B2B Growth: Your Daily B2B Marketing Podcast
B2B Growth: Your Daily B2B Marketing Podcast

Episode 2061 · 6 months ago

More of Your B2B Podcasting Questions, Answered

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...yeah let's just dive right in dan. Did youwant to kick us off? We had a kind of a cliffhanger at the end of last weekfrom from what I saw on the Youtube video about podcast S. C. O. You wannayou wanna dive in and and give your hot take on how people can make theirpodcast. S SEO friendly. Fantastic. It is a frequent question I get ispodcasts and search engine optimization essentially will transcripts help yourS. E. O. Substantially or even a little bit, let's talk about that because it'slike a yes and but not in the way you would hope not the way you would expect.So a lot of companies and put a lot of time and effort into transcripts andit's not that transcripts are bad. Transcripts are actually really usefulfor a number of different reasons. Um it certainly makes your podcast moreaccessible to those who are deaf and can't hear it. So the only thing theycould do is read it. So they're helpful for that. They create a little bit of abetter user experience if you embed it onto a blog page where you have theaudio player on top transcript below. And for that reason, and because googlecan now read it a little bit, it does help S C. O. A little bit. I'm nottalking about the kind of podcast S. C. O. Where you're getting ranked in theplayers, right? And the podcast apps, that's a different kind of S. C. O. Andit doesn't affect that much at all. So that's off the table with transcriptsbut it can affect a little bit because now google can actually essentiallyread the podcast and so it can take into consideration that it might beworthwhile. But I know as a search engine, optimist or optimizer, someonewho actually writes blog post for search engines all the time personallyand have worked with teams to do this over and over again anytime I come upagainst a blog post where it's ranking with the transcript, I know that'seasily knocked down because people don't like to read transcripts, they'renot easy to read. Compared to a blog post, write a blog post are veryscannable. You can usually find the information really quickly. Theinformation is like not hidden in the transcript somewhere where it's kind oflike person, a spokesperson bespoke person a spoke and even if you dress itup a little bit it can help a lot. But in general I don't find that it workswell for S. C. O. Content. There's another big caveat that people usuallymiss if you want to use your podcast for S. C. O. Even if you have reallyrobust transcripts it's probably not going to bring you a lot of trafficbecause chances are you're using the podcast that come up with great content.That will work well for your podcast to work well for social. But if you wantto rank well on google, you have to do the work ahead of time of coming up.What topics are people actually searching for and what, what's thecompetition for those keywords and then how do we actually craft a page thatactually hits, provides the answer to that intent. The question that they'reasking when they're searching for that thing. So if you go through it withthat mentality, you actually have to completely redo your whole podcast. Youhave to come at it with a list of topics, get your guests who are expertson that topic and you can deliver it and then asking the right questions.You kind of get the content essentially to make the blog post that didn't rigon google. If you do it that way then it works well. But then again Iwouldn't if you're gonna put that much work into it, I wouldn't use atranscript, I'd be writing a whole blog post. The amount of work to handtranscribe and to write a blog post isn't too far off. It's worth the extramoney if you're putting that much front end work into it to just write the blogpost. So that's an often S. C. O. Misconception is that transcriptsheavily improve S. Ceo. And it's kind of like not really it's not going todrive traffic because because you're not gonna be ranking for anythingworthwhile if you rank at all. Yeah so that's where it fits in. Does anybodyhave any any follow on questions or thoughts to add to that? I know podcastS. C. O. Is something we get asked about a lot. There is uh recently Iread something about google uh since they did the speech to text forpodcasts. I heard that they were soon...

