Is Your Content Missing the Mark? Uncover Strategies for Audience Growth

Read Time - 4 minutes

Unlock Your Ideal Audience with These Targeted Content Marketing Strategies

You don’t need to have a large following to significantly increase your sales. In fact, only 1,000 true followers can make a big difference. All you really need are 1000 true followers. But while that number is conveniently smaller than say, one million, you’ll only successfully find them through optimised digital marketing experience.

This panel of professional marketers dives deep into the topic so you can effectively find the customers who rare most likely to resonate with your product.

Focus on quality over quantity.

In this podcast episode, the hosts discuss the concept of focusing on quality over quantity in business. They reference the idea put forth by Kevin Kelly that having 1,000 true fans who each spend $100 on your products or services can lead to a thriving business. The hosts explore how this principle can be applied to marketing and content creation strategies. They also discuss the importance of finding and engaging with your target audience, using platforms and content that appeal to them.

The hosts share examples of businesses that have successfully built strong communities around their products, using them as a moat to protect their business and attract new customers. They emphasize the value of collaborating with influencers and experts in your industry to gain credibility and reach a wider audience. Overall, the episode highlights the benefits of focusing on quality relationships with customers rather than trying to reach a large but disengaged audience.

Talk to your customers consistently.

The hosts stress the need to actively engage with your target audience and build strong relationships with them. They argue that this approach is more effective than simply trying to reach a large but disengaged audience.

To effectively engage with your customers, the hosts suggest finding out where they are and speaking their language. This could involve joining relevant Facebook groups, participating in online communities like Reddit, or collaborating with influencers in your industry. The goal is to add value to the community and build relationships with potential customers.

The hosts also emphasize the importance of consistently seeking feedback from your customers. They encourage businesses to reach out to customers who have transacted with them and ask for their opinions. By doing so, businesses can gain valuable insights that can help improve their products, services, and overall strategy.

In terms of methods for talking to customers, the hosts suggest leveraging your network and reaching out to people who know people in your target audience. They also recommend attending events and places where your customers are likely to be present. Befriending your customers and putting yourself in their shoes can also help you establish connections and gain valuable insights.

Value relationships, not just transactions.

The podcast episode begins with the host discussing their surprising introverted nature. They acknowledge that they may come across as extroverted to some people, but they explain that they only become extroverted when they are around people they like. However, even with loved ones, the host admits that they can feel drained of energy. This leads them to express their appreciation for social media and the micro interactions it provides. They explain that they enjoy the ability to connect with people online without feeling overwhelmed by constant social interactions.

The host also mentions that their brand is international and that they do meet people in person through activities like running. They find it exciting when someone recognizes them from social media or their podcast, but they also acknowledge that they couldn’t handle that level of recognition and interaction on a daily basis. They express a desire to avoid fame and instead use the internet as a way to connect with others without feeling overwhelmed.

One key point that the host emphasizes is the importance of giving value without expecting anything in return. They compare it to helping a friend or family member without expecting a transactional exchange. They believe that if you provide value to others genuinely and selflessly, it will eventually come back to you. They acknowledge that this can be challenging, especially in a business context where transactions are expected. However, they argue that relationships should not be viewed solely as transactional, and that by focusing on providing value and building genuine connections, businesses can benefit in the long run.

In conclusion, this podcast episode highlights the value of consistently talking to your customers. By actively engaging with your target audience, seeking feedback, and building relationships, businesses can improve their products, services, and overall strategy. The hosts emphasize the importance of quality relationships with customers over reaching a large but disengaged audience. By focusing on quality, businesses can foster loyalty, attract new customers, and ultimately thrive in their respective industries.

