From Voice To Value: Creating Better Content via AI-assisted Interviews and Voice Transcription Software

In this presentation, which I first gave at Digital Summit - Chicago in 2024, I present a unique strategy of "generating" high quality, inherently human content that demonstrates E-E-A-T at about as close as you can get to "scale" without using Generative AI.

Transcript

1. 1 From Voice to Value Leveraging Voice Transcription software and AI for better content outcomes
2. The Status Quo in Content Creation 2 It is often very hard to get clients involved in the content creation process However, as subject matter experts they’re usually the right people to inform it (think B2B) So we conduct audience and customer research to in order to learn
3. The next steps should sound familiar to most 3 Then we do keyword research to fi gure out the important terms and the level of competition After this, maybe you send a brief to your content writers who then begin crafting an article Finally, we pass this o ff to SEO who tinker with the piece to optimize it for search
4. C O M PA N Y W E B S I T E Do we ever have enough content? No, and I think this is why marketers (and spammers) were so quick to go ham with Chat GPT Finally, whatever content we needed, whenever we wanted it, just a prompt away I believe that the rise of Chat GPT for content creation was a symptom of the real problem
5. 5 Is production volume a significant challenge in your content creation strategy?
6. 60% Of Marketers say production volume is always a challenge. Speci fi c content only 15% Not a challenge 17% Unsure/depends 8% Ciffone Digital
7. C O M PA N Y W E B S I T E What about the 15% who said production is only “sometimes” a challenge?
8. 8 65% Of Marketers plan to use AI content Generation Tools. Siege Media + Clearscope
9. 9 19% Of businesses using AI content tools that report high success. Siege Media + Clearscope
10. 10 AI content didn’t go so well for everyone…
11. 37% Of marketing budgets are spent on customer and audience research Forbes Advisor Via Aggregated Sources
12. Finding partners with adequate topical expertise Finding partners who understand/can empathize with our audience Budget issues Lack of clear return on investment (ROI) metrics Finding partners who can provide adequate strategic advice Lack of integration with our organization’s process/tools Finding partners who consistently deliver on time Lack of comprehensive solutions from one partner Other 7% 14% 19% 25% 26% 31% 40% 41% 65% Top 5 Challenges When Seeking Outsourced B2B Content Marketing Help 2021, Content Marketing Institute
13. 13 Is there a smarter way to get content similarly?
14. Think outside the box What if we interviewed clients and subject matter experts, and recorded the session? We could then turn that into text with transcription software… This would be much better than Chat GPT, it would be human and we could get a lot of content fast.
15. C O M PA N Y W E B S I T E Social Presence Theory Suggests that media can create a sense of social presence and that communicative processes can become more persuasive and e ff ective when they emulate face-to-face interaction. If written content can simulate a social presence, information will be more persuasive and also more satisfying for the user.
16. C O M PA N Y W E B S I T E Dual Coding Theory Posits that visual and verbal information are processed di ff erently and along distinct channels in the mind, creating separate representations for information processed in each channel. The idea is that conversational tone might be more easily processed and remembered because it engages in a manner that mimics natural speech, making it more accessible and easier to read.
17. We can do this pretty easily
19. 19 Benefits of this approach
20. 20 Natural Language: NLP advancements enable search engines to better understand the context and intent behind search queries.
21. 21 Authenticity and Engagement: Spoken language carries nuances that often make content feel more authentic and engaging.
22. 22 E-E-A-T: Content created from subject matter expert interviews can directly contribute to a site's perceived experience, expertise, authoritativeness, and trustworthiness.
23. Efficiency: Using voice transcription to generate content is highly efficient, which is going to facilitate a more rapid production of higher volume
24. 24 Multiple Forms of Content at Once: We can record the interview on Zoom/Google Meets and turn that into a video, a podcast, and text articles
25. Everyone has different preferences and learning styles C O M PA N Y W E B S I T E Read it Read it or listen Read, listen or watch it
26. 26 88% Of marketers say video is an important part of their marketing strategy Wyzowl
27. 27 74% Of content marketers think their company needs to invest more in video. Content Marketing Institute
28. 28 64% Of B2B buyers say podcasts were helpful at the beginning of their journey DemandGen
29. 29 85% Of companies capture video for their podcasts Siege Media
30. 30 Nearly half of all podcast listeners have used a podcast to fall asleep and 54% of those listeners remembered an ad the next day
31. Process & Workflow
32. Keyword / Topic Research C O M PA N Y W E B S I T E 01 02 03 04 • Conduct this like normal • For each piece of content, map the queries to corresponding sections of the content
33. Draft Questions C O M PA N Y W E B S I T E 01 02 03 04 • Construct questions to ask that will give you the content that you need for each section • Many of the queries you discover are already questions
34. Conduct the Interview C O M PA N Y W E B S I T E 01 02 03 04 • Google Meets and Zoom work perfectly, there’s no need to be in person • Keep each session under an hour. Schedule multiple if needed
35. Turn the transcript into content C O M PA N Y W E B S I T E 01 02 03 04 • This part is the most time-consuming but it’s nothing compared to the alternative. • Clean the transcript and structure the content into article form.
36. Case Study
38. 38 Why did it perform so well? The content was human.
39. In Closing Voice transcribed interviews are an e ff ective way to get content from a subject matter expert without asking them to write it There are intrinsic qualities of natural voice / spoken word that are valuable for engagement There is not currently a better way to “generate” content similarly to how we can with AI without a risk
40. Thank you!