How to Create EFFECTIVE Podcast Content – Make your podcast WORK for YOU! | Donald Fittsgill Jr | Skillshare

How to Create EFFECTIVE Podcast Content – Make your podcast WORK for YOU!

Donald Fittsgill Jr, Podcast Doc | www.podcastdoc.com

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5 Lessons (13m)
    • 1. Enroll Now

      1:03
    • 2. Marketing Sales Process

      2:46
    • 3. Structuring Your Podcast Content

      4:25
    • 4. Determining The Customer Phase Of The Sales Funnel

      4:25
    • 5. Summary

      0:37

About This Class

 Creating EFFECTIVE Podcast Content –SIMPLE MARKETING TIPS to create EFFECTIVE Content!

Starting a podcast is easy…Creating effective content for your podcast is a different story. Many podcasters have no idea what types of content they should be providing on their podcast. If this sounds like you, then you’ve come to the right place.

We're going to discuss the following:

  • The Marketing Sales Process(The Sales Funnel)
  • How to Structure Your Podcast Content
  • How to Determine Which Phase Of The Sales Funnel Your Customer Is In

In this course, I’m going to show you to structure your content to help you reach your business goals. I'm going to show you how to make your podcast work for you!

This course is about giving you a winning formula to structure your content. I’m not here to tell you exactly what to say and how to say it. I’m here to teach you how to stop wasting your time with your podcast and start making your podcast work for you. Trust me, if you have a podcast, you’ll be glad you took this course.

See you inside.