...going to implement ah it into the S. E.R. P. System ah the search engine results page. So um more and more Ithink even though transcript ng right now is it's not that good. I mean I'drather have a summary of a podcast, you know when you when you go onto the pageinstead of the actual transcript but in future transcripts might be an optionto think about, yep. Um We actually use a host that gives you automatictranscripts called Sounder. You can even just take their transcript copyand paste it underneath which is kind of a nice little start. They have theyhave their own transcription tool which works pretty well. Google is readingpodcast now so they actually can see it. They are not yet placing it intorankings except unless you're searching for the word podcast, then they aretaking it up and it's kind of like that, it's like a pre spot on top. Try itsometime like business podcasts or how to start a business podcast, right? Andthen you'll start to see podcasting in the surface. But those aren't very,they just don't have very high volume and they haven't figured out how towork podcasts into actual um, certain topics like they have with Youtubevideos, Youtube videos are getting worked into all kinds of queries,whether they're searching for videos or not. They're like how to tie a tie andit's like boom Youtube video right at a minute and 32 seconds into this Youtubevideo watch it. That's how to tie a tie because honestly it was the best answer.One thing that we've tried to do, so we are service a podcast productionservice. We're selling to B two B marketing leaders. And so we wanted ourpodcast to rank for B two B marketing. And so one thing that we did, a verytactical thing that we did, the show was just named B two B growth. Weactually changed our show name to be to be growth colon your daily B two Bmarketing podcast. And what's crazy about that now, we actually rank inpodcast players. If you search B two B marketing in apple podcasts, we pop up,I think it's the fourth search result natively in the app. But then wheneveryou put in B2B marketing podcasting, Google, our show actually ranks firstin that little carousel that dan was just referring to. So be to be growthpops up as the very first result for B two B marketing podcast. But back todan's earlier point in terms of like writing a blog post that actuallysatisfies that intent. If whatever it is your keyword is, we wrote an articleabout a year ago called 26 B two B marketing podcasts every marketershould listen to. So not only does our show pull up is the first thing in thecarousel. We even beat out marketing professor who has significantly morereach and influence than we do, but the first article under B two B marketingpodcast is an article that we wrote And we put ourselves on the list I thinklike number three or 7 or something like that. So that's how we executed.You know what dan's advice was earlier just to give you guys a tangibleexample, One question that we got that was similar to this. And I'm curious ifif any of you really have any thoughts on this dan, I think you saw thequestion come in, but it was from ken, do time stamps in show notes reallymake a difference? He says the context, you know, is it worth the effort ofdoing them? Many podcast players don't even surface the extended details wherethe time stamps usually live. Um, and then he, he sent me a couple of linksof, you know, here's what it looks like with no tim stamps. Here's what thepage looks like with time stamps. I know that I personally never look attime stamps on a podcast. So even if they did show in the show notes andapple podcasts, I would not necessarily go, but that's my own personal userbehavior. Dan. Do you have any thoughts on this? I think right now it's notworth it. There are a few podcasts hosts that have these things calledaudio chapters where you kind of dynamically linked to certain segmentsof the podcast. I think I can't remember which one to do this, but oneof the more popular buzz sprout I think does this. I think there's a few othersthat cast owes. No, not casto some...

...casted does this. Um, but most hostswill be getting that future soon because it's becoming more popular, butit's only, it's only in the embed on your actual website and that's where itkind of becomes nice if you are jumping from linked into a bed player and thenjust kind of want to jump to the section because the audio chapter, Iknow I do it on youtube every once in a while. But even then it's kind of rarewhere this has been known technology on Youtube for a long time and very fewpeople still take advantage of it. It's kind of like an extra credit thing.It's not even the icing on the cake. It's like a few sprinkles. If you haveextra time. I'd be curious just in the chat. If you actually, if you do usethe time stamps whenever you're personally consuming podcasts, put thatin the chat because I'd just be curious. I might be the exception. And yeah, Iknow I'm consuming podcast passively. Right? So you're not, you don't, you'renot even looking at your phone. You're doing whatever it is you're doing,you're on a run your in the car, you're folding laundry at least. Those are thethree places I consume it the most. And I'm not looking at my phone to evenlook at that kind of information, awesome. All right, this one I thinkrob Roseman who is here might actually have an answer for this. But this, thisquestion came from peter Murphy Lewis. Uh he said, have you seen any nuancedways to turn some structured podcasts into a book similar to what tim Ferrissdid with Tribe of mentors is curious about what all goes into that. I knowwe have not done that yet, but rob you did that with your show. Right dad. Thebest I can. Yeah. Hey James, I got inspired to do it because copyrightingmentor of mine nev madura at copyrighting course dot com. He reallyadvocates for repurposing the content and he got me turning them into blogposts and what I learned. He also was taking blog posts which wereessentially google docs and turning those into books on amazon, which couldbe paperback or kindle and incredibly simple process. I was just transcribingpodcasts, transcribing my podcast, getting it formatted by somebody Ifound on fiber, who knew how to prep it for amazon and I've got a paperbackbook now that I can have forever. So it's the coolest thing ever that Jamesgot a copy is uh So yeah, I mean the fact that it was paperback still blowsmy mind and literally 90% of that book is a podcast interview transcriptionsthat I did some editing on. But the content was just written for me. So Ikind of used like the tim Ferriss tribe of mentors model, trying to take likehighlights of the best interviews which you could use for subjects or whateveryou want. But I mean, just another one of the incredible benefits of podcastsis that it can write a book for you. Yeah, you also put the rapid fireanswers in here too. Looks like you've got quote. It's really, really, reallycool. I, I bought the book probably, I don't know eight or nine months ago.And uh and so this is a brilliant execution. So whoever peter if you'rewatching this on youtube later, just search Dad the best I can. Obviouslyyou've already seen it in action from tribe of mentors with tim Ferriss. Butif you want to see another example, definitely go by dad the best I can andyou can see how rob did it. Thanks for sharing that rob. Anybody else have anythoughts or have you executed this in a, in a similar or different way. Hi danSanchez here with a quick break from this episode, sponsor Vidyard. If youhaven't started using personal video yet to enhance your marketing campaigns,you're missing out having the ability to quickly capture video and record mycomputer screen or both helps me not only create marketing assets faster, itmakes them way more personable. I use personal videos in social media, emailblast landing pages and even on our website, Vidyard makes it easy torecord host in bed and share videos to...

