Video Podcasting: The Key to Unlocking Unlimited Content - Teacher: Rich Cardona

Long form video is the new way to create almost unlimited content for your business. But how do you turn that long form video into relevant content that will feed every single marketing channel relevant to you? Today in our lesson, we're talking video podcasting. Should you have an interview podcast or go solo? How often should you publish your podcast? And how do you repurpose a big in depth piece of video content into smaller relevant pieces of content that will work for you? Here we go.

Hello and welcome to the Useful Content Podcast, and today we have a brand new teacher in the useful content classroom. Rich Hi Rich.

What's going on? I'm excited to be here. Thanks for having me, man.

Great to have you on, man. You've been on LinkedIn with me for a little while and I think I inserted myself into the middle of your journey, ending up where you are right now, running this video podcasting agency. Could you tell the people about what you do and how you make useful content for your clients?

Absolutely, uh, as a lot of us know, Uh, you know, you have to scale your content in order to scale your brand, and that's exactly what we do. Uh, we try to do it through video podcasting, which is a way to just all the effort, uh, that you need, but boil down into maybe a one hour show, right?

So try and multiply the content way you can multiply the touches and the places you can show up and do it across all the mediums that actually matter, which, uh, are obviously, you know, a written medium. Video medium and then the audio medium, which are three totally different audiences. So we try and cater to all your audiences and that's the purpose of a video podcast, and that's how we'd love to help people.

So, I mean, when, when you think about how you repurpose your content, particularly from a video, content perspective, starting video first 'cause that's what you do. I know that you ran a video agency before video production agency before and you transitioned into video podcast. Um, what caused you to change from that into video podcasting?

Oh man, that, that's a great question. I like legitimately. Great question. No one has asked me that. I, I think, I was doing a lot of talking head, uh, content for CEOs and I really enjoyed that. And I call it a show up and shoot model where I would travel to you and I'd be like, okay, let's bang out, you know, in the next few hours, let's bang out, uh, you know, 40 something pieces of content.

So at three pieces of content a week, that's, you're good for three months and you don't have to see me for all that time. And I like that model a lot. And, and we will rarely still do that, but what I realized was, You know, just, you're just going for the quantity at that point. You know, you're just kind of trying to get your hook, you're trying to get the meat and you're trying to get, you know, the c t A in the end and you're trying to do it all in 60 seconds or less. as we know, even though you have up to 90 seconds on a lot of these short form platforms that are, are specifically platforms that cater to short form, it just gets less and less. It's like, dude, you need to be interesting 0.5 seconds into that thing, whatever it is, because everyone's in scrolling mode, right?

So, Uh, had been a podcaster as you are, and I was a fan of podcasts, and I just realized that there was just so much more meat in long form content, and I'm like, I do it. know, some of these people are just fantastic storytellers. Like, why are we kind of shoving them into a corner? Just because that seems to be what's hot right now.

Podcasting has been growing steadily year, over year, over year. So, uh, the pivot just became As a way for people to not have to rush and just cater to algorithmically driven platforms and just, you know, and, and to just be themselves, show up as themselves, and really, really just tap into, I think, what they want to talk about without having to be in a hurry. And I think that's the biggest value.

Yeah, I like that. I, I know I hadn't thought of that before. Like there is a big difference between trying to create content, and your focus is short form as opposed to creating something that is a block of, uh, knowledge that is deep and then extracting things from that and creating shorter form content.

Uh, when you talk to people about those two choices, 'cause I know now you. Don't necessarily promote the firstt part of it anymore. It might still happen. When you talk to people about those two choices, do you ever come to the point where saying that, okay, this person really needs to do the short form thing and this person needs to do a podcast, or is it, do you always say A podcast will work the best?

Uh, that's, that's another good one. So, shortform, I, as much as I do not like Shortform, I do believe it is a requisite. And I do believe like there's only so much you can repurpose. You can get a ton From a 30 minute or hour long podcast, but sometimes you just have those quick hitters, like, here's five websites that you could use to repurpose your podcast audio.

