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1 Recording → 12 Assets: The AI "Waterfall" System
58 Plays41 minutes ago
In this AI marketing podcast episode, Dan Sanchez and co-host Ken Freire dive into Chapter 10 of their "Own the Show" series to discuss why podcasting is the ultimate "Swiss Army Knife" of marketing tools. They break down the top 10 reasons why a podcast is essential for modern businesses, ranging from building authority and testing intellectual property to fueling a massive content flywheel and creating long-term assets. Dan and Ken explain how this single medium can solve multiple marketing problems at once, turning a simple recording into a comprehensive strategy for growth.
My Favorite AI Tools
- Tella (AI screen recording app I record all my solo episodes with) - https://danchez.com/tella
- High Level (My all in one marketing platform) - https://danchez.com/highlevel
- Zencastr (Best AI podcast tool) - https://danchez.com/podtools
- n8n (my favorite AI automation tool) - https://danchez.com/n8n
Resources Mentioned
- James Carberry / Sweet Fish Media - https://sweetfishmedia.com/
Timestamps
- 00:00 - Why Podcasting is the Swiss Army Knife of Marketing
- 02:46 - Reasons 1 & 2: Building Authority and Developing IP
- 10:42 - Reason 3: The Content Flywheel and Repurposing Power
- 13:24 - Reasons 4 & 5: Networking, Relationships, and the "Human Edge"
- 19:01 - Reasons 6 & 7: Market Research and Internal Team Alignment
- 24:40 - Reason 8: Personal Growth and Skill Building
- 27:16 - Reason 9: Discoverability and Long-Tail Distribution
- 29:19 - Reason 10: Asset Creation and Monetization Strategies
Recommended
Transcript
Intro
Journey into Podcasting
00:00:05
Dan Sanchez
I've been in marketing for almost like 15 to 20 years, depending on what you call marketing. And I could tell you, Ken, that the one tool that ended up ruling them all ended up being podcasting. Sadly for me, it was like the last tool that I figured out of all the different channels, of all the different tools, of all the different strategies and tactics out there. It was like the last one that I came to.
00:00:26
Dan Sanchez
And maybe that was, maybe that was i don't know, God's providence because maybe I had to know all the ins and outs of all the other ones of Facebook ads and Google ads and SEO and website optimization and email marketing and automation and text messaging and phone calls and working with the call center and all that kind of stuff just to arrive at what became my favorite medium because it was so freaking powerful. And maybe maybe that's why it was the last one. Maybe I had to go through the ringer on every single one to realize how good this particular channel is. Because podcasting really is the Swiss army knife of marketing tools out there. It's a channel, but I find that I use it to help complement everything from my emails, to my social, to my paid media, to just about anything I want to accomplish. Top of the funnel, middle the funnel, bottom of the funnel. It does it all.
Introduction to Podcast Importance
00:01:17
Dan Sanchez
So In this episode of the AI-driven marketer, we're to be diving into why podcasts are so freaking important for modern day marketing or getting your message out there if you want to become a thought leader. I'm Dan Sanchez and I'm joined by my co-host, Ken Freire here.
00:01:35
Ken Freire
What's up, bro? I'm so excited for today's topic.
00:01:38
Dan Sanchez
Man, this is one that I think changed both of our lives. Thanks to our good friend, James Carberry over at Sweetfish Media.
00:01:41
Ken Freire
Yep.
00:01:45
Dan Sanchez
We've both discovered how cool this medium is. and It's an important part of this series that we're doing for the book, Own the Show, where we're going from podcast to book. And if you've been following along, you know we've been working on this series for a couple of weeks now. We've been putting out one of these almost every day. We've we've taken some breaks for different things, like the the the breakthrough conference and all that different things. But we've been pretty pretty consistent here with publishing episodes, building out this book. And today we're on episode 10.
00:02:13
Dan Sanchez
Yes, this is going to be chapter 10 of the book, talking about why podcasting is the ultimate tool. and there are many different reasons. In this episode, we're going rapid fire, but probably not too fast, through 10 different reasons. Yes, there are that many, because again, it's a Swiss Army knife. It can do a lot. We could probably easily cover 20 different reasons, but I've whittled it down to the top 10.
00:02:33
Dan Sanchez
ten So, Ken, do you want to kick it off for us for number one?
