How to Use AI & Social Media To Market Your Podcast Like a Pro w/Nico Lagan

Marketing teaches you that you need at least seven to eight touchpoints with your cross-tech customer in order for them to trust you. That means I need seven or eight reels for one person to say I like this guy, I trust this guy, I'm going to go listen to his long form content or I'm going to buy his coaching services or I'm going to read his book, whatever.

This is tools of the podcast trade, where you can learn about the tools and resources you can use to start and grow your podcast. Tune in this week as we talk about the help you need to remove the mystery from podcasting so you can become a successful podcast that can reach your audience where they are Want to increase your views. Today's guest, nico Lagann, says post-mourn Welcome, nico.

That's exactly right. Well said, hey, thanks for having me.

Yeah, absolutely All right. Yeah, yeah, we're going to talk about that in a bit, but before we do, could you tell us who is Nico Lagan?

I'm a naturall student is what I would say I am. I, like you, I'm a content creator. So as much as I teach people how to create content, I don't do it from a place of hypothesis, it's something that I actually test day in, day out. So I'm always I'm a content creator. I post five, seven, eight, ten times a day, so on seven different platforms. So this is what I do. Now. I'm a sales engineer by trade. I was a sales engineer for a telecommunication company for 12 years I was. I was in high end sales in the technology world and I've been. I studied as a computer technician, so I, I, you. My biological dad was a was an engineer, so I've been building computers since I'm a kid. I'm a big nerd, so I love technology and it makes sense that today I dedicate myself to incorporating AI into content creation, into making content creation easier, better, faster, more appealing like really making better quality content faster and in bigger numbers. So I might get my, my passion for talking and my passion for technology together, and this is what I do.

Well, podcasting is a perfect venue for that right.

Between you and I and whoever's listening. I think this is the 50th podcast I record as a guest in 10 weeks and I probably 40 before the end of the year. So, yeah, the best way it's such a great marketing tool to speak about your ideas Best, yes, yes, absolutely, and you can't really talk about technology without talking AI right. Not anymore.

Not anymore.

Yeah, a year ago it was still possible. Now, yeah, if you're, if you're not embracing AI right now, you are going to be left in the dirt. You're going to have a lot of problems competing because, as you said at the beginning, it is all. If you want to grow your reach, you need to post more. Like I've been traveling the US for in an RV for 13 months now. We've my girlfriend and I are Canadian, but we've been all over the place and I met some content creators back in Austin, texas, this year where they have multiple millions of followers on all platforms. Like they're there, some of the best in the world at what they do. I was at the gym with 10 grand of equipment. My girlfriend was recording me and he the main guys like hold on, what are you doing here? And we started talking. We became friends. He's one of my friends now, but you know the big. The best advice he gave me is exactly that. He's like. I asked him. I'm like how do I build my audience? Post more, ok, how many times? Four or five times, minimum a day. I'm like how can I make that happen without building a team? How can I make this happen without trying to find a way to streamline and optimize all of my content creation workflow. There's no way. There's no way, even if I do this full time, four, five, six times a day is insane. It's an insane amount. But yet look at Alex Hormosi, look at Gary V. Alex Hormosi says he posed between men and his wife 250 times a week. Gary V says for years he's been saying that he's toasting 64 times a day. It's insane, it's absolutely insane. But if guys like them are the best at what they do, do it. Guess what. It applies to us too.

Yes, yes. I was listening to a video by Gary V the other day and he was talking about LinkedIn and YouTube and he says minimum three times a day. I'm thinking to myself that sounds like a lie. And now you're telling me.