...more deeply engaged with your idealbuyers prospects have told me repeatedly that they are blown awayevery time they get one for me. So sign up for Vidyard free today by going toVidyard dot com slash GDP growth and just like you guys, the team at Vidyardcan't keep up with all these promo codes on podcast so they are makingsigning up as easy as possible. So no promo code needed. Just go to Vidyarddot com slash GDP growth to start using Vidyard completely free and as a bonusget their 2021 B two B video trans guide. I'm doing a light version ofthis next month. I'm doing a, I'm writing a book on thought leadershipand I'm doing a huge deep dive. I'm gonna be interviewing like 20-30experts on thought leadership this month but released in the month of june,I won't be taking their answers and putting them into a book but I will betaking a lot of snippets from what they say and then giving them credit in thebook to supplement what I'm already what I've already outlined what I'malready writing on. So in that way I'm taking podcast content then putting inthe book and I might also do the reverse, take an actual written bookand then turn it into a podcast. That will be like a one off podcast is likea free audiobook. People can go listen to awesome. Anybody else have anythoughts? Yeah, I was actually gonna not a book, but I was actually gonna dolike kind of like a case study. So each of the episodes could be like adifferent chapter in the case study. I mean, I guess a book is a great idea. Imean if you turn it into a book or even an e book and then convert it into abook, it's a great idea. And uh, another thing I've done or a process ofdoing is doing a course from some of the chapters. As an example. You canlink the podcast with the, the description and everything. So ken justjoined us, can we answer your question earlier? So we'll have to, I'll have tosend you the Youtube link so you can see uh see the question that we weactually talked about time stamps for quite a bit. So welcome. And uh, youcan, you can check that out later. I appreciate it. Guys. Sorry there was along client call there, so, but I missed it. All right. I'll see you onYoutube also. Sorry for making you fill out a form at the beginning of this.Did not know that was going to happen. So I am a clearly have no idea what I'mdoing with zoom. All right. This next one is another one from peter Murphy.Lewis, he said, are there any BB podcasters who map out their guest listbased upon their content strategy? More specifically making sure they talkabout keywords that they want to rank for. Uh So when they first transcribeit, they're included in the blog, but secondly, right up a long form blogthere to make sure the podcast content is being used there as well. Uh If sowho does this any tips templates, ideas I know dan, this is something we talkedabout in conjunction with google alphabet soup. So if there's a corekeyword, call it sales enablement that you're going after putting in salesenablement space, the letter A and seeing what pops up. So like salesenablement and uh analytics, sales enablement assessment, sales enablementanswers, you know, and going through the alphabet B C D and then usinggoogle alphabet soup as a way to develop like OK, we know people aresearching google for these specific topics related to the core topic thatwe want our show to be about. Now let me go and find a guest that can talkabout sales enablement analytics so we can actually rank for that. I don'tthink we've actually started doing that though yet. Right dan. I'm doing it forthe first time again with this deep dive. I'm doing a lot of things withthis deep dive, second my second deep dive in and I have a lot I've beenimproving. In fact I can share maybe this is for a blog post someday. ButI've come up with a more robust system of doing deep dives but part of it istopics to cover which are all all the different keywords and then questions.I've heard people talk about things that I wanted to know about thatleadership but a lot of most of it is key words and I'm gonna be presentingthat to the guest list as their before...

