Ep. 63: Implementing AI to Create Campaign Content in 30 Minutes | Guest Expert: Nathan Schlaffer

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Get ready to revolutionize your content marketing as we unveil how to whip up a campaign draft in under half an hour. Our chat with Nathan Schlaffer of Marketing Mate AI is a gold mine, brimming with strategies for short-cutting the traditional content creation process by homing in on your offer's unique angle and the promise it holds for customers. Together, we dissect the four C's of content marketing – core, campaign, collab, and curated – and share a blueprint for mind mapping that'll pinpoint your customer's pain points, anticipate their objections, and craft a journey that leads straight to your sales funnel.

As we navigate the world of artificial intelligence, you won't want to miss the insights we've harvested on how MarketMadeAI is a game-changer for small businesses aiming to punch above their weight. We outline a four-step AI-powered marketing strategy starting from a laser-focused customer avatar and culminate in content that not only resonates but also converts. Plus, we'll give you a sneak peek into the future of AI content generation – think customized tone of voice, video, audio creations, and brand design integration – while sharing personal experiences with the quirks of AI-generated visuals. This episode isn't just about keeping up; it's about staying ahead.

Meet Nathan:

Nathan has a decade of experience as a B2B marketer for technology and SaaS companies. He loves empowering teams to achieve revenue goals with innovative AI-driven solutions. As the Founder and CEO of MarketMate AI, he helps small businesses streamline content marketing and sales enablement. Our mission is to align B2B sales and marketing through user-friendly generative AI solutions, unlocking revenue growth with fewer resources.

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Transcript

Speaker 1: 0:00

Messaging needs to come right at the top. It comes over content marketing. It's the parent to content marketing, because you need to know what. What is your angle? What value are you providing and like? What transformation are you providing through your offer or your product?

Speaker 1: 0:22

I have talked before about the four C's of content marketing and I'll just give you a little recap E, just in case you forgot. But we have core content, which is like a podcast or a YouTube show. We have campaign content, which is centered around an offer and you batch, create all of the content around that offer at the same time. We have collab content, which would be like a webinar swap or a newsletter swap. And then we have curated content, which would be like a curated podcast list on a niche topic. Well, today we're talking about campaign content and how you can create it in bump, bump, bump less than 30 minutes, at least the draft. So I recommend, when you are doing campaign content, to go some place a little different where you can get your creative juices flowing. This would be like a co-working space, a cafe, maybe you even rent a hotel for the day and you go there and you start mind mapping what people need to know about this offer? What objections are going to come up? What triggers people to need this offer? What transformation can people expect? What pain points are they dealing with when they start looking at this offer and then start ideating what kind of content would make sense to move people through the sales funnel from discovering the software exists to being ready to buy, and you just dig in and you create all the content at one time. But after I spoke with Nathan Schlafer, the creator of Marketing Mate AI, I learned that you can do the first draft in just 30 minutes. That is right, and it does it exactly the way I recommend. It starts with your offer and your customer your target customer looking at all their pain points, and then it drafts it for you. Imagine how much time you're going to save with a draft that's done in 30 minutes of multiple pieces of content that will drive people forward towards your offer. It's amazing, okay, okay, stay tuned for my talk with Nathan and Azram.

Speaker 1: 2:43

Under this is Sarah Noelle Block and you're listening to Tiny Marketing. Hey there, fellow entrepreneurs and B2B marketers, before we dive back into the conversation, let me introduce you to a game changer in the lead generation arena lead feeder. Now, we all know the struggle of identifying those elusive website visitors and turning them into valuable leads. But what if I told you there's a tool that not only promises but delivers on supercharging your lead generation and sales efforts? Enter lead feeder. Imagine having the power to identify companies visiting your website, track their behavior in real time and seamlessly integrate it all with your CRM.

Speaker 1: 3:28

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Speaker 2: 4:18

Yeah, Sarah, great to be here. Thanks for having me. My name is Nathan, founder of MarketMadeAI. We're a company that helps small businesses automate marketing and personalize content with artificial intelligence.

