A lot of people no longer use Google, instead they just turn to AI solutions like ChatGPT, Creator payouts grew 17% YoY, and 3 content marketing stats that will change how you create content

0:00So I have something interesting to share today. a lot of people are talking about how they don't use Google anymore and they're starting to use ChatGPT instead. I think you've seen this too, Eric, right? Like a lot of people are sharing posts about this, at least on X. So we decided to look at some real data and we wanted to see what's really happening. So we looked at first similar web. If you look at OpenAI in the month of January, they had 1.639 billion visitors. It was up 7 % from the previous month. During the same period, Google had 86.57 billion visitors, up 2.8 % from the previous month.

0:43So, ChedGPT or OpenAI is growing at a faster pace. But it's not like Google is declining. Bing also had growth. They're starting from a much smaller base. They saw 3.9 % growth over the previous month. In February, this is where it gets interesting both google and being saw declines in traffic but february had two less days than the previous month if you take the data from february you divide it by 29 you times it by 39 uh 31 it ends up being where their traffic is pretty much the same as it was in um january but on the flip side open ai even with two less days saw 1.9 growth in february and it's just showing although there are a lot of people talking about chad gpt it's skyrocketed being one of the most popular sites but its growth is slowing down over time now of course google and being are both adapting ai and in what way who knows what you'll like what you won't like over time that's yet to be seen but here's where it gets really interesting although chad gpt has grown to be a really popular website if you just look at the last 12 months and you can see this google trends data now a lot of people go directly so google trends have everything but if you can look at google and chat gpt chat gpt is increasing but it's not increasing at as much of a rapid pace as it once was like i can show you here chat gpt you can end up seeing it you know go worldwide and if i end up going 2004 to present it skyrocketed right it went from nothing to really crazy popularity but if you just look at the last 12 months, the growth rate isn't that fast anymore, right?

2:31It went from, you know, start of the year at roughly 84 and it peaked at 99 or 100. It's still growing. It's just not growing as fast as it used to be. So all in all, the point I'm trying to make is if you look at the data, ChatGPT is growing. It's going to be a new channel, just like there's Facebook and then there's Instagram and YouTube and TikTok and more and more social networks come up. But it doesn't mean that Facebook's dead. It's just people have multiple options. Do I think some use cases will shift from people primarily using Google to chat GPT over time? Definitely is a possibility.

3:10And I think that will happen, at least for me and maybe some other people I know. But the data is clearly showing that Google's nowhere near from dying. And people are like, oh, the 10 blue links, Google's gonna get crushed. I've seen that everywhere. Like you even look at a lot of the VCs out there, some of the other podcasts that are tech podcasts talking about, it's just going to crush them. Well, the data is showing that chat GPT has been around for a while now. If it's been around and it does so many amazing things, which I think the product is great, by the way, it hasn't Google hasn't seen a decrease in traffic.

3:44It hasn't crushed them yet. I get chat GPT is changing in the future, but Google is also evolving in the future at the same time. Yeah, I just think in tech, we're in the business of tech is very optimistic. We're here to try to predict the future, right? Especially on these podcasts, people have to give a point of view. So I by no means think Google is going to get crushed and nor do you. I do think they're going to lose market share over time. But it's also, I don't even think we're in the first inning right now. I think this stuff takes time too. I think the data is correct. But these people, they're in the business of making predictions.

4:15Also, that's how it gets headlines too, right? So you have to use negative words like crushed. You can't say, oh, you know, Google slowly losing share. Like that's not going to get headlines. You know what I mean? Anyway, going back to the last episode. Yeah. But on top of that, I think a bigger impact for marketers is not Chad GPT crushing Google. It's the US banning TikTok and no one buying them. I do think someone's going to buy them if, you know, the US votes on banning TikTok. So, you know, marketers will still have that channel. But if markers in the United States didn't have TikTok as a channel, it would hurt them.

