EP097 | AI Content Marketing with Suzette Bailey

Hello! Folks? Chris! Mclean? Back? With? Another? Episode! And on! The? Show? Today? I? Have? Suzette? From simplemarketing? Ai and? They help? Businesses! Solve? Their? Content? Marketing? Challenge! By! Generating marketing content; in! Minutes! Rather? Than! Hours! Using, artificial Intelligence? And its available as an online subscription-based service, simplemarketing, ais, ai content engine generates original content, including blog and social media posts and emails from key phrases entered by the business im going to demo. This live on the episode today, so you can get a feel for how this actually works and

Simplemarketing ai then supports the businesses also to use their content effectively in their content, marketing and marketing academy, all very, very exciting and interesting pumped to get into this one suzette thanks for dropping by oh thanks for having me, i always loved geeking out on ai. Its great yeah, its super super cool im, very, very interested to get into a live example and actually see how this

works but um how did you were always sort of an ai tech geek did you where did you come to this from how did simple marketing come to be well actually simple marketing came about through a bit of a journey um ive actually run a company another company called sensory 7 for 21 years that’s done a huge amount of work with the australian federal government and corporates and that sort of thing in the area of information management.

content and how we use information so ive always been in that sort of area where that intersection of making complex systems simple so not so much ai but in the tech sort of area but uh i moved to try to actually take that knowledge and move into the small business entrepreneur market about four to five years ago and moving into that market meant that i had to market myself online market my business those sort of things and i bombed spectacular i could not uh market myself or.

um sell a 500 course to sell my life to save my life and so i very much understood the challenges that a lot of business owners go through and entrepreneurs go through trying to move online when youve been running this business that you’re you know you really uh you’re a genius at what you do but you know were expected to actually understand marketing and particularly internet marketing which is an entire whole area in itself moving online and so when i you know i always because i.

have my other company was very much involved in technology and that sort of thing and i actually like to geek out and a bit of a nerd myself i always kept up with a lot of technology and when i realized that ai technology had got to the point now where it could write indistinguishably from a human i saw there was a really huge opportunity to couple my experience.

with managing and information and making complex systems simple for people with my fundamental understanding of how difficult it was for a small business owner to market themselves online when that that’s not their area of expertise um and that was sort of like a marriage made in heaven yeah well yeah its cool how these things kind of grow out of this combination of history.

and sort of what you’re great at and some random challenge that you’re facing how do i overcome this thing ive got this problem that i dont know how to surmount but hey actually why dont i just build an ai app that does it for me so how did you how did you go about actually building this how i came back um well we what we did is i didnt actually build it um and shes probably already gathered im not.

an ai expert in that respect but what i did know is actually how to engage teams to do it for us so we brought in uh so we bought cmo um craig tumbler and i got together and we interviewed for a cto because we didnt want to have a situation where i was distracted managing the development team we were very much going to get an outsourced um.

development team to do this initially and then bring it in-house eventually and uh so we brought on a man who was mad quattro who has been fantastic as a cto and from that he was able to then build a team both here in um in canberra and also in um in nepal and so weve been able to very much bootstrap the development of the the software uh and the platform uh from there yeah wow so the most obvious question or the when i guess when people start to hear about ai there’s probably a lot of.

us that have played with things like otter that ai were doing transcription and that sort of thing and that’s pretty good these days even the sort of stock standard uh to google youtube um ai or automated generating captions and that sort of thing we kind of understand that works okay um you know sometimes its it doesnt quite capture exactly what you’re saying how this is kind of the next level though right this is me saying heres some.

keywords about my business and then its going to go off and its going to essentially act like me and write a post that sounds like me and my business and my my expertise very quickly without getting too technical how is that possible and sort of how how accurately does that is that and were going to get into an example to show how this works but yeah id love to understand that ive got a very non-technical way to explain it to people um so think of it.

this way you have learnt a body of knowledge so you have this body of knowledge that you already understand about a particular topic or industry and from that topic if you sit down to write something you actually write from the knowledge that you and experience that you have already developed so the ai does very much the same thing its been trained on the entire internet so.

it has a slightly bigger body knowledge than most of us as humans but it definitely still has a body of knowledge so what it does is when it writes the content it actually creates and generates unique new content based on that body of knowledge so it knows that if you wanting to write something around marketing around for smokes or small businesses it can use a lot of that knowledge that it already has around what small business owners interested in marketing are interested in and it can relate topics to it so even though you.

