Ryan Paul Gibson

content lift

We help B2B businesses run investigative customer interviews,
so they can build a more qualified pipeline,
and avoid wasting money on go-to-market activities that don't influence buyers.

We map out a customer's entire journey in their own words.
We find the hidden reasons people are buying your product.

The data helps you make smarter choices with marketing budgets. 
It helps uncover ideas for messaging, campaigns, content and copy.  

All the stuff we do: 

* Primary Buyer/Market Research 
* Voice of the Customer Work
* Brand Perception & Identity
* Subject Matter Expert Interviews

Founder

RPG Marketing 

I work with B2B marketing teams as a fractional senior marketer,
helping build, launch and maintain marketing programs.

The benefits of hiring a part-time senior marketer are:
* Flexibility: I can work on a variety of projects, rather than one deliverable 
* Cost savings:  A senior skill set without an increase in headcount
* Dependability: I'm in independent contributor who can balance strategy and execution

My specialty is research, content and product marketing.
Some of the projects I've worked on for clients:

* Buyer & market research, gathering insights to create new personas and messaging
* Development of content strategies to support the entire customer lifecyle 
* Thought leadership and strategic narrative development with C-Suite 
* Sales enablement programs
* Copywriting for paid search, landing pages and other high-conversion content.
* Traditional PR activities with trade media and other communications tasks 
* Original research for whitepapers, ebooks and other content formats 

Happy to chat, walk you through these various projects and see if I can help in any way.

Fractional Senior Marketer

Invest Ottawa

I teach early-stage entrepreneurs the fundamentals of customer discovery. We cover: 

- different methodologies like Jobs to Be Done and Lean Canvas 
- different types of customer research
- how to define your research objectives and find potential buyers
- how to conduct 1:1 interviews with examples from projects I've run

Mentor - Customer Discovery

GrowthMentor

Mentor - Customer Research 

Rewind

Working with the CMO and the rest of the marketing team, I help the company refine it's go-to-market strategy and oversee special projects.

Senior Marketing Consultant

Managing content team & company strategy.

Head of Content (Interim)

Helping the company with Messaging, Content, PR & Branding as they build out their core team. I have led or assisted in the following projects: 

* Messaging frameworks for multiple products
* Customer research  
* Content strategy
* Tone & voice documents
* Audits & analysis of organic channel performance 
* Overseeing contract writers
* Creation of lead magnets (Reports, Ebooks, etc)
* Customer case studies 
* Content for product launches
* Sales enablement materials

Senior Marketing Specialist

Perth Brewery

Giatec | Smart Concrete Testing Technologies

Member of the senior leadership team, reporting directly to CEO.

Led development of annual operating plan for marketing, ensuring marketing activities aligned with overall business strategy.

Oversaw a team of six direct reports, responsible for Lead Generation (SEO, PPC, Content), Social Media,  Graphic Design and Web Development.

Worked with the product, sales and customer success teams to refine the go-to-market strategy and positioning of core product lines.

Created preliminary key messaging documents, brand guides and buyer personas.

Interviewed customers for success stories and content ideas; during tenure as manager, organic traffic increased on average 175% YOY.

Built relationships with industry analysts and trade media; successfully achieving media coverage goals in annual operating plan. 

Oversaw execution of tradeshows and events.

Worked with designers and UI/UX to improve customer experience and increase conversions on key landing pages.

Copywriting for google ads, landing pages and other high conversion content.

Marketing Manager

Entrepreneurs, Tech, Jobs. Rinse. Repeat.

Helped shape and execute marketing plans, to meet the strategic objectives.

Oversaw creative development of local, national and international campaigns.

Chief architect of the “Work in Ottawa” Campaign, which generated over six million unique impressions through our digital tactics.

Member of Amazon HQ2 Task Force Marketing Committee

Senior Marketing Strategist

Manager, Marketing & Content Strategy

Dan Rascal

P/T with Ottawa's strongest & spiciest video creative agency. 

http://danrascal.com/

Consultant

Northern Army

I help B2B businesses run customer interviews that don't suck / Founder @ content lift 🎈

Today B2B buyers spend most of a buying journey,
figuring stuff out on their own.

They spend weeks, months or years.
Trying to solve problems.
Evaluating solutions.
Trying to determine what’s credible.
What makes sense for them? 

Data from your dashboards & CRMs can help. 
Yet it’s a fraction of the buying story.
And this data typically measures the end.

Marketing teams have to influence the ENTIRE buying journey.
If you don’t have a detailed understanding,
of HOW and WHY you best fit buyer buys,
Then you will FAIL to influence their buying decisions.

