Welcome to uploading the podcast, where we take you behind the wheel with the world's best creators, marketers, and professionals who have cracked the code on how to profit through content. You'll learn the ins and outs of content strategy, creation, production, distribution, growth platforms, tools, and more. If you haven't already, be sure to join Castmagic, the all in one content workspace for professionals. We'll be sending out tips from our shows in our weekly newsletter, and we've also got a slack community of over a thousand creators, so make sure to drop in and say hello. And now get ready for the show. Welcome to this episode of Uploading and Today we have the pleasure of speaking with Ben Bradbury. Ben is the GM for audio and video production at Workweek, which is a new kind of media company focused on business content. They leverage a wide variety of relatable content formats with everything from podcasts to social media to memes to help build content that not only educates, but also inspires and entertains.
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Ben Bradbury
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Blaine
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Ben Bradbury
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Ramon Berrios
00:00 Explore content strategy with world's top creators. 03:06 Excited to discuss making content successful, launching podcasts.
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“You'll learn the ins and outs of content strategy, creation, production, distribution, growth platforms, tools, and more.”
“B two B founders and execs [can] attract customers and retain top talent by turning their voice into a marketing channel.”
“His superpower is creating space for experts to open up. He is a marketing deep generalist.”
“we have a segment in the show called HR Horror stories, where people anonymously submit their own questions and ideas around HR and actual real life examples that they've been in.”
“How do you know what type of content you shouldn't make? Probably like what would be unauthentic to a creator?”
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Previously, Ben founded a company called Astutely that was acquired by Work Week in 2022 and astutely enabled B two B founders and execs to attract customers and retain top talent by turning their voice into a marketing channel. Ben also has a lot of experience in the space. He is the host of a podcast called Subject Matter, which is a show for aspiring creators wanting to build with audio. The show is over seven seasons so far, and he's been running it for over five years, so we hope you enjoy this conversation as much as we do and learn a thing or two about building a rock solid content strategy along the way. And now our convo with Ben. So, Ben, why don't you kick us off? Why don't you start with the background? Tell us a little bit more about astutely and your personal background.
For sure. I appreciate you guys having me on today. So story starts back in 2017. I got off the tube in London and put up a LinkedIn post, which was five apps you can use to be more productive. Post ended up blowing up. Little did I know I got into the content game at a good time where LinkedIn was favoring organic content and made a bit of my name for myself there and then started ghostwriting content, which led to hiring people, which led to becoming a freelancer, which led to starting a content marketing agency called astutely, where I'd pretend to be founders and ceos on the Internet, ghost writing for them, ghost writing a bunch of organic content. As you guys know, the kind of merging of organic and owned media has been converging over time. And for people who love sharing their voices online, the podcast is kind of the next natural extension of that.
So in parallel, I started my own podcast, subject matter, which I've run for five years, seven seasons, 150 plus episodes, which is really how I've learned the medium. And then just over two years ago, was approached by Adam and Becker, who were at the hustle and are starting this new media company called Workweek. And they said, we're looking for a podcast advisor to help us out. Maybe you can help us there. So I started as an advisor, which led to them acquiring my content agency, astutely, and my team, and then we built out the podcast network of work week. So kind of two years later, eight shows under our belt, four, five with content market fit and a bunch of virtual events and YouTube videos in between, it's been quite the roller coaster.
So we're really excited, especially to talk about a couple different things. Right. I think you've got tremendous experience working with content, producing your own shows, working with different founders. And the things that we really want to cover in this show are what it takes to make content successful and what it takes for someone who's creating content to be able to grow with it. So I think, why don't we start with if you were to launch a show, right, and you hadn't developed a show, you're going into a new show. Let's start with talking about what it actually takes to launch a new podcast, because I know it's something a lot of people do, but what's really important is going into thinking about what's my show about, how are we going to execute it, what are the concepts, how is it structured? So why don't we talk a little bit about what goes into creating a successful podcast before you even recorded the first episode?
Sure. I think there's three parts to launching a successful show. Start with the audience. Number two, figure out the creator's unique strengths. And number three, package it in a positioning that's going to differentiate you in the marketing. So first of all, we start with the audience. Great media operations. Think audience first.
So you need to understand their pain points. You need to understand where they live online. Is this a b, two b audience that's going to be on LinkedIn? Because you can bet you're going to be promoting your content using social clips, text graphics on that platform. Same if they live on Twitter X. If it's more consumer, perhaps you live on reels, on TikTok. But you need to meet the audience where they're at. You're never going to change their habits per se, so you get a sense of the audience. This will also potentially involve going on calls with them understanding their pain points, but getting a really good sense for who they are.
We understand before we launch a show, we know our audience's pain points. For a b, two b audience, we know their purchasing power. Our education team does a bunch of audience research to understand annual budget, potentially per employee, if it's an HR podcast, for example. But whatever the demographic information is, it's going to be contextual to your industry. So make sure you have a pretty deep understanding of who the audience is before you're going to launch. The key question that I'm then looking for is, why would an audience member tune in to your show over every other podcast out there? And in my mind, that really starts with your creator's unique strengths. So at workweek, what I think is really cool, and one of the reasons I love my job is that I get to work with creative talent that has lots of different strengths. So if we take Daniel Murray, he hosts the marketing millennials.
His superpower is creating space for experts to open up. He is a marketing deep generalist. He understands marketing as a category and then leans on his empathy, curiosity, and ability to ask great questions to tease the insights out of his guests. This is very different to limited supply with Nick Sharma and Moise Ali, where Nick is sharing proprietary tactics from Sharma brands, his agency, and Moyes is sharing proprietary stories from the research and the P ls and the bankruptcy statements that he reads as part of his ongoing lifecycle as an operator and investor. So for them, that's two very different shows, right? Daniel is relying on curation and guest selection. Nick and Moyes are relying on good research, topic selection. And so the ethos of the show and the way it's developed is going to be very different because of who they are as a person. And then the third piece of the puzzle, before you hit record, is positioning.
And positioning, to me, is answering the question of why someone would listen to your show over everything else. And the way I think about that is crafting a hook. And a hook has two parts. The hook is what you say and how you say it. So the topic plus the angle, what you say is typically way easier to identify than how you say it. So, for example, with our HR show, I hate it here, Heber is going to give unfiltered opinions on the workplace. Okay, cool. That's interesting.
She has a great personality. She's uniquely qualified to do that, given her background, given the fact she's chief people officer here at workweek. But the thing that really took us time to figure out is that actually in order for people to feel like they have a safe space to open up to, we had to anonymize those takes. And so now we have a segment in the show called HR Horror stories, where people anonymously submit their own questions and ideas around HR and actual real life examples that they've been in. Like, for example, my manager has been in relationships with two executives at the same time and crumbled my structure. That's something that's only going to come up when it's anonymous. And we had to actually figure out that that kind of anonymous story is what's going to make the positioning of the show unique. So at a high level, that's why I think it comes down to audience, the creator's unique strengths and positioning the show.
Well, Ben, there's a lot that goes into planning that strategy, and I'm sure that also gets refined as you go, as you get to understand your co host dynamics, as you each get to understand strengths and weaknesses, if there's a co host. But I'm curious, the other end of the coin, which is what are some types of shows that creators shouldn't make? This is how you should. Basically, what you broke down is like what type of content you should make. How do you know what type of content you shouldn't make? Probably like what would be unauthentic to a creator?
Well, I think there's a difference between inauthenticity and formats that don't work for the show, so let's tackle them separately. Inauthenticity, which I think you're alluding to, Ramon, is more about, in my mind, stepping outside of your circle of competence. So in b two b, for example, we have a show called franchise Empires. The host, the Wolf of franchises, is the subject matter expert on franchises. And I was talking to him earlier today, and he feels like he's created a show that you can't listen to anywhere else because of the guests he has, the way he understands it. If we then go, okay, Wolf, now let's start talking about marketing or lead generation. It's way outside of his circle of competence, and it's not going to lead to a competent, to a good show. And so inauthenticity to me is speaking about things you aren't inherently qualified to talk about.
It's kind of like borrowing other people's stories versus sharing from your own experience. And keep in mind, my takes are very much kind of colored with a b to b audience because that's where I play the most. But I definitely think it applies to consumer shows as well. Being able to comment on culture that you're embedded into, like if you aren't interested in MMA, don't have a UFC show that covers the next morning of fights. Like stick to things that are naturally in your wheelhouse. So that's inauthentist. Then on the format side, I think there's this trade off between the resources that it requires to create original production and creating inventory that you can monetize off of advertising. So for example, one of my favorite podcasts is revisionist histories with Malcolm Gladwell from his podcast network, Pushkin Industries.
