The Grow and Convert Marketing Show

In this episode of the Grow and Convert Marketing Show, we discuss our journey creating an AI writing tool designed to mirror the way we produce content.

Unlike existing solutions that prioritize speed over quality, our tool first deeply understands your business before generating content.

After discovering that 83% of marketers use AI-assisted content despite quality concerns, we identified the fundamental problem: generic AI writing tools produce "Google research papers" that lack a company's unique voice and arguments.

Our solution?

A tool that analyzes your existing content to create a comprehensive "brand summary" capturing your business's value proposition, features, target customers, and pain points.

The highlight of our tool is the "super brief" feature - simply input a keyword and the AI analyzes search intent, SERP patterns, and suggests content formats while providing ways to pitch your business specifically for that keyword.

Key Learnings:

-Most AI writing tools fail because they don't understand your business's unique positioning and arguments
-83% of marketers use AI content despite quality concerns, primarily for time savings
-The "brand summary" approach ensures AI truly understands your business before writing
-Our tool generates strategic ideas (not just language), reversing the typical -AI writing workflow
-AI writing can be high-quality and conversion-focused when it understands your business first
-The "super brief" feature analyzes keywords and SERPs to suggest angles and approaches to produce pieces that will rank
-Effective AI content requires understanding both what to write and how to write it

We'd love your feedback about the tool and suggestions to make it better. Please leave feedback in the comments.

Articles that we reference in the video:
Pain Point SEO: https://www.growandconvert.com/seo/pain-point-seo/
How Marketers Are Using AI for Writing [Survey]: https://www.growandconvert.com/ai/ai-writing-survey/

What is The Grow and Convert Marketing Show?

We share our thoughts and ideas on how to grow a business.

The whole industry.

I feel like that's a lot
of how people think of ai.

It's a time saver, but at the expense
of quality, and so we felt like

if we're gonna create something,
it needs to be able to do both.

It needs to be able to create something
faster, but also do it just as well,

or if not better than a human could.

I remember my first reaction when I
saw this was just, I was like, wow.

I was like, how did you do this?

Or like, what did you, I think you asked
me like, how much of this did you write

in our tool for this particular output?

This content brief or what
we're calling a super brief, you

give it the keyword, that's it.

It now has already known your company.

Based on everything we talked
about, it's understood your sources,

it understands your customers,
it understands your product.

Its value propositions,
features, and you just say now.

Here's the keywords.

This first output for
SEO blog content flips.

What you normally do in these other tools
where you are being asked as the human to

come up with all the ideas and the tools
just generate language around your ideas.

No, this thing, the super brief
that it produces, it does that work?

Okay.

Welcome to the Grow and
Convert Marketing Show.

Today we have a special episode.

Can I say that?

Or is every episode special?

Every episode special?

I think they're all special,
but I think people will be

really interested in this one.

To cut to the chase, we're gonna talk
about the beginnings and the early version

of something we've been working on in
the background for a while, which is our.

AI writing tool, which we think
solves a lot of the problems and

is fundamentally different and
better than doing it in Native Chat

GPT or Claude, and existing tools.

We will explain all of this, but
I think it would be good to start

this story at the beginning, which
is why are we doing this, and where

did we get the thought to do this?

I'll give my take and then I'm
curious your version actually.

Sure, yeah.

They're probably a little
bit different actually.

Yeah.

'cause I'm not sure we, you and I have
like sat down and just talked about this.

I mean, other than just organically.

So my version of this
story of how we got here.

Is that when AI first came out, it was
definitely like, oh, that's pretty cool.

And then people immediately in
marketing were like, oh my God,

it's gonna take everyone's jobs.

We can do all this stuff.

You can just write all this stuff.

And there's definitely I think a
fear from all folks in the content

space of oh my God, is that true?

And when we then of course we did what
everyone else is doing, which is open

up chat BT, and start to play with it.

And our initial reaction was.

Oh God, this writing is really bad.

And I think we all saw that on like
Twitter and LinkedIn, where it became,

it almost became this like insult or four
letter word where people would just be

like this sounds like it's written by ai.

And it became like an insult.

Like you, you just call bad writing.

Is this written by ai?

They wrote this by ai.

But we kept hearing different people.

At least for me, I it didn't leave.

People kept talking
about ai, this and that.

Even it came up in sales calls.

It came up with certain clients where they
were like, Hey, we're gonna test this.

Have you tested this?

Are you doing this?

So it was like, I felt like outside
there was a public discussion that was

just kind of like ripping on AI writing.

But we saw that on the inside,
companies are thinking about it.

Talking about it, and so then
my version of the story is.

I said, Hey, why don't we do a survey
and then write about our findings

where we ask a bunch of people on
our email list and on our social

followings, like, how are you using ai?

And I can actually, we've done a
whole video on that, but quickly,

just for those that don't know, I
can do like a quick screen share.

This is our, our survey post.

We'll put it in the show notes.

You can go check it out.

But we.

Had 50 some marketers respond and they
talked about all kinds of questions

of, you know, how much AI they're
using, what tools they're using,

but they got into really good detail
about like, how are they using it?

They're using it to draft,
to outline, to ideas.

