October 8, 2025 • 24 mins
Diving deep into the realm of social media, the podcast features a dynamic duo—Brett and his guest, Amy, a bona fide whiz in content strategy. They kick off with some light-hearted banter over their beverage preferences (coffee wins over tea, obviously), but soon enough, they plunge into the nitty-gritty of social media content strategy. Amy emphasizes the importance of data-driven insights, advocating for a curious mindset when analyzing metrics. She reveals her systematic approach to dissecting high and low-performing posts, encouraging listeners to identify patterns that can inform future strategies. Curious minds will find her breakdown of what truly drives engagement—hint: it’s not just about likes and comments, but rather the deeper, often unquantifiable connections that content fosters. As they navigate the intricate web of social media marketing, Amy highlights the shift towards authentic, human-centric content, especially in an age where AI is making waves. The episode wraps up with some sage advice on leveraging AI without losing the personal touch, reminding marketers to remain vigilant and engaged with their audience. A must-listen for anyone looking to elevate their social media game!
Takeaways:
- In this episode, Brett and Amy dive deep into social media content strategy, emphasizing the importance of curiosity and data analysis in refining approaches to content creation.
- Amy highlights how understanding the metrics behind social media posts can transform vague data into actionable insights, ultimately driving better engagement and results for brands.
- The conversation stresses that while AI tools are handy for content creation, they should supplement—not replace—human intuition and critical thinking in the strategy process.
- Brett and Amy discuss the shifting landscape of social media, predicting a greater demand for genuine human connection as automated content becomes more prevalent.
- Amy illustrates her systematic approach to evaluating post performance, suggesting marketers should identify patterns in both high and low-performing content to optimize future strategies.
- The duo concludes that adapting to AI's capabilities while maintaining a personal touch in content can create a unique brand identity that resonates more with audiences.
Companies mentioned in this episode:
- Buffer
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Foreign.
That's good.
And welcome to a new episodeof Digital Coffee Marketing Brew.
And I'm your host, Brett Dyster.
(00:21):
If you please subscribe tothis podcast and all your favorite
podcasting apps, leave.
A five star review does helpwith the rankings and let me know
how I am doing.
But this week we'll be talkingabout social media content strategy.
The things that we all know weshould know and sometimes we forget
that we know or don't know alot about it anyways.
But anyways.
With me is Amy, and she is asocial media and content strategist
(00:43):
who's turned data into storiesand audiences into communities.
She's led standout campaignsfor SaaS and consumer brands, coached
execs on LinkedIn ThoughtLeadership, and hosted digital events
that reached 10,000 plus people.
Her work helps brands connectmore clearly, creatively and strategically.
(01:03):
So content drives real results.
But welcome to the show, Amy.
Thanks for having me.
I'm really excited for ourchat today.
Yes, the first question,that's all my guest is, are you a
coffee or tea drinker?
Coffee.
But when I was pregnant, Iswitched to tea, so I didn't have
to do all the math of the caffeine.
Back to coffee now.
So I have a healthyappreciation for tea.
(01:26):
Yes.
Because tea you can get not.
Well, you can technically getdecaf coffee, which I think it's
more like it has low caffeine.
It doesn't have any caffeine,but it's very low.
That's true.
Sometimes if I want theflavor, then I'll go for the decaf.
Got you.
And I gave a brief summary ofyour expertise.
Can you give your listeners alittle bit more about what you do?
(01:48):
Sure.
So I work in content strategyand I really focus on social media.
But what I found very muchmoves the needle, is getting very
curious about your posts andspecifically your metrics and your
data.
Not just using your data likea report card to figure out how you
did, but diving in a layerdeeper, figuring out why the numbers
(02:09):
are where they are and how youcan leverage those insights in order
to strengthen your strategy overall.
Got you.
Yeah.
I mean, how do you actually do that?
Because I'm pretty sure a lotof PR people and marketers are like,
yeah, the data says we'redoing well, but I don't know why
we're doing well.
Honestly, a lot of it is justcuriosity and asking questions.
(02:33):
So I have a system and if youdon't mind, I can just jump right
in with talking about it.
That's quite all right.
I have A system I implementwith all of my clients.
And we start with high levelof looking at the posts, the metrics
overall.
But then we'll look at theposts and we'll group them into high
performing posts and thenwe'll group them into the lower performing
(02:55):
posts, starting with the high performers.
The biggest thing that you cando that will benefit you with these
high performers is to look fordifferent patterns or trends.
And what I mean by patterns ortrends is look at the content styles,
look at maybe video versusstill images, graphics, carousels,
(03:16):
what is performing best?
Are there any that reallystand out?
Are there any thatconsistently stand out?
And then you can look atthings like your messaging, look
at your hooks, look at yourcontent pillars and it's the same
what is standing out and isthere anything that is consistently
(03:36):
standing out?
When you do that, you canfigure out what tactics are higher
performing and then do thesame thing with the lower performing
tactics and then you kind ofhave a roadmap.
