However, technology has advanced and the solution came in the form of enterprise content management (ECM). Thanks to this technology, document heavy organizations can breathe a little easy knowing that will give them proper control over their critical data and information.

ECM is a technology that helps you manage all your important information effectively. It not only tackles the mess of documents, emails, invoices, and contracts but also brings several other advantages. Using ECM strategically can save valuable resources and make your organization run more smoothly.

What is Enterprise Content Management?

Enterprise content management (ECM) involves various processes, strategies, and tools that help a business effectively gather, organize, store, and share important information with its employees, stakeholders, and customers. 

ECM has evolved quickly as new types of content have entered the workplace. The main goal of these tools is to digitally manage a company’s information in one central place and use this content to improve business processes and achieve objectives.

ECM is not just one technology or process. It’s a broad term that covers different methods, tools, and strategies used to capture and manage content, as well as how to store, preserve, and distribute information throughout its lifecycle.

How Can Enterprise Content Management Benefit Businesses? 

Incorporating content management practices with the help of enterprise content management can benefit your organization in various ways. Here are some of the most crucial benefits ECM provides to organizations:

#1 Increase In Productivity

The main goal of all businesses is to increase productivity. This is where the ECM weaves its magic. This system is excellent at automating time taking tasks and allows the employees to focus on more important activities.

Once the automated workflows are set, the employees will no longer have to waste their time to manually find and send documents at each step of the processes. 

Automation achieved with ECM reduced tedious administrative tasks and also the risk of missed or lost documents. 

#2 Keeps Track Of All The Information

Having a lot of important information is useful but can also cause issues. You might end up dealing with too many papers, some of which might be duplicates, incomplete, or misfiled. 

An enterprise content management system can solve these problems by providing complete, secure document management. It organizes your documents in one central, easy-to-search location. 

Each document is automatically connected to the relevant accounts, creating a smoother workflow. With an ECM system organizing your information, you can offer high-quality service that sets you apart from your competitors.

#3 Reduces Regulatory and Compliance Risk

ECM offers a central platform where content is stored and shared in a way that follows regulatory compliance requirements and risk management guidelines. 

It helps by getting rid of inconsistent processes that could put the company at risk of breaking these regulations and facing other issues.

#4 Cuts Down On Operating Costs

Many companies are cutting costs by switching to digital methods, and using an ECM solution is an effective way to do this. 

With ECM, you can make your organization’s processes more efficient, which will help you save money. You’ll use much less paper, which reduces your costs for printing and shipping. 

Using less paper might also free up office space for other uses. Plus, your employees will benefit by spending less time on routine tasks and more on important ones.

#5 Enhance Your Customer Service

When you gain instant access, you can see the status of transactions and requests  in real-time. 

This lets you respond to your customer’s needs more quickly than before. Customers will appreciate the convenience of filling out forms and making requests online. 

Moreover, the time saved by using an ECM system can be used to give your customers the high-quality service and smooth experiences they deserve.

Final Words

Enterprise Content Management is becoming essential for bridging gaps between different processes and systems in companies, helping them manage complex IT needs to stay competitive. 

ECM offers many benefits and is becoming a permanent fixture in businesses. The latest tools improve how information is accessed and used across organizations.

ECM is also changing how companies manage their data. The future looks promising for data management, and businesses that use ECM effectively can really improve their services.

In the ever-evolving digital marketing landscape, staying ahead of the curve is essential for businesses striving to make their mark. Content marketing, in particular, has proven to be a powerful tool for growth, allowing businesses to connect with their audience authentically and drive meaningful engagement.

Trena Little, YouTube Strategist & Speaker, noted in a recent video that as we step into 2024, it’s crucial to understand the emerging trends shaping the content marketing landscape and how to leverage them effectively.

Organic content marketing has long been hailed as a cornerstone of success for many businesses, with entrepreneurs like Trina attributing their growth to its power. But as new platforms emerge and strategies evolve, staying informed about what’s trending in content marketing is essential. In this article, we’ll explore some key trends expected to dominate the content marketing scene in 2024 and discuss actionable strategies to capitalize on them.

1. Embracing AI in Content Creation

Artificial Intelligence (AI) has become increasingly integrated into content marketing strategies, offering marketers powerful tools to enhance their efforts. With AI, marketers can streamline content creation processes, personalize messaging, and optimize performance. According to a report by HubSpot, 64% of marketers are already utilizing AI in their strategies, signaling its growing importance in the industry.

However, while AI presents exciting opportunities, it’s essential to approach its implementation with caution. Sean Downey, Google’s President of the Americas and Global Partners, emphasizes that AI is most effective when combined with human expertise, creativity, and empathy. Marketers must retain their unique voice and perspective while leveraging AI to augment their efforts.

2. Navigating the Evolving SEO Landscape

Search Engine Optimization (SEO) remains a cornerstone of content marketing, but the landscape is continually evolving, driven by advancements in AI and search engine algorithms. As platforms like Google and Bing incorporate AI into their algorithms, marketers must adapt their strategies to maintain visibility and relevance in search results.

Google’s anticipated SERP (Search Engine Results Page) updates in 2024 will significantly impact content marketing and SEO. Marketers must prioritize creating engaging, personality-driven content that resonates with their audience to stay ahead. Long-tail queries and narrative-driven approaches can help content stand out amidst algorithmic changes.

3. Podcasting Resurgence and Vertical Video

Podcasting has experienced a resurgence in recent years, offering marketers a unique opportunity to connect with audiences in a more intimate format. With platforms like YouTube exploring podcast integration, marketers must consider the potential of podcasts as a content marketing channel in 2024. However, success in podcasting requires more than just repurposing existing content. Marketers must create tailored content that aligns with their audience’s preferences and interests.

Similarly, vertical video content continues to gain traction across platforms like TikTok, Instagram Reels, and YouTube Shorts. While short-form video remains popular, marketers must understand how their audience consumes content on each platform to create effective vertical video content.

4. The Importance of Email Marketing

In the era of social media dominance, email marketing remains a powerful tool for nurturing leads and driving conversions. In 2024, segmenting email lists and delivering personalized content will be key strategies for maximizing engagement and building stronger relationships with subscribers. By understanding their audience’s preferences and pain points, marketers can provide targeted content that resonates more deeply.

5. Embracing an Omni-Channel Approach

While the temptation to be omnipresent across all platforms may be strong, marketers must prioritize quality over quantity in their content marketing efforts. Instead of spreading resources thinly across numerous platforms, focusing on one or two key channels where the target audience is most active can yield better results. Marketers can maximize their impact and drive meaningful connections by creating tailored content for each platform and engaging authentically with their audience.

