About this Episode:
Can AI cure your Content Pain? Let’s find out how you can use AI and automation to solve your content challenges.
In this episode, we discuss what content AI is and how it may help you streamline your processes. With a unified solution, you’ll be able to choose the components that best suit your needs.
Joseph is joined by our special guest Bruce Amick, Co-Founder, and COO of Places Dot. Bruce has 30+ years of experience building and implementing secure and efficient solutions for private and public sector enterprises.
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Connect with our host Joseph Franklyn McElroy:
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Joseph introduces his guest Bruce Amick, Chief Operating Officer and Co-Founder at Placesdot. Joseph tells the audience a brief story about the impact of the printing press and the negative response it had to certain groups but ultimately became a revolutionary force for the spread of Christianity. Bruce tells the audience how his career expanded from broadway sales to leading AI content. Bruce explains how he navigated his way around the internet in the early 2000s and found ways to produce engaging content. Joseph and Bruce discuss helpful techniques that can help your content gain engagement. Joseph and Bruce spoke on the evolution of AI and how much has changed since the 80s.
Joseph asks Bruce about the role AI plays in content marketing. Bruce explains how AI can help in keyword suggestion and topic choices that would help grow your content traction. He says it can monitor our tone and voice in text and help in navigating around different algorithms. Bruce mentions the biggest mistakes he sees in content advertising, and how it can negatively impact our clientele. Bruce talks about the limitations of AI and the need for human intervention during its operation. Joseph asks Bruce if AI is able to integrate behavioral science in order to connect with different personality archetypes amongst clientele.
Bruce tells Joseph about the mission of his company PlacesDot and how AI became an integral tool in executing the vision of his company. Bruce says PlacesDot focuses on things to do and places to visit; it provides content for people who are interested in consuming it. Joseph asks Bruce if AI can suggest keywords or topics for clients struggling to advertise their content? Bruce mentions how his company helps clients who can’t produce enough content, sharing how his clients grew from networking and loyal relationships. Bruce explains how AI should be looked at as a useful tool instead of a way of replacing the human experience. It can be an avenue to help generate more content.
In the last segment, Joseph asks Bruce what ethical considerations can you take into account when using AI? Bruce says we shouldn’t fear a scene out of The Terminator anytime soon. Misinformation is a growing concern that needs to be more regulated. Bruce tells Joseph AI’s creation based on instructions. Joseph segway their discussion to copyright issues and how complicated the topic is becoming around the world. Before the end of the show, Bruce tells the audience how to connect with him on Linkedin and or his website Placesdot.com. You can also find Joseph McElroy on social media platforms like Facebook, Linkedin, and Tiktok.
00:03:04.380 –> 00:03:14.670 Joseph McElroy: howdy thanks for joining us on this week’s episode of wise content creates wealth you’ve heard that content is king well wise content rules, the world.
00:03:15.270 –> 00:03:21.270 Joseph McElroy: mice content is data intelligence-driven storytelling content created for promotional purposes.
00:03:22.140 –> 00:03:32.340 Joseph McElroy: It is the heart of modern marketing and without it, digital marketers will fall behind their competition lose connectivity with their customers, and ultimately fail at being profitable.
00:03:33.090 –> 00:03:43.590 Joseph McElroy: I’m Joseph Franklin McElroy I’m a marketing technology expert I’m also an award-winning content producer who can create incredibly detailed high-quality articles and.
00:03:44.520 –> 00:03:53.370 Joseph McElroy: blogs and videos and podcasts things like that Additionally, I need content teams that produce thousands of pieces of content.
00:03:54.330 –> 00:04:04.260 Joseph McElroy: monthly for fortune 500 company my company is Galileo tech media which executes on creating wise content and marketing campaigns.
00:04:04.680 –> 00:04:16.410 Joseph McElroy: yeah why it was created out of a desire to get away from the drudgery of daily marketing by creating content that we sent out in the world to find an audience and bringing Max sales and leads for months and sometimes years.
00:04:17.670 –> 00:04:30.450 Joseph McElroy: And, of course, artificial intelligence is part of that vision of alleviating that George so today we’re going to ask the question can artificial intelligence see your contact page.
00:04:31.110 –> 00:04:41.700 Joseph McElroy: But first, a little story, you know there’s we’re talking about artificial intelligence, creating content and that’s a revolutionary thought and.
00:04:42.150 –> 00:04:48.060 Joseph McElroy: You know, in terms of content and production and productivity and there was a time when.
00:04:48.720 –> 00:05:03.420 Joseph McElroy: You know other technologies are doing that there’s an there’s always somebody who hates the new technology because somehow undermines the way things are, you know yeah and there are people out there now talking about.
00:05:04.620 –> 00:05:17.550 Joseph McElroy: This Ai content is not a good thing, yeah but you know I think it’s important to keep this story, mind you know that there was a Luddite back in the 15th century all right who.
00:05:18.660 –> 00:05:35.160 Joseph McElroy: was an ad he was named Joe’s hands treating me as I treat devious treat me as I don’t know I don’t say that I just found who’s I haven’t figured out to say that, but he was no fan of the printing press all right because it was going to do the poor monks.
00:05:36.930 –> 00:05:45.480 Joseph McElroy: It wasn’t just put the amount of work that would impact their souls, he was worried that the credit pretty presence would make months lazy.
00:05:45.990 –> 00:06:04.110 Joseph McElroy: Right and his opinion, writing and making manuscripts was it was built character and it was a kingdom chopping wood so Labor was part and parcel of the devotion of making the Christian sex.
00:06:05.310 –> 00:06:10.110 Joseph McElroy: If you weren’t good at writing well, then you can do binding or painting or just for heaven’s sakes practice.
00:06:11.610 –> 00:06:18.630 Joseph McElroy: And it was something that monks had to do because there was nothing more dangerous to the devout soul, but idle.
00:06:20.820 –> 00:06:24.450 Joseph McElroy: And then he also believes that pretty burke’s want anything to get bothered about.
00:06:24.450 –> 00:06:28.380 Joseph McElroy: Their the paper wasn’t as permanent as parchment.
00:06:29.940 –> 00:06:37.170 Joseph McElroy: And you know, there were a many there weren’t that many books in print they’re gonna be hard to find and they and they were ugly.
00:06:37.680 –> 00:06:54.390 Joseph McElroy: They were constrained by the type, so it was just like he basically the quote he had was that he sees this from zeal for writing because of printing is no true lover of the scriptures you’re gonna go to hell.
