Episode 005

Shaina: I’m Shaina. I love dogs. I trip a lot and I happen to have a knack for making pretty sleek videos for businesses. But the more videos we made, the more questions I got about how video and other content can be leveraged to make a bigger impact in their marketing. I mean, 44% of marketers say that producing content is their biggest challenge, yet content marketing is 62% less expensive than outbound and produces three times more leads. Now I know a lot, but I certainly don’t know it all. So I made it my mission to talk with content, kings, Queens, and bosses to learn as much as I could about pushing content marketing. And I’m taking you along with me. Welcome to the content coalition.

Shaina: So it’s Harry Duran with full cast. Thank you so much for coming on today with us. He serves podcasters also. We’re going to talk about his podcast, how he got to that, and then how we segue into helping podcasters and then he’s going to give you an actionable item to implement today if you can, not, if you can. Sure. You just, you just should. Yeah. Yeah. Awesome. Okay, so what in four sentences? It does forecast it.

Harry: We empower thought leaders to amplify their authority and expand our reach through the power of podcasting.

Shaina: Awesome. Wow. That was quite the, you said that once or twice a little more. Right. Okay. So now explain what like what physically do you guys do?

Harry: So it’s complete, done for you service for podcasting. And what I want them to focus on is to be uh, considered themselves the talent right there. Genius. Genius. Yeah. What’s the best thing you do? You get on the mic and you either teach because you’re a thought leader in a specific topic and you can talk the crap out of that stuff. Or are you just a great conversation list and you have great interviews. So record your interview and then get into Dropbox and then stop. And then we’ll take it from there. And if it’s like a mov file that we have to split up, we’ll get both sides of the audio. We mastered both sides, we do all the editing, the mastering, we’ll add your intros, we’ll add your outros, we’ll add your music. And then we add your id, three tags, which is the information that’s inside so that iTunes can read your information correctly in your podcast.

Shaina: Then at that point we write full show notes and the, and the structure of the show notes is a summary timestamps. We pull out three to five quotable tweets and we put, we put the first set as like a a one line thing that’s, that’s, someone mentioned that we want it, we’re going to use it later to, to in social media. Yeah. So five quotable lines. Any links mentioned in the show, we pull those out as well because it’s a pet peeve for me as a podcaster is when a podcaster says, okay, we’ll pride that link in the show notes. And I’m like, yeah, and I’m going to show nuts. I’m like, that’s not there. Like you told me, you told me it’d be there.

Harry: Yep. So yeah,

Harry: and all the new podcast players are now really rich media savvy and so you can click on it within the player. So, so that we provide all that. We write a full transcription and in a, in a second, I’ll tell you how we, how we use that. So we actually log into client’s website and all their social media platforms. We’d post the show notes to their site for them. Then we create customized artwork every single week, and then we actually go into social social media modes that we log into their Twitter, their Facebook, their linkedin, their Instagram, and we create an artwork customized rich platform. There’s nothing worse than seeing artwork that was meant for Facebook show Twitter and the side is cut off and just like, okay, you just, you’re just forwarding it or are you just using the auto forward feature of these social media platforms?

Harry: Yeah, and because of there are thought leaders, we want to make sure they’re polished and looking polished course on each side. You have to customize the message for the social platforms and there’s, I’m sure you’re aware, you know Twitter, you’ve got the 240 characters and Instagram, you’ve got 2100 characters. So we changed the message in there and then we have content. Now, I love this idea of repurposing content, but because we pulled out five quotes, each tweet is a different quote. Yeah. And so now we, and because we have a a 15th we take about a 30 1530 second sound bytes and we use that as the beginning of the episode. Yeah. So it’s like the teaser.

Shaina: So how do you feel about Alexa skills?

Harry: It’s, it’s interesting cause I listen to Gary Vaynerchuk a lot and this idea of voice is extremely like top of mind for me. Cause he’s constantly saying on the show, Alexa, buy me a toothbrush. And he’s like, they just see what I just stayed in like seven seconds. I just did it faster than me logging onto Amazon. Right. And so 80% of podcasts are consumed on mobile devices. Right. So people are on the treadmill, people are making dinner or walking the dog, you know, they’re, they’re in traffic and you know, they need content to consume. And that’s why audio books are so popular. So you need to be, you need to have content available for them so that the always consuming your stuff.

Shaina: Yeah. Yeah. And one thing that I was talking about is actually just did an episode so funny that you like breaking one episode apart until like 95 different pieces of content. Right. And just did a video talking about that, how like one episode can then be turned into like 30 different things. But I mentioned the less Alexis skills and I guess my question is like do you think that it would be redundant or okay to utilize those small clips it like say you do for Twitter and then throw those on Alexis skills for like your podcast or for whatever. I mean obviously is that a podcasting platform? Yeah, we’re trying to figure out a way to still utilize that with podcasts.