In-depth customer investigations (aka interviews),
are the best process for reverse engineering the buying journey.
And the best source of data,
To build marketing & sales programs that win new business. 

Yet B2B teams struggle with this.
They tell me:

- We don't have experience in it
- We don't know how to be unbiased
- We struggle with how to use the insights
- We don't have the bandwidth
- We don't want to bother our customers
- We did it before and hadn't seen the value
- Honestly, it can be intimidating

It's hard out there for a marketing team
Always guessing.
Always spending $$.
Rarely moving the needle.

🤔 HOW I CAN HELP:

I help B2B marketers run better customer research interviews 🕵️‍♂️

After working with me you will have:
*  A reversed engineered buying journey, in the words of your ideal client
* A list of the business triggers & motivations for your target buyer (ICP)
* Insights on how to spend marketing $$$
* Possible solutions and action items for each insight
* Fresh messaging, campaign & copy ideas.

🤔 HOW WE CAN WORK TOGETHER:

There are three ways:
* I can run a turnkey research project for you ($$$)
* I can interview your customers & hand over the content ($$)
* I can teach you how to do it ($)

You can read my ONE case study in my "Features" section.

🤔 WHY ME:

I've logged 21+ years in Marketing, Branding & Communications.
I spent 3 years working as an investigative reporter.
I've interviewed over 1900 people in my career.
I've worked with over 100 businesses of all shapes and sizes.

👋 SAY HELLO!

- Feel free to DM me here on LinkedIn
- Send an email to ryanpaulgibson@contentlift.io
- Visit my website: https://www.contentlift.io/

We help B2B marketing teams run investigative customer interviews. 

We map out a customer's entire journey in their own words.
We find the hidden reasons people are buying your product.

The data helps you make smarter choices with marketing budgets. 
It helps uncover ideas for messaging, campaigns, content and copy.  

All the stuff we do: 

* Primary Customer Research 
* Brand Perception & Identity
* Subject Matter Expert Interviews

ESOMAR

ESOMAR member

Pavilion

Associate

Semrush

Senior Market Research Manager

SEMrush

Head Of Communications

- Attend and speak on SEMrush behalf at 30+/year Digital Marketing conferences and events globally 
- Conduct 50+ workshops and masterclasses organised by SEMrush and in collaboration with marketing business schools
- Develop dynamic conference speeches on key industry topics based on deep research data and over five years of practical experience in online marketing 
- Develop content narratives and evangelize SEMrush brand and powerful marketing platform to digital marketers via both online and offline channels 
- Contribute articles to Hubspot blog, Marketing and Web, Marketing Directo and PR Noticias

Corporate Speaker and Evangelist

- Introduced early adopters and influencer marketing as the key element of SEMrush global marketing strategy in 2013
- Built from scratch and maintained a network of strategic partnerships on key markets 
- Strategized and coordinated influencer marketing campaigns from concept to execution
- Selected, tested and adopted for company needs a toolbox for effective influencer marketing campaigns and partnership management 
- Hired, trained and mentored partnership and community management team (social media and influence marketing specialists). 70% of team members were later promoted to manager positions inside the company

Head of International Partnerships 

- Developed and implemented market entry strategy for digital marketing software (SEO & SEM target) in accordance with brand’s global marketing strategy and objectives
- Hired, trained and and developed a team of 5 cross-functional marketing specialists and 2 remote employees, ensuring performance and effectiveness of every team member via performance reviews, coaching and mentoring
- Got brand into the leading market position by tailoring SEMrush’s global marketing strategy to the local characteristics, developing successful marketing channels, implementing lead generation and growth strategies
- Implemented Agile marketing process within the team and brought an Agile mindset to marketing campaigns
- Created and coordinated multi-channel product marketing campaigns and projects including content, social media, email marketing, webinars, PR and influencer marketing 
- Cultivated strong relationship with key industry players and thought leaders, maintained understanding of latest market opportunities and trends and inspired the team with these possibilities

Team Lead Marketing Team Spain

SeoQuake Team

- Develop and execute effective marketing strategies and campaigns. 
- Conduct market research and analysis to identify target audiences and competitors. 
- Create and manage marketing budgets. 
- Oversee the development of marketing materials and collateral.
- Collaborate with cross-functional teams to align marketing efforts with overall business goals.
- Monitor and analyze marketing metrics to assess the effectiveness of campaigns. 
- Stay updated on industry trends and implement innovative marketing approaches. 
- Build and maintain relationships with customers, partners, and key stakeholders. 
- Manage and supervise marketing team members.

