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Interviews with top marketers sharing tactical tips, strategies, and lessons learned to help you grow your business. Hosted by Dave Gerhardt, founder of Exit Five, former CMO, and author of Founder Brand. Learn more at exitfive.com
Dave [0:00:01]: You're listening to The Dave Gerhardt Show.
Dasha [0:00:17]: What is dave Are we live?
Dasha [0:00:19]: Is this thing on?
Dave [0:00:21]: I don't know.
Dave [0:00:21]: She's said don't talk.
Dasha [0:00:23]: Do you like you're still lovingly look at each other?
Dasha [0:00:25]: Hey, Dave.
Dave [0:00:28]: I'm live right now, Burlington Vermont.
Dave [0:00:30]: I'm here at this space that I work out of called Hulu Where are you at right now?
Dasha [0:00:34]: I am in Ottawa, Ontario in my lovely home office.
Dasha [0:00:38]: Actually, Dave said that my backdrop does not reflect my personality well.
Dasha [0:00:43]: So if you have cooler ideas for my backdrop.
Dasha [0:00:45]: If you're like, off, her backdrop should actually look like this, please.
Dasha [0:00:48]: I'm accepting tips.
Dasha [0:00:49]: Just Dm me on Linkedin.
Dave [0:00:51]: I wasn't trying to match the personality.
Dave [0:00:53]: I don't...
Dave [0:00:53]: You know, We're not...
Dasha [0:00:54]: Back read your message.
Dasha [0:00:55]: You're like, hey, your personality in back drop don't line up.
Dave [0:00:59]: Well, I'm gonna see you for real in two weeks and we'll hang out more in person at driving?
Dasha [0:01:02]: And then you can Well, that would be...
Dasha [0:01:04]: That's actually great team bonding.
Dasha [0:01:05]: Spend, like, a week with someone and then tell them what backdrop they should have.
Dave [0:01:08]: We did hook you up with the proper mic.
Dave [0:01:10]: And do you have your headphones in today?
Dave [0:01:11]: Do you have the...
Dasha [0:01:12]: Okay.
Dasha [0:01:12]: Admin them in No.
Dasha [0:01:13]: I couldn't figure out the headphones, one thing at a time.
Dasha [0:01:16]: But if you're, like, whoa, she sounds amazing.
Dasha [0:01:18]: Dave did hook me up with a Sure.
Dasha [0:01:20]: I'm a legit podcast or no.
Dave [0:01:22]: Alright.
Dave [0:01:22]: So anyway, we're excited to be here.
Dave [0:01:24]: Dave.
Dave [0:01:24]: That's Dash.
Dave [0:01:25]: As she said, We do these twice a month.
Dave [0:01:27]: Exit Five live.
Dave [0:01:28]: It's become real thing, you know, while we're hot in the streets right now.
Dave [0:01:31]: Hot on Linkedin, hot in social media, I actually never seen so many people watch a webinar replay after this.
Dave [0:01:37]: I think we're really onto something with this format.
Dave [0:01:39]: I'm super excited.
Dave [0:01:40]: To be here in doing this today another Friday back here in my little space, and we've got six B2B marketers joining us to share how they still write content for humans, but with the help of Ai, this is an important topic because, look, You're not gonna not use Ai, but it's, like, what's the bar?
Dave [0:01:56]: What's the line here?
Dave [0:01:57]: How do we use this?
Dave [0:01:58]: I think we're all feeling, like, over fed with stop, but at the same time smart marketers are finding ways to use Ai to actually make content, but not make it suck?
Dave [0:02:07]: And that's what we're gonna talk about today.
Dave [0:02:08]: So the format is each speaker gets five minutes to walk through a specific play.
Dave [0:02:12]: This is one tactical specific example.
Dave [0:02:15]: So this what I want you to use to judge them on.
Dave [0:02:16]: Is this play that they had.
Dave [0:02:18]: They're gonna have two minutes of Q and A with us and you, so questions in the chad will organize all them, producers Marissa and Maria, backstage organizing all that stuff and making this happen.
Dave [0:02:26]: And at the end, we're gonna vote on which play that you are most likely to put in action.
Dave [0:02:31]: I want you to vote today for not who the most charismatic or crazy speakers.
Dave [0:02:35]: I want you to get listen to the facts.
Dave [0:02:37]: Listen to the examples, pick the one play that you would actually wanna put in for your business.
Dave [0:02:42]: That's what we wanna get into Dash.
Dave [0:02:43]: Did I miss anything before I do my little spiel here.
Dave [0:02:46]: Did I miss anything?
Dave [0:02:47]: Or we good to go here?
Dasha [0:02:49]: I think we are good to go.
Dasha [0:02:49]: Perfect.
Dave [0:02:51]: Alright.
Dave [0:02:51]: Perfect segue anyway.
Dave [0:02:52]: So before we get into today's session, I wanna give you a quick shout out to our sponsor for this episode of Exit Five live, hottest webinar in the game and right now, shout to mark up Ai.
Dave [0:03:01]: Ai has made it really easy to produce a lot of content, but producing content fast and producing content that's published ready, m not the same thing.
Dave [0:03:09]: And by publish ready, I mean, it actually follows your brand guidelines.
Dave [0:03:12]: It sounds like you.
Dave [0:03:14]: That's a big thing for me, personally.
Dave [0:03:15]: And it's a good fit for your audience and isn't Ai s.
Dave [0:03:18]: That's the thing.
Dave [0:03:19]: Mark Ai fixes that.
Dave [0:03:21]: It sits in your content creation workflow scanning and scoring your content against your brand voice, preferred terms and messaging standards before anything goes live.
Dave [0:03:28]: Mark Ai even checks for Ai visibility best practices.
Dave [0:03:31]: It works directly inside Google Docs, Hallelujah.
Dave [0:03:34]: So there's no extra tool or hand off.
Dave [0:03:36]: Stop publishing Ai content and that's generic off brand or un unfavorable check out markup dot Ai.
Dave [0:03:41]: You're always putting your best stuff out there C stash over to you kid.
Dasha [0:03:47]: Alright.
Dasha [0:03:47]: Let's introduce our amazing lineup.
Dasha [0:03:50]: Producer Marissa.
Dasha [0:03:51]: Can we get the seven top, please?
Dave [0:03:54]: Seven top send it We're working with Zoom.
Dave [0:03:56]: I'm actually branding as an actual feature.
Dave [0:03:57]: I will gonna send Kim a message and see if we can make this a real name.
Dasha [0:04:01]: Alright.
Dasha [0:04:01]: If you've ever wondered what is the seven top?
Dasha [0:04:02]: You're looking at it right now, please welcome our lineup of six amazing marketers.
Dasha [0:04:06]: These are people not in stem.
Dasha [0:04:09]: They are people in m.
Dasha [0:04:10]: Chris Holly, Meghan Jenny, Dan, and Amanda, Chris, why don't you quickly introduce yourself.
Kris [0:04:16]: Hi.
Kris [0:04:16]: I'm Chris Turner.
Kris [0:04:17]: I run content marketing getting at tech metric.
Kris [0:04:19]: I am a team of one.
Kris [0:04:21]: And using the methodologies I have put in place.
Kris [0:04:24]: I've been able to increase blog views seven hundred percent since I joined the team in March.
Kris [0:04:28]: Flex?
Dasha [0:04:31]: Holly.
Dasha [0:04:31]: Hey, everyone.
Dasha [0:04:32]: I'm Holly and
Holly [0:04:33]: thinking VP of Marketing at Market Ai coming you from Indianapolis.
Holly [0:04:36]: It excited to be here until a little bit more about everything we're doing outside of the prompt for our content to make it resonate.
Dasha [0:04:42]: Love it, Megan?
Dasha [0:04:43]: Hi
Meghan [0:04:45]: everyone.
Meghan [0:04:45]: I'm Megan Cook on, director of Brandon into demand marketing at in Intensify and Boston based.
Meghan [0:04:50]: A at Hard content marketer.
Meghan [0:04:51]: Built a twenty three step Ai agent that automate our Ae content from topic to work press draft and boosted at our L visibility.
Meghan [0:04:59]: Love it.
Meghan [0:05:00]: Jenny?
Jenny [0:05:01]: Hey, everyone.
Jenny [0:05:02]: I'm...
Jenny [0:05:02]: Jan Cup paula, I'm the senior director of brandon Content at Bit.
Jenny [0:05:07]: I'm out the suburbs the Boston so we should connect later.
Jenny [0:05:10]: I'm super excited to chat about turning original insights and data into a content differentiator for your brand.
Dasha [0:05:17]: I feel like your backdrop represents your personality.
Dasha [0:05:19]: That's my info.
Dasha [0:05:20]: I like how colorful it is.
Dasha [0:05:21]: Dan, over to you.
Dan [0:05:23]: Hey, everyone.
Dan [0:05:23]: Head of Mark getting at fund, enjoying venture studio, calling to you from the inside of a lake here in beautiful poking Pa.
