Aug. 2, 2020

#BTC 35: How to Do Original Research with Your Podcast w/ Timothy Bauer & James Carbary

In this episode of the #BehindTheCurtain Series, Timothy Bauer & James Carbary talk about how you should be doing original research for your podcast.


Want to get your copy of James' book, Content-Based Networking?

It's available on Amazon now: http://bit.ly/content-basednetworking

If you want it in audiobook format, just search Content-Based Networking or James Carbary on Audible.

Transcript
WEBVTT 1 00:00:04.639 --> 00:00:07.469 Welcome back to BB growth. My name is James Carberry and I'm joining today 2 00:00:07.509 --> 00:00:11.429 by Timmy Bauer, our content strategist. Timmy and I were just at pizza 3 00:00:11.429 --> 00:00:16.350 press down the street at lunch and we were nerding out on something new that 4 00:00:16.510 --> 00:00:21.699 we are doing with BB growth and it's around original research. So I've talked 5 00:00:21.739 --> 00:00:27.140 to Ian Luck in the past about original research, our friend Andy Krestodina talks 6 00:00:27.179 --> 00:00:32.700 about original research a ton and we have just started to do our own original 7 00:00:32.740 --> 00:00:37.490 research. Timmy is starting to do original research at his company with his podcast 8 00:00:37.570 --> 00:00:40.490 books for kids, and so I was like, man, we should go 9 00:00:40.810 --> 00:00:45.490 back to the house and just record how we're thinking about original research, because 10 00:00:45.490 --> 00:00:51.520 I don't hear anybody talking about original research in this way and inside I think 11 00:00:51.600 --> 00:00:54.719 some of the things we're doing are pretty unique as it relates to using our 12 00:00:54.759 --> 00:00:58.079 podcast to fuel our original research. So to me, what, why? 13 00:00:58.280 --> 00:01:02.159 Why are you jazzed up about this topic? I guess the biggest reason I'm 14 00:01:02.159 --> 00:01:06.989 jazzed up about it is the idea that, because of something I'm already doing, 15 00:01:07.310 --> 00:01:11.469 like it's already smart for me to be recording as many episodes as I 16 00:01:11.549 --> 00:01:15.030 can on books for kids. This thing that I'm already doing can be an 17 00:01:15.189 --> 00:01:23.060 engine of creating a really valuable resource that I can then offer to my the 18 00:01:23.340 --> 00:01:26.900 ideal people that I need to be in relationship with from business. Yeah, 19 00:01:26.980 --> 00:01:30.620 so, I mean we've we run a lot of experiments and sweet fish. 20 00:01:30.700 --> 00:01:37.969 We're constantly trying to develop new products, new offerings, and as I evaluate 21 00:01:38.290 --> 00:01:42.010 what is something that we need to add into our product mix, you've got 22 00:01:42.129 --> 00:01:45.530 to think through, okay, what is the hard cost of this if this 23 00:01:45.689 --> 00:01:48.920 doesn't work? And so we've done things in the past where we've had to 24 00:01:49.040 --> 00:01:52.959 bring on New People into the team, we've created new roles. Obviously, 25 00:01:53.040 --> 00:01:57.840 your people assets or your most expensive things that you can invest in. And 26 00:01:57.280 --> 00:02:00.359 when we thought about this channel, because we're going to talk about how we're 27 00:02:00.400 --> 00:02:06.829 actually going to be monetizing the original research that we do through through our podcast, 28 00:02:06.950 --> 00:02:10.669 through this podcast, and in doing so, it's not nearly as much 29 00:02:10.669 --> 00:02:15.270 of a risk as other new products that we've brought to market, because it's 30 00:02:15.780 --> 00:02:19.659 exactly what timmy just said. We're already doing these interviews. We're already interviewing 31 00:02:20.020 --> 00:02:24.740 multiple people every single day for this show. So it's literally just a matter 32 00:02:24.780 --> 00:02:31.050 of asking a few extra questions after we've cut the recording, gathering that information, 33 00:02:31.650 --> 00:02:36.969 putting that data together, pulling insights from that data and then displaying that 34 00:02:37.129 --> 00:02:40.849 information in a really nice visual asset. So when you hear US talk about 35 00:02:40.849 --> 00:02:46.520 original research, essentially what that is, what most people what most companies that 36 00:02:46.560 --> 00:02:49.919 are doing original research, which actually there are very few companies, they're really 37 00:02:50.039 --> 00:02:53.800 doing it, unfortunately, but they're doing it on an annual basis and they're 38 00:02:53.840 --> 00:03:00.629 coming up with a list of maybe twenty to forty questions and they they blast 39 00:03:00.949 --> 00:03:04.469 their their list, they go and try to get everybody that they possibly can 40 00:03:04.710 --> 00:03:09.069 in their target demographic, their target market, to fill out this two forty 41 00:03:09.110 --> 00:03:15.939 question survey and then they put that data together and they package up those insights 42 00:03:15.060 --> 00:03:20.740 and say, Hey, this is our annual report on the state of whatever 43 00:03:20.780 --> 00:03:23.900 it is who, whatever they're starts, the state of customer experience or the 44 00:03:23.020 --> 00:03:29.210 State of Bebe Marketing or whatever, and what the what we're doing? That's 45 00:03:29.370 --> 00:03:34.210 that's different here is, instead of putting all this data together once a year 46 00:03:34.650 --> 00:03:42.719 and making this massive push toward getting everybody to fill out this long questionnaire once 47 00:03:42.759 --> 00:03:47.199 a year, we're experimenting with doing this on an ongoing basis and releasing a 48 00:03:47.479 --> 00:03:53.080 quarterly report every three months and actually charging for that report. So I think, 49 00:03:53.400 --> 00:03:57.789 as the time that we're recording this right now, the thought is, 50 00:03:58.229 --> 00:04:00.270 you know, it's it's going to be ninety seven bucks a quarter or three 51 00:04:00.310 --> 00:04:04.990 hundred bucks for the entire year and you can get a piece of that research 52 00:04:05.110 --> 00:04:09.590 for free. So that's how will market it will get you. Will do 53 00:04:09.710 --> 00:04:14.900 a lot of paid advertising around say one question, the answer to one of 54 00:04:14.939 --> 00:04:17.860 the questions. Will put it in a nice maybe two. Will package up 55 00:04:17.939 --> 00:04:21.459 that data in a two or three page PDF. That's really nice. Well, 56 00:04:21.500 --> 00:04:27.769 the designed actually shares an actionable insight from the the question and the data 57 00:04:27.810 --> 00:04:30.370 that we've collected and will say hey, if you want to know the most 58 00:04:30.370 --> 00:04:35.329 underrated be tob marketing trend, we asked a hundred bb marketers what they thought 59 00:04:35.329 --> 00:04:40.319 it was. Here's the answer. You sign up, you get that insight 60 00:04:40.800 --> 00:04:45.000 and then once you've got that, we now will try to upsell you on 61 00:04:45.279 --> 00:04:47.560 buying the rest of the report. For, you know, ninety seven bucks 62 00:04:47.600 --> 00:04:51.949 a quarter and I'm really excited about it. Who knows if people buy it 63 00:04:51.990 --> 00:04:57.910 or not, but it's not a huge risk for us to do it because 64 00:04:57.949 --> 00:05:01.069 we've already got designers, we're already doing all these interviews and package and it's 65 00:05:01.110 --> 00:05:04.790 so it's just a matter of a little extra time for the host of BB 66 00:05:04.990 --> 00:05:10.060 growth, so mostly Dan and and Logan, and a little bit of extra 67 00:05:10.139 --> 00:05:14.180 time for our design team to pack it, you know, to package up 68 00:05:14.180 --> 00:05:17.220 the data and organize it in such a way where it's actually a really helpful 69 00:05:17.220 --> 00:05:21.649 asset for folks. So, as you're thinking about doing this for yourself, 70 00:05:21.930 --> 00:05:27.449 to me with books for kids. You know you for you it's very strategic 71 00:05:27.649 --> 00:05:31.689 for you to know people that are organizing literacy events. So, your children's 72 00:05:31.689 --> 00:05:36.399 book author, you make your money whenever you go into a school read your 73 00:05:36.439 --> 00:05:42.240 book and parents of the kids that you've read to now you send an order 74 00:05:42.279 --> 00:05:46.040 from home with them. They then come back the next day and with a 75 00:05:46.120 --> 00:05:49.870 check or with cash and you sell your book individually a kids. So not 76 00:05:49.990 --> 00:05:55.189 a traditional B tob model, but you've figured out that if I can get 77 00:05:55.310 --> 00:05:59.029 on stages, if I can get if I can go and teach at literacy 78 00:05:59.149 --> 00:06:03.459 events, then teachers go to those events and I get a swarm of teachers 79 00:06:03.500 --> 00:06:08.740 that want me to come to their school and read my book to their kids, 80 00:06:08.779 --> 00:06:11.740 which is how you make your money exactly. So you've had to reverse 81 00:06:11.740 --> 00:06:17.139 engineer how do I actually get on these stages? And and so you're doing 82 00:06:17.220 --> 00:06:20.970 content based networking. You've got your books for kids podcast. You are asking 83 00:06:21.970 --> 00:06:26.529 these event organizers that are just the decision makers, the people that can put 84 00:06:26.529 --> 00:06:29.329 you on their stages. You're asking them to be on the books for kids 85 00:06:29.370 --> 00:06:33.600 podcast. You're building genuine relationships with them and then and you're doing original research 86 00:06:33.759 --> 00:06:36.560 with them. You're asking these questions. You've figured out what are your ten 87 00:06:36.600 --> 00:06:42.000 questions that you're going to ask close to interview and and you're using that to 88 00:06:42.079 --> 00:06:46.079 build a relational equity with these people who then are ultimately going to be asking 89 00:06:46.120 --> 00:06:50.629 you to come and speak at their events. So why is the original research 90 00:06:50.670 --> 00:06:56.870 a critical part of that process for you? Yeah, so originally I was 91 00:06:57.029 --> 00:07:01.060 just doing original research for this sheer hey, I'm already talking to these people 92 00:07:01.459 --> 00:07:04.779 and I know original research is a thing that people should be doing, so 93 00:07:04.819 --> 00:07:08.860 I'm just going to start doing it and then figure out what I'm going to 94 00:07:08.899 --> 00:07:11.259 do with it. So that's kind of how it started, and originally a 95 00:07:11.459 --> 00:07:15.139 big part of it was just content strategy. I would ask questions that would 96 00:07:15.139 --> 00:07:18.170 help give me clues as to what would make good content on the podcast. 