might ask for one thing it might actually generate something else related to that topic because it knows there’s a high probability that your audience for that particular article is going to be interested in that now the second part of it is though in regards to writing in your voice you absolutely it can now our platform the shared one doesnt write in your specific voice it what it does is it does it whats referred to as a typical linkedin post or a typical facebook post we can set it up for.

um and we are talking to some organizations to actually seed it with their specific business their particular voice for example i was working on talking to someone the other day who has a very specific way of doing his linkedin posts he writes like a headline and then he does a story and then he does a message that the story um conveys then that is actually how he writes linkedin so weve been able to.

replicate that within system um same way sort of for instance if you actually were learning how to do or uh how to write a particular piece of content a particular way and somebody gives you an example and you use that as the basis of your how to write your your piece of content you dont copy it but you use the structure as at least as an idea that’s pretty much what the ais doing its using the examples that we.

give it uh to actually write you something else now one thing also about this is its not um about getting perfection in the first its about getting you to your first draft um so that you can then build on it and add in your voice and add in your yours your nuances as part of it afterwards right right right yeah it makes sense so its giving you a its kind of doing that initial research and layout and structuring.

piece first and then you can just go in and kind of edit it out put your changer going to to a gunner or want to to a wanna all that kind of stuff and give it your kind of the sort of i guess hyperbole and the personality yeah yeah absolutely well give you personality and in fact if um for example a facebook post it will actually inject a lot more personalities than say you’re a linkedin post because typically facebook actually have personality it just may not um.

out of the box um in our shared environment at the moment we are bringing some personas coming soon um it doesnt necessarily know what your personality is at the moment so that’s the only difference but it will actually one particular example is i gave it um a facebook post on kittens and it wrote one of them with cute as one of the words because it knew that people write you know sort of kitten ones very huge wow wow it doesnt get personality.

at times well and it sounds like its got some channel context as well its contextual to the different channels and you mentioned that its um depending on the the platform it might change um depending on what it believes people will react to or respond to so how is it gathering that information is that coming from uh sort of conversion analytics or from engagement analytics is that feeding back into the ai as well at this page no it doesnt even actually need that its been as i said trained on.

the entire internet so it has already got a contextualization between information already from all of the content that’s consumed so it has because there’s so much content on a range um you know particularly say for instance the examples i gave which were like marketing for small businesses there’s a lot of content in particular areas so that it gets its understanding from people are you know writing about this in a lot of ways in a lot of locations so its a highly likely and highly probable that.

you’re going to want this type of information as well when you’re asking for that right yeah very very cool um its quite quite amazing that essentially a computer can replicate us now um and i can imagine that the the benefits of this of having your social media content literally auto generated makes it a lot faster um to do bulk content and keep up with the amounts of content that we need to produce as entrepreneurs and business.

owners so yeah i can definitely see how it would be valuable yeah yeah shall we get into an example i think this is probably the best way to to get in and see how this works is to literally go in and see how this works um so for anybody that’s listening to the podcast um maybe go check out the youtube version so you can follow along and see whats happening on the screen um well try to tell you whats going on as much as possible but yes you wont quite capture the the essence of it until you go and.

actually so make sure you do go and check out the episode on youtube to check out this uh example well get this up on the screen now well get suzette to take us through how this ai actually works fantastic so you and i talked about doing so were going to do a linkedin post first um so and we had a little bit of a chat about the.

the uh the topic just so we i didnt have to no one had to watch me typing so im just going to do a quick search for the one that we were looking for did before and it was how can a marketing agency use ai to write marketing content for their customers so now for everyone on this we have not gone and pre-created um the content what.

were going to be doing is generating the content live as we as we in fact while im talking im going to press the button because it takes about 30 seconds or things to go through um and in fact part of the reason why we actually have little sayings come up is because although 30 seconds is considerably faster than as us as humans to write a.

first draft of a piece of content um its a long time when you’re sitting there waiting for that little uh line to spin around so we um part of our personality is that weve injected some different little sayings one of my favorites one is its words jim but not as we know it which um hearts back to the fact that im a star trek nerd um and that sort of thing so um new gen or old gym that i actually go on the star trek cruise with them usually every year and uh its actually uh so i get to actually.

