Podcasts about marketing now

In this week's episode, we take a look at five ways to use short stories to market your books. This week's coupon code will get you 50% off the audiobook of Half-Elven Thief, Book #1 in the Half-Elven Thief series, (as excellently narrated by Leanne Woodward) at my Payhip store: HALF50 The coupon code is valid through February 14, 2025. So if you need a new audiobook for the January/February doldrums, we've got you covered! 00:00:00 Introduction and Writing Updates   Hello, everyone. Welcome to Episode 236 of The Pulp Writer Show. My name is Jonathan Moeller. Today is January the 24th, 2025. Today we are discussing how to use short stories for marketing. Before we get into that, we'll start with Coupon of the Week. I have an update on my current writing projects and then do Question of the Week.   So let's start off with Coupon of the Week. This week's coupon code will get you 50% off the audiobook of Half-Elven Thief, Book One in the Half-Elven Thief series, (as excellently narrated by Leanne Woodward) at my Payhip store. That code is HALF50. You can find the link and the coupon code in the show notes for this episode. This coupon code will be valid through February the 14th, 2025. So if you need a new audiobook for the January/February doldrums, we have got you covered. Now on to an update on my current writing projects. As of this recording, I am 56% of the way through the first round of edits on Shield of Deception. I am still hoping to have the book out early in February, if all goes well. Once that is out, my main project will be Ghost in the Assembly. I am 16,000 words into that. So that is good news there.   In audiobook news, as I mentioned in the previous show, the audiobook of Ghost Armor Omnibus One (as excellently narrated by Hollis McCarthy) has come out and you can get that at Audible, Apple, and Amazon. Cloak of Masks should be coming soon and a recording for Cloak of Dragonfire is almost done, so we should have some more audiobook news coming pretty soon.   00:01:45 Question of the Week   Now onto Question of the Week, which is designed for an enjoyable discussion of interesting topics. This week's question: what is your favorite kind of Italian food? No wrong answers, obviously, including not liking Italian food. We had quite a few responses on that.   Justin says: Ah yes, pizza, the food of company team building exercises and RPG tabletop sessions. You can't go wrong with pizza. Another dish I adore would be Italian sausage and peppers with penne pasta. It goes together quickly, tastes great, and is easy to clean up afterwards. Alas, I can no longer partake- the green and red pepper has given me gas worse than any bean dish.   Mary says: Ravioli! The right brands, because the cheese mixes vary. I like a number, but not all.   Surabhi says: Pizza wins, without a doubt!   Juana says: Pizza hits all the notes.   Denny says: I love North American pizza. Italian pizza is its own thing and not something I enjoy. I've eaten very little actual Italian food, but generally I do enjoy pasta. John says: Definitely lasagna. There is a little place in Southern California where the chef makes a deconstructed lasagna that is out of this world.   I have to admit, I didn't know there was such a thing as deconstructed lasagna.   Jenny says: Fettuccine Alfredo and Chicken Parmesan are so good, but I love getting some of both so I get the red and white sauces blended and with tasty cheesy chicken.   Brooks says: While I love a lot of Italian dishes, I really like a type of lasagna that is cream based versus marinara based. Usually it's considered a veggie type lasagna. It just adds a different twist. Basically alfredo meets lasagna.   Olaf says: Any kind of pasta (linguini, tortiglioni, rigatoni, farfalle) or gnocchi with a slow cooked bolognaise. My self-made pizza, then of course lasagna and all kinds of pasta with salsicce and let not forget tiramisu and a latte macchiato. James says: It's funny what we call “foreign food.”” Your Taco Bell style taco originated in Texas. What Americans consider Chinese food originated in San Francisco and pizza as we know it originated in New York City.   Bonnie says: Chicken parm and my husband's lasagna.   A different John says: I love a really good risotto, specifically with porcini mushrooms and pancetta. Also the truffle pasta I had in Rome about 10 years ago, but the best pasta I had was rabbit ragout with handmade pappardelle (which I'm pretty sure I didn't say correctly) at a restaurant here in California. My family loves my homemade spaghetti with meatballs. My granddaughter's favorite is actually spaghetti with clams.   Gary says: Almost anything with pesto.   Andrew says: Cannoli.   James says: Only reason I know this is because of the Food Network, but a true pizza (Italians in Italy don't have pizza) order in Italy doesn't sound appetizing to me. I want a supreme with everything but anchovies on it. While pizza, as we know it is an American invention, what an Italian in Italy would order has only tomato sauce, mozzarella cheese, and basil.   Finally, Michael says: Spaghetti.   For myself, I think my answer would be pizza, which I think as we just heard is true of many people, but pizza is kind of a category all its own, especially American pizza, which as we heard is American invention and not an Italian one. For non-pizza, I would say lasagna and spaghetti carbonara.   00:04:56 Main Topic of the Week: Using Short Stories for Marketing Now onto our main topic this week, how to use short stories for marketing. Many authors, myself included (which if you haven't subscribed to my new release newsletter, which you should really do), create short stories for marketing. It can be an effective way to connect with your readers, but why do it?   Two caveats I should get into before we get into why you should use short stories for marketing and the big one is if you don't actually enjoy writing short stories, you shouldn't do it. Marketing tactics work only if you actually enjoy doing it or you can find it at least tolerable. If you actively dislike writing short stories and prefer to write novels, then you should not try to write short stories unless you actively enjoy the process at least as much as you enjoy writing novels. The second caveat is to remember that short stories really don't sell well outside of certain very specific categories like erotica or anthologies (and even anthologies don't sell as well as full length novels). Recently I saw an interview with a longtime fantasy author who lamented because of TikTok and YouTube (and whatever) that young people nowadays prefer shorter books/quicker books and books will have to get shorter. I have to admit that has not been my experience at all. I think of the 158 books I've published, I've never had anyone write to me afterwards and say, hey, you know what? This book was too long and should have been shorter. No, they say the book should have been longer. So I think that might just be an illusion caused by that author in question being mostly traditionally published and having to deal with printing costs and the publishers being stingy on paper. But my own experience has been that readers really prefer longer works, which means that they don't want to pay for short stories and that therefore you're not going to make a lot of money from your short stories. That doesn't mean you can't use your short stories to make money, but the short stories themselves (if you sell them) are probably not going to make a lot of money and therefore giving them out for free is probably a good idea. Obviously, this is not a new idea. Nonfiction writers, especially in the self-help and business genres, have long given out charts, worksheets, and other bonus content to their newsletter subscribers. Short stories can work well as what's called a reader magnet in the indie author space. The reader magnet is where you give away something for free and hope that the people who pick it up like it enough to go on and try your paid content. I do this all the time myself with my free series starters like Cloak Games: Thief Trap or Child of the Ghosts or Sevenfold Sword: Champion, where if you read that book since it's free and enjoy it, hopefully you go on to purchase the rest of the books in the series. Short stories also generally don't sell for very much. I almost always sell mine for $0.99 USD when they're not free, so it's not a major loss of revenue or “devaluing the work” if you give it away for free, especially if it's only temporary. Another advantage is that people very obviously love free stuff, especially digital content that doesn't take up physical space. Whether you live in a one room efficiency apartment or a four bedroom house, there is only so much space to go around and you can only have so much stuff and in fact, people are always looking to declutter. This is not a problem with digital goods and if you're giving away the short stories for free in digital format, your readers can receive it whenever it's most convenient for them and it's not a burden for them to keep or maintain it like a pile of freebie clutter from a conference (like pens and tote bags, for example). Also, the idea that giving away something for free means that it is low quality is just not a value that most modern readers have. It is more a legacy of a tradpub/print books that is probably going to fade over time. Being the one to provide the free content directly to readers is a way to keep their interest and hopefully build enough of a relationship with the reader that they're willing to try out the non-free content. This is the concept of the loss leader, where you give away something for free and hopefully people will go on to buy the paid products that are connected to it. In marketing speak, this is called the Marketing Funnel, where the free thing you give away is the top of your funnel and hopefully people take the free thing and like it and they'll get drawn further into the funnel and will become paying customers. Giving away things for free also has the benefit of building up a positive association with you in the reader's mind. So hopefully when you send out a newsletter or they see that you have a new book available on Amazon or Kobo or Google Play or wherever, that they will have a positive reaction and then purchase the book.   With all that in mind, and now that we've had our caveats and laid the groundwork, let us have five reasons to give away short stories.   #1: It can keep people connected with the characters/world between books and keep up interest for the next book in the series. If there are gaps between the books in your series, new short stories keep people engaged with characters and help them to remember what happened in the previous books. A short story can also excite them for what comes next in the series, especially if it alludes to what's about to happen in the next book. I have found generally it's a good idea to avoid massive spoilers for things in the books in the short stories, though some of that may be unavoidable depending on where it's written and how it's set.   #2: It gives readers insight into characters and events that don't fit into the larger narrative but are still fan favorites or interesting to fans. My main approach when I write short stories is I don't really want them to be standalone, but I don't really want them to be spoiler-y, so I tend to treat them as DVD extras or like bonus scenes on the DVD, like everyone knows that the Lord the Rings movies came out in the theaters 20 years ago in a specific form, but when the Lord the Rings Extended Editions came out in DVD, they had many extra scenes that had been cut from the movie for time or budgetary reasons or whatever.   That is how I view the short stories I give away for free when I publish a new book. It is bonus content that gets included like bonus content from the DVD. A prominent example of that would be Trick or Treat and Blood Walk and Iron Drive short stories from the Cloak Mage series, all of which are written from the perspective of the character Casimir Volansko. These have proven to be very popular short stories for me because Casimir offers the chance to see Nadia's world from a more normal perspective because Nadia, by this point in the series, is a superpowered wizard with many responsibilities, whereas Casimir is a truck driver who just wants to retire. So that makes for an interesting contrast and looking at the world through Casimir's eyes is not something I would probably do in a main book in the series but does make for a fun bonus in the short stories.   You can also do the backstory of a character that isn't central to the narrative. A couple of times I've done that where in a short story I have fleshed out more of a character's backstory, especially with the Frostborn series where I had The Orc's Tale, The Thief's Tale, The Assassin's Tale, The Soldier's Tale, and so forth where we delved into the backstory of some of the point of view characters in the series that we didn't have time to go through in the books.   #3: It will give people a clear, easy to understand reason to sign up for your email newsletter. “Subscribe and receive two free short stories” is a more compelling argument than “subscribe to my newsletter.” If anyone subscribes to my newsletter, they get three free novels to start with: Frostborn: The Skull Quest, Blade of the Ghosts, and Malison: Dragon Curse, I believe are the three right now. But I also emphasize that if you do sign up for my new release newsletter, you do get free short stories on a fairly regular basis. If fact, I'm planning a newsletter for the 27th that will also give away more short stories. So I do send out a couple of newsletters a month whenever I have a new book come out, and there are short stories given away with all of those. So that is a good way to help build loyalty and reader engagement for your newsletter, which leads directly into reason number four.   #4: It is a carrot, not a stick to motivate people to open and read your messages, which helps with your messages getting flagged as spam. As I've mentioned before, I do enjoy writing short stories. I wouldn't do it if I didn't enjoy it, but the main marketing reason, the big one I write short stories for, is to drive engagement for my newsletter, which has a very practical benefit. Many of the anti-spam systems nowadays are very sophisticated and track a lot of what you do in the email and the more you interact with an email, the less likely it is to get classified by spam, so that way if people are clicking on links in the newsletter to get the free short story, that means they're interacting more with the newsletter and that the email is less likely to be classified as spam.   For a while in 2018 and 2019, I thought writing short stories was too much work, so I decided to phase it out, but my newsletter engagement just dropped. I realized it was because so many fewer people were clicking on the links in the emails and therefore they're getting listed as spam. So I thought, you know what? I better get back to writing short stories. If your newsletter messages are just long diary style entries, people will at best skim them or start to tune out. Having reader magnets for the newsletter gets people used to thinking there is some incentive for them to personally keep checking your updates, which of course turns back to the original point, that this will also help drive engagement and meaning your newsletter is more likely to be opened and less likely to be classified as spam.   #5: And finally, the fifth and final reason is making short stories free for a limited period of time instead of permafree gives subscribers and followers an incentive to read your posts and newsletters frequently and closely. Fear of missing out (or FOMO, as it's commonly known), is a powerful force. Having the item be free for limited time and exclusive for newsletter subscribers creates a sense of urgency to keep up with your updates. Exclusive content such as never selling the short story but only making it available to newsletter subscribers is also a big incentive for people to subscribe. Many readers (in fact, I would say most readers) are completionists and don't want to miss out on anything in a series, even for just a single short story in that series.   So those are five reasons to use short stories in your marketing to give them away for free. But there are a couple of caveats I want to add.   First, free content is part of the marketing plan and not the entire marketing plan. After being an indie author for almost 13 years now (wow, that's a long time), I've come to realize there is no single magic silver bullet for marketing, but if you do a lot of different things that have a little effect on their own, that does add up over time.   Second, free content should be in line with reader expectations/interests. For example, I'm writing epic fantasy with the Shield War series, so the short story that comes out with Shield of Deception should really be epic fantasy as well. A mystery writer who gives away romance short stories would probably baffle the reader. Likewise, if I published a Caina book and then gave away a short story that was totally unrelated to the Caina series, or indeed not even in the fantasy genre at all, that would probably confuse and annoy readers.   The third caveat is that content besides short stories can also work, such as deleted scenes and alternative point of view chapters or preview chapters. I know writers who have done that, but it needs to be substantial. For example, subscribing to a newsletter and finding out that the special preview is only a paragraph is not going to create goodwill with new subscribers and you're probably going to get a lot of immediate unsubscribes.   And fourth, and finally, the story you're giving away needs to feel professional. It needs to be formatted and edited and put together properly and the cover needs to look good. That is something I struggled with for a long time because at the start, I would hire out my novel covers and do the short story covers myself, but I didn't really know what I was doing, and eventually I learned to use Photoshop and got better at that so I could have better looking short story covers, which paid off in the long run, but it was a lot of work to get there. So that is something to consider if you're giving away short stories, is how much you want to spend on the cover image for it. It might be a good idea to just do something simple for a short story you're giving away for free, like finding an appropriate stock image and then putting some appropriate typography on it. It doesn't have to look amazing. It just has to look good and professional enough. Those are four caveats to our five previous thoughts.   That is it for this week. Thank you for listening to the Pulp Writer Show. I hope you found the show useful. A reminder that you can listen to all the back episodes on https://thepulpwritershow.com. If you enjoyed the podcast, please leave a review on your podcasting platform of choice. Stay safe and stay healthy and see you all next week.  

