Tom Hazzard – President of Brandcasters Inc. a company that helps experts broadcast their message in the most effective way so that they can bring their message to the world and reaches a larger audience and customers that convert. He is also a podcast host and genius at content conversion.
Tom Hazzard helps entrepreneurs, authors & experts’ major publications, sports stars, and entrepreneurial influencers broadcast their original message via a podcast platform. Tom provides businesses of all sizes a system to spread their marketing message, grow a valuable audience, and diversify into high-converting revenue streams without a lot of time, cost or effort.
Tom is also Co-owner & Founder of The Content Converter | Podcast Start Point and also Co-owner of Hazz Design Inc. He is an inventor and highly successful product designer, Tom has been rethinking brand innovation to design in success. Tom is podcast co-host for Feed Your Brand, Product Launch Hazzard’s & WTFFF?! 3D Printing.
He has earned a BFA from Rhode Island School of Design in Industrial Design/Furniture. He and his partner Tracy Hazzard have taken their degree to a whole new level with their outstanding inventiveness and imagination.
Hello and welcome to the Dr. Nilda Business Foresight Show. Today I am very excited to have with us, Tom Hazzard. Tom Hazzard is the president of Brand Casters Inc. What they do is help broadcast people’s messages in the most effective way so that they can bring their message to the world and reach a larger audience. Also, so that they can convert customers. They help entrepreneurs, authors, experts, major publications, sports stars, and entrepreneurial influencers broadcast their original Message. Tom provides businesses of all sizes to a system to spread their marketing message, to grow their valuable audience, and diversity into high converting revenue streams without a lot of time cost or effort. He is an inventor of a highly successful product design. Tom has been rethinking brand innovation into design and success. He also has his own podcast and he’s a co-host for Feed Your Brand Product Launch Hazzards and What The TFFFF?! 3D Printing. So, I’m really happy to have you here. You know that I love innovation, anything that’s creative, new, and cutting edge. You’re putting all of that on the table so, I’m really excited to have you here.
Thanks so much. Thank you very happy to be here.
So, where do we start? You have this awesome business where you teach people more than just podcasting because in my conversations with you it’s so much more than that. Anybody can start a podcast but you teach them how to monetize that podcast. You teach people how to take that, leverage it, and actually create a customer base.
That’s right. It doesn’t even have to be a podcast it can also be a video just like you’re doing now. The reality is that today on the internet there are more than a billion websites out there and growing. There’s actually a place you can go on the internet and google how many websites are on the internet. You’ll get to a website that is counting new websites every second. Everybody in business thinks well you got to have a website and that’s true you do but imagine trying to climb to the top of rankings of a billion websites. There’s a lot of competition out there.
It sure is. My next question is well isn’t SEO supposed to be “all the rage” and if you have good enough SEO your website will rank?
Well, it’s really not that way anymore now. SEO is still a thing and it’s still very important but it’s different than it used to be. Ten years ago, you could make sure that your web pages were configured a certain way and that all the headers of all the pages are configured a certain way. There were there were things that someone with knowledge could do to your website sort of behind the scenes and maybe a little bit you would notice if they made some changes. Then your website would rank higher on search engines and okay that was fine. Still today I don’t think a day goes by that I don’t get an email from some company somewhere in the world offering to provide an SEO service to get my said website to rank and I don’t believe them. I don’t know if anybody believes them because they get so many of them every day how can they all be right? I don’t know to me I think that it’s been oversold but really what is it that can help you rank above the billions of other websites? It does come down to website content and what I mean is mostly written content on your website. The more original written content you have that’s what Google is looking for. This is no secret I’m not the only person that knows this, you can read a lot of other articles out there that point to this but, every day Google has what they call spiders. Which are programs that are looking through every web site on the Internet on a weekly basis at least and they’re looking for what’s new. Is there new content being created here on a regular basis? Is that content original and how long is that content? Is it just a simple summary post referencing something else or is it a real significant piece of informative original content? When Google finds this original content, it says okay it’s being created regularly this website deserves to come up higher in the search engine. The actual particular posts, these are blog posts I am talking about here primarily, deserve to be ranked higher in a search on all these different keywords and any keyword phrases (such as single words). You can’t game the system you can understand what Google’s looking for and then work to provide what they’re looking for but it’s not it’s not like a trick. It’s not something you just have to configure to your website. You need to on a regular basis, if you want to outrank other sites get more organic traffic to your site, you have to be creating a very large amount of written content on a regular basis. What we say is consistent and constant.
One of the things I remember hearing a few years back was when you have those articles, I’m a writer and I love to write but the truth of the matter is in the interest of time it’s very difficult. Nevertheless, one of the things that I was always told is that I should keep my blog posts anywhere between 300 and 500 words. 500 being Max and if I went to 550 I was really pushing the envelope. You’re saying that’s not true?
