Navigating the Balance Between Human and AI in Content Creation with Joyce Tsang

[00:00:00] The Rise of AI in Content Creation: Balancing Human Touch with Machine Efficiency

[00:00:00] Jess Bahr: SEO writers have turned into algorithms writing content for machines instead of being humans, writing content for human consumption.

[00:00:13] Jess Bahr: Welcome to marketers.

[00:00:15] Jess Bahr: Talking marketing.

[00:00:16] Jess Bahr: Today we are joined by Joyce saying and we're going to talk about a topic that's come up a few times, but now we're going to talk about AI, specifically with content creation.

[00:00:26] Jess Bahr: Joyce, tell the audience a little bit about yourself.

[00:00:29] Joyce Tsang: I'm so happy to be here connecting with you, Jess.

[00:00:32] Joyce Tsang: Again, thank you for the kind introduction.

[00:00:34] The Use of AI in Content Creation: A Discussion with Joyce Tsang

[00:00:34] Joyce Tsang: My name is Joyce Tsang.

[00:00:35] Joyce Tsang: I'm a content marketer based in Hong Kong.

[00:00:37] Joyce Tsang: And my mission and what I strive to do is I hope to help those with an entrepreneurial mindset explore their full potential with content.

[00:00:46] Joyce Tsang: Now, with that being said, like you've mentioned, there's a lot of debate and discussion surrounding how AI should be implemented when it comes to the whole content creation process.

[00:00:55] Joyce Tsang: I can't wait to discuss all of that with you today.

[00:00:57] Jess Bahr: I think AI is probably the greatest tool for entrepreneurs, especially ones who are just starting out.

[00:01:03] Jess Bahr: I have used it.

[00:01:04] Jess Bahr: I oldman.

[00:01:05] Jess Bahr: I've used it a ton with helping create website copy, even writing a Bio.

[00:01:09] Jess Bahr: I was struggling with writing a bio for myself.

[00:01:11] Jess Bahr: And so I just said, like, hey, open it.

[00:01:14] Jess Bahr: Open chat.

[00:01:14] Jess Bahr: Well, open chat is what I've been using the most.

[00:01:17] Jess Bahr: I've tried some other tools, but I was like, hey, write me a Bio for someone who has been a director of Demand, Generation and Growth Marketing for ten years, who blah, blah, blah, blah, blah.

[00:01:28] Jess Bahr: And then it gave me this kind of it was a decent bio that I took and was able to slightly modify to make it to my own, and it saved me so much time.

[00:01:37] Jess Bahr: Is that kind of the application you're seeing a lot of people use?

[00:01:40] Jess Bahr: Is AI for content creation?

[00:01:42] Jess Bahr: Is it more on the ideation side?

[00:01:44] Jess Bahr: What are those big applications?

[00:01:46] Joyce Tsang: I think when I'm looking at different content that people have been posting on LinkedIn, particularly other marketers as well, a lot of them are using it as an ideation tool, like you've mentioned.

[00:01:57] Joyce Tsang: So they already know what they want to write.

[00:01:59] Joyce Tsang: However, they don't want to invest the time in writing the first draft or the first copy or the structure of it themselves.

[00:02:05] Joyce Tsang: And plugging that in into an Aigenerating tool would be very helpful.

[00:02:09] Joyce Tsang: When it comes to trying out AI tools, myself as well, I've been playing around with a lot of different tools like you've mentioned, OpenAI, and then all these other smart AI, smart writer, the list can go on.

[00:02:22] Joyce Tsang: But what I realized that has been very helpful for myself, apart from Ideation, is there's these rephrasing tools.

[00:02:29] Joyce Tsang: So for some AI tools, when you write in a paragraph, or if you have a paragraph from an existing long form, like a blog, you can tell it to rephrase it, and then similar to your process, you can then edit out and then shorten it and play around with it a bit.

[00:02:47] Joyce Tsang: And I've been using that to repurpose some of my content and save that bit of time.

[00:02:52] Joyce Tsang: So rephrasing has been something that I've been using quite a bit myself.

[00:02:56] Jess Bahr: Are you writing like a longer form piece of content and having it go and splice it into smaller forms?

[00:03:02] Jess Bahr: Are you going smaller to long?

[00:03:05] Jess Bahr: Can you share some of the kind of tangible applications of that?

[00:03:09] Joyce Tsang: Definitely, I mean I am quite a hard headed when it comes to certain aspects of content marketing.

[00:03:15] Joyce Tsang: I would just account that as my passion.

[00:03:18] Joyce Tsang: However, when it comes to repurposing content, a lot of people assume that it's always just sniffing up longer forms as well, which definitely is one of the way to go.

