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Adam McQueen on Diversified Content and New Possibilities · Content, Briefly

• 0:00
  [upbeat music] Hey, and thanks for tuning in to another episode of Content Briefly. Quick reminder to check out the 30 day free trial of Superpath Pro.
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  You get access to our Slack group, which has almost 500 paying members in it now. It's incredible. The signal to noise ratio is perfect because it's all signal.
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  All of us are in there together trying to sort out what's going on in content marketing, what's next for each of us individually, trends we're seeing across the companies that we work with. It's really cool.
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  I think we've kind of graduated from this phase of we're a little intimidated by this into this next phase of there's new things that are possible, and what are those things, and what skills do we need to develop?
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  Come kick the tires, try it free for 30 days, see if it's a good fit for you. superpath.co for all the info. Okay, today we have Adam McQueen on the podcast. He runs community and content at a company called Klue.
• 1:02
  He explains Klue and what that is. It will make a lot of sense. The type of marketing he does makes a lot of sense once you have more context on the business.
• 1:10
  Interestingly, I felt there was a, a really cool tie-in between community and content here, where Adam and his team have been emphasizing creator partnerships, executive LinkedIn presence, you know, championing their best customers.
• 1:23
  Like some, like very community centric things as part of their content for a long time, kind of pre-decline in organic traffic. We talk a lot about that. Their marketing program is very diversified.
• 1:34
  We didn't even get to talk about their video strategy, which Adam spends quite a bit of time on, so we may need to have him back to talk about that.
• 1:40
  We also just riffed for a bit on some of the new possibilities with AI now that content marketers can code and design and do all kinds of other things.
• 1:48
  Like, what does that mean for each of us as individuals, and what does that mean for organizations where, you know, people don't necessarily have to stay in their lanes, quote unquote, any longer because they can do so much more on their own with the help of AI?
• 1:59
  So, lots about that. I'll get out of the way. As always, really enjoyed this conversation with Adam McQueen, and I hope you do too. Hey, everybody. Jimmy from Superpath here today with another episode of Content Briefly.
• 2:10
  Very happy to have Adam McQueen here, senior manager of content and community at Klue. Adam, thanks so much for coming on. Would you mind telling us about yourself? Give us an intro. Who are you? What do you do at Klue?
• 2:21
  And then the next thing I'll ask you, I'll tease you, is tell me about Klue. I, I really don't know much about the company, would love to know more about it. For sure. Well, what's going on, everyone? I'm Adam.
• 2:28
  I am the classic journalism student turned content marketer, so that's the bare bones for me. I've been at Klue for five years, lead the content function here.
• 2:39
  I was the second or third marketing hire when we were a scrappy little company just raising our Series A.
• 2:45
  Learned all the marketing stuff on the fly, kinda hands on the wheel rather than going to school for it, and I think a lot of the, like, kinda non-traditional approach to marketing and kinda the journalism background kind of has
• 2:58
  defined how we've approached content at Klue. So that's my little spiel. I also kinda oversee, like, our community, sort of how we work with our customer champions and advocates.
• 3:08
  I think that's, like, a huge part of our, like, content strategy. And then Klue.
• 3:11
  Klue is competitive enablement platform, so primarily we'll sell to product marketers, and at larger companies they have, like, dedicated CI compete teams.
• 3:20
  And for them, it's pretty much giving y- like, researching, tracking every competitor within your space or your adjacent space, everything you need to know about them, conducting win-loss interviews with buyers that are evaluating a company and their competitors, any internal data that's coming in, external data.
• 3:38
  Pretty much just giving you a full picture of your competitive landscape and then also sending the sales teams of those product marketers deal specific insights about the competition that they can use to win when it's highly contested deals in, like, very saturated markets.
• 3:54
  So that's the high level spiel. I'm not a salesperson at Klue, but I hope that one gave it a clear enough articulation. So many follow-ups based just on that first answer.
• 4:03
  Maybe first, I would love to just quickly touch on community.
• 4:06
  Find that it means different things at different companies, so like at a comp-- like Zapier is a good example where community to them means forums of user generated content, and that primarily serves as self-service customer support, and that turned out to be a great play because it's all indexable, now it's being fed into LLMs.
