Have you ever wondered how much work actually goes into publishing a top quality podcast that builds your business with new leads and increases sales conversions?
To get the real answer, the best thing to do is go behind the scenes with someone who runs an agency that publishes podcasts for numerous businesses.
That’s what we’re doing today.
Charley Valher owns Valher Media, a company that does exactly that. He sees which podcasts get a ROI and which ones don’t and importantly, can tell us why.
We dive into the real truth of how long you can expect to publish a podcast before you start to see results, how much time to schedule each week, who you need on your outsource team and some great advice on how to know if your business is ready for a podcast yet.
Plus we share more than 21 ways you can repurpose your podcast into multiple assets you can use to totally milk your podcast for all it’s worth, so to your ideal client, you seem to be everywhere they look.
And as a bonus, I’ve created a free downloadable checklist for you called “21 Ways to Repurpose a 30 Minute Podcast Checklist”.
Here’s what you’ll discover today:
- The definition of a podcast and why it is a lot like Netflix
- What type of businesses are perfectly suited for a podcast
- The type of person who will struggle producing a podcast… and so shouldn’t
- Signs it is too early to add a podcast to your content strategy
- Charley shares how his first podcast resulted in no leads after 100 episodes and the reason he realised it never would!
- How even an unsuccessful podcast can grow your business through joint ventures with the guest experts
- What happened to his clients businesses when they added a podcast to their marketing mix, even when other marketing strategies had stopped being effective for them.
- We talk about drops in email rates, drops in webinar attendees and rising ad expenses and how a podcast can act as the connective tissue to increase all other marketing metrics.
- Why now is the hot time for publishing a podcast (think it is mainstream enough now to find an audience, but still an unsaturated medium)
- The importance of consistency and the team you need in place to make this consistency possible
- I share the importance of the Romance Your Tribe Radio podcast in the launch of the new Romance Your Tribe brand just over a year ago.
- The significance of the 6 month mark
- How much time to allocate each week to publish a quality podcast
- Why graphics matter and why a writer is essential
Plus Charley gives great advice on action you can take this week to get started.
You can watch the video, listen to the audio, download from the podcast directory, or read the transcript below. Never miss an episode. Click here for all the ways you can subscribe.
Charley is the CEO and founder of Valher Media.
A company that specializes in helping business owners profit from podcasting.
He also hosts his own podcast “The Business of Podcasting” in which he shares the latest and most effective strategies and tactics for creating, growing and profiting from podcasting.
A Special Message From Janet
Thank you so much for being here. I know there are a lot of podcasts you could choose to listen to and you chose to join me on Romance Your Tribe Radio.
I’m honoured and grateful for your support.
If you enjoyed this week’s episode, I’d love for you to take a quick minute to share your thoughts with us and leave an honest review and rating for the show over on iTunes!
Read The Transcript Here
Janet Beckers: Hello and welcome everybody! Janet Beckers here and I’ve got a wonderful guest on my podcast, talking about podcasting. Hello Charley Valher. How are you?
Charley Valher: Very well, thank you for having me on the show, Janet.
Janet Beckers: And if you’re here watching on the video, rather than reading the cheat sheet or the transcript or listening on the audio, come over and watch this on the video either on our website or on YouTube because I just reckon that Charley’s got the coolest set up in he’s background and he’s, um, high tech gadgets and, um, and I really do think your backdrop, Charley, is for me it’s like an inkblot test. Like for me, I just saw a piano board, whereas, um, you know, other people, I’m sure we’ll see windows out into the dark night or something like that. So, um, yes. So make sure you come and check that out.
So Charley, we’re gonna be talking about podcasting and Charley and I were just talking about some of the things that we’re going to be sharing with you. So get ready to take your notes cause we’re going to be looking at why you would do podcasting, why you would do it, and then how you can use it in your business. We’re going to talk about who shouldn’t use it and who should. And then we’re going to really talk about how are you going to milk it for all it’s worth. Because if you’re going to do the work, we’re going to make sure that you are seeing absolutely everywhere around the internet. So we’re gonna talk about how you can actually do that and not spend forever doing it. So, um, over to you, Charley, just to start with, can you just share with people what it is that you do and, um, and who do you work with most?
Charley Valher: Of course. And, and very kind of you to say about my studio set up here. So for anyone having a look, we’ve, we’ve gone the extra mile to create a nice video set cause we do a lot of video podcasting as well. So as what we’re taking a look at the video and seeing does some of the stuff we’ve got in there. Um, as for what I do, um, I’ve got a company called Valor Media, which is a podcast media company and we’re a service business that actually helps people with their podcasts cause I’m of the firm belief that the expert who is the host of the show probably shouldn’t be doing anything else but hosting it so they can get a really, really big ROI on their time. That’s what we assist with. As for who we do that for it, we worked with a lot of experts, so people, Oh, who want to be positioned, maybe their authors, maybe their speakers, maybe they are coaches or consultants or bloggers. Um, but really in that sphere we like to work with people who basically, who know their stuff, they really know their topic well and then want to leverage that to be your platform.
Janet Beckers: And you know what? I think practically everybody who was listening then when you were describing who do you work with, I would be very surprised if there was anybody listening here today that wasn’t going, Oh yeah, that’s me. Yep, that one’s me. That one’s maybe because we work with the same sort of people you know at the end. And a really important pass of the people who I work with, which are people who take people on transformation journey. So they take them from a to B with their expertise and then positioned as a tribal business leader. You know, the people that people see as a leader that they want to work with. And one of the best ways that I have found to do that is by consistently creating really high quality content that allows people to always get a glimpse of how clever you are and what results you get, how you can help people.
