2019 – How to Turn Your Voice into a Business Asset with Podcasting with Tamara Thompson

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1:05With us right now, Tamara Thompson. Tamara, you are the founder of Broadcast Your Authority, found on the web at BroadcastYourAuthority.com. Tamara, it's great to have you. Thank you so much for having me, Josh. I appreciate you. For sure. I appreciate you. Well, thanks for being here. Give us an overview of the work that you do. Well, our company at Broadcast Your Authority has a couple of different elements to it. We have the, basically the content marketing data-driven side to help people launch podcasts or take over podcasts that need more effective marketing. And then we also have our booking side.

1:38So we help book people on podcasts that may want like a virtual booking tour experience. So there's two different elements of it, but the majority of our clients work with us on the podcast creation side where we do the data-driven titles, topics. The only thing our clients do is push record and pass over the raw files. we do the rest from the SEO for YouTube, the optimization of the shows, the micro content, the social media posting, the copy, the keywords tagging, everything's done for you. So it's literally that one-stop shop for your podcast. So yeah. Well, who should be starting a podcast today?

2:11And by the way, don't say, I'm sure you're not going to say everybody, but included in that, who should not necessarily be starting the podcast? In other words, I guess I'm kind of honing in on expectations of what a podcast can bring you and what it's likely not going to bring you? Yeah, that's a great question. We focus primarily with businesses and companies looking to build and scale opportunities with a podcast for their business. Of course, people are going to start podcasts as a hobby, but before you think about starting a podcast, one, are you going to commit to it? Are you going to show up?

2:46Are you going to be consistent with it? And there's ways to work around it, like batch recording and things like that. But if someone's not really committed to starting and creating and moving forward with it, it's probably not for them because we've seen people that will be like, I launched eight episodes and then they stop. Right. So if you're not committed to showing up and broadcasting your authority, sharing your message, having a very concise way to actually share a story or a message or a podcast, I wouldn't recommend people just to start it as a hobby, like have a goal behind it. And the first, because like, Oh, I'm going to do like crime, crime shows or something.

3:22Yes, you can have crime shows, but you might get bored of it, or you might just like kind of fall off. But I think it's just somebody that has a clear, concise goal with it. It's a lot easier to build it, especially on the business side for podcasting. So yeah, well, certainly launching a podcast can typically be a lot of work. But obviously, we do this because we're looking for some sort of return on investment or some sort of impact that's going to drive some sort of benefit for ourselves, either personally or we hope business-wise. What would be some of the big opportunities from a business perspective that a podcast can bring realistically?

4:03Yeah, that's a great question. So a lot of our clients, some people will come in and say like, hey, some of them started with not having a following, but they have a business, right? So you can build that following over time with optimizable content. But some of the ways that people can generate revenue back, of course, they're looking for brand awareness, credibility, positioning factor, the consistency factor, but there's ways to start sponsorships or partnerships or having people reach out, finding you on YouTube or Google or your podcast link to ask you for speaking opportunities. People will find your book.

4:40A lot of our clients have launched books throughout the point where they're promoting their book on their show. So they get more book sales, things like that. So it's good to be strategic. Of course, you want to lead them back to your core offer. So it's good to be able to put either ad placement, maybe they're not just like polished ads, but during your show, why not have an advertisement and it was about something coming up with a program, an offer, a webinar, a retreat, whatever that looks like, just share the information organically in the actual show episode. So it seems more authentic and organic versus like, boom, beep, this, generate this broadcast.

5:19Here's this, uh, like, I think it's just about being more authentic at this point. And people do pay for, um, advertising spots on certain platforms and that's a way to actually generate. But the way that we've seen it more is that people just conversate about what they do and help people and their core service and offers and organically state it in each episode and just have that because you're like, oh, I actually want to look for that information and put those offers directly in your show notes or your YouTube description, have it pop up on your micro content, your reels, if you're talking about something specific going on.

5:53It's just about sharing the information and those that are actually interested, they'll take action when they're ready. So, yeah. Yeah, for sure. So there are a lot of podcasts that are out there. And I guess one fear may be that someone is going to put in all of this work and, you know, they're going to get to episode 15, 18, 20, and they're like, we're only getting like 100 listens per episode. You know, how can they enter this and essentially stack the deck so that they can perform well? They can hit their goals. And again, those goals can translate into something that's going to keep them in the game.

6:36Statistically, most independent podcasters don't make it too long. I mean, that's kind of an industry known stat. So what are some things that one could do to improve their odds? That's a great question. So, I mean, there's a lot of different things you can think about. So, I mean, it's really about getting started, getting going, and really analyzing the data within the first 30 days. The way that we really track with our clients is saying like, hey, you know, here's what your niche podcast is about. Here's the top performing content so far. Let's say there's a video podcast that took off on YouTube and the content was all about thought leadership and entrepreneurship.

