Content Marketing
Should You Really Go All-In on Video? (Spoiler: Probably Not)
Video is having a moment. Actually… it’s been “having a moment” for like 10 years now. Every platform is pushing it. Every agency is hyping it. And if you’ve talked to a marketer recently, there’s a decent chance someone told you to drop everything and go all-in on video. Cool. Sounds bold. Sounds decisive. Also…
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Rebranding? Don’t Forget the Technical Pieces (Or It’ll Cost You)
When people talk about rebranding, they talk about the fun stuff. Color palettes, logo concepts, tagline workshops, brand personality exercises. And listen… we love that part too. But here’s what almost no one talks about: The technical side of rebranding. Because rebranding isn’t just creative. It’s operational. And if you don’t plan the technical pieces…
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Evergreen Content in a GAIO World: What Needs to Change (Before AI Leaves You Behind)
Summary You’ve got that one blog post. The one that still performs. Still ranks. Still brings in traffic. It’s evergreen. It’s solid. It’s… fine. But here’s the uncomfortable truth: content that was written for search engines in 2019 is not automatically optimized for generative AI in 2026. And if AI assistants are the new gatekeepers…
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The Biggest Digital Marketing Lessons We Learned in 2025
Hot takes, hard truths, and one awkwardly heartfelt thank-you to ChatGPT. Summary: So Long, 2025. You Were…a Lot. If 2025 had a tagline, it might be: “The Year That AI Got Real.” These past twelve months threw everything at digital marketers, from generative AI going mainstream to the internet collectively wondering if anyone can tell…
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Are Websites Dead in the Age of AI?
Summary Every few years, someone declares websites dead. The culprit changes—apps, voice search, social media—but the panic remains the same. And now, with the rise of Generative AI, the “death of the website” rumor mill is spinning again. The logic goes like this: if AI tools like ChatGPT can answer questions without clicking to a…
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Why User Personas Matter More Than Ever in the Age of Generative AI
Summary User personas aren’t new. They’ve been around since before marketers started using the phrase “engagement funnel” unironically. But if you’ve been skipping this step because “it feels like a lot of work,” we have news: personas just became non-negotiable. With the rise of Generative AI Optimization (GAIO), understanding your personas isn’t just about empathy…
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4 Red Flags to Watch For When Hiring a Website Agency
Summary There’s nothing worse than investing in a shiny new website only to have the whole project fall apart halfway through. And unfortunately, it happens more often than it should. At Spring Insight, we’ve heard a lot of horror stories from new clients about past experiences — from the agency that ghosted them mid-project to…
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Generative AI Optimization for Subject Matter Experts: What You Need to Know
We’re back with Part 2 of our Generative AI Optimization (GAIO) series, with something created especially for subject matter experts. [Did you miss it? Check out Part 1 of our Generative AI series here.] You are a Subject Matter Expert if your business is built around the knowledge in your head. Consultants, fractional execs, medical…
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Generative AI Optimization: What is GAIO and Why Should Small Businesses Care
GAIO in one paragraph:Generative AI Optimization (GAIO) is the practice of structuring your site so AI systems can understand, trust, and reuse your content in their answers. It goes beyond keywords to emphasize clear Q&A formatting, schema markup, and credibility signals so tools like ChatGPT and Perplexity surface you as the answer. Key Takeaways GAIO…
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How Our Spring Gift Showed Us the Future of Search (and Why It Matters to Your Business)
How Our Spring Gift Showed Us the Future of Search (and Why It Matters to Your Business) At Spring Insight, we do things a little differently — including when it comes to client gifts. Instead of sending the usual holiday treats in December, we celebrate the season that shares our name: spring. 🌸 Every year,…
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