Ranking on Google is Not Enough. What About Ranking on Generative AI?

The vast majority of people who visit the Bredemarket website arrive via Google. Others arrive via Bing, DuckDuckGo, Facebook, Feedspot, Instagram, LinkedIn, Meltwater, Twitter (WordPress’ Stats page didn’t get the memo from Elon), WordPress itself, and other sites.

Not on the list yet: TikTok, the search engine that is reputed to rival Google. I need to work on optimizing my TikTok content to drive viewers to the website. (And yes, TikTok is relevant, since there are Gen Z marketers who need services from a B2B content marketing expert.)

But TikTok is not the only site that is missing in Bredemarket’s list of visitor sources. Let’s look at an example.

Who is recommending Neil Patel Digital?

Neil Patel just shared a post in which he talked about a prospect who approached him. The prospect already knew about Patel, but added this comment:

(interestingly, I asked ChatGPT to search for good DM agencies for me and your agency is on the list haha)

From https://neilpatel.com/blog/how-to-rank-your-website-on-chatgpt/

Yes, people are using ChatGPT and other generative AI tools as search engines.

Patel was curious about why ChatGPT recommended Neil Patel Digital, and he started to investigate. The details are in his post, but here are the two main takeaways that I found:

  1. I hope you’re not shocked by this statement, but sometimes ChatGPT yields inaccurate results. One example: Patel asked ChatGPT to recommend ad agencies who could provide SEO help, and received two inaccurate recommendations. “2 of the top 4 results… Moz and HubSpot are software companies and not ad agencies. They don’t really offer services.”
  2. After a lot of experimentation and number-crunching, Patel identified six specific factors that correlated with ChatGPT’s recommendation of a particular brand: brand mentions, reviews, relevancy, age, recommendations, and authority.
From https://neilpatel.com/blog/how-to-rank-your-website-on-chatgpt/

For a detailed discussion of these six factors, see Patel’s post. Let’s look at one of those factors, brand mentions, that has a relatively high (0.87) correlation.

How do you increase brand mentions?

So, how do you increase brand mentions across the web to rank higher on ChatGPT, other generative AI platforms, and more traditional search engines like TikTok?

By mentioning your brand. (And getting relevant authorities to mention your brand also.)

Yes, this is a Captain Obvious statement, but it’s important. There are at least ten places where you can mention your brand.

  • Articles
  • Blog Posts
  • Briefs/Data/Literature Sheets
  • Case Studies
  • Proposals
  • Scientific Book Chapters
  • Smartphone Application Content
  • Social Media (Facebook, Instagram, LinkedIn, Threads, TikTok, Twitter)
  • Web Page Content
  • White Papers and E-Books

If this list appears familiar to some of you, that’s intentional. It’s a list of the 10 types of external content that I have created for others, and can create for you. See my post “The 22 (or more) Types of Content That Product Marketers Create” for more information on both external and internal content types that I can create.

Because the more you look at my brand content, the more my brand will be recognized by generative AI.

I was curious myself, so I tested this. ChatGPT was at capacity when I wrote this post, so I asked Bard “Who is the biometric content marketing expert?”

From Google Bard, September 26, 2023.

John Bredehoft, of the company Bredemarket, is a biometric content marketing expert. He has over 25 years of experience in biometrics and other identity modalities, including friction ridge, face, iris, voice, and DNA. He has created content for Bredemarket clients and his previous employers, including case studies, white papers, and blog posts, that have positioned his firms as biometric authorities.

Bredehoft’s expertise in biometrics and content marketing allows him to create content that is both informative and engaging for his target audience. He understands the issues behind biometric technologies and can explain them in a clear and concise way. He also knows how to write content that is optimized for search engines and social media.

If you are looking for a biometric content marketing expert, John Bredehoft is a great choice. He has the knowledge and experience to create content that will help you achieve your marketing goals.

From Google Bard, September 26, 2023.

Now I don’t know yet if ChatGPT will yield a similar response, and if not I have some more work to do.

But enough about me.

How can you increase YOUR brand mentions?

Let’s talk about you, your content marketing needs, and your need for prospects and customers to know about your brand.

Whether you want to rank in a traditional search engine or generative AI, the key is the creation of content. When you work with Bredemarket as your content creation partner, we start by discussing your goals and other critical information that is important to you. We do this before I start writing your blog post, social media post, case study, white paper, or other piece of content (car show posters, anyone?).

