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LinkedIn & AI: How They Team Up & Why It’s Important

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LinkedIn & AI: How They Team Up & Why It's Important

Another day, another article, you might think, from some “random” on the internet preaching about
marketing and artificial intelligence. But I’m not here to give you fluff and generic knowledge about what
you could easily Google online. 

Hi, I’m Joshua B. Lee, and you might know me as the “Dopamine Dealer on LinkedIn”. In the past 2 decades, I’ve built 16 businesses, authored a book called Balance is Bullsh*t, and I’ve had clients like MySpace and Google managing nearly a billion dollars in advertising spends.

While working with companies that are larger than life, I realized one thing: The digital landscape became
quite “noisy”. AKA, there were too many automated things, robotic language, and SELL SELL SELL energies online, and the human touch got lost in the mix.

TL;DR: Human connection was obliterated, and too many people focused a lot on monetization for profit’s sake. I’m a consumer myself, so I saw a gap that could be fixed and asked, “How can I bring back the heart in this digital universe? How can I help people see beyond the screen and build genuine
connections?” 

Enter → Standout Authority, my baby since 2014. We’re all about helping folks (like you, who’s reading
this) bring the human back to your brand.

And we’ve chosen to zero in on LinkedIn—the Avengers’ HQ of business platforms—to build authentic
relationships and clients.

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Why LinkedIn?

Perhaps this number will sum it up for you: as of April 2023, LinkedIn has 922.3 million active members
on the platform.

So if you’re looking for the perfect place for marketing, networking, and reaching your audience as a thought leader in your field, this would be THE platform for you.

And as LinkedIn turns 20 this year, it’s making a huge push towards AI—quite the HOT topic everywhere,
regardless of the niche/industry.

Here’s what’s coming to a LinkedIn profile you want to get going:

LinkedIn’s Drive to Embrace AI and Transform Content Creation 

LinkedIn continues to push the boundaries of AI-powered transformation, making your content creation
more engaging, entertaining, and downright amazing.

Here are some of the bold moves LinkedIn has been making towards AI: 

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  • Ever since LinkedIn joined forces with the latest AI technology, ChatGPT, the platform has been on a roll (If you didn’t know yet, Microsoft invested $10 billion into OpenAI).
  • Since then, they’ve released a series of helpful tools such as “Smart Replies” and “Resume Assistant”— just a couple of examples of how LinkedIn has harnessed the power of AI to streamline your messaging and job-hunting experience.  
  • LinkedIn has created Collaborative Articles, a feature that allows multiple creators to work together on a single AI-generated article, offering diverse viewpoints on a given topic. 
  • AI isn’t just great for writing; it’s also an amazing helper when it comes to insights and analytics. LinkedIn is launching Content Insights, an AI-driven tool that provides data on article performance. You can’t know if your marketing is going in the right direction if you don’t know your numbers. 

LinkedIn’s AI revolution aims to foster collaboration, amplify top voices, and help creators get their high-
quality content in front of the right audience.

LinkedIn’s Supercharged Move to AI

Within 3 months, LinkedIn’s AI team managed to roll out new ChatGPT-based tools. These AI-gasmic
features are designed to make your LinkedIn experience more seamless and efficient than ever.

Let’s dive deeper:

LinkedIn + ChatGPT: A Dynamic Duo

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LinkedIn is looking to encourage us to use ChatGPT to write posts. Enter up to 30 words, click Draft
Post,” and instantly have a draft to review, edit, or post as is. In beta testing, this will be a premium
feature.

And being the Dopamine Dealer and Top Voice of LinkedIn has its perks… I’ve gained access to the beta
for the Generative AI tool (ChatGPT-4 based), and I’m one of the first to test it out. While it’s initially
available as a premium feature, the benefits it offers are bound to be worth every penny.  Think of Draft
using AI as your virtual writing assistant—the Jarvis to your Tony Stark, or the Alfred to your Batman.

It can help you:  
→ Save time. 
→ Enhance your productivity.  
→ Ensure your posts are polished to perfection.

