October 19, 2023 • 40 mins
In another edition of our Freightwaves Now roundup, we're collecting previous appearances on the show and combining them all into one super episode. In these clips, we're covering marketing and strategy topics including structuring your marketing department, using AI tools like ChatGPT and Otter.ai, and creating non-traditional marketing content when strapped for time.
LINKS:
Past FreightWaves NOW Episodes:
- What should your marketing department look like in 2023?
- How to create ChatGPT content and other AI tools will use to answer user questions
- Non-traditional means of marketing in 2023
- What kind of content do you need to make on a time crunch?
Feedback? Ideas for a future episode? Shoot us a text here to let us know.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Blythe Brumleve (00:05):
Welcome into another episode of Everything Is
Logistics, a podcast for thethinkers in freight.
We are proudly presented by SPILogistics and I am your host,
Blythe Brumleve.
We got another edition of theFreight Waves Now Roundup
talking all things logistics,marketing.
And in case you're new to thisformat, here's a little bit of
the backstory.
I make a guest appearance everyWednesday at 10am EST on
(00:28):
Freight Waves Now.
These conversations aretypically around 10 minutes, so
in an episode like this, whichyou're about to listen to, I'm
going to play the audio versionof each of those appearances so
you can hear them all in onejump.
So when you hear that whooshsound, that means that the new
episode, and thus the topic, isshifting gears a little bit.
(00:51):
So for this particular episode,there are four main topics that
we're going to be covering.
And first up we have whatshould your marketing department
look like in 2023 and beyond,and this one is really
especially helpful for thefounders and the CEOs looking to
structure their marketinginitiatives for now and really
(01:13):
in the future.
And then future topics in theepisode cover AI tools such as
chat, gpt and a personalfavorite, water dot AI, before
diving into some of the nontraditional means of marketing
and talking about the kind ofcontent that you could be making
on a time crunch.
It's a lot of ground to coverin these episodes.
Thankfully the Freight WavesNow hosts with Kaylee and
(01:36):
Anthony and Bill.
They all round out theconversation really nicely with
some fun back and forth, so Ihope y'all enjoy.
Bill Priestly (01:44):
This is Triggin with our next guest, one of my
favorite people.
We get a chance to talk toBlythe Brumleve, CEO of Digital
Dispatch, as we get a chance totalk a little bit about
marketing and what yourmarketing department needs to
look like in 2023.
Blythe, thanks so much forjoining us.
Blythe Brumleve (01:59):
Thank you for having me, happy to be back here
and hopefully a good internetsignal.
Bill Priestly (02:03):
Hopefully good internet signal this week as
well.
So let's look at this from, say, for the CEO perspective, as
you look forward, in terms ofwhat does the marketing
department need to look like?
Does this need to be a oneperson job?
Does it need to be a two personjob?
Hopefully, as you're in thisparticular time right now,
you're financially strapped.
How low does it have to go?
What you're feeling right nowis how marketing departments
(02:26):
need to look and function to getthrough this until, of course,
the market turns and then youget an opportunity to perhaps
spend a little bit of money, ifyou want to, to make your
marketing department a littlebit bigger.
Blythe Brumleve (02:36):
So, in my opinion, it should start from
someone who is in charge ofwhat's called marketing
operations, someone that canunderstand what's driving
revenue, be able to have thoseconversations with the CFO and
with the financial team alsowith the executive team of
what's driving revenue as well,and so be able to put those two
together so then that way theycan work with the sales team in
(02:56):
order to make content that isresonating with the audience
that they're going after.
And the only real way to do thatis by having somebody that's
familiar with marketingoperations, so, at a high level,
you understand what's drivingrevenue, you understand what
impacts revenue, you understandwhat customers are concerned
with, what kind of questionsthat leads are asking, and so if
you have that good framework ofwhat is at the surface level
(03:18):
and what ultimately is drivingrevenue, then you can start to
fill in the gaps of what makessense for you, your team, your
limited budget and probably alimited team.
And so if you have somebodythat is focused on marketing
operations, then it frees up therest of sort of their bandwidth
in order to go after thespecialists of the things that
you really want from a strategyperspective, of what you want to
(03:39):
focus on.
Bill Priestly (03:40):
I know you're a big proponent of using AI tools
and in terms of trying to usethose and move forward.
Let's look at the size of themarketing department in terms of
personnel and their owncapabilities.
Let's say, for instance, wouldit be better in a situation to
have two people with maybe notas much familiarity in AI and
some of these newer tools thatwill allow them to kind of cut
(04:02):
down on their not-presentproductivity but in terms of
what they're able to put out, orwould you rather have just one
person who's really good at it?
Is that good enough to getthrough if you can find that one
person that can do notnecessarily everything, but
basically be able to be asproductive as possible, given
what they know and how they canuse AI to their advantage?
Blythe Brumleve (04:23):
I think AI is.
It's really important to knowthat these tools are still so
new, and so if it still feelsnew to you, then it is very much
new to the rest of the industry.
The rest of that just role ingeneral, from from marketers.
We're all trying to figure outhow this is going to impact our
roles, and it's not just goingto impact marketing.
It's going to impact everyfacet of your business, but in a
(04:45):
positive way, where it's goingto increase your productivity.
So if I were the leadershipteam, if I were in charge of
hiring somebody that is familiarwith marketing or maybe you
know to kick your marketing up anotch, I would be focusing on
someone that has a proven track,ability to be able to adopt new
technology, be able toexperiment with them, because
that's essentially what thesetools are is that you're
(05:06):
figuring out how they can fitinto your established processes
and how it can help youtranscribe a video much quicker,
how it can help you createvideos much quicker, how it can
help you turn a meeting notesinto actionable takeaways.
All of these different toolsare powered by AI and so you can
be that person that's going tofigure out how it's going to fit
into all of these existingprocesses.
(05:28):
So that's where I would focuson.
As far as a new hire isconcerned, or an existing hire,
are they comfortable withgetting familiar with these
tools?
There are a lot of them are freechat or chat Gbt is, especially
the pro version chat Gbt for isonly $20 a month, and if it can
help you increase that oneworkers productivity, then it is
going to be well worth theinvestment from a variety of
(05:51):
standpoints where theseplatforms are just going to
continuously get better.
And so if you have somebody thatis anxious to learn or probably
excited to learn is the betterway to phrase that if they want
to learn these different tools,then give them the freedom and
the patience and thecreativeness to be able to use
these tools to their fulladvantage.
Because you're not going to beable to know the ROI immediately
(06:13):
.
The ROI is going to be seenmore on the administrative, on
the productivity level, and thenthat way it can supercharge
your existing processes that youhave.
It's not going to be sort ofthis magic wand that you're
going to wave over yourmarketing and all of a sudden,
you know five leads are going tocome through the door and
they're going to you know,additional 20 leads next week.
That's not how it works.
It's going to help yourmarketing department, your
(06:35):
whoever is handling, whetherit's one person or an entire
team.
It's going to help them as faras productivity is concerned,
but you really want to focus onsomebody that is going, that has
a willingness to learn and awillingness to use these tools
and figure out how they can playa role within the organization.
Bill Priestly (06:51):
And obviously that's extremely important
because if you get someone whodoesn't have that willingness to
learn, then all of a sudden youfind yourself maybe in the
stage of a dinosaur, whereyou're not willing to evolve in
those particular ways.
But let's say that you've gotsomeone there.
You're a cash trappedinstitution, you don't want to
spend a lot of money.
You made a hire and a personwho wants to learn.
How long of the learning curve,given your experience with some
(07:11):
of these tools?
How long of a learning curve doyou say, okay, we need you to
kind of get something going herein the not too distant future.
What's the kind of timeline orrunway you have with a person
who you bring in kind of rightthere and you want them to
obviously hit the ground running?
But how much lead time do youget?
Blythe Brumleve (07:28):
So I would.
If you're not willing to giveyour marketing rep at least six
months of a lead time, thendon't even bother hiring them,
because you're not ready toinvest in marketing yet.
And so, from a marketersperspective, you need to be able
to have that breathability tobe able to use these tools but
also know that you're not goingto get fired in two months if
you can't start producing leads,and so, from that perspective,
(07:50):
it should be number one priorityfor any marketer that is
entering into the industry inorder to set up quick takeaways.
How can you get involved in thesales meetings?
A quick way to do that, usingAI tools, is to get some kind of
a meeting note taking tool.
I feel like a broken record atthis point that if you are not
using a tool called otterai,that you are missing out on some
(08:10):
of the best insights that yoursales team could be providing to
the rest of the executive teamand the marketing team.
So just by using these notetaking tools, they'll be able to
automatically join meetings,create takeaways and then be
able to send those takeaways.
So the marketer has some kindof an idea of where they need to
start and what are thecustomers asking what are the
leads asking?
(08:31):
And then you can start to revampyour website, you can start to
create email campaigns, you canstart to create social campaigns
and you create it based onthose conversations that your
sales team is already having.
And so then you can start to laythat groundwork of measurement
of what kind of content you'regoing to create as far as
expectations.
Is the executive team going toget involved, as far as founder
driven marketing or thoughtleadership driven marketing?
(08:54):
That's sort of that next phaseof what.
After you establish that groundlevel of measurement and what
you're going to create, thenthat next level is getting the
executive team, getting thefounder team, involved in
regular webinars, regularcustomer interviews, and so then
that way you can use thosevideo interviews.
You can use those as yourmarketing campaigns, as what you
send out to those futurecustomers and to those leads.
(09:17):
Even if you don't technicallycan use the customer side of
those answers, you can still usethe executive and the founder
quotes from those interviews andyou can use those as social
media clips in order to drivemore awareness to your brand and
to the services that you'retrying to sell to your customers
.
