April 26, 2026 • 42 mins
In this episode of the Best SEO Podcast, hosted by Matthew Bertram, Zara Carbonell joins the show to talk about why AI makes content more important, not less, and how real trust now comes from human context and clear communication. We share practical ways to use AI to analyze performance, sharpen your personal brand, and reach buyers where they already spend attention.
• AI as a tool that frees humans from repetitive marketing ops
• The creative side and analytical side of marketing and where AI fits
• Why in-person connection and “less curated” content feels more real
• The growing trust problem with synthetic media and fake virality
• Personal branding as unavoidable for employees and businesses
• Using AI to analyze your posts for patterns in engagement and reshares
• Studying influencer content with AI to learn timing, structure, and hooks
• Helping traditional businesses see the revenue upside of social media
Guest Contact Information:
instagram.com/thesocialstartup.co
facebook.com/TheSocialStartup.Co
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Free SEO Consultation: www.ewrdigital.com/discovery-call
With over 5 million downloads, The Best SEO Podcast has been the go-to show for digital marketers, business owners, and entrepreneurs wanting real-world strategies to grow online.
Now, host Matthew Bertram — creator of the LLM Visibility Stack™, and Lead Strategist at EWR Digital — takes the conversation beyond traditional SEO into the AI era of discoverability.
Each week, Matthew dives into the tactics, frameworks, and insights that matter most in a world where search engines, large language models, and answer engines are reshaping how people find, trust, and choose businesses. From SEO and AI-driven marketing to executive-level growth strategy, you’ll hear expert interviews, deep-dive discussions, and actionable strategies to help you stay ahead of the curve.
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SPEAKER_00 (00:01):
This is the unknown secrets of internet marketing.
Your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential.
Let's get started.
SPEAKER_01 (00:15):
Howdy, welcome now to another fun filled episode of
The Unknown Secrets of InternetMarketing.
I am your host, Matt Bertram.
I can't talk today.
It's 8:30 in the morning whenwe're recording this podcast.
I just got back from a gill lastnight.
So uh excuse uh any uh wordsthat merge together and you
think I can't speak.
(00:36):
But if you do listen, uh we'regonna talk about some good
things.
We've been talking a lot aboutwhere things are going with AI.
We went really deep on the lastpodcast of kind of
orchestration, setup, agents,all that sort of thing.
But the thing that I wanteverybody to remember is it's
really about content.
It's really about heat, it'sreally about you know expertise,
(00:58):
authority, trust, experience,what you're putting out there uh
about building your digital twinonline with your brand, who you
are, your connections, yourassociation.
So we're really like mapping thethe digital landscape with who
you are and what's happening inperson and trying to make those
connections.
And PR and content is one of thegreat ways to do that.
(01:21):
And so I wanted to bring on acontent marketer that um I was
referred to, that uh just has alot to say about this, and uh,
I'm excited to have a genuineconversation, looking at it from
the content standpoint andgetting away from a lot of the
technical stuff.
And uh, Zara, welcome to theshow.
SPEAKER_02 (01:43):
Hi, hi Matt.
Good morning from that side ofthe world.
I am taking this call at 9:30p.m.
here from Manila, um, thePhilippines.
So I hope one of these days youmake it to Asia.
Um very happy to be here.
SPEAKER_01 (01:59):
Just not during hurricane season.
SPEAKER_02 (02:00):
Okay, yeah, yeah, no, definitely July and August.
SPEAKER_01 (02:04):
Yeah, so I yeah, I am I'm um I'm planning a trip
through South Africa toAustralia, and I do plan on uh
stopping by the Philippines andum, you know, so uh thank you so
much for coming on the show.
Um I think that we're in areally interesting time in the
digital marketing landscape.
(02:25):
I think things are changing alot.
I I remember a lot of feararound content creators, uh, and
and uh you know, content writersthat AI was gonna like replace
their jobs and you knoweverything was gonna change.
And we've heard that a lot,right?
SEO, like SEO is dead, long ofSEO, and it just kind of changes
(02:47):
and evolves and transforms.
So I would like to hear kind ofwhat what you're seeing, what
are you looking at?
What are the trends that are outthere that are on your mind
today?
SPEAKER_02 (02:56):
Yeah, yeah, no.
Um very excited to have thisconversation.
So a bit of context.
I grew up in publishing, likeold school hardcore publishing.
We used to own um a newspaperhere in the Philippines, and you
can imagine how old school, oldschool it can get, right?
Um, from the newspaper, itbecame a magazine, it became a
(03:19):
digital magazine, and theneventually, obviously, we sold
it, transitioned into tech, etc.
Rest was history.
So I'm saying this because withthat context, I've seen the fear
being lived among um members ofthe organization and even um
having the thoughts of maybe weare gonna be fossils one of
(03:40):
these days, you know, it mightnot make sense at some point.
Um, but for those of us who haveembraced that journey through
technology and innovation, whatI'm seeing is just more free and
creative um people in the space.
(04:01):
And it's more that I don't thinkthat that AI is replacing
anyone.
To be honest, I think more thananything, it's it's a tool.
Someone still has to pick it up,someone has to use it.
You are basically its manager.
So if you know how to leveragethe platform or you know, the
(04:21):
software for yourself, thenthat's all well and great for
you.
Um especially now withmarketing, you've mentioned it,
uh, everyone's been talkingabout it.
Um there's so many layers to it.
And I'm sure you've heard ittime and time again.
There are two bits of marketing,right?
There's um the funnel, the funside is what I personally call
(04:43):
it because I'm a creative.
So it's doing the strategy,creative work, brand
storytelling, positioning, andall of that.
And then there's the analyticalside, which is also very, very
important.
This is where we make ourprojections, we make sure we hit
our robots, we make sure thatthe money makes sense, the
strategy is making sense.
And while they're both verydifferent and very important,
(05:04):
they take up so much time.
And I think where AI works bestis really making sure that the
humans in charge of those twotasks are not drowning in
operational tasks for hours andhours a day.
I think it's um being able tooffload the recurring tasks, the
(05:27):
iterations, the um please checkthis, um, please scan for any um
patterns that you're seeing.
How do I optimize my budget forthis ad?
How do I make sure my campaignis doing well, hitting the right
people, etc., etc., and shiftthe focus of the humans to the
(05:47):
things that none-humans can'tdo.
Basically build relations, entercontext, um provide lived
experience, insight.
So it's pretty cool seeingeverything come to life and just
um marrying those two worlds.
SPEAKER_01 (06:06):
You know, I would tell you that you hit on
something that I've been hearingover and over again is that
personal connection, that humanconnection.
Uh actually, all day yesterday,I was meeting with clients, I
was meeting with um, you know,people I uh contractors, people
I work with, like meeting peoplein person, okay, makes a huge
(06:29):
difference.
Like in this world since COVID,like, you know, I'm just done
with the meetings.
And I feel like a lot of otherpeople are too.
And and I think that um meetingsomebody in person, it it's a
different level now, right?
And even sending stuff in themail, it's a different level of
just it being all digital andonline.
(06:49):
And I feel like there's apendulum that that that swings
back and forth.
Um, and and I love what you'resaying about like the
automation.
So, you know, for those of thatyou listen to the show, I might
be creating a vocabulary thatyou're familiar with, but people
a lot of times that um reach outto me, have have a problem, and
(07:11):
then they go online and they doa bunch of research, and then
they they like binge listen to acouple of shows, and then they
message me and they're like, I'mtrying to solve this problem.
And you know, I just feel likeeverything's been accelerated,
okay.
Like the trend online, the trendof paid ads because of COVID,
like what's possible,automation.
(07:33):
So a lot of those tasks that youcan hand off.
I feel like AI is a superpowerto a degree, uh, because it just
amplifies whatever you're reallygood at, but it also amplifies
what you're really bad at,right?
And and so, like data hygiene isbecoming like I was joking
halfway about starting like anonprofit about like data
(07:56):
hygiene because no one teachesit, no one talks about it, and
you know, people are talkingabout hallucinizations.
I'm like, if your data's notclean, like there's gonna be
false positives, there's gonnabe bad data if you're not
prompting things correctly andnot telling it what to do, or
even if you're miscommunicatingon something.
SPEAKER_02 (08:16):
I mean, I know that everyone always says this that
communication is important, butnow literally more than ever,
and it it amplifies that itactually shows if you are not
able to communicate yourthoughts clearly because you are
its manager.
So if you get garbage output,you know why.
SPEAKER_01 (08:38):
Yeah, well, I I I think it's a mirror, right?
Like, I think it's a mirror islike, okay, like if you're
trying to train somebody how todo something, and you have
literally like if you say, Okay,this is a really, really
intelligent, like intern orperson that doesn't understand
the industry, but they're supersmart, yeah, and you don't lay
out your steps or your SOP orcommunicate clearly what you're
(08:59):
asking for, the output you'regonna get is not what you're
looking for.
