Perspectives on search, AI, content, and marketing
Embark on a journey with Entail's team delving deep into our research and insights on the rapidly evolving marketing landscape, with a special emphasis on the domains of search, content, and the transformative impact of AI.
AiHow ChatGPT forced Google to innovateKey takeawaysWith billions in ad revenue and over 90% of search traffic, Google saw little need to innovate.ChatGPT revolutionizes search by answering very specific queries, challenging Google's traditional model.Despite the challenge, Google plans to match and possibly even surpass ChatGPT's capabilities. Google is no stranger to innovation. They brought us Google Search, Gmail, and Google Maps—all groundbreaking products and services that have revolutionized how we access information and navigate the world. But with ChatGPT taking center stage, many have wondered: why didn't Google introduce a similar solution earlier? To answer this question, we have to unpack the potential impact of AI integration on Google and how this new era of AI-driven Search can change how we find information. About the expert Tom Amitay, co-founder and CEO of Entail AI, has over 10 years of experience in content marketing, SEO, and organic growth. Tom helps businesses succeed by bringing together marketing and product development and making ideas happen. » Will ChatGPT affect Google's profit? Google didn't need to change Google is the reigning champion of search engines, raking in approximately $224 billion from search ads in 2022 alone. Not only do they control search, but they receive over 90% of search traffic. With a near-monopoly on search traffic, why would they need to alter a model that worked so well? In addition, Google needed to ensure that their solution would be more accurate than ChatGPT. They also had to avoid the ethical concerns associated with AI, such as inaccurate, biased, or harmful information. » Find out if we can fully trust AI-generated answers. ChatGPT changed how we search As Microsoft's CEO Satya Nadella said, Google hasn't had competition for over two decades. Enter ChatGPT, a disruptive force changing the very fabric of search. It poses a significant threat to Google's business model, where its main mission is to deliver the best search results. ChatGPT has unlocked a new type of search query. Users can now ask complex questions that Google's conventional search engine simply couldn't understand. Here's an example Let's say you're looking for a new smartphone. On Google, you might search "best long battery life smartphone" or "smartphones with great cameras," which gives you a list of sponsored products and articles you'll need to compare manually. But with ChatGPT, you can ask something very specific, like "What are the newest smartphones with a battery that lasts more than a day and a camera over 12 megapixels?" ChatGPT understands this detailed question and gives you a direct answer, listing phones that match what you asked for. » These are the types of content AI can't master. Google's path forward Google is known for innovation and continuous improvement. While ChatGPT may be a strong contender, Google's vast resources and data-driven approach give them an advantage. The goal isn't to simply match ChatGPT's capabilities and seamlessly integrate them into their existing framework. They have the potential to create an even more robust and reliable solution, which we can already see through PaLM 2, Google Bard, and their Search Generative Experience. Leveraging their data advantage Google owns a suite of products used by billions of people worldwide. The data they collect from Chrome, Android, YouTube, Gmail, Drive, and more provides invaluable feedback to train their AI systems. This extensive dataset will empower Google to refine and enhance its AI responses. Monetizing the opportunity Google can add products to AI-driven responses, opening new avenues for monetization. Users could make purchases directly from these responses, and brands will have more opportunities to generate revenue. » This is the type of content to focus on in the age of AI. Google will rise to meet the challenge While ChatGPT has certainly shaken things up, Google is getting ready to respond with a solution that is likely to surpass ChatGPT. Their response promises to be a step toward a more potent AI-driven search system. As users, we stand to benefit from this transformation by gaining access to richer information, more precise answers, and an elevated search experience.
