Publishers Rated For Their Alleged Privacy Compliance
Several top publishers have attained low grades in a study of data privacy compliance.
Neutronian’s Q1 2023 Data Privacy Score analyzed 800 media domains out of 3,000 companies rated overall.
The brands were rated for their privacy and compliance, data disclosures and company background. Multiple aspects were reviewed in each category, then scores calculated for each sector, leading to an overall score for each entity, the company says.
The media brands with low rankings include the following, according a list sent to MediaPost by Neutronian:
Granted, this listing may or may not be accurate: It is based on one firm’s analysis, and brands would likely object to being included on it. But it reflects yet another challenge publishers face in the digital age.
Neutronian says its analysis is based on:
The overall report was released in January.
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February 28, 2023 at 09:10PM
B2BMX Live Blog – Cracking The Code on ABM & Intent Data
As a B2B marketer, we know that Account-Based Marketing (ABM) and intent data are closely related in the sense that intent data is often used as a key input to inform and guide ABM strategies, but let's dive in on how they work together to boost sales intelligence and drive conversion. Intent data refers to data signals that indicate a person or organization's intent to purchase a product or service. This can include things like website visits, content downloads, search queries, and other online behaviors that suggest a potential buyer is actively researching a particular solution. By analyzing this data, marketers can gain insights into which companies or individuals are likely to be interested in their products or services and tailor their outreach accordingly. ABM, on the other hand, is a strategic approach to marketing that focuses on targeting high-value accounts with personalized, highly-relevant messaging and content. ABM strategies aim to build strong relationships with key decision-makers at these accounts and ultimately drive revenue growth by converting them into customers. In today's session on Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel Success at B2BMX, Dan Cafiero of Seagate Technology and TechTarget CMO John Steinert shared how they are working together to crack the code of AMB and intent data. Here are the three key takeaways from the presentation: 1 - Do Not Wait for Buyers to be In-Market
2 - ABM is Not Marketing, it is Sales Enablement
"The term ABM should include the word sales instead of marketing. ABM is more of a sales enablement than marketing initiative and requires teamwork across both areas." - John Steinert, CMO, TechTarget "ABM in a nutshell is targeting buying committees at certain companies, whether big or small. And most enterprise companies have 6-10 people plus in the buying committee. They all have different roles requiring different messaging, different tactics and different ways of reaching out." - Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate Technology " AMB is about pipeline and revenue - if you aren't focused on these things, you are not doing ABM." - John Steinert, TechTarget3 - ABM Success Requires Teamwork
"Nurtures are where leads go to die. It's better to align with sales to allow them to identify throughout the process." - Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate Technology
"To help make sure I get everything I need from partners, I am always learning from other leaders and people outside of my daily contact in our organization to see what is working across the brand to make sure I can bring those practices over to my area and always learn and bring new ideas and voices." - Dan Cafiero, Senior Program Manager, Account Based Marketing, Seagate TechnologyThis session taught us to use intent data to identify and prioritize the accounts most likely to convert so both sales and marketing can create highly-targeted ABM campaigns that are more likely to resonate with their target audience. Utilizing both intent data and an ABM approach creates strong sales enablement, allowing sales to see and close more leads. Teamwork and alignment throughout the process is key to ABM program success. Overall, intent data and ABM are both important tools in the modern marketer's toolkit, and when used together, they can help organizations achieve more effective and efficient marketing outcomes. Thank you Steinert and Cafiero for all the info! ?? In case you missed it, check out the topic process for Jeff Marcoux'a session on GTM disruption and Pam Didner's topic of AI's impact on B2B marketing.
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February 28, 2023 at 08:54PM
Privacy Standards Should Be Set By Congress, Not FTC, Industry Argues
Congress, and not the Federal Trade Commission, should set a national privacy standard, the industry group Privacy for America is telling lawmakers.
“The regulation of the modern economy, which is data-driven in every way, should be a matter left to the democratically accountable legislative branch,” Privacy for America says in a letter sent Tuesday to lawmakers on the House Energy & Commerce Committee. “Agencies like the Federal Trade Commission should act only when directly instructed to do so by Congress through specific authorities contained in legislation.”
The letter was sent in advance of Wednesday morning's hearing on privacy by the Subcommittee on Innovation, Data, and Commerce.
That hearing will address “how personal data is currently treated and handled in today’s digital ecosystem and the dangers facing the U.S. if Congressional inaction continues,” according to the Republican staff memo.
