The Audience Growth Flywheel (1 of 2) with Dan Sanchez and Logan Lyles

WEBVTT 1 00:00:05.360 --> 00:00:08.550 Hey friends, welcome in to be tob growth. My name is Benjie Block, 2 00:00:09.029 --> 00:00:13.109 your host, and we're doing something slightly different on the pod this week. 3 00:00:13.310 --> 00:00:21.940 So recently sweetfish held a event breaking down the audience growth flywheel Logan Lyles 4 00:00:21.980 --> 00:00:27.739 and Dan Sanchez. They took time to cover three specific areas that all kind 5 00:00:27.739 --> 00:00:31.260 of feed each other right in this in this flywheel. So it's content optimization, 6 00:00:31.420 --> 00:00:38.850 it's distribution and it's conversion optimization. I've taken that about our long events 7 00:00:39.090 --> 00:00:43.289 and split it into two pieces, and so today you're going to hear them 8 00:00:43.329 --> 00:00:49.130 go back and forth around content optimization specifically, which includes original research, thought, 9 00:00:49.170 --> 00:00:54.359 leadership development and premise development. On Thursday's episode you're going to hear more 10 00:00:54.439 --> 00:01:00.719 about distribution and conversion optimization. These are things we're always thinking through here at 11 00:01:00.840 --> 00:01:03.280 sweet fish and we know a lot of you, as marketers, clearly are 12 00:01:03.430 --> 00:01:07.269 thinking about these things as well. So I know this is going to be 13 00:01:07.750 --> 00:01:11.430 really helpful content for us to continue to learn and grow. So, without 14 00:01:11.430 --> 00:01:17.109 further ADO, here's part one of a two part series we're doing on the 15 00:01:17.269 --> 00:01:29.459 audience growth flywheel. Enjoy well. So audience growth fly wheel was born at 16 00:01:29.500 --> 00:01:34.170 a necessity but before we dive into like the problem that I found myself in 17 00:01:34.290 --> 00:01:37.489 five years ago, I want to ask all of you guys. It's everybody 18 00:01:37.530 --> 00:01:40.769 in marketing and to some degree, the large degree this could be for sales, 19 00:01:40.890 --> 00:01:45.409 to but if you ever found that when things are going well, everybody's 20 00:01:45.409 --> 00:01:49.000 given you the high five, everyone's like and shouting your name, it's like 21 00:01:49.280 --> 00:01:53.159 nothing can stop you. And there's nothing, no better feeling than when you're 22 00:01:53.159 --> 00:01:57.359 having like a good quarter, a good year, maybe a good couple years, 23 00:01:57.480 --> 00:02:00.280 with a marketings just soaring. And then you know there's the flip side 24 00:02:00.280 --> 00:02:04.109 of that, right, while you can be the hero, you could be 25 00:02:04.629 --> 00:02:07.110 the enemy, or at least the people come begging to be in like please, 26 00:02:07.270 --> 00:02:10.349 get the numbers up or they're gonna buire me. The weight of that 27 00:02:10.469 --> 00:02:15.349 responsibility sometimes, right, if you've been marketing long enough, you know the 28 00:02:15.430 --> 00:02:19.259 feeling of both being the hero and kind of being the villain sometimes, as 29 00:02:19.300 --> 00:02:23.580 the numbers are up or down and somehow it's all your fault. So that's 30 00:02:23.620 --> 00:02:27.860 where I was a few years ago, and it wasn't on the down, 31 00:02:27.979 --> 00:02:30.650 it was actually on the high. So I'm going to go ahead and share 32 00:02:30.689 --> 00:02:37.449 my screen and kind of jump into my presentation here around this audience. Growth. 33 00:02:37.530 --> 00:02:40.490 Fly Wheek, flywheel, because we all know that there's a problem with 34 00:02:40.650 --> 00:02:46.680 marketing sometimes, and the problem looks like not knowing exactly how to bring the 35 00:02:46.759 --> 00:02:50.719 numbers back up. Five years ago I was actually working for a higher education 36 00:02:50.879 --> 00:02:53.439 firm very similar to be to be. You're working with the long sales cycle. 37 00:02:53.520 --> 00:02:58.789 You're trying to generate leads that the sales team then talks to and converts 38 00:02:58.830 --> 00:03:01.469 and walks through the sales pipeline and higher read it just looks like an admissions 39 00:03:01.509 --> 00:03:06.189 rep which is really a sales agent, walking them through starting an APP and 40 00:03:06.229 --> 00:03:09.310 completing an APP and getting enrolled and finally showing up. But I ran into 41 00:03:09.349 --> 00:03:13.939 that problem where everybody was actually giving me the high fives. It was the 42 00:03:14.780 --> 00:03:19.139 but I knew something that they did. I knew that we were going to 43 00:03:19.180 --> 00:03:22.580 be screwed in just a few years time because almost all of our leads beyond 44 00:03:22.620 --> 00:03:27.449 referrals were coming from paid media sources. We were killing it. We were 45 00:03:27.490 --> 00:03:31.210 great at taking facebook and Google ad ad words leads and then running it through 46 00:03:31.370 --> 00:03:37.250 the funnel right with the email sequence and the landing pages and the dynamic content. 