Why most business podcasts fail before episode 10

Episode 52. Why most business podcasts fail before episode 10.txt
English (US)

01:00:00.040 — 01:00:07.560 · Speaker 1
90% of podcasts don’t make it past episode three. Why do we have to do to prevent failure?

01:00:07.760 — 01:00:13.240 · Speaker 2
Podcasts fail because they don’t spend the time they need to promoting it.

01:00:14.560 — 01:00:19.400 · Speaker 3
Welcome back to the cave. And we’re talking today about why podcasts fail.

01:00:20.160 — 01:00:22.840 · Speaker 1
Janet Rich why do podcasts fail?

01:00:23.560 — 01:00:25.240 · Speaker 2
A multitude of reasons.

01:00:25.320 — 01:00:43.320 · Speaker 1
Okay, let’s first decide when is it failing. Well, apparently 90% of podcasts don’t make it past episode three. No, that’s a bit of a low bar. And the rest of the rest. The other 90% of

01:00:44.840 — 01:00:52.720 · Speaker 1
the remaining 90% of the remainders don’t make it to episode 20. Okay, so is this is it a

01:00:53.760 — 01:01:04.260 · Speaker 1
we. We get excited about the idea. We we jump into a boardroom and we start shooting. And then next week. We’re tired. We’re over it.

01:01:04.500 — 01:01:27.820 · Speaker 2
Or the people that we were going to interview are suddenly not available because schedules are hectic and it’s not a priority this week like it was last week. Okay, I think there’s a load of reasons why podcasts fail in terms of not continuing a number of episodes or at the same frequency, because I think that’s another place where things fall off.

01:01:27.860 — 01:01:46.860 · Speaker 1
Yeah, I think it was at this podcast. In this business podcast, if there’s if it’s a business related podcast or branded podcast, I think there are more reasons that it could be. So maybe, maybe. Obviously failing to exist is one obvious problem, but the other type of failure is just doesn’t do anything for the brand.

01:01:46.900 — 01:02:17.800 · Speaker 2
So I think, well, can I get this one? Yeah. Okay. So I think what is a typical problem is that for a business or an organization, they look at podcasting is a. Immediate lead generation or customer developing medium. Now I’m going to. Start a podcast I’m going to do five episodes. And clients will be beating down my door.

01:02:18.000 — 01:02:19.120 · Speaker 1
And it doesn’t happen.

01:02:19.160 — 01:02:21.640 · Speaker 2
It’s it’s the wrong way to think about it.

01:02:21.680 — 01:02:24.320 · Speaker 1
They’re looking for like an immediate ROI. Yes, yes.

01:02:24.440 — 01:02:44.400 · Speaker 2
And I think that if businesses can get their heads around this being about developing relationships, so using similar kinds of thinking to what we used to use or motivate for, like a newsletter, it’s that sort of similar.

01:02:44.440 — 01:02:47.040 · Speaker 1
Even a like a social media brand awareness campaign.

01:02:47.080 — 01:02:52.520 · Speaker 2
Yes. It’s about consistency. Um, not a hard sell.

01:02:52.760 — 01:02:55.360 · Speaker 1
It’s about it’s a hard sell to the client.

01:02:55.400 — 01:02:56.920 · Speaker 2
Oh, yes. Okay.

01:02:57.240 — 01:02:58.560 · Speaker 1
Yeah, but it’s not hard sell. Yes.

01:02:58.560 — 01:03:17.940 · Speaker 2
You shouldn’t be hard selling. You shouldn’t be using your episodes as 30 or 60 minute adverts for your services and your products. Yeah, it’s about using it to develop a relationship that’s meaningful by providing really good value to the listener.

01:03:17.980 — 01:03:20.940 · Speaker 1
And I could argue brand awareness on top of that.

01:03:20.980 — 01:03:29.500 · Speaker 2
Yes it will. It will give you that if you’re providing the value okay. Because then people will share it and they will listen again and again.

01:03:29.700 — 01:03:50.140 · Speaker 1
Well, I think that’s what it is about brand awareness. And I hate the term, but like thought leadership and those sorts of things, you know, like no one wants to listen to a 30 minute podcast of you shouting about your products. Nope. So that isn’t what it’s about. And I think a lot of the time businesses treat it as a full on, like sales tool.

01:03:50.180 — 01:03:50.500 · Speaker 2
Yeah.

01:03:50.540 — 01:03:53.620 · Speaker 1
Yeah. And summarize what you said. And then there’s.

01:03:53.620 — 01:03:58.020 · Speaker 4
The reality of a whole bunch of people sitting at home trying to make money out of podcasts.

01:03:58.020 — 01:03:58.570 · Speaker 1
Mhm.

01:03:58.730 — 01:04:11.970 · Speaker 4
And there’s a bit of a delusion to that. Um those are successful. Or more delusional. But they just believe it harder I suppose. Um, and that’s why they fail. Because they don’t realize that it is a huge amount of work.