It is amazing investigative journalism. It is a storytelling podcast. It makes the history nerd in me so happy. Like, it is really well done. And I know that podcast is very expensive and time consuming to produce that podcast. Assuming they have two preroll, two mid roll, two post roll ads, gives you six inventory slots to monetize. Assume they have a ten episode season, you have 60 slots of inventory. Now, for that show to be produced, it takes exponentially more effort than if I was to get Malcolm Gladwell interviewing someone, which he does on other shows, and just talk to them.
I call that format talk. And so that's why I think when you're thinking about building a show, you want to really consider how this plays into your media ecosystem. If you're trying to monetize the inventory itself with advertising, I would lean towards leaner production shows that are talk formats where you can rely on the guests for distribution and pump up your inventory count. If you're using the show as kind of flagship marketing to prove what your agency or your service business can do or your SaaS company can do that's going to develop into enterprise contracts or hire AOV deeper down the funnel, then maybe you can invest in production on the front end. But I do think you want to be very careful of the trade off between resources that it takes to produce an original show and the amount of inventory that you're going to be able to free up with a leaner production.
Yeah, I think that's a really fascinating point. I have a lot of friends that also work in the production space and the amount of sheer time research that goes into some of these higher produced shows, it's a completely different format than like you're talking about in terms of talk. So I think what you alluded to and knowing who you are, what you have budget for, why you're creating the podcast is a really important thing to understand before you just start creating for the sake of it. Understanding why are you doing this is a really important part. And now, Ben, I kind of want to segue out of what we've talked about or towards. Let's talk about the people who already have shows up and running, right? Because just like there's a lot of people who are looking to start a new show and nail all those concepts, a lot of those things you talked about still apply. But I'd also love some of your feedback and how an existing podcaster who already has a podcast, how they can think about using some of these tools you just alluded to, as well as others to improve their show and continue to grow their audience and achieve whatever goals they're trying to create.
Sure. So I think the first insight is that there's never been a better time to be a creator in terms of the tools that are available to you. With that said, there's never also been a harder time to stand out because of that availability. And so really we are kind of pressed into this reality where if you're not using tools and labor to keep up, you're probably getting left behind. The way I think about it, running Workweek's audio video content operation is we're really there to scale our creators digital surface area. That's why at Workweek we're probably always going to hire more operators than creators and we're a talent driven or creator driven media company. And so what I'm able to do is one of my team can help with guest scheduling, another of my team can help with social clips like this whole suite, and we use tools that stack onto that. Castmagic is an excellent example.
Opus is another excellent example, descript as well. There are ways you can bring down your cost of goods and cost of production by integrating the software. So I would say that's probably like the low hanging fruit. And then in terms of how to structure the people that you work with, I like using a generalist specialist split when it comes to the team. This is kind of counter to traditional podcast industry wisdom. I know a lot of kind of institutional brands will have this producer who is expected to be the jack of all trade, swiss army knife, who does everything from reaching out to guests, booking them, cutting the tape, like editing the audio itself, stitching together the narrative. And I think that's a badly deployed skill set in my mind. Creative strategy in figuring out how a show should function is different to the production and the specialist elements of that.
And so my first move for anyone who's growing a show is looking to scale themselves, would be, number one, install a generalist project manager who can help you with scheduling, who can help you with managing the rest of the team, and really kind of protect your time as an asset and be that shield. And then within that, figure out the creatives that you need to execute your operation, who are going to report to that project manager and make your life that much easier. So, for example, maybe the project manager, you say, okay, we want to get this number of clips, data. Then the project manager goes away and says, all right, copywriter, let's put this through Castmagic, let's put this through Opus, and then we're going to get this number of posts and videos that come out the other side of it. But they're very much the integrator that goes in the middle, that protects your bandwidth. And then the specialists underneath are there to produce the creative assets, which would be audio, video, copy, and graphics that then report into them.
Yeah, I absolutely love that because that's why we built cas magic. It's because we realized that not only it was overwhelming to understand where to begin tackling growth from, but that we realized that if our operations aren't in place, it's just going to be impossible to grow. And there are certain things you can outsource and use AI tools for, and there's just certain things that you just can't and someone should do, and that is that operations person. So, Ben, given what you just mentioned, I have a specific question for you. And that's, how do I know which channel to choose for growing my show?
Sure. I think, again, you need to look at where your audience lives, where your unique strengths are. So this is kind of like the funnel that I filter these kind of questions through. It's like, where does the audience live? And then how am I uniquely positioned to reach them? So, for example, limited supply. I know a lot of the direct to consumer guys. They live on Twitter. I also know that Nick especially and Moise have embedded followings on Twitter. So it's natural for us to produce the podcast there.
Hr professionals spend a lot of their time on LinkedIn. So Heber, we post a lot of our assets there. We ask our guests to distribute there. We have a very much like social first distribution mechanic when it comes to our network, just because the podcasts are skew in the media companies that we're building. However, if you were going to do an audio only play, then I think that you can also have success by doing a lot of cross promotion, where you have a certain number of inventory slots on your show, going to another podcast and vice versa. With that, the key is having matching audiences where you can assume that the content you put out is going to match what they have. The average American only listens to about seven to eight podcasts in their rotation, which on the surface might look like a low number. The reason I think this is my kind of Tim foil hat conspiracy, but this social scientist a few years ago did some research.
Robin Dunbar called Dunbar's number, and Dunbar's number is the number of people that you can have in your brain at any one time to have a relationship with. That number is 150. And so after you've gone through your friends, your family, your coworkers, everyone else, you know, there's not that many slots left. And I think a podcaster fills one of those slots. That's the value of podcasting as a marketing channel, is you really function as a friend on demand to that audience because you have that affinity, that emotional relationship and trust embedded. So if you think about that, that's quite a sacred value proposition. So when you're doing cross promotions, you want to be sure that the audience on the other side feels like your show is going to have that same emotional resonance, and vice versa, that their show is going to have the same with yours. The last thing I'll say on that is that, and there's kind of one other layer to this.
Cross promoting with ads is an amazing way to get exposure to other audiences. There's been research that came out earlier this year that suggests that guesting on a podcast is more effective for conversion than just running those cross promotions. And it kind of makes sense if you think about it, spending half an hour, an hour, even 90 minutes on someone else's show, if they're immersed in your ideas, if the show has a high completion rate percentage, they're going to stay with you a very long time. And so actually going out and seeking out other shows and thoughtfully pitching them and saying, hey, this is something like, there's a way that we can potentially work together. There's a match. A great tool for this is podpitch.com. They help with the outreach process. The team there has done a phenomenal job at building that out, and that's another way that you can kind of scale yourself and try to get presences on each of these shows.
Hey, Ben, my next question was going to be moving on to something that we'd talked about offline, but I think is very under discussed and very important for nailing a show. So podcasters, sometimes they go solo at it. They have a show, they're able to do it. But sometimes, like in the case of me and Ramon, right here, we've got two hosts, right? We like doing it because it gives us a different perspective. I have the different lens into things that Ramon does, and it leads to conversations we like having. But what you've pointed out is that host dynamics are something that's very important to nail and very important to get right. I'd love to talk to you a little about, a, should you have a co host for your show, and how do you decide if you should go at it solo or bring in a co host? And b, once you've decided if you're going with a co host, how do you set up the dynamics there to have a successful host co host relationship?
Yeah, I love this question. So the first thing I think about with whether to bring on a co host or not is chemistry. Chemistry is typically something that can be built over time, but not forced or faked. You either have it or you don't, and you'll notice it in the instinctive ways that people are able to read each other over time. And I think kind of deep down, everyone really knows if they have chemistry or not with someone. You just know from the vibe that.
You can pick up.
If you're able to ask good questions, you're able to hold space. On a podcast, especially an interview show, you're demonstrating emotional intelligence. And so, so long as you're not kidding yourself, I think you can generally assess this. Some of the ways that I like to think about this on a podcast, assuming that you want to go with the co host, is, number one, assigning certain segments to each of the co hosts. So, segments are the way that a show develops. If you think about Saturday Night Live, they might have a comedian on, they might do a skit, then a musician, then an interview. Those are the discrete segments of the show. And in much the same way, I think, podcasts.
One way you can approach having a consistent narrative is having kind of three to five discrete segments that fill up the show. And so each co host, you can have a driver of those segments if there's something that you're particularly passionate about, and then someone who takes the backseat. So someone who's kind of pushing the tempo. The other way you can do it is taking a page out of a sports commentator's playbook, which is having play by play and color. So when you listen to a football game, basketball, baseball, you will typically have someone who kind of pushes the pace of the conversation as it's happening. That's what's called play by play. The batter hits the ball, he runs, and you have someone calling that action out in real time. That's your play by play.