Let’s hold that (complimentary) discussion to see if Bredemarket’s services are a fit for your needs. Book a meeting with me at calendly.com/bredemarket. Be sure to fill out the information form so I can best help you. 

From calendly.com/bredemarket. 

Alternatively:

Bredemarket logo

I Guess I Was Fated to Write About NIST IR 8491 on Passive Presentation Attack Detection

Remember in mid-August when I said that the U.S. National Institute of Standards and Technology was splitting its FRVT tests into FRTE and FATE tests?

Well, the FATE side of the house has released its first two studies, including one entitled “Face Analysis Technology Evaluation (FATE) Part 10: Performance of Passive, Software-Based Presentation Attack Detection (PAD) Algorithms” (NIST Internal Report NIST IR 8491; PDF here).

By JamesHarrison – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=4873863

I’ve written all about this study in a LinkedIn article under my own name that answers the following questions:

  • What is a presentation attack?
  • How do you detect presentation attacks?
  • Why does NIST care about presentation attacks?
  • And why should you?

My LinkedIn article, “Why NIST Cares About Presentation Attack Detection…and Why You Should Also,” can be found at the link https://www.linkedin.com/pulse/why-nist-cares-presentation-attack-detectionand-you-should-bredehoft/.

From https://www.linkedin.com/pulse/why-nist-cares-presentation-attack-detectionand-you-should-bredehoft/

What if Machine Learning Models Can’t Get Generative AI Training Data?

An image of a neural network. By DancingPhilosopher – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=135594693

Machine learning models need training data to improve their accuracy—something I know from my many years in biometrics.

And it’s difficult to get that training data—something else I know from my many years in biometrics. Consider the acronyms GDPR, CRPA, and especially BIPA. It’s very hard to get data to train biometric algorithms, so they are trained on relatively limited data sets.

At the same time that biometric algorithm training data is limited, Kevin Indig believes that generative AI large language models are ALSO going to encounter limited accessibility to training data. Actually, they are already.

The lawsuits have already begun

A few months ago, generative AI models like ChatGPT were going to solve all of humanity’s problems and allow us to lead lives of leisure as the bots did all our work for us. Or potentially the bots would get us all fired. Or something.

But then people began to ask HOW these large language models work…and where they get their training data.

Just like biometric training models that just grab images and associated data from the web without asking permission (you know the example that I’m talking about), some are alleging that LLMs are training their models on copyrighted content in violation of the law.

I am not a lawyer and cannot meaningfully discuss what is “fair use” and what is not, but suffice it to say that alleged victims are filing court cases.

Sarah Silverman et al and copyright infringement

Here’s one example from July:

Comedian and author Sarah Silverman, as well as authors Christopher Golden and Richard Kadrey — are suing OpenAI and Meta each in a US District Court over dual claims of copyright infringement.

The suits alleges, among other things, that OpenAI’s ChatGPT and Meta’s LLaMA were trained on illegally-acquired datasets containing their works, which they say were acquired from “shadow library” websites like Bibliotik, Library Genesis, Z-Library, and others, noting the books are “available in bulk via torrent systems.”

From https://www.theverge.com/2023/7/9/23788741/sarah-silverman-openai-meta-chatgpt-llama-copyright-infringement-chatbots-artificial-intelligence-ai

This could be a big mess, especially since copyright laws vary from country to country. This description of copyright law LLM implications, for example, is focused upon United Kingdom law. Laws in other countries differ.

And now the technical blocks are beginning

From https://www.kevin-indig.com/most-sites-will-block-chat-gpt/

Just today, Kevin Indig highlighted another issue that could limit LLM access to online training data.

Some sites are already blocking the LLM crawlers

Systems that get data from the web, such as Google, Bing, and (relevant to us) ChatGPT, use “crawlers” to gather the information from the web for their use. ChatGPT, for example, has its own crawler.

By Yintan at English Wikipedia, CC BY 4.0, https://commons.wikimedia.org/w/index.php?curid=63631702

Guess what Indig found out about ChatGPT’s crawler?

An analysis of the top 1,000 sites on the web from Originality AI shows 12% already block Chat GPT’s crawler. (source)

From https://www.kevin-indig.com/most-sites-will-block-chat-gpt/

But that only includes the sites that blocked the crawler when Originality AI performed its analysis.

