Episode Transcript
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Intro (00:01):
Do you live in a world filled with corporate data? Are
you plagued by siloedapartments? Are your lackluster
growth strategies demolishingyour chances for success? Are
you held captive by the evilmenace, lord lack, lack of time,
lack of strategy, and lack ofthe most important and powerful
(00:22):
tool in your superhero toolbelt? Knowledge.
Never fear hub heroes. Get readyto don your cape and mask, move
into action, and become the hubhero your organization needs.
Tune in each week to join theleague of extraordinary inbound
heroes as we help you educate,empower, and execute. Of heroes,
(00:47):
it's time to unite and activateyour powers.
Liz Moorehead (00:52):
Good morning, everyone.
Max Cohen (00:54):
Good morning. You
Liz Moorehead (00:55):
know what I love? Let me hop on, and I just see
Max with his head and his handslook like king looking like he's
pondering the inevitable heatdeath of the universe. Yeah. How
you doing, buddy?
Max Cohen (01:05):
My eyes are being burned alive from all these
screens that I'm looking atright now. That's what's
happening.
Chad Hohn (01:11):
Dark mode, brother. Come on.
Max Cohen (01:12):
Dark mode. Everything is in dark mode. Trust me.
George B. Thomas (01:16):
Don't you have
Max Cohen (01:16):
those glasses? Dark mode, and I'm just kidding. Oh,
I do.
George B. Thomas (01:19):
Old BLGs. Glasses. You could be looking
all cool
Liz Moorehead (01:24):
with those glasses. Oh, boy. He's gonna
look so smart. Hold on. Let'ssee what we got.
Let's see what we got.
Chad Hohn (01:28):
Everything will be normal. Speaking of which Yeah.
I'm supposed to wear glasses,apparently. I didn't realize
that. I, like, haven't had,like, a vision insurance in a
hundred years, so I finally wentto go get, like, my eyeballs
checked.
Yeah. And I got, like,astigmatism.
George B. Thomas (01:42):
Oh, I have that too, which is crazy. Yeah.
Strobing with lights.
Chad Hohn (01:46):
Yeah. Well, it's like the halo around it, like, at
night. Yeah. You get the, youknow, little stringers and all
that good stuff. Yeah.
Liz Moorehead (01:53):
Did you know that wasn't normal?
George B. Thomas (01:54):
That's not normal. Yeah. So did they give
you the yellow stuff? Like, it'sin your eye? Maybe that's
glaucoma.
Maybe that's somethingdifferent.
Chad Hohn (02:01):
Yeah. I don't have that.
Liz Moorehead (02:02):
That's called coma tester. Yeah. I have
glasses too that I wear. I onlywear them when I'm driving.
They're pink.
George B. Thomas (02:10):
Nice. Nice.
Liz Moorehead (02:12):
It's a lot
Max Cohen (02:13):
of emotion.
Liz Moorehead (02:14):
Wow. Max.
Chad Hohn (02:14):
Max is great.
Liz Moorehead (02:15):
Go to the shooting range.
George B. Thomas (02:16):
Holy
Max Cohen (02:17):
No. He's my gunman. You go. My gunman.
Chad Hohn (02:20):
Well, gunners, yeah, they're they're great computer
glasses. I actually kinda wantsome.
Max Cohen (02:24):
Oh,
George B. Thomas (02:25):
boy. Very nice.
Liz Moorehead (02:26):
I know. I don't want this. Well, gentlemen, we
have gathered here today
Chad Hohn (02:30):
Yeah.
Liz Moorehead (02:30):
To talk about Yes. Kind of my favorite Life,
but also content. But content
George B. Thomas (02:36):
That was prince. That by the way, that
was prince lyric.
Liz Moorehead (02:38):
Content is life. Oh, yeah. Let's go crazy.
George B. Thomas (02:41):
Yeah. Let's go nuts. Okay. Let's go nuts with
content. Go ahead, Liz.
Sorry.
Liz Moorehead (02:45):
We are. We nerded out with Chad last week, and
this week we're nerding out withLiz. So I've brought to the
table a very specific, easytopic for us to talk about, and
that's content in the age of AI.We have talked around yeah. I
know, Max.
Calm down.
Max Cohen (03:03):
You're saying it's getting rough out there. It's
getting rough out there.
George B. Thomas (03:06):
Yeah. Yeah. And
Liz Moorehead (03:08):
for this audience in particular, I think it is
critical that we talked aboutit. Like, so we've talked about
content in the context of thenew HubSpot content hub, some of
the tools, but it has been avery long time, years even since
we've circled back to contentjust as a strategic mechanism
for inbound practitioners.Because back in the day, content
(03:31):
was the engine, right? We hadblog posts, and pillar pages,
and lead magnets, and SEO, andit all used to work if you were
creating helpful human content.If you knew the questions your
buyers were asking and you werecreating helpful human content,
you would see that cute littlehockey stick growth.
Now One is panicking and notnecessarily for unfounded
(03:56):
reasons. We're all seeingorganic traffic starting to
train tank. Everybody hasconflicting opinions about how
and when you use AI. I amliterally bleeding from my
eyeballs the way Max is thismorning every time I read, quote
unquote, human content thatlooks like it was written by a
robot learning to love. So we'retalking about, g, and what it
(04:20):
should look like today.
Because we are in an industrywhere one shift in the wind and
people are like, blogging isdead. SEO is dead. The Internet
is dead. Like, every we are soquick to call things dead.
George B. Thomas (04:34):
Can you imagine? I
Liz Moorehead (04:37):
know.
George B. Thomas (04:37):
If the internet was dead.
Liz Moorehead (04:40):
Oh my. Go with something less dramatic. Every
year there's a hit piece abouthow SEO is dead. I'm like, okay,
so you're telling me that we allcollectively woke up and decided
we don't wanna search for thingson our little computer boxes and
our phones anymore. No.
Just changed how we do it.
George B. Thomas (04:57):
Yep.
Liz Moorehead (04:57):
So that's what we're talking about today. Yes.
AI is forcing a lot of changes.AI is creating a lot of downward
trending in a lot of ourmetrics. And so is content dead?
I don't know. George, I want tostart with you. I know. Spoiler
(05:18):
alert. But I'm curious, George.
I wanna start with you andobviously Max and Chad chime in
afterward. In your opinion, doescontent still matter? With AI
dominating search and trafficacross the board, is content
still worth investing in?
George B. Thomas (05:35):
Well, yeah, I think content is definitely
worth investing in. Content isstill the fuel. It just so
happens that it's the fuel forhumans, or Oh, hang on, hang on.
Four. Thank you.
We go. Right out the gate, bythe way. It's also the fuel for
AI, because that's the thing.Need to figure out, yeah, this
(05:57):
number's going down, but are youpaying attention to these
numbers that never existed oractually going up? Meaning, you
looking at your HubSpot sourcesfor Perplexity, ChatGPT, Gemini,
all of these things.
Because when I say it's thefuel, content is the fuel for
AI, large language models,they're going to quote, they're
(06:17):
going to cite, they're going tolearn from these authoritative
pages, these authoritativewebsites, hopefully your
website. And at the end of theday, if your brand is not
publishing, it's invisible toany of those possible answers
that could be happening. Here'sthe other thing. I want people
to realize, I believe we'regoing into a world where it's
(06:39):
less about traffic and moreabout impact with the content.
And what I mean by that is,we've always had this kind of,
or many, not we, but many, havehad this singularity mindset of
like, I'm creating content forSEO.
And for a long time, I've hadthis thing where I've talked
(07:01):
about this narrative like SEOand sales and social, and it was
like the three pronged approach.However, I just got done
finishing creating a piece. It'snot live to the world yet, but I
created a piece of content thatit's literally the five S
content framework where I talkabout sales, I talk about SEO, I
(07:23):
talk about surfaced by the way,surfaced as AI, social, and then
supporters. Because here's theother thing is while your
traffic might be down, look atyour referrals. Is your
referrals up from the trust?
Is your AI up from the actualsites in the quotes? And so
like, it's not as if it's gone,but is it just raced? It's
(07:47):
through the math of the replacedcombined with the traffic to see
where you're at. Anyway, at theend of the day, Liz, does
content still matter in 2025?Yes, you have to have your own
assets.
You have to be your own thoughtleader. You have to be able to
get content to go to your emaillist, to your communities, to
(08:09):
put into your gated resources.All of this is still strong when
you're trying to attract, whenyou're trying to retain, when
you're trying to build trust andreciprocity, content is still
the engine and still important.
Liz Moorehead (08:23):
You know, the other thing I have to chime in
here with is that when we havethe conversation about content,
we have this habit of onlyfocusing on one part of the
flywheel or the funnel, Right.We are obsessed because it's I
think it's the vast majority ofthe content that people create.
It's also where we see theuptick in organic search
(08:45):
traffic. But some of the mostimpactful to your point,
impactful content that we createis closer to the bottom of the
funnel.
George B. Thomas (08:52):
Yeah.
Liz Moorehead (08:53):
Now, George, I wanna take you and I back to a
conversation we had at the veryend of last week with one of our
clients.
George B. Thomas (08:58):
Yep.
Liz Moorehead (08:59):
Where we showed them sales emails that were
going to be going to prospects
George B. Thomas (09:04):
Yeah.
Liz Moorehead (09:04):
That included videos that were about content
topics like what is the ROI ofx? What is the benefits of y?
How do you solve this particularproblem? And then it also links
to content we have published.Then there are case studies.
Then there are any of thosedecision making and sales
(09:25):
enablement pieces are equitablerevenue driving parts of your
content strategy.
George B. Thomas (09:31):
Yeah.
Liz Moorehead (09:32):
And the idea that just because we have to rethink
how we're getting found, that wehave to rethink how we measure
success of content, we areforgetting an entire part of the
funnel or the flywheel that isnot dependent on search. Yeah.
In order for people to get toit.