Among other issues, the hearing will address how “the emerging patchwork of state laws” affects businesses, and the difference “between a company using first party data for advertising and transferring such data to a third party for advertising.”
“Advertising in the digital age has prompted Americans to question how their information is collected, processed, and transferred,” the staff memo states. “Many Americans certainly appreciate the ease of shopping online that comes with different advertising practices. However, the American people deserve more transparency into the ways in which theses targeted advertising practices exploit their data and should be granted more autonomy to decide how they want to participate in the digital advertising ecosystem.”
The hearing comes as the FTC considers issuing privacy regulations that could affect companies' ability to collect and harness online data for advertising.
Privacy for America -- whose members include the American Association of Advertising Agencies, Association of National Advertisers, Digital Advertising Alliance, Interactive Advertising Bureau and Network Advertising Initiative -- previously urged the FTC to refrain from issuing broad privacy rules.
The umbrella industry group also argues in its letter to Congress that privacy legislation should prohibit companies from “meddling” with other businesses' ability to collect data.
“No company, just because of its position in the marketplace as the intermediary between consumers and publishers, should be able to interfere in the legitimate, responsible, data practices of others,” the letter states. “This is especially true when those private actors do so to further their own financial goals to the detriment of their competitors. A federal law should prohibit such meddling.”
The letter doesn't mention any companies by name, but ad organizations have previously criticized Apple for mobile privacy settings that require app developers to obtain users' opt-in consent to tracking, and Google for its plan to block ad-tech companies' cookies.
While the ad industry supports a bill that would override state laws, others argue that states should be able to enforce their own, more stringent privacy standards.
California Governor Gavin Newsom, Attorney General Rob Bonta, and California Privacy Protection Agency executive director Ashkan Soltani urged federal lawmakers to avoid passing federal legislation that would override California's law.
The bipartisan American Data Privacy And Protection Act, which advanced last year in the House Energy and Commerce Committee, would have effectively invalidated the bulk of California's privacy law.
Newsom and the others specifically argue that the American Data Privacy and Protection Act should be amended so that it no longer trumps California's privacy law.
“Given the reality of technology’s rapid pace, Americans would be best served by a strong federal privacy law that also allows states to continue our legislative efforts to protect our residents,” Newsom and the others say in a letter sent to Congress on Tuesday. “Passing a strong federal law today that remains strong tomorrow must be reinforced with language that allows the states to legislatively innovate and respond in real-time to emerging consumer protection issues.”
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February 28, 2023 at 03:45PM
The Gist Of SMS: Why It Works, And The Dangers Of Doing It Badly
Some consumers welcome text messages from brands. They also respond to them: 38% have purchased a service and 50% have bought a product after receiving a timely promotional ping or a reminder of an abandoned cart via SMS, according to a new international study by Validity.
But text remains an iffy channel for marketers who use it badly. For instance, 96% of shoppers have at least occasionally been annoyed by irrelevant texts about products they have already purchased. And, of those, 28% have stopped doing business with the offending brands, and 14% have left negative public reviews.
The problems are perceived lack of purchase history knowledge and blatant disregard for customer communication preferences, the company states.
“Marketers who’ve mastered the art of SMS are able to create campaigns that increase customer engagement and satisfaction, and ultimately drive revenue for their business, says Kate Adams, senior vice president of marketing at Validity.
But Adams adds that “the findings of this report are also a cautionary tale because the opposite is equally true. When SMS is done poorly, businesses risk alienating large swaths of customers.”
Another problem is frequency — 49% feel excessive texting is the most annoying aspect of SMS. But 97% would welcome customized frequency, and 81% say it would make them more likely to buy from a brand.
Email teams shouldn’t worry that texting is going to soon supplant email: only 19% rank SMS as their preferred communication channel, above email, social media, direct mail and app notifications.
Privacy is another factor —70% fear texts might pose a data risk. And, of those, 66% worry about brands selling their data or fear clicking a link leading to a scammer.
That doesn’t stop 66% of those who are concerned about a data risk from signing up to garner rewards, such as company updates, shipping notifications and free merchandise. Drilling down, 16% would like to receive these messages from brands 2-3 times per week.
Adams concludes that “many marketers don’t know how to incorporate SMS effectively, and often attempt to apply age-old email marketing tactics--which aren’t effective in this medium.”
