Podcast Summary: AI Explored – "How We're Pivoting Our Marketing: Behind the Scenes"

Release Date: February 1, 2025
Host: Michael Stelzner, Founder and CEO of Social Media Examiner
Guest: Dan Sanchez, Senior AI Marketing Strategist at Social Media Examiner

Introduction: Navigating the Shifting Marketing Landscape

In the February 1, 2025 episode of AI Explored, host Michael Stelzner delves into the evolving challenges facing marketers today. Joined by Dan Sanchez, the episode offers an in-depth look at how Social Media Examiner is adapting its strategies to overcome algorithm changes, declining email deliverability, and the saturation of short-form video content.

1. The Four Pillars of Marketing Challenges in 2025

Dan Sanchez outlines four significant shifts disrupting traditional marketing playbooks:

a. Transition from Social Graph to Interest Graph
Dan discusses how social feeds are now dominated by the interest graph, making it harder to reach existing followers.

Dan Sanchez [02:32]: "Feeds are dominated by interest-based content, or the interest graph, versus the social graph that many platforms used to rely on."

b. Surge of Short-Form Video Content
The proliferation of platforms like TikTok has made short-form videos a competitive space, demanding more creative energy and time investment.

Dan Sanchez [05:08]: "Making a good 60-second reel or TikTok video takes me a few hours sometimes. It's a lot of time for content that’s here today, gone tomorrow."

c. Algorithms Penalizing Promotional Content
Algorithms increasingly suppress promotional material, making it challenging to convert top-of-funnel efforts into meaningful sales.

Dan Sanchez [07:01]: "Algorithms then bar anything you do that's promotional. Makes it hard to make all the content marketing work worth it."

d. Evolution of SEO Amid AI Advancements
AI advancements have altered SEO dynamics, causing uncertainty about the future viability of traditional blog-centric strategies.

Dan Sanchez [07:01]: "The SEO game is changing with AI, making it unclear if writing numerous blog posts will continue to be effective."

2. Strategic Responses: Hiring and Paid Advertising

a. Recruiting Specialized Talent
Recognizing internal weaknesses, Social Media Examiner hired Dan Sanchez to spearhead AI-integrated marketing strategies.

Michael Stelzner [09:00]: "We needed to hire someone in-house to do what we are weak at. That's why we brought Dan on board."

b. Investing in Paid Media
Transitioning from an organic-first approach, the company allocated a $10,000 monthly budget to Facebook and Instagram ads to reconnect with their audience.

Michael Stelzner [16:40]: "We allocated a $10,000 budget a month to advertising, focusing on platforms where our audience is most active."

Dan Sanchez [15:30]: "Paid media is fantastic because it's fast and flexible. Despite increased costs and competition, it remains a cornerstone of our strategy."

3. Innovative Content Series: Premise-Based and Memeingful Marketing

a. Premise-Based Content Series: "Dollar Marketer"
Dan introduces a creative approach to content creation, focusing on themed series that ease the burden of constant idea generation.

Dan Sanchez [17:06]: "Premise-based content allows us to create a series with a unique twist, making our content more engaging and bingeable."

Example:

Dan Sanchez [20:53]: "In 'Dollar Marketer,' I create a viral social media post for just a dollar, like using googly eyes to add humor and promotion simultaneously."

b. Original Memes: "Memeingful Marketing"
Developing original memes that encapsulate deeper truths about marketing, enhancing engagement and educational value.

Dan Sanchez [23:23]: "With 'Memeingful Marketing,' we pair humorous memes with insightful questions to foster deeper engagement and provide value."

Example:

Dan Sanchez [24:55]: "One meme contrasts 'How Marketing Sees It' with 'How Sales Sees It,' using humor to address sales and marketing alignment."

4. Leveraging Speaker Clippings for Content Generation

By extracting concise, impactful clips from interviews with high-profile speakers, Social Media Examiner efficiently generates valuable content.

