Name: How Marketing Teams Are Scaling Using AI + Video ft. Jasper
Uploaded: 2025-09-18T19:16:11.770Z
Duration: 59 min 51 s
Description: How Marketing Teams Are Scaling Using AI + Video ft. Jasper

Transcript for "How Marketing Teams Are Scaling Using AI + Video ft. Jasper": Hey, everyone. Happy Thursday. Hope you all can hear me okay. I'm just looking to make sure my green room can give me a nod to make sure everything's all good. Thank you. Um, welcome to September's insider. Uh, I a bunch of you registered for this. I think we saw over a thousand registrations. I just wanna give a shout out to our promo partners, Marketing Trust. We We love working with you all, and we thank you so much for helping us promote this event and making it the successful event that it is. Um, if you are joining us for let me share the slides. One one. Uh, how marketing teams are scaling using AI and video? You are at the right place. Uh, my name is Cindy Dubois. I'm the director of growth marketing here at Goldcast. In a few moments, I will be bringing on two of our speakers that I'm so very excited, uh, to have on our insider episode today. But before we get started, for those of you who haven't joined us before, there are a few housekeeping items I'd love to share with you. So firstly, we have some fun giveaways, which I'll cover on the next slide, but, uh, please share your comments and engage in the chat. That's going on the qualifiers, uh, to qualify to win a giveaway. Drop your questions in the q and a tab. Um, we do have the option for you to submit your questions anonymously. Please note that that will, uh, unfortunately, not qualify you for the gift, but we do welcome questions. We'll be taking them at the end. If you're wondering if we're recording, yes. We are recording. We're always recording. Uh, the recording link will be sent to you within twenty four hours of the event. And lastly, lots of fun docs, um, in the docs tabs. If you navigate to the right of the chat, you'll see, um, that you can download some fun, fun assets that our team has put together. So for the giveaways in true Goldcast fashion, You have lost me for a second, Okay. I see the dog. Sorry, guys. Um, I I will be quickly moving through this in case my Internet's unstable again, but, uh, please engage in chat, submit q and a, and answer the polls to qualify for a giveaway. And then, um, lastly, we're gonna cover a slew of topics including how, uh, AI and video is transforming marketing today, how to elevate from a crawl, rock, run, run state, um, and then where most marketers are getting stuck and what what's helping them move forward. Um, with that, I'd love to welcome Esther Chung, head of communications and content over at Jasper, as well as Alex Bleeker, head of operations, and also newly added to the Goldcast team, the senior director of content and brand. Esther and Alex, we'd love to welcome you on the stage. Hello. Hello. Hi, everyone. Hello. So glad to have you both. Before I hand it over to you to do brief intros, I do wanna remind everyone in the docs tab, we have two really powerful reports for you. Please check them out. Some of the staff we're going through today, um, is are from these reports. So the state of AI report and marketing coming from Jasper and then the state of AI and video, uh, coming from Goldcast. So with that, Esther, I'm gonna pass over to you to do a three three go. Yeah. Hi, everyone. So, um, as Cindy said, I am Esther Chung. I run content comms at Jasper, which is an AI marketing platform, um, used by companies like Prudential, Sanofi, Wayfair, and more. I've spent over twelve years in b two b SaaS marketing, including companies like Conductor, Splash, and AlphaSense, specifically marketing to enterprise audiences. And at Jasper, I oversee PR, social, exec internal comms, and customer marketing, so not much. All focused on, um, helping marketers really unlock real business value with AI. Awesome. Thank you, Esther. We're so happy to have you. Alex, I'm gonna pass over to you. Yes. So Alex Bleeker here. Um, I I have two interesting pillars that I work on with Goldcast. So I run the AI Marketing Alliance, which is a network of CMOs and VPs, and it's designed to educate them on AI and its applications from the top down. So really trying to focus on how to implement it and then scale it within your team. And then at Goldcast, um, as Cindy said newly, I look after our brand and content teams. I've been in content for a very long time, um, so I'm really excited to be doing it here at Goldcast. Um, one of the biggest, um, levers for us in terms of getting great content are webinars like this. Um, so I'm really excited to talk through it today. Um, I'm kinda just I'm ready to get going. Awesome. Thank you, uh, to you both. I do wanna let everyone know we've opened up our first poll. So please navigate to that and, um, select the best answer that applies to you. Uh, while the that poll stays open, I'm gonna start framing our discussion a bit. Um, and so first up is what we're calling the scaling reality check. Um, most teams know AI and video are important and struggle to scale beyond pilot projects. I'd love to hear from both, uh, Alex and Esther. You know, how did how should teams think about going from the crawl stage to the walk and run stage, specifically with AI and content. Um, I think that, you know, specifically from Jasper report, it says 63% were using AI, but only 43% have formal programs in place. Um, so maybe maybe a good place to start first is with you, Esther. Where do you see teams, like, typically starting out initially when they're adopting AI, and why do you think they've struggled to to implement, like, beyond the pilot stages? Yeah. Great question. And, also, I have to I have to, uh, preface this by saying the report was created in December or the survey came out in December. So I'm pretty sure the number is 60 is not 62% anymore. I'm sure it's, like, 95%. But, um, where we see, uh, content marketers starting in AI first is usually the obvious low lift use cases. So idea generation, blog drafts, social posts, kind of one off tasks. Um, and these are kind of the easy wins on moving faster and being more productive. But where they struggle and and where, like, the 42% who who have formal programs, um, is moving from experimentation or one off and ad hoc use cases to actually systemize like, building systems to scale. So scaling requires more than just one off use cases. It requires embedding AI, embedding your tools into the your existing marketing workflows. It requires embedding your brand context, your company context, all the knowledge that your company has and your AI tool needs to really build high quality content and outputs. Um, this requires a lot. This requires, uh, investment, change management, a lot of leadership buy in. Um, and without that structure, adoption typically