#WhyPodcastsWork 20: Stop Writing White Papers: Start Making Podcasts w/ Jenn Dellwo

WEBVTT 1 00:00:05.879 --> 00:00:10.710 Wouldn't it be nice to have several thought leaders in your industry know and Love 2 00:00:10.910 --> 00:00:16.149 Your brand? Start a podcast, invite your industries thought leaders to be guests 3 00:00:16.230 --> 00:00:21.350 on your show and start reaping the benefits of having a network full of industry 4 00:00:21.350 --> 00:00:29.820 influencers? Learn more at sweet phish MEDIACOM. You're listening to be tob growth, 5 00:00:30.219 --> 00:00:34.619 a daily podcast for B TOB leaders. We've interviewed names you've probably heard 6 00:00:34.619 --> 00:00:38.530 before, like Gary vanner truck and Simon Senek, but you've probably never heard 7 00:00:38.609 --> 00:00:42.850 from the majority of our guests. That's because the bulk of our interviews aren't 8 00:00:42.890 --> 00:00:47.409 with professional speakers and authors. Most of our guests are in the trenches leading 9 00:00:47.490 --> 00:00:52.280 sales and marketing teams. They're implementing strategy, they're experimenting with tactics, they're 10 00:00:52.359 --> 00:00:56.880 building the fastest growing bTV companies in the world. My name is James Carberry 11 00:00:56.960 --> 00:01:00.479 on, the founder of sweet fish media, a podcast agency for bb brands, 12 00:01:00.600 --> 00:01:03.759 and I'm also one of the cohosts of this show. When we're not 13 00:01:03.880 --> 00:01:07.709 interviewing sales and marketing leaders, you'll hear stories from behind the scenes of our 14 00:01:07.750 --> 00:01:11.709 own business. Will share the ups and downs of our journey as we attempt 15 00:01:11.709 --> 00:01:15.709 to take over the world. Just getting well? Maybe let's get into the 16 00:01:15.790 --> 00:01:23.140 show. Before we get into today's episode, we wanted to let you know 17 00:01:23.379 --> 00:01:27.459 about another podcast you may want to check out, the sales podcast with West 18 00:01:27.540 --> 00:01:33.010 Shaffer. West, who's known as the sales whisper, helps sales people everywhere 19 00:01:33.250 --> 00:01:38.090 generate more in bound sales that close faster, easier, at higher margins, 20 00:01:38.250 --> 00:01:42.569 with less dress and more fun. Our favorite episode on his show is titled 21 00:01:42.810 --> 00:01:47.049 Why you need to build for the next procession. Check it out and find 22 00:01:47.200 --> 00:01:51.120 the sales podcast wherever you do your podcast listening. All right, let's get 23 00:01:51.120 --> 00:01:57.120 into the show. Welcome back to be to be growth. I'm Logan lyles 24 00:01:57.200 --> 00:02:00.430 with sweet fish media. Today is another episode in our hy podcast work series 25 00:02:00.469 --> 00:02:06.230 where we're talking to be tob marketers that are seeing results with podcasting for their 26 00:02:06.310 --> 00:02:09.110 brand. Today I'm joined by Jen del Woe. She is the marketing manager 27 00:02:09.270 --> 00:02:14.430 over at rebel health. She is also the producer and host of radio REV 28 00:02:14.550 --> 00:02:16.259 JEN. Welcome to the show. How's it going today? Right, thanks 29 00:02:16.300 --> 00:02:19.819 so much for having me. I'm happy to be here. Awesome. I 30 00:02:20.340 --> 00:02:23.379 know that you have had some passion for for podcasting for quite some time. 31 00:02:23.500 --> 00:02:29.699 You guys are working on season two of your podcasts and I've enjoyed being on 32 00:02:29.780 --> 00:02:34.009 the sidelines kind of seeing your own podcasting journey. For those listeners who aren't 33 00:02:34.009 --> 00:02:38.449 as familiar with with yourself, with rebel health and your show, give us 34 00:02:38.449 --> 00:02:40.889 a little bit of context before we dive into chatting a little bit about what 35 00:02:42.050 --> 00:02:46.439 your podcasting journey's been like today. Sure. So I started working for rebel 36 00:02:46.680 --> 00:02:49.759 back in April of two thousand and eighteen, so it's been about two years 37 00:02:49.800 --> 00:02:53.840 now, and started as the marketing manager here. We were doing a lot 38 00:02:53.919 --> 00:02:59.949 of concept marketing and trade shows and I was brought on to really kind of 39 00:03:00.349 --> 00:03:02.750 take it to the next level and bring new ideas. So a little bit 40 00:03:02.750 --> 00:03:08.430 about rebble. It's a nextgen healthcare technology company that uses behavioral research and data 41 00:03:08.469 --> 00:03:14.060 science to move people to take action for better health. So basically what that 42 00:03:14.180 --> 00:03:19.340 means is we work with health plans and healthcare organizations to engage their members to 43 00:03:19.379 --> 00:03:22.740 do things like go and get a flu shot or going for a cancer screening 44 00:03:23.099 --> 00:03:27.060 or fill out