Unleashing the Power of Word of Mouth and AI-Generated Content in Growth Marketing


Hatched by Glasp

Aug 06, 2023

4 min read


Unleashing the Power of Word of Mouth and AI-Generated Content in Growth Marketing


Word of Mouth (WOM) and AI-generated content are two powerful tools that can significantly impact growth marketing strategies. While WOM allows businesses to tap into the influence of active users, AI-generated content provides efficiency and endless creative possibilities. In this article, we will explore the concept of the WOM Coefficient and how it can be calculated and validated. Additionally, we will delve into the realm of AI-generated content and its potential implications for content marketing in the future.

The WOM Coefficient:

The WOM Coefficient is a metric that predicts new word of mouth users based on the behavior of active users. By analyzing changes in the coefficient over time and in relation to other marketing channels and product releases, businesses can gain insights into the impact of WOM on their growth. Calculating the WOM Coefficient can be done in different levels of complexity, ranging from basic Google Analytics filters to advanced econometrics techniques.

Step-by-Step Guide to Finding the WOM Coefficient - Light Version:

  • 1. Define the denominator as returning users.
  • 2. Define the numerator as direct and brand search traffic, which represents word of mouth referrals.
  • 3. Run the analysis and export data to identify trends and forecast growth.

Validation and Advanced Analysis:

In cases where the light or medium version of the WOM Coefficient analysis is not sufficient, more complex methods like econometrics can be employed. Econometrics involves expanding the analysis to include multivariate regression, which accounts for additional variables and provides a more accurate understanding of the impact of WOM.

The Power of Word of Mouth in Growth Marketing:

Word of Mouth plays a critical role in driving growth for businesses, especially in today's saturated market with increased competition and platform control. It is a stable metric that can be used for confident forecasting, and it can be influenced through product and marketing activities. By understanding the WOM Coefficient and its relationship to active users, businesses can harness the power of word of mouth to propel their growth strategies.

AI-Generated Content: A Guide to the New Era of Content Marketing:

Artificial Intelligence (AI) has revolutionized content marketing by providing tools that can generate content en masse. While AI excels in efficiency and generating fresh ideas, it lacks the human touch and lived experiences that humans can bring to the table. Incorporating AI-generated content into marketing strategies requires careful consideration and fact-checking.

Navigating the AI Transition:

To successfully navigate the AI transition in content marketing, it is important to have a clear destination in mind. AI tools offer a wide variety of options, but it is crucial to choose topics and prompts that align with your brand's objectives. Fact-checking becomes even more crucial in the era of AI-generated content to maintain accuracy and credibility.

The Future of AI-Generated Content and Growth Marketing:

As AI-generated content becomes more prevalent, it is predicted that search engine result pages (SERPs) will become saturated with AI copycat content. This will impact SEO strategies, shifting the focus towards thought leadership and the importance of bylines and author expertise. Humans will have the opportunity to shift their focus from low-grade tasks to strategic planning. Diversifying content approaches and prioritizing information gain will be key in staying ahead in the evolving landscape of content marketing.

Actionable Advice:

  • 1. Regularly calculate and monitor your WOM Coefficient to identify trends and forecast growth accurately.
  • 2. Experiment with AI-generated content while ensuring that it is fact-checked and aligned with your brand's objectives.
  • 3. Adapt your content marketing strategies to the changing landscape by diversifying content approaches and prioritizing information gain.


Word of Mouth and AI-generated content are two powerful forces that can drive growth in marketing. By understanding and utilizing the WOM Coefficient, businesses can tap into the influence of active users and forecast growth accurately. Incorporating AI-generated content requires careful consideration and fact-checking to maintain credibility. As the future of content marketing evolves with AI, businesses must adapt their strategies to stay ahead and leverage the full potential of these transformative tools.

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