Turning a Podcast into a Content Machine

I think we're live maybe maybe maybe not we're on a different platform folks you might have guessed we are on a platform we've been talking a lot about in the last week in fact Riverside and um James and I are here this evening James is going to share with you his content creation m machine how to turn one piece of content I.E a podcast episode into nearly 50 pieces of content across all sorts of platforms not just audio and video podcast platforms we are talking about multiple social media platforms uh you're going to really enjoy this um so James is going to give us what something like 20 minutes worth of content I will attempt to interrupt him as uh as is my want and then we will open it up to some questions uh towards the end there we go awesome stuff well thank you for tuning in everybody um this is a great example of test stuff before you go live on a platform because this has been an absolute um s show uh I will edit myself live there but hopefully you're going to get enough enough content from this to make sure that it's worth your time so Alex can I just double check can you still see that slide yeah create a Content machine you can it looks bloody awful sorry everybody but again I'm just going to walk you through it it's more to jug my memory anyway quite frankly so there we go so we're going to do our best to um work our way through this yeah so one of the one of the things that we often get asked and I'm sure you get this as well a lot of the time Alex is how much content can you actually get from a podcast because people think that maybe you can get you're obviously going to get the audio maybe get the video as well but there's so much more that you can do with a podcast if you set it up to do it in the right way um from the get-go so tonight we're going to talk about turning your podcast into a Content machine talked about this loads in pod school already so many people go to the time effort energy and frankly the budget of making a podcast but then they just don't really tell many people about it they forget to do the marketing piece we've talked about this on the uh the launch training session that we've done we've had it loaded within the Q&A section pretty much anytime we go live here within pod school we end up saying don't forget to tell people about the the actual podcast itself now I said this a lot and I honestly believe it if you are not spending as much time on the promotion of this thing as you are on the making of it you're probably missing a trick now the content in the podcast purists who are listening to this will be like oh no but you know it's going to be about the amazing content yes of course it has but to go to sort of a an old school analogy if a tree falls over in the woods and there's no one else around to hear it does it make a sound who flipping knows and who flipping cares but it's the same with your podcast the whole adage of build it and they will come does not work in 2024 or whenever you're watching this video because there's just so much content around these days you've really got to help your content to stand out from the crowd and the great thing is that repurposing from a long form piece of content is actually really easy when you know how to do it and that's what we're going to go through tonight now I often I'm going to start in a slightly weird way I will always repurpose from the long form piece of content into the short form pieces of content so quite often i' I've had a couple of clients when they've they've done for example um like Facebook live feeds or they've done live streams like this and they'll try and repurpose from these pie of content but I don't think that works quite as well as doing it the other way around so do the long form content and repurpose from that perspective rather than just because because when Facebook lives I guess they're not so popular these days but um we used to have clients and but you know this was like 201 18 19 when Facebook was really popping off they do these live feeds and then they just sort of repurpose the content from there but then they'd be like oh hey Mary how are you oh hi Julie oh Julie's in the house tonight it's just a crap listener experience people want to feel like you've made it natively for that platform so make the long form content and then cut it down from there now whilst I say make the long form and cut it down from there be very mindful of what angles you're trying to go for um with the short form content so for example I know somebody's launched a podcast literally as a way of creating a Content machine for these short form Clips so he's very I'm not a massive fan of how it's done but it's very very effective you know he will um be very click baiting how he asks questions he puts people on the back foot it's quite jarring as a as a Content experience frankly but again his whole Mantra and his whole his whole Mo his whole modus operandi is to get the short form content it's all he's doing the podcast for so again go into the long form knowing what you're trying to create this for we'll go through a couple of um slides so what content can you actually create from one episode of a podcast and the answer is absolutely loads and we're going to touch on some of the examples of this very shortly one of the things I would encourage people to do though as well as just sort of looking at the outward content in terms of you blasting out to maybe social media platforms or to LinkedIn or to your own platforms let's call it that owned media um I think there's a it's really easy to forget how much content how much juice you can squeeze from the lemon if you engage the guests themselves so one of the things that we've started to really notice is that if get especially if you're in the B2B space if you're especially if you're trying to be in expert economy or people who make money in the expert economy as I would say if like LinkedIn is one of your key platforms the guest engagement piece on LinkedIn is super super powerful because of the way that linkedin's algorithm works if people share and tag you then their first and second connections can automatically find out about you and your content so we've got a bit of an engagement strategy that we've started to do and again this is not about necessarily repurpose in the content but I guess this is maximizing the reach of it potentially so for example we've got a I don't know if I've got all four emails in here yes I have very effective other me um so I surprise myself there so this is the first email that we had send out so what we do and again you don't need to be contrived but you just got to make sure that you've got systems and processes around this stuff so this guest engagement email this is an email that I will get our clients to send out within like a day maximum of going live within this podcast it's basically just to thank you and either via an email or if you got them on WhatsApp however is the easiest way to communicate with them that's fine but it's just like high insert name just wanted to pop you a quick message say thanks for today the conversation was hugely valuable and I know that my audience will love this into this episode I found it especially interesting when we talked about insert key talking point here now again what you've got to do with a podcast because quite often it's yet another thing on your to-do list of NeverEnding flipping content right is You' got to make a system around it so that you can do the minimum without it being not in a negative way but do the minimum that you need to do and the maximum outcome for it so again if I was just to get like a generic message oh hey I really enjoyed that thanks so much I think my old will get loads from it you know you can kind of think that's a blanket message but if I insert a key talking point I loved it when you talked about um you know when I I interviewed Alex many many years ago I loved it when you talked about how you um took the jump from being a cabin crew to doing it for yourself but obviously the fact that you had done it because Branson was your boss and this whole Mantra was screw it just do it which ially is now the name of his podcast then I think my audience is going to get massive value from that Alex now thinks oh he's taking the time he really enjoyed a specific segment around it he's much more engaged now so when I then make the ask in a couple of weeks time of hey can you spam this out to your followers which is effectively what you're trying to do he's much more likely to do that so that's the guest engagement message number one then um and this depends this is context dependent but for example we work with a lot of sort of big recruitment companies and now have guests on from other big recruitment companies or other big companies in general and internets are still massive massive things internal coms are huge so this is a second email that we send out hey insert guest name as you may recall as I mentioned to you the podcast production company that we work with this is for someone who's working with us as an agency they've making a load of uh content and it's going to be really good blah blah blah in addition some I guess effectively what you're trying to say here is I know that such and such is likely to have a a strong focus on stakeholder in a Comm company Communications so I'm assuming that you'd want to in ined codes or the audio or the video um let us know we'll send it across to you so we actually send them the imbed Code so that they can push this out through the internet now again this might not um your podcast being mentioned on someone's internet might not bring in an external audience but it'll bring in an internal audience which still drives the audio and the downloads and the listens so it's well worth doing this and again some we were working with a company and we were looking at how big their internet was they had 990,000 people who worked for them 90,000 so that internet is huge and again it's one of those things where people just think oh I want to get on their socials I want to get on their Tik Tok I want to get on their Twitter or whatever it may be but actually imagine if you can get even like 1% of that audience it's a big number of people so the second message that we send out is and again if if they work for a tiny company they haven't got an internet or if they're solo solopreneur obviously don't send this one out but if it's a bigger company that's probably got in a in a Communications internal coms or stakeholders that might be interested then that's what we send out and again the key to all of this is to make it as bloody simple for the guest as possible if you make it complicated they just won't do it so make it as simple as possible and also second just to add in something that I've learned in the last couple of years would be the person that you are the person you've interviewed is not necessarily the person the right person to actually send this to Their audience to their interest would you agree with that 100% we had um we were doing some sort of trans is actually for this podcast here radical transformation we were doing some very sort of like big transformation project stuff and as you can imagine we were working with lot big banking Brands and stuff they had they had a legal person flying from Holland to sit in the studio with this guy to make sure he didn't put a foot wrong so that guy is not sending this out to his internet you know it's going to go through um you know a legal department a compliance Department a marketing department through the marketing department you have internal and external you might even certain company size you have someone who's just inter in charge of internal emails so you know you're 100% correct is not always the person who's done that conversation with you when you get started and on smaller guests who work for smaller companies they are most likely the person who can pull the trigger on all of this stuff but as you get to bigger companies it's definitely not always going to be the case so yeah you're 100% right and again the key to it is to make it as simple make it as easy for people to say yes as possible um then we said a couple of weeks or a couple of days before a podcast goes live we send them an email to say hey your podcast is about to go out live shortly I'll read this just in case it's blurry on the screen because I'm not sure how good quality is coming out so hi insert name because our episode of the podcast is due to come out shortly I wanted to pop you a link with the assets created by our production company the full show both in audio and video has come out great and the team also picked out some brilliant key moments marketing assets that show the value of the podcast we've recorded together you can find the marketing assets via insert link here what you don't want to be doing is trying to attach all of the assets to the email because it will not get through because it'll be too big so e whether you use dropbox or Google drive or one drive or SharePoint or whatever it may be send them the link and again keep it as simple as possible for people so put all of the stuff in one folder send the link to that folder so in this example we say in this folder you'll find two clips in portrait format these work well for vertical Focus platforms such as Instagram reals Tik Tok and teach them how to use it here two clips is Square format this is best for posting on linkedin's Main feed one extended clip this a longer section of the podcast it works really well as a LinkedIn post as it gives context to the conversation a one time th there which you can use as a cover image when posting so I'm literally giving them the stuff there and I'm telling them how to use it um I'll be posting all these assets over the next few weeks I'll make sure to tag you into these posts please feel free to either repost what I share alternatively you're most welcome to post the content natively onto your feeds too which is what um our guests often opt to do again trying to install what you want them do there it's called an embedded command in psychological language so you