Content That Cuts Through - with Jon Goehring | Epi.32 | Active Action Podcast

In this episode of the Active Action Podcast, host Dr. Nazif interviews content creation expert Jon Goehring, founder of Jon Goehring Voiceovers. They delve into the importance of creating authentic, engaging content that serves your audience and how collaboration with other brands can amplify your reach. Jon shares insights on the nuances of repurposing content across different platforms, the formidable growth of podcasting, and strategic tips for starting and maintaining a successful podcast. Listeners will learn the significance of consistency, the impact of content on the bottom line, and ways to build trust with their audience organically through diverse forms of content.

What You’ll Learn:

Why authenticity matters more than perfection in content creation
How to start a podcast without overcomplicating gear or setup
Smart ways to repurpose one piece of content across multiple platforms (audio, video, blog, social media)
The value of consistency over frequency in podcasting
What causes podcasters to burn out—and how to avoid it
Why you don’t have to be on every social platform to succeed
How to collaborate with aligned brands to expand your reach
Why content is trust, and trust is the real currency in business growth
Real-life examples of how content boosted brand visibility and sales
Tips for understanding how your audience prefers to consume content—and how to meet them there

Be sure to check the webpage of Jon at the Active Action Podcast Website to learn more about his work, and ways to connect with him.

Read a blog on this episode.

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00:00:00 --> 00:00:02 Content comes in so many different forms. You
00:00:02 --> 00:00:05 don't have to be the active action podcast here
00:00:05 --> 00:00:09 to get your name out there and have a digital
00:00:09 --> 00:00:12 footprint. And that's the beauty of what content
00:00:12 --> 00:00:14 really is. It's a digital footprint. Just because
00:00:14 --> 00:00:16 you start something doesn't mean that you have
00:00:16 --> 00:00:18 to continue it the same way that you started
00:00:18 --> 00:00:21 it. Podcasting isn't about us. It's about the
00:00:21 --> 00:00:23 audience. We have to meet them where they are.
00:00:23 --> 00:00:26 So that's when the content really elevates a
00:00:26 --> 00:00:28 brand is not just when the content is good. but
00:00:28 --> 00:00:31 when the content is placed properly and it hits
00:00:31 --> 00:00:34 all of those different ways that people consume
00:00:34 --> 00:00:40 it. But if we leverage the ability to work with
00:00:40 --> 00:00:43 somebody else, now we're amplifying our audience
00:00:43 --> 00:00:46 by double, right? We're not only reaching one
00:00:46 --> 00:00:49 audience, our own, but we're introducing new
00:00:49 --> 00:00:51 people to our audience. The power of content
00:00:51 --> 00:00:55 is that it can build trust organically and authentically.
00:01:05 --> 00:01:07 You're tuned into the Active Action Podcast.
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00:01:39 --> 00:01:45 relax, and enjoy this episode. Dear listeners,
00:01:45 --> 00:01:47 welcome back to another episode of the Active
00:01:47 --> 00:01:51 Action Podcast. It's me, your host, Dr. Nazif,
00:01:51 --> 00:01:55 back with you. again with another amazing guest
00:01:55 --> 00:01:59 today we will be knowing a lot about uh content
00:01:59 --> 00:02:02 creation but before delving into that just wanted
00:02:02 --> 00:02:05 to take this moment to appreciate all you guys
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00:02:48 --> 00:02:52 Let's dive into today's episode. So today we
00:02:52 --> 00:02:56 have with us John Goering. And John, how are
00:02:56 --> 00:02:58 you doing this morning? I'm doing great, Nazif.
00:02:58 --> 00:03:01 I'm so excited for our conversation today. Thank
00:03:01 --> 00:03:04 you for having me on. Thank you so much, John,
00:03:04 --> 00:03:08 for joining today's podcast. And as you can see,
00:03:08 --> 00:03:11 dear listeners and viewers, we will be talking
00:03:11 --> 00:03:14 about content. So the topic for today's podcast
00:03:14 --> 00:03:19 is content that cuts through. expert John Goring,
00:03:20 --> 00:03:23 who is the founder of John Goring Voiceovers.
00:03:23 --> 00:03:26 John has been telling stories for a living since
00:03:26 --> 00:03:29 college. As a radio personality and business
00:03:29 --> 00:03:33 owner and a college professor, John's knowledge
00:03:33 --> 00:03:37 of content creation for small businesses is unparalleled.
00:03:37 --> 00:03:41 John can share secrets to using content to elevate
00:03:41 --> 00:03:45 a brand. He can also dive into the world of voiceover
00:03:45 --> 00:03:49 podcasting and radio broadcasting. So dear listeners,
00:03:49 --> 00:03:52 if you're looking into podcasting or content
00:03:52 --> 00:03:55 creation, I think today's episode would be very
00:03:55 --> 00:03:58 helpful for you. And we'll get to know a lot
00:03:58 --> 00:04:01 from John and from his wonderful, diverse experiences.
00:04:02 --> 00:04:04 So John, would you like to introduce yourself
00:04:04 --> 00:04:08 a bit and how you came into content creation
00:04:08 --> 00:04:11 with our audiences? Yes. Thank you, Nazeeb. And
00:04:11 --> 00:04:13 thank you for the very nice introduction there.
00:04:13 --> 00:04:15 So I am John Goering and I... I'm the founder
00:04:15 --> 00:04:18 of John Gehring Voiceovers. I went to college
00:04:18 --> 00:04:21 knowing that I wanted to do something content
00:04:21 --> 00:04:23 related with my life. And I really thought that
00:04:23 --> 00:04:26 maybe the answer was newspaper writing because
00:04:26 --> 00:04:29 that was what people were doing back then. But
00:04:29 --> 00:04:31 as it turns out, the newspaper industry didn't
00:04:31 --> 00:04:35 last. It's certainly while it is alive, technically,
00:04:35 --> 00:04:38 it's a lot of layoffs have happened. Writing
00:04:38 --> 00:04:41 in general has been outsourced and fewer people
00:04:41 --> 00:04:43 haven't been invested in that area. I ended up
00:04:43 --> 00:04:45 just kind of serendipitously walking into the
00:04:45 --> 00:04:48 college radio station on my college campus and
00:04:48 --> 00:04:50 immediately fell in love with radio broadcasting.
