Welcome to The Ross Simmonds Show. A show exploring the different sides of entrepreneurship, how Ross is growing his global marketing agency, building software, raising a family, and attempting to do so much more. On this show, Ross explores what goes into executing with excellence, embracing innovation, marketing at a high level and doing it all with intent of the playing the long game.
This show is a proud member of the HubSpot Podcast Network.
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Exploring Prompt Engineering in Marketing Strategy with Ethan Crump
Thursday, August 29, 2024 • Duration 38:51
In this special episode of Create Like the Greats, Ross is joined by Ethan Crump, a Senior Content Marketing Specialist at Foundation, to unveil the concept of prompt engineering and its significance in leveraging innovative tools like ChatGPT, Claude, and Perplexity. The conversation delves into how prompt engineering is shaping marketing strategies, exploring its growing influence in the field. Ross and Ethan also discuss the benefits, offering insights into various prompts that can be utilized to enhance AI-driven marketing campaigns.
Key Insights
1. Partnering with AI for Enhanced Productivity
Treating AI as a collaborator in content creation can significantly enhance productivity. By laying a solid foundation of quality input, AI can expedite the content creation process while maintaining relevance and precision. Effective prompt engineering, particularly when built on advanced prompt-writing techniques, allows for more tailored and goal-aligned outcomes, transforming AI into a powerful tool for marketers.
2. Chain-of-Thought Prompting
Chain-of-thought prompting is a technique that enhances the reasoning abilities of AI by guiding it to break down complex problems into smaller, more manageable steps. This method helps the AI provide a clear and logical progression of ideas, leading to more accurate and thoughtful results. By using this approach, you can improve the depth and quality of the AI's responses in your marketing efforts.
3. Leveraging Different Types of Prompts
Use a variety of prompt types, such as extraction, summarization, and creation. When used strategically, these prompts can uncover valuable insights, generate engaging content, and effectively connect with your audience. Understanding when and how to use each type of prompt is key to maximizing the impact of AI in your marketing efforts. The AI marketing console has tons of different prompts that people can steal and use.
4. Visual Prompting
Visual prompting can yield impressive results in creative fields. Tools like DALLE and Midjourney, enable users to create art or design mockups through well-crafted prompts. By developing a prompt library with specific artists, styles, and techniques, marketers can quickly generate high-quality visuals that align with their brand’s aesthetic and messaging.
Resources
Prompt Engineering: A Guide for Marketers and Content Creators - https://foundationinc.co/lab/prompt-engineering-guide-marketers/
AI Marketing Console - https://ross.gumroad.com/l/ai-console
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╰ foundationinc.co/team/ethan-crump
The Key to Better Content
Thursday, August 22, 2024 • Duration 01:04:48
In this episode of Create Like the Greats, Ross shares an engaging conversation from his appearance on The Copywriter Club Podcast with Rob Marsh. They explore how content creation is evolving, especially in light of new technologies, and discuss what this means for writers moving forward. The episode dives into the importance of storytelling, the shifting role of content marketers, and practical strategies for making the most of your content. Ross emphasizes the importance of balancing technology with human creativity and strategic thinking in the ever-changing world of content marketing.
Key Takeaways and Insights:
1. The Power of Storytelling and Curiosity
Ross emphasizes how storytelling, fueled by curiosity, is key to creating content that resonates. By staying curious and always seeking to learn, writers can craft compelling narratives that capture attention and engage audiences, making their content memorable and impactful.
2. The Rise of AI and Its Impact on Content
While AI has allowed for the creation of vast amounts of content, it has also flooded the internet with low-quality and generic articles. Ross highlighted the need for human intervention to elevate the quality of AI-generated content. Great copywriters, content marketers, and writers in general possess unique insights, creativity, and strategic thinking that AI cannot replicate.
3. Evolving Role of Content Marketers
Content marketing is not just about producing content; it’s about ensuring that content reaches and resonates with the right audience. Ross discusses the need for content marketers to take a broader view, integrating both creation and marketing strategies to maximize the impact of their work.
4. Maximizing the Lifespan of Content
Ross shares the importance of getting the most out of your content by resharing and repurposing it over time. By keeping valuable content in circulation and updating it as needed, businesses can maintain engagement and drive traffic without constantly needing to create new material. This strategy helps to extend the life and effectiveness of existing content.
