#WhyPodcastsWork 13: Why We’re Tripling Down on GaryVee’s Content Strategy w/ Logan Lyles

WEBVTT 1 00:00:00.280 --> 00:00:04.040 There's a ton of noise out there. So how do you get decision makers 2 00:00:04.160 --> 00:00:09.189 to pay attention to your brand? Start a podcast and invite your ideal clients 3 00:00:09.429 --> 00:00:18.670 to be guests on your show. Learn more at sweetphish MEDIACOM. You're listening 4 00:00:18.750 --> 00:00:23.460 to be tob growth, a daily podcast for B TOB leaders. We've interviewed 5 00:00:23.460 --> 00:00:27.059 names you've probably heard before, like Gary vanner truck and Simon Senek, but 6 00:00:27.219 --> 00:00:31.460 you've probably never heard from the majority of our guests. That's because the bulk 7 00:00:31.500 --> 00:00:35.969 of our interviews aren't with professional speakers and authors. Most of our guests are 8 00:00:36.049 --> 00:00:40.810 in the trenches leading sales and marketing teams. They're implementing strategy, they're experimenting 9 00:00:40.890 --> 00:00:45.450 with tactics, they're building the fastest growing BB companies in the world. My 10 00:00:45.530 --> 00:00:48.890 name is James Carberry. I'm the founder of sweet fish media, a podcast 11 00:00:48.929 --> 00:00:52.159 agency for BB brands, and I'm also one of the CO hosts of this 12 00:00:52.240 --> 00:00:56.479 show. When we're not interviewing sales and marketing leaders, you'll hear stories from 13 00:00:56.479 --> 00:00:59.920 behind the scenes of our own business. Will share the ups and downs of 14 00:00:59.960 --> 00:01:03.239 our journey as we attempt to take over the world. Just getting well, 15 00:01:03.909 --> 00:01:12.909 maybe let's get into the show. Welcome back to be tob growth. I'm 16 00:01:12.950 --> 00:01:17.469 your host for today's episode, Logan Lyles with sweet fish media. Today is 17 00:01:17.510 --> 00:01:21.180 going to be another episode in our Y podcast work series. Now, in 18 00:01:21.299 --> 00:01:25.819 this series we've been interviewing some of our customers who we help produce their podcast 19 00:01:25.939 --> 00:01:30.060 and other podcasters at bb brands, talking about why podcasting is working for them. 20 00:01:30.459 --> 00:01:34.129 Today I'm actually going to share something that we've been seeing from Gary v 21 00:01:34.569 --> 00:01:40.409 all over the place on Linkedin, on Instagram, on Youtube, in things 22 00:01:40.450 --> 00:01:44.609 that he sharing in his for d sessions and as we've been seeing what Gary's 23 00:01:44.650 --> 00:01:48.480 been talking about lately, we're just seeing how that aligns to the way that 24 00:01:48.599 --> 00:01:53.239 we've seen our customers and the way that we've used our podcast to create content 25 00:01:53.480 --> 00:01:59.079 for a number of different channels. So it's this idea of the triple threat 26 00:01:59.280 --> 00:02:01.469 of podcasting, as Gary put it. So I'm not going to take credit 27 00:02:01.549 --> 00:02:05.590 for that. We're going to give Gary the credit there, but it's something 28 00:02:05.670 --> 00:02:09.310 that we've seen, that we've executed for customers and we've seen other successful podcasters 29 00:02:09.389 --> 00:02:15.710 use. So what the triple threat of podcasting is is that one you start 30 00:02:15.860 --> 00:02:20.699 your content strategy with audio, because oftentimes it's easier to get behind a mic 31 00:02:20.780 --> 00:02:23.819 than it is to hammer out written content or to get in front of a 32 00:02:23.939 --> 00:02:29.020 camera. However, there are three ways that once you start with that audio, 33 00:02:29.139 --> 00:02:32.889 it not only gives you content for a channel that's growing and a lot 34 00:02:32.969 --> 00:02:38.650 of listeners are flocking to, but it's giving you content for other channels where 35 00:02:38.650 --> 00:02:42.689 people live as well, and that can be video, it can be written 36 00:02:42.810 --> 00:02:46.000 content and, Oh, by the