Can AI content really be “as good as” human content? | Zac Harris (Rankd., Copy.ai)
Oct 30, 2024
auto_awesome
Zac Harris, founder of Rankd. and former Head of Demand Gen at Copy.ai, shares insights on the evolving landscape of AI content creation. He argues that AI can produce high-quality content with the right input, emphasizing the need for exceptional prompts. Zac discusses his journey scaling Copy.ai to one million visits monthly, the importance of tailored AI workflows, and effective link-building strategies. He also touches on the balance of creativity and management in content strategy, and the significance of mentorship in shaping one's career.
Zac Harris emphasizes that high-quality input is crucial for AI to produce content comparable to human output.
The shift from generic to targeted content strategies at Copy.ai resulted in significant improvements in user engagement and conversions.
User feedback played a vital role in evolving Copy.ai's offerings, enabling them to tailor tools for specific audience needs effectively.
Building strong narratives and strategic marketing frameworks is essential for successful product positioning and customer relationship management.
Deep dives
Rebranding and Market Positioning Challenges
The conversation highlights the challenges of launching Copy.ai as a redefined brand, moving beyond its original identity as a copywriting app. The emphasis is on the importance of creating a new narrative that positions the product effectively in the AI landscape. To do this, the team realized they needed to focus more on search intent and how users perceive AI tools. They aimed to differentiate themselves by not only being a copywriting tool, but by suggesting broader utility in AI for various audiences.
Leveraging User Feedback for Product Development
The discussion reveals how the founders used user feedback extensively to refine Copy.ai's offerings. Initially, copy AI relied on structured tools and templates, but as user insights evolved, they shifted to more flexible functionalities addressing specific needs, like an Instagram caption generator. This approach led to a substantial increase in new customers, as focusing on these tools resulted in high conversion rates. The team continuously iterated product features based on data from customer interactions and behavior.
Understanding User Conversion Metrics
Analyzing user conversion metrics for different tools within Copy.ai provided crucial insights into customer behavior and preferences. Specific tools like the Instagram caption generator and the sales copy generator emerged as top performers, significantly driving new subscriptions. Interestingly, the team noted that student users predominantly utilized the services, presenting a challenge in monetization efforts due to their limited purchasing power. These metrics prompted a reevaluation of target audiences and conversion strategies.
Content and SEO Strategy Shifts
The transition from a broad content strategy to a more focused approach is a key theme in the conversation. Initially, Copy.ai's blog produced generic content that failed to convert, revealing a misalignment with their target audience. Upon reassessing their strategy, the team removed irrelevant articles and concentrated on producing high-value content relevant to their users’ needs. This strategic pivot fostered not only better user engagement but also improved conversion rates, aligning content creation with revenue goals.
The Impact of AI on Content Creation
The use of AI tools for content creation emerged as a transformative practice for the team, providing both efficiency and innovative opportunities. The discussion addresses the importance of understanding how to configure AI tools effectively, rather than just relying on them for generic outputs. A unique approach shared involves using personal insights or unique transcripts as inputs to generate tailored content, indicating that the quality of AI outputs significantly depends on the quality of input it receives. This opens up new possibilities for organizations like Ahrefs that rely predominantly on human-created content to consider integrating AI workflows.
Building Effective Marketing Strategies
Lastly, discussions about marketing strategies reveal the significance of building strong narratives around products to drive success. The exchange emphasizes the necessity for clarity in targeting specific audiences and creating engaging stories that resonate with them. The marketing team's frameworks revolved around not just customer acquisitions but also nurturing relationships and turning insights into actionable messaging. This multifaceted approach ensured that marketing efforts contributed directly to revenue and growth objectives.
Importance of Networking and Relationships
Throughout the conversation, the value of networking and building professional relationships is underscored. The speaker shares insights on how connections cultivated over years can directly influence future opportunities for collaboration and support. This reflects the broader understanding that personal relationships can be invaluable assets for individuals looking to grow in their careers or launch new ventures. Leveraging a network fosters an environment for sharing knowledge, facilitating growth, and enhancing operational efficiency.
Future of AI Tools and Market Adaptation
The discussion closes with insights into the future of AI tools and how companies need to adapt to the rapidly evolving landscape. The importance of agility and staying informed about new AI developments is highlighted, with a specific emphasis on differentiating services while maintaining a competitive edge. The interplay between established brands and new entrants in the AI space necessitates innovative thinking and strategic adaptability. This evolution in AI tools invites ongoing examination of their impact on market dynamics and user expectations.
Is it actually possible to make AI content in one go with minimal human involvement that is as good as what a human can produce? Zac Harris, former Head of Demand Gen and SEO at Copy.ai and founder of Rankd., thinks so.
But Zac does have a caveat: the input you give AI has to be far better than what your average marketer or writer tends to provide.
Ever the AI skeptic, Tim Soulo sat down with Zac recently to discuss his workflows, how he scaled Copy.ai to 1M visits per month through free tools, and more.
00:00 Intro
1:40 Success with AI tools
16:02 The effect of mass-deleting content
20:04 Copy.ai’s content strategy
29:43 Where to find quality freelancers
34:12 Using feedback to create custom AI workflows and content
40:14 Marketing attribution, Markov chains, re-activations, and expansions
56:18 Leveraging influencer marketing for brand visibility
1:03:59 Link building tactics
01:13:12 The impact of mentorship
1:18:20 Why Zac left Copy.ai to build his new agency
1:38:17 Why teaching people how to use AI is important
1:39:50 AI vs human output competition
1:44:55 Building workflows for AI
1:55:04 Outro
We hope you enjoyed this episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).
Where to find Zac:
LinkedIn: https://www.linkedin.com/in/zacharris36/
Website: https://www.gorankd.com/
Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: @timsoulo
Website: https://www.timsoulo.com/
Get the Snipd podcast app
Unlock the knowledge in podcasts with the podcast player of the future.
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
Save any moment
Hear something you like? Tap your headphones to save it with AI-generated key takeaways
Share & Export
Send highlights to Twitter, WhatsApp or export them to Notion, Readwise & more
AI-powered podcast player
Listen to all your favourite podcasts with AI-powered features
Discover highlights
Listen to the best highlights from the podcasts you love and dive into the full episode