Demonstrating Expertise and Leadership
00:02:37
Ken Freire
Yeah, absolutely. and And one thing I would love to add is that these top 10 also tend to be the top 10 reasons why people don't want don't do it or they're afraid to do it and how it could actually unlock some powerful stuff.
00:02:46
Dan Sanchez
Hmm.
00:02:48
Ken Freire
So let me hit us with number one. It's authority and positioning. okay So a good show, Quiley is working in the back end, showing that you have the chops, that you actually know what you're talking about. I mean, long form proves this, right? Anybody could do a one-minute clip. It's easy to do a one-minute clip and like practice on it. But when you start getting asked questions about it to see if you're – an actual authority, it shows when you can talk about it for a long time.
00:03:20
Dan Sanchez
There's something about having a number of different episodes under your belt too. It's kind of like going to Amazon where you see the product reviews and there's like 3000 reviews.
00:03:24
Ken Freire
Yeah.
00:03:28
Dan Sanchez
You're like, Oh, okay. 3000 4.5 star on average. You're like, then it's pretty freaking good because so many people have been through it. When you're actually able to produce dozens and dozens, maybe a hundred plus episodes on a very niche topic, it people don't even have to listen to them all to know that you probably know your crap.
00:03:47
Dan Sanchez
It probably shows forth that if you're able to talk about this, even even if you're not, even if it's just an interview based show and you're having all these interviews, chances are you've learned a lot then going through a hundred different interviews.
00:03:59
Dan Sanchez
Like if we just started on a random topic that none of us, that need that neither of us know nothing about, let's say it's a cosmetics, right? I don't know anything about cosmetics other than like my wife uses some makeup sometimes.
00:04:10
Ken Freire
It's so manly. That's such a manly topic you picked.
00:04:12
Dan Sanchez
But if I started interviewing a bunch of people on cosmetics, you better believe after a hundred episodes, I would know a lot, a lot, probably more than your, your like hardcore makeup user.
00:04:19
Ken Freire
for sure.
00:04:23
Dan Sanchez
Maybe not that much, but like, I would know a lot more about cosmetics than most people, even people who use cosmetics a lot. I just threw that.
00:04:30
Ken Freire
Yeah.
00:04:31
Dan Sanchez
was like the most random topic I could think of that. I don't know anything about.
00:04:34
Ken Freire
I know. I was like, you could have done it.
00:04:35
Dan Sanchez
I was going to say jewelry making. I'm like, no, I know something about that. Yeah.
00:04:40
Ken Freire
My dad was a jeweler at one point.
00:04:42
Dan Sanchez
Really?
00:04:43
Dan Sanchez
Interesting.
00:04:44
Ken Freire
Okay, Dan, you know, when you think about author authority, you have this like use case or a tagline that you think about it when it comes to AI marketing. Walk us through what that mindset is to just give people an example of what it looks like to have authority.
00:04:59
Dan Sanchez
What it looks like to have authority is to actually define what that niche is about or steer it in a way. I mean, that's the whole goal. It's why we're even talking about this whole book because we don't want to just put ideas out there. We want to lead people's thinking.
00:05:13
Dan Sanchez
That's how we define thought leadership. So when you're putting out content into a niche space and getting the word out there, it actually gives you a chance to actually lead their thinking in a topic. So I don't just talk about AI marketing.
00:05:26
Dan Sanchez
with the AI driven marketer, this very podcast, I want to lead the thinking on the topic. That's why I'm so passionate about like be a AI driven yet human first, because I want to advocate for f freaking people. That's what we're all about. I don't want to automate people out of the jobs. And I know it's, it's probably inevitably, inevitably going to happen.
00:05:45
Dan Sanchez
But I can at least use my voice and my thoughts and ideas to steer business leaders, companies, marketing leaders into being human first, keeping their people, reskilling them, and actually driving that to our more human-centric approach rather than just automating everything everybody out of the equation. I'm like, no, no, no. We need people in the loop. This is why. So that's an example of me trying to steer and using this podcast as a platform to steer the conversation towards something that's actually human centric.
00:06:17
Ken Freire
Yeah. And which has led to you getting asked to speak on different podcasts on different stages.
00:06:22
Dan Sanchez
Yes.
00:06:25
Ken Freire
You are becoming known as the AI driven marketer. Right. Like that's what people come to you for.
00:06:29
Dan Sanchez
Yeah.