Who's getting you heights, getting you energized. And they're typically coming in with that kind of big, brash personality. The color commentator then, is typically more collected. They are smoother, Stiller. They're typically kind of more downtempo. And what they do is when there's gaps in the conversation, they add texture to the experience. And so, for example, if we say there's a, I'm looking at books on my bookshelf, if we say there's a reading podcast, maybe you have someone who is asking what kind of books you're reading at the moment, why you chose those books. And then the color commentator will come and say, you know, it's interesting that you picked that person, because I've been reading this, and it connects to this idea.
So they're adding depth to the conversation. So play by playing. Color versus owning segments are the two ways I would think about it. And then the last thing I'll say is, if you are considering having a co host, I think one of the things that can be intimidating when doing that is kind of feeling like you're giving up a certain amount of creative control of the show. And it's worth saying that all decisions are reversible. And so what you can do is test it for a certain amount of time. And what we like to do with some of our shows at Workweek is actually just have them on for a specific segment each month. So fintech takes, for example, with Alex Johnson, bank nerd Corner.
One format has a different co host that he comes on with, not fintech investment advice as another show. And what's cool now is that him and one of his other co hosts, those pairings, will get invited to speak at events or on other podcasts as a duo because people associate them together. So if you have someone in your network you're considering bringing on as a co host, number one is assess for chemistry, make sure that you guys have good rapport. You can read each other well, you can balance conversation well. And then second think, is there a specific format that would fit them well? For example, if someone loves giving hot takes, they're typically that kind of higher energy. Then maybe you do a community Q a style show where you source questions from the audience and have them deliver their takes, because that's going to allow them to kind of naturally fit into your show rather than pushing them into somewhere they're not comfortable.
I love that. Ben. My next question, kind of piggybacking off that was for people who have shows like, let's say we've got the show, we've started it up, we've decided that we're doing host, co host. It's starting to go well. What should I expect if I'm starting a podcast in terms of downloads? Right? I know we hear this idea that consistency is so important. So I'd like for you to flush out a little bit about how important is consistency when it comes to podcasting. And what should I expect when, if I'm a new creator and I'm putting out my show, am I expecting ten downloads? Am I expecting 20 downloads? How do I have a gauge of how well I'm doing as a podcaster when I've just launched?
Sure. So there's a few pieces to that. And to begin, we need to understand what being consistent is actually doing to your podcast on a mechanical or technological level. So podcasts themselves are built on a technology called the RSS Feed, stands for really simple syndication, which is a tool that collects information or aggregates information and links on the Internet. So if you've ever been on Reddit and you see the Reddit format, that is a collection of links built on RSS. And so what you're doing when you have a podcast is you're uploading your mp3 file. If you're listening to this, you're going to be listening on a podcast player, probably Spotify or Apple, maybe YouTube. If you're indie alternative, maybe you're listening on Castbox or Stitcher, shout out one of the third party platforms.
But you're probably listening on one of those sites. And what's happening is wherever Blaine and Ramon are hosting the show, that single source of truth is then going to be distributing with one click to all these other podcast players. So that's using RSS. Now, the reason that having people show up on your show is made possible by this is because every time you click follow or you subscribe to a show on Apple, especially the show auto queues as a download in your player. So if I'm subscribed to uploading and this episode drops, I am automatically going to get a download on my phone. So one subscriber equals one download. So that's why it's really important to push your audience to follow over time. And so now we add frequency into the equation.
If I have 1000 subscribers and I post three times a week, I'm going to be able to get, just from those subscribers, triple the baseline rate of downloads to a show that's posting just once a week. And that's why you pretty regularly see as a pattern shows that are on that exponential growth curve, what I would call the velocity of a show, which is the number of downloads times by the time length that it's on, they'll typically have multiple hits on your feed. Modern wisdom is a great example of that. Doing three guest interviews a week, Danny Miranda is being super consistent at the moment. Tim Ferriss is able to repurpose his episodes to keep feed momentum. And that's kind of what we're alluding to here, is what I call feed momentum. That's why it's important to have at least a weekly hit on your feed, and then if you can, get creative with chopping up elements of your show into short form content. So maybe Blaine and Ramon come back on December 25 and they say, hey, we're doing a look back over Christmas.
Here's some of our favorite festive highlights of the show. And then they chop up four to five segments from the show. It takes them ten minutes to record, but now they're getting half an hour more of quality content. The big caveat that underpins all of this advice is that the quality has to be there. If you repurpose too much or you're lazy with the content, it doesn't matter how many times you hit on the feed because people aren't getting the show promise. And that's the way to think about episode quality, is when someone listens to the show, what are they expecting to get from it? And make sure you're fulfilling that every time.
Hey, Ben.
Yeah, go for it.
No, I was going to say, you mentioned a few creators there, and I'm curious, who are the creators who really have piqued your interest recently that people should go and keep an eye on and use as inspiration? Who are you looking up to these days as a creator?
Sure. Yeah. I'll just add one final part to the other question, because I think it's a good benchmark when having downloads. Generally, if you can get consistently 5% month over month organic growth, I think your show is in a really good spot. The number of downloads you have is going to be relative to total audience and existing audience at the time and how you promote. But generally going for consistent growth. That's about 5% organic month over month. If you're doing really well, 8% to 10%, that's like a phenomenal outcome, I think is a good benchmark in terms of creators that are doing well with the show.
So running a podcast network at Work week, the thing that I really look for is people who are building their network in creative ways, and the one that really stands out to me is colossus, run by Patrick O'Shaughnessy. So colossus have a show. Their flagship show is called Invest like the best, and it's an interview style show, so the format is not particularly novel. But the way that Patrick asks the questions again to his unique strengths as the CEO of O'Shaughnessy asset management and positive sum, it leverages his proprietary expertise and so he's able to use those conversations or his insights to produce really high quality conversations under that flagship show. Colossus has then built a bunch of other shows underneath it. They have business breakdowns. What I love about business breakdowns is they use this rotating co host model. So when they did a breakdown on Shopify, for example, they brought on board Alex Danko, who is ex Shopify to come and talk about the inside of the business.
So they're able to lean on guests who have really high quality expertise so the quality of the content doesn't necessarily have to dip. And then the last thing is in terms of how they monetize, they're obviously using that podcast for deal flow. And so he's getting faster looks and kind of x ray vision into what's actually happening behind the scenes thanks to his content. And that to me, is like the sign of a really well run operation, like starting with the end in mind and what your kind of roi driven outcome is going to be from the show. And Colossus gets that right in a big way.
Yeah, well, I love that example because they're a cast magic user. So that was perfect.
There you go.
I'm curious, Ben, do you think every creator should have a podcast?
No, I don't think every creator should have a podcast. I think every creator should know what their strengths are and know the channel that is best suited to their strengths. I kind of think about this in a medium breakout, and that is between the medium of voice versus the medium of text. There are, having worked with a fair few creators now, I can confidently say there are creators that are world class at text who do not want their voice on the mic and vice versa. There are creators that are amazing with their voice who are not so good with text. And that goes across b to b, b to c, everywhere. It just depends on your natural proclivities. So the first question, whenever I'm jamming with a friend over coffee who is like, hey, I'm thinking of creating.
Where do I start? My first question is, do you feel more comfortable speaking or typing? Is it text or voice? And I think knowing that then dictates how you build your stack in b to b. If it's voice, obviously podcast and YouTube becomes the anchor. If it's text, then definitely a newsletter for the data and distribution and performance that you can get off of that. But that's kind of my starting point. And then build from there.
Ben, as we wrap up here, I had one last question about operations. Right. One of the things that we had chatted about and that you guys take really seriously is auditing time operations and really understanding the ROI of content. So for content creators who are either A, starting out or B, have a content operation going, how can you be better at understanding the ROI you get from creating content?
Sure. So the first thing is, depending on your goals, the ROI is going to look quite different. And so there's kind of two plays here. If you're a media company or you're building out a media arm, your ROI is typically in the short run, going to come from monetizing that media through advertising, sponsorships, through brand partnerships. So that's one angle that you can potentially take. The other, which I think is going to probably apply to more people listening to this podcast, is integrating the media that you're building into your company goals. So depending on your company goals, this is going to look quite different. If you are an enterprise company and you're looking to use the podcast to deliver ROI, it's probably moving leads through your deal cycle.
And it's an excuse to build affinity and trust with them, having an hour conversation with them. So very simply, again, if we do, and I like to think of shows and seasons because it lets you build a narrative, it works for selling brand partnerships as well, nicely. But if you have ten episodes of a show and you know that one out of every 20 of those shows are going to lead to an enterprise deal, you know that it's probably going to be two seasons of your podcast before you start to see ROI on the content that you create. And so that's kind of the enterprise spectrum. The other piece of it is being intentional with measuring the podcast advertising that you do. I'm a fan of direct response, and so using a code, which goes to a third party website that people can use. So you can actually measure the efficacy of the advertising that's being done there. And then the last thing I'll say on that is actually being intentional or carving out time with how you integrate sponsors into the podcast.