You don't need to make a podcast about that, right? Like you could do, you could do that in a second. So if it's quick hitting of brand nurturing or audience nurturing content, yeah, do the short form. And you don't even need someone like us to do that, right? Like you could literally just use your phone, set it on hands free and do your little reel and do whatever you gotta do. Um, so try and push them into either way, but if people, I, I, I would say the people that we wanna work with the most, want to give the most to their audience. And I believe it's just kind of conceptually inside them, they're teachers, you know what I mean? They're authors, they're speakers. They love being on stage for 40 something minutes. This is a mini keynote. Do you know what I'm saying? So it's like I, I could kind of tell, my radar goes to which way they want to go. And if we don't wanna do the short form stuff, we have plenty of people we could refer 'em to. But I definitely try and be a little bit more attentive. And, and I, I will tell you this, at the beginning of every Call of Discovery call, I will say, we have, here's our agenda. We're gonna end up in one of three places. I was like, one is we're gonna really like each other and we're gonna work together. I was like, two is, we might like each other but we might, might not be the right fit. And I could refer you to someone else who's competent. I always say competent as a way to be like, that doesn't sound sexy, So I say that and then the third one I say is, uh, you might realize like you absolutely have no interest in doing video or a video podcast. And I was like, and that's good too. But either way, if I help you at arrived at any of those conclusions, it's a win. At least it shows I'm trying to give them something, even if it's not with me.

So I never try and push it. But that's a very good question. Be because I just, the people we work wanna work with and wanna work with us usually enjoy the, the kind of length of, of this kind of style of content. 

I, I agree with that. I'm a big advocate for doing that these days. I had my stint on TikTok and I grew that real fast. But it felt, um, it really battered me if I have to say that. Yeah, it is a hard thing to have to think about content every single day.

So I guess part of what you're doing for these leaders, these CEOs and these people who run businesses, is that you are making it so that they have to think about content every single day. That they could just make something and then take that and make a, a ton of other things from it.

Absolutely. So I think like there's, it's, it's, you know, Alex Hor Moey talks about this a lot, which is, hook, retain, and reward. So h r r, and if you do that for short form content, I could say to you, let, let's just make something up off the spot. Okay? I'm looking at, uh, a note right here on my desk from one of my daughters, and it says, I love you, dad. I'll be like, here's why I keep family pictures in my office. You know? And I can say something along those lines of it, because during the Workday, And right before I go to bed and right when I wake up, all I'm thinking about is my business and sometimes I need to be reminded of what's most important to me.

Then I just go and be like, here's how you can do that too. Maybe that's it, but like hook, retain, reward. That's short form content and I can make that into 60 seconds or less. But podcast, if you do it right and you're doing it perfectly, by the way, like, it's that A bunch of it and it adds up to 30 minutes. So it's the same kind of concept as long as you're bringing someone on a journey. And it's not just people just casually talking about nothing and like trying to arrive to a conclusion you are asking right now. This is great for your listeners, by the way. You're an excellent podcaster. You're asking very specific questions that you're gonna get very specific answers, and the only thing I could do better for you is repeat. Question when I answer it make it seamless. But anyway, uh, that's all it is, man. It's like the same thing, just in a longer format. So, um, yeah, that's what I would say.

We're gonna get into video podcasting specifics, but it's one more thing I wanted to get from you. I was listening to one of your videos and, um, or your podcast, 'cause I know you've, you've done two, you've sunsetted two of them, I think, and you're, and I think you're currently working on releasing this new one, which is like a local business type of, um, Podcasting video podcast.

Mm-hmm.

Um, but it, you almost quit at 54 episodes in, is that something specific to you that happened to you? Or do you see podcasters quitting around that same time too? Was the start on that really?

Oh, I mean, you know the deal, man. A lot of people don't make it to seven. Uh, but I think nothing really happens until 50. And now I tell anyone that we work with the same thing unless we're taking over. An existing podcast. So I think, uh, after 50 episodes is the only time, and this goes for like YouTube as well.

Like if you're making YouTube video, any long form content, you're not gonna have the requisite data points until you're there. Like, you just won't, man. Like you won't be able to see, like especially on podcasting, on Apple Podcasts, you know, you could go in and you could look at listening percentages per episode. I mean, you could see, you could look on other analytics and be like, wow, this episode took off for some reason. it's 'cause I'm talking about money, you know, and these ones about self-improvement. No one cared about. Like, maybe I need to do less of that now. The problem is, if you don't enjoy making some of that content that did better than you wanted to, then you might be in a weird situation.

But otherwise, um, I would say you, you need as much data as you can. We just signed someone. And we do six months agreements. We just signed someone and he's like, uh, can we just do a year agreement? And I was like excited at the same time. I'm like, hold on, hold your horses. Like, let's see how it goes.

