Is Content Dead? Content Strategy in the Age of AI

Do you live in a world filled with corporate data? Are you plagued by siloed apartments? Are your lackluster growth strategies demolishing your chances for success? Are you held captive by the evil menace Lord Lack? Lack of time, lack of strategy, and lack of the most important and powerful tool in your superhero tool belt knowledge. Never fear, Hub heroes. Get ready to don your cape and mask into action and become the hub hero your organization needs. Tune in each week to join the League of Extraordinary Inbound Heroes as we help you educate, empower, and execute Hub heroes. It's time to unite and activate your powers.

Good morning, everyone.

Good morning.

You know what I love? When we hop on and I just see Max with his head in his hands, look like. Looking like he's pondering the inevitable heat death of the universe.

Yeah.

How you doing, buddy?

My eyes are being burned alive from all these screens that I'm looking at right now. That's what's happening.

Dark mode, brother.

Come on. Everything is a dark mode. Trust me.

Don't you have those?

Everything is in dark mode, and I'm just kidding.

Oh, yeah.

You could be looking all cool with those glasses.

Oh, boy, he's gonna look so smart.

Hold on.

Let's see what we got. Let's see what we got.

Everything will be dark.

Speaking of which.

Yeah.

I'm supposed to wear glasses, apparently. I didn't realize that I, like, haven't had, like, a vision insurance in 100 years, so I finally went to go get, like, my eyeballs checked. Yeah, I got, like, astigmatism.

Oh, I have that, too, which is crazy.

Strobing with lights.

Yeah, well, it's like the halo around it, like, especially at night. Yeah, you get the little. You know, little stringers and all that. Good stuff.

Didn't know that wasn't normal.

That's not normal. So did they give you the yellow stuff, like it's in your eye? Maybe that's glaucoma. Maybe that's something different.

Yeah, I don't have that.

That's GLA. Tester.

Yeah.

I have glasses, too, that I wear. I only wear them when I'm driving. They're pink.

Nice.

Nice.

It's a lot emotional. Wow, Max.

Max is great.

Ready to go to the shooting range?

Holy.

Yeah. This is my gun, dude.

There you go.

Well, gunners. Yeah, they're. They're great computer glasses. I actually kind of want some.

Oh, boy.

Very nice.

I know. I don't have this. Well, gentlemen, we have gathered here today.

Yeah.

To talk about my favorite topics. Yes. Life, but also Content, but content.

That was a prince. That, by the way, I was prince.

Oh, yeah, let's go crazy.

Yeah, let's go nuts. Okay, let's go nuts with content, though. Go ahead, Liz.

Sorry.

We are. We nerded out with Chad last week, and this week we're nerding out with Liz. So I've brought to the table a very specific, easy topic for us to talk about, and that's content in the age of AI. We have talked around. Yeah, I know, Max, calm down.

I'm just saying it's getting rough out there. It's getting rough out there.

And for this audience in particular, I think it is critical that we talked about it. So we've talked about content in the context of the new HubSpot content hub, some of the tools. But it has been a very long time, years even, since we've circled back to content just as a strategic mechanism for inbound practitioners. Because back in the day, content was the engine, right? We had blog posts and pillar pages and lead magnets and SEO. And it all used to work if you were creating helpful human content, Right. If you knew the questions your buyers were asking and you were creating helpful human content, you would see that cute little hockey stick growth. Right now, one is panicking, and not necessarily for unfounded reasons. We're all seeing organic traffic starting to tran tank. Everybody has conflicting opinions about how and when you use AI. I am literally bleeding from my eyeballs the way Max is this morning. Every time I read, quote, unquote, human content that looks like it was written by a robot. Learning to love. So we're talking about G and what it should look like today because we are in an industry where one shift in the wind and people are like, blogging is dead. SEO is dead. The Internet is dead. Like every. We are so quick to call things dead.

Can you imagine?

I know.

If the Internet was dead. Oh, my go.

