Katherine Watier Ong

“Generative AI reduces the cost of producing false news even further,” per Kevin Aslett, speaking today on NPR’s Here and Now. “Instead of factchecking individual claims, we should factcheck the sources we’re using.” ETA link to the segment in the comments. So, is your brand a source? If so, how are you holding up to factchecking and skepticism? Many brands embrace a broad content strategy that comprises content marketing, social content sourced from user-generated content or commissioned to influencers, and simple reviews. They operate with the goal of getting more content to inform consumers’ decisions. Third-party reviews are especially valuable earned media for influencing purchase decisions. But say it with me: 👏 more content means more exposure. 👏 more content means more vulnerability. 👏 more content means more oversight. I don’t mean “exposure” in the good way; I mean it in the potential threat way. Ditto for vulnerability. Content from outside sources can compromise a brand and undermine trust if it’s produced without close attention to messaging and execution. But it’s not a reason to avoid a broad content strategy that incorporates content from a variety of sources. Quite the opposite: the rise of generative AI and increased social content in marketing underscores the need for clear message architecture, accessible governance guidelines, and transparency in details that build trust. (The pillars of voice, volume, and vulnerability that I describe in Trustworthy!) If your org is gearing up to incorporate more content, especially from outside influencers, flag this post. Smart marketing should mean they invest in content strategy for guidance and building trust as well. (Alt text for image: excerpt from a vintage Coca-Cola print ad with the headline “Quality you can trust.”) #generativeAI #socialcontent #contentstrategy #contentmarketing #ugc #trustworthybook

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Pitches - that fun time when an agency has pull out all the stops to come up with a dazzling idea, on top of all of the day-to-day work (which is likely unmanageable for many anyway). Many of the agencies I've spoken with have said that they would like some help to prepare for pitches - is that you too? Maybe you need some behavioural insights to help fuel your fabulous concept or strategy, or perhaps you want to incorporate some behavioural thinking to show your potential client that this is within your capabilities. Maybe you just need an extra brain to help pull it all together. Let's chat and see how I can help. bescilab.co.uk

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In this first of a series in All Things WordPress and Woo, Sophia DeRosia and Allison Dye join us as new co-hosts where they will be doing a monthly episode of "The Next Gen", a look at who and how we build that next generation of WordPress users and builders. The episode gives you an introduction to Allison and Sophia, a bit about why they are hosting this show and what you can expect.

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To all my agency friends who are out there selling clients on their proprietary tools and processes - check out what Dave Free (IYKYK) has to say about pgLang's special sauce: "Here’s the whole process. Kendrick or I will dream something up, although the idea could come from staff members too, and we’ll come into the office, and we’ll figure out how to create a system around the idea to make it self-sufficient. We make sure it’s going to be impactful, influential, financially stable, it’s going to shake people up, and it’s going to tell a story. When it’s developed, we ask, “Does it move you?” Eventually, after repeating that process enough times, we get to a place where we can’t poke any more holes. That’s what we call “break and repeat”. Once there are no more holes to poke, I feel comfortable putting it into the universe. So that’s the process. We apply that to everything that we do." My takeaways: Remove the buzzwords. Simplify the process. Let the idea breathe. Let the results speak for themselves. https://lnkd.in/euDsz9sp

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125 Spam Terms Killing Your Deliverability + The AI Prompt to Fix Them in Clay – (Free for 12 Hours) Most people have no idea why their emails keep getting flagged as spam. They just keep firing off emails, hoping something sticks. And then they wonder why their open rates tank. David Emanuel Moreira and I have spent the time testing, breaking down, and perfecting what words kill your deliverability—and how to fix them. This isn't theory. This is what works. Here’s what you’ll get: ✅ The 125 Spam Words Killing Your Open Rates ✅ The AI Prompts You Can Drop Straight into Clay   ✅ The Process to Remove Spam Terms from Your Email Copy, Step-by-Step For the next 12 hours, it’s free. No strings, no BS. Here’s what you do to get it: 👍 Like this post   💬 Comment "SPAM" below   🔗 Make sure we’re connected Get it, use it, and watch your emails actually make it to where they’re supposed to go.

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Since releasing our April 2024 Public Policy SEO Rankings on Friday, a few people have asked me why a sitemap doesn't solve their indexing issues, so I thought I'd make a follow-up video tackling that subject. In short, a sitemap isn't a map, it's just a list of pages and when they were most recently updated. Google is actually making the map. As it crawls the web, it learns how things are connected, what's important, and how far apart things are from each other—the sort of things you'd expect from a map. Google needs those things to include something in its index because it relies on connections between pages to establish the importance of pages and their distance from other important pages. That means if your site can't be crawled, its pages can't become part of the map. They are disconnected, floating in space, content without context. So a sitemap's real value is found when you submit it to Google so you can use Search Console to diagnose indexation problems. It provides a list of what you think SHOULD be indexed so you can check that against what actual IS indexed. So don't think of Sitemaps as a solution to indexation problems. Think of them as a tool to diagnose those problems. https://lnkd.in/esyKAvFb

