#HowToPodcast 12: Should You Release Podcast Episodes on Holidays? w/ Logan Lyles

WEBVTT 1 00:00:06.280 --> 00:00:10.509 Are you trying to establish your brand as a thought leader? Start a PODCAST, 2 00:00:11.029 --> 00:00:16.109 invite industry experts to be guests on your show and watch your brand become 3 00:00:16.149 --> 00:00:22.059 the prime resource for decision makers in your industry. Learn more at sweetphish MEDIACOM. 4 00:00:26.980 --> 00:00:31.940 You're listening to BB growth, a daily podcast for BTB leaders. We've 5 00:00:31.980 --> 00:00:35.579 interviewed names you've probably heard before, like Gary vanner truck and Simon Senek, 6 00:00:35.929 --> 00:00:40.009 but you've probably never heard from the majority of our guests. That's because the 7 00:00:40.090 --> 00:00:44.729 bulk of our interviews aren't with professional speakers and authors. Most of our guests 8 00:00:44.770 --> 00:00:49.130 are in the trenches leading sales and marketing teams. They're implementing strategy, they're 9 00:00:49.130 --> 00:00:53.679 experimenting with tactics, they're building the fastest growing BTB companies in the world. 10 00:00:54.320 --> 00:00:57.000 My name is James Carberry. I'm the founder of sweet fish media, a 11 00:00:57.320 --> 00:01:00.039 podcast agency for bed brands, and I'm also one of the cohosts of this 12 00:01:00.159 --> 00:01:04.390 show. When we're not interviewing sales and marketing leaders, you'll hear stories from 13 00:01:04.390 --> 00:01:07.829 behind the scenes of our own business. Will share the ups and downs of 14 00:01:07.909 --> 00:01:12.150 our journey as we attempt to take over the world. Just getting well, 15 00:01:12.829 --> 00:01:19.340 maybe let's get into the show. Hey, everybody, Logan with sweetfish here. 16 00:01:19.620 --> 00:01:23.700 Before we get straight into today's interview, I wanted to let you know 17 00:01:23.859 --> 00:01:26.780 about another podcast you might enjoy. If you were a regular listener of this 18 00:01:26.900 --> 00:01:33.489 show. Will probably re really like the B Tob Revenue Executive Experience With Chad 19 00:01:33.650 --> 00:01:38.129 Sanderson over at value selling associates. Chad is a good friend of ours here 20 00:01:38.170 --> 00:01:42.370 at Sweet Fish, a phenomenal podcast host. I really liked one of his 21 00:01:42.609 --> 00:01:47.280 older episodes from probably a year back, with Tyde Capony, the author of 22 00:01:47.480 --> 00:01:53.840 the transparency saled. Great conversation about leveraging honesty, transparency and a value added 23 00:01:53.879 --> 00:01:59.439 approach in BB sales. Check out the B Tob Revenue Executive Experience With Chad 24 00:01:59.480 --> 00:02:02.870 Sanderson on apple podcast or anywhere you do your list all right, now let's 25 00:02:02.909 --> 00:02:07.789 really get into the show. Welcome back to be tob growth. I'm Logan 26 00:02:07.830 --> 00:02:12.030 lyles with sweet fish media. I don't have a guest with me today. 27 00:02:12.150 --> 00:02:15.500 It's actually going to be another episode here in our how to podcast series and 28 00:02:15.819 --> 00:02:20.419 it's just me, but we're in the holiday season and so I wanted to 29 00:02:20.500 --> 00:02:23.139 take a few minutes to answer a question that we get all the time, 30 00:02:23.460 --> 00:02:27.900 not only in this time of year but throughout the year when it comes to 31 00:02:28.020 --> 00:02:31.849 major holidays. That question is this, should I release podcast episodes on holidays? 32 00:02:32.330 --> 00:02:36.409 Our short answer is yes, and I'm going to give you a few 33 00:02:36.530 --> 00:02:40.530 reasons why. We're closing in one hundred episodes here on the BB growth show 34 00:02:40.729 --> 00:02:46.360 and we've actually never seen a dip in download numbers on the holidays. In 35 00:02:46.479 --> 00:02:49.639 fact, James and I were talking about it the other day. We often 36 00:02:49.680 --> 00:02:53.680 see spikes. Now exactly the reasons for this we can't exactly tell. But 37 00:02:54.039 --> 00:02:58.240 you know, you just think about the way that people consume podcast content. 38 00:02:58.319 --> 00:03:00.789 A lot of people that I know, like Ethan Beaut over at Bob Im, 39 00:03:00.990 --> 00:03:05.629 he's shared with me he doesn't necessarily listen to podcasts on the regular, 40 00:03:05.750 --> 00:03:08.349 but when he knows he has some some time going for a run or travel 41 00:03:08.469 --> 00:03:13.500 or something like that, he will find shows that he wants to really beinge 42 00:03:13.620 --> 00:03:15.819 on and go and download a bunch of them. And so it could be 43 00:03:15.860 --> 00:03:22.180 scenarios like that where folks are loading up their podcast us for some downtime away 44 00:03:22.180 --> 00:03:25.900 from the office and during travel that they are focusing on, you know, 45 00:03:27.060 --> 00:03:30.650 consuming some content in areas that they want to dig deeper on. So you've 46 00:03:30.689 --> 00:03:35.210 got that in your favor. So don't assume that everyone is totally tuned out, 47 00:03:35.289 --> 00:03:38.930 whether it's Thanksgiving, Christmas or any other holiday week or weekend. The 48 00:03:39.090 --> 00:03:44.680 other thing