Meeting Title: Brainforge <> Nick-Trimmer—Content-Feedback Date: 2024-11-05 Meeting participants: Nicolas Sucari, Uttam Kumaran, Nick Trimmer, Ryan Brosas
WEBVTT
1 00:01:05.560 ⇒ 00:01:06.389 Nicolas Sucari: Hi, Nick.
2 00:01:07.470 ⇒ 00:01:08.294 Nick Trimmer: Hey? How’s it going.
3 00:01:09.480 ⇒ 00:01:11.710 Nicolas Sucari: Doing good. How are how are you?
4 00:01:12.120 ⇒ 00:01:13.970 Nick Trimmer: Doing really good. It’s good to meet you.
5 00:01:14.350 ⇒ 00:01:15.810 Nicolas Sucari: Nice to meet you, too.
6 00:01:17.550 ⇒ 00:01:19.310 Nicolas Sucari: Hey, Ryan, are you there.
7 00:01:20.450 ⇒ 00:01:21.690 Ryan Brosas: Hi! Hello!
8 00:01:24.540 ⇒ 00:01:25.330 Ryan Brosas: Oh.
9 00:01:25.860 ⇒ 00:01:27.440 Nick Trimmer: Hey? Good to meet you as well, Ryan.
10 00:01:31.340 ⇒ 00:01:32.489 Nick Trimmer: have you guys been?
11 00:01:33.040 ⇒ 00:01:34.800 Nick Trimmer: How’s the work we’ve been for you so far?
12 00:01:36.400 ⇒ 00:01:40.409 Nicolas Sucari: It’s Tuesday. So I think we have a long week left.
13 00:01:40.640 ⇒ 00:01:41.470 Nicolas Sucari: Yeah.
14 00:01:41.770 ⇒ 00:01:42.070 Nick Trimmer: Got.
15 00:01:42.380 ⇒ 00:01:44.190 Nicolas Sucari: Yeah, how about you?
16 00:01:45.060 ⇒ 00:02:02.830 Nick Trimmer: It’s been good so far. Just good momentum and getting some good work done. I think it’ll be definitely be a great time. It’s cool to meet you guys, and I’m excited to kind of be doing a little work together. I was talking to a Tom who was telling me. So, Ryan, you’re the Content lead and Nico, you’re the project manager. Is that correct?
17 00:02:03.010 ⇒ 00:02:03.750 Nick Trimmer: Yeah.
18 00:02:03.750 ⇒ 00:02:04.269 Nicolas Sucari: That’s correct.
19 00:02:04.270 ⇒ 00:02:04.790 Ryan Brosas: Yes.
20 00:02:04.990 ⇒ 00:02:09.379 Nick Trimmer: Awesome. What do those roles entail for you guys in the context of brain forge.
21 00:02:10.729 ⇒ 00:02:16.639 Nicolas Sucari: So we I mean, Utam mentioned you the content of brain forge anything? Yeah, I think. Yes, right?
22 00:02:17.040 ⇒ 00:02:20.738 Nick Trimmer: Yeah, yeah. So I’ve he and I’ve worked a little bit together in the past.
23 00:02:20.970 ⇒ 00:02:21.450 Nicolas Sucari: No.
24 00:02:21.450 ⇒ 00:02:24.520 Nick Trimmer: Helping them out with the content strategy early on, so.
25 00:02:24.520 ⇒ 00:02:25.210 Nicolas Sucari: Cool. I’m.
26 00:02:25.210 ⇒ 00:02:29.099 Nick Trimmer: Pretty familiar. But I would love to hear the updates, because I haven’t heard
27 00:02:29.220 ⇒ 00:02:31.920 Nick Trimmer: kind of what you guys have been up to the last couple of months.
28 00:02:33.150 ⇒ 00:02:44.389 Nicolas Sucari: So we we are. I. I’m also working like, I’m the project manager and also working at head of data operations. We are kind of like opening.
29 00:02:44.430 ⇒ 00:02:54.353 Nicolas Sucari: like 2 different ways of working one regarding everything about data, and one regarding everything about AI and automation.
30 00:02:55.110 ⇒ 00:03:17.719 Nicolas Sucari: Miguel, that is not here is is leading everything regarding the AI, we are trying to create these different solutions, using AI or data to different clients. We bring. Yeah, we just offer our services on as consultants there, and we just help them make better decisions. In terms of project management. It’s been really good. I mean, we have great team.
31 00:03:17.720 ⇒ 00:03:26.219 Nicolas Sucari: great engineers. So yeah, we are. We were working a lot with different clients. We have now 3 or 4, and we are looking into
32 00:03:26.220 ⇒ 00:03:30.540 Nicolas Sucari: bringing some more in this couple. Yeah, this next few weeks.
33 00:03:30.923 ⇒ 00:03:38.979 Nicolas Sucari: So yeah, I mean, it’s been great. And yeah, every every client that we’re working with, and every single piece of
34 00:03:39.090 ⇒ 00:03:47.810 Nicolas Sucari: product, data, integration and everything that we are trying to provide them. We are also using that as content. So Ryan here was.
35 00:03:47.810 ⇒ 00:03:48.520 Nick Trimmer: That’s amazing.
36 00:03:48.520 ⇒ 00:04:10.190 Nicolas Sucari: Yeah, Ryan is here, is helping us a lot on creating those that content. We are repurposing all of the content or all of the social media platforms that we have. We’re trying to leverage all of the work we do with AI and different tools so that we can reuse everything that we have. And we now have some more ideas on
37 00:04:10.260 ⇒ 00:04:13.279 Nicolas Sucari: starting to create some videos we have here with them. So Hi.
38 00:04:13.280 ⇒ 00:04:14.230 Nick Trimmer: Really.
39 00:04:14.380 ⇒ 00:04:16.120 Nicolas Sucari: Yeah, but yeah, I wish.
40 00:04:16.120 ⇒ 00:04:16.450 Nick Trimmer: Exciting.
41 00:04:16.450 ⇒ 00:04:29.009 Nicolas Sucari: Starting on the on the content. Ryan is managing everything real. Very good. I think these past few. I think it’s just yeah, an entire month. Now that we’ve been like
42 00:04:29.590 ⇒ 00:04:43.950 Nicolas Sucari: going so much further on the content that we’ve been doing like for the past few months. And it’s like great steps that we are taking right now. But yeah, all ideas are welcome. And yeah, we need all the help
43 00:04:43.960 ⇒ 00:04:52.730 Nicolas Sucari: we can get in order to keep keep improving the way we are working on on the content side. So yeah, eager to find out what you can help us with.
44 00:04:53.320 ⇒ 00:04:55.949 Nick Trimmer: Yeah, it’s amazing to hear what’s up with Thomas. Good to see you, man.
45 00:04:55.950 ⇒ 00:05:04.019 Uttam Kumaran: Hey? Good to see you, too. Yeah, we’ve I mean everybody. I’ve I. The only thing I share with everybody when they join is that content strategy thing
46 00:05:04.100 ⇒ 00:05:08.220 Uttam Kumaran: because I was reading that every day for a long time. And then I was like.
47 00:05:08.600 ⇒ 00:05:13.339 Uttam Kumaran: Okay, finally boiled down to like figuring out who we needed. And then, I think, since.
48 00:05:13.340 ⇒ 00:05:13.680 Nick Trimmer: Yeah, yeah.
49 00:05:13.680 ⇒ 00:05:21.210 Uttam Kumaran: Last talked. We have a really good system in place like and not only doing like just the basics, but I think
50 00:05:21.380 ⇒ 00:05:32.279 Uttam Kumaran: I have high expectations. So I think we’re actually like nailing on a lot of stuff. And a lot of it, I think, is like more like trust. The process sort of mode now, but I’m all.
51 00:05:32.280 ⇒ 00:05:32.799 Nick Trimmer: Yeah, yeah.
52 00:05:32.810 ⇒ 00:05:34.240 Uttam Kumaran: To see how we move.
53 00:05:34.666 ⇒ 00:05:38.470 Uttam Kumaran: As fast as the best people that do this. Basically so.
54 00:05:38.470 ⇒ 00:05:38.930 Nick Trimmer: Yeah, yeah.
55 00:05:38.930 ⇒ 00:05:58.270 Uttam Kumaran: I would say, we’ve you know we’ve done a lot of what you said on the on the content strategy. That initial, you know, stuff that we did, which is, you know. Think about the voice. Think about posting from the company account and having me having other people post. We now have again stuff going out pretty consistently as of the last 2 weeks on
56 00:05:58.450 ⇒ 00:06:02.179 Uttam Kumaran: all socials. Newsletter, like Linkedin.
57 00:06:02.510 ⇒ 00:06:03.490 Nick Trimmer: Yeah, yeah.
58 00:06:03.680 ⇒ 00:06:14.790 Uttam Kumaran: And then we also set goals like the other thing. I tell the company is like we are a data company. So we have to set goals and measure so we actually began to set
59 00:06:14.870 ⇒ 00:06:16.400 Uttam Kumaran: goals across
60 00:06:17.063 ⇒ 00:06:25.539 Uttam Kumaran: Instagram Linkedin, my Linkedin, my twitter stuff like that. But a lot of it was really on volume initially, just to make sure, last month we hit
61 00:06:25.590 ⇒ 00:06:35.099 Uttam Kumaran: like we were consistently posting. And then I think now it’s gonna start to get a little bit like, Okay, are we actually seeing engagements, but also want to get your feedback on if there’s
62 00:06:35.160 ⇒ 00:06:40.578 Uttam Kumaran: particular things to measure. But yeah, I guess we can. We can start this wherever
63 00:06:41.460 ⇒ 00:06:46.079 Uttam Kumaran: you’d like to go, or you know I have a couple of things that we can kick off up to you.
64 00:06:47.391 ⇒ 00:06:57.649 Nick Trimmer: Let’s start with what you have, and then I have kind of like a list of general thoughts and notes, but I’ll be able to if we start with you, I’ll be able to kind of hone in a little bit more on kind of what you’ve been thinking about.
65 00:06:59.080 ⇒ 00:07:02.969 Uttam Kumaran: Okay. So let me I’m just gonna I’m just gonna take notes
66 00:07:03.180 ⇒ 00:07:07.059 Uttam Kumaran: like, or kind of just work off of this stock. I’ll send it in
67 00:07:10.010 ⇒ 00:07:12.339 Uttam Kumaran: Send it in the chat here.
68 00:07:12.340 ⇒ 00:07:16.309 Nick Trimmer: Perfect, and I’ve got the swipe file open next to me as well, just to keep up as well.
69 00:07:16.620 ⇒ 00:07:17.265 Uttam Kumaran: Okay.
70 00:07:19.880 ⇒ 00:07:21.150 Uttam Kumaran: access to this?
71 00:07:27.280 ⇒ 00:07:29.490 Uttam Kumaran: Yeah. So I mean, the.
72 00:07:29.690 ⇒ 00:07:33.559 Uttam Kumaran: I guess the 1st thing I wanted to start with was just getting your perspective
73 00:07:33.780 ⇒ 00:07:47.400 Uttam Kumaran: on kind of like where, you know, like a little bit. You know the context of the company, and like kind of how I wanted to start it, and then kind of like what we originally talked about a few months ago, and then, looking at what we’ve done now, would love you to even just like.
74 00:07:47.430 ⇒ 00:07:51.419 Uttam Kumaran: describe what you’re seeing, what you like, and
75 00:07:51.440 ⇒ 00:07:55.358 Uttam Kumaran: I really, hopefully like what you don’t like, or where we can improve
76 00:07:55.660 ⇒ 00:07:56.090 Nick Trimmer: Yeah.
77 00:07:56.090 ⇒ 00:08:05.150 Uttam Kumaran: That that, I think, would be a great place to start, and you know, I think that’ll give us some specific insight into the content, and then we can step back and talk about, you know, like broader strategy.
78 00:08:05.150 ⇒ 00:08:05.700 Nick Trimmer: Sure.
79 00:08:05.700 ⇒ 00:08:06.890 Uttam Kumaran: And things like that.
80 00:08:07.340 ⇒ 00:08:31.209 Nick Trimmer: Yeah, totally. So what I was doing is, I was 1st kind of skimming through the swipe file to see what you guys chose to showcase specifically, the kind of topics you were covering and the way you presented the information, I’ll start off by saying that like, just start off by sort of focusing on Linkedin, because I think that’s gonna be the most powerful channel for you guys.
81 00:08:31.915 ⇒ 00:08:33.250 Nick Trimmer: In terms of
82 00:08:33.440 ⇒ 00:08:39.272 Nick Trimmer: measurable and repeatable audience growth engagement, and eventually
83 00:08:40.270 ⇒ 00:09:07.359 Nick Trimmer: like conversion. Basically Linkedin is just simply more predictable than Twitter. Twitter is really cool, for like one on one conversations. But when you’re building out a content strategy, any of this is like this is evolved even within the last couple of months of the last time you and I worked together with Tom like, it’s just getting honestly like harder and so Linkedin is is kind of the focus, was my focus as I was going through everything.
