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Transcript

9/14/26 #ContentChat: Should You Start That B2B Podcast? · #ContentChat

• 0:01
  SPEAKER_01: Hello everyone.
• 0:03
  SPEAKER_01: I'm Eric Hild, and you're tuning in for content chat.
• 0:08
  SPEAKER_01: Today we have something really fun for you.
• 0:12
  SPEAKER_01: We have as our special guest, Rachel Moore, who's a podcast expert, and not like one of those people who tells other people what they should be doing about podcasts, but somebody who actually hosts and produces B2B podcasts.
• 0:27
  SPEAKER_01: So we're not talking about somebody who's going to help you become a YouTube superstar, but maybe how you can become a B2B podcast superstar.
• 0:39
  SPEAKER_01: That is what we're going to be talking about today.
• 0:41
  SPEAKER_01: Or maybe you won't even want to have a podcast at the end of listening to the two of us talk about it.
• 0:47
  SPEAKER_01: But that's actually good too.
• 0:49
  SPEAKER_01: The point is, at the end of the time you're spending with us, you will know whether or not a B2B podcast is something that's going to be a valuable part of your marketing plan.
• 1:00
  SPEAKER_01: So before we dive in, Rachel, do you want to take a minute and introduce yourself?
• 1:05
  SPEAKER_00: Sure will.
• 1:05
  SPEAKER_00: Thanks, Erica.
• 1:06
  SPEAKER_00: And by the way, it is awesome to be on camera and mics with you again.
• 1:10
  SPEAKER_00: So I'm so this is so exciting and I'm just thrilled.
• 1:14
  SPEAKER_00: I could talk about podcasts all day, all evening.
• 1:17
  SPEAKER_00: I talk about it all the time, mostly because it is a very talkative kind of profession.
• 1:21
  SPEAKER_00: But um yeah, uh I, y'all, I've been in marketing for 18 years.
• 1:25
  SPEAKER_00: Every time I do the math, it kind of freaks me out.
• 1:27
  SPEAKER_00: But uh 18 years, I've been podcasting and live streaming for 10 years.
• 1:32
  SPEAKER_00: Uh throwback, everybody remember serial?
• 1:34
  SPEAKER_00: Yeah.
• 1:35
  SPEAKER_00: Uh that when when everybody's like, oh, there's this thing called podcasts.
• 1:38
  SPEAKER_00: That's right.
• 1:39
  SPEAKER_00: And that one was really interesting.
• 1:40
  SPEAKER_00: And and then everybody said, well, let's, and nobody's stopped.
• 1:44
  SPEAKER_00: Everybody's just kept snowballing with the the podcasting.
• 1:47
  SPEAKER_00: But been doing it for 10 years, and I've had my own business as a B2B host and producer of podcasts for the last three and a half years.
• 1:56
  SPEAKER_00: Again, mind-boggling, but here we are.
• 1:58
  SPEAKER_00: But uh uh I it's funny because I've had conversations with a colleague recently where I'm like, you know, I do think back to my history, like I have a communications degree, but I also did a get a certification in radio and TV broadcasting, y'all, way back when we used razor blades to slice the actual tape instead of actually editing it on computers.
• 2:17
  SPEAKER_00: That was linear.
• 2:18
  SPEAKER_00: Um, so uh yeah, I'm old, but um I'm loving it.
• 2:23
  SPEAKER_00: I I love podcasting, I love advising people on how to do a podcast so it doesn't just flop right out the gate because it's a lot.
• 2:33
  SPEAKER_00: And I know we're gonna talk about that today, but I I'm a big believer in them when they're done right and uh you know when they're done with intent.
• 2:41
  SPEAKER_00: And so uh that's what I think we're probably gonna talk about today.
• 2:43
  SPEAKER_00: But I'm delighted to be here, mom of two pretty much adult kids.
• 2:47
  SPEAKER_00: Uh I have a husband and a cat.
• 2:49
  SPEAKER_00: He's not joining us today because the door is shut.
• 2:51
  SPEAKER_00: And but I'm based in Denver, and that's me in a big ol' nutshell.
• 2:56
  SPEAKER_00: Fantastic.
• 2:57
  SPEAKER_01: Well, you don't have to travel very far for content marketing world next month, then.
• 3:00
  SPEAKER_00: I know it's super convenient.
• 3:02
  SPEAKER_00: I'm very excited.
• 3:03
  SPEAKER_00: I was so delighted last year, and they're like, it's in Denver.
• 3:05
  SPEAKER_00: I'm like, oh my god, my budget loves you people.
• 3:09
  SPEAKER_01: I love it.
• 3:10
  SPEAKER_01: Yeah.
• 3:11
  SPEAKER_01: So we're like, we're at the start of planning season.
• 3:15
  SPEAKER_01: And I feel like at the start of every planning season, B2B marketing, when you everyone's sitting around the table, oh, maybe we should start a podcast as something that it's inevitable that someone's gonna say.
• 3:26
  SPEAKER_01: And then they'll cite, oh, well, such and such competitor has a podcast, or this thought leader that everybody loves has a podcast.
• 3:32
  SPEAKER_01: So we should do it too.
• 3:34
  SPEAKER_01: So let's just start with that obvious question should you?
• 3:37
  SPEAKER_01: And how do you know if you should or not?
• 3:39
  SPEAKER_00: Yes, let's talk about this.
• 3:41
  SPEAKER_00: So um I have a checklist um that I share with potential clients who are asking this question like, hey, we think we want to do a podcast.
• 3:50
  SPEAKER_00: We, you know, and usually inevitably it's like because X has a podcast or I love listening to podcasts, here's my favorite and whatever.
• 3:57
  SPEAKER_00: And it really is, y'all, it's about um adjusting some expectations here.
• 4:02
  SPEAKER_00: Because I think we would all love to be Mel Robbins and have a podcast like hers, you know, or you know, any number of podcasts where we like they have a studio and they've got moving cameras and you know, they do ISO shots and then group shots, and you know, they've got different my really cool looking microphones on these awesome boom arms that move around.
• 4:22
  SPEAKER_00: Maybe they're wearing headsets, maybe they're not.
• 4:25
  SPEAKER_00: It just looks so cool.
• 4:27
  SPEAKER_00: Um, and listen, uh, if you have a famous person at your brand, this could that you could result with that.
• 4:35
  SPEAKER_00: That's great.
• 4:36
  SPEAKER_00: Most of us are not household names.
• 4:38
  SPEAKER_00: Um, your executives are usually not.
• 4:41
  SPEAKER_00: Your brand probably isn't.
• 4:42
  SPEAKER_00: Now, there are some brands out there very popular and they do great.
• 4:45
  SPEAKER_00: Um, but when you don't have all that name recognition, really a podcast is part of your content engine for that brand awareness, but also to get your thought leadership out there.
• 4:55
  SPEAKER_00: It's a great vehicle for it.
• 4:57
  SPEAKER_00: But um, this goes back to that checklist I share with uh on oncoming clients because I'm like, well, here's all the things that I can take care of for you.
• 5:06
  SPEAKER_00: And I just watch their eyes just kind of uh oh.
• 5:11
  SPEAKER_00: Because I think everybody likes to think, oh, I just need to flip on a microphone and record, and then we'll put a podcast out the next day.
• 5:19
  SPEAKER_00: I think that's really neat.
• 5:21
  SPEAKER_00: Uh people think that.
• 5:24
  SPEAKER_01: Um and it just definitely seem to underestimate the commitment that's involved with it.
• 5:29
  SPEAKER_00: It's such a commitment.
• 5:30
  SPEAKER_00: I'm in the I'm in the midst right now of helping a client launch a show.
• 5:34
  SPEAKER_00: And we're going through, I have a whole I went and took over part of their um task management system because I'm like, well, let's set up a can't, you know, an initiative for the actual launch of the show, and then we need a template for every single episode.
• 5:47
  SPEAKER_00: And here's all the things that have to happen to get an episode out.
• 5:50
  SPEAKER_00: And if you again, if I know everybody's got these like, you know, stars in their eyes about like, oh my God, our podcast is gonna be just like so-and-so's.
• 5:57
  SPEAKER_00: And it's like, well, if you really want that, you need the resources to do it.
• 6:01
  SPEAKER_00: And I'm gonna tell you there's there's two things that people usually come up against.
• 6:05
  SPEAKER_00: One is that they're already very lean marketing teams who are scraping every single minute they can out of their day.
• 6:13
  SPEAKER_00: Even if you're having them use AI, they still are doing a lot.
• 6:17
  SPEAKER_00: Um, they don't have the bandwidth to do this for you.
• 6:21
  SPEAKER_00: Um, you've got to drop something if you're gonna pile this on their plate, and you're not gonna hire somebody to do it, even if it's like a full-time person.
• 6:29
  SPEAKER_00: And nobody really, it's really interesting to me, nobody really wants to hire like a dedicated full-time person to do a podcast, even though it certainly is, um, or can be.
• 6:39
  SPEAKER_00: The other aspect is that oftentimes there's this assumption that, oh well, C-level person will be the host of this podcast.
• 6:49
  SPEAKER_00: Amazing.
• 6:50
  SPEAKER_00: And oftentimes it's the CEO.
• 6:51
  SPEAKER_00: And I'm I'm always like, wow, that's so cool that your CEO has all this spare time.
• 6:57
  SPEAKER_00: Are they gonna squeeze this in between golf or they're not working, right?
• 7:00
  SPEAKER_00: And everybody's like, no, they work a lot.
• 7:03
  SPEAKER_00: Oh, so so yeah, it's it's it's very I I I love podcasts.