97 00:07:19.050 --> 00:07:24.089 But as I've been doing it, I've realized, Oh wait a second, 98 00:07:24.649 --> 00:07:30.839 these the questions that I'm asking. I'm literally asking questions to teachers, which 99 00:07:30.240 --> 00:07:33.639 teachers of literacy are the people that goes that go to these events, and 100 00:07:33.759 --> 00:07:39.759 I'm asking them what's related to your role teaching literacy? What's something that you 101 00:07:40.120 --> 00:07:43.160 what's the last thing you turn to Google looking for the answer for? And 102 00:07:43.319 --> 00:07:47.029 it's like that list of things that they are searching the internet to try to 103 00:07:47.069 --> 00:07:51.430 find the answers for. would be so valuable for somebody putting on a literacy 104 00:07:51.470 --> 00:07:56.990 event to have, yes, to know that about the people that are coming 105 00:07:57.029 --> 00:07:59.259 to this event so that then they can go, okay, we need to 106 00:07:59.339 --> 00:08:03.779 find speakers that can speak on these topics. And so I'm like, holy 107 00:08:03.899 --> 00:08:07.740 cow, this, this is going to be an asset that I can that 108 00:08:07.860 --> 00:08:13.449 I can offer to the exact relationship that I need to have that is genuinely 109 00:08:13.490 --> 00:08:18.889 valuable for that person. Yes, so for me it's like holy cow, 110 00:08:18.089 --> 00:08:22.610 like that was the big Aha moment that we had a pizza press. I'm 111 00:08:22.649 --> 00:08:26.290 curious for you what do you think is the big value? So this a 112 00:08:26.329 --> 00:08:28.959 two part question. It's like, what's the big value of BB growth doing 113 00:08:30.000 --> 00:08:35.120 original research? And then your your position here is that everyone who's doing a 114 00:08:35.399 --> 00:08:39.759 BB podcast should be doing original research. So what's the big value for everyone 115 00:08:39.879 --> 00:08:43.190 that's doing yeah, so. So one of the big motivators for me is 116 00:08:43.350 --> 00:08:48.870 I'm trying to to diversify the revenue that comes into sweet fish and right now 117 00:08:50.509 --> 00:08:54.230 all of our revenue is coming in through services. So people are coming to 118 00:08:54.309 --> 00:08:58.580 us to produce their show or to cohost one of our shows and it takes 119 00:08:58.620 --> 00:09:03.700 a lot of people to pull that off and people are expensive and so your 120 00:09:03.779 --> 00:09:09.620 margins are small in a service business. And so what I'm trying to do 121 00:09:09.860 --> 00:09:13.850 is say, Hey, how can we actually build information products? So we're 122 00:09:13.850 --> 00:09:16.929 going to start doing some courses, but I think original research is a is 123 00:09:18.009 --> 00:09:22.129 a really compelling piece of original research or a piece of content that people would 124 00:09:22.129 --> 00:09:26.240 actually pay money for. My friend Nick Martin actually got me hot on this 125 00:09:26.399 --> 00:09:30.960 idea a couple weeks ago when we met up for dinner, and here's it's 126 00:09:31.000 --> 00:09:33.519 like, man, people will pay for research, and I think you've got 127 00:09:33.559 --> 00:09:37.519 folks like Gartner and forester that have proven that out. They've built entire businesses 128 00:09:37.830 --> 00:09:41.669 around doing research and then having people buy that research. And so, because 129 00:09:41.789 --> 00:09:46.870 we're already doing these interviews for BB growth every day, we're already talking to 130 00:09:46.950 --> 00:09:50.190 these people, it really is like what you said at piece of press earlier 131 00:09:50.190 --> 00:09:56.299 today. To me it's a missed opportunity every interview we do where we don't 132 00:09:56.500 --> 00:10:01.940 ask our post interview original research questions. And so the reason I think everybody 133 00:10:01.940 --> 00:10:05.620 should be doing it is one even if you don't plan on monetizing it, 134 00:10:05.779 --> 00:10:09.570 like if you're not looking to diversify your revenue, maybe you're a sash product 135 00:10:09.570 --> 00:10:13.210 and you're like, we're only going to sell our subscription and to our tool. 136 00:10:13.490 --> 00:10:16.330 We don't care to diversifier of a new stream and to sell and to 137 00:10:16.409 --> 00:10:20.970 have a revenue stream that comes from information products. That's totally cool. You 138 00:10:20.090 --> 00:10:24.519 could do this original research and it could be really great top of fhonal content 139 00:10:24.639 --> 00:10:28.600 for you. That would allow you to grow your influence, grow your reach, 140 00:10:28.799 --> 00:10:31.399 grow your list by getting people to sign up for your original research. 