#WhyPodcastsWork 19: Six Steps from Starting a Podcast to Publishing a Book w/ David Bain

WEBVTT 1 00:00:06.040 --> 00:00:10.390 A relationship with the right referral partner could be a game changer for any BEDB 2 00:00:10.509 --> 00:00:15.150 company. So what if you could reverse engineer these relationships at a moment's notice, 3 00:00:15.189 --> 00:00:20.629 start a podcast, invite potential referral partners to be guests on your show 4 00:00:21.269 --> 00:00:26.019 and grow your referral network faster than ever? Learn more. At Sweet Fish 5 00:00:26.100 --> 00:00:35.929 Mediacom you're listening to be tob growth, a daily podcast for B TOB leaders. 6 00:00:36.530 --> 00:00:40.009 We've interviewed names you've probably heard before, like Gary vanner truck and Simon 7 00:00:40.090 --> 00:00:44.369 Senek, but you've probably never heard from the majority of our guests. That's 8 00:00:44.409 --> 00:00:49.009 because the bulk of our interviews aren't with professional speakers and authors. Most of 9 00:00:49.049 --> 00:00:53.640 our guests are in the trenches leading sales and marketing teams. They're implementing strategy, 10 00:00:53.679 --> 00:00:58.200 they're experimenting with tactics, they're building the fastest growing BTB companies in the 11 00:00:58.240 --> 00:01:00.719 world. My name is James Carberry. I'm the founder of sweet fish media, 12 00:01:00.960 --> 00:01:04.629 a podcast agency for BB brands, and I'm also one of the cohosts 13 00:01:04.670 --> 00:01:08.469 of this show. When we're not interviewing sales and marketing leaders, you'll hear 14 00:01:08.590 --> 00:01:12.549 stories from behind the scenes of our own business will share the ups and downs 15 00:01:12.590 --> 00:01:17.989 of our journey as we attempt to take over the world. Just getting well? 16 00:01:18.620 --> 00:01:25.939 Maybe let's get into the show. Hey, everybody. Before we it 17 00:01:26.099 --> 00:01:29.620 rolling, we wanted to tell you about another podcast you should probably check out, 18 00:01:29.900 --> 00:01:34.569 the sales experience podcast hosted by our friend Jason Cutter. On the sales 19 00:01:34.609 --> 00:01:38.689 experience podcast, Jason shares tips and lessons to help you create a seals experience 20 00:01:40.049 --> 00:01:44.090 that will turn more prospects into customers. Whether you're a new to sales, 21 00:01:44.209 --> 00:01:47.719 a veteran or lead to sales team, if your goal is to impact the 22 00:01:47.840 --> 00:01:52.159 lives of your customers, then this podcast is likely for you. Our favorite 23 00:01:52.159 --> 00:01:57.840 episode is number ninety seven. Professionals don't ask for the sale. Now let's 24 00:01:57.879 --> 00:02:01.349 get into the show. Welcome back to be to be growth on Logan lyles 25 00:02:01.430 --> 00:02:06.870 with sweet fish media. Today is another episode in our hy podcast work series. 26 00:02:07.150 --> 00:02:10.069 I'm joined today by David Baine. He's the author of marketing now and 27 00:02:10.270 --> 00:02:14.990 experience podcast hosts on multiple fronts. David, how's it going today, sir? 28 00:02:15.509 --> 00:02:16.300 Hey, Loogan, great to be on with you. It's going for 29 00:02:16.419 --> 00:02:21.180 the well and hopefully with you as well. It's a fantastic day, even 30 00:02:21.180 --> 00:02:24.300 though I'm starting mine your wrapping up yours, as we're in different time zones. 31 00:02:24.340 --> 00:02:30.210 But but we belie having coffee exactly exactly and we're both having fun podcasting, 32 00:02:30.289 --> 00:02:32.849 the joy of podcasting. We're going to be talking about podcasting as it 33 00:02:34.009 --> 00:02:38.930 relates to a book. You've had some experience from starting a podcast to publishing 34 00:02:38.969 --> 00:02:42.650 a book and, especially for a lot of bb brands that we work with, 35 00:02:43.289 --> 00:02:46.479 both are on their radar between podcasting and a book, maybe from their 36 00:02:46.560 --> 00:02:52.199 founder, their CEO or their internal subject matter expert and so I'm I'm really 37 00:02:52.280 --> 00:02:55.759 excited to dive into this more some tactics that you've used to go from one 38 00:02:55.879 --> 00:02:59.229 to the other. So before we get into that, I would love for 39 00:02:59.270 --> 00:03:01.870 you to share with listeners a little bit about yourself, your recent journey and 40 00:03:01.949 --> 00:03:07.110 what you're up to these days. Sure. So, nowadays I'm really focusing 41 00:03:07.150 --> 00:03:10.069 in on helping marketers to stay up to date with the lass to tactics and 42 00:03:10.150 --> 00:03:15.099 technologies, and that really helps them to actually cut through the noise, really 43 00:03:15.139 --> 00:03:19.460 focusing on what shifts the needle for them, and I do that through my 44 00:03:19.539 --> 00:03:23.060 book be as you mentioned, marketing now and by soon to be podcasts, 45 00:03:23.099 --> 00:03:25.340 which are I'm going to relaunch and this one's going to be called marketing. 