On this episode of 'Inbound & Down,' host Jon Sasala chats with marketer, podcaster and author, David Bain about his book "Marketing Now," based on hours of audio/video interviews.
Bain does it all. He's a marketing expert, podcaster, author, and thought leader. Suffice to say he's a veritable wealth of knowledge about the greater marketing industry.
After a decorated career in which he held high-level positions such as head of product and head of marketing, he decided to produce and create his own content. Some of his projects, including Digital Marketing Radio and Business Book of the Month, helped forge the way for today's project in question, "Marketing Now."
A compilation of hours of audio and video interviews with experts in the field, "Marketing Now" was released in late 2019, and features tips from 134 industry influencers and thought leaders.
Bain held numerous livestreams in which he invited guests to share their respective marketing tips in three minutes or less. Among those who provided their expertise: Marcus Sheridan, Jono Alderson, AJ Wilcox (of season 5 'Inbound & Down fame), plus many more.
Clearly many lessons were learned along the way, but the most obvious one for Bain to share was about the process of turning these interviews into a book. He shares those six steps with us today.
1. Get the hang of a basic audio podcast
Before getting too ambitious and exploring video or even guest interviews, figure out the nuances of an audio podcast. Creating a podcast is not as simple as many would think. Make sure you're comfortable setting up your equipment and perform test runs before proceeding.
2. Improve the quality of your podcast
Now that you're comfortable with the basic setup, turn the quality up a notch. Invest in better equipment (you can find our equipment recommendations here). Create intros, outros and bumpers and add them into your show rather than in post production. Become as efficient as possible.
3. Practice with video
Once you've nailed down your processes and you're building confidence, it's time to bring video into the mix. Turn your camera on while recording, but don't go live just yet. Practice looking into the camera, interacting with guests and reading off a script, if necessary. It takes some time to adjust, but keep in mind that you're in control of the video—it's not live, and you can always restart.
4. Begin livestreaming
You're now comfortable with recording video—it's time to take it live! Livestreaming is a great way to interact with audiences and drum up engagement. While it inherently brings its own set of challenges—sticking to a time frame, keeping the conversation flowing and staying interesting, to name a few—the process will start to feel natural with time and practice.
5. Host a virtual summit
If you have a specific podcast theme, or a topic in mind for a book, host a "summit," or marathon of interviews, on a specific subject. Invite experts on to discuss this topic, and build the foundation for your book.
6. Transform your summit content into a book
As Bain explains, "Did you know that the average eight-hour virtual summit produces a transcript of 60,000 words? It also happens to be that the average book is around the same length. Now, I’m not advocating that you just turn a transcript directly into a book, but this can be a wonderful basis for a book."
If you're considering translating your podcast into a book, Bain's tips may offer a streamlined process for you to simultaneously conduct key interviews, conduct research and produce the framework for your project. However, don't get discouraged if you don't have a successful virtual summit in two weeks. The goal is to create informative and engaging content, so keep that in mind and don't be afraid to have fun. As Bain says, "it's all a journey, isn't it?"
- "Marketing Now "
- "They Ask You Answer"on Business Book of the Month
- Social Media Examiner
- Andrew and Pete
- Jono Alderson
- Emeric Ernoult
- 6 Steps from starting a podcast to publishing a book
Do you have questions about the marketing tips shared? Send them to firstname.lastname@example.org.
This episode of Inbound & Down is sponsored by AudioEye, an industry-leading software solution provider delivering website accessibility compliance to businesses of all sizes.
Featured AudioEye Blog: Empowering people with disabilities to participate fully in the workforce
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