Are Big Companies Poisoning Podcasting?

So I spent 14 hours in the car this weekend driving back and forth to Chicago and I've got a quick book review over a. If you're into sponsorship or you're looking for sponsors, I've got a great book for you.And I also just had a tidbit that I was like, didn't know that. So I'm going to share that in terms of what I learned in Chicago.But I also heard some things that were being said about the podcasting space and I was like, oh, I want to push back on this a little bit.And then I was like, do I dare say what I'm thinking out loud into a podcast where people can link to it and listen to it over and go, did you hear what the old curmudgeon said? I was like, am I really going to say that? Yeah. Yeah, I am. Hit it, ladies.

The school of podcasting with Dave Jackson.

Podcasting since 2005, I am your, your award winning hall of fame podcast coach, Dave Jackson. Thanking you so much for tuning in. If you're new to the show, this is why I help you plan, launch and grow your podcast.My website, schoolofpodcasting.com use the coupon code listnr to sign up for either a monthly, quarterly or yearly subscription. And of course that comes with a 30 day money back guarantee. And so later on I'm going to do a quick book review of the book sponsor Magnet.I listened to it on the way home. I just got back from Higher edpod. This was the first conference that combined podcasting and higher education.And I will also be talking about things I learned in Chicago.But right now what I want to talk about, and we could call this Curmudgeon Corner, but there are some things that I heard and I was like, yeah, we, we need to push back on this a little bit. But. And my goal here is to always steer you in the right direction. As I was driving home, I was using my phone and the WAVES app as a gps.And at one point it said, hey, if we take this other route, we can save four minutes. And I was like, I'm all for saving four minutes. And I said, sure. And that's kind of what I do in podcasting.There are times when I'm letting you know what's going on in the industry sometimes. And I just wanted to voice a concern. I guess we'll go that route. Just like, hey, maybe we ought to slow down a bit on this.And so I heard a few times in different podcasts because I listened to a lot of podcasts about podcasting to keep up with what's going on. And there's a kind of a. I don't know, a mantra maybe going around. And I'm like, hold on a second.And that is, hey, what used to work doesn't work anymore. And I'm like, okay, hold on. I get it that, you know, audiograms don't really work. To which I kind of go, did they ever really work?All right, you know, and I get that some of the other things that people are doing, you know, again, didn't work, but they make it sound like you have to be doing the latest, greatest. And I'm like, wait, wait, hold on. Because especially when my ears perk up when they go, yeah, those.Those old guys, the OGs, they're going to tell you, but the old stuff doesn't work. And I'm like, all right. You know, I feel like that Carly Simon song. I'm like, you probably think this song is about you.I'm like, are you talking about me? Maybe.I mean, I will admit there are times when I'm a curmudgeon, but the one thing that never changes is creating content that delivers value to your audience. I don't care what package it comes in.When you deliver value to your audience and if you can make them feel a certain way, that's, I think, the magic sauce that is never going to go out of style. And, you know, I just hear, well, you gotta do this. And you got. And the thing I hear a lot is, you know, you have to do.And I'm like, look, it's a podcast. You can do whatever you want. Now, I totally agree that, you know, we need to cut the fluff out of the podcast.Unless, of course, your name's Joe Rogan. You can just ramble on forever. But I always hear people, too. Another one that's kind of a myth is that we have short attention spans.And I'm like, again, I'm going to push back on that, because if that is the case, if we literally are just like add puppies, then why does the word binge exist? Think about that. Like, if we can't handle anything over seven minutes, then why does the word binge exist?I've said before, in the last couple episodes, I'm binging Blindspot on Netflix. I'm through season two, starting to lose some of its charm. But there was a lot of it that I was like, oh, I wonder what's gonna happen next.They'd have a nice tease at the end of the episode and lead you into the next one. So that led me thinking, I wonder what's gonna happen next? But that still works.What I think is new, what I think is better, is our ability to spot content that's going to waste our time. That is AI slop and go, yeah. Nope. Not gonna let that consume my very, very valuable time. I was listening to Kevin O', Leary, better known as Mr.Wonderful, on the TV show Shark Tank, interviewed on Diary of a CEO with Stephen Bartlett. Now, Steven has a team of 19, which is always kind of like, what? But.And one of those guys does nothing but obsess over the first 30 seconds, and it shows. I'll put a link to this video because the first two minutes are a masterclass. I mean, just like, wow, that's amazing.On making sure you hang around for the rest of this interview. And I