00:06:31
Ken Freire
So. This is why creating a podcast is so
Testing and Repurposing Ideas
00:06:34
Ken Freire
important. But let's jump into number two. This is all about idea development and IP creation. We kind of hit on this in the last few episodes, but really people want to want to hear what you actually believe.
00:06:48
Ken Freire
And they're helping you process through this. and And sometimes you have a raw idea that you can start fleshing out on podcasting, or it might be more mature that you're trying to crystallize and synthesize for people. This is where people start to be like, oh,
00:07:04
Ken Freire
That's exactly what I believe. That's exactly what I want. I mean, since we've been doing this whole series, I've gotten more and more people. feels like every day now that they're messaging me.
00:07:13
Dan Sanchez
Yeah.
00:07:14
Ken Freire
They're like, hey, how's how's the podcast, the book going? Can you tell me any new developments? What are you learning? What are you growing in? And I'm sharing my insights. And they're like, oh, man, I never thought that that was possible.
00:07:26
Ken Freire
you know like It's like unlocking their minds for another reason why they should do podcasting and just helping them with their own ideas.
00:07:34
Dan Sanchez
What I love about a podcast is it can be fairly informal. It doesn't have to be so thought out yet.
00:07:38
Ken Freire
Yeah.
00:07:41
Dan Sanchez
It's a lot less structured than something like a blog post, which is much more formal. And because it's in writing, you have to think really hard and edit it. It can be much more like shoot from the hip kind of a thing, but yet still be long form. In fact, my my method usually starts with social, LinkedIn specifically. If I have a new idea, I'm like, huh, I wonder if anybody's ever tried X. So I post it on LinkedIn. I'm like, hey, I had this cool idea. What if we tried this and did it this way instead of that way?
00:08:09
Dan Sanchez
And, you know, the algo will either prove that it's a good idea or that it falls flat. If it actually kind of picks up and people are like, ooh, like I like this idea and they start adding their own two cents onto it.
00:08:20
Dan Sanchez
I'm like, huh, that's given me an indicator that maybe I should expand on this idea. You know, I just shot a bullet out. It hit and I need to turn this into a cannibal. It's like a Jim Collins thing. I think it's good to great.
00:08:30
Dan Sanchez
i don't know. It's one of his books. It might be built to last one of those books. He talks about the idea of like shooting bullets before shooting cannonballs. you know Test with a small thing before were going up to something bigger.
00:08:39
Ken Freire
Yeah.
00:08:41
Dan Sanchez
And a podcast is like the next level up. It's not going to full-on course or like keynote or book yet. But if you find you shot an idea or maybe even shared something with a client, the client was like, dang, that hit. That worked. I tried it, and it was fantastic. Tell me more about it. You're like, well... Maybe I need to record a whole podcast episode about it. And it's a way to kind of develop that intellectual property, that idea into something fuller because it's so much easier just to stand in front of a mic and be like, okay, here's the idea, guys.
00:09:10
Dan Sanchez
You can actually flesh it out in a way and in in a medium where people are actually going to give it more time and attention to actually consume it. Because on LinkedIn, is is i could post a long form video or an audio clip or something, but the chance that someone's going to actually consume that whole thing on LinkedIn is very low. So you have to put that kind of long form content in a channel where people are actually going to consume it. And a podcast is the easiest way to get long form content out.
00:09:36
Dan Sanchez
My opinion, i'll also spend a lot of time in front of the mic, realize not everybody's comfortable with it, but it's either that or write a blog post or a webinar or something.
00:09:36
Ken Freire
Yeah.
00:09:44
Dan Sanchez
So either way, you're going to have to write something long or record something long. And I'm like, the podcast is the
Content Generation and Networking
00:09:49
Dan Sanchez
easiest way to go. yeah
00:09:50
Ken Freire
Yeah. Well, and one thing I have found is that some people are afraid of like the camera or the mic. But if you just took those two things out of the equation, if I was sitting with you one on one and I was like, hey, explain your idea, man, you could ramble for 45 minutes or talk about it easily.
00:09:59
Dan Sanchez
Yep.
00:10:05
Dan Sanchez
Easy.
00:10:07
Ken Freire
So that's why I always tell people when starting a podcast, I'm like, just act like you were talking to your best friend. Just sit there and just start, just engage it, right?
00:10:12
Dan Sanchez
Yep.