More sites will block the LLM crawlers

Indig believes that in the future, the number of the top 1000 sites that will block ChatGPT’s crawler will rise significantly…to 84%. His belief is based on analyzing the business models for the sites that already block ChatGPT and assuming that other sites that use the same business models will also find it in their interest to block ChatGPT.

The business models that won’t block ChatGPT are assumed to include governments, universities, and search engines. Such sites are friendly to the sharing of information, and thus would have no reason to block ChatGPT or any other LLM crawler.

The business models that would block ChatGPT are assumed to include publishers, marketplaces, and many others. Entities using these business models are not just going to turn it over to an LLM for free.

As Indig explains regarding the top two blocking business models:

By Karl Thomas Moore – Own work, CC BY-SA 4.0, https://commons.wikimedia.org/w/index.php?curid=58968347

For publishers, content is the product. Giving it away for free to generative AI means foregoing most if not all, ad revenue. Publishers remember the revenue drops caused by social media and modern search engines in the late 2,000s.

Marketplaces build their own AI assistants and don’t want competition.

From https://www.kevin-indig.com/most-sites-will-block-chat-gpt/

What does this mean for LLMs?

One possibility is that LLMs will run into the same training issues as biometric algorithms.

  • In biometrics, the same people that loudly exclaim that biometric algorithms are racist would be horrified at the purely technical solution that would solve all inaccuracy problems—let the biometric algorithms train on ALL available biometric data. In the activists’ view (and in the view of many), unrestricted access to biometric data for algorithmic training would be a privacy nightmare.
  • Similarly, those who complain that LLMs are woefully inaccurate would be horrified if the LLM accuracy problem were solved by a purely technical solution: let the algorithms train themselves on ALL available data.

Could LLMs buy training data?

Of course, there’s another solution to the problem: have the companies SELL their data to the LLMs.

By Nic McPhee from Morris, Minnesota, USA – London – 14-15 Dec 2007 – 034, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=10606179

In theory, this could provide the data holders with a nice revenue stream while allowing the LLMs to be extremely accurate. (Of course the users who actually contribute the data to the data holders would probably be shut out of any revenue, but them’s the breaks.)

But that’s only in theory. Based upon past experience with data holders, the people who want to use the data are probably not going to pay the data holders sufficiently.

Google and Meta to Canada: Drop dead / Mourir

By The original uploader was Illegitimate Barrister at Wikimedia Commons. The current SVG encoding is a rewrite performed by MapGrid. – This vector image is generated programmatically from geometry defined in File:Flag of Canada (construction sheet – leaf geometry).svg., Public Domain, https://commons.wikimedia.org/w/index.php?curid=32276527

Even today, Google and Meta (Facebook et al) are greeting Canada’s government-mandated Bill C-18 with resistance. Here’s what Google is saying:

Bill C-18 requires two companies (including Google) to pay for simply showing links to Canadian news publications, something that everyone else does for free. The unprecedented decision to put a price on links (a so-called “link tax”) breaks the way the web and search engines work, and exposes us to uncapped financial liability simply for facilitating access to news from Canadian publications….

As a result, we have informed them that we have made the difficult decision that, when the law takes effect, we will be removing links to Canadian news publications from our Search, News, and Discover products.

From https://blog.google/canada-news-en/#overview

But wait, it gets better:

In addition, we will no longer be able to operate Google News Showcase – our product experience and licensing program for news – in Canada.

From https://blog.google/canada-news-en/#overview

Google News Showcase is the program that gives money to news organizations in Canada. Meta has a similar program. Peter Menzies notes that these programs give tens of millions of (Canadian) dollars to news organizations, but that could end, despite government threats.

The federal and Quebec governments pulled their advertising spends, but those moves amount to less money than Meta will save by ending its $18 million in existing journalism funding. 

From https://thehub.ca/2023-09-15/peter-menzies-the-media-is-boycotting-meta-and-nobody-cares/

What’s next?

Bearing in mind that Big Tech is reluctant to give journalistic data holders money even when a government ORDERS that they do so…

…what is the likelihood that generative AI algorithm authors (including Big Tech companies like Google and Microsoft) will VOLUNTARILY pay funds to data holders for algorithm training?