47 00:03:37.449 --> 00:03:40.289 I will say it was the thing of beauty. It was fantastic, 48 00:03:40.599 --> 00:03:44.840 but there was a big problem with it that nobody else knew. Is I 49 00:03:44.879 --> 00:03:47.800 knew the cost were slowly going up every year. As much as we had 50 00:03:47.919 --> 00:03:53.000 started with Super Low, super cheap leads, like everybody else had, in 51 00:03:53.120 --> 00:03:55.550 like two thousand and fifteen, the cost were going up and I didn't know 52 00:03:55.590 --> 00:04:00.669 how to get out of it, and that's when I found out paying or 53 00:04:00.789 --> 00:04:04.830 begging to get in front of somebody else's audience. It just sucks, especially 54 00:04:04.909 --> 00:04:09.110 when there's nowhere else to go, and a lot of people are running into 55 00:04:09.110 --> 00:04:13.580 that with facebook ads now. But I wanted to offer a solution for getting 56 00:04:13.580 --> 00:04:16.899 out and I want to offer this Webinar as almost like if I could go 57 00:04:17.019 --> 00:04:21.699 back in time to younger Dan Sanche US and offer him a way to do 58 00:04:21.899 --> 00:04:27.170 something else, to prepare for the coming rising tide of the cost of the 59 00:04:27.250 --> 00:04:30.410 ads. This is this Webinar. So I'm going to be going deep. 60 00:04:30.529 --> 00:04:35.610 I'm going to be offering very tactical solutions that I found work best and are 61 00:04:35.689 --> 00:04:40.240 the easiest to implement in order to grow an audience so that you don't have 62 00:04:40.319 --> 00:04:44.720 to become fully dependent on just paid media, even earned media, you can 63 00:04:44.800 --> 00:04:49.120 build your own audience. So I have to ask you, guys, what 64 00:04:49.240 --> 00:04:54.110 if? What if you did have your own audience? As I work with 65 00:04:54.189 --> 00:04:57.670 a lot of different customers across the B Tob Space, I find that when 66 00:04:57.750 --> 00:05:01.069 we're starting off the podcast and talking about ways to launch said podcast, there's 67 00:05:01.069 --> 00:05:04.910 not a lot of owned media to like launch to. Maybe a few hundred 68 00:05:04.910 --> 00:05:09.740 people on a linkedin page, if facebook page. Maybe the CEO has a 69 00:05:09.819 --> 00:05:14.060 little bit of audience here, but it's not very much, not usually. 70 00:05:15.459 --> 00:05:17.300 But I wanted to ask what would your marketing look like if you had a 71 00:05:17.459 --> 00:05:24.449 thousand raving fans consuming every piece of content? So throw in the chat like 72 00:05:24.730 --> 00:05:28.329 what would you do differently? What would you go to market look like? 73 00:05:30.290 --> 00:05:34.290 Would you do your customer research through it? What kinds of questions would you 74 00:05:34.329 --> 00:05:44.839 want to ask the audience? How might that Change Your live events if you 75 00:05:44.920 --> 00:05:49.189 knew you had a large owned audience in order in that you could get in 76 00:05:49.269 --> 00:06:00.750 front of in a second? So if you've been following me on Linkedin, 77 00:06:00.829 --> 00:06:02.550 you've probably already seen this graphic and that's where we're going to spend the rest 78 00:06:02.550 --> 00:06:06.779 of this presentation and this workshop. Breaking down. Like Logan said, we're 79 00:06:06.779 --> 00:06:12.220 going to be stopping at the end of each of the three sections around content 80 00:06:12.339 --> 00:06:16.620 optimization, distribution and conversion optimization to kind of take questions and get a little 81 00:06:16.620 --> 00:06:19.569 bit of a dialog going. So honestly, I don't have to be the 82 00:06:19.689 --> 00:06:26.290 talking head that's workshop the whole time, because we like to interact and make 83 00:06:26.329 --> 00:06:31.610 sure we're being as concise and specific as possible. So I think we're all 84 00:06:31.769 --> 00:06:35.120 we've all done content marketing here and we know that the process to get building 85 00:06:35.120 --> 00:06:40.800 an audience