That’s not true anymore. It may have been true at one point in the history of the internet or in the history of what Google was looking for and optimizing things for but, it’s definitely changed. It will continue to change. Right now, as we understand it the optimum length of a blog post is in the 12 to 1500-word range. Now there are exceptions to this. My business partner Tracy is an INC columnist and she is limited. INC really tells their authors keep your blog posts to like 650 words or less just for the what they want for their site. For whatever their purposes are.
And their audience. I know they do a lot of beta testing and they probably have found that anything longer than that people do not really engage. So, I guess in the interest of keeping their audience engaged that’s why it is 650 words. They have a lot of blogs they can keep people on their site for hours on end at least.
That’s true they can. I think there’s a big difference and I want to make a distinction here between the optimum length of a blog post to keep someone engaged (who just happens to find that post through let’s say a Google search) or what is going to be most effective to raising awareness for you, your brand, your website, and your content. Those are two very different things.
Please explain their distinction between one and the other.
Sure, so what we do at Bran Casters is we do typically use other podcasting or video as a tool to create the content. You’re a writer you understand it takes you probably several hours to write a decent blog post of just thinking, typing, and revising. I think for people that are not writers it can take a lot longer. It can take five or six hours. I’ve heard people saying they’re spending several days writing a blog post. So, you can see how if you want to create at least one new post every week for a lot of people it would take 20%-25% of their time to do that. It’s very hard to justify spending that much time writing a blog post so, what we do is we teach and we advocate to speak your way to a blog post. It is either by recording videos like you and I are now or recording audio in the form of a podcast. Even if you’re going to record video I’m going to suggest you repurpose that as a podcast because that’s just another channel you can distribute it on and reach more people. Then what we do is we convert that spoken content into a written blog post. We at Brand Casters Inc have a proprietary process. We have employees that we have hired and trained over a very long period of time to transcribe, proof, and edit those audio recordings. They then create a written blog post that’s very powerful and here’s where the big distinction is going to come in. When you record let’s say a 20-minute podcast that is going to be probably around a 4000-word blog post at the end of the day. If you go on and record 45 minutes to an hour you can have a 10 or 12 thousand-word blog post which I’m sure a lot of people listening to us now would think wow who’s ever going to read through 10,000 words or more in a blog post? I don’t have time for that. That may be but that’s not the point of it. The point is Google will go and find that new content every week you create it they will find that 10,000-word blog post. There will be a main what we call focus keyword phrase that’s the main point of the post. Then all those 10,000 other words are going to be thousands of other keyword phrases that Google will read. That’s all we’re caring about Google’s read and Google will cross-reference, what they call index, all those different sub keywords or other keyword phrases with the main keyword phrase. When you do this consistently at least one post a week. I’ll tell you when people are starting a new marketing effort or a new business we recommend people do four or five pieces of content a week. We did that for ourselves. There are many tools you can analyze your own website with but you can see month over month and even week over week how many new keyword phrases you are ranking on. It will start to climb north very quickly when you do this.
So, what you’re saying is that the purpose of having long blogs is not necessarily for people to read but it’s mostly for Google to be able to rank your site high? Rather than having to on a regular basis, and you recommend in the beginning several times a week, write anywhere between a thousand and twelve thousand words in an article do that through podcasting.
Correct and it still is a very well-written blog post that is an article that someone could read if they want to. If they’re really interested in the subject maybe they will but yes that’s not the point. The blog post serves several purposes. First, as a supplement to your podcast especially if it is an audio podcast/audio recording because people listen to you on the podcast while they’re driving. Even if they play it on their computer and they could be looking at something it’s playing in the background and they’re doing something else. But at some point, especially if they’re commuting to work you’re going to talk about something visual or you’re going to talk about a website that they might want to visit and they need a place to go to see a picture or something. Or, you’re talking about maybe looking at a video clip of something or to get links that you talked about. So, they will come to your website and that blog post to do that so it’s a supplement to the audio or video recording number one. Then, more importantly, podcasting has gotten very popular. It continues to get more popular in fact there are some new numbers that just came out two weeks ago, by Edison research that more than 21 percent of Americans are listening to podcasts on a regular weekly basis. That’s up from 17% in 2016 and they’re listening to on average about five podcasts regularly that they are wanting to hear.
The thing is also that they can even listen to podcast in their car because today a lot of the new cars give you that that capability. So, people are opting to listen to podcasts, learning things through podcasts, or whatever their interest is while they’re driving. You really have a captive audience.
You really do and people have been listening to podcasts in the car for a long time but they’ve had to use their own device and you’re right now the automakers have included a podcast button. Starting in 2016 with most new cars and in fact, I have a relative who has had a 2012 Dodge Charger. He sent me a picture recently of his dashboard and his software was updated on the vehicle when it was serviced and now they added podcast functionality to his older car. So, yes, it’s gotten incredibly popular and it continues to grow so there is a very big market of podcast listeners out there.
