The UnNoticed Entrepreneur
If you are an unnoticed entrepreneur, then this show is for you.
My guests are entrepreneurs like you and me.
They share with me how they get noticed for free.
We cover topics like media relations, AI, seo, marketing, advertising and lots more.
Subscribe to my weekly newsletter for more useful strategies, tools and tips.
https://www.theunnoticedentrepreneur.com
The UnNoticed Entrepreneur
AI-Boosted Content Creation: A New Era for Entrepreneurs; with Raj Goodman-Anand
Imagine a world where AI helps you create content that keeps your audience coming back for more. Join us as we talk with Raj Goodman Anand, founder and CEO of Goodman Lantern, about the power of AI in content creation and the various tools available to entrepreneurs like ChatGPT and mid-journey. We tackle the challenge of standing out in a world where everyone is using AI to create content, and discuss the importance of narrowing down your content to make it easier to consume. Learn how to harness the power of AI for automation and insight in your own content strategy.
In the second half of the episode, we take a deep dive into creating human-centric content with the help of AI. Raj shares his experiences as an entrepreneur and how he's getting his business, Goodman Lantan, noticed in a competitive market. Discover why Google ranks human-centric content higher than AI-generated content and the power of having a mission behind your company. Don't miss this opportunity to learn about the impact of delegation and elevation on your business and revolutionize your content creation strategy with AI!
Want more stories like this? Subscribe to my free newsletter
https://www.theunnoticedentrepreneur.com/
Hello and welcome to this episode of The Unnoticed Entrepreneur with me here in the UK, Jim James, And today we're going to meet Raj Goodman Anand, who's normally based in England but today is in Thailand, And he's the founder and CEO of a company called Goodman Lenten Raj. Welcome to the show.
Raj Goodman-Anand:Hey Jim, Thank you for having me. How are you doing?
Jim James:Well, i'm well. Thanks, although I'm slightly jealous of you being in Thailand because such a beautiful, beautiful place. But, raj, i'm delighted you've come and taken the time to be with me on the mic, because we're going to talk about AI and content creation using AI, which is about some of the trends, some of the tools, how we can avoid making some basic errors with AI, so it's very topical. So, raj, tell us how can AI help the unnoticed entrepreneur to get noticed?
Raj Goodman-Anand:Yeah, great question there, jim, and just to kind of mention why I'm talking about AI, i was on a PhD at the University of Sussex doing research on AI The law of work in neural networks, which is now used quite a bit within was like TATGPT And sort of. In the last 20 years we've been in marketing, content marketing, especially the last eight, nine years. So, yeah, that's what I'm talking about AI and content. But well, i think you have to see the power of AI. It's just a glimpse of a tip of the iceberg with what AI can do, especially with what we typically call content creation, or looking at opportunities within production of ideas into almost complete or almost ready thoughts that could be in the form of writing, images, animations, video, audio. So there's a lot of tools that have been created and already launched which can really help listeners to generate their own content, and it's fascinating because two years back this was just a talk and today we're all using it.
Jim James:Yeah, right, and I was interviewing some people a couple of years ago for the Unnoticed Entrepreneur, just at the very beginning of the AI revolution, and it really has become that. Where do we start? Raj Shall, we first of all look at what is, if you like, the key aspect to look for when you're deciding to use AI-generated content for your business.
Raj Goodman-Anand:Well, i mean, what I'll say is that AI is broad enough to be used in a whole spectrum of industries and businesses. There isn't many businesses in which you can't use AI. I'll just give you example. Another day I had an uncle who came over and he had an insurance problem and I helped him create and write emails back to the insurance company to argue his case. I made him get about $7,000 in the back of couple of emails using the policy from the insurance website. Then, looking at the replies and his replies, he wrote some really awesome emails, all through chat, gpt and bit of intervention for us.
Jim James:Wow, that's the I feel like conflict resolution side, raj. Do we want to look, then, at the different aspects of marketing Content creation? What would you say would be some of the key tools that non-tech savvy entrepreneurs can use? Because some of these tools, like mid-journey, you have to log into Discord and you have to give it a prompt. What are the accessible AI tools for my fellow unnoticed entrepreneurs, i guess?
Raj Goodman-Anand:the easiest one probably is people talk about every day now is chat GPT, open AI. The company has launched chat GPT and then obviously there's BARD, which is Google's response to open AI's chat GPT. Both of them are known as the LLM or large language model. Is it based on? And this basically is taking a lot of content online, diving through robots It's called a black box robot and then it creates answers and responses to remix your situation into existing knowledge which these black boxes have within them and help you create content. This could be we talked before text. It could be images, videos, so we talk about mid-journey. It's a bit more complicated because you need to first kind of install it to Discord and then use it, but I say that could be used by anybody because the first step is hard, But once you have given a tutorial by someone who can explain this to you, the next step is very simple.
Jim James:And there are some more sort of commercially available ones, like Neera Flash, for example in Germany, that have actually come on the show and talked about be able to put text to pictures And, of course, in Canva. now, one of the apps that are installed in Canva is just a text to images. The quality of the images are not as good as mid-journey, of course, as far as I can tell. Raj, here's a question for you. If every entrepreneur is using chat GPT to create blog articles, they're using invideoio to create images and moving video. How does anyone look different? How can you differentiate yourself?