• 7:08
  SPEAKER_00: I want to say that I listen to at least three to five religiously every week and every day.
• 7:14
  SPEAKER_00: I I just have some in my ears all the time.
• 7:17
  SPEAKER_00: Y'all, and they they're not all business that I have hockey ones I listen to, I have entertainment, news, economy ones I like.
• 7:24
  SPEAKER_00: Um, but it's a lot easier to take it in than to produce it.
• 7:27
  SPEAKER_00: And so I want a podcast to work for people and for brands, and we'll get into why I think it's it's an amazing thing to do.
• 7:34
  SPEAKER_00: And it should be almost the foundational thing that people do for their content.
• 7:38
  SPEAKER_00: But I'm I have a sticker that I'll be handing out at Content Marketing World that says just because you can podcast doesn't mean you should.
• 7:45
  SPEAKER_00: And that's what I like.
• 7:47
  SPEAKER_00: Yeah, that's what I like to talk to people about because it's just like let's let's assess what are your goals and like how could we make this work for you?
• 7:53
  SPEAKER_00: And sometimes you can't.
• 7:55
  SPEAKER_00: Totally.
• 7:56
  SPEAKER_00: Yeah.
• 7:56
  SPEAKER_01: And I want to dig in a little bit on the CEO aspect because so frequently when you're talking about any kind of thought leadership, look, you know, not just podcasts, but any kind of thought leadership, any kind of media relations, people just naturally say, Oh, we should go to and have it be centered on, you know, this the CEO, the CFO, the CMO, the C-suite.
• 8:20
  SPEAKER_01: These folks have so much on their plates, and they frequently are not gonna be the right person to host, but people don't understand the why.
• 8:29
  SPEAKER_01: So maybe we can talk a little bit about what makes a good podcast host, which I think is what gets into why inherently the folks at that level are not going to be the right fit.
• 8:42
  SPEAKER_00: We absolutely can.
• 8:43
  SPEAKER_00: So I have a great example of this.
• 8:44
  SPEAKER_00: I'm actually one of my clients.
• 8:46
  SPEAKER_00: I uh host and produce their podcast.
• 8:48
  SPEAKER_00: We've been doing it for about a year and a half now.
• 8:50
  SPEAKER_00: Uh, the podcast was already existing, it was not a new show.
• 8:53
  SPEAKER_00: Um, and one of their execs was the host of it.
• 8:56
  SPEAKER_00: Um, and I this this drives back to I think a lot of assumptions can be made about people with titles.
• 9:02
  SPEAKER_00: Um, for one thing, and and I I I post a lot on LinkedIn about human resources and applicants versus interviewing and stuff.
• 9:09
  SPEAKER_00: I have very strong thoughts there.
• 9:12
  SPEAKER_00: And I've been a people manager, y'all.
• 9:14
  SPEAKER_00: Um, just because someone is a people manager does not mean they're a good people manager.
• 9:19
  SPEAKER_00: Um, sometimes they're new to it, and maybe nobody ever taught them how to be a manager, to delegate, to infuse hope into the people that they hold.
• 9:30
  SPEAKER_00: They they literally hold people's lives in the palms of their hands.
• 9:33
  SPEAKER_00: Um, but they that doesn't mean they're good at uh reviews or interviewing and hiring or you know, pips um or anything like that.
• 9:42
  SPEAKER_00: But yet here we are, and the same thing applies to um really just anybody at a at a company.
• 9:48
  SPEAKER_00: Just because you're a uh you have C in like achiev something in your title does not automatically mean you're great on camera, or that you can moderate a panel, or that you know how to drive a conversation on time, by the way, and also just make sure everybody is feeling comfortable and stuff.
• 10:09
  SPEAKER_00: Um, with the client that I currently work with, their prior host, he went a he wound up leaving the company, which happens, right?
• 10:17
  SPEAKER_00: People move on to other opportunities.
• 10:19
  SPEAKER_00: Well, now what happens?
• 10:20
  SPEAKER_00: That was your the face of your podcast, right?
• 10:23
  SPEAKER_00: What are you going to do?
• 10:24
  SPEAKER_00: And so it actually ushered in a good uh change season to be like, well, let's maybe adjust how we've been doing this.
• 10:30
  SPEAKER_00: Because it not only was he, I'm sure he was great at what he did for his profession, he was not great on camera.
• 10:38
  SPEAKER_00: And y'all, just like you're seeing Erica and I interact here on this video, um, and you can even watch me.
• 10:45
  SPEAKER_00: Uh I have this, I've trademarked the phrase resting broadcast face because like even just sitting there and you're doing a great job at it, like there's active listening happening.
• 10:54
  SPEAKER_00: I need to act like this is the only thing going on in my life, and it's super interesting.
• 10:58
  SPEAKER_00: And that's it is it is right.
• 11:01
  SPEAKER_00: And and like you're a great host because you're making me feel like I really want to hear what you have to say, and I'm rapidly listening to it.
• 11:08
  SPEAKER_00: And let me guide the conversation after whatever you've just finished saying and stuff.
• 11:12
  SPEAKER_00: And not every executive, and most people at a company don't know how to do this, and yet you lob them off into a a webcam and uh with a mic and give them a mic and say, Okay, we're recording you.
• 11:26
  SPEAKER_00: This is gonna be an awesome podcast.
• 11:28
  SPEAKER_00: And I feel bad because I'm you know, it's just people volunteer you for stuff at work all the time, and you're like, Okay, well, that's part of my job now, even if you're not really keen on it.
• 11:38
  SPEAKER_00: And that's where I think the miss is.
• 11:40
  SPEAKER_00: And and here's the other thing about it being an executive.
• 11:43
  SPEAKER_00: And I I want to say this too, because um that podcast actually we do feature a ton of internal people on it.
• 11:49
  SPEAKER_00: It's um a lot of the leaders and stuff, but we often will have a partner or a customer on, you know, that kind of does the the brings the receipts, if you will, saying we're not just here talking about ourselves.
• 12:00
  SPEAKER_00: Here's somebody else who totally agrees in there, not part of our company.
• 12:04
  SPEAKER_00: But uh I think there's just this this this uh desire to focus on the only the leaders of the company.
• 12:12
  SPEAKER_00: Um, and especially if it's overproduced and you're not getting really real with them.
• 12:16
  SPEAKER_00: And like, well, are you guys humans even?
• 12:19
  SPEAKER_00: Because that's actually very appealing to literally anybody who listens to podcasts.
• 12:24
  SPEAKER_00: So, yeah, there's so many ways to make some assumptions that are wrong, you know, and that can and I'm not saying there are actually there are some executives out there who probably are great.
• 12:34
  SPEAKER_00: Yay, maybe you had media training, or maybe you're just naturally great on camera.
• 12:38
  SPEAKER_00: That's fabulous.
• 12:39
  SPEAKER_00: Um, absolutely capitalize on that.
• 12:42
  SPEAKER_00: But it goes back to your point.
• 12:43
  SPEAKER_00: But I bet that's not what they're there for.
• 12:45
  SPEAKER_00: They're supposed to be going and oh my gosh, did I mention that people management thing?
• 12:49
  SPEAKER_00: They should be doing that too.
• 12:50
  SPEAKER_01: And in instead of like, I've got to spend so many hours per week on camera for the executives don't have time to be researching and writing the show notes and following up on all of this stuff.
• 13:03
  SPEAKER_01: I mean, come on, that's not it's not realistic.
• 13:06
  SPEAKER_01: Whereas if you have a really strong internal host or you hire an external host like yourself, then suddenly your executives and folks can come in for a tiny little bit.
• 13:17
  SPEAKER_01: They can have a short conversation, they can focus in intently on something, and they're the ones being interviewed, and that's like 15 minutes of their time instead of hours and hours and hours.
• 13:30
  SPEAKER_00: Yeah, and you nailed it, Erica.
• 13:32
  SPEAKER_00: I mean, and you know, um coordinating guests alone is just so much because you're pitching them, you're trying to convince them why should you be on this podcast?
• 13:42
  SPEAKER_00: Sometimes they're like, let's get on a call and talk about.
• 13:44
  SPEAKER_00: I mean, we did, you know, we got on a call to talk about where we we were catching up too personally, but we're like, and what are we gonna talk about on the show?
• 13:51
  SPEAKER_00: And then you got to do, okay, well, let me send you the scheduling link and let me make sure you got it.
• 13:55
  SPEAKER_00: Do you have instructions for how to get onto the studio?
• 13:58
  SPEAKER_00: And what if they hit a snag?
• 13:59
  SPEAKER_00: They're like, ah, I can't get in the link.
• 14:02
  SPEAKER_00: You know, there's just so many things, and that's just the guest coordination aspect of it.
• 14:06
  SPEAKER_00: And that's like one little part of the entire ecosystem.
• 14:10
  SPEAKER_00: So yeah, they don't have time for it.
• 14:12
  SPEAKER_00: And so and so expecting them to become that, and y'all, I don't know if I again I have I have some some light media training.
• 14:19
  SPEAKER_00: I worked at a CBS affiliate.
• 14:21
  SPEAKER_00: Uh, it was not anything glamorous, y'all.
• 14:23
  SPEAKER_00: I was literally doing like 12-hour shifts over the weekend where it was like, oh, I'm putting on Dora the Explorer for the kids on Saturday mornings, right?
• 14:30
  SPEAKER_00: Um, but everything is so, you know, it's there's time production and all this stuff.
• 14:35
  SPEAKER_00: I mean, all that stuff that goes into something like that, very similar to a podcast, and they don't know that.