00:10:14
Ken Freire
Like just start talking and they're like, oh, is it that easy? I'm like, yes, right?
00:10:17
Dan Sanchez
It's that easy.
00:10:19
Ken Freire
You'll get better over time.
00:10:19
Dan Sanchez
It's just a mental hurdle.
00:10:21
Ken Freire
the The cool part about this, and we've talked about this in the last two chapters, but when you start doing this and podcasting, this is like what you said earlier, books, keynotes, your flagship freight framework start to come alive.
00:10:35
Ken Freire
And that's what's really important. So that's what we got so far is you got authority, you got idea development. Dan, what's the third one?
00:10:41
Dan Sanchez
The third one is the content flywheel and repurposing. this is This is why podcasting is keen when it comes to content marketing is because it's at the top of the waterfall, I call it, right?
00:10:52
Dan Sanchez
i and There was something about doing a lot of podcasting that I discovered. I'm like, oh, you know what? This is what journalists do. You sit down and interview people in order to get the content in order to write the thing. But I'm like, people actually want to listen to the interviews.
00:11:05
Dan Sanchez
Actually, there's a lot of podcasters now doing this with our interview of multiple people and then working clips into like their little mini documentary. It's like 20, 30 minutes. And I'm like, dude, you they could just publish those whole freaking interviews as podcasts. And some people would go listen to them.
00:11:20
Dan Sanchez
Yeah. They're slicing and dicing up in these little mini docs, but I'm like, publish the full freaking interview, my man.
00:11:21
Ken Freire
Yeah.
00:11:24
Dan Sanchez
That's like extra content for you. Or maybe, or maybe you're hiding something. Sometimes I think that too, as I'm skeptical and you're only slicing and dicing their words to fit your narrative. Right.
00:11:34
Dan Sanchez
But at the end of the day, interviews or solo episodes are like your raw content that you're already capturing good audio on. And you just need one, maybe $80 mic in order to do that. And you get the video feed, which you've already are used to sitting in front of a video camera for Zoom calls. So if you're talking to the microphone and looking into the video camera, you already have what we call the A-roll of video.
00:11:58
Dan Sanchez
You could just publish that straight to YouTube. Most of these videos, I don't have any B-roll. I just literally publish them YouTube as is because some people like to consume it there. But at least I get the audio content. I get the video content. And the secret ingredient these days is I get a transcript. Almost every podcasting service out there or recorder includes a transcript because it's so cheap. But the the transcript is key because with the transcript, you could feed that to AI to repurpose for all the different kinds of content.
00:12:28
Dan Sanchez
whether it's video clips or blog posts or a newsletter or outline for a more tightened up video or LinkedIn posts or tweets or whatever you want.
00:12:40
Dan Sanchez
AI can make it for you based on that transcript. It can repurpose your content into other pieces of content so that every single episode can become an avalanche of 12 different pieces of content every time you publish. And AI is making it easier to automate and get it all out there.
00:12:56
Ken Freire
Yeah, and the the beauty of all this is that we're in this book and in like a few episodes, we're going to talk about the exact flywheel and how to do it. So this is top level right now, but we're actually going get into the nitty gritty of that in the next two chapters.
00:13:09
Dan Sanchez
Yep.
00:13:11
Ken Freire
So stay tuned. With that, one of my favorite reasons for podcasting is number four. It's relationship building and networking.
00:13:21
Ken Freire
I have used this time and time again for whenever I bring in interviews or guest interviews. A lot of times it's just because I want to get to know the person. I want to learn from them. I want to build a relationship with them.
00:13:33
Ken Freire
So there's several ways that you could do this, right? Whenever you have guests, imagine inviting your dream guests. I told this to a a friend of mine who was interested in starting a podcast.
00:13:44
Ken Freire
I said, look, dude, eight out of 10 people i invite to the podcast say yes to me. Now, I'm mindful that like maybe the hot top A-listers, it may be a different story, right?
00:13:54
Ken Freire
Like John Maxwell may be a little bit harder to get right off the bat because you're still not known.
00:13:55
Dan Sanchez
Yeah.
00:14:00
Ken Freire
But once you start getting there, it's easy to do, man. It's so much fun. It also allows, once you start building those networks, when people see that you know that individual, right?