Bill Priestly (09:34):
I remember Grace Sharkey, not too long ago, had
mentioned a survey among lots ofdifferent companies to say do
you intend to invest in freighttech over the course of the next
12 months?
And a vast majority of answerscame back yes.
Even though we're in obviouslytougher economic times right now
, they still want to make thatinvestment.
How would you advise companiesin terms of making investments
in technology?
(09:55):
Regarding to marketing,obviously there are lots of
options out there.
Some cost money, most costmoney, some do not.
But what about that investmenton the marketing side and trying
to basically make yourmarketing department as good as
possible, even though you maynot know necessarily what this
technology does?
Blythe Brumleve (10:14):
So the first thing I would get is a pro chat
GPT subscription.
It's $20 a month.
Then I would get an auto AIsubscription it's like $130 a
month.
Those are really the only twosoftware tools that you need
right now in order to get thejob done today.
Anything else you would beoverwhelming yourself.
You would have.
There's a learning curve for alot of these different software
tools and with a lot of theenhancements that are coming out
(10:36):
from not just chat GPT, butClaude and also Google is
working on their personal duettool I think is what they're
calling it.
They're Gemini.
That's going to be out laterthis fall, and so all of these
tools are already.
These big technology vendorsare already building these tools
into your existing tech stacks,and that's where you could be
looking towards the future,where, okay, if they're going to
(10:59):
incorporate this into yourGoogle docs, for example, or
Microsoft with Bing and chat GPT, they're already incorporating
these tools into your existingtech stack, then that is your.
That is the situation whereyou're not going to waste a ton
of money on trying to buy 15different tools that do all of
these different things.
You're probably going to havestuff for a learning curve.
(11:19):
If you do that, you're notexactly sure where they're going
to fit in as far as yourprocess is our concern.
So get the Otter AIsubscription.
Get a pro chat GPT subscription.
You'll save a lot of money.
You can figure out where itfits into your existing
processes and then, when a fewmonths these companies keep
battling it out, then you can bethe ultimate winner as far as
who is going to be incorporatingthe best tools into each of
(11:40):
your existing tech stacks.
Where it doesn't.
It doesn't require a huge likechange order where you know the
executive team has to getinvolved because you want to
spend $20,000 on software that'sprobably going to be replaced
in six months.
So I would get those two piecesof software and then everything
else.
Bill Priestly (11:55):
Just kind of wait and see real quick If you're a
CEO perhaps.
Maybe this has beentechnologically challenged and
you're not up to snuff oneverything that's going on as
far as this is concerned, Maybeyou came into the game 10 years
ago.
How much different is themarketing team of 10 years ago
going to be the marketing teamof today?
Blythe Brumleve (12:12):
It completely different, 100% different.
You're not going to be focusingon SEO, which is what the focus
was, you know, 10 years agoblog driven content.
A lot of that is going to beeasily replaced, and is already
easily replaced, with a lot ofthese tools.
You need to have somebodythat's familiar with marketing
operations and AI to really havea clear sort of picture as to
how these tools evolve and howit's going to shape our future
(12:32):
of work.
Bill Priestly (12:33):
And if you don't change, oh well, platt Platt,
thanks so much for joining us,and I will look forward to you
coming out next week as well.
Kaylee Nix (12:42):
We're going to welcome in our next guest.
We've got Blythe Brunnellyjoining us today for a
conversation a little bit aboutAI tools, how to use them to
actually create some decentcontent.
Blythe, thank you for joiningus this morning.
As always, it seems like AI issomething that we are continuing
to talk about.
It's becoming pretty useful,especially in a marketing
standpoint, but how do we makesure that that content is
(13:02):
actually useful?
Are we asking you the rightquestions and asking for the
right types of things to beproduced?
Blythe Brumleve (13:09):
Absolutely.
This is one of my favoritetopics.
I feel like I haven't gotten achance to talk about it on
FreightWaves now, so I'm excitedto dive into this with you all
today.
You're right With contentmarketing, ai has just
essentially taken over theentire conversation.
That's all that.
These tools, your traditionaltools such as Google and
Microsoft, plus HubSpot, all ofthese different platforms, are
(13:31):
starting to incorporate AI intoall of their existing tools.
It makes other tools that havebeen built up on their own, such
as Jasper or even copyai Someof these tools that have existed
for a few years now.
They're starting to have thatcompetition from the big players
, who have been a little bit ofa sleep at the wheel, or a sleep
(13:51):
at the wheel to the extent that, like Google says, they didn't
want to release some of thistechnology for fears that it
would be too far advanced forthe majority of the public to
handle.
Now we're at a difficult forkin the road of how do we
incorporate AI into our workloadresponsibly Then.
(14:12):
That way, we can produce moreof the great work faster, but
also not suffer at the loss ofthe human element, which is
really still important andimpactful with the content that
you're making.
Anthony Smith (14:25):
Blythe.
One of the big things I'mtrying to see lately on a site
that I don't frequent too muchat, c has really starting to
launch a lot of AI style promptsto be sold.
Can you talk to what some ofthose are looking like, when
people are just looking at howto use things like chat, gbt or
how to use AI to really get themost out of it or answer
questions?
Blythe Brumleve (14:46):
Yes, a lot of these tools, a lot of these
existing platforms, are startingto implement AI For better or
worse.
Etsy is one of them.
Linkedin is another one, wherethey're helping you create these
different captions, createthese different post ideas.
Where AI really shines, though,is the ideation, or with using
(15:07):
your own content in order tocraft new posts, new articles,
new video ideas.
That's where it's extremelypowerful right now, where it
gets into be a little bit of themuddy waters or just content
that isn't going to make much ofan impact.
That's where you fall into thetrap of a tool.
Using an AI tool like Etsy, orusing AI tools on LinkedIn.
(15:30):
Some of these things are justvery early.
They're a little too early, andyou run the risk of using these
tools and sounding likeeverybody else.
What I always suggest is to usethese platforms.
There's Claude, there's Bard,there's chat GBT.
Of course, we have three reallymain players as far as the
(15:51):
large language models that youcan go and you can play with
right now, so testing thoserepeatedly, not just maybe.
You tested out Bard a fewmonths ago, and it wasn't the
best, because it probably wasn'tthe best.
Chat GBT and Claude have reallytaken the throne as far as data
creation is concerned, one isreally good for ideation.
(16:13):
I use chat GBT for ideation orto summarize things.
I also use Claude for dataanalysis.
You can upload documents anddata up to 7,500 words up to
Claude AI and it can take apodcast transcript, for example,
or a video transcript, likewhat we're having now.
You would be able to downloadthat transcript, upload it to
Claude and then it would be ableto give you a summary, give you
(16:36):
tweet ideas, give you LinkedInpost ideas.
That, to me, is the better usecase, because you're using your
own data and you're using thepower of these large language
models in order to createcontent, versus just trying to
use the autofill suggestions ofwhat some of these different
platforms are trying to get youto use.
Kaylee Nix (16:54):
So Blight.
I think this begs the questionwhen do we see some of these
platforms who maybe aren't so AIfriendly or who aren't so
accepting of technology likethis, start to put blocks in
their algorithms that detect ifthings have been written by AI?
So it's something that we canexpect to see like, say, you
have an Instagram caption perchance that you took and you
said, okay, chat, gbt, here's myblog post.
(17:15):
Give me an Instagram captionand then copy it and paste that
into.
Is there?
Do we run the risk of themetadata transferring over and
Instagram maybe picking up onthat and then putting it down in
its algorithm because it wasn'thuman written, or is that
something that is maybe far down?
Did I just give Mark Zuckerbergan idea?
Blythe Brumleve (17:36):
Well, it's challenging right now because
anytime one of these AIdetection tools come out,
they're largely inaccurate andthey're never going to be able
to keep up with the currenttechnology.
So it's always this thing ofjust chasing the continuous next
phase, the next phase, and alot of these software tools are
not going to be able.
A lot of these AI detectiontools are, just, frankly, not
(17:57):
going to be able to keep up withit.
Now, you did mention somethinginteresting where the metadata
from that post could likely beembedded into whatever text that
you're creating.
But anytime something like thatpops up like, say, for example,
the TikTok watermark on a video, that is a perfect example of
the TikTok watermark showing up,instagram starting to realize
(18:18):
that, hey, people are justrepurposing videos from TikTok
on here.
We're going to develop a pieceof our algorithm in order to
detect that and we're going todownplay that content in our
feed because it has thewatermark.
Well, there's already a toolthat will remove that watermark
for you and you'll be able to dothe exact same thing.
So for the savvy tech folks outthere, you'll be able to get
(18:39):
around this pretty quickly.
I think a lot of teachersexperience that.
Last year when, during schoolthat students would be creating
different chat, gpt relatedcontent or research papers, and
they would have these AIdetection tools that would show
that, oh, 80% of this contentwas created by AI, but you have
some instances where it wasn'tcreated by AI, because that's
(19:01):
where the ultimate problem comesback to is that these large
language models are beingtrained on our own words, our
own data, and so you have tojust accept that this technology
is here.
The genie is out of the bottle.
There's no putting it back.
So how do we use these toolswith our own data in order to
take our content to the nextlevel?
And I think that that's asituation where we're at now,
(19:23):
where, if you're trying to chase, you know, with the AI
detection tools and things likethat, it's just, frankly, it's
going to be a waste of your time.
You need to start thinking aboutnew ways of using these kinds
of tools already in yourexisting workflows, because your
existing tech stacks.
You know things like that.
They're just going to keepincorporating new AI technology.
(19:43):
You know Google is another one.