way, something that we've always talked about 37 00:02:46.080 --> 00:02:50.840 here is this idea of content based networking. Call it podcasting as a DM, 38 00:02:51.199 --> 00:02:54.560 call it business development, whatever you want. The idea is interview people 39 00:02:54.680 --> 00:03:00.189 from your target market so that you're not just creating content for your target market, 40 00:03:00.270 --> 00:03:02.550 you're creating content with them. So that's the triple threat, as Gary's 41 00:03:02.590 --> 00:03:08.629 been describing it. Video, turning it into written content and leveraging the nature 42 00:03:08.669 --> 00:03:15.020 of an interview based show to build strategic relationships with people that you want to 43 00:03:15.180 --> 00:03:17.340 meet as guests on your podcast. So let's talk about video. You know 44 00:03:17.539 --> 00:03:23.259 a lot of folks. You don't have to get super creative with the video. 45 00:03:23.460 --> 00:03:27.770 Just make sure that you're also getting some video when you record the audio. 46 00:03:27.810 --> 00:03:32.729 You can always stockpile that and slice and dice it into short snippet content, 47 00:03:32.930 --> 00:03:37.370 throw captions on their use it on social. What we've found is that 48 00:03:37.849 --> 00:03:44.000 video can bridge that gap in discovering podcasts and social, because people tend not 49 00:03:44.120 --> 00:03:47.919 to consume audio only content on social. Video can help you bridge that gap 50 00:03:49.240 --> 00:03:54.120 and create a lot of promotional assets, promotional content to help people find your 51 00:03:54.199 --> 00:03:59.430 podcast. So video is number one. As you move from just the raw 52 00:03:59.509 --> 00:04:02.509 audio content you create from your podcast, the next step that you can do 53 00:04:02.789 --> 00:04:08.310 is either transcribe your podcast content, which there are a lot of tools that 54 00:04:08.590 --> 00:04:12.939 the transcription tools that are out there are becoming more and more affordable and, 55 00:04:13.020 --> 00:04:15.620 quite frankly, better and better by the day. The other thing you can 56 00:04:15.660 --> 00:04:19.540 do is because transcriptions might have, you know, some SEO benefit, but 57 00:04:19.579 --> 00:04:24.610 a lot of people don't read transcriptions. I personally don't, and what we've 58 00:04:24.649 --> 00:04:28.449 done for a lot of our customers is take that raw audio and kick it 59 00:04:28.689 --> 00:04:32.009 to a writing team. And so, whether you have a podcast already, 60 00:04:32.050 --> 00:04:36.889 might be something that you should think about is just recording audio, kicking it 61 00:04:38.089 --> 00:04:42.680 to a writing team, either internal or an outsource team like us, to 62 00:04:42.879 --> 00:04:46.360 turn that into written content for the various platforms. You know, linkedin video 63 00:04:46.519 --> 00:04:49.920 has grown a lot over the last year, but I still find that my 64 00:04:50.040 --> 00:04:56.110 text only posts on Linkedin actually perform better. So I will take an the 65 00:04:56.269 --> 00:04:59.870 audio from an episode we do here on BB growth, kick it to our 66 00:04:59.949 --> 00:05:04.790 writing team or write something myself to turn it into written content for for various 67 00:05:04.790 --> 00:05:10.139 platforms. So we've got video, you've got written content and then third you 68 00:05:10.180 --> 00:05:15.019 guys have heard US talk about this a ton content based networking the people that 69 00:05:15.100 --> 00:05:20.060 you are interviewing for your show. Their two benefits to interviewing guests who fed 70 00:05:20.449 --> 00:05:26.089 your buyer persona. One, if they care about something and they're sharing the 71 00:05:26.250 --> 00:05:30.810 challenges their they're facing or they're sharing the solutions that they're coming up with and 72 00:05:30.889 --> 00:05:34.170 the wins that they have, that content is likely going