The B2B Revenue Executive Experience
The B2B Revenue Executive Experience

Episode · 3 years ago

Simon Thompson on The Power of Content Creation and Using Podcasts to Build Authority


Podcasts. We’ve all listened to them. But how do you get your target audience to choose the right ones to listen to – yours? 

Over the past several years there’s been a tremendous popularity increase in podcasts, and with more and more to choose from, it's become very difficult to differentiate.

Simon Thompson, Co-founder of Content Kite, joins us to talk about how you can rise above the noise with your podcast and, if used correctly, how you can elevate your brand’s image.

When you feature someone as a guest onyour podcast you're, providing them some value upfront, you're listening to the BTB revenueexecutive experience, a podcast dedicated help in executives traintheir sales and marketing Tams to optimize growth, whether you're lookingfor techniques and strategies were tools and resources. A you've come tothe right place. Let's accelerate your growth in three to one: Welcome eyo oneto the B to be revenue. Executive Experience, Om your host Chad Sandersontoday, we're talking about the power of content creation and specifically usingpodcast to generate leads and build. Authoritie is something that I see alot of individual sales re up struggle with. They all want to jump in on theauthority. Marketing or thought leaders should build their personal brand, butthey struggle with it. They haven't quite figured out, you known theformula for it or the right flow for it to help us do that. Today we have SimonThompson, founder content, kite and also runs the growth lever. PODCAST andcontent kites focused on helping people to create podcast and blog contentsimmen. Thank you very much for taking time to be on the show today, thanks fohaving me chatticstotted, Tobay, yeah, all right. So, let's start with theobvious. I gave a little teacher there, but how about a little bit more contextaround content kite and how you came to do the podcast stuff, yeah sure. So Imean to to go back to the very beginning, O give the short version. Istarted out a career in mediaadvertising in the world of printmedia, but it wasn't in the most exciting form of print. Media isworking on construction and architecture, magazines that were solike if you're a manufacturer of like hexsaganal screws, and you needed toget them in front of construction companies or architects that wouldspecify them. Then you would advertise in these magazines that I was workingfor and, needless to say, it was quite dry to be Qorkin T. but, however, it did give me a goodsort of footing the door into the industry. EEVENTUALLY led to a role atMTV or the Solutions House. It was n apartment with MTV. We worked on prettymajor brands like Loria and thison and Disney that then let into a role at acompany called Mi nine, which is a well, was a joint venture in Australiabetween Microsoft and a broadcast network. An Istralia called channelnine that joint ventur since disolved, but the two companies obviously stillstand alone now, but again, that was just a really good place to cut myteeth and really enjoyed the role worked on huge brands like Nison andDisney and Ad Avass, and a bunch of other brands that you've heard of, andI really like the roll. I'm not one of those entrepreneurs that sort of bashesthe corporate world and goes like a you know like pope ot suck. I actuallyreally like at. I think, there's a lot to be learne there, but I did get theentrepreneurial bug moved from Australia to Austin Texas started myagency content tight, and here we are... so we're working on traditionalforms of content. I'm doing air quotes Tere for about a year and now we'vemoved into podcast content, N Audio Content, essentially as r main focus atthe moment. Was it a natural progression or was it part of a masterplan or just something that you figured out made sense from you beg able toprovide the full suite of content services to your clients yeah? So so Iguess it was in the master plan in a sense like when you were always goingto move into other formats like audio and eventually we'l start doing videoas well, but it really came about because- and this is something we'llget into the W- we started our own podcast Swhich, as you mentions, calledthe groath lever, and we started to notice some serious benefitsthat we hadn't actually expected to see. So we started as a content marketingchannel because we're like yeah we're conten agency. We should put at contenthi'll, be a great marketing Channel Two thumbs up, but what we noticed was thatwe were getting referred to people and were actually getting clients directlyfrom our guests that we were having on the show, and that was kind of alightbob moment for us when we sort of notice as this whole other like yes,there's