01:04:12.010 — 01:04:12.570 · Speaker 2
Yeah.

01:04:12.610 — 01:04:16.609 · Speaker 4
Yeah. And they just see we see success all the time. Yes.

01:04:16.650 — 01:04:19.090 · Speaker 2
And we don’t see the behind the scenes.

01:04:19.130 — 01:04:27.090 · Speaker 4
Yeah. And we’re told that it’s super easy. You know, you just need a cell phone. You just need. Yeah. You just need a cell phone to start a podcast.

01:04:27.130 — 01:04:43.930 · Speaker 1
Yeah, well, I think the barrier to entry to actually, like, just appear on camera is low. That is low, and that is easy. But that’s unfortunately not what it is. It’s like the next like point is that it is it’s just it’s it’s labor intensive. Yeah.

01:04:43.970 — 01:06:14.450 · Speaker 2
So I think that’s another area where we find that the um, the podcast consistency slows down. So typically when we talk about brand building, we talk about consistency as part of the trust factor. So if I know that I can consistently go into Woolies and get good quality and the temperature and the fruit and veg aisles chilled and I get great customer service and that happens with enough frequency.

Ah, now trust that brand. So when you’re starting a podcast and your frequency is weekly or bi weekly or monthly or whatever, and then that starts dropping off, trust is eroded. But the problem for a lot of people who go into podcasting without fully understanding what they’re getting themselves into, is that the workload and the planning and the work that happens after the filming becomes onerous and they start slipping because of the amount of work that needs to go into it.

And, you know, add to that the pressure of potentially a decision maker who hasn’t seen an instant return. And now all of a sudden, we have gone from an episode a week to an episode a month to one every quarter, and then no one listens and we all wonder why.

01:06:14.490 — 01:06:32.250 · Speaker 1
There’s also just a burnout that happens. Like once you, the initial excitement of being behind the being behind the camera in front of the camera fades. You realize that every episode is like taking up ten hours of your time, and it’s just it’s just too much. It becomes too much for people.

01:06:32.290 — 01:06:42.050 · Speaker 4
So what do we have to do to prevent failure? First of all, just to exist and create something that we can do and repeat?

01:06:42.090 — 01:07:05.990 · Speaker 2
Yes, I think so. There’s got to be a like a strong idea or value proposition. So why am I providing this content and who is it for? So that clarity at the beginning is important. It’s not going to be as simple as it sometimes looks. We’re going to sit down and we’re going to chat. How hard can that be?

01:07:06.230 — 01:07:08.110 · Speaker 4
Yeah, we’re doing it anyway. Over the bar?

01:07:08.590 — 01:07:38.710 · Speaker 2
Yes, precisely. And I think there are a lot of podcasts where that is what the content is, and it is easy to listen to, and it’s great when that is working. But what people don’t see is what happens behind the scenes in order for that comfort level to exist and for the ease of that conversation to happen. So there’s got to be that planning, and that comes from having a real clarity of what your content is going to be about and who it’s for.

01:07:39.150 — 01:08:09.930 · Speaker 1
I think we can get to what we can do to not fail, but I think there are some more reasons why people fail to. So to follow on from, you know, the type of content stuff, who you interview is quite important, who you speak, who’s speaking on your podcast. Is it your CEO and his golf buddies or Petitos best golf buddies?

Well, just it becomes like an insider echo chamber type of thing. Of of. Um, yeah.

01:08:10.010 — 01:08:13.170 · Speaker 4
We repeat the same boardroom mistakes. What a camera.

01:08:13.450 — 01:08:21.930 · Speaker 1
Like insider jokes. And it’s like an insider podcast that just alienates the public. So by his golf buddies, I just mean his real close inner circle.

01:08:22.810 — 01:08:23.850 · Speaker 2
I was being facetious.

01:08:23.890 — 01:08:27.610 · Speaker 1
Yeah. So that’s, you know, that’s that’s a little bit of a of a problem.

01:08:27.690 — 01:08:28.170 · Speaker 2
Yeah.

01:08:28.210 — 01:08:46.730 · Speaker 1
And then you have to have a strategy behind your podcast. You can’t just that’s kind of what you were saying to you. Like you have to know what you’re doing. Yeah. Um, well the why, the why like the goal shouldn’t be get more sales today. It should be build up a network and authority, you know, those sorts of things.

01:08:46.770 — 01:08:47.850 · Speaker 4
And build an audience.

01:08:47.890 — 01:08:48.690 · Speaker 1
Should build an audience.

01:08:48.690 — 01:08:53.970 · Speaker 4
One of the main goals. So that in the future you can talk to those that audience.

01:08:53.970 — 01:09:04.470 · Speaker 2
Well, why do we ever do anything that is around brand building. It’s so that when a person is at the purchasing point, you’re the obvious choice.