Resources:
Create Once, Distribute Forever - https://rosssimmonds.com/book/
The Copywriter Club - https://thecopywriterclub.com/
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ChatGPT For Keyword Research & Marketing Research: Why You Shouldn't Trust It (Experiment)
Thursday, June 20, 2024 • Duration 15:14
In this episode of Create Like the Greats, Ross delves into the intersection of AI and SEO, exposing the misinformation spread by major media publications within the industry. He discusses recent articles by journalists and experts that misleadingly advocate for the use of ChatGPT in keyword research, keyword difficulty estimation, and subreddit selection. Ross highlights the significant errors in these claims and emphasizes the dangers of relying on AI for such critical SEO tasks. This episode is unique as Ross shares a comprehensive presentation on the topic. Tune in to this eye-opening episode and discover why following these misguided recommendations could be one of the biggest mistakes in your SEO strategy.
You can also check out Ross’ presentation here: https://www.youtube.com/watch?v=g5cytgJgFMI&t=2s
Resources
How Content Is Evolving Thanks to AI — Whiteboard Friday - https://moz.com/blog/content-evolving-with-ai-whiteboard-friday
HeyGen - https://heygen.com/?sid=rewardful&via=ross-simmonds
RossSimmonds.com - https://rosssimmonds.com/
Foundation Marketing - https://foundationinc.co/
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Mastering Digital Marketing: AI, SEO, and Content Diversification
Thursday, June 13, 2024 • Duration 15:34
In this episode of Create Like the Greats, Ross shares valuable insights into the world of marketing, SEO, and content creation. He discusses how businesses can boost their online presence, attract new customers, and foster growth by integrating these strategies. He talked about the fundamentals of marketing, utilizing AI-driven tools, optimizing content for search engines, and tailoring strategies to suit different business types and platforms. By implementing these tactics, you can successfully navigate the ever-evolving landscape of digital marketing.
Key Takeaways and Insights
1. The Power of Communities
Many people overlook that the evolution of SERP is driven by changes in how humans interact online. We now trust people more than robots, always have and always will. People are looking to get their answers directly from other people, and communities like Reddit have become prime sources. Over the last few months, there has been a significant increase in content from Reddit appearing in SERP due to licensing deals with OpenAI and Google. This trend is set to continue, positioning Reddit as an increasingly important player in search results.
2. AI-Powered Platforms
LLMs (Large Language Models) are revolutionizing the way we conduct searches and interact online. Platforms like OpenAI, Perplexity, and Claude are at the forefront of this change. Users engage in conversations with these AI systems, asking questions and receiving detailed responses. These AI-powered platforms are significantly altering the landscape of search, providing more interactive and intuitive ways to find information.
3. The Fundamentals of Successful Marketing
Ross highlights the four key fundamentals of marketing: research, creation, distribution, and optimization. Conducting thorough research helps identify target audiences and their preferences. Content creation involves developing valuable and engaging content tailored to these audiences. Successful distribution involves employing various channels to reach a wider audience, while optimization ensures that content is discoverable on search engines. These fundamentals form the backbone of a successful marketing strategy, helping businesses grow and succeed in the digital age.
Resources
OpenAI - https://openai.com/
Perplexity - https://www.perplexity.ai/
Claude - https://claude.ai/
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Jason Barnard on Marketing at Kalicube, SEO and Brand SERPs
Thursday, June 6, 2024 • Duration 50:03
In this episode of Create Like the Greats, Ross sits down with Jason Barnard, CEO of Kalicube to delve into the fundamentals of search engine optimization (SEO) and and Google's evolving understanding of search engine results pages (SERPs). They talked about the importance of educating Google to represent your brand, the role of content in SEO, building a knowledge graph, the significance of branding, the use of AI in SEO, and the impact of Google's NLP.
Key Takeaways and Insights
1. Understanding Google's Evolution
Google is no longer solely about SEO strategies but rather about comprehending the context and purpose behind content. Google's focus has shifted from keywords to understanding the intent and meaning behind the words used. This means that businesses can now influence how Google represents their brand by effectively educating it.
2. Balanced Digital Marketing Strategy
While some believe that flooding the internet with content can boost their rankings, Jason discusses that a balanced approach is key. Google aims to present a comprehensive overview to its users, so it's important to have a digital marketing strategy that engages your audience effectively while maintaining quality and relevance.
3. The Importance of Branding
Branding should take priority over marketing. Establishing a strong brand identity allows businesses to market effectively and package their marketing materials for search engines like Google and Bing, conveying who they are, what they do, who they serve, and their credibility as a solution.