hang out with a number of them um from a different number of the different series which is uh fantastic okay so let me just do that and that’s it yeah they just unfortunately uh had a bit of a hiccup um we are talking about sometimes i mean with it systems they dont always go to plan um so it actually uh had a bit of a hiccup and it.

comes up with saying you’re unable to generate so what happens then is you just click the button again and it will just go off um and do it you know as as we like to assume that technology always works it doesnt always sometimes internet connections drop and things like that so um and as you can see weve got different words come up now one of the other sorry so you say this is sort of trained on the entire internet so whats it technically whats it doing.

now its going off and its looking for blog posts content anything that’s basically been written that includes the keywords that weve is it looking at phrases as well is it looking at the entire kind of long sort of long tail keyword is it looking for just keywords is it looking you know okay are having a little bit of a hiccup today let me go back to the content we did develop earlier i will for some reason its going through but i thankfully i had pre pre-organized.

some content for us before now what its actually doing its not actually doing that at all what it actually is doing is um creating the content fresh so it is not curating it its not templated um its not being able to um so its you know in fact it will actually play um pass a plagiarism um because it is actually fresh content each and every time and as like us humans who can get bored writing about the same topic over and over again it doesnt get bored in fact you can use.

the same keywords over and over again because each and every time you actually get three new pieces of content so this is the first one that it generated before so there’s no word limits on it you can do set you can sort of set your word limits and that sort of thing it actually yeah weve actually um pre-formatted it with the when you click on a particular one it actually um has some you know.

estimated you know make them approximately this long but youll see when i actually go and click on some of the other ones that we actually created um before we actually had the session that it actually then theyre theyre varying lengths it writes as whats needed for the piece of content the same as we do as a human and very much its very much the same as us as humans so this is the second piece of content that it generated previously so what was what were the search terms for this piece this is the one that we were generating.

before we started so this is actually the same terms about the marketing using ai to write marketing content right cool so this is what came up before i just think so its actually referencing referencing different ar eye tools so just for people um sort of digging into what the content is actually finding yeah one thing to note though with this is because it actually is a completely.

like general um it creates things and this is the third one um people and companies and sometimes tools are those tools and not so much um it will actually create um uh it may actually generate a person so um it always suggestion is if there’s a quote or a person in there just go and check that its a real person before you.

go putting it into your piece um and if its not you can then swap it out with somebody you know like either yourself or a customer or something like that or get a quote that’s appropriate for it and heres the third one it might come up dont quote and and create new people absolutely and in fact that’s actually the reason why when we go back to the home page um the reason why we actually talk about inspirations as opposed to inspirational.

quotes up here on as one of the options because we cant call them inspirational quotes because theyre actually generated new each and every time um but the thing that the probability though with you know five to twenty words can be sometimes you actually may find that somebody else has said something the same or or similar um so again we always just suggest that you.

check first to make sure before you adopt it as your own quote but you’re most welcome to then actually use it as your own quote at that point um but lets lets try face facebook posts just see if that works um and ill show you the differences between that one yeah its super super interesting so yeah amazing to think that we can actually generate this amount of content just from a couple of keywords is my.

favorite one yeah so um you know it it is create its its this equivalent of us sitting down and writing it as we go through it um and yeah and its it will you know you can use the same the reason the reason why we have ours that it allows you to um reuse the same terms over and over again is because you can literally use once youve actually.

worked out content that people will actually be interested in um you can just keep using those terms overnight and you will get unique content each and every time every time so there’s a first one well so so that the image is just so the image is just like a placeholder image to show you what a post would look like for facebook and yeah weve got some what have we found is a lot of people have to understand content in context and so this is you probably notice weve got little sort of making it look like a.

facebook you know sort of your name um its its to give the illusion of a facebook post um for people because some people uh there’s one i was looking for something it even brings back emojis at times in the facebook ones because that’s how you do emojis its just eventually we are looking at bringing images in and so it will help to select images for you but in the short term as much as anything its about giving people the content in context because out of context people dont always necessarily get how its.

going to necessarily look um so that’s the thing and it will only have you know call to action things like that wow so yeah that’s really cool wow for yeah theyre not great at writing or they just dont have that time to be creating content today in different platforms and set up a couple of keywords and just.

