I use this CONTRARIAN method to grow my podcast on 11x social media – here’s how

The rethinking of how I promote my podcast on social media

This newsletter has 3 parts to keep things “Going”;

  • Part 1 – The framework of how I grew my podcast on social 11x
  • Part 2 – The Magic of AI plus real humans in Content Creation
  • Part 3 – Proof of someone using methods to help grow their brand through podcasts (and/or content marketing in general)
  • Part 4 – An insightful thought

Part 1 | The framework of how I grew my podcast on social 11x

[Start storytime chimes] Once upon a time, at a feast celebrating the harvest, people brought cheap, quick dishes that lacked substance and flavor. A great chef arrived and brought a slow-cooked steak that left a lasting impression on the people. He explained that his dish was not just about filling one’s stomach, but about nourishing the body and the mind. The people began to focus on creating dishes that were slow-cooked, full of flavor, and made with care and attention. This feast became a celebration of the art of cooking and the joy of sharing a meal with others. [/End storytime chimes]

We can learn the value of long-form content, which provides sustenance, nourishment, and a deeper understanding of a topic or idea, just like a slow-cooked steak. So, just like this long-form newsletter, let’s take the time to savor the content we consume and create, and let’s remember that sometimes, the best things in life are worth the wait.

The Framework & Marriage Involving Long v Short Form Content

In our attention-starved world, we’re constantly pummelled with quick, bite-sized videos that are easy to consume and share. From TikTok to Instagram Reels, to YouTube shorts; short-form video content is everywhere. And while these videos can be entertaining and even addictive, they lack substance and cannot sustain us in the long run. They’re like candy – sweet and enjoyable in the moment, but ultimately empty calories that do not provide us with the nourishment we need.

On the other hand, long-form video content is still highly sought after (movies, books, tv shows, and podcasts are not dying) because it allows for more in-depth exploration of a topic or idea. It can provide a deeper understanding of a subject that simply cannot be achieved in that golden 7 to 15 seconds. By taking the time to create long-form content, you are able to give your viewers a more comprehensive look at your subject matter. And trust me, that’s what viewers are seeking and demanding.

Before we start let’s define long content vs short content with my personal definitions;

Short Content

Anything that takes 3 mins or less to consume. You know the short video platforms; TikTok, IG/FB reels, YT shorts. But… a microblog post carousel of photos and a 90-second podcast (do those exist?!) are also short-form content.

Long Content

Well, the opposite of short content taking you 3 or more minutes to consume. The usual suspects are long YouTube videos, movies, books, podcasts, and blog posts longer than 500 words.

Let’s keep it real – creating long-form content is not easier than short content. In today’s world where attention spans are shrinking faster than a melting ice cream cone (let’s stay with this food theme) it can be difficult to keep our beloved content consumers engaged for more than a few minutes. However, if you can create content that is really damn good… hell-satiating, you may be able to keep viewers engaged for much longer than you might expect.

So, how can you create long-form content that’s truly compelling?

Well in a future five-part series, I’ll be showing you how I did that and how you can to.

The five parts;

  1. The role of storytelling in long-form video content
  2. The impact of long-form video content on SEO
  3. The benefits of combining short-form and long-form video content:
  4. Case studies of effective long-form video content:
  5. The role of data and analytics in creating effective long-form video content:

But before we get into those 5 parts we first need to understand our audience.

Ask them the usual marketing questions like;

  • What are they interested in?
  • What are their pain points?
  • What are their needs and desires?

And… once you have a good understanding of your audience, you can start to craft your content in a way that speaks directly to them and gives them value (I define value as either informative, educational, interesting, entertaining, or a combo of those in whatever way)

But that’s not all. You also need to be creative in the way you present your content. Whether it’s through storytelling, humor, or simply providing valuable insights and information, you need to find a way to make your content stand out from the crowd.

And of course, you need to keep your content engaging and interesting throughout. This means using a variety of techniques such as visuals, animations, and interactive elements to keep your viewers hooked.

But here’s the thing, creating long-form content is not just about keeping your viewers engaged. It’s also about providing value and building trust with your audience. I personally think this is where that whole education aspect comes from with a layer of vulnerability and transparency.

By providing viewers with a deeper understanding of a topic to foster engaging and enjoyable experiences that fully immerse the consumer.

Closing Thoughts

So… let’s start to be serious about our content game and remember – Short-form video content is like a bag of Skittles – tasty at first, but ultimately leaves you feeling unsatisfied 20 minutes later.

Long-form video content is our steak. It’s filling, satisfying, and gives you the sustenance you need.

Don’t know where to start? Well stay tuned for parts 1-5 and I’ll attempt to be your chef on this culinary journey of content.

(Insert cheesy obvious pun) Let’s get cooking. (double pun!)

Feeling this? Why not share Content On The Go With Someone That Is As Cool As You!

Part 2 – The Magic of AI plus real humans in 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.

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!

Listen, watch, and read it all here.

Part 3 – Alex Hormozi Might Be The Next Content G.O.A.T.

Proof of someone using methods to help grow their brand through podcasts (content marketing)

Alex Hormozi wrote an amazing book 2 years ago called “$100 million offers”. While it sounds like a 1998 infomercial, it was one of the easiest and most valuable reads I read in 2022.

Over the last 2 years, he’s been content cascading his whole new book $100 Million Leads”.

Content cascading is Pod Paste’s method of chopping up one long-form video podcast and publishing it across the internet for maximum leverage and consumption.

No rock is unturned in this method and to be honest, you spent all the time making the original long-form piece of content, so why not spend an extra 5-10% effort to make it available in as many formats as your target audience would like?

  • Video (Youtube, TikTok, IG, Facebook, Linkedin) – check.
  • Audio – check.
  • Written – check.

Alex Hormozi is living proof that this works and he only makes content 2 days a month.

Part 4 – On the “Vanishing” Nature of Short-form Content

A random thought I found online

The content you create isn’t the compounding asset – the audience is.

Even though the content goes away on all of the short-form platforms (even Linkedin has this problem!) the audience doesn’t go away. The audience keeps growing as long as you post consistent high-value content.

Revised from Alex Hormozi’s $100 Million Leads Book.

Thanks for your time and reading/watching/listening! That’s 3 months in a row. Let’s see if we can keep this up!

🔑 Consistency is key.