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Generative Engine Optimization (GEO) Guide

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Media monitoring helps organizations stay informed about what’s being said across online news, print, broadcast, podcasts, and other media channels. Whether you're tracking brand mentions, measuring PR performance, monitoring competitors, or identifying emerging trends, our expert guides, best practices, and industry insights will help you build a smarter media monitoring strategy and make more informed communications decisions.

Discover expert media monitoring guides, best practices, and industry insights to track brand mentions, monitor competitors, and stay ahead of the news.

Media Monitoring: Guides, Best Practices & Industry Insights

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.

Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?

The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

How do customers interact with my newly launched product?

How do I increase the productivity of my employees?

How do I know if my marketing efforts are working?

We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.

So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.

But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!

But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.

We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

AI adoption is no longer the challenge—trusted context is. Most organizations have AI tools, but many still rely on disconnected, stale, or unverified data, limiting the quality and trustworthiness of AI-generated outputs. Meltwater MCP brings trusted, real-time intelligence into AI assistants.

Your Best Context is Already in the Room

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIn to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

A successful influencer marketing strategy requires data for optimal growth. It’s important to understand which factors are most impactful, and plan future campaigns accordingly. The Meltwater influencer marketing platform offers analysis capabilities for influencer marketing measurement, helping brands make the best decisions. Whether your goals are branding or conversions, it’s important to understand the many factors at play. In this exciting guest post, digital marketing specialist Shane Barker is breaking the different ways to drive conversion rates with influencers.

Rated as one of the fastest-growing online customer acquisition methods, influencer marketing has created quite a buzz among brands. Today, it has become a $1.7 billion industry.

87% of shoppers base their purchase decisions on their role models or those who influence them, aka influencers. Digital marketing agencies and brands understand that they have the power to move the needle.

But the problem is, most brands don’t know how to make the best use of influencer marketing to scale their conversion rates and impact their bottom line.

So, to make it easier for you to get around this problem, take a look at some influencer marketing campaign examples or read further and take a look at examples that show how influencer marketing has helped brands scale their conversion rates as much as 3X or even more:

1. Build a Brand Story Influencers Will Love to Share

2. Boost Your Conversion With Discount Codes

3. Turn Micro-Influencers into Brand Evangelists

4. Let Micro-Influencers Review Your Product

5. Measure Influencer Campaign True Reach

6. Use eComm Integration to Attribute Sales to Each Influencer Campaign

7. See the Dollar Value of Each Influencer Campaign Post with Predictive Value


Every brand has a story behind it and that includes yours. Your stories are your most powerful tool to find acceptance among your target audience and navigate your way to success.

If you think you don’t have a story, then perhaps you need some time to figure it out.

Stories connect with an audience instantly. It’s a powerful tool used by marketers to design user experiences. And you can improve your conversion rate with effective storytelling. Here’s an interesting example:

Zoe Rodriguez’s health and fitness company achieved 3.5x ROI from its influencer marketing initiative through effective storytelling around the brand.

The campaign was aimed at women who wanted to undergo a similar physical transformation. Most of the content was in the form of before and after pictures of people who have completed the program.

To get better results, they collaborated with health and fitness influencers. Brand collaborations with influencers who have established themselves as experts and thought leaders attract tons of engagement.

The first step in implementing this strategy is to find the best niche influencers for your brand. To simplify this process and amplify your marketing campaign, you can take the aid of various influencer marketing tools.

Once you’ve connected with influencers, you need to begin your influencer marketing campaigns and discount codes can be a great start. Everyone loves a discount. And when it’s on their favorite products or services, it gives all the more reason to act on their impulse. Discount codes encourage people to buy products they don’t want to miss out on, especially if the recommendation comes from someone they follow.

Create and share customized discount codes with influencers so they can share them with their audiences. People are more excited when they are given access to coupon codes exclusive or limited to a small group. It becomes more valuable to them because of the sense of exclusivity.

Followers feel compelled to take action to show that they belong to a tribe. It’s also a good way to keep track of performance when you are working with dozens of micro-influencers. This will help you understand which influencers are driving more sales.

NA-KD, a fashion brand, collaborated with Marieke Kazen, a micro-influencer with more than 16k followers on her Instagram account. She shared a photo featuring NA-KD’s fashion brand clothing line on Instagram.

It got more than 1500 likes and over 100 comments. In her post, Marieke Kazen shared the details of how her followers can get discount coupon codes.

Micro-influencers are regular consumers. The only difference is that they are vocal about their customer experience and have more substantial followings.

They document and share their first-hand experiences on various social platforms. This authentic content is extremely valuable for consumers because they offer insights and cover topics that are hard to find anywhere else.

