E12: How to Use Video Podcasting to Scale Your Content
Most small business owners struggle with creating consistent content that actually drives traffic and fills their sales funnel.
In this episode, I show you how video podcasting can help you create content that positions you as the expert in your industry while allowing you to scale. Discover how a simple 30-minute weekly show can be repurposed into YouTube videos, blogs, social media posts, and more, driving traffic back to your sales funnel.
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Sean Garner is a marketing consultant and Certified StoryBrand guide dedicated to helping small business owners grow and dominate their industries. He created the Marketing Domination podcast to teach people how to combine storytelling with strategic marketing to help businesses connect with customers and stand out online.
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EPISODE 12 TRANSCRIPTION
Introduction
[00:00:00] Sean Garner: What if there is a way that you could create content at scale while expanding your network and positioning yourself as the expert? Well, in this episode of Marketing Domination, I'm going to show you a content strategy that I believe very few people are leveraging. And if you do, it will take your business to the next level and help you dominate online.
[00:00:24] Sean Garner: Welcome to Marketing Domination. So as we continue our series about marketing domination, we talked first about building your sales funnel. And now we're in phase two, which is about filling your sales funnel and finding different ways to drive traffic to this amazing thing that we built. Because like we said, just because you build it does not mean people will come and show up.
[00:00:48] Sean Garner: In today’s episode, I want to share with you a content strategy. When you hear it at first, don’t shut me out. I want you to hear the whole episode, and definitely stick around until the end when I share the secret leverage strategy that people aren’t using. I believe this is the best bang for your buck. Anyone can do it, and I’m going to show you several examples of how it can be leveraged. And it is this: for your content strategy, I think for professional service-based businesses—honestly, most businesses, especially those serving a local market—video podcasting is the greatest opportunity you have for content creation and driving traffic to your sales funnel.
[00:01:36] Sean Garner: Now, I know what you’re thinking right now: "There’s no way I’m going to start a podcast," or "I’m from a small city; who’s going to listen to my podcast?" Hear me out. When we talk about creating content via video podcasting, I want you to reframe your expectations of what a video podcast should be.
[00:01:57] Sean Garner: So, to kind of set the groundwork, instead of thinking about it as a traditional video podcast, like the Joe Rogan Experience—one of the largest podcasts of all time—instead of thinking of it that way, I want you to think of it more as a style of content to create. If you think about how you’re probably doing it now, first, are you even doing a consistent content strategy on social media? Most small businesses are not consistent. And if you are, think about the amount of time, effort, and energy it takes to create tons of short-form video content and all the different pieces of collateral for your social platform. This is why I love video podcasting—it’s the best return on your investment of your greatest asset, which is your time.
[00:02:51] Sean Garner: So here’s what a video podcast is, and I want to show you how most small business owners should create one and leverage it. First off, I think you should have a show that centers around your niche. So, if you are a functional medicine provider, a medical spa owner, a plumber, a roofer, or anything like that, you should create a show that you can film in 30 minutes or less each week that positions you as the expert. Imagine being able to just sit down for 30 minutes—you are the industry expert, so you can talk about your topic. You don’t need to have polished content for a video podcast because it’s more conversational, like this show here. There’s a reason we do what we do here—because we believe it’s the most efficient way to create content and fill our sales funnel.
How to Structure and Leverage a Video Podcast
[00:03:44] Sean Garner: So, you would have a 30-minute show each week where you talk about a topic. You can batch shoot this way in advance. And for that 30 minutes of your time, I want you to understand all the things you can leverage from that 30 minutes of recording.
[00:04:08] Sean Garner: Number one, you now have a long-form video that you can post on YouTube. YouTube is the second largest search engine in the world—it’s owned by Google, which is obviously number one. But it is search engine indexable, so when people search for "plumbing tips near me" or "plumber Owasso" or "how to unclog my sink," your videos can show up, not just your business. It helps your overall ranking factors for whatever service you provide.
[00:04:31] Sean Garner: The second thing is that you get an audio version that you can send to platforms like Apple Podcasts, Spotify, Amazon Music, and all the different audio versions available. The third thing is that you can take that long-form YouTube video and cut it into shorts. If you’re talking about a topic for 15 to 30 minutes, you can easily pull three to five shorts from it. Those shorts can be used on TikTok, YouTube Shorts, Instagram Reels, and Facebook Reels, giving you plenty of short-form content.
