Marketing Is in Its AI Era: Strategies, Tools, and Insights with Tahnee Perry

Episode 4: Marketing Is in Its AI Era: Strategies, Tools, and Insights with Tahnee Perry Interview: Tahnee Perry Episode Summary:

In this episode, hosts Ken Roden and Erin Mills explore the ways AI is reshaping marketing strategies with Tahnee Perry, an expert in AI-powered marketing. They discuss the accessibility of AI tools for marketers, the benefits of using AI in content creation and distribution, and the importance of maintaining a human touch in marketing. Tahnee shares practical tips for incorporating AI into marketing workflows and maximizing productivity. She also highlights the impact of AI on personalization and the future of marketing.

00:54 Exploring AI Tools: ChatGPT vs. Claude in Marketing

02:23 Personalizing AI: Crafting Custom GPTs

04:02 Insights: Tahnee Perry on AI-Driven Marketing Strategies

14:21 Maximizing Content Creation with AI: Tools and Strategies

28:19 AI's Impact on Marketing Distribution and Personalization

28:55 Exploring Programmatic SEO and Personalized Content

31:35 Navigating the MarTech Landscape: Selection and Integration

33:51 Implementing AI in Marketing: Challenges and Strategies

35:25 Maximizing Productivity with AI Tools

Key Takeaways:

• AI tools, such as ChatGPT and Gemini, are becoming more accessible and affordable, allowing marketers to experiment and integrate AI into their workflows.
• Custom GPTs can be created to refine messaging and generate personalized content based on audience insights and brand guidelines.
• AI can help marketers brainstorm ideas, synthesize customer data, and create targeted content that resonates with their audience.
• Collaboration and human input are essential for maintaining a human touch in marketing while leveraging AI tools for efficiency and productivity.
• Marketers should assess their existing tools and resources before investing in new AI technologies, considering integration capabilities and long-term viability.

About our Guest:

Tahnee Perry is a leading expert in AI-powered marketing and the author of "Zero to Unicorn." With over a decade of experience in digital marketing innovation, Tahnee helps businesses harness the power of AI to transform their marketing strategies. She has presented at major industry events and contributed to publications like Forbes and Medium.

Notable Quotes:

• "AI is not replacing people yet. It helps elevate people who are still developing their skills." - Tahnee Perry
• "The key is sitting down and figuring out what you want to do and what outcome you're looking for. Then find the right AI tool and experiment to add efficiency to your workflow." - Tahnee Perry
• "AI can help you think through all the different steps to come up with your marketing plan and identify your ideal customer profile. It adds efficiency and momentum to your work." - Tahnee Perry

Resources:

• Tahnee Perry's newsletter, "Zero to Unicorn": Link
• Follow Tahnee Perry on LinkedIn
• Liza Adams’ Frameworks: Link
• Opus Clips: Link
• Reclaim: Link
• Read.ai: Link
• Veed.io: Link
• Mutiny

Episode Transcript

(00:19):
Thanks for tuning in to the future craft marketing podcast.
Let's get it started hey there.
Welcome to the FutureCraft marketing podcast, where we're exploring how AI is changing all things from brand to demand. 7 00:00:36,339.999 --> 00:00:39,680 I'm Ken Roden, one of your guides on this exciting journey.