That’s the reason they have a huge tribe of followers. Their followers trust their advice and base their decisions on the content they produce. That way, they won’t have to try several products themselves to find out which one is better.

But if brands cover the same topics, they are perceived as less trustworthy, because they will obviously be biased in their opinions and approach.

Micro-influencers don’t always get paid for the content they produce day in and day out. They often do it out of their own conviction for products they use and are often willing to promote them.

They can be your biggest brand evangelists if you can win their trust and turn them into true fans. When that happens, it will show up in the content they produce. That’s precisely the reason why micro-influencers are capable of achieving 22.2X conversion rates and sometimes even more.

Lyft is a ridesharing app just like Uber. Because of a very broad target audience, their biggest problem was finding the right influencers with whom to partner. 

Using various Instagram marketing tools, they were able to scale this campaign by including over 1000 influencers, from celebrities to micro-influencers. The idea was to create a buzz that would make it seem like everyone was talking about Lyft.

Guess what? Not only did they garner more than 6 million engagements, but they also became the most-mentioned brand of 2018.

Here is an example of one post from that campaign created by a micro-influencer, Maggie Baugh. She is an indie country artist with a very modest follower base of 90k. However, she has a very impressive engagement rate.

For Lyft’s ridesharing app campaign, she posted a picture with a Lyft scooter.

78% of people trust online reviews and take them as recommendations. The product mentions and suggestions that come from influencers have a great impact on their followers, regardless of whether they buy or not.

It also helps build a positive perception of the product in the minds of consumers. It gives them something to share when the discussion around your product comes up among their friends and family.

Many online shoppers intently search for product reviews when they want to consider the pros and cons of different products and choose the best option. Most product reviews are from niche-specific micro-influencers and are highly trusted by their followers. Getting your product reviewed by micro-influencers in your niche will help your product win the trust of your target audience. Learn more about micro-influencers and how to find them.

To get micro-influencers to review your product, you will have to either send them some samples of your product or invite them to try your services for free. Just let them know that, in return, you want them to share an honest and genuine review of your product or services.

People can quickly spot product reviews that are too promotional. Authentic product reviews stand a better chance to win over a new audience. When influencers aren’t hesitant to mention a negative aspect of your product, it helps reinforce the positive things they say as honest and genuine.

My First Trendy Butler Box | vs Five Four Club Unboxing and Review

Trendy Butler, a monthly apparel subscription for men, sent out their subscription box for free to Kavalier, a YouTuber with around 6,500 subscribers. Kavalier created an unboxing video of his experience and shared it on his channel. He provided his honest review to his viewers.

The video also included a disclaimer in the description section. It mentioned that, although the company sent the box to him for free, they hadn’t paid anything extra. This made the review authentic and more believable.

Tip: Learn more about influencer gifting.

In influencer marketing, True Reach refers to the number of people who are exposed to the influencer’s content. We calculate True Reach by identifying the average number of users who view a piece of content.

True Reach is one of several performance metrics available in Meltwater Influencer Marketing. (Others include engagement rate, Meltwater's brand score, and Meltwater's influencer score.)

Using True Reach as a decision driver helps brands ensure their influencers’ content will be seen by the right people. An influencer might have 2 million followers, but you also need to know how many of those followers are real, active, and seeing and engaging with the influencer’s content.

When planning your influencer campaign, you’ll want to determine your shoppers’ interests and connect with influencers who share those interests. From there, you can use True Reach in Meltwater to discover shoppers who are most likely to convert. 

For example, if you’re a fitness brand and want to reach consumers who care about work/life balance, you can use True Reach to find relevant influencers whose audiences share these attributes.

We have enhanced our True Reach capability to also include Verified True Reach. This metric applies to authenticated Instagram influencers. The Verified True Reach metric will auto-calculate the influencer’s reach and show the reach of their last 30 posts and Stories. This gives you an accurate estimation of an influencer’s real-time performance and shows how many users they’re reaching, allowing you to enter collaborations with confidence.

Meltwater's True Reach uses machine learning to predict the number of real people who see this influencer’s content, on average. You can view True Reach of each social media network as well as compare the true reach of different influencers with similar audience sizes.

Meltwater Influencer Marketing's eComm integration allows you to accurately track sales generated by individual influencers. This gives you a clear comparison of how your influencer campaign is impacting your sales month over month. There are a few pieces to this process. 

For starters, if you sell products online, chances are some of your customers are already effective “influencers” for your brand. You have an existing network of customers who have already had the benefit of trying your products and falling in love with them. They’re probably even sharing all the great things about you with their own audiences, even if they don’t qualify for “influencer status.”

