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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

See Also​