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<v Speaker 1>This is the Full Funnel bt B Marketing podcast, brought

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<v Speaker 1>to you by Full Funnel Doto.

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<v Speaker 2>Let's start. Hey everyone, and sorry for the delay. I

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<v Speaker 2>just have heard from the undre that she has some

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<v Speaker 2>technical issues when trying to join the live podcast, so

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<v Speaker 2>I just decided to not to leave you alone and

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<v Speaker 2>not understanding what's happening. So while we're waiting for help,

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<v Speaker 2>I just wanted to share with you guys that in

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<v Speaker 2>two weeks we're going to host our sevens annual Full

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<v Speaker 2>Funnel Summit.

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<v Speaker 3>And I dropped the link in the chat.

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<v Speaker 2>Were already have more than one thousand sign ups.

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<v Speaker 3>All across the globe.

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<v Speaker 2>There were a lot of questions about the agenda and yeah,

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<v Speaker 2>I'm really sorry if the sign up process wasn't the

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<v Speaker 2>most convenient one and we needed to maybe add the

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<v Speaker 2>agenda to themand website. So anyhow, I wanted to describe

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<v Speaker 2>you how we typically host the signed so you can plant.

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<v Speaker 2>We have three days and we have three signed tracks

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<v Speaker 2>and every day we'll have five live keynotes, so you

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<v Speaker 2>guys welcome to join. All sessions will be live. There

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<v Speaker 2>are no pre recorded sessions, no product pitches, etc. So

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<v Speaker 2>you can join us anytime and everybody who has signed up,

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<v Speaker 2>you'll get access to all the recordings so you can

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<v Speaker 2>talk to speakers, you can ask all the questions live,

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<v Speaker 2>and our entire goal is to drive the knowledge from

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<v Speaker 2>people who are in the trenches to our community. Just

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<v Speaker 2>avoid any AI slob and any conversations about the nonsense

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<v Speaker 2>that is happening right now everywhere.

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<v Speaker 3>So that's the goal.

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<v Speaker 2>And I see the Andre gent as the Andra click

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<v Speaker 2>go and stage and you can join the life should

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<v Speaker 2>be a green bottom.

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<v Speaker 3>Hello all, good to see you.

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<v Speaker 1>Good, I see you. I'm sorry I got stuck on

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<v Speaker 1>an elevator. Quite an experience that happens.

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<v Speaker 2>But the good thing is that you have joined us,

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<v Speaker 2>and that's the.

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<v Speaker 3>Most important one. So cool.

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<v Speaker 2>Today we have, as we have already announced, today we

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<v Speaker 2>have the Undra Escabar, founder and CEO at Content Agency DISTINCTIL,

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<v Speaker 2>and as promised, we're going to dive into the bit

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<v Speaker 2>to B content fly wheels as the new approach to

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<v Speaker 2>the content stread right the way how we need to

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<v Speaker 2>think about the content today, considering all the changes in

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<v Speaker 2>social algorithm, considering the changes in the organic search right,

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<v Speaker 2>and the way how the search platforms are behaving.

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<v Speaker 3>So that's the goal.

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<v Speaker 2>As always, you guys are very welcome to ask any

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<v Speaker 2>questions and we are going to cover them live and

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<v Speaker 2>let us know. Please where you all join us from.

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<v Speaker 2>Let us know in the chat and where you are

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<v Speaker 2>right now there.

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<v Speaker 1>I am in Mexico City, actually so super super nice here,

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<v Speaker 1>nice weather as you can see.

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<v Speaker 2>Nice press from northwest India and I got to see you.

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<v Speaker 2>And there's such a pity designate coincidence with European AB

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<v Speaker 2>and Forum PI.

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<v Speaker 3>It is what it is.

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<v Speaker 2>We can't do anything about this. Fronts are from friends.

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<v Speaker 2>My neighbor got to see you, Kelly from Florida. I

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<v Speaker 2>got to see you nice again. We have our international audience.

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<v Speaker 2>So cool to see you guys again. Anytime you want

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<v Speaker 2>to ask the question, just feel free to drop it

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<v Speaker 2>in the chat and we'll make the sure. We'll make

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<v Speaker 2>sure we'll cover it well. I would love to kick

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<v Speaker 2>it off. I just read some stats from your partner

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<v Speaker 2>in crime, Sarah, when she was promoting the sim Rush

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<v Speaker 2>report about the organic search and basically, according to sim Rush,

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<v Speaker 2>fifty seven percent of marketers report decline in organic search

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<v Speaker 2>traffic right and only twenty six percent see any revenue

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<v Speaker 2>impact at the same time. I was a couple of

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<v Speaker 2>weeks ago, I was writing a newsletter about the format

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<v Speaker 2>the content formats that are working right now in B

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<v Speaker 2>to B and I just was going through the analysis

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<v Speaker 2>of what's happening with LinkedIn. Right, everybody is complaining about

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<v Speaker 2>the reach going down, which is absolutely true and by fact,

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<v Speaker 2>I I have seen one research whether researchers claimed that

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<v Speaker 2>in Q three, twenty twenty five, organic creach hit its

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<v Speaker 2>lowest level, just going sixty five percent. I compare it

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<v Speaker 2>like a few days ago. I just compared my stats.

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<v Speaker 2>It's fifty two percent down compared to the same period.

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<v Speaker 2>The yeah go and yeah. Also another stats about the

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<v Speaker 2>company's pages. Right, the company's pages also lost visibility in

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<v Speaker 2>the news feed, kind of making maybe two percent of

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<v Speaker 2>the news feed. But what that's really interesting, Uh, when

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<v Speaker 2>we were chatting with you, and obviously looking at some

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<v Speaker 2>of your LinkedIn posts, you have clients that, despite of

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<v Speaker 2>all of this, they are crushing with linked In. They

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<v Speaker 2>have good reach, they have good engagement, they have good

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<v Speaker 2>open rates with the newsletters. Right, And obviously that requires

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<v Speaker 2>that you need to change your approach. I know that

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<v Speaker 2>you speak a lot about the content. Let grows right,

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<v Speaker 2>But this means that you need to go from static

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<v Speaker 2>content calendars to the content fly wheels right where every

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<v Speaker 2>piece of content is built on the previous one. So

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<v Speaker 2>you have the compound interest and now go into the

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<v Speaker 2>practical part.

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<v Speaker 3>That's a long intro.

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<v Speaker 2>Can you explain how that framework works and why it

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<v Speaker 2>works and maybe if you want, you can walk us

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<v Speaker 2>through Distinctive or any of the clients.

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<v Speaker 1>Yeah, so, first of all, thank you so much for

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<v Speaker 1>having me, and hello to everyone in the chat. Great

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<v Speaker 1>to see people from all over the place. I lived

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<v Speaker 1>in France for a year, I've been to Croagia to

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<v Speaker 1>speak at conferences, lived in Spain for like three months,

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<v Speaker 1>so really cool to see some some places that I've

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<v Speaker 1>been either living or been there before. Second of all, yes,

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<v Speaker 1>so I think for a little bit of context for everyone,

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<v Speaker 1>we kind of need to before we find strategies and

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<v Speaker 1>solutions to how to solve the reach throttling, how to

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<v Speaker 1>solve my LinkedIn isn't working as it was before. To

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<v Speaker 1>solve how do I actually make money out of content?

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<v Speaker 1>We need to understand why did it change? Like why

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<v Speaker 1>is it that we're living through what we're living through

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<v Speaker 1>as marketers as founders, as head of growths, where we

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<v Speaker 1>know content is important and we need to use it

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<v Speaker 1>to either grow our personal brands or grow our companies.

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<v Speaker 1>But why was it that there's such a huge shift

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<v Speaker 1>a year or two years from now? And it's because

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<v Speaker 1>the game changed? What does that mean? Most content strategies

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<v Speaker 1>we built a few years ago ago were built for

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<v Speaker 1>a world that no longer exists. Why because a little

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<v Speaker 1>friend called katchob T came along. So what happened with

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<v Speaker 1>chatchubu te They not only is it now not only

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<v Speaker 1>just chatchbut but now we have Mistroll, Now we have Claude,

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<v Speaker 1>Now we have Lama Meta, Gemini, Deep Seek. Like there

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<v Speaker 1>are so many tools out there now that allow two things.

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<v Speaker 1>One for people to access information a lot easier. So

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<v Speaker 1>why am I going to scroll on LinkedIn read a

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<v Speaker 1>long post just to get a how to information guide?

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<v Speaker 2>Right?

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<v Speaker 1>Like? When I could just ask my little assistant chatchoob

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<v Speaker 1>T and it'll give me an answer right away and

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<v Speaker 1>it'll be a pretty decent answer. Second is because now

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<v Speaker 1>the people that were creating content before that, they had

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<v Speaker 1>to actually write and take a long time. Now anyone

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<v Speaker 1>can write content, So there is so much spam out there,

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<v Speaker 1>so for you to be able to come in front

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<v Speaker 1>of everybody, you have to try to get out of

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<v Speaker 1>all of that noise. So because the game changed, not

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<v Speaker 1>only do we have organic reach is throttled. AI rewrote

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<v Speaker 1>the rules, but now we also have search everywhere. So

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<v Speaker 1>before it was pretty easy, you know, Okay, I go

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<v Speaker 1>to Google and I search for something. I scroll on

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<v Speaker 1>LinkedIn to get some sort of like inspiration from the

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<v Speaker 1>people I like. Now it's like I can go on

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<v Speaker 1>to any of these tools. I can go onto YouTube,

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<v Speaker 1>I can go into Reddit, I can go So discovery

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<v Speaker 1>is just fragmented across ten different services. So for this reason,

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<v Speaker 1>I've been working with clients because I have a content

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<v Speaker 1>marketing agency myself. If anyone here is panicking over organic

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<v Speaker 1>reach or anything like that, imagine how I was panicking

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<v Speaker 1>a few months ago. I literally have an agency that

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<v Speaker 1>does this, and I was like, oh my god, I

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<v Speaker 1>was getting like what Andrey said, I was getting one

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<v Speaker 1>hundred k impressions on post fifty k twenty k, and

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<v Speaker 1>now a post hits twenty k max, and I'm like, oh,

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<v Speaker 1>I went viral, Like it's crazy the amount of numbers

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<v Speaker 1>that changed, and One, it's hard for our ego because

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<v Speaker 1>it's not easy to see big numbers and then have

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<v Speaker 1>to accept the smaller ones. And two it's also scary

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<v Speaker 1>because at least myself, I have a content marketing agency

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<v Speaker 1>that does this for clients. I was like, Okay, I'm

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<v Speaker 1>out of business. This is it. I'm going to go

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<v Speaker 1>sell and panas in Colombia. By the way, I'm Colombian,

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<v Speaker 1>so it's like, this is it? Like what am I

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<v Speaker 1>going to do? And the solution we found and what

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<v Speaker 1>Andrea was saying is we've getting We've been getting insane

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<v Speaker 1>numbers with the new strategy we've built, and it's because

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<v Speaker 1>we've built it around different strategies so to be more tactical.

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<v Speaker 1>The first one is what I call content flywheels. So

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<v Speaker 1>instead of just let's say, putting all our eggs on LinkedIn,

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<v Speaker 1>we make sure to actually build something that works for

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<v Speaker 1>us and doesn't have us trying to post on one

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<v Speaker 1>platform and another platform and nothing is really connected. So

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<v Speaker 1>we make sure that every single of our clients has

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<v Speaker 1>the rented media, so something where we can get big

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<v Speaker 1>eyeballs let's say a YouTube, let's say a LinkedIn, and

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<v Speaker 1>then an owned media anything that has to do with

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<v Speaker 1>a newsletter, something that you can actually have the emails.

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<v Speaker 1>So that would be my main, main, main, main, and

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<v Speaker 1>most important strategy you have for yourself or for a company.

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<v Speaker 1>You need to own your audience somewhere, because maybe reach

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<v Speaker 1>dies even more, maybe reach goes up, maybe you get

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<v Speaker 1>banned from a platform, maybe your company, you leave your company,

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<v Speaker 1>or whatever it is that you really need to be

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<v Speaker 1>owner of something, and the best thing you can own

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<v Speaker 1>is emails. So that's the first strategy we came in,

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<v Speaker 1>and the amount of revenue we've been able to bring

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<v Speaker 1>our clients has been insane through email. So we use

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<v Speaker 1>LinkedIn as being able to get eyeballs and we push

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<v Speaker 1>them to the newsletter. Then the second strategy, and that's

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<v Speaker 1>why I also think like we've been able to get

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<v Speaker 1>such insane numbers on LinkedIn for our clients is we

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<v Speaker 1>stopped playing the old playbook. And the problem with us

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<v Speaker 1>old influencers of LinkedIn the ogs is that it's really

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<v Speaker 1>hard for us to adapt because we're used to what

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<v Speaker 1>we were doing before and we just keep we just

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<v Speaker 1>keep forcing the fact that we want what worked before

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<v Speaker 1>to keep working and what we do with newer clients

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<v Speaker 1>is we don't play with the old playbook. We've been

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<v Speaker 1>doing newsjacking, brand jacking, so many different name jacking, different

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<v Speaker 1>strategies around it, and they've been absolutely blowing up. So

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<v Speaker 1>my two to answer the next question you have is like,

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<v Speaker 1>how are we managing to get these numbers is we're

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<v Speaker 1>just not playing the old playbook. We're playing a content

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<v Speaker 1>flywheel playbook which feeds in different media and allows them

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<v Speaker 1>to actually build revenue through different channels because again searches everywhere,

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<v Speaker 1>people are all over the place. And then two, we

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<v Speaker 1>stopped playing the old playbook and we've been playing new

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<v Speaker 1>strategies that are working. And that's why even some smaller

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<v Speaker 1>accounts are beating us the ogs because they don't have

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<v Speaker 1>that old LinkedIn mindset and they're playing around with different

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<v Speaker 1>type of strategy. Is So that would be my two

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<v Speaker 1>answers for that.

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<v Speaker 3>I love it.

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<v Speaker 2>So if maybe you can just walk us through any example,

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<v Speaker 2>just Ininctiva or any client, you don't need to name it,

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<v Speaker 2>but just to give an idea how that looks like. Right,

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<v Speaker 2>So let's say we have two parts here, right, we

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<v Speaker 2>have own media, we have rented media. Makes perfect sense

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<v Speaker 2>and honestly, the narrative, the right narrative about having own

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<v Speaker 2>media has been here for years, but companies that was always,

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<v Speaker 2>from my humble opinion, absolutely relevant argument newsletters, so that

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<v Speaker 2>who is going to read the newsletters?

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<v Speaker 3>Right?

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<v Speaker 2>But the truth is completely opposite. But that's another story.

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<v Speaker 2>So we have this and then we have like you said,

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<v Speaker 2>we still have the thought leadership done in a different format.

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<v Speaker 3>Right.

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<v Speaker 2>So what I'm wondering if you can just maybe walk

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<v Speaker 2>us through an action of example, these are the posts

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<v Speaker 2>that we're published, and then for example we combine this

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<v Speaker 2>and kate a new sletter and well do YouTube? How

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<v Speaker 2>that looks like and how the distribution looks like.