fails. And in our report, uh, we even see that more than half of companies, uh, struggle to measure ROI from their AI investments, and this is really why. They're not seeing true business impact. So the starting point usually starts with tactical individual tasks, and then the struggle the real struggle is, like, the operational one and the cultural one and how we really train and build the team build the team to really succeed in this kind of age of AI. That's great. Um, I thought what was interesting also in your guys' report is the AI use cases in marketing. Uh, 57% in content creation, 55% idea generation. Um, and then I I won't rattle off the rest, but it it's very, very interesting, you know, where people are attending to start out. Um, I I think I'd love to pose just in the spirit of content creation. I'll pose the next question to Alex. Uh, Alex, I know over at Goldcast, uh, we are rallying hard behind video as the medium to invest in. Can you share more about how to think through AI as it relates to video specifically? Yeah. For sure. Um, so it's interesting. If you look in the report or, like, the doc section, we have we have our report as well. And we also did ours, um, probably half half a year ago. So I'm sure some of these numbers are a little bit stronger. But, um, we know that video is the most leveraged, uh, content format. I think in it, it said, like, 97%, something like that. Like, something very strong, um, is the number that marketers use. Like, almost sorry. Almost 97% use video, and the majority of them say it's essential to their strategy. But where I see it, I don't think enough marketers are, um, scaling it as much as they could, and I think the problem is twofold. I think one, there is just this overall fear of, um, scaling because of cost. And there's this perception, and, Esther, I'm curious what you think about this as well, that video is scary because, you know, you need expertise, you need a video editor, you need someone to come in maybe post production. Um, people are thinking about how much content they can produce. Um, and so I think a lot of people will maybe rally behind one big video asset, um, rather than trying to scale it as much as they can. Um, if we look in the past, like, without AI, a single video can eat almost twenty hours of editing, clipping, um, captioning, and then you have to distribute. And so I think with AI, all of that now shrinks. Um, and where we are really focused in, especially using AI in our video, um, process a lot, is instead of, um, you know, spending hours clipping, we're now actually able to focus on the storytelling itself and, like, the actual content that we are trying to produce, um, and thinking like, hey. Would I repurpose this clip, um, or excuse me, repost this clip on on LinkedIn? And so having AI built into that process has significantly, um, helped us quite a bit. Yeah. I also thought it was interesting oh, sorry. Just to add to our No. No. I I took a look at the Goldcast setting. I thought it was really telling that executives, I think it was, like, c level or leadership, uh, see the video as more valuable than junior members of the team. And I think that really does show, like, the gap between, uh, and we have something similar on the AI side on on our state of AI report. But there's a perception gap of, like, how much investment video actually takes. And I think for for junior marketers, I I relate, you know, in for across my career, it feels very daunting, video. Yeah. And it's interesting because now when now that we have AI implemented within our video process using, um, ContentLab, Suddenly, now we can democratize this whole process. Like, it's not like we're leaning on one person in particular to be like, oh, shit. Our video editor is out for the week. We now are totally behind on how much content we can produce. Instead, pretty much anyone on the team can pick it up, and it's just a matter of knowing what good content is. And, you know, hopefully, if you're on the content team, you do know what good content is. So it's less about, uh, you know, the actual technical skills and more just about, like, are you a good storyteller, which makes a big difference. Yeah. Definitely. What do you both think about, um, for people who are at the point in which they're ready to scale? Like, if they're not able to scale successfully, what do you what would you suspect went wrong? Um, and another way of answering this is, like, what do you think the common pitfalls are or that you'd warn people about if they're at the point in which they're about to scale? Well, kind of actually, what Alexi you said first, like, the like, the good content knowing what good content is, I think, like, from what we see with our customers, um, and, like, our our own experiences is too the tip typically, it's most outputs are not hitting that marketing quality bar because it doesn't have the context or or or company context or brand context needed to be high quality. So there's, like, one pitfall. Another one is, uh, AI is used all like, again, Alexi also said this too. It's like, it's it's it's disconnected, um, from a lot of workflows and existing systems. And if they're just gonna be stuck in ad hoc use cases or or one off task, then it's it's really never gonna scale. I'm I'm also curious because I think, um, some people are using the tools in isolation and maybe not vocal that they are using those tools. I think there was Yes. Like, there's maybe a perception that you don't wanna use AI because you think it's gonna replace you rather than, like, augment you, make you better. And so I think in some cases, people are really quiet about the tools that they're using. And then on top of that, from a scaling perspective, I think some people maybe don't wanna be the the hand raiser to own that adoption and own the process of scaling. In in our report, I think I can't remember the number. I think it was, like, 30 about 34, 37%. Um, the reason that people had not adopted AI yet was for lack of expertise. And it's not that scary. Like, people are not, uh, as advanced with AI as I think many people think they are. Like, we're all still learning. And Yeah. I there's there's, you know, it seems like this mountain that you have to climb. But, um, I think in order for it to scale, you do need that hand raiser to actually take it on and and kind of be the the champion. Yeah. Definitely. IT's worst nightmare, shadow AI tools. You'll be such a tricky I mean, that that every every marketing team, I'm sure. Exactly. Ever. To close out just like this framing section, um, you know, in the new age of AI, certainly in the age of agents, and I will selfishly plug that Goldcast has early access to three of our agents that we just recently launched early this month. Um, we'll drop the link in the chat so you guys can check it out. But, you know, in the age where