👾Leveling Up 👾

Welcome to Leveling Up. Today’s newsletter is a 4-minute read. 

Here are some things we’re going to cover:

• Why voice search will overtake text search

• Naval on forgiveness

• The importance of creators

By the way, I’m curious: How are you currently using AI in your marketing?

Tell me here.

Enjoy,

Eric Siu :)

Want to Level Up Your Skills Faster?Join Our FREE Marketing Community

Links You Might Like

Here are some of the best links I’ve found since our last email. 

📊 Marketing

Untold Agency Growth Secrets (link)

🤖 AI 

Why voice search will overtake text search (link)

✉️ Email

6 copywriting formulas for writing effective ads (link)

🏢 Business

The difference between CEO and Founder (link)

🧠 Mindset

Naval Ravikant on forgiveness (link)

Deep Dive: Creators

Are creators the new demand gen platforms?

Organic content has evolved from a social graph to an interest graph. This means that the number of followers you have doesn't really matter anymore -- ANYONE can post a video that can pop off with millions of views.

But why are well-known VCs such as Marc Andreessen, Chamath Palihapitiya, and Brad Gerstner creating content?

First, let's think about their incentives - the more people know them, the more they're likely to access the deal flow that they want.

Imagine someone from your audience being able to get you into an early round with Tesla and SpaceX? How much would these deals be worth to you?

Now let's look at agencies, Gary Vee has been creating content for ages. Neil Patel and I do it and we also have agencies.

Let's also think about an agency's incentives - the more people know them, the more likely they'll want to do business with the agency.

It might not be today, but if they're constantly staying top of mind with content, it'll be a 'someday' thing. 

You can also look at HoldCo company content creators on this platform. Codie Sanchez and Sahil Bloom come to mind. 

Similar story as the VCs above - however, I would say that their funnels are more dialed in as they are trying to push people to different programs to generate cash flow.

Codie does a great job with her funnel -- she has multiple lead magnets, chat funnels, etc. and it all ultimately drives people to her e-mail list and community, where she can push different offers. 

Everywhere you look, more people are getting into the content game. No matter what type of business you're in, attention is the name of the game.

With paid media becoming more difficult and tracking becoming more opaque, organic seems to be the best long-term hedge to protect your business.

In a world where software development is becoming more commoditized, brand-building seems to be the flight to safety. 

In a world where creator payout growth rates are compounding and where traditional media distrust is growing, now is the time to strike. 

Especially because organic reach is fickle -- it never stays the same on any platform for long.

At Single Grain, we're getting more and more inquiries surrounding influencer marketing. Why? Because people want attention that CONVERTS and that's where the puck is going.

How I Can Help You

If you enjoy this newsletter and would like to collaborate with me, there are a few options available:

1. You can apply to work with my marketing agency (link)

2. You can join my Skool community for agency owners (link)

Interested in working at Single Grain? We have some new open roles:

• Business Development Representative (link)

• Paid Media Manager (link)

• SEO Manager (link)