So podcasting is smack bang as a prime way to be able to do that. So I’m not surprised at all that the people who you help out the same people who I helped. So, um, that’s why I’m excited for everybody here to take some notes. I’m going to be challenging you as you are listening, as we’re going through some examples and as we’re going through what we’re doing, I want you to start thinking about how would you apply that in your business and if you do already have a podcast, how can you make a better from what we’re doing today? So let’s get started Charley. Well actually I was going to say we should, we don’t need to define what a podcast is because Hey everybody here is listening or watching to one. But that may be me making it a bit of an assumption. So what do you, when you’re talking about what a podcast is, what do you see it as?
Charley Valher: That’s a, that’s a really good question. So for me to break it down, all I think of when I hear podcasting is what we’re saying is where someone who’s going to make regular content for an audience and it’s predominantly going to be an audio. That’s definitely where podcasting is at. But it can also be on video like we’re doing now. So I think of podcasting almost like I would with TV series. Well maybe the news where it’s a regular content form that can be absorbed by a particular audience.
Janet Beckers: Okay. And I would like the idea that you’ve talked about it being like a TV series because a lot of times people will binge watch or binge listen to podcasts. I know myself as a consumer of podcasts when I’m at the gym, I will listen to two or three podcasts as I’m working out. When everybody else is listening to something music, I’m listening to personal development or business. Um, so yeah, the, it is like a television show. It can be binge-watched that’s a nice thing to keep in mind. Um, so now let’s move over. If you’ve, we know what’s, you know, people who are the experts, uh, people who are perfect for publishing a podcast. So, but that not every single person who is, they are, you know, you could be running a podcast. It should be. So let’s have a look. First of all, who reckon it’s perfect to be including a podcast as part of your content marketing strategy. And then maybe who shouldn’t?
Charley Valher: Oh really? Good question. So obviously I’m going to be a little bit biased. Um, but deservingly is I think many people should do a podcast, but you’re certainly right in the idea that it’s not for everyone. So the things I would consider maybe a podcast is right for first we’ll start with who are the people I think can do really well from this. These are people where basically it, it pays to be seen as an authority. So if you were seeing on an X wanting to be seen and it could benefit, you’d be seen as an expert on your topic. Maybe that’s through AXA. Sure. A whole bunch of other things there. Then having a podcast could be a really good thing for you. The second one is it people need a lot of information to buy from you. So as an example, I’m just going to say a coach, maybe there’s a lot of business coaches out there and someone needs a lot of information to understand why they’re the right coach for you. Then a podcast can be a great way because you get to spend so much time with someone articulating why they are or are not the right fit for you. So there’s really big ones. I look out there that I think it is so crucial. So if you fall into one of those categories, then it’s likely that a podcast would be really great for you.
Janet Beckers: Yeah. You know what, and I think it could be an important thing here to talk about that. You know, a podcast doesn’t have to be long. Like it doesn’t have to be half an hour or 50 minutes. It doesn’t need to be an in depth one. For example, I was on a podcast recently and I’ve actually, um, he’s been a guest here on our podcast. All of, he’s our eight minutes long, he’s podcast now. Obviously they have a very different format to what we’re doing here today. Um, but I think that’s also a nice thing for people to keep in mind is that you’re kind of in control baby about how you’re gonna use it. So what sort of format is going to be. So, um, keeping that in mind though, in the middle of you were saying, yep, you’re totally biased cause you’re living and breathing this is, are there any people that you think it’s not the wisest thing for them to do?
Charley Valher: Yeah. And I want to look at this in a different light because you might be thinking maybe it’s a certain type of industry that you know, shouldn’t do a podcast. Um, and quite strangely I’ve seen people in a whole variety of industries that probably shouldn’t have a podcast and a worked out. Um, it’s amazing how many different depths, but I actually think what defines if someone shouldn’t do a podcast is actually more about them. It’s actually the business owner themselves. And I’ll describe it.
Janet Beckers: Yeah.
Charley Valher: So if your, the type of person that let’s say can’t commit to regularly creating content. If yours, someone that perhaps you know is sporadic and we’ll make content for a month and then doesn’t do it for the rest of the year, then podcasting may not be for you because it’s one of those mediums where consistency pays. So if you’re going to get into podcasting, you’ve got to look at this from the idea that you’re going to be someone who’s regularly creating a podcast. So that’s my first one that I look at and go, okay, if you can’t commit to maybe regular recording, that’s going to be a really big challenge in you getting a show together.
Janet Beckers: Right?
Charley Valher: The second one I kind of look at with here is that maybe you’re not quite clear on who your audience is or how you help them. So if you’re someone that’s early on in business and you haven’t worked out maybe where you fit in the market well, how you want to serve people, then our podcast may not be timing right for you. You might be a bit early on in that journey. So I think for a lot of people, I’m just, I’ll call it blindly here, but it’s like if you aren’t yet an expert on your topic or can’t offer something to this audience that will help them achieve a result, then you could likely end up spinning your wheels. Um, and I think that’s a really big hurdle for some people is that is darn create enough value within their podcast where they could actually produce a result for their business.
Janet Beckers: That’s, that is a really good point. And actually I’ll, I’ll ask you your opinion on a situation that takes me back to when I launched my first successful business. We won’t go into little ones that didn’t work. So, um, because it was something that worked really well, then I’ll be really curious to see if you think it worked well. Now in the terms of podcasting, and this is the scenario that you have somebody who it has, it has a really good understanding of a particular niche and have a particular group. So for me, it was when I saw a wonderful web women and I, I really knew the frustrations of women who wanted to build a business online, um, because I had been them and I still was. Um, so I really understood the market well, but I did not have the expertise. I did not have the runs on the board to take people from one to the other.
