Crafting Content that Converts: Unveiling the Secrets to a Winning Content Marketing Strategy

Eric Eden :
0:59

Welcome to today's episode. Our guest today is Tom. He is the CEO and founder of Entailai. He is an expert in content, marketing, video and AI. Welcome to the show, tom. Hey, eric, very happy to be here proud of. Why don't you set the context for us and share just a minute a little bit about who you are and what you do, so people have a good idea of that.

Tom Amitay:
1:30

Okay, sure, so, as I said, I'm co-founder and CEO of IntelliEye and I've been in marketing automation for a very long time, and at a certain point, we decided to turn this into a company where, instead of just doing our own marketing, like we did in my previous company, we decided to turn this into a company where, instead of just doing our own marketing, like we did in my previous company, we decided to build technology for other companies to do their marketing, and we're focusing on organic marketing, which is anything that has to do with organic search or social media, unlike paid marketing, which is what most of the companies do.

Tom Amitay:
2:01

In organic channels, there's much more emphasis on value and providing value to the target do. In organic channels, there's much more emphasis on value and providing value to the target audience, and we're seeing that companies are struggling with creating content that can compete with influencers, in a way, because that's where most of the attention goes to later influencers, and we build tools and services to help companies create content at scale, drive traffic to the websites and eventually convert the traffic into sales.

Eric Eden :
2:29

That's great. I think people need tools like that. So why don't you share a little bit with us about some of the marketing that you and your team have done, that you're most proud of?

Tom Amitay:
2:42

So it's actually. We're an open book. There's no secret behind it. It's just a matter of execution and understanding the market. At the end of the day, we're targeting organic channels and in those organic channels, it's really about having great content. On one hand, having that content exposed to search engine or to social media in a way that they'll get the traffic that the content pieces deserve let's call it like that that content exposed to search engine or to social media in a way that they'll get the traffic that the content pieces deserve let's call it like that and eventually converting the traffic into sales.

Tom Amitay:
3:10

So what we do? We have a platform that solves the entire content strategy part, meaning it helps companies instead of dealing with so much data that goes into, for example, seo research. With so much data that goes into, for example, seo research, we map all the relevant topics for the company and we reduce all the data into a single number, which is the value of every topic. So you map all the topics and every topic. You know what value. What is the potential value Meaning? If you drove traffic to your website of people interested in that topic, what would be the maximum amount of traffic you can get, based on the volume of interest in that topic and how many cells it may generate for you. Okay, so that's one.

Tom Amitay:
3:54

And then we have a CMF that manages the entire content creation process. We have a marketplace of experts, so all the content is created by experts, not by AI. We use AI to generate the strategy. We use AI to edit the content, but not to generate it. It's very important that the content is focused on unique perspectives, personal experiences and expertise and basically about the human experience, rather than what AI can just collect from the entire internet and summarize. Not that there isn't value in that, but the value is, if you want to get that value, you can go and ask Cheji, gitti or Gemini for an answer. You don't need that as an article on your website. So the entire content creation is done by experts, and then we turn that content into articles and videos, and then we have our through our. Like I said, we turn this content into articles and videos and then we have our through our. Like I said, we turn this content into articles and videos through our CMS. That really streamlines the entire editing process.

Tom Amitay:
4:51

And then the content is published directly to our clients' websites on pages that are generated through our platform.

Tom Amitay:
4:58

So they're basically getting SEO out of the box. They don't need to develop anything, they don't need to worry about page speed or indexation or whatever. It's out of the box. They don't need to develop anything. They don't need to worry about page speed or indexation or whatever. It's out of the box. They integrate with Intel in five minutes and they have the interactive work. Then, once they have traffic coming to the website on all those content pages that we're building for them, that can be like hundreds or even thousands of content pages, all of them high quality, expert-created content, not chetchy, pretty junk content. So when they drive traffic to this, when they start getting traffic to these pages, a platform automatically A-B tests, calls to actions on those pages, sending people, funneling people, visitors from top of the funnel content to mid of the funnel content to bottom of the funnel to purchasing products. So in total, it enables companies to drive a lot of relevant traffic at a much cheaper price than paid channels and then convert the traffic into sales.

Eric Eden :
5:58

So you said the result is, what you're able to generate for a lot of your customers is 40% month-over-month growth in traffic and conversions, and that's pretty remarkable. So what's hard about doing that? With the process that you just described, you make it sound super easy. Is it easy or is it hard?

Tom Amitay:
6:18

I think we built this business off of this being a difficult challenge to solve. Okay, it's not a simple challenge at all. There's a lot of moving parts, there's a lot of things that can go wrong and there's a lot of things that could screw up. Okay, from technical SEO aspects, even when you integrate with a website and your pages are perfect and you've tried them on many other websites the website may get penalties. It may be do in content. In some places it has history or baggage, so it's difficult to know in advance if the website is going to be good enough to even get the results that you enable it to get. So that's one aspect.

Tom Amitay:
6:57

Content creation is very challenging. You want to create content that's super relevant on brand represents, the brand accurate, correct and so on. So it is a challenging process. That's why so few companies succeed at that. So the content creation itself is difficult, and not only that.

