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Strategies for AI-Driven Storytelling in Marketing
421 Plays2 months ago
Welcome back to the AI-Driven Marketer. in this episode, Dan Sanchez shares a replay of a guest appearance I had on the business of storytelling podcast with Christophe Trapp. And I talked about a number of different ways that you can use AI to do better storytelling in your business from a strategic level to practical levels. And I even spent a lot of time talking about why the new ChatChupichi 0 one preview is a fantastic new model available to marketers in order to make these kinds of things happen. So without further ado, I'm going to now tap play on that episode for you to watch and listen to.
Timestamps:
00:00 Constant AI platform updates; OpenAI leads advancements.
03:28 New AI model excelling with reasoning ability.
07:17 Original content and thought leadership are essential.
09:42 Strong strategic narrative, needs minor improvements for fun.
13:38 Use AI to create engaging customer case studies.
18:04 AI improving productivity for content repurposing constraints.
21:34 Use AI to fix customer journey bottlenecks.
23:23 AI enables hyper-personalized, creative storytelling in marketing.
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Transcript
Intro
00:00:04
Speaker
Welcome back to the AI Driven Marketer. I'm Dan Sanchez, my friends. Call me Danchez. And in this episode, I'm actually doing a replay of a guest appearance I had on the Business of Storytelling podcast with Christoph Trapp. And I talked about a number of different ways that you can use AI to do better storytelling in your business, from a strategic level to practical levels. And I even spent a lot of time talking about why the new ChatQBT01 preview is a fantastic new model available to marketers in order to make these kinds of things happen. happen. So without further ado, I'm going to now tap play on that episode for you to watch and listen to. Hey, hey, hey, business storytellers. How's everyone doing? Episode 670. Actually, we had a cancellation this week or a reschedule. That's fine. We're just rolling with the punches around here. Last episode in this studio. Next time you'll see me, I think things are going to look different. I might go back to these sound panels, which you can get on Amazon, my Amazon storefront, by the way, Kristoff trap on Amazon.
00:01:00
Speaker
You'll find me, I got some different ones. So we will see if I like them. If I still sound as good as I can, maybe I won't, who knows. But today we're going to be talking to the AI Driven Marketer. Now, if that's not a title and a website, you can check it out right there below aidrivenmarketer.com. Dan Sanchez ran across him somewhere on some podcasts and I thought interesting topic. I think it was about podcasting.
00:01:27
Speaker
on how to use AI in podcasting. We'll make it a little bit broader today and talk about how do you implement AI powered storytelling? And we're not talking about delving, ha ha, ha ha, into crap. We're talking about how do you use it to still tell your unique story and of course align it with the customer journey. Dan, welcome to the show.
00:01:51
Speaker
Man, thanks for having me on. This is awesome. I'm excited to talk about this topic. And I feel like this topic was just made even more like possible by Chat GPT's new release that came out last week. So when I saw this show coming up, I'm like, oh, this is going to be good because what's what's available right now, I think, is changing the game for storytelling specifically. So I'm excited to jump into it.
00:02:16
Speaker
There, let's jump into it. But carefully, I have a new hip. So I'm not allowed to jump or run any anymore. But I'm not going to get up anyways, my friends. So you know let's talk about what the update is, because there's updates all the time. And it's actually quite difficult, in my opinion, to keep up on what matters, what doesn't matter. How do I implement it? Does it work? you know like what's Why was this update to chat GPT so important? And what what is it to this discussion?
00:02:43
Speaker
So there's minor updates all the time, with all the a platforms and they're constantly like neck and neck and they're constantly showing their new test results of like, Oh, now Claude slightly better than chat GPT and now chat GPT. Oh, Google take a little, it's like game, a game of inches. And every once in a while, one will overtake open AI is kind of in the front runner ever since they launched chat GPT, right? But they did just launch something new that is very exciting. And then their naming convention of it is horrible, but.
00:03:12
Speaker
At the end of the day, when I play with it, I'm seeing nothing but great results from it. You have to be a paid user of chat GPT. So you're going to be paying the $20 a month. Sorry for my free user friends, but this one, this one's behind the gated wall and you're only allowed to use it 50 times a week. Uh, which for me is enough and I use AI a lot, but for some, for power, I guess super power users, it's not quite enough sometimes. so but this new version called O one preview is exciting because it's the first model that has reasoning ability baked into it. I think we've all had the experience with AI where it's like, it just stumbles over something simple. Like it can't even, it can do algebra. Yeah. It can't count.