But, when complemented with email, text has enabled brands to reach an array of customers directly on their personal mobile device, the company notes.
Validity surveyed 1,200 SMS, text, and WhatsApp users across the United States, United Kingdom, Australia and New Zealand.
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February 28, 2023 at 12:41PM
MRC Accredits Mediaocean Stack For Ad Verification Across Digital Media, Including CTV
Mediaocean this morning announced its Flashtalking ad-serving unit and its Protected Media ad-fraud mitigation service have received additional accreditations from the Media Rating Council (MRC), making their integrated tech stack the only independent ad server reporting MRC-accredited CTV impressions, desktop and mobile viewability and sophisticated invalid traffic (SIVT).
Mediaocean, which acquired Flashtalking and its Protected Media unit in 2021 is the primary media-buying processing platform used by major ad agencies to plan, buy and pay media.
This morning’s announcement did not delineate what the additional accreditation encompasses, per se, but the MRC previously announced that in October 2021, Protected Media was granted a new accreditation for both general and sophisticated invalid traffic detection and filtration covering digital display and video and CTV inventory; and continued accreditation for rendered viewable ad impressions across those platforms and formats.
In December 2021, the MRC voted to accredit Flashtalking’s display and rich-media ads requested and rendered ad impressions reported within device reports in desktop, mobile web, and mobile in-application environments; and continued accreditation for video ads requested and rendered ad impressions reported within Device Reports in desktop, mobile web, and mobile in-application environments.
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February 28, 2023 at 08:41AM
Mint Mobile Spot Shifts Midway To Promote Jack In The Box Shake
The ad, breaking Feb. 27, features Reynolds explaining how Mint Mobile can offer its service for $15 a month. “It’s because we sublet our ads,” says Reynolds as the ad turns into a pitch for Jack in the Box and its new Mint Mobile shake. “That’s right, we even sublet their name,” says the Jack character from Jack in the Box ads.
The spot comes after previous Mint ads, one in which Reynolds used ChatGPT to create an ad, and another that casts Harvey Fierstein as Sir Isaac Newton.
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February 28, 2023 at 08:41AM
Appeals Court Intervenes In Battle Over Google Play Store Policies
A federal appeals court has agreed to hear Google's appeal of a district court judge's order allowing consumers to proceed with a class-action over app store policies that allegedly resulted in inflated fees.
The 9th Circuit Court of Appeals' move, announced Monday, comes in sprawling antitrust litigation against Google over allegedly anti-competitive policies in its app marketplace. Google is facing lawsuits by consumers, developers, and a coalition of state attorneys general for allegedly hindering consumers' ability to download apps from sources other than the Play store.
The claims center on allegations that Google uses anti-competitive tactics to ensure that app developers distribute through the Google Play store, where Google charged commissions of up to 30%. Google, unlike Apple, has always allowed consumers to “sideload” apps -- that is, to download them from sources other than the Play store -- but the lawsuits allege that the company discourages users from doing so.
The company recently agreed to settle some developers' claims, but is still fighting cases by the consumers and attorneys general.
Last November, U.S. District Court Judge James Donato said the consumers could proceed on a class-wide basis, and certified a class of 21 million consumers who made purchases involving apps.
Google recently asked the 9th Circuit to hear an immediate appeal of that order, arguing that most consumers weren't affected financially by Google's fees for developers.
“Although plaintiffs are consumers, they allege that as a result of anticompetitive conduct, Google’s developer service fee is too high. Their claims thus depend on a 'pass-through' theory: They are injured only if developers would have passed the benefit of lower service fees through to consumers via lower prices,” Google wrote.
The company argued that “real-world data” disproves that pass-through theory, writing that developers “almost never” lower their prices in response to a lower service fee.
“When Google actually lowered service fees, developers lowered prices for about 2% of products,” the company argued. “For the vast majority of 21 million consumers in the class, a lower service fee for developers would not have resulted in a lower price, which means the vast majority of the class is uninjured,” Google contended.
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February 27, 2023 at 05:22PM
12 Can’t-Miss Sessions at 2023’s B2B Marketing Exchange Conference #B2BMX
This week, the annual B2B Marketing Exchange (B2BMX) conference kicks off in Scottsdale, Arizona, and if the promise of sunshine wasn’t enough, the speaker lineup has me buzzing with excitement. This is my first B2BMX and I’m hoping to run into some old friends as well as make some new connections as I soak up all the energy and inspiration from the B2B marketers attending, presenting and exhibiting. If you are like me and get easily overwhelmed with so many inspiring sessions from top thought leaders to choose from, here’s a cheat sheet for the 10 can’t-miss sessions I’m most looking forward to.