What You’ll Learn

  • How to find your 1000 dream customers
  • How to put yourself in your dream customers’ shoes
  • Communicating with the best type of people
  • Why good products and services never go out of style
  • and much more

Panel Discussion Speakers

  • Nathalie Rafeh – founder and CEO and Splashup. An e-commerce sass platform that creates shopping experiences shoppers won’t forget
  • Genson Glier – growth hacker extraordinaire
  • Brendon Hill – content wiz and be investor
  • Daren Lake – Founder & Chief Content Creator at DLake Media/DLake Creates with a focus on fitness, health and wellness

Links & Resources

The Magic of AI plus real humans in Content Creation

Read Time - 3 minutes

Harnessing the Power of AI for Next-Level Content Creation

Artificial intelligence/AI is literally everywhere. Some people are terrified while others are excited.

Which side are you on? Does it help content creation and marketers or does it hurt us?

Stay tuned as we answer that and figure out how to Harness the Power of AI for Next-Level Content Creation on this episode of Content On The Go.

AI needs human validation.

Artificial intelligence, or AI, is becoming increasingly prevalent in our daily lives. From the chatbots on customer service websites to the personalized recommendations on streaming platforms, AI is changing the way we interact with technology. However, as AI becomes more sophisticated, questions arise about its impact on creativity and content creation. Will AI eventually replace human creativity, or will it always require human validation?

In a podcast discussion on the topic, the panelists agreed that while AI can be a useful tool for content creation and marketing, it still requires human interaction and validation. Jensen Gleer, a growth hacker, stated that “you always need that human interaction to validate it because humans are the ones that are going to convert on it or be engaged in some way through it.” In other words, while AI can generate content, it is ultimately up to humans to determine its effectiveness and appeal.

However, there is also a concern that AI could eventually replace human creativity altogether. Natalie Rafeh, the founder and CEO of an e-commerce software company, shared a story about a fake Instagram influencer created entirely through AI. The influencer gained thousands of followers and even secured sponsorships, demonstrating the potential power of AI in the marketing world. This raises the question of whether AI-generated content could eventually become so convincing that it replaces human-generated content entirely.

Adapt to new mediums quickly.

The world is evolving at an unprecedented pace, and businesses must adapt to new mediums quickly to remain relevant. With the advent of artificial intelligence, businesses have new tools to create and market content in innovative ways. However, it is important to remember that AI is only a tool and that human creativity and input are still necessary for effective content creation.

The speakers discussed the potential of AI in content creation and marketing. They highlighted the importance of understanding new platforms and technologies, such as Unity and Solidity, to adapt to the changing landscape. For example, businesses can lower costs by replacing physical models with digital ones in e-commerce or build online courses with AI assistance in education.

The speakers highlighted the importance of understanding one’s audience and what resonates with them. While some may prefer face-to-face interactions, others may prefer digital interactions with AI assistance. It is crucial to understand one’s audience and adapt to their preferences to remain relevant.

AI cannot replace human interaction.

One area where AI cannot replace human interaction is in dealing with bespoke problems. While AI and machine learning have come a long way in recent years, there will always be situations where a human touch is necessary. When faced with a unique challenge or situation, there is no substitute for a one-on-one conversation with an actual person who can understand the nuances of the problem and provide tailored solutions.

Another area where AI falls short is in product finders. While algorithms can replicate basic human rules, there is still a level of confusion around what is AI and what is just an algorithmic process. When it comes to functional products like washing machines, there are different rule-based questions that need to be asked, such as the size of the apartment, the number of people who need it, and whether eco-friendliness is a priority. While these product finders may be automated, they still require a level of human input and understanding to provide the best recommendations.

Remember – AI cannot replace human interaction. While AI has its benefits, it still cannot replicate the level of understanding and empathy that comes with human interaction. Businesses must continue to find ways to incorporate AI into their processes while also valuing the importance of human input and creativity. As we move forward into an increasingly technological future, it is crucial that we strike a balance between the capabilities of AI and the irreplaceable value of human interaction.

What You’ll learn

  • Why we aren’t there yet
  • How AI compliments our natural human element
  • A unique case study of AI’s unique transition into social media
  • Why it depends on your audience
  • and more.