I knew the theory, I had my own mistakes to make, but I was not the expert. So I positioned myself as the passionate reporter. So I wanted to build up a mailing list and really gets, you know, build up some relationships. And so I really positioned myself as, Hey, I’m like everybody else here that’s listening, but I’m the one that’s got myself and got the act together to find you and interview you. Now. That worked really, really well for me pre podcasting. Um, do you think that that is a situation that could work well now for podcasting, if you know your niche, you know the industry, but you’re not the expert, um, for you to be building a list in that way where you’re building up that credibility, um, really being very honest that your, the passionate report are not the expert. Would that work very well?
Charley Valher: Well, it’s interesting. We’ve seen many successful shows over the years that take that type of framing. We’ll take that positioning. Um, and it definitely can work to a degree, but where it comes into things or where it becomes interesting I should say is that the idea being is that you’re hunting down these experts, obtaining some of that expertise and then showing people how you achieve that expertise or perhaps selling a product or service that souls in line with that. So as long as we’re not selling ahead of where we’re at or going out of our depth from there, then it can work really, really well. And I often think that I’m a curious person who’s trying to develop an expertise, can ask really good questions. They can often create really high quality content. The danger that sits within that type of show though, and I’ll, sorry, I’ll address the other side of it. Yeah. Sometimes a show built on that type of framing spends all its time making other people look good. It spends all their time positioning other experts and what someone ends up doing is probably selling a lot of their products and services. Sorry.
Janet Beckers: That’s a good point. Yeah. So I guess if it means that your whole business model is going to be as an affiliate partner where you would, you know, the building your list and your whole idea is to shine a light on other people. But that is a really good question. So I think where you were saying about how for me, I found, because I knew that market really, really well. Um, I knew what questions they wanted, but I also understood a lot of it cause I was always doing it myself. I just wasn’t, I didn’t see myself as the expert is I found out I got expert by association because I asked really, really good questions and could have an intelligent conversation. So it only took a few, it didn’t take very long. And people said, Oh well you’re having really good conversations with really, really clever people say you must be really clever too.
Can I pay you all this money to mentor me? Um, so that’s a really good division. So if you’ve got a, you may not be the expert yourself, but you’ve really got to know that topic. Ask good questions and position yourself as the really, really intelligent Oprah. Um, off that. Yeah. Okay, thanks. Thanks for asking that one. I’ve sort of sprung that one on you, but it is, I know that there will be people here who are thinking is it too early? So that was a really great, honest answer. So can we just have a look at what sort of business building is it going to be? Because I do get people who say to me, okay Janet, I can see you put a lot of work into your podcast and you’ve been doing it for a long time. Now don’t miss a beat. Is it working? Is it growing your business? So I’m really curious to hear from you, like with all of the, cause you’re seeing behind the scenes, you know, you’re working with all these different podcasts, you’re working with all these different businesses, how, how does it grow a business? What can people expect realistically?
Charley Valher: Oh look, I’ve got some stories to share here. I’m in a position where like I’d done a number of my own shows. I’ve also been a guest on over so many now. I couldn’t even count. I’ve been on so many podcasts and then today is like, I get to see behind the scenes in all the client’s shows so I can see how they’re doing things, how it’s taking an effect. Um, and I’ll take things back a little bit now and I’ll explain my first encounter. Um, so someone we mutually know, James Schramko. Um, I was a guest on his podcast and this is going back a few years now. And when I was on James’s podcast, the craziest thing happened that after the podcast I had someone contact me and it was for a sales call for something or selling at the time. And it was the easiest sales call I have ever had was like, someone was ordering a big Mac, right? I was like, Oh, what is this? I normally have to spend an hour, like trying to, you know, go through so many things, dealing with objections, explaining why I’m the right fit, and then all of a sudden this person was like, right. I just want that what you spoke about on this podcast. I want it. And I was like [inaudible] almost caught off guard. I think I nearly like ruined my chance of sale based on the idea. I’m like, are you sure? Like do you have any questions?
And I remember it. I’m very, very wrong. Might wow, don’t do that again. But I had this experience, um, that led me to believe how powerful this medium was. And you said something before which I think is so powerful, which is called famous by association is cause I had leveraged the power of James show and positioning with him. It was able to make that as a trusted source where say I was really, really easy and I looked at how much effort I was putting into all these other things to try and create that same experience. We’ve not so much luck. And I was like, right, there’s a lot of power in getting someone to spend time with you on a podcast and having a really good understanding with you before, um, a sale is made. So this is the point where I’m like, I’m hooked.
I mean like I want these to happen all day, every day. Fantastic. So, uh, we, we built a show, we built my first podcast and I was like, awesome, I’m going to do this. And it’s got, we did a hundred episodes and I want you to guess how many leads we had, how many leads you had from the podcasts we’ve got. I’m like, I’m hooked on this experience, on like my first podcast, but going in it a hundred episodes and guess what happened? Well, I’m just, I’m just going to put out one per episode, a hundred that was an absolute disaster. Actually, zero was absolutely horrendous. So we had this experience where it’s like, you know, I’d seen what it could be and then I tried to replicate it for myself and it went absolutely terribly as if you just gave up after a few. 100 is a huge commitment.