(00:39):
And I'm Erin Mills, your other co host.
And together, we're here to unpack the future of AI and marketing. 10 00:00:46,489.999 --> 00:00:52,729.999 We'll share some insights, test the latest technology, interview industry pioneers, and talk to folks doing really cool things. 11 00:00:53,229.998 --> 00:00:56,949.999 So Ken, what cool thing have you been doing with Gen AI? Yeah. 12 00:00:57,19.999 --> 00:01:02,109.999 A few episodes we've been ChatGPT or Claude and what's better for what. 13 00:01:02,499.999 --> 00:01:05,749.999 So I've actually been using Claude quite a bit to help refine my messaging. 14 00:01:06,119.999 --> 00:01:25,719.999 So what I've been doing is actually uploading some persona information, some insights about the target buyer, the industry, and then giving it some topics I want to dive into more around some specific functionality, giving an idea of some messaging and then saying like, how could I refine this to talk to this level of buyer or this. 15 00:01:26,109.999 --> 00:01:28,119.999 Industry in this specific industry. 16 00:01:28,479.999 --> 00:01:30,209.999 And I'd say give me three options. 17 00:01:30,684.999 --> 00:01:39,944.999 And then from there, I can put together something that I'm actually able to use, because I know that's something people always talk about okay, can you actually use chat GPT for things? Yes, you actually can. 18 00:01:39,944.999 --> 00:02:04,39.998 So are you finding that the quality is getting better as you're evolving your personas or, what's changed? Yeah, I think we have been talking a lot about personas, right? And I think as I'm getting better about putting more quality answers or information into the prompt and being a little bit more specific, I'm getting better answers, and I think I'm asking better questions. 19 00:02:04,309.998 --> 00:02:13,969.998 I think one thing that I learned from one of our guests was before you ask it a question, tell it to read and absorb the information you've given it. 20 00:02:14,269.998 --> 00:02:16,299.998 And that was a game changer for me as well. 21 00:02:16,729.997 --> 00:02:19,79.996 I'm a fan of using Claude for messaging right now. 22 00:02:19,179.996 --> 00:02:21,169.997 Who knows if that will change with the algorithm updates. 23 00:02:21,169.997 --> 00:02:22,299.997 But right now I'm good with it. 24 00:02:22,629.997 --> 00:02:26,449.997 What about you, Erin What have you been doing with a I? I was really inspired. 25 00:02:26,499.997 --> 00:02:31,829.997 I think a episode or two ago, you were talking about how you were creating custom GPTs. 26 00:02:32,19.997 --> 00:02:37,249.996 And so I also created my own, was a lot easier than I thought it would be to create it. 27 00:02:37,289.996 --> 00:02:40,279.995 But refining it is where some of the magic comes in. 28 00:02:40,339.996 --> 00:02:45,989.996 And so what I did was created some of the we've been talking about personas. 29 00:02:46,289.996 --> 00:02:48,469.996 They play into everything that we do and it's a good starting point. 30 00:02:48,679.996 --> 00:02:53,869.996 So actually created a different persona for each one of the folks that we talk to. 31 00:02:53,869.996 --> 00:03:01,649.995 And I think what's interesting is Nicole Leffer on our first episode had mentioned how she has that really great GPT you are. 32 00:03:02,69.996 --> 00:03:07,659.996 I use that thing all the time, but this takes it almost another level to incorporate some of the other work that you've done in your personas. 33 00:03:08,209.996 --> 00:03:09,929.995 So the outputs have been really cool. 34 00:03:10,429.995 --> 00:03:10,699.995 Yeah. 35 00:03:10,919.995 --> 00:03:17,689.995 I think personas is something that we all should be trying to refine because I do think there's just a lot of good information out there. 36 00:03:17,909.995 --> 00:03:20,179.995 So I have a little bit of a challenge to our listeners. 37 00:03:20,809.995 --> 00:03:22,49.995 Let's try this out. 38 00:03:22,59.995 --> 00:03:29,209.994 Try using these personas and try and use ChatGPT or Claude for helping you build personas and let us know what's working and what isn't. 39 00:03:29,899.995 --> 00:03:36,239.9945 Erin, who do we have to talk to today? It's a great segue because you start with personas to develop your content. 40 00:03:36,479.9935 --> 00:03:42,759.9945 We have Tahnee Perry on the show today, who is really an expert at content creation and productivity. 41 00:03:42,759.9945 --> 00:03:49,859.9945 really excited to have that conversation and learn a little bit more about how to optimize and create more content workflows within your existing teams. 42 00:03:50,359.9945 --> 00:03:50,789.9935 That's great. 43 00:03:50,789.9945 --> 00:03:52,139.9935 I really love her newsletter. 44 00:03:52,219.9945 --> 00:03:54,939.8945 Is it from zero to unicorn? I think that's the one. 45 00:03:55,44.9955 --> 00:03:55,564.9955 It's great. 46 00:03:55,564.9955 --> 00:03:57,504.9955 We'll be right back with that in just a minute. 47 00:03:57,554.9955 --> 00:04:04,244.9955 Welcome and buckle up for another Future Craft Marketing podcast interview where we dive deep into AI and marketing. 48 00:04:04,654.9955 --> 00:04:13,934.9945 Today we have the privilege of being joined by Tahnee Perry, a trailblazer and leader in AI and marketing, and the author of one of my favorite resources, Zero to Unicorn. 49 00:04:14,99.9955 --> 00:04:15,279.9955 You guys should all check it out. 50 00:04:15,709.9955 --> 00:04:18,579.9955 Tahnee is a leading expert in AI powered marketing. 51 00:04:18,589.9955 --> 00:04:22,709.9955 She helps businesses harness the power of AI to transform their marketing strategies. 52 00:04:23,69.9955 --> 00:04:28,229.9955 Tahnee is presented at major industry events and contributed to publications like Forbes and Medium. 53 00:04:28,669.9955 --> 00:04:42,269.9945 With over a decade of experience at the forefront of digital marketing innovation, tahnee is passionate about helping marketers stay ahead of the curve in an increasingly AI driven world, which is exactly what we are about here at Future Craft Marketing. 54 00:04:42,589.9945 --> 00:04:44,489.9955 Tahnee thank you so much for joining us. 55 00:04:45,479.9955 --> 00:04:47,39.9945 Thank you so much for having me. 56 00:04:47,669.9955 --> 00:04:53,79.9955 let's start off with something that's really top of mind for many marketers, limited resources. 57 00:04:53,579.9955 --> 00:04:57,379.9955 It's an omnipresent topic, especially in today's economic climate. 58 00:04:57,739.9955 --> 00:05:00,669.9955 Many teams are feeling like AI might be out of reach. 59 00:05:00,889.9955 --> 00:05:12,819.9955 Can you debunk some of the myths and share some practical ways AI tools can be leveraged to build a marketing strategy? Yeah, I think AI has never been more accessible than it is today. 60 00:05:12,879.9945 --> 00:05:24,169.9965 And I think that's what's so great, especially for marketers, because the barrier to entry for using some of these tools and taking an advantage of AI in your work is really easy. 61 00:05:24,549.9965 --> 00:05:35,729.9965 So I think most people have experienced AI with the new large language models that are out there, like ChatGPT and Google's Gemini, and they have free versions and even the pro tiers are fairly affordable. 62 00:05:36,19.9965 --> 00:05:42,649.9965 And I think it's, there's no excuse now to not experiment and to not use these as part of your day to day. 63 00:05:43,109.9965 --> 00:05:50,129.9965 And I think as marketers having the ability to get access to those and then figuring out how you want to integrate them into your work. 64 00:05:50,609.9965 --> 00:05:55,469.9965 is really important because it's going to have a big impact on everything you do. 65 00:05:56,309.9965 --> 00:05:56,669.9965 Yeah. 66 00:05:56,729.9965 --> 00:06:02,989.9965 And you've had some roles and worked with a lot of companies at that startups or scale phase. 67 00:06:03,159.9965 --> 00:06:17,889.9965 What kind of recommendations or guidance do you have for smaller teams or, single marketers at startups, to get started with AI? I actually think that for startups and solo teams, it's perfect. 68 00:06:18,219.9965 --> 00:06:33,459.9975 in my work, I consult with a lot of companies and it's actually the enterprise level companies that are having a lot of trouble because they have bigger teams, they have more process, there's a lot more steps they have to go through to get the AI in the hands of the people who are making things. 69 00:06:33,859.9965 --> 00:06:37,479.9965 At a startup with a smaller team, you're shortcutting all of that. 70 00:06:37,959.9965 --> 00:06:43,629.9965 You're figuring things out and the approval process, you find that you talk to people about. 71 00:06:43,844.9965 --> 00:06:44,784.9965 This is a good idea. 72 00:06:44,814.9965 --> 00:06:46,174.9965 And then they're like, let's do it. 73 00:06:46,254.9965 --> 00:07:07,44.9965 And what I'm finding with my clients that are on the smaller side, like early stage companies is that the key is sitting down and figuring out, okay, what is it that you want to do? What's the outcome you're looking for? Being really clear about that, because I think sometimes people get frustrated when AI or an LLM doesn't do the thing they want it to do, it's because they weren't clear about what they wanted it to do. 74 00:07:07,834.9965 --> 00:07:20,704.9955 And so if you can have that outcome created and defined, and then you find the right tool for that, and you experiment, you'd be surprised at how much efficiency you can add for a small team. 75 00:07:21,34.9955 --> 00:07:28,24.9965 Because the key, I think, for something like ChatGPT is It really helps you do more across a lot of different areas. 76 00:07:28,394.9965 --> 00:07:35,564.9965 So for a solo marketer, that's amazing because you don't have to now be an expert or a specialist in every single element of marketing. 77 00:07:35,564.9965 --> 00:07:40,374.9955 Like you guys are marketers, think about all the different things that we have to know and understand and create. 