Content creationHow to monetize your expertise with videos on social mediaKey takeawaysBeing a successful video creator isn't just about having lots of followers.You need to create valuable content and share it on the right social media platforms.You can join a video creator marketplace to help build your personal brand. In the digital age, posting videos on social media is one of the easiest ways to reach others—especially since users spend an average of 151 minutes of their day on social media platforms. Enter influencer marketing. While this isn't a new concept, influencer marketing really gained momentum in the 2010s after the launch of Instagram. Today, it's a $16.4 billion industry. But how do you get in on the action? Let's explore how you can monetize your expertise with videos on social media. Rethinking influencers: It's about expertise, not likes An influencer is someone with a unique or authoritative viewpoint who has many followers and whose posts generate multitudes of likes and shares. Their content can be informative, entertaining, or both. However, successfully creating videos is about more than just having a large following or going viral. If you have a unique perspective or specialist knowledge, you can monetize videos where you share this information. For example, a podiatrist can review orthotics to give the product additional credibility—despite not having a big social media following. So, the best video creator is:Charismatic on cameraAn expert in a particular field or nicheAble to share unique or interesting insights » Thought leadership content is more important than ever in the age of AI. Action! Getting started with video creation Almost everyone has unique knowledge that can be appealing to others, often tied to their daily lives, work, or hobbies. Whether you're a surfer sharing surfing content or a psychologist sharing mental health advice, it's your expertise that grabs attention and creates interest. Getting started means understanding: Why you want to create videosWho your target audience is This will help you to choose a niche or topic that aligns with your expertise and audience. Video equipment To get started, you really just need your phone. There's no need to buy fancy equipment. As you progress, you can invest in more advanced equipment like better editing software, lighting, cameras, mics, or even a green screen. » Find out whether AI can help you keep content creation costs down. Choosing the right stage: Platforms for monetizing expertise Here, you're spoilt for choice: from LinkedIn and Twitter to TikTok, Instagram, Facebook, and Pinterest. Every platform has a unique user base and characteristics. Here's a breakdown of which types of videos are best suited for each platform: LinkedIn: Ideal for content related to career development, industry insights, and thought leadership. Videos that offer tips, tutorials, interviews with experts, and behind-the-scenes glimpses of your work are a good idea.Twitter: Known for its short-form content and real-time updates, quick, attention-grabbing videos work best here. TikTok: The fastest-growing social media app, TikTok thrives on short, creative, and entertaining videos. It's perfect for showcasing your creativity, humor, and unique talents. Instagram: Still the leading platform for influencer marketing, Instagram offers various formats that allow you to share any type of content. Facebook: Live videos, interviews, product demos, customer testimonials, and longer-form content perform well on Facebook. Pinterest: Videos on Pinterest are often more instructional and informative, so focus on DIY projects, recipes, tutorials, and step-by-step guides. If you're new to creating videos, it might be wise to focus on one platform initially because handling all of them can be overwhelming. Alternatively, you can join an expert or video creator marketplace. Taking a shortcut through expert marketplaces Granted, you'll find that many marketplaces aren't worth it—either because you get no work from it or your initial video inexperience counts against you. However, managed marketplaces like Entail's assist you throughout the entire video creation process. In most cases, these marketplaces will require you only to film the video itself while they take care of the technical work, including: Selecting topicsCreating briefsStructuring and editing videosPublishing videos on client social media profiles and tagging experts This means you can build your brand while also promoting other brands, gaining more and more exposure both on the brand's profiles and your own. The value of monetizing your expertise with video Monetizing your expertise with video on social media goes beyond financial gains. You can also enhance your personal branding. For instance, if two professionals have the same expertise but one actively engages with the community through social media content, that individual can strengthen their personal brand and become recognized as an authority in the field. This increased visibility can lead to more career opportunities and higher earning potential, even in a traditional employment setting. You can leverage your personal brand to negotiate higher salaries or find positions with better companies. Platforms like LinkedIn are particularly well-suited to create professional content that strengthens your personal brand, which can translate to more professional opportunities. Understanding the difficulties of monetizing videos Getting your foot in the door The overall process of monetizing social media content creation can be rewarding but challenging. These barriers are often platform specific. For example, on Instagram, a large following is usually essential to get views. In contrast, having a lot of followers isn't necessary for a video to go viral on TikTok. Regardless of the platform, you first need to generate views and engagement to monetize your videos. This can take years for most people. Success takes time Creating successful video content takes significant time and commitment. It's difficult to become successful in the beginning, and expecting instant results is unrealistic. Learning how to create quality videos and understand each platform takes effort. This investment may not yield immediate returns, making perseverance and dedication essential for success in this field. From passion to profit: Forging a trail in social media expertise The power of video to showcase your expertise and build your personal brand is undeniable. It involves more than just going viral or gaining many followers. True success comes from understanding your audience and offering unique insights. In a world increasingly driven by visual content, there's no better time to harness the potential of videos and make your mark.
AiWhat type of content is still relevant for your website in the age of AI?In the age of AI, it is crucial to consider the type of content that remains relevant for your website and SEO strategies. According to WebFX, about 93% of all online experiences start with search, so improving your SEO to adapt to AI is essential to keep your content performing well. How search engines have evolved Search engines have evolved significantly due to AI and can now answer more complex questions. Previously, if you had a post about orthotics, say "best orthotics for athletes with shin splints," Google would typically rank the post based on only one aspect of the query. For example, it might focus on "best insoles for athletes" or "best insoles for shin splints," but not both at the same time. With the new AI capabilities of search engines like Google's Bard or Bing's GPT-4, you can ask more intricate questions—for example, "What are the best insoles for marathon runners suffering from shin splints?" With Bard, Google can handle and respond to more complex queries, and users can use more detailed search terms. SEO still holds great value, especially if you're a reliable source. The rules of the game aren't really changing; they're just becoming more challenging. It's not enough to publish content sporadically. You need to consistently provide trustworthy, high-quality information. » This is the right way to create content with AI. 4 tips to make your content stand out 1. Make sure your site is built well SEO is not just about creating content. It's about making sure the entire site is built correctly. For example, if you have a SaaS site, you need strong feature pages, a homepage, product pages, and so on. Each one of these pages needs to target the right searches to maximize its reach. Your website needs to be built correctly to rank well and have your products included in AI-based responses. Remember, many internet searches, particularly short-tail searches, are product-related. For example, when you search "content management system," you're looking for a product. These searches have a high volume, which makes them crucial. 