SEO Podcast Summary: "Evolution of AI in the Influencer Marketing Ecosystem with Corbett Drummey"
Podcast Information:
- Title: SEO Podcast The Unknown Secrets of Internet Marketing
- Host: Matt Bertram, bestseopodcast.com
- Episode: Evolution of AI in the Influencer Marketing Ecosystem with Corbett Drummey
- Release Date: December 15, 2024
1. Introduction
In this episode of "The Unknown Secrets of Internet Marketing," host Matt Bertram welcomes Corbett Drummey to discuss the intricate relationship between artificial intelligence (AI) and influencer marketing. The conversation delves into how AI is transforming content creation, SEO strategies, and the overall influencer ecosystem.
2. Corbett Drummey's Background
Corbett Drummey introduces himself as a seasoned startup founder with over a decade of experience in influencer and creative marketing platforms. He co-founded Popular Pays, which was later acquired by Litrix, known for popular photo and video editing apps like Facetune, PhotoLeap, and VideoLeap. Currently, Corbett is focused on developing LTX Studio, an AI video platform that aims to revolutionize content creation.
3. AI's Impact on Content Creation and SEO
Generative Content: Matt initiates the discussion by highlighting the surge in generative AI tools for images and videos. He notes that AI-generated content is perceived as unique by search engines, offering an advantage over traditional stock media:
“AI gets a win, right? It gets a win.” [02:56]
SEO Implications: Corbett elaborates on how AI is reshaping SEO by enabling the creation of unique content that search engines favor. He emphasizes the importance of embracing AI to stay competitive:
“We're going to lean into it and we're going to be cutting edge with what's going on and we're going to certainly follow the Google guidelines.” [06:32]
4. Concerns and Challenges with AI in Influencer Marketing
Brand Safety and Rights: Corbett discusses significant concerns such as brand safety and intellectual property rights in the AI-driven influencer landscape. He highlights the industry's early and intense encounter with AI's disruptive capabilities:
“AI has impacted our space first and hardest compared to almost anything out there.” [08:09]
Displacement of Creators and Marketers: The conversation touches on fears of AI replacing human roles. Corbett argues that the real threat lies in individuals leveraging AI to enhance their capabilities rather than AI itself:
“The folks you should be worried about are those that are adopting and leveraging AI versus, you know, AI operating by itself.” [12:53]
Data Privacy: Matt raises concerns about data privacy when using AI tools like ChatGPT, questioning how businesses can protect their data:
“How do you do that if you're concerned about the data set and just giving it up to the public domain?” [19:26]
Corbett's Response: Corbett reassures that enterprise-level AI tools often come with data usage guarantees. For startups and individual users, he believes the risks are minimal and manageable:
“If you're a startup, do not worry about it. And to be honest, I think the fears are overblown even from a Traditional perspective.” [19:26]
5. Adoption Patterns of AI Tools
Executive vs. Entry-Level Adoption: Corbett shares insights from a survey of a thousand marketers, revealing that executives are more proactive in adopting AI tools to stay ahead, while entry-level employees may view AI as less refined:
“Executives are using it more often than entry level people.” [10:43]
AI Enhancing Technical Skills: Both Matt and Corbett agree that AI tools are democratizing technical skills, enabling marketers to perform complex tasks without deep technical knowledge:
“These tools make you good enough and can help you cross that chasm.” [22:10]
6. The Proliferation of AI-Generated Content
Content Overload: Matt expresses concerns about the vast increase in online content due to AI-generated materials, leading to diminished content quality and search engine indexing challenges:
“There's just too much inventory online as far as like what you're talking about.” [25:04]
Google's Response: He notes that Google has adapted by incorporating experience components in search results to prioritize more meaningful and authentic content:
“Google even added the, to the eat the experience component.” [25:04]
7. Trust, Authenticity, and Human Connection in Influencer Marketing
Human vs. AI Influencers: Corbett asserts that human influencers maintain their influence due to the emotional connections and trust they build with their audiences. He believes AI influencers lack the authenticity that comes from being real individuals:
“The providence of them being a real person... it will remain to be a huge asset.” [30:29]
Curation and Creativity: Both speakers emphasize that while AI can generate content, human curation and creativity remain crucial for distinguishing quality content from the vast AI-generated noise:
“Curation and taste will remain a differentiator.” [32:10]
8. Business Opportunities with Influencer Marketing and AI
Content Creation and Scaling: Corbett advises businesses to leverage influencers for scalable content creation and community building. He highlights the power law in influencer impact, where a small percentage of influencers drive the majority of results:
“20% of the creators will drive 80% of the results.” [35:51]
Conversion Strategies: For small to medium-sized businesses, influencers can significantly aid in driving conversions and sales through targeted campaigns and brand ambassador programs:
“If you're using them for conversion, test and learn, try a lot of things and then keep doubling down with the ones that are working.” [35:51]
Integration with Digital PR: Matt underscores the necessity of integrating influencer marketing with other strategies like SEO and email marketing to sustain attention and drive leads:
“You use an influencer, it's initial attention... you have to get them into your funnel.” [39:50]
9. The Unknown Secret: Leveraging AI to Become More Technical
Corbett reveals that one of the most underutilized secrets in digital marketing is the potential for marketers to enhance their technical skills through AI tools. He encourages marketers to adopt AI not just as a tool but as a means to expand their capabilities:
“Most people don't realize how technical they could be and how AI tools can make them good enough at anything they want to learn.” [41:20]
Practical Applications: Corbett provides practical examples, such as using ChatGPT for spreadsheet manipulations and leveraging AI for rapid content creation without needing deep technical knowledge:
“Make a quick pong game online and you can do it in less than a minute.” [41:20]
10. Conclusion
Matt wraps up the episode by reiterating the transformative power of AI in influencer marketing and SEO. He encourages listeners to explore AI tools and leverage influencer partnerships to enhance their marketing strategies. Corbett directs listeners to litrix.com for more information on their suite of products, including Popular Pays and LTX Studio.
Final Remarks:
“Creativity is really the only boundary and barrier there.” [41:20]
Matt concludes with a reminder to check out the podcast's extensive library and upcoming training programs, emphasizing the importance of staying updated with the latest digital marketing trends.
Connect with Corbett Drummey:
- Website: litrix.com
- Products: Popular Pays, LTX Studio
Follow SEO Podcast:
- Facebook: www.facebook.com/EWRDigital
- Additional Social Links: Available on the podcast's website.
This episode offers invaluable insights into the evolving role of AI in influencer marketing, highlighting both opportunities and challenges. Corbett Drummey's expertise provides listeners with actionable strategies to harness AI effectively while maintaining the essential human elements of trust and creativity in their marketing endeavors.