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<v Speaker 1>Yeah, so I work with companies like SEM, Rush, Hay,

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<v Speaker 1>reach Backlinko, some pretty big, let's say, like SaaS companies.

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<v Speaker 1>And it's funny because you would think that the companies

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<v Speaker 1>with the most budget would be the ones doing the

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<v Speaker 1>most and usually it's never like that. You see, like

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<v Speaker 1>the scrappy startups that they have a newsletter, they have

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<v Speaker 1>a YouTube, they have a LinkedIn profile, they actually are

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<v Speaker 1>building this flywheel. But then bigger companies they weren't really

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<v Speaker 1>doing that. And what we found out, for example with

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<v Speaker 1>with SEM Rush and Backlinko. They were great at blogs

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<v Speaker 1>like they've always been, you know, like the SEO place

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<v Speaker 1>to go. But with the the new LLM coming in,

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<v Speaker 1>the new llm's coming in and deciding what the sites

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<v Speaker 1>and making things a lot more complicated. They also saw,

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<v Speaker 1>oh my god, we need to be on different channels.

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<v Speaker 1>YouTube is a really good place. Newsletters LinkedIn, So we've

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<v Speaker 1>been building all of their executives LinkedIn and to walk

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<v Speaker 1>you guys through what a flywheel would look like. So

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<v Speaker 1>for example, for our client backlink Code, what we do

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<v Speaker 1>is they create a blog. So there has to be

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<v Speaker 1>a source of subject matter expertise, because the problem with

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<v Speaker 1>a lot of content flywheels or people trying to build

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<v Speaker 1>you know, on different channels be everywhere is they're not

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<v Speaker 1>even sourcing from a place that actually has genuine value

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<v Speaker 1>and then they're just putting anything everywhere. So there has

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<v Speaker 1>to be a source of subject matter expertise. Let's say

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<v Speaker 1>you have someone you work at a company where you

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<v Speaker 1>are not the subject matter expert, where you're the head

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<v Speaker 1>of marketing of that company, and let's say you guys

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<v Speaker 1>are selling something about like cybersecurity or something you don't

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<v Speaker 1>really know. You need to find a way to put

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<v Speaker 1>that subject matter expertise in one platform and in a

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<v Speaker 1>long form one because if you managed to put that

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<v Speaker 1>in one place, it's going to be a lot easier

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<v Speaker 1>to do the repurposing on other different channels. And the

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<v Speaker 1>problem is we try to create a content flywheel from

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<v Speaker 1>one source that doesn't have enough subject matter expertise. In

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<v Speaker 1>this case, for backline Co, their blog has a ton

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<v Speaker 1>of subject matter expertise because they go and hire SEO

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<v Speaker 1>experts to write their blog to they find someone that

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<v Speaker 1>had a good strategy and they get them to write

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<v Speaker 1>the blog. So the blogs are full of a lot

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<v Speaker 1>of a lot of interesting, valuable insights and their long

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<v Speaker 1>form so they allow us to be able to extract

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<v Speaker 1>and create from the other side. The problem when you

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<v Speaker 1>try to create a content flywheel that sources from LinkedIn,

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<v Speaker 1>it's too short form, it's too instant, it's too trend based.

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<v Speaker 1>So you're gonna have a hard time because you're like,

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<v Speaker 1>how am I gonna make this tiny little post into

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<v Speaker 1>five different channels? Like Deandro said, it was so easy,

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<v Speaker 1>and I can do one site multiple channels, each of

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<v Speaker 1>them have a different job. But it's just it's just

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<v Speaker 1>not possible. That's because you're starting from a place that

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<v Speaker 1>isn't giving you enough information. So what we do with

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<v Speaker 1>BACKLINKO is we know that and this source of information

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<v Speaker 1>can be different. Maybe you guys aren't doing se blog

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<v Speaker 1>and maybe it's like a webinar like this one. You

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<v Speaker 1>guys can literally grab my transcript and create a blog

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<v Speaker 1>out of it, a step by step process, then a

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<v Speaker 1>LinkedIn post and a carousel, and there's so many things

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<v Speaker 1>that can come out of there. But find that source

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<v Speaker 1>where you're going to be able to extract the most

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<v Speaker 1>knowledge that is long form. So what we do, for example,

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<v Speaker 1>is we get the blog from the blog, we create

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<v Speaker 1>a YouTube video. So the YouTube video is script everything animated,

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<v Speaker 1>it goes there. The YouTube video is then posted on

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<v Speaker 1>the head of Growth's LinkedIn page, which we've grown from

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<v Speaker 1>zero to thirty five k now and we promote the

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<v Speaker 1>YouTube channel so his people are coming back to the

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<v Speaker 1>YouTube channel. And YouTube is an amazing format to actually

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<v Speaker 1>build trust because people are spending so much time with you,

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<v Speaker 1>they're seeing you. And in today's world, I am seeing

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<v Speaker 1>a huge bet on B to B companies and bigger

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<v Speaker 1>companies moving to YouTube because it's the only one that

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<v Speaker 1>still hasn't been able to be attacked by AI. Avatars

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<v Speaker 1>are coming, for sure, but it's like a place where

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<v Speaker 1>you can actually you know, showcase, go longer form and

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<v Speaker 1>if someone has spent twelve minutes, fifteen minutes, twenty minutes

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<v Speaker 1>with you. I just started my YouTube channel. We've worked

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<v Speaker 1>with a lot of clients on YouTube, but I just

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<v Speaker 1>started my YouTube channel like three weeks ago and I've

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<v Speaker 1>already signed like three clients out of it. You know

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<v Speaker 1>how long it took me on LinkedIn to sign my

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<v Speaker 1>first client. I had to post for like two years

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<v Speaker 1>before I actually started something. So the amount of trust,

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<v Speaker 1>it's a lot of work. It's one of the heaviest

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<v Speaker 1>platforms to actually build on because it's like long form

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<v Speaker 1>editing animation, but it's really good. Then from the YouTube channel,

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<v Speaker 1>we then push to their newsletter, so their newsletter promotes,

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<v Speaker 1>their LinkedIn post promotes their blog, promotes their YouTube channel,

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<v Speaker 1>and then we create a carousel out of all of that.

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<v Speaker 1>So I don't know, do you think can I share

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<v Speaker 1>my screen here any change? Yeah?

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<v Speaker 3>Of course?

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<v Speaker 1>How does that work?

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<v Speaker 2>On the left side, you should have this screen share

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<v Speaker 2>the tiny icon with the display.

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<v Speaker 1>Screen Okay, so how does that look in practice? This

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<v Speaker 1>is basically what it looks like. Right, So blog goes

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<v Speaker 1>into this was about if you guys see here, This

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<v Speaker 1>was about generative generative engine optimization, how to win an

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<v Speaker 1>AI search. Full on blog, very good subject matter expert

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<v Speaker 1>here wrote it. Then we come in and we create

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<v Speaker 1>a YouTube video out of it. It was the first YouTube,

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<v Speaker 1>one of the first YouTube videos we posted on that

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<v Speaker 1>channel three kviews, which is really good for a channel

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<v Speaker 1>that literally has zero followers. Then that same blog turned

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<v Speaker 1>into the newsletter. The newsletter is promoting people to go

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<v Speaker 1>to the YouTube video. The newsletter is also promoting people

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<v Speaker 1>to go to the LinkedIn post. The LinkedIn post is

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<v Speaker 1>promoting people to go to the YouTube, and then the

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<v Speaker 1>blog is created into a carousel that also performed extremely well.

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<v Speaker 1>So as you can see, it just saves so much

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<v Speaker 1>time for marketers, for founders who people wanted to build

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<v Speaker 1>a brand, for people overwhelmed with the whole AI is everywhere,

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<v Speaker 1>I need to be everywhere.

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<v Speaker 3>Love it.

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<v Speaker 2>That's actually an awesome example. While you was sharing, there

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<v Speaker 2>were a couple of questions, So maybe I try to

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<v Speaker 2>answer them, but maybe I can just give you a perspective. So,

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<v Speaker 2>first of all, the question about the old playbook, what

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<v Speaker 2>do you mean by this? I just said that, and

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<v Speaker 2>I'm curious. OBJECTS said, yeah, yes, I said that the

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<v Speaker 2>old playbook. When it comes to content, right, how I

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<v Speaker 2>was thinking about it. Typically there is a content plan, right.

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<v Speaker 2>The content plan is based on the keywords, right. Everybody

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<v Speaker 2>wants to write for the keyword with the highest possible traffic,

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<v Speaker 2>lower competition.

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<v Speaker 3>Right.

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<v Speaker 2>Then the content is created, the content is published maybe

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<v Speaker 2>on a few companies pages on Facebook, linked and Twitter, etc.

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<v Speaker 3>There is no distribution. We have cale in place, right,

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<v Speaker 3>and that's it.

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<v Speaker 2>And then in the best case scenario, the company works

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<v Speaker 2>with agency, right, and then kind of pushes that agency

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<v Speaker 2>to get the backlinks for that content. So likely the

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<v Speaker 2>content will the rent and you'll get the organic traffic.

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<v Speaker 3>Right.

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<v Speaker 2>But let me know if if you would at any

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<v Speaker 2>and or maybe you define it differently.

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<v Speaker 1>Yeah, so there is exactly what you said. I This

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<v Speaker 1>is actually a presentation I did at a conference in Belgrade, Serbia.

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<v Speaker 1>So it's pretty cool because we're talking about the same

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<v Speaker 1>topic and a lot of things are easier maybe to

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<v Speaker 1>see visually, But it's exactly what you said before. It

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<v Speaker 1>was a calendar. It was you plan something, you publish it,

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<v Speaker 1>It's done, it's over. Each piece is like standalone. It

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<v Speaker 1>has no compounding effect and you're starting from zero every

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<v Speaker 1>single time. With the new strategy in terms of actually

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<v Speaker 1>like content flywheels, is that each piece is feeding the next.

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<v Speaker 1>The content compounds over time and you only have to

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<v Speaker 1>invest once in that insight to be able to get

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<v Speaker 1>a system that runs for you. And the example I

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<v Speaker 1>was giving you guys for example of why it's also

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<v Speaker 1>important for AI. If you guys, you guys are founders,

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<v Speaker 1>head of marketings, vps of girls, whatever your role is,

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<v Speaker 1>or if you have a business yourself, you know that

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<v Speaker 1>A big topic now is like how do I rank

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<v Speaker 1>on AI? How do I get chatpt to recommend my

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<v Speaker 1>tool for to be the best my profile, to be

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<v Speaker 1>the one to follow my agency, to be the one

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<v Speaker 1>to look well. The best way to do that is

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<v Speaker 1>something that I call LLLM seating. So what you do

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<v Speaker 1>is you're planting seats every everywhere to be able to

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<v Speaker 1>get cited by AI. Because what does AI do? AI

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<v Speaker 1>goes and finds from different to seo right like you

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<v Speaker 1>would put a keyword, would go and you find it

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<v Speaker 1>and that's it. So Google would just make sure that

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<v Speaker 1>you had it was really easy to game it with

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<v Speaker 1>stuffing a bunch of keywords so that you can get

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<v Speaker 1>in the first place and that's it. So you would

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<v Speaker 1>go to Google, you'd click on the first blue link,

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<v Speaker 1>you would get your information. You would leave. Now because

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<v Speaker 1>it's different and AI search works in a different way,

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<v Speaker 1>like you can show here. Before the classical search was

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<v Speaker 1>just check Google, visit, website, money, that's it. Now it's

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<v Speaker 1>like AI search tool. Then they see all these other tools,

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<v Speaker 1>then they recognize the brand, and then they finally decide

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<v Speaker 1>to search for the brand directly. So it was predictable.

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<v Speaker 1>It was one path and it was one winner. Now

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<v Speaker 1>it's pulling from everywhere. So now you have to think

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<v Speaker 1>in pro of what the future is going to look like,

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<v Speaker 1>and the best way to do that is to do

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<v Speaker 1>LLLM seating. So if you start seating in LinkedIn, in YouTube,

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<v Speaker 1>in reddits, in medium, substack, newsletters, guest post pr this

423
00:23:53.480 --> 00:23:56.160
<v Speaker 1>that we're doing right here. If this goes, for example,

424
00:23:56.240 --> 00:24:00.759
<v Speaker 1>on a YouTube channel, everything I'm saying, the LMS can

425
00:24:00.799 --> 00:24:03.920
<v Speaker 1>go and grab the transcript and now they have more

426
00:24:03.920 --> 00:24:08.160
<v Speaker 1>information about Deander Escobar. So if I go into chattypt, Claude,

427
00:24:08.160 --> 00:24:10.519
<v Speaker 1>whatever tool you use right now, and I say, who

428
00:24:10.599 --> 00:24:13.400
<v Speaker 1>is Deander Escobar, how are they getting that information? They

429
00:24:13.400 --> 00:24:15.920
<v Speaker 1>aren't just facing themselves on what I say I am

430
00:24:16.000 --> 00:24:18.720
<v Speaker 1>on LinkedIn. They're also going to look on every single

431
00:24:18.799 --> 00:24:22.200
<v Speaker 1>other place and every single other platform to see if

432
00:24:22.240 --> 00:24:25.799
<v Speaker 1>that narrative is coherent and cohesive to actually give the

433
00:24:25.880 --> 00:24:28.359
<v Speaker 1>user a right answer. So what do you need to do?

434
00:24:28.400 --> 00:24:31.880
<v Speaker 1>You need to start planting seeds everywhere so that when

435
00:24:32.000 --> 00:24:34.920
<v Speaker 1>the AI goes and searches in one place, searches in

436
00:24:34.960 --> 00:24:37.240
<v Speaker 1>the other, searches the other place, like oh okay, the coherent

437
00:24:37.319 --> 00:24:40.960
<v Speaker 1>narrative between all of these places is this, and then

438
00:24:41.000 --> 00:24:44.920
<v Speaker 1>it harvests the actual answer. So that's why it's so important.

439
00:24:44.920 --> 00:24:46.680
<v Speaker 1>And it's also so important for you to go and

440
00:24:46.759 --> 00:24:49.839
<v Speaker 1>check where maybe your narrative isn't correct. If maybe you

441
00:24:49.920 --> 00:24:52.799
<v Speaker 1>got featured in a blog where now it's different to

442
00:24:52.839 --> 00:24:55.079
<v Speaker 1>what you are currently doing at your company, go get

443
00:24:55.119 --> 00:24:58.240
<v Speaker 1>that changed. When you are on a podcast or when

444
00:24:58.240 --> 00:25:00.640
<v Speaker 1>you're on something, make sure to be very clear who

445
00:25:00.640 --> 00:25:04.079
<v Speaker 1>you are and what you do. Like, Hi, I'm DeAndre Ascobar.

446
00:25:04.200 --> 00:25:07.359
<v Speaker 1>I'm the founder of the Sindia, co founder of the Workflow,

447
00:25:07.640 --> 00:25:11.160
<v Speaker 1>and we build content engines on LinkedIn, newsletter and YouTube.