to think about is that podcast consumption is a little different than our 49 00:03:44.800 --> 00:03:50.479 social media feeds. Right Linkedin and others aren't completely chronological these days, but 50 00:03:50.879 --> 00:03:53.080 there is a lot to be said for peak times. You know, for 51 00:03:53.240 --> 00:03:58.270 me, I know if I post on Linkedin on Monday's they tend to see 52 00:03:58.270 --> 00:04:01.710 a lot more visibility than Fridays. If I post earlier in the day than 53 00:04:01.789 --> 00:04:04.789 later in the day, I've seen some drastic differences. Now I've talked to 54 00:04:04.830 --> 00:04:09.990 other folks like Dale dupri who cohosts over on the BB sales show, that 55 00:04:10.060 --> 00:04:13.539 he sees more engagement on Fridays than Monday. So we all know there are 56 00:04:13.539 --> 00:04:15.220 a lot of nuances there. But the fact of the matter is, when 57 00:04:15.259 --> 00:04:18.740 it comes to thinking about social media, you often think about, you know, 58 00:04:18.899 --> 00:04:24.930 those peak times. However, with podcasting, once someone is subscribed, 59 00:04:25.170 --> 00:04:29.569 they're likely going to get to your episode, even if it isn't you know 60 00:04:29.730 --> 00:04:33.370 the day that the episode drops. Case and point on BB growth, our 61 00:04:33.930 --> 00:04:40.120 episodes don't start to plateau until about eight weeks after the episode has been live, 62 00:04:40.160 --> 00:04:44.920 and that's pretty true of most podcasts. Is the vast majority of your 63 00:04:45.079 --> 00:04:49.160 downloads don't necessarily happen on the day of release. I've had guests on our 64 00:04:49.240 --> 00:04:53.470 show say, Oh, my episode is going to go live on Thanksgiving or 65 00:04:53.750 --> 00:04:57.029 New Year's Eve. Can you shift that because you know people aren't going to 66 00:04:57.029 --> 00:05:00.269 be tuned in? Well, even if they're not tuning in over that holiday 67 00:05:00.269 --> 00:05:03.709 break, like I mentioned earlier, they are going to be tuning in when 68 00:05:03.750 --> 00:05:08.620 they get back into their regular rhythm of things if they weren't during the downtime 69 00:05:08.660 --> 00:05:13.740 away from the office. And so what's going to really drive whether people download 70 00:05:13.779 --> 00:05:18.379 and listen is your headline quality and the quality of your content much more than 71 00:05:18.420 --> 00:05:21.810 the timing of that release. And, as we talk about a lot on 72 00:05:23.009 --> 00:05:28.689 this show, consistency and volume of episodes we've seen time and time again lead 73 00:05:28.769 --> 00:05:31.529 to greater success with your podcasts. It's part of the reason that we're building 74 00:05:31.569 --> 00:05:36.680 out shows, bringing together multiple brands that are hosting series alongside each other in 75 00:05:36.720 --> 00:05:41.839 one feed so that we can crank up the volume for everyone, and it 76 00:05:42.040 --> 00:05:45.920 is a lighter lift, because as much as we talk about volume and podcasting, 77 00:05:46.240 --> 00:05:48.439 we know that we all are trying to do more with less in our 78 00:05:48.480 --> 00:05:54.149 marketing departments. That's a topic for another day, but as you think about 79 00:05:54.269 --> 00:05:58.269 your podcasting schedule going into two thousand and twenty, I would highly encourage you 80 00:05:58.310 --> 00:06:01.350 don't skip the holidays. Don't skip Memorial Day, don't skip Easter, don't 81 00:06:01.389 --> 00:06:06.779 skip Christmas or Hanka or New Year's or any of those. Release your episodes 82 00:06:06.980 --> 00:06:13.379 on a regular caden's keep that consistency with your listeners. Don't break their trust 83 00:06:13.540 --> 00:06:17.139 by stopping production, even if it is a little bit of a change up. 84 00:06:17.180 --> 00:06:20.970 Maybe you want to try something new. Those holidays might be the time 85 00:06:21.129 --> 00:06:26.370 to try a new episode, but keep publishing, keep on podcasting. So 86 00:06:26.689 --> 00:06:30.490 that's my encouragement to all of y'all listening. Keep on releasing your episodes, 87 00:06:30.529 --> 00:06:34.360 even on the holidays. And those are a few reasons why hope you found 88 00:06:34.399 --> 00:06:38.720 this helpful. If we're not yet connected, please reach out to me on 89 00:06:38.839 --> 00:06:43.639 Linkedin. I'm Logan Lyles, Loga N L Y elies. On instagram, 90 00:06:43.839 --> 00:06:46.470 someone sole at Logan Lyles. I don't have that handle, but you can 91 00:06:46.550 --> 00:06:50.910 reach me at I am Logan Lyles on instagram. On twitter I'm at Logan 92 00:06:50.949 --> 00:06:55.269 Lyles. That one's nice and easy as always. Thank you so much for 93 00:06:55.430 --> 00:07:01.699 listening. We totally get it. We publish a ton of content on this 94 00:07:01.819 --> 00:07:05.180 podcast and it can be a lot to keep up with. That's why we've 95 00:07:05.180 --> 00:07:10.540 started the B tob growth big three, a no fluff email that boils down 96 00:07:10.579 --> 00:07:15.259 our three biggest takeaways from an entire week of episodes. Sign up today at 97 00:07:15.339 --> 00:07:20.689 Sweet Phish Mediacom Big Three. That sweet fish Mediacom Big Three