And one of the biggest stats that
made both you and me be like, whoa,

was when we asked one of our first
questions in the survey was, have you

published AI assisted content at all?

Ever?

83% said yes.

Th this ties in perfectly what I, with
what I was gonna say, so you, you had

come up with this idea to do the survey.

I was in Portugal and I was having
coffee with my friend in the morning.

He, we were just chatting about content
and how things were changing, and he

was talking about how he's using a
lot of the AI products, and I was,

and he just kept challenging me on ai.

And I, I remember just dismissing
it because as you said, a lot

of our clients have tested it.

We had tested ourselves.

It just wasn't that good.

Like no one was getting
great outcomes from it.

And, and I remember he said.

This one line where it, it like scared me.

It was just like, why?

Why don't you try to disrupt
your own business with ai?

And it's not like disrupting it in terms
of like AI can run an agency, but it

was more just thinking through, okay,
if this is truly technology that's

gonna be a game changer in the future,
why don't you guys really challenge

yourselves to try to get good at it?

So that you guys are the ones that
succeed using it versus another agency

figures out how to use AI better than
you and takes over something like that.

Essentially.

And, and I remember, I, I called
you pretty much immediately after

this conversation, not even with
a solution, but more just being

like, okay, we've dismissed it up
until this point, but clearly AI

is becoming a larger conversation
and we really like, instead of.

Continuing to dismiss it.

Like maybe we just do need to put our
heads together and figure out the best way

to use this or how people are using it or
like what are the best tools out there?

Because I think prior to that, both you
and I had really just used chat, GPT

and we hadn't even used other models
out there and, and things like that.

And I remember I was really turned on
by AI when I saw no, uh, notebook lm

and seeing the difference in how that
processed information versus chat GPT.

And then it, this all happened right
when you got the survey results,

and I remember you sending me the
data and saying like, look at this.

This is really interesting
information in terms of a lot of

writers are using this, and I didn't
even realize that at this point.

And so all this kind of came
together at the same time.

Yeah.

You, you did the survey.

I had this conversation with my friend.

We both kind of came to the
same conclusion that, okay,

maybe we should pay a lot more
attention to AI than we have been.

And that kind of started
us on this journey.

Yeah.

What I remember of when you called me
and told me about that was there was

an additional line that he said, or we
interpreted of not just you should try

to disrupt your own business with ai, but
then the next line after that was, um, and

you and I may have added this on, because
if you don't, somebody else is gonna Yeah.

And so you might as well try
to, and oh, and I remember.

The conclusion was either you conclude
there's stuff that we do that just

can't be done by ai, which great,
like now you have that confidence or.

You say, oh my God, this can be disrupted,
but at least you're the one disrupting it.

Yes.

So you still have a business.

Yes, exactly.

Um, yeah, the survey
taught us a couple things.

Like you, you, you've jogged
my memory on the story.

A couple things when we just tried
to write stuff on Chacha, bt, I

think we did what everyone's first
instinct is, which is get it to draft.

And I think what I
learned from the survey.

That may that make sense is the biggest
pain point everyone's trying to solve

with AI is just writing takes time.

It's hard and it's tedious
and it takes a lot of time.

So that's the first
instinct to get it to draft.

But then when you ask it to draft, at
least for us at Grow and Convert, we look

at it and we're like, this draft is bad.

It just like wasn't good writing.

But the thing is, at least for
us, I was like, how much of

that is just grow and convert?

Like we think most human writing is bad.

So like apologies to everyone
who's like applied to writing.

We accept really high standards.

And so I was like, oh, like is this
just like a grown convert thing?

I don't know.

Um, but what I started to learn from
a survey that I was not expecting

was so many people, 84%, 83%
whatever, said they're using it.

The vast majority of them said
they've published multiple pieces,

so they're not just like dabbling,
they're like using it a bunch.

But then.

A huge fraction of them acknowledged
and admitted the frustrations of the

writing being quote unquote bad, which
everyone kind of who's experimented

with AI writing knows what I mean.

It's like they say the same
stuff, it's kind of generic, it's

robotic, it's really exaggerated.

Like the writing is all,
you can tell it's written.

With AI every, everyone says they,
they can look at the writing and say,

oh, this was written with Chop GPT,
because stylistically it's all similar.

And then even just from an
argumentation standpoint, and I think.

This was the problem that both you and
I had with it was just if you're asking

it to create the arguments and the
arguments are coming from just the web

or whatever the source is, that all the
arguments end up being generic because

they're not specific to your business.

They're not, they're not bringing
in your own point of view.

It's just kind of taking accumulation of.

Everything on the web and coming up
with the most common answer, and that's

kind of what it's feeding back to you,
which we have historically called a

Google research paper and we coined
that term to talk about humans doing it.

Before AI even existed, what we would
see when you Google the term that other

people were writing, like the other
things, ranking on the SERP was just like.

This kind of basic level content where
everything is introductory, the content

and the blog post just mentioned the
most beginner basic stuff and we were

like, these are like high school students
writing a research paper where you cover

everything from the beginning, like the
three points of an essay or whatever.

So that was the, the kind of how
we were thinking of chacha, bt.

