0:00

- Todd and Rob in the afternoon. - Hey, afternoon, - July

0:06

- With Todd and Rob. - Oh yeah. - Good afternoon everyone.

0:11

My name is Todd Cochrane. I wanna welcome you to a live

0:14

recording of the New Media Show. The new media show is basically, uh, broadcast,

0:20

I guess wanna use that word stream, live every Wednesday at,

0:24

uh, three o'clock Eastern. We've been doing this show for more than 12 years,

0:28

I think We've done the new media show here at Pod Fest

0:31

almost every year since its inception. Of course. I wanna introduce, I'm Todd Cochran.

0:36

I'm the founder of Blueberry Podcasting,

0:38

and my cohost, Rob, go ahead. - Yeah, it's great to be at Podcast 2024.

0:44

Thank you so much for joining the New Media Show

0:47

Live in the Expo. So they, uh, the podcast expo has started as

0:51

of about a half an hour ago, so we're, we're right here

0:54

with everybody else, so you're joining

0:57

the party, as they say. So I'm excited, Todd, that this is a, I don't know

1:01

how many times we've been doing this show at the Pot Fest,

1:04

but it's been many, many years. But I'm excited to have a couple of terrific guests with us.

1:09

You know, Todd is, uh, with Blueberry, I don't know if you mentioned that.

1:12

And I'm with, uh, a company called Spoken Life Media,

1:15

uh, Rob Greenley. And, um, and we also have on stage two, uh, Roberto Blake,

1:22

who's the CEO of, um, create Awesome Media.

1:27

Yep. At, uh, he's a YouTube creator, podcaster, uh,

1:31

if you want to check out his website, it's at, uh,

1:34

roberto blake.com. He's very, very knowledgeable about the, the podcasting

1:40

and YouTube kind of spaces, kind

1:42

of merging together a little bit here. And so, so we'll talk a lot about that.

1:47

And, uh, I also have g Tom Raj

1:51

Nan, who's here. He's the CEO and founder of Hub hopper.com, uh,

1:56

which is a podcast hosting platform out

1:58

of the huge country of India. Uh, it's the largest country in the world, so I'm excited

2:03

to have him join us. - Hey, guys, pleasure connecting,

2:06

and super, super honored to, to be here with you guys,

2:10

and thank you for the invitation. Yeah, - Well, thank you so much.

2:14

So let's go ahead and just kind of jump into it

2:18

and, uh, start talking about kind of what's happening with,

2:22

in the YouTube world and what we're seeing, how that's starting to interface

2:26

with podcasting. Increasingly, and for me, in some ways,

2:30

this is a kinda like a step back in time to some degree,

2:33

because when podcasting started, it started

2:35

as an audio and video medium. And I think that what we saw over the last few years is a

2:42

emphasis on the audio side. And so a lot of people thought

2:45

that podcasting was pretty much just an audio medium, um,

2:49

when it really has really always been an

2:52

audio and video medium. It's just that a lot of people have, uh, seen YouTube grow

2:57

and seen that area develop over time and separately.

3:01

Uh, but when YouTube decided that they were gonna start calling a playlist, a podcast,

3:06

that kind of slowed the market a little bit.

3:08

But, uh, Roberto, tell us your thoughts on Yeah, I, I mean,

3:12

you've been following the, the YouTube side for a long time,

3:15

- Since 2006 when everything got started. Yeah.

3:18

- And so do you see this as a, you know, a real big change?

3:23

- I, I see it as a return back to our roots.

3:26

Honestly, the schism between audio and video when it came to podcasting can probably be

3:30

attributed to Apple and Steve Jobs when they did the iPod,

3:34

because it was audio only. And it revolutionized the concept of, um, audio in general.

3:41

You had them come over and legitimize the disruption

3:45

and revolution that Napster started. Napster walked so that, uh, the, you know, uh, the

3:51

iPod could run and so that iTunes could run.

3:54

And so I think that YouTube is doing what it's, um,

3:58

you know, really always done. It's bringing us all back together in the media landscape,

4:03

uh, of all the most successful podcasts

4:06

that have allowed the mainstream of podcasts.

4:09

We live in an era where for the first time, more than half

4:11

of America listens to podcasts for the first time ever.

4:15

I would attribute it to success of podcasts on video platforms, specifically YouTube, like,

4:20

uh, Joe Rogan, for example. Yeah. Being, uh, another one.

4:24

I would say that a lot of new media personalities have come up,

4:27

especially during the pandemic. And now you have things like Andrew

4:31

Huberman with Huberman Labs. You have, um, Paul, her daddy, uh, podcast second, uh,

4:36

biggest podcasting deal in history after Joe Rogan.

4:40

Um, I believe that one was 60, uh, million dollars.

4:43

Uh, you have several other prominent podcasts, di CEO,

4:48

Lex Friedman, all prominently known for their video content,

4:52

but also no slouch on the downloads on the audio side.

4:55

So I think that the Chm Mm-Hmm. <affirmative> is coming to an end.

4:59

And the thing is, I don't think that Chm was something

5:01

that was started by podcasters or by the community.

5:04

I think it was started by the corporations to go figure. Yeah.

5:07

- Historically, though, if you look at the whole history

5:10

of podcasting, there have been very, very, very few

5:14

podcasters have been successful. YouTubers and YouTubers have been successful. Podcasters.

5:18

That number even today is compared to the, the,

5:23

the enormity of the podcasting space is very, very small.

5:27

So Rob and I have been doing video for 12, 13 years.

5:32

Yeah. So, you know, we've got a YouTube channel and,

5:35

but also the majority of this audience, this podcast

5:39

audience, 70% listen to the show, 30% watch the show,

5:43

and they watch the show on Apple Podcast.

5:45

Most of you say, oh, you can watch a podcast on Apple Podcasts.

5:50

So while YouTube, we all know, all of us watch YouTube.

5:55

Right? We love YouTube channels. I think the challenge that I have,

5:59

and the caution I have is it's two different mediums.

6:03

Podcasting is a, is an almost an in your head

6:07

personal relationship, whereas YouTube is more

6:11

of an interactive watch, uh, type of, uh, content.

6:15

So it, I always caution podcasters that are doing,

6:18

gonna do a YouTube channel. I think there's a YouTube strategy,

6:21

and I think there's a podcast strategy. They're all equally good. Don't get me wrong.

6:25

They're all equally good. And if you had success in one or the other bonus,

6:29

- I would, I would agree is the YouTuber in the house, like I would agree

6:33

that it's absolutely different strategies. Yeah. Uh, for both.

6:36

And I would say that everything has its strengths to, its,

6:38

that plays to, I would also say that, you know,

6:41

we've seen a lot of what we're seeing with new media.

6:44

We've seen the parallels before. I'm old enough, uh, I may not look like it,

6:47

but I'm old enough to remember the Howard Stern Show.

6:50

I'm old enough to remember a lot of radio personalities started doing live to tape video

6:54

of their radio shows. And people would choose those experiences

6:57

and you'd experience them very differently. Sure. And I think that we still are gonna have that today.

7:02

But I, I, I, by the way, I love everything you guys are doing at Blueberry.

7:04

You guys are actually how I ever started

7:07

tracking my analytics. And I still, uh, use today

7:10

and I still get the affiliate commissions for my links to today. So thank you.

7:14

- It's not an ad <laugh> - God sponsored.

7:17

- I mean, I, um, sorry. - Yeah. Oh, go. No go. Go

7:20

- Ahead. Go. I actually think it's even, uh, further than that.

7:23

I mean, the Defragmentation is not just between audio

7:27

and video coming together. Uh, it's also, I think with the fact that, um,

7:33

every other medium, when they made the transition from offline to online,

7:38

it's been a very smooth transition.

7:40

So when music was being consumed offline

7:44

and people were buying CDs, it was called music. And then when it went online, it was still called music.

7:50

When video was being consumed offline,

7:52

it was being, it was called video. And when it was being consumed online,

7:56

it was again called video books. - Yeah. Books same. - But when it came

7:59

to the word podcast itself, this was very confusing

8:03

because this was an umbrella term for a lot of different things.

8:06

And when people made that transition from offline to online,

8:11

people didn't know what essentially, uh,

8:13

fell under the verbiage of podcasts.

8:17

And this has much larger implications

8:19

on the other side of the world. Like, for example, the very word podcast, like he mentioned,

8:24

comes from iPod and broadcast. Right? Now that works very well for markets

8:29

where Apple is a very large player.

8:32

But in a market like India, apple only contributes 2%

8:37

of market share in terms of smartphones.

8:39

Right? So automatically everybody started to consider, uh,

8:44

podcasts with people that had Apple products.

8:47

And people in India that had Apple products were from a very specific

8:50

demographic, very rich, very wealthy.

8:53

So automatically they didn't consider it as a medium

8:55

that embraced everybody. Mm. Now, for us, a large part of

8:59

what we've done over the last seven to eight year,

9:01

nine years now, is try to bridge the gap

9:05

and tell people that the poetry that they used to listen

9:08

to is also a podcast. The, um, stories that they used to hear, the mythology

9:15

that they used to hear, even like, uh,

9:17

the religious narratives that they used to hear all of that,

9:20

they all fall under podcasts. It's not just business acumen related content,

9:24

because that's what a lot of people from the other side

9:27

of the world that isn't as penetrated with a Apple sees.

9:31

So it's, I see a defragmentation not just with video

9:34

and audio, but also Defragmentation with the understanding

9:37

of what podcasting is. So I keep trying to tell people that it's anything

9:41

that's not music and it's prerecorded is a podcast.

9:46

A really silly anecdote is that I used to sit in cars,

9:50

- Uh, - In an Uber, and the cab driver would be listening to a podcast

9:56

and I'd ask him if he's ever heard a podcast. And he, he, he had no idea

10:01

what I was talking about while listening to a podcast. He used to be perplexed.

10:06

So a big part of this journey for us is also try to,

10:09

trying to bridge that gap. - You know, probably

10:14

of this 570 shows we've done on new media show,

10:18

I probably said this phrase at least 500 times.

10:21

I don't care where they listen or watch long as they listen

10:24

or watch, I don't care where, right.

10:27

We don't care. I'm as say, it doesn't matter if it's on YouTube,

10:30

doesn't matter if it's on Spotify, doesn't matter if it,

10:33

but to your point, on the Android side, I listen

10:37

to a hundred new podcasts every two weeks,

10:39

and I will be very frank, about 90%

10:42

of you never mention Android, never say, listen

10:45

to me on Apple Podcasts, or Listen on Spotify, that you give your

10:49

audiences two options. And I'm like, why? Why are you ignoring 50%

10:54

of the people in the United States have an Android? And why are you ignoring the rest of the world?

11:00

Which in India, you said 97% are on Android, 98.

11:04

98. So that's, you know, that's just an ancillary,

11:09

- And that's the largest market in the world. Yeah. - Yeah. So don't forget about those Android users.

11:13

But anyway, Rob, go ahead. By - Way, by the way, more people, if I'm not mistaken, don't,

11:17

uh, aren't there more people who speak native English

11:20

and India than exist in the United States? - Uh, there are more people

11:25

that speak native English in India than anywhere else in the world.

