Latest / Imperfect Marketing / 156: Unlocking the Future of Content Marketing: Embracing AI and Staying True to the Human Touch with Maximilian Gutsche

Transcript

156: Unlocking the Future of Content Marketing: Embracing AI and Staying True to the Human Touch with Maximilian Gutsche · Imperfect Marketing

• 0:29
  Speaker 1: Hello and welcome back to another episode of Imperfect Marketing.
• 0:32
  Speaker 1: I'm your host, kendra Corvin.
• 0:34
  Speaker 1: Today.
• 0:34
  Speaker 1: I am super excited to have Max with us.
• 0:38
  Speaker 1: He is the brains and brawn behind Unifierai, a venture that helps creators repurpose their content for more than six channels and social platforms.
• 0:49
  Speaker 1: Building with LLMs large learning models right is super.
• 0:54
  Speaker 1: Large language models right is super fun.
• 0:57
  Speaker 1: Frustrating and enlightening all at the same time.
• 1:01
  Speaker 1: And he's here to talk to us a lot about AI and some of the pros and cons of using it, some of the benefits and a little bit of some tips along the way.
• 1:11
  Speaker 1: Welcome.
• 1:12
  Speaker 1: Thanks so much for joining me.
• 1:14
  Speaker 2: Cheers, kendra Sounds great, perfect intro.
• 1:17
  Speaker 1: So my question for you, let's start with a question that I think a lot of people don't fully understand what is generative AI?
• 1:27
  Speaker 2: I mean, I would say it's very broad and I will give you a bit more technical answer, but in the end it's large language models, so anything that underlies chet-chee-pee-tee, mid-journey and so on.
• 1:39
  Speaker 2: That's usually the umbrella term for all of these language models and it's kind of in the words.
• 1:45
  Speaker 2: So you can take an interaction, use a prompt, put something in that language model and it generates something.
• 1:55
  Speaker 2: And that generation can be obviously anything from text, images now videos, YouTube script could be anything really.
• 2:04
  Speaker 2: So that's the whole magic and I even don't know how to explain like a language model from a technical perspective in depth.
• 2:13
  Speaker 1: But yeah, I struggle with it too, because I took this like little Google mini course that they had on generative AI and what it is, and it's basically like predictive AI fills in the blank based upon stuff that it's learned.
• 2:26
  Speaker 1: Generative AI can create what you're describing from your description and create something unique, supposedly right.
• 2:38
  Speaker 1: Maybe in the rewording and things like that, it might be just a little bit different.
• 2:42
  Speaker 1: So let's talk a little bit about content marketing.
• 2:50
  Speaker 1: Right, like AI and marketing, a lot of people are using it to build content from scratch.
• 2:55
  Speaker 1: I think that there's a huge opportunity here, because everybody's creating generic content and so if you can create stuff that's adding value and makes a difference, you can really differentiate yourself.
• 3:08
  Speaker 1: What are your thoughts about AI and marketing and content marketing?
• 3:15
  Speaker 2: I might be a bit biased, obviously, since I'm like building this platform, but I'm very much counter positioned to all this.
• 3:24
  Speaker 2: I'm going to Jasper, I go into chat GPT.
• 3:27
  Speaker 2: I generate a bunch of content that works well.
• 3:30
  Speaker 2: I'm not saying it doesn't work, but it works very well for fast moving consumer goods, for like content that is a bit more generic, that works for maybe an argon oil or beauty products or something.
• 3:48
  Speaker 2: I'm not saying that these are not good use cases, but I'm more on the side of like.
• 3:55
  Speaker 2: Can I also use AI to scale like very technically dense content?
• 4:00
  Speaker 2: Like management consultants, like data science, engineering firms, all of these firms?
• 4:08
  Speaker 2: They all usually sit on a treasure trove of content but they can't really use AI.
• 4:14
  Speaker 2: And I think there's a huge opportunity and you can.