Yeah. Well it just goes to show that if you aren’t clear on how to do well in the space or you don’t know how to model a successful show, we’ll leverage the experience of someone who’s winning in podcasting. It’s really, really easy to spin your wheels. It’s really, really easy to waste a whole bunch of your time and source. And I want to emphasize that point because so many people I meet, uh, or want to come and work with this. I’ve spent a year [inaudible] a show that was never going to see them success because they didn’t know how to do it. It’s like baking a cake. If you’ve got the right ingredients, it’s not that hard. But if you’re trying to like make up the recipe yourself and pick the ingredients, you can fall out of the lane really, really quickly. Um, but what was really interesting about his experience and all, I’ll go through this in a little bit more depth here.
While we didn’t actually produce any leads from the podcast, we made an absolute killing from working with the guests we had on the show. So despite zero leads, we had built all the relationships and JV partners behind the scenes to turn this into an incredibly profitable podcast. So something I’ll articulate here, which I’m very, very confident you have experienced with how long you’d been doing podcasting or content marketing is disliking zero leads from the podcast. I was getting speaking gigs, we were doing joint ventures with the guests who come on the shows like this was a wildly profitable, profitable experience. And I’ll look at this and I’m like, so my first experience with podcasting nailed it and got this amazing sales experience that I wanted to right. Couldn’t recreate it cause I wasn’t confident in what I was doing. I was just on a copying shows that looked successful and try to work it out.
But then we were killing it behind the scenes with guests and I’m like, Oh wow, this is just becoming more and more interesting. But my determination, uh, to get a podcast working continued on. So I stopped podcasting for a little bit. This is when I was just doing it for myself. And then, um, I’d gotten to a point where I was working with a few other businesses and we’d noticed that their content marketing had just fallen off a cliff. And this was about a year ago, and I don’t know if you experienced any of this, but it’s like we used to get a ton of reach on Facebook, like just putting videos in or promoting things from there. Like Facebook organic used to work, used to work well yeah. And do you know what people used to open our emails like um, and we love but it’s like, you know, gone are the days of like 50% open rates on average. Well for us anyway we noticed really big declines and then the next part was that we noticed, hang on these webinars show up rates I can crappy. Like so we’d gone through all these phases where a lot of the traditional content marketing things we’d been working on to that point just kind of started to decline and weren’t working as well. I saw that because I think practically everybody who I know goes sort like,
Janet Beckers: you know, to their, to their buddies, you know, who are in the same industry. Like can you help me out? Like I’m really starting to notice like people aren’t leaving comments on the blog post. So my open rates click through rates gone. Like they hate me. What am I doing wrong? It’s really lovely when you hear somebody else go, it’s not, yeah, it’s across the board. Yeah.
Charley Valher: Industries change and content marketing is a phenomenal example of that. I mean, when I first got online, Google AdWords was like one and 2 cents a click.
Janet Beckers: I know. Yeah. I used to use it all the time. I had a whole program I sold on DVDs that I would post out to people on how to use, um, you know, Google ads because it was the thing to do. Even I could work it out. Yeah,
Charley Valher: absolutely. Like, and this is one of the things we re we really, really look towards. So, um, on the back of seeing these things, probably about a year and a half ago, a, we’re like internet marketing and content marketing particular was changing drastically. Like we need to do something different. And we got back in and we launched some new podcasts with some new perspective. And what was crazy is that the podcast became the connective tissue to actually turn these businesses around. So it’s not that we stopped doing webinars or we stopped doing other things. We just found that if you have a podcast for your business and you are bringing an audience together and then you’re leveraging that audience and then maybe taking them to webinars or other value things from there is we started to see numbers like the old days we started to see businesses get really, really crazy from a growth perspective.
Janet Beckers: That is really interesting. And so what was causing the growth? Was it the joint ventures do you think?
Charley Valher: To loop in a few things from here. So I’ll just make sure I’m articulating this well cause I often get excited and skip parts of my stories and people need to pull me up. So just pull me up.
Janet Beckers: That’s my role. I’m the mum and I’m holding this whip very lovingly.
Charley Valher: Just to recap here, as I’d had that first experience where I’d got a sale really easy. I’ve then gone into my own show, got no leads from the show, but we developed all these JV partners. And then that was how we grew, uh, outsourcing angel, my company at the time. We then ended that show. So that show stopped because we had all these wonderful partnerships now. Like it was developing well and then I’d gotten into some other businesses and they were doing well in content marketing and then they started to decline. And then sure enough we reintroduced podcasts into their content marketing mix. And then that had been like the pitcher on the fire to accelerate those businesses. So why these businesses or why these stories so important from here is that if your an expert or someone that’s already doing some form of content, bringing that podcast into that mix is the thing that starts to act as the connective tissue to build really high quality leads.
People you have deep relationships, past, um, short content. So when it comes to like applying to these businesses now the podcasts have been ending up as their main lead source and that’s what we really like to see from all our clients. It’s been a fantastic experience to see from there. So why it’s working or I feel, um, from what I see all that, why I feel podcasting is working so well. Podcasting is kind of where blogging was maybe five or six years ago, where there’s still really a lot of capacity to go. It’s a hot market. There’s also a lot of people like growing into listening to podcasts. It’s become mainstream from there, which is really, really exciting. We’re also seeing it companies like, uh, Apple, Spotify and Google investing heavily into bidder technology. Anything podcasts more accessible.
