The State of Branded Podcasts | Echo Chamber

WEBVTT 1 00:00:08.199 --> 00:00:12.880 Conversations from the front lines and marketing. This is B two B growth. 2 00:00:17.079 --> 00:00:20.480 Welcome back to the echo chamber here on B two B growth, where we 3 00:00:20.519 --> 00:00:24.280 throw in our two cents on what B two B marketers are talking about on 4 00:00:24.320 --> 00:00:29.519 the internet. And today, Dan James, I thought it would be interesting 5 00:00:29.559 --> 00:00:33.920 to talk about a report that came out from a company called co Host, 6 00:00:34.240 --> 00:00:39.560 and they came out with this report, the State of Branded Podcasts for two 7 00:00:40.119 --> 00:00:43.200 and UH. Let's discuss this for a few minutes. I'll set it up 8 00:00:43.240 --> 00:00:46.799 by just saying, clearly, we are biased in our love for podcasting, 9 00:00:47.079 --> 00:00:51.159 so branded podcasts, uh is something that you know, we do our work 10 00:00:51.159 --> 00:00:55.560 in this where we cut our teeth. So this is the stats that back 11 00:00:55.640 --> 00:00:58.520 up branded podcasts. They quote this in the report. I thought this was 12 00:00:58.560 --> 00:01:04.200 really fascinating. So BBC conducted and it's called an audio activated study on branded 13 00:01:04.239 --> 00:01:10.840 podcasts. I found that branded podcasts can help lift awareness by brand consideration by 14 00:01:10.879 --> 00:01:18.319 fifty, brand favorability by and purchase intent by I would love to dig deeper 15 00:01:18.359 --> 00:01:22.640 into those, but I think that obviously that's a why you're seeing so many 16 00:01:22.719 --> 00:01:26.959 brands get into the podcast space. And then this report and the reason for 17 00:01:26.040 --> 00:01:30.840 it is really to just help brands get a clearer picture on the landscape right 18 00:01:30.840 --> 00:01:34.920 now within podcast So they were reviewing I think four hundred branded shows that have 19 00:01:36.000 --> 00:01:40.000 been launched by small, medium and large both B two C and B two 20 00:01:40.000 --> 00:01:42.920 B brands. So it was an honor because we were on the list. 21 00:01:42.959 --> 00:01:49.560 Guys, So congratulations to all of us coming in number seven. That's right. 22 00:01:49.640 --> 00:01:53.519 And I gotta say when I'm looking at this list of shows, like 23 00:01:53.040 --> 00:01:57.799 a huge fan of Think Media and the Think podcast Robin Hood Snacks, listen 24 00:01:57.879 --> 00:02:02.480 to them on us every day, so it's pretty cool and ten happier, 25 00:02:02.879 --> 00:02:07.199 which was the number one. Dan Harris also listened to that show regularly, 26 00:02:07.240 --> 00:02:12.919 so really cool. Right next Trader Joe's. So that's right, Robin Hood 27 00:02:13.000 --> 00:02:16.960 and Trader Joe's found our little spot in the neighborhood. We'll we'll stick our 28 00:02:17.000 --> 00:02:21.520 flag there. We're happy to be alongside these shows. But James, when 29 00:02:21.560 --> 00:02:24.439 you see this report, I know you've thumbed through it, taken a look. 30 00:02:24.759 --> 00:02:29.159 Just give me your initial takes as as you look at the state of 31 00:02:29.680 --> 00:02:35.400 branded podcasts. Yeah, so I think something you said actually before we started 32 00:02:35.400 --> 00:02:40.439 recording, Benji really resonated with me. There's reports like this, the companies 33 00:02:40.439 --> 00:02:44.759 are, you know, the state of whatever their category is, And we 34 00:02:44.800 --> 00:02:47.159 obviously resonate with this one because this is our space. As a report we 35 00:02:47.280 --> 00:02:52.240 legitimately could have done and co host did a really good job with it. 36 00:02:52.599 --> 00:02:55.520 But I think when