And then you're like, Well, whydid I get this output?
And it's like there's nobodygets like, Oh, the model's bad.
It's like, well, well, maybeit's yeah, human error to a
certain degree of how youinteract with the model.
And you know, when when AIreally came on the scene, um,
(09:20):
just a a little backstory on mefor those that listen, I I
didn't talk about AI initially,right?
Like, I didn't want to startsaying stuff that I didn't know.
Uh, I was on like SE rankings,one of their first podcasts
about AI, and I had just startedto use it, and I was like, here
is what I'm doing with it,here's what I'm using, but I
(09:40):
didn't really, I wasn't reallytalking about it.
And I went back to school.
Like, I went back, I tookclasses at Harvard, I took
classes at Oxford, like Ilearned at the basics and built
the foundation and understoodit, and then kind of moved
through some prompt engineering.
And and I think that you know,um, everybody's starting to
compress that knowledge andgrowing, and now we're kind of
(10:03):
in the world of agents and stufflike that.
But this is a foundationaltechnology, like the internet,
right?
And I and it was funny, I wasjoking with some some uh uh
clients that they used to saythat on the resume, right?
Like when people are applyingfor jobs, they said it used to
say experience with the worldwide web on resumes, right?
SPEAKER_02 (10:27):
Worldwide web is already a flag, yeah, yeah.
SPEAKER_01 (10:31):
It was like worldwide web.
Like, and this was like when noone wanted to put in their
credit card online, and youknow, you're still kind of in
dial up.
I mean, AI is now something, uh,a skill set that I believe
employers are looking for.
I I believe uh agencies, likeyou're getting you're getting
you know investigated on, youknow, where are you using this?
(10:53):
And I think there's a lot of lipservice that's happening
currently.
And I do think people arestarting to use it and catch up,
but I mean, this is like as bigor bigger, uh probably bigger, I
believe, bigger than theinternet, right?
So, like, if you knew that theinternet was going to become
what it was gonna become, thenlike why would you not embrace
(11:14):
this?
And and and I think you alreadysee the like productivity gains
and you see what's possible.
And going back to what you said,being a creative, I you know,
certainly uh I I have a creativeside as well, and it it allows
you to do so much more and inother verticals and it lets you
touch other things, and uh youknow, creatives can bridge that
(11:36):
that like you don't have to golearn Python, right?
Like, like, I mean, there thereare there are things that like I
wanted to do.
I have this huge book on like Iwant to automate everything with
Python, right?
And I'm like starting to readit, and now I'm like reading the
book and I'm going, all right,let me like get the gist of the
overview, and then I'm like, allright, let's go, like cloud, you
(11:59):
know.
So um, so I I don't know.
I'm I'm I'm curious also from aninterpretation standpoint for
you, what what are you seeing onhow important content's
becoming?
What are you seeing with AIgenerated kind of slop versus
like content that's beingcreated?
Like, how are you seeing it umshow up in in results, whether
(12:20):
it be AI search or uh SEO, uhtraditional search engines?
Like, just curious kind of howyou're viewing the world from uh
where uh like human writtenwriting fit fits into it.
And you were sharing someexamples of like that that that
that lens of experience that youcan provide, but a lot of that
(12:41):
can can be synthesized, like andand there's synthetic audiences,
and um there's actually a lot oftools where you you can kind of
test out uh ad model and see howdifferent audiences are going to
interpret it.
And I just am like going, what'sreal and what's not real?
And that's kind of where where Iam today is like, okay, like is
(13:02):
that post real?
Like, did that person reallydie?
Did that person say this?
Like, what happened?
Like, I don't know, like likeverification uh uh of trust, I
feel like is like a huge issueright now.
SPEAKER_02 (13:16):
Um and I feel like that's where a lot of the fear
of um people come from when itcomes to AI, they feel like it's
just gonna take over the world.
We're gonna have, I don't know,non-humans who look like humans
walking with us down the streetor whatever.
I I mean I don't know what youknow.
SPEAKER_01 (13:38):
Well, you're like that could happen actually.
Not quite there yet, yeah.
SPEAKER_02 (13:43):
But at least for AI in terms of operations and
businesses, it's it's just beenvery helpful.
Um I think I think it's humannature that we want what we
don't currently have, and rightnow it's it's um that bigger
layer of humanity.
At least that's what it feelslike online because everyone's
(14:06):
online, everyone feels likethey've curated a perfect feed,
a perfect story to tell you.
And so what now works are theless curated, the less thought
out, at least how it seems,right?
Yap videos are booming, they arethriving because it's just a
person sitting down in theircar, blabbing.
(14:27):
Literally, that's it, that's thecontent, and they sell you a
product, they close a deal.
Um, it feels so real, it feelsso personal, and that's what
people are looking for rightnow.
And it's interesting because umthe younger generation or the
Gen Z, the Gen Alpha, they'vepractically lived and breathed,
you know, their whole lives inthis space, and it's them who
(14:50):
are craving for that analoglife.
Um, these kids are not evencreating social media accounts
anymore.
I mean, the the Gen Zers, theyhave a social media account that
they barely use.
They don't even upload a photo.
Apparently, that's not cool.
As for my 17-year-old sibling.
(15:11):
Um, they don't do storiesanymore, they just do that for
private messaging, andeverything else is offline, at
least what they think isoffline.
My younger sibling had justasked my mother the other day if
she could have a non-smartphone.
Where am I gonna get thisnon-smartphone?
SPEAKER_01 (15:31):
There's something called can, I think it's called
canned, it's called the can orsomething like that.
Um but I I have young kids.
And so, like, we're we're havingthese discussions of like what
like what is like evenAustralia, right?
They said is it 16 that you'renot allowed to have a social
media account or a phone?
(15:53):
Like, can can you do you knowwhat I'm talking about?
SPEAKER_02 (15:56):
Um, the restrictions, I think it it
varies for country also, becausein the Philippines, I believe
it's 18.
SPEAKER_01 (16:03):
Oh, really?
Okay.
Yeah.
So there, I mean, social mediadoes a lot to people.
And like, there's actually sothere's a there's a big lawyer
here in in Houston that just uhwon a case against uh Meta about
causing like depression in kidsfrom social media, and it's
highlighting the risks of what'shappening, and you know, parents
(16:28):
are responding, and like, Imean, these this is a world that
not not everybody grew up in,and I think that a lot of people
in Silicon Valley kind of knewthe the concerns with it and
didn't let their kids on socialmedia, and I mean they're
competing with everyone in theworld, but to to your point,
from the influencer standpoint,I like it is it is so natural
(16:49):
just to listen to some, and thensomeone's like, Oh, biohack,
like just go um take this salt,it's only like five bucks, and I
look it up, it's like fiftydollars, and I was just like,
Okay, and then I like reverseengineer it, and then I'm like
going, okay, let's do someinvestigation with AI on this
thing, and it's just like, no,don't take the salt, just eat um
(17:11):
healthy food, you know.
And but but I mean, it's very,you know, if you're listening to
somebody and they casuallymention something, then you go,
Wait, the like this is kind ofthe dark social uh component uh
that was going around a coupleof years ago of what actually
leads to a sale.
Someone saw this, this happened,this happened, and they're
(17:33):
building a mental map in theirhead, and then they take action.
And I feel like Gan GaryVanderchuk has been talking a
lot about this, and and it iscoming um from Asia, and I am
seeing it throughout uh Americanow, and people are like talking
about it.
And I I hadn't heard it calledwhen you said yapping heads.
Like I didn't know what youmeant immediately, but then when
(17:55):
you were talking about it, I waslike, Oh, yeah, okay, that
that's definitely happening.
SPEAKER_02 (17:59):
Yeah, yeah, it's it's personalization, but again,
so AI, if you know how to useit, um, can take your favorite
influencers, put slap their umlinks on your platform, have AI,
you can have Claude do thatperplexity, analyze all that for
you, and it tells you which onesare the outliers, which are the
(18:20):
best performing content piecesand why they perform.
And then it breaks all of thosefactors down for you so that you
know how you can actually createcontent that works well with
your personality.
And I feel like, again, ascreatives, yes, there are
moments of magic, but there arealso moments of I'm stuck.
(18:41):
And I feel like AI is such agreat balancing, you know, like
a person, a thing, an it tobounce your ideas with, um, just
so you can hear becausesometimes you just need it to
hear it out loud, or you justneed to see it from another
perspective for it to makebetter sense to you.
Um, so yeah, and you see thatyou see a lot of um creators
(19:06):
have have also embraced thatonline um and even marketing
campaigns.
You see viral marketingcampaigns um of these big life,
not even larger than life bagsum on certain streets in the
states, and you'd think thatit's real.
(19:26):
You'd go there, people arelooking for it, and then voila,
it was just AI all along, butthey've already brought in so
much traction to their brand.
So it's it's how do you use it?
How do you one up it?