didn't know this, but Mr. Wonderful is what I will call him. Kevin used to work with Steve Jobs, you know, from Apple. And he says in it with.And Kevin o' Leary is kind of known for being a little blunt. And he says, not a nice man. Not a nice man. And explain how Steve Jobs is really quite the jerk. And also very blunt. But what is that?That's information you can't get anyplace else. Only so many people can give you firsthand experience of working with Steve Jobs. And consequently, what am I doing? I'm telling you about it. Why?Because it's really good information. I kept watching it like 10 minutes at a time, and in that 10 minutes, there'd be some sort of nugget that I was like, huh, that's good.It made me think. So while the methods may change, if you think about it, that's been the same, right?Movies used to be on film, and then they were on laserdisc for a while, then they were on vhs, then they were on dvd, then they were on Blu Ray. Now they're streamed. So the format may change, but the actual thing that makes a good one. And we're going to be talking about formats a little later.But the one thing. And look, AI makes some amazing graphics. I've seen it make amazing videos. And I will admit that maybe I just need to learn how to prompt better.But I use it on a weekly basis. I am the head of podcasting at PodPage, and we kind of use it to write blog posts. And then I go in and tweak it a bit.And even after tweaking it a bit, it's okay. It's not bad. But I've never had it write something that I go, ooh, this is information you can't get anyplace else. I bet everybody's gonna share it.So it's upper mediocrity, which is okay, right? It's not awful. I'm not wasting people's time.But if you think it, there's no personal stories, although I try to add some, but, like, straight out of the gate, just straight A.I. no personal stories. No. I don't know. Sarcasm. No. Humor, typically. And when it tries, it's not very good.But if you think about it, if I take us out of AI for a second, just to reinforce the point, there is a song by the Foo Fighters called Everlong, and one time, the lead singer and songwriter Dave Grohl was on the Howard Stern show, and it was just Dave and a guitar. And he did that song with no drums, no bass, no other guitar, just an acoustic guitar. And it was a different version of that song.But the song itself resonates with people, and it doesn't matter what format it's in, it still resonates. And that people started requesting, hey, can you play the acoustic version of that song? Almost more than the one with the band?Because a, it was something people didn't expect, and then it was something that they're like, ooh, that's really good. And it was unique. It was something that only Howard had. So it was unique information you can't get anyplace else.And it resonated with people, and that is not going to go out of style. Now, how you promote it is up to you. But here's my worry. Big, giant businesses with big, giant budgets may ruin podcasting.That this is something that I was kind of going, am I going to say that out loud? Am I sounding the alarm?I don't want to scare anybody, but having big companies that kind of implode themselves, the radio industry really, at least in the United States, kind of ruined themselves when our government lets these big, giant companies buy up tons of them. There used to be a limit.If you've never watched the documentary on Amazon called Corporate fm, I strongly urge you to watch that if you're in the podcasting space, because there are companies that want to do the exact same thing to podcasting. And if you just look at big, giant companies like Purdue Pharma, right, It put with the whole opioid epidemic, people have died.Just tons of people have died, and they really didn't care because it was profitable. You know, Johnson Johnson is another one that they failed to Disclose cancer risks linked to talcum powder.Wells Fargo pressured their employees, and they opened millions of unauthorized accounts without the customer consent, putting profit over people. Boeing kind of rushed production of their 737 Max. Again, profit over people. There have been.I mean, I could go on E. Cigarettes were marketed to underage consumers. Again, profit over people. I say this because they create free distribution tools.So what they're going to do, and they're doing it now, they want the power. They want to kind of suck you in and then get you addicted and then change the rules.So, for example, when Spotify first got into podcasting, they bought anchor right before it went out of business, unfortunately.And they kind of disrupted the podcast hosting companies because they're like, hey, I know you guys are charging for this stuff, but we're going to offer it for free. And so. And this is what kind of pushed me to talk about this. There's a graph.I'll put a link to it in the show Notes, where James Kridlin from Pod News has a graph showing people going from paid posts to Spotify. And it's not a small number. And I'm like, that's not good. Not good, kids.And at first, all the ad agencies and everybody else in the podcasting space went, wow, I guess it sucks to be a media host right now. But we're selling ads, so we're okay. And now Spotify has got their own technology that they built for advertising.And in some cases, when