Building an AI inspired hub for smbs
AI has changed the landscape of what’s possible.
AI has changed the landscape of what’s possible.
But when you’re competing for customers’ attention in an over-saturated attention marketplace, how do you stand out in a world where anyone has the tools to make anything?
But when you’re competing for customers’ attention in an over-saturated attention marketplace, how do you stand out in a world where anyone has the tools to make anything?
You have to be original.
You have to be original.
Customers are tired of being lectured to, and hate being sold to. Original thinking from people they admire, with opinions they respect, is the only way to grab and hold their attention. It gives them so much more than the tired old marketing plays they’re currently being served.
Customers are tired of being lectured to, and hate being sold to. Original thinking from people they admire, with opinions they respect, is the only way to grab and hold their attention. It gives them so much more than the tired old marketing plays they’re currently being served.
So, that’s what we’re going to help you do.
So, that’s what we’re going to help you do.
Objective
Design, build and populate a new SMB Hub, powered by original thinking, to engage an audience we know is craving AI learning.
Objective
Design, build and populate a new SMB Hub, powered by original thinking, to engage an audience we know is craving AI learning.
Interactive Essay
Where art meets AI – and the product designers who are profiting
Interactive Essay
Where art meets AI – and the product designers who are profiting
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Standing out in a world where anyone has the tools to make anything.
Standing out in a world where anyone has the tools to make anything.
Every piece of content that gets loaded to the hub is powered by original thinking from influencers your audience respect and admire. These influencers are our cheat code for original, intelligent and engaging content that’ll engage your target personas.
We’ll source influencers from HP’s list of Z Ambassadors as well as Branch Road’s deep list of tech influencers and collaborators.
Why this is different
Why this is different
AI is the topic, but it’s also the vehicle we’ll use to produce and scale our content for the Hub. Some articles will be blogs, some video, others will be audio and some entirely new experiences.
AI is the topic, but it’s also the vehicle we’ll use to produce and scale our content for the Hub. Some articles will be blogs, some video, others will be audio and some entirely new experiences.
play
play
Videos of…
Avatars reading articles
Image heavy mini documentaries
News-style industry roundups
and audio like…
Audio blogs
An AI radio station that streams all your audio stories 24/7
And entirely new
experiences like:
Interactive essays
Useful tools
& Games
Branch Road is focused on scaling excellence with AI and influencers.
Anyone can churn out content with AI and talk to influencers. But to get real results you need taste-makers; people who can direct the conversation to awe and inspire your ideal customers; who can view the world through your audiences’ lens and speak to them in their language. That’s where Branch Road comes in… Every quarter, our journalistic experts select themes – backed by deep research and trending topics – to create content that will resonate with your audience. Then they find the influencers to provide unique angles and deploy amplify the content’s scale and reach.
Branch Road is focused on scaling excellence with AI and influencers.
Anyone can churn out content with AI and talk to influencers. But to get real results you need taste-makers; people who can direct the conversation to awe and inspire your ideal customers; who can view the world through your audiences’ lens and speak to them in their language. That’s where Branch Road comes in… Every quarter, our journalistic experts select themes – backed by deep research and trending topics – to create content that will resonate with your audience. Then they find the influencers to provide unique angles and deploy amplify the content’s scale and reach.
How this works for HP
How this works for HP
To engage our target PD&M (product design and manufacturing), AEC (Architecture, Engineering, & Construction) and M&E (Media and entertainment) audience groups, we need to hone in on what captures their attention. We’ll do this by deep diving our audiences and finding themes that are insightful, entertaining, and useful to their work. Then we put that information in a place they can find it – and keep coming back to for more.
To engage our target PD&M (product design and manufacturing), AEC (Architecture, Engineering, & Construction) and M&E (Media and entertainment) audience groups, we need to hone in on what captures their attention. We’ll do this by deep diving our audiences and finding themes that are insightful, entertaining, and useful to their work. Then we put that information in a place they can find it – and keep coming back to for more.
Branch Road is focused on scaling excellence with AI and influencers.
PD&M (product design
and manufacturing)
The future of CAD
Diving into cutting-edge CAD workflows and tools
The CAD update – a recurring monthly recap of all the latest CAD tools and features.
AEC (Architecture, Engineering, & Construction)
Working, rendering, and building information modeling beyond desktop
What we need in a workstation in 2025 – AI, data, and power.
Remote possibilities: The state remote work in AEC 2024
M&E (Media and entertainment)
The AI-assisted future of entertainment
Possible assets:
AI video creator series.