Dan [0:05:30]: And looking forward to chatting about how I've been using Claude to make good content faster and drive alignment with the internal stakeholders.
Dasha [0:05:38]: Round us out, Amanda, Or are.
Amanda [0:05:41]: Hi, friends.
Amanda [0:05:42]: I'm an Amanda Natividad.
Amanda [0:05:43]: I am chief evangelist over at Spark toro, the audience research tool.
Amanda [0:05:47]: And I will be talking about using Ai to help you think better, research things, learn better, and I'm also author of the forthcoming book zero click marketing where there is a chapter on Ai, but that's not repurposed for here.
Amanda [0:06:02]: This is brand new stuff.
Amanda [0:06:04]: And unfortunately, this backdrop does represent personality, so take back for what you.
Amanda [0:06:10]: Your couch looks sick.
Amanda [0:06:11]: I think that's sick.
Amanda [0:06:13]: There's legos in the corner.
Amanda [0:06:15]: By the way, if you have little kids, know that you can, like, build up that strength to not be in pain when you step on legos, they don't hurt me anymore.
Dave [0:06:25]: Hey It's big of you.
Dave [0:06:26]: Little Tony Robbins walk on the legos.
Dave [0:06:29]: Okay.
Dave [0:06:30]: Good.
Dasha [0:06:31]: Alright.
Dasha [0:06:31]: Dave.
Dasha [0:06:31]: Tell us what happens if someone wins this thing.
Dasha [0:06:34]: If you are not the most charismatic, but have the best play of the day, What is in it for you?
Dave [0:06:40]: Yeah.
Dave [0:06:40]: So we're actually rolling out a new prize.
Dave [0:06:42]: Where if you win, I'm gonna go stay your house and watch your kids for a whole week, and we're gonna video it for Linkedin.
Dave [0:06:49]: No.
Dave [0:06:49]: The winner gets, I thought we had a slide for this.
Dave [0:06:51]: I don't know where it is.
Dave [0:06:52]: You get the world famous Exit Five live trophy.
Dave [0:06:56]: We actually engrave a trophy and send it to your house, which you can display there on one of your books shelves or, you know, Dan when you get back from the Poc o's, you can put it in your office.
Dave [0:07:05]: If that's you.
Dave [0:07:06]: Amanda, you could put it right there.
Dave [0:07:07]: Jenny got spot on the shelf I see right there.
Dave [0:07:10]: Plus an Exit Five swag box.
Dave [0:07:12]: And then I think the biggest one is our newsletter has really been awesome.
Dave [0:07:15]: Our newsletter has been crushing it lately.
Dave [0:07:16]: I think people really want real examples, real stories from B2B marketers and so You'll get featured in our newsletter, sixty three thousand people get that every single week.
Dave [0:07:26]: Will blow up your Linkedin by featuring you in that newsletter.
Dasha [0:07:30]: Alright.
Dasha [0:07:30]: Let's get our first speaker up here.
Dasha [0:07:32]: Shall we?
Kris [0:07:34]: Yeah.
Kris [0:07:34]: Let's do it.
Kris [0:07:34]: Alright, Chris.
Kris [0:07:35]: Chris Turner, Tech Matrix set us off.
Kris [0:07:37]: Yeah.
Kris [0:07:38]: Hi, everybody.
Kris [0:07:38]: I'm Chris Turner, I lead content marketing efforts at tech metric.
Kris [0:07:41]: I am a team of ones.
Kris [0:07:43]: So Ai is pivotal to the work I do and just to preface all of this I classically trained as a newspaper reporter.
Kris [0:07:51]: So the way I think about Ai workflows is very old school like, content production workflows from, like, back in the day.
Kris [0:07:58]: So as I move through this, just keep in mind these are based in the oldest of traditions.
Kris [0:08:02]: With Ai, one of the best things I tell to people is input equals output.
Kris [0:08:07]: If you are really organized, have a sound strategy, have all of your research and information compiled, that makes Ai.
Kris [0:08:14]: Able to create content that is on point speaks to what you're trying to do and is of interest to the customer.
Kris [0:08:21]: That is pivotal.
Kris [0:08:22]: I also say iteration is key.
Kris [0:08:24]: You're not going to have a perfect pass on anything on the first time.
Kris [0:08:28]: This isn't magic.
Kris [0:08:29]: It's technology.
Kris [0:08:30]: So iterate, iterate, iterate L the ai, what you want it to do and get your content there.
Kris [0:08:36]: One of the other things I am an evangelist of is setting up specific agents for a designated needed purposes, we'll get into that a bit on the next slide.
Kris [0:08:43]: But super important.
Kris [0:08:45]: Also, loading your Ai with all relevant information.
Kris [0:08:48]: Again, it doesn't know your brand, your standards, the proof points you use how you speak to customers arming it with that will give you a better result.
Kris [0:08:56]: And again, creating specific instructions for each agent, totally important.
Kris [0:09:01]: Be specific, not general with everything you do with Ai, because, again, if it doesn't know it may hall.
Kris [0:09:07]: And then one thing I've done is built in act, actual self reviews in all of my Ai tools.
Kris [0:09:12]: So it can evaluate the content at writes, let me know if there's anything missing or what needs to be worked on, and then I can evaluate that from an editing standpoint as opposed to a drafting content creation standpoint.
Kris [0:09:23]: Joel What this all makes possible is creating content at scale, really amp up your efforts once you have your strategies laid down, you can basically build out now a digital team below you to work on the various content functions from blogs to industry articles.
Kris [0:09:38]: To executive content, all that kind of stuff.
Kris [0:09:41]: You can also connect your Ai to your Cms.
Kris [0:09:44]: Everything is easily uploaded and enables you to move things more quickly, And then obviously, one thing I've been doing with it is creating Cta that speak to content specifically to drive
Jenny [0:09:56]: more Sq.
Jenny [0:09:56]: And then for
Kris [0:09:58]: the Ai agents I've created things that I find very useful are creating a general content marketing producer trained on your brand, to write a variety of content ranging from short articles long form pieces or research.
Kris [0:10:10]: Another thing I've created is a blog writer.
Kris [0:10:13]: It's trained on the brand connected to Hubspot and write Sonic pulls in all that great L back data, so we're creating content that resonates on the air, both where we're strong and when we're weak as a business.
Kris [0:10:25]: Another tool I created is what's called a content prospect and outreach tool, which crawls our content that we created as a business.
Kris [0:10:33]: Through our customer results framework and then can tee up comm for prospects and customers or our Sdr to create communications that are more on point and speaks specifically to the customers we're trying to reach And then I also have just created this week industry article writer to write more industry related content, things that are not necessarily brand specific but speak more to the auto repair industry.
Kris [0:10:56]: For the rest of the year, I'm looking at creating a social media producer with our social media leader, and then also looking at some type of voice.
Kris [0:11:03]: It's a stuff for rep content for executives.
Kris [0:11:06]: Then in a nutshell, the future is now.
Kris [0:11:09]: Ios always they talk to Ai like it's a starship computer if you've ever watched Star trek, how they talk to the computer and have it hone and give it specific instructions.
Kris [0:11:17]: It's the same way with talking to Ai.
Kris [0:11:19]: Give it clear parameters for what you want it to do, and it will return a better result than something that is loose or flimsy.
Kris [0:11:26]: Hook get up with the right tools and databases.
Kris [0:11:28]: So again, it has all of that information on the back end to create content and really think about what you're doing and make data driven decisions versus decisions that you just think as a human being.
Kris [0:11:39]: Don't be afraid to make mistakes.
Kris [0:11:41]: Nothing is ever perfect the first time in Ai and iterate, iterate iterate.
Kris [0:11:46]: Always keep iterating with everything you do to get it where it needs to go and also teach the Ai when you're doing that.
Kris [0:11:52]: Say, I want you to do x.
Kris [0:11:54]: Not y next time.
Kris [0:11:55]: Remember this.
Kris [0:11:56]: You can also create style notes for the instructions on the back end.
Kris [0:11:59]: But in a nutshell, these are the rules and procedures I use to scale content.
Kris [0:12:04]: And like I said, we've been able to increase blog traffic seven hundred percent since I started in March.
Kris [0:12:09]: So you have been really successful, and I'm super proud of everything We've been able to do here.
Dasha [0:12:15]: Amazing with two seconds to spare.
Dasha [0:12:18]: You've got your academy music.
Dasha [0:12:20]: Lovely.
Dasha [0:12:22]: I'm going to read out a question from the chat?
Dasha [0:12:25]: I wanna double click on.
Dasha [0:12:26]: When you say you're iterating with your agents, what process are you talking about are you sending your edits back to the agent, like, what is your process for iterating and making sure your agent is not producing slot.
Kris [0:12:40]: So I will go through a paragraph by paragraph and actually edit in the Ai with the agent giving it instructions as if I had a junior writer sitting next to me and I was talking to them.
Kris [0:12:50]: That is how I talk to the Ai.
Kris [0:12:52]: Treat it.
Kris [0:12:53]: Like, it is literally a writer working on a piece something like, hey.
