AI is Coming For Content Creation Jobs, Faster Than You Think!

“The Robots are Coming To Take Our Jobs!”

Fear of having jobs taken by robots (or immigrants, or people of color if we’re being honest) is a fear as old as jobs themselves.

A quick search for the root of this fear leads to results like this wikipedia entry for Technophobia which can trace it’s roots all the way back to a group of weavers destroying machines in 1675.

The fear of robots specifically goes at least “The Brazen Android” a story published in The Atlantic all the way back in 1891.

Whether it’s weavers, or Ford assembly line workers or now sportswriters the fear of robots taking our jobs is nothing new.

For the most part the fear of robots was limited to more manual tasks like assembling Ford F150s.

Companies like Braincorp have created automatic floor sweepers, while the Roomba robot vacuum cleaner has been cleaning homes with questionable effectiveness for over a decade.

Robotic Process Automation or RPA use machine learning to complete tedious paperwork tasks such as compiling documents for signatures or checking for compliance or legal privilege.

But for the most part those who created things (like content) believed that we would be safe from the robot job apocalypse.

Only it appears we were wrong.

First the content creating robots started by writing ads. If you’ve worked in online marketing over the last few years you’ve no doubt discovered programmatic Pay per click (PPC).

Programmatic PPC is an artificially intelligent system that allows you to automatically buy, place and optimize display advertising.

Or in other words the robot buys, places and optimizes the ad for you.

There goes a whole industry of PPC consultants.

Programmatic PPC
The Mist Comes For PPC consultants

In fact it’s been estimated that in 5 years all PPC ads will run, and optimize automatically after the initial setup without any human interface necessary at all.

Which is why Google is actively calling everyone who advertises with them to offer them help with their programmatic system.

I know, I’ve been on 3 of those calls and grilled them for information about their robots which I’ll share in an upcoming article.

Now content creators, bloggers, and video makers have another type of AI to content with as content creating algorithms have begun to slowly trickle onto the market.

The technology being used is

  • Natural language generation (NLG) similar to Natural language processing (NLP) this is the task of generating natural language from machine representation systems.
  • Intelligent narratives sometimes also called “data driven narratives” which are stories created from the collected data personalized for the audience.
  • Automated storytelling technology which is responsible for the first AI created screenplay Sunspring

And this technology is ALREADY being used.

3 companies already using A.I to create content:

  1. Quill. The most well known NLG software is Quill which was created by the Narrative Science company. Quill started as an experiment at Northwestern and currently produces over 1 million words a day as it creates reports, news stories and headlines for companies such as Groupon, and T.Row Price. 
  2. The Washington Post. It’s no surprise that a paper owned by the World’s Richest Man Jeff Bezos would be on the frontlines of AI created content. The Washington Post has an in house AI content creation system called “Heligraf” which wrote over 850 stories in 2017 alone. Heliograf also composes social media posts, news updates and alerts. Notable events covered by Heliograf include the Rio olympics and local political races in the DMV area.
  3. The Associated Press. While many people associate the AP with the old world journalism of newsrooms, black coffee and unfiltered cigarettes, they are actually one of the most advanced companies when it comes to content creating AI. The AP uses Automated Insights to take care of it’s oft neglected by humans corporate earnings reports beat. But what really separates the AP from the rest of the pack when it comes to intelligent content creation is with Wordsmith “The World’s First Public Natural Language Generation Platform. Let’s explain because that is a mouthful. Wordsmith works with you to create a story. First you set up rules, a template and and the required datapoints. From there Wordsmith does the rest creating the story. Wordsmith generates over 1.5 Billion Pieces of Content A Year or about half as much as I do. Companies that use Wordsmith include Microsoft and Allstate.

If you like me make your living creating content those last few paragraphs sent a cold shiver down your spine.

But there’s still reason for optimism if you are a content creator!