11:28

- <laugh>. Oh, well, there you go. <laugh>. - So there's a lot of potential listeners there, right?

11:34

- No, and that's actually quite funny as to why that happens.

11:36

It's, it's basically, we've got 26 national languages.

11:40

So you need one language to unify everybody,

11:42

otherwise nobody knows what to say to each other,

11:44

and they're just bickering, which is why you need English.

11:47

Right. Uh, so yeah. - Council, - What do you think is gonna happen in

11:52

India with podcasting? Do you think it's, it's just at the cusp of an explosion

11:57

of interest and consumption?

11:59

- So, yeah, I'll tell you, uh, that's a great question.

12:01

I'll tell you the pros and the cons. So when you're looking at a market like India,

12:05

which is already the third largest listening market in the

12:08

world, and you've not even begun to scratch the surface

12:11

of people listening, uh, in India,

12:14

like not even 1% will be listening.

12:16

In India right now, it's already the third largest,

12:19

the big problem statement that people have is a large amount

12:23

of people don't use Spotify, even,

12:26

nor will they use Apple Podcasts,

12:28

nor do they use Google, which is now YouTube music.

12:31

So a big fight for us, uh, which is what's caused us

12:35

to evolve a little bit as a hosting platform, is we had

12:38

to make sure that the content reads the listener.

12:41

So instead of just distributing the content into platforms

12:44

that were accepting podcasts, we had to change our strategy.

12:47

So we built out plug and play solutions that integrated into platforms

12:53

that never had podcasts. So into, um, video OTT platforms,

12:58

the streaming giants out of India. And these are platforms that have 50 million monthly active

13:02

users, a hundred million monthly active users. But there was no way for podcasts to reach them

13:07

because those consumers aren't consuming on these apps

13:10

that have podcasts. So big battle for us,

13:12

and I remember the first time we went to a

13:15

large streaming behemoth in India, we got thrown outta the room

13:19

because they were like, podcasts are meant for folks in the west.

13:22

You know, podcasts are meant for, all podcasts are meant for the wealthy.

13:26

And I'm, from my perspective, that it's ironically enough,

13:30

you're taking the medium that has the lowest barrier in terms

13:34

of being language agnostic, literacy agnostic.

13:37

Somebody who hasn't graduated the third grade can create a

13:40

podcast just as well as a Harvard grad can,

13:43

but they being alienated from this entire medium.

13:46

Um, so for us, it's, it's, a large part of it is actually

13:50

exposing these audiences into the, into podcasts in the natural habitats.

13:55

Instead of forcing them to move a platform that you have

13:58

to consume here, you have to consume that. We will take the content to you where it is. That's

14:02

- Brilliant. Let's, let's dive a little bit deeper into this.

14:05

You know, we put in a, a stats report basically

14:09

for the first time ever at Blueberry last this month.

14:12

And Nigeria came out on our list as having 3%

14:15

of the global audience that blueberry measures.

14:18

And everyone said, where did that come from? And it came from two shows.

14:23

Two shows delivering 23 million downloads a month

14:26

into Nigeria that were faith-based Muslim shows.

14:29

Wow. And you think about,

14:32

and they're, those two shows are created here in the United States and New York, and

14:35

yet they're reaching 23 million people a month in Nigeria.

14:39

So if you think about your podcast beyond the Borders

14:42

of the United States, there's huge opportunities to reach

14:45

a much, much larger global audience.

14:47

So with economic and demographic changes that are going on, where

14:51

where can this international audience go not only on

14:55

podcasting, but on YouTube in the next two to five years?

14:58

And, and let's, I'm gonna throw an angle on this. AI is innovating. Oh yeah. Media everywhere.

15:04

Fake stuff stuff, fake videos, fake audio. Right.

15:08

How is this gonna play into the next two to five years

15:10

for people that have a real voice? - I, I can tell you a little bit about that. I have insight.

15:15

I actually did a interview for my show with the VP

15:19

of Creator products at YouTube. I'm Ja. Um, so I spoke with him.

15:23

I also spoke with YouTube's, CEO, uh,

15:26

not on my video, but off the record. I spoke with Neil Mohan, the new CEO of YouTube

15:30

who took over for Susan Waki. And what, uh, both of them had to say was

15:35

that they're looking at the product roadmap of the YouTube

15:38

and AI of natively integrating.

15:40

And they announced this, this is on the record, they announced this at the YouTube native event

15:43

that I attended with the press, um, in New York.

15:47

And they're slowly rolling out AI native language dubbing

15:53

directly into the YouTube platform. And right now there are creators like Mr.

15:56

Beast who already have it. But basically, if I make a YouTube video, I'll be able

16:00

to push a button and that video will be translated in a voice

16:04

that sounds like me, that speaks in Hindi, speaks in, um,

16:08

Spanish, speaks in Portuguese, uh, speaks in Mandarin.

16:12

Wow. And so now all of a sudden, my content

16:15

can scale to markets. I never had true penetration access

16:19

in and get me more views. And for the people that are in those native markets, they

16:23

for the first time will have access to Western markets.

16:26

Yeah. To Western ad revenue

16:30

and CPM values Yeah. That they've never had before.

16:33

And they're gonna be monetized. And once they're monetized, oh wow.

16:36

Is the landscape gonna become much more competitive when

16:39

that talent over there finally gets to play the game line,

16:42

even playing field and have access to a market they never had.

16:45

But also for the rest of us having access

16:47

and the ability to make a real difference in the world,

16:50

we have the ability to onboard and bring people, um, education, entertainment, insights.

16:55

We have the ability to actually unify people. So the thing is, it's a brave new world.

16:59

YouTube and Google are not playing around.

17:01

They know this is the future. And the other reason they wanna scale this is

17:05

because there are platforms that do not have access

17:08

to certain global markets, but they do. And so there'll be major players there for that reason.

17:12

- You know, that's been used by a few companies here in America

17:16

where they've maybe done six or seven languages at great expense.

17:21

But I, you know, I predict in two years, we'll all be able

17:23

to train our voice if we want to,

17:27

and have this automatically applied in various languages.

17:30

- And YouTube and Google are giving it to us upfront at zero cost. Right? Yeah.

17:33

- Right. So that's a definite market advantage. So, uh, sorry. Yeah, go

17:37

- Ahead. - Yeah, I was just gonna mention that, um, you know,

17:40

what kind of pressure is that gonna put on all of us

17:44

to be a global creator? Are, are we gonna have to up our game?

17:48

Or do you think that we're gonna be able

17:50

to find success like we've always been able to?

17:52

- A little of both. A little of both. 'cause you'll have home team advantage.

17:56

You also have the native advantage of you've been onboarded onto the process.

17:59

These are gonna be people that have to learn from scratch how to do a lot of these things.

18:03

If you've already been in the game, plus you have home field advantage

18:05

of being a native English speaker. So that's always gonna matter to some degree. Right? Right.

18:09

The technology is also new. The technology is also new.

18:12

So the thing is, it's going to, when it's coming out into rookie

18:14

mode, it's not gonna be perfect. Um, that's for bloody shirt

18:18

with any Google product, as much as I love them.

18:20

But it's gonna get very good, very fast. So the thing is, everyone here has the opportunity

18:26

of first mover advantage has the ability

18:28

to be an early adopter. And if you're already playing in the game,

18:31

I wouldn't step up your game a little bit. But I wouldn't get intimidated.

18:33

I would just remember that there, when,

18:36

when new players enter the market, Mm-Hmm. <affirmative>, it's not a bad thing. It's a good thing.

18:40

Because now we'll be able to see

18:43

where we stand for one thing. We'll also have now more diversity of thought,

18:47

which is always good to challenge ourselves. But don't be scared off by this idea

18:51

that there's new competition in the market because thing is new.

18:55

Is new, new isn't better. - I, I had, uh, a teammate take one minute of audio

19:01

and put it into a system that a lot

19:03

of people are using 11 labs. Yeah. Yeah. It's at one minute of my voice

19:08

and, uh, created a short mini podcast.

19:11

It was like two minutes. And it, it really kind

19:14

of freaked me out a little bit with one minute of training.

19:17

So take that the next step. I met a guy when I was at CS in Vegas just a couple

19:21

of weeks ago, and he's from a very well-known tech site.

19:25

And, uh, I won't mention it, I won't out him here,

19:29

but he's producing an AI podcast now that covers

19:33

three topics a day that all he does is he approves three topics

19:39

and AI does the rest. And he pushes publish.

19:42

And he's getting eight to 10,000 downloads on that podcast

19:45

that's published five days a week with a AI voice.

19:50

So the thing, I'm, we're all kind of enamored a little bit

19:53

with AI right now, but the thing that I want us all

19:56

to remember is we're using the stupidest AI we'll ever

19:59

use right now. You know, you look at the outputs we're getting Yeah.

20:04

And we're using the dumbest thing we'll ever use five years

20:07

from now, we're gonna look back and laugh at this. And I know. Yeah. 'cause

20:11

- We're still editing it - Now, right? Yeah. Yeah. So now, you know, I look at

20:14

what we're doing in blueberry and some of the stuff we're doing with AI and,

20:17

and been working for a while on this. Uh, it's, it is a brave new world,

20:21

and we're all gonna have these great new tools.

20:23

But I think it goes back to, and I keep saying this, original voices, true voices,

20:30

authentic voices are going to win the day.

20:34

We're gonna be inundated with so much stuff, articles,

20:38

fake videos, you name it.

20:41

If your voice is a voice that's originating content,

20:43

I think people are going to seek that out in greater numbers

20:46

because they're not gonna know what to believe.

20:48

And one thing podcasting has always done

20:51

is we connected with audiences. They know who we are, they trust us, they trust our voices.

20:56

So I think this is where podcasting audio

20:59

or video is going to, uh, rule the day going forward.

21:04

- Don't you think that live the Tape podcast have a distinct advantage for that reason,

21:08

because of the authenticity, the trust, and the fact that you can actually see

21:12

and believe with your eyes? I think that, Todd, what's the over,

21:16

what's the over under on Skynet right now? - The over what, - What's the over under on Skynet,

21:20

since you're looking at the app? - <laugh>? You know, here's, here's the end point.

21:25

You know, the reason that I did live when I started back in the days

21:29

of Ustream was I lived in Hawaii.

21:31

I was recording an 8:00 PM Hawaiian standard time,

21:34

which was 2:00 AM Eastern, and I was lonely.

21:38

And I was doing a solo show. So all I wanted was some people to come into a chat room

21:42

and say, Hey, we're listening, you're dumb, or whatever.

21:45

So for me, it was about the interaction to start doing live.

21:48

Um, and then I'd have people from Australia coming in and watching.

21:51

But when Rob and I started doing live, it was

21:54

because it made us better podcasters. You had to be prepped, you had to be ready,

21:57

that if you made a mistake too bad, it just,

22:00

it just went out, you know, you had no choice.

22:02

And it, it flowed into my style of editing,

22:05

which I do know editing. So for me, glide is, was always a thing that was cool.