448
00:25:11.559 --> 00:25:13.920
<v Speaker 1>That that I just said, if it's grabbed by an

449
00:25:14.200 --> 00:25:17.160
<v Speaker 1>LLM and the transcript, they have the same information, because

450
00:25:17.160 --> 00:25:19.720
<v Speaker 1>I've said in every other podcast I've ever been. So

451
00:25:19.759 --> 00:25:21.920
<v Speaker 1>that's why it's so important and that's how the old

452
00:25:21.920 --> 00:25:24.559
<v Speaker 1>playbook completely just died because of it.

453
00:25:25.519 --> 00:25:26.119
<v Speaker 3>I love it.

454
00:25:26.839 --> 00:25:32.400
<v Speaker 2>So a couple of follow up questions questions from Nadezhda.

455
00:25:33.839 --> 00:25:38.599
<v Speaker 2>She asked, is the content actual they've written by subject

456
00:25:39.160 --> 00:25:42.440
<v Speaker 2>sme guys so it was easier to type in the chat.

457
00:25:42.799 --> 00:25:46.200
<v Speaker 2>Sme means subject matter expert. So is the long form

458
00:25:46.240 --> 00:25:49.720
<v Speaker 2>piece actually written by subject matter expert? So, I said,

459
00:25:49.759 --> 00:25:53.160
<v Speaker 2>So it's ideal scenario, but typically it's not the case.

460
00:25:53.559 --> 00:25:57.720
<v Speaker 2>So usually the content team interviews, records the interior, transcribes

461
00:25:57.759 --> 00:26:01.880
<v Speaker 2>that intereo and creates the piece of con right, because

462
00:26:02.480 --> 00:26:07.960
<v Speaker 2>like Nadesda said, it's it's a challenge to make sure

463
00:26:08.039 --> 00:26:12.119
<v Speaker 2>that subject matter experts contribute and to make them right.

464
00:26:12.200 --> 00:26:16.680
<v Speaker 2>It's literally impossible, right, So any tips on how to

465
00:26:16.759 --> 00:26:20.599
<v Speaker 2>get subject matter experts on this introo is literally what

466
00:26:20.759 --> 00:26:24.319
<v Speaker 2>means how to make sure that they care about that process.

467
00:26:25.000 --> 00:26:29.680
<v Speaker 1>So that is the hardest thing in content when the

468
00:26:29.720 --> 00:26:33.039
<v Speaker 1>person that is creating the content isn't the subject matter expert.

469
00:26:33.720 --> 00:26:40.279
<v Speaker 1>And it's kind of it's kind of sad, let's say,

470
00:26:40.319 --> 00:26:44.640
<v Speaker 1>quote unquote, if that's the right word, because honestly, and

471
00:26:44.759 --> 00:26:47.759
<v Speaker 1>I'm a person that posts on LinkedIn myself, but I

472
00:26:47.799 --> 00:26:50.400
<v Speaker 1>started growing on LinkedIn when I was twenty two years old.

473
00:26:50.519 --> 00:26:54.799
<v Speaker 1>I lived in Colombia, had no experience. And it's not

474
00:26:54.880 --> 00:26:57.759
<v Speaker 1>to put myself down, but I'm one hundred percent sure

475
00:26:57.759 --> 00:26:59.880
<v Speaker 1>that at that time that I started blowing up on

476
00:27:00.319 --> 00:27:03.359
<v Speaker 1>there was someone a lot more experienced than me, a

477
00:27:03.440 --> 00:27:06.359
<v Speaker 1>lot more expert in their subjects. But why did I

478
00:27:06.440 --> 00:27:09.839
<v Speaker 1>actually start growing Because I had something of the Dunan

479
00:27:09.920 --> 00:27:12.880
<v Speaker 1>Kruger effect, which is like the amount of peak stupid,

480
00:27:12.920 --> 00:27:14.880
<v Speaker 1>which is like you just have confidence because you don't

481
00:27:14.880 --> 00:27:17.680
<v Speaker 1>know anything and you still post. The problem with subject

482
00:27:17.680 --> 00:27:19.960
<v Speaker 1>matter experts is because they know so much and they

483
00:27:20.000 --> 00:27:22.160
<v Speaker 1>kind of most of don't even care about like social

484
00:27:22.200 --> 00:27:24.319
<v Speaker 1>media and a lot of stuff, is that they're the

485
00:27:24.319 --> 00:27:27.000
<v Speaker 1>ones that post the least. Like, honestly, the people that

486
00:27:27.119 --> 00:27:29.599
<v Speaker 1>know the most are probably the person that post the least.

487
00:27:29.920 --> 00:27:33.079
<v Speaker 1>So you can expect, let's say, to get someone within

488
00:27:33.200 --> 00:27:35.440
<v Speaker 1>a subject matter expert to create a piece of content

489
00:27:35.559 --> 00:27:38.519
<v Speaker 1>or to want to if they say they they don't

490
00:27:38.640 --> 00:27:41.039
<v Speaker 1>like that. But what you can do, as let's say

491
00:27:41.039 --> 00:27:43.160
<v Speaker 1>a marketer or someone within your team, so you can

492
00:27:43.200 --> 00:27:46.119
<v Speaker 1>hop on a call with them, ask them questions, get

493
00:27:46.119 --> 00:27:49.079
<v Speaker 1>them excited to talk about certain topics in a way

494
00:27:49.119 --> 00:27:51.000
<v Speaker 1>that you know they will be willing to give you

495
00:27:51.039 --> 00:27:54.319
<v Speaker 1>that information. Maybe like forcing them every single day, like

496
00:27:54.359 --> 00:27:56.480
<v Speaker 1>please write a LinkedIn post. Write LinkedIn post is good

497
00:27:56.519 --> 00:27:59.279
<v Speaker 1>for our company, or this or that won't work because

498
00:27:59.559 --> 00:28:01.759
<v Speaker 1>maybe they're just not interested. And something that happens a

499
00:28:01.799 --> 00:28:03.480
<v Speaker 1>lot with people that know the most is that they're

500
00:28:03.519 --> 00:28:06.400
<v Speaker 1>the ones that least want to post because the more

501
00:28:06.400 --> 00:28:08.319
<v Speaker 1>you know, the more ignorant you know you are, and

502
00:28:08.359 --> 00:28:10.240
<v Speaker 1>you know that there's more people that know more than you,

503
00:28:10.319 --> 00:28:12.400
<v Speaker 1>and then it just becomes this whole ball effect where

504
00:28:12.440 --> 00:28:14.359
<v Speaker 1>like the people that know the most and the most

505
00:28:15.079 --> 00:28:17.839
<v Speaker 1>the most experts in their topic are the ones least posting.

506
00:28:18.519 --> 00:28:20.799
<v Speaker 1>So find a way to be able to extract their content.

507
00:28:21.240 --> 00:28:23.000
<v Speaker 1>It's kind of like how I do with my content

508
00:28:23.039 --> 00:28:26.160
<v Speaker 1>marketing agency, what do we do with founders, executives and

509
00:28:26.200 --> 00:28:28.640
<v Speaker 1>people that we are managing their posts because we ghost, right,

510
00:28:28.839 --> 00:28:33.240
<v Speaker 1>we design, we write, we engage, We literally do everything

511
00:28:33.279 --> 00:28:35.559
<v Speaker 1>for them from zero is we just hop on a

512
00:28:35.599 --> 00:28:37.240
<v Speaker 1>call like we're having right now, and we're getting a

513
00:28:37.279 --> 00:28:40.400
<v Speaker 1>conversation and we're able to extract that knowledge from them

514
00:28:40.440 --> 00:28:42.519
<v Speaker 1>in a much more easier way than expecting them to

515
00:28:42.559 --> 00:28:44.920
<v Speaker 1>write a post love it.

516
00:28:45.119 --> 00:28:48.839
<v Speaker 2>I'll just add maybe five cents as kind of another

517
00:28:48.920 --> 00:28:53.400
<v Speaker 2>way how to tackle this. What we do for ourselves

518
00:28:53.440 --> 00:28:56.799
<v Speaker 2>and for the SAWA clients as a part of a

519
00:28:57.240 --> 00:29:01.599
<v Speaker 2>of Aquata ABM programs, we do count based content strategy

520
00:29:01.680 --> 00:29:05.880
<v Speaker 2>planning and it's like two to three hours workshop with

521
00:29:06.759 --> 00:29:10.319
<v Speaker 2>sales leaders with subject matter experts and basically we pick

522
00:29:10.400 --> 00:29:12.920
<v Speaker 2>up this the part of the cluster target and we

523
00:29:13.000 --> 00:29:17.680
<v Speaker 2>pick up one specific use case, primary buyer persona, relevant verticals,

524
00:29:17.960 --> 00:29:21.559
<v Speaker 2>and then do the entire use case decomposition, asking about

525
00:29:21.599 --> 00:29:25.160
<v Speaker 2>the challenges, the status quo. We are dealing with, the

526
00:29:25.240 --> 00:29:30.480
<v Speaker 2>misconceptions and misbeliefs right from the target accounts. Then developing

527
00:29:30.519 --> 00:29:33.359
<v Speaker 2>this big narrative, like you said, so the core like

528
00:29:33.480 --> 00:29:37.200
<v Speaker 2>let's say cornerstone piece of content, right, what like let's

529
00:29:37.240 --> 00:29:39.400
<v Speaker 2>say what type of framework we want to deliver an

530
00:29:39.440 --> 00:29:43.039
<v Speaker 2>our case, We're almost traded just maybe behind the scenes

531
00:29:43.039 --> 00:29:46.400
<v Speaker 2>announcement We're almost READI was our first book, and this

532
00:29:46.480 --> 00:29:50.640
<v Speaker 2>book was purely based on our ABM campaign. It was

533
00:29:51.400 --> 00:29:54.599
<v Speaker 2>all about full final B to B marketing. But the

534
00:29:54.720 --> 00:29:57.680
<v Speaker 2>narrative be twigt it how to survive as B to

535
00:29:57.759 --> 00:30:01.440
<v Speaker 2>B CMO in the era of long sales cycles and AI. Right,

536
00:30:02.000 --> 00:30:05.599
<v Speaker 2>So that this assuming the webinar that we hosted last

537
00:30:05.680 --> 00:30:10.160
<v Speaker 2>year was maybe fifteen hundred sign ups, we didn't even expect.

538
00:30:10.519 --> 00:30:14.480
<v Speaker 2>That's kind of that demand and that interest in that topic.

539
00:30:14.599 --> 00:30:17.599
<v Speaker 2>So all of this happens during the one workshop. Then

540
00:30:17.640 --> 00:30:20.440
<v Speaker 2>you go down you ask all the follow up questions

541
00:30:20.480 --> 00:30:24.519
<v Speaker 2>and literally you spend maybe two to three hours a month,

542
00:30:24.920 --> 00:30:27.640
<v Speaker 2>but you get tons of inputs. You get tons of

543
00:30:27.720 --> 00:30:31.160
<v Speaker 2>questions from sales because they're in the trenches. They provide

544
00:30:31.240 --> 00:30:35.240
<v Speaker 2>kind of additional insights, right, So lots of this becomes

545
00:30:35.319 --> 00:30:39.279
<v Speaker 2>your cornerstone, cornerstone transcript that you can use for the

546
00:30:39.319 --> 00:30:43.240
<v Speaker 2>social pieces of content, for the newsletters, et cetera. So

547
00:30:44.599 --> 00:30:47.039
<v Speaker 2>this is kind of another way of thinking about it.

548
00:30:47.400 --> 00:30:50.559
<v Speaker 2>And we have a couple of questions which I feel

549
00:30:50.680 --> 00:30:54.319
<v Speaker 2>are really relevant. So one is from Tresa and one

550
00:30:54.400 --> 00:31:00.000
<v Speaker 2>from myself. So let me let me formulate it that way.

551
00:31:00.240 --> 00:31:02.640
<v Speaker 2>So let's say if I am a B to B

552
00:31:02.759 --> 00:31:07.480
<v Speaker 2>CMO right, and I want to implement this framework, where

553
00:31:07.519 --> 00:31:10.759
<v Speaker 2>should we start and how to implement that step by step?

554
00:31:11.039 --> 00:31:14.359
<v Speaker 2>Because what Tresas said, I will just bring it right.

555
00:31:14.720 --> 00:31:17.680
<v Speaker 2>Let's say, imagine we have just small team, only two

556
00:31:17.680 --> 00:31:20.279
<v Speaker 2>full time marketers, which is the case for most mid

557
00:31:20.319 --> 00:31:23.640
<v Speaker 2>size was even not midsize are small size companies?

558
00:31:23.720 --> 00:31:23.880
<v Speaker 3>Right?

559
00:31:24.200 --> 00:31:27.559
<v Speaker 2>It feels overwhelming to try to manage so many channels.

560
00:31:27.640 --> 00:31:31.079
<v Speaker 2>But I think, how we need to rephrase this question,

561
00:31:31.480 --> 00:31:34.680
<v Speaker 2>not do you think it's still realistic? But what is

562
00:31:34.759 --> 00:31:38.119
<v Speaker 2>realistic to do with this resources? How would you adjust it?

563
00:31:40.000 --> 00:31:43.480
<v Speaker 1>So, surprisingly enough, it's not only small companies that have

564
00:31:43.559 --> 00:31:46.480
<v Speaker 1>such small marketing teams. There was a study I saw

565
00:31:46.519 --> 00:31:50.079
<v Speaker 1>a few months ago that they interviewed a bunch of

566
00:31:50.119 --> 00:31:52.960
<v Speaker 1>marketers at small teams, media teams, and big teams, and

567
00:31:53.079 --> 00:31:55.559
<v Speaker 1>like the max amount of people was insane. It was

568
00:31:55.599 --> 00:31:58.160
<v Speaker 1>like max ten for like a huge company. Within the

569
00:31:58.200 --> 00:32:02.200
<v Speaker 1>marketing team also, and for example, Anthropics marketing team was

570
00:32:02.279 --> 00:32:05.000
<v Speaker 1>like a one person marketing team for like the longest

571
00:32:05.039 --> 00:32:08.519
<v Speaker 1>and it's like a huge company. So first we need

572
00:32:08.519 --> 00:32:12.200
<v Speaker 1>to understand as marketers that Honestly, it happens a lot

573
00:32:12.319 --> 00:32:14.440
<v Speaker 1>for us to be very overwhelmed, for it to be

574
00:32:14.480 --> 00:32:18.160
<v Speaker 1>only one, two, three, five max ten marketing people within

575
00:32:18.319 --> 00:32:21.960
<v Speaker 1>like a huge company. So we need to be very

576
00:32:21.960 --> 00:32:24.039
<v Speaker 1>smart with our time and our strategy because we have

577
00:32:24.119 --> 00:32:25.839
<v Speaker 1>the CEO on top of us selling. I was like,

578
00:32:26.119 --> 00:32:29.640
<v Speaker 1>what's the KPI? What are the results? How? And You're like, yeah,

579
00:32:29.880 --> 00:32:31.880
<v Speaker 1>I just started the strategy. Can you give me? Can

580
00:32:31.880 --> 00:32:34.319
<v Speaker 1>you give me a few a few months? And honestly,

581
00:32:34.359 --> 00:32:37.519
<v Speaker 1>that happens a lot. So the only thing I know

582
00:32:37.720 --> 00:32:41.279
<v Speaker 1>is scrappy. I've always worked at startups. I've never worked

583
00:32:41.279 --> 00:32:44.000
<v Speaker 1>at a bigger company than ten people before and when

584
00:32:44.000 --> 00:32:46.319
<v Speaker 1>I and I've started a new agency as well as

585
00:32:46.319 --> 00:32:48.359
<v Speaker 1>myself and we're not that many and we manage a

586
00:32:48.359 --> 00:32:50.640
<v Speaker 1>bunch of clients. So what you need to do is

587
00:32:50.720 --> 00:32:52.920
<v Speaker 1>you need to be very very smart with the tools

588
00:32:53.079 --> 00:32:55.799
<v Speaker 1>you use and with the channels you choose to be on.

