The Geeky Side Of Podcasting: How Digital Entrepreneurship Fuels Success With Seth Goldstein Of Entrepreneur’s Enigma Podcast

Together with the growth of podcasting is the growth of competition. While it is amazing to see the industry thrive, standing out has become tougher. Prepare to geek out in this episode as Tracy Hazzard sits down with host of Entrepreneur’s Enigma podcast, Seth Goldstein, to talk about his experience along with tips on how you can be seen and heard. With his background in entrepreneurship and expertise in digital marketing, Seth dives into how digital entrepreneurship fuels success. He taps into how podcasting has helped him create multiple touchpoints with entrepreneurs, leveling up on doing follow-ups. Plus, he discusses Google algorithm and shiny object syndrome. Join Seth in this conversation and explore more of the geeky side of podcasting.

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The Geeky Side Of Podcasting: How Digital Entrepreneurship Fuels Success With Seth Goldstein Of Entrepreneur’s Enigma Podcast

I have Seth Goldstein of Entrepreneur’s Enigma Podcast. It’s not just that cool name for a podcast, which brings to mind code and all of these other things. We’re going to geek out. I’m going to guarantee you that. If you love that one, I’d do it. This is the episode you don’t want to miss. We’re going to geek out. Here’s the thing. Seth has done over 500 episodes across many shows, so he does know what’s working. Because he has such a great digital marketing background, he knows whether or not it converts and it adds value to you. He’s going to give us lots of tips on all the things he’s tried over the years. Let’s learn some more about Seth.

Seth is a former newspaper journalist, turned digital marketer and podcast. He’s worked for news outlets across Pennsylvania and New Jersey. After getting massively burned out, he turned to digital marketing, starting his own business at the best time in 2008. The idea was to start a business to get a job, but it’s been many years, and Seth’s still at it and loving every minute of it. There’s been ups and downs, but that’s the entrepreneurial journey. He wouldn’t change a thing for it. It’s why he hosts a popular podcast called Entrepreneur’s Enigma, where he talks about his experiences and talks to other entrepreneurs about their journeys as well.

This is why I was excited when he came across. There are a lot of people who have a website, SEO, or digital marketing experience, and they’ll never make a good guest. I pass on them a lot. I saw his energy and I listened to his show. I saw the way he talks about things, and I knew that his entrepreneurship viewpoint on everything and his experience in his company, Goldstein Media, are going to make a difference here in us learning something about what we could apply and use with our shows. It’s going to have a great effect on us being seen, heard, and found.

I’m so glad I invited Seth Goldstein here. Let’s talk Entrepreneur’s Enigma. Seth, I’m glad to have someone who’s so experienced here with me. Five hundred-plus episodes, that is quite the resume in podcasting. You’ve had many shows, so we’re going to talk about how some of that happens. What attracted you to podcasting in the very beginning?

 

About Entrepreneur's Enigma Podcast Host Seth Goldstein

TBF Seth Goldstein | Digital EntrepreneurshipSeth is a former journalist turned digital marketer. He started his own agency in 2008 at the start of the banking crisis. Great timing, right?

In 2010, after being a consumer of podcasts since 2005-ish, Seth ventured into doing his own podcasts. He started with Addicted to social media that eventually morphed into Social Media Addicts. Both of these shows have been of the web for a few years now.

 

Follow Seth Goldstein on Social: LinkedIn | Instagram

 

First of all, thank you for having me on. It’s a pleasure. It was based on my journalism background. I enjoyed creating content, building content out, sharing my knowledge with people, and helping people along the way. Also, my editor-in-chief at my previous job had said, “You should go on the radio.” I’m like, “I don’t think I’m that good of a voice.” He’s like, “You should go on the radio. It’s probably what you should do.” Podcasting hit its stride in 2010. It was around 2004, 2005, Leo Laporte and all that. We were dabbling in it. I’m not that early. I’m not that much of an OG. I’m not sure how far back you go, but in 2010-ish, I started dabbling with it hanging out on air. I remember those. Those were fun.