just trying to make them do the stuff you want them to do um if you want to push the directly to the episode you can send them to Apple insert link here Spotify insert link here or the video can be found via VIA YouTube now in those instances there you're going to be sending out the generalized uh link to your Apple Spotify and YouTube but what you're going to do on the day that it comes out is you are going to send them another email again and again you might be looking at this going well I'm not going to message people four times it feels spam it feels like it's too much that's absolutely fine use this within the the context that suits your need and requirement and on launch day I say hey our podcast has gone out because you can't actually send them a link to that podcast episode specifically before it goes live because you just don't know what the URL is going to be you can obviously push them to your podcast episode but you can't push them sorry you can push them to your podcast show in general but you can't give them the exact link to that episode until it's gone live and what I always do or what I say is best practice to do is to use a link shortener like a bit.ly or a tiny URL or one of those platforms and make the URL the guest name or the subject or the company because again if they see that the link is about them they are so much more likely to share it you know if I did building the brand.com you know the general sort of like spammy looking Apple link they might not share that out but if I go it's tinyurl.com Alex chisel Alex because he's got a massive ego by the way guys he's much more likely to share out aren't you Alex I took that tip from you actually I I hadn't had that that's it is a really good you told me that a couple months ago and um I'm all about personalizing this making it as easy as possible so you know I we even give them you know write a post for them and go this is the post that we were going to send that feel free to use yourself we also are going to be posting this at for example 9:00 a.m. in the morning would be great if you were able to post this between 9:00 a.m. and 12:00 a.m. they might not do that but for me it gives you a reference point that you can then go back the next day and go did they post it did they not if they didn't give them a nudge what have you got to lose you might never see them again for the rest of your life so what have you got to lose yeah great Shout again make it as easy for them as possible so for example I've got a lot of people and I've because you become sort of p with people I've got them on on um on WhatsApp so although people would be like oh yeah but you degrade the quality of a video if you put it on WhatsApp who bloody cares quite frankly you know it's something there people are going to watch on a screen that's that big so it's not the end of the world so again ideally you want them to download it in high you know definition quality and post it organically and blah blah blah but if it's easier for them I will literally I send them the assets I'll send them the link and then I'll send them the individual assets on WhatsApp and go hey I know it's often easy to just get these via WhatsApp here's a promo video here's the trailer here's the clips let me know if you need anything else the key to it is personalizing it for the guest or the company and making it a simple for them as possible agre um and and I can show an example in a minute if I can make this um screen share bloody work on Riverside I will show you how we lay out our folders again to make it easy for people so that's the guest engagement piece I'm sorry I know we've been talking for about 15 minutes we've not actually shown you any actually external content which we're going to touch on to now so you will have seen loads and loads of podcast content out there it is bloody everywhere at the moment so the number one thing that is easy if you're recording your podcast in a video format obviously you can get loads of Great Clips as well as having the long form YouTube content you can also get loads of short form Clips as well if you record it like even on saying like Riverside for example even if you're watching this in vertical vertical landscape as in uh sort of horizontal if you record it in a good enough quality you can actually cut the portrait Clips so the long sort of top to bottom Clips in good quality as well so say like newlyweds for example which is the Jamie yeah you're P Jamie they have blown up their podcast all through short form content the the battle for long form attention is being fought in short form battlefields that is absolutely the way that people are getting found unfortunately as it stands at the moment there's not really and we've talked about it a little bit already and we'll do talk about it much more on different uh episodes of of pod school but um episodes sessions rather I just keep talking like I'm in the podcast all the time but you know you can get via your show name via your artwork there some clever back clever backend SEO stuff that you can do with your descriptions and your show notes but the main way that people are going to find you is on these other platforms go oh that looks funny that looks interesting what form of information education or entertainment are you going to give people and then push them back to your platform so short form videos is really really powerful um now if you're looking at this and going oh my God yeah but I haven't got a full-time video editor how can I do this there's lots of AI tools out there that are starting to become much more powerful one in particular that works I think really really well is Opus clip we're actually going to do a session we've been requested to do a session on AI tools and we'll actually use some of these AI tools live on a training session to show how easy it can be to to make content so yeah from the long form video short form video content is a must Tik Tok whether you like it or not is driving organic views LinkedIn whether you like it or not drives organic views insta and Facebook a little bit more squash with the reach but literally the way the algorithm works on LinkedIn and Tik Tok it helps you to find organic audiences especially Tik Tok especially especially Tik Tok um so you must be using that now if you're going to say well I don't want to record the whole podcast and we've got some clients and they don't want to record the podcast because they talk about um uh potentially sensitive subjects which I fully understand even if you're not going to put the full video out I would still be recording the video if you're doing it remotely just for Clips because again um if you haven't got video clips I think it's very hard to promote a podcast these days I really do if you haven't got a way to to get short form content I think it's difficult I remember hearing um Spencer Matthews who does Big Fish podcast and he was in conversation at the podcast show with Holly Tucker who who started not in the High Street now Holly only does audio she's never done video doesn't want to because people are not comfortable being on video she and she's she's cool with that because it does you know she she would rather have the conversation these amazing conversations but Spencer said I I Spencer said I literally don't understand how you can promote your show I don't know how actually I know it damages my reach and I know it impacts my reach but I would be I prefer my my guess to be more comfortable so again that's just a conversation and a decision that you have to make for your yourself really but she still has a super successful show that's always do top end of the business chart but I was I was there for that conversation as well um and yeah interesting isn't it because he comes from a very visual medium of Maiden Chelsea a big visual following on Instagram Tik Tok no doubt as well um but you got to I I agree I I've recorded all of my podcast even though um I've only started showing the full video just under a year ago but I think to Market it just using things like audiograms and static artwork it's tough isn't it it's tough it is that way it's yeah it's much harder don't get me wrong if you've got an amazing show it will find an audience but even like Holly Tucker for example she and she is a great example she's a massively successful entrepreneur you know she started not in the High Street probably one of the most powerful non- major business brands in the UK and you know she probably still struggles to Market it even though she's got that kind of clout and that kind of a following I would say um so yeah just just bear that in mind so I capture the video even if you're not intending to use the the full thing with be my take on it um here's a good example of what you can do with the videos If you are going to capture it for the full long form content then obviously the I would say the main place to put this content is on YouTube now Spotify has recently started allowing podcasters to share the long form content as well through Spotify for podcasters but me and there's some of the big shows that are doing it they they beat tested it with I think it was 500 of the big shows and they sort rolled out to 25,000 shows and they've opened it up to everybody for me personally I would only put the long form content onto YouTube and the reason for that is because Spotify you can't see behind the scenes you can't see the stats you can't see the download numbers and if you're going to drive traffic to a platform I would be pushing it to YouTube because YouTube is the biggest you know I think it's the biggest second biggest search um search engine after Google but obviously it's actually still owned by it's just another you know element of it but for me like you can't monetize a video on Spotify but you can on you can on YouTube it's harder to share it if it's on Spotify the video it's so easy on YouTube You Know YouTube have become you look at look at pod school for example they don't actually allow you to upload video because obviously in terms of the data they have to store loads of data but what they've made it really easy to do is to share a URL to YouTube so I would go where the attention is and where the eyeballs are and people are searching how to uh how to secure a an FD role how to secure a fractional marketing director job how to you know people go and search how to on YouTube it's still a really good search engine for that kind of stuff um and as I say the key thing I think with this is that not that the the metric of success on YouTube is how many views you've got how many likes you've got how many comments youve got how many subscribers you've got but people and you guys would have done this yourselves and maybe if you've been invited to be a guest on a podcast the first thing I bet you've done is look at how and try and guess how big you think that podcast is is it a good use of your time it's very hard to see that on a video on Spotify it's not hard to see that on on a video on YouTube and again the subscriber numbers The View numbers the watch numbers the likes the comments it's not the bill and endle but it is a sign of significance I would say is a sign of audience and reach so for me personally I'm advising people keep your a your video off Spotify until the point where I see some sort of algorithmic change where it really benefits you to have it on there as well and I push all audio to Apple or Spotify and all video to YouTube same reason I say to people don't use YouTube as your RSS feed which you can do these days because YouTube is trying to take a piece of the podcast in pie at the moment apple and Spotify are for listening and YouTube is for watching in my experience that and that's the take that I'm I'm telling people what's your take on that Mr chisel you know what I'm I'm actually sick of agreeing with you for a whole week I don't think we've had one cross word so I'm I'm just for the sake of disagreeing with you I'm gonna agree with you uh no do you know what I'm going to say and and I think they they are all really valid points uh that you made which I totally uh which I totally get the only thing that I would throw into that mix um would be letting people consume content in whatever format they want to consume it so if they happen to um subscribe to Spotify and they um you know get their music and their podcast on Spotify and all of a sudden they have the ability to watch a podcast and they want to watch a podcast on Spotify then who am I to not let them watch podcast on Spotify so for me I just look at it as another way to make it easier for somebody to access my podcast and I think the new feature that they just brought out on Spotify because normally you can only find a podcast through organic search through the through the title and through the description yeah two ways Spotify have just released a third way which is video chapters of your podcast if you obviously have video on there and they oh okay yeah through AI they've segmented those episodes so people can find your podcast in a third way I'd love to say that you know I found that out but I actually found that out from um mutual friend of yours um the head of marketing at Dar CE who was at the podcast show watching us ah okay oh interesting all right well the the sign of the sign of uh someone who is attuned with their ego is someone who's not willing to uh is someone who's willing to change their opinion so if we skip back five minutes guys just forget everything I said you should definitely have your audio and video on Spotify but that's that's really interesting and and it brings us on to another good point actually with the chapters being whether you're going to do it in audio format video format YouTube Spotify the chapters in podcast is becoming even more important they're starting to roll out now something called podcasting 2.0 so you can actually on certain platforms now you can actually add chapters into the audio as well if you set up in the right way and again it's another way for your you know your show could be about um you know I know you recently interviewed someone who's going to be like the Olympian for