589
00:32:56.519 --> 00:32:58.480
<v Speaker 1>So anything I would do at the beginning is to

590
00:32:58.480 --> 00:33:03.079
<v Speaker 1>do research, because the only issue, let's say, with podcasts

591
00:33:03.119 --> 00:33:06.359
<v Speaker 1>and conferences is like I can't literally sit down with

592
00:33:06.400 --> 00:33:09.119
<v Speaker 1>each one of you and see what industry you're in,

593
00:33:09.200 --> 00:33:12.599
<v Speaker 1>what resources do you have, who's your ICP, because again,

594
00:33:12.799 --> 00:33:16.720
<v Speaker 1>in marketing, it all depends on that. But the universal

595
00:33:16.759 --> 00:33:18.920
<v Speaker 1>principle that can work for anyone here no matter what

596
00:33:18.960 --> 00:33:23.480
<v Speaker 1>industry they have or what ICP is to do the research. See, Okay,

597
00:33:24.039 --> 00:33:28.880
<v Speaker 1>what are the channels that our ICP is finding information on.

598
00:33:29.400 --> 00:33:33.000
<v Speaker 1>Sometimes we'll have people where I'm like, honestly, maybe YouTube

599
00:33:33.039 --> 00:33:35.480
<v Speaker 1>isn't the place you should be trying, or LinkedIn isn't

600
00:33:35.480 --> 00:33:37.079
<v Speaker 1>the place you should be trying. Maybe you should be

601
00:33:37.160 --> 00:33:39.599
<v Speaker 1>trying Seo, even though people say SEO is dead, Like

602
00:33:39.640 --> 00:33:42.720
<v Speaker 1>there's always a different channel. But the first mindset change

603
00:33:42.759 --> 00:33:44.440
<v Speaker 1>is I'm going to do research and I'm going to

604
00:33:44.480 --> 00:33:47.799
<v Speaker 1>find where my ICP is. First. Once I found that,

605
00:33:47.920 --> 00:33:50.279
<v Speaker 1>I'm like, okay, I've noticed that a lot of our

606
00:33:50.440 --> 00:33:54.559
<v Speaker 1>ideal customers are scrolling on LinkedIn. They're finding information, but

607
00:33:54.640 --> 00:33:57.200
<v Speaker 1>they're also trying to get the step by step process

608
00:33:57.240 --> 00:33:59.519
<v Speaker 1>on YouTube. So once I've defined the channels I'm going

609
00:33:59.599 --> 00:34:03.279
<v Speaker 1>to tackle, I'll tackle those, and once I start tackling them,

610
00:34:03.480 --> 00:34:05.640
<v Speaker 1>I get that long form piece whereas I'm actually going

611
00:34:05.680 --> 00:34:08.760
<v Speaker 1>to extract the subject matter expertise. So let's say, Okay,

612
00:34:08.800 --> 00:34:11.679
<v Speaker 1>I found out that I want to be on LinkedIn

613
00:34:12.280 --> 00:34:15.760
<v Speaker 1>and on a newsletter, for example, So why don't I

614
00:34:15.840 --> 00:34:17.760
<v Speaker 1>just start the long form piece of content with the

615
00:34:17.760 --> 00:34:20.880
<v Speaker 1>subject matter experts as the newsletter, and then I extract

616
00:34:20.880 --> 00:34:23.639
<v Speaker 1>that into LinkedIn. So it really has to be a

617
00:34:23.679 --> 00:34:26.559
<v Speaker 1>mindset of thinking, where is my source of content going

618
00:34:26.599 --> 00:34:29.760
<v Speaker 1>to be from that I can easily extract from. Then

619
00:34:30.320 --> 00:34:33.519
<v Speaker 1>comes Okay, I did the research, I know where to go.

620
00:34:33.760 --> 00:34:37.599
<v Speaker 1>I've chosen my channels, and I've chosen my main source

621
00:34:37.679 --> 00:34:40.000
<v Speaker 1>of information. And let's say where I'm actually going to

622
00:34:40.039 --> 00:34:42.079
<v Speaker 1>be able to repurpose this content. Now I need to

623
00:34:42.159 --> 00:34:45.639
<v Speaker 1>use the AI tools that are out there in my disposal.

624
00:34:46.119 --> 00:34:50.800
<v Speaker 1>So honestly, it's getting even more insane than ever. Claude

625
00:34:50.960 --> 00:34:56.119
<v Speaker 1>with Claud skills with Claud Cowork is absolutely a monster,

626
00:34:56.320 --> 00:34:58.000
<v Speaker 1>and it's one of those things that maybe as a

627
00:34:58.039 --> 00:35:00.800
<v Speaker 1>marketer myself also scares me. But if you build a

628
00:35:00.800 --> 00:35:04.920
<v Speaker 1>good Claud skill that understands how to repurpose from your

629
00:35:04.960 --> 00:35:07.199
<v Speaker 1>long form content into the other pieces, it could get

630
00:35:07.239 --> 00:35:10.239
<v Speaker 1>you eighty percent there. And I have an agency. Maybe

631
00:35:10.280 --> 00:35:11.960
<v Speaker 1>I shouldn't be saying this, and I should tell you guys,

632
00:35:11.960 --> 00:35:14.559
<v Speaker 1>oh no, you need an agency to do this outsource everything.

633
00:35:14.920 --> 00:35:17.639
<v Speaker 1>But honestly, there's a lot of potential you can do

634
00:35:17.719 --> 00:35:19.119
<v Speaker 1>and a lot of things you can do just with

635
00:35:19.199 --> 00:35:22.280
<v Speaker 1>like a claud skills that is very well organized. That's

636
00:35:22.280 --> 00:35:24.039
<v Speaker 1>what we do at the workflow for example, it's just

637
00:35:24.039 --> 00:35:27.000
<v Speaker 1>my newsletter. We break down different how to use AI

638
00:35:27.239 --> 00:35:31.840
<v Speaker 1>and automations for content and marketing. But once you've found again,

639
00:35:32.199 --> 00:35:35.880
<v Speaker 1>research what channels I'm looking for, what's my main source

640
00:35:36.079 --> 00:35:39.119
<v Speaker 1>of let's say truth, and then how am I going

641
00:35:39.199 --> 00:35:42.800
<v Speaker 1>to utilize the tools that are out there in my disposal?

642
00:35:42.840 --> 00:35:46.079
<v Speaker 1>I started playing with openclaw for example, and let me

643
00:35:46.119 --> 00:35:49.440
<v Speaker 1>tell you guys that it's insane, Like we do a

644
00:35:49.480 --> 00:35:51.920
<v Speaker 1>lot of news jacking for our clients because something that

645
00:35:52.000 --> 00:35:56.320
<v Speaker 1>happens is we're a small marketing team. We are a

646
00:35:56.360 --> 00:36:01.079
<v Speaker 1>logo that no one recognizes, and I'm trying to break

647
00:36:01.159 --> 00:36:03.760
<v Speaker 1>through the noise of a bunch of huge LinkedIn influencers

648
00:36:03.800 --> 00:36:06.519
<v Speaker 1>that are just engaging on each other's posts. How do

649
00:36:06.599 --> 00:36:08.400
<v Speaker 1>I do that? One of the best ways to do

650
00:36:08.480 --> 00:36:11.440
<v Speaker 1>that is what I call newsjacking, brand jacking and name jacking.

651
00:36:11.960 --> 00:36:15.519
<v Speaker 1>Using a news within your industry. Because if no one

652
00:36:15.559 --> 00:36:18.079
<v Speaker 1>knows who you are, no one knows your company, no

653
00:36:18.119 --> 00:36:20.280
<v Speaker 1>one knows your name, they will be interested in the

654
00:36:20.280 --> 00:36:23.639
<v Speaker 1>news within their industry because it is relevant for everyone.

655
00:36:24.320 --> 00:36:26.960
<v Speaker 1>So you can be a literally a no one and

656
00:36:27.000 --> 00:36:29.760
<v Speaker 1>you can go viral on LinkedIn. With these type of things.

657
00:36:30.159 --> 00:36:34.599
<v Speaker 1>You can't just become a journal reporter, right, but if

658
00:36:34.679 --> 00:36:38.679
<v Speaker 1>you use a correct news that is relevant with your industry,

659
00:36:38.960 --> 00:36:41.199
<v Speaker 1>you're one of the first ones to report it, and

660
00:36:41.239 --> 00:36:43.679
<v Speaker 1>then you say why people should care, You explain it

661
00:36:43.719 --> 00:36:45.320
<v Speaker 1>in a really good way, and then you tie it

662
00:36:45.320 --> 00:36:47.559
<v Speaker 1>to your company. It's one of the best ways to

663
00:36:47.599 --> 00:36:50.239
<v Speaker 1>go viral, for example, on LinkedIn and to be able

664
00:36:50.280 --> 00:36:52.639
<v Speaker 1>to bring in new eyeballs. Then you have to combine

665
00:36:52.679 --> 00:36:55.159
<v Speaker 1>it with what I call authority content, which exactly showing

666
00:36:55.239 --> 00:36:58.079
<v Speaker 1>that you know what you're doing. So there's so many

667
00:36:58.079 --> 00:37:02.239
<v Speaker 1>ways that small teams can get huge rests with again

668
00:37:02.360 --> 00:37:04.639
<v Speaker 1>the whole process I just had of a content flywheel

669
00:37:04.719 --> 00:37:08.920
<v Speaker 1>and then playing little tactics. So this open Claw AI

670
00:37:09.119 --> 00:37:11.480
<v Speaker 1>agent that I've just built, which actually I think I'm

671
00:37:11.480 --> 00:37:14.559
<v Speaker 1>gonna in the in the workflow, I think it's one

672
00:37:14.559 --> 00:37:18.960
<v Speaker 1>of the probably the fourth issue coming next that I'm

673
00:37:18.960 --> 00:37:21.679
<v Speaker 1>gonna explain how to actually plug in open claw and

674
00:37:21.719 --> 00:37:25.159
<v Speaker 1>create that. We've created an AI agent that goes and

675
00:37:25.199 --> 00:37:28.760
<v Speaker 1>finds news relevant news within the industry of our person.

676
00:37:28.920 --> 00:37:31.360
<v Speaker 1>Every single day it comes and it sends it to

677
00:37:31.400 --> 00:37:34.199
<v Speaker 1>our Slack channel and it tells us, hey, because again

678
00:37:34.239 --> 00:37:36.679
<v Speaker 1>we have an agency. So this person client in the

679
00:37:36.760 --> 00:37:40.960
<v Speaker 1>SEO agency, these are the latest news. This person in

680
00:37:41.039 --> 00:37:44.760
<v Speaker 1>the LinkedIn let's say industry, these are the latest news

681
00:37:44.840 --> 00:37:47.159
<v Speaker 1>the AI. We have someone that works with AI and

682
00:37:47.199 --> 00:37:49.599
<v Speaker 1>all of that. These are the latest news. We go

683
00:37:49.679 --> 00:37:52.039
<v Speaker 1>into our AI agent, we extract that and we create

684
00:37:52.039 --> 00:37:54.199
<v Speaker 1>a piece of content. And the amount of numbers and

685
00:37:55.519 --> 00:37:57.360
<v Speaker 1>like let's say, views we've been able to get for

686
00:37:57.480 --> 00:38:00.239
<v Speaker 1>our clients is insane. So probably that would be kind

687
00:38:00.280 --> 00:38:02.199
<v Speaker 1>of like the step by the process for a smaller

688
00:38:02.280 --> 00:38:08.280
<v Speaker 1>team is finding your source of truth finding, using the

689
00:38:08.360 --> 00:38:11.639
<v Speaker 1>right tools, be able to maximize your output, choosing the

690
00:38:11.719 --> 00:38:14.840
<v Speaker 1>right channels, and then just being scrappy at the end

691
00:38:14.880 --> 00:38:15.280
<v Speaker 1>of the day.

692
00:38:16.280 --> 00:38:16.880
<v Speaker 3>I love it.

693
00:38:18.199 --> 00:38:20.519
<v Speaker 2>We have a couple of questions that I pushed the

694
00:38:20.599 --> 00:38:23.400
<v Speaker 2>Q and A, but before we'll cover them, I think, well,

695
00:38:24.880 --> 00:38:27.840
<v Speaker 2>we're talking about the strategy itself. I would love to

696
00:38:27.880 --> 00:38:33.280
<v Speaker 2>ask I know, not provocative question, but I think very relevant.

697
00:38:34.400 --> 00:38:37.000
<v Speaker 2>Let's say some people are listening to us right now

698
00:38:37.199 --> 00:38:42.000
<v Speaker 2>and they might think, okay, that's everything that de Andra says,

699
00:38:42.119 --> 00:38:43.119
<v Speaker 2>makes perfect sense.

700
00:38:43.199 --> 00:38:45.199
<v Speaker 3>But we are already run in this flywheel.

701
00:38:45.840 --> 00:38:49.079
<v Speaker 2>So we're posting something and linked in, we have the

702
00:38:49.119 --> 00:38:53.679
<v Speaker 2>news letter, we're doing the webinars, but we're not getting

703
00:38:53.760 --> 00:38:58.199
<v Speaker 2>a lot of results, and oppositely, our reach is going down, right,

704
00:38:58.880 --> 00:39:03.320
<v Speaker 2>executives a question and as all metrics honestly are going down.

705
00:39:03.719 --> 00:39:07.639
<v Speaker 2>So if you have heard this argument right for the

706
00:39:07.679 --> 00:39:10.000
<v Speaker 2>first time, ovis so we can immediate Let's say the

707
00:39:10.119 --> 00:39:12.960
<v Speaker 2>quality is the most important thing and how you're doing this.

708
00:39:13.079 --> 00:39:16.719
<v Speaker 3>But anyhow, let's say, if you are hearing.

709
00:39:16.480 --> 00:39:20.880
<v Speaker 2>This argument right, how would you audit what the company

710
00:39:20.960 --> 00:39:24.159
<v Speaker 2>is doing and how would you present the gaps or

711
00:39:24.199 --> 00:39:27.320
<v Speaker 2>the problems? And the framework can explain what should be

712
00:39:27.400 --> 00:39:30.599
<v Speaker 2>done differently, right, because the fact that you are doing

713
00:39:30.840 --> 00:39:35.079
<v Speaker 2>things but not doing them the right way right, this

714
00:39:35.239 --> 00:39:39.280
<v Speaker 2>is kind of quite often the challenge.