00:04:51 --> 00:04:54 And the rest is history. From there, I interned
00:04:54 --> 00:04:56 at some local radio stations, ended up working
00:04:56 --> 00:04:59 there for a while, and then realized that I can
00:04:59 --> 00:05:02 do my radio broadcasting, but I can do it for
00:05:02 --> 00:05:04 myself. The radio industry was also going through
00:05:04 --> 00:05:07 rounds of layoffs and difficulties. So I ended
00:05:07 --> 00:05:10 up getting into my own business because I thought
00:05:10 --> 00:05:12 that was the best way that I could diversify
00:05:12 --> 00:05:15 content creation, not just for radio stations,
00:05:15 --> 00:05:18 but also for podcasts, amazing podcasts. These
00:05:18 --> 00:05:21 are spreading good knowledge with the world and
00:05:21 --> 00:05:24 also be able to work with a variety of different
00:05:24 --> 00:05:26 people. So in a nutshell, that's what I've done.
00:05:26 --> 00:05:29 I've been blessed to be able to do. various different
00:05:29 --> 00:05:31 things with so many different clients. And I'm
00:05:31 --> 00:05:34 excited to talk more about creating content that
00:05:34 --> 00:05:38 really cuts through the noise out there. Thank
00:05:38 --> 00:05:40 you so much, John, for that wonderful introduction
00:05:40 --> 00:05:43 and letting our audiences know a bit about yourself.
00:05:43 --> 00:05:46 So you came into this realm of content creation
00:05:46 --> 00:05:49 and you've been working with contents and voiceovers
00:05:49 --> 00:05:53 a lot for the past couple of years. From your
00:05:53 --> 00:05:57 experience, can you share how to create and repurpose
00:05:57 --> 00:06:01 a good content. Absolutely. And that is the challenge
00:06:01 --> 00:06:04 that we all have because content feels so intimidating.
00:06:04 --> 00:06:06 We look at everything. Oh my gosh, the Active
00:06:06 --> 00:06:10 Action Podcast. Dr. Naseef has everything lined
00:06:10 --> 00:06:12 up here. It must have taken him forever to set
00:06:12 --> 00:06:14 this up. It must have been expensive to set this
00:06:14 --> 00:06:16 up. And that may be so, but content comes in
00:06:16 --> 00:06:18 so many different forms. You don't have to be
00:06:18 --> 00:06:22 the Active Action Podcast here to get your name
00:06:22 --> 00:06:26 out there and be. have a digital footprint and
00:06:26 --> 00:06:28 that's the beauty of what content really is.
00:06:28 --> 00:06:31 It's a digital footprint. So creating good content
00:06:31 --> 00:06:33 is really about being authentic. It's about being
00:06:33 --> 00:06:36 yourself. It's about finding something that works
00:06:36 --> 00:06:39 for you, whether that be written content, video
00:06:39 --> 00:06:42 content, audio content, you have almost unlimited
00:06:42 --> 00:06:46 options. Be yourself. Don't just do something
00:06:46 --> 00:06:48 because everybody else is doing it. The beauty
00:06:48 --> 00:06:51 of repurposing, as you talked about. repurposing
00:06:51 --> 00:06:53 content is so huge. Some people think, oh my
00:06:53 --> 00:06:56 gosh, it's so overwhelming. How do I create all
00:06:56 --> 00:06:58 the pieces of content to have a post to go out
00:06:58 --> 00:07:02 on social media every day and stuff for my website
00:07:02 --> 00:07:05 and stuff for my YouTube channel? Why can't all
00:07:05 --> 00:07:07 that stuff be the same? Sometimes it needs to
00:07:07 --> 00:07:11 be reformatted to be put into the proper platform.
00:07:11 --> 00:07:13 And that's why working with a professional or
00:07:13 --> 00:07:16 just digging in deeper and learning more yourself
00:07:16 --> 00:07:18 is important. But repurposing content is one
00:07:18 --> 00:07:22 of the most underused. ways to amplify our message.
00:07:22 --> 00:07:24 Typically, our audiences aren't going to hang
00:07:24 --> 00:07:27 out on all of our different platforms. If you
00:07:27 --> 00:07:31 amplify one very good message, that's so much
00:07:31 --> 00:07:33 better than trying to send different messages
00:07:33 --> 00:07:36 to different places. And that's the beauty of
00:07:36 --> 00:07:38 content. And that's the beauty of all the different
00:07:38 --> 00:07:42 platforms we have. Right. And I can actually,
00:07:42 --> 00:07:45 John, relate to what you're saying, because when
00:07:45 --> 00:07:49 we create a content or when I create a podcast,
00:07:50 --> 00:07:52 And I'm thinking, okay, this needs to go to Facebook,
00:07:52 --> 00:07:55 to YouTube, to Instagram and different social
00:07:55 --> 00:07:57 media and how different social media has their
00:07:57 --> 00:08:02 own requirements, even format size and the outlook
00:08:02 --> 00:08:05 of the visual of the video. It sometimes becomes
00:08:05 --> 00:08:07 very difficult to do all those at the same time,
00:08:08 --> 00:08:11 but cutting the big video into small pieces and
00:08:11 --> 00:08:13 uploading that into social media takes a lot
00:08:13 --> 00:08:17 of time. So at one point, like how you mentioned.