4:49By the way, Neil and I have an agency owners group called the Agency Owners Association. All you have to do, just go to marketingschool.io slash agency. Once again, it's marketingschool.io slash agency to learn more. And now back to the show. Speaking of creators, I actually have something pulled up from Alexis Ohanian. So check this out. So Alexis Ohanian was one of the co-founders of Reddit, which just went public recently. So hopefully congrats to him. But check back on these numbers in five years. So this is how this graph over here, those of you that can't see on YouTube, go subscribe on YouTube.

5:20It's the channel with 2 ,000 subs or so. But how creators make their money. So basically, a research firm eMarketer projects creators will make$13.7 billion on social media this year, up 17 % from 2023. That's really the headline that you have to look at. You can see, look, sponsored content was$7 billion last year. It's projected$8.1 billion this year. Platform payout$2.9 billion to$3.2 billion. billion. Affiliate content, 894 million to 1.1 billion. And then it just goes on and on, right? Like subscriptions, 212 to 274, which is a significant growth rate. What's 60 on 212? 64 on 212. That's a 30 % growth rate, by the way.

5:59Tipping, gifting, all this other stuff, right? And so Alexis is basically saying this growth rate is going to continue to accelerate. And this just continues to reinforce that creators are going to have more leverage over time because we're seeing the de-bundling of media right we're seeing a lot of the attention go to these influencers and that's been happening for the last decade or so dude for sure i think it's going to continually increase there's going to be more money to be made on the creator economy um and even though the number is going to rise what i think you're also going to see is it's starting to become more like um how the u.s wealth system is if you look at equal yeah if you look at you know the US, what made the United States amazing was a strong middle class.

6:47And it's becoming more and more polarizing where you have a lot of rich people and really rich. And you have a lot of poor people and the middle class is depleting. And, you know, I've I've seen that firsthand. Eric has as well. And like you can walk down on the streets in Los Angeles and you can just see tons and tons of people who are homeless and struggling, you know, and it's funny because like sometimes I'll be out with breakfast and my four-year-old would be like, daddy, daddy, why is that person? And I have to explain they're homeless. Not everyone is privileged. You need to help people and other people are struggling.

7:22And when you say help, it's not just money, right? There's a lot of different types of help that different people need. But as humans, we should be compassionate. But the point I'm trying to get at is when you look at influencers and creators, when it first started, there were a lot of people making money. And what happened with marketers and corporations is they realized that there's some people that produce amazing ROI and there's a lot of people that don't produce much of ROI. And more money is going to the people that produce ROI. And there's less and less money going to people who are just being creators because there's so many to choose from.

7:55So the money's floating to the top 1%. And when I mean the top 1%, I'm not talking about the Kardashians who have the most amount of followers. Sure, they are getting money as well, but I'm talking about the people who are known within a sector and have a good amount of influence and engagement within that industry specifically. Not necessarily a niche, more specifically a specific industry. And you're going to see more of that divide happen within the next five years. For sure. And here's the thing. I do think, for example, this podcast, we're still in the very early innings right now. I think it's just going to become bigger and bigger.

8:34so the key thing is if you're going to start have an angle think about what you're like our angle here is marketing and the other podcast is more so my angle i like talking to people about their business more so than anything like i don't want to talk about any politics right i just want to talk about their business right and so think about what your angle is that's what's going to help you stand out and just understand that it might take you three years to start to build an audience but if you want to build something really great it might take you 10 years plus we're not even on year 10 for this podcast yet we're still year seven right now i believe maybe coming up on eight So it takes time.

9:03So that's why Alexis is even saying, check back on these numbers in five years. And then I have another, I have a friend here, Siava. He says, so he has, you met him, by the way, when we sat at that dinner, he sat to your right. And he has private equity. He focuses on buying businesses. What he's trying to do is he's trying to partner up with creators to go buy other businesses because they'll handle the operations piece. The creator can drive distribution. I think we're going to see a lot of mistakes made in the next couple of years with this stuff, but eventually it's gonna even out. So this message is brought to you by Leveling Up Founders and Leveling Up Founders is an invite-only event for founders.