of health risk assessment, and we started radio REV as one 45 00:03:27.099 --> 00:03:30.490 of those new initiatives, a new way to connect with people. Once I 46 00:03:30.610 --> 00:03:34.409 was brought on to to move forward with the content marketing. Awesome, I 47 00:03:34.530 --> 00:03:38.330 love it. It's a really Nice Segue Jin into the first question I wanted 48 00:03:38.370 --> 00:03:40.479 to ask you, and we've asked a lot of marketers here in this series, 49 00:03:40.599 --> 00:03:45.280 is and tell us a little bit about your journey into podcasting before we 50 00:03:45.360 --> 00:03:47.400 jump into what it's like today, some of the benefits, some of the 51 00:03:47.479 --> 00:03:52.240 surprises, those sorts of things will definitely get into, but I'm always interested 52 00:03:52.319 --> 00:03:55.270 in kind of that, that journey before you decide to do a podcast for 53 00:03:55.349 --> 00:04:00.990 your bb brand, before you start releasing episodes, what were some of the 54 00:04:00.069 --> 00:04:02.990 things that cause you guys to decide, Yep, we're going to do a 55 00:04:03.069 --> 00:04:06.189 podcast for our brand. Yeah, so, to answer your question, I 56 00:04:06.349 --> 00:04:11.500 need to back up a little bit because there were three specific things that kind 57 00:04:11.539 --> 00:04:15.100 of all happened at the exact same time that unequivocally pointed us in the direction 58 00:04:15.300 --> 00:04:19.500 of starting the podcast, and as these things came together, there ended up 59 00:04:19.540 --> 00:04:24.329 being very little doubt in my mind that that's what we needed to do once 60 00:04:24.370 --> 00:04:29.449 all these things started happening concurrently. So the first thing that happened was all 61 00:04:29.529 --> 00:04:32.050 of the sudden, we had been getting quite a few requests for a leadership 62 00:04:32.089 --> 00:04:35.970 team to be guessed on other podcast to talk about a lot of different things, 63 00:04:36.050 --> 00:04:41.480 including, but not always, health care, innovation or topics about technology, 64 00:04:41.959 --> 00:04:45.360 and that's what really kicked off the idea and got us thinking. If 65 00:04:45.399 --> 00:04:47.600 people are coming to us and wanting our team to be guests on their shows, 66 00:04:47.639 --> 00:04:50.480 it means that people are really interested in what we have to say and 67 00:04:50.600 --> 00:04:55.709 what we're doing and personally, it showed me that we're showing up in the 68 00:04:55.790 --> 00:05:00.149 industry as an authority. So what's stopping us from leveraging this type of feedback 69 00:05:00.149 --> 00:05:03.110 into establishing our own show? So that was really the first piece of it. 70 00:05:03.750 --> 00:05:09.379 And the second thing I had just attended inbound, which is hub spots 71 00:05:09.420 --> 00:05:14.860 annual marketing conference, and I attended this session that was all about repurposing content 72 00:05:15.060 --> 00:05:18.220 using various campaign sources and channels and it was about how to build a really 73 00:05:18.259 --> 00:05:24.769 effective content footprint and the power of creating new content out of existing pieces, 74 00:05:25.370 --> 00:05:29.449 and which really isn't a new concept in marketing at all. But one of 75 00:05:29.490 --> 00:05:32.610 the things that stood out to me was the presenters insistence that all companies should 76 00:05:32.610 --> 00:05:38.160 have a podcast. He said, you know, as a channel marketing teams 77 00:05:38.600 --> 00:05:41.800 should be leveraging it to build awareness and get your name out there in a 78 00:05:41.839 --> 00:05:45.319 different way that not as many to be companies are using. And you just 79 00:05:45.439 --> 00:05:48.480 kept saying be innovative and get a step ahead, and that really stuck with 80 00:05:48.639 --> 00:05:53.149 me because that's really what rebels all about and what our marketing team does a 81 00:05:53.230 --> 00:05:57.189 lot of. We love to test and learn and experiment to see what resonates 82 00:05:57.269 --> 00:06:00.870 and what doesn't. So after that conference, I'm on the plane home, 83 00:06:00.029 --> 00:06:04.100 when my wheels are turning, I'm thinking people are wanting us to be guests 84 00:06:04.180 --> 00:06:08.379 on our shows. This guy inbound is telling me that this is the next 85 00:06:08.420 --> 00:06:11.500 big thing to get into. And the last thing, the third piece is 86 00:06:11.740 --> 00:06:16.300 I had just launched a month before podcast with my husband, and this podcast 87 00:06:16.819 --> 00:06:19.250 that I do with him was just a for fun thing that we wanted to 88 00:06:19.329 --> 00:06:25.250 try out. We've always wanted to have a creative outlet to share and podcasting 89 00:06:25.370 --> 00:06:28.209 felt like a fun thing to do with a low barrier to entry. So, 90 00:06:28.850 --> 00:06:31.529 because of this personal interest, I realized I know all the equipment that's 91 00:06:31.529 --> 00:06:34.560 needed to do this. I know how to produce an edit, I know 92 00:06:34.680 --> 00:06:38.360 what it takes to get it off the ground. So why can't I do 93 00:06:38.519 --> 00:06:41.680 this for rubble? And so now I've convinced myself that this needs to happen. 