2. Create helpful content With the increasing amount of content online and AI systems like Bing and Bard answering questions so well, only genuinely helpful content will stand out and remain relevant. Because of content hyperinflation, competition for the same queries will increase, causing the click-through rate to decrease as it's spread across more websites. AI models like Google Bard will amplify this, making it much less beneficial to answer common questions with straightforward answers unless you provide unique value. All content on your website must be helpful, including homepages, feature pages, and product pages. For example, a product page for running shoes should contain high-quality images and all the information a potential buyer might need. Google's success depends on providing valuable search results. If the results aren't helpful, users will seek alternatives. A good search result helps the user find what they are looking for, answer a question, or solve a problem. » Find out how AI-generated content affects SEO. 3. Establish topical authority Topical authority is how Google views your website as a whole. It doesn't evaluate each article in isolation. Incorrect input leads to incorrect output, so Bard will only rely on trusted sources. Being an accurate source of information is essential for boosting your site's authority. For example, if you compare two almost identical articles from two different sites, how do you decide which one is better? For Google, the deciding factor is often the authority of the site or the author. Your website's perceived expertise in a certain subject area can significantly impact how Google ranks your content. 4. Create content with experts Creating high-quality content often requires domain experts rather than general content writers. In other words, the key is expertise. You need individuals with significant knowledge and insights that can provide information not easily found elsewhere. At Entail, we've shifted towards working with expert content creators through our marketplace because specialized knowledge produces content that truly adds value and remains relevant. This becomes especially crucial for brands focusing on educational and informational content aimed at helping the audience solve problems. For B2C brands, where content might be less informational, leveraging influencers can be effective. » Discover the types of content AI can't create. Focus on creating value The world of SEO is evolving, pushing the boundaries of search engine capabilities and content creation. SEO continues to be an invaluable tool, but with the rise of AI, it requires more strategy, expertise, and the consistent delivery of high-quality, unique information. As we move forward in this AI era, remember that it's not just about the technology but how you use it to create value for your audience.
SeoKeyword cannibalization: SEO’s biggest challengeKey takeawaysKeyword cannibalization is the competition between multiple pages for the same keywords.This overlap can negatively impact your site's rankings.Innovative approaches like the topical authority model can help manage keyword overlaps.A well-planned content strategy and merging or adjusting content can prevent cannibalization.AI solutions like Google Bard can potentially solve the problem of keyword cannibalization. SEO is riddled with complexities and challenges, one of which is keyword cannibalization. This common SEO issue refers to the phenomenon where multiple pages on a website unintentionally compete for the same or very similar keywords. This can hurt a site's SEO performance if not managed correctly. Understanding keyword cannibalization Keyword cannibalization happens when two or more pages on a website target the same keyword or set of keywords. This problem is especially prevalent on large websites with an abundance of content. The larger the website and the more pages it has, the higher the likelihood of pages ranking for the same keywords. The overlap of keywords is almost inevitable because websites typically rank for thousands of them, many of which are similar. Therefore, on any website, multiple pages often end up sharing keywords, especially large ones with lots of content. This is where the challenge lies. Different sections can rank for different keywords Usually, the main keywords a page targets are those included in the H1 or title of the page, so it's crucial not to have two pages with titles targeting the same keywords. For example: Having one page titled "Is keyword cannibalization good for SEO?" and another titled "Is keyword cannibalization bad for SEO?" isn't ideal. These two pages are competing and may confuse both the search engine and the users. However, when structuring content, you might discuss keyword cannibalization and touch on related topics like content creation or blog writing. These could be topics covered in other articles, but your post may still rank for them. Even if you only mention them briefly, these topics can affect the range of keywords that your page ranks for. Keep in mind:Not every instance of multiple pages ranking for the same keyword counts as cannibalization. Sometimes, this overlap might be acceptable or even necessary to establish topical authority. » Find out how AI-generated content will affect SEO. The effects of keyword cannibalization Although we often refer to this problem as "keyword cannibalization," it's unclear whether Google uses the same term. That said, Google definitely recognizes and responds to duplicate content. If a website contains multiple posts targeting the same keywords, Google might see this as duplicate content and decide not to index these pages. Alternatively, Google might index them but divide the traffic between them, diluting their potential reach, or prefer one page over the other and exclusively direct traffic there. In extreme cases, Google may see some websites with extensive keyword cannibalization as content farms, which can have a negative effect on a site's overall ranking. » Learn more about how Google will handle content hyperinflation. Tools and techniques to identify keyword cannibalization Despite the pressing need for a solution to keyword cannibalization, no straightforward tools are available to tackle this issue effectively. SEO professionals often use a manual approach, examining each page and comparing keywords through tools like Google Search Console, but this can become almost an impossible task. The complexity of dealing with keyword cannibalization stems from the very nature of how Google works, which is inherently intricate. One innovative approach is the topical authority model. Rather than focusing on individual keywords, this method centers on broader topics, encompassing multiple keywords with similar intent. By mapping the relationship between these topics and various pages, SEOs can determine when pages compete or complement each other. Preventing and fixing keyword cannibalization Preventing keyword cannibalization begins with a well-thought-out content plan. Once you identify keyword cannibalization, steps to resolve it include: Merging competing pagesDeleting redundant pagesAdjusting the content to target different keywords This eliminates competition between pages on your website and improves your site's SEO performance. The future: AI and keyword cannibalization AI solutions like Google Bard hold great promise for dealing with keyword cannibalization. Unlike traditional search, Bard generates personalized answers to queries. This opens the door to a new era of conversational searches and long-tail keywords, changing the SEO landscape and potentially solving the problem of keyword cannibalization. » Make sure your content stays relevant in the AI era. Mastering the keyword maze Keyword cannibalization is a complex yet unavoidable aspect of SEO. It presents unique challenges and opportunities for better content organization and search optimization. The potential for more effective solutions grows as we continue to advance in AI and machine learning technologies. Understanding and managing keyword cannibalization will remain essential for SEO professionals as they navigate the ever-evolving landscape of search engine algorithms and user intent.
