July 5, 2022

Obsessed Podcasters, How People Listen, and LinkedIn Strategy


In today's episode, we discuss...

1 Want Obsessed Listeners? Be an Obsessed Podcaster. (PODCAST MOVEMENT)

2 How do people listen to podcasts? (BUZZSPROUT)

3 Veritonic Announces $7.5 Million Series A Funding Round to Power the Next Phase of Audio Measurement (PODNEWS)

Listener Question: 

How should a B2B Podcaster incorporate LinkedIn in their promo strategy> 

Transcript
WEBVTT 1 00:00:10.720 --> 00:00:18.160 Welcome into my club and excited today to be going over the news and have 2 00:00:18.440 --> 00:00:23.519 someone joining me that's new to the pod. So, Walt, he's a 3 00:00:23.920 --> 00:00:28.120 part of our producer team here at sweet fish, and so excited to have 4 00:00:28.239 --> 00:00:32.759 you. You joining us. Man, I am excited to be here. 5 00:00:32.799 --> 00:00:35.840 I made it. Yes, I'm excited about this. It's really cool. 6 00:00:35.960 --> 00:00:39.159 It's really cool show. This show has talked about everywhere. So I was 7 00:00:39.200 --> 00:00:41.119 like, okay, I get my name in there. Now we get to 8 00:00:41.359 --> 00:00:47.520 nerd out on podcasting, and no one better to do it with then Walt. 9 00:00:47.640 --> 00:00:51.439 He's got a litany of experience. And so, Hey, just tell 10 00:00:51.520 --> 00:00:55.799 us a little bit about your your podcasting journey real quick. What? What? 11 00:00:55.799 --> 00:00:58.039 What are you up to these days? I know you're working on shows, 12 00:00:58.079 --> 00:01:02.240 but you've also had your own. Oh, yes, so, Um, 13 00:01:02.320 --> 00:01:04.319 yes, I'm a producer here sweet fish, which means I get to 14 00:01:04.439 --> 00:01:10.079 help a lot of businesses with their show. But personally, I I love, 15 00:01:10.200 --> 00:01:12.439 like like Pedry, saying nerd a matter about podcasting. That's what I 16 00:01:12.519 --> 00:01:15.959 do all day, every day. Um, earlier this year, as part 17 00:01:15.959 --> 00:01:22.200 of Linkedin's creator accelerated program their very first ever creator program I was in it 18 00:01:22.239 --> 00:01:26.200 along with ninety nine other people and it was amazing. So since then I've 19 00:01:26.239 --> 00:01:30.400 just been focused heavily on creating content for my brand, helping people in their 20 00:01:30.439 --> 00:01:34.879 career, helping people explore creativity and just dig deeper into who they are and 21 00:01:34.879 --> 00:01:38.920 helping them bring that out through their content. So that's a that's a nice 22 00:01:38.920 --> 00:01:42.680 little summary of everything I'm doing. Yes, okay, so with that as 23 00:01:42.719 --> 00:01:47.560 our backdrop, let's jump into some news, some things we're paying attention to 24 00:01:48.159 --> 00:01:52.319 this week. That matters specifically to be two be podcasters, and the first 25 00:01:52.359 --> 00:01:57.280 story that I wanted to highlight was an article from podcast movement, and it's 26 00:01:57.280 --> 00:02:02.480 a little bit like inception here, because they were posting about a post that 27 00:02:02.640 --> 00:02:09.280 Seth Goden blogged on. Okay, Seth Goden is talking about a show that 28 00:02:09.360 --> 00:02:15.199 he really likes. So it's like three layers deep here. Well, Seth 29 00:02:15.240 --> 00:02:20.800 Goden has become hooked on a show called a history of rock music in five 30 00:02:20.879 --> 00:02:25.400 hundred songs, and it's this handmade, very original in fact. In the 31 00:02:25.400 --> 00:02:36.159 block he says like simply extraordinary show and he before he even highlighted the anything 32 00:02:36.199 --> 00:02:39.080 describing it, he links to the Creator's Patreon. He's like you gotta go 33 00:02:39.319 --> 00:02:45.000 support this and what I found so interesting in what podcast movement named their article 34 00:02:45.120 --> 00:02:51.319 was if you want obsessed listeners, be an obsessed podcaster, which is good 35 00:02:51.319 --> 00:02:57.840 in any lane of creativity, but speaking to business podcasters specifically, I'm like, 36 00:02:58.319 --> 00:03:00.520 man, if I could get this in all of