7:20We say, okay, great. This one over here was on video marketing for business. And this one was for something else related to entrepreneurship. Let's say the thought leadership keywords and content took off the most. We'd say, hey, Josh, this one performed the best. We recommend that you create one very similar to this so that the next month's content, You can create a very similar experience to see that they engage again in that and then start to create playlists based on that, especially on the YouTube side of it. So the video podcast side of it, it's not just for the audio podcast that we're creating an experience for, but like be very intentional with the content.

7:54If you see that things just aren't working, let's test some other types of keywords and topics that may be doing even better on your social media or simply ask your audience what they want to hear more of so they can engage with that. that's a little bit, you know, it does take time to build on the organic front. I just say, be patient and batch record the content because the more you batch record a content, let's say you have interviews and you probably book your interviews back to back on the same day, potentially so that you record a bunch for the whole week. Same with our clients. If they do a once a week episode, we say, Hey, if you have the opportunity book, all four shows for the month for your weekly show in the same day.

8:35So it gives you more time to focus on the business or team or delegation or other things so that you're not just like constantly recording every single day or splitting up your time. Like if you have a 30 minute show and it's all interview based, try to get four interviews back to back that same day. You know, it's less than two hours of your time a month if you have a weekly show. So it's, it's about, you know, saving your time and energy, not feeling defeated on it, but also if you're doing interviews, do collaborations as well. Find those that are open to sharing out the content as well that believe in what your mission is and in your content and your topics that you share on their show.

9:14Find those that are collaborative, that have audiences that they've built rapport with. They've built the audience, of course. So respect them, share out their content, have them do collaboration, see how you can help provide other information for them. Because that's why you open up a lot of doors in general. So, you know, give back on the sense of like, who can help you through the process, you know, but be humble about it at the same time. So, yeah. So, obviously, we kind of talked about repurposing and, you know, with today's tools, it's never been easier to, you know, obviously, you know, we're recording a podcast right now.

9:51You know, we have ourselves a 16 to 20 minute conversation. There is, I mean, it's never been easier. I mean, with today's AI-enabled tools, you know, just from one 15 to 20-minute conversation, you could be filled up with social media content and micro content for weeks just from that one little bit of effort. So certainly, I'd say if someone is struggling to fill up their social media feed with valuable content, start a podcast, right? Yeah. Yeah, well, it's easy because you have, so we utilize AI for tools that help are, you know, of course, operated by team members to help intensify it, add a little bit more of the human voice that, you know, add different things to it.

10:37But yeah, you can use things like AI to, one, spit out the transcript here, you know, they're selecting the best bullet points or so AI thinks it's pulling out the best bullet points. Sometimes you have to have a human being oversee some of it and be like, that one might not be as best as this one over here, but they can manage that thing. But they will spit out that content. And then video editing, some of them aren't as enhanced with the video editing captions and things like that. So we like to put a little bit more flair and pizzazz into it, add special B-roll, different things, branded graphics, things like that.

11:08but it definitely just to get started or people that just want to start, they have those tools such as AI to do just those things that can even help them with the topic SEO titles. And we use tools like that to help with that as well, because YouTube's like YouTube's owned by Google. So, I mean, create content titles that people are actually searching for on YouTube and Google. If you do the video format, of course, some people choose to just do audio podcasts, but at this point, like, why not do video? Like, even if you're shy, like just get on camera, like people like, Oh no, I'm scared to get on camera.

11:43But you know, when you get put yourself out there and you're vulnerable, people connect more with your mannerisms, you know, your, your personality, you know, whatever that is. And the fact that you can put it on YouTube, it's owned by Google. You have two other huge search platforms for people to find your show. So it's really, if you really want to be heard, seen and understood, then video is really where it's at. And it's been like that for years. And at this point, even the micro content piece, people connect more with a micro content video of a video podcast versus like an audiogram with like a wave bar of somebody talking, you know, we, we give those styles options for people, but I highly suggest, you know, do, do it in video format because people will just relate.

12:25They see you like you're able to actually see you and see that part of you. So, yeah, There are a variety of ways that one could launch a podcast. And Tamara, one thing I appreciate is that you're so focused on strategy, which I think is so critical, right? It's like you wouldn't launch a business without a business plan. Similarly, I believe you should not launch a podcast without a business plan and a strategic plan for why you're doing this, what's going to happen when this happens or this doesn't happen. And like thinking about like all of those things so that you just, you know, you don't lie dead in the ditch of good intentions that, hey, we're going to try this thing out for a handful of episodes.

13:10And then, you know, what I find is, again, intentionality is usually going to be the thing that drives the results. But Tamara, can you share maybe a little bit about who might be a really good fit for Broadcaster Authority, who's maybe not a really great fit, and then kind of realistic expectations of, you know, investment of resources and budget and time and that sort of thing? Yeah, of course. So, yeah, at Broadcaster Authority, we primarily work with business owners that have hit some sort of success. They've been in business primarily at least five plus years. they've generated at least seven figures in their business because they are not afraid to invest in themselves and they see this as a form of marketing for their business they have other lead generation they have other flows like this isn't for necessarily hobbyists looking to make a quick buck or you know like we work with you know fortune 500 companies we work with companies that make we have one client that's been working with us for two years that generates 44 billion a year I'm not saying that the people coming have to do that.