Turbocharged Content Moderation: The AI Shield

1684874428 950 LinkedIn AI How They Team Up Why Its

Let’s face it, we’re constantly scrolling through an abundance of user-generated content, so it’s no
surprise that effectively managing and curating content on your brand’s online platforms can be an
overwhelming task.

Fortunately, there’s a solution: AI-powered content moderation is poised to revolutionize this process. By
leveraging artificial intelligence, content moderation can be automated, allowing for efficient classification, flagging, and removal of harmful content.

Here are three ways you can harness the power of AI for content moderation: 

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  • AI Content Moderation for Texts: Utilize AI to analyze the tone, categorize content, and
    monitor brand and competitor mentions through natural language processing and entity
    recognition techniques. 
  • AI Content Moderation for Images & Videos: Tap into the potential of Computer Vision
    (Visual-AI) to identify undesirable or harmful content. With the integration of natural language
    processing, AI can even detect suggestive content within images. 
  • AI Content Moderation for Voice Recordings: Explore the realm of voice analysis
    technology. AI-powered tools can transcribe voice recordings into text and analyze tone and
    intent using natural language processing algorithms. 

Thanks to the extraordinary capabilities of ChatGPT, LinkedIn’s AI-driven content moderation has been
turbocharged, making it more powerful and effective than ever before.

Job & Career Support Right at your Fingertips

We’ve all been there: that squeamish ordeal of job-hunting:

Scrolling through hundreds of companies, writing different cover letters, and tailoring your CVs to help
yourself stand out. With LinkedIn’s integration with ChatGPT’s natural language understanding, job-
hunting transforms into something you no longer have to hate.

The Ultimate Guide to An Effective Instagram Marketing Strategy

Are You Ready to Master Social Media?

Become a Certified Social Media Specialist and learn the newest strategies (by social platform) to draw organic traffic to your social media sites.

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Here’s what’s in store for you:

Hyper-personalized job recommendations that match your unique profile, skills, and passions. It’s like
your personal matchmaker who finds you the perfect career fit every time. Single. time.

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Curated selection of job recommendations that are tailor-made for you. You’ll find yourself thinking,
“How’d they know this is exactly what I’m looking for?”

Networking not your favorite way to market yourself? You might change your mind. The platform will now
have the ability to suggest conversation starters (introverts would probably love this the most),
recommend events, and identify shared interests. Way to break the ice—easily.

Going beyond helping you with job searches, LinkedIn’s got your back for your career as well, so you can
ace those interviews and land the job of your dreams.

It can now give feedback on your resume, as well as offer coaching and guidance for your interviews. It’s like your very own pocket career coach that you
can take anywhere.

As LinkedIn’s AI revolution continues to excite us and evolve in ways we can’t imagine, I can fully understand if you’re curious about the future of professional networking and its potential impact on
marketing and tech.

If you’d like to stay on top of the latest LinkedIn news and all-things-AI, follow me on LinkedIn where my
network gets first dibs on some of the newest AI updates and features out there.

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MARKETING

How To Combine PR and Content Marketing Superpowers To Achieve Business Goals

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A figure pulls open a dress shirt to reveal the term PR on a Superman-like costume, reflecting the superpower resulting from combining content and PR.

A transformative shift is happening, and it’s not AI.

The aisle between public relations and content marketing is rapidly narrowing. If you’re smart about the convergence, you can forever enhance your brand’s storytelling.

The goals and roles of content marketing and PR overlap more and more. The job descriptions look awfully similar. Shrinking budgets and a shrewd eye for efficiency mean you and your PR pals could face the chopping block if you don’t streamline operations and deliver on the company’s goals (because marketing communications is always first to be axed, right?).

Yikes. Let’s take a big, deep breath. This is not a threat. It’s an opportunity.

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Reach across the aisle to PR and streamline content creation, improve distribution strategies, and get back to the heart of what you both are meant to do: Build strong relationships and tell impactful stories.

