1
00:00:00,722 --> 00:00:01,882
Picture the scene with me.

2
00:00:02,312 --> 00:00:03,442
It's a home office.

3
00:00:04,442 --> 00:00:07,690
The desk has been shifted
somehow The beloved plant has

4
00:00:07,690 --> 00:00:09,500
been relocated out of shot

5
00:00:10,500 --> 00:00:14,690
Someone's watched three YouTube
tutorials about camera angles

6
00:00:15,690 --> 00:00:19,870
they've bookmarked a gimbal they like
the look of, maybe even a ring light

7
00:00:20,870 --> 00:00:25,390
They've ordered a color calibration
card and it's on its way in the post

8
00:00:26,390 --> 00:00:30,600
They're about to spend their
entire Saturday night reconfiguring

9
00:00:30,740 --> 00:00:35,600
everything about their life for
the sake of a 10-minute video

10
00:00:36,600 --> 00:00:38,690
The podcast has 24 episodes

11
00:00:39,690 --> 00:00:45,200
And not one of those 24 episodes has
ever come up during a sales conversation

12
00:00:46,200 --> 00:00:50,390
The color calibration card is
probably not gonna fix anything

13
00:00:52,390 --> 00:00:55,720
Welcome to B2B Podcasting
Insights with me, Neal Veglio.

14
00:00:55,760 --> 00:01:01,120
I am the founder and director of Podknows
Podcasting, a  podcast agency that

15
00:01:01,130 --> 00:01:06,270
helps brands and founders like yourself
to get better results from podcasting

16
00:01:07,270 --> 00:01:09,780
I wanna start this
episode with a question.

17
00:01:10,780 --> 00:01:15,070
Where are your buyers when
they're consuming your content?

18
00:01:16,070 --> 00:01:19,190
Not where you hope they
are, where they likely are

19
00:01:20,190 --> 00:01:23,930
So not the version in your imagination
where they're seated at a desk, coffee

20
00:01:23,930 --> 00:01:28,837
in hand, notepad and pen listening
to your content intently like that's

21
00:01:28,837 --> 00:01:33,327
all they've got to do for the next
hour Not that, but the reality.

22
00:01:33,807 --> 00:01:35,247
Where are they really?

23
00:01:35,347 --> 00:01:36,247
What are they doing?

24
00:01:37,247 --> 00:01:40,367
I know where mine are
because I've asked them

25
00:01:41,367 --> 00:01:43,717
One came through in a sales
call and told me that she'd been

26
00:01:43,717 --> 00:01:45,207
listening while on the treadmill

27
00:01:46,207 --> 00:01:49,457
Another was watching her kid do
lengths at a local swimming pool.

28
00:01:49,967 --> 00:01:56,707
And while she was watching her little
'un splashing away, she had her phone and

29
00:01:56,777 --> 00:02:03,557
her notepad and pen by her side, taking
notes as she did two jobs at once, being a

30
00:02:03,557 --> 00:02:05,977
parent, being a thoughtful business owner

31
00:02:06,977 --> 00:02:08,357
I want you to sit with that for a second

32
00:02:09,357 --> 00:02:15,277
Imagine it, a chlorine-scented
room full of shouty kids

33
00:02:16,277 --> 00:02:21,177
And the occasional whistle blast
from a bored, overzealous lifeguard

34
00:02:21,597 --> 00:02:24,227
who's really questioning their
career choices at that moment

35
00:02:25,227 --> 00:02:26,227
Despite all that

36
00:02:27,227 --> 00:02:33,567
She was vigorously taking notes in a less
than ideal environment because what she

37
00:02:33,567 --> 00:02:40,047
was hearing was compelling her enough to
take notes and keep that in memory forever

38
00:02:41,047 --> 00:02:42,727
You can't replicate that with video.

39
00:02:43,297 --> 00:02:47,387
I don't care who you are, I don't
care what your expertise in video

40
00:02:47,427 --> 00:02:53,347
is, you have to agree you cannot
replicate that environment, that

41
00:02:53,347 --> 00:02:56,347
situation, those results with video

42
00:02:57,347 --> 00:03:02,547
nobody can watch a screen and give
it their full attention and their

43
00:03:02,547 --> 00:03:05,487
kid and do the same at the same time

44
00:03:06,487 --> 00:03:10,067
And what we've got here is
not a production insight.