Here are my top 12 (because I couldn't narrow it down to 10) Can’t-Miss Sessions at B2BMX 2023:
DAY 1 - FEB 27
Marketing + “The Machine”: Sizing Up AI’s Emerging Impact On Efficiency Vs. Risks To CreativityLast week we were honored to talk to Pam Didner, founder and vice president of marketing at Relentless Pursuit, to get a sneak peek of these session on artificial intelligence (AI) and the impact it has on B2B marketing. She will explore some of the current AI applications already in use in the B2B landscape, as well as how to better understand how AI impacts the sales and marketing landscape, help us all connect the dots between the AI and our marketing roles, and so much more.
Well, There Goes My Buyer's Journey...In this keynote presentation Jeff Marcoux, CMO at Bombora will explore the shift in thinking and execution needed to engage the whole account in your go-to-market (GTM) strategy, along with examining why its time to pivot in account based marketing (ABM) to cover the demand unit, and much more. We spoke with Jeff about about this fascinating session and you can read in our in-depth preview "B2BMX Speaker Spotlight: Jeff Marcoux on B2B Go To Market (GTM) Disruption."
Are Your Emails & Digital Ads Losing Impact? Learn How Paycor Creates Powerful Moments With Direct MailHear from Paycor’s Gretchen Swann and PFL’s CMO Jennifer Bellin about their "always-on" direct mail program that significantly increased nurture response rates and generated a 15X ROI on campaign investment. In this session, we will learn how to set up a high-impact nurture program using direct mail, see examples of personalized direct mailers that deliver results, and more.
DAY 2 - FEB 28
How 2022’s Marketing Trends Are Shaping 2023This session with Mia Meade, senior business consultant, go-to-market initiatives, at Southwest Airlines, Neha Shah, senior director of product marketing at Salesforce, and Alexis Skipper, product delivery consultant at Southwest Airlines, will cover the top challenges and trends B2B marketers faced in 2022, and strategies to overcome them in 2023 and beyond. I’m looking forward to learning tips and best practices from Salesforce and hearing how Southwest Airlines is leveraging marketing automation to put these tactics into action.
Tired Of Chasing Vanity Metrics? Learn How To Drive Real Marketing Outcomes — Marketing Meets Sales!Sophia Agustina, global performance marketing, brand-to-demand strategy at IBM, Carol Mallia, senior marketing manager, global ABM and growth marketing at Citrix, Nick Bennett, senior director of event-led growth and evangelism at Airmeet, Danny Sachdev, CEO at Beeleads, and Will Aitken, head of social at Lavender, create an expert and diverse panel of marketers, vendors and sellers that will guide us through the key steps for building a results-driven marketing approach, including understanding target audience needs, crafting compelling messaging that resonates, identifying the right channels and tactics, and aligning with sales and marketing teams for the greatest results.
Precision Demand Marketing: A Guide To The Convergence Of ABM & Demand GenerationJoin experts Kerry Cunningham, research and thought leadership at 6sense, Colby Cavanaugh, senior vice president of marketing at Integrate, and Michael Newman, vice president of marketing, demand gen at Tipalti to discuss the power of Precision Demand Marketing and how to implement across four key areas: Target, Connect, Activate and Measure. This session promises to help B2B marketers hone audience segments to develop ideal customer profiles (ICPs) and define your GTM approach, diagram buying groups and individual buyers to leverage intent signals, implement measurement best practices and more.
In 2023, Performance Is Still Possible: See How With ABX Experts From Gigamon & ServiceNowMaureen McCormick from ServiceNow, and Adam Perry from Folloze will share their unique success stories leveraging new techniques and technologies designed to support the new B2B buying dynamics. They will discuss how they think about ABX as a cornerstone of their GTM success, deliver omni-channel personalized experiences that drive growth, leverage critical engagement insights to deliver tighter orchestration with sales, and more.
Cracking The Code: How ABM & Intent Data Boost Sales Intelligence & Fuel SuccessIn this session, Dan Cafiero of Seagate Technolog and TechTarget CMO John Steinert will discuss the work it takes to achieve a high-performance capability focused on pipeline and revenue. They’ll cover core ABM considerations for intent data, enablement and technology, and the critical importance of keeping your entire team aligned.