you're looking at reports like this, it's good to kind 37 00:02:55.520 --> 00:02:59.879 of have your finger on the pulse knowing what's happening. But you said something, 38 00:02:59.879 --> 00:03:02.759 you were like, do you want your show to be an average of 39 00:03:02.759 --> 00:03:07.400 what everybody else is doing? And I think there are some things is I 40 00:03:07.479 --> 00:03:13.319 look at like the most popular branded podcast formats, it's interesting to see that 41 00:03:13.319 --> 00:03:16.360 there's only one point two percent of shows that are fiction or narrative in the 42 00:03:16.360 --> 00:03:20.960 B two B space. That makes a lot of sense. I'm actually of 43 00:03:21.039 --> 00:03:24.759 the belief that narrative shows and B two B I think it's their way too 44 00:03:24.759 --> 00:03:30.840 expensive to produce for the return that you're going to get from them. There's 45 00:03:30.879 --> 00:03:34.520 an article that we're passing around in our side channel, so it's not shocking 46 00:03:34.560 --> 00:03:38.439 to me that only one I think you're seeing the massive brands go that route 47 00:03:38.479 --> 00:03:43.159 and using it as like an experimental budget. But I'm not sure that there's 48 00:03:43.199 --> 00:03:46.479 going to be a whole lot of staying power in that format because they're so 49 00:03:46.560 --> 00:03:51.479 expensive to produce, and there's much more effective ways to resonate with your audience 50 00:03:51.719 --> 00:03:57.240 than doing these elaborate stories. But it requires the hard work of actually getting 51 00:03:57.240 --> 00:04:00.120 really clear on your points of view and making sure that your points of view 52 00:04:00.159 --> 00:04:04.719 are resonant with the community that you're trying to engage in market that you're selling 53 00:04:04.759 --> 00:04:11.280 into. So interview slash discussion, interview discussion slash journalistic, which is like 54 00:04:11.400 --> 00:04:15.800 one interview slash journalistic five point four percent, So you see a lot of 55 00:04:15.840 --> 00:04:23.160 these are discussion interview type shows. And I think the story that this doesn't 56 00:04:23.240 --> 00:04:30.600 tell is that there is a lot of creativity that can be had in those 57 00:04:30.639 --> 00:04:34.759 formats. So even looking at what we're doing with b TWOB growth, we've 58 00:04:34.800 --> 00:04:41.759 got three kind of content franchises. My friend Benjamin Shapiro from the Martek podcast, 59 00:04:41.839 --> 00:04:45.319 I was talking to him yesterday and he called them like content franchises. 60 00:04:45.360 --> 00:04:49.480 So these different series that we're doing. We've got the Echo Chamber this series, 61 00:04:49.519 --> 00:04:55.600 we've got The Journey, we had our Original Research content franchise, and 62 00:04:55.639 --> 00:05:00.319 I think getting creative with like what angle are you coming at a particular discussion 63 00:05:00.519 --> 00:05:03.879 from and so he was thrown out an idea yesterday he was like, what 64 00:05:03.920 --> 00:05:08.639 have you guys added? You know, a content franchise could be called the 65 00:05:08.680 --> 00:05:13.319 audit where you bring on a guest and you have Dan just break down like 66 00:05:13.480 --> 00:05:16.160 some element of their marketing. So before the recording, it's like, you 67 00:05:16.199 --> 00:05:19.319 know, they tell Dan like, hey, we'd love feedback on this particular 68 00:05:19.399 --> 00:05:24.879 landing page for this new product, or I'd love your feedback on our nurture 69 00:05:24.879 --> 00:05:30.199 sequence. And the episode is literally just Dan talking to them live giving like 70 00:05:30.519 --> 00:05:32.360 Hey, I really like that you did this. I'm not as