Want Better Business Results? Use AI Technology to Create an Integrated Lead Generation Strategy that Works

Listen Time: 35 Minutes

Every lead generation team wants two things: more leads and better data. With an integrated strategy that leverages AI tech at every level, you get both.

But if you’re thinking this episode is going to be all about the AI tools you use, you’d be wrong. Your owned media—your website, landing pages, ads, and social media—needs to be strong and engaging to work effectively with shared and earned media (such as PR and social shares). Paid media amps up these efforts so you have both a cohesive strategy and brand identity across your platforms. Without these foundations, even today’s hottest AI tools can’t do much for your lead generation strategy.

In this episode of Smart Route podcast, Devon Moore, Director of Content and SEO at BAM Advertising and Marketing, joins us for a special discussion on using AI for better lead generation strategy and content. Every day, Moore leverages both traditional and digital marketing strategies to generate leads, in addition to making sure those owned and shared media platforms are performing. He helps both BAM and their clients use AI tools and integrated lead generation strategy to attract new leads and mine better data.

A cohesive strategy, based on high-quality content produced quickly with the help of AI, is quickly becoming the basis of any successful integrated lead generation strategy. With the proliferation of mediocre content created by AI and published without a human touch, the lead generation industry needs a moment to recover from a Google bloated with bad content. Brands should take this time to evaluate both the challenges and opportunities offered by this unexpected point in time and to focus on creating personalized experiences supported by AI – not generated by it.

More than ever, standing out with high-quality content is what will attract leads, NOT unbridled production.

Listen now to find out more!

About Devon Moore

Devon Moore is the Director of Content & SEO at BAM Advertising & Marketing. He specializes in organic growth strategy for B2B and B2C. His expertise includes content marketing, editorial, and publishing, as well as brand, lead generation and analytics for local and national brands. He has had the privilege of working with esteemed clients large and small such as Adobe, Allegheny Millwork, Arthritis Foundation, Culligan Water, Kennametal, Parkinson’s Foundation, WESCO Distribution, and numerous exceptional SMBs in home & construction, HVAC, plumbing, real estate, SaaS and technology.

He has helped to craft numerous award-winning marketing campaigns, including winners of PRSA Renaissance, Hermes Creative, Vega Digital, and MarCom Awards. He has a B.A. in Journalism from Indiana University of Pennsylvania. This experience has helped him understand the value of research and communications through the eyes and ears of the subject. On a personal level, he is a proud husband and father, avid history podcast listener, a music enthusiast, a Pittsburgh sports lover, and a novice yogi practitioner.

Check out BAM Advertising or connect with Devon on Linkedin!

Episode Transcript

CTM Peter: Welcome to episode 31 of the Call Tracking Metrics Smart Route Podcast. I’m Peter Bacon here with my esteemed co-host, Brandon Jordan. Today we have the pleasure of hosting the Director of Content and SEO at BAM Advertising, Devin Moore.

Brandon Jordan: Um, who, what’s up.

CTM Peter: Devin’s expertise in the ever-evolving landscape of digital marketing promises to offer invaluable insights. Join us as we pick his brain on the latest trends and strategies in the world of lead generation, also known as lead gen, plus maybe a little food and football.

Brandon Jordan: Thought, my good.

CTM Peter: Devin, thanks for joining us today.

Devon Moore: It’s great being here, guys. Great being here. Thanks for having me.

Brandon Jordan: Yeah, thanks for joining me. We appreciate it, looking forward to it. Absolutely.

CTM Peter: Right, pleasantries aside, we will dive right in. So Devin, first I want to ask you, you know, what is the biggest challenge your clients face when it comes to generating leads for their business?