84 00:09:08.320 ⇒ 00:09:15.910 Nick Trimmer: structurally, a lot of these posts are done really well in that you have this really
85 00:09:16.090 ⇒ 00:09:22.259 Nick Trimmer: lean but sort of attention, grabbing structure which begins with
86 00:09:22.969 ⇒ 00:09:28.659 Nick Trimmer: a strong hook. That sort of alludes to the information in the document. Details
87 00:09:28.740 ⇒ 00:09:43.582 Nick Trimmer: in the sort of body that actually convey something substantive. And I actually, I pulled a couple of posts to put side by side. To show you like really good, and one that could use a little bit more work when talking about
88 00:09:44.070 ⇒ 00:09:53.408 Nick Trimmer: when discussing specific details or giving advice. But but overall, like a lot of these posts have really great details. There was one that stood out to me in particular, the
89 00:09:54.318 ⇒ 00:09:59.849 Nick Trimmer: the vitacoco, like case study, style, style, kind of post, where you talk specifically about
90 00:10:01.540 ⇒ 00:10:12.610 Nick Trimmer: you know, it was presented as if you know, here’s the problem that they here is a problem that you don’t want to have. That was the hook. And that’s how that hook sort of alluded to.
91 00:10:13.220 ⇒ 00:10:25.480 Nick Trimmer: basically caught the attention of someone else who might have the same problem. So stockouts aren’t just an inconvenience. They’re killing your retail business, making the hook sort of relevant to the reader and then saying
92 00:10:25.830 ⇒ 00:10:30.371 Nick Trimmer: this same large company that you’ve probably heard of had this problem
93 00:10:30.750 ⇒ 00:10:31.110 Uttam Kumaran: Yes.
94 00:10:31.110 ⇒ 00:10:32.949 Nick Trimmer: Here are the details of the problem.
95 00:10:33.000 ⇒ 00:10:39.110 Nick Trimmer: Here’s what they were doing wrong beforehand. Again, you want every opportunity for the reader to
96 00:10:39.160 ⇒ 00:10:40.730 Nick Trimmer: pick up on something
97 00:10:41.100 ⇒ 00:10:48.560 Nick Trimmer: like for the reader to find something familiar to them, either in what they’re doing, right or what they’re doing wrong. You just they you want they want to.
98 00:10:49.720 ⇒ 00:11:03.639 Nick Trimmer: The idea is to basically make them feel as if you’re speaking directly to them, and that can be done through tone that can be done through content. That can be done through a number of different things. And so the fact that you had it structured as
99 00:11:04.229 ⇒ 00:11:10.969 Nick Trimmer: here’s a problem that many people have, and it will kill your business if you don’t sort of address this problem ahead of time.
100 00:11:10.990 ⇒ 00:11:28.710 Nick Trimmer: Here’s an example of a company that was doing it wrong. Here’s what they did poorly before. Here are the steps that we took to help alleviate that problem. And then here are the quantifiable outcomes, the ways in which our actions actually made an impact or made an improvement in some way.
101 00:11:29.053 ⇒ 00:11:43.319 Nick Trimmer: That that I thought was really great, and I I appreciate, I enjoy how you guys are using carousels as well. With all of the graphics. Up to this point, the on both Linkedin in front of what, from what I’ve seen on the Newsletter, the
102 00:11:45.440 ⇒ 00:11:49.820 Nick Trimmer: the production quality is is high, which is really great. To see.
103 00:11:50.360 ⇒ 00:11:52.219 Uttam Kumaran: And that was something that like I was
104 00:11:52.450 ⇒ 00:11:54.710 Uttam Kumaran: very particular of, because.
105 00:11:54.710 ⇒ 00:11:55.300 Nick Trimmer: Of.
106 00:11:55.300 ⇒ 00:12:00.762 Uttam Kumaran: I mean, as you know, like, even on our website, if you go to website now, it’s way different than when we talk
107 00:12:01.040 ⇒ 00:12:10.789 Uttam Kumaran: and in our industry. And that’s what I mentioned is like people like the persona of people in my industry are like older.
108 00:12:11.270 ⇒ 00:12:11.630 Nick Trimmer: It is.
109 00:12:11.630 ⇒ 00:12:19.270 Uttam Kumaran: Business people and the people that are competitors have really shitty websites and really shitty content strategies, or none at all
110 00:12:20.240 ⇒ 00:12:22.609 Uttam Kumaran: important that we just get volume out. But
111 00:12:23.020 ⇒ 00:12:26.579 Uttam Kumaran: I know. And this is what I tell the team. And I tell people it’s like
112 00:12:26.860 ⇒ 00:12:28.570 Uttam Kumaran: some people aren’t. People
113 00:12:28.600 ⇒ 00:12:37.699 Uttam Kumaran: may or may not read it, but they wanted to come across that. We’re like legit legit, right? And so that’s why we have a full time designer on staff. For this reason alone.
114 00:12:38.040 ⇒ 00:12:38.750 Nick Trimmer: Yeah, yeah.
115 00:12:38.750 ⇒ 00:12:43.840 Uttam Kumaran: That’s gonna be one of the ways we stand out. We don’t have all the Logos, and, like
116 00:12:43.860 ⇒ 00:12:56.779 Uttam Kumaran: all of the social proof yet, but like, I want to try to stand out in in that way. So we’ve we’ve really over index there. And I also think I mean, it looks like it’s for me I’m like. This is incredible, you know, and
117 00:12:57.060 ⇒ 00:12:57.909 Nick Trimmer: Yeah, yeah, it is.
118 00:12:57.910 ⇒ 00:13:08.959 Uttam Kumaran: We do that consistently new illustrations per post that goes out. And we leverage a lot of AI tools and canva and a lot of stuff. But I think we we try. We really tried to nail that process.
119 00:13:09.770 ⇒ 00:13:13.384 Nick Trimmer: Yeah, yeah, absolutely. And I, I think you guys are doing a great job. I think,
120 00:13:13.800 ⇒ 00:13:21.340 Nick Trimmer: I mean, you’ve got. You’ve clearly got a legit designer, because there’s great brand consistency between all of the graphics across all of the channels.
121 00:13:22.004 ⇒ 00:13:25.395 Nick Trimmer: So I think that’s being done really effectively.
122 00:13:26.320 ⇒ 00:13:32.899 Nick Trimmer: and again, this this is, I’m speaking from sort of a set of notes where I was sort of browsing
123 00:13:33.448 ⇒ 00:13:41.020 Nick Trimmer: browsing the brain forge, brain forge account. And then, Tom, browsing your specific Linkedin account. Just trying to
124 00:13:41.620 ⇒ 00:13:57.629 Nick Trimmer: a collect initial thoughts as a sort of user or reader. So as I go through this as well. One of the things I really like, and one of the things I really appreciate which I’m specifically is like the way that you’ve employed the strategy
125 00:13:57.870 ⇒ 00:14:05.029 Nick Trimmer: like the joint brand strategy, where, if you’re reposting from the brand account, you’re adding something new to the conversation.
126 00:14:05.638 ⇒ 00:14:12.100 Nick Trimmer: I think that that is is really important. And it’s clear
127 00:14:12.680 ⇒ 00:14:22.869 Nick Trimmer: the the impact of that to me is clear. When I look at the comments on the stuff that you’re posting. So you know, you’re just getting started with like a regular posting cadence.
128 00:14:23.153 ⇒ 00:14:33.810 Nick Trimmer: And I’m seeing that, you know, you’re posting multiple times a week, which is really exciting. And and you know that just the content quality is so hot, and the cool thing about that is you’ll be able to reuse this
129 00:14:33.840 ⇒ 00:14:35.973 Nick Trimmer: later on down the road.
130 00:14:36.640 ⇒ 00:14:45.220 Nick Trimmer: And so what I’m seeing, for example, is like, you know, because you’re just starting out. You’re getting. I’m looking at like 13 likes 26 likes 9 likes
131 00:14:45.653 ⇒ 00:15:00.189 Nick Trimmer: that’s really like honestly solid for just kind of just now kicking back up this content engine for yourself. But what stands out to me the most is honestly the comments and reposts as a sort of ratio of likes, and I use that
132 00:15:00.660 ⇒ 00:15:13.019 Nick Trimmer: I use that as sort of an informal indicator. There are a couple of different sort of like ratios that I’ll track just to make sure that nothing’s like way outside, like too many standard deviations outside of what I would expect.
133 00:15:14.940 ⇒ 00:15:30.839 Nick Trimmer: so to see, for example, like 3 comments, 2 reposts on 13 impressions. That’s fantastic, and I’m sure you know, one or 2 of those might be friends that are like hyping stuff up, which is great. But and that’s that’s okay, I do that all the time like, that’s what you got to do to kind of like kickstart the engine.
134 00:15:32.400 ⇒ 00:15:46.209 Nick Trimmer: But you know the fact that they’re sort of conversations happening both on your page and on some of the posts directly in the Brainforge Brainforge Page. Is a really good indication that, like something’s going well.
135 00:15:47.770 ⇒ 00:15:49.300 Nick Trimmer: And
136 00:15:49.470 ⇒ 00:15:51.580 Nick Trimmer: and so that’s just like a positive
137 00:15:51.620 ⇒ 00:15:53.640 Nick Trimmer: signal to me. Really.
138 00:15:53.910 ⇒ 00:15:57.089 Nick Trimmer: the next thing that comes to mind as I look at this is
139 00:16:02.360 ⇒ 00:16:04.726 Nick Trimmer: large scale, like sort of
140 00:16:06.110 ⇒ 00:16:10.290 Nick Trimmer: broad, or or like one of the 1st broad strategic thoughts.
141 00:16:10.420 ⇒ 00:16:22.600 Nick Trimmer: It’s not specific to any individual post. Is that as you continue with this strategy, one of the things that you might consider or think about on your own personal account. Tom, is like taking
142 00:16:24.680 ⇒ 00:16:35.019 Nick Trimmer: taking either one of the post drafts like one of the drafts for a post originally intended for Brainforge, and just posting it on yours
143 00:16:35.080 ⇒ 00:16:36.359 Nick Trimmer: as a test.
144 00:16:36.882 ⇒ 00:16:39.557 Nick Trimmer: The reason I say that is because
145 00:16:41.160 ⇒ 00:16:52.770 Nick Trimmer: I mean, it’s a couple of different things. The brand account will never get as big as like the individual account of a founder who is also active on on the platform itself.
146 00:16:52.800 ⇒ 00:17:03.360 Nick Trimmer: So like the personality and the brand of the individual is going to sort of supersede, or it’s going to aggregate more trust than just the brand account itself.
147 00:17:03.949 ⇒ 00:17:11.330 Nick Trimmer: So that’s something that’s going to be really powerful for both you and Brainforge, and especially when you’re developing like
148 00:17:11.948 ⇒ 00:17:19.131 Nick Trimmer: sort of long term middle of the funnel relationships with followers who will eventually convert
149 00:17:19.970 ⇒ 00:17:28.320 Nick Trimmer: as a as a touch point. The personal account is so much more powerful than the brand account. And so going like as you guys go.
150 00:17:30.720 ⇒ 00:17:32.519 Nick Trimmer: I love this sort of like
151 00:17:32.780 ⇒ 00:17:39.319 Nick Trimmer: funnel approach, or or maybe just this cascading approach to content production where you’re going.
152 00:17:39.857 ⇒ 00:17:53.820 Nick Trimmer: Most detailed most industry, specific and sort of most niche at the newsletter, and then you’re shortening it and broadening the the scope a little bit by converting Newsletter to to like company. Linkedin.
153 00:17:53.820 ⇒ 00:17:54.440 Uttam Kumaran: Stuff.
154 00:17:54.560 ⇒ 00:18:10.037 Nick Trimmer: And then I think you want to experiment. I would recommend experimenting with the same by going you know, loosening the voice a little bit, and making it a bit more conversational, but conveying some of the same ideas, or selecting topics that are a little bit
155 00:18:11.390 ⇒ 00:18:19.930 Nick Trimmer: that are just a bit more broad for a bit more of a for a slightly more broad audience. And then posting those directly from your account.
156 00:18:20.040 ⇒ 00:18:38.849 Nick Trimmer: and and what you’ll find is just. It’s a couple of different things. One, it’s trust between a brand account versus a person with a face on a profile. And the second thing is actually mechanical to to Linkedin’s engagement algorithm posting your own stuff will always be prioritized over the reposts.
157 00:18:38.870 ⇒ 00:18:39.574 Nick Trimmer: Okay,
158 00:18:40.350 ⇒ 00:18:57.309 Nick Trimmer: and so the reposts are fantastic. I would just say every once in a while, like, if you want to begin to experiment, just take one of those ones that was in the queue, and, or, you know, take a piece of something repurpose from a newsletter, or honestly, if you just want to fire off like a story about an individual experience.
159 00:18:57.490 ⇒ 00:18:57.880 Uttam Kumaran: Yeah.
160 00:18:58.490 ⇒ 00:19:02.149 Nick Trimmer: Those are little ways to provide.
161 00:19:03.130 ⇒ 00:19:08.819 Nick Trimmer: What I would say is more audience driven and less substantive content that helps
162 00:19:09.320 ⇒ 00:19:14.080 Nick Trimmer: boost engagement between the highly substantive stuff.
163 00:19:14.210 ⇒ 00:19:22.160 Nick Trimmer: So oftentimes the way I will advise like B, 2 B founders who are building something and want an audience on there
164 00:19:22.180 ⇒ 00:19:30.840 Nick Trimmer: on their linkedin profile is that you’ll oftentimes have, like growth, oriented content and substantive conversion, oriented content.
165 00:19:31.000 ⇒ 00:19:43.880 Nick Trimmer: And so growth stuff can be anything from like personal stories and anecdotes. Revealing little bits about your life. They can be entertainment, content. They can be jokes and humor and memes.