• 4:23
  It's like you can get very, very specific troubleshooting info about Zapier. And then there's companies like Air Ops. They run a Slack group. You know? And it's a lot of product education. Like, this is a tool- Yeah...
• 4:37
  like a category of tool we've never really had before. You know? So, like, you, you need to do a lot of education, and it's a good place to do that. So anyway, really long way of leading up to community at Klue.
• 4:47
  What does it look like a- and what's the job to be done? What's the goal of it? Okay. This is an interesting one 'cause I think this has evolved so much, and I think it's honestly gonna, like, continue to evolve for us.
• 4:55
  So I think just at its bare bones, when I was a content team of one just trying to figure out how to repurpose stuff, how to kinda, like, deliver value across a bunch of channels, like, kinda we're in this kinda nascent category and, like, educate the market irrespective of Klue was, like, the goal and that's what kinda, like, led us to market leadership.
• 5:13
  And a big part of that was sort of doing, like, community meetups, sort of like your classic kinda power hours on topics, get people in, sort of bring customers in, but talking about, like, the industry at large and less Klue.
• 5:25
  And that was, like, the starting point of building community. However, I think that started to, like, really evolve for a couple of reasons, is there's the sort of general...
• 5:38
  And I mean, this is with yourself too, it's like, I think there's a general, like, ascendance of, like, personalities and individual brands that almost feel more authentic as a community of practice.
• 5:49
  When there's not a vendor involved, people kind of gravitate to those, and there's some incredible people in our space too that have led their own individual communities.
• 5:57
  And as I kinda sat there and was, like, looking at our strategy, we'dBuilt like a strong community of practice when it was like regular virtual events.
• 6:05
  There's a form component, but I was like, "What do we wanna do moving forward?"
• 6:09
  And it was actually just viewing it, like you just mentioned, I think with Air Ops there as like, what is our differentiator to those types of communities of practice? Like, well, we have a product.
• 6:19
  Why don't we anchor it around this?
• 6:20
  And so I think in like probably the last year or so has really been anchored around not only helping folks use our product, but then identifying customers that we believe to be like our strongest customers, the people that are gonna drive Klue in the future, and building deep relationships with them, making them customer champions, and getting them in the loop of what we're doing from maybe a marketing side, but also them meeting with our product team, like driving what they want to see next.
• 6:47
  And so the scope of community has actually gotten, in terms of like maybe size, smaller, but a lot more targeted to like customers that are actually gonna be these people that are like, uh, informing roadmap, actually getting the inside scoop of betas, championing what we're developing because they've been on the inside, and now you actually have a more authentic group of community members than typically just folks that are coming to like regular like webinars and stuff like that.
• 7:13
  We still do the virtual events, but I'd say we've oriented our resources and time to be focused. So much of that resonates, too, like as someone who's been running this community for a long time. Like, people want...
• 7:23
  They deeply want the connections with other people. And I feel like especially in the marketing space, we can look at a company's marketing and understand that it's marketing. It doesn't mean it doesn't work.
• 7:32
  It can still work, but the relationships that you build with people, the social proof also of like seeing who else is using this tool is incredibly powerful. So that's really cool. Yeah, for sure.
• 7:41
  Like you do smaller meetups, virtual, some in-- more in person meetups, things like that just builds way more connection than just doing sort of the typical virtual events, I'd say.
• 7:51
  So on the website this morning, preparing for this podcast, I noticed that the primary call to action is, "Get a demo." And when I see that, it paints this picture in my mind of what marketing looks like.
• 8:00
  It's enterprise. There... It's sales driven. There's multiple users on your customer's account. Maybe there's a CS team onboarding people. Am I assuming too much how enterprise-y, for lack of a better term, is Klue?
• 8:14
  And then how does that affect your marketing strategy? Hmm. Yeah, no, I think you're right there.
• 8:19
  I think we've served different spectrums of the market, and I mean, we were just chatting before we went live here I think with what we're developing with AI and what's happening in the market too.
• 8:28
  I think we're noticing a ton of traction with folks in the lower end of the market and like servicing that from a product standpoint, getting people's hands on it quicker.
• 8:37
  Like that's actually one of my big priorities moving forward pretty much as we get off the line here together.
• 8:44
  So that's maybe forward-looking, but like traditionally, yeah, I think there's more of that multiple stakeholders, um, you're having a bigger buying committee.
