68 | Ryan Doser on Smarter AI Marketing Strategies

AI can generate endless content, but does that create real results? 

Ryan Doser joins Audrey Chia to explain why quality, trust, and original thinking matter more than ever in modern marketing. Drawing from his experience running an AI-first marketing agency and YouTube channel, Ryan shares how SEO-driven YouTube content fuels his growth, how Claude Code powers his workflows, and why personal brands outperform faceless automation strategies. The conversation also explores how marketers can stay competitive as AI reshapes entry-level roles and workflows. 

Listen in for practical guidance on using AI to solve real business problems, not just follow trends.

Join my weekly Newsletter: https://lp.closewithcopy.co/welcome 

Transcript

Audrey Chia 0:00

Hello and welcome back to the AI Marketers Playbook, where we cover actionable frameworks to help you leverage AI and marketing strategies in your business. My name is Audrey Chia and I'm your host, and today I have with me Ryan Doser. Now Ryan is an AI marketing expert who helps business owners, marketers, and creators get real world results with ai. He runs a six figure. AI first marketing agency, a YouTube channel with more than 33,000 subscribers that's focused on practical AI marketing workflows, and he has a growing AI community of over 700 members. Now, Ryan's work has also been featured on fors Yahoo Finance, the Daily Upside amongst others. So today we are gonna talk about why most AI marketing advice is actually backwards. And what can Clark do for marketers? Ryan, I am super excited to chat with you. Welcome to this show,

Ryan Doser 0:52

Audrey. Thank you so much for having me. It's great to be here.

Audrey Chia 0:55

I would love to hear from you, Ryan, were you always in the marketing space and what got you into YouTube?'cause that's a, that's your main channel, right?

Ryan Doser 1:03

Yeah, absolutely. So I've been in the marketing industry for over a decade now. I probably got my start 2015, I would say, in an internship when I was in college at the University of Northern Iowa. Uh, really just expanded from there. Got my first role as a paid search strategist at Meredith Corporation who owns, you know, it's Dash and then at People Inc. Now. So they own like. People Magazine, better Homes and Gardens. So I was running paid ads for all these huge media brands. And so that's where I got my start there. And then that fast forwarded into YouTube probably in 2022 and 2023. I saw this huge opportunity, Audrey, where Chat GPT came out to the masses. I believe it was 2022. And I thought to myself, and I was kind of forward thinking in this way. I need to get ahead of this and become a thought leader or an actual expert in the AI marketing space because I knew when Chat GPT came out that this was going to explode. I was using Jasper, formerly known as Jarvis AI before chat. GPT came out back in like 2021, which was actually using GPT two via the API behind the scenes. I just had no idea how this stuff worked at the time, and I thought it was the coolest thing. And so once Chad GPT came out, I was like, you know what? I need to attack this, start building my personal brand in the AI marketing space. And I've been consistent probably, I believe it's almost been three years, two and a half years since I started on YouTube and have just tried to stay consistent. And it's very difficult to do that as you know. It's starting to compound and pay dividends as time goes on.

Audrey Chia 2:22

Wow, that's amazing to hear. I think a lot of folks, they talk about building their personal brands, but not many people actually, you know, take that first step. And a platform like YouTube is, I would say, particularly hard. How has that process been for you, going from Zero to really putting out high quality YouTube videos consistently?

Ryan Doser 2:40

Yeah, absolutely. So the zero, your first zero to 1000 subscribers. I call it a dog fight. It's, it's probably the most difficult time in your process of trying to build a brand on YouTube. Once you hit that thousand subscribers, it gets, I wouldn't say easier, but it gets a little better because you're more credible, you're monetized. YouTube's gonna start promoting your content to other people more likely, versus if you're a brand new channel. But you really just have to stay consistent and focus on authentic. High quality long form videos. I, I see all this garbage today now where it's like faceless AI video automations, faceless video factories. And it's like that might work in the short term and try to make some side money here and there. But if you're trying to actually build a reputable, sustainable personal brand and business, you need to be putting out consistent, high quality, long form content that's also SEO optimized. So Audrey, this is where my SEO background kick. Then I, I transported that to YouTube and I said, there are some really high quality keywords here. And I noticed that the competition on YouTube didn't, didn't focus on SEO. They're just trying to go viral, right? That's the advice that we see everywhere, is just try to make these videos, try to go viral. But I'll tell you, my best performing videos on YouTube, not only from a view standpoint, but from ones that have generated me a lot of revenue and consulting, affiliate deals, community signups, are all keyword based, right? So finding popular AI tools. Doing reviews on those. So like Plato is a good example. If you search Plato review, I'm in the AI generated results. My YouTube video ranks one, and I also have a blog post ranking two or three, so I'm all over that keyword, right? So the SEO side of things really helped propelled my channel, and you have to stay consistent with it as well.