• 4:18
  Speaker 2: Obviously there's a bunch of tools and a bunch of ways.
• 4:21
  Speaker 2: You can even use chat GPT to extract content from that.
• 4:26
  Speaker 1: Yeah, because it's, you know, when you're trying to be a thought leader or you're in a service based business, business to business and more, I guess, technical.
• 4:36
  Speaker 1: Yeah, it's really about creating unique content from your experience and your insights, because that's what people are hiring, right, it's not, they're not hiring, you know, I mean just regular consumer goods, right, they're not just buying something that has almost become commoditized.
• 4:58
  Speaker 1: It needs to be longer, but content takes a lot of time, right?
• 5:04
  Speaker 1: So there's a lot of again, like you said, management consultants and engineering firms that have all of this information and all of these reports.
• 5:11
  Speaker 1: What do you talk about when it comes to repurposing?
• 5:17
  Speaker 2: So I think repurposing obviously has two ultra important components.
• 5:22
  Speaker 2: So in a language models there's still let's say they're just based on language, and that's the key functionality.
• 5:28
  Speaker 2: Obviously, it can generate language from scratch, but it could also just take information and transform it.
• 5:34
  Speaker 2: It's the same process, but in this one process, the language model is not necessarily allowed to hallucinate anything.
• 5:43
  Speaker 2: Additionally, I think the second episode, or dimension, is the tone.
• 5:50
  Speaker 2: So in a chip-GPT and stuff they sound very weird delves into the intricacies of whatever.
• 5:58
  Speaker 2: That was one of my repurpose blog posts.
• 6:00
  Speaker 2: Nobody speaks like this.
• 6:01
  Speaker 2: So really finding out how the creator sounds and then keeping the AI on the content that's already created and then putting it into different formats, that's what we are trying and we are all about.
• 6:15
  Speaker 2: Because I create enough content.
• 6:18
  Speaker 2: I had podcasts, webinars, online courses, nine different recordings.
• 6:23
  Speaker 2: All of these nine different recordings.
• 6:25
  Speaker 2: You can now create a book with a guy.
• 6:27
  Speaker 2: So lots of opportunities.
• 6:32
  Speaker 1: I like what you're saying about it.
• 6:34
  Speaker 1: Yes, delvent opportunity.
• 6:35
  Speaker 1: Yes, chachigpt loves the word delve, I swear.
• 6:40
  Speaker 1: But I can tell a lot of things that were written with AI.
• 6:44
  Speaker 1: Usually, if I look at it and if someone didn't do any editing to it, I can tell that AI wrote it.
• 6:51
  Speaker 1: Because I use it so often, even though I add, use this voice, use this tone, things like that there's still like an awkward, a little bit of an awkward wording to it, and those hallucinations that it does are a big issue.
• 7:08
  Speaker 1: So when you're using and leveraging your content, you don't want it to make things up, and it does really like to make things up.
• 7:17
  Speaker 1: No, so okay.
• 7:19
  Speaker 1: So I know most marketing experts, including myself, we always say, yes, make one larger piece of content and then break it up and use it in a bunch of different ways.
• 7:31
  Speaker 1: How does Unifier help people do that?
• 7:36
  Speaker 2: I mean we're trying to make it as easy as possible, because one thing I also realized was learning to prompt in the beginning is quite hard and it's like a frustrating process because you get very bad output in the beginning and you have to refine it over the ages.
• 7:51
  Speaker 2: So it's really like take a piece of content a YouTube video so at the moment it's video and audio format upload it, it's automatically to inscribed and then the AI goes in and writes content pieces for you and, for example, a blog post the blog post one hour podcast can easily become like a 7K words blog post because usually people talk like 8,000 words per hour.
• 8:15
  Speaker 2: So that's quite easily doable.
• 8:19
  Speaker 2: But then you get like around 30 LinkedIn posts and really it takes your information, scroll through it like language models, super good at identifying context if you tweak it a bit, and it understands, for example, the mental models and the frameworks in my talk and then extract them into posts.