I think David Senra does an amazing job of this on the Founders podcast, where if he's being sponsored by Ripling, for example, HR software, and he's doing a podcast on Bob Iger from Disney, he'll say, you know, Bob Iger really understood the power of talent, and I really believe that talent builds teams. And there's one tool I love that makes talent so easy to use and mobilize in your organization that's rippling, and it doesn't sound like an advertising. It's not. This kind of, like, jarring insertion, which happens if you do it programmatically, it feels like it's organically integrated into the content, and the conversion rate, the ROI from that is typically going to be a lot higher. But the main thing is knowing what your organization's goals are and then building content that maps back into that versus just saying, oh, I'm going to start a podcast and then figure out how to make money. Sweet.
Well, Ben, we just want to thank you for coming on this episode of uploading. This is actually episode one, so welcome to the show. And to celebrate, I'd love for you to give us some feedback. Now that you've heard us. This is episode one. What can Ramon and I do to continue to grow this show and make this thing a winner?
Roast me. Roast us.
I love this. Well, first of all, that's a big honor to be episode. I think I appreciate the prep that you guys put into this. I appreciate how actionable the questions are. I think that a good comparison of how I think this show could evolve is conversations with Tyler. Tyler Cowan is one of the best interviewers on the planet, period. And if you listen to early shows with him or he interviews these deeply thoughtful people, he'll ask an amazing question, get an amazing answer, and then just move on. And it typically leaves you wanting more.
And I kind of felt like that was the vibe of this show is that you ask thoughtful questions. Question, answer, question, answer, question, answer. What I would invite you to consider in the future is if there's a take that you feel like is really juicy or is adding value, don't be afraid to go two, three levels deeper into that. So, for example, if you really liked the take on the trade off between cost of goods for talk shows versus amount of inventory that you get with original production, you can be like, I want to dig deeper into that. How does that play out in your network? How would you think about launching a show like, like there's all these other kind of tangential questions. David Perel once put this well in article, he said, mining for gold on a podcast is like fracking. You ask question, question, and then it's usually like the third question which goes to the side is where the gold is. And yeah, I would invite you to lean more into those threads in the future.
And then the last thing I would say is, can you name the segments to create some more intentionality? So I think a lightning round fits this show really well, given how actionable it is. What is one tool that you're using that's driving the most productivity or leverage in your content stack right now? Who would you say you're creating content for and why? Who is that one person in your audience? I feel like those rapid fire questions lend itself really nicely. And then you could have a segment where you ask the guests ahead of time, you prepare them and say, hey, what's your one area of expertise that we can dig into when it comes to content creation, production, distribution? They tell you. And then you workshop that specific idea for 1012 minutes and get really deep into it. I think that would be really cool to listen to.
Well, I love all of that. And we'll have to have you on again. And we can do lightning round and we can go fracking. We're going to have a lot of fun. So, Ben, as we wrap up here, why don't you shout out where can our audience connect with you? Where can we find you? Are you on social? Shout out your links and where we can connect.
Yeah, 100%. Best places to find me are Instagram at Ben Bradbury. You can drop me an email anytime to chat. Ben@benbradbury.com and go and check out some of work week's podcast. We've got some great shows fintech takes if you're into the nerdy side of fintech, I hate it here. If you want to hear a sassy, unconventional take on HR or maybe limited supply, if you just want to hear two boys chopping up about ecommerce. But yeah, those are probably the main places.
Thanks so much, Ben.
Thank you, Ben.
Appreciate you guys.
Also generated
More from this recording
💬 Keywords
podcast ROI, media monetization, advertising, sponsorships, brand partnerships, lead conversion, audience trust, podcast advertising measurement, content improvement, lightning round segments, Instagram marketing, email outreach, fintech content, HR content, ecommerce content, content marketing agency, podcast launching, audience pain points, unique positioning, podcast consistency, subscriber base growth, content repurposing, organic audience growth, podcast network, voice medium, text-based medium, content operations ROI, LinkedIn for HR, social first distribution, cross-promotion, podcast guesting, podpitch.com, emotional resonance, host dynamics, co-host chemistry, podcast format, inauthentic content, advertising inventory, podcast budgeting, digital surface area scaling.
💡 Speaker bios
Ben Bradbury's journey into the digital realm began with a serendipitous event in 2017, when a LinkedIn post he crafted about productivity apps went viral. His timing was impeccable—entering the content creation arena when LinkedIn was a fertile ground for organic content. This pivotal moment catapulted him into the world of content marketing.
With an aptitude for capturing the essence of executive thought leadership, Bradbury quickly established himself as a go-to ghostwriter, adeptly stepping into the shoes of founders and CEOs to craft compelling content that resonated with their audiences. His talent and entrepreneurial spirit led him to expand his services, transitioning from a solo freelancer to the founder of the content marketing agency astutely. His agency specialized in authentically representing high-level executives online, seamlessly blending their voices with organic content strategies.
Recognizing the convergence of organic and owned media, Bradbury saw podcasts as the next frontier for those eager to amplify their voice in the digital space. His story—a blend of timely opportunity, content mastery, and strategic growth—reflects the archetype of the modern content marketer, adept at navigating the ever-evolving landscape of online engagement.
ℹ️ Introduction
[intro music fades]
Blaine: Welcome back to "Uploading…" – the podcast where we decode the digital world one byte at a time. I'm your host, Blaine, joined as always by the man with the plan, Ramon Berrios.
Ramon: Hey everyone! Prepare to get your circuits charged because today we're diving deep into the art and science of podcasting with a very special guest.
Blaine: That's right, joining us in the studio is none other than Ben Bradbury, the General Manager for audio and video production at Workweek, and the strategic mind behind the successful content marketing agency Astutely.
Ramon: Ben's here to share his wealth of knowledge on podcasting, from identifying your audience's pain points to crafting a unique and compelling hook for your show.
Blaine: And we'll be getting into the nitty-gritty of podcast consistency, distribution, and the strategies that fuel audience growth. Whether you're a new podcaster wondering about expected downloads or a seasoned pro looking to scale, Ben's insights are golden.
Ramon: We'll also explore the ROI for media and enterprise companies, why host dynamics matter, and how to choose the right channel for growing your show.
Blaine: Plus, we can't ignore the elephant in the room – the overwhelming nature of growing a podcast. Ben, with his operational prowess, will offer up some tactics to keep your show competitive and your creativity flowing.
Ramon: So, whether you spend your days scrolling through LinkedIn or crafting the next viral tweet, you'll want to lean in. Alright, are you ready to upload some knowledge?
Blaine: Let's do this. Buckle up, listeners, "Uploading..." Episode with Ben Bradbury starts now.
[theme music swells and transitions into the body of the podcast]
📚 Timestamped overview
00:00 Podcast featuring content strategy and professionals from Workweek.
03:06 Excited to discuss content creation and successful podcast launch.
06:47 Chief people officer at workweek uses anonymized HR horror stories to create a unique show.
11:11 Discussing importance of understanding podcast purpose before creation and improving existing shows for audience growth.
13:56 Hire a project manager, delegate to creatives.
18:21 Discussion about importance of host dynamics in podcasts, considering whether to have a co-host and setting up successful host-co-host relationship.
22:16 Assess chemistry and format fit for co-hosting.
25:23 Regular posting frequency boosts downloads and momentum. Examples include Modern Wisdom's guest interviews and Tim Ferriss' repurposed episodes. Chop show into short form content for feed momentum.
27:46 Podcast network highlights unique shows under Colossus.
31:44 Building trust through conversation, measuring advertising effectiveness.
34:21 The show should delve deeper into interesting topics during interviews.
36:38 Grateful message to Ben.
📚 Timestamped overview
00:00 Explore content strategy with world's top creators.
03:06 Excited to discuss making content successful, launching podcasts.
06:47 Unique HR show features anonymous horror stories.
11:11 Importance of research and understanding podcast goals.
13:56 Hire project manager, delegate tasks, protect time.
18:21 Benefits of co-hosts in podcasting, dynamics importance.
22:16 Choose co-host based on chemistry and format.
25:23 Consistency in podcasting leads to increased downloads.
27:46 Creative podcast network highlights unique interviews and expertise.
31:44 Building trust, selling partnerships, measuring ad efficacy.
34:21 Show's vibe is thoughtful questions, go deeper.
36:38 Expression of gratitude to someone named Ben.
❓ Questions
How can new podcasters accurately measure the ROI of their podcast, especially when they're just starting out and might not have direct sponsorship deals?
What are some of the most effective strategies for podcast content repurposing, and how can they contribute to maintaining feed momentum?
Given the general monthly organic growth benchmark of 5-10% for podcasts, what specific tactics can podcasters employ to achieve or exceed this rate?
With the mention of the importance of emotional resonance and trust, what are some creative ways podcasts can foster deeper emotional connections with their audiences?