really starts with good content. But what kinds of content? What? 86 00:06:41.000 --> 00:06:43.160 How do you make it? where? Where do you even start to 87 00:06:43.279 --> 00:06:47.029 know you're even on the right path with building content? And that's where content 88 00:06:47.110 --> 00:06:50.470 optimization comes in. So let me show you the three major points that I 89 00:06:50.550 --> 00:06:56.589 have here around original reshirt research, thought, leadership development and premise development as 90 00:06:56.629 --> 00:07:02.019 a means to creating content that's going to be the most powerful for be tob 91 00:07:02.139 --> 00:07:09.420 content marketing specifically. So let's dive in content optimization. It really all starts 92 00:07:09.500 --> 00:07:15.339 with original research and while this whole thing is built around growing a podcast audience, 93 00:07:15.810 --> 00:07:17.529 you could also be used for other mediums, though. I'm going to 94 00:07:18.089 --> 00:07:24.769 pretend like we're talking to specifically about podcast audience development and original research is the 95 00:07:24.810 --> 00:07:28.290 key to everything. It's something that sweet fish only discovered maybe a year and 96 00:07:28.329 --> 00:07:32.199 a half ago when we started working in research questions into every single interview. 97 00:07:33.199 --> 00:07:36.480 Because, if you think about it, every if you're interviewing your ideal buyers, 98 00:07:36.519 --> 00:07:41.000 if you're interviewing the people that you would love to do business with to 99 00:07:41.160 --> 00:07:46.230 create awesome content together, you're in front of your customers. The podcast is 100 00:07:46.269 --> 00:07:53.149 a great time to actually use the time you already scheduled to do an Inframal 101 00:07:53.230 --> 00:07:57.709 interview. I like to ask what I call the five magic questions at the 102 00:07:57.750 --> 00:08:00.459 end of the interview. You could even bake it into the content or just 103 00:08:00.540 --> 00:08:05.660 do it right after you finished recording the interview. Those five magic questions are 104 00:08:05.699 --> 00:08:09.139 right here. What something you and your team have recently achieved that you're really 105 00:08:09.180 --> 00:08:13.730 proud of? What's your team's biggest challenge this quarter? One of the top 106 00:08:13.810 --> 00:08:20.050 three KPI's your boss is looking at regularly. What publication or influencer is the 107 00:08:20.170 --> 00:08:26.319 most influential to you right now? What's your team's what is your team aiming 108 00:08:26.360 --> 00:08:33.120 to accomplish in the next year? Imagine if you had a simple answer to 109 00:08:33.159 --> 00:08:39.879 these five questions times ten, twenty, thirty prospects. What kind of content 110 00:08:39.919 --> 00:08:43.789 would you probably be making? The fun part is, is this content like 111 00:08:43.870 --> 00:08:48.389 the answer these questions are gold for a marketer. Right you can hand this 112 00:08:48.509 --> 00:08:50.669 off to your product team, your customer success team, the rest of your 113 00:08:50.710 --> 00:08:54.230 marketing team. Shoot, you can probably hand that up to the CEO, 114 00:08:54.789 --> 00:08:58.100 because the answers to these questions show you kind of give you a little snapshot 115 00:08:58.220 --> 00:09:05.100 into the mind of your customers. So, once you're asking these regularly in 116 00:09:05.179 --> 00:09:09.500 your content, your your podcast interviews, you can ask the five magic questions 117 00:09:09.580 --> 00:09:13.730 and then look for trends. The trends will tell you and guide the rest 118 00:09:13.730 --> 00:09:18.169 of the process and that's where thought leadership comes in. Thought leader, Damn 119 00:09:18.210 --> 00:09:22.009 it. Can I say one more thing on the contint on on the five 120 00:09:22.049 --> 00:09:26.159 questions here, as I've talked with customers about this, there's a few different 121 00:09:26.159 --> 00:09:30.320 ways you can do this and I know you're going to touch on some ways 122 00:09:30.320 --> 00:09:33.120 that you can repurpose this and in a second. But you know, you 123 00:09:33.279 --> 00:09:35.879 think about asking these five magic questions. Most people have a podcast, they 124 00:09:35.879 --> 00:09:39.190 do a pre interview. You could make it in there. You could bake 125 00:09:39.230 --> 00:09:41.350 it into the actual interview, you could make it into the post interview conversation 126 00:09:41.669 --> 00:09:46.309 