Panel Discussion Speakers

Nathalie Rafeh – founder and CEO and Splashup. An e-commerce sass platform that creates shopping experiences shoppers won’t forget

Genson Glier – growth hacker extraordinaire

Brendon Hill – content wiz and be investor

Daren Lake – Founder & Chief Content Creator at DLake Media/DLake Creates with a focus on fitness, health and wellness

Links & Resources (in progress)

Why Doing Things That Scale Is Killing Your Podcast Growth

Read Time - 2 minutes

Focus on one thing and everything falls into place

Ah, the world of business. So many misconceptions out there. One of the biggest? That scaling up quickly is the key to success. You know what actually is crucial for long-term success? Doing things that don’t scale.

I just released this piece of content (aka video/podcast) the other day featuring Natalie Raefa, Jensen Gleer, and Brendan Hill, and they were all talking about their own experiences with this.

TLDR/Wrapping it up (yes I give value from the start!)

  • Doing things that don’t scale in the early stages of a business is essential for long-term success.
  • But as a business grows, you need to start thinking about scaling up in an efficient and effective manner.
  • Just don’t forget about the importance of understanding the user base and providing value.
  • Trust me, they’ll love you for it.

Connecting with potential users, finding micro-influencers, and understanding the needs of retailers may seem like grunt work, but they provide some serious product validation and a deep understanding of the user base. I know this all too well!

Without a clear understanding of the user base and their needs, scaling up quickly can actually be detrimental. You need to connect with users and receive product validation before moving forward with any major changes.

But here’s the thing: as a business grows, there are opportunities to scale up in a more efficient and effective manner. You can start utilizing platforms that automate tasks such as copywriting or image generation. But don’t just do it for the sake of doing it. Think about the use case and whether or not the audience will resonate with the content generated by these platforms.

And please, for the love of all things (insert your belief or nonbelief thing here), avoid the mindset of scaling for scaling’s sake.

People come to a business for connection, value, and brand, not just for the sheer size of the company. It’s important to understand where a business is in its life cycle and to focus on scaling in the areas that will provide the most value to the user base.

Watch, listen, and read on to why doing things that don’t scale can help your business and more in this episode.

What You’ll Learn

  • The things that don’t scale
  • Tools to use to get to scale
  • Whether you should scale for scale’s sake
  • How being lazy and just putting stuff out of better than nothing

And much more

Panel Discussion Speakers

  • Nathalie Rafeh – founder and CEO and Splashup. An e-commerce sass platform that creates shopping experiences shoppers won’t forget
  • Genson Glier – growth hacker extraordinaire
  • Brendon Hill – content wiz and be an investor
  • Daren Lake – Founder & Chief Content Creator at DLake Media/DLake Creates with a focus on fitness, health and wellness

Links & Resources

Do this to 10x your content reach, volume, value and consistency

Read Time - 3 minutes

Bridging the Gap Between Your Brand, Content, and Customers

Subscribe to the newsletter here to keep up to date on content marketing trends around the video podcast (and save yourself/your business hundreds of hours!)

In Greek mythology, the God Janice is often depicted with two faces looking at opposite directions, one towards the past and one towards the future. And in content marketing, you need to be able to look both ways. It’s important to look at the past and what’s worked before, but also attempt to look at the future and adapt accordingly.

As the famous Wayne Gretzky quote goes, “I skate to where the puck is going, not where it has been.”

And like the great one, I learned the importance of anticipating where the future is headed and not just sticking to what has worked in the past.

For years, I struggled to grow my podcast and social media brand by doing what everyone else was doing.

But then I took a risk (kinda?!) and entered the video content world. I was early, and it paid off. I validated that in order to succeed, I needed to adapt, take action and move forward.

Now, I have a brand that focuses on running, endurance sports, health, and fitness.

And while many of you may not care about that, I want to show you that by anticipating where the puck is going,

I was able to bridge the gap between my fitness brand and my podcast production business.

