Is AI Taking Over Content Marketing?

Yeah, I think it's, you know, they go back in time, you know, the Cranberry guys, Bartles and James, you know, like there's all these, like, you get a character. Some of it's manufactured. Are you talking about wine coolers? Those are my jam. That's, yeah. They make 'em still? I think so. Eric's got a stockpile of Bartles and James, if anybody, I'll put 'em on eBay maybe.

Uh, he has a three car garage. One of those car garages is filled with Bartles and James Bartles and James. Yep.

Welcome to the marketing team of one podcast where we have conversations about the issues one person marketing teams face when trying to meet their goals with limited time and budgets. Now, here's your host, Eric and Mike. Mike. We're gonna talk about AI today, but we're gonna talk about it slightly differently.

You, you and I have had some conversations. You've read or read an interesting article about HubSpot is AI killing content marketing? Yes. Depends on how you're, you're implementing your content marketing, but if you are doing it a certain way, yeah. AI is killing content marketing. I think. Let's talk about, let's back up and just start and just do a quick little lesson here, or a conversation about what is content marketing and why is AI killing it?

Okay. I think from my understanding, the whole idea behind content marketing is you are using SEO. Search engine optimization or search itself technology to amplify your brand in a way that provides authority and builds trust with your customers. Yes. Okay. So AI and trust is already like this conflicting thing, so.

We, we kinda understand that, but what, what, what are some example, like what is content marketing? Again? Just give us a, I, I think in general it's the, the idea, the past playbook for content marketing was to create content regularly that was seen as helpful to your target audience. Mm-hmm. And by doing that regularly, Google would reward you with higher search rankings.

And so that, so it's, it's a lot. In a lot of ways it's a search engine optimization play. But it also had other benefits too. Like if you were, if you were continually providing new content, you could use that content to, um. We'll tease people like, Hey, if you, we have new stuff coming up, sign up for our newsletter, or sign up for your email list and be notified when we provide new, helpful content.

Mm-hmm. I don't think that part of content marketing should go away. I think trying to get people from the awareness, like being found on social media or being found on search engine, optim, search engines. You want to get people into some mechanism where they. You own the algorithm. Mm-hmm. So to speak.

Mm-hmm. So email is one of the best ones to do that. If you can get people into your email list, that's, that's a big win. It's a walled garden. You own it. You can do whatever you want with that. Yeah. Within respectable reason, of course. I think what you're saying is when we go into our search engine and we type in a topic or a question or a problem, we no longer get a list of links, which is what people.

Or racing or chasing. Yeah. That was the old, the old paradigm, because that's the way that search engines worked. You know, they just provided a bunch of links and you had to hunt and peck through each one of those things. Mm-hmm. To find the content that was most relevant to you. To answer your question, let's say.

Mm-hmm. Right? So. Where a, I think AI is kind, is killing the content marketing. Is that, and it's specifically Google. Maybe Google and chat GBTA little bit. I think what people are and perplexity yes. Is fine. Yeah. I mean, so basically, yeah, the new search paradigm is that for a lot of basic questions, you don't need to click through five different links and you know, because of the game and people trying to monetize the game Yeah.

Of that. Right. You might be going through five. Sites that are, that are showing popups and ads and video playing videos and all that stuff, right? Mm-hmm. Just answer a simple question, right? Whereas now a lot of the AI tools like Perplexity or Chat GPT, if you have really basic questions, you could get the answer right away.

You're not diving deeper into other pages. Yeah, it was a frustrating, and it was so frustrating, like right up until, I think Google probably incorporated their AI tools. You would get just a, not to harp on search engine optimization, but you would get five, or like you said, five or six results. You go through.

I'm like, I'm just looking for, and you'd never be able to find it. Yeah. It was just too cluttered with that SEO juice or whatever it is. Yeah. So in a sense, it's a good thing. I think that that. It is, provides a resource, it's a, it's a knowledge base, it's a user benefit to the people who are trying to use to find answers to the questions.

It's not a benefit to the people who are putting their effort into mm-hmm. Content creation, right? Mm-hmm. So now Google's just taking this with their AI summary at the top, they're summarizing all these different links into, they're taking your content, summarizing it. With other content that is probably very similar.