Audrey Chia 4:11

Yeah, I think it's really interesting you say that, right? Because not many people think about SEO on YouTube, uh, in particular, and the fact that you have found such an interesting strategy to win also demonstrate like your expertise and how you can translate that background into a different platform. Now, let's talk a bit about that AI and marketing side of things. I know, Ryan, you have a point of view that most AI marketing advice today is kind of backwards. Can you tell us more about that?

Ryan Doser 4:37

Yeah, I could ramble about this forever, Audrey, but there's a lot of things that I would say are, I don't know, errors or fallacies in my mind. Like marketers tend to have this obsession towards volume, I would say is one of'em, right? Where if we can write a hundred blog posts or if we can write a hundred social media posts. Problem solved. But the problem with that is that volume is so cheap now in the age of AI where it can create a million blog posts in a minute where, where that's where the models are, and that's where these automations are. They're so good at this point that if what you're putting out there isn't quality and you don't actually know what moves the needle for a particular niche or industry, it's completely irrelevant. Like this idea that we can just pump out as many articles, as many posts as we want, and results are just gonna follow. Like that's a fallacy that I see everywhere across the marketing industry is that volume equals success. But actually there's more of a lean towards quality now because AI slop is just everywhere. You look all over social media, YouTube, any written articles. Now these days, like, I don't know, there just needs to be more of an emphasis on quality and subject matter expertise because volume is becoming cheaper and cheaper.

Audrey Chia 5:38

Yes. And I think people are getting more and more overwhelmed, especially when you see so much content out there, right? So I, I think people are also switching off intentionally if they recognize something as ai, immediately your mind's like, Hmm, I'm not sure I wanna go there.'cause. It feels like there is no human touch and there is no, you know, thinking behind it. What is perhaps like one mistake you see many marketers or businesses, uh, make?

Ryan Doser 6:01

Yeah, in terms of the human touch, I think that's a huge one. You know, I think a lot of companies are still trying to hide behind their brands, whether they're for a small local company or a big brand, but I think that's a huge mistake. I actually think personal brands are gonna become more important as time goes on. We're living in what I call right now, Audrey, the trust recession. And you alluded to this earlier, where we're now at the point where we read something, we listen to something, we watch something, and we can't tell us something's real or AI because the models are so good right now. So how do you overcome that? Well, you need to establish a personal brand with an audience that they can trust, that they can relate to. Because strong personal brands correlate to a lot of business success. They correlate to a lot of great connections that I made. And like bi businesses need to understand that they need to put, whether it's their CEO founder, you know, someone on the C-suite, right? They need to put an actual personal brand to connect with their audience because as time goes on, it's just gonna be harder and harder to build trust if you're just hiding behind a logo like most companies are today.

Audrey Chia 6:57

Yes. I think it's also interesting that you mentioned how CEOs also need to be a bit more visible. Um, in the past, people used to trust brands, maybe ads used to work. I'm a copywriter myself, so I can say that, but right now I would say that a lot of people are not trusting ads as much. It's becoming less and less effective. It's very expensive to run. And right now I, in fact, I think the shift is towards, um, people trusting other people, which then also means that. You as a company, CEO needs to be out there or you as the lead needs to be out there. Ryan, I'm curious to know why did you pick YouTube of all platforms?

Ryan Doser 7:30

There's a lot of reasons why I am super bullish on YouTube. Audrey, not only is it owned by Google, right, one of the biggest companies in the world to kind of fuel them. But also they're the second most popular website in the world. They're the second largest search engine in the world, and a lot of people don't understand that LLMs and even Google search results, YouTube is one of the most cited sources. So if you're trying to show up in citations on chat, GPT, Claude Perplexity, roc, et cetera. They're pulling YouTube and I think Reddit might be up there as one and two as those top two cited sources. Not to mention that YouTube comes with transcripts, so you can use AI and automations to repurpose any form of YouTube video into short form content variations. This is exactly what I do, right? Whether that's written blog posts, email newsletters, social media posts, creating short form clips that can then be repurposed on TikTok, Instagram or YouTube shorts. Right? So I just think that anyone's content foundation today must start on YouTube for all of those reasons that I alluded to.

