Andy’s expertise lies in interviewing guests on podcasts, but he also enjoys diving into automated marketing like Drip campaigns and figuring out strategies to move customers along. As he went deeper into content, he realized how generic the content was and how little was written by experts. Everyone was talking about content marketing but nobody was doing it well.
“Podcasting is really the quickest way to do that, because it lets you tap into the expertise of people who have been in the space, who have been trying these things, for years, and decades.”
Andy discusses the challenges of podcasting, like establishing your own expertise when you’re interviewing experts.
He did this by taking a more active role in the interview process as he gained more knowledge, identifying trends, adding context, and asking questions that the listeners would ask themselves. Another way that he builds his authority is by creating standalone pieces from podcast content like a blog post or summaries of the episodes themselves.
Andy finds value in show notes and transcription. Even if you’re not sure how to package the content yet, having a library of high-quality words from experts can become anything, from an ultimate guide on your website to a book.
All Things Considered
Before creating your podcast, Andy believes it is vital to understand exactly who your audience is. His advice is to make sure you answer yes to the following: do we have a clear person we can speak to? Will they care what we are going to talk about? Will this affect our bottom line?
Ads on your podcast can affect your bottom line, but Andy believes it is foolish if you have a business, to be focused on ads. If you’re just a publisher and sharing content, then using ad revenue to justify your efforts and fuel your production makes sense.
“You have a business. You have a product that you make money off of. Make more money from that, drive leads to that, drive interest in what you do, rather than worrying about numbers.”
You want to focus on driving numbers for the product you’re actually selling. The market research, content marketing, and relationships that stem from a podcast are more valuable than ad dollars.
“When you’re able to build that connection with them and give them what they see as a pretty big favor, they’re going to be more than happy to help you out and stick around for the long run for your business.”
Tools & Outsourcing
Andy’s business is made up of a small, organized team who helps with different pieces of the process. He uses Trello to keep track of his teams and his role is to continue optimizing the process. Trello helps him see a birds-eye view of what’s happening, Google Docs keeps track of their templates, and Streak helps them schedule emails.
His final advice is to prioritize and outsource what you can so that you can do the work you’re good at.