Turing's Tofu #23

📰 This Week in AI & SaaS 📰

• Thirteen current and former OpenAI and Google DeepMind employees have signed an open letter, voicing their concerns over the lack of governance and safety oversight within the AI industry, and have called for greater protection measures for whistleblowers. Read more. 

• Microsoft is about to launch a new AI feature, called Recall, which will be on all Copilot Plus PCs (which are expected to launch later this month) as standard, which has huge security issues. Read more. 

• The New York Tribeca Film Festival (founded by Robert de Niro) is dedicating a whole section to films made by OpenAI’s text-to-video model, Sora, on June 15th. Read more.

🌟Turing’s Top Picks 🌟

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• EEAT: EEAT is an AI tool that uses ChatGPT to gather data and provide users with deep insights into commercial SEO keywords helping them create high-ranking SEO content. Try it. 

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Interview of the Week: Meredith Whittaker, AI Ethics Expert

Ethical AI is a hot topic, and who better to talk about the issues the industry faces, than AI ethics expert, Meredith Whittaker? Meredith is the President of Signal–an encrypted messaging platform–has over 17 years of experience in tech, and has advised the White House, the FCC, the City of New York, the European Parliament, and many other governments and civil society organizations on privacy, security, artificial intelligence, Internet policy, and measurement.  In this interview, she gets candid about the realities of ethics in AI: Can we have it all? 

Read it

💡 Marketing Moments with Mounier 💡

In this week’s edition, I delve into Ross Simmonds' compelling approach to content marketing, captured under the mantra "Create Once, Distribute Forever." This strategy isn't just about crafting content; it's about ensuring that it reaches as wide an audience as possible, repeatedly, over time. Let me unpack the key insights from Simmonds' methodology, saving you the effort of navigating through the complexities of effective content distribution yourself.

The Paradigm of Persistent Distribution Ross Simmonds champions a paradigm shift in how we think about content. Rather than the traditional create-publish-forget cycle, he proposes a model where content is continually distributed across diverse platforms and formats. This approach leverages every piece of content to its utmost potential, maximizing both reach and impact.

Strategic Content Repurposing A core component of Simmonds' strategy involves repurposing content for different mediums. A single blog post can transform into an infographic, a YouTube video, a series of tweets, or even a podcast episode. This not only extends the lifespan of the original content but also tailors it to different audience preferences, enhancing engagement across channels.

Mastering the Art of Cross-Platform Distribution Simmonds stresses the importance of understanding where your audience congregates and how they consume content. Whether it’s LinkedIn articles for professionals, snappy tweets for the time-strapped, or in-depth videos for visual learners, knowing these dynamics is crucial for tailoring your distribution strategy to meet your audience where they are most receptive.

Leveraging Data for Optimized Distribution Data plays a pivotal role in determining the success of distributed content. Ross advocates for a continuous feedback loop where content performance data influences future distribution efforts. This data-driven approach ensures that strategies are adaptable and responsive to audience behavior and preferences.

The Longevity of Content In a striking revelation, Simmonds points out that content can and should have a life beyond its initial publication. He encourages marketers to revisit and refresh content as market dynamics evolve. This not only keeps the content relevant but also reinforces its visibility and utility over time.

Overcoming Distribution Challenges Addressing common hurdles, Simmonds offers practical solutions for broadening content's reach. He discusses overcoming the fear of oversaturation and the challenge of finding new distribution avenues as opportunities to innovate and experiment.

Conclusion: A Call to Action for Sustainable Marketing Ross Simmonds’ philosophy of "Create Once, Distribute Forever" is more than a content strategy; it’s a sustainable model for digital marketing. By embracing this approach, marketers can build a formidable presence that stands the test of time, continuously resonating with new and existing audiences alike.

For those looking to dive deeper into Simmonds' strategies and integrate these tactics into their own marketing repertoire, exploring his detailed playbook and supplementary resources can offer additional guidance and inspiration.

Embrace the perpetual impact of your content. By investing in a distribution-first approach, you can ensure that your creative efforts yield enduring benefits, making every piece of content a lasting asset to your marketing arsenal.