our heads that once 37 00:03:00.599 --> 00:03:06.280 you really love the medium, it changes the game for you. I wish 38 00:03:06.439 --> 00:03:09.560 everyone understood this. Uh, did you read the article, Wal what were 39 00:03:09.560 --> 00:03:14.680 your thoughts? Your your initial thoughts here on this idea of being an obsessed 40 00:03:14.719 --> 00:03:19.159 podcaster? I loved it. I loved this so much. You know what's 41 00:03:19.199 --> 00:03:23.639 interesting? I feel like, Um, there's sometimes this divide between B two 42 00:03:23.639 --> 00:03:27.840 B podcast and non B two B podcast, and this article was like a 43 00:03:27.879 --> 00:03:30.840 perfect blend of it. Both like to really grow a show if you take 44 00:03:30.879 --> 00:03:34.319 away B two B and just focus on the podcasting part. I feel like 45 00:03:34.319 --> 00:03:37.680 a lot of people focus on the B two B and not the podcasting part, 46 00:03:38.000 --> 00:03:40.400 and when you really are like putting your all into something that you love, 47 00:03:42.439 --> 00:03:46.039 you're obviously gonna notice that. They're gonna just appreciate your love into it 48 00:03:46.080 --> 00:03:50.120 and then you could just go further into the topic. You're not worried too 49 00:03:50.240 --> 00:03:53.159 much about the sales side of things. You could really create this wonderful show 50 00:03:53.159 --> 00:04:00.520 that people actually enjoy coming to learn, be entertained, um just see what's 51 00:04:00.560 --> 00:04:03.240 new in the world. I think it's absolutely key. Matter of fact, 52 00:04:03.960 --> 00:04:08.719 if someone has no idea who you are, what your business does, they 53 00:04:08.759 --> 00:04:12.120 don't really that. They may not care about that, but they might care 54 00:04:12.120 --> 00:04:15.639 about your show and then eventually they will end up listening checking out what your 55 00:04:15.639 --> 00:04:20.399 business does. It's just like an organic way to just create this environment where 56 00:04:20.480 --> 00:04:25.759 people they just want to be a part of it. Yep, I loved 57 00:04:26.279 --> 00:04:30.160 in Seth Godin's blog he says it delivers hundreds of hours of insights and connection, 58 00:04:30.319 --> 00:04:35.959 a niche paradise listeners will pay for and and then the podcast movement says 59 00:04:36.040 --> 00:04:42.800 it's your Solo podcaster. If you're a solo podcaster, consider trusting your obsession. 60 00:04:43.680 --> 00:04:48.680 And Marketing is the work of helping people get what they've wanted all along, 61 00:04:49.000 --> 00:04:53.800 which I'm like, man, that is that's podcasting right, like and 62 00:04:53.800 --> 00:04:57.800 and whether you're, uh, just trying to be a content machine personally, 63 00:04:58.199 --> 00:05:02.000 or if you are someone that has is a part of a team and within 64 00:05:02.040 --> 00:05:08.040 a business context, there's something to be said about resonating as a host, 65 00:05:08.160 --> 00:05:13.399 because you're obsessed and invested in the content, not just the potential outcome of 66 00:05:13.439 --> 00:05:19.639 the podcast. And so to me that that's what creates great podcasting, is 67 00:05:19.680 --> 00:05:25.040 when we can go you know, how do I infuse what I'm so I'm 68 00:05:25.079 --> 00:05:27.839 just so interested in this I have to talk more about it, right like 69 00:05:28.439 --> 00:05:30.639 that's that. You can tell that in conversation with someone, when they don't 70 00:05:30.639 --> 00:05:34.720 want to shut up about it by the topic, because they just yes, 71 00:05:35.360 --> 00:05:40.360 yes, I love this story. I think that, again, that's the 72 00:05:40.360 --> 00:05:45.480 main takeaway. Do you really care about the content you're making? And Uh, 73 00:05:45.639 --> 00:05:47.519 I. I think it's so cool too, that seth golden at his 74 00:05:47.839 --> 00:05:53.079 stage in his his career, he's still seeing this these pieces, and he's 75 00:05:53.120 --> 00:05:55.600 like, I have to share this with the world, this is good content, 76 00:05:55.680 --> 00:06:00.839 this is something that everyone should should