• 8:38
  Speaker 2: And then also there's such a feature which is launched you can now put in your content, put in the future, your website, and it learns your tone and then it keeps that in like a little memory database where it's always like Max doesn't use the word Delph, and he doesn't use the word intricacy, and then it puts the things together.
• 9:00
  Speaker 1: Oh, that's very cool.
• 9:01
  Speaker 1: So I think one of the things, though, to talk about.
• 9:04
  Speaker 1: So I had a meeting with a client the other day, and when we were talking, she's like well, that's the same image that we're posting like three times in a row.
• 9:16
  Speaker 1: And I'm like, yeah, because it's for an event and people have to see things repetitively.
• 9:20
  Speaker 1: And then she's like well, we just posted about that last week.
• 9:23
  Speaker 1: And I'm like, yeah, but we have to post about it again because not everybody saw it.
• 9:28
  Speaker 1: And I think that's one of the things that people struggle with is that they don't realize how many times people have to see things, cause if you're tired of it, if I'm tired of it, people still haven't seen it or heard it, right.
• 9:42
  Speaker 1: So what are you recommending that people do with their content?
• 9:49
  Speaker 2: I mean, I just read that a few weeks ago, a really cool quote, and it stuck in my head immediately.
• 9:56
  Speaker 2: It was like you basically need to find a message that resonates and then 101 ways to hammer it all.
• 10:04
  Speaker 2: So that was like a really.
• 10:06
  Speaker 2: It's basically this like if you look at Gary Weed, the guy talks about the same stuff for 15 years now I think I'm personally not a big fan, but always the same stuff.
• 10:18
  Speaker 2: And then if you look at most creators, they have one clear theme and one clear topic they talk about.
• 10:24
  Speaker 2: So it's like for me at the moment I'm way too inconsistent for being a founder of like a content scaling platform.
• 10:31
  Speaker 2: Plus, I used to talk always about technology and building technology products.
• 10:37
  Speaker 2: I don't think I would ever need to change that because that's already such a broad topic, and what I would suggest probably is also just, you know, change a bit the way you create content.
• 10:51
  Speaker 2: That would be like an identified, that message that resonates.
• 10:55
  Speaker 2: And then, if you don't like for example, I don't, I've never find time to sit down and buy the blog post.
• 11:01
  Speaker 2: It's really hard.
• 11:02
  Speaker 2: Who has like four hours to sit down and write a blog post?
• 11:06
  Speaker 2: Just record stuff you know, like if you walk around with your phone, you have a good idea, maybe you have a story, maybe you just come out of a glide meeting, record five minutes and that could be repurposed.
• 11:17
  Speaker 2: So I think you know most people are still like in front of this daunting task of creating like original content all the time and I'm like, just you know, give me some record it's in.
• 11:27
  Speaker 2: Usually people look into their companies and they find content everywhere.
• 11:33
  Speaker 2: So you know there's like ton of idle assets you could use and then you don't have to use Unifier, you could even use ChetBT and other tools to, just, you know, get started.
• 11:44
  Speaker 1: Yeah, I think that that's the key.
• 11:46
  Speaker 1: I think that AI is really helping make things easier when it's used responsibly.
• 11:50
  Speaker 1: What kind of, what kind of cautions or things do you tell people related to AI, or is there?
• 11:58
  Speaker 1: Are there any limits?
• 12:00
  Speaker 1: So, again, a lot of engineering firms and you know, management consulting firms, things like that, a lot of them they run into problems because they're like, oh, this is confidential and this is confidential and that's confidential, so they are very nervous about putting things into systems like ChetBT, for good reason.
• 12:21
  Speaker 1: What are your thoughts around some of the cautions related to AI?
• 12:27
  Speaker 2: You know it's.
• 12:28
  Speaker 2: I think it's surprising that I have to say it, but it's like don't upload your financial statements into ChetBT.
