👾 Leveling Up 👾

Welcome to Leveling Up. Today’s newsletter is a 4-minute read. 

Here’s what we’re going to cover: 

• Detect AI just by looking at it

• Eight secrets to LinkedIn success

• Benefits of creating content yourself

Just so you know, the Agency Owners Association (AOA) is hosting another Q&A soon. Make sure you join today to not miss it (join here). 

Thanks,

Eric Siu :)

Actionable Tip

Sometimes AI can pass AI-detection tools.

However, by following this guide, you can detect AI just by looking at it (link).

ChatGPT uses words such as ‘delve’ and ‘harnessing’ way more than most humans. 

It’s an easy way to scan and detect AI writing.

Links You Might Like

Here are some of the best links I’ve found since our last email. 

📊 Social Media

Eight secrets to LinkedIn success (link)

📈SEO

SEO lessons from WooCommerce’s migration (link)

🏢 Business

Stripe has just brought out crypto payments (link)

💌 Email

The one thing that an email needs (link)

🤖 AI

Seven tips on Meta’s new AI model LLaMa-3 (link)

Deep Dive: Create Your Own Content

“The most qualified person in the room should be writing”

AKA fire all your content marketing agencies…

FWIW I think this applies to all forms of content, including social.

That's a concept from a pod that @timsoulo and @peeplaja did that I don't think gets talked about enough.

Both of them shared an experience about how their respective blogs fell apart when they outsourced the blogging to an outside party. 

If you're the expert, your content is going to perform better than agencies 99% of the time. 

Why? They just don't have the expertise that you have.

More importantly, they just don't have the time to CARE as much as you do.

They have other clients, they have a business to run, and your work is mostly being done by a midlevel employee who has little context around your business.

All the keyword/topical research in the world won't help them get the performance that you desire.

Let's just think about the first two parts of Google's E-E-A-T which stems from Google's Search Quality Evaluator Guidelines.

The first E stands for Experience.

The second E stands for Expertise.

How in the world can I expect outsourced writers to have my level of experience when it comes to marketing? 

With regards to expertise, how can they possibly match the hours of time I've spent experimenting, reading, talking to experts, etc.? 

The answer is they mostly can't. 

When Tim and Peep talked about this, I felt their agony because that's exactly where I've been.

Whether it's using outsourced blog writers, Twitter ghostwriters, etc. it just hasn't ever 'felt right', and it shows in the numbers.

I've tried this time and time again. 

People would reach out to me cold and I'd give them a shot. A Twitter post might get hundreds of thousands of views, but it was a generic threadboi post that ultimately didn't help my brand because it's clear that it was created to farm engagement. 

If you have the experience and expertise and you're willing to take the time to create content consistently, you'll establish a voice and the results will start to compound.

And it'll feel 100x better because it's content that's authentic to you.

How I Can Help You

If you enjoy this newsletter and would like to collaborate with me, there are a few options available:

1. You can apply to work with my agency (link)

2. You can join my Skool community (link)

3. You can apply to join my mastermind (link)

Interested in working at Single Grain? We have some new open roles:

• Paid Media Manager (link)

• SEO Manager (link)