I’m Shaina. 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, 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 crushing content marketing and I’m taking you along with me. Welcome to The Content Coalition. (upbeat music) So it’s Harry Duran with Fullcast. Thank you so much for coming on today with us. He serves podcasters also. We’re gonna talk about his podcast how he got to that. And then how he segued into healthy podcasters and then he’s gonna give you an actual item to implement today if you can. Not if you can. You just should. Yeah, you have to.
Awesome, so okay. So what, in four sentences does Fullcast do? We empower thought leaders to amplify their authority and expand their reach through the power of podcasting. Wow that was quite the, you said that once or twice before, right? Okay, so now explain, what physically do you guys do? So it’s complete done for you service for podcasting. What I want them to focus on is to consider themselves the talent, right? They’re genius, right?
They’re genius. What’s the best thing you do? You get on the mike and you either teach, because you’re a thought leader in a specific topic, and you can talk the crap outta that stuff, or you just are a great conversationalist and you have great interviews. So record your interview and get it to 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 master 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 ID3 tags, which is the information that’s inside so that iTunes can read your information correctly in your podcast, then at that point we write full show notes and the structure of the show notes is a summary, timestamps, we pull out three to five quotable tweets, so it’s a one line thing that someone mentioned that we are gonna use it later in social media. So five quotable lines, any links mentioned in the show we pull those out as well because a pet peeve for me as a podcaster is when a podcaster says, “Okay we’ll provide that link in the show notes”, and I’m like yeah and I go into show notes and it’s not there, I’m like you told me it’d be there. They can’t click on the episode, so — And all the new podcast players are now really rich media savvy, and so you can click on it within the player, so we provide all that, we write a full transcription. In a second I’ll tell you how we use that. We actually log into clients’ website and all their social media platforms. We post the show notes to their site for them. Then we create customized art work every single week, and then we actually go into social media mode, so we log into their Twitter, their Facebook, their LinkedIn, their Instagram, and we create an artwork customized for each platform. There’s nothing worse than seeing artwork that was meant for Facebook show up on Twitter, and the side is cut off and it’s like, “Ah okay, you’re just forwarding it, “or you’re just using the auto forward feature “of these social media platforms.” And because we’re all thought leaders, we wanna make sure they’re polished, looking polished on each side. You have to customize the message for the social platforms as I’m sure you’re aware. In Twitter you’ve got the 240 characters, in Instagram you’ve got 2200 characters, so we change the message in there, and then we have content now. I love this idea of re-purposing content because we pulled out five quotes, each tweet is a different quote, and because we have a 15 to 30 second sound byte, we use that as the beginning of the episode, so it’s like the teaser. So how do you feel about Alexa’s skills? It’s interesting because 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, “Did you see what I just did in like seven seconds, “I just did faster than me logging on to Amazon”, and so 80% of podcasts are consumed on mobile devices, right so people are on the treadmill, people are making dinner, they’re walking the dog, they’re in traffic, they need content to consume and that’s why audio books are so popular. You need to have content available for them so that they’re always consuming your stuff. And one thing that I was talking about is actually, it’s so funny that you’re breaking one episode apart into like 95 pieces of content, I just did a video talking about that, how like one episode can then be turned into 30 different things but I mentioned Alexa’s skills, and I guess my question is do you think that it would be redundant or okay to utilize those small clips that like you say you do for Twitter and then throw those on Alexa skills for your podcast or whatever. Obviously it’s not a podcasting platform but I’m trying to figure out a way to still utilize that with podcasts? 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 is 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 my show, and so it would play it right away, and you wanna have this idea of voice being a direct link to get your show played right away because that’s what people are gonna do. We’re moving into the Jetson’s world super fast and you’re gonna go into voice enabled for everything. “Alexa, turn on the light”, or “Alexa, reorder my milk”, “Alexa, dim the lights”, everything is gonna be voice command so you should be like, “Alexa, I wanna hear a podcast” or “What’s the top business podcast? A friend of mine rebranded his show as The Business Podcast. That’s the name of his show. And of course everything, you have to think of everything from an SEO perspective now-a-days. So I had an early client who said, “I wanna do a podcast that’s about Angel Investing, because that’s the people that I work with.” I was like, “Is 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” That’s what people search for in iTunes, so now I’m really re-thinking, 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 with Entrepreneur on Fire, he had to grab eofire.com. Yeah right, ’cause entrepreneur, I mean c’mon. That’s one of those like words that are just ripe for misspelling. So as a podcaster it’s hard enough to get people to find your show, don’t make it so much more difficult. Like make it really easy when they hear. Is there a number in your title? Is it to, t-o-o, is it the number two, is it t-o-o, which one is it? If people have to second guess, oh what did he mean, what did she mean when she said this, you’ve already sort of lost them because they’re just like ah nevermind. Just make it easy and remember that people are on the go and at the end of each show I said one call to action, or two, but it’s super easy to remember, so people can remember it even if they’ve stopped listening to that episode. And make the link clickable, actually make a link, in the show notes, right? Yeah and take your show seriously. Be consistent, even when I’m on other shows now, if I go to another show and I was on my friend’s show called, Travis, he’s got a show called Build Your Network, 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 set them to my url fullcast.co/travis. So I created it, I used a tool called Lead Pages. I just swap out the landing page and I change the information to “Welcome Build Your Network Fans, “this is the download I mentioned on the show”. Now the beauty of using a tool like that is I can see how many people came from Travis’ show, how many came from my friend John’s show that I 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 types of shows like that. Awesome, I just feel like you gave so much amazing information for anybody, I mean talking about all the different ways to utilize podcast and voice and I mean I talk about it with video and just to be able to do it with voice only is mind-blowing to me, one conversation. The beauty of it is that when you start with video you can do everything I just said and I’m sure this is something you teach and talk about as well, just the idea of taking the video and then making it audio, just repurpose, repurpose the crap out this content because people are starving for content and to the extent that you can make visible on all these different platforms, you’re gonna make it easier for people to find you. For sure, so if somebody listening was 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 what do you think the one big powerful hit would be? I really like what we’re doing with these snippets of audio because it’s a couple of different benefits and one is that placing it at the beginning of your episode and having it be the sound byte that leads people into your content, so when you’re working with your editor and say hey we need a 15 second, we need a 30 second snippet because we’re gonna use that, once you have that snippet then you can proceed to make these audiogram and that gets you now, technically it’s a movie but it really shows up and when people are in their Twitter feed, I mean the life of a tweet I’ve heard is like seven minutes so you need to create content that makes them pause and if you just have hey download my episode, that’s not engaging enough. But listen to this sound byte where I talk and tell you why video marketing is important, you’ve got 240 characters in there, you can do posts like that in Twitter. 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 animated wav form, that’s gonna make them cause them to slow down. Just create engaging content that causes viewers and listeners to lean in and the sound bytes will give you that. So what podcasts are you listening to right now? I’m a big fan of Tim Ferriss’ podcast. He does a lot of good things, and then I try to listen to podcasts that get me out of my, like 99% Invisible, it’s a story-telling podcast, Radio Lab is a really good podcast I listen to as well. So I know we talked about a lot of action items, but the big question always at the end is, what’s one actual thing that a listener 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? If they’re interested in starting a podcast, we always say the first thing you can do is record your first episode, but you wanna do it with a quality microphone and the top recommended microphone is ATR2100. It’s got a USB plug and an XLR plug so it grows as you need it, but you can literally take that mike, plug it into your laptop and record your first episode. You never have to tell anyone about it. You can just record it, because that’s the hardest thing. People are worried, oh I don’t like the way my voice sounds, you never even have to play it for your mom. Just do it, just work it out. Your 10th episode’s gonna be better than your first, and your 50th is gonna be better than your 10th, but just do it if you’re serious about it. So what about people who are already podcasting, they’ve got the gear, they’ve got 100 episodes in the can, what’s one thing they can do? What they need to do is find out what other platform, what other audience they’re serving with their content, where they can share their content where it’s not visible. For example, if you’re talking to chiropractors on your show can you go to a chiropractor’s conference and set up a booth and say I wanna interview chiropractors live. You wanna be where your competition is not. So if you have a podcast with a specific topic, like I’m going to a conference this Friday, I’m literally doing back to back to back conferences. It’s call the Conscious Media Festival and it’s about people who are raising consciousness through media and so I set up a podcasting booth, I’m the only podcaster there. I wanna be where other podcasters are not but where I know my message is gonna resonate. For anyone who has a podcast, where can you be, or do a live version of your show? Get yourself out of your comfort zone. If you’ve just been doing Skype videos for the past year go to the park and do your next one on mobile. Keep pushing yourself out of your comfort zone and record a video for first one, or record a video promo for your podcast. You know people will think, well it’s just audio, but go on live and create a Facebook group. I know I’m giving you more than one, but the ideas keep coming. You have a lot to choose from. One of the biggest things I love is create a community around your podcasts. If you don’t have a private Facebook group for your podcasts, you’re behind the scenes group, do that today because people love behind the scenes, inside, the workings, how the sausage is made sort of stuff and I’m walking my dog and I’m like, “Hey guys I just had Jordan Harbinger on the show, “and he’s now moved away from, he’s got his new podcast “called the Jordan Harbinger Show, “and he’s talking about the challenges of starting “from zero and I’m really excited “about having that conversation.” So I’m like walking the dog and doing that, and that’s the best place to share content like that. For sure, it’s like you’ve got these people who are giving you, they’re sticky audiences, they’re giving you so much of their time. They’re inviting you into their living room, right? And to not serve them also, they’re already engaged. They want it, there’s a group of your audience that really wants to be your superfans. I create something called a retention hashtag at the end of my podcast episodes. Every time a guest comes on, I invent a hashtag, but I only say it at the end of the episode. So you have to listen to the whole thing and then you have to tweet about it. And there’s a coupla people that are superfans and every week I’m like whoa superfan, listen to the end. And you know who they are? Yeah
That’s so cool. Well I feel like you just flooded us with amazing information. Thank you so much for coming on, how can people find you? If they’re interested in any work around podcasts, it’s fullcast.co, but I’m active on Facebook, I’m active on Instagram and Twitter as well, so if you look up Harry Duran, you’ll be able to find me. Awesome, sounds good, thank you Harry, appreciate it. We hugged earlier, it’s awkward to hug in these chairs. We can do one of those. We’ll 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 you subscribe to the YouTube channel, and to whatever platform you’re listening to it on because you’re not gonna wanna 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.