Going viral should not be your goal.  Pulling from the latest sentiment analysis research at North Carolina State University, Trevor Ferree, CEO of TSV analytics, highlights the importance of knowing the emotional tone and interests of your niche audience.  TSV (Topic, Sentiment, and Virality Analytics) is a powerful framework designed to help brands understand social media conversations and create better marketing content.  

A few tips from this talk:
-Choose the social platform where your target audience spends the most time. 
For example, if you're targeting an older demographic, consider Facebook.  For Gen Z, share content on TikTok or Instagram Reels. If you’re a B2B company, focus on LinkedIn.  
-Start posting now.  
-Be consistent in driving home your message.  
-Be valuable in what you share. 

Watch the full interview to learn about “speed data-ing,” the tech stack used to build TSV, and whether or not Be Real has stolen Snapchat’s audience.  

Sophia Solanki’s 16-year career in marketing took her through multiple founder roles, adapting to new trends in tech, as well as methods for content creation. In 2023, as the founder and CEO of the software maker Narrato, she sees one dominant trend reshaping her entire industry: the rise of AI tools for storytelling.

“It’s possible now to actually use AI to create sentences, create storylines, outlines — a lot of research,” Solanki told Inside.com. “It’s not necessarily replacing the writer or the copywriter. What it’s really doing is it’s giving them an aid, which allows them to do their work faster, easier, and better.”

Her view of AI tools as enablers, not replacements, is key to her content approach more generally. She shared the following tips and more in our full interview with her.

Advice from Sophia:
* Content may start as a blog article, but tools help repurpose it for media on TikTok, YouTube, Twitter, or other important platforms.
* Stay up to date with new AI tools using resources such as:
    * Slack channels like Superpath
    * Inside.com/marketing (Thanks for the shoutout!)
    * Growthhackers
    * Flipboard and other curated news streams
* Content needs to be more helpful than what AI can produce, adding context, expertise, and data points to achieve depth.

Important trends she identified:
* In 2023, how marketers create and publish content matters as much as the content itself.
* AI can help create content faster, especially through transcription and content writing.
* Search is having a paradigm shift, extending beyond front-page results to ChatGPT and Bard.
* Data analytics in marketing will need to incorporate a layer of AI on top of analytics tools like Google Search Console.

Join Stephanie Zielinski in conversation with Jacob Bowman, co-founder of Paloma Studios, to learn how personal branding and content marketing can help you grow your business.