Firebird Tours

- Building and maintaining relationships with travel clients to understand their needs and preferences for travel packages.
 - Collaborating with clients to identify and recommend suitable travel packages based on their preferences, budget, and travel requirements.
- Utilizing Salesforce CRM to manage and track client interactions, preferences, and sales opportunities. - Developing and presenting tailored travel package proposals to clients, highlighting the key features, benefits, and value.
- Negotiating pricing, terms, and conditions with clients to ensure a mutually beneficial agreement.
- Managing the sales pipeline within Salesforce, tracking leads, opportunities, and conversions. 
- Coordinating with internal teams, such as operations and customer service, to ensure smooth and seamless delivery of travel packages.
- Following up with clients after the sale to ensure satisfaction, address any post-sales inquiries, and solicit feedback.
- Providing ongoing support and assistance to clients throughout their travel experience, including itinerary changes, special requests, and issue resolution.
- Keeping abreast of industry trends, travel destinations, and competitive offerings to provide informed recommendations and insights to clients. 
- Participating in sales meetings, training sessions, and professional development activities to enhance knowledge and skills in travel sales and Salesforce CRM.

Account Manager

Senior Market Research Manager | Expert in Corporate Communications & AI Strategy | E-commerce & Performance Marketing Awards Judge | Strategic Partnerships Leader

With over a decade of experience in digital marketing, I am a Senior Market Research Manager at Semrush, a leading online visibility management SaaS platform. I have developed a deep understanding of the market trends, consumer behavior, and competitive intelligence that drive business growth and performance. I use data and analytics to help individuals and organizations leverage the power of marketing to achieve their goals and optimize their online presence.

As a global speaker and influencer, I share my expertise and insights on various aspects of marketing, such as marketing strategy, Go to Market, inbound marketing, social media marketing, product marketing, and marketing communications. I have spoken at prestigious conferences and events around the world, such as DigiMarCon, Brighton SEO, AffiliateWorld, SMX, Digital Summit, TES Affiliate, InOrbit, and many more. I have also been featured by CNBC, Bloomberg, and FoxNews on data analytics and its impact on business. Additionally, I have served as a judge for the Germany E-commerce Awards and the US & and UK Performance Marketing Awards and organized and implemented communications strategies for several companies, including Semrush. 

I am passionate about learning new skills, exploring new markets, and collaborating with diverse teams and partners. I have lived and worked in different countries, such as Bolivia, Spain, Russia, Czech Republic, and the USA, and I speak three languages: Spanish, Russian, and English. I am always looking for new challenges and opportunities to grow and contribute to the marketing community.

Fernando Angulo

SEO in 2025 has a new rule:

If your tools are outdated, your strategy will definitely fail.

AI changed how people search.
They ask ChatGPT, Gemini, and Perplexity.

But never visit your website.

Traditional SEO tools fail to track that.

That’s why your tool stack needs an upgrade.

Here are 10 updated SEO tools built for your crucial tasks:

1. Keyword Research

→ Finds real conversational queries
→ Perplexity does it better with semantic topic discovery

2. SERP & AI Visibility Tracking

→ Tracks where you appear across search surfaces
→ AI Overview Monitor covers Google + AI answers

3. Metadata Optimization

→ Improves clarity and ranking signals
→ Claude rewrites metadata with entity awareness

4. Content Gap Analysis

→ Shows what competitors answer that you don’t
→ Perplexity reveals missing questions at the prompt level

5. Competitor Analysis

→ Shows who’s winning in your space
→ SE Ranking tracks competitor visibility in AI answers

6. Topical Authority Building

→ Helps you cover your topic deeply
→ ChatGPT maps entities and related concepts in seconds

7. On-Page Optimization

→ Fixes structure + readability
→ Claude restructures content in an AI-friendly format

8. Brand Mentions Tracking

→ Shows where your brand appears online
→ Profound shows where AI tools mention you in answers

9. Keyword Clustering

→ Groups keywords by meaning
→ ChatGPT clusters by semantic intent, not just similarity

10. Content Brief Creation

→ Builds outlines and research
→ Claude generates full briefs aligned with search + AI needs

But managing so many tools is a challenge in itself.

That’s where Semrush One comes in. 

It gives you:

→ Unified Visibility Tracking
→ Cross-Toolkit Integration
→ AI-powered Actionable Insights
→ Always Up-to-Date Data

Under one simple dashboard.

Try SemrushOne Today free for 7 days
(Link in the first comment)

Senior Market Research Manager | AI-Driven Insights & Digital Experience Strategy | Thought Leader in Content Intelligence, SEO & Consumer Trends

Free Barcelona Event | Dec 4 | Predictive Commerce 2026 (Semrush × Euromonitor)

Most marketers will react to 2026.
A few will predict it — and take market share early.

