The Subscription Prescription Formula for Winning Content Strategy | Matthew Holman

[00:00:00] Sadaf Beynon: to Podjunction Podcast where podcasters learn to grow their business. I'm Sadaf Beynon and beside me is Matt Edmundson. Drumroll.

[00:00:14] Matt Edmundson: Drumroll. Yeah, yeah, something like that. Something like that. Welcome. Welcome to the show. Uh, it's good to be here. And we are, if you are watching the video, um, you'll notice there's a few changes.

If you've seen previous videos, what episode are we on, by the

[00:00:30] Sadaf Beynon: way? 59.

[00:00:31] Matt Edmundson: 59. So, the previous 58 episodes was in a different studio.

Ish, yeah.

[00:00:36] Matt Edmundson: So, yeah, this one is, phase one is done, uh, we've got phase two, which is, is now you, isn't it? You've got to put some plants and stuff in here. Yeah,

yeah.

[00:00:45] Matt Edmundson: Make it look a little bit less dark.

Uh, but yeah, we've changed the studio around, so let us know what you think. We're trying out funky new camera angles. Oh, yes, we have got it all going on, but it's taken us 58 episodes to get to this place, which is good. But [00:01:00] anyway, welcome. And if you listen to the audio and you have no idea what we're talking about, it's fine.

It should still hopefully sound as good. That's the plan, at least. Yeah, definitely the plan. But yes, so good. It's good to be back. It's been, it feels like it's been a while since we've recorded. Yeah, it has been a while. For the listeners, it's like a week.

[00:01:18] Sadaf Beynon: Yeah,

but

[00:01:20] Matt Edmundson: it's been a few weeks for us. So I'm looking forward to, I can't, I just can't remember what we're supposed to do.

[00:01:26] Sadaf Beynon: All right. So I'll start us off. All right. So, um, this week we are going to be listening to a segment from Matthew Holman, who is the Host of Subscription Prescription Podcast. I have to say that slowly so I don't butcher it.

[00:01:42] Matt Edmundson: Subscription Prescription.

[00:01:43] Sadaf Beynon: Yes. He's also known as the Prescription Doc.

[00:01:46] Matt Edmundson: He is.

Yeah, SubscriptionDoc. com, I think. And he has a great newsletter.

[00:01:50] Sadaf Beynon: Yeah.

[00:01:51] Matt Edmundson: If you're in the eCommerce subscription business, definitely check out his newsletter, his weekly newsletter. He does it really well.

[00:01:55] Sadaf Beynon: Yes. And we're talking about that today. So don't steal my thunder.

[00:01:58] Matt Edmundson: Okay. Sorry. [00:02:00]

[00:02:01] Sadaf Beynon: I was just trying

[00:02:02] Matt Edmundson: to give Matt a shout out and, oh, congrats, Matt, if you're watching this, congratulations.

Did you know they just had a little baby boy? I did, yeah. Yeah, so he's a, he's a dad again. So love that. Very excited for him and cute pictures too.

[00:02:14] Sadaf Beynon: I haven't seen any. I

[00:02:14] Matt Edmundson: mean, I'll show you some pictures later. They're very cute. But anyway. But

[00:02:18] Sadaf Beynon: anyway, so, um, in this segment, Matthew is going to be explaining to us how he uses his podcast as his, um, as the foundation of his content strategy.

And then he will, so that includes newsletters and social media and so on. And then he's also going to be giving us some advice and tips on how we can repurpose our content as well.

[00:02:40] Matt Edmundson: Fantastic. Yeah. Okay. So we're going to have a clip from

Matthew

[00:02:44] Matt Edmundson: and then we're going to come back and chat about said clip.

Yes, we are.

[00:02:48] Matt Edmundson: As usual. So yeah, sorry, if you're first time with us, very warm welcome to you. The way this works is we have, Expert guests on like Matthew, who is an absolute legend. I love this guy. He's so cool. Um, [00:03:00] and they share their tips and tricks and then we talk about it and figure out how it's going to help us with our podcast.

[00:03:05] Sadaf Beynon: Yeah.