Then the survey people when they, we
got asked those qualitative open-ended

questions of like, how are you using it?

The stuff that surprised me was
they were talking about like,

yeah, yeah, the writing is bad.

So we use it in different ways.

So they would say like, I use it
for like research and ideation.

So they, so some client gives them a
topic, write about this IT security

software, and they start having a
conversation with chat, GBT being like,

tell me about it, security software.

Like what are the different things?

What, and or maybe they even
literally tell it like, I'm

trying to write a blog post.

What are different?

Like topics, I need to cover subtopics, I
need to cover about it, security software.

So it becomes like this writing partner,
this assistant that you're having this

conversation with, they're not necessarily
just being like, write me a blog post.

So just like, first thing by the way is
if you're using AI in that way, you're,

you're at like basic level one for sure.

Like what I realized,
just trying to use it is.

Even prompting and understanding how
to use AI as a skill in of itself.

Yeah, like if, if I were to try to
just write a blog post, I would just

say, write a blog post on this topic,
and I don't even realize that you

need to give it all this background
information to even get it to the

point where you can ask it for that.

Yeah.

Because there, there's all
this training that needs to go

into it and stuff like that.

So I would just say like I, I
know I wasn't using it properly.

I think most people that are
attempting to use it are probably

not using it properly unless.

They've taken a course or they're,
they're pretty skilled in, in ai.

Okay, so let's now continue the
story so we have this realization.

Okay, let's try to create
some product there.

So we had experimented with Chachi
Pettine, Claude, there's a video on

the channel we can link to, or you can
find it on our channel wherever you're

listening to this of Caitlyn on our
team, having tried to write a blog post.

Actually we did largely wrote a blog
post, although it ended up being

heavily, heavily edited by me and her.

So like, I don't know how much of
that thing is actually AI in the end.

It's probably a lot of just our writing.

But anyway, the first draft.

But the reason, yeah, the reason
behind doing that though is because

we felt like, okay, if, if we're gonna
disrupt our business, of course not

disrupting our business, but let,
let's try to solve the hardest problem

first, which is can we, can we write
a blog post that is grow and convert?

Quality.

So can we, can we write a blog post
that we would approve, which is hard

for anyone on our team to even do.

I think maybe out of our whole team,
three or four people have written a blog

post that's been published on our site.

And so if the, the idea was if we
could write a blog post with AI and

it was published Worthy on Grown
Convert, there's something here.

And, and maybe we should
explore it further.

And so that was the first project was just
trying to, to get that post published.

Yeah.

And the other way that I would
think about it, that's an

interesting way to think about it.

It makes sense.

I think the way I would think about
it is like, it was kind of like if

you're building a SaaS tool first,
try to like do that thing in Excel

or like by hand do that process.

And it was like, okay, like
let's just try, so Caitlyn

it, you can watch that video.

She used all kinds of
different things she like used.

Notebook, LM for one part,
Claude for another part.

We were just like trying to manually
do this with those tools directly to

just be like, what does it produce?

And that gave us a really
good understanding of these

shortcomings firsthand.

Not just the survey people saying it,
but we were like, this is frustrating.

And I remember, I, we didn't do
a video on this, but to produce

that post about marketing the, the
survey analysis, I tried really

hard to write this post with ai.

I was like, isn't this what
everyone says AI is good for?

Like I have data, AI can do
data analysis and it can write.

And I was like, here's the data.

And like here's, and then I would like
outline and be like, okay, here's some

like key points that I wanna make.

And I thought, okay, let me just
like do a really detailed outline.

And then I had it write it.

And again, like iterating,
iterating, iterating.

I ended up writing it myself.

I was just like, I'm just ditching
this AI stuff and I just did it myself.

So then that gave us this base of
understanding of like the problem

and what we're trying to do.

Then we were like, okay, well
you might need to help me fill

in this part of the story.

But my memory of this, which is
notoriously horrible, is I think

we were just like, well, let's
just break down our process.

And we knew that a big part of our
process and our frustration with ai,

okay, you're gonna have to help me fill
in how we thought of this idea, but

we knew a big part of the process was
like, it doesn't know your business.

How did, how did we, how
did we think of this?

Or, or was I be, because just trying
to write those first few posts, there

was just that our problem was with
the, the writing itself, like, it, it

wasn't getting our arguments right.

And so a lot of the rewriting
was just getting our own thoughts

into the piece was difficult.

Yeah.

And, and we, we just realized, like,
I think the, the problem that we've

always had with AI writing products is.

That, that issue is just where
does it get the information from?

Right?

It, it, it always takes it from the web.

And so if, if your thought process
isn't published publicly, it's

not taking your argumentation
and putting it into the piece.

And that was like the core problem
that we felt like was missing from

a, like, from just the regular LLMs
because that's not how they really work.

And then a lot of the existing
writing products, yeah.

Yeah.

Now this is jogging my memory.

Yeah.

Like these, what everyone was
like really like hot on or

thought was amazing about Chachi.

BT was just like, it's mastery
of the English language.

Right.

You remember people at the
beginning when it first came

out, they were like, I got it.

Like you could like give it like a
Bible verse and be like, write this

like a surfer, and it'd be like,
yo dude, and you know, and Sorry.

