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Podcasting Momentum - The Marketing Flywheel for your Businesss
Beyond the Mic: Building Community & Brand Authority with Riverside’s Kendall Breitman
00:44:02
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- [00:00]
A
When you want to learn more about an industry, you talk to insiders, right? Well, that is exactly what we are doing this week. Have a very, very interesting guest, came from journalism over to podcasting and content creation and works as the community manager for a platform that we use. In fact, it's the one I am recording on right now. If you want more information, guess what? You gotta stay tuned. So, Kendall, you started NBC Bloomberg, and now you are in podcasting. I mean, like, podcasting overall. You work with Riverside, who's largely based in podcasting, but is reaching out to some of the live streaming stuff, some of the backend editing stuff, some of the video stuff. When, like, you've got this great journalistic background. When did you say, hey, there's a pivot to podcasting here?
- [01:10]
B
There's gotta be a way to break into podcasting here? No, actually, I'm like, I'm constantly surprised by how much overlap there is between television production and podcasting, and I think that there are a lot of ways. So, like, technically I would say, like, just how a video moves, how you, if you take away a pause and like, switch the scene so that you like, kind of erase that pause. Like those kinds of editing tricks is on one hand, but then also just the art of interviewing, the art of like, speaking to somebody and asking questions and, and like the order of all of it and the way that you hold a conversation. Like, there are so many parallels that I find all of the time. Even like the other day I was doing a webinar and, and the guest dropped off and suddenly I, like, was putting on my, my television reporter hat and I'm like, well, we wait for our guests to join again. I'm going to ask people in the chat. It, like, really like, brought back into me. I'm like, all right, let's fill this dead air. So, but as far as, like, the career move, it was a slow but steady build up. So basically I was a political reporter for the 2016 presidential election in the U.S. and, and was very cool, very cool experience. And I afterwards simultaneously found love. Adorable, but that love was not in the US So then I had to figure out, like, okay, I. If I can't be reporting on politics, like, what's my next step? And from there it's kind of a cliche of like, it. When you're a journalist, you either go into marketing or you go into pr. But I was like, okay, well, I'm
- [02:47]
A
going to be in.
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B
It's really a cliche. Like, half of the people I work with now are in marketing. So we ended up. I ended up going into content writing. So I was like, okay, I like to write. That's what I did. I'll do this. I found that I did not love to write as much as I thought I did. I. I just, like, I love long form. I love to, like, write and like an article. But when it comes to, like, you have three words to describe a product and, like, it's the. The first fold of a website, it's just. It's. It's really hard. Like, it is a very. It's. And it's very. Like, you can have one person read it and they love it, and another person read it, and they're like, no, let's change it. And just kind of. That back and forth was not my favorite thing. And then. Yeah. And then Riverside reached out. I just like, if I'm going to spend, like, three weeks, like, do I want to grow or expand? And people are going back and forth that word, like, I don't want to do either. I want to go to bed so I can.
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A
I can empathize with that.
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B
Yeah, it's like. Like, content writing is. Is like such. But it was like, something that I wasn't, like, I was doing, and I felt like I was doing well, but I wasn't passionate about him.
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A
Sure.
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B
And then Riverside had reached out about a community manager position. I was like, what the heck is that? So when they sent me, like, a job description of what that would include for them, I was like, oh, this sounds exactly like me. This sounds like such a perfect job for me. And especially to do that with podcasters and content creators. It's just, like, such an interesting group of people that I realized what I loved about journalism wasn't the writing. It was like taking the stories and hearing the truths and the stories of so many people and then being like, what's the headline here? What's the story? What do we all have to know from all of these opinions and all of these truths and all of these stories? Like, what's the main takeaway? And I think that kind of bring that into how I'm. How I am as a community manager.
- [04:37]
A
Yeah, no, that makes perfect sense. And it's interesting because we joked about in our emails back and forth where I said, your fame as the Riverside community manager, and you're like, no, not famous. And I'm like, no, you wrote.
- [04:51]
B
And I will remember this. You wrote, you're famous enough that blah, blah, blah. And I remember this because, like, it's become, like, A joking quote in the office that I'm like, I'm famous enough. Like, people be like, like, like somebody's. I forget what happened the other day, but I was like, I'm famous enough that I don't need to take this coffee to the sink like somebody else. Like, it was like a ridiculous statement like that. But I remember it word for word because I was like, I should frame this and put it on my desk. So thank you for that. It's not only become an ego booster for me, but it has become office fodder for the rest of us.
