Victory Talks: Recent Episodes
Bill McGlade
We are all about creating winning mindsets and growing your organization. If you're looking to scale your business, grow your event, or learn about best practices and marketing, this is the podcast for you. Based on the principles of the best selling book, Sales'd It!: Outside the Circle, we introduce your host, Bill McGlade.
A lot of marketers are saying “Why AI copy writing?” or “What’s the future of content marketing?” Well, I can answer those questions with ease. AI content and B2B content creation were two of the major keynotes and themes at SMMW2018. With AI growing in popularity, it should really come as no surprise that AI copywriting is on the rise.
Currently, there are some limitations with how advanced AI writing can get, but with that being said, it still is on its way to becoming powerful enough to completely replace humans in all forms of content creation. Remember keywords? The days of keyword stuffing your articles seem to be over… eventually.
Who knows what kind of impact this new technology will have on content creation for brands around the world? About a year ago, we saw an article where an AI wrote an article about a dog that learned how to drive a car. The article was spooky and funny all at once. Most human writers would probably never think of using the words “dog drove a car” together within the same few sentences; however, this new-fangled robot did not think twice about it! So… let’s dive into this topic.
AI copywriting isn’t the future, it’s already here. The fact is, AI can write content better than even some of the best marketers out there. You see, a lot of marketers are two-sided. Behind closed doors they tell their bosses how much they love AI and how it will revolutionize marketing as we know it. On camera, however, these same marketers bash the role of AI in content creation.
It’s understandable that a lot of people are wary of AI and its ability to perform such tasks. But don’t be fooled by what you see on social media; AI isn’t an evil entity that’s designed to annihilate your job (not completely anyway). The benefits it can bring to your business are plentiful.
Let’s start with the basics. What is artificial intelligence (AI)? Well, to put it simply, it’s a computer system that can make decisions and complete tasks without human intervention. So what does this mean for content marketers? It means that soon, you’ll be able to outsource a lot more of your content creation to machines—and not just any machines, but highly sophisticated ones that can produce high-quality work!
AI copywriting is already gaining traction: In fact, in an interview with VentureBeat, Sam Lessin of Finji stated that his company had used AI to write a whole game’s worth of dialogue: “I wrote about 30 percent of the dialogue in our game,” he said. “And I was pretty proud. But I’ve played games recently where I would say 90 percent [of the characters’ lines] were better than anything I could do, and they were all generated by AIs.”
Nowadays, consumers are bombarded by thousands of words everyday, from advertisements to labels to the taglines on products. For most people, this means that reading has become a chore that they try to avoid. When marketers want to get their message across through writing, they have to find ways to stand out against all that noise. This is where AI copywriters come in.
This article itself was written at least 80% by an AI. That’s right—while you were reading this introduction, not even a human was involved in its creation. But don’t worry, it’s not as scary as it sounds!
The AI-written article itself will explain why this is a great thing for marketers and consumers alike: Benefits of AI copy writing
Machine-generated articles are more concise. Linguistic studies have shown that computers can more easily take a piece of text and condense it down into its main ideas—ideas which can then be presented more effectively in less time. That means that readers experience less discomfort when consuming your content, which can lead to better results for your campaign!
STOP! Wait! It is not too late to change your content marketing strategy for 2022. Unless you have put these strategies together before you might want to take a peek below to ensure you’re capturing everything you need to in order to put together the best content marketing strategy.
The first thing to note is that everyone thinks a content marketing strategy needs to be set in stone. that is flat out false. It’s outlandish. Your strategy needs to be flexible and fluid throughout the year as the market dictates. However, you will need to deploy the tactics below in order to come up with an effective content marketing strategy.
What is Your Goal?
We start with what your goal is on purpose so that we can work backwards. It’s extremely important to understand your end goal in order to create the tactical procedures and processes needed to excel beyond that goal. so, as you are looking to put your strategy together you must understand your end goal. sounds pretty simple, right!
Here’s the issue. so many organizations and brands out there think that their end goal needs to be delivering leads and driving revenue based off of the content that’s being created. That’s great and ultimately that should be one of the goals, but it should not be your complete end goal.
Here’s why. If everything you are writing and producing is to create leads and generate revenue all of your content is going to come off very salesy instead of coming off as valuable thought leadership content. Now if you were your customer would you want to read is something that is very salesy or something that’s going to deliver value to you and help you to learn something as you are reading it.
