Weekly Thoughts – Week of June 14th

Weekly Notes: We Have Arrived At The Intersection of AI and The Creator Economy

Welcome to my weekly notes, where I share my candid thoughts on various topics. This week, let’s dive into the intersection of ChatGPT and the Creator Economy, and brace ourselves for a major shakeup in the marketing world.

There are more than a few, “experts” in the ad world who are oblivious to the imminent revolution in marketing campaigns. It’s like poor souls who were drinking at one of the Titanic bars and didn’t even feel the iceberg hit. (Note, this came out before the submarine issue) You won’t believe how many tweets, emails, blog posts, and LinkedIn rants I’ve encountered lately, all touting how ChatGPT can make our marketing jobs easier. Sounds great, right? Well, here’s the catch: ChatGPT is about to make certain roles extinct and it’s going to start with the marketing world – content writers, SEO experts, paid managers, and even creatives are all at risk and the gap between what an AI platform like ChatGPT can do and what your marketing team can do, is closing.

In the not-too-distant future, marketing departments will transform. A single editor who’s an expert at, “prompting” ChatGPT, will create content that previously required a team of three or more writers. Your marketing manager will also become a prompt pro too, effortlessly delivering SEO strategies, paid search campaigns, and creative materials in record time.  The days of judging a marketing agency by the number of people on the team will soon be a thing of the past. Instead, it’s all about having a few expert, “prompters” who can work wonders at a fraction of the cost.

Now, let’s talk about your CAC (Customer Acquisition Cost). Brace yourself for some changes. We’ll explore this in detail in another weekly note, but here’s a sneak peek: the impact on your CAC will mostly be positive. However, it does come with a downside. Your content strategy and how clients discover your brand are about to get complicated. It’s a new game, my friend.

Have you heard of the creator economy? It’s not a brand-new concept, but more and more potential clients are relying on specific digital platforms to find, engage with, and make buying decisions based on content creators. Let me give you the ChatGPT-approved definition: the creator economy encompasses individuals or small groups who monetize their online content, whether it’s blogs, videos, podcasts, or digital art. They earn through ads, brand partnerships, crowdfunding, merchandise, and subscriptions. Platforms like YouTube, Instagram, TikTok, Patreon, and Substack are the places to be—they offer tools for content distribution, audience engagement, and monetization.

If your current marketing team or agency hasn’t caught onto this wave, it’s time to move on from them. Find professionals who understand this brave new world and, to some extent, the remnants of the old marketing world we’re leaving behind. It’s time to adapt.

In a nutshell, we’re bidding farewell to the days of solely relying on SEO, PPC, and social media posting. We’re embarking on a journey where AI takes over our tasks, and the creators in the creator economy become our primary content suppliers. That means your outdated blog or podcast may not cut it anymore. It’s time to secure your boarding pass, or at least consider the cost, because whether you like it or not, you’re hopping on that ship until that ship becomes the Titanic, which in the circle of business, is bound to happen.

Now, let’s wrap up with a few random thoughts:

1. Money will flow away from Google and toward other platforms as more companies embrace the creator economy. TikTok is taking the lead, and Instagram (now META) will follow suit, but we still have time on this, so keep that PPC and SEO campaign in place, for now.
2. When it comes to search, ChatGPT/Bing outshines Bard/Google by a mile. It’s clear that ChatGPT has emerged as a frontrunner in search capabilities.
3. The Metaverse may not be dead yet, but it’s still a long way from being a worthy investment for your CAC. Keep an eye on it, but don’t dive in just yet.
4. If ChatGPT becomes a dominant force in search, how will we track the content it pulls and give proper credit? Analytics might take a hit, and that poses a reporting problem we’ll need to address.
5. It’s time to carve out 60 minutes a week and learn about how AI is fueling platforms like ChatGPT. You need to understand how it will impact all areas of your business, from hiring to your CRM, it’s remarkable what it will do.

There you have it—my weekly notes on the shifting marketing landscape and the rise of the creator economy. Get ready for some exciting and transformative times ahead. Buckle up, because we’re about to embark on a new adventure where AI takes the wheel and creators become the stars.