Devon Moore: I’m Devon Moore from BAM Advertising and Marketing, and I’m the Director of Content and SEO officially. You know what BAM Advertising and Marketing does is we’re a full-service agency. I want to say small, but about 25 of us, so not big. You know, based out of Pittsburgh, but we serve customers in over 40 states. And that’s what we do. We really specialize in lead generation. You know, also demand generation, any kind of generation if you’re generating it. We’re doing it. But you know, also have a hand in brand and strategy analytics, paid advertising. That’s, you know, digital and traditional when I say full service. So, you know, we like to, although I like to say I’m on the side of digital more often, we definitely don’t ignore your traditional TV, radio, go-board. Yeah, like there’s value in that, obviously. So that’s what brand does, or and so that’s what BAM does. And you know what I do generally is I work on organic growth strategy and that’s with, you know, owned working media. Um, and that’s, you know, when you’re talking about like owned media, working medias.

CTM Peter: Um.

Devon Moore: It’s your, you know, websites, your SEO, email marketing, social, I think anything that, you know, you can create and publish yourself, right? If you had a business. That’s what, you know, I would consider that. But on top of it, you know, some PR, some shared media. Um, you know, we kind of do it all there and our bread and butter is really home contractor services. We work with a lot of businesses though and B2B and B2C, water treatment, commercial real estate, law, so generally kind of run the spectrum there and really, you know.

CTM Peter: Are.

Brandon Jordan: Um, cool.

Devon Moore: In terms of content, you know, I feel like I kind of manage a bunch of, you know, really what it is is managing a bunch of little tiny publishing companies, right? It’s, you’re running that for your clients and that’s how I see it. If you hire us, you’re really hiring a company to leverage the power of your own media that you can control. And pair that with some paid options, and I think we’ll get to talking about how that can work down the road and we talk about an integrated strategy to lead generation. So just want to do a quick intro there and we can jump off from there about, you know, some of the problems maybe I see in companies with lead generation.

Brandon Jordan: Okay.

CTM Peter: Perfect, you know, every time I hear like lead generation or demand generation, my head usually goes to “Who” by The Who, talking about my generation, just like 2…

Devon Moore: That’s all good.

Brandon Jordan: It’s also…

Brandon Jordan: Ah, but sorry Peter, we got the reference, we got it, it’s awesome. That’s right.

Devon Moore: Um, I’m right with you, man. But…

Devon Moore: I hope I die before I get old, right? That’s a… I’ll quote me on that. But I guess I’m gonna have to be, right? Um, it’s… it’s our… it’s… it’s been said, so now no, but really I…

CTM Peter: And…

CTM Peter: Um…

Brandon Jordan: Ah.

Devon Moore: You know, I think I’ve Googled it myself, right? Like what’s demand generation versus lead generation, and I don’t think you get a real concrete answer there, right? I think that generally it’s regarded as demand generation is somewhere between brand and lead generation, and it’s a… um. You know, I think it can be seen as a part of it or it’s a precursor to it. I think it’s really just breaking it down into, you know, more finer segmentation when you talk about, you know, brand and then lead generation. Maybe there’s something in between there where you’re nurturing someone, and maybe it’s the nurture that’s… the… I think most applied to demand generation in most instances, but it is one of those things, Peter and Brandon, where if you Google it, um, you know, you’ll get, you know, 5 different answers in the first 10 results. Um, so that… I guess that’s my definition of it.

Brandon Jordan: Like, okay, so you mentioned something earlier that kind of caught my ear. You talked about like having an integrated approach, right? So tell me a little bit more about like what you mean by an integrated approach and…

CTM Peter: Um…

Brandon Jordan: Like could you give like a real-world example of like what that looks like and like why it’s so important for your clients.

Devon Moore: Yeah, so you know, when I was introducing myself I talked a little bit about, you know, owned media and then, you know what? What we were talking about, websites, email, the things that you can publish yourself and what you can actually… you know, you have your own voice for, you can publish it, you can delete it. Um, you can do what you want with it. But then there’s also, you know, earned media. That’s we traditionally called, you know, public relations or some sort of, you know, media entity or third party is amplifying the message for you, right? Shared media gets a little bit in the weeds. That’s what we’re talking about, you know.