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A
I love it.
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B
Famous enough.
- [05:28]
A
Famous enough. I. Yeah, no, this is. This, this is fits. I mean that. Let me know when you get.
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B
I still argue this point, but I appreciate it and want to put it on my desk.
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A
Yeah, let me know when you get the award for that, Wolf. We'll make sure that it looks like.
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B
But I won't have you send it to my home because if I'm famous enough that, like, the fam. People don't do that, you know, P.O. box somewhere.
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A
Somewhere. No. Well, I'll have my people contact your people. Yes. With that kind of talking about Riverside and what Riverside does, Obviously we're recording in Riverside right now. Obviously there's half a world between us essentially, and it's a tool that we use. It's a tool that's grown because I remember years ago first testing Riverside for a couple of things back when some of the stuff was still a little bit wonky and awkward for all the
- [06:19]
B
platforms, but teenage years, you know.
- [06:22]
A
Correct. It's those. Those know what to do with his bodies. No, no. How is this happening?
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B
Yeah, where am I?
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A
Right? Where am I? Where's this going? Why am I snotty? All these types of things.
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B
What are my goals, my hopes, my dreams? Yeah.
- [06:36]
A
Correct. Correct. So now it's interesting to have watched Riverside turn into more of the full on, like, content platform where there's the webinars, where there's the editing can be done in it, where you can do the live streaming and the things of that nature with it. With that. Is it really, like, for Riverside, is it the goal to kind of become that one stop shop for people that are looking to create that marketing content or the personal content or those other types of things where they can come in and they've got. Because I know you guys can help with some of the posting now. Correct?
- [07:12]
B
Yes. So, yes, that's definitely the goal. And I will say that it's like, it's a goal for a lot of reasons. One of them being that just like whether it's podcasters, whether it's content creators, marketers, like we're all balancing so many tools right now that like I'm recording somewhere and I'm, I'm downloading it and then I'm editing it somewhere else and making clips somewhere else. And God forbid I have like a scheduler as well, like a scheduling system as well. And that's another thing. It's just like so many tools and it's just like a lot to manage. But more importantly, it's also like for independent podcasters, creators, marketers, it's like less marketers only because like, you know, you're part of a business, so. But it's a lot of, it's a lot of money. Like, if you want to be a pot, if you want to go into podcasting, suddenly you're like realizing that you need a hosting platform, you need a record, like a place to record, you need a place to edit. You're going to. If you want to make clips, it's another like. So we're basically trying to make it. Our whole goal is to make content creation more accessible for more people. Because when we do, you get more stories from, from more angles. You. And that's I think, how people connect and having conversations. So I think that's like a big driver as like in this economy. I'm kidding. But like, it's kind of like how, like, how can you, like how like it's such a barrier for people to tell their stories when they realize they need so many tools. So yeah, we're really, I mean, we introduced hosting, we have live streaming and then, you know, we started as a remote recording. We have now expanded into editing. And then also we have like AI clips. But also new is we're starting to support more in person recording. So it started with two. Now you can have two microphones plugged into your Riverside studio. And I'll just tease the like, well, if, you know, it wouldn't be crazy to believe that that might. Then the next step might be video and have two cameras plugged in. So, you know, going beyond remote even.
- [09:13]
A
So yeah, that makes sense. What's interesting is, and I guess with us being a, like a podcast, we do podcast for marketing purposes and it's to try and help companies get their name and things of that nature out there. What do you think is probably besides all of them, what is one of the most powerful tools that would be? And when I say powerful, I mean not just powerful from what it Gives back to time. But in terms of relevancy, in terms of what it allows people to do for outreach, what do you think is probably one of the more powerful things from that aspect that Riverside has? I know you're going to say all of them.
- [09:52]
B
A lot. All of them. There's a lot. I mean, like, I think, like, the easy, like the easy AI repurposing, like being able to make magic clips and being able to like, like, edit easily. I think. Okay, I'm gonna put this into two different things.
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A
Sure.