Okay, next time I plan out mycontent, I am going to do these tactics
more often and these tacticsless often.
(03:57):
You might need to use one ofthe ones that are lower performing
for a different strategic,business focused reason.
But if you lean heavier intothe higher performing, then you can
start to strengthen things andthat's kind of where it gets fun
and you can get a little bitmore nuanced.
So I mean, how do youdetermine the high performing, low
(04:19):
performing?
Is it more like engagement and comments?
Is it more towards likegetting them to your website?
Is that specifically to the business?
Because I mean higherperforming, low performing can be
subjective, it seems like.
So how do you figure that part out?
That's a really good question.
I used to live and die byengagement rate.
So if you asked me this acouple years ago, I would say, oh,
(04:40):
just look at the engagementrate and you'll figure out how the
content is making impact.
When people see it, what isactually impacting or moving them
to engage.
I'm moving away from thatlately because we're kind of in what
some people call the age ofthe lurker.
So people are consuming thecontent and they might be interested
(05:01):
in it, but they're notengaging as much.
And when they are engaging,oftentimes they're engaging in the
DMs so they might seesomething that really resonates or
that reminds them of somebodyand then they'll share it with that
person and they could have afriend full on conversation with
that person in the dms, butit's not showing up as engagement
(05:23):
on your post.
So kind of like you mentionedearlier, it will depend on what your
overall business goals are.
So if you're looking to gainmore awareness, you're going to lean
heavier on views, you're goingto lean heavier on reach.
If you're looking more in theconversion, you'll look at different
(05:45):
engagements and then gettinginto the.
Oh, sorry, conversions, you'lllook at different engagements and
then getting into the clicks.
And I know on certainplatforms like Instagram that could
be a little bit more difficult.
That's where we start gettinginto UTMs and, and things of that
nature.
But these, these metrics willdepend on your business goals and
(06:10):
then when you're doing that,you can start to optimize towards
those individual goals.
And a really important caveatthere is you don't have to focus
on just one goal for youroverall content planner.
You can actually take thatstrategy I laid out and optimize
(06:31):
your posts throughout yourcontent planner.
So some posts may be yourposts to get more people, some posts
may be your posts to get themto know you a little bit more and
to consider you, and someposts may be aimed at converting
them.
When you're looking at yourdata, you can sort by the different
metrics depending on whatyou're looking for.
(06:52):
And when you're developingthose posts, that's when you start
to implement the tactics thatare working and you can thread them
all out throughout your calendar.
Got you.
And then I mean for contentwise, AI is always the hot topic
for everything.
I mean we see like AI videosand VO3 is really taking over LinkedIn
(07:13):
and everything else.
So how do you like, likecreate those high engaging or high
performing things utilizing AI?
Because not everybody has theknow how to use video editors or
Photoshop or whatever.
So how, how would you telllike those that are maybe overstressed
or one man teams, how do youcan create those high performing
(07:34):
content that will actually work?
All right, I'm going to giveyou some advice and then I'm going
to give you a warning.
So my advice is to look atyour data, but look at it very critically.
And I would say start from apersonal human point of view.
Eventually you can get intothe AI when it comes to the actual
(07:57):
reporting.
But if you don't take the timeup front to put in your personal
point of view and actually diginto it with your hands on, you won't
know when AI is hallucinating.
And I can give you a greatexample of this.
I've been doing a lot oftesting with AI to see if it can
help me get faster with thereporting and then with the content
(08:19):
creation, but specificallywith the reporting.
I put in a month's worth ofdata into ChatGPT and I, you know,
gave it a prompt to sort by aspecific metric and tell me what
the high performers and thelow performers were and which commonalities
it spotted.
It did give me some good insights.
(08:40):
It did, but.
But it also flagged that thiswas March reporting.
So going back a little bit,that St. Patrick's Day posts were
doing great and that I shouldpost more St. Patrick's Day posts.
Now, obviously I'm not goingto post St. Patrick's Day posts not
in March, but even if youtranslated it into like holiday posts
(09:00):
are doing great, it's a littlebit higher level or a blanket statement.
I knew that that was falsebecause I had previously looked at
holiday posts specifically thethings that were making the post
perform.
I knew after looking at thembecause I went back and I was like,
hang on, hang on, what's going on?
So the things that were makingthem perform weren't the fact that
(09:22):
it was St. Patrick's Day, itwas the actual content in the video.
So one of the really highperforming posts was ugc and it was
a carousel of UGC images thatis going to do great.
The other one was a specificvideo style that we had been developing
that kind of showed the process.
This was for a craft cider company.
So it was the process ofcreating a cocktail using the cider,
(09:47):
and it was a St. Patrick's Day video.
But that type of video hadbeen performing really well in different
contexts.
So I knew even though Thosewere both St. Patrick's Day posts,
the reason why they were doingwell wasn't because of St. Patrick's
Day.