Audrey Chia 8:27

It's so powerful when you have such a good quality based resource to will offer, right? Because if you set it off with, for example, an Instagram post, then you start view content from it, you might find it. An uphill battle versus you having really high quality resource from the start. Now, Ryan, tell us more about how AI actually runs your business. What are you currently doing and what is actually possible right now?

Ryan Doser 8:50

Yeah, I don't know how much you want me to get into here, but I literally, I'm spending probably eight to 10 hours a day inside Claude Code right now. So I started using Claude Code probably I would say beginning of this year is when I fully dove in. I was always kind of, I wouldn't say against it, but I'm non-technical. You hear the word terminal, you hear the word code, and it kind of deters you away a little bit. But I'm not sure how much you've used Claude Code or Codex Audrey, but the more that I dive into this. The more that I'm learning stuff every single day, the light bulb seems to click more. And so, like for instance, I don't know if you want me to screen share right now and I can just kind of show you what I'm working on. Um, so if I share my screen here, I'm gonna pull up exactly just some examples. Of what these workflows look like. And so for instance, this is, so this is my setup right now. So I'm using Visual Studio Code, which is an IDE, similar to Cursor or Google Anti-Gravity. You can use Claude Code also in the terminal. You can use it in the Claude Desktop app. So there's various ways to use Claude Code. This is just my preference right now and the reason for this. Is that you'll see here I also have Codex, which is open AI's AI coding agent. So that's a competitor to Claude Code. But you can use these in tandem together inside an IDE, like Visual Studio Code. So it's not either Codex, either Claude code, you should be using them together, and so a real world use case here, if I go over to my main folder, click my dropdown. You'll notice I have what are called skill markdown files. So a skill markdown file is essentially an SOP for an AI agent. And so you'll notice here I have a ton of different skills for emails, blog posts, writing keyword research, anti slop landing pages. And so one skill in particular that I use a lot is this web designer skill. And you can actually get a version of this for free inside Andros official GitHub repository. So Enro owns Claude Code. You can download their front end design skill and repackage it however you want, which is what I did. Just to show you some real world examples of how I use this. So I have a digital product here where I use this Claude Code web design skill where I'm essentially selling my 25 plus Claude code skills. And this has been purchased, I think like over 3000,$4,000 worth at this point with some very soft. CTAs and like emails. And if you go to my website, you'll see that there's a call to action on the bottom here to get my skill stack. So that's one example. Another example is a real world marketing client. This is a local tire installation company in Des Moines, Iowa. I literally took their main website, bought a domain on CloudFare, I gave it the the website, and I said, Hey. You know, create me a landing page using their brand guide, using their logo, their colors, their style, their typography, and it spun up this landing page with that Claude Code web design skill. Now it's optimized for mobile, so there's a floating call button'cause he's trying to drive as many phone calls as possible here. But that took about 30 minutes now because that skill is so fine tuned, right? Here's another real world example. Whoops. That's the wrong landing page, actually. Um, classic right, right on the call. But here's another real world example of another client that I have where I used that Claude Code web design skill. Gave it the brand guide, came in here, did all the colors, the images, and all this stuff, and it even went above and beyond here, Audrey. Found some relevant statistics related to dental IT that it could put on here. That's, you know, important to a potential lead coming in here That's a dentist office or A DSO, right? So those are a few examples here. I also vibe coded a social media dashboard along with just an AI marketing interface here that kind of keeps me sane on my day-to-day tasks and monitors my social media every day. Um, I also have a website called ryan dozer.com. Uh, this is gonna be a little granular or in the weeds here. Um, but I started this about two months ago and with no backlink profile, no authority, nothing, it's actually gaining a lot of traction here. Now, a lot of this is vanity metrics, so to say right now, um, but it is driving conversions for my digital product right here, which I have everywhere throughout my website as kind of a call to action. And so just a real world example of how this works quickly. If I go to my YouTube channel, this is my exact process that I use for every single video that I publish. If we look at my latest video as an example, how I create 30 days of social content in 15 minutes, I have a skill inside Claude Code that automatically repurposes that into a blog post on my WordPress site. So if I pull up Claude code again here. This is what's called the SEO Blog Post Writer Skill. Now, this is probably, I would say a brain dump of probably my 10 years of SEO knowledge packed into this one skill here. Um, and I need to condense this, and you always need to fine tune these skills. It's never just take the skill and go. You just have to keep reiterating and refining. But long story short, what that skill does is I have my, you know, WordPress site connected via MCP to Claude Code as a connection. And so I simply give it a YouTube video, URL, click copy, come into Claude code, and then I simply come in here. I believe this is the actual task. I come in here. I paste that YouTube video, URLI give it some context on keywords. I give it a title, some other links if I want. And then it goes through this entire process and actually writes the blog post by itself, uploads it to WordPress, and if I pull up the actual article, this is what blows me away. After hours of reiterating this, it automatically embeds the YouTube video, automatically watches the video, takes screenshots of the video, compresses it, gives it an alt text. The title, uploads it to WordPress into a section that makes sense. Adds proper H two H three hierarchy adds proper external links from all the stuff that I talked about in the YouTube video description adds internal links from my XML site map, FAQs, author, bio. And then I even added some custom code for every blog post to try to drive more opt-ins to my email list too. Right. Wow. So there's just so much stuff here you can do, and I'll stop sharing right there before I just keep going on and on and nerding out here. But. I hope I kind of opened your eyes a little bit to just some of the possibilities that you can do with this.

