The generative AI revolution is everywhere and, as hundreds of product options flood our screen, it can be a challenge to find the diamonds in the rough. That’s why we’ve put together this roadmap to improve your marketing game in 2023. From old-fashioned homework to state-of-the art AI video editing software, we’ll show you the nine rules to maximize your marketing output this year.
Rule 1: Identify your target audience, and where to find them.
Just because you’re dabbling with AI tools doesn’t mean you’re absolved from doing your basic homework. Your marketing strategy should always start with identifying your target audience, and figuring out the best place to spend your marketing dollars.
Each brand has an ‘ideal’ customer. Yours might be a high flying business exec hanging out in the C-suite, or conversely a tween giggling with her friends at the mall. The point is, these two audiences are not going to be occupying the same online spaces and need distinct marketing strategies. Let’s take a look at the latest data from Hubspot to learn more:
- For your C-suites and your ambitious corporate climbers, LinkedIn is where it’s at. In fact, 89% of B2B marketers use the platform to get their leads. High income earners and decision-makers spend more of their hard earned cash on LinkedIn than on any other platform.
- Gen X and the Boomers are still dominated by Facebook, but they’re increasingly turning to other platforms like YouTube to make purchasing decisions.
- You’ll also find business savvy Millennials on LinkedIn clutching their phone and scrolling, but as a whole they prefer Instagram and Youtube, and the ROI can be huge.
- The new kids on the block are, unsurprisingly, the most tech-reliant. Gen Z prefer to use social media for a whopping 97% of their online purchases. The social channels you’ll most likely find them on are TikTok, Instagram and Snapchat.
You’ll likely want to spend the bulk of your marketing budget on the social platforms that your ideal clients are on. But that’s only the first step in the journey.
Rule 2: Figure out what format works best.
The second rule is to see what type of content your audience likes to consume, and here there’s more homogeneity. In fact in 2023, 85% of consumers across the board prefer to consume their content in video form. Wyzowl’s research shows that 88% of viewers have bought at least one product after watching a video. Short form, shareable and mobile friendly works best. For example, research from Hootsuite showed that videos under 60 seconds lead to the best results. Why? Because a lot of viewers scroll by after that point. If your CTA is five minutes in, your chances of getting a successful conversion decrease dramatically.
Rule 3: Combine manmade content with AI video editing to create a killer story.
So, you have the right platform(s) for your target audience and you’re going to be all across short-form video content. But the problem is, so is everyone else. To stand out from the millions of videos uploaded daily, your content has to be high-quality, engaging, and tell a story.
With the rise of AI video editing software, there can be a temptation to just upload robotic sounding text to speech or employ unnatural AI avatars to make huge quantities of quick and cheap content. While AI can be a huge help, it’s important that the tool you select doesn’t detract from the viewer experience. For example, software that can automatically divide up your existing (human-generated) long-form videos into short-form content can create a far more natural and effective result – while also saving you time and money in video editing costs.
Rule Four: Generate 4x the leads by satisfying the social media beast.
Everyone knows that quality matters, but so does quantity. That’s why marketing calendars and regular posting are so important. Daily posting creates visibility, and can generate as much as 4x the leads of merely posting once a week. Consistent content generates exponential growth. However, it can be a daily grind for your marketing team to keep on producing new and engaging content for your audience. The good news is that you don’t have to. In fact, it’s more than likely that you have an existing stockpile of quality short-form content hidden under other guises. If your company has been around for a few years you would have experienced the boom of Zoom….and webinars….and online conferences…and keynote addresses….and e-learning….and…you get the picture. The point is, all of these long-form recordings can each contain dozens of short-form content pieces.
Rule Five: Utilize AI video editing software to reuse, repurpose and upcycle your existing content.
You’re probably thinking that rewatching all those long-form recordings, marking down timestamps, storyboarding and sending to a video editor would be tedious work, and you would be absolutely right. But here, AI video editing really comes into its own. There are some remarkable AI software companies that can do all this for you. Take GlossAi whose smart AI content generator can instantly convert any one long-form video into a multitude of short videos, reels, carousels and more. You just drag and drop your video file into the GlossAi system and within minutes you’ll have dozens of different options. They even have an easy-to-use inbuilt editor if you want to tweak things a little. Just by using their AI video editing software you can save hours of time and thousands of dollars, instantly.
Furthermore, If your company routinely hosts webinars, online lectures, or other recorded events you can plan this into your future content creation as well. For each long-form recording session bank on AI generating a bunch of instantly usable content for your social media platforms and advertising.
Rule Six: Keep your entire audience in the loop by making your videos inclusive.
In 2023, your videos should be inclusive. This means that they should have good-quality and accurate subtitles that will enable all viewers to watch and enjoy. Catering for people who are differently abled or from a variety of cultural or linguistic backgrounds is essential. Additionally, people are now glued to their phones, including in traditionally quiet places – on the train, on the bus, and even in bed. According to Verizon, 92% of mobile viewers prefer content without audio, and this stat is backed up by Meta who revealed that 85% of videos on their platform are viewed without sound. For these reasons, professional content should have professional-level subtitles. Again AI editing comes to the rescue. GlossAi’s auto generated subtitles are the most accurate in the world so you never have to worry about an embarrassing subtitle faux pas again.
Rule Seven: Mix it up! Variety is the spice of life.
We’ve spent all this time telling you that short-form video content is key, and it is. However, this doesn’t mean that other content forms don’t hold value. Diversifying your content truly maximizes differing audience interests and may appeal to people at different stages of your marketing funnel. For example, if you sell SaaS a short-video might pique someone’s interest, but they may want to read more about it in an e-Book or blog post before committing. Written content is still a great SEO driver and landing pages are a fabulous way to get contact forms filled out. This type of content can help establish you as a thought leader, as can the carefully crafted wording of your emails, social media posts, and still images.
The downside is that producing all this content is time-consuming, and outsourcing can be costly. However, GlossAi’s online editor does more than just convert videos from long-form to short; it also auto-generates them into blog posts, e-books, summaries, short tutorials and even podcasts.
Rule Nine: Keep your humanity, maximize your rankings.
Play to your strengths as a human. Your AI editing tool can do many things but it’s only as good as what you put in. Tools like GlossAi are very different to other AI software options that merely respond to a prompt; prompt-driven AI tools produce output written in a prescribed, stilted fashion. Rather than helping sites rank higher, this type of auto-generated AI content often negatively impacts a site’s SEO rankings. Utilizing these tools could make your site harder to find, not easier. In contrast, GlossAi is taking the actual words (as uttered by a real human being) from your long-form video and just condensing it down into different formats. Higher search rankings. Happy days.
Rule Ten: Embrace efficiency, make AI video editing your friend, not foe.
There’s been a lot of online fear-mongering about the capacity of AI to replace creatives, editors and content writers. The truth is, however, that selecting the right AI content editing tool can enhance your team’s output, bring unruly workloads back under control, and be a partner in creating high-quality content at scale. That way you can get the best value out of your existing team while bringing significant additional content output to your business. By taking on an AI video editing partner, there’s nothing to lose and everything to gain.
GlossAi has been trusted by leading global brands including Kaltura, eToro, AT&T and more. To see how this solution can work for your marketing team, you can sign up to convert three hours of your long-form content for free! Click here or email us to find out more.
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