If you want to shut out the noise, stick to one principle: Build for bots, create for humans. Build infrastructure that supports discoverability across all platforms, from social media to search to AI. Create multimodal content that delivers exactly what your human audience needs at just the right time.
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Using AI to generate ALT text for 27,000 images
Writing ALT text sucks. Writing ALT text for 27,000 images is enough to send me right off the Cliffs Of Insanity. I got AI to do the work for me. Here’s how.
Continue readingHow to: Compress Images With Squoosh
5 megabyte images kill kittens. And capybara pups. And your users’ will to live.
Fortunately, there’s an easy image compressor: Squoosh.app. The name alone makes it worth a try, right?! You can compress the heck out of utterly bloated image files in a few seconds.
So, I broke my own rule and recorded a Squoosh how-to.
Continue readingAI Is Not Clickless Search
AI is not clickless search. Once you realize that, and the fact that it’s actually a whole separate earned media channel, marketing for AI makes more sense.
Continue readingReturn On Time Invested: Presentation Stuff
The slides and all supporting links, video, and tutorials from my Return On Time Invested presentation. Also includes a nifty Loom video about using Squoosh.app!
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Coax. Persuade. Cajole.
Using Generative AI Right
I used ChatGPT to generate a cycling training plan and got a valuable reminder that generative AI can’t think. But it knows a lot. Getting it to convert that knowledge into something useful takes a little coaxing and persuading. Cajoling, even.
Continue readingMarketing’s Secret Currency: Return On Time Invested
The first thing your audience spends on you is time. Make sure they get a good return on investment.
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For Unforgettable Marketing,
Teach The Shit Out Of Everything
Teaching makes you memorable. It’s the best marketing tool you’ve got.
Continue readingDigital 101: Three Questions Make Marketing Work
You want to be better at digital marketing? Understand that it’s still MARKETING, and marketing boils down to three questions: What’s the problem? How do I fix the problem? How can you help me fix it better? To create kick-ass stuff, describe the problem, describe the solution, and make your pitch.
Continue readingSocial Media Is Not Owned Media
Social media isn’t owned media.
I could write a huge, theoretical rant about social media and the definition of owned media. Thanks to my pal Elon Musk, I don’t have to.
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