I remember those. It was in 2014 when I dove in, but we were guesting and doing other stuff prior.

I got my stride around 2015. It was going strong with my company, and then I was like, “I can do this because I was an entrepreneur and I could do all that stuff.”

What did you find was working back then and isn’t working now?

I’m not getting found as easily. It’s because there are so many people out there podcasting, which is great. I’m not complaining. It’s great that everyone has a podcast. Everyone and their mother have a podcast, but it’s getting through the crust. It’s getting through everyone has a podcast, not everyone is doing good at podcasts. That’s the thing.

 

TBF Seth Goldstein | Digital Entrepreneurship

 

That’s right. Everyone has one, but they’re not necessarily good.

Also, Podfeed is a huge thing. There’s a big portion of podcasting where there are no more than 30 episodes. Podfeed sits in around 30.

I think it’s less than that. It depends on the network you’re on. We find that people who are on Libsyn and Anchor are down towards eleven episodes or less. It’s their average. Those that spend more money on their podcasting and spend a little bit more on their host and their gear tend to be closer to 23 on average.

That’s it?

Yes.

We spent all that money on it. I remember when I started, I had a Logitech headphone. I wasn’t spending money. I can’t get a good podcasting mic. I don’t have a shirt. Thank God for it because I have a kid in the house. Lawnmowers are going on outside. You can’t hear anything with this microphone, thank goodness. When I started, it was a computer microphone. I knew better than to use the webcam mic.

Beyond that, you probably didn’t have much.

I think I had the two stereo plugs, the one inside the computer.

We had a mixer in the beginning because we were co-hosts in the same space, so it had to be a little more complex.

You’re brave.

I was like, “That was up to my partner. I did everything else to set up the show, but his job was the equipment.”

That was dangerous.

Sometimes you would forget to turn it on and I would get so pissed because I can’t repeat myself. I don’t do it. I can’t.

It’s always better the second time. I always feel like when things go wrong, it’s always better the second time.

When things go wrong, it's always better the second time. Click To Tweet

I don’t think so. I’m not good at the second time.

It always feels like it’s tighter.

No, not me. I don’t know. There is something about repeating myself. I can’t do it. Over time, you’ve changed your show. You had Social Media Addicts, you’ve had Digital Marketing Dive, you’ve had a bunch of different shows over time, and now, you’re on Entrepreneur’s Enigma. What’s working for you here that you learned from those past shows that you’re bringing forward?

It’s being patient. A lot of people are like, “Another person’s saying being patient. If one person tells me to be patient, I’m going to jump.” You have to be patient. I have 159 episodes at this time, and it’s picking up now. It’s gotten through the crust, it’s gotten through the jungle, and all that stuff. People are starting to notice that people are wanting to be on the show. It’s persistence. Are you enjoying it? Great. Also, I use this as a business tool for Goldstein Media because I get to meet people. I have a reason to go out and say, “Steve, John, Don, or whoever, I have a podcast. You’re an entrepreneur. I’d love to chat with you.” No strings attached. No sales call. Even after the podcast, I say, “How can I help you? Is there anything I can help you with?” If they say no, “Great. Stay in touch. I’ll check you out.”

The best part is that the podcast doesn’t come out that week. It comes out a month or two later. I have another touchpoint. You would think, “This is brilliant, Seth.” I’m going to pat myself on the back here. “This is all planned out.” No. This happened to happen that way. It’s like, “I have enough podcasts.” They go out twice a week, but I have to do 2 or 3 a week of recording, so I have a plethora of podcasts to go out. Therefore, I have touchpoints later on saying, “It’s still coming out. I haven’t forgotten about you.” I have more reasons to talk to these people. It works out nicely.

That’s what so many podcasters don’t do. They don’t take the whole serious setup of the opportunity for follow-up. You and I both know that when you’re an entrepreneur, follow-up can be everything.

