AI-Driven Marketer: Master AI Marketing To Stand Out In 2026

Episode: The Two-Channel Rule: A System for Growing Expert Podcasts
Host: Dan Sanchez
Co-Host: Ken Ferre
Date: November 27, 2025

Episode Overview

In this episode, Dan Sanchez and Ken Ferre dive deep into "The Two-Channel Rule," a proven framework for podcasters to overcome the biggest challenge in growing an expert podcast: distribution. Together, they unpack why relying solely on podcasts limits your reach and authority—especially in a noisy, AI-content-saturated world—and share actionable strategies to amplify your show by combining a long-form audio channel with a dedicated short-form social platform. The discussion is loaded with practical tips, platform comparisons, and behind-the-scenes realities about podcast growth in the era of AI.

Key Discussion Points & Insights

The Fundamental Flaw in Podcasting

• Podcasting’s Distribution Problem ([01:10])

  • Podcasts lack built-in discovery compared to YouTube, blogs, and social platforms.
  • Dan: "You could literally be pumping out the most amazing content on a podcast consistently over years and have pretty much no audience." ([01:52])
  • SEO is limited; keyword ranking in categories like "AI Marketing" gives a temporary edge, but most shows struggle without external support.

• Distribution Mechanisms of Other Channels

  • YouTube offers search, homepages, and related video features for discovery ([02:16]).
  • Blogs and newsletters also face broken or outdated discovery models.

The Solution: The Two-Channel Rule

• Concept Overview ([03:40])

  • The Two-Channel Rule states that your podcast (long-form channel) requires an accompanying short-form social channel to build audience and engagement.
  • "You're gonna need to grow another channel. You're gonna have to pick probably a short form podcast channel... X or LinkedIn, or TikTok or Facebook, Instagram..." (Dan, [03:30])

• Why Short-Form?

  • Testing new ideas, audience feedback, relationship building—functions podcasts lack.
  • Short-form channels are ideal for show promotion and engaging with listeners.
  • Interactivity: "Podcasting is not interactive. I wish it were." (Dan, [03:50])

• Can Podcasts Grow Without Social?

  • Rare exceptions: celebrity hosts, viral word-of-mouth sensations.
  • Ken: "If it did, that person was already really popular or the word of mouth was super contagious. But that... is few and far between." ([05:34])

• Reality of Top Podcasts ([08:24])

  • Many top podcasts are backed by substantial ad spend, not just organic growth.
  • "The dirty little secret behind them is they're spending a freaking ton of money keeping them popular." (Dan, [08:26])

Repurposing & Engagement: The Real Distribution Engine

• Repurposing Content Across Platforms ([09:00])

  • Clipping podcasts into short-form videos/posts (Instagram, TikTok, YouTube Shorts, X, LinkedIn, Facebook).
  • Text posts, blog posts, newsletters—all derived from the main show.
  • "There's a difference between posting somewhere and engaging somewhere." (Dan, [09:30])
  • Engagement is the lever that drives actual growth.

• Pick Your One Main Engagement Platform ([10:16])

  • "I find I can really only engage with one platform." (Dan)
  • Syndicate everywhere but engage deeply in one short-form channel.

• Platform Ownership Considerations

  • Don’t build solely on platforms you don’t "own" (Substack, YouTube, etc.).
  • LinkedIn: generous link options, flexible customization.
  • Podcasting: distributed, not owned by any single entity—more resilient long-term ([12:55]).

Tips for Maximizing Short-Form Channel Impact

• Treat Short-Form as "Channel and a Half" ([14:21])

  • Most content comes from the podcast; the second channel focuses on distribution and relationship-building, not extra ideation.
  • Ken: "It's not like you're building new content... it's like I'm taking the content, distributing... and now I'm engaged heavily on that platform." ([14:31])

• Posting vs. Engaging ([14:59])

  • Frequent, quality posting accelerates growth (Dan recommends up to 3 times/day on LinkedIn).
  • "But the thing that really makes it work is not just posting, it's actually engaging." (Dan, [19:05])
  • Substantial comments are more impactful than superficial ones.

Choosing Your Second Channel

• Recommended Platforms ([15:00])

  • For B2B, expertise-driven podcasts: LinkedIn and X (Twitter).
  • Both are "inherently social"—favoring relationship-building over anonymous engagement.
  • Other platforms (Instagram, TikTok, Facebook) may be preferable for lifestyle, entertainment, B2C, or younger audiences.

• Audience Fit Matters ([17:26])

  • Ken: "If you are a lifestyle coach... Facebook and Instagram do really well. If you're trying to get a younger generation and you're more focused on entertainment and products, TikTok does well..."

