CEO & Co-Founder of Rebel Base Media
Why You Need to Treat Your Podcast Like
Its Own Business For Optimal Growth
About This Episode
In this episode of The Content Coalition, we interview Mark Asquith, CEO and Co-founder of Rebel Base Media.
Rebel Base Media is a podcast tech and strategy company that owns Captivate.fm, Productivity, Podcast Websites, Podcast Success Academy & Rebel Base Studios. The company creates technology and solutions that helps podcasters to find, amplify and build influence around their unique voice.
Tune in as Mark talks more about his current venture Podcast Websites, the benefits of having a website for would-be podcast hosts, why podcasting is like a journey toward personal development, and more.
What You’ll Learn
- [01:32] Learn how Podcast Websites started and Mark’s backstory
- [02:36] How the agency grew into a successful software and digital service business
- [04:48] A little tease of their upcoming projects that are very beneficial to would-be podcast hosts
- [06:24] Why having a website is important for a podcast
- [09:00] Learn how a website a must for monetization, lead capturing, and even risk management
- [13:09] Discover the other features of Podcast Websites both front and back-end
- [16:18] Mark’s top recommended podcasts to listen to
- [18:08] 1 actionable thing to implement in the next 24 hours
Shaina Weisinger is the Founder and CEO of Repurpose House, which turns long-form content into optimized videos and images for high engagement social media strategies. Shaina has a background in video production for digital marketing and is on a mission to show content creators the untapped potential and repurposing power of the content that they already have. She has taught about content in many publications including DigitalMarketer, Inc., and Startup Nation, and continuously offers valuable takeaways by interviewing industry experts from world-recognized brands such as GoDaddy, HubSpot, MarketingProfs, and more through her video podcast, The Content Coalition. She loves to laugh loudly, be obnoxiously competitive on the volleyball court, treat her dogs as her kin, and recover from tripping on or running into almost everything within a five-foot radius. Learn more about Shaina here: ShainaWeisinger.com
Mark: Our goal is only to support the prospects in the customers goals that designers, our job is to facilitate the outcome that they want, not what we want. So what I would say with that is that fine, find the things that interest them. Don’t talk about y’all thing, right? Going find, spend 10 hours today. You told us today, five hours today, figuring out what your audience are interested in from an entertainment perspective, from a just from a human perspective, from a perspective of research in and improving the life in the way they want. Find out what they’re listening to. Find out what the consumer and going start to create some content about that. Yeah,
Shaina: I’m Shana. I love dogs. I trip a lot and I happen to have a knack for making pretty sweet 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. Get content marketing is 62% less expensive than outbound and produce is 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 crushing content marketing. And I’m taking you along with me. Welcome to the content coalition.
Shaina: All right, so we’ve got mark Asquith with podcast websites today and he’s going to drop some knowledge about how an awesome website can really help your presence. Help me business. So tell us a little bit about yourself.
Mark: Yeah, I’m kind of a just a evergreen geek. I just like, yeah, we all are like building things. But once an agency owner, and I did that for a decade or brand and digital agency, now I’ll focus on software for podcasters, sorry, I’ve done podcasts websites, which is a range of products to help podcast as a group. We started as just a podcast. Websites is a software as a service platform, but we are rolling out much more software now. So it’s a true software startup now, which I didn’t realize when we started this thing that we’re going to go down that route. So it’s kind of been interesting. And then I also speak at events like this. I also run my own personal brand excellent experts in which is teaching people how we’re building podcast websites. So we’re, we’re teaching people how they can do something else if they want to do something else.
Mark: I don’t have to be stuck in the business that they’ve always been in. That’s what I did go out with a business that I was a little bit with. So I teach people how to do with that as well. So. Awesome. Yeah, I’m a busy Geek. It sounds like it. Right. And so how did you, what made you dive into what sites from podcast specifically on an agency? Was it straight on at agency or how did that work? That’s a good question. So the story goes, it’s actually two sides to this story is number one, the podcast inside, and number two, the agency, the web side of things. So I got into podcasting. I’m a big DC comics, like a huge DC comic cons a little bit. It’s amazing. I’m so, I’m a big DC fun asta or doing a podcast and a blog called two shots to the head.
