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The Future of Content Marketing: Embracing AI with a Human Touch
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What I find is that AI tends to be full of hyperbole. It's very flowery and has some verbal tics that it tends to use. So if you ask it to write an email, it's almost guaranteed that the email will start with something along the lines of, "I hope this message finds you well." And whenever someone sends me an email like that, I'm like, "Oh, hello, robot." (Pamela Wilson)
(00:00-08:07)
Pamela shares her insights on the current state of content marketing, noting that while AI tools like ChatGPT can generate quick ideas, they often need human guidance to ensure accuracy and tone. She humorously likens AI-generated content to an "over-caffeinated intern"—fast but prone to errors without careful editing.
The conversation shifts to the importance of maintaining a unique voice in content. Pamela highlights the use of customer avatars to refine AI output and prevent generic messaging, urging listeners to be mindful of common phrases that signal automated content.
The duo also explores the integration of video into content strategies. Pamela explains that her team focuses on creating short, impactful videos that resonate with their audience, often incorporating client testimonials and insights that AI simply can't replicate. By producing videos that are 3-4 minutes long, and even shorter snippets for social media, they manage to attract viewers while ensuring the content is digestible.
Lastly, they discuss the challenge of making long-form video accessible. Pamela mentions their approach of creating concise content that leads viewers to more in-depth resources, balancing short attention spans with the need for meaningful engagement.
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Capturing Attention in a Busy B2B World: Marketing Strategies for the Modern Buyer
People are not just using AI tools to research the companies they should look at. Eventually, I believe they will start using AI tools to help make some decisions for them, especially for smaller purchasing decisions. Wouldn't it be great to go to a tool and say, "I need...?" (Pamela Wilson)
(08:07-15:11)
The speakers discuss strategies to make content resonate with different audience segments—beginner, intermediate, and advanced.
For beginners, Pamela suggests crafting compelling openings in videos and blog posts to spark interest. This might involve jumping straight into a relevant story or presenting a solution to grab their attention. For the intermediate audience, content should focus on "how-to" guides that help them apply their knowledge, while the advanced audience benefits from detailed comparisons of industry vendors to assist in their buying decisions.
The conversation highlights a significant shift in consumer behavior—today's buyers are proactive and informed, often using AI tools like Perplexity and ChatGPT to research their options. Pamela reflects on how this trend has intensified since she first recognized it in 2016, noting that consumers no longer wait for marketing materials to find answers; they actively seek out information to make qualified decisions.
Alex adds that tools like Perplexity can save time for busy professionals by organizing answers and citing original sources, making them a valuable resource for B2B buyers. Pamela points out that DCS has structured its content effectively, leading to high visibility in these AI-driven platforms.
Looking to the future, Pamela anticipates that AI tools will play an even bigger role in the purchasing process, potentially allowing users to make decisions based on curated content. She stresses the need for marketers to adapt by ensuring their content is optimized for both search engines and AI tools, paving the way for success in the changing market landscape.
AI, Benefits, and the Future of Content: A Deep Dive
One of the things I’m really grateful for is the strong relationship we have with the sales team at DCS. They constantly share the questions and objections they hear when talking to prospects. (Pamela Wilson)
(15:11-24:34)
Alex explains how AI is transforming decision-making, particularly in the employee benefits sector. He notes that AI tools are helping carriers, brokers, HR personnel, and employees sift through complex benefits information. Instead of generic answers, users now expect precise responses that guide them directly to the relevant documents, providing a full picture in context. Alex likens this to how tools like Perplexity work, helping users navigate a wealth of information while making the decision-making process more efficient.
He observes a growing trend in buyer behavior where more people are comfortable delegating up to 80% of the search process to AI-driven tools. However, Alex wonders whether the industry has begun tracking traffic from platforms like Perplexity, or if it's still a niche area.
