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...yeah let's just dive right in dan. Did you want to kick us off? We had a kind of a cliffhanger at the end of last week from from what I saw on the Youtube video about podcast S. C. O. You wanna you wanna dive in and and give your hot take on how people can make their podcast. S SEO friendly. Fantastic. It is a frequent question I get is podcasts and search engine optimization essentially will transcripts help your S. E. O. Substantially or even a little bit, let's talk about that because it's like 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 and it's not that transcripts are bad. Transcripts are actually really useful for a number of different reasons. Um it certainly makes your podcast more accessible to those who are deaf and can't hear it. So the only thing they could do is read it. So they're helpful for that. They create a little bit of a better user experience if you embed it onto a blog page where you have the audio player on top transcript below. And for that reason, and because google can now read it a little bit, it does help S C. O. A little bit. I'm not talking about the kind of podcast S. C. O. Where you're getting ranked in the players, right? And the podcast apps, that's a different kind of S. C. O. And it doesn't affect that much at all. So that's off the table with transcripts but it can affect a little bit because now google can actually essentially read the podcast and so it can take into consideration that it might be worthwhile. But I know as a search engine, optimist or optimizer, someone who actually writes blog post for search engines all the time personally and have worked with teams to do this over and over again anytime I come up against a blog post where it's ranking with the transcript, I know that's easily knocked down because people don't like to read transcripts, they're not easy to read. Compared to a blog post, write a blog post are very scannable. You can usually find the information really quickly. The information is like not hidden in the transcript somewhere where it's kind of like person, a spokesperson bespoke person a spoke and even if you dress it up a little bit it can help a lot. But in general I don't find that it works well for S. C. O. Content. There's another big caveat that people usually miss if you want to use your podcast for S. C. O. Even if you have really robust transcripts it's probably not going to bring you a lot of traffic because 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 want to 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 the competition for those keywords and then how do we actually craft a page that actually hits, provides the answer to that intent. The question that they're asking when they're searching for that thing. So if you go through it with that mentality, you actually have to completely redo your whole podcast. You have to come at it with a list of topics, get your guests who are experts on 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 rig on google. If you do it that way then it works well. But then again I wouldn't if you're gonna put that much work into it, I wouldn't use a transcript, I'd be writing a whole blog post. The amount of work to hand transcribe and to write a blog post isn't too far off. It's worth the extra money if you're putting that much front end work into it to just write the blog post. So that's an often S. C. O. Misconception is that transcripts heavily improve S. Ceo. And it's kind of like not really it's not going to drive traffic because because you're not gonna be ranking for anything worthwhile if you rank at all. Yeah so that's where it fits in. Does anybody have any any follow on questions or thoughts to add to that? I know podcast S. C. O. Is something we get asked about a lot. There is uh recently I read something about google uh since they did the speech to text for podcasts. 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 I think even though transcript ng right now is it's not that good. I mean I'd rather have a summary of a podcast, you know when you when you go onto the page instead of the actual transcript but in future transcripts might be an option to think about, yep. Um We actually use a host that gives you automatic transcripts called Sounder. You can even just take their transcript copy and paste it underneath which is kind of a nice little start. They have they have their own transcription tool which works pretty well. Google is reading podcast now so they actually can see it. They are not yet placing it into rankings except unless you're searching for the word podcast, then they are taking it up and it's kind of like that, it's like a pre spot on top. Try it sometime like business podcasts or how to start a business podcast, right? And then 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 to work podcasts into actual um, certain topics like they have with Youtube videos, 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 and it's like boom Youtube video right at a minute and 32 seconds into this Youtube video 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 production service. We're selling to B two B marketing leaders. And so we wanted our podcast to rank for B two B marketing. And so one thing that we did, a very tactical thing that we did, the show was just named B two B growth. We actually changed our show name to be to be growth colon your daily B two B marketing podcast. And what's crazy about that now, we actually rank in podcast 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 whenever you put in B2B marketing podcasting, Google, our show actually ranks first in that little carousel that dan was just referring to. So be to be growth pops up as the very first result for B two B marketing podcast. But back to dan's earlier point in terms of like writing a blog post that actually satisfies that intent. If whatever it is your keyword is, we wrote an article about a year ago called 26 B two B marketing podcasts every marketer should listen to. So not only does our show pull up is the first thing in the carousel. We even beat out marketing professor who has significantly more reach and influence than we do, but the first article under B two B marketing podcast is an article that we wrote And we put ourselves on the list I think like 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 tangible example, One question that we got that was similar to this. And I'm curious if if any of you really have any thoughts on this dan, I think you saw the question come in, but it was from ken, do time stamps in show notes really make a difference? He says the context, you know, is it worth the effort of doing them? Many podcast players don't even surface the extended details where the time stamps usually live. Um, and then he, he sent me a couple of links of, you know, here's what it looks like with no tim stamps. Here's what the page looks like with time stamps. I know that I personally never look at time stamps on a podcast. So even if they did show in the show notes and apple podcasts, I would not necessarily go, but that's my own personal user behavior. Dan. Do you have any thoughts on this? I think right now it's not worth it. There are a few podcasts hosts that have these things called audio chapters where you kind of dynamically linked to certain segments of the podcast. I think I can't remember which one to do this, but one of the more popular buzz sprout I think does this. I think there's a few others that cast owes. No, not casto some...

