The Evolution Of Content & The Future Of Our Industry by Ross Simmonds | MozCon 2023

10 9 8 7 6 5 4 3 2 1 All right. Hieroglyphics, radio, ancient texts, TV, movies, and now even AI. These are all different types of content that have influenced us as people, as beings, as marketers, as humans for decades. They've had a fundamental influence on culture at large. And some of them have actually done more harm than good. In fact, all of us in this room from the time we were very little have been influenced by different types of content. It's just true to being a human. We've been influenced by ancient texts. stories that we hear on TV, stories that we see on social media. And sometimes we've actually been lied to. We've been lied to by people that we love. gurus, by marketers, by people on YouTube, on Instagram, Twitter, Tik Tok, the all of the things, right? We have all been lied to. Going back to even our childhood, we've been lied to. Personally, I have a deep lie that I was told for a very long time that I still hold to this day as one of the biggest lies that I was ever told. And it was this idea that if you swallowed gum, it would sit in your stomach for decades. Complete baloney. It was not true. I literally believed this until I was like 16 and never swallowed gum. If it even started to go down my throat, I would like cough it up because I was terrified that it was sitting my gut. Another lie that we were told was this idea that you can't drive with the dome light on. Did you guys know that's not actually real? You won't get arrested if you drive with the dome light on. I literally thought that if my light was on that I would get arrested. And I believe this even until I was like in my late early 30s because my kids had the dome light on. I literally pulled over like no you got to turn off the light. And my wife was like what are you talking about? That is not real. This is real lies that have literally been carried with me my whole life. And in this industry there is a rapid lie that I plan today to kill. This lie is one that so many people have bought into and there's a lot of them but this one is just specifically around the wonderful world of AI and I see it everywhere. Everyone is saying that AI cannot do it. It cannot create good content. You can't use AI to develop a good blog post. No, you can't. I'm a human. I'm great. I'm excellent. Right? This is the story that we continuously are told. AI can't do it. Well, my hope today, some of you are already like, Ross, you're off to the lunches. I don't believe you. There's no way this isn't your thing. You talk about how content is supposed to be something that we can all create. You can create great content. I hear you. Hear me out. Challenge your beliefs. And what I want you to do is leave this presentation with one simple idea to embrace some experimentation. I am going to try my hardest to articulate and showcase some of the technologies and some of the tools that I've used at Foundation, our team has been experimenting with and how we've been able to use these tools to get faster, better, and create actual good content. wild, but I believe that it is true. I want you to challenge your beliefs and embrace experimentation. Over the course of today, you heard so many great talks. I loved what Lily was doing with her talk, talking about all of the different things around how we need to think differently about search intent. All of those things still matter. All of the presentations that you heard today still matter, but all I want you to do is start sprinkling a little bit of AI on it. And I know some of you are probably triggered because your CEO probably came into the room in the last little bit and they said, "Cat GBT, can we use JTVt on this? " and you're like, "No, we can't always use it. " And I agree, there is not always a case for you to use these tools, but I challenge you to embrace experimentation. And think differently about whether or not these tools can actually work for you. Quick show of hands. How many of you think that like an AI could do your job? Oh, I love this. Great. Um, there was a report out of Bloomberg and they said that AI is doing to white collar jobs where robotics is long done to blue collar jobs. And I think there's a lot to be said to that, right? There is a lot of jobs that no longer exist due to the rise of robotics. You can go into farms and you can literally see tractors that are being self-driven. It is fascinating. And the world that we live in as SEOs, as marketers, as creators is fundamentally going to be shaped differently because of the rise of AI. So, while I 100% believe that all