45
00:03:10,887 --> 00:03:14,717
It's not a comparison between
different kinds of content.

46
00:03:15,507 --> 00:03:21,007
It's a comparison between different
kinds of commercial result and intent

47
00:03:22,007 --> 00:03:26,117
The intimacy of audio, which has always
been its strongest point, the fact

48
00:03:26,147 --> 00:03:31,087
that it can live with your buyer in
their everyday lives and doesn't demand

49
00:03:31,137 --> 00:03:37,607
that they stop what they're doing
to consume the thing as video does

50
00:03:38,607 --> 00:03:39,937
That's an advantage

51
00:03:40,937 --> 00:03:45,027
And it's part of the mechanism of the
funnel of the content deliverable system

52
00:03:46,027 --> 00:03:51,967
It's how the podcast gets to work for
you before you've ever even spoken

53
00:03:51,967 --> 00:03:55,577
with them Video disrupts that mechanism

54
00:03:56,577 --> 00:03:59,827
Not because it's more expensive or
because you have to put your face on

55
00:03:59,827 --> 00:04:05,687
screen, which is obviously the common
obstacle that people always talk about

56
00:04:05,687 --> 00:04:07,667
when they're resistant to doing video.

57
00:04:08,627 --> 00:04:10,557
That's just a surface level thing

58
00:04:11,557 --> 00:04:18,127
The real fundamental obstacle with doing
video over audio only is that it requires

59
00:04:18,587 --> 00:04:25,107
the recipient to be sat stationary
visually available as a human being

60
00:04:26,107 --> 00:04:28,797
and present, as well as in the mood to buy

61
00:04:29,797 --> 00:04:31,747
and open to what you're suggesting to them

62
00:04:32,747 --> 00:04:35,057
And your prospect who's on the
treadmill just listening to you,

63
00:04:35,057 --> 00:04:36,417
they don't need any of that stuff.

64
00:04:36,567 --> 00:04:37,127
You're there.

65
00:04:37,617 --> 00:04:38,467
You're already in the brain.

66
00:04:39,057 --> 00:04:40,367
You've done 90% of the work

67
00:04:41,367 --> 00:04:44,417
The fact of the matter is in
making yourself watchable, you are

68
00:04:44,427 --> 00:04:46,807
risking making yourself missable

69
00:04:47,807 --> 00:04:52,727
Now, you know what I hear every time
a B2B founder or director tells me

70
00:04:52,747 --> 00:04:54,587
that they're considering adding video?

71
00:04:55,587 --> 00:04:57,517
And I ask them why.

72
00:04:57,797 --> 00:05:03,000
Their response is usually something
along the lines of, " Well, our

73
00:05:03,000 --> 00:05:07,540
audience prefer video." And I
come back at them with, "Based on

74
00:05:07,540 --> 00:05:10,160
what?" I ask it every single time

75
00:05:11,160 --> 00:05:15,710
And what I get back is some variation
of something that somebody in the

76
00:05:15,710 --> 00:05:22,680
office once said Which itself was based
on something somebody saw on LinkedIn

77
00:05:23,680 --> 00:05:29,480
which was probably based on a
stat that they'd seen on a website

78
00:05:29,670 --> 00:05:34,340
whose sole job is to get clicks
and worry about the facts later

79
00:05:35,340 --> 00:05:40,170
It was probably also sponsored by
a platform that sells video ads

80
00:05:41,170 --> 00:05:44,940
Or maybe Dave in marketing brought it
up in the most recent general meeting

81
00:05:45,940 --> 00:05:48,719
The thing is, Dave has his
own YouTube channel about

82
00:05:48,828 --> 00:05:52,488
pots, and he loves doing that.

83
00:05:52,508 --> 00:05:53,348
That's his hobby.

84
00:05:54,348 --> 00:05:57,258
But Dave is not one of your
buyers Your buyers are probably

85
00:05:57,258 --> 00:05:58,918
on treadmills, honestly.

86
00:05:59,918 --> 00:06:04,488
Your buyers are probably at swimming
pools because your buyers have lives.