78 00:07:40,904.9965 --> 00:07:41,814.9965 It's huge. 79 00:07:42,334.9965 --> 00:07:47,934.9965 And the beauty of these LLMs is that they have the world's knowledge, like accessible. 80 00:07:47,944.9965 --> 00:07:54,995.0965 So if you have a question or if you need to, Spitball an idea, ChatGPT or Gemini are really great for something like that. 81 00:07:55,695.0965 --> 00:08:12,105.0955 You mentioned something that's got me thinking, what do you think about enterprise marketing organizations who aren't using AI? Is this a chance for, the solopreneurs, solo marketers to catch up with the big guys? Most definitely. 82 00:08:12,195.0955 --> 00:08:14,605.0955 And we've seen research that shows that. 83 00:08:15,225.0955 --> 00:08:23,765.0955 If you are already, an expert in your field, you are going to perform at a higher level than an LLM. 84 00:08:24,265.0955 --> 00:08:31,485.0955 And if you are, beginning out or you're mid level, an LLM or AI can help you rise. 85 00:08:31,820.0965 --> 00:08:33,730.0965 to the level of someone who's an expert. 86 00:08:34,300.0965 --> 00:08:37,230.0965 And so it's really, AI is not replacing people, yet. 87 00:08:37,500.0965 --> 00:08:39,420.0965 Anyway, there's some rumors about that coming. 88 00:08:39,640.0955 --> 00:08:43,660.0965 But I do think it helps elevate people who are still developing their skills. 89 00:08:43,680.0955 --> 00:08:45,320.0965 And again, that's the beauty of AI. 90 00:08:45,320.0965 --> 00:08:46,990.0965 It's accessible to anyone, everywhere. 91 00:08:47,30.0965 --> 00:08:50,30.0965 And it really helps improve outputs across the board. 92 00:08:50,530.0965 --> 00:08:57,970.0955 Yeah, one thing that's also interesting, aside from just being somebody that's more junior and then comes up and, can learn things faster. 93 00:08:58,430.0955 --> 00:09:01,330.0965 It's also about your marketing game can travel a lot easier. 94 00:09:01,330.0965 --> 00:09:05,840.0965 You don't have to have a significant depth of knowledge in a particular industry. 95 00:09:06,40.0955 --> 00:09:28,527.597 How might that apply with, the clients that you work with or what you're seeing with other people? what we've seen in some companies is either putting on the hold, hiring for extra staff or expanding their teams and experimenting with AI today to see, How they can increase the outputs or increase the types of tasks that they're tackling. 96 00:09:28,977.597 --> 00:09:31,807.597 So I'm consulting with a company right now. 97 00:09:31,857.597 --> 00:09:36,687.597 You have a team of about 65 marketers and they have a couple of specialists. 98 00:09:36,982.597 --> 00:09:49,292.597 But what they're finding is ways for each of their teams and each of their groups to, it's almost like they have an AI assistant who plugs in where some of the other team members might not have that skill set or that knowledge. 99 00:09:49,672.597 --> 00:09:57,832.597 And so they have a fairly big team and they have a lot of people doing a lot of different things and they have specialists, but AI is definitely there to help them when there's a gap. 100 00:09:58,302.597 --> 00:10:01,562.597 So I'm definitely seeing that in some of the companies today. 101 00:10:02,62.597 --> 00:10:03,802.5965 That's such a smart approach. 102 00:10:03,802.5965 --> 00:10:05,62.5955 One of the things I think that's. 103 00:10:05,572.5965 --> 00:10:12,672.5965 talked about a lot is niche marketing, guerrilla marketing, grassroots marketing, how to, get personalized and it can be incredibly effective. 104 00:10:12,992.5965 --> 00:10:27,862.6975 If you think about how marketers can leverage generative AI to create targeted content that resonates, what are some of the tips that you would give marketers out there today? the beauty of AI is it's accessibility and it's affordability, which is a really key piece of, grassroots or niche marketing. 105 00:10:28,312.6975 --> 00:10:32,122.6975 And again, great for startups who have small budgets. 106 00:10:32,582.6975 --> 00:10:42,142.6975 And I think one of the areas that AI is great at is helping you, especially if you're a solo marketer, tackle more tasks than you could. 107 00:10:42,482.6975 --> 00:10:45,332.6975 As a single person, there's only so many hours in a day. 108 00:10:45,862.6975 --> 00:10:50,822.6975 And what you can do with AI or your favorite LLM like chat GPT is craft. 109 00:10:51,622.6975 --> 00:11:12,822.6985 An entire marketing strategy, it's not something you'd want to cut and paste into your work, but it helps you think through all the steps to come up with your marketing plan identify your ideal customer profile and flesh out who they are and where you might find them and then you can identify what are the areas that I can tackle now. 110 00:11:13,152.6985 --> 00:11:19,802.6985 affordably that's going to make a connection and raise the awareness of my solution over someone else's solution. 111 00:11:20,212.6985 --> 00:11:23,582.6975 And I'm actually doing this with a client right now where we're pretty neat. 112 00:11:23,592.6985 --> 00:11:24,842.6985 Their solution's pretty niche. 113 00:11:24,842.6985 --> 00:11:26,392.6975 They don't have a whole lot of brand awareness. 114 00:11:26,852.6975 --> 00:11:41,457.6985 And what we do as a team is sit down and say, okay, What are we, who are we, and what do we stand for, and what is the product itself? And then I can go away and collaborate with ChatGPT and say, okay, help me come up with some programs that are easy and quick and don't cost a lot. 115 00:11:41,837.6985 --> 00:11:45,477.6985 And then it gives me a list of 10 or 20, however many I ask for. 116 00:11:45,487.6985 --> 00:11:48,267.6985 And then I can look at that list and say, okay, these three are actually good. 117 00:11:48,527.6985 --> 00:11:50,717.6985 Because, everything you get out isn't going to be amazing. 118 00:11:50,717.6985 --> 00:11:55,377.6985 We know that a lot of the stuff that returns back is subpar, but there's going to be maybe one. 119 00:11:55,767.6985 --> 00:12:03,957.6985 Great idea that you didn't think of, and then you can integrate that back into the plan or the marketing campaign, whatever it is you're building. 120 00:12:04,307.6985 --> 00:12:12,507.6985 And you'll find you'll get so much more and you get more momentum from using AI as your partner, especially when it's grassroots, than if you don't use it at all. 121 00:12:13,7.6985 --> 00:12:14,37.6985 that's really interesting. 122 00:12:14,117.6985 --> 00:12:24,777.6985 And I have an idea of what you might say to this, with your copy and paste, comment, but, What are some of the pitfalls that people, or common mistakes that, that people are making and how can they avoid them? There are definitely a few. 123 00:12:24,837.6985 --> 00:12:33,457.6975 And the first one you've already mentioned, I would never cut and paste anything that you get out of a machine because it's going to be very generic. 124 00:12:33,662.6975 --> 00:12:44,652.6975 you can get ideas and it can prompt, you in the right direction, but you want to add your own personal touch, whatever it is you're creating, whether it's a strategy brief, a blog post, a social caption. 125 00:12:44,962.6975 --> 00:12:50,312.6965 It's always better when you take an idea from the AI output and then you personalize it. 126 00:12:50,502.6975 --> 00:13:26,272.6975 The second thing is I would always check your facts because LLMs are known for hallucinating, and you never really know if what it's telling you is true, and some of the LLMs are really bad at providing a source, and so you're going to have to dig a little bit to make sure that your, what you're saying is correct, and there's definitely some examples out there where people have gotten in a bit of trouble And then the second is just be aware that anything that you put into the majority of these tools is not private. 127 00:13:27,242.6975 --> 00:13:40,512.6975 And so if you have personally identifiable information for your company and you upload it in a CSV file, then that most likely will go into the training model and it could come back out anywhere else. 128 00:13:41,12.6975 --> 00:13:58,782.6975 And so if you, there are cases where you can sign up for a tool or an enterprise program where you're in a walled garden, but if you were using the free versions of any of these tools, All of your inputs go back into the training model and can come out somewhere else that you're not aware of. 129 00:13:58,912.6975 --> 00:14:03,892.6975 I really think that last point is really important, right? Whatever you input, it's not yours. 130 00:14:03,952.6975 --> 00:14:06,292.6975 Be very mindful, people listening that to do that. 131 00:14:06,542.6975 --> 00:14:09,412.6975 Broadening a little bit more to just content strategy in general. 132 00:14:09,882.6975 --> 00:14:16,622.6975 You've mentioned before in your newsletter about using ChatGPT or generative AI to 10 extra content production. 133 00:14:16,892.6975 --> 00:14:27,192.6995 What are some of the tools like ChatGPT or using other things to help with that content creation or other stages of that journey? I love tools. 134 00:14:27,282.6985 --> 00:14:35,222.6985 And one of the things that I spend quite a bit of my time on is experimenting with all of the new platforms and tools that are coming out. 135 00:14:35,282.6975 --> 00:14:36,862.6975 Indeed, the Martech report. 136 00:14:37,467.6985 --> 00:14:48,407.6985 Annual poll was just released last week and they stated now there's 14, 000 plus marketing tools available today, which just blows my mind. 137 00:14:48,427.6985 --> 00:14:51,847.697 That is so many, it's more than we could ever go through and assess. 138 00:14:52,587.698 --> 00:14:55,387.699 But that said, there are some that rise to the top. 139 00:14:55,457.699 --> 00:14:59,47.698 And so I'm always keeping my eye on what other people are using and recommending. 140 00:14:59,127.698 --> 00:15:00,67.698 Piques my interest. 141 00:15:00,77.698 --> 00:15:04,57.698 I'll do my form of research where I'll look at G2 reviews. 