George B. Thomas (09:49):
It's funny, Liz, I'll shut up here in a
minute so Chad and Max can throwin their But when you said the
words so focused on gettingfound, something in the back of
my cranium jumped up and waslike, but they should be focused
on staying relevant. And there'scontent that keeps you relevant.
Like, you're at least in theconversation. But, anyway Max,
(10:11):
it's that.
Max Cohen (10:12):
I think, you know, it's not like is it's like when
we say does content matteranymore, I I think that was the
original question or somethingalong those lines.
Liz Moorehead (10:21):
Mhmm. Does content matter?
Max Cohen (10:22):
Is like content is the only thing that matters on
the Internet. Content's the onlything that's on the Internet.
Right? Like, we go to theInternet to consume content
through the Internet. Like, thatis a it's it's a fundamental
fact.
Just like lungs breathe air,humans breathe content on the
Internet. Right? Like, there'sno there's no way around that. I
think it's more of a question ofhow do we how do we trust the
(10:46):
content? How do we appreciatethe content?
How are their jobs formed aroundcreating the content? How is the
of, like, are we rocketingtowards dead Internet theory?
Like we said, the Internet wasdead, but, like, dead Internet
theory, I think, is quicklybecoming a thing where it's just
a bunch of bots talking to eachother. And then soon enough,
we're gonna be in a world whereit's also bots just creating the
(11:07):
content. We're just kindasitting on the sides like,
what's the human's, like Yeah.
Point in all of this?
Chad Hohn (11:11):
Which ones are the real ones?
Max Cohen (11:13):
Yeah. Exactly. Like, it's getting really, really
freaky. You know, I just it'sjust like the other night, you
know, I heard, like, StephenColbert show got canceled.
Right?
And this morning, I I open upTikTok, and the first thing I
hear is just like some audiothat sounds just like Stephen
(11:36):
Colbert kind of like doing thiswhole, you know, confirming what
a lot of conspiracy theoristsmight be thinking of or like
whatever side you're on. And youcould just tell it was AI, but
it was just good enough wheresomeone who's not so internet
brained wouldn't understand it.And it's like, this is really
(11:59):
scary. Right? And again, it'sjust like the content's just
getting created by itself, bythe bots out there talking to
other bots.
And it's like, we're just kindof like starting to just watch
it. And it's really, really,really freaky. I don't know.
Chad Hohn (12:17):
It's like the A. I. Is prompting the A. I. Right?
Yeah. At this point. Right.They're like all in their own
cyclical A. I.
Brain box.
Max Cohen (12:25):
Yeah, I love it. Yeah, it is. But like and I
think And I wonder, I hadthought for a while, was like,
there's gonna be a premiumplaced on human created content,
right? But I don't even know ifthat's gonna happen. You'll get
I think AI content is gonna getso good that like, you know,
(12:46):
people are gonna be like, oh,this content is good because
it's actually just created byhumans.
It's like, no, it's not. WellAnd so I think you're gonna find
this weird battle between humancreated content, AI assisted,
thoughtful human createdcontent, and then just AI slop.
Right? And I think there's justso much AI slop today that it's
like, I I would hope people cansee it and and and be able to
(13:13):
recognize it, but it is rapidlybecoming completely
unrecognizable, you know, whichis freaks me out.
Liz Moorehead (13:21):
I think the thing we also need to keep in mind
though is that there there isthe kind of b to c content
that's out there Yeah. Stuff onTikTok, things like that where
and to be fair, the AI slopissue is it it's universal. It
does you know, it's it'severywhere. But when I think
about what I see working withsome of my clients right now is
(13:46):
actually people are starting tocome to them more because they
are human. Like I have aparticular client
Chad Hohn (13:53):
of distinguishable.
Liz Moorehead (13:55):
Yep. Well, it's still distinguishable, but the
other thing too is that itreminds me of an old friend of
mine named Natalie Frank who isa I think she's the chief
evangelist at Flodesk, which isan incredible email platform.
But she talked about what shestarted out as a photographer.
And when iPhones came out, itwas horrible. It was a
(14:18):
bloodbath.
Every premium photographer outthere was absolutely petrified
that now everybody had a camerain their pocket, it would dilute
the market. And it did. A lot ofpeople turned off. A lot of
people ended up pursuing otheropportunities. But she said what
(14:38):
we saw is the reality is thepeople who ended up leaving the
industry as a result of iPhonesin their pockets weren't
actually craftsmen withphotography to begin with.
And the people who actually werestill dedicated to the craft,
who adapted to new digitalstrategies, ended up being able
to charge more of a premium. AndI'm seeing that with myself now.
I'm I'm definitely yet. Do Ihave some AI assistants poking
(15:00):
around at some of my parts of myprocess? Absolutely.
Of course. That's still a human
Max Cohen (15:04):
versus Yeah.
Liz Moorehead (15:07):
We started to dig into this a little bit but I'm
going to throw this question outto the group. So what has
actually changed about contentstrategy, right? Because I wanna
pull us back to something thatis native to our audience,
right? Like our B2B marketersjust trying to make it out
there, man. We're just, we'retrying like we're not the Coca
Colas, we're
George B. Thomas (15:27):
not
Liz Moorehead (15:27):
the Duolingos. Although I guess we're not
really trying to be Duolingoanymore. What has actually
changed in content strategy?
George B. Thomas (15:37):
I don't know if I wanna go first. Chad or
Chad or Max, what are what areyour thought? I mean, I have
thoughts, but I don't know if Iwanna go first.
Max Cohen (15:46):
I think the way you evaluate how your competitors
are leveraging it is a new thingthat you need to do that wasn't
in the inbound handbook when Igot into all of this. Right?
Because you might have somedirect competitors that are
(16:08):
absolutely shredding it with,you know, maybe some good AI
content. Maybe they are goingfull bore on, like, some AI slop
and it's working, like,depending on how how well your
audience reacts to that kind ofstuff. Right?
But, like, it may be a situationwhere you're kind of like forced
(16:29):
into that arena. Right? Or, youknow, you take a much more
careful approach to get yourcontent to stand out from
whatever it is that they'redoing. Right? But it's like,
it's a new thing you have tokind of build into the
calculation, right?
Like, it's no longer like, oh,none of my competitors are
making content about this stuff.So I'm the first one to the
(16:54):
show, right? It's gonna be likeno longer is your competitor
isn't doing nothing. Thebaseline is your competitor is
doing AI slop and you need to dobetter than that, right? But
like sometimes the AI slop gets,you know, it gets motion, it
gets traffic.
(17:15):
Love think you're starting at adifferent baseline that
Liz Moorehead (17:18):
you have Yeah. To The only thing I wanna say
before you go on is because youbrought up something there where
you're talking about watchingcompetitors. I agree with that,
but I think that's notnecessarily new. I think we can
all agree. We kind of always hada keeping up with the Joneses
peeking over the side of thefence.
Max Cohen (17:32):
I'm not gonna watch your competitors. No. I'm just
saying you're looking for themto do a different thing that you
have to contend with.
Liz Moorehead (17:37):
Yeah. But there's always gonna be that weird thing
that we need to remember. Right?We can only see from the outside
in. And how many times have weeither looked at companies and
thought, man, they had this allfigured out.
And the minute you get inside,you're like, oh god.
Everything's on fire. Yeah. It'syou always have to be really
careful about the surface leveloptics of, you see them doing
this thing and everybody's evenmore scared than ever about
(18:00):
falling behind. But that isreactive nonstrategic motion.
George B. Thomas (18:06):
Yeah. Mhmm.
Chad Hohn (18:07):
I think kinda like where one of those places that
my brain starts to go is isactually in like the it's almost
like a chicken and the eggscenario, because we're talking
about how, like, what's changed.Right? And well, if, you know,
you got Gemini at the top ofyour Google search results,
that's given you AI summaries tojust answer questions. Like if
(18:30):
it's phrased in the form of aquestion, typically that's all
you need. But that Gemini islooking for pages with like
authority, with search engineauthority.
Right? And does it include itsown traffic in that search
engine authority? For example,like, you know, like, I guess
(18:56):
where I'm getting at is, like,if you make content, but you're,
like, new to the game, curiousif you have to actually get some
humans to, you know, tread overyour page or if the fact that
it's relevant and and usefulcompared to other preexisting
sources will bump up your searchengine authority even though
(19:18):
it's like Gemini's scooting allover that thing, or if it's, you
know, ChatGPT scooting over thatthing or whatever with some of
their tools these days. So I I'mjust I don't know. I'm kinda
like thinking about that chickenand the egg scenario and
wondering what because, like,you know, content isn't my
first, skill set here on the oldHub Heroes podcast.
(19:41):
I'm here more as like anaudience member in this
particular topic.
George B. Thomas (19:45):
So, yeah. So I can give you a chicken or the
egg scenario, which totally blewmy mind. So let me dive into
that real quick, then I'll talkabout where my brain goes as far
as changed and unchanged to getback to Liz's original question.
But Chad, when I launched thesuperhuman framework onto the
(20:05):
planet, right? The fourcornerstones, purpose, passion,
persistence, love, the 10 Hpillars.
I'm not going to list them all.When I started creating content
around that, and then all of asudden it started showing up in
AI results when doing deepresearch and asking people to
actually, Hey, can you ask aboutthis? And then all of a sudden
(20:28):
it started showing up on theirchatty PT, their perplexity,
their places. I was like, Wait,there's something to this. You
can create something of valueand it can be surfaced
potentially quicker than it canbe searched or found in search.
Because by the way, Google istrying to take care of the
entire internet. So we all know,like going into your Google
(20:51):
search console and asking for apage to be re indexed and the
amount of time that that mighttake and like all of the things
that you manually have to do topay attention or get them to pay
attention to your ever evolvingand changing SEO efforts versus
to create something that's dopeat a different angle and all of
a sudden it's being surfaced inAI. Hence why I used the term
(21:13):
surfaced when I actually did the5S content framework. So here's
the thing, I think you cancreate the chicken without the
egg, which is a really weirdthing to think about because now
it's there, it exists, it's inthe world, right? You had to
birth it as the human, but it'sthere.