00:06:56.190 –> 00:07:13.440 Joseph McElroy: Of course, the printing press pretty large changes and Christianity and then even earlier, I began to solidify the authority of the Christian authority over society, which was maybe a good thing, maybe not so good and went on to become a stepping stone for the Protestant Reformation.
00:07:15.840 –> 00:07:24.630 Joseph McElroy: If Martin Luther’s ideas and Bible hadn’t got out there might not be you know Protestant religions evangelical religion, so it was.
00:07:25.320 –> 00:07:38.460 Joseph McElroy: A revolution and content production change society direct dramatically so I’m going to talk to somebody that’s got involved in the game and content producers name is Bruce attic he’s a friend of mine.
00:07:39.060 –> 00:07:58.620 Joseph McElroy: he’s co-founder and coo plot places Doc which combines human talented Ai to produce capital solutions Bruce has a 30 plus years of experience, building and implementing security efficient projects for private and public sector advice so hi Bruce how are you doing today.
00:07:59.730 –> 00:08:00.900 Bruce Amick: pretty good living the dream.
00:08:01.260 –> 00:08:01.410 Joseph McElroy: Your.
00:08:01.770 –> 00:08:03.480 Bruce Amick: dream right and living the dream.
00:08:03.870 –> 00:08:04.350 Bruce Amick: I love I.
00:08:04.440 –> 00:08:19.830 Bruce Amick: love that story about you know the the evils of the printing press turning into you know the the the force that spreads Christianity throughout the savage untamed world.
00:08:23.130 –> 00:08:32.460 Joseph McElroy: there’s actually people that are writing books right now that you don’t like the whole idea of the contact direction of content, may I production.
00:08:32.880 –> 00:08:38.700 Joseph McElroy: I think guy named Nick carr or Andrew teen and written some books that are against it but.
00:08:40.050 –> 00:08:52.650 Joseph McElroy: there’s always going to be the load, is what I want to stand in the way of that so how did your career start from building solutions for broadway ticket sales to leading this Ai revolution.
00:08:53.850 –> 00:09:08.220 Bruce Amick: Well it’s you know it’s an interesting journey, I was involved with broadway’s leap to the Internet, back in 2000 let a company called broadway calm.
00:09:09.330 –> 00:09:21.600 Bruce Amick: And at that point, you know, the biggest concerns about content was the images and the you know, being able to provide engaging content, not a whole lot of fun was put into.
00:09:22.290 –> 00:09:38.280 Bruce Amick: You know the writing and what was actually being written and image copyrights were difficult to come by and you know you need to get permission from the shows you need to get permission from actors and etc, etc, and you know that was that was the biggest content pain of that time.
00:09:39.540 –> 00:09:52.650 Bruce Amick: And as far as search and discovery well you know you had a great URL and that was pretty much it’ll pull strategy and you just advertise the daylights out of it, that was a long time ago and things have changed quite a bit.
00:09:53.700 –> 00:09:58.200 Bruce Amick: i’ve focused quite a bit on distributing.
00:09:59.670 –> 00:10:11.760 Bruce Amick: broadway product through travel agencies protease through tour operators, and in that case we were focused more on the connectivity and the API.
00:10:12.930 –> 00:10:22.650 Bruce Amick: None this, but a year ago I started on a project and Joseph I roped you into it, as well as revitalizing a travel site.
00:10:23.160 –> 00:10:43.110 Bruce Amick: And one of the things that became readily apparent was if we didn’t update the content rapidly and at a pace that matched its previous owners of that site, we were just going to continue to drop in the ranking silas on a search engine result pages and.
00:10:44.340 –> 00:11:01.770 Bruce Amick: You know, getting the getting the strategy in place for what type of content and how frequently, to put it, and what should be in that content was a whole exercise in itself and kind of painful, but then actually getting the content written was.
00:11:04.020 –> 00:11:04.530 Bruce Amick: A.
00:11:07.500 –> 00:11:23.430 Bruce Amick: Right, you know finding authors getting the price agreement, putting the calendar together having you know them to do their draft had sent the drafts back to them all of that, you know just turned into a really, really difficult process.
00:11:24.510 –> 00:11:37.260 Bruce Amick: This last summer in starting places we needed to set up activity marketplaces in a couple of cities that would have thousands of events in them.
00:11:37.890 –> 00:11:49.890 Bruce Amick: For hundreds and hundreds of venues, and we needed to fill up those pages were seo friendly content, so that people could discover these things to do.
00:11:50.520 –> 00:11:59.670 Bruce Amick: And that process was a little bit daunting at first, because there’s just no supply of descriptions.
00:12:00.360 –> 00:12:13.080 Bruce Amick: And we started to play around with Ai to write the descriptions for the events, the descriptions for the venues and that’s when we really discovered that there was a really.
00:12:13.890 –> 00:12:26.910 Bruce Amick: Strong use case and argument for using Ai to help propagate pages that you know would otherwise take 10 times longer to create.
00:12:27.960 –> 00:12:28.980 Bruce Amick: And you know.
00:12:30.960 –> 00:12:33.030 Bruce Amick: cost is obviously another factor.
00:12:33.480 –> 00:12:49.710 Bruce Amick: Right, we were able to stand up 1500 pages in less than two weeks a day it was indexed in 13 days by Google after publishing we started ranking and position, one for some of those pages, so it was it was really.
00:12:50.790 –> 00:12:54.720 Bruce Amick: Just a light bulb went off, and it was 1000 Watt light bulb.
00:12:55.980 –> 00:12:56.040 Bruce Amick: So.
00:12:56.580 –> 00:13:05.190 Joseph McElroy: What you know what i’ll ask you a question is sort of a little bit technical, but you know back in the day, so I actually the 80s as a Duke and I.
00:13:05.760 –> 00:13:15.600 Joseph McElroy: I studied in my major was computer science and my you know, I was my my my approach was my whatever my theme was Ai all right.
00:13:16.050 –> 00:13:22.830 Joseph McElroy: And what we used to do for Ai back then, was what was I guess called alpha beta search right as.
00:13:23.790 –> 00:13:31.710 Joseph McElroy: You didn’t have tremendous computer systems that you have that right, so you had to create you know yeah if you didn’t have machine learning.
00:13:32.070 –> 00:13:41.340 Joseph McElroy: right they go out there and learn things so we had to basically you could go certain levels down so you were designing a game right and you wanted to play a game.