• 14:41
  SPEAKER_00: That's very, that's a lot of uh muscle they have not exercised.
• 14:46
  SPEAKER_00: And don't expect them necessarily to just know how to do that.
• 14:50
  SPEAKER_01: Well, and the really scary part is for too many people, they think that the podcast is the end result.
• 14:58
  SPEAKER_01: It is not the end result.
• 15:00
  SPEAKER_01: That podcast going live to the world, that needs to be the beginning of so many other things.
• 15:07
  SPEAKER_01: So let's talk about the whole to me.
• 15:10
  SPEAKER_01: Um, podcasts are really should be a central pillar.
• 15:13
  SPEAKER_01: If you're going to do a podcast, it needs to be an actual central pillar of your content strategy that then informs a whole ecosystem of other content.
• 15:24
  SPEAKER_00: I love you for saying that.
• 15:26
  SPEAKER_00: Yes.
• 15:26
  SPEAKER_00: Um you're so right.
• 15:28
  SPEAKER_00: They can feel like, oh, that episode went live um on all the feeds.
• 15:32
  SPEAKER_00: I can go find it on Spotify or Apple.
• 15:34
  SPEAKER_00: I know it's out there.
• 15:35
  SPEAKER_00: Check the box, we're done.
• 15:36
  SPEAKER_00: You are not.
• 15:37
  SPEAKER_00: And shouldn't be.
• 15:38
  SPEAKER_00: You shouldn't be done.
• 15:39
  SPEAKER_00: Uh, a podcast should be like music to the ears of anyone who runs content or demand gen or anything because now you've got some video content, you've got the raw stuff, and then you've got the produced stuff.
• 15:53
  SPEAKER_00: But there are so many ways.
• 15:55
  SPEAKER_00: I mean, you talk about the entire environment of integrated marketing, be like, well, we got to email people, we have social media, and we have a website, we could blog, we have some, maybe put some case studies out there.
• 16:05
  SPEAKER_00: Should we do a webinar?
• 16:07
  SPEAKER_00: Um, maybe we should do an event.
• 16:09
  SPEAKER_00: But literally, and PR and that podcast can feed all of that.
• 16:14
  SPEAKER_00: Um, you got clips you can put out on social, top of funnel stuff where it's like give something, someone some like, oh wow, that was shocking what they just said.
• 16:22
  SPEAKER_00: I want to hear more.
• 16:23
  SPEAKER_00: Um, you have the transcript.
• 16:25
  SPEAKER_00: Oh my goodness, gold mine right there, right?
• 16:28
  SPEAKER_00: Because you can do poll quotes, you can create blog series out of those.
• 16:32
  SPEAKER_00: If it is something with a customer partner, that can become a case study and you've got video to prove it.
• 16:37
  SPEAKER_00: Now you've got more than one way for someone to ingest that content and give people the choice, right?
• 16:43
  SPEAKER_00: That's what we're all doing as marketers.
• 16:45
  SPEAKER_00: We're like, well, I'm you're out there, my audience is out there, I'm gonna find you, and I'm gonna put stuff out in a few different places, and we'll see.
• 16:53
  SPEAKER_00: And you're watching the metrics and seeing what people are ingesting and what they choose to do.
• 16:58
  SPEAKER_00: And podcasts are so great on their on their own because people can passively listen to them.
• 17:03
  SPEAKER_00: Again, I do.
• 17:04
  SPEAKER_00: Sometimes I'll go back and re-listen to a podcast, realizing ah, my brain was not there.
• 17:08
  SPEAKER_00: I just gave them another listen.
• 17:10
  SPEAKER_00: Congrats, you know, because I I you know, ooh, shiny squirrel, you know, shiny object syndrome.
• 17:15
  SPEAKER_00: But um, yes, all those things, blogs, case studies, email content.
• 17:20
  SPEAKER_00: Um, you know, you can do like stuff that's like more exclusive, saying, hey, maybe you want a little bit that we didn't put out on the podcast, and now, but now that you can go listen to the rest of the episode.
• 17:29
  SPEAKER_00: Ema episode series and stuff like that, um, playing things back at events and whatnot.
• 17:35
  SPEAKER_00: And we all um on another with another client, we often have our podcast guests, I also host their webinars, um, we'll welcome them back and to be a panelist on a webinar uh based on the content and the topic that we interviewed them for the podcast.
• 17:49
  SPEAKER_00: So you really just do have this engine.
• 17:52
  SPEAKER_00: Um, that as you said, yes, the podcast is the the central pillar, and there's so much you can just pull out of that and repurpose and not, you know, you let it just keep living.
• 18:03
  SPEAKER_00: And that's why people keep coming back for it.
• 18:05
  SPEAKER_00: And that's the way to do marketing, right?
• 18:09
  SPEAKER_01: I'll just add, I mean, everything you said is right, of course.
• 18:12
  SPEAKER_01: Um, and I'm totally there for it.
• 18:15
  SPEAKER_01: And the only thing I'll add is I would make sure when I was working with clients um for their podcasts that we would have um a template that was probably similar to some of the stuff in your checklists, and it would, you know, have all of the pre and post um social content, you know, planned.
• 18:32
  SPEAKER_01: And we would be writing it in there along with the outline for the show notes.
• 18:37
  SPEAKER_01: And we would have all that stuff planned, including, okay, and then you're gonna write your fast company article this month on this topic.
• 18:43
  SPEAKER_01: Like we made sure that we used um a really structured template for those show notes to make sure that we were planning for all that downstream stuff instead of trying to go, oh gosh, what even happened in this podcast?
• 18:58
  SPEAKER_01: Can we get anything out of it?
• 18:59
  SPEAKER_01: Like we didn't leave it to chance.
• 19:01
  SPEAKER_00: Oh, and that's that's the whole thing, right?
• 19:03
  SPEAKER_00: And that's where so much of that legwork comes in because sure, I can go, you know, you can get me on a pot this podcast, but you have a plan in mind.
• 19:12
  SPEAKER_00: You know what you want to talk about.
• 19:14
  SPEAKER_00: You're and a good host, and then a producer of that is gonna be, even as you're listening to the guest and stuff, you're like, okay, I can mark that.
• 19:22
  SPEAKER_00: That's gonna be a great pool quote or whatever, or sound bite.
• 19:25
  SPEAKER_00: That right there, that'll be the social clip and what have you.
• 19:28
  SPEAKER_00: But again, you might be like, yes, but the goal of this episode, I want this expert to talk about this thing.
• 19:34
  SPEAKER_00: I can draft the questions, and and even that's what's so great about too.
• 19:38
  SPEAKER_00: And I love, you know, obviously you can do live shows, but you can also do just most of these are pre-recorded.
• 19:43
  SPEAKER_00: But you can you can obviously ask a question, get an answer from them, and you're like, okay, I didn't quite get what I needed, but like, let me ask this a different way, you know, or like what if let me throw a scenario at you and try to kind of guide them into getting the thing that you need for whatever you're planning.
• 20:00
  SPEAKER_00: Um, and I love that too.
• 20:01
  SPEAKER_00: I'm a huge I I I've been on some podcasts too as well.
• 20:05
  SPEAKER_00: Um, and you're obviously it it's I always love talking to podcast hosts where I'm like, you are the upper echelon because I've been on some podcasts um where you literally just show up and they're not even on camera with you, and they're like, okay, I'm just gonna read you questions, you're the only one in video.
• 20:20
  SPEAKER_00: I'm like, well, I had no idea.
• 20:21
  SPEAKER_00: So here we go.
• 20:22
  SPEAKER_00: No run of show, you know, and stuff, but I always do find that guests are like super appreciative.
• 20:27
  SPEAKER_00: Like the more they know about what's gonna make them successful on the other side of that camera, they are super enthused about that.
• 20:35
  SPEAKER_00: Because it's it's very nerve-wracking, as we already mentioned.
• 20:38
  SPEAKER_00: Not everybody's just delighted at the uh at the thought of being on a camera and on microphone.
• 20:43
  SPEAKER_00: Oddly, I don't understand those people, right, Erica, because we're both like we love this.
• 20:49
  SPEAKER_01: I wonder, you know, for me, I think part of it was um at Schwab, I had a distributed team.
• 20:56
  SPEAKER_01: I had, you know, somebody in Denver and somebody in um Tucson um Phoenix.
• 21:01
  SPEAKER_01: And we never got to see each other in person.
• 21:04
  SPEAKER_01: So we used the dumb web cameras, you know?
• 21:07
  SPEAKER_01: And so I just got used to it.
• 21:09
  SPEAKER_01: And that's the thing is people do have to just get used to it.
• 21:12
  SPEAKER_01: Yeah.
• 21:13
  SPEAKER_00: Yeah.
• 21:13
  SPEAKER_00: And I I uh I made a I remember way back in the day when Facebook Live first kind of was out, and I was uh Ross Brand and I were c were co-hosting a show together for Be Live because they had, you know, like it was a streaming service, and they were trying to get people to kind of note them and stuff.
• 21:30
  SPEAKER_00: Um, but I at one point in the Facebook group, I I kept I was trying to remind people, I'm like, eyes up, you know, and women know about eyes up.
• 21:38
  SPEAKER_00: I just needed me up, but I'm like, y'all, stop.
• 21:40
  SPEAKER_00: Especially it's so tempting when you're like it's tempting in this environment because literally, like Erica, I'm looking at a camera and pointing at it right now.
• 21:48
  SPEAKER_00: You're down here.
• 21:50
  SPEAKER_00: And I'm using peripheral to kind of see you, but I'm mostly trying to keep eye contact.