22:10

But anyway, I've gotten a soft topic here. Sorry, Rob.

22:12

- So my, like, one of the things

22:14

that I feel really strongly about is I hate the way AI

22:18

was branded to us. AI was branded to us in a way that it's coming for you,

22:23

it's coming for your jobs, right? - It is. You're - Going to, you're going to become,

22:26

- It's gonna kill you. - Yeah. You're gonna be useless very

22:28

quickly, et cetera, et cetera.

22:31

At the end of the day, when somebody asks me what AI is,

22:35

I like to give the example of think about AI

22:38

as when the calculator was invented.

22:41

Now when the calculator was invented, it made people

22:44

faster at doing math. It didn't make them useless.

22:48

If there's any product that is just ai,

22:50

that product is going to have a shelf life about 12 months

22:53

because they're on a wave right now. If, if you are doing process re-engineering

22:58

and you are trying to make things more efficient,

23:01

utilizing AI and leveraging ai, that is phenomenal.

23:05

If AI can take a three hour long process

23:07

and make it into 45 minutes, that is

23:10

where AI will be beneficial, because AI is just a calculator.

23:13

At the end of the day, all of this rubbish content

23:15

that people are putting out that is in this voice or that voice, podcasts are theater of the mind.

23:21

Yeah. You are co-creating with somebody. You are the audio creator.

23:24

They are the visual creator in their minds. And that's why it's so beautiful,

23:27

because everybody has a different story that's going on.

23:31

Everybody's a different producer along with you, co-creating.

23:34

Now AI will never be able to replace that.

23:37

It can just make processes more efficient,

23:40

just like a calculator made processes more efficient.

23:42

And that's what we do in with Hub Opera also, is

23:45

we constantly trying to state that when it comes

23:48

to the creation process, we will not meddle with that.

23:50

When it comes to the process of creating your show notes,

23:53

giving you suggestions on your titles, creating social posts

23:57

for you, we will make that a lot quicker.

23:59

We will make your cover art a lot quicker. But your content is you

24:03

and I, even for the forthcoming future. I don't wanna meddle with that

24:06

because that will ruin the sanctity of the medium in itself.

24:11

And it's not gonna last for a long time, in my opinion, in dubbing.

24:13

- Yes. But it shouldn't be able to replace you. It should assist you. If it can replace you,

24:17

step your game up, you're not good enough yet. But,

24:19

- But be honest with you, my production is now longer, but it's better.

24:24

Yeah. So I used to take a, you know, you guys, some of you

24:28

that edit, you're gonna hate me. 30 minutes hit stop.

24:31

It's out the door, it's on the street now. It's an hour.

24:35

You know? So because what am I doing? I'm creating better show notes.

24:39

I'm creating better summaries. Better, better bullet lists, better Google,

24:43

SEO I've always said, and this is another thing I've said for many, many years,

24:46

you record for your audience. You write for Google, don't forget that. Yeah.

24:51

Write for Google, don't write for your audience. Write for Google. And the same thing with YouTube too.

24:55

- It is the same thing with you. - Yeah. Because nobody's gonna read it actually.

24:57

It's, it's the feed the, the computer.

25:00

- Right. - Like the, the thing I will tell you about that,

25:03

and that's a great point, is that I think it's wildly efficient

25:07

for mechanical work, but not creative work.

25:09

Yeah. Yeah. I think that the branding of generative AI

25:13

is disingenuous, but I also think the fear mongering with disingenuous.

25:16

You have so many people riled up and I'm like, no, it will only eliminate the bottom

25:20

of the market, if anything on - That.

25:22

I think the middle of the market, the folkers, the people that are doing the general

25:25

stuff every day, that's, yeah. It'll, - It'll eat at the bottom of the middle.

25:28

Yeah. It'll eliminate the bottom all together. The bottom will fall out and then it'll attack the bottom

25:32

of the middle, but not the middle of the middle and not the top of it. Yeah.

25:35

- Your subject matter experts are gonna survive this,

25:37

and your creatives are gonna survive it. But though the, as Google says, those thunking things

25:43

that we do every day, that's gonna get absorbed

25:46

and allow us to have better processes. But anyway, go ahead, Rob.

25:49

- But yet to take a counter argument, there is some evidence

25:53

that you can create a podcast with an AI voice.

25:58

And it sounds pretty good right now. - Uh, that part. Yes. 'cause that's mechanical, but Right.

26:03

The script, the script. No, no, no, no, no. Right,

26:06

- Right. And so as we look five years out or so, when AI gets better,

26:11

and we do see, uh, more general intelligence,

26:16

um, more human-like intelligence, which is coming, I think,

26:21

um, I think this question's gonna be revisited again. Who, who

26:24

- It - May, who's, listen, - Who's listened to the late George Carlin's new

26:28

podcast episode? You have to listen.

26:31

- It's creepy. - You have to listen. Yeah, it's good.

26:34

How long Sir Carlin been dead, - What, 15 years? Yeah.

26:37

- Go listen to his new episode of Come Out a couple weeks ago.

26:40

You, you're gonna be blown away. - There's another one with, uh, Steve Jobs

26:44

and Joe Rogan <laugh>. Uh, so it's, it's ridiculous. <laugh>.

26:49

It's the most scary thing I've ever heard <laugh>.

26:52

Uh, but like I said, I think it's still gimmicky,

26:55

like at the end of the day. Yeah. AI is a car.

26:58

A, uh, before cars we had like whatever, we had our feet

27:03

and we'd get from one place to another in longer time,

27:05

but we were still relevant from even

27:08

when we reached that end point. Same with the calculator. That's all AI is. It's nothing

27:12

- Else. And we get it now in 25 years.

27:15

I think that Tron is relevant. I think you're competing with Clue.

27:18

You're competing with a, like the, an optimized best version of yourself.

27:22

That's a clone that's younger, right. Smarter right at, at every level.

27:25

But 25 years is a good run rate. Y'all also get in now. Hey,

27:29

- Who knows. It's a path to immortality for all of

27:31

- Us. We, we were having a little, uh, cocktail last night, <laugh>.

27:34

And, uh, I have 60 hours

27:37

of my grandparents' life history recorded,

27:40

and they've been gone for a long time. And I thought, what if I put all that audio in an ai?

27:47

Can I have a conversation that talks about if I have a historical,

27:51

what happened in 1923? Because we, you know, we, we covered a 90 years

27:56

of their history and that 60 hours.

27:59

So what, what's coming is, it's gonna be

28:01

- Amazing. We're going to Star Wars. I don't know how many star,

28:03

how many Star Wars nerds in the house? Raise show of hands. Show. Keep 'em up.

28:06

Alright, so those of you who are real Star Wars nerds,

28:09

we about to get those Star Wars Horon. It's like, I'm gonna be a sth Lord, living forever.

28:14

- Yeah. I, I, I waited in line

28:16

to see the very first airing of Star Wars.

28:19

So I I totally appreciate - That.

28:22

You know, all of your knowledge, everything that you ever thought of and your likeness preserved

28:25

for all time, for all of your apprentices.

28:27

The rule of the galaxy. Yeah. Now, - What's kind of funny is Rob

28:30

and I, we don't know exactly who we worked for,

28:33

but we basically signed a contract this Christmas

28:37

where they used 750 hours of Robin i's Voices

28:41

and 2000 plus hours of my voices to train something along

28:45

with 30,000 other hours of audio content that we are promised.

28:48

They're not gonna clone us. But, well,

28:51

- Todd, it was to train conversational ai.

28:54

Yeah. What they were using it for, - Right?

28:57

And by the way, oh my God, that was, that was a good contract.

28:59

So <laugh>, um, so, you know, we had this, Hey, well, Rob

29:03

and I have this video versus audio, audio versus video,

29:06

YouTube versus podcasts.

29:09

You know, and sometimes get, people get entertained

29:11

and said, oh man, if they were together, they would, there'd be a fist fight involved.

29:14

But, so video versus audio or video or video

29:18

and audio, you know, it's complicated. So for those that are new,

29:22

they're thinking about doing this. What's the blend? What, where, what's the advice

29:26

that you can give? You know, now you know, you're, you're the YouTuber.

29:31

What, what is advice you can give someone that's new here?

29:35

Okay, what should they consider? - There's gonna be a couple of small plugs in here.

29:39

So Grain of Salt, but, um, our friend over at Streamy

29:44

Yard, this makes life easy. Okay? Yeah. So top of funnel, I'm gonna give you a preview

29:48

to my presentation tomorrow. The top of funnel is if you go live

29:52

and you go live to tape, it saves you the most time.

29:55

'cause if you do something live, it's in real time. And basically when it's done, it's done.

29:59

It's done, it's done. So Streamy Yard, real Time,

30:01

you can do a live podcast, you can do it there, live

30:04

to tape, it will do with ai your captions right then

30:08

and there in real time. Yeah. So now you have the captions

30:11

and you have the transcript for your entire thing. It records you and your guest.

30:14

And you can even do what's called local recording. So you can have the individual video stream of Todd Rob me,

30:21

like all of us, whatever. You could have those individual videos.

30:24

But you also get the individual audio streams too,

30:26

which means, now if you wanna do an audio only podcast,

30:29

you can take all that audio and now you can upload it to the podcast, host Your Choice.

30:34

Now, some podcast host, um, I don't know if Blueberry has this,

30:37

but I know Podcast will does, uh, with you, take the AI

30:40

and it can do the AI mastering of the audio for you coming,

30:43

coming soon to Blueberry, okay. Available and, and coming as well.

30:47

So like, so it's gonna be able to do that.

30:50

And it's gonna be able to do that with your audio for you.

30:53

And then you don't have to become an audio editor

30:55

or audio engineer, and you did in real time.

30:57

So you did production versus post-production.

31:00

And you got it right at the start in microphone.

31:03

And then in camera for the video side of this,

31:06

you already have it in Streamy yard. If you do it live to tape, you can multistream

31:10

to every single platform. And you can be on all these platforms and monetize

31:15

and promote yourself, promote your brand, promote your product, promote your email list.

31:18

Here's the thing, you can take that video download,

31:21

you can run it into another tool called Opus Clip.

31:24

Okay? Opus clip. And their AI will then

31:27

repurpose this for you. And you'll get like 30 clips and you can pick and choose

31:31

and you can edit them a little bit. And it'll even do the video captions on the video for you

31:37

to make those nice shorts and Instagram reels and tiktoks.

31:40

And here's the other part. You can literally tell it Now, schedule these things

31:44

and I want upload three a day, or I want upload one a week to this platform, this platform.

31:48

And you can set up the different schedules. So now set it, forget it, it's automated,

31:52

or your assistant can do it. And then on top of all of that, you have the ability to take

31:57

that transcript that you have from Streamy Yard, plug

32:01

that into chat, GPT, have a pre prompt that you've written

32:04

that you've engineered that's very advanced, and have it take this transcript

32:08

and get the five best takeaways and bullet points.

32:11

That becomes a tweet that you can post. That becomes a LinkedIn post. That becomes a Facebook post.

32:16

So now you can multipurpose to that. Yeah. Then bright minds think alike.