Devon Moore: Social media, if somebody says something about you or shares something about you, or maybe a Google review, right? Or a Yelp review because you… you have that. But it’s not really yours, it’s not as easy to kind of get rid of if it’s not great, but it’s good to have usually that messaging amplified. And then paid media, which is the obvious, you know, “Hey.”

Devon Moore: Whether it’s traditional or digital. It’s your Google ads. It’s your paid Facebook or paid Instagram, TikTok, what have you, anything you have to pay for for a promotion. So those 4 different kinds of media, you know, I think need to all be leveraged in a way that works.

Devon Moore: And if you find a way, a happy medium with them. That’s really what we’re talking about with an integrated approach. Now you’re not trying to publish blogs to try to get, um, to try to get leads. You’re not just trying to…

CTM Peter: Everyone is so…

Devon Moore: You know, hammer the bottom of the funnel with paid Google ads without doing anything else. Or yes, I think that there’s definitely a way to integrate these things to make them all work together. I think, you know, when you’re trying to…

CTM Peter: They doing anything real.

Devon Moore: When you’re trying to do own media, you won’t get any traction unless you can leverage your other distribution channels. You need these distribution channels like, um, you know, your paid media or maybe some PR partnerships, stuff like that, um, channels you don’t own, right? But with shared and earned media.

CTM Peter: Believe this.

Brandon Jordan: Yeah, yeah.

Devon Moore: You know, that’s not going to work unless you have a good owned media strategy that continues to produce new content. And then paid media, you know, it’s not going to deliver the goods. It’s not going to deliver results unless your owned media is strong and engaging. Like a good example of that is, you know, have you ever seen like a good ad and clicked on it, but then the landing page is terrible or the landing period, or it doesn’t, you know, so they all kind of work in conjunction together and I think you see this stuff all the time. Honestly, I think you maybe have seen like an offer for something on TV or radio.

Brandon Jordan: Yeah, and she doesn’t match. Yeah.

CTM Peter: Um.

Devon Moore: And then you’ll go to the website and it’s like totally something different. It’s a different looking and look and feel overall and there’s some there’s total incongruency there. So trying to bring that all together and not just with brand look and feel but there’s a lot more to it obviously than that and make that experience.

Brandon Jordan: Yes.

Devon Moore: Ah, as seamless as possible and not as seamless as possible, but just in a way that they’re interconnected, that they can all help lift each other up. Um, I think that’s really what I mean, Brandon, when I’m talking about taking an integrated approach to eventually generating the leads. You want to have, whether they’re…

Brandon Jordan: Yeah.

Brandon Jordan: Okay.

Devon Moore: Marketing qualified leads or sales qualified leads or just getting, you know, just getting an email address or so, you know, every business has a different definition of what a lead might be, but as long as it’s someone giving you their information and you can follow up on it, I think that’s the basic qualification there, right.

Brandon Jordan: Yeah, that’s awesome and that makes so much sense. Like I look at it from the consumer’s perspective, like, you know, I’ll be on Instagram and I’ll see an ad, right? And it sparks my interest and I’ll click the ad and I go to the website and if their web content isn’t updated or there’s no contact phone number and there’s no way.

CTM Peter: Are.

Brandon Jordan: For me to continue the journey, right? And that’s something that you guys help with. It’s definitely something that Call Tracking Metrics helps out with. I was going to ask, what do you think, which of those is more important, but it’s obvious and it’s clear that it’s. It’s important to have a balance, right? You want to make sure that they’re all up to par and it’s. It’s really cool to know that.

Devon Moore: Um, right.

Brandon Jordan: BAM will help you guys, um, with that balance. So thanks for, thanks for the info. Yeah, yeah.

Devon Moore: Yeah, absolutely, it’s um, it’s kind of what we’re, you know, what we’re trying to do here. It’s not the easiest thing to do and honestly, you know, we work with, not every business has an enterprise-level budget, right? So you can’t just dump all your money wherever you want to.