Yep. And giving an answer to people right away. Yep. So you've got that at the top, and then they've got the, you know, frequently asked question type stuff. Mm-hmm. Then they've probably got a, or somewhere in some mix of this, they've got ads people Right. Paid for. Right. So if you're going from a purely organic.

Point of view of creating content and trying to be found on the search engine. You're quite a ways down the page, even if you're the first result. Right. Which is highly competitive and hard to get to. Right. So like I think that from that perspective, AI is killing the, the soul of content marketing if you're using search engines to be found.

I think I am. And then on the other end. You have a people using ai Yeah. To create content, which is flooding. Yes. Search engines with a lot of the same stuffs. So generic pool, like there's no real specific knowledge in there as much as you, you're looking for, right. It's just this general pool. I mean, I think the way most AI things work is that they.

Will if you're trying to, from the content creation side of things? Yeah. If you're leaning on AI to create content using the old playbook where you're using a lot of broad information and posting it regularly, you're not gonna be different than anybody else, and it's very easy for anyone else to do that exact same thing.

Yeah. I mean, you could do a almost a year's worth of content using chat GPT. Mm-hmm. And if you're not scrutinizing what that is and you're, you're not going to any level of depth, yeah. You could post it, but I just don't think you're gonna stand out at all. Yeah. From all the other things. Your stuff's going to be fed back into the other AI summary.

Yep. Just further solidifying this general. Homogenized results. Yeah. Yeah. That are just not helpful. I think in a, if you're, if you're using that playbook, AI is killing content marketing. Mm-hmm. Mm-hmm. But I, I think there are ways around it, and I think that, that, um, you mentioned that HubSpot article.

Yeah. Um, they, they saw like a serious drop in search engine traffic going to their website. But what they found was that. It was the very broad topics that we were covering. Mm-hmm. Covering like the old playbook that HubSpot had, was that like if you're doing anything in digital marketing? Yeah. They had an answer to it.

Right. They, and yeah, you, you every, they had a blog for everything. I don't know how many blog articles they have. They, I mean, and they've been that way for year, years, like probably over 10 years, but probably since they went public, I'm assuming. Yeah, it's before that even. But yeah, HubSpot is looked at as the authority, and again, they kind of led this charge with, along with a few others, but.

Back in the day. I mean, we're talking eight, 10 years ago. Yeah. They led this whole movement of content marketing. Yeah. I look at them as kind of the authority around Yeah. Establishing what is content marketing. I mean, what, what I think would be helpful is we can share the link to this article in the show notes.

Mm-hmm. I, they do a much better job of going to a deep dive of what that means for their SEO plans and what they're doing and what they've seen. Mm-hmm. Um. If, if, if search engine optimization is still a core strategy you have mm-hmm. For, um, generating leads and everything, I thought it would be really good to talk about things that maybe we could do as marketers to still maintain that spirit of content marketing where we're trying to build some trust and authority and expertise in our given.

Field. Mm-hmm. Because I think that's still valuable in trying to get people to, to be on your email list or to be a one of your big fans. Uh, there's, there is a, there's a pathway there, but it's not the old playbook. What would you suggest then to kind of cut through this? Yeah, because now there seems to be this layer of general knowledge out there that.

Cuts out all this stuff. What, what techniques, how would we separate? Yeah. I think you, you probably saw it even before mm-hmm. Google started like doing the AI summaries, but like we've all come across those like links we would follow and you're like, this is exactly, this is really saying the same thing as the other mm-hmm.

Posts, right? There's, so I think a lot of people were going so broad and trying to cover things at different points of knowledge for people. Um, that, and I just think AI is taking care of that first level of depth. Yeah. Yeah. Um, for you, right? Like, you're not gonna be like introducing a completely new concept to people.

You, I, I think you almost have to give way and let AI do that. Mm-hmm. You have to be there for like the next level. And so I think the strategy would be instead of like doing a bunch of broad topics and trying to just do a quantity play of like, keep doing things on, I think going deeper into. Specific concepts or content is gonna be more rewarded because you can show your unique perspective you might have, ideally if you have some kind of like expertise that differentiates you from your competition, including that in that depth is our ways to have you stand out.

