Welcome to Do This, Not That, the podcast from marketers.

We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.

We also keep it short, like this intro. Let's check it out.

We are back for Do This, Not That podcast. And I wanted to break down some content formats that are

crushing it right now for business, for consumer, for nonprofit, and it costs no money. And the

reason that's really on my mind is I was just in this meeting. And the client was talking about

how much money they were spending trying to create these new templates and these new pieces of content. And they were even hiring like video people. I'm like, what an epic waste of money. First of all, you're going to create this garbage. Nobody's going to care. It's going to look so like stiff. It's going to look like AI made it, quite frankly, and it's going to get no engagement.

So I want to share some data that we have on stuff that's actually crushing it right now that I don't care what if you're in a boring industry. I'm in a regulated industry. I can't do that. Garbage. I'm a consumer marketer. You could do this. Anything. I'm a nonprofit. You could do it. It doesn't matter. Okay. So first of all, in general,

the thing you need to have seared into your brain is you need to un-AI your marketing.

Everybody now can go to any AI tool, make any ridiculous thing, make it look really slick,

and it is wallpaper. It's not even wallpaper. It's more boring than wallpaper. What we want to

what we want to engage with now is humanity stuff. Okay, that's all that we care about is humanity stuff.

So let's get into, for example, what crushes it? The number one content format that we all have

now known for the last year,

this is a no-brainer.

Now I'll get into some better ones, is BTS, behind the scenes.

Okay, behind the scenes content is everything.

If you are a manufacturer, you take your phone and say,

let me show you how we're making the stuff.

Okay, you are a consumer brand making sneakers. Let me show you about how we're doing the sneakers. Okay. You are consumer brand making sneakers.

Let me show you about how we're doing the sneakers. You're a boring B2B SaaS company. Let me take you over where the developers are and how they're developing the code for blah, blah, blah. And you walk there with the phone and you show everybody how you do it. Okay. Or hey, you want to see a peek into our lunchroom. Walk over here. Let me show you behind the scenes what we do for lunch.

That content,

...