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Every day marketers sift through dozens of headlines, posts, and slacks telling us about the latest and greatest trend we should be following.
It’s easy to feel overwhelmed and like you have to figure it out by yourself. But you don’t have to do it alone. Content Matters with Nicole MacLean (Compose.ly’s CRO) is your digital partner for filtering the trends and focusing on the content that matters most — creating connection that drive results.
For more, head to our site: https://compose.ly/content-matters
Produced in partnership with Share Your Genius: https://shareyourgenius.com/
[00:00:00] Cristina Huré: Curiosity will need to live with us and has lived with me at least throughout my entire career. And marketing. Just, it's a domain that keeps changing and often we don't have control over the change. So the more you're like interested in learning about how different algorithms and channels are evolving, the better you're gonna be at at your job. I think you can never really stop learning.
[00:00:27] Nicole MacLean: I'm Nicole MacLean and this is Content Matters, created in partnership with Share Your Genius. This show is your digital partner for filtering the trends and focusing on the content that matters most. Creating connection that drives results. Let's cut through the marketing chaos together.
[00:00:46] Cristina Huré: My name's Christina Huré.
[00:00:47] Cristina Huré: I am the senior content marketing manager at ContactMonkey. And we're an internal comms B2B SaaS solution, and we basically help internal communicators better engage and measure, um, employee engagement. So all of what I do deals with content from blog posts to video marketing to LinkedIn content sales enablement.
[00:01:11] Cristina Huré: So I touch a little bit of everything under the content marketing umbrella and it's my favorite part 'cause I love variety.
[00:01:17] Nicole MacLean: So tell me, how did you get into marketing, kind of find yourself in the position you are now? I
[00:01:23] Cristina Huré: started working as a journalist in the Netherlands. I did my master's in international comms.
[00:01:30] Cristina Huré: And what took you to the Netherlands? It, so I found a joint program and my dream was to live or experience Europe longer term. So. It was a joint program between the Netherlands and Italy. And as I was studying, I ended up working for an energy magazine. It's literally called NRG, and I would cover energy and adjacent field stories.
[00:01:54] Cristina Huré: And that, uh, became the editor in chief after a period of time and kind of found that my undergrad is in poli sci. I quickly realized I don't wanna be in politics, I wanna be in the creative space. So from there, there's some PE cons to the, to the politics side. Oh yeah, yeah, for sure. Uh, but from there I came home, started working in PR for agencies.
[00:02:17] Cristina Huré: So I was working on a number of different clients in two different agencies, then went on to in-house pr and after that I found myself in content marketing. Uh, during the pandemic, actually, I pivoted from travel in the middle of the pandemic to a digital mental health company called My Beacon. So that's how I kind of kickstarted the, this transition between PR and content, and now I'm here at ContactMonkey.
[00:02:45] Nicole MacLean: Yeah. What would you say are the similarities and the biggest differences from an editorial content lens versus a content marketing lens?
[00:02:54] Cristina Huré: When you're thinking about stories to pitch media? So you kind of have your, like your journalistic hat on and you have to always monitor like what are the different stories that media are?
[00:03:06] Cristina Huré: Covering and how do you insert brands into the existing conversation. While on the content marketing side, you can kind of create your own conversations. You don't have to find conversations where you might make sense to insert the brand, obviously. So I find that you have a lot more control over the narrative and even beyond just the messaging and storytelling side.
[00:03:29] Cristina Huré: I went from a world where there was no metrics, you couldn't measure. Success or performance, unless you had a good relationship with a journalist, for example, and they were gonna send you follow up data. But now I have all the data that I need, I can track performance, I can see user behavior, I can actually use the data to inform a strategy rather than a bit more like guesswork is involved when you're working with earned media.
[00:03:55] Cristina Huré: So I think those are the main differences.