Yeah.

It's good at, it is good at
manipulating style and so you can

give it information and it can change
the style or it's good at fiction.

Because it, it is not real like you
are, like the argumentation in the

story or whatever doesn't really
matter at the end of the day because

you have nothing to check it against.

But when you're writing nonfiction
content that's representing a company,

or you're writing a blog post that's
supposed to sell a product, well, the

information has to come from somewhere.

And it's the most important
thing is what is the argument.

And e, and even with the existing tools,
you could feed it information, but it's.

Understanding of the arguments,
that's where things are broken.

I feel like in a, in a lot of the existing
tools, hold on, that's an important point.

Can you say that slowly or with an
example so people know what you mean.

You can feed it information,
but it's understanding of

the argument is not right.

So, so if you were to feed it a bunch
of, let's say articles about grow and

convert or another business, when it, when
you asked it, what its understanding of.

Like what problem this
business was solving?

What are the pain points?

Yeah, the, are you confident that
it actually digested and understood

that if you fed it like a ton of your
content, it, it wasn't very good at

understanding the core arguments.

So the way that we sell our own
business on sales calls or in our

pieces was very different than.

If you just gave AI a bunch of
information about your business and

tried to get it to figure out those
same kind of arguments on its own,

that's where everything broke down.

And so if you think about just being
able to produce a, an article I, if it

didn't work, just understanding your
business, then it's not gonna work.

Trying to produce an
article on a specific topic.

And so that, that was the problem that
we felt like we needed to solve because.

That, that this, this is not
just an AI problem, this is a,

a problem that grow and convert
solves over other agencies Yes.

Or freelancers.

Is, is what we feel like our
differentiator is, is the ability to

go into an A company, have them tell
us a bunch of information about the

product, who buys like all, all these
different pieces of their business,

and then have us be able to then.

Position their business well and sell
their business well in articles on

specific topics that are related to their
category and, and so that this is the

problem that we felt like, okay, if we're
gonna create an AI product, that's the pro

that's the problem that we need to solve.

Because it's also the
hardest problem to get.

Right.

Not like just writing a blog post.

Yeah.

A lot of these.

Products can do that.

Even chat, GPT, Claude
and all these things.

It's easy to write, it's hard to write.

Well, and and what was interesting
in the survey too is I remember like

one of the questions is like, what do
you feel like it helped you achieve?

Or something?

I don't remember the exact question,
but like everyone's answer was

just, it helped me save time, but
nothing was really about quality.

It, it wasn't, this tool helped
me achieve something better

than I could achieve myself.

It was always just.

The quality's not that great, but it
saved me time and, and I feel like that

that's kind of just the whole industry.

I feel like that's a lot
of how people think of ai.

It's a time saver, but at
the expense of quality.

And so we felt like if we're gonna create
something, it needs to be able to do both.

It needs to be able to create something
faster, but also do it just as well,

or if not better than a human could.

Yeah.

And, and that's true to our brand.

To be fair, there were a couple of people
in the survey that did talk about using

it for editing and whatever to improve,
but it was, uh, few and far between.

Yeah, the majority was time.

So we've arrived at, at that part of
the story where we felt like the big

frustration that these us and the survey
people when they said it just says.

Like mji stuff, it just
says this fluff language.

They would use that thing.

Like, it just gives me fluff
writing, uh, when we broke down.

What another thing there, the accuracy
of the information, like a huge theme is

that people feel like they can't trust.

Ai, like they have to fact check it.

So it gives you this information
and it's just like, where

did it even pull this from?

Right.

Oh, that's not even factually correct.

Right.

And that was another huge issue.

Yeah.

And so we think that was
an argumentation problem.

Like these things are good at
like mastering English language.

The sentences will have
no grammatical mistakes.

It's like great at that.

But then like is the sentence
saying, what is it saying?

What is it arguing?

Is that, well, the substance, so.

The first thing we set out to do is
say, okay, we need to build a tool that

actually understands your business first.

Then produces marketing content
from that understanding.

So what we're gonna share is kind
of where we're at in that, um,

journey and get your feedback.

So.

We have this kind of, I'm, I'm not gonna
show the insides of the tool, it's very

like rudimentary, whatever, but I'm gonna
show you some of the, some of the outputs.

So, yeah, like I, I think what's
interesting here is, is where we're

at right now is we have conceptually
what we think this product should be.

We have some of the key features
that we're thinking of building

and the way that we're gonna
approach the existing features.

And then we have some loose ideas
of where we want the product to go.

And we're generally just
looking for feedback.

If this would be interesting
to people, like what we're, if

what we're building, yeah, these
features sound really interesting.

This could help me save time.

Maybe there's things that we didn't even
think of that would be helpful in here.

All that feedback would be super helpful.

And so if people could leave that
in the comments or they want to just

send us an email 'cause they don't
want to post it publicly, feel free.

And, and also if, but when we're
done explaining this, if you're like,

oh my God, I could use this now.

I'm not, it's not ready this moment to
have users, but we would love to, um,

have you kind of mention that either over
email or maybe by the time we publish

this, we'll create like a Google form
where you can, um, express interest.