46 00:03:25.379 --> 00:03:30.009 Now I'm going to be redirecting everything else that I do towards that. I 47 00:03:30.129 --> 00:03:32.849 love it, man. So we're going to be walking through six specific stabs, 48 00:03:32.930 --> 00:03:37.810 from starting a podcast to publishing a book, and I love where you 49 00:03:38.090 --> 00:03:42.199 start with step one, and that is really get going and get going with 50 00:03:42.280 --> 00:03:46.639 the basics right. Yeah, absolutely. You see so many people paralyzed by 51 00:03:47.319 --> 00:03:52.840 the fear that they have to get everything right to start off with and they 52 00:03:52.919 --> 00:03:55.669 have to get the right equipment, they have to sketch out the first twenty 53 00:03:55.710 --> 00:04:00.270 episodes or so of what they do, they have to get professional microphone and 54 00:04:00.590 --> 00:04:03.789 figure out how everything works right first of all, and I know I was 55 00:04:03.909 --> 00:04:08.750 kind of like that, but I just made myself do it and looking back 56 00:04:08.830 --> 00:04:12.860 in it, I probably wish I hadn't even of been invested in the kind 57 00:04:12.900 --> 00:04:15.180 of equipment that I've got. I mean I've got a really nice electro voice, 58 00:04:15.220 --> 00:04:18.899 I read, twenty microphone, a bit of hardware which compresses my audio 59 00:04:18.899 --> 00:04:21.899 a little bit, but that's that's that's fairly complicated stuff and you don't need 60 00:04:23.060 --> 00:04:27.769 this as a new be I suggest new bees get started with an atr twenty 61 00:04:27.810 --> 00:04:31.889 one hundred microphone, a really Nice dynamic microphone that you can get for about 62 00:04:31.889 --> 00:04:36.129 sixty something like that. And if you just know the sweet spot is, 63 00:04:36.250 --> 00:04:40.959 I. If you talk about four inches away from it, you have a 64 00:04:41.000 --> 00:04:45.079 nice wind shield, windscreen, I never know which version of the word to 65 00:04:45.120 --> 00:04:47.800 talk about. One's right for America, went right for the UK and you 66 00:04:47.920 --> 00:04:53.430 have a boom at stand that goes on to your desk and that's only about 67 00:04:53.750 --> 00:04:58.430 fifteen dollars or something like that. So for probably about eighty you can get 68 00:04:58.470 --> 00:05:01.509 yourself up and running really nice sounding audio. And then to produce the podcast, 69 00:05:01.509 --> 00:05:04.149 all you need to do is get onto stipe, use a free bit 70 00:05:04.189 --> 00:05:08.259 of software to record both you and, hopefully, who you're going to be 71 00:05:08.379 --> 00:05:12.699 talking to on separate tracks, and then you're often running record the first twenty 72 00:05:12.740 --> 00:05:15.420 year so episodes. Find Your Voice, you know, really to discover what 73 00:05:15.540 --> 00:05:19.379 you're passionate about, what the lightly structure of your show is going to be 74 00:05:19.459 --> 00:05:24.810 moving forward. And I can guarantee you episode twenty will be completely different from 75 00:05:24.810 --> 00:05:28.290 episode one, no matter how much you plan things out beforehand. Yeah, 76 00:05:28.329 --> 00:05:30.850 it's amazing. You know now we're at the at the point in our own 77 00:05:30.889 --> 00:05:35.079 podcasting journey where we point back. Wow, that was sub episode five hundred, 78 00:05:35.160 --> 00:05:40.040 that was sub episode one hundred, because we're almost one hundred episodes in 79 00:05:40.240 --> 00:05:45.199 on this show now and I can guarantee you at from whether it's a hundred 80 00:05:45.240 --> 00:05:48.079 to a thousand or from one to twenty, you learn, you get better, 81 00:05:48.279 --> 00:05:51.550 you iterate on things, but you can't iterate, you can't change, 82 00:05:51.550 --> 00:05:56.670 you can't improve unless you start. And if I like what your second tip 83 00:05:56.829 --> 00:06:00.629 here is, or your second step, and that is start to look at 84 00:06:00.670 --> 00:06:04.620 enhancing your audio quality, incorporate intro and outro bumpers. I mean it really 85 00:06:04.779 --> 00:06:08.860 mirrors where we help a lot of our customers. Some of the gear that 86 00:06:08.939 --> 00:06:13.180 you recommended is where we help them definitely start out. So I mean we're 87 00:06:13.220 --> 00:06:16.699 just speaking the same language here that you know in typically our launch processed with 88 00:06:16.819 --> 00:06:19.970 a customer, we're helping develop those intros and Outros, but that doesn't mean 89 00:06:20.009 --> 00:06:24.569 that we're not helping them start to record, because you don't have to have 90 00:06:24.850 --> 00:06:28.009 those in order to, as you said, start to find your voice and 91 00:06:28.050 --> 00:06:30.730 get into practice right exactly. I mean when you starting off, you don't 92 00:06:30.730 --> 00:06:34.680 want to be thinking about things like bumpers or intros and I trus or incorporating 93 00:06:34.759 --> 00:06:41.600 different elements into what you're recording when you're recording it. But after your record, 94 00:06:41.959 --> 00:06:45.399 I say about twenty episodes or so, you start to