The content marketing landscape in 2024 presents both challenges and opportunities for businesses. By staying informed about emerging trends and adapting strategies accordingly, marketers can position themselves for success in a rapidly evolving digital landscape. Whether leveraging AI to enhance content creation, embracing new formats like podcasts and vertical video, or prioritizing personalized email marketing, understanding and implementing these trends will drive growth and engagement in 2024 and beyond.

Spotify’s Rap Campaign:

For many Spotify users, the end of the year heralds the arrival of a cherished tradition—the Spotify Wrapped experience. This highly personalized journey through one’s musical year not only delights users but also serves as a masterclass in content marketing. By tapping into the universal desire for self-expression and sharing, Spotify transformed a simple feature into a cultural phenomenon. The result? Increased user engagement, social media dominance, and a 20% surge in app downloads during a traditionally slow period. Spotify’s success underscores the power of leveraging user insights to fuel compelling content that resonates deeply with audiences.

Dove’s Real Beauty Campaign:

In a world besieged by unrealistic beauty standards, Dove dared to challenge the status quo with its Real Beauty campaign. Dove exposed the stark disparity between women’s self-perception and reality through a series of emotionally charged videos, sparking a global conversation around self-acceptance. The campaign’s impact was nothing short of seismic, propelling Dove to new heights of brand awareness and earning the title of the most-viewed online ad ever. By championing authenticity and inclusivity, Dove demonstrated that content with a purpose transcends mere marketing—it becomes a catalyst for societal change.

GoPro’s Content Empire:

When GoPro unleashed its Hero 7 camera on the world, it didn’t just sell a product but ignited a content revolution. By harnessing the power of user-generated content, GoPro transformed its customers into brand ambassadors, fueling a perpetual cycle of engagement and loyalty. The Million Dollar Challenge, an open invitation for users to showcase their best clips, yielded a staggering 43,000 submissions and catapulted GoPro to social media stardom. Through this symbiotic relationship with its audience, GoPro not only amassed a treasure trove of captivating content but also cultivated a community bound by a shared passion for adventure.

Blendtec’s Viral Spectacle:

In the annals of internet history, few phenomena are as bizarre yet captivating as Blendtec’s “Will It Blend?” series. What began as a whimsical showcase of blender prowess evolved into a viral sensation, with each video pushing the boundaries of absurdity. Blendtec turned mundane product demonstrations into must-watch entertainment by blending everything from iPhones to Bumblebees, fueling a 700% surge in blender sales in just two years. Through sheer audacity and a healthy dose of humor, Blendtec proved that even the most mundane products can capture hearts and minds when presented with flair.

MailChimp’s Small Business Showcase:

In a landscape dominated by glossy marketing campaigns, MailChimp took a different approach with its reality TV-inspired series, “Work.” MailChimp forged a deep connection with its target audience of entrepreneurs by spotlighting the trials and triumphs of real small businesses. With each episode offering a glimpse into the struggles and successes of fellow business owners, MailChimp positioned itself not just as a service provider but as a trusted partner on the journey to success.

In conclusion, these campaigns testify to the boundless creativity and ingenuity that define effective content marketing. By daring to defy conventions and embrace authenticity, these brands have etched themselves into the annals of marketing history. So the next time you find yourself mired in the monotony of conventional strategies, take heed of these stories— for therein lies the blueprint to transcendent content marketing.

In a recent episode of Unstoppable, Kader delivered a masterclass in content marketing strategy, unveiling a blueprint honed through years of entrepreneurial experience and strategic advisory. With characteristic passion and clarity, Kader articulated three foundational principles that underpin the success of SaaS enterprises in today’s hypercompetitive milieu, offering actionable insights to fuel sustainable growth and market differentiation.

At the heart of Kader’s blueprint lies the imperative of precision in audience segmentation and engagement. “In the cacophony of digital noise, precision trumps proliferation,” Kader asserts. “To resonate authentically with your audience and foster genuine engagement, one must meticulously delineate a specific ideal customer persona.” By aligning content strategy with their target market’s nuanced needs and aspirations, SaaS companies can transcend generic outreach to forge deep-seated connections and catalyze enduring loyalty.

Yet, for Kader, content marketing transcends transactional promotion; it embodies visionary leadership and ideological alignment. “SaaS founders must lead a movement, not just sell a product,” Kader emphasizes. “By articulating a compelling narrative that embodies the ethos and aspirations of their brand, SaaS companies can inspire action and galvanize their audience towards transformative change.” This ethos-driven approach cultivates brand advocates and positions SaaS companies as catalysts for industry-wide innovation and progress.

Crucially, Kader underscores the pivotal role of consistency in content dissemination and buyer education as the linchpin of effective content marketing. “Education precedes conversion,” Kader asserts with conviction. “By delivering value-laden content that enlightens and empowers their audience, SaaS companies can forge enduring connections and cultivate brand evangelists.” This commitment to value-driven engagement augments lead generation and fosters a culture of trust and reciprocity, propelling SaaS companies toward sustained success and market leadership.

In essence, Kader’s strategic blueprint for content marketing mastery epitomizes a paradigm shift in approach, from generic outreach to targeted engagement, from transactional marketing to relational nurturing. By embracing these principles and operationalizing Kader’s insights, SaaS companies can harness the transformative power of content marketing to navigate the complexities of today’s digital landscape and emerge as trailblazers in their respective domains.

As the architect of countless success stories and the harbinger of innovation, TK Kader stands at the vanguard of SaaS evolution. He empowers entrepreneurs to defy limitations and unlock their full potential. Through his unwavering commitment to excellence and relentless pursuit of innovation, Kader inspires a new generation of SaaS leaders to chart a course toward unparalleled success, one compelling narrative at a time.

Lenarduzzi’s digital journey has been anything but linear. From experiencing severe burnout to achieving sustainable success through smart marketing strategies, her story serves as a beacon of hope for aspiring creators drowning in the online world’s noise.

“It’s easy to fall into the trap of believing that success in the creator economy is solely dependent on mastering social media and churning out endless content,” Lenarduzzi reflects. “But the truth is, without a clear strategy and understanding of your audience, you’re simply spinning your wheels.”

In a candid discussion, Lenarduzzi reveals the pitfalls of traditional content creation and shares insights into her transformative approach to marketing—one rooted in intentionality and efficiency.

The Illusion of Success
Lenarduzzi begins by addressing the pervasive myth perpetuated in the digital landscape—that a prolific output of content equates to success. “There’s this misconception that if you’re constantly visible on every social media platform, success will naturally follow,” she explains. “But what many fail to realize is that quantity doesn’t always translate to quality or, more importantly, profitability.”