01:09:04.670 — 01:09:05.590 · Speaker 4
Top of mind?

01:09:05.630 — 01:10:20.530 · Speaker 2
Yes. So you know there are going to be hundreds or thousands of competitors that any organization has at any one point in time. And in order to differentiate, you need to be able to resonate with a person and be the thing that pops up in their mind on the one day that they decide they need you, whether you’re selling a product or a service.

And it’s about that intrinsic feeling I have for a brand that helps me make that decision and ask anyone who buys something particularly expensive or engages in a service relationship, B2B kind of thing. Why did you make that choice for that company or that product? It’s often quite hard to articulate.

You just say, well, it’s just. That’s what I wanted. That’s how you felt, right? You know. There’s quite often very little. Objectivity to the choice. And if you have been really good at presenting yourself, understanding who you’re talking to and speaking consistently around, you, know what it is that you offer, you will resonate to the right people.

01:10:20.570 — 01:10:21.410 · Speaker 1
Well, I think you should.

01:10:21.450 — 01:10:22.050 · Speaker 2
With the right.

01:10:22.210 — 01:10:27.730 · Speaker 1
Aim, with your podcast, to solve your listeners problems, not necessarily push a product.

01:10:27.770 — 01:10:28.570 · Speaker 2
100%.

01:10:28.570 — 01:10:30.810 · Speaker 1
Um, and then you will

01:10:32.050 — 01:10:39.210 · Speaker 1
gain their trust, which is what it is actually about. It’s a long it’s a it’s a long term game that isn’t given the

01:10:40.610 — 01:11:11.590 · Speaker 1
enough enough of enough attention. It’s actually very similar to when we try and sell like an SEO package to someone, a search engine optimization service, because it’s like you have to do it for a long time by its very nature, and you have to do it consistently. But so often after month three, they’re like, they’re not paying for this anymore.

Yeah. And if they had in like two years time, they would be reaping the benefits then.

01:11:11.630 — 01:11:14.110 · Speaker 2
But to a staggering degree as well.

01:11:14.150 — 01:11:15.470 · Speaker 1
For and for free.

01:11:15.510 — 01:11:16.150 · Speaker 2
Yes.

01:11:16.190 — 01:11:16.950 · Speaker 1
That’s the thing.

01:11:16.990 — 01:11:17.830 · Speaker 2
Well, after the fact.

01:11:17.870 — 01:11:18.630 · Speaker 1
After you’ve done it.

01:11:18.670 — 01:11:21.310 · Speaker 4
It’s an investment into your future of your brand.

01:11:21.550 — 01:11:41.510 · Speaker 1
If I could compare it to a service offerings that maybe people are a bit more familiar with, like if you consider organic SEO. Yeah. And paid Google ads. If you are just doing paid Google ads, you are pushing your product quickly and you’re getting sales. But as soon as you stop paying for them, they are off and you’re gone completely.

01:11:41.550 — 01:11:42.230 · Speaker 2
You don’t exist.

01:11:42.270 — 01:11:59.620 · Speaker 1
You don’t exist on the internet anymore. If you focus on a good SEO organic SEO for a very long time, you eventually just are at the top. Anyway, it’s very sticky, like. It’s the time and the money and labor investment is just so worth it.

01:11:59.660 — 01:12:01.580 · Speaker 4
So it’s pay now, not later.

01:12:01.620 — 01:12:05.580 · Speaker 1
Pay now, not later. And and like, cement yourself in there.

01:12:05.900 — 01:12:25.340 · Speaker 4
Well content’s exact same. Yeah. When we’re doing entertainment stuff, especially the first season, you’re building a brand for that entertainment, whether it’s whatever show. Um, but by season eight, you don’t have to explain to a sponsor what the show is about anymore. Yes, they can.

01:12:25.340 — 01:12:35.660 · Speaker 2
In fact, you’ll be you’ll be probably saying sorry, no. Yes to multiple sponsor requests because they’ll be beating down your door, not the other way around.

01:12:35.700 — 01:12:55.480 · Speaker 4
So success overnight success takes five years, you know, minimum. Um, so so I suppose that’s it’s it’s it’s a lack of understanding of what we’re saying or what’s involved going into a podcast and starting a podcast. This is why people fail or or feel overwhelmed really quickly.

01:12:55.520 — 01:13:32.960 · Speaker 2
Yes. And, you know, I think at the end of the day, like, we get it, you know, it is an undertaking. But I think in the the environment we find ourselves in now as businesses with the rise of AI, if you are not showing yourselves to be real people, spending real time and considering carefully your clients needs and thinking about what is the best for them.

If you can’t show that you are missing a huge opportunity and you’re never going to be able to be differentiated.

01:13:33.000 — 01:13:43.280 · Speaker 1
Yeah, I think Carl actually said it earlier off camera that, um, anyone who puts in an effort now, yes, any kind of effort is going to win.