Why Content Creators shouldn’t panic: 

  1. Emotional Depth. If you look at the reviews for Sunspring the AI created screenplay you’ll see a lot of words like quirky and interesting. That’s because it’s still very difficult for AI to recognize the role that emotions play in making content interesting! Think of a show like “Parenthood” which is basically emotional porn. They crank the 70s music, a mother and son have a universally emotional moment and we all cry. AI has a LONG way to go until it is capable of writing shows like “Parenthood” or it’s evolutionary successor “This is us.”
  2. Context. In this Post I talk about how the biggest challenge for AI when it comes to language is context. Identifying things like sarcasm, and irony are still difficult for machines to do and are a BIG part of creating content that connects with your audience. Until computer programs can understand something as complicated as the “Aristocrats” joke comedians and other content creators will still be safe

3. Creativity. Last but certainly not least is creativity. Movies like Memento, or Pulp Fiction which bent the way narratives are used can’t be created by AI. AT least not yet. There will always be something to be said for the genius of human creativity that cannot be replicated.

I think about AI with regards to content creation like the famous quote about 500 monkeys at typewriters writing the best novel of all time. Or more accurately like this simpsons clips

While content creation robots are coming, all they are going to do is take the menial content creation jobs. They won’t be writing the World’s best novel or even the most popular blog posts.

If you’re a content creator who just churns out crap, then yes your time is probably coming to an end because the robots can churn out crap faster and cheaper.

But there has always been a market for good writing, entertaining videos and engaging speeches and I think there always will be.

 

Is Email Marketing Still King in 2018? These 5 Statistics say YES!

One of the most pressing questions as a content marketer is how you should be distributing your content.

If you don’t distribute your content right, you get the horns!

Should you be writing blogs, making videos, sending out a weekly newsletter, posting on social media multiple times a day etc…

The short answer is yes.

To all of it.

But one thing to keep in mind is that when it comes to return on marketing investment in real dollars, email marketing is still the king.

And as they said on the Wire, “The King Stay The King.”

Here’s 5 Stats that back up email marketing’s dominance:

  1. Welcome emails generate over 320% more revenue on a per purchase basis than any other email!
  2. 80% of retail companies surveyed said email drives retention and acquisition of customers. Social media comes in second at just 44% or about half.
  3. Email has the best ROI for marketing your marketing dollars. In the US it is $44 per $1 invested.
  4. 73% of millennials prefer email over other channels. Which means that more and more business is going to be done over email.

Email subscribers are almost 4 X more likely to share your content. People who join your email list are more likely to be fans of your work or company and are thus more likely to share. As Dan Kennedy once said if you can assemble a group of 1,000 rabid fans, they will support you and your business for life.

As you can see email should be a focal part of your content marketing strategy, no matter what business you are in.

How To Create 1 Hour Of Video Content In Just 15 Mins

How to plan 1 hr of awesome video content in just 15 minutes!

Coaching students LOVE video content!

Men and women want to feel like they have more knowledge about  than other typical guys and girls. Having this little bit of knowledge allows students to feel like they are on the inside even if they aren’t getting the success they want.

That feeling that they know more than the average guy or girl is what pays your bills as a  coach.

For those of you that sell products and video courses you may have noticed that simply having videos that are longer than 30 minutes helped you to get less refunds.

I specifically tried to make both the first and last video in every course have a length of at least 1 hour.

This helps the student avoid buyer’s remorse when they get access to a course and see that the first video is around an hour.  We all know most students will not get all the way through the course so their first impression is REALLY important. And if they see two hour long videos in a 5 video course they are going to assume that if they don’t finish it, they are to blame for their lack of results, not you.

But there’s a problem, it takes a LONG time to come up with all this content!

You’re busy coaching and marketing and running a business.

If you’ve ever found yourself taking 6, 12, even 18 months to create a new product you’re in luck because this post is going to change the way you create content by providing a simple and easy 6 step process for creating an hour worth of video in just 15 minutes.

6 Steps to Creating 1 hour of video:

Come up with a juicy topic

Adopt my 6 sections of structure

Label a paper or word document 1-20

Add in the 6 sections of structure

Fill in the talking points

Record!

 

Now let’s zoom in on each of those 6 steps

Step # 1: Come up with a juicy topic

The first step is deciding what you want to record a video about. Most of you already have an idea of what your list responds to.

Step # 2: Adopt my 6 sections of structure.

The biggest problem I see when it comes to coaches creating content is that they don’t have a structure for each video.

That means that every time they want to record a video they have to reinvent the wheel.

My 6 sections of structure(™ pending lol) ends all of that indecision by giving you 6 simple sections that you can use to build a video on any topic!