[00:03:58] Nicole MacLean: Yeah, the data piece is so interesting of, I like the way you framed that. You know, you control the narrative. You can see what's working, what's not. You almost get probably more immediate feedback on if the narrative's resonating with the audience and it can adjust to that versus with earned, it is a little more guesswork.
[00:04:17] Nicole MacLean: Or it can also be so dependent on like cultural trends, so much more outside of your control. Totally.
[00:04:26] Cristina Huré: And I mean, it's easier to say that you can build trust. A lot more, um, successfully in, in the earned media space. 'cause you're basically earning that coverage, right? So if a journalist doesn't believe in your brand or in your mission or the story you have to tell, they'll reject you, which happens quite a bit.
[00:04:47] Cristina Huré: Yep.
[00:04:48] Nicole MacLean: You gotta have a thick skin in the earth side.
[00:04:51] Cristina Huré: Yeah. But once you know how their brains work and what makes a story and what they're interested in, like you have to get pretty, uh. Close, I guess, to the journalists themselves, like getting to know them and what they're covering, that at that particular time, it ends up working from a relationship perspective.
[00:05:12] Nicole MacLean: So it's interesting right now because I feel like every webinar I go to or anything I read on AI search and how that's changing the game, it is that reputation management, earned media is going to play a bigger role. Mm-hmm. If not a more. You know, link building has always been a touchy topic in SEO and how much it actually impacts with domain authority.
[00:05:36] Nicole MacLean: And now with the LLMs, if you have a really good earned brand reputation strategy, that could actually be your fastest path to showing up. In some of these, it almost feels like the journal, the marketers, 'cause we've had so many marketers on the show that have a journalistic background, which is great, but it almost feels like the PR background is now going to actually take a larger.
[00:05:58] Nicole MacLean: Piece of just your traditional content. I'm curious just if you've like noticed that or if you are kind of thinking about how to use that skillset and bring that in to be more a part of your strategy, knowing kind of where that shifting.
[00:06:12] Cristina Huré: Yeah. I've had a few aha moments lately where I find it keeps coming up.
[00:06:19] Cristina Huré: I'm like, oh, this is actually digital PR coming back like full circle. So. Even though my title has changed and my focus areas have changed, the similar principles are reemerging in terms of how do you garner that the placements in other media sources, like even Reddit. Yeah. S are scanning Reddits first, right?
[00:06:44] Cristina Huré: Or it's part of the sources that the tools are crawling. So you have to kind of shift your mentality. From, oh, you know, we have all this control over the o uh, or yeah. Owned media channels, but you're not gonna get visibility unless we earn some traction too. So, very different worlds we're in right now.
[00:07:05] Cristina Huré: Um,
[00:07:06] Nicole MacLean: can you share maybe one or two of those aha moments that you've seen for myself?
[00:07:12] Cristina Huré: Yeah. Well just, just studying like the algorithms, the changes in the algorithms, and exactly how the machine works. I make that distinction a lot. Now. Human versus the machine. Yeah. I never thought I would have to, but here we are.
[00:07:27] Cristina Huré: Here we are. Yeah. So I find the more positive reviews you have on Google, for example, the higher you rank or the more, uh, features you actually, uh, garner in the GAI overviews. Reddit, if the sentiment is positive, I find that the brand will appear much more frequently in in GAI. So those are just some basic examples, I would say.
[00:07:53] Cristina Huré: But it's become pretty obvious that all the channels matter. If you want visibility and impressions now, 'cause that's how we're starting to look at measurement.
[00:08:06] Nicole MacLean: Well that's in theory, that's how SEO always should have worked is it's. Of course there are some dedicated things you can do to optimize, hence search engine optimization.
[00:08:16] Nicole MacLean: Um, but it's always been, I think the strongest brands, the best holistic strategy, maybe seven times outta 10 are the ones that win. Of course, there are certain industries that you can kind of hack your way into, but now it's just kind of becoming clear and clear that's what will win in the market. When you said like trends come back, you know, I feel like right now for any millennial, we're seeing, you know, nineties trends come back in fashion and things.