Brandon Jordan: Yeah, of course.

CTM Peter: Alright.

Devon Moore: To put it, you have to be smart with your money and I think that’s part of the strategy, right? You want to talk to somebody who can tell you maybe this isn’t the right time to do this or maybe this is, you know, the right time to do that. And you know, I think that that’s just as important as the actual fulfillment of, you know, publishing the content or measuring it is knowing where to put it in the first place or knowing where to put your budget and try to do that. So yeah, that’s ah, that’s kind of that’s kind of, I guess, the crux of where I’m trying to go with talking about the integrated approach and.

Brandon Jordan: My…

Brandon Jordan: Um, yeah.

Devon Moore: And being able to do it all as well as you can.

Brandon Jordan: Nice, very cool. Okay.

CTM Peter: Nice, so kind of riding off of that note, what are some of the most common misconceptions/misunderstandings companies have about lead gen?

Devon Moore: So common misconceptions and misunderstandings, that’s so I think, you know, number 1 and this might not be the most popular answer because it’s wishy-washy, but there’s not 1 way to do it. You know I think…

Brandon Jordan: The fifth.

Devon Moore: There’s so many different businesses, so many different markets. There are businesses, you know, where the market is, you know, ubiquitous and there’s almost anyone could be a consumer, you know, retail market or something like that. Um, there’s commodities, right. But then there’s also markets where it’s like, oh, you know, there’s we have maybe a hundred different businesses in the entire world that will want to do business with us so we need to be very specific about who we’re targeting. That’s, you know, in the more b-to-b type of approach. So there really isn’t 1 perfect way to do it and you can hear success stories and I’m not saying we do all of these but, you know, some people do the spray and pray, “Hey, cold calling.” Some people say cold, “I do cold calling.” Or some people say, “Hey, I do cold calling, it works.” We don’t do cold calling.

CTM Peter: Here.

Brandon Jordan: Now.

Devon Moore: But it’s interesting when I was laughing about this with a colleague the other day, you know, lead when you talk about lead generation, um, you know, we’ll say, okay, we’re an agency that helps companies with true lead generation. But then their companies call themselves lead generation agencies and you would look under the hood and just see that they’re actually telemarketing companies so lead generation.

And can I actually like a lot of people apply that to different avenues and you’re almost like is this a joke but but really okay, what do they do? Well, they get, they get leads. Okay, so you know who am I to argue with them. Um, you know, LinkedIn Sales navigator.

Or ZoomInfo, you know, this is all B2B applications mostly but it doesn’t, you know, whether it’s you could drive around and throw flyers and mailboxes. You could go give anyone your business card, you know, to random people. You know, if they call you then you generated a lead, right? and that could possibly work for you and I’m not saying it’s always the most efficient way. But um, you know there isn’t one way to do it. But on the other hand, you know we do talk a little bit about you know trying to make the message right? personalization I think that especially you know I don’t want to just.

CTM Peter: Um.

Devon Moore: Say that’s in b-to-b markets I think you want to have the message right? and know your market in any kind of market. But um, you know b2b, you know, get to know them. You know how to give them value how to actively engage them and and network with people. It’s ah it’s a it’s still a people business right. As much as I know we’ll probably want to talk about AI and and other interesting developments around you know things that aren’t things that aren’t human but AI.

Devon Moore: It’s still a people business and there still has to be people controlling that. Ah, you know, even if it’s AI that automation, that those inputs and outputs so um, yeah, there’s not really one way to do it. That’s my long-winded version of saying that and regardless.

CTM Peter: So.

Devon Moore: Which way you do it, the message still matters and you know having a basic understanding of the market. You know your targets, your segments, positioning yourself in a unique way and ah in a distinguishable way where people would remember you or want to actively engage with you and whether it’s direct sponsorship later down the line.

Brandon Jordan: Or for.

