In this episode of the Human-First AI Marketing® podcast, we’re joined by Chris Panteli and Nick Biggs, founders of Linkifi, to talk about how digital PR is evolving in a world dominated by AI, LLMs, and search engines that think like humans. We unpack what white hat link building actually looks like in 2025, why traditional press releases are outdated, and how AI is rewarding brands that build credibility, not just content.
You’ll learn why getting quoted in tier-one media matters more than ever, how digital PR helps you show up in AI-generated answers (not just Google rankings), and how small businesses can compete with bigger brands by earning trust at scale. Whether you’re doing your own outreach or hiring help, this conversation delivers actionable ideas to help your business stay visible, human, and relevant in the age of automation.
There’s a shift happening in digital marketing and it’s not just about SEO anymore. It’s about credibility. Trust. And showing up in places where both humans and algorithms pay attention.
That’s the big idea we unpacked with Chris Panteli and Nick Biggs, founders of Linkifi.io, on the latest episode of the Human-First AI Marketing® Podcast.
Here’s what we learned and why it matters for SMBs trying to compete without burning out or blowing the budget.
Backlinks Still Matter but So Does the Source
Let’s get this out of the way: backlinks aren’t dead. But how you earn them is what separates strong, lasting rankings from “spammy SEO slop.”
Chris and Nick make a clear case: earned media is the last white-hat link-building strategy worth betting on. That means getting quoted in credible publications like Forbes, Business Insider, or even industry-specific outlets not buying links, spinning blog content, or building fake listicles.
Why? Because Google’s not the only one watching anymore LLMs are, too.
AI Search Wants Real Brands, Not Content Farms
When someone asks ChatGPT, “What’s the best HR platform for small teams?” it doesn’t pull from your latest blog post. It pulls from citations in trusted media that mention you as an HR platform for small teams.
Nick explained that LLMs look for consistent messaging across reputable sources not just keyword stuffing or clever prompts. In other words, if you’re not being talked about somewhere credible, you’re invisible.
Let that sink in: In the age of AI, your brand’s reputation isn’t just about what you sayb it’s about what others say about you.
Press Releases ≠ PR (Anymore)
For many marketing directors still living in the “send it to PR Newswire” era, here’s your wake-up call.
Modern PR isn’t about announcements. It’s about earning relevance in conversations already happening. That means offering commentary on trends, contributing expert quotes to journalists, or sharing original research that adds value not just sending a press release about your new logo.
And yes, small businesses can do this without a massive PR team. You just need a unique point of view and a reason for someone to listen.
Newsjacking Isn’t Dirty, It’s Smart (If Done Right)
The guys also touched on newsjacking, jumping into timely stories with helpful commentary. And yes, it’s still considered white-hat, because the journalist decides whether to include your voice.
You can’t game the system here. But you can get your quote into articles that rank high in search and get cited by AI tools if you offer real value.
The key? Stay aware of trending topics in your space, and have your talking points ready. Journalists are hungry for expert input but only if it’s relevant, timely, and clear.
Why Podcast Guesting Might Be Your Best PR Move
Here’s a strategy that often flies under the radar: guesting on podcasts. It’s not just about exposure it’s about long-form, trust-building conversations that get transcribed, syndicated, and indexed across the web.
As I mentioned on the episode, every time you guest on a podcast, you earn a backlink, a quote, and a slice of evergreen content all in one go. And you don’t need to be famous; you just need something useful to say.
Human-First Takeaways for SMB Marketers
Here’s how to apply what we learned:
– Start thinking beyond traffic. Your goal isn’t just to rank, it’s to be cited and trusted.
– Be quotable. Nail your core messages, insights, and soundbites that journalists and AI tools can latch onto.
– Build PR into your content engine. Repurpose podcast quotes, expert commentary, and interviews across channels.
– Pitch ethically, help genuinely. Don’t force it. Offer value, and let the journalist decide if your voice fits.
–Don’t wait for a big brand moment. You don’t need a product launch or viral story, just a human point of view that helps people think differently.
Want to Be Found, Cited, and Trusted in 2025?
You don’t need to hire a big PR agency or fake your way into AI-generated lists. You just need a strategy that puts your expertise in the right places and scales it the right way.
That’s what we help our clients do every day at Avenue9.
Let’s build your human-first marketing system together.
