New Content Marketing Technologies Other Than AI

In this episode, we interview Justin Eveloff, marketing expert and agency leader at OBICreative. Justin shares his insights from the Consumer Electronics Show and dives deep into how advancements in technology are shaping the content marketing landscape.

What you'll learn in this episode:

• Why quality content is more essential than ever in the AI era.
• How streaming TV and AI tools are revolutionizing personalized marketing.
• The role of AR/VR and interactive technologies in audience engagement.
• Practical tips for creating hyper-personalized content strategies.
• Why content marketers are writing more, not less, in the age of AI.

This conversation is packed with actionable advice for marketers navigating the evolving digital space.

Transcript

Jusin Eveloff (00:02)
I went to the Consumer Electronics Show earlier this year and my biggest takeaway was amidst the flood of AI everything,

Quality content has never been more essential for success.

Ben (00:41)
perfect. Welcome back to another episode of Content Amplified. Today I'm joined by Justin. Justin, welcome to the show.

Jusin Eveloff (00:48)
Thank you so much, Brian, it's good to be here.

Ben (00:50)
Yeah, I'm excited for this one. This is going to be a fun discussion, especially for everyone looking at some of the changes in content marketing and technologies. But before we dive into the subject, Justin, let's get to know you. What do you love about content and marketing and catch us up on your career a little bit?

Jusin Eveloff (01:06)
Yeah, yeah. What I love about content marketing is how it touches every phase of the marketing funnel. It's versatile. You you can drive awareness to the top of the funnel and then you can use content to really convert them. It's the magic and the foundation of marketing, in my opinion. You can't have SEO, you can't have paid media.

You can't have social, can't have creative storytelling without good content. So it's just the fundamental and it's not going anywhere.

Ben (01:41)
I love it. love it. And Justin, you have kind of a fun story about how you got into marketing and all that kind of fun stuff. I'd love to hear it.

Jusin Eveloff (01:48)
Yeah, yeah. So I was a child actor mainly in theater and had the opportunity to be a part of our junior board member of an association called the Theater Arts Guild here in Omaha, Nebraska. And the webmasters, they were called back in the day, the person that runs the website was their term was over on the board and I had to learn how to manage and build the website.

So little did I know I was, I was doing marketing back then it was computers and technology. And then it led to SEO. Again, I thought I was doing computers and technology and ended up going to school for that. When I had a professor that said, you're you're what you're looking to get out of this is, is, is not what you're going to get in this degree. You should go look elsewhere.

And I've been a marketer ever since.

Ben (02:41)
I love it. I love it. That's awesome. So Justin, what we're going to talk about today is a fun subject. The future of content marketing and there's a lot of new technologies, not just AI, they're across the board, but where do you feel like the future is going with new technologies? What are some things on your horizon that you're paying attention to that maybe some people in the audience listening should pay attention to as well?

Jusin Eveloff (03:06)
Yeah, there's so much that it's hard to keep track, right? There's new platforms coming out every day. AI is changing things in many ways. It reminds me of,

I went to the Consumer Electronics Show earlier this year and my biggest takeaway was amidst the flood of AI everything,

Quality content has never been more essential for success.

Over technology, we can finally reach the marketing dream of reaching the right person with the right message at the right time. It just has to be done in a sea of noise right So to me, it really comes down to personalization and

getting that consumer or business person, whoever you are trying to reach through the funnel using that personalized engaged content. So I think there are huge advances in everything from voice technology to streaming TV to AR, VR and

even attribution where we can see what content is working, what pieces of content are working and use that data to create curated websites for that individual.

Ben (04:34)
I love that. I love that. And I love the personalization point. You I think that you're right that people are expecting a tailored experience, regardless of what platform they're on or whom they're speaking to or whatever they're doing. They expect it to be hyper personalized to them. And that really does kind of transcend into all of these different industries, technologies and areas. I think it's a great point. And I think that it's really almost

Not quite there, but almost table stakes at this point in

Jusin Eveloff (05:04)
I agree. It reminds me, just grabbed this book off my shelf called Marketing to the Entitled Consumer, How to Turn Unreasonable Expectations into Lasting Relationships by Nick Worth and Dave Franklin. And this book is exactly what you just said. People expect this. It's status quo now. We have to do this.