Content marketingHow content creation has changed performance marketingKey takeawaysMarketers must adapt to third-party data-sharing limitations with first-party data and new techniques like fingerprinting.With social media advertising set to grow, adapting to consumer behavior shifts is also crucial.Personalized experiences can boost customer satisfaction and conversions with proper consent.Storytelling and creative content are essential to capture attention and maximize reach. Performance marketing primarily encompasses all aspects of marketing that are measurable, and the key is to always market for results. If your campaign yields conversions and profits, it's positive. A HubSpot survey shows that 45% of marketers expect their 2023 budget to be the same as 2022, with 39% having seen an increase from 2021 to 2022. And as marketing costs rise and budgets shrink, there's a need to be more accurate with spending while staying performance-based. So, let's dive into performance marketing's current standing and how it can be optimized for better results in an ever-changing digital world. How performance marketing has evolved There was a time when practically everything was measurable, with an unprecedented level of insight into consumer behavior. Performance marketing can run on various channels, like: EmailSMSSearch enginesSocial media platforms like Facebook and Instagram But this era of exhaustive measurement started declining when limits on data sharing were introduced. This profoundly affected businesses relying on third-party data, particularly platforms like Facebook. » SEO or paid search? Use the right strategy to optimize your conversion funnel. Techniques for effective performance marketing Social media advertising is expected to grow to $85.31 billion in the United States by 2027. So, it's certainly worth bolstering your current advertising channels to fit the data-access changes and the shifts in consumer behavior. Here are some aspects you can look at: First-party data usage First-party data is collected directly from the user during their visit to your website. For example: If you search for running shoes and visit Nike's website, Nike can track your visit. This is first-party data. However, the issue begins when third-party platforms like Facebook want to know that you visited Nike and show you Nike ads. Apple's decision to block third-party tracking was followed by Google, which significantly affected Facebook's ad targeting capabilities since users could now deny access to their data, like browsing habits. Influencer marketing Revolutionize content creation by using influencer marketing. The challenge here lies in attribution. A successful campaign can lead to a spike in direct visits, which can lead to conversions and reaching your business objectives. However, if your business has multiple influencers running numerous campaigns, tracking which campaign led to increased direct sales becomes difficult. Be sure to use built-in or third-party metric and analytic tracking tools. Fingerprinting To understand this, think of how your fingerprint is often linked to verification, especially in industries like banking. In digital terms, each computer or mobile device has unique characteristics: Browser languageTime of the last updateBattery statusTimestamp of your visitOther features By comparing these data points, it's possible to statistically determine if two visitors are the same person, just like matching fingerprints. This technique is a workaround to third-party data limitations and might face restrictions in the future due to privacy concerns. Personalization By leveraging first-party data—like demographics and purchase history—businesses can personalize a user's experience. This data can be collected through social media connections, activity on your site, and sales. Personalization can present in: Recommended productsDiscountsMarketing emails Getting visitors to sign up on your site is valuable as it allows for targeting. This can boost customer satisfaction and conversions, especially since 69% of consumers say they appreciate personalization as long as it's done by obtaining data with their permission. Using cookies A cookie is a tool that stores data on a user's browser when they visit a website. What's stored depends on the specific settings of the cookie, such as: An identifier, like user locationDevice information When the user visits another site, that information can be read and used for various purposes, like personalization. If the cookie doesn't have the ID, companies might try to match other metrics to see if it aligns with a known fingerprint, associating the user with information stored elsewhere. » Find out if Google will close sales directly from Search. 3 tips for performance marketing in the era of AI While modern performance marketing can garner high vanity metrics like shares and reposts, it's not a success if it doesn't translate to sales. So, since most campaigns now operate on platforms like Google, Facebook, or Instagram, here are some tips: 1. Avoid goal-setting and technical setup mistakes When you set up a campaign on platforms like Meta (which includes Facebook and Instagram), you have to choose a goal. If your goal is awareness or "likes," the platform will show your ad to individuals more likely to "like" it, not necessarily those who might purchase. Technical setup mistakes include incorrectly setting your campaign's goals and tracking the outcomes. This process often requires professional knowledge and expertise, as errors lead to inaccurate results. 2. Prioritize storytelling and creative content Since platforms largely manage automatic targeting, brands are on a somewhat more level playing field. So with content creation as the key, competitors are more likely to mimic a long-running ad—especially if creativity is not their strong suit—because it's assumedly profitable. Therefore, your creative elements need to capture people's attention long enough to encourage them to visit your website. The narrative must also remain consistent through repeated exposure. Scenario: If you're advertising a sustainable jewelry brand, the next ad can't portray it as budget-friendly since consumers won't remember a brand from just one ad. However, they may connect the dots after seeing a consistent message several times. 