Let's go with something less dramatic. Every year, there's a hit piece about how SEO is dead. I'm like, okay, so you're telling me that we all collectively woke up and decided we don't want to search for things on our little computer boxes and our phones anymore? No, we just changed how we do it. So that's what we're talking about today. Yes. AI is forcing a lot of changes. AI is creating a lot of downward trending in a lot of our metrics. And so is content dead? I don't know. But, George, I want to start with you. Yeah, I know. Spoiler alert. But I'm Curious George, I want to start with you. And obviously Max and Chad chime in afterward. In your opinion, content still matter? With AI dominating search and traffic across the board, is content still worth investing in?

Well, yeah, I think content is definitely worth investing in. Content is still the fuel of. It just so happens that it's the fuel for humans or. Oh, hang on, hang on, for humans.

There we go, right out the gate, by the way.

But, but it's also the fuel for AI because that's the thing we, we need to figure out. Like, yeah, this number's going down, but are you paying attention to these numbers that never existed are actually going up? Meaning are you looking at like your HubSpot sources for perplexity, ChatGPT, Gemini, like all of these things? Because when I say it's the fuel, content is the fuel for AI. Like large language models, they're going to quote, they're going to cite, they're going to learn from these authoritative pages, these authoritative websites, hopefully your website. And at the end of the day, if your brand is not publishing, it's invisible to any of those possible answers that could be happening. Here's the other thing. Like, I want people to realize I believe we're going into a world where it's less about traffic and more about impact with the content. And what I mean by that is like we've always had this kind of. Or many not, not we, but many have had this singularity mindset of like I'm creating content for SEO and for a long time I've, I've had this thing where I've talked about this narrative like SEO and sales and social. And it was nice, the three pronged approach. However, I just got done fishing, finishing creating a piece. It's not live to the world yet, but I created a piece of content that it's literally the 5S content framework where I talk about sales, I talk about SEO, I talk about surfaced. By the way, surfaced is AI social and then supporters. Because here's the other thing is while your traffic might be down, look at your referrals. Is your referrals up from the trust? Is your AI up from the actual sites in the quotes? And so like it's not as if it's gone, but is it just raced and do the math of the replaced combined with the traffic to see where you're at Anyway, at the end of the day, Liz, does content still matter in 2025? Yes. You have to have your own assets, you have to h. Be your own thought leader. You have to Be able to get content to go to your email list, to your communities, to put into your gated resources. Like all of this is still strong when you're trying to attract, when you're trying to retain, when you're trying to like build trust and reciprocity. Content is still the engine and still important.

You know, the other thing I have to chime in here with is that when we have the conversation about content, we have this habit of only focusing on one part of the flywheel or the funnel.

Right.

We are obsessed because I think it's the vast majority of the content that people create. It's also where we see the uptick in organic search traffic. But some of the most impactful, to your point, impactful content that we create is closer to the bottom of the funnel.

Yeah.

Now, George, I want to take you and I back to a conversation we had at the very end of last week with one of our clients.

Yep.

Where we showed them sales emails that were going to be going to prospects.

Yeah.

That included videos that were about content topics like what is the ROI of X? What is the benefits of Y? How do you solve this particular problem? And then it also links to content we have published. Then there are case studies. Then there are any of those decision making and sales enablement pieces are equitable revenue driving parts of your content strategy.

Yeah.

And the idea that just because we have to rethink how we're getting found that we have to rethink how we measure success of content, we are forgetting an entire part of the funnel or the flywheel that is not dependent on search.

Yeah.

In order for people to get to it.

It's funny, Liz. I'll shut up here in a minute. So like Chad and Max can throw in their thoughts. But when you said the words so focused on getting found, something in the back of my cranium jumped up and was like, but they should be focused on staying relevant. And there's content that keeps you relevant. Like you're at least in the conversation anyway.

Max, I think, you know, it's not like is like when we say, does content matter anymore? I think that was the original question. Or something along those lines, does content matter? Remember, it's like content is the only thing that matters on the Internet. Content's the only thing that's on the Internet.

