176. How do you podcast again?
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We're back after a little (okay, a long) hiatus! In this episode of Brand Therapy, we'll bring you up to speed on where we've been and what we're excited about regarding the podcast. We'll even share our plan to repurpose our content, which you can totally steal.
Episode transcription
Phil
Friends before we get to this live episode recording oh, it feels so good to be back, I wanted to tell you about our latest freebie that you can go download right now. It is called the Instagram growth checklist it outlines exactly what you need to do on Instagram to get more followers organically and quick hint, this requires more engagement than posting content. This one she details all of it for you. It's going to tell you exactly how to spend your time on this platform that you've probably prioritized. Check it out among a whole bunch of other freebies at philpallen.co/freebies (repeats) is where you need to go to get that juicy worksheet and a whole bunch of others. Now on to the show.
Phil
Hello, we are live. Oh my god, it feels so good to be back. This is our first official episode of Brand Therapy, after what I would call a fairly extended hiatus. Would you call it that Lauren Moore?
Lauren
Yeah, we took an extended break. I believe that when we decided to take the break first we were we said something like we're gonna be back in a few weeks, couple months, Phil's getting his tonsils removed. And it ended up being significantly longer than that. But with good reason which we'll get into today.
Phil
Yes, to celebrate this, the fact that we're back and we'll be here each week unless there's a holiday. But to celebrate the fact that we are back. We are live today. So we are streaming on YouTube. We're streaming on LinkedIn pretty much everywhere that can be streamed, we are there. And obviously the audio is available for our listeners. So we do have some visuals to work with today, which means we'll probably talk out anything that we put on screen. So don't worry if you can't see you can just hear that's okay. It probably sounds a little different, because we are literally live we are recording live. So something bad happens. It happens. We roll with it. I'm just happy to be back doing this. And I think a break was certainly needed though, I have to say we reached this point where we just needed to rest in recharge. Let's call it that.
Lauren
Yes. And after 175 episodes, I was personally feeling a little creatively depleted. We were going through the motions every episode was starting to feel not not boring, but a little repetitive. And so I think that taking that break allowed us to create a system that is really going to reinvigorate the way that we do Brand Therapy.
Phil
Absolutely. We're back, we're recharged with new energy. I feel like this conversation, we should actually talk about that in specific since we talk about branding, we talk about marketing, we talk about social media, routinely, it might be helpful to actually show our listener our updated workflow.
Since we last spoke, I've been on stages I was in the UK. Speaking about Pinterest actually put up a slide on stage at that, that conference by Janet Murray, that showed the importance of podcasting. In fact, I'm going to put that slide up for those of those of you that can see the broadcast today we're live, this is what our content workflow looks like and don't worry listeners, we're going to talk it out. Podcasting for us is hugely important, even if no one listens to our podcast. And we're happy you do listen, we're happy to have you along for the journey, it's been over 175 episodes and we'll continue cranking them out. For us podcasting is so so valuable in terms of what this conversation does to feed to so many other places that I that we show up online.
LaUREN
Yes so our podcast is really step one of our content creation process. It is our long form piece of content and it's where we really get the information and the framework to create smaller pieces of content from that. So before we used to alternate with guest episode and then a solo episode between Phil and me now it's anything goes. We're letting the topic of conversation guide the episode. If we if there's a topic that we want to discuss and there happens to be an expert that we'd like to speak on that they'll come on and if not, it's going to be filling me just going through that topic to make sure that we can really provide the best exploration possible for our listeners. After the podcast oh this is these are the downsides of doing things live we can't have our editor edit out when I interrupt you like that I'm so sorry Phil continue to the next page.
PHIL
No, no all I was gonna say was even just having on our calendar the time like we do right now to record this, it gives us even before it shows up other places online, the podcast, the fact that we have to be accountable to creating content that we share with our audience, it forces us to make time in our busy schedule. It is busy, we have how many clients right now over 30?
Lauren
Yeah, mid 30s, mid 30s. A lot of clients.
Phil
So it's not like we're sitting around twiddling our thumbs going, what should we do now, we really only have time, that can be used very intentionally, unless we want to go crazy. We'd like to get a full night's sleep. We both like to work out when we can, you know, I'm doing this new meal plan thing, I'm sure I'll talk about that later, where I'm doing lots of protein take some time to make my meals. You know, sitting and creating content isn't something I do as a hobby. It's something we do as part of work. And that's I guess the point I'm trying to show here is that for us, podcasting, and being accountable, that is really what warrants the two of us getting together and riffing and brainstorming and coming up with ideas that then feeds in everything else. I just wanted to add that,
Lauren
Yes. So then after a podcast is recorded, we transcribe the episode, and that becomes a blog post. Now we are exploring some AI tools, which I'm sure we'll be talking about in future episodes, but for now, it's little me refining the transcript, to create and formulate a blog. And that's part of why creating a structure for your podcast is so important. We don't really freestyle as much as you think on our podcast episodes. We do behind the scenes guide the questions and guide the discussion, knowing that eventually it is going to be transcribed and read in a blog post. So it needs to have a bit of structure to it, which we follow.