It is, but you know what? Another thing that Gary V did, like years ago, he was speaking about how you can repurpose your content. Be intelligent in the way that you do it. So let's say one of the things that you need to understand as a content creator, and to put it into context a content creator is anybody that posts content. It doesn't matter that it's personal, it doesn't matter that it's. You can be a coach, you can be a podcaster, you could be an agency, you could be somebody that you could be a plumber. I've redone websites for plumbers in order to get them more, more attraction. So it could be. You could be the owner of a e-commerce motor, like brick and mortar. If you use social media, which is the greatest marketing tool ever invented, you're a content creator, but you need to understand what platform does what. Who's the audience that's on that platform? What type of content do they want to see? How do you craft your content in order to reach those people? How do you make sure that they will listen to you? Ai is great to help you, but AI is not replacing us anytime soon, like. There's a human touch that needs to be done there and this is the important factor. You need to understand what works where. Yeah, you need to be authentic, because a guy like Gary Vee can post 70 times a day. If you don't, if his message doesn't resonate with you, are you going to listen to his video? No, absolutely not. So you can post all you want, but, sorry to say it that way, if your message sucks, if people don't feel, no, but if people don't feel you, if they don't if you don't resonate with them, they're not going to listen to you. We have an attention span of less than six seconds. Yeah, and we're going to be very fast at just tip, tip, tip, yeah.

Yeah, you saying that brought something back to mind that someone said that there's no competition in podcasting. And the real, the real no competition part, I think, is the personalization of your podcast, of your message, right, but it's even further than that.

I started my first podcast three and a half years ago. I've recorded at least 300 since then, but I started it with the simple idea that I would develop my skills as somebody that was in sales for more than 12 years. I read a lot. As you can see. Behind me there's books, but I'm in an RV. This is a tent. I have about 30 books with me. I probably have three or four hundred back at home. So psychology shows you how important it is to know how to craft your message, and this is why podcasting made sense to me. I could apply everything that I've learned through my sales career NLP psychology and try to see how can I create content that will inspire people. And podcasting is the best way to do it because it's long form, so you can just go on a rant for an hour if you want. If you're not comfortable doing an hour rent, you can have people on your podcast with you, like what we're doing right now that hopefully informs and inspires, helps your audience. So there's so many ways, but podcasting is so great to me because long form content is dying, Like. Our attention span is so short right now that you know science says about six seconds. I can tell you it's more like two or three. When it comes to social media, you have this. This is the time you have to capture attention. So if you consider that reels are the king of content nowadays, so when I do a podcast to this day, when I record my podcast now, I don't even think about it in a way that is somebody going to listen to it for an hour. I don't even care if people listen to it for an hour. In my head I'm like how can I disseminate all my ideas in a short factor, in a short form, Like reels? When I'm recording a podcast, in my head I'm like, okay, how do I create 10, 15 reels that will resonate with people? Once it resonates with people, now they're going to go to my long form content in order to listen to it. But marketing teaches you that you need at least seven to eight touch point with your cross-tech customer in order for them to trust you. That means I need seven or eight reels for one person to say I like this guy, I trust this guy, I'm going to go listen to his long form content or I'm going to buy his coaching services or I'm going to read his book, whatever, but seven times. I have two choices. I can do seven hours of podcasting, hoping that that same person listens to seven hours of me ranting, or I create seven pieces of content that is 20 seconds to one minute long and I establish those points of contact like this I can do this within one podcast.

Yeah, that makes absolute sense and the touch points is probably what it's going to resonate. With someone new, a new podcast, I was thinking where am I going to find the time to do all that posting? If you could zero in on those touch points and just create from there, that might be it right.

