The podcast blog

Blogging has become a valuable part of the content marketing strategy for many businesses.  Good quality content is something that gets you found by search engines, read by potential clients and shared on social media.

But what if facing a blank screen and writing is something that fills you with frustration?

We’re not all natural writers.  For some people it just flows, for others stringing two words together is a mammoth task.  This doesn’t mean you’re illiterate, it just means that you have different skills.

At least a couple of my clients have realised that, while they don’t like writing - and feel that the results of their writing aren’t what they want to produce - they’re very happy chatting away about their area of expertise and are exploring producing a podcast instead.

There’s never been a ‘rule’ that says blogs must be text, arranged into sentences and paragraphs.

• There are blogs that feature images
• There are blogs that are video (vlogs)
• There are blogs that are audio (podcasts)

Podcasts have been around for years - more than 15 - but they’ve suddenly gained more popularity as people look for learning and entertainment on the move.  A video is harder to watch, but podcasts can broadcast through your headphones or ear buds, in the car or on the train - and listening seems to be easier than reading for many people.

Fail to plan, plan to fail

Just because you’re naturally able to talk fluently, doesn’t mean you don’t need to plan.  There’s nothing more irritating than starting on one subject and then wandering down a series of paths that take you further and further away from your core subject.

A bit of planning will give you a structure and direction.  This doesn’t have to be a script - in fact, that would just result in your writing a blog that you then read, and that never sounds natural.  All you need is a few bullet points to follow to keep you track.

Engage brain before opening mouth

Make sure you’re focused before you start and you know where you’re going.  Think about each point you want to make and work towards it.

Don’t talk for the sake of filling the silence.  If you lose your thread, pause for a moment and think.  Silences can be edited out so there’s no need to panic.

Check your bullet list and where you were up to, take a calm breath and start from where you left off.

Check for verbal idiosyncrasies

We all have these; they’re phrases we repeat frequently.  For instance, ending sentences with ‘OK’ or ‘you know’.  Words like ‘absolutely’, ‘basically’ and ‘like’ sometimes pop up to often and are guaranteed to irritate your listener.

If you want to keep your listener engaged, make sure they’re listening to your thoughts, not counting how many times you’ve repeated your favourite word!

Polished, but not perfect

Your podcast needs to have structure and focus, but it doesn’t have to be perfect.  The odd throat-clearing or cough isn’t a big deal.  Yes, you could get your podcast edited professionally, but don’t worry too much about ironing out every little thing - you’re human and people expect you to have the odd human foible.

Where does your business come from?

Business comes from many sources, whether that’s direct sales or being recommended by someone - do you know what the most effective source of business is for you?

Take a look at your current batch of customers; how did they find you?

If you don’t know, ask them - it’s an excellent excuse for one of those ‘how’s it going?’ chats that often result in testimonials or referrals - or both.

Beware being too general as this won’t help you to invest in the things that make a significant difference to your ongoing business growth.

If someone says ‘I found you online’ does that mean:

• They searched with Google and found your website
• They connected up with you on LinkedIn
• They saw a Facebook ad you’re running
• They were searching on Pinterest
• They found your Instagram posts
• Someone recommended you in response to their Twitter request ‘Does anyone know a good …’

These are not the same thing and it’s important to know where your business comes from so you can justify the costs and time you invest.

‘I get my leads from networking’ is that from:

• A regular networking group you attend
• Random networking you do around your area
• Your online networking, for instance, connecting with potential clients on LinkedIn and starting conversations with them
• An industry body you belong to - institutes and associations.

Whatever networking activities you do have a cost, whether that’s your time, money or both.  Knowing what your return on investment is will make a difference to where you invest.

‘My business comes from advertising’, but which ads are working?

• Local press
• Industry journals for your target market
• Google ads
• Facebook ads
• Banner ads on other websites
• TV and radio
• Billboards or static ads around the community (e.g. bus stops, petrol stations, etc)

Having spent money on advertising that never worked (Yellow Pages didn’t do it for us, but I know lots of people they really worked for), it’s too easy to keep existing strategies going - in case they work.  However, most of these things eat up a chunk of your annual marketing budget - it’s important to know how well they’re working.

‘Most of my customers come by word of mouth’, so who is your best advocate?

• People in your local networking circle
• Existing clients
• Friends and family
• Online networking connections
• Social groups

Many business owners get business by recommendation.  If you know who your best recommenders are, you’ll be able to nurture them, thank them and, if possible, repay the compliment.  Better still you may be able to ‘recruit’ more people like them.

If you know where your business flows from, you will spend less and get better results.

5 steps to beat writer’s block!