big a 71 00:05:32.360 --> 00:05:36.319 fan of this. Here's what I think you could do different here. That 72 00:05:36.360 --> 00:05:43.759 would be a really that's a different angle on just these meandering conversations that I 73 00:05:43.800 --> 00:05:47.279 think a lot of B two B brands. It's just a very lazy way 74 00:05:47.399 --> 00:05:50.079 to go into the show to just say, hey, we're just going to 75 00:05:50.199 --> 00:05:54.839 talk to experts and get their thoughts. And I'd be lying if I said 76 00:05:54.839 --> 00:05:58.040 that we didn't do that for years. I mean that was our that was 77 00:05:58.480 --> 00:06:01.879 for years. Yeah, it's take away from this look at this like being 78 00:06:01.879 --> 00:06:06.240 interview discussion. It's because it worked like it was simple. It's the same 79 00:06:06.279 --> 00:06:11.519 thing with the early days of blogs, like this was what happened. You 80 00:06:11.560 --> 00:06:14.800 had a blog, and you stood out because you had a blog. Like 81 00:06:15.120 --> 00:06:17.079 when you were a podcast or five years ago, you stood out because you 82 00:06:17.120 --> 00:06:21.959 were a podcaster. That is long gone and now this is the age of 83 00:06:23.000 --> 00:06:27.480 show development. If you want to thrive and not just like barely get by 84 00:06:27.639 --> 00:06:30.560 or check off a box because your CEO said, oh crap, we're falling 85 00:06:30.560 --> 00:06:33.519 behind and now we need a podcast, you have to do show development at 86 00:06:33.519 --> 00:06:38.000 a completely different level, and you have to be intentional about why you do 87 00:06:38.079 --> 00:06:41.800 what you do. I listen to interview shows, so I am not going 88 00:06:41.879 --> 00:06:46.720 to knock interview shows, but the interview shows I listened to know how to 89 00:06:46.879 --> 00:06:51.279 do compelling interviews, have hosts that are compelling, ask deeper questions, and 90 00:06:51.519 --> 00:06:58.319 probably don't just throw out the conversation with minimal editing and just expect that people 91 00:06:58.319 --> 00:07:01.319 are going to find it, and then you can throw dollars behind audience growth, 92 00:07:01.480 --> 00:07:05.639 but those people don't stick long term if your content isn't compelling. So 93 00:07:06.199 --> 00:07:10.920 in my mind, you look at this and it's like, of course, 94 00:07:11.079 --> 00:07:15.120 most shows are going to be interview discussion because that is like what everyone's seen 95 00:07:15.279 --> 00:07:17.519 done, and people are like, well, I can get in the game 96 00:07:17.560 --> 00:07:20.000 if I just do that. Then it's like, okay, well how do 97 00:07:20.079 --> 00:07:25.399 I raise the bar from there to make it more compelling? Dan, We've 98 00:07:25.639 --> 00:07:28.639 kind of locked you out of this conversation so far, So get in jump 99 00:07:28.680 --> 00:07:31.000 in here. I gotta say, like, whenever I see a report, 100 00:07:31.040 --> 00:07:33.439 this is the state of I'm what, James, I'm like, this is 101 00:07:33.439 --> 00:07:38.000 gonna be a crappy report. I'm glad bbob growth got highlighted in this one. 102 00:07:38.600 --> 00:07:41.560 But to kind of give a visual of how these types of reports work, 103 00:07:41.720 --> 00:07:45.879 imagine if I took all the cover art from all the podcasts they analyzed, 104 00:07:46.639 --> 00:07:49.079 and I melted them down and blended all the colors of them. What 105 00:07:49.160 --> 00:07:53.680 color do you think I'm gonna get? Like a gray? Brown? Like 106 00:07:53.720 --> 00:07:57.160 a tope, Because all the colors blended together. If you melt them down 107 00:07:57.160 --> 00:08:01.079 like paint is gonna give you brown. That's all the data is going to 108 00:08:01.160 --> 00:08:03.680 give you. Does that tell you anything about what kind of cover art works? 