Good Morning, Podcasters!
Good Morning, Podcasters!

Episode 9 · 7 months ago

You Must Do More Than Podcast

ABOUT THIS EPISODE

Podcasts make up the smallest percentage of online media. Videos, images, and text are the most consumed forms of content. So if all you're doing is podcasting, you're limiting your reach, impact, and potential. You must expand your horizon.

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Good morning podcasters. Today we'll be talking about how you need to be doing even more work than you're already doing, so hold on to your butts, because that's up next. First Up, the number one most popular segment of this podcast, housekeeping. This podcast is brought to you by podcast studio pro, which is a phenomenal writing and organizational tool created specifically for podcasters that you should be trying out to see if it can help you get more organized and consistent. There's an affiliate link in the show notes of this episode and it comes with a seven day free trial. Give it a whirl and see whether or not it's a good fit for your workflow. I love it and I think you will too. There was no episode on Friday and that's now two dropped balls in a week. I do have two excuses ready for you, so, if you'll permit me. First, I was focused on getting my practical stoicism book published by the weekend, which it has been, so hooray for that. And second, some of you know this, most of you don't. Brittany has been away from month with her mother in Texas and now in Florida, and there are some health reasons for that. Some family stuff, emergency type stuff, and she'll be away for another month visiting family still in Florida. So I've been alone with the dog since the middle of May, just about, and that means that I find myself frequenting a neighborhood restaurant as of late and have become such a regular that my interactions with the staff, they're usually over a considerable amount of wine, have really become my only source of human interaction for a while. I think this is funny and, truth be told, a little sad, but it means I might have a little too much wine on some weeknights and I don't get to the episode to get it done on time. So to solve for this, I've moved my production time to the mornings instead of the evenings during the week, so there shouldn't be any more missed episodes moving forward, and I thank you for not giving me a hard time about dropping a couple of balls last week. And with that, let's talk about why you need to be doing more as a podcaster than just podcasting. First, let me say that this isn't a judgment of the work you already do. I'm a podcast with a daily podcast about...

...podcasting. And a weekly podcast about stoicism and a monthly podcast about mythology. So I know you're already doing a lot of work. I live that life as well. The title of this episode isn't you're not doing enough, it's why you need to be doing more. And maybe that difference is subtle, but I'll do my best to explain it. PODCAST have a discovery issue, and we all know that, but they also have a desirability issue. One is almost always in the mood to read a tweet or a status update or an article, because this consumption is quick and easy and this form of content. Text comprises the largest portion of the Internet. There is always something to read. Similarly, one is always in the mood to watch a funny video or in just a few dozen memes a day, and this is because this form of content, video and images make up most of the remaining portion of what the Internet is. Pictures are everywhere, videos are everywhere, text is everywhere and you cannot visit any destination on the Internet without algorithms of every sort working hard to serve the most relevant varieties of these content types to you. PODCASTS, on the other hand, make up almost none of the Internet. PODCAST INDEX DOT org tells us there are something like four point two million total accessible podcast rss feeds alive and available online currently, four point two million. Well, how many websites are there? One point seven billion as it turns out, and how many blogs, six hundred million. And how many youtube videos? More than eight hundred million. And how many youtube channels? Fifty one million, and how many tick tock videos? Over one billion. PODCASTS and, I am sorry to say it so harshly, ain't shit in comparison to any other online media type. Why does this matter? Well, it means, for one, that it is surely the least consumed sort of media. Couple that with the fact that it is the only sort of media which...

