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5 Ideas To Future-Proof Your Content Marketing Career in an AI Age

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5 Ideas To Future-Proof Your Content Marketing Career in an AI Age

AI-powered writing tools can simulate human thought in a way that’s both awe-inspiring and a little scary. However, they have a way to go before they can fully replicate human thought patterns.

That buys you time to prepare.

My colleague Matt Bentley predicts that it will be hard to distinguish AI-generated content from human-written content in terms of language usage and writing quality before the decade ends.

Before the decade ends, it will be hard to distinguish AI-generated content from human-written #content in language and quality, says @matt_bentley via @CMIContent. #AI Click To Tweet

A lot of time is spent today answering the question, “Will copywriters be replaced by AI?” and concluding that writers don’t need to worry now. I propose changing the question: “How can content writers prepare themselves for a world that includes AI-created content?

Here are a few of the things you can do today to ensure your work and skills can’t be replaced by a robot:

1. Learn how to use AI tools to write better content

AI-based creation-related tools can be a real asset for content marketers who know how to use them to their advantage. They range from writing functional, well-optimized content to boosting its development by completing tasks like writing meta descriptions and social media copy.

Here are a few AI tools to enhance your content creation process:

  • Grammarly uses AI to identify language that’s awkward, stilted, or unnatural in addition to its standard proofreading review.
  • Can I Rank? is our AI-powered martech tool that validates content ideas with keyword research or suggests other possibilities to help a page rank.
  • AI automates the process of producing clean and well-optimized content. It has a library of AI templates based on common copywriting formulas like attention, interest, desire, action (AIDA), and problem-agitate-solution.
  • Jarvis uses AI-powered templates to generate content, automating and optimizing your headlines and social media copy.

1644838718 487 5 Ideas To Future Proof Your Content Marketing Career in an

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2. Train in content promotion strategies

You’re not just a content writer; you’re a marketer. That means you should know how to promote content as well as write it. That right there puts you a step above any AI-writing program.

Promoting content requires an intimate understanding of your space, the audience’s pain points, and how your content and brand products address those challenges. Promotion really encompasses much of the same knowledge required for effective content creation.

Future-proof your #ContentMarketing career: Use the knowledge for great creation to do great promotion, says @AmAVagabond via @CMIContent. Click To Tweet

It’s a good idea to brush up on your content promotion skills by learning more about:

  • Link building is the practice of securing the inclusion of links to your content from reputable third-party sites to boost your site’s keyword rankings. It requires you to interact with editors and publishers and persuade them to link back to your content.
  • Content syndication is the practice of republishing your content on platforms like Medium through content aggregators to boost the reach of your content. To do this well, you must be familiar with the online spaces where your target audience hangs out and know how to make your content visible in those spaces.
  • Social media marketing involves the paid and unpaid promotion of your content, products, and services on Facebook, Instagram, Twitter, etc. It requires knowing which hashtags to use and which groups will be receptive to your content, so it gets the most likes, comments, shares, and ultimately traffic.
  • Search engine marketing goes hand in hand with search engine optimization. Know how to build pay-per-click advertising campaigns to target your keywords.

3. Become a specialist

It’s common career advice for content writers to focus on a niche or vertical as their area of expertise. Apart from just being a talented writer, you should become a subject matter expert. Know your space and vertical better than anyone else.

Tim Soulo, chief marketing officer at Ahrefs, says, “Content marketers need to be developing deep expertise in the area where they are creating their content. If you’re doing content marketing for a productivity app, you should study productivity, as well as practice it.

“It’s your knowledge and unique ideas that make your content useful and interesting. Everything else is secondary.”

Content marketers need to be developing deep expertise in the area where they are creating their #content, says @timsoulo via @AmAVagabond via @CMIContent. Click To Tweet

Some skills you can train in to make yourself more valuable than an AI copywriter include:

4. Generate demand

Viewing content creation from the perspective of its business function is essential. By thinking of it in terms of demand generation, you will better the content to the ultimate business goals. While creating the content, think about such strategies as lead magnets. Create e-books, white paper research studies, etc. Also, think about how to create content from other lead-generation tools, such as writing an article based on a webinar.

5. Gain machine-learning skills

AI content tools can achieve some impressive results, but they’re not yet capable of operating on their own. A person needs to run the AI program. You can improve your value-add as a content marketer by understanding how AI works and the basics of machine learning and natural language processing, and what they can and can’t do. That makes it more likely for your content to be improved by AI tools rather than be replaced by them.