of you have amazing talents and skill sets, there's no question that elements of your job will be replaced by AI. I believe that. But here's what I encourage you to do. If you want to have a long-lasting career, embrace experiments, embrace these tools because you can augment yourself. View these things in many ways like your Iron Man or Iron Human suit, right? Like you put this on and you are going to be able to do more, do better, and be better with your content because I do believe you can still drive results from this stuff. Now, some of you might be thinking, Ross, I saw this piece from CNET and they used it and it was a drop. Like, let me take you back if you haven't heard about this. So, CNET back in January, they had this big piece that went live on social. It was talking about how they were publishing hundreds of pieces of content. Content about overdraft, about credit cards, about money. That's a pretty touchy thing to kind of create content about, especially if you're using AI. And the errors were made, right? all kinds of blunders, all kinds of problems with the content. They got ripped to shreds on social media. They were like, "Hey, you made this claim. It was wrong. It was incorrect. " And they had to go out and say like, "We're going to put it on pause. " Right? And the INTERNET WENT WILD. EVERYBODY WAS HAPPY. Everybody was clapping. We did it. Humans, we made it. We're not going nowhere. Long live the humans, right? Everybody was happy. But Sherlock Homeboy aka me went on the case and I had to figure out whether or not there was actually any ROI out of this investig in this like experiment that they ran. So I wanted to figure it out. So what did I do? I went in and I started to figure it out. I took every single blog post that they wrote using AI because it disclaimed that it was written with AI and I ran an analysis. I wanted to run an analysis against every single one of these pieces because they didn't delete them. They kept them up. And I wanted to see how much traffic they were getting to these AI generated pieces. The results were wild. 5. 1 million annual visits to their AI augmented articles. 5. 1 million million. That's wild, right? Over 2400 backlinks. The total value of that traffic alone was $1. 3 million total every single month. You would have to spend $1. 3 million in PPC money to capture those keywords for those visits off of AIdriven content. Wow. Right? This is the world that we live in. There's no question that it is the greatest time to be a marketer, but also the most challenging time to be a marketer. Why? Because you go on X, you go on Twitter and they got rate limits getting thrown at you. You go on Reddit and half of the subreddits are having a blackout. You go on LinkedIn, you got 150,000 followers, you get two likes, and one might be from your mom. It is disappointing. It is chaos, right? Then you look at Google, it's becoming a destination. We were told that if we use Google, we're going to get all this traffic. Now Google just wants the people there. I don't blame them. Secure the bag, Google, do your thing. Right? Teams are being replaced by ChatGpt. CEOs are saying, "Oh, we don't need them anymore. Let's just cut that team. " Then the site tanks, but hey, that's okay. chat GPT, right? This is chaos. Budgets in marketing are getting cut. Everybody wants Barbie results, but they have Ken budgets. Like, it's crazy. It's crazy out there, right? Like, it doesn't work. We've got job descriptions that are going live saying that we're looking to hire marketer with PPC, AI, content strategies, Tik Toks. You have to also know threads, which just launched the last week. Like, it's chaos. It's absolute chaos, right? And AI is going to make it even more stressful for those who aren't willing to embrace the idea of augmenting their skill set. I'm going to ask this question again. How many people think that elements of your job I've switched it a bit. Elements of your jobs can be taken by robots or AI. Ah, we're getting there. All of you who did not put up your hands, just bear with me. I got you. I got lots of time. Does anyone think they can do a soduku faster than an AI? No. Not even close. Some of you might think you can. So, let's play a game. Some of you got your laptops in front of you. Let's play a game. All right. Here's what we're going to do. I'm going to show you a picture. In that picture is going to be a cute animal. And I want you to write how many of those cute animals are in the picture. You got a laptop in front of you? Keep track. Write the number. Here we go. All right. How many Chihuahua are in that picture? How many beagles — or dogs? Not bagels. How many dogs? How many puppies? — How many sloths? Guess what? AI would have got it. Eight muffins, six bagels, six pieces of chicken, eight pastries, and it wouldn't have gotten hungry. That's how fast the AI would have been able to do that. The industry deserves to be in turmoil. We should all be in turmoil. It makes sense, right? We had it good for a while