we're talking about agents and people being fearful of their jobs and, like, how much, you know, AI to adopt, how are you both thinking through, um, scaling your teams? Like, you know, there's extremes. I I think I've seen posts on LinkedIn, like, oh, you know, this agent replaced 40 people on my team or they're doing all this work. And, like, I think the reality is is we're we're not quite there. We don't know that we'll get there. How are you both thinking through scaling your teams, let's say, over the next year because we both know we all three of us know that a a year from now, AI, who knows who knows what it'll be up to? And I'll pose this question first to you, Esther. So I definitely don't think AI is is especially from the in the content world, and, of course, I'm saying that as a content marketer that, um, I don't see AI ever replacing what makes good content, which is intuition, human judgment, emotion, and, like, being able to drive that emotional resonance. Um, I I think for the way that I think about scaling teams, um, it's definitely more outcome focused, I guess, than even people focused. I'm not even thinking about headcount. I'm thinking about what do I what what can I what can I identify currently in my workflows that I can easily that's that's easily repeatable, that's manual, that's fragmented, and how can I up level that and automate it? Um, and so something, uh, I'm thinking about on my side, and and I think everyone can relate to that. I have a we have a very small marketing team at Jasper as well, Um, but we're using we use this off we use, um, a pretty, uh, we use this AI workflow for GEO. And I know that's, like, a really big Yeah. Uh, trend right now. And that was something that I knew that in terms of the social in terms of the the organic traffic that we are driving, it wasn't as effect it wasn't becoming as effective because, obviously, Google Google traffic's getting replaced by a lot of LM traffic. Um, so we built that is something that we we specifically identified as a workflow that we wanted to automate. It didn't mean that we were gonna, like, replace someone to do it. Essentially, we have someone to actually build the workflow itself, so content marketer on my team, and something we call a content engineer. She's basically building out a system that automates the update and the optimization of all our existing content to GEO best practices, and this is all done through Jasper. And then also, we have an optimization agent that that we can call on to essentially, um, uh, do the keyword research for us, flag decaying content. And then also, this is, like, just existing content, but we also have net new content we're thinking about, and that also helps kind of scale that too. So I think when I think about scaling, I think about it less in terms of volume and headcount. I think about it more in terms of what the desired outcome I want to get out of it, and that also makes it much easier to measure how it is working. It's it's interesting. I I have somewhat of a similar answer, Esther. It's it's funny. Good. I was thinking well, no. Yeah. Because I was thinking, like, right now, when I'm thinking of of scaling, I think in the past, people would be like, how are you gonna scale your team? AKA, how are you gonna hire four more people to have, like, x amount more output? And now it's, how can I have x amount more output with just the same amount of people? Not, like, actually decrease because, like you said, content is good when it's human influenced and when they have when there is that last kind of piece of overview and then making making sure it's human. Um, but to your point, um, one of the things that we're trying really hard to scale, uh, based off of GEO is all of our content refreshes. So we've been finding that in order to rank on LLMs, you really need to have content that essentially is fresh within the last ten months. And we are constantly trying to just put net new out. And now I'm I'm trying to scale stuff that we have already put out and, like, just from 2024. And, basically, you're telling me now that, like, LLMs can't they won't even, you know, take take a look. And so that content has already been through human review. And so when I'm thinking of a refresh for that, it's a very easy bottleneck to, you know, have an, um, something like ChatGPD or whatever AI process, um, that we put in place to review, update links, maybe update some of our brand messaging, and then have a quick human eye through that. Um, and so that's like I think that's a really great example that you pointed out. Like, the it's some of those bottlenecks that can be really easily scaled that don't actually involve that much, but the workflow, um, can be, um, automated quite easily. But, yeah, I think, uh, otherwise, you know, we're from an from a video perspective, um, how we're scaling is really just it's not a it's not a matter of, um, creating more content. We were talking backstage at you know, we we do, like, four or five webinars a month. So we have enough content. It's really taking the time to make sure that we can clip it. Um, and so the AI tools, um, like I mentioned, like content map is making it super easy for us to be able to, you know, have AI go through, select, you know, four or five clips, um, and then we can essentially repurpose that within the last thirty minutes of of a webinar, which is also pretty awesome. Awesome. Thank you both for answering that. I'm gonna bring up the results from our first poll. Um, so the question we asked the group was, how do you currently approach AI and video and your content strategy? Um, it looks like over over 50% are using AI for written content, but video production is still manual, uh, which is kind of aligned, I think, with what what Esther Chung called out earlier, how daunting video may feel. And then coming in kind of in second, uh, is a little bit of a tie between using AI for both content creation and video production as well as not systematically using AI for either content or video. Um, that that second one is kind of interesting. Any reactions from you two from, uh, the responses and the results? I'm not too surprised. I think it's pretty in line actually with with a lot of the data data that we're seeing, um, around it it being, you know, mostly for written. I don't know about you, Esther. Yeah. I agree. I think it definitely is mostly for written. Um, I think it so it's like creating video versus using video to create written content is where I I see more people using video. But, I mean, I I, again, I genuinely think that video is actually quite easier much easier than I think people think in terms of, like, clipping and creating these kind of, um, yeah, derivative assets from. A 100%. Because I think the other thing too is, like, the content is already there. You know, when you're doing the the written content, you