Improve your value-add as a #content marketer by understanding how #AI works, says @AmAVagabond via @CMIContent. Click To Tweet

You also can learn how to use AI to do data analysis and information-gathering tasks to free up your time for human-involved creation like clever wordplay and creative storytelling. For example, The Washington Post uses AI for local election result reporting.

Udemy offers a wealth of courses on the subject of machine learning to familiarize yourself with the topic. Meanwhile, tech boot camps like General Assembly and Springboard offer courses in data science.

Power a human-focused career

You have two choices: 1. Bury your head in the sand and pretend that the evolution of AI-produced content won’t happen, or 2. Recognize the AI content evolution now and take steps to future-proof your career as a human content marketer.

That choice is yours.

Please note: All tools included in our blog posts are suggested by authors, not the CMI editorial team. No one post can provide all relevant tools in the space. Feel free to include additional tools in the comments (from your company or ones that you have used). 

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute




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YouTube Ad Specs, Sizes, and Examples [2024 Update]

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YouTube Ad Specs, Sizes, and Examples

Introduction

With billions of users each month, YouTube is the world’s second largest search engine and top website for video content. This makes it a great place for advertising. To succeed, advertisers need to follow the correct YouTube ad specifications. These rules help your ad reach more viewers, increasing the chance of gaining new customers and boosting brand awareness.

Types of YouTube Ads

Video Ads

  • Description: These play before, during, or after a YouTube video on computers or mobile devices.
  • Types:
    • In-stream ads: Can be skippable or non-skippable.
    • Bumper ads: Non-skippable, short ads that play before, during, or after a video.

Display Ads

  • Description: These appear in different spots on YouTube and usually use text or static images.
  • Note: YouTube does not support display image ads directly on its app, but these can be targeted to YouTube.com through Google Display Network (GDN).

Companion Banners

  • Description: Appears to the right of the YouTube player on desktop.
  • Requirement: Must be purchased alongside In-stream ads, Bumper ads, or In-feed ads.

In-feed Ads

  • Description: Resemble videos with images, headlines, and text. They link to a public or unlisted YouTube video.

Outstream Ads

  • Description: Mobile-only video ads that play outside of YouTube, on websites and apps within the Google video partner network.

Masthead Ads

  • Description: Premium, high-visibility banner ads displayed at the top of the YouTube homepage for both desktop and mobile users.

YouTube Ad Specs by Type

Skippable In-stream Video Ads

  • Placement: Before, during, or after a YouTube video.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
    • Action: 15-20 seconds

Non-skippable In-stream Video Ads

  • Description: Must be watched completely before the main video.
  • Length: 15 seconds (or 20 seconds in certain markets).
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Vertical: 9:16
    • Square: 1:1

Bumper Ads

  • Length: Maximum 6 seconds.
  • File Format: MP4, Quicktime, AVI, ASF, Windows Media, or MPEG.
  • Resolution:
    • Horizontal: 640 x 360px
    • Vertical: 480 x 360px

In-feed Ads

  • Description: Show alongside YouTube content, like search results or the Home feed.
  • Resolution:
    • Horizontal: 1920 x 1080px
    • Vertical: 1080 x 1920px
    • Square: 1080 x 1080px
  • Aspect Ratio:
    • Horizontal: 16:9
    • Square: 1:1
  • Length:
    • Awareness: 15-20 seconds
    • Consideration: 2-3 minutes
  • Headline/Description:
    • Headline: Up to 2 lines, 40 characters per line
    • Description: Up to 2 lines, 35 characters per line

Display Ads

  • Description: Static images or animated media that appear on YouTube next to video suggestions, in search results, or on the homepage.
  • Image Size: 300×60 pixels.
  • File Type: GIF, JPG, PNG.
  • File Size: Max 150KB.
  • Max Animation Length: 30 seconds.

Outstream Ads

  • Description: Mobile-only video ads that appear on websites and apps within the Google video partner network, not on YouTube itself.
  • Logo Specs:
    • Square: 1:1 (200 x 200px).
    • File Type: JPG, GIF, PNG.
    • Max Size: 200KB.

Masthead Ads

  • Description: High-visibility ads at the top of the YouTube homepage.
  • Resolution: 1920 x 1080 or higher.
  • File Type: JPG or PNG (without transparency).

Conclusion

YouTube offers a variety of ad formats to reach audiences effectively in 2024. Whether you want to build brand awareness, drive conversions, or target specific demographics, YouTube provides a dynamic platform for your advertising needs. Always follow Google’s advertising policies and the technical ad specs to ensure your ads perform their best. Ready to start using YouTube ads? Contact us today to get started!

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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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