9:39It happens once a year, usually during August and past attendees include people such as Ali Abdaal, Cody Sanchez, Neil Patel, Vanessa Lau and the list goes on and on. And ultimately it comes down to the quality of the group of the people. We tried to keep the group high caliber. That's why it's invite-only. So if you are a founder at the top of your game, you can go to levelingup.com slash founders to learn more about it and then you can apply and we'll see you on the other side and speaking of content creators here's some three stats that i think will really be eye-opening for you guys uh one in the last 30 days from what we've seen in our database 94.29 of the web pages index in google got zero traffic from seo uh when we did a five-month study of ai versus human content human-rated content had 5.44x more traffic.

10:27It doesn't mean AI content is bad or it sucks. It has a lot to do with the prompts that people are using to create AI content sucks. And two, it doesn't have as much E in there. So if you're going to use AI, you need to modify the content to make it way better. And three, this was really interesting because we're talking about creators. 59.41 % of the content we analyzed over the last 30 days had no engagement on social media. When I say no engagement, I'm not just talking about likes. I'm talking about likes, shares, comments, literally no engagement. It's just like, why did you even post the content?

11:04And I'm not talking about accounts who had zero followers, right? This is from accounts that actually have followers. So what do you think people can action from this? So if I had to sum it up, if you're not good at prompt engineering, you should have humans write your content and make sure you're talking about new stuff talk about your experience your expertise 30 and trust and showcase that within your content um you need to use tools to do keyword research if you're focusing on seo content 15 of the 15 of the searches on a daily basis on google so there's roughly 8.5 billion searches on google what's 15 is that around 1.2 1.3 uh it is 1.275.

11:52So 1.275 billion of the searches on Google each day are brand new keywords that have never been searched ever before in Google's whole history. Just think about that. Funny enough, that's why we bought Answer the Public because it showcases these kind of keywords to people. And we're like, oh, cool. These guys just aren't doing a good job on the marketing. Hence, we bought it. And the big thing I would also sum up is if you're going to create content for social, just don't create content for the sake of it and put it out there you can't just use tools like 300 be like oh here's what people use that's worked in the past let me just create something similar people want to hear new stuff that hasn't been talked about that could pique their curiosity and interest and if you can't come up with content like that you're just going to drown in a sea of noise you know what's interesting so i i uh i interviewed the writing guys with dave perel so he's got like four or 500k followers on Twitter and last week.

12:50So we, he's really thoughtful. He's really, he's careful with how he uses his words. I'm kind of talking like him right now. And so you and I, I talk faster. I use like a lot. And so for him, you know, here's what he mentioned. So when he does these podcasts, he does podcasts with like Mark Andreessen, Sam Altman, Chamath Palihapitiya, Tim Ferriss, all these people. Right. And I was like, okay, so what, what are you doing with your creative process? And he's like, I, I edit a lot. And so he did one interview with a very prominent, let's just call him a prominent figure. And he actually cut 60 % of the podcast.

13:25That's a lot. And he edits a lot of it. Right. And then I listened to one of his, his episodes recently, where he talks about Paul Graham, where Paul Graham focuses. So Paul Graham, he founded Y Combinator. He writes a lot. And that's actually how he got his, he formed his for seed fund for Y Combinator, I believe. And Paul focuses on deleting, deleting, deleting, editing, editing, editing. And that's, if you want to be best of the best, that's what it takes. I don't do that. I don't think you do it a lot, Neil. We try to edit just to make sure we can publish it. And we probably edit a lot less than we should.

13:57They edit to the level where I don't think I can ever get to that level. But just to know like that is what it takes to become a generational or a writer that stands out. what's funny is I edit a lot like that when it comes to blogging, not podcasting, podcasting. Actually, you already know this. I don't edit anything. It's whatever the team or you guys do is what we have. I'm talking about both. He edits for all forms of content that he creates, both the podcast and writing. That's a level of detail oriented. And by the way, Neil, when we did the personality test, Neil's like 99 % detail oriented.