SPEAKER_01 (19:38):
You know, it it in that vein.
Uh I saw, I guess it was likethe anniversary of the fire
festival, like that fakefestival on the island.
Like, I'm sorry to say, I'mlike, oh my gosh, if they tried
to do that now, like how many,like, how how far could you take
it?
I mean, there was I you know,then I was like reading some of
the stories about like I thinkit was like like two pieces of
(20:02):
bread is like what you got toeat.
That was all the food, and youwere stuck.
So, I mean, it's just a crazyworld we live in.
I would uh let's bring it backto the people that are listening
to let's talk about some usecases of kind of when you're
looking at content.
Uh, you you talked a little bitabout some some use cases of LMs
(20:24):
from an analysis standpoint ofuh social media posts.
There certainly is amathematical algorithm of what
works and why it works, and um,all these different platforms do
work a little bit differently,look at different kinds of
components, and and certainlymastering the different
channels.
Um, there's a lot to say forthat.
And and a lot of well, likeFacebook and other posts are
(20:45):
starting to get indexed in inGoogle, not just YouTube.
And so your entire presenceonline is uh your the the entity
of you as a person is beingbuilt out, and all the
associations, and you know, PRis is incredibly important and
and content creation is in this,and you certainly don't want to
turn it over to the AI and haveit drive your your personal
(21:08):
brand or your company's brand ifit's not going in the right
direction, right?
It's like that you you you youyou like have have a lawnmower
going and like you jump off itand it just keeps going.
Um and uh yeah, I'm thinkingback to the time where a riding
lawnmower went into the lake uhwhen we were mowing.
Uh, when I was younger, like itjust keeps going and you gotta
you gotta pay attention to towhat's happening.
(21:30):
But uh I would love to hear someuse cases of how you're using uh
AI to leverage what you'redoing, as well as what were you
not doing before AI?
And now when you're utilizingthe AI versus uh maybe just
human done, have you done anycomparisons to see how how
that's showing up uh across theinternet?
SPEAKER_02 (21:53):
Okay.
Um three major points to it, Ithink.
The first one being To yourpoint, with us being so
integrated into the internet,nobody is no longer a brand.
Basically, whether you like itor not, you are building a
(22:15):
brand.
You are a brand.
So if you don't write thatnarrative, the internet will.
Because before, for example,Instagram was um used to show
off where you were today, whatyou had for lunch, you know, all
those um flat lay photos.
That's what it used to be for.
(22:35):
Cute selfies, here's thisfilter, voila.
Right?
But these days, that's not thecase anymore.
You are branded based on thecontent that you post online.
Oh, you're the sports girl.
Oh, you're the SEO guy.
Oh, you are the mountaineeringperson.
If you have a bunch of justrandom things on your Instagram,
(22:58):
even AI won't be able to makesense of it because, again, no
lived experience.
So it won't understand yet that,oh, just random things on your
feed, right?
So again, and this works for umpeople who are employees who
have um corporate careersbecause they think that they're
(23:20):
just, oh, I'm just working thenine to five.
This doesn't really matter, butit does.
Um, so I think that's a firstthing, point to make that no
matter who you are, what you'redoing, you are inevitably
already building yourself up asa brand.
So you really have to think thatthrough.
How would you like to be knownas?
Because everything that you postonline will not just be
(23:41):
immortalized, but will be highlyassociated to you.
That is you, that is your brand,right?
Um, the second one, as per usecases, um, insight is one of the
most guiding principles when itcomes to content creation,
understanding your insights,right?
So every content piece that youput out there, you see your
(24:02):
impressions, your engagement,um, the time that people started
engaging, when you posted it,which one works, which parts of
your audience, um, yourfollowers resonated with that
certain piece of content.
There's now a reshare icon thatyou see, okay, how well does
this land with the people thatI'm talking to?
(24:24):
Are they confident enough toshare it with other people?
Are they confident enough torepost it or reshare it on their
own feed on their own timeline?
Because those two say so muchabout the content that you've
posted.
Um, and with AI, you get toreally deep dive into the
details of okay, here's my feedout of 100 posts of mine.
(24:46):
Which ones work the best andwhat do they have in common?
Is there a pattern thatsometimes you're also sporadic?
You just do it because you'repassionate.
Have a great idea today.
I record it, I shoot it, I can'twait.
So I just post it, right?
Um, so yeah.
And then again, automation isthere.
You can now schedule things,whether that's natively through
(25:08):
a third-party platform, you cando that.
And then the third layer to itis now with AI, you don't just
measure your own content, youcan do that across the content
of other people too.
So, as I've mentioned earlier,now for example, um, with Gary,
uh, this whole time I thought itwas Vaynerchuk.
(25:29):
So it's Vanerchuk.
SPEAKER_01 (25:34):
I think he goes by both.
Like, I think he he's just like,it's me.
Gary me.
Yeah, yeah.
SPEAKER_02 (25:42):
Yeah, yeah.
You can get insights from hisposts, from his content.
If you have specific contentpieces that you want to follow
or that you think you can pulloff, you can grab those links
from different um key opinionleaders out there, put them on
AI, and then that scans it foryou.
(26:03):
It even tells you, okay, this isbest posted at this hour because
the people who want to see thiscontent are awake, alive, and
engaged at this hour, right?
Or even create your talking headscripts for you.
Because sometimes you have, forexample, me, I'm literally
rambling on because I have somuch to say, but I can put all
(26:23):
of this into an AI platform andhave it trim it down to 30
seconds, make it sound like me.
For as long as you've taken thetime to again sit down with it,
teach it the skill that you wantit to learn, then it makes your
life easier.
But again, you still have tomake that initial investment of
(26:45):
sitting with it.
Um, one thing that I super lovedoing is creating skills on
perplexity.
So we choose the Claude Co-workas the back-end support of it,
but just creating skills thatyou need for content creation,
the creative iterations that youmake for every content piece, it
(27:05):
does the revisions for you, um,to create your scripts, to see
how you can better place this,to even brand every content
piece.
Because at the end of the day,for yourself as a person, um,
your branding might be a lotmore subtle.
But if you're working with abrand, for example, for
(27:25):
yourself, if you have clientsthat need to be better branded
because they're corporate orthey're um a fast-moving
consumer good or whatnot, thenyou might have to think of
rethink that strategy and figureout a way.
Okay, how do I lessen the timethat I spend behind the screen
and still come up with the sameoutput?
And that's where AI is veryhelpful.
SPEAKER_01 (27:48):
Okay, so you hit on a couple things that that I
wanted to highlight and get youropinion on.
Um, uh, certainly I have my myown opinions on it.
So uh building a personal brandis important for employee, for a
business.
That's what a spokesperson usedto be.
Now you have kind of like youknow, CEOs, right, raising
(28:11):
money, leading, landing deals,driving the business, depending
on any size you're at, who youare.
Like we have celebrity CEOs allover the place now, right?
Like, like just look at ElonMusk, look at uh Nvidia.
Like you, you just you havethese people that that can
create a huge amount ofinfluence, whether it be social
media or other, but you have tohave a brand.
(28:33):
People need to know who you are,and and they make judgments on
that.
That has always been around,like from the spokesperson to
the celebrity CEO.
And and anytime you moveanywhere, you want to make
yourself as uh if you're workingwith the company invaluable.
Like I'm even seeing uh kind oflike you know, private equity
people like they don't want topost um because they don't think
(28:55):
it's important, but but it isimportant if you're if you're
putting deals together.
Now, if you make that connectionto growing a business or a
brand, and that's where we'rereally seeing it, is like, okay,
your company is an entity, um,your your self is a per personal
entity, and then you have allthese kind of associations of
(29:15):
different things that you'reassociated with, that those are
all kind of where's thatconnection on the knowledge
graph.
And so, you know, content,whether it be social media
content or blog content or whereyou know, video, wherever you're
at, you're you're building thatstory, like you said.
And I think that Facebook, um,you know, a lot of times people
(29:35):
are posting random stuff or oreven Instagram, so it's very
hard for the AI to categorize itbecause like you know, you're
kind of all over the place, andthe people that like pizza,
yeah.
And so, so but if you're abusiness and you know, years
ago, people are like, Well, oh,Instagram's not important,
TikTok's not important, likethat keeps changing, yeah.
But it's just like this is wherepeople are, and you need to
(29:58):
understand who your targetpersona is and and how you're
reaching them, and and what kindof content do they engage with
and interact with, and and thatdoesn't matter.
And now I think it's just likeyou have access to everybody
from their phone to to to towhatever they're doing from all
these different platforms haveopened up, like paid, like you
can run ads on Disney now, ESPN,like you can reach people
(30:20):
anywhere, you can form thatmessage however you like doing
it.
Um, and and I think there's justmore options today, but but
having like a good understandingof what you're trying to do.
But what would you say tobusinesses that are not engaging
in social media, that they'renot engaging on building
content?