Audrey Chia 14:34

Wow. It's so, it's so powerful that you're also taking your knowledge and then turning into skills, and then now Claude is just running it for you. I have a few follow up questions, so I, right. Claude is still really new to me. I potter over from chat GBT to CLO probably, um, in the past two months. And I've been exploring, um, cowork. So my question is. For someone who's new to Claude there's Chat there's Cowork there's, you know, code. Where do you begin and, and why do you pick code?

Ryan Doser 15:00

Well, if you're brand new to Claude, I would first start with the Claude web app, right? So just claude.ai and start diving in and learning projects and how to build skills like I would start there. Cowork, I would say is more of a user friendly version, or a wrapper of Claude Code is the best way I would describe it, right? I've, I've scratched the surface on cowork, but because I'm using Claude code every day. It's super irrelevant now for me to even spend any time in cowork, but if I were you, Audrey, or anyone listening or watching to this, I would challenge you to just try Claude code and you're not gonna regret that decision. I, I would skip cowork altogether. Unless you're working in a bigger team where you know you have multiple employees, you need to share certain things and share skills, and like more of a project focus. I would skip that all together. If you're working for yourself or you have a very small team and just go straight into Claude Code, dive in, figure it out, and just. Keep reiterating your skill markdown files.

Audrey Chia 15:50

Wow. And for marketers who are not technical, I know you mentioned that you are not tech technical yourself. How was that transition for you? How was that learning process of learning how to use it, but also then, you know, building on your own personal skillset?

Ryan Doser 16:02

Yeah, it's like anything at first, right? I mean, anything somewhat technical is gonna be a learning curve, but you know what, Audrey, like, you just have to get over it because in the name of the game of where we're at right now in 2026 and the age of AI marketing, like, I hate to say this, but like if you. Don't understand like the basics of Claude Code or Codex, and you refuse to start learning some of these technical things. Well, there's gonna be many marketers that are gonna surpass you tomorrow because they took the initiative. They said, you know what? Who cares if I'm not technical? I'm still gonna dive in and learn this stuff. Anyways, I think. A lot of marketers try to hide behind, I'm not technical, and just kind of use that as an excuse to just kind of not take the next step and move on. I mean, I was there, right? I'm not trying to call anyone out. I was there for a little bit saying, I'm not technical. I'm not gonna use Claude Code That's for developers. Why would I do that? And then I just took the leap one day, started diving in, and my efficiency has improved immensely ever since I started using this.

Audrey Chia 16:54

Wow. I really like what you said about their mindset, right? Their ability to say, you know what? It's gonna be hard, but I'm gonna learn it anyway'cause this is the future. And we just gotta realize that we can't just operate in the same lane as we used to. And now it's also tied to build our own skillsets. As AI progresses.

Ryan Doser 17:10

I'll tell you this Audrey quick too. If you're a marketer who decides to dive into Claude Code, you will be in the top 1% right now. I'm not sure how long that's gonna, and I'm not saying just Claude Code, Claude Code or Codex, I would say one of those two, if not both, you're gonna be in the top 1% of all marketers right now, and I'm not sure how long this period of leverage is going to last, so I wanted to call that out quickly.

Audrey Chia 17:30

Yeah, thanks for also sharing that'cause AI progresses so quickly. Right. But like what you say, I don't think it hurts to have an open mind. I don't think it hurts to have curiosity and I don't think it hurts to try. And with that in mind, you can unlock so many other things. So Ryan, um, where do you think businesses are getting or can get the biggest leverage from AI right now? Based on what you have experimented with and what you have seen?