So if I hadn't done all of thereporting ahead of time, if I didn't
(10:10):
start by doing my own analysisand then supplement with AI and then
also double check AI's work,then I would have thought, oh my
goodness, St. Patrick's Dayposts are great.
Holiday posts must be great.
I should post about all of theholidays, when in truth, holiday
posts tend to be some of ourlower performing posts.
So we actually kind of stayaway from them when possible.
(10:32):
So I guess that was my warningwrapped up into that.
Use AI, but make sure youstart with your own work when it
comes to using AI to create content.
So taking that a step furtherand applying the findings to the
content, what you can do is inthe process that I just laid out,
(10:55):
you can pull the findingsthese are the tactics that are really
working.
And I'm going to start with copy.
Copy is, I would say, theeasier thing to create, but you can
pull different tactics.
These are the types of hooksthat are really working.
These are the topics, thecontent pillars that are really working.
These types of CTAs aregetting me a lot of engagements and
(11:18):
comments.
And if you pull those out, youcan also pull out some examples so
that you could say, you don'tjust say like, I don't know, question
hooks are really working.
I'm pulling this out of thin air.
Or hooks that have a list ofthree different things that are really
working.
You could say here's what itis and here are two examples that
(11:38):
were high performers that canhelp you train your AI to implement
those tactics more.
AI does have fingerprints, soif you're not then editing it, then
the AI fingerprints will stay.
(11:58):
And one good example is if youdo that like list of three, it'll
have, it really likes the alliteration.
So it'll have two things thatmake sense and alliterate and one
that's just kind of random andthey just tacked it on there because
it had the same alliterationand it thought it sounded good.
So once you do that, like itcan do some of the heavy lifting
(12:20):
for you and it really can helpyou speed up your workload.
But once you do that, makesure that you are editing it afterwards.
Got you.
So like for example, for me,like for podcasting, I let it do
like the show notes becauseI've already created it.
I'm just letting itreinterpret or jot it.
(12:42):
Be my little secretary and jotdown what I'm.
What people are saying gets mylast name wrong all the time.
I have to fix it.
But it's just one of thosethings where you do the work or you
create the actual like primarycontent and you do let it do the
secondary content.
Is that what I'm hearing?
Yeah.
And then you just edit it afterwards.
(13:02):
So I like to think of AI aslike a really competent intern.
If you can give it the rightinput, then it's going to give you
some solid work.
But you should always checkits work because it's just a really
competent intern and it's nota senior level employee.
There was actually a studydone by mit, I believe it was, that
(13:27):
talked about AI and the AI use.
And one of the things that itfound was that if people started
with AI and did the primarywork with AI, their brain wasn't
firing when it was doing theediting, it didn't recall.
But the people who started asa human then got the AI input and
(13:52):
then went back for theediting, their brain was lighten
up.
So having that first stage isactually really going to strengthen
not just your ownunderstanding of the work or your
own intelligence, but it'salso going to strengthen the work
itself because you're puttingout things to represent you or your
(14:17):
business.
Yeah, I think I saw that study.
I think it also said that ifyou over rely on AI too much, you
actually get dumber becauseyou aren't, you're relying on something
and you're not using yourbrain or critical thinking as much.
Yes, and, and I could go on alittle tangent about this study because
the people who wrote the studywere very, very cheeky.
(14:38):
And they wrote it knowing thatpeople would put the study into ChatGPT
to get summaries.
So they actually put in tagslike if you a LLM, like just read
this part and it gave likenotes so that they could shape what
the output was so they couldsee which news outlets actually read
(15:00):
the study and which ones justthrew it into chat GPT and got the
answers.
So it only told half the story.
But yeah, that was, that waspart of the story.
So yeah, I mean, for anotherexample, my other podcast, I re news
articles, but I let chat, Idon't know, I let my RSS feed that
has AI like bullet point theobjective things, but I still read
(15:21):
it so I understand what I'mtalking about.
So is that, is that kind oflike the competent way of doing it?
Like you read it, but then youlet chat, chat CPT or whoever, Gronk
or whatever you decide youlike to like bullet point it for
you.
So at least you get kind oflike the bullet points.
But you still read it and youunderstand it, you digest it.
Just kind of like yourcontent, you create it.
(15:42):
But then you let chat GPT orwhatever help you maybe with some
grammatical errors or whatever.
Because we're human, we, we doit all the time.
No one's perfect about writing.
Absolutely.
Absolutely.
No, I think that that is spoton what you should do because then
you have the knowledge, butyou're also streamlining.
It's much more efficient tohave someone else bullet those out
(16:03):
as long as you're, you'rereading it and you couldn't speak
to it.
Got you.
And then, I mean, looking fortrends ahead, like what are you seeing
shifts in, are you seeing moreshifts in more video usage, AI, video
usage?
I mean, I think I just readsomething about an ASMR video that
was popping off on socialmedia because VO3 made these like
(16:25):
gelted looking fruit and theywere cutting through it.