Like, there's kind of thistransitional switch of like, oh,
(30:41):
well, I get all my business fromreferrals, and now well, those
referral sources are retiring ormoving on to something else, and
now they're going, okay, like II actually need to digitally
transform my business and uh mygrowth strategies, and you know
how to do that.
And and it it lands in contentin my mind, like that's the
engine to to all this of themessaging, and and that's
(31:05):
critically important.
Um, I mean, how are how are youtalking to businesses uh about
that that conversation?
Like, what are thoseconversations you're happening,
and how are you showing themvalue?
And like, okay, you really needto be doing, you know, XYZ, like
when you're building maybe youknow, packages for people or
(31:26):
you're you're you're doing anaudit on on you know what
they're trying to achieve versuswhere they're at.
Give me some of those in theconversation, what's happening?
It would be interesting to getthose insights.
SPEAKER_02 (31:36):
Yeah.
I mean, just to show them howmuch money they could
potentially be making just byengaging social media is almost
already a yes from there, right?
I mean, um, we've seen andworked with clients who have
been very conservative withtheir approach on marketing.
(31:58):
And within the first um six,seven months of of launching
online, they get um what, analmost 97% online revenue growth
because they they they'resurprised that there are so many
people who would rather purchaseon TikTok.
(32:21):
They are shocked that there's alot of purchase power out there
because they think that when youwant to sell on TikTok, you're
just selling to the kids.
But really, there are so manypeople out there who just want a
different kind of salesexperience.
Really, it's it's just a matterof.
So I do tell them that think ofpeople this way, right?
(32:43):
The way that you want toexperience um a purchase, and I
want to experience a purchaseare very different.
The way that we consume contentare also very different.
Some people want to hear it,some people need to see it, some
people just want to read it realquick, um, some people want to
live it.
And that's just the reality oflife.
(33:05):
And what I'm offering is not umyou have to do this, this, and
this.
What I'm saying is there aremillions of people who
experience things differently.
Why would you not want to meetthem where they are?
It's it's basically the samething that you're already doing.
I'm just bridging you to a wholeset like of new people.
(33:28):
And usually when they see thatit's not such a scary new age
idea, because usually we getpushback from companies that you
know either started as mom andpop's companies or are already
built with time and tradition,which absolutely we respect.
It's just we gotta startexploring how to move forward
(33:54):
with the times.
And again, with a background inpublishing, I also know how it
feels like to sit down in a youknow board meeting and just be
like, well, what if we just tryit?
And you can cancel it if itdoesn't work, but it almost
always works.
So here we are.
SPEAKER_01 (34:12):
I I think that that's a perfect way to kind of
bring it full circle.
The thing that I think aboutwhen what you said is I I can't
remember who was the author ofthis quote, but it was something
like you gotta get from anadvertising standpoint, this is
kind of a madman era, of gettinginto the conversation that's
(34:32):
already going on in their head.
And that conversation ishappening all kinds of different
places, all kinds of differentways.
But that's what uh well uh todayallows you to do is so many
different ways to get in that,like, and and I think that
that's why the youngergeneration has been hit so hard
(34:52):
with all this stuff, it's justlike turn it off because it's so
many Slack messages, so manyemails, you know, text messages
are now getting out of controlwith spam.
Like, it's just like I I wantanalog, right?
Like, I need a break because I'moverstimulated with this stuff.
But if you are trying to reachpeople today, there's been no
better time ever in history thatyou can reach people and
(35:15):
effectively talk to them, andand you can use all these
different tools to to help youdo that.
And you just need to become amaster uh in understanding what
the problem is you're trying tosolve for your target audience,
and then how to get in front ofthat message.
And that that's that's reallywhat it boils down to.
So, Zara, tell tell us a littlebit about your your agency, like
(35:36):
what y'all do, what youspecialize in, like kind of the
packages you offer, just to giveeverybody an idea of how they
should be thinking about stuff.
SPEAKER_02 (35:45):
Yeah, absolutely.
Um, so at Stock Admin Co., weare a growth marketing agency.
We take pride in beingexpert-led AI natives, um, but
also human first.
We want to make sure that youknow we treat the clients that
we have as if we care for thebusinesses as if they're our
(36:08):
own.
Um, we want to help see themthrive, we want to extend
opportunities to them, and wewant to not just, you know, be
there to do the task that we'resupposed to do, but we go above
and beyond.
Um, so for those of you who aretrying to figure out a way to
navigate this new world of AI,we are here for you.
(36:30):
Um, you can just head over toour site that is stockadmin.co
and reach out to us there.
SPEAKER_01 (36:38):
Awesome.
So I'm gonna take the other sideof this just to be playful.
Um, I'm gonna say uh at EWRDigital, who's sponsoring this
podcast, we are an AI firstagency.
We talk to the AIs, we speak tothe AIs.
Um, you know, we believe in theagent economy is on the rise,
(37:00):
and agents talk to agents, andwe want to be in that
conversation.
And if humans want to getinvolved, great.
You know, and I I like I'mjoking, but I'm kind of serious.
Like, I feel like there's thisagent in the loop, kind of agent
on the loop, kind of uh human orsorry, human, human in the loop,
(37:25):
because in the loop, and thenhuman on the loop, and then like
humans kind of there, but AI'sstill doing everything, and like
I I mean there's still gotta bea person doing that for you.
Yeah, well, uh yeah, yeah.
So I'm I'm being I'm being uhfacetious here, but but also
like we don't know what thefuture holds.
Like, I uh my personal belief isthere's gonna be like
(37:47):
everybody's gonna have their ownlittle agent, okay?
And they're a they're gonna talkto their agent, and their
agent's gonna tell them whateverit is, what to buy, uh how you
know, you gotta go, whatever yougot to do, like anything
physical, like, oh, go pick upthe kids, or go go, you need to
buy this at the grocery store,like whatever it is, like, but
the literally agents gonnaremember everything, and then
(38:09):
like a lot of even thatresponsibility.
Again, I'm I'm thinking in thefuture where this is going.
Then then the agents is gonnatalk to another agent, and
they're gonna do it all withoutyou, and you're just gonna be
like, Oh, this just showed up atthe house.
SPEAKER_02 (38:23):
Like, this yes, you can do that.
That already happens.
Um, you can have your agentpurchase, you know, re-up your
grocery list, and it just kindof shows up too.
SPEAKER_01 (38:32):
And then, well, and now you got drones dropping.
I don't know.
Like, I've seen it online, Ihaven't seen it here yet.
Like, it's gonna freak me outwhen like an agent just drops uh
you know stuff off.
Amazon's just draw in Walmart.
I guess Walmart has droneswarms.
I don't know if you've seen thisonline.
Like, like I don't, I don'tknow.
Like, I guess they're testing itin some areas, but I the I
(38:55):
actually have a picture, I don'tthink you can see it here.
I I I I bought it recently of uhthe Jetsons.
Okay.
Did you ever watch the Jetsons?
Did you know what the Jetsonsis?
See, look, okay, for all of youlistening, Zara is shaking her
head, she doesn't know what theJetsons is.
Okay, she is ubiquitous, shegrew up, it's like she swims in
(39:20):
water in social media, so youshould definitely hire Zara and
her team because she doesn'tknow what the Jetsons and that
that the the okay, so theJetsons, you should go look at
this.
The Jetsons was a promise.
I feel like it was a socialcontract in the 80s, and then I
I like to find these weirdconnections.
(39:40):
Like I just did this crazy postabout how I think the matrix and
terminator are connected.
Um, I I don't know why, butanyways, but I feel like the
Jetsons and the Flintstones.
Do you know the Flintstones?
SPEAKER_02 (39:54):
Yes, okay, okay.
SPEAKER_01 (39:56):
Like my theory here, uh uh like fun theory here is
they were happening at the sametime.
The the Flintstones were on theground after, like, maybe
something happened to the world,and the Jetsons lived up to the
Jetsons of Cartoon flying withthem.
Okay, okay, okay, so spaceships,right?
(40:17):
Like flying cars, like I I youknow, I just feel like the
social contract, like that wassupposed to happen already.
I still think it's on theroadmap to happen.
Um, but uh I I've been waitingfor this future for for a while,
and and I feel like it'saccelerating now.
So anybody still listening, um,thank you for listening.
(40:41):
Hopefully you've enjoyed thisconversation.
Uh ask that you leave comments,and you know, a lot of times I
know you tell me to stay ontrack, you're trying to learn
stuff.
Uh, and uh, but but leave thosecomments.
Hopefully the audio is better.
Um leave us a review, follow us,like us, share it.
Shaiko.
(41:01):
We used to say shaiko, sharelike, follow us.
Uh it helps.
And um, you know, leave acomment about something you want
to hear about, and and we'llwe'll we'll talk about it.
I'm gonna start doing somedifferent series.
Uh, I have a lot of requests.
I just finished this likeaccelerated MBA program, and so
I'm gonna have a lot more time.