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B
One thing that I think is really, like, powerful is that is the editor in general just being very easy to use for somebody that's maybe not as well versed in editing. Like, being able to edit via the transcript, like a doc, being able to change the scenes, change the aspect ratio. I say this because, like, I'm not a video editor myself. I am a marketer and I do the webinars. And I don't need now my video team, like, our editing team to work on the videos that I'm creating because, like, I can do it myself. And I think that that's just really powerful to put more people in the position to be able to create content for themselves. And then one surprising answer. I'm going to give unsung hero transcripts. Hear me out. Transcripts. I would say that there's a lot that you can do with them as a marketer. So, yes, for example, like, this is even beyond podcasting. Like, we did interviews with our top users and we recorded the interviews just for our own personal, like, use. We weren't going to. We had no intention on, like, putting them online or anything. But then we took all of the transcripts from all of those calls and we put them on a chatbot and got takeaways from all of that common use terms, like real marketing insights that can be got, like, taken from transcripts. Another example, I record a podcast interview. From that transcript. I can make a newsletter, a blog, article. Like, there's just in terms of, like, the most repurposable asset that you get. It's not just the video. It's like there's so much power in just the transcript itself.
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A
Is that a new word? Repurposable?
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B
It might be. But like, honestly, if it is, then then we're behind because I feel like I just hear, keep hearing repurposing. Repurposing. It's repurposing an AI all the time, which makes sense because an AI helps your purpose. But I like, repurposable. I won't say it's two times fast, like three times fast.
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A
But no, because that, that can end up poorly.
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B
Yeah but you'd hear it in uncompressed audio with Riverside.
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A
Oh, I like. It's funny because I, I want to get. That's a. You make an. You make an excellent segue into my next point for me there.
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B
That's what I'm here to do.
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A
The journalistic background. Right. That being said, it's interesting because I will pop on and I will see interviews that people have recorded in other lesser platforms and I will say that very politely. We won't name here.
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B
It's okay.
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A
Zoom. We also, the worst is when I see something recorded in teams or webex, I'm like, I haven't seen as much of that. But I, I love that.
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B
I'm like, oh right.
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A
I have seen some of that nightmare. That being said, when I know when you. I know when you see some of those. If you're scrolling through, looking at other podcasts, when you see the compressed as all get out, you see compressed as hell video, you see compressed as hell, you hear compressed as hell audio, you're like, great. This is amazing. This person sounds like they're talking into an echo cham. That's awesome. How much brand authority do you see is lost when they've got this terrible looking and it's not always terrible, but you're like, this isn't good. How much brand authority do you like feel gets lost by that?
- [13:34]
B
I think a lot. If that's a good answer. A lot. But here's the thing. First of all, I will say that I can immediately see it and I would be embarrassed to show you my DMs on Instagram. Cause so many times it's me writing to brands being like, stop recording on Zoom and be like, no, because it's made for meetings, it's not made for recordings. I think that like brand authority is one thing, but I also think that like you're just. Your message gets lost. You can make like, you can have the most incredible conversation. But if I don't like listening to it, like if it's not like, like a pleasure to listen to or watch. If it's pixely, if it sounds compressed, then like no one's even going to hear it. Like, I don't want to continue to listen.
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A
I.
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B
The other day I listened to a podcast and they had somebody phone in as a guest and like this isn't. I'm not talking about like Riverside mobile app is like doing it from your phone through an app. Like, they were literally like, it was like as if I was listening to a speakerphone and like I couldn't listen the episode. And I wanted to say like was into the topic but like, I just didn't want to listen to it. So I think brand authority is definitely one thing. Like you want your content to look good, but I also think that on top of that, it's just like you want people to ultimately why you're making us, because you want people to ultimately watch it. So make it watchable.
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A
Yeah, make it. Yeah, make it watchable. Make it represent your brand.
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B
Speaking of, make it something that was enjoyable to watch. It makes you look professional, makes you look like you have authority. Gaining that trust, all that.
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A
Yeah, makes sense. Speaking of this, you said making mistakes is part of the process. We also joked ahead of time that it's going to be the just press record and make the mistakes and go through it. We're going to. Because that's what everyone says in podcasting.
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B
Honestly. The mistake can also be like, you didn't press record. Like this happens, but don't do that.
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A
So I've got a two part question for you. Here is what is the biggest mistake that you consistently see from creators, whether it be inside or outside Riverside? And then the second one is what's the biggest mistake where you're like, oh yeah, not gonn do that again.
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B
Okay. Biggest mistake that I see most people doing. Ooh, I would say that you, you
- [15:57]
A
have to pick one, you can't pick five.