166 00:19:44.120 ⇒ 00:19:49.269 Nick Trimmer: but that stuff consistently performs better, and it just gets more eyes. It gets in front of more people.
167 00:19:49.720 ⇒ 00:19:54.819 Nick Trimmer: The second time is more substantive. It’s the kind of stuff where you’re providing commentary on like
168 00:19:54.850 ⇒ 00:19:58.000 Nick Trimmer: Brainforge account, deep dives. That’s fantastic.
169 00:19:59.430 ⇒ 00:20:23.219 Nick Trimmer: when you’re doing both, it provides a really good balance where you’re able to both leverage entertainment, content to basically capture the attention of someone. And then this more substantive stuff to both. Build credibility for you as a founder and as a voice of authority within your industry, while also driving them more further down the funnel, either middle of funnel or directly to the end
170 00:20:23.688 ⇒ 00:20:31.399 Nick Trimmer: at the point at which they actually like reach out to you when they’re ready to make this kind of purchasing decision, or or they’re looking for this kind of support.
171 00:20:32.860 ⇒ 00:20:38.670 Nick Trimmer: so you know, honestly, as you, the more you guys do this it is. It’s
172 00:20:39.080 ⇒ 00:20:48.086 Nick Trimmer: it’s a tough thing to do, and you’re completely correct that for us the process is is the hardest and most important part at the very beginning.
173 00:20:49.020 ⇒ 00:20:56.159 Nick Trimmer: However, if you continue with this, you’ll begin to get a feel for what the right balance is. So if I can encourage anything, it’s
174 00:20:56.220 ⇒ 00:20:59.680 Nick Trimmer: it’s certainly trust the process in how
175 00:21:00.220 ⇒ 00:21:01.450 Nick Trimmer: you
176 00:21:01.912 ⇒ 00:21:21.299 Nick Trimmer: maintain both. A voice, a consistent voice and a repeated posting cadence, and then from there allow yourself a little bit of flexibility to to experiment with different post formats, and that can be genuinely something simple, as like if there’s some. If you had a conversation on a sales call. And you’re like.
177 00:21:21.780 ⇒ 00:21:24.450 Nick Trimmer: you know, I think that there’s some Alpha here for for whatever.
178 00:21:24.450 ⇒ 00:21:25.530 Uttam Kumaran: Yeah, yeah.
179 00:21:25.790 ⇒ 00:21:33.300 Nick Trimmer: To give you an example, because I think this can sometimes help. I, 1 of my clients is a an angel investor.
180 00:21:33.300 ⇒ 00:21:58.319 Nick Trimmer: and he likes to talk. You know. His is also a bit of a mix he likes to talk about kind of his personal experiences. So here’s you know some of my experience. Let me tell you about a story about my past when I was a founder. Let me tell you a story about some of these conversations I have with my portfolio founders. Now that I’m angel investor. He does that kind of more soft side entertainment content, and then he’ll also do you know.
181 00:21:58.350 ⇒ 00:22:07.119 Nick Trimmer: let me tell you about he’ll he’ll write a post like he’ll he’ll he and I will work on a post together, and it’s like, let me tell you, the sort of brass tacks of
182 00:22:07.260 ⇒ 00:22:11.869 Nick Trimmer: issuing advisory shares. And here’s the specific
183 00:22:12.284 ⇒ 00:22:21.680 Nick Trimmer: document, the kind of agreement that you would use to issue advisory shares. And here’s a recommended band of a certain percentage to allocate to advisors to your founder.
184 00:22:21.800 ⇒ 00:22:22.780 Nick Trimmer: So
185 00:22:23.449 ⇒ 00:22:33.290 Nick Trimmer: for the entertainment side of things sort of, you know, touchy, feely, more more personable side of things. He sent me a text before this call. He was like, Hey, I just got off
186 00:22:33.680 ⇒ 00:22:36.589 Nick Trimmer: like. I was just talking to a founder who
187 00:22:36.680 ⇒ 00:22:43.440 Nick Trimmer: who recently had to like, shut down his company, and that gave me an idea for a post. And the post idea is like.
188 00:22:43.610 ⇒ 00:23:02.919 Nick Trimmer: you only need one win. Basically, if you’re an investor like you are guaranteed to be writing off a number of these investments, because stuff will inevitably go to 0. And like I, he was telling me. You know, I want to share a few of the details of this conversation I had with the founder, and and my advice to people who are in a similar position.
189 00:23:03.360 ⇒ 00:23:08.880 Nick Trimmer: So even little stuff like that, if you have those interactions throughout the day, or if you have something that you think
190 00:23:09.425 ⇒ 00:23:12.579 Nick Trimmer: is either important to share, that people might find valuable.
191 00:23:12.810 ⇒ 00:23:32.959 Nick Trimmer: Just, you know. Write something quick from from your perspective, and you can fire that off, and that can be a couple paragraphs, couple sentences, but it gives you the more. You sort of interact in that way, you you treat social media as something truly social. You’ll begin to get a better feel for what works, what doesn’t. What people like, what kind of thing is
192 00:23:33.050 ⇒ 00:23:37.009 Nick Trimmer: purely entertainment versus what kind of thing is purely substantive?
193 00:23:37.690 ⇒ 00:24:06.200 Uttam Kumaran: Yeah, I think. You know what? What we arrived on on the content side is basically, it’s like, I think I’m doing it more ad hoc, and it’s it’s performing well. But on my side I want to get more consistent. But then also we have 2 other folks like Nico, and we have one other person on the team, Miguel. They both run data and like AI like the actual like practice. So I’m basically like, you guys have to start posting, too. Because we just have to stack the deck
194 00:24:06.665 ⇒ 00:24:23.429 Uttam Kumaran: and and being like kind of like leading that area, I’m also like, we need to enforce some level of like content consistency. So kind of like the stuff I did last month, I think, perform really well. And then basically finding out. Okay, cost us 3. Can we each
195 00:24:23.690 ⇒ 00:24:31.319 Uttam Kumaran: like, maybe we just have a meeting or something every week. And we just rip post or we plan something and hand it to Ryan to schedule later. But.
196 00:24:32.050 ⇒ 00:24:45.450 Uttam Kumaran: If we all repost, and then add our commentary on top of something I think it’ll really accelerate. And that’s also thing. I don’t see a lot of other companies doing is they don’t. I feel like they really just don’t leverage the people in the company to to do this stuff which.
197 00:24:45.450 ⇒ 00:24:46.120 Nick Trimmer: Absolutely.
198 00:24:46.120 ⇒ 00:25:08.080 Uttam Kumaran: I’m like, this is a purely like a volume game. You have other leaders in your company. But the problem is is that for me. This has been like pulling teeth in some way. I can’t imagine how it is for other folks who they’re just like, you know, doing their job, which is already really hard enough to say, Do this. So we kind of trying to find this balance, which is like.
199 00:25:08.090 ⇒ 00:25:12.440 Uttam Kumaran: can I give? Like, okay, Tuesdays. Everybody else has to post.
200 00:25:12.580 ⇒ 00:25:17.590 Uttam Kumaran: You just need to write like 5 lines and go. So I’m trying to find that ballot because I can sit in like
201 00:25:18.000 ⇒ 00:25:22.429 Uttam Kumaran: and do something, but it’s hard if everybody is doing a ton of stuff, you know, so.
202 00:25:23.110 ⇒ 00:25:26.349 Nick Trimmer: Yeah, you’re totally right. And that that’s a really
203 00:25:26.780 ⇒ 00:25:36.650 Nick Trimmer: good way to think about it. And you’re correct in that. Not many companies are actually doing this to great effect. As you were explaining this, there was really only one that came to mind for me, and that’s beehive.
204 00:25:36.650 ⇒ 00:25:37.170 Uttam Kumaran: Behive. Yeah.
205 00:25:37.533 ⇒ 00:25:44.806 Nick Trimmer: And you’ve you’ve probably seen what they do, especially on their their tactic has worked especially well on Twitter
206 00:25:45.530 ⇒ 00:26:05.999 Nick Trimmer: And I think that’s where they’ve really built a great organic niche for themselves. But you know, for Ryan, for Ryan and Nico for your context. What beehive does is like, there, you guys, I’m sure you’re familiar with the platform because you guys use it on social media and and on Twitter. Specifically.
207 00:26:06.110 ⇒ 00:26:27.932 Nick Trimmer: whenever someone tags beehive. A bunch of beehive employees will then go in and engage with that person’s post. So someone says, like, you know, they tweet out. You know, I recently switched from Convertkit to Beehive. It’s going really well. I love these features like they’ll have 5 behive employees, including the founder. The founder is a monster on Twitter
208 00:26:28.650 ⇒ 00:26:40.340 Nick Trimmer: going in and either reposting or liking, or getting in the comments. And of course that’s not something that you guys don’t need to go that far. But the idea really is that there is this appearance of ubiquity
209 00:26:40.370 ⇒ 00:26:50.399 Nick Trimmer: that occurs when several employees are engaged online as sort of representatives of the brand. And it actually doesn’t take that much. So I think that
210 00:26:50.430 ⇒ 00:26:56.491 Nick Trimmer: what you guys are talking about is a really effective and efficient 1st step to just
211 00:26:57.320 ⇒ 00:27:01.900 Nick Trimmer: to begin working towards that ubiquity, especially Tom, as you, as you described to me, that
212 00:27:01.940 ⇒ 00:27:11.110 Nick Trimmer: you know this industry is relatively old. It’s relatively like old by age. By average age. Relatively tight knit, and most.
213 00:27:11.541 ⇒ 00:27:15.420 Uttam Kumaran: Like. There’s not innovative in social on this, and.
214 00:27:15.420 ⇒ 00:27:15.940 Nick Trimmer: Yeah, yeah.
215 00:27:15.940 ⇒ 00:27:20.280 Uttam Kumaran: I can let Ryan speak to that, too, because he’s now I feel like for him. He’s
216 00:27:20.310 ⇒ 00:27:42.769 Uttam Kumaran: he’s now seeing this industry, and I would say like, I’ve given him all the Major and I did exactly what you said, which is like, find all the influencers and kind of find all the people that are getting good performance and we’re mapped. We’ve matched them with volume and and like the like, the quality of our posts already. I think that’s why I’m like, Okay, we’re at least in line with them.
217 00:27:43.550 ⇒ 00:27:47.060 Uttam Kumaran: Because there’s nothing that they’re posting that we aren’t. And again, the one thing that I think.
218 00:27:47.400 ⇒ 00:27:52.599 Uttam Kumaran: and I I credit this, that like AI really being available is, I record like these in depth
219 00:27:52.770 ⇒ 00:27:59.830 Uttam Kumaran: like content, like, really like technically rich, like transcripts of me just talking to AI. And then I.
220 00:27:59.830 ⇒ 00:28:00.250 Nick Trimmer: Yeah, yeah.
221 00:28:00.250 ⇒ 00:28:19.129 Uttam Kumaran: Trying to basically transpose. So they’re rooted in really great source material. And then Brian has, like a slew of AI tools that we use to basically split it up and iterate on it. And that’s helped a lot, because I’ll talk really in depth for, like 5 or 6 min about like an engagement we did, or something, and then
222 00:28:19.130 ⇒ 00:28:33.010 Uttam Kumaran: there’s just so many industry, niche words and keywords and things like. Only if you worked in it, you would know. And then we like, we just released something on podcast analytics. Today, nobody, not many people have done podcast related data, around.
223 00:28:33.280 ⇒ 00:28:34.070 Uttam Kumaran: like
224 00:28:34.310 ⇒ 00:28:48.229 Uttam Kumaran: but one of the things. I did that when we, I was working at athletic greens manage a lot of their podcast analytics data. So I want to talk about how yeah, we’re, there’s a company that’s spending millions on podcasts. And they’re running out of a spreadsheet on out of Google sheet.
225 00:28:48.330 ⇒ 00:28:53.479 Uttam Kumaran: They have no idea like how much they’re spending. They’re sending Rogan like hundreds and hundreds of thousands of dollars a month.
226 00:28:53.480 ⇒ 00:28:54.100 Nick Trimmer: Yeah, yeah.
227 00:28:54.100 ⇒ 00:29:12.870 Uttam Kumaran: You know. And they’re they have like 50 people in this Google Sheet. And they had no idea how much they were spending. And I was like, okay, that’s like a super that’s like, nobody’s probably done that. There’s only a couple of companies that are spending a podcast of that size that have had that problem. But also podcast analytics is like a sexy thing, because people want to start to tap into podcasts. So but it’s.
228 00:29:12.870 ⇒ 00:29:13.390 Nick Trimmer: Yeah. Totally.
229 00:29:13.390 ⇒ 00:29:15.580 Uttam Kumaran: Resource material. And then we can kind of like
230 00:29:15.690 ⇒ 00:29:17.190 Uttam Kumaran: split it up. Yeah.
231 00:29:17.190 ⇒ 00:29:17.980 Nick Trimmer: Yeah, yeah.
232 00:29:18.100 ⇒ 00:29:19.960 Nick Trimmer: no, absolutely. And that’s.
233 00:29:19.960 ⇒ 00:29:34.270 Uttam Kumaran: Yeah, yeah, no. The other thing I was gonna say is, maybe the I want to kind of think of like something in between. I think, beehive. They’re probably like Yo, this is working. It’s a requirement for everybody to do this. We have other problems we’re dealing with that aren’t social.
234 00:29:34.270 ⇒ 00:29:36.029 Nick Trimmer: You guys have more important things at this stage.