00:03:55
Speaker
What the heck? ah ah It can it could do complex strategy work sometimes, but yet it can't seem to understand the mechanics of some simple things. And trying to understand the the boundaries of what AI and can and can't do made it, I don't know, made it easy for people like me who specialize in it and in order to get the most out of it, but made it hard and and sometimes unapproachable to figure out what AI is actually capable of. But this new O1 preview model makes it easy because it actually reasons through what you're asking it for for a few seconds or sometimes a whole minute before it actually delivers the output. So yes, it's slower, but slowness is actually a feature here because it's taking time to think about it before it responds to you. Let me give you an example. Even if you do something like ask it for a typical thing, you might do a Google search for it. Like I live in Nashville and there's a lot of cool things to do in Nashville, right? It's a music city.
00:04:50
Speaker
but let's say i wanted to do something different i wanted to ask it like hey what are some fun things to do that are off the beaten path and child friendly a previous model might have struggled to figure that out it would have done okay but this time it'll actually take seven ten fifteen seconds to think like okay looking through the initial list vetting for what's off the beaten path checking to see if it's careful if it's free if it's uh appropriate for children to participate compiling a filing final list and then delivering the results very different than how all ai models currently do it which is just jump to answering the results whether they're right or wrong it's actually checking itself now and that slowness that reasoning ability uh changes a lot of things for ai i think especially for storytelling
00:05:39
Speaker
Yeah, it's very interesting. I mean, I go to, I use Claude. I'm a Claude user for the most part. And I say things like, are you sure? Did you make anything up? ah ah How do you know that? How do we know that? does that align with the project? They now have projects. That's actually very nice. You know, like for ChristopheTrap.com or even the podcast, I say, here's what the podcast is about. Here's kind of the tone for articles. Here's what we do, blah, blah, blah. What questions should I ask Dan?
00:06:03
Speaker
I don't even write questions, but if I were to, right? Like, that's what I would do on there. Here's what Dan does and and and whatnot. let's talk about AI powered storytelling. Now, i my strong opinion, and maybe if you disagree, I mean, let's, we can hash that out, you know, virtual arm wrestle here if you like to, but people just go into Jasper or AI writer and they just say, write me an article on AI powered storytelling, and then they get whatever they get.
00:06:28
Speaker
I don't think that's how you use AI at all. And I think that's that's a waste of time. It's not my unique story. It's never going to be my unique story. Now, can I get some ideas that way? Sure. But but how what does that mean, AI-powered storytelling? And how do we do it while we're still being unique with our story?
00:06:48
Speaker
I find that the key is feeding it the right information, right? I mean, it has been and it continues to be the key to getting good outputs out of AI from a marketing content, especially a content marketing standpoint, right? You can't just be like, write me an article about this thing my buyers care about. It's going to give you a vanilla article. It's going to suck.
00:07:06
Speaker
There's not much you can do about it. Now, I will say the 01 preview does a lot better because, again, it's thinking. You're like, hu if you're writing an article other it for this, it will actually think to itself like, hey, what's the target under like what's the target audience of this? And therefore, it will write a better article article because even without you telling it what the target audience is, it's probably going to think about it in the thought process like a good writer would.
00:07:28
Speaker
But even if you assign a great writer, just write a generic on a generic topic, it's probably not going to be that good without like some significant research to put into it. Hence, we all go to Google and go to very notable, like known websites. And we find we have well-written articles written by somebody who's never done the thing. Right. I did a search for how to vlog a couple like a few months ago and MailChimp spit out an article on vlogging 101.
00:07:55
Speaker
And I could tell as somebody who's picked up a camera and run around like Casey Neistat vlogging before that that article was written by somebody who's never ever picked up a camera has never done has no probably doesn't even follow any vlogs on YouTube.
00:08:10
Speaker
That's a disaster. And so AI has the same problem that humans do in that it needs original content. It needs thought leadership. It needs data. It needs expertise. It needs your experience in order to craft the stories. So if you can feed it the raw material, its ability to manipulate it and put out something very quickly is really good.
00:08:29
Speaker
one that I was doing recently that i'd like to leave here and challenge some people with is is using it to come up with a the company's strategic narrative, right? That's storytelling at a strategy level within the organization. It's very difficult to do Andy raskin made that very popular in the b2b space a few years ago and I remember sitting down when I was the the director of marketing for sweet fish media It's a large b2b podcasting agency and we wrestled for hours days even weeks over the strategic narrative going back and forth with each other like What's the old way versus the new way in the industry how do we introduce the solution without talking about our product or service how do we adjust to it and we studied it and we looked at it.