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B
Okay, okay, okay. See, it's already we've like been recording for like, like, oh, you're not even 20 minutes and you already know me. Okay. Biggest mistake I see people make is that they don't listen when then they're having interviews like they are. I think there are two reasons that people do this. One is because like if they have like questions that they've writt, but like they're not engaging with the answers, they're just asking the question and going on to the next one. Like there's not. I think people need to be better at actively listening. I think it's an art and I think that it really helps carry a discussion. I also think that sometimes when you're doing something, when you're recording something, you're trying to remember that follow up question that you have. So you're just like, it's like your brain's like, remember it, remember it. And so you're not listening to the rest of their answer because like you don't want it to slip their mind. And I think that, like, you need to give yourself the permission to let that follow up question slip out and let another one in, if that's how it goes. So I would say just like, I think that people are like the art of listening and having a discussion and following up is something that's honed over time and it's something that I think takes a bit to get down. The second question was, what is a mistake I'll never make again?
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A
Well, at least you're gonna try not to make again.
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B
I'll try not to make again. Hmm, that's a good one.
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A
I always like to ask the tough ones.
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B
I never make mistakes. So this is a very hard one for me.
- [17:33]
A
I understand that. I understand. I definitely felt like 25 years ago I was very much that way. I never made a mistake before. I don't know why all these people are criticizing me. I do wanna go back. Interesting piece there you said about the questions and listening. It's interesting. I just worked with someone the other day that same thing. They had an interview and they talked probably 60% of the time. And I'm like, why are you having an interview? It was the same sense too. I've seen people that are so busy looking at their next questions where they're like, they forget and they're like, are you talking? No. Oh, okay, well, I'm just gonna ask the next question. Totally irrelevant anyways.
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B
And it just feels kind of like if you beat coffee with somebody and somebody's like, okay, and so where did you grow up? You're like, oh, whoa, okay, we're not even gonna react to what I said before.
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A
Yeah,
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B
I don't say any questions. Like, I'm not knocking questions. I just think that, like there's a, there's a discussion that has to be going around 100%. I also am not knocking. Like, people talk. I like, I come back for to an interview because I like the host. Like, I like, I listen to my favorite podcast because I love the host. So I'm not. Like, I love when hosts tell their own stories and insert themselves in their personality in some way. Like, the guest is great, who they chose as their guest. But like, I'm there for the host. So I don't mind the host speaking so much. 60% is probably too much. But like, I think the host's role should be to ask the questions that if you're listening and you have your headphones on, your, in the audience or your listener, you're like, oh, I wish I heard More about this for that to be what? Like, I think a host needs to be in tune enough with their audience that they know what that question's gonna be.
- [19:18]
A
It's interesting. And I'm gonna make an analogy here, and I would like you to rank my analogy from 1 to 10, just to see where we're at here. Like the show Jeopardy. No one watches the show Jeopardy. For Ken Jennings, the host. In the same sense, if they hated Ken Jennings, they also wouldn't watch the show. So he's not the reason why people watch it. They watch it for the other stuff. But if they hated him and thought he's irritating and all these other things, they probably wouldn't watch it. So to me, it is. It is kind of that, like, the. The host is the driver. The host is. Sets the tone for things, but yet you're probably there partially for the guests, too. Is that a. Is that a. Is that a five? Yeah.
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B
What are we ranking out of 10?
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A
Yeah.
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B
No, I'm saying I agree and disagree. I agree because, like, I agree that, like, if you don't like the host, you're not coming. There are some shows that, like, I come because I love the host and then. But I also love what they're talking about.
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A
Sure.
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B
I would say that for me, as I sit here as your guest. For me, it ranks host, topic, guest, or, like, topic a host, guest. But, like, the host and the topic are, like, fighting their way for the first place for me, of, like, why I'm listening, probably topic, host, guest. Okay. And I say this as to knock, knock, knock, knock, guests, because here I am guest on your show, and that's why people are in here, here and listening to this episode. Hi, Mom.
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A
I love this. But to me, it's these type of discussions, too, that I absolutely love, too, where a host and a guest can be like, I see this differently because I hate it when you see the entire episode. It's just two people nodding to each other being like, huh, huh, huh.
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B
Yeah.
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A
I'm like, right, right. So speaking of an interesting direction to take this, you've mentioned AI We've all known that AI is weird and coming, and it's taking over certain areas that we never knew it was going to take over. I see podcasting as a great way to make sure that we've got a human connection.
- [21:34]
B
Yes.