00:13:41.610 –> 00:13:46.680 Joseph McElroy: If you go several levels down say 10 levels down from a movie that you might make right.
00:13:46.950 –> 00:13:55.530 Joseph McElroy: And then it could imagine a bunch of other moves that can be made, they can create a tree upon those successes and then it will do for you every other possible move it.
00:13:55.800 –> 00:14:01.740 Joseph McElroy: can be done in the board and create a tree of what would the results be and then you’d have to come up with a scoring algorithm.
00:14:02.010 –> 00:14:16.170 Joseph McElroy: That, at the end of the tree that said how likely was this going to pack going to be to be in the way success right and yeah so that was what I Ai was essentially there, what do you think Ai is now.
00:14:17.310 –> 00:14:35.550 Bruce Amick: Well, you know still it is machine learning that’s me, I mean we really need to just like I don’t like the term artificial intelligence that much because it, it seems to indicate, you know human like characteristics and there really aren’t it’s machine learning.
00:14:36.720 –> 00:14:37.500 Bruce Amick: It is.
00:14:38.700 –> 00:14:44.520 Bruce Amick: There are limitations on it, but it is certainly far more powerful than it was in the 80s.
00:14:46.230 –> 00:14:47.040 Bruce Amick: just saying.
00:14:48.720 –> 00:14:50.400 Bruce Amick: A couple of things have changed.
00:14:50.430 –> 00:14:55.590 Joseph McElroy: yeah hey I can’t say I won the championship pentium program play.
00:14:57.690 –> 00:15:23.130 Bruce Amick: But yeah yeah you know it’s it’s what’s most important about is is how you set it up how you instruct it, what are you trying to find what is your intent is your intent to you know a lot of people use Ai now for decision making and for you know, trying to get the.
00:15:24.390 –> 00:15:31.890 Bruce Amick: You know the the best advertising message or advertising placement Ai is obviously all over the place, with.
00:15:34.800 –> 00:15:45.690 Bruce Amick: Digital advertising and how it is placed you know within microseconds on a site that you’re loading based on bidding and based on meeting certain metrics.
00:15:47.850 –> 00:16:03.150 Bruce Amick: But to use it to actually create something instead of to you know make good decisions about something is the what is probably the most revolutionary change that’s happened.
00:16:04.470 –> 00:16:04.770 Joseph McElroy: To.
00:16:06.240 –> 00:16:13.740 Joseph McElroy: You said that you’re getting the right message I saw some research not too long ago that was that you know, in terms of marketing if.
00:16:14.220 –> 00:16:23.970 Joseph McElroy: If you get the message right on the first message you send to a client you have like an 80% improvement over the lifetime that client of getting.
00:16:24.360 –> 00:16:33.300 Joseph McElroy: US prospect of getting a conversion getting that first a lot of people to send out messages to get one that works, but you know getting the first one right.
00:16:33.330 –> 00:16:45.330 Joseph McElroy: dramatically improves your revenue and your opportunity success so it’s important so anyway, when we come back, I want to continue our conversation on the role of artificial intelligence content.
00:16:46.770 –> 00:16:47.010 Bruce Amick: Great.
00:16:48.300 –> 00:16:48.930 Bruce Amick: look forward to.
00:19:00.390 –> 00:19:12.150 Joseph McElroy: hello, this is Joseph Franklyn McElroy back with a wise content creates well podcast I guess Bruce banner so Bruce you know you guys are getting in this game of content.
00:19:13.200 –> 00:19:22.320 Joseph McElroy: Content Ai and what do you think Ai artificial intelligence, or whatever you want to call it role can what’s the roles you play content market.
00:19:23.820 –> 00:19:36.030 Bruce Amick: Well, I think that there’s a couple of roles that I can play, I think it has been you know playing a role of deciding you know what sort of captions or.
00:19:36.840 –> 00:19:58.410 Bruce Amick: headlines titles subjects and never to put into emails to put into display ads i’ve seen some innovation in actually putting together a short video reel using Ai to determine, you know the sequence or the images chosen or the text that goes over it.
00:20:00.330 –> 00:20:16.500 Bruce Amick: A lot of effort has been put into human trafficking, with Ai using Ai to monitor how your avid advertising and your messages are our traffic getting out into the world of the web, or the world of.
00:20:17.910 –> 00:20:20.640 Bruce Amick: Facebook and Instagram and things of that nature.
00:20:22.230 –> 00:20:31.860 Bruce Amick: Where we’re seeing just a very, very new breakthrough is in using Ai to help create.
00:20:33.420 –> 00:20:38.490 Bruce Amick: You know long form seo friendly content that helps you get discovered.
00:20:39.510 –> 00:20:47.100 Bruce Amick: I think that you know you’re kind of at a place now, with the consumers are they’re tired of ads.
00:20:48.480 –> 00:20:49.050 Bruce Amick: and
00:20:50.100 –> 00:21:04.500 Bruce Amick: The death of the cookie, although it didn’t happen quite the way that people thought it was going to happen, but it’s still dying and apple is doing a really good job of making it harder and harder for people to track devices.
00:21:05.880 –> 00:21:17.340 Bruce Amick: So all of that makes content far more important real actual relevant content, people are using search to get answers.
00:21:18.000 –> 00:21:31.740 Bruce Amick: And they want answers either about your company or about the type of product that you serve or you know in our cases about destinations, or about concerts or shows or.
00:21:32.310 –> 00:21:54.480 Bruce Amick: museums and things that they they have questions and a and I can help in two ways, it can help to parse you know the the analytics from the search side of things, but it can also help to create content that then becomes the basis of what’s on your site and what gets discovered.
00:21:55.380 –> 00:21:57.990 Joseph McElroy: So you know sort of basically uses.
00:21:59.880 –> 00:22:09.150 Joseph McElroy: It uses a machine learning to what to go out and see what made successful content before what you’re talking about and then.
00:22:10.320 –> 00:22:14.970 Joseph McElroy: You know, pulling them pulling information and rewrite it and was it hasn’t worked.
00:22:15.060 –> 00:22:27.840 Bruce Amick: No, I mean that is one way that there’s a couple of companies are focusing on rewrites and paraphrasing and you know there’s certainly a huge value proposition and not because.
00:22:28.260 –> 00:22:35.040 Bruce Amick: You know, you need to have unique content or you get the the finalization so, but you be.