• 8:52
  I think the unique thing that I've felt with this marketing this sort of product is you have a direct user, let's say our product marketers.
• 9:00
  They're the person that, uh, have the pain of trying to track all the competitors, trying to build battle cards for sales, trying to refine positioning and messaging.
• 9:09
  But you also have the salesperson that's the end user who's not always gonna directly be using Klue, but the outputs of what we produce.
• 9:16
  And so it's always interesting sort of from a marketing standpoint, especially we're a lean team, like determining who do you wanna go after in your marketing, and how much do you wanna spend resources, and where in the funnel do you wanna go directly to sellers?
• 9:29
  But the product market is a bar, and the CMO is often typically gonna be the EDM there.
• 9:34
  And so I think with like that kind of buying committee w- and how the products traditionally worked, you have to make decisions on what you're prioritizing to what audience and when.
• 9:45
  'Cause if you're trying to say everything to everyone, then you're kinda SOL.
• 9:48
  You know, somewhat related to this, um, you know, maybe this is a little more nuts and bolts, but prior to recording, uh, you know, we had a couple emails back and forth, and we talked a little about AEO and zero click content and how some of this starts to affect- Hmm...
• 10:01
  content specifically, and I'd love to ask you a little bit about that too. And I thought in your email you said, "I sure am glad we diversified early." [chuckles] I'd love to... Like what does that mean?
• 10:11
  You know what I mean? What types of content are you producing? Is AEO becoming important? What else is going on, I guess, behind the scenes that makes you feel like you've done a good thing by diversifying?
• 10:20
  Yeah, there's two things there. Like so what we're doing with AEO and like GEO and cracking that nut, which has actually been really fun.
• 10:26
  It's like a fun new kind of wrinkle or challenge, and I honestly shout out to Nico on my team. He's been a killer with some of the AI work, uh, and being kind of the cutting edge of what we're doing there.
• 10:37
  But I'll start with maybe the diversification of channels first. I just... As a content team, as I was building out our content strategy over the years, it was...
• 10:47
  I guess we had like strong SEO to a degree on certain things that traditionally had like driven pipeline, driven us opportunities, gotten people in the door, build your stuff around battle cards.
• 10:57
  That's a good fit customer. That was one lever we pulled.
• 11:02
  But just like innately it felt like if you just rely on that, and I didn't-- back in the day I definitely wasn't thinking about AI taking over the world to limit a channel, but just like at its core, it's just like you don't wanna be a one-legged stool.
• 11:17
  And I think there was also like maybe my more like creative marketing side wanted to explore different mediums of creating content and how can you like build audiences there.
• 11:27
  So I'd say like a couple of the big things was the biggest swing we ever took, which is to this day probably been the proudest thing I've been a part of, was launching the Compete Network, which is sort of our media hub, and that was like started with me starting my own rinky-dink podcast five years ago, which might have...
• 11:44
  Everyone has one now, but back then it felt unique to then building sort of like true media shows with like influencers, even our internal people that we wanted to build their brands, create just like really unique series of content in which we could work with creators in the space super cost effectively, like own the IP to like really good video-led content.
• 12:05
  And part of that, too, was having a newsletterThat sort of amalgamated these different series we were creating, that was still your capture point.
• 12:14
  'Cause I think I truly believe in a lot of the stuff that we're talking about now with, like, organic social, creating media-led content. But there is also a truth to, like, it... There's still value in capturing emails.
• 12:26
  There's still value in bringing people into your, like, ecosystem that's not at the whims of algorithms, and that's where a newsletter obviously comes in.
• 12:33
  So I think having that media content, but then having a strategy of building a really strong newsletter, which is sort of-- They're all kind of... This is corny, but I call it being, like, part of the Clue universe.
• 12:42
  They all feed each other the channels.
• 12:45
  And so I think that component has been really strong in terms of building up all of the social channels, all of the social profiles within our executive team that we, like, wanna work with them, like, deeply, and then also, uh, this, like, audience on our newsletter subscribers, the community that we mentioned before as well, like, having people within that community.
• 13:03
  Like, these are all points of more direct one-to-one access with individuals.
• 13:08
  And so I think we looked at that from, like, those are the things that we've built from scratch in addition to some of the existing, like, SEO that we'd established.
