- Marketing in the Age of Machines
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- Why AI detectors claimed they generated the US constitution
Why AI detectors claimed they generated the US constitution
A weekly email with the best of marketing, AI, and business.
Marketing in the age of Machines by Castleberry
November 16, 2023
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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.
🤓 In my previous role as CMO, I was required to procure and implement an email service provider for an e-commerce subscription style start-up business:
Problem: In today's B2B landscape, the role of salespeople is diminishing, leaving vendors struggling to adapt to buyers relying more on online research and peer recommendations. Outdated models involve time-consuming calls and unresponsiveness, risking missed opportunities. The challenge is clear: businesses must align sales processes with the autonomous buyer habits of today.
Solution: To address modern B2B challenges, companies must realign marketing efforts. Sam Duggan emphasizes leveraging online channels for education demonstrating expertise through social media and communities. Reevaluate the traditional approach of discovery calls, prioritizing seamless product demos for efficient insights. Marketing teams need to shift to proactive engagement, emphasizing education over direct sales interactions to enhance relevance in the marketplace.
Lesson: Sam Duggan's buying journey teaches that successful marketing in 2023 requires understanding and respecting the autonomy of modern buyers. Acknowledge consumers' independent purchasing journeys, leveraging online resources and peer recommendations. The lesson for marketing teams is clear: meet potential customers where they are in their journey, providing valuable info through channels like social media. Responsiveness, accessibility, and educational content are key. The traditional sales model with discovery calls before showcasing the product can be counterproductive. Building trust requires adapting to the modern, autonomous buyer.
In my previous role as CMO, I was required to procure and implement an email service provider for an ecommerce subscription style start-up business.
Let's reverse-engineer my buying process:
— Sam Duggan (@y2duggan)
4:02 PM • Oct 6, 2023
1/. Programmatic SEO, Explained for Beginners: This post introduces the concept of Programmatic SEO, a method of creating keyword-targeted pages automatically or semi-automatically. Examples from companies like Zapier, Zillow, and G2 showcase how programmatic SEO generates millions of pageviews by creating numerous pages tailored to various keywords. This post emphasizes the importance of relevant data and the risk of thin content in programmatic SEO, as Google's John Mueller highlighted. The step-by-step guide explains how to get started with programmatic SEO, emphasizing finding scalable keywords, checking search intent, sourcing relevant data, building pages, and publishing content.
Insights for B2B Marketing Directors:
Programmatic SEO's success lies in relevant, unique data. B2B marketers should focus on providing valuable information that aligns with user intent rather than generating a large number of pages.
Utilizing proprietary, licensed public, or scraped data can enhance programmatic content. B2B marketing directors should explore various data sources to create outstanding content.
Read the full post here:
At Castleberry, we assist B2B brands in captivating their audiences through Content Marketing strategies.
Are you ready to take the first steps toward hiring a content agency?
2/. Why AI detectors think the US Constitution was written by AI: This post delves into the challenges of using AI writing detection tools, such as GPTZero, to identify AI-generated content. Despite false positives leading to accusations against students and even misclassifying texts like the US Constitution or The Bible as AI-generated, these tools rely on metrics like perplexity and burstiness. This article questions the reliability of such tools, highlighting their inability to distinguish between human and AI writing consistently. Additionally, it discusses the biases and challenges faced by AI writing detection, emphasizing the potential negative impact of false accusations in education.
Insights for B2B Marketing Directors:
B2B marketing directors should exercise caution in integrating AI writing detection tools into content creation and evaluation processes. The observed limitations and false positives in educational settings underscore the need for a prudent approach, ensuring that AI tools complement, rather than replace, human judgment in B2B content workflows.
Marketing directors should have a nuanced understanding of the metrics employed by AI writing detectors, such as perplexity and burstiness. This awareness allows for informed decision-making, helping marketing teams navigate the challenges associated with AI-generated content and make strategic choices that align with the specific needs and nuances of B2B communication.
3/. Deep Dive Into Google Analytics 4: The Bay Area Content Marketing Meetup dived into the switch from Universal Analytics to Google Analytics 4 (GA4). Experts Rosemary and Kyle highlighted GA4's big changes, like focusing more on users, tracking across devices, using machine learning, and respecting privacy. They talked about how GA4 lets you customize things, take report snapshots, and pay attention to user engagement. GA4 now looks at how long people stay on a page, what pages they view, and if they do important things (like sign up). You can also track specific actions, like watching videos. Even though moving to GA4 needs some getting used to, it's a helpful tool for understanding web data, and there are pros to help with learning and using it.
👉 Tools in the Age of Machines:
Snapvid: An AI-powered video editor that helps content creators create engaging shorts in just 30 seconds. It has different features, such as automatic subtitles, emojis, and transitions, to make videos more visually appealing and shareable.
Trendata: An AI-driven market intelligence platform that helps businesses make better decisions by providing real-time insights into their markets. Trendata also provides businesses with actionable recommendations based on these insights.
Site: An AI-powered knowledge base that helps teams collaborate and share information more effectively. It provides a centralized location for storing and organizing documents, notes, and wiki pages.
If you want to excel at content marketing you need to understand the triggers that drive your customers to take action, and then create content around that.