Ben (05:28)
I love that. Yeah, that makes sense. So when you're looking at some of these other technologies, you you mentioned some really cool ones, you know, personalization, think, mixes again into everything. But what are some of these technologies that you really have on your radar that you're really excited for that you're starting to explore that maybe some other marketers might want to put on their radar if they haven't really looked at it yet or haven't really experimented with them.

Jusin Eveloff (05:54)
Yeah, I think one is the potential with streaming TV. And at first, you may look at streaming TV as just a media channel and you're going to place TV ads. But they made so many advances in how you can utilize data and different ad formats to become more interactive or tell stories through

phases of the journey. So you can really segment your audience just like you would in a marketing automation platform or.

CDP, you can actually bring that data over. So if you know someone's in a certain phase, you can reach them with that message on streaming TV. that I'm really excited about is something that Disney is rolling out called Magic Words. And what it does is uses AI to analyze the show and

It's paying attention to the mood, the tone, and then places ads that are going to resonate with that content. So an example would be an Italian restaurant. There's a scene in the show, a family having a great dinner at an Italian restaurant, delicious food, having a great time. And then the platform knows that it's

a family watching or a member of a family watching. So they're going to show a spot for an Italian restaurant with a family having a great time, just like they saw on the show. And imagine that impact versus if it knows you're single, it might show a different type of ad. So you can tell these different stories.

based off of the data and even the content of the show, which I just find amazing.

Ben (07:57)
I love that. That's interesting because you're talking about really storytelling, but making sure that you're doing it from different perspectives. You know, obviously there's different personas and different things like that, but not even just the connected TV, but even with personalization, looking at content and saying, Hey, I've got three different personas or people that could buy from me. I need to tell the same stories, but I need to tell it from the different perspectives and figure out a way to get the right story in front of the right person at the right time.

So it's an interesting spin to say, okay, how can we look at this from a different lens, tell it from a different narration standpoint, things like that. I love that point. I think that's cool. And it's crazy that technology. I'd never heard of it with Disney and that is amazing. And that's going to be awesome. Cause you're right. If I'm watching a show and it's all about Italian food, my wife made me watch something on like HGTV and it's all about this Italian restaurant or whatever.

And all of sudden, like a local Italian restaurant ad pops up with a husband and wife sitting there at a table. Like my wife's probably gonna lean to me like, we should go there for date night next night, you know? you know, that's, that's the perfect catch because you're in the mood. You're like, I could go for some, you know, some pasta, things like that. So that's super cool. I, I'd never heard of that. That's a great technology.

Jusin Eveloff (09:08)
Absolutely.

It is, it is. And you know, what you said, I think is going to make us as content marketers think a little, a little beyond what we're used to, even with matrices, example, taking it further with the personas and the different messages, because we can get so granular with technology now that we can tell the same story to each persona in a different way.

Ben (09:31)
Yeah, I love that. That's super cool. I'm curious how entertainment will follow suite. Eventually, you know, the same TV show might have different, you know, I look at Twilight, you know, I've never seen it to be completely honest. But, you know, I wasn't like Team Edward, Team Jacob, like depending on which team you're on, could show the story from a different perspective or something like that. But, you know, there's there's some fun stuff in the in the future. I love it.

Jusin Eveloff (09:48)
Speak South.

Right?

Imagine product placement. That's what I think about a lot is will product placement become just biddable where you can put your content into the show's content.

Ben (09:59)
Very true.

yeah, I mean, especially animation. You figure your favorite character, their T shirt is a variable that people can bid on. And depending on your affiliation, you could have, you know, these kids saying, look, he's wearing my local basketball team shirt or my favorite restaurant or my favorite, whatever. And you know, that's different for every single person watching that show. That's cool. I love that. That's super cool. Let's talk about, you said AR VR.

Jusin Eveloff (10:34)
Yeah, it's amazing.

Ben (10:37)
I don't know if many people have this on their radar and we don't have to dive too deep into this, but what are some things that you feel like people should at least be aware of when it comes to that technology?