Discover the seismic shifts that have rocked the digital marketing world as our hosts Jason, Maria, and Miriam, guide you through the transformative events of the past five years. We're unmasking the effects of the pandemic that shoved businesses into the online arena, escalating competition, and driving up ad costs. And that's just the tip of the iceberg. We're talking about the social media juggernaut's leap with the rise of TikTok, forcing platforms to adapt with a newfound emphasis on video content. It's a battleground out there, and we're arming you with the insights to navigate it.As the chatter online grows louder, we dissect the role of AI in content generation and its double-edged sword for small businesses vying to be heard. Jason stresses the art of tailoring content to captivate your ideal client amidst a noisy digital landscape. With ad prices soaring and lead quality waning, we confront the real struggle businesses face on social media. It's not just about brand awareness but fostering authentic connections and sparking genuine engagement. Join us for this captivating conversation, and gear up to elevate your digital marketing game to new heights.If you would like to get the links and show notes for this episode, click on the link below:https://www.designerdiscussions.com/episodes/episode-111-How-Marketing-has-changed-over-the-course-of-the-last-5-yearsTransform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our weekly live sessions and workshops: https://www.designerdiscussionsmarketing.studio/pages/academyDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. We also provide in-depth, actionable products in the Marketing Studio including time-saving templates and guides to help design professionals grow their businesses. Download our FREE Client Avatar Guide https://designerdiscussionsmarketing.studio/store. Designer Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

Join Dots Oyebolu as he welcomes David Bain, Founder of Casting Cred and author of "Marketing Now," to the Marketing Leadership Podcast. On this episode, they delve into the pump and funnel performance marketing model for B2B brands and offer a wealth of insights for marketers looking to refine their strategies.Key Takeaways:(01:50) David's journey into content marketing and the founding of Casting Cred.(03:39) Insight into transforming podcasts into books for B2B brands.(07:27) The evolution of digital marketing tactics and the importance of a tailored marketing model.(11:33) Introduction of the pump and funnel model, and its relevance to B2B marketing.(16:37) How hub content serves as a demand generation tool outside the traditional funnel.(22:10) The role of account-based marketing within the pump and funnel strategy.(27:41) Long-form content producers have time to ensure quality, but AI tools offer efficient ways to repurpose and share content across platforms.(37:04) Balancing SEO and EAT (Expertise, Authoritativeness, Trustworthiness) in content strategy.Resources Mentioned:David Bain -https://www.linkedin.com/in/davidbain/?originalSubdomain=ukCasting Cred | LinkedIn -https://www.linkedin.com/company/castingcred/Casting Cred | Website -https://castingcred.com/Insightful Links:https://www.linkedin.com/learning/b2b-foundations-content-marketing/why-you-need-to-bend-the-traditional-marketing-funnel https://blog.hubspot.com/marketing/content-for-every-funnel-stage https://moz.com/beginners-guide-to-content-marketing/marketing-funnel https://publer.io/ Thanks for listening to the Marketing Leadership podcast, brought to you by Dots Loves Marketing. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing

 An out-of-the-box thinker, Matt's passion is doing what others assume can't be done. He is an aggressive marketer who has helped construction, engineering, architectural, and real estate consulting firms realize tens of millions in fees from projects ranging from $500K to $2B. He has been quoted in Engineering News-Record, written about in Zweig White's Marketing NOW, is an award-winning speaker, and hosts HelpEverybodyEveryday.com, a blog authored by some of the brightest minds in the marketing field. Matt wrote the book, Proposal Development Secrets: Win More, Work Smarter, and Get Home on Time. He is also a co-author of the Marketing Handbook for the Design & Construction Professional and author of the Society for Marketing Professional Services' research white paper on “Marketing to the Mind.” His interest in reaching audiences stems from a lifelong obsession with music. His work in podcasting, social media, and website development was born from a love of exploring new technologies. And his competitive edge and drive to always improve the firms he works with can be traced to his past as a competitive runner. In this show we will discuss the following: 02:20 How have times changed for submitting proposals 08:24 Being a modern-day project manager 10:15 New hiring trends in the industry 14:53 Working smarter 16:48 Tips for helping marketing principals function around sales and marketing activities 21:25 The buyer's journey and cold proposals 25:21 The million-dollar question when submitting proposals 28:12 Never talk about the due date 30:10 What to take into account when publishing a production schedule 32:45 Resources for learning proposal writing 

On this episode of 'Inbound & Down,' host Jon Sasala sits down with marketer, podcaster and author, David Bain to discuss his book Marketing Now, and his experience turning hours of audio/video interviews into said book. This episode of Inbound & Down is sponsored by AudioEye. Their automated technology provides the foundation for barrier-free access to the web. Learn more about AudioEye and the importance of digital accessibility, today. -- Do you have questions about any marketing tips discussed? Send them to inbound@moreycreative.com. Show Notes: Marketing Now Book Connect: Facebook Twitter Instagram LinkedIn YouTube Blog

Why are successful business people so attracted to sports? The answer is simple: sports visualizes the rules of life better than anything else. No one has ever won a championship by just showing up on the court. There are multiple factors for winning the game, but nothing else matters unless there is practice. Every win has its formula: physical shape + mindset + goalsetting. Athletes know that each element matters, so train their mind just like they train their bodies.And at last, legends like Michael Jordan make history by perfecting one skill that no one else has... This week we're introducing you Michael Jordan, whose example shows us how to manage life and succeed in business, in the episode [ARE YOU GETTING READY FOR THE PLAYOFFS?]. Here's what we cover: Finding your "WHY"How to stop playing smallHow would Michael Jordan beat the Big Box Chain StoreWhy the marketing time is NOWMeet John Sbrocco and Craig Lack at High Stakes Advising on Aug 3-4, 2020 in CaliforniaTickets available here >> https://bit.ly/2YNYYgG1. Sign Up For The Expert Session "Achieve Health Consortium"

Whether it's closing deals or building brand awareness, what's the proper mix of video content for your organization's goals? In this episode, we invite veteran podcaster, video content creator, and author of Marketing Now, David Bain. When he began his own marketing training programs in 2007, he came across Google's recommended content planning structure containing "Hero, Help, and Hub" Content.  And, in addition, added his own video content type: Heart.

David Bain, author of Marketing Now and David Szetela discuss how paid search and content marketing can work more closely together. "Marketing Now is filled with timeless advice that will help you gain an edge in your market. David Bain has interviewed hundreds of marketers who have years of experience in the digital space. He distilled all of that knowledge into the most actionable high-profit tips.