[00:03:05] Matt Edmundson: That's the basic premise of the show.

[00:03:07] Sadaf Beynon: That is.

[00:03:07] Matt Edmundson: Yeah. So, uh, without further ado, I'm going to press this button on here. Here is Mr. Matthew Holman. We'll be back after this.

[00:03:14] Sadaf Beynon: Matthew, I was wondering if you could start by telling us about that lightbulb moment that made you realize that podcasting was a great tool to help you grow your business.

[00:03:25] Matthew Holman: Absolutely. I think podcasting is one of those things where, um, you know, I, in the space that I'm in, in subscriptions, it's often not. Top of mind. I mean, some brands it's top of mind, but for a lot of brands, they're very growth focused. They're trying to acquire that next customer and then they want to go figure out subscriptions.

And so what we had the newsletter first for a while and a lot of feedback we got from people is that they would list, they would read the newsletter in bunches, right? They, you know, they'd wait for three, four, five of them. They'd get 30, 40 minutes or an hour set aside and they'd go and read. You know, a bunch of like the ones that they've missed recently.

And so that kind [00:04:00] of screams like podcast, right? The idea is like people are using our content as a means of improving their overall understanding of how they can manage their business to give them ideas. Uh, we get a lot of feedback from people who feel like it's a great training. So like new hires at companies that don't know a lot about subscriptions, I'll point them at our podcast.

So podcast just kind of screams. You know, an opportunity for people to digest content, to help educate them. And also just because sometimes it's difficult to explain complex topics in just writing, like some things do well in writing and other things. I think it's better to have a conversation or a discussion, um, which is again, a podcast.

[00:04:40] Sadaf Beynon: Okay. So, um, since you've been podcasting, do you find that being able to, um, talk through different ideas is easier for you now than it was writing it all down in blogs and newsletters and stuff?

[00:04:53] Matthew Holman: It is. And I think initially it's important to kind of. Keep understand that initially we thought the newsletter and podcasts would be [00:05:00] kind of separate.

Like the newsletter would be kind of like this style of content and the podcast would be more like me just talking and occasional interviews. Um, but ultimately we actually ended up changing that to. Having the podcast lead the content strategy. And so being able to talk through stuff for me, I think it's also like, so I'm a content creator.

I've been doing like eBooks and social and stuff for years. And it's often difficult. I think one of the hardest things about a content creator is to find the method or process that really resonates with how you like to work. And I've Over the course of a couple of years, been able to land on, and we've been doing the podcast for about a year now, realized that the podcast strategy, podcast first strategy, really does work well because I can talk through ideas on the podcast that I can then put into a newsletter.

Right, if I get a question on social or something a client says to me, it's easier for me to go start talking on camera, um, and recording that than it is to go like write down those ideas and then talk about them, [00:06:00] if that makes sense.

[00:06:01] Sadaf Beynon: Yeah. Yeah. Definitely makes sense. Um, so you were saying that your podcast leads your content strategy.

Can you tell us a little bit more about that?

[00:06:11] Matthew Holman: Yeah, absolutely. So I think, you know, as a marketer, um, everybody's trying to find that formula, that process of like, you know, how you create everything you create. So just to kind of like run through how ours works, um, the podcast essentially leads the schedule for all of our content.

So each week. Um, you know, or we're, I mean, we're recording in bunches, so it's not like we're recording week after week, but they're getting released every week. So, um, like we're recording this on a Wednesday. We had an episode that dropped yesterday. We'll have an episode that drops next Tuesday. So what happens is the podcast.

is first. So like we did a podcast episode, say it's like an interview with the founder of a subscription brand. So then the newsletter then becomes like learnings or gleanings or insights from the founder of that subscription brand. And then the social media becomes [00:07:00] talk is talking about the newsletter and podcast about like past issues and upcoming issues.

And so it leads all of our strategy, um, how we create it. Podcast, newsletter, social, um, is kind of like top down how that works.

[00:07:14] Sadaf Beynon: Yeah. Yeah. Finding the right people.