need to, like, go through, edit it, make sure it's in the right tone, like, all of that stuff with with video, especially when we're doing a webinar. Um, the content's already there. It looks great. It's just really getting the those golden moments to then essentially repurpose. And it's wild. I if if anyone is curious, we put in the docs tab also our actual repurpose like, video repurposing process that we do at Goldcast to try and this is essentially how we do scale, um, and use a webinar to try and extend its ROI by, like, six months, um, to get all of those clips out. Um, so I agree. I do think that it is it weirdly, it's actually easier. Mhmm. I'm gonna keep this moving, uh, because this conversation is so good, but I wanna cover some more stuff. So, actually, breaking through scaling barriers. Right? So how do we think through scaling with AI? And we're really looking for actionable tips here. Um, also spotlighting a few stats before we get into it. I'm gonna give my speakers a second to just new on some of their thoughts, but, uh, let me pull up the slides. So from Goldcast, 37% of marketing site lack of expertise as a major challenge in adopting AI for video production. I think that's echoing a lot of what we're hearing from the polls as well as our speakers. And then secondly, what's keeping marketers from using AI? Um, 9% of marketers report not using AI at all, which is very interesting, but, um, I won't go through this whole list. But, you know, there's there's a lot of resistance, I would say, still, uh, at least almost 10% of marketers of of those that participate in this report. Um, so let's jump into, like, the actual how tos and get people, um, to be less fearful of adopting AI. Um, I think I think I'm actually gonna pose this quest this first question to Alex. Um, Alex, for for teams currently spending twenty plus hours to produce each video, what's the fastest path to cutting down that production time? Um, I mean, I I don't wanna sound like a broken record. I would just say the first thing is look for a tool to help democratize that process so you're not leaning on just one team member. Um, I think that's the first thing. Like, you don't need, like, an AI engineer. Um, I think you just need someone who is really familiar with your content ops process, um, and really familiar with your workflow so they can essentially help design where AI can essentially be, um, the most helpful. And I don't know. I think it's AI, it's making you it's making it a lot easier to pick up things that you you know, what previously you needed to be an expert in. And so I think there is an element of training. Um, I know at Goldcast, we have had some AI trainers come in and help us, you know, create right the right prompts, um, and how to really effectively use it within your team. Um, but really trying to find a tool that can essentially decrease those bottlenecks and the things that are super repetitive so that essentially you can um, focus in on the storytelling and the content. Um, Esther, curious if you have any ad. And if not, I'd love to understand kind of like, you mentioned having a small, slim team. Like, what what do you feel like is the minimum viable, like, expertise on the team that's needed to start adopting and then scaling AI for both for content in general? Um, I think minimum. It's just, uh, being able to be curious and try and and have a, uh, I think this is also something leaders have to do too. It's, like, build a kind of a culture of experimentation and a space where people can fail and try things. I think, honestly, I think AI can be very easy once you, uh, deal with, like, the people part of it and enabling people to actually be able to do it. Like Alex saying about trainers and, um, and and making sure your team is set up for success. Um, another part of it, I think, like, is I think min at a minimum, you really need to have a a team that understands the importance of context, the importance of, like, why, uh, an AI tool needs to understand your brand voice, your guidelines, and and and what that could look like in terms of scale and why that enables scale. Um, and so I think at a minimum, it's the culture piece, the people piece, enabling them, and then be on the other side, it's the do you understand how important context is? What kind of context does an AI tool need? And, like, it's kind of like garbage in garbage out. Right? What can what in what is the most what does your AI tool need to know, and what content does it need to know to really, uh, build the most high or, uh, input output the most highest quality content for you? And, yeah, up. There's no. There was you reminded me of something. So, uh, earlier this month, we did, um, an event called AI Marketing School, and we did a a session with someone called Andy Crestedina, who is really an awesome SEO expert. And he did a study, um, and we were talking about it during the session. And in it, he he showed these stats and basically was looking at the most effective pieces of content. And it gauged how much, um, was done by AI and how much was done by humans. And the least effective content was either 100% done by AI or a 100% done by a human. And it was actually trying to find that middle ground. And so I think, you know, when we're thinking minimum viable products to, you know, get some kind of process in, it's really just making sure that your team is all really comfortable, you know, using it to some extent, um, and really getting them familiarized just with, like, the bare minimum even if it's just Jasper. Yeah. Exactly. And I think, like, the one off while the one off there's kind of, like, a conundrum of, like, short game, long game with AI. There's, like, the, uh, short low hanging fruit stuff where you can do individually, and you can refine drafts or create drafts or create ideas really quickly individually. But that can lead very quickly to the long term gains of you have all the space now because you've basically repeated replaced all these, like, individual repeated tasks. And now you have space to think about strategy and, like you said, storytelling, creativity. Um, and then that will give you the space to build out this kind of larger scale system that I think everyone's striving for. Yeah. Like, amplifying the annoying, basically. Exactly. Exactly. Okay. I'm gonna pose a a challenge to you both and give you a minute to think about it. But I'm curious if we can maybe build a scaling playbook here in real time. So I'm gonna present you with, uh, the challenge, which is, let's say your head of marketing walks in tomorrow. I have here it says we need to find accurate content, but let's give them a little bit more credit. And let's say they're tasking the team with, uh, increasing content impact, both, uh, written and video, all the formats, and they really want the team to adopt AI. So you cannot