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The Future of AI in Content Is in Your Hands [Rose-Colored Glasses]



The Future of AI in Content Is in Your Hands [Rose-Colored Glasses]

Have you heard a lot about ChatGPT lately?

I thought so.

In case you haven’t (maybe you’ve been too tied up with holiday shopping or closing the fourth quarter), ChatGPT is a prototype artificial intelligence chatbot developed by OpenAI that’s gotten a lot of media and social media coverage. This class of generative AI technology receives prompts from users, then generates new text or images (based on the data set used to train the model) in response.

That means if you’re a software engineer, you can ask it to write (or check) your code for you. If you’re a writer, you might ask it to write a blog post on technology (reasonable) or a history of London in the style of Dr. Seuss (Why? Because you can). If you’re a student, you might use it to write a college application essay. You get the idea.

The results are impressive – sort of. But I’ll come back to that.

The response to ChatGPT’s release last week (like other recent developments in AI for image creation and manipulation) has run the full spectrum of the Kubler-Ross stages of grief: denial, anger, bargaining, depression, and acceptance.

Some say ChatGPT will fundamentally “change everything in marketing, forever.” Others say it has “passed the tipping point,” and we must explore it. One writer even referred to it as a “pocket nuclear bomb … and should be withdrawn from our collective grasp immediately.”

Whether you agree or disagree with any particular take, the response has been dizzying.

Most of the conclusions in these pieces are tempered by the same word: “yet.”

I urge you to focus on the “yet” in these reactions (including this one, by the way). This technology is still in its formative stage. It’s likely to have profound effects on all manner of creative activities – including marketing and communications. The trouble is, we don’t know what those effects will be.


#AI will have profound effects on creative activities, including #ContentMarketing. We just don’t know what they’ll be yet, says @Robert_Rose via @CMIContent. Click To Tweet

Some people likely will use generative AI technology in a way that harms the creative process and creators. But it’s just as likely that some people will leverage the technology to further the craft of writing – and challenge the rest of us to use the tool to get better at it.

There will also be every flavor of the messy middle.

We are the change, not the technology

A quote almost always misattributed to renowned media theorist Marshall McLuhan says, “We shape our tools, and thereafter our tools shape us.”

This means (and it’s the most McLuhan of ideas) we create technology, but its existence also changes us. It then follows that the meaning of any new technology we invent comes from how it changes us.

With artificial intelligence and content creation, we’re in the former stage of that process. But the latter is coming.

It seems a bit premature to latch onto the idea that artificial intelligence will disrupt the future of marketing. What was the last new technology to do that? Search? For sure. Social media? Probably. Mobile? Maybe.

It also seems unproductive to proclaim that future robot overlords will take over every creative activity in our strategy. And it’s equally fruitless to claim that generative AI is some kind of “uber-cheat code,” infringing, copying, or artificially producing content that will reduce our collective creative intelligence.

Instead, maybe we can just ask a few questions – to ourselves instead of to an AI engine – and see if we can’t plot an optimal path.

The truth is ours to tell

Worries about inserting technology into the very human creative process aren’t new. After the invention of the printing press, the Dutch humanist Erasmus is said to have complained:

“To what corner of the world do they not fly, these swarm of new books? … [T]he very multitude of them is hurting scholarship because it creates a glut, and even in good things, satiety is most harmful …. [Printers] fill the world with stupid, ignorant, slanderous, scandalous books, and the number of them is such that even the valuable publications lose their value.” 

Erasmus was horrified that technology would enable any no-talent hack to publish bad content and that valuable content would be degraded as a result. Sound familiar?

The tension between human creation and technology continued with the advent of the word processor, digital photography, creative software editing suites, music editing software, and computer graphics.

Today, computer programs can simulate entire choirs, enabling anyone who can type in words to create choral symphonies almost instantly.

For years, I’ve been able to transform my keyboard into the Phil Collins’ drum kit and create my own versions of the classic In the Air Tonight solo. If I compose a song with that drum kit, fill it with a sampled choir that sings words I type, then produce an album with a cover painting I made in the style of Ansel Adams, am I an artist or a hack?

