Building an AI inspired hub for smbs
AI has changed the landscape of what’s possible.
Branch Road is now able to generate more interesting and interactive content for audiences.
But more content alone isn’t enough. And everyone is using generative AI to do more. Marketing teams have a new question to answer: How do you stand out in a world where anyone has the tools to make anything?
But more content alone isn’t enough. And everyone is using generative AI to do more. Marketing teams have a new question to answer: How do you stand out in a world where anyone has the tools to make anything?
You have
to be
original.
Audiences are tired of being lectured and hate being sold to. Original thinking and opinions from people they admire is the only way to grab and hold their attention. Influencer- and AI-led marketing gives them so much more than the same old marketing plays we’re been recycling.
Audiences are tired of being lectured and hate being sold to. Original thinking and opinions from people they admire is the only way to grab and hold their attention. Influencer- and AI-led marketing gives them so much more than the same old marketing plays we’re been recycling.
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.
And this will feel different
AI is the topic we’ll be talking to influencers about, but it’s also the vehicle we’ll use to produce and scale our content for the Hub.
And this will feel different
AI is the topic we’ll be talking to influencers about, but it’s also the vehicle we’ll use to produce and scale our content for the Hub.
AI delivers diversified content at scale.
AI delivers diversified content at scale.
With thoughts from each of our influencers, we’ll create multiple formats for our audience to watch, listen and interact with.
Experiences:
Interactive Essays
AI Coded games
& tools
Audio:
AI Radio
AI Audio Blogs
Video:
AI Generated Documentaries
AI Avatars reading features
And here’s what it starts to look like for HP
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.
Imagine Branch Road is chatting to Akash James on how Generative AI is transforming the way scientists are predicting the impact of climate change.
Akash has amazing insights on how it works, and ideas on how the tech can be brought into other industries to shake things up.
So, we gather 10-15 unique soundbites and data points from Akash and feed them into our AI frameworks to create a core asset.
And these assets are loaded to our Hub homepage ↓
And these assets are
loaded to our Hub homepage
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
Diving into cutting-edge CAD workflows and tools
Article
Diving into cutting-edge CAD workflows and tools
Your video update
The CAD update – a recurring monthly recap of all the latest CAD tools and features.
Your video update
The CAD update – a recurring monthly recap of all the latest CAD tools and features.
Your video update
What we need in a workstation in 2025 – AI, data, and power.
Your video update
What we need in a workstation in 2025 – AI, data, and power.
Audio Essay
Remote possibilities: The state remote work in AEC 2024
Audio Essay
Remote possibilities: The state remote work in AEC 2024
Article
The AI-assisted future of entertainment
Article
The AI-assisted future of entertainment
There are so many themes we could cover to engage our audience groups.
And these assets are
loaded to our Hub homepage
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
AI video creator series
The tech stack driving tomorrow’s entertainment creators
Why this is different.
Why
this is different.
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 PD&M, AEC and M&E audience groups.
Then they find the influencers to provide unique angles and amplify the content’s scale and reach.
how this works for hp
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.
Interactive
x1 AI Interactive essays
Interactive
x1 AI Interactive essays
video
x1 AI-generated HP inspired avatars reading top stories
video
x1 AI-generated HP inspired avatars reading top stories
interactive
x2 AI-generated articles/blogs
interactive
x2 AI-generated articles/blogs
audio
x2 AI-generated audio versions of articles/blogs
audio
x2 AI-generated audio versions of articles/blogs
interactive
x12 AI-generated social marketing assets to promote each asset
interactive
x12 AI-generated social marketing assets to promote each asset
interactive
x6 Email signatures for AMs to use
interactive
x6 Email signatures for AMs to use
video
x4 Video social assets
video
x4 Video social assets
How we drive a net-new SMB audience to the hub.
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
Tap 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)
Promoting 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.