142 00:15:04,87.698 --> 00:15:15,397.697 I'll check if there are valid use cases, if they have a founding team, cause there are, you'll notice like some will launch a platform and there's not a whole lot of information about it. 143 00:15:15,397.697 --> 00:15:16,737.697 You're not really sure if it works. 144 00:15:17,197.697 --> 00:15:19,547.697 There's just some cues I think you can keep an eye on. 145 00:15:19,547.697 --> 00:15:25,407.697 Is this really a quality tool or not? And so that's the process I go through to select them. 146 00:15:25,407.697 --> 00:15:28,477.697 And then when I've done that and I think it's, worth my time. 147 00:15:28,517.697 --> 00:15:33,207.697 I'll go in, sign up for an account, either pay for the pro tier or use the free trial. 148 00:15:33,497.696 --> 00:15:34,47.697 And then if I. 149 00:15:34,682.697 --> 00:15:38,122.697 get value out of it, gets integrated into my day to day. 150 00:15:38,152.697 --> 00:15:40,232.697 So I have a couple that I wanted to share. 151 00:15:41,162.697 --> 00:15:43,412.597 GPT 4 is my all rounder. 152 00:15:43,492.697 --> 00:15:48,122.697 I test GPT 4, Gemini, and Claude on a regular basis. 153 00:15:48,152.697 --> 00:15:53,342.696 And sometimes I'll go check out Copilot and see if it's getting better, but I haven't had as good results with that. 154 00:15:54,22.697 --> 00:15:59,442.697 And GPT 4 consistently performs the best at the widest variety of tasks. 155 00:16:00,62.697 --> 00:16:01,472.697 It can read images. 156 00:16:01,472.697 --> 00:16:03,372.696 It can, surf the internet. 157 00:16:03,422.697 --> 00:16:04,822.696 It can analyze data. 158 00:16:05,312.697 --> 00:16:06,842.697 Gemini is pretty close second. 159 00:16:06,932.697 --> 00:16:15,882.697 And then Claude, it's really good at written text, so if you want help with a title or a blog post, I will tend to go there to ask for its input. 160 00:16:16,222.697 --> 00:16:18,812.697 But it doesn't do all the other stuff, so that's why. 161 00:16:18,862.696 --> 00:16:20,312.697 GPT 4 is my all rounder. 162 00:16:21,132.697 --> 00:16:26,32.697 If you're looking to do SEO, especially, we're talking about content generation, you need to do things like keyword research. 163 00:16:26,72.697 --> 00:16:35,172.697 SEMrush, I think, just still has the best and the most robust set of features, and they are really aggressive with integrating the AI into their platform. 164 00:16:36,102.696 --> 00:16:40,752.697 If you do want a dedicated copywriting tool, I love AnyWord. 165 00:16:41,372.697 --> 00:16:46,462.697 And the reason I like AnyWord is that it's the only copywriting tool now that scores your copy. 166 00:16:46,522.697 --> 00:16:52,532.697 So you can go in there and you can score your title, you can score add, copy, it won't score a block. 167 00:16:52,612.697 --> 00:16:54,952.697 It's a little bit too much and maybe that's coming later. 168 00:16:54,952.697 --> 00:16:56,702.697 But what I like about it is it'll tell you. 169 00:16:57,87.697 --> 00:16:59,517.697 Why it thinks that's going to connect with your audience. 170 00:16:59,617.697 --> 00:17:03,357.697 it will predict the success of it engaging. 171 00:17:03,387.697 --> 00:17:04,707.697 And I think that's really helpful. 172 00:17:04,737.697 --> 00:17:13,577.697 'cause a lot of times, like you create content and you're like, is anyone gonna read this? Is it gonna resonate? And so it's nice to have a little bit of information about that before you hit the publish button. 173 00:17:14,77.697 --> 00:17:19,837.697 And then two more, on the design side, I love Canva because they've been really aggressive in releasing AI tools. 174 00:17:19,837.697 --> 00:17:30,457.697 I love their background feature, when you start designing things, you don't realize like how often you just want to strip the background out and you literally click a button and it disappears and it's wonderful. 175 00:17:30,887.696 --> 00:17:32,17.697 And then finally, Veed. 176 00:17:32,37.697 --> 00:17:43,177.697 io, which is a video platform and what they, I think their specialty really is taking long format videos and breaking them into shorter format that you can use on all your social media. 177 00:17:43,462.697 --> 00:17:45,202.697 So those are my top ones that I love. 178 00:17:46,192.697 --> 00:17:46,822.697 Those are great. 179 00:17:47,662.697 --> 00:17:48,652.697 That's very clever. 180 00:17:48,952.697 --> 00:17:56,427.697 Hey, one area that I think a lot of our listeners spend a lot of time on and I do too, is content creation, but. 181 00:17:57,42.697 --> 00:18:01,322.697 I always find that the earlier parts of content creation are challenging. 182 00:18:01,742.697 --> 00:18:11,962.697 How do you think about, using AI for things like brainstorming or the earlier stages of that content strategy? You're so right. 183 00:18:12,12.696 --> 00:18:13,92.696 That blank page. 184 00:18:13,372.697 --> 00:18:26,92.6965 Syndrome is a real challenge for content marketers and the beauty of a chat GPT is that you don't have that anymore because it can provide thought starters or it can give you some ideas of where you want to go and you can take it from there. 185 00:18:26,92.6965 --> 00:18:36,142.697 If you get stuck in the middle of a blog, it'll help you continue your thought and maybe you don't take exactly what it's given you, but it's a way to get the gears moving in your head. 186 00:18:36,622.697 --> 00:18:39,602.697 But, I think a great use case that not a lot of people. 187 00:18:39,967.697 --> 00:18:54,817.696 Using something like ChatGBT4 is taking all of your customer and audience insights and asking it to synthesize all of that data and help you come up with creative content ideas. 188 00:18:55,97.697 --> 00:19:09,897.697 A great example is, let's say you're responsible for producing all of your advertising, all of your, let's say Facebook advertising, and you've got to come up with a title and your call to action and your value prop and the supporting graphic. 189 00:19:10,597.697 --> 00:19:31,207.697 AI is a great partner in that because you could take all of the research you've done with your customers, and that could be reviews that you have on G2, it could be surveys you've conducted, it could be just your ICP or your persona map, and you feed all that in And then you start to ask the LLM questions about the data you've inputted. 190 00:19:31,227.697 --> 00:19:47,387.697 And it does a really good job of summarizing and synthesizing and connecting different parts, and then coming up with creative ideas, you can, if you can feed enough information into it, you can start to get some really good outputs when you're asking it in a conversational manner. 191 00:19:47,387.697 --> 00:19:49,727.697 It's not like you have to be a data scientist to get it back. 192 00:19:50,237.697 --> 00:19:59,867.6965 And so you can ask it, here's my information about my idea or customer profile, give me 10 ideas for an ad campaign, and it'll just, right there, you've got 10 ideas. 193 00:19:59,867.6965 --> 00:20:07,7.6965 And so instead of you sitting there smoke coming out of your ears because you're trying to think of that next creative idea, ChattyBT can help you get there. 194 00:20:08,7.6965 --> 00:20:11,37.6965 I think we've all been there with the smoke coming out of our ears. 195 00:20:11,527.6965 --> 00:20:33,22.598 Assuming you've passed the death by blank page and you have all these great ideas, how can marketers really ensure that their, content that they're producing or even just brainstorming with a chat AI has their brand voice and tone? I think it depends a little bit on the tool that you're using and how you're using it. 196 00:20:33,242.698 --> 00:20:41,332.698 If you could go into the free version of ChatGPT or Google's Gemini, for example, what you're getting back is very generic. 197 00:20:41,472.698 --> 00:20:55,82.698 And I hear from a lot of people who are frustrated With AI they're like, it doesn't work, and I'm like you gotta just go in and write a simple prompt, because what you get back is the most basic and generic of what an LLM has to offer. 198 00:20:55,702.698 --> 00:21:08,112.699 Instead I would say, you either have to create a custom GPT, this is why I like ChatGPT, because it has the ability to go in and create custom GPT's based on your instructions. 199 00:21:08,717.699 --> 00:21:11,557.699 So I have a whole set of clients and they're all a little bit different. 200 00:21:11,557.699 --> 00:21:15,157.699 They have different value props, different customers, different brand and style guides. 201 00:21:15,237.699 --> 00:21:19,227.698 And what I've done is I've created a custom GPT for each of them. 202 00:21:20,7.699 --> 00:21:22,137.699 And they need different things. 203 00:21:22,137.699 --> 00:21:28,717.699 So one of my clients does a lot of, they're like an e commerce brand and they need a lot of Shopify product descriptions. 204 00:21:29,287.698 --> 00:21:36,917.699 So in their custom GPT, I'd have a template of what I want a product description to look like. 205 00:21:37,247.699 --> 00:21:38,887.6985 And I lay it out, word for word. 206 00:21:38,887.6985 --> 00:21:42,997.6985 Here's how it should sound, tone, style, format, headings. 207 00:21:43,692.6985 --> 00:21:45,522.6985 It's information that you need to include. 208 00:21:45,842.6985 --> 00:22:03,862.6975 And then when I sit down and they have a new product they want to launch, all I need is bullet points and I'll sit down with the founder and she'll give me three things like the color, the style, what it's made of, and I'll plug that into ChatGPT and then I get a full page's worth of beautifully written product description. 209 00:22:04,182.6975 --> 00:22:10,432.6975 If I had just put that in without having tuned the LLM first, I don't think I would be happy with it. 210 00:22:11,417.6975 --> 00:22:16,817.6975 So what I would say is you need to do some of the pre work to get to that ideal outcome. 