Episode 016

Alban Brooke

Head of Growth at Buzzsprout

Buzzsprout’s Head of Growth on Top Podcasting

Mistakes and Proven Growth Strategies

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Podcast hosting and a whole lot more.

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About This Episode

In this episode of The Content Coalition, we interview Alban Brooke, Head of Growth of Buzzsprout.

Buzzsprout is a user-friendly podcast hosting and analytics platform. They’ve Buzzsprout helped over 100,000 people start their own podcast, and it’s a great way to host, promote, and track your show.

Alban is passionate about helping people get their message out to the world. Podcasting is a great avenue to be able to do that! He then took that drive and wrote a podcasting guide that’s been read over 400,000 times. Currently,he lives in Jacksonville Beach, Florida with his wife and daughter.

Tune in as Alban shares the common mistakes that you can avoid when starting your own podcast, and some ways that you can seriously monetize your show!

What You’ll Learn

  • [02:38] Buzzsprout’s humble beginnings and ultimate path to exponential growth
  • [03:14] Learn the common pitfalls or mistakes that podcasters make, and how you can avoid them with your show
  • [05:16] The #1 reason podcasting is booming
  • [07:31] One of the best, proven tools to monetize your podcast with loyal followers
  • [12:59] 1 actionable thing to implement in the next 24 hours
  • [14:28] Alban’s recommended app to advertise on your show

About Shaina

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

Read Episode 016 Transcriptions

Shaina:                 Hello contact coalition family. This episode was so much fun to film. I’m pretty much almost broke my neck. Oh, we were at traffic and conversion and Alban brought over a really cool like, you know, we’ll surf skateboard thing. I attempted to ride it. It was a little ridiculous, but we had a blast. Um, aside from the madness, we didn’t talk about some really awesome stuff. So Alban is, I’m the marketing guy over at Buzzsprout and at about five minutes he talks about how to build your network and business, um, while also creating evergreen content of that. In about eight minutes and 45 seconds, he talks about how you can make a dollar an episode, um, from each of your listeners and granted, everybody’s not going to do it, but you’d be surprised at the results that you can get on, uh, on, you know, a little bit of an ask for the content you’re creating.

Shaina:                 And then at 13 minutes he talks about the 10 dream people that you can have in your podcast and how you can actually get them on in pitch them. Dreams aren’t just for dreaming folks. They are for coming true sometimes. But anyway, hope you guys love this episode. We had so much fun filming it. We’re going to do a little video with outtakes and uh, enjoy. I’m Shaina, I love dogs. I trip a lot and I happen to have a knack for making fruity 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 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 crushing content marketing. And I’m taking you along with me. Welcome to the content coalition.

Shaina:                 Awesome. So we’ve got Alban here today at traffic and conversion. Thank you so much for rolling in. So tell us a little bit about yourself. Who are you?

Alban:                   Sure. I’m Alban. I’m the head of marketing for Buzzsprout. Um, we are podcast hosting, promotion and analytics platform. Awesome. Basically we help people get podcasts online. Where are you from? I’m a Jacksonville person. I say from Florida. Yeah, from Texas originally.

Shaina:                 Awesome. Very cool. Um, so what brings you to traffic and conversion?

Alban:                   We are here doing the a podcast booth. So we’re helping people, you know, record episodes while they’re here. So we set up a sound booth and that’s how we met.

Shaina:                 Heck yeah. Right on. Okay. So tell us about the company then.

Alban:                   Sure. So Buzzsprout started 2008, um, is a way to help churches get online. We’re helping churches start websites and a lot of them were like, Hey, we’ve got all the sermon content we want to get online. And we kind of were like, man, these podcast things are kind of starting to pick up. Yeah. So we started a separate product and that’s what Buzzsprout is now. So doing it for about 10 years and passed some of the original customers still with us. But now we’ve branched out pretty far beyond churches.

Shaina:                 That’s super cool. Yeah. Very nice. All right. So, um, we’re just gonna dive right into it then. I know we were kind of talking about what we wanted to, to chat about on the episode and I think that one of the interesting things is like what are some mistakes that current podcasters are making or you know, they don’t want to make before they make that. Sure.