Mark: I think back in 2013 actually. Yeah. So that got me into podcasting. I’ve got me into blogging and then I started my own business show excellence expected, which is now a daily show, which oh wow. Yeah, seven minutes a day. It’s called the seven minute mentor under my brand. And when I launched that show, what was running the agency at the time, so we’re working on brand, what we’ll work on digital work web platforms and suddenly have to marry these two worlds together. I to do the podcast world and build that into my own life. But I wasn’t, I realized that I was just really lucky to know digital a new web. I knew how to do these things. The other podcasts just didn’t know how to do, but they need needed. So people need it to integrate with the website. The wants to know how to grow a podcast using digital marketing. So I brought the two worlds together and we create a podcast website purely. There’s an experiment purely as a side hustle, a bit of a will, this will this thing fly like do people need this thing? And they did and they do. And around the same time I was getting a little bit bolder. The agency life, I was certainly got problems with the idea of always having to pitch forward nightmares.
Mark: Today’s Day and age, you know, you shouldn’t have to prove as much as you’ve got to prove to get projects, you know, because sure we were all putting content out, we’re all doing fantastic things like this. People should be doing that research. People should be doing that due diligence on those. And by the time we get to the meeting, get to the first session to the pitch, he should be as much as interviewing them. Right. And I got a really disgruntled and disenchanted with that entire thing. Yeah. So that’s when I decided to do this. We’ve morphed into the software company is today. So that’s, that’s how I got into it through one, my own podcast yet and to being a little bit bold of, of Ed and life. Really. I’m sick of pitching people. Oh,
Shaina: sick. Like selling off selling is like the bane of my existence. Awful. So it though. Oh Man. So then give me kind of the breakdown of what exactly podcast websites does, like all the backend stuff. Why is it awesome?
Mark: Yeah, so we do, there’s two new products coming out this year, which I can’t say anything about because they are stupid. Massive Toxi, topsy, super massive topsy. Most we’ve topsy cause like top secret and then super and the massive then supermassive. Wow. Yeah. Yes. It’s a way of both. Both classified. So we’ve got two projects launching. If, if anyone’s at podcast movement this year we’ll be launching one of those there. So the product has is, is an all in one wordpress as a service platform. So we take wordpress and we are a massive SAS layer to it software as a service layer to it. We had 24 seven support. We have a media host and downloads stops. It’s just complete podcast platform in a box. We provide free design because we’ve brought some of the designers in from the agency and we just helped podcasters. We helped them get over the hurdles that stop them podcast and so literally everything that you would need as long as you can record your shirt. Yeah, we’ve got everything else done for you. So it works really well for people. Yeah. We worked with a lot of beginners who wouldn’t genuinely wouldn’t be able to podcast because they will, they wouldn’t have the time or the willingness to learn this other stuff. Yeah. So that’s what we do.
Shaina: That’s awesome. It becomes overwhelming for sure. Like when I talked to people who weren’t there, like we know what I need to do this, but all the, to get into it, like the the web design, the like the gear, the whole deal from the stats. Like how do I monetize all this stuff? It’s crazy. So the fact that you guys take a lot of that out of it, and the, when I talked to Kirin a couple of weeks ago, I loved that you guys offer the design part too, because a lot of times they’re going to agencies or they’re having like their buddy do it or whatever, and it’s, yeah, right. Ultimately ends up being way more expensive too. It was just crazy. And now they’re actually on a platform that, that works. Why is a website for your podcast important?
Mark: So, and again, another really good question and know obviously so many people who’ve got the willingness and the desire to integrate podcasts into their own site. Yeah. Can do that. But so many people don’t. So many people start a podcast because they love doing it. Like I started DC comic show, it was amazing. Yeah, no, it was going to turn into anything. I didn’t know what was gonna happen. And what very often occurs is that people start with the thing that I love. So they’ll build a podcast and put their voice out there, but then something happens, people like it and this or where can I get more information and what can I do? What can I get involved? How can I donate to the shot? Or maybe sponsors come along and said, you know what? You got such a tight niche audience. I want to give you some money to access that audience and podcasts.
Mark: This is a great way to monetize, but the dominant platform, so they’ve got this, they’ve got this amazing content. Yeah. Not a big thing that people forget and this is part of the reason that we do the free design is that the second new press record, the second you edited the second year, press publish, you’ll actually become a brand. Of course you didn’t do a media company. You are completely a Brandon. It’s a powerful, it really is. You know, back in the day we were talking about comic cons and back in the day when I did two shots to the head, no gas and I, the guy that run it was new. We get, you know, we get free passes to Linden and comic con and Dublin Comic Con. There’s as the media a lot. Whoa. Really? Okay. Yeah, right. It’s fine. We’ll go meet doctor who, well that’s all good.