And, you know, so thank you somuch, everybody, for listening.
(41:22):
Uh, go check out uhstockadmin.co, uh Zara.
How do people follow follow youon social media?
What where do you post your yourideas and thoughts and that sort
of thing?
SPEAKER_02 (41:35):
Yeah, on socials, I personally am at Zara Carbonell
and of course stock admin co onsocials as well.
SPEAKER_01 (41:42):
Awesome.
Well, thank you so much forbeing on the show, everyone.
Thank you so much for listening.
If you want to grow yourbusiness with the largest, most
powerful tool on the planet, theinternet and LLMs right now, and
who knows what the new AI isgoing to be in the future.
Stay tuned to the unknownsecrets of internet marketing.
I'm your host, Matt Bertram.
Bye bye for now.
This is the unknown secrets of internet marketing.
Your insider guide to thestrategies top marketers use to
crush the competition.
Ready to unlock your businessfull potential.
Let's get started.
SPEAKER_01 (00:15):
Howdy, welcome now to another fun filled episode of
The Unknown Secrets of InternetMarketing.
I am your host, Matt Bertram.
I can't talk today.
It's 8:30 in the morning whenwe're recording this podcast.
I just got back from a gill lastnight.
So uh excuse uh any uh wordsthat merge together and you
think I can't speak.
(00:36):
But if you do listen, uh we'regonna talk about some good
things.
We've been talking a lot aboutwhere things are going with AI.
We went really deep on the lastpodcast of kind of
orchestration, setup, agents,all that sort of thing.
But the thing that I wanteverybody to remember is it's
really about content.
It's really about heat, it'sreally about you know expertise,
(00:58):
authority, trust, experience,what you're putting out there uh
about building your digital twinonline with your brand, who you
are, your connections, yourassociation.
So we're really like mapping thethe digital landscape with who
you are and what's happening inperson and trying to make those
connections.
And PR and content is one of thegreat ways to do that.
(01:21):
And so I wanted to bring on acontent marketer that um I was
referred to, that uh just has alot to say about this, and uh,
I'm excited to have a genuineconversation, looking at it from
the content standpoint andgetting away from a lot of the
technical stuff.
And uh, Zara, welcome to theshow.
SPEAKER_02 (01:43):
Hi, hi Matt.
Good morning from that side ofthe world.
I am taking this call at 9:30p.m.
here from Manila, um, thePhilippines.
So I hope one of these days youmake it to Asia.
Um very happy to be here.
SPEAKER_01 (01:59):
Just not during hurricane season.
SPEAKER_02 (02:00):
Okay, yeah, yeah, no, definitely July and August.
SPEAKER_01 (02:04):
Yeah, so I yeah, I am I'm um I'm planning a trip
through South Africa toAustralia, and I do plan on uh
stopping by the Philippines andum, you know, so uh thank you so
much for coming on the show.
Um I think that we're in areally interesting time in the
digital marketing landscape.
(02:25):
I think things are changing alot.
I I remember a lot of feararound content creators, uh, and
and uh you know, content writersthat AI was gonna like replace
their jobs and you knoweverything was gonna change.
And we've heard that a lot,right?
SEO, like SEO is dead, long ofSEO, and it just kind of changes
(02:47):
and evolves and transforms.
So I would like to hear kind ofwhat what you're seeing, what
are you looking at?
What are the trends that are outthere that are on your mind
today?
SPEAKER_02 (02:56):
Yeah, yeah, no.
Um very excited to have thisconversation.
So a bit of context.
I grew up in publishing, likeold school hardcore publishing.
We used to own um a newspaperhere in the Philippines, and you
can imagine how old school, oldschool it can get, right?
Um, from the newspaper, itbecame a magazine, it became a
(03:19):
digital magazine, and theneventually, obviously, we sold
it, transitioned into tech, etc.
Rest was history.
So I'm saying this because withthat context, I've seen the fear
being lived among um members ofthe organization and even um
having the thoughts of maybe weare gonna be fossils one of
(03:40):
these days, you know, it mightnot make sense at some point.
Um, but for those of us who haveembraced that journey through
technology and innovation, whatI'm seeing is just more free and
creative um people in the space.
(04:01):
And it's more that I don't thinkthat that AI is replacing
anyone.
To be honest, I think more thananything, it's it's a tool.
Someone still has to pick it up,someone has to use it.
You are basically its manager.
So if you know how to leveragethe platform or you know, the
(04:21):
software for yourself, thenthat's all well and great for
you.
Um especially now withmarketing, you've mentioned it,
uh, everyone's been talkingabout it.
Um there's so many layers to it.
And I'm sure you've heard ittime and time again.
There are two bits of marketing,right?
There's um the funnel, the funside is what I personally call
(04:43):
it because I'm a creative.
So it's doing the strategy,creative work, brand
storytelling, positioning, andall of that.
And then there's the analyticalside, which is also very, very
important.
This is where we make ourprojections, we make sure we hit
our robots, we make sure thatthe money makes sense, the
strategy is making sense.
And while they're both verydifferent and very important,
(05:04):
they take up so much time.
And I think where AI works bestis really making sure that the
humans in charge of those twotasks are not drowning in
operational tasks for hours andhours a day.
I think it's um being able tooffload the recurring tasks, the
(05:27):
iterations, the um please checkthis, um, please scan for any um
patterns that you're seeing.
How do I optimize my budget forthis ad?
How do I make sure my campaignis doing well, hitting the right
people, etc., etc., and shiftthe focus of the humans to the
(05:47):
things that none-humans can'tdo.
Basically build relations, entercontext, um provide lived
experience, insight.
So it's pretty cool seeingeverything come to life and just
um marrying those two worlds.
SPEAKER_01 (06:06):
You know, I would tell you that you hit on
something that I've been hearingover and over again is that
personal connection, that humanconnection.
Uh actually, all day yesterday,I was meeting with clients, I
was meeting with um, you know,people I uh contractors, people
I work with, like meeting peoplein person, okay, makes a huge
(06:29):
difference.
Like in this world since COVID,like, you know, I'm just done
with the meetings.
And I feel like a lot of otherpeople are too.
And and I think that um meetingsomebody in person, it it's a
different level now, right?
And even sending stuff in themail, it's a different level of
just it being all digital andonline.
(06:49):
And I feel like there's apendulum that that that swings
back and forth.
Um, and and I love what you'resaying about like the
automation.
So, you know, for those of thatyou listen to the show, I might
be creating a vocabulary thatyou're familiar with, but people
a lot of times that um reach outto me, have have a problem, and
(07:11):
then they go online and they doa bunch of research, and then
they they like binge listen to acouple of shows, and then they
message me and they're like, I'mtrying to solve this problem.
And you know, I just feel likeeverything's been accelerated,
okay.
Like the trend online, the trendof paid ads because of COVID,
like what's possible,automation.
(07:33):
So a lot of those tasks that youcan hand off.
I feel like AI is a superpowerto a degree, uh, because it just
amplifies whatever you're reallygood at, but it also amplifies
what you're really bad at,right?
And and so, like data hygiene isbecoming like I was joking
halfway about starting like anonprofit about like data
(07:56):
hygiene because no one teachesit, no one talks about it, and
you know, people are talkingabout hallucinizations.
I'm like, if your data's notclean, like there's gonna be
false positives, there's gonnabe bad data if you're not
prompting things correctly andnot telling it what to do, or
even if you're miscommunicatingon something.
SPEAKER_02 (08:16):
I mean, I know that everyone always says this that
communication is important, butnow literally more than ever,
and it it amplifies that itactually shows if you are not
able to communicate yourthoughts clearly because you are
its manager.
So if you get garbage output,you know why.
SPEAKER_01 (08:38):
Yeah, well, I I I think it's a mirror, right?
Like, I think it's a mirror islike, okay, like if you're
trying to train somebody how todo something, and you have
literally like if you say, Okay,this is a really, really
intelligent, like intern orperson that doesn't understand
the industry, but they're supersmart, yeah, and you don't lay
out your steps or your SOP orcommunicate clearly what you're
(08:59):
asking for, the output you'regonna get is not what you're
looking for.
And then you're like, Well, whydid I get this output?
And it's like there's nobodygets like, Oh, the model's bad.
It's like, well, well, maybeit's yeah, human error to a
certain degree of how youinteract with the model.
And you know, when when AIreally came on the scene, um,
(09:20):
just a a little backstory on mefor those that listen, I I
didn't talk about AI initially,right?
Like, I didn't want to startsaying stuff that I didn't know.
Uh, I was on like SE rankings,one of their first podcasts
about AI, and I had just startedto use it, and I was like, here
is what I'm doing with it,here's what I'm using, but I
(09:40):
didn't really, I wasn't reallytalking about it.
And I went back to school.
Like, I went back, I tookclasses at Harvard, I took
classes at Oxford, like Ilearned at the basics and built
the foundation and understoodit, and then kind of moved
through some prompt engineering.