Identifying and Engaging Brand Ambassadors

Meltwater Influencer Marketing helps you identify existing brand ambassadors so that you can strike up conversations and form lasting partnerships. You can assign each influencer a unique coupon code, tracking link, or offer they can share with their audience. All sales that come from those codes or links will be directly attributed to the influencer, so you can see at a glance the impact they’re making on your ROI.

The campaign reporting tool automatically aggregates and analyzes influencer campaign performance. See all your most important KPIs at a glance, including reach, engagements, and earned media value.

After laying the groundwork in seeing how your influencer campaign will perform, you can activate your ambassador program and manage all aspects of the campaign. We suggest starting with an influencer marketing brief that will outline the influencer’s requirements, legal agreements, payment terms, and other details. We provide a campaign brief template you can customize to your brand and influencer campaign. (See an example below.)

Additional requirements and details you might include are:

Connecting the influencer’s Stories or YouTube channel

Request for contact information for product gifting

Requirements for sending content for approval prior to posting

Links to drive traffic to a specific landing page

Creating this brief is one of the best ways to ensure alignment between your brand and influencer partners. It should clearly outline the influencer campaign objectives, expectations, timelines, deliverables, and payments so there’s something certain you can go back to if questions arise.

7. See the Dollar Value of Each Influencer Campaign Post with Predictive Value

Every piece of content your influencers create on your behalf has value. That value might be worth far more than what you’re paying your influencers in terms of free products and/or sales commissions. You can know this value with certainty with Meltwater Influencer Marketing's Predictive Value.

The Predictive Value feature provides an estimated dollar value of the impact of your influencers’ posts. This way, you can confidently determine the effect that influencer marketing has had on your top line.

Predictive Value is part of Meltwater Influencer Marketing's Predictive Mode, which helps you predict the success of your campaign before it goes live. You can anticipate campaign outcomes prior to engaging influencers, allowing you to make the right connections the first time.

Predictive Mode identifies a number of success indicators you’ll use to measure the overall impact of your influencer campaign. Your campaign KPIs are dependent on the goals of your influencer campaign. 

For example, if you want to increase sales, then conversions would be a relevant KPI. If you want to increase brand awareness, then Impressions would be a telling KPI.

Go to Campaigns in the Influencer Marketing platform.

Meltwater Influencer will calculate the predicted outcome of your campaign based on a range of metrics and factors. 

Click the Share menu, then choose Export Predictive to save the predictions in a .csv file for future reference.

Ultimately, you’ll use Predictive Value and other data in Predictive Mode to decide which influencers to partner with and which deliverables will get you the highest campaign ROI. These data points can be helpful in negotiating with influencers and determining a budget for the influencer campaign. Many of our clients use these points as a scorecard to compare the actual campaign results. 

However, these predictions should not be a replacement for your end-of-campaign reporting. You will also want to generate a report that quantifies the campaign and the impact of each influencer and each post. You can see these reports and results under the Performance tab in the Meltwater Influencer platform.

Influencer marketing is a great way to boost conversions and drive sales for your business. But since every business is different, there is no blanket go-to strategy that is applicable to all.

Influencer marketing involves a more personal approach.

The strategies and real-life examples we have given above should help you start thinking in the right direction. Take them with a pinch of salt to come up with your own influencer marketing plan. Just make sure you pick the right influencer and the platform that resonates most with your target audience.

7 Ways to Boost Your Conversion Rate with Influencer Marketing

So, you think you can go viral? Want to turn your epic blog posts, TikTok skills, and mirror selfies into serious cash? If so, then becoming a content creator might be a great career path for you.

Content is a cornerstone of digital marketing. Brands need content to stay connected with their audiences, drive traffic to their websites, and put their products into perspective. That takes a lot of work — and a whole lot of brainstorming. 

Being a content creator means taking on most of this heavy lifting to help companies expand their in-house teams and resources while earning themselves a paycheck.

Sound like a plan? Read on to learn more about how to become a content creator and what you can expect from this type of work.

Skills You Need to Become a Good Content Creator

How to Become a Content Creator, Step By Step

Success Tips for Becoming a Content Creator

How Meltwater Influencer Marketing Can Help You Become a Digital Content Creator

Tip: Learn more about the TikTok Creator Fund, learn How To Negotiate As A Creator, and get the basics of influencer marketing right.

Let’s define: A content creator is someone who creates digital content for a living. They may create content on behalf of brands, companies, or clients that commission content for marketing purposes. Or they create content for themselves and build their own audience as a way to generate revenue.

These days, people consider content creators as those who publish digital content to their own channels, such as blogs or social media accounts. But painters, journalists, authors, musicians, and sculptors are also content creators. Sometimes, content creators are also referred to as influencers.