235 00:29:36.030 ⇒ 00:29:43.149 Uttam Kumaran: It’s not even more important. Everything’s important. So I’m trying to think, do you have any like even just like tactical ideas about like.
236 00:29:43.200 ⇒ 00:29:51.390 Uttam Kumaran: should we just meet for like 15 min twice a week, and be like this is like post on Linkedin 15 min.
237 00:29:51.390 ⇒ 00:29:52.480 Nick Trimmer: Think it’s better done.
238 00:29:52.480 ⇒ 00:29:53.390 Uttam Kumaran: Because.
239 00:29:53.390 ⇒ 00:29:54.260 Nick Trimmer: Yeah.
240 00:29:54.260 ⇒ 00:30:02.089 Uttam Kumaran: I don’t like. I’m on there all day, but I’m like the way I’m living now is not the way I want anybody. The company to be living.
241 00:30:02.430 ⇒ 00:30:02.850 Nick Trimmer: Yeah, yeah.
242 00:30:02.850 ⇒ 00:30:06.299 Uttam Kumaran: Can’t. I don’t wanna like, have people on social media all day.
243 00:30:06.300 ⇒ 00:30:06.980 Nick Trimmer: Yeah.
244 00:30:06.980 ⇒ 00:30:14.930 Uttam Kumaran: It’s really hard to have self control. So instead, I’m trying to think of like whether we should do this once a week, or I don’t know something like that.
245 00:30:15.890 ⇒ 00:30:26.259 Nick Trimmer: So IA couple of different ideas come to mind. I think the meeting is not. Gonna be that productive anything that is anything that is sort of
246 00:30:26.610 ⇒ 00:30:30.680 Nick Trimmer: semi creative, you know. Any kind of writing takes like some
247 00:30:30.780 ⇒ 00:30:35.340 Nick Trimmer: sort of thought and creativity, and like this is not the kind of thing like
248 00:30:35.540 ⇒ 00:30:55.590 Nick Trimmer: it’s not going to be a sort of it’s not going to be 4 different social media posts by consensus. I think your approach of like taking the. You know Ryan is the person who is in charge of the content pillar, broadly speaking, and he he and his writing are sort of the foundation to this entire thing, I think, taking
249 00:30:56.909 ⇒ 00:31:00.410 Nick Trimmer: his writing as a sort of cue, or prompt
250 00:31:00.460 ⇒ 00:31:07.659 Nick Trimmer: to what everyone else writes about is a really efficient way to go. So maybe one of the things you could do is like
251 00:31:08.390 ⇒ 00:31:17.810 Nick Trimmer: set up some sort of like, either weekly prompt for yourself, or something automated in slack
252 00:31:17.900 ⇒ 00:31:20.127 Nick Trimmer: where you take
253 00:31:21.920 ⇒ 00:31:33.819 Nick Trimmer: Let’s say, let’s say you’re just starting like I would start super easy kind of like what you were thinking of. Just take one of the brain forge posts that’s already live and have a bunch of people like quote quote post it
254 00:31:34.134 ⇒ 00:31:54.240 Nick Trimmer: that way, because, you know, coming up with your own stuff until you’ve been doing it for a while is excruciating. It’s it’s horrific, and I totally get it so you could set up basically a weekly prompt, an automated slack message or something like that, where, like every you know, let’s say, every month, Sunday, every Monday. Something along those lines
255 00:31:55.010 ⇒ 00:32:00.800 Nick Trimmer: someone in the slack channel like Ryan in the slack channel sends, you know. Here’s 1 of the posts that’s going out this week.
256 00:32:01.468 ⇒ 00:32:04.060 Nick Trimmer: And here’s a question prompt
257 00:32:04.360 ⇒ 00:32:12.350 Nick Trimmer: for you to respond to in the context of this post. So, for example, I’m jumping over to Brain Forge’s content feed
258 00:32:12.755 ⇒ 00:32:17.504 Nick Trimmer: and if I’m looking at I’m gonna scroll back down to like that.
259 00:32:19.547 ⇒ 00:32:22.759 Nick Trimmer: Wanna scroll back down to like that vitaco post.
260 00:32:26.160 ⇒ 00:32:28.500 Nick Trimmer: totally hold on. I think I passed it.
261 00:32:28.550 ⇒ 00:32:32.589 Nick Trimmer: The idea would be like with that vitacoco post.
262 00:32:34.860 ⇒ 00:32:36.290 Nick Trimmer: you
263 00:32:37.070 ⇒ 00:32:39.045 Nick Trimmer: here it is perfect.
264 00:32:40.250 ⇒ 00:32:43.760 Nick Trimmer: You go to the the question prompt is like.
265 00:32:44.360 ⇒ 00:32:46.790 Nick Trimmer: how do stock outs
266 00:32:47.620 ⇒ 00:32:49.920 Nick Trimmer: impact your
267 00:32:50.220 ⇒ 00:32:54.810 Nick Trimmer: business line, or like when you and your specific role, when you’re working with a client.
268 00:32:54.870 ⇒ 00:33:08.169 Nick Trimmer: what’s your perspective on stock outs and like, how do stock outs affect your side of the value that you provide for clients and and basically what it allows you to do. The the purpose of the question is to
269 00:33:08.430 ⇒ 00:33:10.200 Nick Trimmer: get people to take
270 00:33:10.720 ⇒ 00:33:19.030 Nick Trimmer: the topic that’s being discussed and just add their own perspective, based on the work they do on a day to day basis. You’re all talking about the same thing.
271 00:33:20.190 ⇒ 00:33:22.140 Nick Trimmer: but what makes it easy is like
272 00:33:22.470 ⇒ 00:33:38.851 Nick Trimmer: what you know. The question is, what do you, Nico, believe? From the sort of project management, perspective is either most important, most impactful, or highest risk associated with stock outs and client engagements, and from your like, from project management, perspective, you might be talking about.
273 00:33:39.510 ⇒ 00:33:42.470 Nick Trimmer: I can’t even. I’m so far removed from that.
274 00:33:42.470 ⇒ 00:33:42.830 Uttam Kumaran: I.
275 00:33:42.830 ⇒ 00:33:44.389 Nick Trimmer: We’ll be talking about like you.
276 00:33:44.390 ⇒ 00:33:44.839 Nicolas Sucari: Oh, but it’.
277 00:33:45.449 ⇒ 00:33:47.280 Uttam Kumaran: Understand? Yeah, yeah.
278 00:33:47.500 ⇒ 00:33:48.250 Uttam Kumaran: yeah, and.
279 00:33:48.250 ⇒ 00:33:48.640 Nick Trimmer: Yeah.
280 00:33:48.640 ⇒ 00:33:53.020 Nicolas Sucari: Yeah, I think it’s cool. And and that’s kind of easy. Because, yeah, I was trying like to figure out.
281 00:33:53.220 ⇒ 00:34:07.109 Nicolas Sucari: what is that I can comment about on each of the posts. I’m reposting everything, obviously, that that we publish as as a company on the Brainforge page. But I was having a hard time like trying to
282 00:34:07.577 ⇒ 00:34:16.419 Nicolas Sucari: go on top of that and add some message or add some comments. But yeah, I think that question prompt, I think is, is kind of cool.
283 00:34:16.420 ⇒ 00:34:17.340 Uttam Kumaran: Perfect idea.
284 00:34:17.340 ⇒ 00:34:18.119 Nicolas Sucari: Great idea. Yeah.
285 00:34:18.120 ⇒ 00:34:20.560 Uttam Kumaran: I think what Ryan, what we could do is like
286 00:34:20.760 ⇒ 00:34:30.649 Uttam Kumaran: for one of the posts every week, and I don’t know you could pick. I don’t know whatever it’s Tuesday or Thursday. You could just say, like, you want me, Nico and Miguel, to basically
287 00:34:30.780 ⇒ 00:34:45.670 Uttam Kumaran: reply, here’s like 2 questions or 3 questions, reply to one of them, and then Ryan already has our account. So I’ll be like just post just repost it with the thing. Because I want to make it like ex so easy for everybody.
288 00:34:45.926 ⇒ 00:35:07.229 Uttam Kumaran: That if it’s like, hey, just reply in the slack thread with what you would write, and I’ll take it, and I’ll repost it for you. I think that’s like the most seamless process like for me. I’m on Linkedin all day, so I can just go write it there. But we’re gonna not only have Miguel and Nico. We’re gonna have people on the sales. We’re gonna have other people that I want to boost this sort of stuff like, what is
289 00:35:07.570 ⇒ 00:35:11.590 Uttam Kumaran: perspective on this? What is like another perspective on this right.
290 00:35:11.590 ⇒ 00:35:12.330 Nick Trimmer: Yeah, yeah.
291 00:35:12.330 ⇒ 00:35:13.890 Uttam Kumaran: I think doing this in slack
292 00:35:14.450 ⇒ 00:35:18.855 Uttam Kumaran: is probably the best way. So maybe, Ryan, we can plan something like that.
293 00:35:19.170 ⇒ 00:35:29.149 Nick Trimmer: And there’s something different, like social media. It’s just really intimidating, like the ux is built to be distracting.
294 00:35:29.150 ⇒ 00:35:42.979 Uttam Kumaran: I’m now so desperate for this company to work that I’ll do whatever it takes. But that’s not how everybody feels, because I’ve been doing this now for like more than a year that I’m like, I’ll I’ll do whatever so.
295 00:35:42.980 ⇒ 00:35:43.650 Nick Trimmer: Yeah, yeah.
296 00:35:43.650 ⇒ 00:35:53.730 Uttam Kumaran: Okay. It took me so long to get to that point, and I mean, it knows like, when we were initially talking, I was really even nervous, but a lot of that stuff. So I know what
297 00:35:53.860 ⇒ 00:36:01.129 Uttam Kumaran: people have preconceptions. So I want to eliminate just like you said, like their interface with the app, looking at.
298 00:36:01.130 ⇒ 00:36:02.290 Nick Trimmer: Exactly, have them right?
299 00:36:02.290 ⇒ 00:36:03.530 Uttam Kumaran: Eliminate all that.
300 00:36:03.550 ⇒ 00:36:10.630 Uttam Kumaran: I wanna eliminate all that nervousness and basically being like Ryan, here’s what I think. I here’s what my perspective is.
301 00:36:11.060 ⇒ 00:36:11.870 Nick Trimmer: Yeah, yeah.
302 00:36:12.050 ⇒ 00:36:13.900 Uttam Kumaran: Send it. Ship it, you know.
303 00:36:13.900 ⇒ 00:36:18.480 Nick Trimmer: Yeah, exactly. Exactly. If you’re not even touching Linkedin as a platform.
304 00:36:18.510 ⇒ 00:36:32.190 Nick Trimmer: you’re not. There’s no stage fright, because, like a lot of people, everyone does this, they put pressure on themselves like, is this gonna perform? Well, if it’s just literally like, I’m answering a question in slack, then it helps create a layer of removal.
305 00:36:32.671 ⇒ 00:36:36.870 Nick Trimmer: It. It helps sort of abstract the purpose of the task.
306 00:36:36.950 ⇒ 00:36:41.359 Nick Trimmer: and and lets you just kind of focus on answering a question. And that’s like, that’s so easy.
307 00:36:42.190 ⇒ 00:36:42.940 Uttam Kumaran: Cool.
308 00:36:43.570 ⇒ 00:36:44.900 Uttam Kumaran: Okay. Great.
309 00:36:46.033 ⇒ 00:37:01.070 Nick Trimmer: So I’ve got basically the the other things I have prepared. And then I assume you’ve got some stuff as well, and you tell me the order in which you want to do this. The only thing I think that I haven’t shared is just the side by side of 2 post examples, where I think.
310 00:37:01.070 ⇒ 00:37:01.750 Uttam Kumaran: Let’s go through that.
311 00:37:02.171 ⇒ 00:37:11.858 Nick Trimmer: Okay, cool. So the the 2 examples that I have. And again, both are well written. I just want to point out specifically,
312 00:37:12.850 ⇒ 00:37:20.489 Nick Trimmer: what was done really well, and what from that thing that was done well could be applied to this other one. So the things that I have side by side and let me like
313 00:37:20.790 ⇒ 00:37:22.050 Nick Trimmer: lump both up.
314 00:37:23.090 ⇒ 00:37:30.239 Nick Trimmer: I don’t know what I did. I feel like I lost this. I can just pull them from the the swipe file, if I need to. I was trying to
315 00:37:30.840 ⇒ 00:37:33.189 Nick Trimmer: go directly into like the brain forge page.
316 00:37:34.810 ⇒ 00:37:36.890 Nick Trimmer: What the hell’s wrong with me? Let me see
317 00:37:38.780 ⇒ 00:37:41.562 Nick Trimmer: here it is. Okay. That was weird.
318 00:37:43.020 ⇒ 00:37:44.120 Nick Trimmer: great.
319 00:37:44.240 ⇒ 00:37:45.280 Nick Trimmer: So
320 00:37:45.740 ⇒ 00:38:00.569 Nick Trimmer: the 1st post is from 5 days ago. It is in the swipe file as well, the the header of the or the hook statement is AI is transforming business intelligence faster than we expected. This one’s from 5 days ago.
321 00:38:02.820 ⇒ 00:38:03.440 Uttam Kumaran: Okay.
322 00:38:04.320 ⇒ 00:38:12.050 Nick Trimmer: Perfect and then the second one is actually that vitaco one I like that one a lot, and I think there are a lot of like lessons to pull from there.
