Aug. 1, 2022

Structure Your Podcast for Success


In this episode, Benji breaks down how he would structure a show for success in 2022. Discussed on the show: 

- The best cadence for release

- The importance of micro-content

- Documenting your unique POV

- Why your show may need 2 websites

Transcript
WEBVTT 1 00:00:01.960 --> 00:00:16.320 M Hey, everybody, welcome back into my club Benjing block here from sweet 2 00:00:16.320 --> 00:00:21.760 fish media, and today's episode I'm gonna let you inside my brain a little 3 00:00:21.760 --> 00:00:27.359 bit and I want to give away how I'd structure a podcast and then when 4 00:00:27.359 --> 00:00:30.719 I want to talk about how you'd actually go about kind of creating this, 5 00:00:30.800 --> 00:00:33.880 because here's what I think. I think for a lot of us we've get 6 00:00:33.920 --> 00:00:37.560 into our our rhythm. Right, I'll speak for myself. I get into 7 00:00:37.640 --> 00:00:41.640 a podcasting rhythm. I know when I record, I know my process and 8 00:00:41.679 --> 00:00:45.840 because I get comfortable with that, it can be a bit more difficult to 9 00:00:45.840 --> 00:00:49.119 start to pivot, to change things, to seek, you know, with 10 00:00:49.240 --> 00:00:52.960 clear vision from a thirty thousand foot view, and so I'm gonna tell you 11 00:00:53.799 --> 00:00:59.200 I've been thinking a lot like from that view. How would I structure my 12 00:00:59.320 --> 00:01:03.679 podcast for success if I was starting from scratch? What are some things we 13 00:01:03.759 --> 00:01:07.280 can do when we already have our shows to implement some of these things? 14 00:01:07.319 --> 00:01:12.680 So I hope this just gets your brain moving a little bit and it helps 15 00:01:12.840 --> 00:01:19.799 you create the most excellent show you can possibly have. All right, how 16 00:01:19.840 --> 00:01:23.280 would I structure my podcast? First off, I would do a weekly episode 17 00:01:23.640 --> 00:01:26.799 with at least one segment, not just an interview, and what I mean 18 00:01:26.840 --> 00:01:34.719 here is I would create at least one long form podcast so that that piece 19 00:01:34.760 --> 00:01:38.400 of content can become a pillar, and I would put at least one segment 20 00:01:38.439 --> 00:01:42.120 in there, so if it's something I saw in the news, if it's 21 00:01:42.120 --> 00:01:46.079 a question and answer, if it's a story, but it's some sort of 22 00:01:46.120 --> 00:01:49.680 recurring segment, and the reason I would put that segment in there is because 23 00:01:49.719 --> 00:01:53.079 that's a great thing to cut for social that's also a great way for you 24 00:01:53.200 --> 00:01:57.159 to be thinking throughout the week. What's what do I want to put in 25 00:01:57.159 --> 00:02:00.640 that segment, and you can offer value back to your audience. It's a 26 00:02:00.680 --> 00:02:04.319 great way to interact with your audience to have that, you know, question 27 00:02:04.359 --> 00:02:07.920 and answer or wait for people to interact. So I think there's something to 28 00:02:07.120 --> 00:02:12.319 having at least one segment. So even if you have a typical interview style 29 00:02:12.400 --> 00:02:15.360 show, when you put in when you put a segment in there, at 30 00:02:15.439 --> 00:02:22.159 least you're creating something that's giving some flavor beyond just experts talking to experts. 31 00:02:22.960 --> 00:02:25.800 Next, I would not just record audio. I would also be recording video 32 00:02:27.080 --> 00:02:31.520 and I would release video, audio and transcript, always having all three. 33 00:02:32.159 --> 00:02:39.080 There's a lot of advantage to this, and many recording sites actually provide a 34 00:02:39.159 --> 00:02:43.520 transcript. Granted, some of them are better than others, but having the 35 00:02:43.520 --> 00:02:47.240 transcript is nice to put on your website, also for links, also for 36 00:02:47.759 --> 00:02:53.000 micro clips. You're gonna need some of that. So transcript is to me 37 00:02:53.120 --> 00:02:59.879 just a way to create another form of content. Audio, obviously if you're 38 00:03:00.159 --> 00:03:04.120 primarily like I mean I listened on spotify, so that's where I'm going to 39 00:03:04.199 --> 