[00:07:16] Matthew Holman: So, um,

[00:07:19] Sadaf Beynon: repurposing sounds like it's a great strategy, especially, um, you know, if you, if you've got the right, um, platforms that are working for you, what about if someone was just starting out and like wanting to repurpose or feeling quite overwhelmed by knowing which one to try content on, what advice would you give that person?

[00:07:39] Matthew Holman: Yeah, I would, I mean, for one, I would say, like, start in a place where you are comfortable, like, if you, if you've been on Instagram, that's your platform of choice, then start on Instagram, because you at least will already know a little bit about what performs well for you versus others. Um, I think what's difficult is, like, if you hear, say, for example, if you're starting, like, um, you know, uh, [00:08:00] uh, a decorative paper company, and you've never been on Pinterest, But you know, you need to be on Pinterest like that can feel overwhelming.

So, uh, it's good to find like mentors or people that have done it before, other founders, other people that are active on those platforms if you need to learn to get in there. But I would say like start on a platform you're comfortable with because the hardest, the hardest part about content repurposing or not is, is, is consistency.

It's like with consistency comes the learnings about what you should be doing and how you should be doing it. So again, it's. It's, it's, it's like working out. You really don't know what you don't know until you start doing it and figure out what works for you and what you respond to because what works for you as a workout versus what works for me as a workout are going to be very different.

Same thing as with social. I think the idea of repurposing though is it makes things a little bit easier. So like, for example, if we're talking about Even on Pinterest, um, and you made, and you were recording a podcast, you, I would suggest recording video and then make, put video clips on Pinterest video.

There is video on [00:09:00] Pinterest. Um, that's actually where my daughter goes to watch videos cause we won't let her on TikTok. So, um, you can put videos on Instagram, right. And, and other places. So like repurposing, and there are a lot of platforms out there you can use to like, edit those videos. You can find a virtual assistant or somebody on Fiverr to help you edit them.

Or you can download CapCut and start playing around a little bit with yourself. Again, I would just say, like, it's all about reps, repetitions. It's all about some consistency. And that's why I like some of the, um, repurposing ideas because I could record, say, a 30 minute podcast and get six, seven, maybe 10, Minute clips that are really, really cool.

And then I could post those over the course of four or five, six, seven days. If I want to do one a day, right. Um, when we started our repurpose strategy, I waited about two months. I did about, I got about six or seven episodes of the podcast in with clips made so that I could do like two or three posts a day in multiple places with video clips.

So, um, but, [00:10:00] but again, I'm a little bit more seasoned in that regard. I would just say it's. That's why repurposing is fun. Um, you know, again, my process is I'll take the podcast, I take the transcript off, I post it to YouTube, as well as other podcast platforms. I take the transcript off U YouTube, I put the transcript into chat, GPT, and now I have a, you know, summary that I can use to write off of or I could prompt it to try to help it write it for me, right, as well.

So there's a lot of tools out there. Um, but again, if you try to, I, I, this is my personal advice is if you try to figure out all the tools upfront, it just feels really, really overwhelming. You have to just start doing it and then, and then know that there's most likely a tool to op, um, automate or make something easier for your process, um, that you can work on and discover.

[00:10:48] Sadaf Beynon: If that got you curious and you want to catch the full episode, be sure to subscribe to the show. We've got plenty more great conversations coming up.[00:11:00]

[00:11:01] Matt Edmundson: Wow. Welcome back. I was getting into that. Just love listening to Matthew talk about that. Yeah, yeah, great guy. Really interesting guy. Let's jump straight into the newsletter thing. Okay. Um, cause I have some questions.

Alright.

[00:11:15] Matt Edmundson: Uh, in the sense that you have started a newsletter for Podjunction. I say started, it's, how many weeks have you been?

[00:11:22] Sadaf Beynon: Seven. I'm just trying to remember, the last one was 007. Okay, 007, so

[00:11:29] Matt Edmundson: we're on, uh, we're on newsletter number seven.

[00:11:31] Sadaf Beynon: Um,

[00:11:32] Matt Edmundson: have you found it?