BMX so you could be you know they might search for BMX they might get fun of the title might get sh the show description but you could be you know it might be uh why BMX is good for mental health maybe that's a chapter and that's searchable as a term now so it's really important the chapters that's that's a really good point though and I also think mate it's um it's yet another example of Spotify chucking money and resource at podcasting whereas yeah apple you just met with silence aren't you they don't seem to be um you know trying new things whereas Spotify obviously chucked a hell of a lot of money at it and and are investing in the platform massively so for me it's and I I agree with you it makes sense especially from a monetization point to drive everybody towards your YouTube um and and who knows if if if Spotify start doing something similar and rewarding creators in some way shape or form but yes a it's a good debate isn't it and it's it's good to see people trying new things in this space as well and trying to um um interest audiences in different ways yeah for sure the other thing on YouTube to be mindful of or aware of is the YouTube shorts again this is not new now so most of you will probably be doing it but not all but all of you people probably know about it maybe not all of you are still doing it though so YouTube shorts it's got to be portrait format and under 60 seconds if you you can still upload it if it's over 60 seconds but it doesn't go into that short category it does it as a normal video feed so it just looks a bit weird on your feed and you also don't get the of that organic reach shorts can absolutely blow up in terms of reach I've not seen any of them transition from short into subscribers and long-term fans of the show but again it's a great way to get organic people to organically find out more about you and shorts recently has shifted so you can actually link because to start with it was just Standalone pieces of content it was like well that was good because I got you know 10,000 views overnight but what did it actually do for you whereas now you can actually tag the main video where that short form came from so down here for example at the bottom you can see on this bottom row these are um clips from um a show called uh marketing the madness that we were working on at one point and that could actually now point to the specific episodes as well so that's a really good way of uh getting organic audience I'm going to try and rattle through because I appreciate we're already sort of 35 minutes in now this is someone who I I'm I'm a big fan of very very fond of and Alex I know you know her as well Katy Street runs an agency called Street agency and they are a B2B marketing agency so they're a marketing agency for marketing agencies now Katie's got somebody in house and she and this is probably the sort of the far end of the spectrum of what you can do with your podcast but Katie for every episode that they do and this is a by the way a tool that has generated them I asked Katie you know what does the podcast actually sort of generate you and last year she said it made them 638,000 in business it won them £ 638,000 in business so this is a direct lead generation piece of content for them but every single week and every single episode they have got a podcast page on the website so street. agency podcast and then they every single episode has its own specific episode page as well so you can see they on the right hand side and sorry it's a little bit um blurred out in fact can I zoom in on it at all yes maybe I can a little bit so on this right hand side you can see it just about there sorry for the screen share quality guys you can see there for example so she has the Ed from the audio player she has links through to Spotify Apple Google Amazon music and all the rest of it the SEO written show notes which we've created get included in there as well and then there's links and back links and references that are mentioned in the podcast episode and then there's also an ined of YouTube as well so from a SEO perspective on this website Google loves this stuff because obviously KT is talking about sort of various areas of expertise within the uh the content marketing space which which is great for SEO there's links and back links because you're pushing people you're getting the link in from um your RSS feed you're pushing the link back out to YouTube you can push from your show notes to uh the the uh the website the website you can push out to the different platforms so from an SEO perspective it's really good youve got links and back links happening all the time so when Google rank it they'll go call there's lots of activity happening here there's lots of links and it's consistently being refreshed it's a really good thing for for SEO now you might be sitting there going that sounds great but I haven't got a full agency of people to run this for me I can't help you with that I guess the thing to the thing to note here is that a lot of this all of this work has already been done anyway the show notes have got to get written the ined code uh you can find on the RS RSS platform when you're uploading your content anyway YouTube again you can get the ined code so it's actually it's not as much work as you might think but again we talked earlier about it's about putting systems and processes around this so it might be that you know there's a Blog functionality of your podcast of your website which works really nicely for new episodes every single week you just got to find the way to make this stuff work but again if you look at some of the the uh the titles there you know she had the head of marketing at HSBC she had the heads of marketing and the people who run the events at madfest which is a huge marketing conference which gets 12,000 attendees every single year so it's worth making that effort because again if anyone's searching for that person or they're searching for that sub subject there's a good chance that Katie's website will actually pop up with that content and obviously um the podcast gets good organic reach from that as well which is great I'm GNA I'm going to skip through these and we'll we might even have to do I don't I always forget how much sort of diving deep you can do on this stuff I'm going to show you an example now so this was a client who came came to us and said we want to launch a full podcast but we haven't got the opportunity at the moment we haven't got the time our CEO is super super busy but they've been on some podcast as a guest how much content could you get from it for us and we'd already worked with this client before previously doing some content they love what we had done I said well I don't know it depends how good a communicator it is because I never actually met the C seen seen him talk depends how good the podcast episode is it depends how good the the interviewer is or the interviewers if they've been on multiple episodes it depends if they've recorded in good quality etc etc he said just give me a ballp part figure I said well look I reckon for every episode I reckon we could get you know at least 10 to 20 pieces of content he went brilliant that's great I'm going to send you over some links sent me over one link to one podcast I said okay great how many other podcast has he done and he said well he's actually just done this one at the moment I was like right so you want me to see how much content I can get from one podcast episode and he said yes but we ended up getting 48 pieces of content from this episode and 48 like really good pieces of content as well so what you've got here on the left hand side so I basically sat there I was like right what am I going to do only got one episode how much am I really going to be able to bloody get from one episode so I sat there and I watched this myself and I made I made notes of the timestamps and every time and luckily this guy talked to flipping sound bites so every time there's like a little sound bite there was a nice phrase that he said I would basically take a note of the Tim stamp and then I repurpose that content and I almost re repurposed it so for example this was for a wine and whiskey Investment Company and one of their big sort of um kpis was that they wanted to come across us person able but have an an air of authority and they wanted to be experts but they wanted to be you know sort of um nice and approachable and all that kind of stuff and this came across really nicely on this podcast episode but basically anytime so for example the first thing that this guy talked about was how he made his first investment so I was like okay cool his first investment was a 50 pound bottle of investment wine and before that he had been a stable hand when he was a poor kid you know nice ragster riches story if you've ever watched the the brand um the Brand Story that Donald Miller talks about really nice a hero's journey almost so I like right let's get content around that so what we did is we took these these moments of these clips about like making my first investment and how you can make your first investment and we repurpose that content and this was in the days before chat GPT so this is a few years ago now so it'd be even quicker to do it now and from that we basically took the a Blog itself so how he talked about making his first investment and how people should consider their making their first investment so we made a Blog which was making your first investment then we created a Blog header and then we created a graphic which was a reminder hey we've launched a couple a Blog a couple of days ago don't forget to read it we created a LinkedIn clip in 16 by9 so a landscape format and then we also did the same thing in square and we did it in portrait so it could sit on feeds or it could sit on Tik toks and then we made a carousel so when we wrote this blog utilizing the wording that he said within the content we then broke that down into individual slides which could work as a carousel or get saved as a PDF for a slides share so effectively it ends up looking I'm not a big fan of The Branding but it is the client's branding so you have to sort of go with it but this is what it ended up looking like so this one clip at the top here so my first B my first wine investment and now it becomes how to make your first investment it becomes this content here so making your first investment and obviously I've just got a little bit of a clip of it there but on the left hand side you can see that's the blog uh or that's like one of about 10 pages of the blog from that then we then as I mentioned we create a head up so how to make your first investment we did a new blog post hey we got a new blog post out we did a reminder graphic hey did you check out how to make your first investment we then made the individual uh you can see it here we made the individual um images into a slide into Graphics which worked for a carousel then we put it onto LinkedIn so we did a square version for LinkedIn we did a um sorry we did the landscape version for LinkedIn we did the square version for Instagram we did the portrait version for Tik Tok and we did that with and without um captions so if you upload it to Tik Tok you can do the captions directly organically in the platform itself and then we took the graphics that we turn into the carousel we sa that as a we saved that as a PDF and when you upload that as a PDF onto LinkedIn it works as a SlideShare so from that every single clip there we made a Blog we made Graphics we made a carousel we made a SlideShare for every single one so for all of these 48 clips ended up making every single one had a Blog every single one had a reminder graphic every single one had a carousel every single one had a slides share so then and every single one had a header it went out as a newsletter it worked as a LinkedIn article uh it worked as a medium post so before you knew it we had about six pieces of content they could use every single week from a 30 to 40 second clip now again this was back in the day when I actually listen to every clip and I was like right let me write write a blog around this and I'm not the world's best writer I love to think I'm JK ring but I'm definitely not so if you can imagine you could actually upload a transcript of this podcast episode now you could upload the brand guidelines or the website and get a tone of voice and an ideal client for this brand in particular you can then upload the transcript to say right write me a a Blog about um this first subject that resonates with this target market it's so powerful if you get this part of it right and again then you know from the client perspective they've got blog Graphics Carousel slides share headers LinkedIn posts all all to that they could put out for for you know that's just a week to of content now if you're thinking well how the hell it sounds amazing but how the hell am I going to do it utilize something like a Content calendar this is one called plannable which is pretty good we're using one at the moment with test one called Vista Social what you'll find with these content calendars is that they will do 90% of stuff brilliantly and 10% of it will be crap there's not one that I found yet that does everything brilliantly you might find one that's greater scheduling and you can do the first comments on LinkedIn you could do the hashtags and you could do trending music for video but you can't do slid shares on LinkedIn for example or it does all of it but you can't add a cover image to Tik Tok you all of them will do lots of stuff brilliantly but there'll be a couple of bits that aren't quite perfect but you're not going to find one platform that does it all absolutely spot on unless there's any techy people out there and you want to create it and please do and then sell me on it cuz I will 100% be your first client but Vista Social is a really good one and again the key with I find a lot of the time with this content repurposing is to make it as simple as you can and to put a system and a process around it for yourself even if you're doing this by yourself you haven't got any team at all put a system around it