[00:03:26] Jess Bahr: I just did that.

[00:03:27] Jess Bahr: I just assumed that no, but definitely.

[00:03:30] Joyce Tsang: That'S the first way to go as well.

[00:03:32] Joyce Tsang: That's the first step of it for myself because I really treasure what we call a content funnel.

[00:03:37] Joyce Tsang: So what that means is when you're trying to create content, you're really trying to raise the awareness and then drive people to become interested before they'll take any action.

[00:03:47] Joyce Tsang: Let it be download an ebook from you or subscribe to your email newsletter, so on and so forth.

[00:03:54] Joyce Tsang: So when it comes to repurposing in my aspect, I really treasure it not from the long form, slipping it down to a short form.

[00:04:01] Joyce Tsang: However, how can I implement one existing asset of content I already have across different stages of my funnel.

[00:04:09] Joyce Tsang: So like you've mentioned, it doesn't necessarily have to be a long form into a short form, it could be a short form into a longer form.

[00:04:16] Joyce Tsang: What I've done before as well is if I see that there are a series of social media content, let's just say LinkedIn post, that has worked well, then I might decide to combine those and then I throw it in an Aigenerative writing tool and rephrase it.

[00:04:33] Joyce Tsang: Or some other tools which I've been testing also has skills like write the next sentence or write the next paragraph.

[00:04:43] Joyce Tsang: That really helps me as well when it comes to thinking about repurposing despite the length of the content.

[00:04:49] Jess Bahr: Yeah.

[00:04:50] Jess Bahr: So you can literally take your content, put it in and say make this sound more cohesive.

[00:04:56] Joyce Tsang: Definitely.

[00:04:58] Joyce Tsang: Or sometimes it's like when you write, even though it might be a personal branding related type of content, which is very authentic to you, when you're feeling happy, you write a certain way.

[00:05:07] Joyce Tsang: When you're very angry and wanting to vent, you write a different way.

[00:05:11] Joyce Tsang: So your tone and manner is slightly different.

[00:05:13] Joyce Tsang: But when you've consolidated all these based on the performances of certain content, you realize that, hey, I can actually merge them together.

[00:05:20] Joyce Tsang: Perhaps they share a similar theme or perhaps they might be different chapters within a longer piece.

[00:05:24] Joyce Tsang: But I want to rephrase the tone and manner so that it's consistent instead of rewriting the whole thing by yourself.

[00:05:30] Joyce Tsang: Now you can put it in AI and see what it generates.

[00:05:33] Joyce Tsang: Now of course, I can't guarantee that what it spits out is going to be the final copy because it never happens that way.

[00:05:39] Joyce Tsang: But it's nice to see what kind of words they replace when they feel that there is a discrepancy in tone and manner.

[00:05:45] Joyce Tsang: So that's definitely something I play around with as well.

[00:05:48] Jess Bahr: Yeah.

[00:05:48] Jess Bahr: So it's like a smart thesaurus.

[00:05:50] Joyce Tsang: Definitely.

[00:05:51] Jess Bahr: Yeah.

[00:05:51] Jess Bahr: Looking up those alternatives.

[00:05:53] Jess Bahr: Interesting.

[00:05:53] Jess Bahr: I never thought about it that way too.

[00:05:55] Jess Bahr: Yeah, that's interesting.

[00:05:58] Jess Bahr: I'm going to have to try that.

[00:05:59] Jess Bahr: Definitely.

[00:06:01] Joyce Tsang: I think there is a potential there where I think there's a lot of experimentation we can do because right now a lot of people are debating when what stage you should use the AI, right.

[00:06:11] Joyce Tsang: Should it come before you start writing, where it gives you the ideas?

[00:06:15] Joyce Tsang: Or should it kind of come after when you already written it and you want to make it better.

[00:06:19] Joyce Tsang: Now my suggestion is it can even go right in the middle, right.

[00:06:23] Joyce Tsang: You could have some sort of starting point and you're kind of stuck or you're just trying to regroup whatever you have.

[00:06:30] Joyce Tsang: And I think that's the actual beauty of it, where it really saves you time because you already have all these pieces and it acts as this kind of chaining up of all of the content that you have.

[00:06:42] Joyce Tsang: But I believe, as you've mentioned early on as well, it requires a lot of testing.

[00:06:47] Joyce Tsang: That's the only thing that you really have to invest in time in because no one single tool when it comes to the AI writing assistance can actually cater to all the stuff that we've mentioned.

[00:06:56] Joyce Tsang: You probably have to copy and paste it into this thing and then you have to move it somewhere else and things like that.