Podcast Doc

Transcripts

1. Enroll Now: starting a podcast is easy. Creating effective contents for your podcast is a different story. Many podcasters have no idea what types of content they should be providing on their podcast. If this sounds like you, then you've come to the right place in this course. I'm going to show you how to structure your content to help you reach your business. Goals were going to discuss the marketing sales process. Then we're going to look at how that basic sales process relates to the structure of your content. Finally, we're going to see how we can use both of these techniques to help us determine our content . This course is about giving you a winning formula to structure your content. I'm not here to tell you exactly what to say and how to say it. I'm here to teach you how to stop wasting your time with your podcast and start making your podcast work for you. Trust me. If you have a podcast, you'll be glad you took this course. So, without further ado, let school 2. Marketing Sales Process: no matter what type of business you have, your marketing efforts could be improved by understanding the sales process, also known as the sales funnel A Cells funnel is the path that consumers take on the way to buying your product or service on the Internet. You can find a lot of different examples of cells funnels, but for purposes of creating our podcast content, we're going to focus on these three areas. Awareness, consideration, acquisition. This is the path that someone takes, who purchases your product or service. First, they become aware of you when your product or service. Then they give you consideration. Then they purchase. Let's look at this a little closer awareness. When I was in high school, I remember watching a NASCAR race with my father. During this one race. This announcer mentioned that the driver, Ricky Rudd's main sponsor, was tied and that tied spent millions and millions of dollars to put their logo right on the top of Ricky Rudd's car. I remember my dad looked at me and said, I am working in the wrong business. Honestly, neither one of us understood why Tied would pay so much to put their logo on top of a car that goes around and around a race track. Now Tide is owned by mega giant company Procter and Gamble, and what Procter and Gamble understood that my dad and I didn't was that awareness is the first part of the sales process, and the more people you can make aware of your product or service, the more people that will ultimately become customers consideration. This is the part of the sales process where the customer is already aware of your products and services, but now they're trying to determine if your product or service is for them. This means that the customer will do research into your product or service and compare your product or service against competitors during the consideration phase. Your company really needs to sell your value to the customer acquisition. This is the part of the sales process where potential customers become customers. This is where we ask for the lead, app, download, purchase or whatever it is you are trying to bring your customer to. This is the part of the sales process where the ask occurs. This is also the part of the process that many businesses focused too much on while neglecting the other areas of the sales process. It's worth noting that there are many different theories on the sales process, and with most of those theories, the sales process doesn't end once the cell is made, but for purposes of this course were only going to look the three main areas of the sales process awareness, consideration and acquisition. 3. Structuring Your Podcast Content: now that we've discussed the sales process and looked at a basic cells funnel, let's look at what this means for your podcast content. What types of content should we be creating for potential customers in the awareness phase of the sales process? When potential customers air in the awareness phase of the sales process, you should be creating podcast content that makes people aware of your company and your company's products or services. For example, let's say that you have a pizza restaurant that you want to start a podcast for. Let's assume that your restaurant is brand new and doesn't have a social media following. Yet. What types of content could you make To help bring awareness to your restaurant? You could do a podcast on how you got into the pizza restaurant business. Maybe talk about your personal journey or how you first worked at a pizza restaurant when you were 16. And that's where your love of pizza making began. You could talk about your company's volunteer efforts around the city. You could talk about literally, anything that is both informative about your business and entertaining. No matter what phase of the sales process, your customers air in you must at least attempt to be entertaining. This includes your podcast title and podcast show notes. So what types of content should we be creating for potential customers in the consideration phase of the sales process? When potential customers Aaron the consideration phase of the sales process, you should be creating podcast content that shows your company's value. You want to bring content that helps these potential customers turn into actual customers. Looking back at our pizza restaurants, how can we show value with our content? You could talk about your competitive advantage in your podcast. Let's say you have a special oven that you use that makes the pizza crust perfect. You could have a podcast on your special oven. Let's say you get all of your toppings, meats and vegetables from local farmers. You could talk about that. You could talk about your reviews from customers and food critics. In this phase, you should have podcast content that is focused on showing your value and how that value separates you from your competition. So what types of content should we be creating for potential customers in the acquisition phase of the sales process? When potential customers. Aaron, the acquisition phase of the sales process. You should be creating podcast content focused on converting, being someone that works a lot with business podcasters, I can tell you that this is the area that most business podcasters are very familiar with, mainly because they've designed virtually all of their podcast to be converting, which, as I discussed earlier, is great for this phase, but not very effective in other phases of the sales process. Let's look at this a little closer. Looking back at our pizza restaurants, we could now start focusing on content to bring people directly to our store. Now, because we don't want our podcast to turn into a full scale infomercial, it's good to bring the same types of content that you would bring in the consideration phase. The only difference is that now we want to add in our call to action statements. So in our podcast, where we're talking about our special oven, maybe you could also tell listeners to come out and check it out in person and see what it can do. You can mention that a special deal is happening on Lee this week. You could have a special deal with the secrets word based coupon that gives listeners some type of discounts. You could say for this week and this week only any listener that comes into our store and says, Show me the oven, please gets a free pizza when they purchase $15 or more. This not only will create a reason for them to come, but if your secret word based coupon changes from week to week, then it will give them a reason to come back to your podcast and ultimately, your store. This will create sales and loyalty all at once. That is assuming that your pizzas worth coming back to. So as you can see the phase of the sales funnel that your customers, Aaron will dictate the type of content that you should be putting out as a podcaster. This is how you create effective content. Every business podcasters should desire toe have an effective podcast. Otherwise, it's just a waste of time. Now the real question is how do we determine which phase our listeners air in 4. Determining The Customer Phase Of The Sales Funnel: Okay, now that we've talked about the sales process, a k a. The cells funnel and we talked about what types of content we should be providing for listeners, depending on where they are in the sales funnel. The thing we should talk about now is how to determine where our listeners are in the cells funnel. Now there's a few ways to do this. We can use an educated guess, or we can use analytics. Let's take a look. Now let's say that you have a new business with little to no social media following and you want to start a podcast. Obviously, in this case, since you were brand new, your constant will need to be focused more on the awareness phase of the sales process. Your goal should be simple. Inform and entertain. Don't even try to sell. Now let's say that you have an established business with some social media following and you want to start a podcast. Let's also assume that you reach out to your social media followers and ask them to subscribe to your podcast. Depending on what you sail and how it's being tracked. You may or may not know if these followers, our customers or not. But since they are already followers, we can have some certainty that they are already aware of who we are. In this case, I would recommend a merged funnel content approach. Now, before I continue, I want to talk about this for a moment. This merged funnel contents approach is a method I recommend to all business podcasters. If they are not brand new brand new businesses should focus solely on content that brings awareness In this merged funnel content approach, we're going to create content that focuses on awareness, consideration and acquisition. The key to this type of approach is how you distribute your content across the different phases of the sales funnel. OK, now back to our example. When we look at this established business with some social media following, we can assume that these original listeners that we have invited to subscribe to our podcast, or either in the consideration face or acquisition phase so I would recommend emerged funnel content approach that is 10% awareness, 45% consideration and 45% acquisition. These numbers are obviously uneducated guests, but they are a great starting point for a business in this scenario, let's look at another scenario. My guess is that many of you out there will fall into this scenario. So listen closely. Let's say that you have a business that has been around for a few years and you have a podcast that's been around Justus long. But you can't seem to pull any value from your efforts. Now would be a great time to visit your podcast Analytics from your podcast hosting site. Your podcast hosting site is the cyber storage location where your podcast is housed. Places like Soundcloud Blueberry pot being are considered podcast hosts, most podcast hosting sites, air going to offer you some type of analytics on your podcasts. They normally indicates who was listening, what they listen to, where the listen came from, how long they listened and if it was downloaded and so on and so on. All of this data as important. But for purposes of this course, we only want to focus on who was listening. What we're trying to determine is if most of our listens come from new listeners or repeat listeners. If you notice across each episode that you were getting more new listeners as opposed to repeat listeners. Then you should probably change up your content to make Mawr awareness type of content. If you had 80% new listeners and 20% repeat listeners, then I would suggest a constant approach that is, 80% awareness, 10% consideration and 10% acquisition if you notice across each episode that you were getting a lot of repeat listeners. But maybe those listeners aren't quite reacting the way that you think they should. Then maybe you should focus more on your acquisition content. These listeners are slowly working their way through the sales funnel, and it's up to you to help them down. Like a lot of things in marketing. Determining where the listeners are in the sales funnel can sometimes be a game of trial and error. My advice is to start off with common sense plan like the one we've discussed and then make changes is necessary 5. Summary: Congratulations. You have completed this course, Great job. In this course, you've learned about the different phases of the sales, funnel, awareness, consideration and acquisition. You've also learned what types of content you should be creating for customers in each part of the cells. Funnel. Finally, we talked about how to determine which phase of the sales funnel the customer was in and why it is important to use emerged Funnel contents approach If you are not a brand new business, thanks again for completing this course. If you like this course, please check out my other courses. Good luck to you till next time.