consume. Uh It. So really, 77 00:06:00.240 --> 00:06:03.759 that's yeah, go for it. I was gonna say, Um, 78 00:06:03.800 --> 00:06:09.160 in good content could really bring anyone to it. Like I primarily listen to 79 00:06:09.240 --> 00:06:13.800 hip hop. This this podcast, yes, to your rock music. If 80 00:06:13.800 --> 00:06:16.439 you're just looking at demographics and paying attention to your target market, I probably 81 00:06:16.439 --> 00:06:21.240 wouldn't fit in there, but there's something about hearing someone so passionate about just 82 00:06:21.519 --> 00:06:26.879 rock music makes me want to listen someone who does not subscribe to rock music 83 00:06:26.879 --> 00:06:29.360 that much. So I'm like, you know what, that's that's a brand 84 00:06:29.360 --> 00:06:32.240 new listener and I'm just coming just for the love of this topic here and 85 00:06:32.240 --> 00:06:36.120 someone's passion and trying to get, you know, embedded in it. It's 86 00:06:36.199 --> 00:06:41.120 becoming a trend too in podcasting where people are taking music and just like there's 87 00:06:41.120 --> 00:06:45.120 always been behind the scenes type shows, but like uh no podcast that goes 88 00:06:45.120 --> 00:06:48.199 into every Taylor swift album and tells you all these stories behind the music. 89 00:06:48.240 --> 00:06:56.639 But I love podcasting as an audio medium that with storytelling that informs our listening 90 00:06:56.680 --> 00:07:00.279 experience on the music side. So that's that makes this show specifically pretty interesting 91 00:07:00.439 --> 00:07:05.079 to me. Let's go to the second story here. How do people listen 92 00:07:05.319 --> 00:07:11.000 to podcast now this was from buzz sprout and I just wanted to highlight a 93 00:07:11.040 --> 00:07:15.439 couple key stats that I thought would be valuable to to our audience. And 94 00:07:15.759 --> 00:07:23.120 in their research they found eleven of podcasters listen at work. Seventy three listen 95 00:07:23.199 --> 00:07:28.399 to podcasts on their phone. So really well, I'll tell you why this 96 00:07:28.439 --> 00:07:30.639 was fascinating to me and then I'll let you say your insights. But on 97 00:07:30.639 --> 00:07:36.439 my side I go I think of listeners being on their phone. Means what's 98 00:07:36.480 --> 00:07:42.160 the mobile podcast experience like? Specifically, I'm thinking about like your do you 99 00:07:42.199 --> 00:07:45.920 have a website, or is it just that you care about them finding you 100 00:07:45.959 --> 00:07:48.759 in itunes and spotify and wherever they're listening to a show? Or is there 101 00:07:48.839 --> 00:07:54.519 some other experience that they have where they're viewing your show notes or any other 102 00:07:54.720 --> 00:07:58.360 sort of images you've created for that episode? There's a lot of creativity you 103 00:07:58.399 --> 00:08:03.399 can have around your episodes, but if they're the audience is primarily engaging on 104 00:08:03.439 --> 00:08:07.040 their phone, then you need to be mobile first in the experience that you 105 00:08:07.079 --> 00:08:13.399 create for your audience. And then the other piece of this was like what's 106 00:08:13.399 --> 00:08:16.160 your call to action from each episode? And this is more on the host 107 00:08:16.199 --> 00:08:20.000 side for me, when I think about the fact that only eleven percent of 108 00:08:20.000 --> 00:08:24.720 podcasters listen at work, but I run primarily business shows and going there listening 109 00:08:24.759 --> 00:08:28.720 in an environment where they're not going to be able to make like some immediate 110 00:08:28.759 --> 00:08:33.240 change. They're gonna have to remember what we're talking about tomorrow when they get 111 00:08:33.240 --> 00:08:35.919 back to work. And then they will fulfill the call to action or the 112 00:08:35.919 --> 00:08:41.320 thing that we're challenging them to do from this episode. So making that clear 113 00:08:41.440 --> 00:08:46.639 and concise key learning for me on that. Eleven of podcasters listen at work. 114 00:08:46.720 --> 00:08:52.399 What did you find fascinating about