get comfortable with 95 00:06:45.600 --> 00:06:49.829 what you're doing and if you're doing everything yourself, you might look at using 96 00:06:49.910 --> 00:06:55.470 something like an ipad and a mixer and using some kind of APP to play 97 00:06:55.629 --> 00:07:00.350 your intros and Outros while you're actually recording and save yourself a little bit of 98 00:07:00.430 --> 00:07:04.100 time there. Of course, if you end up producing your show life, 99 00:07:04.139 --> 00:07:08.819 if you do it live streams, that's a great way to actually incorporate elements 100 00:07:08.939 --> 00:07:11.180 in at law leave. It's not the kind of thing you want to do 101 00:07:11.300 --> 00:07:14.899 when you're starting off to begin with, but that step number two is really 102 00:07:15.379 --> 00:07:18.970 thinking a little bit about your audio quality, the quality of everything you're producing, 103 00:07:19.129 --> 00:07:24.930 obviously your overall show format, but how you're talking into the microphone. 104 00:07:25.250 --> 00:07:29.769 The great thing about the atr twenty one hundred leg I was mentioning to begin 105 00:07:29.850 --> 00:07:33.040 with is it's got two different ports, so two different ways of connecting to 106 00:07:33.199 --> 00:07:38.319 your system. So you can connect using a USB or you can connect using 107 00:07:38.439 --> 00:07:43.959 an xcel or an excelor is more of a professional type connection, and you 108 00:07:44.079 --> 00:07:46.750 can connect directly to the mixers. You can start off by connecting to your 109 00:07:46.790 --> 00:07:50.629 computer for the first twenty or two episodes and then you can move on to 110 00:07:50.790 --> 00:07:56.029 moving a mixer, add an IPAD or some other system in, perhaps using 111 00:07:56.189 --> 00:08:00.300 an external audio record or like the zoom h five or the zoom age four 112 00:08:00.300 --> 00:08:03.100 end as we use as well. Yeah, I love it. And step 113 00:08:03.259 --> 00:08:07.620 three that you talk about is start to get into prerecorded video. You alluded 114 00:08:07.660 --> 00:08:11.100 to something we're going to get into in a sect and that is live streaming 115 00:08:11.139 --> 00:08:15.769 video, but you know, we've talked about that here on the podcast. 116 00:08:16.129 --> 00:08:20.889 How we're very much at this point leaning into what Gary v talks about in 117 00:08:20.250 --> 00:08:24.449 the triple threat of podcasting is, you know, you get the audio, 118 00:08:24.889 --> 00:08:28.480 but then if you record it on video, you now have video content. 119 00:08:28.519 --> 00:08:31.440 If you transcribe it or send it to a writing team or you're a decent 120 00:08:31.480 --> 00:08:35.879 writer yourself, you have written content and if you interview folks in your target 121 00:08:35.919 --> 00:08:39.679 market, then those relationships can be great for your business as well, something 122 00:08:39.720 --> 00:08:43.110 we call content based networking around here. To tell us a little bit about 123 00:08:43.110 --> 00:08:48.110 layering on video, where you see people doing this effectively in their own podcast 124 00:08:48.149 --> 00:08:52.269 journey. David, okay, let's get opinionated here. I think Gary v's 125 00:08:52.309 --> 00:08:56.620 got it backwards. I think you shouldn't be talking about stripping the audio out 126 00:08:56.620 --> 00:09:03.019 of video and producing a podcast from that. I think that content marketing is 127 00:09:03.740 --> 00:09:07.539 becoming higher and a higher quality nowadays and you really need to think of who 128 00:09:07.539 --> 00:09:13.370 your competition are. Now your competition isn't necessarily who sells the same products and 129 00:09:13.529 --> 00:09:20.090 services as you do. Your competition is whoever takes the eyeballs and the ears 130 00:09:20.370 --> 00:09:26.000 of whoever happens to be engaging with your content. So that could be Netflix, 131 00:09:26.039 --> 00:09:28.960 it could be the BBC, it could be massive media brands like that. 132 00:09:30.480 --> 00:09:33.039 So the question is, you know, how good is the quality of 133 00:09:33.120 --> 00:09:37.240 your content compared with the rest of your content, the content that your consumers 134 00:09:37.279 --> 00:09:41.629 are producing? So what I'm saying is, before you move on to video, 135 00:09:41.750 --> 00:09:45.710 get your audio quality right and step three is you're mentioning their Logan, 136 00:09:45.789 --> 00:09:50.950 before you move on to live streaming, get video right. So get comfortable 137 00:09:50.070 --> 00:09:54.899 with producing video and looking into the camera, seeing your introes, in your 138 00:09:54.940 --> 00:10:00.940 Outros, perhaps incorporating your your bumpers, your different elements that you bring into 139 00:10:00.940 --> 00:10:05.259 your show and talking to your guest and being a little bit more natural in 140 00:10:05.379 --> 00:10:09.250 front of a camera before you move on to live streaming, because there's loads 141 00:10:09.289 --> 00:10:13.129 and loads of people live streaming in your industry, what are you doing to 142 00:10:13.289 --> 00:10:18.570 position yourself as the professional, was the the better quality person within your industry? 