It is everything. I’ve gotten business from the podcast because they’re like, “I love what you do. Can you help us with a podcast? What else do you do? I like your Entrepreneur’s Enigma website. Can you help us build one for our podcast? Can you help us build one for our business?” Sometimes I contact them at the right time when they’re saying, “We got to do a rebrand.” I’m like, “I can help you with that. Let’s chat.”

I love that that has been the core of what you found as your benefit. What are some other benefits that you found that you were surprised at, maybe return on investments from your show?

Humans are out there. A lot of people are talking about personal brand and how you got to do it. Go on LinkedIn. What you got to do is you got to have these profiles out there. I’m already generating content, and then I can get it transcribed and all that stuff. I have content to put out there and I don’t have to generate more content. It’s multi-purpose. I’m not struggling with, “What am I going to put out?”

“What am I going to say?”

I have five podcasts that came out in the last few weeks. I’ve got quotes from them that I can throw into Canva real fast and put out there.

You and I were talking a little bit about SEO and the idea of getting Google ranking and doing all of this. I always say to everyone that anyone can get their name to rank on Google, but it doesn’t mean anyone’s going to search for you if your name’s not out there. Any good SEO person can get your name up there. If no one’s looking, what’s the point?

If no one’s looking for Steve Jacobson or whatever, and they don’t know how to look for you, great. You’re at the top.

It’s not doing anything. It’s not driving that visibility that you crave and require. That’s the hard part. It’s the hard part of podcasting and websites. It’s very similar.

Find the key findability. You don’t just want someone who comes to your show, listens to one episode, and says, “That was fine. I enjoyed it. Bye.” You want someone who comes to your show, likes your show, listens to 5 or 6 more shows behind it, and then subscribes to listen to more. Even better are the ones that wrote you a review or they sent you an email saying, “I love the show.”

I love that term that you threw out there, key findability. That’s important. I’m going to say it because you and I are both into the digital marketing world, so we know that there are a lot of hacks out there. They’ll hack anything and try to be an expert in something that they’re not, but key findability is, “I’m found for the key of what I provide in this world. You can consume a lot of me. You can binge on my content and you’re going to get what you are looking for.” There are some things that you’re doing absolutely and amazingly stellar. I’m wondering if you or your producer does this. It is the titles. This is good SEO 101.

That’s all me.

That’s all you. I figured it had to be.

I don’t have a producer. I am the producer. I don’t know how I do it. That’s another reason why I am scheduled through November 7th as I look at my cheat sheet here. I have episodes out there, but I’m also a former journalist. They put us through the wringer with headline courses. Surprisingly, when I was a journalist, I sucked at headlines.

Me too. When I wrote for my Inc column, I sucked at it.

Apparently, according to you, I’m good at them now.

It is because we learn something from over there and there are so many podcasters that are bad at titling that they aren’t applying good journalistic integrity to it.

My rule with the title is to get the word entrepreneurship in there because you’re talking about entrepreneurship, but also what makes this person different. Put that in the headline as well. Every once in a while, AI helps out and jazzes it up a little bit. I’m not going to lie. Every once in a while, ChatGPT, if I get stuck, I’m like, “Here’s a transcript. Give me a headline.”

We used to have to do this when I was writing for Inc Magazine. We used to have to generate ten titles, which used to annoy the heck out of me because I told you I don’t like to repeat myself. I don’t like to do things that are repetitive. By number three, I’ve got it. Why do I have to generate seven of them? It used to bug the heck out of me. I wish I got AI at that point because I would’ve been like, “Here’s 3, give me 7 more. See if any are better or not.”

The one thing I’ve learned about AI is that it can get a little flowery with the language. I have two bios, which you see in the thing I sent over to you. One’s the one that I wrote, which is journalistic and to the point. I then put in the ChatGPT for fun. It says I’m angsty in journalism and news hound. It’s a little bit over the top. It’s either one.

It gets a little hyperbolic. That’s the term I use. It’s on speed. That’s what it is. It’s like, “This person likes energy, so I’m going to give it to them to the nth degree.”

Do not hit energetically.