4. The Role of AI in SEO
Fundamentals of marketing and SEO should be prioritized over using AI to manipulate search rankings. SEOs possess unique insights and skills, and Google serves as a valuable indicator of digital marketing performance.
Resources
Kalicube - https://kalicube.com/
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Gregory Kennedy on Unlocking B2B Marketing with AI: Navigating New Paradigms
Thursday, May 30, 2024 • Duration 50:24
In this episode of Create Like the Greats, Ross sits down with Gregory Kennedy from BrandZen shared some game-changing insights into the world of B2B marketing. Their chat revolved around Kennedy's report, "New Paradigms in B2B Marketing," unpacking crucial ideas resonating with marketers navigating the digital landscape. Gregory highlighted the transformative role of AI, the importance of optimism in online interactions, and the enduring relevance of classic marketing frameworks.
Key Takeaways and Insights
1. AI-Driven Personalization as a Trend
The growing importance of AI-driven personalization in marketing strategies. Traditional methods like using first names are becoming basic expectations, and marketers need to explore the substantial opportunities that AI offers in tailoring content to individual consumers. This trend can lead to enhanced connections with customers and better overall campaign results.
2. Social Media Optimization
Gregory emphasized the essence of genuine audience engagement over mere social media clicks. While marketers previously focused on maximizing clicks, there is now a shift towards 0-click social media optimization. This approach prioritizes impressions and reach over click-throughs, leading to a strategic realignment that better fits current trends and audience behaviors.
3. The Value of the Funnel and AIDA
Despite emerging paradigms, the traditional marketing funnel and the AIDA framework (Attention, Interest, Desire, Action) continue to be valuable tools for marketers. Understanding these mental models helps marketers create effective copy and guide consumers along the buyer's journey with precision.
4. Brand Advocacy and Employee Participation
Gregory and Ross talked about the importance of brand advocacy and suggests that organizations should invest resources in measuring and promoting employee participation. Employee advocacy not only enhances a company's reputation but also benefits individuals' career growth and attracts customers, creating a win-win scenario for both the organization and its employees.
Resources
New Paradigms in B2B Marketing - https://www.wearebrandzen.com/research/
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Junae Brown On Marketing At Browned 2 Perfection: Navigating Creativity, Digital Trends, and Personal Growth
Thursday, May 23, 2024 • Duration 01:17:10
In this episode of "Create Like the Greats," Ross sits down with Junae Brown, Founder and CEO of Browned 2 Perfection Agency. Junae shares her inspiring journey in the marketing world. Through the lens of authenticity and adaptive strategies, she showcases her deep expertise in crafting impactful marketing campaigns. Junae's insights into the importance of personal identity in marketing and the evolving landscape driven by AI provide valuable takeaways for marketers and entrepreneurs alike.
Key Takeaways and Insights
1. The Importance of Authenticity
Junae emphasizes the significance of authenticity in creating brand loyalty. Authenticity helps brands connect with their audience on a deeper level and aligns with the purpose of the product or service. By being genuine, brands can build trust and long-lasting relationships with their customers.
2. Junae's "I Am the Marketing Plan"
The concept is twofold: it focuses on establishing strong, authentic, lucrative, and impactful personal brands, and on building loyalty-based consumer or company brands. Additionally, it emphasizes personal growth and becoming one's best self. Junae believes that while technical marketing strategies are essential, recognizing and maximizing one's inherent capabilities is equally powerful.
3. The Evolution of Marketing Strategies
Junae believes in the necessity of adapting to the ever-changing marketing landscape. She talks about the importance of utilizing modern tools like AI to enhance human creativity and strategy. While AI offers powerful capabilities, maintaining a human touch and being open to change are essential for sustained success in marketing.
Resources
Browned 2 Perfection - https://www.browned2perfection.com/home
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Erica Schneider on Mastering the Art of Writing and Editing in the Digital Age
Thursday, May 16, 2024 • Duration 50:48
In this episode of Create Like the Greats, Ross sits down with Erica Schneider, an experienced editor and founder of the program Cut the Fluff, who shares her journey as an online writer and entrepreneur. Erica provides valuable insights into the world of writing and editing, emphasizing the importance of clear thinking in writing, the impact of AI on copywriting, and the significance of finding balance in work and family life.
Key Takeaways and Insights
1. Journey to Becoming a Writer
Erica discovered her passion for writing in high school and ventured into SEO blog writing through platforms like Upwork. She persevered and gained valuable experience working as an English teacher in Thailand. This diverse background gave her a unique perspective and a solid foundation for her career in writing.