00:08:17 --> 00:08:20 These things are a bit expensive. So as you go
00:08:20 --> 00:08:23 through, if you can find that time to do it,
00:08:23 --> 00:08:26 and if this is not your full -time job, it gets
00:08:26 --> 00:08:28 a bit, it's a daunting process. So I really like
00:08:28 --> 00:08:31 your idea of how you can use the same content
00:08:31 --> 00:08:35 that you're creating just to have that and repurpose
00:08:35 --> 00:08:38 that for different social media sites without
00:08:38 --> 00:08:41 into going into much too details retention. And
00:08:41 --> 00:08:43 that is what I also started doing, John. And
00:08:43 --> 00:08:46 I really feel that. What matters more than the
00:08:46 --> 00:08:49 visual is the content itself. So if the content
00:08:49 --> 00:08:52 is good, people are going to listen to it with
00:08:52 --> 00:08:56 attention. That is what you want, right? If the
00:08:56 --> 00:08:58 content is good, if the topics are interesting,
00:08:58 --> 00:09:01 that will get into people. It's not that it needs
00:09:01 --> 00:09:05 to look visually good. Looking visually good
00:09:05 --> 00:09:09 is a plus. Definitely it has its merit. I completely
00:09:09 --> 00:09:12 agree with you. It's not everything. And learning
00:09:12 --> 00:09:14 about these things from professionals is sometimes
00:09:14 --> 00:09:17 really, really helpful, especially even if you're
00:09:17 --> 00:09:20 taking it as a passion. You want your passion
00:09:20 --> 00:09:23 to be fruitful and good. So making that one -time
00:09:23 --> 00:09:28 investment might help you in a lot of ways. Definitely.
00:09:29 --> 00:09:32 Yeah. And I would also add, don't be afraid not
00:09:32 --> 00:09:35 to be on a social media platform. Right. There
00:09:35 --> 00:09:37 are so many of them popping up all over the place.
00:09:37 --> 00:09:39 And we think, oh, now I got to be on threads.
00:09:39 --> 00:09:42 I still don't know what threads is, but everybody's
00:09:42 --> 00:09:43 like, and now you got to be on this. Now I got
00:09:43 --> 00:09:45 to be on that. I mean, look at how TikTok exploded.
00:09:45 --> 00:09:49 Everybody's got to be on TikTok. Maybe, but what
00:09:49 --> 00:09:52 if I'm not on TikTok? I mean, I'm not. And that's
00:09:52 --> 00:09:54 not where my audience for my business typically
00:09:54 --> 00:09:57 hangs out. Am I missing an opportunity? Maybe.
00:09:57 --> 00:09:59 I don't know. Sure. But I would say to focus
00:09:59 --> 00:10:03 on. Quality over quantity, especially when it
00:10:03 --> 00:10:05 comes to social media. For sure. For sure. That's
00:10:05 --> 00:10:09 so important, John. And today we both are talking
00:10:09 --> 00:10:12 to a podcast and we're seeing that podcasts are
00:10:12 --> 00:10:16 increasingly becoming popular nowadays. And there
00:10:16 --> 00:10:19 are podcasts currently is being used to spread
00:10:19 --> 00:10:22 the message. Even they're used by passionate
00:10:22 --> 00:10:25 podcasters or even used by different companies
00:10:25 --> 00:10:27 to promote the messages as well. Many of the
00:10:27 --> 00:10:30 people are currently looking. To do a podcast
00:10:30 --> 00:10:33 from your experience, I want to ask you how to
00:10:33 --> 00:10:38 start and leverage a podcast. Podcasting is a
00:10:38 --> 00:10:41 brilliant way of creating content because you're
00:10:41 --> 00:10:43 doing it here with the Active Action Podcast.
00:10:43 --> 00:10:47 You start a podcast. Now you have unlimited pieces
00:10:47 --> 00:10:50 of content that you can use. Your podcast can
00:10:50 --> 00:10:54 be your entire content. This is what I do with
00:10:54 --> 00:10:56 clients. I work with them to start a podcast
00:10:56 --> 00:10:58 and then leverage that for content across their
00:10:58 --> 00:11:01 brand. Think about what a podcast can be. Yes,
00:11:01 --> 00:11:03 it goes out on all the platforms, Apple Podcasts,
00:11:03 --> 00:11:06 Spotify. You can syndicate it to YouTube and
00:11:06 --> 00:11:08 the video and all the audio platforms. But then
00:11:08 --> 00:11:10 there's short video clips. There's those videos
00:11:10 --> 00:11:12 that you are looking for because video content
00:11:12 --> 00:11:15 is huge. You can make video into vertical, horizontal,
00:11:15 --> 00:11:19 square, all from the same piece of content. And
00:11:19 --> 00:11:21 then you can write blog posts. How beautiful
00:11:21 --> 00:11:24 is that? Now you have written content. You have
00:11:24 --> 00:11:27 visual content. You have auditory content. You
00:11:27 --> 00:11:29 can get your audience involved. That's why podcasting,
00:11:29 --> 00:11:32 I think, is the most efficient way to create
00:11:32 --> 00:11:36 content. There are over 4 million podcasts right
00:11:36 --> 00:11:39 now in the world, but less than half of those
00:11:39 --> 00:11:45 have made it to 10 episodes. Oh, wow. Yes, even
00:11:45 --> 00:11:49 fewer of those, less than 10 % of them, release
00:11:49 --> 00:11:54 an episode weekly, which means that your opportunity
00:11:54 --> 00:11:57 is actually a lot bigger than you think it is
00:11:57 --> 00:11:59 if you're willing to commit to creating content
00:11:59 --> 00:12:02 and doing it on a consistent basis. So that's
00:12:02 --> 00:12:05 why podcasting is so effective. Now, you really
00:12:05 --> 00:12:09 asked how to create a podcast, and it's simple
00:12:09 --> 00:12:13 to start. don't get all caught up in having all
00:12:13 --> 00:12:15 the right equipment having all the right things
00:12:15 --> 00:12:18 before you start because the beginning for most
00:12:18 --> 00:12:21 of us that's not the case it takes a lot of experience
00:12:21 --> 00:12:24 and feedback to go into what actually needs to
00:12:24 --> 00:12:27 do for improvement even for the first 10 or 15
00:12:27 --> 00:12:31 episodes my mic wasn't not my mic like it doesn't
00:12:31 --> 00:12:34 need to be a fancy mic but my audio quality wasn't
00:12:34 --> 00:12:37 good i got it from the feedback of my audiences
00:12:37 --> 00:12:39 to improve that so you get feedback that's a
00:12:39 --> 00:12:42 crucial thing. Then you're practicing while maybe
00:12:42 --> 00:12:44 your equipment isn't great. Maybe you don't have
00:12:44 --> 00:12:46 it all lined up. You don't have the best camera,
00:12:46 --> 00:12:49 maybe whatever. If you're starting, you're putting
00:12:49 --> 00:12:51 content out there and you can develop and move
00:12:51 --> 00:12:54 forward. When I first started podcasting and
00:12:54 --> 00:12:56 creating content, I was literally just using
00:12:56 --> 00:12:59 Zoom. And now look at us. Here we are. We're
00:12:59 --> 00:13:02 using this great platform. There's several platforms
00:13:02 --> 00:13:05 that are really good for video and audio because
00:13:05 --> 00:13:07 they actually host it locally here and you're
00:13:07 --> 00:13:10 not compromising quality. are on a platform like
00:13:10 --> 00:13:12 Zoom. Just because you start something doesn't
00:13:12 --> 00:13:14 mean that you have to continue it the same way
00:13:14 --> 00:13:16 that you started it. So with podcasting, I think
00:13:16 --> 00:13:20 the key is to come up with a niche, to come up
00:13:20 --> 00:13:23 with your area and have that clarity moving in.