Alban:                   So two, I see a lot and these I think almost feel like cliched us cause they’re so common. One is people who are like, I’m starting a podcast, I have no idea what to do. And they kind of get in love with the medium. They’re like, man, I’d love to just chat and talk to people. Which is cool. Yeah, but you’ve got to have some content you’re excited about the, um, there’s a lot of podcasts out there of two bros like talking and they’re like, oh man, well video games did you play this weekend? Like what beer did you chug? And they’re not picking up too much. But the thing that you can do that at school is like, if you have some content you’re really excited about. So I met a woman today who runs a group for moms whose kids are going through addiction issues.

Shaina:                 Oh Man.

Alban:                   And it’s like super focused and there’s probably only a couple, you know, a million people in the world that deal with this.

Shaina:                 Sure.

Alban:                   And she’s speaking right to them. So if you’ve got something you’re passionate about, start a podcast, um, but don’t fall too much in love with the medium until you have an idea. What do you want to do?

Shaina:                 Yeah.

Alban:                   And then the second one is, there’s a lot of stuff out there. People get hung up on the tech, so they think like, what’s the perfect mic? How do I do a soundproof room? I say, just, just start recording on your phone, grab up quick little Mike and throw out 10 episodes. And if people are picking it up and you’re like, man, I’ve got a couple hundred downloads. It’s not just my mom and dad listening to the self. Right. Then you can go as long as people are there, the content. Now we’ll look into how to edit and how to get a production company and things behind you.

Shaina:                 Yeah. So it’s the quality of the content before the quality of the tech. Absolutely.

Alban:                   People are listening to your show because they want to hear someone who’s like them talk to us and they’re interested in, yeah. They’re not looking for the perfect crisp audio

Shaina:                 and like the perfect crisp audio. But you’re talking about Bros drag and bear? Well, I mean, I wouldn’t be that, but that’s why my, that I’d be that audience, but yeah. Okay, cool. So then, um, because you guys are, you know, a podcast company. Yep. Um, let’s just talk about like what are the benefits, some of the benefits. Sure. Podcasting. Yeah.

Alban:                   So one nice things about podcasts that are different. It’s going to be delivered directly to people. So, you know, you could be going to the gym and I can pull up my phone and I’ve got 15 podcasts I’m subscribed to and I go, oh, cool. This one just launched a new episode. This one is about the supreme court’s recent cases. Oh, they just launched episode. Yeah. And that can be working out and listen to it or I can be in the car. Um, you, you know, it’s kind of anywhere on demand content, which is really nice.

Shaina:                 Sure. I know we talked a little bit about like the ways to monetize and how that you can turn that into something that’s either business or something that benefits your current business.

Alban:                   Yeah. So the benefits to the person actually creating the podcast. Um, I think there’s two ways from marketing. You’ve got one, which is you’re building great content, so it’s kind of a content creation,

Shaina:                 right?

Alban:                   And you’re getting good stuff out there for people and they’re listening to it and they’re loving it. Um, that can end up becoming like a lead gen thing. So if you sell, they’d be a course or you’re doing a Patreonic account or something, all it can lead into that. Gotcha. And then the second thing is, um, influencer marketing. And so if you want to reach out to people who are in your space that are pretty big, you may not be able to get them on the phone, but you could easily get them for a podcast interview. So you’d be shocked. Even if you haven’t launched, you can reach out to somebody and say, Hey, can I do 45 minutes with you on the on for a podcast? Like yeah, I’d love to do it.

Shaina:                 Yeah.

Alban:                   And that relationship can actually be the most important piece of what you get out of the podcast. You know, you’re also doing stuff for your audience, but there’s a bit of it that selfish and like, Shit, now I’ve got to connect with some of my heroes in this space and I can kind of pick their brain and it’s not salesy. It’s not like you’re begging to do something because you’re providing real value to them. And like we were talking about before, like they, they’re really talking about themselves. Like you’re, you’re learning about them, you’re getting value out of them and then they don’t feel like you’ve sold them or push them the whole time. So it’s like a win win for everybody and you haven’t pitched them cause all they heard from you the last hour is like you talking about yourself and them talking about themselves and they go, oh, this is a genuine person. I had a nice connection with.

Shaina:                 Yeah. That’s awesome. What was the APP that you were talking about?

Alban:                   The Patreon.

Shaina:                 Patreon. What does that?