- [21:35]
A
With that. Where do you see some of the AI things? A. I guess I would say taking over. And where do you see some things as the human connection being really strong over the next year or so? Is your podcast not getting the results you hoped for? Are you feeling stuck and unsure how to grow your audience or make a real impact? We get it. Podcasting can be a challenge, but with the right strategies, it can be an incredibly powerful tool. That's why we're offering our free no Pitch podcast consultation. We'll spend 30 minutes with you identifying areas for improvement on anything from optimizing your audio or video quality to developing a content strategy that resonates with your customers. If you're ready to unleash your podcast's full potential, visit the link in our show Notes to schedule your free consultation. Space is limited, so sign up today so we can help you create a podcast that truly shines.
- [22:42]
B
Yeah, so I think that, like, I think that podcasting is very particular, very, like something that I love is that it is very based in human connection. It's long form, it's having discussions, and I think that people listen to it because they love that human connection, whether or not they come for the. For the host or not. I'm kidding. But, like, I think that, like, I think that it's, like, I think that it's so based in human connection. It is so based in wanting to learn more about people. So when people think about, like, AI and podcasting, I'm never going to say that, like, I think the future of podcasting is going to be like, AI host, because it's just not true. I really just do not believe that. I think that it's just one of those mediums that's always going to be first and foremost about human touch, but not just human touch, like a human first and foremost. So where AI comes in, I think is going to be doing the things that creators hate. So as a community manager, I'm speaking with creators all the time, and like, nine times out of ten, they'll say that they're things that they hate or either hate doing or either editing or repurposing. So, like, I'm a podcaster and suddenly I need to be a full marketing team and make all these clips and blah, blah, blah. So I think that, like, AI clip creations already here, we already have in Riverside. But, like, I think that you'll continue to see things like that, like AI being able to edit, doing, like, AI edits on your episodes, like, remove all the pauses, remove the ums and ahs, that type of thing. I do think that where it's lacking right now in general is that you still, as a human, want to listen through a full episode and make sure all those ums and ahs. Like, it doesn't have, like, sound so choppy. I do think that as we continue on, there will be less and less need to. I mean, people will still check it because it's something that they're passionate about. Passionate about, and something that they'll want to check. But I think we'll. That there will be more and more advances in how to cut things without, like, making it choppy, losing that quality. Gotcha.
- [24:43]
A
Yeah, that makes sense. Especially when I see some of, like the, like, the overwriting where you can change a word in both the text and then the. The talk and the video. Yeah, the video and stuff like that. So, yeah, I see. I see that can happen. Plus, I like how you mentioned too, a lot of people are going to go back and listen to it. I typically edit a lot of ours just because of the fact I want to go back and be like, where did I sound like an idiot?
- [25:09]
B
I also, like, I like there's sometimes where, like, the scene will switch and it'll show me, like, nodding, but sometimes it'll just be being like, like scratching my head. And I'm like, no, no, don't switch the scene there. I don't want to look like that. So I always, like, I am unable to. Like, that's just me. And I feel like a lot of creators can relate. Like, I'm unable to be like, oh, press a button. It edits it. Let's ship it off. Like, I will always need to watch it through at least once after it's done.
- [25:36]
A
We make sure the same thing. And I always joke, it's part of the reason why we always talk about, like, in our studio here, we've got three cameras. We've got a wide that covers both people. If there's two people at the table here, and then we've got a camera on each person. And like, in the class that I teach, I always talk about, like, hey, look, if we're on the wide and one of the people decides to jam their finger up their nose, you obviously go to the tight to the next one.
- [25:58]
B
And that is one of the many times times, like, TV production, like, really has helped me with, with, with podcasting and video podcasting. Because, like, I know, like, those are things that was like, producers we know. But then it's like, like, it's. It's new for a lot of people. But for me, I'm like, oh, yeah, if you have a jump cut, just switch to the other camera angle or, like, switch the scene. And so it goes from full Screen to split screen. Like, they're really easy fixes. But I think that I'm. I'm always interested in hearing the things that I think are, like, easy and, like, known are not actually so, so known.