back in 2019. Everything feels smooth. Everything felt like it was going well. And then we had pandemics and everything happened and now it's like, what's going on? Let's take a breath. You might be stressed. Let's take a step back and let's go back to fundamentals. I shared this during Moscon last year and I want to share it again because for some reason it's still true. In the content marketing industry at large, we have completely forgotten about the fundamentals of marketing. It's completely shifted to content, content. And we've forgotten about marketing. That is why I believe we need to embrace the full process. Research, creation, distribution, and optimization. Those are the four key pillars that every marketing engine, every marketing team should be embracing. That's it. Right? And now we need to sprinkle some AI on it. Right? I am super excited to share with you folks some tools, some strategies, some techniques for how you can integrate AI into your workflows. There was already some great presentations that made some great references to some of these pieces. Um, and we're going to start with a simple one which we're all familiar with, chatevt. Again, in Lily's presentation, she talked about link reader and I believe she threw out an alternative. So, feel free to find that slide that she had and use it. But link reader was one of my favorite tools in chat GPT. plugin recently got dissolved, but you can say to it literally, "Hey, Chat GBT, analyze this report. " You upload a PDF to Chat GBT. It will read the entire PDF within the matter of seconds and give you back all the details on an investor report. You want to know exactly whether or not you should invest in a company. You can upload a report to chatt and it will give you that report. This is research on steroids. You no longer need to literally read through 20, 30 page documents. You can go to Moz. can export any of those reports, any of those analysis and you can upload it to chat GPT, ask it to just ask it how's foundation doing and it will literally look through that report and give you the context that you need to understand how you're doing versus competitors. It will tell you what your website visits are. It will give you all of that in the matter of seconds. That is one simple way that you can use these AI tools to get faster, to get better, and to be able to then say to the chat GPT, hey, can you write this up as a nice email summary that I can send off to my boss, right? And look like a genius, right? You can do these things now today with chat GPT. So, if you're thinking, "Yeah, that's cool. I've got more. " Don't worry. I encourage you to challenge your beliefs and embrace experimentation. One of the biggest parts of the marketing function that people think cannot be replaced by AI is the idea of creating good content, of creating stories. And everybody thinks, oh, if we start to use AIdriven content on our website, then Google's going to just send us down into the depths of despair. We're not going to have any success, right? I showed you the CNET example, but there's more that I'll show you as well. But ultimately, you have to go back to the source. Let's go to the source and see what Google had to say about AIdriven content. They essentially just said, if automation is used to generate content, here's some questions to ask yourself. Is it self-evident to the visitors? Are you providing background on why you might have used it? Are you explaining why? Nothing in here says you cannot do it. don't use AI. Nothing in here says that AI is not allowed for your content. All it says is that maybe you should disclose it. It doesn't say you have to. It says maybe you should disclose it. What was their response? Essentially to embrace double eat, right? Embrace the idea of creating quality content. That's it. If you create content using AI that is actually high quality, that doesn't sound like dribble, that isn't mediocre in nature, then you will be able to rank. That's what we're supposed to do. That's literally our jobs as marketers, as creators, as content creators. If you're not creating good content, you're not doing your job. You are supposed to do that, right? So I wanted to dive into another company, Bankrate. Another company that a lot of or a lot of people will use for great resources. They use it to learn how and when they should invest in certain things, blah blah. And I went on the case again. Let's dive into Bankrate, another site that invested tons of money into actually creating AI content. The results were staggering, right? People were saying Bankrate used AI, they shouldn't have done that. Blah blah blah. I think they should have. 7. 2 2 million visits to content about a credit score that you need, how to think about auto equity loans. All of these things were written with AI, right? In addition to that, the value of that traffic is significant. Over $29 million worth of traffic. So, I didn't want to just end there and say, okay, now I see that it works. Why does it work? So, Sherlock Holboy went in decided, okay, now I'm gonna figure out what is the correlation? What is the relationship between these pieces and the pieces that CNET had? What are the things that are similar about all of these pieces? The way the sites are structured, what are the similarities from these pieces and the next? So, I dove in. I started to look at, okay, how are they structured?