For too long you're 100% right and for too long I was creating content because I enjoyed it. So let's say that I would sit down with you because I find you inspiring. I would. As a sales guy, I would not even need to prepare because I know who I'm speaking to. I know my intro, I know my outro. It can last half an hour, like it can last three hours. I didn't care. But I never got into it with a plan to say this is what my end goal is. All I wanted to do is to speak to inspiring people that I know would resonate with my audience. I've been able to grow my audience from a few thousand to more than 100,000 in this past year, to go from a few thousand views a month to five to 10 million views a month. But how did I do that? Did I do that by convincing everybody that they should listen to my hour podcast and by just oh, you should listen to me, shoot the breeze with somebody else? No, I'm creating content with the understanding of who I'm speaking to. Why would they listen to me? Because our intention is, when you think about it, our most important thing we possess in life as human beings is archetype. You might not, most people don't realize it, but deep down in their heads they know If they listen to your content. That's the greatest gift they can never give you, because we don't know how much time we have. So I'm giving you an invaluable asset my most important. So the least I can do is to cater content that will resonate with you. Yes, podcasting. When you get into a podcast to say this is what there's 10 points I want to speak to my guest with. I know that by the end I can have 10 reels I will take. I'll chop out the question, I'll just chop, I'll just put his answer, I'll chop it down to 20 seconds to a minute and then pop, I'm going to post this. That's it. That's all the content I'm going to post. I'm going to say this reel was taken part of a long form content. The full podcast is available here and please go listen to it, because this is just one of many good advice that you need to hear. But this is the understanding. But that works on Instagram, that works on TikTok doesn't work on LinkedIn. Linkedin likes written content. That's why AI is so important, because I can go into AI and say, hey, transcribe my podcast, transcribe those reels, shove it into chat GPT and say, okay, what I want to do is you take this to write me a full length blog Awesome. Once it has the blog, you use it as a structure. You reword it so that it's you. So I normally take what they suggest. I take 10 or 15% of it. I remove all the rest. I rewrite it all. I post that on one of my websites. Then I ask it again. I'm like hey, take this blog, turn it into a LinkedIn post Awesome. I take the structure, rewrite it, post it. Hey, change it into a Facebook post. Pow Now. I created a full length blog, a LinkedIn written content, a Facebook one. I created a reel on Instagram. I created a reel on TikTok. I created a reel on YouTube. I could take and say a two liner, resume that reel into one sentence and post it on Twitter. Right there, I have seven pieces of content. Makes sense. Now do that six more times. And that's what GaryVee does. It's insane. It's absolutely insane.

It is, but it sounds so simple and, yeah, I think it's processed right.

But this is why you know, a lot of people create content just to create content, because it's fun, they like it, it's interesting. Some are naturally good at it, so it resonates with people automatically. But the average person is not good at creating content. The average person really sucks at it and it's okay. They might have a great message, but they need to know okay, this is where it starts. This is what the end, this is the end product that I want. What do I have to develop as per my skills and my knowledge? And this is what I do with all my customers. That's part of the strategy is to say what are my natural skills? How do I take those natural skills and develop them and create a brand and message around the way I deliver my message? I I'm not, I am not one that will ever tell you you should develop your weakness. I don't care about your weaknesses. Yes, I know what they are. I want you to build on your strength and then we can craft a message. We'll understand who your audience is, who your niches, will develop a message and then we'll make, we'll do a branding around it, like putting nice colors and a bow around it. So it's all perfect. People like what it looks like, but then the the style is really developed around you as a person. Once that done, you can use AI to start creating content. Like I cheat. I treat chat GPT as One of my employees. I have employees. There are video editors. Yeah, and, and you know what, I'm Canadian, so I say please and thank you. So please can you create, help me create this on this towel, thank you. So chat GPT, to me, is a Brilliant place to do brainstorming, get ideas of content creation. Use it to kind of. There's other AI platform that you can use that will help you Cut long form format into shorter, although, yes, my guys do a 10 times better job than the best. The best app out there for video editing, like long form content, is opus Opus Pro, and it still does not do that great of a job, is it okay? Yes, if you're trying to create content, that is amazing. It's not good enough yet. You still need to spend a lot of time editing it, but, again, it's all about creating that structure. Once you have the understanding of your, your whole process, what are the skills that you need? You can start incorporating the tools that will make it easier, easier, that will streamline, optimize, yes, repurpose, because there are to transcribe a real. There's a nap. There's an AI software that does, though. There's an AI software like chat GPT, that will rewrite it for you so that you edit it yourself. It can help you. There's an AI that can help you, whatever what you're doing. Yes, can it help you, but you need to. If you put garbage into those AI tools, they will spit out garbage, not make your content great. Yeah, help you make it great. They will help you save time, but it's on you to have the skills that you need in order to create good content.

Yes.

Content, should I say.

