Transcript
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There's a ton of noise out there. So how do you get decision makers
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to pay attention to your brand?
Start a podcast and invite your ideal clients
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to be guests on your show.
Learn more at sweetphish MEDIACOM. You're listening
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to be tob growth, a daily
podcast for B TOB leaders. We've interviewed
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names you've probably heard before, like
Gary vanner truck and Simon Senek, but
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you've probably never heard from the majority
of our guests. That's because the bulk
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of our interviews aren't with professional speakers
and authors. Most of our guests are
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in the trenches leading sales and marketing
teams. They're implementing strategy, they're experimenting
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with tactics, they're building the fastest
growing BB companies in the world. My
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name is James Carberry. I'm the
founder of sweet fish media, a podcast
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agency for BB brands, and I'm
also one of the CO hosts of this
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show. When we're not interviewing sales
and marketing leaders, you'll hear stories from
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behind the scenes of our own business. Will share the ups and downs of
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our journey as we attempt to take
over the world. Just getting well,
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maybe let's get into the show.
Welcome back to be tob growth. I'm
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your host for today's episode, Logan
Lyles with sweet fish media. Today is
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going to be another episode in our
Y podcast work series. Now, in
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this series we've been interviewing some of
our customers who we help produce their podcast
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and other podcasters at bb brands,
talking about why podcasting is working for them.
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Today I'm actually going to share something
that we've been seeing from Gary v
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all over the place on Linkedin,
on Instagram, on Youtube, in things
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that he sharing in his for d
sessions and as we've been seeing what Gary's
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been talking about lately, we're just
seeing how that aligns to the way that
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we've seen our customers and the way
that we've used our podcast to create content
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for a number of different channels.
So it's this idea of the triple threat
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of podcasting, as Gary put it. So I'm not going to take credit
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for that. We're going to give
Gary the credit there, but it's something
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that we've seen, that we've executed
for customers and we've seen other successful podcasters
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use. So what the triple threat
of podcasting is is that one you start
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your content strategy with audio, because
oftentimes it's easier to get behind a mic
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than it is to hammer out written
content or to get in front of a
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camera. However, there are three
ways that once you start with that audio,
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it not only gives you content for
a channel that's growing and a lot
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of listeners are flocking to, but
it's giving you content for other channels where
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people live as well, and that
can be video, it can be written
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content and, Oh, by the
way, something that we've always talked about
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here is this idea of content based
networking. Call it podcasting as a DM,
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call it business development, whatever you
want. The idea is interview people
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from your target market so that you're
not just creating content for your target market,
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you're creating content with them. So
that's the triple threat, as Gary's
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been describing it. Video, turning
it into written content and leveraging the nature
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of an interview based show to build
strategic relationships with people that you want to
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meet as guests on your podcast.
So let's talk about video. You know
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a lot of folks. You don't
have to get super creative with the video.
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Just make sure that you're also getting
some video when you record the audio.
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You can always stockpile that and slice
and dice it into short snippet content,
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throw captions on their use it on
social. What we've found is that
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video can bridge that gap in discovering
podcasts and social, because people tend not
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to consume audio only content on social. Video can help you bridge that gap
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and create a lot of promotional assets, promotional content to help people find your
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podcast. So video is number one. As you move from just the raw
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audio content you create from your podcast, the next step that you can do
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is either transcribe your podcast content,
which there are a lot of tools that
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the transcription tools that are out there
are becoming more and more affordable and,
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quite frankly, better and better by
the day. The other thing you can
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do is because transcriptions might have,
you know, some SEO benefit, but
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a lot of people don't read transcriptions. I personally don't, and what we've
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done for a lot of our customers
is take that raw audio and kick it
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to a writing team. And so, whether you have a podcast already,
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might be something that you should think
about is just recording audio, kicking it
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to a writing team, either internal
or an outsource team like us, to
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turn that into written content for the
various platforms. You know, linkedin video
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has grown a lot over the last
year, but I still find that my
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text only posts on Linkedin actually perform
better. So I will take an the
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audio from an episode we do here
on BB growth, kick it to our
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writing team or write something myself to
turn it into written content for for various
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platforms. So we've got video,
you've got written content and then third you
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guys have heard US talk about this
a ton content based networking the people that
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you are interviewing for your show.
Their two benefits to interviewing guests who fed
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your buyer persona. One, if
they care about something and they're sharing the
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challenges their they're facing or they're sharing
the solutions that they're coming up with and
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the wins that they have, that
content is likely going to be valuable for
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the rest of your audience. So, instead of sitting behind a blank screen
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trying to come up with a blog
pose that hits home with this fictitious buyer
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persona that we've come up with,
just talk to your actual buyers and let
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the content that you create with them
reach other people. And while you do
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that, it's business development, it's
ADM instead of just sending them cupcakes and
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sending them a banner ad. You're
building a relationship with the people within the
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target accounts that you're trying to reach. So those are the three things we
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think about in how you can get
more value out of recording a twenty minute,
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thirty minute or even ten or twelve
minute conversation for your podcast. You
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can turn it into video content.
That can be long form and short form.
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You can turn it into written content, again long and short form.
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Maybe it's three tweets and a long
form status update on Linkedin, and the
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relationships that you're creating can help you
build those relationships with your target accounts and
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if you're strategic in who you interview
on your show, then those relationships can
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map to revenue as well at the
same time of helping you create great content,
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again across multiple channels, not audio
only. So that is the triple
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threat as we think about it,
and Gary has been thinking about it.
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Will put some links in the show
notes because he's been sharing this idea of
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the triple thread in various social media
platforms. I saw a slide deck on
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Instagram, a visual aspect on Linkedin, a text only post on Linkedin.
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I saw it on his youtube channel. So I thought it was it was
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really funny. It was really Meta, I guess you would say, in
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that he was talking about this triple
threat as he executed it. So you
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can see it in real life with
those links if you check them out in
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the show notes. So hopefully this
has been another valuable episode, a little
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bit different one, a solo episode
here in the why podcast work series.
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Again, I love connecting with listeners. I'm regularly posting on Linkedin about podcasting,
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where the industry is going and hopefully
some helpful tips on how to podcast.
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You can find more in this series
by looking for the Hashtag why podcast
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work here in the BB growth feed, and I would love to connect with
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anybody listening that finds this valuable on
Linkedin. Just look me up Logan Lyles,
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or hit me up with a follow
on Instagram, and I am Logan
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Lyles. We totally get it.
We publish a ton of content on this
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podcast and it can be a lot
to keep up with. That's why we've
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started the BTB growth big three,
a no fluff email that wolves down our
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three biggest takeaways from an entire week
of episodes. Sign up today at Sweet
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Phish mediacom big three, that sweet
phish Mediacom Big Three