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10 Tell-Tale Signs You Need to Get a New Digital Marketing Consultant



10 Tell-Tale Signs You Need to Get a New Digital Marketing Consultant

Are you feeling lost when it comes to digital marketing? Are you not seeing the results you expected? If so, it might be time to get a new digital marketing consultant. An excellent digital marketing consultant can help take your business to the next level and achieve your desired results. This blog post will discuss ten tell-tale signs indicating you need a new digital marketing consultant. Keep reading to learn more!

1. Your website is outdated and doesn’t reflect your brand well

One of the most critical aspects of your online presence is your website. It’s the first thing potential customers will see when searching for your business, and it needs to make a good impression. If your website is outdated or doesn’t reflect your brand well, it’s time to find a new digital marketing consultant.

If you’re unsure whether your website needs an update, look at some of the other websites in your industry. If you’re noticeably behind the times, it’s time to invest in a new site. Similarly, if your website is poorly designed or hard to navigate, it could be turning people away. Don’t let a bad website cost you business – if you’re not happy with yours, it’s time to make a change.

A good consultant will help you create a modern, responsive website that accurately reflects your brand and showcases your products or services. They’ll also work with you to improve your search engine optimization and ensure that your website is easy to find online. Don’t settle for a website that doesn’t reflect your business in the best light – invest in a quality digital marketing consultant to get the best results.

2. Your social media accounts are stale and not generating much engagement.

In today’s digital world, social media is one of the most powerful tools businesses have at their disposal. When used correctly, social media can help build brand awareness, drive traffic to your website, and generate leads and sales.

For example, if your social media accounts are stale and not generating much engagement, it could be a sign that your consultant is not up to date on the latest trends. Additionally, it may be time to ask for a new strategy if you do not see any results from your marketing efforts.

If you feel like you are not getting the attention you deserve from your consultant, it may be time to look for someone more responsive. By watching these signs, you can ensure that you are getting the most out of your digital marketing efforts. Remember that an excellent digital marketing consultant will help you develop fresh content ideas that will resonate with your target audience and help you grow your social media following.

3. You’re not seeing an increase in website traffic or leads

If you’re not seeing an increase in website traffic or leads, it’s possible that your current consultant isn’t using the most effective strategies. Additionally, if your campaign budget is consistently being exceeded without seeing any corresponding results, it’s time to reevaluate your consultant’s effectiveness.

If you find that you regularly have to explain your business goals and target audience to your consultant, likely, they don’t have a strong understanding of your brand. It’s essential to ensure that your consultant keeps up with the latest trends and uses the best tools to reach your target audience. Otherwise, you’ll be stuck with flatlined website traffic and leads.

Website traffic and lead generation are important metrics to consider when gauging the success of your digital marketing campaign. If you do not see an increase in either of these areas, it may be time to seek a new digital marketing consultant.

4. Your Google AdWords campaigns aren’t performing as well as they used to

If your Google AdWords campaigns aren’t performing as well as they used to, it could be a sign that your consultant doesn’t understand the latest algorithm changes or isn’t up to date on the latest best practices. Here are possible explanations for why this might be happening:

  1. Your target market has changed: If your target market has changed, your current digital marketing strategy may be no longer effective. For example, if you’re targeting a new demographic, they may not be using the exact keywords as your previous target market. As a result, your ads may not appear in search results.
  2. Your competitors have changed their strategies: If your competitors have changed their digital marketing strategies, they may be outperforming you. It’s essential to keep up with the latest trends and ensure that your campaigns are as effective as possible. Otherwise, you risk being left behind.
  3. You’re not keeping up with industry changes: The digital marketing world is constantly changing. What worked last year might not work this year. If you’re not keeping up with the latest changes, you could be missing out on new opportunities to reach your target market. Additionally, you may not be aware of new regulations or guidelines
  4. Your cost per click is rising: This is one of the most important metrics to track regarding AdWords. If your cost per click is rising, your campaigns are becoming less effective over time.
  5. Your click-through rate is falling: Another essential metric to track is your click-through rate (CTR). It measures the percentage of people who see your ad and then click on it. If your CTR is falling, it means that fewer people are finding your ad relevant or interesting.
  6. Your conversion rate is unchanged: A third key metric to track is your conversion rate, which measures the percentage of people who take the desired action after clicking on your ad (such as making a purchase). If your conversion rate isn’t increasing over time, your campaigns aren’t effectively driving results.
  7. You do not see consistent results: Finally, if you’re not seeing consistent results from your AdWords campaigns month after month, it could be a sign that you need to make some changes. Perhaps your campaigns are too narrowly focused, or you’re not using the right keywords. Whatever the case, it’s important to experiment and make adjustments until you find what works.

By working with someone up-to-date on the latest trends and best practices, you can ensure that your campaigns are as effective as possible.

5. You’ve stopped receiving monthly reports or updates from your consultant

If you’re not receiving regular reports or updates from your digital marketing consultant, it could be a sign that they’re not keeping up with your campaign. It is a problem because it means you’re not getting the information you need to make informed decisions about your marketing strategy. It also means that your consultant may not be monitoring your campaign closely enough to identify and fix problems.