323 00:38:16.370 ⇒ 00:38:20.849 Nick Trimmer: Alright. Are you guys following along? Would you like me to share my screen or.
324 00:38:21.166 ⇒ 00:38:23.699 Uttam Kumaran: Think that’d just be easiest, because no share.
325 00:38:23.700 ⇒ 00:38:24.420 Nick Trimmer: Yeah. Totally.
326 00:38:24.420 ⇒ 00:38:25.280 Uttam Kumaran: Hard to follow.
327 00:38:25.280 ⇒ 00:38:27.330 Nick Trimmer: Yeah, absolutely. Absolutely.
328 00:38:31.370 ⇒ 00:38:33.339 Nick Trimmer: I’m just gonna do entire screen here.
329 00:38:39.300 ⇒ 00:38:41.109 Nick Trimmer: Cool. Okay.
330 00:38:43.620 ⇒ 00:38:46.449 Nick Trimmer: perfect. Do you see this this side by side, right here.
331 00:38:46.450 ⇒ 00:38:47.900 Uttam Kumaran: Yes. Oh, great. Okay.
332 00:38:47.900 ⇒ 00:38:48.650 Nick Trimmer: Awesome.
333 00:38:49.400 ⇒ 00:39:00.480 Nick Trimmer: beautiful. Okay, let me get this out of my way. Great. So vitaco on the right, and then business intelligence on the left here. So
334 00:39:01.052 ⇒ 00:39:05.479 Nick Trimmer: I shouldn’t have expanded these. Actually, I wanna start with
335 00:39:06.680 ⇒ 00:39:07.720 Nick Trimmer: this.
336 00:39:10.800 ⇒ 00:39:12.289 Nick Trimmer: See if it’ll let me do this.
337 00:39:15.690 ⇒ 00:39:16.810 Nick Trimmer: Sorry about this.
338 00:39:17.520 ⇒ 00:39:20.592 Nick Trimmer: Yeah, this is what I want to start with. Okay,
339 00:39:22.180 ⇒ 00:39:32.040 Nick Trimmer: So 1st one on the left here. About general business intelligence. This is also a carousel post. So it’s a great one to sort of compare side by side.
340 00:39:33.730 ⇒ 00:39:45.879 Nick Trimmer: 1st thing is done. Well, I’ll say, is the hook statement is kind of like this leading statement. So it’s well structured. Ai is transform transforming business intelligence faster than expected.
341 00:39:46.201 ⇒ 00:39:52.430 Nick Trimmer: Few companies know the exact steps to make it work. I I think that there’s room for improvement, and that
342 00:39:52.690 ⇒ 00:40:07.160 Nick Trimmer: it by essentially making the hook a little bit more leading. Something that I mentioned before. And you can see here on the right empty shelves or stock outs aren’t just an inconvenience. They’re killing your retail business. I think that makes it.
343 00:40:07.478 ⇒ 00:40:12.569 Uttam Kumaran: The reader. Yeah, okay, makes a lot of sense. I mean, that’s a that’s a great.
344 00:40:12.590 ⇒ 00:40:14.419 Uttam Kumaran: That’s a great piece of feedback.
345 00:40:15.010 ⇒ 00:40:27.389 Nick Trimmer: Yeah. And you know, we’re just talking about refinement. Here, I’m like, I’m really just pointing out some of the small structural stuff, because, like you’ve already hit a level of excellence that clearly surpasses. I think most other people in your industry. This is just how
346 00:40:27.470 ⇒ 00:40:49.229 Nick Trimmer: what I’m speaking to now is basically how to work the platform and work the algorithm. That’s that’s really all you’re trying to do. So that’s a really good example. My favorite comparison. That was sort of told to me several years ago was that the hook statement basically serves as clickbait that delivers. So you want to be a little
347 00:40:49.470 ⇒ 00:40:52.720 Nick Trimmer: a little over the top. You want to be a little bit dramatic.
348 00:40:53.121 ⇒ 00:40:58.188 Nick Trimmer: But you don’t want it to be a flat out live. So, for example,
349 00:40:58.950 ⇒ 00:41:07.139 Nick Trimmer: stock outs can kill your retail business. That’s a little dramatic, but it’s true. Now, if you were to say
350 00:41:08.280 ⇒ 00:41:33.629 Nick Trimmer: you know this stock outs stock outs will kill you, or like they are the most dangerous thing to your business, no matter what industry you work in, or you know you go full on like Youtube schizo. And you’re like this is, this is the one thing that’s killing you, your business and your family like it’s it’s that’s way over the top. But just I that’s why I was looking at this Vitaco post is that’s a great example of just kind of telling that line.
351 00:41:35.340 ⇒ 00:41:39.760 Nick Trimmer: I’m almost afraid to refresh again, but I do want to see kind of how it looks above the fold.
352 00:41:40.667 ⇒ 00:41:46.609 Nick Trimmer: Because this is an another important consideration. And and I’m sure something, Ryan, that you’re already familiar with is just
353 00:41:47.355 ⇒ 00:41:50.759 Nick Trimmer: the present you I always think about how
354 00:41:51.020 ⇒ 00:41:58.929 Nick Trimmer: the post looks on the timeline of the person following you? And so the 1st thing that they’re gonna see in your
355 00:41:59.240 ⇒ 00:42:05.099 Nick Trimmer: 1st priority when you’re writing a post is, what do you need to say to get someone to click that more button
356 00:42:05.585 ⇒ 00:42:15.280 Nick Trimmer: and that’s really the most important thing. That’s why I say, you know, make sure it sort of speaks directly to the reader, and make sure that it appears as if it’s leading somewhere.
357 00:42:15.290 ⇒ 00:42:26.329 Nick Trimmer: Couple tricks. I’ll do, and I abuse the shit out of these honestly, so use them at your own discretion. I will use either dot.at the end of the sentence, or, if I’m sort of teeing something up. I’ll use a colon.
358 00:42:26.400 ⇒ 00:42:27.265 Nick Trimmer: so
359 00:42:29.559 ⇒ 00:42:32.949 Nick Trimmer: I had an example. I’ll put up in a second.
360 00:42:32.950 ⇒ 00:42:38.330 Uttam Kumaran: Like here, here’s like, here’s like a list of things, or here’s like one way that you can help call in something like that.
361 00:42:38.600 ⇒ 00:42:43.740 Nick Trimmer: Yeah, yeah, kind of like that. So I wrote, I actually wrote one for
362 00:42:44.405 ⇒ 00:42:46.220 Nick Trimmer: assemble testing here.
363 00:42:49.140 ⇒ 00:42:51.169 Nick Trimmer: we’ll click in right here.
364 00:42:54.040 ⇒ 00:43:09.289 Nick Trimmer: Oh, this isn’t even the assemble! All right. I’ll go back to assembled testing one but as an example assembled, testing assembled recently provide approved that they could use Llms like Chat Gpt to improve the testing cycle for their engineering team. Here’s how you can copy their process.
365 00:43:10.087 ⇒ 00:43:12.060 Nick Trimmer: Something like that. And then, Colon.
366 00:43:12.270 ⇒ 00:43:24.130 Nick Trimmer: very direct. It gets right to the point. It sort of teases the most important pieces of information without actually revealing everything that’s going to be in the post. Okay.
367 00:43:25.040 ⇒ 00:43:40.629 Nick Trimmer: awesome. So we scroll down here. I’m looking on the left now. So this is past the hook. Someone’s clicked. Read more. Next thing you want to do is sort of after they’ve clicked more, you want to pull them in a little bit more. So we’re talking about. Let’s simplify. Here’s a framework.
368 00:43:41.338 ⇒ 00:43:44.619 Nick Trimmer: How AI and data Linux are pushing boundaries of Bi.
369 00:43:45.930 ⇒ 00:43:49.170 Nick Trimmer: each part builds upon the last. Are you ready?
370 00:43:49.582 ⇒ 00:44:04.400 Nick Trimmer: This is good. I I like this. I would refer to this as sort of a transitionary statement to basically connect the hook statement to the main information in the body, and that connection is kind of important. You know, readers need to be kind of.
371 00:44:04.850 ⇒ 00:44:17.599 Nick Trimmer: They always need to be told what they’re about to be told, and so that handholding is helpful. But the key is to sort of make those transition sort of statements as lean as possible, because they people lose interest quickly.
372 00:44:17.730 ⇒ 00:44:40.409 Nick Trimmer: So the space on this left post the spacing is fantastic, I think, keeping everything relatively choppy is good for the reader. I’d say you can just condense this. And then finally, as I go down to the body, step one step, 2, step 3. My primary sort of piece of feedback associated with this is that it just goes a little too broad.
373 00:44:40.977 ⇒ 00:44:45.872 Nick Trimmer: These these are statements, I think, that are sort of known knowns.
374 00:44:46.480 ⇒ 00:44:46.680 Uttam Kumaran: And.
375 00:44:46.680 ⇒ 00:44:53.449 Nick Trimmer: So if this came, for example, from your account, Tom, this would be completely sort of
376 00:44:53.640 ⇒ 00:45:04.469 Nick Trimmer: lost in the mix. It’s it’s a bit it’s a bit general, and it’s something to be expected from a brand account. So this actually doesn’t furnish
377 00:45:05.018 ⇒ 00:45:10.990 Nick Trimmer: sort of brand equity or the relationship with the client. It’s just that like they’re gonna skip over that immediately.
378 00:45:11.357 ⇒ 00:45:18.190 Nick Trimmer: And it’s it’s because, like the way that I characterize social media. And it started off with Twitter. But I I might like.
379 00:45:18.520 ⇒ 00:45:21.909 Nick Trimmer: I think it’s increasingly becoming this way on Linkedin, too, is that
380 00:45:22.780 ⇒ 00:45:33.199 Nick Trimmer: business professionals follow other people in their industry. And they follow people who sort of work in their areas of interest because they’re looking for secrets.
381 00:45:33.240 ⇒ 00:45:42.989 Nick Trimmer: Everyone is essentially digging for the information that they’re not going to find it, be able to find anywhere else. It’s what made Twitter like a really great platform for a long time. You would basically hear.
382 00:45:43.000 ⇒ 00:45:55.790 Nick Trimmer: you know, the hour to hour, minute to minute perspectives of some of the largest people within your industry. You want to sort of like breadcrumb that and this is a good example of a context in which, like.
383 00:45:56.300 ⇒ 00:46:02.650 Nick Trimmer: that’s the kind of content that you post more often directly on your account with Thomas sort of the voice of authority, but.
384 00:46:02.650 ⇒ 00:46:02.970 Uttam Kumaran: Yeah.
385 00:46:02.970 ⇒ 00:46:14.139 Nick Trimmer: At the end of the day. Whatever someone is reading, they’re looking for secrets. They’re looking for information that’s going to help them get ahead. They’re looking to either be entertained or they’re looking to gain an advantage.
386 00:46:14.426 ⇒ 00:46:18.440 Nick Trimmer: And if it doesn’t do at least one of those things they’re gonna skip over it immediately.
387 00:46:19.102 ⇒ 00:46:21.280 Nick Trimmer: And so this is an example of like.
388 00:46:21.340 ⇒ 00:46:28.969 Nick Trimmer: It is a good step by step process it just. There’s no one specifically that it speaks to it essentially, speaks to too many people.
389 00:46:29.430 ⇒ 00:46:30.010 Uttam Kumaran: Yeah.
390 00:46:30.470 ⇒ 00:46:31.180 Nick Trimmer: Does that make sense for them?
391 00:46:31.180 ⇒ 00:46:32.999 Uttam Kumaran: So what do you think about the length
392 00:46:33.490 ⇒ 00:46:34.040 Uttam Kumaran: like.
393 00:46:34.318 ⇒ 00:46:42.681 Nick Trimmer: I think the length is solid and actually this was something. This was sort of a few notes or some commentary. I wrote to myself before this call is
394 00:46:43.010 ⇒ 00:46:46.400 Nick Trimmer: There are other posts, and I think this might be one of them.
395 00:46:46.520 ⇒ 00:46:48.779 Nick Trimmer: This one is solid, like the
396 00:46:49.290 ⇒ 00:46:54.010 Nick Trimmer: I think that you can overcome any length with proper sort of
397 00:46:55.080 ⇒ 00:46:56.660 Nick Trimmer: structure management.
398 00:46:56.967 ⇒ 00:47:03.659 Nick Trimmer: I think that like and this is stuff that I used to try to do a lot when I was like hacking through twitter threads.
399 00:47:04.940 ⇒ 00:47:08.520 Nick Trimmer: But like twitter threads are a good example of like you can trick people to read
400 00:47:08.830 ⇒ 00:47:11.820 Nick Trimmer: hundreds of words over like a 10 min thread.
401 00:47:12.139 ⇒ 00:47:29.790 Nick Trimmer: All you have to do is sort of your way through it by way of spacing and structure, and this post on the left is a really good job. I like the use of bolding. I like the use of sort of section breaking and bullet points. I do that a lot, even in sort of like the personal anecdotes and story posts. I do that a lot.
402 00:47:30.211 ⇒ 00:47:32.599 Nick Trimmer: So this is really easy to read
403 00:47:34.240 ⇒ 00:47:52.720 Nick Trimmer: and it’s even easier to skim, which I think is is very useful in this kind of thing. So as you’re writing this. And it’s clear that, like you guys do a bit of this already. Just make note of like where your eyes are drawn to and how, where where you go when you try to skim it. If that makes sense.
404 00:47:52.720 ⇒ 00:47:53.140 Uttam Kumaran: Yeah.