• 13:18
  And so that's what I think, like, how I think about some of, like, the diversification of the channels that if one dips, at least we have these other points of contact that are gonna keep you afloat, right?
• 13:29
  Like, I don't wanna be just reliant on one thing. And then ironically, like, obviously, what is, like, shifting in the world of SEO right now, it actually was, like, a nice validating moment.
• 13:40
  And so I'll pivot into that, is, like, I think one of the cool things is my team's being, like, super-- like, we're all kind of a bit nerdy into a lot of the AI trends.
• 13:49
  And even as early as maybe, like, eight, nine months ago, we'd set up our, like, Google Analytics dashboard to be, like, already looking at, like, are we getting traffic from LLMs and AI right now?
• 14:01
  Are we getting conversions for resources? 'Cause it's, it's still feeling like a bit of a, like, this kinda, like, black box. You don't really know what's happening in there.
• 14:08
  But at least we were getting those, like, lagging indicators, and we just started to see it was, like, very, very small. And I can tell you, like, right now it's going 50, 60% month over month increase. Oh, it's crazy.
• 14:19
  And a lot of the sorta SEO principles are probably transferring over there.
• 14:23
  So I think just, like, the starting point was, like, building that dashboard just as a look because I think a lot of people in SEO right now are seeing the, "Oh, crap, we're still getting impressions," but we're getting gobbled up because of zero click, like you mentioned, and that's a lot of the top-of-funnel content, obviously.
• 14:39
  But looking at that, we... And we had the same.
• 14:41
  Like, we've seen similar trend, but if you just look at that in isolation and don't look at, like, this dashboard where you're actually seeing the rise in, like, AI traffic, you might be telling an incorrect story to your CMO or whoever in leadership.
• 14:54
  Good on you. I mean, I'm just thinking about five years ago working with creators, kind of seeing far enough ahead to know that channels rise and fall.
• 15:02
  I mean, I guess we all kinda know that, but, like, when you're riding the wave of it, it's hard to be like, "Okay, let's start thinking about the next thing," 'cause even though this is going great, it's not gonna stay that way forever, you know?
• 15:12
  Brian Balfour from Reforge published an article recently on his Substack called...
• 15:15
  It was called, like, The Next Great Distribution Shift, basically explaining this ex- same idea in the context of trying to get distribution for products and how, you know, it's like a channel comes- Mm.
• 15:27
  They really need you. They heavily incentivize you. You get lots of free distribution. And then as they need you less, it gets harder and harder.
• 15:33
  And then as you said, you gotta play with these things at the whims of the algorithms, which is incredibly frustrating for businesses who are trying to understand, like, where are we making investments and not.
• 15:43
  You know, so that diversified strategy that you've just explained anchored in that newsletter,
• 15:48
  I mean, congratulations I guess is my takeaway from that, 'cause it sounds like you nailed it, and you saw way ahead on that one. I mean, at times. I think there's always the potential when you diversify.
• 15:57
  It's easy to say diversify, but then you can also stretch- Yeah... yourself to do a lot. And yet there are moments where you're like, "You know what? Let's put more gasoline on this 'cause we're seeing it work."
• 16:07
  And so you still have to kinda pay attention to that, like, how you're allocating the resources. But no, it has been, like, something that's really stood the test of time.
• 16:16
  And, like, I was always naturally, like, inclined to try and go this creative media route, so it was nice that was the net new opportunity.
• 16:22
  What kind of data are you getting about site visits from OpenAI, Claude, et cetera?
• 16:30
  Like, do you believe that these are people who are actually searching for products and Clue's name comes up in that, or is it, like, a level out from that where they're- Yeah...
• 16:37
  doing research about, you know, competitive intelligence and the brand is coming up? Yeah.
• 16:43
  That's actually one thing that if we don't have the data already, we're, like, looking into that next steps of, like, sort of like doing the reverse engineering like you would back in the day with Google Search Console, right?
• 16:53
  Of, like, terms this is where people converted to. We're still kind of making inferences based on the data, so traffic as a whole can't make very strong inferences.
• 17:03
  But then when I look at what are our content downloads, oh, there's still our battle card stuff. I can make sort of, like, the assumption of, like, what path they would've taken to get there.
• 17:12
  And then similarly, we are pulling in demo requests that are coming from LLM sources. So it's not, like, a perfect science, but you can still see the overarching, like, traffic conversions and demo requests.