[00:07:01] Joyce Tsang: So that's definitely something that we need to go through.

[00:07:04] Joyce Tsang: I think there's still a long way to go.

[00:07:06] Avoiding Pitfalls When Using AI Writing Assistants

[00:07:06] Jess Bahr: Are there other pitfalls that someone, let's say someone is listening and they have not tried AI assistant for writing, so they're going to go start testing things out.

[00:07:15] Jess Bahr: Are there other pitfalls they should be aware of or things just to keep in mind to have a better outcome with these tools?

[00:07:21] Joyce Tsang: I think the thing is, I've been speaking to other entrepreneurs and like you said, a lot of them are really jumping at it because they think it's going to be a great time saver, it's going to be a great money saver.

[00:07:32] Joyce Tsang: They don't have to think about hiring maybe a writer or a freelancer to help them do stuff.

[00:07:36] Joyce Tsang: But the thing is, when you're using any kind of AI tools, my recommendation is you must know the topic very well.

[00:07:42] Joyce Tsang: So like your example, when you're trying to write a bio, you probably have to know that person, you know exactly what it is or else they're going to make a mistake and you're going to hand that in to your client or your boss and you're going to make a fool out of yourself.

[00:07:53] Joyce Tsang: And you can't blame the AI because at the end of the day is still a piece of tool that you have to check.

[00:07:58] Joyce Tsang: So with all the facts and the ideas and the information that's in there, I would say if you want to test around with tools, definitely be prepared in testing something that you already know, don't jump over the fence and try something that's like, oh, I'm told to write something medical.

[00:08:12] Joyce Tsang: Or I'm told to write something that's out of my expertise, and I want to try AI.

[00:08:17] Joyce Tsang: That's a little bit more riskier because they tend to when they're gathering information online, they're not reading it as a human being.

[00:08:25] Joyce Tsang: So there might be confusions.

[00:08:27] Joyce Tsang: They're taking stuff from sources that might not be correct.

[00:08:30] Joyce Tsang: So that's really up to us to gatekeep as well.

[00:08:33] Jess Bahr: Got you.

[00:08:35] Jess Bahr: When you say it, it makes sense.

[00:08:38] Jess Bahr: I'm sure there are people who are just going to yolo it and be like, Blah.

[00:08:43] Jess Bahr: I can't think of a good example as I say that there's so many tools out there now.

[00:08:48] Jess Bahr: It's like the rise of tools.

[00:08:51] Jess Bahr: I got actually an outbound sales sequence the other day from I put it on my LinkedIn.

[00:08:58] Jess Bahr: I can't remember the name of the company, but it was Aigenerate outbound sequencing.

[00:09:03] Jess Bahr: And their whole thing was that they would write your copy for you and explain perfectly.

[00:09:08] Jess Bahr: And I got the email and it was just, hey, Jess, and completely blank.

[00:09:11] Joyce Tsang: Yeah.

[00:09:12] Jess Bahr: So clearly there's like two.

[00:09:14] Jess Bahr: Yeah.

[00:09:15] The Latest AI Tools for Marketers: A Conversation with Joyce Tsang

[00:09:15] Jess Bahr: Do you have favorite tools?

[00:09:16] Jess Bahr: Are there ones that you think are more like entry, user friendly ones that are more advanced?

[00:09:22] Joyce Tsang: Personally speaking, I think I need to break a really interesting news for you as well.

[00:09:27] Joyce Tsang: Where I'm based in Hong Kong, we cannot access chat GPT.

[00:09:32] Jess Bahr: Wait, why?

[00:09:34] Joyce Tsang: I have no, but it's kind of the same thing.

[00:09:39] Joyce Tsang: We cannot access TikTok either.

[00:09:41] Joyce Tsang: So we don't have TikTok here in Hong Kong.

[00:09:43] Joyce Tsang: Maybe I would assume that they're going to open it up to Hong Kong very soon, but at the moment we can't.

[00:09:49] Joyce Tsang: So that's why it has forced me to work with a lot of other tools, trying to really play around with it, because I've been catching up on how people are using Chat Gbt.

[00:10:00] Joyce Tsang: And I get it.

[00:10:01] Joyce Tsang: I understand the whole framework and how it works, but I needed to find alternatives like you mentioned.

[00:10:07] Joyce Tsang: So I've tried and work with things like what is called R-Y-T-R.

[00:10:12] Joyce Tsang: So it's pronounced Writer, which I also use.

[00:10:16] Joyce Tsang: And then there's other ones called Smartwriter AI, which is something that I've used.