143 00:10:18.570 --> 00:10:22.759 So practice your show audio first, incorporating all of the different elements in 144 00:10:22.799 --> 00:10:26.759 there, and step two and then step three moving on to video, but 145 00:10:26.879 --> 00:10:30.480 prerecorded video, so it's not Su stressful. You can stop if you want 146 00:10:30.519 --> 00:10:33.440 to stop and you can go back and you can do things. So no 147 00:10:33.559 --> 00:10:37.470 pressure there. Yeah, absolutely, I mean that. In my own podcasting 148 00:10:37.509 --> 00:10:41.629 journey that's really you know, I talked a lot about with customers when I 149 00:10:41.789 --> 00:10:46.830 first came on board and shared my own podcasting journey. I joined BB growth 150 00:10:46.870 --> 00:10:50.980 as a cohost several hundred episodes and jumped into being a daily podcast hose, 151 00:10:52.340 --> 00:10:56.779 but without video. First got comfortable on the MIC and both myself and our 152 00:10:56.899 --> 00:11:01.860 team, as we've progressed in our own podcasting expertise for ourselves and for our 153 00:11:01.860 --> 00:11:07.570 customers, we've only now recently started to build out a video team so that 154 00:11:07.690 --> 00:11:11.570 we can do it right, not simply okay, let's grab the zoom video 155 00:11:11.690 --> 00:11:15.649 and just put the talking heads out there like everyone does, but let's let's 156 00:11:15.690 --> 00:11:18.200 do it right. Let's think about if we're going to do long form video, 157 00:11:18.480 --> 00:11:22.679 what is the place for that? If we're going to do short snippet 158 00:11:22.759 --> 00:11:26.799 video to promote the show, how are we going to do that and where 159 00:11:26.840 --> 00:11:31.000 is the place for it? Because there's, as you pointed there's different types 160 00:11:31.080 --> 00:11:35.789 of content that Fox are consuming, different times when they want to consume long 161 00:11:35.909 --> 00:11:39.990 form video versus short, firm videos. So think about those things. Tell 162 00:11:39.990 --> 00:11:43.070 us a little bit about your own journey, how you got into live streaming 163 00:11:43.110 --> 00:11:48.179 and how that played off of it. They steps incrementally that you had led 164 00:11:48.299 --> 00:11:52.740 up to their in your own podcasting journey. Sure. Just a little additional 165 00:11:52.820 --> 00:11:56.019 point about video. When I listen to Youtube, and I'm sure it's the 166 00:11:56.059 --> 00:12:00.259 same as many other people out there, I often press play and if it's 167 00:12:00.299 --> 00:12:03.730 people discussing things, I'll keep the video playing, but I'll walk around and 168 00:12:03.129 --> 00:12:09.330 I would just listen to the audio and perhaps occasionally watch the video to see 169 00:12:09.330 --> 00:12:13.049 what's happening. So unless you're producing great quality audio, then I'm going to 170 00:12:13.090 --> 00:12:16.000 switch off I'm going to go to something else. But in terms of live 171 00:12:16.120 --> 00:12:20.120 streaming, the challenging thing about live streaming is that it tends to also incorporate 172 00:12:20.200 --> 00:12:26.000 a live audience and people adding their opinion a chat beside the live streams. 173 00:12:26.039 --> 00:12:28.960 That's the different skill set as well. So when you're interacting with the audience, 174 00:12:30.000 --> 00:12:35.389 when you're perhaps asking for questions or bringing their thoughts into the conversation, 175 00:12:35.950 --> 00:12:39.950 you don't want to be thinking about how your microphone works or what's happening with 176 00:12:39.029 --> 00:12:43.830 the video or whether or not all your technologies working. So that's why I'm 177 00:12:43.830 --> 00:12:46.379 recommending doing all these steps before moving into live stream in terms of how I 178 00:12:46.460 --> 00:12:50.820 got into live streaming, I was probably initially through periscope. That was about 179 00:12:52.019 --> 00:12:56.740 maybe four years ago, something like that, and live streaming really was just 180 00:12:56.899 --> 00:12:58.529 becoming available to the general public then as well, I'm and I did it 181 00:13:00.009 --> 00:13:03.370 a little bit through to youtube and I guess Goo Google hangights before that, 182 00:13:03.690 --> 00:13:07.490 but in terms of really embracing it, it was probably periscope because that was 183 00:13:07.889 --> 00:13:13.399 the platform that brought in the community, the interaction and the real opportunity is 184 00:13:13.440 --> 00:13:18.759 a modern marketer to to have a genuine conversation with your audience using live video. 