• 12:38
  Speaker 1: I was only.
• 12:38
  Speaker 1: I said she did that on TikTok.
• 12:40
  Speaker 1: I was like oh my gosh, no, what are you doing?
• 12:47
  Speaker 2: So see exactly stuff like this Also, please like for us.
• 12:50
  Speaker 2: I think we're going to include a policy that you just don't pirate people directly.
• 12:55
  Speaker 2: I mean, I get it, you know, take a bit of content, repurpose it, synthesize it, but just don't go directly, you know, run someone else's podcast through this and then publish it, as you are Right, that's like straight plagiarism.
• 13:08
  Speaker 2: I think that's going to be in our terms, that we're going to kick you off the platform if you do it.
• 13:13
  Speaker 2: But I find that these are kind of like you know, things we like before AI.
• 13:18
  Speaker 2: Like I wouldn't have done the same.
• 13:20
  Speaker 2: Like I don't go to a podcast that's transcribed, write an article out of it and tell people it's.
• 13:26
  Speaker 2: For me it's much easier with AI, which is a bit of the problem.
• 13:29
  Speaker 2: But you know, if you're in your R&D department, you know like, don't.
• 13:35
  Speaker 2: Like you can interview your head engineer about the cool stuff you're building and you can put that onto social media, but don't go in and go and like, take the products back and bang them in the entry purpose.
• 13:47
  Speaker 2: Obviously, I don't know.
• 13:49
  Speaker 2: It's a bit weird to talk about.
• 13:51
  Speaker 2: You start laughing, right.
• 13:54
  Speaker 1: Like we shouldn't have to tell people to not put up their financial statements.
• 13:58
  Speaker 1: I mean, I've been watching I'm a big fan of Zapier, I do, I love Zapier.
• 14:03
  Speaker 1: But like, I've been watching some of their social media ads and they're talking about how you can connect your email to chat GPT.
• 14:10
  Speaker 1: Like, I don't recommend you connect your internal female system to chat GPT because it's just, it's not private and it's like, even though you can doesn't necessarily mean you should and you have to really think.
• 14:25
  Speaker 1: I think about some of those consequences For my company.
• 14:30
  Speaker 1: We definitely do not use or try to duplicate or reword competitor information, so we don't put that in there at all.
• 14:37
  Speaker 1: We don't put anything that's not public or soon to be public.
• 14:43
  Speaker 1: Like I will upload the transcript of this podcast to help me write my show notes and things like that.
• 14:49
  Speaker 1: But because it's going to be going live and nothing in here is confidential but you don't upload confidential information I have made the decision, after reading some terms and conditions, that I have not training any AI systems on my voice or on my likeness, because then they can use it pretty much anywhere they want to, and that's just been a decision that I've made.
• 15:17
  Speaker 1: Someone else could very well do it, because I have more than enough audio and video out there, but I've made the decision not to do that and I think it's really important to try and figure out where your limitations are around it, because it's a little bit of the Wild West for you know, as we like to say here, and it's just nobody else is doing the guidance.
• 15:45
  Speaker 1: What are your thoughts or what do you?
• 15:49
  Speaker 1: What do you encourage people?
• 15:50
  Speaker 1: Are there any other things other than confidential information and not uploading their financials and competitor information that you add to that?
• 15:59
  Speaker 2: So there is a bunch of companies, for example Jesper.
• 16:02
  Speaker 2: They put out a template for I would say like an internal AI policy template.
• 16:07
  Speaker 2: It's a few pages, but it gives you some good ideas.
• 16:11
  Speaker 2: It's like hey, employees, you know, our first thing would be please don't put R&D or financial statements or anything.
• 16:19
  Speaker 2: Or customer information is like you can upload a workshop with your customer but don't upload I don't know like your customer list, how much they pay and stuff.
• 16:32
  Speaker 2: It's useless anyway.
