Plenty of marketing teams pour hours into on-page tweaks — is this post long enough, chunked enough, optimized enough? Greg Digneo, a content-marketing veteran, made a pointed admission on the Unscripted SEO Podcast about where the real return lives.

“This podcast — me going on your podcast right now — is way more valuable to me as an SEO agency than going through my content being like, is this content too long, is this content chunked? That’s way more valuable.”

— Greg Digneo

Flip the budget toward outreach

As organic click-through rates compress under AI Overviews, the highest-leverage move isn’t another round of on-page polish — it’s distribution. Podcasts, guest appearances, newsletters, and video put you in front of humans and models in places a blog post can’t reach. The content still matters; it just isn’t where the marginal hour should go.

One appearance, many assets

A single guest spot doesn’t just reach the host’s audience. Repurposed properly, it becomes the very content you were fussing over — a recap article, quote cards, clips, a transcript page — except now it’s anchored to a real conversation and earns links on its own. You produce better content by having the conversation, not by re-editing the old one.

The lesson isn’t “stop making content.” It’s “stop letting content busywork crowd out the outreach that actually moves authority.”

Read the source conversation: Greg Digneo on the Unscripted SEO Podcast. More in the Why Get On Podcasts hub.