David Bain, author of Marketing Now and David Szetela discuss how paid search and content marketing can work more closely together. "Marketing Now is filled with timeless advice that will help you gain an edge in your market. David Bain has interviewed hundreds of marketers who have years of experience in the digital space. He distilled all of that knowledge into the most actionable high-profit tips.

How did David Bain turn his podcast content into a book? This week on The Inbound Success Podcast, Marketing Now author David Bain talks about how he went from podcasting to livestreaming to publishing a book - and how any marketer can repurpose audio content into electronic and printed books. Highlights from my conversation with David include: David started podcasting all the way back in 2006. His first attempt at repurposing audio content was to publish transcripts and compile them together. When he did that, he realized that transcripts don't work well for creating longer form content that people want to read. If you're thinking of creating audio content, quality audio is key. David recommends purchasing an ATR 2100 mic. You can also add professionally recorded intros and outros. David uses an iPad app called Boss Jock to edit his audio. After David got more serious about his audio content, he began pre-recording video using hangouts. From there, he moved on to live streaming. In 2015, he recorded a year end episode for his podcast that featured 20 to 30 marketers giving tips. The next year, he decided to feature 100 marketers and make a book out of their advice. David has worked with both Kindle Direct Publishing and Ingram Spark to produce ebooks and physical books out of his repurposed content. Resources from this episode: Visit the Marketing Now book microsite  Connect with David on LinkedIn Follow David on Twitter Listen to the podcast to learn how to repurpose podcast content into a book - and what that can do for your marketing results. Transcript Kathleen Booth (Host): Welcome back to the Inbound Success Podcast. I'm Kathleen Booth, and I'm your host. This week, my guest is David Bain, who is an author with the book, "Marketing Now", coming out any day now, and also a prolific podcaster. Welcome, David. David Bain (Guest): Hey, Kathleen. Great to be on with you. Thanks for asking me. David and Kathleen recording this episode. Kathleen: Yeah, I'm excited to talk with you, because you have quite a bit of experience with podcasting. You're also a marketer by trade, who has held various marketing roles. But, it seems like recently your focus has really been on the medium of podcasting, and now turning what you've done with podcasting into a book. Maybe we could start out and just you could tell your story, your background, what you've been doing, kind of led to you where you are now, and what you're doing now? About David Bain David: Sure. I've come to realize recently that's impossible to do everything in the world of marketing. It used to be possible, I reckon, maybe about five to 10 years ago when you're talking about marketing or maybe digital marketing, to say that you're a marketer or you're a digital marketer, and people would understand that you do a broad variety of different things, but all under the marketing umbrella. Nowadays, it's just so much involved, I think you have to specialize a bit. I guess I'm specializing a bit in podcasting and live streaming, and turning that into a book, as you say. I've been involved, I guess, in marketing for about 15 years or so. It was about 2004 that I really started to realize that I could publish webpages and do things like Google Ad Sense onto the pages, and start to make some decent money out of doing that. That's how I got started in marketing experience. Within a year or so, people were asking me, "How on earth do you actually do that?" So, I was helping a few people to do that, and I ended up building that into a few digital marketing courses, and discovering podcasting about the same time. I actually launched my first podcast way back in 2006. Kathleen: Wow, that's really early days for podcasting. David: It is, it is. It's a year or so after iTunes introduced podcasts. Prior to that, I guess you could do it with RSS feeds, but it was becoming really technical, and there wasn't much of an audience out there. It was really iTunes that brought it into the mainstream. Kathleen: That's amazing. I mean, that's so early on. How did you decide to do a podcast at that point? David: I think I had an iPod, or maybe a device that could listen to it, or at least I was able to download iTunes onto a computer and then discovered podcasts through there, I think, and then thought, "Wow, this could be an incredible medium for marketing, or for actually broadcasting content and distributing content." I had a website at the time, that was a fairly generic business article's website, because at the time when you're involved with SEO, then if you wanted a webpage to be ranked fairly highly, then all you had to do was submit an article to a third party article's directory, and have yourself an author bio at the bottom that had a keyword-rich link back to your website. That could fairly quickly rank it highly. I thought, "Okay, I'll get into this article's game by having an article's website." So, I had a business article's website. The first podcast was actually reading articles in audio form that people had submitted to me. Kathleen: So, you were like Audible before Audible. That is so interesting. David: Well, maybe a very, very small version of that. Kathleen: Yeah, wow. Fascinating. It's changed so much over the years too, really. It's gotten so much more sophisticated in terms of the delivery mechanisms, and the people that are participating, and the formats, et cetera. David: It's absolutely crazy. Back then, you're only talking about 30 years go. We're obviously recording this in 2019, but it's night and day in terms of quality and technology that's available to you, but also people's Internet connections, and devices. There's just so many things that have happened over the last few years or so. From podcasting to publishing a book Kathleen: Yeah, it's amazing. Now, your latest kind of adventure is taking some of what you've done with podcasting and turning it into a book, correct? David: Yes, it is indeed. I think podcasting lends itself quite nicely to either producing transcripts, or making the content available to people in other means. What I tried to do initially was produce some transcripts of the show and publish that. I came to realize fairly quickly, that actually people don't love to read transcripts, books, articles, whenever people write anything. It's an entirely different form compared with the way they actually say something. What I ended up doing was transcribing a series of live streams initially, and then taking the transcripts and completely rewriting them, to be honest with you, to make them into a readable form for our book. It's a whole lot of work to do that. I figured out that actually, I had to have an eight hour live stream to produce roughly 60,000 words of transcripts, and that is an average size of a 250 page book resource, or an average book basically. But in order to actually get the book in really nice readable form, you have to rewrite it. So, it's as much work, if not more work, than actually writing a book from scratch. Kathleen: You know, this is actually a really interesting topic to me, because I have show notes, and my show notes include an executive summary, if you will, but then I include the full transcript. Part of the reason I do that is also just for accessibility, anybody who is hearing impaired and wants to be able to read it. There's also an SEO benefit to having all of that copy and keyword-rich stuff on the page, but I will say that it's interesting when you look at a transcript. I really read mine, and I go through and I don't really heavily edit it, but I just sort of clean it up a little bit, and I add some headings to make it a little bit more digestible. I'll add some links in here and there. One thing I've learned from doing that, is you're absolutely right when you say that people speak differently than they write, and also than they want to read. I have learned that I start pretty much every sentence with "Yeah." David: I know, it's horrible, isn't it? Kathleen: From reading my own transcripts. David: When you edit everything. Kathleen: It's horrifying. I have now this conscious effort I need to make to not say the word, "Yeah" at the beginning of a sentence, and I'll probably do it 20 times on this podcast now that I've said it. I've had a few guests who have, for reasons connected with how they manage their personal brands, who've wanted to go back and edit the transcript and make it sound like it was something that was written as opposed to said. It totally turns it into something different. I've actually had some debates. With one of my guests in particular, I had a real debate about this because I was like, "It's a transcript. It's there for people who can't listen to the podcast, and want an accurate representation of it. So, we can't just completely change it." But I like what you're talking about, because that's really taking it to a different medium, where you don't have to preserve the integrity of the transcript. You can turn it into something that captures the spirit of it, but is much more elegantly written, if you will. David: Definitely. There were so many things you were sharing there, Kathleen, that we could probably have a full conversation about. When you were talking initially about the fact that obviously transcripts themselves have to be turned entirely into something completely different. What I find is actually the guests, as you've to a certain degree alluded to, actually prefer the written form when that form is representing them. I've reached out to every single person that have participated in the production of a live stream, and they've been completely happy. So, I've done it with the approval of other people as well. But you're also talking about SEO, and an SEO benefit as well. I believe that although Google, because it's probably the most important search engine for the majority of us