141 00:10:31.519 --> 00:10:35.629 That's honestly how most people use original research right now. They do an annual 142 00:10:35.669 --> 00:10:39.909 report and they get thirtyzero people to sign up for it because it's really compelling 143 00:10:41.629 --> 00:10:45.509 content and cut and information, and then they are able to repurpose that original 144 00:10:45.590 --> 00:10:48.429 research into a ton of different content, which will also be doing. But 145 00:10:48.669 --> 00:10:52.899 I think keeping some of it behind a pay wall was a big motivation for 146 00:10:52.940 --> 00:10:56.659 me because I am trying to diversify a revenue. So that's a big one. 147 00:10:56.899 --> 00:11:00.019 The reason I think everybody should do it is because, one, I 148 00:11:00.340 --> 00:11:03.980 think you can monetize it. I think you can add enormous value to your 149 00:11:03.139 --> 00:11:09.090 market by, if you're already doing these interviews, coming up with a set 150 00:11:09.129 --> 00:11:11.809 of ten to fifteen rap kind of like rapid fire questions. I mean some 151 00:11:11.929 --> 00:11:15.809 of the questions were asking. Just to give you a an idea of what 152 00:11:15.929 --> 00:11:18.080 we're asking, it's, you know, what's your all time favorite marketing book? 153 00:11:18.279 --> 00:11:22.320 Who are the marketing influencers that are influencing you right now? What's an 154 00:11:22.399 --> 00:11:28.720 underrated trend and BEDB marketing? What's an overrated trend or tactic in BB marketing 155 00:11:28.799 --> 00:11:33.429 that you think's played out? And then the last question that we ask is 156 00:11:33.470 --> 00:11:37.309 a really strategic one and it's if you could ask a hundred of your peers 157 00:11:37.710 --> 00:11:41.950 in beb marketing leadership. One question. What question would you want to ask? 158 00:11:41.990 --> 00:11:46.070 And what that question does is it it constantly gives us new questions to 159 00:11:46.110 --> 00:11:50.899 add into our mix so that we can continue to do these quarterly reports on 160 00:11:50.980 --> 00:11:56.019 are very regular basis and we're not limited to only doing them annually. But 161 00:11:56.299 --> 00:12:01.100 we can say, Hey, we're coming out with new research every single quarter 162 00:12:01.340 --> 00:12:05.490 because we're already doing this daily podcast and at the end of every one of 163 00:12:05.490 --> 00:12:09.730 these interviews with a marketing practitioner, these are not just thought leaders and authors, 164 00:12:09.730 --> 00:12:15.289 these are people in the trenches doing the work. Then we're able to 165 00:12:15.409 --> 00:12:20.639 get these insights and answers to questions that they actually want to know of their 166 00:12:20.799 --> 00:12:24.360 peers, because we're asking that that question is the final question. So all 167 00:12:24.440 --> 00:12:26.440 that to say, I think there's so many strategic benefits to doing this. 168 00:12:28.000 --> 00:12:31.070 I think anybody with a podcast should be doing it, and I hope, 169 00:12:31.230 --> 00:12:35.110 hope, that you're hearing this going man, we should be doing more interviews 170 00:12:35.830 --> 00:12:39.710 just for the benefit of the original research that we can get on the back 171 00:12:39.269 --> 00:12:43.779 of these interviews. Yeah, absolutely, unless you've got anything more on the 172 00:12:43.899 --> 00:12:48.100 top of your head about the why people should be doing this, I'd love 173 00:12:48.139 --> 00:12:50.860 to drill down and start getting really practical on the how? Yeah, it's 174 00:12:50.940 --> 00:12:54.940 probably way simpler than a lot of people think. Yeah, pretty simple. 175 00:12:54.980 --> 00:12:58.850 Yeah, I think that there are a few nuances worth thinking about about it, 176 00:13:00.289 --> 00:13:03.009 but just to get like super practical. How do you actually do it, 177 00:13:03.090 --> 00:13:07.730 James? So we first did it by getting Dan my self in Logan 178 00:13:09.009 --> 00:13:13.240 on a call to talk through what are the ten questions that we want to 179 00:13:13.440 --> 00:13:18.519 ask our ideal customer, which is a VP of marketing and a BB tech 180 00:13:18.559 --> 00:13:22.759 company with plus em ploys. That also happens to be the exact person that 181 00:13:22.000 --> 00:13:26.679 we interview on our podcast every day. And if you're doing content base networking, 182 00:13:26.679 --> 00:13:28.990 I think you should be doing the exact same thing. You should be 183 00:13:28.070 --> 00:13:33.429 interviewing your ideal customer on your podcast. You should be doing a lot of 184 00:13:33.549 --> 00:13:37.429 those interviews, and the more you do, the more opportunities you have to 185 00:13:37.590 --> 00:13:41.500 do this style of original research we're going to. So we first came up 186 00:13:41.500 --> 00:13:46.659 with a list of probably thirty questions and then we wrestled through. Okay, 187 00:13:46.740 --> 00:13:50.059 what are the ten that we actually want to ask? I think we ended 188 00:13:50.059 --> 00:13:54.980 up landing on twelve, and so we now have our list of twelve questions 189 00:13:54.100 --> 00:13:58.169 that we want to ask that we think are going to be really valuable and 190 00:13:58.169 --> 00:14:01.730 we have that in a google doc that each of us keeps on a tab 191 00:14:01.049 --> 00:14:05.570 on chrome. And so when we go to do our interviews on Zoom, 192 00:14:05.450 --> 00:14:09.169 we stop the recording after the interview and then we say, Hey, would 193 00:14:09.169 --> 00:14:13.039 you mind if I just asked you these twelve rapid fire questions? It'll take 194 00:14:13.080 --> 00:14:16.159 less than five minutes, and and