the marketing site of it like the content, marketing side of it. Butthere's also like this sales aspect of it, and just it's a really effectivesales channel in order to build relationships with guests and get infront of people that you may not otherwise be able to get in front of,or that you just wouldn't have a reason to, and so that's kind of Wen to likeod Wen of am we decided that it would make perfect sense to offer to ourplients as well, obviously we're on a podcast. I do a podcast, you do apodcast. We know a lot of people that do podcast one of the challenges that Ihave seen I've run into it. Occasionally, I've seen other peoplereally struggle with it is how do you capture the attention of the peoplethat you may want to have on the show that may not be as familiar with themedium they may not be as comfortable with you know, an audio and audio video.You know kind of casual, just conversational format that isn'ttypically as structured is. Perhaps the questions that I sent you, but I'mcurious when you do that out: REAC R, where you reach out to people. What areyou finding to be most effective in terms of capturing their attention andgetting them to come on the show when you reach out to someone R, when youfeature someone as a guest on your podcast you're, providing them somevalue upfront in the form of what could be a number of things, but the I guessthe main ones are exposure, your positioning them as an expert, youressentially giving them a free marketing channel if they've gotsomething to promote and you have relevant audience and then there's alsojust the element of people generally speaking, enjoy sharing their story andkind of giving back to the community as... were, so in that sense, you'regiving them something, and so whatever you can highlight that they're going toget out of this when you send that initial email and reach out can bereally good. So, for example, like an email, lieigt senders, the subject inewill be, can we feature you inso first name, and then the email will just behey. I've been following your work around xyzed. I would love to interviewas a guest on our podcast and talk about Xisad. This is who the audienceswould you be interested in sharing your insights, that email tends to get abouta ninety percent response rate and then from those responses. It's about aninety percent acceptance rigt, so you won't get all of them, but you get thevast majority of them and it's because you're just positioning it as they'regoing to get something out of this. So that's how I go about it excellent. Sothere are those of us that do the podcast and we obviously we do theoutreach or we have somebody who does heot reach, FORC te schedule, guestsand stuff. I'm curious on the marketing side, have you seen clients or haverecommendations for sales, people that, even if they're not doing the podcast,maybe their company is? Have you seen how they've been able to leverage it?It's kind of a secondary tool to build relationships, Yor gain access o to keydecision makers. And what have you seen that look like sure? So, just Otifother question. So if you have a sales team, but it's not someone in thesales department who is running the podcast- is that yeah yeah exactlyThesoi, if you think about the playmaker which is put out by Gab arsonand the guys at inside sales labs. If I was a sales guy on that team, or I hadanother orb, you have another client where you doing a podcast form. How doyou instruct them to instruct you know people once remove saes people toleverage that content or leverage that show as an opportunity to establishrelationships with decision makers? Yeah, that's a great question, so thisis kind of where the interplay, I guess, between the marketing and sales, and Iknow those two words can sometimes work- has a single way. People are just likeit: Sales, a marketing and but like they are two different functions, butthere is a lot of overlap, especially in the beatof Ber world. So in terms ofthe marketing side of things like as a Salles person for you to be armed withhelpful content at all times can be a really helpful thing. So if you're in asales, conversation and appliant starts talking about a given topic or aparticular problem- and you know that you have this Bank of content, whetheryou're the host on the podcast or not, that you can send them. That's a reallygood way. It would be helpful if the two people that is the host and thesalesperson, are in constant contact and actually talking about who arethese people that we should be reaching out and that, yes, we've got to coverthe marketing and the branding side of having this podcast. But if we can getthese relationships built because I E so we have worked with clients wherethe host isn't going to be doing the selling. But once that relationship isbuilt and it makes sense for those two...