about this article? I uh, I 115 00:08:52.399 --> 00:08:56.360 feel like we're in a really cool time right now where we're finally getting so 116 00:08:56.480 --> 00:09:03.039 many more answers about podcasting discoverability, who's listening, where they're listening, how 117 00:09:03.080 --> 00:09:07.320 they're listening, and it was really cool because this article actually focused on this 118 00:09:07.399 --> 00:09:13.080 particular area of podcast listenership. And so eleven percent were listening at work. 119 00:09:13.159 --> 00:09:16.879 That means like, okay, they're not sitting down at their desk and listening. 120 00:09:18.120 --> 00:09:20.519 Or, say, they're out moving there on the road there, Um, 121 00:09:20.799 --> 00:09:24.519 you know the commute, they might be mowing their lawn. Basically, 122 00:09:24.559 --> 00:09:28.279 it's like when they're listening, it's not a convenient time to go click around 123 00:09:28.320 --> 00:09:31.759 and type in this U R L here there. So it has to be 124 00:09:31.759 --> 00:09:35.399 super convenient, like you have to make it super easy to your listeners don't 125 00:09:35.399 --> 00:09:37.360 have to think about anything, they just go and do it. So it's 126 00:09:37.399 --> 00:09:41.840 like you have to really adopt that sticky mentality, making sure your messaging is 127 00:09:41.919 --> 00:09:46.000 clear and people remember it, just like you said. So I feel like 128 00:09:46.039 --> 00:09:50.480 it's like you really have to be like conveniently sticky in order for your listeners 129 00:09:50.480 --> 00:09:54.399 to really Um, you know, follow up with you, follow that call 130 00:09:54.480 --> 00:09:58.559 to action. And you know one thing, um I thought that the article 131 00:09:58.720 --> 00:10:03.519 was to touch on but didn't. It was just really about Um, video. 132 00:10:03.639 --> 00:10:05.440 When it comes to podcast it's like the big thing. A lot of 133 00:10:05.440 --> 00:10:11.279 podcasters do not like to go into video, but there's another article I saw 134 00:10:11.360 --> 00:10:16.840 where it actually shared that youtube was becoming a very popular tool for podcast discoverability, 135 00:10:18.360 --> 00:10:20.519 especially with people who don't listen to podcasts at all, but they know 136 00:10:20.639 --> 00:10:26.559 youtube and they'll search for podcasts on Youtube. So being convenient, meeting people 137 00:10:26.600 --> 00:10:33.960 where they are absolutely key to growing in just keeping an audience. It's so 138 00:10:33.960 --> 00:10:37.480 funny because I think it was with Angela we were chatting about this move towards 139 00:10:37.559 --> 00:10:43.200 video podcasting and I mentioned how my wife Watches podcasts on Youtube, but she's 140 00:10:43.240 --> 00:10:46.919 not really watching. It's like on in the background, and I'm like that 141 00:10:46.120 --> 00:10:50.320 kills your battery on your phone, like why would you ever do that? 142 00:10:50.399 --> 00:10:54.519 There's a podcast app you can just use it just whatever, but for whatever 143 00:10:54.559 --> 00:11:00.679 reason that I know, that's the main way that people engage, probably because 144 00:11:00.679 --> 00:11:03.480 youtube search features are just really nice and if people are already in that mode 145 00:11:03.519 --> 00:11:09.440 of subscribing two channels on Youtube, it's in their routine. So they're not 146 00:11:09.480 --> 00:11:11.960 thinking I need the separate podcasting APP, they're thinking of it as a show 147 00:11:13.320 --> 00:11:16.679 that you engage with. So it's something to be thinking about. Is Meeting 148 00:11:16.679 --> 00:11:20.559 people where they are, and Youtube is clearly I mean it's a search engine, 149 00:11:20.759 --> 00:11:24.480 it's a it's a massive, massive advantage for you and for your show. 150 00:11:26.159 --> 00:11:30.639 I I totally agree with you. It's nice to have the stats coming 151 00:11:30.639 --> 00:11:35.480 out and people doing this research now where podcasting is solidified enough that we can 152 00:11:35.519 --> 00:11:41.360 actually have some data. And that kind of leads me right into this third 153 00:11:41.360 --> 00:11:48.720 and final story, and that is very tonic announcing a seven point five million 154 00:11:48.759 --> 00:11:54.360 dollar series a funding round to power the next phase of audio measurement, which, 155 00:11:54.720 --> 00:11:56.600 coming out of the pandemic, you knew there was going to be a 156 00:11:56.639 --> 00:12:03.240 couple companies that went audio measurement is the future, because so many businesses and 157 00:12:03.320 --> 00:12:09.639 so many companies got into the podcast game that audio measurement is is the future. 