• 16:33
  Speaker 2: Like for our tool it would be pretty useless because, like, why do you want to post about that on social media or whatever?
• 16:39
  Speaker 2: But so I would suggest probably people should go to Jesper, download their policy template and just play around and think about OK, how do we create our own little policy template?
• 16:53
  Speaker 2: We also we are also working on one that we can just give our clients, where we say, like, look, plagiarism is a no go, private information is a no go, customer information is a no go.
• 17:03
  Speaker 2: And then just, you know, also let the employees think about what kind of what do they want?
• 17:10
  Speaker 2: Is it OK for them to be there for content creation?
• 17:14
  Speaker 2: Is it OK if they've been interviewed and stuff?
• 17:17
  Speaker 2: So it's a lot of about, like the old data privacy stuff, a bit enhanced for AI, I would say.
• 17:24
  Speaker 1: So.
• 17:24
  Speaker 1: So let's talk about where this is.
• 17:27
  Speaker 1: I think you said chatbots aren't going to break through.
• 17:32
  Speaker 1: What do?
• 17:36
  Speaker 2: you mean.
• 17:36
  Speaker 2: So I think chatbots are not the ideal interface because it's it's like, for example, for some of my things like I'm doing a partner program at the moment and I have a ton of stuff to do like elite magnet, a PDF that explains what kind of new services like an AI content market and content marketing agency can offer with us Unifier combined.
• 17:57
  Speaker 2: It's like it takes a lot of time and it takes a lot of steps and that's kind of like a bit of a problem.
• 18:05
  Speaker 2: So with the conversational interface, you will always need to go back and forth and, of course, the language models understand you better and better, but it's still a very tedious process.
• 18:16
  Speaker 2: What we are doing, for example, is like we like we're adding additional steps for the user.
• 18:24
  Speaker 2: So here's the outline of your blog post.
• 18:25
  Speaker 2: Do you want to generate that type phases, that enterprise AI content marketing solution?
• 18:31
  Speaker 2: They're also doing something I would say it's called guided prompting.
• 18:36
  Speaker 2: So it is an interface with forms and buttons where you can click and customize a few things, but you don't have to write a prompt.
• 18:43
  Speaker 2: Really, I think a checkbox is too complicated and it takes the work and puts it on to the user, and that's usually not what you want with interfaces, If you think about the success of the iPhone, for example.
• 18:57
  Speaker 1: Yeah, that makes perfect sense because they, you know, sometimes I'll say, ok, write three social posts about this podcast episode, and then it'll give me like three one sentence things and I'm like, ok, write one LinkedIn post for this podcast episode based on the transcript, and then I'll say, ok, then write another one, and then it actually gives me good content.
• 19:18
  Speaker 1: But it, yeah, it does the prompt engineering and the manipulation that you have to do, I think, to get good quality content.
• 19:27
  Speaker 1: There's a lot of back and forth, a lot of reading, a lot of editing, a lot of that going on.
• 19:33
  Speaker 1: That makes sense, so OK so.
• 19:38
  Speaker 1: So a lot of people again struggle with repurposing because I think that they feel it's old right, they released it already, people know about it, even though we know that that's not fully true.
• 19:52
  Speaker 1: So I would repurposing be better than just making up additional stuff.
• 19:59
  Speaker 2: I mean, you know, making up a digital stuff is really hard.
• 20:03
  Speaker 2: You know, what I find really painful, for example, is just sitting there, and then you have always this pressure on social media to be original again, and it's not only this, but it's also like what kind of creator template do I use?
• 20:16
  Speaker 2: Then I need to be good at hooks writing, for example, and so what we are doing, and we have developed in more and more, is just we just we take your content and we search your content and maybe in your webinar, you told a personal story.
• 20:31
  Speaker 2: Maybe there's a high, high level marketing framework inside, maybe there's some details.
• 20:37
  Speaker 2: So, taking out your content I would say taking out 10 more strategic, high level ideas, 10 details, maybe a bunch of like personal stories we identify and then create this content.