00:03:07.520 interact, but then video, Youtube, specifically, if I'm starting right now, 40 00:03:07.599 --> 00:03:10.199 even though there might be hoops to jump through or it might make things 41 00:03:10.199 --> 00:03:14.879 more complicated, I'm I'm putting the video on Youtube, all right. So 42 00:03:14.960 --> 00:03:17.719 now we have video, audio and transcript. We're coming out with this long 43 00:03:17.759 --> 00:03:22.919 form content once a week. The next big thing is you gotta have micro 44 00:03:23.000 --> 00:03:27.599 clips for your social channels. In my case I'm thinking linkedin youtube shorts and 45 00:03:27.639 --> 00:03:30.599 Tiktok UH. If you're going to get the video, you might as well 46 00:03:30.639 --> 00:03:36.439 trim it down into bite size pieces that people can consume where they are on 47 00:03:36.479 --> 00:03:40.319 their own time, and I would share those pieces of content without linking to 48 00:03:40.360 --> 00:03:45.000 the episode to go here. The whole thing because it builds buzz around the 49 00:03:45.000 --> 00:03:50.879 clip and you can just in the description, you can provide some some even 50 00:03:51.039 --> 00:03:54.280 more valuable content and just let people get interested in you just with the little 51 00:03:54.319 --> 00:03:58.479 clips and then they can do they can come to the show on their own, 52 00:03:58.479 --> 00:04:00.280 they can they can do the research and decide where they want to go 53 00:04:00.319 --> 00:04:04.280 from there. So I would I would link any of those clips to the 54 00:04:04.319 --> 00:04:08.719 show page, but not pressing people to go listen to the full episode. 55 00:04:08.719 --> 00:04:13.120 Again, that's microclips, for linkedin youtube shorts or TIKTOK. Next thing I 56 00:04:13.159 --> 00:04:17.079 would do is I would have a doc I would start a document in an 57 00:04:17.120 --> 00:04:23.199 ever note or word or or, if you use Google forms, whatever whatevery 58 00:04:23.240 --> 00:04:28.480 file you want to use, and I would I would document our unique point 59 00:04:28.519 --> 00:04:30.639 of view for the show. What are the things we want to say recurringly 60 00:04:30.680 --> 00:04:34.120 we that we want our audience to know? How do we say it in 61 00:04:34.160 --> 00:04:38.480 a way that's different from how other people say it? And I would document 62 00:04:38.800 --> 00:04:44.800 the language that we use on our podcast. Next, I'd have a survey 63 00:04:44.839 --> 00:04:49.120 from the beginning that people can fill out for feedback. I'd have a time 64 00:04:49.480 --> 00:04:54.399 to connect with listeners in a zoom call or something within the first month of 65 00:04:54.399 --> 00:04:58.839 the show. Now, granted we're all in the season of like we're creating 66 00:04:58.879 --> 00:05:00.879 content regularly. That's how ended up in the MIC club community on Linkedin. 67 00:05:01.360 --> 00:05:04.959 So I get it. You're not starting from scratch. But again, with 68 00:05:04.959 --> 00:05:09.639 that thirty thousand foot view, we all know the power of community, but 69 00:05:09.680 --> 00:05:12.560 because we're in our rhythms, it can seem hard to want to do something 70 00:05:12.600 --> 00:05:15.920 like a zoom call or a survey because you're not sure what kind of engagement 71 00:05:15.959 --> 00:05:19.959 you'll get. If I'm starting from scratch, that's a big play for me 72 00:05:20.040 --> 00:05:24.800 because that's helping me engage with my audience better. That's helping me learn from 73 00:05:24.839 --> 00:05:29.319 them, grow from them and creating those bridges to the audience. It's so 74 00:05:29.360 --> 00:05:31.920 important. But it's so easy to get caught up in content world, creation 75 00:05:31.959 --> 00:05:38.480 world that maybe we miss out on the advantage of those things. All right, 76 00:05:39.000 --> 00:05:42.480 so again let's walk through this. We got the weekly pillar content, 77 00:05:42.560 --> 00:05:46.319 the episode, that the long form episode. It's coming out every week. 78 00:05:46.040 --> 00:05:50.160 We're we're creating the audio, podcast, video and transcript. We have micro 79 00:05:50.199 --> 00:05:55.120 clips going out to Linkedin, youtube, shorts and TIKTOK. We are linking 80 00:05:55.160 --> 00:05:59.360 those clips to the show website, to the page, but doesn't press. 