September 6, 2023
by Breaking Through in Cybersecurity Marketing
In this episode, David Ebner, Founder of Content Workshop, joins Maria and Gianna to discuss the future of writing.
To begin, David offers his own thoughts on ChatGBT. Like any new form of technology, it is understandable that the initial launch of ChatGBT was met with hesitation. Simply put, ChatGBT is a language processing tool that works on probability. Davis sees it more as a muse than a replacement for genuine writing. Content Workshop, he explains, is a storytelling agency helping brands tell their stories to drive new business and leverage their goals. It has not been possible for them to leverage AI to help with their writing simply because AI is not able to convey empathy. Next, hear what storytelling means to David. What really makes storytelling a work of art is its ability to inspire connection and bring an audience to a place they were not at prior to reading the content. Every piece of content should entertain, elevate, and engage their audience in this exact order.
Shifting gears, David explains how engaging people makes for a loyal audience, and loyal audiences will think about your brand and look towards you for answers in times of need. It is so crucial to make content entertaining so that it doesn’t feel like a chore for audiences to read. Content workshop takes a unique approach in which they aim to embody the life of the individual, rather than the brand. What problem led them to the brand initially? How is the person's life better now that they have discovered the brand? A brand is not a color or logo, but rather what lives in the hearts and minds of the viewer. From a tone point of view, it’s important to have a brand identity and voice first. Finally, our guest and hosts engage in a fun guessing game to reveal what career David would pursue outside of the cybersecurity marketing field.
Links:
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