Kris [0:12:56]: You're too loose here.
Kris [0:12:57]: You need to tighten this up.
Kris [0:12:59]: These facts don't necessarily align with what we're trying to say, or, hey, our customer results framework needs to be featured here and you really need to tighten this up.
Kris [0:13:07]: So again, when I go through and talk to the Ai, it's really giving it a strategic point of view that it may not have necessarily from what it knows.
Kris [0:13:15]: But again, I'm acting as the editor to get it on point.
Kris [0:13:19]: That makes sense.
Dasha [0:13:20]: That makes a ton of sense.
Dasha [0:13:21]: Dave if you got anything or should I keep going here?
Dave [0:13:24]: I think it's a refreshing to hear that because I think, like the very Jv level to do this is to just, like, have Ai just, like, right...
Dave [0:13:29]: Yeah, One shot at a blog post.
Dave [0:13:31]: It's like, cool.
Dave [0:13:31]: Now you have a shitty blog post, but, like, the way that Chris is using it is like, that's the creative companion and it's like, anytime I've made a mistake in hiring agency hiring a contractor or freelancer or whatever.
Dave [0:13:41]: It's kinda always been on me because I didn't write a good enough brief, and I like to take that mindset with, like, how we work with these Ai tools.
Dave [0:13:47]: It's like, ask a better question and you'll get a better answer.
Dave [0:13:50]: And I think if I showed you how...
Dave [0:13:52]: Yes, I'm using Ai to, like, write a bunch of copy.
Dave [0:13:54]: But if I actually showed you how much I'm putting into the back and forth than the editing and the prompt thing.
Dave [0:13:59]: Like, there's a lot.
Dave [0:14:00]: There, and that's kind of the secret sauce, and so I'd like to hear
Kris [0:14:03]: that absolutely.
Kris [0:14:03]: There from Chris.
Kris [0:14:05]: And, Dave, that's, like, hitting it right on the head.
Kris [0:14:07]: I am a person who begins the process, and I am a human being who ends the process.
Kris [0:14:11]: So Ai comes in the middle, but I am steering the process from beginning to finish so that No s is coming out.
Dave [0:14:18]: No s.
Dave [0:14:18]: Good job Chris.
Dasha [0:14:19]: No s.
Dave [0:14:20]: Alright.
Dasha [0:14:21]: You'll notice all of the speakers are wearing black because death to s.
Dasha [0:14:24]: Alright.
Dasha [0:14:25]: Holly.
Dasha [0:14:25]: I'm gonna reset timer here.
Holly [0:14:29]: Alright.
Holly [0:14:29]: I'm ready for this timer.
Dasha [0:14:31]: Five four three two one.
Holly [0:14:32]: Let's let's go.
Holly [0:14:33]: Okay.
Holly [0:14:34]: So I'm gonna talk about everything that we're doing with our content.
Holly [0:14:37]: Before the prompt and after the prompt, I like what Chris said, what that looks like for us.
Holly [0:14:41]: So a little bit of level setting first of all here.
Holly [0:14:43]: So Market Ai gonna be recently rebranded, which means our awareness is low and we've got a lot of rebuilding we need to do.
Holly [0:14:49]: We are also a startup up that's selling content quality tools to content marketers.
Holly [0:14:53]: So we have an Ic that can spot A swap in two seconds flat.
Holly [0:14:57]: So shipping mediocre content for us is simply not an option.
Holly [0:15:01]: We also though are in this time where Ai search is really changing the game, and there's a certain amount of needing to feed the machine that we feel behold to, but at the same time, that cannot let us be a reason to put something out there that we feel like we can't stand behind and doesn't actually serve our audience.
Holly [0:15:16]: So the True North that we have for the content that we're creating is that everything we publish even if our goal is really just to be cited by an L.
Holly [0:15:24]: Ask deliver real value to an actual person who's doing content marketing, and the ethos that I have around this is that we are too small of a team with entirely too much to do to spend even a second on content that isn't actually serving our target audience.
Holly [0:15:37]: So let me walk you through a little bit of the workflow that we have.
Holly [0:15:42]: And you can see here I've sort of mapped out where we have the human in the loop elements where we're using Ai, like a lot of teams, you know, in this draft stage.
Holly [0:15:49]: We've got a really great prompt in project and cloud that we love that we call Mark Pen that we're using to generate the content, but I specifically wanna talk about the human effort that's going in at the idea stage and then the Ai tools that we're using in the review stage to help us with our content.
Holly [0:16:05]: So on the ideas side, what's going in.
Holly [0:16:09]: We use this, you know, pre standard customer lifestyle framework mark to help us make sure that we are creating the first content across this whole funnel.
Holly [0:16:17]: It can be really easy when you're using Ai to help you generate ideas and generate content to get really stuck in one of these, and then you're really missing opportunities with audiences who are falling in other parts of this funnel.
Holly [0:16:30]: So we are admittedly really focused on the first three here, but keeping this frame of reference really help us ensure that we're meeting the needs of the audience that we're trying to reach and is deserve great sort of guiding light for us.
Holly [0:16:40]: And then we have, you know, our internal expertise, keyword research that we're doing.
Holly [0:16:44]: We've got a great partner on the SEO side with visible.
Holly [0:16:47]: And then obviously, using Ai to As well.
Holly [0:16:50]: To but having that framework for us really does a lot in just keeping us honest of are we really meeting the needs of the audience and putting content out there that's help answering the questions they care about.
Holly [0:16:59]: Now, I'm gonna talk about the review side of things and admittedly, I am the VP of marketing at Market Ai.
Holly [0:17:05]: I'm to tell you how we use Market Ai to actually help us with the review part of our content.
Holly [0:17:09]: And I'm telling you this because it has really changed the way that I review my content once it's created.
Holly [0:17:14]: I think we have all been in that, like, vibes only sort of review of, like, I'm doing the manual check I feel like, you know, it's met the mark, the vibes feel right, but I can't necessarily, like, categorize what that is or feels like.
Holly [0:17:28]: Mark Ais ai is really trying to help me prove that review process so that I can look at my content through a couple of the lenses that I really care about.
Holly [0:17:35]: And in addition to my own manual review helping me get really guided in line edits around things like brand boys, the personas that we're trying to talk to you.
Holly [0:17:45]: Are all of the links that we put in the content actually working and pointing to the things that we think they're pointing to you, Have I written paragraphs in a way that if they get pulled out of context, because they're still gonna make sense.
Holly [0:17:55]: And rather than going to claude and saying, hey, rewrite all of this for me in my brand voice.
Holly [0:17:59]: I've already done the work of getting my content out.
Holly [0:18:02]: I've done some review, like, I want really specific feedback about what I'm creating.
Holly [0:18:05]: And this gives me that, and I can use it in my Google Docs, or I can use it in Cloud as well and be specific about the types of feedback I wanna get and what I care about for that particular output.
Holly [0:18:16]: Now, let me tell you how we know that this is working for us.
Holly [0:18:19]: Being able to be focused on both that human side and on the Ai side.
Holly [0:18:23]: This is a quote that we had from a prospect call last week who un prompted told us that our CEO was working because he had been searching in Ai found a blog post that really resonated with him.
Holly [0:18:33]: Went to the website signed up for the product.
Holly [0:18:35]: It got on a call with our sales team and shared this feedback, which is exactly the type of validation you would hope to get.
Holly [0:18:41]: But the data tells us a similar story as well.
Holly [0:18:43]: We've seen a thirty two percent increase in the engagement rate on our organic traffic in the last month And when we share our content through third parties, we see a sixty percent plus engagement rate on that content and people spending several minutes on our site either on other blogs or on other parts of our pages.
Holly [0:19:00]: So that tells us that content we have is resonating that people are spending time with it and not just bouncing.
Holly [0:19:05]: So I'm excited to have share this with all of you.
Holly [0:19:08]: Thank you so much.
Holly [0:19:08]: If you wanna give it a try, you can scan the Qr code or you can go to markup dot.
Holly [0:19:12]: Hey.
Dave [0:19:13]: Let me do this sound.
Dasha [0:19:15]: Yeah.
Dasha [0:19:15]: This style.
Dave [0:19:16]: The Work like that?
Meghan [0:19:17]: Oh, there it is.
Dave [0:19:18]: There is.
Dasha [0:19:19]: K nailed it.
Dave [0:19:20]: Sound.
Dave [0:19:20]: Dasha you go first.
Dasha [0:19:22]: Yeah.
Dasha [0:19:22]: I am curious.
Dasha [0:19:24]: I think, like, in an Ai world, we can generate content so quickly.
Dasha [0:19:28]: I would be curious if your time is a pie, what percent of the time is going towards updating existing content that you already spent the time writing versus net new, and the increase like, you've obviously seen that your Geo is working is that through old that's been updated.
Dasha [0:19:47]: Is that net new?
Dasha [0:19:48]: How are you thinking about where your time is going?
Holly [0:19:51]: Yeah.
Holly [0:19:51]: So we are spending a lot of time on net new.
