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Content Distribution

Where to publish Applied AI Society content and why.

Core Platforms​

Four platforms matter most:

PlatformPurpose
SubstackSource of truth for articles. Email subscriptions.
X (Twitter)Reach. Cross-post articles. X Articles for long-form.
LinkedInReach. Cross-post articles with link to Substack.
YouTubeFull event recordings. Bingeable archive.

X and LinkedIn are both trying to compete with Substack by promoting long-form content. Use this to your advantage. Publish the same articles on both.

Articles: Substack First​

Substack is home base for written content. Why:

  • Email subscriptions: Readers can subscribe and get notified
  • Permanence: Content lives in one canonical place
  • Ownership: You control the list, not the platform algorithm

Cross-posting strategy​

  1. Publish the full article on Substack
  2. Post the same article on LinkedIn and X
  3. Add a line at the bottom: “Subscribe on Substack for more: [link]”

This meets readers where they are (LinkedIn feed, X timeline) while funneling interested people to Substack where they can subscribe.

X (Twitter)​

X is a core distribution channel. Use it for:

  • Regular posts: Event announcements, quotes, highlights, threads
  • X Articles: Full long-form articles published natively on X

X Articles let you publish the same content you'd put on Substack, but natively on the platform. X promotes long-form content because they want to compete with newsletters. Take advantage of this.

Cross-posting to X​

Publish articles on both Substack and X Articles. Same content, different platforms. This maximizes reach without extra writing.

For regular posts, share highlights, quotes from case studies, and event updates. Tag practitioners when you feature them.

Video: YouTube​

YouTube is the default for video. Use it for:

  • Full event recordings: People can binge past events
  • Conference talks: As the society grows and hosts larger summits
  • Short clips: Highlights and reels (also post these natively on LinkedIn/Instagram/TikTok)

Think of YouTube like AI.Engineer's channel: a library of valuable talks that compounds over time.

Long-form Content Types​

Two main categories:

1. Case study interviews​

Practitioner profiles based on interviews. These live on Substack and get cross-posted.

See: Case Study Interviews

2. Event recaps and insights​

Write-ups from events: what was discussed, key takeaways, interesting moments. These also live on Substack.

Why This Matters​

The goal isn't content for content's sake. It's:

  1. Subjects share their profiles. When you publish a case study, the practitioner will share it with their network. This brings new people to the society.

  2. Events become evergreen. A 2-hour event reaches 50 people in the room. The YouTube recording and written recap reach hundreds more over time.

  3. Authority compounds. Each piece of content adds to the society's credibility. Over months and years, this becomes a moat.

Event Discovery​

Beyond content distribution, make sure your events are discoverable. Luma has a Discover page with Featured Calendars and city-based Local Events. Submitting your events to these calendars is free and can drive significant attendance.

See: Luma Calendar Submissions

Platform-Specific Strategies​

Each platform has its own voice, format constraints, and audience expectations. Don't copy-paste the same post everywhere. Adapt.

X Strategy​

  • Lowercase voice for personal accounts. Casual, conversational tone. No corporate speak.
  • Bold all-caps headlines. Use them to stop the scroll. Example: HOW A SOLO FOUNDER AUTOMATED 80% OF THEIR OPS WITH AI
  • Bold key quotes. Pull the most compelling line from the talk and bold it.
  • Upload video directly. Never post a YouTube link on X. The algorithm buries external links. Upload the clip natively.
  • Timestamps in post body. If referencing a longer video, include timestamps so people can jump to the moment.
  • Event plug in Reply section. Don't clutter the main post. Drop the “Next event: [link]” as the first reply.

LinkedIn Strategy​

  • Normal capitalization. Professional tone, not shouty.
  • 3,000 character max for regular posts. Write tight. If you need more, publish as a LinkedIn article.
  • No timestamps. LinkedIn audiences scroll differently. Keep it narrative.
  • Link to YouTube for video. Unlike X, LinkedIn doesn't penalize external video links as harshly. Link to the full recording.
  • Event plug inline at end. Close the post with a line about the next event. Example: “Join us at Applied AI Live #3 on [date]: [link]”
  • #AppliedAILive on first mention only. One hashtag, once. Don't spam tags.

YouTube Strategy​

  • Title format: [Talk Title] | [Event Name]. Example: How I Built an AI Consulting Practice | Applied AI Live #1
  • Description: Include panelist links (LinkedIn, X, website), full timestamps for every segment, and a subscribe CTA.
  • Thumbnails: Create them via Remotion using real event photos. Avoid generic stock imagery. A real photo from the actual event with bold text overlay performs best.

Newsletter Strategy​

  • Interview-driven process. Newsletters should feel like stories, not press releases. Lead with what someone said or did.
  • Quick Links at top. Give readers a table of contents or jump links so they can scan and click into what interests them.
  • Sponsor section with CTAs (not just logos). Tell readers what the sponsor does and why it matters. Include a clear call to action, not a passive logo placement.
  • Images embedded. Use real event photos inline. They break up text and make the newsletter feel alive.
  • Google Doc for review workflow. Draft in Google Docs so collaborators can comment and suggest before publishing.

Every Post Promotes the Next Event​

This is a non-negotiable habit. Every social post about a past event should include a plug for the next upcoming event.

  • On X: Put it in the Reply to your main post. Keep the main post focused on the content. The reply says something like: “Next Applied AI Live is [date]. RSVP: [link]”
  • On LinkedIn: Put it inline at the end of the post. One sentence, with the link.

The goal is simple: anyone who engages with your content should know exactly when and where the next event is. No extra clicks required.

See Also​