listening, although it is looking for text to crawl, it's increasingly becoming better at being able to look into audio and see what people are saying, and looking through videos and seeing what the video is about as well. It's not perfect yet, but we're getting to a stage where Google is going to be able to transcribe audio without the written text being there. To a certain degree, the SEO value of producing a transcript, I think next to a podcast, is going to diminish over time. Then the question is, why are you doing that? Are you doing it really for people to view? I've probably been a little bit lazy in the past, of not wanting to do podcast transcripts beside every single episode. Have you actually had many people ask you specifically for transcripts? Or are you doing it because you feel it's great as an inclusive thing to do for all of your audience? Kathleen: It's really more of the latter. Philosophically, I like the idea of making the content accessible regardless of someone's ability to consume it in a certain format. I've philosophically chosen to include transcripts for that reason, but I will say that it's interesting, I publish my show notes on IMPACT's website, which has a lot of traffic. There are several podcasts on that website, and I believe, if I'm not mistaken, that my show notes get more views than most of the other podcast show notes. So, I do have a theory that from an SEO standpoint, there's something there. But again, it's not just a straight transcript. Like I said, I put some H2s in to chunk out the sections, help kind of make it easier to digest. There's also a section at the beginning that if you don't want to read through a whole transcript. You can just look at that. It's been an evolving experiment, honestly. David: I think that's a lovely tip, actually, putting H2s in there, because Google is looking for ways to break down the tanks on a webpage. If you're demonstrating that actually it's more than a transcript to a certain degree, that is what you're greeting because you're editing it so much, and you're ensuring that it's correct, and you're making it as easy as possible for the reader to consume it. I guess those simple things like H2s and perhaps some other small elements that you can bring in like list elements, maybe, if someone's referring to a list as well, would make it much more likely for search engines to treat that text positively. Kathleen: Yeah, it's a labor of love. Quite honestly, I'm not sure if you just made an ROI calculation, if I could prove that there was the ROI and the amount of time I spend. But it's interesting. It's just sort of the direction I've been going lately. Getting started with audio content Kathleen: I feel like we could have a whole conversation about that. But back to yours. Let's actually rewind for a minute. Can you talk a little bit about the podcasting or the live streaming that you were doing, that led to this notion to create a book? David: Sure. Sorry, I can't help asking questions. It's the podcast career in me. Kathleen: No, it's great. I love it. David: I love having a conversation. Kathleen: This is a good conversation. David: I believe that when I see other people live streaming, or producing lots of video content that they get some of the basics wrong, such as decent quality audio. I'm a strong believer that people should start off with a basic quality audio podcast to begin with, and that if they do that, if they have a piece of equipment like... Sorry, I'm talking a microphone that I'm using at the moment actually, but this ATR 2100, I wanted to refer to. The microphone that I'm using is an Electro Voice RE20, which is a more professional microphone. The microphone that I was wanting to refer to was the ATR 2100. The ATR 2100 is a very basic dynamic microphone that you connect to a computer using a USB. It's got a more professional connection cord, an XLR as well, but you don't need to worry about that. If you have a basic microphone like that connected to your computer, you connect with someone using Skype, and you record using a free piece of software that you can connect to Skype. That's all you need to begin with. Then you record 20 or so episodes to begin with, and you get comfortable with producing your audio podcast, and then you move on to video after that. I would encourage anyone that is looking to do live streaming, produce video, is to really think about your audio quality to begin with because certainly when it comes to YouTube, many people consume YouTube videos by walking around the house and occasionally referring to the screen. They're actually out for the decent audio quality content, and they're more likely to skip your video if you're difficult to hear, or you're just not good enough quality. Kathleen: Yeah, I think that's so true. I mean, I have a Blue Yeti microphone, which is, I would say, kind of comparable to the ATR, around the same price range, and easy to connect. You don't need to be any kind of an expert to use it, and don't have to spend a lot of money. It makes a huge difference. To that, I would add, having a really good Internet connection because I definitely had a good solid few months when I moved offices, where my Internet was not reliable. It was some of the most painful times. I had people messaging me who were listeners going, "Have you checked your Internet? It's cutting out a lot." It makes for a terrible experience. You're absolutely right. David: I love your guest booking experience as well, because you are very definitive with guests, with regards to what's good and what's not so good as well. I've done the same thing with many shows as well. Unless you're very specific with people, then people are going to get it wrong, or their audio quality isn't going to be as good as it could actually be, and you're not going to be delivering the highest quality of audio product to your consumers. Some people are switch off because of it, so you have to be like that. Kathleen: Yeah, no one wants you in their ear for 45 minutes with terrible static, or as one of my guests once did, shuffling papers right next to the microphone. David: Yes, or beards, yes. Kathleen: It's just a horrible sound. David: I don't know if you've experienced many beards on microphones. They are not so good either. Kathleen: Yeah, yeah it makes a big difference. So, what type of podcasting were you doing that led to the live streaming? From podcasting to live streaming David: Sure. I got more serious about podcasting about 2014. I think I played with a little bit before then, but as I alluded to, I did about 20 or so shows to begin with solely in audio format. I moved onto what I considered the next stage to getting a decent microphone, doing things like incorporating my intros, my outros, and different bumper noises. I've got this app on my iPad called Boss Jock that I connect to a mixer, and then I can bring that audio into it as well. That makes the show easier to edit in that you don't have to do everything towards the end as well. After that, I started recording on pre-recorded video. I started Hangouts at the time as unlisted video. Then that made me feel more comfortable, because I knew that if everything went wrong I didn't have to release the video at all. It made me feel less stressed to begin with, when I was getting involved with video. The next stage after that, as I see it, is live streaming and actually live streaming to social media, and looking at comments as you're live streaming as well, and being able to bring those comments into the conversation. There's so many different skills involved, and different aspect of that when you're starting video to begin with. You want to be comfortable looking into the camera, at least for the intro and the outro sections of your show. You want to be incorporating your musical elements, if you bring that into the show as well, and of course the readers' comments as well. You just can't do that to begin with. I see so many people, as I mentioned earlier, just starting live streaming and not being able to do that because they haven't gone through those steps. Kathleen: You were doing some podcasting, if I'm correct, for SEMrush as well as for MobileMonkey. You've had a lot of experience, both with your own podcasts, working with some other companies. David: Yeah. Repurposing podcast content into a book Kathleen: What gave you the idea to think about venturing into the world of books? David: Of books. Well, I've done, as you say, a lot of different podcasts. I've probably interviewed about 500 different marketers, so I've got an incredible database of contacts out there, people that I can reach out to. About 2015 or so, I decided to produce an end-of-year show, so perhaps I'd interviewed about 100 people by then. I thought, "Okay, it's be a lovely pre-Christmas-type show to get 20 or 30 marketers on and all give their thoughts of the year, what's their number one tip from what's happened during the year." Yeah, I had about 20 or 30 people on. It was about a two hour live stream, and it went really nicely. The following year, I decided to double it up and potentially make a book out of it. The following year, I did a four hour live stream and had just over a hundred marketers join me live. I gave them all three minutes each to share their number one actionable tip. I took the content and made my first book out of it. It did fairly well. It sold a few thousand copies. It just seemed to be the next logical step in terms of publishing content. I think you have to go where the opportunity is, but you have to really look to see what your competitors are doing out there, and also you have to work harder than other people who are out there. 