158 00:12:09.840 --> 00:12:13.720 Both for the Solo Creator and obviously for those that are in content creation 159 00:12:13.799 --> 00:12:16.919 for their business. Going we need to prove this out, we need to 160 00:12:16.000 --> 00:12:20.279 see the metrics, we need and and on the advertising side as well. 161 00:12:20.200 --> 00:12:24.360 And you said this story really stuck out to you before we even started recording. 162 00:12:24.360 --> 00:12:26.240 What what? What did you love about this one? What? What 163 00:12:26.320 --> 00:12:31.200 gets you excited? I'm just so excited about not having to guess, not 164 00:12:31.320 --> 00:12:35.519 having to figure out a way to bring podcast listeners outside of the podcast listener 165 00:12:35.759 --> 00:12:41.000 or outside of the podcast to really see who they are. I'm really excited 166 00:12:41.039 --> 00:12:46.200 about, like consumption time, is something that apple has. If you're listening 167 00:12:46.200 --> 00:12:50.360 aren't familiar with that, check in your Um, your apple podcast portal. 168 00:12:50.519 --> 00:12:54.679 There's a stack of consumption time that allows you to see how long people are 169 00:12:54.759 --> 00:12:58.519 listening. That's been like the major, like one clear thing that we could 170 00:12:58.600 --> 00:13:03.200 use. Is this working or not outside of just regular download? So I'm 171 00:13:03.200 --> 00:13:09.399 really excited to see what all we can discover about audio and how it's delivered, 172 00:13:09.720 --> 00:13:13.279 how the impact of it when it comes to as if they're working, 173 00:13:13.320 --> 00:13:16.759 if they're not working. There's just so much unknown and we're just guessing to 174 00:13:16.759 --> 00:13:20.759 see what works by people just sticking around, but other than that, there 175 00:13:20.799 --> 00:13:26.440 aren't as many tools available to measure this stuff. So I'm excited. I 176 00:13:26.480 --> 00:13:31.320 know a lot of Um marketers are excited because they finally don't have to just 177 00:13:31.399 --> 00:13:33.399 hope that their investment in this audio ad works. There's just gonna be so 178 00:13:33.480 --> 00:13:37.000 much more clarity all around the board, like this is really great news for 179 00:13:37.039 --> 00:13:46.399 everybody. What Year did you start podcasting? And Uh, I started so 180 00:13:46.480 --> 00:13:52.559 I launched my show in I was working on another show. Really started looking 181 00:13:52.600 --> 00:13:56.279 into this in what what platforms were you using all the way back then? 182 00:13:58.200 --> 00:14:07.840 Oh my God remember. I know for listening, I had so I grew 183 00:14:07.879 --> 00:14:11.879 up with Androids, so I was like searching for all these different things. 184 00:14:11.919 --> 00:14:16.320 Went from Google play music. I remember when they were talking about Google podcast 185 00:14:16.519 --> 00:14:18.080 China and I was like, I don't know what this is. And then, 186 00:14:18.240 --> 00:14:22.600 Um, yeah, just just trial and error, testing out all these 187 00:14:22.600 --> 00:14:26.080 different ways to listen. Meanwhile, all iphone us has always had apple podcast, 188 00:14:26.200 --> 00:14:35.519 but it's crazy podcast the development both in listening and creating shows from let's 189 00:14:35.559 --> 00:14:39.919 say that's about the time I started as well, twenty sixteen ish, and 190 00:14:41.080 --> 00:14:46.639 I made the migration from like itunes in their podcasts system to spotify, and 191 00:14:46.639 --> 00:14:48.720 