In fact, I think we have one
from the AI writing survey.

Okay.

So the core thesis of the thing is
let's have an AI writing tool that

fundamentally understands your business.

What does that mean?

It means it knows your product.

It's features, the benefits of those
features, the value proposition, the

target customer, ICP, ideal customer
persona profile, um, the pain points that

those target customers have, and then how
your product solves them like that, like a

marketer's understanding of the business.

And so, obviously the first thing you
need to do for AI to understand that

is you need to upload a bunch of your
existing information that explains that.

And for most brands, it's gonna
be in a bunch of kind of like

disparate, I don't know, media assets.

Yeah.

It, it could be like an interview
with your CEO where the CEO

explains the whole business.

It could be a sales call
where they give a pitch.

It could be existing blog
content, it could be a brochure.

But that's kind of what we were
thinking in terms of the sources all,

you have all this information that.

Exists already that explains the value of
your business and all that kind of stuff.

Could we just give it a bunch
of those sources and have it

learn from that information?

That is in theory.

So we're, we're gonna demo this
using Grow and Convert because

it'd be inappropriate and to, to
show this for any of our clients.

Um, but we're starting to
use it, uh, internally, so.

We're here for Grow and Convert.

We're just uploaded a bunch of our
blog posts because that's the number

one sort of type of asset we have.

We have Pain point SEO, we have our
white, we started posts, whatever.

Then, and this is key.

We don't then just give it this and
then start being like, now create

blog posts on blah, blah, blah.

What we wanted was proof or confirmation
that AI understood the business.

And so there's some secret sauce
of how we get it to do that.

But I'm gonna show you the output
and we call that the brand summary.

And so this is literally me from the
tool copying and pasting the brand

summary into this Google Doc that came
from these sources that we gave it.

What is Grow and Convert?

And you can pause the video for those
and, and, and I would al, I already

say like, I remember my first reaction.

When I saw this was just, I was like, wow.

I, I, I was, I was like,
how did you do this?

Or like, what did you,
what did you tell it?

I think you asked me like, how
much of this did you write?

Yeah.

I thought, I thought, I legitimately
thought you wrote it because not

only was it pretty much correct.

I think I made maybe like two
or three edits to the document

when this is what it spit out.

But I was just also like, it, it
is written in the way that we would

write it, which is also very hard for
other people to, to, to get right.

Which everyone in the survey
was like, God, like I just want

it to write the way I write.

Like that, that, yeah.

And, and, and like this, like it was
just done in a way, like, I don't even

know if I could write it as well as this,
like the, the way it was pitched and

positioned in like each of the sections.

And, and of course now I might be
overselling it, but you'll see as

we get through it, it is just like.

It, it, it lays out the, the business
in such a good way that someone who

didn't understand it is just like,
this document pretty much gives you

an understanding of the full business.

Yeah.

And, and I, I'm gonna go through
some key parts of the document that

sort of hopefully can convince you
of what Benji's saying and him o

over-hyping and selling our thing.

But, um, one endpoint to say now is like.

A key feature is that the user
can read the document and edit it.

So it's like the AI is saying, okay,
here, I've digested everything.

You've sent me your sources, and
then here's my understanding.

Tell me if it's right.

And I think that's a very
natural conversation.

Again, if you had a new marketing
employee, that's how you would do it.

You'd be like, you know, write
the landing page for this, and

you wouldn't just expect that it's
a hundred percent publishable.

There'd be some back and forth.

So first section is just like,
what is this product or service?

What is Grow and Convert?

Grow and convert?

I'm gonna read a few like
example sentences from each part.

Grow and Convert is a content marketing
agency that specializes in SEO focused

content strategy designed to drive
leads and conversions, not just traffic.

Yeah, like as Benji said, a lot of this
phrasing to drive leads and conversions,

not just traffic is what we've said.

And that's not an accident, like
part of our secret sauce does that.

Um, and then one of the parts of
the end, it says, unlike many other

content marketing agencies that focus
primarily on traffic growth or content

output, grow and convert, differentiate
itself by focusing on conversions

and holding themselves accountable to
lead generation from their content.

You could argue some of this could
be reduced in words or like, it's

repetitive, but it's, but generally
it's our positioning in terms of

if we are to describe our business
to someone, that those are the key

points that we would highlight.

A hundred percent.

It's totally spot on.

Then there's a section that is
for our case called service.

When we produce this for product-based
businesses, it'll say like product,

um, and it sort of reiterates
the content marketing service.

It creates content and then they have, um.

You know, more differentiators,
three key ways.

Prioritize high buying intent keywords.

Number two, conduct extensive
research to produce advanced

industry specific content.

That's true, that's a big
part of our differentiator.

We don't do Google research papers.

Um, they actively promote, uh, content
through page channels and build links.

Also true.

I can see already Benji, I
make like a slight tweak.

They conduct research to produce,
I would say like interviews.

Yep.

We use client interviews, but that's
the kind of the point is like,

it, it gets a lot of this right.

And then you can make these tweaks.

And then features, again, features,
it's kind of the way this document

brand summary is, is created is maybe
a little bit more, um, focused on

product-based businesses, but this
works fine for a service-based business.