For the purpose of this guide, we’re going to focus on how to become a digital content creator but here you can read more on the question of what is an influencer?

There’s more than one type of digital content, so there’s more than one way to become a content creator. Examples include:

Each of these types of content creators specializes in different content formats. You might also cater to different audiences. Someone might prefer reading a blog post vs. watching a YouTube video on the same topic, for example. 

Deciding which type of content creator to become depends on your interests, skills, preferred topic areas, and desired audience.

Being a digital content creator has its perks, especially if you want to turn your passion into a full-time career. 

On average, a content creator earns about $51,055 per year, according to Glassdoor. 

Zippia estimates the average content creator salary to be $61,988, based on an average hourly rate of $29.80.

However, the actual pay can be much higher, depending on the type of content you create and the brands you work with. Also, as you gain experience in content creation, you can command a higher rate. For creators just starting out or working freelance, it’s important to know how to show proof of income without pay stubs, since many platforms or brand deals may request verification of earnings even if you don’t receive formal paychecks.

For example, two million creators on YouTube, Twitch, and Instagram are bringing in six-figure salaries each year.

Another content creator, who specializes in user-generated content (UGC), is also commanding a six-figure salary — and content creation is a side hustle for this person. It’s also possible to become a 7-figure or even 8-figure influencer with the right niche and skills.

Tip: Check our Influencer Pricing Guide and Influencer Rate Card to learn the going rates for a digital content creator.

Bottom line: There’s definitely some money to be made here. And it all starts with knowing how to create and monetize your content.

You don’t need a college degree or years of experience to become a content creator, but you will benefit from a few key skills.

First up, you’ll want to know a thing or two about content marketing and content strategy. Content is the key ingredient in content marketing. Its purpose is to bridge the gap between brands and their audiences in a way that provides information, adds value, and encourages action. Creating content for the sake of content just isn’t enough.

You’ll also need to hone your skill set related to the type of content you want to create. For example, if you want to be a YouTuber, you’ll need strong editing skills. Knowledge of SEO is also helpful along with knowing how to monetize your channel.

Tip: Learn how to optimize your YouTube videos for search

For copywriting, you’ll need good grammar and spelling, a developed tone and style, and knowledge of SEO to help people find your content.

All content creators can benefit from the following skills:

If you don’t tick all the boxes yet, you can still become a successful content creator. Make a list of the skills you need to develop, then consider reading blogs, watching videos, or taking online courses to learn them.

Got your skills ready? Then you’re prepared to take a leap into becoming a content creator. Here’s how to jumpstart your career:

Before you dive headfirst into content creation, you need to decide what you’re creating and for whom you’re creating it. You need to align your content choices with your audience.

Choosing a niche and an audience go hand in hand. This way, you become known for being an expert in a certain area (think beauty, the outdoors, natural wellness, etc.) and will have an easier time building a following who is interested in that topic.

Once you know what to talk about, you’ll need to choose how to deliver your messages to your audience.

As we mentioned earlier, content comes in a range of formats — podcasts, videos, blogs, etc. Or you could boil your choices down to text, image, audio, and video.

Many content creators choose more than one format to help expand their reach. That’s fine, but first-time content creators may end up stretching themselves too thin. It’s best to choose one format at first, then grow into other formats as you become more established.

Channel and format aren’t the same thing. Different channels support different content formats — for example, you can post videos to Facebook and YouTube, but you can’t do the same for written content.

Think about the channels available for your specific content format. From there, you can choose the best places to share your content to grow your audience and reach.

Use this quick reference chart to get the wheels turning:

A brand’s voice and content style help to make its content more memorable. It stands out from similar content and gives people a reason to follow you versus another content creator.

As you’re creating content, you’ll want to ensure it aligns with the voice and style you specify. Make a checklist or rubric of the things your content should contain, such as a tagline, tone of voice, or specific colors for visual content.

With your audience in mind, start coming up with content ideas that will help you attract followers and give people a reason to listen to you. Once you make content, you can publish it to your channels and promote it to get more eyes on it.

This is a commonly missed step when it comes to becoming a content creator, but it can ultimately help you grow faster — track how your content performs.

Content is only useful when people see and engage with it. Depending on the channel, you can track things like views, reach, engagement rate, and clicks. Engagement indicates people are responding to your content. A high reach but low engagement could indicate the right people aren’t seeing it, or your content may not have caught their interest.

See which marketing metrics your channel(s) can track so you can tweak and refine your content for next time.

As you create more content, be sure you save your best and highest-performing pieces in a portfolio. Your portfolio will help you land clients or brand partners to help you grow your revenue.

The Meltwater Blog

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How to Become a Successful Content Creator and Influencer

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