[00:11:34] Sadaf Beynon: Um, I feel like I'm kind of growing with it, similar to what he was saying about, um, podcasting as well and repurposing content, like just, you know, Get started. And as you go make tweaks and get better at it.

So I feel like I'm kind of finding slowly my, my rhythm. I started off doing something that was a lot more like here's some, like a lot more structured.

[00:11:58] Matt Edmundson: Right.

[00:11:58] Sadaf Beynon: And I moved away from [00:12:00] that because I feel like We're on

[00:12:01] Matt Edmundson: number seven and already we've moved away from it. Yeah, I got

[00:12:03] Sadaf Beynon: bored. I thought this isn't really me.

I just want to be able to, um, to just talk. Right. And pick a topic that, you know, has to do with the podcast that we've just done. And, um, just talk about that rather than feeling like I'm trying to do. I don't know, maybe hit too many audience segments rather than, I just want to talk and whoever's interested will hopefully get something out of it.

I did find actually speaking with, with Matthew really helpful from my own, because I was able to go back and look at his and how he does it, plus some of the things that he said on the podcast and that's helped me refine mine a bit more, I think.

[00:12:47] Matt Edmundson: So what did you learn from him? Do you remember?

[00:12:50] Sadaf Beynon: Yeah. Um, so well, one of, some of the things like the practical advice he gave here, but I think from, from the point of view [00:13:00] of using, like creating content that resonates with the people.

And I think a lot of it, like he's been doing this for a long time. He is a content writer. So he's got his audience. He knows who he knows who he's talking to. Whereas I've, Feel like I'm still trying to find that. And, um, I think once, once I get that together and I understand them more, I think I'd be able to deliver something that resonates more and just, it's getting to that point.

[00:13:24] Matt Edmundson: Yeah. That's fair enough. I think it's a really interesting thing, isn't it? Because if you think about, what episode did you say we're on? 58? 59. 59. And so we get to episode 52 and now you sort of, it's 52 you thought, I need to sort of revamp the newsletter idea and, and do that with a bit more intentionality.

You didn't, we didn't do that from day one. No. Is the, is the point that I'm trying to make here, is that actually, Um, we, we, we did the one thing that we could do and didn't overwhelm ourselves. And then we got into the rhythm of that. [00:14:00] And then we introduced the idea of the newsletter. Um, and I, I think that's an important point because I, when you look at things like this, like repurposing content, doing newsletters and the podcast and this and that, it can feel massively overwhelming, right?

You just like. There is so much to do. This is insane. Um, but I think the, the way that you did it was, was smart because you, you do, you do the step changes, don't you? Um, and so yeah, what platform do you use for the newsletter?

[00:14:31] Sadaf Beynon: Um, Beehive.

[00:14:33] Matt Edmundson: Why do you smile?

[00:14:33] Sadaf Beynon: I don't know. I wanted to say beeswax, but none of your beeswax.

Very rude,

[00:14:42] Matt Edmundson: very rude question.

[00:14:43] Sadaf Beynon: Beehive.

[00:14:45] Matt Edmundson: Have you found it?

[00:14:46] Sadaf Beynon: I like it. It took me a while to get my head around it, if I'm honest. Um, took like two weeks. I had to watch a few YouTube videos to make sure I got it right, to understand it. But again, in that case too, I just had to jump in.

Yeah.

[00:14:58] Sadaf Beynon: And I think you looked at it a few weeks [00:15:00] afterwards and were like, you know that you haven't done X, Y, and Z?

I'm like, no, actually, I didn't know that.

[00:15:06] Matt Edmundson: Yeah. So it's, it's an, it's an interesting platform because it's a newsletter first platform. And so the, the reason why I found Beehive interesting was because we were using ConvertKit Uh, with some of the podcasts that we were doing, uh, we've tried various platforms over the years, haven't we?

From Aweber to, uh, OmniSend to, uh, MailChimp, I think we've used, I mean, we've probably used most of them to be fair. And now we're on Beehive. And the thing that I've noticed about Beehive is it is a newsletter first platform. You can use it for email. Um, and it is free until you hit like a subscription limit, isn't it?

