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Leveraging AI and Machine Learning for Personalization and Engagement



Leveraging AI and Machine Learning for Personalization and Engagement

Thanks to today’s technology, businesses have access to various sophisticated AI and machine learning solutions that can help them enhance the customer experience through more nuanced personalization.

The following guide will introduce you to some of these solutions and show you how they deliver personalization at scale. It will also address the ethical challenges of using AI and machine learning and how to address them.

AI and Machine Learning’s Role In Personalization

Traditionally, products and promotional campaigns were tailored to appeal to a specific audience or group. Thus, marketing materials were typically static and unchanging, which made them inefficient.

Your business can’t thrive if it doesn’t know who its customer is. Thorough market research is essential to catering to each customer’s needs and building your customer experience around them. But creating individual custom experiences for consumers can be tricky. Not only does it require the amassment of large sets of data, but this data must be applied in meaningful ways.

This is the role of AI and machine learning in personalization and AI in personalization. They are data-centric tools that work by sifting through large sets of acquired data, sorting it and presenting it back to you based on an input, instruction (prompt), or configuration.

6 Examples of Successful Machine Learning and AI-driven Personalization

When the internet was still in its infancy, there was no personalization; everyone was exposed to the same information.

Then designers introduced templates with blank spots that could be filled with a site visitor’s details, such as their name or location. Soon marketers used strategies such as loyalty cards and programs to gather information about their customers. This information could then be used for personalization.

But we’ve come a long way since then. Here are a few examples of how AI and machine learning have been used to deliver more optimal personalization.      

Targeted Advertising

Targeted advertising is likely the most popular application of AI and machine learning in marketing. Companies like Google and Meta use customer search history and usage behaviors to deliver personalized ads.

They also deploy AI-powered ad trackers that can determine how well an ad is performing, allowing them to adjust and improve their strategies.

Dynamic Web Design

An AI can learn about site visitors’ or clients’ preferences by observing their usage habits and behavior. This includes tracking their time spent on certain pages, products they frequently search for, etc. It can then dynamically shift the visual elements of your website, including fonts, colors, and themes.

Your website’s look and feel aren’t the only aspects of your website that machine learning and AI can improve. They can also gather information about suboptimal processes and web elements that may impede your website’s performance and ruin the customer experience. They can also determine which sections or parts of your website visitors spend the least time on or bounce away from quickly.

Enhancing Accessibility

Marketers and designers have become more attentive to the accessibility of their marketing campaigns and promotional materials. Not only does accessible marketing open you up to new customer bases, but it also has the potential to improve your brand’s reputation.

Content Recommendations

Your product and its delivery can be influenced by AI and machine learning. Streaming services are the most evident examples of this.

Machine learning algorithms are used to gather information about what users like to watch or listen to. They can then make listening or watch recommendations. They use the information gathered from other users as well to make these predictions.

Machine learning and AI also track actual viewing and listening habits. For instance, it will track if users prefer to listen to entire uninterrupted albums or mix-and-match playlists. They can also analyze how clients watch videos. For instance, do they prefer to watch movies in daily intervals or single sittings?

Personalized Customer Relations

Customer Relationship Management (CRM) software is where business intelligence meets customer experience. And, of course, CRM software has not been spared by AI-driven modernization.

Artificial intelligence can be harnessed to gather and process data from both internal and external sources. Predictive analytics offered by this system can provide organizations with unrivaled levels of customer intelligence.

Thanks to ChatGPT, more software companies have begun integrating generative AI into their software. Microsoft Co-Pilot and Salesforce’s Einstein GPT are two of the most famous examples. Generative AI can be used to relay faster responses to customers and determine the best ways to communicate with them.

This isn’t the only example of how AI is used in CRM software. Zendesk is one of the well-known software-as-a-service (SaaS) CRM software solutions. They use AI and cloud computing to deliver AI at scale. Whether through conversational AI and customer analytics, they’ve used this technology to revamp and revitalize their products by adding more personalization.  

However, they’re not the only ones. There are a litany of Zendesk alternatives using AI to deliver truly innovative products, from AI translating messages and transcribing audio in real-time to AI sending custom message responses.

Artificial intelligence and machine learning have elevated nearly every business area and will continue to do so in the foreseeable future.

Computer Vision and Facial Recognition

Organizations can use tools such as facial recognition and computer vision systems to learn things about customers. For instance, if given permission, a machine learning algorithm could cluster all the photographed images on a customer’s phone to form a profile. These tools could potentially conclude that a customer enjoys certain hobbies or likes to eat out at certain restaurants frequently.  