Pamela acknowledges Alex's point about Perplexity but admits she hasn't seen much traffic from these tools in her space yet. However, she is confident that their usage will grow, especially as more companies and consumers become comfortable using AI for research and decision-making. As an early adopter herself—she started using ChatGPT within a week of its release—Pamela understands the potential of these tools but remains cautious about assuming her audience is as quick to adopt new technology.
She also discusses the gap between AI enthusiasts, like venture capitalists, and the more traditional buyers in industries like healthcare. While forward-thinking companies are eager to experiment with AI-driven tools, the majority of the market is still catching up.
Shifting gears, Alex asks Pamela about the frustrations she sees in B2B marketing today, particularly around the slow pace of change in some areas. Pamela expresses her disappointment in how AI has worsened an already existing problem—content quality. She recalls the early days of content marketing, where companies focused on generating as much content as possible, regardless of its quality, just to rank on Google. The rise of "content mills" prioritized keyword stuffing over creating engaging, informative material.
Now, with AI making it easier to churn out vast amounts of low-quality content, Pamela sees a similar problem re-emerging. However, she views this as an opportunity for companies that prioritize thoughtful, well-crafted content to stand out. By focusing on building trust and providing value, businesses can differentiate themselves in a crowded, AI-saturated landscape.
Pamela highlights how her team at DCS creates high-performing content by addressing the specific questions and objections they hear from their sales team. Whether it’s turning objections into informative blog posts or crafting comparison content that positions DCS against its competitors, Pamela believes that directly addressing customer concerns is key to creating content that resonates. Comparison content, in particular, performs well because it allows prospects to evaluate options in one place, with DCS controlling the narrative.
Creating Great Content: Tips for Gating, SEO, and Guiding Buyers
You have to step up to the plate and take a lot of swings, and then every once in a while, you hit a home run. But you don’t always know ahead of time which post will be a big hit. To find those big successes, you have to consistently publish high-quality content. Worst case scenario, you just get better and better at creating high-quality content over time. (Pamela Wilson)
(24:34-32:01)
Pamela explains that while SEO typically emphasizes content at the top of the funnel to attract traffic, her team’s real success comes from content that engages buyers in the later stages of their journey. She highlights a piece of content published in early 2023 that has already generated an impressive 144 deals. According to Pamela, it's about consistently creating high-quality content, knowing that not every post will be a home run, but each one refines the process and increases the odds of success.
The conversation then shifts to the controversial topic of gating content. Alex notes that, historically, tools like HubSpot and Marketo made gating the default strategy for capturing leads. But today, there's growing debate over whether this is still effective. Pamela shares her belief that gating still has its place, but only in moderation and at specific stages of the buyer journey. For example, offering a valuable resource like a PDF or a webinar behind a gate can help engage leads early on, allowing you to nurture them with educational content. However, it’s important not to overdo it—gating too much content can turn prospects away.
Pamela offers a balanced approach: provide high-value content upgrades behind gates, such as adding extra tips or insights that expand on a blog post, while leaving most of your content freely accessible. This helps her team understand what topics are most relevant to their audience, allowing them to nurture leads with the right information. As prospects move closer to making a buying decision, the goal is to remove any remaining friction and make it as easy as possible for them to reach out and start a conversation with sales.
Alex echoes Pamela's points, describing the frustrations buyers feel when they encounter long forms or tricky lead capture tactics. He mentions how some companies gate late-stage, more valuable content, which can create unnecessary barriers for potential customers. Both Alex and Pamela agree that reducing friction is critical—when a buyer is ready to make a decision, they shouldn’t have to jump through hoops to reach you.
Pamela points out that buyers often arrive at the decision point because they have a pain that needs fixing right away. Asking them to fill out a lengthy form for basic information, like their phone number or address, is a recipe for frustration. Instead, she advocates for a smoother, more user-friendly process that allows buyers to easily schedule a call or indicate interest, without having to submit excessive details.