• 21:54
  SPEAKER_00: And the amount of people who don't realize that, and now Erica, they've got that really kind of creepy thing.
• 22:00
  SPEAKER_00: That you can do in a lot of these editors where you go, yeah, forced eye contact and it looks super weird.
• 22:05
  SPEAKER_01: I had a client do that and I asked him not to.
• 22:09
  SPEAKER_01: I even said that it made him to him.
• 22:11
  SPEAKER_01: I said, it makes you look like Pepe the Frog.
• 22:15
  SPEAKER_01: And he still insisted on doing it.
• 22:18
  SPEAKER_01: And I did not like that at all.
• 22:20
  SPEAKER_01: I was like, just don't.
• 22:22
  SPEAKER_01: It's better for you to not have the eye contact than to use the weird AI tool to force it.
• 22:28
  SPEAKER_01: It looks weird.
• 22:28
  SPEAKER_00: It looks well, especially especially if they're like, you know, their head is like down and then it just looks like they're, oh my god, horror movie.
• 22:34
  SPEAKER_00: It's like the end of Psycho for crying out loud.
• 22:37
  SPEAKER_00: Um, yeah, it's it's bad.
• 22:39
  SPEAKER_00: But but yeah, there's all these little things that you know people need to know.
• 22:42
  SPEAKER_00: Good.
• 22:42
  SPEAKER_00: I there's a podcast I listened to.
• 22:44
  SPEAKER_00: There's three dudes that host it, and one of them he has terrible mic etiquette.
• 22:47
  SPEAKER_00: Like he's always like, uh and they're like, put the mic in your face.
• 22:51
  SPEAKER_00: And uh there's just a lot of stuff to remember.
• 22:53
  SPEAKER_00: So it can be overwhelming for people who don't thrive on it like you and I do.
• 22:58
  SPEAKER_01: Totally.
• 22:59
  SPEAKER_01: So now if you're listening to this and you're thinking, wow, I really had wanted to do a podcast, but now I feel like I need a producer.
• 23:06
  SPEAKER_01: How am I supposed to get the budget for it?
• 23:09
  SPEAKER_01: Well, I actually have a very sneaky idea.
• 23:12
  SPEAKER_01: And I think we're gonna help build that business case because Rachel, I think you and I both know that with the emphasis on showing up in AI search, having those external signals, which having a podcast with a transcript and having those things being published all over the internet, pointing back to your site on topics that are relevant to your customers.
• 23:35
  SPEAKER_01: Gosh, isn't that kind of perfect?
• 23:37
  SPEAKER_00: Yeah, it is perfect.
• 23:39
  SPEAKER_00: Um yes, it's there's just so and what's great is especially like you and I know this too.
• 23:45
  SPEAKER_00: When you're a producer, obviously you care about the recording, but we also also have all these awesome ways in post-production, you know, not just to repurpose the content, but to get that that fundamental stuff.
• 23:58
  SPEAKER_00: Y'all, the transcript is the gold mine.
• 24:01
  SPEAKER_00: Um, and I know everybody's struggling.
• 24:03
  SPEAKER_00: Oh my gosh.
• 24:04
  SPEAKER_00: I I was I think I was explaining to somebody too about that the no-click searching that's out there now, where I was asking today, I was asking uh AI to help me because I've had this issue going on with my email forever that I'm like, I don't have the where I don't know how to fix this.
• 24:20
  SPEAKER_00: And it finally helped me fix it.
• 24:21
  SPEAKER_00: I didn't click anywhere.
• 24:23
  SPEAKER_00: It literally just told me what to do.
• 24:25
  SPEAKER_00: I didn't have to go to somebody's YouTube tutorial or uh their blog about it or you know, whatever.
• 24:31
  SPEAKER_00: It was pulling all that stuff, and you know where it was getting all that information from transcripts, show notes, subtitles on those YouTube videos.
• 24:42
  SPEAKER_00: Um but isn't that important though?
• 24:45
  SPEAKER_00: And again, y'all, we're all struggling with get people to my website.
• 24:50
  SPEAKER_00: Search is totally thrown upside down.
• 24:53
  SPEAKER_00: It's we just want people to find their way to us.
• 24:56
  SPEAKER_00: Yes, we do.
• 24:56
  SPEAKER_00: And AI is totally gonna take what you what you put out there and try to serve it up saying you don't even need to go anywhere else.
• 25:03
  SPEAKER_00: Here's the answer.
• 25:04
  SPEAKER_00: But be the source, be that resource where it's like, yes, but you got it from me, you know, and you got it from my site, which fortunately you can see that stuff, you know, cited uh by by AI, and that's what we all want.
• 25:18
  SPEAKER_00: We want LLMs to cite us.
• 25:20
  SPEAKER_00: And it's important to pay attention to that.
• 25:23
  SPEAKER_00: And like you said, even with the way that you craft those questions in a podcast so that as they're answering it, that even that transcript doesn't need a whole lot of massaging, it's gonna bring the indexing and you know, it'll it'll serve up that content to whoever might might want it.
• 25:40
  SPEAKER_00: Um it's been wild, hasn't it?
• 25:42
  SPEAKER_00: Like seeing I mean, Reddit was always kind of a big deal, but Reddit is is way more in the forefront.
• 25:47
  SPEAKER_00: We're like, oh, that's sourcing quite a bit.
• 25:49
  SPEAKER_00: TikTok videos, YouTube shorts, reels.
• 25:53
  SPEAKER_00: It's it's just kind of wild, but also just emphasizes why all this stuff needs to be on video and and also transformation.
• 25:59
  SPEAKER_00: 100%.
• 26:00
  SPEAKER_00: Yeah.
• 26:00
  SPEAKER_01: 100%.
• 26:02
  SPEAKER_00: Yeah.
• 26:02
  SPEAKER_01: Um, and why you also need to make sure that you're not just publishing this by pushing it out to all of the places where people are consuming it.
• 26:10
  SPEAKER_01: Yeah.
• 26:10
  SPEAKER_01: You need to have it on your website and have it be this actual, you know, that needs to be the canon source for your podcast where you're hosting your full transcript, your full recaps and all of that.
• 26:24
  SPEAKER_01: Because that way you're saying, hi, this is us.
• 26:28
  SPEAKER_01: We're the ones putting this together.
• 26:29
  SPEAKER_01: And all these other places, we're just, you know, that's where we're syndicating it.
• 26:34
  SPEAKER_00: Absolutely.
• 26:34
  SPEAKER_00: Uh, and that might that might be something.
• 26:37
  SPEAKER_00: I actually ran into a pod, I was researching some competitor podcasts for a client um a couple weeks ago.
• 26:43
  SPEAKER_00: And I came across one.
• 26:44
  SPEAKER_00: This might this blow your mind, and some people out there be like, I don't understand, and I'll explain it.
• 26:49
  SPEAKER_00: Um, they were hosting the podcast episodes on their domain.
• 26:53
  SPEAKER_00: Like the the videos and the audio were on their website.
• 26:57
  SPEAKER_00: And I'm gonna tell y'all why that's bad.
• 27:00
  SPEAKER_00: So uh so you have to think of your website.
• 27:03
  SPEAKER_00: Um, I always I always kind of make this analogy.
• 27:05
  SPEAKER_00: It is literally like I am in my house right now, and I'm on a lot, a plot of land, a lot, and I have my house, and I've got my address out front.
• 27:14
  SPEAKER_00: My address out front is my that's my URL.
• 27:17
  SPEAKER_00: Go to buttweightthersmore.com.
• 27:18
  SPEAKER_00: Haha, see what I did there.
• 27:20
  SPEAKER_00: Um the house is your um is your CMS, your content management system.
• 27:25
  SPEAKER_00: How does my website look?
• 27:27
  SPEAKER_00: Um, how does all, you know, how do what colors, you know, my brand colors on there?
• 27:31
  SPEAKER_00: Do I have blogs and things like that?
• 27:32
  SPEAKER_00: That's that's your C your um CMS uh content management system.
• 27:36
  SPEAKER_00: And then uh the lot is where you host that website.
• 27:41
  SPEAKER_00: It is the land upon which it sits.
• 27:43
  SPEAKER_00: Um now, uh imagine if like I were to try to build a 12-story, you know, and then had like wings out of the you know, house up front.
• 27:54
  SPEAKER_00: Like it's literally this house is just getting added onto, built out.
• 27:59
  SPEAKER_00: Um, it's starting to the foundation cannot handle it, right?
• 28:02
  SPEAKER_00: Yeah, that's what you're doing when you are hosting big old video files and even audio files, which are smaller.
• 28:10
  SPEAKER_00: But uh, if you're putting all that on your dot com, your website's going to be slow to crawl.
• 28:16
  SPEAKER_00: It's gonna crash.
• 28:17
  SPEAKER_00: It's gonna be like, I can't bear the brunt of all this.
• 28:19
  SPEAKER_00: This is a lot of things.
• 28:20
  SPEAKER_01: And your ISP is gonna be charging you so much money.
• 28:23
  SPEAKER_00: I was like, what are you doing?
• 28:25
  SPEAKER_00: So, y'all, this is why there are podcast hosting platforms out there.
• 28:29
  SPEAKER_00: These are things like Libson, BuzzSprout, uh, Spotify for podcasters, which is a free one.
• 28:34
  SPEAKER_00: Um, and then I think even Riverside uh now has added into if you're paying for it, but you uh can do hosting here as well, and they'll push it all out.
• 28:43
  SPEAKER_00: But what's happening is you're uploading the heavy big duty files, the video and audio files that are way more heavy than like a Word doc or something.