What if, what if in month four you're not feeling it? You know, to your point, I. And he knew, he's like, it needs, you need to do something long in order to kind of actually see what happens, right? And, and I completely agree. probably know that your first episode and your second episode, you were not hosting the same way you are now.

also a way of hosting vibe, the way you interact, the types of questions you ask, and all that just gets refined. If I started lifting weights tomorrow and I had never lifted before, the way I lift after my 52nd workout or 50th workout is gonna be different. I wanted to quit. I wanted to quit, but like, I also had absolutely strange, very ambiguous expectations.

I, I don't know what I expected, uh, but I just, I knew I enjoyed interviewing people and that's what kind of kept me around that. And I will say this, that this has slept on, man, and I, I've, I've said it before, but I started making solo episodes versus just interview. And as you know, there's complications with interviews, whether it's rescheduling, which I had to do with you, whether it's tech issues, know, there's a lot of like different little stressors that go into interviewing, and I believe when you solo podcasts, what happens is you realize. You don't wanna rely on someone else to carry it. Right? Like I should be able to story tell on my own. I should be able to convey topics on my own. I should be able to engage the audience on my own and not necessarily just be like, he's gonna be the conduit of awesome information for you.

Like of course, that's a good thing. And I'm not saying all there's anything wrong with interview podcasting, but that's literally what kind of brought me back. I started making solo episodes and dude, they started doing well and I was like, Real well. And I was like, this is crazy. And then later down the road, I had big name guests that you know in the podcast industry, and I'm like, somehow, some way the solo episodes performed better. And I was like, that's strange. But didn't go to 54 if I quit at that moment, like I told you, then it would've been for nothing. I learned everything after that and know a lot of people in this industry and doing this thing don't have the patience to do that.

So you, you just really don't know what's on the other side unless you just keep going.

Yeah, I love that. I agree with you in that, solo episode need is a large one. And so when I first started doing live, 'cause I started with live, uh, not really recorded like this, this is

much easier now.

Yeah, for sure, dude.

It is much more difficult. Um, but, but I realized that, I realized that you really do need to have episodes where you just speak to the people.

You know, you connect with your audience and people who are have come to learn from you, hear your voice get accustomed to you. You build your brand that way. And it's good to have people on, and that's as good, especially if the conversation is good. But like solo episodes are so important, for, for growing, um, your business and for people knowing who you are.

Yep.

practice also, man. It's, it's just, it's also just practice, man. Like, it's practicing how you deliver, how you package a story where you put inflection.

Mm.

what, when I mean, and here, sorry, I, got me real raw up right now, man, but like a lot of people. I don't know if you do or not, man, but a lot of people listen back to their own episodes. And I'm like, dude, you have to. You have to. 'cause if you're bored, your audience is bored and you gotta know. You gotta know. So that's, that's gonna help you tremendously. So if you're hearing that there's your hack for the day,

Yeah, that's true. I love listening to my own episodes. I

Good for you, dude.

I love it. I love this thing. I love listening to the conversation, seeing I know which ones are good. I know which ones are good, and I know which ones are, ah, that was all right. 

If I could listen back to it and I can enjoy it, I would think that many people could feel the same way.

You know? 

agree,

at least you're proud of it, right? Like you're like, I'm proud I have that content. Now. Who cares? If it didn't do what I wanted it to do, maybe it'll, maybe it'll hit later down the road. So yeah, I'm with you a hundred percent.

Yeah, that's good. That's good stuff. All right, great. So that's a good introduction to podcasting in general. Let's get more into video podcasting. Let's talk a bit about that, uh, 'cause I know that's what your primary expertise is now, and um, that's something that you're growing and so you transition from the, podcast.

As in audio. Audio and I guess, uh, the choice that you made in to interview local businesses was to facilitate that video podcasting part of it. Yeah.

Not necessarily actually like what I wanted to do was prove the concept of being the mayor of your town. And I could get into that in a second. But, uh, we've really started video podcasting for clients, uh, once I realized in one of my Sunset podcasts that you had mentioned, uh, it's called NFTs for newbies like. We were just putting it on YouTube and it was really helping us grow our community and our audience, and I just didn't wanna do the work or put in the money to have, like, produce something for YouTube. But now it's absolutely, you cannot ignore it. And I could get into that in a second, but the, the concept here, the video podcasting is to do in-person podcasts, my wife and I, who's not a podcaster, and an opportunity for me to kind of document that journey and be like, okay, like Here's how I set up, here's who I, here's how I found someone to video for us. Here's what it's doing for me. Uh, I'm able to network with local business people because I'm really weird about making adult friends. So I'm like, I might as well just interview entrepreneurs, you know, stuff like that. So, so, um, just video, just to me. I. Um, I, I just recognized it added so many more elements and audio only as, as, as you know, which is why we're doing this right now. But yes, so there's just a lot of things that I, I felt could be gained from it versus just the audio only experience. And I had the proof for it and I was able to do that with clients and I saw their audiences grow tremendously. And I was like, this has to be the pivot. This has to be.