00:14:10
Ken Freire
right They're like, oh, you had Dan on your podcast? ya Yeah, yeah, yeah. That's cool. Maybe I want you on my podcast. And there could be some crossovers there. The other one is collabs, right where you could just collaborate with individuals and be like, hey, if I'm on your podcast or if if you're on my podcast, can I be on your podcast?
00:14:29
Ken Freire
Dude, I've done that so many times and it's just opened the door for for conversations and relationships. The one way that even for those of you who are listening to this, and you may not be like, hey, I'm not a creator. I'm not a business owner.
00:14:44
Ken Freire
I'm just working in an organization. The reason why I would say you should even do this a philosophy of like networking and podcasting is because now you know so many other businesses that if you ever need another job,
00:14:57
Ken Freire
Now you've connected with people. I got hired at Full Focus because they were looking for some people. I circumvented the process of hiring because I literally just went to LinkedIn.
00:15:09
Ken Freire
I found everybody who worked at Full Focus and I like said, hey, would you want to be a guest on my podcast? Like 10 of them, three of them said yes. And it was like, all of a sudden they all started talking about me because they saw that I'm like influential. I have this thing. I'm able to do this thing.
00:15:25
Ken Freire
And they hired me and I like quickly cut through the whole line of all these other people who were on the list simply because I was networking with people. It's literally my favorite.
00:15:36
Ken Freire
I could do it in so many different ways, splice it and dice it. i could talk about it for a long time.
00:15:41
Dan Sanchez
We're going to break up this whole topic of using a podcast strategically to build relationships and getting to the nitty gritty of like the how-to behind it in tomorrow's, or not tomorrow, tomorrow's Bop Bros, but Saturday's episode. We're going to be coming out with the full breakdown on how to do it with relationships. And this is really...
00:16:00
Dan Sanchez
A lot of people think you just need to publish the best ideas when it comes to being a thought leader, but it's actually not just based on your ideas. Because you're not if you want people to actually believe you, you actually have to build almost like a network of people that say, yeah, so-and-so so knows what they're talking about.
00:16:19
Dan Sanchez
There's gatekeepers. There's other influencers. There's other legitimate thought leaders in your space. If you get a few of them, if you become friends with a few of them and they kind of like endorse you or promote you or share your stuff every once in a while, it helps just grease.
00:16:34
Dan Sanchez
I'm going to mess up that metaphor. It just makes it a lot easier to get your ideas out there because you can ride on their credibility, especially in the beginning.
00:16:38
Ken Freire
Grease the wheel. Yeah.
00:16:44
Dan Sanchez
That's why I even like starting new shows and new topics by actually interviewing all the different authors and influencers out there on a particular niche topic. That's why the 30-30-30 plan actually starts with that.
00:16:56
Dan Sanchez
It starts with, of course, the books and then doing the interviews because the relational aspect is so powerful. so But let's move on to the fifth one, which is audience audience trust, community, and what we're calling the human edge, which is the whole point around this book.
Trust and Market Research in Podcasting
00:17:11
Dan Sanchez
In an AI-driven world, more and more content is going to be made by a i And because of that, just like we talked about at the very beginning of this series, people's skepticism is going to be at all-time high when it comes to expert content, any kind of content that's teaching somebody something beyond the basics. you know There's probably going to be content that we're like, oh, how do I fix this pipe in my house? And we'll be like, chat GPT will tell us, i'll be fine. But when it comes to making strategic decisions, when it comes to actually navigating hard problems,
00:17:44
Dan Sanchez
We'll listen to AI, but there's going to be a level of skepticism, even as we're seeing different ideas out there on social or on the different media channels. And having a podcast with a real human person in front of it is going to help circumvent that because there's going to be a certain level of trust built with personal brands. And I don't have to go back and under like re-explain why that is. Go listen to the early episodes of the series. But a podcast does a good job of giving you a platform to tell your stories, for people to hear your values, how you've actually worked through different problems that they've worked through and how you came to it. It actually gives enough breathing room for you to actually share that human edge that AI will never be able to replicate.
00:18:28
Ken Freire
Yeah, people are going to long for connection. And that's what this provides, is a way to connect with you. Which also leads to, excuse me, number six, which is market research.
00:18:42
Ken Freire
Number six, market research and customer insight. So one of the things that i we love doing with podcasting is that you could experiment a lot.