for you so you go right on the day that my podcast goes live I'm going to put a little trailer out the day um the day after it goes live I'm going to put a graphic out the day after it goes live I'm going to put the blog out about that week's episode that relates to it then I'm might put out the carousel two days later then I might put out another clip and then before you know you've got a little bit of a system around the show yeah and you know that repeat weekly boom 100% exactly that you Monday's the trailer Tuesday's the blog th Wednesday's the graphic uh Thursday's the carousel Friday's another clip and when you get into that Cadence of making content I know it probably sounds really really overwhelming to start with but once you get into the flow in the process of it it's actually quite easy to replicate it we after the week often it's it's putting the guard rails and the system in place in the first place for you um to make all the content and you'll be delighted to know 45 minutes later having watched these awful slides on my screen which I wholeheartedly apologize for that is my take on how you repurpose your content wow 45 minutes boom congratulations even with technical Gremlins as well to start with yeah we got there in the end guys we got there in the end well done did you know what I'll I'll Chuck something in then as well which which I think is really relevant to content creators for for independent content creators such as um we have in in pod school is don't get hung up on thinking that if you're posting something every day that you're spamming everybody because you're not we we might have mentioned this once or twice last week but that that whole thing that you know even in the most perfect scenario you post something on social media the maximum people you are going to reach people who follow you is 5% that's literally it you it will not get bigger and that's lucky if you get 5% okay that's how the algorithm works I'm pretty sure it's three isn't it it show it to 3% of your audience and depends on how much engagement you get which is why algorithms are really important comment back on LinkedIn and stuff it will then open up to 9% so like I say on a on a average day you're probably getting exactly to your point 5% of people and on a good day when you're smashing it you know 9% of people are seeing it so when you're posting again about your podcast two days later you're thinking oh everyone's going to get bored with this well no because you've still got 95% of people to tell about that episode in particular so yeah it's a great Point yeah and and it's it's worth making I feel so don't you know really do not get hung up on that and and just as James said you know create the system Oz is the same it's like this day the carousels goes out this day the the teaser goes out for for the main episode this day we're shouting about the main episode actually going live this day we we're actually doing a bit of a deep dive into actually who the guest is you know what they've done beforehand Etc um all these different things that you can do um as James rightly said last week as well a really good thing to do is after you've recorded the episode to to just jump on and record uh you know a little piece of video or or even go live and talk about it you know with with the guest day yourself I know you might have done this before I remember you know interviewing Rob Moore and as I'm interviewing him he decides we're going to go live on all of his social media platforms at the same time as well so you you know there's a there's a there's many many different ways you can um you can create content um and promote your podcast and just don't feel dirty or spammy about it because I know people do they literally get scared about it and and instead just post once a week the day that the episode goes live well guess what as James said on a good day you've got 91% of your audience who haven't heard about that multiply that across all your platforms there a huge amount of people who don't know that your episode has gone live unless they subscribe or follow your podcast and as many people far more um clever than me have pointed out there's not everybody follows your podcast not everyone subscribes to your podcast it's going to be different for everybody what percentage of your audience who listen to your podcast or watch should actually follow or subscribe to you so they're the only people who are getting the notification if they click the notification Bell that your podcast that day is going live so don't get hung up about it come up with the schedule post about it every day um let's see if we've got any questions shall we James I think the other point to to mention there I'm not sure if there's any in the chat I can't work out I've never feel like I'm spamming oh here we go yeah so o says brilliant thanks there you go I didn't even see that yeah I feel like I'm spamming every time I post or send stuff to my followers there you go we've literally just we've just covered that yeah we've absolutely just covered that um that off right there accident accidentally on purpose already um yeah you you're gonna you're G to 10% of your audience maximum is going to see it um and and don't worry about it one one thing I will say as well that you could once you get into the flow of making the content for example we've talked about carousels slid shares videos clips trailers blogs articles newsletters you don't have to post about that one particular episode all of that week so for example if I'm doing an episode and we're talking you'll start to see us doing this we're going to start doing this for pod School we're going to start utilizing this content which is why we're trying to use Riverside albeit not very well um but the reason why we're using this is because it is a better quality so we can use this for clips and all that kind of stuff but for example we might be talking about repurposing the episode this week might be about this repurposing one that we've done but if we've got content in the bank the blog for this might not go out for two or three weeks and then you can start mixing up your content you can s on a weekly basis right for I'm going to do the trailer from week one I'm going to do the carousel from week two I'm going to do the blog from week three and you can start to cycle that content obviously to start with you need to sort of like make a batch of it before you can start to get to that lovely position to be in but that's a nice way to do it because otherwise I I get that you could feel like you're just saying the same thing week after week after week after week after week but it's not necessarily the case you don't have to use all of that content in one week but that's all of the elements you could repurpose you know if you said I'm going to get at the very least I'm going to get the full video full audio I'm going to do one clip um for for short form I'm going to do one clip for link for LinkedIn and I'm going to do a you know extended post about it um via a blog or even if you don't to class as a Blog just an extend post that could go out as a LinkedIn article or something that's five pieces of content and I I was if I was reminded of something this week actually over the weekend that um alluding to this in that look back at what your most popular assets were that you promoted the the video clips the carousels and repost them they could have been five months ago they could have been five weeks ago could have been five days ago repost them um you know try different titles different uh key words you know repurpose stuff that wasn't popular the first time around you know the more content that you create so the more podcast episodes that you record and I think I'm up to I think tomorrow uh Thursdays with Daniel Priestley is 559 something like that something crazy for me um and it's like don't just go oh it's Thursday hasht throw back Thursday let's pick an episode from the past doesn't matter what day it is don't have to tag it like that either pick stuff and I you know I think we're creating so much it probably doesn't make sense to go and um or we don't have the time to go back and find our less popular stuff and repost it but stuff that's been popular why wouldn't you want to post that again why wouldn't you to get a reaction again or stuff that you you know and this is when it becomes you know you you need you really rely on these systems but when somebody or some becomes popular in the media and you've got an episode on that topic or you've got someone talking about it and I'll give you an obvious example um Pi's Lenny former Dragons Den investor AI is in the news every single day I remember interviewing P peers and he had literally just launched his AI company about 18 months ago so why wouldn't I reintroduce that episode and talk about it in a you know when the media are doing that and there's going to be different hashtags that are trending on that topic as well that I can leverage on on Tik Tok and and Linkedin Etc yeah and also to to just to maybe this will be our follow point before we finish this session but there'll be people who are like I say like something will happen with peers like he'll get a new TV show or whatever it may be and you can almost accidentally newsjack the agenda and put those pieces of content out I had it recently like Rob Dear deck I think it was his 50th birthday is a really successful investor from America and I'd interviewed him um this time last year I think it was and just because it was his birthday there was loads of people loads of the big influencers who are p with him were were tagging him and mention him I was like oh that's um and I just like him anyway so I just wanted to say happy birthday so I put another post out of that content and engag with it again he like oh that's kind of cool so and to Alex's point you know we we are so all of us I guess are and Alex is in a different situation I guess because he's interviewing quite well-known people and it makes sense to like hammer it for that week you know especially like around that one particular guest but for for those of us who are not in the the elevated position the lofty status chisel it where it isn't sort of got an agenda to it you know you how many people if you made two or three Clips even if you just doing little Clips v v Opus clip which is AI tour which will definitely show you in the next couple of weeks even if You' done two or three Clips I bet you didn't even use them all and if you did it was probably six months ago yeah and you know Tik Tok you post on you can post on Tik Tok three to five times a day yeah okay you don't want to do that on Instagram but on Tik Tok just Spam the hell out of it why not and also to to that Point James um I remember relatively recently I think back in April or something I was gutted when um one of my guests so I've had on before as well and so I was thinking so Jay Morton xss hudz wins um now you know Climer um Adventurer Etc all around good guy and um interviewed him again and the first time you know he promoted it so I just thought brilliant he's bound to promote it again they've just got um SCS hudz wins coming out in Australia so it's gonna it's gonna you know perfect timing and he didn't post about it once and I literally hammered it for for like the week nothing and then I you know looking on his Instagram and I can see oh okay he's actually camping in the Arctic in a tent in like minus 7 million degrees um he's not really in a situation to be sharing Alex chisel content so I'm sitting there freezing I've got to do do an Instagram post sh retweet retweet and and U I made a point of re-sharing it when I could see he was back on the beach in in Bournemouth not far from me and um he did share it so I think it is it is that thing again don't be afraid uh to repost you know your stuff um and again that that message of you know don't not being afraid to actually message somebody and send them that content as you said on on WhatsApp you know don't don't get snobby about it 100% well it is 50 minutes in we will wrap this session up thank you for watching if you've watched it live thank you for watching it on the replay if you watched on the replay and if you haven't watched it well you don't even know that I'm talking to you so soic quite frankly uh we'll be back again later on this week for another installment of pod school we have got another podcast audit coming up this week and we've got another ask us anything Q&A session as well so thank you for tuning in any questions obviously once you you watch the replay of this or even if you didn't get your question answered while you're here live make sure you just stick the question into pods school and one of us or our team will be picking it up over the next couple of days and we will um make sure that we uh cover those questions off in an upcoming Q&A thank you Jim thank you ollie thank you everyone else who's popped into the room popped into the room bloody was like Clubhouse again oh no um but we'll see you again later on this week for more pod school thank you very much for tuning in tada