10 years ago, I used to be able to publish blog posts and quite easily get those blog posts ranked. Then it moved on, and you had to publish incredible blog posts that 2000-5000 words long. Now, unless you've got a fairly authoritative domain name, it's even quite hard to get those sorts of posts ranked. "So, where are the other publishing opportunities?" I thought. Well, perhaps it's not even online at all. Loads of people still read books. It doesn't have to be Kindle book. It doesn't have to be any book in any form. It could be a physical copy book, and people still read physical books: paperback books, hard copy books. "First of all," I thought, "Well, it's very hard to publish a book. It's a lot more effort to publish a book. So, if I publish a book then it's going to position me above other people producing content around the same kind of topic." Then I thought, "Well, there are thousands and thousands of people that want to read this copy in book form as well." So, I guess those are some of the reasons I chose to publish a book. Kathleen: I have to laugh, because hazards of podcasting, I'm in my quiet home office and my dogs start to go crazy. That's the home alarm system, as I like to call it. David: Oh, that's great. I heard that in the background, Kathleen. I was wondering if you were able to edit it out at all. I thought, "Okay-" Kathleen: No, I always tell my guests when I listen to podcasts, I like it to be really organic and not overly scripted. So I say, "You know what, we're going to roll with it." So, I'm leaving this segment in so everybody can hear my two Labrador Retrievers who like to play- literally, if anybody walks by the front of my house they go crazy. David: And I was trying to talk over it, thinking- Kathleen: You're so good. David: Maybe you were going to be able to edit that out, and it was going to be easier for you to- Kathleen: No, we'll leave it in, because- David: Okay. Kathleen: It just gives more color to what's really happening behind the scenes. David: Great stuff. How David published his book Kathleen: You decided to publish a book. Can you talk a little bit about how you went about doing that, because I've had a couple of people on who've talked about writing and publishing books, and they've all taken different approaches. This is something I'm very interested in. I've spoken to so many marketers who've talked about either wanting to write a book, or wanting to use the content creators within their company to create a book as part of their marketing strategy. David: Yeah. Kathleen: There's the route of working with a publisher. There's self-publishing. There's so many options now. Can you talk about how you specifically did that? David: Sure. I haven't gone down the working with a publisher route, mainly because I think there's more profit in it being a self-publisher. I initially, several years ago, published some books just for Kindle. If you publish books for Kindle, then as long as you're charging between $2.99 and $9.99 in US dollars, then you can get 70% commission as a result of doing that. So, that's quite appealing. Then after that, when I published my first physical book, which was called "Digital Marketing" in 2017, that book was also published using a service called CreateSpace at the time. That's been merged into KDP, which is called Kindle Direct Publishing, but you can publish paperback books through that service. If I'm publishing a book for $14.99, and through that service for a book that is 268 pages long, it's costing me about $4.10 per book to get that book produced- Kathleen: Hard copy. David: No, that's our paperback copy. That's a paperback. Kathleen: Oh, okay. Well, yeah, but I mean printed. Printed copy. David: Yeah, absolutely. Yeah, sorry. I'm just differentiating because hard copies- Kathleen: Hard cover and paperback, right, right, right. David: Exactly. They cost quite differently. But paperback, they cost in general just over $4.00 if you're producing a book which is about the same size as mine, which is 268 pages of paper. Kathleen: Am I correct that, because I've talked to somebody else who has used Kindle Direct Publishing, am I correct that there is no minimum quantity for orders? You can order like one at a time? David: Yes. Yeah, yeah exactly. You can order them yourself personally. You can get your pre-published copies, which have a bit of a nasty extra bit on the front to say, "Do not resell." Then after it's published, then you can get the proper versions, which are the single copies. However, obviously you're going to be charged postage for doing that. So, sometimes you're better off getting 10 copies, or something like that. You can also do the same through another service called IngramSpark. IngramSpark also will produce that hard cover version of your book for you. If you're producing a hard cover version, then it's normally about five or six dollars to produce, because you've got that hard cover on top of it, and you've got your sleeve on top of it as well. So, you generally have to price it a bit higher. Hard cover versions, they're generally about $25.00. The paperback version is generally about $15.00. There's not much more profit in the hard cover version. I think the only benefits really for the hard cover version, is the perceived value of it. Because again, it looks like a higher quality product, so if you have your own events, and you're speaking at events, and you want to take hard cover copies of your book with you and sign them, then the hard covers are very nice in terms of perceived authority. Kathleen: Yeah, it's really fascinating to me, because the technology is such now that anyone can really do this. There's no issue with affordability. There's no issue with you need to have the connections in the publisher world. Anyone can write a book and publish it, and create a really very professional quality-looking printed version, as well as Kindle version, which presents an amazing opportunity from a marketing standpoint that so few people have taken advantage of. David: Well, it's hard, hard work to do and it takes a lot of time to do. So, I can understand where people don't want to do it. But I think it's about planning your content marketing out for the entire year, and if you're doing a podcast, if you're doing a series of blog posts, if you really think about it then you can design 12 chapters in a book out of the content that you produce. To a certain degree, you can write your book over your year out of your content that you're already producing. So, it needn't take a whole lot more effort. Which came first, the podcast or the book? Kathleen: Is that the way that you went about doing it this time? Did you really conceive of this in advance, and then create audio content kind of knowing that your end game was to create the book? Or did you have this audio content and then think, "Wait, this would be great fodder for a book." David: It's the way that I probably will do it in the future at some point. What I did this time was a few months ago, I hosted a massive live stream which was eight hours long. I had 134 marketers on that. Then I took the transcript of that and then completely rewrote it. Then I determined the categories of each piece of advice that all the marketers share. So, it was just the one question that I asked everyone. Hello doggy. I've got a two old son, and he likes to say, "Hello doggy." Anyway, look I think what I did this time was a whole lot of work, probably too much work, but it was a learning process as well. I categorized all the content after receiving it, because I was just about to say I asked all the marketers the same question, "What's your number one actionable marketing tip right now?" They all shared that number one tip. I thought the tips that were shared fitted very neatly into three key sections of the book, and then also into 12 categories from there as well. The 12 categories, of course, turned into 12 chapters. From the research, I've done 12 chapters. It's quite as nice number to have within a book. That's a nice way to break it down, if you're planning a book as well. If you want to write a whole book as a one-off, 60,000 words, that sounds quite a lot. But if you break it down into 5000 words per chapter, even 4000 words per chapter, plus an introduction and conclusion, then that's not too much to do. The difference between blogging and writing a book Kathleen: Now a lot of the marketers that listen to this podcast are prolific content creators. They are very accustomed to blogging, to writing articles. Many of them are also podcasters of their own right. I'm interested to know from your perspective, what do they need to know about creating content that is intended for a book as opposed to writing articles or blogs, which is a little bit more episodic, is there something different that you need to do as you approach that project? David: I think the key thing is, is to have that thread. So, to have that thread that binds the different chapters together. So, you can't just write 12 separate large pieces of content without that intended thread together, and the intended overarching topic of your book. I think you have to start with the end in mind. A good way to do that, is actually to research Amazon, to have a look at categories of books and to see what exists already, and where the opportunities are. Because one outcome that some authors wish to achieve is to get a bestseller. You can get bestsellers in different categories of Amazon as well. It's quite nice to take a screenshot of your book being number one in a category of Amazon. If you look into what topic of marketing, or another area of your business, and you find a category that's either under-serviced or perhaps doesn't actually have the type of book that you believe that you can offer, then that's a good place to start. Then you've got your topic of your book. Then it's a case of brainstorming maybe three sections, then four different chapters within those sections of your book, and then starting writing from there. Then you've got your thread, which binds everything together. Marketing your book Kathleen: So you write the copy, you probably create cover artwork, you pull all this into the Kindle Direct Publishing system so that you're able to publish the book through it. You just talked about people wanting to have Amazon bestsellers. What does someone need to know as far as the work that has to happen to market the book, especially before it's even published, because the little amount of research I've done into this, it's very clear to me that a lot needs to be done before the book even hits the virtual shelves, to lay the groundwork for a successful book launch. I'd love to hear from your standpoint what you're doing for that. David: From a successful marketing perspective