Ryan Doser 17:51

Yeah, so a lot of times like businesses tip me up all the time. They're like, yo, how do I use ai Ryan, help me out. Right? And it's like, I always tell them, what are some problems that you have right now that are taking 5, 10, 15, 20 hours a week that you wish could be automated or, you know, AI could handle it? Right? That's where I would start. It's not a what AI tool should I use? It's what are the problems do I have and how can AI figure out a solution for me? And so a real world example of this would be content creation, content repurposing, content distribution like we talked about earlier. It's so easy to start a podcast these days with platforms like Riverside, like we're on or DS script. Just sit down and talk for 30 minutes a week to film a long form episode of real authentic thoughts to position yourself as a leader in your industry, and then you can use AI to repurpose and redistribute. All the other content and then boom, your content strategy is good to go, right? Or another one would be lead follow ups. There's a lot of lead generation businesses that I work with that they're still doing things manually. They're not having AI nurture or follow up on leads when they fill out a form and sending an email and drip sequences and all these other things you can do in the lead gen space. So those are two, I would say, real world examples right now that I think most businesses and business owners can start thinking about leveraging AI and automations to their advantage.

Audrey Chia 19:04

Definitely. I would like to circle back to the thought that you shared previously. So when we first began the conversation, we talked about how there is so much content out there, right? So as businesses also try using AI to create more content, how do you think they can pull themselves apart from everyone else who is also generating content at scale?

Ryan Doser 19:22

Yeah, gen, uh, I would say long form, authentic video, right? I'm not talking about clones, although I do have a, Hey, gen clone that I've used in the past. I'm talking about actually showing up Audrey, like we are right now, where we can establish trust with an audience. We can establish ourselves as. Thought leaders in whatever industry we're in, and the best part is this is taking our actual transcript and our voice and our words right now so we can use AI to repurpose the exact words that we're saying. We're not taking some random YouTube video from Alex from Moey and saying, you know, repurpose this into 30 blog posts or 30 social media posts. That's what most people are doing with AI because they don't wanna show up and put in the extra effort to actually get on a podcast. Whatever it's themselves or being featured, say your authentic, raw thoughts and then have AI just repurpose that because it's your original thoughts. That's the big difference here.

Audrey Chia 20:10

Yes, definitely. In your case, what do you think sets you apart from other YouTubers out there? How did you figure out your own strategy?

Ryan Doser 20:18

I'll be honest, I, I think I tell the truth, right? I'm not saying that a lot of YouTubers don't tell the truth, but I would say most YouTubers in the AI space, I've made several videos and posts kind of rambling about this. They play the YouTube game, not the creating content that's actually reality game, right? So whenever there's a new update, whether it's like Claude Mythos or Claude this Chat, GPT, that. Boom, boom, boom. New video today, new video tomorrow, new video the next day. Trying to just capitalize on all this hype and trends to keep people confused and coming back and clicking. And it's like if you're a consumer and you think you're gonna get ahead by watching a hundred AI videos a day about the latest updates, you're actually falling further behind, ironically, because you're not diving in. To Claude Code or Codex, or even getting into Claude on the web app and just starting to figure out, like I said earlier, how can I use AI to solve real world problems in my business or personal life? If what you're consuming isn't helping you solve real world problems, then you should stop consuming it, and that's what a lot of these YouTubers do is that they'll just do hype video after hype video after hype video, capitalizing on trends, knowing that there's such a massive education gap in the AI space. And it really infuriates me, and I know there's nothing that I can do about it except kind of take the opposite approach, show up, tell the truth, and actually cover real world tutorials. And I think that's what separates me from a lot of people.

Audrey Chia 21:34

Wow. I also really appreciate that you are taking the time and f. Effort to experiment with the tools, master the skill, and then bring it out to the world. Cause it takes so much more time to actually use it, put it into practice, and people don't see the work that goes behind the thinking, you know?

Ryan Doser 21:47

Yeah. The

Audrey Chia 21:47

process and the strategy,

Ryan Doser 21:48

and I would also say this too, Audrey, is I have a real business on the back end of what I'm doing on YouTube, right? I have a marketing agency. A lot of these YouTubers. Selling courses. They're selling consulting communities. I'm not saying there's anything wrong with that, but I'm saying when your underlying business model depends on YouTube and YouTube alone to attract as many eyeballs as possible, that should be a red flag to you as a consumer. And unfortunately, I don't think a lot of consumers are connecting the dots here. They're just trying to consume, consume, consume, and not thinking about it. But like when you're watching someone on YouTube, you always have to ask yourself, how are they making money? What is their underlying business on the backend? And so I can proudly say that I have a marketing agency that makes up about 70% of my revenue. Now, YouTube's the other 25, 30%. But I just think that's an important distinction to make when you're consuming people.