405 00:47:53.140 ⇒ 00:48:03.279 Nick Trimmer: It’s really easy for me to. For example, I’ll read the hook. I’ll click, read more. I’ll say I’ll read. Here’s the framework you can implement. Today, I’m just gonna jump down. And I see.
406 00:48:03.280 ⇒ 00:48:03.610 Uttam Kumaran: There you go!
407 00:48:03.610 ⇒ 00:48:18.969 Nick Trimmer: 1st thing that catches my step one, I’ll read the sub header, and then, if the sub header is sort of compelling enough for me. Then I’ll take the time to actually read it. If it’s not. If I understand that AI needs data that’s clean, I’m just gonna skip. I’m going to jump to step 2.
408 00:48:20.270 ⇒ 00:48:38.090 Nick Trimmer: pattern recognition sounds interesting. That’s something that I’m not well versed on when it comes to using AI tools. So I’m going to jump in here. But like I’m just making note of that, I think structurally, it’s really well done. I think spacing is great. Anytime you can use bolding or caps, lock or numbers, or bullets to
409 00:48:38.090 ⇒ 00:48:51.479 Nick Trimmer: clean up the structure a bit and make it easier to skim, is something that’s just going to do. You favors down the road with all the content and same here as well. I mean, there’s no use of bolding. But this is honestly like really similar to the way that I write
410 00:48:51.600 ⇒ 00:48:54.639 Nick Trimmer: this viticoco post is really similar to the way that I will write stuff.
411 00:48:55.406 ⇒ 00:48:56.720 Nick Trimmer: The only
412 00:48:57.210 ⇒ 00:49:17.280 Nick Trimmer: suggestions I might have for other things to consider. And again, this is actually more of a brand decision. Is that some brands or some individuals who use emojis? I understand why you wouldn’t want to use that on the brand side. Totally fair. But that is an option. Emojis are fantastic for basically drawing eyes, and sometimes I will use those as like section heads.
413 00:49:17.669 ⇒ 00:49:23.460 Nick Trimmer: I’ll use like all caps. So, for example, if I’m looking at this post on the left, on the left
414 00:49:23.490 ⇒ 00:49:38.459 Nick Trimmer: step one set the foundation. I’m doing. Step one Colon, all caps for the entire header. And then I’m gonna put like a construction emoji or something. You know it’s it’s something. It’s not about what you use. It’s about the fact that there’s
415 00:49:38.500 ⇒ 00:49:41.219 Nick Trimmer: color this drawing the eye
416 00:49:41.240 ⇒ 00:49:44.102 Nick Trimmer: through these section head caps, and it’s just
417 00:49:45.430 ⇒ 00:49:53.399 Nick Trimmer: Unfortunately, it works. It’s silly, and I don’t use it for myself, but it works, and that’s totally like a brand choice
418 00:49:54.000 ⇒ 00:49:56.400 Nick Trimmer: because otherwise there are other ways around it.
419 00:49:56.660 ⇒ 00:49:57.160 Nicolas Sucari: What do you think?
420 00:49:57.966 ⇒ 00:50:06.919 Nicolas Sucari: Nick on like on the repetition on like what we are using here like questions description, and then like
421 00:50:07.160 ⇒ 00:50:22.209 Nicolas Sucari: the the bullets, and then we have a question again, a description again, and bullets again, and like 3 times like that, is it good to have it like style it like that? Or should we like change and not use like for every step? Don’t use bullets, or something like that.
422 00:50:22.890 ⇒ 00:50:26.344 Nick Trimmer: I think it’s good. Honestly, I I will fully admit.
423 00:50:26.700 ⇒ 00:50:32.980 Nick Trimmer: I do this, too. It’s it’s for me. It’s a bit of a stylistic preference. It’s how I reconcile
424 00:50:34.770 ⇒ 00:50:50.240 Nick Trimmer: rigid structure like the left, is a good, the one on the left. Here is a good example of rigid structure. There’s another post you guys had. And maybe it was actually something that wrote and written for his own page. But there was another post that was more storytelling. And I think.
425 00:50:51.380 ⇒ 00:50:52.610 Nick Trimmer: man, it’s 1 of these.
426 00:50:52.610 ⇒ 00:50:53.729 Nicolas Sucari: Oh, yeah, but but what I.
427 00:50:53.730 ⇒ 00:50:54.070 Nick Trimmer: Yes.
428 00:50:54.070 ⇒ 00:50:54.980 Nicolas Sucari: Like you should.
429 00:50:56.910 ⇒ 00:50:57.230 Nicolas Sucari: Yeah.
430 00:50:57.550 ⇒ 00:50:58.130 Nick Trimmer: Yeah, so.
431 00:50:58.130 ⇒ 00:51:08.859 Nicolas Sucari: Like to mix and match both like a little bit of storytelling, a little bit of bullets? Or is it okay to have, like all of the steps with the same structure, with all the bullets.
432 00:51:09.040 ⇒ 00:51:09.970 Nicolas Sucari: IDEE.
433 00:51:09.970 ⇒ 00:51:10.350 Nick Trimmer: Yeah.
434 00:51:10.350 ⇒ 00:51:16.799 Nicolas Sucari: A little bit boring like the one on the left. If you read step one bullets step, 2 bullets, step 3, and there are like 5 6 steps.
435 00:51:17.090 ⇒ 00:51:17.770 Nicolas Sucari: or who.
436 00:51:18.050 ⇒ 00:51:18.880 Nick Trimmer: So.
437 00:51:18.880 ⇒ 00:51:19.359 Nicolas Sucari: I know.
438 00:51:19.360 ⇒ 00:51:33.510 Nick Trimmer: So I see I see the one on the left here, and the one on the right is 2 different styles. So the one on the left. You’re right, is a little bit boring to read. It’s easier to navigate but the information has to be good. So if you’re gonna make the structure very rigid.
439 00:51:33.510 ⇒ 00:51:52.680 Nick Trimmer: You need to make sure this is an example of like lean posting. You’re conveying specific information. You’re being as efficient as possible, and you’re not going to add an extra, you know. Transition word, if it doesn’t contribute to the substance of the post. The one on the right is more
440 00:51:52.690 ⇒ 00:52:20.519 Nick Trimmer: of a story. You’re using longer sentences. You’re kind of explaining a process. It’s in standard paragraph format. The the question prompt for something like this is a really effective use of a question as a hook, especially when you’re talking about like going deep into paragraphs. The middle Ground. I think I believe the middle ground. And I use this is exactly what you’re talking about here, which is the the question as a sort of prompt or transition.
441 00:52:20.610 ⇒ 00:52:30.370 Nick Trimmer: the following explanatory sentence, and then several bullets. After that I think that this post here is a great example of
442 00:52:30.490 ⇒ 00:52:39.159 Nick Trimmer: telling the line between the 2 of being efficient with the way you communicate information, but still talking to someone like a human, because at the end of the day, like
443 00:52:39.640 ⇒ 00:52:44.569 Nick Trimmer: efficiency is good because of the way that people read. But they don’t. They don’t want to read a research report.
444 00:52:45.065 ⇒ 00:52:54.659 Nick Trimmer: They want to feel like they’re being spoken to. They wanna people in, I’d say increasingly, so. Social media users are sort of being trained to
445 00:52:55.770 ⇒ 00:53:17.700 Nick Trimmer: only like they’re most attracted to the stuff that is written conversationally because you don’t have to think as much honestly is what it is so like. The quality of writing is is going down. But you’re you’re writing to someone like you speak to them, and it’s just way easier to digest. And I say, you know, that’s what works. So go for it. And this is a great example of
446 00:53:18.593 ⇒ 00:53:26.820 Nick Trimmer: being lean and to the point like this post on the left, but being able to still communicate it like a story like this post on the right.
447 00:53:28.050 ⇒ 00:53:34.350 Uttam Kumaran: So I think, I think one key takeaway is every post I wanna really make sure that we have
448 00:53:34.620 ⇒ 00:54:00.780 Uttam Kumaran: like who we’re going after like that. The Adlc. That’s like a very specific in industry thing that just like got posted by big vendor. And like, it’s kind of like a lot of people reference it. So I wanted to do an article about it. So in that sense, if you click on that, you’re probably like interested in like Dbt, and some of the stuff. So but then one of the left, you’re totally right is that it is broad, and so here’s kind of like I’ll I’ll give you a reason why I know the left one is broad is because we’re
449 00:54:00.940 ⇒ 00:54:07.340 Uttam Kumaran: we are pushing a lot of the AI tools and the things we’re doing to a little bit of a limit, and we’re finding ways to balance right like.
450 00:54:07.590 ⇒ 00:54:07.969 Nick Trimmer: Yeah, yeah.
451 00:54:07.970 ⇒ 00:54:29.380 Uttam Kumaran: We actually built like, kind of like a content brain inside with like a ton of source materials that we use to basically help come up with ideas and do this. There’s some stuff that’s going to be grounded in like my story. There’s some stuff to be grounded in like a concept. But I think you’re totally right is the way that we’re going to basically give the green light is one I think we wanna
452 00:54:29.380 ⇒ 00:54:44.020 Uttam Kumaran: kind of start to divide into like light structure. No struck like I kind of want to think about whether we can have almost like a selector on that which is like more like when we when Ryan, when we produce a post, it’s like, is this gonna be
453 00:54:44.050 ⇒ 00:55:08.840 Uttam Kumaran: this is going to be heavily like organized like this is, gonna be more of like chunks of text. And then how does that relate to the who the audience is? And then we can start to track that cause. I think you’re totally right. If if I would ask the question like, Who is this going after the one I left them like? This is too generic, and we could have been tailored that to like we want to go after like executives here, or we want to go after actually, like some AI engineers. So I think that’s
454 00:55:08.950 ⇒ 00:55:16.100 Uttam Kumaran: super duper, helpful. The other thing that we’re doing is we are. We’ve kind of organized us into like
455 00:55:16.110 ⇒ 00:55:20.820 Uttam Kumaran: kind of types of posts. So on Monday, we’re trying to do like a reaction post to like.
456 00:55:20.820 ⇒ 00:55:21.620 Nick Trimmer: Cool. Yeah.
457 00:55:21.620 ⇒ 00:55:35.969 Uttam Kumaran: That came out. So something that’s maybe more timely, but also it can draw from the authority of that post. And then we like give our reaction to it, which is great, because then I can just I can come up with a reaction really easily, better than the source material right? And then.
458 00:55:35.970 ⇒ 00:55:36.819 Nick Trimmer: Totally. Yeah. Yeah.
459 00:55:36.820 ⇒ 00:55:51.820 Uttam Kumaran: Thursday we have a blog post which is like a case study related, or something we’re writing about. And then Wednesday, we’re doing like a tool review again, something that like we use hundreds of tools. I have hundreds of tools I’ve used very easy for me to be like, let’s go right. Comparing this with this or.
460 00:55:51.820 ⇒ 00:55:53.049 Nick Trimmer: Totally. Yeah. Yeah. Totally.
461 00:55:53.050 ⇒ 00:55:53.910 Uttam Kumaran: You know.
462 00:55:54.140 ⇒ 00:55:59.500 Uttam Kumaran: and that’s kind of like. That’s kind of what our content structure is like. And the other reason
463 00:55:59.670 ⇒ 00:56:04.090 Uttam Kumaran: is, when we do the tool review or the reaction. We can tag them, and they’re gonna.
464 00:56:04.090 ⇒ 00:56:04.580 Nick Trimmer: Yeah, yeah.
465 00:56:04.580 ⇒ 00:56:05.030 Uttam Kumaran: We’ll be.
466 00:56:05.030 ⇒ 00:56:05.400 Nick Trimmer: That’s you.
467 00:56:05.400 ⇒ 00:56:06.720 Uttam Kumaran: Yeah, they’ll like us.
468 00:56:07.810 ⇒ 00:56:11.883 Uttam Kumaran: And gain some authority from like. For example, we just did a post on like Zapier versus make
469 00:56:12.518 ⇒ 00:56:15.599 Uttam Kumaran: and those are 2 really big tools now and like
470 00:56:15.640 ⇒ 00:56:20.020 Uttam Kumaran: and like again, I I think it was a really good for us to just do a comparison. There. We have a lot of tools that.
471 00:56:20.020 ⇒ 00:56:20.640 Nick Trimmer: Go ahead!
472 00:56:20.780 ⇒ 00:56:29.266 Uttam Kumaran: We’re starting to use that are in similar similarly, like in this AI field. And so but we’re gonna we’re gonna work on like what the format is, you know.
473 00:56:29.910 ⇒ 00:56:32.619 Nick Trimmer: Yeah, I think that. So
474 00:56:33.040 ⇒ 00:56:35.973 Nick Trimmer: the way that I would look at this
475 00:56:36.600 ⇒ 00:56:43.659 Nick Trimmer: is there are going to be those posts like the the Dbt Labs Post.
476 00:56:43.830 ⇒ 00:56:54.399 Nick Trimmer: where it’s just important. That information is out there, and it’s only gonna reach, like, you know, maybe 1020 people. But like it will be very high impact to.
477 00:56:54.400 ⇒ 00:56:57.729 Uttam Kumaran: Yeah, this is a serious like, industry, insider. Post.
478 00:56:57.730 ⇒ 00:56:58.290 Nick Trimmer: Yeah.
479 00:56:58.290 ⇒ 00:57:06.989 Uttam Kumaran: If you go to the if you go to our competitors, they’re writing mostly shit. That looks like the one on the left, which is like no specific like this.