Holly [0:19:53]: But what your point about reviewing old content is certainly relevant.
Holly [0:19:56]: Is part of the re brand.
Holly [0:19:57]: We also changed our Ic, So I had a lot of content that was speaking to a slightly different audience that we've needed to update and review over time, and our previous band had been around for twenty years, So that's a lot of content to review.
Holly [0:20:09]: So we're able to look at that at scale and go back and make updates of things.
Holly [0:20:13]: That's where our a SEO partner has really been valuable to us as well helping us focus on the content that's actually still relevant for us and not wasting time on content that isn't going to help us at all.
Holly [0:20:22]: But where we see valuable traffic and where we see an opportunity to still leverage that content in a way that's meaningful being able go back and review that content over time has been super helpful.
Holly [0:20:31]: But I would say we have a pretty good balance between what we're trying to create.
Holly [0:20:34]: That's net new and meeting the moment, but also, like, making sure that everything we have out there is still accurate and consistent.
Dave [0:20:41]: I got one.
Dave [0:20:42]: This is a question from our chapman maria just res resurfaced for us, but how do you push back on the business if they're essentially asking for checkbox box content.
Dave [0:20:48]: We need more or this.
Dave [0:20:50]: We need more that, just kinda making content for the sake of content.
Holly [0:20:53]: Yeah.
Holly [0:20:53]: I have this conversation a lot, it can feel really easy, especially for someone to come in and say, yeah, We just need to publish a whole lot of blog posts.
Holly [0:21:00]: Like, sure that may serve certain purposes.
Holly [0:21:03]: But at the end of the day, like, we are still a business of people selling to other people and the people that we wanna talk to you are the people I want to read the content.
Holly [0:21:10]: So that does, like, may serve one end goal, but not really all of it for me.
Holly [0:21:15]: So.
Holly [0:21:16]: I write that off.
Dasha [0:21:17]: Thank you, Holly.
Dasha [0:21:18]: Lots of good questions for Holly, and Chris.
Dave [0:21:21]: Our in the chat
Dasha [0:21:22]: also the chat get the chat.
Dasha [0:21:24]: I'm going try get in the q and a.
Dasha [0:21:25]: And then there are some questions to, like, share your prompt.
Dasha [0:21:28]: All of that is great to do in the community because you can copy paste.
Dasha [0:21:31]: It's great.
Dasha [0:21:32]: Next up, we've got our speaker Megan.
Dasha [0:21:34]: Study.
Dave [0:21:36]: Mh.
Dave [0:21:36]: Hello, Megan.
Meghan [0:21:38]: Nice to be here.
Meghan [0:21:39]: Dave Donna.
Meghan [0:21:40]: Okay.
Meghan [0:21:41]: I think we're ready to go.
Meghan [0:21:42]: I'm Meghan.
Meghan [0:21:43]: I'm currently the director of brand demand marketing at intensify Like I said I grew up in content marketing, so I just will always believe great content is the heart and soul of your brand and demand campaigns, and I can't be convinced otherwise.
Meghan [0:21:55]: So ad intensify, our super superpower is building content by marketers for marketers.
Meghan [0:22:00]: We pressure test on solutions.
Meghan [0:22:02]: We try to be our own best customer.
Meghan [0:22:04]: We build the How to guides, the playbook looks like, as we go.
Meghan [0:22:07]: And we're definitely using Ai to help during that process.
Meghan [0:22:10]: But I took a slightly different route for today's play because, like, one of the hardest things we do as marketers says prioritize.
Meghan [0:22:17]: And so whether we're in a session like this or we're scrolling Linkedin, we might feel, like we're playing catch up or we need to be two steps ahead.
Meghan [0:22:25]: And so when I think back to, like, our how two guys and our bread and butter.
Meghan [0:22:29]: I wish those would get our brand discover.
Meghan [0:22:31]: But we do have a gap and they're a great offer for our page strategy, but they don't do much for organic visibility.
Meghan [0:22:37]: So we know we can win people over once they get.
Meghan [0:22:39]: So us know about us, but we also need to win in the Ai space.
Meghan [0:22:42]: So my play is an automated Ai agent that creates web content not for the people to browse, but for the L to crawl and incite an Ai responses.
Meghan [0:22:51]: So by automating that piece, it frees up my small team to get back to the human content.
Meghan [0:22:56]: So outsource the robot content, keep the human content.
Meghan [0:22:59]: Here's what the agent looks like.
Meghan [0:23:01]: So it looks like at a back end.
Meghan [0:23:03]: I'm gonna let the screen reporting run because it's too complex capture in one screenshot, but where the human elements come in is that I can plug in the exact breeze from our product marketing team all the details included.
Meghan [0:23:15]: I can also build out a knowledge base that the agent needs more source documents and our brand guidelines are baked into.
Meghan [0:23:21]: There are twenty three steps in this very linear agent.
Meghan [0:23:24]: It took a real lift to set up up upfront, but now it runs by itself.
Meghan [0:23:28]: So the flow is it's research then writes, it gathers competitive and keyword evidence about a topic, compiled into a content brief and then writes a full article from that brief, creating a wordpress draft ready to go.
Meghan [0:23:40]: So although go through some of the nodes here.
Meghan [0:23:42]: Up top, I have research nodes, so it's pulling from four sources.
Meghan [0:23:45]: We have profound citation pages for the topic, which pages l they're citing and why Google Start results, what's actually ranking.
Meghan [0:23:54]: Keyword ideas filtered down to the usable set and perplexed search feeding the Faq writer.
Meghan [0:24:00]: And so if I didn't say this already, this agent is built on profound.
Meghan [0:24:04]: So we've been using it since January.
Meghan [0:24:06]: It's our Aa tool I can drag and drop the nodes from a library of available sources, tweak the inputs and un string them together with a series of L prompts.
Meghan [0:24:14]: After the research stage, we have our s sizing nodes.
Meghan [0:24:19]: So instead of dumping all of that evidence into one Prompt.
Meghan [0:24:22]: We run separate L prompts that organize the findings piece by piece.
Meghan [0:24:26]: So chunking it in this way, it makes it a lot easier to troubleshoot when a node fails.
Meghan [0:24:31]: Because if anyone's built an asia, like, a very easy for that to happen and you're always trying to figure out what growth in the process.
Meghan [0:24:36]: For example, one node will find Au opportunities, the gaps are missing, another builds the page outline to the structure before the full article gets room.
Meghan [0:24:47]: And then next comes, the writing notes.
Meghan [0:24:50]: One l node put it all together.
Meghan [0:24:52]: And reads the brief, the outline the Faqs and the internal linking opportunities.
Meghan [0:24:57]: And finally, perhaps the most underrated integration is that it will automatically populate draft in wordpress for me.
Meghan [0:25:04]: And often, I mean, if is a copy paste from a doc, but you're not, like, pulling it from cloth to put in a word doc, upload.
Meghan [0:25:11]: It will be there waiting for me.
Meghan [0:25:13]: It looks like there's a profound draft to had it set up that way.
Meghan [0:25:16]: There are a few final formatting touches, and this is where the human checks comes in.
Meghan [0:25:20]: I read it through.
Meghan [0:25:20]: One of my favorite features is that the hyperlinks that it found both in mind linking opportunities.
Meghan [0:25:25]: It will be in line if it just go in and hyperlink them and put the metadata in the right place and add an image, but they're almost ready to go.
Meghan [0:25:33]: Finally, we have some else.
Meghan [0:25:35]: So this is really new.
Meghan [0:25:36]: I think, like a lot of you our Strategy is less than six months old.
Meghan [0:25:40]: We started in January, and we're still building the playbook on a really small team how do we make this work for us.
Meghan [0:25:45]: I went through an agent building cohort with profound to get to speed fast.
Meghan [0:25:49]: Was really helpful.
Meghan [0:25:50]: It'll be a few months before I can confidently show the results of this strategy, but here's some small results since I started posting using this agent.
Meghan [0:25:58]: At the topic level, I'm seeing visibility increases.
Meghan [0:26:00]: So for website visitor resolutions, specifically, run from zero visibility to nine to eleven percent in just a couple months, and so we're gonna keep monitoring that over time.
Meghan [0:26:09]: But that's all I have.
Meghan [0:26:10]: Epic.
Dasha [0:26:12]: This is so epic.
Dasha [0:26:13]: There's so many questions for you in the chat that you should go back to after.
Dasha [0:26:16]: One question that comes to mind for me is like, I'm sure that the first kind of, like, step by step flow that you came up with, like, wasn't perfect.
Dasha [0:26:24]: To save other marketers some time, what is something that you had to go back and fix that you were like, I'm actually gonna change this step or whatever.
Meghan [0:26:33]: Good question.
Meghan [0:26:33]: And I can't remember if It was this particular agent, but when I went through this cohort profession with profound, I did a lot of trial and error and one thing that happened to me a couple times, was that it was Urls, and I couldn't tell it first because it was populating Urls that it was...
Meghan [0:26:48]: And I was like, it look right?
Meghan [0:26:49]: So I had to build into my prompts to check.