Audrey Chia 22:31

Definitely even for me when I'm on LinkedIn, um, there are a lot of folks who just are on the platform too and consume, right? But you really only see results when you start putting in the work. So for me, my core channel is LinkedIn. I find that it has a lot of business owners and. Them reaching out because of my content, uh, is amazing because they have been nurtured and like yourself, someone would have seen many of your YouTube videos and then reach out Ryan on YouTube. I'm so curious to know what does the funnel look like? Is it a very direct approach where they, uh, reach out and say, how can we work together? Or do you actually bring them down a different sequence?

Ryan Doser 23:06

Yeah, there's several ways, right? So I have a community. I have a free AI marketing guide, and so that list, just kind of the automation, some free cloud code skills, my favorite AI marketing tools that takes people through, I think it's a 10 day email drip sequence right now, I probably need to go back and rework that. But within that drip sequence and some other email newsletters and stuff that I send out, really there's, I would say, two or three ways, right? So there's. My cloud code skills, that's a quick digital product for those who are just looking for something quick and easy to purchase and get moving. There's my community, which is free to join, and I have higher tiered options where I actually go in and do weekly live calls, screen sharing, people ask questions. And then the third tier of that is becoming an actual client of my marketing business, right? So whether that's someone that just wants consulting, whether that's someone who wants help with lead generation. I just picked up an SEO client who owns an AI SaaS company the other week, right? So there's multiple ways, but I would say it really depends on where that person is. Do they run a business? Are they just looking for something quick that they can get up and running and figure out their own stuff as they work for another company? Um, but those are kind of the, the three ways I would say right now.

Audrey Chia 24:08

I also would like to tell the listeners, if you are thinking of starting your own business, I think pick one channel, right? It's very easy to be a jack of all trades and a master of none, and I think every single platform has its own nuances. So Ryan has mastered LinkedIn, or sorry, YouTube, right? Ryan has master YouTube and for me, my main channel is LinkedIn. So at least if you understand the nuances of. Each platform, then you will start knowing how to bring in the leads there. And from there you can start repurposing the content and then figuring out a new channel. So from a content strategy point of view, um, if you're thinking of building a brand, pick one platform and then figure out where your leads are coming in. Ryan, do you find that the leads on YouTube, for example, would you say they are more business owners or um, do they. Perhaps, does YouTube serve a bigger audience? Because my perspective is LinkedIn will be more business focused and YouTube could be a wider range. What has been your experience?

Ryan Doser 24:57

And I've also gotten some leads from LinkedIn too. Right. But I also think about it this way, if we're comparing YouTube to like TikTok or Instagram, I think YouTube, the audience there is higher quality because a lot of it is people consuming long form content. I think if someone's gonna sit down and consume a 5, 10, 15 minute AI tutorial by default, at least in my mind, that's gonna be a higher quality viewer. Than someone on TikTok or Instagram who's just scrolling, looking for quick 15 or 32nd clips to hit their dopamine on some AI update. Right. But I would say for me it's a combination of LinkedIn, YouTube, and email are kind of where the highest quality leads come through.

Audrey Chia 25:31

Yes. I find that on LinkedIn there's also, um, shorter longevity for each post. So if you're posting something, it probably will only last you maybe two weeks next and you would see that. You know, the post fades away. I'm assuming Ryan, on link on YouTube. It's a much longer lifespan. Is that true?

Ryan Doser 25:47

Yeah, there's some of my videos that are still ranking for some decently competitive keywords. 3, 6, 9 a year, two years since I've made these videos. Now they're not super relevant'cause AI changes all the time, but I am still ranking for various keywords on YouTube search, and if someone's listening to this who has a YouTube channel, they're thinking about wanting to start a YouTube channel. I would always think about search intent first. What are these keywords that I'm trying to rank for in a YouTube search, right? Because people don't understand, I alluded to this earlier. YouTube is actually the second biggest search engine in the world. A lot of people go to YouTube and they're looking for solutions to their problems. Just how they would use Google except in a video format.