and make it exclusive content or on that in a sect. But I get 127 00:09:46.429 --> 00:09:48.789 some push back from customers that say, well, we won't want to ask 128 00:09:48.830 --> 00:09:52.379 these same questions. That's not to say your podcast is just these five questions 129 00:09:52.419 --> 00:09:56.860 right, don't mistake us there. But asking these five questions help you identify 130 00:09:58.059 --> 00:10:01.139 trends really, really quickly. Just think, if you have a weekly show, 131 00:10:01.179 --> 00:10:07.289 you've done fifty two interviews. Now you've got fifty plus of people in 132 00:10:07.570 --> 00:10:09.889 your market answering the exact same question. So you can pull out the trend. 133 00:10:09.970 --> 00:10:13.129 So just want to put that context as we've been talking with customers more 134 00:10:13.169 --> 00:10:16.929 about it and there's something even different about doing it this way than doing it 135 00:10:18.009 --> 00:10:22.440 via a survey, even if it's an open ended survey. The way they 136 00:10:22.480 --> 00:10:26.600 say it almost matters just as much as what they say. For example, 137 00:10:26.600 --> 00:10:31.200 we used to ask marketers what's your favorite marketing book, and if you had 138 00:10:31.279 --> 00:10:33.120 just read the the transcript, you would have gotten a different answer. But 139 00:10:33.159 --> 00:10:37.429 if you had watched her listen to it, you would have gotten a different 140 00:10:37.429 --> 00:10:43.470 impression for that particular one we noticed a lot of marketers going hmm, you 141 00:10:43.549 --> 00:10:46.590 know, I don't read a lot of marketing books, but I do read 142 00:10:46.110 --> 00:10:52.659 insert psychology book or Insert Strategy Book or insert fiction or something completely different. 143 00:10:52.700 --> 00:10:56.740 But that part never made it into the transcript. The I don't really listen 144 00:10:56.740 --> 00:11:00.340 to marketing books, but if you're there asking and talking to them, you 145 00:11:00.460 --> 00:11:05.649 get to learn so much more just being in front of them. So what 146 00:11:05.769 --> 00:11:09.809 do we do with all that information? We've done the research. We've asked 147 00:11:09.809 --> 00:11:13.129 them all these questions. We have some insights. This is where you build 148 00:11:13.169 --> 00:11:16.169 your thought leadership around. The one way you can grow an audience faster is 149 00:11:16.289 --> 00:11:22.759 with developing strong points of view and then wrapping in it. AP Essentially wrapping 150 00:11:22.759 --> 00:11:24.759 up a point of view into something more substantial than just a point of view, 151 00:11:24.799 --> 00:11:30.240 into what we call thought leadership content. It does start with Pov to 152 00:11:30.440 --> 00:11:33.710 what we call Pov discovery, though in fact we have questions. If you 153 00:11:33.950 --> 00:11:37.710 ever thought like well, I don't know if I have any thought leadership content, 154 00:11:37.350 --> 00:11:41.470 you probably do, especially if you have a few subject matter experts in 155 00:11:41.549 --> 00:11:46.350 your company. Ask them these questions and you might have some strong povs that 156 00:11:46.429 --> 00:11:50.139 you need to turn into content. But especially if you wrap the the insights 157 00:11:50.220 --> 00:11:54.139 that you have and then go take those to the subject matter experts. If 158 00:11:54.220 --> 00:11:56.820 not, just start with these questions we have here. If you want a 159 00:11:56.860 --> 00:12:01.769 full list, just go to sweet fish, Mediacom Pov and you can discover 160 00:12:01.970 --> 00:12:05.250 what your points of view are. The difference between a point of view, 161 00:12:05.289 --> 00:12:09.649 though, and a thought. Thought leadership content comes in the packaging. Good 162 00:12:09.690 --> 00:12:13.690 thought leadership content is packaged in a way where it gives you have a name 163 00:12:13.769 --> 00:12:16.879 for it, a short description, maybe a long description. I like to 164 00:12:16.919 --> 00:12:20.440 give it a visual a metaphor, and of course you want to be able 165 00:12:20.440 --> 00:12:26.000 to substantiate it somehow with some proof, either some case studies, some some 166 00:12:26.279 --> 00:12:30.429 metrics, some numbers, some research, some survey data, some interviews, 167 00:12:30.549 --> 00:12:35.110 or just the expertise of a strong subject matter expert. One all, one 168 00:12:35.190 --> 00:12:39.070 or all of those things work