715
00:39:39.599 --> 00:39:44.800
<v Speaker 1>So yeah, that definitely is the biggest challenge. It's like

716
00:39:44.960 --> 00:39:48.480
<v Speaker 1>finding what is it that I'm doing wrong and how

717
00:39:48.519 --> 00:39:53.639
<v Speaker 1>can I do it better? So my main let's say,

718
00:39:53.639 --> 00:39:57.840
<v Speaker 1>starting point always comes with research, because if you don't

719
00:39:57.840 --> 00:40:01.920
<v Speaker 1>really know the landscape, what working and what's not working,

720
00:40:02.159 --> 00:40:04.719
<v Speaker 1>you're just guessing and throwing spaghetti to the wall. And

721
00:40:04.760 --> 00:40:10.239
<v Speaker 1>throwing darts to see wherever it lands. Right, So the

722
00:40:10.320 --> 00:40:12.920
<v Speaker 1>first thing I would do is do research. Are there

723
00:40:12.960 --> 00:40:16.440
<v Speaker 1>competitors within your space that are doing well? Go and

724
00:40:16.519 --> 00:40:19.719
<v Speaker 1>steal like an artist. I always say this metaphor because

725
00:40:19.760 --> 00:40:23.800
<v Speaker 1>I feel that the best strategy in marketing today is

726
00:40:23.840 --> 00:40:27.000
<v Speaker 1>to steal like an artist. What do artists do? A

727
00:40:27.119 --> 00:40:31.639
<v Speaker 1>monette of the world? Right, would get inspiration from the

728
00:40:31.719 --> 00:40:35.199
<v Speaker 1>other the first impressionisms that were before him and stuff

729
00:40:35.239 --> 00:40:37.880
<v Speaker 1>like that, and then he created the first paintings you'll

730
00:40:37.920 --> 00:40:40.159
<v Speaker 1>see that were very kind of like a copy of

731
00:40:40.199 --> 00:40:43.440
<v Speaker 1>the previous artists that existed and then started creating their

732
00:40:43.480 --> 00:40:47.239
<v Speaker 1>own strategy. So stealing like an artist is going and

733
00:40:47.320 --> 00:40:54.880
<v Speaker 1>finding people, that's say, within your industry competitors, I don't know,

734
00:40:54.960 --> 00:40:59.639
<v Speaker 1>other industry leaders, other influencers. What are they doing differently

735
00:40:59.719 --> 00:41:02.719
<v Speaker 1>to me that is working? So you do that research

736
00:41:02.840 --> 00:41:05.519
<v Speaker 1>and then you're probably just through that research. If it's

737
00:41:05.559 --> 00:41:08.760
<v Speaker 1>like one day research, two day research, a three day research,

738
00:41:08.840 --> 00:41:11.199
<v Speaker 1>you're gonna find so many gaps within your content that

739
00:41:11.199 --> 00:41:13.360
<v Speaker 1>you're gonna be like, oh wow, I didn't think about it.

740
00:41:13.639 --> 00:41:16.400
<v Speaker 1>But if you just go blindly, you just are so

741
00:41:16.760 --> 00:41:20.239
<v Speaker 1>like squared inside your mind of like, this is how

742
00:41:20.239 --> 00:41:21.880
<v Speaker 1>I want to do it, but it's not working, and

743
00:41:21.880 --> 00:41:24.159
<v Speaker 1>then you just try other ways. So my first first

744
00:41:24.199 --> 00:41:26.079
<v Speaker 1>step would always be to go in and find what

745
00:41:26.159 --> 00:41:30.400
<v Speaker 1>other people are doing right. Not the mega influencers, not

746
00:41:30.519 --> 00:41:33.760
<v Speaker 1>the huge maybe brands, but maybe like what are the outliers?

747
00:41:33.840 --> 00:41:36.440
<v Speaker 1>And that's for example, how I started my YouTube. How

748
00:41:36.519 --> 00:41:38.480
<v Speaker 1>if we've started all of our clients YouTube and we

749
00:41:38.519 --> 00:41:41.840
<v Speaker 1>had zero followers, nothing, and they started blowing up? Why

750
00:41:41.880 --> 00:41:44.639
<v Speaker 1>Because I didn't just start creating content. Because I went

751
00:41:44.719 --> 00:41:46.199
<v Speaker 1>and I looked at all the people that were doing

752
00:41:46.239 --> 00:41:49.360
<v Speaker 1>things correctly, and I would find their outliers. What are

753
00:41:49.440 --> 00:41:52.840
<v Speaker 1>the outlier posts, what are the outlier videos, what are

754
00:41:52.840 --> 00:41:56.199
<v Speaker 1>the outlier newsletters? And what is it inside? And it's

755
00:41:56.239 --> 00:41:58.559
<v Speaker 1>kind of like a thing of taste. You start understanding

756
00:41:58.599 --> 00:42:01.480
<v Speaker 1>the taste, you start understanding the art of it, and

757
00:42:01.519 --> 00:42:04.440
<v Speaker 1>you can easily come in. So my main thing would

758
00:42:04.480 --> 00:42:07.360
<v Speaker 1>be do some research, find what's working, to be able

759
00:42:07.400 --> 00:42:10.599
<v Speaker 1>to find the gaps within yours, and then also find

760
00:42:10.599 --> 00:42:13.599
<v Speaker 1>your own outliers. Maybe you've had a few posts that

761
00:42:13.679 --> 00:42:17.559
<v Speaker 1>have post on LinkedIn, post on YouTube, newsletters, wherever it

762
00:42:17.599 --> 00:42:20.400
<v Speaker 1>is that you're trying to create this content flywell and

763
00:42:20.440 --> 00:42:23.239
<v Speaker 1>find your own own outliers and be like, Okay, why

764
00:42:23.280 --> 00:42:25.400
<v Speaker 1>does this work and why does this don't? So one

765
00:42:25.480 --> 00:42:27.880
<v Speaker 1>hundred percent would be finding the gaps within your own

766
00:42:27.920 --> 00:42:30.599
<v Speaker 1>content and then finding the outliers and other people's content

767
00:42:30.639 --> 00:42:32.400
<v Speaker 1>to be able to do that research and that audit.

768
00:42:33.400 --> 00:42:37.679
<v Speaker 2>Okay, and let's say if I'm going to pick this up, right,

769
00:42:37.719 --> 00:42:40.159
<v Speaker 2>and I have an idea of how let's say our

770
00:42:40.280 --> 00:42:44.800
<v Speaker 2>content flywheel looks like I'm coming to my CEO, right,

771
00:42:44.880 --> 00:42:47.400
<v Speaker 2>and I'm saying, Okay, this is the framework that I

772
00:42:47.440 --> 00:42:51.920
<v Speaker 2>want to implement. I want you and our leadership to

773
00:42:52.760 --> 00:42:57.239
<v Speaker 2>let's say, publish some content to do to raise brand awareness, right,

774
00:42:57.280 --> 00:43:00.800
<v Speaker 2>to do the norchurin of our target account because we

775
00:43:00.880 --> 00:43:03.679
<v Speaker 2>can stay top of the mind, etc. Right, And I

776
00:43:03.760 --> 00:43:07.360
<v Speaker 2>need to involve you or another subject matter expert dependent

777
00:43:07.440 --> 00:43:09.719
<v Speaker 2>on who we are selling to, right, and for this

778
00:43:10.440 --> 00:43:11.519
<v Speaker 2>and your here back.

779
00:43:12.199 --> 00:43:16.920
<v Speaker 3>Okay, it's time consuming. Why you can't do this with AI? Right?

780
00:43:17.559 --> 00:43:21.800
<v Speaker 2>How would you argue in that case and defend this framework?

781
00:43:22.159 --> 00:43:25.760
<v Speaker 2>Maybe you can just give a specific example where AI

782
00:43:25.880 --> 00:43:29.360
<v Speaker 2>generated content fails and also where do you see the

783
00:43:29.440 --> 00:43:30.119
<v Speaker 2>role of AI.

784
00:43:31.800 --> 00:43:36.760
<v Speaker 1>Yeah, so, Andre, you've been on LinkedIn for a while,

785
00:43:36.920 --> 00:43:41.280
<v Speaker 1>just like I am, and you probably remember that. I

786
00:43:41.360 --> 00:43:43.559
<v Speaker 1>don't remember if you did these type of post because

787
00:43:43.559 --> 00:43:45.840
<v Speaker 1>I felt that you've always been kind of like ahead

788
00:43:45.880 --> 00:43:48.159
<v Speaker 1>of the game, because you've been always like value driven

789
00:43:49.079 --> 00:43:52.400
<v Speaker 1>how I content. But I, for example, I did do

790
00:43:52.440 --> 00:43:56.280
<v Speaker 1>this at the beginning. I'm one hundred percent guilty, those

791
00:43:56.320 --> 00:43:59.039
<v Speaker 1>like basic carousels where I was like how to do

792
00:43:59.159 --> 00:44:03.599
<v Speaker 1>something one, two, three, four, and they would blow up

793
00:44:03.800 --> 00:44:07.199
<v Speaker 1>like they would go insanely viral. The difference today with

794
00:44:07.280 --> 00:44:10.280
<v Speaker 1>AI generated content is that AI can spin that app

795
00:44:10.320 --> 00:44:13.440
<v Speaker 1>super easily. How to do something is going to be

796
00:44:13.480 --> 00:44:17.320
<v Speaker 1>so much more faster to find THROUGHWBT, through an LLM,

797
00:44:17.400 --> 00:44:20.840
<v Speaker 1>through whatever LM of your choice. But what will never

798
00:44:21.320 --> 00:44:24.360
<v Speaker 1>be able to be replaced by AI is how I

799
00:44:25.480 --> 00:44:30.159
<v Speaker 1>or how we, for example within the company. So the

800
00:44:30.239 --> 00:44:35.960
<v Speaker 1>case of AI generated slop being not useful and you

801
00:44:36.079 --> 00:44:38.280
<v Speaker 1>having to move your strategy is just the fact that

802
00:44:38.320 --> 00:44:41.480
<v Speaker 1>it's so easy to create. And with anything, the more

803
00:44:41.840 --> 00:44:44.599
<v Speaker 1>some of resource is easy to find, the less of

804
00:44:44.639 --> 00:44:48.559
<v Speaker 1>its value. Right, So plastic is really easy to create,

805
00:44:49.000 --> 00:44:52.639
<v Speaker 1>so it's very cheap to do plastic. Gold isn't easy

806
00:44:52.679 --> 00:44:55.639
<v Speaker 1>to find, so gold is much more expensive, so you

807
00:44:55.760 --> 00:45:00.840
<v Speaker 1>need to create expensive valuable rare content to be able

808
00:45:00.880 --> 00:45:04.360
<v Speaker 1>to get out of the AI slop world that exists.

809
00:45:04.760 --> 00:45:10.440
<v Speaker 1>So the easiest let's say, argument against AI generated content

810
00:45:10.559 --> 00:45:13.119
<v Speaker 1>and actually building a strategy that is based on how

811
00:45:13.199 --> 00:45:16.320
<v Speaker 1>I is just the fact that it's much more rare

812
00:45:16.480 --> 00:45:19.159
<v Speaker 1>content to find the other side, so it just becomes

813
00:45:19.360 --> 00:45:22.079
<v Speaker 1>much more valuable. Same thing as like plastic and gold

814
00:45:22.119 --> 00:45:22.599
<v Speaker 1>would be.

815
00:45:23.599 --> 00:45:27.000
<v Speaker 2>Yeah, that's a perfect one. Also, I think what is

816
00:45:27.079 --> 00:45:31.280
<v Speaker 2>really important to do is if let's say that is

817
00:45:31.280 --> 00:45:34.800
<v Speaker 2>a pressure right to bolt AI on everesth And I mean,

818
00:45:34.920 --> 00:45:38.199
<v Speaker 2>you can't do a lot here, even if you'll start

819
00:45:38.360 --> 00:45:39.760
<v Speaker 2>with the change management.

820
00:45:39.840 --> 00:45:40.960
<v Speaker 3>Still you need to do this.

821
00:45:41.320 --> 00:45:44.280
<v Speaker 2>I think the best way is just to prepare the

822
00:45:44.360 --> 00:45:47.800
<v Speaker 2>comparison right before and after. So here's what we were

823
00:45:47.840 --> 00:45:53.480
<v Speaker 2>doing with let's say manual effort, right, And I again

824
00:45:53.719 --> 00:45:58.480
<v Speaker 2>I would be conservative a bit to b better around,

825
00:45:58.519 --> 00:46:00.800
<v Speaker 2>but I would say you need to connect the dots

826
00:46:00.840 --> 00:46:01.599
<v Speaker 2>to the revenue.

827
00:46:01.719 --> 00:46:01.920
<v Speaker 3>Right.

828
00:46:02.000 --> 00:46:04.679
<v Speaker 2>You can always say you can always talk to sales, right,

829
00:46:05.039 --> 00:46:09.320
<v Speaker 2>speak to them which content actually helped to drive the pipeline?

830
00:46:09.400 --> 00:46:09.599
<v Speaker 3>Right?

831
00:46:09.719 --> 00:46:12.519
<v Speaker 2>Are there any content assets that they're using in the

832
00:46:12.599 --> 00:46:14.559
<v Speaker 2>conversation they are distributing it?

833
00:46:14.719 --> 00:46:14.920
<v Speaker 3>Right?

834
00:46:15.280 --> 00:46:18.559
<v Speaker 2>So you can always pick up that narrative, right, because

835
00:46:19.039 --> 00:46:23.119
<v Speaker 2>leadership always listens to sales. Right, So, and then you

836
00:46:23.159 --> 00:46:26.719
<v Speaker 2>can compare it to the AI production. Okay, this is

837
00:46:26.760 --> 00:46:30.400
<v Speaker 2>what we are producing with AI sales. They don't want

838
00:46:30.400 --> 00:46:33.679
<v Speaker 2>to use this content, right, the engagement will published. The

839
00:46:33.760 --> 00:46:37.599
<v Speaker 2>engagement is going down all the time. The further we had,

840
00:46:37.719 --> 00:46:40.840
<v Speaker 2>let's say, engagement from the strategic accounts. Now we don't

841
00:46:40.840 --> 00:46:43.880
<v Speaker 2>have the strategic accounts engagement. And it's not because of

842
00:46:43.960 --> 00:46:47.239
<v Speaker 2>the linked and rich. It's because even like having this

843
00:46:47.320 --> 00:46:50.239
<v Speaker 2>conversation with your subject matter expert, Okay, this is what

844
00:46:50.280 --> 00:46:52.840
<v Speaker 2>I have created with AI. Is it good if like,

845
00:46:52.960 --> 00:46:54.719
<v Speaker 2>let's say, if I would give it to you, would

846
00:46:54.760 --> 00:46:57.800
<v Speaker 2>you publish it on your profile? If your subject matter

847
00:46:57.840 --> 00:47:00.599
<v Speaker 2>expert the neediately says no, it's a crap, right, it's

848
00:47:00.639 --> 00:47:04.559
<v Speaker 2>a perfect answer that you have a real content problem.