Just this week, they releasetheir platform called Duet, and
so you can go into your Googleaccount, you can activate the
license and you can start usingthese different co-pilot style
tools and your Google Docs andyour slides and your sheets and
in your emails.
It's coming for every part ofthe written word online and I
think it's best to learn thesetools.
(20:05):
Use it to your advantage, orotherwise you're going to suffer
the negative consequences offalling behind, lack of
productivity and possibly havingyour job replaced.
Anthony Smith (20:14):
Blythe.
I think that is excellent.
Well, put the genie is out ofthe bottle Real quick.
Before I let you go, are thereany applications that you are
most excited about that arebeing used for AI, or any things
that you haven't seen just yetthat you think might be a
possibility?
Blythe Brumleve (20:28):
I think that a lot of the creation tools,
especially for, like Googleslides, it's just not there yet,
but when it does get there it'sgoing to be really incredible.
A couple of tools that I reallylove to use is Claude, just
because I can upload transcripts, I can upload spreadsheets and
it can give me an extra pair ofeyes on that content.
And then I would say, betweenClaude, that's the one that I
(20:49):
primarily use every day.
Another one for video andcreative folks out there is
runway.
They can help you create videosreally from the text to prompt,
and it will.
If you just input text, it'llbe able to create a video for
you.
Still very early stages forthat, but exciting nonetheless.
Anthony Smith (21:05):
Exciting indeed.
Blight, thanks so much forjoining us this morning.
Blythe Brumleve (21:09):
Are you in freight sales with a book of
business looking for a new home?
Or perhaps you're a freightagent in need of a better
partnership?
These are the kinds ofconversations we're exploring in
our podcast interview seriescalled the Freight Agent
Trenches, sponsored by SPILogistics.
Now I can tell you all day thatSPI is one of the most
successful logistics firms inNorth America, who helps their
(21:31):
agents with back officeoperations such as admin,
finance, IT and sales.
But I would much rather youhear it directly from SPI's
freight agents themselves.
And what better way to do thatthan by listening to the
experienced freight agents telltheir stories behind the how and
the why they joined SPI?
Hit the freight agent link inour show notes to listen to
(21:52):
these conversations or, ifyou're ready to make the jump,
visit SPI3PLcom.
Kaylee Nix (21:58):
Right now we're going to welcome on our next
live guest.
We've got Blight from Leapjoining us.
Host and creator of everythingis logistics.
Blight, thanks for being here.
We also know that you love toboth moonlight and daylight as
our social media content queen,and today we're talking on using
social media specifically tomarket to particular
demographics.
I love this because I thinkwhat you and I have talked about
(22:19):
before is so nuanced but soimportant, because you have to
find a voice for every socialmedia platform and it can be
difficult to find the right one,and if it's not right, it's not
going to work.
Blythe Brumleve (22:31):
Absolutely.
You really have to start offwith the end goal in mind of
what you're trying to do.
Are you trying to build brandawareness?
Are you trying to get some ROI?
Are you trying to generateleads?
Having all of that in mindfirst can help you reverse
engineer of what you want thosegoals to ultimately be.
Bill Priestly (22:49):
As we look at it in terms of, obviously,
different platforms getdifferent demographics, but if
you're looking for a specificdemographic, how do we depict
one?
And then, all of a sudden, howdo you make sure that the
content that you're creating ishitting the right note that you
want to get to the person thatyou're trying to get to?
Blythe Brumleve (23:06):
So I think we have to back up almost just a
little bit, because for a lot offreight marketers they are
one-person operations I think wetalk about that almost every
time I'm on freight waves now isthat these one-person marketing
operations, they don't have alot of time on their hands.
They're more often handlingother tasks in addition to the
marketing requirements.
(23:27):
And so, when you think about itfrom that lens, is that you're
only really going to have timefor one or two platforms.
And so, thinking about thosegoals of what you want to, what
you want to, maybe it'srecruiting, maybe it's
attracting, you know, in-housebrokers, maybe it's attracting
drivers, and so having that inmind first can really help you
really streamline a lot of yourdifferent marketing efforts.
(23:49):
And so, thinking about it fromthat lens, you really want to
think about well, what do?
Who's going to be creating thiscontent?
Who is going to?
Are you going to be doing video?
You're going to be doing audio?
Is it going to be influencerled, where you don't actually
hire someone within your companyto create this content.
But then who is going to be theface of your company?
Maybe it's founder led, ormaybe it's employee led, where
(24:10):
you encourage your employees tostart generating content on
LinkedIn, on Twitter or X or youknow whatever it's called this
week I it's going to take sometime to get to get used to that,
but knowing that you have thatin mind of who's going to be on
camera and then plus what thegoal is, then you can figure out
which platform makes the mostsense for you.
If you're trying to dorecruiting efforts, tiktok makes
(24:32):
a ton of sense because a lot ofdrivers are on there and a lot
of young people are on there.
So making TikTok relevantcontent for that specific goal,
for that specific audience,makes a lot of sense there.
If you're trying to reachshippers, if you're trying to
reach other tech providers,linkedin makes a whole lot of
sense because that's where thataudience hangs out and that's
where they really gravitatetowards that kind of content.
You could also consider newertype platforms, especially newer
(24:56):
for freight, such as using theplatform X, formerly known as
Twitter, or using the platformDiscord.
There are growing freightcommunities on these platforms,
especially Discord, andespecially Twitter or X.
I'm good, it's going to take awhile to get that one right, but
they're growing freightmarketing platforms that are on
the, that are on these audienceor audiences that are on these
different communities, and sohaving that goal in mind, having
(25:19):
that audience in mind, and thenwho is going to be on camera,
if you package all of those twotogether, or all of those three
together, then it will have ahigher likelihood of reaching
that goal.
Kaylee Nix (25:29):
Oriented content, so of course, as you mentioned, we
talk about the fact that a lotof these operations are one
person marketing teams all thetime, and their time is valuable
, and having to devote theirtime to seven to eight to 12
different social media platformsis absolutely not feasible.
But for a lot of legacyleadership I'll use the word
legacy I don't want to call themold they have this idea that
(25:51):
more content is better.
Right, pump it all out, doesn'tmatter, you can just toss it
out there.
You reuse it across platforms,and that doesn't quite work.
So for folks who are maybe alittle bit more social media
savvy, if they are handling thiscontent production, how do you
go about talking to your legacyleadership and really saying, ok
, you know what?
No, I can't be on all ninedifferent platforms putting out
(26:12):
the same stuff, because you'renot going to get the end goal in
mind.
Here's the two to three that weneed to focus on, and this is
what I expect to see in returnout of that focus 100 percent,
because you really need to setthe expectations very clear.
Blythe Brumleve (26:24):
I think a lot of legacy employees let's just
say it that way have an ideathat you could just, oh, just go
do the, the X thing, go do theInstagram thing, and it'll just
take a little bit right, itdoesn't take that much time and
effort when, in reality, each ofthese platforms have their own
nuances, have their own language, have their own content style,
and so you need to invest ineach of those styles for each of
(26:47):
those things.
If you've ever asked anexecutive to try to start
posting to LinkedIn at leastonce a week, you can see the
groans on their faces andthey're just very visibly like I
don't want to do this.
Well, if you think about itfrom that lens and it takes so
much time and energy for you topost one thing on a platform
once a week Now try to thinkabout the responsibilities on
that one person, marketer, whois trying to do all of those
(27:09):
things every single day,multiple times per day.
So the reality is that you pickone, maybe two platforms, and
those are the ones that youdouble down your efforts on,
depending on the goals of whatyou're trying to do with that
content.
And then you have to also askyourself of who is going to be
creating that content, becausethat is a big deal that you need
to consider.
If it's going to be influencerled, if it's going to be
(27:31):
employee led, then you areessentially handing the keys off
to your brand awareness toanother person.
So you really want to make surethat you vet those people and
that they're doing things theright way, but also with a
creative lens, like you don'twant to sort of put handcuffs on
them to where they're not goingto be able to be creative.
So you want to encouragecreativity, but you do want to
(27:51):
have some guardrails in place toprotect the company, to protect
the brand, and so as long asyou have those realistic
standards set up and set inplace, then for social media you
can take it that approach.
But then, on the other hand,you can use all of these
different AI tools a writer, youknow, jasper all of these
different tools that will helpyou target some high intent
(28:12):
keyword phrases, especially fromthe SEO side of things, and you
can, you know, focus on theblog for those high intent
phrases.
And then you can sort of marrythat legacy content, that legacy
marketing plan of having thatyou know SEO focused blog in
addition to the social mediapresence.
So if you can really find timeto focus on those two things, I
think that's a home run for alot of marketers in this space,
(28:35):
where you can maximize your time, maximize efficiency and
hopefully be able to show alittle bit of ROI.
But also, don't forget yourcustomer interviews, because
that will help fuel all of thatentire ship, whether it's social
media or blog content.
If you're sitting in regularlyon customer interviews.
And if you can't sit inregularly on customer interviews
, then use a tool like Otter AIor another transcription meeting
(28:57):
notes tool that will be able tojoin those meetings for you and
give you the data that you needand the takeaways that you need
to create that content onsocial media or the blog or
email, whatever.
Pick your poison, but don'tpick too many of them.
Bill Priestly (29:09):
That's right.
We've got about a minute lefthere, blav.
Is there any connection or anyresearch into what medium use
being audio video bloggingimages in terms of the age of,
perhaps, of the person thatyou're trying to go after, or
the type of person you're tryingto go after, because obviously
some will cater to some betterthan others?
Blythe Brumleve (29:31):
Yeah for sure, tiktok is definitely one of the
younger audiences.