Excellent, excellent. Good. Because I know many people gotten so accustomed to the format that we're doing now, which is like, you jump on one of these, video podcasting platforms and you do it this way, but there's some quality to doing it in person that you, you, you just, you just can't match.

When I see that, I'm like, oh, this is so great. You have a, like a set, a studio or location

yes.

and you know, it's different

the energy is extremely tangible. And I will tell you this, and I don't know if it's the same for you, but, it's your business or a podcast or interviewing someone, the ability to kind of see the way they sit in their seat or where their eyes go, their hand gestures, like all the things, you know, just like I, I can't explain it like I love it. I love just like talking to people generally, even though, like I'm, I'm an introvert in a lot of ways, but when it comes to podcasting and having the ability to interview people in person, I just think it makes better content, like there's no escaping it.

There's less distractions. Like As two people who are in person, it's just, I don't know how to describe it.

It's more intimate, and

always say podcasting is the most intimate form of marketing,

like, it's just, it's just a different intimate setting. you know, it can't go on forever. So like, you just bring it, it just goes fast and like an hour.

It just goes by so much faster. And next thing you know, it's like we legitimately forgot there was cameras. We forgot there was microphones. We got into stories, we got into jokes, and anything could be edited out and, and you know, at the end if you need to. But it's just different experience and I think it is, uh, just a way to have a truly formidable connection.

And the real reason I do it, man, is because anytime a big guest said yes, the past, I'm like, I have to leave a different impression than everyone else. I have to, would always say thank you. I. And I'd be like, I'm coming to you by the way. And they'd be like, huh. And then, and they're just like, okay. I mean, they're like, if this dude's willing to drive down here or fly down here and bring some stuff and set it up for, uh, you know, an hour long outta, or 45 minutes outta my day, like, so be it. It's more convenient for them as a matter of fact. Dude. So that's what I would do. And I'm like, I'm not gonna waste this opportunity. And that's, that, that actually is a true, true trigger, for me, for all that stuff. So that's, that's what it was. I was like, I'm not passing up on this opportunity. I need to be memorable to them.

It'll be memorable for me, and obviously I. If I could, like, the best impression I could leave is also bringing a gift. Right? Someone

bring a gift, leave them a gift, treat their staff well, interact with the people around them. There's, there's so many things due to, obviously I'm passionate about it, but that is the power of in-person video podcasting for sure.

Yeah. Yeah. And people love that you bring them a physical gift. You do some research, find out what they like,

Yes,

bring them a nice physical gift. I mean, they're gonna remember that that's, you know, you've established a relationship in a way that you couldn't do if it was virtual. good stuff. All right, so let's talk about a bit about your content machine and how that works.

We've I mean, many people have heard the term, Content machine before,

but I wanna get what is your definition of a content machine and, and then we'll go into some details of how you run yours.

I would say anything that maximizes the output of the content you could put out while minimizing the input of your time. Okay. So that is like the whole premise of this, and that is why kind of made that show up and shoot model that I discuss until I model we do on the podcasting side as well. Right now, it's very easy for me to go and visit a client and be like, let's go do 12 episodes.

You won't see or hear from me for a month. All you know is after that everything's happening. the purpose of the, the, the content machine, how it should and could work we'll just use one, one piece of content as an example, and I will use my local video podcast, uh, that, that I was, uh, kind of mentioning.

So, We go and record the episode from there, it should get uploaded. And what I have, we use, uh, frame.io for reviewing and for editing. I don't know if you do the same, but we'll upload, uh, the clips to frame.io. Okay. Our editor or a contractor, whoever it is that you have available. And the reason, by the way, the reason frame.io, it's, it's kinda like, it's a place where you could give real time feedback.