The Way of Building Trust and Confidence
We did research and found that our clients really want to trust and have confidence in their financial plan and financial partner, which, in this case, is First Command. The only way to build that trust and confidence is to be completely transparent about how we make money, what our fees are—upfront and clearly—and what the service model looks like, as well as the options available to them. (Kellie Richter)
(29:56-38:27)
Kellie emphasizes that First Command operates within a heavily regulated environment, which brings additional layers of complexity to communication. They are accountable to various regulatory bodies, meaning they must balance compliance with the need for clarity. This creates a challenge: how to convey essential information without overwhelming clients with legal or industry jargon.
Kellie explains that their approach focuses on understandability. They strive to make financial coaching accessible, even when face-to-face interactions aren’t possible. With 170 offices located near military installations, First Command aims to maintain a personal touch, but they also recognize the necessity of providing clear online resources for clients who may not have the option for in-person meetings.
A significant theme of the conversation is transparency. Kellie discusses how First Command prioritizes open communication about fees, services, and the company’s financial practices. This transparency is crucial for building trust with clients, especially in a regulated industry where clients often feel overwhelmed by the volume of paperwork and disclaimers.
Kellie acknowledges the challenge of balancing compliance with clarity. First Command works continuously to innovate within these constraints, focusing on making their communication straightforward while ensuring it meets all regulatory requirements.
The speakers discuss the unique struggles faced by organizations in regulated industries, where the need for compliance can slow down processes and limit flexibility. Kellie expresses her passion for these challenges, noting that they often drive innovation and improvement within her team.
Alex echoes this sentiment, emphasizing how easy it can be for startups to move quickly without the burden of compliance. In contrast, established organizations like First Command must navigate a complex landscape that requires careful planning and execution.
Finding Innovative Ways to Communicate Necessary Financial Information
Your product can be just okay, and your brand can be okay, but if you're not ultimately delivering value, none of that matters. Clients and prospective clients will hold you accountable for that, and no matter how effective your advertising campaign is, if you're not delivering, it won’t matter. (Kellie Richter)
(38:27-49:53)
Kellie starts by drawing an intriguing comparison to Jerry Seinfeld and his innovation with “Comedians in Cars Getting Coffee.” She reflects on how Seinfeld broke away from traditional talk show formats because people were simply tired of the usual. He looked for new ways to engage. Similarly, First Command seeks to ask, “What are our clients sick of?” This question drives their continuous effort to simplify the complexities of financial services, especially for military families who don't want to be bogged down by endless paperwork and financial jargon.
She also shares an example of the Savannah Bananas, a minor-league baseball team that reinvented the sport by turning games into fun, family-oriented experiences. For First Command, it’s about finding innovative ways to communicate necessary but often complex financial information clearly and effectively.
Alex asks Kellie if humor plays a role in their communication strategy. While humor can be powerful, especially internally, Kellie explains that emotional connection is more appropriate in client-facing interactions. First Command's advertisements, such as "The Hero Behind the Hero," aim to create an emotional bond with clients by acknowledging not just service members but their families—highlighting the unsung heroes who support them. This type of empathy-driven messaging resonates deeply with their audience.
As the conversation continues, Kellie reflects on how client expectations have evolved over her career at companies like American Express and AIG. In the past, brand protection and product promotion were key, but today, clients demand more. They expect value and transparency, and they hold companies accountable. She notes that it’s no longer enough to have an okay product or a strong brand—if the company isn’t delivering real value, clients will look elsewhere.
For those starting their careers, Kellie advises focusing on two key areas:
- Understanding data: With the rise of AI and data-driven insights, knowing how to manage and analyze data will be critical.
- Building relationships: Despite the digital age, personal communication—whether picking up the phone or connecting face-to-face—remains vital for success.
Check the episode's Transcript (AI-generated) HERE.
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Author
Experience-focused Leaders is the #1 Multimedia Podcast! We talk to senior business & tech leaders about the experiences that move forward organizations, customers and society at large. True to form, we mix audio, video, web and eBook formats to turn these authentic conversations into personalized nuggets you'll remember & use.
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