I would argue that Discord isalso a little bit of a younger
audience too, but then when youthink about Facebook and
Instagram, those are more oflike the legacy type platforms,
where everybody is on it, fromyour grandparents to small
children essentially haveInstagram profiles.
So it really depends on thedemographic that you're trying
(29:52):
to reach.
Linkedin is the safest bet forthe majority of our industry.
Bill Priestly (29:56):
That's going to be interesting to watch, as this
can use to kind of feel our waythrough the social media maven
that it is.
Thank you so much, blav, forjoining us.
Kaylee Nix (30:05):
Right now we're going to welcome in our next
guest.
We've got Blythe Brumleafjoining us for our weekly update
on content marketing ineverything logistics.
Blythe, thanks for being here.
Last week we talked a littlebit about what to do if you are
a time-strapped marketer.
Today we're going to zoom in alittle bit more and figure out
what content to focus on if youonly have so many hours in the
day.
Let's talk about it.
Blythe Brumleve (30:26):
So a big case that's going on right now is for
a lot of marketers trying tolook for an edge, and they're
also trying to balanceeverything else, all of the
other job responsibilities thatthey are tasked with, and a lot
of the times, in the freightindustry especially, you're
probably handling other tasksother than just marketing.
So what do you do if you're ina time crunch?
What do you do if you have askill gap where you can't get
(30:49):
things done internally?
Well, you have to start turningto the gig economy, to
freelance workers and AI inorder to empower the operations
that you already have, to getgreat work done faster and to
turn no ideas into a string ofideas that you can then begin to
capitalize on if you have thatlimited time and limited budget.
Bill Priestly (31:12):
And looking at some of these ideas, especially,
like you said, working inlogistics.
You're busy, you barely havetime.
Is there anything you wouldrecommend by content or format?
Should I get an AI chat aboutto blur them out like 300 words,
or should I do a little quickTikTok video?
Or should I do a cut of someoneelse's video and then just talk
about it?
Is there any kind of quick winsfrom a content or format that
(31:35):
may be getting the job done andthen, when I have more time
later, I'll switch to adifferent format?
Blythe Brumleve (31:40):
100%.
So for a lot of folks, theyfind video very intimidating.
So if you find videointimidating, you don't want to
start there, even though I wouldmake the argument that it's so
easy just to take your cellphone and do a quick five minute
recording and then you can havesome content that you can share
with your customers and withyour leads.
But if you're looking to sortof just dip your toe in the
(32:01):
water, then you need to startwith being a commentator.
Being a commentator means thatyou are taking new stories that
are published to platforms likeFreight Waves or maybe some
other independent creators thatare making content out on
LinkedIn and a variety ofdifferent social media platforms
.
They have opinions on theindustry and, guess what?
You have an insightful opinionon the industry as well.
(32:21):
So you could be a commentator atfirst, where you are reposting
LinkedIn.
I don't know if people are aware, but LinkedIn now has a repost
feature where you can justsimply repost an article, very
similar to Twitter slash exes,retweet function or repost
function, and so when you areusing that function, you can
either just straight repost itor you can add your own
(32:41):
commentary to that repost.
That's a really easy way tostart dipping your toes in the
water and then, if you want tokick it up just a notch, I was
part of LinkedIn's podcastAcademy over the last eight
months and when you, they taughtus that when you're on the
homepage of LinkedIn, look atthe upper right hand corner of
that LinkedIn news feed.
Those editors are looking forpeople to commentate on that
(33:04):
news, and so you can build itinto your daily habit that
you're going to check out thatlittle LinkedIn news tab, that
little news feed, and then ifyou see something that's related
to your industry, your area ofexpertise, then you can be a
commentator on that and have achance to reach a far, you know,
far wider network on LinkedInthat includes people you're
already connected with andpeople that you may not be
(33:25):
connected with.
So being a commentator or acommenter will really help take
you to the next level, fromthinking about being a content
creator to actually starting tocreate that content.
And then, once you start tocreate it yourself, then you
have a pretty good idea of whatyour audience is going to be
interested in, and then thatmakes much more sense to take it
to the next step to startinvesting in video, maybe audio
(33:46):
blogs, things like that.
Kaylee Nix (33:48):
We talk a lot about.
You don't have to be great atcontent creation to start.
You literally just have tostart, because your skill and
your quality builds as youcontinue to develop and just
post more right.
We've seen the rise of a lot offolks, especially in the
logistics space, who really juststarted just kind of posting
and it wasn't necessarily superdetailed, it wasn't super kind
(34:11):
of like intensive, I guess, withtheir content.
I think about people like FrankCaviar.
I think we got like a read lasta lot with lost freight.
Right, they just go and theyjust post and people now
interact with it because theysee it on their feed.
That's one of those ways tokind of hack the algorithm is
the more that you post sometimes, the better that it gets picked
up right, and that's a goodplace to, I think, go if you are
(34:31):
really strapped for time ismaybe just a blurb here, a blurb
there, right.
And the other thing is, too, isthat you don't have to be on
every single platform.
If you are strapped for time,you can pick and choose.
Blythe Brumleve (34:43):
Yeah, you definitely want to pick and
choose the platforms that makethe most sense for you and your
brand LinkedIn and rising up inthe ranks.
Linkedin makes a sense for alot of folks, especially
shippers and especially peopletrying to reach those shippers.
Now for other platforms, likeyou mentioned, where you have a
more casual approach, you knowTwitter and TikTok tend to be
more more just, real and rawversus like LinkedIn, and
(35:06):
Instagram are typically morepolished and so, thinking of it
from that lens, you also want tothink about it that no one else
thinks about your content theway you think about your content
, and so when you areoverthinking things and thinking
, oh, I don't know if anybody'sgoing to actually react to it,
who cares, just go for it, postit, see what happens.
You never know what post isgoing to really rise up in the
(35:29):
ranks and really feed thealgorithm, as they say, and be
able to be exposed to morepeople within your own network
and then more people that engagewith that content.
It exposes them, your content,to their network as well, and so
you don't really need tooverthink it.
The fear of perfection, the fearof equipment are both really
two really big fears that a lotof creators face on a regular
(35:52):
basis.
It's never going to go away, soyou might as well just accept
it and just post anyways.
And so having a less corporate,a less formal appeal to your
content is also a strategy aswell, as we've seen with brands
like Think Freight, freightCaviar and Lost Read with the
Please Advise hats.
Those are use cases that youcan create that content in a
(36:13):
more casual environment versussome of the more polished stuff
that you traditionally see onLinkedIn.
There's a lots of ways to skina cat, especially in the content
game, my Please.
Kaylee Nix (36:22):
Advise hat.
The dad version of it has beenordered.
Also, like read, I'm wonderingwhere my hat is.
It's been like eight days.
But that's a great example,right?
Is that read was out at thefuture supply chain handing out
these trucker hats and now he'sgot a full dad hat and it's
expanding the line and it'sexpanding his reach, right?
Who knew that hats could be achannel for you to produce
content with?
Blythe Brumleve (36:44):
And now he has a growing Discord channel that
that Discord channel is amazingto be a part of because you can
get that firsthand experiencewith that firsthand insight from
people from a variety of roleswithin the logistics field.
So it's one of those thingswhere, like hats, it sounds kind
of a little kooky on LinkedIn,of course, but on Twitter and
vibes really well, and onDiscord is it's leading to a
(37:05):
platform that I believe hasclose to 400 members now, all
part of the logistics community.
Bill Priestly (37:10):
And for any tips for folks uh, myself included
who's just trying to figure outhow to get started in like a
Twitter or LinkedIn.
Do you think that, uh, it'smore important to stay in terms
of content, or there's anotherstrategy where you're just
putting things out there andhaving your personality?
If you're trying to just getstarted and set yourself apart
or even enter the space, wouldyou recommend that someone has
(37:31):
to go strictly by the facts, oris there a strategy involved
with just posting things thatmay not be always in your
wheelhouse?
Blythe Brumleve (37:38):
I typically follow, not super religiously,
but it's called the KLT method.
So it's knowledge, or it'sknowledge like and trust, and so
the theory is is that 70% ofthe content that you're
publishing should be around theknowledge base of your insight.
Then 10% is focused around thethings that you like, maybe a
sports team or you know, just ahistorical knowledge or
something like that and then thetrust, which is 10%, is really
(38:01):
those vulnerability posts youknow, I lost a big customer or
some content like that.
This is the lessons that Ilearned from it.
So typically, the KLT method iswhat I like to loosely follow
the most.
Bill Priestly (38:12):
Perfect.
Well, I think so much.
Always a pleasure to have youon.
I'm going to try to kick up myTwitter game now as well.
Not as good with the hats,though, but uh, we'll, uh, we'll
, keep you posted.
Blythe Brumleve (38:22):
Heck, yes, do it.
I hope you enjoyed this episodeof Everything is Logistics, a
podcast for the thinkers infreight, telling the stories
behind how your favorite stuffand people get from point A to B
.
Subscribe to the show, sign upfor our newsletter and follow
our socials over ateverythingislogisticscom.
(38:42):
And in addition to the podcast,I also wanted to let y'all know
about another company I operate, and that's digital dispatch,
where we help you build a betterwebsite.
Now, a lot of the times, wehand this task of building a new
website or refreshing a currentone off to a co-worker's child,
a neighbor down the street or astranger around the world,
where you probably spend moretime explaining the freight
(39:04):
industry than it takes toactually build the dang website.
Well, that doesn't happen atdigital dispatch.
We've been building onlinesince 2009, but we're also early
adopters of AI automation andother website tactics that help
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social media posts, recruit newemployees and give potential
(39:25):
customers a glimpse into how youoperate your business.
Our new website builds start aslow as $1,500, along with
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You can watch a quick explainervideo over on digitaldispatchio
(39:46):
.