Yes, definitely, and the one we're talking about tools on there to two great tools for helping with what you're talking about, but sprout the hosting platform as co-hosts. That will Break down all your content into blog posts and clips, and you know segments and show notes, and also Riverside will do the real clips for you.

So does this stream yard, which is a?

I use those the same thing, yeah okay and yeah, so there are lots of tools that can help us with making like easier.

Chat GPT is great. Yeah, a lot of my editing. Although I have video editors on stuff, I tend to leave them to edit my client stuff and I like to my own stuff because I, yeah, always working on my personal style and nobody understands me more than I do and I do a lot of my content editing, like even if I record on the camera that one of the cameras, that is, that I have AI and cameras. I do a bit of the editing on Premiere Pro, but most of the editing I still do on my phone because it's once you understand an app like, let's say, cap cut Amazing, absolutely amazing and powerful. It makes your life so easier, much easier. But it can like just the auto caption. It's so great and that's AI. We don't realize it. But I think a video and say, auto, give me auto caption. I wanted appearing this in this style, with those colors. You click enter, takes 15 seconds and it's done Okay. So there's a lot to me. Chat GPT and CapCut I use every day, multiple times a day. They change the way I create content, but I do a lot of writing. I'm a writer like, I've rolled a book, I'm writing my second one. I've taken a lot of courses on copywriting, so those I understand what I need. Like I'm writing a course right now on how to incorporate AI, and just this morning I finished two new chapters and I run them through chat GPT. I just say, hey, what do you think about this? This is I provide context. This is what I'm trying to accomplish. This is my audience. What do you think? And I've built multiple apps within chat GPT to help on every type of content that I do. So this is something I provide to my clients so they can just jump in. The AI is trained to ask specific questions, but it's brutally honest. It will tell you what's good, what doesn't, what needs improvement. And this is why chat GPT is so great.

Yeah, yeah. Now I've used Google Bart. What's your opinion on Google Bart?

Have not taken the time to develop it yet. It's not there yet. I know this for a fact. I looked at it enough to know that they're not there. Google being Google, are they going to beat chat GPT two years from now? Possibly? Maybe Microsoft was saying yesterday or yeah, I think it was yesterday they released an article saying that they hired the original owner, the guy that started the chat GPT to be part of their team. So you know chat GPT has, you know it has a massive advantage over everybody else because it didn't get longer than anybody out there. Yeah, microsoft has massive teams. Google handles I think between 90 and 95% of the world's research goes through Google. So they have, and it's all done through AI, so they do have the AI in the back end that's already running. How long is it going to take them to duplicate or to make something like chat GPT better? It'll probably take a long time.

Yeah, they do, but because they have the search engine to give you the keywords in your writing and they're not doing it. Not yet, not yet.

But, the thing is is that they can do. They're so smart that they can. You know, in my last work as a sales engineer. I did a lot of back engineering, so reverse engineering. So it's easy for them to start with a platform to say, okay, how does it do, how does it act? Is that AI reacting to what I'm asking? How can I duplicate that and make it better? Plus, they have a massive. How many hundreds and thousands of times bigger is Google compared to open AI that created chat, gpt? Right, yeah, so they'll get there. It's just a matter of time before they can. Yeah.

Okay, all right. What is the Alpha Creator Blueprint? Can you tell us about that?