The Potential Ethical Challenges of AI and Machine Learning

Personal data and privacy were always concerns even before the advent and popularization of modern AI. Companies originally used strategies such as loyalty cards to extract data from customers and to understand their spending habits.

These companies would then use this data to offer customers personalized products and deals. Then smartphones became widespread, allowing companies to use metrics such as location (geolocation) and other data to deliver personalized ads.

All these forms of data gathering were introduced before current AI. Many of them can be considered unethical. So if these problems have always existed, how does AI make a difference?

Unethical Data Acquisition

AI can enhance the data acquisition process through monitoring and other techniques. It can ultimately amass and sort this data faster than a human operator, which, of course, may raise questions of privacy.


Unfortunately, machines and algorithms aren’t free from bias. After all, they’re made by human beings, and we’re naturally biased. As such, it’s only natural that algorithms built and trained by us would be as flawed.

An ML/AI model trained using data from a specific group is likelier to give unreliable predictions for people outside that group.  


Marketing is cited as one of the many industries that will be impacted by AI, causing many of those working within it some concern for their job security. AI can post on social media, interact with clients, target potential customers, etc. It can perform these tasks more efficiently than human operators.

4 Potential Solutions for Ethical Implementation of AI and Machine Learning

Data privacy and the rules and regulations that govern them continue to evolve. The best way for companies to protect themselves completely is by not capturing personal data.

However, this isn’t technically possible, especially if you want to implement AI-driven personalization to drum up engagement. The next best step is to get informed consent or gather data in such a way that the user is always aware of it.

Giving Visitors Options

Not everybody’s comfortable with the idea of an Orwellian-like software program lurking behind the scenes, watching every move they make. Visitors must be made aware of your AI and machine learning software upon visiting your website. You can do it similarly to how most modern websites notify visitors of cookies and other privacy policies.

However, many websites do not always provide users with a way to opt-in or out of certain rules or settings. By using the website, you agree to all policies, including being monitored. Users can only opt out by choosing not to engage or use your website. Of course, this isn’t ideal as you want to direct more people to your website and keep your conversion rates healthy.

Instead, you can inform users of your policies and allow them to choose which portions they can opt in or out of. This will also allow you to acquire fully informed consent.

Even if they decide they’d rather disable your monitoring tools, other more ethical ways exist to extract information about them. In these instances, AI and machine learning may not play a part in the data acquisition process. However, it can still be used to apply personalizations dynamically.

Using Surveys and Quizzes

If you can’t use AI to gather data about visitors because they’ve found a way to block it or have opted out, there are still other creative ways to do this.

For instance, you can use surveys and quizzes to learn more about your potential customers. Now defunct UK-based fashion company Thread was a great example of how this strategy could be implemented well.

Their AI would send their clients weekly style recommendations based on information acquired from these quizzes. Clients would rate the recommendations, and Thread’s AI could then use these ratings to improve their suggestions. It’s no surprise that Mark and Spencer purchased Thread’s technology to enhance their own personalization capabilities.  

Staying Up to Date With Rules and Regulations

As we previously mentioned, companies must adhere to many rules, standards and regulations when working with data. Some of the most well-known and significant include the EU’s General Data Protection Regulation (GDPR) and The American Data Privacy and Protection Act (ADPPA).

Non-compliance and infringement of the rules set out by these regulations can result in heavy fines or imprisonment. Thus, organizations must be cognisant of the data protection laws and regulations of their regions.  

This can be tricky as both the technology and the rules that govern it continue to change. Fortunately, AI can help with this and ensure that your organization is updated on the latest news and regulation changes.

Moreover, it can automatically update your security and policies based on these changes. Ultimately, machine learning and AI can be used to tackle some of the ethical challenges they present.

Upskilling Employees

Businesses must remember not to dehumanize their employees. They must be proactive to ensure that they invest in the morale of their human staff, which includes coaching and upskilling them.

Companies should also consider hiring in-house counselors to help calm and quell the fears and anxiety of their employees.    


As advancements in AI continue to accelerate, we’ll begin to see more discourse concerning the ethics of its usage. Many of the questions surrounding the ethics of using AI and machine learning tend to be philosophical. However, there are ways to approach these matters pragmatically.

Organizations must ensure guards are in place to protect customers’ privacy when using machine learning models and AI to extrapolate personalization data. Customers need to know what information is being recorded and what it’s used for.

AI and machine learning are great tools but should not be leveraged with near-reckless abandon. We can expect to see more literature and laws regulating their use in the future.          

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Top 3 Strategies for Success



Top 3 Strategies for Success

With the advent of e-commerce, manufacturers have unprecedented opportunities to expand their reach, streamline their operations, and enhance profitability. Amidst this digital revolution, adopting Manufacturing Execution Systems (MES) is pivotal in optimizing production processes, quality control, and resource management.