Also help you build trust with the people reading it. Um, the knowledge. Um, I, I think there's a lot of the depth instead of breadth Yeah. Is, is the way to go. So, I mean, you could limit down to what your content is gonna be about. Down to just a few, a handful of topics, but they're very, very specific to your problems.

You can speak right from the heart to what these issues are, because some of those problems that you might be solving are very organic, you know? Mm-hmm. They've got a lot of different weird pieces to them. Yeah. And those are the things that you kind of need to really highlight. Mm-hmm. To stand above the crowd.

What you're telling me though is as people produce content that's deep. The problem with SEO still is that there's this summarization up at the top there. Mm-hmm. So it, why is this still relevant then? I mean, it doesn't matter if it's broad or deep or anything. You're still living in this sea up at the top of those search results.

Yeah. How do you rather that? I think, I think it's about competition. A lot of the search engines, and I'm lumping in chat GT perplexity and everything, right? Yeah. They will, they're doing a, a better job of citing sources. Okay. Like the people who've put the sweat and work into this expertise. Right. Yeah.

And I think when you're talking broadly, there's gonna be a whole bunch of other sites. Right. I, so instead of like, I think maybe what we're talking about here is trying to be unique enough. To stand out from the competition. And so you're one of the few that gets cited Mm mm-hmm. Instead of being one of the few that get the priority on the old listings.

Yeah. I think you wanna be answering the questions in, in a way, or maybe some more unique questions. Yeah. In a way where that you're not competing with the. 40 other companies that are being broad about this, you're answering, answering deeper questions that people would be asking, the projects would be asking all the more.

Yeah. 'cause there's a limit to the word count on those AI summaries. Yeah. Yeah. And ideally what you need to strategize around is something that takes longer than that small explanation. Yeah. To get to the actual meat of the solution. Correct. Yeah. So yeah, that is a much deeper dive. 'cause you need to set context and.

When you're talking about content and creating content, you're really talking about not just creating one one pillar of content. I mean, it's something one channel. Yeah. Or one channel. Yeah. You're talking about, in a sense, the strategy should be, you kind of triangulate around that. Using different channels to tell that same story or solution?

Yeah. Yeah. Like what examples? I mean, like we talk about SEO, and a lot of times SEO is kind of synonymous with Google, right? Mm-hmm. Well, it's not the only search engine out there. You know, the second biggest search engine is YouTube, right? Mm-hmm. And when I talk about content, I don't necessarily just mean a written blog or article.

I think there's relevant content, takes many forms, right? Mm-hmm. Video's becoming easier, cheaper to create. And I think that if we're looping back to that goal of building some trust, um, sharing your knowledge and building a rapport with people you don't know yet, I think the video's probably one of the best ways to do it, because you're not, I don't know that people can, maybe Google's working on this now, or YouTube's working on this now, but I don't know that they're gonna be able to.

Replicate that personal thing in a video form, in that search engine. So I think there's more opportunity to leverage things like YouTube as a search engine. Yeah. But, um, and maybe people who know me for a long time may be shocked to hear, hear me say this, but maybe there is a play for repurposing that video on social media platforms to get people, you know, to build that awareness.

Yeah. That's being cut out. By some of the search engine, in a sense, taking emphasis off of Google, SEO traffic on their google.com website, turning it into a play where there's other types of content that appear on different channels. YouTube being number one. Yeah, probably to be considered. And then social channels outside of that.

Wherever your audience is, again, know your audience, know where they're at, figure it out. I mean, that's really like. If you shift your way of thinking about mm-hmm. All this and go and say that, okay, I want to, I know I need to go into more depth mm-hmm. I know I need to be creating something that seems more personal to our brand mm-hmm.

And differentiated from our competitors. You know, there's, those are feel like easy ways to like, say, okay, this is what, this is where we're going. Mm-hmm. But like. I think what, what you said is that, you know, in order to really be effective at it, I think it is, it's getting going deeper into knowing your, your audience, knowing your customers, and knowing their needs because you can meet them at those deeper levels of what they're experiencing, not on the higher level.