add additional headcount. How would you approach it? Uh, let me share. Actually, I'll bring up the slide in a second. While my two speakers kinda noodle on that question for a little bit, I'm gonna open up the next poll, um, and have you guys participate in that one. Navigate to a poll tab to please, uh, select your answer. But, yeah, let's let's see what what y'all think, um, from a scaling perspective. Right? So we have to increase increase content impact. What how should we think through phase one? So what are we implementing the first thirty days? Is it around content production? Phase two, what systems and processes enable sustainable scaling across formats? Uh, we love a repeatable framework. We we wanna get away from random acts of starting new things. And so, uh, what things should we start to think about and implement so that we can rinse and repeat? And then what things should we measure and optimize for continued growth? Um, I'm gonna give you another ten seconds to think on it, and then I will let you, uh, tackle the first question. I'm gonna push. I'm gonna leave the poll open for a little bit longer. So, again, to qualify for giveaways, please answer a poll, um, as well as engage in the chat and submit a q and a. You can also have the chance to upvote your question. Um, let's get started. I will kick it off with you, Alex. How what how are you approaching this in the first thirty days? Um, so I think the first thing I would look at is, like, a, what what kind of content, uh, aka web webinars and, like, video content do we have, um, and blogs, actually. Like, what kind of blogs and video content do we have on the docket for the next month? Um, and then what I've done with my team, which is actually a very fun process, is we'll look at the webinars, we'll look at the blogs, and then we'll have a bit of a brainstorming session and start to think of all of the different types of formats that this content could turn into. So YouTube shorts, uh, LinkedIn carousel, like, a speaker quote box that we could put into a blog, um, uh, you know, the list goes on. Like, I mean, if we were doing TikToks, TikToks, things like that. So we try and really think as outside of the box, like and, you know, we used to do, um, uh, like, webinar takeaways, but I I find them pretty boring. And so we've also started to think, like, let's turn this into instead of a blog takeaway, um, a webinar takeaway, let's turn this into, um, a really detailed report on the findings. And so we have a session like that. And then, basically, what we'll do is we will watch the webinar, um, and once it's done, we will go through have AI edit, um, and select all of the different clips, excuse me, that, um, that it's chosen, and then we decide whether or not, uh, we want to edit it just from a transcript perspective. And then from there, we start to like, then we're off to the races. So maybe we'll have, like, 15 or 20 clips from the event. We'll then take the transcript. We will, with the help of AI and, like, tools like Jasper and stuff, look at how to turn this into a blog post, how to turn this into a LinkedIn post, how to turn this into, you know, a general findings or, um, like I mentioned, a report in itself. Um, and then each individual team member has really their, um, their, um, what they're specifically good at. Um, and then it's just a matter of, um, actually editing and and making sure it looks good. But I will tell you, it sounds like a long process, but it actually is not very long. You know, we do, like, a one hour thirty minute meeting, depends on how long and how much content we have. And then AI takes care of a lot of it. What takes time is just making sure that the quality is there from a human perspective when we're editing. Yeah. I I love everything you said. And it's like that that prompts, Cindy, when you said it, like, is the I think that's the most common thing that happens. It's like your head of marketing asked you to five times your content output. And, like, the first question I have is, like, well, again, like, what is the goal? Right? What because I think that will determine where you prioritize and where you identify. I love the webinar content to multiple assets format, because I think that's one of the easiest things to to start with in terms of repurposing. Um, but, yeah, I think, like, that's in a great example of something that you can start like, once you start diagnosing with your team of, like, what is something that's repeatable, you know that when you do a webinar, let's say, like a like a top leadership webinar like this, so it's top of funnel. You know you're gonna create, uh, uh, maybe clips for ads or put it on social, on YouTube. You know you're probably gonna create a blog post with a transcript, like and, Alex, I know you said a lot more. So, like, there you know, there's a repeatable process you your team typically has, and that's something I think that can be easily built as a system in Jasper or your AI tool in terms of, um, something that you can pretty much easily scale. Um, so that's probably where I would first start is, number one, ask where what are we trying to drive with content output? Like, not to scale, just to scale. Like, it could be anything. It could be product adoption. It could be, um, print, uh, MQLs. Um, and then from there, identify which workflows are the most repeatable, like the webinar example, and then, uh, identify what process are manual, which are fragmented, where, uh, uh, where maybe, like, there's the maybe, like, one piece has, like, 15 approvals on it. How can you get that cut down to, like, two or three approvals because the brand voice and brand, uh, con company knowledge and context is so accurate in all your content. So, anyway, those are those are the that's probably the way I would think about in the first three days. But, yeah, I agree. Alex, the way, um, the pract the way you were thinking about it practically is probably where I would start in terms of, like, oh, something like an example, like a webinar asset. I I think it's, uh, interesting. It makes a lot of sense that you both talked about starting from what you're already currently doing. Um, I see Jessica in the chat, and I know she's talked to the Goldcast team, Um, and she shared on, uh, her talk at the AI I think documenting kinda your manual process right now and being able to take a look at that, um, is a great starting point as well to figure out whether AI it's a good spot for AI to kinda optimize that for you. Um, so just on phase two and three, I think you both lightly touched on, like, the the metrics, but you guys wanna share if if this were you, the things you would be Yeah. Cindy, I just I don't know if you can hear me, but I think your Internet is going out. So yeah. I think that's a good call. Esther, I don't know if you wanna start with, um, a system or, um, or