Raj Goodman-Anand:Well, that's the million-dollar question, isn't it, jim? As we get lots of people using these tools, we will have an array of content coming in Suddenly. One production is on 10x or 100x, and then how do we really differentiate the real thought leaders, the real companies, versus the ones who are picking it or not there yet, for example And there's an element of that entrepreneurship they can really make it. But at the end of the day, when we consume content, when we look through the open-night television and we see tons of channels, we watch one channel at one time. As a human mind, you can only focus on one thing at one time. We need to narrow it down.
Raj Goodman-Anand:That analysis can be taken also to content as well, produced by AI. So what I'm trying to say about that is that in the coming years we'll have more content produced, but people and companies who have real thought leadership or real sort of Bias is towards content which makes it stand out, which adds real value for the end user, will win. It's about that all the time. I think the quality of content will always matter within the country of content. It's not about why it can be the content. It's about that very high value content.
Jim James:Right. It's a really great point about the need for quality over quantity, because a lot of the tools that we're seeing now are really about generating volume, as if volume in itself was worth having. Raj, how are the search engines going to start to treat this really torrent of content that's being generated? You can now, through platforms like Zappia, just to course automate the posting. Some of these other tools, like Buffer, for example, you can really set it and forget it, can't you, raj? So how will the search engines cope with this flood of content?
Raj Goodman-Anand:Well, two answers there for you, jim. One is that trial experiment with chat GPT. Try entering one piece of content which is talk use, of content which is really high value, and one which is not, and ask it to then give it ranking based on uniqueness and thought leadership. That is a great way to see how this open AI, chat, gpt or BARD look at content itself, because these are the future search engines we're going to start using. It's up to search the next company, entrepreneur you're going to work with via these tools as well. These are the next version of search engines. That's one thing. These tools understand which is unique content and which is not. It can tell you straight away. It can give you ranks based on the content itself. So we can't rule these anymore. It was a time when we could almost get away with keyboard stuffing in search engines. That error has gone and it's in the past. These are smarter models. You can understand things much better. That's one.
Jim James:So, raj, when you say it can understand the difference to the layman with you, with your PhD, nearly PhD, but you've got a lot further in this than I have got. How does it understand the difference? Because by knowing that we can determine whether we need to write things ourselves or make videos ourselves, and then we're back to square one. Or is it that there's a halfway house somehow?
Raj Goodman-Anand:Well, i think it's worth understanding how these language models actually work. So these language models, they don't really understand the whole context as such. It just knows the next word is right, for example. But it basically has built itself a pattern based on the data which was fed into it to build this program in the first place. So it has first of all all a called a database. It's not really database, but kind of database in its mind. In the tool That's one, number two it has a pattern recognition system in it So it can recognize what's unique and what's not unique, and that is, it can then tell you, for example, if the content you produce is unique or not and if it's high value or not. Based on patterns it's matching across inside. No one really understands how it actually works because, unlike a regular program, ai is not a program. It is sort of mimic, the human mind, and the human mind itself is unknown. So you can't really understand open AI, and GPD as well, fully.
Jim James:I see right. So in a way, perhaps, like the human mind goes oh, that's an interesting idea, or that's a new idea, or it says well, i kind of heard that before I've watched that movie and it's like another one. right, we have a natural intuition about what's genuine and unique and what is kind of repetition. And so you've mentioned a tool, before we started recording, called Chat, gpt-0 or GPT-0. Tell us what is that, because we haven't heard much about that and what role is that going to play?
Raj Goodman-Anand:So GPT-0 is sort of a small program which can understand and tell you if that content created is done by ChatGVT-3 or BOD AI only AI and human beings. It can detect that. Now what's interesting is that they're not the only one who can detect that content creation. You can Google and Bing and other search engines. Why is that interesting? Well, we earlier spoke about how we can produce hundreds of pieces of content very quickly, automated through Zip here or through Buffer, for example. In comes these detection software which can tell you how much of that content is human and what is AI.
Raj Goodman-Anand:And famously, google loves to change the algorithms regularly. There used to be a clause in Google's TZNCs, or the small print, that AI content is not permitted on this site. We took it off recently. Let's talk about it again And they start to rank human content higher than AI content. It shows talk leadership and it shows effort and it shows real talent. So my point simply being it's not about going full throttle on AI, it's about going fast and going slow at the same time, really understanding what actually works, what's really human-centric, what actually adds value for the end user, customer aspect, customer That's where we should be focusing on, as opposed to the hype in AI, the way I can do for us.
Jim James:Interesting, raj, and you've got on your website about content mills and but actually you've got native English writers that you're talking about for your business. Do you want to just tell us how you're getting your own business, goodman Lantan, recognized, because you are also an entrepreneur. You've got experience with EO as well as membership chair. But tell us a little bit about your business and how you're getting that noticed.