[00:05:15] Sean Garner: Then, you can take the transcript from that video podcast and embed the video on your website. You can create another content page for your website, which, like we talked about before in SEO, helps you add new, fresh, relevant content to your site—a huge ranking factor for SEO.
[00:05:34] Sean Garner: Additionally, you can use a tool like an AI copywriting tool to take the transcript and all the points you covered and turn that into a blog article. This adds your unique perspective on the subject—it’s not just regurgitated content that anyone can Google—it helps create new and fresh content for your website, which, again, helps it grow and rank better. All these pieces of content you’re creating—the shorts, the long forms, the blogs—you’re linking back to your website, and on your website, you’re linking to the embedded YouTube video. You’re able to take 30 minutes of filming time and leverage it into a ton of different content.
Expanding Your Network and Driving Traffic with Podcasting
[00:06:08] Sean Garner: That’s the first big benefit of doing something like this. But right now, you’re probably thinking, "Okay, that sounds good, but you don’t understand my niche. I’m a real estate agent, or I’m a plumber—why would I want to make a podcast talking about this stuff?" Here’s the part I think people overlook when leveraging this.
[00:07:11] Sean Garner: One of the biggest hurdles in creating organic social content is expanding and growing your network. You see how other big-time creators do this—they start collaborating with other creators to expand their networks, so both parties gain exposure. That’s one of the beauties of podcasting—it helps you expand your network. Let’s say you’re a local real estate agent, and you want to start a podcast like "Building Owasso." On your podcast, you’d connect with people who have the network you want—home builders, home repair professionals, business leaders in Owasso. By having them on your show, you expand your network because they’re going to share that content with their audience, which expands your reach.
[00:08:00] Sean Garner: It drives more traffic to your network, which drives more traffic to your website, resulting in more leads. Because we built this amazing sales funnel, it captures and nurtures those leads. That’s the second benefit—it helps us expand our network.
Connecting with Prospective Customers Through Podcasting
[00:08:30] Sean Garner: The third reason—and this is the secret to the secret sauce—is getting in front of prospective customers. It can be difficult if they think you’re going to pitch them a sale. But what if you could bring a prospective customer onto your show so they could talk about themselves and how awesome they are? That way, you connect with them on a deeper level—they get to showcase themselves, and you get to leverage their network to expand your content. Plus, you just spent 30 minutes connecting with a potential lead, making it easier to follow up and build a relationship that leads to a more serious sales call.
[00:09:51] Sean Garner: Imagine you own an investment company, like a syndicated investment firm, and you want to connect with big investors. They might not take your calls normally, but if you had an "Investing OKC" podcast talking about business development and the excitement in the city, they might be more inclined to come on your show and talk about how they got started in investment deals. Everyone likes to talk about themselves. By having a podcast show—a video content format like this—you’re not just asking for a coffee meeting; you’re inviting them onto your platform, where you connect, create content, and build a relationship. Then, you have that open door to follow up and potentially gain them as a client.
Tools and Tips for Starting Your Own Video Podcast
[00:10:22] Sean Garner: I think this is a big opportunity by leveraging video podcasting, but it’s not as easy as it sounds—there are a lot of steps. I know what you’re thinking right now: "Okay, I get it, I understand the concept, but it still seems like a lot of work." I’m going to share a few tools that I recommend and how I would structure this to make it as easy as possible.
[00:10:48] Sean Garner: The first thing I’d do is use a simple platform to host the podcast. Spotify actually has a free platform called Spotify Podcasters. You can create an account, name your show, and connect things like your Apple ID to distribute your podcast across Apple Podcasts, Amazon Music, Google, and all the audio platforms. So, when you post on Spotify, it distributes your podcast everywhere.
[00:11:25] Sean Garner: Next, if you’re not super artistic or don’t have a team, you can go to Canva and search for podcast channel art. Create something simple to get started. Remember, the goal is not to create the next big Joe Rogan podcast. The goal is to drive traffic to your sales funnel. Yes, it would be awesome if it became the number one real estate or plumbing podcast one day, but that’s not the primary objective. Don’t overthink things like channel artwork—go to Canva, use a template, upload a headshot, add your brand colors, and you’re good to go.
