Automating Your Podcast
Hey Content Creators!
Lots of you reading this have told me you plan to start a podcast this year, or are in the process of doing so now. You know there is great content to be created from running one, and it’s 100% worth the effort.
And I sit here, in the full knowledge that many of you won’t get past episode 10.
The main reasons?
- Time
- Lack of time
- See Reason 1
The fact of the matter is, running your own podcast can be EXTREMELY time-consuming. So there are two things you need to ensure:
- Always make sure you’re clear on the goals that your podcast is there to achieve, and why. Always be doing things that head TOWARDS that goal, not away.
- Automate anything repetitive or time-consuming as much as possible
- Outsource anything that doesn’t require your input, that can’t be automated.
For more insights, check out Launching a Podcast.
Inviting Guests
Many of you will underestimate the amount of time it takes to find, invite, and manage guests, leading up to your show recording. It can rapidly become a full-time job… so if you want to ensure you continue to run your podcast, you need to get RUTHLESS with this part of the process.
Set up a Calendly Invite
Yes, there are other tools available. Calendly is my favourite, just because of how simple and easy it is.
Create an event, that you can quickly send to prospective guests, when you’re ready to get recording. No more email-tennis. I do this for ALL my business meetings, and it’s one of the ways I manage to save HUGE amounts of time, and missed meetings. You can (and should) also set up meeting reminders to your guests, to make sure that they’re ready and prepared.
Some tips here:
- Make sure the event is secret – and can only be found via your link
- Communication is everything – let the guests know:
- The format of your show
- Standard questions you might ask
- What you expect of them with regards to internet, location (ie should they be in a quiet environment?), sound quality (make sure they’re using a good microphone), and let them know if you’ll also be recording video – many people wrongly assume podcasts are audio only!
- Set expectations around going off piste, and that you’ll bring them back to the intended topic(s)
- What their topic(s) are!
AFTER the recording, you can also have Calendly automatically thank them, and remind them of all the different ways they can promote the recording, once you provide a release date!
Registration Forms!
I did this for MarketPulse, and decided to run messaging campaigns to ‘target profiles’ for my guest list on both LinkedIn and email…. within a few hours, I’d secured my first four guests, and I didn’t know any of them personally!
So my second caution here, is to also have a JotForm set up, regardless of the volume.
With Jotform, you can easily create a new (free) account, and search for a podcast guest form in their templates – which will give your guests the easy ability to add their own Bio for you, any relevant links, and upload a headshot for any graphics (of course, you’re using Canva to give them a custom episode graphic, right?!)
If you’re smart, you could also mention that by signing up to your podcast, they’re happy to be on your email newsletter, and that they can subscribe at any time? You can then add them to your email list also – after all, it’s a topic they’re interested in, by agreeing to be part of your podcast, right?
Worst they can do is say no thanks.
For more detailed strategies, see Starting vs Perfection.
Google/Microsoft Integrations
It’s actually VERY easy to add registrations from your JotForm to a Google sheet, or Microsoft Excel document – and with this approach, things become very easy to manage, and copy and paste.
I’d highly recommend doing this, and it also allows you to prioritise AMAZING guests above those who maybe won’t have as much deep impact on your audience.
The process then, is to release your invites to your Calendly event to these people, a few at a time, to prevent yourself becoming over-subscribed and lost in just doing podcasting, instead of running your business!
For a more automated approach, check out Maximise Your Productivity.
Canva Artwork
Next recommendation from me, is to create a standard promotional template in Canva, that you can quickly copy & paste text and graphics into, so that all your guests get a nice, uniform promo graphic(s), and you’re making it easy for people to share information about your show – capitalising on their audience as well as your own. Remember – a BIG part of using content effectively, is getting others to promote your content easily!!
Friction – People don’t convert to the Form??!!
That’s true. Lots of people DON’T fill the form out. Ultimately, my take on this, is that they want you to do EVERYTHING for them. As busy business owners for whom this podcast is probably a side-hustle, we just don’t have time for this. I’d argue that these are the fair weather guests who probably won’t turn up because they’ve got an ingrown toenail that day.
You’re important to them now, but actually, how important will you be on the day? Those who bother to fill the form in will be there, I’d be willing to bet.
Post recording communication
So, now you’ve recorded the show, and you’re ready to send out the show publication date… make sure to copy them all their promotional materials and instructions. Tell them how you’d like them to promote it, and where… don’t assume you’re teaching them to suck eggs – most folks wrongly assume you’ll do all the promoting.
Explain the benefits to them of promoting it to their own network, why they should be doing it, and give them some example copy to use.
BUT. Write this only once. Save it as a template email, and re-use it.
Word of warning: MAKE SURE YOU CAPITALISE AND MAKE OBVIOUS anything that needs to be customised to that person, prior to the email going out!!! Nobody likes to receive “Dear ” emails, because you missed the obvious.
If you REALLY want to make this bit automated, you could also add a few custom fields to the newsletter platform, and add the guests to a specific contact list for post-recording. Once they’re done, they get a nice email sharing a URL link to their promo graphics, instructions for promoting, and the date/time of publication direct from that.
For further reading on content promotion, check out How Passionate Content Converts Viewers to Customers.
Holy Crap, Paul… that’s a lot of work!!!
Nope, it’s WAY more complex sounding than it is. But even if it is… it’s all things that you will spend HOURS on for every guest. By making it automated and self-serve, you will save yourself TONNES of time, and in the end? You’ll probably get past that 10-hour marker!
You’re welcome!!!
If you have any questions, pop them in the comments below and I’ll do my best to answer them!
New Service Announcement:
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If you’ve been on the edge about recording video for social content, now you’ve got no excuses!!!
Partner Shoutout
Philip Bacon is the owner of Bacon Marketing, and a close partner for us at Javelin:
Bacon Marketing – Making your marketing sizzle! Through well-structured, strategically designed marketing campaigns, that surround your target from multiple angles, making it almost impossible for them to forget, or ignore you. Focusing on Tech, Engineering, and Manufacturing industries and Marketing Agencies, that don’t have the time or resources to do the work in-house, but know they need to do something, and something new (because if you build it, they will come, is not a viable marketing strategy).
I’ve known Phil for more than 5 years now, and his knowledge is second to none. Most importantly, he’s one of a handful of folks I know who can actually run cold email campaigns that convert!