32:20

And then if you get it just right, yeah,

32:22

there is a prompt I know how to write this prompt.

32:25

If you then tell it to take something like this bullet list

32:27

or you telling to take the content for the stream, and you can get that into a list

32:31

that then it can turn into a table. You can do three steps now.

32:34

Take this information, take it, put something into a takeaway list.

32:37

Now to find information that's great to put into a comparison table.

32:41

If you have the paid version of chat, GPT, it can take that

32:45

and it can take that table. This is how you get to accurately do text.

32:49

By the way, once you have a table, you tell it 100,

32:51

you need 100% readability, 100% accuracy, 100 leg,

32:55

100% legibility. This is important. And it can take that table

32:58

and it can make a visual table and chart for you or a graph.

33:02

And it will be 100% readable, 100% legible, as long

33:06

as it processed that as a table output first.

33:09

And it will make you a visual diagram and graph. So now you have, you did live the tape in real time.

33:14

You took a few minutes to get more text at content

33:17

for your email list, your LinkedIn, you got all the written content for your podcast.

33:21

You now got a visual out of it. You've now got short form video. In vertical video.

33:25

You've got clips, you have multipurpose. The multip purposing

33:28

of this will literally take you an assistant one

33:30

to two hours to literally have hundreds of pieces of content

33:34

from a one hour stream. - So all of you, I know you just took all those

33:38

notes. Yeah. Um, - That's awesome.

33:41

- A new media show.com, subscribe to the podcast,

33:45

you'll be able to re-listen to this.

33:48

And his instructions. And what he just gave there was,

33:50

there was about a million dollars worth of advice

33:55

that was just given there in two minutes. And to think in 2004, all I wanted to do was be able

34:00

to walk from the house to my car and have my audio with me without having to re-sync.

34:06

We have come a long way, baby. We have come a long way. I'm

34:09

- Gonna have to slow it down when I, when I listen

34:11

to it again, because, uh, but I mean, I'll, I'll, uh, true to brand, I'll tell you,

34:17

uh, being an Indian nerd, um,

34:20

I'll tell you from a statistics standpoint, uh,

34:23

when people talk about video versus audio,

34:26

there is no market till date

34:28

where the same trend has not followed.

34:31

So video takes off first. So considerate the older brother or the older sibling.

34:36

And this older sibling paves a little bit

34:38

of this path for consumption. This is followed by audio, and then audio

34:43

and video rise together. It's never as though one is rising.

34:46

And then the other one declines. Both the graphs, if you trace the graphs across a five year

34:52

mod, a five year time horizon,

34:55

you actually see both graphs always rising together.

34:57

It's never that people are now consuming video unless,

35:00

or people just get more desirous for content. So when they're consuming passively, they'll consume audio.

35:05

When they consume actively, they'll consume video,

35:07

which is why one of the most important things to do is,

35:10

and this is something that I've seen so many podcasters may,

35:13

and maybe it doesn't happen in the States, but in India, it happens too much, where they'll take

35:18

the same audio file, um, uh,

35:22

and they'll put a replica of that in a video file.

35:25

So they'll take a 40 minute version of their audio podcast

35:28

and they'll put that 40 minute video up on YouTube.

35:31

And all they're doing in this scenario is they're

35:33

cannibalizing on both of their shows.

35:36

Instead, what you need to do is you need to understand that

35:38

with video time, a attention spans are lower

35:41

because it's more immersive. So you need to use clips a lot more pre the show.

35:47

You have to use a clip, uh, to promote the show for the,

35:51

for the entire week or the two weeks after your show.

35:53

You have to continue to use clips to bring people back to the long form.

35:58

And that way you can take that same show

36:00

and have it come out in two different avenues on video

36:02

and audio and have them play together. - And YouTube did a new feature called, um,

36:07

their content Leaks, the related video links.

36:09

So if you make YouTube shorts, you can link the YouTube shorts

36:13

to a long form piece of video. Yeah, right? So you can filter right back up

36:16

to your complete podcast from this YouTube shorts.

36:20

- I wanna bring this back down a little lower. Um, the number one question that I get when I talk to all

36:27

of you and when we do, uh, a consultation is how do I grow my show?

36:32

That's the question every time. And we're gonna talk about building audience here

36:37

for a little bit, but you know, the number one thing I find on your websites, when I go

36:41

to your websites, I can't subscribe to your show.

36:44

I go to your homepage, your website, and above the fold.

36:47

There's no place that makes indication. You are a podcaster.

36:50

I can't even figure out the follower subscribe.

36:53

So my one tip from this little session today is make sure

36:57

when I come to your website I can subscribe. And by the way, if you don't have a website,

37:00

please graduate your podcast and get your own.com.

37:03

So let's talk a little bit about keeping audience growth

37:06

going and how should this be done. And you know, there's a lot of, right now we're at a low,

37:12

um, and, and, and let me, let me back this up.

37:15

This is the best time ever to be a podcaster.

37:18

And here's why. The last 30 days,

37:20

337,000 shows approximately have updated their podcast.

37:25

They published one or more episodes a year ago.

37:28

That number was about 460,000.

37:32

So we've seen a drop in new, uh,

37:35

in podcasters updating their content every month.

37:38

But that audience has went nowhere. The audience is still there consuming content.

37:43

So that in mind, what do you, you know, what's the,

37:48

you know, what's your guys' recommendation on audience growth for these podcasters?

37:53

And then it can be YouTube, it can be podcasts. Let's cover it all

37:57

- As somebody who specifically, um, specializes around

38:02

audience growth, but monetization simultaneously.

38:04

I'll tell you this, one of the reasons I believe in the live the tape version

38:09

of multi streaming is because you get to grow platforms simultaneously.

38:14

And for most people who here also works a 40 hour week job

38:17

in addition to content creation, show of hands, keep 'em up.

38:20

<laugh>. Okay? So I call that being a working class creator,

38:23

you have to find scraps of energy after a working 40 hour, 50 hour week to do this.

38:28

So one of the reasons I like the time saver

38:30

of multi streaming is you get some content

38:33

for any platform all at once,

38:36

and people can choose how they want to consume the live or the replay.

38:40

And it's there. You also get the repurposing aspects of it.

38:43

So that's the other reason I like that formula

38:46

that I gave you earlier, is because it's conscious to the working class creator

38:50

that's just getting started, right? That is like, I don't know where to start.

38:53

Well, what if I told you you can be in all places at

38:55

once for no extra effort? Push the button. So that's why I like that strategy.

38:59

If you can't do that for whatever reason, live doesn't work

39:01

for you, you're too nervous, you need to polish yourself or whatever, it's a little rougher.

39:05

But what I would tell you in that situation is that growth will then come from volume and value.

39:10

It'll be prep, it'll be, um, the prep work

39:13

and it'll be the repetitions. And you have to, you have to grow slow.

39:16

You just, like, you build muscle in the real world. It's slow growth. Do not look for viral fame shortcuts,

39:22

guru hacks, none of that. It's just the constant repetition

39:25

and it's incremental improvement time after time after time.

39:28

- The big, the biggest caution that I can give any content creator

39:32

that is doing their podcast and their audio only today,

39:36

and they're thinking about going to video. If you, once you add the video component, you have

39:41

to have the mentality to remember that a large percentage

39:46

of your audience is still only listening.

39:50

Because if you show something in the video

39:53

and you don't describe it, you're gonna lose an audio listener.

39:56

They're going to leave. So you need to make sure

39:58

that I have a note on my monitor, they're listening.

40:02

That's all it says. They're listening even though we're

40:05

doing video, because I have to remember when show something on the

40:08

screen, I have to describe it. So from the, you'll annoy the beep outta your audience if,

40:16

if you don't describe what you're looking at for those that are listening.

40:19

So that's my tip. What do you think on audience growth?

40:23

What are your recommendations? - I mean, uh, if one is to follow a, uh,

40:28

basically a step-by-step approach here,

40:30

I would say the first thing that one should think about is their ICP.

40:35

So their, uh, ideal customer profile or listener profile.

40:38

So let's call it IILP, uh, understand who you are creating

40:42

for and why you are creating for them

40:45

and what value they're going to gain out of this even

40:47

before you start thinking about audience growth. Because one of the things that I think people, uh,

40:52

mess up a lot is they're constantly trying to stuff the top

40:56

of their funnel, but they don't take into account

40:59

that they have a very leaky bucket. So what that means is that they are losing their listeners

41:03

and then trying to gain listeners. If you are able to build a step-by-step approach,

41:07

first you need to identify who your ICP is.

41:10

Understand what value they're gaining out of your podcast.

41:13

After that, you need to basically state, see in the podcast

41:17

that you created, what are five other podcasts

41:19

that are just like that podcast, which is doing really well.

41:23

Um, you can potentially even reach out to them,

41:25

structure your show around what works for them, what didn't work for them.

41:29

Also, reach out to them to see if you can be on

41:31

a guest on each of their shows. I know this is stuff that's been said ad nauseum,

41:35

but it's important to take note of, understand when in their day they have free time.

41:40

Because if you know them and you can visualize them wholly

41:43

and solely, you know that they'll have time at night on

41:46

their day, way to work on their way back from work, try

41:49

to hit them at that period of time. If you can figure out retention strategies like making the

41:55

audience member feel like they're a part of your show, whether that's by answering a question

41:59

for somebody in your show via male,

42:02

that person will not leave you post that point, you've got a loyal listener, then,

42:05

then you're building on top of that listener instead

42:07

of trying to consistently think about the fact that, no,

42:10

I want that person now and I want that person and I want this person.

42:13

Keep focusing on making sure that those 20 people are satiated.

42:17

And then on top of the 20, the another 20 that come,

42:20

you are growing from a arithmetic progression.

42:23

You'll start growing geometrically very, very rapidly. I mean, so mine would be less about hacks and tricks

42:30

and tips and all of that. It'll be more about this.

42:33

And then make sure, just, just like Todd said, you need

42:36

to make sure that when you are writing anything about your podcast, you are

42:40

writing for the search engine. You are not writing for the listener,

42:44

otherwise you'll be reading an article you need to write

42:48

as per a search engine ingesting that content.

42:52

Um, so you have to just research on how to do that.

42:55

The more, the easiest way to think about it is the more

42:59

relevant content you have, the more times somebody queries something on Google or on any platform

43:04

or on a, any pod catcher, your content will pop up.

43:08

You need to make sure that you are in the similar category

43:11

as much as possible so that when there's a bleed from somebody else's show,

43:15

it falls into you. So you catch their bleed instead

43:19

of basically the other thing happening. Alternatively, those

43:22

- Of you old enough to remember, remember how the card catalog worked in the library?

43:27

Remember that. For those of you not old enough to remember

43:29

that, think about how you would go about finding, I want

43:32

to find every film in Netflix from Quentin Tarantino,

43:35

or, oh, I only want films from the 1990s or so and so forth.

43:39

You want to label and categorize per

43:42

how would I find this needle in a haystack?

43:45

- Rob, I'm, I'm stealing the mic here, but I'm gonna ask one question and I'll let you take it.

43:49

So this is a question I ask every podcaster that I talk to.