94 00:06:41.720 --> 00:06:45.839 I love it. I can remember tuning into at least one episode of 95 00:06:45.920 --> 00:06:49.589 your personal podcast where you guys were breaking down or ranking your favorite songs on 96 00:06:50.110 --> 00:06:54.310 the Broadway music. Will Hamilton right? Yes, yeah, I got very 97 00:06:54.350 --> 00:06:58.829 emotional in that episode because I'm so passionate about it. Hey, it's easy 98 00:06:58.870 --> 00:07:01.939 to get passionate about that show and and the music in it. That conversation 99 00:07:02.060 --> 00:07:05.620 for another episode perhaps, though. I love that and you know you touched 100 00:07:05.660 --> 00:07:09.860 on something there. The you know, kind of the double benefit of you 101 00:07:09.939 --> 00:07:14.860 know, podcastings consistently on the rise. But I've talked with with folks about 102 00:07:14.939 --> 00:07:17.569 well, even if you aren't convinced that podcasting is on the rise for your 103 00:07:17.610 --> 00:07:23.209 niche audience, it's still helps you create that more efficient content engine. And 104 00:07:23.769 --> 00:07:27.529 you know marketing teams that we're talking to, whether they're five fifty or five 105 00:07:27.569 --> 00:07:31.360 hundred, are trying to be more effective with their content creation, putting it 106 00:07:31.399 --> 00:07:35.199 in front of the right people, getting it contextual for different channels, and 107 00:07:35.360 --> 00:07:40.279 so I think it's really interesting that you caught on to that really early as 108 00:07:40.360 --> 00:07:44.589 we keep talking about kind of your early days and podcasting for for rebel health, 109 00:07:44.589 --> 00:07:47.230 Jen, tell us a little bit about some of your initial aims once 110 00:07:47.310 --> 00:07:51.629 that kind of clicked. Seemed like at least three stars aligned and we're going 111 00:07:51.629 --> 00:07:56.230 to do this. Tell us a little bit about the next steps there in 112 00:07:56.389 --> 00:08:01.180 kind of setting out your initial aims for for your podcast. Sure. So, 113 00:08:01.379 --> 00:08:05.139 the initial aim really was to create more awareness about who revel is, 114 00:08:05.579 --> 00:08:09.660 build a reputation as an authority and provide really great stories of innovation and inspiration 115 00:08:09.819 --> 00:08:15.250 with healthcare, within healthcare. That makes our audience look at rebble and think 116 00:08:15.610 --> 00:08:18.730 this is a company I trust. They're sharing cool stories about change makers and 117 00:08:18.889 --> 00:08:24.970 they're doing really great work that is making a difference. And so, overall, 118 00:08:24.170 --> 00:08:28.399 my goal for the show was to be well, it still is. 119 00:08:28.560 --> 00:08:31.360 My goal is to be relatable, to be interesting, to be different and 120 00:08:31.480 --> 00:08:35.960 to be human and I want to want the show to be less about throwing 121 00:08:35.000 --> 00:08:41.870 facts around and more about storytelling. And I think one of the biggest challenges 122 00:08:41.070 --> 00:08:45.870 was when we as a company decided that yes, we're going to do this, 123 00:08:46.590 --> 00:08:50.629 there were definitely some people internally that we're still skeptical right out the gate, 124 00:08:50.990 --> 00:08:56.139 which is completely understandable. You don't get names and people specifically raising their 125 00:08:56.220 --> 00:09:00.740 hand for this type of content. It's ungated, it's passively consumed. So 126 00:09:00.820 --> 00:09:03.899 how do we really track and gain leads from this, which I think is 127 00:09:03.940 --> 00:09:07.460 a totally fair thing to ask. In my response to that is good marketing 128 00:09:07.580 --> 00:09:11.129 uses a multi channel approach, something that the rebel platform does as well. 129 00:09:11.809 --> 00:09:16.370 It's a good mix of gated and ungated content and that's how you can really 130 00:09:16.490 --> 00:09:18.850 cook people and draw people in to learn more, and that's something we've known 131 00:09:18.929 --> 00:09:22.529 for a long time in marketing, and a podcast was really just another avenue 132 00:09:22.649 --> 00:09:26.879 to do that. I love that. I would love to kind of stay 133 00:09:26.960 --> 00:09:28.519 on that track for just a second, Jenk, because you know, I 134 00:09:28.639 --> 00:09:31.960 talked to a lot of marketers who are thinking