[00:08:43] Nicole MacLean: It's, yeah, we're kind of, yeah, like you said, a digital PR strategy. That's definitely what I'm hearing more and more of. And it's not just link building I, whether you're ProLink building or anti link building. If you're looking at someone who's selling you a digital pr, I would highly recommend that you're pushing to make sure it's not just a glorified link building package.
[00:09:01] Nicole MacLean: Yeah. Because it's way harder to do like what you said. You have to really understand the narrative that already exists and then figure out how you organically and naturally work into that. And so much, and this is why I think people haven't liked Link building, is 'cause it's just like, well this is 10% relevant to what we do.
[00:09:20] Nicole MacLean: So yeah, let's get a link and send that signal back.
[00:09:22] Cristina Huré: Yeah. Yeah, for sure. I've never been totally ProLink building. I find that a lot of the times I'll get pitches, like my inbox is full of pitches, but I can never find the relationship. Like why are they sending me this opportunity when it's clear that our traffic in our ICPs are very different?
[00:09:44] Cristina Huré: So that's another aha moment I would say. 'cause. Like when PR people pitch journalists of stories that are not part of their beat, they must be like, why are you sending me this? Right. So, yeah.
[00:09:57] Nicole MacLean: Well, and it goes to, you know, I have a background in partnerships and it's always something I think either gets too narrowly defined is like, oh, well you have a partnership, so that means it's referral or you know, resell model.
[00:10:12] Nicole MacLean: Like that's a partnership program. But really it is, it's so much broader. I think it's just finding and building relationships with folks who aren't necessarily clients, but just share a similar ICP have a similar mentality.
[00:10:27] Cristina Huré: Mm-hmm.
[00:10:28] Nicole MacLean: And then finding ways to work with them. That could be a digital pr, that could be webinars, podcasts.
[00:10:33] Nicole MacLean: I mean, it could be a lot of things that isn't just a direct resell. And I, I think especially in a down economy, that type of peer relationship is what often gets overlooked. For sure
[00:10:46] Cristina Huré: and synergies, like it's, I'm happy. I'm happy about the fact that relationships seem to be more front and center now, and there's more sentiment across the board.
[00:10:58] Cristina Huré: I think like even non marketers are starting to realize like, we don't want transactions, we want relationships, so,
[00:11:07] Nicole MacLean: oh, I love that. All right. I feel like that needs to go on a marketing pillow, like cross stitch of. It's not about the transactions, it's about the relationship.
[00:11:16] Cristina Huré: Yeah. People first I love, isn't that why we're in the business?
[00:11:20] Nicole MacLean: Well, you would think. You would think, yeah, but sometimes they think that gets overlooked because, and that almost goes back to we, I love data. I would say most marketers now are way more data heavy than they ever were previously. But it can be a little too easy to hide behind the data and get lost in, is this an MQL or an SQL or?
[00:11:41] Nicole MacLean: And, and forget that it's really a human who's experiencing your brand, your content, and yeah. Are, is that content actually helping to reestablish the relationship along the way? Yeah. And add value for sure. So that's a great transition into how do, what role does content play for you at ContactMonkey right now?
[00:12:05] Cristina Huré: So it's being used strategically across the full funnel. So like I said, I, it's about blogs for SEO sales enablement is now under content, which means we need to help with key messaging around the product and how do we stand out against our competitors and, and whenever there's a new feature being launched, how do you market that?
[00:12:29] Cristina Huré: So you're a product marketer now. Yeah, I, it's new. I guess like I never had product marketing strictly under my umbrella. Buts more prominent. I would say that I spend more time now, like understanding how to market the product rather than writing SEO posts. But things change every month, kind of. I'm just keeping up with the changing times.