Citing a 2023 study revealing alarming rates of burnout among creators—79% to be exact—Lenarduzzi highlights the detrimental effects of chasing the content treadmill. “I’ve been there myself,” she admits. “The pressure to constantly produce content led to exhaustion and, ultimately, a loss of sight of my business goals.”

Escaping the Hamster Wheel
Lenarduzzi vividly describes the feeling of being caught in the “constant hamster wheel of content creation,” a phrase she coined to encapsulate the exhausting cycle many creators find themselves in. “It’s like running on a treadmill that never stops, no matter how fast you go,” she shares. “You’re expending all this energy, but you’re not really getting anywhere.”

The Shift to Smart Marketing
Lenarduzzi’s turning point came when she realized the need for a paradigm shift in her approach to marketing. “I knew there had to be a better way—one that focused on working smarter, not harder,” she recalls. “That’s when I embarked on what I like to call ‘smart marketing.'”

Drawing from her own experiences, Lenarduzzi outlines the core principles of intelligent marketing, emphasizing the importance of clarity and intentionality in content creation. “It all starts with knowing your product and your audience,” she asserts. “Without a clear understanding of what you’re offering and who you’re serving, your content will inevitably miss the mark.”

The Path to Profitability
Central to Lenarduzzi’s philosophy is the concept of “product-first, content-second”—a mantra that underscores the importance of value creation over sheer visibility. “Your content should be a vehicle for delivering value and solving problems for your audience,” she explains. “When you lead with your product or service, rather than chasing likes and views, you attract genuine interest from potential customers.”

For Lenarduzzi, success lies in leveraging data and audience insights to inform content creation. “It’s not about appealing to everyone but rather connecting deeply with your ideal client,” she states. “By understanding their pain points and preferences, you can tailor your content to resonate on a profound level.”

The Role of Pillar Platforms
A fundamental tenet of Lenarduzzi’s strategy is the concept of “pillar platforms”—core channels through which content is disseminated and amplified. “Instead of spreading yourself thin across multiple platforms, focus on building a strong presence on select platforms that align with your audience and objectives,” she advises.

For Lenarduzzi, YouTube is her primary pillar platform—a decision informed by its unparalleled reach and searchability. “YouTube offers unparalleled visibility and the potential for evergreen content that continues to attract viewers long after it’s published,” she explains. “By doubling down on a platform that aligns with my audience’s preferences, I’m able to maximize my impact with minimal effort.”

The Power of Data-Driven Decisions
At the heart of Lenarduzzi’s approach lies a commitment to data-driven decision-making. “Data is your compass in the digital landscape,” she asserts. “By analyzing metrics such as audience engagement and retention, you gain invaluable insights into what resonates with your audience and how to refine your content strategy accordingly.”

Lenarduzzi encourages creators to embrace experimentation and iteration in their content journey. “It’s not about getting it right the first time but rather learning and adapting based on feedback,” she advises. “By continually refining your approach and staying attuned to audience preferences, you position yourself for sustainable growth and success.”

A Call to Action
As our conversation draws to a close, Lenarduzzi leaves aspiring creators with a final piece of advice: “Focus on depth, not width, in your content journey. Rather than striving for mass appeal, cultivate meaningful connections with your ideal audience,” she urges. “By prioritizing value over visibility and strategy over spontaneity, you’ll chart a course to sustainable success in the creator economy.”

In the ever-evolving digital marketing landscape, Sunny Lenarduzzi’s journey is a testament to the transformative power of intelligent marketing. By embracing intentionality, leveraging data insights, and prioritizing value creation, creators can navigate the pitfalls of content creation and chart a course to profitability in the digital age.

Setting Up for Success

Setting it up right before diving into the nitty-gritty of using Chat GPT effectively is crucial. It is like getting that perfect tailored suit that fits you like a glove. You must provide Chat GPT with clear instructions on your tone, style preferences, and audience demographics. With the new custom instructions feature, setting up Chat GPT is easier than ever. Once configured, it becomes your virtual assistant, ready to tackle any task you throw its way.

Crafting Compelling Content

One of the most significant ways I use Chat GPT is in content creation. Whether it’s writing blog posts, social media captions, or scripts, Chat GPT is my trusted wingman. But here’s the kicker: to make your content sound authentic and engaging, you must imbue it with your unique voice. Using power prompts, you can guide Chat GPT to mirror your tone and style seamlessly, ensuring that your audience connects with your message on a deeper level.

Streamlining Email Responses

Responding to emails from potential clients can be time-consuming—it’s like playing a never-ending game of whack-a-mole. But with Chat GPT, you can make this chore a breeze. Compiling a document containing frequently asked questions and your best responses can teach Chat GPT to handle email inquiries quickly and efficiently. With the right prompts and clear instructions, Chat GPT can draft personalized responses that sound warm and human, saving you precious time that you can allocate to more critical tasks.

Investing in Continuous Learning

As a business owner, investing in your knowledge and skills is paramount to staying ahead of the curve. But with a deluge of information available, it’s easy to get overwhelmed. That’s where Chat GPT comes in. By leveraging its research capabilities, you can filter through the noise and focus on the top 20% of information that yields 80% of the results. Whether delving into marketing strategies or honing your financial acumen, Chat GPT can curate a tailored learning experience that accelerates your growth.

Strategizing for Success

Finally, Chat GPT can be your strategic partner in planning and executing business initiatives. Using the ultimate power prompt, you can collaborate with Chat GPT to refine your ideas and develop actionable plans. Whether you’re looking to double your client base or expand your service offerings, Chat GPT can guide you through an iterative process, turning your vision into reality.

In conclusion, Chat GPT is more than just a tool—it’s a game-changer for small business owners looking to maximize their potential. By harnessing its capabilities and leveraging the power of effective prompts, you can transform your business from surviving to thriving. So, if you’re ready to take your business to the next level, it’s time to unlock the full potential of Chat GPT.