Do not ask for more positive and more energetic, it’ll give you crazy stuff.

It starts hallucinating fast.

You’ve tried a lot of things over the years. I saw some of your comments and descriptions. You’ve got Buy Me A Coffee. You’ve got Megaphone ads. You’ve got MPN. You’ve got all kinds of things going on in there. There are a lot of gimmicks. There are lots of stuff that don’t work.

Most of it doesn’t work. Buy Me A Coffee is there if they want to throw me a buck and buy me a coffee literally. I’m not going to argue with them doing that. There are the Megaphone ads because I’m on MPN. It’s not a whole lot of money, but I throw it back into the podcast and I’m able to go to mowPod or something like that and boost it and, hopefully, get a few more listeners that way later on.

Tell everybody a little bit about how that works.

I don’t know exactly how it works. I know that you put your RSS feed in, you pick the episode, and you say, “I’ll give you $100 for 133 IAB downloads.” As much as that annoys me, it works, but it gets you 133 downloads. It usually gives me 400 or 500 listeners. You got to realize that Apple Podcast doesn’t download the episodes anymore. Unless you ask for it to download, it’s streaming. Spotify streams unless you ask it to download. Podcast Addict is the only one that makes you download first which I’ve noticed.

I don’t listen to, “Thanks, mowPod, for the 133 listeners that downloaded it.” For $100, I got 500 or so listeners. If 3 or 4 each time decide that they want to stick around, great. It’s a long game. You don’t do it for the instant celebrity. You do it because you enjoy it. I enjoy it because I get to talk to people. After all, what a surprise, I’m an ambivert.

Don't do podcasting for the instant celebrity; do it because you enjoy it. Click To Tweet

I’m not a fan of that, to be honest with you. I’m going to be straight with you about it. I found that if you are running a business from your podcast, it will not work in the long run. Your guest strategy will work and other things will work. The download numbers won’t do those numbers from those types of things. Those listeners don’t become clients. It’s not going to drive more of that. It will drive up your ads. If you’re making money off of that, it will drive them up a little bit and it doesn’t hurt over there. It is not giving you core listeners who are going to rate, review, binge on you, and send you to other people.

I have gotten one review from someone from mowPod.

Good for you.

That’s good enough. I usually only use mowPod or any of those other ones for the big ones that I have. I have Guy Kawasaki on my program. I threw money behind that. I had Marcus Sheridan on the show. I threw money behind that. Also, Rand Fishkin. Peter Shankman’s coming up. Those are the ones that I usually throw money behind because I want to get them exposure.

The name association can help you as well. That’s not a bad reason to do it.

I agree with you overall. It is throwing money at the wind.

It’s not core to the growth of your business if your listeners are where you’re monetizing. That’s not going to help you there. The other side of it is that it helps you make a better relationship when you follow up and say, “Here’s how well your episode did.” That’s a good conversation. Have a purpose.

That is the key. Have a purpose. Don’t just do a podcast and not have a purpose. I’ve heard them and they’re terrible. They’re everywhere. People on these conversation shows are like, “It’s just a conversation.” No, there’s a plan behind that conversation. You just don’t know about it.

TBF Seth Goldstein | Digital Entrepreneurship
Digital Entrepreneurship: Don’t just do podcasting and not have a purpose. They’re terrible.

 

You and I found each other on PodMatch. How’s that one working out for you?

Surprisingly well. I’ve had some people say, “It’s garbage. They get garbage people on there.” No. You get some that are a little weird, some that are not ready, and some that are like, “I’ll interview you but I’m not going to put money behind it.” Also, I found these gems of people that I’m not friends with because I’m like, “I want to stay in touch with you because I think you’re cool.” It is a dating site for friendship.

It is a dating site for podcasters. I’ll tell Alex Sanfilippo that next time I talk to him. He and I discussed, “What’s going on that it works for some and not for others?”

Some people are getting ones where the guy comes on with his shirt off and he is drinking an energy drink. I’m like, “What was that, chat roulette?”