109 00:08:05.639 --> 00:08:09.160 No, it tells you nothing. It tells you nothing. It gives 110 00:08:09.199 --> 00:08:11.319 you. Oh, the average color across all these cover arts are brown. 111 00:08:11.759 --> 00:08:15.720 Huh, because we melted them down and now you end up in the middle. 112 00:08:16.639 --> 00:08:18.720 It's just not helpful. If anything, it just kind of gives you 113 00:08:18.759 --> 00:08:22.680 a baseline of where you need to break away, because if you're the same 114 00:08:22.680 --> 00:08:26.639 in all these different data point categories, you're going to fail. The problem 115 00:08:26.680 --> 00:08:31.079 is I do find that they have a lot of power, because there's certainly 116 00:08:31.120 --> 00:08:33.559 a lot of people that come to me in different marketing categories and they're like, 117 00:08:33.600 --> 00:08:37.480 well, everybody else says to do it, and this date because that's 118 00:08:37.519 --> 00:08:41.000 when everybody says to do it. I'm like, that's exactly why we should 119 00:08:41.000 --> 00:08:45.840 do the opposite. Yes, everybody sends email on a Tuesday morning, everybody's 120 00:08:45.840 --> 00:08:50.360 read that report, so we should probably send it on a Thursday night because 121 00:08:50.399 --> 00:08:54.240 that's when they're not getting the email. So these reports, I guess are 122 00:08:54.399 --> 00:08:58.960 somewhat helpful and that they show you where the wide path is the well worn 123 00:08:58.080 --> 00:09:01.960 path. So you should take a queue that on one of these different segments, 124 00:09:03.000 --> 00:09:07.679 whether on length or on type of show or on the way they did 125 00:09:07.720 --> 00:09:11.600 this show, you need to go completely left field and go into complete opposite 126 00:09:11.639 --> 00:09:13.879 direction. Everything else can be close to the same, and if you take 127 00:09:13.919 --> 00:09:18.559 too much creative liberty. You end up but just a weird mess. But 128 00:09:18.720 --> 00:09:20.840 on one or two of these data points, you need to go in the 129 00:09:20.840 --> 00:09:24.000 complete opposite direction that everybody else is going. It is helpful for that. 130 00:09:24.600 --> 00:09:26.519 There was one takeaway that they noted in the report that I thought was really 131 00:09:26.519 --> 00:09:31.240 interested that since launching, the majority of brands are still producing and releasing podcast 132 00:09:31.320 --> 00:09:35.879 content to date, with active branded podcast releasing content for an average of three 133 00:09:35.960 --> 00:09:39.919 and a half years. The SUPs that brands are finding success in the medium. 134 00:09:41.039 --> 00:09:43.720 You don't do something for three and a half years, it's not working. 135 00:09:43.919 --> 00:09:46.080 Now. That was a really good point. Yeah, this is obviously 136 00:09:46.360 --> 00:09:50.279 we're bias. This is supporting, you know, the case for for our 137 00:09:50.360 --> 00:10:00.360 business. We're not marketing to you suddenly getting into your brain. Yeah. 138 00:10:00.440 --> 00:10:03.639 I think these kind of reports can definitely be interesting. Love seeing us between 139 00:10:03.720 --> 00:10:07.200 Robin Hood and Trader Joe's. That's fun to be called out in that. 140 00:10:07.480 --> 00:10:09.840 But I do think, you know, going back to what I was saying 141 00:10:09.840 --> 00:10:13.639 earlier, you've got a zig where others are zagging, and a lot of 142 00:10:13.679 --> 00:10:16.960 these reports, depending on how many times they get seen. I think this 143 00:10:18.039 --> 00:10:20.279 one, I've seen it marketed a few different