They have authors on them. They if you click on them, they're also being reviewed. They have internal links. All of these different things. I had to reverse engineer what went into these AIdriven pieces. And it turns out there are six consistent factors that go into an AIdriven piece that actually ranks. It's content that holds a high editorial standard. When I talk about that, I mean that the content actually has a story. It has a flow. It might use some of the copywriting principles like aida, all of those things, right? It incorporates multimedia, so it's not just a bunch of text and then they press publish hoping it's going to rank. They actually are incorporating some images. They're incorporating photos, maybe an interactive experience. All of those things as well. They're embracing double elite authorship best practices, meaning that if you go and you click on the author, you'll go to an author page. On that author page, you're going to have links to their LinkedIn. You're going to see their credentials. what university they went to, what college they graduated from. All of those details are going to be there. They have internal links going to older pages that were created by humans. They have a content asset that actually reads like a human wrote it. And then finally, these pieces all had elements of disclosure. Right? That's it. If you can embrace these six ideas when you are creating content and you're using AI, you should be able to create a piece of content that still ranks, right? But even amidst the chaos, folks, these are still fundamentals, right? These are fundamentals. And the other fundamental that I think we have to embrace is at the core of what content should be. Content should always fall into the four E. It should educate people. It should engage them. It should entertain them. And it should empower them. If your content does one of these four things, then your content is going to have the ability to actually shape culture. Your content will connect with someone, right? You want to create content that educates, engages, entertains, or empowers. If you can do all four, amazing, but you really just need to check one box. And if your content does that, you will be able to ensure that AI written piece can actually do numbers for you. It can still drive results. I wanted to test my own hypothesis. So I was like, "All right, I'm going to create another piece of content on the ultimate guide to SAS pricing. Our customers at Foundation are SAS companies, and I wanted to reach SAS companies by creating this piece of content about the ultimate guide to how to price a SAS product. " So I wrote this piece, and I use that exact checklist that you're looking at here to take an AIdriven piece and then turn it into something that I believe would rank well, would do results, and be able to generate ROI for the business. turned out. We've been able to get leads on the back of this piece. I was invited on a podcast because of this piece. And we've been able to actually generate a net new client on the back of this piece. Right? Indie Hackers, which was recently acquired by Stripe, reached out after reading this piece and they were like, "Hey, Ross, we love this so much. " It was written in literally probably three hours. We love this so much that we want to feature it on our site. Goes live on their site. And the comments went on and on. Not comments saying, "Oh, this is AI. " Comments saying, "This is amazing. This is great. Thank you for putting this piece together. This is amazing. This is unreal. This is so in-depth. " Right? All because we embraced those philosophy and that idea of setting a bar for what content excellence looks like using AI to get halfway there and then elevating it to get it the final step. If you want an elev content elevation checklist, this is the exact one. We have a more in-depth look at this exact checklist at this URL. You can download it. You can use it, copy it, steal it, embrace it, remix it, do whatever you want with it almost, but use it. Right now, here's why all of this matters. We did another study at Foundation. We have this thing called Foundation Labs where we publish exclusive research around the things happening in the wonderful world of SAS. Um, and we did a recent analysis of over 400 SAS companies. And when we looked at these 400 SAS companies, what we found were the piece the SAS companies that generate the most organic traffic are actually the companies that publish over 500 blogs in a single year. Some of you have a Twitch. I hear you. That's wild. It's a lot of content, right? 500 pieces in a year were the ones that were generating the vast majority of the organic traffic. But here's a little caveat. If you're between 100 to 500, you're also still not doing too bad, right? How in the world could you do that much content? AI makes it way easier. Let's say I run a sneaker blog and I am trying to create a website that generates a ton of traffic about sneakers and I want to educate people on how to clean sneakers, what type of sneakers they should buy, how to tie your laces, Crocs are back, let's talk about Crocs, all these different things. I'm going to create all the content about shoes. I go to a tool like Moz and I do an export of all of my different keywords that I need to rank for. Mozz gives me a spreadsheet. Cool. I have my spreadsheet. I can now take that spreadsheet, upload it to Chat GPT. Have