Devon Moore: Ah, super important and again like I think I touched up on this in my introduction you know and did full digital agencies. Don’t want to admit this and I’m a digital guy but you know radio billboard and TV can still work and certain, absolutely they can and what’s what’s great.

Brandon Jordan: Still works.

CTM Peter: Um, depth.

Devon Moore: About call tracking metrics I’m gonna plug you guys here as you guys make things like that even more trackable and easy and easier to prove that those things work. Um, I think that’s you know going, we’ll probably maybe have a little bit more of a discussion about measurement because measurement really is you know the.

Brandon Jordan: Are.

Brandon Jordan: There.

Devon Moore: If it’s not the beating heart of lead generation right? It’s like the I don’t know you almost need it to survive. It’s like the live something else. That’s like you little lungs. The lungs with the lungs. But let’s give the let’s do else the liver. We’ll say it’s the lungs. Um.

Brandon Jordan: Um, yeah, the lungs I was I was thinking lungs. Okay.

CTM Peter: If.

Devon Moore: It really is the breathing, you know, mechanism of lead generation because if you’re not measure, if you’re not able to show measurement whether that’s to your clients or you know to the C-suites or even you know to the people that you’re working with to show hey you know this is working. I can’t tell you how many people you know from my team, you want to show them hey what you’re doing is working. You’re showing you’re being successful at it because you know that kind of Momentum Fuels motivation for the people actually doing the work on the frontline. 

So, That’s why measurement so crucial and I know I’m kind of running off the running off here a little bit with what I was trying to say but um. You know back to the traditional media piece showing that measurement being able to do that with traditional media and again showing hey it works hey that this still works with with certain entities. So Those are some things. Yeah I think that would would be. Something that people you know don’t understand I think a lot of a lot of people just want to get into digital right? The digital sphere is like this mystery kind of wrapped up in a riddle, especially the unknowing types. You know that are like well I want to try this I think it’s going to work I mean there’s definitely been business owners that come here and.

Brandon Jordan: Yeah.

Devon Moore: Well, you know, I just give this company, you know, x amount per year I’m going to grow, you know, 50% or something like that and that’s not really how it works. I mean, digital can help you. Digital is great. It’s trackable. You need to have digital but that’s not.

Brandon Jordan: There.

Devon Moore: That’s not always the number 1 answer and the number one answer isn’t always 1 thing, right? That just goes back to the integrated approach.

Brandon Jordan: Yeah, I like how you tied that together. I’m hearing a few things right? So digital is not the only answer, right? Traditional still works. It’s something that you guys have proven and you’ve seen maybe with some of your clients and then the other thing is there’s no, there’s no one right way to do it, right?

CTM Peter: Um.

Brandon Jordan: There’s, you know, all sorts of mixed results that you can get from trying different approaches. So I’m glad that you were able to highlight that for sure.

Devon Moore: Um, yeah, absolutely.

CTM Peter: And Dev, I’m kind of curious when talking about that you know misconception of what a lead gen might be, do you find there’s anything, let’s say, you know, you’re dealing with a business that’s been in business for a long time, maybe they’re long-established, like a family-run business, a veteran of the workforce has been in charge there for a while versus someone that’s new in the workforce. Do you find that there’s much of a difference between what their perception of lead generation is, let’s say, you know, someone who’s been in the workforce for a long time, I’m thinking in terms of, hey, what you mentioned before, like billboards, TV.

Brandon Jordan: And.

CTM Peter: Um, radio spots. You know, those more old-school traditional. Do you find, you know, by chance, someone that’s been in the workforce for a long time, is that more the perception of this is the kind of lead generation I’m looking for, whereas on the digital front, that’s going to be much more gravitating, at least I think, to a much younger set of people. That’s what they see. They’re all about the digital piece. The older sets more about that static kind of an advertisement out there. Do you see that much at all?