...companies to work together, then thehost can say well, if you're interested in potentially working with us. Youknow I'm, maybe not the best person to speak Tou about how offering the peoplewho who have more expertives and ind sort of going through. that. Would youlike me to put you in touch with someone and then at that point it'skind of got the trust, building element of a referral, which tend to be verygood. Laids. Do now answer you a question yeah. No, it's exant, it'sexactly in line with kind of what I've seen as well right. So if you, ifyou're working with sales professionals that aren't on the podcast, what wehave a tendency to do is say: okay, we do a lot of account based sales, anmarketing. So it's all right. What accounts are you targeting? Whatdecision makers have you not been able to get to, and does it make sense forus to reach out to them and have them as a guest on the show and start tocultivate that relationship? In some cases, I've seen it done. I can't it'sbeen a while, since we did it, but we've actually had the sales vp sit inon the podcast with us and do kind of a joint interview to help you toestablish that relationship as well. So the Handul a little bit smoother, youknow, builds credibility. Builds trust demonstrates that you know there's noreason to you, know slam down the phone or start throwing out the objectionsright, we're all here to to see. If there's a way we can help each other,and so it has tendency. I think, if leverage properly, if part of astrategic sales approach has a tendency to be a very effective tool in terms ofhelping sales professionals get higher into organizations or you know broader,if it's a very large global organization yeah, I absolutely agreeokay. So let's talk about the actual. You know the challenge. We're talkingabout this little bit offline too starting a podcast sometimes can have.I don't want to say a huge bear entry, but there's definitely a learning curveas more podcast come out, and you see people like the New York Timesinvesting a lot in the production. Paudio quality becomes important. Thequality, thet interos N, the Outros, the graphics, there's a whole bunch ofelements that goes into making. What essentially sounds like anextremely casual conversation, Er's a lot of work that goes into it. I'm kindof curious when you work with clients. What's the biggest challenge you'veseen some of them face when attempting to get a podcast off the ground, not somuch when we work with clients, but what we see when people try to start apodcast themselves is, and I'm going to come across quite bias, ter, because Iae a podcast outsource and company, but it's just that they try to doeverything themselves. It ends up being a lot more work and you don't seeresults necessarily straightaway, and so you see yourself putting in hoursand hours a week. It could potentially be three or four hours in those firstcouple of weeks as you kind of learn the process and you're not seeingyourself get much out of it, and we were speaking before the recordingit'slike yeah. Eighty five percent of shows don't make it past episode. Seven anspurely because of this, because they're trying to do everything themselves,this Ben Way Too much time on something like audio editing, which is just notthe best used of say Seo, or sales leter or marketing laders time it'sjust not, and so so that would be the number one mistake for people trying todo it themselves. Esay, you are...

...outsourcing it. The one thing that wedo see with all shows- and this is just one of those things- is that it justtakes a bit of getting used to and like those first couple of episodes are notgoing to be perfect, but they're only not going to be perfect in your eyes,like in the eyes of the listener, if you're putting out even a little bit ofvalue than ninety nine percent of the time they go, Onlo find that enjoyableto listen to and and they'll get something out of it, and so I guesswhat I'm coming to is people being overly critical of their interviewingskills or their? You know ability to host to podcast in those first coupleof episodes, but once you get over that it ittends to be happy days, and ifyour process driven and Youre outsourcing everything that youshouldn't be doing yourself, it really is fun to do and just not a huge timecommitment at all yeah. That would have to agree. I mean the first couple ofinterviews that I did IV listened to and I was like I wanted to just go LeFiles, I'm like Oh, this is horrible, but you're the only one that thinksthat I go yeah. Well, I hear Myse I've never done this before I sound like anidiot, you know I can hear my voice. I can hear my voice wavering. I knowmyself well enough to know this. Is You know this is where I'm sorind, that I'mnervous and then you have people listen to him and they're like wow. I can'tbelieve you got that guy to come on the show that was amazing or that wasKonoly. You know things like that and then once you realized the fun part ofthis is really just having the conversation o get to know guys, likeyou or the other gas, on the show and starting to form those relationships,so that your network is stronger right people that you've actually had somesense of connection with some sense of dialogue with, and it's a prettypowerful duel, just in that form itself, not only the ancellary benefits thatcan be use in sales and marketing and contect creation and all of that, but Iwould agree with you one hundred percent. I tried out of the gate. Wehad an agency that was helping us and then I thought I can do this and thenfour months in I started doing it all, and I went what the Hell Am. I thinkingbecause it is it's a massive. It can be very large time, sucker yeah, I skill,sat while I love teaching myself all of that stuff. It isn't going to generatethe greatest reterm for our business. So I think that's a very poignant pointthat I hope everybody up. There takes the heart: If you're going to do it, doit right and work with somebody that can help make sure you're not spendingcountless hours doing it. So, let's talk about differentiation in thepodcast space, so seems to me. Maybe it's because I live in breathing thisspace a lot. There are a lot of podcast that continually come online. How haveyou found, or how do you advise your clients to make sure that they can havea differentiated voice in the marketplace? The main thing is like,then. This is the beauty of podcasting and video specifically, and it appliesto Glov content as well, but to lesser of an extent, but no one can fake yourpersonality and your voice and how you talk about things in your perspectiveon things and that comes across really well in audio and video format, sostraight away, Yo, you are kind of differentiated in that sense, far morethan if you were talking about the same...