As the lines between traditional brick-and-mortar sales and online commerce continue to blur, manufacturers increasingly realize the need to adapt and thrive in this new digital landscape. This article explores the top 3 strategies manufacturers can employ to succeed in e-commerce.

Manufacturing Execution Systems (MES)

MES (Manufacturing Execution System) is specialized application software designed to solve the tasks of synchronization, coordination, analysis, and optimization of production output within any production. MES systems belong to the class of shop floor-level management systems but can also be used for integrated production management at the enterprise as a whole.

MES collects and analyzes production processes, product demand, and inventory data. This allows manufacturers to adapt more quickly to changes in the market, reconfigure production to meet current requirements, and closely monitor trends. As a result, manufacturers can more easily predict and meet customer needs, which helps increase online sales.

MES helps in maintaining accurate inventory records and managing inventory turnover. This avoids overstock or shortages, which can affect a company’s ability to meet online demand and maintain customer service levels.

Manufacturing Execution Systems (MES) enhance transparency and automate operations, reducing human errors and operational costs. Integrating Manufacturing CRM streamlines customer data, allowing manufacturers to tailor products, respond to market changes, and offer competitive prices in online stores. The synergy between MES and CRM creates an agile manufacturing environment, optimizing efficiency and customer satisfaction.

Content Marketing

Kapost’s research shows that companies in the B2B segment that blog get 67% more leads on average than companies that don’t. However, it’s worth remembering that content marketing requires a lot of resources to prepare and regularity in publishing it. This content can be, for example, brand identity and E-commerce logo, articles and videos, webinars, research, and interviews.

The content should help solve a specific problem to create the image of an expert and thus influence the decisions of potential customers. The topics discussed should not be chosen randomly. A little research in Google Trends will help select the main topic, discussion areas in the video, phrases, and words that should be included in the article. Publishing content based on such a prepared analysis allows you to achieve high positions in search engines. It provides a good user experience for customers looking for answers to product/service questions, comprehensively covering the subject matter.

The benefits of this e-commerce strategy are free traffic, increased user confidence, and the creation of an expert image.

Content marketing is a form of promotion that requires patience and time. Its effects will also depend on the quality of thecontent itself, its optimization, and promotion methods. No specific terms can be specified here.

YouTube channels as a form of content marketing

You can discuss your production process and show and test products on your YouTube channel. If someone is looking for information about a product and is unsure which brand to choose, they will likely find your video and maybe make a purchase. Remember to choose a title that matches the search query and prepare a video description with product links. You can send out an email to announce when new videos are released. Whenever you have particularly compelling videos, you could also promote them via texting notifications to drive even more traffic.

Utilize user-generated content and social media

Not utilizing the content that your users generate is a huge issue. This is because it’s not easy to refresh an e-commerce website and keep it alive. But photos and videos taken by real customers are great for this purpose.

Adding a “widget” that connects your online store’s website to its official social media accounts brings significant benefits. These include revitalizing your social media accounts, increasing your credibility as a manufacturer, inspiring other customers to buy, and encouraging repeat purchases.

Snapchat Planets

Snapchat’s “Planets” feature provides a unique and interactive way to engage with your e-commerce store’s audience. Here are some creative ideas on how to leverage Snapchat Planets to create engaging content:

  • Virtual Store Tours: Use the AR feature to create a virtual tour of your store. Each planet can represent different sections or categories of your store. For instance, one planet could showcase your latest collection, another could highlight bestsellers, and another could offer exclusive deals.
  • Product Launches: Announce new product launches by creating a cosmic journey. Users can travel from one planet to another, each unveiling a new product with engaging visuals and detailed descriptions. This creates a sense of excitement and discovery around new arrivals.
  • Interactive Shopping Experience: Create interactive shopping experiences where users can explore products in a fun and engaging way. For example, users can navigate through different planets to find hidden discounts or special offers, making shopping more interactive and rewarding.
  • Customer Rewards and Loyalty Programs: Develop a loyalty program where users earn points or rewards by exploring different planets. Each planet can offer unique rewards, such as discounts, free samples, or exclusive access to new collections. This gamifies the shopping experience and encourages repeat visits.
  • Themed Campaigns: Align your marketing campaigns with planetary themes. For instance, during holiday seasons, you can create a holiday-themed planet where users can find special holiday deals, gift ideas, and festive content.

By leveraging Snapchat Planets, you can transform your e-commerce store’s content into a captivating and interactive experience that keeps your audience engaged, entertained, and coming back for more.

