How to Use AI to Create Content that Converts

This Week

Welcome to the 40th edition of Zero to Unicorn!

This week, I’ll help you solve your content conversion woes, give you a snapshot of AI Overviews, a look at the latest AI releases, and share advice on implementing AI at work.

Here’s what you’ll find below:

• Using AI to improve your content conversion

• Google AI Overview’s impact on SEO

• 5 questions to ask before implementing GenAI

• Microsoft launches new Recall features

• Data will make or break workers’ trust in AI (report)

• 6 long-term AI marketing predictions from a16z

• Salesforce launches new marketing copilots

Want Content That Converts? Use AI

Are you tired of pouring your heart and soul into content that fails to drive results? 

You’re not alone. 

A staggering 60% of B2B content sits unused, never reaching its intended audience or achieving its goals.

But what if I told you there was a secret weapon to overcoming these challenges? A way to create content that captivates your audience and drives meaningful business results?

Read the full article for free with my Medium Friend link.

Google’s AI Overview to Change SEO Forever

Google’s AI Overview will significantly change SEO, but search expert Neil Patel says not to panic.

Despite some early hiccups (like AI suggesting using glue on pizza and eating rocks), marketers shouldn’t discount the changes Google is making to its search functionality.

In the coming months, marketers will need to adapt to AI overviews and how it pull information from the Google Search Index.

But one thing will never change, he says: if you create high-quality content with your audience in mind (rather than trying to manipulate Google), you can’t lose. New and fresh content is still essential for Google to index and pull from, so content remains crucial.

While the dust settles around AI Overview, Patel recommends focusing on five key activities:

1. Check Your Focus Keywords: Review the search results for your key terms to see if there's an AI Overview and if you're mentioned. Assess the accuracy of the AI's answer to understand your current position.

2. Get Mentioned: Gain mentions and links from credible sites, as Google values corroboration from reliable sources for AI Overview results.

3. Optimize Technical SEO: Ensure your site is technically sound to show Google that your pages are clear, relevant, and authoritative.

4. Create Comprehensive Content: Focus on in-depth content, as Google's emphasis on multi-step reasoning favors detailed information.

5. Think Long-Term: By continually analyzing and refining your strategy, you can stay prepared for ongoing changes in AI Overviews and other features.

You can read the article at the Neil Patel Blog.

5 Questions to Ask Before Implementing AI

Sixty-three percent of marketing leaders intend to invest in generative AI (GenAI) in the next two years. While the technology promises to be transformative, incorporating it has challenges. 

Fast Company writers Barie Carmichael and Praveen Krishnamurthy say you need to answer five key questions before you get started:  

1. How good is your data? Ensure it is accurate and complete for effective AI use.

2. Will it integrate with your current tech stack? Proper integration is crucial for smooth operations.

3. What privacy and security measures are needed? Protect customer and company data.

4. How will customers perceive AI-generated content? Transparency about AI use can improve acceptance.

5. What ethical considerations exist? Address biases and ensure fairness in AI outputs.

If you know the answers, then your AI integration has the potential to personalize and improve the customer experience.

For more details, read the full article on Fast Company.

Microsoft Launches New AI Recall Feature

Microsoft unveiled a new AI-driven feature for Windows 11 and Surface devices last week. Recall can search and recall anything you’ve seen or done on your PC — like a personal historian.

Recall captures and stores snapshots of your activities—including logging things you do in apps, tracking communications in live meetings, and remembering all websites you’ve visited for research—so you can later search and retrieve them. You’ll need Qualcomm's advanced AI processing capabilities to access the functionality.

Read about the announcement at The Verge.

Data Will Make or Break Workers’ Trust in AI

A Salesforce survey of 6,000 global knowledge workers suggests that AI has a data problem. Nearly 6 in 10 AI users say it’s difficult to get what they want out of AI, with half claiming they don’t trust the data used to train today’s AI systems. More than three-quarters say that accurate, complete, and secure data is critical to building trust in AI.

“The future of enterprise AI isn’t about more data – it’s about the right data. When AI is grounded in a company’s own data, it delivers more useful results and drives greater trust and adoption.”

– Wendy Batchelder, SVP, Chief Data Officer, Salesforce.

Visit Salesforce for the full report.

6 Long-Term AI and Marketing Predictions

It's easy to predict the immediate effects of new inventions but much harder to see the ripple effects that follow. This makes it tough to say what will happen in the next year, let alone the next ten. 

Andrew Chen, general partner at a16z, says when thinking about AI’s impact on marketing, we should look for ideas that go beyond our current capabilities. 

Here are his long-term predictions:

• Infinite content creation capabilities

• Internationalization with instant translation and localization

• Personalized white glove service

• Marketing channels will be upended, with AI companions leading the way

• A swing toward the authentic vs the perfect

• The convergence of sales and marketing

You can explore all of his predictions at his Substack.

Salesforce Launches New AI Marketing Copilots

Last week, Salesforce introduced AI-powered assistants for marketing teams using their platform. These assistants can automatically create marketing plans, content, and email campaigns.

They can also work with your data, even if it's stored in AWS, Snowflake, or other places. While you can use public AI models like ChatGPT with your customer data, Salesforce promises your data is safe.

Salesforce says they designed the copilots to help companies become what they call “an AI enterprise.”

If you’re curious to know what being an AI enterprise means, here are the key characteristics:

1. Building a 360 view of the customer

2. Unlocking and activating data

3. Deploying trusted AI copilots

4. Delivering AI-powered analytics

5. AI-powered collaboration

Read about the full product release and AI enterprises at Salesforce.