Mark: So but people don’t realize that when people often end up on the back foot so they’ll get a wonderful sponsorship opportunity until they get a fantastic speaking opportunity and the rug is pulled out from underneath them because their brand just does not exist. That’s why we offer the free design. It’s right. We, we take oil, stop us from becoming a brand and that’s what we’re really trying to achieve with people because I truly think that podcast in the middle people in podcast, and I’ll explain that in the middle people. So not the people are just starting, right, but also not the NPR is not the people with 10 15,000 and above, you know web of downloads per episode. The people in between that, we’ve got 500 downloads per sure. They had a future podcast in the end. Is there the guys who can attract really tight brand sponsorships and to have that sabotage because no one ever told you you needed this other stuff. Yeah, it’s awful. It’s a really bad, it’s a really bad way to kind of sabotage a brand and a business before it’s got going. So that’s why we do what we do. And that’s why it’s so important to have a platform to have a hub, a top of your own, your own visual tone, your own visual style, everything that you do for a business you need for a,
Shaina: so aside from just like the brand elements and making sure that that’s all present and searchable and findable. Right. How is a website helpful in like the, the forward movement? Like the monetization, not even just that, but like lead capture and taking them through funnels and things like that.
Mark: Hugely vital. A huge vital, I mean podcasters, you know, channel shifting. Someone from listening to this thing passively. Yeah. Into taking some action. You know, he’s a problem. I’m really passionate about solving. It’s something that I think is really interesting. Yeah. He’s good. He’s going to be so much fun trying to solve us. Good luck. Honestly. Yeah, it’s fun. I’m using that term loosely a little bit. It gets, it really gets me going a little bit. Sure. So our website is, the, is the, is the focal point is the thing that people understand already. You’re not changing behaviors, you’re not telling people to go and do anything that an already already doing on other websites as well. We all know Amazon, we’re all working on Ebay. We’re all on, on, on our other business website. Yeah. So with the podcast it’s vital because you need to take people from doing this passive thing which is listened to on a walk or a jog or walking a dog or trend at the gym to doing something right.
Mark: And if you’re sending them off to other places to do with this, then you’re not owning that platform. Right Rick? Even regardless of the risk of things like Facebook changed its algorithms like you’d like happened in January. And the things that we all risk on third party platforms, like suddenly if the slap goes away or if Facebook goes away or Twitter, right. And you build your platform on there, you know, not suit your audience has gone. So yeah. Guiding people through to a website and start people in that funnel, whether it’s through a lead magnet, whether it’s through some kind of sponsorship. Like I said, he’s, he’s vital, but people, the problem is people don’t equate a podcast. It’s audio content with the ability to do that. Right. They believe that podcasting is over here and it sounds a term. Yeah. But it’s not, it’s, it’s, you can always channel shift. People thought people always want more.
Shaina: Sure. Especially people who are giving you that much of their time. You know, we’re not talking like, oh, I got a ten second view on Facebook. We’re talking like 10 1520 an hour sometimes. So, I mean, why wouldn’t you take that person who’s already giving you that and shifting them to something more and engaging.
Mark: Right. Jacqueline and completely right. Lane Safara is people that was finished so much time on that. But think about that in a, in a, I guess in a more personal way as well, the spending time with you right in their ears. Right. So you saw that there’s no more intimate a delivery method, method of content. You can’t get content to anyone in a more intimate way. Right. It’s directly piped in right next to the brand. Yeah. Like closer to,
Shaina: yeah, exactly right. All up in there. Exactly. And they’re probably doing something hyper personal too, like working out or walking the dog or you know, so I mean you’re really like in their life.
Mark: Yeah. You really are. And it’s powerful. It’s cool. You become a, you know, we, we see so many times with podcasters, whether it’s a niche podcast are a bit more of a broad entertainment show. But yeah, you see silver very often where people at conferences will say, oh, I recognize you. How do you recognize me? I heard your voice, I recognize your voice, I listen to your right. You know, you get, you do get that. Yeah. Especially at podcasting conferences, which is to start with it freaks you out a little bit. Yeah. Right. Well wait a second. But then you realize that they’re not, it’s not weird. It’s not anything but just a friendship, you know, and you can, you end up building a relationship with these people and it’s, if you think about business, you know what quit it’s part to business and equate this to to kind of marketers and equate this to people who are trying to build some kind of revenue through different channels. Yeah. How many of the channels give you the opportunity to build a friendship? Right. There is no better way to do it.