• LinkedIn vs. X Culture

  • LinkedIn: more helpful, B2B, professional ("Some people call it fake, I call it being considerate."—Dan, [24:16])
  • X: more combative, "sparring mode" ([24:12]).

LinkedIn Growth Playbook

• Commenting & Relationship Building ([18:35])

  • Deep engagement: reply to posts with thoughtful comments, ask questions, tag relevant people.
  • Dan: "I was doing probably 50 a day. Between 20 and 50 conversations a day, that's a lot... That's when I wanted to grow LinkedIn aggressively." ([21:02])

• Tactical Strategies

  • Maintain targeted engagement lists in a spreadsheet (Ken).
  • Connect people to others—be a valuable networker ([24:02]).
  • Join discussions beneath influential creators' posts—offer insights, answer questions, and connect with their audiences ([25:56]).
  • Avoid combative posts unless calling out clear unethical behavior ([27:43]).

• Profile Optimization ([30:25])

  • Treat your LinkedIn profile as a landing page for you and your show, not a resume.
  • Use a positioning statement in your byline—it's free advertising on every comment.
  • Place bold, visible calls to action (subscribe, join newsletter, download resource).
  • Dan: "Think of it less like a profile and think of it more like a landing page... If you have that mindset with your profile, it will change the game for you." ([33:09])

Avoiding AI "Shortcuts"

• Caution Against Automating Engagement Using AI ([28:27])
  • Automated, AI-generated engagement is easily detected and can harm your reputation.
  • "You build authority. You actually put negative energy into your profile." (Dan)
  • Ken: "Everybody hates it. You could tell even now if you use AI enough, you could tell when someone has left an AI comment." ([29:16])

Building the Authority Flywheel

• How Engagement Compounds ([33:27])
  • Well-optimized profiles and engaged short-form posting drive people to podcast and newsletter.
  • "It's a beautiful flywheel... your podcast starts to compound." (Ken)
  • The short-form channel keeps your content top-of-mind, bringing people into the deeper ideas on the podcast, then leveraging the newsletter to reinforce the ecosystem.

Notable Quotes & Memorable Moments

• On Podcast Discovery:

  • "You could literally be pumping out the most amazing content... and have pretty much no audience." — Dan ([01:52])

• On Repurposing Content:

  • "Every time I publish one clip, bam, everywhere I get a lot of text post content and I publish those all over the place." — Dan ([09:00])

• On Engagement:

  • "There's a difference between posting somewhere and engaging somewhere." — Dan ([09:30])
  • "If you're new to a city and you start working every single party... chances are you're going to know a lot of people in six months... That's how social media works." — Dan ([21:20])

• On Picking a Platform:

  • "You have to pick one that becomes your dedicated one... [other channels are] syndication channels." — Dan ([10:14])

• On Avoiding Automation:

  • "You build authority. You actually put negative energy into your profile... It's not gonna work too well." — Dan ([28:29])
  • "Everybody hates it... Sometimes I'm like, bro, you didn't even read my post." — Ken ([29:16])

• On Treating Your Profile Like a Landing Page:

  • "Think of it less like a profile and more like a landing page... optimize that profile like you would a high conversion landing page." — Dan ([33:09])

Timestamps for Important Segments

• [01:10] – The main flaw: podcasting’s lack of distribution
• [03:40] – Introducing the Two-Channel Rule
• [09:00] – Repurposing podcast content into short form
• [10:16] – Picking your one engagement platform
• [14:21] – Thinking of it as “channel and a half”
• [15:00] – Recommendation: LinkedIn and X for B2B/Expert podcasts
• [18:35] – Growth by engagement: practical tactics
• [24:16] – LinkedIn vs. X culture
• [28:27] – Why automating engagement with AI backfires
• [30:25] – LinkedIn profile optimization tips
• [33:27] – The authority flywheel: compounding audience growth

Conclusion

The Takeaway:
Podcasting alone is not enough to grow your authority or audience—especially in an era of ever-increasing AI-generated noise. The solution is the Two-Channel Rule: pair your podcast with a single, deeply-engaged short-form social channel. Repurpose your content, prioritize genuine engagement, optimize your social profiles (especially LinkedIn for B2B), and resist shortcuts like AI-automated interaction. This dual-channel ecosystem is the flywheel that will make your podcast discoverable, your authority obvious, and your impact tangible by 2026.

Next Steps:

• Choose and commit to your short form engagement channel (LinkedIn or X recommended for B2B).
• Systematically engage, comment, and network—don’t just post.
• Optimize your profile as if it’s your top landing page.
• Build the flywheel: podcast → short form → newsletter → podcast.