I've loved being on the spotify side of things. But then even on the 192 00:14:48.759 --> 00:14:54.279 creation, how simplified the process has gone from I think I was using like 193 00:14:54.759 --> 00:14:58.759 garage band back in the day and having to record on skype and like get 194 00:14:58.799 --> 00:15:03.759 a buy a separate call recorder, and there was all of these pieces that 195 00:15:03.879 --> 00:15:07.159 just weren't consolidated yet. And now you see the rise of all this tech 196 00:15:07.240 --> 00:15:13.919 that helps podcasters. And I'm thinking about the future in the next five years 197 00:15:13.080 --> 00:15:20.320 and I'm like having some sort of dashboard where if my podcast is going out 198 00:15:20.360 --> 00:15:24.159 to, let's say, six different places, instead of having to go to 199 00:15:24.240 --> 00:15:28.000 six different places to see my stats, now they're all in one place and 200 00:15:28.120 --> 00:15:33.799 all my ads run through that one house. Whoever does and creates that, 201 00:15:35.159 --> 00:15:43.440 they will have an incredible business, because right now I know many podcasters that 202 00:15:43.480 --> 00:15:50.960 are tracking their stats in spreadsheets and they're just trying to prove out the value 203 00:15:50.159 --> 00:15:54.799 and okay, we got this many listeners over here and what is the difference 204 00:15:54.840 --> 00:15:58.600 between a stream and a download and how long were they engaged and ads, 205 00:15:58.639 --> 00:16:03.039 and so that, to me, is what's so fascinating about this move, 206 00:16:03.200 --> 00:16:07.440 because you know that very tonic won't be the only company in the audio measurement 207 00:16:07.480 --> 00:16:08.559 space. In the next couple of years we're going to see more and more 208 00:16:08.600 --> 00:16:14.039 of that, and the better you can measure for the Podcaster, the more 209 00:16:14.080 --> 00:16:18.200 you're willing to put your content in a bunch of different places because you know 210 00:16:18.320 --> 00:16:22.080 you'll be able to show. Okay, maybe I only got a few streams 211 00:16:22.120 --> 00:16:26.000 over here, but that's only one little piece of the pie and people are 212 00:16:26.039 --> 00:16:30.120 engaging with my content on all these different platforms and you have a clearer picture. 213 00:16:30.600 --> 00:16:34.919 That's the most exciting piece to me of audio measurement is bringing it all 214 00:16:36.320 --> 00:16:41.000 together into one, one picture right because there's so many different places people could 215 00:16:41.000 --> 00:16:45.480 listen to your podcast, even on social media now with all these new audio 216 00:16:45.519 --> 00:16:49.080 tools being rolled out. So this is very exciting, very exciting times. 217 00:16:49.399 --> 00:16:56.240 I'll just read one little piece here before we we jumped to the next section. 218 00:16:56.639 --> 00:17:00.639 A research test and measure the R O I of audio assets, including 219 00:17:00.679 --> 00:17:06.200 audio logos, audio ads, podcast ads and more, at every stage of 220 00:17:06.200 --> 00:17:11.920 a campaign. The results in the resulting insight enables people using the platform two 221 00:17:12.720 --> 00:17:19.440 UH two data back their investment in audio and podcasting and mitigate risk through optimizing 222 00:17:19.480 --> 00:17:26.200 and increasing campaign effectiveness. So this is great for advertisers and I think there's 223 00:17:26.279 --> 00:17:30.799 so much to be said about how you connect your show to advertisers and being 224 00:17:30.839 --> 00:17:33.799 able to lower the bar. Like, Hey, we don't get a hundred 225 00:17:33.799 --> 00:17:38.440 thousand streams in episode, but we're still validated as a show that there's ads 226 00:17:38.440 --> 00:17:42.799 that want to run with us. So I think, man, just the 227 00:17:42.839 --> 00:17:47.720 beginning super exciting. Go check out the article. Uh, this was on 228 00:17:47.799 --> 00:17:51.559 pod news and we'll have a link in the show notes. Now, typically, 229 00:17:51.880 --> 00:17:53.680 what what we do is we do a member highlight