# How to Leverage AI for Content Marketing

> A NachoTuesday interview — the C-Suite Insights series from NachoNacho, the B2B SaaS and AI
> marketplace. In conversation with Jonathan Maimon, VP of Marketing, Munch.

- **Page:** https://nachonacho.com/nachotuesday/video/How-to-Leverage-AI-for-Content-Marketing
- **Guest:** Jonathan Maimon, VP of Marketing, Munch
- **Guest on LinkedIn:** https://www.linkedin.com/in/jonathanmaimon/
- **Recorded:** 2024-03-05
- **Watch:** https://www.youtube.com/watch?v=T7D0lMc_iio

## Summary

In this webinar, Jonathan from Munch AI introduces their platform, which utilizes AI and computer vision to analyze long-form videos and produce numerous short, engaging clips optimized for platforms like TikTok, Instagram Reels, and YouTube Shorts. He emphasizes that Munch helps overcome the barrier to entry for video marketing by simplifying the repurposing process, even for those with basic skills. Jonathan also discusses the broader role of AI in marketing, highlighting its potential for productivity and content creation while stressing the continued importance of human creativity and authenticity in video content. He offers tips for effective video marketing, emphasizing consistency and providing value to the audience. Key Talking Points: AI-Powered Repurposing of Long-Form Video for Short-Form Platforms : Munch AI analyzes videos to extract engaging clips optimized for various social media, simplifying content creation and distribution for marketers. Overcoming the Barrier to Entry for Consistent Video Marketing : The platform enables individuals and small businesses with limited resources to easily create and publish regular video content, emphasizing consistency and providing value over high production value. AI as a Productivity Tool Enhancing Human Creativity in Video Marketing : While AI can automate and accelerate video editing and repurposing, human oversight remains crucial for fine-tuning content and ensuring authenticity and connection with the audience.