Meghan [0:26:52]: So I think the benefit of building this agent profound is that there are templates.
Meghan [0:26:57]: And so I use one of their templates to start, looked at how they were written the Ll prompts that string all the notes together, and then kinda went in and add to them.
Meghan [0:27:06]: And sometimes I would add to the prompt too saying, if you'd need more information, pull it out.
Meghan [0:27:12]: So that it would almost, like, teach me when there was something broken, and it would call...
Meghan [0:27:16]: Oh, actually, I don't have the right research data to be able to populate x y z.
Meghan [0:27:20]: So It's very challenging to get it to work, like a puzzle, but very satisfying when it does work.
Dasha [0:27:25]: Alright, bet.
Dasha [0:27:26]: Awesome.
Dasha [0:27:26]: Cool.
Dasha [0:27:27]: Thank you for sharing that with me.
Dasha [0:27:28]: A lot of people are interested in your flow in the chat.
Dasha [0:27:30]: Please go help them.
Dave [0:27:32]: Alright.
Dave [0:27:32]: You get in the chat.
Dave [0:27:34]: Real quick.
Dave [0:27:35]: We got a couple more people to run after this, but I just wanna give you a quick Psa from the house.
Dave [0:27:40]: So one of the things that is getting a bunch of action and traction right now is our Exit Five podcast.
Dave [0:27:44]: And you may be listening to this.
Dave [0:27:46]: It's currently called The Dave Gerhardt Show, but nobody cares about me anymore, and so we're rebranding it soon to the Exit Five podcast because I think we've created the number one resource for you if you work in B2B marketing, But I wanted to...
Dave [0:27:58]: Since Dashes here on the show today.
Dave [0:28:00]: She's actually co-hosting with me now.
Dave [0:28:01]: She's taken on a bunch of interviews getting a bunch of insight, and the response has been awesome.
Dave [0:28:06]: So just real quick in the chat chad Anybody listen to our podcast.
Dave [0:28:08]: If you do, let us know.
Dave [0:28:10]: And we wanna do a quick little thing.
Dave [0:28:11]: I listen on Spotify, Apple podcast podcasts.
Dave [0:28:13]: Maybe on Youtube, take a screenshot of it.
Dave [0:28:15]: I wanna see that on Linkedin.
Dave [0:28:17]: You could take a screenshot of it.
Dave [0:28:18]: Post it on Linkedin and tag Dasha and I look at all that.
Dave [0:28:22]: Look at all these people in the chat.
Dave [0:28:23]: We love that.
Dave [0:28:24]: Take a screenshot of that, tag Dasha and I on Linkedin.
Dave [0:28:26]: I would love to just spread the word about this podcast.
Dave [0:28:30]: And then, like, at the very least, I don't know if you know noticed this right now Dan came up with this amazing social campaign for our team here at Exit Five, and we will deploy the Exit Five army, the eight or nine of us that are just so active and hot on Linkedin right now.
Dave [0:28:43]: We'll go like stuff, We'll comment on it.
Dave [0:28:45]: And maybe Dasha and I will trade some Dms and we'll send someone made a secret gift.
Dave [0:28:49]: So do this now or if you already have written a post today because, you know Linkedin only like, one post today.
Dave [0:28:54]: Do it tomorrow, tag Dasha and I we'd love to just see who on Linkedin danielle, know, to throw a little tag.
Dave [0:28:59]: It us a little social proof.
Dave [0:29:00]: Right?
Dasha [0:29:02]: And I will say you can rely on the entire Exit Five team to descend upon your Linkedin post.
Dasha [0:29:07]: We will not leave you hanging.
Dasha [0:29:08]: You were not gonna put yourself out there and get no likes.
Dasha [0:29:10]: We are gonna be in the comments we're gonna like a repo.
Dasha [0:29:13]: You're gonna feel the love.
Dasha [0:29:14]: It might honestly be your top performing Linkedin post depending on how active you are.
Dasha [0:29:18]: So at a minimum, you will have some Linkedin love.
Dasha [0:29:21]: At a maximum, you will learn a lot about marketing by listening to the podcast.
Dave [0:29:25]: Come on.
Dave [0:29:25]: And push us.
Dave [0:29:26]: Keep us honest.
Dave [0:29:26]: We do this for you.
Dave [0:29:27]: We wanna share what real people are doing in marketing, and that's a big value prop.
Dave [0:29:30]: So check out the pod that's a good job so far.
Dave [0:29:33]: We're collecting feedback.
Dave [0:29:34]: We'll see what the ratings and reviews say.
Dave [0:29:36]: One guy once left me a review and said to me.
Dave [0:29:38]: K, One star.
Dave [0:29:39]: How was this guy ever a VP of marketing?
Dave [0:29:41]: He asked his guest the most dumb and obvious questions?
Dave [0:29:44]: I'm like, jeez So being a good host is all about.
Dave [0:29:48]: Alright.
Dave [0:29:48]: Let's send it.
Dave [0:29:49]: Jenny up here, Jenny from the Bentley.
Dave [0:29:51]: She's here.
Dave [0:29:52]: Teach us.
Dave [0:29:53]: We're back.
Jenny [0:29:55]: Not quite Jenny from the block, but Jenny from the Bentley.
Jenny [0:29:57]: Yes.
Dave [0:29:59]: You've got made a good job running with that.
Dave [0:30:00]: Okay.
Dave [0:30:00]: I'm a J kiss remix version on the locks remix version guy, but that's for drive.
Jenny [0:30:05]: Another combo.
Jenny [0:30:05]: Yeah.
Jenny [0:30:06]: I love that.
Jenny [0:30:07]: Well, I'll be at drive.
Jenny [0:30:08]: I'm excited to chat word about that.
Jenny [0:30:10]: Okay.
Jenny [0:30:11]: So I'm going to walk through how I use Ai to turn original research and who a content differentiator.
Jenny [0:30:17]: And the example that I'm going to use is the marketing visibility disability report, which is a pillar ass said that we put together based on a survey we conducted with user evidence of more than two hundred and fifty marketers.
Jenny [0:30:29]: So we wanted to get a pulse on how marketers are approaching performance, budgets and how they make decisions.
Jenny [0:30:34]: And what I'm gonna through is how we went from that raw data into a narrative that we could own and how we out there.
Jenny [0:30:41]: So a few other speakers have touched from this, so I won't go too long on this area, but investing in the decision environment first, I think is up e.
Jenny [0:30:50]: So I am a firm believer in constraints breed creativity, and that's even who when using ai yeah.
Jenny [0:30:57]: And you're working with a robot.
Jenny [0:30:58]: So setting up the project and starting with original data research, anything proprietary that you wanna work from, and then layering on the constraints.
Jenny [0:31:07]: So yes think conditioning and messaging, But I think arguably even more important is, like, what do we not wanna say?
Jenny [0:31:14]: What are areas we don't wanna tread into and make those be the constraints that helps you from And then my biggest takeaway for this section is really just better constraints better outputs.
Jenny [0:31:25]: It's tedious upfront, but you gotta do it.
Jenny [0:31:28]: Next for creating a data report.
Jenny [0:31:30]: And once you have the environment built, I don't just upload the data and say, like, tell me what the story is.
Jenny [0:31:34]: Like, what do you think?
Jenny [0:31:35]: I ask it to give me five possible narratives based on the data, and then for each one, explain, like, the tension that we're seeing, and then how closely that actually aligns with our positioning.
Jenny [0:31:47]: So that's gives me something a lot more useful to work with than just, like, here's the first draft.
Jenny [0:31:52]: It's not the best draft ever.
Jenny [0:31:53]: So this is where the human judgment found, and we ask ourselves, is this actually differentiated.
Jenny [0:31:59]: Like, I it's a story that we can own or that we even been want to own?
Jenny [0:32:02]: I think Ai is great for surfacing the possibilities, but then again, the human judgment needs to come to actually see if it's aligned with what you're trying to convey.
Jenny [0:32:11]: So going beyond just like the basic x percent of marketers say this.
Jenny [0:32:16]: I think the next really important step and how you can use Ai to help you get there is ask for each major finding that you have, show me what the obvious interpretation is, and then go deeper.
Jenny [0:32:29]: So what behavior or decision or a consequence, does this create?
Jenny [0:32:33]: So for example, a finding might be marketers can't clearly see what's driving results.
Jenny [0:32:38]: The obvious takeaway is maybe measurement is getting harder for them.
Jenny [0:32:42]: But what actually is the impact of this.
Jenny [0:32:45]: So the bigger meaning is, like, markers were less confident in their data, so they rely more in instinct.
Jenny [0:32:51]: And now your headline is fifty six percent of marketers rely on gut instinct to make decisions.
Jenny [0:32:57]: That's a lot more compelling than just the measurement is hard.
Jenny [0:33:00]: So in this part of working on your report, be very explicit about the evidence too as people have mentioned, Ai hall, So have it distinguish between the research and what it actually supports and then have it tell you, like, when it is in infer because it will make stuff Everyone's experience that.