So, before you panic-post that open-to-work banner on LinkedIn, consider these tips from content marketing, PR, and journalism pros who’ve figured out how to thrive in an increasingly narrowing content ecosystem.

1. See journalists as your audience

Savvy pros know the ability to tell an impactful story — and support it with publish-ready collateral — grounds successful media relationships. And as a content marketer, your skills in storytelling and connecting with audiences, including journalists, naturally support your PR pals’ media outreach.

Strategic storytelling creates content focused on what the audience needs and wants. Sharing content on your blog or social media builds relationships with journalists who source those channels for story ideas, event updates, and subject matter experts.

“Embedding PR strategies in your content marketing pieces informs your audience and can easily be picked up by media,” says Alex Sanchez, chief experience officer at BeWell, New Mexico’s Health Insurance Marketplace. “We have seen reporters do this many times, pulling stories from our blogs and putting them in the nightly news — most of the time without even reaching out to us.”

Acacia James, weekend producer/morning associate producer at WTOP radio in Washington, D.C., says blogs and social media posts are helpful to her work. “If I see a story idea, and I see that they’re willing to share information, it’s easier to contact them — and we can also backlink their content. It’s huge for us to be able to use every avenue.” 

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Kirby Winn, manager of PR at ImpactLife, says reporters and assignment editors are key consumers of their content. “And I don’t mean a news release that just hit their inbox. They’re going to our blog and consuming our stories, just like any other audience member,” he says. “Our organization has put more focus into content marketing in the past few years — it supports a media pitch so well and highlights the stories we have to tell.”

Storytelling attracts earned media that might not pick up the generic news topic. “It’s one thing to pitch a general story about how we help consumers sign up for low-cost health insurance,” Alex says. “Now, imagine a single mom who just got a plan after years of thinking it was too expensive. She had a terrible car accident, and the $60,000 ER bill that would have ruined her financially was covered. Now that’s a story journalists will want to cover, and that will be relatable to their audience and ours.” 

2. Learn the media outlet’s audience

Seventy-three percent of reporters say one-fourth or less of the stories pitched are relevant to their audiences, according to Cision’s 2023 State of the Media Report (registration required).

PR pros are known for building relationships with journalists, while content marketers thrive in building communities around content. Merge these best practices to build desirable content that works for your target audience and the media’s audiences simultaneously.

WTOP’s Acacia James says sources who show they’re ready to share helpful, relevant content often win pitches for coverage. “In radio, we do a lot of research on who is listening to us, and we’re focused on a prototype called ‘Mike and Jen’ — normal, everyday people in Generation X … So when we get press releases and pitches, we ask, ‘How interested will Mike and Jen be in this story?’” 

3. Deliver the full content package (and make journalists’ jobs easier)

Cranking out content to their media outlet’s standards has never been tougher for journalists. Newsrooms are significantly understaffed, and anything you can do to make their lives easier will be appreciated and potentially rewarded with coverage. Content marketers are built to think about all the elements to tell the story through multiple mediums and channels.

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“Today’s content marketing pretty much provides a package to the media outlet,” says So Young Pak, director of media relations at MedStar Washington Hospital Center. “PR is doing a lot of storytelling work in advance of media publication. We (and content marketing) work together to provide the elements to go with each story — photos, subject matter experts, patients, videos, and data points, if needed.”   

At WTOP, the successful content package includes audio. “As a radio station, we are focused on high-quality sound,” Acacia James says. “Savvy sources know to record and send us voice memos, and then we pull cuts from the audio … You will naturally want to do someone a favor if they did you one — like providing helpful soundbites, audio, and newsworthy stories.”  

While production value matters to some media, you shouldn’t stress about it. “In the past decade, how we work with reporters has changed. Back in the day, if they couldn’t be there in person, they weren’t going to interview your expert,” says Jason Carlton, an accredited PR professional and manager of marketing and communications at Intermountain Health. “During COVID, we had to switch to virtual interviewing. Now, many journalists are OK with running a Teams or Zoom interview they’ve done with an expert on the news.”