## Full transcript

Introduction Good afternoon, everyone, and welcome to a double header of Nacho Tuesday! Today, I have Jonathan here with Munch AI. Without further ado, we’d love for you to introduce your company and what you do. About Munch AI Hey Andy, hey everyone. It’s really great joining you this Tuesday. At Munch, we’ve identified a specific pain point that many businesses, brands, and media companies face: creating effective video marketing content that remains effective across multiple platforms. What Munch does is quite unique. You provide us with any long-form video, which is typically three minutes or more. We use our proprietary AI and computer vision technology to analyze everything happening and being said in the video. On the other side, we produce dozens of short clips, usually between 20 to 45 seconds, tailored for platforms like TikTok, Instagram, and YouTube Shorts. We provide you with the most captivating clips from the long video, based on topics discussed, actions happening, and thousands of data points. These points include tone of voice, objects, celebrities, and brands that appear on screen. Additionally, we offer a trending score and keywords extracted from the video, showing how these keywords perform over time. This helps you anticipate how a particular clip will benefit your business. Use Cases Very interesting! So, webinars like this would be ideal for your platform? Yes, webinars like this are a great fit for our platform. They challenge our auto-cropping mechanism, especially with quick banter and switching between speakers. However, we handle this quite well. Two particularly interesting and common use cases for Munch are: People who have been told for years that they need to be on social media and use video, but only have basic editing skills and no marketing research skills or outsourcing resources. We solve this by packaging the video, adding subtitles, and cropping to the right aspect ratio. Organizations that produce media content, such as weekly webinars, pre-recorded courses, or studios with original content. We help repurpose this content for multiple platforms, as content alone doesn’t work well on just one screen size or platform. A more holistic strategy is needed. AI in Marketing AI has become a significant buzzword. How do you see marketers using AI as part of their marketing strategy today, beyond video content? We’re living through an interesting time. This is perhaps the third or fourth major revolution we’ve experienced as marketers. I broke into the industry around the time when social media marketing became a prominent job title. Currently, AI is a major driving force for marketers. It’s used to outsource time-consuming tasks, such as brainstorming, bulk content creation, image and video generation. While there is a ceiling to how effective AI can be, we’ve seen many reach the limits of the particular AI products they were using. At Munch, we were drawn to the platform during the AI boom almost a year ago, when GPT became commonplace. Many products were just rebranded versions of existing AI technologies. However, Munch’s process and end product are enabled through a careful application of AI. I’m more interested in the broader conversation about AI as an operating system—a layer that functions beneath familiar functionalities, previously done manually. This approach is more cost-effective and efficient, particularly for tasks that were traditionally handled by professionals, such as content repurposing. AI and Productivity (08:15) If this technology can be outsourced and can free people up without compromising their budget, that’s ideal. This is where I hope we’re headed: a place where technology is seen as a means to enhance productivity without adding significant costs. It’s a total productivity tool, following the principle of achieving 80% of the result with 20% of the effort—or even less with AI. Of course, it's beneficial to have a human touch to fine-tune things and ensure everything is great in the end. But AI definitely provides the boost needed to get more done, faster. Human Touch in AI (08:55) Interestingly, our most popular features released in the past six months have been those that bypass AI to reintroduce the human touch. For instance, while automatic cropping has accuracy, it’s never perfect. We’ve observed that autocropped clips on platforms like TikTok and Instagram often need refinement. Early on, we realized the necessity of integrating manual cropping back into the process. We initially cropped a certain section of the video and later added buffers—eventually expanding those buffers to allow users more control. So, while AI can handle most of the work, having the option to fine-tune manually ensures a higher quality result. For example, if we take this conversation and use Munch to crop it neatly into a 9x16 format with subtitles, investing an additional 15 to 30 minutes to perfect it is still significantly less time-consuming than it would have been two years ago. Balancing AI and Human Input (11:17) AI excels at identifying points of interest in a video, but sometimes the human touch is needed to fine-tune these points. For instance, while AI can highlight where to start a clip, a human might prefer to begin at a slightly different moment. This approach saves time by avoiding the need to sift through the entire 30 minutes of footage, focusing instead on the highlighted areas. Tips for Video Marketing (11:44) Moving on to video marketing, what tips would you offer for marketers to create videos that convert? The first tip is to simply start creating videos. It may sound basic, but overcoming the barrier of "should I or shouldn’t I?" is crucial. Yes, you should create videos, and yes, your phone is enough. In today’s content landscape, production value has shifted. The focus is now on authenticity rather than high production quality. From working with top influencers and creators, the key message is always consistency. Many marketers give up after a few days if they don’t see immediate results. Success in video marketing, like in baking sourdough, requires patience and consistency. The more you plant and water your content seeds, the more they will grow. Consistency in Content (13:01) If people follow our YouTube channel and see the videos we produce, they’ll notice that consistency is key. If they find value in one interview, they’ll likely want to see more, creating a momentum behind our series. This principle applies to all marketers: maintaining consistency is essential. Consistency in content and in publishing is crucial. We realized this from feedback we received, which highlighted the importance of "feeding the algorithm" and providing content regularly. For example, I experimented by talking into my camera for 12 minutes, which seemed unproductive at first. However, after using Munch, I had two weeks' worth of content instantly. If you’re selling something or aiming to become a thought leader, consistently publishing content can significantly benefit your goals. Streamlining Video Production (16:23) This would have been a game-changer if I had to upload my video into another software, open a timeline, hope the transcription mechanism worked, clip it to the desired segments, download it, send it to my phone, and then upload it. There’s no need for all those back-and-forths. The perception of how much time and energy goes into this process is significant. Many people use the saying, “Perfect is the enemy of good.” The idea is to get content out there and then refine it over time while consistently producing content. Many marketers or aspiring thought leaders have looked at the commitment and thought, "I don’t have enough time to shoot videos regularly." However, tools are now available