You could review, you could draw on it, you could leave comments and timestamps and all that stuff. But the real reason I say uploading it to there is 'cause uploading it to Google Drive takes forever for us. And I know there's people who do Dropbox as well, but for whatever reason, frame.io, it's like And I'm like, okay, so we go in there. At the timestamp zero, what I'll do is I'll just put, something along the lines of, remove this, you know, any, any pre direction I wanna do. I will do, if I want B roll in certain parts, I'll, I'll leave some instructions there. Or if we don't do it on frame, we'll have a brief sheet. And I, I know I'm kind of explaining like the process, but I think it matters. So from there, what we'll do is we'll get, if it's two cameras, called a multi-cam sequence, I'll have them stitch it together and give me a clean multi-cam sequence. All that means is it's going from you. The camera's going from you to me, or a wide shot to you, or a wide shot to me, whatever it is, nice and clean from there. I or someone on the team will go in there and do timestamps and it'll just literally be like, start and stop. So start at this word, stop at this word, or whatever it is, and we do as many of those as humanly possible. The reason we do that is the person, a short form editor or someone on your team, or you can be like, okay. Cool. I got 10 clips outta that, or I got 12 viable things outta that. And the reason it's clean, meaning not edited for YouTube or anything like that is because if it's repurposed from a long form piece of content that's made for YouTube, it doesn't really hit the same in my opinion. I think you have to try and be specific to What the plat, the short form platforms want, and it's an investment of time or money, one or the other. You're, you're gonna be doing that, but, okay. So I had the long form piece of content. I got the, I got the timestamps for as many clips as possible from it short form clips. From there, then it goes into long form editing made for YouTube, the lower third. here. You know, follow me on Instagram. B-roll. If you don't know what B-roll is, it's just like, it's just anything that's kind of contextual. If I'm talking about podcasting, there's gonna be some stock footage of people on a, in a podcast booth, or maybe it's me. Even better if it's real, if it's actually me in the B roll, things that are gonna keep attention during that long form YouTube video, something every five to seven seconds either. A transition, roll, in, a zoom out, anything like that. Okay, so now I got YouTube covered. Then the audio person gets it. And we've actually used to have an in-house editor, but we just found a few great people on Upwork, uh, audio engineers, and they're just fantastic. So I'm like, okay, we're just gonna stick with you because the turnaround time is unbelievable. So we get all that done. There's your long form piece of content or there's your long form audio piece of content. As you know, you put it, you schedule it, and you get your show notes and all that other stuff. Now all that stuff is pretty relevant, SS e o wise, if you care about it, I don't care about s e O that much, but you have all those things.

So timestamps, ss, e o, all that kind of stuff. In your description of the episode tags, any of that stuff. So we've covered short form. You have 10 short form pieces of content. Those could go in a million, that those could go in a lot of different places. It could go Facebook, Instagram, TikTok, Pinterest, LinkedIn, like all the places, right?

So 10 times whatever. you have YouTube. Okay. Then you have the long form piece of content. That's the audio piece that's gonna go on up to 20 something platforms. Okay? So there you got that and I, I can't even do the math, but it's a lot. And then you have the written part. could turn it into articles on LinkedIn.

You could turn it into a medium post. You could put it on your own blog, on your website. You have the audio version. So all you do for that is you grab the transcription if you want, you could plug it into chat g p t and be like, take this entire transcript and make me a blog, ar article, or make me four blog articles based off the different, phases of this conversation where we cover different subjects. There, there's a freaking content machine, dude. Like that's, that's it. Like, do you know what I'm saying? Like, what just happened right now? Like, that's it. And I'm not saying it's about quantity. Like, oh wow, you should be so proud that you did all this quantity. You should be proud that you are trying to cater to the different consumption methods of the people who follow you

or are going to discover you. And that's all you're doing, man. Like that's all you're doing is trying to be like, if you like to read, I got you covered. If you like short form, I got you covered.

If you like to listen, I got you covered. If you like to watch on YouTube, I got you covered. That to me speaks volumes of what you are trying to do for your audience, not yourself.

Yeah. Yeah, that's great. You just kind of give a complete breakdown. I like that you started, I'm gonna talk about the process. That's good that you spoke about the process. 'cause this is the things people want to hear. They wanna know, how does this actually work.

I've seen a lot of people say, repurposed, repurposed, repurposed two x 10 x whatever, X

I don't know how this thing actually works. So that's a great breakdown.

Thank you. Yeah, and I, I could go deeper, but yeah, I, I appreciate it.