[00:12:00] Sean Garner: Then, I would get an account for a tool called Riverside.fm. This is what we use for our agency clients when producing video podcasts. It’s a very simple platform, great for guest interviews. It’s similar to Zoom, but better because Riverside does both cloud and local recordings on each device. So if your internet glitches, the content is still recorded on the local devices and uploads to the cloud afterward, ensuring there are no skips or glitches.
[00:13:03] Sean Garner: When you’re first starting out, don’t worry about getting a nice camera or microphone—you can do all of this from your iPhone. Remember, the goal is to scale content creation, expand your network, get in front of prospective customers, and ultimately drive traffic to your sales funnel. You don’t need perfect video and audio quality when starting. Too many people get stuck buying all this gear and getting bogged down in the technical details. Just turn the camera on, press record, and start talking about what you do.
[00:14:00] Sean Garner: The next step is to create a YouTube account—it’s free. Upload your videos there, and YouTube now has a podcast playlist option. So as you’re creating podcasts, you can also...
[00:14:45] Sean Garner: So after setting up those accounts, that’s all you really need to get started: Spotify Podcasters, Riverside.fm, and a YouTube account. Riverside is my preferred tool because it’s easy, auto-generates transcripts, and even has a feature that extracts short-form clips. It’s not perfect, but it’s a good starting point. As you grow, you can upgrade to better tools.
[00:15:02] Sean Garner: Now, the process for getting started, where many people get hung up, is consistency. For our clients, we have them create 12 episodes before publishing. That gives them a three-month buffer to get settled. You record your first 12 episodes, then start releasing them weekly. Doing this takes time and effort initially, but once you’re set-up, if you stick to a schedule of one episode a week, you’re golden. Some clients even block out a day each month to record all their content in one go, staying ahead by three months.
[00:16:03] Sean Garner: The key is being organized with your content. Create those 12 weeks of content by doing a brain dump of all the topics you could talk about. Think of the most common FAQs, problems your customers face, and start writing those down. You could make your first series of episodes based on your business process or framework.
[00:17:15] Sean Garner: Once you have the topics, create a framework for each episode. I typically use a Google Doc, list the topics, and jot down a few bullet points to guide the conversation. If you’re doing an interview-style episode, make sure you have your questions prepared so you’re ready when your guest comes on. The same applies if you’re listing topics for solo episodes—be organized, know your topics, and stick to the plan.
The Benefits of Consistency and Staying Organized
[00:18:00] Sean Garner: Remember, the goal is to scale content creation, expand your network, and get in front of prospective customers. Even though I think anyone can do this, I realize it’s not for everyone. It can feel awkward at first if you’re not used to being on camera. But if you truly want to dominate your industry, it’s going to require commitment—at least 30 minutes per episode, plus setup time. Let’s say it’s an hour per episode, so four hours a month for content creation. But for those four hours, you get so much—emails, blog articles, social media content, transcripts, a podcast, YouTube content, and more. It’s the best return on your investment of time.
[00:19:01] Sean Garner: This is what we help a lot of our clients do with our Podcast Domination package. We help local service-based businesses host, produce, and edit their video podcasts. All our clients have to do is press record, send us the download link from Riverside, and we handle everything else. We turn that Riverside link into a long-form YouTube video, the audio version for all platforms, and three to five short-form videos. We provide captions, copy for social media, and more. We also create a podcast page for their website, optimize it for SEO, and send out emails to keep them top of mind.
[00:20:04] Sean Garner: If you’re a small business owner looking to grow and dominate, we’d love to talk to you. Just go to SeanGarner.co—the link is in the description. That’s just one of the many services we offer. Our mission is to help small service businesses grow and dominate their industry by building, filling, and optimizing sales funnels. This episode was all about one tactic to fill that funnel, and I hope it added value. Thank you so much for listening. Please like, subscribe, and do all the things if this content is helping you. If you’re a small business owner looking to grow, we’d love to serve you. Have an awesome day—we’ll talk soon.