a process that because I mean, I think for like like, I kind of touched on a little bit of the process that that we're doing, um, and and that a lot of those are the repeatable, uh, meetings that we have. And funny enough, that actually is, I think, the most time consuming is I mean, it's also the most fun is kind of creatively thinking what can we make based off of, you know, what we're trying to achieve from a goal standpoint. Um, but curious your thoughts on on either my process and and maybe how it differs from yours. I think I guess the way I think about it, um, to drive sustainable scaling, you need a single source of truth. And I think a lot of companies are our size actually, I shouldn't speak for Goldcast, but I I say I say that that's, like, maybe our brand guidelines or messaging jobs aren't as robust as a a larger company or a public company. Yeah. Um, but I do think that's pretty important. Like I mentioned, garbage in garbage out, it's really important for something that's really important is to ensure that you have the right systems in place that has the right context there for for real and and and accurate scaling. Yeah. And then I think, like, something else that I think a lot of people underestimate is how why it's so important for Jasper to be or AI to be integrated into your existing workflows. Um, I think marketing and mark MarTech stacks, like, uh, MarTech stacks are something that people spend a lot of time building. We've we're we've been on a lot of us in BB SaaS. Like, there there's a lot of the players that have kind of been around for a really long time, and I think the best way for scaling and even and truly, like, adoption is to ensure that your AI is somehow integrated with your CMS tool so it can automatically push it. If you create a multiple derivatives in your in in your AI tool, that it could that could automatically push your CMS or it's integrated with your CRM so that it could take data from your CRM and and inform the content that you have. I'm not sure if that answers the question, but that's what that's the way I probably I mean, I love that logic part. About it. Yeah. The data aspect and, like, having this feedback loop of, like, is it is it working? And if not, what do I change about it, essentially? Yes. Exact and I and I do feel like AI is a lot of that. It's Mhmm. Constantly optimizing and and trying to feel and trying to continuously update, um, your processes because it's not really a one size fits all. It's Yeah. Yeah. It's like what how your comp your the way your marketing teams teams run already should be how AI fits into that, essentially. No. Like, AB test until it's as smooth as possible. Yes. Yes. Welcome back. Hey, guys. Thank you. The last thing I heard was, like, Cindy, you you're frozen, and then I lost everything. So welcome welcome to remote work and Internet. Thank you for bearing with me. I hope you guys address all these questions. I'm gonna move us into q and a at this point. I just wanna make sure that our audience has a chance to ask our speakers questions. Um, I'm gonna give the audience another chance to submit your q and a or raise your hand. We will bring you up on stage if that's something you would like to do. Um, and while I create time for you guys to ask questions, I'm gonna share the results of our last poll. Uh, so funny enough, our content repurposing workflow, um, I think the most common ways people are using it is some automation, but still requires significant manual work. For those of you who responded that, I would love to chat with you and get you into ContentLab. Um, I know Alex mentioned a couple of times, but I think, uh, our team has seen a lot of efficiencies from using it. Any reactions from my speakers on this? Taylor, do you reckon? Just reading through. Yeah. I no. I mean, go ahead if if I'm just kinda finishing. I think I think it makes sense, like, some automation but still requires significant manual work. I think, again, it goes kind of back to what we were speaking about with the lack of expertise. Like, people just, you know, they're not necessarily there yet. Um, so I'm I'm not surprised by the poll. Just to clarify, this is why I didn't answer. Oh, the the answer that most people voted was manual process. Right? Um, I think Alright. It they have some some streaming workflow. Some Oh, some stream oh, some automation. But significantly manual work still from a content repurposing standpoint. I'm curious of, like, what part of the repurposing is the manual part. I guess that would be my question. Yeah. Yeah. So, audience, please let us know in the chat for those of you who have some automation that still requires significant amount of work. I'm also curious if it's if this is mainly, like, text based content repurposing or if there's an element of video too. Curious Right. If it's, like, review Yeah. Is it, like, AI is it because I know, like, the hardest thing about AI in marketing is not making it look like AI in marketing, but I don't is that is that the I guess, is that the oh, manually work is image and video. Okay. Yeah. Visuals are hard, I would say. I think it's getting better. I feel like that's that's my view too. It's like it's really hard to get AI to generate the visual. I think we've had actually a webinar where one of an ops professional told us how difficult it was for her to just get, like, stock photo imagery for her slides and just wasn't spitting out, um, what she was looking for. Okay. I'm gonna oops. Sorry. Go ahead, Alex. No. I was just gonna say very quickly on the image generation. I follow this one guy on TikTok all about image generation. And it is insane, like, Esther, to your point garbage in garbage out. You you essentially need to be, like, a set designer and know exactly the type of camera and lighting and everything in order to actually get something that looks not AI generated. Um, and I think that is also maybe part of the problem is we're expecting to put in a prompt and get exactly what we want, but it's just you know, the prompt is like, you know, a woman sits on a chair and is wearing a blouse. But, really, it's like the lighting has to be perfect and, you know, I wanna take in from a disposable camera, and that's essentially how you're you're getting the, um, output that you hopefully would want. Yeah. We, um, we actually do have image capabilities in Jasper. The image generation in general, especially if you're using Chat GPT or other general purpose tools like that, like, they what we've noticed and something from an enterprise point of view is that the generating an image that you want exactly the same and prompting it being like, I want the same image which is a little bit of a change is really impossible. Our our capabilities, uh, the whole value of it is that it's just it's the the editing in terms of, like, you can add a background where, like, the