00:22:35.490 –> 00:22:40.350 Bruce Amick: have multiple channels that you’re distributing the same content through you know the may have.
00:22:40.740 –> 00:22:48.450 Bruce Amick: six different websites and brands and you may be having affiliates that you want this content, you have a press release that quotes you.
00:22:48.810 –> 00:23:00.570 Bruce Amick: And you don’t want to constantly be using the exact same block of text because it will begin to be ignored, so there are companies that focus on rewriting.
00:23:01.080 –> 00:23:20.400 Bruce Amick: We do that, but where we think that there’s a breakthrough, and this is really very recent I mean within months is the capability for certain Ai engines and libraries, with proper instruction from you know, are we actually have a content scientist.
00:23:21.720 –> 00:23:25.140 Bruce Amick: That are there that can create.
00:23:26.340 –> 00:23:37.590 Bruce Amick: text can create you know, a story can create an article and and have you know the facts covered the questions and answer it’s covered, but also descriptive.
00:23:37.950 –> 00:23:53.100 Bruce Amick: change of voice, you can actually train to mimic a style of a certain writer, it takes about 100 articles to do that, but you know, obviously, that can be parsed in a matter of hours.
00:23:54.060 –> 00:24:00.420 Bruce Amick: And so it’s it’s That is where I think there’s a real game changer there and.
00:24:03.000 –> 00:24:17.100 Bruce Amick: The amount of content on the web, in the last year has almost doubled and it’s just billions and billions and billions of pages and people.
00:24:17.550 –> 00:24:24.750 Bruce Amick: don’t you know you’re going to get lost your company’s going to get lost if you’re not producing content that is relevant to what people are looking for.
00:24:25.530 –> 00:24:37.080 Bruce Amick: And in order for it to be found, it has to have some structure, you know there’s some technical aspects, but it also has to be written to address the things that people are looking for.
00:24:37.740 –> 00:24:45.630 Joseph McElroy: So you know there’s a there is a fall in content marketing right do you have a sale do that people have awareness of a problem they.
00:24:46.020 –> 00:25:00.270 Joseph McElroy: You know, then they they started doing research on how they might solve the problem, and they get into deciding who to buy from and then they make the negotiation is buying and then they express satisfaction afterwards and all that involves content.
00:25:00.330 –> 00:25:05.190 Joseph McElroy: Having content, where is a really good at, and where is it still not great, yet.
00:25:07.530 –> 00:25:20.280 Bruce Amick: So where it’s not great at is, if you have a product that’s brand new but there’s nothing that is written about it anywhere else.
00:25:20.640 –> 00:25:30.360 Bruce Amick: And so you really you’ll have to spend a lot of time building up sort of a fact library and descriptive library for that beforehand, because.
00:25:30.660 –> 00:25:53.340 Bruce Amick: Ai is going to go out and look at you know some some of these different Ai engines use libraries, that one of them has 175 billion data points another one has about 50 a billion data points but it’s existing data that’s out there right so.
00:25:56.340 –> 00:26:04.140 Bruce Amick: We were writing content for a show a broadway show that hadn’t done performances.
00:26:05.160 –> 00:26:17.160 Bruce Amick: And so there was very little that was out there, that was written about that particular show, and the first couple of rounds that they came back with were just.
00:26:17.940 –> 00:26:27.300 Bruce Amick: They were it was making stuff up, it was making up the plot of the story, it was making up and it just did not match, and we, you know realize.
00:26:27.990 –> 00:26:39.210 Bruce Amick: There wasn’t enough information out there for Ai to just on its own right, accurate copy, and this is where I think a lot of people don’t quite understand.
00:26:41.580 –> 00:26:52.320 Bruce Amick: How to implement Ai is I think there’s this expectation great we’ll just plug in this machine and it’s going to generate the content for us.
00:26:52.770 –> 00:27:10.800 Bruce Amick: We can sit back and you know focus on counting you know our coins and and you know working at a traffic rise review you really have to have a human involved there has to be somebody who looks this over and make sure that the robot wasn’t drinking.
00:27:11.970 –> 00:27:12.960 Bruce Amick: We like to put it.
00:27:16.380 –> 00:27:26.790 Joseph McElroy: You know what are the things that I find also important content is behavioral science, you see my proposition, I was wise Cocteau is not just the artificial intelligence, but behavioral science.
00:27:27.390 –> 00:27:34.740 Joseph McElroy: You know, for example in travel writing I use a user academic study called memorable tourism experiences.
00:27:35.070 –> 00:27:36.360 Joseph McElroy: Which is developed emotional.
00:27:36.360 –> 00:27:39.390 Joseph McElroy: scale and it’s found that anticipation of.
00:27:40.650 –> 00:27:48.510 Joseph McElroy: memorable experience really you know helps build and make that a more intense experience and then you know the memorable experience.
00:27:49.770 –> 00:27:57.900 Joseph McElroy: You know, creates revisit attention and brand loyalty so that’s, the reason I do it, but you know what I started doing it in seo I found out.
00:27:58.320 –> 00:28:12.030 Joseph McElroy: That, if I apply this emotional language to you know to you know, like the title tags and the Meta descriptions and then even the content itself, I got a much more engagement rates and much more click through rates.
00:28:12.030 –> 00:28:25.200 Joseph McElroy: me so it’s very successful, do you think that Ai is able to integrate behavioral science into producing its content, or is it got discovered that the patterns and not really understand.
00:28:25.950 –> 00:28:36.000 Bruce Amick: Now I actually do very strongly believe that it’s able to add behavioral science into what we’re actually playing with that right now we.
00:28:37.140 –> 00:28:38.940 Bruce Amick: In our tool we are.
00:28:40.350 –> 00:28:41.070 Bruce Amick: scoring.
00:28:42.300 –> 00:28:54.840 Bruce Amick: Whether things you know if there’s a an emotional bias in a particular title or paragraph or things are not because we want to be able to match the tone of our clients.
00:28:56.160 –> 00:29:02.580 Bruce Amick: For the content that we’re creating or match the tone of the venue or the destination so.
00:29:03.720 –> 00:29:21.780 Bruce Amick: You know, sometimes you want a little sarcasm, and then sometimes you know you don’t want to be all happy fun memories, but it’s still important to make sure that you can treat that in the writing, and yes, it is possible to answer your question is definitely possible.
00:29:22.470 –> 00:29:25.860 Joseph McElroy: It just takes it takes going back to algorithms and again really.