81 00:05:59.439 --> 00:06:01.399 We're not press and people to go listen to the full thing. I have 82 00:06:01.480 --> 00:06:05.519 a dock of my unique point of view and what I want to get across 83 00:06:05.560 --> 00:06:08.680 over and over again, that I can pull up, that I can add 84 00:06:08.680 --> 00:06:13.079 things to. I have a survey and I am I also have a time 85 00:06:13.079 --> 00:06:15.959 where I'm connecting with listeners, maybe on a zoom call or a meet up. 86 00:06:15.720 --> 00:06:19.360 Next thing, and this was actually, uh, something that was preached 87 00:06:19.360 --> 00:06:25.279 by Dan Sanchez on our team, but two websites for the show, and 88 00:06:25.319 --> 00:06:30.519 this is a specific B, two B play you would host your episodes on 89 00:06:30.560 --> 00:06:33.720 your website so people can can find them on on the company site, but 90 00:06:33.720 --> 00:06:38.720 then you'd also have a podcast specific website. And the reason for this, 91 00:06:38.800 --> 00:06:42.720 the reason you have two different ones, is because they accomplished two different goals. 92 00:06:42.759 --> 00:06:46.120 The first is that you're driving conversion down the funnel. So when you're 93 00:06:46.120 --> 00:06:49.600 thinking of your website, you're wanting people to hear your show and book a 94 00:06:49.639 --> 00:06:56.759 sales call or book a demo or request more information, and so if the 95 00:06:56.800 --> 00:07:00.680 podcast lives on your website, it's a it's an easy transfer and people can 96 00:07:00.680 --> 00:07:06.040 schedule right there. The second one is for really just consumption. When you're 97 00:07:06.079 --> 00:07:13.480 thinking of email sign ups or subscriptions to the show and you can, if 98 00:07:13.480 --> 00:07:16.120 you separate them right, you can actually optimize each of them for the for 99 00:07:16.199 --> 00:07:19.800 the goals, and you can have calls to action for each. So you 100 00:07:19.839 --> 00:07:25.560 could say like here's the service that our company offers. If you're interested, 101 00:07:25.680 --> 00:07:30.720 go here, versus more of if you're wanting just to drive listeners and drive 102 00:07:30.759 --> 00:07:34.279 engagement for just the show and not the company, then you would send them 103 00:07:34.319 --> 00:07:41.759 over to that second website. Pod Page is preferable, really easy to set 104 00:07:41.839 --> 00:07:46.000 up and to get started and it looks amazing and that's a great podcast website. 105 00:07:46.040 --> 00:07:49.560 And then clearly you're gonna, you know, maybe build out a hub 106 00:07:49.680 --> 00:07:56.360 on on your company site for the show episodes. All right, that is 107 00:07:57.240 --> 00:08:01.040 where I would start and I'd love to hear what you'd add that if they 108 00:08:01.079 --> 00:08:05.399 think. That gives you a really solid basis for where you're covering community, 109 00:08:05.959 --> 00:08:09.839 you're covering micro content and it's giving you regular things to post. You have 110 00:08:09.920 --> 00:08:15.480 a once a week longer form piece of content that you can also use, 111 00:08:16.160 --> 00:08:18.759 uh in a number of ways for for thought leadership purposes, for people that 112 00:08:18.800 --> 00:08:24.160 want to dive deep. You got the the website covered. You have a 113 00:08:24.279 --> 00:08:30.720 show site and and to me, so valuable to to think of what you 114 00:08:30.839 --> 00:08:35.120 do with the knowledge you now have about podcasting, and this is where my 115 00:08:35.200 --> 00:08:39.639 brain has gone. Tell me what you'd want to add. You can reach 116 00:08:39.639 --> 00:08:45.960 out to me on Linkedin. Just search Benji block and I would love to 117 00:08:46.080 --> 00:08:50.279 hear from you. If you ever have a question for the MIC club community, 118 00:08:50.639 --> 00:08:52.919 go over to Linkedin and drop it in there and would love to interact 119 00:08:54.000 --> 00:08:58.320 with you. Otherwise, keep doing the great work that you're doing with your 120 00:08:58.360 --> 00:09:13.080 show and we'll be back next week with another episode. OF MY POINT H