John Corcoran: 11:25
So. This goes back to the way that podcasts are constructed. So there’s something called an RSS feed, which is the feed that spits out your podcast. You upload your recording, and then the RSS feed sends it to different distribution channels. And that’s what’s really cool is it is by its very nature multi-channel. So you’re recording a conversation once, and then it’s going to multiple different places.
And so it’s giving you more exposure. And so again, it goes back to if you just do the thing, if you just do the work of creating the podcast episodes and then producing it, which we talked about in the previous episode, and then distributing them out by default is multi-channel.
So people talk about like being everywhere, having exposure, getting known in their industry. This is one of the best ways to do it. And so functionally, the way it works is it’s through an RSS feed. You have an audio host. Every podcast needs an audio host, just like every website needs a web host. You need to have an audio host. And through your audio host, you select the different channels that you’re going to send that podcast episode out to. Spotify, Apple Podcasts, YouTube, things like that.
And then there are other ones that don’t exactly fit the mold. So you don’t do it through your audio distribution channel like a, you know, like the Czech market, but you can manually add the content. So for example, LinkedIn is one of those or Twitter is one of those where you can’t, you know, automatically in one click, take the podcast episode and it goes to these other channels because there are different formats. But you know, behind the scenes, a team like ours can go and do that. They can slice it up, they can make the format native to that channel that you want to be on, like Twitter X, like LinkedIn.
And then you can, you can be present on those channels as well.
Chad Franzen: 13:27
Is there a mainstream channel that you would particularly say should be prioritized? Like if I’m listening to a podcast or watching one, it’s pretty much on YouTube. Yeah. For me.
John Corcoran: 13:37
Yeah.
Chad Franzen: 13:37
Is that one that you’d recommend?
John Corcoran: 13:39
Well, yeah. And you make a great point if everyone listens to different places. Well, not everyone. The vast majority of the podcast consumption these days is Spotify, YouTube and Apple Podcasts. Those are the main ones.
You also want to leverage your own website because you want to put that content onto your website so you can send people back to your website, which presumably is also for your business, is for your services or whatever it is that you are involved in. So you want to push people back to that place. But yeah, definitely the big ones. YouTube, Spotify, Apple Podcasts. Absolutely, must be in those places.
Chad Franzen: 14:23
So we’ve, we’ve launched our podcast. We’re working on marketing it, repurposing the content, and getting it promoted to multiple channels. And now we want to, we want to grow and distribute the podcast. How can, how can somebody effectively grow the podcast and then build a distribution campaign?
John Corcoran: 14:42
This is a common question that people ask when they’ve gotten the podcast launched. They’ve been out for a couple of months or a year or something like that. And then they want to know what’s the next big challenge? How do I grow it? How do I get further distribution and how do I actually build distribution campaigns?
And there’s a lot of different ways that you can grow it. The overarching thing I would say is that people like to consume other content on the channels that they prefer. So if someone prefers consuming content on TikTok, it’s going to be really hard to get them to move over to LinkedIn and vice versa. People prefer to be on the channel that they’re on. So what that means for podcasting is if you have a podcast, one of the best ways to grow a podcast is through other podcast channels.
So going and being a guest on other podcasts is a great way because people that listen to other podcasts, they’re more likely to come over, check out your show and listen to your show. But distribution campaigns is another piece as well. So a distribution campaign could be something that you do around the podcast in order to get further growth. And one I love, this is just one example of an idea is to partner with an industry conference. So if you have an industry conference and we’re seeing this increasingly in recent years, you have an industry conference, you can partner with them.
You know, come in, do interviews at the show, do interviews before the show to promote the show, come to the show. Capture content at the show and then publish it. Either, you know, live stream it during the show or promote it and publish them afterwards. And this is just a great way to have visibility in your industry to get better known, to get listeners who listen to it and to get more exposure. So I love that strategy and I encourage everyone to do that.
Chad Franzen: 16:34
I would think that that would be a great way to, to network as well. If you’re going to a conference, who doesn’t want to be a podcast guest?
John Corcoran: 16:41
Yeah, absolutely. I mean, it’s something really exciting for people. You go to a conference and, you know, to be interviewed there at the show with, you know, peers, colleagues, competitors walking around on the floor. I’ve had that happen where I’ve been either interviewed or I’ve been the interviewer at a conference. And then, you know, people come walking by, they want to kind of check it out.
What’s going on here, you know? Or later even like, you know, you’re in the lunch line, and someone comes up and says, hey, I just had to say hello. I saw you’re doing interviews over there. I want to know more about you, you know? So people are interested in it.
So it’s a great way to have visibility in your industry.
Chad Franzen: 17:19
Okay, awesome. Very nice. Hey, always great to talk to you, John. Thanks so much.
John Corcoran: 17:23
Chad. Thanks so much.
Chad Franzen: 17:24
So long, everybody.
Outro: 17:25
Thanks for listening to the Smart Business Revolution Podcast. We’ll see you again next time, and be sure to click subscribe to get future episodes.