Now you talk about repurposing content. How does that look on Google when you have somebody like me who has the video show, the podcast, and then I’m going to take that same identical information and it’s going to be translated. Isn’t that like an overkill of the content?
Not at all it’s not overkill in fact Google is looking for the written content first. They do want to see what I describe as a well-rounded assortment of content on your site. They want to see there are some videos there, they’d like to see there’s images there and to the extent that those can be original that don’t exist elsewhere on the internet that’s also a plus. But, the written content they really want to see first. Here’s also the wonderful thing about Google, this is not new although not many people know it but, back in 2009 Google’s algorithms, that are crawling through your site looking at your content analyzing all those words, gained the ability to tell when they’re looking through a post if that post was created by somebody thinking and typing versus somebody speaking. It can tell because of the words and the order of words that that written content came from human speech.
Really? That’s crazy.
It is crazy but when you think about it, it makes sense because as we talk like this we’re not speaking in perfect sentences or proper grammar. There are ways that it can tell but the real wonderful thing about that is Google ranks posts that come from human speech higher than posts that come from written. This is nothing against good quality writers on this earth or real authors. Because I have a few clients that are real authors and they’re very picky. They don’t like sometimes these blog posts that have come from their podcast because they want proper grammar and proper English. I always tell them we don’t want to change that too much. We do edit it we get rid of repetitive things or unnecessary things but we want Google to realize that it came from human speech because it’s going to rank higher. When someone like you, you’re all about futurism forward-looking things, so if somebody Google’s on innovation of the future or whatever it might be you may have a post that is perfect for that. You may have many posts that are ideal for that search and they’re going to come up on Google. If all your posts were from a standard thinking writing process that people are taught in school when they learn about writing, your posts would not rank as high on Google’s search order than somebody who was talking about it in a podcast and converted that into writing. Theirs would come up higher because it values the human speech more.
Okay so here’s another question. I’m going to take my podcast, we’re going to get it translated, and we’re going to put it up. It’s going to say Tom said bla bla bla and Dr. Nilda said bla bla bla. How is it going to read?
That’s sort of the rookie way to do it. It can be it can be done that way and an in podcasting the sort of old school way to do it is you created a podcast. You’re trying to build what is equivalent of a radio audience but it’s not limited by geography because your antenna only reaches in Greater Los Angeles or Greater New York or whatever. You don’t have to have a network of radio stations. Podcasting is global so, instantly when you publish a podcast you can reach anybody in the world who’s looking for a podcast which is a wonderful thing. You used to be trying to only build that audio audience. Yeah, most people had a website and they would have a blog post for each episode but really it was only a very short blog post, a hundred or 200 words at most, that just gave you a quick little summary paragraph about the episode. It maybe had a couple of links but other than that it was directing you to iTunes to go listen to subscribe or something like that. That’s the old-school way to do it where you’re staying sort of within the podcasting bubble which is admittedly a big and growing bubble. It’s a great thing to build a podcast audience no question it’s very powerful and we should talk about some of the power of the audio message before we’re done today. The real benefit today in the modern Internet is to rank on Google. You want people to find you.
Unless you already know you want to listen to a podcast on something and you go into iTunes or Stitcher to search for a podcast where is somebody going to go to type in what they’re looking for? Google. So, that’s where everyone’s going to go first.
Whether on your phone, your computer, or your iPad Google is the first place you go. Actually, the only place you go.
It really has become the only place you go. There are other search engines but Google by far is the very biggest at least in most of the world. I think in China it may not be but that’s a whole other market. That’s a whole other thing I don’t want to go off. In the English-speaking world, which I think we can fairly say is what we’re talking about here.
The English-speaking world has become quite global it is the language of business.
Yes, right and it is and in fact on our podcast, we have listeners all over the world. In fact, one of our larger audiences is in Brazil. Why? I don’t really know but we have listeners all over the world on our shows but, people will go to google and type it in. So, what you want to do is to be seen where people are looking for things first and that’s what these do. So, your questions on the transcript and here I got off on a tangent, in addition to that this was my point of why I got onto that little summary blog post. Usually, they would also make a transcript of the podcast downloadable as a PDF in that little blog post. Remember the old-school way, quick summary paragraph and some links direct you to iTunes and, I missed this part, they would also have a transcript which would be much like what you’re talking about. Dr. Nilda: said this. Tom: said that. It’s really hard to read and I don’t know how many people actually read those. They may have downloaded them for a certain purpose usually isn’t just for reading the whole thing. It really did nothing for you in terms of casting a wider net on the internet for people to find you. It did not have any Google ranking value as a downloadable PDF. Google’s search algorithms and spiders don’t go through that PDF looking at what’s in there. They see there’s a downloadable PDF and maybe that has a little point for something but it wasn’t doing a whole lot. What we recommend and what we do for ourselves and for our clients is to take that transcription make it very easy to read. It’s got to be 90 to 95 percent what’s actually spoken. It will be edited a little bit to clean it up and we don’t do the Dr. Nilda: and then Tom:. No, we put the host in bold type and the guest in normal type. It’s edited and made easy to read. It flows well and it’s a little more prose edited put into there but, it still has the essence of the original speech so it becomes really easy on the eyes. It’s like you are a part of this conversation that happened between two people if you weren’t able to listen to the show, you don’t want to listen to it for a reason, or you just want to see what are the images related to it. People will go through these posts and read 10% of it maybe some people may read more like I said earlier it’s good it’s a supplement to the audio or the video show. Even when I do it I put in a track player of the podcast so you can be listening to it. You go to the blog post and when somebody finds it on Google they say oh I want to know more about what this post is saying about innovation of the future or whatever. They click on that post they go to the hosts website and right at the top under the summary is a place you can play the podcast. There you don’t have to go to iTunes and subscribe if you don’t want to so, you can listen and then be scrolling through all the written text of it looking at the relevant images and have the full experience in one place.