211 00:22:17,77.6975 --> 00:22:26,617.6975 And custom GPTEs is one way to do it, and there are tools out there, some of the copywriting ones in particular, like Anyword, Jasper, Rider, I think we've heard of those. 212 00:22:26,627.6975 --> 00:22:31,287.6975 They also have a portion of the tool where you set it up. 213 00:22:31,367.6975 --> 00:22:39,827.6975 You can even load your brand and style guide and it will then read through it and then it saves all of the instructions as part of the entire platform. 214 00:22:40,627.6975 --> 00:22:46,637.6975 Yeah, it's pretty incredible what you can do, but I've heard so many people say Oh I try to didn't work. 215 00:22:46,647.6975 --> 00:23:03,387.6965 And it's but what did you put into it actually, before you got the answer that you didn't like, right? One thing I saw you post a couple weeks ago was around, are we losing the human touch in our marketing with generative AI? I remember you referenced, a Grammarly ad. 216 00:23:03,827.6965 --> 00:23:08,677.6965 That you're like, even this AI company puts the human touch still in their marketing. 217 00:23:08,887.6965 --> 00:23:20,417.6955 And what I'm curious about is like, how can the marketers use AI to help with their writing and content creation, but still keep that human element in their brand voice? It's a great question. 218 00:23:20,417.6965 --> 00:23:23,737.6965 And I think something we'll probably be debating forever. 219 00:23:24,407.6965 --> 00:23:36,547.6965 Conversations with copywriters and content creators, and I'd say 99 percent of them agree that what you get from Gen AI is not as good as what they can write. 220 00:23:37,57.6965 --> 00:23:39,717.6955 But they're also specialists in their field. 221 00:23:39,837.6965 --> 00:23:45,947.6965 And the research has shown that if you're a specialist and you're really good at your job, AI is never going to be as good as you. 222 00:23:46,357.6965 --> 00:23:52,497.6955 I think where AI really excels is if you're maybe an amateur copywriter or English is your second language. 223 00:23:53,117.6965 --> 00:24:00,297.6965 And AI can be really helpful for you because it can bring you closer up to a professional level of writing. 224 00:24:01,87.6965 --> 00:24:07,547.6975 That said, I'd never argue that you should cut and paste out of, chat GPT or Gemini. 225 00:24:07,557.6975 --> 00:24:09,247.6965 It just, it's not you. 226 00:24:09,447.6975 --> 00:24:10,667.6975 And then so it's not human. 227 00:24:11,137.6975 --> 00:24:24,47.6975 And I think Grammarly was a beautiful example because you could tell all of the taglines that were really clever, they were on point, they showed off the value prop but in a really short, catchy way. 228 00:24:24,517.6975 --> 00:24:31,107.6975 In my experience, when I've asked ChatGPT to give me something great for an ad, it never does. 229 00:24:31,707.6965 --> 00:24:33,887.6975 I'm usually like, oh man, that's so cheesy. 230 00:24:34,387.6975 --> 00:24:43,147.6975 It's like cringeworthy, but usually I get an idea from the list of 10 things that's given me that I can then riff on myself. 231 00:24:43,627.6975 --> 00:24:46,77.6965 So it's a partnership and not a replacement. 232 00:24:46,87.6975 --> 00:24:53,997.6975 And I think that's how you keep the human element is by using AI for the elements of your work process that are frustrating and boring and not helpful. 233 00:24:54,307.6975 --> 00:25:02,7.6965 And making sure you inject you into the areas where AI is not good, which is creativity, originality, authenticity. 234 00:25:02,352.6975 --> 00:25:04,572.6975 And there'll always be a place for that, I think. 235 00:25:05,72.6975 --> 00:25:06,292.6975 Yeah, I think so too. 236 00:25:06,362.6975 --> 00:25:20,752.6975 I'm curious to get your thoughts about existing content development process for a lot of these companies and how do we incorporate these tools without disrupting the workflow? Obviously, we can get some efficiencies, but would love to get your thoughts I think it depends on the size of the team. 237 00:25:20,842.6985 --> 00:25:31,412.6985 If you're a solo marketer or like a freelance copywriter, it's really easy to integrate these things into the parts of your workflow that make sense for you because you can just decide like I'm going to do it for this or I'm not going to do it for that. 238 00:25:31,817.6985 --> 00:25:35,497.6985 But for the bigger teams, it's something you have to sit down and plot out. 239 00:25:35,857.6985 --> 00:25:52,487.6985 So the client that I advised for that has the 60 team, 60 marketer team, there's lots of different people who are part of all these campaign programs and every person has a part and then they have to bring in the collaboration piece and the approval piece. 240 00:25:53,92.6985 --> 00:25:59,572.6985 And if you just rip out something, and without telling anybody, it's gonna create some chaos. 241 00:25:59,922.6985 --> 00:26:11,552.6975 So my recommendation is that you sit down and you figure out what are the use cases that you want for AI, and then plot them out and compare them to what you're doing today, and then come up with a change management plan. 242 00:26:12,122.6985 --> 00:26:15,242.6975 Because you'll need to say, here's where we're going to start to integrate it. 243 00:26:15,882.6985 --> 00:26:17,32.6985 And here's where we're not. 244 00:26:17,342.6985 --> 00:26:33,842.6985 And then make sure that each person who's impacted as part of that process knows what's happening and when, because if you try to make the change too quickly without making sure that everybody knows what's happening, you're going to end up with miscommunication, duplicate work, people are going to get frustrated. 245 00:26:34,132.6995 --> 00:26:38,142.6995 And this is where we've found, when I'm consulting, that. 246 00:26:38,512.6995 --> 00:26:51,572.6995 AI integration fails is when you're not spending enough time in that setup phase, thinking about how, where, and when, and making sure you have a really tight plan for it. 247 00:26:51,802.6995 --> 00:26:58,882.6995 If you don't think through that and you don't have that laid out and everybody's in agreement, you're going to Usually what happens is the company is like, this was a disaster. 248 00:26:59,62.6995 --> 00:26:59,932.6995 We're not doing it. 249 00:26:59,982.6995 --> 00:27:02,472.6995 And now let's go back to how we were doing it before. 250 00:27:02,972.6995 --> 00:27:03,712.6995 Have a plan. 251 00:27:03,962.6995 --> 00:27:04,882.6995 That's the main thing. 252 00:27:05,382.6995 --> 00:27:09,22.6985 Change management, I think is one of the biggest hurdles folks have. 253 00:27:09,22.6995 --> 00:27:11,572.6995 And especially as things move faster and faster. 254 00:27:11,572.6995 --> 00:27:15,682.7005 So let's say, whether it's the 60 person team or the. 255 00:27:15,892.7005 --> 00:27:24,92.7005 two person team or five person team has taken all these gems and incorporated it into their strategies and the content development process. 256 00:27:24,492.7005 --> 00:27:37,572.6995 How would you say they could use Gen AI or AI in general to get that content out to their ICP? you can take a lot of information about your ICP, who they are, what their pain points are, what solutions they're looking for. 257 00:27:38,157.6995 --> 00:27:51,717.6995 If you can identify the job to be done what's that thing, that outcome they want, you can then create content that they're going to find useful, whether it's educational or maybe entertaining. 258 00:27:52,227.6985 --> 00:27:56,497.6985 So AI can help you identify that, give you some ideas for the content to create. 259 00:27:56,547.6995 --> 00:28:02,387.6995 And then for the distribution piece of it, I don't know that AI is having a big impact on it yet. 260 00:28:02,807.6995 --> 00:28:04,447.6995 You want to go where you're. 261 00:28:04,797.6995 --> 00:28:08,407.6995 audiences, and that's probably still the same places. 262 00:28:09,232.6995 --> 00:28:11,612.6995 It's today as it was yesterday or a year ago. 263 00:28:11,882.6995 --> 00:28:24,932.6995 It's, the social channels, what social channels are they using? Are they attending events? Are they in a certain location? Like outdoor advertising is not being impacted that much by AI except maybe in the media buying phase. 264 00:28:25,242.6985 --> 00:28:29,222.699 If outdoor advertising is having a big impact for you, I'd say keep doing that. 265 00:28:29,932.699 --> 00:28:32,392.699 I would say one use case, there's actually two use cases. 266 00:28:33,207.699 --> 00:28:37,417.699 That AI is having an impact and it's on personalization. 267 00:28:38,37.699 --> 00:28:43,67.699 So if you're a SAS company, a really great tool to check out is Mutiny. 268 00:28:43,87.699 --> 00:28:48,477.699 And what they help you do is personalize your landing pages as a one to one kind of scenario. 269 00:28:49,372.699 --> 00:28:59,62.699 so you can go in and you can say, when someone, if they're cookied, if someone comes in, or if you invite them in through an email campaign, it will identify them and know who it is. 270 00:28:59,92.699 --> 00:29:13,392.699 And you've created content using the Mutiny AI helper, because it makes it dynamic and it will change the pages, the shell of the page is the same and then there are key elements, it will change and that's dynamic based on who's visiting the page. 271 00:29:13,402.699 --> 00:29:14,322.699 It's really cool. 272 00:29:15,102.699 --> 00:29:26,62.699 And I think, yeah, so the distribution, they're coming to the same place, but what you're doing is that you're personalizing it to a much more granular level than you ever could before. 273 00:29:26,862.699 --> 00:29:30,522.699 The other example I was going to mention is programmatic SEO, which is very similar. 274 00:29:30,522.699 --> 00:29:32,782.699 So I think it was DoorDash that did this. 275 00:29:32,852.699 --> 00:29:45,292.698 Here are all the cities that we think we want to target, and we want to build out personalized pages that highlight the top three restaurants in a location when someone visits. 