When I think about what'schanged, Liz, to get back to
(21:36):
your original question, I thinkAI answer engines and zero click
have absolutely shrunk the topof the funnel. We kind of talked
about that at the beginning. Thetop of the funnel is just
shrinking. The mindset of blogevery day, this idea of quantity
over quality, I think has goneaway. This high volume blogging.
(21:58):
Now I think it's about depth andoriginality. By the way,
superhuman framework, superoriginal. It was a thing that
was And you can do this, by theway. The other thing, when I did
a Tron Legacy, marketing TronLegacy or Tron Legacy article,
the thing was all of suddenthere because, again, it was
in-depth. It was a pillar pagepiece of content and it was
(22:20):
original from the mindset oflike where it was coming from.
And here's what I think also haschanged. Generative AI helps us
draft real quick. It helps us beable to build strategies for
clusters of content. But if youthink about HubSpot again for a
hot second, because this isliterally for HubSpot users,
something like content remixallows you to repurpose or what
(22:41):
I like to call content confettireal easy. Right?
So, you have this thing whereyou should be spending more time
creating something of more depththan originality, but you have
the tools to get you to thatdepth than originality faster
and remix the content afteryou've actually built the thing.
So that's some things that havechanged. What hasn't changed?
(23:02):
The word trust, as much as weoveruse it, is still important.
Humans gaining insight from thething that they're reading or
watching is still important.
Google's eat is still importantfor, you know, like, it's just
important. Understanding thebuyer and what drives the buyer
(23:23):
is still important. Intent,structure, links, like semantic
markup, it all still matters. Iwould even throw the word out
here. If you're not payingattention historically to
schema, schema matters.
I'm gonna get real nerdy, likefor AI FAQ schema, like things
(23:44):
like that, that you're payingattention to. But strategy still
matters tactics like content.And again, I'm not trying to be
a homer of they ask you answer.I'm not saying that I'll forever
love Marcus Sheridan because wehad this like magic moment in
time. I probably will becausehe's just a good human.
(24:06):
But like, it must be mapped tothe buyer's pain points and
their business goals. That,those things haven't changed. I
don't think they'll ever change.If you just focus on like trust
in human insights and bestpractices of structuring and
paying attention to the humansthat you're actually serving and
(24:28):
the goals that they're trying toachieve at, then it doesn't
matter if it's SEO, if it'ssocial, if it's surface, if it's
any of the five S's that I liketo talk about.
Liz Moorehead (24:39):
I love that. It also makes it reminded me of
something. When we think aboutwhat people are running into on
their new SERPs, right? So oursearch engine results pages, I
was having a conversation thispast weekend with some other
marketers and we were talkingabout the fact that like, dude,
that AI preview panel isgarbage. It's usually wrong.
(25:00):
It gives you factuallyinaccurate data. And somebody
said to me, yeah, it feels veryold school. I actually now don't
trust anything on page one. I'monly taking a look at stuff
that's on page two or three.Like the tech companies have
been in this arms race to AI ifI everything to the point where
people are like, yeah, so I'mnot gonna trust any of this and
(25:20):
I'm gonna do more due diligenceto make sure that what I'm
getting is accurate.
Even in their little chat TBTboxes. Literally yesterday, I
was like, what year is it? It'slike 2023. Whoopsie. Whoopsie.
You know,
George B. Thomas (25:37):
it's just
Liz Moorehead (25:37):
little things like that. So what mistakes are
people making right now becausethey're trying to apply old
content rules to this new AIshaped ecosystem we're living
in. I will just pick onsomebody. Maximus.
Max Cohen (25:51):
Wait. What's the the mythic Sorry.
George B. Thomas (25:54):
Common mistakes.
Liz Moorehead (25:56):
Noah, cut this part out.
Max Cohen (25:57):
What are the common mistakes?
Liz Moorehead (25:59):
What are the mistakes people are making right
now because they're trying toapply old content rules to a new
AI shaped ecosystem?
Max Cohen (26:09):
Well, I mean, the old again, I think the old content
rules are blog, blog, blog, SEO,SEO, SEO. Right? And so, like,
you know, if you're if if ifyou're if you're the folks that,
you know, made the mistake ofnot creating the content because
it was it was too hard. And nowyou're like, oops. I got the
easy button.
(26:30):
Right? And you're just literallyjust firing off the stuff just
to check a box to say to yourboss, oh, see, we've got blog
posts now. Right? I think that'sthat's probably a big mistake.
Right?
Because chances are you'regenerating some trash and not
really paying attention to whatyou're putting out there. Right?
And and in terms of, like, the Imean, it depends on, like, how
far back we're calling, like,the old rules. It's think
(26:55):
creating this stuff, like evenwe think of like the old rules
of like, what was working withthe AI videos, right? You know,
it was a lot of these, like,sort of, like, list video.
Like, I was thinking the kind ofequivalent today that we see
with with, like, short formvideo is the you remember how,
(27:17):
like, everything when inboundreally took off, everything
became, like, a 10 things youneed to know, like, about x
Listicles. Like format. Right?Listicles. Right?
I think the equivalent of thattoday is the short term video
you hear with, like, the AIvoice over that's, like, so
recognizable. Like Mhmm. These10 alpha male influencers do ba
(27:39):
ba ba ba ba. Right? And thenthey just like it it it's just
it's just clearly just likenonsense.
Right? But I think enough peoplesee this stuff and that's like
their first sort of exposure tolike what AI video is. And then
there's 38 different like toolsout there that build this stuff
(28:01):
for people with like a singleclick. And I think it's probably
pretty tempting for marketers tokind of, like, go down that path
because they've been told bysomebody that they need to
embrace AI and use AI in theirmarketing by their higher ups
when they don't even really knowwhat that means to do in a
thoughtful, creative, orintentional direction. Right?
(28:23):
So I think, again, like, justlike we had tons of marketers
go, oh, I know I gotta writeblog posts and everyone's doing
listicles. I gotta do that. Ithink that would probably be,
like, a very similar kind of2025 mistake in that all you do
is just, like, kinda what you'reseeing everyone else do, which
is these very weird voiced overlisticle, like, videos, you
(28:46):
know? Don't do that. Pleasedon't.
That's the slop that we want toavoid.
George B. Thomas (28:50):
Yeah. So I so I think there's a couple of
things I wanna kind of jump inhere and then, Chad, you go with
it where you want, but I'm goingto put my hat on here.
Liz Moorehead (29:03):
Oh yeah.
George B. Thomas (29:03):
One second.
Liz Moorehead (29:05):
Oh yeah.
George B. Thomas (29:07):
I think people are still clinging to vanity
metrics,
Chad Hohn (29:10):
traffic
George B. Thomas (29:12):
and conversions. And I would really
want them to pay attention toinfluence and conversations.
Like, and how do you, how do youmap those? And, and again, I'm
talking very much of likebusiness to business or business
to human like type content. I'mnot talking about the Stephen
Colbert or the like, you know,how did X, Y, Z, your tomato in
(29:35):
your kitchen or whatever, like,whatever.
Like, I'm not talking about thatkind of stuff. I'm talking about
relevant stuff. Clinging tothose vanity metrics and not
being able to like figure outhow it's influencing the actual
pipeline. And when I say that,I'm literally talking about the
process of like selling theproducts and serving the humans.
(29:56):
I, I think too, and I alluded tothis earlier, a common mistake
that's happening is people arenot paying attention to the new
norm or the need for structure,schema, FAQs to give that like
AI visibility.
Some people are like head in thesand, not understanding how do I
actually get things surfaced.And that just needs to be like,
(30:20):
I would tell you, spend ampletime doing research on how to
actually get the content thatyou may already have, even
optimized for that AI. Because,by the way, many of us, or many
of you listening or watchingthis, have been creating content
for years, and maybe it's a nicelittle schema and some FAQs that
(30:41):
needed added to an article thatwas already ranking fine for
search. Now all a sudden, boom,it's getting surfaced in AI. So
like we've talked abouthistorical optimization for SEO,
but how about now historicaloptimization for AI?
Like that literally is a thingthat you should be paying
attention to. And last but notleast is like, and Max alluded
to this, but don't hit the like,here's the first draft, publish.
(31:05):
Like, no, no. Like, you gottafocus on your brand voice. By
the way, if you don't have abrand voice, you have a bland
voice and no human wants to heara bland voice.
So your brand voice, by the way,if you haven't listened to our
data sources conversation andhistorical episodes and you
(31:28):
haven't gotten your brand voiceset up in HubSpot, this is a
nice little juicy way to go fromdefault draft, add a little
humanness, put it in HubSpot,add your brand voice on top of
it. Anyway, process, process,process, process is what people
should be thinking about toactually make this stuff go in
(31:50):
this world of like deeper,richer, more human, but also
then focused where you can useit in these multiple areas, it's
optimized for these multipleareas.
Liz Moorehead (32:01):
You know, I think we also did an episode, George,
just on brand voice and tone.
George B. Thomas (32:05):
Yeah.
Liz Moorehead (32:05):
Like a while back that people should go into the
archives for.
Max Cohen (32:08):
Mhmm.
Liz Moorehead (32:09):
To throw in my 2¢ here, I think the big thing to
keep in mind is that we used torely on like really high level,
even educational, just like, whoare the best this? What is the
top that? Like those listiclethings that Max is talking
about. That's not how you'regoing to differentiate yourself.
(32:30):
I regret to inform all of mybeautiful CEOs and owners and
marketing leaders out there.
You actually have to do thoughtleadership now. Have to have
real opinions out loud. You haveto solve real problems not
imagined ones. You have to stopclutching your secret sauce so
close to your vest that nobodyknows there's even a bottle of
(32:51):
Tabasco under there. Right?