[00:10:21] Joyce Tsang: That one, if I haven't remembered incorrectly, is one that generates AI LinkedIn outreach messages for you.

[00:10:31] Joyce Tsang: So what it does is it goes through different people's LinkedIn accounts.

[00:10:35] Joyce Tsang: And what's smart about it is that it actually checks for different things that your old LinkedIn account profile has in common with the person you're trying to outreach.

[00:10:45] Joyce Tsang: So let's just say for example, I'm Joyce and I used to study in Canada and let's just I'm making this up.

[00:10:51] Joyce Tsang: Let's just say, Jess, you also studied in Canada and we both have that in our LinkedIn profile.

[00:10:55] Joyce Tsang: And once you actually activate that AI, it will pick up that we both studied at the same location and it would generate a copy of email of a message sorry, messaging outreach that you can send to that person.

[00:11:09] Joyce Tsang: It will appear to be highly personalized because it would say something like, jess, I've noticed that we study in the same area.

[00:11:16] Joyce Tsang: Have you been back in Canada lately?

[00:11:18] Joyce Tsang: Or something like that.

[00:11:19] Jess Bahr: Oh my God.

[00:11:19] Jess Bahr: Joyce, send me your affiliate link.

[00:11:21] Jess Bahr: I am signing up after this call.

[00:11:25] Joyce Tsang: Yeah, definitely.

[00:11:26] Joyce Tsang: There are those really crazy stuff that's happening and I think it's just there's a lot of testing and learning about that.

[00:11:33] Joyce Tsang: So that's one of the things that I've seen being very impressive.

[00:11:35] Joyce Tsang: And also I've been recently approached by Writer Sen, so I'm not selling anything, by the way.

[00:11:42] Joyce Tsang: But they've approached me to engage in their webinars as well, where we'll talk about AI.

[00:11:47] Joyce Tsang: And they are also devising this really amazing tool where you can actually do what I've mentioned, where you can plug in a paragraph and it will write the next sentence or it will write the next paragraph for you based on whatever you have.

[00:12:00] Joyce Tsang: So there's a lot of just upcoming new thing that's happening every single day.

[00:12:05] Joyce Tsang: And I think that's the thing that's really if people think that adopting AI is stressing them out for marketers like ourselves, I think the stressing out is testing out all these tools because they're changing every single day.

[00:12:16] Jess Bahr: What I like about tools, like you mentioned, Smart Writer, is I think it makes it easy to do the things that you should do.

[00:12:27] Jess Bahr: If you're connecting with someone on LinkedIn, you want to grow your network, you should reach out with a personalized message.

[00:12:34] Jess Bahr: You should make that connection because it also opens the door for like, oh my God, we have this in common, let's get on a call and talk about it.

[00:12:41] Jess Bahr: You should do those things.

[00:12:43] Jess Bahr: And I feel like AI is making you doing the polite courteous right things easier be it it's automated with it.

[00:12:52] Jess Bahr: But I think that's really yeah, those very niche use cases I think are very exciting because they take the think work out of having to decide how you're going to use it.

[00:13:04] Jess Bahr: They guide you down a very specific experience.

[00:13:06] Joyce Tsang: Yes, definitely.

[00:13:08] Jess Bahr: We'll link all these platforms in the show notes below.

[00:13:11] Jess Bahr: So don't worry, we'll have links.

[00:13:15] Jess Bahr: Go check them out.

[00:13:16] Joyce Tsang: Yes, I'll definitely throw in some extras afterwards as well.

[00:13:19] Joyce Tsang: I've been testing out way too many of them.

[00:13:21] The Resurgence of Writing in the Age of AI

[00:13:21] Joyce Tsang: I just want to pick up on one of the things that you've just mentioned as well.

[00:13:24] Joyce Tsang: I read somewhere it's that probably maybe in five years ago or so, people think that writing is not valuable.

[00:13:32] Joyce Tsang: People don't want to treasure writing anymore, especially text based content.

[00:13:37] Joyce Tsang: Everybody's like, we should do videos, we should do graphics, we should do infographics, all that kind of stuff.

[00:13:42] Joyce Tsang: And what's interesting is that with the rise of AI, people are trying to bring back value in text.

[00:13:48] Joyce Tsang: Look at all these people trying to generate text based information.

[00:13:52] Jess Bahr: Now that's so interesting.

[00:13:54] Jess Bahr: We had a gentleman on the podcast who talked about on LinkedIn, and I've seen this firsthand for a long time because we always hear video rules, use video, video, video.

[00:14:05] Jess Bahr: But text still does very well.

[00:14:07] Jess Bahr: Text and images do well on a lot of the social platforms.