I love it. How do small businesses use their podcast? If I’m hearing you correctly if you have a live show you should translate that into a podcast. Then that should be translated also into a blog post. It’s like a sponge trying to get all the juice out of that one piece of content.
That’s exactly right. Whether you’re creating an original video or an audio if you don’t convert that into other forms and publish it every way possible then you’re leaving money on the table. Whether it’s literal money or in terms of monetization for your website that’s not benefiting from as much traffic as you could get. You’re not growing your reach and an audience as much as you could be you. You’re not taking full advantage of the time and effort you spent making that original content in the first place.
What this does for small businesses or individuals is it helps them stand out in this overloaded media. The reality is that there seems to be an oversaturation of everything like a podcast and oversaturation of blog posts. You’re spending this time doing this but is this really positioning you to stand out?
It really does and again it all comes it all comes back to Google and that’s how you’re standing out. When people are going to Google to search first if you don’t have written content on your site that is going to be provided to people that search they’re not going to know about you. Here’s an important thing that will help illustrate this point; the average website, of those 1 billion websites on the internet, ranks on 64 keyword phrases. The average website on 64 keyword phrases which is very low. Websites that use this process rank on tens of thousands of keyword phrases and it continues to grow. People may think oh I’m going to create this content. Google’s going to analyze it and index it. Let’s say they find 50 keyword phrases in that post that they’ll increase me on but that’s all I am going to get out of it. That’s actually not true. Here’s a stat that’ll blow your mind. Every single day 25 percent of the things that people type into the Google search bar Google has never seen before. When you think about it our information keeps exploding and this is a very real stat. You might think how is that possible how are there those many more words and word combinations people could be entering. Well they’re there are and you have to keep in mind people also enter in very bad grammar. They enter in misspelled words and even misspelled words get ranked and indexed. So, we have new words and new phrases being created all the time. 25 percent of everything Google sees every day it’s never seen before. What is it going to do when it has this type of a keyword phrase someone types in? It’s going to send it somewhere. It’s not going to not give you any results it’s going to give you the most relevant results it has or it knows of. That means every day there are 25% of new keyword terms being typed into Google that could be being directed to your website. If you don’t have content that’s been indexed on other keyword phrases it won’t point new words to you either. I mean you continue to build on this with 25 percent of the words being typed in new every day. There’s always new keywords that are being pointed to certain content on certain websites and you can be one of them. That’s why it continues to pay dividends down the road.
Wow this is great information. So, this is how you stand out. These are the things that you do to stand out. So, your recommendation is that people have this podcast, video podcast, etc. and translate it. How long does this take? I know from my perspective I comb the earth for the best guests that are going to be the perfect match for my show. I’m very cognizant of what I’m bringing my audience so that’s one job. Then actually scheduling them and making sure that we have covered the things that I want to get from you and that you want to get from the show. That’s one thing. Now once this is over I have to translate it and then make sure that the keywords are there. That’s a lot of work.