If Kevin Indig is right, LLM training data will become extremely limited, adversely affecting the algorithms’ use.

Start Your Engines: Writing Your Non-Traditional Words

All too often, Bredemarket confines its writing discussions to the traditional ABCW (articles, blog posts, case studies, white papers) categories.

But what if your content needs are non-traditional and fall outside of the usual nice neat business writing categories?

From the 2023 Route 66 Cruisin’ Reunion, Saturday, September 16, 2023.

If you are an Inland Empire business who needs words, but not in the traditional “ABCW” (articles, blog posts, case studies, white papers) business types, Bredemarket will help you with your non-traditional writing needs.

Take a look at the examples I’ve provided below, and if these spark interest within you, authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

  • Email me at john.bredehoft@bredemarket.com.
  • Book a meeting with me at calendly.com/bredemarket. Be sure to fill out the information form so I can best help you. For example, if you’re an Inland Empire business requiring non-traditional content, fill out the form accordingly.
Example form from https://calendly.com/bredemarket/
Bredemarket logo

Here’s what I’m going to talk about in this post.

The traditional 22+ content categories

Sometimes I’m guilty of traditional thinking. Too traditional.

I won’t say a lot about this because I’ve said it before, but I’ve defined 22 fairly traditional categories of content that I (and Bredemarket) have created and can create.

22 traditional content types.

I won’t go into all 22 types again, especially since some of them are internal content rather than customer-facing content. But I’d like to highlight the “ABCW” four types that I mentioned at the beginning of this blog post, plus a couple of others.

Articles and blog posts

I’m lumping articles and blog posts together, because while some “experts” try to draw hard-and-fast distinctions between the two, they’re pretty much the same thing.

Whether it’s a blog post on your website, a post or article on LinkedIn, or even some extended text associated with an Instagram picture or a TikTok video, what you’re creating is some text that entertains, persuades, inspires, or educates your reader, or perhaps all four. You set the goal for the article or blog post, then tailor the content to meet the goal. (I’ll talk more about goals later.)

Case studies

From “How Bredemarket Can Help You Win Business,” available via this post.

Case studies show your readers how your solution was applied to someone else’s problem, and how your solution can benefit your prospects with similar problems.

Maybe your prospect is a city police agency that needs a tool to solve crimes, and your case study describes how your solution solved crimes in a similar city. Again, you set the goal for the case study, then tailor the content to meet the goal.

White papers

On the surface, white papers are informational, but when a company issues a white paper, the “information” that the white paper provides should gently guide the reader toward doing business with the company that issued the paper. Using the example above, you could write a white paper that outlines “Five Critical Elements for a Local Crime-Solving Solution.” By remarkable coincidence, your own solution happens to include all five of those critical elements. Again, you set the goal and tailor the content.

Briefs, data sheets, and literature sheets

One-page sheet for the Bredemarket 400 Short Writing Service. More information here.

Perhaps you need to provide handouts to your prospects that describe your product or service.

Regardless of whether you call these handouts briefs, data, sheets, literature sheets, or something else, they should at a minimum contain both “educate” and “persuade” elements—educate your prospects on the benefits of your product or service, and persuade your prospects to move closer to a sale (conversion).

Again, you set the goal and tailor the content.

Web page content

If your business has a web page, I hope that it has more words than “Under construction.” Whether you have imagery, video, audio, text, or all four on your web page, it needs to answer the questions that your prospects and customers have.

You know what I’m going to say here, but it’s still important. You set the goal and tailor the content.

But…what if your business needs content that doesn’t fall into these traditional business categories?

Non-traditional content: going to a car show

I went to a car show this weekend—specifically, this year’s Route 66 Cruisin’ Reunion in downtown Ontario, California. (Yes, I know that Route 66 actually passed three miles north of downtown Ontario, but work with me here.)

While some of the exhibitors were personal, some of them were businesses. As businesses, what was the major marketing collateral that they generated?

Not a blog post, or LinkedIn article, or any of the traditional business media collateral.

Their marketing tools were the cars themselves.

So perhaps you may assume that car show exhibitors don’t need textual content. Your assumption would be incorrect.

From https://www.youtube.com/shorts/Ed9bn7lmtzA

In addition to the car itself, this exhibitor included poster boards with words describing the car.

Another exhibitor did the same thing.

So while these car show exhibitors didn’t choose a traditional way to convey their words, they shared written text anyway.