Janet Beckers: Yeah. I really love how you said that. You know, and I’m also just reflecting on these podcast that people are listening to now because I used to, you know, my business pre podcast was all interviews like every single week. I did interviews for years and years and years and years. And that grew my business, not just because back then people would actually pay for the recording and the transcript what grew it was the relationships that I had with all these beautiful people who I interviewed because not only did I learn a lot from them and I made it that I took an action every single week on whatever I’d been taught. But the most important part was they became joint venture partners. They offered me opportunities. They, you know, say come over to our country and you know, speak at our conference or, you know, we’d like you to be a joint, you know, to be on our faculty and, you know, we’ll promote you all the time as long as you come and give your expertise, like opportunities that you would not get elsewhere.
And, but interestingly, in a couple of years before I close, wonderful women and transferred to this brand, um, I had stopped doing them because they weren’t working as a business model. And I had been thinking, right, just be sensible, Janet just only do the things that are gonna bring in the money. And I really felt the energy in the business drop and my relationships with joint venture partners was harder because I had to consciously outreach to nurture those relationships and start new ones. So one of the reasons why I launched run at you tried radio at the end of last year when I did all of our rebranding to run actual tribe was very, very specifically, the podcast has been an absolute essential part of the establishment of this brand because one, I absolutely love it. Like I love these stories. Like I could talk all day to you, Charley. Like you’ve just, you know, got great stories.
But also importantly, the relationships that you create. It just means that you don’t have to work so hard to create a really influential circle around you and to have those people that know you and your business well enough that you know who it is that you would like to be able to say, Hey, we all promote you. If you promote me, what do you know that you’ve got people who you can trust. Um, and so it’s, it’s really for me when you’ve been talking about that story, I could say that it’s been, that would’ve been very difficult to have built the brand and to have attracted higher end clients. Um, but that’s one of the podcasts it’s designed for the higher end clients is, would have been harder without this, it would have been a lot more being a lot more reactive and I can see that a podcast for my business and my brand has worked exceptionally well in that way. So when you were talking about it being the connective tissue, it’s a great way to describe it.
Charley Valher: That’s how I think about it a lot. And it’s great you’ve been able to, obviously I’m preaching to the converted, but these are just so many of the facets of like why I love podcasting so much minder, my kind of experience has been, is like podcasting is probably the only marketing that actually pays compound interest. It’s something that continually builds on top of each other, provided you keep releasing content from there. Again, you know, not to bad mouth Facebook ads, we love Facebook, but one of the things that drives me nuts with Facebook, Instagram, LinkedIn is that if you make content and you put fit into these feeds, you might be there for 15 minutes, maybe a half hour where podcasting is this really interesting thing where it’s like because we’re building a relationship and the intent is for repeated use, like a TV series. Why people know with podcasts there’s going to be another episode. So I kind of feel like it’s become the sweet spot if your looking to develop content marketing these days. Yeah.
Janet Beckers: Okay. So now let’s have a look at, cause you’ve talked about um, you know that it does, it is the gift that keeps on giving. It is, it is a long game. It’s not the kind of thing where you’re going to put this out and it’s going to result in sales. They’re not sales pieces. So let’s look at what’s actually involved. Like a bit of a reality check of what is involved in actually producing a podcast so that people can make that decision. And then let’s talk about one of my favorite subjects, which is how do we milk it for all its worse, like, you know, total sort of like take what you’ve done and how much can we repurpose this easily or simply, um, so that we can really make the most of it. So, and this is your expertise, Charley. You’re the man that does this stuff. You and your company, that’s what you do. So let’s get a reality check of what’s involved in actually producing it so that people will, can make a decision about is it something they do themselves or is it something that they outsource?
Charley Valher: So I want to give people a bit of a point of view because I feel like I’m probably uniquely positioned to answer this. He’s like, you know, how long do you have to commit to podcasting to see a result? I get this question all the time, but I say to people six months, we noticeably see people starting from scratch with no following. And no list. If they commit to a system that I’ve built and do that for six months, they will see a notable, noticeable difference in their business leads. They’ll see following, they’ll see email list spill. They will ideally, if they can sell or have something to sell, they’re going to see more revenue and profit in their business. Excellent. So that’s the timeline I would get people to look forward to. And some do it a little bit quicker. You know, I like to give a conservative average of six months is the expectation.
Nice. That’s, that’s gold. Thank you. That’s a really nice reality check. So now you asked a good question about like what does it really take? Yeah. Funnily enough, I’ll go back to my first podcast. I had an assistant and I just gave her the responsibility. I’m just like, um, you know what you can do with this. It’ll probably take your work, you know, few hours a week. It’ll be fine. Because I was completely ignorant of how much is in podcasting. Um, and when, uh, I, I got a message from my assistant at the time and she was like, I’m burnt out. I needed to, I need some time off. And I’m like, what are you, what are you talking about? Like what’s, what’s going on here? Not realizing how much is involved. And this is such a huge mistake of so many people when they get into this space is their perception is that it’s, you know, it’s easy and there’s not much to do and it’s, it’s just like putting a post on Facebook like truly.
And so podcasting is a lot more in depth in that and requires different skillsets to do well. So I’ll give you guys an insight to who sits on my team and what roles they feel is going excellent. To do a podcast. Well you definitely need an editor. So we’ll start with the obvious one. You need someone who can make your audio and possibly video sound and look good. So straight out of the back. Uh, I know for example, we haven’t on this podcast, but maybe there was a mistake we need to remove. Maybe Charley did something he shouldn’t have and we need to get that edited out, um, or a whole bunch of reasons to just improve sound quality. So there’s an ended up, the next part is we have a designer. So you know, being seen on social media and having your brand done well is really important these days.