You’re swiping badly. It’s like swipe right and swipe left. What are you doing when you’re picking? You’re not teaching the AI properly. It’s what I think is happening there.

If I get some weird matches, I pass on them if I get ones that don’t apply to me.

I’ve done it for a year now. In the beginning, I would do it. Every couple of days, I would max out their 7 or 8, 6 to 8, or whatever it is. I’d max them out, I would go, and I’d pass on a lot of them. I’m picky because I have a tight profile of who I’m willing to interview. You’re well over 500 episodes in total. You cut without even blinking. Two per week, you’ve made the cut.

That’s some nuts.

It’s easy for me to tell. I want to talk to the nuts. That is why you’re perfect for me, Seth. Anyway, I did a lot of that in passing. I learned quickly because now I can go in once a month. Out of the 6 to 8 that I look through, I can fill my calendar.

Isn’t that wonderful?

It’s wonderful now. I don’t even spend as much time, but I don’t care that I’m spending the money because I’m getting eight perfect people into my show every month.

My thing with PodMatch is I don’t need PodMatch. My calendar was filled before PodMatch. I would go on LinkedIn and say, “I want to talk to that person,” because my end goal is to get that conversation going with the person whom I want to potentially do business with. In PodMatch, surprisingly, I was like, “This is going to give me a few fillers in when I need them,” which I don’t ever need. I met some gems in there.

I don’t use LinkedIn anymore. I find a lot of junk there.

There’s a lot of junk.

If I can’t find somebody that I am interested in interviewing and the only way I can get to them is through LinkedIn, I find I don’t get a response from them there. It’s hard to get people to respond unless you can tell if they’re heavy LinkedIn users. I find that people have stopped. I was a heavy LinkedIn user for about a decade, maybe fifteen years. I now only go in once a week to clear my messages because there’s so much junk in there that it makes it excruciating.

I wish I could turn off the DMs and just keep the feed.

The feed’s useful. I do agree with you.

How many more people can say, “We’ll do SEO for you?” I’m like, “I do SEO for a business. Stop. Read first.”

“I’ll promote your podcast.” How many of those do we get a day? I know. That’s crazy.

They have three followers. I’m like, “No. How are you going to promote my podcast if you have no following?”

You’re an expert in digital marketing, an expert in all things websites and SEO. I’m curious as to how are you finding that interaction and interplay between your podcast and what goes on the web.

Because I have the podcast, my name is getting out there, and people are saying, “What else does Seth do?” I don’t say, “Entrepreneur’s Enigma is provided by Goldstein Media.” I don’t put Goldstein Media until the end. It’s an end bug at the very end. After the outro, it says, “Goldstein Media hopes you enjoyed this episode,” and then it goes MPN for that thing. There’s no Goldstein Media branding on this thing other than Seth is Goldstein Media and Seth is Entrepreneur’s Enigma. I like to keep the brand separate, but because they’re separate, they’re together. It’s very weird how people have figured out one and the same. I am wearing a Goldstein Media polo shirt, but I usually wear those on my podcast too. There are subtle clues to who’s who.

I’m always surprised that even if you’re straightforward about it how few people read anything or do anything. My guests, I can tell you that 9 out 10 of them have no idea that I’m the CEO of Podetize.

I figured that out.

It’s not like I hide it.

I also dug around. I read your terms of service because that’s the way I am.

Good for you.

I looked around your footer. I’m like, “Podetize. Let’s see how this works.” I went to BuiltWith to see how your website’s built, but that just makes me a dork.

I always run the code on everybody, too, to Semrush them, that kind of thing.

We come from the same cloth.

We’re such geeks on it. I love it.

It’s so much fun.

Thinking about that, you were mentioning this. Google’s changing so much every single day. It’s getting harder and harder to be found everywhere. There’s so much noise on social media and they’re constantly changing the algorithm. Google’s changing its algorithm. What are you finding that has been consistent through almost 25 years of doing that model of business?