00:29:26.070 –> 00:29:34.800 Bruce Amick: Well yeah its algorithms it’s feeding data and it’s you know you really do have to train, you have to train the robot it’s not going to figure it out on its own.
00:29:35.400 –> 00:29:45.210 Joseph McElroy: Now I heard somebody told me that if you train it if you try a robot not at all, or if you train with too much you’re likely to get duplicate content is that true.
00:29:46.230 –> 00:29:46.890 Bruce Amick: um.
00:29:48.840 –> 00:29:52.980 Bruce Amick: You would, if you didn’t put an instruction, not to generate duplicate content.
00:29:53.160 –> 00:29:55.020 Bruce Amick: Right so that’s.
00:29:57.060 –> 00:29:59.070 Joseph McElroy: So it’s the is one of the fundamental.
00:30:01.260 –> 00:30:12.840 Joseph McElroy: or whatever Isaac asimov’s you know commandments to their search commandments are robots add on to that do not create duplicate content do not kill people do not create a duplicate.
00:30:14.190 –> 00:30:21.060 Joseph McElroy: Well let’s take a break and come back and we’ll talk more way I talked about you great Thank you.
00:32:28.860 –> 00:32:42.660 Joseph McElroy: hello, this is Joseph Franklin McElroy back with a wise content creates wealth podcasts that my guests Bruce Patrick and I, you know i’ve been doing this for a year, I still I still forget to unmute sometime.
00:32:45.960 –> 00:32:50.550 Joseph McElroy: we’re talking about the Ai but you know Bruce I wanted to.
00:32:51.780 –> 00:32:54.990 Joseph McElroy: You know you’ve got this company places dot.
00:32:56.400 –> 00:33:00.480 Joseph McElroy: which you know you know it’s a new company for me and you.
00:33:02.490 –> 00:33:05.520 Joseph McElroy: want to find out more what’s your 32nd pitch to investors.
00:33:09.900 –> 00:33:16.830 Bruce Amick: You know I have been responding to that question, but I have an elevator pitch, but it has to be for a very high building.
00:33:18.570 –> 00:33:19.830 Bruce Amick: More than 30 seconds.
00:33:21.360 –> 00:33:21.600 Bruce Amick: well.
00:33:21.630 –> 00:33:35.670 Bruce Amick: So places, you know we originally started out as being able to create marketplaces that would be white label marketplaces so if a hotel or a convention visitors Bureau or a publisher wanted a.
00:33:36.270 –> 00:33:42.360 Bruce Amick: A things to do you know what can I do in this area, what can I do in your my hotel, what can I, you know do.
00:33:44.760 –> 00:33:54.060 Bruce Amick: Is a would be our site our site would be would be hosted under their domain and branded with whatever their brand identity is.
00:33:54.780 –> 00:34:05.190 Bruce Amick: would provide those thousands and thousands of clusters, we have api’s that connect to various ticketing systems and other sources of.
00:34:05.610 –> 00:34:20.820 Bruce Amick: data and then obviously we create content with Ai, and so we have a very rich marketplace for the different clients that we serve, we have a couple of clients on the west coast that are publishers, the focus on the performing arts.
00:34:22.050 –> 00:34:29.700 Bruce Amick: And that’s That was the main focus of our company, but once we found out how.
00:34:30.900 –> 00:34:34.320 Bruce Amick: Self plug here how awesome our Ai tool was.
00:34:35.880 –> 00:34:51.180 Bruce Amick: We began to realize that that was probably going to be a better contributor to the the world that we’re looking at and the bottom line of our company so.
00:34:52.080 –> 00:35:12.330 Bruce Amick: We are playing around with some brand changes brand name changes for our company and we’ll get back to you on that a little bit, but for now places focuses on things to do, places to visit and we provide content for people that are interested in consuming that.
00:35:14.310 –> 00:35:15.660 Joseph McElroy: You provide the content.
00:35:16.710 –> 00:35:21.630 Joseph McElroy: So use your technology to create the content get humans, that will make sure it’s good content.
00:35:23.190 –> 00:35:30.480 Joseph McElroy: And then you you wouldn’t what you sell anything, besides content, otherwise I process.
00:35:30.900 –> 00:35:43.290 Bruce Amick: Management well it’s yeah we have we have a process, you know, everybody has their own content workflow so we don’t want to impose upon what we generally do and an engagement with a customer is.
00:35:44.340 –> 00:35:55.290 Bruce Amick: start by providing content and then look at the intersection points, both on determining the content schedule and you know getting articles assigned or.
00:35:55.890 –> 00:36:09.360 Bruce Amick: updates assigned, and how does that flow to us what works best for them and then how we piping it back into their content management system, you know, some people do not want it automatically piped in because it’s got to go through.
00:36:10.080 –> 00:36:21.420 Bruce Amick: editorial and through legal and etc, etc, so they don’t want to automatically going into their cms but others are God, please, please do it for us, please put it in there.
00:36:22.920 –> 00:36:33.300 Bruce Amick: So, generally, what we like to do is say let’s do a test project first so that we can figure out where to connect all the pipes.
00:36:33.660 –> 00:36:47.070 Bruce Amick: And, as a result of that is that you’re still getting product you’re still getting content and addressing those pain points, while you’re also onboarding essentially your new content process.
00:36:47.760 –> 00:36:48.420 Joseph McElroy: yeah one of the.
00:36:49.530 –> 00:36:51.330 Joseph McElroy: Worst i’ve been involved a lot in.
00:36:53.460 –> 00:37:07.320 Joseph McElroy: All the pain points before you get to the right content is one is is what what keywords do you actually target and then, what are the topics, what are the topics companies have a real hard time with that when you’re doing seo content at scale.
00:37:07.590 –> 00:37:13.650 Joseph McElroy: Right, what are the topics, you know that you’re going to write about what are the key words you’re focusing on you guys Hello.
00:37:13.860 –> 00:37:27.210 Bruce Amick: Yes, yeah we do is so we we offer as a service built into our tool we have you know keyword analyzer in our tool and then that keyword analyzer will then bring back props.
00:37:27.570 –> 00:37:39.660 Bruce Amick: For writing the content articles, but then we’ll also suggest topics as well, so a is suggesting topics and helping with the content calendar and all of that.
00:37:41.880 –> 00:37:53.100 Bruce Amick: Not everybody wants that some people have an seo team that’s in place and they love that seo team and the seo team they’re they’re only problem is they can’t get enough content.
