#WhyPodcastsWork 16: How to Create Video + Podcasts From 1 Interview With 0 Extra Work w/ Chip Rodgers

WEBVTT 1 00:00:00.280 --> 00:00:04.080 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.160 --> 00:00:09.189 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.429 --> 00:00:18.269 to be guests on your show. Learn more at sweet phish MEDIACOM. You're 4 00:00:18.350 --> 00:00:23.019 listening to be tob growth, a daily podcast for B TOB leaders. We've 5 00:00:23.059 --> 00:00:26.699 interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, 6 00:00:27.019 --> 00:00:31.100 but you've probably never heard from the majority of our guests. That's because the 7 00:00:31.219 --> 00:00:35.810 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:35.850 --> 00:00:40.210 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:40.250 --> 00:00:44.810 experimenting with tactics, they're building the fastest growing BB companies in the world. 10 00:00:45.409 --> 00:00:48.130 My name is James Carberry. I'm the founder of sweet fish media, a 11 00:00:48.450 --> 00:00:52.000 podcast agency for BB brands, and I'm also one of the CO hosts of 12 00:00:52.119 --> 00:00:56.240 this show. When we're not interviewing sales and marketing leaders, you'll hear stories 13 00:00:56.320 --> 00:00:59.840 from behind the scenes of our own business. Will share the ups and downs 14 00:00:59.920 --> 00:01:03.280 of our journey as we attempt to take over the world. Just getting well, 15 00:01:03.909 --> 00:01:14.549 maybe let's get into the show. Welcome back to why podcasts work. 16 00:01:14.829 --> 00:01:18.430 Today we are joined by chip Rogers. Chip is the VP of marketing at 17 00:01:18.510 --> 00:01:22.659 works ban. He is also the host of the alliance aces podcast. Chip, 18 00:01:22.780 --> 00:01:25.579 welcome to the show, Johnny. Thanks for having me on. It's 19 00:01:25.620 --> 00:01:27.659 a pleasure to get to interview you. I've actually known chip for quite some 20 00:01:27.739 --> 00:01:30.459 time now, which is fantastic. We've gotten a chance to work together. 21 00:01:30.780 --> 00:01:34.730 One of the reasons that we actually wanted to bring him on why podcast work. 22 00:01:34.810 --> 00:01:38.969 He's he's had a podcast up and running for a bit now and so 23 00:01:38.129 --> 00:01:42.290 he's seen it. He's seen it from from start to finish. Well, 24 00:01:42.769 --> 00:01:45.730 certainly not finish, but certainly from starting to where we are now, which 25 00:01:45.769 --> 00:01:49.760 is fantastic. Ship, let the first question kind of let's just start with 26 00:01:49.879 --> 00:01:53.719 the basic thing here. You know, where have you seen the biggest benefit 27 00:01:53.079 --> 00:01:57.280 from your podcast? Well, Johnny, thanks for having me on. Really 28 00:01:57.439 --> 00:02:04.510 really appreciate it, and we've just really embraced the the whole podcast model and 29 00:02:05.189 --> 00:02:08.150 gotten a ton of benefit from a number of areas and some, you know, 30 00:02:08.270 --> 00:02:12.629 that were even a little bit surprising. We, you know, were 31 00:02:13.189 --> 00:02:20.139 a company that's built on working with alliance professionals and and companies that are doing 32 00:02:20.219 --> 00:02:24.020 strategic alliances and we felt, you know, from the beginning that we're all 33 00:02:24.060 --> 00:02:29.740 alliance professionals ourselves and we felt from the beginning that it's a profession that is 34 00:02:29.780 --> 00:02:34.449 a little bit underserved and there isn't that sort of the recognition and and we 35 00:02:34.569 --> 00:02:38.330 wanted to elevate the whole profession. So the PODCAST, what we're doing. 36 00:02:38.610 --> 00:02:44.289 We're doing is just interviewing alliance professionals and in fact, this morning I just 37 00:02:44.360 --> 00:02:46.319 did an interview with and this is a guy that's been in it for just 38 00:02:46.439 --> 00:02:50.719 a two and a half years. It was great to get that perspective of 39 00:02:51.000 --> 00:02:53.879 someone that's new to the profession and and, you know, just but just 40 00:02:53.039 --> 00:02:58.560 really enjoying it and thriving and but at the same time we've had folks on 41 00:02:58.669 --> 00:03:01.270 that have been, you know, twenty thirty years in the in as alliance 42 00:03:01.310 --> 00:03:07.870 professionals and and so you get this real variety of perspectives and experiences and best 43 00:03:07.949 --> 00:03:13.219 practices and all those things. So, you know, we're publishing that content 44 00:03:13.539 --> 00:03:20.219 out both as a podcast but then also then turning it into a blog that 45 00:03:20.379 --> 00:03:24.580 links to the podcast and we post everything on all of our social channels. 