- [26:35]
A
It's interesting because I make a lot of comparisons because a lot of people have watched it to, like, the Price Is Right when I talk about, like, shows and that because most people have been homesick and watched the Price Is Right. And I always say there's always. It's because it's familiar. And I talk about podcast structure in that way. Like, you know that they're gonna call six people, they're gonna lose their mind as they run down the aisle. Way they're gonna be. The games are different, the prices are different, the people are a little bit different, but the show structure's the same. They're gonna. I mean, they're gonna. They're gonna. People are gonna bid. There's always that one jerk, one dollar, Drew. There's. There's always those things that are gonna happen, and that familiarity is what allows that. But once again, that's that parallel from TV production to podcast production, where I feel like they're very similar. Another thing I want to touch on real quick is I. People talk about live streaming recently, and with Riverside adding that, is that something that you see that over the next year or two, that's going to be, I guess I would say, more common and more prevalent? Do you feel like we're moving in that direction, or do you feel like it's just another tool that we added?
- [27:49]
B
I think so, and I'll tell you why. I think that for some people, it's like a. The next challenge for them, it's like a next step. So they're like, okay, I've gotten this down. Like, maybe let me try a live. Like, doing it live. I also think that people feel less pressure when it's live. I know it seems like there'd be more pressure. I think that people are more forgiving when it's live, that, like, if something goes wrong, that, like, it's, you know, if they need to correct themselves or whatever, that, like, people are more forgiving because it's live. But also there's this feeling of, like, once it's done, that because people know it's live, I don't have to edit it that much. Like, it could just kind of go out as is, is what I've heard.
- [28:24]
A
Just toss it out there.
- [28:26]
B
Just toss it out there. But really, what, like, most importantly is I think that people are Seeing that there's more, like, community is becoming so important for creators and podcasters that it is a really great way to get, like, in front of your community in real time. So it's just like another touch point. I'm seeing more and more creators doing it because they want to connect with their community. Some people are even offering it as like a Patreon super cast kind of subscriber thing that like once a week you can be part of our, like, we go live and, you know, we could be part of the session and whatever, but, like, I think we'll see more of it. I think that we'll see more of it for people who, like, are comfortable with it and want to do this next step. But I, I, am I gonna say that, like, all podcasters will be going live? No, I think that it's like a cool way to connect with people if that's where you want to take your show.
- [29:17]
A
Well put. And politically correct too. I like that. Thank you. There's the journalism background sneaking.
- [29:24]
B
It always comes back.
- [29:27]
A
One other thing I've noticed a word that I have heard you say probably 200 times today. Amazing. Don't use the word count on this. But you've said community a lot. Yeah. How important do you think that is for people to be building that? And what is the best tool? I know it's all the tools. What is a tool that you think is. What's one of the top tools that people can use to build that community? Is it going live or.
- [29:56]
B
So. Okay, Community. I'm saying this as a community lead, Riverside. So I think community is getting, like, I'm saying, are we saying for podcasters, are we saying for like, business owners.
- [30:08]
A
For business owners and marketers that are looking to like, build that? Because part of it is we work with some legal firms, we work some medical firms, they are looking to build that, know, like, and trust. And I'm like, sit in front of the camera and talk about great things and get people used to you. So from that aspect, I guess is the way that I'm looking at it.
- [30:27]
B
So I would say that, like, I think that brand, the brands that are winning right now are the brands that are the more the most human. Like, if you want to build trust, if you want people to like, inspire love in your brand. People don't like, love a web page, you know, like, they love, they love a product. They love people. Like, it's like, it's inspiring people. I think that it's about human to human connection. I think that more and More that's becoming important for brands. I think that it inspires loyalty. I think that also like, we are in the like for a while. Like a little while ago it was like all about influencers. And I'm not knocking influencers. I think they're still like very important as far as marketing. But more and more as we're seeing, like it's, it's about peer to peer recommendations. If I'm going to buy, I have a baby. So if I'm gonna buy a stroller, I'm gonna ask my friends who have kids what strollers do they have, what do they like about it? I'm gonna go on Reddit, I'm gonna see if people on Reddit recommend this stroller. I'm gonna maybe go on YouTube, review of the stroller. Like, that is about peer to peer recommendations. And who do those recommendations are people in your community, people who like feel connected to your brand. So much so that they want to like go online and write about this or you know, like, you know when you talk to a friend and they say like, I like, you're like, oh, what stroller do you have? And they're like, oh my God, I absolutely love this one and this, that and that. That's built over time by trust, by loving the brand. I think that is really based in community. So that's one of the reasons that I say this and like the importance of building it. I think as far as how and like a tool for doing that, I, I think that it's going to differ from, from brand to brand, like where they have that community. But I think the biggest tool is like using your humanness. And by that I mean like, like, I mean like it's not a tool. It's like if somebody comments on your, your Instagram post and you're a brand, like the power of being able to reach out and say, hey, thanks so much. Like, would love to have you, you hop on a t a call with our product team and learn more about what you're working on. Like, we do that at Riverside. Or if somebody has a feature request, like saying, hey, I said I sent it over the product team. And then when we implement it, I write back to them and say, hey, we implemented this feature like that you asked for a month ago. Like, the tool is really just making like if it makes sense, just making those connections of people at every touch point. That's social, that's community, that's support, that's the product itself. Like, I don't know. I think that that's where community is really built. Is, is there. But then as far as like a place to build community, there's circle, there's Facebook, there's discord. It kind of LinkedIn, it kind of depends on where your audience is process.
