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How Privy Passed 15K Podcast Downloads Through Better Distribution w/Daniel Murphy
24 Plays2 years ago
In this episode, Dan Sanchez talks to Daniel Murphy who is the VP of Marketing at Privy.
We talk about:
What a winning distribution plan looks like
How to get the most out of what you currently have
We talk about:
What a winning distribution plan looks like
How to get the most out of what you currently have
Recommended
Transcript
Introduction to Attention Podcast
00:00:05
Speaker
Welcome back to the Attention Podcast, where you learn how to gain and retain the attention of your buyers to grow an audience. I'm Dan Sanchez with Sweetfish, and today I was joined by Dan Murphy, who is the VP of Marketing at Privy.
Privy's Podcast Success Story
00:00:19
Speaker
We had a fantastic conversation about what it really takes to grow a podcast. In fact, Privy has increased their podcast downloads up to 15,000 downloads.
00:00:30
Speaker
And as someone who coaches a lot of other businesses on how to grow their audience, I can say confidently, 15,000 downloads is no easy feat. It takes a lot of work and a lot of thinking in order to get that many downloads. So in this interview, I dissect how they did it as far as what he thinks about distribution overall to grow his channel.
00:00:53
Speaker
Now I'm going to try something a little bit different with this episode also. So if you hang back after the interview, I want to share with you my three takeaways that I'm going to be applying to this podcast and hopefully to the rest of Sweetfish's customers. So stay tuned for what I thought were the best nuggets. And now here's our guest.
Developing a Distribution Strategy
00:01:15
Speaker
So Dan, one of the things you mentioned in our pre-interview is that you feel like companies should stop producing content if they don't have a distribution strategy. And the first thing that popped into my mind is like, well, they're probably posting it to social. Like, what do you mean by distribution strategy? So can you tell me a little bit like, what do you mean? What do you mean by distribution strategy? How does that plan out for you?
00:01:39
Speaker
So when I say distribution strategy, so yes, social media is probably the number one thing, you know, getting your stuff out there. And nowadays, it's probably not coming from a company page or your corporate Twitter accounts probably coming from whoever the face of your brand is, right? Over the last couple of years, we've kind of moved away from the company sharing stuff, moved to sort of the expert within your company, the face of your brand sharing it.
00:02:04
Speaker
So that's part of it but i think the distribution strategy two for content nowadays it's usually more than just top of funnel right like from what i've been spending my time on last couple weeks for my team so i spend. Is a leader team i'm trying to spend pockets of time in different areas of our operation that we need.
00:02:21
Speaker
more research or more manpower and so one of the years i spent a lot of time is is content distribution right now and been talking to a lot of marketers talking to some experts i wouldn't call myself an expert but i would say that i'm trying to understand better some of the strategies out there and what the best marketing machines out there are doing.
00:02:40
Speaker
And I'd say like one thing I've realized is like a really good content strategy isn't just top of funnel. It's more than that. It's, it's using content to activate your customers. It's using, you know, video, maybe video as a part of your, your content marketing machine to get people to upgrade or for customer attention. So.
00:02:58
Speaker
When I talk about content distribution, I think it's probably a full funnel priority. It's one thing that probably should be as marketers, we should get rid of this idea that we're just creating content to bring people to our website and convert them and it's an ebook and it's an offer, it's a form. I think that conventional thinking around content is probably gone in
Navigating Content Competition
00:03:18
Speaker
this era. I think in the last 10 years, things have changed a lot in that if we do talk specifically top of the funnel,
00:03:25
Speaker
10 years ago, it was easy to like create a Twitter or Facebook or like build a niche audience with SEO in your area of what your product is solving. And you could just do that by like creating really great content. But I think now, you know, think about like Facebook as you know, they just did
00:03:42
Speaker
I don't think a hundred and twenty or a hundred fifteen billion dollars in ad revenue last year in twenty twenty one like it's a pretty good indication is a lot of people out there pumping out information a lot of advertisers online now and they're all competing and that's that's advertising but the same is true for content and for SEO and for you know if you in the concept of content if you build it they will come so.
00:04:04
Speaker
There's a lot more competition now, so I think it's really strong strategy at top of the funnel when you're thinking about content distribution. It's really important to spend the time on that. I think I said to you in the pre-review, I think if you're creating content, you don't feel like you have a strong strategy. You're probably wasting a lot of money creating that content when you don't have the channels to back that up by getting eyeballs on it.