14:19There's entrepreneurs and founders that have teams of maybe five to 10 people, and they've been in business and they make seven figures and they're looking for another way to add content marketing into their system with the focus of podcasting. Our background is really our backstory. I know this isn't a super long show, but our backstory actually was back when we owned a production company. Before shorts, reels, TikTok videos came out, of course, there's a thing called teaser videos, right? So in our production company, we used to lead teaser videos to long form videos. Back then we directed documentary films, but we knew we couldn't just create documentary films all day long, every day for people.

15:00So as we shifted over the years, we said it transformed into that journey and story that we did the same method and paid attention to the data. And of course the styles and trends and things that changed over time. But it's the same system that we did when we used a teaser video, they got 888 ,000 views in a matter of 10 days that allowed a documentary to launch that was then acquired by IndieFlix that was then, you know, other films then were acquired and then we built these huge brands for these launches for documentaries. So we implemented it into the same process later in life and turned it into a content marketing with the focus of podcasting because we knew that YouTube was definitely a marathon, not a sprint.

15:45So take time and be patient with the growth, but understand the data first on that side. So it was really, you know, what's something that people listen to more often, and especially since post COVID podcasting, we actually started this company before podcasts are before COVID, excuse me. And so that was really like our, that was our motivation to shift because we saw what we could do with this method on YouTube first? And then why not do that for video podcasts? And then of course, repurpose it into audio podcasts and finesse that, put the intro outros, hire the voiceover artists, you know, get that show and story out there globally to different areas.

16:22And I think people think like, you know, we're distributing out to not just Apple podcasts, Spotify, Deezer, you know, all these things like that. You can even submit your show to Pandora and all these like other platforms that people don't even know about, uh, just so you can reach it better globally. So there's definitely ways to work with that, but you know, those that work with us, they're serious about their show. They're serious about their business and they're serious about finding ways to lead people back to their offers basically. Yeah. Yeah. Excellent. All right. So Tamara, your website, uh, is, uh, is broadcast your authority.com to our friend that's been listening, what would you recommend their next steps be?

17:02Yeah. Yeah. Take a look on this site. We have our own show on there. We record at Sirius XM broadcast here. You can check out our show. And then we also have some free downloads there. You can grab your free podcast planner that kind of helps you kind of oversee some ideas, concepts, things like that. Even get you thinking, even if you have a show, you download it and you're like, huh, I didn't really think about that for my show, that free opt-in is on the site. And then you could also book a discovery call with one of our team members to kind of go through that and learn more about our offers and things like that.

17:35We're, we are a little bit more on the high end. Most of our packages started over a couple thousand a month, but it's definitely worth it because of the sense of you have this entire hub working with you because of the fact that even though you have your dedicated producers, so you don't have, you don't have to talk to all the chefs in the kitchen, you have that dedicated producer that will turn around and communicate with everybody else. Your designer, your copywriter, your video editor, your YouTube SEO specialist, your social media scheduler. So it's really like you have like seven people like in your team under there, but you really just communicate with that one person.

18:12And that's how we work. And that's what we've helped come in because the people are like, oh my gosh, I have like so many people or so many contractors. We literally were working with a company, the one I mentioned that made like 44 billion last year. I had to giggle when I asked them how many people worked on their podcast. And I thought they were joking. And they said 16. But I understood because they're a higher-end company. They have a lot of legal stuff, background, PR. They have to run it by everybody, right, for these larger companies. Not everybody has that. But they had too many chefs in the kitchen.

18:47And when we came in, we helped alleviate that and that stress and that back and forth and that communication side. And they were like, man, this is like so amazing because we just talked to our one producer and we run it by like three of their team members now, like from PR to legal to things like that. And so they were like, this just like saved our day on that side. So it was things like that you think about like, because yes, you could hire multiple contractors, but are these contractors also going to communicate with each other as a team, like representing you? You know, we're basically an extension of a company of our clients teams.

19:25And that's how we show that show that we show up and show that we care too. Yeah. All right. Broadcastyourauthority.com. Tamara Thompson, you are the founder. Thank you so much for the conversation. I appreciate you. Thank you so much for having me, Josh.

19:48Thanks for listening to the Thoughtful Entrepreneur Show. If you are a thoughtful business owner or professional who would like to be on this daily program, please visit upmyinfluence.com and click on podcast. We believe that every person has a message that can positively impact the world. We love our community who listens and shares our program every day. Together, we are empowering one another as thoughtful leaders. And as I mentioned at the beginning of this program, if you're looking for introductions to partners, investors, influencers, and clients, I have had private conversations with over 2 ,000 leaders asking them where their best business comes from.

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