• 28:52
  SPEAKER_00: The you're uploading those files onto that hosting platform and you're paying for it, or you know, whatever.
• 28:57
  SPEAKER_00: You know, if it's free, they're getting something out of it, they're you know, because they're like, Yeah, you're using our stuff.
• 29:02
  SPEAKER_00: But um, but at least that's bearing the brunt of all that heavy duty file storage, not your website.
• 29:08
  SPEAKER_00: But to Erica's point, um, and I our good friend, our mutual friend Anne Wynne would back us up on this.
• 29:15
  SPEAKER_00: Um, do not build your house on rented land.
• 29:18
  SPEAKER_00: Um you can use those hosting platforms, that's fine, but everything should drive back to your website.
• 29:22
  SPEAKER_00: You should have dedicated pages for the episodes for the podcast on your website, have the transcripts on your website, do embedded video players if you want.
• 29:30
  SPEAKER_00: That's lightweight.
• 29:31
  SPEAKER_00: Put those on your website because you should be the source for all that stuff and make sure people are like, Well, where do I find you?
• 29:39
  SPEAKER_00: On your website.
• 29:40
  SPEAKER_00: Um, so just always, always website.
• 29:43
  SPEAKER_00: Yes, you can use all these ancillary third-party platforms, but everything needs to point back to your website.
• 29:50
  SPEAKER_01: Now, what's great about the website being your you know, single source of truth and the home for your podcast is you can then get all of the analytics that'll show you how that content has been accessed, what people, you know, if people are um downloading things, listening to things, reading all of the content.
• 30:10
  SPEAKER_01: Um, but it feels like, you know, for so many people feel like getting more subscribers on all of the various platforms is the true measure of success.
• 30:20
  SPEAKER_01: But for me, from a B2B standpoint, that just feels like such a consumer strategy to be chasing subscribers.
• 30:28
  SPEAKER_01: Because I just don't know how many people realistically are gonna be subscribing to a B2B podcast unless you're somebody famous and amazing.
• 30:38
  SPEAKER_00: I agree with you.
• 30:39
  SPEAKER_00: And I mean, I think most and you brought up, I thought it was great too at the beginning.
• 30:44
  SPEAKER_00: You brought up like, oh, go be a viral YouTube content creator.
• 30:48
  SPEAKER_00: Now, listen, if you want to do that, yeah, you want to go get those subscribers' numbers, and you know, the more you can get, uh, then you can start to monetize on YouTube.
• 30:58
  SPEAKER_00: Um, that's not necessarily though a B2B company.
• 31:02
  SPEAKER_00: A B2B company is gonna you all are trying to get people to that website so they get a demo, they fill out that form, or even purchase things directly from your website if you're e-commerce, right?
• 31:13
  SPEAKER_00: You don't necessarily care so much and you shouldn't about subscribers out there.
• 31:18
  SPEAKER_00: I think it's like most YouTube channels, um, most of the comp views they get are from like 90% are non-subscribers of that channel because of the way the algorithm works and stuff.
• 31:28
  SPEAKER_00: And by the way, I mean, I think that even just recently changed too.
• 31:30
  SPEAKER_00: Like you views have just the definition of views on YouTube have changed, and so now the numbers are way Yay, go go build off that.
• 31:37
  SPEAKER_00: We want more views, don't care so much about subscribers.
• 31:40
  SPEAKER_00: But yeah, I agree with you.
• 31:41
  SPEAKER_00: I think that I really do think looking at something like YouTube and social and whatever, obviously, yeah, you can look at like, oh, we want to get so many followers on our page or our channel.
• 31:54
  SPEAKER_00: And I think you and I both know those are that's a kind of a vanity metric that someone who doesn't really understand the value of that funnel marketing, they're just like, Well, I can tell people we have this many followers.
• 32:04
  SPEAKER_00: I'm like, Yeah, but are they engaging at all?
• 32:07
  SPEAKER_00: I mean, you could have you can buy followers.
• 32:09
  SPEAKER_00: Did you know that?
• 32:10
  SPEAKER_00: I know you know that, but that was a rhetorical question.
• 32:13
  SPEAKER_00: Um, you can buy followers and pad those numbers.
• 32:15
  SPEAKER_00: Who cares?
• 32:16
  SPEAKER_00: Because at the end of the day, this is about the engagement.
• 32:19
  SPEAKER_01: It's about people actually liking that content and sharing it and talking about it.
• 32:23
  SPEAKER_01: Like, that's what's important.
• 32:25
  SPEAKER_01: It doesn't matter if somebody hits like, that is like the most passive thumbs up kind of thing you could do.
• 32:31
  SPEAKER_01: Oh, who cares?
• 32:33
  SPEAKER_00: Exactly.
• 32:33
  SPEAKER_00: Get the comments and and um like I've I've got I I'm right at a little over 2,000 subscribers on my YouTube channel, which I'm very proud of.
• 32:41
  SPEAKER_00: I'm like, woo! That's awesome! Because it's been out there for like 10 years, and I totally like for a long time, y'all.
• 32:46
  SPEAKER_00: I just kind of let it sit out there and lay there.
• 32:48
  SPEAKER_00: And I was like, I'm not putting any new content out.
• 32:50
  SPEAKER_00: Now I am.
• 32:51
  SPEAKER_00: But I have a really I have I I put like out videos about Substack and whatever, and I get a ton of like comments and questions on there.
• 32:58
  SPEAKER_00: I love that stuff because that is engagement, that does help push things up the algorithm.
• 33:03
  SPEAKER_00: But the goal for the business is to get people to the website, you know, and it's like get them into that demo, do the lead capture.
• 33:11
  SPEAKER_00: Now we can nurture them and do all the things you need to go to do to get them down the funnel and convert it into a customer.
• 33:18
  SPEAKER_00: I mean, that's what businesses want.
• 33:20
  SPEAKER_00: Sure, it's great to get subscriber numbers.
• 33:23
  SPEAKER_00: That is not going to be the most important metric here.
• 33:26
  SPEAKER_00: And even for a podcast, which might be like, what?
• 33:28
  SPEAKER_00: It's like, no, we we want the we want the traffic, traffic, traffic.
• 33:33
  SPEAKER_01: Totally.
• 33:34
  SPEAKER_01: And you know, I think something that people also don't think about is if you're finding that it's hard when your PR team is going out and pitching your subject matter experts for things, whether it be speaking engagements or just, you know, media interviews, having this kind of podcast content out there gives a journalist the opportunity to really kind of, or or somebody who's planning speakers, gives them the opportunity to see how your person is, how do they think on their feet?
• 34:05
  SPEAKER_01: How conversational and you know engaging is this human going to be?
• 34:11
  SPEAKER_01: Are they willing to say crazy outrageous things with a point of view, or are they pr pretty, you know, monotone, don't care, right with things status quo?
• 34:22
  SPEAKER_01: Like you need to see that.
• 34:24
  SPEAKER_01: And that's such a great way to get them out there with low stakes.
• 34:29
  SPEAKER_00: Absolutely.
• 34:30
  SPEAKER_00: Um, I it's interesting.
• 34:32
  SPEAKER_00: I worked with a client recently.
• 34:34
  SPEAKER_00: Um, and and I think a lot of, I would imagine a lot of CEOs, founders are this way where you know, if you ask them, hey, can you go write a blog about what it's like to be the founder?
• 34:46
  SPEAKER_00: Sure.
• 34:47
  SPEAKER_00: They're not gonna, you know what they're gonna do.
• 34:49
  SPEAKER_00: They're just gonna recite it over to ChatGPT or Claude or something and say, make me a blog, and they'll do that.
• 34:54
  SPEAKER_00: It's way more compelling.
• 34:56
  SPEAKER_00: And I'll we'll toss back in the uh AI component.
• 35:00
  SPEAKER_00: Um, actually.
• 35:01
  SPEAKER_00: Uh it's way more compelling to have them, yeah, roll up to a microphone, webcam, whatever on a podcast that they can be a guest on, get interviewed on.
• 35:11
  SPEAKER_00: Um but you're right, because there's so many added benefits to this.
• 35:15
  SPEAKER_00: Even aside from the fact that this is um this is great fodder for PR media pitches, whatever, it's great to like, oh, that was an interesting topic.
• 35:24
  SPEAKER_00: We'd like to have him on this podcast.
• 35:26
  SPEAKER_00: Maybe he should be interviewed on this new show, whatever.
• 35:29
  SPEAKER_00: Great, keep building off that.
• 35:31
  SPEAKER_00: But it's also such a great insight into the authenticity of that company and that business.
• 35:37
  SPEAKER_00: And in this day and age, y'all, of AI slop, people want that.
• 35:43
  SPEAKER_00: They're like, I don't care if he sneezes and his nose is dripping or whatever, and that happens on the podcast, and I see that, but he's a real guy.
• 35:52
  SPEAKER_00: That's a that's a real person, or that's a real woman, or whatever.
• 35:56
  SPEAKER_00: They're able to get a real sense of that person.
• 35:58
  SPEAKER_00: And then that drives back to guess what?
• 36:00
  SPEAKER_00: Not only the business brand, what about your employer brand?
• 36:04
  SPEAKER_00: If you're hiring people and stuff and they're like, I I a lot of uh people out there applying are gonna be like, well, I feel a little bit more inclined when I have a known quantity on the other end of that interview and I kind of see what these people are like, you know, and it it just really does speak to all this credibility and authenticity that are awesome byproducts of whether you have your own podcast or you're being on podcasts.
• 36:29
  SPEAKER_00: Um, it's a great way to do it.