• 17:25
  And from there we're, like, painting a picture. And I'd say with that in mind, one, we want to, like, get... try to crack the nut. I think everyone is of, like, really h- do we know exactly what people are looking for?
• 17:37
  But I think this is, like, the big thing, and I'm sure you've talked about this and your audience know this, is, like, the way in which people search on LLMs is entirely different to how, like- Yeah...
• 17:47
  competitive intelligence software. We know if we make a landing page, make that done with strong SEO principles, we'll get X amount of traffic, X amount of conversions that will turn into X amount of opportunities.
• 17:57
  Like, that's, like, simple nuts and bolts.
• 18:00
  Now people are like, "I need to make a battle card on this competitor, but I don't want it to be wordy, and my seller's in this kind of deal and I need this," and it's like, that's what someone's gonna put as their initial query into an LLM.And so we're working to try and be a bit more predictive, and this is where I think product as part of our core content strategy now and moving forward is, like, we need to, like, create content for, like, really long tail keywords or long tail search intent, and it's gonna anchor on how you use our product to do X, Y, Z too, not just your general, like, how to do CI or how to do XY, because that stuff's gonna get gobbled up anyways.
• 18:39
  And so I think take an approach where you're going long tail in terms of the search terms and getting very, very specific and niche into the jobs to be done that you're gonna walk someone through, because that's how people are gonna be searching.
• 18:52
  Just posted on LinkedIn about this exact idea recently, where I just, like, noticed this trend in my own searching where Google is, like, three to five words.
• 19:00
  I use Claude primarily for AI stuff, and usually what I do is I press the voice button- Yeah... and just start talking.
• 19:05
  And so now I might talk for 30 seconds and give all the constraints that I'm dealing with this challenge, as much detail as I possibly can, and then the answers are really good typically.
• 19:16
  And I don't even know how you begin to optimize for a long tail that is that long.
• 19:22
  I mean, I'm sure, like, you understand the customer, you understand the product and how people get there and the common problems, et cetera, but what an interesting challenge.
• 19:30
  Like, how are you rating the value of the impressions in LLMs and then the traffic you're getting from them? Like, do you-- does the traffic, or are you able to say yet, is the traffic of higher quality?
• 19:42
  I don't think I can, like, definitively say that yet, and that's where I wanna, like, crack the code of, like, exactly what kind of...
• 19:50
  If you could get that window into someone's journey to their little, little rendezvous with, uh, ChatGPT that led them to you, like, I would feel way more confident, because it is so unique.
• 20:02
  So I don't think I can, like, definitively say that yet, but it's kind of in parallel to, like, what we've seen traditionally with SEO stuff.
• 20:12
  Like, your traffic to conversions to demo requests, like, sort of the percentage relative to one another is sort of in line.
• 20:20
  So again, it's maybe making a bit too much of an inference, but at the same time you can sort of be like, "Oh, this is a channel that is operating freakishly similar to, like, what Google was," what, a year ago or so?
• 20:34
  Like, it-- man, it's so wild that this is happening so quickly too. It seems like there's sort of two steps to AI adoption. You know, the first step is, oh, we can gain all these efficiencies.
• 20:45
  You know, we can repurpose content faster, we can create briefs faster, we can automate things we didn't used to be able to automate, which is cool.
• 20:52
  And then the next step is c- you know, totally rethinking the way you work and the way that your team works in a way where things that used to be impossible now are actually possible.
• 21:02
  The content team can code and design and build prototypes, and they can do all these things that content people typically couldn't do, and, like, why would they even have thought about doing them because it doesn't matter.
• 21:14
  And so, like, the roles, there's this blurring happening of roles, not just within content, but across the entire company. So where are you, where's Clue on that, like, adoption curve? Mm. You know?
• 21:26
  Is it past the gaining efficiencies part? It sounds like it is. Yeah. It's like one, two, and three to be thinking about this.
• 21:31
  And actually I th- again, like, what my teammate, my team is, like, pretty forward-thinking on this, and I am too. If we looked at the spectrum, I think I'm, like, here.
• 21:39
  I'm not on, like, the full on, I'm not making super intricate automations just yet, but, like, thinking about the different ways we can use it.
