Grow The Show Episode 220 Summary: "Why I'm Changing The Name of My Podcast"
In Episode 220 of Grow The Show, hosted by Kevin Chemidlin, Kevin announces a significant transformation of his podcast. After five years and hundreds of episodes dedicated to helping over 400 podcasters build profitable brands, Kevin shares the five critical realizations that led him to rebrand his show from Grow The Show to Chief Audience Officer. This detailed summary captures all the essential discussions, insights, and conclusions presented in the episode.
Introduction
Kevin begins the episode by reflecting on his journey with Grow The Show, expressing both pride in his accomplishments and the unexpected need for change. He poses essential questions about branding, premise, and positioning, setting the stage for the deep dive into his decision to rebrand.
Kevin [00:00]: "I have been building this podcast, Grow the Show, for five years, and today I'm walking away hundreds of episodes later."
Realization 1: Structural Churn in Audience
Kevin discusses his first realization regarding structural churn, a phenomenon where a significant portion of his audience leaves due to the nature of podcasting. He highlights that most podcasters abandon their shows within a relatively short period, leading to stagnant audience growth.
Kevin [04:30]: "My audience has structural churn. Because so many people quit podcasting."
He compares this to other industries like real estate and weddings, where the audience's interest naturally diminishes over time. This churn has resulted in a flat Instagram following and feelings of imposter syndrome despite helping others achieve greater success.
Realization 2: The Five-Year Lifespan of Marketing Tactics
At a mastermind event, Kevin learned from Rich Sheffrin that marketing tactics typically have a five-year lifecycle. Initially, new tactics are highly effective due to low competition and novelty. However, as they become mainstream, their effectiveness wanes.
Kevin [15:45]: "Marketing tactics have a five-year life cycle. Tactics come and go."
Reflecting on Grow The Show, Kevin realizes that building his brand around podcast growth—a singular tactic—is risky. He emphasizes the importance of focusing on outcomes rather than transient methods, ensuring the longevity and adaptability of his business.
Realization 3: AI's Impact on Content and Knowledge Commoditization
Kevin observes that Artificial Intelligence (AI) has democratized information, making traditional "how-to" content less engaging and more commoditized. With tools like ChatGPT providing instant answers, the reliance on expert-curated content has diminished.
Kevin [25:20]: "Knowledge is a commodity. Information is not scarce anymore."
He concludes that the future of online content lies in sharing unique personal experiences and building genuine relationships, areas where AI cannot replicate the human touch.
Realization 4: Differentiating Between Attention and Audience
Highlighting the distinction between attention and audience, Kevin shares an example of a highly attended podcast with little subscriber growth versus a less attended one with a loyal audience. He stresses that while attention is fleeting, an engaged audience is invaluable for sustained business success.
Kevin [32:15]: "Attention is when someone looks at you for a moment. Audience is when someone follows you."
This realization underscores the necessity of building a dedicated audience rather than merely seeking temporary attention.
Realization 5: Passion and Sustainability in Content Creation
The final realization centers on the importance of being passionate and interested in the content one creates. Kevin admits feeling burned out from repetitive topics and highlights the need to infuse personal excitement into content to maintain quality and audience engagement.
Kevin [45:50]: "Content creation is a pain in the butt. It is brutal. It is a life sentence. You gotta be having fun with it."
He references advice from Pat Flynn, emphasizing that content should be enjoyable to sustain both creator motivation and audience interest.
Rebranding to Chief Audience Officer
Building on these realizations, Kevin announces the rebranding of Grow The Show to Chief Audience Officer. This new identity aligns with his refined focus on building loyal audiences rather than just growing podcast numbers.
Key Changes:
- Audience Stability: Targeting business owners to cultivate audiences with lower churn.
- Tactical Agnosticism: Focusing on outcomes over specific marketing tactics, allowing adaptability as strategies evolve.
- AI-Resistant Content: Emphasizing personal stories and relationships to create unique, engaging content.
- Audience Over Attention: Prioritizing the cultivation of a dedicated audience that drives business growth.
- Passion-Driven Content: Ensuring content remains interesting and enjoyable for sustainable creation.
Kevin [65:30]: "Chief Audience Officer is going to be the podcast that is here to help you build an audience of buyers."
He outlines the content structure of the newly named podcast, which will include sharing his learnings, discussing mistakes, and interviewing successful audience-driven businesses.
Engaging the Audience in the Rebrand
Kevin invites his listeners to participate in the rebranding process by providing feedback on the new name and podcast artwork. He emphasizes transparency by planning to showcase the rebranding live, allowing the audience to witness and support the transformation.
Kevin [78:10]: "I need your help. I need your feedback on two things. The new name and the new tile artwork."
Conclusion
In closing, Kevin expresses renewed excitement about the direction of Chief Audience Officer and its potential to better serve business owners seeking to build meaningful audiences. He reiterates the importance of audience over mere attention and the need for content that creators are passionate about.
Kevin [110:00]: "Chief Audience Officer will be several things. It's going to be A, me sharing what I have learned about growing an audience."
He wraps up by encouraging listeners to stay engaged with the upcoming changes and to provide their valuable feedback to ensure the rebrand resonates with the audience's needs.
Key Takeaways
- Structural Churn: Recognizing and addressing the high turnover rate of podcast audiences.
- Marketing Tactics Lifecycle: Understanding that marketing strategies have limited effective periods.
- AI's Role in Content: Shifting focus from information dissemination to storytelling and relationship-building.
- Attention vs. Audience: Valuing a loyal following over transient attention for long-term business success.
- Passion in Content Creation: Maintaining personal interest to inspire quality and sustainability in content.
Final Thoughts
Kevin Chemidlin's decision to rebrand to Chief Audience Officer signifies a strategic pivot towards a more sustainable and impactful approach to content creation and audience building. By addressing the inherent challenges of podcasting, embracing adaptability, and fostering genuine connections, Kevin aims to provide even greater value to business owners aspiring to cultivate dedicated audiences.
Note: This summary is crafted to provide a comprehensive overview of Episode 220 for those who have not listened to it, encapsulating the core discussions and insights shared by Kevin Chemidlin.