276 00:29:45,602.698 --> 00:29:53,272.698 They built out this big table that had ChatGPT write the descriptions and also source the names of the restaurants. 277 00:29:53,272.698 --> 00:29:58,412.6985 And then when someone visited from Chicago, they got Chicago's top three restaurants and New York and LA and so on. 278 00:29:58,412.6985 --> 00:30:00,522.6985 And they did this for 1300 cities. 279 00:30:00,592.6985 --> 00:30:01,532.6985 It was absolutely amazing. 280 00:30:01,532.6985 --> 00:30:06,702.6985 And because it's all automated and they're using chat GPT to write the content, it just happens. 281 00:30:07,262.6985 --> 00:30:09,982.6985 It would take months for a human person to do that. 282 00:30:10,852.6985 --> 00:30:11,212.6985 Yeah. 283 00:30:11,412.6985 --> 00:30:22,512.6985 It's really, it was going to not only expedite how work gets done, but the end user, our buyers are just going to expect things to be more personalized, more tailored to what we're looking for. 284 00:30:22,512.6985 --> 00:30:28,362.6985 And if not, I think we're going to, leave the website, I think the other that's interesting is we've worked in B2B. 285 00:30:28,362.6985 --> 00:30:31,512.6985 it's that whole consumerization of experiences. 286 00:30:31,512.6985 --> 00:30:34,542.6985 Having it served up in my inbox to, all the different touch points. 287 00:30:34,542.6985 --> 00:30:36,802.6985 I think that's going to be what we see too. 288 00:30:37,342.6985 --> 00:30:37,562.6985 Yeah. 289 00:30:37,562.6985 --> 00:30:43,412.6985 I think B2B buyers are going to expect you to hand them the solution on the homepage. 290 00:30:43,782.6985 --> 00:30:47,972.6975 They're not going, they're not wanting, they won't want to dig for the answers anymore. 291 00:30:47,972.6985 --> 00:30:53,542.5985 if you don't tell right then and there, like this is how this tool could work for you right now, they're going to go somewhere else. 292 00:30:54,422.5985 --> 00:30:54,722.5985 Yeah. 293 00:30:55,492.5985 --> 00:30:59,492.5985 Okay, Tahnee, I have to be honest, video mutiny. 294 00:30:59,732.5985 --> 00:31:02,62.5985 You mentioned the MarTech landscape. 295 00:31:02,112.5985 --> 00:31:05,32.5985 There's just a lot of tools out there. 296 00:31:05,322.5985 --> 00:31:11,312.5975 And if a marketer were to buy all of them, their MarTech budget would be insane and they'd probably be overwhelmed. 297 00:31:11,642.5995 --> 00:31:27,667.5975 So what advice could you give to someone? And, how to think about a criteria for making a decision to actually purchase a tool and can you share your thoughts on that and what shouldn't they spend their time on? Yeah, it's a great question. 298 00:31:27,717.5985 --> 00:31:31,477.5975 And I think something a lot of my clients are wrestling with is. 299 00:31:31,827.5985 --> 00:31:37,97.5985 How you can get tool overload, or tool bloat, as they call it. 300 00:31:37,587.5985 --> 00:31:41,177.5975 And the first thing to do is to assess what you have already. 301 00:31:41,277.5985 --> 00:31:47,347.5985 I'm finding a lot of the bigger players are furiously developing their own AI functionality. 302 00:31:47,677.5985 --> 00:31:55,337.5985 So if you are a HubSpot user, Salesforce user, Adobe, all of those, they have some great AI functionality built in. 303 00:31:55,337.5985 --> 00:31:57,907.5975 And if they don't have it right now, it's on their roadmap. 304 00:31:58,347.5985 --> 00:32:05,627.5985 So my first suggestion is, explore what you have today instead of immediately rushing out to get the new shiny thing. 305 00:32:06,127.5985 --> 00:32:12,757.5985 That said, there's always going to be some niche outputs you want that are not addressed by some of those bigger players. 306 00:32:13,47.5975 --> 00:32:21,687.5965 The video space, I think, is wide open for someone to capture because there isn't really a big player there, except maybe Adobe. 307 00:32:21,707.5965 --> 00:32:26,142.4975 They have some functionality, but I think what I've heard, at least from my clients, is It's hard to use. 308 00:32:26,142.5975 --> 00:32:27,952.5975 It's a little bit inaccessible because of the cost. 309 00:32:28,282.5975 --> 00:32:37,182.596 And that's why you're seeing things like Descript and Video bubble up because they're affordable and they're making it much easier to process video. 310 00:32:37,802.595 --> 00:32:39,852.596 So first step is assess what you have. 311 00:32:39,892.595 --> 00:32:45,452.596 The second is if there is a gap, identify what the gap is and what kind of outcome you want, and then you can go. 312 00:32:46,197.596 --> 00:32:56,797.594 And look for something to and then make sure that the company looks like they have some roadway in front of them because, it's easy to build a solution today. 313 00:32:56,797.595 --> 00:32:58,997.595 So make sure you think they're going to be around in 12 months. 314 00:32:59,467.594 --> 00:33:01,417.594 That said, don't sign a long term contract. 315 00:33:01,687.595 --> 00:33:09,807.595 Make sure they can integrate with the tools that you have today and make sure that they're easy enough that you'll get, from your internal users. 316 00:33:09,807.595 --> 00:33:12,887.595 Cause I've also seen cases where you get someone who's super die hard. 317 00:33:12,917.595 --> 00:33:14,247.595 They're like, this tool is amazing. 318 00:33:14,247.595 --> 00:33:16,637.595 And they onboard it and then no one uses it. 319 00:33:16,637.595 --> 00:33:18,867.594 And they just go back to their old workflows. 320 00:33:19,547.594 --> 00:33:20,647.595 Yeah, that makes sense to me. 321 00:33:20,647.595 --> 00:33:25,307.595 I think the implementation part is going back to Erin's point, like the change management is actually one of the most. 322 00:33:25,647.595 --> 00:33:26,537.595 Challenging parts. 323 00:33:27,7.595 --> 00:33:46,457.595 Could you share a few of the pitfalls or struggles that, you might run into implementing AI technology and what marketers can maybe do to avoid them? yeah, change management is the hardest part of this because there's always that human element and it's dealing with a psychology of changing someone's day to day. 324 00:33:46,837.595 --> 00:33:47,517.595 Workflow. 325 00:33:47,557.595 --> 00:33:51,557.595 That can be scary, especially when someone feels like their job might be at risk. 326 00:33:51,937.595 --> 00:33:56,897.595 So you really have to address that psychological factor this is a safe place, we're not replacing you. 327 00:33:57,397.595 --> 00:33:58,947.595 This is to help you do your job better. 328 00:33:58,947.595 --> 00:34:00,897.595 And here are the tools and how to use them. 329 00:34:01,347.595 --> 00:34:09,587.595 One of the clients that I consulted with, we did some workshops where we said, here are all these amazing ideas and use cases, but the company didn't give them access to anything. 330 00:34:09,637.594 --> 00:34:12,137.595 And so they didn't really make any progress because. 331 00:34:12,592.595 --> 00:34:18,852.595 They were either forced to use the free version of GPT, which was against their company policy or nothing. 332 00:34:19,442.595 --> 00:34:31,272.595 So I think it's really important for companies and teams to make sure, yes, you make it a safe space for people to experiment and try new things, but then also give them the learning and the tools they need to actually make it happen. 333 00:34:31,772.595 --> 00:34:47,292.595 And then if, something doesn't go well, take a step back, assess why that happened, and address it and figure out, what's the right way to move forward? Was it a policy thing? Was it a training thing? Or was the tool not the right tool for what we were trying to do? So I think if you can do those three things, then you'd be in a good space. 334 00:34:47,792.595 --> 00:34:48,802.595 Yeah, that's great advice. 335 00:34:48,852.595 --> 00:34:58,522.594 we touched on resourcing a little bit earlier and certainly these tools are resource, but really thinking about time and, our time probably being the most valuable limited resource. 336 00:34:58,822.595 --> 00:35:05,342.595 How can AI tools help marketers manage their time a little bit more effectively? And, if you had to think about some of the strategies. 337 00:35:05,517.595 --> 00:35:09,977.595 that they can use to prioritize tasks, and really focus on high value activities. 338 00:35:09,977.595 --> 00:35:12,677.595 What would those be? I love AI for this. 339 00:35:13,37.595 --> 00:35:13,797.595 Exactly. 340 00:35:13,857.595 --> 00:35:16,177.595 I have to do so many different things. 341 00:35:16,227.595 --> 00:35:18,987.596 And I have a pretty high task switching cost. 342 00:35:19,417.596 --> 00:35:22,847.596 And AI really helps with that because it can help me plot out my day. 343 00:35:22,847.596 --> 00:35:29,557.596 So I use a tool called Reclaim, Motion is another one, and it's an AI calendar manager. 344 00:35:29,647.596 --> 00:35:39,327.596 And what I do is I connect it to my calendars, it keeps track of all my meetings, and then I also input my tasks, and it just figures out for me when I should be doing things and for how long. 345 00:35:39,587.596 --> 00:35:46,717.596 And then if someone books a meeting on top of a task block, it will reorder my calendar to make sure that it gets done by the due date. 346 00:35:47,127.596 --> 00:35:50,667.595 And if a due date starts approaching, it's no longer a flexible item. 347 00:35:50,667.596 --> 00:35:53,97.596 It becomes, okay, you have to do this now. 348 00:35:53,437.595 --> 00:36:00,767.596 And I found as a procrastinator, this is like the best thing ever because I will find a hundred things to do instead of the task I should be doing. 349 00:36:01,107.596 --> 00:36:03,477.596 And Reclaim helps me manage that, habit of my own. 350 00:36:04,332.596 --> 00:36:06,52.596 So I really love, Reclaim. 351 00:36:06,102.696 --> 00:36:10,592.696 I think there's other tools that you can integrate into your day to be more productive. 352 00:36:10,642.696 --> 00:36:13,702.697 I love, meeting transcribers like Read. 353 00:36:13,762.697 --> 00:36:16,602.697 ai, Fathom, Auto's another one. 354 00:36:17,82.696 --> 00:36:21,292.697 And the reason for that is that you can, when you attend meetings, you're in the moment. 