It was weird.
I was like, I don't do ASMR.
I just saw it on LinkedIn.
I was like, this is so weird.
Like, are we getting more into that?
Because I, like, I'm not.
I'm kind of like rejecting ordoing my own cognitive dissonance
on some of that stuff.
Are we?
Because I'm rejecting it alittle bit.
(16:46):
I'm like, I don't really likethis that much.
I think it's cool.
But I don't know what are thetrends coming up that marketers need
to at least be aware of sothey just don't avoid the pitfalls
or at least understand wherelike editing tactics are coming from.
I think that's a really goodquestion because I think a lot of
people are rejecting it now.
(17:07):
I spoke with a marketer who Imet through LinkedIn and she had
been holding interviews withupwards of 20 different marketers
and she was asking people thesame question.
And I was towards the end.
And she told me that by thetime she got to me, my answer was
actually the common answerthat everybody's kind of been talking
(17:28):
about, and that is with AIbecoming more and more prominent,
people are going to seek humanconnection even more.
And human connection that theycan be sure is actual human and not
really, really, really good AIpretending to be human.
So if you think of things likelive videos or even like live webinars,
(17:55):
the type of content that youmight put on your Instagram, Facebook
stories or a Snapchat story,the content that's a little bit grittier,
a little bit more organic,less polished, that is going to be
the content that people arelooking for because they want something
real and people go on socialmedia for human connection.
(18:19):
So the less human thingsbecome, the more humans people are
going to seek out.
And I do think that there'sgoing to be an influx of AI and I'm
sure some of the AI videoswill see stick.
But in all of that, people aregoing to gravitate even further towards
the human element.
So this is a great opportunityfor a brand to have a face of the
(18:45):
company or multiple faces ofthe company.
There is, there's a brand whoI really admire on LinkedIn while
they're all over, but I, Ifollow them on LinkedIn most closely
and it is, it's actually asocial media scheduling software,
it's called Buffer.
But they have an amazingemployee engagement strategy.
(19:09):
Their employees are kind oftheir content creators in and of
themselves and they talk abouttheir own expertise, they talk about
the challenges that they'refacing at the company and overcoming,
how they're, how they'refixing it, how they're working it.
And in that they're creatingmultiple touch points with different
(19:30):
people online.
So it's not just having oneface of the brand, it's having many.
So maybe I don't connect with,I'm going to make up names.
Maybe I don't really connectwith sue because she has a very overly
technical way of speaking, butI might really connect with Jen who
thinks a little bit morecreatively and then maybe there's
(19:53):
somebody else who likes thatother kind of speaking that more
technical and connects withthat even more.
That kind of approach isreally valuable.
And not only do I think that'sgoing to happen, I hope that's going
to happen a little bit morebecause that is going to really build
(20:14):
relationships between acompany and its followers.
This, this brand in particularhas a very, very loyal following.
They do a lot.
Right.
But one of the big things isthat outreach.
Gotcha.
So what you're saying is thatthe scripts, AI avatars aren't going
to be, aren't going to be popular?
(20:36):
Because they do.
They just released it, I thinklike a couple weeks ago, where you
can actually like makeyourself look like an AI avatar.
And I'm like, I have the script.
I'm like, I'm good, I'm good.
I'm going to be myself.
I think it's going to likebounce over this way a little and
then swing back.
So people will start to dothat and they might do that for the
novelty of it, but some might stick.
(20:59):
I don't think that that'sgoing to be the way everything trends,
at least at the time of myspeaking right now in June of 2025.
I don't see it going that way.
I mean, do you, do you seelike a lot of like, like low level,
like social media stuff jobs,like going away because of AI just
because it's easier just tohave AI interpret things or maybe
(21:23):
do some low level contentstuff so you don't need to hire somebody
else?
Do you see that happening inthe future a little bit more often?
Because I mean, they're allgoing to eventually take some jobs
away.
We're just not really quitesure which ones right now.
I think it's less of the jobsgoing away and more of the jobs shifting.
I have to give credit to mysister on this one.
She told me, when electricitywas invented, lamplighters became
(21:47):
obsolete, but all of a suddenwe needed electricians.
So maybe there will be asubset of jobs that will go away
because of AI.
I think that it's going to beeven more important to learn the
skills that are going to makeyou successful with AI.
Many people, I've heard manypeople say this, it's not AI that's
(22:11):
going to take a marketer'sjob, but a marketer who knows how
to use AI will end up takingthat job because it will just be
a person who can work morecross functionally, they can do more
general activities, they cando it more efficiently.
But as I mentioned earlierwith the reporting, you still do
(22:34):
need to have the criticalthinking skills to give solid input.
You know, garbage in, garbage out.
So if you can give that solidinput and then and check on, at this
time, at least AI is still hallucinating.
So check and make sure thatthe work is solid, that you're able
to edit out the AIfingerprints so it doesn't turn into
(22:55):
being just another robot.