01:13:43.320 — 01:13:45.120 · Speaker 5
It’s going to win. Yeah. Yes.

01:13:45.160 — 01:14:08.740 · Speaker 4
Yeah. Effort economy. You know, it’s if we start slowing down and putting effort into what we’re doing. We’re beating up the 90 other agencies that aren’t putting the effort in and just putting some AI slop in front of us. Yeah, and I think brands are going to see the same thing. The brands that are going to make an effort into reaching us and serve us, serving our needs.

We’re going to be.

01:14:08.980 — 01:14:23.900 · Speaker 2
But also just appear to be normal, real people. Yeah. You know, so we can, um, actually have a relationship subconsciously with, with a business or a brand, we are more likely to make a purchase.

01:14:25.060 — 01:14:25.940 · Speaker 4
Tell me, Janet.

01:14:25.980 — 01:14:26.460 · Speaker 5
Yes.

01:14:26.500 — 01:14:28.260 · Speaker 4
You’ve got another problem in your pocket.

01:14:28.300 — 01:14:43.860 · Speaker 2
No, I do have a problem in my pocket. It’s something that we see. It’s something that is is an easy trap to fall into. Right. Podcasts fail because they don’t spend the time they need to promoting it.

01:14:43.900 — 01:14:44.500 · Speaker 5
Yeah.

01:14:44.660 — 01:14:45.060 · Speaker 4
Ooh.

01:14:45.100 — 01:14:46.820 · Speaker 2
Marketing, marketing.

01:14:47.020 — 01:14:48.940 · Speaker 4
So build it and they will come.

01:14:48.980 — 01:14:49.580 · Speaker 5
No.

01:14:49.860 — 01:14:51.960 · Speaker 4
No it doesn’t. And it really feels.

01:14:52.000 — 01:14:52.720 · Speaker 5
Just doesn’t.

01:14:52.840 — 01:15:38.320 · Speaker 2
It doesn’t exist. I think it exists. Long term. Like you’ve just so well said. You know, its overnight success. After five years. We could probably say the same for podcasts. You know, you will be all of a sudden viral after 200 episodes. So one of the things that is is an easy trap for a business or a podcaster to fall into is that they don’t spend any time promoting their content.

So they’ve spent, I don’t know, ten hours on producing it, editing it, thumbnails, all of that stuff. And then they’ll write one post episode 42 out now.

01:15:38.680 — 01:15:39.280 · Speaker 5
Yeah.

01:15:39.480 — 01:15:41.440 · Speaker 2
And no one clicks that.

01:15:41.480 — 01:15:41.920 · Speaker 5
No.

01:15:41.960 — 01:16:10.060 · Speaker 2
And now. Oh, no, it’s a failure. So you’ve got to spend the correct, proportionate amount of time promoting the work that you’ve done. You know, it’s the same in advertising. You come up with a fantastic campaign to promote a product and you put budget behind the idea. You can’t just have the idea posted on socials and hope a campaign just poof.

01:16:10.580 — 01:16:11.500 · Speaker 5
Miraculous.

01:16:12.660 — 01:16:13.660 · Speaker 5
Yeah, exactly.

01:16:13.740 — 01:16:33.820 · Speaker 2
So with content, you have to promote it. And I think you could probably find that the amount of promotion activity will taper off as you grow organically. So as your listeners improve and as you start getting shared organically, you will maybe have to do less promotional work.

01:16:33.820 — 01:16:37.540 · Speaker 4
Although if you do that, you must never go to zero.

01:16:37.580 — 01:16:38.300 · Speaker 5
Totally.

01:16:38.340 — 01:16:44.180 · Speaker 4
It’s like the Coca-Cola Pepsi story. You know, you never drop down to no, right? You keep going.

01:16:44.220 — 01:17:16.600 · Speaker 2
Yes. But I think, unfortunately, a lot of people mistakenly believe that once I have a channel. So I’m putting my content in the same place. People can easily find it. They don’t actually consider the fact that you’re going to have a small percentage of people that are already listening, but there’s this whole world of potential listeners that you need to promote your content to.

You have to advertise to those potential listeners, bring them into the fold, and that’s how you will grow your listenership and grow your engagement and all those things.

01:17:16.640 — 01:17:22.400 · Speaker 4
In essence, there’s nothing new, right? The film industry has been doing it for years. The pin.

01:17:24.640 — 01:17:32.480 · Speaker 4
Is 1 to 1 almost the amount of money they spend making the movie. Okay. They spend the identical amount of money promoting.

01:17:32.520 — 01:17:32.920 · Speaker 5
Promoting.

01:17:32.920 — 01:17:44.120 · Speaker 4
It, which is when people realize that they go, oh yeah, and then you go, well, $100 million to market. Something might guarantee me bums on seats.

01:17:44.160 — 01:17:45.560 · Speaker 5
Yes. Especially now.