• 20:49
  Speaker 2: So the content still focused on what you talked about, but from different angles listical, could be analytical, could be a bit contrarian.
• 20:57
  Speaker 2: So, and obviously, since not all of your people will will see your posts, it's great.
• 21:04
  Speaker 2: So the content is varied, it's interesting, new hooks, it's new and freshly engaged and could be a carousel, a LinkedIn article, and then you just put that into into different channels, and also one thing we've been proposing is also that's something we want to get into the next week.
• 21:19
  Speaker 2: When I have a blog post, you can easily tell the.
• 21:23
  Speaker 2: I give me a LinkedIn article that's a bit different, give me a media article that's a bit different, and have three new channels I can play with and get towards my audience and it's optimized for each channel.
• 21:35
  Speaker 2: And you have some plagiarism software in the background that even says OK, these three pieces are unique, create them, that they're unique.
• 21:42
  Speaker 2: So that's just like, if you like, you can create a lot of original ideas if you want, even with this approach, but it's just like you're losing out on a lot of channels you know you could be playing with.
• 21:55
  Speaker 1: And I think that that's you know.
• 21:56
  Speaker 1: Again, I tell people all the time I was like OK, if you're a small business and there's like one or two of you, don't sign up for more than you can handle, and if you can't be active and engaging on a platform, then don't be there.
• 22:10
  Speaker 1: But something like Unifier could really help people expand the number of platforms that they're using and leveraging, because you're able to, instead of spending time creating unique pieces of content, you can leverage some pillar content or Keystone content, or whatever you want to call it, to post on all those different places.
• 22:36
  Speaker 1: And so, instead of investing your time on creating your, investing your time in engaging, and social media is about to make conversations Right.
• 22:46
  Speaker 2: Yeah, and strategy, obviously.
• 22:48
  Speaker 2: One thing I always tell people is like look, think there's never enough content.
• 22:54
  Speaker 2: So, for example, I talked with a guy that does content creation with like a sales enablement focus linked in automations and stuff.
• 23:01
  Speaker 2: The sales team's never happy.
• 23:03
  Speaker 2: They're like hey, we need a lead magnet every month.
• 23:06
  Speaker 2: You know they need some form of lead magnet and e-book and stuff.
• 23:09
  Speaker 2: So it's like what you can do now with these tools is just saying like OK, the content creation part got a lot easier.
• 23:17
  Speaker 2: Let's be more creative.
• 23:19
  Speaker 2: I don't know let's.
• 23:20
  Speaker 2: Let's create, have a better strategy, think more about our channels, and it frees up your time to kind of refocus on the stuff.
• 23:29
  Speaker 2: That's fun anyway, Right.
• 23:30
  Speaker 1: So like I'm more like no, I love that because so.
• 23:36
  Speaker 1: So my podcast has gone sort of like up and down as to whether or not it's on strategy and not because I'm like, oh, this sounds really interesting and people should know about it.
• 23:44
  Speaker 1: So sometimes I go off of my my themes.
• 23:48
  Speaker 1: But, moving forward, I've themed my months for 2024.
• 23:53
  Speaker 1: And the reason I've themed my months in my podcast is so that people can go there and get know what they're going to be listening to, know what they're going to be getting.
• 24:01
  Speaker 1: I have four content pillars that I'm going to be using throughout the year and rotating through and again, that's so that people know what they're going to be getting and want to engage, because if you're all over the place, people don't know what they're listening to, or they don't know what they're tuning into, or they don't know what they're going to you for.
• 24:22
  Speaker 1: And that strategy piece is huge.
• 24:24
  Speaker 1: Freaking up the time to be more creative, to be more strategic, to tie things in is is really important, and I found when I was not recording, my podcasts are enough in advance, like one episode be about something, another one would be about something totally different, and it was just oh and but.