Speaker 1: 4:32

Yeah, I am stoked about this. I get asked about AI constantly because my whole thing is how to market better with a small team, even like a zero person team, and everyone assumes that I'm anti AI because I am primarily in the content marketing world, but I freaking love AI, so let's dig into this. So you have a tool that it's very tiny marketing in that it's customer avatar centric.

Speaker 2: 5:08

Can you?

Speaker 1: 5:08

walk me through this.

Speaker 2: 5:11

Yes, yeah. So the way it works is basically we start with your audience and I love that example of tiny marketing four step process with the customer avatars, because I think all great content marketing starts with the customer avatar. So we start with your buyer persona. First we teach an AI model who are you targeting? What's their job title, what are their pain points, what motivates them, how do they measure success? And then, in step two, after the AI understands your customer, then we develop messaging. So, as you do as well, we help craft the value proposition and the messaging brief and the positioning, but the AI basically assists in developing that. So it knows your audience, it understands your product and now we're ready for content marketing.

Speaker 2: 6:00

And I think those two steps are missing in a lot of AI tools today is like if you just say, write a blog, but you're like who are you writing to? What makes you unique, what makes you different? So our AI helps personalize content based on those first two steps, so based on your audience, based on your value proposition, and then finally drive sales. Enablement is if you are a single marketer with a group of salespeople or just a small business owner. That's kind of juggling a lot of hats. Having an AI that can help write compelling prospect emails or sales pitches can be really valuable. So our platform is kind of holistic. With those four steps Starting with your buyer persona, then creating your messaging, then personalizing content and then helping with sales enablement we're able to do everything that a B2B business needs on a budget.

Speaker 1: 6:50

Yeah, that's crazy. So that's exactly what I talk about is first, you have to understand that customer persona inside and out, and people are really driven by relieving their pain over gaining something new.

Speaker 2: 7:09

Yes.

Speaker 1: 7:11

Having that pain point, those challenges, at the forefront of the content makes such a big difference, because they're like I don't want to be in this pain anymore. Everyone's a lot more driven by like okay, I have this blister on my foot that I can't stop thinking about every time I move. I'm fixated on it Instead of my feet. Feel fine.

Speaker 2: 7:36

Absolutely, I want to think about it when everything's fine. Yeah, totally Focusing on the pain is really a way to resonate and get people's interest, and what you have to offer I mean, as a small business owner, just resonating with a lot of what you had on your webpage about being strapped for time, not having a lot of resources that's something every small business struggles with. So if you're able to use AI to make life easier, why not?

Speaker 1: 8:06

So let's talk about that a bit. So are we providing the customer avatar to the tool, or does it help develop it?

Speaker 2: 8:16

Great question, so it helps develop it. So basically the way it would work is you would describe your product, and so no prompting. You know, in plain English, like I sell, you know a software as a service solution that does X, and then next you would define your vertical so like what market are you manufacturing, are you Transportation? And then you would define hey, this is a job title and some pain points, and then the AI model creates the persona for you and then remembers it so it can write content for for that same audience later. Yeah, okay.

Speaker 1: 8:48

So that's the first step. It identifies, it creates that customer persona and then, next up, what do we do? Does it help us come up with content ideas? What is the next step in the process?

Speaker 2: 9:03

It does so. So step two is messaging, so it would help you create, like, a value proposition, product positioning and product naming if you still need to name a product, what's a creative name for my solution? Or a brand architecture if you have multiple products or services. So it starts. The next step is create your messaging so we can have a consistent blueprint across all of your marketing channels. And then the third step is content personalization. And to your point about content ideas Market make can help you create the content. So right, a press release. But you can also generate top, middle and bottom of funnel content ideas. So nice. If you're like, hey, I'm brainstorming ideas for my content calendar, you can say here's my persona, generate ideas for me and it generates the content ideas.

Speaker 1: 9:46

I love that. So you touched on something that is so important that I talk about a lot, and that's in the hierarchy of things. Messaging needs to come right at the top. It comes over content marketing. It's the parent to content marketing, because you need to know what. What is your angle, what value are you providing and, like, what transformation are you providing through your offer or your product? And that's so often missed. I think messaging is Is really undervalued. People on the outside Maybe, like probably at the business owner level, where their marketing isn't their world. Yeah, I realize that.