well because once you package it, you actually 169 00:12:39.110 --> 00:12:43.149 have an idea. You have some intellectual property now, right that you can 170 00:12:43.269 --> 00:12:46.740 use and create content out of, and hopefully you're using it to solve the 171 00:12:46.860 --> 00:12:52.620 problems or answer the just the pain points that your customers are running into. 172 00:12:52.659 --> 00:12:54.860 And now we know what they are because we've been asking them, we've been 173 00:12:54.899 --> 00:12:58.259 talking to them, we can actually discover what our points of view as a 174 00:12:58.340 --> 00:13:03.090 company are for those problems, package it and then do what I call the 175 00:13:03.210 --> 00:13:07.730 portfolio method, where you're taking and arranging your ideas and like ideas together, 176 00:13:07.889 --> 00:13:11.809 hopefully building up to something that's overarching, that it capsulates your approach to the 177 00:13:11.960 --> 00:13:20.120 customers space at large. So, afterthought, leadership content that kind of informs 178 00:13:20.200 --> 00:13:24.679 the individual topics for the episodes or how what kinds of guests you're inviting, 179 00:13:24.759 --> 00:13:26.429 on how you approach those guess how you do your solo episodes, how you 180 00:13:26.470 --> 00:13:31.509 do your internal meetings. But the one other thing you need in order to 181 00:13:31.629 --> 00:13:37.190 make rock solid content is a premise, and I could do a whole presentation 182 00:13:37.470 --> 00:13:41.500 on just premise development, but I want to drop the two most common premises 183 00:13:41.539 --> 00:13:43.299 that I find it the easiest to implement that kind of give the most bang 184 00:13:43.419 --> 00:13:48.019 for your buck. That ones that I find can take a show and just 185 00:13:48.179 --> 00:13:52.299 make it an ordinary interview show and actually transform it into a unique show that 186 00:13:52.460 --> 00:13:56.450 makes it original and stand out from all the other shows that are on the 187 00:13:56.529 --> 00:14:01.529 same topic. So again, a premise is a unique angle and a what 188 00:14:01.690 --> 00:14:05.409 I call unifying thread, the thing that ties all the episodes together and my 189 00:14:05.769 --> 00:14:11.080 favorite two premises that are from Jaya Kunzo. He actually has seven premises, 190 00:14:11.639 --> 00:14:16.200 one myth seven, but these are my favorite too, because I find they 191 00:14:16.279 --> 00:14:18.960 just add a lot of value. My favorite of the two is called the 192 00:14:18.039 --> 00:14:22.679 host quest essentially, you build a story around the host of your podcast, 193 00:14:22.679 --> 00:14:26.429 a host of your show. Why is the host into this topic? Where 194 00:14:26.549 --> 00:14:31.029 you hoping to go? What are you hoping to learn? What big question 195 00:14:31.110 --> 00:14:35.230 are you trying to explore with your ideal buyers together that you don't know yet, 196 00:14:35.789 --> 00:14:39.620 that you're going to go on a journey to finding out with each guest 197 00:14:39.740 --> 00:14:43.620 you talked to, with each solo episode, with each book that you read 198 00:14:43.659 --> 00:14:46.500 that you inform your audience about the learnings from. Take us on a journey, 199 00:14:46.700 --> 00:14:52.970 go somewhere, give us a little bits and pieces throughout the guest episodes 200 00:14:52.009 --> 00:14:56.289 that you're having in the solo episodes. Gives give us some checkens. Are 201 00:14:56.330 --> 00:15:00.049 we there yet? What have we learned? It's a great way to tie 202 00:15:00.090 --> 00:15:03.409 everything together. It brings some story and some narrative on but it's honestly not 203 00:15:03.529 --> 00:15:07.639 that hard to execute when you're in front of the microphone and just updating the 204 00:15:07.679 --> 00:15:11.240 audience of what's going on. The other one is a called a micro day 205 00:15:11.320 --> 00:15:15.879 part. Essentially, pick a time of the week or time of the day 206 00:15:16.200 --> 00:15:20.039 and own it. The morning brew is probably one of the best examples of 207 00:15:20.159 --> 00:15:24.429 this. The morning brews the daily news coming out every morning. They have 208 00:15:24.470 --> 00:15:26.549 a little coffee mug because they're going to aren't they want to own that little 209 00:15:26.590 --> 00:15:30.870 morning snippet with you. But that brings a lot of flavor to the show. 210 00:15:31.110 --> 00:15:33.789 You have the feeling of waking up, of