Absolutely so. To put it into context, I do. I have a digital marketing agency, so I do help people with every content, like every portion of the content creation. So motion in front of the camera. I've been to some of my clients with my equipment 20 grand of equipment, cameras, light and act like a director. This is what you need. Okay, those are the skills that you need. You're going to hate me, I'm telling you. You're not going to like me, but I got a customer that we took. From the beginning. He was not very good in front of the camera, one of the most knowledgeable guy I've ever met. Now, six months later, he is amazing in front of the camera. But I'm telling you, when we first started, he was swearing at me, calling me names. He's like, no, not doing it and I'm come on, but it's okay, it's fine. You're not hurting my feelings, but I do full service, like him. We do everything. All he does now is record the content and he does it our way. We do everything, from the repurposing, from the ebook creation to the website, to his reels that he posts every day. I still give him comment. We do the. We do everything for him. All he does is the video recording, but the Alpha creator blueprint, what it is is. Not everybody is to the point where he is that's ready to invest thousands and thousands of dollars every month in order to have a full fledged service. Some people are who I was three and a half years ago and this is why I wrote this. So basically, I give tricks on how to create rapport, for example, all the things that I've learned over 10 years and 12 year career. How do you interact with people? Because, at the end of the day, if you're not able to, you can craft the best message in the world. If you're not authentic, if you don't know how to create rapport, how to connect, deep, meaningful connection with the people on the other side of the lens, you'll never be successful. So I'm writing it in a way right now, because now I do all one-on-one. Everything I do is through the strategies one-on-one. We develop your skills, we integrate AI where it makes sense, we develop your strategy as to where do I post, when do I post, what type of content do I post? And we build and I'm a big fan of analyzing numbers, because numbers don't lie. If it works, it works. Let's duplicate it. Let's figure out why it worked. Duplicate it so that you go viral all the time. What did work? Let's scratch it. Who cares how you feel, if you like creating that type of content? I don't care. Does it work? Yes, let's do more. It doesn't work? Okay, why didn't it work? Can we make it better? We'll try. If it doesn't work, scrap it and let's concentrate on what works. So the program is this. So it's split into five different modules, if you will, and that's what we approach. Right now, I'm doing it one-on-one, but starting in January, I will have a full-fledged online course where you don't even need to interact with me. I will have it in a way that it's all structured. Every week we'll have some calls so that if you have questions, I'm there to help. We'll have calls where people can join. But the goal is this it's really to make it cheap, so that people don't have to waste their next two, three years figuring out what I figured out. You can get that course, go through it within a couple of weeks and then you'll understand where to start. I recommend there are some things like creating rapport. I could do a full program on this, but I'd rather give you books that I've read. I'm a big reader so I can tell you go see, this guy Is the X guy. Does that guy change my life? So follow this guy. Once you're done, tell me, we'll start incorporating it. So this is a bit of the idea is to understand how to develop your natural skills, and where does AI fit in? What type of equipment should you buy? Because that's another thing. We tend to spend a lot of money and God knows that I was one of them to spend so much money on equipment that we don't even need. So much of my content is built on this and I get millions of views every month with this, with my phone. Sometimes I don't even put an external microphone on it, I just talk on my phone. I just know how to record, change my angles, I know how to edit with some effects that it's appealing to people. But so this is what the course is all about what AI work and AI help you, which app you should use, how to read the numbers, how to get better without necessarily having to be with me all the time. You can do it on your own, but if you have questions, I'm there.

Okay, all right, and how can we get in touch with you?

plproductionco. That is the website where all my services are, and everything that I do is on there. When it comes to teaching content creation, it's all on there.

Okay, all right. So we'll put that link on the show notes, so all right. So thank you, nikolagan, for coming and talking to us today. And tools of the podcast trade. I want you to give one or two pieces of advice to aspiring podcasters before you go post every day.

This is the first thing you need to do. Okay, try to post minimum once a day. And the second thing you should develop as a podcaster is how to get good in front of that camera. So not only should you listen to your podcast and cringe and, believe me, I know how cringey it is to listen to yourself. I hate it, but you need to. You need to analyze what you say, how you said it, how much, because you know one of the things that if you notice the way I talk, I don't have any filler words. I don't think I studied politicians in the way that they speak, so I tend to slow down my speech tempo to about 70 or 80 percent, because psychologically, this is where you grab attention. It's like hypnotic. People listen to you and instead of, I'll leave a blank and while I gather my thoughts. So those are tricks that you can start doing right now. Just try to think before you speak so that your language is more appealing, because nobody likes somebody that's always. So post every day, listen to your podcast and be extremely judgmental of yourself. Be hard on yourself.

I appreciate you, Nico, for coming and talking to us.

Yeah thank you Absolutely. Thanks for having me on, thanks for your time. I appreciate it.