There's, there's like, or unless you want some like the pro features, so you can get away with using it for free. Um, to give it a try, but it, it helps you build your email list [00:16:00] because of the value of your newsletter. It's not like, um, Clavio, which we use in the eCom businesses, which is an email platform purely bred for eCom businesses with follow up sequences and all that sort of stuff.

I know you can do sequences in Beehive if you pay, um. But I've found, uh, switching some of the, the podcasts over to Beehive to be, that's been a bit of a mind shift in my head. So if you're used to email platforms, email marketing platforms, Beehive is good, but it is a little bit different. Um, and I, I think, I think I really like that because it forces you to build value in the email.

With the newsletter and I like that philosophy and it goes well with podcasts. So yeah, I would highly recommend Beehive.

[00:16:45] Sadaf Beynon: One of the things I learned from Matthew was that when he does his, when he does his newsletter, he creates it in, um, I forget now which one they use, like what email system they use, but he also copies and pastes it into LinkedIn.[00:17:00]

[00:17:00] Matt Edmundson: Yes, he does. He puts them on his articles.

[00:17:02] Sadaf Beynon: Yeah, so I, I didn't realize that it was just as simple as copying and pasting because after I spoke to, um, Peter Murphy Lewis, if you recall, he does newsletters as well on LinkedIn, doesn't he? And I tried to figure it out and I just found it to be too, too complicated at that time.

But now it's just this, it's a straight, like I create it once in DeHype and then it's straight cut and paste and I'm done. So you copy and paste it as an article as well onto LinkedIn. Yeah. Yeah,

[00:17:34] Matt Edmundson: I, I, I, I normally when I comment on Matthew's posts, It's the article that he's put on LinkedIn, uh, is where I normally read it and see it, uh, when I'm in my little LinkedIn zone.

And so, um, I, I like that strategy where it's like, it's a newsletter and it's LinkedIn article and it is literally just copy and paste. Yeah, yeah. What are some of the tools maybe that we've tried where [00:18:00] repurposing content? It's concerned because I know we've talked about this previously on the show, but, you know, we, uh, four weeks have passed in the sense that we, we changed tools quite regularly.

Um, and so, yeah, I'm curious to know what, what tools do we use to create those kinds of things?

[00:18:19] Sadaf Beynon: Okay. So flow send is something we've been using more recently. And that is, um, do you like flow

[00:18:26] Matt Edmundson: send?

[00:18:27] Sadaf Beynon: Yeah, I do actually. Okay. And it seems to be, um, like they're always creating new things. Mm hmm. Which is great.

It feels like they're on it and, um, meeting the needs of the clients or customers. Um, but I, what, what, how we do it is we have our recording, we upload it to FlowSend, it creates a transcript. You can go through that transcript and correct anything that you need to correct. And then based off of that.

Transcript, when you're ready, it creates the content. And what I like about Flow Send is [00:19:00] that you have so many options as to the types of content it can create for you. So it can do your newsletter for you. It can do your, um, your social media for you. It can do, um, blogs, YouTube descriptions, timestamps, you know, the list seems to go on forever.

And if it's not already in their, um, templates, you can also create your own. So I think once the transcript is in and with AI doing its magic, I think you can pretty much create whatever you want. You can use it in whichever way. So I find that that's quite good. And it doesn't really, I mean, it is AI, but it doesn't sound like chat GPT necessarily.

I think, yeah, they're

[00:19:39] Matt Edmundson: obviously working on the prompt engineering, aren't they? To try and get it better.

[00:19:43] Sadaf Beynon: Yeah,

[00:19:44] Matt Edmundson: which is good. And I, I, I like the fact with FlowSend, you put one transcript in and it gives you all of the content. I don't have to say, here's the transcript. Give me the YouTube description, then go back and go, give me this.

Give me that. Give me the other. So it does it all in one take.

[00:19:57] Sadaf Beynon: It does. And you can also make changes to different [00:20:00] segments and it keeps those changes, which is what I really like that because you can always go back and have a look and tweak things around. If you want to, you don't lose it.

Yeah.