...topic in a blog article as oppose toyour competitir, it's going to sound far different on a podcast if you'retalking about the same thing as your competitor. Just because you have adifferent personality, you talk about things in a different way, so straightoff the bout there's that from there it tends to come down to while seeing whatthe market is doing in terms of what your competitors are doing and then rfirst go to when wer looking for points of different antiation is just findinga kind of a niche within a niche and always focusing on the audience, andnot just talking about your expertyis like one of the biggest mistakes. Iguess we see. People way can- maybe I should have mentioned this before- isthat they want to start a podcast about what they know about and notnecessarily what their audience wants to hear about. So say your your a webdesigner, and you want to work a lot with lawyers or law films. They mightstart a podcast in and they'll just talk about web design. ANDIT's likewell, lawyers aren't really going to listen to a podcast about web design.It's just not their main point of interest, but if you could make itsomething about marketing for lawyers, well, that's all of a sudden. A lotmore interesting, two lawyers, so that's kind of how we look at it. It'sgoing to depend very much on a case, bycase basis as to how much differentantriation you can get but, like I said before, you can really differentiatejust by going into a niche and talking about things, the way that you do andthen browing it out from there perfect perfect. So we cound talk about podcast,specially you and I we coan talk about podcast and contant all day long. Iwant to boil it down for our audience, make sure that they walk out with threeclear takeaways today from our conversation. So in the questions thatI sent in the Preth that we did, I gave the opportunity to kind of list. Thoseout would love to hear you expand on each of those three yeah sor, so the first one we just kindof touched on a little bit, but especially in the beedab space, andespecially especially in the betterby services pace. It is almost impossibleto differentiate your product or service just based on your product orservice alone, because no matter what you do and you may have a different wayof how you do things in terms of you know, wherever different process and wego through this forestep process to business mastery or whatever. It is in the eyes of your client thatdifferenntiation isn't going to be as a parent, so where your realdifferentiation can be. Is Your perspective and your personality, andso the best way that I know of to do thatis through audio content and I say specifically audio over video, because when people listen to audio, they tendto be far more engaged than video, because they're not getting distractedby other things. So when people listen to audio they're, usually driving atthe gym or they, you know, I don't wile,...