Jusin Eveloff (10:37)
Yes.

I think you need to at least get out and start playing with it potential is. I think we all know we're not quite there yet, but the industry is doubling down on it. Meta is doubling down on it. They changed their whole name and are sticking with it.

It's something that I thought at first was gimmicky and now we're starting to see that it has potential. Whether that's going to be the metaverse, probably unlikely, but it's going to present new ways to interact with consumers. And with that, there are going to be new ways to tell stories to consumers. One that I think about

with AR VR is a simple one that a lot of people already have access to, or you can get access easily, is Snapchat. Snapchat's filters have been around for years, but they've increasingly become more more advanced. And I was playing with one the other day that was travel and vacationing. And it takes you through an interactive quiz using your head. So you nod.

point your head, tilt your head to what you want to select. And first has you select one of your best friends you want to go on a trip with. Then it's, do you want to go to the ocean? Do you want to go to the mountains? And you create and then you can share it with that other person. And of course it you to a call to action and wants you to engage, but it's...

I probably played with it for 35 minutes and just nodding my head on my phone going through this interactive quiz that's collecting data, but in exchange for a good time and a good quiz experience.

Ben (12:34)
Yeah,

yeah, that's an interesting point. think people's expectation of how they're going to interact with brands is changing. Like you just said, like you just had this interactive experience with a company and you were really like able to engage and yeah, like you said, give you a bunch of your data up by what you like and what you don't and all that stuff. But

I even the other day, and this was just an experiment, wrote an article and I said, Hey, chat GPT, here's my article, make a game that I can embed on my website that relates to the article. And it made one and it was fun. And I had people posting high scores and all of that fun stuff. Took me 10 minutes to have an interactive game on the website that I literally just threw into web flow into an embed code.

And it worked and it worked really, really well. And, know, you can refine it, but I do think that that is a technology that people are expecting the interaction and the ability to engage with you. Like never before, like you said, even personalization, it's not just going to be reading an article anymore. It's going to be engaging with an article and the article is going to have to adapt itself to my needs and my preferences.

or else it's not going to capture my attention. There's too much chat GPT content out there on the web that if it's not unique and specific to me, then I almost just assume it's not relevant in general. So it's a fascinating change of times.

Jusin Eveloff (13:59)
Yeah.

It is, it's, ironically, it was reading a recap this morning on Google's Legion Summit. And one of the biggest takeaways was consumers prioritize relevance over personalization, know, of course is still extremely important, but to your point, they want that relevance and interactivity. And one way to get to that.

Relevance is through interactivity. It's letting them give you the data and self-select. But then, from a content standpoint, you have to have all that content to fill those different journeys that they're gonna expect.

Ben (14:37)
Yeah, yeah,

yeah. So if you're thinking you could get away with that writing content anymore, that's not going to be the case. Unfortunately, it's probably going to have to produce 10x to actually cater to that.

Jusin Eveloff (14:47)
That's what I think.

Honestly, I believe so. that's what we're seeing here at the agency is we are writing more content than ever. And there were, course, a lot of fears when ChatGPT came out. We did beta tests with other AI platforms. We're always looking to work smarter, not harder for our clients. So, you know.

always been clear, think of AI as a calculator, not that it's going to take your job. And it's been a great resource, but I wouldn't have predicted a year ago that we would have hired more content writers after the release of AI.

Ben (15:29)
Yeah, that's a cool insight. love that. Well, Justin, these episodes are short and we have run out of time. I could go on for hours talking to you about all the technologies and changes. This was a fascinating episode. If anyone does want to reach out and continue the conversation online with you, how and where can they find you?

Jusin Eveloff (15:46)
Yeah, absolutely. I'm on LinkedIn and name is Justin Ebeloff. So feel free to connect. Love to chat anything marketing content, data technology, and our agency's website is obicreative.com and you can contact me through there as well.

Ben (16:04)
I love it. And we'll link to everything in the show notes for everyone that's listening. You can find the links really easy. Justin, again, thank you so much for the time and insights today.

Jusin Eveloff (16:13)
Thank you so much, Ben. I appreciate it.