We need to stop hiding fromcontent. Now, the thing is
though, as we've been havingthis conversation, there has
been a nagging thing in the backof my mind where I know there
are some listeners out theregoing, it was already hard
enough to prove the ROI ofcontent when we had the tools,
(33:13):
when AI wasn't stealing all ofour traffic. And now you're
telling us that we have tomeasure it and rethink how we
measure the power of contentthrough nebulous metrics like
influence, right? Like how do weactually measure that?
Chad Hohn (33:30):
Yeah, so that's I a question.
Liz Moorehead (33:32):
I think what gets really tricky about this
conversation is that we don'thave the answers to that. We
don't. We simply do not. Butwhat I can tell you is that if
you have a short sightedorganization that decides you
see your site traffic tanking,you can't outrun AI, so you're
going to divert or cut out allof your content people or any
(33:56):
sort of content initiatives, youare screwing yourself. You are
going to watch revenue go outthe door.
This isn't the time to get ridof content. This is the time to
realize the thing that Georgeand I have been screaming about
for years. Your content actuallyneeds to be helpful and human.
Your content needs to solve realproblems not imagined ones. You
(34:17):
can't phone it in.
You can't just publish garbage.These were things that were true
before now. They were true invivid Technicolor. It's only now
that you're actually seeing theconsequences of those actions.
And it's only gonna get harder.
It's only gonna get morechaffey. So I know we're coming
to the end of our conversation.So I have one more question I
(34:39):
want to ask you guys before Iturn it over to you, George, to
take us home. We've alreadystarted talking about this,
George, and maybe you want tokick off this part of the
conversation for us. How we usetools like AI in our content
without losing voice or dilutingour message.
So you've already been talkingto this a bit, right? I'd love
(35:00):
to get some more specificityaround that.
George B. Thomas (35:03):
Yeah. I think when I sit and think about this
one, for me, it's been a bighelp to do things like outlines,
data research, first passes,rough drafts, right? So you kind
of think about AI as the draftand research assistant, right?
(35:23):
Historically, this might havebeen like a ghostwriter or some
type of like whatever. But Iliterally think that you can
build a process around draftingand researching.
The other thing, and we kind of,again, alluded to this, if you
have given the system, ChatGPT,Claude, Perplexity, HubSpot,
(35:44):
whatever, your styles, yourguides, right? If you've given
it examples of top performingpieces, and you've, you've
aligned it so it can maintainyour tone, now you're using your
human brain for the researchthat you want to gather, for the
outline that you want to create,for the draft that you're going
(36:05):
to build, to then be able togive it into a system that
understands what historicallyhas worked or been working,
which you might have to likekind of remanufacture that as
you kind of move forward,because different things are
going to work over differenttimeframes. But now you're going
to have these kind of humanpowered storytelling based.
(36:27):
You're going to give youropinions. You're going to have
your personality.
By the way, you're always goingto fact check anything that
you've started with an AI draft.And then I think there's this
level of, after you get to thatpoint, you can then start to
personalize it, or kind ofrefresh it, kind of over time.
(36:48):
Because this is a problem thatwas happening when people were
creating normal content. I thinkit'll still happen when they're
having AI system in the contentthey're creating, is like, it
shouldn't be one and done anddead. We create it, we publish
it, we forget about it.
No. Like, one, you should createit, you should publish it, and
then you should probably reupdate it over time or at least
(37:11):
promote it more than just onceanyway. That's that's what I'll
say there. I I I'm sureeverybody else has some other
thoughts where they can say AImight help in in the creation of
it.
Max Cohen (37:23):
Yeah. I mean, I I'd say use it for this stuff that's
like traditionally difficultwhen you don't have like a lot
of resources. Right? So like,you know, for example, if you're
making a video, like you can youcan create some pretty easy b
roll. Right?
Like, instead of having to go,like, buy it from somewhere. Oh,
yeah.
Chad Hohn (37:42):
Right? You can Oh, man.
Max Cohen (37:43):
You can, you know, it's same
Chad Hohn (37:45):
way. All them.
Max Cohen (37:46):
Yeah. Right. Yeah. Those guys are screwed.
George B. Thomas (37:49):
Like, I don't
Max Cohen (37:49):
know what So I don't know why. Like, they're toast.
Like, I don't know how theirbusiness is gonna, you know,
continue to stay. I mean,they're probably gonna create
their content through AI andhopefully just create on people
that don't know how to go tochat GBT and do another. Yeah.
I mean but I'd say also, like,use it for the stuff that's,
like, uniquely hard to you,like, to you. Right? Like, it's
(38:11):
it's again, if you're a badwriter, kinda like George said,
you know, no harm in throwingtogether an outline using AI. So
you at least have a startingpoint. Right?
Or, you know, if you're it'sdifficult for you to articulate
things in certain ways. Right?Like, it's it's really easy to
kind of give it a first pass andthen, you know, have AI say, oh,
(38:32):
this is a better way you couldrewrite it or something along
those lines. Right? And have ithave it assist your original
thoughts.
Right? I think is the one of thebest ways you could use it. But,
you know, the other thing toois, like, sometimes inspiration
is really difficult to come by.Yeah. Right?
And I think it's totally okayto, like, go to AI and be like,
(38:53):
I don't really know what Ishould make a video about or
write an article about or do x yz about. Can you give me some
ideas? And maybe it doesn't giveyou the ideas, but it mixes up
your brain enough to have thatoriginal idea. Right? Once you
kinda started thinking aboutsome of these other things.
Right? Like, oftentimes whenI've done that with AI, I end up
(39:15):
thinking of something that isnot what it suggested, but if my
brain hadn't, like, startedgoing, oh, yeah. Think of that.
Oh, think of that. Oh, think ofthat.
Or, you know, it it was able tokind of, like, look at a
suggestion and then kinda comeup with a totally different one
on my own. And it was just the,you know, the right amount of
brain massaging I needed to havethat, you know, next sort of,
(39:36):
like, unique idea. Mhmm.
Liz Moorehead (39:37):
It was worth
Chad Hohn (39:37):
it.
Max Cohen (39:38):
Yeah. Right? So, you know, don't don't let it take
you and your creativity and youroriginality out of the process
and just do it for you becausethen why are you even doing it
in the first place?
Chad Hohn (39:49):
Yeah. Was like the ultimate the ultimate writer's
unblocker, you know, in a way. Imean, not really for me, a lot
of ways, especially when I'mhaving a hard time coming up
with, like, exactly what to door where to go with certain
things. But
George B. Thomas (40:02):
Yeah. Yeah. I mean, many times, I'll be
watching, like, a sermon or a TVshow and somebody will say
something, and I'll pull up myChatGPT or my claud and be like,
hey, if I was to write anarticle about this, but from the
direction of that, the thingthat I just heard, by the way,
what would that look like? Andthen you go on a whole dope
(40:23):
fricking journey where you'reunlocking the thoughts of your
brain to get to a point whereyou eventually create something
that is so different and uniquebecause it came from different
vectors or verticals.
Liz Moorehead (40:34):
I've gone into some of my tips and tricks and
other podcasts that we've doneon this topic, but I'm gonna
keep mine super short. And thisis for my content creators out
there. The content creators whoare still feeling friction
around bringing AI into yourprocess because you feel like it
is corrupting what it is thatyou're doing. At some point, you
(40:55):
are either an artist whounderstands that it's okay to
embrace new tools and do thingslike George and Max are talking
about, where you take a look atreally cumbersome parts of your
process. For example, I dohundreds and hundreds and
hundreds and hundreds andhundreds of hours of
interviewing.
Chad Hohn (41:09):
How many?
George B. Thomas (41:10):
Sometimes hundreds
Liz Moorehead (41:10):
and hundreds. Hundreds and and hundreds.
Sometimes I need my pouch outGBT to be like, it's on page
seven where Rob said to do thisthing, you beautiful ding dong.
Right? Like, we're pulling outbig themes.
I'm still the writer. I'm stillthe thing doing the thing. At
some point, you're either anartist who is willing to pick up
new tools, new paintbrushes, oryou're a masochist clinging to
(41:32):
your craft, and you're gonnadrown. That's fundamentally what
we're talking about here.
Chad Hohn (41:37):
Customization in your chat, GPT, to call you a
beautiful ding dong.
Liz Moorehead (41:41):
Yes. It's actually I'm not even kidding.
I'll share it. It's called dingdong bot where it's like, I ask
it to do dumb things where Ican't it's programmed to find
stuff I can't find because Ihave so much dense conversations
with so many people that I get,like, a little lost. So, George,
help us land this beautifulcontent plane.
(42:02):
What is the between one andseventy five things you would
like folks to leave today'sconversation with?
George B. Thomas (42:07):
No, one thing. Stop creating single use
content. By the way, Liz, I'mproud of you because I remember
back in the back back days whereI was bringing up using AI and
to see
Liz Moorehead (42:19):
where I was very angry.
George B. Thomas (42:21):
See where you're at with it now brings my
heart great joy. But my onetakeaway is stop creating single
use content. You have to buildan ecosystem where every piece
that you're creating sells,ranks, surfaces in AI gets
spread on social and turnscustomers into supporters. Like,
that's just the world that we'reliving in now. So think about
(42:44):
those things.
Listen, we live in an AI noisyworld. It's just a true fact.
You know, we've called it acouple different names during
this episode, but ladies andgentlemen, I'm here to tell you
that purpose driven,multitasking content is the edge
that will compound the resultsthat your organization needs.
(43:07):
Okay, hub heroes. We've reachedthe end of another episode.
Will Lord Lack continue to loomover the community or will we be
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(43:27):
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(43:49):
and let us know what strategyconversation you'd like to
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Do you live in a world filled with corporate data? Are
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you held captive by the evilmenace, lord lack, lack of time,
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(00:22):
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(00:47):
it's time to unite and activateyour powers.
