📦 - Building A High Performing Content Machine

DTC 528 - Repurposing Content, AI Writing, April Fools Campaign, and Customer Feedback for Ads   Wednesday, April 3, 2024 Return on investment: satisfaction in the little treat economy. 😋 Good morning, Did you fall for any April Fool’s campaign this week? These ones made us laugh out loud (keep scrolling to see) but let us know if you spotted any good ones! Here’s what you’ll find in today’s DTC: - Does AI-written content perform better than human-written content? See the results below. 👇 - Neil Patel shares how to build a content machine by repurposing top-performing short form content. - These April Fool’s campaigns did a great job of going viral on social media. - And… the best way to get customer feedback for ads. You’re reading this newsletter along with new subscribers from: Ergobaby, Maine Equine Sports, and Weaver Leather. 👋   PODCAST 🎧 Does AI Content Outperform Human Written Content? In this episode of the pod, we chat with the one and only [Neil Patel](, a digital marketing expert and thought leader who has helped countless businesses improve their content marketing, SEO, and social media strategies. For today we are discussing a topic on every marketer’s mind: the role of AI in marketing. Neil shares his insights on the topic and how AI-generated content stacks up against human-written content in a recent experiment. Neil explains: "We ran ads on Facebook with 28 different businesses over 30 days for this experiment. All of the businesses had multiple ad sets and we spent over $7 million. Human-generated creatives outperformed AI-generated creatives 68.3% of the time. When we look at the conversion rate, human-generated ones on average had a 1.54% conversion rate while AI-generated ones had 1.28%.” In this podcast, we cover: - What performs better: AI written content or human written content? - Why human creativity is so important in content creation. - What Neil’s predictions are for the future of AI in marketing. 👉 You can listen to the full episode with Neil [here](.   ATTENTION 😰 SOS: Your Target Customer Is Drowning In Ads Your target customers’ eyes are numb to the constant attack of promotions. 50% off. 75% off. Last chance. Spring blowout. Finding a way to stand out seems impossible. But it’s not. Influencers are the answer. They're not just faces on a screen, they’re real people with real influence. The question is: how do you start? Enter [SARAL](. SARAL handles the boring manual work so you can connect with influencers with ease. - Find untapped influencers in your niche and contact them directly 🔦 - Ship them your products 🚚 - Generate affiliate links and discount codes 🔗 - Track sales and ROAS 💸 All in one platform. Build your influencer program with this [risk-free trial offer,]( where the only risk is not starting. [Claim Free Trial]( Still hesitant? [Book a call]( to learn more. *Sponsored   CONTENT STRATEGY 💡 Neil Patel’s Repurposing Content Hack Do you feel like you never have time to create quality content? We have more from our friend Neil Patel. This time it’s an easy hack on how to repurpose content across platforms for maximum engagement. 🔥 Step 1: Use X as your testing site Tweet multiple times a day to see what’s resonating with your audience and what’s flopping. If you don’t have a big audience on Twitter, you can always turn these tweets into a boosted post to get more eyeballs on your content and data to work with. Once you’ve figured out what topics your audience wants to see, then it’s time to transform your most-viewed content into short-form videos. Step 2: Repurpose high-performing tweets into short-form video. Use platforms like Instagram, YouTube, and TikTok. You can use your Twitter thread as a ‘script’ for your Reels or short-form TikTok videos. Study your analytics again. Which ones are your top-performing videos? Use those as inspo for long-form content. Step 3: Transform videos into blog posts! If you have videos that are performing well, turn this into a long-form blog post that sits on your website so you can start ranking. 💡 Now you have two ways you can show up in Google search either via a video at the top of the fold or through your site link. From here you can turn a blog post into a webinar or an ebook. The takeaway? This specific technique allows you to focus only on top-performing content so you get the most reach. Repurposing content is a great way to create content across different channels if you are short on time or resources. 🕜   3 BRAND PRANKS 😂 Best April Fools Day Campaigns In the days leading up to April 1st, we spotted this name change. 👀 Sour Patch Kids now went by…Sour Patch Adults? With the name change, the candy brand put out a statement that it’s [‘finally time to grow up’]( and act like serious adults. The somber black and white visuals suited the emo vibe of the campaign. But don’t worry… it was all a prank! The brand celebrated being a kid again with its vibrant brand identity on April Fools with this punny tweet: Bodycare brand Sol de Janeiro put out [this tongue-in-cheek Instagram post](. After the whole ‘Delicia Drench Body Butter attracts spiders’ rumor went viral last year, the brand put out two new products formulated to “actually attract spiders.” 😜 And lastly, the language learning app [Duolingo]( launched toilet paper that can help you learn a new language because “nature is the best push notification.” Is it just us or is this not a bad idea at all? 😆 Did your brand get in on the April Fool’s fun? Reply back and let us know what you did to celebrate the occasion!   🌐 IN THE SOCIAL SPHERE When creating ads, take a look at your customer reviews. There can be some valuable nuggets there on how to position your product to meet their needs. Use that in your ad copy! Can't view the image? [Click here](   ⚡ QUICK HITS 📈 Expand your creative team’s bandwidth. Unlock performance marketing expertise, unlimited revisions, 24/7 support, and 12-48 hour turnaround for your creatives. [Check it out here](. *   📰 NEWS - Shopify [promises to match all carbon removal funding on merchant deliveries]( using the app Planet for the month of April. - Google [investigates incomplete data error in Google Ads Manager](. - TikTok [shares that over 2.2 million fans around the world]( tuned in for their live pregame Super Bowl event TikTok Tailgate. - Sephora [reveals two new global sustainability seals]( which will launch this month.   SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](.   Have you heard our latest podcasts? - 🎵 [AKNF 391](: Strategies for Brands and Creators to Maximize TikTok Engagement - 🧔🏻 Anthony Mink on [Live Bearded’s EOS and Disrupting Legacy Capitalism]( - 🔑 [AKNF 389:]( Unlocking SEO Success in 2024 - 💰 Rick Cadotte on [Four Sigmatic’s TOFU strategy after Meta challenges]( - 🍪 [AKNF 387](: How to extend the life of your cookies - 🪑 Dayne Rusch on [Vyper Industrial’s Eight Figure Shop Chair Journey]( Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. [Direct To Consumer]( Pilothouse, 1011 Government St., Victoria, BC V8W 1X6, Canada [Advertise with DTC]( | [Work With Pilothouse]( [Unsubscribe](