then we go through those questions. We 195 00:14:16.320 --> 00:14:22.120 record it separately and then we store those questions in a trelloboard where it gets 196 00:14:22.159 --> 00:14:26.789 organized. Once we get to a hundred response, like a hundred different people 197 00:14:26.789 --> 00:14:30.909 that we've had on BEV growth that have answered these questions, which for us, 198 00:14:31.029 --> 00:14:33.710 because we're doing a daily show, multiple episodes a day, will likely 199 00:14:33.750 --> 00:14:39.179 be able to do that in about sixty days. Will have a hundred responses 200 00:14:39.940 --> 00:14:41.980 of these twelve answers. will go through and we'll pick okay, what do 201 00:14:43.059 --> 00:14:46.299 we want our first original research report to be about? So we might pick 202 00:14:46.340 --> 00:14:54.129 out five to seven questions going curate all that data, will insights from that 203 00:14:54.250 --> 00:15:00.009 data and have our design team put that data together into a, I don't 204 00:15:00.049 --> 00:15:05.490 know, ten to fifteen page report where we clearly articulate some really valuable points 205 00:15:05.529 --> 00:15:09.919 of view that we're pulling directly from the answers that we're getting from these folks. 206 00:15:09.960 --> 00:15:11.799 Now, one of the things that you and I talked about, Timmy, 207 00:15:11.799 --> 00:15:18.200 at lunch was how do you visually represent this data, because most original 208 00:15:18.240 --> 00:15:20.120 research, again, like what I said earlier, is a survey. So 209 00:15:20.240 --> 00:15:26.110 people are choosing one of eight responses or there you know, it's ABC or 210 00:15:26.149 --> 00:15:30.789 D. we're asking free flowing questions, so we're getting people to answer in 211 00:15:30.909 --> 00:15:33.350 such a way that maybe it doesn't fit into a box. You actually had 212 00:15:33.389 --> 00:15:37.220 a really good idea for how you're going to do this with yours, with 213 00:15:37.340 --> 00:15:41.500 the literacy report. Can you share kind of how you're thinking about organizing the 214 00:15:41.580 --> 00:15:46.940 data, you know, first by category and then listening the individual responses underneath 215 00:15:46.940 --> 00:15:50.330 the category? Yeah, this was just a top of my head idea, 216 00:15:50.490 --> 00:15:52.370 but I think it's a good one, which is I'm at. One of 217 00:15:52.409 --> 00:15:56.570 the questions that I'm asking is what people that teach literacy are going to google 218 00:15:56.610 --> 00:16:00.529 to try to find the answers for. And what I can do is, 219 00:16:00.610 --> 00:16:04.120 let's say I've got a hundred different answers, but I can group thirty seven 220 00:16:04.159 --> 00:16:11.039 of them under the category of like, how do I convince my school administration 221 00:16:11.840 --> 00:16:17.200 to be more focused on such and such initiative? Right, maybe there's thirty 222 00:16:17.240 --> 00:16:21.269 seven questions that were related to that, or maybe that's too aggressive, but 223 00:16:21.549 --> 00:16:25.149 as much as I can grouping those into categories and then, like on the 224 00:16:25.269 --> 00:16:30.549 next page, actually just have every one of those questions showcase. Yeah, 225 00:16:30.830 --> 00:16:36.179 you could also structure your questions that you're asking post interview for the original research 226 00:16:36.259 --> 00:16:38.740 in such a way where you give people options. That's one way to do 227 00:16:38.779 --> 00:16:44.419 it. Dan On our team is actually very strongly against that. He wants 228 00:16:44.500 --> 00:16:48.690 people to give free flowing answers because he wants to know what they're what they 229 00:16:48.690 --> 00:16:53.129 would truly say, not being shoehorned into a specific path, and then on 230 00:16:53.210 --> 00:16:56.409 the back end we can analyze those answers and say, okay, they said 231 00:16:56.450 --> 00:17:00.250 this, we know that they really mean this, so we can bucket it 232 00:17:00.370 --> 00:17:03.399 under this category. Another thing you can do, and this is something that 233 00:17:03.480 --> 00:17:07.279 I've done when I've forgot to do my post interview questions, I just send 234 00:17:07.319 --> 00:17:11.400 an email quickly to the person that and just say, Hey, we're doing 235 00:17:11.480 --> 00:17:15.680 this new thing for original research. I blanked. I forgot to ask you 236 00:17:15.829 --> 00:17:18.470 the questions after we after we hung up the zoom call, would you mind 237 00:17:18.509 --> 00:17:23.390 just shooting a quick loom video and answering these twelve questions? It'll take you 238 00:17:23.430 --> 00:17:26.990 less than five minutes. Both Times I've done that people, they've been more 239 00:17:27.029 --> 00:17:30.259 than happy to do it. I think we might actually go back to several 240 00:17:30.299 --> 00:17:33.980 of our previous guests on bb growth and just say hey, would you mind 241 00:17:33.980 --> 00:17:38.339 shooting a quick loom video and answer these twelve questions for some original research we're 242 00:17:38.380 --> 00:17:41.259 doing? I don't think we're going to have a lot of people that don't 243 00:17:41.299 --> 00:17:45.690 want to be a part of something like that and and I think it could 244 