Right.

Like we go to the Internet to consume content through the Internet. Like that is a, it's as a fundamental fact. Just like lungs breathe air, humans breathe content on the Internet. Right. Like there's no, there's no way around that. I think it's more of a question of how do we, how do we trust the content? How do we appreciate the content? How are there jobs formed around creating the content? How is the, like, are you rocketing towards dead Internet theory? Like, we said the Internet was dead, but like dead Internet theory, I think is quickly becoming a thing where, you know, it's just a bunch of bots talking to each other and then soon enough we're going to be in a world where it's also bots just creating the content and we're just kind of sitting on the sides. Like, what's the humans like?

Yeah.

Point in all this.

Which ones are the real ones?

Yeah, exactly. Like, it's getting really, really freaky. You know, I just, it's just like the other night, you know, I heard like Stephen Colbert show got canceled, right? And this morning I, I open up TikTok, and the first thing I hear is just like some audio that sounds just like Stephen Colbert kind of like doing this whole, you know, confirming what like a lot of conspiracy theorists might be thinking of or like, whatever, like whatever side you're on. And you could just tell it was AI, but it was just good enough where someone who's not so Internet brained wouldn't understand it. And it's like, this is really scary, right? Like, and again, it's just like the content's just getting created by itself by the bots out there talking to other bots. And it's like we're just kind of like starting to just watch it and it's really, really, really freaky.

I don't know, it's like the AI is prompting the AI, right?

Yeah.

@ this point, right? They're like all in their own cyclical AI brain box.

Yeah, I love it.

Yeah, it is. But like, and I think I, and I wonder, like, I had thought for a while, I was like, you know, there's going to be a premium placed on like human created content. Right. Like, you know, but I don't even know if that's gonna happen. I think AI content is gonna get so good that like, you know, people are gonna be like, oh, this content's good because it's actually just created by humans. It's like, no, it's not. Well, I think you're gonna find this weird battle between human created content, AI assisted, thoughtful human created content, and then just AI slop, right? And I think there's just so much AI slop today that it's like, I, I would hope people can see it, and, and, and, and, and be able to recognize it, but it is rapidly becoming completely unrecognizable, you know, which is. Freaks me out.

I think the thing we also need to keep in mind, though, is that there, there is the kind of B2C content that's out there, stuff on TikTok, things like that. Where, and to be fair, the AI slop issue is it, it's universal, you know, it's, it's everywhere. But when I think about what I see working with some of my clients right now is actually people are starting to come to them more because they are human. Like, I have a particular client because it's still distinguishable. Well, it's still distinguishable, but the other thing too is that it reminds me of an old friend of mine named Natalie Frank, who is a. I think she's the chief evangelist at Flodesk, which is an incred email marketing platform. But she talked about what she started out as a photographer, and when iPhones came out, it was, it was like horrible. It was a bloodbath. Every. Every premium photographer out there was absolutely petrified that now everybody had a camera in their pocket. It would dilute the market. And it, it did. A lot of people turned off. A lot of people ended up pursuing other opportunities. But she said, what we saw is, the reality is the people who ended up leaving the industry as a result of iPhones in their pockets weren't actually craftsmen with photography to begin with. And the people who actually were still dedicated to the craft, who adapted to new digital strategies, ended up being able to charge more of a premium. And I'm seeing that with myself now. And I'm definitely.

Yet.

Do I have some AI assistance poking around in some of my parts of my process? Absolutely.

Of course.

I'm still a human contact. Yeah, yeah. So we started to dig into this a little bit, but I'm going to throw this question out to the group. So what has actually changed about content strategy? Right, Because I want to pull this back to something that is native to our audience, right? Like our B2B marketers. Just, just trying to make it out there, man. We're just, we're trying. Like, we're not the Coca Colas, we're not the Duolingos, although I guess we're not really trying to be Duolingo anymore. What has actually changed in content strategy?

