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Business Transformation

Building scalable brands

Michael King
.
May 5
.
6-7 mins

Table of contents

Key takeawaysCollaboration platforms are essential to the new way of workingEmployees prefer engati over emailEmployees play a growing part in software purchasing decisionsThe future of work is collaborativeMethodology

Introduction

Marketing Technologist, Michael King, joined us for today’s episode of Engati CX. We spoke about digital marketing, AI, and SEO Content and he shared some brilliant insights on building scalable brands.

Michael leads an agency called iPullRank which specializes in Content Strategy, Audience Research, Social Media, SEO, and more. 

Mike also consults Fortune 500 brands, is a Keynote Speaker, rapper, Recovering Big Agency Guy.

In his previous roles, Mike led the expansion of enterprise     SEO and digital strategy offerings as well as in-house marketing initiatives.

Interview with Michael King

This section will contain a quick summary of our interview with Michael. But, if you'd like to listen to him speak, we've got our podcast embedded at the bottom of this page.

1

How do you think the pandemic is going to change the business landscape post-crisis? How will digital marketing grow?


We’re not going to go back to normal. 

We will be seeing a lot of behavioural trends that will affect businesses dramatically.

Businesses will have to listen to their customers’ needs and use that to enforce how they should do business.

There were a lot of things that you would do in person or have a lot of things done by a person. Machine Learning and AI will reduce those roles. 

This is an opportunity for organizations to have a more automated and robust solution to problems.

2

What is the process you follow for brand creation when you help customers build a comprehensive Digital Marketing strategy?


Everything starts with the audience. What is it that they want and how does it overlap with the business? 

When we talk about content strategy, we talk about two parts:

The first one is the voice and tone of the brand. 

The second one is, what message are we putting out there to effectively meet the needs of the audience that we identified? 

Part of it is a comprehensive strategy and part of it is just putting those messages out there in a variety of formats that your audience actually wants so that they’re always able to find you.

Don’t waste your time on channels where your audience isn’t available.

3

What roles do AI and Technology play in acting as an aid for business?


There are so many ways that you can build a model that will tell you something that you otherwise wouldn’t have identified. 

The other component of it is scalable solutions like chatbots and personalization and a variety of other use cases where you can allow technology to make something more specific.

People expect the internet to reflect upon the data like opinions and attitudes that they have given, and these technologies can really make them happen.

4

Can you elaborate on why ‘SEO content’ is not a thing?

Back in the day, people would make every keyword a page and lead the audience to the content that they weren’t really interested in. 

Organizations like Google are way more effective in understanding the context of your content and not just the fact that you have added a keyword, but they know what the content is really about.

All this adds up to the idea that you can’t really write content for search engines and then trick users into consuming it. You actually have to provide value to your content.

5

How critical is the role of Conversational AI in business strategies?


Michael thinks that there are many touchpoints where conversational marketing could be valuable.

You can have some kind of messenger application that you could plug in or you could have something on your website or as a part of your social strategy. 

It could give people direct answers without the intervention of a human. 

You can find what people really want and use that to effectively drive your business. 

It’s something that not enough people using but it is incredibly critical.

6

How are chatbots changing the way businesses interact with their customers?


It creates a shared channel and brings a more personalized experience to that user and creates an opportunity for your brand.

You can use a chatbot and the person would not have to leave that platform to transact with you or to get information for your brand. 

I think that chatbots are incredibly valuable and helpful.

More brands should have chatbots as a mechanism to capture leads and so that users have a more positive brand experience.

7

How can great content and data be a game-changer for any business?


It is an absolute requirement. You need to make that content more data-driven. 

There’s plenty of data out there which you can use to build your story with. It also includes user experiences, interaction, and results. 

There is a layered, data-driven story that you can tell. 

Every brand should be incorporating this into their strategy because people want to know how businesses think. 

Michael thinks that there are a lot of opportunities for any brand to leverage data and content effectively to show what it is that they do. 

8

What is the current and what could be the future trend in digital marketing strategy?


The trend is that people are getting more data-driven. 

We talk about things like big data and so many organizations like those as concepts but there are so many things that keep them from executing that. 

I think we’re early with respect to seeing organizations actually implement these concepts. At the same time, we have organizations that are built from technology and they are further along from everyone else and they’re able to implement these concepts. 

They become machine-learning-driven companies and it affects every single product that they have. It impacts their marketing positively. 

PS - Check our blog on how to include chatbots in your digital marketing strategy.

9

Do you have any other thoughts that you’d like to share with us?


Look for where the opportunities are and look at the people who are winning because that’s where you can beat them and be able to create an advantage where they won’t be able to catch up.

Get into chatbots and personalization and Machine Learning models because that’s what your big competitors can’t do. Get in there and use that to your advantage.

Check out the 200 CX Thought Leaders to follow in 2021!

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Michael King

Michael is a Marketing Technologist. He leads an agency called iPullRank which specializes in Content Strategy, Audience Research, Social Media, SEO, and more.

Mike also consults Fortune 500 brands, is a Keynote Speaker, rapper, Recovering Big Agency Guy. In his previous roles, Mike led the expansion of enterprise SEO and digital strategy offerings as well as in-house marketing initiatives.

He has also led the Strategy and Marketing teams. As an SEO and Inbound Marketing industry thought leader he is involved in the development of new strategies and tactics that are used the world over.

Specifically, He has helped popularize the audience focused SEO and developed methodologies for granular measurement and dynamic targeting using Social Media data.

Andy is the Co-Founder and CIO of SwissCognitive - The Global AI Hub. He’s also the President of the Swiss IT Leadership Forum.

Andy is a digital enterprise leader and is transforming business strategies keeping the best interests of shareholders, customers, and employees in mind.

Follow him for your daily dose of AI news and thoughts on using AI to improve your business.

Catch our interview with Andy on AI in daily life

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