How AI can drive your blog strategy to new heights

I'm thrilled to share that I've recently been featured as a contributor in a Forbes article exploring the role of Artificial Intelligence (AI) in optimizing blog performance. The article features insights from 14 experts, including myself, discussing how AI can be creatively leveraged to drive more traffic to your company blog and enrich the user experience.

My take on AI in blogging

In my contribution, I focused on how AI can help in refining content creation and blog strategy. In an ever-competitive digital landscape, creating quality content alone isn't enough. It's crucial to stay ahead of the curve by incorporating smart strategies that engage and retain your audience. Here's how AI can come to the rescue:

• Streamlined content creation: AI-powered tools can drastically reduce the time cpent on drafting and editing blog posts without compromising on quality. From grammar corrections to sentence structuring, AI can ensure your content is flawless and ready to go live.
• Trend analysis: Keeping up with what your audience wants to read is challenging. AI can analyze online trends and suggest topics that will likely resonate with your target audience.
• A/B testing: Are you unsure which headline would draw more clicks or which CTA would get more conversions? AI can conduct real-time A/B tests, helping you understand what works best for your audience.

What else did the experts say?

The article goes in-depth on a variety of AI applications like generating recommended topics and keywords, analyzing posts for improvements, gathering advanced visitor insights, and much more.

For example, Jessica Wong from Valux Digital suggests that AI-driven topic recommendations based on market trends can significantly increase regular site visits. Mike Neumeier from Arketi Group advises using AI for competitor analyses and content audits to reveal missed opportunities.

Why should you care?

If you’re a communications professional or a business owner, understanding how AI can improve your blog’s performance can be a game-changer. It’s no longer a question of if you should integrate AI into your strategy but how to do it most effectively.

Wrapping it up

AI isn't just the future; it's the present. Leveraging its potential can exponentially increase your blog traffic, engage your readers more profoundly, and offer them a more personalized experience. So, if you haven't thought about integrating AI into your blog strategy yet, now's the time!

Interested in reading the full article? Check it out here.

I'd love to hear your thoughts on this topic. Feel free to reach out to me directly. Happy blogging!

The first click matters: My take on YouTube marketing strategies

Recently I had the opportunity to contribute to a Forbes Expert Panel on strategies for marketing on YouTube. The article entitled ["20 Key Strategies For YouTube Marketing"](https://www.forbes.com/sites/forbescommunicationscouncil/2023/08/22/20-key-strategies-for-youtube-marketing/ is an expert roundup that features strategies for effectively leveraging YouTube's massive platform, which boasts over 2.7 billion logged-in monthly users.

I talked about the importance of making that first click count. Specifically, my input focused on the necessity of having impactful video titles and keyframes, as well as the need for constant monitoring and measuring of your content's performance.

Why the first click matters

In today's saturated online environment, the first impression is often the deciding factor for viewer engagement. If you can’t catch a viewer's eye with your video title and keyframe (the preview image of the video), they're likely to scroll right past your content. This is where impactful titles and eye-catching keyframes come in. Make your titles clear but compelling. Make your keyframes intriguing but relevant. You want to ignite curiosity while also assuring the viewer that the content they're about to see is worth their time.

Test, measure, and adapt

But drawing the viewer in is just the first step; maintaining their engagement is equally crucial. That’s why it’s so important to consistently monitor how your content is performing. This enables you to understand viewer behavior, assess video performance, and adapt your content strategy accordingly.

Time blocks for monitoring

When I talk about monitoring, it’s not just a one-time activity immediately after posting the video. The performance should be checked in predefined blocks of time which could be minutes, hours, or even days, based on the expected traffic and engagement patterns. This ongoing monitoring allows for real-time adjustments that can make all the difference in the world.

Wrapping up

Marketing on YouTube is a dynamic endeavor. It’s a combination of art and science, creativity and analytics. My contribution to the Forbes article reflects this duality. I highly recommend reading the full article as it not only shares my insights but also the wisdom of 19 other experts in the field.

You can read the full Forbes article here.

If you have any questions or would like to discuss YouTube marketing strategies further, feel free to reach out to me directly.

A reflection on modern marketing strategies: My contribution to Forbes' expert panel

I'm excited to share that I've been featured as one of the contributors in a Forbes Communications Council article published on August 21, 2023, titled "A Deep Dive Into The Tools And Trends Shaping Business Strategies".

The article brings together insights from 20 marketing experts, including me, exploring current marketing tools, channels, and trends that businesses should either adopt or rethink.

My take on conversion rate optimization

In the article, I discuss the importance of prioritizing Conversion Rate Optimization (CRO) in our marketing strategies. At ION, we shifted our focus from paid campaign landing pages to optimizing our consolidated company website for conversions. The move was not just a tactical one; it was deeply strategic. By investing in an ongoing testing program, we've managed to improve the conversion rate of our new website. The result? We're on track to surpass our lead generation goals for 2023.

Why conversion rate optimisation matters

Conversion rate optimization is not a new concept, but its importance has grown manifold with the increasing competition online. Brands today cannot afford to lose visitors due to poor website experience or confusing customer journeys. That's why we decided to choose a CRO platform carefully and integrate it with our overall marketing strategy.

Key takeaways from other experts

The article features a multitude of insights from other industry leaders:

Kathy Sucich of Dimensional Insight explores the merits of shifting social media resources based on engagement metrics. Cord Himelstein from HALO talks about the diminishing returns of text messaging for B2B lead generation. Alyssa Kopelman of Healthline Media shares her success in leveraging LinkedIn for enhanced audience engagement. ... and many more.

Looking ahead

It's a challenging yet exciting time to be in marketing. Strategies that were effective a few years ago may no longer hold the same impact today. Adapting to these fast-paced changes is not optional; it's a necessity.