I'm washing the dishes. So theyr farmore engage audience, and so it just gives them much more of an opportunityto really get to know you. I guess in a sense and just hear you for an extendedperiod of time over audio. So that's number one number two is people areless and less inclined to speak with you unless you have something to offerthem first or you have a pret existing relationship, but if you don't have apre existing relationship, you really do need to go in with value first andsort of lead with value and a great way to do that is to, like I said before,you can offer them exposure a free marketing, channel positioning as anexpert in front of your audience, so inviting them to be aguess on Yorpodcast is a really good way to do that. Third, in this kind of ties into thelast one, it be to be especially relationships a the name of the game.Someone needs to speak to someone in order for a deal to happen in general.So if you have a podcast and you have a way to build key relationships at scalethat can be really really impactful, someone wants ask me: Is this likeanother content channel, that will sort of be the flavor of the day and will goout of fashion? I thought about it for a second, you know thought that'sreally good question, but so long as relationships will be key in Beeterbesales, then having a way to build relationships at scale is going to beincredibly impactful and having a podcast is a great wbead to do that.Excellent all right. So, let's Change Direction here, a little bit. I ask allof our guess kind of two standard questions towards anemy interview. Thefirst is simply as a business owner a as an entrepreneur that makes you insales parlencs a target or in a more politically correct way, a prospect, sowe're always curious to find out how somebody who doesn't have arelationship with you how they are going to effectively capture yourattention, get you to give them fifteen twenty minutes a time. Tand build thatcredibility with you. What has the tendency to work the best whensomeone's trying to get in front of you in front of me? Specifically, I meanlike if I get invited Ontil podcast, then yeah I'Mo gonna answer that emailyeah. That was a softball question, so the easiest way is if they've got apodcast at somebody wants to talk to Timond, invite thim on o the show andthen you've got a captive, ody yeah. I will say second of that, I'm probably abit weird, like I sort of gig out a bit about cold email, so I actually do readall of the cold emails I get just so I can analyze them and see what otherpeople's it works. What doesn't what's good? What's not yeah exactly, and sowhat I have noticed works on me. The best, I guess, is short email and thisis nothing new short email with either content cut the company name in thesubject line, or my first name in the...

...subject line. I tend okay, I like thathatch is my attention. The most I could be an isolated case, and I knowa lot of people just ignoremos, o they called email, so Ni ut, it's not aseasy to automate. I mean you still can, but it's not as easy to automateputting an individual's first name in the subject line and it does have atendency to tap into you know it's like being in a crowded room and you can'treally hear anything across the room, but for some reason, if somebodywhispers your name all of a sudden, you hear it from all the way across theroom right because you're yeap you're wired to respond to your name. Sothat's that alutely, it's great all right! So the last question we call itour acceleration insight. There's one thing you could tell sales marketing orprofessional services people, one piece of adviceet if they listened to, youbelieve, would help them hit their targets. Whar. Would it be and why I read a book semi recently called thefour disciplines of execution familiar with that I've heard of it, but Ihaven't: read it Col. It talks a lot about this concept of well as fourdisciplines, but the second discipline is focus on the lead measures and notthe lag measures, so the lag measure would be. Your target is a milliondollars in revenue. The lag measure comes as a result of doing the rightthings, and once you can figure out what those lead measures are so whetherit be you know how many outbownd calls do you need to make or how many oubandemails do you need to send if you're working in an outbound environmentthere's going to be something that you can do that you have direct influenceand eventually you'll be able to get the data on how many of those actionsyou need to take in order to achieve the lag measure, which is the outcomethat you need to hit and if everone just figures out what that bleedmeasure is and what they can do to achieve it, then there's really no waythat you can't hit your target yeah as long as you know what the earlyindicators for success are. That's I, if you're doing the right things,excellent all right. So IMEAN, if the listeners interested in talking moreabout the topics we touch on podcasting today, e'r learning more about contentkipe. What's the best way to get in contact with you yeah sure, so you cango to content. CCOM we've also put together a free video workshop, whichgoes through how you can start a podcast. TAT IS BERST OPTIMIZE FOR BTO,B sales and marketing, specifically so to get that they can go to. Let's callit content, cartcom forward, B, to b revenue or one word or set up a linkthere, and you can access it workshup straight away. There, I'm alesomeonelinked in just search for Simon Thompson, content, Catton I'll, come upthere, I'm pretty active there excellent well I'll make sure we putthose links into the show notes so imeon. I can't thank you nough fortaking times from great havity on the show yeah thanks. So much for having mechat, it's fint a blast all right, everyone that does it for this episode.Please check us out of btob revizeccom share the episode out. Let us know howwe're doing please retis review and until next time was youall, nothing,but the greatest success...'ve been listening to the btobrevenue executive experience to ensure that you never miss an episodesubscribe to the show in Itunes for your favorite podcast player. Thank youso much for listening until next time.

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