- [33:22]
A
100% makes sense. 100% makes sense with all of that. And I'm going to, I am going to put the caveat on this one. If you can give advice to a podcaster out there besides just hit record, not that's why I pulled that up,
- [33:40]
B
but actually hit it because it really sucks to not hit that record.
- [33:44]
A
What would be that one piece of advice that you would give them when it comes to like the. And like I said, we're talking to business owners, we're talking to marketers of small mid sized businesses. What's that one piece of advice that you give to them?
- [33:59]
B
It's gonna be a weird one. Just be cringe. And I say this because, no, I say this because like I think, I truly think that a lot of people are worried about doing video or worried about being, getting into podcasting or like worried to make this next step because they're like oh my God, so and so like these people are gonna see me online and like they're gonna see me podcasting or like there's this nervousness of how you're going to look, you know what I mean? Like, like how you're gonna be perceived. But all of these people that we look at online that we say are successful are maybe a little bit cringe to the people that they, that they went to high school with. Like if that makes sense, you know what I mean? But like, like I'm saying this because it's a really a problem for me. Like I'm worried that I'm like, like sometimes like I like haven't started my own podcast. I'm like, oh, but you know, I don't want to look this way or that way or whatever. Like, like I'm nervous to put myself out there. And I really just think that with, for everybody that you admire, there's, they've had that discussion with themselves and they've went for it. And so I know that's a really weird answer to give but like lean into being cringe. Just do it. And I'm saying this to somebody who hasn't. So like completely unsolicited, unfounded advice from a non expert on cringiness. Well, I expert on cringiness, but, but a non expert. I'm leaning in. Yeah. Well versed in the cringe. But less versed in the leaning into it. You know, it just, it just happens naturally for me.
- [35:28]
A
I, I, I believe you just asked me to be your accountability buddy for leaning. For leaning into the cringe. Yeah, I, I believe, to me, write
- [35:39]
B
to me, like, every so often, be like, have you leaned in to that cringe?
- [35:43]
A
100%.
- [35:44]
B
And I'm gonna, I'm gonna look at that you're famous enough thing and say, you know what? I don't know if I have.
- [35:52]
A
I'm just gonna say because we were joking earlier about you being quote, unquote, famous enough is I don't know if, like, maybe you're gonna say that this would make me too famous and you don't want it. You don't want to get too famous. You're famous.
- [36:08]
B
No autographs, please. Yeah. Yeah. I don't want to be stopped at dinner. Think I want to eat my dinner in peace.
- [36:16]
A
That's why I don't even go out of the house.
- [36:18]
B
I'm kidding. If anyone who knows me is listening to this, they're like, you absolutely want to be stopped at dinner. And they're right to say that. I would be flattered. Plus, if you see me at dinner, interrupt me. It'll be the best day of my
- [36:29]
A
life with a new baby trying to get out to dinner.
- [36:34]
B
I believe that's if I'm ever at dinner.
- [36:37]
A
If you ever go to dinner again
- [36:39]
B
in my home and you see me covered in cottage cheese, interrupt me. Please help me clean.
- [36:47]
A
That is a wonderful place to wrap this up. Where, I mean, for people to find out more about you and, Or Riverside, where should they go?
- [36:56]
B
You can go to riverside.com, you can follow us on any of our social media platforms. YouTube is a great place to get more information, and we have really great videos there that are going to help you reach different goals that you have, or even with lighting and setting up your studio, all of that. And you can find me in our Riverside community, that is Conversation Creators by Riverside, on Facebook and I'm also on LinkedIn. But join our community. It's a really cool place. It's like my favorite, my favorite little corner of the Internet.
