EP362: Write High Performing Content Using the Latest Techniques

Stacy Jones | August 9, 2023 at 10:00 AM

Mastering AI-Powered Tools and Research Strategies for High-Performing Content

In the ever-evolving landscape of content creation, mastering innovative tools like ChatGPT and conducting original research are essential for crafting high-performing content that resonates with your audience and establishes your brand as a trusted authority. By harnessing the power of AI-based language models and avoiding common research pitfalls, you can unlock new opportunities to create compelling and engaging content that sets your brand apart in the competitive digital space.

Becky Lawlor is the Founder and Chief Research & Content Officer at Redpoint, a B2B research agency specializing in data-driven storytelling that boosts brand authority and awareness. With her extensive experience, she is able to help clients optimize their content creation process and elevate their brand's presence in the digital realm. In this blog, Hollywood Branded highlights how to create high-performing content in this new era of ChatGPT and what mistakes to avoid when doing original research.

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A Little More About Becky

Having collaborated with top brands like Adobe, IBM, Samsung, and Zapier, Becky has delivered impactful, expert-driven, and data-supported content that leaves a lasting impression.

With her strategic content methodology, she boosts her clients' lead-generation efforts and establishes their research as credible sources, earning recognition from respected organizations like Gartner. Using AI tools such as ChatGPT, Becky delivers unique, tailored, data-driven content that sets her clients apart in the competitive marketplace.

Interview Transcript Highlights

Stacy: I am always thrilled about everything related to content because, as an agency, we have successfully set ourselves apart within our niche by consistently producing extensive amounts of content, including blogs, podcasts, and videos every week. This has given us a profound understanding of its power and impact. So, I'm curious, how did your journey lead you to where you are today?

Becky: Well, I have been producing content for a long time. It all started when I pursued my M.A. in Creative Writing, marking the beginning of my writing journey. Later on, I moved into freelancing and, by chance, ended up in the tech space with the agency I joined - that's the type of client they had.

Quickly, I discovered my strong interest in the tech industry because of the constant learning involved, and I found joy in simplifying complexity for executives like CMOs. This led me to focus on thought leadership content, including papers, ebooks, and articles that approached topics from a thought leadership angle. I have always cherished doing research, conducting interviews, and developing content in that manner.

Stacy: And when you're going about this and you're first working with a client, how do you figure out what direction to go with them and where there might actually be really strong compelling stories that haven't really been covered yet within the organization?

Becky: So I think the first thing is to ensure that there has been some research done to understand who their customer is and what their customer really cares about. This way, you're producing content that is relevant and useful, not just guessing at what you think they want or aligning solely with your product's messaging.

So, the first piece is conducting research, which could start with a survey or customer interviews to gain better insights. Often, you can combine this step with creating data-driven storytelling. Whether you've already done the research or need to do it, there's an opportunity to come up with something original that aligns with your customer's concerns and interests.

Stacy: So, you'll be sitting down with the team members, having a brainstorming session, conducting an informal interview with them, and potentially recording it. Then, you can either get a transcription of it or just take notes, which you can use to go and create...

Becky: That's correct, yes those are the basic steps!

Stacy: Now, what are some of the mistakes people make?

Becky: Well, I think going back to the first set of points, the biggest mistake that I see people make is just not taking the time to do those steps. They'd rather rush and get content out, and they might find it hard to schedule interviews with people, so they end up skipping over some crucial steps. So, I think that's really the most significant mistake – trying to shortcut the process.

Another common mistake is not taking the time to understand what their customers care about. Even if they know that the content shouldn't be overly focused on the product or company, they might still be guessing what their target audience really cares about and what problems they are trying to solve. It's essential to invest in research to truly understand what customers need from the content you're going to develop. If you neglect these steps, then whatever you create probably won't engage and perform the way you hope.

Stacy: Where are some other areas that you see people not necessarily dialing in the right way?

Becky: I think another area where I see people not necessarily getting it right is when PR is their goal, but they don't consider media appeal from the start. Sometimes, they wait until they have the piece ready and then think about doing PR for it. However, they haven't thought about what the media would want from the beginning, so they end up trying to retrofit their content to make it media-worthy. That's a much bigger challenge than starting with a clear plan from the beginning.

So, if you're working on an original research report and getting media mentions through PR is a major goal, and you plan to use a PR agency, involve them right from the outset. Even if they're not leading the report, they should be there at the beginning, working with your research vendor or internal marketing team to have those discussions. It all comes back to the core of it: What story are we trying to tell? What data and questions would help inform that story? Start with a well-structured survey and move forward from there. If you skip this approach, you'll likely spend a lot of money without getting the return on investment you could achieve.

Sneak Peek of Becky on Marketing Mistakes (+ How to Avoid Them)

Stacy: So how are you instructing or assisting clients with their thought leadership or increasing their awareness on LinkedIn? Is that one of the priorities that you're noticing among people who are trying to publish more on that platform?

Becky: I don't specifically handle social media, but I certainly encourage using the content on LinkedIn. In some cases, I have worked on research reports where we design pieces like graphics for posting data stats or banners on LinkedIn, or for any other purpose they may need. Repurposing content for social media is always a great idea. Another interesting use of ChatGPT is as a starting point for social media content. While it can't do all the work perfectly, I have used it to pull out segments and create LinkedIn posts. Of course, you'll have to make some tweaks, but it can be helpful for generating ideas to reuse on social media. Additionally, it even suggests emojis like smiley faces, sunshine, and rainbows. It's pretty amazing!

Check Out The Podcast!

The world of content is constantly evolving! To boost your content creation efforts, make sure to utilize tools like ChatGPT and embark on original research to steer clear of any pitfalls. If you're eager to learn about the leading market and how to create high-performing content in this new era, listen to our podcast below!

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