It sounds like. Then what you're saying is we're trying to future proof our content. From the AI overlords, whatever we want to call them. The robots or the, yeah, yeah. I do think so, because I think that there's a, there's great, there's great results with ai. AI is very powerful. We all use it. We all understand it.

It is something that is changing everything that we do, I would say on, on average for the better. Mm-hmm. But the negative side of it is, is that. There are winners and losers in that game as well, and the idea is that we need to create, or at least build a little bit bigger moat around our specialized skills, knowledge, whatever that is, or our expertise, as well as build that trust.

So I think that's where it's really great because it does give you a chance to put out content that does humanize you or make you a lot more accessible or understandable. Relatable. And make you a more of a genuine brand. So all this is really pushing that same message again towards becoming a genuine brand that people can relate to because people don't, what was that quote I was telling you this morning?

People don't shake hands with the logo, right? Yeah. Yep. Which I really appreciate. Um, it's kind of the same thing. They don't, you know, they don't wanna shake hands with the robot as much as they do you as a person, you know? So it's kind of the same thing, but you do have to kind of play. With a lot of different, or, or at least two or three different channels to kind of build that strategy so that it, you are protecting yourself.

Speaking about video content, again, the thing that I think is separating video content, specifically YouTube content, is that there are no available summaries or you can read transcripts and when you do search for how to do this one thing, change a battery in this thing. They do send you two little snippet portions of a video.

Yeah. And if you were really looking for that, you could, but you're still seeing the whole video. You have the choice to see the whole video. Yep. You see who's making the video. The brand is very present. Very present. It's not just this general text. Yep. And so even in their attempts to get you that answer as quickly as possible from a chosen video.

There really isn't any way of Google to just summarize a video and then explain. You know, specifically the example that I was thinking of was like when you fix your car, yeah. Let's say you wanna change a headlight bulb or something like that, you know, you're not gonna look at something that is generalized.

You want something very specific to your car, and I think that's where that, the make the model, the all the things, right? Yeah. Where's the thing? Is it behind there or is it underneath, you know? There's too many specifics that you can't generalize with AI on that, that yeah, that, that you need to be thinking about as far as who your brand, what you're, what you're talking about too is like, there's a visual, a very strong visual mm-hmm.

Component that's needed for the answer, right? Mm-hmm. Like, I guess in the future, you know, maybe AI could draw a diagram. Or create a video based on all this input that, but like I feel like that's a long ways away. Mm-hmm. In helping people out with that, that type of task. Right. Yeah. Um, I think it comes down to the visual type things, so maybe that's a good way for people to think about it.

Marketing teams of one. Think of it in terms of that way too building. Like is there something so specific to your process or your product that. It has to be explained visually and really lean into that because that, again, future proofs that content. We're like talking on both sides of our mouth about ai, but like mm-hmm.

I think that if you are on that side where you do need to, the more visual storytelling or whatever to help put that in, AI can help with that. I heard this week about a, a service that is meant more for like. Business diagramming ai. So you would give it prompts about, and its thing was about like diagramming processes or something like that.

Right. So you, well charts kind of stuff. Okay. And maybe you can use some AI things to help support your overall message mm-hmm. In, in that, to create those visuals. Yeah, yeah. You know? Yeah. Yeah. But I also think that there are some things that, where video just isn't applicable. Hmm. Right. So I think you have to really get to what, what problem the people are trying to solve.

Yeah. So like the example I was giving you earlier was that, um, had a new camera. Right, okay. And there's a whole bunch of, there's like way more settings than I've seen in a long time. And I'm not a camera guy, so I had to, I wanted to refresh my memory on what. Some of these acronyms were, or where to go to change a certain setting.

And I, I tried the video route. I, I probably watched three or four videos to try and answer. Mm-hmm. Like, what are the best settings for video for this camera? And they all kind of covered the same little, kinda like basics, but it was not. It, the video thing was actually frustrating to me because I had to get through a certain amount of the video to realize that they weren't really gonna cover what I was specifically looking for.