00:09:11
Speaker
Now with Owen Preview, I was literally just just on Sunday putting in a very generic prompt. I said, right in there andy raskin stylele strategic oh sorry write an Andy strategic narrative for the podcast agency, Sweetfish Media. Make sure it speaks to the needs of B2B marketers and incorporates a strong narrative that differentiate differentiates the company from its competitors and substitutes. What it gave me back, I'm like, ugh.
00:09:36
Speaker
I wish I would have had this a couple of years ago when we were working on this because it was good. Was it the perfect first draft? No, it like it went off on the kind of a tangent of conversational marketing, but still overall what it put out was very strong for a strategic narrative that I could then use to build the website or come up with other messaging and narrative pieces of content for the for the agency. Now, because it took 10 seconds to think, it's actually taking the time to evaluate Andy Raskin style.
00:10:04
Speaker
uh formulate the strategic narrative i'm like reading down the thought process because it actually gives you a little drop down of its thinking before it writes it's very helpful to see how it's embracing it uh the strategies involve shifting market dynamics and leveraging podcast power is it like the bullet points for its thought process before it spit out a strategic narrative that looks relatively good and of course you can come back and be like that's a great start but make it a little bit more fun sweet swish is this fun company and also the positioning is less around conversational marketing and more around uh being a personality driven brand order to connect with buyers emotionally and so it did that and actually came up with a great rough draft that i'm like i wish i would have had this to start from because it's so smooth and tweaking from there is the name of the game when it comes to storytelling i feel like
00:10:50
Speaker
AI's ability to come up with a good rough draft for starters, especially with its ability to reason now, is that at all time, it just it just puts us in a different place. We are no longer having to start with blank pages ever. We can now just be editors, curators, if you will. Yeah, you know, what's interesting to me about that, when you were talking about the strategic planning, I was thinking about the old, old, old days, right? Now I'm showing my age here, like you're in a conference room or wherever, or a retreat at the library or wherever, you know, somewhere fancy. and
00:11:20
Speaker
you would put post-it notes on the wall. yes where It's like, let's think about it. Let's think about it. And now you can just say, hey, what are the different aspects of a strategic plan that I really need to discuss, right? Like boom, there's your template or whatever. yeah And then you're like, okay, here's what you know about me already. What pieces should we incorporate? Boom. It's not going to be close or, you know, but it might, it's going to be a good start. Right. And that's, I think a lot of people forget about that. I actually,
00:11:44
Speaker
I found somebody, a high ranking person, second episode in a couple of weeks where I talk about the US Postal Service, I was trying to reach a high ranking person. I was just like, okay, what's the process for me to do this? And they said, you have to appeal it here and here and here to the district manager and whatever. And so I didn't get to the district manager, but I got to somebody pretty close because I was following that process in actually perplexity. Right. And then I called and she said, that's not me. And I said, well, it still got me pretty close. Right. So like you have to keep in mind there, it's not always correct.
00:12:14
Speaker
But when it comes to storytelling, so now you have the strategy in place. I use AI for all kinds of different things, including the the cutting up of the episode right today. We'll throw that into Opus clips. We'll get some clips that we'll use on YouTube, LinkedIn, blah, blah, blah. I use Otter to transcribe it right in a couple of seconds. i you know I think those are probably the main things. I use Claude to get some other ideas. OK, what are some things Dan and Christophe talked about that i that I didn't even think about earlier on that I could now write about?
00:12:43
Speaker
in addition to the actual topic that we declared initially. But what are some other ways that you would recommend people use AI in their storytelling? Absolutely. So I think some of the easy ways are looking at what are the stories going on in your business all the time. Think of case studies, customer testimonials, maybe even your founder story.
00:13:03
Speaker
sometimes it's hard to get them drafted unless you're working with a professional writer that knows that specializes in storytelling you're like like it's it's hard to get them down you write it doesn't feel right now if you could literally just throw the meat of it down like the case study if you have someone rattle off like well they came in Like maybe you get the sales rep in, you record a little session with him, and you get that little transcript of like, what was the problem they were coming in for? what And what was the solution? how do we do we arrive at that topic? like You could probably even take the sales calls and be like, hey, come up with a case study based on this, and then talk to customer service later who maybe got some data points on how well they're doing now. And then give AI that starting point in order to come up with a case study. Now, if you're going to do case studies really well, you might go and talk to that.