Alban:                   Yes. There’s a few ways we recommend people to monetize podcasts. Okay. You got a lot of people who think they’re going to land like a CPG. Tide’s going to like want to do my podcast. You’ve got to have millions of listeners, right? But the benefit of podcasts is you can like focus in on something. We met a guy, he’s a whole network of horse shows and that’s all he does. He talks about horses, people who own horses, people who train them and racism and do all sorts of stuff. And because he’s so focused, he can reach out to people who sell different types of saddles and feed and different bits, and they’re all like, man, I had no other way. I can reach such a targeted audience except for your podcasts.

Alban:                   And so don’t think broad. Like I’m going to Land Coca Cola. It needs to be in front of millions of people. Think about, I’m talking about say really specific. So I tried about, I listen to a supreme court podcast, they all they talk about is, or if you’re a lawyer, here’s some legal software you want you should be using. And 90% of us listening are going, Oh yeah, that, that lands perfect with me. That’s a great product for me. Right? So kind of focusing in, um, two is going to be lead Gen for yourself. So running something like a Patreon account, which is people be your Patreon and they can throw, say, Hey, every episode put out automatically take a dollar from my credit card. Oh Wow, okay. And you’d be surprised. You can get, a lot of people do, around 2% of their listeners will actually on their own go for content that’s free and say, I want to support you. I’m want to be your Patreon and I’m going to support you a dollar an episode. And so there’s quite a few podcasts. There’s like, they’re making a living off of this because they’ve built up a listenership that loves their specific type of content.

Shaina:                 And for somebody who like,W hasn’t podcasts, like this is my first podcast video podcasts and like to hear that people just listening are going to be like, sure, I’ll support that. Like that is, that’s like humbling almost. That’s really a huge deal, you know.

Alban:                   And yeah, if you’re producing something that they’re not gonna find anywhere else, it couldn’t be on TV. You couldn’t have a, nps is never going to launch a horse show. They’re never going to launch a show on half of the stuff because there’s no one who’s going to listen to it. But it can work on a podcast because if there’s 5,000 people in the United States that are into your thing, they could become your biggest fans. And if they’re all throwing you a dollar an episode, you’ve got a nice career there.

Shaina:                 Right. That adds up really fast. Yeah. That’s awesome. Very cool. We’ll talk cast. Are you listening to you right now?

Alban:                   Do you want me to pull out?

Shaina:                 You can share. You said you had like 15 on a rotation, so let’s hear it for rapid fires.

Alban:                   All right. I’ve met a guy last night. He does one called drinking buddies with a politics problem where they are right up my alley. I love that. Oh, I’ve got a cryptocurrency podcast called coin talk. Bad crypto. No, go, go to the bad crypto podcast are super good. I listen to the exponent, which is tech business analysis. First Mondays, Supreme Court, Joe Rogan Pod, save America. It’s political. Waking up with Sam Harris, kind of just interviewing people would put out books and he’s a neuroscientist so you can find all sorts of stuff. You’re like.

Shaina:                 You have a bunch of for random stuff. The sciences guys drinking with politic problem. That’s, I mean that’s for Joe Rogan,

Alban:                   I mean. Yeah and it’s fun cause you can find things that you would not be able to find anything else.

Shaina:                 That’s exciting and I think that that’s one of the things that the Tracy will be like, oh my audience isn’t going to be big enough. No, I think that’s, you will be shocked by how many people are into the same thing you’re into.

Alban:                   Right. I have found podcasts that we’re only about a specific book. Two guys were really into, and they’re picking it apart and discussing themes in that book. And you can think there’s no, you know, maybe only a couple thousand people who have read this book. But if people are really into it, they will probably are looking for content like this.

Shaina:                 For sure. I remember, I can’t remember it was the Tim Ferriss show or if it was John Lee Dumas, but I remember they were talking about like niching so hard. This woman had a podcast that it was only about, um, like doing natural childbirth in Australia. Like that was it. And she was like blowing up after the first six months. So I mean, you can niche, really hard on these topics.

Alban:                   And if you think about how far down a business can be, so Jackson has got a million people, right? You can find there’s probably 10 natural childbirth people there. Right? Well, if there’s enough people who are interested in it, that 10 people can have a whole career doing that in my one city. Yeah. Think about all the people who are in Florida, in the United States who are like, I want to know about this. Where can I find good content? Yeah. And they find a podcast. They’re like, no, you can listen weekly through out my pregnancy and feel comfortable with the ideas and learn all the stuff.