What I really needed was a written thing that I could scan quickly and say, that's the, that's the set I am looking for. That's the, that gives the quick answer for it. Mm-hmm. Um, so in that case, written content that was very specific to. The settings of the camera was a lot more helpful for me. Those also though, had illustrations or pictures in there too, because I think that that helped to support it.

You can't just read, hit the a WB button. Maybe that's another idea for our podcast is we just go through search. What did you search for this week, Mike? And then, well, so that's, that's part of the problem. I probably search for the wrong, I use the wrong search terms. Yeah. Right. Like I, I put in, I. Video settings for Sony Camera sounds right.

Right. Yeah. But, but really what I wanted to know is what a rundown of the video settings in there. Okay. And what each one of those options were in the settings and what they meant. I guess I could have done a very, some, a lot of questioning saying, what is the, you know? Mm-hmm. P program mode, uh, in for Yeah.

You know, the video thing. What, what are the options for that on this camera and go setting? By setting that. I knew once I found one, if I found the answer to one, it should unlock the rest of 'em. Right. Whereas the AI way, it would be like, type in this thing, it gives you one answer, okay, what about this one?

Here's this, this, this, you know? Mm-hmm. So it's a lot more typing and stuff like that. So. I, and I'm sure my approach is different than a lot of other people put. Some other people would be like, well, yeah, why didn't you just do this or this, or this, but mm-hmm. I think it's helpful to know when we're creating things for people that, you know, there's multiple different ways people approach the same problem.

Well, that, that is a great strategy to think about when you're going into creating content and being very specific and very deep. Yeah, almost start with the prompt. What's the question? People would type into Google Yeah. To get to that answer. Yep. And I've seen that as another exercise to help develop content is just start typing in Google what, what comes up first and what are the options.

Yeah. Uh, and that sometimes is a really great way to just get to, oh. People are actually searching for this or they're looking for, yeah. When you're doing keyword research for SEO and everything like that, that's a huge thing like a lot of experts recommend is just rely on the people also ask Yeah.

Things. Yep. But I think a lot of that is we're still kind of like, yeah. Unless your question is a lot more specific, there's a certain point of like relying on Google to tell you what the questions people are asking means that those, mm-hmm. I don't know. It's, you're, you have to draw that line between like what's, what can easily be summarized?

Mm-hmm. And what can't. Here's an example. We all hope and dream that we're unique. Unicorns, prancing about this planet. Everybody's totally different. Yep. Every business is completely different. What if I sell tires, you know? Nothing wrong with selling tires. Yep. But there's a billion people out there selling tires.

How do I differentiate if I'm selling tires? Why? I think we might have to have a day long session of working on positioning and, and all that to find your own way. I will just point to, I mean, it's a case study for a lot of people to go into. Mm-hmm. But, um, substitute tires for water in your question. Oh, good.

Okay. Right. Like how do you differentiate Yeah. Water from all the other water companies. Right. Well, liquid Death did it. Yeah. Quite, quite successfully. Right? Right. They took something insanely boring. Boring, insanely commoditized. Right. And were able to build a niche around that. And there's a lot of creativity that goes into that.

There's a lot of like being opinionated about things. Um. Being unique like in that, I think that's really what you would have to do. So if I'm a tire company, are we talking about a local tire shop or are we talking about the manufacturer of tires? Let's say a local tire. Local tire shop. Yeah. Okay. So I think you would have to put some things out into the world, and I think the content marketing play might not, it might not work for that, but.

That's where like, instead of spending all this time working on truly unique content, maybe you come up with, you use that money for ad spend and then try and get, you know, pay for ads, the more traditional kind of way of building awareness. But in that, you can't just, you, there's all the tried and true things about tires, right?

Like, well, we're customer service oriented, oriented. We're gonna make sure you're safe on the road. Your kids are safe. You know, you'd have to find a way to kind of say that, but spin it a different way so it's unique. 'cause people still care about those things. Yeah. Well, I mean, and one approach could be you highlight your staff or your employees or somebody who greets you at the door or bring in a little bit more personality.

Yeah. Because there isn't anything, there's a million commoditized products and services out there. Yeah. That are struggling to differentiate themselves in a marketplace that's just. Overwhelming. Totally. When you look at it. Yep. So tire, the reason I mention tires is 'cause you hear it all, all the time.

