1. Intro
1.1. My name is Laurence Zaied: I was you. I am not particularly smart or creative. But I did my whole career in mkt and I have now cofounded a startup around social media and AI. A bit successful even if not totally successful yet. End of 2021, I sent an article to my cofounder, it was first exemples of what GPT-3 can do. And I told her: I think we need this... It took her a while but fast forward june 2022, we started implementing it when almost nobody had heard about it. I'm still a marketer and I now use AI almost everyday.
1.2. Did I or did an AI created this conference ?
2. The Current State of Content Marketing
2.1. The role of content marketing
2.1.1. The term "content marketing" has been used for over a century but it started really gaining traction from 2010.
2.1.2. I've been a digital marketer since 2000. Believe it or not that's when I started
2.1.3. I'm that old that during my first internships, it was just the beginning of emails and we were still using a lot of faxes, especially for designs! (Fax picture)
2.1.4. Then when I came into the job market, it was the full high of the Internet bubble. Start-ups were popping everywhere with crazy valuations. So that's were I started
2.1.5. But at that time, digital marketing was still pushing your brand out there: digital advertising **(aka ugly banners everywhere on media websites),** a bit of email marketing and we were just started to understand that there was definitely sth to do with those Search Engines that we were using more and more.
2.1.6. Then, late 2000s, came Inbound marketing. Social media made us realize that marketing can be a 2-way conversation. Not just us pushing our messages. And SEO became so powerful, that there was only one way you could build a real mkt strategy ** with a blog ** and great articles in it.
3. The Importance of Content Marketing in Driving Engagement and Conversions
3.1. Building brand awareness and trust: rapidely Instagram account by creating content valuable about Instagram and how to grow an account builds an authority and trust
3.2. build a strong relationship with their customers, turning them into loyal advocates for the brand: our customers talk about us and we refer us new clients.
3.3. Supporting SEO efforts: 70% of our traffic comes from Organic Search thanks to blog articles like this one: https://www.rapide.ly/blog/les-20-meilleures-idees-de-story-instagram-pour-ton-entreprise/
3.4. Generating leads and increasing conversions: 50% of our leads come from social media or SEO
3.5. Support engagement with the product: Content marketing helps our users to better use our app and keeps them engaged inside the platform
4. but it takes time and ressources
4.1. Just for us: a copywriter, one in Fr and one in EN, SEO consultants.... Put timing and pricing
4.2. 2 to 4 hours per blog post - 600 -> 1000€ / month for a copywriter
4.3. 10k for a SEO strategy + pilar articles
4.4. + a copywriter to rtanspose in English
5. How AI is changing everything Content production
5.1. Content production blog article
5.1.1. Have a 1st draft of the article: 2 to 15 minutes
5.1.2. create an outline for a blog article: 5 minutes /
5.1.3. revision: 15 minutes: 35 minutes vs 2-4 hours
5.1.4. social media post: 10-20 minutes vs 2 hours: client testimonial
5.2. website content, conference...
5.3. FAQs
5.4. Customer support assistant
5.5. Writing email answers
5.6. email subjects and newsletters
5.7. write ads
5.8. Product marketing strategies
5.9. today research tomorrow AI: what is the future of Search...
6. AI-driven customer insights and targeting
6.1. email subjects open rate prediction
6.2. sentiment analysis: Brandwatch Marketers can use this information to gauge public opinion about a brand or product, identify potential issues, and tailor their content accordingly.
7. AI-assisted content optimization and distribution
7.1. suggest improvements, correct spelling mistakes, adjust the tone, rewrite, improve the style, translate
7.2. optimize distribution: FB ads from precise targeting from advertisers to let the AI find the right audience
8. A word about AI images...
9. Essential Skills for Future Marketers in the Age of AI
9.1. You must learn and understand the basics of AI concepts, such as machine learning, natural language processing, and deep learning. It's crucial that you understand how AI works to know what it can do and what are the limitations.
9.2. Research and test AI tools and platforms: there are plenty of resources you can use. Hundreds of newsletter on the subject: product Mkt from Martin Slaney, the AI marketing Institute...
9.3. AI is going to replace a lot of tasks but what it can't do is think like you. Think of AI as a super-assistant. It can do a lot of things but only if you give it the right instructions.
9.4. Stay critical: always thread carefully with AI outputs, when in doubt, check. Check stats, quotes....
9.5. This is only the beginning, stay agile: the landscape of marketing has changed tremendously since I was a student (there wasn't even courses on digital marketing!) and it continues to change at a very rapid pace. Expect major shift every 3 months. Stay alert, embrace changes as they bring new opportinnities for your job missions but alsor for yourself.
10. IV. Practical Steps to Start Working with AI
10.1. A. Getting hands-on experience with AI tools and platforms
10.1.1. Let ChatGPT opened on your browser, use it.
10.1.2. Learn how to prompt correctly