849
00:47:04.960 --> 00:47:09.360
<v Speaker 2>So a couple of these things, and well, I would

850
00:47:09.360 --> 00:47:12.519
<v Speaker 2>love to ask you before we have all the questions,

851
00:47:12.599 --> 00:47:15.079
<v Speaker 2>and guys, don't worry. I just pushed your questions to

852
00:47:15.159 --> 00:47:17.840
<v Speaker 2>the Q and A will cover them. But I just

853
00:47:18.079 --> 00:47:21.039
<v Speaker 2>really want to answer, Sorry, to ask a couple of

854
00:47:21.119 --> 00:47:27.159
<v Speaker 2>questions that are super relevant to everybody today. So let's say,

855
00:47:27.760 --> 00:47:30.599
<v Speaker 2>I mean typically an enterprise B to B right, the

856
00:47:30.679 --> 00:47:34.000
<v Speaker 2>decision is made by the buying committee, and the high

857
00:47:34.079 --> 00:47:37.119
<v Speaker 2>you are climbing, right, the more market you are going,

858
00:47:37.400 --> 00:47:40.920
<v Speaker 2>the more people will be involved eight twelve, sixteen buyers

859
00:47:41.159 --> 00:47:44.960
<v Speaker 2>per committee, et cetera. Right, most of these people if

860
00:47:45.000 --> 00:47:47.559
<v Speaker 2>you're not selling to market ors, if you're not selling

861
00:47:47.599 --> 00:47:52.119
<v Speaker 2>to salespeople, right, if you are selling to IT procurements, right,

862
00:47:52.480 --> 00:47:55.920
<v Speaker 2>and other departments, they're not active and I mean in

863
00:47:56.280 --> 00:48:01.880
<v Speaker 2>that sense they're not actively engaging on LinkedIn. How does

864
00:48:01.920 --> 00:48:04.880
<v Speaker 2>a content flywheel reach let's say the VP of it

865
00:48:05.639 --> 00:48:11.400
<v Speaker 2>who doesn't engage with any cel how to show actually

866
00:48:11.440 --> 00:48:14.920
<v Speaker 2>how to share that the distribution and your content reaches

867
00:48:15.320 --> 00:48:18.440
<v Speaker 2>the target buyer persona that's hard to reach.

868
00:48:18.880 --> 00:48:22.519
<v Speaker 1>There is something I like saying, which is every piece

869
00:48:22.559 --> 00:48:26.400
<v Speaker 1>of content needs a job. And it kind of relates

870
00:48:26.440 --> 00:48:28.280
<v Speaker 1>to what you were saying in terms of like talk

871
00:48:28.360 --> 00:48:31.960
<v Speaker 1>to your sales team, see which pieces of content are

872
00:48:31.960 --> 00:48:36.719
<v Speaker 1>helping them more sell. But as a marketer, it's the

873
00:48:36.800 --> 00:48:40.360
<v Speaker 1>reality we can't just think about selling. We have to

874
00:48:40.400 --> 00:48:42.400
<v Speaker 1>think about reach as well, because we need to get

875
00:48:42.440 --> 00:48:46.199
<v Speaker 1>more eyeballs to bring in more potential customers. So, when

876
00:48:46.239 --> 00:48:51.320
<v Speaker 1>you are a marketer, you're in this, You're like between

877
00:48:51.519 --> 00:48:54.639
<v Speaker 1>a sword and a wall of like, oh god, I

878
00:48:54.639 --> 00:48:56.480
<v Speaker 1>need to get more reach, but I also need to

879
00:48:56.519 --> 00:48:59.679
<v Speaker 1>bring us more money. So my sales team is asking me, okay,

880
00:48:59.679 --> 00:49:01.920
<v Speaker 1>we need to bring in more money, but then my

881
00:49:02.840 --> 00:49:04.800
<v Speaker 1>marketing manager I don't know, is telling me like, we

882
00:49:04.840 --> 00:49:07.920
<v Speaker 1>need to get more reach. So for those things to happen,

883
00:49:08.039 --> 00:49:11.039
<v Speaker 1>you need to have a content mix, which is between

884
00:49:12.320 --> 00:49:16.320
<v Speaker 1>conversion content, which is probably twenty percent, because the more

885
00:49:16.320 --> 00:49:18.519
<v Speaker 1>you're trying to sell something to people more they're going

886
00:49:18.599 --> 00:49:20.159
<v Speaker 1>to just tune off and be like, Okay, this person

887
00:49:20.280 --> 00:49:21.880
<v Speaker 1>just trying to sell me with their content. There's no

888
00:49:22.000 --> 00:49:26.519
<v Speaker 1>value here, authority content, which actually brings in let's say

889
00:49:27.079 --> 00:49:30.880
<v Speaker 1>the trust, and then the growth content. So I always

890
00:49:31.719 --> 00:49:35.079
<v Speaker 1>classified in those three buckets growth content, authority content, and

891
00:49:35.199 --> 00:49:40.000
<v Speaker 1>conversion content. The growth content is let's say your reach plays.

892
00:49:40.320 --> 00:49:42.119
<v Speaker 1>That's where you can get a little bit more creative

893
00:49:42.199 --> 00:49:44.800
<v Speaker 1>as a marketer to bring in more reach, to bring

894
00:49:44.840 --> 00:49:46.920
<v Speaker 1>in more impressions, to bring in more of like the

895
00:49:47.079 --> 00:49:51.320
<v Speaker 1>ego boosting numbers with the strategy I was giving you guys,

896
00:49:51.480 --> 00:49:54.559
<v Speaker 1>with newsjacking, with brand jacking, with name jacking, with things

897
00:49:54.559 --> 00:49:57.960
<v Speaker 1>that you know are going to get mass appeal, but

898
00:49:58.039 --> 00:50:00.360
<v Speaker 1>still targeted to an ICP. It's not that I'm saying

899
00:50:00.679 --> 00:50:04.239
<v Speaker 1>post the most fluffiest piece of content that that's growth, Like,

900
00:50:04.599 --> 00:50:06.400
<v Speaker 1>that's not what I mean. What I mean with growth

901
00:50:06.480 --> 00:50:09.840
<v Speaker 1>is that something can be For example, let's say you

902
00:50:09.880 --> 00:50:12.199
<v Speaker 1>are in healthcare, so someone there was trying to target

903
00:50:12.199 --> 00:50:15.880
<v Speaker 1>healthcare cmos and head of growth. Healthcare is a hard industry.

904
00:50:16.199 --> 00:50:18.320
<v Speaker 1>I used to work at a medtech company as well,

905
00:50:18.639 --> 00:50:23.079
<v Speaker 1>because people they are scrolling on LinkedIn, but they aren't

906
00:50:23.119 --> 00:50:27.320
<v Speaker 1>really like interacting, they aren't engaging. They're like lurkers. They're ghosts.

907
00:50:27.320 --> 00:50:29.039
<v Speaker 1>You have no idea what they like because you can't.

908
00:50:29.079 --> 00:50:31.159
<v Speaker 1>You don't even get signals from them of like what

909
00:50:31.159 --> 00:50:33.400
<v Speaker 1>they're commenting and what they're liking. They don't even post,

910
00:50:33.440 --> 00:50:36.239
<v Speaker 1>and you're like, how do I do the research? Deandra

911
00:50:36.320 --> 00:50:38.440
<v Speaker 1>told me it's like, literally, no one is posting within

912
00:50:38.480 --> 00:50:43.800
<v Speaker 1>my industry. So there is where you play these growth

913
00:50:44.440 --> 00:50:49.360
<v Speaker 1>let's say tactics and play, which is you think about

914
00:50:49.639 --> 00:50:52.880
<v Speaker 1>what are certain news that even though they are such

915
00:50:52.960 --> 00:50:55.000
<v Speaker 1>lurkers and they would never comment on a post where

916
00:50:55.000 --> 00:50:56.960
<v Speaker 1>we're saying like, oh look at our company, we're so good,

917
00:50:57.000 --> 00:50:59.119
<v Speaker 1>we do this, which is like the conversion content to

918
00:50:59.119 --> 00:51:00.960
<v Speaker 1>be able to bring in people. So what would get

919
00:51:00.960 --> 00:51:04.679
<v Speaker 1>them engaging and what would get their eyeballs interested? The

920
00:51:04.800 --> 00:51:10.039
<v Speaker 1>latest Let's say I'm super a longevity freak. I love

921
00:51:10.119 --> 00:51:12.320
<v Speaker 1>everything that has to do with health and stuff like that.

922
00:51:12.679 --> 00:51:15.519
<v Speaker 1>So let's say there's a new research in terms of

923
00:51:16.119 --> 00:51:18.519
<v Speaker 1>bananas being good for your health. I don't know, something

924
00:51:18.599 --> 00:51:21.480
<v Speaker 1>crazy like that that just brings in more mass appeal,

925
00:51:22.000 --> 00:51:24.280
<v Speaker 1>that brings in more growth, and that brings in those

926
00:51:24.320 --> 00:51:27.159
<v Speaker 1>eyeballs from the right people. Are you going to base

927
00:51:27.239 --> 00:51:30.559
<v Speaker 1>all your content on just the latest research, the latest

928
00:51:30.639 --> 00:51:33.639
<v Speaker 1>name a news jacking name Jackie Brown jack and grabbing

929
00:51:33.679 --> 00:51:36.119
<v Speaker 1>someone's face, someone big within. Let's say I don't know

930
00:51:36.360 --> 00:51:39.039
<v Speaker 1>Brian Johnson, if you guys know anything about longevity, like

931
00:51:39.159 --> 00:51:41.199
<v Speaker 1>just using his face on a post would probably bring

932
00:51:41.199 --> 00:51:43.880
<v Speaker 1>in more people. Or like Andrew Huberman or someone big

933
00:51:43.920 --> 00:51:47.679
<v Speaker 1>within your space using their face, using a logo, using

934
00:51:47.679 --> 00:51:50.480
<v Speaker 1>a news that just came out to be able to

935
00:51:50.480 --> 00:51:53.920
<v Speaker 1>bring more eyeballs. Then you create the second content, which

936
00:51:54.519 --> 00:51:58.880
<v Speaker 1>this content's job is to bring in eyeballs from the

937
00:51:58.960 --> 00:52:01.599
<v Speaker 1>right people and mass appeal, but it has nothing to

938
00:52:01.599 --> 00:52:04.199
<v Speaker 1>do with it. Let's say your company if you're giving

939
00:52:04.239 --> 00:52:07.719
<v Speaker 1>the latest news of someone big within your industry. It

940
00:52:07.719 --> 00:52:09.880
<v Speaker 1>has nothing to do with your company, So you might

941
00:52:09.920 --> 00:52:12.119
<v Speaker 1>say like, oh, why am I creating this content? This

942
00:52:12.239 --> 00:52:15.079
<v Speaker 1>is to bring the people in. Then the authority content

943
00:52:15.159 --> 00:52:16.320
<v Speaker 1>is the one that's not going to show that you

944
00:52:16.400 --> 00:52:19.039
<v Speaker 1>guys know what you do. So we do this. This

945
00:52:19.079 --> 00:52:21.559
<v Speaker 1>is our latest research. This is our step by step process,

946
00:52:21.599 --> 00:52:23.719
<v Speaker 1>this is our framework, This is how we do things.

947
00:52:24.000 --> 00:52:26.639
<v Speaker 1>And then the actual conversion content is the one where

948
00:52:26.679 --> 00:52:30.440
<v Speaker 1>you actually ask for like, hey, I just stepped every

949
00:52:30.519 --> 00:52:32.360
<v Speaker 1>I just did a step by step process on how

950
00:52:32.360 --> 00:52:34.840
<v Speaker 1>to do this in our newsletter. Go sign up to

951
00:52:34.840 --> 00:52:38.960
<v Speaker 1>get the full thing. So every piece of content needs

952
00:52:39.079 --> 00:52:41.039
<v Speaker 1>a job, and that's why you need to have a

953
00:52:41.039 --> 00:52:43.960
<v Speaker 1>good content mix. The job of the growth content is

954
00:52:44.000 --> 00:52:46.480
<v Speaker 1>to bring in the eyeballs and bring in bigger audiences.

955
00:52:46.760 --> 00:52:49.480
<v Speaker 1>The job of the authority content is to build trust

956
00:52:49.599 --> 00:52:52.559
<v Speaker 1>and get people to trust you. The conversion content is

957
00:52:52.559 --> 00:52:55.480
<v Speaker 1>to actually bring in the money, the sales and the revenue.

958
00:52:56.840 --> 00:53:02.280
<v Speaker 2>Makes perfect sense, thank you. One last question one. I

959
00:53:02.320 --> 00:53:05.639
<v Speaker 2>will skip about collaboration with sales because we don't have

960
00:53:05.719 --> 00:53:09.360
<v Speaker 2>time for this, But last question from myself, and then

961
00:53:09.440 --> 00:53:14.280
<v Speaker 2>we'll cover the questions in the Q and A. Remember

962
00:53:14.320 --> 00:53:18.760
<v Speaker 2>when we spoke about adapting the framework to the smaller teams, right,

963
00:53:18.840 --> 00:53:22.199
<v Speaker 2>you mentioned COO is the CEO is pushing you way.

964
00:53:22.079 --> 00:53:26.760
<v Speaker 3>The results, et cetera. Right, So I'm just wondering.

965
00:53:27.039 --> 00:53:29.519
<v Speaker 2>Let's say if I'm a B to B CMO with

966
00:53:29.639 --> 00:53:34.079
<v Speaker 2>the long sale cycles, and obviously I won't see mediating

967
00:53:34.199 --> 00:53:37.559
<v Speaker 2>boundaryquests of pipeline, right, this is just the nature of

968
00:53:37.599 --> 00:53:41.440
<v Speaker 2>the business. But let's say if I implement your framework

969
00:53:41.559 --> 00:53:44.920
<v Speaker 2>now in March, right, and my CEO asks me in

970
00:53:45.079 --> 00:53:49.519
<v Speaker 2>June like, what did we get from this content investment?

971
00:53:49.679 --> 00:53:49.880
<v Speaker 3>Right?

972
00:53:49.920 --> 00:53:52.559
<v Speaker 2>What should I show him? How would you report any

973
00:53:52.840 --> 00:53:54.199
<v Speaker 2>metrics whatever?

974
00:53:54.320 --> 00:53:54.559
<v Speaker 3>Right?

975
00:53:55.039 --> 00:53:59.480
<v Speaker 2>Basically the key question is how can we defend the

976
00:53:59.519 --> 00:54:02.679
<v Speaker 2>framework gif CLSSK but with different close.

977
00:54:02.440 --> 00:54:09.119
<v Speaker 1>Innocent the best way is to actually understand and explain

978
00:54:09.199 --> 00:54:14.960
<v Speaker 1>in the best way what each piece of content strategy is.