Jenny [0:33:20]: This is my favorite part or the most valuable thing that I found is treating your edits as training data.
Jenny [0:33:27]: So instead of just saying, make it better.
Jenny [0:33:30]: Make and pop, like, make this sound more like us, which you could do a thousand times and still end up with something sloppy.
Jenny [0:33:36]: I say, like, hate the bad draft, write it amazingly.
Jenny [0:33:41]: Like, write it, the best way you could under overwrite it Just a few sentences, then have claude or whatever your tool is, tell you, like, what was changed here?
Jenny [0:33:49]: The tone, the structure, the pacing thing, whatever.
Jenny [0:33:51]: And then it will say, like, you removed inflated language or you shorten the setup, and then you can turn that into a skill that you use moving forward for the rest of the content you create.
Jenny [0:34:02]: You did I to find in the right angle for different channels so make this content work harder, for a P angle, you might wanna look at the larger market tension for an SEO angle, you might wanna go deeper on and answer that's in the survey or the data.
Jenny [0:34:16]: This works really well for us.
Jenny [0:34:18]: It became a great source of own content for us across earned coverage.
Jenny [0:34:22]: And if you want to check it out yourself, scan this Bi Qr code, and you can read the data report it.
Dave [0:34:29]: Since you probably don't see the chat during that.
Dave [0:34:31]: Such a great idea.
Dave [0:34:31]: This is a great idea.
Dave [0:34:32]: Nice.
Dave [0:34:33]: Thanks, Jenny.
Dave [0:34:33]: It's really good editing advice.
Dave [0:34:35]: My favorite was someone said better constraints, better output, Papa John's.
Jenny [0:34:41]: I'm stealing that.
Jenny [0:34:42]: I...
Dave [0:34:43]: Yeah yeah.
Dave [0:34:43]: That got some questions in the chat for Jake.
Dasha [0:34:46]: I sure do.
Dasha [0:34:47]: Yeah.
Dasha [0:34:47]: People love your loop suggestion.
Dasha [0:34:49]: What makes something story worthy?
Dasha [0:34:51]: Or sorry, like, news worthy.
Jenny [0:34:54]: Yeah.
Jenny [0:34:54]: I mean, I think the easiest thing to do is to tie into something that's relevant right now like, a topic that's trending and find your way to connect your data to something that's already being talked about, like, that's the easiest way to do it.
Jenny [0:35:07]: But, yeah, it's like, kind of having a perspective that you feel like you haven't heard a hundred tons over again, and that's where using original data is a great way to stand out because inevitably, you're sharing a statistic that had been been cited elsewhere, something new.
Jenny [0:35:21]: So I always love leading into data, surveys, like, anything that can give you something you need to speak to that doesn't already exist.
Dasha [0:35:31]: Love it.
Dasha [0:35:31]: Sweet.
Dasha [0:35:32]: Cool.
Dasha [0:35:32]: Go read the love in the chats.
Dasha [0:35:34]: It's gonna give you the Warm and fuzz.
Dave [0:35:36]: Get in the chat.
Dave [0:35:36]: Answers answer your questions.
Dave [0:35:37]: Alright.
Dave [0:35:37]: Let's bring up the.
Dan [0:35:39]: Here we go.
Dan [0:35:39]: Alright.
Dan [0:35:40]: Do you know, this whole thing is, like Barney Instance mixed tapered all rise and no low.
Dan [0:35:44]: Just love it here the attic.
Dave [0:35:46]: That's good.
Dave [0:35:46]: That's what we need these We're also dopamine depleted because of our stupid phones and tiktok.
Dave [0:35:51]: So this is what it takes to get people to stick around these states.
Dan [0:35:55]: So let me jump into it here.
Dan [0:35:56]: I wanna talk to you about two quick things about getting using Ai to go faster to content and faster to the internal buy in.
Dan [0:36:02]: If you've forgot my intro in the beginning, I lead marketing at Andrew Ai fund, it's a venture studio where we c found and build a new startups.
Dan [0:36:09]: I...
Dan [0:36:11]: The one man band of marketing or the fund as well as advising our forty plus portfolio companies.
Dan [0:36:16]: So let's jump writing here first faster to content what does that mean?
Dan [0:36:20]: Basically, you know, there's a lot of content that is right time sensitive.
Dan [0:36:24]: Think event recap.
Dan [0:36:26]: Nit has a clock on it.
Dan [0:36:27]: You gotta get it out quickly.
Dan [0:36:28]: I used to have a process before Ai where something specific to our organization is we work with a lot of high level entrepreneurs as advisors for our companies.
Dan [0:36:37]: They're in high demand, it's still tough to get on their calendars.
Dan [0:36:41]: The old process, I any interview them, hand off the transcript materials to a freelancer It takes a week two weeks, three weeks by at that time, the Vip has moved on, and it's never gonna get approved because they are doing something else.
Dan [0:36:54]: New system, interview the Vip, identify the key hook while we're talking, what is the most interesting thing about them as a human.
Dan [0:37:01]: A Bass entrepreneur as a successful person, provide clogged with all the materials I would've have given the freelancer that transcript their linkedin profile and so on.
Dan [0:37:10]: And I also kinda give it this hook.
Dan [0:37:12]: The key things that I want in this finished piece like This bit of experience on Linkedin is nothing.
Dan [0:37:17]: This bit of experience is actually really important and we'll need something to the audience.
Dan [0:37:21]: I have a first draft instantly, and then depending on my schedule the Vip gets to review the draft that same day we talked or maybe the next day.
Dan [0:37:30]: They're still thinking about it.
Dan [0:37:32]: The whole thing moves quickly and they give it the stamp of approval we can move on.
Dan [0:37:36]: The result for this is it ended up working so well.
Dan [0:37:39]: Actually allocated my marketing budget better.
Dan [0:37:41]: I eliminated the line for freelance copywriting and redirected it toward events and tools.
Dan [0:37:46]: Strive a lot more value for us.
Dan [0:37:47]: What makes this process work first is giving Ai what I want upfront, the hook, the human color, it doesn't do a very good job of figuring that out from a mass of and so on.
Dan [0:38:00]: In editing what comes out.
Dan [0:38:01]: As ones already said here, you know, Ai is an okay writer, but it's not great as one shot.
Dan [0:38:07]: So it gets it close to good enough and I can polish it.
Dan [0:38:10]: I would say this works really well if you want to implement it for simple deadline driven content.
Dan [0:38:14]: It's not great for scroll stopping.
Dan [0:38:17]: Copy.
Dan [0:38:17]: That needs the human touch.
Dan [0:38:19]: Regarding the cloud watermark everyone keeps asking about.
Dan [0:38:22]: I did run a few of these projects through Pan gram, my scores ranged from fifty one percent Ai to zero percent Ai, Really don't think the cloud watermark is an issue.
Dan [0:38:30]: Just make sure your content doesn't sound like slot.
Dan [0:38:32]: Both jump into the other thing.
Dan [0:38:34]: That's getting content out.
Dan [0:38:35]: Now before you did get anything out, there's usually all kinds of alignment need to get internally.
Dan [0:38:40]: Getting your executive team aligned on your strategy, your budget, timelines, all that kind of stuff.
Dan [0:38:44]: And how many times have you walked into a presentation to share your idea, and it gets derailed because the executive wants to focus on one, little aspect that maybe is not the core of your thing.
Dan [0:38:56]: Or they ask you a really good question that you forgot to anticipate.
Dan [0:39:00]: So I build a cloud skill or my key stakeholders that I work with that I report to.
Dan [0:39:04]: They're nolan meeting notes, Slack messages, who will doc feedback that kind of thing.
Dan [0:39:10]: First got a really great analysis of what did these use people really care about?
Dan [0:39:14]: So how can I orient my document around that?
Dan [0:39:17]: Man I turned it into a skill for future work.
Dan [0:39:20]: So now whenever I write something, it runs through the stakeholder skill, and they get a document that is already looks like what they want.
Dan [0:39:28]: Now fun fact here's how this works.
Dan [0:39:30]: I used a skill to negotiate approval for my drive ticket.
Dan [0:39:33]: So I'll see you all in a week or two for that.
Dan [0:39:36]: Lastly, I want you to have all these skills So the Qr code, there's a link had used Bit because they're here today, I'll drop that in a chat for you too.
Dan [0:39:44]: But basically, it's a set of Nd, markdown down documents, which if that sounds like greek to you, Give it the claude.
Dan [0:39:52]: It will literally walk you through step by step everything you need so that you can build us your own.
Dan [0:39:57]: You'll get the content skill, You'll get the anti Ai writing skill, and you'll get the stakeholders skill, so you can have more productive meetings with your stakeholders.
Dasha [0:40:07]: Time management.
Dasha [0:40:07]: That is amazing.
Dasha [0:40:09]: Dave, you got anything or should I fire away with a question here?
Dave [0:40:13]: I know the answer to that question.
Dave [0:40:14]: I'm gonna let you lead.
Dave [0:40:15]: Okay?