01:17:45.560 — 01:17:49.900 · Speaker 2
Wouldn’t you promote it after? Sorry, Rich, why wouldn’t you promote it after spending that much money?

01:17:49.980 — 01:17:50.900 · Speaker 5
Yeah. On making.

01:17:50.900 — 01:17:59.780 · Speaker 1
The thing. Especially now. Like in the in the past, a movie would go to the theater now and maybe required slightly less promotion, I don’t know.

01:18:00.060 — 01:18:00.380 · Speaker 5
No.

01:18:00.660 — 01:18:02.140 · Speaker 4
Traditionally it was 1 to 1.

01:18:02.180 — 01:18:02.700 · Speaker 1
Okay, so.

01:18:02.700 — 01:18:02.940 · Speaker 5
Now.

01:18:02.980 — 01:18:25.180 · Speaker 1
Old school. And now I think what I believe, what the problem is, you’ll know more about this than me, is that the budget movie budgets are smaller, but it costs the same to make the movie. And so they don’t have enough to successfully promote that movie. And that’s why we end up with so many reboots and old RP being reintroduced, because some of that marketing has already been done.

01:18:25.340 — 01:18:25.700 · Speaker 5
Yeah.

01:18:25.740 — 01:18:35.460 · Speaker 4
So so look, uh, the reboot and the same old IP is a is a different discussion, but it’s also easier to market to a brand that’s already got recognition.

01:18:35.500 — 01:18:35.620 · Speaker 5
Yeah.

01:18:35.620 — 01:18:36.260 · Speaker 1
Well yeah.

01:18:36.300 — 01:18:36.580 · Speaker 5
Yeah.

01:18:36.620 — 01:18:42.500 · Speaker 4
So they spent the money building the brand. Why not make another one.

01:18:42.620 — 01:18:42.900 · Speaker 5
Yeah.

01:18:42.940 — 01:18:51.960 · Speaker 4
And build on top of that brand. Um, from a business point of view, it’s pretty silly to make one smash hit, Iron Man, and then never do it again.

01:18:52.000 — 01:18:53.000 · Speaker 5
Yeah, but I just think. Yeah.

01:18:53.040 — 01:19:05.440 · Speaker 1
Like with so many competing streaming channels now and some movies going straight to streaming channels and not just cinema anymore and stuff, there’s so much more competition. So like your advertising budget maybe just goes, yeah, less.

01:19:05.640 — 01:19:16.120 · Speaker 4
Yeah. Maybe it doesn’t have as big of an impact as what you’re trying to say. The cut through is not as much. But also to that point. Look at in South Africa how much the streamers advertise.

01:19:16.160 — 01:19:16.840 · Speaker 5
Yeah.

01:19:16.880 — 01:19:19.320 · Speaker 2
Yes. In traditional media and traditional.

01:19:19.800 — 01:19:20.360 · Speaker 5
Yeah.

01:19:20.400 — 01:19:25.800 · Speaker 4
Yeah. They’re out of home. Spend is the same. Disney. Paramount. Yeah. Netflix. If you drive on there in one Joburg.

01:19:25.800 — 01:19:26.040 · Speaker 5
That’s.

01:19:26.480 — 01:19:33.800 · Speaker 4
Kind of all you see. Yeah. Um, so even the big guys have to promote their content.

01:19:33.840 — 01:19:34.240 · Speaker 5
Yeah.

01:19:34.400 — 01:19:45.800 · Speaker 2
So I think that’s, that is, you know, the the almost easiest way for you to quickly develop an audience is just promote the content that you’re making.

01:19:45.840 — 01:19:46.120 · Speaker 5
Yeah.

01:19:46.160 — 01:19:49.470 · Speaker 2
And, you know, start getting some feedback.

01:19:49.670 — 01:19:50.270 · Speaker 5
Yeah.

01:19:50.350 — 01:20:24.990 · Speaker 2
One last point on the the discussion that we had earlier about the why of your content or what are you making and who is it for? I think another thing that sometimes happens is that a direction isn’t working and then the podcast doesn’t pivot. It’s not even necessarily a podcast. We see this in other kinds of content as well.

So as a content creator, I think you’ve got to be ready to receive feedback that’s maybe not aligned with what you had imagined for your channel.

01:20:25.070 — 01:20:25.510 · Speaker 5
The feedback.

01:20:25.510 — 01:20:27.750 · Speaker 1
Can just be the reaction to what you’ve put out.

01:20:27.750 — 01:20:28.430 · Speaker 5
100%.

01:20:28.470 — 01:20:29.150 · Speaker 1
No reaction.

01:20:29.150 — 01:20:30.270 · Speaker 5
Is feedback.

01:20:30.310 — 01:20:30.750 · Speaker 2
That’s so.

01:20:30.790 — 01:20:31.110 · Speaker 5
True.