00:18:52
Ken Freire
You could treat it like a lab and you could do interviews right with people that we've just talked about. But it's all about structuring it for customer research. So you may have seen this in some podcasts where they're always asking like the same five questions to each guest.
00:19:08
Ken Freire
What they're doing is getting research, data, figuring out what's actually working, what's not working in that industry. And i I actually have done it where I do those five questions post podcast because it was more like me trying to learn the niche and the space.
00:19:22
Dan Sanchez
Yeah. Yeah.
00:19:23
Ken Freire
And it it didn't fit the the podcast, but I needed the information from the expert. So it was a great way to do market research. The other thing is that when you're starting to do the market research, you hear the exact words that the market's using for their pain points and their desires.
00:19:42
Ken Freire
And that's great for copy. That's great for selling. That's great for everything. You want to make sure you're just using their words because then they're like, this guy feels me. He understands me. He gets me. That's exactly what you want here. And then you'll start to also realize that as you do more market research,
00:19:59
Ken Freire
that there's going to reoccurring themes across guests and questions that your your participants are asking or people are asking that can help you think about what your offers may be in the future or what your frameworks may be or your ideas or even your books may be. And that's kind of what even how this came about is because you started getting so many questions about it that we needed help with it.
00:20:23
Dan Sanchez
Another thing I love about this that a lot of people don't really take advantage of, even people with podcasts, is that it's a great thing you can do to interview your actual customers, people that are loving what your service or your product is. And I never really see people do this with a podcast, but I'm like, man, it would be good. I think some people should actually start, like if you're a big company and you have like a lot of customers,
00:20:43
Dan Sanchez
Like using it to do just a whole customer show and just share customer success stories, but in a way that almost gives playbooks and helpful tactics of maybe even unconventional ways of using a service or product, not just testimonials, but like tactical. You know what i'm saying? Like, I wish, I wish high level had something like that.
00:21:02
Dan Sanchez
Just had customers and how they're using it and specifically how they're succeeding. Not only is that great, like custom case study over and over and over again, but it's actually good for the rest of your customers and kind of builds out a whole testimonial line for you and your company. But you could even, if you do it like sparingly, not the whole show, but every once in a while, you have a customer onto your show who's working with you as a coach or consultant. And like you just unpacking their story in a way that's still compelling for the audience and not just making you look good.
00:21:30
Dan Sanchez
That's some really valuable content, not only for the audience, but also to promote what the heck you do. you know So I'm like, it's really a good tool for doing market research getting customer insight, but as well as actually unlocking customer case studies.
00:21:43
Dan Sanchez
So let's move on to number seven, which is internal alignment and team
Internal Alignment and Skill Development
00:21:47
Dan Sanchez
benefits. Because we all know internal marketing is a thing. And sometimes if you have a team, whether it's a big one or a small one, trying to get them on board with what you're doing can be difficult. Like what are the ideas behind your your your company, your product, your service? How do you get them aligned with it?
00:22:05
Dan Sanchez
but Having them listen to the podcast one of the best ways you can do it, especially if you're doing internal episodes. All of a sudden, every podcast episode can be an internal update for the company so that they better understand your approach to the customer's problems. And I find that a podcast is really easy to do that. Even if you're in a distributed team, it saves a meeting. People can listen to it on their own time. They can listen to to it at slow or 1.5 like i do.
00:22:31
Dan Sanchez
And all of a sudden you don't have to do the whole meeting because they can actually listen to this sometimes. I think it also is great for creating onboarding assets for new hires because you're probably already recording some of your core ideas that you're like every teammate needs to know about this thing that we talk about. And then you can link to it in your onboarding. You can use it as sales enablement for your sales team even and give them certain pieces of episodes for customers at certain stages of the pipeline. You'd be like, hey, these are some common hurdles they run into. Here's some podcasts you can share with them. And again, it doesn't even have to be the podcast.
00:23:06
Dan Sanchez
It can be a blog post that came from the podcast or even some other kind of snippet that came from the blog podcast that you've sliced and diced up and is now good in sales enablement content.
00:23:17
Ken Freire
Yeah, you know I'm thinking about several organizations that we worked together with that this would have been really awesome to do. like We would have weekly meetings and they were good, but I'm like, I'm one of those bad students that if I get bored real quickly and you're talking slow, I'm checking out. But if I could listen to it in 2x and still get the right information, I'd have been all about it.