Oh, so, so tell me, uh, from the, including the time you take to record the podcast, how long does it take to actually do all of that?

So, so, uh, this is

timely that you're saying that we just actually dedicated yesterday that we are going to commit to a five business day turnaround for clients. The reason I say that is because of the process. What I did not mention in any of that, what the QA process, which matters. Now, uh, the quality assurance process, right?

So if the short form comes I got all the short form clips that the editor uploads to frame.io and I could hit needs review or approved or anything like that. But I go in there and let's just say, I'm talking about here's ways, here's the five best ways to launch your podcast. I see that the caption or the subtitle says, five Ways to Lunch your Podcast, which just literally just happened the other day. I'm like, okay, so I gotta send that back for review. if I see the long form content and uh, let's just say, I'm talking about time when I was in the Marine Corps they have some stock footage of someone in the Army or something like that.

Then I'd be like, hold on a second, like, what are you doing? Like go the extra mile, go onto my Facebook, or go to my Instagram and find me in uniform or just. Text me or send me a Slack message. It's like, do you have any pictures from when you were in the Marine Corps just to make it that much better, right?

Like if I'm talking about that, you know, maybe I'm the only one who, who will see the difference in that video, but I care like it matters.

I'm just talking about me with clients, new levels, new devils, right? So it's like you gotta be willing to do all that stuff. So the, the quality assurance process, I would say is what probably takes the longest, how we get around that. In terms of, uh, trying to reduce that turnaround time to accomplish every single thing I just told you, uh, is by really, really taking our time on the very, very first episode that we do for them on the audio side. You know, it's not gonna be any too, there's not a lot of bells and whistles you could do on that. Okay. but on the video side there are, so we have to absolutely. Nail and I mean, nail that first, uh, video. Like it doesn't matter how many revisions, no matter how sick you get about like what they come back with you nail it. And if you're good and you've batched your content or we've batched their content for them, meaning they have five or six episodes, then we know we could do the next five. But if we start editing all of those at the beginning, like game over, because they're not gonna like anything on all of 'em. So

we do. So five day turnaround time for the, the. Show description, the timestamps, the YouTube, the scheduling it on YouTube, the chapters, all those things. Um, so that's what I would say it takes and that's with a team.

If it's you solo, probably gonna take a little bit longer. So my suggestion for you, if you're solo and, and you know you're frugal at the moment or don't have the income to like, have anything super highly produced, then batch your content and just really commit. I would say like Every Friday, you know, everyone wants to chill on Friday.

Well, you know what, like, you know where you'll lose your time on a Friday is editing timestamping and all that stuff. So commit every Friday seven to 12, whatever it is, and just start working through your backlog little by little. And once you have a backlog of maybe eight to 10 episodes, then you could launch if you haven't launched yet.

And then you have breathing room. And you know how it is, man. Like you never wanna be in the position where The same week of your podcast that you're supposed to release it and you haven't recorded anything yet that is like the most stressful thing on earth. And then you're like, and that's when people quit.

Yeah.

when people quit. They're like, well, I missed one week. Might as well miss another. No one's gonna care. And then people just never come back. So that turned around time. Um, dude. We're obsessed with, making that a operation and, and just systemized as possible. Uh, obviously we have, deliverables, but something to pay attention to. Um, but it's a content machine and it will be worth it.

Yeah, that's, that's lovely. I, it interesting thing is that like, um, so I have, I have like seven or eight podcasts

Great.

right?

So

Uh, um, they mainly edited, it's just the intros of course after the intros for them. Um, I had committed to do one with an interview and one on my own.

Yes.

Uh, I committed to do that.

It turns out that I went on some other people's podcasts and they have given me the episodes. I have a couple of kind of turnaround podcasts.

Um, this week is interesting because this week is one of the persons who I interviewed. I. Had a kind of a time sensitive thing that they mentioned in the podcast,

Yes,

so I'm trying to get them in because don't want to wait too long to put it out.

And what they have said becomes irrelevant.

totally.

Do you find often that you, when you're doing podcasts, that is something that comes up, like the person you're interviewing has requests you have to adjust in order to make that happen?

Um, sometimes and, and I think like you have a very good, uh, kind of questionnaire, uh, for, for your show. So it's like, okay, like you, you need me to input a couple things. for people who do that, I think that's a really good opportunity to discover that well in advance and be like, okay, wait a second.