Liz Moorehead (00:52):
Good morning, everyone.
Max Cohen (00:54):
Good morning. You
Liz Moorehead (00:55):
know what I love? Let me hop on, and I just see
Max with his head and his handslook like king looking like he's
pondering the inevitable heatdeath of the universe. Yeah. How
you doing, buddy?
Max Cohen (01:05):
My eyes are being burned alive from all these
screens that I'm looking atright now. That's what's
happening.
Chad Hohn (01:11):
Dark mode, brother. Come on.
Max Cohen (01:12):
Dark mode. Everything is in dark mode. Trust me.
George B. Thomas (01:16):
Don't you have
Max Cohen (01:16):
those glasses? Dark mode, and I'm just kidding. Oh,
I do.
George B. Thomas (01:19):
Old BLGs. Glasses. You could be looking
all cool
Liz Moorehead (01:24):
with those glasses. Oh, boy. He's gonna
look so smart. Hold on. Let'ssee what we got.
Let's see what we got.
Chad Hohn (01:28):
Everything will be normal. Speaking of which Yeah.
I'm supposed to wear glasses,apparently. I didn't realize
that. I, like, haven't had,like, a vision insurance in a
hundred years, so I finally wentto go get, like, my eyeballs
checked.
Yeah. And I got, like,astigmatism.
George B. Thomas (01:42):
Oh, I have that too, which is crazy. Yeah.
Strobing with lights.
Chad Hohn (01:46):
Yeah. Well, it's like the halo around it, like, at
night. Yeah. You get the, youknow, little stringers and all
that good stuff. Yeah.
Liz Moorehead (01:53):
Did you know that wasn't normal?
George B. Thomas (01:54):
That's not normal. Yeah. So did they give
you the yellow stuff? Like, it'sin your eye? Maybe that's
glaucoma.
Maybe that's somethingdifferent.
Chad Hohn (02:01):
Yeah. I don't have that.
Liz Moorehead (02:02):
That's called coma tester. Yeah. I have
glasses too that I wear. I onlywear them when I'm driving.
They're pink.
George B. Thomas (02:10):
Nice. Nice.
Liz Moorehead (02:12):
It's a lot
Max Cohen (02:13):
of emotion.
Liz Moorehead (02:14):
Wow. Max.
Chad Hohn (02:14):
Max is great.
Liz Moorehead (02:15):
Go to the shooting range.
George B. Thomas (02:16):
Holy
Max Cohen (02:17):
No. He's my gunman. You go. My gunman.
Chad Hohn (02:20):
Well, gunners, yeah, they're they're great computer
glasses. I actually kinda wantsome.
Max Cohen (02:24):
Oh,
George B. Thomas (02:25):
boy. Very nice.
Liz Moorehead (02:26):
I know. I don't want this. Well, gentlemen, we
have gathered here today
Chad Hohn (02:30):
Yeah.
Liz Moorehead (02:30):
To talk about Yes. Kind of my favorite Life,
but also content. But content
George B. Thomas (02:36):
That was prince. That by the way, that
was prince lyric.
Liz Moorehead (02:38):
Content is life. Oh, yeah. Let's go crazy.
George B. Thomas (02:41):
Yeah. Let's go nuts. Okay. Let's go nuts with
content. Go ahead, Liz.
Sorry.
Liz Moorehead (02:45):
We are. We nerded out with Chad last week, and
this week we're nerding out withLiz. So I've brought to the
table a very specific, easytopic for us to talk about, and
that's content in the age of AI.We have talked around yeah. I
know, Max.
Calm down.
Max Cohen (03:03):
You're saying it's getting rough out there. It's
getting rough out there.
George B. Thomas (03:06):
Yeah. Yeah. And
Liz Moorehead (03:08):
for this audience in particular, I think it is
critical that we talked aboutit. Like, so we've talked about
content in the context of thenew HubSpot content hub, some of
the tools, but it has been avery long time, years even since
we've circled back to contentjust as a strategic mechanism
for inbound practitioners.Because back in the day, content
(03:31):
was the engine, right? We hadblog posts, and pillar pages,
and lead magnets, and SEO, andit all used to work if you were
creating helpful human content.If you knew the questions your
buyers were asking and you werecreating helpful human content,
you would see that cute littlehockey stick growth.
Now One is panicking and notnecessarily for unfounded
(03:56):
reasons. We're all seeingorganic traffic starting to
train tank. Everybody hasconflicting opinions about how
and when you use AI. I amliterally bleeding from my
eyeballs the way Max is thismorning every time I read, quote
unquote, human content thatlooks like it was written by a
robot learning to love. So we'retalking about, g, and what it
(04:20):
should look like today.
Because we are in an industrywhere one shift in the wind and
people are like, blogging isdead. SEO is dead. The Internet
is dead. Like, every we are soquick to call things dead.
George B. Thomas (04:34):
Can you imagine? I
Liz Moorehead (04:37):
know.
George B. Thomas (04:37):
If the internet was dead.
Liz Moorehead (04:40):
Oh my. Go with something less dramatic. Every
year there's a hit piece abouthow SEO is dead. I'm like, okay,
so you're telling me that we allcollectively woke up and decided
we don't wanna search for thingson our little computer boxes and
our phones anymore. No.
Just changed how we do it.
George B. Thomas (04:57):
Yep.
Liz Moorehead (04:57):
So that's what we're talking about today. Yes.
AI is forcing a lot of changes.AI is creating a lot of downward
trending in a lot of ourmetrics. And so is content dead?
I don't know. George, I want tostart with you. I know. Spoiler
(05:18):
alert. But I'm curious, George.
I wanna start with you andobviously Max and Chad chime in
afterward. In your opinion, doescontent still matter? With AI
dominating search and trafficacross the board, is content
still worth investing in?
George B. Thomas (05:35):
Well, yeah, I think content is definitely
worth investing in. Content isstill the fuel. It just so
happens that it's the fuel forhumans, or Oh, hang on, hang on.
Four. Thank you.
We go. Right out the gate, bythe way. It's also the fuel for
AI, because that's the thing.Need to figure out, yeah, this
(05:57):
number's going down, but are youpaying attention to these
numbers that never existed oractually going up? Meaning, you
looking at your HubSpot sourcesfor Perplexity, ChatGPT, Gemini,
all of these things.
Because when I say it's thefuel, content is the fuel for
AI, large language models,they're going to quote, they're
(06:17):
going to cite, they're going tolearn from these authoritative
pages, these authoritativewebsites, hopefully your
website. And at the end of theday, if your brand is not
publishing, it's invisible toany of those possible answers
that could be happening. Here'sthe other thing. I want people
to realize, I believe we'regoing into a world where it's
(06:39):
less about traffic and moreabout impact with the content.
And what I mean by that is,we've always had this kind of,
or many, not we, but many, havehad this singularity mindset of
like, I'm creating content forSEO.
And for a long time, I've hadthis thing where I've talked
(07:01):
about this narrative like SEOand sales and social, and it was
like the three pronged approach.However, I just got done
finishing creating a piece. It'snot live to the world yet, but I
created a piece of content thatit's literally the five S
content framework where I talkabout sales, I talk about SEO, I
(07:23):
talk about surfaced by the way,surfaced as AI, social, and then
supporters. Because here's theother thing is while your
traffic might be down, look atyour referrals. Is your
referrals up from the trust?
Is your AI up from the actualsites in the quotes? And so
like, it's not as if it's gone,but is it just raced? It's
(07:47):
through the math of the replacedcombined with the traffic to see
where you're at. Anyway, at theend of the day, Liz, does
content still matter in 2025?Yes, you have to have your own
assets.
You have to be your own thoughtleader. You have to be able to
get content to go to your emaillist, to your communities, to
(08:09):
put into your gated resources.All of this is still strong when
you're trying to attract, whenyou're trying to retain, when
you're trying to build trust andreciprocity, content is still
the engine and still important.
Liz Moorehead (08:23):
You know, the other thing I have to chime in
here with is that when we havethe conversation about content,
we have this habit of onlyfocusing on one part of the
flywheel or the funnel, Right.We are obsessed because it's I
think it's the vast majority ofthe content that people create.
It's also where we see theuptick in organic search
(08:45):
traffic. But some of the mostimpactful to your point,
impactful content that we createis closer to the bottom of the
funnel.
George B. Thomas (08:52):
Yeah.
Liz Moorehead (08:53):
Now, George, I wanna take you and I back to a
conversation we had at the veryend of last week with one of our
clients.
George B. Thomas (08:58):
Yep.
Liz Moorehead (08:59):
Where we showed them sales emails that were
going to be going to prospects
George B. Thomas (09:04):
Yeah.
Liz Moorehead (09:04):
That included videos that were about content
topics like what is the ROI ofx? What is the benefits of y?
How do you solve this particularproblem? And then it also links
to content we have published.Then there are case studies.
Then there are any of thosedecision making and sales
(09:25):
enablement pieces are equitablerevenue driving parts of your
content strategy.
George B. Thomas (09:31):
Yeah.
Liz Moorehead (09:32):
And the idea that just because we have to rethink
how we're getting found, that wehave to rethink how we measure
success of content, we areforgetting an entire part of the
funnel or the flywheel that isnot dependent on search. Yeah.
In order for people to get toit.
George B. Thomas (09:49):
It's funny, Liz, I'll shut up here in a
minute so Chad and Max can throwin their But when you said the
words so focused on gettingfound, something in the back of
my cranium jumped up and waslike, but they should be focused
on staying relevant. And there'scontent that keeps you relevant.
Like, you're at least in theconversation. But, anyway Max,
(10:11):
it's that.
Max Cohen (10:12):
I think, you know, it's not like is it's like when
we say does content matteranymore, I I think that was the
original question or somethingalong those lines.