Personal branding. It is just being yourself online. If you’re trying to do it for a business, I find that doing it for a business is hard. It is doing it harder than doing it as a personal brand. Doing it as Seth, I can put my personality behind it. Doing it as Goldstein Media, I’ve tried it but it doesn’t work. I feel like as long as you have a strong personal brand, you are going to get through the crust. You’re going to get through the GSE or Google Search Experience with the AI that you’re trying to do, and the ads. Now, you’re on the second page and all that. I also feel like a lot of people are also going to be, “That’s cool for the quick answers. The answer’s here.” People are going to start moving to the second page to see the listing still. That’s my hunch.

As long as you have a strong personal brand, you're going to get through the crust. Click To Tweet

The one thing that I’ve discovered over the years going from Google Slap to Google Slap through all the websites that we’ve done, especially our 3D print one where we had that way back then, we hit a lot of Google Slaps back then because it was in the early days when it was more common that they were doing that. When our voice is coming through our blogs, when our voice is coming through our websites, our videos are on there from YouTube, all of that is mattering to the algorithm and we aren’t getting hit because of it. Our traffic isn’t decreasing. It’s growing.

Full disclosure, Goldstein Media ranks despite itself. I’ve asked John Mueller over Google. I’m like, “I have 404s at the wazoo.” They’re like, “Seth, after a while, we say they’re 410s. 410s means that they’re deleted. 404s means that you’ve had so many that they’re old and dead. He’s not updating them anymore. We’re Google. We can figure it out.” That’s a little tip. A lot of times, people are like, “404s are terrible.”

They’re obsessing about it.

It’s just not there anymore. Should you do a 410, says Google, “This is gone. This is never coming back. Stop looking at this.” Mine’s been around since 2005. I’m not going back to 2009 to delete stuff or re-hook stuff up.

It’s too much work. It’s almost easier to start a new site than it is to fix an old one.

You got to get through the sandbox. There’s a three-month sandbox.

We’ve done it many times. We’ve done it rebranded or moved over. When I moved The Binge Factor off of Podetize into its site, I took 40 blogs with me because I already had 40 episodes. The Binge Factor spun off a Feed Your Brand. I was doing a once-a-month interview and they were doing such success and people wanted more of them. I decided to make it a weekly show and I spun it off into The Binge Factor. That happened in 2020, sometime right around there.

Pandemic project.

It was before the pandemic. I started the year because every year, I start a brand new podcast so I can show my clients what it’s like. It was my 2020 start. I spun it off in late 2019, and then we officially did it on January 1, 2020. It was its own thing. We came out of the Google Sandbox in 60 days. I’m not kidding you because we already had 40 blogs in there. We moved some of those blogs and 410 them on our Podetize site and moved them over. There was a lot that hadn’t been because I launched a bunch at once, too, but it came out so quickly.

When I say three months, I launched a site that has come out on the same day. It just so happens that the URL had a good domain age.

The Binge Factor didn’t exist before, so it wasn’t good. I think that’s why it took longer.

I don’t put Addicted To Social Media or A2SM.com in the way-back machine. It’s some perfume site from Arabia. It’s hilarious. I never looked it up. I was like, “We’re going to change this.”

I way-backed machine. I don’t think they call it that anymore, but that’s what we all know. I way-backed machine my very first website, which was called TTools. I don’t even think we had dot-com in the beginning. We had something like dot-net in the very beginning and it still exists, at least some pages of it. This is in 1998.

If people want to find my glory days and my bad websites, it’s not that hard.

This is the point that we’re making. You think you delete these things, you think you discontinue your show, you think you discontinue this stuff, and it’s not gone. It’s still out there. You better be putting some new stuff out.

Make sure the old stuff’s good.

What’s next for your show? Where are you going with things?