Here are five innovative ways in which creatives can harness AI to elevate their craft:

1. Idea Generation: AI offers a solution for those struggling with creative blocks. By leveraging tools like ChatGPT, creatives can input prompts tailored to their needs and receive a stream of fresh ideas in minutes. Whether brainstorming concepts for a new project or crafting captivating social media content, AI is a valuable resource to kickstart the creative process.
2. Product Ideation: Monetizing creative endeavors can be daunting, but AI can provide valuable insights for creators seeking passive income opportunities. Through platforms like ChatGPT, creators can generate product ideas tailored to their niche, paving the way for new revenue streams and business ventures.
3. Video Editing: Crafting polished video content often requires meticulous editing, but AI-powered tools like VEED.IO streamline the process. By automating tasks such as removing pauses and breaks in recordings, creatives can easily enhance the quality and professionalism of their videos, regardless of their experience level.
4. Photo Editing: AI extends its capabilities to photo editing, offering solutions for common challenges photographers and visual artists face. Tools like DALL-E 2 enable users to seamlessly remove unwanted elements from images, saving time and effort while maintaining visual integrity.
5. Content Creation: Managing creative tasks and content creation can be overwhelming, but AI-powered tools like Microsoft Designer provide valuable assistance. By generating content ideas and captions and even designing professional-grade social media posts, AI empowers creators to streamline their workflow and focus on producing high-quality content.

By embracing AI tools, creatives can tap into a wealth of resources to enhance their craft and stay ahead of the curve in an increasingly competitive landscape. With the power of AI at their fingertips, artists and content creators can unleash their creativity, explore new possibilities, and confidently achieve their goals.

As Kim Alban aptly demonstrates, the fusion of creativity and technology holds boundless potential for innovation and artistic expression:

1. Interactive Content: Interactive content such as quizzes, polls, assessments, calculators, and interactive infographics are gaining popularity. They provide an engaging and personalized experience for users, encouraging active participation and increasing time spent on the content.
2. Video Content: Video remains a dominant form of content, with platforms like YouTube, TikTok, and Instagram Reels driving engagement. Short-form videos, live streams, webinars, and virtual events are effective ways to deliver engaging and shareable content to audiences.
3. Podcasting: Podcasting continues to grow as a popular medium for content consumption. Brands are leveraging podcasts to share expertise, tell stories, and engage with their target audience in a more intimate and authentic way.
4. Long-form Content: While short-form content is prevalent, long-form content such as in-depth articles, guides, case studies, and whitepapers still have value. Long-form content allows brands to demonstrate expertise, provide comprehensive insights, and establish thought leadership in their niche.
5. Content Personalization: Personalizing content based on user preferences, behavior, and demographics enhances relevance and engagement. Dynamic content, personalized recommendations, and targeted messaging help deliver tailored experiences to individual users.
6. User-Generated Content (UGC): UGC, including customer reviews, testimonials, social media posts, and user-generated videos, fosters authenticity and builds trust. Brands encourage customers to create and share content related to their products or services, amplifying their reach and influence.
7. SEO and Content Optimization: With search engine algorithms becoming more sophisticated, focusing on content optimization for search intent, keywords, and user experience is crucial. High-quality, informative, and well-optimized content improves search visibility and drives organic traffic.
8. Content Distribution Strategies: Beyond creating great content, effective distribution strategies are essential to reach the target audience. Leveraging multiple channels such as social media, email marketing, influencer partnerships, and content syndication maximizes reach and engagement.
9. Content Repurposing and Recycling: Repurposing existing content into different formats and mediums allows brands to extend the lifespan of their content and reach new audiences. Recycling evergreen content, updating outdated content, and creating content series or themes are effective strategies.
10. Authentic Storytelling: Authenticity and storytelling remain fundamental to successful content marketing. Brands that share compelling stories, connect with emotions, and demonstrate transparency resonate with audiences and foster deeper relationships.
11. Community Building: Building communities around shared interests, values, or causes creates opportunities for meaningful engagement and brand advocacy. Online forums, social media groups, and branded communities provide platforms for fostering connections and conversations.
12. Measurement and Analytics: Data-driven insights and analytics play a crucial role in optimizing content marketing efforts. Tracking key performance indicators (KPIs), analyzing audience behavior, and A/B testing help refine strategies and improve content effectiveness over time.

By staying abreast of these latest content marketing strategies and trends, brands can adapt and innovate their approaches to effectively engage audiences and achieve their marketing goals.

Generative AI has become the hottest trend in tech, with companies large and small investing heavily in the tech. OpenAI, and its backer Microsoft, jumped to an early lead, leaving Google, Amazon, and others to catch up, which Amazon hopes to do with Amazon Q.

According to the company, its generative AI is designed specifically to give customers the ability to customize it to their needs:

Amazon Q brings a set of capabilities to support developers and IT professionals. Now you can use Amazon Q to get started building applications on AWS, research best practices, resolve errors, and get assistance in coding new features for your applications. For example, Amazon Q Code Transformation can perform Java application upgrades now, from version 8 and 11 to version 17.

The company says it leaned on its 17 years of experience with AWS to help create Amazon Q:

Application development is a journey. It involves a continuous cycle of researching, developing, deploying, optimizing, and maintaining. At each stage, there are many questions—from figuring out the right AWS services to use, to troubleshooting issues in the application code.

Trained on 17 years of AWS knowledge and best practices, Amazon Q is designed to help you at each stage of development with a new experience for building applications on AWS. With Amazon Q, you minimize the time and effort you need to gain the knowledge required to answer AWS questions, explore new AWS capabilities, learn unfamiliar technologies, and architect solutions that fuel innovation.

Customers can learn more about Amazon Q here.

Almost any company can take advantage of it. For example, by integrating user-generated content into a learning management system, an LMS development company brings a huge benefit to the corporate training experience, engaging the employees and facilitating cooperation. It turns the education process into a collaborative experience rather than a lonely journey.

In this article, we would like to explore how brands can leverage user-generated content to foster brand advocacy and strengthen their relationship with their target audience.

Keep reading to learn more!

The Rise of User-Generated Content

With the prevalence of social media platforms and the democratization of content creation, user-generated content has experienced a tremendous surge. Consumers are now actively participating in the content creation process, sharing their experiences and opinions about companies and their products. This rise of UGC has been fueled by many factors, including the trust and authenticity associated with content created by real customers.

Let us showcase the benefits that user-generated content can bring to your company if you use it wisely.

Building Trust and Authenticity

Traditional advertising has become less effective in gaining consumers’ trust. People are increasingly skeptical of brand messaging and seek more authentic experiences. User-generated content provides an opportunity for companies to tap into the credibility and relatability of real customers. When users create and share content about a brand, it carries a level of trust and authenticity that traditional advertising simply cannot replicate.

Engaging and Empowering Brand Advocates

Within every customer base, there are brand advocates who are passionate about a particular brand or product. They can become powerful allies in generating user-generated content. Brands can identify and nurture these advocates, providing incentives and rewards for creating and sharing UGC. By engaging with them and fostering a sense of community, companies can empower their most loyal customers to become ambassadors for their brands.