hitting the day fresh, 211 00:15:33.110 --> 00:15:37.539 of taking on what new insights are merging throughout the world. Another one is 212 00:15:37.580 --> 00:15:41.779 whiteboard Friday, right, which ran Fishkin did with Mas for many years, 213 00:15:41.820 --> 00:15:45.740 one of my favorite videos. I was going to checking out every Friday on 214 00:15:45.860 --> 00:15:50.289 see or others other marketing topics, so I knew every time I could show 215 00:15:50.289 --> 00:15:52.250 up on Friday either would be a whiteboard Friday for me to check out. 216 00:15:52.289 --> 00:15:56.730 The kind of like finish off my week. Own a micro day part. 217 00:15:56.929 --> 00:16:02.450 It's an easy one to pick and you'd be surprised how much more how much 218 00:16:02.450 --> 00:16:06.000 more of an angle it gives your show versus all the other shows. Yeah, 219 00:16:06.039 --> 00:16:10.440 Dan, I'll jump in here because we've been talking about premise development so 220 00:16:10.480 --> 00:16:15.159 much here lately. It feels like almost every other conversation internally it's sweet fish. 221 00:16:15.399 --> 00:16:22.110 We're talking about premise development and this concept really hit home for me that 222 00:16:22.190 --> 00:16:26.350 I heard from Ja Conzo. Think about it in terms of x y. 223 00:16:26.909 --> 00:16:30.750 x is the what your show is about. Why is the how you tackle 224 00:16:32.029 --> 00:16:34.419 that subject, how you approach that what. So think about it in terms 225 00:16:34.500 --> 00:16:37.980 of ours. Is a show about x. There are lots of shows about 226 00:16:38.019 --> 00:16:42.500 x, but only we explore x by why. Now that you know, 227 00:16:42.899 --> 00:16:45.740 we could give some some other examples and we're not going too deep on premise 228 00:16:45.779 --> 00:16:48.129 devoment. As you said, we could do a full hour at least on 229 00:16:48.250 --> 00:16:55.129 this, but I think that it's not to be understated the importance of premise 230 00:16:55.529 --> 00:17:00.129 to keep people engaged in your show. Right, you think about you find 231 00:17:00.169 --> 00:17:03.759 out a new show, it's like, what, what's it about? Right, 232 00:17:03.919 --> 00:17:06.400 new show on Apple TV. Oh, Ted Lasso, people have been 233 00:17:06.440 --> 00:17:07.720 telling me I should watch that. What is it like? How do I 234 00:17:07.880 --> 00:17:14.640 explain what it is in fifteen seconds without just saying it's a show about a 235 00:17:14.759 --> 00:17:17.869 sports team in a coach? Right, there's something different. Right, it's 236 00:17:17.869 --> 00:17:21.950 a soccer coach or a football coach turned soccer coach or turn football coach, 237 00:17:21.990 --> 00:17:26.549 depending on where you live. Right. And so what is what is different? 238 00:17:26.630 --> 00:17:30.740 Right, because most be tob shows. We could relabel them talking topics 239 00:17:30.819 --> 00:17:33.819 with experts. The fact that you have experts in the fact that you have 240 00:17:33.900 --> 00:17:37.500 a topic in your niche, isn't the premise. So it's it's one step 241 00:17:37.619 --> 00:17:41.019 further once you've identified your niche. The other thing I wanted to touch on. 242 00:17:41.220 --> 00:17:45.329 You talked about a unique pov is not necessarily thought leadership content, and 243 00:17:45.450 --> 00:17:48.569 it sounds like we might just set be talking kind of high level about thought 244 00:17:48.609 --> 00:17:55.009 leadership. But Yours is an example. Earlier your slide on for this workshop, 245 00:17:55.329 --> 00:17:59.240 the audience growth fly wheel is a process, right. You've been talking 246 00:17:59.240 --> 00:18:02.400 about audience growth, you've been talking about your unique point of view, about 247 00:18:02.680 --> 00:18:04.279 why your show should have its own website, which we're going to get into 248 00:18:04.359 --> 00:18:10.400 later. But you developed a visual we named it right. You created a 249 00:18:10.720 --> 00:18:15.630 graphic that people could follow, and sometimes just those forcing functions help turn a 250 00:18:15.710 --> 00:18:19.349 unique point of view into actual thought leadership. So I'll turn it back over 251 00:18:19.390 --> 00:18:22.750 to you, but a couple of things that you said there I thought were 252 00:18:22.789 --> 00:18:26.859 really worth doubling down on. Absolutely. And one last thing about premise, 253 00:18:26.900 --> 00:18:30.819 because premise could be easy to kind of get lost as you wrestle with what 254 00:18:30.940 --> 00:18:36.019 could be a unique identifier. Again, the easiest one, in my opinion, 255 00:18:36.019 --> 00:18:38.220 is the host quest just find a big question that you don't know the 256 00:18:38.299 --> 00:18:41.009 answer to that you know your audience is dying to know the answer to. 257 00:18:41.369 --> 00:18:45.130 It could come from your research that you're doing with them. What's a big 258 00:18:45.130 --> 00:18:49.009 thing they're struggling with, like the the the answer to the five questions? 