Chat GPT analyze that spreadsheet and start to identify ideas that I should write. Still seems a little bit like it's going to be a lot of work. Within seconds, Catch EPT starts to formulate for me all of the different blog posts that I should write on this topic based off of that keyword research, right? Then after I get that, it's analyzing it. It's making these uh recommendations. You can actually ask chatgvt to give you a CSV file. It will give you a CSV. You can then take that and you can start to upload it to a cool call tool called copy AI. When you take it to copy AI, you have the ability to create what is called a workflow. In a workflow, you're able to create a standard template on what a temp what an input is. In that input, you can have all of the keywords that you just got from Moz. You can have those keywords go into this input. That input then sends to chatbt, hey, I want you to generate a subtopic for me. Take that subtopic, go and find some valid information from the internet that are actual URLs so I know that this is true information. Generate some story ideas. Make it sound like you're from Wait, but why or some other cool blog? Create an outline for that blog post. Make sure that there's four paragraphs with headers, etc. Now, write me a full blog post in each of those sections, 400 to 500 words each section. It goes in, it does exactly that. You write the prompt, you give it the instructions, it tells you what these stories are. You tell it to act like a journalist. It creates these blog posts for you. And in the matter of five minutes, I had over 200 blog posts written on my behalf using this tool. The entire process was flipped on its head on the back of this technology. Right? The export is still very ugly. So, I had to take this ugly export and I had to upload it to Google Docs. Once in Google Docs, I used Jasper, which is another AI tool, to just finish some of the paragraphs and add a little bit more context to me. I wanted to show receipts to make sure that you folks could see what actually happened here. Took me three minutes to actually start adding in some of these paragraphs and get this to be a full blog post. I then went to MidJourney and was like, I need some visuals, right? I need some visuals from Midjourney that would ultimately give me a full piece that I can publish. So Midjourney is an AI tool that you can give a prompt and then from that prompt it will give you a graphic. So I went into Midjourney and I asked it to send me some images within seconds. See I grew up my facial here so it's giving some kickback. I'm good now. I think we're good. It was just the beard. I apologize. Um so midjourney in the matter of seconds gives me all these images, right? I don't need to talk to a creative director. photographer. None of that. I get these images back in the matter of seconds. I have a blog post that is ready to go. Challenge your beliefs. Embrace experiments. Right? Does anyone remember this ad from Burger King a while back? It got all of the awards. It was nasty. You're some of you are looking at it. You're like, "Oh, I just had lunch. Like, it's gross looking. " Right? This was an ad that Burger King had done. They had a copywriter. They had a designer. They had a touch-up person. They probably had all of the bells and whistles to bring this to life. That's not the ad. The original was that one. I just asked MidJourney to make me a moldy burger in the matter of seconds and I was able to recreate that ad, right? No, no photographer, no creative director, no request for, hey, can you give me a revisions? And then I get a an invoice for more time that needs to happen. None of that, right? None of that exists because I can just press some buttons, make some prompts, and get it right. Ideas today are literally being built on the back of AI that will have the ability to shape culture. You don't believe me? Go into Kickstarter. There are literal movies that are being funded today by people that are created using Midjourney and Chat GPT. People are using Chat GPT to write them a script. They're using Midjourney to bring the characters that they envision to life. And then they are literally launching movies like Draft Night, a short film that raised over $28,000. Canadians are probably like $10 US. But like we were able to see this come to life on Kickstart on Kickstarter within the matter of just a few weeks, right? This didn't exist in 2019, but now we can get to a point where literal movies can be brought to life on the back of these tools, where entire comic books are being created on the back of these tools. But for some reason, all the marketers still think that AI is not going to touch the wonderful world of content creation. It goes even further, folks. You all know that I'm a big believer in distribution. Create once, distribute forever. That's my motto. I might get a tattoo on my back. It's like something that I truly believe needs to be embraced by everyone. When it comes to distribution, you can simply take a piece of content that you've created