Showcasing Customer Experiences

User-generated content allows brands to showcase real-life customer experiences. Whether it’s through photos, videos, or written testimonials, UGC provides a platform for customers to share their stories. By leveraging it, companies can demonstrate the benefits and features of their products in a more authentic and relatable manner. This helps potential customers envision themselves using the product and fosters trust in the brand.

Amplifying Reach and Brand Awareness

One of the key advantages of user-generated content is its potential for reach and virality. UGC is highly shareable, and when customers create and share content about a brand, it extends the brand’s reach to their social networks. Brands can harness the power of UGC by creating user-generated campaigns, encouraging the use of specific hashtags, and collaborating with influencers and ambassadors. These strategies help increase brand visibility, reach new audiences, and enhance awareness.

Enhancing Customer Engagement

User-generated content encourages active participation and interaction from customers. Companies can leverage UGC by organizing contests, challenges, and campaigns that prompt customers to create and share their content. This not only increases engagement but also fosters a sense of community and strengthens the bond between the brand and its customers. By responding to and acknowledging UGC, companies demonstrate their appreciation and build long-lasting relationships with their clients.

UGC as Social Proof

User-generated content serves as social proof for a brand’s products and services. When potential customers see real people sharing their positive experiences with a brand, it validates the brand’s credibility and fosters trust. Brands can incorporate UGC into their product pages, marketing materials, and social media platforms to provide social proof and reinforce their value proposition.

Managing and Moderating User-Generated Content

While user-generated content offers numerous benefits, it is important for companies to establish guidelines and policies to maintain quality and brand alignment. More specifically, they should monitor and moderate UGC to ensure it aligns with their values and resonates with their target audience. Additionally, brands need to be prepared to respond to negative or inappropriate UGC effectively, addressing concerns and maintaining a positive image.

Measuring Success and ROI

To evaluate the effectiveness of UGC campaigns, brands should define key performance indicators (KPIs) and track relevant metrics. Engagement metrics, reach, sentiment analysis, and conversion rates are some of the indicators that can help measure the success of UGC efforts. By analyzing the data and feedback, companies are able to make informed decisions, iterate their UGC strategies, and optimize their impact.

Best Practices for UGC Campaigns

To maximize the potential of user-generated content, we recommend following these best practices:

• Set clear objectives and identify the target audience for UGC campaigns.
• Provide clear guidelines and instructions for UGC creation.
• Regularly evaluate and iterate UGC strategies based on data and feedback.

Wrapping Up

User-generated content has revolutionized brand advocacy, offering companies an authentic and influential way to engage with their customers. By leveraging the power of UGC, brands can build trust, amplify their reach, enhance customer engagement, and create social proof. 

However, effective management and moderation of UGC are essential to maintaining quality and brand alignment. With careful planning, measurement of success, and adherence to best practices, brands can harness the power of user-generated content to foster brand advocacy and create meaningful connections with their target audience.

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

Avishai Sharon, Co-founder & CEO of TrenDemon, discussed their software on ILTV:

How Do You Connect Content Marketing to Sales?

My personal background was heading a marketing agency for many years and one of my biggest struggles was how do I prove our value and our effort to our customers and how do you connect the impact of what we call content marketing to business goals and to sales? When we couldn’t find an easy way to show that correlation three and a half years ago we went ahead and founded TrenDemon to help companies do just that.

We connect their marketing efforts, which today rely mostly on content, you want your audience to consume valuable content, as opposed to just advertising. The big challenge is how do you attribute those efforts to sales? There’s actually a prior problem, how do you actually map the customer journey? How do you track those different touch points into one picture?

Reverse Engineering Successful Customer Journeys

The first thing we do is look at all the different touchpoints that a customer has had over his lifecycle. We ask the question, not just where do they come from, but how deep was their engagement? Did they actually watch the video? Did they actually read the article? Then you can start reverse engineering those successful journeys and say what’s common about all of these successful journeys.

What we found, and this is the interesting thing, we’re working with over 90 companies today worldwide and the vast majority of content the companies produce, over 90 percent, is ineffective at driving business goals. As you guys know it’s very expensive to create quality content and it takes a lot of effort.

If People Read the Right Content They Will Covert to a Sale

The second interesting thing is that if you do manage to find those 10 percent and you find a way to get it in front of the right people you’re actually able to improve dramatically your results. So there’s not just a correlation between what buyers did beforehand, there’s also a causation, a causal relationship, that if people read the right content at the right time they’re more likely to follow a path. We’re not probably as sophisticated as we believe that we are.

We’re a SaaS company, a cloud-based solution. We’re working a lot in the US and one of our biggest markets and growing markets is Japan. They’re investing a lot of content and a lot on technology. Essentially, because we look at the customer journey and not necessarily specific languages we can operate in any environment which allows us to grow pretty much anywhere. As long as they have content, which means that they’re producing something other than just advertising, they want people and audiences to actually engage with what they’re producing and they do have some business outcomes that they’re looking to measure.

About TrenDemon:

Founded in 2013, TrenDemon is the world’s leading content marketing attribution and optimization solution, helping marketers prove and improve their content’s impact.

TrenDemon insights can help you uncover your content marketing ROI, impact on business goals, and engagement to help guide the content strategy. Our optimization units will help you increase conversions and shorten time to convert on your owned assets.

TrenDemon proudly serves a wide range of customers, from Fortune 500s and brands to SaaS, B2B, and financial companies and is backed by leading VCs.

In this blog post, we will discuss how ChatGPT can transform your content writing process, making it more efficient, effective, and enjoyable.

What is ChatGPT?

ChatGPT is an artificial intelligence language model designed by OpenAI. It is based on the GPT-3.5 and GPT4 architecture and has been trained on vast amounts of diverse data from the internet. The model can generate human-like text, answering questions, providing explanations, and assisting with various language-based tasks. It is an incredible tool that has revolutionized the way content is created and consumed.

Key Features and Advantages

Natural Language Processing

ChatGPT can understand and generate text in a way that feels natural to humans. It comprehends context, grammar, and syntax, allowing it to produce coherent and contextually appropriate responses.

Versatility and Adaptability

The beauty of ChatGPT lies in its versatility. It can be used for a wide range of applications, from content generation and editing to customer support and coding assistance. Additionally, developers can fine-tune the model for specific tasks, making it highly adaptable.

Speed and Efficiency

Creating content manually can be time-consuming, but with ChatGPT, you can generate high-quality content at a rapid pace. This acceleration in content production can significantly boost your overall productivity.