Use newsletters to captivate your target audience

Newsletters can strengthen the connection with the consumer and demonstrate that shopping with you is safe and profitable. Remember that the more personalized the message, the more effective it will be. It should contain a call to action (CTA), such as a button that redirects to products.

Don’t forget to put a box to check for consent to process personal data when subscribing to the newsletter. Also, add an option to unsubscribe from the newsletter in each email.

A regular email account is not adapted for the newsletter, so do not use your everyday email address. This way, you risk being blacklisted by spam filters. The benefits of newsletters are optimizing advertising costs, increasing loyal audiences from different channels, and building mutually beneficial relationships with partners.

Print and PDF Channel

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In the digital landscape, the significance of Print and PDF channels cannot be underestimated for manufacturers engaging in e- commerce. The tactile experience of print offers unique psychological advantages, enhancing comprehension and retention, which are vital for technical manuals and complex product details. PDFs merge this benefit with digital accessibility, ensuring wide reach while maintaining format integrity. This dual-channel approach not only caters to diverse consumer preferences but also bolsters marketing efforts, making technical content more engaging and understandable. Utilizing catalog software further streamlines the integration of Print and PDF channels into e-commerce strategies, enhancing product presentation and distribution efficiency.

Contextual advertising: Google Ads

1716522964 713 Top 3 Strategies for Success

If you want the advertising you invest in to have an immediate effect, it’s worth turning to Google Ads. Google displays paid ads in search results and on Google’s network of partners (on-site ads in the form of banners).

You bid when you search for a keyword for which advertisers have set up a campaign. The search engine determines who will appear in the search results and at what position. When assigning bids, the quality of the landing page, the quality of the ads, and the stated maximum bid per click are all considered.

To start setting up your campaign, simply login to your Google Ads account. Using the service is free, and you’ll find plenty of online tutorials on creating a campaign. However, you may find that it won’t generate valuable traffic if you don’t set it up optimally. Your budget will be wasted on clicks that won’t lead to conversions. This is why most companies resort to the help of agencies, including specialized agencies.

There is probably no industry in which Google Ads campaigns cannot be used. However, advertising can be moderately profitable if there is a lot of competition in the industry and margins are low.

The benefits of this e-commerce strategy are large audience reach, the ability to get the target audience as accurately as possible, and very detailed statistics on results.

The effect of launching a campaign should appear almost immediately. A properly set up campaign will increase traffic to the website. By systematically optimizing the campaign, you can achieve much better results.

You also can use paid Facebook Ads post promotion. It is important to pinpoint your target group, but how do you do it? A popular way is to draw up a customer portrait, that is, to make a collective image of your customer.

This considers age, gender, income level, location, interests and hobbies, and online behavior. Such a person will display a group interested in your services or goods.

Implement personalized product selections

Recommended product block and cross-selling are very powerful internet marketing strategies. In addition to the recommended product block, which shows the analogs of the product being viewed, it is worth paying attention to the website’s functionality.

As a rule, the products in the “You may also like” block are selected based on the pages previously viewed by the customer, his previous purchases on the website, as well as what was purchased by other customers with similar tastes. If this functionality is implemented technically sound, it can lead to additional items added to the shopping cart. “You may also like” block partly acts as an alternative to the advice of a specialist or consultant.

With blocks for cross-selling related products is a similar situation. Usually, in them are placed products from the same product line, collection, or simply those that perfectly match the product being viewed. You can use AI-powered live chats to proactively engage in customer conversations and suggest products based on their behavior.


E-commerce for manufacturers is a vast field, and in this article, we have presented the most popular and most effective forms of selling online. Remember, no effective e-commerce strategy exists. Each industry and business will have specifics. Try combining the above mentioned e-commerce strategies to maximize your chances of success and increase your profits.

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Why Even Crushing Content Failures Aren’t Mistakes



Why Even Crushing Content Failures Aren’t Mistakes

Did you follow the Apple iPad Pro content debacle?

Here’s a quick recap. A recent online ad for the new iPad Pro showed a large hydraulic press slowly crushing various symbols of creativity. A metronome, a piano, a record player, a video game, paints, books, and other creative tools splinter and smash as the Sonny and Cher song All I Ever Need Is You plays.

The ad’s title? “Crush!”

The point of the commercial — I think — is to show that Apple managed to smush (that’s the technical term) all this heretofore analog creativity into its new, very thin iPad Pro.  

To say the ad received bad reviews is underselling the response. Judgment was swift and unrelenting. The creative world freaked out.

On X, actor Hugh Grant shared Tim Cook’s post featuring the ad and added this comment: “The destruction of the human experience. Courtesy of Silicon Valley.”