43:54

And I want you, I'm only gonna give you about two seconds.

43:57

I'm gonna ask you a question. And if you know what the answer is, raise your hand immediately.

44:01

If you pause, you're about in the 50% of the group.

44:04

What is the goal of your podcast?

44:07

Raise your hand if you know it. Oh, see if you can't, if you don't know what the goal

44:15

of your show is, then how can you create content

44:18

to meet the goal? - Well, Todd, it even goes beyond that.

44:22

It's about, well, what's your purpose? What's your mission?

44:25

- What do you, yeah, I mean, all falls into that. Are

44:27

- You trying to create change in your audience? Are you trying to inspire people to do something, uh,

44:33

different with their lives or, I mean, I mean, you have

44:36

to start thinking about your content that you're,

44:39

you're really gonna try drive community around a certain

44:43

attitude, a certain change, a certain movement of sorts.

44:46

I mean, you think about some of the biggest shows out there right now, they have a mission driven objective

44:52

for what they're trying to do. Their, their topics are driving towards trying

44:57

to improve people's lives or change people's lives, those kind of things.

45:01

I don't know, what do you guys, there's - Actually think, - Know, podcast is a mission.

45:05

- Yeah, no, I mean, there are actually only four reasons.

45:08

So you just need to figure out which one you fit into.

45:10

It's quite easy. So you either,

45:12

when you're creating a podcast, you are creating it either

45:15

because you want to build a brand.

45:17

Now that brand can be personal or it can be for a business,

45:20

but you're building a brand that's reason number one. So in this scenario, your strategy will not be

45:25

towards monetization. First strategies, even the way you're writing your copy,

45:29

everything, then you need to know that that's your objective.

45:32

The second one is that you are trying

45:35

to monetize your podcast, but you are trying to monetize.

45:38

Uh, so in monetization it breaks up into two.

45:40

You're trying to monetize something outside your show.

45:44

So it can be a course you're selling online.

45:46

It can be a D two C brand. Uh, so you're selling shoes

45:50

somewhere or you're selling something. Coffee. Coffee, yeah, coffee, anything, right?

45:53

That's scenario number two. So again, here, the podcast is not what's monetizing it is

45:58

something else that's monetizing as on the back of your podcast.

46:01

The third scenario is the podcast is the asset.

46:04

The podcast is what monetizes, right?

46:07

And so you are creating, and then your strategy is solely

46:09

and only focused towards that. And then the fourth one is, it's a hobby

46:13

because you care about, um, uh, um, you care about,

46:17

let's say, uh, Mayan history,

46:19

but none of your friends care about mine history.

46:21

So you need to speak to somebody about my history.

46:24

So that's the reason that you're creating it. So everybody falls into one of these four

46:28

and you have to just pick which one you are in answer, it's

46:30

- A concept called Ikigai, if anyone wants to look that up.

46:32

It's a concept called Ikigai. It comes from Okinawa, Japan.

46:35

It's the intersectionality of passion, um, your skills

46:38

or ability, the, uh, monetization, oh,

46:41

this will pay me so I won't be poor. Or it's also, this serves the world in some, uh, way.

46:47

So that's called Ikigai and it's spelled I-K-I-G-A-I-I believe. Yeah,

46:52

- It's a great book also. It's a really, really good book.

46:55

And a lot of people over here will probably also think that,

46:57

no, but I want this and that, right?

47:00

So like, no, I want, I want, I want, I'm creating it

47:02

because I have a passion for it, but I also wanna make money out of it.

47:05

So then there's another book that you should read called Traction

47:09

and Traction is basically by the guy that created,

47:11

uh, the search engine. Uh, duck da go. Have you guys heard of the search engine?

47:15

Duck da. Go. So the main objective with traction is

47:19

that you need to know what your first traction goal is.

47:21

So once you've attained that first traction goal,

47:23

only then start thinking about the second one. So if your first traction goal is monetization,

47:28

and then it is to change the world for a better place,

47:31

then only think about monetization for now.

47:33

And then once you reach that particular steady state,

47:36

then start thinking about the other thing. Otherwise, you're going to be confusing your audience,

47:40

confusing yourself, confusing how you create your show, everything.

47:43

So it's one goal at a time. That's it.

47:45

- You know, my mine was more selfish. I wanted authority so I could get a press pass to a,

47:50

to a trade show, <laugh>. And then, uh, in the early days of podcasting,

47:54

it was very expensive to do a show. And when I showed the wife the bill, she says, uh,

47:57

you got two years to monetize. So then it became monetized <laugh>.

48:00

So <laugh>, so you know,

48:03

your priorities changed depending on who's pointing a finger at you. Rob, go ahead,

48:08

- <laugh>. Yeah, I wanted to mention too, I think we're in kind

48:10

of a transition time right now in the podcasting space.

48:13

'cause if I think back to when Todd and I started 20 years ago in this, most

48:18

of the podcasters were what I would consider to be kind

48:21

of geeks, right? And we had to be technologists, we had

48:25

to be knowledgeable about how to hack things

48:28

and to do things, uh, with technology

48:31

that had never been done before. Right? And so I think we're in

48:34

that era a little bit now again, and I think, uh, Roberto's a good example of a

48:40

kind of a tech minded kind of innovator.

48:44

You know, that's, um, that's kind of plowing new ground,

48:47

I think you do with this AI revolution that we're seeing.

48:50

You do have to be in that mindset of tinkering with things

48:53

and trying new things. But you know, like with what the Roberto, uh, uh,

49:00

Roberto has shared here is some really good tips on how

49:03

to kind of tap into the potential of these tools

49:07

and kind of hack your way to doing something revolutionary.

49:11

Because there's no platform right now that does all

49:14

of this for you. You have to piece it together right now.

49:18

And that's exactly what Todd and I had to do to start podcasting.

49:22

I was hand hand editing RSS feeds when I started. Yeah.

49:25

- Oh, I, I don't, I - Had 12 shared hosting accounts to move the audio

49:29

around every three days because I ran outta bandwidth. There was no,

49:33

- I don't miss those days. - There was no lipson, there was no blueberry that didn't exist.

49:37

So, you know, that's why the, I think my monthly bill just

49:40

to do the show is about $900. You

49:43

- Remember Live 360. - Yeah, I remember you stream and some other stuff,

49:46

but thank God those days are gone, you know?

49:48

So let's, let's keep in the future here. Let's not be, be old curmudgeon. So, God,

49:52

- I'm still, I'm like, guys, I'm, I'm like still a curmudgeon.

49:56

I'm a geek. I'm a geek. I just happen to have, oh, I know you are.

49:58

Totally, yeah, no, I'm a geek who can lift and I just like money.

50:01

- So what attracted me to you was your ability to hack stuff.

50:05

Yeah. And to try new things and, and,

50:07

and then share that with others, which is what Todd

50:10

and I do, I've been doing for 20 years. So - There is one thing I'm super excited about.

50:14

Matter of fact, I'm all in for Ben for a while.

50:16

And, and how many of you heard the term podcasting 2.0?

50:20

Unfortunately. Okay, good. So, uh, come to my session on Saturday.

50:24

I'm gonna clue you in, and if you aren't clued in,

50:26

you need, need to be clued in. And we're gonna talk about how two to 3%

50:30

of podcast apps are making a immense change in podcasting.

50:34

So we'll talk about that on Saturday, but, uh, make time for that.

50:38

Rob, you got some other stuff on here? We normally go completely, we never have a list of stuff

50:42

to talk about, but, well, - And also if you have a question

50:46

that you wanna ask us too, we have time.

50:49

So we're going for another, uh, 30 minutes potentially.

50:54

So I'd be happy to hop down and hand the mic off and,

50:57

and see if the panel wanted to address somebody here.

51:00

So let me do that really quick here. - We do have a couple of topics.

51:03

So don't worry if we run outta questions. We, we got plenty to

51:06

talk about doubling. Well, the stuff things, - I just have a question.

51:09

- Thank you. You YouTube as well. I'm like super into it on

51:11

- YouTube. So I've been podcasting since 2000.

51:14

Well, this particular podcast since 2018,

51:17

and I've been syndicating that podcast to YouTube from speaker that the entire time.

51:22

But now you have a podcast tab. You created a podcast playlist.

51:26

How effective is that when you had this audio only

51:29

syndicated over the YouTube? And there's no little video attached to that.

51:33

- So, so I would tell you the optimal thing to do would be,

51:36

instead of just purely automating the ingest,

51:38

which YouTube podcast now lets you import that RSS feed

51:42

and so on and so forth, is, I would say

51:44

that the most effective strategy would necessarily be to do

51:48

that and would be to attach some native visual

51:51

to YouTube since there is that expectation.

51:54

However, what the benefit is, is when you check the podcast

51:58

playlist tab, YouTube, um, enhances the distribution.

52:02

And the thing is, if you could at least, um, do

52:06

that natively, meaning upload it to YouTube instead

52:08

of having the spreaker connection to it, if you did it natively and you at least branded it,

52:13

maybe used, um, an audio wave form for example,

52:17

you do something that at least feels branded, people can put

52:21

that on and say, okay, this is background play. I'm not watching it. I am gonna listen to it.

52:24

It's background play. 'cause people will still do that with YouTube.

52:28

Some people also still use YouTube and not just YouTube music as their audio podcast listener

52:33

because they prefer the discovery and features the playbacks feed.

52:37

It's just a better ui ux in many cases.

52:40

So from a media player control standpoint,

52:43

they just like YouTube for that. But I would encourage you to consider going

52:47

to the branded option. And when you do, check off that box in YouTube.

52:51

Make no mistake whether you're doing a recorded video

52:54

or a live stream, it does enhance the distribution

52:57

to use the podcast playlist and to check that box.

53:00

- I, I'll also add comment because I, your title,

53:04

this is an opportunity I'm hearing tag,

53:06

the title I put on my podcast that goes

53:09

to Apple Podcast and Spotify and everything. What I put on YouTube is a different

53:14

- Title separate. - So I have two ways, two potentials to discover.

53:18

Have someone discovered this same episode twice from a

53:21

different, two different topics. - So, - So I use

53:24

- Completely agree. I would love to be in our own - Room, YouTube in my podcast,

53:27

- But that's the advanced choice. I don't have a - Question, but, but I did wanna say my podcast is called

53:32

Kickass Boomers. And this past week I interviewed Chad GPT

53:38

talking about aging in America.

53:41

And it was scary. It did sound like a guess. It was scary.

53:45

So it drops this Monday, - Everybody.

53:48

Your new, your new YouTube meta is to make a video

53:52

where you interview chat GPT in your niche

53:56

and in your subject matter and have a debate with chat GPT in your subject matter.

54:01

Thank you. Thank you. That's your new meta hack to get you an extra 10,000 to 100,000 views.

54:07

Thank you so much for that <laugh>. There you go.

54:10

- Hey guys. Okay. Hi. Quick question for you.