Some play the big ad game. I think the other leg that they could probably stand on is the personality thing. Mm-hmm. Here's Jerry Jerry's been working here for 15 years. Jerry's seen all kinds of crazy stuff and then Jerry goes into a whole series of like, here, one time I saw this, you know? Yeah. And then there could be like something like that, that endears a customer and draws customers into that to go meet Jerry or go work with Jerry, or, I think there's a national chain that tried that, some of that approach.

And I would say it was probably successful. Yeah. So I mean, there, there is something to that and I think that there's, you know, you, you've got a limited. Arrows in your quiver. Yeah, but it's, you pick which one you think might be the best. You know, maybe you're the authority, maybe you're the SI tire scientist.

Yeah. Yeah. And then you go into the lab and people are dressed in lab coats and Yeah. Goggles. And they're testing tires in a funny way or something. So none of this is easy. I, I think it's probably safe to say, like, if you're talking about this problem of differentiate yourself in a largely commoditized market, that's not easy.

Um. Liquid death may not be profitable yet. That's probably another kind of like thing to mention, right? I mean, if I'm brainstorming, if, if we had had a local ty, uh, tire provider mm-hmm. Come to us, right? Mm-hmm. I would, maybe one idea is like, okay, where's a, where's a market that doesn't feel like they're being spoken to?

Hmm. Yeah. Right. Okay. So like, maybe it's women mm-hmm. Who like, who are tired of being talked down to every time they go into a, uh, into a tire shop and they feel like they're being up charged or upsold on this or this or this, you know, and there's this like. There is a very masculine energy at every tire shop you ever go to about this or that.

If you can lean more into like, we're the tire shop for females. Right. You know, not maybe too may feel sexist or something like that. There's probably some nuance to go into, that's for sure. But like, I think it's identifying the market and then diving into what, what are the problems that people have with the competition at that level?

Yeah. And maybe that's it. It's hard when you think you're doing something or your product or your service is something that is highly competitive and a million other people are doing it. And I can't, I I we don't do anything different. Yeah, really. Maybe you do. I mean, there's finding a uniqueness and there an uncovering that uniqueness and amplifying it 'cause.

If you identify that, if you, if you can find that work, that uniqueness and how, and if that uniqueness can also have that sweet spot of where you're helping the, that your audience, if you can amplify that through your marketing, I think that's, that's where, that's the sweet spot you're aiming for. Mm-hmm.

And I think that helps make some of your content marketing and your marketing efforts more effective. So who's the market for liquid Duff? Since they're so wildly successful, does that mean everybody's interested in Yeah, I mean there's, there's um, there's like a, they're kind of affinity based, right?

Yeah. They're like, they're like, they've done a lot of really smart things to identify where they're people who respond to that are, you know, they're, I went to a concert venue and that was the water that you could get to, no more of the plastic bottles. They, um, so they built on the, um. The affinity for people who do believe that plastics, you know Mm mm-hmm.

Plastic's bad for the environment. They've, their whole tagline is death to plastic. Mm-hmm. You know, like, so they, they have that angle covered. Then they've got this like, so opposite what other people think about water. You know, they've got these mm-hmm. They've invested in artwork and, um, they hire comedians to write their taglines and do commercials.

They're trying to be so. So outside of what the rest of the water industry is doing that they've built more of a following around this like brand, you know, almost because there's a big part of society that wants to be associated with being an outsider. Is that part of there kind of like, I, I guess I would give it a little bit is kinda like, this sounds sounds weird, but a little, kinda like a punk rock, kinda like ethos to it, right?

Yeah. Like you. Every punk says they're super unique, but if you go to a punk show, everybody's dressed the same. I think that's kind of, it's that attitude, right? They, they isolated. And I think it came from, um, I should put a, we should put another link in the show notes. Mm-hmm. There's a, another podcast that, where they interviewed the founder of Liquid Death.

Oh, that was a good one. Yes. And it was really good. And talking about his background and how he took stuff in his background. He had an affinity for like skateboarding and that that kind of, um. That aesthetic, that tattoos lifestyle, that thing. Right. So it was, it was a kinda natural thing to like, there's all these people that either they're, um, they wanna maintain that.

