Meet the Author

In 1998, Disney released the iconic movie Halloweentown, introducing a generation of kids to a world hidden just on the other side of a magical portal (including yours truly). 

One minute, Marnie Piper is living in the Mortal World. The next, she’s in a town filled with witches, ghosts, werewolves and other magical creatures — and suddenly the rules she thought she understood don’t quite apply anymore.

Lately, I’ve been feeling a bit like Marnie, because the rules of SEO have changed too. But the creatures in my new world go by the names AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). And don’t worry, their bark is worse than their bite.

YouTube. What began as a humble video-sharing platform where communities could gather around cute dog clips grew into a content giant for entertainment, information and, of course, marketing.

Today, YouTube gives brands an opportunity to market themselves and connect with current and potential customers around the world. But with more than enough content already competing for people’s attention, how can marketers use the platform to build an audience and turn it into one that converts? 

To answer this question, let’s look at one of the most successful movie and TV franchises of the 21st century: Marvel.