54:13

On the YouTube aspect of, um, when

54:18

the consum, how does, is the consumption affected

54:21

when the stream is done and somebody's just watching the, like replay instead

54:26

of watching live? 'cause I noticed they were in different tabs

54:30

and I didn't know if it affected this ability,

54:34

if it was pushed different ways, if that makes sense versus native versus natively

54:37

uploading. I wasn't sure if you, - So when you do a YouTube live broadcast,

54:41

even if you use a third party tool, if you do a YouTube live broadcast,

54:45

even if you use a third party tool, go ahead upon completion

54:48

of that, and this is a great question. Upon completion, it will go

54:52

to the live tab in YouTube instead of videos tab.

54:54

That is a video that can be replayed and watched.

54:58

However, the majority of people will discover it as a result

55:01

of YouTube surfacing it in the YouTube browse

55:05

features, which is the homepage. And YouTube suggested videos alongside other videos.

55:09

What I've learned is that recently, over the last, uh,

55:13

18 months suggested is the best, um,

55:17

distribution funnel for YouTube live stream replays.

55:21

And for that reason, every single person, when you do a live stream on YouTube, one,

55:25

consider making a different title for while it's live versus for the replay.

55:29

Yeah, optimize it for the replay afterward.

55:31

Number two, put it into podcast, uh, playlist

55:35

and not just a podcast playlist, but other different various

55:38

playlists on your YouTube channel. Yeah, on top of that, make sure that you have chapters

55:43

for it because YouTube can discover and recommend the video

55:46

among other videos based on an individual segment

55:49

of the live stream replay for the video.

55:52

And that's what will increase your distribution. As much as people will tell you to ignore tags,

55:58

I'm not gonna tell you to prioritize them, but I would tell you to label them the way

56:02

that you would label this as a movie if you were still at Blockbuster or in Netflix

56:07

and you wanted to discover it. Meaning like when we, like we said old tool,

56:10

Dewey decimal system, who is in this?

56:13

What is its features? When was this published?

56:15

That sort of thing. So go more with, um,

56:18

things like if this is a podcast, put

56:20

that podcast label in the tags, put, um,

56:25

live replay, put replay, put listenable, uh,

56:28

if it was a category, like it was a lecture

56:31

or a workshop, put that in the tags. Just label it based on not this idea that, oh,

56:36

this is what's gonna get me more views. Consider that. No, I wanna be surfaced

56:40

to the right people looking for the right things

56:42

because it's not about people searching for that to get you more views.

56:45

It's about it getting impressions in the recommendation

56:48

engine based on the accuracy

56:50

of your transcript versus the accuracy of all

56:54

of your metadata. And that's what YouTube goes off of.

56:56

So I hope that answers your question about distribution and surface. It,

57:00

- It, it also goes back to what I said earlier,

57:03

that you have a podcast strategy

57:05

and you gotta have a YouTube strategy for the same if you're gonna do this,

57:08

if you're gonna do this game and you're gonna do both ways, you know,

57:13

you gotta do your research and become a YouTube publishing expert as well.

57:17

You know, there's lots of explanations on how

57:20

to do podcast episode publishing well and need to be ranked by Google and all that,

57:24

but it's a whole different game within YouTube. So if you're gonna play this dual distribution game,

57:29

you know, learn how to be a YouTuber first as well.

57:31

- And remember, live versus replay value.

57:34

Yeah, live value versus replay value. Integrate, live and replay value into your live streams.

57:40

And this is something that Rob and I had talked about on our, uh, episode on Streamy Yard,

57:45

on your podcast over there. Yeah. Um, and I would tell you,

57:48

and this is again another plug, but if you wanna learn more about live streaming

57:52

and video podcasting, the folks at Streamy Yard have gathered together some

57:57

of the best experts, including myself, Rob, and others, to make content over there.

58:00

So if you want a place to learn, that is a good place to start.

58:04

- Hi, um, I'm Jody <inaudible> and I have a new podcast.

58:08

Um, we're interviewing neuro scientists

58:10

and quantum businesses on reality, how we create reality,

58:14

the mind, Togo, et cetera. We've done, uh, 15 interviews

58:18

and we are about to launch in, uh, mid-February.

58:23

Um, I have a following on LinkedIn of about 4,000 people,

58:26

but we really are starting standstill.

58:29

And I wondered if you had a recommendation to how to start

58:32

to grow an audience, um, at this juncture.

58:35

- Well, you, you definitely need to leverage

58:38

that following on LinkedIn, you know, because you gotta go where your tribe is, you know,

58:43

so everyone's tribe is in a different location. Business shows, you know, LinkedIn makes sense.

58:48

And if you've got those folks over there, you know,

58:50

the biggest mistake I think a lot of podcasters do in launching is

58:56

you said you got 15 in the can You get them, get

58:59

that first episode out, get, get

59:01

that first episode published, publicized, promoted, and,

59:04

and, and, and just get going because you, that's the key ultimately is get

59:10

that first episode published. You're gonna make changes, you're gonna learn.

59:14

First it's gonna be family and friends, then it's gonna be recommendations.

59:18

Then it's gonna be people that you follow that are gonna follow this.

59:21

Some will, some won. So what? But then it's rinse, wash, repeat.

59:25

And don't make the mistake of publishing 10 episodes at once.

59:28

Publish the first episode. Know what your, know, what your publishing rate's gonna be

59:32

and release the next episode that you've already prerecorded in that succession.

59:36

Because if you launch more than three at once, well most

59:40

of the pod catchers are going to not show them the the third episode.

59:45

They're not gonna show 'em the first. So get that first episode out,

59:48

delay a few days or whatever it may be. Put the second one out. I don't know, there's,

59:52

there's 8,000 consultants out there that's gonna tell you

59:55

how to launch half of 'em. Don't know what the hell they're talking about. Have,

59:58

- Have you, have you put together something on the Cold

1:00:00

Start problem that like launch people are facing at launch?

1:00:03

Have you put together like a framework for that for them? - I, we haven't. I, you know,

1:00:06

because, you know, 50% of the people

1:00:09

that say they're gonna start a podcast make it to episode seven, they quit.

1:00:12

So, you know, just getting those episodes out

1:00:16

and putting the good show titles,

1:00:18

putting the good metadata in there, you start the journey then to build

1:00:23

basically discoverability. And if you're planning on being discovered outside

1:00:28

of your tribe, it, you know, this is a marathon, this is not a sprint.

1:00:32

Um, and it takes time.

1:00:34

A new show, uh, needs to be in there every,

1:00:38

every week in those people's ears. 'cause they will build you into their lives.

1:00:42

So consistency, you know, there's a lot of people

1:00:45

that have good ideas, but I think just putting

1:00:47

that content out there, good. Made data promoting,

1:00:50

maybe do a little advertising on LinkedIn.

1:00:52

You know, there's ways to, to grow.

1:00:55

But if you have 4,000 people already, that's more than most.

1:00:59

- So, uh, we have a cool, I mean, I created a cool start,

1:01:02

uh, lecture series, you can call it,

1:01:05

or like a, it's, it's a free course.

1:01:07

If you can understand my accent, I'm very happy I give it to you.

1:01:11

Uh, uh, but, uh, one of the other things which is just a small, uh,

1:01:16

thing that you should feel really good about is, is if you made more than three episodes, only 44%

1:01:22

of podcasters make it past that point. So you're already there.

1:01:25

You're like, you've already, now you need to get out into the world.

1:01:28

And there are, people normally think about the word podcast launch

1:01:32

and they think about the word ma. They think about the word podcast launch

1:01:35

and market launch is the same thing. Actually, they're two very separate things.

1:01:38

'cause a lot of people launch their podcast and then they're like, cool, now people will listen to me.

1:01:43

<laugh>, right? So you have to have your podcast launch,

1:01:45

which is when your show is going out,

1:01:48

and then your market launch is when you're telling the world about it.

1:01:50

So if you think about launches two separate things,

1:01:53

it'll actually make your life like really easy.

1:01:56

And in the market launch, one of the other things

1:01:58

that you can do is you've got this community

1:02:00

of people on LinkedIn outside of that find, uh,

1:02:04

actual communities on Facebook and other platforms.

1:02:07

And instead of just dropping your episode

1:02:09

and saying, listen to my episode, uh, which is

1:02:12

what most podcasters do, ask people a poll.

1:02:15

Ask people a question, ask them to participate in it.

1:02:18

Ask them what they hated about it. Like ask them to like insult you if, if need be.

1:02:23

Just get them to actually engage with it outside of,

1:02:26

because we've created a bunch of communities.

1:02:29

And one of the things that I hate most is people are just

1:02:31

drop their episode and they're like, listen, but why?

1:02:33

I don't understand why on earth somebody would listen. So

1:02:37

- Do not post in ghost. Do not post in ghost. Do not ghost your audience.

1:02:41

I repeat, do not post in ghosts when - You use that - Ghost.

1:02:45

I like that. Yeah, that's nice. Hey Rob, you've got one in the back there that's got a hand.

1:02:48

Oh, over here. I one over, - There's - One here too. Okay,

1:02:51

- Can you give me some, uh, some best practices when it comes to monetization?

1:02:56

I'm thinking specifically about like YouTube.

1:02:59

When you post a video and if you let YouTube monetize it for you know, itself,

1:03:06

it will go through and put a whole bunch. Is there diminishing returns? Like this is too much.

1:03:11

I go in personally and edit those and manage those

1:03:14

and have so many, depending on how long the video is.

1:03:17

I'd love to hear your thoughts on that. - I pay for a YouTube premium so I don't have to listen

1:03:22

to any YouTube ads to begin with. <laugh>, you know, I I,

1:03:25

I'm not the YouTube advertising expert. I am a podcast advertising expert.

1:03:30

And the, I guess the only thing else,

1:03:32

and I'll, I'll let you weigh in on this, but on the podcast side is, um, I know my audience,

1:03:39

I have a 60 50 to 60 minute show.

1:03:41

They will listen to two host reads. I I put a third one in there, they start to bail

1:03:46

and I start losing audience. So you gotta learn your audience

1:03:49

and what they're gonna put up with. And especially if you're doing a host read

1:03:53

and you're reading a a 32nd ad that lasts three minutes,

1:03:55

then you, you only have room for one. Um, so I think you have to really figure out where

1:04:02

that weight is within the show. And also YouTube, you make sure you disclose

1:04:06

that there's a paid advertisement in there when you publish

1:04:10

that episode as well. Because you'll, you, you, they catch you.

1:04:13

They will, they will you, you'll be done. - You have to per the FTC do it in the description.

1:04:18

Uh, per YouTube, they do allow you

1:04:21

to check a box to disclose. Yeah. Now checking that box is not required if you meet all

1:04:24

other FTC requirements. But it is recommended. It's recommended.

1:04:29

So you would wanna check that box label and description

1:04:32

and a verbal disclosure. And I would recommend a visual disclosure.

1:04:36

Now YouTube, if you check that box, we'll do an integrated visual disclosure for you

1:04:41

and that will be sufficient. But I would recommend doing one of your own.

1:04:44

Uh, in fact, what um, a lot

1:04:46

of times I'll do is sometimes I'll be extra and I'll film my ad inserts against my green screen.