upload it to a site like summarize. te. I had a podcast interview with um Chase Diamond who runs a bunch of big LinkedIn accounts. Take that transcript, upload it to this site, and within the matter of seconds, it tells me exactly where the key points are in that podcast. It gives me the timestamps of them. I'm able to then share that in ChatGpt. It's able to give me a handful of different tweets on the back of it. You can do this in the matter of, again, minutes, right? Your entire distribution engine can work even if you're on X. Don't get me wrong, X has some chaos going on, but if you're willing to pay to play and you're willing to play the game, you can still leverage Twitter X, whatever you want to call it, to unlock some amazing results on the back of AI as well, right? There's a great tool called RunwayML that actually turns images into videos. This picture that you see, it looks a little weird, not going to lie, but I took this picture when I was with my family in Italy, and that's not me. It they aren't that bad. like it's not that bad. But I took this picture and I was like, "Hey AI, go make this a movie. " And this is what they came up with. You can see the waves. You can see all of that was created by AI, right? You can upload any image and within the matter of seconds, it will turn that image into some type of animation, right? That is the power of these tools. As this technology starts to expand beyond 5 seconds, 10 seconds, imagine the possibilities. There's a great tool called 11 Labs as well that I've been experimenting with. People are using it to grow entire faceless YouTube accounts where they're literally just uploading a handful of different images. They're using 11 Labs as the audio behind it. Meaning they are taking um scripts, uploading it to 11 Labs. 11 Labs creates an AIdriven voice. That AI voice reads the script and then you have essentially the sound for the background of that video concept. Right? I love this tool. Been experimenting with it. If you check out Create Like the Great, which is my podcast, I just launched an episode on Thursday where I actually demo that product with my voice which it trained on my own podcast. So I took all of my old podcast up episodes, uploaded it to this software. This software replicated my voice. They don't give my oats and boats. They don't really understand Canadian accents, but it got really, really close. Right? This is possible today. You can now combine 11 Labs, which was the one that I was just referencing, with a tool called DID. DID takes an image of yourself, and it will actually make your mouth move. It will make your eyes blink. It's probably easier to show you than to tell you, but it will essentially create a deep fake of you with your voice and have you talk. This is the world that we're living in, folks. If I ever became unemployed, I'm sending in AI for all my job applications, right? Like no interviews for me anymore. Just like send in my AI every single time, right? AI presented event talks, AI hosted webinars, AI podcast. Like this is the future that we are going to live in. Scratch that. This is the future that we live in today. So I encourage you to challenge your beliefs and embrace experiments. Imagine you look at all of the blog posts that you've published over the last few years and you're trying to think, how can we get more from this, you take all of them, you literally upload them to 11 Labs and you now have a podcast version of every blog post that you ever created that you can embed at the top of your content, right? Embrace that simple framework. It gets even more wild. Now, let's say I wanted some tweets and I wanted those tweets to be visual in nature. I can go to chatbt and I can say, "Hey, chat GPT, here are a few tweets that I've sent in the past about things that the best marketers do. Write me 75 more. " Within the matter of seconds, Chat GPT gives me 75. I then say, "Turn this into a spreadsheet. " I export it, and I put Foundation's Twitter handle next to it, and I think, hm, I want to now turn these into an image. So, I go over to Canva Pro. In Canva Pro, there's the ability to actually use an automation sequence where it takes everything from that spreadsheet and it turns it into a graphic. I look at that