• 36:30
  SPEAKER_00: And especially, yeah, if you you you y'all you'll know if you've got somebody who can be on a podcast and you're like, well, let me if you just put a nickel in someone and they can just talk at length.
• 36:39
  SPEAKER_00: Oh my god, you let's go line you up.
• 36:41
  SPEAKER_00: Let's get you on some podcasts because we can just smack a microphone in front and you're gonna go.
• 36:46
  SPEAKER_00: That'll be great.
• 36:47
  SPEAKER_00: And that is way different than hosting a podcast.
• 36:48
  SPEAKER_00: It's a lot easier to let me get on hearing.
• 36:51
  SPEAKER_01: Exactly.
• 36:52
  SPEAKER_01: Just I mean, that's why, you know, frequently the person that you want to be that lively personality or be most associated with the podcast, they absolutely should not be the host.
• 37:01
  SPEAKER_01: The host is like a huge, completely different job.
• 37:04
  SPEAKER_01: It's just like when you go to a conference, is the host of the conference usually the CEO?
• 37:11
  SPEAKER_01: No, they're usually the person that comes in and welcomes everybody.
• 37:15
  SPEAKER_01: They're somebody else who's doing all of the production work who is doing all of the run of show.
• 37:20
  SPEAKER_01: That's right.
• 37:21
  SPEAKER_00: Yeah, um, and that's that's absolutely right.
• 37:23
  SPEAKER_00: Just let people be where their strengths are.
• 37:26
  SPEAKER_00: Um, and and I totally agree with that too, because it's like obviously lean into those personalities and stuff, but uh, and and again, we get back into the time thing, nobody's got who's nobody got time for that.
• 37:37
  SPEAKER_00: But um, yeah, I I honestly agree with you because it's it's so important to put that best face forward.
• 37:44
  SPEAKER_00: Um, being a host, and I I'm gonna challenge everybody too.
• 37:48
  SPEAKER_00: Uh, if you listen to podcasts where there's more than one host, I am willing to bet that there is a distinctive one of those people, um, you can tell they drive the podcast.
• 37:59
  SPEAKER_00: Like they're the ones who are always doing the segue.
• 38:02
  SPEAKER_00: You know, like I and I love calling and I did not coin this term, but it is the art of the segue.
• 38:07
  SPEAKER_00: Like, how do you I'm gonna let's let's load up a topic or a question, let's talk through it.
• 38:12
  SPEAKER_00: And I know I need to get us to the next question or topic.
• 38:15
  SPEAKER_00: And the way that person can like, oh yeah, let me answer, let me respond to what you said and guide us very naturally into the next thing.
• 38:23
  SPEAKER_00: That is that is a a skill.
• 38:25
  SPEAKER_00: Um and it really does uh a podcast listener may realize that they're they're being guided through that conversation, but they're like, Man, this is just so easy to listen to.
• 38:34
  SPEAKER_00: And when you remove that friction, you're gonna let that passively get into their brain more.
• 38:40
  SPEAKER_00: And so they learn something from it.
• 38:42
  SPEAKER_00: They remember you, they remember you as the host.
• 38:44
  SPEAKER_00: I mean, sometimes people turn into podcasts just because of the host.
• 38:47
  SPEAKER_00: They're like, I just really like the way this goes and stuff.
• 38:50
  SPEAKER_00: So yeah, there's several aspects to it that you know again, use people with where their skills are, and yeah, a lot of your execs might be just fabulous at just let me just flip on a microphone and talk about what I know and be on my merry way.
• 39:04
  SPEAKER_00: And let somebody else do all the legwork.
• 39:07
  SPEAKER_01: Totally.
• 39:09
  SPEAKER_01: Um, so I imagine that probably there are gonna be folks out there who are listening to this who at some point in the next couple of weeks, they're gonna have that conversation that we you know talked about at the top of the podcast where somebody says, Hey, we should start a podcast.
• 39:26
  SPEAKER_01: So, with kind of your experience in mind and your checklist in mind, like what are the three questions they need to ask the folks seated around the table before anybody rushes out and you know, asks somebody to create a logo for this podcast, buys a microphone, and gets all excited.
• 39:44
  SPEAKER_01: Like, what what are the three things that you need to really be able to figure out up front?
• 39:50
  SPEAKER_00: Well, this is the first ones should come naturally to any marketer out there, not as naturally to people who don't work in marketing and maybe care too much about that vanity stuff.
• 39:59
  SPEAKER_00: Who is this podcast for?
• 40:03
  SPEAKER_01: Everybody.
• 40:03
  SPEAKER_01: We sold out everybody, Rachel.
• 40:05
  SPEAKER_00: Oh my god, I can't.
• 40:07
  SPEAKER_01: And we have no competitors.
• 40:09
  SPEAKER_00: Oh my god.
• 40:10
  SPEAKER_00: Oh, of course you want.
• 40:13
  SPEAKER_00: I know I love it.
• 40:14
  SPEAKER_00: Because that's exactly and I hope my reaction was indicative.
• 40:17
  SPEAKER_00: Everybody's like, oh, was that a cringe?
• 40:19
  SPEAKER_00: Yes, that was a cringy, cringy thing.
• 40:21
  SPEAKER_00: And too many people are like, well, everybody's gonna no, they're not.
• 40:25
  SPEAKER_00: No.
• 40:25
  SPEAKER_00: And listen, maybe everybody will.
• 40:28
  SPEAKER_00: I don't know, but that's not who you're going for.
• 40:31
  SPEAKER_00: And I'll I'll I'll say I am drinking my own Kool-Aid here because um, so I um I'm gonna be at Content Marketing World.
• 40:38
  SPEAKER_00: I'm going to have a pot little mini podcast studio activation.
• 40:41
  SPEAKER_00: I'm gonna be interviewing people.
• 40:43
  SPEAKER_00: I don't want to interview everyone there.
• 40:46
  SPEAKER_00: I want to interview people who align and are most like the existing clients I have that I know that they were willing and able and driven to say, we identify that we need you to do our podcast for us in whatever capacity it is.
• 41:04
  SPEAKER_00: Y'all I'm a plug and play podcast host and producer.
• 41:06
  SPEAKER_00: I fit in where people need me with their content teams.
• 41:10
  SPEAKER_00: But I want that.
• 41:11
  SPEAKER_00: I want that as my guest.
• 41:12
  SPEAKER_00: That's my lead.
• 41:14
  SPEAKER_00: I don't want everyone now.
• 41:16
  SPEAKER_00: If you rolled up to me at Content Market World, I'd probably be like, Erica, come here.
• 41:19
  SPEAKER_00: I'm totally interviewing you.
• 41:20
  SPEAKER_00: Yeah, I'm gonna do that.
• 41:22
  SPEAKER_00: But I know who I want.
• 41:23
  SPEAKER_00: So and the same thing applies.
• 41:24
  SPEAKER_00: So that first question who is this for?
• 41:28
  SPEAKER_00: That is going to dramatically impact what kind of episode you decide to make.
• 41:33
  SPEAKER_00: Right?
• 41:34
  SPEAKER_00: And it could you might want to do news, interviews, um, whatever.
• 41:37
  SPEAKER_00: Does it is it gonna be funny?
• 41:39
  SPEAKER_00: Um, are you gonna include some entertainment in there, or is it gonna be very straight-laced or whatever?
• 41:44
  SPEAKER_00: Are you gonna do anal analysis, reporting, whatever?
• 41:46
  SPEAKER_00: So first of all, who is the target audience?
• 41:51
  SPEAKER_00: Secondly, um, this the bandwidth, the resources, who's who's taking care of this?
• 41:56
  SPEAKER_00: And I that is often where I wind up coming in, where it's like, okay, well, this and this often honestly, sometimes is where the podcast doesn't happen.
• 42:04
  SPEAKER_00: Which again, just because you can doesn't mean you should.
• 42:08
  SPEAKER_00: Um sure, you could just roll a podcast out there next week.
• 42:12
  SPEAKER_00: I don't recommend it.
• 42:14
  SPEAKER_00: Um there's so much planning.
• 42:16
  SPEAKER_00: You need to do that competitor research.
• 42:17
  SPEAKER_00: What if you name your show and you didn't look it up and someone else has got a show just like it?
• 42:22
  SPEAKER_00: What if their show is not all the time?
• 42:25
  SPEAKER_00: All the time.
• 42:26
  SPEAKER_00: What if their show, this is the worst part.
• 42:27
  SPEAKER_00: What if there's a show out there that is not about the same topic yours is?
• 42:32
  SPEAKER_00: It's about a different kind of topic that you don't want any association with.
• 42:39
  SPEAKER_00: Oops, we didn't check.
• 42:41
  SPEAKER_00: And now you've got a show the same name.
• 42:43
  SPEAKER_01: Rachel, I have to just I have to chime in here.
• 42:47
  SPEAKER_01: Yes.
• 42:49
  SPEAKER_01: I worked at Annaplan.
• 42:52
  SPEAKER_01: And the thing about the name Anna Plan is you should never use it as a hashtag on social media because if you did, and I would always tell people, I'm like, always please at the the company, because if you use the hashtag, most unfortunately it was being used by people who were um planning what little amount of food to eat in order to support their anorexia.
• 43:20
  SPEAKER_01: Oh anorexia.
• 43:23
  SPEAKER_01: Yeah, yeah.
• 43:23
  SPEAKER_01: And it was horrifying.
• 43:25
  SPEAKER_01: And having those conversations with the executives, and they're like, we had no idea.
• 43:30
  SPEAKER_01: I'm like, I know, because a nice middle-aged man in the UK named the company.