00:13:23 --> 00:13:26 Again, not that that can't change over time,
00:13:26 --> 00:13:28 but that's the one thing that's going to be harder
00:13:28 --> 00:13:30 to change. Think about the quality of the content
00:13:30 --> 00:13:32 over some of the details. They got the great
00:13:32 --> 00:13:34 microphones. They got the good lighting. Well,
00:13:34 --> 00:13:36 we didn't start with that. We really we didn't
00:13:36 --> 00:13:39 start with that. And so. I think the key is know
00:13:39 --> 00:13:42 who you're talking to because when you know your
00:13:42 --> 00:13:44 audience and you know who you're talking to,
00:13:44 --> 00:13:46 that should inform everything you're saying.
00:13:47 --> 00:13:50 Podcasting isn't about us. It's about the audience.
00:13:50 --> 00:13:53 But the beauty of that is once you start a podcast
00:13:53 --> 00:13:56 and start improving on it and making it better
00:13:56 --> 00:13:58 and better each week that you record it, the
00:13:58 --> 00:14:02 ability to make that into endless pieces of content
00:14:02 --> 00:14:05 besides just that podcast file, it's unlimited.
00:14:07 --> 00:14:11 Indeed, I agree with you, John. And one of the
00:14:11 --> 00:14:13 things that you sent actually got me thinking
00:14:13 --> 00:14:19 that there are 4 million podcasts and many of
00:14:19 --> 00:14:22 those podcasts haven't made up until more than
00:14:22 --> 00:14:26 10 episodes. So we kind of see this attrition
00:14:26 --> 00:14:29 when podcast is being done, but the podcasts
00:14:29 --> 00:14:33 are not consistently run and uploaded through
00:14:33 --> 00:14:36 or not created through. Can you share a bit about
00:14:36 --> 00:14:41 why do you think this is happening? I think ultimately
00:14:41 --> 00:14:45 when it comes to consistently putting out quality
00:14:45 --> 00:14:48 content is what you're saying. I think we get
00:14:48 --> 00:14:51 the shiny object syndrome sometimes, right? Where
00:14:51 --> 00:14:53 we feel like, oh, this is going to be great.
00:14:53 --> 00:14:55 I'm going to do this every single week and I'm
00:14:55 --> 00:14:57 going to commit to doing this and it's going
00:14:57 --> 00:14:59 to be awesome. And then we start and we realize
00:14:59 --> 00:15:01 that it's a lot more work than we realized. And
00:15:01 --> 00:15:04 sometimes that gets overwhelming. And I feel
00:15:04 --> 00:15:06 like that's one of the big stumbling blocks for
00:15:06 --> 00:15:09 podcasters early on, which is why I suggest one
00:15:09 --> 00:15:11 of the biggest things I suggest is having a few
00:15:11 --> 00:15:14 shows in the can before you get a podcast really
00:15:14 --> 00:15:18 often running. If you say, well, I want to release
00:15:18 --> 00:15:21 a podcast every Wednesday. And so you say, I'm
00:15:21 --> 00:15:24 going to record every Monday and release every
00:15:24 --> 00:15:27 Wednesday. Well, then next week you get sick.
00:15:27 --> 00:15:29 And the next week you're just having a bad day
00:15:29 --> 00:15:32 and you're not feeling it. If you were to maybe
00:15:32 --> 00:15:36 record on Mondays and release three weeks from
00:15:36 --> 00:15:38 now on Wednesday, that's a more realistic timeline
00:15:38 --> 00:15:41 because now you have some wiggle room and now
00:15:41 --> 00:15:44 you are able to make sure that you keep up that
00:15:44 --> 00:15:45 consistency. Because like you said, that consistency
00:15:45 --> 00:15:48 is everything. It's everything for search engine
00:15:48 --> 00:15:51 optimization, wants to see a consistent flow
00:15:51 --> 00:15:54 of new content, your audience. wants to come
00:15:54 --> 00:15:58 to expect consistency over the weeks as you release.
00:15:58 --> 00:16:00 I guess that's another thing to put out there
00:16:00 --> 00:16:04 is ideally it's found that podcast episodes released
00:16:04 --> 00:16:06 every week perform better than less frequent
00:16:06 --> 00:16:10 releases. But it's best to release once a month
00:16:10 --> 00:16:13 if you're not going to release consistently.
00:16:13 --> 00:16:15 And if you release a podcast once a month and
00:16:15 --> 00:16:18 repurpose that throughout the month. That can
00:16:18 --> 00:16:20 still be an effective way because of just how
00:16:20 --> 00:16:23 many pieces of content you can make from a single
00:16:23 --> 00:16:26 podcast episode. That's still a lot better than
00:16:26 --> 00:16:29 not committing to consistency with a podcast.
00:16:31 --> 00:16:35 Indeed, I 100 % agree with you, John. And consistency
00:16:35 --> 00:16:37 is the key, even if it's twice a week, even if
00:16:37 --> 00:16:41 it's once a month. I think having that urge to
00:16:41 --> 00:16:44 release something, just keeping that motivation.
00:16:44 --> 00:16:47 is really, really helpful on being consistent.