480 00:57:07.250 ⇒ 00:57:11.779 Uttam Kumaran: you really have to know, like I’ve read, I really like that post, and we do a lot of.
481 00:57:12.180 ⇒ 00:57:16.211 Uttam Kumaran: Stuff in that post, and that’s what like my friends and data are chatting about.
482 00:57:16.795 ⇒ 00:57:17.110 Nick Trimmer: Yeah.
483 00:57:17.110 ⇒ 00:57:22.219 Uttam Kumaran: That we’re replying to that. It’s like, Okay, these guys actually like, that’s what I think. You know.
484 00:57:22.490 ⇒ 00:57:25.789 Nick Trimmer: Yeah. So here’s here’s what I would.
485 00:57:26.060 ⇒ 00:57:29.120 Nick Trimmer: Here’s what I want to leave you with to think about
486 00:57:29.600 ⇒ 00:57:30.850 Nick Trimmer: the
487 00:57:31.520 ⇒ 00:57:37.480 Nick Trimmer: the kind of content that is industry insider that no one is going to really.
488 00:57:37.730 ⇒ 00:57:42.350 Nick Trimmer: that very few people are going to care about, but they will care deeply about.
489 00:57:42.420 ⇒ 00:57:45.809 Nick Trimmer: I think that’s really great on the Brainforge account.
490 00:57:45.970 ⇒ 00:57:48.900 Nick Trimmer: and I think that that’s the perfect kind of post
491 00:57:49.020 ⇒ 00:58:13.510 Nick Trimmer: to be sort of kind of like sort of like a almost like a a technically deep blog where the Brainforge account is this repository of content that is heavily focused on just the stuff that people in the industry are truly gonna care about. And then your sort of share tweeting, or a quote reposting essentially
492 00:58:13.720 ⇒ 00:58:16.580 Nick Trimmer: from those Mini blogs
493 00:58:17.505 ⇒ 00:58:20.830 Nick Trimmer: and sharing your more human
494 00:58:20.860 ⇒ 00:58:27.225 Nick Trimmer: and personal perspective on that really deep stuff. And then, when we think about
495 00:58:27.720 ⇒ 00:58:28.600 Nick Trimmer: as
496 00:58:29.630 ⇒ 00:58:39.270 Nick Trimmer: as Ryan is writing, for example, a post like this like a tool review. Or you guys are writing about stock outs and previous casework
497 00:58:39.500 ⇒ 00:59:04.575 Nick Trimmer: that is most effective honestly as an original post on your account. And and that’s because basically, it allows. Assuming Ryan is is writing these. It allows Ryan a little bit more room to write this a bit more casually, to lean in to the pieces of the story or the pieces of the topic that are a bit more.
498 00:59:05.891 ⇒ 00:59:12.380 Nick Trimmer: that could be a bit more entertaining. Basically, you get to write about these serious topics
499 00:59:12.600 ⇒ 00:59:27.819 Nick Trimmer: from a personal spoken perspective. And most importantly, it’s attached to your name, which just changes the tone of everything you know brain forge doing a zapier versus make from the Brainforge account kind of comes off as
500 00:59:29.462 ⇒ 00:59:51.359 Nick Trimmer: promotional like. Maybe brain like when I hear a company account doing a pool review side by side. My assumption is that this is some sort of like guiding sponsored post. Yeah, or that, like, you know, they’re already partnered with Zapier. So they’re gonna give us like, 5 fake reasons that make is just okay, and that, like Zapier is actually blowing them out of the water.
501 00:59:51.360 ⇒ 00:59:52.159 Uttam Kumaran: I see what you’re.
502 00:59:52.160 ⇒ 01:00:18.180 Nick Trimmer: It comes from an individual person’s account, and I I would say things like the tool review when you and I originally talked about it like the vision was from your account. Because you are the guy who literally reads these blogs like all the time, like you’re the guy who’s like in the trenches reading about the stuff like obsessively reading about stuff. So it’s gonna come from you. And when it comes from you, there’s it. It begins with people, it is read or consumed with less
503 01:00:19.242 ⇒ 01:00:32.590 Nick Trimmer: skepticism, and then the more you post those it it sort of becomes a a really great sort of brand and reputation thing. However, that’s that’s why I think the the account strategy.
504 01:00:33.210 ⇒ 01:00:52.650 Nick Trimmer: That’s why I think that it is still important for that highly technical stuff that you’re already writing long form through the Newsletter to still end up on the Brainforge account, because the Brainforge account is still a method of distribution, and the highly technical stuff is one of the best opportunities for everyone to comment on something that, like
505 01:00:53.368 ⇒ 01:01:00.561 Nick Trimmer: very few people would read otherwise if that makes sense. So that’s the perfect kind of pillar content to
506 01:01:01.400 ⇒ 01:01:16.289 Nick Trimmer: to comment on. So the way you might approach this going forward, the the question the the methods of categorization for types of content. You might start something really simple with a really simple metric of is this
507 01:01:16.470 ⇒ 01:01:42.509 Nick Trimmer: brain forge for highly technical sort of topical conversations that need to be had by the 20 people that care really very much about this? Or is this for Tom’s account, which is more growth driven. It is, you know, more customer facing it. It is digestible and engageable by people who aren’t like in the trenches every single day, doing this professionally.
508 01:01:42.990 ⇒ 01:01:50.820 Uttam Kumaran: Okay, if you scroll down on the right. By the way, if you go, we did a post on snow like we. We did a reaction to snowflakes. They did like a.
509 01:01:50.820 ⇒ 01:01:51.590 Nick Trimmer: Yeah, yeah.
510 01:01:51.590 ⇒ 01:01:52.899 Uttam Kumaran: Marketing, thing.
511 01:01:53.140 ⇒ 01:01:53.580 Nick Trimmer: I think I saw.
512 01:01:53.580 ⇒ 01:01:56.720 Uttam Kumaran: I guess I would love if given that framework in mind like.
513 01:01:56.990 ⇒ 01:01:57.700 Nick Trimmer: Hey!
514 01:01:58.000 ⇒ 01:02:02.739 Uttam Kumaran: Should I have? Should we have? Should I have done this from mine? I feel like
515 01:02:04.110 ⇒ 01:02:07.254 Uttam Kumaran: maybe I mean I’m able to change a little bit but
516 01:02:08.300 ⇒ 01:02:09.579 Uttam Kumaran: This would perform well.
517 01:02:09.580 ⇒ 01:02:10.280 Nick Trimmer: On yours.
518 01:02:10.280 ⇒ 01:02:14.845 Uttam Kumaran: Yeah, I think I may have reposted this and did something like that, basically. But
519 01:02:15.670 ⇒ 01:02:19.780 Uttam Kumaran: I think I actually did repost this. And basically like, here’s like 2 things from this that are like.
520 01:02:19.780 ⇒ 01:02:20.220 Nick Trimmer: Yeah, yeah.
521 01:02:20.220 ⇒ 01:02:28.610 Uttam Kumaran: I noticed. But yeah, I think maybe what we’ll do, Ryan, is like, let’s we’ll just do the tool review from mine from here on out cause. That’s great. Because I actually like.
522 01:02:29.910 ⇒ 01:02:34.119 Uttam Kumaran: I’m like hype I I’m like, super super opinionated about all these tools. And.
523 01:02:34.120 ⇒ 01:02:34.859 Nick Trimmer: Exactly. Yeah.
524 01:02:35.050 ⇒ 01:02:43.710 Uttam Kumaran: Genuine that way. And you’re right. I kind of see what you mean, and then we’ll keep some of these larger things here, and then we’ll kind of decide. Okay.
525 01:02:44.960 ⇒ 01:02:51.949 Nick Trimmer: I would say like, if there’s something where you’re where you’re pretty confident that only 10 people are. Gonna read it and like.
526 01:02:52.350 ⇒ 01:03:06.089 Nick Trimmer: if if that’s the line, then that’s where it goes on on the Brainforge account, like, if you want to be able to geek out on something, or if an idea is important enough to where you really need to get into the weeds.
527 01:03:06.404 ⇒ 01:03:26.230 Nick Trimmer: That’s a perfect piece of pillar content for the Brainforge account, because it’s associating the expertise with the brand, so that your peers in the industry are seeing that, like all of this, in depth, high quality, content is coming from a brand account, and that reflects on the brand, while the more promotional is really not the right word, but, like the
528 01:03:26.230 ⇒ 01:03:31.229 Nick Trimmer: the reputational stuff, the the entertainment and informative stuff is coming from you.
529 01:03:32.560 ⇒ 01:03:33.170 Uttam Kumaran: Okay.
530 01:03:34.860 ⇒ 01:03:35.830 Nick Trimmer: Amazing.
531 01:03:36.314 ⇒ 01:03:44.049 Nick Trimmer: I’ve got, I think, a little bit of time after. If you have, if you guys have any questions, if not, then. I think we got a lot of progress today.
532 01:03:44.050 ⇒ 01:03:45.980 Uttam Kumaran: Yeah, I think, yeah.
533 01:03:45.980 ⇒ 01:03:46.450 Nicolas Sucari: Yeah.
534 01:03:46.450 ⇒ 01:03:50.620 Uttam Kumaran: My side. This is that answered most. I mean the only other stuff was I was gonna talk about.
535 01:03:50.810 ⇒ 01:04:04.669 Uttam Kumaran: how do we change our process which we talked about. I think we’re gonna talk about like we talked about leading into Linkedin, which is great because I think the other stuff the others, the other platforms. We’re gonna keep going as like a way just to have stuff on there. But
536 01:04:04.920 ⇒ 01:04:08.240 Uttam Kumaran: I don’t think it’s like I don’t want to have 5 immediate
537 01:04:08.250 ⇒ 01:04:17.720 Uttam Kumaran: priorities. I’d rather us focus on one, maybe 2, which at the moment is really like making sure the website has everything and then making sure that Linkedin
538 01:04:17.820 ⇒ 01:04:19.700 Uttam Kumaran: is like, Hey, one? That’s it, you know.
539 01:04:19.700 ⇒ 01:04:29.390 Nick Trimmer: Yeah, that’s perfect, absolutely. That’s that’s a great way to think about it. I I would agree that I’m focusing on the one or 2 highest leverage things.
540 01:04:29.490 ⇒ 01:04:39.801 Nick Trimmer: especially early on is gonna be one of the best things you can do in in terms of twitter, because I saw on the swipe file. There were tweets that you guys were working on.
541 01:04:41.240 ⇒ 01:04:49.649 Nick Trimmer: I’d say, put them all on your account like your personal account. As long as you’re cool with that if if Twitter is something that’s like still kind of like business relevant.
542 01:04:50.960 ⇒ 01:04:54.309 Nick Trimmer: I’d say honestly on Twitter, just skip the brand account entirely.
543 01:04:54.665 ⇒ 01:04:57.229 Nick Trimmer: I I wish that wasn’t the case, but, like
544 01:04:57.410 ⇒ 01:05:04.889 Nick Trimmer: Twitter, is difficult enough as a medium to like. Get traction on the brand accounts are, are completely toothless.
545 01:05:04.930 ⇒ 01:05:05.610 Uttam Kumaran: Okay.
546 01:05:06.110 ⇒ 01:05:07.280 Uttam Kumaran: okay? And that’s what we’ll do.
547 01:05:07.280 ⇒ 01:05:08.890 Nick Trimmer: But the content’s great, like the content’s great.
548 01:05:09.350 ⇒ 01:05:11.190 Uttam Kumaran: Also like I’m now
549 01:05:11.550 ⇒ 01:05:15.520 Uttam Kumaran: like sub tweeting. I’m like tweeting and replying to a ton of people so.
550 01:05:15.520 ⇒ 01:05:16.330 Nick Trimmer: Yeah. Yeah. Totally.
551 01:05:16.330 ⇒ 01:05:27.469 Uttam Kumaran: Impressions. We’ll just change it to do that, because I also think Twitter is so like what happened literally in the last 6 h, so that stuff will just go away like, even if people don’t see it
552 01:05:27.530 ⇒ 01:05:33.379 Uttam Kumaran: so. And I don’t think people are. So I think we’ll just start to do that, Ryan, like we’ll just post it all.
553 01:05:33.380 ⇒ 01:05:33.720 Nick Trimmer: Yeah.
554 01:05:33.720 ⇒ 01:05:39.060 Uttam Kumaran: From my twitter. Those those threads? So I need to know that a question.
555 01:05:39.060 ⇒ 01:06:05.680 Nicolas Sucari: I have only question on Linkedin Post. So I’m from Argentina. And my Linkedin is kind of different from you guys. Probably. I have, like a lot of my audience is from Argentina or or Spanish speaking language. So I wanted to know, what do you think about those posts that you see like English below or Spanish below, and they have like 2 different language. It is. Is it something worth worth to do it, or or not at all.
556 01:06:06.400 ⇒ 01:06:13.999 Nick Trimmer: That’s kind of cool. I don’t think it could help like help or hurt I think, and the the reason primarily for that is
557 01:06:14.120 ⇒ 01:06:23.039 Nick Trimmer: but the reason, I say that is because, as I understand it, the primary purpose of of most of what we’re doing is is new client acquisition for Brainforge. Is that correct?
558 01:06:23.040 ⇒ 01:06:23.480 Nicolas Sucari: Yeah.
559 01:06:23.480 ⇒ 01:06:24.200 Uttam Kumaran: Yeah.