Audrey Chia 26:25

Wow. And I can already see how powerful it is, especially if they come in with high intent and you're able to nail the keywords and match them where they are at. Mm-hmm. So going back to perhaps talking about marketing, right? I'm curious to know, Ryan, what are your thoughts on perhaps the future of marketing? How do you think the function is going to change given the AI has taken over, perhaps. Most of the regular jobs or day-to-day tasks that you have done

Ryan Doser 26:48

well, on a higher level, Audra, I think it always comes down to distribution. Now there's own distribution and there's rented distribution. Those who actually win in the marketing game, they own their distribution, mostly coming through email lists or phone numbers or some other form of own distribution. Versus relying on social media algorithms, right, for instance, or SEO is another example of a rented form of distribution. I think if you can own your distribution, you'll be set up for success as long as your audience is relevant in high quality to whatever else you're to, whatever you're selling, for instance, whether it's a product or service.

Audrey Chia 27:20

Yes. For me, I think also figuring out the positioning, um, figuring out what makes you so different. Ryan is great because he tells you the cohort truth and he actually puts in the work, right? So show you how it's done. Um, for me, I focus on building brands that convert. So positioning, strategy, copywriting, these things are my wheelhouse. So if you're a listener, also figuring out. How do you wanna be positioned, choosing the right channel to build your brand and then owning your distribution so you don't have to rely on paying more and more money on ads. Right. Um, just to realize that ROI is just dropping year after year.

Ryan Doser 27:51

I liked what you said about being unique too, right? Because also on YouTube or just social media in general, what are people doing? Audrey? They're just copying and pasting a script or a post from Chad, sheet PT or ai, and they're just. Blasting it to the masses, but in the age of AI slop, right? People are gonna see that, whether it's the M dashes or the other slop application marks that I always say, if not this, then that, or AI comments, right? You need to actually be unique in what you're saying, and I think video is just the best way to do that, because even on text posts, sure, you might try to be unique, but again, if I see something on LinkedIn, I'm still asking myself, did AI write that? Where if I see someone show up on video. Yes, there's ways to clone and spoof, but more often than not, if you're actually showing up, it's still difficult to tell. Like if that's a clone or like, I don't know, just show up, build trust on video, and then use AI to remix and repurpose the rest. Like that's just what I encourage people to do.

Audrey Chia 28:40

Yeah, I think the trust factor is something that you can uniquely view. And video is a form where trust is still there. Um, a lot of other formats you wouldn't feel as connected to. Of course, you know the people that you are watching. Ryan, I'm curious to know, so for a business, right, let's say, let's talk about A SME. They have started using AI a little bit, right? Um, they're still confused'cause there's so much going on and there's so many things to do in your day to day. They need to pitch prospect fix things. How do they practically get started? Like, what advice will you give them, um, and. How do they actually make things happen in a clear, systematic way?

Ryan Doser 29:17

Yeah, and this might sound a little biased, me saying this, but I think it's also very useful. I think a lot of businesses should hire some form of AI consultant, or they can just pay someone to come in. Maybe it's one time, maybe it's a half a day, four to eight hours where they can actually either online or come in in person and just start to review what are your processes. Why is this taking you two hours when it should take 30 minutes? Here's how you can use AI to help you speed this process up, right? So just hire an outside lens of someone who actually understands AI as an expert in ai, and then they can provide actual advice to what you're doing in your day-to-day business. And then, then it's up to you to actually implement that yourself. But it never hurts to get a, a fresh pair of eyes outside of what you're doing.

Audrey Chia 29:57

Yes. Um, I like to say you paying time or money. All right. Sorry. So you choose one. Um, and sometimes bringing in an expert helps you to see things from a different perspective. I think one other thing you mentioned earlier in the conversation was, uh, looking for that problem to solve. All right? You say start with the n in mind. Can you tell us a bit more about that? How do you, how do businesses identify the gaps in which they can use AI to solve?

Ryan Doser 30:19

Yeah, and this goes back to the problem with most YouTubers out there, Audrey, is that all the content that you see, it's five best AI tools for this. Oh my God, here are 10 insane AI tools. I tested a hundred even though you didn't, right? It's just all these top of funnel, clickbait stuff that attracts a lot of people. But again, you have to tune that out and just ask yourself, what are these tasks that are taking me? You know, 5, 10, 15 hours a week, what is this thing costing me a thousand, 2000,$3,000 a month? Or maybe you have a useless employee. I hate to throw that out there, but there's probably a lot of useless employees floating around that AI could replace a lot of their solutions with, right? So you have to be very savvy and smart as a business owner. To look at the problem first and not chase tools because tools come and go. Tools won't accomplish anything if you don't actually understand at the core what the problem is that you're trying to solve.