3. Maximize customer reach An existing customer is often more valuable to a business than a new one. This is because existing customers are 60-70% likely to make a purchase, and new customers are only 5-20% likely. Platforms will automatically target users it deems aligned with your content based on the users' activity and demographics. A similar situation occurs on Google with performance max campaigns. Scenario: A jewelry brand allows Google to manage its campaign, and the platform effectively decides which campaigns succeed using AI technology. The same process happens on Facebook, Instagram, and TikTok, with each platform's algorithms determining the target audience. Depending on your keywords and content, this can leave room for missed reach, but it can also help streamline the process. » Explore the role of guest posting in today's content creation landscape. Let your content outperform competitors Without brand marketing or other advertising strategies, it's challenging to definitively mark campaigns as successful, even when using performance marketing techniques. This is because the data limitations and push for transparency and brand recognition impact customer conversion. And with performance marketing, engagement is not enough. So, to help drive sales, avoid poor goal-setting and technical setup mistakes, and push for more creative, cohesive branded content.
Content creationThe value of thought leadership content in the age of AIKey takeawaysThought leadership content is vital in the AI era to engage audiences and establish brand authority.Effective thought leadership content needs engaging topics, expert collaboration, and omnichannel marketing.AI-driven content hyperinflation increases the need for unique, high-quality content. Artificial intelligence is stirring up some big changes in the world of content, making thought leadership content more important than ever. Content marketing, in its early phase, was all about deep insights from industry innovators. However, as businesses began outsourcing to cope with the growing complexity of content creation, content quality started to take a dip. An excessive focus on SEO only exacerbated this trend. The building blocks of thought leadership content To build effective thought leadership content that resonates with your audience and establishes your brand's authority, you can rely on three key strategies. Pick engaging topics Companies traditionally concentrate on bottom-of-the-funnel content (their products) and far top-of-the-funnel content (brand awareness). Meanwhile, the middle of the funnel, a goldmine of informational content, doesn't get as much attention. Thought leadership content fills this gap, offering immense opportunities for brand exposure. Backed by expertise and offering genuine value, this content type is instrumental for businesses aiming to maximize their reach and establish authority. Rely on experts Thought leadership content should be helpful and accurately target its intended audience. Ideally, the creator should be an expert in their respective field, which ultimately adds value and authority to the information. For example: When Sam Altman, CEO of OpenAI, discusses AI and generative AI, his expertise adds significant authority to his insights, positioning him as a thought leader. Turn to omnichannel marketing For businesses to really make the most of thought leadership content, they need to go all in on an omnichannel marketing strategy. This means sharing top-notch content across all platforms—your website, blog, and social media channels. With search and social media merging more and more, being everywhere at once is key for reaching your audience effectively. » Learn about the negative effects of AI-generated content on SEO. The role of AI in creating thought leadership content These days, AI is doing a lot more than just gathering and summarizing data. It's working more like a brain, predicting and learning in ways that mimic human conversation. With this kind of power, AI can create thought leadership content—it can look at vast amounts of data, spot trends, and even make sense of complicated medical info. Can AI replace experts in thought leadership content? When it comes to thought leadership content, the focus should be on the value rather than the source. If AI can deliver valuable content, there's no reason to dismiss it. The goal should be to deliver high-value content, emphasizing the quality of information over the creator's identity. Can you leverage AI to enhance thought leadership content? The true worth of content isn't about how it's made—it's about how relevant and helpful it is. AI can help shape your content, covering topics in a complete way, coming up with new ideas, and even rewording content. While we're still finding out all the ways we can use AI, there's no doubt it's a powerful tool for improving content quality. The value of thought leadership content in the age of AI With AI shaking things up in marketing and content creation, we've got to ask ourselves: What kind of content will still matter in these changing times? What will people want to consume, and where will they find it? To engage potential customers, the focus should be on informational and educational content. In the AI era, it's thought leadership content that emerges as the most relevant type of content for this stage of the customer journey. » Explore how AI will affect topical authority. AI and content creation challenges AI tools, including advanced language models like ChatGPT, have revolutionized content creation by making it more efficient and accessible. However, these advancements also bring new challenges, particularly in marketing. The main concern isn't just about automating content creation. It's about how we use this AI-generated content to effectively reach and engage our target audience and support our broader marketing strategies. What to do when content creation becomes too easyThe ease and speed with which AI tools like GPT can produce content has led to content hyperinflation. This rise in content has increased the competition, which means we have to work even harder to create content that stands out. In other words, the challenge has shifted from merely producing content to creating high-quality, unique content that can engage audiences in a crowded marketplace. » Find out how to create content that converts. Creating tomorrow's content, today In the age of AI, thought leadership content stands as the most critical content type businesses need to create, offering a beacon of light in an otherwise saturated market. At Entail, we understand these challenges. Rather than merely reducing content creation costs, we focus on creating relevant content that draws traffic. The key lies in attracting more people to your content funnel through search or social media and identifying the most effective content types. Our products are designed to address these critical aspects, with a primary focus on optimizing the funnel to guide customers toward a purchase.