Shaina: Am I right? Yeah. Were you freaked out? Did you get some like recognition where you like, I don’t even know.
Mark: I was just doing this for fun cause I love comics is that’s exactly. So it didn’t happen so much with the two shelves. Podcasts. Okay. So yeah, I mean that’s weird. You know, we comic nerds are just all into our own thing. But certainly with, with the seven minute mentor, which is a daily show now. And by being so present at podcasting conferences and conferences like this yeah. With podcast websites as well as ease. It is weird cause you, you hear people say listen to your show and they’ve never engaged. They’ve maybe never done anything that is look in and then join and yeah. Oh well, okay. Yeah. I love that sounds so honestly, if people do, this is what to do with the, and to do it in Facebook groups as well. They’ll go in the look they’ll consume but will not contribute. Yeah. You know, and sir, you’ve got to guide people through that process.
Shaina: Definitely. Yeah. So with all the things you were talking about on taking through funnels and lead Gen and stuff like that, are you at, will podcast websites give you the ability to do that or how does that, so is that like integration, is it kind of just come with the story or what’s the deal?
Mark: Yeah, again, good question. So to actual two signs again to the answer. So number one, the technology, we’ve got London pages built in or limits or London period here. So you can create as much of the front end of the phone was you want on the back end. We integrate with everyone from his fusion software Webber. I don’t want to mail chimp to him any of the, any of the CRM or the email marketing providers. So we provide the entire process. You just need the CRM, you just need to ear whether for example, so it works really, really well. Now the second part of that that we do, we’ve got something called the podcast Growthx Academy, which is allowing people to learn the skills that no one tells you you need [00:14:00] to be a successful podcaster. Yeah. So what I mean by that is when you enter into podcasts and no one teaches you that you need to understand the basics of Seo, right?
Mark: How to create a content marketing plan or how to start a funnel. So we actually meant to people through the community. We do workshops. We do, we’ve got a live mastermind, actually did a Ramona [inaudible]. Our community manager is running that today. Yeah. So we do live masterminds. We do office hours every week and it’s all part of the podcast websites, membership. It’s all together. So yeah, we do the technical stuff, but we also do the soft stuff. You know the things that no one tells you need. Like what? Oh, just the, yeah, the FCO, all of the, all of the, the, the skill things that we’ll learn here at traffic and conversion. Things like how to start testing your email list. Things like how to, even how to be a better interviewer. Sure. To how to tell a story, how to become a storyteller with your audience, how to craft a narrative. No one teaches you that. Right. So, and they’re important skills, I think.
Shaina: I feel like that’s one of the things that I hear the most that people were afraid of starting because they’re like, I don’t, I would be a horrible host. Like, no, you, everybody sucks at the beginning. You know what I mean? You’re going to go back and listen to episodes one through 10 and be like, can I just erase those from the universe? And you can, but I mean, you’re not going to start being the greatest thing that’s ever been on media. Yeah,
Mark: and that’s a really good point, actually. The, the idea of podcasts in actually it as much as anything is actually personal development. You will develop as a speaker for sure. He’ll become more articulate. You’ll become more confident, you’ll become more if you’re an introvert. I’m a massive introvert and everyone’s surprise it, like some of these events, and I’m speaking and do it and I’m podcast everyday, but I am, I’d like nothing better than being laid on my bed watching Netflix. You know, it’s amazing. But it will improve every aspect of your communication skills. Just sit in there and talking effectively to no one. If you’re a solo show, you’re talking to her, talking to a microphone, you go to an Avatar that you’ve created and if you’re interviewing, let’s be honest, you know, you’d probably not going to be talking that much because the interviewee wants the limelight as well.
Mark: Yeah. So it’s a really great way of, of, of just, I guess start in some personal development and going in places and directions that you never thought you’d go in. I find that a lot of people think that we podcasting, I didn’t expect that ended up here. Yeah. This on my podcast, you know, that’s, that’s a common thing for sure. What podcasts are you listening to right now? Do you know? I’m a bit funny with podcasts, I cannot, so my brain gets a little full. So I was like, listen to the normal, the normal business. It shows you everything from stacking Benjamins to, to Youpreneur FM with Chris. Yeah. And listen to my show. I listen to my own show just to get that one down.