355 00:36:21,302.697 --> 00:36:24,462.697 So sometimes it's hard to keep track of your action items or what somebody said. 356 00:36:24,502.697 --> 00:36:26,162.697 With a tool like Read. 357 00:36:26,162.697 --> 00:36:34,322.696 ai, it gives you this amazing summary, plus the action items, when they do, and you can go back and you can watch the video if you need to get more detail. 358 00:36:34,962.697 --> 00:36:38,892.597 So I think finding ways to include things like Reclaim and Read. 359 00:36:38,892.697 --> 00:36:48,292.697 ai or Fathom into your day to day makes you more efficient incrementally, but in enough places that you find that adds up. 360 00:36:48,502.697 --> 00:36:57,82.696 So for me, I found that using AI, I probably get two to three hours per day more out of what I can do. 361 00:36:57,622.697 --> 00:37:01,632.6955 It's like a three X me, which is amazing because I'm a solo practitioner. 362 00:37:01,642.6975 --> 00:37:03,12.6965 So that makes a really big difference. 363 00:37:03,12.6965 --> 00:37:08,582.6965 Imagine what that would be like if you did it for a team of 10 It'd Yeah, that is incredible. 364 00:37:08,582.6965 --> 00:37:13,842.6965 I think we almost had to pick Ken's jaw off the floor when you were talking about Reclaim. 365 00:37:14,412.6965 --> 00:37:16,492.6965 We're definitely going to have to check that one out. 366 00:37:16,862.6965 --> 00:37:20,392.6965 You talked a little bit about your personal productivity. 367 00:37:20,442.6965 --> 00:37:37,482.796 Would love to get any other thoughts you have in terms of others, especially solo practitioners out there or small marketing teams that are looking to harness Yeah, I think the first thing you have to do is you need to figure out where you're going to apply AI to your life or to work. 368 00:37:38,12.796 --> 00:37:46,12.797 And there's, I have a business partner, Liza Adam, who's created this great framework and I can share that with you and you can post it in the podcast notes. 369 00:37:46,402.797 --> 00:37:47,942.797 But what it is, it's a spreadsheet. 370 00:37:47,942.797 --> 00:38:05,772.796 It's fairly simple, but it allows you to define work cases where there's a lot of friction, or you don't enjoy that work, and what you do is you write it all out, you describe what it is, what outcome you want from it, and then its impact on your day. 371 00:38:06,112.797 --> 00:38:13,232.797 What's really helpful is if you plot, say for a week, you plot all the different tasks that you're doing and you assign a time to them and a frustration level. 372 00:38:13,262.797 --> 00:38:25,482.797 Did I enjoy doing this? Did I hate doing this? And then you can take a look at your week and you can say, okay, there are three areas where this one task or these three tasks I have to do, I don't enjoy at all. 373 00:38:25,722.797 --> 00:38:28,792.797 And they're having a big impact on my outputs or my day. 374 00:38:28,842.797 --> 00:38:31,272.797 Those are perfect for AI. 375 00:38:31,572.797 --> 00:38:37,342.797 So can I use AI in some way? To make it faster or to take it off my plate altogether. 376 00:38:37,782.797 --> 00:38:54,942.797 And I think starting from that kind of like high level analysis, it really helps you figure out in a systematic way, how to use it as opposed to just being like, Oh, I'm going to use it for This more methodical way of taking advantage of all the different ways AI can make you more productive. 377 00:38:55,142.797 --> 00:38:59,982.797 And you'll find if you can apply that to more parts of your work, you'll be amazed at how much you can get done. 378 00:39:00,492.797 --> 00:39:01,22.797 It's very cool. 379 00:39:01,932.797 --> 00:39:03,42.796 Yeah, that's incredible. 380 00:39:03,82.797 --> 00:39:06,272.796 It reminds me a little bit of fair play. 381 00:39:06,312.797 --> 00:39:14,802.796 Have you guys ever heard of that? It's for families and couples, and it's about dividing the tasks of housework. 382 00:39:15,272.796 --> 00:39:17,482.795 And it's a similar concept of, who. 383 00:39:17,797.795 --> 00:39:19,117.795 Likes to load the dishwasher. 384 00:39:19,127.795 --> 00:39:25,982.695 How painful is that? I hadn't thought about applying it to marketing as much as you think, but it's actually a cool way to think about it. 385 00:39:26,272.795 --> 00:39:26,412.795 Wow. 386 00:39:26,462.795 --> 00:39:27,582.795 Then someone should build a tool up. 387 00:39:27,582.895 --> 00:39:28,752.795 All right. 388 00:39:28,782.795 --> 00:39:32,282.795 Hey, ideas, for the next, the next tool that we can all incorporate. 389 00:39:32,592.795 --> 00:39:37,302.794 Lisa is a good friend of our show and she's the guru of amazing frameworks. 390 00:39:38,117.794 --> 00:39:50,317.793 talking about how, we're evolving and being more productive, you posed a really insightful question on Zero to Unicorn about one thing is clear, AI is shaping, reshaping the job landscape in complex ways. 391 00:39:50,787.794 --> 00:39:55,537.794 The key question is how do we adapt? And I thought that was so smart. 392 00:39:55,557.794 --> 00:40:00,917.794 I really liked that you framed that question up, but how would you answer it yourself? It's a great question. 393 00:40:00,917.794 --> 00:40:05,987.794 I think that it's an evolving topic because AI is changing every day and it's changing really fast. 394 00:40:05,987.794 --> 00:40:09,977.793 And when I talk to my fellow marketers, what I hear a lot is Oh, I feel like I'm falling behind. 395 00:40:10,27.794 --> 00:40:13,977.794 So I follow an AI expert called Ethan Mollick. 396 00:40:13,987.794 --> 00:40:18,327.793 He is a Wharton professor and the author of One Useful Thing. 397 00:40:18,737.794 --> 00:40:25,587.793 And he's a quirky guy, so he has some interesting things that he thinks about and then he writes articles. 398 00:40:25,627.793 --> 00:40:30,207.794 And so I follow him religiously because he's one of those thought leaders in the space. 399 00:40:30,637.794 --> 00:40:34,357.794 And he conducted a study with BCG Consulting. 400 00:40:34,367.794 --> 00:40:34,567.7935 they took. 401 00:40:35,372.7945 --> 00:40:46,247.7945 A group of consultants and they gave them AI as a collaborator, then they gave a set who did not get AI, and they gave them 18 tasks to complete in a certain amount of time. 402 00:40:46,247.7945 --> 00:40:54,587.7935 And what they found is that the consultants using AI outperformed those not using AI by 46%. 403 00:40:54,627.7945 --> 00:40:56,217.7945 It was a huge difference. 404 00:40:56,787.7945 --> 00:41:00,407.7945 But there was a nuance to this study that I found really interesting. 405 00:41:00,917.7945 --> 00:41:11,572.7945 The consultants who handed over the tasks to AI without checking or collaborating performed worse Then the ones with AI and the ones without. 406 00:41:12,362.7945 --> 00:41:22,982.7945 And what that said to me is that humans who collaborate and keep their hands on the wheel and are paying attention are always going to be valuable resources to their company. 407 00:41:23,702.7945 --> 00:41:29,492.7945 People who sit back and are like, I'm just going to let the AI do it or not. 408 00:41:29,877.7945 --> 00:41:31,517.7945 Because their outputs won't be as good. 409 00:41:31,517.7945 --> 00:41:38,897.7945 And I know there's some talk in the industry of AI replacing us, and then we need to figure out like what we're going to do with ourselves for the rest of time, we're not there yet. 410 00:41:38,897.7945 --> 00:41:49,257.7945 So I would say that the one thing you can do to adapt is to make sure that you understand how to use AI, you understand where it works, where it doesn't work, and that you're experimenting with it every day. 411 00:41:49,617.7945 --> 00:41:53,7.7945 Because if you don't, you're going to get to a point where you're going to just be so far behind. 412 00:41:53,17.7945 --> 00:41:55,497.7945 It's going to take way too long for you to catch up. 413 00:41:55,687.7945 --> 00:41:57,547.794 So lean in now, because now's the time. 414 00:41:57,547.794 --> 00:41:58,617.7945 Because no one knows. 415 00:41:58,902.7945 --> 00:41:59,742.7945 What's happening. 416 00:41:59,772.7945 --> 00:42:05,642.7945 So this is the perfect opportunity to be one of the people who's figuring it out as it evolves. 417 00:42:06,442.7945 --> 00:42:06,942.7945 Exactly. 418 00:42:06,942.7945 --> 00:42:13,592.7935 I think that's exactly why we're all here, right? We want marketers to lean in and really try to understand this stuff so that. 419 00:42:13,942.7945 --> 00:42:20,232.7945 We are in a way, future proofing our jobs and we're ready for whatever direction this is going to take us as an industry. 420 00:42:20,732.7945 --> 00:42:27,212.7945 I'll just have to say one of the ways to future proof yourself is to listen to this podcast, right? I love that. 421 00:42:27,662.7945 --> 00:42:29,222.7955 We'll be using that as a sound clip. 422 00:42:30,222.7955 --> 00:42:33,802.7955 I'm sure that's why you picked the name, right? That's exactly right. 423 00:42:33,842.7955 --> 00:42:34,772.7955 That's exactly it. 424 00:42:35,2.7955 --> 00:42:44,22.795 So this conversation has been awesome, but I know we have to let you go, but I just have Some quick hit questions for you because at future crop marketing, we're all about practical tips and tricks. 425 00:42:44,22.795 --> 00:42:46,952.795 So I'm going to ask you a few questions and just give me your quick answers. 426 00:42:46,952.795 --> 00:42:47,382.795 Okay. 427 00:42:47,912.795 --> 00:42:48,532.794 First one. 428 00:42:48,542.795 --> 00:42:59,302.795 What's your best AI quick tip? my quick tip, my best AI quick tip is to sign up for the pro version of whatever tool you're using, because the pro version is always a better model. 429 00:42:59,612.795 --> 00:43:06,962.795 And so if you're using chat GPT, sign up for GPT 4, if it's Gemini, get their pro plan, et cetera. 