00:04:26
Speaker
So let's say you got a marketing team, you got someone dedicated just to blogging and someone dedicated to social media management. I won't define what that means, but they're doing social media management. And then you have another team, you have other team members, some are doing paid media, some are doing some copywriting and other ones are doing outreach. Generally, how would you prioritize what they're probably doing
00:04:53
Speaker
to be better distribution? Are there levels of distribution strategy that people should consider? Or is it like totally depend on their situation? Yeah, I mean, it definitely, first of all, depends on the business model, right? Like a privy, we're, you know, a heavily self-serve audience. We're not a, you know, there's some enterprise companies. I've worked at them where you're like, a big piece of your content strategy is really sales enablement, right? Whereas like a place like privy, we are creating content to, you know, generate
00:05:20
Speaker
brand impressions to bring people to a website to get people to sign up for a free trial to get them to to upgrade on their own and purchase our our pay plan so i think that's the probably the first one in terms of thinking about the strategy i think it's also super important as i was saying a second ago like to think about like where content fits in your funnel i think we were moving past the idea that content is just a top of funnel you know mechanism to drive traffic to like like.
00:05:46
Speaker
Like the old days, like I worked at HubSpot back in the day and like, you know, the idea of inbound marketing and you create content, you bring them into a blog post and you get them to convert onto your ebook landing page. And then you get them to convert, you know, like that model doesn't, I don't know a lot of marketers out there that are like winning with that strategy. I'm not saying that they're not doing that at times, but like it's different, right? And I think the other part of it too, just to kind of speak to like.
00:06:09
Speaker
I'm almost answering the first question again, but like the distribution problem that we're all facing is like because we've moved past just like your website is how you, you know, like the idea of like you bring people in your website, you get them signed up for a demo or a trial or an ebook or
Adapting to New Platforms
00:06:24
Speaker
whatever. Like we're moving into a world where TikTok exists and podcasting exists. And, you know, there's so many new shiny things out there for to get your brand out there. And that's these new forms of content. And I think
00:06:39
Speaker
It's really easy to fall into the pattern like here's this new thing i heard this other person is doing this thing let's go do that or let's go do this you know event or this new platform or this new you know whatever tiktok is a good example because it's like.
00:06:53
Speaker
Not everybody's good at TikTok, right? Like, there's only a select few people in the world that are really, really good at it, but every brand thinks, oh, I should go do that. And it's like, I think the mentality that we have as marketers of like, oh, this is a new thing, it's TikTok, we should all just jump on it because we did Facebook, we did Twitter, we did blogging, we did SEO, we did eBooks, right? It's like, maybe not true. And so we kind of get distracted by, let's add in more channels for our content versus like, how do we optimize our existing content and our existing channels to be really, really, really successful?
00:07:22
Speaker
So when you say content distribution, it's kind of like, when you write a blog post, you need to know, like, what are you writing this for? Are you writing to be found on search? Or are you writing this, hopefully, because it's a good thought leadership piece, maybe it's a little controversial, so you know it's going to get some good buzz on social. Or are you writing it because you know this is answering a frequently asked question in the sales process, and you know this is going to be useful content for sales. It's like you have to start with the end in mind. Is that what you mean?
00:07:49
Speaker
Yeah, absolutely. Our blog, for instance, we do care about organic search traffic, of course. And we do care about bringing in new business via our blog. But in many ways, our motion of our blog is we have a huge email database and the fact that we can keep them involved in our brand by writing really good content and emailing them. We have a newsletter that goes out every month, keeping them engaged.
00:08:14
Speaker
That type of content strategy is different than what a lot of other marketers are writing a
Engaging Customers with Content
00:08:20
Speaker
blog for. They are doing it for just organic search. And that is still a priority for us, but our blog works really well and it's helpful because it keeps our different buckets, our actively engaged customers, our somewhat disengaged customers, and then people that are trying on our product. We have a lot of people coming in, thousands of people coming in every month to try our product.
00:08:40
Speaker
it keeps them engaged in seeing us in a way for us to have touch points with them and show them that we can teach them how to help build their business that we have the expertise and that we are trustworthy and that's gonna help them.
00:08:49
Speaker
build trust in our product and in our support team. And so that's a different distribution channel than how a lot of marketers think about their blog. And so it took us a while to get to that point and see those results and understand how important really good content is on our blog. It's not just about bringing new people. It's about engaging with people that are already locked in our front door and we're still building trust with. Do you have a distribution strategy per channel?