I think we&#39;re live maybe maybe maybe not we&#39;re on a different platform folks you might have guessed we are on a platform we&#39;ve been talking a lot about in the last week in fact Riverside and um James and I are here this evening James is going to share with you his content creation m machine how to turn one piece of content I.E a podcast episode into nearly 50 pieces of content across all sorts of platforms not just audio and video podcast platforms we are talking about multiple social media platforms uh you&#39;re going to really enjoy this um so James is going to give us what something like 20 minutes worth of content I will attempt to interrupt him as uh as is my want and then we will open it up to some questions uh towards the end there we go awesome stuff well thank you for tuning in everybody um this is a great example of test stuff before you go live on a platform because this has been an absolute um s show uh I will edit myself live there but hopefully you&#39;re going to get enough enough content from this to make sure that it&#39;s worth your time so Alex can I just double check can you still see that slide yeah create a Content machine you can it looks bloody awful sorry everybody but again I&#39;m just going to walk you through it it&#39;s more to jug my memory anyway quite frankly so there we go so we&#39;re going to do our best to um work our way through this yeah so one of the one of the things that we often get asked and I&#39;m sure you get this as well a lot of the time Alex is how much content can you actually get from a podcast because people think that maybe you can get you&#39;re obviously going to get the audio maybe get the video as well but there&#39;s so much more that you can do with a podcast if you set it up to do it in the right way um from the get-go so tonight we&#39;re going to talk about turning your podcast into a Content machine talked about this loads in pod school already so many people go to the time effort energy and frankly the budget of making a podcast but then they just don&#39;t really tell many people about it they forget to do the marketing piece we&#39;ve talked about this on the uh the launch training session that we&#39;ve done we&#39;ve had it loaded within the Q&amp;A section pretty much anytime we go live here within pod school we end up saying don&#39;t forget to tell people about the the actual podcast itself now I said this a lot and I honestly believe it if you are not spending as much time on the promotion of this thing as you are on the making of it you&#39;re probably missing a trick now the content in the podcast purists who are listening to this will be like oh no but you know it&#39;s going to be about the amazing content yes of course it has but to go to sort of a an old school analogy if a tree falls over in the woods and there&#39;s no one else around to hear it does it make a sound who flipping knows and who flipping cares but it&#39;s the same with your podcast the whole adage of build it and they will come does not work in 2024 or whenever you&#39;re watching this video because there&#39;s just so much content around these days you&#39;ve really got to help your content to stand out from the crowd and the great thing is that repurposing from a long form piece of content is actually really easy when you know how to do it and that&#39;s what we&#39;re going to go through tonight now I often I&#39;m going to start in a slightly weird way I will always repurpose from the long form piece of content into the short form pieces of content so quite often i&#39; I&#39;ve had a couple of clients when they&#39;ve they&#39;ve done for example um like Facebook live feeds or they&#39;ve done live streams like this and they&#39;ll try and repurpose from these pie of content but I don&#39;t think that works quite as well as doing it the other way around so do the long form content and repurpose from that perspective rather than just because because when Facebook lives I guess they&#39;re not so popular these days but um we used to have clients and but you know this was like 201 18 19 when Facebook was really popping off they do these live feeds and then they just sort of repurpose the content from there but then they&#39;d be like oh hey Mary how are you oh hi Julie oh Julie&#39;s in the house tonight it&#39;s just a crap listener experience people want to feel like you&#39;ve made it natively for that platform so make the long form content and then cut it down from there now whilst I say make the long form and cut it down from there be very mindful of what angles you&#39;re trying to go for um with the short form content so for example I know somebody&#39;s launched a podcast literally as a way of creating a Content machine for these short form Clips so he&#39;s very I&#39;m not a massive fan of how it&#39;s done but it&#39;s very very effective you know he will um be very click baiting how he asks questions he puts people on the back foot it&#39;s quite jarring as a as a Content experience frankly but again his whole Mantra and his whole his whole Mo his whole modus operandi is to get the short form content it&#39;s all he&#39;s doing the podcast for so again go into the long form knowing what you&#39;re trying to create this for we&#39;ll go through a couple of um slides so what content can you actually create from one episode of a podcast and the answer is absolutely loads and we&#39;re going to touch on some of the examples of this very shortly one of the things I would encourage people to do though as well as just sort of looking at the outward content in terms of you blasting out to maybe social media platforms or to LinkedIn or to your own platforms let&#39;s call it that owned media um I think there&#39;s a it&#39;s really easy to forget how much content how much juice you can squeeze from the lemon if you engage the guests themselves so one of the things that we&#39;ve started to really notice is that if get especially if you&#39;re in the B2B space if you&#39;re especially if you&#39;re trying to be in expert economy or people who make money in the expert economy as I would say if like LinkedIn is one of your key platforms the guest engagement piece on LinkedIn is super super powerful because of the way that linkedin&#39;s algorithm works if people share and tag you then their first and second connections can automatically find out about you and your content so we&#39;ve got a bit of an engagement strategy that we&#39;ve started to do and again this is not about necessarily repurpose in the content but I guess this is maximizing the reach of it potentially so for example we&#39;ve got a I don&#39;t know if I&#39;ve got all four emails in here yes I have very effective other me um so I surprise myself there so this is the first email that we had send out so what we do and again you don&#39;t need to be contrived but you just got to make sure that you&#39;ve got systems and processes around this stuff so this guest engagement email this is an email that I will get our clients to send out within like a day maximum of going live within this podcast it&#39;s basically just to thank you and either via an email or if you got them on WhatsApp however is the easiest way to communicate with them that&#39;s fine but it&#39;s just like high insert name just wanted to pop you a quick message say thanks for today the conversation was hugely valuable and I know that my audience will love this into this episode I found it especially interesting when we talked about insert key talking point here now again what you&#39;ve got to do with a podcast because quite often it&#39;s yet another thing on your to-do list of NeverEnding flipping content right is You&#39; got to make a system around it so that you can do the minimum without it being not in a negative way but do the minimum that you need to do and the maximum outcome for it so again if I was just to get like a generic message oh hey I really enjoyed that thanks so much I think my old will get loads from it you know you can kind of think that&#39;s a blanket message but if I insert a key talking point I loved it when you talked about um you know when I I interviewed Alex many many years ago I loved it when you talked about how you um took the jump from being a cabin crew to doing it for yourself but obviously the fact that you had done it because Branson was your boss and this whole Mantra was screw it just do it which ially is now the name of his podcast then I think my audience is going to get massive value from that Alex now thinks oh he&#39;s taking the time he really enjoyed a specific segment around it he&#39;s much more engaged now so when I then make the ask in a couple of weeks time of hey can you spam this out to your followers which is effectively what you&#39;re trying to do he&#39;s much more likely to do that so that&#39;s the guest engagement message number one then um and this depends this is context dependent but for example we work with a lot of sort of big recruitment companies and now have guests on from other big recruitment companies or other big companies in general and internets are still massive massive things internal coms are huge so this is a second email that we send out hey insert guest name as you may recall as I mentioned to you the podcast production company that we work with this is for someone who&#39;s working with us as an agency they&#39;ve making a load of uh content and it&#39;s going to be really good blah blah blah in addition some I guess effectively what you&#39;re trying to say here is I know that such and such is likely to have a a strong focus on stakeholder in a Comm company Communications so I&#39;m assuming that you&#39;d want to in ined codes or the audio or the video um let us know we&#39;ll send it across to you so we actually send them the imbed Code so that they can push this out through the internet now again this might not um your podcast being mentioned on someone&#39;s internet might not bring in an external audience but it&#39;ll bring in an internal audience which still drives the audio and the downloads and the listens so it&#39;s well worth doing this and again some we were working with a company and we were looking at how big their internet was they had 990,000 people who worked for them 90,000 so that internet is huge and again it&#39;s one of those things where people just think oh I want to get on their socials I want to get on their Tik Tok I want to get on their Twitter or whatever it may be but actually imagine if you can get even like 1% of that audience it&#39;s a big number of people so the second message that we send out is and again if if they work for a tiny company they haven&#39;t got an internet or if they&#39;re solo solopreneur obviously don&#39;t send this one out but if it&#39;s a bigger company that&#39;s probably got in a in a Communications internal coms or stakeholders that might be interested then that&#39;s what we send out and again the key to all of this is to make it as bloody simple for the guest as possible if you make it complicated they just won&#39;t do it so make it as simple as possible and also second just to add in something that I&#39;ve learned in the last couple of years would be the person that you are the person you&#39;ve interviewed is not necessarily the person the right person to actually send this to Their audience to their interest would you agree with that 100% we had um we were doing some sort of trans is actually for this podcast here radical transformation we were doing some very sort of like big transformation project stuff and as you can imagine we were working with lot big banking Brands and stuff they had they had a legal person flying from Holland to sit in the studio with this guy to make sure he didn&#39;t put a foot wrong so that guy is not sending this out to his internet you know it&#39;s going to go through um you know a legal department a compliance Department a marketing department through the marketing department you have internal and external you might even certain company size you have someone who&#39;s just inter in charge of internal emails so you know you&#39;re 100% correct is not always the person who&#39;s done that conversation with you when you get started and on smaller guests who work for smaller companies they are most likely the person who can pull the trigger on all of this stuff but as you get to bigger companies it&#39;s definitely not always going to be the case so yeah you&#39;re 100% right and again the key to it is to make it as simple make it as easy for people to say yes as possible um then we said a couple of weeks or a couple of days before a podcast goes live we send them an email to say hey your podcast is about to go out live shortly I&#39;ll read this just in case it&#39;s blurry on the screen because I&#39;m not sure how good quality is coming out so hi insert name because our episode of the podcast is due to come out shortly I wanted to pop you a link with the assets created by our production company the full show both in audio and video has come out great and the team also picked out some brilliant key moments marketing assets that show the value of the podcast we&#39;ve recorded together you can find the marketing assets via insert link here what you don&#39;t want to be doing is trying to attach all of the assets to the email because it will not get through because it&#39;ll be too big so e whether you use dropbox or Google drive or one drive or SharePoint or whatever it may be send them the link and again keep it as simple as possible for people so put all of the stuff in one folder send the link to that folder so in this example we say in this folder you&#39;ll find two clips in portrait format these work well for vertical Focus platforms such as Instagram reals Tik Tok and teach them how to use it here two clips is Square format this is best for posting on linkedin&#39;s Main feed one extended clip this a longer section of the podcast it works really well as a LinkedIn post as it gives context to the conversation a one time th there which you can use as a cover image when posting so I&#39;m literally giving them the stuff there and I&#39;m telling them how to use it um I&#39;ll be posting all these assets over the next few weeks I&#39;ll make sure to tag you into these posts please feel free to either repost what I share alternatively you&#39;re most welcome to post the content natively onto your feeds too which is what um our guests often opt to do again trying to install what you want them do there it&#39;s called an embedded command in psychological language so you just trying to make them do the stuff you want them to do um if you want to push the directly to the episode you can send them to Apple insert link here Spotify insert link here or the video can be found via VIA YouTube now in those instances there you&#39;re going to be sending out the generalized uh link to your Apple Spotify and YouTube but what you&#39;re going to do on the day that it comes out is you are going to send them another email again and again you might be looking at this going well I&#39;m not going to message people four times it feels spam it feels like it&#39;s too much