places, so probably got a 144 00:10:20.320 --> 00:10:24.559 lot of eyeballs on it. So look through it figure out like, Okay, 145 00:10:24.600 --> 00:10:28.320 what's the best practice that that we want to stick with. But if 146 00:10:28.320 --> 00:10:31.320 we're doing everything like this report is saying, then we probably need to mix 147 00:10:31.360 --> 00:10:35.000 it up. Benji. If we if we talked about video yet B two 148 00:10:35.000 --> 00:10:43.039 B growth will be right back, Benji, if we if we talked about 149 00:10:43.200 --> 00:10:46.600 video yet, Nope, no video. Yeah. I do want to bring 150 00:10:46.639 --> 00:10:52.559 that up because I think it's interesting that in this whole report video was not 151 00:10:52.639 --> 00:10:58.279 mentioned. And in podcasting, the shift that's happening right now is everyone's discussing 152 00:10:58.320 --> 00:11:01.440 the discover ability problem. How do you find a new show? Right? 153 00:11:01.480 --> 00:11:03.240 You could put ad dollars behind it to get in front of people, But 154 00:11:03.320 --> 00:11:07.799 other than that, I would say the best way to organically grow your show 155 00:11:07.360 --> 00:11:11.519 is using video, whether it's just micro video content. Like right now, 156 00:11:11.559 --> 00:11:15.200 for B two be growth, we're not giving you our entire show in a 157 00:11:15.320 --> 00:11:18.799 video format, We're just cutting micro clips from it. That's an easy way 158 00:11:18.840 --> 00:11:20.440 to start if you feel like the production value is going to be low for 159 00:11:20.960 --> 00:11:26.399 producing a twenty minute thirty minute video on YouTube, to start with micro clips 160 00:11:26.480 --> 00:11:30.159 is a great way to get your podcast discovered. But then also that long 161 00:11:30.240 --> 00:11:33.919 form video I would like to see because we're not there yet. That's actually 162 00:11:33.919 --> 00:11:35.399 a report that would be interesting to me. I would like to see, 163 00:11:35.600 --> 00:11:39.960 you know, what's working for video podcasts right now. And then, like 164 00:11:39.039 --> 00:11:43.879 we said, I think of you know, seventh grade doing a science fair 165 00:11:45.080 --> 00:11:48.639 and you have your hypothesis right, and you're only gonna change like one thing, 166 00:11:48.120 --> 00:11:50.840 and then you're going to figure out what makes us unique what like, 167 00:11:50.840 --> 00:11:54.600 Well, let's test within the video space as we go there. Here's what 168 00:11:54.720 --> 00:11:58.919 averages. Here's how we're gonna differentiate off of that. So I would like 169 00:12:00.039 --> 00:12:03.799 to see more on the impact video. That's a big thing. And the 170 00:12:03.879 --> 00:12:07.240 other piece that I wanted to ask you guys about before we just close out 171 00:12:07.279 --> 00:12:11.600 on this is if you were starting a show from scratch, where would you 172 00:12:11.000 --> 00:12:15.159 differentiate, Like what would be the thing that you're like, this is what 173 00:12:15.200 --> 00:12:18.159 I would do with the knowledge that I have Now, Dan, what's your 174 00:12:18.159 --> 00:12:20.399 thought when I ask that? My instant reaction is like, I would make 175 00:12:20.399 --> 00:12:26.519 it more video, except I would make it audio first video, and I 176 00:12:26.519 --> 00:12:31.320 would be distributing video to all the platforms YouTube, Apple podcast supports video, 177 00:12:31.399 --> 00:12:35.440 Spotify, supports video. The trick is there's not a lot of hosts that 178 00:12:35.480 --> 00:12:39.440 can syndicate video well right now, even our own host that Sounder, does 179 00:12:39.440 --> 00:12:41.879 not syndicate video content because the storage cost the video is a lot higher for 180 00:12:41.960 --> 00:12:45.840 them, and we're still trying to figure that out even on the back end. 181 00:12:45.879 --> 00:12:48.559 But I did find a host that is doing it. Zen casters doing 182 00:12:48.559 --> 00:12:50.879 it, and I think that's going to be a continued trend. Even Spotify 183 00:12:52.000 --> 00:12:56.360 anchor does it. But Spotify's big host, Megaphone, does not do video. 