00:37:53.730 –> 00:38:11.760 Joseph McElroy: and social media teams, they already have all sorts of people in there, so yeah getting through all that was hey listen now I haven’t played around with Ai right and working with it, one of the things i’ve done real successful is generated content plan with all the keywords will.
00:38:11.790 –> 00:38:14.460 Joseph McElroy: come only hundred pages to support a concept.
00:38:14.460 –> 00:38:20.820 Joseph McElroy: Right organized with 10 keywords each page blah blah blah, and I can do that now, and like five minutes right.
00:38:20.880 –> 00:38:25.470 Joseph McElroy: Right, but if some people you hand it off to an aside, here again savior right.
00:38:25.650 –> 00:38:33.120 Joseph McElroy: Like they’re there to see fear go across their face, because they would have to take that through so many different people that was.
00:38:34.890 –> 00:38:46.500 Bruce Amick: yeah we had a meeting like that, yesterday, actually said okay here’s the problem i’ve got three different divisions, they all have their own ideas what’s got to happen so i’ve got to figure out how I can sell this to them.
00:38:47.490 –> 00:38:49.830 Bruce Amick: As well all right, let us know how we can help.
00:38:52.230 –> 00:38:57.240 Joseph McElroy: So you’ve got you got your technology products yeah how are you going to get a lot of customers.
00:38:58.710 –> 00:39:14.280 Bruce Amick: Well, we actually kind of started with a list once we realized that we had the you know the capability to generate content quickly and then it was relevant that it ranked and.
00:39:15.300 –> 00:39:15.570 Bruce Amick: You know.
00:39:17.820 –> 00:39:28.920 Bruce Amick: We can sort of have a bit of an assembly line going we looked at companies that we have relationships with because my co founders, and I we’ve been in business for.
00:39:29.970 –> 00:39:42.630 Bruce Amick: What maybe not under this company, but under different companies for i’m the longest with 40 years of leading companies and 30 very focused on technology.
00:39:45.420 –> 00:39:57.780 Bruce Amick: marino’s she was global VP of wp for for digital you know there’s a we have a lot of connections, so we just made a list of about 300 companies.
00:39:58.740 –> 00:40:14.490 Bruce Amick: That we felt would probably need to be generating more than you know 500 or 600 pieces of content per year and started approaching them, and it was honestly first call they’re interested.
00:40:15.180 –> 00:40:22.500 Joseph McElroy: What if a company’s listening and they have different pain points, what is the pain point that they say I need to call you guys.
00:40:24.090 –> 00:40:37.050 Bruce Amick: Well, I think there’s there’s two i’m going to say there’s two pain points, the first one is they know that they have to generate content they have their seo plan that but they just cannot generate it fast enough.
00:40:37.620 –> 00:40:54.300 Bruce Amick: And it’s too expensive, so they should definitely call us because you know we’re essentially a service that hands them the content ready for them to consume, but can also turn into a subscription service for them, and we can go into that later.
00:40:56.220 –> 00:41:11.340 Bruce Amick: If you’re you know that content will help you but you don’t have a plan and you don’t have seo, then you should call us, because we can get you, you know from the oh my God, what do I do stage two here’s what I do and.
00:41:12.060 –> 00:41:20.280 Bruce Amick: I gotta say it is so more cost effective than trying to set up a new digital ad campaign.
00:41:20.790 –> 00:41:36.480 Bruce Amick: Right and you can really measure the results, none of this, I know that half of my advertising is wasted, but I just don’t know which half with content, you know you know what’s working, you can tweak it and it’s just.
00:41:37.950 –> 00:41:38.220 Bruce Amick: Sorry.
00:41:39.720 –> 00:41:41.490 Bruce Amick: i’m preaching to the choir yeah.
00:41:41.490 –> 00:41:42.720 Bruce Amick: preaching to the preacher.
00:41:43.770 –> 00:41:46.080 Joseph McElroy: What is your, what is your revenue model, how are you giving money.
00:41:47.430 –> 00:42:00.510 Bruce Amick: Well, you know, a couple of ways, one is on the seo services, you know, obviously there’s there’s you know agency type of fees that are involved there.
00:42:02.460 –> 00:42:18.150 Bruce Amick: We also, but the main the main focus is on the both the content that is being delivered during that initial project phase and if somebody doesn’t want to go to a subscription where their users on our platform.
00:42:19.200 –> 00:42:28.560 Bruce Amick: Then that content is you know with margin and it’s five times littered five times at least faster than any other.
00:42:29.760 –> 00:42:47.910 Bruce Amick: content services that you’ve been using and it’s at least half as expensive so it’s pretty nicely price it’s definitely good, but then once they’re on the platform and they’re they’re be pulling the levers themselves than it would be a subscription model so.
00:42:49.740 –> 00:42:54.270 Joseph McElroy: yeah besides businesses out there, we have some people that are content creators listening.
00:42:55.620 –> 00:43:03.420 Joseph McElroy: How does how how Ai help content creators produce better content and what should we be worried.
00:43:04.530 –> 00:43:15.300 Bruce Amick: um you know I think they shouldn’t be worried because honestly there is so much that requires the human.
00:43:17.220 –> 00:43:18.240 Bruce Amick: experience.
00:43:20.730 –> 00:43:23.700 Bruce Amick: intent the the human.
00:43:24.990 –> 00:43:40.890 Bruce Amick: Expertise subject matter expertise, I think what ends up happening with these these Ai tools, a lot of them are pitched as their main value proposition is the there a cure for writer’s block when you say you’re sitting there in front of you just don’t know what to write.
00:43:42.270 –> 00:43:45.270 Bruce Amick: That is one thing, but.
00:43:46.830 –> 00:43:48.300 Bruce Amick: I guess think about.
00:43:49.650 –> 00:43:58.980 Bruce Amick: That back to your story before did the printing press really ruin the authorship of books.
00:44:00.030 –> 00:44:00.480 Bruce Amick: It did.
00:44:01.650 –> 00:44:10.110 Bruce Amick: Did the typewriter ruin the authorship of books, it did did the word processor, Sir ruin the authorship of books, it did.
00:44:11.370 –> 00:44:18.060 Bruce Amick: Just this is a way to help you create better content so really good New York Times article.
00:44:19.290 –> 00:44:21.840 Bruce Amick: came out in November, where the.