[00:14:11] Jess Bahr: On LinkedIn, text heavy ads do better than video ads quite often.

[00:14:16] Jess Bahr: And there has been this, I think, push it's a conspiracy theory.

[00:14:21] Jess Bahr: I don't know what the Illuminati is doing, but there has been this push towards video when really there is such a spot for text.

[00:14:28] Jess Bahr: Especially when you have tools that allow you to instantly translate things so that you can use Google on your if you're using a Chrome browser, Google will translate a page for you with it.

[00:14:39] Jess Bahr: It's very interesting.

[00:14:40] Jess Bahr: I had an employee for a while.

[00:14:42] Jess Bahr: I don't know if he'll see this, but he would probably laugh if he does see this.

[00:14:46] Jess Bahr: I think he like loki hates marketing, but he's a writer in marketing because his background is very much, I think, more academic.

[00:14:56] Jess Bahr: And so his stance was always, marketing has bastardized writing and turned this art into this commoditized thing that doesn't matter.

[00:15:07] Jess Bahr: And it's because it's difficult to make money as just a pure writer these days.

[00:15:11] Jess Bahr: And so you almost have to go into marketing to make money.

[00:15:15] Jess Bahr: So I find it very poetic that AI could be the thing that initiates the resurgence of writing and writing as not a commoditized art, but an actual thing that people are willing to pay more for good writing and good content.

[00:15:29] Jess Bahr: Definitely content marketing right, has been on the rise for quite a while.

[00:15:33] Jess Bahr: I can't think content marketing out thinking J Bear and everything that convince and convert, connect and convert something with a.

[00:15:42] Joyce Tsang: Lot of C.

[00:15:43] Joyce Tsang: Yeah, I remember that as well.

[00:15:44] Joyce Tsang: Something convert.

[00:15:45] Joyce Tsang: Yeah.

[00:15:45] Jess Bahr: Marketing factory on that side.

[00:15:48] Jess Bahr: Yeah, that's very interesting.

[00:15:50] Joyce Tsang: I think that's definitely something that we have to keep ourselves posted as well.

[00:15:54] Joyce Tsang: I mean, I'm not a fan and I don't support the whole idea that people are goldfish and we have no attention span, all that.

[00:16:00] Joyce Tsang: I would call it BS during those years.

[00:16:03] Joyce Tsang: We can't read at the end of the day, I do agree to a certain extent of what your employee has said, right?

[00:16:09] Joyce Tsang: It has been commoditized and it does feel like unless you know things like SEO, unless you know how to set out your blogs properly.

[00:16:18] Joyce Tsang: Your writing skill seems like it's not as valuable as it should be.

[00:16:23] The Importance of Storytelling in Content Marketing

[00:16:23] Joyce Tsang: Now, however, the thing is, when it comes to writing, especially in the sense of content marketing, it's all about storytelling.

[00:16:31] Joyce Tsang: And that's the main thing that people are overseeing, because they get so caught up in what we call the shiny objects, of ranking, of hooking people in, of getting all these stuff done.

[00:16:44] Joyce Tsang: Now, of course, if you were to ask me, it's a balance, but if I were to only be able to choose one, I'll definitely pick storytelling.

[00:16:52] Joyce Tsang: Because what I believe is if you're writing a good story, it can travel miles.

[00:16:57] Joyce Tsang: A lot of people remember and recall you just by that.

[00:17:00] Joyce Tsang: Now, if you didn't have the storytelling and you had very high ranking, your average time spent, if we're going to dissect this scientifically, your average time spent is going to be very low.

[00:17:10] Joyce Tsang: Despite you might be leashing a lot of people, there might be a lot of traffic coming into your website.

[00:17:14] Joyce Tsang: So the goal here should really be the storytelling aspect, which is what the employee should focus on.

[00:17:21] Joyce Tsang: Shouldn't get caught up in all these things and feel like he's undervalued for his writing skills.

[00:17:27] Joyce Tsang: There's definitely that art part in it.

[00:17:29] Joyce Tsang: Still, it's just up to you as to how you want to present your story and how you're able to strategically position yourself so that you're not really competing with people like SEO writers and especially copywriters.

[00:17:42] Joyce Tsang: Don't put yourself in that box because you're just making yourself feel miserable because you're not writing the same things.

[00:17:49] Joyce Tsang: At the end of the day, it's a very different writing style.

[00:17:52] Jess Bahr: This is what I think a lot of SEO firms get wrong.

[00:17:54] Jess Bahr: And I've worked with SEO content firms before, and they will write content that ranks really well, but it's not human readable.

[00:18:01] Jess Bahr: It doesn't convert.