430 00:43:07,462.795 --> 00:43:15,67.796 What is your best cron workflow or GPT? It's really simple, write this in plain English. 431 00:43:15,567.796 --> 00:43:16,327.796 That's a good one. 432 00:43:16,417.796 --> 00:43:17,127.796 That's so good. 433 00:43:17,707.796 --> 00:43:25,407.797 ChatGPT in particular, you ask it to write something that's flowery and it gives you like five paragraphs and it's like way too many adjectives. 434 00:43:25,407.797 --> 00:43:29,217.797 When you say plain English, it writes back to you like a human. 435 00:43:29,367.797 --> 00:43:30,87.797 It's amazing. 436 00:43:30,417.797 --> 00:43:31,197.797 That's a great one. 437 00:43:31,487.797 --> 00:43:39,297.797 What is your best tip for keeping up with all of the news about AI and R today? Well, subscribing to my newsletter, of course. 438 00:43:39,657.797 --> 00:43:40,677.797 Zero to unicorn. 439 00:43:40,677.797 --> 00:43:41,487.797 100%. 440 00:43:41,497.797 --> 00:43:42,487.797 Shameless plug there. 441 00:43:43,12.797 --> 00:43:58,472.796 I would say if, follow all of the thought leaders in AI, depending on what field you're in or your specialty, there's tons of people who focus on different elements of marketing, there's people into design, into video, into copywriting. 442 00:43:58,772.797 --> 00:44:05,332.797 Find out who they are and follow them because those are the ones that are like passionate and they're going to be the ones that you'll learn from the most. 443 00:44:05,832.797 --> 00:44:06,62.797 Okay. 444 00:44:06,62.797 --> 00:44:13,632.796 And last one, what technology should our listeners check out that they may not know about now? Yeah, I'm going to list three that I haven't talked about. 445 00:44:13,642.796 --> 00:44:26,42.796 The first is, if you're into localization or translation, check out SmartCat because they have, I think a really great model where they use machine translation, but they pair it with real human translators. 446 00:44:26,42.796 --> 00:44:29,462.797 So again that's my entire philosophy is like humans and AI together. 447 00:44:29,862.797 --> 00:44:32,532.797 So if you need to localize or translate, that's a great tool. 448 00:44:32,812.797 --> 00:44:40,132.797 Hey, Jen, if you want to experiment with AI avatars, so you can create an avatar of yourself, or you can use one of their prebuilt ones. 449 00:44:40,452.796 --> 00:44:44,882.797 So if you need to create case studies or if you're doing an SDR outreach. 450 00:44:45,177.797 --> 00:44:49,267.797 Your SDRs can use it and we know video works a lot better than just written. 451 00:44:49,267.797 --> 00:44:50,7.797 So that's a good one. 452 00:44:50,307.797 --> 00:45:11,117.796 And finally, Taplio is a newer social media management tool that is leaning really heavily into AI functionality, so they help you manage all of your content creation, your distribution, they have an AI writer, they help you, source, and they also have this really cool hook generator that helps you come up with ideas for better hooks, and so I've been using that myself and it's working really well. 453 00:45:11,617.796 --> 00:45:12,447.796 Those were all great. 454 00:45:12,497.796 --> 00:45:13,867.796 I'm going to try all of them. 455 00:45:13,887.796 --> 00:45:15,497.796 I know I'm contradicting what I said earlier. 456 00:45:15,497.796 --> 00:45:16,737.796 I will end up trying all of them. 457 00:45:17,77.796 --> 00:45:21,367.796 I know we said don't run out and sign up for a hundred different tools, but I can't help it. 458 00:45:21,367.796 --> 00:45:24,787.796 I love all these tools because they all do different things and some of them are really great. 459 00:45:24,797.796 --> 00:45:27,627.796 So I probably use at least 50 tools a week. 460 00:45:27,647.796 --> 00:45:28,207.795 It's mad. 461 00:45:28,707.795 --> 00:45:29,627.796 I'm the same. 462 00:45:29,732.895 --> 00:45:29,752.895 Yeah. 463 00:45:29,772.895 --> 00:45:36,237.995 Even building this podcast, our tech probably rivals some of the companies that we've worked for. 464 00:45:36,867.995 --> 00:45:37,757.994 Oh, it's insane. 465 00:45:38,757.994 --> 00:45:41,237.994 Thank you so much, Tahnee for joining us. 466 00:45:41,317.993 --> 00:45:42,647.993 I have learned so much. 467 00:45:42,717.992 --> 00:45:51,357.993 It really was so insightful to not just hear about the tech, but actually how do we implement this and how should we think about scaling, AI into our businesses. 468 00:45:51,367.993 --> 00:45:54,377.993 So this has been really valuable for me and I'm sure valuable to our listeners. 469 00:45:55,317.993 --> 00:45:55,967.993 Thanks so much. 470 00:45:56,577.993 --> 00:45:59,467.992 Erin what'd you think? thought it was awesome. 471 00:45:59,817.993 --> 00:46:03,47.993 I love the idea of 10xing the content production. 472 00:46:03,47.993 --> 00:46:07,287.9935 I think that we all struggle with is how do we create quality content, not just quantity. 473 00:46:07,517.9935 --> 00:46:15,857.9935 And I think Tahnee had some really great ideas on how to both solve for the quantity aspect, but maintain high quality and a personalized touch. 474 00:46:15,877.9935 --> 00:46:19,17.9935 But I also am definitely checking out Reclaim. 475 00:46:19,77.9935 --> 00:46:21,237.9925 Keep expanding this tech stack. 476 00:46:22,102.9935 --> 00:46:30,302.9945 But what about you? Yeah, I would say that I agree she just knows so much about what's out there from a tech availability. 477 00:46:30,302.9945 --> 00:46:49,452.9945 And I think there's all of these tools I want to go check out and maybe trial them before we buy from them just for, Saving on our wallets a little bit, but I really thought her tip at the end around right in plain English as a prompt or as part of a prompt, it's the simple stuff that's gonna start moving you in the right direction. 478 00:46:49,792.9955 --> 00:46:59,492.9955 And it's also, she's not gonna be able to tell you, marketer in this specific industry at this specific size company, what exactly your prompt could be, but that's one that we could all use and leverage. 479 00:46:59,492.9955 --> 00:47:02,32.9955 So I'm going to try it out and I'll let you know how it goes. 480 00:47:02,82.9955 --> 00:47:05,287.9955 But that was A great interview. 481 00:47:05,287.9955 --> 00:47:08,817.9955 I feel like I learned so much and also I'm like, I have so much more to learn. 482 00:47:09,387.9955 --> 00:47:11,77.9955 Yeah, I think that's the other thing. 483 00:47:11,397.9955 --> 00:47:25,337.896 Talking to these folks that have so much experience and are diving in every day as a main focus of what they're doing and just being able to take those little nuggets that really apply to any industry or any level of marketing is really cool. 484 00:47:25,837.896 --> 00:47:26,167.896 Yeah. 485 00:47:26,277.896 --> 00:47:28,517.895 I think it's like coming together for me now. 486 00:47:28,517.895 --> 00:47:34,517.8955 We've done a few episodes I think we're starting to see Hey, there's actually a community out there of people who are really passionate about this. 487 00:47:34,527.8965 --> 00:47:38,677.8965 Like we are, it's just been really awesome to get to know all these people yeah. 488 00:47:39,57.8965 --> 00:47:46,267.8965 And I think Tahnee had some really cool, she told us about a lot of cool tools, But we have another one that you're going to talk about today. 489 00:47:46,297.8965 --> 00:48:11,17.8965 What are you going to talk about? Yes, I'm going to talk about Opus Clips and Opus Clips is a tool that is near and dear to my heart because what it does is it will take video and edit it down for you into small clips, caption it, optimize it with headlines as well as transcribe it, and give it a score on how. 490 00:48:11,357.8965 --> 00:48:17,997.8965 Viral it could go based on the words that were used, the voiceover, the quality of the video. 491 00:48:18,237.8965 --> 00:48:20,177.8965 So it really cuts down on that. 492 00:48:20,387.8965 --> 00:48:23,387.8965 Hey, I did a webinar or I did an interview. 493 00:48:23,647.8965 --> 00:48:25,277.896 I need to splice this stuff down. 494 00:48:25,417.895 --> 00:48:26,897.894 Opus Clips does it for you. 495 00:48:27,152.894 --> 00:48:27,492.894 Wow. 496 00:48:27,492.895 --> 00:48:28,222.894 That sounds really fun. 497 00:48:28,262.894 --> 00:48:31,202.895 So on a scale of one to 10, I'm going to go with nine. 498 00:48:31,377.895 --> 00:48:32,337.895 Whoa. 499 00:48:33,277.895 --> 00:48:33,647.895 Yeah. 500 00:48:34,307.895 --> 00:48:48,927.895 So I did the free version, you get a certain number of credits and I was able to create 25 clips in about 30 minutes with no editing just processing and setting up a few parameters. 501 00:48:49,77.895 --> 00:48:52,797.895 I can put out brand elements, I can add specific fonts we want to use. 502 00:48:52,797.895 --> 00:48:56,207.895 For enterprise organizations or if your brand's important and you can really tee it up for that. 503 00:48:56,847.895 --> 00:48:58,447.895 Then switch to the paid version. 504 00:48:58,997.895 --> 00:49:02,657.895 I can set clips for 30 seconds, 3 minutes, 6 minutes. 505 00:49:02,717.895 --> 00:49:12,87.895 So then I've got content for Instagram, I've got content for YouTube, as well as YouTube Shorts, and then I can do Vimeo, and I can do TikTok. 506 00:49:12,917.895 --> 00:49:15,862.795 This took me maybe 2 hours to do one video. 507 00:49:16,612.895 --> 00:49:18,482.895 One podcast interview. 508 00:49:18,692.895 --> 00:49:20,902.895 So I'm saying that it's saving me a ton of time. 509 00:49:21,152.895 --> 00:49:23,342.895 Is it perfect? No, but nothing's perfect. 510 00:49:23,842.895 --> 00:49:24,502.895 Impressive. 511 00:49:25,2.895 --> 00:49:26,102.895 that's it for today. 512 00:49:27,2.895 --> 00:49:29,72.895 Really excited to check Opus out. 513 00:49:29,542.894 --> 00:49:36,752.895 And thank you again, Tahnee Perry for joining us and thank you listeners for joining us on this journey into AI and marketing. 514 00:49:36,752.895 --> 00:49:40,452.895 Until next time, let's keep crafting the future of marketing together.