It talks about pain point SEO
as the first feature just.

That fact putting pain point SEO as the
first feature of our agency is correct

from a prioritization standpoint, that
is the most important feature from us.

And so in Pain point SEO, it correctly
says there's three subcategories,

category keywords, comparison,
alternative, and jobs to be done.

It's explanation of each of them.

Is spot on Category keywords
are search terms that directly

correspond to the product or service.

The category is in eg best CRM software
or content marketing agency Comparison

alternatives are indicating that search
was comparing products eg Salesforce

versus HubSpot jobs to be done, et cetera.

Like it just got its understanding
of pain point SEO was spot on.

Um, additional features like this
is where it correctly gets expert

interview based content creation.

Instead of outsourcing to
freelance writers who create

quote Google Research papers.

I was so happy when I read that.

Yeah.

This is why I was just like, wow.

I was like, did you, are you,
you sure you didn't write this?

I was like, I don't
understand how it knew this.

I, it was like an a read papers,
parentheses, regurgitating

what's already online.

Yep.

Like that's how we talk about it.

So funny.

Yeah.

Grow and convert.

Conducts extensive interviews, shapes
the article around the viewpoints,

knowledge of the company, et cetera.

Active content promotion,
conversion tracking also a key

part of our features anyway.

Then it then lists
customers and use cases.

Remember this document is going
to be, is not an output by itself.

I mean, I sure you could use that as
an output if you had a use for it,

but it's to guide its future content.

Products and deliverables you're gonna
create, such as blog posts, outlines,

super content brief that we're gonna
talk about, social posts, et cetera.

So you're just sort of, it's saying this
is what I understand your business to be.

And so it has detail like
customers and use cases.

It lists our customers like B2B SaaS
companies as the first customer type.

It lists the pain points of those
types of customers, how Grow,

convert, solves those pain points
and the end benefits of solving them.

And it does that for multiple B2C
companies, service businesses.

Then competitors and alternatives
are not just like direct competitors.

It's not just listing agencies.

It talks about categories of
alternative ways to get this from your

customer, that your customer can use.

They can use other content agencies, they
can use in-house content teams, they can

use freelance writers or traditional SEO
agencies, and it has bullets describing

each one, and then differentiators
relative to those competitor stuff.

So like.

This is the brand document and in
the tool you'll like, you upload your

sources, you generate the brand document,
and then you can edit it and sort of

like, you know, massage change it.

And, and we are envisioning that, that
be collaborative where like you can, you

know, the marketer can do it first, give
it to the CMO, the CMO can be like, oh,

I would change this, that and the other.

Give it to the ceo.

See, you know, like as much
or as little as you want.

It becomes this collaborative thing
where you're saying, our tool now

understands our business to be this.

It understands the customers to be
this, it understands the pain points

we solve to be this, then it's
ready to produce content for you

of different types moving forward.

The first we, we have already played
with having it produce social media

content and different things, but the
big one we're trying to do because

scratches our own itch internally
is obviously SEO blog content.

And as we described earlier, like
jumping to a draft is really hard.

Like a grow, a grow and convert.

Even a new writer that has passed
our test project and done some

training, when we give them to a
strategist and have them write like

there's a bunch of editing involved.

So that's like, we were like,
oh, this is gonna be hard.

So I'm gonna fast forward through tons of
iteration and work we've done, but what

we have it producing now to help us in.

Blog post content generation that we
wanna show you guys and get your feedback

on to say like, would you like this?

Is this useful to you?

Would you want this if
we said it was available?

Now it's not, but in theory is what we
are kind of have a temporary name for,

or jokingly are calling a super brief
and we're kind of making fun of the

fact that content briefs, everyone uses
content briefs, but they're sort of.

Just painfully basic, they'll
be like, content briefs will be

like, make sure every sentence is
not longer than this many words.

And write at a, you know, high school
level or a 10th grade level and like,

you know, every five sentences include
a photo or something like this.

The, the, the challenge with.

Normal content briefs is one,
they're tedious for whoever the

content marketer is in-house.

To go through the process of creating
it, you have to like come up with

a keyword, the secondary keywords,
and like try to give the writer a

bunch of information on the topic.

And we wanted to kind of flip that
process like if you were internally

and if, if you were someone internally
and you were working with a writer

or writing team and you wanted to
go after some topic or keyword.

What is the information that would be
really helpful to give to the writer,

to get them to produce the best content?

And, and that's all I'm gonna say because
I think now going through our, our brief,

these are the, the things that we think
would be most helpful for AI to do for

either the content marketer or the writer,
if they're going to target a keyword.

Yeah.

And I would add one more thing,
like you said, the problem with them

is that it's tedious to produce.

There's an additional problem,
which is on the other side.

It also, they're not helpful.

It's not very substantive.

It doesn't have anything
particularly useful.

It'll be like, this is the
key word, you know, here are

some H two ideas or something.

And this is part of the problem with
just content production overall, is just

the, the existing processes are broken.

And that's what, in our agency,
that's what we try to fix because

giving someone a content brief
doesn't give them usually a ton of

the argumentation from the company.