from our mic club 230 00:17:53.720 --> 00:17:57.519 community and then we would do a question. But because this is your first 231 00:17:57.519 --> 00:18:03.079 time on the show and you have an interesting background in podcasting, both on 232 00:18:03.119 --> 00:18:08.079 the producing side and having your show, I wanted to just talk about your 233 00:18:08.160 --> 00:18:12.839 journey a little bit and how you've used linkedin specifically, because I think that 234 00:18:12.880 --> 00:18:18.240 could be really valuable to our mic club audience. Tell me a bit of 235 00:18:18.079 --> 00:18:25.480 how podcasting and Linkedin have matched up for you and how you've thought about them 236 00:18:25.559 --> 00:18:30.759 kind of in tandem. Oh, yes, that's that's a really good question. 237 00:18:30.079 --> 00:18:37.680 Um, everybody knows Linkedin, but it's also probably, I would say, 238 00:18:37.039 --> 00:18:45.119 top two most underrated platforms for creators. Linkedin has so many features and 239 00:18:45.200 --> 00:18:48.759 tools available and they don't talk about it. It's almost like they're also it's 240 00:18:48.759 --> 00:18:53.559 almost like Lincoln has imposter syndrome and what they have available for people, like 241 00:18:53.640 --> 00:18:59.519 they literally have with without paying for anything, without needing thousands of followers. 242 00:18:59.599 --> 00:19:04.160 You can create articles, newsletters, post videos, host audio rooms, go 243 00:19:04.400 --> 00:19:11.680 live stream. Um have like a Lincoln bio thing, post text that you 244 00:19:11.720 --> 00:19:15.160 can post, carousel graphics like PDFs. There's so many things you could do 245 00:19:17.279 --> 00:19:21.559 and it's also still a place where you could grow organically without having to pay 246 00:19:21.680 --> 00:19:27.279 to promote your posts. It's a really amazing platform and for me, Um, 247 00:19:27.319 --> 00:19:33.119 I got my start creating a show to support people working well black, 248 00:19:33.200 --> 00:19:37.920 especially those feelings discouraged about their career, and Lincoln's as a perfect place for 249 00:19:37.000 --> 00:19:41.400 that career, professionalism, workplace, and also bringing in something new, talking 250 00:19:41.400 --> 00:19:45.519 about like personality, identity, mental wellness, things that you actually do see 251 00:19:45.599 --> 00:19:51.440 more posts about it now, but it's still not as common as a typical 252 00:19:52.000 --> 00:19:55.519 like B Two b content. so be able to kind of create that bridge 253 00:19:55.880 --> 00:19:59.920 and create community on that platform. I think that's uh something that people don't 254 00:20:00.000 --> 00:20:03.079 look at Linkedin as a place to where you could literally create almost any type 255 00:20:03.119 --> 00:20:11.160 of content and have a community without worrying about algorithmic changes happening constantly. Did 256 00:20:11.200 --> 00:20:15.920 you know right from the beginning of your show that you wanted Linkedin to play 257 00:20:15.920 --> 00:20:19.119 a big part in the linkedin live situation, or was was the show first 258 00:20:19.160 --> 00:20:26.200 and then and then the linkedin piece? That's a good question. Um, 259 00:20:26.240 --> 00:20:30.400 you know, when I first wanted to create content, I was actually trying 260 00:20:30.400 --> 00:20:33.880 to be like the Black Garry v and just go heavy on youtube again. 261 00:20:33.960 --> 00:20:38.000 I wasn't even thinking about podcasting, and I think linkedin is something I started 262 00:20:38.079 --> 00:20:41.400 using right out of college. Always liked it, but I'd say for my 263 00:20:41.440 --> 00:20:45.359 show was a little nervous to actually do it. I knew it would be 264 00:20:45.359 --> 00:20:47.720 a great platform, but I was nervous to talk about the things I was 265 00:20:47.759 --> 00:20:52.000 discussing on the platform. But this year, when I was a part of 266 00:20:52.039 --> 00:20:56.680 the Creator accelerated program I immediately saw, okay, no one, like Linkedin 267 00:20:56.839 --> 00:21:00.680 is interested in this content. And