about a podcast or a podcast 135 00:09:33.000 --> 00:09:37.759 series on one of our shows as thought leadership for for their brand, and 136 00:09:37.840 --> 00:09:41.070 I see them wrestling with, you know, how much do we invest in 137 00:09:41.230 --> 00:09:43.830 brand and thought leadership, which is very top of the funnel, and you 138 00:09:43.909 --> 00:09:48.710 know they're being measured often times on how much pipeline are regenerating, how many 139 00:09:48.750 --> 00:09:52.059 leads, and so often times drawing that straight line is kind of where people 140 00:09:52.059 --> 00:09:56.620 wrestle, or are some of the ways that you guys have seen those two 141 00:09:56.620 --> 00:10:00.620 are connected, or you kind of came to terms with where the podcast would 142 00:10:00.740 --> 00:10:05.539 influence your overall sales funnel and how you would measure that going forward or how 143 00:10:05.580 --> 00:10:09.610 you would go about helping it influence other pieces that are maybe further down the 144 00:10:09.649 --> 00:10:13.450 funnel? Yeah, I think a big piece of it was just establishing that 145 00:10:13.889 --> 00:10:18.250 this is a brand building exerci eyes. This is to help our sales team, 146 00:10:18.529 --> 00:10:22.720 give them another tool to connect with people, to share with prospects, 147 00:10:24.159 --> 00:10:28.840 to give people an idea of what's going on in the industry and to kind 148 00:10:28.840 --> 00:10:31.759 of help with that. But where are the leads are coming from? Question? 149 00:10:31.440 --> 00:10:35.590 We try to come up with a way for the sales team to be 150 00:10:35.669 --> 00:10:39.470 happy at the same time. So some of our episodes within the show notes 151 00:10:39.590 --> 00:10:45.389 link out to downloadable content that you can only get from the podcast episode. 152 00:10:45.509 --> 00:10:48.110 So if someone downloads that, then they specifically do raise their hand and you 153 00:10:48.230 --> 00:10:52.299 know that they've listened to the show in order to get to that content. 154 00:10:52.860 --> 00:10:56.940 So that's kind of how we we came to a happy ground between sells and 155 00:10:56.019 --> 00:11:00.620 marketing. Yeah, I really like that. I've seen some folks try to 156 00:11:00.779 --> 00:11:03.610 completely gate the podcast content, which I think is a move in the wrong 157 00:11:03.769 --> 00:11:07.529 direction. You know, back to your point of you need a mix of 158 00:11:07.610 --> 00:11:11.090 gated and ungated content and part of the reason that podcasting is growing is that 159 00:11:11.289 --> 00:11:16.090 it is ungated. There's a very friction free way to to get content, 160 00:11:16.129 --> 00:11:20.279 and then it becomes about the quality. Can you create content that draws people 161 00:11:20.320 --> 00:11:24.159 in? And isn't that? You know, what we've been about since the 162 00:11:24.279 --> 00:11:28.480 inbound movement has been pushing us as marketers is is that, you know, 163 00:11:28.559 --> 00:11:31.919 it's this law of attraction, right, and so the fact that I can't 164 00:11:31.039 --> 00:11:35.909 just capture your email and then send you to Stam Island, that shouldn't be 165 00:11:35.950 --> 00:11:39.549 a drawback to podcasting. That should be just encourage us to make better content 166 00:11:39.590 --> 00:11:43.909 and then use that in a way with demandsion efforts that that make a lot 167 00:11:43.950 --> 00:11:46.179 of sense. I like the way that you guys are doing that, not 168 00:11:46.379 --> 00:11:50.580 gating the podcast content, but maybe gating some content that the podcast points to 169 00:11:50.820 --> 00:11:54.500 so that you can have that thought, leadership, rand awareness and those demand 170 00:11:54.580 --> 00:12:01.419 gin strategies feed off one another exactly. Hey, everybody, logan with sweet 171 00:12:01.419 --> 00:12:03.090 fish here. If you've been listening to the show for a while. You 172 00:12:03.250 --> 00:12:07.690 know, we're big proponents of putting out original, organic content on linked in, 173 00:12:09.129 --> 00:12:11.450 but one thing that's always been a struggle for a team like ours is 174 00:12:11.529 --> 00:12:16.480 to easily track the reach of that linkedin content. That's why I was really 175 00:12:16.519 --> 00:12:20.039 excited when I heard about shield the other day from a connection on, you 176 00:12:20.200 --> 00:12:24.080 guessed it, linked in. Since our team started using shield, I've loved 177 00:12:24.200 --> 00:12:28.639 how it's let us easily track and analyze the performance of our linkedin content without 178 00:12:28.799 --> 00:12:35.230 having to manually log it ourselves. It automatically creates reports and generates some dashboards 179 00:12:35.269 --> 00:12:39.549 that are incredibly useful to see things like