[00:12:56] Nicole MacLean: Absolutely. How. Sales enablement is an interesting one because I think in a thriving content engine, having sales feedback, customer feedback, having your head of content or the person working closest to the content really understand how the the market is relating to the product, just makes the content better, even if it's an SEO piece or a sales collateral.
[00:13:22] Nicole MacLean: But most content marketers don't have a background in product knowledge and it's a different skillset. So how have you adapted that? Or do you think that this type of messaging should belong with content? Because at the end of the day you are that consistent. You are the kinda that veil of consistency before it goes into the market.
[00:13:42] Cristina Huré: I do because I often find product managers or, and the people who are building the product, they don't translate. What the product means for the user in the best terms. And sometimes it can be a little too technical and we forget that more often than not, people who don't work in tech, for example, might not have the technical knowledge and the technical understanding.
[00:14:10] Cristina Huré: So really like when you market a product, I think you have to kind of dumb it down a little bit. Like talk to me in the most basic terms. Grade eight level language. That's what I've kind of used as a guiding principle. And if, if the content marketer's already close to the customer, 'cause you know the content, by adding value, you're actually solving challenges.
[00:14:34] Cristina Huré: You have to really understand how the audience thinks. And the closer you get to the audience, I think the better you are at messaging what the product actually offers. And its value props. So I think it. For the most part, it should live under content product marketing in general, or there's just close collaboration between content and product marketing and that.
[00:14:57] Cristina Huré: I don't think that can be overlooked.
[00:15:00] Nicole MacLean: Well, what I've seen too is bless our product managers and even sometimes product marketers, depending on where they sit. I think if they, if it's a product marketer that sits in marketing versus a product marketer that sits in product, this could look different, but it's all, it's.
[00:15:14] Nicole MacLean: Like what you said is making sure it's simple language that they can understand, but also putting it in their shoes of like, okay, well what are the 18 things that a user of ContactMonkey is potentially doing in a day? And ContactMonkey is one of the things they need to go do. How do you talk about release notes or a new feature, or if it's a prospect, how this would add to their day from their lens?
[00:15:38] Nicole MacLean: And very often marketing is one of the few departments that like eats and breathes that every day. Mm-hmm. Versus it could be the same information, but just told an entirely different perspective. What's
[00:15:51] Cristina Huré: interesting about my current role is that I actually have communication experience. I've never strictly done internal communications, but similar principles apply when you're speaking to internal versus external audiences.
[00:16:07] Cristina Huré: So I'm kind of like, I understand what it's like to be in the user's shoes. I understand what it's like to use different email tools as a marketer and it really helps to have like that real life experience. 'cause otherwise it's, you can get a bit vague in the way you explain things and I find that it's not as effective.
[00:16:27] Cristina Huré: But yeah, hopefully I'm doing well as a product marketer. So far so good.
[00:16:32] Nicole MacLean: Yeah, absolutely. The internal comms piece is interesting because I think at small organizations it does tend to sometimes fall under marketing. To do that too, be because like what you said, there is a lot of overlap. We are the communicators.
[00:16:46] Nicole MacLean: We do a lot of external communication. So when there's internal stuff, I have either been tapped or I've had colleagues that are tapped to say, okay, well can you roll out this new thing? What are some of the maybe best practices you've seen on an internal side that would maybe be different from external if there are any?
[00:17:04] Nicole MacLean: Or is it just really similar? Is it really like in the kind of the best standard practices stand?
[00:17:11] Cristina Huré: I think there's more that I think is missing in terms of how internal communications operates that they should kind of borrow from the marketing playbook. Because if you look at, like, I, I thought back in, in all my roles and I, I remembered what the emails were like when receiving from hr and it was kind of like long paragraph text just deployed directly from Outlook.
[00:17:36] Cristina Huré: There's no visuals, it's, you just have to read. 300 plus words, if not more. But when you send an email to an external audience member, there's design involved and how do you craft the messaging? Where do you put the CTA? How do you make sure that the reader actually takes action? So it's different because I don't think internal comms is there yet, but that's really why I exist, is to help them kind of get better at their jobs.
