Building an Audience vs Borrowing an Audience

ABOUT THIS EPISODE

Welcome back to another SOLO EPISODE OF B Tob Growth. My name is James Carbery and one of the cohosts of this podcast, and if you are new to the show, I'll just do a brief explanation. During the week, five days a week, we do interviews with CEOS, VPS of marketing CMOS at BTB companies, but on the weekends we switch it up a little bit and I've been doing these solo episodes for the last couple months. Hopefully this episode brings your value. Today we're going to be talking about the importance of building your own audience versus trying to siphon off of, or really being too heavily reliant on, other people's audiences. We get a lot of people asking us to be a guest on this show, and rightfully so. There's you know, this show gets over sixtyzero downloads a month and every episode is getting downloaded between one fifteen hundred to twenty five hundred times, depending on, you know how much the topic resonates with with our listeners. But we have people...

...all the time saying hey, we just you know, we just launched a book or were about to release our book, or we're about to release, you know, some asset that they've spent a lot of time creating and they are very heavily reliant on getting on other people's podcasts, being featured in other people's blogs, having other people right about them to their email list and they have spent very little time developing their own audience, when in reality, when you have your own audience, you don't have to be as reliant on other people's channels because you've built your own fanbase. I think that a lot of folks neglect to build their own audience because, honestly, it's just easier to ask a bunch of people that already have podcasts or already have big email lists, already have big followings on social to talk about your thing. But I actually don't think that's a very smart long game play at all. For one,...

...you're going to you're the well will eventually run dry. You can only go back to your friends that have podcasts and big audience has so often before they finally just say hey, man, like I'm, I don't want to keep promoting your stuff, and so I think the logic is the logic is pretty straightforward. I don't think that you're going to find a lot of people that would argue against the fact that building your own audience is a smart move, but there are really, in my opinion too too, really important steps to building your audience. I'm still in the very early phases of, you know, building sweetfishes audience, but we've we've we've done on. Our approach to audience building is really contingent on these two things. The first thing is to create consistent content. For us, we do that with this show, having an interview based show where the content is not coming out of us,...

...it's coming out of the guests that we interview and, based on the content that we're getting from this show, it's populating all the other channels that were supplying content to. But I think the the number one thing that you've got to figure out. You've got to figure out a system to consistently create content. Maybe that means hiring someone to do this, maybe it means, you know, speaking into voice memos and having hiring freelancer or having somebody on your team take those voice memos and turn it into other types of content, be it visual assets or written content. But you have to be putting out content consistently. We do it daily and we've been doing daily for three and a half years and we are starting to see enormous returns on the investment of that time. People that come to our website because they found some random episode that we did hundreds of episodes ago. The way I look at it, you...

...know, a lot of people say it's quality versus quantity. I actually think it's both. Obviously nobody wants to put out bad quality content, but if you get a framework, if you get your framework right, you can put out quality content like we're doing with BB growth. I obviously am biased, but I think that the interviews that we're putting out every day or incredibly tactical, practical and I think I think that folks get a lot of value from it, based on the feedback that we get. But in that we're able to do it daily because we're not having to come up with the content ourselves. We know what questions to ask, we know how to we know how to frame up the interview so that the guest knows the type of value we want them to deliver going into it. We've built a framework that allows us to create quality content consistently with quantity. And so once you've figured out your framework. Maybe it's not a podcast, maybe it's something else. Creating your frameworkk to create consistent content. I'd argue that you know doing doing something I...

...would strive to do daily, because we I've because of the enormous upside that I've experienced in doing that. But if you're far away from doing that, at least at minimum, try to go weekly. Once you've established that framework for how you're going to produce content regularly, consistently, at least once a week, then I would strongly earned you to start focusing on a channel. For us, the first channel that we focused on, obviously, was this podcast. So ranking for strategic terms, with an itunes and and continuing to build, you know, more and more content inside of our podcast. Once I felt like we had that nailed and and really downpat I started going heavy, heavy, heavy into Linkedin, and so I started taking content from this show, I started taking other thoughts that I was thinking about how we were growing and and what what we were learning as a team. I started turning...

...out into long form linkedin content. started seeing enormous traction on Linkedin and notice the the uploads are the the UPLOADS, the the uptick in downloads of this show when I started getting really active on Linkedin. We're significant, so people were finding me on Linkedin and they were going back and listening to this show. As as I'm starting to really feel like I've got my head around Linkedin, the the podcast engine is still running, so it's not like we took the foot off the gas pedal with BB growth. We added linked into that and now we're starting to add instagram to that. So I'm starting to get more and more active with instagram stories my personal brand. Haven't started to do it with the company's brand, but I'm just adding channel after channel. But I'm but I'm giving myself time to really figure out each of these channels. I'm not going all in. Had I tried to do the podcast, past and Linkedin and instagram all at the same time, I would have fallen flat...

...on my face and I wouldn't have gotten anything done. Because I've started to I don't want to see master these because that I'm a master of any of them. But but as I started to kind of get my head around how I can create consistent quality content on each of these platforms, I have now started doing that and the more I do that, the more opportunities I have for folks to find out about us and ultimately trail them back to all the different places that that I put out condent so I'm talking about content I put on Linkedin, on instagram. I'm constantly referring back to our podcast on instagram and Linkedin. I'm talking about instagram on on Linkedin. So I'm I'm talking, I'm kind of cross promoting all of these different channels as I put out content on each of the unique channels, but I didn't focus on all three at first. So if you, if there's currently not a channel that you're owning and creating content on daily, I would I would challenge you to figure...

...out how do I create consistent quality content on one channel? Maybe for you that's Linkedin, maybe for you that's a daily email series, maybe you know, maybe it's maybe it's Instagram, it could be a podcast, whatever it is for you, I would strongly suggest you figure out how to what is the framework that I need to create consistent quality content and what channel am I going to own in the distribution of that content, knowing that as you own those channels more and more, you're going to be more comfortable expanding to your next channel so at the end of the day, I want you to own your audience. I want you to build your audience instead of having to depend on other people's audiences every time that you want to get the word out about whatever it is that you're doing, because you are going to get have much more success reaching your own audience, audience that is is trusting you all throughout the year, not just when you're launching a book. And so when you...

...do go to want that book and you do get on other people's podcasts and and you get featured in other people's blogs and you can, you can point people back to your rabbit trail of of incredible content that you're putting out throughout the year and and really get people glued to you as a brand. So hopefully this is helpful. I've been thinking about that, this idea a lot lately, especially this morning, and so really, really, really passionate about folks owning, owning their audience, building their audience instead of trying to piggyback off of other people's audience all the time. So thanks lot for listening and hope this is helpful.

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