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Animalz's CEO shares his AI content strategy
Marketing Powerups #62: Ty Magnin, CEO of Animalz, shares his 3-tier AI content strategy.
Hello, and welcome to Marketing Powerups! 👋🏽
Before we dig into today’s powerups, I want to invite you to join me in my first live cohort course with Maven about SaaS onboarding.
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The best is that I have two SaaS experts joining me for office hours: Andrew Capland (Growth Advisor and ex-Head of Growth at Wistia) and Gia Laudi (Author of Forget the Funnel and ex-VP of Marketing at Unbounce).
We kick things off on Tuesday, November 28, at 12 pm ET.
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Let’s jump into today’s powerups, which include:
Write perfect emails faster
How to harness ChatGPT-4 for SEO.
Ty Magnin’s 3-tier AI content strategy.
Ready? Let's go! ⭐️
🎖 Build a high-efficiency growth engine
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But smart marketers from companies like ProfitWell, Teamwork, and Hubdoc aren’t panicking! It’s because they’ve doubled down on sustainable growth, all thanks to 42/Agency (the sponsor of today's newsletter).
They've built a demand gen playbook for generating leads and closed deals for B2B SaaS companies—even during economic uncertainty!
⭐️ The 3-tier content strategy
AI content creation is transforming marketing. With the right strategy, AI can help generate engaging, high-quality content at scale.
Ty Magnin, CEO of Animalz and former Director of Marketing at UiPath, has developed a 3-tier system for leveraging AI content:
Tier 1 - Strategic Assets
The first tier focuses on creating key strategic assets with the highest value. These are the content you’d want to create internally with little to no aid from AI tools. As Ty explained:
"Tier one was stuff we deemed as of strategic importance. And we had calculator that actually looked at three factors for every idea or project that came our way. The three factors were value to customer...value to the business, value to UiPath...And the third thing was feasibility."
For UiPath, this included premium content like in-depth reports that provided unique insights by compiling and analyzing internal data. These high-impact assets were created manually in-house.
Tier 2 - Outsourced Premium Content
The second tier was still premium, strategic content but outsourced to trusted agencies instead of created in-house. You might use AI to craft the brief or a basic outline. But you’d want to be as high-touch as possible still with these types of content. As Ty put it:
"The next level down would be we would fund it, okay. But it was produced by our trusted agent. Again, the content team says this is of strategic importance. Still, we will pay, but we can't do it ourselves."
This allowed UiPath to scale content output for items aligned to strategic goals. Although outsourced, UiPath still managed these projects closely.
Tier 3 - AI-Generated Content
The third tier focused on high-volume, AI-generated content. As Ty explained:
"Tier 3 content are the keywords that are probably not your most important keywords. The operating model would be if you can get someone in your team to do it using AI, provide guidelines that they can follow."
For UiPath, this included lower-priority SEO content and website pages that helped with overall domain authority. The content team provided guidelines, but teams could largely self-serve.
This 3-tier system allowed UiPath to balance investment in premium assets with leveraging AI for scalable content output.
Free powerups cheatsheet 🔖
I’ve created a powerups cheatsheet exclusively for Marketing Powerups subscribers to apply Ty’s 3-tiered AI content strategy.
→ Download and make a copy of it here (a direct link with no email required).
In the latest Marketing Powerups episode, Ty further explains his AI content strategy.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
📝 Write perfect emails faster with AI (tool):
My inbox often feels like a hard beast to tame. So, when I ran across a tool on Product Hunt that uses AI to write contextual replies to emails, I tried it out. Letty’s even learned the tone of my emails! I’m not an affiliate or associate with it, just a big fan.
📢 The ultimate guide to PLG communication (sponsor):
Nailing your email marketing strategy is important to onboard new users, adopt the product, and increase revenue. The Inflection.io team created this 70-page guide full of examples on everything from onboarding to adoption to expansion.
A couple of weeks ago, The Verge published ‘The people who ruined the internet.’ The author claims that people in SEO are '“a hustler, a content goblin… a nihilist in it for the thrills.” My friendwrites a response with direct quotes from actual SEO professionals like Lily Ray, Brendan Hufford, Aleyda Solis, and more.
In this Moz Whiteboard Friday, Alisa Scharf (SEO Director at SEER Interactive) shares a 4-part framework called PARS to harness the power of ChatGPT-4 for SEO and content success. You know I’m a sucker for frameworks. I love how easy-to-follow and effective Alisa’s process is for creating content using generative AI.
That’s all for now, friends!
Have a powered-up day,
Ramli John Connect with me on LinkedIn
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