As of now, I’m going to keep interviewing people with interesting stories and the entrepreneurial journey. This is my pandemic project. It started as me pontificating into the ether about my entrepreneurial journey. In Episode 11, which is now Episode 1, I got rid of all the pontificating stuff. There’s one in there where it’s me talking. I was on vacation. I thought to put one out there. The first ten episodes were junk. I got rid of them. That’s how it started. It was with that. It turned into an interview episode. The format’s great, two a week. It used to be one a week, and then people want to be on it, so I do 2 or 3 interviews a week, and it adds up. Either I let them go stale and wait a year or get them out twice a week.

I’m a big fan of not having a big extended production time. You need to get it out.

I still do. I’m still out until November. I have all of September and October recorded. I have to edit them now, which is fun because now they’re new to me. If you edit right after you listen to it, it’s like, “I’m listening to this again.” If you listen to something two weeks later, it’s like, “This is interesting. Get rid of that.” It’s a lot easier to edit when you put some space between the recording and the editing.

TBF Seth Goldstein | Digital Entrepreneurship
Digital Entrepreneurship: It’s a lot easier to edit when you put some space between the recording and the editing.

 

I finally revealed my reason for owning Podetize now. I don’t like to repeat myself. Remember, I said that three times in this episode. I’m repeating myself.

You repeat yourself.

Just because I didn’t even like to listen to it again, I didn’t want to edit anything. That’s how I developed a team, and then other people came to me and said, “Would you do this for me?” That’s how it happened because I don’t want to repeat it.

Your idiosyncrasies made you a business. Isn’t that great?

We talked about there being a lot of podfaders out there. What’s your advice for entrepreneurs who have Shiny Object syndrome and can’t stay motivated? What is your advice on that? How do you stick it out?

I’m not, but don’t try to overachieve at the beginning. Do one a month. Do one every two months. That’s pushing it, but 1 every 6 weeks maybe, but be consistent with it. Say, “I’m going to do one a month and have one a month for a year.” Great. Keeping consistent but not overpromising is the key.

You and I both know that consistency is like a Google reward. If you’re having trouble being found, it’s because you’re being inconsistent likely.

Nothing’s worse than putting out an episode, then three months later, putting out another episode. People are going to unsubscribe and say, “I guess this is dead.” Pocket Casts, after two weeks, it says that your shows on hiatus are on break or ended or one of those terms. The apps are saying this and you’ll lose subscribers. Stay consistent. Set expectations. Say, “I’m going to put this out every once a week, once every two weeks, fortnightly, or monthly.”

The idea is that if you’re consistent and you’re realistic with yourself, you won’t fade. If you fade after 30 episodes, great. I wouldn’t take them down. I’d leave them up there. If you don’t want to host it anymore, Archive.org would love to have your content and they’ll host it for you over there. All my podcasts are over there now.

That’s the other advice I would give here to close out what you’re saying. If you did 30, do a final episode. That’s why we call it podfading you stopped recording and didn’t tell anyone when it went.

You faded like a sunset. It’s like, “Bye.”

That’s why we call it that. Tell people why the show has ended.

“I’m tired. I won’t want to do it anymore,” that kind of thing.

That’s probably going to be your most listened-to episode.

Also, Archive.org is a great place to move your podcast to afterward. They will give you a little player. You can keep all your stuff there and they won’t charge you because you’re giving them internet content that they want. After all, they’re a library. I have 4 or 5 podcasts over there. Sometimes podfade is not podfade. Sometimes it doesn’t work. I had a co-host, I love him to death. He wanted it to be NPR. I’m like, “I’m not editing NPR. I don’t sound like NPR.”

It’s way too much work.

Exactly. It’s not NPR, so we parted ways. We had ten episodes, it was fun, but that’s now on Archive.org.

That’s why we developed multi-feeds at Podetize. We developed them for that reason because if you still have a current show and you have dead shows, we didn’t want them to be dead for you and we didn’t want you to have to pay for them. We created a multi-feed so you automatically can have them all in one place. You can see if the stats are still growing because I still get about 10,000 listens a month on my 3D Print Podcast and I haven’t posted a new episode since June of 2020.