Shaina:                 Exactly. Play it smart. We just scared off like a whole group of grown men. Did you see that? They’re behind you, but I’m, they came in, they were like, oh. And then they turned around and walked away like quietly and it was adorable. But no, you’re totally right. Like it’s, I think that the more specific a situation, there’s a somebody else going through it. Yeah. Probably lots of other people going through it. Are you interested in it? So, um, so what are two actionable items? We have two different groups of people. Right? Okay. Anybody who is already podcasting for themselves, they love it. They know that they can do better or they can crush it. What’s one thing they can do in the next 24 hours that is actionable?

Alban:                   I’d say be bold. If you’re going to do interviews, be bolden about who you want to go after. Um, everyone wants to think, oh I, I’m going to interview my buddy because he’s someone I can get on the show. Go for people who you would never email. So write down, this is my actionable item. Yeah. Go right down 10 people right now. These should be the 10 perfect podcast guests. If I had these 10 it would be worth it for me cause I spoke to these people. Yeah. And reach out to them.

Shaina:                 Do you know, like have you heard of anybody having a really successful way that they reach out?

Alban:                   Sure. I mean I think trying to create some sort of connection, maybe discussing them on your show if they put out a book or putting out a podcast or music discussing it. Yeah. And then maybe reaching out to them saying, Hey, I, you know, talked about you on this episode and my audience really responded well, is a way for you to validate whether or not they liked this content. And then he say, and I’d love to get you on the show. Yeah. And you’d be surprised, I think, don’t be intimidated by your own download numbers to start. Yeah. Um, you can get people who are pretty big names without the show really being launched. Yeah. Say we’re putting a lot behind this. We want you on the show and it kind of can be a self fulfilling prophecy for sure. That’s awesome. So if you want to get in front of a bunch of podcast listeners, this is kind of a podcast growth hack.

Alban:                   It’s not really a hat because it’s just everyone could do it. It would work. There’s a really cool app called overcast and I’m a huge fan of the guy who developed it and it’s got about probably the second largest podcast APP on Ios. Yeah. And you can advertise to podcast listeners inside the APP for your show and it ends up being about like a dollar a subscriber. And if you think you’re just launching and it’s really good stuff, going from zero to a hundred is a lot harder than getting another hundred later on. Put a couple of hundred bucks behind it, get a couple of hundred people listening to it, and then they can give you feedback, give you reviews, and you can really start getting the ball rolling pretty quick.

Shaina:                 That’s super awesome. I love that. Very cool. Okay, so how about then for the people who like, you know, your digital marketers who are working for a bigger business, they know they need to be doing this, they’re well aware, but they’re trying to figure out how it’s going to benefit their business or you know, they’re kind of hesitating and pulling the trigger, right? What do you have that’s an action item for them?

Alban:                   If you want to start figuring out something that you’re excited to do, I may not have to be a passionate something you’re already working on. So if you’re already thinking about, I do tons of content marketing, well, let’s start a content marketing thing. Let’s do a podcast and content marketing. Let’s talk about all the tips. Let’s talk about things you’re seeing in the industry, bringing guests who are really killing that industry and talk to them. So now isn’t something that you’re going, oh, I’ve got to go research for four hours to show.

Shaina:                 Yeah

Alban:                   I’m already doing this all day, every day. Yeah. And this can now supplement my job. It can make my job easier and to putting out a great piece of content and information.

Shaina:                 Awesome. Perfect. Well, is there any other job, I mean you’ve dropped awesome knowledge this entire episodes. Is there anything else that you feel you want to share before we sign off?

Alban:                   I’d say don’t let anyone make it too complicated. Yeah, there’s a lot of people, well who you are into the coaching space and we’ll walk you through the whole process. It’s not as hard as people kind of make it out to be. Yeah, yeah, you can do it. There’s quite a few people that are just kind of like, yeah, this is my second career. I retired and I want to get into it. If they can do it and build a following, you can do it too.

Shaina:                 Totally. Love that. So if they can do it, you can do it. We’ll high five on that one. Woo. All right, cool. So thank you guys very much for watching. How do people get a hold of you or of the company? How?

Alban:                   Company is buzzsprout.com so you can call. If you want to start a podcast, you can come to Buzzsprout. Um, we’re at Buzzsprout on the web and I’m at Alban Brooke everywhere. Alban Brooke everywhere,

Shaina:                 Alban Brooke at all the website, Anywhere you would like to look. Awesome. Cool. Thank you guys and we will see you 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 at odd, 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.

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