00:13:48
Speaker
That a customer with questions and kind of do a quick interview in order to unpack it But then you can unpack that interview pop it into AI and be like hey using this template. It's always good to give an example Come up with a case study based on the transcript of this story this template Come up with a case study that looks like this and it will execute it and put together a pretty dang good starting point for that story it's a case study again Stories from customers you can take Reviews and pop into AI and ask for stories or ask it to come up with Illustrations that you could pop into your website little simple stories right because we're all trying to figure out how to sell the often a sass tool needs little stories so people can Visualize what it's like to use the tool you're talking about the feature But if you take some of your feedback from reviews you can then have AI going based on those reviews Right play little stories you need throughout your website in order to tell a more engaging Overarching story about how this tool can be used by the team
00:14:47
Speaker
And it can even do creative things, but before I get into some of the more creative things that I've done with marketing and AI now, let's see if you have any questions about those little turning case studies into stories. yeah you know What's interesting to me too is when you're when you're talking about those things, is yeah what happens to the writers, right? I mean, you you need to be you still need to be an editor. You still need to know that the topic. When you were mentioning the the the example of, I'm not a Casey Neistat or whoever the person i was doing it, but They never even followed anybody who does that kind of thing. And then they wrote about it. I'm in the market research industry, right? I'm not a market researcher, but I write about it all the time. I i work with market research companies. So I know the industry better than somebody who wouldn't be in it. But how how do people adjust their skills? I personally think it's great, right? Like you I get the content and then I'll like, you know, get it into submission basically one way or another.
00:15:44
Speaker
But what are the skills that people have to have actually make this work? And how do you know, and and how dependent can you be on one tool? What if Claude AI goes out of business or chat GPT shuts down? I know i know they're not owned by Google, but you know, like we've seen that happen.
00:16:02
Speaker
I think these models are pretty, they're pretty close to each other. And if I had, if chat GPT stopped existing, I'd be like, okay, I'd go set up a cloud account, take my same payment, go pay it to Claude. And instead of having custom GPTs, that's what you think you call that artifacts, right? It's their custom GPTs where you can load it in with custom instructions and stuff. I can do the same thing with Google. Like these, ah ah not all the, all the companies won't die and they all work generally the same. There are nuances between them, but like generally it's like learning I don't know. It's not even like learning instruments. It'd be like jumping from the like, may I don't know. Maybe this isn't a fair comparison. I don't play these instruments, but jumping from like a violin to a viola, like they're pretty similar. And a lot of the a lot of the skill sets will carry over. I think what professionals need to focus on now, especially writers, is learning how to leverage the tool because you're going to know better how to leverage it.
00:16:55
Speaker
kind of like we did even in graphic designers are facing the same problem because it's getting easier and easier with things like AI powered tools and Canva and and like mid journey to come up with illustrations and design faster for non designers. The cool thing is is designers and writers have a better vocabulary in order to prompt AI to get better results out of it faster. So the the ones who embrace the tool sooner will be able to get ahead because they'll be able to do more work better and faster than i know the normal people will because i don't know how to don't know the words for the style that they want a client will have a specific need but they won't know how to say it the clients like oh you're looking for this. Which in design happens all the time they're like i want it to pop more you know you're like okay as a designer i have to now unpack that what do you mean pop more.
00:17:46
Speaker
Oh, they want it to be brighter brighter colors. Why? Oh, so that when they're in the wall of all their competitors, which are generally blue, like navy blue and banking, they want to stand out. So it doesn't necessarily need to be bright pink, but we need to stand out from navy blue. Writers have the same ability to understand what's actually needed versus what they think is needed.
00:18:06
Speaker
I will say that AI is getting better at interpreting what people actually want. And that's what we're starting to see with the 01 preview is that I no longer before to turn a podcast transcript into five LinkedIn posts.
00:18:22
Speaker
It would take a heck of a prompt like a mega prompt with instructions and examples and templates and formatting instructions on what to do. And it was loading it with too many emojis. And it it was like what it thought a LinkedIn post needed was wrong. So I'd have to and I'd have to correct it with all these things and even turn it into a chain prompt with like, OK, first do this, find the main ideas after you find the main ideas. Let's talk about what a good LinkedIn post looks like. OK, let's start with post one post two.
00:18:50
Speaker
Now with O1 preview, I can just give it the transcript and a two sentence prompt. And maybe it would help to have a little bit of my writing style and its ability to hit it right the first time.