So that's what leads the writer to then
going and doing a bunch of research on

their own and coming back with information
that's maybe not the same viewpoint

that the company would have and not
the same arguments that a salesperson

would have if they were explaining.

Yeah.

But sometimes means that tells you
like word count specifications doesn't

tell you, sorry, how am I supposed to
position your product and get conversions

from this content for that keyword?

Is that even possible?

That's the substance of
what you're gonna write.

That's left to the writer.

So in our tool for this particular
output, this uh, content brief

or what we're calling a super
brief, you give it the keyword.

That's it.

It now has already known your company.

Based on everything we talked
about, it's understood your sources,

it understands your customers,
it understands your product.

It's value propositions,
features, and you just say no.

Here's the keyword.

So the example I gave for grow
and Convert is I gave the keyword.

B2B content marketing agencies,
I believe agencies plural.

So very standard category,
keyword, bottom of funnel for us.

Um, so here is what this
output currently does.

First it analyzes what type of
keyword is it is an our pain

point, SEO, um, framework.

So it says B2B content marketing
agencies is a category keyword.

You can Google pain point SEO and
read about that if you're not sure.

This search term directly corresponds
to a specific service category the

businesses are looking to purchase,
and the searcher is explicitly looking

for agencies that specialize in
content marketing for B2B companies.

Um, so, well, I I was gonna
say, it is probably important

to cover how it knows that.

Yeah.

I mean, you're right that
that's more secret sauce.

We have trained it to know that.

So behind in the background,
you're right in the background,

we have taught this tool.

A bunch of our understanding
of SEO and content marketing,

so it knows Pain point SEO.

And that's not just true because I'm
using Grow and Convert as an example,

like in the tool that will be released
that any anyone can use for their company.

It knows this, it knows that there's
different, but, but, but I think

it's important to cover that.

It, it's actually looking at the SERP
and, and coming up with this information.

Oh yeah.

So as, as, as opposed to if you were just
to use chat GPT or something like that.

It's, it's using its training data
and not looking at the live cert.

Yeah.

Uh, we'll, we'll get to the cert part.

You're right.

So then search intent, it then
elaborates on this and says, who

is the likely customer persona
that would be Googling this?

So for our case, again, B2B content
marketing agencies is the key word.

The search, it says the searcher, likely
a marketing leader, CMO, VP marketing

director, a business owner who's
responsible for driving leads and revenue

through marketing, blah, blah, blah.

And then it says their pain points.

So struggling to generate qualified leads
from their current content marketing,

lack of in-house expertise, et cetera.

So then this is what
Benji's talking about.

Section three of this super
brief is patterns in the serp.

What it our tool has done is our
tool goes and Googles this your

keyword and digests and understands
the, I believe top 10 results.

So it sees what's already
ranking, and then it analyzes

that for you to find patterns.

It says types of pages ranking the ER
dominated by list posts featuring TOP

or best B2B content marketing agencies.

These are resource
pages, blah, blah, blah.

It then finds common patterns of content,
most pieces within what's already ranking.

Most pieces begin with an explanation of
why Barb BDB marketing is challenging.

They typically outline
evaluation criteria.

Mm, I should double check that.

I'm not sure that they, most pieces do.

The majority feature lists of agencies.

Absolutely true.

Many emphasize the importance of
strategy over just content production.

I would also double check
that, um, most include this.

Then it tells you weaknesses in the serp.

So it says, many listings are
superficial, containing only basic

information about each agency
without case studies or results.

There's limited discussion of how agencies
measure success beyond vanity metrics.

Few pieces provide clear differentiation.

Why?

Why do this?

Because this is built again,
around scratching orange and

how we think about it and how we
analyze and decide what to write.

We as humans sit around strategists,
me the writer, we go through and say

what is already ranking and what is the
weaknesses of what's already ranking?

So we know how to
produce something better.

Like this is our process.

And we think it's a damn good one.

That's why.

And so the weakness, this highlights
opportunities for you as the company.

If you're gonna go produce a
piece of content on this, what's

missing from the existing pieces of
content that we could cover, right?

So you can take, for
example, the second one.

There's limited discussion of how
agencies measure success beyond vanity

metrics and say, oh, that's interesting.

Like, and then start, your wheel
starts spinning and saying, maybe

I can include something like that.

And then I added, um, this to it
just top three ranking pieces just.

Explicitly tells you what are
some of the top three ranking

pieces and what are they on?

This is a, a grow and convert thing
where sometimes we, we feel like

there's extra emphasis on what's ranking
at the top, that that really shows

you what Google's really favoring.

Then it starts to give you ideas now at,
at this part of the brief and beyond.

So section four is content,
format options, and we have

kind of two things that we do.

We say we, the tool will tell you.

What's like the safest content
type you could create for this

keyword, which is as similar to
what's already ranking as possible.

That's how we define safest.

So it says, look, the safest
format would be a comprehensive

list post of the best B2B content.

American agencies give detailed
reviews of each agency including their

specialties, case studies, and approaches.

This aligns with what's already ranking
and what sources expect to find.

And then it even gives you a small
idea at the end, including categories,

like best for SaaS, best for technical
content would make it more useful

for the diverse B two P audience.