And and I think that you know,um, everybody's starting to
compress that knowledge andgrowing, and now we're kind of
(10:03):
in the world of agents and stufflike that.
But this is a foundationaltechnology, like the internet,
right?
And I and it was funny, I wasjoking with some some uh uh
clients that they used to saythat on the resume, right?
Like when people are applyingfor jobs, they said it used to
say experience with the worldwide web on resumes, right?
SPEAKER_02 (10:27):
Worldwide web is already a flag, yeah, yeah.
SPEAKER_01 (10:31):
It was like worldwide web.
Like, and this was like when noone wanted to put in their
credit card online, and youknow, you're still kind of in
dial up.
I mean, AI is now something, uh,a skill set that I believe
employers are looking for.
I I believe uh agencies, likeyou're getting you're getting
you know investigated on, youknow, where are you using this?
(10:53):
And I think there's a lot of lipservice that's happening
currently.
And I do think people arestarting to use it and catch up,
but I mean, this is like as bigor bigger, uh probably bigger, I
believe, bigger than theinternet, right?
So, like, if you knew that theinternet was going to become
what it was gonna become, thenlike why would you not embrace
(11:14):
this?
And and and I think you alreadysee the like productivity gains
and you see what's possible.
And going back to what you said,being a creative, I you know,
certainly uh I I have a creativeside as well, and it it allows
you to do so much more and inother verticals and it lets you
touch other things, and uh youknow, creatives can bridge that
(11:36):
that like you don't have to golearn Python, right?
Like, like, I mean, there thereare there are things that like I
wanted to do.
I have this huge book on like Iwant to automate everything with
Python, right?
And I'm like starting to readit, and now I'm like reading the
book and I'm going, all right,let me like get the gist of the
overview, and then I'm like, allright, let's go, like cloud, you
(11:59):
know.
So um, so I I don't know.
I'm I'm I'm curious also from aninterpretation standpoint for
you, what what are you seeing onhow important content's
becoming?
What are you seeing with AIgenerated kind of slop versus
like content that's beingcreated?
Like, how are you seeing it umshow up in in results, whether
(12:20):
it be AI search or uh SEO, uhtraditional search engines?
Like, just curious kind of howyou're viewing the world from uh
where uh like human writtenwriting fit fits into it.
And you were sharing someexamples of like that that that
that lens of experience that youcan provide, but a lot of that
(12:41):
can can be synthesized, like andand there's synthetic audiences,
and um there's actually a lot oftools where you you can kind of
test out uh ad model and see howdifferent audiences are going to
interpret it.
And I just am like going, what'sreal and what's not real?
And that's kind of where where Iam today is like, okay, like is
(13:02):
that post real?
Like, did that person reallydie?
Did that person say this?
Like, what happened?
Like, I don't know, like likeverification uh uh of trust, I
feel like is like a huge issueright now.
SPEAKER_02 (13:16):
Um and I feel like that's where a lot of the fear
of um people come from when itcomes to AI, they feel like it's
just gonna take over the world.
We're gonna have, I don't know,non-humans who look like humans
walking with us down the streetor whatever.
I I mean I don't know what youknow.
SPEAKER_01 (13:38):
Well, you're like that could happen actually.
Not quite there yet, yeah.
SPEAKER_02 (13:43):
But at least for AI in terms of operations and
businesses, it's it's just beenvery helpful.
Um I think I think it's humannature that we want what we
don't currently have, and rightnow it's it's um that bigger
layer of humanity.
At least that's what it feelslike online because everyone's
(14:06):
online, everyone feels likethey've curated a perfect feed,
a perfect story to tell you.
And so what now works are theless curated, the less thought
out, at least how it seems,right?
Yap videos are booming, they arethriving because it's just a
person sitting down in theircar, blabbing.
(14:27):
Literally, that's it, that's thecontent, and they sell you a
product, they close a deal.
Um, it feels so real, it feelsso personal, and that's what
people are looking for rightnow.
And it's interesting because umthe younger generation or the
Gen Z, the Gen Alpha, they'vepractically lived and breathed,
you know, their whole lives inthis space, and it's them who
(14:50):
are craving for that analoglife.
Um, these kids are not evencreating social media accounts
anymore.
I mean, the the Gen Zers, theyhave a social media account that
they barely use.
They don't even upload a photo.
Apparently, that's not cool.
As for my 17-year-old sibling.
(15:11):
Um, they don't do storiesanymore, they just do that for
private messaging, andeverything else is offline, at
least what they think isoffline.
My younger sibling had justasked my mother the other day if
she could have a non-smartphone.
Where am I gonna get thisnon-smartphone?
SPEAKER_01 (15:31):
There's something called can, I think it's called
canned, it's called the can orsomething like that.
Um but I I have young kids.
And so, like, we're we're havingthese discussions of like what
like what is like evenAustralia, right?
They said is it 16 that you'renot allowed to have a social
media account or a phone?
(15:53):
Like, can can you do you knowwhat I'm talking about?
SPEAKER_02 (15:56):
Um, the restrictions, I think it it
varies for country also, becausein the Philippines, I believe
it's 18.
SPEAKER_01 (16:03):
Oh, really?
Okay.
Yeah.
So there, I mean, social mediadoes a lot to people.
And like, there's actually sothere's a there's a big lawyer
here in in Houston that just uhwon a case against uh Meta about
causing like depression in kidsfrom social media, and it's
highlighting the risks of what'shappening, and you know, parents
(16:28):
are responding, and like, Imean, these this is a world that
not not everybody grew up in,and I think that a lot of people
in Silicon Valley kind of knewthe the concerns with it and
didn't let their kids on socialmedia, and I mean they're
competing with everyone in theworld, but to to your point,
from the influencer standpoint,I like it is it is so natural
(16:49):
just to listen to some, and thensomeone's like, Oh, biohack,
like just go um take this salt,it's only like five bucks, and I
look it up, it's like fiftydollars, and I was just like,
Okay, and then I like reverseengineer it, and then I'm like
going, okay, let's do someinvestigation with AI on this
thing, and it's just like, no,don't take the salt, just eat um
(17:11):
healthy food, you know.
And but but I mean, it's very,you know, if you're listening to
somebody and they casuallymention something, then you go,
Wait, the like this is kind ofthe dark social uh component uh
that was going around a coupleof years ago of what actually
leads to a sale.
Someone saw this, this happened,this happened, and they're
(17:33):
building a mental map in theirhead, and then they take action.
And I feel like Gan GaryVanderchuk has been talking a
lot about this, and and it iscoming um from Asia, and I am
seeing it throughout uh Americanow, and people are like talking
about it.
And I I hadn't heard it calledwhen you said yapping heads.
Like I didn't know what youmeant immediately, but then when
(17:55):
you were talking about it, I waslike, Oh, yeah, okay, that
that's definitely happening.
SPEAKER_02 (17:59):
Yeah, yeah, it's it's personalization, but again,
so AI, if you know how to useit, um, can take your favorite
influencers, put slap their umlinks on your platform, have AI,
you can have Claude do thatperplexity, analyze all that for
you, and it tells you which onesare the outliers, which are the
(18:20):
best performing content piecesand why they perform.
And then it breaks all of thosefactors down for you so that you
know how you can actually createcontent that works well with
your personality.
And I feel like, again, ascreatives, yes, there are
moments of magic, but there arealso moments of I'm stuck.
(18:41):
And I feel like AI is such agreat balancing, you know, like
a person, a thing, an it tobounce your ideas with, um, just
so you can hear becausesometimes you just need it to
hear it out loud, or you justneed to see it from another
perspective for it to makebetter sense to you.
Um, so yeah, and you see thatyou see a lot of um creators
(19:06):
have have also embraced thatonline um and even marketing
campaigns.
You see viral marketingcampaigns um of these big life,
not even larger than life bagsum on certain streets in the
states, and you'd think thatit's real.
(19:26):
You'd go there, people arelooking for it, and then voila,
it was just AI all along, butthey've already brought in so
much traction to their brand.
So it's it's how do you use it?
How do you one up it?
SPEAKER_01 (19:38):
You know, it it in that vein.
Uh I saw, I guess it was likethe anniversary of the fire
festival, like that fakefestival on the island.
Like, I'm sorry to say, I'mlike, oh my gosh, if they tried
to do that now, like how many,like, how how far could you take
it?
I mean, there was I you know,then I was like reading some of
the stories about like I thinkit was like like two pieces of
(20:02):
bread is like what you got toeat.
That was all the food, and youwere stuck.
So, I mean, it's just a crazyworld we live in.
I would uh let's bring it backto the people that are listening
to let's talk about some usecases of kind of when you're
looking at content.
Uh, you you talked a little bitabout some some use cases of LMs
(20:24):
from an analysis standpoint ofuh social media posts.
