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AI Hype and Normalization, How to Actually Use Generative AI Tools, and the Magic of Content Marketing with Ben Pines, Director of Content at Wordtune

AI Hype and Normalization, How to Actually Use Generative AI Tools, and the Magic of Content Marketing with Ben Pines, Director of Content at Wordtune

Have you ever wondered about the impact of AI on content creation and marketing?

This podcast episode features an interview with Ben Pines, Director of Content at Wordtune, discussing generative AI, SEO, content creation, and the changing landscape of search behavior. 

Ben Pines is a seasoned content marketing expert with over 15 years of experience in the field. 

Ben’s most notable role was as the Head of Content at Elementor, a popular website builder for WordPress. During his time there, he was responsible for creating and managing the company’s content strategy, which helped grow their user base and establish Elementor as a leading player in the website builder market.

Currently, Ben is the Director of Content at Wordtune, an AI-powered writing tool that helps users improve their writing skills. In this role, he is responsible for overseeing the company’s content marketing efforts and ensuring that their messaging resonates with their target audience.

Ben is also a frequent speaker at digital marketing conferences and a contributor to various industry publications. He is known for his expertise in content marketing, SEO, and digital strategy.

Overall, Ben provides insightful perspectives on the future of content creation and marketing. It highlights the importance of staying up-to-date with the latest trends and technologies while also valuing human creativity and personal touch.

Listen to the podcast:

Key Takeaways:

[00:15:51] Differentiation in the Generative AI Space

Ben discusses the crowded space of generative AI tools and how differentiation is important in marketing. They also talk about how Word Tune is different from other tools, as it allows for iteration and specific suggestions rather than just prompts.

[00:22:14] The Purpose of Content

Ben discusses the purpose of content and how it has changed over the years due to heavy SEO. They mention successful marketers who come up with original ideas that change the industry.

[00:23:53] Limitations of AI in Writing

Ben talks about how AI cannot form original thought and how it still needs a human touch to include personal experience and editing.

[00:27:32] Changes in search and marketing strategy

Prediction of how search behavior will change and how it will affect companies’ and individuals’ SEO and traffic strategy.

[00:29:45] Future of AI-generated search results

The possibility of AI-generated search results having a source and the importance of people following experts rather than just relying on AI-generated content.

[00:30:40] Marketing strategy and diversification

The importance of diversifying marketing strategies and not relying too much on SEO, as Google algorithm updates can negatively impact businesses.

[00:33:17] Using AI tools for content creation

Ben explains how he uses AI tools, specifically WordTune, to find sources, skim through articles, and create outlines for his content. He also mentions the importance of having experience to identify garbage articles.

[00:40:20] Iterative Process for Better Results

Ben emphasizes the importance of the iterative process in using AI to improve writing, and how it can lead to better results for both mediocre and professional writers. He encourages aspiring writers to aim to be the best in their business and get paid for their worth.

[00:45:53] Versatility of Content Creators

Ben explains the need for content creators to be more versatile in producing content, and the importance of embedding experiences and stories within their content. 

 [00:57:08] Being Kind in Business 

Ben shares his opinion that being kind and sensitive is the best way to do business, which is not a common belief in the business world.

[00:57:35] Productivity Hoax 

Ben talks about his belief that the obsession with productivity is a hoax and that measuring every second and filling your day with tasks is not the way to reach productivity.

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David Khim

David is co-founder and CEO of Omniscient Digital. He previously served as head of growth at and Fishtown Analytics, and before that was growth product manager at HubSpot where he worked on new user acquisition initiatives to scale the product-led go-to-market.