00:17:45.690 --> 00:17:48.609 be a way for us to quickly x. But I getting these responses so 245 00:17:48.730 --> 00:17:52.690 that we can put this product together and see if people actually want to buy 246 00:17:52.690 --> 00:17:55.009 it. But even if they don't want to buy it, I think it's 247 00:17:55.049 --> 00:17:57.799 a no lose because even if we find that people won't pay ninety seven dollars 248 00:17:57.839 --> 00:18:03.480 or quarter for this report, I still think people will give us an email 249 00:18:03.480 --> 00:18:07.440 address for it, which US pivoting into being a media company. I think 250 00:18:07.440 --> 00:18:10.799 every company, whether you're a SASS company or in manufacturing or whatever, I 251 00:18:10.960 --> 00:18:14.150 think you need to be thinking of yourself as a media company first, then 252 00:18:14.309 --> 00:18:17.470 whatever it is you do. We are actually becoming a media company, so 253 00:18:17.549 --> 00:18:22.230 it's that much more important for us to think about growing our own audience and 254 00:18:22.750 --> 00:18:26.509 get it. The more the more emails we can collect, the more influence 255 00:18:26.549 --> 00:18:30.099 we're ultimately going to have, because we we own the distribution of being able 256 00:18:30.099 --> 00:18:33.059 to get our content in front of those people. So makes a lot of 257 00:18:33.180 --> 00:18:34.859 sense for us to use it for top of funnel, even if we find 258 00:18:34.900 --> 00:18:38.220 that people don't necessarily want to pay for the research. But something you mentioned 259 00:18:38.259 --> 00:18:42.250 to me that I thought was really interesting to me was, you know, 260 00:18:42.410 --> 00:18:47.650 you said, you know, I want to make this free, but yeah, 261 00:18:47.890 --> 00:18:51.849 this is a highly valuable resource and if I make it free, I'm 262 00:18:51.930 --> 00:18:55.490 worried that people won't really value it that much. And you know, we 263 00:18:55.650 --> 00:18:57.400 see that in the BB marketing space a ton with EBO books, and you 264 00:18:57.440 --> 00:19:02.319 know, people were enormous amounts of effort into these things. But when it's 265 00:19:02.400 --> 00:19:04.720 free, you know, I've got any book sitting on my Google Chrome right 266 00:19:04.720 --> 00:19:08.200 now that I download it on Friday. Reality is I'm just not gonna I'm 267 00:19:08.240 --> 00:19:11.390 not going to read it, like it's not something that I'm going to consume 268 00:19:11.829 --> 00:19:15.390 now, had I paid ten bucks for it, I probably would. What 269 00:19:15.750 --> 00:19:18.829 are your what are your thoughts are? Well, first of all, our 270 00:19:18.829 --> 00:19:22.869 IP. Whoever sent you that? Yeah, out you listening? You know 271 00:19:22.990 --> 00:19:27.700 who you are. Yeah, that's the thing that's been my struggle because, 272 00:19:27.740 --> 00:19:33.099 like, I monetized being a kids book author by just getting everyone to cooperate 273 00:19:33.180 --> 00:19:36.819 with me to the point where my flyers are getting in front of parents. 274 00:19:36.859 --> 00:19:40.009 I don't need to charge schools. I don't need to create a barrier of 275 00:19:40.130 --> 00:19:42.650 me getting into schools by charging the schools. But the problem that I come 276 00:19:42.690 --> 00:19:47.130 up against is when I don't charge for something, it's seen as worthless. 277 00:19:47.930 --> 00:19:49.849 And so what I think I'm going to do, and I don't know, 278 00:19:49.890 --> 00:19:52.240 this could change, but what I think I'm going to do is charge for 279 00:19:52.359 --> 00:19:57.599 it and offer it to my content based networking made friends for free. Yep. 280 00:19:59.119 --> 00:20:02.599 So I all that to say, we by no means have the only 281 00:20:02.640 --> 00:20:07.869 answer for this, but I did actually have another, one little nuance thing 282 00:20:07.950 --> 00:20:08.950 that I wanted to bring up. I didn't know if you sounded like you 283 00:20:10.029 --> 00:20:14.950 were maybe wrapping up the episode. Let me interject with this, and this 284 00:20:15.069 --> 00:20:17.950 is sort of coming at you know, as content strategist. One of the 285 00:20:17.950 --> 00:20:21.069 things that I think about a lot is how do we make sure that we're 286 00:20:21.069 --> 00:20:23.940 getting how do we make sure that we're teaching people, teaching hosts, to 287 00:20:25.059 --> 00:20:29.740 get really great content out of guests that are not used to delivering content on 288 00:20:29.819 --> 00:20:33.099 a daily basis? In your case, won't you? You benefit a lot 289 00:20:33.259 --> 00:20:36.890 from being somebody that delivers content regularly and knowing a lot of people that deliver 290 00:20:36.970 --> 00:20:40.809 content regularly. When I'm talking to somebody that's spoken at a literacy event, 291 00:20:40.849 --> 00:20:45.529 it's pretty easy. But oftentimes I'll get people recommended to me that our teachers 292 00:20:45.569 --> 00:20:48.490 and they're like, Hey, you need to interview so and so, and 293 00:20:48.569 --> 00:20:51.319 I talked to the teacher and they're like, what do you want me to 294 00:20:51.400 --> 00:20:53.799 say on your podcast? I don't have anything to say. And of course 295 00:20:53.960 --> 00:20:56.359 the answer that is a different episode that we need to make, which is 296 00:20:56.440 --> 00:21:00.839 POB discovery. But how this relates to original research is I've actually found it 297 00:21:00.960 --> 00:21:06.069 can be really powerful to do your original research in the pre interview phase, 298 00:21:06.829 --> 00:21:10.710 because what I've noticed that it does is it really warms up the guest. 