Raj Goodman-Anand:Yeah, if you look at our website goodmelanthancom. It's content by humans for humans, and it's super important that that that's still followed by us is because, at the end of the day, we aren't talking to machines. We talk to human beings who have emotions, who like a creative mindset. And so how do we use AI? We use AI in the beginning the research part for some of our content, but then the actual production of the content happens to real human beings, boiling in real hours and then edited by again real human beings as well. It's super important to do that way because it's clear and obvious that, strictly working with large companies, that they really care about human center content that adds value to the end users, and so does Google. We've seen that even now, google ranks like human center content better than AI content. And it's not because AI content is bad. It's when AI content is developed without actual support, put into it a unique angle to it. I was some real value creation at the end of it.
Jim James:I love that. I think that's fantastic, and it's essentially a positive message, isn't it, that humans eventually will be rewarded for contributing genuine and authentic content to the marketplace. Now, one obvious point here, raj, is that you talk about 80% of your company are women. It even says here that the future is female. Should I be worried as a male? Am I going to be made redundant both by AI and the better half of our population? What's the strategy there?
Raj Goodman-Anand:Well, it's less of a strategy, more of a goal and a mission which we have, and this might be looked at in two different ways. One thing is that what powers entrepreneurs to be the best version of themselves? every day, when I wake up every morning, i'm thinking about how can I get more jobs for women around the world, especially in technology and marketing? because I'm an engineer And in my sort of schooling I saw there were more women and then they kind of dropped out of university and engineering and then there's pretty much hardly any coming in to the workforce, and that's a problem for me. So I want to solve that problem.
Raj Goodman-Anand:Whether we're looking at this is having a mission like Tom's shoes, for example, or having a mission like Patagonia, for example, makes the company stand out. What drives them is more than just money, and that's actually a very powerful message in the marketing of a company as well. So having a genuine people can smell BS and they can smell blah. So if it's something that you believe in, i recommend it being a good part, an important part, of the marketing.
Jim James:Okay, right, i love that, And you've been running your own businesses for many, many years. Is there something that you've seen doesn't work, something you've tried as an entrepreneur that you've, you know, from a getting noticed perspective, that you've had to try and then walk back from?
Raj Goodman-Anand:Well, i mean there's a little second talk about. I think I think the one thing which I would say works and this probably is across all parts of business is delegation, elevation And and that's an important part, so it's a time and began the businesses but I would do everything. I do the marketing, the sales, i'll do the strategy, the execution, the operations and realize that actually that was I was good at nothing. Really I was, like you know, pennywise pound, foolish. And in the days I actually delegate the work to team members, having a team structure, you know, getting my team to kind of work on different parts by elevating them in their roles, that's when I saw business actually had growing thematically.
Jim James:Right. What was the implication of that from a communications point of view? Did you step back from being, if you like, at the front of the brand, for example?
Raj Goodman-Anand:Well, i think the focus changed from actually looking at working in the business to on the business. So I'm actually involved more on the strategy part And, to be a bit of the face, but I would say the delivery part of it, i'm completely out of it. I don't do any delivery. I bring in smarter people. Probably. you know I feel like if I don't bring in smarter people than myself, then I'm using the wrong. So I bring in the smartest people possible in different roles as a brand.
Jim James:Right And I see that under the Goodman Lenten, for example that you're not front stage on the website, for example? right, so you've managed to detach yourself from the brand, or the name, of course, is cleverly embedded in the company name, right? If there's one piece of advice from a getting noticed perspective that you'd give my fellow unnoticed entrepreneurs, with all of your experience both with tech and as an entrepreneur, what would that be?
Raj Goodman-Anand:Well, i think the one thing I learned and this is experience share which is you know multiple ways to grow in marketing. It could be outbound marketing, inbound marketing could be, you know, video marketing, tech marketing. instead of going after all of these things, start with one and really embed that into the strategy. first is what I've learned. So, for example, for us as SEO, we are inbound marketing company And so we use that for us and works really well. Once we have perfected that, then we are embarking on different strategies and having been growing in other parts as well, but really according to one strategy, and getting it right is my recommendation based on my experience working in this space.
Jim James:Raj, i think that's great advice And it's so interesting, of course, hearing you say experience share. That's an EO phrase coming back, fantastic, very fond of EO myself. So, raj Goodman and and you're in Thailand today but you're normally in the UK, how can people get hold of you?
Raj Goodman-Anand:You can find me on LinkedIn I'm Raj Goodman and on LinkedIn. or you can find me on Twitter. I'm just starting to really get into Twitter more and more so. So it's Raj and on Twitter.
Jim James:Raj, and then thank you so much for joining me today on the Unnoticed Entrepreneur Show. Thank you, Jim. I feel pleasure.
Jim James:Well, it's been a pleasure, hasn't it? and illuminating, and I feel much more educated now about AI and reassured as well by Raj that actually our own authentic content will hold its own and we're not going to be buried by the avalanche of AI content, as the search engines will prioritize human-centered content over machine-generated content. Hope you've also found this interesting. If you have, please do share it with a fellow Unnoticed Entrepreneur. Rate the show, if you can, on your player really helps. Until we meet again, i just encourage you to keep on communicating. Thanks again for listening.