Speaker 2: 10:36

Absolutely one of the biggest misconceptions about marketers is we just do content. There's actually a lot of strategy and critical thinking. It comes before that is like how am I messaging to them, how do I differ than other solutions out there? So I think you're right is like that's the, that's like the foundation is your messaging. And then comes the content, because Because it informs the content and make sure the message is resonating with your audience.

Speaker 1: 11:01

Exactly exactly. That's how like my core offer is a strategic story and that's exactly like what you describe. It is exactly the format in which I do it. It's Customer interviews and avatar first amazing and then messaging, and then content and marketing strategy. How do we get people to actually see all of the content, all of those pieces of it? That's?

Speaker 2: 11:28

great.

Speaker 1: 11:28

Okay, so we have the customer avatar, we have the messaging strategy, then we get into content ideation. Yes, and now? How does it help us create the content?

Speaker 2: 11:43

Yeah, great idea. So let's use that example with your conan idea generator earlier. So the AI will generate a few ideas for top of funnel, a few ideas for middle on a few ideas for bottom and for those audience members that are maybe new to marketing right top of funnel is your awareness content. Middle funnel is your Consideration content maybe you're comparing options and then bottom of funnel is more product-centric called action. You know, visit our websites and our webinar.

Speaker 2: 12:10

So the AI generates these ideas and then, if you like some of them, you press the buttons as I like these ideas, write them for me, and they can create a content package for your marketing campaign. So it's pretty curated in a way that, like Chat GBT, you have to think of the idea, then you have to refine it and then you have to with market mate. You don't have to do any prompting, you just press a button that says generate ideas and then you select what ideas you want and then it writes them for you. So it's a much more curated experience. I'd say, then, traditional content marketing.

Speaker 1: 12:40

So I have this four C's framework that I walk people through, but the second one is campaign content.

Speaker 2: 12:50

That's like we do aligns so well.

Speaker 1: 12:54

But like sitting down With your offer in mind, and what content do you need to create to drive people to that offer? And this is ideal. Now my question is Tone of voice personality. Are you able to train it to sound like you, or do you need to edit afterwards?

Speaker 2: 13:13

Great question. So we have that content ideas tool. Right above it We've got content developer, where you can tailor like tone of voice for a particular content type. You can say, hey, here's what I'm promoting or the purpose of the piece. You can even add context about your audience. You can drop down. There's a drop down menu and you pick your persona, so I'll drop in your persona. So that's basically how it works, is you can tailor the tone based on the medium, cause, of course you know, different channels have different tones of voice. Maybe LinkedIn, you're more professional, versus Instagram it's a little different. So having the right tone of voice for the right medium is super important and something it allows for customizing.

Speaker 1: 13:55

Now for customizing it to meet your own brand voice. Is that possible?

Speaker 2: 14:00

Yes, yeah. So just to give you an example, we were working with a marketing agency and they had a specific tone of voice for one of their clients, so what they were able to do and they were based in London, so they had, like an accent as well, so they wanted to make sure it was using the right tone of voice. It's like your propulsion.

Speaker 2: 14:19

So they were able to type in you know, use an English, use English, british English. And then also here are the here's, the tone of a professional down to earth, you know expert, and they're able to tailor their brand tone based on their clients needs and they were able to get good results from that that align closely with their brand tone of voice.

Speaker 1: 14:40

Okay, so for people not familiar with your tool, they might be familiar with Grammarly. In Grammarly that's how you can change your tone of voice on there. As your editing is, I wanna sound friendly, whatever. So you can choose from those prompts, but it's not necessarily training it like feeding it some of the content that was original to you so like meeting, like you know your idiosyncrasy, the little phrases that you say. So those would be edited afterwards.

Speaker 2: 15:12

Absolutely. Yeah, that's a good point. It's like your unique lexicon and like what do you use?

Speaker 1: 15:17

that can be fed afterwards. Yeah, just your unique weirdness.

Speaker 2: 15:20

Yeah, yeah, that can be fed after.