You don’t want any… how can I put this? Like crappy graphics you did yourself unless you are a designer. Oh, absolutely. It connects, it can actually distract from your credibility. It’s brand damaging. If you use, um, templates that are, maybe I’m not gonna, again, I love Canva, but if you use templates that everyone else is using and you push that with your brand, it makes you look like you’re at a lesser state or that devalues your brand. In all honesty, we have a designer on the team. We have someone who does, um, proper branded graphics to make the show look professional instead of thing. Um, the next part is a writer. You’re going to have a good writer on your team. Now I’m with every part. You’re like writer. This is, this is a audio or video medium. Why do you need a writer, your show notes and titling. So this is the information that goes with podcast a critically, critically important because this is the inflammation that someone gets to actually find your show. So, um,
Janet Beckers: actually that I really want to reinforce that one cause I do those myself. I’ve tried getting other people on my team and I get, I get cranky cause I think, Oh how, how can that be? But it is hard. So um, yes. So and it’s to do it well, it’s um, you need somebody who, who can actually write so yup. Spot on. Reinforcing that one. Yep.
Charley Valher: We dig into that so deeply. Like we actually have a copywriter and a proper content writer on the team. And the reason is this, I’ll give this away. I don’t normally give this one away, but I will is that if you’ve got a good writer and you’re publishing your podcast on your website, the chances are you can rank for your guest’s name. So you can often get some really good free traffic if you know how to actually position things. And this contributes to the growth element. So, um, those show notes, the way your social posts are written, your emails, all those things. So, so crucial when it comes to podcasting and having good written content to go with your show plays a really, really big role. There are what are called like your asset builders. So they make assets that you can then put onto things.
You can put these onto the platforms whether it’s audio or video. The next part of the team is the publishing side of things. So this is the organizing of when things get published on what channels or they get published and how they go out. So there’s four distinct roles when you kind of look at it from there and they all play a part in getting your podcast out live and running. Well now based on we can see why my assistant was probably having a breakdown. Now when we start to think about how all these other elements involved in, like my finding is that it’s always, it’s not often one person who can fulfill these well. So trying to put the responsibility of a podcast who into one person who can design edit, right. I think he’s a unlikely
Janet Beckers: yeah. Yeah. I’ve tried that before. It doesn’t work otherwise there’s other going to be parts that you’ve got to do or you’ve got to outsource independently. It doesn’t, yeah. Very rare for somebody to have those skills.
Charley Valher: Yeah. And so, yeah, I mean, and this is an opinion, but it’s a strong one. I think if you’re someone sitting here and you’re going, do you know what a podcast sounds like? A great idea for me to demonstrate my expertise then Oh you should be doing is selecting the guests and making the content and then you need to be handing that stuff over so you get a maximum ROI on your time. Yeah. Cause that’s the part that no one else can do. And all the rest of this stuff can be outsourced or using a company like mine, um, relatively inexpensive in compared to what your time is worth or what you could create in your business.
Janet Beckers: Absolutely. I would not suggest anybody tries it. I would not even launch a podcast unless I had a team who was going to be doing it for me. Um, and that’s even as a business that is a startup because the time that it takes you to do this sort of stuff, as you were saying, you know, your assistant burnout is, that is time that you can be spending doing the stuff that is your natural elements. You know, that can be the stuff that you can be spending on sales calls or um, you know, servicing clients, doing those things that only you can do. So absolutely. I would just really say, don’t even try to do it yourself. It’s a, it’s a great way to go broke.
Charley Valher: I couldn’t agree more, Dylan, that one the hard way, like, absolutely. But I mean, obviously now we’ve turned this into something much greater, which is a huge leverage for me.
Janet Beckers: Yeah. Yeah. And you know what, we’ve, I’ve done the same way, like we’ve really systemized ours and I have a team that has, you know, a graphics person that the geeky people, these sorts of things, um, that we have in house. And for me it’s, even though it takes me, you know, I commit this is a big commitment of my time. Um, it’s, I’m only doing the bits that I’m good at and everything else, I don’t, it just happens like magic, you know, this, the um, you know, it’s like the house sells from um, Harry Potter. That’s my, my virtual team. They just make it all happen. So that’s what you want to do.
Charley Valher: Well I just wanted to lean into that a little bit cause I again want to set an expectation from what I’ve seen. Um, we’d, some of our clients, we’ve been able to get them to a level where basically one day a fortnight they commit to recording time and they’ll also use some of that time to actually find guests. So they probably committing a chunk of time once a fortnight, then recording a batch of episodes in that time. And then they’re handing all of that over. So from a time commitment for someone who wants to release a weekly show, I would say it’s probably half a day, once a fortnight spent on content creation and uh, it’d be hunting down some guests that you particularly want.
Janet Beckers: Yeah. That, that’s the spot on. You’ve given some those sorts of things like don’t expect results for six months and uh, you know, half a day, a few hours. Yeah. Half a day, every two weeks. [inaudible] that is spot on. That’s what I’ve experienced as well and that’s really, really unrealistic. That’s great. Um, so now let’s just look at, um, just wrapping up about how are going to milk it for all it’s worth. Cause I love this whole leverage part. I love the idea when when people come to me, my, my peers come to me and go, yeah, you must have an amazing marketing machine that you’ve got happening there. Because I just see every day there is something out there that is content that you’ve created, that’s going out there on social media or going out to your email, going out on to Instagram live, you know, or um, or Instagram, TV, all these different things.
You must be really, really busy. And I’m just going, no, because we do like I do in house. What you do for your clients is totally milking it for all it’s worth. I love this stuff. Um, I love the idea of seeming clever and busier than I really am. So what sorts of things can you recommend for people? Okay. You’ve recorded your podcast. I love doing it as a video and then using the audio, but people don’t have to what some of the things that people can do to really milk that podcast even beyond the day that it goes live.