...casted does this. Um, but most hosts will be getting that future soon because it's becoming more popular, but it's only, it's only in the embed on your actual website and that's where it kind of becomes nice if you are jumping from linked into a bed player and then just kind of want to jump to the section because the audio chapter, I know I do it on youtube every once in a while. But even then it's kind of rare where this has been known technology on Youtube for a long time and very few people 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 have extra time. I'd be curious just in the chat. If you actually, if you do use the time stamps whenever you're personally consuming podcasts, put that in the chat because I'd just be curious. I might be the exception. And yeah, I know I'm consuming podcast passively. Right? So you're not, you don't, you're not 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 the three places I consume it the most. And I'm not looking at my phone to even look at that kind of information, awesome. All right, this one I think rob Roseman who is here might actually have an answer for this. But this, this question came from peter Murphy Lewis. Uh he said, have you seen any nuanced ways to turn some structured podcasts into a book similar to what tim Ferriss did with Tribe of mentors is curious about what all goes into that. I know we have not done that yet, but rob you did that with your show. Right dad. The best I can. Yeah. Hey James, I got inspired to do it because copyrighting mentor of mine nev madura at copyrighting course dot com. He really advocates for repurposing the content and he got me turning them into blog posts and what I learned. He also was taking blog posts which were essentially google docs and turning those into books on amazon, which could be paperback or kindle and incredibly simple process. I was just transcribing podcasts, transcribing my podcast, getting it formatted by somebody I found on fiber, who knew how to prep it for amazon and I've got a paperback book now that I can have forever. So it's the coolest thing ever that James got a copy is uh So yeah, I mean the fact that it was paperback still blows my mind and literally 90% of that book is a podcast interview transcriptions that I did some editing on. But the content was just written for me. So I kind of used like the tim Ferriss tribe of mentors model, trying to take like highlights of the best interviews which you could use for subjects or whatever you want. But I mean, just another one of the incredible benefits of podcasts is that it can write a book for you. Yeah, you also put the rapid fire answers in here too. Looks like you've got quote. It's really, really, really cool. 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're watching this on youtube later, just search Dad the best I can. Obviously you've already seen it in action from tribe of mentors with tim Ferriss. But if you want to see another example, definitely go by dad the best I can and you can see how rob did it. Thanks for sharing that rob. Anybody else have any thoughts or have you executed this in a, in a similar or different way. Hi dan Sanchez here with a quick break from this episode, sponsor Vidyard. If you haven't started using personal video yet to enhance your marketing campaigns, you're missing out having the ability to quickly capture video and record my computer screen or both helps me not only create marketing assets faster, it makes them way more personable. I use personal videos in social media, email blast landing pages and even on our website, Vidyard makes it easy to record host in bed and share videos to...