184 00:12:56.399 --> 00:13:00.240 I found out yesterday they can't support video. So this is going to 185 00:13:00.279 --> 00:13:01.960 be a thing where people are going to like, like, say, Joe 186 00:13:03.039 --> 00:13:05.320 Rogan Show, for example, has a video component to it. You can 187 00:13:05.360 --> 00:13:09.399 watch it on Spotify, and I've listened to an episode because the headlines are 188 00:13:09.440 --> 00:13:11.120 like, oh, Joe Rogan did this. I don't. I'm not a 189 00:13:11.120 --> 00:13:16.320 regular listening to the show because yeah, but I'll go and listen to it 190 00:13:16.360 --> 00:13:18.720 to see what the headlines about, and uh, every once in a while 191 00:13:18.759 --> 00:13:22.240 I'll be like, oh, I wanted to see like I just wanted to 192 00:13:22.279 --> 00:13:24.879 watch it. I wanted to see what they were talking about, or I 193 00:13:24.879 --> 00:13:28.759 wanted to see their facial I just wanted to see it, and so I 194 00:13:28.759 --> 00:13:31.639 opened up the app because usually I'm multitask and then I open up the app 195 00:13:31.639 --> 00:13:33.799 and take a rewatch that section. So I think there's a component to video, 196 00:13:35.159 --> 00:13:37.679 and because it's getting easier and easier to record video by things like Riverside, 197 00:13:37.679 --> 00:13:41.799 like we're on now, it's going to get easier to syndicate with video, 198 00:13:41.799 --> 00:13:43.759 but right now it's still early, so people who can do it are 199 00:13:43.840 --> 00:13:46.440 going to be have an early advantage in that way. I think it's just 200 00:13:46.759 --> 00:13:52.879 an easier win. YouTube keeps evolving too with video, like their ad platform 201 00:13:52.039 --> 00:13:56.320 for video podcasts they just launched, i think within the last week, and 202 00:13:56.360 --> 00:14:01.879 then also getting micro clips straight from full episodes, like getting easier and easier 203 00:14:01.879 --> 00:14:05.559 on YouTube, and like that's how shorts is gonna win. That's literally what 204 00:14:05.679 --> 00:14:11.480 we both showcase for and ended up just lighting a hundred thousand dollars on fire. 205 00:14:13.279 --> 00:14:16.960 It's it's where the space is going, I mean, the automatic clipping 206 00:14:16.960 --> 00:14:20.919 of video. I would say so in my experience Benji recently, because we 207 00:14:22.080 --> 00:14:26.720 just launched a new show with my friend Anthony Kenneda over an audience plus and 208 00:14:26.799 --> 00:14:31.000 it's been an interesting experience because Sweet Fish doesn't own that show. It's it's 209 00:14:31.039 --> 00:14:35.000 audience plus to show. But it was a premise that we developed and I 210 00:14:35.200 --> 00:14:37.799 essentially pitched to them and said, hey, what if we did a podcast 211 00:14:37.840 --> 00:14:43.200 called owned where we broke down really popular consumer media brands and talked about the 212 00:14:43.279 --> 00:14:48.799 lessons learned for how that can be applied to B two B companies. And 213 00:14:48.840 --> 00:14:52.919 so I think j Kenzo helped us develop a similar premise for another show we 214 00:14:52.919 --> 00:14:56.559 were going to do the Sweet Wish was going to own and that we ended 215 00:14:56.639 --> 00:15:01.279 up deciding to go a different direction with that, but