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Lisa Corwood, founder of Fuelled Agency, joins Jeremy to discuss how she transformed creative marketing experiments at a UK car dealership into a full-service agency philosophy. From the viral "Where's Wally" campaign that sparked it all to navigating Search Everywhere Optimization in 2026, this conversation covers authentic community engagement, why no industry is truly "boring," and the looming question of AI-generated content quality.
GuestLisa Corwood
Founder, Fuelled Agency
- (00:01) Introduction and Lisa's background
- (00:18) The origin story: From UK car dealership to agency
- (02:15) Creative community engagement vs. traditional advertising
- (04:13) Facebook Groups and providing genuine value
- (06:01) The "spray and pray" problem on Reddit and social platforms
- (07:05) Ad blindness and brand values alignment
- (08:51) Building content ecosystems that connect
- (10:59) Why "boring" industries have the most passionate audiences
- (13:14) Showing your team and humanizing your brand
- (15:06) The "20 leads" question: Testing your funnel
- (16:54) Co-marketing with complementary businesses
- (18:44) Search Everywhere Optimization: The multi-platform customer journey
- (21:20) The accelerating pace of change in digital marketing
- (23:24) AI content, "slop," and the trust problem
- (25:22) Gen Alpha's skepticism toward AI-generated content
- (27:57) What's next for Fuelled Agency in 2026
"If you're going to go in there, don't just walk in a room and shout what you're saying and go out. Treat it as if it's a group of people—not a place to just spray and pray."
"No matter what business it is—if it's selling a product, if it's shiny, if it's Lamborghinis or diamond rings—behind all of that is a team that makes that happen. Tell everybody about it!"
"If you got 20 leads right now into your business, where would they go and what would happen with them? If you don't have an answer to that, there's something you need to look at."
"Customers will hop from one platform to the other to get what they are looking for. They won't just take a five-star review as gospel."
"I'm not against AI—but use it in collaboration, in conjunction. You can't solely rely on it."
Resources & Links MentionedLisa's Agency & Socials
- Fuelled Agency
- Fuelled Agency Services
- Creators Club
- Lisa on LinkedIn
- Lisa on Instagram
- Lisa on YouTube
Industry Resources
- Search Everywhere Optimization Guide – Single Grain
- Search Everywhere Optimization – Backlinko
- Facebook Groups Marketing – Sprout Social
- Brand Differentiation Strategies – Frontify
- AI Slop & Trust Erosion – SoftServe
- AI Search Visibility by 2026 – Right Thing SEO
People & Companies Referenced
Related Unscripted SEO Episodes
- Keith Breseé: The People First Framework
- Darcy Sullivan: Local SEO for Health & Wellness
- Cindy Krum: Mobile-First Indexing
- Lead with value in communities — Treat Facebook Groups and online forums like rooms full of real people, not billboards.
- Ask the "20 leads" question — If 20 leads came in today, do you know where they'd go and what would happen? If not, fix your funnel.
- No industry is boring — The more "boring" your business seems, the more passionate your niche audience likely is. Feature your team and customers.
- Search Everywhere Optimization matters — Customers now verify across TikTok, Instagram, Facebook, and Google before buying. Consistency builds trust.
- Co-marketing beats competition — Partner with adjacent businesses to share audiences and marketing resources.
- AI is a tool, not a strategy — Use AI to assist, but don't let it replace authentic content and human judgment.