actual details of, like, a chair that you're selling or a in a in a product image doesn't actually change. None of the details change. So we've noticed that that's also, like, from our customers with especially especially retailers we work at work with, we've noticed that being the biggest pain point there. And so that's why we've, uh, from the Jasper perspective, we've really focused on the editing capabilities of removing adding shadows, removing backgrounds, um, making it holiday themed, right, but keeping, like, the actual details the same. So, yeah, I I I emphasize That sounds awesome. Yeah. Yeah. We use it we use in our ABM campaigns actually to kind of showcase Jasper capabilities. Um, but yeah. Yeah. So but I I definitely agree that image generation in general is is is very difficult. Yeah. Um, I'm gonna bring up one of the questions that have five votes. Please vote on the question you'd like answered. But, uh, one of the questions is there's a sense with many of our clients that AI means things aren't authentic or moves to human element. How do you manage this within your companies as well as with your clients? I mean, I I think from my my perspective, I think it's kind of going back to that stat with Andy Chung that, you know, the most effective content that comes out is not a 100% AI and not a 100% human. It's somewhere in the middle. And, I mean, I I totally understand how, um, there's a sense that you don't wanna seem to AI. But I think right now, you know, AI is there in the best of ways to help with your workflow and help with, you know, the annoying things, the bottlenecks, the repetitive things. But when it comes to content, like, it still should be human. There still should be a brief that is reviewed by a human and, you know, you make sure that those links are, you know, perfectly placed, um, and that, you know, the the joke is done by a human in the content that is, like, um, you know, that makes you feel something when you're reading it. I think the problem with a lot of the content that I see that you can tell it's AI is just because purely you can tell that no one really reviewed it. There's, like, no soul to the content. Um, and so I don't know if that answers the question, but that's my opinion of it at least. Yeah. I think I agree. I I think there's a lot of nuance to this. Like, um, I mean, I definitely am pretty bullish on, like, humans have to be in the loop. And I know, Alex, you you you're on the same page there, especially from a content perspective. Um, for our clients that think AI means things aren't authentic, um, I think that could also come down to, like, how well your AI is trained and how how your tool is able to ingest the context from your from your company and your audience and your goals. Um, so I think there's, like, that part of it, but at the same time, I I also agree that humans need to be there to drive emotional resonance. And, um, I mentioned this earlier I mean, earlier in this on this is that, uh, I I think intuition I think that AI can provide recommendations incredible recommendations to be honest and and really great content high quality content. But I think intuition and judgment is something that can't really be replaced. So I think that is something we see this as, like, automation and humans working together, and we see that as the future as well even with agents. So I I I don't know. I I also just saw an article about exactly this question. So today about there is concerns around it still from an agent's agency perspective. So I'm not sure if this person was from an agency, but um, I I I still I don't think it's enough for someone not to invest in it. I think that the the trade offs are and the and the the risk you lose and especially especially today in in this economy. Right? Like, you you kinda you you kinda need to invest in AI, to be honest. And I think getting it right is really important. Picking the right tools and and focusing on brand and context is important. Sorry. Very long winded answer, but No. Good. It got there. Got there. Yeah. I mean k. Tammy, I know it's funny. Tammy said it can't be a ghostwriter, which, uh, it's funny because you sometimes common sense isn't so common is what I'd like to say. Yeah. I an interesting question I think that that I'm seeing, like, variations and being asked is, like, tech stack. So, um, you know, we talked about scaling and workflows and a lot of AI options other than Goldcast and Jasper. What are either of you and your teams using to optimize your marketing tech stack? Well, for us, what we're what we're doing like, so on the content, like, written side, um, actually, funny enough, I I mentioned this to Esther before, um, but Jasper, which was, um, Jasper, the form the the artist formerly known as, um, what was that? Jarvis. Jarvis. Jarvis. Jarvis. Was the first AI tool I ever used, um, like, two jobs ago, uh, before this whole explosion, um, which was pretty fantastic. Um, so tools, um, like Jasper. But, um, um, actually, from a brand side, we're using we're starting to use a little bit more of the image generation stuff, which is why I'm sort of diving deep into how difficult it is to prompt and how to get that get those prompts right. Um, things, you know, mid journey, etcetera. Um, there's there's a lot of image generation tools out there. Um, I think they vary on how good they are, and there's certain ones for very specific, um, types. Um, but what we're doing on the content side as well, and I I would be I wouldn't be able to list out all of the names. I can I'm happy to, um, add some of them in the follow-up email, uh, for the on demand. But we're looking right now at a few AI agent tools to essentially help us just through our workflow. Um, so not necessarily on the content creation side because we really have that covered with ContentLab and recording studio for editing a lot of our videos, um, and does a really good job of that. But it's the workflows for me. Like, having, you know, having to just deal with the repetitive nature of things. Like, even if it's just filling out my content calendar on Asana, like, having that automated is a dream, and so we're, uh, we've actually just hired, um, a new content manager. Um, and so he's working through all of these different agents that we can go through. But I'll I'll share the list afterwards with with the actual tool names. Yeah. I would agree, um, that it's hard to think beyond Jasper, and I know Goldcast is a great video, um, clipping tool as well. I I think it's harder to, uh, uh, to pick a tool outside of that because a lot of what I do is is really truly in Jasper. I think to your point workflows, I think the integrations are what really matters. Um, like, I've been talking about GEO because that's, like, genuinely the thing that every market is obsessed with right now, including myself. And, like, it's giving me a