your show gets big enough, if you join up with Spotify, because they're like, come over here. We'll make you rich. Come on. We can. Don't. Don't listen to them. We're where you really want to be.And so you can sign a thing that says, well, the only people that can advertise on my show when it appears on Spotify, they have to use the Spotify tool. So all the people that were selling ads are like, wait, wait, wait, what? Huh? And yeah, so now that income that they were getting a piece of. Nope.And people are going, well, it's kind of a bummer to be an ad agency right now and a media host.And so I bring this up because Spotify, the company on the music side, has a few, but there's one that's getting popular because everybody's talking about it. So here I am kind of helping the problem. But there's an AI band that is getting hundreds of thousands of listens, and it's not very good.Again, upper Mediocrity. But everybody's going over to listen to go, how bad is it? And you're like, yeah, it's not great. But here's my question. What happens when.Because we know all these great AI tools, and I'm not saying it's going to happen, but it sure could, because I know there are already. When Google Notebook came out, my good friends Kyle and Sheila is what I refer to them as.There are people that, like hundreds of shows are using AI voices, and if they come up with AI voices that are listenable, will that exist?How long till Spotify creates an AI voice and maybe even a video character that they can use AI to get the latest, greatest stories and pump them into that? Because here's the great thing about an AI podcaster. They never take a break. They don't do seasons, and you don't have to pay them.You can still run ads on that. But you don't have to cut the podcaster into the split because, well, they're not real.And I'm just saying, the more we give power to these big companies, big giant companies don't care about people. And how do we fight back? How do we compete? Well, I've said before, lean in to anything human. Laughter, humor, personal stories.Because an AI bot cannot. Talk about that time when you did the thing and you didn't think it was gonna work, but it did and you overcame and, you know, storytelling 101.And we heard a couple weeks ago the question of the month where Spotify keeps saying, hey, look at us. We're the biggest. We're the best. So does I heart number one in podcasting. That's funny. Not in the reports we see, but they keep saying it.And that's my thing. These big giant companies have big, giant bullhorns, and so everybody hears it's number one. And I'll give you an example.In American history, there are pictures and there are stories about how George Washington crossed the Delaware, this river, during, you know, the Civil War, and. Or not the Civil War, the one where we got our independence.Again, I'm a product of US Public schools, so, you know, but anyway, there's pictures of him standing up, and it's been widely reported, like, yeah, that didn't really happen, but it's been repeated enough over and over that we all believe it. And if you ask a true historian, they're like, yeah, that's not really possible. And that really didn't happen. So keep that in mind.I know the latest one I heard from James Gridland is that Spotify was like, look, we are. You want to put your video over here? Because here's a list of these particular podcasters that put their video over here.And look at how fast they grew. And then they kind of forgot to mention, oh, and we gave them $5,000 worth of advertising. Oh, well, that. That's a little different, don't you think?So I'm just saying, you know, be careful on this. And then the other one is YouTube. And here's. I know you're like, oh, is Dave going to talk about the video thing again?I finally figured out why this bothers me. And there's a couple things about this. YouTube was losing and still is, to the best of my knowledge, losing revenue to TikTok.And I don't know this for a fact, but I think that's what influenced them to change the name of YouTubers to podcasters.Because if you listen to Sounds profitable, if you listen to Edison Research, if you hear all the different reports, advertisers, the best money to spend is on podcasting, because our audiences trust us. We're not lying to them.And we keep finding all sorts of examples where the media, the mainstream media, who is, you know, they're basically either reporting facts that they didn't know were false, or they did and reported it anyway, but they have lost their trust. I don't want to go down that road. That gets way too much of a tangent. But YouTube said, come over here. It's free.And we did, because video podcasting is expensive. But here's the thing that bothers me about YouTube with this whole podcasting thing.If you think about it, we have different words for different delivery methods. Radio is delivered via radio frequencies.Now, if I have my television on in the living room and I can hear it in the kitchen, does that make it radio? Because I'm only listening to it. No, different delivery method. And now we deliver it via cable.So there's, you know, and even if you think about it, right, There's. There's tv, then there's cable tv, there are books, and then I call them Kindle Books. And if we go back to radio, there is satellite radio.Different