[00:20:08] Sadaf Beynon: So yeah, that's pretty much it.

Probably the content side of things. And then we also have the social media, which we have kind of taken, um, a back step into, I think at the moment, we're not really doing a whole lot, um, which is okay.

[00:20:28] Matt Edmundson: Yeah.

[00:20:29] Sadaf Beynon: It's working.

[00:20:31] Matt Edmundson: You can't get overwhelmed with these things. So the podcast is, is the most important thing.

The email is next on my list, which we, you know, we're now doing with the newsletter and all the other stuff is just, it's nice and it gets the word out there. Um, but I think you, again, you can just get overwhelmed with these things. And so knowing what not to do, what to do, I've found actually with, um,

With creating video content, [00:21:00] I'm really impressed by how easy it is to do that now on Riverside, um, where, because obviously, obviously Riverside, you know, records the podcast interviews, it transcribes them automatically. And there's, what do they call it? Overlord. It's got some funky name, like Overlord, AI Overlord or something like that.

And it will, um, it will create for you a number of vertical video clips within a certain, you know, you say I want it a minute long and it'll, it'll give you, it sort of goes away in a range. And the way that they've done it a lot like Descript in terms of they give you the transcript, you can highlight the text, you can line out that text and it'll take it out of the video.

You can have it auto shorten phrases and do I mean, and take out filler words and all, so it's a much tighter, um, and it will put the, the captions on there automatically. Um, and [00:22:00] so I was really impressed by that actually. I've used, I've played around on that a lot the last couple of weeks to see what it can now do.

I thought, well, this is actually quite clever. Um, and, uh, makes, I think makes generating those kinds of things a lot easier. Yeah, um, an awful lot easier. I do think with social media, I mean, it gives you the videos, the vertical videos. But I do wonder with social media, whether you need more than just the vertical videos, but it does give you that and it will give you the makings of that.

And then you can, like with everything with AI, I think you have to tweak it. I think if you just take from flow, send and copy and paste, or if you take Riverside's idea of what, you know, you should, you should have as your video and don't tweak it and change it. Um, it may be quicker, but it is definitely a much poorer outcome.

We are all getting used to recognizing ChatGPT content or Claude or whatever, you know, your AI [00:23:00] platform of choices. So I think my advice in all of this is take what it gives you, edit it, tweak it, rewrite it in your voice, train AI to understand what your voice is. So then it's less editing from your point of view.

Um, because if you read anything from Jack GPT, you instantly know, if it uses the word dive, we are going to dive into this topic, um, unlock, yeah, the, the sort of these phrases that you recognize, don't you over and over again, um, which just, it fascinates me whether, you know, when you're, when it writes titles, it puts colons in, you know, um, when it does social media captions, it's like key takeaway, colon, told you the key.

Yeah. And so you, you. So now the problem is when I look at content online, I'm like, that's just from my chat GPT. I don't care. I don't care. So I'm now starting to spot it myself. Yeah, and this is where I think Um, why I think it's important, you choose what you can do in terms of timing, right? [00:24:00] Uh, whereby you say, right, I've got this much time, podcast is first.

Um, obviously you, you want to get that online, you want to get a blog going. You can take the blog content, you can put that in your newsletter. Okay, I can use AI to help me with that. But I think it's better to tweak that and make that sound authentic and make it more like you and put time into getting that right.

Before doing all the other stuff, does that make sense? Because if you do that, it's, go and try it. Just go put an AI post on LinkedIn and see who interacts. And then get AI to give you some ideas for a post and you go back and forth until it sounds like you. Um, or even you take that same post and you rewrite it in your own voice.

Yeah. Um, and see how much interaction you get. I bet you the second one pulls way more. Yeah. Do you know what I mean? Yeah. Because it's, it's much more authentic and people engage with human content more than they do with AI content.

[00:24:52] Sadaf Beynon: Yeah. And I think you've also got the longevity as well. If you're being authentic in how you're, like how you're writing and the content you're putting out, [00:25:00] because if AI changes, it's going to change the way you're writing.