on Amazon, one of the key things is reviews. It makes it more likely for people who stumble upon your book to decide to make that purchase if there are positive reviews. So I think that's a bit of a given. It's much, much better to have something in the region of 10 reviews in the marketplace that you want to target. I'm targeting with USA and the UK, and you want to have a reasonable number of views in those marketplaces. You've also got to be thinking about [crosstalk 00:31:22] together. You've got your hard cover, your paperback, and also your Kindle edition, and perhaps even an audiobook version as well. They can be all tied together. You can ask Amazon to tie those things together. One of the important things to try and get on a bestseller list within Amazon is to get a decent number of sales within a short time period. I would be guessing to a certain degree, but I'm pretty sure that if you can get maybe even just 100 sales of your book within 24 hours in a category of Amazon that's not particularly competitive, then you're quite likely to get fairly high within that category. So, a number of reviews. If you publish your book a few days before you intend to say that you're going to publish it, you reach out to your friends and your colleagues, and you ask them to buy it, and then you ask them to submit a review as well. Then on publishing day, you do some kind of live event. I'm doing a massive live stream on launch day. One of the intentions behind that is to get as many people as possible to buy it as soon as possible, and to get that algorithm of Amazon to notice that there's a lot of sales of that particular product happening. That's going to move it up the rankings. Kathleen: So I did see that. I went to your MarketingNowBook.com website, which if you're listening, you should check it out. I saw that you have the book launch party set for December 10th. I'm definitely going to sign up to listen to that. I'm curious to see how that comes off. It's a great idea. It's interesting what you said about having a slightly different date when the book goes up onto Amazon versus the official launch date. David: Yeah, well you can do that with one person. With IngramSpark, it's possible. There are lots of strange technicalities. With IngramSpark, it's possible to have your book available to purchase prior to launch date. With Amazon paperback, with a KDP paperback, it's not possible to do that. But with Kindle, it is possible to do that, to have pre-orders, is the technical term. You could have your book available for pre-order. I believe though any sales made within that pre-order period doesn't count towards the ranking after the book's been ranked. That's not going to help a lot with regards to your ranking afterwards, so you do want to make a lot of sales, if possible, on rank day. What I'm going to do is make my hard cover version and my Kindle version available on December 10th when it launches. I'm in the process of doing a quiet launch for the paperback version. That's going to be publicly available hopefully within the next few days. We're recording this on the second of December, so it'll be available a few days just before the 10th of December if everything goes according to plan. Then I'm going to get a few friends and colleagues to buy it, and to publish reviews on that version. I'm going to have that linked together with the hard cover version and the Kindle version, which is going to be then published on the 10th of December. Kathleen: That's great. Well, I can't wait to check out the book when it comes out. Again, if you're listening, you definitely need to go to MarketingNowBook.com so that you can sign up to attend the live stream. This has been so interesting, David, just hearing this whole process laid out. While I think you've made it clear that obviously writing a book is no easy undertaking, and I think it's important to understand, but I also feel like you've made it very accessible in terms of understanding the process of bringing a book to market. So, I appreciate that. David: Yeah, hopefully a couple of people give it a go. It's not easy, but if you plan it out beforehand, then you can save yourself a bit of heartache, perhaps, that I've gone through. Kathleen's two questions Kathleen: Yeah, that's great. Now I have two question I always ask my guests, and I'm curious to hear what you're going to say. We talk a lot about inbound marketing on this podcast. Is there a particular company or individual that you think is really killing it right now with inbound marketing? David: The company that springs to mind is a company called Conversion Rate Experts. They've been doing this for a while. What they do is they put together blog posts that are on a fairly infrequent basis. They probably publish maybe just once every two months or so, but they are incredible case studies that really help you with conversion rate optimization. Although these blog posts are thousands of words long, they've got videos in there, they've got wonderful images in there as well. You feel that you're getting a lot of value from that. Towards the bottom of the page, they say what you should be doing now. Then they've got a list of call to actions at the bottom that introduces you to their service. But it never feels like they're asking for the order beforehand. They're providing so much value beforehand, and they link up lovely emails with this as well, and entice people to read the articles. I think that a lot of marketers haven't necessarily got the right idea of what a blog is. A lot of blog publishers don't have this sense. Obviously, blogs originated from web blogs, which were regular updates of people's activities. To me, a blog is just a publishing opportunity. It's a CMS now, with some marketing opportunities baked into it. It's just a publishing opportunity. If it's a publishing opportunity, you can publish any type of content in there, and I think this company, Conversion Rate Experts, demonstrate that a blog can be used for different reasons. Kathleen: I love that point that you just made about a blog being a publishing opportunity. The last job that I was in, I was really charged with building out essentially a brand publishing business for the company, which is really just like a blog on steroids, if you will. It's articles, it's podcasts, it's all the different type of content that you think of when you think of a publisher. There's no reason that any company can't do that. It's certainly a more aggressive approach to content marketing, but it can be a very powerful one, all of which lives on a blogging platform. Kathleen: So, you're absolutely right when you characterize it that way. David: Great. Kathleen: Love that. Now, second question, the world of digital marketing is changing at what can seem like a lightening-fast pace. How do you personally stay educated and up-to-date? David: Funny enough actually, since I've started being really serious about podcasting in the last five years or so, I've probably read less to keep myself up-to-date with things. I've interviewed about 500 or so different top marketers out there, and that's been a wonderful way to keep up-to-date with things. I would say to people if you haven't started a podcast, simply do it to have great conversations with powerful authorities within your niche. I would have done all these podcast episodes with a view to just having the incredible conversations, and making incredible contacts that I've made. Obviously, not all my guests would have wanted to do that. They would have wanted to have the content distributed as well. But for me personally, that's been a great source of knowledge. I listen to a couple of podcasts as well. I listen to a podcast called Podcasters Roundtable, which is a good source of podcasting news, what's happening in Apple Podcasts, and podcasting in general. I listen to Mixergy, which is more of a digital business/entrepreneurship-type show, but that's a great source of information for me with regards to what's happening right now in digital businesses. Then I could tie different marketing activities up to that. The final source that I'll give you, if I'm hosting shows that relate to SEO and pay per click, then Search Engine Land is probably one of the key blogs that I go to, to keep abreast of the latest news there. Kathleen: Yeah, that's a great one. You are preaching to the choir when you talk about the power of podcasting. I always say if people listen to this, they've probably heard me say it several times, that I would keep doing the podcast even if no one listens, which as you pointed out, I'm sure my guests would not want that. It's an incredible learning experience, and I get to talk to people I would never otherwise meet, and to learn from them. That's just such an amazing gift, so I could not agree more with what you said about that. David: Absolutely. How to connect with David Kathleen: Well, if you are listening and you are interested in connecting with David or learning more, David, what's the best way for people to get in touch with you? David: I've got a brand new domain name that I just acquired a couple of months ago or so. Obviously, I'm using MarketingNowBook.com as the landing page for the book, but I'm really happy that I've finally got the DavidBain.com domain name. It took me a long time to get that. There were many people that squatted on it for a while, but I eventually got it. I had to go down to auction to get it. I'm thankful to have David Bain on LinkedIn, David Bain on Twitter, and DavidBain.com as well. I guess any of those areas are good. You know what to do next... Kathleen: That's great. All right, well if you're listening and you liked what you heard, you learned something new, please head to Apple Podcasts and leave a five star review for the podcast. That's how new people discover us. If you know somebody else whose doing kick ass inbound marketing work, Tweet me @WorkMommyWork, because I would love to have them be my next interview. Kathleen: Thanks so much, David. This was a lot of fun. David: Great to be on with you, Kathleen. Thanks again. Kathleen: Yeah, and you win the award, by the way, for muscling through more dog barks than any other guest. So, kudos to you. David: Sounds good.