Harry: Well, it’s interesting because now one of the hosting companies, I work with Libsyn, which is a pretty popular Joe Rogan’s on there. Tim Ferriss was on there. They’re now working with Alexa skills team specifically, so they make it a little bit easier to get on there. But essentially you would say, Alexa, play podcast junkies podcast or something like that, which is the name of, of my my show. And so it would play it right away. And that’s what you want to have that this ideal voice being a direct link to get your show played right away because that’s what people are going to do. We’re moving into the Jetsons world that’s super fast and you’re going to go into voice enabled for Ed. Everything. Alexa, turn on the light or Alexa, like reorder my milk. Alexa, like dim the lights, like everything is going to be voice command.

Harry: So you should be like, Alexa, I want to hear a podcast or what’s the top business podcast? I, a friend of mine rebranded his show as the business podcast. That’s the name of a show. And of course, like everything had come on. You have to think about everything from an Seo perspective nowadays. So I had an early client who said, I want to do a podcast that’s about angel, because that’s the people that I work with. I was like, uh, his angel investing podcast available as a domain. She was like, we were on the call. She looked it up. I was like, yes, grab that. That’s the name of your show. Yeah. Right. That’s what people search for sure. In like in an iTunes. So now I’m like really rethinking like people love to get fancy with these names and anything that’s hard to spell, people are listening to it. So even John Lee Dumas from entrepreneur on fire, he had a grab Eo fire dot. Yeah.

Shaina: Yeah. Right. Cause he’s like one of those.

Harry: Where is it? It just right for misspelling for sure. So as a podcast or like it’s hard enough to get people to find your show, don’t make it right. So much more difficult. Right? Like make it really easy when they hear like is there a number in your title? Is it to t oh is it the number two? Is it t? Oh, like which one is it? And if people have to second guess, you know, I was like, oh, you didn’t know what did he mean? Or what did she mean when she said this? You’ve already sort of lost them because it’s like, oh nevermind. You know? Yeah. So I don’t know. So just make it easy and remember that people are on the go. And that’s why at the end of each show I said, you know, one call to action or two, but it’s a super easy to remember. Two people can remember it even if they’ve stopped listening to that episode

Shaina: and make the link clickable and actually make a link, the show notes. Right? Yeah.

Harry: And just, I dunno, take your show seriously. We can be consistent. Like even when I’m on other shows now, like if I go to another show and I was on my friend’s show called um, uh Travis and he’s got a show called build your network. And so when I went on his show as a guest, I said, Travis, thank you so much for having me on your show. I’ve created a special download for your guests. And I sent them to my URL, full cast about CEO Slash Travis. So I created it and I use a tool called lead pages. I just swap out the landing page and I changed the, the information. Welcome build your network fans is this is the download I mentioned on the show right now. The beauty of using a tool like that, it’s, I can see how many people came from Travis, show how many people came, my friend John show that was on, and then you start to see, okay, when I’m on these types of shows I’m getting more traction. I need to get on more the types of shows.

Shaina: Right. Yeah. Awesome. I just feel like you gave so much amazing information for anybody. Like I mean talking about all the different ways to utilize cause utilize podcasts and voice. Yeah. I mean I talk about it with video and just to be able to do it with a voice only is mind blowing to me. One conversation.

Harry: Well, the beauty of it is that you, when you start with video, you know you can do everything that I just said, but just to end it, I’m sure this is something that you teach and talk about as well. Just the idea of taking that video and then making it all audio. So just repurpose, repurpose the crap out of this content because people are starving for content and to the extent that you can make it visible on all these different platforms, you’re going to make it easier for people to find you.

Shaina:For sure. Yeah. So if somebody listening wants to take one of their episodes and pull one additional piece of content out, what’s the most effective, do you think? Obviously it all works symbiotically, but like what do you think the one big powerful head would be?

Harry: I really like what we’re doing with these snippets of audio. Okay. Because it’s it, it’s, it’s a couple of different benefits in one is the placing it at the beginning of your episode and just having it be the sound bite that leads into your content. So when you’re working with your editor and say, Hey, we need a 15 second, we need a 32nd snippet because we’re going to use that. Once you have that snippet, then you can proceed to make these audiogram and, and that gets you. Now, technically it’s a movie, but, but it really shows up. And when people are in their Twitter feed, I mean the life of a tweet, what I’ve heard is like seven minutes. So you need to be, you need to create content that makes them pause. Right? And if you just have a download my episode that’s not engaging enough, well listen to this sound bite where I talk and tell you why video marketing is important. You’ve got 240 characters now. You can do posts like that and Twitter, like use it up and describe what they’re about to listen to. When they click the unmute button on this little movie that’s playing and you see the enemy away from your like, that’s gonna cause them to slow down. So just create engaging content that’s causes viewers and listeners to lean in. Yeah. In the soundbites will give you that.