that&#39;s absolutely fine use this within the the context that suits your need and requirement and on launch day I say hey our podcast has gone out because you can&#39;t actually send them a link to that podcast episode specifically before it goes live because you just don&#39;t know what the URL is going to be you can obviously push them to your podcast episode but you can&#39;t push them sorry you can push them to your podcast show in general but you can&#39;t give them the exact link to that episode until it&#39;s gone live and what I always do or what I say is best practice to do is to use a link shortener like a bit.ly or a tiny URL or one of those platforms and make the URL the guest name or the subject or the company because again if they see that the link is about them they are so much more likely to share it you know if I did building the brand.com you know the general sort of like spammy looking Apple link they might not share that out but if I go it&#39;s tinyurl.com Alex chisel Alex because he&#39;s got a massive ego by the way guys he&#39;s much more likely to share out aren&#39;t you Alex I took that tip from you actually I I hadn&#39;t had that that&#39;s it is a really good you told me that a couple months ago and um I&#39;m all about personalizing this making it as easy as possible so you know I we even give them you know write a post for them and go this is the post that we were going to send that feel free to use yourself we also are going to be posting this at for example 9:00 a.m. in the morning would be great if you were able to post this between 9:00 a.m. and 12:00 a.m. they might not do that but for me it gives you a reference point that you can then go back the next day and go did they post it did they not if they didn&#39;t give them a nudge what have you got to lose you might never see them again for the rest of your life so what have you got to lose yeah great Shout again make it as easy for them as possible so for example I&#39;ve got a lot of people and I&#39;ve because you become sort of p with people I&#39;ve got them on on um on WhatsApp so although people would be like oh yeah but you degrade the quality of a video if you put it on WhatsApp who bloody cares quite frankly you know it&#39;s something there people are going to watch on a screen that&#39;s that big so it&#39;s not the end of the world so again ideally you want them to download it in high you know definition quality and post it organically and blah blah blah but if it&#39;s easier for them I will literally I send them the assets I&#39;ll send them the link and then I&#39;ll send them the individual assets on WhatsApp and go hey I know it&#39;s often easy to just get these via WhatsApp here&#39;s a promo video here&#39;s the trailer here&#39;s the clips let me know if you need anything else the key to it is personalizing it for the guest or the company and making it a simple for them as possible agre um and and I can show an example in a minute if I can make this um screen share bloody work on Riverside I will show you how we lay out our folders again to make it easy for people so that&#39;s the guest engagement piece I&#39;m sorry I know we&#39;ve been talking for about 15 minutes we&#39;ve not actually shown you any actually external content which we&#39;re going to touch on to now so you will have seen loads and loads of podcast content out there it is bloody everywhere at the moment so the number one thing that is easy if you&#39;re recording your podcast in a video format obviously you can get loads of Great Clips as well as having the long form YouTube content you can also get loads of short form Clips as well if you record it like even on saying like Riverside for example even if you&#39;re watching this in vertical vertical landscape as in uh sort of horizontal if you record it in a good enough quality you can actually cut the portrait Clips so the long sort of top to bottom Clips in good quality as well so say like newlyweds for example which is the Jamie yeah you&#39;re P Jamie they have blown up their podcast all through short form content the the battle for long form attention is being fought in short form battlefields that is absolutely the way that people are getting found unfortunately as it stands at the moment there&#39;s not really and we&#39;ve talked about it a little bit already and we&#39;ll do talk about it much more on different uh episodes of of pod school but um episodes sessions rather I just keep talking like I&#39;m in the podcast all the time but you know you can get via your show name via your artwork there some clever back clever backend SEO stuff that you can do with your descriptions and your show notes but the main way that people are going to find you is on these other platforms go oh that looks funny that looks interesting what form of information education or entertainment are you going to give people and then push them back to your platform so short form videos is really really powerful um now if you&#39;re looking at this and going oh my God yeah but I haven&#39;t got a full-time video editor how can I do this there&#39;s lots of AI tools out there that are starting to become much more powerful one in particular that works I think really really well is Opus clip we&#39;re actually going to do a session we&#39;ve been requested to do a session on AI tools and we&#39;ll actually use some of these AI tools live on a training session to show how easy it can be to to make content so yeah from the long form video short form video content is a must Tik Tok whether you like it or not is driving organic views LinkedIn whether you like it or not drives organic views insta and Facebook a little bit more squash with the reach but literally the way the algorithm works on LinkedIn and Tik Tok it helps you to find organic audiences especially Tik Tok especially especially Tik Tok um so you must be using that now if you&#39;re going to say well I don&#39;t want to record the whole podcast and we&#39;ve got some clients and they don&#39;t want to record the podcast because they talk about um uh potentially sensitive subjects which I fully understand even if you&#39;re not going to put the full video out I would still be recording the video if you&#39;re doing it remotely just for Clips because again um if you haven&#39;t got video clips I think it&#39;s very hard to promote a podcast these days I really do if you haven&#39;t got a way to to get short form content I think it&#39;s difficult I remember hearing um Spencer Matthews who does Big Fish podcast and he was in conversation at the podcast show with Holly Tucker who who started not in the High Street now Holly only does audio she&#39;s never done video doesn&#39;t want to because people are not comfortable being on video she and she&#39;s she&#39;s cool with that because it does you know she she would rather have the conversation these amazing conversations but Spencer said I I Spencer said I literally don&#39;t understand how you can promote your show I don&#39;t know how actually I know it damages my reach and I know it impacts my reach but I would be I prefer my my guess to be more comfortable so again that&#39;s just a conversation and a decision that you have to make for your yourself really but she still has a super successful show that&#39;s always do top end of the business chart but I was I was there for that conversation as well um and yeah interesting isn&#39;t it because he comes from a very visual medium of Maiden Chelsea a big visual following on Instagram Tik Tok no doubt as well um but you got to I I agree I I&#39;ve recorded all of my podcast even though um I&#39;ve only started showing the full video just under a year ago but I think to Market it just using things like audiograms and static artwork it&#39;s tough isn&#39;t it it&#39;s tough it is that way it&#39;s yeah it&#39;s much harder don&#39;t get me wrong if you&#39;ve got an amazing show it will find an audience but even like Holly Tucker for example she and she is a great example she&#39;s a massively successful entrepreneur you know she started not in the High Street probably one of the most powerful non- major business brands in the UK and you know she probably still struggles to Market it even though she&#39;s got that kind of clout and that kind of a following I would say um so yeah just just bear that in mind so I capture the video even if you&#39;re not intending to use the the full thing with be my take on it um here&#39;s a good example of what you can do with the videos If you are going to capture it for the full long form content then obviously the I would say the main place to put this content is on YouTube now Spotify has recently started allowing podcasters to share the long form content as well through Spotify for podcasters but me and there&#39;s some of the big shows that are doing it they they beat tested it with I think it was 500 of the big shows and they sort rolled out to 25,000 shows and they&#39;ve opened it up to everybody for me personally I would only put the long form content onto YouTube and the reason for that is because Spotify you can&#39;t see behind the scenes you can&#39;t see the stats you can&#39;t see the download numbers and if you&#39;re going to drive traffic to a platform I would be pushing it to YouTube because YouTube is the biggest you know I think it&#39;s the biggest second biggest search um search engine after Google but obviously it&#39;s actually still owned by it&#39;s just another you know element of it but for me like you can&#39;t monetize a video on Spotify but you can on you can on YouTube it&#39;s harder to share it if it&#39;s on Spotify the video it&#39;s so easy on YouTube You Know YouTube have become you look at look at pod school for example they don&#39;t actually allow you to upload video because obviously in terms of the data they have to store loads of data but what they&#39;ve made it really easy to do is to share a URL to YouTube so I would go where the attention is and where the eyeballs are and people are searching how to uh how to secure a an FD role how to secure a fractional marketing director job how to you know people go and search how to on YouTube it&#39;s still a really good search engine for that kind of stuff um and as I say the key thing I think with this is that not that the the metric of success on YouTube is how many views you&#39;ve got how many likes you&#39;ve got how many comments youve got how many subscribers you&#39;ve got but people and you guys would have done this yourselves and maybe if you&#39;ve been invited to be a guest on a podcast the first thing I bet you&#39;ve done is look at how and try and guess how big you think that podcast is is it a good use of your time it&#39;s very hard to see that on a video on Spotify it&#39;s not hard to see that on on a video on YouTube and again the subscriber numbers The View numbers the watch numbers the likes the comments it&#39;s not the bill and endle but it is a sign of significance I would say is a sign of audience and reach so for me personally I&#39;m advising people keep your a your video off Spotify until the point where I see some sort of algorithmic change where it really benefits you to have it on there as well and I push all audio to Apple or Spotify and all video to YouTube same reason I say to people don&#39;t use YouTube as your RSS feed which you can do these days because YouTube is trying to take a piece of the podcast in pie at the moment apple and Spotify are for listening and YouTube is for watching in my experience that and that&#39;s the take that I&#39;m I&#39;m telling people what&#39;s your take on that Mr chisel you know what I&#39;m I&#39;m actually sick of agreeing with you for a whole week I don&#39;t think we&#39;ve had one cross word so I&#39;m I&#39;m just for the sake of disagreeing with you I&#39;m gonna agree with you uh no do you know what I&#39;m going to say and and I think they they are all really valid points uh that you made which I totally uh which I totally get the only thing that I would throw into that mix um would be letting people consume content in whatever format they want to consume it so if they happen to um subscribe to Spotify and they um you know get their music and their podcast on Spotify and all of a sudden they have the ability to watch a podcast and they want to watch a podcast on Spotify then who am I to not let them watch podcast on Spotify so for me I just look at it as another way to make it easier for somebody to access my podcast and I think the new feature that they just brought out on Spotify because normally you can only find a podcast through organic search through the through the title and through the description yeah two ways Spotify have just released a third way which is video chapters of your podcast if you obviously have video on there and they oh okay yeah through AI they&#39;ve segmented those episodes so people can find your podcast in a third way I&#39;d love to say that you know I found that out but I actually found that out from um mutual friend of yours um the head of marketing at Dar CE who was at the podcast show watching us ah okay oh interesting all right well the the sign of the sign of uh someone who is attuned with their ego is someone who&#39;s not willing to uh is someone who&#39;s willing to change their opinion so if we skip back five minutes guys just forget everything I said you should definitely have your audio and video on Spotify but that&#39;s that&#39;s really interesting and and it brings us on to another good point actually with the chapters being whether you&#39;re going to do it in audio format video format YouTube Spotify the chapters in podcast is becoming even more important they&#39;re starting to roll out now something called podcasting 2.0 so you can actually on certain platforms now you can actually add chapters into the audio as well if you set up in the right way and again it&#39;s another way for your you know your show could be about um you know I know you recently interviewed someone who&#39;s going to be like the Olympian for BMX so you could be you know they might search for BMX they might get fun of the title