name, different delivery method. And so we have all these things. It's still a movie, but now it's a dvd. I watched a movie on a dvd. I watched a movie on a streaming service, right?And so you go to a movie theater, you're not watching a book, even though the movie Jaws and is based on a book. Different delivery method, different name. And so what's driving me crazy? Cause I was like, why is this such a bug up my butt?And I always say it's the reporting. But I figured out why this really bugs me. Now, if you're new to the show, when they were handing out logic, I kind of went back for seconds.So I really love things to make sense. I want one plus one to equal two. And if you tell me it feels like three, I'm not buying it. And so it dawned on me. Here's what's going on.YouTube is saying, let's use the analogy of music. So if you think about it, a group of songs is called an album. And so when I was growing up, there was vinyl.If we go way back, there were eight track tapes. But let's just ignore those because those were horrible. But there was vinyl.You could get an album on a cassette because an album is a group of songs. You could get an album on a CD and later you could stream it. But what was interesting is, let's say Fleetwood Mac came out with a new album.The reports would say, hey, they sold, you know, 400,000 copies of their new album. Insert name of album here, Tusk. And 50% of it was CDs, 30% was cassette. And, you know, whatever is left there, 20% is on vinyl.And I'm perfectly fine with that because it was album sales. And then they reported on the delivery methods. Fine. My problem is YouTube is basically saying that cassette is vinyl, that cassette is a cd.It's the same exact thing. They're saying a video on YouTube is the same thing as a video. Different delivery method, different name, podcast. And I'm like, no, it's not.And the dumbest reason I've heard why we should say, oh, that's okay, it's confusing. It blurs things, but that's okay. No, it's not okay, because it does blur things and it does confuse that. Confuse things.And that's what drives me nuts about it. In terms of the whole. YouTube is not a podcast because a podcast is a delivery method that requires an RSS feed.I don't understand why Dan over at Oxford Road has spent about seven episodes now asking, what's a podcast? A podcast is delivered. It could be audio, video, or if you want to be weird, PDF, delivered via RSS feed. Delivery method, different name.And so he's like, well, what if it's only one person and it's only four episodes and it's not a discussion. You don't define radio by what the content is. Some people sing on radio, some people read, some people have discuss.You don't define the delivery method by the content. The delivery method defines the name. And then you put whatever content you want on that delivery method. Again, logically, case closed.And then here's a novel idea. In the music business, we called it an album. I say, in the content business, we call it a show.And then we could say, hey, you know, let's just say the favorite one, right? Joe Rogan had X amount of downloads of this episode.His show had, you know, 50% on YouTube, 30% on podcasting, and then whatever else, 10% in the embedded chip that's now in your head. That, to me, makes sense. Logical sense.Different delivery method, different name and Audio outperforms video 15 to 1, because there's more opportunities to listen than there are to watch. But the big bullhorn from YouTube is not going to tell you that. And yes, there are probably some weird things in there.Like, is a movie a movie if it's. Is a movie a TV show if it's not technically over? Because who has an antenna anymore? Yeah, I get it.But the other thing that makes me really nuts is when they let the audience decide what we call it, they're like, well, the audience thinks it's a podcast, so it's a podcast. Well, guess what? I think I'm a male model. Thus I am. Wait, where's my sound effects? I am a male model. Yeah, I don't think so.Unless you have high fashion dad bod clothes, that's not going to work. But my thing here is going back to big companies don't care, and they kind of cave sometimes in a way.But my favorite example of this is YouTube, right? Pull you in. They got the audience. We love YouTube. I love YouTube. I watch YouTube on my lunch now in my living room.And that is Roseanne Barr, who is Jewish, was kicked off of YouTube for saying something anti Semitic. And again, the logic part of my brain does not like that. And so here again, we give people the power.And then if they kick you off, yes, there's Rumble. Yes, you can host your own video file. It's really expensive.I'm just saying, in the end, if the future, if we only have Spotify and we only have YouTube, we're gonna live to regret that. And so just keep that in mind. A friend of mine, Kevin Michael, has switched from doing audio podcasts, even though he still does his.But he said he's 100% into YouTube now. If you look at his numbers, his audio is going down and his video is going up. Why?Because of people like me that said, well, I keep finding that whatever I want to listen to, I've already listened to that episode on the other format. So I quit his audio version and now only watch him on YouTube. So Kevin Michael's stats are going to show YouTube is