979
00:54:15.800 --> 00:54:19.400
<v Speaker 1>So if you talk to your CEO and you tell him, look, yeah,

980
00:54:19.440 --> 00:54:22.239
<v Speaker 1>this post blew up, but it didn't bring us any clients,

981
00:54:22.679 --> 00:54:25.760
<v Speaker 1>but it's bringing in the eyeballs for us to create

982
00:54:25.800 --> 00:54:29.440
<v Speaker 1>the authority content and the conversion content, I think no

983
00:54:29.599 --> 00:54:33.480
<v Speaker 1>CEO would be upset with that. I think the biggest

984
00:54:33.519 --> 00:54:39.159
<v Speaker 1>problem with marketing teams and community. Communicating to CEO or

985
00:54:39.199 --> 00:54:42.960
<v Speaker 1>telling them kind of like defending their content strategy and

986
00:54:42.960 --> 00:54:45.719
<v Speaker 1>their content system and their content framework why they did

987
00:54:45.760 --> 00:54:50.840
<v Speaker 1>certain posts is just a communication problem because if you

988
00:54:50.960 --> 00:54:55.480
<v Speaker 1>explain to your CEO why you're doing every single thing

989
00:54:55.719 --> 00:54:58.719
<v Speaker 1>and how it's a funnel that yes, this post didn't

990
00:54:58.760 --> 00:55:00.480
<v Speaker 1>bring in clients, but this post is the one that's

991
00:55:00.480 --> 00:55:03.119
<v Speaker 1>going to bring us the eyeball to the authority content,

992
00:55:03.199 --> 00:55:04.679
<v Speaker 1>and the authority content is the one that's going to

993
00:55:04.679 --> 00:55:08.480
<v Speaker 1>allow us to actually bring in a conversion because how

994
00:55:08.599 --> 00:55:12.159
<v Speaker 1>are you going to close if all you're posting is

995
00:55:12.320 --> 00:55:15.519
<v Speaker 1>conversion type posts and you're not bringing eyeballs to actually

996
00:55:15.559 --> 00:55:19.480
<v Speaker 1>funnel them in. It's almost impossible. And that's why it

997
00:55:19.480 --> 00:55:22.360
<v Speaker 1>happens a lot that we're posting. We're posting and we're

998
00:55:22.360 --> 00:55:24.400
<v Speaker 1>trying to sell. We're trying to sell. First we're not

999
00:55:24.400 --> 00:55:26.360
<v Speaker 1>getting impressions, and then we're not getting sales, and then

1000
00:55:26.360 --> 00:55:28.440
<v Speaker 1>we're not getting anything. That's why there has to be

1001
00:55:28.440 --> 00:55:32.679
<v Speaker 1>a content mix. So it's always, always, always a communication problem.

1002
00:55:32.760 --> 00:55:37.199
<v Speaker 1>If you understand well your strategy, what you're thinking, why

1003
00:55:37.280 --> 00:55:40.960
<v Speaker 1>each piece of content is there for, and what's its job,

1004
00:55:41.719 --> 00:55:44.679
<v Speaker 1>Your CEO should understand it just by communicating, and if

1005
00:55:44.840 --> 00:55:48.719
<v Speaker 1>they don't, maybe it's not the right company to be in, right,

1006
00:55:48.840 --> 00:55:53.079
<v Speaker 1>because it's always I've found out that it's always a

1007
00:55:53.119 --> 00:55:55.480
<v Speaker 1>communication problem. If you or if you're able to explain

1008
00:55:55.519 --> 00:55:59.480
<v Speaker 1>and defend your strategy why it's happening, they should be

1009
00:55:59.519 --> 00:56:00.920
<v Speaker 1>able to to understand.

1010
00:56:02.480 --> 00:56:04.000
<v Speaker 3>Okay, perfect claled.

1011
00:56:04.559 --> 00:56:07.079
<v Speaker 2>So there are a couple of questions about the slides

1012
00:56:07.119 --> 00:56:10.400
<v Speaker 2>and I mentioned this in the comments, but would have

1013
00:56:10.559 --> 00:56:13.800
<v Speaker 2>to say one more time, guys, Deandra to Gazavez help

1014
00:56:13.880 --> 00:56:18.519
<v Speaker 2>partner for the workflow project. Sarah will be presented at

1015
00:56:18.559 --> 00:56:22.280
<v Speaker 2>alla full Funnel Summat. The sign up link in the

1016
00:56:22.320 --> 00:56:26.360
<v Speaker 2>pint message full Final dota O slash Summat where you

1017
00:56:26.400 --> 00:56:29.639
<v Speaker 2>can sign up and you'll listen to the entire framework

1018
00:56:29.920 --> 00:56:33.039
<v Speaker 2>breakdown and you can get the slides as well. So

1019
00:56:33.440 --> 00:56:38.800
<v Speaker 2>don't hesitate to sign up, share with your colleagues and

1020
00:56:39.039 --> 00:56:42.079
<v Speaker 2>we'll see you then. And now it's a time for

1021
00:56:42.320 --> 00:56:45.840
<v Speaker 2>the Q and A. Let me pick up the questions

1022
00:56:45.880 --> 00:56:51.119
<v Speaker 2>that we have a question from Lena at one point

1023
00:56:51.199 --> 00:56:54.760
<v Speaker 2>do you introduce the ceosot leadership content. The thing I

1024
00:56:54.840 --> 00:56:57.239
<v Speaker 2>want to dive into is what are the main barriers

1025
00:56:57.280 --> 00:56:59.480
<v Speaker 2>your face when working with the executives.

1026
00:57:02.000 --> 00:57:06.039
<v Speaker 1>Yes, the main strugg We work with a lot of

1027
00:57:06.119 --> 00:57:10.920
<v Speaker 1>CEOs and a lot of founders, and the main barrier

1028
00:57:11.000 --> 00:57:14.920
<v Speaker 1>we face is just time. Usually right like they're like,

1029
00:57:15.519 --> 00:57:19.360
<v Speaker 1>I don't have time. They don't do it themselves, so

1030
00:57:20.000 --> 00:57:23.159
<v Speaker 1>I don't know, Lenna. If you are the one managing

1031
00:57:23.199 --> 00:57:25.840
<v Speaker 1>the content, just the strategy, you're gonna be posting for

1032
00:57:25.880 --> 00:57:29.280
<v Speaker 1>them what you're planning to do with the CEO's thought leadership.

1033
00:57:29.480 --> 00:57:32.239
<v Speaker 1>If it's either like motivate him to do it or

1034
00:57:32.280 --> 00:57:34.719
<v Speaker 1>you're willing to let' say come in and gost writ

1035
00:57:34.840 --> 00:57:40.559
<v Speaker 1>posts and do it for him, but or her, the

1036
00:57:40.639 --> 00:57:47.199
<v Speaker 1>strategy there is hop on a call, it's I've done

1037
00:57:47.239 --> 00:57:49.960
<v Speaker 1>everything right, Like we have an agency that literally builds

1038
00:57:50.000 --> 00:57:53.039
<v Speaker 1>thought leadership on LinkedIn for a bunch of executive CEOs,

1039
00:57:53.039 --> 00:57:56.320
<v Speaker 1>business founders, et cetera, et cetera. And the best way

1040
00:57:56.440 --> 00:57:58.800
<v Speaker 1>is to block their calendar and be like you need

1041
00:57:58.880 --> 00:58:01.920
<v Speaker 1>to spend one hour with me a week or every

1042
00:58:01.960 --> 00:58:05.719
<v Speaker 1>two weeks. They're blocked, they have no way to run.

1043
00:58:05.800 --> 00:58:08.119
<v Speaker 1>You don't have to chase them through Slack. You don't

1044
00:58:08.159 --> 00:58:11.280
<v Speaker 1>have to chase them through like pinging them. Make sure

1045
00:58:11.280 --> 00:58:14.079
<v Speaker 1>they're getting it you're burning out. If you have that

1046
00:58:14.239 --> 00:58:17.360
<v Speaker 1>hour with them to one ask them the right questions

1047
00:58:17.400 --> 00:58:20.119
<v Speaker 1>to be able to You can use a transcript as well. Again,

1048
00:58:20.360 --> 00:58:23.000
<v Speaker 1>use the tools you have. Go on a riverside, go

1049
00:58:23.039 --> 00:58:26.119
<v Speaker 1>on to Google meet, get your Fathom recorder, get whatever

1050
00:58:26.400 --> 00:58:29.480
<v Speaker 1>meeting recorder you use. On the call with you ask

1051
00:58:29.519 --> 00:58:33.039
<v Speaker 1>them the questions. You get that full transcript. Not only

1052
00:58:33.159 --> 00:58:37.159
<v Speaker 1>is it amazing content for them to start posting, but

1053
00:58:37.320 --> 00:58:40.000
<v Speaker 1>also it's content that's going to be in their voice

1054
00:58:40.199 --> 00:58:43.679
<v Speaker 1>because it's the literal words and phrases that he or

1055
00:58:43.719 --> 00:58:47.320
<v Speaker 1>her choose to say to be able to write in

1056
00:58:47.360 --> 00:58:50.920
<v Speaker 1>the piece of content. So main barrier is always time.

1057
00:58:51.119 --> 00:58:54.880
<v Speaker 1>How do you solve that barrier? Booking their calendar with

1058
00:58:54.960 --> 00:58:58.360
<v Speaker 1>a certain time where you get tasks done either let's

1059
00:58:58.360 --> 00:59:02.239
<v Speaker 1>say the thirty minutes is to ask the right questions

1060
00:59:02.280 --> 00:59:04.599
<v Speaker 1>and extract them in a transcript, and the other thirty

1061
00:59:04.599 --> 00:59:07.440
<v Speaker 1>minutes is to write, let's say, for them to review

1062
00:59:07.480 --> 00:59:10.199
<v Speaker 1>the post with you live. So if you're having trouble

1063
00:59:10.239 --> 00:59:12.559
<v Speaker 1>for them to actually review the posts that you've created

1064
00:59:12.800 --> 00:59:15.639
<v Speaker 1>or the drafts or the ideas, then also make sure

1065
00:59:15.679 --> 00:59:18.480
<v Speaker 1>that everything happens in that call thirty minutes you're gonna

1066
00:59:18.519 --> 00:59:22.599
<v Speaker 1>do content extraction with the right answers. The other thirty

1067
00:59:22.639 --> 00:59:24.840
<v Speaker 1>minutes you're gonna spend Okay, we're gonna go through our

1068
00:59:24.960 --> 00:59:27.760
<v Speaker 1>Trello board or notion page whatever with the posts we have.

1069
00:59:28.199 --> 00:59:30.280
<v Speaker 1>Are they approved? What will you change? We're gonna schedule

1070
00:59:30.320 --> 00:59:32.559
<v Speaker 1>them now, literally on the call. We're gonna go and

1071
00:59:32.559 --> 00:59:34.559
<v Speaker 1>we're gonna go to your profile. We're gonna schedule it

1072
00:59:34.639 --> 00:59:37.639
<v Speaker 1>for eight am, e s T. It's approved, it's out,

1073
00:59:37.960 --> 00:59:41.440
<v Speaker 1>it's already being posted. That's usually the best way with people,

1074
00:59:42.320 --> 00:59:44.639
<v Speaker 1>just like CEOs, is literally just getting them on the

1075
00:59:44.679 --> 00:59:45.599
<v Speaker 1>spot to do the thing.

1076
00:59:46.679 --> 00:59:47.280
<v Speaker 3>I love it.

1077
00:59:47.639 --> 00:59:51.159
<v Speaker 2>That's a very solid advice. So let's continue our blitz.

1078
00:59:51.360 --> 00:59:54.079
<v Speaker 2>Just to quickly finish the Q and a question from

1079
00:59:54.159 --> 00:59:56.920
<v Speaker 2>Lalita Rave what content goes on B to B brand

1080
00:59:56.960 --> 01:00:01.960
<v Speaker 2>pages and what goes from personal accounts of key executives

1081
01:00:01.960 --> 01:00:04.719
<v Speaker 2>they call.

1082
01:00:02.400 --> 01:00:09.039
<v Speaker 1>The what we've done, for example with the workflow backlinko, Samage,

1083
01:00:09.079 --> 01:00:13.280
<v Speaker 1>Hey reach, all the companies we've worked with is everything

1084
01:00:13.320 --> 01:00:19.239
<v Speaker 1>that has to do with how I very authoritative personal

1085
01:00:19.800 --> 01:00:22.679
<v Speaker 1>in your space usually goes on the personal accounts of

1086
01:00:22.719 --> 01:00:25.760
<v Speaker 1>the CEOs and the team members. The things that can

1087
01:00:25.800 --> 01:00:32.239
<v Speaker 1>be either more fun, more broad because the problem with

1088
01:00:32.360 --> 01:00:36.519
<v Speaker 1>brand pages is that they're really hard to grow because

1089
01:00:36.760 --> 01:00:39.960
<v Speaker 1>nobody really cares about a logo. They care more about

1090
01:00:40.000 --> 01:00:43.599
<v Speaker 1>a face. So what our mindset has to do is

1091
01:00:43.679 --> 01:00:47.400
<v Speaker 1>think what can I post on the brand page that

1092
01:00:47.519 --> 01:00:51.280
<v Speaker 1>is going to make people care about the content by

1093
01:00:51.360 --> 01:00:54.000
<v Speaker 1>itself and not by the b to like, but by

1094
01:00:54.079 --> 01:00:58.440
<v Speaker 1>the brand. If it's a bunch of content about your

1095
01:00:58.480 --> 01:01:02.519
<v Speaker 1>brand and how your new feature. Unless you're a huge

1096
01:01:02.519 --> 01:01:05.039
<v Speaker 1>company that people really care about, you can't just be

1097
01:01:05.119 --> 01:01:10.360
<v Speaker 1>saying like, Okay, this is the new feature we launched,

1098
01:01:10.519 --> 01:01:12.480
<v Speaker 1>this is what we do, this is the case study

1099
01:01:12.519 --> 01:01:14.920
<v Speaker 1>of our clients. This is a picture of our team.

1100
01:01:15.000 --> 01:01:17.840
<v Speaker 1>Like you always have to think that anyone that is

1101
01:01:17.880 --> 01:01:22.079
<v Speaker 1>scrolling on LinkedIn is thinking what is in it for me?

1102
01:01:22.639 --> 01:01:25.199
<v Speaker 1>They don't care about you. That's the main mindset you

1103
01:01:25.280 --> 01:01:27.679
<v Speaker 1>have to do, both for brand pages and for yourself

1104
01:01:27.719 --> 01:01:31.840
<v Speaker 1>and your CEO's brand, like what is in it for me?

1105
01:01:32.039 --> 01:01:35.400
<v Speaker 1>Because I do not care about what you guys do

1106
01:01:35.519 --> 01:01:37.960
<v Speaker 1>what you do, So everything has to be tied in

1107
01:01:37.960 --> 01:01:39.920
<v Speaker 1>into what is in it for them and for the

1108
01:01:39.960 --> 01:01:43.760
<v Speaker 1>brand pages even more because maybe they'll care a little

1109
01:01:43.760 --> 01:01:46.360
<v Speaker 1>bit about the CEO, the team member because it's something interesting,

1110
01:01:46.679 --> 01:01:48.599
<v Speaker 1>but they're not going to care at all if a

1111
01:01:48.639 --> 01:01:52.480
<v Speaker 1>logo is telling them something, So build a strategy around that.