299 00:21:11.190 --> 00:21:15.190 So there's this is just something I would want listeners to think about, which 300 00:21:15.190 --> 00:21:18.700 is if you've got a cadence where you book a guest, you do a 301 00:21:18.859 --> 00:21:22.420 pre interview with that guest and then you do a recording with that guest. 302 00:21:22.819 --> 00:21:26.539 I mean first of all that cadence is a pretty powerful content based networking cadence. 303 00:21:26.539 --> 00:21:30.220 Yeah, because it makes the relationship stickier because of all the touch points. 304 00:21:30.299 --> 00:21:33.490 Yep, that's one great thing about it. In that pre interview phase, 305 00:21:33.769 --> 00:21:38.809 when you open up with original research questions instead of Pov discovery questions, 306 00:21:40.329 --> 00:21:42.769 you're asking them questions that are pretty easy for them to answer. That really 307 00:21:42.849 --> 00:21:48.720 starts warming them up on delivering content. Gives them confidence that they actually do 308 00:21:48.839 --> 00:21:55.640 have something exactly. And so often I've pulled Pov content from original research questions 309 00:21:55.960 --> 00:21:59.960 that then I can double down on that with hey, when I was asking 310 00:22:00.000 --> 00:22:03.950 you about what you've googled answers for, you mentioned that you know. Or 311 00:22:03.990 --> 00:22:07.910 One of my questions is like what's something you struggle with at the beginning of 312 00:22:07.029 --> 00:22:11.950 every school year? Right, well, whatever they answered, right, there's 313 00:22:11.990 --> 00:22:15.150 a good chance that there's some pov there. For me, when we said 314 00:22:15.190 --> 00:22:18.140 Pov, we it's point of view. Yep, exactly. Yeah, another 315 00:22:18.220 --> 00:22:22.740 another way to think about it is like potentially thought leadership content like something that's 316 00:22:22.779 --> 00:22:27.420 differ a differentiated point of view, are very strongly held point of view that's 317 00:22:27.539 --> 00:22:32.730 not not getting enough air time. Yeah, yeah, so I've just found 318 00:22:32.769 --> 00:22:37.250 that doing it in that cadence helps when you're talking to people that aren't necessarily 319 00:22:37.289 --> 00:22:38.970 used to delivering content. I think that's a great point. When you you 320 00:22:40.170 --> 00:22:44.720 had mentioned me that to me that a couple weeks ago that you were starting 321 00:22:44.799 --> 00:22:48.880 to do original research pre interview instead of post and I think you could absolutely 322 00:22:48.920 --> 00:22:52.440 do it either way. I hope that one of the takeaways from this episode 323 00:22:52.559 --> 00:22:57.079 is you're like, man, these guys don't really know what the heck they're 324 00:22:57.119 --> 00:23:02.789 doing there. They're figuring this stuff out, but there are so many different 325 00:23:02.950 --> 00:23:07.869 ways that you can slice andise this stuff and there's no one right way to 326 00:23:07.990 --> 00:23:10.750 do it. You can monetize it, you cannot monetize it. You can 327 00:23:10.789 --> 00:23:14.220 do it preinterview, you can do a post interview. The idea here is 328 00:23:14.259 --> 00:23:18.579 if you're are especially if you're already doing a podcast, maybe this convinces you 329 00:23:18.660 --> 00:23:22.619 that you need to start doing one. But if you are already doing one, 330 00:23:22.700 --> 00:23:26.930 it's just a missed opportunity not to build out some infrastructure that allows you 331 00:23:27.009 --> 00:23:30.970 to do some original research, because it is a very, very low lift 332 00:23:32.529 --> 00:23:37.690 to just ask some questions in addition to the interview that you're already doing with 333 00:23:37.809 --> 00:23:41.559 this person, and maybe you already do like a rapid fire part of your 334 00:23:41.599 --> 00:23:45.640 podcast. Anyway, I think you could even do original research with content that 335 00:23:45.720 --> 00:23:48.480 you are already done in your actual podcast. So even though all of the 336 00:23:48.559 --> 00:23:53.559 episodes already have the content publicly available, what you're doing is you're going through 337 00:23:53.599 --> 00:24:00.069 and taking maybe some specific questions that you've asked and and putting those all together 338 00:24:00.430 --> 00:24:03.470 and tying a nice little bow on it and saying, Hey, this was 339 00:24:03.630 --> 00:24:06.750 original research we've done from our podcast. So you can do it. You 340 00:24:06.829 --> 00:24:08.230 can do it gated, you can do it ungated, you can do it 341 00:24:08.309 --> 00:24:11.380 from content that's been in your podcast. You can do it. There's so 342 00:24:11.539 --> 00:24:17.900 many different ways you can win with original research and hearing Ian Luck talk about 343 00:24:17.900 --> 00:24:21.220 it, hearing Andy Chrestending to talk about