The tech stack driving tomorrow’s entertainment creators
Cadence…
Every quarter, we’ll produce three themes for each of the audience groups, and from that, create a bunch of original assets to upload to the hub.
x1 AI Interactive
essays
x1 AI-generated
HP inspired avatars reading top stories
Article
The one-person marketing blueprint using AI
Article
The one-person marketing blueprint using AI
x2 AI-generated
articles/blogs
Audio Essay
SMB 2030: Will we still need a marketing function?
Audio Essay
SMB 2030: Will we still need a marketing function?
x2 AI-generated audio versions of articles/blogs
x12 AI-generated social marketing assets to promote each asset
x6 Email signatures
for AMs to use
x4 Video social assets
Here’s the homepage
of the hub
PD&M
AEC
M&E
Read More
Working, rendering, and building
information modeling beyond desktop
Read More
Working, rendering, and building
information modeling beyond desktop
SmallTalk Powered by HP
Article
Meet the woman using AI to produce your favourite TV shows
Article
Meet the woman using AI to produce your favourite TV shows
Your video update
The AI tools TikTok influencers are using to steal a generation’s attention
Your video update
The AI tools TikTok influencers are using to steal a generation’s attention
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Audio Essay
SMB 2030: Will we still need a marketing function?
Audio Essay
SMB 2030: Will we still need a marketing function?
Article
1000 true fans is all you need… a critique of fandom in 2024
Article
1000 true fans is all you need… a critique of fandom in 2024
Interactive Essay
Where art meets AI – and the product designers who are profiting
Interactive Essay
Where art meets AI – and the product designers who are profiting
Article
The one-person marketing blueprint using AI
Article
The one-person marketing blueprint using AI
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Interactive Essay
AI and the Future of Music Composition: A New Era of Sound
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Your video update
From Canvas to Code: The Rise of AI-Generated Artwork
Interactive Essay
Where art meets AI – and the product designers who are profiting
Interactive Essay
Where art meets AI – and the product designers who are profiting
Driving eyeballs
(and earballs?)
to our Hub
Driving eyeballs
(and earballs?)
to our Hub
We’re driving a net-new audience of SMBs and the best way of doing that is using paid media, like LinkedIn and Google Ads.
Why? Because we’re not asking super-busy people to give us their details in exchange for complicated white-papers, we’re tempting creatives with intelligent un-gated articles which makes for a much simpler reason to click.
But we also have other ways of driving audience.
But we also have other ways of driving audience.
☞ Paid budget
☞ Z ambassador’s social channels
☞ Independent industry influencers
☞ HP’s owned channels
☞ HP’s partner-owned channels
☞ HP employees (with email signatures)
Why these channels?
Paid budget
Paid budget
Reach more of the audience you’re directly targeting but who aren’t currently aware of HP.
Z ambassador’s
social channels
Z ambassador’s
social channels
Access to your ambassadors’ wider audience network.
Independent industry
influencers
Independent industry
influencers
Tapp into a highly engaged audience of your ideal audience through a trusted/authoritative face.
HP’s owned
channels
HP’s owned
channels
Leverage your existing audience to boost views and increase chances they share with their wider networks.
HP’s partner-owned
channels
HP’s partner-owned
channels
Access to a wider network that’s not directly exposed to HP but is in our audience sweet-spot.
HP employees
(with email sigs)
HP employees
(with email sigs)
Prompting our HP content to all those that interact with HP reps to increase visibility.
The Branch Road Difference
The Branch Road Difference
We know anyone can churn out the same old junk with ChatGPT and a half a brain, so why pick Branch Road?
Because we’re taste-makers,
not order-takers.
Our journalistic backgrounds and marketing experience guides the quality of everything we create – AI or not – to ensure it has an impact on the intended audiences and the overall business goal.
It’s this experience and technological acumen that you’re paying for.
We’ve proven it for other big tech firms like Dropbox and ServiceNow. And we’re ready
to get to work for HP.
We know anyone can churn out the same old junk with ChatGPT and a half a brain, so why pick Branch Road?
Because we’re taste-makers,
not order-takers.
Our journalistic backgrounds and marketing experience guides the quality of everything we create – AI or not – to ensure it has an impact on the intended audiences and the overall business goal.
It’s this experience and technological acumen that you’re paying for.
We’ve proven it for other big tech firms like Dropbox and ServiceNow. And we’re ready
to get to work for HP.