...they come on to the interview lettingthem tell me like oh which one of these topics would you like to unpack in ourpre interview and then kind of pick around how I can flush that on theinterview and then just jump right into the interview. Ali you had mentioned inthe comments, you said donald C kelly, does this like a master, Are youreferring to repurposing podcast content into a course? No. So I putthat in a little bit delayed. That was the key word thing. So he, for anybodythat's been on his show, you basically have a predetermined number of titlesand you get to pick from one. But for an example, my one was about linkedinvoice notes. So that was one that I just felt back at two. But the otherones were about writing gray links in posts. Then it was about linked inprofiles. So he'd obviously decided that for the month of May or whateverit's going to be linked in next month is about x keywords that's relatives orwhatever he's doing. So obvious that's probably the most organized I've everseen in terms of extremely mapping out the keywords. It kind of limited thetitle range a little bit but that was it was easy to pick from because I knewwhat I could talk about and it made it, did he do that in a pre interview alior did he did he was that like a google form that he sent you prior to theepisode? How did he how did he get that from you? That was yeah you got itright. It's a tight form type of thing where you get the bio the you knowupload your headshot, that kind of thing. Then his virtual assistantfollows up and says here are the topics in the next few weeks. Would you liketo pick one or two and let me know your favorite and we'll go from thereawesome. The one downside that I could see potentially to. That would be ifyou're using your chauffeur, content based networking and you're trying toget sea level VP level folks at your target accounts to be a guest on yourshow. I have found that whenever you add a lot of friction into the processof like figuring out what the topic is going to be there, it's just morereasons for them to uh not say yes and I haven't been through, I was on donaldkelly show a long time ago, probably long before he started doing this. Thatwould be the only word of caution that I would add. I I love that he's sointentional about like, hey, these are the keywords that we're going after.What can you speak to? Uh that would be my only word of caution aboutimplementing something like that is like is this gonna is this gonna addtoo much friction into the host guest dynamic? But I would imagine it wouldalso work if you just worked it into your, your pre interview. And so that'swhat we've started doing, like when, when somebody says he has to be on theshow or like hey awesome, let's get you on a quick 15 to call it the host justto make sure you're comfortable nail down like the topic and then you justworked that into your pre interview process would be my thoughts. There anyany additional thoughts dan or ali or I wouldn't mix them if you're trying togo after keyword content, don't let it do it separately from what you would dowith content based networking. If you're doing it for a keyword content.Oftentimes the kind of people you're interviewing may not like they may feelconfident that they can speak to the topic, but they you're interviewingthem and it's kind of becoming apparent that they don't know like the fullanswer that you know, they need, like, you know more about the topic and youryou wouldn't consider yourself an expert in that specific topic. Thathappens to me all the time. So I'm like if I'm going to find someone to answerthat topic, I'm going to go find people that I know there are going to be morelikely to have the full answer that I know is going to do well on google andthat that person is likely going to be very much a subject matter expert,probably another vendor, not necessarily somebody that could buyyour product or service. I wanted to go on it and talk aboutcold email, but that wasn't in their theme for the next few months. So I didlink to him because I'm perfectly comfortable and very fluent on that.He's definitely not getting a Gary V to...