graphic and I say, "That's whack. I don't like it. I want something that's a little bit cooler. " So, I go and find a cool image in Google images. I then find that image. I upload it to MidJourney. I say, "Midjourney, describe this image. " But I'm going to revise the way that you've described it because I want the people to look a little bit like me. And in the matter of seconds, I have a whole bunch of visuals that look like me that I can now upload to Canva, which imports those quotes directly on it. Sent out a handful of tweets just to see how it went. Within the matter of seconds, we had 18,000 impressions on the tweets, 30 new followers, and it took me 20 minutes to do. That's it. So, you might be thinking, Ross, okay, some of you are clapping. I appreciate you, but like, Ross, that's not it. That's not enough. I hear you. I got you, too. There is an account called Daily Facts Worth. It has over 230,000 subscribers and all they do is literally what I just described to you on Cana but

with reals and vertical video. That's it. I'm a history buff. There's another YouTube account called Can's Con's Den where it literally takes historic videos. Well, it takes historic moments in time using chatpt that it gets from a prompt, uploads it to 11 labs, exports that voice, uses midjourney to create cool images, and it has thousands of subscribers. Challenge your beliefs and embrace experiments. Now, the final step in all of this is embracing optimization. Optimization is also something that can be done on the back of these tools using AI. You go into these pieces and you can run the content elevation checklist with many of it being done through AI. I can literally take a piece of content uploaded to chat GPT and say, "Hey, can you make some SEO recommendations on what I should do here within the matter of seconds, ChatGpt goes out, uses link reader, then uses an SEO plugin, and then in the matter of seconds, it tells me, uh, Raj, you forgot to update your um metad description to actually be different from the title. " Boom. I can make that fix. But let's take it a step further. Let's add some images to it. Now chat GPT has a plugin called Whimsicle. You can ask Whimsical to read the blog post, take that and then figure out from what I've written in this blog post and create a visual for me. And in the matter of seconds, I have an infographic that chat GPT has created that I can then probably say, "Hey, MidJourney, modify this, make it look cool, and I have a great asset that I can upload into my blog post. " Challenge your beliefs and embrace experimentation. It's a simple framework, folks, that you can apply AI to that will actually change the way that you do business. Research, create, distribute, and optimize. If you embrace those four steps and you sprinkle AI on it, I am confident that you will be able to see results. But you have to be willing to imagine a new way of creating. It can take 85 minutes to go through all of these different steps and create a new piece of content that actually works. Some of you might be in a leadership position. You're like, how do I manage the workflow? change? Check out my whiteboard Friday from last year. I think you'll enjoy it. It talks about exactly that. Let me leave you all with this. We're entering an era when our competitors can make it look like anyone is doing anything at any point and any time. So, for example, my competitors might have me say something like SEO is dead or Google is allowed to plagiarize, but no one else is or even AI is going to take all of our jobs and this is the end of the road. You see, I would never say these things, definitely not on a public stage. Folks, this is a dangerous time. We need to be more diligent in what we trust on the internet. So, how we move forward in the age of artificial intelligence is going to be important. It's going to be key for our industry, better yet, humanity. Thank you all. See you on the internet. So, folks, with all of these tools, with all of this technology, I go back to an Uncle Ben quote, right? With great power comes great responsibility. My hope is simple today. My hope is that if you are still hesitant to embrace these tools, embrace this technology that you maybe challenge yourself to experiment. I would never encourage anyone to go to an event, hear someone speak at stage and rip out their entire content strategy, rip out their marketing strategy and say we have to change it all. That would be ridiculous. But I do encourage you to find ways to experiment. Find ways to experiment with these technologies and experiment with these tools and from that you might unlock some amazing returns. And if I can leave you with four simple words, it would be these. Research, create, distribute and optimize. And if that can stick with you like bubble gum in your stomach, then I am sure that you will unlock some amazing results. Thank you all. You've been great.