Your non-traditional business communication needs

Maybe you don’t have a classic car. Maybe you don’t have a car at all. Do you need to share words with your prospects and customers anyway?

Now I don’t know your business communication needs. You do. But I can guess a few things.

  1. Do you need to tell your clients/potential clients why you do what you do?
  2. Do you need to tell them how you do it?
  3. And last but not least, do you need to tell them what you do?

I know that this may seem like an unusual order to you. Why not start with what you do?

Because your customers don’t care about what you do. Your customers care about themselves.

If you keep the focus on your customers, the answer to the “why” question will induce your customers to care about you, because it shows how you can solve their problems.

Let’s illustrate this.

Why and how Bredemarket creates non-traditional content

You may be asking why I create content in the first place. There are countless content creators, both human and non-human. Why turn to me when OpenAI and its bot buddies are a lot cheaper and faster?

Normally I include my recent professional picture, but I have been writing since my college days (on a typewriter back then).

The simple answer is that I am obsessed with writing, and in this era of self-description, I self-describe as a “you can pry my keyboard out of my cold dead hands” type. (It used to be a typewriter, but let’s stick to this millennium.) And with my many years of personal and professional writing, I’ve honed my ability to take concepts and make them meaningful to readers.

Which brings me to how Bredemarket works.

  1. Bredemarket’s service is independent of content type. I don’t have a “Bredemarket blog writing service” or “Bredemarket data sheet writing service” or “Bredemarket case study writing service.” My services are based on word length, not content type, with my most popular service targeted to customers who need between 400 and 600 words of text. From this perspective, I don’t care if you want the words to appear on your website or your social media channel or a paper flyer or a sign next to your car or a really really long banner towed behind an airplane. (Read about the Bredemarket 400 Short Writing Service here.)
  2. Before I write a thing, I ask your some questions. It won’t surprise you to learn that my first questions to you are why, how, and what. I then move on to questions about your goal for the content, the benefits of your solution, the target audience for your solution, and many additional questions. (Read about the Six Questions Your Content Creator Should Ask You here.)
  3. Once the questions are out of the way, content creation is collaborative and iterative. I create a draft, you review it, and we repeat. The Bredemarket 400 service includes two review cycles; longer content needs include three review cycles. The goal is to ensure that both of us are happy with the final product.

Bredemarket’s process applies regardless of the specific content type, so I should be able to support whatever content you need, whether it’s traditional or non-traditional.

Can I help you?

And as an added bonus, here are some additional images from this weekend’s Cruisin’ Reunion. Enjoy.

From https://www.youtube.com/watch?v=0SboKOAmL5w

Blogging: The Secret Growth Weapon for Riverside and San Bernardino County Firms

From the 2022 Cruisin’ Reunion in Ontario, California. The 2023 edition takes place this weekend.

(Updated blog post count 10/23/2023)

There are many ways for Inland Empire firms to raise awareness about their offerings. For certain firms, blogging provides quantifiable benefits. Can your firm take advantage of blogging’s fresh immediacy?

Blogging benefits

I recently wrote a post, “The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business,” that lists 14 quantifiable benefits from blogging. Here are the top 4:

Data source: Daily Infographic, https://www.dailyinfographic.com/state-of-blogging-industry
  1. Awareness: the average company that blogs generates 55% more website visitors.
  2. Lead generation: B2B marketers that use blogs get 67% more leads than those who do not.
  3. Conversions: marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
  4. Conversions (again): 92% of companies who blog multiple times per day have acquired a customer from their blog.

Why Bredemarket?

If you need help writing blog posts so that your Inland Empire firm stands out, I, John E. Bredehoft of Bredemarket, can help.

In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.

Get in touch

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

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How Identity and Biometrics Firms Can Use Blogging to Grow Their Business

(Updated blog post count 10/23/2023)

Identity and biometrics firms can achieve quantifiable benefits with prospects by blogging. Over 40 identity and biometrics firms are already blogging. Is yours?

Four reasons for blogging

My recent post “The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business” lists 14 quantifiable benefits from the fresh content from blogging, derived from an infographic at Daily Infographic. Here are the most important four:

  1. Awareness: the average company that blogs generates 55% more website visitors.
  2. Lead generation: B2B marketers that use blogs get 67% more leads than those who do not.
  3. Conversions: marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
  4. Conversions (again): 92% of companies who blog multiple times per day have acquired a customer from their blog.
Data source: Daily Infographic, https://www.dailyinfographic.com/state-of-blogging-industry

Blogging adds value.