00:23:36
Ken Freire
i would have most likely listened to that faster than having to sit in a meeting, disrupt my day, do all the stuff. I could have just been like, here we go. You know, I'll listen to this on my on my drive into work.
00:23:51
Ken Freire
And it would have been just as effective. But after number seven, the other one, is number eight, which is personal growth. So another reason to start a podcast is for personal growth and skill building. Podcasting upgrades you, not just your brand. And this is what I tell people all the time. Like you're learning, you're growing, you're developing, you're becoming a clearer thinker, you're becoming a better communicator. you are learning so many skills when it comes to podcasting.
00:24:22
Ken Freire
If you're doing a video podcast, you're learning how to look at a camera and be able to express yourself well, right? You're learning how to talk in a mic. You're learning how to do interviews. These are all great things that are done with with podcasting. Now, the other side of it is that if you are also a student of a craft,
00:24:43
Ken Freire
Right. You're learning all the new skills that are needed. I, for example, i learned so much from you already, Dan, when it comes to AI and how to use it in marketing. So I'm constantly growing in that.
00:24:55
Ken Freire
And as I'm interviewing people about AI, I'm learning and I'm like, oh, did you know about this? And Dan's like, yes, that's that's something I learned six months ago. I'm like, dang it. I'm like trying to find a place where i can learn something faster than Dan can about AI.
00:25:08
Ken Freire
So I can be like, look like and look, Dan, let me teach you. That's my like milestone right now. But there's so many beautiful things about personal growth and skill skill building.
00:25:14
Dan Sanchez
Good luck.
00:25:20
Dan Sanchez
It's the reason why podcasting and interviewing is such an important thing when you're still becoming an expert on a topic and picking a niche and narrowing it down. There's something about interviewing a bunch of people that really know what they're talking about after you've read the general lay of the land with all the different books.
00:25:36
Dan Sanchez
There's something about the Socratic method of learning where you're asking questions and going back and forth with an expert who really knows their stuff to narrow it in. And honestly, I still do interviews on this show. It's mostly mostly solo or co-hosted with Ken or my bro Trav.
00:25:51
Dan Sanchez
But I still interview people because people learn all kinds of incredible things that I can't have the, I don't have the time to dive into this nuance or this thing, or they've specialized in this. And so I have them on the show. I'd interview them and I try to suck all the goodness out of them because I'm using it as a tool for myself personally. I'm being selfish and just learning. And I publish it because I'm like, well, like if I'm getting value out of it, then I i think some of you would get value out of it. too. So it never really stops becoming a tool for that.
00:26:17
Dan Sanchez
And even someone like Stelzner, who's been doing his show since, gosh, 2010, 2011, something like that, still does an interview-based show, and he still learns a lot from all the people that are on his show. That guy is just curious, and he's hungry. And I'm like, dang, I want to be like that when my show has finally reached 10 years old. It's only, it's just crossing into three years old now, which is just getting started, but that never really goes away. You want to continue learning, but moving on to number nine, discoverability and long tail distribution is another reason why podcasting is amazing.
Monetization and Growth Opportunities
00:26:52
Dan Sanchez
Because if you're putting out that many pieces of content across all those different channels consistently across dozens and dozens, maybe over a hundred different episodes, that's a lot of different content out there for people to discover you. And this one thing I learned after being a co-host of the B2B Growth Show, which had 2000 episodes.
00:27:11
Dan Sanchez
is that more than half of the traffic, like I'd say even 70 to 80% of that show's traffic, and it was getting a lot of downloads per every single episode, but most of the traffic came from the back catalog, shows that hadn't been, that were published more than a month ago.
00:27:28
Dan Sanchez
Which just goes to show like the long tail is very long and people, even if it's only one and two listening to different episodes from long ago, it's like every single episode becomes a line, a fishing line out in the water. You might be able to pull someone in to get to listen to you and hear your way of thinking. You never know when that's going to happen. But if you're putting out all these different lines and it's multiplied now because it's not just a podcast episode, so it's a YouTube video. It's three shorts. It's on Instagram. It's on TikTok. It's on LinkedIn. It's a blog post for SEO to index. And now search the AI to go and index to pull in potentially and source it.
00:28:01
Dan Sanchez
Those are all opportunities. And once you've done a lot of them, it really starts to build up and take on a life of its own.