Liz Moorehead (10:21):
Mhmm. Does content matter?
Max Cohen (10:22):
Is like content is the only thing that matters on
the Internet. Content's the onlything that's on the Internet.
Right? Like, we go to theInternet to consume content
through the Internet. Like, thatis a it's it's a fundamental
fact.
Just like lungs breathe air,humans breathe content on the
Internet. Right? Like, there'sno there's no way around that. I
think it's more of a question ofhow do we how do we trust the
(10:46):
content? How do we appreciatethe content?
How are their jobs formed aroundcreating the content? How is the
of, like, are we rocketingtowards dead Internet theory?
Like we said, the Internet wasdead, but, like, dead Internet
theory, I think, is quicklybecoming a thing where it's just
a bunch of bots talking to eachother. And then soon enough,
we're gonna be in a world whereit's also bots just creating the
(11:07):
content. We're just kindasitting on the sides like,
what's the human's, like Yeah.
Point in all of this?
Chad Hohn (11:11):
Which ones are the real ones?
Max Cohen (11:13):
Yeah. Exactly. Like, it's getting really, really
freaky. You know, I just it'sjust like the other night, you
know, I heard, like, StephenColbert show got canceled.
Right?
And this morning, I I open upTikTok, and the first thing I
hear is just like some audiothat sounds just like Stephen
(11:36):
Colbert kind of like doing thiswhole, you know, confirming what
a lot of conspiracy theoristsmight be thinking of or like
whatever side you're on. And youcould just tell it was AI, but
it was just good enough wheresomeone who's not so internet
brained wouldn't understand it.And it's like, this is really
(11:59):
scary. Right? And again, it'sjust like the content's just
getting created by itself, bythe bots out there talking to
other bots.
And it's like, we're just kindof like starting to just watch
it. And it's really, really,really freaky. I don't know.
Chad Hohn (12:17):
It's like the A. I. Is prompting the A. I. Right?
Yeah. At this point. Right.They're like all in their own
cyclical A. I.
Brain box.
Max Cohen (12:25):
Yeah, I love it. Yeah, it is. But like and I
think And I wonder, I hadthought for a while, was like,
there's gonna be a premiumplaced on human created content,
right? But I don't even know ifthat's gonna happen. You'll get
I think AI content is gonna getso good that like, you know,
(12:46):
people are gonna be like, oh,this content is good because
it's actually just created byhumans.
It's like, no, it's not. WellAnd so I think you're gonna find
this weird battle between humancreated content, AI assisted,
thoughtful human createdcontent, and then just AI slop.
Right? And I think there's justso much AI slop today that it's
like, I I would hope people cansee it and and and be able to
(13:13):
recognize it, but it is rapidlybecoming completely
unrecognizable, you know, whichis freaks me out.
Liz Moorehead (13:21):
I think the thing we also need to keep in mind
though is that there there isthe kind of b to c content
that's out there Yeah. Stuff onTikTok, things like that where
and to be fair, the AI slopissue is it it's universal. It
does you know, it's it'severywhere. But when I think
about what I see working withsome of my clients right now is
(13:46):
actually people are starting tocome to them more because they
are human. Like I have aparticular client
Chad Hohn (13:53):
of distinguishable.
Liz Moorehead (13:55):
Yep. Well, it's still distinguishable, but the
other thing too is that itreminds me of an old friend of
mine named Natalie Frank who isa I think she's the chief
evangelist at Flodesk, which isan incredible email platform.
But she talked about what shestarted out as a photographer.
And when iPhones came out, itwas horrible. It was a
(14:18):
bloodbath.
Every premium photographer outthere was absolutely petrified
that now everybody had a camerain their pocket, it would dilute
the market. And it did. A lot ofpeople turned off. A lot of
people ended up pursuing otheropportunities. But she said what
(14:38):
we saw is the reality is thepeople who ended up leaving the
industry as a result of iPhonesin their pockets weren't
actually craftsmen withphotography to begin with.
And the people who actually werestill dedicated to the craft,
who adapted to new digitalstrategies, ended up being able
to charge more of a premium. AndI'm seeing that with myself now.
I'm I'm definitely yet. Do Ihave some AI assistants poking
(15:00):
around at some of my parts of myprocess? Absolutely.
Of course. That's still a human
Max Cohen (15:04):
versus Yeah.
Liz Moorehead (15:07):
We started to dig into this a little bit but I'm
going to throw this question outto the group. So what has
actually changed about contentstrategy, right? Because I wanna
pull us back to something thatis native to our audience,
right? Like our B2B marketersjust trying to make it out
there, man. We're just, we'retrying like we're not the Coca
Colas, we're
George B. Thomas (15:27):
not
Liz Moorehead (15:27):
the Duolingos. Although I guess we're not
really trying to be Duolingoanymore. What has actually
changed in content strategy?
George B. Thomas (15:37):
I don't know if I wanna go first. Chad or
Chad or Max, what are what areyour thought? I mean, I have
thoughts, but I don't know if Iwanna go first.
Max Cohen (15:46):
I think the way you evaluate how your competitors
are leveraging it is a new thingthat you need to do that wasn't
in the inbound handbook when Igot into all of this. Right?
Because you might have somedirect competitors that are
(16:08):
absolutely shredding it with,you know, maybe some good AI
content. Maybe they are goingfull bore on, like, some AI slop
and it's working, like,depending on how how well your
audience reacts to that kind ofstuff. Right?
But, like, it may be a situationwhere you're kind of like forced
(16:29):
into that arena. Right? Or, youknow, you take a much more
careful approach to get yourcontent to stand out from
whatever it is that they'redoing. Right? But it's like,
it's a new thing you have tokind of build into the
calculation, right?
Like, it's no longer like, oh,none of my competitors are
making content about this stuff.So I'm the first one to the
(16:54):
show, right? It's gonna be likeno longer is your competitor
isn't doing nothing. Thebaseline is your competitor is
doing AI slop and you need to dobetter than that, right? But
like sometimes the AI slop gets,you know, it gets motion, it
gets traffic.
(17:15):
Love think you're starting at adifferent baseline that
Liz Moorehead (17:18):
you have Yeah. To The only thing I wanna say
before you go on is because youbrought up something there where
you're talking about watchingcompetitors. I agree with that,
but I think that's notnecessarily new. I think we can
all agree. We kind of always hada keeping up with the Joneses
peeking over the side of thefence.
Max Cohen (17:32):
I'm not gonna watch your competitors. No. I'm just
saying you're looking for themto do a different thing that you
have to contend with.
Liz Moorehead (17:37):
Yeah. But there's always gonna be that weird thing
that we need to remember. Right?We can only see from the outside
in. And how many times have weeither looked at companies and
thought, man, they had this allfigured out.
And the minute you get inside,you're like, oh god.
Everything's on fire. Yeah. It'syou always have to be really
careful about the surface leveloptics of, you see them doing
this thing and everybody's evenmore scared than ever about
(18:00):
falling behind. But that isreactive nonstrategic motion.
George B. Thomas (18:06):
Yeah. Mhmm.
Chad Hohn (18:07):
I think kinda like where one of those places that
my brain starts to go is isactually in like the it's almost
like a chicken and the eggscenario, because we're talking
about how, like, what's changed.Right? And well, if, you know,
you got Gemini at the top ofyour Google search results,
that's given you AI summaries tojust answer questions. Like if
(18:30):
it's phrased in the form of aquestion, typically that's all
you need. But that Gemini islooking for pages with like
authority, with search engineauthority.
Right? And does it include itsown traffic in that search
engine authority? For example,like, you know, like, I guess
(18:56):
where I'm getting at is, like,if you make content, but you're,
like, new to the game, curiousif you have to actually get some
humans to, you know, tread overyour page or if the fact that
it's relevant and and usefulcompared to other preexisting
sources will bump up your searchengine authority even though
(19:18):
it's like Gemini's scooting allover that thing, or if it's, you
know, ChatGPT scooting over thatthing or whatever with some of
their tools these days. So I I'mjust I don't know. I'm kinda
like thinking about that chickenand the egg scenario and
wondering what because, like,you know, content isn't my
first, skill set here on the oldHub Heroes podcast.
(19:41):
I'm here more as like anaudience member in this
particular topic.
George B. Thomas (19:45):
So, yeah. So I can give you a chicken or the
egg scenario, which totally blewmy mind. So let me dive into
that real quick, then I'll talkabout where my brain goes as far
as changed and unchanged to getback to Liz's original question.
But Chad, when I launched thesuperhuman framework onto the
(20:05):
planet, right? The fourcornerstones, purpose, passion,
persistence, love, the 10 Hpillars.
I'm not going to list them all.When I started creating content
around that, and then all of asudden it started showing up in
AI results when doing deepresearch and asking people to
actually, Hey, can you ask aboutthis? And then all of a sudden
(20:28):
it started showing up on theirchatty PT, their perplexity,
their places. I was like, Wait,there's something to this. You
can create something of valueand it can be surfaced
potentially quicker than it canbe searched or found in search.
Because by the way, Google istrying to take care of the
entire internet. So we all know,like going into your Google
(20:51):
search console and asking for apage to be re indexed and the
amount of time that that mighttake and like all of the things
that you manually have to do topay attention or get them to pay
attention to your ever evolvingand changing SEO efforts versus
to create something that's dopeat a different angle and all of
a sudden it's being surfaced inAI. Hence why I used the term
(21:13):
surfaced when I actually did the5S content framework. So here's
the thing, I think you cancreate the chicken without the
egg, which is a really weirdthing to think about because now
it's there, it exists, it's inthe world, right? You had to
birth it as the human, but it'sthere.
When I think about what'schanged, Liz, to get back to
(21:36):
your original question, I thinkAI answer engines and zero click
have absolutely shrunk the topof the funnel. We kind of talked
about that at the beginning. Thetop of the funnel is just
shrinking. The mindset of blogevery day, this idea of quantity
over quality, I think has goneaway. This high volume blogging.