Phil
So we start with the podcast, which is around half an hour. By the way, you didn't add this, but you take excellent notes during that conversation, notes that that include the questions that we ask bullet points of the answers that the guests provides, or that you know, that we conclusions we come up with within our conversation. And then that right now we're experimenting with a variety of AI tools to do this quicker. What is it Chad? GPT GPT. I never know if it's P T or B T. C, E T GPT. It's super cool. Super, super cool. I also, you know, we've tried other tools, like any word copy.ai. Jasper. We will have some recommendations coming up for you later in some later episodes, once I prove or once I decide which one is my favorite. So that helps us write a blog post. Lauren writes the blog post, because I don't like to write. It's true. I don't like to write what I do, then I do like to create videos. So from that blog post, I'm able to then turn it into a YouTube script. And sometimes it takes a little bit of reshuffling, repositioning, right. Normally what I'll do is I'll hop over to YouTube and I'll actually start with a keyword related to what that interview was about or what that episode was about. And I'll see what are the first five results, and then I click enter and then I see what the first before I scroll on the page, I see what the top performing videos are on that topic. Finally, then I'll use tube buddy which is my favorite tool for YouTube. They have a keyword explorer, and I'll type that keyword into the Keyword Explorer is as a paid tool. It's really inexpensive, highly recommended, if you're thinking about creating content for youtube, it will then give me specific phrases and improvement ideas on how to even position that video. The beauty is it might take a little bit of workshopping to land on the video topic, but the content is pretty much already been written in the conversation that we've already had. I'll reformat it right YouTube as a video as an intro, I normally have between three and five points that I want to make with some story sprinkled in, and then a strong call to action at the end. But by having a podcast episode first and then a blog, it takes me half the time that it would sometimes less that half the time that it would. Then if I had to write a script from scratch,
Lauren
The next stage are posts. Now Phil, it's really cool, recently, you've been creating shorter videos from your YouTube videos that show up in the form of YouTube shorts and Instagram reels. But I know that you also do turn those into written posts too like carousels or even captions accompanying us to photo on Instagram. So basically, you take the full video and you chop it up and grab some extra notes from the blog if needed, and then your content has basically written itself.
Phil
It's literally written itself. If we are connected on Instagram, which if we're not we should be you'll know that one of my styles of posts is just a gray background with text, gray background with text, no fancy photos. These are rules that I make for myself so that it becomes even easier to create the content. Now at this stage I'm almost literally copying and pasting from the blog into Adobe Express where I'm making my carousel that I post on Instagram. It'll again just require a little bit reshuffling. Normally I'll condense the sentences and try and make it as short and snappy as possible, maybe throw in some videos or photos if needed in the mix. But I tried to really create a post quickly. And using existing templates that I follow really helps me make those decisions faster. So that's the post stage.
And now we've added one more, we've added one more step to our podcast workflow that I'll talk about now, which is Pinterest. So for every new episode, we're gonna have three to four new pins for each episode. And you know what, I speak about Pinterest at conferences, I get tons of impressions on my account by doing very little. It is a platform that does not get as much love as others do.
Lauren
I need to jump in here and just say that you're like, yeah, I get I get impressions without doing my show, you get millions of impressions, like millions. It's a wild tool, especially for generating SEO and site traffic. So I love that you added this step, Phil.
Phil
I'm happy we added it because it's really easy to create when you have pre existing templates, we're going to dive into this in more detail in this. In the coming episodes. I'll actually be able to give you some free templates to get started on Pinterest if you're not there, if you already are there. Well, the name of the game here is to create templates for yourself so that you can create quicker. I did a little a little experiment to see that right the time spent on social media, so Instagram, YouTube, Pinterest, I spend a decent amount of time on Instagram, I spend a lot of time on my YouTube content to reach about the same audience on on Instagram. And on Pinterest, I maybe spend an hour a month, maybe less, sometimes it's 15 minutes a month. And that's actually where I reached the most number of people.
So we're super happy to add this back into our workflow. For those of you that are watching, I'll share this screen one more time, feel free to take a screenshot and think about how you can adapt this for your own content workflow. But this is a huge reason why we hit the pause button on our podcast because it felt like we were giving, giving, giving and making time for something that wasn't necessarily returning for us. Right in a we weren't maximizing it in the way that we wanted to. And it took some time and took a little bit of a break to feel recharged and energized to get back at it. So we're back. I guess that's the most important announcement in this episode.
Lauren
Yes, it feels good to be back and we've got some really, really incredible episodes coming up including some just amazing experts for all of us to learn from.
Phil
We are so excited. Thank you for welcoming us back. Thanks for checking out this episode either streamed or recorded. Remember to check us out and subscribe for future episodes. And until then, thank you so much for hanging out with us on Brand Therapy.
Lauren
Bye!