Podcast Summary

    • Podcasting for Yourself vs. Podcasting for ClientsBoth podcasting for yourself and podcasting for clients have unique benefits. Self-podcasting builds credibility, promotes business, and creates evergreen content. Client-podcasting addresses specific needs, provides solutions, and handles publishing process.

      Producing a podcast for yourself and producing one for your clients can serve different purposes. When creating a podcast for yourself, your goal may be to establish expertise, promote your business, and create evergreen content that remains useful over time. This type of podcasting can help build your credibility and attract clients. However, when producing a podcast for your clients, your focus shifts to addressing their specific needs and challenges. This could involve creating content tailored to their industry, providing solutions to common problems, and handling the publishing and posting process. Ultimately, both types of podcasting can be effective marketing tools, but it's important to understand the unique benefits and requirements of each. By creating valuable, evergreen content for yourself and customized content for your clients, you can expand your reach and build a successful podcasting business.

    • Different approaches for podcasts based on purposeFor clients: 40% current events, 60% evergreen. For personal use or service providers: 100% evergreen content.

      Creating podcasts for clients and for personal use serves different purposes and requires different approaches. For clients, particularly those in industries with constantly evolving products or services, incorporating current events and news can help position them as experts and generate leads. Up to 50% of their podcast content can be tied to current affairs, while the remaining content should focus on evergreen topics. This approach keeps their podcasts relevant and engaging to listeners. On the other hand, for personal use or for generating business as a service provider, evergreen content is key. This type of content never goes out of date and provides ongoing value to listeners. By offering a mix of both current and evergreen content for clients, service providers can effectively meet their clients' needs while also maintaining a consistent brand and message.

    • Recycling your marketing: Evergreen content in podcastsEvergreen content, relevant and valuable over long periods, can be recycled and repurposed, saving time and extracting value. Podcasts can be transcribed and repurposed into various formats like reports, blog posts, and articles.

      Creating evergreen content is a valuable strategy for marketers, particularly in age-old activities like advertising and marketing. Evergreen content is relevant and valuable over a long period of time, unlike content tied to specific external products or services or current events. By recycling and repurposing old content, marketers can save time and continue to extract value from it. This concept, known as "recycling your marketing," can be applied to various formats like podcasts, which can be transcribed and turned into special reports, blog posts, or feature articles. It's essential to ensure the old content remains relevant and factually accurate, but the addition of current affairs and issues can help refresh it. Ultimately, evergreen content forms the foundation, with current events and issues serving as the wrapper, making the content timely and engaging.

    • Leveraging evergreen content with current eventsConnecting timeless value content with current events keeps it relevant and engaging, allowing creators to maximize the value and longevity of their content.

      Creating evergreen content and wrapping it with current events can be an effective content strategy. Evergreen content refers to materials that provide timeless value, while connecting it with current events can make it more relevant and engaging. This approach allows content creators to leverage the value of their existing content while addressing new developments. For instance, a lawyer could create evergreen content about the importance of asset protection and common mistakes, while also discussing new laws and their potential impact. This strategy can help maintain a balance between providing timeless value and addressing current situations. Additionally, the use of podcasting as a platform for this approach is not new, as it has roots in the form of radio programs. By following this strategy, content creators can maximize the value and longevity of their content, while also staying current and relevant to their audience.

    • Optimizing a podcast: Narrowing topics, offering evergreen content, and consistent deliveryNarrow podcast topics to key ideas, provide evergreen content, and deliver consistently for maximum reach and engagement. Optimize content later for search engines and keep offers within your ecosystem.

      Creating and optimizing a podcast involves careful planning and execution. The speaker shared his approach, which includes narrowing down topics to key ideas tied to products or services, offering evergreen products or services for listeners to access, and testing titles and descriptions for maximum reach. He also emphasized the importance of consistency in getting content in front of the audience and optimizing it later for search engines. The speaker also mentioned the importance of keeping offers within one's own ecosystem and avoiding external links to social media or other platforms. By following these steps, the speaker has been able to maintain a presence and engage with his audience effectively for over two decades.

    • Approaches to Podcasting: Personal vs. ClientFor personal podcasts, focus on evergreen content for long-term audience growth. For clients, prioritize finished material for initial advertising potential.

      Creating and managing a podcast for personal use versus for a client requires different approaches. For personal use, focusing on evergreen content with high value and consistent flow traffic can help stretch out the long tail and attract a larger, ongoing audience. However, for clients, producing finished material with a strong title, description, backlinks, and keywords is necessary for the first 30 days to maximize advertising potential. In a studio environment, recording multiple podcasts for clients in advance and delivering a complete package is feasible, but in-house, resources and time are limited, making it more efficient to focus on evergreen content and buildable hours. For clients interacting with a general marketplace, about half of their content should be topical, seasonal, and tied to their industry to maintain relevance.

    • Maximizing Content's Impact through Quality, Optimization, and PromotionInvesting in high-quality content and optimizing it after publication adds long-term value for clients, while automated marketing efforts expand reach.

      Producing high-quality content once and making it accessible to a large audience over time is more beneficial for long-term exponential growth, rather than constantly striving for viral posts that satisfy clients' immediate expectations. However, this doesn't mean neglecting optimization. Instead, optimizing content after publication can be demonstrated to clients as a value-add, while automated marketing efforts can help reach a larger audience. This approach allows for scale and efficiency, particularly for clients who can afford it. Ultimately, it's about finding the right balance between quality, optimization, and promotion to maximize content's impact.

    • In-house vs client podcasting: Different goals, same benefitsBoth in-house and client podcasting offer syndication benefits, but have distinct goals: consistent education vs lead generation and sales

      Creating a podcast in-house and creating one for a client have their unique differences and benefits. For an in-house podcast, the focus is on providing consistent educational content to a loyal audience, while for a client's podcast, the goal is to create complete packages with multiple headlines and offers to attract new leads and sales. Both forms of podcasting share the benefit of syndication, allowing content to reach a wider audience across multiple platforms. However, it's crucial to track the source of traffic for client podcasts to accurately attribute new leads and sales. Podcasting is a valuable tool for generating leads and building a loyal audience, as once posted, the content remains accessible forever. If you have any questions about creating a successful podcast, visit www.addbriefings.co.uk and opt-in to our newsletter for more tips and success stories.

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