00:44:23.340 –> 00:44:23.760 Bruce Amick: The.
00:44:24.810 –> 00:44:26.160 Bruce Amick: I guess a column reporter right.
00:44:29.550 –> 00:44:30.660 Joseph McElroy: There is.
00:44:34.380 –> 00:44:39.480 Bruce Amick: A reporter he he was writing a book review on a.
00:44:40.710 –> 00:44:44.520 Bruce Amick: book on Ai that was written by.
00:44:46.890 –> 00:44:48.450 Bruce Amick: Henry Kissinger.
00:44:49.740 –> 00:45:00.300 Bruce Amick: Eric Smith and somebody else so like three like giants of technology and whatever I don’t why Henry Kissinger was in there, but he was.
00:45:01.410 –> 00:45:11.850 Bruce Amick: And he ended up using Ai to help him write the review, it was very it was very Meta and not in the.
00:45:12.030 –> 00:45:13.200 Zuckerberg caching.
00:45:14.430 –> 00:45:18.720 Bruce Amick: So I I really feel that this is, you know.
00:45:20.190 –> 00:45:41.010 Bruce Amick: it’s like going from white out to a word processor right it’s it should help people that are serious about this to be able to generate more content and spend and have it all be high quality and be worth the you know the the money that they can pay for it.
00:45:41.520 –> 00:45:43.080 Bruce Amick: Okay, nothing it isn’t now.
00:45:43.140 –> 00:45:44.730 Bruce Amick: Sorry that’s not a judgment call.
00:45:45.150 –> 00:45:48.390 Joseph McElroy: So there you have it, that content producers out there you’re going to be safe.
00:45:50.100 –> 00:45:52.290 Joseph McElroy: So we come back we’ll talk a little bit about the ethical.
00:45:53.490 –> 00:45:55.710 Joseph McElroy: Considerations of this industry.
00:47:55.140 –> 00:47:58.980 Joseph McElroy: hello, this is Joseph Franklin McElroy back with the.
00:48:00.450 –> 00:48:12.450 Joseph McElroy: wise content creates wealth podcast my guest Bruce havoc so Bruce we’re talking about Ai You know, as with all sorts of new endeavors and there’s ethical considerations what.
00:48:12.810 –> 00:48:18.630 Joseph McElroy: What should What should we, what should we, what are the ethical considerations that should be taking account when using Ai.
00:48:20.400 –> 00:48:31.110 Bruce Amick: Well, I think that there are some i’m not going to say invalid concerns, but some concerns that are maybe more valid than others, I think the you know.
00:48:34.290 –> 00:48:40.200 Bruce Amick: The terminator scenario where robots are out to kill humanity.
00:48:41.580 –> 00:48:47.610 Bruce Amick: Well i’m not going to say that never ever could happen, I don’t really think that that is a.
00:48:49.980 –> 00:48:59.910 Bruce Amick: near horizon kind of issue and I don’t I think that it’s let’s let’s think about some other things that are a little bit more.
00:49:00.330 –> 00:49:12.360 Bruce Amick: Close on the horizon, that are problematic and some of that is the you know the misinformation that gets propagated on social media channels and.
00:49:13.110 –> 00:49:26.250 Bruce Amick: On the web and that could very easily be augmented by Ai, and that is a concern I think that’s a concern for the the creators of these Ai engines.
00:49:27.000 –> 00:49:42.480 Bruce Amick: it’s a concern of anyone who has a business that’s associated with Ai that you don’t want to be, you know tarred with that same brush as it were, and it’s but it’s, it is a valid concern, and there should be ways to.
00:49:46.050 –> 00:49:59.700 Bruce Amick: restrict that from happening, and I don’t think that they’re necessarily built into the Ai software I think they’re they’re more, something that is on the platform some selves, and this is, you know.
00:50:00.540 –> 00:50:10.770 Bruce Amick: This is something that we’re struggling with Ai or not, is how do platforms, you know regulate the content of the the contributors.
00:50:11.880 –> 00:50:17.130 Bruce Amick: And, should they how much you know, obviously the the spotify argument with.
00:50:18.180 –> 00:50:26.370 Bruce Amick: Neil young versus Joe rogan is out there, but it’s you know it’s good some valid things I mean election.
00:50:27.660 –> 00:50:29.760 Bruce Amick: Health concerns or all sorts of things.
00:50:30.180 –> 00:50:31.560 Joseph McElroy: About is as well.
00:50:31.590 –> 00:50:34.710 Joseph McElroy: I mean problem, who has to deal with a bias as well.
00:50:35.400 –> 00:50:35.910 well.
00:50:36.930 –> 00:50:38.190 Bruce Amick: So there’s.
00:50:39.450 –> 00:50:50.400 Bruce Amick: The Ai is creating based on instructions it’s creating content based on instructions and training, so you know, just as the writer can have bias.
00:50:51.540 –> 00:50:56.070 Bruce Amick: The Ai can learn a bias as well, but.
00:50:58.320 –> 00:51:05.190 Bruce Amick: I don’t see in the very near future, at all, Ai having intentions.
00:51:07.290 –> 00:51:11.760 Bruce Amick: Right so it’s the robots aren’t planning to take over.
00:51:14.550 –> 00:51:18.180 Joseph McElroy: The data, whatever data garbage in garbage out right.
00:51:18.240 –> 00:51:27.090 Bruce Amick: Well sure it’s the data it’s the training as well, I mean what what are you training and again we very firmly believe in a number of.
00:51:28.530 –> 00:51:29.970 Bruce Amick: Best in class Ai.
00:51:31.260 –> 00:51:37.710 Bruce Amick: Companies are similarly inclined, there has to be a human involved there has to be human.
00:51:39.150 –> 00:51:54.660 Bruce Amick: You know, someone looking at the content double checking it or the training part but there really should be a human involved should not go right from machine to website right from machine to instagram right from machine to Facebook it’s.
00:51:56.700 –> 00:51:59.220 Bruce Amick: Not when you’re talking about long form content.
00:52:00.240 –> 00:52:05.040 Bruce Amick: Perhaps where it’s just an ad and with the title line i’m proud of it that’s one thing.
00:52:06.090 –> 00:52:06.570 Bruce Amick: So.
00:52:08.250 –> 00:52:08.490 Bruce Amick: yeah.
00:52:08.670 –> 00:52:09.420 Joseph McElroy: yeah also.