00:16:48 --> 00:16:50 And I can share you a bit about myself as well
00:16:50 --> 00:16:53 over here that when I thought, like you mentioned,
00:16:53 --> 00:16:57 releasing an episode every Wednesday, I thought
00:16:57 --> 00:17:01 of releasing an episode on every Saturday. But
00:17:01 --> 00:17:04 when I did start podcasting, I wouldn't know
00:17:04 --> 00:17:06 how much work would go into it. So usually I
00:17:06 --> 00:17:09 started booking guests once a week. And that
00:17:09 --> 00:17:12 went from because I wasn't getting enough guests.
00:17:13 --> 00:17:15 Because I didn't know the right strategy. So
00:17:15 --> 00:17:17 I was going from booking once a week to twice
00:17:17 --> 00:17:19 a week because I was thinking, okay, so if there
00:17:19 --> 00:17:22 is not much availability, then maybe guests are
00:17:22 --> 00:17:26 not encouraged to come into the podcast. So I
00:17:26 --> 00:17:29 increased the slot bookings. And then what happened
00:17:29 --> 00:17:32 when I started reaching, the podcast started
00:17:32 --> 00:17:34 getting to people. We have like an automated
00:17:34 --> 00:17:38 scheduling in our website, probably the way you
00:17:38 --> 00:17:42 booked this recording today. That schedule got
00:17:42 --> 00:17:45 filled really, really fast. And to the surprise,
00:17:45 --> 00:17:49 it's now booked until March of 2026 with at least
00:17:49 --> 00:17:53 two episodes per day. At one point, I wasn't
00:17:53 --> 00:17:56 understanding how people was getting this podcast
00:17:56 --> 00:17:58 in and how they were booking the schedules. And
00:17:58 --> 00:18:01 it was like an automated process. So what I did
00:18:01 --> 00:18:04 was I decreased the availability from two days
00:18:04 --> 00:18:07 to one day, starting from September this year.
00:18:07 --> 00:18:10 So it's now booked for up until March next year.
00:18:11 --> 00:18:15 one day of episode but that was my motivation
00:18:15 --> 00:18:17 because if guests are wanting to come to the
00:18:17 --> 00:18:19 podcast they obviously think there is some kind
00:18:19 --> 00:18:22 of value to it so that actually motivates me
00:18:22 --> 00:18:26 a lot to keep this continuing and also for productions
00:18:26 --> 00:18:29 i usually don't take much headache i mentioned
00:18:29 --> 00:18:31 i usually take around two weeks to produce that
00:18:31 --> 00:18:34 gives me adequate time to think and to work it
00:18:34 --> 00:18:36 slowly in the pace that i'm comfortable with
00:18:36 --> 00:18:39 and i think all these factors are really helpful
00:18:39 --> 00:18:42 when thinking being consistent with the podcast
00:18:42 --> 00:18:45 and to keep that motivation. So thank you, John,
00:18:45 --> 00:18:47 for sharing your wonderful words of wisdom on
00:18:47 --> 00:18:49 those. And you're doing something right, because
00:18:49 --> 00:18:52 if you check out the Active Action podcast, I
00:18:52 --> 00:18:55 mean, the reviews on Spotify, up on Apple Podcasts,
00:18:55 --> 00:18:57 you're really doing well. And now you're also
00:18:57 --> 00:19:00 putting out merch at ActiveAction .shop. So you're
00:19:00 --> 00:19:03 doing a ton of great stuff and it's showing through
00:19:03 --> 00:19:05 with some of the results now. So I commend you
00:19:05 --> 00:19:07 for that. Thank you so much, John. Really appreciate
00:19:07 --> 00:19:11 it. We are talking about contents today and we
00:19:11 --> 00:19:14 talked that many of the podcasters use many,
00:19:14 --> 00:19:17 sorry, many of the marketers or many of the companies
00:19:17 --> 00:19:20 currently using podcasts as a way to spread their
00:19:20 --> 00:19:24 messages. So we know content can definitely elevate
00:19:24 --> 00:19:27 a brand. So from your experience, can you share
00:19:27 --> 00:19:29 that? How do you think a content can elevate
00:19:29 --> 00:19:32 any brand? Well, I worked with a client, actually
00:19:32 --> 00:19:35 a marketing. business client and so many marketing
00:19:35 --> 00:19:38 businesses are so worried about marketing for
00:19:38 --> 00:19:40 their clients that they forget to market for
00:19:40 --> 00:19:43 themselves right and so i worked with a marketing
00:19:43 --> 00:19:46 business to put together a podcast and it's a
00:19:46 --> 00:19:49 really beautiful thing because what they ended
00:19:49 --> 00:19:52 up doing was creating a podcast and then using
00:19:52 --> 00:19:56 that content to elevate their brand outside of
00:19:56 --> 00:19:59 that podcast as well so from that podcast they
00:19:59 --> 00:20:02 created four different pieces of content every
00:20:02 --> 00:20:05 single week short form video which would be those
00:20:05 --> 00:20:07 shorts that we talked about putting it on all
00:20:07 --> 00:20:10 the social media platforms a blog post which
00:20:10 --> 00:20:13 was actually they used ai to help them with that
00:20:13 --> 00:20:17 graphics that they created with quotes that they
00:20:17 --> 00:20:20 had their guests on they put quotes in over images
00:20:20 --> 00:20:24 so now you have video you have graphic you have
00:20:24 --> 00:20:27 text and then of course the audio and little
00:20:27 --> 00:20:29 sound bites that they put out there on audio
00:20:29 --> 00:20:32 platform so how that elevated their brand was
00:20:32 --> 00:20:36 it made them accessible to not only the podcast
00:20:36 --> 00:20:39 listeners out there a lot of people listen to
00:20:39 --> 00:20:40 podcasts but then there are some people who are
00:20:40 --> 00:20:42 like no I don't I just listen to music while
00:20:42 --> 00:20:44 I'm in the car or whatever but that made them
00:20:44 --> 00:20:47 accessible now to everyone who consumes content
00:20:47 --> 00:20:50 in different ways some people like to read some
00:20:50 --> 00:20:53 people like to watch But many people don't like
00:20:53 --> 00:20:56 to watch anything longer than 47 seconds, right?