As part of their role, your consultant should be providing you with monthly reports detailing the work they’ve done and the results they’ve achieved. These reports should give you a clear understanding of how your marketing campaign is performing and whether or not it’s meeting your goals.

If you’re no longer receiving these reports, it could mean that your consultant has become lax in their duties. In this case, it’s important to discuss with your consultant to find out what’s going on and see if they can turn things around. If you’ve stopped receiving reports or updates, ask your consultant why. If they can’t provide a satisfactory answer, it may be time to find a new one.

6. You’re not happy with the level of customer service you’re receiving.

As a business owner, you understand the importance of customer service. After all, happy customers are essential for any company’s success. Therefore, if you’re not pleased with the level of customer service you’re receiving from your digital marketing consultant, it’s time to make a change.

A good consultant should always be responsive to your needs and concerns, and they should take the time to answer any questions you have. If you find yourself repeatedly waiting for a response or being left in the dark, it’s time to find someone new. Good customer service is essential for a successful partnership, so don’t settle for anything less.

7. You’re not utilizing email marketing or other list-building strategies

Email marketing is one of the most cost-effective ways to reach potential customers. With a well-crafted email campaign, you can build relationships with potential customers and drive conversions. However, if your consultant isn’t utilizing this powerful tool, you’re missing out on a vital opportunity to grow your business.

In addition to email marketing, list-building strategies such as lead magnets can be highly effective in driving conversions. You can quickly build a database of potential customers by offering something of value in exchange for an email address. Again, if your consultant isn’t utilizing these strategies, you’re missing out on a valuable opportunity to grow your business.

Finally, it’s important to remember that the goal of any digital marketing campaign is to drive conversions. If your consultant isn’t focused on driving conversions, they’re not doing their job correctly.

8. Your website isn’t ranking highly in search engine results pages (SERPs)

Any business that wants to succeed online must ensure its website ranks highly on search engine results pages (SERPs). After all, if potential customers can’t find your site, they can’t buy your products or services. Many factors go into achieving a high ranking, and it can be challenging to keep up with the latest changes. It is where a digital marketing consultant comes in. A good consultant will deeply understand how search engines work and what it takes to rank highly.

It means potential customers cannot find your site when searching for keywords related to your business. Another possibility is that your website is not mobile-friendly, which is important because more and more people are using their smartphones to browse the internet. If your website is not optimized for mobile devices, you’re missing out on many potential customers. So, if your website isn’t performing as well as you’d like, it may be time to hire a new consultant.

9. You feel like you’re being overcharged for services that aren’t good at delivering results.

The feeling of being overcharged is a common one when it comes to service providers. When we’re not getting the expected results, it’s easy to feel like we’re being taken advantage of. If you feel like you’re not getting what you paid for, have a conversation with your service provider. See if any adjustments can be made to help you feel more satisfied with your results. Overall, if you’re paying more than you feel comfortable with, or if you feel like you’re not getting value for your money, it’s time to look for a new consultant.

10. You’re not getting the level of service you need

It can manifest in a number of ways, such as not getting timely responses to your inquiries or feeling like your concerns are falling on deaf ears. If you don’t feel like your consultant is genuinely invested in your success, it may be time to look for someone new. Why? Because at the end of the day, you need to be confident that your consultant has your best interests at heart and is committed to helping you reach your goals. When that isn’t the case, it isn’t easy to maintain a productive working relationship.

What To Look For In A Digital Marketing Consultant

There are many digital marketing consultants available today. However, not all of them are created equally. When you are looking for a consultant, you need to make sure that you find one who is experienced and has a proven track record. Here are some things to look for in a digital marketing consultant:


Experience should be one of your top criteria when looking for a digital marketing consultant. A digital marketing consultant with years of experience will deeply understand the various digital marketing channels and how to use them most effectively. They will also be well-versed in the latest digital marketing trends and technologies. In addition, an experienced digital marketing consultant will have a proven track record of helping businesses achieve their marketing goals.

Proven Track Record

A good way to gauge a consultant’s track record is to ask for references from previous clients. These references should be able to attest to the consultant’s ability to deliver results. If a consultant cannot provide references, that should be a red flag. Also, check out the consultant’s website and social media accounts to see what kind of work they’ve done in the past.

If the consultant has little to no online presence, that’s another cause for concern. The bottom line is that you want to work with a digital marketing consultant with a proven success track record. Otherwise, you could waste time and money on someone who doesn’t know what they’re doing.


An excellent digital marketing consultant should know various topics, including SEO, social media, email marketing, and content marketing. They should also be up-to-date on the latest trends and developments in the digital marketing landscape.


A digital marketing consultant is a creative professional who helps businesses craft and executes effective online marketing campaigns. The role of a digital marketing consultant is to understand the client’s business goals and objectives and then create a plan to help them achieve these goals.

It may involve developing a new website, optimizing an existing website for search engine ranking, or managing a social media campaign. Whatever the project, the goal is always to produce results that meet the client’s needs. When choosing a digital marketing consultant, it is essential to look for someone who is creative and has a track record of producing successful campaigns.