might get sh the show description but you could be you know it might be uh why BMX is good for mental health maybe that&#39;s a chapter and that&#39;s searchable as a term now so it&#39;s really important the chapters that&#39;s that&#39;s a really good point though and I also think mate it&#39;s um it&#39;s yet another example of Spotify chucking money and resource at podcasting whereas yeah apple you just met with silence aren&#39;t you they don&#39;t seem to be um you know trying new things whereas Spotify obviously chucked a hell of a lot of money at it and and are investing in the platform massively so for me it&#39;s and I I agree with you it makes sense especially from a monetization point to drive everybody towards your YouTube um and and who knows if if if Spotify start doing something similar and rewarding creators in some way shape or form but yes a it&#39;s a good debate isn&#39;t it and it&#39;s it&#39;s good to see people trying new things in this space as well and trying to um um interest audiences in different ways yeah for sure the other thing on YouTube to be mindful of or aware of is the YouTube shorts again this is not new now so most of you will probably be doing it but not all but all of you people probably know about it maybe not all of you are still doing it though so YouTube shorts it&#39;s got to be portrait format and under 60 seconds if you you can still upload it if it&#39;s over 60 seconds but it doesn&#39;t go into that short category it does it as a normal video feed so it just looks a bit weird on your feed and you also don&#39;t get the of that organic reach shorts can absolutely blow up in terms of reach I&#39;ve not seen any of them transition from short into subscribers and long-term fans of the show but again it&#39;s a great way to get organic people to organically find out more about you and shorts recently has shifted so you can actually link because to start with it was just Standalone pieces of content it was like well that was good because I got you know 10,000 views overnight but what did it actually do for you whereas now you can actually tag the main video where that short form came from so down here for example at the bottom you can see on this bottom row these are um clips from um a show called uh marketing the madness that we were working on at one point and that could actually now point to the specific episodes as well so that&#39;s a really good way of uh getting organic audience I&#39;m going to try and rattle through because I appreciate we&#39;re already sort of 35 minutes in now this is someone who I I&#39;m I&#39;m a big fan of very very fond of and Alex I know you know her as well Katy Street runs an agency called Street agency and they are a B2B marketing agency so they&#39;re a marketing agency for marketing agencies now Katie&#39;s got somebody in house and she and this is probably the sort of the far end of the spectrum of what you can do with your podcast but Katie for every episode that they do and this is a by the way a tool that has generated them I asked Katie you know what does the podcast actually sort of generate you and last year she said it made them 638,000 in business it won them £ 638,000 in business so this is a direct lead generation piece of content for them but every single week and every single episode they have got a podcast page on the website so street. agency podcast and then they every single episode has its own specific episode page as well so you can see they on the right hand side and sorry it&#39;s a little bit um blurred out in fact can I zoom in on it at all yes maybe I can a little bit so on this right hand side you can see it just about there sorry for the screen share quality guys you can see there for example so she has the Ed from the audio player she has links through to Spotify Apple Google Amazon music and all the rest of it the SEO written show notes which we&#39;ve created get included in there as well and then there&#39;s links and back links and references that are mentioned in the podcast episode and then there&#39;s also an ined of YouTube as well so from a SEO perspective on this website Google loves this stuff because obviously KT is talking about sort of various areas of expertise within the uh the content marketing space which which is great for SEO there&#39;s links and back links because you&#39;re pushing people you&#39;re getting the link in from um your RSS feed you&#39;re pushing the link back out to YouTube you can push from your show notes to uh the the uh the website the website you can push out to the different platforms so from an SEO perspective it&#39;s really good youve got links and back links happening all the time so when Google rank it they&#39;ll go call there&#39;s lots of activity happening here there&#39;s lots of links and it&#39;s consistently being refreshed it&#39;s a really good thing for for SEO now you might be sitting there going that sounds great but I haven&#39;t got a full agency of people to run this for me I can&#39;t help you with that I guess the thing to the thing to note here is that a lot of this all of this work has already been done anyway the show notes have got to get written the ined code uh you can find on the RS RSS platform when you&#39;re uploading your content anyway YouTube again you can get the ined code so it&#39;s actually it&#39;s not as much work as you might think but again we talked earlier about it&#39;s about putting systems and processes around this so it might be that you know there&#39;s a Blog functionality of your podcast of your website which works really nicely for new episodes every single week you just got to find the way to make this stuff work but again if you look at some of the the uh the titles there you know she had the head of marketing at HSBC she had the heads of marketing and the people who run the events at madfest which is a huge marketing conference which gets 12,000 attendees every single year so it&#39;s worth making that effort because again if anyone&#39;s searching for that person or they&#39;re searching for that sub subject there&#39;s a good chance that Katie&#39;s website will actually pop up with that content and obviously um the podcast gets good organic reach from that as well which is great I&#39;m GNA I&#39;m going to skip through these and we&#39;ll we might even have to do I don&#39;t I always forget how much sort of diving deep you can do on this stuff I&#39;m going to show you an example now so this was a client who came came to us and said we want to launch a full podcast but we haven&#39;t got the opportunity at the moment we haven&#39;t got the time our CEO is super super busy but they&#39;ve been on some podcast as a guest how much content could you get from it for us and we&#39;d already worked with this client before previously doing some content they love what we had done I said well I don&#39;t know it depends how good a communicator it is because I never actually met the C seen seen him talk depends how good the podcast episode is it depends how good the the interviewer is or the interviewers if they&#39;ve been on multiple episodes it depends if they&#39;ve recorded in good quality etc etc he said just give me a ballp part figure I said well look I reckon for every episode I reckon we could get you know at least 10 to 20 pieces of content he went brilliant that&#39;s great I&#39;m going to send you over some links sent me over one link to one podcast I said okay great how many other podcast has he done and he said well he&#39;s actually just done this one at the moment I was like right so you want me to see how much content I can get from one podcast episode and he said yes but we ended up getting 48 pieces of content from this episode and 48 like really good pieces of content as well so what you&#39;ve got here on the left hand side so I basically sat there I was like right what am I going to do only got one episode how much am I really going to be able to bloody get from one episode so I sat there and I watched this myself and I made I made notes of the timestamps and every time and luckily this guy talked to flipping sound bites so every time there&#39;s like a little sound bite there was a nice phrase that he said I would basically take a note of the Tim stamp and then I repurpose that content and I almost re repurposed it so for example this was for a wine and whiskey Investment Company and one of their big sort of um kpis was that they wanted to come across us person able but have an an air of authority and they wanted to be experts but they wanted to be you know sort of um nice and approachable and all that kind of stuff and this came across really nicely on this podcast episode but basically anytime so for example the first thing that this guy talked about was how he made his first investment so I was like okay cool his first investment was a 50 pound bottle of investment wine and before that he had been a stable hand when he was a poor kid you know nice ragster riches story if you&#39;ve ever watched the the brand um the Brand Story that Donald Miller talks about really nice a hero&#39;s journey almost so I like right let&#39;s get content around that so what we did is we took these these moments of these clips about like making my first investment and how you can make your first investment and we repurpose that content and this was in the days before chat GPT so this is a few years ago now so it&#39;d be even quicker to do it now and from that we basically took the a Blog itself so how he talked about making his first investment and how people should consider their making their first investment so we made a Blog which was making your first investment then we created a Blog header and then we created a graphic which was a reminder hey we&#39;ve launched a couple a Blog a couple of days ago don&#39;t forget to read it we created a LinkedIn clip in 16 by9 so a landscape format and then we also did the same thing in square and we did it in portrait so it could sit on feeds or it could sit on Tik toks and then we made a carousel so when we wrote this blog utilizing the wording that he said within the content we then broke that down into individual slides which could work as a carousel or get saved as a PDF for a slides share so effectively it ends up looking I&#39;m not a big fan of The Branding but it is the client&#39;s branding so you have to sort of go with it but this is what it ended up looking like so this one clip at the top here so my first B my first wine investment and now it becomes how to make your first investment it becomes this content here so making your first investment and obviously I&#39;ve just got a little bit of a clip of it there but on the left hand side you can see that&#39;s the blog uh or that&#39;s like one of about 10 pages of the blog from that then we then as I mentioned we create a head up so how to make your first investment we did a new blog post hey we got a new blog post out we did a reminder graphic hey did you check out how to make your first investment we then made the individual uh you can see it here we made the individual um images into a slide into Graphics which worked for a carousel then we put it onto LinkedIn so we did a square version for LinkedIn we did a um sorry we did the landscape version for LinkedIn we did the square version for Instagram we did the portrait version for Tik Tok and we did that with and without um captions so if you upload it to Tik Tok you can do the captions directly organically in the platform itself and then we took the graphics that we turn into the carousel we sa that as a we saved that as a PDF and when you upload that as a PDF onto LinkedIn it works as a SlideShare so from that every single clip there we made a Blog we made Graphics we made a carousel we made a SlideShare for every single one so for all of these 48 clips ended up making every single one had a Blog every single one had a reminder graphic every single one had a carousel every single one had a slides share so then and every single one had a header it went out as a newsletter it worked as a LinkedIn article uh it worked as a medium post so before you knew it we had about six pieces of content they could use every single week from a 30 to 40 second clip now again this was back in the day when I actually listen to every clip and I was like right let me write write a blog around this and I&#39;m not the world&#39;s best writer I love to think I&#39;m JK ring but I&#39;m definitely not so if you can imagine you could actually upload a transcript of this podcast episode now you could upload the brand guidelines or the website and get a tone of voice and an ideal client for this brand in particular you can then upload the transcript to say right write me a a Blog about um this first subject that resonates with this target market it&#39;s so powerful if you get this part of it right and again then you know from the client perspective they&#39;ve got blog Graphics Carousel slides share headers LinkedIn posts all all to that they could put out for for you know that&#39;s just a week to of content now if you&#39;re thinking well how the hell it sounds amazing but how the hell am I going to do it utilize something like a Content calendar this is one called plannable which is pretty good we&#39;re using one at the moment with test one called Vista Social what you&#39;ll find with these content calendars is that they will do 90% of stuff brilliantly and 10% of it will be crap there&#39;s not one that I found yet that does everything brilliantly you might find one that&#39;s greater scheduling and you can do the first comments on LinkedIn you could do the hashtags and you could do trending music for video but you can&#39;t do slid shares on LinkedIn for example or it does all of it but you can&#39;t add a cover image to Tik Tok you all of them will do lots of stuff brilliantly but there&#39;ll be a couple of bits that aren&#39;t quite perfect but you&#39;re not going to find one platform that does it all absolutely spot on unless there&#39;s any techy people out there and you want to create it and please do and then sell me on it cuz I will 100% be your