- [37:27]
A
I love that, Kendall. Thank you. It's been an absolute honor to talk to someone that is famous enough and we will have to thank you for
- [37:38]
B
having me and for, like, what is possibly my favorite compliment that I've ever received.
- [37:43]
A
For everyone else out there, I've got some thinking to do. I will be back with the summary in just a bit. Kendall's the Community manager for Riverside, like we said, and through doing so many webinars and so many other Riverside events, that's where I came up with the famous, famous line. And famous enough was where that stemmed, because I said, hey, you're. You're famous. To which I got the reply, no, definitely not. And I said, well, famous enough. And obviously Kendall's taken that and run with it, and we had a ton of fun with it. To me, I mean, once again, with podcasting, to talk to other people in the industry, that, first off, I got a lot of knowledge from that. But second off, what an enjoyable conversation I. I was. We were on the call for 40, 45 minutes. And to me, to sit down and have a conversation like that while learning something is just really, really cool. Once again, I love so many things about podcasting and what it does in terms of your ability to market, in terms of your ability to reach out to new people. Additionally, there's one or two questions that I've had. We use Riverside a lot. We use Riverside when we're recording for a number of people, especially when they've got remote. We even got some podcasts that I am on as just a producer, so I don't get recorded. I'm just in the background making hand signals and. And all sorts of other zany antics in order to help guide their podcast on the way that it's supposed to go. It's been a great platform for us. But to be connected with someone like that, when there's an issue, when a new feature comes out and there's questions on it, I'm now able to be connected with the. The right people that be able to tell me the right things and how to do it. And just once again, Riverside's a great tool. It's why we use it. Podcasting also a great, great tool just because, like I said, the access, the ability to do things. Surprisingly, transcripts as one of the most valuable pieces to come out of a podcast. And once again, I'm not going to argue that point at all because I feel very much that I'm kind of tied across the board for it. But the fact that transcripts can give you so many other items. Kendall mentioned, the emails Kendall mentioned, like blog posts, Kendall mentioned so many other things that can stem from those transcripts that are just awesome tools for you to be able to use. To me, once again, it was kind of the surprise of the day, but in the same sense, I totally get it. I was really appreciative that Kendall made that comment about that Additionally, like I said, the word that Kendall said all the time was community, community, community, community, community. It is building that group of people that want to deal with you. And when we talk about it from a marketing aspect, I know there are some people that have a very short sales cycle. It's a one and done and the person's moving on. We also work with people that have a longer sales cycle. How do I get to know these people? How do I get in front of these people? Those are handled a little bit different in terms of how the community is organized. But once again, it is building that community. It is building that know like and trust. It is getting people around you and it is getting people to know who you are, what you stand for, and also finding other people that have that in common. That, to me, is what the community piece is all about. I have pushed from day one the know like and trust. I know you guys have heard me tell the story about someone walking into my office and sitting down like they're like world friends because, hey, they knew me, right? They knew exactly who I was, they knew where I. They knew my story. They knew a ton of stuff about me and everything that's gone on. I broke the one rule and didn't shut my cell phone off. Nonetheless, I see that, like, I see how the know, like and trust barrier is broken down so quickly and so easily with podcasting. You guys know me. You know who I am. You've seen me make mistakes like the one I just made and. And that makes me human and that makes you know me. That hopefully makes you like me. I realize I am not everyone's cup of tea, but there's a trust there. The other piece of that trust is I'm showing up every week for you. People know me because of that. I am out there all the time. I'm ready to talk to you with that. If you would like to talk about a podcast, if you have a podcast and are looking to step up your game, reach out, we would love to talk to you about it. We do that 15 minute no pitch podcast consult. I'm not going to pitch you. We're going to talk about how to set your camera up so you can look your best. We're going to talk about how to set your microphone up so you can sound your best. Most of the stuff we talk about is free. Like I said, I'm not going to pitch you. Bring along your other podcasting questions because I'm happy to help with those. Also, the link is down below or in the show. Notes, make sure you go ahead and click that. It'll take you to the calendar. Super easy sign up. And we're not to spam you. We give you the option to go in or stay out if you want to. As always, do me a favor. Take care of yourself. If you can, take care of someone else too, I will see you very, very soon. Creating engaging content can feel overwhelming, but it doesn't have to be. That's why I'm excited to share our Stomping Podcasting newsletter. You'll get actionable insights and expert tips straight to your inbox. These are to help you maximize your video marketing and podcasting return on investment. Head over to the Show Notes and click the link to subscribe to our free newsletter. 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