(21:58):
Now I think it's about depth andoriginality. By the way,
superhuman framework, superoriginal. It was a thing that
was And you can do this, by theway. The other thing, when I did
a Tron Legacy, marketing TronLegacy or Tron Legacy article,
the thing was all of suddenthere because, again, it was
in-depth. It was a pillar pagepiece of content and it was
(22:20):
original from the mindset oflike where it was coming from.
And here's what I think also haschanged. Generative AI helps us
draft real quick. It helps us beable to build strategies for
clusters of content. But if youthink about HubSpot again for a
hot second, because this isliterally for HubSpot users,
something like content remixallows you to repurpose or what
(22:41):
I like to call content confettireal easy. Right?
So, you have this thing whereyou should be spending more time
creating something of more depththan originality, but you have
the tools to get you to thatdepth than originality faster
and remix the content afteryou've actually built the thing.
So that's some things that havechanged. What hasn't changed?
(23:02):
The word trust, as much as weoveruse it, is still important.
Humans gaining insight from thething that they're reading or
watching is still important.
Google's eat is still importantfor, you know, like, it's just
important. Understanding thebuyer and what drives the buyer
(23:23):
is still important. Intent,structure, links, like semantic
markup, it all still matters. Iwould even throw the word out
here. If you're not payingattention historically to
schema, schema matters.
I'm gonna get real nerdy, likefor AI FAQ schema, like things
(23:44):
like that, that you're payingattention to. But strategy still
matters tactics like content.And again, I'm not trying to be
a homer of they ask you answer.I'm not saying that I'll forever
love Marcus Sheridan because wehad this like magic moment in
time. I probably will becausehe's just a good human.
(24:06):
But like, it must be mapped tothe buyer's pain points and
their business goals. That,those things haven't changed. I
don't think they'll ever change.If you just focus on like trust
in human insights and bestpractices of structuring and
paying attention to the humansthat you're actually serving and
(24:28):
the goals that they're trying toachieve at, then it doesn't
matter if it's SEO, if it'ssocial, if it's surface, if it's
any of the five S's that I liketo talk about.
Liz Moorehead (24:39):
I love that. It also makes it reminded me of
something. When we think aboutwhat people are running into on
their new SERPs, right? So oursearch engine results pages, I
was having a conversation thispast weekend with some other
marketers and we were talkingabout the fact that like, dude,
that AI preview panel isgarbage. It's usually wrong.
(25:00):
It gives you factuallyinaccurate data. And somebody
said to me, yeah, it feels veryold school. I actually now don't
trust anything on page one. I'monly taking a look at stuff
that's on page two or three.Like the tech companies have
been in this arms race to AI ifI everything to the point where
people are like, yeah, so I'mnot gonna trust any of this and
(25:20):
I'm gonna do more due diligenceto make sure that what I'm
getting is accurate.
Even in their little chat TBTboxes. Literally yesterday, I
was like, what year is it? It'slike 2023. Whoopsie. Whoopsie.
You know,
George B. Thomas (25:37):
it's just
Liz Moorehead (25:37):
little things like that. So what mistakes are
people making right now becausethey're trying to apply old
content rules to this new AIshaped ecosystem we're living
in. I will just pick onsomebody. Maximus.
Max Cohen (25:51):
Wait. What's the the mythic Sorry.
George B. Thomas (25:54):
Common mistakes.
Liz Moorehead (25:56):
Noah, cut this part out.
Max Cohen (25:57):
What are the common mistakes?
Liz Moorehead (25:59):
What are the mistakes people are making right
now because they're trying toapply old content rules to a new
AI shaped ecosystem?
Max Cohen (26:09):
Well, I mean, the old again, I think the old content
rules are blog, blog, blog, SEO,SEO, SEO. Right? And so, like,
you know, if you're if if ifyou're if you're the folks that,
you know, made the mistake ofnot creating the content because
it was it was too hard. And nowyou're like, oops. I got the
easy button.
(26:30):
Right? And you're just literallyjust firing off the stuff just
to check a box to say to yourboss, oh, see, we've got blog
posts now. Right? I think that'sthat's probably a big mistake.
Right?
Because chances are you'regenerating some trash and not
really paying attention to whatyou're putting out there. Right?
And and in terms of, like, the Imean, it depends on, like, how
far back we're calling, like,the old rules. It's think
(26:55):
creating this stuff, like evenwe think of like the old rules
of like, what was working withthe AI videos, right? You know,
it was a lot of these, like,sort of, like, list video.
Like, I was thinking the kind ofequivalent today that we see
with with, like, short formvideo is the you remember how,
(27:17):
like, everything when inboundreally took off, everything
became, like, a 10 things youneed to know, like, about x
Listicles. Like format. Right?Listicles. Right?
I think the equivalent of thattoday is the short term video
you hear with, like, the AIvoice over that's, like, so
recognizable. Like Mhmm. These10 alpha male influencers do ba
(27:39):
ba ba ba ba. Right? And thenthey just like it it it's just
it's just clearly just likenonsense.
Right? But I think enough peoplesee this stuff and that's like
their first sort of exposure tolike what AI video is. And then
there's 38 different like toolsout there that build this stuff
(28:01):
for people with like a singleclick. And I think it's probably
pretty tempting for marketers tokind of, like, go down that path
because they've been told bysomebody that they need to
embrace AI and use AI in theirmarketing by their higher ups
when they don't even really knowwhat that means to do in a
thoughtful, creative, orintentional direction. Right?
(28:23):
So I think, again, like, justlike we had tons of marketers
go, oh, I know I gotta writeblog posts and everyone's doing
listicles. I gotta do that. Ithink that would probably be,
like, a very similar kind of2025 mistake in that all you do
is just, like, kinda what you'reseeing everyone else do, which
is these very weird voiced overlisticle, like, videos, you
(28:46):
know? Don't do that. Pleasedon't.
That's the slop that we want toavoid.
George B. Thomas (28:50):
Yeah. So I so I think there's a couple of
things I wanna kind of jump inhere and then, Chad, you go with
it where you want, but I'm goingto put my hat on here.
Liz Moorehead (29:03):
Oh yeah.
George B. Thomas (29:03):
One second.
Liz Moorehead (29:05):
Oh yeah.
George B. Thomas (29:07):
I think people are still clinging to vanity
metrics,
Chad Hohn (29:10):
traffic
George B. Thomas (29:12):
and conversions. And I would really
want them to pay attention toinfluence and conversations.
Like, and how do you, how do youmap those? And, and again, I'm
talking very much of likebusiness to business or business
to human like type content. I'mnot talking about the Stephen
Colbert or the like, you know,how did X, Y, Z, your tomato in
(29:35):
your kitchen or whatever, like,whatever.
Like, I'm not talking about thatkind of stuff. I'm talking about
relevant stuff. Clinging tothose vanity metrics and not
being able to like figure outhow it's influencing the actual
pipeline. And when I say that,I'm literally talking about the
process of like selling theproducts and serving the humans.
(29:56):
I, I think too, and I alluded tothis earlier, a common mistake
that's happening is people arenot paying attention to the new
norm or the need for structure,schema, FAQs to give that like
AI visibility.
Some people are like head in thesand, not understanding how do I
actually get things surfaced.And that just needs to be like,
(30:20):
I would tell you, spend ampletime doing research on how to
actually get the content thatyou may already have, even
optimized for that AI. Because,by the way, many of us, or many
of you listening or watchingthis, have been creating content
for years, and maybe it's a nicelittle schema and some FAQs that
(30:41):
needed added to an article thatwas already ranking fine for
search. Now all a sudden, boom,it's getting surfaced in AI. So
like we've talked abouthistorical optimization for SEO,
but how about now historicaloptimization for AI?
Like that literally is a thingthat you should be paying
attention to. And last but notleast is like, and Max alluded
to this, but don't hit the like,here's the first draft, publish.
(31:05):
Like, no, no. Like, you gottafocus on your brand voice. By
the way, if you don't have abrand voice, you have a bland
voice and no human wants to heara bland voice.
So your brand voice, by the way,if you haven't listened to our
data sources conversation andhistorical episodes and you
(31:28):
haven't gotten your brand voiceset up in HubSpot, this is a
nice little juicy way to go fromdefault draft, add a little
humanness, put it in HubSpot,add your brand voice on top of
it. Anyway, process, process,process, process is what people
should be thinking about toactually make this stuff go in
(31:50):
this world of like deeper,richer, more human, but also
then focused where you can useit in these multiple areas, it's
optimized for these multipleareas.
Liz Moorehead (32:01):
You know, I think we also did an episode, George,
just on brand voice and tone.
George B. Thomas (32:05):
Yeah.
Liz Moorehead (32:05):
Like a while back that people should go into the
archives for.
Max Cohen (32:08):
Mhmm.
Liz Moorehead (32:09):
To throw in my 2¢ here, I think the big thing to
keep in mind is that we used torely on like really high level,
even educational, just like, whoare the best this? What is the
top that? Like those listiclethings that Max is talking
about. That's not how you'regoing to differentiate yourself.
(32:30):
I regret to inform all of mybeautiful CEOs and owners and
marketing leaders out there.
You actually have to do thoughtleadership now. Have to have
real opinions out loud. You haveto solve real problems not
imagined ones. You have to stopclutching your secret sauce so
close to your vest that nobodyknows there's even a bottle of
(32:51):
Tabasco under there. Right?
We need to stop hiding fromcontent. Now, the thing is
though, as we've been havingthis conversation, there has
been a nagging thing in the backof my mind where I know there
are some listeners out theregoing, it was already hard
enough to prove the ROI ofcontent when we had the tools,
(33:13):
when AI wasn't stealing all ofour traffic. And now you're
telling us that we have tomeasure it and rethink how we
measure the power of contentthrough nebulous metrics like
influence, right? Like how do weactually measure that?