185 00:13:20.159 --> 00:13:22.960 Hey, everybody, logan with sweet fish here. You probably already know 186 00:13:24.159 --> 00:13:26.669 that we think you should start a podcast if you haven't already. But what 187 00:13:26.750 --> 00:13:31.509 if you have and you're asking these kinds of questions? How much has our 188 00:13:31.549 --> 00:13:35.990 podcast impacted revenue this year? How is our sales team actually leveraging the PODCAST 189 00:13:37.110 --> 00:13:41.580 content? If you can't answer these questions, you're actually not alone. This 190 00:13:41.740 --> 00:13:46.740 is why I cast it created the very first content marketing platform made specifically for 191 00:13:46.899 --> 00:13:52.299 be tob podcasting. Now you can more easily search and share your audio content 192 00:13:52.659 --> 00:13:56.730 while getting greater visibility into the impact of your podcast. The marketing teams at 193 00:13:56.769 --> 00:14:03.450 Drift Terminus and here at sweetfish have started using casted to get more value out 194 00:14:03.450 --> 00:14:07.129 of our podcasts, and you probably can to. You can check out the 195 00:14:07.210 --> 00:14:16.279 product in action and casted dot US growth. That's sea steed dot US growth. 196 00:14:16.759 --> 00:14:22.440 All right, let's get back to the show. This next one. 197 00:14:22.600 --> 00:14:26.590 Your fifth step is around an online summit, which I have some personal passion 198 00:14:26.629 --> 00:14:31.230 about this because it was through a couple of virtual summits that James and the 199 00:14:31.309 --> 00:14:35.309 team put on before I was a part of the sweet fish team that put 200 00:14:35.429 --> 00:14:39.379 sweet fish that put B to be growth on my radar and thankfully for me, 201 00:14:39.779 --> 00:14:43.779 that led to me joining the team and now being on this phenomenal rocket 202 00:14:43.860 --> 00:14:48.500 ship of a growing start up in a booming space of podcasting. So side 203 00:14:48.580 --> 00:14:54.090 note, but I'm passionate about this. I think that virtual summits or online 204 00:14:54.129 --> 00:14:58.490 summits, whichever way you want to term them, can be very powerful by 205 00:14:58.850 --> 00:15:03.649 rounding up the right people and putting a date to something, but making it 206 00:15:03.250 --> 00:15:07.399 easy for people to interact a little bit easier than a physical conference. So 207 00:15:07.519 --> 00:15:11.360 tell us a little bit about the strategy here. Definitely. I know there's 208 00:15:11.360 --> 00:15:15.440 so many different ways that you can do virtual summits, online summons. I 209 00:15:15.600 --> 00:15:18.840 started off by using it as an opportunity to recamp by the end of the 210 00:15:18.879 --> 00:15:24.389 year. I'm bringing in guests that had been on my podcast over that previous 211 00:15:24.389 --> 00:15:28.909 year and asking them their opinion of the State of marketing at that particular moment 212 00:15:28.029 --> 00:15:33.230 in time. So I started off, probably in Christmas two thousand and fifteen, 213 00:15:33.389 --> 00:15:37.820 getting about forty people on my show over about two and a half hours 214 00:15:37.860 --> 00:15:43.059 or something like that, and that I amplified up to over a hundred people 215 00:15:43.220 --> 00:15:48.899 on. I've streamed over eight hours and what I've done for that particular concept 216 00:15:48.500 --> 00:15:54.529 is given marketers just three minutes each to come on and share their number one 217 00:15:54.610 --> 00:15:58.129 action will tip for that particular moment in time. So it really focuses people 218 00:15:58.490 --> 00:16:02.129 and it's really fun for the audience and, of course, the people participating 219 00:16:02.289 --> 00:16:06.080 and have that little bit motivation to to market the the show on your behalf 220 00:16:06.120 --> 00:16:11.320 as well. So for that show I do it live on facebook and Youtube 221 00:16:11.360 --> 00:16:15.440 and twitter and Linkedin as well and just try and get as many people was 222 00:16:15.480 --> 00:16:18.309 watching live as possible and at creates an incredible amount of interaction. I've hosted 223 00:16:18.629 --> 00:16:23.870 online summits for different brands as well where people came on and gave a more 224 00:16:23.870 --> 00:16:30.070 of a traditional half hour, forty five Hunte presentation and then answered audience questions 225 00:16:30.110 --> 00:16:33.179 after that as well. There are great positives for doing that as well as 226 00:16:33.220 --> 00:16:37.740 a brand. If you can associate your brand with so many thought leaders out 227 00:16:37.779 --> 00:16:40.779 there, you can get live summit going for ten hours or so. You 228 00:16:40.860 --> 00:16:44.419 can get people read string with the email dress and build up a great database 229 00:16:44.779 --> 00:16:48.690 and you can also perhaps sell the content to them afterwards as well. You 230 00:16:48.769 --> 00:16:52.210 can give them exclusive access to to do all the content. Just maybe for 231 00:16:52.289 --> 00:16:56.049 a small amount of money afterwards, but a wonderful authority builder for whatever way 232 00:16:56.049 --> 00:16:59.769 you go about doing it. Yeah, absolutely, David. You speak to 233 00:16:59.850 --> 00:17:03.639 a couple of things there. You can use it for your general brand awareness. 