Now you might be asking yourself “Why is this important to me?”

Well… the way I content market my brand might be of interest to you because with a whole bunch of trial (and mostly error)

I was able to 11x my total content reach (podcast, socials, newsletter and website visits).

And as I put this together I realised the framework is applicable to pretty much any company or brand in any industry.

I really believe the biggest opportunity with content and in particular social media should be used to educate.

Most people on social media aren’t ready to buy or even know if they have a problem, so building trust is key.

If you’re familiar with the 5 stages of customer awareness, as outlined by Eugene Schwartz;

The first 3 stages that should be focused on

  1. Unaware
  2. Problem Aware
  3. Solution Aware
  4. Product Aware
  5. Most Aware

But… unfortunately most companies and brands (especially in the endurance sports/health/fitness industry) focus on stage 4 and 5.

Back to education

Well my rebranded company does this and more with our content packages so you can 10x your return, get new customers, not worry about creating sticky content, free up valuable resources in marketing and get back to running (maybe pun intended?!) your business instead of creating content.

The title of this is just that; CONTENT ON THE GO.

I’ve proven that as a content creator with a focus on a podcast, you can be more than just audio.

It’s hard for a brand to just put out a podcast and see thousands of listens and convert hundreds and thousands of listeners to paying customers and clients.

People’s attention is everywhere, so let’s use that to our advantage.

By video recording all podcasts, I’ve been able to 10x who and where people consume the value of the podcast.

From one 20-30 min episode, you can touch 10x more people with 10-20+ pieces of content.

We call this content stacking (ripped and remixed from Gary Vee’s 64 pieces of content in a day and The Podcast Host)

Oh hey – you’ve gotten this far

Moving forward with every piece of content I want to present interesting thoughts, ideas, and questions in a casual way.

I believe that marketing is way more art than it is science.

I’m always learning new stuff that renders my old stuff wrong or obsolete, and I want to talk about that and fail in public.

Let’s see where this takes us; I might get all deep and meaningful or I might insert some funny/bad jokes, memes, and random humorous bits along the way.

Either way let’s do this once a month for a quarter and re-assess from there.

See you in the inbox.

PS- if you’re into running, health or fitness, feel free to subscribe to my running focused newsletter — One Percent Better.

When Spotify gets the Market Share, Apple Podcasts should wake up

daren interviewing a man
Read Time - < 1 minute

Cool Story: I remember in 2018 when Spotify finally let indie podcasters (aka everyone) get on Spotify and I was so excited.

A lot of people kinda didn’t care and were like “meh”.

I was like “Yo, do you understand how hard it is to get people to listen to a podcast!! This will make it so much easier”

I yelled and yelled and then not even 4 years later, Spotify now trumps Apple as far as market share in the USA goes. HUGE!

While I’m not pro Spotify or anti Apple, I am all about getting more people to listen to podcasts in the easiest way. The biggest blocker of podcasts is that there aren’t enough people listening to them.

Content on Youtube, Instagram and even a blog or newsletter have a 5-10x or more chance of reaching the intended audience. Building a podcast on the other hand… GRIND TIME!

I’ll end it there, but yeah lessons learned are;

1- More ear balls in as many places for your podcast = Win (yes… I call them ear balls, haha)
2- If you have controlled an industry for decades, don’t sleep because the person/company with less money will come out from nowhere and take what you were sitting on right out from under you (looking at you Apple Podcasts)

Did I miss something? Disagree? Comment below.

PS – If you have a podcast/are looking to start one and struggling with growth – HIT UP US UP!  We specialise in bespoke storytelling (the good type of podcasting) and podcast promotion.

How To Get Zoom High-Quality Audio For Podcast Recordings

Read Time - 2 minutes

Watch the above video or TLDR if you don’t have time:

Zoom has a somewhat new feature called “Enable Original Sound”. It is their version of high quality/high-fidelity audio. Which is just them taking off their compressors and noise reduction effects. This means much cleaner audio for the other end which then means, much better quality recordings.