I suspect you’d have to see and hear it first. But regardless of the answer, the obvious follow-up question is, what if a tool existed where I didn’t have to type it or use the keyboard? What if I could skip all the typing and playing and just ask? Would it change your answer either way?

Using artificial intelligence for content creation is not innovative. It’s inevitable.

Using artificial intelligence for #Content creation isn’t innovative. It’s inevitable, says @Robert_Rose via @CMIContent. Click To Tweet

Technology makes us more creative, not less

Regardless of which creative technology you study, the tension-filled relationship with the human creative process has always been the same:

  1. The fear arises that people with no experience or talent will suddenly be granted unearned abilities to create.

Which leads to the second tension:

  1. The fear arises that human artisans will be replaced by “hacks” or machines.

Both tensions share one thing: Fear.

But in every case, fears like this have proven unfounded. Yes, many technological innovations have removed the need for human participation in a part of the creative process.

Digital photography removed the need for processing film in a dark room. Digital editing sites removed the need for physically cutting and splicing film together. Digital word processing and imaging software removed the need for manual typesetting.

But for each successful innovation, the new technology either added a capability, made an existing activity in the creative process more efficient, or both.

So, while the fear of being replaced is almost certainly legitimate, it will only be made real if creators choose the wrong way to be changed by technology.

Put simply, today’s content creator is no more or less talented or equipped to express ideas. ChatGPT and other generative AI only change the efficiency of those activities.

So, what is the short-term role of AI within our marketing and content creation teams? Earlier in this article, I called the initial results of ChatGPT (and the images created by DALL-E 2 and others) “impressive – sort of.”

Here’s what I meant:

If you move beyond the cute constructs like “create country song lyrics in the style of heavy metal” (yes, I did) and look at any of the essays or longer posts that ChatGPT routinely creates, you may notice the lack of a deeper human connection.

For example, I prompted ChatGPT to “tell me a funny story about a marketing guy having an existential career crisis about artificial intelligence.” Here’s what it came up with: 

There was once a marketing guy who had a serious existential crisis due to the emergence of AI. Every day, he would go to work and worry that AI could do his job better than he ever could. He became so obsessed with his fear of being replaced that he decided to take drastic measures. One day he entered the office dressed up as an AI with a shiny metal face mask, blue LEDs flashing, and wires coming out of his ears. Everyone was so impressed by his transformation that they all applauded him and gave him a promotion. After that, the marketing guy was no longer afraid of AI and embraced its potential to help businesses grow and succeed.

You can see that ChatGPT is good (quite good, actually) at constructing sentences that logically flow from one to the next. But there’s no uniquely emotional point of view – or even anything that resembles building a story. Simply put, ChatGPT can do plot – it can tell you what happened. But it’s not great at telling you in a way that makes you feel anything.

AI has no wisdom.

Wisdom is the very human quality of having the experience, knowledge, emotional intelligence, and sound judgment to help with decisions. Unfortunately, AI can’t currently combine these things.

Therefore, it can’t judge the wisdom of or originate your next differentiated white paper or e-book. It won’t create the most original idea for how you should approach your new podcast. It won’t write the next visionary business book. But it can produce something that fits the model of each of those.

Think of it this way. If you’re writing the next great American romance novel, you can use ChatGPT to get a “meh” description of Charleston, South Carolina, from your character’s perspective. But the text it generates won’t help the reader feel her emotional connection to South Carolina.


AI will be what we allow it to be

In describing the inevitability of disruptive innovation, business professor and author Clayton Christensen once shared the anecdote of a professor who dropped a pen and told his class, “I hate gravity.” After a moment, he added, “But do you know what? Gravity doesn’t care.”

The truth about artificial intelligence is that it’s here already. Arguing whether it will or won’t be used is a bit like asking digital photographers to put down their sim cards. We already routinely use AI to research things on Google, check our grammar, or search for the right hero image for our blog. Now it will help us construct the written word.

The only question that remains is how to harness it as professionals.

When it comes to artificial intelligence in content creation, many purveyors of new technology are doing themselves no favors by positioning the innovation as taking the “drudgery” (or “grunt work”) out of the creation process or as “magical.”