234 00:17:03.759 --> 00:17:07.440 You can use it for content monetization down down the road. You can 235 00:17:07.480 --> 00:17:12.920 also use it as legion as you're collecting email addresses for these. We've started 236 00:17:14.039 --> 00:17:18.589 that as a tactic to build email lists for some of the shows that were 237 00:17:18.630 --> 00:17:22.470 launching in our network, doing kind of mini summits. We call them master 238 00:17:22.589 --> 00:17:26.750 classes, premium gated content that is kind of in this short form where you 239 00:17:26.789 --> 00:17:32.220 have someone share a specific tips around a very specific topic or question, and 240 00:17:32.339 --> 00:17:34.140 so I love what you're saying there. We've put it into practice ourselves, 241 00:17:34.180 --> 00:17:37.900 so I can attest to it as well. So we promised on the onset 242 00:17:37.940 --> 00:17:41.339 we were going to talk about this transition from podcast to book. So you've 243 00:17:41.380 --> 00:17:45.450 done a really great job of laying out kind of five sequential steps that you 244 00:17:45.490 --> 00:17:49.329 can take in your own podcasting journey. You don't necessarily have to have all 245 00:17:49.410 --> 00:17:53.170 of these in place to to go to a book, but tell us a 246 00:17:53.210 --> 00:17:57.369 little bit about that transition and how it can make it easier if your aim 247 00:17:57.720 --> 00:18:02.759 is to eventually write a book, use that as an authority builder. Some 248 00:18:02.839 --> 00:18:06.480 folks are using that because they're trying to get more speaking engagements. There can 249 00:18:06.519 --> 00:18:08.440 be a lot of reasons why, but tell us a little bit about the 250 00:18:08.559 --> 00:18:14.109 how in that transition, David. Sure now you don't have to follow every 251 00:18:14.150 --> 00:18:18.109 single stamp, but I found it really useful to learn and to ensure that 252 00:18:18.150 --> 00:18:22.589 I've mastered the different levels before moving on to the next stage. With regards 253 00:18:22.589 --> 00:18:26.220 to the book. What I've done them for the book that I'm not launching 254 00:18:26.259 --> 00:18:30.220 next month was December the tenth. As we were speaking, we're recording this 255 00:18:30.579 --> 00:18:36.099 fourteen of November. So not sure definitely about some when this shows could be 256 00:18:36.220 --> 00:18:41.250 published. But in terms of the book, and I've possibly done it the 257 00:18:41.369 --> 00:18:47.250 most challenging way possible. I've found done an at our live stream and had 258 00:18:47.250 --> 00:18:52.210 about a hundred and thirty odds of marketers on there and first of all transcribed 259 00:18:52.490 --> 00:18:55.490 all of the content, all of the tips that they shared, and then 260 00:18:56.000 --> 00:19:02.880 ensure that the transcription was correct and then take in the transcription and realized a 261 00:19:02.960 --> 00:19:07.880 books not a transcription. A book is actually written completely differently. So I've 262 00:19:07.000 --> 00:19:12.029 rewritten all of the tips in a manner that is much more appropriate for a 263 00:19:12.069 --> 00:19:15.549 book, in a manner that some people would normally expect to read in a 264 00:19:15.589 --> 00:19:21.990 book. So don't expect to be able to use a transcription as a book. 265 00:19:22.029 --> 00:19:26.779 So this is a completely rewritten with the approval of the contributors, whoever, 266 00:19:26.859 --> 00:19:29.940 have reviewed everything themselves. You know, it's taking me months to to 267 00:19:30.059 --> 00:19:32.819 get it right, but finally I've got a proof copy of the book and 268 00:19:33.140 --> 00:19:37.019 I'm really, really happy with it. And the interesting thing is, though, 269 00:19:37.259 --> 00:19:41.009 when you do an a our live stream or eight hours of content, 270 00:19:41.569 --> 00:19:47.730 it produces roughly sixtyzero words, which is your average length of a book. 271 00:19:48.250 --> 00:19:52.480 So it's possible, certainly, to go from audio content, producing a podcast 272 00:19:52.480 --> 00:19:56.119 or a live stream and create a book out of it. The only thing 273 00:19:56.160 --> 00:19:59.240 that I would advise is probably start with the end in mind. So the 274 00:19:59.359 --> 00:20:04.759 average book maybe has three main sections and twelve chapters, starting nonfictional, talking 275 00:20:04.759 --> 00:20:10.109 about here. So if you're intending to produce a book and you've produced quite 276 00:20:10.109 --> 00:20:14.630 a few podcast episodes and you'd like to do it as a podcast initially, 277 00:20:14.829 --> 00:20:19.190 maybe think about how you would split about your topic into twelve different sections and 278 00:20:19.349 --> 00:20:25.619 interview people around that content and that provides you with then the framework of your 279 00:20:25.859 --> 00:20:29.339 intended book. Man, I love that you hit on a couple things that 280 00:20:29.380 --> 00:20:33.380 I think are really important there. One, a transcription is not a book. 281 