It certainly can be a lot if you’re trying to do it all yourself. If you’re creating four or five new pieces of content every week that would probably be a full-time job for you
Alone. If you’re a solopreneur or an up-and-coming business owner, you probably can’t afford to spend that much time. Most people start out that way. They think oh I can do it myself it won’t be that hard so, they start and I was one of those to. I mean four years ago, I thought wow I was doing all this reading. I thought well maybe podcasting is a good way for me to build an audience in an area that I wanted to establish my expertise in. It wasn’t actually about podcasting and content it was about something else. I read 20 different books about podcasting. I watched about 50 or 60 different videos about how to podcast and read a ton of blog posts about it. There’s a lot of content out there about podcasting in and of itself. We don’t really call what we do podcasting we call it brand casting because we don’t do just the podcast editing, production, and publication because like I said you’re leaving money on the table. There’s so much more than that in fact, by the time we’re done with it podcasting is maybe 20% of the work that we do. The rest is everything else but it’s an easy way to create the content. If somebody starting out is just wanting to create content and they’re think I need to write all this stuff I would definitely say record it. Then have that transcribed because that’s going to be a lot faster than just thinking and writing it. If you were to do all the research and do it all yourself then yes, there’s that laundry list of things you need to do. I don’t really recommend that. So, what are your options? What I recommend is you do the most important part that requires you. You’re an expert in something? You have a talent in a certain area? You have an area of interest that you could speak for hours on end on? Do that and break it down into subjects. Podcast’s average length maybe about a half an hour but anywhere from a half an hour to an hour is pretty typical. Break it down into subjects that you can talk about in that period of time or interview guests where you can conduct the complete interview in usually under an hour. Then that’s it and leave the rest to somebody else. Now there is a cost to doing that and then maybe your business already has an administrative assistant or support staff. You could hire a new VA to do it. When you do a video there’s actually a little-known secret and tip that if you let’s say record everything as a video and put it up on YouTube which is not a bad thing to do. Putting it up on YouTube is a good way to reach a certain market of people and YouTube will actually create a transcript of your video that you can download after a certain period of time. Now it’s not done by a person it’s done by a computer program and it usually requires a lot of cleanup and that could take you a lot of time as well. If you are willing to live with the quality of that transcript and make that the basis of your blog post well they’ll create it for you. It doesn’t cost anything in a podcast there are companies that will do a software transcription of your episode and again we find the quality is not acceptable for the quality level that we’re willing to accept. Maybe early on when you know as much budget that’s a compromise you need to make and you can do that. So, there’s a way you can get content created and put it up on your site. Another thing that Google and other programs that analyze blog posts will do is tell you how well-written is that post. Is it easy to read? Is it difficult to read? With those computers or software transcriptions may not be very well done so we recommend an actual human being does it. Whether you hire a service that has human people that transcribe things or you have an assistant that can do it or you even do it yourself there are certainly a lot of options out there. We ended up building a whole company around this whole idea because once we did it we created a system to do it for our own podcasts. Then people we would meet in business who learn what we’re doing say hey I could use that could you do that for me? Oh, I need that can I get in on that? So, it ended up sort of growing organically and over a couple of years we ended up building into a whole new company with its own employees. The benefit of doing something like that is you have people. If you use our service or I don’t know that anybody does it quite like we do but there are other services out there if you use a service they’re trained and they know what they’re doing. They’re doing it every day it’s their primary job it’s not something on the side of what they’re doing. As things change with what Google is looking for we’re on top of that. As things change in the world of Apple and podcasts we’re on top of that. Also, having somebody who transcribed your stuff on a regular basis who knows you does a better job of transcribing you. Maybe you have a certain accent or you have certain phrases you say. A third-party transcription service on the Internet, I’ll give you one it’s called Voice Base (voicebase.com). That’s one you can just upload any audio file and you can order either a software transcription or a human transcription. I guarantee you every time you upload one a different person is doing it even if you get the human transcribed one. There are going to be different kinds of mistakes every time you do it because that person doesn’t know you. They’re not used to you so, there are pros and cons. It may be cheaper on the one hand but how much time are you going to spend correcting their work before you post it? Then there is even posting it. What we do for our clients is we don’t just give you a transcription and say here go create your own post. No. We get login credentials to your site and put up the blog post. We compose it for you, add all the images, all the links, and all those things. So, when you talk about not having enough time in the day because you’re focusing on building whatever your core business is leaving these things to someone else makes a lot of sense.
Now you also say that they’re predictable ways to rise above the crowd in the competition and to reach an audience that will actually convert. You’re saying that we can do this through what we’re talking about here. Tell me a little bit more about that.
Sure, well let’s talk about the predictable nature of it. Conventional thinking would suggest that if you have a new podcast, you’re creating all this new content, or you want people to find out about your site you’ve got to do some marketing. You’ve got to put the word out that this information is there that people could come and get. Usually, marketing comes at a cost. Today one of the most effective marketing methods would be either advertising on something like LinkedIn, Facebook, or one of the modern social media or business networking platforms. Let’s just take Facebook for now. Facebook, you can dial into any demographic you want. Put an ad out there and say I want it to be seen by people that are 21 to 29 years old are in this geographic area, make this kind of money, and have interests in these different things. I mean you can dial it in so deeply but there’s still a risk and an unknown. Are those people going to respond to the ad that you write and put out there? The information, whether it’s video or visual or the words, are you picking the right words? Are they going to find it? Are they going to respond to it? Are they going to respond to it and are they interested in what you really are offering them? Until you do it and have traction and results which will cost you tens of thousands of dollars maybe many times over to test and figure out. What I’m saying is this is unpredictable by a large degree until you have certain mileage under your belt of doing this where you have a pretty good sense because of results or lack of results what’s going to work. That is unpredictable. What is predictable? What’s predictable is people are going to go to Google first and type in things they’re looking for regardless of what you say or how you say it. If you have those keywords on your posts that you know Google has found and indexed they do this. I mean this happens on established websites that we work with within two weeks if somebody types into Google the keywords that are closely related to what we put up a post about that post will come up on the first page of Google search. Maybe not the very top maybe towards the lower end of that first page of Google search but we’ve seen this happen repeatedly so Google doesn’t discriminate. They don’t care how you said it, the way you said it, how it looked, or how interesting it really is. All they care about are the words. They’re going to connect the dots between those people searching on Google your site this is predictable.