Can you discuss some of the pitfalls of not aligning promotional partnerships or cross-promotional activities with podcasts that have a similar audience profile?
Given Ben Bradbury's advice on leveraging one's unique strengths, how can a podcaster identify and capitalize on these unique strengths to differentiate their show?
When deciding whether to have a co-host, what are some key considerations a podcaster should take into account, and how can they test chemistry before committing to a co-hosted format?
How does the presence of a co-host change the dynamic of podcast production and listener engagement, based on the experience shared in this episode?
Bradbury points out the trade-off between resources for original content creation and inventory monetization; how do podcasters find the right balance without compromising content quality?
Considering the overwhelming nature of growing a podcast mentioned by Ramon, what are some signs that a podcaster might need to start delegating or outsourcing aspects of their operations, and how do they go about finding the right help?
❇️ Key topics and bullets
1. Understanding Podcast ROI and Monetization Strategies
ROI for media companies through advertising, sponsorships, and brand partnerships
ROI for enterprise companies focused on lead progression and building client trust
Measuring advertising ROI with direct response and sponsor content integration
2. Podcast Improvement Suggestions
Encourage deeper discussions
Implement intentional segments such as lightning rounds
Name segments for greater intentionality
3. Guest Profile: Ben Bradbury
General Manager for audio and video production at Workweek
Founder of Astutely and experience with Subject Matter podcast
Insights on launching a successful podcast
Importance of understanding the audience and differentiating the show
4. Podcast Distribution and Audience Growth
Mechanics of podcast distribution through RSS
Building a subscriber base and leveraging consistency and frequency
Repurposing content to maintain momentum
Setting benchmarks for organic monthly growth
5. Suitability of Podcasting and Creator Strengths
Advising creators to utilize their strengths in voice or writing
ROI of content creation and operations for different creators
6. Strategies for Audience Engagement and Cross-Promotion
Importance of social first distribution, especially on platforms like LinkedIn for HR content
Cross-promotion with matching audience demographics
Guesting on podcasts as a conversion tool using platforms like podpitch.com
Building emotional relationships and trust through podcasting
7. Host Dynamics in Podcasting
Significance of the relationship between hosts
Considerations for having a co-host, including designated segments and narration styles
Reversible decision of having a co-host and ensuring chemistry and format fit
8. Podcast Content Creation and Authenticity
Avoiding inauthentic content by only speaking on qualified topics
Balancing resource allocation between content production and advertising inventory
9. Podcast Strategy and Growth
Understanding your podcast's purpose and budget
Scaling digital surface area with tools and specialists
The importance of operations in podcast growth
Choosing the right channel based on where the audience is most active
10. Connecting with Guest Ben Bradbury
Contact information via Instagram and email
Listening to Workweek's podcast for fintech, HR, and ecommerce content
🎬 Reel script
Hey everyone, Ramon here alongside Blaine with a powerful recap of our chat with the ever-insightful Ben Bradbury on "Uploading..." Ben, a mastermind behind Workweek's compelling audio and video content, shared invaluable tips on embracing consistency, understanding your audience's pain points, and the art of crafting a standout podcast. If you're aiming to deepen trust with your clientele or boost those download numbers, he's revealed that the secret lies in delivering quality content, finding your unique angle, and fostering sincere emotional connections. Stay intentional, leverage your strengths, and remember, growth is a marathon, not a sprint. For the full treasure trove of Ben's advice, tune into our latest episode — because when it comes to podcasting success, every detail counts. Catch you on the airwaves!
🔑 7 Key Themes
Audience growth and subscriber base importance
Consistency in podcast content delivery
Understanding and measuring podcast ROI
Emotional resonance in podcasting value
Effective host dynamics and chemistry
Authenticity in show content creation
Operations and growth strategy in podcasting
Short Blurb
E66: Unwrapping the Audio Experience with Ben Bradbury – Enhancing Podcast Dynamics and Maximizing ROI
In this stimulating episode of "Uploading...," we sit down with Ben Bradbury, the General Manager of Workweek, a trailblazer in the world of podcasting and business content. As a veteran podcaster and the brain behind the flourishing Subject Matter podcast, Ben provides a treasure trove of insights into the nuanced art of podcast creation, audience engagement, and strategic monetization.
Tune in as we delve into:
The vitality of knowing your audience's pain points and where they congregate online.
How to cultivate a strong, loyal subscriber base through consistent, quality content.
Effective approaches to podcast advertising and integrating sponsors for measurable ROI.
Tips for leveraging your unique strengths, whether in voice or text, to create resonant content.
Understanding and optimizing the operational side of podcast growth.
A fun fact from our conversation: Did you know Ben's rule of thumb for organic monthly podcast growth is 5-10%? It's all about the power of incremental gains and strategic outreach.
As we wrap up another enriching dialogue on "Uploading...," we urge you not to let this episode be the one that got away. Whether you’re a podcaster looking to sharpen your skills or a business-minded listener seeking to connect with your clients on a deeper level — this is your must-listen.
Hit play and join Ramon Berrios, Blaine, and our illustrious guest, Ben Bradbury, on a journey through the electrifying podcast landscape. And if Ben's words spark a fire in you, follow his lead on Instagram or tune into his Workweek podcast for your next audio fix.
Is your subscriber list ready for a boost? Are you eager to create content that resonates and converts? Then, don’t just stand there — plug in, press play, and let "Uploading..." be your guide to podcast prestige.
Interview Breakdown
In today's episode, we dive deep with Ben Bradbury, a podcasting virtuoso and General Manager at Workweek, as he shares the secrets to launching a successful podcast and mastering the art of engagement. From the mechanics of distribution to the nuances of co-hosting dynamics, Ben unpacks the essential strategies for creating a podcast that not only resonates with audiences but also stands out in a crowded market.
Today, we'll cover:
The critical role of consistency and subscriber growth in podcast success.
Why understanding your audience's online habitats is key to effective content distribution.
Strategies for leveraging emotional resonance and trust through podcasting.
The impact of host dynamics on podcast narration and listener engagement.
Insights on balancing authenticity and resource investment for content creators.
Join us as we upload a treasure trove of podcasting wisdom, with Ben Bradbury guiding the charge in this episode full of actionable advice for both new and seasoned podcasters.
Short Recap
In this episode, Ben Bradbury unpacks the intricate dance of podcast ROI, blending his journey from founding Astutely to helming audio at Workweek with tactical advice on audience growth and content monetization. It's a masterclass in podcast mechanics, from crafting resonant hooks to maximizing digital reach—all distilled into strategic insights that every creator can use to amplify their voice and value in the podcasting realm.
🎠 Social Carousel
Cover Slide:
"10 Key Insights from Ben Bradbury on Podcasting"
Slide 1:
Monetize Smartly
Leverage ads, sponsorships, and brand partnerships for revenue.
Slide 2:
Lead Nurturing
Use podcasts to move leads through the sale cycle and build trust.
Slide 3:
Measure ROI
Track podcast ad impact with direct response strategies.
Slide 4:
Depth Wins
Go deeper in discussions for valuable, impactful content.
Slide 5:
Consistency Counts
Frequent, reliable releases grow and sustain your audience.
Slide 6:
Know Your Audience
Understand their pains and online hangouts for targeted reach.
Slide 7:
Hook Them
A catchy topic angle can set your podcast apart.
Slide 8:
Leverage Strengths
Play to your strong suit, whether it's voice or text.
Slide 9:
Co-host Chemistry
Choose a partner that matches the dynamic and feel of the show.
Slide 10:
Expand Strategically
Optimize your digital presence with careful channel selection.
CTA Slide:
"Connect with Ben"
Follow @BenBradbury_ on Instagram, email for queries, and tune into Workweek podcasts for more insights.
New Idea
Idea #1: Leveraging Emotional Resonance for Audience Growth
Foster a deep connection with your audience by utilizing tactics that resonate emotionally, ensuring they feel a part of the podcast’s journey:
Highlighting Relatable HR Stories: Ben Bradbury discusses how they positioned their HR show by sharing anonymized HR horror stories. This approach allows listeners to see their own workplace challenges reflected in the content, creating a bond based on shared experiences.
Emphasizing Consistent Engagement: Bradbury underlines the importance of consistency and frequency in podcasting as a means to build a loyal subscriber base. This reliable presence in listeners' lives can establish trust and a stronger emotional connection, much like a friendship.
Focusing on Podcast Dynamics: The selection of a co-host is not just a logistical decision but an emotional one. The chemistry between hosts can offer a more dynamic and engaging listening experience, encouraging emotional investment from the audience in the podcast's narrative and team.
1 Key Learning
Embrace Audience-Centric Podcasting
Podcast success hinges on deeply understanding and consistently engaging with your target audience.