Mark: But no, all joking aside, I actually listened to more entertainment podcasts at the minute because the brain gets so full. The business stuff, it’s me. It’s my little bit of solitude. Sure. So I listen to Fatman on Batman by Kevin Smith. I love that guy. Right? He’s amazing. I don’t know if you’re a podcast movement in Fort Worth. Oh really? It was speaking at podcast movement. I was like, wait a second, this guy got me into podcast and now I’ve got a business that employs people in podcasting. Annie writes the flashing Green Arrow or my favorite like superheroes. Yeah, this is like a match made in heaven. Yeah. Somebody should get 20 minutes chat with him. It was, it was, he said I, I said hello to him and literally just set up great work on the flash episode that he directed and he just went full on Kevin Smith on me and just, it just, it was a barrage of also Mr males. This is insane. I’m loving this, but you, I wouldn’t have got that without the podcast. The took care of. What else am I listening to him? It law by our monkey. It’s a wonderful, sure. That’s a really nice story telling Shawn one I’m excited about, which is not launched yet is a London show call y’all and legacy. Okay. How would you tell him the hidden stories of London’s hidden personalities? So really, really cool. It’s very, very cool. So that’s what I’m into at the minute.
Shaina: I love it. Very cool. Okay. So one thing that we like to do is give some people who are listening to something to do within 24 hours, right? I mean, there’s all this great information and eventually we need to do all of it. But like, what’s one thing that we’ll do it in two different ways that a current podcaster can do in the next 24 hours to help their podcast?
Mark: Great question. So I believe that the best and that you can do in 24 hours if you current podcast, if taught actually physically talk to your audience, find 10 audience members that have got in touch with you and book phone calls with an, I’m talking an actual legitimate, I will phone you, I will call you, do not with 10 people and you’ll be amazed what you learn about your show [inaudible] what you’ll learn.
Shaina: I love that. That’s super cool. Okay, so then how about maybe like a business or a marketing director or somebody who’s knows they should be podcasting but not really understanding how it’s going to help their business? What’s something that they can do? So those guys a tricky. Yeah, right. You worked with a bunch of them, so you know very well. I lived with them all the time, so I’m like, you’re an anomaly. Yeah, those guys are tricky, but wow.
Mark: See, you got to look to the outskirts, look to the fringes. And what I mean by that is that yeah, any, any business that’s got a customer and it business has got a prospect. Our goal is only to support the prospects and the customers goals. Yeah. That designers, our job is to facilitate the outcome that they want, not what we want. So what I would say with that is that fine, find the things that interest them. Don’t talk about your thing. Right. Going find, spend 10 hours today. You told us today, five hours today. Really figuring out what your audience are interested in from an entertainment perspective, from a, just from a human perspective, from a perspective of research in and improving the life in the way they want. Find out what they’re listening to. Find out what the consumer and going start to create some content about that thing.
Mark: What about your thing? Because that’s what business is. Doodle out. We’re going to talk about our widget cares about your, with Juma, right? Don’t cares about your widget. Find what those guys are into, what interests them, what are their, what are that goals. For example, if someone wants to travel more and you are, maybe you are a travel provider, maybe you’re a, a some kind of company that offers concierge services for travelers. Are you are just a booking it again, whatever that is. Don’t talk about that. Yeah. Talk about actually here’s the discovery in Australia. Podcast is a discovery in New York or New Orleans podcasts. Do that, do that. I love it.
Shaina: Awesome. So if there are some people lurking and want to see you on social, where did they find you? I’m Mr Asquith on everything because Mark Asquith was taken. Ah, have you contacted like I’m really, cause that’s, what is this man? He’s an online marketer, so he’s like, Nah, that’s my username. Sorry. Eyebrow. So yeah, that’s pretty much the email that I got back. I got a few months. Well, it’s, no, it’s, but yeah, Mr Asquith, which is m r a s Q, u, I. T hitch. Awesome to remember that. Right? Yeah. Right. Very cool. Thank you so much. I feel like we got so much information. I’m excited to actually start implementing that with ourselves. So
Shaina: you are welcome. Thank you for inviting me. It’s a pleasure. Yeah, of course. And we’ll see you guys next week. 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.