Audrey Chia 31:07

Yes, starting with the N in my is definitely key. Even when I build up my own kind of like copy workflows, I always ask myself, what is my thought process? Only then you use AI to supercharge it and make it a lot more seamless. So going back to, you know, our conversation on, okay, now we have AI and we have marketers, and then we have business owners trying to bridge it all together. Where does that leave you think? The young people who are graduating or who are. Embarking in this new world where there is no one to teach them, then yet there is no one to, to figure out what's going on. What kind of advice would you give, you know, a younger um, uh, student trying to navigate everything that's going on?

Ryan Doser 31:45

Yeah. This might be a little controversial, and I'm gonna come from the perspective of my industry, which is marketing, right? I was a traditional marketing major, graduated, got a. Full-time, nine to five traditional corporate America job. And I look back to that experience and I think where we're headed now, Audrey, just from my experience in this industry, I think there's gonna be more, I would say, power in the mid to senior level marketing talent and the junior and entry level people are probably gonna end up being replaced now. It's not gonna happen anytime soon. I just think over time this is gonna happen because upper management is gonna say to that mid or senior level person, they're gonna say, Hey. You have the subject matter expertise. Now I want you to use AI to do what these entry level or junior level roles we're accomplishing. Now we're gonna pay you ideally more to do that, right? But it's going to be mid to senior level talent because they have the experience, they know what good looks like. They're gonna use AI to do what those junior and entry level roles look like. But like you at, like you said earlier. Don't lose hope. If you're a young kid, you know, who's 18, 21, 22, or younger than that. If I were you, I would figure out, okay, I would start a website. I would figure out how can I drive traffic to this, right? How can I use AI to, I don't know, maybe sell like a digital product on the side, like a skill stack, or just start trying to figure out like, how can I actually use ai? To, you know, maybe it's SEO or social media or, um, paid ads or, I don't know, just like buy a subscription to chat CP t plus or Claude Pro and just dive into one of those platforms to start. And as you start feeling more comfortable, then maybe start learning Claude Code or Codex. Because like I said earlier, if you're a marketer who understands how to use an AI coding agent like Claude Code or Codex, you're in the top 1% right now. So like, if you're a young kid and you take that initiative. And just fire up a, not even a terminal, fire up an IDE, install the cloud code extension, install codex, and just start diving around, failing, build a website, start reaching out to clients, asking if they need AI consulting help, right? You just have to get out there and also start posting your results online, right? Go to LinkedIn. What are your findings for the day? What did you learn today? Hey, I was in Claude Code today, and here's what I learned, right? Start posting about this stuff. Create a YouTube channel. Document what you're learning on YouTube and repurpose that to other platforms. So. I just think you need to take initiative. I would say that is the biggest thing right now because we were trained at such an early age, at least in America, here in our education system, that we're just supposed to sit back and let the teacher teach us and move at the speed of the class. But that is just not the case anymore of what's going on in the world. You have to take initiative yourself and start learning yourself and just keep progressing and compounding your skills over time.

Audrey Chia 34:12

I absolutely agree. I think in this day and age, you cannot wait for someone to teach you. You need to be the one to say, I'm just gonna learn it and figure it out, and then let's see how we can build something from there. And I think a lot of younger folks that I personally know are very entrepreneurial in spirit. Um, they are also so comfortable with social media that building a personal brand for them isn't that big of a task. So I would also love to encourage folks while listening, if you're a bit younger, don't be afraid to try, test and fail and just. Start fast, right? You don't have to be perfect, but you have to get started. Absolutely. And, and Ryan, we have come to the end of our podcast. Thank you so much for sharing your insights. So tell us more, where can our listeners find you and who should reach out to you?

Ryan Doser 34:53

Yeah. Thank you so much for having me, Audrey. So, Ryan Dozer on YouTube is a good place. Ryan dozer.com if you wanna follow along with my little SEO project that I have going on here. Uh, and then I also have a community called the AI Marketing Insiders. It's completely free to join. There's some free resources in there. And then I have paid plans that you can upgrade to if you wanna hop on live calls with me and whatnot. But those are probably the three best spots.

Audrey Chia 35:14

I am sure if you're a listener, you cannot wait to hop on clock code and I'm sure you're as excited as I am to get started with it. So with that, do be sure to check out Ryan's profile. He has lots of massive value on YouTube and beyond. Thank you folks for tuning in and don't forget to hit the bell for more actionable AI and marketing insights. We'll see you next week. Take care. Thanks, Audrey. Thanks Martin. Thank you so much. Bye.