46 00:03:24.699 --> 00:03:30.090 So it's up on Linkedin and facebook and twitter and and it's just gotten a 47 00:03:30.449 --> 00:03:34.810 lot of really good interest, both, you know, from just folks outside 48 00:03:34.930 --> 00:03:38.210 that are interested, that are typically alliance professionals, but you know, it's 49 00:03:38.210 --> 00:03:45.840 also just it's just just a great way of having content that's interesting and valuable 50 00:03:46.000 --> 00:03:49.039 and, you know, people, people react really, really well to it. 51 00:03:49.439 --> 00:03:52.199 So it's been great. Absolutely. I mean I think one of the 52 00:03:52.280 --> 00:03:54.400 things that you had you had said was also that it's just it can be 53 00:03:54.479 --> 00:03:59.949 very authentic content. So you know, you've got this authentic content you're you're 54 00:03:59.990 --> 00:04:03.189 building and community of like minded thought leaders and it's wonderful to hear all the 55 00:04:03.229 --> 00:04:08.430 different ways that you've been able to also repurpose the contents. I mean I 56 00:04:08.509 --> 00:04:12.500 know you doing a lot on facebook live, so that's fantastic. You've got 57 00:04:12.580 --> 00:04:17.060 raw video footage, you've obviously got the slightly more polished podcast audio, turning 58 00:04:17.100 --> 00:04:21.339 that into blogs, social post so all great capelling content. That's fantastic. 59 00:04:21.379 --> 00:04:28.329 Chip. Are there any metrics or numbers that you can share? Are Sort 60 00:04:28.370 --> 00:04:31.810 of regarding me the ROI and a podcast. I know obviously in part it's 61 00:04:31.810 --> 00:04:35.769 a little bit early, but sort of any specific examples that you might be 62 00:04:35.810 --> 00:04:40.600 able to share with us? Yeah, so I don't know that I would, 63 00:04:40.720 --> 00:04:45.199 you know, would it's probably is too early to talk about sort of, 64 00:04:45.360 --> 00:04:47.519 you know, specific numbers. I mean we do see we see a 65 00:04:47.759 --> 00:04:51.839 growing we see the downloads growing. We're very happy with, you know, 66 00:04:51.949 --> 00:04:55.670 with that part of it. We see, you know, hits on the 67 00:04:56.430 --> 00:05:00.110 on our blog posts. But one of the things in this is it was 68 00:05:00.550 --> 00:05:03.389 actually was a little bit surprising. Was not sort of our original intention. 69 00:05:03.709 --> 00:05:10.579 But we and I think you use the word, which is community. You 70 00:05:10.660 --> 00:05:15.980 know, we build this building, this community of alliance professionals and, like 71 00:05:16.060 --> 00:05:18.939 you said, we just you have a conversation. It's just a you know, 72 00:05:19.060 --> 00:05:23.970 it's just sort of talking about what works and what doesn't work and Best 73 00:05:24.009 --> 00:05:28.730 Practices and challenges and how to be successful and things like that, and you 74 00:05:28.850 --> 00:05:31.370 have these just great conversations and you really get to know each other. So 75 00:05:32.209 --> 00:05:38.680 we've had times when, you know, you're maybe there's a sales cycle going 76 00:05:38.759 --> 00:05:43.079 on and and somebody runs into a you know, a challenge or they're trying 77 00:05:43.079 --> 00:05:46.839 to understand the organization or whatever, and and you know, we've been able 78 00:05:46.879 --> 00:05:50.110 to just reach out and and make you know, sort of make the connection 79 00:05:50.149 --> 00:05:55.269 again with the person that I've interviewed and and just kind of get a little 80 00:05:55.269 --> 00:05:58.269 bit of background on you know, hey, you know, we're seeing this. 81 00:05:58.550 --> 00:06:00.230 What do you do? This make sense to you? Can you help 82 00:06:00.230 --> 00:06:05.699 us navigate? And and and it's been just the response has been fantastic. 