it, has got me really thinking 344 00:24:21.339 --> 00:24:25.289 like maybe we need to be doing something with the original research, and we 345 00:24:25.490 --> 00:24:29.210 found ourselves doing it in this quarterly rhythm we are. We're going to be 346 00:24:29.289 --> 00:24:32.170 charging for it, so I'm sure you'll be hearing ad spots on this show 347 00:24:32.529 --> 00:24:37.170 in the next few months getting you to sign up to to for our BB 348 00:24:37.329 --> 00:24:40.559 growth report that we're going to be releasing every quarter. We think it's going 349 00:24:40.559 --> 00:24:44.279 to be extremely valuable information that every beb marketer is going to want to know 350 00:24:44.799 --> 00:24:48.279 and it's going to help us diversify our revenue stream away from just services revenue. 351 00:24:48.359 --> 00:24:52.910 So, anyway, take this for what it's worth. I think if 352 00:24:52.950 --> 00:24:56.109 you're doing a podcast, you should absolutely be thinking about original research and how 353 00:24:56.150 --> 00:24:59.269 you can make this work for your business. To me. Any any final 354 00:24:59.309 --> 00:25:00.750 words before we shut this one down? Yeah, this would be my final 355 00:25:00.829 --> 00:25:03.430 thought, which is, as soon as this episode is over, this is 356 00:25:03.589 --> 00:25:07.109 this would be the thing that I say. You know, do this right 357 00:25:07.140 --> 00:25:11.660 away. Open up a Google doc on your phone and type in the question. 358 00:25:11.740 --> 00:25:15.259 If you could ask a hundred of your peers one question, what would 359 00:25:15.259 --> 00:25:18.940 it be? Let that be if that's the only original research question you can 360 00:25:18.980 --> 00:25:22.730 think of. Let that be come a question that you you now ask every 361 00:25:22.809 --> 00:25:26.170 podcast guest that you interview. Yep, and then for every answer you get 362 00:25:26.329 --> 00:25:32.170 you can literally just start asking your asking those set of questions to every podcast 363 00:25:32.250 --> 00:25:34.759 guest post interviewer pre interview, however you want to do it, and obviously 364 00:25:34.799 --> 00:25:37.559 you're not. You don't want to ask people forty seven questions at the end 365 00:25:37.559 --> 00:25:41.559 of an interviewer before an interview, but I would say get to the ten 366 00:25:41.680 --> 00:25:45.559 to fifteen range where it takes no more than five minutes for them to answer 367 00:25:45.599 --> 00:25:48.480 your rapid fire questions. But I love that point. You can literally start 368 00:25:48.480 --> 00:25:55.029 with that one. If you wanted to ask your peers one question, what 369 00:25:55.190 --> 00:25:59.190 question would you ask? And and and that that gets you off to the 370 00:25:59.230 --> 00:26:03.910 racist and doing original research with your podcast, without doing you know, without 371 00:26:03.950 --> 00:26:07.500 this massive left I think in my head, original research has been this thing 372 00:26:07.579 --> 00:26:10.220 that's like, oh my gosh, it's got to be this whole project we've 373 00:26:10.220 --> 00:26:14.819 got to get it's going to be this huge lift. We've got to somehow 374 00:26:14.980 --> 00:26:18.059 figure out how to get hundreds and hundreds and hundreds of people to fill out 375 00:26:18.099 --> 00:26:21.809 this long survey that nobody wants to fill out. I think this is a 376 00:26:22.650 --> 00:26:26.730 expedited way to get to the same result using something you're already doing. And 377 00:26:26.890 --> 00:26:30.970 so anyway, connect with Timmy. He's Timothy Bauer on Linkedin. Yep, 378 00:26:32.049 --> 00:26:34.319 it's trying to be bougie on Linkedin and he can't go by timmy, but 379 00:26:36.680 --> 00:26:41.519 connect with with Timothy Bauer on Linkedin. I'm James Carberry, CE R B 380 00:26:41.680 --> 00:26:45.039 Y. Check out the book. We've mentioned content based networking a few different 381 00:26:45.079 --> 00:26:48.910 times in this episode. If you haven't already read or listen to the book 382 00:26:48.910 --> 00:26:51.750 on audible, make sure to check that out. We love you a ton. 383 00:26:52.430 --> 00:26:57.869 Thank you. See Yeah, for the longest time I was asking people 384 00:26:57.910 --> 00:27:03.059 to leave a review of BB growth and apple podcasts, but I realize that 385 00:27:03.259 --> 00:27:07.940 was kind of stupid because leaving a review is way harder than just leaving a 386 00:27:07.059 --> 00:27:11.819 simple rating. So I'm changing my tune a bit. Instead of asking you 387 00:27:11.900 --> 00:27:14.579 to leave a review, I'm just going to ask you to go to baby 388 00:27:14.660 --> 00:27:18.329 growth and apple podcasts, scroll down until you see the ratings and reviews section 389 00:27:18.690 --> 00:27:22.809 and just tap the number of stars you want to give us. No review 390 00:27:22.970 --> 00:27:26.049 necessary, super easy and I promise it will help us out a ton. 391 00:27:26.609 --> 00:27:30.799 If you want to copy on my book content based networking, just shoot me 392 00:27:30.880 --> 00:27:33.160 a text after you leave the rating and I'll send one your way. Text 393 00:27:33.200 --> 00:27:37.960 me at four h seven four, and I know three hundred and thirty two 394 00:27:37.000 --> eight