Podcast Summary

Podcast: Voices of Search // A Search Engine Optimization (SEO) & Content Marketing Podcast
Episode: Invest more in email automation or expanding affiliate programs?
Date: October 31, 2025
Host: Tyson Stockton
Guest: Patrick McKenna, DMI Partners

Overview

This episode explores the intricate relationship between email marketing, SEO, and paid search. The central question: If you had to choose just one marketing channel to partner closely with your email efforts, would it be SEO or paid search? The host and guest dig into the advantages of each approach, ultimately advocating for the synergy between content-focused SEO strategy and effective email marketing.

Key Discussion Points & Insights

1. Email’s Ideal Partnership: SEO vs. Paid Search

• [00:43] Question Posed by Host (Tyson Stockton):
  • “If you had to pick one other marketing channel to partner with from an email perspective, would you be looking to partner with paid search or SEO?”

2. The Case for SEO as Email’s Best Partner

• [00:58] Patrick McKenna explains his rationale:

  • SEO’s reliance and focus on strong content align seamlessly with effective email marketing.

  • The creation of high-quality content is central to both SEO performance and engaging email campaigns.

  • Paid search, while valuable, does not contribute directly to content development.

    Patrick McKenna [00:58]:
    “I think SEO, because the content, again, I think is just so critically important. And so if we can develop better content, we can be more successful with email and if we can develop better content, we'll be more successful with SEO. Really good content drives engagement better than anything else and so paid search really isn't responsible for content development from my perspective in any way, whereas SEO, it's critically important to their success. So I think partnering with an SEO team would be definitely the place I would focus my attention.”

3. Common Misconceptions and Strategic Alignment

• [01:34] Tyson Stockton discusses team alignment and conventional thinking:

  • Many companies naturally pair paid search and email more closely due to organizational structure or perceived similarities.

  • However, he recognizes the value in integrating both SEO and email, emphasizing a bi-directional relationship for content and engagement.

    Tyson Stockton [01:34]:
    “I feel like so many people, or at least so many companies would probably automatically assume that the paid search and email and typically I feel like those teams may be a little bit closer aligned. But I do like your point, and we covered it earlier...there's a value on going both directions there, 100%.”

Notable Quotes & Memorable Moments

• Patrick McKenna on the primacy of content:

  “Really good content drives engagement better than anything else.” — Patrick McKenna [00:58]

• Highlighting the importance of cross-channel content strategy:

  “If we can develop better content, we can be more successful with email and...with SEO.” — Patrick McKenna [00:58]

• On traditional team alignment:

  “So many people... would probably automatically assume that the paid search and email [teams]... are a little bit closer aligned.” — Tyson Stockton [01:34]

Important Segment Timestamps

• 00:43: Tyson poses the key question about which marketing channel best partners with email.
• 00:58: Patrick details why SEO is the optimal partner for email, focused on content development.
• 01:34: Tyson summarizes the discussion and acknowledges common industry assumptions.

Conclusion

This episode succinctly highlights the advantages of fostering a close partnership between email marketing and SEO teams, centering on collaborative content development for maximum engagement and organic growth. The guest, Patrick McKenna, emphasizes the critical role of content and the greater integration potential between email and organic search marketing over paid search. The host, Tyson Stockton, reinforces this by reflecting on industry practices and suggesting a more synergistic approach.

For further details or to connect with Patrick McKenna, see the links in the show notes.