that enable anyone to do this effectively, which is what you guys offer. Leveraging Content Creation (17:01) Absolutely. Now, with just 30-minute interviews, we’re already generating a lot of great content. I’ll need the link for this later because it’s going into our use cases library for sure. So, what do marketers often get wrong about creating videos and video marketing in general? I think what people get wrong is that they focus too much on the perfection of individual videos rather than consistency and value. People want stories; they want to be enriched and feel that their time spent scrolling on social media hasn’t been wasted. Value Over Perfection (18:02) Even if you're dropshipping sneakers or selling scented candles, you can use video to offer more than just a product pitch. Video should provide added value. Many still believe in the old model of simply showcasing the product, setting the price, and pointing to a link, a practice that dates back to the 1950s. Modern consumers expect more. Instead of making just one video, think in terms of producing many. For example, if you’re dropshipping sneakers, share interesting content about them. You might give a three-minute intro about Michael Jordan, connecting your product to a broader narrative. Building Authority (20:05) By creating valuable content, you establish yourself as an authority. Don’t just show the product and its price—provide additional value. Many products are indistinguishable from one another, so standing out means offering more. People want to be engaged, not just sold to. The best brands draw people in with valuable content and build a community around it. Long-Term Strategy (22:04) Developing a long-term content marketing strategy and building a community is far more effective if you're playing the long game. It requires stamina and resilience. Small business owners, particularly in wellness sectors like yoga, meditation, nutrition, cosmetics, real estate, life coaching, and more, can benefit from this approach. Many agencies also find our solution valuable because it’s business-ready. Some are already sitting on mountains of content, while others just need a push to start creating. Commitment to Content Creation (23:10) For small businesses looking for moderate success, commitment to content creation is crucial. Experimenting with content creation can be challenging, but it’s worth it. Creating content regularly and overcoming self-consciousness is part of the process. Creating Valuable Content (24:42) Engaging in content creation is vital, even if it feels uncomfortable initially. For example, this conversational interview provides valuable content effortlessly. The information and tips shared are beneficial for viewers, and tools like Munch help streamline the process. By doing interviews and discussions, you generate content that educates and helps your audience. Exploring Video Marketing Formats (25:16) Small businesses should explore various content formats and find their unique angle. Podcasting and different video formats are becoming popular. There’s no one-size-fits-all strategy. Future of Video Marketing (26:01) As for the future of video marketing, it’s challenging to make predictions. Two years ago, no one could have foreseen the current technological landscape. The advent of AI has crossed the "uncanny valley," making it difficult to distinguish between content created by humans and AI. This shift can be both exciting and daunting. Some view it with fear, while others see opportunities. AI and Authenticity (27:15) Personally, I’m not a big advocate for AI avatars as a replacement for human interaction. The effect of the uncanny valley is real, and people have a low tolerance for inauthentic content. The value of genuine human conversation remains strong. Observations on Platform Trends (28:38) I’m trying to feed off of what the platforms are hinting at. TikTok, for example, is adopting an interesting approach by essentially reverse engineering YouTube. They’re pushing for longer content and horizontal videos again, reminiscent of the early days of YouTube. They’re not making these changes arbitrarily; data shows that this approach is effective. Preferences for Video Length (29:14) Personally, I prefer longer content on TikTok. If I see a video that is under 20 seconds, I often scroll past it. I’m more interested in something like a seven-minute linguistics lecture than another internet meme. This suggests that people, including myself, enjoy deep dives into topics and extended conversations. Short vs. Long-Form Content (29:55) I don’t know if my personal interests can be generalized to the entire public, but the platforms are making these changes based on extensive user data. TikTok is now extending the video length threshold to 30 minutes, which indicates that longer videos are less likely to be skipped and more likely to be viewed in full. Does this mean short-form content will die out? I don’t think so. There’s definitely a place for both. Long-form content is great for deep learning and thorough exploration of topics, while short-form content is ideal for quick tips and information, especially for those with shorter attention spans. Behavioral Patterns and Content Formats (31:09) For instance, I listen to webinars and TED Talks at night when I have dedicated time to focus. Social media has been around for about 20 years now, shaping behavioral patterns. Initially, video content was a niche, underground phenomenon on YouTube. Over time, production values soared, and people began making significant income from their YouTube presence. Then Instagram introduced innovations in video content, like IGTV, which was a precursor to Reels. Nobody expected people would accept video content in portrait format, but now it's standard practice. Future of Video Marketing (32:21) I believe the future of video marketing heavily depends on the evolution of devices like smartphones and emerging technologies such as AR and VR. The Apple Vision Pro is an example, though its success is yet to be determined. While the initial design may seem bulky, future iterations will likely become more streamlined. Insights on Apple Vision Pro (33:46) I’m not dismissing the Apple Vision Pro as a flop. Apple usually doesn’t launch products that aren’t well thought out. The Vision Pro might make VR seem more feasible, although it’s unclear how it will evolve. People are already addicted to their phones; VR could be a significant step forward, provided it becomes more practical and less cumbersome over time. Munch’s Progress and Future Plans (35:07) At Munch, we’re working hard and have recently raised our seed round in a challenging venture capital environment. We’re grateful for the support, as raising capital today indicates real belief in our potential. We’re developing a product that caters to various users—from one-person shops and small agencies to larger media departments and broadcasting companies. Our diverse client base reflects the quality and versatility of our product. (37:21) I’ve tried Munch myself and found it to be a highly effective tool. I appreciate these conversations as they help share valuable tips with SMB owners and those entering the video marketing space. Jonathan, thank you for joining today. For those serious about improving their video marketing, now is the time to start. Consistency is key—make videos, build your brand, and get comfortable with the process. Results will follow, as we’ve seen from many success stories. (38:13) If you’re ready to dive into video marketing this year, visit gun.com to start your free trial. Thanks again, Jonathan, and thanks to everyone for joining. We look forward to growing our businesses together.

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