00:20:33.380 --> 00:20:37.289 I've had so many conversations offline with marketers that a transcription is not a 282 00:20:37.369 --> 00:20:41.769 blog post write the same sort of thing. The way you read a blog 283 00:20:41.849 --> 00:20:45.970 post is not the way that you would listen to a podcast. Now there 284 00:20:45.009 --> 00:20:51.039 are seo benefits to just the raw content, especially as Google has been transcribing 285 00:20:51.680 --> 00:20:56.519 podcasts that are live in in Google podcast in that directory. But if you're 286 00:20:56.599 --> 00:20:59.440 looking at, you know, the blog post in the book, Don't think 287 00:20:59.480 --> 00:21:03.549 that just the transcription will serve as that, because I'm transcriptions not even that 288 00:21:03.950 --> 00:21:11.589 good from my perspective. Within a blog post. Nowaday with deside a podcast 289 00:21:11.630 --> 00:21:15.630 episode and when if a reader perhaps wants to read along with it or you're 290 00:21:15.670 --> 00:21:18.779 doing it for a visually impaired person, nope, and all using it for 291 00:21:18.859 --> 00:21:22.339 captions perspective, yeah, that that could be good. But from a search 292 00:21:22.460 --> 00:21:26.099 engines perspective, Google trying to see exactly what you're saying through your audio episode 293 00:21:26.140 --> 00:21:32.299 nowadays as well, and from a UX perspective. They're looking for tanks to 294 00:21:32.420 --> 00:21:37.130 that people will want to read and not tanks as just been easily produced from 295 00:21:37.490 --> 00:21:40.890 I don't know if you heard that there, but that mark something there. 296 00:21:41.009 --> 00:21:42.970 This, this is the top pers out there. I said the g word. 297 00:21:44.369 --> 00:21:48.359 Yeah, and and and I don't want to say it again, but 298 00:21:48.960 --> 00:21:55.160 it look I know that feeling and I got an answer there, so I'm 299 00:21:55.160 --> 00:21:56.680 not better be very careful with the with that particular word. But so you 300 00:21:56.680 --> 00:22:00.549 know, from an seal perspective, you know it's really important, you know 301 00:22:00.670 --> 00:22:04.990 nowadays, to look into Ux and you know precisely wants readers are looking for, 302 00:22:06.309 --> 00:22:08.869 as opposed to start changes. Just, Yep, absolutely. That's been 303 00:22:10.029 --> 00:22:14.509 our philosophy. Is the SEO that's happening in the background, as Google is 304 00:22:14.589 --> 00:22:18.180 starting to serve up the audio, is going to help them find the episode, 305 00:22:18.259 --> 00:22:22.059 but that is not going to be where people are going to typically read 306 00:22:22.099 --> 00:22:26.180 it, unless you mentioned it's for accessibility or things like that. But turning 307 00:22:26.299 --> 00:22:30.130 that into the blog post, turning that into written content, you know, 308 00:22:30.329 --> 00:22:33.609 it is something that Gary v does talk about that we very much agree with, 309 00:22:33.930 --> 00:22:37.930 is that if you're going to slice indise content for different channels. You 310 00:22:38.049 --> 00:22:44.130 don't just mass push everything out every channel. You can textualize it for the 311 00:22:44.210 --> 00:22:48.599 way that people engage with that content in that given platform. The other thing 312 00:22:48.680 --> 00:22:52.200 that you said, David, that I completely agree with is beginning with the 313 00:22:52.400 --> 00:22:56.680 end in mind. If you are looking to build, to develop that book 314 00:22:56.839 --> 00:23:00.789 as a thought leadership piece, think about those three main sections, think about 315 00:23:00.829 --> 00:23:04.750 maybe twelve chapters. It's not to say again back to our our step number 316 00:23:04.750 --> 00:23:08.029 one, that everything will be perfect, but if you put some thought into 317 00:23:08.069 --> 00:23:12.140 that you'll be much farther along than having to pull here and there and go 318 00:23:12.299 --> 00:23:15.700 back and all those sorts of things. So I love well, absolutely. 319 00:23:15.740 --> 00:23:18.579 I'm just a tiny tip in relation to that to beginning with end in mind. 320 00:23:19.099 --> 00:23:23.660 Have a look at the various Amazon categrees out there in terms of books 321 00:23:25.019 --> 00:23:29.049 and see what other books there are out there that exists in the kind of 322 00:23:29.089 --> 00:23:32.809 cant agree you're thinking of ranking, or see what the opportunities are to potentially 323 00:23:32.809 --> 00:23:36.369 rank where there's not a good enough book that exists in the kind of can't 324 00:23:36.369 --> 00:23:38.690 agree that you want to write, you research the current books that exists, 325 00:23:38.849 --> 00:23:44.759 see what's missing and write that out and research that before you decide in your 326 00:23:44.799 --> 00:23:48.279 twelve chapters that you went to produce as well. That's fantastic advice. We've 327 00:23:48.279 --> 00:23:52.799 been thinking about that from our written content perspective in blog post and what you're 328 00:23:52.839 --> 