I don't know if I want to go first. Chatter, chatter. Max, what are your thoughts? I mean, I have thoughts, but I don't know if I want to go first.

I mean, the, the. I think the way you, you, you evaluate how your competitors are leveraging it is a new thing that you need to do. That wasn't in the inbound handbook when I got into all of this. Right. Because you might have some direct competitors that are absolutely shredding it with maybe some good AI content. Maybe they are going full bore on some AI slop and it's working depending on how well your audience reacts to that kind of stuff. Right. But, like, may be a situation where you're kind of like forced into that arena. Right. Or, you know, you, you take a much more careful approach to get your content to stand out from whatever it is that they're doing. Right. But it's like, it's a new thing. You have to kind of build into the calculation. Right. Like, you know, is my. It's no longer like, oh, none of my competitors are making content about this stuff. So I'm the first one to the. I'm the first one to the, to the show. Right. It's like, it's gonna be like, no longer is your competitor isn't doing nothing. It's the baseline. Is your competitors doing AI slop, and you need to do better than that. Right. But like, sometimes the AI slop gets, you know, it gets motion, it gets traffic. So it's. I think you're starting at a different baseline.

Yeah. The only thing I want to say before you go on is because you brought up something there where you're talking about watching your competitors. I agree with that, but I think that's not necessarily new. I think we can all agree we kind of always had a keeping up with the Joneses peeking over the side of the fence.

I'm not saying watch your competitors. I'm just saying you're looking for them to do a different thing that you have to contend with. Yeah.

But there's always going to be that weird thing that we need to remember, Right. We can only see from the outside in. And how many times have we either looked at companies and thought, man, they had this all figured out and the minute you get inside, you're like, oh, God, everything's on fire.

Yeah.

So you always have to be really careful about the surface level optics of like, you see them doing this thing and everybody's even more scared than ever about falling behind. But that is reactive, non strategic motion.

Yeah.

I think kind of like, well, one of those places that my brain starts to go is actually in like the. It's almost like a chicken and the egg scenario because we're talking about how like what's changed, right? And well, if you know, you got Gemini at the top of your Google search results, that's given you AI summaries to just answer questions. Like if it's phrased in the form of a question, typically that's all you need. But that Gemini is looking for pages with like authority, with search engine and authority. Right. And does it include its own traffic in that search engine authority? For example, like, you know, like I guess where I'm getting at is like if you make content but you're like new to the game, curious if you have to actually get some humans to, you know, tread over your page or if the fact that it's relevant and useful compared to other pre existing sources will bump up your search engine authority. Even though it's like Gemini scooting all over that thing or if it's chatgpt scooting over that thing or whatever with some of their tools these days, I don't know, I'm kind of thinking about that chicken and the egg scenario and wondering what. Because like, you know, content isn't my first skill set here on the old Hub Heroes podcast. I'm here more as like an audience member in this particular topic.