1:04:52

And the thing is, in my green screen background, it has a ticker thing

1:04:55

that says sponsored going on behind me. And so it's like, you cannot tell me

1:04:59

that I did not disclose government, like, you know,

1:05:01

get off my, the FTC won't let me be.

1:05:04

So like the, um, so I would tell you is, um, best practices

1:05:08

for monetization, everybody do not use the automatic, uh,

1:05:12

post roll p roll, mid-roll that YouTube does.

1:05:15

Now, they will default you into pre and post rule,

1:05:17

but mid-rolls the ads that come in the middle.

1:05:20

You want to do manual placement for that no matter what

1:05:23

because YouTube will either do too much or too little

1:05:26

and usually in the exact most awkward place you can think of.

1:05:30

So I highly recommend that you manually do that.

1:05:32

Now, in terms of disbursement of that, you have to gauge

1:05:36

for your audience's tolerance. It's, uh, tolerance, just like we were talking about.

1:05:39

You have to know your audience avatar just like we were talking about earlier.

1:05:42

But here's what I will tell you. Do keep in mind that when you do those manual ad placements

1:05:47

that just 'cause you do a manual ad placement does not

1:05:50

guarantee, then ad will play. So several reasons. One YouTube premium

1:05:54

and you do get YouTube premium revenue per share

1:05:57

of watch time pool. So for longer content replays,

1:06:01

and this is why you do not unlist your live stream replays,

1:06:04

you let them ride and you get that sweet suite AdSense revenue,

1:06:07

but you also get the premium revenue for watch time.

1:06:10

Also, if you're trying to get monetized, you do the live string replays up.

1:06:14

So you get the watch hours to qualify for the YouTube partner program.

1:06:17

You get your 4,000 hours of watch time.

1:06:20

So I would spread out the ad placements manually.

1:06:23

I would pick and even do my performance in such a way to

1:06:26

where there might be small pauses or gaps in silence where it's appropriate

1:06:30

to do the ad placement. I'll tell you that YouTube won't always do that.

1:06:33

Now, um, do it manually for you so you show up,

1:06:36

I'm sorry, automatically for you. So you wanna do it manually. Here's another thing.

1:06:39

Do not rely on YouTube partner program or AdSense.

1:06:42

Get your own brand deals and sponsorships. I negotiated at the beginning of this year, I'm happy

1:06:46

to say haven't published this yet. I just, I uh, negotiated over $200,000

1:06:51

of brand partnerships at the beginning of the year across my platforms.

1:06:55

That's my YouTube, my email list, my social media amplification.

1:06:58

You want to figure out your tolerance for sponsorships

1:07:01

and you wanna have a programming schedule in mind saying,

1:07:04

here's how much inventory of content I'm making for the year.

1:07:07

Here's my ratio. Maybe a third of its sponsored, uh, content,

1:07:11

and I do that many, um, media sales of my inventory.

1:07:15

Or maybe it's half and it's 50 50 so

1:07:17

that you're not over leveraged. I believe in audience equity.

1:07:20

So I believe you either do okay, audience equity, uh, third

1:07:23

of content is sponsored. So my audience is still a big part

1:07:27

of the investment in my channel. Or at worst it's 50 50, I'm half subsidized by brands.

1:07:33

And then everything else is subsidized by the audience's,

1:07:36

uh, participation. Whether that's through, um, whether that's

1:07:40

through watching ads, buying products,

1:07:42

or clicking on affiliate links. So, uh, monetization strategies are if you do live

1:07:47

stream, you get donations. You could build your own membership website

1:07:51

or use on platform memberships, but you'll split 70 30.

1:07:54

Twitch is 50 50, other platforms are 60 40.

1:07:57

You can do affiliate links in every description

1:08:00

of your videos for your, um,

1:08:02

live streams, your video podcast. And you can put vid uh, affiliate links in the show notes

1:08:08

of, um, across certain, um, apps and platforms.

1:08:10

However, you should disclose all sponsorships,

1:08:14

disclose all links. And if something is your own website

1:08:17

where you benefit from promoting the thing, you have

1:08:19

to disclose that you're the owner and not pretend that you're not the owner

1:08:22

and that it's like, oh, it's a separate, um, entity or whatever.

1:08:26

You have to disclose things that you own, that you profit from, that you promote per FTC guidelines

1:08:31

and standard not be a scumbag ethics.

1:08:33

And so, uh, just keep all of those things in mind with your monetization. So

1:08:37

- I'll, I'll just ask, just do it one small thing, uh,

1:08:40

which again goes back to your user persona

1:08:43

or your ICP and your podcast.

1:08:46

So there are roughly seven to eight ways

1:08:50

to monetize your podcast right now.

1:08:53

You can go via tipping model, uh, or Patreon model.

1:08:57

You can go via an advertising model, a hosted model,

1:09:00

a merchandising model, a a a live show model and a couple of others.

1:09:05

Now, if you know who your audience is very, very well

1:09:08

and you know what your podcast is about, you should pick two

1:09:11

of these and not more, right? And then you can have affiliate links, right?

1:09:15

So once you've picked just about two of these,

1:09:17

'cause you don't want to inundate people with too much stuff according to what your show is.

1:09:21

Let's say that your show is about pop culture and you have these eight different options.

1:09:25

Logically pop culture can be really good for merchandising

1:09:30

and it can be really good for live shows and for advertising, right?

1:09:33

And then you pick which ones work best for you.

1:09:35

Let's say you're creating a self-help podcast.

1:09:38

Now that self-help podcast could be really good

1:09:41

for tipping patronage. It will not be a good podcast for merchandising as much.

1:09:46

So, right? So the best way to look at this is

1:09:49

to look at your array of options first in the array of options.

1:09:53

Look at who your audience is. Look at what your podcast is about.

1:09:56

Pick the two or three that make the most sense ab test a

1:09:59

little bit with those two or three, whichever ones are giving you the best retention plus

1:10:04

the highest amount of revenue. Just stick with those and don't

1:10:07

inundate people. That's all I'll say. - The caveat on that though is if you have other formats,

1:10:11

like if you have your podcast or live show,

1:10:14

but then you also have short form or something, you can segment other monetization streams

1:10:19

based on like your format of video versus live versus short

1:10:23

form. So keep that in mind. - I'm gonna drop a little bit of a truth bomb on here.

1:10:28

90% of you will never be monetized on YouTube ever

1:10:32

because you won't reach the 4,000 hours.

1:10:35

So let's, let's just have a reality check here just a little bit.

1:10:39

Some of you will be successful on YouTube, but the one monetization model

1:10:44

that no one has talked about is your audience

1:10:47

and the value for value model. You providing value to your audience,

1:10:52

they provide value back to you. And time, talent or treasure, time

1:10:56

and talent is they help you with social media.

1:10:59

They help you with information that produces your show time

1:11:03

and talent is valuable and, and leveraging your audience to help your show grows.

1:11:08

My treasure is if I provided value back to me, provide value back

1:11:12

to me monetarily. There is a whole, there's a great website value

1:11:17

for value info. This is a great way to get started on learning.

1:11:22

What value for value is. You come to the podcasting 2.0 stuff,

1:11:26

we'll have you talk about, um, what's happening in

1:11:29

that region and things called Boost and, uh, streaming SATs.

1:11:34

And if this is all foreign to you, please come Saturday.

1:11:37

But I think the, um, the thing you have to remember is

1:11:41

to have a successful monetized show

1:11:44

requires intense amount of work. I've been very, very lucky. I've had the same sponsor

1:11:48

of my podcast since June of 2005

1:11:52

and there's been a strategy that I employed to keep

1:11:54

that sponsor happy. And what it ultimately ends up with, no matter

1:11:59

who you're working with, you have to provide ROI back to

1:12:03

that, to that person that's spending money with you.

1:12:05

You have to deliver where you may not wanna monetize.

1:12:09

And that's fine. You may wanna grow in the audience.

1:12:12

Maybe the goal wasn't monetization. But again, this value for value

1:12:16

and getting value back from your audience, from the content you're producing is, is a model

1:12:21

that a show called No Agenda. They raise tens of thousands of dollars every month

1:12:27

from listener donations. They've gamified their model. It's very unique.

1:12:33

Not everyone can duplicate this, but you can duplicate it at a different level.

1:12:38

What is the goal? Is the goal to get a car payment?

1:12:40

Is the goal to have enough money to pay your hosting bill?

1:12:43

Is the goal to be able to take your spouse out to dinner?

1:12:48

There's different goals in podcasting and I think we have to be realistic for content creators.

1:12:52

And we all talk about all these great things we can do.

1:12:55

But the main thing you gotta do is you gotta build an audience, baby.

1:12:59

You wanna monetize, you gotta grow that audience.

1:13:02

You gotta make it, you gotta, because you gotta have a big enough audience

1:13:05

to satisfy the sponsors delivering ROI to change your life

1:13:10

- A hundred percent. And statistically, you know, you're right.

1:13:12

Like statistically a, they did a thing nine

1:13:15

to five, Google published this. This isn't Roberto's stats, this is even nine

1:13:17

to five Google, 88% of videos on YouTube never get a thousand views, right?

1:13:22

Um, out of, I did a stat where I found that, um,

1:13:25

much less than 10% of all channels on YouTube ever make it into the partner

1:13:30

program ever get monetized. So yes, 90%

1:13:32

or worse never get monetized on YouTube,

1:13:34

not through the partner program. - We - Have shown, even with the expansion we

1:13:37

- Have, shows are doing value for value. If you backed it out into a CPM,

1:13:41

they're making a hundred dollars CPM based on getting value

1:13:45

back from their audience in what I call fiat.

1:13:48

Basically PayPal, uh, Patreon, whatever it may be.

1:13:52

Your CPM might be higher from your audience,

1:13:54

just writing you a check. So Rob, you got me something else? Yep. Yeah,

1:13:58

- This, my name's John Todd,

1:14:00

I think you answered my question. Uh, three and a half years ago,

1:14:03

I started my podcast every week.

1:14:06

And Roberto, I have a real job.

1:14:08

So this is a, a supplement to our consulting

1:14:11

- Practice. I love it. - And I'm tired. I'm super tired.

1:14:15

But what is the risk of going every other week if I've

1:14:19

already established a weekly cadence?

1:14:22

- Well, I'll just lay out stats shows that go weekly,

1:14:25

grow twice as fast as shows that go biweekly, <laugh>,

1:14:29

and then it just goes down. So your growth rate is really gonna be cut in half.

1:14:33

But if you are gonna go biweekly, make sure that you

1:14:38

wanna make, tell your audience why you're going biweekly.

1:14:41

They won't. They, hey, they've been there for a long time.

1:14:43

You say, I'm tired. Are - You live or tired, recorded?

1:14:46

Are you doing live or are you recorded? - So wait, recorded.

1:14:49

If, if you wanna grow, you gotta be weekly.

1:14:52

You got to be, that's, that's - What's Can we get him the mic back?

1:14:55

I wanna ask him a follow up question. Sure. <laugh> wanna ask him a follow up question?

1:14:59

What's, what's the biggest bottleneck in your workflow right now?