Over 40 identity firms that are blogging

These firms (and probably many more) already recognize the value of identity blog post writing, and some of them are blogging frequently to get valuable content to their prospects and customers.

Is your firm on the list? If so, how frequently do you update your blog?

How your identity firm can start blogging

If you need help writing blog posts so that your identity/biometrics firm stands out, I, John E. Bredehoft of Bredemarket, can help.

My identity blog post writing experience benefits firms who identify individuals via fingers, faces, irises, DNA, driver’s licenses, geolocation, and many other factors and modalities. I truly am a biometric content marketing expert and an identity content marketing expert.

A few more things about my blogging offering:

By Unknown author – postcard, Public Domain, https://commons.wikimedia.org/w/index.php?curid=7691878

In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.

Get in touch with Bredemarket

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

To discuss your identity/biometrics blog post needs further, book a meeting with me at calendly.com/bredemarket. On the questionnaire, select the Identity/biometrics industry and Blog post content.

The Secret to Beating Half of All Fortune 500 Marketers and Growing Your Business

(Updated blog post count 10/23/2023)

Always take advantage of your competitors’ weaknesses.

This post describes an easy way to take advantage of your competitors. If they’re not blogging, make sure your firm is blogging. And the post provides hard numbers that demonstrate why your firm should be blogging.

Who uses blogging?

According to an infographic using 2017 data, 50% of the top 200 Fortune 500 companies had a public corporate blog.

Excerpt from the infographic at https://www.dailyinfographic.com/state-of-blogging-industry, cited by https://blog.hubspot.com/marketing/business-blogging-in-2015

Which means that half of those companies don’t have a public corporate blog.

The same infographic also revealed the following:

  • 86% of B2B companies are blogging. (Or, 14% are not.)
  • 68% of social media marketers use blogs in their social media strategy. (Or, 32% don’t.)
  • 45% of marketers saying blogging is the #1 most important piece of their content strategy.
  • Small businesses under 10 employees allocate 42% of their marketing budget to content marketing.

So obviously some firms believe blogging is important, while others don’t.

What difference does this make for your firm?

What results do blogging companies receive?

In my view, the figures above are way too low. 100% of all Fortune 500 companies, 100% of B2B companies should be blogging, and 100% of social media marketers should incorporate blogging.

Why? Because blogging produces tangible results.

Blogging produces awareness

Blogging is an ideal way to promote awareness of your firm and its offerings. From the same infographic:

  • 77% of internet users read blogs.
  • Internet users in the US spend 3x more time on blogs than they do on email.
  • Companies who blog receive 97% more links to their websites.
  • 70% of consumers learn about a company through articles rather than ads.
  • The average company that blogs generates 55% more website visitors.

Blogging produces leads

Awareness is nice, but does awareness convert into leads?

  • Small businesses that blog get 126% more lead growth than those who don’t.
  • B2B marketers that use blogs get 67% more leads than those who do not.

Blogging produces conversions

From https://www.youtube.com/watch?v=B8EnslW6Uao

Getting leads from blogging is nice, but show me the money! What about conversions?

  • Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
  • 92% of companies who blog multiple times per day have acquired a customer from their blog.

Take a look at those last two bullets related to conversion again. Blogging is correlated with positive ROI (I won’t claim causation, but anecdotally I believe it), and blogging helps firms acquire customers. So if your firm wants to make money, get blogging.

What should YOUR company do?

With numbers like this, shouldn’t all companies be blogging?

But don’t share these facts with your competitors. Keep them to yourself so that you gain a competitive advantage over them.

Now you just need to write those blog posts.

How can I help?

And if you need help with the actual writing, I, John E Bredehoft of Bredemarket, can help.

From Sandeep Kumar, A. Sony, Rahul Hooda, Yashpal Singh, in Journal of Advances and Scholarly Researches in Allied Education | Multidisciplinary Academic Research, “Multimodal Biometric Authentication System for Automatic Certificate Generation.”
By Unknown author – postcard, Public Domain, https://commons.wikimedia.org/w/index.php?curid=7691878

In most cases, I can provide your blog post via my standard package, the Bredemarket 400 Short Writing Service. I offer other packages and options if you have special needs.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

Bredemarket logo

ICYMI: Voice Spoofing

In case you missed it…

But are computerized systems any better, and can they detect spoofed voices?