00:09:16
Speaker
I mean, so I'd love to see. I mean, we, yes. I think like, do we have it written down somewhere? No. Do we have this like here? I think that's the thing with these, like what I've learned with like, it's like, it's not like you have to like do this exercise, either create a Google slide or Google doc, and here's our strategy for each, and here's the metric we're looking to drive. I think it's about going out there and doing, which is what we're good at as marketers, we're going out there and doing and testing.
00:09:40
Speaker
and then the person that owns that channel probably has a really good understanding of how this is helping us with the business. Basically, just being able to answer the question like, if we shut this off tomorrow, what would happen to the business? We've had those experiments. I've done a lot of that. I'm a bit of a disruptor within my own team sometimes. What if we just turn this off or what if we just try this new thing? We didn't do this. I've always followed that methodology for a good chunk of my career. I've asked those questions and it's like, no, we know if we turn that channel off, what would happen?
00:10:10
Speaker
So in some ways by doing that, you kind of have a strategy, right? Like there's a reason we do podcasting. We know what that strategy is. There's a reason, you know, we've been, we've been experimenting a bunch of new things, including TikTok, but also YouTube and building out a masterclass on our own website. We've been experimenting and optimizing our podcasts, our blog and a bunch of different other areas too. We're now experimenting a little bit on social again.
00:10:31
Speaker
So I don't think for us, and probably not a good answer as a marketing leader, we don't have that strategy written down somewhere. But we know. We know what our strategy is. We know how it's going to help us. And I think we're asking enough questions, and this is what every marketer should be doing. Asking enough questions and testing enough things to know, all right, if we're not doing this, what would happen? And I think there's probably a surprising amount of people out there, marketers that just
00:10:54
Speaker
don't really know. They're doing it because they think they need to do it because it's part of their job, but they don't really know what the strategy is. They don't really know how it's impacting the business. And so I think that's why, you know, if you're creating this content, kind of back to the original premise, if you're just doing this thing, creating this content, but you don't really understand the impact and you don't have a way to grow it, which is the most important part of the strategy. Like if it's not growing, then you don't have a good strategy. That's, I think, I think what it comes down to is kind of like looking in the mirror and saying, is this something that we should continue doing? How is it impacting our business?
00:11:24
Speaker
So I'm curious, what would you give a grade for?
Evaluating and Grading Distribution Efforts
00:11:29
Speaker
A C, B, or an A plus effort for distribution? Maybe even using some of your own channels. Do you have a channel that you would be like, ah, that's C, it's barely passing. B, this one's pretty good. On this channel, we freaking kill it, a distribution. In my opinion, distribution's all the work that goes into getting more reach that's not the creating of the content itself.
00:11:54
Speaker
It's everything else that you have to do in order to grow the channel or just get that piece out there. If you only posted the YouTube video and did nothing, then you're not doing anything for distribution other than relying on the algorithm maybe. Yeah, I think just to kind of stem off what you just said, I'll answer the question in a second, but I think it's an important thing you noted, which is kind of like,
00:12:14
Speaker
If you're looking at the phases of your content marketing, the first phase or an early phase, let's just call it is like getting the content to be really good, which itself is a lot of work, right? Like you can be creating crappy content and not realize it. And that's why people aren't engaging with it, right? Like that's the first part of it. I think this like, like, I think if you're
00:12:34
Speaker
Starting out, let's say you're starting a business and you're starting to build your audience, you're starting to get some engagement, definitely focus on making sure the content's really good first. The podcast is really good, or the blog, or the research, or whatever it is you're doing. That's the first phase, and then it's like, okay, I have a good product, now I need to scale it. I have good content, I need to scale it, so what's my strategy there? In terms of grades,
00:12:59
Speaker
You're saying like grade our own like content. Like what would I say? How would I sort of map out our different areas and in grade it just to give like an illustration of like Of and it looks a different prayer channel, but just to give something. Yeah, like what is an a plus a B and you look like? Yeah, I mean
00:13:15
Speaker
I'm always a tough critic on myself and some of the work my team is doing. Not that I'm tough on them as much as I think there's always room for improvement and I never want to give a super high grade. But I'd say A minus A, somewhere in that area for our podcast. And I would give us that now because we've had a podcast for a while, a couple of years.
