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Justin Oberman: SEO & Transition From Ranking Into Participation In The Attention Economy
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In this fascinating conversation, Jeremy Rivera sits down with Justin Oberman, a seasoned advertising professional turned modern publicist, to explore how the attention economy is reshaping digital marketing. Justin shares his journey from running a seven-figure agency to becoming a specialist in "manufacturing attention" for clients in the advertising and marketing space.
The discussion covers the evolution from traditional SEO tactics to attention-based strategies, the power of showmanship in marketing, and why Justin believes every industry needs its own "Dogecoin" - that disruptive, attention-grabbing player that changes the game.
Key Topics Discussed
- The Shift from SEO to Attention Economy: How AI and LLM-based search tools are changing the game from keyword optimization to consensus-based visibility
- Showmanship Over Persuasion: Why Justin believes marketing is fundamentally about putting on a show rather than traditional persuasion techniques
- The Publicity Approach: Moving beyond personal branding to manufactured attention and strategic controversy
- Fame as the Ultimate Marketing Goal: How attention beats traditional marketing metrics and makes everything else easier
- Social-Centric Marketing: Using organic social media as a springboard for broader publicity efforts
Notable Quotes
"I do not believe that advertising or marketing is about persuasion. I don't think it's about selling. I don't think it's about even storytelling. I think those are all techniques for what the main thing that advertising and marketing and branding is, which is showmanship." - Justin Oberman
"All advertising is guesswork, nobody really understands how it works. It's all a gamble. And the only thing that really matters is fame. The more famous you are, the easier everything becomes." - Bob Hoffman (as quoted by Justin)
Resources & Links
Guest Information
- Justin Oberman on LinkedIn: linkedin.com/in/justinoberman
- Oberman and Partners: Done-for-you publicity services https://www.obermanpartners.com/
- Genius Scouts: geniusscouts.com - Educational platform and free monthly masterclasses
- Instagram/X: @OBERCREATIVE8
Books & References Mentioned
- "Phantom Fame" by Harry Reichenbach - The foundational book that shaped Justin's publicity philosophy
- "Propaganda" by Edward Bernays - Classic text on public relations and influence
- Howard Luck Gossage - The advertising innovator who invented interactive advertising in the 1960s
Podcast & Host Information
- Unscripted SEO Podcast: unscriptedseo.com
- SEO Arcade (Jeremy's Agency): seoarcade.com
- Host: Jeremy Rivera
Additional Networks Mentioned
- Jumpsuit Network - Marketing and advertising professional network
Key Takeaways for SEO & Digital Marketing Professionals
- Rethink Link Building: Instead of cold outreach, focus on becoming visible to industry publishers and journalists through consistent public discourse
- Attention Drives Authority: In an AI-driven search landscape, consensus matters more than traditional SEO tactics
- Personal Brands Need Shows: Move beyond content creation to strategic attention manufacturing
- Fame Amplifies Everything: Strong personal/company recognition makes all other marketing efforts more effective
- Boring Industries Have Advantages: Less competition for attention means smaller efforts can yield bigger results
Connect with the Show
Have questions about this episode or want to suggest future topics? Reach out to Jeremy Rivera through SEO Arcade or connect on the platforms mentioned above.
Subscribe to Unscripted SEO: unscriptedseo.com
This episode challenges traditional digital marketing thinking and offers a fresh perspective on building authority and visibility in an increasingly crowded online landscape. Whether you're an SEO professional, content creator, or business owner, Justin's insights on manufactured attention provide actionable strategies for standing out in your industry.
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