Creating content that resonates with your audience's preferences and pain points establishes trust and fosters a loyal listener base, which is essential for long-term podcast growth. By identifying where your audience spends their time and tailoring your content to suit their needs, your podcast becomes an invaluable resource for them.
Leverage Your Unique Voice and Strengths
To stand out in the crowded podcast landscape, capitalize on your individual talents and the uniqueness of your content.
Understanding your strengths, whether in voice, storytelling, or subject matter expertise, allows you to craft a podcast that plays to those assets. Tailoring your show to highlight these elements not only captivates your audience but also ensures the authenticity and distinctiveness of your podcast brand.
💎 Maxims
Maxims for Podcast Success from the "Uploading..." Episode with Ben Bradbury
Monetize intentionally: Align your podcast's revenue model with your goals, whether it's through advertising, sponsorships, or nurturing lead relationships.
Measure meticulously: Pay close attention to podcast advertising ROI by tracking direct responses and integrating sponsors seamlessly into the content.
Deep dive into discussions: Foster meaningful engagements by prioritizing in-depth conversations that add value to your audience.
Segment smartly: Create distinct segments such as a lightning round for energetic exchanges, and name your segments to set clear expectations.
Connect consistently: Promote audience interaction through accessible platforms like Instagram and email, and invite listeners to engage with your content regularly.
Know your audience’s pain: Understand and address your audience's issues and choose content platforms where they are active.
Craft a compelling hook: Differentiate your podcast with a unique angle or storyline that captivates listeners, like anonymizing HR horror stories to intrigue the audience.
Build on a base: Establish a loyal subscriber base through RSS distribution and ensure frequent content delivery to foster audience growth.
Repurpose resourcefully: Keep momentum in your feed by repurposing content across episodes to maintain consistency without overextending resources.
Quality trumps all: Invest in creating high-quality content that resonates with and retains your audience’s engagement.
Identify organic growth goals: Aim for a healthy monthly growth rate between 5-10% to gauge your podcast's success.
Play to your strengths: Choose content creation forms that leverage your natural abilities, whether in voice or text-based expression.
Embrace emotional connections: Understand that podcasting’s value lies in building emotional relationships and trust with listeners.
Co-host carefully: Choose a co-host based on genuine chemistry and balance the conversation with defined roles for a dynamic interaction.
Know when to pivot: Be ready to reassess your co-hosting arrangement and make changes if it doesn’t enhance your show’s format.
Be authentic: Stay true to your expertise and avoid discussing topics outside your knowledge base, which can lead to inauthenticity.
Balance resources and content: Weigh the resource investment against the potential to monetize content through advertising.
Scale with strategy: Utilize tools and a skilled team to increase your podcast's digital footprint and remain competitive.
Protect your time: Implement project management to safeguard your creative process and prioritize high-value tasks.
Select your channel wisely: Choose channels for growth based on where your target audience resides and how you can best reach them, such as Twitter for niche markets.
By living by these maxims, podcast creators and hosts can navigate the complex world of podcasting with a clearer path to growth, quality, and audience connection.
Hustle Thread
Tweet 1:
Ben Bradbury was once just a podcaster.
His show was new, audience small.
Today, he shapes media at Workweek.
Here's how he turned voice into influence: 🚀
Tweet 2:
Meet Ben (@BenBradbury_), GM of audio/video @Workweek.
Once ran his own show, now he's a podcasting pundit.
This is the story of his ascension.
Tweet 3:
Ben's journey wasn't always smooth sailing.
His content agency, Astutely, grappled for traction.
Yet, he maneuvered to merge with a larger voice, Workweek.
Tweet 4:
Persistence led him to master the cast.
He nurtured Subject Matter, his own creation,
Understanding the audience shaped its foundation.
Tweet 5:
Ben leveraged more than just content;
Consistency and strategic cross-promotions expanded his tent.
That's how his subscriber base saw multiplication.
Tweet 6:
Cross-pod promotions? Ben dived deep.
Guested on shows, his network leapt.
Used podpitch.com, his efforts kept.
Tweet 7:
Guess what? Workweek's podcasts found their groove.
Monetizing media through ads gave a big move.
Ben's insight: craft unique positioning and prove.
Tweet 8:
From podcaster to audio maestro at Workweek,
His voice rode the digital peak.
Ben's tale: from solo to audio chief.
Tweet 9:
Ben Bradbury's path is one of calculated audio art.
"Find your unique voice, make your mark."
His motto for those carrying the podcasting heart.
🧿 Viral Breakdown & CTA
Struggling to measure your podcast's ROI?
PODCAST GROWTH HACKS 🚀
Unlock the secrets to a high-ROI podcast in minutes
Experienced growth from a top podcast network and creator, Ben Bradbury, awaits you.
Are you tapping into your podcast's full potential?
ADVANCED PODCAST INSIGHTS:
Know Your Audience
Strategic Consistency
Emotional Engagement
Let's dive deeper…
~~
KNOW YOUR AUDIENCE
Audience is the cornerstone of podcast success. Ben urges podcasters to drill into their pain points and focus on where they spend their time online. He suggests using tools like podpitch.com to align your content with potential listeners' interests efficiently. It’s not about where you want to be; it’s where your audience already is. By understanding and meeting them on their turf, you can ensure your voice resonates where it matters most.
STRATEGIC CONSISTENCY
It's not just about pumping out content; it's about strategic, consistent messaging that builds trust. Frequency leads to familiarity, and familiarity leads to subscribers. Remember, it's subscribers who drive your growth. By repurposing content smartly, you can maintain momentum without sacrificing quality. A steady stream of content keeps your audience engaged and attracts new listeners, acting as a growth flywheel for your podcast.
EMOTIONAL ENGAGEMENT
Podcasting's superpower is its ability to foster an emotional connection. Ben emphasizes that the host dynamic is crucial; it can make or break this relationship. Whether you go solo or pick a co-host, ensure your narrative play is strong – balance the play-by-play with color commentary. The goal is to strike that chord of emotional resonance with your listeners, building trust and loyalty that transcends mere content consumption.
Get inspired to action! Tune into "Uploading..." where Ben Bradbury shares more on leveraging your strengths to amplify your podcast's presence. Learn from top Founders and Operators across Consumer, Creator, and Commerce at DTC Pod and scale your digital impact today.
Uploading... Titles
#--- - Ben Bradbury, General Manager Workweek - Mastering Podcast Growth: Secrets of a Podcast Pro
#--- - Ben Bradbury, Audio/Video Prodigy - Transform Your Podcast Into a Lead-Generation Machine
#--- - Ben Bradbury, Workweek's GM - The Art of Emotional Podcasting: Building Trust & Loyalty
#--- - Ben Bradbury, Content Marketing Guru - Crafting Killer Podcast Content for Explosive Growth
#--- - Ben Bradbury, Podcaster & Strategist - From Zero To Podcast Hero: Ben Bradbury's Insider Tips
#--- - Ben Bradbury, Astutely Founder - The Podcast Playbook: Winning Strategies from a Serial Creator
#--- - Ben Bradbury, Subject Matter Expert - The Ultimate Guide to Podcasting ROI & Audience Engagement
#--- - Ben Bradbury, Podcast Innovator - Leverage Your Strengths: A Podcaster's Roadmap to Success
Twitter Post 1
This statistical tidbit might just make you rethink your content strategy:
Organic monthly growth for podcasts typically hovers around 5-10%.
Keeping your audience tuned in means staying on the pulse of consistency and quality. Time to turn those listeners into loyal subscribers! 📈🎧
Mindsets
If you're an aspiring podcaster or looking to revamp your existing show, here are some mindset shifts to keep in mind as you navigate the evolving landscape of content creation:
💭 Transition from purely producing content to fostering emotional connections. Recognize that podcasting is not just about filling time with sound—it's about creating a space where listeners can form a bond with you and your content. When planning your episodes, prioritize topics and stories that resonate deeply with your audience, inviting them to return not just for information, but for the emotional value they gain.
💭 Embrace a growth-oriented approach to your podcast's performance. Instead of getting bogged down by download stats or comparison with top-chart shows, focus on the steady and organic growth of your listenership. Commit to delivering consistent, quality content and utilize strategic repurposing to maintain your podcast's presence. Remember, even a 5-10% monthly increase in audience engagement is a solid indicator that you're on the right track.
💭 View multi-platform engagement as an opportunity, not a chore. In this age of diverse digital habitats, it's crucial to understand where your audience spends their time. Instead of spreading yourself thin, adopt a strategic mindset by targeting platforms where your content naturally thrives. Whether it’s LinkedIn for professional insights or Twitter for real-time engagement, allocate your resources to maximize impact where your audience already congregates.
For further insights on building a successful podcast that connects and resonates with your audience, tune into our latest episode with Ben Bradbury on "Uploading..." Also, remember to leverage the tools and communities available to podcasters to refine your strategy and continue your growth journey!