Now That We Have Your Intention: How Buyer-Level Intent Data Will Transform Your MarketingIn this session, NetLine’s chief strategy officer David Fortino will focus on cutting through the noise surrounding intent so you can find the most valuable signals, accelerate sales enablement and improve business outcomes. Join David to explore how how to identify and interpret intent signals, which intent signals you should be paying close attention to, why buyer-level intent trumps account-level intent and how you can use buyer-level intent data in your organization.
Cisco Enables Channel Partners To Win SMB CustomersDuring this session, Luxy Thuraisingam, Cisco’s head of global partner marketing and SMB, will discuss how her team is driving brand preference, designing a partner-focused digital lead engine and simplifying tools to empower channel partners with effective demand generation and marketing resources. This session will teach marketers the power of creating a digital demand engine for partners, simplifying messaging to partners and customers, and scaling reach with data-driven insights.
Day 3 - MAR 1
The Steps To A Credible & Defensible Market PositionI’m looking forward to joining Allen Weiss, founder and CEO at MarketingProfs, as he shares a B2B case study from a major player in the semiconductor industry and explorest the importance of perceptual maps, segmentation, positioning statements, benefits and core competencies. I’m excited to learn more about the kinds of problems positioning solves, how to define a company position today and in the future, and what the market really wants.
The Audience Is The Algorithm, And Bravery Is The AnswerJay Baer, founder and president at Convince & Convert, will help wrap up the sessions with a bold, entertaining presentation filled with powerful, real-world examples. He promises to challenge the group to find the courage to make the marketing we’ve always wanted to… and that our prospects and customers now demand. I'm sure I have missed some great sessions so please send additional recommendations our way on your own can't-miss topics and speakers. If you will be at B2BMX in Scottsdale this week, TopRank Marketing CEO Lee Odden and I would love to connect while we are in town. While Lee is always looking for an early morning running crew, a leisurely cold brew is more my style before sessions begin, and I will be looking for any excuse to hang or dine alfresco if you want to meet for coffee or a cocktail to enjoy the Scottsdale sunshine. Let's connect on LinkedIn or Twitter. I’m SO EXCITED to visit with marketers like you who are elevating the B2B marketing industry!
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February 27, 2023 at 11:20AM
Apple TV+ Taps Sales Exec To Build Video Ad Business: Report
Apple continues to make moves to ramp-up its advertising business.
The most recent is hiring digital video and TV advertising executive Lauren Fry, hired to build advertising for Apple TV+, according to a new report from The Information.
Fry was previously chief revenue officer for digital video ad tech firm Simulmedia, and earlier held ad sales roles at AT&T and Comcast.
Fry’s specific position at Apple isn’t yet known.
Apple has been building a demand-side platform (DSP) to enable it to control ad buys across its portfolio of services and products.
The company created a team to sell ads and sponsorships for its deals to stream Major League Baseball and Major League Soccer, and has reportedly been building a live television ad network as part of the MLS deal.
Unlike its major competitors, Apple TV+ does not yet have an ad-supported tier, but that intention has been long rumored, in part as a means of subsidizing increasingly costly content that drives subscriptions and engagement.
Last fall, agency media and advertising networks executives reported that Todd Teresi, Apple vice president of ad platforms, was meeting with them, in part to explore adding ads to Apple TV+ programming.
Apple’s estimated $4 billion ad business — at present largely driven by its search advertising — is small by tech giant standards.
But with an iPhone install base of more than 1 billion, plus nearly that many paid services subscriptions, JP Morgan analyst Samik Chatterjee last year projected that Apple could realize $6 billion in search advertising driven by mobile advertising by 2025.
Apple wants to increase its ad business to $10 billion, according to Bloomberg.
Apple’s App Tracking Transparency feature giving iPhone users the ability to opt out of ad tracking has benefitted Apple’s ad share (it had risen to 15% by last fall) while undermining Facebook’s ad business.
But Apple also has been genuinely cautious about privacy issues’ potential for alienating both its iPhone user base and the subscribers to its services, which are its primary growth strategy focus.
Last year, the company began restructuring the services division to put more focus on streaming and advertising.
In January, after VP of Services Peter Stern left the company, his responsibilities were reportedly reassigned to Robert Kondrk, VP of services product and design, and Adrian Perica, VP of corporate development. Oliver Schusser, VP of Apple Music and Beats, is also now involved in Apple TV+’s management.