If you want to write a book, there are lots of things to do - mostly practical stuff - but then you actually have to write the book.

Many authors find that, even though they have years’ of experience and bags of knowledge, getting it down on paper isn’t as easy as they thought it would be.  So here are my steps to beat writer’s block.

1: Get all your topics out of your head

A book may be around one subject, but will have many topics that contribute to that subject.  Get them out of your head and onto paper.  I am talking about a real piece of paper here, simply because your brain is more creative with a pencil/pen and paper than with a keyboard.

I like using mind-maps because this allows you to add things wherever they need to be, which makes the next steps much easier.  If you don’t know how to use mind maps check this out (the little video at the end is great and simplifies things if the super colour diagrams look mind-blowing).

2: Sort your topics into a logical order

This is where you decide what will take your reader along the most useful path for them.  What do they need to know first?

You might tweak this later, but it should be a progression that covers the things they need to know in the order they need to know them.  Some topics may be a chapter on their own, others may be gathered under a single chapter heading.  Which leads to the next step.

3: Develop your chapters

Now you’ve got the main subject(s) for each chapter it’s time to develop them.  Again, I use mind-mapping techniques as they allow you to go back and add things without having to rewrite a list or squeeze things between the lines.  You should end up with one page for each chapter.

This is where you identify quotes, case studies, examples, anecdotes, theoretical models, etc. that will add value to your chapter and help the reader in some way.

4: Create your chapter recipe

When you get a recipe it has an order - the name of the dish, how many portions it makes, ingredients, method, cooking time, serving suggestions.  When you buy a cookery book you quickly get used to that particular chef’s structure for their recipes, so you wouldn’t expect the number of portions to move from under the title to the end of the instructions.

On a more complex level you need to do the same for your chapters.  If you start Chapter 1 with a quotation, you’ll need to do the same with each chapter.  It gives your book a predictable structure and strokes your reader’s comfort zone.

When Chapter 2 looks very different to Chapter 1, that’s the point where people put the book down to ‘make a cuppa’ and never pick it up again.  Research suggests that most people don’t read past Chapter 3 of the books they buy - you need to do everything you can to keep them engaged.

5: Start writing

If you’ve done steps 1-4, step 5 should be easy!  You have a structure to work with, you have your material already organised and developed - all you have to do is flesh it all out.

My advice is to schedule time into your diary for writing.  Set aside 90-120 minute sessions and find somewhere you won’t be disturbed (switch that mobile phone off!) and take a chapter sheet and start writing.

You’ll be surprised how easy it is when you know where you’re going.  Don’t worry too much about your writing style, just get it out.  Your editor will tidy things up later.

A list with value

Every marketer relies on a list.  Email marketing is still an effective tool and, if you don’t have a list already, there are courses that show you how to build a list.

A couple of years ago GDPR hit many marketers hard, reducing lists as the contacts failed to respond to the request to give permission to remain on the list. 

If you’re holding an event or launching a product you need a list to market to - and any old list won’t do, you need a list of people who have already demonstrated they’re interested in what you do.

You have two options - build your own or buy one in.

Paid for lists

You can still buy lists of people who match your chosen demographics.  However, they’re only people who have said ‘we don’t mind getting email marketing messages’, not people who have said’ we’re interested in YOUR email marketing’.

If you do buy a list check if it’s a single use or multiple use list.  If you purchase a single use list and then try to use it again, you’ll end up paying for it.  Most professional list vendors seed their list with contacts details that come back to them so they can tell if someone emails or direct mails more than once.

Build your own

The most effective way to develop a list of interested contacts is to create your own list of people who have raised their head above the parapet and shown an interest.

The way to do this is to create a lead magnet, sometimes known as an ‘ethical bribe’.  This is a document with actual value.  Usually shared knowledge that others want and are prepared to give their email address to get.

The system works like this:

• Create your report as a pdf
• Create a hidden page on your website where people can go to download this
• Sign up to one of the many online data management sites - MailChimp, AWeber, Infusionsoft, Constant Contact, etc.  Most of these will cost you a few US$ a month for your subscription, but are worth it.  Some are more expensive - usually because they have a massive range of functions that others don’t offer.
• Create a form to collect first name, last name and email address (the data management site should enable you to do this).
• Add the form, an image representing your report and a strong call to action to the home page of your website.  The right hand side near the top is an ideal position.
• Set up a thank you for signing up email with the link to the hidden webpage for them to download their report.  Again your data management subscription should allow you to set this up and automate it.
• Promote your report on Facebook and other social channels.

This means that your list are showing they’re already interested in your specialist area of knowledge - which makes them more likely to be interested in more of what you offer.