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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
Amanda Smith (00:00):
Amanda Smith in an industry chasing scale and speed. Rachel Rizzuto is betting on something else. Humanity. As director of marketing at gadel Net Consulting Services, Rachel leads with a really clear point of view. AI is powerful, but people are the ones who really build trust, so she's really helping her team create smarter content faster by combining automation with deep subject matter expertise, because without that little magic ingredient, it's worthless. The end goal for her isn't volume. Although consistency is an important piece, it's value. So of course I texted her with the question, how are you building trust in a world full of noise and distraction? Here's what she had to say.
Rachel Rizzuto (01:04):
Your call has been forwarded to an automatic voice message system. At the tone, please record your message. Hey, Amanda, I'm sorry I missed you. So now you're going to get a really long voicemail response from me. I think my response to how we're building noise is going to be a little counterintuitive because it's doubling down on everything we've always done. There is a quote floating around online that our former CEO used that we are a technology services provider whose medium for providing service is humans. And so with all of the noise of ai, we are really kind of doubling down on the human factor. We are really looking to use the efficiencies that we gain from AI and the time savings to reinvest that time in real life events. So we are trying to get our experts in front of an audience so that our stakeholders, our clients, our prospects, our team really knows that there will always be a human supporting them.
(02:13):
And the other thing we do is, again, it's something we've always done. We're making sure we're really mindful about the content that we put out in the world. We want it to be value added. It's not just about driving clicks or being able to point to all of the things that we've written. We really want every blog post, every social media post to resonate with our stakeholders. Again, I think the way we've really sort of put our hands around AI is making sure that we put the human on front. The ultimate quantifier will be sales and revenue and just really the interactions that we have with clients, making sure that our clients know that they can pick up a phone and talk to a human. We value their feedback. The other component is just how are they involving our humans in their day-to-day operation? So are we going into their office to train their team on how to safely, securely, and sustainably use AI to gain more efficiency in their role?
(03:20):
I think that's really how I'm measuring it, is just how much additional engagement do we get from our clients because they're able to free up this time using automation and gen ai. Professionally, we really have used AI to speed up the time to publish. It's a collaborative effort between marketing and our internal experts. I'm a marketing expert. I could write about cybersecurity all day, but we have an entire team of cybersecurity experts who have trained, they have certifications, they have so much institutional knowledge that nobody wants to hear from me. They want to hear from the experts. The flip side of that though is their time is really valuable because cybersecurity is real and important component to running a business or a nonprofit or really everyone should be concerned about cybersecurity. We use AI specifically to help speed up that time to publish. Instead of me interviewing an expert writing an article, handing it back, it's really much more, Hey Rachel, we're seeing this increased trend in unpaid toll scams, and we want to make sure that our clients not only know what that is and what to look for, but how should they react?
(04:44):
What are best practices? When should they contact us? They've already sent me a really great start so I can get started on that article and then work with them and they could say, oh, yes, this is right. You forgot to mention this. Let's switch this around. And a process that might've taken 10 days to two weeks now can take just a couple of days. And so we're really getting value added content to our users or our audience. Faster. Humans are an essential part of technology. My husband and I were talking about this just a couple of weeks ago. What we're seeing now with AI is so much like what it was like when companies introduced computers into their everyday work, but it was always going to take a human to be able to make that transition smooth and figure out how we're best going to use this tool, this technological tool to improve our business, our lives, and our work. Thanks for sticking with me as I talk about this topic that I'm really passionate about. Amanda, if you have any questions, you're more than welcome to reach out to me, but have a great day.
Amanda Smith (06:07):
Thank you for listening. Want your podcast to do more, subscribe to Genius Cuts because it's never just a podcast.