to be valuable for 73 00:05:34.529 --> 00:05:39.920 the rest of your audience. So, instead of sitting behind a blank screen 74 00:05:40.199 --> 00:05:44.480 trying to come up with a blog pose that hits home with this fictitious buyer 75 00:05:44.519 --> 00:05:47.959 persona that we've come up with, just talk to your actual buyers and let 76 00:05:48.120 --> 00:05:53.310 the content that you create with them reach other people. And while you do 77 00:05:53.550 --> 00:05:58.389 that, it's business development, it's ADM instead of just sending them cupcakes and 78 00:05:58.829 --> 00:06:02.230 sending them a banner ad. You're building a relationship with the people within the 79 00:06:02.350 --> 00:06:06.259 target accounts that you're trying to reach. So those are the three things we 80 00:06:06.420 --> 00:06:11.779 think about in how you can get more value out of recording a twenty minute, 81 00:06:12.019 --> 00:06:16.019 thirty minute or even ten or twelve minute conversation for your podcast. You 82 00:06:16.100 --> 00:06:19.370 can turn it into video content. That can be long form and short form. 83 00:06:19.569 --> 00:06:23.569 You can turn it into written content, again long and short form. 84 00:06:23.769 --> 00:06:28.610 Maybe it's three tweets and a long form status update on Linkedin, and the 85 00:06:28.730 --> 00:06:34.199 relationships that you're creating can help you build those relationships with your target accounts and 86 00:06:34.319 --> 00:06:40.680 if you're strategic in who you interview on your show, then those relationships can 87 00:06:40.759 --> 00:06:45.360 map to revenue as well at the same time of helping you create great content, 88 00:06:45.399 --> 00:06:49.470 again across multiple channels, not audio only. So that is the triple 89 00:06:49.629 --> 00:06:54.230 threat as we think about it, and Gary has been thinking about it. 90 00:06:54.470 --> 00:06:57.949 Will put some links in the show notes because he's been sharing this idea of 91 00:06:58.029 --> 00:07:02.779 the triple thread in various social media platforms. I saw a slide deck on 92 00:07:02.860 --> 00:07:08.420 Instagram, a visual aspect on Linkedin, a text only post on Linkedin. 93 00:07:08.500 --> 00:07:11.420 I saw it on his youtube channel. So I thought it was it was 94 00:07:11.500 --> 00:07:14.300 really funny. It was really Meta, I guess you would say, in 95 00:07:14.500 --> 00:07:18.170 that he was talking about this triple threat as he executed it. So you 96 00:07:18.209 --> 00:07:23.009 can see it in real life with those links if you check them out in 97 00:07:23.129 --> 00:07:27.329 the show notes. So hopefully this has been another valuable episode, a little 98 00:07:27.329 --> 00:07:30.720 bit different one, a solo episode here in the why podcast work series. 99 00:07:30.000 --> 00:07:35.720 Again, I love connecting with listeners. I'm regularly posting on Linkedin about podcasting, 100 00:07:36.079 --> 00:07:41.240 where the industry is going and hopefully some helpful tips on how to podcast. 101 00:07:41.560 --> 00:07:45.389 You can find more in this series by looking for the Hashtag why podcast 102 00:07:45.470 --> 00:07:48.189 work here in the BB growth feed, and I would love to connect with 103 00:07:48.230 --> 00:07:53.230 anybody listening that finds this valuable on Linkedin. Just look me up Logan Lyles, 104 00:07:53.430 --> 00:07:57.149 or hit me up with a follow on Instagram, and I am Logan 105 00:07:57.189 --> 00:08:03.579 Lyles. We totally get it. We publish a ton of content on this 106 00:08:03.660 --> 00:08:07.019 podcast and it can be a lot to keep up with. That's why we've 107 00:08:07.060 --> 00:08:11.660 started the BTB growth big three, a no fluff email that wolves down our 108 00:08:11.779 --> 00:08:16.449 three biggest takeaways from an entire week of episodes. Sign up today at Sweet 109 00:08:16.490 --> 00:08:22.490 Phish mediacom big three, that sweet phish Mediacom Big Three