Marketing Now author David Bain joins the show to discuss finding new content opportunities: · What content opportunities are emerging? · How to take advantage of audio and video content · The value of synthesizing offline and online content experiences Plus, we analyze Google's November 2019 Local Update!

Writing a book is hard. No doubt – anyone who tells you otherwise is lying! It takes hours of brainstorming, writing, editing and rewriting. Ideas fizzle out. Words become hard to come by and people just…give up! A mistake I see a lot of people make is assuming that if they want to write a book, they need to completely start from scratch…yet they are prolific content creators. You can save a lot of time by repurposing some of your existing content (from your podcast, blog, videos, etc.) into your book. Believe me, it's possible. After all, I wrote the book, https://www.content10x.com/book/ (Content 10x: More Content, Less Time, Maximum Results), using a lot of my own content and I'm not the only one. I'm always on the lookout for interesting examples of repurposing content into a book. Ready for something different?! Author of https://www.marketingnowbook.com/ (Marketing Now), David Bain, knows a thing or two about finding creative ways to repurpose content into a book…he repurposed an EPIC livestream series into a book, https://amzn.to/2YeiCzS (Marketing Now), which is packed full of actionable marketing advice from 134 of the world's leading marketers. In this episode, you'll learn about the creative repurposing strategy David took to help write his new book and how you can do the same! Find out: Tips for repurposing audio and livestream content into a book How transcriptions can help to repurpose audio and video content into a book Why you should create content with the intention of repurposing Common repurposing challenges and how to overcome them To find out more and to explore other episodes, https://www.content10x.com/112 (click here).