259 00:18:51.049 --> 00:18:56.519 No, back further. What's your team's biggest challenges quarter? If you find 260 00:18:56.559 --> 00:19:00.599 there's an overarching problem, like, let's say marketers, I know because I've 261 00:19:00.599 --> 00:19:03.480 asked this question to a lot of marketers. One of the overarching challenges is 262 00:19:03.559 --> 00:19:07.680 focus. How do we stay focus as a marketing team? That's a whole 263 00:19:07.680 --> 00:19:11.710 podcast premise in itself. How do we stay focused in marketing? Right and 264 00:19:11.829 --> 00:19:15.470 now? It probably needs a little bit of a name, but you could 265 00:19:15.509 --> 00:19:18.349 literally dedicate a whole podcast to this. With the overwhelm of things that are 266 00:19:18.430 --> 00:19:22.910 from marketing to do and distractions, how do you stay focused on the things 267 00:19:22.950 --> 00:19:26.619 that really matter? That's a whole podcast premise, and you don't have to 268 00:19:26.779 --> 00:19:30.380 have the answer. In fact, in a day and age where there's commodity 269 00:19:30.500 --> 00:19:36.380 content everywhere, expertise is kind of the commodity. So what you can do 270 00:19:36.500 --> 00:19:40.289 to stand out is just ask better questions and then bring your audience with you 271 00:19:40.569 --> 00:19:44.130 to discover the answers. You don't have to have the answers, but you 272 00:19:44.210 --> 00:19:47.690 can discover it with them. If there's one thing I would do, if 273 00:19:47.769 --> 00:19:51.130 there's one thing to take away from this section of the segment, ask a 274 00:19:51.170 --> 00:19:53.960 big question it make that the unifying thread of your podcast. It'll make the 275 00:19:55.000 --> 00:19:59.640 biggest difference. For the content all right, but it's not enough to make 276 00:19:59.680 --> 00:20:03.279 good content, because you can make great content but nobody will be hearing it, 277 00:20:03.400 --> 00:20:07.869 no one, if they can't discover it somehow. Then you just hope 278 00:20:07.910 --> 00:20:11.950 that someone influential shares it out there someday and then it gets legs that way 279 00:20:12.509 --> 00:20:15.509 and it can grow organically. It works, but it goes a lot faster 280 00:20:15.630 --> 00:20:19.190 if you can get some distribution for it, and there's many ways to do 281 00:20:19.630 --> 00:20:26.420 distribution. This flywheel that I'm presenting today focuses solely on page distribution. There's 282 00:20:26.420 --> 00:20:32.059 a few reasons for this. Primarily because growing an organic audience with something like 283 00:20:32.220 --> 00:20:37.970 social media or Linkedin just takes an ex deliberate amount of work and focus and 284 00:20:37.049 --> 00:20:42.769 energy and it just is after coaching enough customers through it. I'm like paids 285 00:20:42.849 --> 00:20:48.809 just going to be easier and probably get more get more distribution faster. So 286 00:20:49.359 --> 00:20:52.240 for this model I found that paid distribution is just going to work a lot 287 00:20:52.319 --> 00:20:56.559 better, though a course organic works. Let's talk about how I would do 288 00:20:56.559 --> 00:21:00.920 it if I were doing paid distribution. To get a grow an audience, 289 00:21:00.960 --> 00:21:03.390 specifically a podcast and email list. You'll find out. Hey, Dan, 290 00:21:03.630 --> 00:21:07.950 before we dive straightened, which we usually reduce you Q and a Huh. 291 00:21:07.269 --> 00:21:11.390 Yeah, I got to time out on we got a question from Ryan Becker, 292 00:21:11.470 --> 00:21:15.990 who's one of our podcast producers here at sweet fish. He said, 293 00:21:17.549 --> 00:21:21.180 let me go ahead and say we're going to answer this question. All right. 