4. SEO Optimization

ChatGPT’s ability to understand SEO principles enables it to generate content that is well-optimized for search engines. It can help you incorporate relevant keywords, meta tags, and other SEO elements seamlessly into your content.

How ChatGPT Can Transform Your Content Writing Process

1. Idea Generation and Brainstorming

ChatGPT is an excellent companion for idea generation and brainstorming sessions. Whether you’re stuck for blog topics or need fresh angles for your articles, ChatGPT can provide you with a multitude of creative ideas to explore.

ChatGPT’s “prompting” feature allows you to input a topic or a brief description, and it will respond with various potential angles to approach the subject. This capability saves you time and effort in generating innovative ideas.

2. Drafting and Outlining

a. Creating Structured Outlines

With ChatGPT’s assistance, you can outline your articles effectively, ensuring a logical flow and coherent structure. The tool can suggest headings and subheadings, making it easier to organize your thoughts.

The “outline” feature in ChatGPT allows you to input your main points or headings, and it will generate a detailed outline with subpoints and supporting information. This feature acts as a solid foundation to build upon when creating your content.

b. Generating Initial Drafts

ChatGPT can help you create initial drafts for your content. While it may not replace the need for thorough editing, it provides a solid foundation on which you can build and refine your work.

By inputting the main ideas and key information, ChatGPT can generate paragraphs that expand on each point, forming a coherent draft for your content. This saves time and helps you focus on polishing the content.

3. Improving Language and Style

ChatGPT’s vast knowledge of language and grammar allows it to offer suggestions for improving the overall language and style of your writing. It can help you avoid repetition, refine sentence structures, and enhance the clarity of your message.

With the “language refinement” feature, ChatGPT can suggest alternative words, sentence rephrasing, and grammar corrections. This ensures that your content is written in a clear, engaging, and error-free manner.

4. SEO-Friendly Content

ChatGPT can assist in ensuring that your content adheres to SEO best practices. From suggesting relevant keywords to optimizing meta descriptions, it helps you craft content that is more likely to rank higher on search engine results pages.

The “SEO optimization” feature in ChatGPT analyzes your content and provides insights on incorporating keywords and other SEO elements strategically. This increases the visibility of your content and attracts more organic traffic.

5. Content Expansion and Elaboration

When you need to add more substance to your content, ChatGPT can provide additional information and context to elaborate on your ideas further. This results in comprehensive and insightful articles that captivate your readers.

By using the “expansion” feature, you can prompt ChatGPT to add more depth to your content. It provides supporting facts, examples, and relevant information to enrich your writing. 

Ethical Use of ChatGPT in Content Writing

As AI language models are widespread, it is necessary to use them ethically. Content writers should avoid generating misleading or harmful content using ChatGPT or other AI tools. They also need to ensure that the final output aligns with their values and principles delivering great value to the readers. One should proofread the content for facts and figures to make sure everything written in the content is up to date and authentic as well.  Read some common mistakes to avoid in content writing you must avoid to stand out.

The Future of ChatGPT and Content Creation

ChatGPT is a significant step forward in AI-driven content creation, and its potential for further advancements is enormous. As the technology continues to evolve, we can expect more advanced versions of ChatGPT that will redefine the content writing industry. Developers are creating more plugins and tools that can be integrated into ChatGPT and other AI tools to write better quality content without spending lots of time.

Conclusion

In conclusion, ChatGPT is a transformative tool that has the potential to revolutionize your content writing process. With its powerful natural language processing capabilities, versatility, and adaptability, ChatGPT becomes an invaluable assistant for content creators.

By using ChatGPT, you can effortlessly generate creative ideas and brainstorming angles, saving time and energy in the content ideation phase. Its ability to create structured outlines and initial drafts provides a solid foundation for your articles, helping you organize your thoughts and streamline the writing process.

Furthermore, ChatGPT’s language refinement feature enhances the overall quality of your writing, ensuring that your content is clear, engaging, and free of errors. The tool’s SEO optimization capabilities assist you in crafting content that is well-optimized for search engines, leading to increased visibility and organic traffic.

AI is being used to generate content, with it being an especially popular option among students. Educators are anxious for tools to detect such content, with many different tools claiming to be able to do so.

Unfortunately, according to an article on the company’s website, such tools simply don’t work:

Do AI detectors work?

• In short, no. While some (including OpenAI) have released tools that purport to detect AI-generated content, none of these have proven to reliably distinguish between AI-generated and human-generated content.
• Additionally, ChatGPT has no “knowledge” of what content could be AI-generated. It will sometimes make up responses to questions like “did you write this [essay]?” or “could this have been written by AI?” These responses are random and have no basis in fact.
• To elaborate on our research into the shortcomings of detectors, one of our key findings was that these tools sometimes suggest that human-written content was generated by AI.
  • When we at OpenAI tried to train an AI-generated content detector, we found that it labeled human-written text like Shakespeare and the Declaration of Independence as AI-generated.
  • There were also indications that it could disproportionately impact students who had learned or were learning English as a second language and students whose writing was particularly formulaic or concise.
• Even if these tools could accurately identify AI-generated content (which they cannot yet), students can make small edits to evade detection.

The revelation sheds greater light on why OpenAI shuttered its own AI content detector and illustrates the challenges that lie ahead for educators and others.

Lee Odden, CEO of TopRank Marketing, discusses how B2B influencer marketing can be a highly effective force in driving leads and conversions for companies. Lee was interviewed by Tim Washer at the 2019 Content Marketing World Conference & Expo:

Influencer Marketing Is Powerful Because Of Influence Itself

Influencer marketing is powerful because of influence itself, not about the people. Influence has always been a factor in being persuasive and being effective as a communicator, as a marketer, and really being able to tap into the dynamics of that. The psychology and sociology of that is something that is everlasting, it’s evergreen. While there are trends in terms of tactics that come and go, there’s this consumerization of B2B. B2C influencers are misbehaving and have fake followers, etc. and some of that’s leaking over into B2B. But I think that’ll reconcile a little bit and kind of clean itself out. In the future brands are going to be looking at influence as a really key component of their holistic marketing strategy internally and externally.

A lot of people when they think of influencer marketing they think of a Kardashian or some people think of something like Baddiewinkle, a 90-year-old woman who wears hip-hop clothes and now has her own makeup line on Sephora versus someone like Tamara McCleary interviewing an executive at Dell about the right IT infrastructure for doing edge computing. That’s really what it’s about in B2B.