Chad Hohn (33:30):
Yeah, so that's I a question.
Liz Moorehead (33:32):
I think what gets really tricky about this
conversation is that we don'thave the answers to that. We
don't. We simply do not. Butwhat I can tell you is that if
you have a short sightedorganization that decides you
see your site traffic tanking,you can't outrun AI, so you're
going to divert or cut out allof your content people or any
(33:56):
sort of content initiatives, youare screwing yourself. You are
going to watch revenue go outthe door.
This isn't the time to get ridof content. This is the time to
realize the thing that Georgeand I have been screaming about
for years. Your content actuallyneeds to be helpful and human.
Your content needs to solve realproblems not imagined ones. You
(34:17):
can't phone it in.
You can't just publish garbage.These were things that were true
before now. They were true invivid Technicolor. It's only now
that you're actually seeing theconsequences of those actions.
And it's only gonna get harder.
It's only gonna get morechaffey. So I know we're coming
to the end of our conversation.So I have one more question I
(34:39):
want to ask you guys before Iturn it over to you, George, to
take us home. We've alreadystarted talking about this,
George, and maybe you want tokick off this part of the
conversation for us. How we usetools like AI in our content
without losing voice or dilutingour message.
So you've already been talkingto this a bit, right? I'd love
(35:00):
to get some more specificityaround that.
George B. Thomas (35:03):
Yeah. I think when I sit and think about this
one, for me, it's been a bighelp to do things like outlines,
data research, first passes,rough drafts, right? So you kind
of think about AI as the draftand research assistant, right?
(35:23):
Historically, this might havebeen like a ghostwriter or some
type of like whatever. But Iliterally think that you can
build a process around draftingand researching.
The other thing, and we kind of,again, alluded to this, if you
have given the system, ChatGPT,Claude, Perplexity, HubSpot,
(35:44):
whatever, your styles, yourguides, right? If you've given
it examples of top performingpieces, and you've, you've
aligned it so it can maintainyour tone, now you're using your
human brain for the researchthat you want to gather, for the
outline that you want to create,for the draft that you're going
(36:05):
to build, to then be able togive it into a system that
understands what historicallyhas worked or been working,
which you might have to likekind of remanufacture that as
you kind of move forward,because different things are
going to work over differenttimeframes. But now you're going
to have these kind of humanpowered storytelling based.
(36:27):
You're going to give youropinions. You're going to have
your personality.
By the way, you're always goingto fact check anything that
you've started with an AI draft.And then I think there's this
level of, after you get to thatpoint, you can then start to
personalize it, or kind ofrefresh it, kind of over time.
(36:48):
Because this is a problem thatwas happening when people were
creating normal content. I thinkit'll still happen when they're
having AI system in the contentthey're creating, is like, it
shouldn't be one and done anddead. We create it, we publish
it, we forget about it.
No. Like, one, you should createit, you should publish it, and
then you should probably reupdate it over time or at least
(37:11):
promote it more than just onceanyway. That's that's what I'll
say there. I I I'm sureeverybody else has some other
thoughts where they can say AImight help in in the creation of
it.
Max Cohen (37:23):
Yeah. I mean, I I'd say use it for this stuff that's
like traditionally difficultwhen you don't have like a lot
of resources. Right? So like,you know, for example, if you're
making a video, like you can youcan create some pretty easy b
roll. Right?
Like, instead of having to go,like, buy it from somewhere. Oh,
yeah.
Chad Hohn (37:42):
Right? You can Oh, man.
Max Cohen (37:43):
You can, you know, it's same
Chad Hohn (37:45):
way. All them.
Max Cohen (37:46):
Yeah. Right. Yeah. Those guys are screwed.
George B. Thomas (37:49):
Like, I don't
Max Cohen (37:49):
know what So I don't know why. Like, they're toast.
Like, I don't know how theirbusiness is gonna, you know,
continue to stay. I mean,they're probably gonna create
their content through AI andhopefully just create on people
that don't know how to go tochat GBT and do another. Yeah.
I mean but I'd say also, like,use it for the stuff that's,
like, uniquely hard to you,like, to you. Right? Like, it's
(38:11):
it's again, if you're a badwriter, kinda like George said,
you know, no harm in throwingtogether an outline using AI. So
you at least have a startingpoint. Right?
Or, you know, if you're it'sdifficult for you to articulate
things in certain ways. Right?Like, it's it's really easy to
kind of give it a first pass andthen, you know, have AI say, oh,
(38:32):
this is a better way you couldrewrite it or something along
those lines. Right? And have ithave it assist your original
thoughts.
Right? I think is the one of thebest ways you could use it. But,
you know, the other thing toois, like, sometimes inspiration
is really difficult to come by.Yeah. Right?
And I think it's totally okayto, like, go to AI and be like,
(38:53):
I don't really know what Ishould make a video about or
write an article about or do x yz about. Can you give me some
ideas? And maybe it doesn't giveyou the ideas, but it mixes up
your brain enough to have thatoriginal idea. Right? Once you
kinda started thinking aboutsome of these other things.
Right? Like, oftentimes whenI've done that with AI, I end up
(39:15):
thinking of something that isnot what it suggested, but if my
brain hadn't, like, startedgoing, oh, yeah. Think of that.
Oh, think of that. Oh, think ofthat.
Or, you know, it it was able tokind of, like, look at a
suggestion and then kinda comeup with a totally different one
on my own. And it was just the,you know, the right amount of
brain massaging I needed to havethat, you know, next sort of,
(39:36):
like, unique idea. Mhmm.
Liz Moorehead (39:37):
It was worth
Chad Hohn (39:37):
it.
Max Cohen (39:38):
Yeah. Right? So, you know, don't don't let it take
you and your creativity and youroriginality out of the process
and just do it for you becausethen why are you even doing it
in the first place?
Chad Hohn (39:49):
Yeah. Was like the ultimate the ultimate writer's
unblocker, you know, in a way. Imean, not really for me, a lot
of ways, especially when I'mhaving a hard time coming up
with, like, exactly what to door where to go with certain
things. But
George B. Thomas (40:02):
Yeah. Yeah. I mean, many times, I'll be
watching, like, a sermon or a TVshow and somebody will say
something, and I'll pull up myChatGPT or my claud and be like,
hey, if I was to write anarticle about this, but from the
direction of that, the thingthat I just heard, by the way,
what would that look like? Andthen you go on a whole dope
(40:23):
fricking journey where you'reunlocking the thoughts of your
brain to get to a point whereyou eventually create something
that is so different and uniquebecause it came from different
vectors or verticals.
Liz Moorehead (40:34):
I've gone into some of my tips and tricks and
other podcasts that we've doneon this topic, but I'm gonna
keep mine super short. And thisis for my content creators out
there. The content creators whoare still feeling friction
around bringing AI into yourprocess because you feel like it
is corrupting what it is thatyou're doing. At some point, you
(40:55):
are either an artist whounderstands that it's okay to
embrace new tools and do thingslike George and Max are talking
about, where you take a look atreally cumbersome parts of your
process. For example, I dohundreds and hundreds and
hundreds and hundreds andhundreds of hours of
interviewing.
Chad Hohn (41:09):
How many?
George B. Thomas (41:10):
Sometimes hundreds
Liz Moorehead (41:10):
and hundreds. Hundreds and and hundreds.
Sometimes I need my pouch outGBT to be like, it's on page
seven where Rob said to do thisthing, you beautiful ding dong.
Right? Like, we're pulling outbig themes.
I'm still the writer. I'm stillthe thing doing the thing. At
some point, you're either anartist who is willing to pick up
new tools, new paintbrushes, oryou're a masochist clinging to
(41:32):
your craft, and you're gonnadrown. That's fundamentally what
we're talking about here.
Chad Hohn (41:37):
Customization in your chat, GPT, to call you a
beautiful ding dong.
Liz Moorehead (41:41):
Yes. It's actually I'm not even kidding.
I'll share it. It's called dingdong bot where it's like, I ask
it to do dumb things where Ican't it's programmed to find
stuff I can't find because Ihave so much dense conversations
with so many people that I get,like, a little lost. So, George,
help us land this beautifulcontent plane.
(42:02):
What is the between one andseventy five things you would
like folks to leave today'sconversation with?
George B. Thomas (42:07):
No, one thing. Stop creating single use
content. By the way, Liz, I'mproud of you because I remember
back in the back back days whereI was bringing up using AI and
to see
Liz Moorehead (42:19):
where I was very angry.
George B. Thomas (42:21):
See where you're at with it now brings my
heart great joy. But my onetakeaway is stop creating single
use content. You have to buildan ecosystem where every piece
that you're creating sells,ranks, surfaces in AI gets
spread on social and turnscustomers into supporters. Like,
that's just the world that we'reliving in now. So think about
(42:44):
those things.
Listen, we live in an AI noisyworld. It's just a true fact.
You know, we've called it acouple different names during
this episode, but ladies andgentlemen, I'm here to tell you
that purpose driven,multitasking content is the edge
that will compound the resultsthat your organization needs.
(43:07):
Okay, hub heroes. We've reachedthe end of another episode.
Will Lord Lack continue to loomover the community or will we be
able to defeat him in the nextepisode of the hub heroes
podcast? Make sure you tune inand find out in the next
episode. Make sure you head overto the hubheroes.com to get the
(43:27):
latest episodes and become partof the league of heroes. FYI, if
you're part of the League ofHeroes, you'll get the show
notes right in your inbox andthey come with some hidden power
up potential as well. Make sureyou share this podcast with a
friend.
Leave a review if you like whatyou're listening to and use the
hashtag hashtag hub heroespodcast on any of the socials
(43:49):
and let us know what strategyconversation you'd like to
listen into next. Until nexttime, when we meet and combine
our forces, remember to be ahappy, helpful, humble human,
and of course, always be lookingfor a way to be someone's hero.
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