• 43:37
  SPEAKER_01: And none of you thought about looking on the internet for a hashtag to see.
• 43:42
  SPEAKER_01: I'm like, but you just need to never use the hashtag again.
• 43:44
  SPEAKER_01: Thank you.
• 43:45
  SPEAKER_00: Oh my, that's a perfect example.
• 43:47
  SPEAKER_00: Yeah.
• 43:48
  SPEAKER_00: You gotta do that due diligence.
• 43:50
  SPEAKER_00: Um, so yeah, it's it's figuring all that stuff out is super important.
• 43:55
  SPEAKER_00: And again, that'll be a lot driven by who's this for.
• 43:58
  SPEAKER_00: Um, you know, there's There's only you know, there's so much a name can do.
• 44:01
  SPEAKER_00: It's like picking a domain name, really.
• 44:03
  SPEAKER_00: So there's a lot.
• 44:04
  SPEAKER_00: Um the third thing I would say is what and this gets back to the metrics.
• 44:10
  SPEAKER_00: Um, what metrics are going to matter?
• 44:11
  SPEAKER_00: And y'all, this answer can change.
• 44:14
  SPEAKER_00: Um, especially if you're doing a brand new show, you're coming right out the gate.
• 44:18
  SPEAKER_00: Um, I want to offer a little encouragement here too.
• 44:21
  SPEAKER_00: Um it's very easy to think that podcasts it oh, it's saturated.
• 44:25
  SPEAKER_00: I'm we we shouldn't do a podcast.
• 44:27
  SPEAKER_00: I and again, I want you to do your due diligence.
• 44:30
  SPEAKER_00: I I uh I very much emphasize do not just flip a switch and start one this week without putting any extra thought into it.
• 44:36
  SPEAKER_00: Do some a lot of planning.
• 44:39
  SPEAKER_00: But you can also really assess, like, well, is this a good opportun is it a good opportunity for us to do it?
• 44:46
  SPEAKER_00: And here's why the planning comes into play.
• 44:49
  SPEAKER_00: Um this was a stat from last year.
• 44:51
  SPEAKER_00: Uh 80%.
• 44:53
  SPEAKER_00: So, y'all, that's one out of five, or sorry, four out of five podcasts that are an Apple podcast.
• 44:59
  SPEAKER_00: No new episodes are being uploaded.
• 45:02
  SPEAKER_00: Yikes.
• 45:03
  SPEAKER_00: Yeah, there's so one out of five episodes one out of five podcasts on Apple are consistently again, might be monthly, might be weekly, might be a couple times a day, are having new episodes uploaded.
• 45:14
  SPEAKER_00: But four out of five of the podcasts that you could scroll by on there don't have any new episodes.
• 45:19
  SPEAKER_00: There's a huge opportunity for you to have a consistent podcast that goes out on like clockwork, whether that's every other week, maybe you do it monthly.
• 45:32
  SPEAKER_00: Um I've got in my my my clients' range, I've got one that does it about once a month and it's their top-performing organic channel.
• 45:41
  SPEAKER_00: I've got one that they do it every other week or two twice a month, and that's great.
• 45:45
  SPEAKER_00: You might decide again, this goes back to the bandwidth, the resources thing.
• 45:49
  SPEAKER_00: Do we want how often do we want to do this?
• 45:51
  SPEAKER_00: But as long as you're doing it consistently, like the rest of marketing, um, it can pay off.
• 45:57
  SPEAKER_00: But what metrics matter then?
• 45:59
  SPEAKER_00: If you're going in saying if we're not viral, I really hope nobody would say this, but uh, we know they are.
• 46:06
  SPEAKER_01: But you know that people do have that as their metric, which is so terrible.
• 46:11
  SPEAKER_00: If we don't have 10,000 downloads or listens in the first six months, this is a failure.
• 46:17
  SPEAKER_00: No, it's not.
• 46:18
  SPEAKER_00: It's not.
• 46:19
  SPEAKER_00: If you're looking at those metrics, is it starting to slowly build and drive traffic to the places that do matter for you that actually lead to the city?
• 46:27
  SPEAKER_01: Oh, your customers, your current customers or your prospects telling you that they heard the podcast, that they remember something you said, that it really resonated.
• 46:38
  SPEAKER_01: Because I can tell you, I get those kinds of comments and feedback from people all the time about content chat.
• 46:45
  SPEAKER_01: Like, oh my gosh, when you're talking about whatever it was, and people will quote it back at me.
• 46:51
  SPEAKER_01: That is so valuable.
• 46:52
  SPEAKER_01: That means that it really connected with somebody if it's still if they're still carrying it around and it's living rent-free in their head.
• 46:59
  SPEAKER_01: That is amazing.
• 47:00
  SPEAKER_01: That is so valuable.
• 47:01
  SPEAKER_00: And you can find that out easily.
• 47:02
  SPEAKER_00: Like, what if your podcast has been going for six months and you put a survey out to, you know, in your newsletter or whatever, be like, hey, by the way, if did you know we have a podcast?
• 47:11
  SPEAKER_00: And see if people are like, Yeah, I totally listened to it.
• 47:14
  SPEAKER_00: And that also might be a way to be like, oh my God, you have a podcast?
• 47:17
  SPEAKER_00: Great.
• 47:17
  SPEAKER_00: And by the by six months in, now you've got some episodes.
• 47:19
  SPEAKER_00: They can just go binge those things.
• 47:21
  SPEAKER_00: That's great.
• 47:21
  SPEAKER_00: Yep.
• 47:22
  SPEAKER_00: Um, but yeah, to your point, it's it's about those are the metrics that matter.
• 47:28
  SPEAKER_00: Another way I we forgot and I forgot to bring this up for uh re for repurposing.
• 47:32
  SPEAKER_00: Your sales team is probably gonna freaking love that you've got podcast episodes because you know if they're just running out like, oh my god, I cannot send that that lead another case study.
• 47:42
  SPEAKER_00: But we have an actually really good episode of our podcast that's about this.
• 47:47
  SPEAKER_00: And just they they might be like, Oh, I'll flip that on, just click it and hit play, and I'll go do my chores while I listen to it.
• 47:53
  SPEAKER_00: It's just again, those different ways and creative ways that that podcast can impact that brand awareness, that stickiness you have in people's reins.
• 48:03
  SPEAKER_00: Um, absolutely.
• 48:04
  SPEAKER_00: Um, so those are the three.
• 48:05
  SPEAKER_00: Is like, um I I'm now I'm trying to remember.
• 48:09
  SPEAKER_00: So the three were like like we want to make sure the metrics want to make sure we've got the bandwidth and the resources, and then who this is the most important, who is the audience?
• 48:19
  SPEAKER_00: Who is this for?
• 48:20
  SPEAKER_00: Who are we making and putting all this work into?
• 48:22
  SPEAKER_00: Who is this for?
• 48:24
  SPEAKER_00: Um, and just stick with it.
• 48:25
  SPEAKER_00: Stick with it.
• 48:26
  SPEAKER_00: Um and give it a really solid test because as with anything with marketing, if it's worth doing, you've got to give it some runway.
• 48:33
  SPEAKER_01: I what is three episodes is not a test.
• 48:36
  SPEAKER_01: That's just barely getting your feet back.
• 48:38
  SPEAKER_00: That's right.
• 48:39
  SPEAKER_00: And I want to say, I'm I'm very I I'm great with uh uh marketers are like this too.
• 48:44
  SPEAKER_00: I I love getting paid to be a host and a podcast producer for my clients.
• 48:48
  SPEAKER_00: I love that.
• 48:49
  SPEAKER_00: The hardest thing for me sometimes is like carving in time, because it does take time to do my own podcast.
• 48:54
  SPEAKER_00: I'm happy to report.
• 48:56
  SPEAKER_00: I uploaded the 10th episode of my Marketers Barely Managing podcast this week.
• 49:01
  SPEAKER_00: I'm I'm I I made it, y'all, over the four episode threshold.
• 49:04
  SPEAKER_00: Yay! But but yeah, it it takes some time.
• 49:08
  SPEAKER_00: And um, I think too, Erica, I think this is correct um why it's important to do it for longer than six months or at least six months.
• 49:16
  SPEAKER_00: I think uh LLMs and indexing six months about that.
• 49:20
  SPEAKER_00: You've got to have that runway or that ramp for them to actually index stuff, right?
• 49:24
  SPEAKER_00: That sounds right.
• 49:25
  SPEAKER_00: Yeah.
• 49:25
  SPEAKER_00: So yeah.
• 49:26
  SPEAKER_01: We'd have to ask Christopher Penn to be sure.
• 49:28
  SPEAKER_01: We should.
• 49:29
  SPEAKER_01: Yes, that sounds right.
• 49:30
  SPEAKER_01: Like, hey, this is correct, right?
• 49:31
  SPEAKER_00: Correct us if we're wrong.
• 49:32
  SPEAKER_00: I think that's right.
• 49:33
  SPEAKER_01: I'll pigeonhole the marketing profs and ask them.
• 49:35
  SPEAKER_01: There you do.
• 49:36
  SPEAKER_01: Yes, I love it.
• 49:36
  SPEAKER_01: That'll that'll pivot nicely.
• 49:38
  SPEAKER_01: Exactly.
• 49:40
  SPEAKER_01: Well, before we wrap things up, I want to say uh this has been so useful and so helpful.
• 49:46
  SPEAKER_01: Um, but I know there's gotta be that one thing, not necessarily pet peeve, but the one thing that you wish every B2B company understood about podcasting before they started one.