Unfortunately, most people and podcasters, in general, don’t know about this. Why? Because it’s buried deep (2 layers) into the audio > advanced settings.

It’s super easy to do it though and should take you anywhere from 1 min – 3 minutes. It will be longer if you haven’t updated your Zoom in the last 6 months or so.

NOTE – This applies to a computer/laptop using the Zoom app. This technique does not apply for using Zoom through a web browser or on a mobile phone. How to do this on mobile is below or here. It’s not possible on the web browser at the time of publishing this post.

If you want to know how to make your home and office recordings sound better, please go here.

Enable Zoom App High-Quality Audio on a Computer

  1. Check for Zoom Updates
  2. Update to the latest version of Zoom
  3. Go to Settings/preferences > Audio >
  4. Change Suppress Background Sound to “Low”
  5. Go to Settings/preferences > Audio > Advanced (at bottom left)
  6. Check Show in-meeting option to “Enable Original Sound” from microphone
  7. Change Echo Cancellation to “Auto”
  8. Check/Tick Box for High Fidelity Music Mode
  9. Exit out of Settings/preferences
  10. Go to the top left of the main video screen
  11. Click once “Turn On Original Sound”
  12. It’s on when it says “Turn Off Original Sound” (Not great UX, but I’ll take anything as an audiophile that wants better Zoom quality sound)

More info here or hit us up talk at pod paste dot com to say hello.

Mobile app

  1. Sign in to the Zoom mobile app.
  2. Start or join a meeting.
  3. Tap More.
  4. Tap Enable Original Sound.

Be A Great Remote Podcast Guest – In 4 Steps

Read Time - 2 minutes

Congratulations, you’ve been booked to be on a podcast. What you do before the interview will go a long way and only takes a few minutes of prep and mental energy.

There are four simple steps to being amazing;

  • Step 1 – Be Prepared : Content
  • Step 2 – Be Prepared: Technical
  • Step 3 – Be The Best You
  • Step 4- Be Cool: Relax and Have Fun

The below should help you be the best guest you can be, feel comfortable and have a hopefully good time.

1 – Be Prepared: Content

It seems obvious that being prepared is a key point in being a great guest, but yet common sense is actually not that common. Most podcasters will provide you with the questions in advance. If not, then all you have to do is ask. Asking will show your professionalism and that you are serious about being a podcast guest. Practise and review your talking points and this will go a long way. 

2 – Be Prepared: Technical

Being prepared also means setting up your environment and equipment so that you can get the best quality audio. It would be such a waste if you prepared all your content and presented it in the interview to perfection and none of it was captured because your microphone was not set up properly. So make sure to be in a quiet place in your house with strong internet connection and good lighting. Set up your microphone and webcam for Zoom so that it works and is comfortable for you. Do a quick test run on everything to check it is working smoothly and will not be an interruption during the interview. 

3 – Be The Best You

No one is more you than you. You were chosen to be a guest because you have knowledge and expert opinions on the subject you know. That’s what the audience wants to hear. Understand your strengths, what you have achieved and what you are interested in. Ultimately understand who you are because no one can bring your voice into the interview better than yourself. 

4 – Be Cool: Relax and Have Fun

Take a deep breath and smile. An interview is simply a conversation. There’s no need to over-complicate anything and the host is there to help bring out the best in you. You are well prepared and ready to go. So just have fun with it. Speak as you normally would while talking with a friend and let the conversation flow naturally.

There you have it. In just four super simple steps you will end up being the best guest for listeners and your podcast host. Who knows, maybe you have a career being a guest on podcasts and this is just the start!

How To Come Up With Podcast Episode Ideas, Backed by Science

Albert Einstein Riding a Bike
Read Time - < 1 minute

Our Head of Content and Operations, Daren Lake, wrote a guest article for partner company The Podcast Host about creativity, science, art, and systems.