little it gives me the most anxiety. So I think it, uh, we have an integration with Semrush. So, like, tools that already exist that are leader you know, that, uh, can integrate into your AI tools is more the way I would think about it just from a content standpoint. I think, of course, there are there's probably a ton of AI tools that I'm missing in terms of the broader marketing, um, and maybe, like, more helpful from, like, a a one off asset kind of creation. But I think, uh, but more importantly, what can you leverage from your existing text track or, uh, with your AI tool, then how can you kinda marry those together to really build the most powerful workflow? Um, it's more the way I would think about it. But It's also I think it's also worth noting to, like, double check with some of the like you said, double check on your current tech stack and actually ask and see if they have some new AI features. Because I feel like there's a lot of tools that that you already have that, like, even if it's just a small, like, expansion or upgrade with some of the tools that you already have, could potentially be a whole lot cheaper than going into the market and trying to find something completely new. That's a really good point. I think, like yeah. Definitely, there's a lot of, uh, marketing automation platforms right now. Yeah. I have a lot of AI tools that probably are not being leveraged, um, from a content perspective. So yeah. So that's that's that's that's a really good point. The last question I'll pose, uh, because we're out of time. I think it's great because you both kinda touched on it. Is other than updating content, how are you looking to improve GEO? Yeah. I have yeah. I don't know if you want I have a ton of thoughts on this. Just it's all like I I run comms too. So, like, I would say, like, there's two things. Like, I I run comms as well. So, uh, consistency in the market is really important. So, um, I think press releases or something, and I I don't know if I'm even speaking to a lot of comms people from, like, from a press release standpoint. It it's becoming, like, a mandatory thing now because that's the stuff that's coming up in LOMs. Reddit, investing in Reddit, investing in, um, uh, Quora, which I know filed. Uh, Wikipedia. Yeah. I know. Who would have thought Quora's coming back? Ask Jeeves. But yeah. So I think, um, I think the consistency out on the market, making sure that your presence is out there, um, will it will is something else that people don't really think about. And then on the consistency side, um, making sure your message is the same is gonna be more important now than ever. Because Yeah. L ones are picking up on that, and they can see, like, if you write if you have a a a external blog post in or like an interview in a in Business Insider, um, but the message is different than what you have in your press release, like, that's not gonna show up as well in LN. So that's really important. It it's interesting. I I literally just gave a internal presentation on our GEO strategy as well and touched on all of those. And so to your point, yeah, we're looking at PR. We're looking at interestingly enough also, like, we're expanding our our YouTube, uh, presence quite a bit. That's one of the main things that we're looking at. And interestingly enough, we I, like, I'm always adding a transcript now to my YouTube videos because it's crawling those transcripts as well. Like, it's not gonna crawl the video, but it will crawl the the transcript. We're looking at YouTube. We're looking at PR. We're looking at Reddit. And interestingly enough, I had a conversation with, um, one of our, uh, SEO, uh, agencies. And on the PR front, what's really interesting is that it's it's actually crawling less or it's, like, it's ranking, um, niche publications more than the big ones, which is strange to think. But, basically, if you have an article in Business Insider, let's say, um, and then you have a very similar article in, like, content news daily online, it will actually crawl that way, uh, the the niche one way more, and it's way more likely to actually put that as the recommended answer because it's something that, like, a lot of content marketers will read. And so, um, now these, like, really small niche public uh, like, PR publications, their rates are skyrocketing. Um, and there's, like, this total niche booming business, um, just purely from LLMs giving them a ton of attention. That's actually very fascinating. And I that and and it makes total sense, to be honest. Yeah. Yeah. Yeah. So and because it's like when I heard that, I'm like, oh, great. Well, like, they're is they're like, yeah. Yeah. They're doing niche stuff. I'm like, perfect. The rates will be not very expensive. We can look into it. They're like, funny you should say. Like, they are competing hard with a Forbes type, you know, um, now, which is wild. Yes. Yes. And I think someone wrote LinkedIn article of social. That's also something that is, yeah, also, uh, being picked up more too. But so it's really fascinating. I feel like this is one of the most fascinating topics in marketing right now. It feels it feels like we're sort of it's it almost feels like the, uh, start of Google kind of vibe. And, you know, it's interesting because now so much of our so much of our top of funnel content has been completely cannibalized by, um, you know, AI search, and so we're focusing a lot more on middle and bottom of funnel content. But, um, you know, content like, uh, buyers guides and comparisons are doing extremely well. So it's, like, not necessarily the most interesting stuff to write on, but it really matters. So trying to, like, pepper in some really awesome interesting articles with, like, the okay. We have to do these, you know That's actually a really good point. Like, the intent is different now because when you're searching actually, we've been I don't I'm I'm sure at Goldcast as well, but we've been found by Claude and a peep a process coming asking about asking Claude and chat to you about about what AI marketing tools they should use. So the intent is definitely later stage to your point. Yeah. Yeah. Interesting. Alright. Uh, I'm gonna have to cut you both off. Thank you so much for, uh, joining us today, and special thanks to my speakers. We'll have to have you both back to talk about GEO, uh, sooner rather than later. Um, for those that are still with us, thank you for hanging out. Um, we do have another webinar for you next week featuring Clay. Uh, please navigate to the docs tab if you'd like to register for that. And, again, thank you to Esther and Alex for both joining us today. So much knowledge. I can't wait to watch this all on demand when my Internet is a lot better. But, uh, I hope to see you both soon, and I hope that everyone has the great rest of their week. Thanks, everyone. Thank you. Thank you.