A good way to assess this is to ask for case studies or testimonials from previous clients. Choosing a consultant who understands the latest digital marketing trends and technologies is also important. With so many changes taking place online, it is vital to partner with someone who can keep your business ahead of the curve.


A digital marketing consultant should be flexible in their approach to helping companies. They should be willing to try new things and adapt to the ever-changing digital marketing landscape.


A digital marketing consultant should be affordable. You don’t want to spend a fortune on a consultant, but you also don’t want to skimp on quality. Find a balance that works for your budget.


If you see any tell-tale signs mentioned above, it might be time to start looking for a new digital marketing consultant. The most important thing is to find someone you feel confident in to help grow your business. With the right person on your team, you can reach new heights and achieve all of your marketing goals. We hope this guide has helped you find the right digital marketing consultant for your business.

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

1701077164 213 10 Advanced Tips for Crafting Engaging Social Content Strategies

Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

1701077165 831 10 Advanced Tips for Crafting Engaging Social Content Strategies

Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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3 Questions About AI in Content: What? So What? Now What?



3 Questions About AI in Content: What? So What? Now What?

In the United States, Thanksgiving will give us the needed break to take a collective breath.

I don’t know about you, but getting my bearings around the disruptions of generative AI presents an extreme challenge. Innovations come so quickly that once we think we have our arms around it, something new appears.

Almost one year into seeing what generative AI can do for content creation and marketing strategies, OpenAI has introduced custom GPTs for those who pay for access.

You can build custom ChatGPT applications to use the tool’s newest capabilities to do things specifically valuable to you. For example, your company could upload 10 years of blog articles and instruct the custom GPT to use the knowledge gained from the content to formulate answers to questions on the blogs’ topics. In theory, you get the depth and breadth of ChatGPT’s large language learning model focused on your knowledge base and able to take specific actions, such as sending an email or automating a task.

Impressive. But sheesh. What does that do to your plans to integrate tools into your marketing workflow? It seems like one of a hundred things that you’re supposed to pay attention to right now.

Time to reflect

If your time frees up this week either because of the holiday or because the Americans are on holiday, take a moment and reflect on these disruptions to your current marketing and content efforts.

A little more than 20 years ago, a nursing professor at Swansea University published a helpful framework for self-reflection and communication. His exercise has helped me in times of disruption, and perhaps it can be for you as well.

Answer a few questions that fall into three stages – what, so what, and now what?

  • What? Describe what has happened simply and objectively – without judgment or interpretation. Some helpful prompts: What happened? What did you observe? What events occurred? What is the current situation?
  • So what? Answer questions about what you know now that you didn’t know. You can introduce emotions. Some helpful prompts: What did you learn? What difference have the events made? Answer as yourself or within the context of your team or company.

    If it’s just you, potential questions could be: Did what happened clarify an interest? Did you hear or feel anything that surprised you? How is your experience different than what you expected? What do these events mean to you?

    If you answer on behalf of a team or group, you can ask the self-questions along with these prompts: What do these events suggest to you about this group? How might the group work better or worse with these events? How were decisions made or not made based on these events?

  • Now what? Reflect on your future actions based on the first two steps. These broader implications react to what happened. Questions center on defining and looking at the root cause: What would contribute to a successful response? What would be in the way of successfully navigating through this? What learning has now occurred, and how can I/we apply this learning?    

Ask your team to do this same exercise. When you meet back up, create a workshop or team gathering where you discuss the answers and determine where opportunities may exist.

Real reflections aren’t hot takes

If you find yourself thinking that process is basic, well, you’re right. These three questions – and the provocations that come from them – mirror a progression you’ve all tried to work through a problem. However, you don’t often do it for big disruptions in the moment. It’s just too easy to jump to the third step, “now what,” and confuse it with “what’s next.” You get overwhelmed by all the actions you can take.

You can see this challenge happening with the disruption of generative AI.

Check out this article that reflects on the disruption of generative AI in the video game industry. To make the case, it leverages Bain & Company research that “more than half of video game development process will be supported by generative AI within the next five to 10 years.” It uses “what happened” to make a case for “what’s next.” The author didn’t even bother to ask “so what” to reach the conclusion: “Microsoft wants AI to solve problems that game makers say they won’t actually have.”

If you reflect on what the Bain research actually said, you can see it’s almost the opposite of the Microsoft conclusion. The research plainly says few executives believe AI will reduce development costs. They say AI will not significantly impact talent and “do not believe it will replace the creative spark necessary for game development.”

By misinterpreting what happened and not asking, “So what,” the author jumped to predicting what’s next, which is almost useless to make any productive change to address what’s really happening.    

This is why working through this process is helpful.

Now, to be clear, hot takes are fun. I’m not suggesting you do away with predictions or the occasional response. Hot takes are a great way to start the conversation, not to finish them.

Take the time – and the process – to work it out. It’s not perfect. It’s also not meant to be a fail-safe way to predict the future. The three-question stages are meant to help you balance facts and feelings to make more productive and satisfying responses to the disruptions you face.

The process is meant to change your future, not by helping you see it more clearly but by helping you clearly see how you change it.

It’s your story. Have a wonderful, reflective Thanksgiving, and tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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