What if everything you've been taught about promotional content is backwards?

In this explosive Season 23 opener, host Lee-Ann Johnstone welcomes Saurabh Singh, co-founder and CEO of Flickstree and Zanopy AI, who drops a truth bomb that's making affiliate managers and content creators rethink their entire strategy: for every promotional post you publish, you should be creating six educational ones. Yes, you read that right—six to one. This isn't armchair theory. Saurabh has studied hundreds of thousands of successful brands worldwide, built an AI platform that's produced 47,000 videos this year, and personally grew an Instagram account from zero to 40,000 engaged followers in under 12 months using this exact formula.

If you're an affiliate manager battling with partners over content guidelines, a creator watching your conversion rates flatline, or a brand drowning in a sea of AI-generated noise wondering why nothing's sticking, this episode hands you a data-backed blueprint that flips conventional wisdom on its head.

The kicker? Most brands are doing the complete opposite—and wondering why their audience keeps scrolling past. Lee-Ann and Saurabh break down why content has become the only way to build trust in digital commerce, which content hooks make people stop mid-scroll, and how AI tools are levelling the playing field for marketers who can't afford £300-per-video agencies. Buckle up—this one's a game-changer.

Talking points include: 

• The 1:6 Formula: Why posting six educational pieces for every one promotional post outperforms traditional sales-focused content.
• Trust Through Content: How content has become the only reliable way to build customer trust in an era where buyers never see you face-to-face.
• AI as Amplifier: Using artificial intelligence to scale content creation without sacrificing authenticity or breaking the budget.

Listen to find out more about: 

• How to structure landing pages that increase conversion rates by keeping visitors engaged for 8-10 minutes before sending them to brand pages.
• Why building your own community protects against algorithm changes and platform account suspensions.
• The specific content types that consistently go viral across industries (and which promotional content belongs in Stories, not main feeds).

Key segments of this podcast and where you can tune in to go direct: 

[05:27 ] Breaking down the secret 1:6 content formula with real-world examples.

[09:20 ] Content hooks that stop scrolling: myths, facts, secrets, and step-by-step guides.

[26:19 ] Rapid-fire insights: Will AI outperform human content? 

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