If you’re planning 2026 strategy right now, this evening is for you.

AI didn’t just add tools to e-commerce.
It rewrote how people discover, decide, and buy.
The advantage now belongs to the teams reading signals before they become trends.

Predictive Commerce 2026: How AI Is Transforming E-commerce & FMCG
Speakers:

Fernando Angulo (Semrush) — Traffic, channels, AI discovery signals
Rabia Y. (Euromonitor International) — Global FMCG shift & consumer forces

📍 Location: Pier 07, Palau de Mar (5-min walk from Barceloneta L4)
🗓 Date/Time: Thu Dec 4 • 18:00–21:00
🌍 Language: Presentations in English • Networking EN/ES
🎟️ Free, in-person — limited seats

Agenda
18:00 — Doors open + welcome
19:00 — Keynotes
19:45 — Joint Q&A
20:00 — Networking (drinks + snacks)

What you’ll walk away with (practical, not theory):
✅ How to turn traffic + market signals into predictive moves before competitors spot the pattern
✅ Where Spain & mature markets are heading next — using emerging-market signals
✅ The hidden AI opportunities reshaping competitive FMCG ecommerce (300+ brands, 15 markets)

This is not a sales pitch.
It’s a data-backed research debrief from The State of FMCG Ecommerce 2025 — with frameworks you can apply immediately.

We already have 40+ confirmed leaders across FMCG, retail, and ecommerce.

We’re almost full. If you want a seat, register now — we’ll close the list before Thursday.
👉 https://luma.com/mmqjvrar

Coming? Drop a ✋ and tell me what category you’re in — I’ll introduce you to the right people at the terrace.

#PredictiveCommerce #AIMarketing #Ecommerce #FMCG #DigitalStrategy #Barcelona #MarketingIntelligence

The biggest trust engine online isn’t Google.
Not even YouTube.

It’s Reddit.

Reddit is where real opinions live.
Real reviews.
Real buying decisions.

And here’s what most people miss:

Reddit threads rank on Google.
They show up in AI answers.
They influence customers before they even reach your site.

Yet most brands never show up there.
They leave the conversation wide open.
And competitors control the narrative.

If you want an unfair SEO advantage in 2025,
Go where trust is built, not where ads are forced.

▶️ Read this carousel to get started with Reddit

How to Use Reddit

Free Barcelona Event | Dec 4 | Predictive Commerce 2026

Most marketers are playing catch-up. The smart ones are already building 2026 strategies. Join them.

🎟️ Free in-person event | Presentations in English | Networking in English/Spanish

If you're building 2026 strategy right now, this evening is built for you.

Here's what changed: AI didn't just add features to e-commerce—it rewrote how customers discover, decide, and buy. The gap between "reacting to trends" and "predicting what's next" is now your competitive moat.
The question isn't whether AI is reshaping commerce. It's whether you'll be ahead of it or behind it.

Predictive Commerce 2026: How AI Is Transforming E-commerce & FMCG
With Semrush x Euromonitor International

Speakers:
 Fernando Angulo, Senior Market Research Manager at Semrush
 Rabia Y., FMCG Research Lead at Euromonitor International
📍 Pier 07, Palau de Mar (5-min walk from Barceloneta L4 metro)
 🚇 Public transport recommended | Limited street parking available
 ⏰ December 4th | 18:00–21:00

Agenda:
18:00 — Doors open + welcome coffee
 19:00 — Keynote presentations
 19:45 — Q&A + panel discussion
 20:00 — Networking with drinks & snacks

What you'll take home (actionable intel, not theory):
→ How to turn traffic data into predictive moves before your competitors see the pattern
→ Emerging market signals forecasting where Spain and mature markets are headed next
→ Hidden AI opportunities in competitive markets—backed by data from 300+ brands across 15 markets

This isn't a sales pitch. It's a research debrief on "The State of FMCG Ecommerce 2025"—real signals you can apply to your strategy starting December 5th.

This is for:
 Marketing leaders | E-commerce strategists | Brand managers | Growth teams—anyone building go-to-market for 2026 while others are still closing out 2025.

Register here (quick approval within 24h):
👉 https://luma.com/mmqjvrar

Registrations are coming in daily. Don't wait—secure your spot now.
Coming? Drop a "✋" below and let's connect in person.

Hope to see you December 4th at Pier 07.
#PredictiveCommerce #AIMarketing #Ecommerce #DigitalStrategy #Barcelona #MarketingIntelligence

Excited to be back in Berlin next week for the Berlin SEO & Content Club, co-hosted with Semrush! 🎯

The timing couldn't be more interesting—this will be one of my first public appearances since Adobe's acquisition of Semrush was announced, and I'm looking forward to discussing what this means for our community while diving into a topic that's reshaping how we think about SEO success.