• 21:47
  I think one of the interesting things is we kind of map out use cases of, like, what we could do, and then we actually look, 'cause I think there is a proclivity right now for folks to want to, like, build a full...
• 21:57
  So one of the things we love doing is, like, Gumloop automations. It's like, let's just build a full automation.
• 22:01
  It's like, wait, honestly, you can probably just do this just as well repurposed through just having, like, a little project in GPT with enough context that translates your newsletter top story into a 60-second video.
• 22:12
  It's like, maybe we don't need- Yeah... to build a, a full system. But what I would say is, yeah, I think it's changing a lot of things. It's changing
• 22:21
  some of the ways that we're doing work, like finding efficiencies, but also just, like, improvements. Even the way we, like, deliver content too.
• 22:29
  Like, one of the things is building sort of custom GPTs for our audience as if they are, like, a new age e-book. It's, like, a bit more of an interactive version of your, like, guide to doing X, Y, Z.
• 22:39
  It's like, well, why don't you just preload all of the information? We've got 100 episodes of podcasts, we've got a bunch of templates and internal subject matter expertise.
• 22:47
  Fine-tune the prompt in, and you'll have a guide that's way more interactive for someone that they can personalize and work with.
• 22:53
  Like, that's one example, for sure, on how, like, the outputs of what we're creating is, like, AI first as well. But I do, yeah, I do think there's, like, a, like, clear ways to use it as a team that...
• 23:09
  And it's not even just, like, efficiencies, it's just, like- Yeah... almost like a thought partner as well in certain aspects.
• 23:17
  And j- like, if you can just take, like, one or two steps out, it's crazy how much that friction builds up on those one or two steps.
• 23:24
  I got-- I was sharing to you in my, before this, like, when we sit down with, like, our co-founders and we have an interview with them and they're gonna, like, riff, it's like, cool, you can pull that transcript, you can look for themes or whatever, but we just preset that.
• 23:38
  As soon as that meeting ends, goes into Gumloop, goes through a filter where they've seen their existing, like, writing style tone.
• 23:45
  It's seen their, like, sort of, here's what their subject matter expertise is, and then shoots out into a shared Slack channel, like, here are the three, like, ideas of a post that I think would be good- That's awesome...
• 23:56
  and then our founders can, like, take it and run with it. And that's just, like, done immediately, and, like, just taking those steps up.
• 24:01
  Such an interesting point with all this AI stuff, specifically for content marketers, where I think people who work in this industry are starting to uncover new possibilities.
• 24:11
  You know, the, the fear of AI, it's not that it's dried up- Yeah... totally, but, you know, you can be more than a content marketer.
• 24:17
  This sounds a little dramatic, but you can do all kinds of things because AI canMake it happen, help you make it happen, you know?
• 24:24
  And then from an organizational perspective, like we're at just the very earliest stages of companies trying to figure this out too. You know, like I find, at least for me at Superpath, like I have 10 AI tools.
• 24:35
  I copy and paste a lot between them. You know, I'm still trying to figure out the workflows. Like it doesn't- Mm-hmm...
• 24:39
  all quite make sense yet, you know, but we're quickly moving towards a future where all of it does make a lot more sense and moves a lot faster even, I think.
• 24:47
  It's gonna be interesting overall, like, 'cause I think everyone's kind of, this play with the GPT is that like the more singular and niche the use case is, and you set it up with either context or prompting, the better it will be at a job.
• 24:59
  But that- Yeah... could quickly like domino and suddenly you've gotta work with like- Yeah [laughs]... 27 different projects, which maybe you wanna do.
• 25:07
  But also that's where I start to see it might be interesting in the market too, the value of like purpose-built tools- Yeah... as well for certain things. And so that's gonna be an interesting sort of...
• 25:17
  I think people are kind of getting shaken by this economy where people are like, "Whatever tool you have is kind of good, but I could do it in ChatGPT for 20 bucks a month, and I think it's gonna fly with me."
• 25:27
  And then they, you start to like have that moment of realization that you suddenly try to build all of these things out.
• 25:32
  So I think just maybe even like separate from content marketing, like how people are gonna buy, like doing this like internal decision-making of build or buy.
• 25:40
  Like my CMO's looking at me like w- we look through our use cases and we, if you're asking about how we like operate is like, what are my responsibilities? What are my team's responsibilities?