Like we're scheduled for. November 10th, And it's currently October, whatever, like, am I gonna have enough time to do that? How are we gonna do this? So yeah, I think it's something to pay attention to.

Unfortunately, there's just times, well, if it comes to promoting something of theirs, Book launch, release of a new show, a giveaway or anything like that, you know, we will try and accommodate, but I, I just believe the more variation there is, the more inefficiency there is. So there's been times where we've had someone be on a show, especially this local one. they're talking about, you know, the shrimp festival or blah, blah, blah, and to come see us and I'm like, edit that out. Like it is too late now. Like there's nothing we can do. So it really, really depends. But as you grow, um, I think if you could accommodate that, I think you're on the right track. If you could accommodate it, they will because, um, you know, they, they are. Hoping that your audience is gonna benefit from their knowledge, but also their audience could look more into what they got going on. So, you know, I, best case scenario people don't have anything to promote, to be honest. But yeah, when it comes to dates or anything that's time sensitive, I, I believe it's, it's totally at the podcast host discretion, and I don't think there's a right or wrong answer.

Right. And, and with that in mind, what about, was it recommended cadence for people when they come to you, do you tell them, well, business podcast should be once a week or once every other week, or is it really very customizable? 

I. 

It's customizable, uh, I would say def certainly over 4 million podcasts like in directories worldwide. Okay. So there's 4 million, I would say now is probably closer to 5 million, 300,000 of those podcasts, which is probably higher now as well, uh, are only publishing, once a month. Okay. Once a month, which is ridiculous. That just means there's like, and I was just looking at a Apple stat page. I think there's 50,000 podcasts added in the last 90 days to Apple podcast and 37 that left Apple Podcast directories, meaning like Apple was like, it's been an inactive for two years, so we're kind of kicking it out. so. So, uh, you know, there's, there's as much as getting added. There's a lot of people falling off as well. But if you really look at what I just said, 300,000 out of maybe almost 5 million are publishing once a month. like the bare minimum. Once a month, as you know, is, is not significant at all. Half of that 300,000, that's about people who are publishing once a week. And I think it's actually closer to like 169,000 is the last stat I heard. So 169,000 podcasts are publishing once a week. Um, out of, you know, the almost maybe 5 million that exist. What that means is you have an absolute ridiculous opportunity, depending on your niche and your skills and your cadence, you know, to record, to publish. So I would say once a week at a minimum, puts you in a very, very good position. have people who wanna work with us and they're like, we wanna do three a week or two a week. I'm like, chill. let's even see if you like this. Like I don't even let them try and invest in all the greatest gear, because you don't know, like we said, you don't know if you're gonna make it to episode seven.

You don't know if you're gonna make it to episode 50, so, Once a week is a great start. What you're doing, I recommend all the time, and I think it's fantastic that you're doing that. I think a hybrid method and we like, you know, like a Monday, Wednesday or Tuesday, Thursday, one with a guest, one with just you and uh, the guest ones you know, are gonna be a little bit longer, which means the ones with you solo could be a little bit shorter. We love two a week, we think that is just fantastic. It's great for downloads. Now, if you are at one a week and you wanna jump up to two a weeks, you gotta wait till that first. That one a week, one starts to like have what I call a heartbeat. You know, like you start to see the peaks a little bit like when you're looking at the analytics. As long as those peaks are starting to get higher, it right after that, absolutely push it to two. If not, like just keep going and you're gonna have to wait to see like what actually pops or why anything is not popping. For our best, best clients. And three a week, they're all also. Uh, but it's solo. Solo. And then what you said, I forget the turn, a turn turnaround pattern. I've, I've not used that term before, but yeah.

So what happens is these people are extremely sought after, highly sought after, so they appear on a lot of people's podcasts. So we gather those, re-edit those, put a custom intro on there and all the other stuff, and those become bonus episodes. So we do bonus episodes and those will be like on the weekend or something like that.

You know what, those get almost the same amount of down of downloads. And I will tell you one client that, that we, the first client we ever did that with. We took them from 124,000 downloads a month to now they're doing, uh, 1.5 million downloads a month.

I mean, like, now, don't get me wrong, like, I'm not saying it's just us.

These, these, these people are absolutely amazing creators. But all it was was the uptick in the cadence and recognizing that this statistics are telling you just do a little bit more. Just do a little bit more. But you gotta have a heartbeat, man. You gotta have a heartbeat on your show before you go and pull the trigger on more.