Content creationGuest posting in today’s content creation landscapeKey takeawaysGuest posting is a powerful method to expand your online presence and establish authority.Focus on delivering genuine value and high-quality content rather than manipulating search engine rankings.Despite AI's advancement, it's unlikely to replace human expertise.Guest posting remains an essential marketing tool, even in a changing technological landscape. Guest posting is a simple yet effective strategy to expand your online presence—in some cases by 70%. It involves writing an article, blog post, or even creating a video and publishing it on another person's or company's website. The key is to incorporate a link back to your own website or LinkedIn profile. This helps to establish your authority on a specific topic, allowing both Google and users to recognize your expertise. Below, we'll walk you through the guest posting process and how it's changed with the introduction of AI. Basic guest posting process: From topic selection to publishing Select a relevant topic: Conduct research to understand what your audience is interested in and identify their problems and questions. Approach companies or experts in the field: Find experts who can provide valuable insights and answers. Approach these experts respectfully and invite them to contribute to your site.Negotiate the logistics: Once the expert has agreed, set a deadline and agree on the format of the content. Remember, guest posting isn't limited to written content—it can also involve creating videos. In this case, you also need to agree on the length of the video interview (typically 30 to 45 minutes).Edit the content: You can transcribe the written interview into a blog or have a video editor clean up the video material. Remember to send the edited content to the expert for their approval.Publish your content: Once you've received approval, you can publish the blog or video. Make sure to include links to the expert's website, social media channels, or other professional profiles. The flip side: If you're an expert looking to guest post on other websites, it's crucial to understand your areas of expertise. Identify the companies or topics where you can offer valuable insights, and then approach relevant websites with your proposal. Keep in mind that guest posting is often unpaid, with the benefits lying in the branding and authority you build on both ends. » Learn how AI influences topical authority. How guest posting has evolved in today's digital landscape Guest posting has undergone significant changes, even before the rise of AI. Google's updates in recent years have influenced guest posting strategies, penalizing websites that engage in questionable link-building practices. As a result, the focus has shifted back to creating helpful, high-quality content. Now, AI software like ChatGPT can generate written content that rivals that of many individuals. However, it still lacks personal opinions and experiences. That's why, when it comes to guest posts, the questions and insights must come from the expert's personal experience. That human connection is something that a computer cannot replicate. Can AI eventually have more expertise than a human? AI's rapid advancement raises questions about its future role. While AI may continue to automate certain tasks, it's unlikely to completely replace experts and guest posting in their current form. For example, if you want advice from a gynecologist, you'd prefer to trust a real professional rather than rely solely on AI. Although AI can access vast amounts of data and potentially offer accurate diagnoses, you appreciate the human touch and empathy of a medical expert. As for marketing and guest posting, while many changes are still on the way, companies won't stop marketing and selling their products—and guest posting is one effective method to achieve that. » Discover the value of thought leadership content in the age of AI. Using AI in the guest posting process Understandably, some experts may be skeptical about incorporating AI into their writing process. But remember that AI should only be a tool to enhance readability and overall content quality. It shouldn't produce the content, only refine it. The end result should be similar to a guest post edited by a human. ChatGPT, for example, often produces excellent results. However, experts still have to give the final approval before anything goes live, ensuring their insights are accurately represented. How guest posting can help mitigate content hyperinflation Content hyperinflation is a real consequence of AI's ability to produce content. This necessitates that quality content stands out above all else. The latest Google updates, as well as future ones, prioritize content that delivers genuine value. This should be the guiding principle throughout the entire guest posting process. Rather than focusing on manipulating search engine rankings, ask yourself, "If I had this question, how would I want it answered?" Your priority should be providing the best possible experience to potential clients and delivering exceptional value. By adhering to this approach, you create high-quality content that surpasses others in the sea of information. » Explore whether AI will really reduce content costs. Guest posting is a marketing essential Guest posting will likely continue to be an essential aspect of marketing, even as technology evolves. Its ability to connect with audiences, build authority, and drive traffic makes it a valuable tool for companies and experts alike. By embracing the changing landscape while staying true to the core principles of delivering valuable content, guest posting will remain an effective strategy in the future.