Let me ask a question. I’m a foresight strategist my whole thing is the future and I’m always looking for people who are doing things that are innovative. Before I even start a podcast should I be looking for those words? Should I be stating those words throughout my blog or my podcast so that they come? I mean how exactly would I do that? What would I be ranked for?
That’s a very good question and there’s a couple of parts to it. I would say first I’m sure you, I know, and other experts in their areas of expertise out there have a point of view. They have to have expertise. They have information to share and the first step would just start creating that content. Start talking about what you know giving that information openly and freely. In creating that content, it will benefit you tremendously now after you’ve been doing it for quite a while. You can start to analyze and see how many keywords you’re continuing to increase ranking for over time how your site traffic increases over time. You can start to get to be a little more surgical in how you’re creating these posts. There are tools that are free and available that you can use. The most important one I would say is the Google Adwords Keyword Planner. Usually, this is used as a tool to decide what kind of an ad you might want to structure and to sort of fish where the fish are. It can be used for creating content as well so, you can type in what you think is a good keyword phrase that you may want to base a post around. It’ll tell you how many people searched for that keyword phrase in the last 30 days. It’ll also tell you how much Google is paying per click for advertisers who want to be seen to people typing that word. You can assess both how many people are looking on that and then what the value is. Then it’ll also give you the next 100, it may even be more but last I remember the next 100 keyword terms that the people who typed in that first term also typed into Google that same month. Then that’s called relevance so you can use these tools and others. There’s another called Buzzsumo and there are lots of tools on the internet that you can try to analyze the value of not only a single keyword phrase but the next five or six that are closely related to it. Then use that to create what we call a keyword silo so that is five or six, it can be four but, generally, five or six keyword phrases that are related to each other and together they’ll have a lot of Google power if your post is indexed for them. If you do this research ahead of time before you record your video or record your podcast, by the way, we never recommend scripting what you talk about it needs to be very real and authentic. You can have an outline so, in your outline, you have the main keyword and these other relevant keywords. You have them there and as a podcast host it becomes almost like a little game that is like ok I got to work each of these words or these phrases of words into my post. It’s also good to work them in many times not just once. You want to work them in as many times as you can because a, especially with the main keyword, frequency of it existing in the post helps. You just check it off every time you talk about it and if you’re getting two-thirds of the way through your post and you haven’t worked it in you work it in. There’s real like I would say authentic ways to work it in that doesn’t have to be contrived but working them in as long as you speak them they’ll be transcribed. They’ll exist in writing in that post you’ll get indexed for them and then this increases the power of your site. You can do that research yourself on these keywords but companies like ours, I assume others must do it too, you can also pay us to give four episodes over the course of the month a keyword silo of terms that are relevant in your field. If you have ideas, you want to do a post that’s on the future of space travel or something you give us some direction we can go and look at keywords that are going to be in that area that you want to talk about. Then provide it to you.
In other words, there is a way it doesn’t have to be random? You can very creatively work your podcasts to also deliver your message?
Yes, you can.
Even when you have guests that are not doing specifically what you do but you can still be able to kind of thread that in.
You really can and you know there’s another thing you can do as you analyze your site traffic over time. The keywords you rank on you can see what are the most high-value keywords. So, the average Google pay-per-click amount of money last time I looked was around 64 65 cents pay per click which is pretty low. There are terms that I know our site ranks on that are paying nine, ten, and even $25 pay-per-click if somebody’s advertising for those keywords. That’s because there’s a high demand of people looking for information on those keywords but a small amount of content. Sites out there that are providing information relevant to those keywords when we find that, and we had this happen maybe six months ago, there were two keywords we were ranking on a little bit that were $25 pay-per-click. Our site does have advertising on it which is driving Google pay-per-click advertising to our website so we can make a lot more money if we create more on another post or more posts that talk about things that are relevant to those keywords. So, we wrote them down and we recorded another post put it out there.
Then we see not only our site traffic but our monetization rise over time by understanding what the high-value keywords are that people are looking for information on. Others are wanting to advertise to the people looking for that information.
Let me ask you a question Tom how innovative is this?