👇 Watch Ross Simmonds' full presentation on content distribution for an in-depth exploration of these principles and discover how to transform your content into a perpetual engine of growth.

👾 TOFU Quick Bytes:  ChiroTouch Teardown 👾

ChiroTouch teardown

Founded in 1999, ChiroTouch develops practice management software, specifically for chiropractors, designed to streamline admin tasks, enhance patient management, maintain regulatory compliance, and improve practice efficiency and billing processes.

Strategy overview: Their target market is primarily small to medium-sized chiropractic clinics and individual chiropractors who manage their own practices. They also target chiropractor colleges and training institutions that teach chiropractors about the latest practice management technologies and methodologies and work with industry networks and associations to reach a wider audience.   

Performance Analysis:

• They generated an estimated revenue of $41 million last year 

• They have over 36,000 customers

• They grew their employee count by 3% last year and now have over 263 employees 

• They get around 700,000 website visits each month, with 19.5K of those visits coming from organic search traffic  

How have they achieved this? 

Critical Teardown:

What does ChiroTouch do well?

They choose the right platform for their messaging: ChiroTouch uses target market demographic data to push the right message, with the right wording, to the right audience on their preferred social media platform. For example, they create longer, more text-heavy ads and post them on Facebook and LinkedIn to reach an older audience, and shorter, more visual ads to reach a younger audience on Instagram and TikTok. 

They regularly publish educational content: ChiroTouch regularly publishes educational content like blog posts, eBooks,  videos, webinars, and checklists which not only add value to their customers (potential and current), helping them build strong, reciprocal relationships, but it also helps them attract organic SEO traffic. 

They invest time in engagement and retention strategies: ChiroTouch regularly communicates with its customer base, predominantly through emails and newsletters, giving them value-added wellness tips, special offers, and new updates to retain their business and keep them engaged in their services. 

What doesn’t ChiroTouch do well? 

Confusing and complex user experience: ChrioTouch software is complex and full of extensive features, and many users have complained that it can be difficult to navigate, especially when they first start using the software, requiring a significant amount of time for training. To stop this new-user frustration, and reduce consequential churn, ChiroTouch could consider running regular onboarding training sessions or integrating an AI customer support chatbot to provide real-time answers to product/training-related questions.

Poor quality customer support: A common complaint from ChiroTouch customers seems to be its slow customer support times. This links with the above, and adds an extra layer of frustration, especially for new users trying to get to grips with the complex software and existing ones who may have a technical issue and need urgent assistance. As mentioned, investing in an AI chatbot could be a way to alleviate the pressure on the customer support team, and soothe disgruntled customers before they decide to leave. 

Limited mobile functionality: Although there is a mobile app, customers complain that it lacks functionality, compared to the desktop version, which is a major drawback for mobile practitioners who need on-the-go access to the software. 

AI integration

Automated communication: ChiroTouch utilizes AI within the platform to help its customers manage their patient communications through automated email and SMS tools. They also use AI to help their customers collect feedback, optimizing their patient management and marketing strategies.    

AI analytics: They also use AI-powered predictive analytics to help customers collect and analyze data insights to help them identify and predict trends, patient needs, treatment outcomes, and peak times to help reduce wait times and improve resource allocation.

Personalized patient care: ChiroTouch uses AI to provide tailored plans, advice, and care recommendations based on patient data like medical history, response to past treatment, and other health data, creating a more effective care approach. 

Key takeaways: 

• When using social media, use demographic data to establish which platform will resonate most with your different target groups 

• Regularly publish content that adds value to your customer base, builds relationships, and helps with SEO performance. 

• Keep your customers engaged and loyal by keeping them updated about feature releases, offers, and company or industry news.

• If you have a complex product, make sure you provide adequate training and onboarding support to avoid churn. 

• Consider investing in an AI chatbot to increase support ticket turnaround times 

• If you have a mobile app, make sure it has similar functionalities as your desktop version, as we now live in a mobile-first world.  

• Consider using AI to build features that use data to create personalized experiences, optimize daily processes, and automate manual admin-heavy tasks. 

What campaign or content marketing strategy would you like to see torn apart, next? Let me know! 

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