• 24:44
  Speaker 1: A lot of that had to do with the fact that I was rushing right, had to get something out for next week, and planning ahead allows you to move things around and again being more strategic and so saving time through a high is.
• 24:58
  Speaker 1: That's a great way to look at it.
• 25:00
  Speaker 1: It allows you to be more strategic and more creative as you go Very cool ideas.
• 25:05
  Speaker 1: So what?
• 25:08
  Speaker 1: What are some of the biggest misconceptions going on right now with AI?
• 25:13
  Speaker 2: I mean, I think one thing is that it's not the classic one, that it's going to replace everyone, and I think I think that's that's.
• 25:22
  Speaker 2: That's one of the worst, because, like it's so that's also.
• 25:26
  Speaker 2: There was also a quote I read somewhere in one of my 15 I news that I get every day, but it was basically about so AI is really good at replicating tasks or overtake or automating some tasks, but it's not able to automate a role.
• 25:45
  Speaker 2: It's not able to replace me, because I do all of these things that I'm a partnership manager, a product designer.
• 25:54
  Speaker 2: At the moment, it's impossible to replicate me, but it can take some of these tasks and just scale me.
• 26:01
  Speaker 2: One thing that really is around replicating, like making people useless that's a classic one.
• 26:08
  Speaker 2: Another thing I would say is also, I think the creative, strategic people, the one with original ideas, going to have such an insane advantage.
• 26:19
  Speaker 2: Now, of course, everyone is a copywriter.
• 26:24
  Speaker 2: Now that's not a problem, but that just raises everyone to 50 or 60 percent.
• 26:29
  Speaker 2: The ghost writers, for example.
• 26:31
  Speaker 2: I talked to a bunch of ghost writers recently, the ones that are really good at social interactions, filtering out really cool stories.
• 26:41
  Speaker 2: It's almost like a field to succession sometimes, with executives finding these stories, these insight, these unique voices.
• 26:48
  Speaker 2: That's something that AI won't be able to do, because it's a recording.
• 26:53
  Speaker 2: You need to speak.
• 26:53
  Speaker 2: The AI won't do it.
• 26:56
  Speaker 2: The upper five to 10 percent that are really good at that craft.
• 27:00
  Speaker 2: They just got a 10 x day income.
• 27:03
  Speaker 2: I think.
• 27:04
  Speaker 2: If you're in the lower bottom, it's easy that it could be replaced or at least some form of your content work automated way.
• 27:17
  Speaker 1: Yeah, I think that's a really good point.
• 27:19
  Speaker 1: No, it's not going to replace it.
• 27:20
  Speaker 1: The people that are really good at what they do have a great opportunity to differentiate themselves because everybody's at the same level.
• 27:30
  Speaker 1: Otherwise, all that content that's just being generated by chat, gpt or Claude or mid journey, it's the same.
• 27:40
  Speaker 1: The people that are creating and creating it in unique ways, I think, really have a great opportunity.
• 27:50
  Speaker 1: I've been telling people about copywriters.
• 27:52
  Speaker 1: I was like, oh, copywriters, there's not going to be a job for them.
• 27:55
  Speaker 1: I'm like, well, maybe long term, but I'm like right now, the demand for copywriters is going to go through the roof because they can communicate.
• 28:02
  Speaker 1: They can communicate with these chat bots where a lot of other people don't know how to do that because they're not writers.
• 28:10
  Speaker 1: They don't know how to ask the right questions and do the right editing.
• 28:14
  Speaker 1: They need that help in communication.
• 28:18
  Speaker 2: Yeah, I mean, I have it.
• 28:19
  Speaker 2: But when I talk to these copywriters, most of them also said like there was a small little slump where people were like, okay, now I use chat GPT, but the people with money, the executives, they look at it and they're like chat GPT is not a good interviewer.
• 28:39
  Speaker 2: They can't, it doesn't have empathy, it's pretty dumb in the end.
• 28:43
  Speaker 2: Right, it's all statistics and probability in the end.
