ALONG THE TOWPATH

Toby Martin · Chief Content Officer, We Are Unchained

Content Is Not Marketing

Marketing and Brand Technology and AI Personal brand Content strategy AI in property The Self-Employed Model

Summary

Toby Martin on his leap from agency into training, why getting on camera is non-negotiable, using AI with intention, and his clarified view that not everyone who does marketing is a marketer.

Ross's Reflection

Toby is right that content for its own sake is noise. Every reel on this platform exists because it answers a question someone actually has. Intention is the difference between being seen and being remembered, on camera and everywhere else.

Ross D'Aniello, host

This guest went Locked In. Twenty minutes on how they would start again as a self-employed agent.

Key Quotes

82 percent of all internet traffic is people watching video. It's what we do.

Toby Martin · 32:50

Ross: The audience has already chosen video. The only question is whether you appear in it.

Make sure ChatGPT sounds like you, and that you don't start sounding like ChatGPT.

Toby Martin · 48:20

Ross: Use the tools. Keep the voice. The voice is the asset.

A daily social media post is not marketing. It's content for the sake of content.

Toby Martin · 59:52

Ross: A post without a purpose is just activity. Give every piece a job.

Reels From This Episode

Content is not marketing

Toby Martin

Make ChatGPT sound like you

Toby Martin

Getting on camera is non-negotiable

Toby Martin

Transcript

32:50Toby

82 percent of all internet traffic is people watching video. If you open a social media app, you'll be watching a video within seconds.

48:20Toby

There's a distinction between ensuring ChatGPT sounds like you, and making sure you don't start sounding like ChatGPT.

59:52Toby

A daily social media post is not marketing, it's content for the sake of content.

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