Managing 85K Creators: Udemy's Content Marketing Play скачать в хорошем качестве

Managing 85K Creators: Udemy's Content Marketing Play

In this episode of The Future of Marketing, Genefa Murphy, Chief Marketing & Content Officer at Udemy, reveals how she's navigating the biggest shift in search behavior since Google's dominance began. With 40% of Udemy's search traffic now coming from ChatGPT, Claude, and Perplexity—a number that grows every quarter—Murphy has restructured her entire marketing approach around organic channels, GEO optimization, and 10x thinking instead of incremental improvements. Murphy leads a 140-person team managing both B2B and consumer marketing while overseeing a community of 85,000 instructors. She shares why she grew her social team from 2 to 12 people after discovering UGC ads delivered 5x better ROAS, how she's optimizing for where AI engines actually pull data (Reddit, G2, Wikipedia), and why she brought in outside agencies to elevate her internal team's capabilities. This conversation tackles the false binary of brand versus performance, the shift from paid dependency to organic dominance, and what marketing leadership looks like when the rules are being rewritten in real-time. TIMESTAMPS 00:00 - Introduction 01:00 - From Product Manager to CMO: Why Marketing Benefits from Outside Perspectives 02:08 - The Three-Part Framework: Method, Message, and Making It Work 03:12 - Managing 85,000 Instructors as a Marketing Asset 04:11 - Five Core Marketing Principles That Drive Udemy's Strategy 06:54 - Customer First, Ego Last: How Philosophy Shapes Team Culture 07:26 - Evolving from 2x to 10x Thinking in Modern Marketing 08:50 - Team Structure: How 140 People Support B2B and Consumer Growth 10:02 - AI's Impact on Hiring and Team Evolution 12:18 - Major Changes After Joining: Bringing in Outside Agencies 13:36 - The McLaren Racing Partnership: Elevating the Bar 14:11 - The Shift from Paid to Organic: Growing Social from 2 to 12 People 15:24 - GEO vs SEO: Optimizing for AI-Powered Search 17:01 - The 60/40 Split: How LLMs Are Eating Google's Search Share 18:05 - Why Basic Updates Like Wikipedia Still Matter 19:22 - The False Binary: Why Brand and Performance Must Work Together 21:02 - The Future of Consumer Marketing: Hyper-Personalization and Authenticity 🔗 Connect with Genefa Murphy on LinkedIn:   / genefamurphy   Subscribe for more conversations with leading consumer marketing executives and startup founders. Produced by Global Talent: www.globaltalent.co #marketing #cmo #aisearch #consumermarketing #geo #brandstrategy #udemy