BeWell’s Alex Sanchez agrees. “I’ve heard old school PR folks cringe at the idea of putting up a Zoom video instead of getting traditional video interviews. It doesn’t really matter to consumers. Focus on the story, on the timeliness, and the relevance. Consumers want authenticity, not super stylized, stiff content.”

4. Unite great minds to maximize efficiency

Everyone needs to set aside the debate about which team — PR or content marketing — gets credit for the resulting media coverage.

At MedStar Washington Hospital Center, So Young and colleagues adopt a collaborative mindset on multichannel stories. “We can get the interview and gather information for all the different pieces — blog, audio, video, press release, internal newsletter, or magazine. That way, we’re not trying to figure things out individually, and the subject matter experts only have to have that conversation once,” she says.

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Regular, cross-team meetings are essential to understand the best channels for reaching key audiences, including the media. A story that began life as a press release might reap SEO and earned media gold if it’s strategized as a blog, video, and media pitch.

“At Intermountain Health, we have individual teams for media relations, marketing, social media, and hospital communications. That setup works well because it allows us to bring in the people who are the given experts in those areas,” says Intermountain’s Jason Carlton. “Together, we decide if a story is best for the blog, a media pitch, or a mix of channels — that way, we avoid duplicating work and the risk of diluting the story’s impact.”

5. Measure what matters

Cutting through the noise to earn media mentions requires keen attention to metrics. Since content marketing and PR metrics overlap, synthesizing the data in your team meetings can save time while streamlining your storytelling efforts.

“For content marketers, using analytical tools such as GA4 can help measure the effectiveness of their content campaigns and landing pages to determine meaningful KPIs such as organic traffic, keyword rankings, lead generation, and conversion rates,” says John Martino, director of digital marketing for Visiting Angels. “PR teams can use media coverage and social interactions to assess user engagement and brand awareness. A unified and omnichannel approach can help both teams demonstrate their value in enhancing brand visibility, engagement, and overall business success.”

To track your shared goals, launch a shared dashboard that helps tell the combined “story of your stories” to internal and executive teams. Among the metrics to monitor:

  • Page views: Obviously, this queen of metrics continues to be important across PR and content marketing. Take your analysis to the next level by evaluating which niche audiences are contributing to these views to further hone your storytelling targets, including media outlets.
  • Earned media mentions: Through a media tracker service or good old Google Alerts, you can tally the echo of your content marketing and PR. Look at your site’s referral traffic report to identify media outlets that send traffic to your blog or other web pages.
  • Organic search queries: Dive into your analytics platform to surface organic search queries that lead to visitors. Build from those questions to develop stories that further resonate with your audience and your targeted media.
  • On-page actions: When visitors show up on your content, what are they doing? What do they click? Where do they go next? Building next-step pathways is your bread and butter in content marketing — and PR can use them as a natural pipeline for media to pick up more stories, angles, and quotes.

But perhaps the biggest metric to track is team satisfaction. Who on the collaborative team had the most fun writing blogs, producing videos, or calling the news stations? Lean into the natural skills and passions of your team members to distribute work properly, maximize the team output, and improve relationships with the media, your audience, and internal teams.

“It’s really trying to understand the problem to solve — the needle to move — and determining a plan that will help them achieve their goal,” Jason says. “If you don’t have those measurable objectives, you’re not going to know whether you made a difference.”

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Don’t fear the merger

Whether you deliberately work together or not, content marketing and public relations are tied together. ImpactLife’s Kirby Winn explains, “As soon as we begin to talk about (ourselves) to a reporter who doesn’t know us, they are certainly going to check out our stories.”

But consciously uniting PR and content marketing will ease the challenges you both face. Working together allows you to save time, eliminate duplicate work, and gain free time to tell more stories and drive them into impactful media placements.

Register to attend Content Marketing World in San Diego. Use the code BLOG100 to save $100. Can’t attend in person this year? Check out the Digital Pass for access to on-demand session recordings from the live event through the end of the year.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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