1:15:02

What's the biggest time suck? - Uh, it's main, but I'm using AI

1:15:06

and I mean, I started to use AI and other resources

1:15:09

of team members in our organization to optimize my

1:15:12

- Time. So, so all you do now is the recording part

1:15:15

- Or Oh, I do the editing publishing.

1:15:19

- Okay. So you delegate, automate, eliminate, delegate, automate, eliminate.

1:15:23

You need to be the talent delegate the editing.

1:15:26

You're not the best error in the world. Let it go. You're not the best error in the world.

1:15:30

You might be the best script writer for your subject matter.

1:15:32

You might be the best performer for your subject matter. You might be the best leader of your organization. Yeah.

1:15:36

Delegate everything that exists outside of your zone of genius.

1:15:40

Automate everything that doesn't require specialization at

1:15:43

all and can be mechanical and eliminate anything that doesn't serve you

1:15:46

and doesn't create value for your audience. Delegate, automate, eliminate. And

1:15:49

- That's why I'm at podcast <laugh>. When I, - When I started podcasting, I had three kids under five,

1:15:55

no, two kids under five and then a new one coming on on the way.

1:16:00

Uh, I had a active duty in the military working

1:16:03

insane hours, but I sacrificed

1:16:06

and still put out two shows a week.

1:16:08

But what did I give up? I gave up editing.

1:16:12

'cause if I'd edited, I would've been divorced. Point <laugh>. So it is, I cut the ends off the show.

1:16:17

That's what I wanted, put it out as is. I made myself a better podcaster.

1:16:21

So I save myself two or three hours of time by eliminating the editing.

1:16:27

Has it hurt me? Nope. I'm still here.

1:16:29

Still an active podcaster. Still have a sponsor, still have a growing audience. Yeah.

1:16:33

So figure out where the bottlenecks are, like he said.

1:16:37

And if you can afford to hire an editor, do that. I don't 'cause I don't edit.

1:16:41

So none of you can live with that. But that was my choice to be able to continue podcasting in

1:16:47

1,717 episodes. - And when blueberry gets that AI out

1:16:51

to handle the audio mastering, we will save your marriages. You won't get divorced.

1:16:55

- Well, we actually employed media mastering

1:16:58

with, uh, a company. So all you gotta do is if you want your media master,

1:17:02

just pay the extra blueberry and we media master it automatically.

1:17:06

It's no editing, it's just leveling it. Or phonic.

1:17:09

- Yeah. Yeah. Very good. - Onic. I love Onic.

1:17:12

- Very good. Very good company. - Yeah. Buzz Brow and us integrated with Onic.

1:17:16

You guys got, did you guys integrate with a - Yeah, I mean, not yet.

1:17:19

We haven't gone live yet. Yeah, - Yeah.

1:17:22

Oh, okay. Another que Oh, oh, here we go. No. Oh no, no.

1:17:25

rss.com. - Long time listener. First time talker.

1:17:29

Uh, Todd, I wanted to give you some news that just came out.

1:17:32

- Oh, - About the podcasting 2.0 transcript tag.

1:17:36

- Oh, - Apple will be honoring that tag in version

1:17:40

17.4 of iOS. - So let me tell you how big this is.

1:17:46

The transcript tag has been added to podcasting

1:17:48

for about two years. And rss.com, buzz Sprout, blueberry

1:17:54

S Blue, who else?

1:17:57

Transistor Blue Transistor Captivate

1:18:01

- Is YouTube on it yet? - Uh, so what happens now is when you have a SRT

1:18:07

file, that's a basically a transcript

1:18:10

or an SRT file, um, in many of the new podcasting 2.0 apps,

1:18:14

when you are playing the episode,

1:18:16

you can actually see the transcript play through blueberry,

1:18:19

put a web player in where if the web player plays a transcript.

1:18:22

And we did it purely for accessibility issues.

1:18:25

Now the big naysayers have said, oh,

1:18:28

podcasting two points not expanding because Apple's not doing it.

1:18:32

While Apple's adding transcripts to iOS.

1:18:36

And this is huge for, this would be the first time ever,

1:18:41

ever in 19 plus years

1:18:44

that Apple has adapted a feature that they didn't create,

1:18:49

basically create themselves force down our throat. - That wasn't - Proprietary.

1:18:52

Yeah, yeah, that wasn't proprietary. This is, this is major. That's the major.

1:18:56

- Yeah. So it is, yeah, it really opens the door to potentially Apple

1:18:59

- Embracing - More podcasting 2.0 tags. Right?

1:19:03

- Um, right now, what format do we export from Streamy Yard

1:19:06

for our captions, our transcripts from Streamy Yard, TXT.

1:19:10

It's CXT right now. So you can, there are plenty of, um, TXT

1:19:13

to um, RST converters.

1:19:15

So you could just take your TXT file from Streamy Yard,

1:19:19

run it through a converter, and now you have it for your audio upload there.

1:19:23

So it be convenient - If you use the script, they will produce a text

1:19:28

and an SRT file for you that you'll be able to add

1:19:32

to your, um, production. Obviously we do it and other hosts do as well.

1:19:37

So if your host is not participating in Podcast 2.0

1:19:41

and you ask them do you support the transcript function?

1:19:45

If they say no, you say, well Apple's adding it, how come you're not?

1:19:49

So get 'em, use that leverage. We want you to do that because you as podcasters

1:19:54

are the ones that will force the hand of companies

1:19:57

that are not participating right now. So,

1:19:59

- But which, which main one isn't doing it? Most of, I mean, all of us, most of them are doing it

1:20:04

- Well, most are not the, well, there's again, there is

1:20:09

probably seven or eight maybe, maybe seven

1:20:12

or eight that have supported transcript. You, you can find out by going to podcast index.org,

1:20:17

click on the apps and you'll see all the apps, apps

1:20:20

and hosts that support transcripts. - Is there, is there, um, is there a podcast lexicon

1:20:25

that exist currently? - Online Lexicon? I don't understand Lexicon.

1:20:28

- So that all the terms and every piece of jargon in the podcast ecosystem

1:20:33

existed all in one place. Is there a lexicon?

1:20:35

- No, but we don't call 'em, when I say tag,

1:20:38

you guys glaze over as a, we wanna convey features.

1:20:43

So putting a transcript into your podcast episode is a

1:20:47

feature for your audience. We don't wanna get wrapped up in the gobbly loop of r

1:20:51

of RSS feeds. Uh, just understand that when you publish your episode,

1:20:54

if you can attach a transcript and that's carried through on your feed, that is a feature

1:20:59

that will be surfaced in apps that supported.

1:21:02

- Yeah. And really, because Apple is now embracing the transcript, it's,

1:21:06

it's really highly likely that Spotify will

1:21:08

- Follow. They'll have to - Oh, all of them will.

1:21:11

Because also you have to remember all the AI technology

1:21:13

that they want to use going forward is gonna be largely

1:21:16

predicated on the transcripts. This is what Google and YouTube have been doing,

1:21:19

and this is what they've been talking to me about for years. YouTube's entire algorithm is predicated largely now on,

1:21:26

this is why I told you that don't conflate keywords.

1:21:29

That's a strategy thing. Tags and keywords are not the same thing.

1:21:32

I know it gets conflated. YouTube used to conflate

1:21:35

that more YouTube tags do not matter the way they used to.

1:21:38

But keyword strategy matters 'cause of intent behind what you do.

1:21:42

It matters for your title. And what I will tell you is it matters in the transcript

1:21:47

and it matters in those chapters that you do those, uh,

1:21:50

chapters that you do in your video for the timestamps.

1:21:53

Because Google is surfacing just the chapters now

1:21:58

in the search results, not just for YouTube, but for Google.

1:22:01

So transcripts will be the thing going forward

1:22:05

because that's what all the AI is built on top of. That's the

1:22:07

- Key. That's the key. It's the key to everything. - We're, - We're really out of time.

1:22:10

So one thing to remember is two major companies,

1:22:13

the United States got sued because they weren't providing transcripts on audio content.

1:22:17

They said they couldn't do it. Little old podcasting companies did this.

1:22:22

A lot of podcasting companies implemented transcripts

1:22:25

for their listeners when these big companies say they couldn't do it.

1:22:27

Well the podcast community led the pace on that.

1:22:30

Alright, so we're out of time. So I wanna give you two an opportunity

1:22:33

how people can reach out to you. - So I'm, I'm on Booth 26,

1:22:38

so when you guys are on your way out, I'll be right there.

1:22:41

- But how about those that are listening later? Give them an email. Uh,

1:22:43

- Uh, [email protected].

1:22:46

So G-A-U-T-A-M at Hub Hopper,

1:22:50

H-U-B-H-O-P-P-E r.com.

1:22:54

Uh, and yeah, that's, that's where you can reach me

1:22:56

or on my social, it's my, so on the screen here, it's

1:23:01

that complicated name you see over there. So you just need to search that on

1:23:05

Instagram, Facebook, Twitter, whatever.

1:23:07

Yeah. And whichever's your favorite LinkedIn,

1:23:10

- Roberto. - So I'm Roberto Blake.

1:23:12

Uh, it just sounds exactly like it is Robert with an O

1:23:15

and then Blake just like Blake, but with a B in front of it.

1:23:19

So you can find me on every single social media

1:23:22

at Roberto Blake. You can go to roberto blake.com to learn more about me,

1:23:26

find out about me, buy things from me, <laugh>,

1:23:29

and uh, I primarily, uh, do YouTube.

1:23:32

I've made 1600 free videos for you over there.

1:23:34

You can listen to my podcast named

1:23:36

after my bestselling book called, uh,

1:23:39

it's the Create Something Awesome Today podcast. My book is called Create Something Awesome.

1:23:42

You can buy that in Amazon, Barnes and Noble

1:23:44

and everywhere books are sold. iBook, all the things, all the plugs.

1:23:48

That is exactly how you plug your things and sell 'em.

1:23:52

- Rob. Yeah, - I can be found on x uh, at Rob Greenley.

1:23:57

You can see my address up on the screen up there, but I also have a website, uh, at rob greenley.com.

1:24:03

You can send me an email if you want. Rob [email protected] will actually get a message to me.

1:24:08

And, and I do a live show on Streamy Yard called Podcast

1:24:12

Tips with Rob Greenley. It's live every Thursday. It's 7:00 PM Eastern.

1:24:17

Just go to the Streamy yard kind of channel page on YouTube

1:24:21

and you can, you can check it out. - So more importantly, go to new media show.com.

1:24:26

You'll be able to follow or subscribe to the podcast on your pod favorite podcast app

1:24:30

above the fold in the right hand column of the website to reach me.

1:24:33

It's I'm [email protected].

1:24:37

Uh, blueberry without the, well, without the Ease

1:24:41

'cause uh, they were $2 million. But anyway, um, also on X I'm at at Geek News on

1:24:47

Mastodon at Geek News at Geek News Chat.

1:24:50

For those of you that are on Mastodon, we wanna thank you for attending our live recording of the new Media show.

1:24:55

Thank you so much. Have a great podcast fest. We'll hopefully see you next year. Thank

1:24:59

- You so much. - Thanks everybody.