Dave [0:40:15]: Alphabet Bailey.
Dave [0:40:16]: Would you cure to you.
Dave [0:40:17]: Yeah.
Dave [0:40:17]: You would go for off.
Dasha [0:40:18]: I would go for.
Dasha [0:40:19]: Perfect.
Dasha [0:40:19]: Alright, Dan.
Dasha [0:40:21]: How are you connecting increases in organic traffic to your content and Ai ar workflows, especially when Ai reviews are reducing clicks.
Dasha [0:40:30]: And for a small team, like, anything that you've picked up on that works especially well for small team that has limited resources.
Dasha [0:40:38]: What's actually helping you grow your traffic.
Dan [0:40:41]: I would say traffic is not our main focus based on the people we're working with.
Dan [0:40:45]: So not the best person to ask that.
Dasha [0:40:49]: And then any tools in particular that you're using and been able to get your team bought in on you using as a team of one?
Dan [0:40:57]: Claude is probably the one we go deepest on, and I have a ton of other skills like this.
Dan [0:41:01]: One of the best things you can do in general as a marketer is give your boss a quick report every week, what you did that is moving the needle for the business, what you need help with, and it's hard to pull out information together, and having to go the thought of digging through my calendar and my Slacks, what did I do this week?
Dan [0:41:21]: That was important.
Dan [0:41:21]: That's a blocker that makes me not wanna do it at all.
Dan [0:41:24]: So to get passed that on a friday afternoon.
Dan [0:41:27]: I just have all these things connected to Claude via Mc.
Dan [0:41:30]: And I just tell Claude, what did I do this week?
Dan [0:41:33]: And it gives me a little report I can fix it as needed, and it goes the executive team and it makes these decisions so much easier when it's budget time because I see, I'm doing stuff, and that's probably one of the biggest hacks I can give you as a small marketing teams get to your exec team on your side, and then everything else goes easier air.
Dasha [0:41:52]: I love it.
Dasha [0:41:52]: I think that's something that as marketers, we always knew.
Dasha [0:41:54]: Like, okay.
Dasha [0:41:55]: You should be managing up.
Dasha [0:41:56]: You should be reporting on the things that you're doing that are moving the needle.
Dasha [0:41:59]: But it's like, okay.
Dasha [0:42:01]: It's Friday afternoon.
Dasha [0:42:02]: I'm trying to and go spend time with my family, am I gonna sit down and write a report with Claude and all my tools hooked up.
Dasha [0:42:08]: Like, yeah.
Dasha [0:42:09]: Because it's gonna take me, like, thirty minutes, and it's gonna be the thing that gets something approved very quickly.
Dasha [0:42:14]: So I think like
Dave [0:42:16]: that's where breaks, though, like, one of my biggest pet peeve about people, everyone, you know, with internal communication is like, I think being a marketer is understanding your audience and knowing that sure.
Dave [0:42:25]: If you just rush to send your boss something at four o'clock on a Friday.
Dave [0:42:28]: Like, that's actually, like, the worst time probably to send it.
Dave [0:42:30]: I love that advice also just wanna wrap our teams going nuts and did nobody else can see, but our team is going nuts in the chat because we're like, who's stand?
Dave [0:42:38]: Like, did we plant Dan?
Dave [0:42:39]: He build the business case chair like, who is this guy?
Dave [0:42:41]: Like, this is amazing.
Dave [0:42:42]: Did we plant him?
Dave [0:42:43]: So I love that.
Dave [0:42:44]: Alright.
Dave [0:42:45]: Not a plant job.
Dave [0:42:46]: Shaking it over water?
Dave [0:42:47]: The infant hatch.
Dave [0:42:48]: The lady who just invented the there was a typo of Freudian slip in the chat earlier.
Dave [0:42:53]: She said, doug just look on Amazon for the infant hatch.
Dave [0:42:56]: Awesome.
Amanda [0:42:58]: Alright.
Amanda [0:42:58]: Guys.
Amanda [0:42:58]: Let me know the Ai visibility for infant hatch, and
Dave [0:43:03]: Going away.
Amanda [0:43:03]: Dad would love to rank
Dasha [0:43:04]: for that.
Dasha [0:43:04]: That'd be really important
Amanda [0:43:06]: to me.
Amanda [0:43:06]: No.
Amanda [0:43:06]: But shout to blue bottle for their instant sac of New Orleans iced coffee, delicious, I have it.
Amanda [0:43:15]: I also mixed in my collagen and peptides.
Amanda [0:43:18]: Let's go.
Amanda [0:43:18]: Okay.
Amanda [0:43:19]: So today, we are gonna talk about using Ai to help you instead of having it just your job.
Amanda [0:43:24]: So all of the speakers today, had some really good advice on how they're using, like, agent workflows, how they're using it to do things better.
Amanda [0:43:32]: I wanted to do something a little bit different with...
Amanda [0:43:35]: I tried to do something different.
Amanda [0:43:37]: Right?
Amanda [0:43:37]: On how I'm using it to think better to learn faster.
Amanda [0:43:40]: Do my work more efficiently.
Amanda [0:43:42]: And I know that, like, everyone who presented at.
Amanda [0:43:45]: I would agree But, like, don't just have Ai do your job.
Amanda [0:43:48]: It's like, have it do things to make your job easier so that you can be better at it.
Amanda [0:43:53]: Right?
Amanda [0:43:54]: So Alright.
Amanda [0:43:56]: So if other thing is, I wanna caveat this with, to be clear, I'm not anti Ai.
Amanda [0:44:01]: I'm really just anti outsourcing or thinking and anti outsourcing your reps because At the end of the day, like, yeah, you can use these tools to work faster to work better, but you still gotta do the reps.
Amanda [0:44:15]: Right?
Amanda [0:44:16]: You still gotta put in the work because at the end of the day, you are the one accountable to what you're posting.
Amanda [0:44:21]: I do wanna talk about a little bit about taste because you only develop that sense of taste through putting in the reps.
Amanda [0:44:29]: Right?
Amanda [0:44:30]: So having chat Gp to your job for you, but using it to learn faster and move past own shitty ideas.
Amanda [0:44:36]: Yeah.
Amanda [0:44:37]: Let's do that.
Amanda [0:44:37]: I started thinking about, like, truly, like, how am I using Ai in my day to day to be better.
Amanda [0:44:45]: You know?
Amanda [0:44:46]: And so one thing that came up, I'm gonna I have all my personal stuff, but that's not what we're here for today.
Amanda [0:44:50]: It's for work stuff.
Amanda [0:44:52]: And the last time I remember just visceral being like, I need help is I was reading this research.
Amanda [0:44:59]: This is research from air and my buddy kevin, This is about the fan out effect.
Amanda [0:45:07]: What happens between a query and a citation.
Amanda [0:45:10]: They studied all these Ai prompts and the way queries are conducted fan out queries could you put in a prompt.
Amanda [0:45:18]: It fans out, runs a bunch of queries.
Amanda [0:45:20]: That's all I know on that.
Amanda [0:45:22]: But I was reading this because I was in any of this was important, and I was, I don't really understand it.
Amanda [0:45:27]: So I was reading it, and I was, like, hey, primary similarities, sc of Martha up I kinda know what Sc markup is a Json L don't really know this.
Amanda [0:45:37]: Right?
Amanda [0:45:38]: This is directly from their report.
Amanda [0:45:39]: I don't know.
Amanda [0:45:40]: Maybe you all know this.
Amanda [0:45:41]: You're probably all smarter than me, but how was who's Jason?
Amanda [0:45:44]: I don't know.
Amanda [0:45:45]: Why is the being spelled that way?
Amanda [0:45:47]: Then I was like, well, I'm gonna use check To learn this better, and that helped me just think through.
Amanda [0:45:53]: K.
Amanda [0:45:53]: What are my rules for learning with Ai.
Amanda [0:45:56]: Right?
Amanda [0:45:57]: Because I don't wanna just give Ai this report and be like, I don't know.
Amanda [0:46:01]: Like, just learn it for me.
Amanda [0:46:02]: Right?
Amanda [0:46:03]: I, I still wanna know it.
Amanda [0:46:04]: Right?
Amanda [0:46:05]: I still want to understand what there is to learn there.
Amanda [0:46:08]: I wanna think about what are the things I need to know as a marketer and creator.
Amanda [0:46:12]: So these are the rules I came up with.
Amanda [0:46:14]: Maybe you will have your own as well.
Amanda [0:46:16]: One is, I always read the original source.
Amanda [0:46:19]: I never just put the report into chat Claude, whatever and say, hey, do this for me.
Amanda [0:46:24]: I always read it first.
Amanda [0:46:25]: Next, sure I might ask for a summary, but it's always better to ask specific questions, like maybe it's Hey, can you explain the implications of the sc markup?
Amanda [0:46:36]: Like, why should I know that?
Amanda [0:46:37]: Why is this different from SEO?
Amanda [0:46:39]: I don't know.
Amanda [0:46:40]: Whatever that question might be?