For all the marketing professionals out there who are keen on learning about the latest trends and tools shaping the industry, do check out this insightful article. And while you're there, remember to read contribution 19.

Read the full Forbes article here

Would you like to discuss any of these strategies in detail? Feel free to connect with me. Let's shape the future of marketing together!

Making the most of a viral moment

An AI image of a group of young people happily engaged on their smartphones in response to a viral event. I created this using Alicent, ChatGPT, and Midjourney.

I am thrilled to share that I've been featured in a recent Forbes article, "15 Tips To Help Brands Make The Most Of A Social Post That Goes Viral" . In my contribution I focused on the critical importance of analyzing the elements that make a social media post go viral.

The power of analytics in a viral world

Going viral is every brand's dream, but what happens after?

The immediate aftermath of a viral post can be chaotic, yet this is the exact moment where a brand can make the most impact. While celebrating the win is crucial, your social media team should be able to pivot quickly to keep the momentum going. That's where analytics come in.

By digging deep into metrics and analyzing the viral factors, brands can not only understand what tickled the audience's fancy but also use this invaluable data to inform and improve future posts.

Essentially, we're talking about capturing lightning in a bottle—knowing why something went viral allows you to replicate those elements, so you can continue to engage your audience effectively.

Keeping the momentum

Analyzing the 'why' and 'how' behind a viral post is like being handed a cheat sheet. Was it the emotional element that got people talking? The humor? The novelty? Whatever it is, knowing helps you create a formula that can be used to inform future posts. This proactive approach ensures that you can capitalize on the viral moment in a way that offers long-term benefits, instead of just a temporary spike in likes or follows.

Actionable insights for long-term gains

Being quoted alongside a panel of experts underscores the point that turning a viral moment into a long-term strategy is multi-faceted. From "striking while the iron is hot" to "engaging with the post’s audience first," there's a treasure trove of insights to glean from the article.

Check out the full article here to dive deeper into these strategies and discover what industry leaders think about leveraging virality for brand success.

Whether your brand has experienced a viral moment or not, the insights from this article are valuable for anyone looking to enhance their social media strategy. After all, being prepared is half the battle. Cheers to capturing your viral moment and making the most of it!

Setting the pace

"The pacing team isn't an accident. It's a choice." – Seth Godin

With my transition into a senior marketing leadership role, some things have become more precise and critical.

1. I do not have the 30 cycles that Mark Ritson speaks of for a marketer in their 20's Call to Action podcast(Episode 100). While I've already worked 20-plus cycles, I have 15 more to own and deliver.
2. Knowing the appalling state of implementation, delivery, structure and framework, efficiency, and approach across the industry as regularly reported in Marketing Week and [Marketing Professionals] (https://www.marketingprofs.com/cmp/stateofb2b/22report/sa/#), I do not have time to waste not to do this properly the first time.
3. I want to have an impact; that's one of the reasons why our in-house agency is called Impact, and we deliver results now. So, as per Seth Godin's Choosing your pacemaker, I must link myself to experienced and professional pacemakers.

I am pleased to have semi-regular arms-length access to Mark Ritson and the brilliant teams at Xeim in London. I am excited to return to Cannes for the Lions Festival in a few weeks.

Fortunately, I am a part of the Cannes Lions [CMO Accelerator programme] (https://www.canneslions.com/initiatives/cmos/cmo-accelerator-programme-2023) for senior marketers this year. I look forward to working with Jim Stengel, Suzanne Tosolini, Gary Vaynerchuk and the Cannes Lions education team.

The pace set by Mark, Jim, Suzanne, Gary, and Cannes Lions will be fast and just the speed I need to deliver results and make a positive Impact.

Big Tech Trends for B2B Marketers to Leverage

B2B marketing is constantly changing with the introduction of new technologies. In 2023, staying updated with martech trends is crucial for businesses to stand out and engage with their audience. In my latest Forbes Communications Council Exper Panel there are some great suggestions leveraging emerging tech trends for effective marketing campaigns and achieving marketing goals.

You can read the Expert Panel I am on at Forbes.

Exploring the Impact of Generative AI on Marketing Creativity

With the rise of generative AI, the marketing industry is at a turning point, where AI has the potential to speed up creativity, provide new inspiration, and generate unique ideas. However, the industry must also be aware of the limitations and risks associated with using generative AI. My latest article on Forbes, "Is Marketing Creativity at Risk? Ask Generative AI," discusses the benefits and pitfalls of AI for marketers, offering insights into how to leverage AI tools effectively while mitigating risks.

Tips to improve your email list

A well-managed email list can convert at a multiple that greatly exceeds other mediums. That's why managing your list well and providing valuable content to list members is essential. The most recent expert panel from the Forbes Communications Council has 11 tips to improve your email list, and my advice on relevant content is at number 11.

You can read the article at Forbes here: 11 Tips To Improve Your Email List And Get The 'Right' People.

Writing effective communications plans for the holiday period

Approaching year-end many of us are focused on the upcoming holiday period for our audiences and communities. This period is a time when many like to rejoice and relax. Executing your communications plan is an essential part of the strategy to serve our customers and community.

I am pleased to have been selected to participate in another expert panel, this one discussing 13 tips to write an effective communications plan for holiday marketing. You can read this online at Forbes.

Smart ways to leverage user-generated content

User-generated content such as customer reviews, comments, and other feedback is an important resource that can positively impact your SEO and conversion rates.

Featuring and re-using this user-generated content across multiple channels can help your audiences solve their problems and bring more brand awareness.

I was selected to participate in an expert panel discussing 11 Smart Ways Marketers Can Leverage User-Generated Content. You can read this online at Forbes.