When fellow actor Justine Bateman shared the Tim Cook post, she simply wrote, “Truly, what is wrong with you?” Other critiques ranged from tone-challenged to wasteful to many worse things.

Actor Justine Bateman shared Tim Cook’s post on X, which featured the ad, and added this comment: "Truly, what is wrong with you?".

A couple of days later, Apple apologized and canceled plans to air the ad on television.

How not-so-great content ideas come to life

The level of anger surprises me. Look, the ad does show the eyeballs on an emoji-faced squishy ball popping under the plates’ pressure, but still. Calling the ad “actually psychotic” might be a skosh over the top.

Yes, the ad missed the mark. And the company’s subsequent decision to apologize makes sense.

But anyone who’s participated in creating a content misfire knows this truth: Mistakes look much more obvious in hindsight.

On paper, I bet this concept sounded great. The brainstorming meeting probably started with something like this: “We want to show how the iPad Pro metaphorically contains this huge mass of creative tools in a thin and cool package.”

Maybe someone suggested representing that exact thing with CGI (maybe a colorful tornado rising from the screen). Then someone else suggested showing the actual physical objects getting condensed would be more powerful.

Here’s my imagined version of the conversation that might have happened after someone pointed out the popular internet meme of things getting crushed in a hydraulic press.

“People love that!”

“If we add buckets of paint, it will be super colorful and cool.”

“It’ll be a cooler version of that LG ad that ran in 2008.”


“It’ll be just like that ad where a bus driver kidnaps and subsequently crushes all the cute little Pokémon characters in a bus!” (Believe it or not, that was actually a thing.)

The resulting commercial suffers from the perfect creative storm: A not-great (copycat) idea at the absolutely wrong time.

None of us know what constraints Apple’s creative team worked under. How much time did they have to come up with a concept? Did they have time to test it with audiences? Maybe crushing physical objects fit into the budget better than CGI. All these factors affect the creative process and options (even at a giant company like Apple).

That’s not an excuse — it’s just reality.

Content failure or content mistake?

Many ad campaigns provoke a “What the hell were they thinking?” response (think Pepsi’s Kendall Jenner ad or those cringy brand tributes that follow celebrity deaths).

Does that mean they’re failures? Or are they mistakes? And what’s the difference?

As I wrote after Peloton’s holiday ad debacle (remember that?), people learn to fear mistakes early on. Most of us hear cautionary messages almost from day one.

Some are necessary and helpful (“Don’t stick a knife in a live toaster” or “Look both ways before you cross the street.”) Some aren’t (“Make that essay perfect” or “Don’t miss that goal.”)

As a result, many people grow up afraid to take risks — and that hampers creativity. The problem arises from conflating failure and mistakes. It helps to know the difference.

I moved to Los Angeles in 1987 to become a rock ‘n’ roll musician. I failed. But it wasn’t a mistake. I wasn’t wrong to try. My attempt just didn’t work.

Labeling a failed attempt a “mistake” feeds the fears that keep people from attempting anything creative.

The conflation of failure and mistakes happens all too often in creative marketing. Sure, people create content pieces (and let’s not forget that there are always people behind those ideas) that genuinely count as mistakes.

They also create content that simply fails.

Don’t let extreme reactions make you fear failures

Here’s the thing about failed content. You can do all the work to research your audience and take the time to develop and polish your ideas — and the content still might fail. The story, the platform, or the format might not resonate, or the audience simply might not care for it. That doesn’t mean it’s a mistake.

Was the Apple ad a mistake? Maybe, but I don’t think so.

Was it a failure? The vitriolic response indicates yes.

Still, the commercial generated an impressive amount of awareness (53 million views of the Tim Cook post on X, per Variety.) And, despite the apology, the company hasn’t taken the ad down from its YouTube page where it’s earned more than 1 million views.

The fictional Captain Jean Luc Picard once said, “It is possible to commit no mistakes and still lose. That is not weakness. That is life.” The Apple ad turns that statement on its head — Apple made many mistakes and still won a tremendous amount of attention.

I’m not suggesting that people shouldn’t criticize creative work. Constructive critiques help us learn from our own and others’ failures. You can even have a good laugh about content fails.

Just acknowledge, as the Roman philosopher Cicero once wrote, “Not every mistake is a foolish one.” 

Creative teams take risks. They try things outside their comfort zone. Sometimes they fail (sometimes spectacularly).

But don’t let others’ expressions of anger over failures inhibit your willingness to try creative things.

Wouldn’t you love to get the whole world talking about the content you create? To get there, you have to risk that level of failure.

And taking that risk isn’t a mistake.

It’s your story. Tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute 

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The Future of Content Success Is Social



The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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