00:13:36
Speaker
And it grew and we found sort of a methodology to get it to like, we started doing daily and that obviously expanded downloads and all these other metrics you care about and reach. And you have a daily opportunity to get someone in front of someone. But then we kind of plateaued a little bit sort of in 2021 and we kind of were like,
00:13:54
Speaker
maybe this is our ceiling and this is the reach in the audience we have. It's really hard to grow a podcast. Everybody says that's really difficult. But then we looked at our playbook and we realized promotion was a missing piece of it. Individual promotion of individual episodes, like how are we getting this out? We have our CEO that hosts the podcast. He's a big audience on social. We have an email, a big email list. What is our strategy?
00:14:24
Speaker
what is our content distribution strategy for podcast? Because we needed one. Then we re-upped it and we've since grown probably in the math in my head, but we've gone from 10, 15,000 downloads to we just crossed 32,000 downloads in January, since September, we're February 6th now. September through the month of January, we've grown whatever that is double the size of it.
00:14:52
Speaker
seasonality and stuff like that. But I think a lot of it had to do with just looking at that playbook and thinking about like, how can we do stuff? Video clips is something we've been working with Sweetfish on and they've been helping us with some of the strategy there and helping us with some of the promotion. That's a huge part. And so I probably would have given us like a B before. It's like, oh, we did a good job. We were really excited.
00:15:13
Speaker
15,000 downloads for a brand's podcast is pretty decent. You can be proud about that. You can brag about that. But I think being able to double it in a short timeframe by restructuring our strategy there, that's huge. And I think that was where we moved from B to A, and we can give ourselves a little pat in the back there. I think there's lots of room. And also, we've just been growing every single month with that.
00:15:35
Speaker
We just keep growing every time we follow this distribution strategy each month. So I'm really excited about that. I think that's one of our best attempts at getting better at distribution. So tell me, what are the exact things that makes it... Obviously, it's an A because it's working. It's growing every single month. What are you doing with each episode?
00:15:57
Speaker
We're doing a couple of things. So we're basically the number one, I think I said this before, like, you're probably not going to get as much engagement in 2022. If you just have a company page or a company Twitter pumping out like
00:16:10
Speaker
This is a great episode. Go to our episode page on preview.com and watch it. No, you got to bring the content to them. First of all, you got to bring the videos and the clips to entice them. Our CEO is the host of it. He does interviews. He does individual episodes. They're like five minutes or just stuff he's been learning. He works with a lot of our customers on a regular basis.
00:16:30
Speaker
And so, like, consistent publishing on his LinkedIn and Twitter has been huge. Using video clips, so taking little segments from the podcast has been great. Put, you know, graphics on there. That's a huge, you know, e-commerce marketing school. That's a huge advantage, being able to bring that stuff in and get that, you know, just consistently, you know, you see that you're going to eventually go on Spotify or Apple podcasts and
00:16:52
Speaker
you know all that stuff is like i want to hear from this person and jump on there you go there's one download so you got like organic caption videos organic yeah that's a big part of it a bunch of stuff with email you know regular cadence between newsletters and other emails you know it's not featured maybe not we're just we're not just sending an email every time but we might feature it somewhere
00:17:10
Speaker
I think we've done a good job at some of the SEO work on our blog that captures some of the traffic for older episodes, and then the part of it too is just having been consistent, consistently publishing and having had it live for two years. You can grow a following there. Not to say that, it sounds like a cop-out from a good strategy of distribution, but it's true. If you continue to consistently publish, that's actually a huge driver in actually growing a podcast as well.
00:17:36
Speaker
Awesome. If that's an A plus, what does a B look like? Specifically for the podcast.
Experimentation and Scaling Strategies
00:17:42
Speaker
Or just a different content channel. It's doing pretty good, but it's got room for improvement. Yeah. I'll use the podcast as an example. We grew it from 0 to 10,000 downloads at some point, and we're at that area, 10,000, 15.