00:52:11.100 –> 00:52:17.640 Joseph McElroy: A good thing I wonder about is what happens to copyright in a creative content world.
00:52:19.380 –> 00:52:23.160 Bruce Amick: Well, my prediction, it will make many lawyers rich.
00:52:23.220 –> 00:52:24.090 Bruce Amick: figuring out.
00:52:27.270 –> 00:52:30.480 Joseph McElroy: These like this was what was that when there’s some sort of monkey story.
00:52:33.420 –> 00:52:42.720 Bruce Amick: Yes, the monkey selfie cakes the monkey selfie lawsuit as its is used as a parallel when talking about Ai.
00:52:44.280 –> 00:52:58.140 Bruce Amick: And the monkey selfie lawsuit was the photographer setup is equipment in a game refuge, where there were these types of and they’re not monkeys there.
00:52:59.280 –> 00:53:13.710 Bruce Amick: Gibbons or something I don’t remember exactly what so that they could take pictures themselves right and and then he published those pictures and he was arguing that he had the copyright.
00:53:15.060 –> 00:53:19.920 Bruce Amick: Because it was his equipment, he was the one who set it up in place and Peter.
00:53:21.120 –> 00:53:28.830 Bruce Amick: You know that nonprofit organization that advocates for animals said no, the monkeys on the copyrights.
00:53:30.690 –> 00:53:37.140 Bruce Amick: In various in various countries, this is something so.
00:53:38.820 –> 00:53:40.590 Joseph McElroy: Several countries right yeah.
00:53:40.890 –> 00:53:47.850 Bruce Amick: Well, so Germany i’m going to make botch this so any lawyers listening, you know.
00:53:48.480 –> 00:53:49.770 Bruce Amick: there’s a disclaimer somewhere.
00:53:51.930 –> 00:54:02.550 Bruce Amick: But some companies countries saying that there has to be a human involved if there isn’t a human involved, and there is no copyright can only be given to a person.
00:54:04.410 –> 00:54:15.120 Bruce Amick: And then, some countries recognize that a person was involved in setting up whatever it was that ended up creating the content.
00:54:16.350 –> 00:54:21.480 Bruce Amick: it’s not resolved around the world and it is certainly not resolved in the US.
00:54:21.930 –> 00:54:24.510 Joseph McElroy: Sir yeah I mean it’s a big question like if.
00:54:25.230 –> 00:54:29.670 Joseph McElroy: You put up content of totally by an Ai you may not own it.
00:54:30.720 –> 00:54:41.790 Bruce Amick: Might not it may be just free so anyway there’s there’s a lot of debate about this right now and it’s one again another reason why for our product.
00:54:42.300 –> 00:54:50.640 Bruce Amick: We have people involved, make sure that they’re you know we have three sets of eyes that look over every piece of content before it goes out.
00:54:51.330 –> 00:54:58.860 Joseph McElroy: So what where can people follow you can get in contact with you, if they’re interested in things that you have to say, or what you’re doing what what should they do.
00:54:59.160 –> 00:55:04.950 Bruce Amick: Well we’re i’m on linkedin where we have our website places dot.
00:55:05.370 –> 00:55:21.900 Bruce Amick: places dot.com t.com put the places do t.com we that’s pretty much it i’m not i’m not a big social guy i’m more of a B2B kind of person, but.
00:55:23.790 –> 00:55:25.380 Bruce Amick: that’s that’s where you can find this.
00:55:26.610 –> 00:55:30.510 Joseph McElroy: producing any any thought leadership articles and things like that.
00:55:31.050 –> 00:55:32.190 Bruce Amick: Yes, we are, we have a.
00:55:33.870 –> 00:55:47.970 Bruce Amick: classic case of the carpenters kids have no shoes right it’s we have a content calendar in place and we are generating blog articles, but everybody else’s work gets done before ours gets done.
00:55:49.980 –> 00:55:51.570 Joseph McElroy: Do it five times faster right.
00:55:51.600 –> 00:55:53.280 Bruce Amick: We can do five times faster.
00:55:53.760 –> 00:56:07.830 Bruce Amick: And so, our clients so far and say more and more more you know, everybody is renewing and say you know we asked one client how many should we go for this, it will, if you’re doing 100 a day we think that’s probably good.
00:56:08.190 –> 00:56:09.390 Joseph McElroy: Oh, there you go good.
00:56:11.580 –> 00:56:12.270 Joseph McElroy: So.
00:56:13.020 –> 00:56:15.210 Joseph McElroy: Thank you for being on this show it’s been.
00:56:15.600 –> 00:56:16.650 Bruce Amick: My pleasure Joseph.
00:56:16.710 –> 00:56:29.310 Bruce Amick: I you know I really enjoy you you’re one of the smartest people i’ve ever met so I really enjoy talking with you anytime I wish we could do this at a lunch place in in Manhattan but.
00:56:31.860 –> 00:56:45.510 Joseph McElroy: This is, this is the wise content creates wealth podcast we have a site called wise content creates wealth COM, where you can find the episodes of previous episodes and the newsletter you can sign up to.
00:56:45.900 –> 00:56:54.150 Joseph McElroy: My company’s Galileo tech media COM if you’re interested content wise content production services seo.
00:56:55.200 –> 00:56:56.370 Joseph McElroy: And content marketing.
00:56:57.840 –> 00:57:14.070 Joseph McElroy: The I am part of the talk radio dot nyc network with this podcast, and that is a network of a lot of live podcast happening every day, I recommend you listen it goes from self help to business to small business to.
00:57:14.370 –> 00:57:21.150 Joseph McElroy: You know wellness to you know just exploring now interesting topics of for that.
00:57:21.810 –> 00:57:30.360 Joseph McElroy: You know that you would enjoy, so please stick around and find out more about what you can watch on this network it’s a great pleasure.
00:57:31.260 –> 00:57:40.530 Joseph McElroy: i’m on social media, you can go to basically this US Joseph back or is the username and just about every piece of social media because I joined everything first.
00:57:42.360 –> 00:57:48.150 Joseph McElroy: And you’ve chosen that color is the name and you’ll usually find me on whatever social media there is.
00:57:49.680 –> 00:58:01.860 Joseph McElroy: i’m playing with tick tock now so anyway it’s been a joy will see you next week at the same time from noon until one every Friday wise contact ritual podcasts see you later.
00:58:02.940 –> 00:58:04.170 Bruce Amick: Thank you, Joseph for having me.