- Marketing in the Age of Machines
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- High-quality content / Bard wins research battle against competitors / Hyper-personalization of content
High-quality content / Bard wins research battle against competitors / Hyper-personalization of content
A weekly email with the best of marketing, Ai, and business.
Marketing in the age of Machines by Castleberry
May 29, 2023
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Welcome to Marketing in the Age of Machines. Each week, we bring you:
👉 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.
🤯How to take a business stuck at $1500 a month to $35 million a year: Nathan Barry took his Software as a Service (SaaS) company, stuck at $1500 a month in profit, to $100K a month in just one year, and then to $35 million a year, here’s how he did it:
His solution: First, he chose a specific target audience, a niche. This allowed him to identify his prospects on Twitter and Google. When we say niche, we mean it: “Bloggers who write about triathlons in the US.” Then, he followed them and interacted with their content, that way, when he sent his cold email asking what the "pains" of using his competitors' solutions were, he would be known and he’d get a response. Notice he didn’t start with a pitch, he began by trying to understand the pain points of his audience and making the email about them.
In addition, through free trials and taking on the task of “doing things that don’t scale”, he focused on eliminating one of the main objections in B2B software: the fear of switching providers. He did this by manually moving customer information over to his software. You’re probably thinking, that’s not scalable”, but that’s the point, sometimes the unscalable leads to your biggest growth.
The lesson: Most large companies deploy a team, capital, and communication channels to new initiatives. This of course makes sense, because they are playing to their strengths. But how many times do we see large companies deploy an unscalable strategy to kickstart the growth of their new product or service? As marketers, we need to remain open-minded to ideas that don’t scale. Our largest source of growth might begin with an unscalable idea.
1/."High-Quality Content" is the Most Useless Phrase in Marketing; We Can Do Better: This article argues that "high-quality content" is a useless phrase in marketing. The reason? Quality is subjective and varies according to individual tastes. Because of the above, the article proposes establishing specific criteria for evaluating content based on business objectives.
More:
Today more than ever, it is paramount to research the target audience, find relevant topics, choose the correct formats and ensure that the content meets the audience’s needs. (We actually have a tool for this)
Opinions on content quality may vary among people and audiences, so it is more important to address the target audience rather than look for universally accepted quality.
Every organization and audience has unique characteristics, so no formula exists for creating high quality content.
Want to read the whole article? Here is the link: https://bit.ly/41Nvt
At Castleberry, we help B2B brands captivate their audiences through Content Marketing strategies that include ABM, Thought Leadership, and Content at Scale.
2/. Google Bard has low self-esteem and a lame UI. But it's great for real-time competitive research: In a comparative exercise, Bard was asked to analyze the two market-dominant SEO tools, SEMRush and Ahrefs, through user reviews. Almost in real-time, Bard responded with a list summarizing the main findings from dozens of user reviews. On the other hand, ChatGPT's beta version could not access the specific URL, so it only yielded an analysis done in September 2021.
More:
Google Bard has high potential but an unattractive user interface (UI).
While there are still limitations to what the AI can do, it excels at quickly processing large amounts of text.
Bard is an excellent tool for analyzing online opinions, identifying topics and trends, and uncovering market opportunities.
Google Bard has low self-esteem and a lame UI.
But it's great for real-time competitive research.
Check this out: 👇
— Brian Bourque (@bbourque)
12:58 PM • May 20, 2023
3/. Carvana created 1.3 million hyper-personalized videos: Carvana, the U.S. car sales company, produced 1.3 million hyper-personalized videos, combining script, voice, and video unique to each user. Each video includes the date of purchase, make, model, and other car data, as well as relevant events when the vehicle was purchased. Using text-to-speech AI technology and 3D models, more than five years of personalized videos were created in a matter of days.
To see the video and additional views of the hyper-personalization that took place, here is the link: https://bit.ly/06Sot.
👉 Tools in the age of the machines:
Captioncreator: with this tool, you can generate subtitles for a video efficiently and accurately. It quickly transcribes and translates from any language to English, supports noisy audio, supports various accents, and allows editing subtitles. It uses OpenAI Whisper technology.
tl.dv: With this free extension, you can automatically record and transcribe Google Meet and Zoom meetings and calls. It features transcription in more than 20 languages. In addition, key moments can be marked with a single click.
Usermaven: This platform is like bringing a data scientist onto your team. It allows you to track events, analyze marketing channels, discover the user journey on the website, understand user behavior, and get accurate statistics, all in one handy, easy-to-understand report.
Consistency is one of the main keys to a successful content strategy."