So yeah, so I can give you a chicken or the egg scenario which totally blew my mind. So let me dive into that real quick and then I'll talk about where my brain goes as far as changed and unchanged to get back to like Liz's original question. But Chad, when I launched the Superhuman framework in onto the the planet, right, the four cornerstones, purpose, passion, persistence, love, the 10H pillars. I'm not going to list them all. When I list when I started creating content around that and then all of a sudden it started showing up in AI results when doing like deep research and asking people to actually hey, can you ask about this? And then all sudden it started showing up on their chatgpt, their perplexity, their places. I was like, wait, there's something to this. You can create something of value and it can be surfaced potentially quicker than it can be searched or found in search. Because by the way, Google is trying to take care of the entire Internet. And so we all know like going into your Google search console and asking for a page to be re indexed and the amount of time that that might take and like all, all of the things that you manually have to do to like pay attention or get them to pay attention to your ever evolving and changing SEO efforts versus create something that's dope at a Different angle. And all of a sudden it's being surfaced in AI. Hence why I use the term surfaced when I actually did the 5S content framework. But so, so here's the thing. I think you can create the chicken without the egg, which is a really weird thing to think about because now it's there, it exists, it's in the world right now. You had to birth it as the human, but. But it's there. So, so when I think about what's changed. Liz, to get back to your original question, I think AI answer engines and zero click have absolutely shrunk the top of the funnel. We kind of talked about that at the beginning. The top of the funnel ish is just shrinking the mindset of like blog every day. You know, this idea of quantity over quality I think has gone away. This high volume blogging now I think it's about depth and originality. By the way, superhuman framework, super original. Like just it. It was a thing that was. And you can do this. By the way, the other thing I, when I did a Tron Legacy marketing Tron Legacy or life Tron Legacy article, the thing was like all sudden there because again it was in depth. It was like a pillar page piece of content and it was original from the mindset of like where it was coming from. And here's what I think also has changed. Like generative AI helps us draft real quick. It helps us be able to build strategies for clusters of content. But if you think about HubSpot again for a hot second because this is literally for HubSpot users, something like content remix allows you to repurpose or what I like to call content confetti real easy, right? So like you have this thing where you should be spending more time creating something of more depth and originality, but you have the tools to get you to that depth and originality faster and remix the content after you've actually built the thing. Now here's. So that's some things that have changed. What hasn't changed the word trust, as much as we overuse it is still important. Humans gaining insight from the thing that they're reading or watching is still important. Google's eat is still important for you know, like it's just important. Understanding the buyer and what drives the buyer is still important. Intent, structure, links, like semantic markup, it all still matters. I would even throw the word out here if you're not paying attention historically to schema. Schema matters. I'm going to get real nerdy. Like for AI FAQ schema like things like that, that you're paying attention to. But strategy still matters. Tactics like content. And again, I'm not trying to be a, a homer of they ask, you answer. I'm not saying that I'll forever love Marcus Sheridan because we had this like, magic moment in time. I probably will because he's just a good human. But like, it must be mapped to the buyer's pain points and their business goals like that. Those things haven't changed. I don't think they'll ever change. If you just focus on like, trust in human insights and best practices of structuring and paying attention to the humans that you're actually serving and the goals that they're trying to achieve at, then it doesn't matter if it's SEO, if it's social, if it's surfaced, if it's any of the five S's that I like to talk about.

I love that. It also makes, it reminded me of something when we think about what people are running into on their new serps. Right? So our search engine results pages. I was having a conversation this past weekend with some other marketers. We were talking about the fact that like, dude, that AI preview panel is garbage. It's usually wrong. It gives you factually inaccurate data. And somebody said to me, yeah, it feels very old school. I actually now don't trust anything on page one. I'm only taking a look at stuff that's on page two or three. Like the tech companies have been in this arms race to AI ify everything to the point where people are like, yeah, so I'm not gonna trust any of this. And I'm gonna do more due diligence to make sure that what I'm getting is accurate even in their little chatgpt boxes. Literally yesterday I was like, what year is it? It's like 2023.

Whoopsie, whoopsie.

You know, it's just little things like that. So what mistakes are people making right now because they're trying to apply old content rules to this new AI shaped ecosystem we're living in? I will just pick on somebody. Maximus.

Wait. What's the.

Common mistakes?

No, I'll cut this part out.

What are the common mistakes?

What are the mistakes people are making right now because they're trying to apply old content rules to a new AI shaped ecosystem?