Just check out the pricing pageonce you arrive and you can see
how we can build your digitalecosystem on a strong foundation
.
Until then, I hope you enjoyedthis episode.
I'll see you all real soon andgo Jags.
Welcome into another episode of Everything Is
Logistics, a podcast for thethinkers in freight.
We are proudly presented by SPILogistics and I am your host,
Blythe Brumleve.
We got another edition of theFreight Waves Now Roundup
talking all things logistics,marketing.
And in case you're new to thisformat, here's a little bit of
the backstory.
I make a guest appearance everyWednesday at 10am EST on
(00:28):
Freight Waves Now.
These conversations aretypically around 10 minutes, so
in an episode like this, whichyou're about to listen to, I'm
going to play the audio versionof each of those appearances so
you can hear them all in onejump.
So when you hear that whooshsound, that means that the new
episode, and thus the topic, isshifting gears a little bit.
(00:51):
So for this particular episode,there are four main topics that
we're going to be covering.
And first up we have whatshould your marketing department
look like in 2023 and beyond,and this one is really
especially helpful for thefounders and the CEOs looking to
structure their marketinginitiatives for now and really
(01:13):
in the future.
And then future topics in theepisode cover AI tools such as
chat, gpt and a personalfavorite, water dot AI, before
diving into some of the nontraditional means of marketing
and talking about the kind ofcontent that you could be making
on a time crunch.
It's a lot of ground to coverin these episodes.
Thankfully the Freight WavesNow hosts with Kaylee and
(01:36):
Anthony and Bill.
They all round out theconversation really nicely with
some fun back and forth, so Ihope y'all enjoy.
Bill Priestly (01:44):
This is Triggin with our next guest, one of my
favorite people.
We get a chance to talk toBlythe Brumleve, CEO of Digital
Dispatch, as we get a chance totalk a little bit about
marketing and what yourmarketing department needs to
look like in 2023.
Blythe, thanks so much forjoining us.
Blythe Brumleve (01:59):
Thank you for having me, happy to be back here
and hopefully a good internetsignal.
Bill Priestly (02:03):
Hopefully good internet signal this week as
well.
So let's look at this from, say, for the CEO perspective, as
you look forward, in terms ofwhat does the marketing
department need to look like?
Does this need to be a oneperson job?
Does it need to be a two personjob?
Hopefully, as you're in thisparticular time right now,
you're financially strapped.
How low does it have to go?
What you're feeling right nowis how marketing departments
(02:26):
need to look and function to getthrough this until, of course,
the market turns and then youget an opportunity to perhaps
spend a little bit of money, ifyou want to, to make your
marketing department a littlebit bigger.
Blythe Brumleve (02:36):
So, in my opinion, it should start from
someone who is in charge ofwhat's called marketing
operations, someone that canunderstand what's driving
revenue, be able to have thoseconversations with the CFO and
with the financial team alsowith the executive team of
what's driving revenue as well,and so be able to put those two
together so then that way theycan work with the sales team in
(02:56):
order to make content that isresonating with the audience
that they're going after.
And the only real way to do thatis by having somebody that's
familiar with marketingoperations, so, at a high level,
you understand what's drivingrevenue, you understand what
impacts revenue, you understandwhat customers are concerned
with, what kind of questionsthat leads are asking, and so if
you have that good framework ofwhat is at the surface level
(03:18):
and what ultimately is drivingrevenue, then you can start to
fill in the gaps of what makessense for you, your team, your
limited budget and probably alimited team.
And so if you have somebodythat is focused on marketing
operations, then it frees up therest of sort of their bandwidth
in order to go after thespecialists of the things that
you really want from a strategyperspective, of what you want to
(03:39):
focus on.
Bill Priestly (03:40):
I know you're a big proponent of using AI tools
and in terms of trying to usethose and move forward.
Let's look at the size of themarketing department in terms of
personnel and their owncapabilities.
Let's say, for instance, wouldit be better in a situation to
have two people with maybe notas much familiarity in AI and
some of these newer tools thatwill allow them to kind of cut
(04:02):
down on their not-presentproductivity but in terms of
what they're able to put out, orwould you rather have just one
person who's really good at it?
Is that good enough to getthrough if you can find that one
person that can do notnecessarily everything, but
basically be able to be asproductive as possible, given
what they know and how they canuse AI to their advantage?
Blythe Brumleve (04:23):
I think AI is.
It's really important to knowthat these tools are still so
new, and so if it still feelsnew to you, then it is very much
new to the rest of the industry.
The rest of that just role ingeneral, from from marketers.
We're all trying to figure outhow this is going to impact our
roles, and it's not just goingto impact marketing.
It's going to impact everyfacet of your business, but in a
(04:45):
positive way, where it's goingto increase your productivity.
So if I were the leadershipteam, if I were in charge of
hiring somebody that is familiarwith marketing or maybe you
know to kick your marketing up anotch, I would be focusing on
someone that has a proven track,ability to be able to adopt new
technology, be able toexperiment with them, because
that's essentially what thesetools are is that you're
(05:06):
figuring out how they can fitinto your established processes
and how it can help youtranscribe a video much quicker,
how it can help you createvideos much quicker, how it can
help you turn a meeting notesinto actionable takeaways.
All of these different toolsare powered by AI and so you can
be that person that's going tofigure out how it's going to fit
into all of these existingprocesses.
(05:28):
So that's where I would focuson.
As far as a new hire isconcerned, or an existing hire,
are they comfortable withgetting familiar with these
tools?
There are a lot of them are freechat or chat Gbt is, especially
the pro version chat Gbt for isonly $20 a month, and if it can
help you increase that oneworkers productivity, then it is
going to be well worth theinvestment from a variety of
(05:51):
standpoints where theseplatforms are just going to
continuously get better.
And so if you have somebody thatis anxious to learn or probably
excited to learn is the betterway to phrase that if they want
to learn these different tools,then give them the freedom and
the patience and thecreativeness to be able to use
these tools to their fulladvantage.
Because you're not going to beable to know the ROI immediately
(06:13):
.
The ROI is going to be seenmore on the administrative, on
the productivity level, and thenthat way it can supercharge
your existing processes that youhave.
It's not going to be sort ofthis magic wand that you're
going to wave over yourmarketing and all of a sudden,
you know five leads are going tocome through the door and
they're going to you know,additional 20 leads next week.
That's not how it works.
It's going to help yourmarketing department, your
(06:35):
whoever is handling, whetherit's one person or an entire
team.
It's going to help them as faras productivity is concerned,
but you really want to focus onsomebody that is going, that has
a willingness to learn and awillingness to use these tools
and figure out how they can playa role within the organization.
Bill Priestly (06:51):
And obviously that's extremely important
because if you get someone whodoesn't have that willingness to
learn, then all of a sudden youfind yourself maybe in the
stage of a dinosaur, whereyou're not willing to evolve in
those particular ways.
But let's say that you've gotsomeone there.
You're a cash trappedinstitution, you don't want to
spend a lot of money.
You made a hire and a personwho wants to learn.
How long of the learning curve,given your experience with some
(07:11):
of these tools?
How long of a learning curve doyou say, okay, we need you to
kind of get something going herein the not too distant future.
What's the kind of timeline orrunway you have with a person
who you bring in kind of rightthere and you want them to
obviously hit the ground running?
But how much lead time do youget?
Blythe Brumleve (07:28):
So I would.
If you're not willing to giveyour marketing rep at least six
months of a lead time, thendon't even bother hiring them,
because you're not ready toinvest in marketing yet.
And so, from a marketersperspective, you need to be able
to have that breathability tobe able to use these tools but
also know that you're not goingto get fired in two months if
you can't start producing leads,and so, from that perspective,
(07:50):
it should be number one priorityfor any marketer that is
entering into the industry inorder to set up quick takeaways.
How can you get involved in thesales meetings?
A quick way to do that, usingAI tools, is to get some kind of
a meeting note taking tool.
I feel like a broken record atthis point that if you are not
using a tool called otterai,that you are missing out on some
(08:10):
of the best insights that yoursales team could be providing to
the rest of the executive teamand the marketing team.
So just by using these notetaking tools, they'll be able to
automatically join meetings,create takeaways and then be
able to send those takeaways.
So the marketer has some kindof an idea of where they need to
start and what are thecustomers asking what are the
leads asking?
(08:31):
And then you can start to revampyour website, you can start to
create email campaigns, you canstart to create social campaigns
and you create it based onthose conversations that your
sales team is already having.
And so then you can start to laythat groundwork of measurement
of what kind of content you'regoing to create as far as
expectations.
Is the executive team going toget involved, as far as founder
driven marketing or thoughtleadership driven marketing?
(08:54):
That's sort of that next phaseof what.
After you establish that groundlevel of measurement and what
you're going to create, thenthat next level is getting the
executive team, getting thefounder team, involved in
regular webinars, regularcustomer interviews, and so then
that way you can use thosevideo interviews.
You can use those as yourmarketing campaigns, as what you
send out to those futurecustomers and to those leads.
(09:17):
Even if you don't technicallycan use the customer side of
those answers, you can still usethe executive and the founder
quotes from those interviews andyou can use those as social
media clips in order to drivemore awareness to your brand and
to the services that you'retrying to sell to your customers
.
Bill Priestly (09:34):
I remember Grace Sharkey, not too long ago, had
mentioned a survey among lots ofdifferent companies to say do
you intend to invest in freighttech over the course of the next
12 months?
And a vast majority of answerscame back yes.
Even though we're in obviouslytougher economic times right now
, they still want to make thatinvestment.
How would you advise companiesin terms of making investments
in technology?