Charley Valher: Oh, there’s so many here and I’m glad we brought this up. Um, because it, again, I don’t think you can get this amount of leverage out of any other form of content marketing, which is why I love podcasting so much. So, um, as we’re even doing now, we record most of our shows, 95% of our shows. We either our own or the ones we work with, uh, video these days and adding video in straight off the bat. He’s one of the ways we add leveraging because as soon as you make a podcast video and audio, you open up the ability to take advantage of YouTube video or Facebook video of Instagram, like from a marketing capability video gives you access to all these other platforms. So I’ll start going through these, but I might get excited. You might have to wheel me in [inaudible]
Janet Beckers: okay.
Charley Valher: When we record an episode. So if we were going to record this episode, which we’re recording one now and I gave this to my team straight out, they’re turning this into an audio podcast. So this is going to be published on iTunes, Google, Spotify, Stitcher, all of them. So we’ve got that audio element. The second thing is they’re turning it into a video podcast, which I know you do as well. So there’s going to be published the full video on YouTube, probably iTunes as well. And probably we Facebook as well. So we’re getting those four things. The next thing we’re getting out of that is when our show notes, we’re also turning that into a blog post. So getting your notes written really well. He’s also creating website content and you can put your video and everything else on there as well so you can see where splitting this out really well.
Then on the other side of that, whenever the first paragraph is of our show notes is also going to be our social media posts. So there’s our LinkedIn posts, there’s our Instagram posts, that’s our Facebook posts. So it’s, and then also we spin out an email cause people need to know when the podcast is coming out itself. So again, using that same body of show notes, you’re able to turn that in on an email to let people know when the podcast is out, which I think is great. And then one of the new ones we’ve been playing with, which I really, really love, is we’ve been actually using snippets. So taking short pieces of content from the actual longer episode and then using that as pieces to encourage people to come and listen to them the full episode. So maybe there’s particular kitchen that we could use that and then that’s another day’s content.
Janet Beckers: That’s a great idea. [inaudible] do you do, cause that’s something I don’t do well enough that I think that we could do. So we, we’ve got potential to go back and milk so much content that we just, we do a good job I think. But there’s so much more you could do. So do you, when you do your taking snippets, like do you do that audio or video or written? What do you do with those bits? I’ll give you the highest leverage one and I’m not done yet with these leverage. Right. Oh [inaudible]
Charley Valher: um, okay. So then the next one we’re going to go through from there is when we’re doing snippets, particularly at the moment we’re doing square, so four, three ratio and we’re putting captions on that square with the question that is being asked at the start of the snip snippet and then publish that straight on Instagram stories, Instagram feed, Facebook stories, Facebook feed, IgE TV, LinkedIn, super, super high leverage at a one format without having to change too many things around. Um, and it’s proving and again, to put more leverage in something I’ve been doing to like amplify my reach is I’ve been running Facebook ads to those snippets and then giving a people a link to listen to the full episode of the podcast. And then that’s how we’ve been growing out of this issue on some of the shows.
Janet Beckers: Oh, I love it. That is clever. I’m going to have a talk to my team about that one. I think that’s a really clever thing to do. Um, so yeah, that’s, that’s a a perfect one. So are there any other ones that, um, that people can be thinking of that they can be milking? And by the way, this is something you would, your Tim does all this stuff for people, don’t you say?
Charley Valher: Well, across this, this is our, like we certainly don’t do everything, but what we do do, we do very well and like where I am to be the number one podcast media agency around podcasting, we want to be the best at it. That’s what we’re striving for. Um, but if it’s going into other realms, like that’s not our area. So we very much stick our lane, but I’m actually gonna do one of the forms of leverage while we’re actually on the podcast. Are you ready for this? Every time I have a podcast episode, I also make sure to take a photo of my screen with them and I’ll put that in my Instagram story. So tease out, Hey, there’s going to be an episode with me and Janette coming out soon.
Janet Beckers: That’s like right idea.
Charley Valher: So, um, these are the, some of the ways you, you get to start thinking creatively and thinking differently. Um, but I’ve got more, I’ve got time for one more. Go for it. Go for it. Okay. So one of the things where we look for leverage in this, um, is that you also have guests often to work with. So an extra layer to kind of throw on top of that. Um, you know, this is your podcast now, but when that episode comes out is letting me know it’s out so I can share it with my audience as well. Yeah. And this is really, really powerful because, um, in this example here, if I post this out, which I will, I will promote this of course, but it’s, my audience will then be exposed to Janette’s audience, but not through finding this person cold through me saying, Hey, you should listen to this podcast. People are going to be much more trusting straight away.
Janet Beckers: Mm. That, and that’s a really powerful one. That’s one that, um, and you’ve got to make it easy for people to do that. So you’ve got to send them some sample copies, some images, you know, things to make it really, really easy for people. Because if you’ve done a great interview, people are usually really quite happy to share cause they want to brag, you know, sharing their, you know, Hey, I know what I’m talking about. People have me as a guest. So, um,
Charley Valher: you want a little, little secret one there again, the little little strategies, little secrets. Yeah. I mean I aim to be the experiment for all the clients. So if there’s any thing I’m trying on my own show, um, I’ll always share it and go, Hey, I think we should be doing this. And um, it’s a really good leverage point for me. It’s like getting people to share your stuff once they’ve been on your platform or, or your podcast. I’ve found one of the most effective ways on social has been to tag them in the post. So when we post the snippets, rather than emailing them and saying, Hey, your episode’s up, can you please share this link? Oldest, start tagging them on all the platforms, whichever ones they’re on. And it’s been really, really easy for them. They just have to hit the share button on their social.
