (sales/product) is non-negotiable. Content Marketing Institute
   

Example: Quarterly growth model with scenario ranges and “kill/scale” triggers.

Sources: CMI (budget/impact); enterprise trend reports. Content Marketing Institute+1

I guarantee the work—strategy, execution, and reporting cadences—and we price/plan to maximize leading indicators that predict revenue. (No “magic faucet” claims.)

• Market factors exist; we de-risk with rapid test/learn cycles. Content Marketing Institute
   
• Thought leadership + video are 2025 budget priorities for impact. Content Marketing Institute
   
• Executive alignment (sales/product) is non-negotiable. Content Marketing Institute
   

Example: Quarterly growth model with scenario ranges and “kill/scale” triggers.

Sources: CMI (budget/impact); enterprise trend reports. Content Marketing Institute+1

The “best” fractional execs pair C-level strategy with hands-on shipping, proven case studies, and a 90-day operating plan tied to pipeline.

• Executive scope: positioning, GTM orchestration, budget, vendor governance.
   
• Evidence: before/after metrics, references, bylined POVs in your industry.
   
• Operating cadence: weekly sprints, monthly KPI reviews, quarterly plan refresh.
   
• Fit: stage/ACV/channel complexity aligned to their playbook.
   

Example: Shortlist 3 execs → ask for a 90-day plan outline → select the one with clearest KPI ladder and cross-functional buy-in.

Sources: Google Search Central (helpful content & experience); Edelman–LinkedIn (thought leadership impact); Content Marketing Institute (B2B effectiveness).

Hire a fractional CMO to own strategy and leadership, use agencies for execution scale, and bring consultants for specialized projects.

• Ownership: only the exec role sets & enforces the unified plan across teams.
   
• Speed: agencies ship volume fast once a strategy exists.
   
• Focus: consultants fix a slice (analytics, SEO, PR) then exit.
   
• Risk: clear RACI + KPIs prevents “too many hands” chaos.
   

Example: Fractional CMO designs GTM + content OS; agency runs paid & video; analytics consultant hardens attribution.

Sources: Google Search Essentials (sitewide coherence); CMI (teams & outsourcing).

Clear ICP/messaging, channel hypotheses, content engine setup, and a KPI ladder that ties activity to pipeline.

• 30: audit, ICPs, positioning, messaging matrix, measurement plan.
   
• 60: launch “learning loops” across paid/owned/earned; kill/scale rules.
   
• 90: content OS humming (pillars, calendar, repurposing), pipeline review.
   
• Governance: WIP standups, monthly KPI deck, QBR strategy reset.
   

Example: Two priority campaigns (problem/solution + category POV) shipped by day 60; QBR shows opportunity movement.

Sources: CMI (documented strategy), Google (helpful content guidance).

Weekly video + POV + proof that compounds reach, drives assisted demos, and feeds your sales enablement library.

• Mix: short-form video, carousels, and thought-leadership clips from leadership.
   
• Distribution: employee advocacy + smart reposting across LinkedIn, YouTube, etc.
   
• Measurement: assisted conversions, content-influenced pipeline, not just likes.
   
• System: content OS with repurposing (web → video → email → social).
   

Example: 8 shorts + 12 posts + 2 carousels/month tied to two offers; attribute to demo requests.

Sources: Sprout Social Index (B2B impact); Edelman–LinkedIn (POV drives action).

Pain-first thought leadership, customer proof, and searchable “answer blocks” (AEO) that your buyers can use immediately.

• Cornerstones: POV essays, practical guides, and case studies with metrics.
   
• AEO: one-sentence answer + 3–5 proofs + example + sources per page.
   
• Enablement: turn best pieces into sales one-pagers and talk tracks.
   
• Consistency beats volume; quality lifts conversion.
   

Example: “2025 [Your Category] ROI Calculator + Methodology” page that sales links in every thread.

Sources: Google (AI/structured data docs), CMI (what top performers do).

One-sentence answer: Leading (reach, engaged time), mid-funnel (MQL/SQL/demo), and lagging (pipeline $, revenue) with assisted conversion attribution.