560 01:06:24.420 ⇒ 01:06:25.640 Nick Trimmer: Perfect. So
561 01:06:26.440 ⇒ 01:06:28.259 Nick Trimmer: If that’s the case.
562 01:06:28.320 ⇒ 01:06:37.050 Nick Trimmer: If if Argentina was like a large potential market for Brainforge, I’d say hell, yes, honestly, Spanish first, st no English
563 01:06:37.596 ⇒ 01:06:47.850 Nick Trimmer: in this case I think I think English first, st and then Spanish beneath that, because if that’s the majority of your follow base, then you you absolutely
564 01:06:49.670 ⇒ 01:07:08.583 Nick Trimmer: Then you absolutely want them like reading with it and engaging with it, if not just because those are the people that are gonna be Fo. That follow you right now, and they’re gonna be the one sort of giving you those initial likes and impressions that boosts you a little bit more. So you definitely want them to be able to read it. That said,
565 01:07:14.030 ⇒ 01:07:18.459 Nick Trimmer: I I think there’s a translate function on link on pretty much every show
566 01:07:18.800 ⇒ 01:07:27.412 Nick Trimmer: platform now, but it’s it’s a night. It’s kind of a courtesy. And honestly, it doesn’t impact like the English speaking readers by any means. And you could even push like
567 01:07:27.990 ⇒ 01:07:31.640 Nick Trimmer: you could put at the top of the page like before, like you have to hook.
568 01:07:32.110 ⇒ 01:07:37.549 Nick Trimmer: and then you click more, and then, just in parentheses, right before you start the post like Spanish version below.
569 01:07:38.040 ⇒ 01:07:47.479 Nicolas Sucari: Yeah, that’s how saw it in some post. But yeah, I definitely was thinking more like from my personal account, not from the brand account, or yeah, or.
570 01:07:47.480 ⇒ 01:07:48.000 Nick Trimmer: Totally.
571 01:07:48.000 ⇒ 01:07:49.300 Nicolas Sucari: Because no.
572 01:07:49.300 ⇒ 01:07:50.480 Uttam Kumaran: I think that’ll work.
573 01:07:50.480 ⇒ 01:07:50.820 Nicolas Sucari: My own.
574 01:07:50.820 ⇒ 01:07:55.530 Uttam Kumaran: Yeah, you start to rank in the Us. Audience, for sure. You know.
575 01:07:55.530 ⇒ 01:07:55.850 Nick Trimmer: I trust.
576 01:07:55.850 ⇒ 01:08:00.350 Nicolas Sucari: But just also for like engagement, maybe not not just like
577 01:08:00.470 ⇒ 01:08:01.739 Nicolas Sucari: or yeah, share.
578 01:08:01.740 ⇒ 01:08:02.919 Nick Trimmer: Yeah, to see the engagement.
579 01:08:02.920 ⇒ 01:08:03.439 Nicolas Sucari: I know her.
580 01:08:03.440 ⇒ 01:08:03.830 Nick Trimmer: Already.
581 01:08:03.830 ⇒ 01:08:08.350 Nicolas Sucari: Not. It’s not that strong market, but hopefully it will be some years. Yeah.
582 01:08:08.350 ⇒ 01:08:09.539 Nick Trimmer: Yeah, yeah, absolutely.
583 01:08:09.540 ⇒ 01:08:17.540 Nicolas Sucari: Yeah, I know. I know. I know we’re not like looking into clients there. But yeah, just for engagement. Maybe it was worth it. Yeah.
584 01:08:18.296 ⇒ 01:08:26.580 Nick Trimmer: Yeah, yeah, absolutely. If that’s not, you know, if that’s not too, much trouble for you, I think, English, first, st then Spanish. It’s perfect. Yeah.
585 01:08:27.020 ⇒ 01:08:27.760 Nick Trimmer: cool.
586 01:08:27.760 ⇒ 01:08:28.460 Nicolas Sucari: Right.
587 01:08:29.140 ⇒ 01:08:32.449 Uttam Kumaran: Ryan, anything you wanted to ask before we hop off.
588 01:08:32.450 ⇒ 01:08:42.460 Ryan Brosas: No, none so far. Thank you for the feedback. I will. Take that mind and improve my, the content itself. Thank you very much.
589 01:08:42.460 ⇒ 01:08:57.159 Nick Trimmer: Yeah, of course. And you guys are killing it. For, like your your 1st couple of weeks of this or at the the content strategy. Specifically like the content quality is like really high right out of the gate. Like I said before, it’s clear that you’re already
590 01:08:57.729 ⇒ 01:09:08.079 Nick Trimmer: basically a step above. Probably most of the people, most of the other people in the industry. A lot of this feedback is just around how to like play the Linkedin game a little bit better.
591 01:09:08.380 ⇒ 01:09:13.710 Uttam Kumaran: Yeah, cool, I think, for the for the next time we talk we’re gonna try to play with some video stuff
592 01:09:13.819 ⇒ 01:09:14.710 Uttam Kumaran: before I think.
593 01:09:14.710 ⇒ 01:09:15.080 Nick Trimmer: Cool.
594 01:09:15.080 ⇒ 01:09:23.309 Uttam Kumaran: If we can basically get me to record some stuff, it will happen. But I get. So I’m just like, yeah.
595 01:09:23.310 ⇒ 01:09:24.639 Nick Trimmer: It’s hard, it’s I totally.
596 01:09:24.640 ⇒ 01:09:27.439 Uttam Kumaran: Yeah. And it’s just not. It just takes a while.
597 01:09:27.470 ⇒ 01:09:31.059 Uttam Kumaran: And I have just slammed. But I think we’re gonna try
598 01:09:31.479 ⇒ 01:09:49.929 Uttam Kumaran: try some like now that we’re, I think we’re at a good level. This feedback is great. It’ll basically get us to where we need to go. I want to then see whether we can seamlessly try some other video or interesting like growth stuff where it’s like one of those hits big. And then we can start having something on Tiktok, and reels.
599 01:09:50.830 ⇒ 01:09:53.870 Uttam Kumaran: Content. But I think that’ll be more like
600 01:09:54.390 ⇒ 01:09:57.270 Uttam Kumaran: flashy, like clickbaity stuff.
601 01:09:57.700 ⇒ 01:09:59.684 Nick Trimmer: Yeah, I I’d say,
602 01:10:00.530 ⇒ 01:10:18.140 Nick Trimmer: you can make it for Tiktok, like, basically, you can make the video content with Tiktok in mind, because that basically forces you to, you know, be really efficient with the way that you produce the video. But Tiktok, as a channel is is terrible for everyone honestly, even b 2 c, like
603 01:10:18.220 ⇒ 01:10:25.179 Nick Trimmer: or or like consumer businesses and e-commerce like, have seen a huge drop off in the efficiency of Tiktok as a channel.
604 01:10:25.180 ⇒ 01:10:41.628 Uttam Kumaran: My only my only push back is that if you Google, if you go into Tiktok, you search for data content. It’s horrible, like there’s not a lot of people posting about data, analytics or data engineering or things like that.
605 01:10:42.110 ⇒ 01:10:53.200 Uttam Kumaran: so I’m I feel like it would be easy for us to dominate a couple of like key keywords. There’s a couple of like influencers that are doing like data analysis stuff. But I don’t know. And then the bet there is really that, like.
606 01:10:53.490 ⇒ 01:10:58.760 Uttam Kumaran: people are gonna start consuming b 2 b like data content there. And
607 01:10:58.900 ⇒ 01:11:01.789 Uttam Kumaran: there’s no consultancies
608 01:11:01.880 ⇒ 01:11:03.390 Uttam Kumaran: on there that are doing what we’re doing.
609 01:11:03.390 ⇒ 01:11:03.830 Nick Trimmer: Yeah.
610 01:11:05.130 ⇒ 01:11:07.359 Nick Trimmer: Yeah, it’s worth a shot. I say, try it out for sure.
611 01:11:07.360 ⇒ 01:11:08.130 Uttam Kumaran: Yeah.
612 01:11:08.650 ⇒ 01:11:09.929 Nick Trimmer: Just yeah, keep.
613 01:11:09.930 ⇒ 01:11:11.150 Uttam Kumaran: No, I’m not.
614 01:11:11.150 ⇒ 01:11:12.300 Nick Trimmer: Metric. I’ve heard bad things.
615 01:11:13.930 ⇒ 01:11:16.653 Nick Trimmer: so I’m sending a couple of links in the chat here, too.
616 01:11:16.970 ⇒ 01:11:19.679 Nick Trimmer: And this is for
617 01:11:19.910 ⇒ 01:11:23.649 Nick Trimmer: so I I’ve worked with this guy before.
618 01:11:23.992 ⇒ 01:11:34.620 Nick Trimmer: And right now one of my buddies who runs a larger agency is the one who’s sort of managing his social presence. And this is sort of a fantastic example of what a
619 01:11:35.240 ⇒ 01:11:42.450 Nick Trimmer: sort of diverse content strategy looks like, both in sort of format topic and platform. So you’ll see.
620 01:11:42.460 ⇒ 01:11:46.149 Nick Trimmer: you know, personal content. You’ll see video, you’ll see, like
621 01:11:46.260 ⇒ 01:12:03.468 Nick Trimmer: Hardcore written deep dives. You’ll see some of like the carousel posts that that you guys have done before. This is like a really effective content strategy for a business that has a very confusing value. Prop, that is, B, 2 B to like B, 2 B primarily
622 01:12:04.390 ⇒ 01:12:14.188 Nick Trimmer: and and one of the things they do in the second link that I sent you is specifically to a post. That’s video first.st he does this series. I think it’s whiteboard. Wednesday. He does a series where
623 01:12:14.740 ⇒ 01:12:17.340 Nick Trimmer: he has, like some sort of in-depth
624 01:12:17.380 ⇒ 01:12:38.140 Nick Trimmer: topic that he’s trying to explain, and it’s him in front of a whiteboard explaining the topic. And you know, if this interests you at all, I’d recommend you go into the like, look at his business and see what it is they do. The the level of customer education that’s required to sell this product is, is pretty substantial, and so like this is kind of.
625 01:12:38.140 ⇒ 01:12:38.570 Uttam Kumaran: Go back.
626 01:12:38.859 ⇒ 01:12:42.620 Nick Trimmer: This kind of content strategy on hard mode. And so you can see
627 01:12:42.630 ⇒ 01:12:51.990 Nick Trimmer: like what they’re doing. Well, the kind of stuff they’re experimenting with what gets good engagement versus what doesn’t. And I can tell you I I know
628 01:12:53.600 ⇒ 01:13:01.569 Nick Trimmer: anecdotally that they get a substantial amount of new business from Linkedin as a channel now, and they’ve been at it for a while, but it works.
629 01:13:03.960 ⇒ 01:13:08.839 Uttam Kumaran: Perfect. Yeah, I think you sent me his once before, but with that framework it’s super helpful.
630 01:13:09.242 ⇒ 01:13:18.920 Uttam Kumaran: But I didn’t know what they did before. But now I think with that framing in mind, it’s perfect, especially because I think we now have a lot of stuff we’ve done.
631 01:13:19.300 ⇒ 01:13:19.980 Nick Trimmer: Yeah. Totally.
632 01:13:19.980 ⇒ 01:13:22.250 Uttam Kumaran: Some some stuff to grow. So okay, perfect.
633 01:13:23.750 ⇒ 01:13:25.350 Nick Trimmer: All right. Amazing.
634 01:13:25.740 ⇒ 01:13:26.330 Uttam Kumaran: Okay.
635 01:13:26.330 ⇒ 01:13:27.070 Nick Trimmer: Well.
636 01:13:27.070 ⇒ 01:13:31.359 Uttam Kumaran: This has been amazing, like one of the highest density conversations. I have
637 01:13:31.790 ⇒ 01:13:32.550 Uttam Kumaran: good to talk to you.
638 01:13:32.550 ⇒ 01:13:33.749 Nick Trimmer: I’m happy to hear that man.
639 01:13:33.750 ⇒ 01:13:35.819 Uttam Kumaran: Again super soon, I think.
640 01:13:35.820 ⇒ 01:13:36.310 Nick Trimmer: Yeah, yeah.
641 01:13:36.310 ⇒ 01:13:41.580 Uttam Kumaran: Put some of these in action, and then I think next time we’ll just come and see like how we did. And then.
642 01:13:41.580 ⇒ 01:13:42.129 Nick Trimmer: Yeah, yeah.
643 01:13:42.130 ⇒ 01:13:46.600 Uttam Kumaran: Hopefully have a couple of other interesting like things we try. But yeah, I appreciate it.
644 01:13:46.880 ⇒ 01:13:50.910 Nick Trimmer: Of course. Man, yeah, it was great talking to you guys. It was great to meet you, Nico and Ryan.
645 01:13:51.164 ⇒ 01:13:58.500 Nick Trimmer: And if you have any questions like anything. Quick. One off something like that. Just you know, shoot me a text, shoot me a message email, whatever you guys need.
646 01:13:59.180 ⇒ 01:14:03.140 Nicolas Sucari: Thank you. Thank you very much. It was really great nice to meet you, Nick.
647 01:14:03.610 ⇒ 01:14:04.980 Nick Trimmer: Good to meet you. Good talking guys.
648 01:14:04.980 ⇒ 01:14:05.850 Uttam Kumaran: Thanks guys.
649 01:14:06.210 ⇒ 01:14:06.699 Nick Trimmer: Alright! See you.
650 01:14:06.700 ⇒ 01:14:07.130 Nicolas Sucari: Thanks.