Devon Moore: Honestly, I can’t say I do, Peter, and the 1 reason is because usually those who contact us now, you know, our digital is part of the solution. Even if they have been doing billboards or radio or TV in the past, and it’s a. Maybe an older generation type of ownership, which, you know, there’s a ton of small to medium-sized businesses with those type of people, right? Usually, they’re contacting us because just like any other business, right? Like they have a problem if they need a solution. You know something has happened. That has caused them to contact us, maybe like, you know, they’re losing market share or they feel like their phone’s not ringing or something’s lagging or they’re not happy with their current agency or the way things are being done but usually, you know when that happens they’re looking for a solution and it’s a solution that. You know they haven’t tried before whether it’s you know Ah, they know they need their you know their website might need updated or you know they don’t run paid advertising on Google or Facebook or they you know they’ve seen the new. The new thing about they’ve seen TikTok TikTok looks cool. You know. You know we have to temper their expectations on yeah stuff like that. But generally, you know that’s not the case. Usually, it’s somebody that is actually you know they’re not contacting us and saying well we just want you to run billboards and ads for us and nothing else because I’m old school. It’s really like.

We, you know, we really want to grow and if we want to grow, we know we’re going to need some sort of solution that’s different than what we’ve been trying today. And that’s, you know, I don’t think Bam’s any different than any other agency in that regard when I say, you know, if you’re contacted as an agency, somebody’s got a problem, right? Somebody knows that it’s a problem or someone believes, you know, whether it’s maybe their son or their daughter. That’s like, “Mom or Dad, I know you’ve been running this business for a long time. We’ve been successful, but we have to shape some things up because we’re losing market share to some of these smarter companies that are moving faster than us.” And honestly, that has happened in more than one instance where it’s maybe a family business and there is influence there from other family members that might be a little bit younger, a little bit different. So maybe that’s where the piece of the younger generation comes in.

Brandon Jordan: Nice.

Devon Moore: That’s influencing these people. But yeah, that’s sort of, you know, old-school thinking like that it really doesn’t play in this world, I don’t think. There’s some people that could be really good at sales and that are really, you know, have a lot of customers, a lot of connections and I think that it can work in certain markets. I don’t want to say it doesn’t, but you’re not probably going to grow exponentially like you’re looking to do unless you’re getting into something other than traditional at this point.

Brandon Jordan: Yeah, traditional. That’s awesome, man. That’s a great answer. A lot of perspective for our listeners. Hopefully you guys got some gold out of there. We appreciate it, Devin. Um, earlier, you talked about, you touched on something I definitely wanted to touch base on and that’s that’s AI.

CTM Peter: Um.

Brandon Jordan: So, every podcast we do, it always comes up and there’s always a different answer and different feeling about it. For you specifically, like how have you seen lead gen strategies shift as a result of the recent AI boom and this new craze that’s going on?

Devon Moore: Well, the whole basis of AI is formulated around what, like, efficiency and automation. I mean, we want to be able to do things faster and.

Brandon Jordan: Yeah.

Devon Moore: Maybe not better. But if we could do it, if we could do something faster and 80% is good, is that worth it in a lot of instances? Truly it is. Um, that’s why AI has become such a big deal and it’s always a conversation as part of marketing and it’s not going away anytime soon.

Brandon Jordan: Um, yeah.

Brandon Jordan: Sorry.

Devon Moore: There’s definitely a strategy shift so, you know, what I’ve seen and then I’ll give you guys some examples of how we’re using AI is ah, you know, basic efficiencies, you know, in terms of content creation and that means, um. Ah, more bad content. There’s a lot more drive out there than ever before, like there’s, especially when for chat GPT first came out, you know, people were just like, “Well, I can publish 200 articles a day. Why don’t I just see what happens and if like 2 of them hit that’s and rank, you know, in Google, that’s awesome. And so you see that and honestly, I’ve seen, um, and I believe I read about this in Search Engine Journal or Search Engine Roundtable, I can’t remember which one, that, you know, we’ve been having trouble getting our pages indexed. We had to manually index some of our pages because the indexing hasn’t been as quick. Because there’s so much content being produced, you know, that the crawlers aren’t quite keeping up and they’re also probably a bit more skeptical even though we don’t produce strictly AI content whatsoever. I’ll talk to you a little bit about that in a second.