Janet Beckers: Yeah, that’s a great idea. That’s a great idea. Having a system around that. Yeah. My mind is automatically going to, okay, that’s a step in the system. Okay, we’ve got to, yeah, that’s, that’s really good. Oh, and yeah, these are the kinds of things that make such a big difference. They are the ones that end up with people saying, wow, you seem to be everywhere. And it’s there. They sure they work, but you’re getting somebody else to do all this stuff. So it’s really, really milking. I love it. That’s Charley’s loaves and fishes, a version of the podcast. So, um, that’s, yeah, really, really good. Um, for people now actually all share you one extra one before we go. But something we’ve just been doing for our last few podcasts is instead of writing a long blog post that went with it, apart from the show notes, what I’ve started doing is to create a worksheet that’s really just, you know, questions that you can ask yourself so you can take action for the podcast. It takes me less time. Um, and it’s an opt in. And so we’ve just been trialing that for the last, say six episodes. Maybe a bit more and we’re getting more and more opt-ins every single week, um, because people are wanting to get that, um, that cheat sheet. So yeah, that’s just a, another thing that you can do to be leveraging what you’ve done.
Charley Valher: We can’t stop here now. We have to, you’ve opened a can of worms. So that’s probably one thing we haven’t covered. Right? You know, we’ve spoken a lot about how do you create leverage on the front end, how do you leverage your podcast to create more marketing material to bring them to your show is incredibly powerful. I again don’t think you can find a more leverage platform than podcasting, but what’s amazing is the leverage it can create on the other side. So what you’ve just described is what we call a content upgrade. And if you can create high quality content upgrades to go with your shows and I’ll give you quick examples. So as you said, questions to go with it. Frameworks, templates, he studies, um, my favorite ones at the moment. And if you can create those types of companions to go with your show, that’s how you can really successfully move people from your show on the things such as your email list I think is really, really powerful. To give you some good data as well. The main monetization point for people coming from their podcasts that work with us is getting people to make that jump from their podcast onto the email list and then they’re sold from the email list. So that is the higher point on a podcast.
Janet Beckers: That is a great point and that’s probably a great one to have for us to finish on because honestly I could, we could just talk about this a lot. I get excited about this stuff because I’m, you know, that’s the final thing is, you know, this is where you’re taking the people who are from the listeners to get them onto your list and that’s where you then got your followup. This getting them to the sale. And so always be thinking in reverse. Like, you know, what is it that you sell to people? Who do you sell it to? What’s, what, you know, how do you sell it? Like are you ultimately wanting to get people to a sales page or a phone call or whatever, then you’re gonna go back to if that’s what’s gonna get them on my mailing list and how does that relate to this particular podcast?
Who’s going to be the best guest? You know, if you just think backwards that way you’re gonna make money from it and it’s going to be worth you doing. So if he can’t answer any of those questions along the way, Hey, that’s what Charley and I’ll do. We can help you with that stuff. So, um, that’s going to really turn this into something that is profitable for you. So, um, any last action steps for people to take this week? What’s one thing that people can do this week that’s going to help them to start down the path of a podcast if that’s what suits them?
Charley Valher: That’s a really, really good question. So if you’re someone who’s sitting there and maybe started to show what you’re thinking about doing a show, the first thing I encourage you to do is actually do a bit of market research and have a look at how other shows are doing in your niche or area. And I think what happens to a lot of people is they get really inspired. And I’m a big believer in follow the money and I’ll just give you one nugget here. When you look at how many people are investing more into podcasting, how many you making more of an effort to do podcasting as a part of their business? Um, I wouldn’t be doing that if the returns weren’t there. So I’ve always been a big believer in follow of the money and look at what the industries are doing and this is the hot market at the moment and certainly one that’s gonna keep growing.
Janet Beckers: That is brilliant. That’s great advice. So go and do that people. And um, Hey, you’ve listened to one here. Hopefully you’ve got some ideas that you could be using in your own. So for people now, if, where can people go to, um, see what you do, Charley, and to be able to connect with you? Well, if people want to see a lot of the things we’ve spoken about inaction, the best place they can go is to check out my podcast. The podcast is the business of podcasting. You can kind of guess we use talk about how to leverage a podcast, how do you make it the business side of podcasting works. So that will help you generate leads for your business, help you generate more revenue and more profits. Excellent. So that’s, and so they can find that like, Oh, we’re all good podcasts I found.
And we’ll also put links on the podcast page. We’ll have links for where you can go and find Charley and you can find links to, we’ll put the links over there to get to his podcast as well. So you can go and for everybody that’s listening, the best thing that you can do for Charley and I, um, is we really want to hear if you take action. Honestly, it is core to, we know why we do what we do is we want to know that somebody has listened and taken action. So if you’ve done this exercise that Charley’s given you, if you have done anything else that you’ve done to tweak your own podcast or be starting your own podcast, go and find Charley, let him know. Let me know. So either find me, everyone, social media, drop me an email, um, or when I would be exceptionally grateful for is if you’re on iTunes to leave a rating and a review. What did you take action on as a result of this particular episode of this podcast? I’d love to hear from you and then we can help other people find this stuff as well. So thank you so much for your time. Thank you again, Charley. You have so over-delivered. This has been one of my favorite podcasts because it’s where there’s a Simon the action steps that people can take from here. So, um, thank you so much for today. You’ve been brilliant. There’s an it.
Charley Valher: Thank you for having me.
Janet Beckers: Bye everybody!