294 00:21:21.220 --> 00:21:23.339 The question is, when we answer the five magic questions, what's the 295 00:21:23.420 --> 00:21:29.700 formula for effectively translating those answers into podcast content? So you you touched on 296 00:21:29.779 --> 00:21:32.859 a few of those, but if you could just kind of revisit in how 297 00:21:32.890 --> 00:21:37.049 do you think about those questions and then what impact do they have? They 298 00:21:37.089 --> 00:21:40.130 can have an impact beyond the podcast, right, but what impact do they 299 00:21:40.130 --> 00:21:42.289 have on the direction of the podcast? Just as you start to ask them 300 00:21:42.329 --> 00:21:45.970 and get your first couple dozen on your bill. Yep, I start to 301 00:21:47.009 --> 00:21:52.559 focus on solo episodes, like you might find out that your customers are actually 302 00:21:53.200 --> 00:21:59.720 thinking a lot about this thing or being in a specific challenge they have ahead 303 00:21:59.720 --> 00:22:02.630 of them and you thought they were thinking mostly about this, but it might 304 00:22:02.670 --> 00:22:06.349 be something totally different. Then you can actually get together with your subject matter 305 00:22:06.430 --> 00:22:08.150 experts in form like Oh, what's the best thing they could do to fix 306 00:22:08.269 --> 00:22:12.630 that? How can we help as a company fix this problem or how we 307 00:22:12.710 --> 00:22:17.740 how would we approach this right? So it becomes great questions to ask internally. 308 00:22:17.900 --> 00:22:21.980 That then produces the content, and it might be a series of content. 309 00:22:22.059 --> 00:22:25.259 It just depends on the the the issue. Some of the hard the 310 00:22:25.299 --> 00:22:30.490 best questions and exposed like really call for lots of content, like the one 311 00:22:30.490 --> 00:22:33.210 I shared about marketing earlier. Right, that's a hard question. How do 312 00:22:33.329 --> 00:22:37.089 you stay focused as a marketing team? Yet new things are coming up all 313 00:22:37.130 --> 00:22:41.049 the time that you might miss out on if you don't catch the wave early. 314 00:22:41.170 --> 00:22:42.250 Right. But then how do you stay focus? How do you keep 315 00:22:42.250 --> 00:22:45.400 the priorities? There's never going to be enough budget. There's never going to 316 00:22:45.400 --> 00:22:48.400 be enough talent. There's never going to be enough time to do all the 317 00:22:48.440 --> 00:22:51.519 marketing activities that are to do. So how do we stay focused on just 318 00:22:51.599 --> 00:22:56.400 the ones that matter and still stay relevant? I'm not going to answer that 319 00:22:56.480 --> 00:23:00.190 with one blog post. That's going to be a lot of content, visual 320 00:23:00.309 --> 00:23:04.109 content, audio content, maybe some video content, just to answer that one 321 00:23:04.150 --> 00:23:08.950 question. See how that kind of balloon is into something more than that, 322 00:23:10.470 --> 00:23:12.619 because there's it's a big problem that you're going to have to break apart. 323 00:23:12.660 --> 00:23:17.539 In it out, it has multiple questions that you're going to have to come 324 00:23:17.579 --> 00:23:25.500 up with answers for. I love it. That's a good point about solo 325 00:23:25.619 --> 00:23:29.809 episodes. When you're first starting your show right, you're going to lean into 326 00:23:30.609 --> 00:23:36.890 the the guest interviews more most likely, and as you draw these threads doing 327 00:23:37.009 --> 00:23:40.890 more solo episodes, this will be a great opportunity to identify, even if 328 00:23:40.890 --> 00:23:44.160 it is just recapping, even if you're not sure what your Pov is, 329 00:23:44.279 --> 00:23:47.480 but you say, Hey, have I've asked this question ten times. This 330 00:23:47.599 --> 00:23:49.599 is what I'm trying to figure out next, which ties into that host quest 331 00:23:49.960 --> 00:23:57.230 premise that that dammals talk about earlier. One of the things we've learned about 332 00:23:57.269 --> 00:24:02.950 podcast audience growth is that word of mouth works. It works really, really 333 00:24:02.990 --> 00:24:06.150 well actually. So, if you love this show, would be awesome if 334 00:24:06.190 --> 00:24:08.549 you texted a friend to tell them about it, and if you send me 335 00:24:08.589 --> 00:24:12.220 a text with a screenshot of the text you sent to your friend, Metta, 336 00:24:12.380 --> 00:24:15.579 I know I'll send you a copy of my book content based networking, 337 00:24:15.779 --> 00:24:19.980 how to instantly connect with anyone. Want to know myself phone numbers four hundred 338 00:24:19.980 --> 00:24:25.210 seven, four nine, hundred and three D and thirty two eight. Happy 339 00:24:25.289 --> texting.