Brandon Jordan: Oh.

Devon Moore: Um, you know, because you can also create, you can also do good with AI, you know, in terms of, ah, you know, more personalized content, right? Like personalization is becoming a big thing and it’s going to be a bigger thing. I think it’s kind of call it push content where it’s like…

Brandon Jordan: Yeah.

Devon Moore: Yeah, maybe the best example is TikTok. But I think anything in social media is a great example, right? Like you guys are on your own social media. There’s an algorithm that feeds you information and you notice, especially if you’re on TikTok or like Instagram feeds like…

Brandon Jordan: Yeah.

Devon Moore: It’ll start feeding you information that’s increasingly more about what you’re into, you know, and that’s, yeah, right? I mean, that’s your algorithm. But think about this, Brandon, like with how many, like…

CTM Peter: Gap.

Brandon Jordan: Um, yes, don’t know it. That’s right.

CTM Peter: Like you…

Devon Moore: How many over billions of people are on social media and each one’s an individual and each has their own algorithm. Well, then there’s a growing demand for that kind of personalized content and not broad content anymore, but like content that’s tailored to…

Devon Moore: More and more individuals as the algorithms get smarter and fine segment individuals more finely across the market, there’s gonna be increasing demand. There’s gonna be more demand for personalized experiences. So, you know, that’s something to watch out for and I think that’s a good thing. It’s not a bad thing. But I think with that, you’re going to see, okay, teams are going to be asked to create two or three times more types of TikTok posts or types of… and how do you do that? Well, you use AI for storyboarding to keep up. People are going to use…

Brandon Jordan: I mean…

Devon Moore: It’s all going to go back to trying to be efficient to be able to produce extra content, more personalized content. I know that we definitely… I’ll give you some examples of how we use AI. Number one, I use them in content briefs all the time. We actually… I use Airtable for…

Brandon Jordan: So, again…

Devon Moore: Our main content marketing calendar hub. We also use Asana and a couple of other tools for some other projects, but that’s what I use because I have it automated and I have it kind of down to a way where we can take our workflows and push them through from editorial calendar through production place, you know…

CTM Peter: Are…

Devon Moore: Place different pieces of content and records into like an evergreen house where we can use them again, stuff like that. But now I was able to integrate this AI tool into Airtable where when I create a record, it takes the title of the record and automatically creates a quick content brief on it. Just the basics like here’s, you know, if this is a piece of content on, you know, how to improve your HVAC system ready for spring. We have some HVAC clients or, you know, it will produce…

Brandon Jordan: Um, ah…

Devon Moore: Three possible titles maybe for emails or social, you know, subject lines or titles. It’ll produce some h2 and h3, you know, header suggestions and I always tell my team, like, don’t just use this, but this is a guide, right? It’s not…

CTM Peter: Print…

Devon Moore: Be all, end all. And then it also will produce two or three different image or chart suggestions just by pushing a button. I can create, you know, sixty, seventy records a month and I can push a button and I get content briefs for every single one of them. And that’s just to get…

Brandon Jordan: Right…

Devon Moore: Get the team started and get them going. And, you know, honestly, when it comes to subject lines or maybe like an organic social media post, usually, AI can do a pretty good job and you might just have to tweak it. So it’s not that difficult to use and I think it works really well. When you’re getting into the actual content, you’re creating something, creating a framework or an outline from start to finish, I think can be really good. I mean, I think you need to do some research. You need to do keyword research or whether you go into online magazines or forums, I think traditional research…

Devon Moore: Other kinds of market research, competitor research, you still have to do all that. But I think AI can help you fill the gaps and it can help you organize your content more quickly, I guess, in a way that maybe you weren’t able to before.

Brandon Jordan: Yeah.