Apple has also expanded advertising availabilities in its App Store and is reportedly planning to start serving search ads in the location-based app in Maps sometime this year.
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February 27, 2023 at 08:54AM
5 Ways ChatGPT Will Change the Future of B2B Content Marketing
If you haven’t heard the jokes yet, you will. ChatGPT is the terminator, and all of us content marketers are Sarah Connor. It’s only a matter of time before the evil machines seize our jobs out from under us and send us scrambling for one of the six journalism positions left on the planet. If, someway, somehow, we want to stay in marketing, our only desperate recourse will be to learn how keywords actually work, or worse… try PAID SEARCH. …Ok, so the reality isn’t all that dramatic, no matter what those jokers in SEO want you to believe. There is, however, a grain of truth behind all the ribbing: the fact is, ChatGPT and advanced machine learning AI like it is going to change how content marketing works forever. In fact, it already is. It’s just not going to replace content marketing or content marketers. In fact, with the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat. While we’ll probably never be able to use it to do our jobs, it can make several processes more streamlined, informed, and strategic. Even more importantly, as ChatGPT starts to affect content marketing, it has a way of revealing what has always been most important — and human — about the process in the first place. By paying close attention to how ChatGPT is changing content marketing, therefore, we can better understand not only what our roles will look like in the future, but also how to perform those roles better than ever. In that spirit, I want to take a look at five ways ChatGPT will (or already is) changing content marketing forever — and how we can use each of these changes to learn how to do our jobs even better. [bctt tweet="“With the right outlook and attitude, ChatGPT represents more of an exciting opportunity for content marketers than an existential threat.” — Harry Mackin @Shiitakeharry" username="toprank"]
1 — Human content will need human insights to stand outI promised I wasn’t going to get too “fire and brimstone” in this article, so I’m starting with the worst news. Yes, ChatGPT and the predictive AI tools to follow will almost inevitably be used to generate a great deal of content. The truth is, they’re simply too fast and tempting not to use. Given simple prompts, ChatGPT can generate an article of any pre-specified length about virtually any topic imaginable in an instant. This article will make sense, “sound” human (to an extent based on the topic and prompt), and will probably even be relatively accurate. There’s a clear use-case for content like this: quick and simple, FAQ-style answers. The usage will be similar to the way companies are already using AI-trained chatbots: they’ll use AI to populate FAQs near-instantly. Others may even use the technology to write more traditional content marketing blogs on simple topics with SEO value. This won’t be “high-quality” content, of course, but as long as it answers the query clearly and accurately, it will get the job done. If content marketers want to write up an article on a topic themselves rather than handing it off to ChatGPT, therefore, we’ll have to make the case for why that topic requires or deserves “the human touch.” That “human touch” will be the conclusions our content comes to. ChatGPT can present, summarize, and even synthesize pre-existing information by pulling it from a wide variety of sources, but it can’t generate new insights out of that information. Therefore, the content we write ourselves will have to go further than collecting and reciting information. We’ll have to use the information we collect to say something new. [bctt tweet="“The content we write ourselves will have to go further than collecting and reciting information. We’ll have to use the information we collect to say something new.” — Harry Mackin @Shiitakeharry" username="toprank"]
2 — AI will make SEO optimization easier and fasterChatGPT uses a machine learning process called Large Language Model to very quickly process huge amounts of text related to particular subject matter, infer relationships between words within the text, and then recreate those relationships predictively and in a way that makes sense grammatically and structurally. The way this process works makes it very helpful for optimizing content for SEO in a few different ways. Marketers are already using ChatGPT to write simple content that includes or answers questions about keywords to support search engine optimization. Even if they end up substantially rewriting the content the AI produces, just seeing how the predictive model talks about the subject matter gives them a good place to start. This process can be particularly helpful for content concepting. Content marketers can type in the keywords provided by their SEO teams and see what kind of subject matter the AI produces given the prompt in order to understand how they should approach writing about their subject matter in a manner that’s in-line with other content about it. To get a little more technical, ChatGPT can also give content marketers an opportunity to easily incorporate semantically-related keywords into their content. Semantically-related keywords are words and phrases that are related to keywords conceptually. When search engines look for the keywords in question, they also search for semantically-related keywords, in order to make sure the content they’re providing in their search engine result pages (SERPs) is truly relevant to the query. Because of the way ChatGPT aggregates existing content related to subject matter, it tends to be very good about including semantically-related keywords in the content it generates. Using ChatGPT could be a good way to check for and include particularly important semantically-related keywords. By writing content featuring the words ChatGPT seems to continuously find and include when discussing your SEO keyword, you could be “telling” search engines that your content is particularly relevant. [bctt tweet="“ChatGPT can also give content marketers an opportunity to easily incorporate semantically-related keywords into their content.” — Harry Mackin @Shiitakeharry" username="toprank"]