1112
01:01:52.920 --> 01:01:58.920
<v Speaker 1>Maybe you can do a play on giving the latest

1113
01:01:59.320 --> 01:02:02.960
<v Speaker 1>updates in your industry through the brand page so people

1114
01:02:03.000 --> 01:02:05.480
<v Speaker 1>are gonna care more. Maybe you can do like a

1115
01:02:05.559 --> 01:02:08.159
<v Speaker 1>funny strategy where it's like funny memes and stuff like

1116
01:02:08.159 --> 01:02:13.760
<v Speaker 1>that that go more viral. Maybe you do a strategy

1117
01:02:13.920 --> 01:02:18.360
<v Speaker 1>around name jacking, like if a CEO and a team

1118
01:02:18.440 --> 01:02:21.639
<v Speaker 1>member's profile is hard to grow because people are always

1119
01:02:21.639 --> 01:02:23.480
<v Speaker 1>thinking about what is in it for me. The brand

1120
01:02:23.519 --> 01:02:25.840
<v Speaker 1>page has to have triple that mindset, like we have

1121
01:02:25.920 --> 01:02:30.039
<v Speaker 1>to give absolute value or entertain them or give them

1122
01:02:30.079 --> 01:02:32.639
<v Speaker 1>a sil value, something that they will care about because

1123
01:02:33.320 --> 01:02:35.320
<v Speaker 1>it's just a little logo that no one's really gonna

1124
01:02:36.360 --> 01:02:38.719
<v Speaker 1>like just because you posted it on the brand page.

1125
01:02:39.599 --> 01:02:43.880
<v Speaker 2>I love it. Question from Kerry, how do your research

1126
01:02:43.960 --> 01:02:47.000
<v Speaker 2>where your ISP is just go to the channels and

1127
01:02:47.119 --> 01:02:48.199
<v Speaker 2>watch what's yup?

1128
01:02:48.400 --> 01:02:48.840
<v Speaker 3>Approach?

1129
01:02:50.400 --> 01:02:53.400
<v Speaker 1>That is probably one of the hardest things to do today.

1130
01:02:53.880 --> 01:02:56.840
<v Speaker 1>By the way, if anyone knows a tool that does this,

1131
01:02:57.079 --> 01:03:01.480
<v Speaker 1>that would be great, because we we've struggled with that

1132
01:03:01.559 --> 01:03:04.360
<v Speaker 1>as well. The best places we've found is perplexity is

1133
01:03:04.360 --> 01:03:09.239
<v Speaker 1>really good for research. So Perplexity AI tool LLM, it's

1134
01:03:09.280 --> 01:03:12.239
<v Speaker 1>the best LM I've found for like actually doing research.

1135
01:03:13.280 --> 01:03:17.639
<v Speaker 1>Then open claw we're really playing around with open open

1136
01:03:17.679 --> 01:03:20.559
<v Speaker 1>claw and research. If someone doesn't know what open claw is,

1137
01:03:20.599 --> 01:03:24.880
<v Speaker 1>open clause basically this thing a developer randomly created. I

1138
01:03:24.960 --> 01:03:27.719
<v Speaker 1>have nowhere that is like an AI agent that can

1139
01:03:27.760 --> 01:03:29.880
<v Speaker 1>live on Telegram or that can live on What's Up.

1140
01:03:29.880 --> 01:03:32.639
<v Speaker 1>It's kind of creepy. You can literally like message it

1141
01:03:33.000 --> 01:03:34.800
<v Speaker 1>and like a human and it will. It's like an

1142
01:03:34.800 --> 01:03:37.559
<v Speaker 1>employee and it will do things. So the difference with

1143
01:03:37.679 --> 01:03:41.559
<v Speaker 1>like AI tools like perplexity that's really good for research

1144
01:03:41.639 --> 01:03:44.280
<v Speaker 1>and open claw is that Perplexity is on the spot.

1145
01:03:44.599 --> 01:03:47.920
<v Speaker 1>So you ask it, hey, I'm doing research for my ICP.

1146
01:03:48.440 --> 01:03:51.320
<v Speaker 1>These are my channels. What are usually the places they

1147
01:03:51.360 --> 01:03:54.159
<v Speaker 1>look for? Et cetera, et cetera, et cetera. You do

1148
01:03:54.239 --> 01:03:56.360
<v Speaker 1>like a really good prompt to get maybe as much

1149
01:03:56.400 --> 01:03:59.679
<v Speaker 1>research as you can on perplexity. The difference with open

1150
01:03:59.719 --> 01:04:03.000
<v Speaker 1>claw is that you write the prompt, you get the

1151
01:04:03.039 --> 01:04:06.239
<v Speaker 1>message right away. Open class stays on the back end,

1152
01:04:06.440 --> 01:04:10.760
<v Speaker 1>like an employee working doing everything you asked it to do.

1153
01:04:12.079 --> 01:04:15.280
<v Speaker 1>Twenty four to seven. So for example, you can go

1154
01:04:15.320 --> 01:04:18.159
<v Speaker 1>on open claw. I'm actually going to create a YouTube

1155
01:04:18.239 --> 01:04:21.119
<v Speaker 1>video about how to because I've been talking about open club.

1156
01:04:21.119 --> 01:04:22.679
<v Speaker 1>You guys are like, how the hell do I actually

1157
01:04:22.760 --> 01:04:26.599
<v Speaker 1>use it? So I'm gonna do a YouTube video actually

1158
01:04:26.639 --> 01:04:29.480
<v Speaker 1>explaining how to set it up for research and for

1159
01:04:29.519 --> 01:04:33.760
<v Speaker 1>all of these things. And basically you chat with it

1160
01:04:33.800 --> 01:04:36.000
<v Speaker 1>on a telegrammy. You tell them every day at eight am,

1161
01:04:36.480 --> 01:04:40.280
<v Speaker 1>give me the latest research that you find searching on

1162
01:04:40.360 --> 01:04:43.280
<v Speaker 1>all these Twitter accounts, on these LinkedIn accounts, going through

1163
01:04:43.320 --> 01:04:46.079
<v Speaker 1>all the web and during the whole day. It's doing

1164
01:04:46.119 --> 01:04:48.760
<v Speaker 1>that work like an employee. Exactly like an employee. You

1165
01:04:48.800 --> 01:04:52.119
<v Speaker 1>give an employee directions, they do it and then they

1166
01:04:52.119 --> 01:04:54.400
<v Speaker 1>come with the result. This is how it does. So

1167
01:04:54.639 --> 01:05:00.159
<v Speaker 1>probably my answer here is perplexity. There's things like like

1168
01:05:00.760 --> 01:05:06.079
<v Speaker 1>fabricon and other tools, just a simple Google search, LinkedIn search,

1169
01:05:06.639 --> 01:05:09.159
<v Speaker 1>YouTube search, like just really going in and doing different

1170
01:05:09.239 --> 01:05:11.519
<v Speaker 1>channels and watching and looking at who are the people

1171
01:05:11.559 --> 01:05:14.159
<v Speaker 1>commenting and just doing let's say, more manual work. So

1172
01:05:14.199 --> 01:05:17.480
<v Speaker 1>the manual work is one way, perplexity is another way.

1173
01:05:17.519 --> 01:05:20.760
<v Speaker 1>And then something much more advanced is like an open flow.

1174
01:05:21.239 --> 01:05:25.599
<v Speaker 2>Perfect and the last one from Bazil we are trying

1175
01:05:25.639 --> 01:05:30.199
<v Speaker 2>to attract healthcare CMOS head of Growth Marketing Managers, which

1176
01:05:30.239 --> 01:05:32.559
<v Speaker 2>type of content should We can see that YouTube Vida

1177
01:05:32.760 --> 01:05:36.119
<v Speaker 2>was gross frameworks podcast and right and CMOS to discuss

1178
01:05:36.199 --> 01:05:40.599
<v Speaker 2>the industry and then dispense them as shots on linked in, Instagram,

1179
01:05:40.719 --> 01:05:44.480
<v Speaker 2>YouTube TikTok and then infographics and catasels on LinkedIn.

1180
01:05:44.599 --> 01:05:47.360
<v Speaker 3>Perhaps of any other advice.

1181
01:05:47.639 --> 01:05:51.519
<v Speaker 1>I really really like how you're thinking here about inviting

1182
01:05:51.559 --> 01:05:55.320
<v Speaker 1>them on a podcast to talk about the industry, because

1183
01:05:56.679 --> 01:06:01.760
<v Speaker 1>there's we don't really do podcasts at this THINGDL because

1184
01:06:01.800 --> 01:06:04.559
<v Speaker 1>that's just not the channel we manage. But I do

1185
01:06:04.639 --> 01:06:09.079
<v Speaker 1>think that podcasts are such a smart strategy to get

1186
01:06:09.119 --> 01:06:13.400
<v Speaker 1>access to your ICP because, like Basila was saying, it's

1187
01:06:13.440 --> 01:06:16.360
<v Speaker 1>they they're lurkers. They're not commenting, they're not posting, so

1188
01:06:16.360 --> 01:06:18.760
<v Speaker 1>you're like getting no information. It's so hard to get

1189
01:06:18.760 --> 01:06:24.199
<v Speaker 1>information from them because they're just they're just ghosts online.

1190
01:06:24.559 --> 01:06:27.440
<v Speaker 1>But they'll stop being ghosts once you get them on

1191
01:06:27.480 --> 01:06:30.559
<v Speaker 1>a podcast and you get to ask them questions, So

1192
01:06:30.599 --> 01:06:32.519
<v Speaker 1>you could even go and get on a podcast. Some

1193
01:06:32.559 --> 01:06:36.039
<v Speaker 1>people do podcasts not only to like get reach or

1194
01:06:36.119 --> 01:06:39.320
<v Speaker 1>get followers or as like a content marketing play. They

1195
01:06:39.320 --> 01:06:43.199
<v Speaker 1>do it as like a networking ICP research play, so

1196
01:06:43.679 --> 01:06:46.840
<v Speaker 1>you get people on your your podcast could get two views,

1197
01:06:47.159 --> 01:06:50.840
<v Speaker 1>doesn't matter because your strategy isn't doing the podcast to

1198
01:06:50.880 --> 01:06:52.599
<v Speaker 1>get views. Maybe it does blow up and it does

1199
01:06:52.679 --> 01:06:55.079
<v Speaker 1>very well within the industry, which is like a plus.

1200
01:06:55.519 --> 01:06:58.400
<v Speaker 1>But your real, let's say advantage here is that you

1201
01:06:58.440 --> 01:07:02.599
<v Speaker 1>get to hop on a call with your ICP, mask

1202
01:07:02.639 --> 01:07:05.039
<v Speaker 1>it as a podcast and ask them all the questions.

1203
01:07:05.079 --> 01:07:06.920
<v Speaker 1>You can ask them the questions that you had before,

1204
01:07:07.440 --> 01:07:11.679
<v Speaker 1>what channels and what platforms you usually consume content on,

1205
01:07:11.760 --> 01:07:14.000
<v Speaker 1>and you can start asking them to get more subject

1206
01:07:14.000 --> 01:07:18.039
<v Speaker 1>matter expertise. And the more you ask these ICP profiles

1207
01:07:18.519 --> 01:07:21.360
<v Speaker 1>what they care about, the more you can create content

1208
01:07:21.480 --> 01:07:24.320
<v Speaker 1>around that. So I love the podcast idea because you're

1209
01:07:24.360 --> 01:07:28.119
<v Speaker 1>going to get like insider information from them. You're going

1210
01:07:28.159 --> 01:07:30.800
<v Speaker 1>to be able to create what they actually care about

1211
01:07:30.840 --> 01:07:33.360
<v Speaker 1>because you're asking them the questions and getting that information,

1212
01:07:33.880 --> 01:07:36.440
<v Speaker 1>and then you can easily, as you said, use them

1213
01:07:36.440 --> 01:07:39.079
<v Speaker 1>on LinkedIn, on Instagram and YouTube, and that could be

1214
01:07:39.719 --> 01:07:42.559
<v Speaker 1>what we were mentioning before, your source of truth. So

1215
01:07:42.599 --> 01:07:44.800
<v Speaker 1>you're finding a place to find the source of truth

1216
01:07:44.920 --> 01:07:48.760
<v Speaker 1>of the subject matter expertise to easily repurpose into other

1217
01:07:48.840 --> 01:07:50.559
<v Speaker 1>channels and build a content flywheel.

1218
01:07:52.000 --> 01:07:55.440
<v Speaker 2>Wow it thank you so much so and I say

1219
01:07:55.480 --> 01:07:58.679
<v Speaker 2>it kind that is an eight. That was how Basil

1220
01:07:59.119 --> 01:08:04.679
<v Speaker 2>thinks about it. And Lalita thank you after attending a

1221
01:08:04.760 --> 01:08:07.480
<v Speaker 2>webinar that delivers real well. And the truth is that

1222
01:08:07.480 --> 01:08:10.719
<v Speaker 2>it's not the webinar, it's Ava Live podcast, so we

1223
01:08:10.880 --> 01:08:14.559
<v Speaker 2>don't have a strict structure here and narrative. Seriously, it's

1224
01:08:14.639 --> 01:08:20.600
<v Speaker 2>just a nice conversation between me and Deandra and you guys,

1225
01:08:20.640 --> 01:08:24.560
<v Speaker 2>our community. So happy to hear that you love it,

1226
01:08:24.600 --> 01:08:27.960
<v Speaker 2>and you can subscribe to our podcast.

1227
01:08:28.039 --> 01:08:29.359
<v Speaker 3>I will drop the link.

1228
01:08:30.600 --> 01:08:34.039
<v Speaker 2>In the chat so you can listen to all the

1229
01:08:34.079 --> 01:08:37.880
<v Speaker 2>previous episodes. And meanwhile, like I said, Deandra and Sarah

1230
01:08:38.119 --> 01:08:40.960
<v Speaker 2>will join us on the summit. It will happen just

1231
01:08:41.039 --> 01:08:44.000
<v Speaker 2>in a few weeks from today, so make sure that

1232
01:08:44.600 --> 01:08:48.640
<v Speaker 2>you'll be there and you'll see the content Flywheel framework connection.

1233
01:08:49.039 --> 01:08:51.560
<v Speaker 2>Thank you so much DeAndre for common or much as

1234
01:08:51.600 --> 01:08:53.079
<v Speaker 2>grass Us or whatever you prefer.

1235
01:08:55.840 --> 01:08:58.479
<v Speaker 1>Thank you for having me, and thank.

1236
01:08:58.319 --> 01:09:02.039
<v Speaker 2>You so much guys for the amazing questions, for the

1237
01:09:02.079 --> 01:09:05.319
<v Speaker 2>fantastic engagement, and hope to see you all during the

1238
01:09:05.359 --> 01:09:08.760
<v Speaker 2>summit next week. We'll have one last episode before the

1239
01:09:08.800 --> 01:09:12.279
<v Speaker 2>summat and then the big mass of three days even

1240
01:09:12.640 --> 01:09:16.319
<v Speaker 2>Thank you so much again, DeAndre, have a good rest

1241
01:09:16.359 --> 01:09:18.439
<v Speaker 2>of the day and thanks a lot for coming Chill

1242
01:09:18.760 --> 01:09:20.680
<v Speaker 1>Thank Andre and everyone CHIW