How we built Content-as-a-Service — Benjamin Shapiro & Todd Hines // I Hear Everything

Show Notes

• 02:12
  Why I Hear Everything decided to build content as a service

  After figuring out how to replicate the creation, launch, operation, and growth process for their own podcasts, content-as-a-service could be offered to other brands. So, by using automation and standardized processes, they could help other brands do the same thing.
• 04:38
  Dealing with the first content

  For the Revenue Generator podcast, hosted by Doug Bell, the infrastructure and automation were copied from their existing podcast template. Beyond that, it boiled down to tapping into the clients network to solicit the first group of guests in order to gain traction in content production.
• 06:54
  ??Training people to be their true authentic selves behind the microphone

  This was accomplished by allowing them to interview people from their network who they were already familiar with for their first eight to 10 episodes. Ultimately, they were able to get into the rhythm of being a podcast host because they were able to have casual conversations.
• 07:33
  The benefits of building relationships with PR agents

  The relationships built with PR agents made it easy to create content at scale. Their network enables them to find great guests to be a part of the new shows I Hear Everything launched.
• 08:52
  Things to consider when growing a podcast from scratch

  When starting a podcast, you must think about viral, organic, paid, and partnerships. You need to be producing great content at enough volume to launch a show, have a team to process that content, and you need a way to promote it.
• 10:35
  What differentiates I Hear Everything from other podcast production companies

  In addition to helping people produce content, they help brands understand who's listening to their podcasts and enable retargeting in terms of driving people to their newsletters and getting people into their demand generation funnel.