01:20:31.110 — 01:20:54.610 · Speaker 2
And I think being able to pivot and take on board the feedback that makes sense and obviously still makes sense for the business or the brand or whatever it is that’s creating the content. But if you are too rigid in the kind of content that you want to make, and it doesn’t really resonate. And you don’t,

01:20:55.690 — 01:21:05.810 · Speaker 2
you know, get a little bit flexible with it. Then you could also find yourself in a situation where you’ll stop making content because you know, no one listens to it.

01:21:05.850 — 01:21:06.130 · Speaker 5
Yeah.

01:21:06.170 — 01:21:14.690 · Speaker 4
100%. Okay, so now we know why things don’t go awry or some of the reasons they don’t go. Obviously we don’t cover it.

01:21:14.730 — 01:21:15.170 · Speaker 1
They do go.

01:21:15.170 — 01:21:15.570 · Speaker 5
Awry.

01:21:15.650 — 01:21:18.130 · Speaker 4
They go awry. Yeah, right. How do.

01:21:18.130 — 01:21:18.650 · Speaker 5
We.

01:21:19.010 — 01:21:24.650 · Speaker 4
Prevent that? Is there some things that we can do to at least lessen the chance of failure?

01:21:24.690 — 01:21:30.970 · Speaker 1
100%. So there’s two main things I think is batch record your episodes.

01:21:31.010 — 01:21:31.370 · Speaker 5
Oh that’s.

01:21:31.370 — 01:21:32.130 · Speaker 4
Good. We do that.

01:21:32.170 — 01:21:33.530 · Speaker 1
Yeah. Oh, funny.

01:21:33.970 — 01:21:35.610 · Speaker 5
Yeah. You know, you’re.

01:21:35.610 — 01:21:51.190 · Speaker 1
Right, I haven’t. Yeah. So batch record your episode. So the burnout and the super and like, labor intensive part of it is not as hectic. Yeah. So you can best record in ten days for three months worth of.

01:21:51.390 — 01:21:51.510 · Speaker 5
Yeah.

01:21:51.550 — 01:22:00.830 · Speaker 4
Just to your point, we all three run businesses. Yeah, we are incredibly busy people. Well, I think we all are. We don’t lie around on the beach all day.

01:22:00.870 — 01:22:01.150 · Speaker 5
Yeah.

01:22:01.190 — 01:22:07.710 · Speaker 4
Relatively busy. Thank you. Um, but we’ve been able to put basically a year’s worth of weekly content together.

01:22:07.830 — 01:22:08.270 · Speaker 5
Mhm.

01:22:08.310 — 01:22:09.190 · Speaker 4
And.

01:22:09.830 — 01:22:10.030 · Speaker 5
And.

01:22:10.590 — 01:22:19.070 · Speaker 1
And it hasn’t felt hectic. And it’s actually kind of fun because it’s, it’s spaced out enough that like it’s quite cool to come and chat for four.

01:22:19.110 — 01:22:56.970 · Speaker 2
And it gives you it gives you time to prepare. I know we could. We always feel like we could have used more time to prepare, but I think there is a tremendous amount of fatigue of having to do this. Um, like on a hamster wheel. If you batch record you, you have a purpose for a more sort of intensive period of time, I guess is reasonable to say we are here for a day and a half.

and that time is really focused on this. But then for two and a half, three months, we don’t have to think about it that much.

01:22:57.130 — 01:22:57.650 · Speaker 5
Yeah, exactly.

01:22:57.690 — 01:23:24.970 · Speaker 2
And so the, the batch recording, certainly with the clients we’ve spoken to, it feels kind of surprising initially. We’re going to be in the studio for that amount of time. But when you when you look at it from the other perspective of having to sit once a week and get the schedules to allow that time to think about what you’re going to talk about, get all the gear together, get all the people together, get the set.

01:23:25.010 — 01:23:25.410 · Speaker 5
Together.

01:23:25.650 — 01:23:26.690 · Speaker 1
With the lighting.

01:23:26.730 — 01:23:27.370 · Speaker 5
Lighting.

01:23:27.930 — 01:23:34.490 · Speaker 2
For one episode. It’s bonkers. So batch recording is just.

01:23:34.530 — 01:23:34.970 · Speaker 1
If you think.

01:23:34.970 — 01:23:35.490 · Speaker 5
About it. I think.

01:23:35.490 — 01:23:35.850 · Speaker 1
If.

01:23:35.850 — 01:23:36.210 · Speaker 5
You were.

01:23:36.210 — 01:23:36.410 · Speaker 2
The.

01:23:36.410 — 01:23:36.610 · Speaker 5
Main.

01:23:36.610 — 01:23:40.730 · Speaker 1
Thing, if you were to do all of that to form one episode, you’re looking at half a.

01:23:40.730 — 01:23:41.210 · Speaker 5
Day.

01:23:41.610 — 01:23:41.850 · Speaker 1
Maybe.