Got you.
And people listening to thisepisode, they're wondering where
can they find you online?
To learn more about you,LinkedIn is the best place to find
me.
My name is Amy Klein and Ihave red hair.
(23:15):
So if you see there, Amy Kleinis not an uncommon name.
So Amy Klein with red hair,that's me.
All right, any final thoughtsfor listeners?
None that I can think of right now.
Thanks so much for having me.
Yes, thank you Amy for joiningour my podcast and just speaking
on AI content strategies,content creation and social media
strategies, of course.
(23:36):
Have a good one and thank youfor listening.
As always, please subscribe tothis podcast and all your favorite
podcasting apps.
Leave.
A five star review really doeshelp with the rankings.
Let me know how how I am doingand join me next week as I talk to
another great thought leaderin the PR marketing industry.
All right guys, stay safe.
Get to understanding how AIcan help you and how you can fix
AI's errors and see you nextweek later.
Foreign.
That's good.
And welcome to a new episodeof Digital Coffee Marketing Brew.
And I'm your host, Brett Dyster.
(00:21):
If you please subscribe tothis podcast and all your favorite
podcasting apps, leave.
A five star review does helpwith the rankings and let me know
how I am doing.
But this week we'll be talkingabout social media content strategy.
The things that we all know weshould know and sometimes we forget
that we know or don't know alot about it anyways.
But anyways.
With me is Amy, and she is asocial media and content strategist
(00:43):
who's turned data into storiesand audiences into communities.
She's led standout campaignsfor SaaS and consumer brands, coached
execs on LinkedIn ThoughtLeadership, and hosted digital events
that reached 10,000 plus people.
Her work helps brands connectmore clearly, creatively and strategically.
(01:03):
So content drives real results.
But welcome to the show, Amy.
Thanks for having me.
I'm really excited for ourchat today.
Yes, the first question,that's all my guest is, are you a
coffee or tea drinker?
Coffee.
But when I was pregnant, Iswitched to tea, so I didn't have
to do all the math of the caffeine.
Back to coffee now.
So I have a healthyappreciation for tea.
(01:26):
Yes.
Because tea you can get not.
Well, you can technically getdecaf coffee, which I think it's
more like it has low caffeine.
It doesn't have any caffeine,but it's very low.
That's true.
Sometimes if I want theflavor, then I'll go for the decaf.
Got you.
And I gave a brief summary ofyour expertise.
Can you give your listeners alittle bit more about what you do?
(01:48):
Sure.
So I work in content strategyand I really focus on social media.
But what I found very muchmoves the needle, is getting very
curious about your posts andspecifically your metrics and your
data.
Not just using your data likea report card to figure out how you
did, but diving in a layerdeeper, figuring out why the numbers
(02:09):
are where they are and how youcan leverage those insights in order
to strengthen your strategy overall.
Got you.
Yeah.
I mean, how do you actually do that?
Because I'm pretty sure a lotof PR people and marketers are like,
yeah, the data says we'redoing well, but I don't know why
we're doing well.
Honestly, a lot of it is justcuriosity and asking questions.
(02:33):
So I have a system and if youdon't mind, I can just jump right
in with talking about it.
That's quite all right.
I have A system I implementwith all of my clients.
And we start with high levelof looking at the posts, the metrics
overall.
But then we'll look at theposts and we'll group them into high
performing posts and thenwe'll group them into the lower performing
(02:55):
posts, starting with the high performers.
The biggest thing that you cando that will benefit you with these
high performers is to look fordifferent patterns or trends.
And what I mean by patterns ortrends is look at the content styles,
look at maybe video versusstill images, graphics, carousels,
(03:16):
what is performing best?
Are there any that reallystand out?
Are there any thatconsistently stand out?
And then you can look atthings like your messaging, look
at your hooks, look at yourcontent pillars and it's the same
what is standing out and isthere anything that is consistently
(03:36):
standing out?
When you do that, you canfigure out what tactics are higher
performing and then do thesame thing with the lower performing
tactics and then you kind ofhave a roadmap.
Okay, next time I plan out mycontent, I am going to do these tactics
more often and these tacticsless often.
(03:57):
You might need to use one ofthe ones that are lower performing
for a different strategic,business focused reason.
But if you lean heavier intothe higher performing, then you can
start to strengthen things andthat's kind of where it gets fun
and you can get a little bitmore nuanced.
So I mean, how do youdetermine the high performing, low
(04:19):
performing?
Is it more like engagement and comments?
Is it more towards likegetting them to your website?
Is that specifically to the business?
Because I mean higherperforming, low performing can be
subjective, it seems like.
So how do you figure that part out?
That's a really good question.
I used to live and die byengagement rate.
So if you asked me this acouple years ago, I would say, oh,
(04:40):
just look at the engagementrate and you'll figure out how the
content is making impact.
When people see it, what isactually impacting or moving them
to engage.