3 — Sourcing & data will become major content differentiatorsChatGPT aggregates text related to subject matter, but it doesn’t “reference” that text. It can’t use or cite sources, pull data from studies, or quote survey results. ChatGPT content, therefore, will be conspicuously short of empirical facts and hard data — and may even include false information. This will make providing sources for the assertions you make more important than ever. The type of content that will continue to require “the human touch” in the years to come will be the content that involves original research and/or analysis of research. It will reference sources and provide data-backed evidence for the assertions it makes. Even more crucially, it will use this evidence to arrive at new, insightful conclusions and/or to express informed opinions that will help the reader come to a new and deeper understanding of the subject matter in question. Ultimately, this is the service human writers provide that the AI can’t; it can bring together everything that’s being said about a subject matter, but it can’t say anything new. The more AI-driven content proliferates the internet, therefore, the more valuable real data will become to content marketing. Conducting surveys, interviewing expert sources, and referencing research will become the cornerstone of the type of content marketers will continue to produce themselves. Expect future content marketing initiatives to revolve around making use of original and/or sourced data, interviews, surveys, and studies. [bctt tweet="“The more AI-driven content proliferates the internet, therefore, the more valuable real data will become to content marketing.” — Harry Mackin @Shiitakeharry" username="toprank"]
4 — Targeting will be a big way content marketers remain relevantChatGPT doesn’t really “know” who it’s writing for. It doesn’t know what information is particularly relevant to your audience or why. Turns out having that understanding is… pretty important to content marketing, to say the least. Good content marketing, like all marketing, is all about understanding to whom you are speaking and why. You need to understand what’s important about your subject matter to your particular audience — and, of course, how you can explain it to them, both on their own terms and in a way that communicates that your brand knows what it’s talking about and is ready to help. At least in the immediate term, ChatGPT-generated content is going to be broad and generalized. It will summarize a topic, but it won’t delve into how that topic matters to particular groups of people. That will be your job. The marketing that sticks out from ChatGPT-generated content is the same kind of content that stands out today: content that understands its audience and provides specific value to them. No matter how much information ChatGPT processes and regurgitates, it will never be able to do the legwork to understand how to make that information useful to your audience the way you can. Expect future content marketing initiatives to emphasize targeting more than ever, and endeavor to understand your audience as well as possible, just like you do now. [bctt tweet="“The marketing that sticks out from ChatGPT-generated content is the same kind of content that stands out today: content that understands its audience and provides specific value to them.” — Harry Mackin @Shiitakeharry" username="toprank"]
5 — AI will become a “writing partner,” not a replacementEven if AI isn’t going to outright “replace” content marketers the way we might have nightmares about, the truth is it will probably have an ever-increasing presence in our day-to-day work. It might not write all the content for us, but we’ll probably start using it to get started. Some marketers even believe this will become the main role of content marketers in the future, especially as AI becomes more advanced. AI will create the first pass at a piece of content, and then rather than writing it themselves, content marketers will input further prompts to improve on the first pass, then selectively edit what they end up with, adding sourcing, context, an informed point of view, and personalized targeting, all to make it more specific to their readers and relevant to their brand. In fact, content marketers are already experimenting with this possibility more and more all the time. Hopefully, this article helped you feel a little less nervous about the future of AI-assisted content marketing. In fact, I think we all have reason to be more excited than worried! No matter how advanced AI becomes, the truth is there will always be a market for informed, insightful human content written from experience, with a real point of view, and for a particular purpose. The trick to making ourselves useful in the future will be the same as it always has been: understand our audience and provide them with the best, most human content we can. …and maybe tell a joke now and then. The AI are still pretty bad at that. But then, maybe it’s my prompts.
The post 5 Ways ChatGPT Will Change the Future of B2B Content Marketing appeared first on B2B Marketing Blog - TopRank®.
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February 27, 2023 at 06:58AM