Long Form Content Can Create A Ton Of Engagement
Kate Bradley Chernis is the Founder & CEO of Lately – A.I. that learns which words will get you the most engagement and turns video, audio and text into dozens of social posts containing those words.
As a former rock ‘n’ roll DJ, prior to founding Lately, Kate also owned a marketing agency that got Walmart a 130% ROI, YoY for three years.
Listen to learn about how to approach your content using the Pillar Method, unlocking the power of long form content for more engagement, and why your content should be like Turkey dinner on Thanksgiving.
What Lately.AI is All About?
- Lately is designed for podcasters to help them repurpose any podcast into dozens and dozens of social media posts that it clips up with a unique writing model it makes for you specifically, and that contains the ideas and words it already knows
- It taps into what words and ideas matter most to your audience to help you get the highest level of engagement
Unlocking the Power of Long-Form Content to Maximize Engagement
- Creating a podcast episode can take a few hours but some podcasters don’t realize the importance of marketing it – they may just post about the episode on social media once or twice
- The Pillar Method, which was made famous by Gary Vee, is something Kate has been using for years. In fact, back in 2008, she helped Walmart get a 130% ROI year over year for three years. And she did so using the Pillar Method
- It’s like Turkey dinner on Thanksgiving: you have dinner, then there are sandwiches, some soups, etc.. You end up eating Turkey all week, and you want to do that with your podcast too. Repurpose an episode into various different types of micro-content
- ‘Why would I promote it more than once’ is a mental roadblock that prevents people from making the most out of the content they’ve created
- The answer is simple: the chances of someone seeing your tweet, Facebook or Instagram post, for example, are very slim. It’s like radio: radio DJs used to play the same song 300 times in one week hoping people would hear it once
- A 20-30 minute podcast episode, for instance, could probably provide you with dozens and dozens of posts – even 90 social posts, says Kate!
- People are multifaceted, so you can’t just say the same thing over and over again. Different promotional posts will attract different people who may find themselves looking at the same piece of content as others even though it was a different piece of micro-content that got them there
Know Your Audience and Platform
- One of the things Lately does is create word clouds that can help you the “blank page” obstacle
- It’s key for you to know the platform(s) you’re focusing on and their nuances. Let’s take hashtags, for example. The old way of using them as an indexer at the end of a post is gone. Now, they should be used to as a commentary, to enhance what you said
- Lately helps you by analyzing the social media posts of the accounts you have authorized. It looks at the content you’ve shared over the last year, picks the ones with the highest engagement and extracts the key words and ideas, as well as sentence structures the highest engaging posts were made of
Getting the 98% Sales Conversion
- The way Kate and her team have gotten to a 98% sales conversion is by temporarily suspend their belief in magic and by using Lately to identify key words, concepts, etc. from content she produced or co-produced such as her podcast guest interviews or guest posts and create social media posts over to share on all of their brand channels
- It’s also possible to share the content across their employees channels, and build employee advocacy that way. This helps to go from “an army of one” to “an army of many”
- For enterprise clients, Lately can detect who likes, comments or shares a post and ID them as a warm lead that can be moved toward the Lately demo, for instance
- Typically, a user would upload a piece of content (e.g. video or audio file) to Lately, which would then provide them with a transcript, social post options, captions, and hashtag suggestions
- Kate has noticed that some users reverse the process: instead of uploading the content, letting Lately work its magic and get word clouds, they look at the analytics first to get the word clouds and, only then, they create content (after having looked at what are some trending topics for their target audience and customers)
“Know the platform(s) you’re focusing on and their nuances. Let’s take hashtags, for example. The old way of using them as an indexer at the end of a post is gone. Now, they should be used to as a commentary, to enhance what you said.”
How to Approach Your Content
- For Kate, every content creator should think, write and produce in sound bites
- Sound bites are everywhere: on TV, radio, Instagram, everywhere
- If you talk in sound bites and upload an interview to Lately, it’s going to be easier for the AI tool to create engaging sound bites off of the file you uploaded – and this means less work for you
- For Kate, there are only two objectives on social media: click and share
- When you’re starting out, it’s typically hard for you to get clicks and shares because people don’t trust you yet. Unless you create how-to content, that is
- How-to content works well because it’s provides an answer to a question, a solution to a problem in a more direct way compared to other forms of content
- Content marketing isn’t about making the sale, it’s about social selling and conversions
About Kate
Kate Bradley Chernis is the Founder & CEO of Lately – A.I. that learns which words will get you the most engagement and turns video, audio and text into dozens of social posts containing those words.
As a former rock ‘n’ roll dj, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. She’s also an award-winning radio producer, engineer and voice talent with 25 years of national broadcast communications, brand-building, sales and marketing expertise. What she learned in radio about the neuroscience of music helps fuel Lately’s artificial intelligence.
Prior to founding Lately, Kate also owned a marketing agency which got Walmart a 130% ROI, YoY for three years.
In addition, Kate’s appeared as a guest speaker on hundreds of sales, marketing and entrepreneurial podcasts and has led presentations for Walmart, National Disability Institute, IRS, United Way Worldwide, SaaStr, SXSW, Content Marketing Institute, Harvard University, Columbia University, NYU and others.
Resources mentioned:
Gary Vee’s Pillar Content Method
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