Well, I mean, the old again, I think the old content rules are blog, blog, blog, SEO. SEO, SEO. Right. And so like, you know, if you're, if, if you're, if you're the folks that, you know, made the mistake of not creating the content because it was, it was too hard. And now you're like, oops, I got the easy button. Right? And you're just, literally just firing off this stuff just to check a box to say to your boss, oh, see, we've got blog posts now, right? I think that's, that's probably a big mistake, right? Because chances are you're generating some trash and not really paying attention to what you're putting out there, right? I mean, in terms of like the, I mean it depends on like how far back we're calling like the old rules. It's the, I think creating this stuff, like even if we think of like the old rules of like, you know, what was working with the AI videos, right? Um, you know, it was a lot of these like sort of like list video. Like I was think the kind of equivalent today that we see with, with like short form video is the remember how like everything when inbound really took off? Everything became like a 10 things you need to know like about X listicles, like format. Right? Listicles. Right. I think the equivalent of that today is the short term video you hear with like the AI voiceover that's like so recognizable, like these 10 alpha male influencers, right? And then they just like, it's just, it's just clearly just like nonsense, right? But I think enough people see this stuff and that's like their first sort of exposure to like what AI video is. And then there's 38 different like tools out there that build this stuff for people with like a single click. And I think it's probably pretty tempting for marketers to kind of like go down that path because they've been told by somebody that they need to embrace AI and use AI in their marketing by their higher ups when they don't even really know what that means to do in a thoughtful, creative or intentional direction. Right? So I think again, like, just like we had tons of marketers go, oh, I know, I got to write blog posts and everyone's doing listicles. I got to do that. I think that would probably be like a very similar kind of 20, 25 mistake and that all you do is just like kind of what you're seeing everyone else do, which is these very weird voiced over listicle like videos, you know, don't do that. Please don't. So that's the slop that we want to avoid.

Yeah. So I. So I think there's a couple of things I want to kind of jump in here and then Chad, you go with it where you want, but I'm gonna put my hat on here.

Oh yeah.

Second.

Oh yeah.

I think people are still clinging to vanity metrics, traffic and conversions, and I would really want them to pay attention to influence and conversations. Like, and how do you, how do you map those? And, and again, I'm talking very much of like business to business or business to human, like, type content. I'm not going, I'm not talking about the Stephen Colbert or the like, you know, how to XYZ your tomato in your kitchen or whatever. Like, whatever. Like, I'm not talking about that kind of stuff. I'm talking about relevant stuff. So, so clinging to those vanity metrics and not being able to like figure out how it's influencing the actual pipeline. And when I say that, I'm literally talking about the process of like selling the products and serving the humans. I, I think too, and I alluded this earlier, a common mistake that's happening is people are not paying attention to the new norm or the need for structure, schema, FAQs to give that like, AI visibility. Some people are like head in the sand, not understanding how do, how do I actually get things surfaced? And, and that just needs to be like, I would, I would tell you, spend ample time doing research on how, how to actually get the content that you may already have even optimized for that AI. Because by the way, many of us or many of you listening or watching this have been creating content for years. And maybe it's a nice little schema and some FAQs that needed added to an article that was already ranking find for search and now all of a sudden, boom, it's getting surfaced in AI. So like, we've talked about historical optimization for SEO, but how about now historical optimization for AI. Like that literally is the thing that you should be paying attention to. And last but not least is like, and, and Max alluded to this, but don't hit the like, here's, here's the first draft. Publish. Like, no, no, like, you gotta focus on your brand voice. By the way, if you don't have a brand voice, you have a bland voice and a. No, no human wants to hear a bland voice. So your brand voice, by the way, if you haven't listened to our like, data sources, conversation and historical episodes and you haven't gotten your brand voice set up in HubSpot, like, this is a nice little juicy way to go from default draft, Add a little humanness, put it in HubSpot, add your brand voice on top of it. Like, anyway, Process, process, process, process is what people should be thinking about to actually make this stuff go in this world of like deeper, richer, more human, but also then focused where you can use it in these multiple areas where it's optimized for these multiple areas.

You know, I think we also did an episode, George, just on brand, voice and tone.

Yeah.