B2B Influencers Actually Have To Have The Main Expertise

One of the big differences between B2B and B2C influencers is that in B2B you actually have to have the main expertise. You actually have to be knowledgeable and have a depth of that expertise in what it is that you’re influential about. It’s also important to have a network for distribution and a place to publish your content. It’s great to have a personality and that’s less common in B2B, where you have charisma. Well, lack of personality is a form of personality I suppose. 

The good thing is that we’ve figured out ways to coach folks that have that domain expertise and an active following but they’re not necessarily used to being social. We are coaching them in how to activate themselves and to pull out the best of what they have to share in a way that’s very promotable. Many of them start to open up a little bit after we show them how to do it.

B2B Influencer Marketing Adds Up To Nurture and Conversion

In the planning stages (with a client looking to promote something) we’ll look at the topics that are important around the announcement and how it affects customers and how customers will think of that news and how it’ll affect or change their lives. Those topics are then what we want to be influential about. We’ll use those keywords or topics to search our network using influencer marketing software to find who is influential around those topics, who’s publishing content, who self-identifies around that topic, and whose audience is actually activated around that topic. We find those people who have trusted voices with an active community and we invite them to collaborate on content and give their opinion about the announcement. 

We co-create content with them in concert with brand messaging. So now instead of people just ignoring the press release we actually have storytelling happening with these different voices. You have this intersection of one or two or three or four influencers talking about this topic and those audiences intersect and cross. They intersect across channels too. Your customer is hearing this credible message not only from the brand but also from people that they trust in different channels. That all adds up to yes. That all adds up to nurture and ultimately conversion.

Such is the reason why marketing – digital marketing in particular – is so crucial for the starry-eyed entrepreneur. Without a strong marketing campaign, it’s likely that your business ends up neglected by your demographic in favor of the more visible competition.

It can be frustrating to try to tackle the problem on your own, especially when your competition is making partnerships with some of the best marketing agencies out there. Therefore, it’s vital to learn the ins and outs of marketing to ensure that you make the most out of all the opportunities presented as you maneuver your company through the industry landscape.

Treat Your Website as a Marketing Tool

One of the first things to consider on the road to marketing success is the idea that your primary website is the last line of defense when it comes to keeping the attention of your prospective clients. While a good marketing campaign will have people clicking on your adverts, keep in mind that it’s still your website that determines whether they stay and make a purchase.

If the website is not properly optimized, it will likely result in a high abandonment rate. A few things to consider regarding web optimization includes:

●  Loading times. Quick loading times will almost always translate to online users giving your website a chance. Most people only give upwards to ten seconds for a website to catch their attention. If a good five seconds are spent waiting for the site to load, they’ll likely exit the tab and look elsewhere.

●  Accessibility. An accessible website can help open the door to plenty of new opportunities. For example, translation services for video content could help you grow a new demographic abroad. Closed captions will make it much easier for those with hearing problems to follow your content. Additionally, something as simple as a font size changer on your website can mean a lot for those with vision problems.

●  Ease of use. Developing a website for marketing is as easy as making it simple for online users to get to the checkout page. Ensure that your website is easy to navigate with a minimalist template.

Your primary website is the last line of marketing defense, which means it’s up to you to develop a robust strategy to keep the attention of online users once you’ve turned their heads.

Make a push for search engine optimization (SEO)

What makes digital marketing such an integral part of business management is that it can be surprisingly easy and affordable to get your start. All you need is a robust SEO marketing agency to help make the push toward marketing success. A link-building agency is necessary to ensure that your company spreads the word far and wide, and agencies such as Ocere can offer you the opportunities you need.

Develop Your Company’s Personality Online

Another crucial part of marketing involves building your company’s personality with the help of social media platforms. Staying active in such platforms gives eager entrepreneurs the chance to interact with potential customers and even offers a convenient hub for feedback. How your company responds to feedback will determine how your demographic views your business.

Aside from the various tips above, it’s all about learning from your chosen marketing agencies. The professionals can teach you the best-practice methods you need to make a difference and develop a sound marketing strategy. After all, it would be a wasted opportunity to let the professionals do all the work when you have just as many opportunities to improve your company’s reputation.

Revolution in content translation

The creation of machine translation had a powerful impact on this more interconnected world. It awakened the illusion of being able to change people’s lives with a simple but revolutionary idea: communicating without knowledge or intermediaries in languages very different from the ones they know. Soon, challenges also arose that put the use of AI in content translation under debate.

1. Replacing human labor with machines

One of the biggest dangers of AI in content translation is its potential to replace jobs that used to be done by people. Automation has already replaced many jobs in the manufacturing industry and is expected to have a similar impact when it comes to consulting expert translation services. 

Supporters of the use of machine translators and other technologies in the translation field say that AI can be very useful for solving repetitive translations, such as legal or technical documents. In addition, by efficiently moving work forward, it can allow human translators to concentrate on more complex and creative tasks. 

The complication lies in robots and AI algorithms becoming more sophisticated, making them capable of performing tasks that were previously considered exclusively human. This could have serious consequences for the people who dedicate their lives to these jobs. Professional translators would be exposed to technological advances that are cheaper than their services, self-refining and increasingly accurate in their output.

2. Discrimination in translated languages

AI is based on data and patterns that are made by humans. This increases the risk of human bias and discrimination being transferred to the machine.

If an algorithm in a translation tool is trained with data that contains biases towards certain ethnic groups or genders, they are likely to be perpetuated in its decisions. Who decides what language should appear in a machine translator and in what form it should appear?

3. Data privacy risks

Translating content with technological tools introduces privacy policy concerns. AI can collect personal information, which could be maliciously used to generate personalized advertising or to influence political opinions.

Discussions about the challenges of AI in our society have reached such an extreme that they have surpassed the practical issues. The risks are also measured in existential terms and philosophers and scientists spoke out about the threat it poses to humanity as a whole. Some AI experts, such as theoretical physicist Stephen Hawking, have warned that if AI becomes sufficiently intelligent it could surpass the human ability to control it and eventually take over the world. A somewhat more complicated problem than delegating content translation.

In other words, you might create the most amazing content in your industry. Still, if no one finds it, it won’t make much of an impact. That’s why it’s crucial you optimize your content for SEO so your potential customers will actually be able to find you. Let’s look at 10 tips you can begin implementing immediately to create valuable, SEO-rich content that attracts eyeballs.

1. Utilize a Pillar Strategy

A strategy using content pillars can be a great place to start. This tactic is when you build out a topical long-form page (around 3,000 words) and link to that from other sub-pillars and related blogs. Content pillars establish authority on a subject and build trust with readers, making them a highly effective SEO strategy. 