00:17:59
Speaker
It's like, uh, you know, be there is like, we're, you know, for podcasts in particular, it's like being on customer calls or listening on customer calls and hearing people talk about, Oh, I heard you, I heard your podcast. I know you see your band. I follow it. I'm a huge subscriber. That's like really good. Cause you want those people that are buying your product to have heard of your podcast, podcast, attributions impossible, right? Like that's the best way of doing it. Understanding how to bring it up. The A level of the podcast. Also that is when I have candidates who have had candidates I've interviewed for roles on the marketing team. They're like,
00:18:28
Speaker
oh, I'm a religious subscriber to your podcast. I listen to it every week. Like those are two, that's a B to an A, right? Like if you got candidates, they're like applying because they listen to your podcast, right? That's like, okay, we're crushing it, you know, from a content perspective. That's maybe the difference that I would illustrate for an A and a B. Fantastic.
00:18:50
Speaker
What are steps marketers can take to really think about how good their distribution strategies are, even assessing like, is this good enough or should we be doing something more?
00:19:00
Speaker
Yeah, no, that's a great question. I'd say first, you know, take stock of what you're doing today, right? Like, if you're listening to this, you work in marketing, you run or you're part of the content team, you know, you're doing something, right? Like, there's something that's happening that, you know, is on the content side. You can get really deep in traffic on your website. So for any of the channels that you have full ownership on, you can really get deep in traffic and you can really understand.
00:19:25
Speaker
you know, for doing video, it's not just about views, it's about engaging with the video, how long are people watching it, you know, this demographic information. There's tons of ways of slicing the data, especially if you own the channel, like if it's your own website, right? Like that's super important. For channels where you don't actually own the traffic, they're on other platforms, podcasts being the
00:19:43
Speaker
Probably the best example are some of the social media channels. You still have access to a lot of data usually, and so digging in on what's working there. I would just say spending a lot of time there, especially topics, different types of it. If you're still not at a point where you feel like you're at a B or an A level, based on some of the definitions that we gave in this conversation,
00:20:04
Speaker
I think it's time to really start experimenting and trying different things on those channels to figure out what is the strategy like i gave the example blog wasn't just about. Generating traffic for website is also about engaging with our user base and customers and so i think like maybe there's a different strategy where you know your blog or something else you're doing.
00:20:23
Speaker
Your community is another good example and it's not quite content, but communities becoming a bigger part of B2B marketing and that's usually owned by the content team. What does that community look like and what's the engagement like there and how does it help your business grow? I think taking a look at all those things is really important.
00:20:44
Speaker
And then so taking those experiments, doing those channels till you get to that B level. And then it's like, I think when you're at the B level of like, great, like we're getting the feedback, we know it works, our sales team's giving us feedback, our customers are giving us feedback, or we have these data points that say that we're doing this well and we feel like this is helping, then I think it's about like, how do you just, you know, how do you scale it, right? And just what are the different ways to invest, invest, invest?
00:21:06
Speaker
you know to get us that next level podcast for us was it was a big one we it was the first of our content that really reached that level we're like great we got to scale this up we got to invest in it how do we try different tactics and really optimize for growth and i think we have some other emerging channels like our master class that's like we're scaling that we have some fun things planned for the future of that but we're you know we're at maybe c or b level there and that's just more you know
00:21:30
Speaker
It'll take time with certain channels to get to that point, and then we'll probably scale it up, invest heavily in there, and make that hopefully as big and as popular as our podcast. When you talk about investing and scaling, what are some of the things you want to do with your podcast in the future in order to double down on that growth?
00:21:48
Speaker
Yeah, so without giving away too many secrets of what we have coming up with our podcast, I can look back and kind of go from where we were to where we are now. You know, I think promotion was like like doing video clips was a big part of it. Adding a sponsor in, we have a sponsor, we've had a sponsor for the last year, Printful.
00:22:06
Speaker
Another big name in e-commerce sponsors our podcast that actually has a big big piece in the like distribution So it's a win-win, you know because someone's paying to sponsor you but also that there's a there's an effect there of them being involved It's actually gonna help you, you know, depending on how you put together the sponsorship
00:22:24
Speaker
and ours is very involved we do stuff together it's more co-marketing than it is just they put their logo on our page or we give them an ad it's actually more involved than that so those are some of the things that we did to grow it there's future things like building out the hub on our website you know now that we have this we have all this like i don't know how many episodes it's like 400 or 500 episodes it's been crazy not not that much can it be that much maybe it's 300 it's a ton of episodes because we've been doing it daily for
00:22:49
Speaker
18 months plus episodes before that, you know, it's a lot. And so like, we're now thinking of like, we have all this content, there's probably ways we can, you know, put it on our website, there's probably, you know, SEO opportunities there, transcripts, you know, building on like, there's probably a bunch of stuff there that we could
00:23:05
Speaker
you know, put together and turn into that next level of getting more and more people who are searching for, you know, it's almost like another blog, but it's audio we turn into, you know, transcripts. So there's a lot of different opportunities there, I think for us and in front of us on the podcast and some of our other channels that we've been, you know, to turn around with investing in that I think are going to hopefully pay off big for us this year and in the next couple of years.