• 28:46
  Speaker 2: So social skills will never go out of fashion.
• 28:51
  Speaker 2: Contrarian thinking consultants that can build smart frameworks that help people.
• 28:57
  Speaker 2: Chat GPT can help you do it.
• 28:59
  Speaker 2: Do it certainly can help you ideate 50 different frameworks, but you need to be able to think in frameworks to actually get something out of it.
• 29:07
  Speaker 1: So, yeah, there needs to be a level of your expertise along with that knowledge, and I think that making sure that we still have that baseline of knowledge and information is going to be really important and key as we continue to use that, because, yeah, it's going to be dumbing down a little bit of the stuff as we go, so very cool.
• 29:28
  Speaker 1: Well, thank you so much, max, for spending some time with me before I let you go, because this has been an awesome conversation.
• 29:35
  Speaker 1: Before I let you go, though, I do want to ask you the question that I ask all of my guests.
• 29:39
  Speaker 1: This show is called Imperfect Marketing for a reason, because we know marketing is anything but a perfect science, like generative AI.
• 29:47
  Speaker 1: So tell me, what has been your biggest marketing lesson learned?
• 29:55
  Speaker 2: I mean, you know I struggle with this so much.
• 29:59
  Speaker 2: It's just like you know, the fear of you know, like imperfection and like always having original ideas, because I praise myself on having original ideas and original business ideas and really, just once I publish sometimes I publish posts that are a bit from a different angle they get even more engagement than the first one, like you can always, I think, engagement drops at the fourth post maybe, but it's just, you know, like if your message is good, you have so many opportunities to tell it and on LinkedIn you could hammer home with Carousel posts a text post, an image and text post.
• 30:36
  Speaker 2: So it's like you know, don't be afraid, you know, just put that out.
• 30:41
  Speaker 2: And yeah, I mean you know, don't use generic AI.
• 30:46
  Speaker 2: Obviously that would be my biggest thing, because it's like that's going to be very boring in a few weeks, I would say.
• 30:56
  Speaker 1: Yeah, no, and if you're bored?
• 30:58
  Speaker 1: A copywriter told me once because if you're bored reading your content, so is the person reading it.
• 31:03
  Speaker 1: So make sure you're not bored reading your content.
• 31:06
  Speaker 2: But yeah, it's good, but.
• 31:09
  Speaker 1: I love that one, but I think it's very good to think about that and to hear again what Max is saying about repurposing your existing content.
• 31:19
  Speaker 1: There's a huge opportunity there.
• 31:21
  Speaker 1: Do not just use standard outputs and things like that from AI systems, generative or not.
• 31:28
  Speaker 1: You want to add your personality and your personal stories and the things that are going to make you, that are going to differentiate you, which is key.
• 31:36
  Speaker 1: Thank you again so much for joining us today.
• 31:40
  Speaker 1: Max, I do appreciate your time.
• 31:42
  Speaker 1: I was actually, of course, my mouth went like crazy down.
• 31:47
  Speaker 1: Oh, there it goes.
• 31:47
  Speaker 1: I do.
• 31:49
  Speaker 1: We are going to have a way to connect with Max on LinkedIn.
• 31:53
  Speaker 1: Of course, in the show notes, we'll also have a link to Unifierai so that you can check that out too.
• 32:01
  Speaker 1: I encourage you to do that, because there's just a lot of opportunity in AI space right now, and looking at people that have some really good ideas and how they're leveraging it and how they're making it easier for all of us to leverage it and save time, become more strategic and more creative, is definitely key.
• 32:19
  Speaker 1: So thank you all so much for tuning in.
• 32:21
  Speaker 1: If you learned something in this episode and hopefully you did please rate and subscribe.
• 32:26
  Speaker 1: That would really help me out, and if you're looking to connect with Max, be sure to check out the show notes.
• 32:31
  Speaker 1: Thanks, and see you on another episode of Imperfect Marketing.