booming and his audio is losing.But if you look at the overall numbers in my example, at least his audience is staying the same. You just got them to move to a different format.And it may be a format that they didn't want to move to because I can't watch that while I'm doing the dishes. And the other thing, I talked to someone this week in Chicago and she said, well, everybody says I should be on YouTube.And I go, do you want to be on YouTube? And she goes, no. And I said, then don't. I go, there are plenty of shows that are doing perfectly fine just being audio only.And I hear this all the time. Just realize that when you hear the phrase everybody, what they're really saying is YouTube. YouTube wants you to be on YouTube. And of course they do.That's how they make money. But just again, I'm worried they're going to ruin podcasting.The other thing that I was kind of bummed about, I had seven hours to get to Chicago in my car. And that's about as far as I was would drive before. I'm like, no, no, no, I'm not going that far and I'm not going to say the name of the show.But there was a show I hadn't listened to in years and I was like, oh, you know what, I'm going to go download that. And it started off with two pre rolls and in the middle of a pretty decent interview, there was another break.And it's dawned on me now, like, if you notice right now, I'm not breaking in here to do an ad. I'm gonna quit doing that. I get that. But that's just. I did not like that experience.And that's my worry because as the price of ads go down, people have to put in more. So this is my last point on this, on why I don't like what I see. And this is where the fact that I do have gray hair.I was around at the birth of the Internet and I saw where people made lots of money with banner ads because there weren't that many. There weren't that many websites. And so supply and demand said you could get big bucks to put a banner on your site.Then it became very easy to make a website and now everybody had One. And the price of banner ads went down, down, down. And now you can do Google AdSense and make almost nothing.Well, with podcasting, you used to have higher cost per thousand, better known as cpm. And then everybody started a podcast.And so even though you say, I'm not taking that low bid for my to get in front of my audience, the toll is higher than that. There's somebody that will take a lower amount of money. And then when they say, nope, I need more, there was somebody else.It is a race to the bottom. And so this is the other thing I want to push back on. And I heard it.And look, I have people that I consider friends in the podcast advertising space, and I want to see podcast advertising be a legitimate space, a way. I want it to be a strategy to make money with your podcast. I don't want advertising to go away, but I also don't want it to ruin the experience.That's why I like Dan over at Oxford Road. He proposes we should cap it at 10%. Radio is 30%. That is not a benchmark we should be shooting for. We should be keeping it around 10%. I like that.And raising the price. Why? Because we keep proving over and over and over how well podcast advertising works.And so what I heard was, if we don't figure out podcast advertising, podcasting will fail. And I'm like, no, I'm going to push back on that. Podcasting will not have failed.You podcast advertising people have failed to educate the buyers on the power of podcasting. And when that. I heard one this week, some company is going out of business. Yeah. So if we cannot find a way to hold the price line to.To recognize the value of the relationship we have with our audience and we literally sell out, then the podcast advertising space will go the way of the podcast banner space on websites. So podcasting. And the last time I checked, podcast websites are still around. Banner ads, not so much.So when I hear people say, well, if we can't figure out this advertising thing, podcasting is gonna go away. No, you will go away. Podcasting is gonna be just fine. Because there are other ways to make money with your podcast.If you've never heard of this site, go to graphtreon. So it's kind of like Patreon, but it's with the word graph at the front of it. And you can go up and there's a button that says all creators.And you can go to advanced filtering and say, hey, let's just filter by podcasts. And then if you look at the Top creators, which is another kind of if I go, let's go by earnings.So you have these different filters and I can see where the yard. Never heard of this podcast, have you? No, they're doing okay. $239,000 a month. Chapo trap house political show. $182,000 a month.That one's interesting. They do four shows a month, two are free, two are paid. $182,000 a month. But if we don't have advertising, podcasting will go away. I don't think so.True. Anon. $164,000 a month. Or are you garbage? $126,000 a month.So again, I'm going to push back when you say if we can't figure out advertising, podcasting will fail and it will go away. No, my friend, you will go away. And I don't want to see you lose your job.So we need and said the guy that, look, I know a little bit about the advertising space, but I know changing the definition of what a podcast is sounds like a hack to get money into YouTube because, well, that's what it is.