Amanda [0:46:41]: Third, when you are faced with what feels very abstract, ask for plausible examples to make the abstract concrete.
Amanda [0:46:51]: Right?
Amanda [0:46:52]: Like if you don't under understand like, what who is Jason.
Amanda [0:46:54]: Right?
Amanda [0:46:54]: Like, ask it, like, oh, does that mean, like, or Or maybe asked, like, let's say I own an e commerce company.
Amanda [0:47:00]: How would I run this?
Amanda [0:47:01]: What is the implication for me?
Amanda [0:47:03]: Fourth, assume that the Ll will likely hall?
Amanda [0:47:07]: You know, we know these models are a lot better now, but they might still hall?
Amanda [0:47:11]: And then finally, If it's really dense, ask it to write in the format of your choice, like I like Ax axiom newsletters, and I use that.
Amanda [0:47:19]: So I'll read the research.
Amanda [0:47:21]: I'll have my opinion, I'll rant unfiltered through whisper flow, which is a great tool.
Amanda [0:47:26]: I'll dictate to chat Gp, and I'll ask.
Amanda [0:47:29]: Like, what's interesting that what I said.
Amanda [0:47:31]: What's notable?
Amanda [0:47:31]: What's wrong.
Amanda [0:47:32]: And then I will go old school here, refine that edit in Google Docs?
Amanda [0:47:37]: I will record my podcast.
Amanda [0:47:39]: My zero click marketing podcast, record an edit in riverside, takes about forty five minutes to do all of this.
Amanda [0:47:45]: And then got the download.
Amanda [0:47:47]: So you have your podcast.
Amanda [0:47:49]: Right?
Amanda [0:47:49]: Everyone knows that this is not brilliant, but everyone knows that, like, it's a long game.
Amanda [0:47:53]: You're tracking this stuff like, day to day, it looks like this.
Amanda [0:47:56]: But what you really want is, you know, up and into the right.
Amanda [0:47:59]: So this is working for me.
Amanda [0:48:01]: People are actually listening to my podcast.
Amanda [0:48:02]: They are downloading it, it's growing.
Amanda [0:48:04]: It's lovely.
Amanda [0:48:04]: If you wanna learn more for me, Click marketing is my book, You can pre order it at dear click marketing dot c slash book, and that is it.
Amanda [0:48:12]: And I talk too long.
Dave [0:48:14]: Oh you're good.
Amanda [0:48:15]: More hatch.
Dave [0:48:15]: You did.
Dave [0:48:16]: Whisper.
Dave [0:48:16]: I'm a whisper flow guy, but it's not been working for me as good as it you.
Dave [0:48:20]: I don't know what's happening there.
Dave [0:48:21]: Okay.
Dave [0:48:22]: Ladies and gentlemen, Thank you.
Dave [0:48:23]: We got Mercy favorite stuff top real quick wherever you are home now round to a applause, but it is that time.
Dave [0:48:27]: Somehow, we're fifty three minutes into this thing.
Dave [0:48:30]: We've had almost four hundred people here the entire freaking time, which is incredible.
Dave [0:48:34]: The roller coasters on the way But now we're gonna send the roller coaster back down because Right now, we need you to pick one winner.
Dave [0:48:40]: I don't want the most charismatic speaker.
Dave [0:48:42]: I don't want the funniest, You know, just because you said infant hatch.
Dave [0:48:45]: Doesn't mean you're necessarily gonna win just because you know you plug drive, our thing.
Dave [0:48:49]: We love you.
Dave [0:48:50]: Doesn't mean you're gonna win.
Dave [0:48:51]: But I wanna know what's the one plate?
Dave [0:48:52]: Who did you learn from today that gave you one plate that you're gonna take out of this?
Dave [0:48:56]: The voting should be up on the screen right now.
Dave [0:48:59]: That's it.
Dave [0:49:00]: This is it.
Dave [0:49:01]: This is the moment.
Dave [0:49:02]: Who will have their name engraved.
Dave [0:49:04]: But on the next world famous.
Dave [0:49:06]: Exit Five trophy.
Dave [0:49:07]: It's actually hand engraved by a man in Minnesota.
Dave [0:49:11]: It's not Ai generated s.
Dave [0:49:13]: We're still right now.
Dave [0:49:15]: The thing they're still them.
Dave [0:49:16]: It looks like ladies and gentlemen, congratulations to Jenny.
Dave [0:49:20]: Turning original insights and raw data into your content differentiator.
Dave [0:49:24]: I love this play, big fan way to go Jenny.
Dave [0:49:27]: We love this because I love the idea of, like, original research, being your own publishing company today.
Dave [0:49:33]: That that's one of the ways to stand out create awesome stuff with Ai.
Dave [0:49:36]: Okay.
Dave [0:49:37]: Last question.
Dave [0:49:38]: I think that's it We're on the way down here.
Dave [0:49:39]: Last question.
Dave [0:49:40]: Can you rate this session.
Dave [0:49:41]: Where data driven folks, where marketers here too get, you know, our team here.
Dave [0:49:44]: How was this was it helpful.
Dave [0:49:46]: Don't just rate this compare to the other webinars you go to from other companies.
Dave [0:49:49]: And other people let put these on.
Dave [0:49:51]: Alright?
Dave [0:49:51]: Whoever just throughout the one.
Dave [0:49:53]: Thank you for that.
Dave [0:49:53]: I know we see all these.
Dave [0:49:55]: It's okay.
Dave [0:49:55]: I appreciate it anyway.
Dave [0:49:56]: You're just you'd being a hate for no reason.
Dave [0:49:58]: The fives and fours is obviously where this is gonna be at.
Dave [0:50:01]: Thank you for all your feedback.
Dave [0:50:02]: We sweat this every single week.
Dave [0:50:03]: We treat eggs exit thought Like a media company.
Dave [0:50:05]: We put a ton of effort into these, the quality of these continuing to go up.
Dave [0:50:08]: So we appreciate.
Dave [0:50:09]: Appreciate all your rating and your feedback, and the, basically four hundred fifty people who are here the whole time today.
Dave [0:50:15]: Marisa is just sending me all caps stuff in Slack right now.
Dave [0:50:18]: I feel like we're getting kicked off the stage.
Dave [0:50:20]: But that's it.
Dave [0:50:21]: Psa from us.
Dave [0:50:22]: We're back here.
Dave [0:50:22]: Two weeks from today, we'll be back here.
Dave [0:50:24]: Let's roll the announcements slide if we got it.
Dave [0:50:26]: We're also gonna do a play where I think a bunch of people wanna get more and hear more from these experts inside of our community.
Dave [0:50:32]: You can certainly do that.
Dave [0:50:34]: We also have something color experts network where if you wanna be participate.
Dave [0:50:37]: If you have something you wanna share Like man, I have been on that session today.
Dave [0:50:40]: I could've been talking about.
Dave [0:50:41]: Well great.
Dave [0:50:42]: We have that opportunity, you can apply to join our network of vetted experts if you can't find that.
Dave [0:50:47]: Information.
Dave [0:50:48]: Go to exitfive.com or just email us hi at exitfive.com or find Maria on Linkedin.
Dave [0:50:52]: We're back here Friday, September fourth, Exit Five live.
Dave [0:50:56]: We're gonna demo a bunch of agents.
Dave [0:50:58]: That's great to see you.
Dave [0:50:59]: Great effort out there.
Dasha [0:51:01]: To see you.
Dasha [0:51:01]: Wait.
Dasha [0:51:02]: Can I do some As asmr with my Cool Mike?
Meghan [0:51:05]: Yes.
Meghan [0:51:05]: You Let's talk about agents.
Dave [0:51:07]: Honestly.
Dave [0:51:07]: Yeah.
Dave [0:51:07]: I like that.
Dave [0:51:08]: If you had these headphones.
Dave [0:51:09]: If you had the any wait till you see how these feel.
Dasha [0:51:11]: Okay.
Dasha [0:51:11]: Next time.
Dave [0:51:12]: Just.
Dave [0:51:12]: I got I got goosebumps like goosebumps.
Dave [0:51:14]: Alright.
Dave [0:51:15]: Someone removed though number one.
Dave [0:51:16]: We're out of here.
Dave [0:51:17]: Thank you, everybody.
Dave [0:51:17]: Shout out to, our team Exit Five team.
Dave [0:51:20]: Awesome job behind the scenes.
Dave [0:51:22]: Appreciate you y'all all making this happen.
Dave [0:51:23]: We'll be back to see back here in two weeks.
Dasha [0:51:26]: Peace.
Dave [0:51:30]: Hey.
Dave [0:51:30]: Thanks for listening to this podcast.
Dave [0:51:32]: If you like this episode.
Dave [0:51:33]: You know what?
Dave [0:51:33]: I'm not even gonna ask you to subscribe and leave a review because I don't really care about that.
Dave [0:51:38]: I have something better for you.
Dave [0:51:39]: So we've built the number one private community for B2B marketers at Exit Five, and you can go and check check that out instead of leaving a rating a review, go check it out right now on our website, exitfive.com.
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