There certainly is amathematical algorithm of what
works and why it works, and um,all these different platforms do
work a little bit differently,look at different kinds of
components, and and certainlymastering the different
channels.
Um, there's a lot to say forthat.
And and a lot of well, likeFacebook and other posts are
(20:45):
starting to get indexed in inGoogle, not just YouTube.
And so your entire presenceonline is uh your the the entity
of you as a person is beingbuilt out, and all the
associations, and you know, PRis is incredibly important and
and content creation is in this,and you certainly don't want to
turn it over to the AI and haveit drive your your personal
(21:08):
brand or your company's brand ifit's not going in the right
direction, right?
It's like that you you you youyou like have have a lawnmower
going and like you jump off itand it just keeps going.
Um and uh yeah, I'm thinkingback to the time where a riding
lawnmower went into the lake uhwhen we were mowing.
Uh, when I was younger, like itjust keeps going and you gotta
you gotta pay attention to towhat's happening.
(21:30):
But uh I would love to hear someuse cases of how you're using uh
AI to leverage what you'redoing, as well as what were you
not doing before AI?
And now when you're utilizingthe AI versus uh maybe just
human done, have you done anycomparisons to see how how
that's showing up uh across theinternet?
SPEAKER_02 (21:53):
Okay.
Um three major points to it, Ithink.
The first one being To yourpoint, with us being so
integrated into the internet,nobody is no longer a brand.
Basically, whether you like itor not, you are building a
(22:15):
brand.
You are a brand.
So if you don't write thatnarrative, the internet will.
Because before, for example,Instagram was um used to show
off where you were today, whatyou had for lunch, you know, all
those um flat lay photos.
That's what it used to be for.
(22:35):
Cute selfies, here's thisfilter, voila.
Right?
But these days, that's not thecase anymore.
You are branded based on thecontent that you post online.
Oh, you're the sports girl.
Oh, you're the SEO guy.
Oh, you are the mountaineeringperson.
If you have a bunch of justrandom things on your Instagram,
(22:58):
even AI won't be able to makesense of it because, again, no
lived experience.
So it won't understand yet that,oh, just random things on your
feed, right?
So again, and this works for umpeople who are employees who
have um corporate careersbecause they think that they're
(23:20):
just, oh, I'm just working thenine to five.
This doesn't really matter, butit does.
Um, so I think that's a firstthing, point to make that no
matter who you are, what you'redoing, you are inevitably
already building yourself up asa brand.
So you really have to think thatthrough.
How would you like to be knownas?
Because everything that you postonline will not just be
(23:41):
immortalized, but will be highlyassociated to you.
That is you, that is your brand,right?
Um, the second one, as per usecases, um, insight is one of the
most guiding principles when itcomes to content creation,
understanding your insights,right?
So every content piece that youput out there, you see your
(24:02):
impressions, your engagement,um, the time that people started
engaging, when you posted it,which one works, which parts of
your audience, um, yourfollowers resonated with that
certain piece of content.
There's now a reshare icon thatyou see, okay, how well does
this land with the people thatI'm talking to?
(24:24):
Are they confident enough toshare it with other people?
Are they confident enough torepost it or reshare it on their
own feed on their own timeline?
Because those two say so muchabout the content that you've
posted.
Um, and with AI, you get toreally deep dive into the
details of okay, here's my feedout of 100 posts of mine.
(24:46):
Which ones work the best andwhat do they have in common?
Is there a pattern thatsometimes you're also sporadic?
You just do it because you'repassionate.
Have a great idea today.
I record it, I shoot it, I can'twait.
So I just post it, right?
Um, so yeah.
And then again, automation isthere.
You can now schedule things,whether that's natively through
(25:08):
a third-party platform, you cando that.
And then the third layer to itis now with AI, you don't just
measure your own content, youcan do that across the content
of other people too.
So, as I've mentioned earlier,now for example, um, with Gary,
uh, this whole time I thought itwas Vaynerchuk.
(25:29):
So it's Vanerchuk.
SPEAKER_01 (25:34):
I think he goes by both.
Like, I think he he's just like,it's me.
Gary me.
Yeah, yeah.
SPEAKER_02 (25:42):
Yeah, yeah.
You can get insights from hisposts, from his content.
If you have specific contentpieces that you want to follow
or that you think you can pulloff, you can grab those links
from different um key opinionleaders out there, put them on
AI, and then that scans it foryou.
(26:03):
It even tells you, okay, this isbest posted at this hour because
the people who want to see thiscontent are awake, alive, and
engaged at this hour, right?
Or even create your talking headscripts for you.
Because sometimes you have, forexample, me, I'm literally
rambling on because I have somuch to say, but I can put all
(26:23):
of this into an AI platform andhave it trim it down to 30
seconds, make it sound like me.
For as long as you've taken thetime to again sit down with it,
teach it the skill that you wantit to learn, then it makes your
life easier.
But again, you still have tomake that initial investment of
(26:45):
sitting with it.
Um, one thing that I super lovedoing is creating skills on
perplexity.
So we choose the Claude Co-workas the back-end support of it,
but just creating skills thatyou need for content creation,
the creative iterations that youmake for every content piece, it
(27:05):
does the revisions for you, um,to create your scripts, to see
how you can better place this,to even brand every content
piece.
Because at the end of the day,for yourself as a person, um,
your branding might be a lotmore subtle.
But if you're working with abrand, for example, for
(27:25):
yourself, if you have clientsthat need to be better branded
because they're corporate orthey're um a fast-moving
consumer good or whatnot, thenyou might have to think of
rethink that strategy and figureout a way.
Okay, how do I lessen the timethat I spend behind the screen
and still come up with the sameoutput?
And that's where AI is veryhelpful.
SPEAKER_01 (27:48):
Okay, so you hit on a couple things that that I
wanted to highlight and get youropinion on.
Um, uh, certainly I have my myown opinions on it.
So uh building a personal brandis important for employee, for a
business.
That's what a spokesperson usedto be.
Now you have kind of like youknow, CEOs, right, raising
(28:11):
money, leading, landing deals,driving the business, depending
on any size you're at, who youare.
Like we have celebrity CEOs allover the place now, right?
Like, like just look at ElonMusk, look at uh Nvidia.
Like you, you just you havethese people that that can
create a huge amount ofinfluence, whether it be social
media or other, but you have tohave a brand.
(28:33):
People need to know who you are,and and they make judgments on
that.
That has always been around,like from the spokesperson to
the celebrity CEO.
And and anytime you moveanywhere, you want to make
yourself as uh if you're workingwith the company invaluable.
Like I'm even seeing uh kind oflike you know, private equity
people like they don't want topost um because they don't think
(28:55):
it's important, but but it isimportant if you're if you're
putting deals together.
Now, if you make that connectionto growing a business or a
brand, and that's where we'rereally seeing it, is like, okay,
your company is an entity, um,your your self is a per personal
entity, and then you have allthese kind of associations of
(29:15):
different things that you'reassociated with, that those are
all kind of where's thatconnection on the knowledge
graph.
And so, you know, content,whether it be social media
content or blog content or whereyou know, video, wherever you're
at, you're you're building thatstory, like you said.
And I think that Facebook, um,you know, a lot of times people
(29:35):
are posting random stuff or oreven Instagram, so it's very
hard for the AI to categorize itbecause like you know, you're
kind of all over the place, andthe people that like pizza,
yeah.
And so, so but if you're abusiness and you know, years
ago, people are like, Well, oh,Instagram's not important,
TikTok's not important, likethat keeps changing, yeah.
But it's just like this is wherepeople are, and you need to
(29:58):
understand who your targetpersona is and and how you're
reaching them, and and what kindof content do they engage with
and interact with, and and thatdoesn't matter.
And now I think it's just likeyou have access to everybody
from their phone to to to towhatever they're doing from all
these different platforms haveopened up, like paid, like you
can run ads on Disney now, ESPN,like you can reach people
(30:20):
anywhere, you can form thatmessage however you like doing
it.
Um, and and I think there's justmore options today, but but
having like a good understandingof what you're trying to do.
But what would you say tobusinesses that are not engaging
in social media, that they'renot engaging on building
content?
Like, there's kind of thistransitional switch of like, oh,
(30:41):
well, I get all my business fromreferrals, and now well, those
referral sources are retiring ormoving on to something else, and
now they're going, okay, like II actually need to digitally
transform my business and uh mygrowth strategies, and you know
how to do that.
And and it it lands in contentin my mind, like that's the
engine to to all this of themessaging, and and that's
(31:05):
critically important.
Um, I mean, how are how are youtalking to businesses uh about
that that conversation?
Like, what are thoseconversations you're happening,
and how are you showing themvalue?
And like, okay, you really needto be doing, you know, XYZ, like
when you're building maybe youknow, packages for people or
(31:26):
you're you're you're doing anaudit on on you know what
they're trying to achieve versuswhere they're at.
Give me some of those in theconversation, what's happening?