[00:18:02] Jess Bahr: So fantastic.

[00:18:03] Jess Bahr: You now have the top spot on Google for a page that doesn't make any human sense.

[00:18:07] Jess Bahr: So now we need to start putting in calls to action to get people off that page.

[00:18:10] Jess Bahr: Because if they try and read the whole thing, they're going to hate us.

[00:18:13] Jess Bahr: If you write content well and your content is valuable, google wants to reward you for it.

[00:18:19] Jess Bahr: And people try, and they try and shortcut over that side of developing the actual narrative and the messaging and what is the value of it.

[00:18:28] Jess Bahr: They want to shortcut it, so they go straight to writing SEO content.

[00:18:31] Jess Bahr: But really like SEO and ranking well in SEO is the outcome of doing good content, definitely.

[00:18:38] Jess Bahr: And there's so many people, they just skip it.

[00:18:41] Jess Bahr: They just skip it.

[00:18:42] Jess Bahr: We need to rank for this keyword.

[00:18:44] Jess Bahr: And so now we know that Google, they don't just value that keyword, they want us to use related keywords and phrases.

[00:18:50] Jess Bahr: So here's everything we need to put in.

[00:18:52] Jess Bahr: And so I'm sure there is an AI tool out there that you just put in your keyword and it goes and finds your supporting keywords for you and writes everything for you.

[00:19:02] Jess Bahr: And it's probably going to rank really well because it's an algorithm writing content for an algorithm.

[00:19:08] Jess Bahr: And SEO writers have turned into algorithms writing content for machines instead of being humans writing content for human consumption.

[00:19:16] Joyce Tsang: 100%.

[00:19:17] Joyce Tsang: 100%.

[00:19:18] Jess Bahr: My biggest pain point.

[00:19:20] Joyce Tsang: Yes, and I hear you.

[00:19:22] Joyce Tsang: I completely understand that as well.

[00:19:23] Joyce Tsang: I think the thing is, when you're trying to write to rank, you're missing the whole point of what SEO truly is.

[00:19:29] Joyce Tsang: It's an optimization tool.

[00:19:31] Joyce Tsang: If you were to ask me, it's not the source of your content.

[00:19:34] Joyce Tsang: It shouldn't be.

[00:19:35] Joyce Tsang: It should be the optimization tool.

[00:19:37] Joyce Tsang: So you should start off with the understanding of your target audiences, create valuable content that is geared for them, and get it out there before you actually think about how you can optimize it to better reach people.

[00:19:49] Joyce Tsang: That's a distribution thing.

[00:19:50] Joyce Tsang: If you were to ask me, SEO is not a content thing.

[00:19:53] Joyce Tsang: SEO is a distribution thing.

[00:19:54] Joyce Tsang: And I'm not saying that it's not powerful.

[00:19:56] Joyce Tsang: It's definitely very useful.

[00:19:58] Joyce Tsang: But down the line, even if, let's just say, even if SEO agencies get it right, and they're still creating content that's up on the Serbs, and that's getting traffic to go in very, very soon.

[00:20:09] Joyce Tsang: Once AI really starts kicking in and people start searching using AI, then you'll know that the priorities have completely changed.

[00:20:16] Joyce Tsang: And it's really a wake up call for a lot of people because the AI is not looking through for the short listed answers based on keywords.

[00:20:24] Joyce Tsang: They're looking it based on how valuable their algorithm or whatever tool that they decide to use.

[00:20:31] Joyce Tsang: Then on is for consolidating the answer on the sidebar where a lot of people will read later on.

[00:20:38] Joyce Tsang: So at the end of the day, it's a whole game changer.

[00:20:41] Joyce Tsang: Maybe people are feeling panicked about it, but for myself, I think it's a great thing because it's really shining back to the valuable content and how valuable it is for you to invest into quality content.

[00:20:52] Joyce Tsang: Because SEO, then if you were to ask me, it's not as important anymore.

[00:20:57] Joyce Tsang: Yeah, that's my take at least.

[00:21:00] Jess Bahr: I love an algorithm change.

[00:21:01] Jess Bahr: I love something that comes in and disrupts tactics.

[00:21:04] Jess Bahr: Because tactics don't solve.

[00:21:06] Jess Bahr: You lacking strategy.

[00:21:08] Jess Bahr: You can have phenomenal SEO, but if you don't have an actual strategy behind it, you're not going to convert anyone coming to your site.

[00:21:15] Jess Bahr: You're going to have insanely high bounce rates.

[00:21:17] Jess Bahr: No one is going to care.