Dan Sanchez [26:47]: "The speaker clip series involves short, punchy answers from experts, which we then promote with conference branding."

Michael Stelzner [31:00]: "When you prompt speakers with the right questions, their responses become the hook for engaging content."

5. Expanding the Podcast Network with Viral Content

Michael shares the strategy of repurposing viral podcast interviews across multiple channels to maximize reach and drive conference registrations.

Michael Stelzner [33:09]: "By republishing a viral interview across our podcast network, we saw significant increases in both podcast rankings and ticket sales."

Case Study:

An interview with Sean Cannell titled "Three Social Media Trends You Need to Know for 2025" was republished across Social Media Examiner’s podcasts, garnering over 43,000 views and boosting AI Explored podcast rankings.

6. Implementing AI-Driven Sales and Support Bots

The introduction of an AI chatbot named Scout revolutionized customer interactions by providing 24/7 support and enhancing sales processes.

Michael Stelzner [39:39]: "Scout is trained on our FAQs and conference pages, answering queries in multiple languages and improving sales conversions."

Dan Sanchez [44:10]: "AI chatbots like Scout are game-changers, handling inquiries around the clock without the need for additional staff."

7. Enhancing Customer Engagement with Long-Form Text Content

Experimenting with daily long-form text posts on platforms like LinkedIn, Facebook, and X has proven effective in maintaining engagement and sharing valuable stories.

Michael Stelzner [45:12]: "Sharing transparent stories about our struggles has deepened emotional connections with our audience."

Dan Sanchez [46:39]: "Long-form text posts remain valuable, especially on LinkedIn where users seek in-depth knowledge and learning opportunities."

8. Cultivating a Stronger Community Through Storytelling

Michael emphasizes the importance of sharing authentic stories about challenges and successes, fostering a more profound connection with the audience.

Michael Stelzner [48:05]: "Talking about our struggles, not just triumphs, has endeared us to our audience on a deeper emotional level."

Dan Sanchez [39:39]: "Stories act as the glue, making our messaging more memorable and aligning our narrative with the audience’s experiences."

Conclusion: Embracing Change and Looking Forward

As the marketing landscape continues to evolve, Social Media Examiner exemplifies adaptability through strategic hiring, innovative content creation, and leveraging AI technologies. By sharing their journey transparently, they not only navigate current challenges but also provide valuable insights for marketers facing similar hurdles.

Key Takeaways:

• Adaptability is Crucial: Embrace new trends and technologies to stay relevant.
• Innovative Content Strategies: Utilize premise-based series and original memes to engage audiences creatively.
• Leverage AI Effectively: Implement AI-driven tools for customer support and sales to enhance efficiency.
• Storytelling Strengthens Connections: Authentic narratives about struggles and successes build deeper audience relationships.
• Diversify Marketing Channels: Balance paid, owned, and earned media to maximize reach and impact.

For marketers seeking to harness AI and navigate the complexities of modern marketing, this episode offers actionable strategies and inspiring insights from industry leaders.

Notable Quotes:

• Dan Sanchez [02:32]: "Feeds are dominated by interest-based content, or the interest graph, versus the social graph that many platforms used to rely on."
• Dan Sanchez [05:08]: "Making a good 60-second reel or TikTok video takes me a few hours sometimes. It's a lot of time for content that’s here today, gone tomorrow."
• Michael Stelzner [39:39]: "Stories act as the glue, making our messaging more memorable and aligning our narrative with the audience’s experiences."
• Dan Sanchez [44:10]: "AI chatbots like Scout are game-changers, handling inquiries around the clock without the need for additional staff."

Final Thoughts:

In a world where marketing dynamics are rapidly shifting, staying informed and agile is essential. By exploring the behind-the-scenes strategies of Social Media Examiner, listeners gain a comprehensive understanding of effective marketing pivots in the age of AI. Whether you're a seasoned marketer or a business owner, implementing these insights can help you navigate the complexities of 2025's marketing environment.

End of Summary