01:23:41.850 — 01:23:42.330 · Speaker 5
Yeah.

01:23:42.690 — 01:23:46.430 · Speaker 1
So you can do one and a half days and do three months of content.

01:23:46.470 — 01:23:47.030 · Speaker 5
Yeah.

01:23:47.270 — 01:23:48.670 · Speaker 1
So it really is a no brainer.

01:23:48.710 — 01:23:51.870 · Speaker 4
And again, to the cost point. Uh, I.

01:23:51.870 — 01:23:52.110 · Speaker 5
Mean.

01:23:52.110 — 01:23:52.630 · Speaker 1
It’s cheaper.

01:23:52.990 — 01:24:00.790 · Speaker 4
I mean, to bring in a crew once a week to shoot and do this and do that. This is just a scale of efficiency.

01:24:01.070 — 01:24:01.430 · Speaker 5
Yes.

01:24:01.470 — 01:24:02.550 · Speaker 4
Scales of economy?

01:24:02.590 — 01:24:04.070 · Speaker 5
Yes, it’s the one. Yeah.

01:24:04.110 — 01:24:06.350 · Speaker 4
Uh, to do it all together. Yes. Okay, great.

01:24:06.390 — 01:24:43.390 · Speaker 2
I think there’s only one sort of footnote on this point, and that is, if you are a a single content creator individual, and you are working with a piece of content that doesn’t require a set, or you can set yourself up with a significant amount of gear in a single space in your home or in your office. Um, and you have technical knowledge that you could set up the tech side of things, and then you could potentially get away with one episode a week being recorded.

01:24:43.550 — 01:24:51.330 · Speaker 1
I think you can do that. And I think for some people that’s going to be essential. Like if you are a news podcast or something, you’re like second batch record.

01:24:51.490 — 01:24:52.170 · Speaker 5
Absolutely.

01:24:52.210 — 01:25:09.370 · Speaker 1
You have to be much more reactive. So it’s not for everyone, but it does work really well specifically for what we deal a lot in business podcasts, branded podcasting. Batch recording is a no brainer. And then the the other thing that you can do is just outsource the hard stuff.

01:25:09.450 — 01:25:14.650 · Speaker 5
Yeah. Honestly delegated distillation.

01:25:14.690 — 01:25:20.850 · Speaker 1
You know, like, um, get someone else to promote it who’s an expert and edit it and do all the things.

01:25:20.890 — 01:25:21.250 · Speaker 5
Yes.

01:25:21.290 — 01:25:24.970 · Speaker 1
You know, it’s and it’s funny because we do that also.

01:25:26.330 — 01:25:28.130 · Speaker 5
Yeah. I mean, that is so funny.

01:25:28.810 — 01:25:30.610 · Speaker 1
It’s just funny you mentioned it.

01:25:30.650 — 01:25:33.010 · Speaker 5
It’s funny. Funny that I mentioned that. Yeah.

01:25:33.050 — 01:25:48.070 · Speaker 4
Yeah. So so so that eases the friction. And I think it also comes down to personality. Look that daily thing if I’ve got all the technical ability in the world. But if you ask me to do a podcast once a week, I might do it every third week just because I don’t have the discipline.

01:25:48.870 — 01:25:49.550 · Speaker 2
Oh, totally.

01:25:49.590 — 01:25:58.910 · Speaker 4
I get distracted by things. I change my routine all the time. Travel or whatever. Not possible for me, but somebody else might be 100%.

01:25:58.950 — 01:26:16.390 · Speaker 1
Well, that’s another thing. You outsource the scheduling and it just happens. You come, you do your filming. Yes. Like it happens. Then forget about wake up on a Wednesday morning. I look at your phone and there’s all these notifications like I’ve been tagged in the video. Oh, sweet. There’s our video that we recorded ages ago, and I watch it again and I’m like, oh yeah, that was quite cool.

01:26:16.550 — 01:26:17.710 · Speaker 4
I sounds quite smart.

01:26:17.750 — 01:26:19.550 · Speaker 1
Yeah, yeah. That wasn’t so bad.

01:26:20.510 — 01:26:22.430 · Speaker 2
Yeah, but then it’s faded and you’ve forgotten.

01:26:22.470 — 01:26:25.990 · Speaker 1
Yeah. The cringe has faded and I’m like, oh.

01:26:26.390 — 01:26:29.470 · Speaker 4
Okay, cool. So that’s recording. What else? Yes.

01:26:29.790 — 01:26:32.230 · Speaker 1
Well that’s recording. Outsourcing. Outsourcing.

01:26:32.430 — 01:26:32.990 · Speaker 4
Outsourcing.

01:26:32.990 — 01:26:35.510 · Speaker 2
Your the stuff that’s difficult.

01:26:35.550 — 01:26:38.270 · Speaker 4
Yeah. Things you don’t want to do. Yeah, yeah. Put it that way.

