Weekly Digital Marketing & Generative AI for Marketing News from Your Digital Marketing Coach
Every Friday I provide a curated newsletter for thousands of marketers, entrepreneurs, business owners and content creators that covers the latest news as well as actionable advice on all things digital, content, influencer, and social media marketing. I try my best to also provide advice on the latest developments of generative AI and how to leverage it for marketing as well as personal branding for your digital presence.
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LinkedIn Video Posts Generate 3X More Reach, Study Finds | What Does Trump’s Election Mean For The TikTok Ban? | Treat LinkedIn Like Instagram And Watch Your Visibility Soar! + More!
Coming at you a little late from last week to let the election results and my own travel back east settle...
Last week I was in New York for the annual meeting of Digital Marketing Institute's Global Industry Advisory Council, a board that I am honored to be a member of together with executives from Google, IBM, Microsoft, Hubspot, and many others.
As we discussed what digital marketing was going to look like in 5 years, a few things became clear:
Large enterprises are asking their employees to find ways of using AI to do the mundane work that is repeatable. Upskilling of employees in order to do this is becoming a top priority.
Google Saerch Generative Experience is very top of mind, and companies are assessing how they can appear in the responses of LLM (Large Language Model) AI chatbots such as ChatGPT, as it becomes increasingly important for what we used to call "SEO." It's less about "share of voice" now and more about "share of model."
Businesses are pouring all of their knowhow into their own proprietary LLMs to extend the knowledge base of 3rd party LLMs such as ChatGPT and glean competitive data insights.
Large brands realize that disruptive startups rely heavily on the personal branding of entrepreneurs and the savvy use of influencer marketing. For that reason, more and more brand managers are asked to be more entrepreneurial, to the point where some of them are no longer called brand managers and instead called brand entrepreneurs.
The net-net: Move fast AND be more agile.
The beautiful thing about this is, as entrepreneurs and small business owners, we ARE agile and move fast. The skill sets that we have is something that large enterprises would love to transpose on their own employees.
However, what this also means is that we have to move faster and leverage AI to a greater degree ourselves.
I am still doing my own research as to what this might look like to an entrepreneur or small business, but my first point of priority for you is to leverage ChatGPT for EVERYTHING you do. In our conversations it was clear that AI is not just about Generative AI, where a lot of marketers focus. As knowledge becomes a commodity, the value of Generative AI in the grand scheme of things becomes less. It is more about using AI for data analysis and strategic insight where its value will be greatest.
Those are a few thoughts to get you through the week. I will be putting my author's hat on this week and attending Author Nation in Las Vegas - let me know if you'll be there or in the area!
I had a fascinating interview with Jon Gillham, founder of Originality.ai, on the implications of AI-generated content for Google search. Jon discusses Google’s approach to AI content, detailing both Google’s stated stance and how much AI-generated content appears in search results. Key topics we covered include strategies for detecting AI content, maintaining content quality, and avoiding issues with AI spam. This episode offers actionable advice for ensuring content originality in an AI-driven digital environment.
In this episode, I dive into how applying Instagram-like strategies on LinkedIn can boost your visibility. I cover why LinkedIn’s algorithm favors authentic, engaging content and how using more visuals and personal insights can drive engagement on the platform. You'll learn practical tips on crafting posts that feel relatable, the impact of a consistent posting schedule, and how LinkedIn can be a powerful tool for personal branding when treated with the creativity often reserved for Instagram.
Donald Trump’s presidential win could unexpectedly support TikTok as it faces a potential federal ban. During his previous term, Trump initiated calls to ban TikTok over data privacy concerns tied to its Chinese parent, ByteDance. However, in his 2024 campaign, Trump shifted, urging supporters to back TikTok. Biden signed legislation requiring ByteDance to sell TikTok by January 2025 to avoid a ban, though a 90-day extension could push the decision to Trump. Trump’s evolving stance may also be influenced by his relationship with Jeff Yass, a major GOP donor who owns a ByteDance stake.
A recent study reveals that LinkedIn video posts yield three times more reach than text-only posts, making them highly effective for engagement on the platform. This finding underscores LinkedIn’s shift toward video content, aligning with broader social media trends where video drives stronger interaction and visibility. For marketers and professionals looking to amplify their reach on LinkedIn, incorporating video into content strategies could offer a significant advantage, capturing more attention and boosting engagement compared to other post types.
Zero-click searches are when Google answers user queries directly in search results, meaning users don’t need to click through to websites. This trend is driven by features like AI summaries, featured snippets, knowledge panels, and local packs, all designed to enhance user experience. To optimize, brands should target keywords suited for zero-click features, structure content for quick answers, use schema markup, enhance local SEO, and increase E-E-A-T to boost credibility. Diversifying across multiple search platforms also helps counter zero-click traffic losses.
To maximize Black Friday email campaigns, consider three essential strategies beyond just sales. First, a product video walk-through email shows your product in action, helping buyers visualize and engage. Second, a pattern interrupt email uses a story-based approach to capture attention amidst sales-heavy messages. Finally, a clicked-but-didn’t-buy downsell email targets those who showed interest but didn’t convert, offering a lower-cost product to encourage purchase. These emails can enhance connection and boost conversions in a competitive inbox.
TikTok Shop has transformed the platform into a powerful sales channel for small businesses, marketers, and creators. This in-app shopping feature allows users to buy directly from shoppable videos and live streams, creating a smooth and engaging shopping experience. For brands, TikTok Shop offers direct-to-consumer sales, influencer partnerships, and a simplified customer journey. Success on TikTok Shop requires engaging content, authenticity, and a proactive approach to customer trust. With continued investments, TikTok Shop holds immense potential for business growth.
ChatGPT, Gemini, and Claude are AI chatbots offering varied strengths: ChatGPT provides structured, reliable responses ideal for technical queries, with real-time data available in its paid version. Gemini delivers fast, user-friendly responses with multiple drafts, drawing on real-time Google data, though sometimes less detailed. Claude stands out for in-depth, actionable responses, useful for users needing thorough insights, though it can be slower. Each chatbot serves different needs, but all may occasionally present inaccuracies, so cross-verifying responses is recommended. Read on for the full comparison between these three largest AI chatbots!
AI voice generators have rapidly advanced, making it easier for businesses, creators, and individuals to create professional-sounding audio content. Today, AI voice generators offer lifelike voices, enabling use cases from virtual assistants to podcasts. Key features to look for include realistic sound quality, customizability, and compatibility across devices. Using AI for voice generation can save time and reduce costs, providing versatile tools for marketing, education, and customer service, enhancing audience engagement. Check out my recommended shortlist here.
Content curation tools streamline the process of finding, organizing, and sharing relevant content with your audience. These tools offer features like content discovery, social sharing, scheduling, and analytics to make it easier to stay active on social media and provide value consistently. Popular tools include Feedly, Pocket, and Scoop.it for content discovery, while tools like Buffer and Hootsuite help with sharing and scheduling. By leveraging these tools, you can efficiently enhance your content strategy and boost audience engagement. Check out my recommendations in this post.
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Weekly Digital Marketing & Generative AI for Marketing News from Your Digital Marketing Coach
Neal Schaffer
Every Friday I provide a curated newsletter for thousands of marketers, entrepreneurs, business owners and content creators that covers the latest news as well as actionable advice on all things digital, content, influencer, and social media marketing. I try my best to also provide advice on the latest developments of generative AI and how to leverage it for marketing as well as personal branding for your digital presence.
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