[00:21:18] Jess Bahr: Like traffic doesn't solve your problems.

[00:21:21] Jess Bahr: The same thing that pipeline does not solve your sales problems.

[00:21:25] Jess Bahr: Right?

[00:21:26] Jess Bahr: It doesn't solve everything.

[00:21:29] Jess Bahr: I love disruptive tech.

[00:21:30] Jess Bahr: I love algorithm changes because I think it weeds out the people who have just gotten by on shiny objects and leaning into it for so long.

[00:21:39] The Importance of Good Content in Advertisements

[00:21:39] Jess Bahr: And you mentioned earlier that I think there's a narrative that's being pushed by a lot of platforms.

[00:21:47] Jess Bahr: And again, illuminati, I don't know why.

[00:21:49] Jess Bahr: And part of it is that video, you know, video, and we have short attention spans and everything needs to be short form.

[00:21:54] Jess Bahr: Short form, short form.

[00:21:56] Jess Bahr: Good content gets engagement.

[00:21:58] Jess Bahr: I watched a 40 minutes Land Rover ad once and I didn't know it was an ad.

[00:22:02] Jess Bahr: I was so mad at the end.

[00:22:04] Jess Bahr: But it was a really engaging story.

[00:22:06] Jess Bahr: I thought I was watching like, a Jason Momoa bio.

[00:22:09] Jess Bahr: No, it was a carhart ad.

[00:22:12] Jess Bahr: Good storytelling, good content will keep you engaged.

[00:22:16] Joyce Tsang: Definitely.

[00:22:18] Joyce Tsang: Yeah.

[00:22:20] Joyce Tsang: I think there's a lot of confusion as well when it comes to advertisements.

[00:22:23] Joyce Tsang: People kind of box it in and think that advertisements are supposed to be boring, they're supposed to be hard sell, they're supposed to be something that you block out.

[00:22:32] Joyce Tsang: Now, definitely there's a lot of those in the market because, like you said, people are just taking the shortcut and trying to get the sales through the door, which is not going to happen.

[00:22:40] Joyce Tsang: However, when it comes to things like content marketing and creating these content for ads, there's really no conflict.

[00:22:45] Joyce Tsang: It doesn't mean that I'm running an ad and I can't be creative in telling a story with it and really pushing the boundaries, making it as long as 40 minutes.

[00:22:53] Joyce Tsang: There's none of that.

[00:22:54] Joyce Tsang: I think there's a misconception everybody has as well.

[00:22:56] Joyce Tsang: When they're thinking about content marketing, they're always thinking about, oh, organic, slow, weak traffic that doesn't really showcase results soon, and all that kind of stuff.

[00:23:06] Joyce Tsang: And then when they think ads is like immediate sales comes through the door.

[00:23:10] Joyce Tsang: Conversions.

[00:23:10] Joyce Tsang: No, I'm here to tell you, they both work hand in hand.

[00:23:13] Joyce Tsang: Again, advertisement, if you were to ask me, of course, the formatting and structure is different, but at the end of the day, it's still a distribution channel for content.

[00:23:22] Joyce Tsang: It's all content.

[00:23:23] Joyce Tsang: It depends on where you distribute it, whether as organic or as paid or as a TV ad or as a billboard.

[00:23:29] Joyce Tsang: It really doesn't matter.

[00:23:30] Joyce Tsang: It's still the content.

[00:23:31] Joyce Tsang: And the goal here is to make good content.

[00:23:35] Jess Bahr: Yeah, I agree.

[00:23:36] Discussing the Potential Impact of AI on Personal Branding

[00:23:36] Jess Bahr: Quick wrapping.

[00:23:38] Jess Bahr: Little point to talk about.

[00:23:40] Jess Bahr: I don't know.

[00:23:41] Jess Bahr: This is seguing so weird.

[00:23:43] Jess Bahr: You mentioned search on AI, so I have a friend, Mark Schaefer, he's a marketing writer speaker.

[00:23:50] Jess Bahr: He booked his first speaking slot from someone who found him searching on AI.

[00:23:57] Jess Bahr: Right, that gets me like, what's our AI search engine coming and how do I get ranked on it?

[00:24:03] Jess Bahr: That's what I'm excited for.

[00:24:05] Jess Bahr: That's what I want to know.

[00:24:06] Jess Bahr: Because when I ask Chat Gbt who I am, they don't know who I am.

[00:24:10] Jess Bahr: And it made me a little sad.

[00:24:12] Joyce Tsang: I'm going to be honest.

[00:24:12] Jess Bahr: It hurt a little bit.

[00:24:13] Jess Bahr: Hurt a little bit that I don't exist.