00:19:02
Speaker
much higher. And so if we continue on this trend, it is concerning my and so personally, I'm looking at it thinking like, well, if Sam Altman is right, 95% of marketing is completely done by AI five years from now, then that's a problem that still leaves 5% probably running the AI machines and i'm like maybe I'll be one of those.
00:19:24
Speaker
or I've always considered marketing to be a bit of a black hole. If you ever noticed that you can never really spend enough in marketing, put enough people or talent or time into marketing, it can always take more. You can always put more money into marketing. And I'm like, maybe that black hole continues to exist. And even AI can't fill all the things that marketing could ever do. And we'll just have a different age of how we do things in marketing. It'll be very AI driven. I'm hoping for that future, not the one where a lot of us lose jobs, but you know, I'm trying to be prepared for both by plowing headfirst into AI and trying to get more out of it as I can. Yeah, I don't think we're all going to lose jobs. But it's I think it's going to change quite a bit, right? How do we do it? And it's what's interesting to me, too, is some people have that discussion about
00:20:08
Speaker
you have to disclose when you use AI, right? And like, is it only when you write from scratch? Is it when you do this and this and this? And I'm thinking, I don't disclose what kind of keyboard I use. I don't disclose that I've voice dictated my article. I don't disclose that I wrote it by hand and then typed it in after I edit it. Do you know what I mean? Like, at what point does it become just like that? And then when does it matter? I think it matters when it's completely wrong or when you're just kind of making up stuff. You know, like, I mean, I've had an article one time. But humans are wrong. You know what I'm saying? So it's like, so are how do you draw the line in that either? Well, i think the diff I think the line is when it just makes up stuff. So like, I was testing something the other day.
00:20:52
Speaker
And I said, I need some quotes in this or something. And and there was these random people in this article. and I said, who are these people? And it said, they're completely fictional. I'm like, where did it come from? Just made them up, right? So very, very interesting. But what's the next step? So AI powered storytelling companies want to do it. How do they use it to align with the customer journey? I mean, so you got like the production, the creation, you got the maybe analysis, but how do you align it?
00:21:21
Speaker
Right time, right place, you know those buzz words. You know, that's a really good question. I think, how do you align it to the customer journey? It's such a broad question. You're like, well, which part of the customer journey? Every part of the customer journey needs something different and how you can use AI to solve it depends. So generally, i where I find AI can be the most useful is looking at the bottleneck. What part of the customer journey is broken for your business? Which part is not resolved yet? You could probably start using AI to fix that bottleneck, but let's keep it on storytelling.
00:21:51
Speaker
Something that I'm experimenting with, this makes a lot of people really uncomfortable, but it's something that I'm pushing into harder more and more often because I think this is one of the most powerful parts of AI, is using AI to write custom content for hyper-personalized content.
00:22:07
Speaker
you want an example, it's on aidrivenmarketer.com slash course. It's a free course, and it will ask you three questions before you sign up for the course with your email. It'll ask you what your job title is, what market you're in, and who your buyer is.
00:22:21
Speaker
With those three pieces of information, I actually take the transcript video because there's a video five video lessons you'll get in a row on how to become better better at AI, but I'll actually customize the lesson with action points specific to who you are, who you sell to, and what you're selling. So that a CMO selling beauty products to tweens is going to get a very different lesson than an email marketing specialist on the ground level of the B2B SaaS startup.
00:22:46
Speaker
you're going selling to selling to maybe, I don't know, veterinarians. They're going to get a very different customized lesson because it's hyper personalized now. You could use that same mechanic for storytelling, right? If you do just a few pieces of information, the AI's ability to at scale customize the emails, the text messages, or other owned media is is is now possible.
00:23:10
Speaker
It wasn't, you couldn't do it before. You can only mad lib your way through automation so much, but AI is creative and it can fill in those stories, especially if you give a very tight parameters and you test it with all kinds of different things. I'm not saying you just let it go and put it out there because it's, again, this is scary, but this is where we're going.
00:23:27
Speaker
is the ability to to create hyper-personalized stories. Imagine if an email sequence has a story and it's actually highlighting the case study in such a way that it's going to be tuned to a CMO versus a director of marketing, who depending on who's in the sequence, right? that's That's a whole new level in order to actually engage people with on a way that only AI can do. Very interesting. Of course, you can level that up and scale it up much quicker than me. Thinking about it, hey, would this audience care about that at that point?
00:23:56
Speaker
much, much easier. AI driven marketer connect with Dan. There you can sign up for his email list. Dan, nice to see you. Thanks for coming on and we're out.