[00:18:08] Cristina Huré: By teaching them different marketing principles and ideally increasing engagement the same way we would to external audiences. But now you're just dealing with internal folks and I think it's actually should, it should be easier. And there's untapped opportunities 'cause employees are, they belong, like within an organization.
[00:18:30] Cristina Huré: You can speak to them, you can walk up to their desk, you can ask them what their communication preferences are, or send a survey. Whereas external audiences are harder to access until you build trust and relationships with them before you engage them. So
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[00:19:42] Nicole MacLean: You'll be one step closer to having those projects off your never ending to-do list, so you can shift focus back to the big picture. That's clutch.co/contentmatters. Shifting gears a little, what would you say is a current challenge or recent problem that you are working through or working to overcome
[00:20:03] Cristina Huré: Overall in content, it has been a challenging year just to figure out what comes next.
[00:20:08] Cristina Huré: How do we pivot, how do we adapt, how do we change our strategy? And kind of similar to what we've been talking about, like the relationship first and value first. Kind of marketing strategy and approach is coming up. More and more. We're doing direct mailers. That's new. I haven't really heard previously digital companies, so tech forward companies doing direct mailers.
[00:20:35] Cristina Huré: Although I think it's a really good idea because when you have your inbox flooded with all hundreds of emails. How do you really cut through the noise? And we're now kind of thinking about marketing at in contrarian terms, so our focus is now to basically get attention in ways that people are not used to seeing it.
[00:21:01] Nicole MacLean: I used to do a lot of direct mail pre 2020 and yeah, it was a really effective channel. How have you overcome the, are you working from home versus working in an office and knowing where to send the direct mail to?
[00:21:16] Cristina Huré: Yeah, so we have an events team that manages all the logistics, but they'll, the relationships are pretty much owned by sales and we first reach out to them and let them know that we'd love to send them a package or whatever that might be as part of a BM campaigns.
[00:21:33] Cristina Huré: And they'll confirm their address that way, or we already know from their signatures or databases where we can send. But I mean, sometimes the, it doesn't end up landing with the right person and that's always a risk that you take. But
[00:21:49] Nicole MacLean: yeah, it's been the hardest thing for me to justify post 2020 is just knowing where our people.
[00:21:57] Nicole MacLean: And where can it land? Because sometimes if, you know, when everyone was in an office, it's like, okay, well hopefully this gets to someone. Yeah. Or someone will put it in the kitchen and say, oh, this was clever. Or, you know, it'll, it'll make its way around. But in the, in the hybrid or remote work, I feel like it's a harder thing, but I definitely feel like it was incredibly effective.
[00:22:15] Nicole MacLean: And there's something about the tactile, right? A boss that would say lumpy mail. Just something that didn't that perfectly, like it makes you in, you're intrigued and you're curious to at least open it and see what's in there.
[00:22:27] Cristina Huré: Yeah, very different for sure. And every time there's a tangible, I think it improves the overall experience.
[00:22:36] Cristina Huré: Like you can play with their senses, maybe you wanna send them something they can smell and touch, feel unravel, whatever it might be. So I find people's retention is a lot better when they actually have a full experience, like in real life rather than just digital. Can you give an example of a campaign you've recently
[00:22:54] Nicole MacLean: run?
[00:22:56] Cristina Huré: Yeah, so we did um, like an X marks the spot kind of treasure map Yes. Campaign. And inside it was like a full on comms kit with different little gifts that are related to each of the customer accounts. Um, and there was a treasure map, and in order to access your treasury, you had to scan the QR code, which would, uh, connect them with our sales reps, and the sales rep would give them.
[00:23:24] Cristina Huré: A code and that's how they would unlock their treasure. So it also gave sales an opportunity to reconnect with their prospect and you know, rebuild that relationship. That's amazing. Yeah. That's, yeah,
[00:23:36] Nicole MacLean: that's really fun. I love that.