14:30I'm like 6%. So take that for what it is. By the way, one more thing, Neil, before we move on from this, your tweets now, you added a comment to it at the end of it. So this one says, tired of trial and error, I've got a whole library of on-demand webinars to help you grow. How do your tweets help your on-demand webinars? So it's a little bit different. So we use, I don't know what the tools call, Hyperfury or some theory. There you go. So we use Hyperfury and we try a lot of different call to action. The purpose of a call to action is to get more leads for our agency, NP Digital. So when we're doing this, we tried everything to sending them to consulting pages, to webinars, to eBooks.

15:13And I was tweeting out, or I was Skyping Salo, who helps run marketing. And I was like, dude, Salo, I literally messaged him this morning, all right? So I'm like, you should post the Twitter comment within 10 minutes of me posting. and he's like we have some options to trigger the cta he has to see if there's time triggers and i'm like dude some of them come up in 10 hours later you should or just base it on something like small like 500 views right because i'll get that in like a few minutes and he's going to review it today and change it asap and i told him you'll get at least double the leads he's like my goal is to get at least 200 leads for the united states so i don't know if that is what period of time exactly i don't know if that's per week or per day or per month or any of that um i'm trying to see if where he talks about hype jury maybe i can find the stats why don't you just post the hype fear and let the call to action happen i uh fury let's see solo what did he end up saying okay i got data on this all right here i'll share my screen so people can actually see what my team is sending me so they know it's not full of bullcrap we do end up testing a lot because i got an email from hype fury i'm like what's this receipt eric knows this because he's worked with me in the past i don't like bills you know this is 549 000 reais so call it a hundred bucks i'm Like, what am I paying$100 a month for?

16:49I am a penny pincher. I know that sounds bad. In my personal life, people who work with me, I take care of them. But like in business expenses, I don't need them. I penny pinch. I don't care if it's$5. So Salo says he purchased this. It was for the automated tweets, which I already knew about. I just didn't know it was called hype fury. So results within five days. So far, generating 49 leads, 11 to the United States, 38 for international divisions. my forecast for april to generate 300 net new leads from twitter 25 united states 75 international nonetheless i believe we can generate uh five solo's legit yeah he tracks all this but look here's a problem dude so you can still see my screen or no yep share this tab actually let me share this tab all right so let me go to my twitter look at this 10 hours ago lo-fi content the most overlooked marketing trend blah blah blah three hours later he's then like it's just too late and then what we need to do is i looked at a lot of the call to actions you know this one's fine i'm talking about lo-fi content the best content will help you if no one sees it together free guide the call to action should be more related if it was it would do better um like this this is why 14 year old kid in missouri can't go or can go viral and a harvard exec can't and then it's like is your digital strategy not working stop guessing embrace marketing as a science like the call to action isn't that related sounds salesy yeah so it's not done right and then what we've also found is any of the call to actions that are sending people straight to consulting, it's not converting well, but ebooks and webinars convert better.

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20:49Go to shopify.com slash marketing school, shopify.com slash marketing school. So we have to run now. We're at 18 minutes. But just to clarify, a lead is an actual hand raiser that wants services or someone that goes to your email list? No, lead is them filling out. It's not necessarily a hand raiser because in this form, typically in our business, we consider a lead someone who's raising their hand. but when salo's looking at what we're getting from twitter specifically we haven't tested the call to actions out enough or we haven't even tried it on the other social networks he's asking for name email phone number revenue marketing budget um okay so it's a lead it's a lead it's like a lead that has a little more forums like an email lead that has more forums yeah i got it yes exactly okay we gotta run so thank please uh don't forget to rate resubscribe Also subscribe to us on Twitter, sorry, YouTube as well.

21:46And go to marketingschool.io slash agency if you want to grow your agency faster. That's what we're doing here. And we'll see you tomorrow.