Yeah, yeah, yeah. The school of podcasting. Yeah, yeah, yeah.

So I had seven hours in the car to drive from my home of Akron, Ohio to Chicago, Illinois, where I was at the Higher ed pod. That was a great conference. This was their first year. Probably 130 people there. There were some storms the day. It was only one day.And so if there's a storm, that's kind of a bummer. But so it wasn't as full as we kind of had expected. But for the first year it was a really interesting event.And what I loved about it was this is higher ed. Everybody there worked for university and when you get a community together, they all have that one thing in common.And even though they came from all over the us they all really bonded. It was great fun. I had a good time with my presentation and I got some great feedback on that.But on the way home, I started to read the book Sponsor Magnet how to Attract Price and Execute youe Dream Brand Partnerships by Justin Moore. I met Justin at an event a couple years ago I guess, and really good guy.And he was just finishing up the book and I started to read it and then the audiobook came out. Now I'm here to tell you that if you have a choice and you like both reading and audio, either one, I more preferred of an audio.And if I really like the book, I will then go buy the Kindle version and the audiobook has Some bonus stuff that's really cool. In fact, I'll talk about that here in a second.But I just wanted to say, if you are into sponsorships, if you're like my buddy Ray over at around the Layout, he was on episode 977.This was, if you haven't heard that episode, Ray does a show for model train enthusiasts, and he talked about having a partnership, not so much a sponsorship.And the difference that in this case, in the book Justin talks about, it shouldn't be you on one side of the table negotiating with the person on the other side of the table. It's very much move your chair to the same side as the sponsor and go, what are you trying to do with this campaign?Are you trying to increase your brand and increase awareness? Are you trying to increase conversions? And he talks about how you shouldn't have a sponsor sheet. And I was like, what? What? What? Couldn't believe it.And he said, yeah, because if you think about it, conversions is different than awareness. And he talks about pitching multiple packages. It's a really good book. And I have had sponsors on this show and other shows I have.It's not my favorite way to monetize, so I don't have a ton of experience with it, but I have some. And in this case, Justin ran a agency for podcasters for a long time, so he had tons of experience and tons of stories, and it's a deep dive.And he explains how this isn't getting CPM kind of advertising. This is you pulling up next to a sponsor and saying, hey. And he talks about this other thing, too.Like 20 minutes of research per pitch, not a one size fits all. It's do some research. Do some research to figure out who you need to talk to. And he talks about how to do that. Specifically, he talks about pricing.But, of course, pricing is one of those it depends kind of things. But if you're a person that started a podcast and you're like, well, I'm gonna monetize through sponsorship. This is the book. Like, this is the book.Cause he talks exactly about it. And what was really cool, and I'm gonna steal this idea right now, is he. The book came out months ago, way before the audiobook.And so he reached out to his community and said, hey, if you tried some of these strategies in the book and it worked, I'd love to interview you for the audiobook. And so I have a book on monetization that covers seven different ways to monetize your show. And if you've read that book.And if you tried some of the strategies in that book and they worked for you, I would love to hear from you because I do have a show for that particular book. If you go to profitfromyourpodcast.com There is a podcast over there. And I thought, huh, that'd be cool to hear that as well.And then one of the things I have on my list is before the end of the year, that book will be in Audible. Right now there is an audiobook version of that, but you have to listen in its own little app.So I do want to move that over to Audible, and that might be something I add to it. But I just wanted to say in the past, I was like, hey, I'm only, you know, 2/3 of the way through the book, and this looks really good.I am now 9/10 of the way through the audiobook. And the great thing that he did is he has a website that he mentions in the book that you've got to buy the book to hear it.But all of these things that are kind of visual that you need to see, you can download as bonus content for the book. So if you're a person that is serious and, and realized that, hey, you know what, I might actually have to spend a little time to work on this.And the fact that once you get a sponsor, it's. He has all these things about how to make sure when you do it, then you actually produce whatever it is they want, right?A blog post, a social post, you know, host, red ad, whatever, that you kind of don't have to do 15 versions of it to get paid. And then he talks about how to get them to basically resign you again. And it's a really good book that you just.Again, the logical part of my brain goes, yeah, I can see where that would work. So I have links to it. Again, the book is called Sponsor Magnet, how to attract price and execute your dream brand partnership.So it's not really even though it's a sponsor, it's a brand partnership.