what content has been performing the best 180 00:12:39.750 --> 00:12:43.629 and what days of the week are we getting the most engagement and our average 181 00:12:43.669 --> 00:12:46.700 views proposed. I'd highly suggest you guys check out this tool if you're putting 182 00:12:46.700 --> 00:12:50.139 out content on Linkedin, and if you're not, you should be. It's 183 00:12:50.179 --> 00:12:54.100 been a game changer for us. If you go to shield APP DOT AI 184 00:12:54.500 --> 00:12:58.769 and check out the ten day free trial, you can even use our promo 185 00:12:58.889 --> 00:13:01.929 code be to be growth to get a twenty five percent discount. Again, 186 00:13:03.009 --> 00:13:07.009 that's shield APP DOT AI and that Promo Code is be. The number to 187 00:13:07.490 --> 00:13:11.049 be growth all one word. All right, let's get back to the show. 188 00:13:15.960 --> 00:13:20.080 So you mentioned actually enabling the the sales team. It's a common theme 189 00:13:20.120 --> 00:13:24.840 I've heard in this series with with marketing teams, you know. So often 190 00:13:24.080 --> 00:13:30.070 I'm hearing people encourage us as marketers to utilize the voice of the customer and 191 00:13:30.190 --> 00:13:33.470 I hear people telling sales people you need to add value. But oftentimes, 192 00:13:33.750 --> 00:13:37.230 you know, that voice of the customer kind of comes in these polished case 193 00:13:37.269 --> 00:13:41.139 studies that people aren't trusting as much because they know we've kind of force fed 194 00:13:41.220 --> 00:13:46.779 that quote maybe or wrote it and then ask the customer for for their approval, 195 00:13:46.100 --> 00:13:50.460 and then sales were not giving them an easy way to supply any sort 196 00:13:50.500 --> 00:13:54.059 of social proof or thought leadership content to their prospects. Can you tell us 197 00:13:54.100 --> 00:13:58.570 a little bit about how you guys have taken it, put it into the 198 00:13:58.610 --> 00:14:01.370 sales team's hands and seeing them use it, you know, in prospecting, 199 00:14:01.409 --> 00:14:07.250 in nurturing and in different things in their typical sales motions? Yeah, happy 200 00:14:07.289 --> 00:14:11.360 to I think this is probably one of the biggest benefits of starting the podcast 201 00:14:11.360 --> 00:14:15.919 because, as you mentioned, it's just another tool that our sales team can 202 00:14:15.960 --> 00:14:20.399 use. So instead of sending a long white paper to a prospect or asking 203 00:14:20.440 --> 00:14:24.080 someone to log on at a specific time for a Webinar that they have to 204 00:14:24.159 --> 00:14:26.269 sit down and watch. People can listen to our show on the go and 205 00:14:26.389 --> 00:14:30.509 learn more about who revel is and the work that they're doing, at the 206 00:14:30.590 --> 00:14:35.230 work that we're doing. And it's not like a direct sales tool. We're 207 00:14:35.230 --> 00:14:39.620 not talking about our products, but we're interviewing there are listeners, peers, 208 00:14:39.059 --> 00:14:43.379 so they're hearing from other people in their same position about the different things that 209 00:14:43.580 --> 00:14:48.940 they're doing and solving the same problems that our listeners have. So people will 210 00:14:48.980 --> 00:14:52.620 come back to the sales team after listening to it say I get it, 211 00:14:52.009 --> 00:14:54.490 like I get what you guys are doing and I want in on this. 212 00:14:56.090 --> 00:15:01.289 So they're they're using it as an easy tool to get people to hear more 213 00:15:01.330 --> 00:15:05.529 about what reuble is doing without being super sales and getting in your face and 214 00:15:05.570 --> 00:15:09.200 saying here's a product demo. It's more about the story aspect of what we're 215 00:15:09.240 --> 00:15:13.879 doing. Yeah, absolutely, and it's just so much more scalable right putting 216 00:15:13.879 --> 00:15:20.039 those stories of your prospects peers into the hands of your sales team so that 217 00:15:20.080 --> 00:15:24.029 if they're talking to someone who fits this persona okay, I've got an episode 218 00:15:24.029 --> 00:15:26.309 to draw from that Jin and the team on marketing, on the marketing team, 219 00:15:26.509 --> 00:15:30.789 you know, have already done and I can kind of match those two 220 00:15:30.789 --> 00:15:33.830 as well. You know, we've talked about pushing the gated content. We've 221 00:15:33.830 --> 00:15:39.340 talked about the podcast itself serving as sales enablement. Obviously, when you look 222 00:15:39.379 --> 00:15:41.580 at kind of your podcast metrics, a lot of folks are looking at, 223 00:15:41.700 --> 00:15:45.580 you know, downloads and just seeing, okay, is that kind of trending 224 00:15:45.620 --> 00:15:48.419 up into the right what are some of the ways that you guys have continually 