Content marketingDoes ChatGPT pose a real threat to Google?Key takeawaysChatGPT introduced an innovative process for understanding and answering questions.Google has superior capabilities, with more than enough potential to catch up to ChatGPT.ChatGPT has forced Google to innovate, shaping a new era in Search.Google combining chat and Search is a strategic response to ChatGPT. ChatGPT is a game-changer that introduced a completely new model that may have the potential to chew away at Google's search traffic. In fact, Satya Nadella, Microsoft’s CEO, asserts that each user migration from Google to ChatGPT increases Microsoft's margin. This dynamic raises key questions: Is ChatGPT a genuine threat?Will it persist as a long-term threat?How will it impact the market? To answer these questions comprehensively, we must first understand how ChatGPT operates and directly compare it with Google. How ChatGPT operates ChatGPT essentially digests the entire web, learning and storing the information it encounters to answer queries. Here's how it works: 1. Crawling ChatGPT crawls as many websites as possible, scraping every bit of information. As of now, it has crawled information up to 2021. 2. Indexing It then sorts this data into databases so that it can pull out the information it needs and use it to answer our questions. It's like a digital YellowPages, with everything neatly filed away for easy access. 3. Ranking Next, ChatGPT takes all of this indexed information—some of which may be overlapping, duplicated, or low quality—and ranks it. It compares different sources and determines the accuracy and depth of each. This ranking helps the model discern which information is valuable for learning. 4. Updating ChatGPT continually refreshes its databases to account for changes and updates. 5. Learning With data indexed and ranked, the AI magic happens. The model can learn from it and draw conclusions. 6. Chat We're all familiar with this part. You ask the AI chatbot questions, and it answers, not by pulling up links but by understanding the information and formulating responses. This approach is based on understanding and memory, which sets it apart from a traditional search engine. 7. Feedback loop ChatGPT learns from every interaction. It continuously refines its responses by assessing where answers were sufficient or lacking. This feedback loop is vital to the process, ensuring continuous improvement and preventing the model from providing subpar answers. » Find out if ChatGPT will affect Google's profits. Google beats ChatGPT across the board Aside from learning and answering queries, ChatGPT's functions aren't that different from search engines like Google, a company with a 25-year monopoly dominating 86% of the market. So, how does Google stack up against ChatGPT? 1. Crawling Google excels here, crawling 1.12 billion websites and 50 billion web pages on the internet every day. 2. Indexing Since Google crawls the entire internet regularly, it has unmatched indexing capabilities far superior to any other company, including OpenAI. 3. Ranking Google's Search ranking algorithms are top-tier, with hundreds working in harmony. As evidenced by the quality of its search results, Google outperforms its competitors. 4. Updating Google can almost instantly update news events and surface them in its search results, outperforming ChatGPT's more limited database. 5. Learning Google has incorporated AI into Search for over a decade, according to the latest Google I/O. One of their goals is to implement AI in Search in as many places as possible. While OpenAI may have surprised them with a more advanced model, Google's capabilities shouldn't be underestimated. 6. Chat As with learning, Google lagged in its initial Bard demo but will likely catch up. 7. Feedback loop Google recognized the value of the feedback loop long ago, which is why Google owns at least six products where they can track user behavior with over a billion active users monthly: Chrome, Search, YouTube, Android, Maps, and Google Play. Google invested in these products to be part of the daily routine of billions of people to track user behavior in as many places as possible. While Google is far ahead in terms of development and investment, its competition with ChatGPT mainly lies in learning and responding to queries. If Google hasn't caught up yet, it won't be long. » Explore how ChatGPT is rewriting the rules of content marketing. Google’s new search experience At the latest Google I/O, Google announced a revamped search experience that blends chat with Search, embedding results like products, videos, articles, and locations directly into the chat. It will also integrate chat with image generation and export chat content into Gmail conversations, Google Docs, and Google Sheets. While ChatGPT could potentially develop these features with Bing, Google's superior search capabilities and wide array of integrable products give it a distinct edge. What’s next? We believe Google will emerge as the leader in integrating chat with Search, a major shift largely influenced by ChatGPT. While we don't see ChatGPT as a direct threat to Google, it has undoubtedly prompted Google to innovate. This leads to an influx of new products, services, and features, bringing a new era of Search. However, this shift also introduces a few challenges, such as intellectual property rights and the need to maintain relationships with publishers and the web in general. » Discover the best ways to create content with AI.