Here are the 6 sections:

  • Introduction. The introduction congratulates people for purchasing the course in your first video and welcomes them back to the course and gives a short re-cap of what they learned in the last video after that. The introduction also allows you to layout an overview of what they have already learned in the course and what they are going to learn in this specific video.
  • Research and statistics. This is where you are going to back up your advice whether it’s through academic research, in field research, web data or teachings you’ve picked up from your spiritual advisors.
  • List. Each video you make with this template is going to contain a list. It’s up to you whether that list is a list of tactics and techniques, a 5 step process map like this post, or 5 reasons why men no longer call women. A list is a great way to keep viewers engaged and keep your video moving forward.
  • Tactics. I love tactics and so do students.! I personally like to create a second list of tactics so I can go through a few different scenarios such as how the tactics might changed when used in a nightclub as opposed to a coffee shop etc…
  • Exercises. Students LOVE exercises. Not only that but they present an easy way for the student to feel like they are working on the problem without them actually having to go out and talk to guys or girls which might make them super nervous or discouraged.  
  • Re-cap. In the introduction we told the viewer what they are going to learn in this video, in the re-cap we tell them what they learned and how awesome it is, remind them to do the exercises and give them a sneak preview of what they are going to learn in the next video!

This is a basic template, it can be customized to be more complex but this is a great start if you struggle putting together videos or get bogged down in creating decks or slides.

Step # 3: Number 1-20 on a piece paper or word doc.

This step is super important!

I use actual paper and pen because I am a luddite and can’t think as well when typing. I even outlined this post using a pen and paper.

But you can use a word document, google doc or spreadsheet. Whatever.

The key is to label the document 1-20.

This is important because each section represents 3 minutes of speaking time.

Don’t worry we’ll get into how to come up with 3 minutes of talking time for each section soon.

Step # 4: Add the 6 sections of structure to your list.

Before we start thinking up 3 minute talking points we are going to add the 6 sections of structure to our list.

It might look something like this

  1. Intro
  2. Research and data
  3. What the research means for
  4. List
  5. Pt 1 of list
  6. Pt 2 of list
  7. Pt 3 of list
  8. Pt 4 of list
  9. Tactics
  10. Tactic 1
  11. Tactic 2
  12. Tactic 3
  13. Exercise
  14. Re-cap

Using the 6 sections we have already filled up 14 of the talking points!

Step # 5: Fill in the talking points

Next problem, 3 minutes is a LONG time to talk about a single subject.

But we’re going to break that up by creating three one minute talking points for each empty section.

For example we might have a list that looks like this:

  1. Intro- Welcome them- Overview of the course- Who this course is for
  2. Research and data- Statistics on beer drinking and sex- research on decision making and logistics- study on compliance.

Each of those points is something you want to prepare one minute of speaking on.

I like to think of each talking point as 1 minute but that’s really just a guideline. Sometimes you’ll have a 5 minute talking point, or get off on a relevant tangent.

What happens if you can’t think of anything to fill the time?

Then you’ll want to use what journalists call the 5 Ws.

Who, what, where, when and why. I also like to use how.

When it comes to creating seduction content I like to think of each of those Ws as a different section which can have 3 talking points assigned to it.

For example ask:

Who do these tactics and techniques work on?

Then describe the different personality types of men or women who will respond to this material.

Step # 6: Record!

Last but certainly not least you’ll want to record.


This structure is super helpful if like me you create mostly screenshot “Camtasia” style videos because you can literally put your outline on the slides with pictures.

But even if you are recording yourself talking in to a camera you can place a word document or sticky note on the screen to guide yourself through the video without anyone seeing you glancing around.  

Ok, let’s recap!

In this post I shared with you how to create an hour worth of video topics for a video in about 15 minutes worth of planning.

We started off by talking about how students love content but it can be a pain in the ass to plan it all out, which leads to taking 9 months to create a new product and why longer videos are better (less refunds and bad reviews!).

Then I shared my 6 step process:

  1. Come up with a juicy topic
  2. Adopt my 6 sections of structure
  3. Label a paper or word document 1-20
  4. Add the 6 sections of structure to the list
  5. Fill in the talking points
  6. Record!

I also taught you how to break sections down into 1 minute talking points and a few tips and tricks for filling the time like the 5 Ws and an H.

Now you’re ready to start prepping and creating video courses this week!

Hope that helps,


JL