I think it’s quite innovative. I think only people really within Google and professionals that their business is website monetization really understand the value of this written original content. The great part about it is it’s not a trick. It’s not a configuration of your website that Google could change something about tomorrow and then your site won’t rank. This is not a trick it is not a shortcut. Regardless of what might be considered a more modern website, an older website or the configuration of things in the headers of your pages on your site which can change there was actually earlier in 2017. There was a Google slap. We refer to it as a Google slap because basically, they changed their algorithms of how they analyzed and ranked sites. A lot of sites got hurt in that and didn’t rank as high. Our sites did not and it’s because the value is in the original content. That is not going to change even if other aspects of the internet do change. If you have the original content you will continue to rank high, have more traffic, have more keywords directed to you, and have more opportunity to monetize that or just have those people know your message. You reach more people. One of the best examples of a website that uses this, has used the same process for many years, is WebMD. WebMD is the prototypical example of a website that is what we would call an authority site. They have built themselves as an authority in generally the medical space. What we’re suggesting, what we’re doing, what we’re teaching people to do, and doing for our clients is helping them build little authority sites of their own in their little niche of whatever profession they’re in. WebMD makes over five hundred million dollars a year and they don’t sell anything. All they’re doing is creating original written content and putting it on their site. Google is sending traffic there and that is monetized a number of different ways because of the volume of people visiting the site. They’ve been doing this for a long time and it continues to work and pay off so there’s a good example of the longevity of this process.
I have two last questions. One as you said you want to talk about the power of audio. I want to revisit that?
There is a reason why there are more and more podcast listeners. I think that is people really enjoy taking in new information through listening as opposed to reading. There’s a good example of this I mean not only have I experienced it just because I’m in the business but I’ll give you an example. Did you have another question?
Yeah because I’ll be honest I never realized it but, first of all I’m not an auditory learner. Podcasting doesn’t work so well for me so of course the whole world is like me, right? I always viewed radio and viewed podcasting as so old-school. My mom tells me when she was young, my mom is 86, she explains to me when she was a child they would sit by the radio. Everyone would listen to the radio and they would have these visual pictures. She said people were a lot more creative because they had to have this visual picture as they were listening. I did not realize it until my own podcast the power of podcasting.
There’s two ways that I can help illustrate the concept of the power. One is just I would say it’s a prime testimonial to it that I think that anybody can relate to. The other is through conversion from ads in podcasts. Let me talk about the first one first which is the testimonial. There is a very well-known modern-day author who is a Canadian named Malcolm Gladwell. I’m sure you’ve heard of him he is a real author of integrity and when he puts out a book it becomes a New York Times bestseller very quickly and organically. There are ways you can pay people who know how to game the system. You can pay companies that will get you on the New York Times bestseller list if you want to spend enough money to do it. That doesn’t necessarily mean you got there the original organic way of just a lot of people reading your book. Malcolm Gladwell gets there the original organic way. Well he started a podcast in late 2016 I believe and I’m trying to remember I know the name of his podcast it’ll come to me as we’re talking here. He has a podcast and he’s been interviewed on all sorts of shows. He was asked by a show host, “You’re an amazing author, incredibly successful, you write a book it becomes a best-seller, you make millions of dollars with it, so, why would you start a podcast? Isn’t that small-time?” It was sort of the way it was put to him. He said, “Well I’ll tell you people think with their eyes but they feel with their ears.” What he was saying there is so true. We’ve experienced it and seen it with show after show of podcasts that we either have been interviewed on. We’ve seen results of that, of how many people hear us on another podcast and then find us or how many people respond to calls to action from podcasts that we host or that we produce for others. It’s really true people listen to you on a podcast week after week they feel they know you and to an extent they do. If you’re being real, if you’re being authentic, and providing what I would call edutainment/valuable information for them. You also are pleasant to listen to they feel they know you so they respond in different ways and take action. The other part of this is advertising on podcasts. We have experienced on podcasts we produce that when there’s a call to action, and I’m talking about we’re speaking in the podcast and telling people, “Hey we’re offering you something as a listener of this show you have to go to this website landing page and provide your name and your email address. If you were to do that you will get either this information or product.” They don’t have to pay for it but they have to give up their information willingly so that it’s a lead generation. They’re going to be marketed to for something but when we’ve done that we’ve had a 37% conversion rate to those calls to action which is huge for an advertisement in any kind of media. The normal response to an advertisement can be a fraction of a percent. Podcasts are not what I would call general wide-ranging subjects. They’re usually of a focused area. Yours is looking at the future and innovation and all this. Others are a certain medical category and others might be a certain business topic. You’ve got a very focused audience that wants to hear what the host has to say. If you provide them relevant ads they respond. In fact, there’s another stat that came out from Edison research very recently that says that podcast listeners actually do not mind listening to ads. They are they are more receptive to ads more than 130 percent more than in other kinds of media. I mean this power of speaking to someone and of them listening to you. It’s significant and you need to be providing good value. If you do you’re going to get great results. You’re going to have not just followers but fans. Fans that if you’ve, I’ve done this my daughter is getting married soon and so we’ve had so much to do that we had to take a little hiatus on our podcast, been doing it several episodes a week for a couple of years and it has been a few weeks or months they start saying are you guys alright? It’s engagement with an audience on a different level. That’s why I do recommend that if you really do have you know expertise and talent and you want to expand your audience/you want to grow a following that is going to be meaningful to you in business and help you market and grow your business you really can’t pick one avenue or another. If you’re going to create content to provide to people you need to do all of it which is you’ve got to have some video. You got to have some audio. On can be your mainstay. You don’t have to produce a video every day. I actually find it’s much easier for most people to produce an audio program a podcast than it is a video. You don’t worry if your hair is done right, you don’t have to worry how you’re dressed because you’re not on video. I podcast at 11 o’clock at night after my younger kids are in bed and I’m in my pajamas and no one knows because it’s just me speaking. So, you have a lot more flexibility. You can do it in hotel rooms. You can do it all over the place. If you do it right it doesn’t have to take over your business. I mean I’ve did, and I still do actually but now it’s crossed a few shows, like five episodes a week. So, 20 a month but I do that in two days a month. I schedule it. I plan it. We have systems for helping training people how to do that. So, you scheduled guests all on one day and then you record your other ones. I mean I have guests at different times on that same day and you can plan your content for the next month. So, in two days a month we’re producing 20 of our own shows to be put out as podcasts and then we give it to our team to then put it out in the other forms of content. It pays tremendous dividends.