[00:24:16] Joyce Tsang: Apparently, I can only take educated assumptions because I'm not in that field.

[00:24:21] Joyce Tsang: However, what I've done just previously just a few days ago is I really tried and create a long form blog based predominantly just on AI generated text.

[00:24:31] Joyce Tsang: I want to see how it would do on a very, very long form of blog.

[00:24:35] Joyce Tsang: And I asked it for personal branding insights.

[00:24:38] Joyce Tsang: So what is a personal brand?

[00:24:40] Joyce Tsang: How do you do personal branding?

[00:24:41] Joyce Tsang: How do you do personal branding?

[00:24:43] Joyce Tsang: On LinkedIn Questions, that has been proven to have a high search as a long tail keyword online.

[00:24:48] Joyce Tsang: I just threw it in and see what it would spit out.

[00:24:50] Joyce Tsang: Now, I think one of the very interesting thing is that it does know how to quote.

[00:24:54] Joyce Tsang: So it takes quotes from people who have mentioned things like that, which landed me into researching me, these people, because I wanted to figure out if these people are legit or not.

[00:25:03] Joyce Tsang: Right now, to be very frank and honest with you, some of them are not very legit.

[00:25:08] Joyce Tsang: It just kind of came from a blank looking website.

[00:25:10] Joyce Tsang: However, I guess that would be one of the ways to get your name out there when it comes to searching or using AI to compile content.

[00:25:17] Joyce Tsang: Because they need to look for what they regard as credible in order to support whatever they have compiled as an answer to your question.

[00:25:26] Joyce Tsang: So I guess quoting is something that's interesting as well.

[00:25:29] Joyce Tsang: And if we were to think about it, guest postings, writing your own blog, having your name there might make a difference in the long run.

[00:25:37] Joyce Tsang: Because when they're trying to look for quotes to support whatever they're trying to say, perhaps they'll land on you.

[00:25:42] Joyce Tsang: Even if your serp is not ranking very high, or even if your SEO is not targeting at that specific keyword, they're really trying to get that kind of credible source because they can't make it up.

[00:25:54] Joyce Tsang: At the end of the day, they still need to find it.

[00:25:56] Joyce Tsang: So maybe that's one way.

[00:25:57] Joyce Tsang: But then again, it's just my assumption based on some of the experiments that I've conducted with AI tools.

[00:26:04] Jess Bahr: What are you most excited for with AI?

[00:26:07] Joyce Tsang: I'm excited to see how much improvement people are going to make based on asking questions.

[00:26:13] Joyce Tsang: So that's one thing that I'm really thinking about, right?

[00:26:16] Joyce Tsang: Because right now what you can tell is when I looked at that presentation of Bing and Chat Jbt and OpenAI, they mentioned that people are dumbing down their questions nowadays when we're going through search engines because we know naturally that they can't answer us, so therefore we're dumbing it down.

[00:26:32] Joyce Tsang: Now that has become a habit.

[00:26:34] Joyce Tsang: So if you think about it, like today, I'm looking for a cream baked chicken recipe for my husband.

[00:26:40] Joyce Tsang: I just write cream baked chicken recipe, nothing more, nothing less, because I just want that recipe.

[00:26:45] Joyce Tsang: But imagine once we actually have that boundary open and have an AI that understands our questions, I'm not going to be asking that question anymore.

[00:26:53] Joyce Tsang: I'm going to be.

[00:26:54] Joyce Tsang: Asking.

[00:26:54] Joyce Tsang: I have chicken in my fridge.

[00:26:55] Joyce Tsang: What can I make for my husband tonight?

[00:26:57] Joyce Tsang: Right then you would see people really shifting in the way they ask questions.

[00:27:01] Joyce Tsang: And hopefully people will improve in asking questions, which actually, at the end of the day, I believe benefits marketers like us.

[00:27:07] Joyce Tsang: Because once they know what questions they should be asking, then we know how to answer them better as well.

[00:27:12] Joyce Tsang: Based on creating content right now, there is definitely a gap.

[00:27:16] Joyce Tsang: I don't know if you notice, but when clients come in or if your boss or whoever you're working with, they're asking you a question, but they're not really asking you that questions like, I want to blah, blah.

[00:27:25] Joyce Tsang: And you're like, okay, then you do this, but it's not this, then you realize it's the questioning problem.

[00:27:31] Joyce Tsang: You're not asking the right question.

[00:27:33] Joyce Tsang: That's why I can't give you the right answer, because we've been so used to asking questions a certain way.

[00:27:37] Joyce Tsang: So that's something that I really look forward into and seeing the improvement in human beings after.