00:23:29
Speaker
I love what you're saying about really leveraging what Privy already has available.
Repurposing and Leveraging Existing Content
00:23:33
Speaker
One, you have a lot of episodes so you can do stuff with that. You're plugging it back into email campaigns, probably some drip sequences that are out there that it makes sense to plug an episode of this particular podcast episode into this email for more context, right? You're taking advantage of your CEOs following. You're probably, I mean, like most podcasts, you're probably trying to get the most out of every single guest. There's a little earned media there.
00:23:57
Speaker
And ultimately, take advantage of the owned media you already have going to your website, coming through SEO from social in order to build an audience. I don't think a lot of companies actually sit down and take inventory of all the things they currently have going on in order to map the growth of maybe a podcast or a YouTube channel or a specific Twitter account or whatever it is they want to grow in figuring out all the different ways you can actually map it into these other core business activities you're already doing.
00:24:25
Speaker
Yeah, I think you're also getting in something else, which is like repurposing content. And, you know, I think that's maybe the other pillar as we've talked through this with distribution strategy, like maybe the other pillar of like, that world that's really important to be considered of is like, are really and I think a lot more people are thinking about repurposing content than maybe distribution, whether that's good or bad, but like,
00:24:49
Speaker
Repurposing content like when you have a really good topic it's a hit on our blog or to hit on our podcast regaining emails about it or someone keeps mentioning you know this thing on the call it's like okay great how do we get this in all of our channels right like you might have three or four like he different channels as a.
00:25:05
Speaker
marketing team that you're set up and operating. Let's say it's a podcast, it's a blog, and it's YouTube. You might have a really good hit on your podcast where you're like, wow, we should totally turn this into a YouTube video. Maybe with that podcast episode, you're like, let's take that interview, let's put that on YouTube, let's get a great thumbnail for it, let's get a great headline for it, let's get the transcript, put it in the about section of there, and we think, hey, this might be a really good
00:25:34
Speaker
brand impression machine for us. If this topic is really, you know, we got some really great feedback from people on the podcast, our people that listen to our podcast about this episode, let's go get that content on YouTube. Oh, you know what? Now let's go turn this into a really like awesome killer piece of long form content. It's a big thing, you know, that we can do and we can launch and we can get people to sign up for it, right? And they can give us, you know, their info on our website.
00:25:57
Speaker
I will give this thing that we think is really gonna be really helpful for them like that's also it is like the same topic it's the same kind of content you're not going back from you know and starting from scratch with a new topic or new approach like. Just retaking and it's such a good like tactic and of like hustle and you know like repurposing stuff and but it's also just a good it works you know we've done a lot of that too you know like three hundred plus episodes like a lot of those are.
00:26:23
Speaker
you know, we've done before. Like we've had those episodes before. We've republished episodes on our podcast before. Like sometimes you do that because those people who listen, yeah, probably weren't listening to you two years ago, right? It's just, you've grown your audience in a huge way. So like, there's a bunch of hacks like that too, that I think are really helpful, not because they're a cheat or like they're, or because you're lazy or anything, but because they work. And because I think a lot of marketing mindset is like, it has to be a new thing. And we have to have different types of content targeting
00:26:49
Speaker
you know, different people at different parts of the funnel on these different channels. And it's like, why are we going to make this crazy matrix? Like, like, if like, if it works for someone to come into your, you know, come in your front door, it's probably going to get them, you know, to sit down at the table and have a meal with you. You know what I mean? Like, it's, I think that that's, you know, a misconception is that like, you can have those different pieces of, of, of content, sure, at different places, but don't overthink it and think it has to be different funnel steps or different personas. Like,
00:27:15
Speaker
If it works for your audience, you know, get in front of as many people in your audience as you can.
Resources and Key Takeaways
00:27:20
Speaker
Dan, thank you so much for joining me on the Attention Podcast. Where can people learn more from you about distribution or any of the things we've talked about online and learn more about Privy?