• 49:59
  SPEAKER_01: Like, what's the one thing that they just don't necessarily get until later that you wish they understood up front?
• 50:08
  SPEAKER_00: If you f if you fail to plan, you plan to fail.
• 50:13
  SPEAKER_00: You should not should never just throw it out there.
• 50:22
  SPEAKER_00: Let's just launch this thing.
• 50:24
  SPEAKER_00: There is no just because if you just launch this thing, you're just gonna not do any more episodes after the first three or four.
• 50:32
  SPEAKER_00: And I have receipts about that.
• 50:34
  SPEAKER_00: I'm not gonna share them here.
• 50:36
  SPEAKER_00: That has happened, and I I say this as someone, y'all.
• 50:40
  SPEAKER_00: It's happened to me.
• 50:42
  SPEAKER_00: I I get it.
• 50:43
  SPEAKER_00: It's so fun to get a great idea.
• 50:46
  SPEAKER_00: And marketers especially, we're full of them.
• 50:48
  SPEAKER_00: We have tons of awesome ideas.
• 50:50
  SPEAKER_00: I'm like, oh my god.
• 50:51
  SPEAKER_00: Um, and I totally miss shiny object syndrome.
• 50:54
  SPEAKER_00: I'm like, oh my god, I I love this idea, I'm gonna go do it.
• 50:57
  SPEAKER_00: And then I realize, oh my god, I can't.
• 51:00
  SPEAKER_00: I'm I'm I'm very much like my target audience of like, you're an executive who thinks we should we can sh and should do this, only to realize too late after you've put a couple episodes out there, promising to do them every so often, and you're not.
• 51:16
  SPEAKER_01: You're not doing it needed to be a limited series, not an ongoing endeavor.
• 51:20
  SPEAKER_00: Yeah, like test it out.
• 51:22
  SPEAKER_00: There's nothing wrong with trialing it out, telling that audience up front, we're gonna do six episodes about this, and then see how it goes.
• 51:31
  SPEAKER_00: I and you might find you did the six episodes, and maybe it's like, well, that didn't do much, but six months later you're like, holy hell, people are like actually really downloading this a lot.
• 51:41
  SPEAKER_00: So so it's very but you need to plan.
• 51:45
  SPEAKER_00: There's there's a lot, there's so much that goes into it, and we talked about so much of that stuff.
• 51:49
  SPEAKER_00: We have barely scratched the surface of all the planning you need to do.
• 51:52
  SPEAKER_00: Um, and that's where I can come in.
• 51:53
  SPEAKER_00: Y'all, again, I've got a really robust checklist.
• 51:56
  SPEAKER_00: Um, and it just talks about like all the things.
• 51:58
  SPEAKER_00: I have a little onboarding questionnaire that says, okay, it walks you through is this a new show or is this an existing show?
• 52:04
  SPEAKER_00: How often were you thinking of of publishing it?
• 52:07
  SPEAKER_00: Do you have a host in mind?
• 52:08
  SPEAKER_00: Is it gonna be someone internal?
• 52:09
  SPEAKER_00: Who do you think the guest will be?
• 52:11
  SPEAKER_00: Who is it for?
• 52:12
  SPEAKER_00: Um, who internally on your side will you want to manage these things?
• 52:17
  SPEAKER_00: Or do you need me?
• 52:18
  SPEAKER_00: And it really just helps you square up saying, Oh, these are things I did not know I needed to think about before we even try this.
• 52:26
  SPEAKER_00: And that can really level set.
• 52:28
  SPEAKER_00: And yes, sometimes it helps be then be like, oh, well, can you do that for us?
• 52:32
  SPEAKER_00: Like, I absolutely can.
• 52:33
  SPEAKER_00: Here's my price.
• 52:34
  SPEAKER_00: And sometimes it helps people go, Oh gosh, we just we can't even.
• 52:38
  SPEAKER_00: Yeah, and that that's okay.
• 52:40
  SPEAKER_00: It's I just think it's better as somebody who's got a couple podcasts out there that are I'm I hope to get back to someday.
• 52:48
  SPEAKER_00: But it's just better to be like, well, it's still going for us, and man, this really took off, and we are glad we did it.
• 52:54
  SPEAKER_00: And it's feeding our content engine and it's driving traffic to our it's loading up our pipeline.
• 53:00
  SPEAKER_00: We're getting demos, we're getting carts filled on our site.
• 53:03
  SPEAKER_00: This was great.
• 53:04
  SPEAKER_00: I'm so glad we did this.
• 53:05
  SPEAKER_00: You know, and so I would rather you kinda come out on on this, uh come out of this on that side of it versus just like regretting ever hearing the word podcast.
• 53:16
  SPEAKER_00: Don't do that.
• 53:17
  SPEAKER_00: Podcasts are cool.
• 53:19
  SPEAKER_00: And then yours can yours can be too.
• 53:23
  SPEAKER_01: And I think you know, you can try something like by doing um live streams on LinkedIn.
• 53:29
  SPEAKER_02: Yeah.
• 53:29
  SPEAKER_01: This, you know, I had no intention of podcasting.
• 53:33
  SPEAKER_01: I mean, content chat started as a Twitter chat um a very long time ago.
• 53:38
  SPEAKER_01: And it eventually pivoted to being a LinkedIn live audio back when, you know, we started that.
• 53:46
  SPEAKER_01: And then as everybody got more, you know, confident about being on video, then I switched it over to video.
• 53:52
  SPEAKER_01: Yeah.
• 53:53
  SPEAKER_01: And I, you know, honestly, I resisted putting the audio up on all the platforms until it became clear to me that that was going to be an important way for people to find the content.
• 54:05
  SPEAKER_02: Yeah.
• 54:06
  SPEAKER_01: Um, and to also prevent somebody from stealing my IP.
• 54:10
  SPEAKER_00: Yes, they are out there.
• 54:12
  SPEAKER_00: The copycats are are running amok.
• 54:14
  SPEAKER_00: But uh they are.
• 54:16
  SPEAKER_00: But you're so right too.
• 54:17
  SPEAKER_00: And and y'all don't get hung up on, well, can you call that a pod?
• 54:21
  SPEAKER_00: Yeah.
• 54:22
  SPEAKER_00: If it's if it's a piece of media that's audio or video and it's going out on a regular basis, just call it a podcast.
• 54:28
  SPEAKER_00: It's fine.
• 54:29
  SPEAKER_00: Exactly.
• 54:29
  SPEAKER_00: You're it's broadcast, podcast.
• 54:32
  SPEAKER_00: I don't iPod, it came from iPods, which is live stream, webcast.
• 54:36
  SPEAKER_00: Whatever, yeah.
• 54:37
  SPEAKER_00: It's you're casting it out, cast it forth.
• 54:39
  SPEAKER_00: But um, yeah, you don't don't get hung up on that.
• 54:41
  SPEAKER_00: It's like, and that's exactly right, Erica.
• 54:43
  SPEAKER_00: If you're consistent with it, that's the key to it.
• 54:46
  SPEAKER_00: And you're putting it out, and this is great.
• 54:48
  SPEAKER_00: Because how many people might pop this on in their earbuds?
• 54:51
  SPEAKER_00: They may not even watch this.
• 54:52
  SPEAKER_00: It's not like I was showing graphs or anything.
• 54:55
  SPEAKER_00: Um, they literally could just like, I'm gonna go walk around the block and get my little walk-in for the day and listen to this interesting podcast about and I have I have specific people that I know do that.
• 55:04
  SPEAKER_01: Yeah, because then they'll they'll uh text me from their walk and say, Oh my gosh, you know.
• 55:10
  SPEAKER_00: See, see, and you too could be like Erica and have people thinking about you while they're out on their walk because they have their earbuds or earphones on.
• 55:19
  SPEAKER_01: Love it.
• 55:20
  SPEAKER_01: So, Rachel, in addition to you, um speaking of content marketing world, where else can people find you to learn more about your approach to podcasting?
• 55:28
  SPEAKER_01: Um, so to connect or to uh consume your content.
• 55:32
  SPEAKER_00: You bet.
• 55:32
  SPEAKER_00: So uh I have the longest domain in the world, but it's hopefully it's catchy enough.
• 55:36
  SPEAKER_00: But wait there's more.
• 55:38
  SPEAKER_00: M-O-O-R-E dot com.
• 55:40
  SPEAKER_00: More is my last name.
• 55:41
  SPEAKER_00: Um, I actually love it when people come up to me and go, but wait, there's more, because usually I try to give them a sticker or something.
• 55:45
  SPEAKER_00: I'll be like, good job.
• 55:47
  SPEAKER_00: So my website is but wait there'smore.com.
• 55:50
  SPEAKER_00: And then my handle everywhere is very fitting.
• 55:53
  SPEAKER_00: It's Rachel Has the Mic, M I C.
• 55:55
  SPEAKER_00: Uh, one word.
• 55:56
  SPEAKER_00: And you can find me.
• 55:57
  SPEAKER_00: I'm way too many places.
• 55:59
  SPEAKER_00: So you can find me pretty much anywhere online.
• 56:01
  SPEAKER_00: And I love to talk to people on social.
• 56:03
  SPEAKER_00: I enjoy it way too much.
• 56:04
  SPEAKER_00: But please do reach out and connect.
• 56:06
  SPEAKER_00: And let's do that.
• 56:08
  SPEAKER_00: Love it.
• 56:08
  SPEAKER_01: Well, thank you so much for being our guest here on Content Chat, and we'll be back next Monday.
• 56:14
  SPEAKER_01: Bye, everybody.
• 56:15
  SPEAKER_01: Bye.