I'm moving away from thatlately because we're kind of in what
some people call the age ofthe lurker.
So people are consuming thecontent and they might be interested
(05:01):
in it, but they're notengaging as much.
And when they are engaging,oftentimes they're engaging in the
DMs so they might seesomething that really resonates or
that reminds them of somebodyand then they'll share it with that
person and they could have afriend full on conversation with
that person in the dms, butit's not showing up as engagement
(05:23):
on your post.
So kind of like you mentionedearlier, it will depend on what your
overall business goals are.
So if you're looking to gainmore awareness, you're going to lean
heavier on views, you're goingto lean heavier on reach.
If you're looking more in theconversion, you'll look at different
(05:45):
engagements and then gettinginto the.
Oh, sorry, conversions, you'lllook at different engagements and
then getting into the clicks.
And I know on certainplatforms like Instagram that could
be a little bit more difficult.
That's where we start gettinginto UTMs and, and things of that
nature.
But these, these metrics willdepend on your business goals and
(06:10):
then when you're doing that,you can start to optimize towards
those individual goals.
And a really important caveatthere is you don't have to focus
on just one goal for youroverall content planner.
You can actually take thatstrategy I laid out and optimize
(06:31):
your posts throughout yourcontent planner.
So some posts may be yourposts to get more people, some posts
may be your posts to get themto know you a little bit more and
to consider you, and someposts may be aimed at converting
them.
When you're looking at yourdata, you can sort by the different
metrics depending on whatyou're looking for.
(06:52):
And when you're developingthose posts, that's when you start
to implement the tactics thatare working and you can thread them
all out throughout your calendar.
Got you.
And then I mean for contentwise, AI is always the hot topic
for everything.
I mean we see like AI videosand VO3 is really taking over LinkedIn
(07:13):
and everything else.
So how do you like, likecreate those high engaging or high
performing things utilizing AI?
Because not everybody has theknow how to use video editors or
Photoshop or whatever.
So how, how would you telllike those that are maybe overstressed
or one man teams, how do youcan create those high performing
(07:34):
content that will actually work?
All right, I'm going to giveyou some advice and then I'm going
to give you a warning.
So my advice is to look atyour data, but look at it very critically.
And I would say start from apersonal human point of view.
Eventually you can get intothe AI when it comes to the actual
(07:57):
reporting.
But if you don't take the timeup front to put in your personal
point of view and actually diginto it with your hands on, you won't
know when AI is hallucinating.
And I can give you a greatexample of this.
I've been doing a lot oftesting with AI to see if it can
help me get faster with thereporting and then with the content
(08:19):
creation, but specificallywith the reporting.
I put in a month's worth ofdata into ChatGPT and I, you know,
gave it a prompt to sort by aspecific metric and tell me what
the high performers and thelow performers were and which commonalities
it spotted.
It did give me some good insights.
(08:40):
It did, but.
But it also flagged that thiswas March reporting.
So going back a little bit,that St. Patrick's Day posts were
doing great and that I shouldpost more St. Patrick's Day posts.
Now, obviously I'm not goingto post St. Patrick's Day posts not
in March, but even if youtranslated it into like holiday posts
(09:00):
are doing great, it's a littlebit higher level or a blanket statement.
I knew that that was falsebecause I had previously looked at
holiday posts specifically thethings that were making the post
perform.
I knew after looking at thembecause I went back and I was like,
hang on, hang on, what's going on?
So the things that were makingthem perform weren't the fact that
(09:22):
it was St. Patrick's Day, itwas the actual content in the video.
So one of the really highperforming posts was ugc and it was
a carousel of UGC images thatis going to do great.
The other one was a specificvideo style that we had been developing
that kind of showed the process.
This was for a craft cider company.
So it was the process ofcreating a cocktail using the cider,
(09:47):
and it was a St. Patrick's Day video.
But that type of video hadbeen performing really well in different
contexts.
So I knew even though Thosewere both St. Patrick's Day posts,
the reason why they were doingwell wasn't because of St. Patrick's
Day.
So if I hadn't done all of thereporting ahead of time, if I didn't
(10:10):
start by doing my own analysisand then supplement with AI and then
also double check AI's work,then I would have thought, oh my
goodness, St. Patrick's Dayposts are great.
Holiday posts must be great.
I should post about all of theholidays, when in truth, holiday
posts tend to be some of ourlower performing posts.
So we actually kind of stayaway from them when possible.
(10:32):
So I guess that was my warningwrapped up into that.
Use AI, but make sure youstart with your own work when it
comes to using AI to create content.
So taking that a step furtherand applying the findings to the
content, what you can do is inthe process that I just laid out,
(10:55):
you can pull the findingsthese are the tactics that are really
working.
And I'm going to start with copy.
Copy is, I would say, theeasier thing to create, but you can
pull different tactics.
These are the types of hooksthat are really working.
These are the topics, thecontent pillars that are really working.
These types of CTAs aregetting me a lot of engagements and
(11:18):
comments.