...does not benefit from algorithm driven discovery and you should come to a very obvious notion. If you're trying to have an impact, the surest way to have the smallest impact possible is to commit solely to podcasting and ignore all other mediums. So what do we need to do in order to be as visible as the creators in those other mediums I mentioned? I will talk about that after today's question. Today's question comes from Justine, who asks I'm about to start a podcast how do I make sure my cohost is as serious as I am about the work? Great question, Justine. Thank you for submitting it. Here's my answer. It is very frequently true that when a podcast idea moves from twinkle in your eye to manifested production, that one person is passionate about that production and the other, the cohost, is simply interested and along for the ride. COHOST, and by cohost I mean obviously cohost, but I also mean the cohost whose idea of the podcast wasn't very often expect that their job is to show up one day a week and have fun with their friend. That's you talking about a shared interest. The moment the cohost is told to take notes, pay for hosting by a microphone, show up on time, that's a big one or in any way share the load of your dream, things have a tendency to go south pretty quickly. The first thing to do, then, is to draw up an email that expresses two things. Thing number one, the reason you're creating the podcast, how much it means to you and what your greatest ambitions with it are, and number two, the degree to which you will rely on your cohost to help you achieve your goals and, roughly, what their support will look like in a very tangible way. That email might go something like hey, I'm creating this because I'm passionate about knitting. It means a lot to me that this ist knitting podcast...

...become one of the greatest in the world. My greatest ambition, my goal with this podcast is to create a subscription box company capable of sustaining both myself and my cohost, that's you, in place of our full time jobs. In order to achieve this goal, though, I will need your help. Without a cohost that is on the same page as me or who isn't as focused on the prize is me, we won't be successful. So, before you say you're interested in being my cohost, I first have to know that you can share in my vision. I also need to know that you'll show up on time every week and take on a certain number of administrative tasks so that I'm not doing everything on my own, things like show note creation and episode uploading and scheduling. If you're willing to take on this kind of commitment, I'd love to have you as a cohost and we can talk in more detail when you have some spare time. An email like that, and I paraphrased a lot there, but it could be that concise or a one to one conversation like this might turn off a lot of potential cohosts, and that's partially, maybe even mainly, because it's being framed as a job and not a fun little hobby that nobody really cares about, which, if you don't frame it that way, everyone will think of it as a fun little hobby that doesn't really matter and it's just for fun. And that's the point of the email to make sure they don't feel like that, because podcasting, justine, is a job, and a hard one at that. It requires discipline, focus and attention and the ability to see the long game and value it over for the short game and it's short term gains or losses or struggles. You do not need a friend you can giggle with on the podcast. You need a friend who you can build a business with and who will take what you're trying to accomplish seriously. Once you've written an email like this and you've found a cohost that fits, some people choose to formalize this email into a one page contract or agreement that both people sign, and I know that that might seem like overkill because this is your friend probably that you're working with,...

...and I agree that it does feel like overkill, and I've had to do this, even though it felt like overkill in the past. But eventually, when money begins being generated and people want their cut, it's handy to have a sign document that lays out responsibilities and profit sharing so that you can both hold your cohost accountable for their responsibilities and have something in writing that everyone agreed to our e money and ownership. Your podcast could get picked up by Amazon or be optioned for a true crime netflix series, and if you've partnered up with a lackluster cohost who does very little but expects equal shares and with whom you have nothing formal in writing, you might find the experience of success to be considerably less enjoyable than you'd hoped. Thanks again for the question, Justine, and I hope I've been helpful. You are not a podcaster, or I should say you are not just a podcaster. You are a content creator with a passion for a certain niche interest, and you have chosen podcasting as the medium through which to express that passion. But you are allowing your chosen medium to limit you if you commit only to it, and this is especially true of podcasting for the reasons that we went over in the first half of the episode. You have to understand the way the Internet works in regards to content and how people find it. People find content on platforms and through search. Podcast do not have a dedicated platform and they are not very well indexed by Google. For example, blogs have a dedicated platform like mediumcom or wordpresscom videos have dedicated platforms like youtubecom or vimeocom. MEMES have dedicated platforms like image flip, and memes also proliferate quite well across non dedicated platforms. Podcast don't...