(09:55):
Regarding to marketing,obviously there are lots of
options out there.
Some cost money, most costmoney, some do not.
But what about that investmenton the marketing side and trying
to basically make yourmarketing department as good as
possible, even though you maynot know necessarily what this
technology does?
Blythe Brumleve (10:14):
So the first thing I would get is a pro chat
GPT subscription.
It's $20 a month.
Then I would get an auto AIsubscription it's like $130 a
month.
Those are really the only twosoftware tools that you need
right now in order to get thejob done today.
Anything else you would beoverwhelming yourself.
You would have.
There's a learning curve for alot of these different software
tools and with a lot of theenhancements that are coming out
(10:36):
from not just chat GPT, butClaude and also Google is
working on their personal duettool I think is what they're
calling it.
They're Gemini.
That's going to be out laterthis fall, and so all of these
tools are already.
These big technology vendorsare already building these tools
into your existing tech stacks,and that's where you could be
looking towards the future,where, okay, if they're going to
(10:59):
incorporate this into yourGoogle docs, for example, or
Microsoft with Bing and chat GPT, they're already incorporating
these tools into your existingtech stack, then that is your.
That is the situation whereyou're not going to waste a ton
of money on trying to buy 15different tools that do all of
these different things.
You're probably going to havestuff for a learning curve.
(11:19):
If you do that, you're notexactly sure where they're going
to fit in as far as yourprocess is our concern.
So get the Otter AIsubscription.
Get a pro chat GPT subscription.
You'll save a lot of money.
You can figure out where itfits into your existing
processes and then, when a fewmonths these companies keep
battling it out, then you can bethe ultimate winner as far as
who is going to be incorporatingthe best tools into each of
(11:40):
your existing tech stacks.
Where it doesn't.
It doesn't require a huge likechange order where you know the
executive team has to getinvolved because you want to
spend $20,000 on software that'sprobably going to be replaced
in six months.
So I would get those two piecesof software and then everything
else.
Bill Priestly (11:55):
Just kind of wait and see real quick If you're a
CEO perhaps.
Maybe this has beentechnologically challenged and
you're not up to snuff oneverything that's going on as
far as this is concerned, Maybeyou came into the game 10 years
ago.
How much different is themarketing team of 10 years ago
going to be the marketing teamof today?
Blythe Brumleve (12:12):
It completely different, 100% different.
You're not going to be focusingon SEO, which is what the focus
was, you know, 10 years agoblog driven content.
A lot of that is going to beeasily replaced, and is already
easily replaced, with a lot ofthese tools.
You need to have somebodythat's familiar with marketing
operations and AI to really havea clear sort of picture as to
how these tools evolve and howit's going to shape our future
(12:32):
of work.
Bill Priestly (12:33):
And if you don't change, oh well, platt Platt,
thanks so much for joining us,and I will look forward to you
coming out next week as well.
Kaylee Nix (12:42):
We're going to welcome in our next guest.
We've got Blythe Brunnellyjoining us today for a
conversation a little bit aboutAI tools, how to use them to
actually create some decentcontent.
Blythe, thank you for joiningus this morning.
As always, it seems like AI issomething that we are continuing
to talk about.
It's becoming pretty useful,especially in a marketing
standpoint, but how do we makesure that that content is
(13:02):
actually useful?
Are we asking you the rightquestions and asking for the
right types of things to beproduced?
Blythe Brumleve (13:09):
Absolutely.
This is one of my favoritetopics.
I feel like I haven't gotten achance to talk about it on
FreightWaves now, so I'm excitedto dive into this with you all
today.
You're right With contentmarketing, ai has just
essentially taken over theentire conversation.
That's all that.
These tools, your traditionaltools such as Google and
Microsoft, plus HubSpot, all ofthese different platforms, are
(13:31):
starting to incorporate AI intoall of their existing tools.
It makes other tools that havebeen built up on their own, such
as Jasper or even copyai Someof these tools that have existed
for a few years now.
They're starting to have thatcompetition from the big players
, who have been a little bit ofa sleep at the wheel, or a sleep
(13:51):
at the wheel to the extent that, like Google says, they didn't
want to release some of thistechnology for fears that it
would be too far advanced forthe majority of the public to
handle.
Now we're at a difficult forkin the road of how do we
incorporate AI into our workloadresponsibly Then.
(14:12):
That way, we can produce moreof the great work faster, but
also not suffer at the loss ofthe human element, which is
really still important andimpactful with the content that
you're making.
Anthony Smith (14:25):
Blythe.
One of the big things I'mtrying to see lately on a site
that I don't frequent too muchat, c has really starting to
launch a lot of AI style promptsto be sold.
Can you talk to what some ofthose are looking like, when
people are just looking at howto use things like chat, gbt or
how to use AI to really get themost out of it or answer
questions?
Blythe Brumleve (14:46):
Yes, a lot of these tools, a lot of these
existing platforms, are startingto implement AI For better or
worse.
Etsy is one of them.
Linkedin is another one, wherethey're helping you create these
different captions, createthese different post ideas.
Where AI really shines, though,is the ideation, or with using
(15:07):
your own content in order tocraft new posts, new articles,
new video ideas.
That's where it's extremelypowerful right now, where it
gets into be a little bit of themuddy waters or just content
that isn't going to make much ofan impact.
That's where you fall into thetrap of a tool.
Using an AI tool like Etsy, orusing AI tools on LinkedIn.
(15:30):
Some of these things are justvery early.
They're a little too early, andyou run the risk of using these
tools and sounding likeeverybody else.
What I always suggest is to usethese platforms.
There's Claude, there's Bard,there's chat GBT.
Of course, we have three reallymain players as far as the
(15:51):
large language models that youcan go and you can play with
right now, so testing thoserepeatedly, not just maybe.
You tested out Bard a fewmonths ago, and it wasn't the
best, because it probably wasn'tthe best.
Chat GBT and Claude have reallytaken the throne as far as data
creation is concerned, one isreally good for ideation.
(16:13):
I use chat GBT for ideation orto summarize things.
I also use Claude for dataanalysis.
You can upload documents anddata up to 7,500 words up to
Claude AI and it can take apodcast transcript, for example,
or a video transcript, likewhat we're having now.
You would be able to downloadthat transcript, upload it to
Claude and then it would be ableto give you a summary, give you
(16:36):
tweet ideas, give you LinkedInpost ideas.
That, to me, is the better usecase, because you're using your
own data and you're using thepower of these large language
models in order to createcontent, versus just trying to
use the autofill suggestions ofwhat some of these different
platforms are trying to get youto use.
Kaylee Nix (16:54):
So Blight.
I think this begs the questionwhen do we see some of these
platforms who maybe aren't so AIfriendly or who aren't so
accepting of technology likethis, start to put blocks in
their algorithms that detect ifthings have been written by AI?
So it's something that we canexpect to see like, say, you
have an Instagram caption perchance that you took and you
said, okay, chat, gbt, here's myblog post.
(17:15):
Give me an Instagram captionand then copy it and paste that
into.
Is there?
Do we run the risk of themetadata transferring over and
Instagram maybe picking up onthat and then putting it down in
its algorithm because it wasn'thuman written, or is that
something that is maybe far down?
Did I just give Mark Zuckerbergan idea?
Blythe Brumleve (17:36):
Well, it's challenging right now because
anytime one of these AIdetection tools come out,
they're largely inaccurate andthey're never going to be able
to keep up with the currenttechnology.
So it's always this thing ofjust chasing the continuous next
phase, the next phase, and alot of these software tools are
not going to be able.
A lot of these AI detectiontools are, just, frankly, not
(17:57):
going to be able to keep up withit.
Now, you did mention somethinginteresting where the metadata
from that post could likely beembedded into whatever text that
you're creating.
But anytime something like thatpops up like, say, for example,
the TikTok watermark on a video, that is a perfect example of
the TikTok watermark showing up,instagram starting to realize
(18:18):
that, hey, people are justrepurposing videos from TikTok
on here.
We're going to develop a pieceof our algorithm in order to
detect that and we're going todownplay that content in our
feed because it has thewatermark.
Well, there's already a toolthat will remove that watermark
for you and you'll be able to dothe exact same thing.
So for the savvy tech folks outthere, you'll be able to get
(18:39):
around this pretty quickly.
I think a lot of teachersexperience that.
Last year when, during schoolthat students would be creating
different chat, gpt relatedcontent or research papers, and
they would have these AIdetection tools that would show
that, oh, 80% of this contentwas created by AI, but you have
some instances where it wasn'tcreated by AI, because that's
(19:01):
where the ultimate problem comesback to is that these large
language models are beingtrained on our own words, our
own data, and so you have tojust accept that this technology
is here.
The genie is out of the bottle.
There's no putting it back.
So how do we use these toolswith our own data in order to
take our content to the nextlevel?
And I think that that's asituation where we're at now,
(19:23):
where, if you're trying to chase, you know, with the AI
detection tools and things likethat, it's just, frankly, it's
going to be a waste of your time.
You need to start thinking aboutnew ways of using these kinds
of tools already in yourexisting workflows, because your
existing tech stacks.
You know things like that.
They're just going to keepincorporating new AI technology.
(19:43):
You know Google is another one.
Just this week, they releasetheir platform called Duet, and
so you can go into your Googleaccount, you can activate the
license and you can start usingthese different co-pilot style
tools and your Google Docs andyour slides and your sheets and
in your emails.
It's coming for every part ofthe written word online and I
think it's best to learn thesetools.
(20:05):
Use it to your advantage, orotherwise you're going to suffer
the negative consequences offalling behind, lack of
productivity and possibly havingyour job replaced.
Anthony Smith (20:14):
Blythe.