Join us on this episode as we delve into the good the bad the ugly of content marketing with our guest Brad Weaber
Definition of Content Marketing
Content marketing is the process of delivering relevant and valuable information to your audience. What this means is that you must create content based off analysis from your current customers as well as what the market is asking what they want information on. Where most brands fail, is in delivering their content in only one form.
Here is what I mean by that. Content is consumed in several ways by your audience. Some like to consume it through video while others like to consume it through written articles or even audio. Without fully understanding who likes to consume what from your audience, the best approach is to ensure every single piece of your content that you are creating is produced in all three of these mediums.
More definitions:
Joe Pulizzi’s Content Marketing Institute defines content marketing as:
“Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action.”
Neil Patel takes this definition a little deeper:
“[It’s] a long-term strategy that focuses on building a strong relationship with your target audience by giving them high-quality content that is very relevant to them on a consistent basis.”
And Rebecca Lieb:
“It isn’t advertising. It isn’t push marketing, in which messages are sprayed out at groups of consumers. Rather, it’s a pull strategy – it’s the marketing of attraction. It’s being there when consumers need you and seek you out with relevant, educational, helpful, compelling, engaging, and sometimes entertaining information.”
Build Brand Equity
Going about content marketing the right way will be beneficial to your brand. It’s all about building brand equity, meaning your brand becomes more valuable over time as you build high-quality and valuable pieces of content. The more you answer your audience’s questions, the more your brand becomes an authority within your industry.
Content Marketing is NOT
One thing we need to understand is content marketing is not writing marketing content. The difference here is content marketing is ultimately answering the questions your audience are craving answers for thereby delivering the value your audience is seeking.
This is not to say content marketing does not create opportunities for sales, however, your main goal when putting together a content marketing strategy and delivering and executing on the actual content is to ensure you are providing value. The ultimate question to always ask as if you were in the shows of our audience is, “what’s in it for me?”
Become a Thought Leader with Financial Assets
What this means is for you as a brand is by becoming thought leaders in your space, delivering the content that your audience is craving, they will come to you therefore driving demand to your brand.
We as brands need to understand and look at our content as financial assets. They are investments in our future of becoming the authority in the industry, driving leads to your sales team and driving demand to your brand. Content marketing is less expensive than other marketing avenues such as paid advertising. If you have an in-house person that can deliver constant, quality, and valuable content you are going to further your authority in the industry you serve. This helps to fill your pipeline with new leads. There is a key purpose for ads when it comes to your content, and we will talk about that in a future upcoming article.
Based on insane amounts of content consumed and social listening, we peer into what we can expect from businesses and associations and events into 2022
To maintain booth sales momentum, you require to supply value on every interaction– also a quick follow-up phone call. That indicates you require to rethink your whole callback strategy. Here are 3 techniques that have actually benefited me:
1. Re-emphasize business value
Your booth leads need to see the effect you can have on their company. Reiterate it. Remind them of how you can assist.
You could claim: “Pat, in our previous discussion you discussed exactly how vital it was to gain new leads quickly to keep up your sales pipeline. Your target audience is at our trade show.”
2. Share ideas & understandings
Your leads desire to collaborate with someone that’s constantly thinking of how they can improve their company. Be that person.
You may say: “Deb, I’ve been thinking much more concerning how we can help you enhance sales (lower costs, speed up performance). I thought you might be curious about what we did with XYZ company when they were taking care of the very same obstacle. Do you have a few minutes for a fast discussion?”
3. Re-educate
In some cases your potential customers are still asking themselves, “Does it make sense to spend the money at your event, or not” From the outside, you will not recognize. But you can keep giving them extra reasons to say yes!
You could state: “Jill, I recognize it’s a huge decision to make. That’s why I believe you could be curious about this short article (ROI calculator, study, webinar, e-book) on (relevant subject). Let’s established a time to talk via your new sales leads from our event.”
See the difference? You’re still offering worth. Although they said they were interested. Even though they informed you to follow back the following week. Despite the fact that they informed you it was a “slam dunk” and also they just needed to obtain the documents needed to influence them.
Drop the “touching base” and also “signing in” mindset from your vocabulary entirely. When making follow up phone calls, become a priority in their choice process. That’s when they’ll really want to collaborate with you!