Shaina: Awesome. Awesome. So what podcasts are you listening to right now?

Harry: I’m a big fan of Tim Ferriss, his podcast. He does a lot of good things. And then I try to listen to podcasts that um, sort of get me out of my, just come think I like a 99% invisible. It’s a storytelling podcasts as well. Radio lab is a really good podcast I listen to as well.

Shaina: Very cool. So I know we talked about a lot of action items, but the big question always at the end is what’s one actionable thing that Ellison or can do? So there’s just one, not like break it apart into 54 pieces of content, but what’s the one thing that they can do this afternoon or tomorrow morning or whatever that will help them

Harry: if they’re interested in starting a podcast? Uh, we always say the first thing you can do is record your first episode and, but you want to do it with a quality microphone. And the top recommended microphone is Audio Technica Atr 2100 right? It’s got a USB plug and an XLR plug. So it grows as you need it, but you can literally take that mic, plug it into your laptop and record your first episode. You never have to tell anyone about it. You can just record it. Yeah. Because this is the hardest thing, right? Cause you’re worried like what, what’s the, I don’t like the way my voice sounds. You never have to even like play it for your mom. Just, just do it and just get to work it out. You’re 10th episodes can be better than your first and your 50th is going to be better than your 10th but just do it if you’re serious about it.

Shaina: So what about people who are already podcasting that got the gear, they’ve got a hundred episodes in the can. Yeah. What’s one thing they can do?

Harry: What they need to do is find out what other platform of weather, what other audience they’re serving with their content, um, that where they can share their content rich, where it’s not visible. So for example, if you’re talking to chiropractors on your show, like can you get, can you go to a chiropractor’s conference and set up a booth and say, I want to interview conference, chiropractors live. You want to be where your competition is not. So if you have a podcast, but a specific topic, like I’m going to a conference in this Friday, I’m literally doing back to back to back conferences. It’s called the conscious media festival. And it’s about people who were raising consciousness through media. And so I set up a podcasting booth. I’m the only podcast are there, I want to be where other podcasters or not, but where I know that my message is gonna Resonate.

Harry: So for anyone who has a podcast, where can you be or do a live version of your show? You know, just get yourself out of your conference on if he’d just been doing Skype videos for the past, you know, year, right? Go to the park and do your next one on mobile. Or just keep pushing yourself out of your comfort zone, you know, record a video for your first one or record a video promo of your podcast. You know, people would think, well it’s just audio, but you know, go on live. You create a Facebook group. I know I’m giving you more.

Shaina: The ideas keep coming. One of the biggest things. I love it.

Harry: Create a community around your podcast. If you don’t have a private Facebook group for your podcast, you’re behind the scenes group like do that today because people love this behind the scenes inside, like the, the workings, like how the sausage is made. Sort of stop the night. I’m walking my dog on the k guys, I just had Jordan harbinger on the show and he just like, he’s now moved away from this. He’s got his new podcast called the Jordan harbinger show, and he’s talking to about the challenges of starting from zero. And I’m really excited about having that conversation. And so I’m like walking the dog and doing that. Yeah. And that’s the best place to share content like that.

Shaina: Well, it’s like you’ve got these people who are giving you their sticky audiences. They’re giving you so much of their time. They’re inviting you into their living room. Right? Yeah. And so not to not serve them also like they’re already engaged.

Harry: They want it. Yeah. They want it. They want, there’s a group of your audience that really wants to be your super, yeah. They want to create something called a retention Hashtag at the end of my podcast episode. And so every time a guest comes on, I invent the Hashtag, but I only say it at the end of the episode. So we have to listen to the whole thing and then you have to tweet about it to call. And there’s like a couple of people that are super fans and every week I’m like, whoa. Superfan listen to the AR. Yeah. That’s so cool. Yeah.

Shaina: Well awesome. I feel like you just flooded us with amazing information. Thank you so much for coming on. And how can people find you,

Harry: um, if they’re interested in any work around podcast? Just forecast dot C oh, awesome. But I’m active on Facebook, um, and I’m active on Instagram and Twitter as well. So if you look up Harry Duran and they’ll be able to find me.

Shaina: Awesome. Sounds good. Thank you Harry. I appreciate it. Okay. And um, we’ll see. We hugged earlier. It’s awkward that having these chairs so we can do one. We’ll see you next week.

Shaina: Thank you so much for checking out this episode of the content coalition. Now, whether you’re listening or watching, make sure that you subscribe to the Youtube Channel and to whatever platform you’re listening to it on because you’re not going to want to miss out on the incredible things that I’m learning with these amazing content marketing pros. So make sure you subscribe and we will talk to you next week.