I think that is excellent.
Well, put the genie is out ofthe bottle Real quick.
Before I let you go, are thereany applications that you are
most excited about that arebeing used for AI, or any things
that you haven't seen just yetthat you think might be a
possibility?
Blythe Brumleve (20:28):
I think that a lot of the creation tools,
especially for, like Googleslides, it's just not there yet,
but when it does get there it'sgoing to be really incredible.
A couple of tools that I reallylove to use is Claude, just
because I can upload transcripts, I can upload spreadsheets and
it can give me an extra pair ofeyes on that content.
And then I would say, betweenClaude, that's the one that I
(20:49):
primarily use every day.
Another one for video andcreative folks out there is
runway.
They can help you create videosreally from the text to prompt,
and it will.
If you just input text, it'llbe able to create a video for
you.
Still very early stages forthat, but exciting nonetheless.
Anthony Smith (21:05):
Exciting indeed.
Blight, thanks so much forjoining us this morning.
Blythe Brumleve (21:09):
Are you in freight sales with a book of
business looking for a new home?
Or perhaps you're a freightagent in need of a better
partnership?
These are the kinds ofconversations we're exploring in
our podcast interview seriescalled the Freight Agent
Trenches, sponsored by SPILogistics.
Now I can tell you all day thatSPI is one of the most
successful logistics firms inNorth America, who helps their
(21:31):
agents with back officeoperations such as admin,
finance, IT and sales.
But I would much rather youhear it directly from SPI's
freight agents themselves.
And what better way to do thatthan by listening to the
experienced freight agents telltheir stories behind the how and
the why they joined SPI?
Hit the freight agent link inour show notes to listen to
(21:52):
these conversations or, ifyou're ready to make the jump,
visit SPI3PLcom.
Kaylee Nix (21:58):
Right now we're going to welcome on our next
live guest.
We've got Blight from Leapjoining us.
Host and creator of everythingis logistics.
Blight, thanks for being here.
We also know that you love toboth moonlight and daylight as
our social media content queen,and today we're talking on using
social media specifically tomarket to particular
demographics.
I love this because I thinkwhat you and I have talked about
(22:19):
before is so nuanced but soimportant, because you have to
find a voice for every socialmedia platform and it can be
difficult to find the right one,and if it's not right, it's not
going to work.
Blythe Brumleve (22:31):
Absolutely.
You really have to start offwith the end goal in mind of
what you're trying to do.
Are you trying to build brandawareness?
Are you trying to get some ROI?
Are you trying to generateleads?
Having all of that in mindfirst can help you reverse
engineer of what you want thosegoals to ultimately be.
Bill Priestly (22:49):
As we look at it in terms of, obviously,
different platforms getdifferent demographics, but if
you're looking for a specificdemographic, how do we depict
one?
And then, all of a sudden, howdo you make sure that the
content that you're creating ishitting the right note that you
want to get to the person thatyou're trying to get to?
Blythe Brumleve (23:06):
So I think we have to back up almost just a
little bit, because for a lot offreight marketers they are
one-person operations I think wetalk about that almost every
time I'm on freight waves now isthat these one-person marketing
operations, they don't have alot of time on their hands.
They're more often handlingother tasks in addition to the
marketing requirements.
(23:27):
And so, when you think about itfrom that lens, is that you're
only really going to have timefor one or two platforms.
And so, thinking about thosegoals of what you want to, what
you want to, maybe it'srecruiting, maybe it's
attracting, you know, in-housebrokers, maybe it's attracting
drivers, and so having that inmind first can really help you
really streamline a lot of yourdifferent marketing efforts.
(23:49):
And so, thinking about it fromthat lens, you really want to
think about well, what do?
Who's going to be creating thiscontent?
Who is going to?
Are you going to be doing video?
You're going to be doing audio?
Is it going to be influencerled, where you don't actually
hire someone within your companyto create this content.
But then who is going to be theface of your company?
Maybe it's founder led, ormaybe it's employee led, where
(24:10):
you encourage your employees tostart generating content on
LinkedIn, on Twitter or X or youknow whatever it's called this
week I it's going to take sometime to get to get used to that,
but knowing that you have thatin mind of who's going to be on
camera and then plus what thegoal is, then you can figure out
which platform makes the mostsense for you.
If you're trying to dorecruiting efforts, tiktok makes
(24:32):
a ton of sense because a lot ofdrivers are on there and a lot
of young people are on there.
So making TikTok relevantcontent for that specific goal,
for that specific audience,makes a lot of sense there.
If you're trying to reachshippers, if you're trying to
reach other tech providers,linkedin makes a whole lot of
sense because that's where thataudience hangs out and that's
where they really gravitatetowards that kind of content.
You could also consider newertype platforms, especially newer
(24:56):
for freight, such as using theplatform X, formerly known as
Twitter, or using the platformDiscord.
There are growing freightcommunities on these platforms,
especially Discord, andespecially Twitter or X.
I'm good, it's going to take awhile to get that one right, but
they're growing freightmarketing platforms that are on
the, that are on these audienceor audiences that are on these
different communities, and sohaving that goal in mind, having
(25:19):
that audience in mind, and thenwho is going to be on camera,
if you package all of those twotogether, or all of those three
together, then it will have ahigher likelihood of reaching
that goal.
Kaylee Nix (25:29):
Oriented content, so of course, as you mentioned, we
talk about the fact that a lotof these operations are one
person marketing teams all thetime, and their time is valuable
, and having to devote theirtime to seven to eight to 12
different social media platformsis absolutely not feasible.
But for a lot of legacyleadership I'll use the word
legacy I don't want to call themold they have this idea that
(25:51):
more content is better.
Right, pump it all out, doesn'tmatter, you can just toss it
out there.
You reuse it across platforms,and that doesn't quite work.
So for folks who are maybe alittle bit more social media
savvy, if they are handling thiscontent production, how do you
go about talking to your legacyleadership and really saying, ok
, you know what?
No, I can't be on all ninedifferent platforms putting out
(26:12):
the same stuff, because you'renot going to get the end goal in
mind.
Here's the two to three that weneed to focus on, and this is
what I expect to see in returnout of that focus 100 percent,
because you really need to setthe expectations very clear.
Blythe Brumleve (26:24):
I think a lot of legacy employees let's just
say it that way have an ideathat you could just, oh, just go
do the, the X thing, go do theInstagram thing, and it'll just
take a little bit right, itdoesn't take that much time and
effort when, in reality, each ofthese platforms have their own
nuances, have their own language, have their own content style,
and so you need to invest ineach of those styles for each of
(26:47):
those things.
If you've ever asked anexecutive to try to start
posting to LinkedIn at leastonce a week, you can see the
groans on their faces andthey're just very visibly like I
don't want to do this.
Well, if you think about itfrom that lens and it takes so
much time and energy for you topost one thing on a platform
once a week Now try to thinkabout the responsibilities on
that one person, marketer, whois trying to do all of those
(27:09):
things every single day,multiple times per day.
So the reality is that you pickone, maybe two platforms, and
those are the ones that youdouble down your efforts on,
depending on the goals of whatyou're trying to do with that
content.
And then you have to also askyourself of who is going to be
creating that content, becausethat is a big deal that you need
to consider.
If it's going to be influencerled, if it's going to be
(27:31):
employee led, then you areessentially handing the keys off
to your brand awareness toanother person.
So you really want to make surethat you vet those people and
that they're doing things theright way, but also with a
creative lens, like you don'twant to sort of put handcuffs on
them to where they're not goingto be able to be creative.
So you want to encouragecreativity, but you do want to
(27:51):
have some guardrails in place toprotect the company, to protect
the brand, and so as long asyou have those realistic
standards set up and set inplace, then for social media you
can take it that approach.
But then, on the other hand,you can use all of these
different AI tools a writer, youknow, jasper all of these
different tools that will helpyou target some high intent
(28:12):
keyword phrases, especially fromthe SEO side of things, and you
can, you know, focus on theblog for those high intent
phrases.
And then you can sort of marrythat legacy content, that legacy
marketing plan of having thatyou know SEO focused blog in
addition to the social mediapresence.
So if you can really find timeto focus on those two things, I
think that's a home run for alot of marketers in this space,
(28:35):
where you can maximize your time, maximize efficiency and
hopefully be able to show alittle bit of ROI.
But also, don't forget yourcustomer interviews, because
that will help fuel all of thatentire ship, whether it's social
media or blog content.
If you're sitting in regularlyon customer interviews.
And if you can't sit inregularly on customer interviews
, then use a tool like Otter AIor another transcription meeting
(28:57):
notes tool that will be able tojoin those meetings for you and
give you the data that you needand the takeaways that you need
to create that content onsocial media or the blog or
email, whatever.
Pick your poison, but don'tpick too many of them.
Bill Priestly (29:09):
That's right.
We've got about a minute lefthere, blav.
Is there any connection or anyresearch into what medium use
being audio video bloggingimages in terms of the age of,
perhaps, of the person thatyou're trying to go after, or
the type of person you're tryingto go after, because obviously
some will cater to some betterthan others?
Blythe Brumleve (29:31):
Yeah for sure, tiktok is definitely one of the
younger audiences.
I would argue that Discord isalso a little bit of a younger
audience too, but then when youthink about Facebook and
Instagram, those are more oflike the legacy type platforms,
where everybody is on it, fromyour grandparents to small
children essentially haveInstagram profiles.
So it really depends on thedemographic that you're trying
(29:52):
to reach.
Linkedin is the safest bet forthe majority of our industry.
Bill Priestly (29:56):
That's going to be interesting to watch, as this
can use to kind of feel our waythrough the social media maven
that it is.