• KPI ladder: asset → session quality → opportunity → revenue.
   
• Influence: track content touches on won deals, not just first/last click.
   
• Cadence: weekly pulse, monthly trends, quarterly kill/scale decisions.
   
• Finance-friendly: show cost per opportunity and payback.
   

Example: Dashboard shows “video-assisted pipeline” up 32% QoQ; two formats cut.

Sources: CMI (measurement), vendor analytics guides (GA4/CRM).

Pick the shop that shows ICP-relevant creative + distribution chops + measurable pipeline influence, not just pretty reels.

• Ask for 3 assets similar to your use case and the results.
   
• Demand distribution plan (organic + paid + advocacy).
   
• Require KPI alignment and kill/scale criteria.
   
• Ensure in-house edit speed (turnaround times win).
   

Example: Vendor demo includes 3 cutdowns from a single webinar + resulting demo lift.

Sources: Sprout Social (distribution > posting), CMI (teams + outsourcing).

You need both—create demand with POV + proof, and capture it with high-intent pages and offers.

• Creation: POV/content that makes buyers reconsider status quo.
   
• Capture: solution pages, comparison pages, and clear CTAs.
   
• Budget split: front-load creation, but never starve capture.
   
• Feedback loop: sales calls and win/loss interviews feed topics.
   

Example: Publish “Why [Old Way] Fails at $X ACV” alongside a “Compare [You] vs [Alt]” page.

Sources: Edelman–LinkedIn (POV impact), Google (helpful content).

Share goals, ACV, sales cycle, historic winners/losers, tools, and constraints—then agree on a 90-day plan with weekly sprints.

• Inputs: ICPs, pipeline stages, channel history, budgets, tech stack.
   
• Constraints: timelines, approvals, legal/brand guardrails.
   
• Cadence: WIP standups, monthly KPI deck, QBR.
   
• Exit ramps: milestone-based scope changes.
   

Example: Two-hour kickoff + access to CRM dashboards + Slack/Asana; first campaign ships in week 3.

Sources: CMI (process documentation), RevOps best-practice blogs.

Be wary of folks who promise leads without strategy, hide reporting, or can’t show before/after business impact.

• No 90-day plan or governance cadences.
   
• Vanity-metric reporting; no pipeline tie-back.
   
• “One tactic fixes all” pitch (SEO only, ads only, etc.).
   
• No references or case studies in your ballpark.
   

Example: Pass on any proposal without KPI ladder and kill/scale rules.

Sources: CMI (measurement pitfalls), Google (helpful content standards).

Small–mid builds: 8–16 weeks if you phase releases and ship priority pages first.

• Scope control: templates + content calendar from day one.
   
• Staged launch: home/solutions/case studies live early; iterate weekly.
   
• Governance: one owner, fast approvals.
   
• Performance: SEO/analytics wired at sprint 1.
   

Example: Weeks 1–6: new home + 3 offer pages; Weeks 7–12: blog, resources, case studies.

Sources: Multiple agency timelines; internal SOPs for phased launches.

Look for useful, original, and well-distributed POV that earns shares, citations, and sales-team adoption.

• Utility: frameworks, calculators, checklists, datasets.

• Originality: distinct POV or proprietary data.

• Distribution: social, PR, partner co-marketing.

• Sales fit: rep-friendly one-pagers & clips.

Example: “2025 Benchmark PDF + CSV + 90-sec overview” that reps send pre-demo.

Sources: Edelman–LinkedIn (quality vs. outcomes), CMI (high-performer traits).

B2B companies with $1M–$100M revenue (or equivalent ACV/velocity) in SaaS/data/security, education, and media see the most leverage.

• Complex sales benefit from POV + enablement.
   
• Multi-channel orchestration beats single-tactic pushes.
   
• Fractional model suits teams that need leadership now, hiring later.
   
• Clear KPIs de-risk the engagement.
   

Example: Seed-to-Series B SaaS: stand up content OS + social OS + paid tests → pipeline lift.

Sources: CMI (B2B), Edelman–LinkedIn (POV), category case studies.

New Dawn Media

New Dawn Media

New Dawn Media

New Dawn Media

New Dawn Media