| GM, nerds 😤
and welcome back to another edition of the digital marketing newsletter (soon to be rebranded to Marketing Letter, announcement coming...) that’ll console you through the Ls, celebrate your Ws, and help you make some sense of the rest 🙏
now, if you heard a very loud…
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… on Monday, that’d be the sound of the entire internet losing its mind at the ChatGPT outage
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Considering 40%+ of professionals are using ChatGPT in one way or another and 70% Are Not Telling Their Boss that they’re doing so, the big outage on Monday led to some genuine chaos… and
directionlessness:
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The memes are why we love the internet… the outage is why you should keep tabs on how dependent you are on new, emerging technologies… Instead, simply be more dependent on reliable sources of expertise— like me 😎
Anyway, what’s good this week?
→ Content is King: Optimizing Inbound Strategy ♟️🧠
→ Leveraging Content Personalization w/ AI 👏👫
→ Leveling Up Your Long-Form Content
📈✍️
→ AI Insight: Google and Microsoft Make Big Moves 🤖📊
→ Social Media Round-up 🐮👀
But first…
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This week we have Mike from Niche Twins on for a real chat about the Niche Twins project, his recent six-figure site exit, the opportunity cost of balancing a steady job with the hustle, dealing with Google penalties, throwing down on a mortgage, and so more. Smart guy, great chat, solid episode, check it
out.
Big week, let’s go 😤😤😤
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AI, Content Personalization, and Engagement 👏👫
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When we talk Generative AI, the haters are always quick to bring up worries around connecting with customers— they’re right to note that Personalization is important, and could be easily forgotten about if we go all in on AI without remembering the human element of digital marketing. I really dig this article because it flips the script a bit and focuses on how AI is already actually aiding as a tool for personalizing content and enhancing
customer experience, as well as automating tasks and analyzing data.
In 2023, the standard is a tailored experience that has some sense of customer need and preference. The article details how AI allows us to collect data relevant to this, and how best to utilize it, by diving deep into Business Forecasting (reporting for industry-wide connections & competitor tactics discovery), Marketing (outreach, customer segmentation, SEO, tailored campaigns, etc.), and
Customer Service (customized recommendations, multilingual support, always-on smart service, etc.).
By now, we all know how Personalization (done right) tends to improve customer experience and increase engagement. But AI’s ability to achieve personalization at scale is a new ball game. It’s too good not to be leveraged, IMO.
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→ On Monday,
when ChatGPT was down, people were really scrambling for alternatives. The most powerful competitor is on the verge of entering the ring, and Google is already giving some Pixel Superfans Early Access to Bard. Google has definitely been taking its time, having employees and experts test Bard for all of February and most of March while ChatGPT dominated the market... but also had to work through their fair share of problems under the limelight. The public invite is likely coming soon, and the predictions of Bard’s supremacy are definitely out there… TLDR; if you’re feeling a bit:
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you’re not alone.
→ Despite the integration of AI tools into more and more of their products- and the looming launch of Bard- Google is not backing down from its Prohibition of Generative AI Content
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as @lilyraynyc & @Marie_Haynes report: "Misleading users by claiming AI is an expert in YMYL topics - or pretending YMYL content was written by a human when it was actually generated by AI - is against Google's terms of service."
Worth keeping in mind, SEOs.
→ Last week, we took a good look at Google’s integration of AI into Docs, Word, Slides, and more. This week, check out Microsoft 365’s AI-powered Copilot additions that’ll soon be bossing up your Word, Excel, PowerPoint, Outlook, and Teams
→ speaking of competition, Anthropic introduced their ChatBot / virtual assistant "Claude" last week, which is another generative LLM that writes text and code: Ars Technica is reporting that Anthropic’s Claude is a "more steerable" ChatGPT competitor… So far, Claude has been integrated into DuckDuckGo's DuckAssist, Nortion AI, and the AI chat "Poe" developed by Quora
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🔌 Speaking of Google..
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| Leveling up Your Long-Form 📈✍️
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So much popular content is getting shorter, so it’s understandable if you sometimes forget that at least
some long-form content is indispensable to most great content strategies. Blog posts, evergreen pages, guides and tutorials, case studies— these are all
excellent ways to flex specialized knowledge, keep readers around for longer, and genuinely provide value in a way shorter forms just can't match most of the time.
This article reminds you that to create engaging content you've got to: one-up your competition, set goals, choose good topics and explore them in detail, leverage keywords, write to keep your audience captivated, and use relevant media, subheadings, and white space.
It also explains why doing each of these things matters.
Worth a read if you’re looking to level up your long-form game— and why wouldn’t you be?
PS: if you need a reminder re: why long-form content matters, this is a good piece.
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Optimizing Inbound Strategy & Content Marketing ♟️🧠
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Sometimes we galaxy-brain our way out of remembering the basics: content is king. Content marketing is not something your strategy can afford to skimp on. When it comes to inbound marketing, generating great content is essential to increasing sales, developing relationships with potential and return customers, and building up your brand. This article captures all of that, really highlighting the importance of upping your content marketing game if you want to drive more traffic, increase leads and conversions, amplify your brain awareness, and develop a reputation for thought leadership and authority— kind of a big deal, IMO.
Worth reading the whole piece, but here are three major takeaways
1) Create detailed, well-researched personas that reflect your target audience accurately. This helps create content that uniquely captures their needs, interests, desires, etc.
2) Quality > Quantity when it comes to content for inbound strategy. I mean, Quality & Quantity wins out, but if you’ve
gotta veer one way or the other, the choice is clear. Easy markers of quality include good grammar, correct spelling, and well-checked facts.
3) Analyze, revise, and update your content to improve engagement. Experiment with tone, form, keywords, or whatever else you think might be holding your content back. Know what analytics and metrics matter to you and monitor them closely. Page views, downloads, clickthroughs, whatever you
determine most relevant to defining the success of your campaign.
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| Jacky Chou
Founder of Indexsy
hello@indexsy.com
Let's Connect on Twitter👇
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