Thank you so much, blav, forjoining us.
Kaylee Nix (30:05):
Right now we're going to welcome in our next
guest.
We've got Blythe Brumleafjoining us for our weekly update
on content marketing ineverything logistics.
Blythe, thanks for being here.
Last week we talked a littlebit about what to do if you are
a time-strapped marketer.
Today we're going to zoom in alittle bit more and figure out
what content to focus on if youonly have so many hours in the
day.
Let's talk about it.
Blythe Brumleve (30:26):
So a big case that's going on right now is for
a lot of marketers trying tolook for an edge, and they're
also trying to balanceeverything else, all of the
other job responsibilities thatthey are tasked with, and a lot
of the times, in the freightindustry especially, you're
probably handling other tasksother than just marketing.
So what do you do if you're ina time crunch?
What do you do if you have askill gap where you can't get
(30:49):
things done internally?
Well, you have to start turningto the gig economy, to
freelance workers and AI inorder to empower the operations
that you already have, to getgreat work done faster and to
turn no ideas into a string ofideas that you can then begin to
capitalize on if you have thatlimited time and limited budget.
Bill Priestly (31:12):
And looking at some of these ideas, especially,
like you said, working inlogistics.
You're busy, you barely havetime.
Is there anything you wouldrecommend by content or format?
Should I get an AI chat aboutto blur them out like 300 words,
or should I do a little quickTikTok video?
Or should I do a cut of someoneelse's video and then just talk
about it?
Is there any kind of quick winsfrom a content or format that
(31:35):
may be getting the job done andthen, when I have more time
later, I'll switch to adifferent format?
Blythe Brumleve (31:40):
100%.
So for a lot of folks, theyfind video very intimidating.
So if you find videointimidating, you don't want to
start there, even though I wouldmake the argument that it's so
easy just to take your cellphone and do a quick five minute
recording and then you can havesome content that you can share
with your customers and withyour leads.
But if you're looking to sortof just dip your toe in the
(32:01):
water, then you need to startwith being a commentator.
Being a commentator means thatyou are taking new stories that
are published to platforms likeFreight Waves or maybe some
other independent creators thatare making content out on
LinkedIn and a variety ofdifferent social media platforms
.
They have opinions on theindustry and, guess what?
You have an insightful opinionon the industry as well.
(32:21):
So you could be a commentator atfirst, where you are reposting
LinkedIn.
I don't know if people are aware, but LinkedIn now has a repost
feature where you can justsimply repost an article, very
similar to Twitter slash exes,retweet function or repost
function, and so when you areusing that function, you can
either just straight repost itor you can add your own
(32:41):
commentary to that repost.
That's a really easy way tostart dipping your toes in the
water and then, if you want tokick it up just a notch, I was
part of LinkedIn's podcastAcademy over the last eight
months and when you, they taughtus that when you're on the
homepage of LinkedIn, look atthe upper right hand corner of
that LinkedIn news feed.
Those editors are looking forpeople to commentate on that
(33:04):
news, and so you can build itinto your daily habit that
you're going to check out thatlittle LinkedIn news tab, that
little news feed, and then ifyou see something that's related
to your industry, your area ofexpertise, then you can be a
commentator on that and have achance to reach a far, you know,
far wider network on LinkedInthat includes people you're
already connected with andpeople that you may not be
(33:25):
connected with.
So being a commentator or acommenter will really help take
you to the next level, fromthinking about being a content
creator to actually starting tocreate that content.
And then, once you start tocreate it yourself, then you
have a pretty good idea of whatyour audience is going to be
interested in, and then thatmakes much more sense to take it
to the next step to startinvesting in video, maybe audio
(33:46):
blogs, things like that.
Kaylee Nix (33:48):
We talk a lot about.
You don't have to be great atcontent creation to start.
You literally just have tostart, because your skill and
your quality builds as youcontinue to develop and just
post more right.
We've seen the rise of a lot offolks, especially in the
logistics space, who really juststarted just kind of posting
and it wasn't necessarily superdetailed, it wasn't super kind
(34:11):
of like intensive, I guess, withtheir content.
I think about people like FrankCaviar.
I think we got like a read lasta lot with lost freight.
Right, they just go and theyjust post and people now
interact with it because theysee it on their feed.
That's one of those ways tokind of hack the algorithm is
the more that you post sometimes, the better that it gets picked
up right, and that's a goodplace to, I think, go if you are
(34:31):
really strapped for time ismaybe just a blurb here, a blurb
there, right.
And the other thing is, too, isthat you don't have to be on
every single platform.
If you are strapped for time,you can pick and choose.
Blythe Brumleve (34:43):
Yeah, you definitely want to pick and
choose the platforms that makethe most sense for you and your
brand LinkedIn and rising up inthe ranks.
Linkedin makes a sense for alot of folks, especially
shippers and especially peopletrying to reach those shippers.
Now for other platforms, likeyou mentioned, where you have a
more casual approach, you knowTwitter and TikTok tend to be
more more just, real and rawversus like LinkedIn, and
(35:06):
Instagram are typically morepolished and so, thinking of it
from that lens, you also want tothink about it that no one else
thinks about your content theway you think about your content
, and so when you areoverthinking things and thinking
, oh, I don't know if anybody'sgoing to actually react to it,
who cares, just go for it, postit, see what happens.
You never know what post isgoing to really rise up in the
(35:29):
ranks and really feed thealgorithm, as they say, and be
able to be exposed to morepeople within your own network
and then more people that engagewith that content.
It exposes them, your content,to their network as well, and so
you don't really need tooverthink it.
The fear of perfection, the fearof equipment are both really
two really big fears that a lotof creators face on a regular
(35:52):
basis.
It's never going to go away, soyou might as well just accept
it and just post anyways.
And so having a less corporate,a less formal appeal to your
content is also a strategy aswell, as we've seen with brands
like Think Freight, freightCaviar and Lost Read with the
Please Advise hats.
Those are use cases that youcan create that content in a
(36:13):
more casual environment versussome of the more polished stuff
that you traditionally see onLinkedIn.
There's a lots of ways to skina cat, especially in the content
game, my Please.
Kaylee Nix (36:22):
Advise hat.
The dad version of it has beenordered.
Also, like read, I'm wonderingwhere my hat is.
It's been like eight days.
But that's a great example,right?
Is that read was out at thefuture supply chain handing out
these trucker hats and now he'sgot a full dad hat and it's
expanding the line and it'sexpanding his reach, right?
Who knew that hats could be achannel for you to produce
content with?
Blythe Brumleve (36:44):
And now he has a growing Discord channel that
that Discord channel is amazingto be a part of because you can
get that firsthand experiencewith that firsthand insight from
people from a variety of roleswithin the logistics field.
So it's one of those thingswhere, like hats, it sounds kind
of a little kooky on LinkedIn,of course, but on Twitter and
vibes really well, and onDiscord is it's leading to a
(37:05):
platform that I believe hasclose to 400 members now, all
part of the logistics community.
Bill Priestly (37:10):
And for any tips for folks uh, myself included
who's just trying to figure outhow to get started in like a
Twitter or LinkedIn.
Do you think that, uh, it'smore important to stay in terms
of content, or there's anotherstrategy where you're just
putting things out there andhaving your personality?
If you're trying to just getstarted and set yourself apart
or even enter the space, wouldyou recommend that someone has
(37:31):
to go strictly by the facts, oris there a strategy involved
with just posting things thatmay not be always in your
wheelhouse?
Blythe Brumleve (37:38):
I typically follow, not super religiously,
but it's called the KLT method.
So it's knowledge, or it'sknowledge like and trust, and so
the theory is is that 70% ofthe content that you're
publishing should be around theknowledge base of your insight.
Then 10% is focused around thethings that you like, maybe a
sports team or you know, just ahistorical knowledge or
something like that and then thetrust, which is 10%, is really
(38:01):
those vulnerability posts youknow, I lost a big customer or
some content like that.
This is the lessons that Ilearned from it.
So typically, the KLT method iswhat I like to loosely follow
the most.
Bill Priestly (38:12):
Perfect.
Well, I think so much.
Always a pleasure to have youon.
I'm going to try to kick up myTwitter game now as well.
Not as good with the hats,though, but uh, we'll, uh, we'll
, keep you posted.
Blythe Brumleve (38:22):
Heck, yes, do it.
I hope you enjoyed this episodeof Everything is Logistics, a
podcast for the thinkers infreight, telling the stories
behind how your favorite stuffand people get from point A to B
.
Subscribe to the show, sign upfor our newsletter and follow
our socials over ateverythingislogisticscom.
(38:42):
And in addition to the podcast,I also wanted to let y'all know
about another company I operate, and that's digital dispatch,
where we help you build a betterwebsite.
Now, a lot of the times, wehand this task of building a new
website or refreshing a currentone off to a co-worker's child,
a neighbor down the street or astranger around the world,
where you probably spend moretime explaining the freight
(39:04):
industry than it takes toactually build the dang website.
Well, that doesn't happen atdigital dispatch.
We've been building onlinesince 2009, but we're also early
adopters of AI automation andother website tactics that help
your company to be a centralplace to pull in all of your
social media posts, recruit newemployees and give potential
(39:25):
customers a glimpse into how youoperate your business.
Our new website builds start aslow as $1,500, along with
ongoing website management,maintenance and updates starting
at $90 a month, plus some bonusfreight marketing and sales
content similar to what you hearon the podcast.
You can watch a quick explainervideo over on digitaldispatchio
(39:46):
.
Just check out the pricing pageonce you arrive and you can see
how we can build your digitalecosystem on a strong foundation
.
Until then, I hope you enjoyedthis episode.
I'll see you all real soon andgo Jags.
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