In this episode, Sophie sits down with Lucy -Jane Love, Marketing Director at Banyan Risk Group and Rowan Security, to talk about what it takes to successfully market in highly regulated, “not-so-sexy” industries—from risk management and security to finance and investment. Lucy discusses how to make content engaging, the types of LinkedIn posts that consistently perform best, and why she uses AI more for research and talking points than for writing. They also dig into platform strategy (why LinkedIn is the current home base, and why Lucy’s eyeing TikTok next), how her team manages quality control and fact-checking, and her best advice for anyone creating content for industries where customers aren’t exactly “excited” to buy. In this interview, you’ll learn:

• How to create engaging content inside strict compliance boundaries
• What types of posts perform best on LinkedIn for niche industries
• Where AI fits (and doesn’t fit) in regulated content workflows
• How to plan quarterly themes while staying reactive to real-world events
• A practical framework for finding angles when your niche feels “boring”

Connect with Lucy: www.banyanriskgroup.com

www.rowan-security.com www.lucylove.co.uk https://www.linkedin.com/in/lucy-jayne-love-a1a68aa8/

00:01 – Learn Niche & Restricted Content Marketing

00:29 – Explore Lucy’s Path in Risk Management Marketing

01:34 – Overcome Challenges in Regulated Industries

02:52 – Craft Compliant, Engaging Content

03:56 – Apply AI to Research & Insights

05:21 – Streamline Marketing Research with AI Tools

06:10 – Execute Strategy & Ensure Quality Control

07:05 – Plan Ahead While Reacting to Trends

08:26 – Manage Social vs Long-Form Content Efficiently

09:06 – Verify Accuracy with In-House Reviews

09:59 – Turn Client Insights into Safe Case Studies

11:10 – Reach High Net Worth Audiences on LinkedIn

12:25 – Start Video Content in Niche Markets

13:33 – Boost Engagement with LinkedIn Posts

15:04 – Maximize Reach with Cross-Platform Publishing

16:07 – Build Marketing from Scratch Successfully

16:58 – Discover Angles for “Unsexy” Niches

18:52 – Optimize Team Structure & Outsourcing

19:51 – Connect with Lucy & Learn from Her Work

20:30 – Apply Key Takeaways for Marketing Growth

🔬 Read the Full Test: https://web20ranker.com/seo-test/how-strong-is-the-impact-of-citations-and-signals-in-map-rankings/

🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/

🛠️ Tools We Used in Testing:

Local Viking: https://localviking.com/

SERPResults: https://serpresults.com/

Products Discussed...

Custom Signals: https://web20ranker.com/custom-link-building/

Welcome to the SEO Mad Scientist podcast, where we dive deep into testing SEO theories so you don't have to!

In this episode, Mike dives into our latest test to uncover "How effective is landing page optimization for your GBP listings?" Discover how we set up our test website, analyze GeoGrid data, and see the impact of on-page optimization on local SEO rankings. Mike also explores the role of AI-generated content, the correlation between brand terms and rankings, and the influence of small business-related keywords.

00:00 Introduction and Lack of Major Updates

01:28 The Importance of Single Variable Tests

03:18 The Impact of On-Page and Listing Optimization

06:03 The Value of Proper Optimization and Branding for Listings

08:21 The Effectiveness of Custom Signals

11:06 The Changing Landscape of SEO

Highlights From Episode 10 - The SEO Mad Scientist:

• The episode explores the impact of AI-generated content on Google Business Profile (GBP) rankings, highlighting a test where AI-created landing page content significantly influenced local SEO performance.
• A detailed analysis reveals the role of competitor parity and domain changes in SEO strategies, showing how these factors affect rankings and the importance of content structure and headings.
• The findings emphasize actionable insights and tips, including optimizing content beyond competitor metrics, understanding the importance of organic and local SEO alignment, and the impact of on-page updates on search engine visibility.

Read the full GBP Landing Page Onsite Test here: https://web20ranker.com/seo-test/google-business-profile-website-url-impacts/

🔍 Explore more SEO tests & submit your own test ideas: https://web20ranker.com/seo-mad-scientist/

🛠️ Tools We Used in Testing:

Local Viking: https://localviking.com/

SERPResults: https://serpresults.com/

Products Discussed:

On-page SEO: https://web20ranker.com/perfect-on-page-seo/

SEO Discussion: Mike Milas

0:00 Test introduction

01:00 Impact of AI-generated content tests

02:20 Effects of keyword-targeted content

03:40 Increasing competitor parity metrics

04:42 Heading changes on SEO rankings

06:58 Ranking impact of changing the domain

10:45 Organic rankings impact on local rankings

14:07 Considerations for Competitor Parity