I'll be presenting "Zero-Click Content Strategy: When 70% of Queries Never Visit Your Website (And Why That's Your Opportunity)"—exploring how the rise of AI-generated answers, featured snippets, and answer engines isn't the end of content marketing, but rather a fundamental shift in how we create value and build authority.

The lineup is fantastic:

Tina Reis on AI for Content Creation
Bert-Jan Vos on how Digital PR is becoming crucial in the age of AI Search

And a special note: this marks the 10th edition of the Berlin SEO & Content Club! 🎉

If you're in Berlin and working at the intersection of SEO, content, AI, or GEO, I'd love to see you there. Tickets are going fast—link in the comments.

See you in Berlin! 🇩🇪

#SEO #ContentStrategy #AISearch #ZeroClick #DigitalMarketing #Berlin

Managers chase A-players hoping they’ll save everything, but here’s what actually happens:

The star wants the spotlight.
The team becomes dependent.
Others stop growing.
Star leaves.

And you’re back to square one.

That’s not leadership.
That’s dependency.

You lose time.
You lose trust.
You lose belief in your own people.

Great leaders don’t hunt for A-players.
They build environments where ordinary people do extraordinary things.

Here’s my 5-step SHINE Framework to make your team shine:

1. See their strengths (not just skills)

Stop forcing people into roles.
Watch how they naturally solve problems.

Everyone has a hidden strength and your job is to find it.

2. Help them own outcomes (not just tasks)

Don’t just assign work. Explain the “why.”

When people own outcomes, they care more.
They stop waiting for direction and start driving results.

3. Invest in growth (not just performance)

Performance talks about the past.
Growth talks about the future.

Ask what they want to learn, not what they missed.

4. Name their wins publicly

Recognition isn’t a nice-to-have. It’s fuel.

Celebrate small wins in front of others.
Send public thank-you notes.

People repeat what gets celebrated.

5. Exit the spotlight

The best leaders don’t need the stage.

Let your team present.
Let them take the calls.
Let them shine.

Their growth is your success.

When you lead this way, your team will:

→ Stay longer (retention goes up)
→ Perform better (engagement rises)
→ Attract talent (hiring gets easier)
→ Become leaders themselves (your legacy multiplies)

That’s how rockstars are built.
Not hired but grown.

So stop searching for the perfect team.
Start building the conditions that make your team perfect for you.

♻ Share this post with your best manager ever

⬆️ Follow me for more leadership insights that help you grow people

AI is rewriting the rules of marketing but there’s one advantage it will never have:

It can’t think like your customer.

It can’t feel urgency.
It can’t feel trust.
It can’t feel desire.

But YOU CAN.

Marketers who master this human edge will win the future.

Here are 10 cognitive biases that give you an unfair edge:

1. Social Proof
↳ People follow people.

→ Show real users, real stories, real outcomes.
→ Let proof speak louder than promises.

2. Authority Bias
↳ We trust credible experts.

→ Highlight certifications, endorsements, or experience.
→ Build trust without exaggeration.

3. Anchoring Bias
↳ The first number shapes every decision.

→ Use honest comparisons.
→ Present information clearly, not manipulatively.

4. Loss Aversion
↳ Losing feels worse than gaining.

→ Frame value as protecting, not scaring.
→ Use urgency only when it’s real.

5. The IKEA Effect
↳ We value what we help create.

→ Personalize experiences.
→ Let customers feel ownership of the outcome.

6. Reciprocity
↳ When you help people, they want to help back.

→ Give value first — tools, insights, templates.
→ Build trust before asking.

7. Scarcity Bias
↳ Limited = desirable.

→ Use true scarcity, never fake pressure.
→ Protect your reputation at all costs.

8. Familiarity Bias
↳ We choose what feels familiar.

→ Repeat your core message consistently.
→ Make your brand recognizable instantly.

9. Fluency Effect
↳ Easy information feels more trustworthy.

→ Use simple words.
→ Make every message readable in 5 seconds.

10. Confirmation Bias
↳ People believe what matches their worldview.

→ Start where your audience already is.
→ Guide them from familiarity to insight to action.

AI can amplify your reach.
But your understanding of human behavior will make your marketing unforgettable.

If you're a founder, hire people who understand these principles.
If you’re a marketer, start applying these and you’ll see results immediately

Now is the time to level up the psychology behind your craft.

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The Battle

Ryan Paul Gibson

Fernando Angulo

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The Battle

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Fernando Angulo

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Fernando Angulo's LinkedIn Performance

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