Speaker 1: 15:23

Okay, so we are at the stop where we're creating. We have written content.

Speaker 2: 15:30

Yeah.

Speaker 1: 15:31

And now, looking at video and audio content, is there anything that it touches on that front?

Speaker 2: 15:41

At the moment, no, but we're working on a designer tool that will touch on those as well as the design of ads, so that we're excited for that. It's currently today we focus on content, but in the future we're gonna add design capabilities. Okay.

Speaker 1: 15:58

So yeah, currently it's written content, and then future projects by design you mean like video content.

Speaker 2: 16:08

Yeah, so short video generation from AI image generation. We're working around improving that, because currently, if you use AI tools for image generation, it does great with images but not great with text, if you see some of the outputs of like Dolly or Adobe Firefly. So what we're working on is one that can do the text and the images well. And, yeah, take your brand guidelines, like your primary colors or secondary colors, your fonts, and then is able to tailor. Now that you've approved the content, now let's send it to design and have the AI create a first draft for me. That'll be cool, yeah.

Speaker 1: 16:46

Yeah, I have. I play with all sorts of AI, but I know exactly what you mean with the image generator. It's like if you have anything written in there, it's always wonky, like that seems like it would be the easiest thing to be with AI and it's always wrong. Right, right, and I love that you can make sure your brand colors are included in the imagery too.

Speaker 2: 17:14

That is so important and that's kind of why we're taking our time with that and our goal is to launch it next quarter. But if we can make the design less wonky, like I noticed, it keeps repeating the same person, like if you say photorealistic, or their eyes don't quite look right, your hands are always weird. Exactly, the background is weird.

Speaker 1: 17:37

I tried to side note. I tried to do AI generated headshots just to see cause I was curious how that would be. When I looked like 20 years older than I am, I was like oh, that's insulting. Do I actually look 20 years older than I think I do? But also, my hands were always weird.

Speaker 2: 18:03

Yeah, that's a common issue I noticed is like the hands are weird or it makes you look the wrong age. So yeah, it has ways to go to catch up to the text generation, the content generation quality.

Speaker 1: 18:16

Yes, I can just always spot it. There's someone I follow on LinkedIn who always has images attached to her text posts and I'm like that is AI for sure. That is an AI headshot or an AI you want to stage. That's funny. Okay, so roadmap, we have video, we have design. Am I right in video or did I make that up Because I?

Speaker 2: 18:47

don't remember you actually talking about that, yeah.

Speaker 1: 18:50

Okay, so roadmap, we have video and we have graphic design. So we're looking, we've created our content now. Now it's time to distribute. So what does that look like on your platform?

Speaker 2: 19:03

Yeah, so distribution we typically don't post from MarketMate, so you would use your LinkedIn, your social media or Hootsuite or Sprout Social to post and whatever website developer tools. So we mainly handle the content development at this point.

Speaker 1: 19:20

So they would just copy and paste it to their website and then distribute as normal.

Speaker 2: 19:25

Exactly.

Speaker 1: 19:27

Okay Now, I love a good integration, oh, okay. If I can avoid a zap, I will avoid a zap. Do you have any need of integrations?

Speaker 2: 19:40

We do so. We integrate with Google Drive and SharePoint. The reason we do is a lot of people like to tweak things, especially as marketers or small business owners, so we edit the ability to send documents to Microsoft or to Google so you can edit on the fly and find things.

Speaker 1: 20:00

Yeah, that's always ideal. I'm a Google girl, so I love when I can export it to a Google doc and I can edit it the way I want to edit it. The way I'm used to, and I have all my tools integrated in there that I can use for editing.

Speaker 2: 20:17

Oh cool, yeah, I like that. That way you can use the GramRole or whatever tool you want.

Speaker 1: 20:22

Yeah, exactly, all right. So is there anything that I missed on your platform?

Speaker 2: 20:30

I think you covered it. I would say you know, common use cases of people that are getting started is hey, I have a new website and I need content, or I need I'm just launching this new product and I need messaging, or I need to launch a new campaign, but I'm strapped for resources. I can't have, you know, a full-time marketer, another full-time person, but I want a tool to enable my staff to do more with less. That's really where we come in handy for the small business owner or the marketing manager.