premise worked really well 216 00:15:01.879 --> 00:15:05.679 in this use case, and and knowing that you can ride the wave of 217 00:15:05.720 --> 00:15:11.120 popularity. So our first episode was on Barstool Sports. Well, because we 218 00:15:11.159 --> 00:15:16.919 are talking about Barstool Sports, we get the borrowed credibility of the brand that 219 00:15:16.960 --> 00:15:18.240 they have built. I don't know, credibility is probably not the right word 220 00:15:18.279 --> 00:15:24.519 there, but the attention or affinity that that brand has us commenting on it 221 00:15:24.840 --> 00:15:28.080 now all of a sudden make somebody want to pay attention to what we're saying 222 00:15:28.200 --> 00:15:31.600 because we're talking is similar to this echo chambers stuff, right, Like you 223 00:15:31.679 --> 00:15:35.320 know, we do an episode about Nick Bennett getting roasted on LinkedIn or something 224 00:15:35.320 --> 00:15:39.240 that Kyle Lacey said, Well, a lot of people know Nick Bennett and 225 00:15:39.320 --> 00:15:43.440 Kyle Lacey, so us talking about them automatically makes the content really interesting. 226 00:15:43.600 --> 00:15:46.240 Our episode on Drift, I had a lot of people on LinkedIn. I 227 00:15:46.279 --> 00:15:48.600 went to the episode about Drift coming out. What happened to Drift? We 228 00:15:48.600 --> 00:15:52.320 happen to Drift. We are literally coasting. So I think there's to go 229 00:15:52.360 --> 00:15:56.240 a little bit more nuanced on Like what I would do if I were to 230 00:15:56.240 --> 00:16:02.320 start a show tomorrow is like figure out what's an episode format or or a 231 00:16:02.399 --> 00:16:07.720 premise for a show that allows me to coast on the brands, on more 232 00:16:07.879 --> 00:16:12.639 iconic brands that people are going to be interested in. And so I think 233 00:16:12.679 --> 00:16:15.840 that's one angle. Another thing I'm learning about doing the show with my buddy 234 00:16:15.879 --> 00:16:19.360 Anthony. Anthony, you know, with the CMO at Gain site, really 235 00:16:19.799 --> 00:16:25.440 designed and built the customer success category, which is a massive freaking category. 236 00:16:25.879 --> 00:16:29.679 And so Anthony is really prolific in the world of B two B marketing, 237 00:16:29.759 --> 00:16:33.679 So me co hosting a show with him, I would consider him to be 238 00:16:33.679 --> 00:16:37.679 an influencer in the B two B marketing space. Now he's promoting audience. 239 00:16:37.720 --> 00:16:40.919 Plus they're out of stealth mode. They're talking, He's talking about it publicly, 240 00:16:41.480 --> 00:16:45.840 and my face now is like front and center on their website because I'm 241 00:16:45.879 --> 00:16:48.279 co hosting this show with him, and so I think that it's been interesting. 242 00:16:48.279 --> 00:16:53.879 Like I never really considered co hosting media properties even if I because I 243 00:16:53.919 --> 00:16:56.919 at first I was like, man, Sweetest doesn't own the show. Is 244 00:16:56.960 --> 00:17:00.559 this worth my time? It's a no brainer that it's of my time. 245 00:17:00.600 --> 00:17:03.799 I mean being associated with Anthony in this way one just the relationship is going 246 00:17:03.839 --> 00:17:10.000 to go much deeper obviously having the show, but then the combined influence of 247 00:17:10.119 --> 00:17:14.559 us both talking about this media property. It's going to help audience, plus 248 00:17:14.559 --> 00:17:17.759 that I'm talking about it. Not that I'm as prolific as Anthony in any 249 00:17:17.759 --> 00:17:21.920 way, shape or form, but it certainly helps grow my profile as somebody 250 00:17:21.920 --> 00:17:25.240 who wants to be known in B two B marketing because it helps our business. 