00:20:56 --> 00:21:00 We can't force someone or encourage someone enough
00:21:00 --> 00:21:03 to consume a type of content that they don't
00:21:03 --> 00:21:07 feel comfortable consuming. We can't have a good
00:21:07 --> 00:21:10 enough video title to make someone watch a seven
00:21:10 --> 00:21:13 minute video if they simply don't watch video
00:21:13 --> 00:21:16 longer than a minute. If you only watch YouTube
00:21:16 --> 00:21:20 shorts, you're just simply not going to be. watching
00:21:20 --> 00:21:23 a longer form video. So many times when we think
00:21:23 --> 00:21:25 about content, we think about we got to get the
00:21:25 --> 00:21:28 perfect hook. We got to get the perfect way to
00:21:28 --> 00:21:31 get people to sit and listen to the whole thing
00:21:31 --> 00:21:33 or watch the whole thing or read the whole thing.
00:21:33 --> 00:21:38 And while there's value in strong hooks, we have
00:21:38 --> 00:21:41 to take it even a step back and say, well, is
00:21:41 --> 00:21:44 the content we're creating actually even going
00:21:44 --> 00:21:47 to reach the audience that we want? This was
00:21:47 --> 00:21:50 how working with this marketing company that
00:21:50 --> 00:21:54 I worked with, we were able to make a podcast,
00:21:54 --> 00:21:57 which is that specific form of content they chose.
00:21:57 --> 00:21:58 But your form of content could be anything. It
00:21:58 --> 00:22:01 doesn't have to be a podcast. And turn it into
00:22:01 --> 00:22:05 written, visual, auditory. And psychologists
00:22:05 --> 00:22:08 say that there's different ways that we prefer
00:22:08 --> 00:22:10 to learn. There's different ways that we prefer
00:22:10 --> 00:22:13 to be entertained. My wife likes to read books.
00:22:13 --> 00:22:16 I don't know why. Most of us don't read books,
00:22:16 --> 00:22:18 but my wife likes to. She loves the stories.
00:22:18 --> 00:22:21 I like to watch on TV. We all like to be entertained
00:22:21 --> 00:22:23 and informed in different ways. And that's why
00:22:23 --> 00:22:27 we can't force a square block into a round hole
00:22:27 --> 00:22:30 and try to force someone with some great content
00:22:30 --> 00:22:33 hook to do something that's just out of character
00:22:33 --> 00:22:35 for them. We have to meet them where they are.
00:22:35 --> 00:22:38 So that's when the content really elevates a
00:22:38 --> 00:22:40 brand is not just when the content is good, but
00:22:40 --> 00:22:44 when the content is placed properly. And it hits
00:22:44 --> 00:22:47 all of those different ways that people consume
00:22:47 --> 00:22:51 it. That's wonderful. And I really agree with
00:22:51 --> 00:22:54 that. Not forcefully feeding a content into the
00:22:54 --> 00:22:57 audiences, but getting to understand the audience's
00:22:57 --> 00:22:59 nerve on how they want to receive the content.
00:22:59 --> 00:23:01 Like you mentioned, there are different formats.
00:23:01 --> 00:23:03 There is the audio podcast. There is a video
00:23:03 --> 00:23:07 of the podcast as well. But also it can be written
00:23:07 --> 00:23:10 like blog. So it all depends on like how. The
00:23:10 --> 00:23:13 audience will take it. If your content is good
00:23:13 --> 00:23:15 in whatever form it is, listeners, viewers or
00:23:15 --> 00:23:18 readers are going to stick to it. For example,
00:23:18 --> 00:23:21 if I'm having this content that cuts through
00:23:21 --> 00:23:25 episode 29 of the Activation Podcast and I do
00:23:25 --> 00:23:27 the audio, I do a video, but then I do a blog
00:23:27 --> 00:23:31 of that. Anyone who doesn't want to listen to
00:23:31 --> 00:23:34 the audio or watch a video can go to the website
00:23:34 --> 00:23:36 and take a look at the blog and actually learn
00:23:36 --> 00:23:39 something from it, which might be very valuable
00:23:39 --> 00:23:42 for them. apart from just listening to the audio.
00:23:42 --> 00:23:44 And if they're hooked into reading that blog,
00:23:45 --> 00:23:47 they might be coming into your website again
00:23:47 --> 00:23:50 or your podcast again to read the future blogs,
00:23:50 --> 00:23:53 the future episode. And that might at one time
00:23:53 --> 00:23:57 convert to your viewer or as a listener. So there
00:23:57 --> 00:24:00 are so many ways to understand and understand
00:24:00 --> 00:24:04 the nerve of how the listeners or potential audiences
00:24:04 --> 00:24:07 actually receives your content. So for sure,
00:24:07 --> 00:24:12 I really appreciate that. Thought, John. You
00:24:12 --> 00:24:14 did mention that you worked with marketers to
00:24:14 --> 00:24:18 grow their brand and their content as well. So
00:24:18 --> 00:24:20 can you share from your experience how to collaborate
00:24:20 --> 00:24:25 with brands to leverage content? Yeah, so collaboration
00:24:25 --> 00:24:28 is huge, too, because we could just put out something
00:24:28 --> 00:24:31 for our own individual brand. I record videos,
00:24:31 --> 00:24:33 I release a video every week on LinkedIn. I release
00:24:33 --> 00:24:36 a blog post every week on LinkedIn. But if we
00:24:36 --> 00:24:40 leverage. the ability to work with somebody else
00:24:40 --> 00:24:43 now we're amplifying our audience by double right
00:24:43 --> 00:24:46 we're not only reaching one audience our own
00:24:46 --> 00:24:49 but we're introducing new people to our audience
00:24:49 --> 00:24:51 so that's the power collaborative podcast episodes
00:24:51 --> 00:24:55 are great collaborating with brands can be a
00:24:55 --> 00:24:57 little bit tricky because obviously you want
00:24:57 --> 00:25:00 to make sure that it's a fruitful collaboration
00:25:00 --> 00:25:03 for both sides right and so when you do that
00:25:03 --> 00:25:05 you want to make sure that you're not collaborating
00:25:05 --> 00:25:08 so much with people who are selling the same
00:25:08 --> 00:25:11 services as you, but you're collaborating with
00:25:11 --> 00:25:14 people who have the same audiences as you. So
00:25:14 --> 00:25:17 marketing strategists, for example, is great
00:25:17 --> 00:25:19 for me to collaborate with because a marketing
00:25:19 --> 00:25:22 strategist doesn't necessarily create content.