00:28:08
Ken Freire
Yeah, I'm actually always surprised when people come to me and they're like, I started listening to your podcast from the beginning. And I'm like, oh, that's a lot of episodes.
00:28:19
Dan Sanchez
Yeah.
00:28:19
Ken Freire
And they're like, yep, I'm catching up. I'm like, wow, you don't have to. But they do it. Like something in them, once they fall in love with it, they're just like, I got to go into it and start listening to all of it to get a full understanding. So that's the beauty of once you get found and people like it.
00:28:35
Ken Freire
They'll start listening to you and that builds incredible authority and it it builds raving fans, which leads to the final reason you should create a podcast is that it's a beautiful asset creation and monetization option.
00:28:51
Ken Freire
So by an asset, we mean that this is yours. You can utilize it. You have 1,000, 10,000 people listening to you. There's influence there now. And you can decide what you want to do with that influence.
00:29:02
Ken Freire
So if you want to monetize it, there are several different options you could do it. Here are just a couple of options that I'm thinking about. Number one, it could be book deals or self-publish. right When people see that you have a platform, that's huge.
00:29:12
Dan Sanchez
Yep. Yep, yep.
00:29:16
Ken Freire
Again, i'm I'm picking on Michael Hyatt because He's got like numerous best-selling author books, right?
00:29:21
Dan Sanchez
yep yep
00:29:22
Ken Freire
But he said him and Joel Miller, he's the chief content officer there at Full Focus. They said something fascinating. He said, most people now, when they get published for a book, They're actually looking for authors who have a platform already, who have an audience that they can sell to so that all the marketing is not just done by the publisher.
00:29:44
Ken Freire
It's a collaboration. So if you want your book out there more, you actually want a massive audience that people are going look at and publishers are going to be like, oh, I'll go with this person versus the other person.
00:29:54
Dan Sanchez
Yeah. Yeah.
00:29:56
Ken Freire
So keep that in mind. It's it's a beautiful asset to have.
00:30:00
Dan Sanchez
The show becomes an asset in itself, but I actually even use a podcast to create other assets. Anytime I want to make a new course, podcast episodes. any If I want to make a book, which is what we're doing with this very episode, podcast episodes. Yeah. Again, it's a Swiss army knife. And because it's my favorite channel, I'm like, what else can I get out of this thing? And I use it to create everything. Like if I want to, even even now people are using podcasts more and more at live events. Shoot, I just got invited to be a, I wasn't a speaker. I was a podcast
00:30:31
Dan Sanchez
partner. And I went and just recorded a couple of interviews, but i I actually got compensated for going over to that conference, recording a few episodes, doing an episode about it. And I was happy to, because they had some awesome content. It was great for the audience and I loved what they were doing. I wouldn't have done it if I didn't think they had something awesome to show and something to learn from. but that was a whole nother thing, like actually going to an event and using it for a live event and recording there on the spot. Uh, so there's so many different ways to use a podcast and we've only covered 10 of them, but I can't get over the fact that it's become my favorite channel. And even though I've become mostly known for AI with the AI driven marketer, I still find myself talking over and over and over again. about podcasting because it's just that powerful of a tool. AI is changing my life in a lot of ways, but podcast, man, podcasting is is is a love that just never dies. Yeah, yeah.
00:31:26
Ken Freire
it's It's the foundation, man. It's like the thing that we use to be able to do all the other stuff. So this is why we're encouraging it. And I've only talked about one monetization option. There's a ton of them. You can create courses.
00:31:37
Ken Freire
You can do sponsorships, membership communities, live events, summits.
00:31:37
Dan Sanchez
yeah yeah
00:31:41
Ken Freire
There's so many ways. But our final encouragement to you as you're listening to these 10 is that don't let your fear stop you from clicking record. There are so many of you right now who have the ideas, who have the expertise, and you're waiting and wondering, how should we do this?
00:31:59
Ken Freire
And you're asking all the common questions of like, what about the gear? What about this? What about the title? like That's part of the reason why we're building this book. And so that you can start to learn how to craft your ideas, how to do all this stuff, and how to truly use a podcast to leverage your expertise and get it out to the audience.
00:32:18
Ken Freire
So our encouragement is don't worry about those things. Just start hitting record. Record in the light, right? It's going to be messy at first, but it's going to be beautiful. It's going wonderful. And a year from now, you won't regret it.