2. Optimize and Repurpose Existing Content

SEO strategy doesn’t have to always be about creating new content. Dust off that blog post from 2020 that’s chock-full of still useful information and repurpose it. Optimize it with relevant keywords and refresh any outdated links and data. This won’t work for every old piece of content, but you’ll be surprised at what can be reused.

3. Avoid Keyword Stuffing

Some businesses try to achieve higher SEO rankings by putting keywords in as many places as possible in their content. Don’t be that business. Stuffing ill-fitting words and phrases into your content can reduce its quality and hurt your company’s reputation. Keyword stuffing is not a wise tactic for optimizing content — be judicious in how you use keywords.

4. Produce Only High-Quality Content

Since you’re avoiding keyword stuffing, you should also avoid churning out content for content’s sake. Take the time to produce high-quality work that people truly want to read and engage with. Break up text with headers and use images and videos when possible. A lot of people are visual learners, so consider using infographics as a content form to get your message across. High-quality content generates higher rankings in SEO.

5. Improve Site Speed

Did you know if a site doesn’t load in just three seconds, 40% of users will bail? It’s therefore imperative that your site load fast. There can be numerous ways to speed up your load time. Consider optimizing image sizes, updating site code, and reducing the amount of plugins your site uses. This will positively impact your site ranking.

6. Optimize Your Content for Mobile

In many cases, more people will view your site on a mobile device than on a PC. Don’t just improve your site’s speed for desktops. Make sure it loads fast on mobile devices as well. Test to confirm the readability is good for mobile. If it’s not, the user experience will be poor, and visitors will leave your site.

7. Make the Most of Your Links

Have you ever clicked on a link from a site only to get the dreaded “page not found”? Having broken links can irritate your readers and cause them to leave your site. Test all links in your existing pieces to ensure they are correct. Use internal links when possible to keep users on your site. If you do link externally, make certain it’s to a credible source.

8. Encourage Sharing

Word-of-mouth advertising is one of the most successful marketing strategies around. By providing links for readers to directly share your content, you’re increasing opportunities for exposure. Including icons for Facebook, Twitter, and other platforms makes your content easily shareable by readers. 

9. Make Metadata Matter

Content is the actor on stage, and metadata is the people behind the scenes helping the play run smoothly. Your meta tags for images and meta descriptions for content play a big factor in SEO. Optimize your metadata for the best chance at a higher ranking. Use keyword-rich tags for your images and the snippets that show up on Google searches.

10. Post Consistently

When a business doesn’t regularly create content, not only does it miss out on potential customers, it gains a negative reputation. Consistently creating content increases your site traffic and helps to boost SEO rankings. Beyond that, readers are more likely to visit your site frequently when they know new content is being posted regularly. 

There are a variety of ways to increase your online ranking. It all starts with amazing content. Are the pieces you’re creating establishing your authority in your industry? Are they showcasing your knowledge while also being beneficial to the reader? 

As you strive for a strong page ranking, your content should be written for people, not search engines. That kind of thinking might seem counterintuitive, but remember, humans are the ones reading and engaging with your content. When you write to inform, help, and build trust with people, your ranking will rise.

AI-generated content is a growing concern for content creators and lawmakers alike. In a series of posts on Twitter, Věra Jourová, EU Commission Vice President of Values and Transparency, outlined the measures the Commission wants to see companies take.

One of the biggest is a request that companies label AI content.

“Generative AI, like ChatGPT. A dedicated track within the Code should address it. Freedom of speech belongs to humans, not machines. these services cannot be used by malicious actors to generate disinformation such content must be recognized and clearly labelled to users.”

Much of the context of Jourová’s comments comes amid Russia’s invasion of Ukraine and the battle over misinformation.

“This is not business as usual; what the Russians want is to undermine the support of the public opinion of our citizens for the support of Ukraine,” Jourová said Monday, according to UPI.

“We simply have to defend our interests, our democracy; we have also to defend our, I will say it, fight and war because what we do is support your claim to win the war.”

While Russia may serve as the backdrop for Jourová’s comments, there are many who would like to see stricter controls on AI, especially in the context of content creation. Only time will tell if the EU’s measures go into effect and how far-reaching they may be.

Scott Tousley, Senior Team Lead of User Acquisition for all products at HubSpot, was recently interviewed on the B2B Growth Podcast by David Kelly, General Manager at Sumo Dojo. Tousley discusses how HubSpot is using Surround Sound Marketing Strategy to drive leads and sales:

Surround Sound Marketing Strategy Starting to Take Off

There is a very smart individual at HubSpot named Alex Birkett based out of Austin, Texas. He is working on this concept that is really starting to take off called Surround Sound Strategy. Essentially what that means is that it runs with the notion that marketers are selfish. All we care about is how do we drive more traffic to our website. I don’t care where it comes from. Whether it comes from search or social or referral traffic or email, it doesn’t matter. You’re always looking at how do I get more traffic to my website? The reality is that when we are trying to buy something you don’t go to one website. You go to multiple different websites when you are trying to make a purchasing decision.

For example, I’m in South Lake Tahoe right now. One search I just did recently was “best bars in South Lake Tahoe.” I wanted to see a list and I wanted to see some reviews from a couple of different websites. I also like to surf, so let’s say I’m in the market for a new shortboard. So I search for “best shortboards 2019.” First, I’ll read a listicle, then I will go back to Google and I will click on the next list. Then I will go back again and click on the next list. Then I will start to narrow my decision based on seeing the same thing over and over. Once I narrow it down I will do a versus search such as “lost puddle jumper” vs. “channel islands average joe.” I’ve narrowed my decision at that point.

We Want To Be At All Stages of the Purchasing Decision

What we are trying to do at HubSpot right now is figure out how to be everywhere. We want to be at all stages of that purchasing decision when people are searching for “what is the best blank that exists today.” Well, there are a ton of lists that are out there and a ton of review sites and HubSpot’s B2B software (has to be there). There are a lot of review sites just dominating search engines right now like Capterra, G2 Crowd, and Software Advice. A lot of those are pay to play. You have got to pay to get listed on what appears when you land via search. Most of them are.

But listicles are free. Not only are they free to get added to, but they are free to create. That’s one of the biggest things we are working on right now. How do we change our mindset from being so obsessed at driving traffic to our website? How do we make sure that HubSpot’s brand is everywhere when you are doing your product research and you are on many different websites? We actually sometimes prefer that we drive traffic to multiple different websites where we are listed versus just to our own. It’s good for social grouping.

Listen to the full interview with HubSpot’s Scott Tousley.