by Amy Juers, MBA

For this month’s News with Edge article, Amy Juers dives into the practical steps marketers must take to succeed in 2025 and beyond. Check out this quick clip of Amy sharing a brief overview of the article with Vicki LaBrosse, and then read on for the full article!

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Strategic Evolution: The Future of Marketing and PR, Part 2

In Part 1, we explored how AI is fundamentally reshaping Google Search and SEO. AI-driven platforms like ChatGPT and Gemini are steering us toward a world of “zero-click searches,” where users get direct answers from AI instead of traditional search results. We discussed why relying solely on Google Search is no longer enough and how businesses must adapt to stay visible and build trust in this new era.

Now, let’s move forward. If Part 1 was about understanding the disruption, Part 2 is about thriving within it. Here’s the key: the brands that win in this changing landscape will be the ones that embrace a multichannel, AI-driven approach to their marketing and PR efforts. This means rethinking your strategy to build direct connections with your audience, using platforms that elevate your visibility and focusing on storytelling that resonates.

Let’s dive into the practical steps marketers must take to succeed in 2025 and beyond.

Part 2: The Key to Thriving in a Multichannel, AI-Driven World

Invest in Owned Media

In a world where algorithms are constantly changing, the most valuable audience is the one you own. Websites, blogs, podcasts, and—most importantly—email newsletters are your direct lines to clients. These platforms don’t rely on the whims of search algorithms or social media feeds, which means you have full control over your content and how you connect with your audience.

Among these, email is your secret weapon. Think about it: who truly owns their Google rankings or Instagram algorithms? No one. But an email list? That’s yours. It’s personal, direct and entirely in your control. Not only are email campaigns still one of the highest-performing digital marketing strategies, but they also offer a sustainable way to maintain relationships with your audience—no matter what happens to algorithms or platforms tomorrow.

Takeaway: Build and nurture your owned media so you’re not dependent on platforms you can’t control. Start with an email-first philosophy to ensure your brand always has a direct channel to its audience.

Structure Content for AI Recommendations

As AI becomes embedded in more platforms, algorithms aren’t just delivering answers—they’re actively recommending brands. Think of AI-driven assistants like ChatGPT and Google’s evolving AI search—they reward content that’s structured to provide clear, actionable information.

This means you need to embrace content formats designed for AI discovery. Create content with your audience’s key questions in mind and answer them concisely. FAQ sections, how-to guides and bullet-pointed lists are great examples of content that AI platforms recommend because they align with “ask-and-answer” models users prefer.

Pro Tip: Think of your content as the expert AI highlights first. To secure that spot, focus on relevance, clarity and usefulness instead of lengthy or vague content meant to trick search engines.

Leverage YouTube as the New Search Giant

Here’s a game-changing insight: YouTube is already on track to outpace Google Search in revenue within the next decade. Why? Because, unlike search results where sponsored ads and AI responses bury organic content, YouTube’s algorithm still prioritizes high-quality content and rewards it with visibility.

The meaning of this is simple: if your marketing strategy doesn’t already center on YouTube, it should. Video content has staying power and remains one of the most accessible and engaging formats for your audience. Whether it’s a how-to video, product demo or thought leadership piece, videos on YouTube continue to rank high, draw traffic and build trust.

Takeaway: Treat YouTube as a core element of your strategy, not an afterthought. High-quality videos and keyword-rich descriptions are central to driving long-term visibility on this platform.

Prioritize Video—Both Short and Long

In today’s AI-dominated content ecosystem, video is king—but not just any video. You need to think about the right mix of short-form and long-form content to meet your audience across channels:

  • Short-form videos on platforms like TikTok, Instagram Reels and YouTube Shorts dominate attention spans and spark engagement in seconds. These formats are ideal for bite-size information, trends and quick, memorable insights.
  • Long-form videos on YouTube or even webinars allow for deeper storytelling that builds authority, trust and meaningful engagement with your audience.

Both formats play a critical role in staying visible and relevant. Think of short-form video as the door opener and long-form content as the relationship builder.

Takeaway: Stop treating video as just an extra in your strategy—it’s the main event. Diversify your length and format to connect with audiences wherever they are.

Double Down on Storytelling

We’ve been telling you this for years: people don’t just want information—they want connection. And in an age where AI can replicate facts, human creativity and emotional engagement are your greatest differentiators.

Brands that tell authentic, engaging stories will stand out not just because they’re selling something, but because they’re building relationships. This could mean sharing a client success story, walking your audience through your brand’s mission with a behind-the-scenes glimpse or creating relatable narratives about how your product or service solves real-world challenges.

The key isn’t just what you’re saying—it’s how you’re making your audience feel.

Takeaway: Focus on creating and sharing stories that resonate with your audience emotionally. This is how you move beyond algorithms and build lasting loyalty.

The Bigger Picture: Adapt or Get Left Behind

The window for marketers to adapt is closing—fast. While AI is fundamentally changing how brands are discovered, what hasn’t changed is this: people engage with brands they trust.

Moving forward, the businesses that think beyond Google Search and lean into owned media, AI-optimized content, video strategies and storytelling will win. They’ll be the ones setting the pace in the industry while others play catch-up.

As marketers, the shift to multichannel, AI-driven strategies is a call to action: not just to evolve, but to lead with authenticity, connection and innovation. At Edge Marketing, we’re already embracing the future—and helping our clients thrive in it.

So the question is, how will you lead in this bold new era?

Final Thoughts

AI isn’t a disruptor you can ignore—it’s an opportunity to refocus your strategy and engage your audience more effectively than ever before. This world is changing, but one thing remains clear: those who adapt will not only survive—they’ll lead.

The future is here. Let’s shape it together.

About the Author:

As the visionary CEO of Edge Marketing, Amy Juers, MBA, is a breakthrough leader with over 25 years of strategic marketing and public relations expertise. Known for her innovative approach and relentless focus on client success, Amy combines deep industry knowledge with a forward-thinking mindset to propel Edge Marketing and its clients to new heights. Under her leadership, Edge has become one of the most trusted and effective marketing and PR agencies serving the legal, accounting and professional services industries.

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