225 00:15:48.580 --> 00:15:54.610 measured success or progress with your podcast, Jen, especially, as you mentioned, 226 00:15:54.970 --> 00:15:58.289 in the early days wrestling with is this the right move for us? 227 00:15:58.330 --> 00:16:00.330 Is this the right channel for us to invest in? Sure, so, 228 00:16:00.570 --> 00:16:03.960 we do look at a few different metrics. The key one, obviously, 229 00:16:04.200 --> 00:16:07.679 is how many times has the episode been listened to or downloaded? And, 230 00:16:08.240 --> 00:16:12.000 as I mentioned, we do have some gated content attached to the podcast, 231 00:16:12.200 --> 00:16:15.840 so those pieces that are directly driven from the podcast itself. So we can 232 00:16:15.879 --> 00:16:19.110 measure the impact that way. But I think the number one thing for us 233 00:16:19.429 --> 00:16:23.870 is really just feedback from our audience, because our team is using the podcast 234 00:16:23.909 --> 00:16:29.669 as a sales tool and are encouraging prospects to listen to it. They'll come 235 00:16:29.710 --> 00:16:32.230 back to us and let us know what they think, if they have topics 236 00:16:32.309 --> 00:16:34.580 for ideas and and other guests, or if they want to be a guest. 237 00:16:34.899 --> 00:16:41.100 We've definitely connected with people that way and we really saw the impact of 238 00:16:41.259 --> 00:16:45.740 this just recently when we announced we were looking for speakers for our upcoming season. 239 00:16:45.220 --> 00:16:49.090 We ended up getting an overwhelming response from people with ideas of topics and 240 00:16:49.169 --> 00:16:53.529 feedback about how much they're enjoying the existing episodes, which feels really great for 241 00:16:53.649 --> 00:16:57.970 me because it was basically unsolicited feedback. I was looking for speakers, but 242 00:16:59.049 --> 00:17:03.080 instead I got feedback, which was great. I love that. So tell 243 00:17:03.080 --> 00:17:06.559 us a little bit, Jen, about you know, maybe something that's been 244 00:17:06.759 --> 00:17:10.799 surprising for you guys. You know, most marketing teams that I talked to, 245 00:17:10.880 --> 00:17:15.910 again from marketing teams of five to five hundred, podcasting is usually a 246 00:17:15.269 --> 00:17:19.430 brand new channel for them, and so I think there's this kind of trepidation 247 00:17:19.470 --> 00:17:22.549 about the unknown. And since you guys are a little bit further along than 248 00:17:22.589 --> 00:17:26.750 maybe some folks listening to this, Jen, I would love for you to 249 00:17:26.029 --> 00:17:29.829 share a little bit about you know, maybe something or a few things that 250 00:17:29.869 --> 00:17:33.180 have been surprising to you along the way, and then we'll get to kind 251 00:17:33.180 --> 00:17:36.859 of some some final parting thoughts on your advice for other folks that are at 252 00:17:36.900 --> 00:17:38.980 that stage in the journey as well. In the beginning, for me there 253 00:17:40.140 --> 00:17:44.970 was definitely a fear about finding guests, like does anyone even want to be 254 00:17:45.009 --> 00:17:48.690 a part of this, and it ended up being so much easier than I 255 00:17:48.730 --> 00:17:52.849 was anticipating. People were really excited about being asked to be on the show, 256 00:17:52.890 --> 00:17:56.529 which is really fun because they brought a lot of great energy and all 257 00:17:56.569 --> 00:18:02.759 of the interviews are so thoughtful and people are really putting time and energy into 258 00:18:02.839 --> 00:18:06.039 these interviews and their passion for their work really shines through, I think. 259 00:18:06.720 --> 00:18:10.960 And now that we've been doing this for over a year, I found that 260 00:18:11.200 --> 00:18:15.630 our episodes are really complimentary to the rest of our marketing efforts. While they 261 00:18:15.670 --> 00:18:18.430 may stand alone a bit as far as our content, they fit into the 262 00:18:18.549 --> 00:18:22.230 general themes that we're shooting for, and I think what's Nice about that is 263 00:18:22.349 --> 00:18:26.700 that we're able to repurpose the podcast episodes into more content, so we can 264 00:18:26.740 --> 00:18:30.380 write blog posts about them or they can inform our ebooks or we can use 265 00:18:30.460 --> 00:18:36.700 them to promote our upcoming events. So they're just been so many surprises about 266 00:18:37.059 --> 00:18:38.819 how, yes, we added this other channel that seems like it might be 267 00:18:38.859 --> 00:18:42.009 a heavy lift, but it's actually made our job a lot easier to create 268 00:18:42.049 --> 00:18:47.490 additional content. I love that and I'm really interested too, that you were 269 00:18:47.529 --> 00:18:52.049 surprised by the high percentage of folks that you invited to be guests. Said 