• 25:49
  And what are things that we can be doing with AI as like automating jobs so we don't like... Everyone's got that mandate now, but build versus buy like feels different as you start to do it. Yeah.
• 26:01
  It is, I think that's gonna be... And the tools that make, that justify just buying this and you don't have to put your brain power into something, done.
• 26:08
  Like actually a great example, I was doing our, like industry win-loss research report, like had hundreds, like, I don't know, 4 or 500 respondents, how they're running win-loss programs. Wanna do data analysis.
• 26:19
  I started with ChatGPT, and oh, I was getting wonky numbers left, right, and center. And I'm like, "Well, I can't build a dang research report- Yeah... on fuzzy numbers."
• 26:31
  Immediately, h- I don't know if it was Air- no, it was someone else in my network, shared like a purpose-built tool that was made for data analysis for research reports. Bang, instantly.
• 26:42
  And all it was is a wrapper that's just like set with like cleaner, clearer prompts in a single use case. But I was like, "Okay, cool. Done. I'm gonna use this tool now." Oh, I haven't heard of that.
• 26:52
  I have to check, yeah, I have to check that out. That's cool. Yeah. It, it is really cool. But anyways, all of that's to say that there's like a lot of things are coming out of how- Yeah...
• 27:01
  AI is shaking up content space and also the job space. Quick story. I was doing some vibe coding. Look, Reece, I love vibe coding. It's so much fun. But I was actually, I was trying to...
• 27:10
  I had this idea that I would build a tool internally. And in the process of prototyping it, which is a f- really fancy word for just messing around with Lovable,
• 27:21
  I kind of built this like very janky version of it, and it helped me like understand my requirements for a tool, and then that actually helped me just decide which off-the-shelf tool made the most sense for me to buy.
• 27:32
  So I actually like thought I was gonna build it, and then I was like- Yeah... "This is actually like more complicated than I thought. I don't really wanna be the person like in charge of this and maintaining it.
• 27:39
  What if it breaks?" And blah, blah, blah, but now I have a really good understanding of what I need. And then it made it really easy to go buy a tool that did that exact thing. Mm. That's so interesting, man.
• 27:49
  It's so interesting you're going through it, and I, I feel like I'm doing that too, and then even I think with Klue and other tools in the software space, is this like, there's gonna be this kinda battle between people seeing the ease and the am- 'cause the gate, the, the access to value with ChatGPT is so smooth.
• 28:04
  It's so easy. It's so good, and obviously it's an incredible tool, but some of the jobs you do, you notice like...
• 28:11
  Uh, or if you're doing like a Lovable and user's like, "Ah, it's a little off," or, "It's a little fluffy," or it's like, "I'm not actually gonna use that as email marketing copy. Like I'm gonna write this myself."
• 28:20
  And like just these things that aren't quite good enough at certain aspects that, am I gonna take those hours out of my day to completely refine, or is this the opportunity for certain tools to come in and create sort of a whole new e- like economy of, of- Yeah...
• 28:36
  of like SaaS products, which is obviously already happening when you look at like your Lovables and stuff like that. Adam, I could keep you all day asking you questions and chatting about this stuff.
• 28:44
  I wanna be respectful of your time. We'll obviously send people to Klue. We'll send people to your LinkedIn. Is there anywhere else we should send people?
• 28:51
  I- I'm particularly interested on the report that you turned into a chatbot, if that's something that's live that we could send people to, or anywhere else, like any other stuff you've been working on that we can showcase would be cool.
• 28:59
  Depending on when this is live, we should have a, like a competitive deal support GPT tool that's gonna be live on the website on our resources page.
• 29:06
  And then always, I love sort of what we've built at thecompetenetwork.com too. So that's a lot of our media hub when we create a lot of different shows. Yeah. Wow, we didn't even talk about multimedia, video.
• 29:17
  That's a whole nother thing. That's usually my bread and butter, man. That's usually my bread and butter on these shows, but I like that we went a different route. This is fun.
• 29:23
  We'll make sure we link to that in show notes as well. Okay. Awesome. Thank you so much for taking the time.
• 29:27
  We really appreciate it, and I actually do set reminders to reach back out to everybody who's on to do around two, six to 12 months down the road. So really appreciate it, Adam. Take care. Thanks, Jimmy. [outro music]