Tom Amitay:
7:16

You want to create a velocity of content you want to create. You want to basically be a publisher okay, you want to be like one of the basically be a publisher? Okay, you want to be like one of the best websites or the best publishers in your industry. If you're in payroll or HR or accounting. You want to be the number one publisher. That's how you build authority. That's how you have more and more people trusting. That's how influencers work. In a way, they build their own authority. And it's also how big websites like like publishers, like Forbes, wall Street Journal or whatever like big publisher you can think of. That's how they build their authority and people trust more and more the news that they're sharing, even in this time where you can't believe anything but like conspiracy theories all over right. So you want to build this authority.

Tom Amitay:
8:00

In order to do that, you need to be able to think about, let's say, you're a company selling device-controlled blood pressure. Okay, and you're. Basically, you need to be an authority on I don't know heart health, blood pressure, all those topics. I'm not a doctor, so I can't tell you the exact title for this, but you want to be an authority in this field. In order to be that, so you could say, you want to be the Forbes of blood pressure, and in order to do that, you need to create a lot of high authority, high quality content and also and do it quite frequently, quite quickly okay, without compromising, without okay. So you need to be able to increase content, velocity and quality to a rate that's super difficult for companies to do, and that's what our platform solves, and because it's so challenging, most of the companies just don't even play in this game.

Eric Eden :
9:00

And for good reasons.

Tom Amitay:
9:01

It's very difficult to succeed.

Eric Eden :
9:03

If marketers want to achieve these types of remarkable results here in 2024, it's competitive out there with content. There's an ocean of content out there. There's all these tools that people can create high volumes of content that may not be as good using generative AI or other tools. What advice do you have for marketers to win and get these sorts of remarkable results here in 2024, aside from using a great tool like yours? Like what else do they need to do to win?

Tom Amitay:
9:37

So there's a lot and, by the way, and you can see a lot of that. You can see amazing content created by people. Just go on TikTok it's still legal. Lot and, by the way, and you can see a lot of that. You can see amazing content created by people. Just go on TikTok it's still legal in the US, I think right. So TikTok, instagram, amazing content.

Tom Amitay:
9:49

People are creating amazing content, pieces, videos that you would say, wow, 10 years ago, only Hollywood could create that level of video. Now individuals can. So it's amazing what you can create and it's getting tons of views. It's getting a lot of attention, which is what you're competing for. You're competing for attention. So people are creating great content. They are getting a lot of attention and most of the content that people create is not good enough, so it's not getting attention. It's exactly like with mobile apps. Like 15 years ago, iphone came out, so let's write a new app, and everybody was like let's do this app or that app. Eventually, how many apps do you use? So 99% of the apps, they went to the app graveyard. Okay, but some apps succeeded. The apps that succeeded did something right. Even though there was an inflation of apps, some of them succeeded. So it is about providing value and it's not about just creating more and more.

Eric Eden :
10:46

That makes sense, and I do watch Instagram Reels and TikTok and laugh every day because there is that 1% out there that literally makes me laugh out loud every day. But I think for every 1% out there like that, there's 99%. That is somewhat boring, I would say. So I agree with your general advice of tell people to strive to create the quality content that is in the top 1%, in addition to just going for the volume. That makes a lot of sense. One last question is about you said you have experts create the content and you're not just relying on the AI. When you have those experts creating the content and collaborating with the brands to create that content, what is it that makes them successful at doing that better than AI, aside from the fact that AI just can generate a lot of gibberish, if you let it?

Tom Amitay:
11:47

But what is it that makes?

Eric Eden :
11:47

it successful.

Tom Amitay:
11:49

It's a great question. So first of all, just to understand, we have a marketplace for experts, so we don't have, like in-house experts, because you wouldn't be able to create to have the number of experts we needed for all the different protocols that we operate in. So we have a marketplace and so what happens is that, let's say, I gave the example of blood pressure, or so you may want a cardiologist to create the content. If it's content about what mortgage to take, you want a mortgage broker or a mortgage expert to provide you with the insight. And so the insights that you can now get from AI, go and get them from AI. I have nothing against it. I'm just saying if AI can provide insights, get those from AI.

Tom Amitay:
12:32

There's no reason for a brand to go and take content from ChetGPT and put it on its website so that Google will index it, show it to users where they can just go in and ask chat GPT. There's no value there. Google knows it. Google fights it, not for the sake of fighting AI, but just to stay in the game. Because if Google shows cheap content in their search results and you can go and ask chat GPT and you can get the same answer, you will go directly to chat GPT. So Google can't afford indexing this cheap content. They just can't afford it.

Tom Amitay:
13:03

What these experts can do is really provide their unique perspectives, their personal experience, their personal expertise and their human experiences, which is something that AI can. In places where AI can go and research the entire internet and provide you with the answer that you want, by all means use AI. We're not trying to go against the tide, okay. We're just trying to ride the tide and use AI in the right way. So we don't want to compete against Microsoft and Google. We want to work with them. We want to leverage what they're building for our benefit. But when they tell you you go and use Gemini, use ChessGPT to create your content and maybe pay a subscription or whatever they're using you, you're not using them. We prefer to use them rather than they use us. Okay.

Eric Eden :
13:49

David Pérez-. All right, Tom, thanks so much for sharing these insights. I'm going to link to entailai in the show notes so everyone can go check it out. I'll link to your LinkedIn. If they have more questions, they can reach out to you directly. Everyone should share this episode with your friends so they can understand this strategy. I think there's some great insights here. Tom, thank you very much for sharing this with us today. We appreciate it.

Tom Amitay:
14:11

Thank you, eric, my pleasure.