Oh, that's great. That's great information. That's, that's great insight. So make it consistent. First you have your heartbeat, your steady heartbeat. that is like the peaks and the valleys in, in between the cadence. And once you get that, then you can start to add more to that.

Mm-hmm.

stabilize first, and, and then you can put some, some more on it.

You can add more content 

to it. Yeah.

then I just, 1, 1, 1 addition to that, just just to be clear, that could be a different format. So like if you were just doing interviews and, and, and you were stabilized and then the peak started getting a little bit higher, that's your opportunity. You would think, I just need to do more of that. like, wait a second, like explore a different format. Maybe you could have a news show about content. Like, Hey, I'm, every Thursday I'm gonna give you the latest and greatest on what TikTok is saying and what Instagram is saying, because it's always changing news. News. Podcasts can do really well, but you could do, um, you know, where you're answering.

It's, it's q and a, uh, it's, it's q and a on Thur q and a Thursdays, right? Like, here's some comments I got. I'm gonna answer these specifically. What do I do if X, Y, Z. It no matter what, whatever it is that you tack on, it can be more of the same. But I think it's a really good time to experiment and that diversity might just make your audience even happier. So it's a, that's a good opportunity right there

The average podcast length right now I think has now is now down to 34 minutes an episode. Now you might be like, but wait a second. You know some of these people, the most famous people we know and the Joe Rogans of the world, Jockos and them, they're like doing like two, three hours.

I'm like, well, no one's binging that. You know what I'm saying? So it's like, I believe if you can be quick and concise with your information, the same way people a ton of content in one hour. By scrolling on Instagram, if you give someone the opportunity to get some good, educational, entertaining, or whatever content in 15 minutes and they're at the gym or they're on their half hour commute, they have an opportunity to do two episodes.

I just think that's a favor to everybody, man. Sometimes it's just too long. Sometimes if someone opens up a podcast and they see one hour and 29 minutes, they're like, they already know in their head they're like, I ain't making it. And if they stop halfway on the way to work, they probably are not gonna listen on the way back, because now they're exhausted.

They just wanna listen to music and have the windows open, or who knows what. So that's how I look at it. 

I tend to listen to podcasts when I exercise, when I go out, on the road I walk and different things. And, um, the whole idea is that at the end of that, I had to have gotten something because I got a lot of ideas. I send voice notes to myself while listening to the podcast, like, oh, this, this is a great idea for this.

Uh, and so on. And so the idea of this, this podcast in particular is that you can listen to it on lunchtime. That's the whole idea. So it has to be under, it has to be under 45 minutes. Um, 

ideal. Ideal is, uh, 30 to 35 minutes. Ideal, it has to be under 45 minutes.

Yeah, I agree.

so we're coming in for landing here, you tell the people where they can find you online?

Absolutely. Uh, so I'm on Instagram and here's a funny thing, everyone, I delete my Instagram every day and turn it and put it back on my phone around three o'clock for a couple hours and then delete it again, But I'm on there. I do that. I do that because I called myself Doom scrolling, man. I just wanna be honest with you guys.

But, uh, just, just a tip, it's worked really well for me. But yeah, Instagram @richcardona_ uh, and then LinkedIn, uh, Rich Cardona as well. uh, YouTube channel's, rich Cardona. But yeah, I I absolutely, uh, please, if if you have any questions, please let me know you came from this podcast 'cause I will expedite and answer or I will make sure I engage immediately because I've had such a good time on the Useful Content podcast.

So I'll, I'll make sure I get back to you if you have any questions whatsoever.

Beautiful. Lovely, lovely. So it's great talking with you Rich. Great. Talking about video podcasting, Talking about your content machine and hearing some of the things that brought you from. Video production into now video podcasting. And I love that you're wearing red. Those who are on the audio podcast can't see that he's wearing red, but he is wearing my colors, which is very nice as well.

So it's great to have you on and thanks everyone for joining us for the Useful Content Podcast. Useful content classroom. Dismissed

And we're clear.

All right.

was excellent, man. You did. You're a very, very good host, man. 

Thanks I appreciate that. I appreciate 

that 

Oh man. I'll have to make a LinkedIn post about it. Yeah, I'll actually do that right after this. Yeah, man. Very, very good questions. So smooth with everything. I mean, it was great. And just even at the end, like when you're like coming in for landing, like, I don't know, little stuff like that that matters.

I think you're doing a fantastic job.

Uh, I appreciate that Rich so much.