Like a while back that people should go into the archives for. To throw in my 2 cents here. I think the big thing to keep in mind is that we used to rely on like really high level, not even educational, just like who are the best this. What is the top that like those list sickle things that Max is talking about. That's not how you're going to differentiate yourself. I regret to inform all of my beautiful CEOs and owners and marketing leaders out there. You actually have to do thought leadership now. You have to have real opinions out loud. You have to solve real problems, not imagined ones. You have to stop clutching your secret sauce so close to your vest that nobody knows. There's even a bottle of Tabasco under there. Right. Like we need to stop hiding from content now. The thing is though, as we've been having this conversation, there has been a nagging thing in the back of my mind where I know there are some listeners out there going, it was already hard enough to prove the ROI of content when we had the tools, when AI wasn't stealing all of our traffic. And now you're telling us that we have to measure it and rethink how we measure the power of content through nebulous metrics like influence. Right. Like how do we actually measure that?

And so that's a question.

I think what gets really tricky about this conversation is that we don't have the answers to that. We don't. We simply do not. But what I can tell you is that if you have a short sighted organization that decides you see your site traffic tanking, you can't outrun AI. So you're going to divert or cut out all of your content people or any sort of content initiatives. You are screwing yourself. Like you are going to watch revenue go out the door. This isn't the time to get rid of content. This is the time to realize the thing that George and I have been screaming about for years. Your content actually needs to be helpful and human. Your content needs to solve real problems, not imagined ones. You can't phone it in. You can't just publish garbage. These were things that were true before. Now they were true in vivid Technicolor. It's only now that you're actually seeing the consequences of those actions and it's only going to get harder, it's only going to get more chafey. So I know we're coming to the end of our conversation, so I have one more question I want to ask you guys before I turn it over to you, George, to take us home. We've already started talking about this, George, and maybe you want to kick off this converse part of the conversation for us, how we use tools like AI in our content without losing voice or diluting our message. So you've already been talking to this a bit, right? I'd love to get some more specificity around that.

Yeah, I think when, when I sit and think about this one, for me it's been a big help to do things like outlines, data research, first passes, rough drafts. Right. So you kind of, kind of think about AI as the, the draft and research assistant. Right. Historically this might have been like a ghost writer or some type of like whatever, but I, I literally think that you can build a process around drafting and, and researching the other thing. And we kind of again alluded to this if, if you have given the system chat, GBT, Claude, Perplexity, HubSpot, whatever your styles, your guides, right? If you've given it examples of top performing pieces and you've, you've aligned it so it can maintain your tone, now you're using your human brain for the research that you want to gather, for the outline that you want to create for the draft that you're going to build to then be able to give it into a system that understands what historically has worked or been working, which you might have to like kind of remanufacture that as you kind of move forward because different things are going to work over different time frames. But now you're going to have these kind of human powered storytelling based, you're going to give your opinions, you're going to have your personality, you're by the way, you're always going to fact check anything that you've started with an AI draft. And then I think there's this level of after you get to that point, you can then start to personalize it or kind of refresh it kind of over time. Because this is a problem that was happening when people were creating normal content. I think it'll still happen when they're having AI system in. The content they're creating is like it shouldn't be one and done and dead. We create it, we publish it, we forget about it. No, like one, you should create it, you should publish it. And then you should probably re updated over time or at least promote it more than just once. Anyway, that's, that's what I'll say there. I, I'm sure everybody else has some other thoughts where they can say AI might help in, in the creation of it.

Yeah, I mean, I, I'd say use it for this stuff that's like traditionally difficult when you don't have like a lot of resources, right? So like, you know, for example, if you're making a video, like, you can, you can create some pretty easy B roll, right? Like instead of having to go like, buy it from somewhere. Oh yeah, right.

Oh man, you know them.

Yeah, right.

Yeah, those guys are screwed. Like, I don't know what, I don't know why. Like, they're toast. Like, I don't know how their business is going to continue to stay. I mean, they're probably going to create their content through AI and hopefully just pray on people that don't know how to go to chat GPT and do it on their own.

Yeah.