...do this well at all. Even discussions have dedicated platforms like reddit. Podcasts have no dedicated platforms. And even if they did, because I can hear some of you shouting, well, what about good pods or what about podchaser? Those platforms are either very nascent in their development or very limited in the diversity of their user base. Good pods, for example, probably only has a couple thousand users, and I'd wager that fifty percent or more of them are podcasters themselves, not your average podcast listener, and pot chaser is likely similar. It's probably home to users who either are podcasters or people whom are podcast super listeners, again, not your average listener. And when I say platform, here's what I mean. A place people go to consume content, contribute content and converse about content. FACEBOOK is such a place. Twitter, instagram, read it, Tick Tock. These are all platforms. Podcast do not really have this, not in earnest. People discover content in two ways, organically or through paid advertisement. If it's organic, that means they're coming across you by accident somewhere they're already hanging out. But they cannot do that if you have no presence where they are already hanging out. This is the problem and concept behind the gold rush of content repurposing solutions, which I hate. repurposing doesn't work well. Do you know why it doesn't work well? Because when someone is scrolling through ticktock videos and they come to a video of an audiogram for your podcast, they might consume the audiogram of your latest episode that's right there on Ticktock, but they won't exit the platform and go consume your one hour long podcast there on Tick Tock. For the visual stimulation and the quick consumption, they aren't in long form mode. Similarly problematic is that repurposed content is commonly presented in a way which doesn't actually exist, and by that I mean, for example, pemple, you record your podcast in Riverside...

...or squad cast and you promote your podcast episodes with a little thirty second snippet video on facebook or tick Tock. That video is you and your guest sidebyside, talking and laughing. It's visually compelling. Someone Clicks on the read more link below the video or below the ad or however you're using this video, but they aren't taken to a video experience. Instead they're taken to a long form audio only experience, and the expectation of what that potential listener had when they clicked on a video is not met when they land on something that is audio only. Getting people to move from platform A to platform B or from platform x to intimate, Longform, private listening experience is really hard, next to impossible, in fact. It doesn't never happen, of course, but it frequently never happens. So then, the solution is to realize that your influence doesn't need to take one form or be limited to one platform. In fact, it shouldn't. Instead, if your goal is to impact lives and grow you should be developing dedicated presences on non podcasting platforms and through non podcasting mediums. You should have, for example, a ticktalk for the purposes of growing a tick tock audience and being influential in your niche on Ticktok you shouldn't create a tick tock for the purposes of funneling people somewhere else. Those people are tick tock users. Meet them where they are and work for them there. You should have a blog, perhaps on mediumcom, for the purposes of growing a medium audience and being influential to your interest niche. On medium. You shouldn't just be posting transcripts on your blog for SEO purposes. Nobody is going to come to your blog and think, oh boy, I can't wait to read this transcript. These people are blog readers. Meet them where they are and work for them there. Now, obviously you cannot be omnipresent. We all know that, and I am not encouraging you to burn yourself out,...

...but I am encouraging you to consider what your goals really are. Are you looking to have an impact? If the answer is yes, then, why have you chosen to limit yourself to podcasting, which is arguably the worst medium through which to generate said impact? It's not important that your entire audience, the entire sphere of your influence and impact, be in one place on one medium. That is so incredibly limiting. Instead, it is important that you create for your purpose and for your audience wherever your purpose is needed and wherever your audience is, and your audience, whether you know it or not, is mostly not listening to podcasts. I promise you've got to expand your horizons. Today. Is called action. Features a simple ask. Try To unplug a bit today if you can. Our world is in a state of high stress and tension right now, and it can be easy to get caught up in it and never break away. Twenty four hour news cycles, nonstop arguments and mud slinging online and on the television, nonstop Inter family arguments on party lines. Life feels right now so much like unending work so frequently, and no matter who you are or what you believe, that's exhausting. So just try taking a break from it today. Believe me, it'll be there waiting for you, right where you left it when you come back tomorrow to pick it up, so you're not going to really miss out on allowing it to consume all of your attention. But today, in the famous words of Dr Leo Marvin, author of the Book Baby Steps, as spoken to Bob Wiley while the two stood together on the doctor's front lawn, take a vacation from your problems, just for a day, if you can manage it. And that is all I've got for you today. Thank you so much for spending your morning with me, and don't forget, if you've got a question you'd like to hear answered on the show, or if you've got a story...

...you'd like to hear me cover and opine on, shoot it over to me via tanner at Tanner Helpscom and I will put it in the queue. Thanks again for being here. I hope you have a great vacation from your problems and until next time, take care.

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