It would be interesting to getthose insights.
SPEAKER_02 (31:36):
Yeah.
I mean, just to show them howmuch money they could
potentially be making just byengaging social media is almost
already a yes from there, right?
I mean, um, we've seen andworked with clients who have
been very conservative withtheir approach on marketing.
(31:58):
And within the first um six,seven months of of launching
online, they get um what, analmost 97% online revenue growth
because they they they'resurprised that there are so many
people who would rather purchaseon TikTok.
(32:21):
They are shocked that there's alot of purchase power out there
because they think that when youwant to sell on TikTok, you're
just selling to the kids.
But really, there are so manypeople out there who just want a
different kind of salesexperience.
Really, it's it's just a matterof.
So I do tell them that think ofpeople this way, right?
(32:43):
The way that you want toexperience um a purchase, and I
want to experience a purchaseare very different.
The way that we consume contentare also very different.
Some people want to hear it,some people need to see it, some
people just want to read it realquick, um, some people want to
live it.
And that's just the reality oflife.
(33:05):
And what I'm offering is not umyou have to do this, this, and
this.
What I'm saying is there aremillions of people who
experience things differently.
Why would you not want to meetthem where they are?
It's it's basically the samething that you're already doing.
I'm just bridging you to a wholeset like of new people.
(33:28):
And usually when they see thatit's not such a scary new age
idea, because usually we getpushback from companies that you
know either started as mom andpop's companies or are already
built with time and tradition,which absolutely we respect.
It's just we gotta startexploring how to move forward
(33:54):
with the times.
And again, with a background inpublishing, I also know how it
feels like to sit down in a youknow board meeting and just be
like, well, what if we just tryit?
And you can cancel it if itdoesn't work, but it almost
always works.
So here we are.
SPEAKER_01 (34:12):
I I think that that's a perfect way to kind of
bring it full circle.
The thing that I think aboutwhen what you said is I I can't
remember who was the author ofthis quote, but it was something
like you gotta get from anadvertising standpoint, this is
kind of a madman era, of gettinginto the conversation that's
(34:32):
already going on in their head.
And that conversation ishappening all kinds of different
places, all kinds of differentways.
But that's what uh well uh todayallows you to do is so many
different ways to get in that,like, and and I think that
that's why the youngergeneration has been hit so hard
(34:52):
with all this stuff, it's justlike turn it off because it's so
many Slack messages, so manyemails, you know, text messages
are now getting out of controlwith spam.
Like, it's just like I I wantanalog, right?
Like, I need a break because I'moverstimulated with this stuff.
But if you are trying to reachpeople today, there's been no
better time ever in history thatyou can reach people and
(35:15):
effectively talk to them, andand you can use all these
different tools to to help youdo that.
And you just need to become amaster uh in understanding what
the problem is you're trying tosolve for your target audience,
and then how to get in front ofthat message.
And that that's that's reallywhat it boils down to.
So, Zara, tell tell us a littlebit about your your agency, like
(35:36):
what y'all do, what youspecialize in, like kind of the
packages you offer, just to giveeverybody an idea of how they
should be thinking about stuff.
SPEAKER_02 (35:45):
Yeah, absolutely.
Um, so at Stock Admin Co., weare a growth marketing agency.
We take pride in beingexpert-led AI natives, um, but
also human first.
We want to make sure that youknow we treat the clients that
we have as if we care for thebusinesses as if they're our
(36:08):
own.
Um, we want to help see themthrive, we want to extend
opportunities to them, and wewant to not just, you know, be
there to do the task that we'resupposed to do, but we go above
and beyond.
Um, so for those of you who aretrying to figure out a way to
navigate this new world of AI,we are here for you.
(36:30):
Um, you can just head over toour site that is stockadmin.co
and reach out to us there.
SPEAKER_01 (36:38):
Awesome.
So I'm gonna take the other sideof this just to be playful.
Um, I'm gonna say uh at EWRDigital, who's sponsoring this
podcast, we are an AI firstagency.
We talk to the AIs, we speak tothe AIs.
Um, you know, we believe in theagent economy is on the rise,
(37:00):
and agents talk to agents, andwe want to be in that
conversation.
And if humans want to getinvolved, great.
You know, and I I like I'mjoking, but I'm kind of serious.
Like, I feel like there's thisagent in the loop, kind of agent
on the loop, kind of uh human orsorry, human, human in the loop,
(37:25):
because in the loop, and thenhuman on the loop, and then like
humans kind of there, but AI'sstill doing everything, and like
I I mean there's still gotta bea person doing that for you.
Yeah, well, uh yeah, yeah.
So I'm I'm being I'm being uhfacetious here, but but also
like we don't know what thefuture holds.
Like, I uh my personal belief isthere's gonna be like
(37:47):
everybody's gonna have their ownlittle agent, okay?
And they're a they're gonna talkto their agent, and their
agent's gonna tell them whateverit is, what to buy, uh how you
know, you gotta go, whatever yougot to do, like anything
physical, like, oh, go pick upthe kids, or go go, you need to
buy this at the grocery store,like whatever it is, like, but
the literally agents gonnaremember everything, and then
(38:09):
like a lot of even thatresponsibility.
Again, I'm I'm thinking in thefuture where this is going.
Then then the agents is gonnatalk to another agent, and
they're gonna do it all withoutyou, and you're just gonna be
like, Oh, this just showed up atthe house.
SPEAKER_02 (38:23):
Like, this yes, you can do that.
That already happens.
Um, you can have your agentpurchase, you know, re-up your
grocery list, and it just kindof shows up too.
SPEAKER_01 (38:32):
And then, well, and now you got drones dropping.
I don't know.
Like, I've seen it online, Ihaven't seen it here yet.
Like, it's gonna freak me outwhen like an agent just drops uh
you know stuff off.
Amazon's just draw in Walmart.
I guess Walmart has droneswarms.
I don't know if you've seen thisonline.
Like, like I don't, I don'tknow.
Like, I guess they're testing itin some areas, but I the I
(38:55):
actually have a picture, I don'tthink you can see it here.
I I I I bought it recently of uhthe Jetsons.
Okay.
Did you ever watch the Jetsons?
Did you know what the Jetsonsis?
See, look, okay, for all of youlistening, Zara is shaking her
head, she doesn't know what theJetsons is.
Okay, she is ubiquitous, shegrew up, it's like she swims in
(39:20):
water in social media, so youshould definitely hire Zara and
her team because she doesn'tknow what the Jetsons and that
that the the okay, so theJetsons, you should go look at
this.
The Jetsons was a promise.
I feel like it was a socialcontract in the 80s, and then I
I like to find these weirdconnections.
(39:40):
Like I just did this crazy postabout how I think the matrix and
terminator are connected.
Um, I I don't know why, butanyways, but I feel like the
Jetsons and the Flintstones.
Do you know the Flintstones?
SPEAKER_02 (39:54):
Yes, okay, okay.
SPEAKER_01 (39:56):
Like my theory here, uh uh like fun theory here is
they were happening at the sametime.
The the Flintstones were on theground after, like, maybe
something happened to the world,and the Jetsons lived up to the
Jetsons of Cartoon flying withthem.
Okay, okay, okay, so spaceships,right?
(40:17):
Like flying cars, like I I youknow, I just feel like the
social contract, like that wassupposed to happen already.
I still think it's on theroadmap to happen.
Um, but uh I I've been waitingfor this future for for a while,
and and I feel like it'saccelerating now.
So anybody still listening, um,thank you for listening.
(40:41):
Hopefully you've enjoyed thisconversation.
Uh ask that you leave comments,and you know, a lot of times I
know you tell me to stay ontrack, you're trying to learn
stuff.
Uh, and uh, but but leave thosecomments.
Hopefully the audio is better.
Um leave us a review, follow us,like us, share it.
Shaiko.
(41:01):
We used to say shaiko, sharelike, follow us.
Uh it helps.
And um, you know, leave acomment about something you want
to hear about, and and we'llwe'll we'll talk about it.
I'm gonna start doing somedifferent series.
Uh, I have a lot of requests.
I just finished this likeaccelerated MBA program, and so
I'm gonna have a lot more time.
And, you know, so thank you somuch, everybody, for listening.
(41:22):
Uh, go check out uhstockadmin.co, uh Zara.
How do people follow follow youon social media?
What where do you post your yourideas and thoughts and that sort
of thing?
SPEAKER_02 (41:35):
Yeah, on socials, I personally am at Zara Carbonell
and of course stock admin co onsocials as well.
SPEAKER_01 (41:42):
Awesome.
Well, thank you so much forbeing on the show, everyone.
Thank you so much for listening.
If you want to grow yourbusiness with the largest, most
powerful tool on the planet, theinternet and LLMs right now, and
who knows what the new AI isgoing to be in the future.
Stay tuned to the unknownsecrets of internet marketing.
I'm your host, Matt Bertram.
Bye bye for now.
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