Do you ever struggle to come up with new podcast episode ideas? If so, we’d love to use evidence based science to help you out. Most people think art and science are two different things that work against each other. Recently this has been proven false. Art and science work together, cooperatively. 

Coming up with episode ideas is more of a mental experience than physically “getting things done”. You might think you need to sit down and churn out a bunch of great topics, but unfortunately, our brains aren’t wired for that type of on/off switch like thinking.

In this article I offer up an evidence based and self tested model to help you come up with great episode ideas week after week.  It’s a fun mental experiment because it gives you something to constantly be improving upon (input) while also having tons of material and podcast episode topics (output). Moving forward you should feel confident because you will have more episode ideas than you will know what to do with.

We’ll cover four main areas;

  • The Four Bs of Ideation & Science (The Bed, The Bath, The Bus, and The Bike)
  • The Science Behind Generating Many Topics Consistently (Good and bad) 
  • Creating Buckets and Banks 
  • Using Research Tools And Asymmetrical Thinking

Read the rest of the article here

Make Home Audio Recordings Sound Better

Read Time - 7 minutes

The below article provides help to Pod Paste clients with their home recordings during the Covid-19 pandemic and beyond.

If you’ve somehow stumbled here from the powers of internet search, Welcome! Hopefully, we can help you podcast better, during these interesting and testing times. 

This information is also available as an infographic image, video, and podcast. Feel free to consume it however you would like.

Watch the tutorial on Youtube

Click above to listen to the podcast version

Click To View “How to create great content from your living room”Presentation Deck

Imagine this: You’ve just received an email from your favourite podcast. They are promoting their new episode with a guest that you love. It’s a deep dive into the guest’s life, ethos and how they built their business. [Insert excited emoji]

You are so excited that you immediately open up your go-to podcast player and dive into the episode. It buffers for ten seconds. You wait patiently. It starts playing and you hastily pop your headphones on to commence a lean-in listening session

The interview segment starts, but you are confused. You ask yourself these rapid-fire questions in a foggy haze of disbelief: 

  • Why is there so much echo (sound-wave reflection)? 
  • Is that a jackhammer in the background? 
  • What kind of buzz is that; a fridge or an air-con unit? 

You wait and think it will get better. But at the five-minute mark, you can’t understand half the words that the guest is saying and you give up. [Insert dejected emoji]

We’ve all been there. It is the sub-standard audio quality zone. Do-do-do-do. [Cue twilight zone music] It’s a thing, and it seems like it’s invading a lot of podcasts from novice to experts. 

Continue reading “Make Home Audio Recordings Sound Better”

Planning & Strategy (Pre-Production) | The Pod Paste Process Part 1

Read Time - 3 minutes

The planning and strategy phase is Step 1 of The Pod Paste Production Process. Please go back to the introductory overview here to familiarise yourself with the full process. Alternatively, you can dive right into this part and figure it out as you go. We don’t mind either way as long as you get something out of this!

Pre Production – The critical work before you hit record

Ancient Asian cultures knew that the podcast pre-production stage was key, even before audio recordings existed. The Chinese philosopher, Confucius once said, “A man who does not plan long ahead, will find trouble at his door.”

What if a builder/carpenter built a house without drawings/blueprints from an architect? I am pretty sure there would be mayhem, wasted time, burned money, and a lot of stress.

What if a beat reporter for the local paper randomly wrote about whatever they wanted without any outline, topics, or interesting angles? I am pretty sure there would be a lot of re-writes, burned time, wasted energy, and much anxiety.

There is a parallel with this, podcasting and any media format. Becoming a successful podcaster and podcast host has a lot to do with the ability to plan ahead. Usually, the higher the quality of time spent on the planning and strategy phase, the better the interview, the episode, the season, and the whole podcast.

Below I’ll tell you a few tips and tricks that we’ve learned that help us immensely in the pre-production process.

Continue reading “Planning & Strategy (Pre-Production) | The Pod Paste Process Part 1”