...more deeply engaged with your ideal buyers prospects have told me repeatedly that they are blown away every time they get one for me. So sign up for Vidyard free today by going to Vidyard dot com slash GDP growth and just like you guys, the team at Vidyard can't keep up with all these promo codes on podcast so they are making signing up as easy as possible. So no promo code needed. Just go to Vidyard dot com slash GDP growth to start using Vidyard completely free and as a bonus get their 2021 B two B video trans guide. I'm doing a light version of this next month. I'm doing a, I'm writing a book on thought leadership and I'm doing a huge deep dive. I'm gonna be interviewing like 20-30 experts 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 be taking a lot of snippets from what they say and then giving them credit in the book to supplement what I'm already what I've already outlined what I'm already writing on. So in that way I'm taking podcast content then putting in the book and I might also do the reverse, take an actual written book and then turn it into a podcast. That will be like a one off podcast is like a free audiobook. People can go listen to awesome. Anybody else have any thoughts? Yeah, I was actually gonna not a book, but I was actually gonna do like kind of like a case study. So each of the episodes could be like a different chapter in the case study. I mean, I guess a book is a great idea. I mean if you turn it into a book or even an e book and then convert it into a book, it's a great idea. And uh, another thing I've done or a process of doing is doing a course from some of the chapters. As an example. You can link the podcast with the, the description and everything. So ken just joined us, can we answer your question earlier? So we'll have to, I'll have to send you the Youtube link so you can see uh see the question that we we actually talked about time stamps for quite a bit. So welcome. And uh, you can, you can check that out later. I appreciate it. Guys. Sorry there was a long client call there, so, but I missed it. All right. I'll see you on Youtube 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'm doing 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 list based upon their content strategy? More specifically making sure they talk about keywords that they want to rank for. Uh So when they first transcribe it, they're included in the blog, but secondly, right up a long form blog there to make sure the podcast content is being used there as well. Uh If so who does this any tips templates, ideas I know dan, this is something we talked about in conjunction with google alphabet soup. So if there's a core keyword, call it sales enablement that you're going after putting in sales enablement space, the letter A and seeing what pops up. So like sales enablement and uh analytics, sales enablement assessment, sales enablement answers, you know, and going through the alphabet B C D and then using google alphabet soup as a way to develop like OK, we know people are searching google for these specific topics related to the core topic that we want our show to be about. Now let me go and find a guest that can talk about sales enablement analytics so we can actually rank for that. I don't think we've actually started doing that though yet. Right dan. I'm doing it for the first time again with this deep dive. I'm doing a lot of things with this deep dive, second my second deep dive in and I have a lot I've been improving. In fact I can share maybe this is for a blog post someday. But I've come up with a more robust system of doing deep dives but part of it is topics 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 that leadership but a lot of most of it is key words and I'm gonna be presenting that to the guest list as their before...

...they come on to the interview letting them tell me like oh which one of these topics would you like to unpack in our pre interview and then kind of pick around how I can flush that on the interview and then just jump right into the interview. Ali you had mentioned in the comments, you said donald C kelly, does this like a master, Are you referring to repurposing podcast content into a course? No. So I put that in a little bit delayed. That was the key word thing. So he, for anybody that's been on his show, you basically have a predetermined number of titles and you get to pick from one. But for an example, my one was about linkedin voice notes. So that was one that I just felt back at two. But the other ones were about writing gray links in posts. Then it was about linked in profiles. So he'd obviously decided that for the month of May or whatever it's going to be linked in next month is about x keywords that's relatives or whatever he's doing. So obvious that's probably the most organized I've ever seen in terms of extremely mapping out the keywords. It kind of limited the title range a little bit but that was it was easy to pick from because I knew what I could talk about and it made it, did he do that in a pre interview ali or did he did he was that like a google form that he sent you prior to the episode? How did he how did he get that from you? That was yeah you got it right. It's a tight form type of thing where you get the bio the you know upload your headshot, that kind of thing. Then his virtual assistant follows up and says here are the topics in the next few weeks. Would you like to pick one or two and let me know your favorite and we'll go from there awesome. The one downside that I could see potentially to. That would be if you're using your chauffeur, content based networking and you're trying to get sea level VP level folks at your target accounts to be a guest on your show. I have found that whenever you add a lot of friction into the process of like figuring out what the topic is going to be there, it's just more reasons for them to uh not say yes and I haven't been through, I was on donald kelly show a long time ago, probably long before he started doing this. That would be the only word of caution that I would add. I I love that he's so intentional 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 about implementing something like that is like is this gonna is this gonna add too much friction into the host guest dynamic? But I would imagine it would also work if you just worked it into your, your pre interview. And so that's what we've started doing, like when, when somebody says he has to be on the show or like hey awesome, let's get you on a quick 15 to call it the host just to make sure you're comfortable nail down like the topic and then you just worked that into your pre interview process would be my thoughts. There any any additional thoughts dan or ali or I wouldn't mix them if you're trying to go after keyword content, don't let it do it separately from what you would do with 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 feel confident that they can speak to the topic, but they you're interviewing them and it's kind of becoming apparent that they don't know like the full answer that you know, they need, like, you know more about the topic and your you wouldn't consider yourself an expert in that specific topic. That happens to me all the time. So I'm like