Devon Moore: So I actually created my own GPT called the “For Dummies GPT.” Have you ever seen those books, like, you know, “Writing for Dummies” or…

Brandon Jordan: Um, yes, but…

CTM Peter: Um, oh yeah.

Devon Moore: Quote unquote, “For Dummies” book for whatever subject. I write it on. So if I were writing something on air conditioning or a repair, or a blog on air conditioning or repair, I could, you know, put in, “Hey, could you give me a chapter outline for a book called ‘AC Repair for Dummies’?” And the prompt and the prompting is important for AI. It’s not just…

Brandon Jordan: Um, yes.

Devon Moore: Saying, “Hey, you know, ask me to do something.” The prompt actually makes it understand it in a way where it will give you a very robust, you know, if you were to write a book about it, chapter outline. And I think that’s really beneficial and helpful. That’s been, at least that’s one example of just like a little wave of how you can use AI. And on top of that… my last thing, I mean, I could talk about basic ideation and a little bit of copy. Although you need to be a good editor, I always said before AI, even being a…

Devon Moore: A good editor instead of, you know, over a good writer is more important to be a good editor. You know, you’re always editing, you’re never pushing in the first draft anyway. So, but data synthesis. This is something I’m trying to get into a little bit more because ChatGPT really is… it’s just a… I mean, it’s a giant…

Brandon Jordan: Pivot, sorry.

CTM Peter: Um, will do.

Devon Moore: Glorified chatbot. So, GPT-3, I mean, like, there… it’s just a really intelligent chatbot, but it doesn’t crunch like, you know, copious amounts of data like some, you know, large language models that are being created by, you know, data scientists and stuff like that. But…

Brandon Jordan: Time.

Devon Moore: I do think in terms of data, when we’re talking about, you know, I have a discovery call with a client and I have all these notes, you know, how can I synthesize this? You know, those notes are data. It’s, you know, data from humans. But it’s, you just took a bunch of notes on a new business and what they need and what they want. Um, how do you sit there and crunch that data and sort of create like, ah, an outline of what happened? It’s a lot easier to do if you have AI doing that for you. And you know, two things I’ve really found helpful with, in terms of understanding more about the customer…

Devon Moore: Is taking form data and taking review data, if it’s a product review or a service review. Yeah, if you rip out, you know, twenty-five, thirty product reviews or service reviews and put it into a ChatGPT, it can really give you and…

Brandon Jordan: Um, ah.

Devon Moore: And say, “Hey, what are the top 5 things people are talking about here?” or “Here at the bottom, you know, what are some of the things people really don’t like?” You have to prompt it, right? But you can really synthesize, you know, voice of the customer data, if you will, and learn a lot more than just like having to read through a bunch of product…

A bunch of different, you know, forms. I mean, again, I go back to the HVAC piece. I mean, a lot of people submit forms every day and they talk about what’s wrong with their system or what they’re having trouble with. Being able to capture that qualitative data…

And being able to crunch it and, you know, output, “Hey, you know, these are the top 5 things that the forms are telling you.” I think there’s so much value in that, not just from a data standpoint, but as a content person. There’s nothing better than original data. That’s what we want to work with, right?

CTM Peter: Yeah.

Brandon Jordan: Um, yeah, it’s right.

Devon Moore: Because that’s what can really deliver value for not just your clients but for customers, so we wanted to get in more into data synthesis. I mean, I think we’re going to get to the point where we can read more complex, you know, charts and tables and things that are more proprietary to your company.

CTM Peter: Do.

Devon Moore: And you’re just going to be able to spit out that data for you, right there, instead of having to use your eyeballs to go through all of it. And with that, it’s going to be just a whole new world to work with, in terms not just from producing content, but from making high-level strategic decisions about your marketing or operations or even your business. Once you know, you know, that the voice of your customer can capture that so well, that there’s nothing better than that as a marketer, obviously. So yeah, that’s at least some of the ways that we’re using data, and we’re going to continue to.