Google's gameplan for AI-generated content

Welcome to Marketing in the Age of Machines. Each week, we bring you the following:

👉 An innovative marketing strategy that has worked for others.

👉 The 3 most relevant contents in marketing, AI, and business that will help you understand the ever-changing landscape.

👉 3 tools for the Marketer of the Future.

👉 The quote of the week. A simple take on everyday marketing concepts.

🤓  Here are the results from a new marketing strategy I’ve been using over the last 3 months:

Problem: 
The challenge was a decrease in engagement across social media platforms due to the conventional practice of excessive daily content posting. This led to the necessity for a more effective marketing strategy to reverse the trend and boost performance on LinkedIn, YouTube, Instagram, and blog posts.

Solution: 
To tackle declining engagement, the author shifted from posting a lot everywhere to focusing on a single platform, "X." By posting only three times daily, testing different hooks, and repurposing successful content into short videos for wider distribution; they ensured only the most engaging content reached a broader audience. This selective strategy extended to blog posts and webinars, where only the top-performing content was used. The lesson is clear: prioritize quality over quantity, testing content on one platform before scaling it elsewhere, resulting in improved results with less effort.

Lesson: 
The key lesson is prioritizing quality over quantity. The author emphasized the importance of engagement and relevance by testing and refining content before scaling it across channels. This approach streamlines content creation, ensuring that marketers invest time in producing resonant content, ultimately leading to improved results in less time.

How can you apply a similar focus on quality in your own content strategy to enhance engagement?

1/. Cómo aprovechar las lecciones de Mayo Clinic para el posicionamiento efectivo en servicios de salud: This video emphasizes the significance of applying Mayo Clinic's strategies for better positioning in healthcare services. Healthcare providers can establish credibility and effectively engage with audiences by tailoring Mayo Clinic's approach to local needs. This highlights the value of learning from successful healthcare models to enhance content strategies.

Insights for B2B Marketing Directors:

• Understand your audience thoroughly, adjusting content based on their needs and educational levels. This ensures your content resonates effectively with the target B2B audience, fostering trust and engagement.

Watch the full video here:

2/. The New Playbook for Pipeline Generation is Emerging: This post anticipates a paradigm shift in B2B marketing strategies for 2024, giving 14 predictions. It covers things like fewer cold emails, a new way of selling products, and super effective salespeople using AI. The post also mentions the importance of making things personal for customers and paying attention to signals that show what customers want.

Insights for B2B Marketing Directors:

• The focus on personalization in B2B marketing is shifting due to advancements in Gen AI. Marketing directors should use AI for personalized content to meet B2B buyers' expectations.

• With traditional cold emails on the decline, B2B marketing directors should invest in technologies for signal-based prospecting to improve client outreach.

Read the full post here:

3/. Google: We Want To Reward The Best Content No Matter Site Size: This post addresses the debate over Google favoring large websites in search results. Google's Search Liaison responds to concerns, emphasizing the commitment to quality content regardless of site size. The conversation originated from an article criticizing Google's impact on independent sites. Sullivan clarifies misconceptions about manual checks on page claims and highlights the challenges in maintaining diverse search results. Despite skepticism, ongoing efforts are made to balance the dominance of large publications in search rankings.

👉 Tools in the Age of Machines:

Magic Patterns: A web tool designed to assist with creating user interface (UI) components. Targeting both designers and web developers.

fuelAI: Uses AI to help businesses with sales. Their AI tool chats with potential customers, schedules meetings, and frees up sales teams to close deals.

Zaymo: Focuses on enhancing email marketing by making emails more interactive.