if I'm going to find someone to answer that topic, I'm going to go find people that I know there are going to be more likely to have the full answer that I know is going to do well on google and that that person is likely going to be very much a subject matter expert, probably another vendor, not necessarily somebody that could buy your product or service. I wanted to go on it and talk about cold email, but that wasn't in their theme for the next few months. So I did link 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 they want to go for a gov then have the pre cool and then say, hey look, we're thinking about these topics, they have to read them out specifically, like it's a menu, But then you can be a bit more prescriptive and sort of pick and choose or maybe create one because if it's that type of person, yeah, you're you're not gonna pigeonholed them, but you know, for the average guy or you know, for churning out episodes, I thought it was a good system. Yeah, I I really like it a lot. I'm also a big fan of diversifying your content, so not 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 a conference. And I think that the variance in that content, we're doing that, and a lot of these deep dives dance, talking to book authors who are not really ideal buyers for us. But he's also talking to practitioners that are VPs of marketing at BBB SAS, companies that could potentially buy from us. And so I think it's serving the objective of the business, which is to build strategic relationships with the right people. But it's also uh it's also making your content better because you're it's serving your listener in two different ways, listeners want to hear from practitioners, but then they also 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 since the beginning. Is that I mean I only interview subject experts on marketing, so if they could have their individual fields, for example, field marketing or content marketing and whatsoever, what I did was there's a site called Answer the Public. I'm sure you guys know that if it's like a field marketeer for example, I would type in field marketing and answer the public, I'll get a different load of questions. I would use that appropriately according to the profile of the interviewer or the interviewee and then I'll make the question so that it falls under that category so that I have a keyword search in my title and then the topic and the blog or the podcast itself talks about that entire topic. Well yeah, that that's a great point nominations where where you've used answer the public and some other stuff that we've done day on, haven't you? I think you were the one that pointed me to that tool originally, yep, it's a good, it's a good tool for ideation. I don't lean on it to have a way for telling me what people are searching on google, but it does kind of like broaden out of topic and all the different points you could speak to. Um I think it's actually perfect for coming up with podcast ideas awesome. We got a question from C. J. Who I saw in here commenting earlier uh It says I'm curious how you make the pitch to prospects to have them join your content creation and what commitments do you agree to you before recording it dan. I'll let you take this one since you're doing a lot of guests outreach for this deep dive coming up. I've been trying out a bunch of different things because we've had a form kind of a formula for its sweet fish and then I did A a. B. M. Deep diving kind of learned some different tactics and nuances. So I've been experimenting a lot with like email linkedin, personalizing it, doing generic outreach. And so far I'm finding that the generic outreach just just as well as 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 is what does that generic outreach look like you're, you're keeping it like two or 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 leadership marketers to interview for a B two B gross show series I'm doing on the topic. I saw you interview on this podcast and thought you would be a good fit. The show gets 100 and 60 K downloads a month interested. That's the 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 a different podcast that already interviewed, easy to reach out to them because they've already been on a podcast somewhere else and on the exact topic that I want. So it's like all my, all the people I wanted were all in one place. 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 about how they're growing their companies, looking for the latest tips and tricks interested. Yeah, lots of people say yes. I also don't think that we, we should overlook the fact that you're putting in there. The show gets 160,000 downloads a month because that's not the case for most shows. So what have your results been with that generic, non personalized message when you don't mention the downloads? I know from doing it for other podcasts, Even a podcast that sweet fish helped me launch that had no, no, uh I couldn't make that claim on that. I had a pretty easy time getting ahold of people. It just wasn't that hard. I think that's extra that certainly helps you get a higher level person because a few people I ask you if you don't mention it. I know um Leslie just did a whole deep dive and wasn't using that. So she asked the CMO of gong to be on our podcast and he was because he gets on a lot of podcast, he was like look how many downloads doesn't get, how many episodes have you done? And then she was able to go like oh we've done 2000 episodes, you'll probably get 1000 to 4000 downloads. And so that's where it helps is getting people that are frequently I'm sought after by podcast host but for most people you don't even need to mention it. Yeah C. J. Asked you know, can you fudge it? I think he's kidding. I said our podcast will have a billion downloads eventually. I wouldn't say fudge it. But but one thing that I've done in the past is talk about the social reach. So because we get really good reach on linkedin, you know, hey, when we promote this episode, it'll likely get 5 to 15,000 views on Lincoln. So something like that, C J, I think could help, especially when before the podcast has, you know, a substantive number of downloads itself. So something to try there 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 being here. We'll get this up on Youtube. If you just search sweet fish Media, it's in the playlist for me to be podcasting, Q and A. So you can see those at any time. You can see last week's just subscribe there on youtube, you can check that out at any time. That way you don't have to blow up your inbox is every time we get one up. But thank you all a ton and we'll see you next week for the longest time. I was asking people to leave a review of GDP growth in apple podcasts, but I realized that was kind of stupid because leaving a review is way harder than just leaving a simple rating. So I'm changing my tune a bit. Instead of asking you to leave 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 the number of stars you want to give us no review necessary. Super easy. And I promise 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 and I'll send on your way, text me at 407-49033-8.

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