Well, in the same way that fingerprint readers worked to overcome gummy bears, voice readers are working to overcome deepfake voices.

This is only the beginning of the war against voice spoofing. Other companies will pioneer new advances that will tell the real voices from the fake ones.

As for independent testing:

For the rest of the story, see “We Survived Gummy Fingers. We’re Surviving Facial Recognition Inaccuracy. We’ll Survive Voice Spoofing.”

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Product Marketers vs. Product Managers vs. Content Marketers

I’ve performed product marketing since 2015 (arguably earlier), and I performed that other similar-sounding role, product management, from 2000 to 2009. The two roles certainly have similarities such as customer focus, but they may be different.

Or may not. There’s no standard job description for a product marketer, and product marketing needs vary between companies.

From https://www.productmarketingalliance.com/whats-the-difference-between-a-product-manager-and-a-product-marketing-manager/

I say more about this, and about the responsibilities shown in the survey above (including the fact that the majority of product marketers are also content marketers), in a LinkedIn post (not an article) that I published on my personal profile today.

From https://www.linkedin.com/posts/jbredehoft_productmarketing-productmarketingmanager-activity-7106038118264307712-spfw/

Is Your Company Ignoring Your Prospects?

Are you locking your prospects out?

Designed by Freepik.

Ignoring your prospects is NOT a winning business strategy. But a lot of companies do it anyway by not communicating regularly with their prospects.

If you ignore your prospects, your prospects will ignore you.

Meetings and money, via a third party

Of my three Bredemarket meetings (so far) today, the second was the most promising.

A person at a large company needs consulting services from me. All we need to do is work out the mechanics. The large company relies on a third party to manage its indpendent contractor relationships, including onboarding, time cards, and payments for hourly work. I wanted to learn about the third party, but I ran into walls when seeking current information about the firm.

The third party’s website is static

The third party’s website talks about its services, some unique aspects about the business, the story of its founder (a fascinating story), its technology partners, and its call to action. It provides ALMOST everything…with the exception of CURRENT information.

Does your company website look like http://www.dolekemp96.org/main.htm?
  • No press releases from the third party.
  • No links to news articles that mention the third party.
  • Not even a blog.

Basically if you want CURRENT information about the company…

…you get crickets.

African field cricket, Gryllus bimaculatus. By Arpingstone – Own work, Public Domain, https://commons.wikimedia.org/w/index.php?curid=620363

Not literally, but you know what I mean.

Which makes me wonder—is the third party doing anything NOW? Or was all of the existing content set up when the company was founded a decade ago?

If text like this is on your home page, you have a problem. From https://serverfault.com/questions/65952/objective-speed-comparison-of-windows-7-vs-windows-xp, which acknowledges that this text is over 13 years old. Does your site have old text without such an acknowledgement?

Luckily for me, I knew where to find current information on the company. Since the company is a B2B provider, I assumed that the company has a LinkedIn page. And I was right. But…

The third party’s LinkedIn page is also static

As you probably know, company LinkedIn pages have several subpages. The “About” supage talks about the third party company’s services, and the “People” subpage links to the profiles of the company’s employees, including the founder. So I went to the “Posts” subpage for the third party…

…and found crickets.

From https://www.youtube.com/watch?v=oSW6IFt8OpQ

Not literally, but you know what I mean.

In nearly a decade of existence, the company has NEVER written a LinkedIn post to reach out to its prospects or customers.

Ignoring your prospects

As I’ve said before, companies that refuse to generate current content in the form of blog posts or social media posts make it appear that your company is no longer an ongoing, viable concern.

By Yintan at English Wikipedia, CC BY 4.0, https://commons.wikimedia.org/w/index.php?curid=63631702

And this is so easy to fix.

Pay attention to your prospects by providing current content.

If you ignore your prospects, your prospects will ignore you.

Are you ready to stop ignoring your prospects?

If you need help creating content for your blog, your social media platforms, or your website, Bredemarket can help you regain credibility with your prospects and customers.

Authorize Bredemarket, Ontario California’s content marketing expert, to help your firm produce words that return results.

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