270 00:18:52.130 --> 00:18:56.079 guess you didn't have the friction there that you thought, especially in an industry 271 00:18:56.599 --> 00:19:00.359 like healthcare. You know, because we've produced shows for folks that are reaching 272 00:19:00.440 --> 00:19:06.119 the HR audience or manufacturing or sales mark getting, you name it, and 273 00:19:06.200 --> 00:19:11.150 we've seen kind of different trepidation thereabout can we get guests based on, you 274 00:19:11.230 --> 00:19:12.950 know, kind of our guest persona, and to me I would think, 275 00:19:14.029 --> 00:19:17.109 you know, healthcare is probably one of those tougher ones. But you guys 276 00:19:17.109 --> 00:19:19.710 were pleasantly surprised, right, yeah, and I think the reason I was 277 00:19:19.829 --> 00:19:26.619 fearful was because I didn't know how guarded people would be about the innovative projects 278 00:19:26.660 --> 00:19:29.940 that they're working on. How much do they actually want to share, because 279 00:19:29.980 --> 00:19:33.259 maybe those are things that they don't want other other people knowing that they're doing, 280 00:19:33.539 --> 00:19:37.700 and so it was great to find out that they were willing to share 281 00:19:37.779 --> 00:19:41.569 because it's for the good of the holy industry, which was to discover. 282 00:19:41.089 --> 00:19:45.049 Yeah, do you have any advice for folks? I know we want to 283 00:19:45.089 --> 00:19:49.210 close with some some parting advice for folks on kind of planning out their podcast 284 00:19:49.289 --> 00:19:52.640 in the early days. But since you guys have seen a lot of success 285 00:19:52.880 --> 00:19:57.559 in getting the guests on your podcast that you've wanted to have any advice for 286 00:19:57.640 --> 00:20:02.960 folks in outreach strategies or the way that they do their messaging to those potential 287 00:20:03.000 --> 00:20:06.359 guests? What has worked well for me is if there's a guess that we 288 00:20:06.799 --> 00:20:10.589 know we want to have on, I will find someone within the organization that 289 00:20:11.029 --> 00:20:15.150 knows that person best and have that person reach out first and make the connection 290 00:20:15.349 --> 00:20:19.109 to me if they're interested, so I'm not just some random person reaching out 291 00:20:19.109 --> 00:20:22.980 to them asking them to be on the podcast. It's the salesperson or maybe 292 00:20:23.019 --> 00:20:27.779 our CEO or the head of our government programs initiatives like she will get me 293 00:20:27.819 --> 00:20:33.380 in touch with the right person so that it's a more of friendly and, 294 00:20:33.380 --> 00:20:40.009 you know, welcoming space so they have an introduction for in advance. Yeah, 295 00:20:40.210 --> 00:20:42.410 that's really solid advice. Well, Jen, as we wrap up today, 296 00:20:42.410 --> 00:20:45.490 as we typically do on this series, I want to give you the 297 00:20:45.569 --> 00:20:51.000 opportunity to offer some advice to folks, beb marketers, that are maybe thinking 298 00:20:51.039 --> 00:20:53.799 about podcasting where they are, you know, a little bit behind you in 299 00:20:53.920 --> 00:20:59.319 this journey of podcasting for their brand, since you've been kind of thinking through 300 00:20:59.319 --> 00:21:00.400 why we should do it, how we're going to do it. You guys 301 00:21:00.440 --> 00:21:06.029 have been through a year of podcasting for your company. Now. What advice 302 00:21:06.150 --> 00:21:08.190 would you give for folks that are kind of standing at that point today? 303 00:21:08.589 --> 00:21:11.950 I think my number one piece of advice because we went through this and I'm 304 00:21:12.029 --> 00:21:15.349 thinking if we had just thought through it a little bit more in the beginning, 305 00:21:15.349 --> 00:21:18.099 it wouldn't have been a tricky for us. But I would say have 306 00:21:18.420 --> 00:21:23.059 a standard episode format. When we first started, we hadn't decided on a 307 00:21:23.180 --> 00:21:27.019 host and we jumped around and tested out different people hosting and that could have 308 00:21:27.019 --> 00:21:30.460 been tough for our audience to follow. So fast forward to now, we 309 00:21:30.579 --> 00:21:34.049 figured out what works and we have one person hosting in an interview type of 310 00:21:34.089 --> 00:21:37.730 style. But if I could go back, I would have worked that out 311 00:21:37.250 --> 00:21:42.609 earlier and experimented before those episodes went live. And the other piece of that 312 00:21:44.130 --> 00:21:48.799 is I think having a standard episode format too is really important. So music 313 00:21:48.920 --> 00:21:53.559 in the beginning, music at the end, and ask maybe one or two 314 00:21:53.599 --> 00:21:56.799 of the same questions every time that are a little bit more fun to get 