Base don questions received from our last video, what content should you be producing for your exhibitors?
Another episode full of great nuggets, this time from Wendy Parker the Executive Director of Florida Swimming Pool Association.
Her journey and story is a true inspiration that can help lay the ground work for others.
Passion is the key
What is marketing? What is growth marketing?
Check out the latest episode with Laura Patterson who has extensive experience and has watched many iterations of "marketing" come and go
Bomb shells of nuggets thrown at us by Chuck in this episode as we truly learn the meaning of success.
How do you build a culture that is encircles the mentality of your members? We ask Frank Rudd to help answer on this episode
Tom Morrison delights in this episode, dropping some hot nuggets on how he found success and how you can be strong but are you MTI Strong!
His energy is so impactful, who knows, he might have to take over Victory Talks
Great conversation with Christine Hilgert. Step into your fear, learn some life events, and the future of the industry.
Where to begin with this episode.
Teri Carden, amazing guest! So many accomplishments and so many words of wisdom for us all.
No spoilers here...take a listen
Special guest Jay Tokosch from NoteAffect discusses how as a serial entrepreneur he has created new spaces and subspaces for his various 7 companies.
Invigorating conversation with deep learnings for anyone aspiring to let their creativity flow!
In this episode we discuss hybrid and what that looks like with the esteems Laura Welsh from Conference Solutions.
She has extensive experience in hybrid as she was one of the first to pull them together almost a decade ago while working at PCMA. Now as the CEO of a hybrid software solution, she has successfully put on over 120 events this past year.
So many learnings in this episode. Tune in!
I am joined by our guest Joe Cascio from SMT Expo to discuss the importance of design when moving back to live events.
- What are we as eventprofs over looking as we enter back into live events?
- What does booth design, quality, and fabric have to do with Showing Better?
- How can eventprofs incorporate design experience into the return of live events?
Thanks to our sponsor, Hyvve powered by Victory Productions www.victoryprod.com
The new Weekly Musing will go into
Learnings of the week
Quiet Reflection Point
Sales Tip
Business Tip
Spread the positivity
Who knew when we celebrated New Years 2020 that the entire events industry would be shut down? Since then, associations, event organizers and companies who depended on events have had to pivot to find virtual solutions to keep members, attendees, clients and prospects engaged while moving business forward.
Join myself and my special guest, Annemarie Allain as we discuss why the copy of your website, collateral, blogs, and really everything is the most important matter to be top of mind for you moving forward.
Guest host today with Kevin from snoball.
We discuss the similarities of B2B and B2C marketing and sales and why the blend between the two will be more important
Special guest, Ryan from Captello here to discuss how to spice up your virtual event with gamification.
Engage your audience and grow your revenue with some fun!
A saturated inbox leaves you in the dust and un-opens.
How do you stand out? Utilize these 3 tools to help stand out and reach your customers!
- Word of Mouth Referrals
- Retargeting
- Text-Messaging
What if you could reach customers you never knew existed?
What if you could close deals faster?
What if you could grow in a pandemic?
Why is Video Terrible?
Why is Video SO Complicated?
How Videos Make the Least Impact...
Joined by our guests Amanda and Joel from Gather Voices.
3 Easy Ways to Stand Out
New exciting role of Marketing
What not to do in the pandemic marketing world
Fantastic guest today, Yesenia from Stealhead Productions, helps us to discuss the importance of personal branding that leads into organizational branding and growth.
Why is it important to have a brand and how can that help you personally grow in your career as well as grow the sales and marketing efforts of your organization.
Pricing is a difficult subject. Pricing based on your value is even more difficult. Let's navigate the ways in which you can determine your ultimate pricing based on your value.
Sponsorships are key to your virtual event success. We know that we have to deliver content but the latter part of our audience is their to make business connections and gather leads. How can you do this?
The next step in your organizational growth path. How we take human instincts and utilize them to prioritize and motivate.
Without aligned purpose and intent, you cannot deliver optimal value to your target audience. How can you align this to ensure you do everything with the correct purpose, intent, and value.
Whether your event is virtual, hybrid, or live you need to collect and accurately measure data. Data will play a crucial role in determining what types of events and to which segments your events will service in the upcoming years.