2. A Path to Good Writing
Good writing is good thinking, but not all thinking is clear thinking. Many writers make the mistake of trying to edit themselves while writing, leading to confusion and poor-quality content. Erica Schneider's expertise lies in helping writers master the art of editing by separating the writing and editing processes. By stressing the importance of clear thinking, she empowers writers to produce high-quality, concise, and engaging content.
3. The Art of the Hook: Writing Engaging Content
Erica shares insights into crafting captivating hooks in writing. By practicing and learning from failures, writers can enhance their ability to create compelling introductions. Erica suggests finding an accountability buddy to review and critique each other's work, a process that helps writers better understand their strengths and weaknesses. Mastering the art of writing effective hooks is essential for capturing readers' attention and encouraging further engagement.
4. AI and Copywriting: Embracing the Future
Erica delves into the impact of AI on the field of copywriting. While AI tools can offer valuable assistance with generating ideas and crafting headlines, Erica emphasizes the importance of personal touch and human creativity in writing. By combining the efficiency of AI tools with their own unique writing style, writers can optimize their content creation process and produce engaging and tailored copy.
Resources
Long to Short - https://long-to-short.com/
Cut the Fluff - https://cut-the-fluff.ck.page/
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Mastering Generative Engine Optimization
Thursday, May 9, 2024 • Duration 21:09
Welcome to "Create Like The Greats," where we delve into the burgeoning world of Generative Engine Optimization (GEO). This episode explores the transformation from traditional SEO to GEO, a necessity in today's AI-driven digital landscape. We examine how the rise of AI search engines is reshaping content creation and digital marketing, offering insights and practical strategies for engaging both human and AI audiences effectively.
Key Insights
The Evolution from SEO to GEO: Understand the shift from Search Engine Optimization to Generative Engine Optimization, and why it matters.
Foundations of GEO: Discover the origins of GEO, its defining features, and how it differs from traditional SEO.
Strategies for Success: Learn the key strategies that influence AI-driven search engines, including language uniqueness, authoritative content, and the use of citations and statistics.
Practical Applications: Gain insights into how to apply GEO principles depending on the intent of the query—whether informational, navigational, or transactional.
Future of Digital Marketing: Consider the future implications of GEO and how it represents the next step in the evolution of digital content strategy.
Resources
What’s Generative Engine Optimization (GEO) & How To Do It - https://foundationinc.co/lab/generative-engine-optimization
GEO Targeted: Critiquing the Generative Engine Optimization Research - https://sandboxseo.com/generative-engine-optimization-experiment/
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Alessandra Colaci on AI and Marketing at Humans + AI: Unlocking the Power of AI in Marketing
Thursday, May 2, 2024 • Duration 51:32
In this episode of Create Like the Greats, Ross Simmonds and Alessandra Colaci of Humans + AI delve into the world of AI and its vast potential in marketing. They explore how AI can elevate productivity and drive innovation in marketing strategies. They discuss various aspects of integrating AI into marketing practices, from harnessing existing data to overcoming resistance. Additionally, they delve into specific applications such as AI in sales, creativity, e-commerce, and content creation. Throughout the conversation, they highlight the importance of understanding AI's capabilities and embracing its role in shaping the future of marketing.
Detailed Breakdown
1. Harnessing Existing Data for AI:
Leveraging customer data, use cases, and personas can inform AI-driven decisions, enhancing marketing strategies through valuable insights. Chat GPT facilitates data conversations, enabling analysis and extraction of information based on natural language patterns, thereby improving insights.
2. Sales and AI:
AI tools empower salespeople by enhancing efficiency, identifying the right contacts, and analyzing successful approaches for improved results.
3. Standing Out with AI:
AI-powered marketing serves as a unique differentiator, augmenting human efforts to achieve greater success and productivity. Shifting from repetitive tasks to strategic and creative work is essential. AI can free up time for deeper and more meaningful endeavors.
4. Overcoming Resistance to AI:
Resistance to AI often stems from fear or uncertainty, which can be overcome through education and understanding of its capabilities.
5. AI in Creativity:
AI assists agencies in generating a high volume of creative ideas. Tools like Runway and Mid Journey enable image animation for creative projects. While voice-over tools enable storytelling, meditation audio, and creation of company spokespersons.
6. Mailshake's AI Content Creation:
Mailshake offers AI-powered content creation tools for email marketing, emphasizing the importance of continuous improvement in outreach and marketing efforts.
Resources:
ChatGPT: chat.openai.com/
Midjourney: midjourney.com/
Runway: runwayml.com/
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