[00:23:38] Cristina Huré: Yeah, kudos to our events team. That was pretty much driven by them with content support, but it was very heavy and on the logistics front, but it actually worked quite well, so.
[00:23:49] Cristina Huré: Success.
[00:23:50] Nicole MacLean: Yes. So I used to work in employee engagement, um, measurement, like surveys, gosh, probably like five and a half years ago now. But I remember doing one with like a fortune cookie theme. Ooh. So we did custom fortune cookies and we had done, we had some like proprietary data and so the fortunes weren't really fortunes, but it was like interesting data about.
[00:24:13] Nicole MacLean: Engagement and kind of going back to like, you know, don't leave your employee engagement to luck or something like that. You know, get data so you can actually make informed decisions. But it's a, it's a fun, that's cool space to play in for sure.
[00:24:26] Cristina Huré: Yeah.
[00:24:27] Nicole MacLean: I love it. The more creative we can get, the more fun it is.
[00:24:29] Nicole MacLean: Right? Exactly. So I feel like now this is a consistent question I have to ask in just the world that we are, but, so two part question. One. What is the internal discussions look like around ai, specifically the use of ai, you know, how like, are you being told to embrace it and figure out how to make it more efficient?
[00:24:55] Nicole MacLean: And then part two, which I can share but is, you know, how are you doing that? Are there any, you know, really great use cases you have that you can share?
[00:25:03] Cristina Huré: Yeah, so the company overall is definitely pro ai. And it is, it is encouraged. We, we are often encouraged to start exploring or advance our skills in, with all kinds of AI tools.
[00:25:17] Cristina Huré: How I've been finding, it's helping me do my job a lot faster. We have integrations built in between Gong and our AI tools that essentially summarize the transcripts and can offer me. Like the top customer pain points where they're getting stuck. Um, competitor mentions. So I actually act at access Content intelligence through these AI integrations with Gong, and that I think has helped me make the content smarter.
[00:25:48] Cristina Huré: And even, we just finished revamping our landing pages and the angles we used were all related to these top mention pain points. If I had to go through Gong Trends, that's a dream for marketers. Yeah, I know, I know. Because it, before, before this integration, I was thinking like, how do I extract all of this data?
[00:26:09] Cristina Huré: There's thousands of conversations in Gong, right? You can do like keyword searches, but I hadn't found a way yet to take all of the data and summarize it in like top five, and it did like a sentiment analysis. It captured all the frequency of each of the pain point mentions, and that's how it came up with, here are the top problems that your customers are dealing with now.
[00:26:32] Cristina Huré: Solve them through content. Right, right.
[00:26:35] Nicole MacLean: And is that just like a Zapier integration with tools or were you able to actually connect like OpenAI or you know, whatever tool you're using directly on top of Gong? I think it
[00:26:47] Cristina Huré: was through API. I didn't set up the integration directly. Um, someone on our technical team did, but I'm pretty sure it was API can follow up on that if you really wanna know.
[00:26:58] Nicole MacLean: Yeah, I'm just, it's, I still have so much to learn, obviously, but I'm always trying to figure out like, how do you actually, you know, like Slack recently, maybe by the time this comes out or someone's listening to it, maybe not that recently, but has, you know, like their own Slack ai, which I'm sure is either their own or sometimes it's built on top of something.
[00:27:17] Nicole MacLean: And now I can summarize Slack threads or Slack conversations. HubSpot, I know, has recently kind of said, Hey, you can have, you can integrate with open AI and we'll try to, you know, do some summarizations. So I'm always trying to figure out like, where is it more like prebuilt APIs? Where is it where some people have total workflows with Zapier, which can make it work really well?
