We welcome back Samantha Russell, Chief Evangelist at FMG, to break down the marketing shifts defining 2025 and how advisors can carry them into 2026. Samantha says AI has transformed both how content is made and how it’s found—shifting SEO into AEO, or answer engine optimization. Firms that structure Q&A content with schema, gather reviews, and earn media mentions are the ones AI will recognize as credible sources. The result: fewer clicks, but better-qualified leads.

Samantha also stresses the need to humanize marketing as automation expands. Events, video, and genuine social engagement create connection where AI can’t. Repurposing content across channels and segmenting messages with the help of CRM tools make personalization easy at scale. Her advice for 2026: use AI to make marketing more personal, focus on the one platform where your audience lives, and put a real person forward as the face of your firm.

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Resources: FMG

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