I like that.

Pretty smart.

And then this one, I had never seen
this before and I already love this.

Yeah.

Something that I haven't even thought
of, but I'm like, this actually, yeah,

this came from some collaboration on
our side, but like we thought, you

know, let's have it also give some.

Um, more creative stuff.

You don't have to use it, but we call it
like the riskier unique content format.

And so it says, A more contrarian approach
would be creating an interactive decision

tool or guide that helps business.

I identify the right type of B2B
agency based on their specific

needs, goals, or industries.

That would be hard to create,
but that's pretty creative.

It's good.

Like if you actually had an interactive
tool, that would be pretty cool.

Like, you know, what are your issues?

And then here's some B2B
content marketing agencies.

It could include it, it goes on.

This could include a self-assessment
quiz, budget considerations,

matching algorithm, whatever.

Again, the whole point is this is
a riskier unique content format.

It's an idea.

So remember in the survey a lot of people
were saying they're using it for ideas.

We said, let's do it really well.

And now this is start to get to
the PO part that I really love.

Section five is a very kind of on-brand
growing converting thing, which is ways

to pitch your business for this keyword.

So again, we're gonna use our
grow and convert service business

for content marketing agent
B2B content marketing agencies.

You can imagine if you're listening
and you have a SaaS company or

SaaS clients or some product based
businesses, it would be for this

keyword, how do you pitch your product?

And so it says, it gives you ideas
like grow and convert services tied

directly into the pain points of
searchers looking for this keyword you

can position as a solution for this.

And then it starts mentioning
pain point SEO, strategy,

expert interview based content.

It'll reiterate the features.

And for a service business,
it's, this may seem like kind

of obvious and it kind of is.

Service businesses are different, but.

In theory, you can imagine, you
know, I mentioned at the beginning

of this conversation like a
theory, like IT security software.

If you had a particular software that
like approached IT security in a unique

way and you had some keyword like,
how do I keep my web server secure?

This would start giving you ideas of,
Hey, mention this feature, mention

that feature, mention this feature.

It'd be like, okay, this
is how I can tie this in.

And if you're giving this to a
writer, this lets the writer.

C, like, here are the features
of our brand and product that

can be tied into this keyword.

So they start producing pieces
that actually convert and

actually sell your product.

Gives you some title options
that's self-explanatory.

And then it starts giving you a couple
introduction ideas, and I'll say in

some of the secret sauce behind this.

It's, we are training it and it's
learning kind of grow and convert style.

So it'll lean towards that, you know,
and so we can see from our first few

outside users that aren't growing convert,
like, how much do you guys like this?

But I'm not gonna read out the
introductions, but it gives you

introduction ideas and then it gives
you, um, outline ideas as the final

part, which is, it kind of gives
you different h twos and possible

sections that you can include in it.

Again, this is where
there's a lot of creativity.

Different writers may write very different
pieces for the same keyword, and so

we'd be curious kind of, you know, your
feedback, but our current approach to

attack that is instead of having it just
be like, here is an outline, we we're

calling this outline ideas so that you
can pick and choose, you know, which of

these H twos seem to resonate with you
or go along with kind of what you want.

It's, again, this is a, what we're
calling a super brief, right?

It understands your business.

It knows your customer and its pain
points, and it's giving you an outline

beyond just regurgitating what's on
the serp, like a Google research paper.

But examples here are like section
one, it says you can have one.

That's like why most content marketing
fails to generate leads, which would be

a good, like the fact that even suggested
this is proof that it's doing all of this.

Knowing, grow and convert as a business.

For a generic content marketing agency,
you would never suggest that one of

the H twos is why most B2B content
marketing fails to generate leads.

That's a very grown and converting thing.

So for your business, if your product
focuses or has a particular angle

or a benefit, it's gonna suggest
H twos that are aligned with that.

Yeah, and I, I really like that second
sentence too, the traffic focus agencies

that often create surface level content.

If you were a prospect who has
previously worked with that.

Then point number one really resonates
with you because there's a lot of people

who have previously hired freelancers
or previously hired other agencies

that just focus on the production part
of it and they've grown traffic and

it fails to generate leads for them.

And so this point just
really resonates there.

Yeah, and and that's another example
of like, you can't just prompt

Chachi BT quickly and be like,
Hey, I'm writing a blog post for

B2B content marketing agencies.

Uh, and even if you wrote like,
and, and if you just said like, help

me understand this, it, it would
never even think to write this,

you need to know, grow and convert.

You need to know what we focus on
to even know to talk about this.

And even if you told chat GPT, this
is for grow and convert, like we've

tried that, it would be really hard
pressed to, to say this and especially

say this in a way that's like close to
your, um, positioning and messaging.

And it gives a bunch of ideas like
a section idea, key evaluation

criteria for B2B marketing agencies.

Um, that's a, that's a pattern that we do.

We, we love to talk about that.

Um, number three, then have a section
on grow and convert, and then it

starts listing additional agencies
that you could list because it knows

that this is a category keyword
and it knows it's a list post.

Yeah.

What you're supposed to do is probably
give it a list post and it even gave

the, you know, this is an outline for a
post that could be titled something like

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