Yeah, yeah, yeah. The school of podcasting. Yeah, yeah, yeah.

So with seven hours in the car, I decided some. Try some. Some new shows. And here's one where I heard about Brock Johnson, which, for the record, I think is my favorite soap opera name ever.Like, if I ever had a dog or a son, I think I would name them Brock. I give you Brock. Brock Johnson. Charlene, if you're familiar with Charlene Johnson, she's a big, huge, you know, social media person.Well, this is her son, and he did an episode called Instagram SEO Secrets. And basically, here's what's kind of cool is Brock got to interview the CEO of Instagram. There's a. Because of my podcast story.And he explained how the president said that the algorithm in Instagram now can read your T shirt and whatever it says on your T shirt, it might think that's what the post is about. And to get to the point, you can kind of just quit with the hashtags on Instagram because they have lost most of their power.And I was like, did not know that. And I am not joined it yet. But I know Brock has some sort of course community thing that I might be jumping into because I just.The more I know about Instagram, the more I'm like, I probably should be using that more. But I thought I would pass that tidbit along that, you know, the hashtag thing again, that is one where, hey, the old way isn't gonna work anymore.But Brock has a great episode as well on what kind of content works. Because in the end, it's the content that. That gets people to share. I'll put links to those in the show notes.

Yeah, yeah, yeah, yeah.

Hey, I want to give a shout out to Christopher Lewis. He has a bunch of podcasts about higher ed, but I want to give him a shout out.Just here's an example where I don't have a daughter, but he has a podcast called the dad and Daughter Connection. And just the name of that, I was like, you know what? I might click on that just to hear what it's about.But Chris was nice enough after I did my presentation. And here's a lesson you should learn. Never add slides to your presentation late at night, the night before you do it.Because it turns out that I had one slide.And the slide was how if you want to get more detailed feedback on a subject, go to Amazon, look up a book about your subject, and look for two and four star reviews. Because somebody be like, hey, I would have given it five stars, but. And two stars are more like, hey, I would have given this a one star review.But they did do this kind of thing. And unfortunately, I made the slide and copy and pasted the screenshot and there was a typo in it.And then I duplicated the slide and put the new screenshot in it. And Chris was nice enough to come up and go, hey, in the event you use these slides again, you got a typo. And I looked at it.I was like, oh, you got to be kidding me. Yep, I did. And so I always say a, you need another set of eyes on your stuff. And Chris, thanks for that. I deeply appreciate it.And Chris listens to the show. So he knew I wasn't going to be like, how dare you or what? You know, I was just like, ah, here we go.And so if you need help with something like that, if you want another set of eyes on, or ears, I guess, on your show, check out a service I have. It's called podcast hotseat.com.and yes, I'm gonna maybe, maybe find those things that need a little polish, but I'm also gonna find a bunch of stuff that you do really well and say you should do more of that. And that also comes with a free month of the school of podcasting, which of course, as I mentioned at the beginning, comes with unlimited coaching.And people go, what do you mean by unlimited? I mean, like, there is no limit. So if you want an hour today and an hour tomorrow and an hour the next day, if it's available, take it.And I've yet to have somebody go, dave, I can't find a time to schedule because, like, I have somebody in Taiwan and we're in a way different time zone and we communicate via an app I have where we can send text messages, we can send audio, we can send video, we can send screen shares. And so I'm communicating.In fact, Ray, I just mentioned from around the layout, as I was listening to the sponsor magnet book, I was like, oh, I gotta tell Ray to go check out this book.And so when I was in one of those stretches where it's like, next rest area, 65 miles, and it's just you and corn because you gotta be safe on the road. And so I fired up my app and told Ray, hey, you gotta go check out this book.And he might already have it, if I know Ray, but that was something that again, you know, if you need help with this and you want someone there right by your side, check out the school of podcasting again. Sign up for either a monthly, quarterly, or yearly subscription. And that comes with a 30 day, not 14, not 730 days.On day 29, you're like, Dave, this podcasting thing seems a little more hard than I thought. I'll give you your money back. Check it out. Schoolofpodcasting.com start. I'm Dave Jackson. I help podcasters.It's what I've been doing for 20 years now. And I can't wait to see what we do together. And until next week, take care. God bless. Class is dismissed.If you like what you hear, then go tell someone.