...talk about whatever is in their bucket.So in a way, like you said, I think you gotta mix carefully and maybe if theywant to go for a gov then have the pre cool and then say, hey look, we'rethinking about these topics, they have to read them out specifically, likeit's a menu, But then you can be a bit more prescriptive and sort of pick andchoose or maybe create one because if it's that type of person, yeah, you'reyou're not gonna pigeonholed them, but you know, for the average guy or youknow, for churning out episodes, I thought it was a good system. Yeah, I Ireally like it a lot. I'm also a big fan of diversifying your content, sonot just having decision makers at your target accounts, be guests on your show,but also having, you know, deep subject matter experts that spoke at aconference. And I think that the variance in that content, we're doingthat, and a lot of these deep dives dance, talking to book authors who arenot really ideal buyers for us. But he's also talking to practitioners thatare VPs of marketing at BBB SAS, companies that could potentially buyfrom us. And so I think it's serving the objective of the business, which isto build strategic relationships with the right people. But it's also uh it'salso making your content better because you're it's serving your listener intwo different ways, listeners want to hear from practitioners, but then theyalso want to hear from from subject matter experts. So that's a great point.Ali thanks for sharing that. You know what I've always started doing sincethe beginning. Is that I mean I only interview subject experts on marketing,so if they could have their individual fields, for example, field marketing orcontent marketing and whatsoever, what I did was there's a site called Answerthe Public. I'm sure you guys know that if it's like a field marketeer forexample, I would type in field marketing and answer the public, I'llget a different load of questions. I would use that appropriately accordingto the profile of the interviewer or the interviewee and then I'll make thequestion so that it falls under that category so that I have a keywordsearch in my title and then the topic and the blog or the podcast itselftalks about that entire topic. Well yeah, that that's a great pointnominations where where you've used answer the public and some other stuffthat we've done day on, haven't you? I think you were the one that pointed meto that tool originally, yep, it's a good, it's a good tool for ideation. Idon't lean on it to have a way for telling me what people are searching ongoogle, but it does kind of like broaden out of topic and all thedifferent points you could speak to. Um I think it's actually perfect forcoming up with podcast ideas awesome. We got a question from C. J. Who I sawin here commenting earlier uh It says I'm curious how you make the pitch toprospects to have them join your content creation and what commitmentsdo you agree to you before recording it dan. I'll let you take this one sinceyou're doing a lot of guests outreach for this deep dive coming up. I've beentrying out a bunch of different things because we've had a form kind of aformula for its sweet fish and then I did A a. B. M. Deep diving kind oflearned some different tactics and nuances. So I've been experimenting alot with like email linkedin, personalizing it, doing genericoutreach. And so far I'm finding that the generic outreach just just as wellas personalizing it, which I was surprised. So now I'm just I'm like,okay, I'll open up my 30 people I want to contact and just send the message iswhat does that generic outreach look like you're, you're keeping it like twoor three sentences, right? Yeah, like I can read you the script I'm sending now.It's something like first name. I'm looking for Thought leadershipmarketers to interview for a B two B gross show series I'm doing on thetopic. I saw you interview on this podcast and thought you would be a goodfit. The show gets 100 and 60 K downloads a month interested. That'sthe current script. So you are doing a little bit of personal personalized.But even if I for that's because I have a whole group of people I found on adifferent podcast that already interviewed, easy to reach out to thembecause they've already been on a podcast somewhere else and on the exacttopic that I want. So it's like all my, all the people I wanted were all in oneplace. Um but I'm sending out a lot of...

...messages that don't have that in there.I'm just like, hey, I'm looking for B two B marketing leaders to talk abouthow they're growing their companies, looking for the latest tips and tricksinterested. Yeah, lots of people say yes. I also don't think that we, weshould overlook the fact that you're putting in there. The show gets 160,000downloads a month because that's not the case for most shows. So what haveyour results been with that generic, non personalized message when you don'tmention the downloads? I know from doing it for other podcasts, Even apodcast that sweet fish helped me launch that had no, no, uh I couldn'tmake that claim on that. I had a pretty easy time getting ahold of people. Itjust wasn't that hard. I think that's extra that certainly helps you get ahigher level person because a few people I ask you if you don't mentionit. I know um Leslie just did a whole deep dive and wasn't using that. So sheasked the CMO of gong to be on our podcast and he was because he gets on alot of podcast, he was like look how many downloads doesn't get, how manyepisodes have you done? And then she was able to go like oh we've done 2000episodes, you'll probably get 1000 to 4000 downloads. And so that's where ithelps is getting people that are frequently I'm sought after by podcasthost but for most people you don't even need to mention it. Yeah C. J. Askedyou know, can you fudge it? I think he's kidding. I said our podcast willhave a billion downloads eventually. I wouldn't say fudge it. But but onething that I've done in the past is talk about the social reach. So becausewe get really good reach on linkedin, you know, hey, when we promote thisepisode, it'll likely get 5 to 15,000 views on Lincoln. So something likethat, C J, I think could help, especially when before the podcast has,you know, a substantive number of downloads itself. So something to trythere as well. All right, it's the top of the hour. We gotta jump off here.We've already had a few people jump off. But thank you all so much for beinghere. We'll get this up on Youtube. If you just search sweet fish Media, it'sin the playlist for me to be podcasting, Q and A. So you can see those at anytime. You can see last week's just subscribe there on youtube, you cancheck that out at any time. That way you don't have to blow up your inbox isevery time we get one up. But thank you all a ton and we'll see you next week for the longest time. I was askingpeople to leave a review of GDP growth in apple podcasts, but I realized thatwas kind of stupid because leaving a review is way harder than just leavinga simple rating. So I'm changing my tune a bit. Instead of asking you toleave a review, I'm just gonna ask you to go to be be growth in apple podcasts,scroll down until you see the ratings and reviews section and just tap thenumber of stars you want to give us no review necessary. Super easy. And Ipromise it will help us out a ton. If you want a copy of my book,content-based networking, just shoot me a text after you leave the rating andI'll send on your way, text me at 407-49033-8.

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