00:27:32
Speaker
So I don't post a lot on social media anymore, and I don't talk a lot about distribution. So this is the episode listed for me, at least in what I've learned so far. There are a lot of really smart people out there. Brett McGrath, what is the company's at now? The Juice. They have a podcast. I've been listening to them on content distribution. So I would recommend them check out their podcast. They are talking about it. They are more
00:27:52
Speaker
experts in this world than I am. So I think that's a good place to go. If you're interested in Privy, Privy.com, if you work for you, if you run a Shopify store, hopefully you've already heard of us. But if not, email and SMS and conversion for your Shopify store help you grow your sales. Privy.com is where you would go for that. Fantastic. Again, thanks for joining me on the show today. Thanks, Dan.
00:28:16
Speaker
And there were a lot of nuggets in that interview, but there was one in particular that I'm taking away and that I can't stop thinking about how to apply it to the Attention podcast. So I know I'm going to be walking away and I'm going to be thinking about this tonight as I go to sleep. It's going to keep me awake and I'm going to wake up tomorrow in order to implement. But let me share with you my insights.
00:28:34
Speaker
my big ahas from this episode. So to get the most out of what you currently have really is a huge key. For a lot of companies, you've been doing a lot of content marketing already. You have a lot of blog posts. You have a lot of podcast videos. You have a lot going on.
00:28:50
Speaker
But in order to get better distribution, it's not just about getting guests to share it, though that's a thing. It's not just about putting paid media behind it, though that's totally a thing and totally worthwhile. But it's also about just getting the most out of what you currently have. And I took away three different things from this interview that I think every single B2B marketer who's already been in the work of content marketing could do next week and probably, I don't know,
00:29:16
Speaker
I don't want to say double, but I don't know what you, it's actually capable of, but I'm pretty sure even at Sweetfish, if we did this, we'd be able to see a noticeable gain in traffic and consumption if we actually just walked through and took inventory. Now we have 2,000 plus episodes, I'm being freaked out alone, so it'd be a lot of work. But something I'm going to be thinking about for this podcast is we start to create more content. But here's the three things. It's one repurpose.
00:29:41
Speaker
What do you currently have laying around that you could just turn into more content? I could think of all the episodes I've already recorded for this. I launched with a full season. Am I getting the most out of them? Could I be assigning that to somebody else to turn into other content, to social posts, to blog posts, to videos?
00:30:00
Speaker
I could be getting a lot more out of those episodes instead of just focusing on creating more episodes. So that's number one, repurpose. Number two, repost. I just took time even today to go back through my whole catalog of LinkedIn posts after posting every day for two years.
00:30:16
Speaker
There is a lot i pretty much just went and tagged a bunch of them that had reached a certain mark i was looking at ones that reached four thousand views or more. And then i took a look at them if they were still relevant because evergreen content that i just put it on a list to share once a week of content i've already posted because honestly is probably different people following me now that there were years ago.
00:30:36
Speaker
or even months ago. And even then, even if they were following me back then, they might not have seen it. And even if they did, they probably don't remember it. And even if they did, they could probably go another round with it if it was one of my best posts, right? We can all take reminders of the things we've seen. Because even while we know a lot of things, it doesn't mean we're actually good at implementing it yet. So you can repost it. So number one is repurpose. Number two is repost.
00:31:01
Speaker
And the third thing I thought was really brilliant he brought up is they're getting a lot of gains just for better integrating it and what they already have going on. Privy is integrating their podcast into email marketing. Not that they're sending out a whole email campaign around podcasting, which isn't a bad thing.
00:31:17
Speaker
But they're integrating certain episodes into their newsletter, probably dropping it into some of their drip sequences. They're putting it into relevant places around their website, putting the right episodes in the hands of the sales people to use the sales enablement content, and integrating it into their blog posts in the right places so that that SEO traffic they have coming in all the time.
00:31:37
Speaker
is getting exposed to the podcast. So when you go and integrate a channel like a podcast into all your other channels and sprinkle it wherever it makes sense, you're not just ramming it into things, but it's providing more context to a lot of different places. You're essentially putting a lot of the growth on autopilot, right? You're putting it out in places, especially those evergreen places, those drip sequences that go for a while. You just get to see a trickle from all of those things and all together can lead to some substantial audience.
00:32:08
Speaker
So that was my biggest takeaway. Get the most out of what you already have. Repurpose your content. Repost your content and better integrate it into your other owned media assets.