251 00:17:25.319 --> 00:17:29.960 So those are the two things, like how can you capitalize on a 252 00:17:30.079 --> 00:17:33.559 concept and idea a brand that people already love and how can you integrate that 253 00:17:33.640 --> 00:17:38.000 into your premise so that every episode is going to be interesting to a pocket 254 00:17:38.039 --> 00:17:41.519 of people based on work that's been done that had nothing to do with you, 255 00:17:41.920 --> 00:17:45.680 and then the other one is really thinking critically about your co host. 256 00:17:47.240 --> 00:17:52.759 Yeah, it's interesting because last week on Echo Chamber we had discussed that important 257 00:17:52.839 --> 00:17:56.920 piece of talk, like being in the community right, talking to the community 258 00:17:57.000 --> 00:18:03.319 to figure out where you're product fits. When I think of podcasting, like 259 00:18:03.400 --> 00:18:06.720 what you're getting at, James is like, there's brands that are already important 260 00:18:06.759 --> 00:18:10.480 to your community. There's people that are already important to that community. So 261 00:18:10.480 --> 00:18:15.440 when we create content that's about those people. That starts the flywheel that Dan 262 00:18:15.519 --> 00:18:18.880 had brought up, and that's how it works in the podcasting space. So 263 00:18:18.920 --> 00:18:22.480 if we were getting at anything here, it's like knowing your community well enough 264 00:18:22.519 --> 00:18:26.440 to know the content that resonates. That also goes back to show development and 265 00:18:26.480 --> 00:18:30.559 how much time you put in. So when you look at a report that 266 00:18:30.599 --> 00:18:33.960 shows you the average of everything, just a reminder that you get to choose 267 00:18:34.200 --> 00:18:37.880 what your show is and do the development for yourself to mold that thing. 268 00:18:38.359 --> 00:18:41.400 And then the last thing is I'm gonna walk away with an image that I 269 00:18:41.559 --> 00:18:45.880 just remembered as Dan was talking about mixing all the paints, because I remember 270 00:18:45.880 --> 00:18:48.920 going to McDonald's and I don't remember what we called it, but you'd get 271 00:18:48.960 --> 00:18:52.640 every soda on the whole thing. They would dare you to do this. 272 00:18:53.799 --> 00:19:02.519 Yeah, it was called the Suicide. That name probably doesn't work in that's 273 00:19:02.559 --> 00:19:07.880 okay. Here we are saying, don't do that because it is suicide, 274 00:19:07.960 --> 00:19:11.519 right, Like, don't get everything in your cup and mix that together and 275 00:19:11.519 --> 00:19:15.279 think that that's gonna work for your show. So all right, that's it 276 00:19:15.319 --> 00:19:18.799 for today's Echo Chamber episode. If you are enjoying this, we would love 277 00:19:18.799 --> 00:19:22.640 to hear from you. If there's a topic that you want us to talk 278 00:19:22.680 --> 00:19:26.519 about on one of these Echo Chamber episodes, hit up James Dan myself over 279 00:19:26.599 --> 00:19:30.759 on LinkedIn. We would love to chat with you, and uh, we 280 00:19:30.799 --> 00:19:44.480 will be back real soon with another one. Thanks for listening, everybody. 281 00:19:45.839 --> 00:19:48.599 If you enjoy today's show, hit subscribe for more marketing goodness. And if 282 00:19:48.640 --> 00:19:52.480 you really enjoy today's show, take a second to rate and review the podcast 283 00:19:52.559 --> 00:19:56.480 on the platform you're listening to it on right now. If you really really 284 00:19:56.559 --> 00:20:00.119 enjoyed this episode, share the love by seeing it to a friend who would 285 00:20:00.160 --> 00:20:10.000 find it insightful. Thanks for listening, and thanks for sharing. M