This is a critical point: Creators don’t view the activities or capabilities that are changing as drudgery, wasteful, or mysterious.

Digital film editing didn’t take the artistry out of cutting and splicing film together. It added an extension for content creators to do things they couldn’t do previously.

Digital imaging software didn’t remove drudgery from opening and mixing paints in a creative way. It added capacity to that process, giving artists an entire rainbow of color palettes to work with.

AI will open new doors and extend the capabilities of writers and other content creators, just as it closes doors on others. It will transform the process of written content creation in business. It will change all of us.

How it will do that, though, is still up to us.

It’s your story. Tell it well.

Get Robert’s take on content marketing industry news in just five minutes: 

Subscribe to workday or weekly CMI emails to get Rose-Colored Glasses in your inbox each week. 

 Cover image by Joseph Kalinowski/Content Marketing Institute

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How CTV can deliver market research for B2B marketers



How CTV can deliver market research for B2B marketers

Connected TV (CTV) is the fastest-growing digital ad channel, as more TV watchers cancel cable subscriptions and turn to lower-priced or free a la carte streaming options they can watch on TVs, laptops and mobile devices. Many streamers are also potential B2B prospects, but not many B2B marketers are leveraging CTV for advertising.

“We believe connected TV advertising is undervalued, and there’s so much that digital, data-driven marketers can do with connected TV advertising that goes beyond the scope of any other ad channel,” said Hooman Javidan-Nejad, director of performance marketing for CTV advertising platform MNTN, at The MarTech Conference.

Why we care. Hit shows on streaming services get the credit for the CTV surge. But within these mass audiences there is data for targeting and segmentation. B2B marketers ahead of the curve have also experimented with streaming for delivering on-demand video content to prospects. 

Serving prospects ads on ad-supported Netflix, or managing your own video programming like a kind of B2B Netflix, is a much different experience than traditional whitepapers that recognize professionals’ changing media consumption and self-serve research habits.

CTV data. “Data-driven marketing has picked up in the last decade because the nature of all those digital channels are enabling you, and empowering you, to have access to the data and to act on it,” said Javidan-Nejad. “This is something that we never had for a TV — [traditional linear] TV advertising has always had limited or no reporting.”

Because of CTV’s digital infrastructure, ad campaigns on that channel have performance and measurement data that can be used as a market research tool.

“The beauty of approaching connected TV just like another digital channel is that you can apply the same targeting criteria you are applying today on LinkedIn, or on Facebook,” he added. “The insights that you’re getting from connected TV advertising can be applied to all the other channels, or the insights that you’re getting from the creative can be applied into the other channels.”

Dig deeper: Bringing your ABM strategy to CTV

Finding audiences on CTV. When advertising on CTV, B2B marketers should execute multiple campaigns, or target different audiences with a single campaign.

For example, a B2B marketer could run one campaign based on job titles, and another one based on firmographic criteria. You could also launch a retargeting campaign, based on first-party data acquired from those who have visited your website and shared their info.

“For each of these audiences, you will get audience segment reporting,” Javidan-Nejad explained. “So you will be able to see which of these audiences have performed better, which of these audiences had a better verified visit rate, and all the other metrics [to discover] which audiences are performing better. And then you can take those audience insights and apply them to the other channels.”

Matched audiences. B2B marketers can also use existing customers and prospects from their CRM and match them with a CTV adtech partner, in order to deliver CTV ads to those prospects when they’re watching streaming TV.

“This is the same audience that you’re using across all the other paid social channels,” said Javidan-Nejad. “The insights and learnings that you get from CTV can be extended and implemented across the other channels.”

Testing creative. Before committing a large budget on a robust TV campaign, B2B marketers can test different kinds of creative on CTV to determine what messages and visual cues stick with customers and prospects.

While every digital ad channel has its own sweet spot for what works in video ads, some of these insights about what works best on CTV can be applied to other channels.

“We are all familiar with A/B testing,” Javidan-Nejad said. “As digital marketers, we always try to leverage this feature or functionality across all the other digital channels. Now you’re able to do that for your TV advertising.”