It, you know, spits out all the content and you're just copying and pasting and to the person who's reading it, they're going to see that shift. Yeah. Whereas if you're just talking or writing as you are, then that, that doesn't change. Yeah. Unless you change.

[00:25:18] Matt Edmundson: Yeah, it's an interesting one. I was playing around with a system called Q.

I've

[00:25:21] Sadaf Beynon: not heard of it.

[00:25:22] Matt Edmundson: Q U U U, I think. Recommended by Peter Murphy Lewis actually, uh, on LinkedIn. Um, cause he came, he was great actually, Peter, cause he was, he put a post on LinkedIn saying that, um, the episode that he did with me on the eCommerce podcast got like 1100, 1200 shares or something. He was pretty stoked.

And I thought that's cool. You know, so, and so I was looking at some of the tools that he was using. I'd never come across Q before. And what's interesting with Q is, um, it is this system which will, you'd sort of tell it, you know, like all the areas that you're interested in, and it will go away and it will write LinkedIn posts for you.[00:26:00]

Um, and I think it will go away and it will get content from the web. And

I

[00:26:06] Matt Edmundson: think the content that it gives you is actually, I mean, I think it's a sneaky thing, but it feels like it's content it wants to promote because some of its users is paid to promote content, right? And so yesterday I was looking at this and it wrote this, uh, LinkedIn post for me on an article about, um, uh, what do they call them?

Growth circles or something. There was some funky name to this, uh, article. So I read the, I read what it wrote. The post was dull, it was boring, and it would, it's not me at all. Yeah. So I, I thought, and I've switched off the auto post thing because I'm like, I'm not having that at all. I need to have some censorship going on.

Anyway, I took that same post and I put it into Claude.

Mm-hmm .

[00:26:50] Matt Edmundson: Um, I really like Claude for content more than Che team. Anyways, and I put it into Claude and I said, AI has written this post , right? So I'm telling ai, I said, [00:27:00] AI has written this post. Um, and here's a copy and I just copied and pasted the blog post that it referred to.

So here's the post, here's the blog post. What they've written, what AI has written as a post, does that sound like me in any way? And AI came back and went, no, not at all. It was just really fascinating. And so I said, well, how would it sound like me? And so it rewrote it in more of my voice and I'm like, yeah, okay, this is a bit more how I would write it.

And then I asked it a question. I said, actually. Based on what you know about me, would I say these things about this article? And I came back and went, actually, no. And this is a fascinating conversation I was having with Claude. And I'm like, well, why not? And it was like, well, actually, a lot of the content is just really dull.

It's just a lot of corporate speak. There's not a lot of stuff in there. And I'm like, so what are the really good parts of this article that I would like? And it comes back and says, well, this is actually the really interesting, the meat and potatoes of it all. I'm like, great. So now I can, I wrote a LinkedIn post [00:28:00] and this is where I think AI is really good, you know, using it for things like that.

I wrote a LinkedIn post about that. Which I'm, I think it's scheduled to go out today or tomorrow. Um, but if I'd have just had it where AI posted it, it would have been awful. And it would have, wouldn't have been me. It wouldn't have been authentic. And this is what I mean. You've got so many hours, right?

Um, choose how you spend those wisely, but don't spread yourself so thin that everything's rubbish and AI based. Choose one or two things, get them really good, get them you, and then move on to the next thing. And I think Matthew's right. The podcast with the newsletter and I would say actually the blog, you know, the blog and newsletter and I think those two things can be interlinked.

Yeah. Um, if you get that foundation right, you're onto it because you'd like you say you can take the newsletter, you can copy as an article on LinkedIn, um, And away you go. It's really, really good. [00:29:00] Yeah, really, really straightforward technique. And then videos. I mean, we could do a whole post on a whole podcast on how to repurpose video content for LinkedIn.

But I've found actually when you post the content on LinkedIn, if you can tag your guest and start the conversation that way, you can get a lot of comments. Yeah. A lot of comments, a lot of visibility. But again, coming back to what Matthew was saying, consistency is key with this kind of thing. So whether you're doing the newsletters, whether you're repurposing content, you've got to be consistent, which again, comes back to how much time do you realistically have?