Uploading... Titles
Ben Bradbury, Workweek GM - Mastering the Podcast Game: Monetizing Every Listen
Ben Bradbury, Astutely Founder - From Indie Podcast to Industry Giant: The Secret Playbook
Ben Bradbury, Podcast Expert - Hacking The Podcast Growth Code: Skyrocketing Downloads and ROI
Ben Bradbury, Audio & Video Production Leader - The Podcast Blueprint: Creating Emotional Bonds for Explosive Growth
Ben Bradbury, Media Strategist - Inside Podcasting: Amplify Engagement, Maximize Revenue
Ben Bradbury, Content Creation Prodigy - The Podcaster's Journey: Building Trust and Tripling Your Audience
Future State, 6 reasons post
In just one quarter, our podcast, "Uploading...," has seen a 20% rise in listener engagement, a growth of 50% in our subscriber base, and increased inquiries for sponsorships. We've successfully begun to monetize our content, and the road ahead promises an even stronger, more connected community of listeners and a steady revenue stream through strategic partnerships.
BACKGROUND:
The podcast industry is rapidly evolving, with audience engagement being the new currency. For "Uploading...," the journey from a passion project to a profitable media venture captures the essence of this evolution.
Old Podcast Model:
Limited subscriber base
Inconsistent episode uploads
Generic content struggling to stand out
Little to no sponsorship interest
Ad-hoc social media presence
New Podcast Model:
Growing, loyal subscriber community
Frequent and regular posting schedule
Niche, high-quality content with unique positioning
Active sponsorship pursuits and brand collaborations
Strategic social media presence driving listener growth
While "Uploading..." has had a notable impact, it's important to harness the full potential of our platform and move towards an optimized podcast model that consistently delivers value to both our audience and sponsors.
Here are my 6 recommendations:
Deepen Listener Engagement: Incorporate segments like the ‘Lightning Round’ to personalize discussions, maintaining the audience's interest and encouraging participation.
Social First Strategy: Leverage platforms where our target audience thrives, such as LinkedIn for HR professionals, to share our podcasts and create fruitful discussions.
Strategic Co-host Dynamics: Enhance chemistry between hosts by designating roles, like play-by-play and color commentary, to maintain a cohesive narrative and entertain listeners.
Collaborate and Cross-Promote: Build relationships with podcasts that share emotional resonance with our audience for effective cross-promotion, going beyond mere ads to guest appearances.
Boost Conversion through Trust: Utilize tools like podpitch.com for strategic guesting opportunities that convert listeners much more effectively than standard cross-promotion tactics.
Operational Excellence: Streamline production with project managers and specialists to handle creative executions, ensuring the host's time is dedicated to content creation and listener engagement.
With these actionable steps, we expect to see a robust increase in both engagement and monetization, setting a gold standard for podcast success.
P.S.
What strategies have helped your podcast grow? Are there any additional tactics you've employed with success?
Share your thoughts, and let’s discuss how we can all lift the podcasting game to new heights!
Workbook
Workbook Title: Unlocking Podcast Potential: A Guide from Ben Bradbury
Introduction:
Welcome to the "Unlocking Podcast Potential" workbook, a resource designed to help podcast creators optimize their shows for growth and monetization, based on insights from Ben Bradbury on the "Uploading…" podcast with hosts Ramon Berrios and Blaine. Enhance your podcasting journey by applying the strategies discussed and track your progress with the exercises included.
Table of Contents:
Understanding Your Audience and Market
Crafting Your Unique Positioning and Show Format
Establishing Consistency and Distribution Mechanics
Amplifying Growth: Downloads and Audience Engagement
Monetizing Your Podcast
Evaluating ROI for Your Podcast Operations
The Art of Co-Hosting and Host Dynamics
Making Your Podcast Stand Out
Operations and Scaling Your Podcast Project
Choosing the Right Channels for Promotion
Section 1: Understanding Your Audience and Market
Exercise 1.1: Define Your Audience Profile
Describe your target listener by considering demographics, pain points, and where they spend time online.
Create a listener avatar to visualize your ideal audience member.
Exercise 1.2: Analyze Market Positioning
List current podcasts that serve the same audience.
Identify the gaps in what they offer and where you could add value or differentiate.
Section 2: Crafting Your Unique Positioning and Show Format
Exercise 2.1: Establish Your Unique Hook
Write down your podcast’s topic and angle.
Craft an engaging hook for your show based on Ben Bradbury's HR horror story example.
Exercise 2.2: Plan Your Show Segments
Develop a list of potential segments for your podcast including content type and duration.
Name each segment to add intentionality and structure.
Section 3: Establishing Consistency and Distribution Mechanics
Exercise 3.1: Building a Release Schedule
Create a calendar for your release schedule.
Decide on a frequency and consistently publish episodes.
Section 4: Amplifying Growth: Downloads and Audience Engagement
Exercise 4.1: Content Repurposing Strategy
Identify past episodes or content that can be repurposed.
Draft ideas on how to repurpose each piece for different platforms.
Exercise 4.2: Setting Growth Benchmarks
Determine your current growth rate.
Set realistic goals based on the 5-10% monthly growth benchmark provided by Ben Bradbury.
Section 5: Monetizing Your Podcast
Exercise 5.1: Explore Monetization Opportunities
Identify potential sponsors, partnerships, and ad opportunities for your show.
Draft a pitch for potential sponsors.
Section 6: Evaluating ROI for Your Podcast Operations
Exercise 6.1: ROI Assessment
Record your current time and money investment in producing your podcast.
Assess the returns in terms of listener growth, revenues, and brand partnerships.
Section 7: The Art of Co-Hosting and Host Dynamics
Exercise 7.1: Co-Host Compatibility
If considering a co-host, list the qualities you are looking for.
Think about previous guests or colleagues you have good chemistry with, and reach out to discuss potential collaboration.
Section 8: Making Your Podcast Stand Out
Exercise 8.1: Authenticity Check
List the subjects you are knowledgeable and passionate about.
Ensure that your content aligns with what you are qualified to discuss.
Section 9: Operations and Scaling Your Podcast Project
Exercise 9.1: Team Building and Delegation
List the tasks necessary for producing your podcast.
Identify which tasks you can delegate and write a job description for potential team members.
Section 10: Choosing the Right Channels for Promotion
Exercise 10.1: Channel Identification and Strategy
Based on where your audience spends their time, choose the appropriate online platforms for promotion.
Create a promotional strategy that plays to your strengths and engages with the audience on the chosen platforms.
Conclusion:
As you work through this workbook, remember the importance of consistency, understanding your audience, and building a strong, unique value proposition. Implement the insights and strategies shared by Ben Bradbury to elevate your podcast, foster deeper engagement, and achieve your podcasting goals. Best of luck, and keep uploading content that resonates with your audience!
Ensure to use this workbook in conjunction with the "Uploading..." podcast episode featuring Ben Bradbury to get the most out of the guided exercises and strategic insights.
Tweet thread on learnings
Tweet 1:
🎙️ Diving deep with Ben Bradbury from @workweekinc on "Uploading..." podcast revealed a goldmine on #PodcastSuccess. Key? Balancing content quality & consistency! Ready for a thread on consistent content creation's impact on podcasting? Here's my biggest takeaway: 🧵👇 #Podcasting
Tweet 2:
🔄 Consistency & Audience Growth
According to @BenBradbury_, striking the right balance in content release schedules is critical. The magic isn't just in the content—it's in the ritual. Listeners crave regularity, which in turn fuels downloads and loyalty. #ContentCreation
Tweet 3:
🎣 The Hook & Unique Positioning
Every podcast needs a defining angle. Ben's advice? Craft your 'hook' meticulously. Just like @workweekinc's HR show transformed anonymous HR horror stories into a captivating series. Entice listeners with what sets you apart! #PodcastingTips
Tweet 4:
🤝 Emotional Resonance & Trust
Podcasting isn't just about talking; it's about building relationships. Ben emphasized how a podcast fosters deep bonds with its audience. He's talking trust and rapport that can't be rushed or faked. #PodcastCommunity
Tweet 5:
🚀 Growing Your Subscriber Base
@BenBradbury_ drives home the importance of subscribers over one-off listeners. An RSS feed isn't just a distribution mechanic—it's a growth engine that requires nurturing through content that keeps listeners yearning for more. #AudienceBuilding
Tweet 6:
🎨 Quality Content is King
Never compromise on quality; it's the sustenance of your podcast's life. Ben suggests repurposing content smartly to keep the momentum without diluting the value offered. Always remember, engaging episodes equal engaged audiences. #PodcastQuality
Tweet 7:
📈 Benchmarks for Organic Growth
Looking for growth metrics? Aim for a 5-10% monthly increase organically. This isn't just a number; it's a validation of your strategy's effectiveness. Use it as a compass to steer your podcast towards larger horizons. #PodcastGrowth
Tweet 8:
💼 The Right Channel for Growth
Don't scatter your energies. Ben's tactics? Analyze where your audience lives online. Narrow focus amplifies impact. Think of the reach you could have by dominating the right platform! #PodcastMarketing
Tweet 9:
🔄 The Cycle of Trust & Emotional Investment
I'm circling back because it's that important. You can't fake the connection with your audience. Ben's storytelling illuminates this truth: The strongest podcasts are built on an unshakeable foundation of listener trust. #AudienceEngagement
Tweet 10:
📢 And we're bringing it home. Ben’s insights from "Uploading..." provide a playbook for any podcaster looking to scale new heights. Quality, consistency, true connection. That's the trinity for a thriving show. Catch the full story on our latest episode. #UploadingPodcast 🎧🚀
Youtube Description
Ben Bradbury's Proven Podcasting Roadmap for Growing Your Brand and Trust with Your Audience.