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How to Write YouTube Titles for SEO



How to Write YouTube Titles for SEO

Creating a video is a creative process which involves a lot of brainstorming, editing and producing. But the success of your video does not 100% rely on the quality or originality of that video.

Whether your video is going to be a success is determined by how many people will be able to find it and watch it.

Don’t underestimate the discoverability of your video. It may make or break your whole video marketing strategy performance.

One of the biggest channels that can drive findability of your video is search engine optimization, i.e. optimizing your video page for it to rank in search engines (mainly Google and Youtube search) for relevant keywords.

And one of the most important SEO elements of any page is its title.

What is a Youtube title?

“Title” is what you see on the browser tab when you open any Youtube page:

It is controlled by the “Title” field which is required when you upload your video to Youtube:

In the code of the page the title can be found within <title></title> tags.

On a Youtube video page, the title is also repeated underneath the video as the main heading making it also an on-page SEO element.

Youtube allows you to enter up to 100 characters to the title field and I recommend making the most of those 100 characters.

How can titles impact the findability of your video?

Page titles are key on-page SEO elements because they do both:

  • Page titles are direct ranking factors (Google uses them to understand what the page is about)
  • Page titles impact click-through by being the most visible parts of standard search snippets.

In that respect, Youtube SEO is not much different from any other types of SEO. The only slight difference is Youtube videos also get an additional section in organic results which you can target: Page titles are also included next to video thumbnails in video carousels:

Since titles are so important for your video findability and clickability, spend some extra time brainstorming effective video titles. Here are a few ideas:

How to create an effective Youtube title

1. Include your keyword

This is important in the context of this article. Keywords are still very important for SEO because they still help search engines understand the main topic of your page.

Keyword research is also a great way to estimate a demand for any topic (by looking at the search volume).

Identifying your main keyword and including it into the page title will help that video page rank for that keyword driving views for your video and generating additional brand visibility to your business. There are lots of tools and plugins allowing you to identify your target keywords.

It is a good idea to grab URLs of your competing videos and run them through this SEO Content Checker to identify their keyword usage and learn from that:

2. Make it sound interesting

I know it sounds obvious but there are too many boring video titles for me not to mention it.

Your video title needs to invite a click, so make sure it is interesting enough to invite one.

I realize it sounds easier than it really is and in many cases it is also highly subjective. But there’s a tool to help.

Using ChatGPT will help you find some ideas, in case you are stuck. Here’s what the tool was able to generate when I requested the following “Generate video title ideas that will include “Youtube marketing” keyword. Make those titles sound intriguing:”

There are quite a few pretty nice ones. If you don’t like what the tool suggested, keep asking it for more, changing your request just a bit to make it think harder.

This tool is great but make sure to pick a title that won’t over-promise. There’s a fine line between “intriguing” and “click-baiting.” Try and avoid the latter as it may reflect badly on your branding strategies.

3. Include numbers

Including a number in your page title has proven to be an effective way to get more people to click it. Click-through is likely to be an (indirect) ranking factor, so if more people click your title, there’s a good chance it will rank higher.

You cannot make each of your videos a listicle though, so you won’t be able to use this trick in each of your Youtube titles. But it is a good format to keep in mind and use from time to time.

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4. Mention a brand (if there’s one to mention)

Finally, if your video is about a well-known brand (for example, if that video is of you speaking at an event) or, more importantly, if you create it in collaboration with a well-known expert and/or influencer, include that name in your title.

Not only will it help your video rank for that searchable name, it will also increase its click-though thanks to people recognizing that name. 

Youtube also allows you to tag that name in the title (much like tagging works on Twitter or Facebook). If you add @ and then start typing that name, Youtube will allow you to select that name from the drop-down (if that brand or person has a Youtube channel). This will notify them on the mention and urge them to engage with the video helping its visibility:

No need to include your brand name though (unless that video is all about you or your company). If you pick your Youtube name well, it will help you build your brand’s recognizability with every high-ranking video because the channel name is always included in search snippets.