00:23:56.950 echoing here is the exact same thing in a book. We've been looking at. 329 00:23:56.309 --> 00:24:03.109 Okay, use the Google alphabet soup technique of doing seo research. Then 330 00:24:03.230 --> 00:24:07.390 look for, based on that predictive search, what content is ranking. How 331 00:24:07.430 --> 00:24:11.299 can you create better content? Where is the opportunity? And then do that. 332 00:24:11.539 --> 00:24:14.980 But then turn it into that long form written content. Same thing we've 333 00:24:15.019 --> 00:24:18.779 talked about here on this show in blog post format you're talking about in a 334 00:24:18.859 --> 00:24:22.660 book. So again we're like minded on so many things. We've experienced some 335 00:24:22.740 --> 00:24:26.210 of the same steps along our own podcasting journey with you, David so. 336 00:24:26.369 --> 00:24:30.490 It's been a pleasure having you on to talk about this share some very practical 337 00:24:32.250 --> 00:24:37.210 tips that people can take away and and implement today if they want to. 338 00:24:37.329 --> 00:24:40.839 David So, if anybody listening to this would like to stay connected with you, 339 00:24:41.319 --> 00:24:44.119 reach out and ask any follow up questions, what's the best way for 340 00:24:44.200 --> 00:24:45.920 them to do that? Oh, it's been grouping on with your Logan and 341 00:24:47.000 --> 00:24:51.039 it's been a challenge touchually hold back and not keep the conversation going, because 342 00:24:51.079 --> 00:24:53.029 it's something that I'm sure we're both very, very passionate about. I'm going 343 00:24:53.069 --> 00:24:57.549 to weave one more tiput into that final question, and you were saying that 344 00:24:57.630 --> 00:25:00.349 you were the best place to get people to get hold of you. It's 345 00:25:00.549 --> 00:25:04.789 the website marketing now bookcom. That's where people can find out about the book, 346 00:25:04.869 --> 00:25:10.500 about the book launch as well. But in terms of weaving your content, 347 00:25:10.819 --> 00:25:14.220 your book content, back into other things that you do from a content 348 00:25:14.299 --> 00:25:18.740 marketing perspective, at the end of each section of the book I've got the 349 00:25:18.779 --> 00:25:23.490 mention of go back to marketing now bookcom and register for the three free workshops 350 00:25:23.529 --> 00:25:26.730 that I'm also producing as part of the book as well, and that way 351 00:25:26.849 --> 00:25:32.890 people can help be helped by implementing what they've learned in the book. And 352 00:25:33.130 --> 00:25:40.319 I'm doing workshops with various marketing leaders and that will really focus on different businesses 353 00:25:40.440 --> 00:25:44.200 and specific businesses what they should do as a result of reading advice in the 354 00:25:44.240 --> 00:25:48.440 book. So essentially I'm saying, you know, incorporate a prominent cultural action 355 00:25:48.519 --> 00:25:51.950 within the book if you're if you're publishing a book like Mine Marketing, that 356 00:25:52.069 --> 00:25:56.509 Bookcom and if you do that then you know a massive percentage with people will 357 00:25:56.589 --> 00:26:00.910 register for your email updates as well and then you can communicate with some as 358 00:26:00.950 --> 00:26:03.670 you go along. I love it. David will put a link to that 359 00:26:03.950 --> 00:26:07.619 in the show notes. Let people engage with you there. CONGRATS on the 360 00:26:07.819 --> 00:26:10.539 the book launch coming up. It's been a pleasure having you on the show 361 00:26:10.579 --> 00:26:15.539 man. Yeah, thanks, Logan. Hey there, this is James Carberry, 362 00:26:15.579 --> 00:26:18.299 founder of sweet fish media and one of the cohosts of this show. 363 00:26:18.849 --> 00:26:21.730 The last year and a half I've been working on my very first book. 364 00:26:22.289 --> 00:26:26.329 In the book I share the three part framework we used as the foundation for 365 00:26:26.450 --> 00:26:29.970 our growth here at sweet fish. Now there are lots of companies that everised 366 00:26:30.009 --> 00:26:33.480 a bunch of money and have grown insanely fast, and we featured a lot 367 00:26:33.480 --> 00:26:37.279 of them here on the show. We've decided to bootstrap our business, which 368 00:26:37.359 --> 00:26:41.079 usually equates to pretty slow growth, but using the strategy outlined in the book, 369 00:26:41.519 --> 00:26:45.200 we're on pace to be one of inks fastest growing companies in two thousand 370 00:26:45.240 --> 00:26:49.309 and twenty. The book is called content based networking. How to instantly connect 371 00:26:49.309 --> 00:26:52.390 with anyone you want to know. If you're a fan of audiobooks. Like 372 00:26:52.470 --> 00:26:56.230 me, you can find the book on audible or be like physical books. 373 00:26:56.349 --> 00:27:00.710 You can also find it on Amazon. Just search content based networking or James 374 00:27:00.789 --> 00:27:04.859 Carberry. Car be a ARY, in audible or Amazon and it should pop 375 00:27:04.900 --> 00:27:06.299 right up