That I'm, I'm, this, I'm in with this crowd and this is the water I choose to stay in there. There's, there's, it's, I think a lot of the liquid death thing to your point is it's a lot more affinity based and yeah. Psychographic type stuff, but that's a brand. I would argue that Liquid Death is not doing content marketing.

No, they're not. It's a lot of brand awareness and stuff like. Owned their, their uniqueness, they've leaned into their uniqueness. Mm-hmm. And I think if you do that with your content, in your content marketing efforts, you are going to stand out in your efforts. Yep. And over time, hopefully you find your tribe of people that, that respond to that unique thing.

Your tribe's not gonna be everybody. Right. That's the hard thing is you have to understand going into it, you're gonna potentially be cutting off little portions of your audience. Yeah. That or your fan base, or because you're going so deep into one crevice of your per brand personality that you might rub.

People in your audience a little bit raw, some outliers, you know, might not be into it, you know, but like, I, I would argue that those people aren't even really supposed to be part of your audience. You're kind of weeding out the people that aren't Yeah. Part of your audience by, with your unique vision or approach or that uniqueness.

So I think if you wanna fight against ai mm-hmm. With everything you're doing, you gotta bring your uniqueness and, and lean into it. And there's a lot of sources for your uniqueness. It come, come from your team, your. Problems you're solving your history. That's another one you can dive into If you have, if you have unique data or unique, um, like if you have that, that's even better.

Right. Liquid death to the point that they're at now. Right. They're, they, they're probably not doing it all on content marketing, but they're, they did utilize some fundamentals there, so I think it's a, it's a test case of like going deep. And leaning into the uniqueness mm-hmm. That paid off for them.

Mm-hmm. They could have done a, not been opinionated, they could have just kind of said, Hey, here's this. Hey, we're a new water brand, and look at, look how cool our, our packaging is. Packaging is. But they, they leaned into it with the, the one thing they chose at that time to do. Mm-hmm. And that was still very early on.

Right. And so again, I think going to the. Um, that podcast I was talking about, um, would be a really good, if you're interested, that he talks a lot about that, those very early years and how, um, that early genesis, so it's almost like content marketing was really required for them to launch that brand successfully because it set the boundaries for what they stood for.

Yeah. It almost provided that platform, here's what we're all about, and then boom, going forward. Maybe back off on certain elements of that, but then amplify other elements of that. Yeah, and I, there, I mean, some of my quibble on the calling it content marketing. Yeah. 'cause I mean, really it was kind of like a, it was, it wasn't a repeated schedule of creating content.

It was mm-hmm. More like a introductory video. I don't know if that's truly content marketing, but I think you could apply that, that idea to your content marketing. Well, that maybe speaks a little bit too to, you know, people who are embracing and have embraced traditional content marketing in the past and kind of have things on this rhythm and are consistently producing and putting stuff out there.

Now's the time to really look at that. Yep. And see how's it performing. And there's probably gonna have to be some sort of a strategy shift in that. Yeah. Based on the changes that are coming with all this AI technology. Alright. Like you said it, some of this is just future proofing for ai. Like the AI's coming, you're just, yeah.

Take action now. Look at build a mode, look at that things, and just lean into that uniqueness. AI is not truly killing content marketing. It's just killing the playbook. The old playbook. The old playbook of content marketing. Yeah. Yeah. To shifting your strategies is kind of the, yeah. Well, that sounds like a good place to stop the podcast today, Mike.

Thanks for all the great information. You think you got everything off your chest? Yeah. Okay. I, I think so. For now, you know. Great. Ask me again in five minutes. That's the problem is we're, we're gonna have podcast content for years to come based on all the changes that Yep. Continuously are happening on every week.

It seems like. That's true. So, alright, this is good for now. Let's stamp it and put it, get it out there to the peeps quickly. All right. Yeah. Thanks a lot. Appreciate it. Thanks, man. See you. Thanks for tuning in. For more information and other episodes, subscribe to the marketing team of one podcast on YouTube, apple, or Spotify podcast networks.

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