I’m so excited because I know that this is information that our audience really, I mean if you have a business or even if you’re thinking of having a business this is a great way to start. If you have a business, then this is also great marketing and it’s pretty much free because it really doesn’t cost much to have a podcast. So, a podcast whether you’re talking on this podcast for 30 minutes on a subject and your edutaining as you say or you have guests. There’s so many different ways. You decided to have a video and turn that into a podcast and then you know do use of the different platforms to share that same information this is the best way to go.
I really think it is and there’s another aspect some of your audience may be thinking oh this sounds great but for whatever reason I really want to put out a book. I want to write and I want to be an author. Well we do that. We have many customers that use their blog posts and it’s being transcribed anyway it just gets edited a little differently and make your book. Anywhere from 12 to 20 episodes can be a book. Again, it’s about multi purposing your content. Getting more return out of your time invested.
What do you want to leave with the audience? What is the takeaway?
Well, the takeaway is this I know especially if you’re new in business but even if you’re a seasoned professional who’s been in business for a long time you probably have an understanding that you need exposure. It’s very hard to be everywhere and to know everything to do like where to start. Well, my recommendation would be at minimum even if you are building something on a shoestring budget just start creating content because that will benefit you even if you’re doing things is not necessarily the optimal way. It’ll still benefit you so start creating content as much as you can, however, you can. Now if you do have some budget for it and it doesn’t that like you say it’s not tremendously expensive it’s not like pouring tens of thousands of dollars into advertising and things like that but there are some costs associated with either hiring assistance to help you or having somebody produce your podcast just for you or convert the content whatever it may be. There is a tremendous incremental benefit incremental is not strong enough there’s a significant benefit in doing the right things in the right order with the right resources. There are resources to help you. We have a company that’s one of those and actually, we’re rebranding ourselves so we’ve been out there as podcaststartpoint.com for a long time. We’ve rebranded we are Brand Casters now because we realized it was so much beyond the podcast so it’s now brandcastingyou.com. It’s no big deal to either connect with us on LinkedIn or find us on our website. Schedule an appointment for a consultation. There are ways that you can really amp up the marketing of your business to help it grow faster than it will. Otherwise just getting some help in the right areas so that’s what we do.
We’re do you want to be in five years? I’m a foresight strategist I always have to look to the future.
Here’s the thing, I’ll be completely candid with you, podcasting and this Brand Casting business is not my primary expertise. I’m in product design and development and we have another business. This business grew out of that just for our own need to market and grow our business. Now it’s a well-oiled machine and runs on its own. I do interviews like this. I’m involved in the sales process but, I’ve got a good team of people that know what they’re doing even better than I have learned what to do. I hope in five years I’ve sold that business still using the processes. My areas of interest are more in physical products that you would buy on Amazon or in Target or Costco places like that. I have a whole other business that does that and I enjoy doing that so I see us continuing to rock that world.
Awesome. I love it well; Tom I want to thank you for being with us. This has been very exciting I’m sure that the audience is really enjoyed this because podcasting and all that you can do with a simple podcast is pretty fabulous. Part of the problem, I know that I’ve spoken to so many business owners, is how do I create content? And you’re like easy.
As long as you like to talk about it.
Who doesn’t like to talk about what you’re good at? What they know well right?
Sure, absolutely and whatever you don’t know can be learned or you can be trained on.
Awesome so, thank you so much for being here I look forward to having you back soon because there’s still so much to talk about.
Thank you, it’s a great pleasure.
Interview with Tom Hazzard Founder of Brandcasting You
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