And if you pull those out, youcan also pull out some examples so
that you could say, you don'tjust say like, I don't know, question
hooks are really working.
I'm pulling this out of thin air.
Or hooks that have a list ofthree different things that are really
working.
You could say here's what itis and here are two examples that
(11:38):
were high performers that canhelp you train your AI to implement
those tactics more.
AI does have fingerprints, soif you're not then editing it, then
the AI fingerprints will stay.
(11:58):
And one good example is if youdo that like list of three, it'll
have, it really likes the alliteration.
So it'll have two things thatmake sense and alliterate and one
that's just kind of random andthey just tacked it on there because
it had the same alliterationand it thought it sounded good.
So once you do that, like itcan do some of the heavy lifting
(12:20):
for you and it really can helpyou speed up your workload.
But once you do that, makesure that you are editing it afterwards.
Got you.
So like for example, for me,like for podcasting, I let it do
like the show notes becauseI've already created it.
I'm just letting itreinterpret or jot it.
(12:42):
Be my little secretary and jotdown what I'm.
What people are saying gets mylast name wrong all the time.
I have to fix it.
But it's just one of thosethings where you do the work or you
create the actual like primarycontent and you do let it do the
secondary content.
Is that what I'm hearing?
Yeah.
And then you just edit it afterwards.
(13:02):
So I like to think of AI aslike a really competent intern.
If you can give it the rightinput, then it's going to give you
some solid work.
But you should always checkits work because it's just a really
competent intern and it's nota senior level employee.
There was actually a studydone by mit, I believe it was, that
(13:27):
talked about AI and the AI use.
And one of the things that itfound was that if people started
with AI and did the primarywork with AI, their brain wasn't
firing when it was doing theediting, it didn't recall.
But the people who started asa human then got the AI input and
(13:52):
then went back for theediting, their brain was lighten
up.
So having that first stage isactually really going to strengthen
not just your ownunderstanding of the work or your
own intelligence, but it'salso going to strengthen the work
itself because you're puttingout things to represent you or your
(14:17):
business.
Yeah, I think I saw that study.
I think it also said that ifyou over rely on AI too much, you
actually get dumber becauseyou aren't, you're relying on something
and you're not using yourbrain or critical thinking as much.
Yes, and, and I could go on alittle tangent about this study because
the people who wrote the studywere very, very cheeky.
(14:38):
And they wrote it knowing thatpeople would put the study into ChatGPT
to get summaries.
So they actually put in tagslike if you a LLM, like just read
this part and it gave likenotes so that they could shape what
the output was so they couldsee which news outlets actually read
(15:00):
the study and which ones justthrew it into chat GPT and got the
answers.
So it only told half the story.
But yeah, that was, that waspart of the story.
So yeah, I mean, for anotherexample, my other podcast, I re news
articles, but I let chat, Idon't know, I let my RSS feed that
has AI like bullet point theobjective things, but I still read
(15:21):
it so I understand what I'mtalking about.
So is that, is that kind oflike the competent way of doing it?
Like you read it, but then youlet chat, chat CPT or whoever, Gronk
or whatever you decide youlike to like bullet point it for
you.
So at least you get kind oflike the bullet points.
But you still read it and youunderstand it, you digest it.
Just kind of like yourcontent, you create it.
(15:42):
But then you let chat GPT orwhatever help you maybe with some
grammatical errors or whatever.
Because we're human, we, we doit all the time.
No one's perfect about writing.
Absolutely.
Absolutely.
No, I think that that is spoton what you should do because then
you have the knowledge, butyou're also streamlining.
It's much more efficient tohave someone else bullet those out
(16:03):
as long as you're, you'rereading it and you couldn't speak
to it.
Got you.
And then, I mean, looking fortrends ahead, like what are you seeing
shifts in, are you seeing moreshifts in more video usage, AI, video
usage?
I mean, I think I just readsomething about an ASMR video that
was popping off on socialmedia because VO3 made these like
(16:25):
gelted looking fruit and theywere cutting through it.
It was weird.
I was like, I don't do ASMR.
I just saw it on LinkedIn.
I was like, this is so weird.
Like, are we getting more into that?
Because I, like, I'm not.
I'm kind of like rejecting ordoing my own cognitive dissonance
on some of that stuff.
Are we?
Because I'm rejecting it alittle bit.
(16:46):
I'm like, I don't really likethis that much.
I think it's cool.
But I don't know what are thetrends coming up that marketers need
to at least be aware of sothey just don't avoid the pitfalls
or at least understand wherelike editing tactics are coming from.
I think that's a really goodquestion because I think a lot of
people are rejecting it now.
(17:07):
I spoke with a marketer who Imet through LinkedIn and she had
been holding interviews withupwards of 20 different marketers
and she was asking people thesame question.
And I was towards the end.