come in here and click a few buttons every day and have cl just have a decent um maybe this must be amazing for seo and that kind of thing as well for blog posts right absolutely and if you put the seo terms into and request you know it to write an article with those seo terms um now were saying that it is running unique and as i mentioned sometimes it will write content that’s related to the topic but not exactly the same topic.

um then you just go and put those seo terms back in in a way because you can edit the content now the other thing about it too is also one of the other challenges people have is is planning so i think you were saying you could sit down and write all the content at once once youve done that you can then just drag it on and visually that youve got.

content for the entire month um and that’s one thing as well but that’s we try to make it nice and easy for people yeah amazing and so we just obviously just sync this up to our own linkedin profiles so for facebook does it go to pages profiles all that stuff it doesnt connect yet um at this moment youve got to still copy and paste.

across and do it the way you would any other content you’re creating that is coming but what its designed for i mean ultimately this is not an automation tool as i mentioned before this is a productivity tool so its about streamlining the process and and when you mentioned about you know people who dont know how to write and that’s something its fantastic for them but its also really good for people who.

actually are you know really good at writing because it gives you um an ability to fast track it because even if you’re a really fantastic writer who has two to three hours to write a good piece of paper or even half an hour to an hour to write a good piece of content sometimes when you’re running your business so this can fast track that for you and give you ideas one of the other big things that weve found.

with a lot of people is they can use it to generate ideas for future content and that sort of thing yeah so hes got that which is called the the blog starter i think as that that thought started that idea started i think its brilliant for that as well i mean you could come in youve just got every day youve got a couple thousand words kind of pre-written and you can do and then get to edit it and yeah really brilliant for that thought starting process or also just to kind of plug the gaps right we might love to write we.

might love to sit for a couple hours and write one in-depth beautiful blog post a week but then for the other seven days if we just wanted to get get some content out that still is you know is very good and and is distinct we could use something like this to get that going so yeah very very valuable very super cool stuff and awesome to see it functioning and working as as quickly as it does as well really cool stuff so who do you think you tend to work sorry no carry on yeah i was just going to say some of.

the things that were also extending it with this is our um our shared platform so this is designed for the small business to answer your question you know this ones for small business and entrepreneurs one or two person but were also working with some bigger um some you know bigger organizations like just sort of your 10 to 200 size organization that needs that coming back to what you said before about the voice we can create a linkedin post with your voice like that one i.

mentioned before about the story idea um and were starting to work with some bigger organizations where we put particular content types into their environment plus these ones but they now have something that has worked in their particular voice so that gentleman that i mentioned he absolutely loves writing but it does take him two to three hours to write that story you know each time and for.

him to write several times during the week its um it you know its a huge time cost for him so were looking at developing a specific content type for him to put in his environment so that he can then get most of the grunt work done and then hell be able to do it another use case in that sort of mid-tier ones is lawyers being able to convert legislation or technical documents and things like that into easy.

to read and understand language um and that sort of thing so instead of having highly paid lawyers spending time writing um you know sort of trying to do that conversion which really when all said and done is not their expertise anyway um into easy to understand marketing language uh the ai can do the the grunt work and the lawyer then just verifies that the information is correct so yeah well so many use cases and.

yeah so saying its very there’s a lot of use cases but its that good doing that grunt work if i can come into this on a on a monday and create you know seven different pieces of content or 20 pieces of content schedule it out and then every day ive just got to check in make sure that it.

sounds okay and post it its going to save me a lot of the time well yeah absolutely its an intersection of using the best of both using the ai to do the grunt work and reduce the timing but having the the finesse and the expertise provided by the human so we still we still get to exist people we still get to use what we do well.

the robots arent coming for all our jobs just yet we can give them the tedious that we dont want to do and sit technician and all that good stuff that we that were really good at right that’s what our brains are great at is connecting far-flung ideas and creativity and inspiration and if we can layer that on top like say layer that on top of 30 hours of research and just writing and yeah that’s pretty cool yeah good to hear its not not replacing us just yet yeah its actually not doing the.

research its actually because its pretty much as i mentioned before and the body of knowledge its already got an existing body of knowledge so its not going out and researching firstly yeah but you can also inject your research in so if youve got particular research in you can provide that as the basement you know base information okay and it will build information around that so an example um when talking to another organization where they collect stories from their.