00:25:22 --> 00:25:25 I do, but they work with people who are going
00:25:25 --> 00:25:28 to need to create content. So working backwards
00:25:28 --> 00:25:31 and thinking, who can I collaborate with who
00:25:31 --> 00:25:34 shares some of the same audience that I have?
00:25:34 --> 00:25:38 but doesn't do the same work that I do. And when
00:25:38 --> 00:25:42 I started in voiceover, the best way to do that
00:25:42 --> 00:25:45 was to work with video producers, right? People
00:25:45 --> 00:25:49 producing video may not do the voiceover or have
00:25:49 --> 00:25:52 a voiceover partner, but they work with a lot
00:25:52 --> 00:25:55 of people who need a voiceover for their video.
00:25:55 --> 00:26:00 So just finding those aligned brands to collaborate
00:26:00 --> 00:26:03 with, and it doesn't always have to be. Sometimes
00:26:03 --> 00:26:05 you just want to make a good piece of content
00:26:05 --> 00:26:07 with just anybody. And that's okay, too. None
00:26:07 --> 00:26:10 of this hurts. But approaching a brand, offering
00:26:10 --> 00:26:14 collaboration, making sure that you're both aligned
00:26:14 --> 00:26:17 and you both know what kind of content you're
00:26:17 --> 00:26:19 going to create, and then repurposing it and
00:26:19 --> 00:26:22 truly following through and sharing it. How many
00:26:22 --> 00:26:25 times do we see this where we make a podcast?
00:26:25 --> 00:26:27 Probably both of us. I don't know about you,
00:26:27 --> 00:26:30 Nazee, but we make a podcast and... The person
00:26:30 --> 00:26:32 on the podcast seems so excited about sharing
00:26:32 --> 00:26:34 it and doing their best to promote it. And you
00:26:34 --> 00:26:37 send it to them and they don't share it. And
00:26:37 --> 00:26:40 you're like, but you said you were going to.
00:26:40 --> 00:26:42 And, you know, for whatever reason, it doesn't
00:26:42 --> 00:26:44 make them bad people or bad intentioned. It just
00:26:44 --> 00:26:46 means, I don't know, maybe life got busy and
00:26:46 --> 00:26:48 they forgot. But making sure that you follow
00:26:48 --> 00:26:51 through, because that's so key to make a collaboration
00:26:51 --> 00:26:54 worthwhile is making sure you're both following
00:26:54 --> 00:26:56 through. So you actually are amplifying that
00:26:56 --> 00:26:58 audience. But the beauty of that is then you
00:26:58 --> 00:27:01 get. You people in your audience, and now literally
00:27:01 --> 00:27:05 you both double your audience. I agree with you
00:27:05 --> 00:27:08 that collaboration is indeed a good key. And
00:27:08 --> 00:27:10 I didn't recently know about how collaboration
00:27:10 --> 00:27:13 works, but I am in a couple of Facebook groups
00:27:13 --> 00:27:16 in podcasting Facebook groups. They actually
00:27:16 --> 00:27:19 promote collaboration. And I really see this
00:27:19 --> 00:27:22 is a good method to gain audiences for both parties
00:27:22 --> 00:27:25 as well. If it's done right, and if kind of their
00:27:25 --> 00:27:28 vision and content actually. aligns with each
00:27:28 --> 00:27:33 other really the podcasters can support one another
00:27:33 --> 00:27:36 and i wanted to talk to you a bit about content
00:27:36 --> 00:27:39 again content has huge impact on people how the
00:27:39 --> 00:27:43 content is and actually a content has the ability
00:27:43 --> 00:27:47 to increase your sales volume to a larger extent
00:27:47 --> 00:27:50 or even discouraging people to get to even in
00:27:50 --> 00:27:52 the other hand discouraging people to go into
00:27:52 --> 00:27:55 your product and look at it it's all about how
00:27:56 --> 00:27:59 the content is being framed. Can I ask you from
00:27:59 --> 00:28:02 your experience, what is content's impact on
00:28:02 --> 00:28:08 the bottom line? Content is trust and currency
00:28:08 --> 00:28:11 in business development, I believe. That's the
00:28:11 --> 00:28:16 best way. Not more contacts. Some people say,
00:28:16 --> 00:28:18 well, if we just contact them seven times, seven
00:28:18 --> 00:28:20 touch points, for whatever reason, they magically
00:28:20 --> 00:28:23 buy on that seventh touch point. Not if your
00:28:23 --> 00:28:26 message is a load of crap, right? The power of
00:28:26 --> 00:28:29 content is that it can build trust organically
00:28:29 --> 00:28:32 and authentically. And that's something that
00:28:32 --> 00:28:37 just regular old email notifications or, hey,
00:28:37 --> 00:28:40 just following up here. Are you interested in
00:28:40 --> 00:28:43 our service? Just following up again. I mean,
00:28:43 --> 00:28:45 what do you do with those emails? We delete them.
00:28:45 --> 00:28:48 But if those seven touch points are quality touch
00:28:48 --> 00:28:51 points built through content that we scroll past
00:28:51 --> 00:28:55 on social media, maybe we read about. in a magazine.
00:28:55 --> 00:28:58 Maybe we attend a webinar. That's another great
00:28:58 --> 00:29:02 form and idea of content. Content equals trust.
00:29:02 --> 00:29:05 And when we build trust with our audience as
00:29:05 --> 00:29:08 business owners, that does have a huge impact
00:29:08 --> 00:29:10 on the bottom line. In fact, there's statistics
00:29:10 --> 00:29:15 that show that people who have seen Videos on
00:29:15 --> 00:29:18 websites of products or services that they end
00:29:18 --> 00:29:21 up buying are over 80 % more likely to follow
00:29:21 --> 00:29:23 through and make that purchase. And that's just
00:29:23 --> 00:29:26 one simple piece of content that's on the website.