Ben Bradbury’s expertise with Workweek: https://workweek.com/
And you can benefit immediately from this episode to optimize your podcast's impact, streamline content creation, and enhance listener trust: [Podcast episode link]
Ever wondered what goes on behind the scenes of a thriving podcast? In this in-depth episode, we invite Ben Bradbury, the General Manager for audio and video production at Workweek, to reveal the strategies that revolutionized podcasting ROI and listener engagement.
We delve into the core of running a podcast that doesn’t just fill airtime but propels your brand forward, attracting listeners and sponsors alike. From recognizing keys to monetization such as sponsorships and brand partnerships, to navigating the nuances of podcast advertising and content integration, this episode leads you down the path to podcast profitability and progress.
In our conversation with Ben, you'll be guided through the essentials of creating valuable and consistent podcast episodes that captivate your audience. Whether you’re a new podcaster looking to understand distribution mechanics and organic growth benchmarks, or you’re seeking to amplify your current podcast’s reach, this episode is a treasure trove of actionable insights.
We will discuss the vital practice of connecting with your audience where it matters, aligning with their online dwellings, and differentiating your podcast with compelling content that forges emotional relationships and trust. Ben shares his experience on segments that spark interest and demonstrates how a tactical approach can transform your podcast’s growth trajectory.
With Ben Bradbury’s enlightening anecdotes and practical advice on content creation and operations ROI, this conversation promises to equip you with the understanding to build affinity with your clients, and galvanize your podcast's influence.
So, if the idea of accessing Ben Bradbury’s proven approach to podcasting excites you and you're eager to learn how to align your podcast's objectives with your brand’s ethos, tune in to this episode.
Youtube Description
Podcasting Mastery in 2023: Unleash the Potential of Your Voice to Build Trust and Grow Your Audience
Start Podcasting Like a Pro Today: https://app.uploading.io/auth/signup
In this comprehensive episode of "Uploading..." with special guest Ben Bradbury, we delve into the nuanced world of podcasting to equip you with the tools and knowledge to navigate this dynamic landscape effectively and confidently.
Podcasting Evolution: Hear about the trajectory of podcasting up to 2023 and the paradigm shifts that are defining its future. Stay ahead of the curve by learning from Ben's deep experience and insights.
ROI for Podcasters: Ben Bradbury breaks down how both media and enterprise companies can maximize their Return on Investment. This is critical for anyone looking to tie their podcasting efforts to tangible business outcomes.
Content Integration and Advertising: Discover sophisticated strategies for integrating sponsors and measuring the ROI for podcast advertising, ensuring your content aligns with listener interest while also driving revenue.
Podcast Improvement Tactics: Learn from a rich discussion on elevating your podcast quality. We introduce concepts like powerful segment naming and deep-dive discussions that will redefine listener engagement.
Guest's Expertise and Strategies: Leveraging Ben Bradbury's vast expertise, you'll understand the nuances of audience segmentation, content positioning, and the secrets behind launching a thriving podcast.
Content Repurposing for Growth: Tap into Ben's advice on how often to release episodes, how to maintain momentum in your feed, and why repurposing content can be your secret weapon for consistent audience growth.
Understanding Your Medium: Not all creators are suited for podcasting. Uncover why selecting the right medium that plays to your strengths is crucial for resonating with and expanding your audience.
Social-First Distribution Mechanics: Learn why professional networks like LinkedIn could be a goldmine for your content as Ben explains the importance of tailoring your distribution strategy to where your audience lives online.
Cross-Promotion and Networking: Gain invaluable tips on emotional resonance and trust-building through cross-promotion and guesting on other podcasts, using platforms like podpitch.com to enhance your outreach.
Host Dynamics and Co-Hosting Considerations: Delve into the significance of host chemistry, assigning roles, narrative consistency, and when to consider or reconsider a co-host arrangement.
Authenticity and Content Monetization: Unpack the balance between creating authentic content and the commercial necessities of podcast monetization. Avoid the pitfalls of inauthenticity with Ben's candid guidance.
Optimizing and Scaling Your Podcast: For existing podcasters, Ben hands over the playbook for improving your show with actionable advice on utilizing tools, specialist teams, and efficient operations to stay competitive.
Where to Grow Your Show: End the episode with a better understanding of choosing the right channels to grow your audience, leveraging your unique strengths, and strategically expanding your digital presence.
By tuning into this episode of "Uploading..." featuring Ben Bradbury, you'll uncover the potent blend of creativity, strategy, and business acumen needed to make your mark in podcasting. Whether you're a budding podcaster or an established creator, this episode will have you walking away with actionable insights to manifest exponential growth and deepen your connection with your audience.
Simplify
Sure, here is a simplified version of the key facts for the episode:
Media companies make money from their content by using ads, sponsorships, and partnerships with brands.
For big companies, podcasts help by building trust with customers and helping sales along.
It's important to track how well podcast ads work by seeing how they lead to sales and how they're mixed into the show.
It's good for podcasts to have deeper talks, quick-fire question sections, and named segments to make things clearer.
You can connect with the guest, Ben Bradbury, on Instagram, email, or by listening to his podcasts about fintech, HR, and ecommerce.
Ben manages audio and video production at Workweek, a media company that focuses on business.
He started his own content marketing company, which Workweek bought in 2022.
Ben has been running his own podcast for over five years.
Ben talks about starting a successful podcast by really understanding what the listeners need and what makes the creator stand out.
Ben says that it's essential to be where your audience is and make your show different from others.
He talks about how important the main topic and angle are and shares an example with an HR show he worked on.
From the conversation:
The host asks about how important it is to release podcasts regularly and the number of listeners to expect when starting out.
The guest explains that podcasts spread through an RSS feed and that having subscribers helps grow the show.
Consistency and posting often are key to getting more listeners; also, turning one piece of content into other forms can keep the show active.
It's vital to have content that keeps listeners interested.
For organic growth, it's good to see the number of listeners increase by 5-10% each month.
The host wonders if podcasting is for everybody, and the guest suggests that creators should use what they're best at, like voice or writing.
They also talk about measuring the success of podcasts and if it's worth the work.
More highlights:
HR workers often use LinkedIn, so it's a good idea for podcasts to share content over social media.
Sharing listeners with other podcasts can help grow the show, as long as the audiences care about the same things.
Being a guest on other podcasts might get more listeners than just exchanging promos.
Podcasts build a strong connection with the audience.
It's important to have the right team of hosts who work well together.
If you have two hosts, it's good to divide the show into different parts for each host to keep the story smooth.
If having a co-host isn't working, you can change it. Make sure they fit with the show's style.
More advice:
Creators should make shows about things they really understand and consider how much time and money they can spend on making original content.
Before starting a podcast, think about your goal and how much you can spend.
Established podcasters should use tools and help to keep up with others and grow bigger online.
Hiring people who specialize in certain tasks can help creators use their time better.
Growing a podcast can feel overwhelming, so it's important to manage well.
Ben suggests focusing on where the listeners spend their time online and using what the creator does best to reach them. For example, Twitter works well if there's not much competition.
Castmagic LinkedIn Post
🔊 How does @Ben Bradbury from @Workweek build a podcast that strikes a chord with its audience while effectively understanding ROI and distribution strategies?
In the latest episode of "Uploading..." join myself and @Blaine as we uncover the mechanics of podcast consistency, the role of emotional connection in audience growth, and why host dynamics are pivotal.
Ben shares concrete strategies for leveraging social media, especially for HR pros on LinkedIn, and why guesting on podcasts might be your golden ticket for conversions. Plus, get an insider look at podcast format decisions and resource considerations to scale your digital presence.
Tune in for valuable insights on content creation and operations that can transform your podcasting game!
Full episode here: [Link to Full Episode]
#podcasting #contentstrategy #audiencegrowth #mediaROI #socialmediamarketing #digitalmarketing #businesscontent
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