[00:27:43] Nicole MacLean: Mm-hmm. Just because I think that's maybe the next. Challenge I'm hearing in the market is, okay, people are getting more comfortable with the prompts or using some of these tools and knowing what it's good at and what it's not. But now it's more of the structure and kind of like the engineering side of, okay, well this could do this and I could input this here, but how does that all come together?
[00:28:04] Nicole MacLean: Is now not just prompt engineering, but like software engineering again?
[00:28:10] Cristina Huré: Yeah, the connectivity of platforms and how do you, that's a better way of saying it. I mean, I don't have all this in-depth technical knowledge, but yeah, it's definitely a priority to explore. There's just too many fragmented systems and without this connectivity, you just, you don't really capitalize on what AI can actually do for you until you find the connections.
[00:28:35] Nicole MacLean: Exactly. I think that's. What I suspect maybe the back half of 2025 is gonna, I feel like, we'll, we're gonna see a lot of people moving from, here's the prompt I'm using to like, okay, here's the workflow and the tools I used where, and here's how I set up those integrations. That's just what I think we're gonna start seeing come next.
[00:28:53] Nicole MacLean: Yeah.
[00:28:54] Cristina Huré: Yeah. And like we have an AI task force, for example, and there's different brains, let's say. On the task force. So I think you need, I think many companies are gonna start to establish these committees or task force, and they're responsible for exploring, like, what do we do next?
[00:29:14] Nicole MacLean: Yeah, we just had a team meeting and you know, we're, we're a fairly small company probably in comparison, so we don't have a task force quite yet, but trying to be very intentional about getting people to share how they're using it, even if it's something small to them, that it could unlock an idea for someone on a different team.
[00:29:33] Cristina Huré: Yeah, we're
[00:29:34] Nicole MacLean: just trying to really encourage sharing and that's maybe our, our first step at a, a task force. But I think that would be to any listener is, especially if you're a leader at your company, I do think leadership has to create the structure or the sharing for being purposeful. It's one thing to say, okay, well we support, like we're open to ai, try to use it to find efficiency, and then it's another thing to actually create intentional structure or intentional time.
[00:30:03] Nicole MacLean: In the midst of everything to figure out how to best use it.
[00:30:06] Cristina Huré: Yeah, you're right. And then the other kind of consideration is how do we draw the line between building this thing way beyond our own capabilities to the point where we're no longer needed? Yeah. There, there is still the fear around will AI replace our jobs?
[00:30:25] Cristina Huré: So this, it was a question that came up in one of our last town halls. What parts of the product or the business is remaining untapped deliberately in order to save that for the humans. Yeah. Yeah. But right now, the priority is to first explore and identify its use cases. So I don't think we're there yet as a company and overall like a society to identify where AI is not gonna, um, interfere.
[00:30:54] Nicole MacLean: No, it, it's the right. It's the right question. I know when we were first prepping too, it was the day OpenAI launched a ag agentic, if that's how you say it, ag agentic. Yeah. Workflows. And we were kind of talking about, okay, this is the next, you know, evolution of it. And I think I, it was probably one of the scarier updates for me.
[00:31:15] Nicole MacLean: I know it just 'cause it wants, it just wants it to do so much for you. But there's, I mean there's still so much that is left. Like, it's just not there yet. And ID it's hard to really get a sense on how quickly, so like, this is such a dumb example, but we were talking in a team meeting and somehow Zodiac signs came up and we were like, someone was like, oh yeah, I'm a Gemini.
[00:31:39] Nicole MacLean: Like everyone hates us. And so then I was like, well, let's ask trash pt. What's the, what's the least light Zodiac sign? And you know, of course it's like, well, no, there's not one that's. The worst or whatever, but there are, you know, according to whatever, and I think Gemini was on the list, but it was like Gemini something in Leo.
[00:32:00] Nicole MacLean: And then I was like, okay, well what are the most liked Zodiac signs? And it was, I honestly can't remember, like two And then it was Leo. And so Leo showed up in both answers as both the most disliked and the most liked. And I said, okay, thanks ChatGPT. Clearly we're not there yet in, yeah. In its ability to actually summarize and like pick up that nuance.