as soon as I started pasting I saw 268 00:21:00.720 --> 00:21:04.119 all these different people that I had never met, barely had any connection with 269 00:21:04.160 --> 00:21:07.160 it all, like a lot of third connection people started coming together like Oh 270 00:21:07.279 --> 00:21:11.200 yes, love this low what you're creating and that really taught me that one. 271 00:21:11.640 --> 00:21:15.519 Even though Lincoln has this persona of a super professional environment, at the 272 00:21:15.599 --> 00:21:18.720 end of the day, these are still people on this platform and people have 273 00:21:18.799 --> 00:21:23.200 a wide variety of interest. So, Um, I was nervous about it. 274 00:21:25.160 --> 00:21:30.599 I did it, I was immediately surprised and now it is my primary 275 00:21:30.680 --> 00:21:36.559 place for creating content. I'm still using other platforms, but when I think 276 00:21:36.559 --> 00:21:40.559 about creating Linkedin is the first platform that comes to mind. Well, let 277 00:21:40.559 --> 00:21:45.559 me ask you one question as we start to wrap up, just around strategy 278 00:21:45.640 --> 00:21:48.279 for for those podcasters that are listening to this and they're going, okay, 279 00:21:48.319 --> 00:21:53.640 I want to up how I use linkedin. What would you be your advice 280 00:21:53.720 --> 00:21:57.839 to really getting started over there? Is it micro videos? Is it just 281 00:21:57.920 --> 00:22:03.039 engaging in other people's content? Like what has been most beneficial for you and 282 00:22:03.160 --> 00:22:11.440 what would you advise? I would say use Linkedin, but stop thinking about 283 00:22:11.599 --> 00:22:15.079 promoting your show. Really Start Thinking about what your show is about and the 284 00:22:15.160 --> 00:22:19.400 topics on each episode and just talk about it. Um, I would say 285 00:22:19.720 --> 00:22:26.319 try to utilize different types of posts. Text is currently, and I say 286 00:22:26.319 --> 00:22:30.400 currently very intentionally, currently still king. So talk about your topics, via 287 00:22:30.480 --> 00:22:34.680 text. Look into micro video or videos absolutely, even if it's not a 288 00:22:34.720 --> 00:22:37.799 clip from the show, if it's just you talking about what you're talking about, 289 00:22:38.039 --> 00:22:41.599 that works just as much as promo of like sharing a clip. You 290 00:22:41.640 --> 00:22:45.799 need to not just post the same thing. You have to switch it up, 291 00:22:45.799 --> 00:22:48.880 beat dynamics, still the same topics, still the same energy, but 292 00:22:48.000 --> 00:22:52.359 provide something new to people. And also really looked into linkedin newsletters. A 293 00:22:52.400 --> 00:22:55.720 lot of people don't really know about those, but I believe there's a way 294 00:22:55.759 --> 00:23:00.799 to embed Um audio. So, like if you're using, uh, buzz, 295 00:23:00.839 --> 00:23:03.759 browse, sounder, whatever, whatever podcast associate using, I believe there's 296 00:23:03.759 --> 00:23:11.920 a way to embed audio player in the Linkedin newsletter and Linkedin newsletters they do 297 00:23:11.079 --> 00:23:15.839 work. They do work. Yet they use it um strategically, but they 298 00:23:15.880 --> 00:23:22.240 work. I love it. Well, we want to encourage people go connect 299 00:23:22.319 --> 00:23:26.160 with Walt you can do that on Linkedin. That's the best way to do 300 00:23:26.200 --> 00:23:30.079 it and then you'll be able to see the strategy he's putting in and this 301 00:23:30.160 --> 00:23:33.519 type of content he's posting. This has been Super Fun. Well, I'm 302 00:23:33.559 --> 00:23:38.160 so glad that you got to stop by Mike Club and uh, really interesting 303 00:23:38.200 --> 00:23:44.440 stories. Things were always paying attention to from specifically the business side of things 304 00:23:44.680 --> 00:23:48.319 in podcasting. But thanks so much for for stopping by the show. Yes, 305 00:23:48.440 --> 00:23:52.359 appreciate the invite. Thank you. Awesome. We'll be back next week 306 00:23:52.359 --> 00:24:03.599 with another episode. Thanks for listening to everybody.