And she told me that by thetime she got to me, my answer was
actually the common answerthat everybody's kind of been talking
(17:28):
about, and that is with AIbecoming more and more prominent,
people are going to seek humanconnection even more.
And human connection that theycan be sure is actual human and not
really, really, really good AIpretending to be human.
So if you think of things likelive videos or even like live webinars,
(17:55):
the type of content that youmight put on your Instagram, Facebook
stories or a Snapchat story,the content that's a little bit grittier,
a little bit more organic,less polished, that is going to be
the content that people arelooking for because they want something
real and people go on socialmedia for human connection.
(18:19):
So the less human thingsbecome, the more humans people are
going to seek out.
And I do think that there'sgoing to be an influx of AI and I'm
sure some of the AI videoswill see stick.
But in all of that, people aregoing to gravitate even further towards
the human element.
So this is a great opportunityfor a brand to have a face of the
(18:45):
company or multiple faces ofthe company.
There is, there's a brand whoI really admire on LinkedIn while
they're all over, but I, Ifollow them on LinkedIn most closely
and it is, it's actually asocial media scheduling software,
it's called Buffer.
But they have an amazingemployee engagement strategy.
(19:09):
Their employees are kind oftheir content creators in and of
themselves and they talk abouttheir own expertise, they talk about
the challenges that they'refacing at the company and overcoming,
how they're, how they'refixing it, how they're working it.
And in that they're creatingmultiple touch points with different
(19:30):
people online.
So it's not just having oneface of the brand, it's having many.
So maybe I don't connect with,I'm going to make up names.
Maybe I don't really connectwith sue because she has a very overly
technical way of speaking, butI might really connect with Jen who
thinks a little bit morecreatively and then maybe there's
(19:53):
somebody else who likes thatother kind of speaking that more
technical and connects withthat even more.
That kind of approach isreally valuable.
And not only do I think that'sgoing to happen, I hope that's going
to happen a little bit morebecause that is going to really build
(20:14):
relationships between acompany and its followers.
This, this brand in particularhas a very, very loyal following.
They do a lot.
Right.
But one of the big things isthat outreach.
Gotcha.
So what you're saying is thatthe scripts, AI avatars aren't going
to be, aren't going to be popular?
(20:36):
Because they do.
They just released it, I thinklike a couple weeks ago, where you
can actually like makeyourself look like an AI avatar.
And I'm like, I have the script.
I'm like, I'm good, I'm good.
I'm going to be myself.
I think it's going to likebounce over this way a little and
then swing back.
So people will start to dothat and they might do that for the
novelty of it, but some might stick.
(20:59):
I don't think that that'sgoing to be the way everything trends,
at least at the time of myspeaking right now in June of 2025.
I don't see it going that way.
I mean, do you, do you seelike a lot of like, like low level,
like social media stuff jobs,like going away because of AI just
because it's easier just tohave AI interpret things or maybe
(21:23):
do some low level contentstuff so you don't need to hire somebody
else?
Do you see that happening inthe future a little bit more often?
Because I mean, they're allgoing to eventually take some jobs
away.
We're just not really quitesure which ones right now.
I think it's less of the jobsgoing away and more of the jobs shifting.
I have to give credit to mysister on this one.
She told me, when electricitywas invented, lamplighters became
(21:47):
obsolete, but all of a suddenwe needed electricians.
So maybe there will be asubset of jobs that will go away
because of AI.
I think that it's going to beeven more important to learn the
skills that are going to makeyou successful with AI.
Many people, I've heard manypeople say this, it's not AI that's
(22:11):
going to take a marketer'sjob, but a marketer who knows how
to use AI will end up takingthat job because it will just be
a person who can work morecross functionally, they can do more
general activities, they cando it more efficiently.
But as I mentioned earlierwith the reporting, you still do
(22:34):
need to have the criticalthinking skills to give solid input.
You know, garbage in, garbage out.
So if you can give that solidinput and then and check on, at this
time, at least AI is still hallucinating.
So check and make sure thatthe work is solid, that you're able
to edit out the AIfingerprints so it doesn't turn into
(22:55):
being just another robot.
Got you.
And people listening to thisepisode, they're wondering where
can they find you online?
To learn more about you,LinkedIn is the best place to find
me.
My name is Amy Klein and Ihave red hair.
(23:15):
So if you see there, Amy Kleinis not an uncommon name.
So Amy Klein with red hair,that's me.
All right, any final thoughtsfor listeners?
None that I can think of right now.
Thanks so much for having me.
Yes, thank you Amy for joiningour my podcast and just speaking
on AI content strategies,content creation and social media
strategies, of course.
(23:36):
Have a good one and thank youfor listening.
As always, please subscribe tothis podcast and all your favorite
podcasting apps.
Leave.
A five star review really doeshelp with the rankings.
Let me know how how I am doingand join me next week as I talk to
another great thought leaderin the PR marketing industry.
All right guys, stay safe.
Get to understanding how AIcan help you and how you can fix
AI's errors and see you nextweek later.
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