[00:32:23] Nicole MacLean: I know that's such a kind of silly and very simplistic example, but it was one of those of like, okay, well if you just really keep asking or digging a little deeper, I don't know exactly how great sometimes the answers are. I'm having you actually brought that up. It's, I
[00:32:39] Cristina Huré: don't think it's a stupid like example at all, because isn't liking emotional.
[00:32:47] Cristina Huré: Yeah, that's a good point. I know there's all this conversation about AI now acquiring emotional intelligence, but I'm not really sold. Yeah, exactly. So perfect example. If you can't tell me what's liked and disliked, then I'm gonna assume you don't have emotional intelligence. And I'd like to keep it that way.
[00:33:10] Nicole MacLean: I. I agree. And I think, you know, going back to what you said too of like where, where are you intentionally deciding to leave space for human in your product and in your delivery. I'm curious if six months from now, 12 months from now, we will all find the same thing. Like, will everyone say, oh, the like ideation.
[00:33:32] Nicole MacLean: I have heard as many people say. ChatGPT is great for ideation. You should totally use it for ideation. And then you as the human, take that idea and go implement on it. And I've equally heard, oh, you should never use, you know, ChatGPT for ideation. It can't create net new ideas. You know, you're gonna get ideas that everyone comes up with.
[00:33:52] Nicole MacLean: Like that's really where the magic of human lies. The human should be creating the ideas. Even as society. I don't know that we all agree where humans should really stay and where. Artificial intelligence should step in. And so I think it'll be interesting to see if companies implement it in the same way.
[00:34:14] Nicole MacLean: And odds are probably not. And it'll be interesting 'cause the ones who I think get it right will be the ones that sustain and the ones that don't are probably what will fail. And it's, and of course, the ones who don't use AI at all, or don't figure out how to, but it's not just gonna be, oh, I implemented ai, I'm gonna sustain this.
[00:34:33] Nicole MacLean: It's gonna be how you implement it and do you implement it in the right ways.
[00:34:38] Cristina Huré: Yeah, and I think it totally depends on the kind of people that work for the different companies. 'cause back to your point, if you ask a creative person where to put them, yeah. Yeah. They're, I like, I, I don't use it personally to generate ideas that I completely run with.
[00:34:56] Cristina Huré: I'll use it to spark ideas, but if. It's basically trained in digesting information that's already available. Then whatever you ask it to generate is an idea that somewhere exists, right? So Right. You kind of risk implementing different ideas that aren't necessarily novel. And if you're company and organization values novelty and uniqueness, then that's probably not the right way to go.
[00:35:25] Nicole MacLean: Yeah, absolutely. Well, this has been such a great conversation. I know we're kind of coming up on time, but. I always like to ask anything or kinda any advice that you'd leave marketers with right now?
[00:35:36] Cristina Huré: Yeah, stay curious and I think that curiosity will need to live with us and has lived with me at least throughout my entire career.
[00:35:46] Cristina Huré: Marketing, just, it's a domain that keeps changing and often we don't have control over the change. So the more you're like interested in learning about how different. Algorithms and channels are evolving, the better you're gonna be at, at your job, I think, and you can never really stop learning. I don't know.
[00:36:05] Cristina Huré: I, I love to say that I'm a lifelong learner and I believe in that. So best just advice is to keep going, keep learning, keep exploring, and yeah, learn as you go. Pivot. And don't be afraid of risks. Ah, I love that. That's so
[00:36:21] Nicole MacLean: good. Okay, that's great one to end. Thanks for listening to this episode of Content Matters created in partnership with Share Your Genius.
[00:36:30] Nicole MacLean: You like the show, subscribe and share with otherwise you can find all the resources you need connected with us in the show notes. Till next time.