first client but Vista Social is a really good one and again the key with I find a lot of the time with this content repurposing is to make it as simple as you can and to put a system and a process around it for yourself even if you&#39;re doing this by yourself you haven&#39;t got any team at all put a system around it for you so you go right on the day that my podcast goes live I&#39;m going to put a little trailer out the day um the day after it goes live I&#39;m going to put a graphic out the day after it goes live I&#39;m going to put the blog out about that week&#39;s episode that relates to it then I&#39;m might put out the carousel two days later then I might put out another clip and then before you know you&#39;ve got a little bit of a system around the show yeah and you know that repeat weekly boom 100% exactly that you Monday&#39;s the trailer Tuesday&#39;s the blog th Wednesday&#39;s the graphic uh Thursday&#39;s the carousel Friday&#39;s another clip and when you get into that Cadence of making content I know it probably sounds really really overwhelming to start with but once you get into the flow in the process of it it&#39;s actually quite easy to replicate it we after the week often it&#39;s it&#39;s putting the guard rails and the system in place in the first place for you um to make all the content and you&#39;ll be delighted to know 45 minutes later having watched these awful slides on my screen which I wholeheartedly apologize for that is my take on how you repurpose your content wow 45 minutes boom congratulations even with technical Gremlins as well to start with yeah we got there in the end guys we got there in the end well done did you know what I&#39;ll I&#39;ll Chuck something in then as well which which I think is really relevant to content creators for for independent content creators such as um we have in in pod school is don&#39;t get hung up on thinking that if you&#39;re posting something every day that you&#39;re spamming everybody because you&#39;re not we we might have mentioned this once or twice last week but that that whole thing that you know even in the most perfect scenario you post something on social media the maximum people you are going to reach people who follow you is 5% that&#39;s literally it you it will not get bigger and that&#39;s lucky if you get 5% okay that&#39;s how the algorithm works I&#39;m pretty sure it&#39;s three isn&#39;t it it show it to 3% of your audience and depends on how much engagement you get which is why algorithms are really important comment back on LinkedIn and stuff it will then open up to 9% so like I say on a on a average day you&#39;re probably getting exactly to your point 5% of people and on a good day when you&#39;re smashing it you know 9% of people are seeing it so when you&#39;re posting again about your podcast two days later you&#39;re thinking oh everyone&#39;s going to get bored with this well no because you&#39;ve still got 95% of people to tell about that episode in particular so yeah it&#39;s a great Point yeah and and it&#39;s it&#39;s worth making I feel so don&#39;t you know really do not get hung up on that and and just as James said you know create the system Oz is the same it&#39;s like this day the carousels goes out this day the the teaser goes out for for the main episode this day we&#39;re shouting about the main episode actually going live this day we we&#39;re actually doing a bit of a deep dive into actually who the guest is you know what they&#39;ve done beforehand Etc um all these different things that you can do um as James rightly said last week as well a really good thing to do is after you&#39;ve recorded the episode to to just jump on and record uh you know a little piece of video or or even go live and talk about it you know with with the guest day yourself I know you might have done this before I remember you know interviewing Rob Moore and as I&#39;m interviewing him he decides we&#39;re going to go live on all of his social media platforms at the same time as well so you you know there&#39;s a there&#39;s a there&#39;s many many different ways you can um you can create content um and promote your podcast and just don&#39;t feel dirty or spammy about it because I know people do they literally get scared about it and and instead just post once a week the day that the episode goes live well guess what as James said on a good day you&#39;ve got 91% of your audience who haven&#39;t heard about that multiply that across all your platforms there a huge amount of people who don&#39;t know that your episode has gone live unless they subscribe or follow your podcast and as many people far more um clever than me have pointed out there&#39;s not everybody follows your podcast not everyone subscribes to your podcast it&#39;s going to be different for everybody what percentage of your audience who listen to your podcast or watch should actually follow or subscribe to you so they&#39;re the only people who are getting the notification if they click the notification Bell that your podcast that day is going live so don&#39;t get hung up about it come up with the schedule post about it every day um let&#39;s see if we&#39;ve got any questions shall we James I think the other point to to mention there I&#39;m not sure if there&#39;s any in the chat I can&#39;t work out I&#39;ve never feel like I&#39;m spamming oh here we go yeah so o says brilliant thanks there you go I didn&#39;t even see that yeah I feel like I&#39;m spamming every time I post or send stuff to my followers there you go we&#39;ve literally just we&#39;ve just covered that yeah we&#39;ve absolutely just covered that um that off right there accident accidentally on purpose already um yeah you you&#39;re gonna you&#39;re G to 10% of your audience maximum is going to see it um and and don&#39;t worry about it one one thing I will say as well that you could once you get into the flow of making the content for example we&#39;ve talked about carousels slid shares videos clips trailers blogs articles newsletters you don&#39;t have to post about that one particular episode all of that week so for example if I&#39;m doing an episode and we&#39;re talking you&#39;ll start to see us doing this we&#39;re going to start doing this for pod School we&#39;re going to start utilizing this content which is why we&#39;re trying to use Riverside albeit not very well um but the reason why we&#39;re using this is because it is a better quality so we can use this for clips and all that kind of stuff but for example we might be talking about repurposing the episode this week might be about this repurposing one that we&#39;ve done but if we&#39;ve got content in the bank the blog for this might not go out for two or three weeks and then you can start mixing up your content you can s on a weekly basis right for I&#39;m going to do the trailer from week one I&#39;m going to do the carousel from week two I&#39;m going to do the blog from week three and you can start to cycle that content obviously to start with you need to sort of like make a batch of it before you can start to get to that lovely position to be in but that&#39;s a nice way to do it because otherwise I I get that you could feel like you&#39;re just saying the same thing week after week after week after week after week but it&#39;s not necessarily the case you don&#39;t have to use all of that content in one week but that&#39;s all of the elements you could repurpose you know if you said I&#39;m going to get at the very least I&#39;m going to get the full video full audio I&#39;m going to do one clip um for for short form I&#39;m going to do one clip for link for LinkedIn and I&#39;m going to do a you know extended post about it um via a blog or even if you don&#39;t to class as a Blog just an extend post that could go out as a LinkedIn article or something that&#39;s five pieces of content and I I was if I was reminded of something this week actually over the weekend that um alluding to this in that look back at what your most popular assets were that you promoted the the video clips the carousels and repost them they could have been five months ago they could have been five weeks ago could have been five days ago repost them um you know try different titles different uh key words you know repurpose stuff that wasn&#39;t popular the first time around you know the more content that you create so the more podcast episodes that you record and I think I&#39;m up to I think tomorrow uh Thursdays with Daniel Priestley is 559 something like that something crazy for me um and it&#39;s like don&#39;t just go oh it&#39;s Thursday hasht throw back Thursday let&#39;s pick an episode from the past doesn&#39;t matter what day it is don&#39;t have to tag it like that either pick stuff and I you know I think we&#39;re creating so much it probably doesn&#39;t make sense to go and um or we don&#39;t have the time to go back and find our less popular stuff and repost it but stuff that&#39;s been popular why wouldn&#39;t you want to post that again why wouldn&#39;t you to get a reaction again or stuff that you you know and this is when it becomes you know you you need you really rely on these systems but when somebody or some becomes popular in the media and you&#39;ve got an episode on that topic or you&#39;ve got someone talking about it and I&#39;ll give you an obvious example um Pi&#39;s Lenny former Dragons Den investor AI is in the news every single day I remember interviewing P peers and he had literally just launched his AI company about 18 months ago so why wouldn&#39;t I reintroduce that episode and talk about it in a you know when the media are doing that and there&#39;s going to be different hashtags that are trending on that topic as well that I can leverage on on Tik Tok and and Linkedin Etc yeah and also to to just to maybe this will be our follow point before we finish this session but there&#39;ll be people who are like I say like something will happen with peers like he&#39;ll get a new TV show or whatever it may be and you can almost accidentally newsjack the agenda and put those pieces of content out I had it recently like Rob Dear deck I think it was his 50th birthday is a really successful investor from America and I&#39;d interviewed him um this time last year I think it was and just because it was his birthday there was loads of people loads of the big influencers who are p with him were were tagging him and mention him I was like oh that&#39;s um and I just like him anyway so I just wanted to say happy birthday so I put another post out of that content and engag with it again he like oh that&#39;s kind of cool so and to Alex&#39;s point you know we we are so all of us I guess are and Alex is in a different situation I guess because he&#39;s interviewing quite well-known people and it makes sense to like hammer it for that week you know especially like around that one particular guest but for for those of us who are not in the the elevated position the lofty status chisel it where it isn&#39;t sort of got an agenda to it you know you how many people if you made two or three Clips even if you just doing little Clips v v Opus clip which is AI tour which will definitely show you in the next couple of weeks even if You&#39; done two or three Clips I bet you didn&#39;t even use them all and if you did it was probably six months ago yeah and you know Tik Tok you post on you can post on Tik Tok three to five times a day yeah okay you don&#39;t want to do that on Instagram but on Tik Tok just Spam the hell out of it why not and also to to that Point James um I remember relatively recently I think back in April or something I was gutted when um one of my guests so I&#39;ve had on before as well and so I was thinking so Jay Morton xss hudz wins um now you know Climer um Adventurer Etc all around good guy and um interviewed him again and the first time you know he promoted it so I just thought brilliant he&#39;s bound to promote it again they&#39;ve just got um SCS hudz wins coming out in Australia so it&#39;s gonna it&#39;s gonna you know perfect timing and he didn&#39;t post about it once and I literally hammered it for for like the week nothing and then I you know looking on his Instagram and I can see oh okay he&#39;s actually camping in the Arctic in a tent in like minus 7 million degrees um he&#39;s not really in a situation to be sharing Alex chisel content so I&#39;m sitting there freezing I&#39;ve got to do do an Instagram post sh retweet retweet and and U I made a point of re-sharing it when I could see he was back on the beach in in Bournemouth not far from me and um he did share it so I think it is it is that thing again don&#39;t be afraid uh to repost you know your stuff um and again that that message of you know don&#39;t not being afraid to actually message somebody and send them that content as you said on on WhatsApp you know don&#39;t don&#39;t get snobby about it 100% well it is 50 minutes in we will wrap this session up thank you for watching if you&#39;ve watched it live thank you for watching it on the replay if you watched on the replay and if you haven&#39;t watched it well you don&#39;t even know that I&#39;m talking to you so soic quite frankly uh we&#39;ll be back again later on this week for another installment of pod school we have got another podcast audit coming up this week and we&#39;ve got another ask us anything Q&amp;A session as well so thank you for tuning in any questions obviously once you you watch the replay of this or even if you didn&#39;t get your question answered while you&#39;re here live make sure you just stick the question into pods school and one of us or our team will be picking it up over the next couple of days and we will um make sure that we uh cover those questions off in an upcoming Q&amp;A thank you Jim thank you ollie thank you everyone else who&#39;s popped into the room popped into the room bloody was like Clubhouse again oh no um but we&#39;ll see you again later on this week for more pod school thank you very much for tuning in tada

Transcript for:Turning a Podcast into a Content Machine

Transcript for:
Turning a Podcast into a Content Machine