[00:29:33] Sadaf Beynon: Yeah. And also to add to that, um, we did touch on this in the, in the main conversation, But also being mindful of posting on platforms where your audience is. So, you know, we were talking earlier about social media, so Instagram, kind of, um, taking a step back partly because, and focusing on newsletters and LinkedIn instead, because that's [00:30:00] where, um, our audience is.

So we believe anyway. And so, um, yeah, I think also keeping that in mind because otherwise you could be spending a lot of time doing things that aren't going to move the needle. Well, yeah,

[00:30:11] Matt Edmundson: absolutely. I mean, we could spend a lot of time putting videos on Pinterest. Now, I'm not saying Pinterest is a bad thing.

I actually think Pinterest is probably one of the unsung social media platforms, really. Um, and I think there's less competition on LinkedIn than most social media platforms. But I think for me, it's all about hierarchy. Right, so doing Pinterest is good, but I want to get these other things done well and right first.

Um, and so is TikTok better than Pinterest? Is Pinterest better than Instagram? Is Instagram better than Facebook? Is, should I do Snapchat? I mean, like you say, go where your audience is. Pick one or two platforms and go there. And if you're not sure, then test, um, and see [00:31:00] which ones are, but don't feel like you have to do all of them because somebody in a blog post said somewhere that you have

[00:31:05] Sadaf Beynon: to do all of them.

And testing can

[00:31:07] Matt Edmundson: take several months for something like this. Several months, yeah, yeah, yeah. It can really take a little while to get the data, but yeah. I love that. What's next week?

[00:31:17] Sadaf Beynon: More of Matthew.

[00:31:19] Matt Edmundson: Can you ever have enough Matthew Holman, that's the question. Is there an answer to the question?

[00:31:26] Sadaf Beynon: No, you cannot.

[00:31:27] Matt Edmundson: Okay.

So looking forward to next week, then we're going to carry on the comment. Do you know what we're talking about or what you're talking about Matthew next week?

[00:31:36] Sadaf Beynon: Um,

[00:31:37] Matt Edmundson: what's the clip?

[00:31:38] Sadaf Beynon: No, I'm not decided yet.

[00:31:41] Matt Edmundson: Oh, so much to choose from.

[00:31:44] Sadaf Beynon: There is.

[00:31:45] Matt Edmundson: So much to choose from. Well, uh, wherever you are in the world, I hope you enjoyed this.

Do reach out to us on LinkedIn and let us know what your thinking is. You are on LinkedIn.

[00:31:57] Sadaf Beynon: Sadaf Beynon.[00:32:00]

[00:32:01] Matt Edmundson: Every week. I don't understand. Anyway, you can follow Sadaf Beynon on LinkedIn at Sadaf Beynon. Yes. And you can follow me at Matt Edmundson. Come join us, come say howzit, let us know what you think about the podcast. Um, obviously answer any, uh, ask any questions. If you, if there's stuff that you want us to talk about and ask us about, then do let us know, but, um, yeah, we've been really enjoying it.

Um, and make sure you connect with Matthew as well. Go check out subscription doc, um, and you'll find him on LinkedIn. We will of course, put all the links in the show notes or the YouTube description. Uh, if you're listening to this or watching this. Um, but yeah, make sure you like, subscribe, all of that good stuff, uh, and we'll be back next week.

Yeah. Have I missed anything?

[00:32:39] Sadaf Beynon: No.

[00:32:41] Matt Edmundson: Makes a change. Okay. All right. All right. We'll see you next week, guys.

[00:32:49] Sadaf Beynon: And that brings us to the end of today's episode at Pod Junction. If you've enjoyed the insights from this episode and want to hear the full conversation with today's special guest, please visit us Don't forget to visit [00:33:00] PodJunction. com where you'll find more information about how you can join PodJunction Cohort.

Whether you listen while on the go or in a quiet moment, thank you for letting us be a part of your day. Remember, every episode is a chance to gain insights and to transform your business with podcasting, so keep on tuning in, keep on learning, and until next time, happy podcasting.