community all the time and so they want to actually because they do they post these stories daily as you can imagine that’s a huge content um time sink for them so by theyll be able to collect the stories from the from the community put in a few dot points um so itll be a different slightly different interface than the one i showed you but theyll put in a few dot points and it will generate the you know two or three versions of that story for them using.

the information that they provided so theyre providing the information um and you know so this and then its creating the the bulk of it and then they can just touch it up and publish it yeah cool actually that was what was going to be one of my questions is somebody who might be a a really niche expert right someone whos kind of got a very nuanced kind of very very niche industry or something that maybe you know isnt all over the internet.

maybe its academic or kind of more research paper very specific or novel information that there’s not much of so i could then come in and say heres my research paper heres my white paper heres my pdf heres all of my stuff and kind of use that as im use that as the knowledge base that’s pretty cool absolutely out of the box no but if you come and talk to us we can absolutely do.

that but just to give you an example of a really um niche one that does work then i have got this to work in the the platform there’s a gentleman who actually installs pools so you know does a lot of poor installations and things but it used to be a disney character used to be one of those people that’s dressed up in disney characters and so we actually got um the uh ai to write it at least the beginning of an article and i will say it needed a bit of editing and that sort of thing.

afterwards but it wrote um all about escapism and the magic of disney and why you go to disney and everything is the beginning of the part of the blog starter and then transitioned into and wouldnt it be fantastic to have that each and every day at home by installing a pool in your own backyard and you can have the magic of disney each and every day and it did the transition wow that’s amazing that is very very cool yeah that that’s.

a pretty subtle pretty subtle writing there to to actually have a a topic transition and to sort of understand how to make that trend like that that’s pretty that that’s the sort of thing we imagine that is a human capability but that’s pretty amazing that yeah machine learning and ai can do that look it definitely needed more work to.

make it you know publishable it wasnt perfect um but it definitely made the transition and you could definitely the elements were there and he actually had to we did it as a bit of it to just to see if it would would work um because he had to write a magazine article um on this particular topic and so he was able to take several of the pieces that we did and use them together because its not even a case of you can just use one article on its own you could build a.

longer article together or take elements of out of different generations and build something as well so but it gave him something to get to get started on something he was already planning to do yeah well yeah super super cool um thank you so much for dropping by and sharing simple marketing and the power of ai with us ive been super super interesting and yeah it was great to have the the the law and written and how powerful this.

content engine can be if people would like to connect with you and find out more about you wheres the best place for them to come and reach out and connect with you absolutely the ones that youve got on this day im on the uh the screen at the moment um anyones welcome to to send me a connection request and on linkedin and.

reach out to me that way or connect to us through our facebook page uh if you want to drop me a line and youve got some specific use cases that you just want to sort of geek out and ai and find out how we could actually potentially help you give us a call if not if you just want to find out you know how to use ai better in your.

business also very happy to help as well awesome awesome and you’re quite active over on clubhouse as well i am i i must admit i did take a little bit of hiatus and ive had a little bit of my clubhouse friends going where where havent you been but um im i tend to be in there breeze im reasonably active uh i also run the content marketing club in in clubhouse so.

and uh yeah its a great forum for having good conversations around how you can do you know do things better um not just particularly with what you do but you know getting that sort of wealth of knowledge and and plus its also really great for uh making connections yeah yeah very very cool platform so as always ill drop links in the show notes and you guys can go and get connected to suzette and learn all about how you can stop writing all of your content or.

at least start getting a lot of thought starters get a lot of the grunt work done um yeah super super valuable might have to have a conversation once the camera stopped rolling see how it can yeah get involved and use it because i could definitely see how it can be uh beneficial just to churn out bulk amounts of content um that’s all customized and its all original super super cool stuff thank you so much for dropping by and.

sharing simple marketing um and ao with us has that’s been been really fun thanks so much for having me its been a been a blast uh speaking with you today pleasure thanks everyone for tuning in and if you did listen to the audio version of this do go back and check out the episode over on youtube which will be in the show notes and go find out uh watch it live so you can sort of see the.

example of how the platform works because it was very very cool so in mind thank you thanks suzette thanks for being here and we will see you on the next episode.