83 00:06:05.819 --> 00:06:08.540 You know, people are just like, Oh, yeah, I'd love to 84 00:06:08.620 --> 00:06:11.699 help and yeah, be great if you guys could, you know, help 85 00:06:11.740 --> 00:06:14.540 us out here there and you know, I'll be a champion, I'll be 86 00:06:14.579 --> 00:06:18.050 a coach internally or you know whatever. And so that's been just again, 87 00:06:18.129 --> 00:06:21.410 just unexpected. We were really thinking of it in terms of, you know, 88 00:06:21.529 --> 00:06:25.610 sort of building the community and and having it be a little bit of 89 00:06:25.649 --> 00:06:28.889 a you know, just content and a brand. You know, support the 90 00:06:29.009 --> 00:06:33.160 brand, but personal connections have been really just phenomenal. That's wonderful. Yeah, 91 00:06:33.160 --> 00:06:36.319 I think one of the things that I had read from you was that 92 00:06:36.439 --> 00:06:42.000 the you know, podcast guests able to help guide and and sort of support 93 00:06:42.120 --> 00:06:45.800 deal cycle engagement's kind of exactly what you're saying. So so that's wonderful. 94 00:06:46.000 --> 00:06:49.829 And speaking of unexpected you know, have their chip out? There been any 95 00:06:49.910 --> 00:06:55.350 other and unexpected benefits that you've seen from having a podcast. Obviously went into 96 00:06:55.389 --> 00:06:59.310 the process with certain expectations, you know, but it is you know, 97 00:06:59.509 --> 00:07:01.500 it can be a different experience, you know, once you're in the thick 98 00:07:01.540 --> 00:07:04.779 of it. So any unexpected benefits you've seen from having a podcast. So 99 00:07:04.939 --> 00:07:09.180 I'll go in just a little bit different direction, which which is that? 100 00:07:09.980 --> 00:07:13.300 But this was also unexpected. We know we started off as sort of a 101 00:07:13.379 --> 00:07:16.089 pure and you mentioned this second ago, but we started off as a pure 102 00:07:16.170 --> 00:07:20.769 audio podcast and then we were going to a big, you know, industry 103 00:07:21.009 --> 00:07:26.370 event and it was actually my boss was like Hey, one don't we do 104 00:07:26.410 --> 00:07:30.639 this as facebook live and and so we ran some tests and did some things 105 00:07:30.800 --> 00:07:34.160 to you know, just to see how that would work. And you know, 106 00:07:34.279 --> 00:07:40.519 sure enough it's and we've been repeating that were I actually go, you 107 00:07:40.600 --> 00:07:45.110 know, back this week we were at I was at v M World in 108 00:07:45.230 --> 00:07:47.509 Las Vegas and, you know, you just you have to set some things 109 00:07:47.509 --> 00:07:50.149 up ahead of time, but you're on the show floor and it's just it's 110 00:07:50.949 --> 00:07:56.069 is great energy for, you know, to kind of have the event as 111 00:07:56.189 --> 00:08:01.300 the background. And now it's not only audio but we actually have the you 112 00:08:01.379 --> 00:08:03.779 know, the video, the live video from the show floor and I usually 113 00:08:03.779 --> 00:08:07.540 I'll have the you know, their company's booth in the background. So there's, 114 00:08:07.660 --> 00:08:11.939 you know, the branding for their company and they talked about the initiatives 115 00:08:11.939 --> 00:08:15.370 they're working on and, you know what, and then the same topics about 116 00:08:15.610 --> 00:08:20.730 being an alliance professional and but then, so what the value of that? 117 00:08:20.970 --> 00:08:24.569 Then is that we have the facebook live video, but then we also turn 118 00:08:24.649 --> 00:08:28.879 that into the podcast and put it up there and then and the blog and 119 00:08:28.000 --> 00:08:33.279 social media, so you've got this whole whole mix of content and the blog 120 00:08:33.360 --> 00:08:37.320 as well, so people can watch the video or listen to the podcast, 121 00:08:37.360 --> 00:08:41.470 you know, the whole the whole thing. So it's really been just fantastic. 