315 00:21:56.799 --> 00:22:00.589 to know your guest. We ask the same two questions of each person that's 316 00:22:00.630 --> 00:22:03.869 on. We ask what's your favorite eight song in the beginning of the interview 317 00:22:04.269 --> 00:22:08.150 and we end the interview with what's The coolest thing you've done lately? We 318 00:22:08.230 --> 00:22:12.150 had some really funny answers and I think it it just continues to humanize the 319 00:22:12.190 --> 00:22:17.180 guests and adds a personal touch that you might not normally get with this type 320 00:22:17.220 --> 00:22:21.019 of interview. Yeah, absolutely, we've been doing some thinking on that. 321 00:22:21.059 --> 00:22:23.299 A lot of the shows that we produce we have a consistent you know, 322 00:22:23.460 --> 00:22:29.019 find a five to seven second snippet that's kind of that cold open hook that 323 00:22:29.180 --> 00:22:32.890 maybe you put before that standard intro, those sorts of things. I've seen 324 00:22:32.930 --> 00:22:36.569 other folks do this really well, Ethan, but who hosts the customer experience 325 00:22:36.650 --> 00:22:41.609 podcast, opens with a standard question, closes with some standard questions. That 326 00:22:41.809 --> 00:22:47.799 that familiarity kind of gets listeners into a rhythm and expectation. You know another 327 00:22:47.839 --> 00:22:51.119 thing along those lines I'll just add, because I think you're touching on some 328 00:22:51.240 --> 00:22:53.079 really good points for folks to think about, JEN is. You know it. 329 00:22:53.200 --> 00:22:56.680 Can you have a standard closing line? That, again, is just 330 00:22:56.759 --> 00:23:00.950 kind of that mental hook. I think of Sang Rum Vajeri at terminus and 331 00:23:00.349 --> 00:23:04.910 you know his saying that he repeats a lot that without a community you're simply 332 00:23:04.950 --> 00:23:10.869 a commodity. Or Craig grow shell on his leadership podcast. People would always 333 00:23:11.150 --> 00:23:15.539 rather follow a leader who's always real than always right. I think I butchered 334 00:23:15.539 --> 00:23:17.900 it just a little bit, but it's sticking in my head enough to where 335 00:23:17.900 --> 00:23:21.259 I can almost recite it verbatim. But those sorts of things, I think, 336 00:23:21.299 --> 00:23:23.339 can be powerful. So think about them in the early days and set 337 00:23:23.380 --> 00:23:26.650 yourself up for success. Well, Jen this has been a fantastic conversation. 338 00:23:26.970 --> 00:23:30.890 I've known that you've had a passion for this channel for quite some time and 339 00:23:32.009 --> 00:23:34.809 so it was a pleasure to chat with you on the why podcast work series 340 00:23:34.849 --> 00:23:40.490 and and have you be able to share some advice and some specific examples of 341 00:23:40.569 --> 00:23:45.039 what your experience has been like podcasting for your company. So if anybody listening 342 00:23:45.079 --> 00:23:48.279 to this would like to stay connected with you, a fellow marketer or someone 343 00:23:48.319 --> 00:23:52.079 thinking about podcasting for their brand that may want to ask some follow up questions, 344 00:23:52.160 --> 00:23:53.920 or they want to find your show because maybe they're in the healthcare space 345 00:23:53.960 --> 00:23:57.029 and they would like to find radio rev what's the best way for them to 346 00:23:57.109 --> 00:24:00.910 reach out and stay connected with you and your team? They can find me 347 00:24:00.990 --> 00:24:04.630 on Linkedin and it's general two ends. Awesome, and the show is available 348 00:24:04.789 --> 00:24:10.579 everywhere podcasts are consumed, I'm assuming. Yep, awesome, awesome, well, 349 00:24:10.579 --> 00:24:11.619 Jen, we will make sure to link to your show in the in 350 00:24:11.740 --> 00:24:15.460 the show notes. This has been a really great conversation. Thank you so 351 00:24:15.579 --> 00:24:18.059 much for getting on the other side of the mic is a guest today. 352 00:24:18.059 --> 00:24:25.650 I really appreciate it. Thanks for having me. I hate it when podcasts 353 00:24:25.769 --> 00:24:29.210 incessantly ask their listeners for reviews, but I get why they do it, 354 00:24:29.609 --> 00:24:33.730 because reviews are enormously helpful when you're trying to grow a podcast audience. So 355 00:24:33.890 --> 00:24:36.690 here's what we decided to do. If you leave a review for me to 356 00:24:36.730 --> 00:24:41.039 be growth and apple podcasts and email me a screenshot of the review to James 357 00:24:41.079 --> 00:24:44.920 at Sweet Fish Mediacom, I'll send you a signed copy of my new book. 358 00:24:44.960 --> 00:24:48.599 Content based networking. How to instantly connect with anyone you want to know. 359 00:24:48.079 --> 00:24:51.960 We get a review, you get a free book. We both win. 360 -->