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80% of advanced creative roles will be tasked with using GenAI to achieve differentiated results, requiring CMOs to spend more on this talent, says Gartner. 🤔 How can writers and editors help you get a Gen AI-written, 600-word SEO blog to where you want it to be? Here's a short list: 📣 Voice and tone of the piece: Most AI content is robotic in nature, often very fluffy and generic. You have already established a tone and voice for your business. How can you use AI to reduce the time, but still maintain your voice and tone? You'll need an editor that knows your business and understands AI. 💡 Topic ideation: What do your customers and prospects want to read about? You know your audience best - yes, better than AI. (If not, that's a different problem!) ♻️ Distribution strategy: Where should you distribute this content? Are there opportunities for repurposing? When? Where? How often?  This is often where you can get the biggest bang for your buck with content, but it has to be done right. 📝 Story positioning: AI will generate similar sounding stories, but a human will have creative ideas on how to better tell it. Consider different angles, including details upfront or withholding them. There are lots of ways humans tell a story creatively. 🧐 Analysis and evaluation: Making sense of the numbers from a raw study you conducted in a way that it will matter to your target audience requires human thought. Passing off an AI-generated blog without the human touch won't cut it in today's content boom. You need a human touch. ✌️ #contentmarketing #insurancemarketing #contentstrategy

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How easy is AI content creation, according to Dustin W. Stout? Discover his tips for success in this Dealcasters Live episode! https://lnkd.in/ecbPRJsf

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Digital Ads Reporting Templates Join Brad to get access to 3 essential templates for any digital advertising program. We want to help you make your organizational strategy better and these are easy to implement templates to do that. Reporting Memo A clear memo template to help you get the updates stakeholders need. Reporting Slides Having clear and consistent reporting slides makes a huge difference in reporting on advertising campaign impacts. Acquisition tracker Tracking ROI and long-term engagement from advertising campaigns is critical. This set of slides gives you a solid jumping-off point for your program.

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Who killed your physician-locator-funnel to connect patients to clinics? Colin Cook knows... He's also: - a brilliant writer - a skilled technical builder - a giant hammer of a gentleman If you're interested in deep medtech business insights AND occasional zombies, give him a follow. #medtech #medicaldevices #medicaldevice

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AI-driven marketing can transform the way we serve our communities. Let’s explore these innovations together and continue pushing the boundaries of what we can achieve. 🚀

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17 CMOs and I wrote a little book (pre-release today, for free). This section is one of my favorites: #5. first, not most important Your product or service has some great features. Your CMO isn’t putting them into all your “break through” messaging. Why? Because the first thing you say to a prospect is the most important thing. That doesn’t mean the most important thing should be the first thing you say. It’s the CMO’s job to also care about the first thing said — the primer. Because the primer sets off the chain reaction. No primer? Faulty primer? Then nothing else happens. And you want stuff to happen. So when you see your message to prospects doesn’t start with features or models or speeds or sizes, it’s because those aren’t primers to your audience. “Our product is 9% more reliable” isn’t a primer. “You still have to be on call, but you’re less likely to get a call” is a primer. But Dean, that 9% was a hard engineering problem and we solved it. Congratulations. Well done. It’s not a primer. Being able to sleep through the night even though I’m on call, that’s a primer. Only primers set off chain reactions.

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An information-filled hour with Tyler Hakes and Bernard Huang on content optimization - a must-watch for ⬇️ ⭐ Clients who want well-researched, SEO-optimized, and unique content delivered within 48 hours. ⭐ Content writers and marketers who believe ChatGPT and rephrasing top-ranking articles are sufficient. ⭐ Web content guys looking to build stronger skills. The link is in the comments. #seo #contentmarketing

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WARNING: This post mentions blood sucking Zombies and describes scenes of gross financial malfeasance. If you are squeamish, turn back NOW. I'm sometimes asked to share the books I have found most helpful for crafting an effective DTC campaign in the medical device space. I used to share such gems as: >> The Innovator's Dilemma >> The Robert Collier Letter Book >> Cialdini's work on persuasion (Omar M. Khateeb loves this guy) >> Christopher Lochhead 🇺🇸🇮🇱🏴‍☠️'s gems on category design. These have all served me well, but none as well as George Romero's definitive treatise on zombies: Night of the Living Dead. If you work in the medical device field in any capacity consider this film the key to future-proofing your career. This film teaches us two critical things about Zombies: 1) It's hard to know if they are dead or alive 2) They have a voracious appetite My proposition, kind reader, is that if your company is relying on a zip-code based physician locator to connect prospects with local clinics -- and drive revenue -- you've cozied up to a zombie. Let me explain. The common assumption for years has been that prospects are rational and obedient and follow the conversion path YOU want them to take. Which looks something like this: Paid Traffic> Manufacturer Website> Clinic Locator> Call Practice> Make An Appointment This DTC funnel is appealing and widely taken as gospel and.....HALF DEAD It was killed by search-savvy consumers who want to learn about a local practice before placing a phone call. After all, they are heading down a path that at the very least could burn up half a day going in for a consult. At most it means the people at the other end of the phone line are going to cut them open and implant some magical, wonderous device. In this context, doesn't it make sense to learn about the clinic BEFORE placing a call? Of course it does. So this is what lots of prospect journeys actually look like: Paid Traffic> Manufacturer Website> Clinic Locator> Google> Local Clinic Website> WTAF???-- Do these guys even do this procedure > I'm Gone Your clinic locator may seem alive because it's the best tool you have in your DTC arsenal, but it's HALF DEAD because prospects --being rational actors -- visit a clinic's website to build trust before they place a call. And in the vast majority of cases their experience with your product on the clinic website is a No Show or Major Disappointment. (I'll talk more later about ways to fix this) The part that really stings is that you have PAID good money for these prospects who fall out of your funnel. I'll close by comparing the standard device funnel to a Zombie and see if I have made my case. 1) It's hard to know if they are dead or alive  ✅  2) They have a voracious appetite  ✅ (YES, they love to consume paid traffic) - - - - - - - - - - I'm Colin I'm a Father A Writer An Oarsman I Help Medical Device Companies Increase Revenue by Removing Practice-level Barriers to Conversion

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