00:29:26 --> 00:29:29 People who interact with the social media platforms
00:29:29 --> 00:29:31 of those brands that they end up buying from
00:29:31 --> 00:29:35 are over 50 % more likely to follow through and
00:29:35 --> 00:29:38 buy from those brands. So content does have that
00:29:38 --> 00:29:41 impact on the bottom line. And then we can also
00:29:41 --> 00:29:43 look at some of the biggest brands. Some brands
00:29:43 --> 00:29:46 like Nike, brands like McDonald's, Starbucks.
00:29:47 --> 00:29:51 Why do they produce so much content? It's not
00:29:51 --> 00:29:54 just for fun, right? These businesses are very
00:29:54 --> 00:29:57 bottom line focused. Ultimately, that's why they
00:29:57 --> 00:30:01 exist, right? To profit. They have teams of dozens
00:30:01 --> 00:30:04 of people who work full time for them, who their
00:30:04 --> 00:30:06 entire job is just to create content, not just
00:30:06 --> 00:30:09 to put ads out on TV, although that's important.
00:30:10 --> 00:30:13 Not just to send out emails with coupons or emails
00:30:13 --> 00:30:16 saying, hey, don't forget about us. Yes, touch
00:30:16 --> 00:30:18 points are important, but content is the touch
00:30:18 --> 00:30:22 point that builds trust. And trust is currency
00:30:22 --> 00:30:24 in business development. So that's why I believe
00:30:24 --> 00:30:28 ultimately good content and well -aligned content
00:30:28 --> 00:30:31 can make all the difference for a business's
00:30:31 --> 00:30:34 bottom line. 100 % agree with you, John. And
00:30:34 --> 00:30:37 I really liked how you mentioned. Trust is the
00:30:37 --> 00:30:40 currency for business development because when
00:30:40 --> 00:30:43 you see a good content, when you see how the
00:30:43 --> 00:30:47 content is delivered and you have, it actually
00:30:47 --> 00:30:49 has the ability to increase your trust on that
00:30:49 --> 00:30:52 brand and get you hooked into getting that. Content
00:30:52 --> 00:30:55 is really, really powerful and it's all about
00:30:55 --> 00:30:57 understanding how to use it properly, how to
00:30:57 --> 00:31:01 use it accurately, how to understanding the viewer's
00:31:01 --> 00:31:04 nerve and get onto it. And I think that is where
00:31:04 --> 00:31:07 the secret lies. But thank you so much, John,
00:31:07 --> 00:31:10 again, for coming to this podcast and sharing
00:31:10 --> 00:31:12 your wonderful words of wisdom. Dear listeners,
00:31:12 --> 00:31:15 I just want to mention, if you want to know more
00:31:15 --> 00:31:19 about John and John has his own voiceover company.
00:31:19 --> 00:31:22 So if you want to know more about John, please
00:31:22 --> 00:31:24 feel free to get in touch with him. I'm sure
00:31:24 --> 00:31:28 John would be open to help you with your work.
00:31:28 --> 00:31:31 If you want to know about him more, feel free
00:31:31 --> 00:31:34 to visit our website. in www .activation .fm
00:31:34 --> 00:31:38 slash person slash john garing there is links
00:31:38 --> 00:31:41 for john social and content information a bio
00:31:41 --> 00:31:44 of john as well so if you do want to get touch
00:31:44 --> 00:31:47 with him that's one way to do it apart from that
00:31:47 --> 00:31:50 thank you so much john again for coming to this
00:31:50 --> 00:31:52 podcast and sharing your words of wisdom with
00:31:52 --> 00:31:55 our audience thank you so much nazif it was a
00:31:55 --> 00:31:57 really fun conversation we had and hopefully
00:31:57 --> 00:31:59 we were able to share some valuable tips on content
00:31:59 --> 00:32:02 for sure for sure i'm sure my Audiences really
00:32:02 --> 00:32:05 appreciated your words of wisdom on content creation.
00:32:05 --> 00:32:08 That would definitely help them in doing so.
00:32:09 --> 00:32:12 Thank you. Keep in touch. I'll chat with you
00:32:12 --> 00:32:15 soon, John. Take care. You too. Dear listeners,
00:32:15 --> 00:32:18 we were talking to John and what a wonderful
00:32:18 --> 00:32:21 learning experience we had about content creation
00:32:21 --> 00:32:24 and podcasting, even potential podcasters who
00:32:24 --> 00:32:27 want to start their podcast. Hearing the experiences
00:32:27 --> 00:32:31 from a professional podcaster and voiceover expert
00:32:31 --> 00:32:33 would really help to build your knowledge. So
00:32:33 --> 00:32:36 if you do have any questions or want to know
00:32:36 --> 00:32:39 new things from John, or even if you need voiceovers,
00:32:39 --> 00:32:41 please feel free to contact John Goering. He
00:32:41 --> 00:32:44 has his wonderful voiceover company to support
00:32:44 --> 00:32:47 you. Thank you so much for listening to this
00:32:47 --> 00:32:50 podcast. And if you have any questions or concerns,
00:32:50 --> 00:32:53 please send me a message at podcast at activeaction
00:32:53 --> 00:32:56 .fm. I always appreciate your valuable feedback.
00:32:57 --> 00:33:00 And last but not the least, if you do find our
00:33:00 --> 00:33:04 content or the podcast episodes useful, please
00:33:04 --> 00:33:06 feel free to share that with your friends and
00:33:06 --> 00:33:09 family. And if you really like our content, please
00:33:09 --> 00:33:11 feel free to provide us a tip in our virtual
00:33:11 --> 00:33:17 tip jar at www .activeaction .fm. Thank you so
00:33:17 --> 00:33:19 much again for joining. Keep listening to the
00:33:19 --> 00:33:22 podcast. Stay active and take action until we
00:33:22 --> 00:33:33 meet the next time. Thank you for joining us
00:33:33 --> 00:33:35 on the Active Action Podcast at ActiveAction
00:33:35 --> 00:33:38 .fm. We hope today's episode gave you some entertainment,
00:33:39 --> 00:33:42 fresh perspectives, and a little extra motivation
00:33:42 --> 00:33:44 to take action in your own life. Don't forget
00:33:44 --> 00:33:47 to subscribe so you never miss an episode. And
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