On the episode, I talk to David Bain, a long time and very prolific podcaster, the one I remember most being Digital Marketing Radio. David is also the author of Marketing Now (available very soon on Amazon!), which is a book which had it's genesis in a podcast. David is in good company with this type of repurposing, one of the biggest examples being Tim Ferriss and the Tools of Titans book. Tim created that book based on the hundreds of hours of content he's produced as part of his interview-based podcast. So, I thought I'd get David on the show, incase you want to follow in the footsteps of David and Tim. Here he talks about the 6-step process he used to create Marketing Now, and how you can create your own book. You'll find out:How David came up with the idea for the book, and how he created previous ones using the same method.How to think about book structure, and how that boils down into planning the audio content to base it onHow a live broadcast is a natural extension of a podcastHow he turned a live broadcast into the content for a bookWhere he decided to publish his book and whyHow he solved the design problem, and made it easy to create a great bookYou can find David over on twitter, and you can see more about the book, and sign up for the live launch stream here: Marketing Now. Support the show

On the episode, I talk to David Bain, a long time and very prolific podcaster, the one I remember most being Digital Marketing Radio. David is also the author of Marketing Now (available very soon on Amazon!), which is a book which had it's genesis in a podcast. David is in good company with this type of repurposing, one of the biggest examples being Tim Ferriss and the Tools of Titans book. Tim created that book based on the hundreds of hours of content he's produced as part of his interview-based podcast. So, I thought I'd get David on the show, incase you want to follow in the footsteps of David and Tim. Here he talks about the 6-step process he used to create Marketing Now, and how you can create your own book. You'll find out:How David came up with the idea for the book, and how he created previous ones using the same method.How to think about book structure, and how that boils down into planning the audio content to base it onHow a live broadcast is a natural extension of a podcastHow he turned a live broadcast into the content for a bookWhere he decided to publish his book and whyHow he solved the design problem, and made it easy to create a great bookYou can find David over on twitter, and you can see more about the book, and sign up for the live launch stream here: Marketing Now. Support the show (https://pod.academy)

When do you call Liz Hester at Marketing911...before it's too late! Let's get outside the box and save your Marketing NOW!

“You build it, and people are going to come.”  Why:  Goal was always serving the market that we’re in the best possible way that we could. Marketing: “Now the digital presence is probably the most effective and the greatest source of leads.” Sales: Grassroots business development efforts locally to find partnership opportunities.   Mistakes:  Converting to a responsive website was an issue.  We should have made a bigger investment in that area initially. Advice:  “The devil is in the details.”  Learn More Here: www.ajaxunion.com/podcast