01:26:38.350 — 01:26:39.990 · Speaker 1
And and just

01:26:41.630 — 01:26:48.690 · Speaker 1
understand why you’re doing the podcast. Come to terms with the fact you’re not going to see immediate ROI, like, just, um.

01:26:50.050 — 01:26:55.010 · Speaker 1
Yeah. Know what it’s for? No. Are you doing it so that you’re not disappointed in episode three?

01:26:55.450 — 01:26:56.370 · Speaker 2
Yeah, totally.

01:26:56.410 — 01:27:01.690 · Speaker 1
Let’s have a strategy. Yeah. Have a strategy. Better record and outsource the friction.

01:27:01.690 — 01:27:05.250 · Speaker 4
And be realistic about what you think is success.

01:27:06.530 — 01:27:18.570 · Speaker 1
Yes, I think that comes in with the strategy. Like what is what are you actually looking for here? Like, it shouldn’t be video downloads. It should be more about network building your network and establishing credibility.

01:27:18.610 — 01:27:26.690 · Speaker 4
Yeah. And yeah. And again be realistic. It’s not going to it’s not going to do a hard sell job. Um get a different tool for that.

01:27:26.730 — 01:27:27.490 · Speaker 2
Yeah, totally.

01:27:27.530 — 01:27:31.290 · Speaker 1
Should should be part of your marketing mix. It shouldn’t be.

01:27:31.330 — 01:27:31.890 · Speaker 4
The.

01:27:31.890 — 01:27:32.970 · Speaker 1
The strategy.

01:27:33.450 — 01:27:48.400 · Speaker 4
Well, unless there’s a very clever strategy around it. But again think about these things. Write it down. Don’t just, you know, Create a strategy. Work towards the goal. Break! Break up all the little bits into achievable things.

01:27:48.440 — 01:28:24.760 · Speaker 2
I do also think that the, um the consistency is, is valuable. You know, so we haven’t really spoken about, you know, the, the perfect amount of content because I personally don’t believe there is a magic number. And I worry sometimes that people fixate on an amount of content rather than quality of content.

Yes. Um, but once you have decided on your frequency, be consistent with that. Okay. And that and then allow that to roll out and to do its thing.

01:28:25.000 — 01:28:27.560 · Speaker 4
And by consistency we mean publish on a Monday.

01:28:27.880 — 01:28:29.400 · Speaker 1
Regularity. Consistency.

01:28:29.560 — 01:28:30.120 · Speaker 2
Yes.

01:28:30.160 — 01:28:31.240 · Speaker 1
Publishing episode.

01:28:31.280 — 01:28:31.880 · Speaker 2
Yes.

01:28:32.120 — 01:28:35.720 · Speaker 1
Consistently also be in people’s shorts, feeds and things like that.

01:28:36.080 — 01:29:58.480 · Speaker 2
And then, oh, gosh, I’ve got loads of things to say about this. There’s another there’s another point. Mhm. Um, and it’s going back to the golf buddies. Is that when you’re building, you’ve just said something else. Now that made me think of it. When you’re building out, um, a, a podcast or a channel where you want to be seen by new people of a certain type, you have to think about this like networking.

Right. So a podcast should also be a place where you bring into your space other like minded people or people who have got something interesting to say that will be of value to your audience. Because what you’re doing by doing that is providing value to your to your audience, but also expanding your audience.

So if we bring a guest around the table with us, here we are speaking to our audience through our content, but also that person’s audience will find us. Yeah, yeah. And so there’s this networking element of bringing guests and speaking to them. unpacking things that are going to be of value for our audience.

You don’t bring a guest in. That is makes no sense for your audience. And what that will do is also make you available and on the scene for that guest.

01:29:58.520 — 01:30:13.760 · Speaker 1
Yeah. I mean, essentially it can be thought of the same way as collaborating with another brand. Yeah. You know, like, um, and that’s huge. If you are doing it on social media or something like that. And essentially this is the same thing. Yeah. So big, bigger guess you can get.

01:30:13.800 — 01:30:15.680 · Speaker 4
I think you’re giving me some ideas.

01:30:15.800 — 01:30:16.600 · Speaker 2
Good.

01:30:16.920 — 01:30:20.520 · Speaker 4
Yeah. Okay. Good, good. Anything else? Guys?

01:30:20.880 — 01:30:25.560 · Speaker 1
What good will you tell us those ideas? Because I think they could benefit us, too.

01:30:26.760 — 01:30:27.920 · Speaker 4
Yes, I would. Dinner.

01:30:27.960 — 01:30:28.360 · Speaker 1
Okay.

01:30:28.560 — 01:30:39.240 · Speaker 4
All right. Over dinner, we will have a discussion. I’ve just got a really good idea. Awesome deal. Anyway, if you guys have got great ideas for podcasts or how to improve our podcasts, let us know in the comments.