Episode Summary: Ep 75 - The Power of Being ChatGPT-Searchable With Tom Schwab

Podcast Information:

• Title: The ChatGPT Experiment - Simplifying Chat GPT For Curious Beginners
• Host: Kerry Weston
• Guest: Tom Schwab, Chief Evangelist Officer at Interview Valet
• Release Date: June 24, 2025
• Description: Transform curiosity into capability! Embrace AI with ease as Cary Weston guides listeners through ChatGPT, offering expert insights and practical applications tailored for diverse professions and backgrounds.

1. Introduction: Welcoming Tom Schwab

The episode kicks off with host Kerry Weston introducing Tom Schwab, the Chief Evangelist Officer at Interview Valet—a company that transforms podcast interviews into potent marketing tools. Kerry emphasizes the evolving landscape of marketing and SEO, highlighting the increasing role of AI in driving website traffic and shaping business visibility.

2. ChatGPT as a Premier Referral Source

Tom Schwab delves into how ChatGPT has emerged as a significant referral source for Interview Valet. He explains that since the summer of 2024, ChatGPT-driven referrals have surpassed traditional sources like podcast interviews due to their higher quality and personal nature.

Tom Schwab ([10:23]):
“ChatGPT is becoming one of our better referral sources. Starting in the summer of 2024, we started to see referrals come from that and the people were well educated. It was more like a personal referral than it was a cold inbound.”

3. The Shifting Landscape of SEO and Search Engines

The conversation explores the diminishing dominance of Google in search traffic. Factors such as Google's staff layoffs and the rise of zero-click searches—where users obtain answers without visiting external links—are discussed. Tom highlights the necessity for businesses to adapt their SEO strategies in response to these changes.

Tom Schwab ([25:51]):
“SparkToro is a great company...we're running these for customers and prospects and everything. And it's been very interesting, right?... We have more searches ending without clicks. What kind of effect is this having to the average business person that has a website and relies on traffic as a generator for new business?”

4. Long-form Collaborative Content: Definition and Importance

Tom introduces the concept of long-form collaborative content, emphasizing its depth and engagement compared to short, superficial posts. He outlines how podcast interviews, which span 30-45 minutes of meaningful dialogue, serve as excellent long-form content that benefits both human readers and AI algorithms.

Tom Schwab ([20:50]):
“Long form is something that has a lot of words, a lot of beef, a lot of content to it. It’s not just a meme, it’s not just a quick little post... It’s a conversation.”

5. Sentiment Analysis in AI Referrals

The discussion moves to sentiment analysis, where AI evaluates the tone of content—positive, neutral, or negative—to determine its impact. Tom explains that positive podcast interviews inherently pre-load favorable sentiment, enhancing their effectiveness in AI-driven referrals.

Tom Schwab ([23:25]):
“If they're talking all negative, you're going to get talked about in AI and they're going to tell all of the negative things. So it's not only that you want people talking about you, that whole thing of, you know, any press is good press. No good press is good press.”

6. Practical Tips for Leveraging Podcast Interviews

Tom offers actionable advice for businesses aiming to utilize podcast interviews as a marketing tool:

• Be a Guest vs. Hosting: Being a guest on existing podcasts is often quicker and easier for gaining exposure.
• Authentic Outreach: Personalized outreach, such as sending a Loom video instead of a generic email, can significantly increase the chances of securing podcast slots.
• Repurposing Content: Utilize podcast recordings to create various forms of content like social media snippets, blog posts, and tone of voice guides.

Tom Schwab ([33:11]):
“Start with just a few podcasts that you like that you think you could offer value to. Listen to them, leave them a rating and review... [and] reach out and not in, hey, I’d like to be on your podcast and use and abuse your audience. No, it's like, hey, I listen to the podcast here. I think I've got a... interesting perspective that could add value.”

7. The Importance of Tone, Voice, and Authenticity

Authenticity emerges as a crucial factor in content creation. Tom discusses the development of a tone of voice report derived from multiple podcast interviews, ensuring that AI-generated content aligns with the company's authentic voice. Consistency and genuine communication build trust, which is more valuable than mere visibility.

Tom Schwab ([40:18]):
“Authenticity and consistency is so important today. And maybe visibility is the wrong word because for years it was all about attention, right? How much attention could we get now? I think it's about more trust because you can buy attention, right? You can buy ads... You can't buy trust.”

8. Conclusion: Key Takeaways and Final Thoughts

Kerry and Tom wrap up the episode by reinforcing the significance of adapting to AI-driven changes in marketing and SEO. They encourage listeners to embrace authentic, valuable content creation and strategic podcast participation to enhance business visibility and trustworthiness in an AI-influenced digital landscape.

Final Quote from Tom Schwab ([41:11]):
“Whatever we do through AI generated, it's already been trained on our tone of voice, so it knows how we talk. So the emails, the content seems a lot more like it... And I think that's that authenticity that people are looking for.”

Additional Resources:

• Tom Schwab’s Book: Podcast Guest Profits: How to Grow Your Business with the Targeted Interview Strategy (Available on Amazon and for free through InterviewValet.com/chatgpt)
• Survey for Listeners: chatgptexperiment.com (Include your email for a chance to win a $100 gift card)

This episode offers valuable insights into leveraging ChatGPT and podcast interviews for enhanced marketing strategies, emphasizing authenticity, consistency, and adaptability in the evolving digital landscape.