I mean, but I'd say also like, use it for the stuff that's like uniquely hard to you. Like to you, Right. Like, maybe it's, it's. Again, if you're a bad writer, kind of like George said, you know, no harm in throwing together an outline using AI so you @ least have a starting point, right. Or, you know, if you're. It's difficult for you to articulate things in certain ways, Right. Like, it's really easy to kind of give it a first pass and then, you know, have I say this is a better way you could rewrite or something along those lines, right. And have it, have it assist your original thoughts. Right. I think is the, one of the best ways you could use it. But you know, the other thing too is like, sometimes inspiration is really difficult to come by. Yeah, right. And I think it's totally okay to like go to AI and be like, I don't really know what I should make a video about or write an article about or do X, Y, Z about. Can you give me some ideas? And maybe it doesn't give you the ideas, but it mixes up your brain enough to have that original idea. Right. Once you kind of started thinking about some of these other things, right. Like oftentimes when I've done that with AI, I end up thinking of something that is not what it suggested. But if my brain hadn't like started going, oh yeah, think of that. Oh, look at that. Oh, look at that. Or, you know, it was able to kind of like look at a suggestion and then kind of come up with a totally different one on my own. And it was just the, you know, the right amount of brain massaging. I needed to have that, you know, next sort of like, unique idea. It was worth it. Yeah, right. So, you know, don't. Don't let it take you and your creativity and your originality out of the process and just do it for you, because then why are you even doing it in the first place?

Yeah, it's like the ultimate, the ultimate writers on blocker. You know, in a way, I mean, I really, for me, a lot of ways, especially when I'm having a hard time coming up with, like, exactly what to do or where to go with certain things.

But yeah, yeah, I mean, many times I'll be watching like a sermon or a TV show and somebody will say something and I'll pull up my chat GBT or my claw and be like, hey, if I was to write an article about this, but from the direction of that, the thing that I just heard, by the way, what would that look like? And then you go on a whole dope freaking journey where you're unlocking the thoughts of your brain to get to a point where you eventually create something that is so different and unique because it came from different vectors or verticals.

I've gone into some of my tips and tricks and other podcasts that we've done on this topic, but I'm gonna keep mine super short. And this is for my content creators out there, the content creators who are still feeling friction around bringing AI into your process because you feel like it is corrupting what it is that you're doing. At some point, you are either an artist who understands that it's okay to embrace new tools and do things like George and Max are talking about, where you take a look at really cumbersome parts of your process. For example, I do hundreds and hundreds and hundreds and hundreds and hundreds of hours of interviewing.

How many?

Sometimes hundreds, hundreds and hundreds. Sometimes I need my little pal Chat GPT to be like, it's on page seven where Rob said to do this thing, you beautiful ding dong. Right? Like, or pulling out big themes. I'm still the writer. I'm still the thing doing the thing. At some point, you're either an artist who is willing to pick up new tools, new paintbrushes, or you're a masochist clinging to your craft and you're going to drown.

That's fundamentally what we're talking about customization in your chat GPT to call you the beautiful Ding Dong.

Yes, it's actually, I'm not even kidding. I'll share. It's called Ding Dong Bot where it's like I ask it to do dumb things where I can't. It's programmed to find stuff I can't find because I have so much dense conversations with so many people that I get like a little lost. So George, help us land this beautiful content plane. What is the between 1 and 75 things you would like folks to leave today's conversation with now?

One thing. Stop creating single use content. By the way Liz, I'm proud of you because I remember back in the back back days where I was bringing up using AI and the to see.

I was very angry.

Yeah, to see where you're at with it now brings my heart great joy. But my one takeaway is stop creating single use content. You. You have to build an ecosystem where every piece that you're creating sells, ranks, surfaces in AI, gets spread on social and turns customers into supporters. Like that's just the world that we're living in now. So think about those things. Listen, we live in an AI noisy world. It's just a true fact. You know, we've called it a couple different names during this episode, but ladies and gentlemen, I'm here to tell you that purpose driven multitasking content is the edge that will compound the results that your organization needs.

Okay, Hub Heroes, we've reached the end of another episode. Will Lord Lack continue to loom over.

The community or will we be able.

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