I do too. Digital Marketing Dive outperforms Entrepreneur’s Enigma still. It’s ranking in Sweden. Whereas Entrepreneurs’ Enigma is not even in the top 100 anywhere. I don’t know why it’s being found by everybody.

You don’t know that. If you so obsolete it and make it disappear, you don’t find out about this. It doesn’t disappear. It’s just hurting you. It is such good advice for those podfaders out there, Seth. Thank you so much for sharing with us. Are there any last words? Anything you want to talk about Digital Marketing and share with us about what you think is next?

Be patient with AI. It’s not going to be the end of the world. It’s going to evolve. We’re going to figure out how to use it for a benefit. Will there be missteps? There already is every single day. The biggest step I can say is to have AI write your first draft but then edit it.

Be patient with AI. It's not going to be the end of the world. It's going to evolve. We're going to figure out how to use it for a benefit. Click To Tweet

Please edit.

Put your spin on it. Don’t just put it out there because it’s not your writing. There’s nothing wrong with AI. Nothing is worse than writer’s block. Give them a few sentences, send it out to AI, have them write 300 words, and then go back and make it 500 words. Edit it and make it better. There’s nothing wrong with that. That’s where the future is with AI, but AI helping you along the way.

Keep your original voice, your brand, and all that great advice Seth has already given us. Make it right.

It’s been so much fun.

We get into the weeds on things. I can’t help it. There’s so much about podcasting that is a part of this geeky digital marketing world. It’s the part where, 9 times out of 10, if I have a journalist or someone with a broadcasting background on, they like to discount. They like to diss that whole part of the model of podcasting like it’s unimportant in the scope of things.

That’s what is at the heart of everything Seth was saying. When you combine that beautiful brand personality you have with digital marketing expertise and these technical skills, you end up with a show that does you good, a show that builds your business, a show that builds your brand, a show that gets your name out there and gets you on the first page of Google. It does those technical things, but it doesn’t do it for your name. It does it for a purpose. I love that term he used, key findability. That’s the key to everything. We want to be found as podcasters.

Seth has a lot of that dialed in. He’s always looking for the next thing too and trying some things. We geeked out for another half hour after the interview. We geeked out again to talk about even more things that we were trying, things we were doing on YouTube, things we were doing with ad agencies, and things we were doing on the marketing side of things. The thing is someone like Seth is going to bring you what’s working. That’s why you’re going to want to listen to a show. It’s why you’re going to want to reach out and find its guests as well. You’re going to want to come back here to TheBingeFactor.com so you can find all those things.

This is a key findability thing. I’m driving you a website so that it’s easy for you. All you got to do is remember The Binge Factor. I am giving you access to wonderful people like Seth Goldstein, Goldstein Media, and the Entrepreneur’s Enigma through me. That’s what the beauty of network podcasting and building a business through podcasting can do for you too.

I hope you’re inspired by Seth. I hope you’re inspired by all our guests here on The Binge Factor. If you have someone that you’re tuning in to who should be a guest on my show, reach out and tell me. If you want to be on my show, you just got to ask. You may or may not qualify, but 9 times out of 10, you’ll make a good case to me, and I’ll make an exception. I’d love to hear from you. Reach out to me anywhere on social media and at TheBingeFactor.com. Thanks, everyone, for reading. I’ll be back next episode with another binge-able podcaster.

 

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Tracy Hazzard

Tracy Hazzard

Tracy Hazzard is an Authority Magazine columnist, former Inc. Columnist on disruptive innovation, and host of 5 top-ranked podcasts including: The Binge Factor and Feed Your Brand–one of CIO’s Top 26 Entrepreneur Podcasts. She is the co-founder of Podetize, the largest podcast post-production company in the U.S. As a content, product, and influence strategist for networks, corporations, marketing agencies, entrepreneurs, publications, speakers, authors & experts, Tracy influences and casts branded content with $2 Billion worth of innovation around the world. Her marketing methods and AI-integrated platform, provides businesses of all sizes a system to spread their authentic voices from video to podcast to blog, growing an engaged audience and growing valuable digital authority.
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