Haley Fraser

Director of Marketing, Brand & Content Pixlee TurnTo

Putting AI-Generated Content In The Right Context

Haley Fraser, Director of Marketing, Brand & Content Pixlee TurnTo talks to Rishabh Shekhar, Co-Founder & COO at Pepper Content about her journey in content marketing, her work at a company that deals with user-generated content, AI content, and a lot more. 

1. Please introduce yourself. 

I am currently the director of content and brand at Pixley TurnTo. This startup handles user-generated content ratings, interviews, and influencer marketing for some of the world's leading brands.

I've been in content marketing for the last 10 years, got my start in social media, and gravitated toward long-form content. I've handled everything from actual content strategy to execution and everything in between.

Pixlee TurnTo is a SaaS platform and not an agency. I don't work directly with clients. I work on the technology side of this. We work with brands like Ello Yoga to help them find their top fans online and market and sell with their customer stories. 

2. According to you, what has been the tectonic shift or the change in the KPIs that content marketers look at ten years ago and now?

Even in the B2B SaaS space, things have changed quite a bit. I started in the B2C space, so many of the things I measured back then were like the top-of-the-funnel metrics like impressions, engagements, clicks, conversions, and direct revenue attributed to social.

Now, in the SaaS space, there's more emphasis on content being relevant to the audience. There is a focus on software metrics like time on page, SEO impact, pipeline attribution, and some deeper metrics too.

3. What do you think has been the impact of AI-generated content? 

When I think about the industry in general and what's next in terms of AI content versus user user-generated or other types of content, I think AI will have a place in many content conversations. It's really how a lot of marketers can achieve scale. But we found that it's really hard to replace that authentic, subject matter expertise content with AI content.

4. What is your current content marketing stack, and what is an ideal content marketing stack according to you? 

It depends on what you're trying to achieve. My organization is focused on search, ranking, Google SEO, etc. We're focused on making sure we're doing right by the new Google changes and also making sure we're aligning with keyword volume. So, we use SEMrush to ensure we're tracking the right keywords and constantly growing in that direction. 

Google Analytics and site metric tools are also really helpful. My ideal stack would include something that can also connect to Salesforce and show pipeline attribution to show how the content influences deals at different stages in the pipeline.

However, I don't think there's a tool out there that has done that great yet. 

5. How have you structured your own team?

A good scalable way of looking at it is having a balance of in-house writers and freelancers. So, we work with a broad network of content contributors and subject matter experts across different industries. We also have an in-house content marketer and social media person. 

My ideal team is a little bit of content marketing, social media, brand, and community within the same bucket. Since all this floats in a circular loop and having it all rolling in in the same team can be powerful.

6. What is the current biggest challenge for modern content marketers? 

It's keeping up with the volume of content, staying relevant, and keeping up with changing trends to ensure you're keeping your audience engaged. You have to produce a lot of content, and producing a lot of good content takes time.

Many content marketers also struggle with finding the right mix of content.

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