Keep a close eye on your results

Finally, creating an effective title is something that you can never do perfectly. There’s always room for improvement and experimentation. Learn from other well-performing videos in your or outside your niche and never stop experimenting.

Monitor video carousels for your important keywords to get notified when a new video succeeds in getting there and not what may have brought them that success. There are SEO monitoring tools that can help you with that task:

Additionally, keep a close eye on your Youtube analytics to monitor keywords that generate views from Youtube search and learn from those results:


You spend hours creating your video. It deserves a good title which will help your video get found. Spend some time brainstorming an effective title, experiment with different formats and measure your success. Good luck!

The post How to Write YouTube Titles for SEO appeared first on DigitalMarketer.

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Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]



Amazon Announces Auction System for FBA Storage Space [What Sellers Need to Know]

Amazon’s FBA program is a tremendous asset for brands who sell products on the platform. With FBA, retailers can outsource the heavy lifting of logistics such as warehousing, fulfillment, and distribution for a fee. In the last few years, sellers have expressed the need for more capacity, predictability, and control over their inventory. Amazon’s recent update helps sellers tackle those challenges and so much more.

Amazon just announced a new streamlined FBA capacity management system that will go into effect on March 1, 2023. With this new system in place, Amazon FBA will be turned into an auction where sellers can bid for additional storage space.

The system will now incorporate a single, month-long FBA capacity limit rather than weekly restock limits that can make inventory planning challenging for sellers. Now, capacity limits for the upcoming month will be announced in the third full week of each month via the Capacity Monitor in Seller Central and email notification. According to Amazon, the majority of sellers will now have access to greater capacity volumes than before.

With this new update, Amazon also announced they will provide estimated limits for the following two months to help sellers plan over a longer period. In a recent blog post highlighting the announcement, Dharmesh Mehta, Vice President of Amazon Worldwide Selling Partner Services stated, “We will forecast how much space and labor we expect to have to provide these estimates, but these estimates may vary up or down based on how efficiently sellers are using their capacity, as measured by the Inventory Performance Index (IPI) score.”

With the new Capacity Manager in place, sellers will also be able to request additional capacity based on a reservation fee that they specify. Mehta noted…

“Requests are granted objectively, starting with the highest reservation fee per cubic foot until all capacity available under this program has been allocated. When additional capacity is granted, sellers’ reservation fees are offset by earning performance credits from the sales they generate using the extra capacity. Performance credits are designed to offset up to 100% of the reservation fee, so sellers don’t pay for the additional capacity as long as their products sell through.


Our goal is to provide sellers with more control over how much space they can have while limiting unproductive use. We’ve piloted this feature with certain US sellers, and we’re excited that with this launch, we will expand it so all sellers can request higher FBA capacity limits.”


The recent announcement also highlighted how Amazon will set capacity limits and measure sellers’ inventory usage in cubic feet (vs. number of units), which better represents the capacity sellers’ products use in our fulfillment centers and transportation vehicles. As many sellers prefer to plan in units, Amazon will continue to show inventory usage in units but will also provide an estimate of how many units specific cubic volume capacity limits are likely to permit.


Tinuiti’s Take on the New FBA Capacity System


Change is certainly on the horizon. Let’s hear from Tinuiti’s own Bjorn Johnson on tips for how you can prepare for the FBA change coming March 1st.

“These changes are likely to be impactful, especially to sellers with larger products. Amazon reverting to cubic foot-based storage limits is likely to reintroduce previous issues for these clients in maintaining healthy inventory levels. Their difficulties look to be exacerbated by the addition of the bidding system. In order to keep their already high-fulfillment-fee products in stock, they’ll need to bid on large amounts of space. On the other hand, sellers with smaller products are likely to be able to store more units than before, and have the flexibility to bid on smaller amounts of space. The decision from Amazon looks like a clear effort to encourage small, light, easy-to-ship and fulfill products.”

– Bjorn Johnson, Operations Manager at Tinuiti


Want to Learn More About the New Auction System for FBA Storage Space?


We will continue to keep you informed as we learn more about the new FBA capacity system. If you’re interested in learning more about our Amazon offerings or if you have any questions concerning FBA, contact us today.


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