Content marketingBrand marketing: Outdated or crucial?Key takeawaysBrand marketing remains an essential part of a comprehensive marketing strategy.A balance between brand and performance marketing is essential for an effective marketing strategy.Evolving consumer behaviors and limited data emphasize the ongoing importance and adaptability of brand marketing. Brand marketing plays an integral role in creating awareness for a brand. According to a Havas Group survey, 77% of consumers choose brands that mirror their values. And a Wordstream survey highlights that brand awareness can boost click-through rates by 2-3%. This shows that branding and metric monitoring go hand-in-hand when evaluating your marketing performance. So, let's see how brand marketing has evolved and how you can leverage it for success. The current brand marketing landscape A brand represents a product, a company, or a person, and it signifies the values it possesses beyond just functionality. Brand marketing aims to educate the public about those values. Scenario: Imagine Apple releases a pair of running shoes tomorrow, incorporating cutting-edge technology to enhance your stride. Regardless of price, would you consider buying them? This hypothetical scenario highlights the importance of brand identity, especially since 59% of consumers favor buying new products from brands they're already loyal to. Apple started with computers and expanded into MP3s, televisions, and more because we understand what the brand represents: innovation, inclusion, and quality. » Find out if AI will really reduce content creation costs. The impact of data on brand and performance marketing In the past, marketers have said: This encapsulates how brand marketing faced challenges due to a lack of financial accountability. However, advancements in data analytics have provided insights into measuring efforts. These include tracking: Website visitsVisitors' on-site actionsConversions This marked the golden age of data. With this information, businesses could evaluate the return on investment (ROI) for both performance marketing and brand marketing. Measuring brand vs. performance marketing Let's break down some key differences between measuring both marketing types. Brand MarketingRequires the identification of unique metrics for assessing effectivenessUses tools like surveys, consumer feedback, sentiment analysis, and customer retentionRequires consistent evaluation and adjustmentPerformance MarketingUses measurable KPIs to show the results of advertising effortsMonitors elements like leads, conversions, sales, and average order valueCustomer information is limited by privacy laws With data privacy rules limiting access to data, brand marketing is back in the spotlight since this reduced data makes it difficult to determine what is working. How brand and performance marketing co-exist Brand and performance marketing should work together to understand the customer journey as a unified process. Brand marketing works to establish awareness, confidence, and value, while performance marketing seals the deal. But if performance marketing pushes sales without maintaining the branding storyline, it could create issues. Scenario: The hypothetical Apple running shoes are advertised with a huge discount. This contradicts Apple's no-discount policy and, therefore, weakens the brand's storyline. This would be a misuse of branding, so while performance marketing can focus on sales, it must maintain the brand's narrative. » Google is changing the way it closes sales. Which type of marketing is more important for businesses? Brand marketing is effective because of the rule of seven, which suggests that a person needs to interact with a brand around seven times before deciding to purchase. This interaction moves through stages of awareness, interest, decision, and confidence. For a new business, whether to focus on performance marketing or brand marketing depends on: Your financial situation: Performance marketing may be cheaper as many analytics tools are built into online platforms, like Shopify. Whereas full multi-platform brand campaigns can get pricey.Time available: Branding is a long-term investment that takes time to generate revenue as you rely on first generating buzz, while performance marketing yields short-term returns. Brands must strengthen their appeal since the internet is saturated with online sellers. For example, Shopify has roughly 4 million live stores. The rule of seven might even be the rule of eight or nine now, as it takes longer for customers to filter through the abundance of information. Ways to measure branding success While it's challenging to pinpoint the direct impact of brand marketing, several indicators can help you gauge your progress. Some goals you may aim for are: Brand recognition: This involves how often your brand is mentioned in various spaces, like news outlets or social media comments. Brand value: You should understand the sentiment surrounding recognition. Some tools can identify sentiment and determine if a post is positive or negative. Successful brands will see increasing positive references over time.Brand equity: This refers to how sentiment translates into tangible outcomes. For instance, proper brand promotion can influence the number of visits to your website, bounce rate, and add-to-cart numbers, which are measurable metrics. » Explore the roles of SEO vs. paid search. 3 aspects to consider when strategizing brand marketing Every company should consider branding, but who should invest the most in it depends on several factors. Assuming financial obstacles aren't a problem, you need to question whether a strong brand can genuinely make an impact. This involves the following: 1. Understanding your competition If you're in the tech sector competing with a giant like Apple and your brand values align with theirs, it's unlikely you'll be able to convert consumers to your product. Plus, if yours is more costly, the chances of consumers choosing you over an already-established brand are low. However, if yours costs less and you manage to incorporate that into your brand messaging, then you could carve out a niche. 2. Emotional weight If your product or service caters to emotional buying, like jewelry, investing in brand marketing will help get your message out. But for more functional products, like medical supplies, branding may play a less significant role. However, there are exceptions. For instance, pain relievers can be an emotional purchase as all products are similar, and the choice often boils down to brand preference. 3. Branding sentiments If you're a sustainable jewelry brand, emphasizing this in your brand message might be less effective if sustainability is not a top concern for your potential customers. In this case, investing heavily in branding may not be the best decision right off the bat. Similarly, if you're a non-sustainable meat replacement brand, it might not be wise to focus heavily on branding, given that sustainability is a key decision-making factor in this market. Here, it may be wiser to focus marketing on functional attributes, like taste similarity to real meat. » Learn how to perfect the conversion funnel. Build a brand from your values Ultimately, brand marketing is here to stay. It's the driving force behind creating awareness and value for a brand. Limited data availability and evolving consumer behavior present new avenues, like user-generated or personalized content, for brand marketers to reach an audience. Understanding the importance of brand building, its impact on customer decision-making, and how it directly impacts and links with performance marketing are key to staying competitive in today's ever-changing market.