122 00:08:41.909 --> 00:08:45.110 That's great. I love to hear that. So, chip, one 123 00:08:45.149 --> 00:08:48.230 of the last things that's were you know I'm going to ask you and sort 124 00:08:48.269 --> 00:08:52.070 of leave our listeners with, is any recommendations that you might have for a 125 00:08:52.149 --> 00:08:56.659 company looking to start their own podcast? We've gotten here about some of the 126 00:08:56.700 --> 00:08:58.740 great benefits. We're gone to hear a little bit about your journey now that 127 00:08:58.820 --> 00:09:03.659 you have had sort of been through that launch process and you, I mean 128 00:09:03.740 --> 00:09:07.139 it sounds like you're of course, you're even fine tuning as you go and 129 00:09:07.259 --> 00:09:09.250 finding out new ways that you can use the podcast, which is fantastic, 130 00:09:09.450 --> 00:09:13.169 and never stop sort of growing with that process. But what work recommendations, 131 00:09:13.210 --> 00:09:18.570 what you have for a company that's looking to start their own podcast? You 132 00:09:18.649 --> 00:09:20.570 know, first of all I'd say just, you know, do it. 133 00:09:24.679 --> 00:09:28.080 You know, I think it's maybe a little bit intimidating, but it's been 134 00:09:28.279 --> 00:09:31.919 very rewarding and and really help, you know, build this this community of 135 00:09:33.320 --> 00:09:35.519 folks around and that not everyone's customers. You know, they're just they're just 136 00:09:35.600 --> 00:09:41.110 people are passionate about the about the profession, and so yeah, I would 137 00:09:41.110 --> 00:09:43.909 say, you know, jump in and and you know, I know this 138 00:09:45.590 --> 00:09:48.710 isn't the intention is in the sales pitch, but I'm very passionate about sweet 139 00:09:48.750 --> 00:09:52.740 fish and I think you guys do a phenomenal job of really making everything easy. 140 00:09:54.139 --> 00:09:56.500 So, you know, essentially I just kind of you do everything in 141 00:09:56.580 --> 00:09:58.740 the front and the back end. So I just sort of show up and 142 00:09:58.860 --> 00:10:03.740 and have the conversation. Then and you know, you're doing research on the 143 00:10:03.820 --> 00:10:07.970 Front End to find folks to participate and and you know, getting it set 144 00:10:09.009 --> 00:10:11.889 up and doing background information on the person that I'm talking to and then, 145 00:10:13.529 --> 00:10:16.570 you know, send them an email when it's ready to go out and send 146 00:10:16.610 --> 00:10:20.480 them a thank you and do all the posting on all the podcast platforms and 147 00:10:20.720 --> 00:10:24.240 help write the blog, you know, the just the whole thing. There's 148 00:10:24.240 --> 00:10:28.600 a lot of work that would otherwise, you know, would fall on our 149 00:10:28.639 --> 00:10:31.279 team to try and do, and you guys just make it easy. So 150 00:10:31.559 --> 00:10:37.429 I think that that is probably another message is find find someone that can help 151 00:10:37.429 --> 00:10:41.750 help really, you know, make it all, streamline it and make it 152 00:10:41.909 --> 00:10:43.870 make it work really well. So thank you. Thank you for those kind 153 00:10:43.950 --> 00:10:46.830 words. I mean, that's that's certainly our intention. We know what we're 154 00:10:46.870 --> 00:10:50.820 trying to do is make it easy so that if anyone out there wants to 155 00:10:50.860 --> 00:10:54.500 have a podcast, you know they can have a podcast. So that's that's 156 00:10:54.500 --> 00:10:58.779 incredibly here. We've been doing our jaws. We Love the success of your 157 00:10:58.899 --> 00:11:01.500 show. Again, we have been talking with chip Rogers. He's the VP 158 00:11:01.620 --> 00:11:05.970 of marketing at works band. He's also the host of the alliance aces podcast. 159 00:11:07.330 --> 00:11:09.649 Definitely check it out. We're going to put that in the show notes. 160 00:11:09.889 --> 00:11:11.049 Chip. Thank you so much for your time today. It was a 161 00:11:11.090 --> 00:11:16.490 pleasure getting team Johnny. Thank you for the time and and yeah, I 162 00:11:16.690 --> 00:11:18.720 just I'd say it again. You know, if God go, try it, 163 00:11:18.840 --> 00:11:26.919 go, do it. Done. Okay, we totally get it. 164 00:11:26.279 --> 00:11:30.879 We publish a ton of content on this podcast and it can be a lot 165 00:11:31.039 --> 00:11:33.789 to keep up with. That's why we've started the BETB growth big three, 166 00:11:35.230 --> 00:11:39.750 a no fluff email that boils down our three biggest takeaways from an entire week 167 00:11:39.789 --> 00:11:45.470 of episodes. Sign up today at Sweet Phish Mediacom Big Three. That sweet 168 00:11:45.470 --> 00:11:48.299 PHISH MEDIACOM Big Three