Speaker 1: 21:01

Ok, and how do you have any stories of how small teams have integrated this into their marketing?

Speaker 2: 21:13

I do. There's a person he's the head of marketing at a small startup I think they were Series A, his name is Max at a company called Player Zero, and they had a new, basically product release management software that would help, like product managers, collect feedback from customers and manage their releases in a systematic way, and they had a new product launch. So one of the things we did is we recorded the session that we put on YouTube. We're literally in 30 minutes. We were able to crank out his value proposition, his buyer persona as a VP of product. We were able to crank out campaigns with the content, so a press release, social posts for LinkedIn, facebook, as well as a blog post. In just 30 minutes we were able to do all this stuff and it's incredible.

Speaker 1: 22:02

I need to play with this tool, yeah.

Speaker 2: 22:05

Totally, because, like you, like I would do this manually before. I had tools like this, and part of the reason why we invented this is we were under resource and we're like, hey, I want to be able to rapidly create content for campaigns. I don't want to have to spend days, you know, refining. At least if I can get to the first draft quickly, it could be a game changer. So that's one example of where we use MarketMate to drastically accelerate, you know, content development.

Speaker 1: 22:33

Yes, that's brilliant. I'm glad you brought that up because, going back to the four C's, of content.

Speaker 1: 22:41

When you're creating campaign content, I always recommend you create. You have like a batching day where you go somewhere maybe you get a hotel for the day and you sit down and you just do all of the content around your campaign to get people to your offer. With this, you'd have a first draft in 30 minutes for everything you need to create, yes, and then you can spend that time refining it, figuring out your distribution model and how to create that content funnel to get people to your offer. So this would just save so much time and allow you to take that campaign to the next level because you're spitting out that draft so quick.

Speaker 2: 23:28

Totally yeah. I think you hit the nail on the head is it's like an opportunity. What else can you be doing with your time? Right, you can be strategizing.

Speaker 1: 23:37

Yeah, you get so much more time back to do the strategic work and the connections. Most of my new clients come from partnerships, collaborating. So, you can spend that time connecting with product companies that your client also uses, because it's very likely the clone of that perfect client is also using that technology, so you can get in front of them.

Speaker 2: 24:07

Totally yeah. Invest in business development, grow the business and spend less time doing the manual stuff.

Speaker 1: 24:14

Yeah, yeah, exactly so. Do you have any lead magnets that you want to share or call to actions so people can try out your tool?

Speaker 2: 24:27

Yeah, yeah. So I would love to you know if anyone in your audience would like a demo or a free trial. They can go to our website and submit a demo request. I'd love to have a conversation with them. My website is wwwmarketmateaicom and, yeah, I love helping people solve marketing problems and automate things with AI, and we always try to make it easy and accessible for you. Even if people don't have any AI experience, even if they have little marketing experience, we kind of walk them through how to use the platform to meet their goals.

Speaker 1: 25:06

That's awesome. I'm going to have that in the show notes and I'm going to play with it. I'll tell you that much.

Speaker 2: 25:13

I'm a chronic beta tester.

Speaker 1: 25:17

Okay cool. And how can they find you online if they want to connect with you?

Speaker 2: 25:20

Yeah, so you can connect with me on LinkedIn. We have a page, marketmateai. You can also visit our website, like we said earlier in the show notes, but yeah, anytime, and you can also contact us at info at MarketMateAIcom. So multiple ways to get in touch and would love to continue the conversation.

Speaker 1: 25:40

I'm scanning. I was just scanning to make sure I had your links. Yep, I have the links to LinkedIn and YouTube. I'll make sure to share those in the show notes. And thank you for chatting with me today.

Speaker 2: 25:53

Yeah, thanks for having me, Sarah. I had a great conversation. Appreciate it.

Speaker 1: 25:58

That is that, friends. I hope you enjoyed this episode and that you're going to try out MarketMateAI for your campaign content. I'm going to have the link right down in the show notes and if you enjoyed this episode, remember to like, rate, subscribe and hit that share button and make sure to share with a friend so more people know about tiny marketing.