87
00:06:05,488 --> 00:06:10,278
Contrary to popular belief, your buyers
are not sitting around all day just

88
00:06:10,418 --> 00:06:15,958
watching television or scouring through
YouTube or scrolling on TikTok and

89
00:06:15,958 --> 00:06:22,638
Instagram Reels Your buyers are probably
in cars on their way to meetings, or

90
00:06:22,678 --> 00:06:27,428
they're in the gym getting ready to jump
in the car on their way to meetings.

91
00:06:28,428 --> 00:06:29,378
And so they're listening

92
00:06:30,378 --> 00:06:34,008
Now, I wanna be clear here because
this episode is not an argument

93
00:06:34,088 --> 00:06:36,258
against using video in principle

94
00:06:37,258 --> 00:06:41,138
It's an argument against adding
video without a good reason

95
00:06:42,138 --> 00:06:45,528
And there are some genuine good
reasons to add video to a podcast

96
00:06:46,528 --> 00:06:49,848
Here's the test to figure out
whether or not it's right for you

97
00:06:50,848 --> 00:06:54,978
If you stripped every visual
element from your podcast episodes,

98
00:06:55,728 --> 00:07:01,038
meaning have no charts, have no
graphs, have nothing to point to

99
00:07:02,038 --> 00:07:08,018
Would a listener still receive 100% of
the insight that your podcast is sharing?

100
00:07:09,018 --> 00:07:13,338
I mean, for this show, yeah,
the argument is in the content.

101
00:07:14,338 --> 00:07:16,028
There's nothing to see per se.

102
00:07:16,968 --> 00:07:21,858
If you've watched this on YouTube or in
Apple Podcast video, you will see that

103
00:07:21,868 --> 00:07:23,778
there is nothing particularly compelling.

104
00:07:23,778 --> 00:07:28,788
We don't really focus on stats and
graphs in the visuals unless they come

105
00:07:28,788 --> 00:07:31,668
up and we might as well show them.

106
00:07:32,668 --> 00:07:36,798
But you're hearing me speaking
about the stats anyway, so

107
00:07:36,798 --> 00:07:38,858
nothing is lost in the audio mix

108
00:07:39,858 --> 00:07:44,498
If you strip the visual version
of this podcast away from

109
00:07:44,508 --> 00:07:46,208
the content, you lose nothing

110
00:07:47,208 --> 00:07:50,648
But say you're doing an
episode on AI workflow setup.

111
00:07:50,848 --> 00:07:51,718
Well, that's different

112
00:07:52,268 --> 00:07:58,168
You're navigating an interface, a
system, a UI You might be pointing at

113
00:07:58,168 --> 00:08:00,408
a specific setting in a specific menu

114
00:08:01,408 --> 00:08:05,678
And the meaning of that content
slightly degrades without the visual.

115
00:08:05,878 --> 00:08:10,978
You've gotta do more work to
bring what you're describing

116
00:08:11,058 --> 00:08:12,968
into their visual cortex.

117
00:08:13,968 --> 00:08:16,428
That's very difficult to do
without something to show them

118
00:08:17,428 --> 00:08:20,928
In that event, you're not
enhancing your podcast with video,

119
00:08:21,388 --> 00:08:23,688
you're actually completing it.

120
00:08:24,308 --> 00:08:28,248
You're bringing the full picture,
if you'll excuse the pun Audio

121
00:08:28,248 --> 00:08:33,488
alone in that environment would be
com… Audio alone in that situation

122
00:08:33,488 --> 00:08:34,888
would probably not be complete

123
00:08:35,888 --> 00:08:40,358
If you're making any data-led argument,
then charts are probably gonna be

124
00:08:40,358 --> 00:08:43,968
really useful, and you probably
don't wanna skip out on those.

125
00:08:44,198 --> 00:08:47,278
That doesn't necessarily mean you've
gotta shoot full motion video.

126
00:08:47,618 --> 00:08:54,138
You could create those charts graphically
using AI and put that in as B-roll.

127
00:08:55,018 --> 00:08:58,088
But you probably are gonna have
to give some thought to the visual

128
00:08:58,098 --> 00:09:02,768
component of your podcast if you're
using a lot of stats, charts, and data

129
00:09:03,768 --> 00:09:06,238
It's not even a stylistic
choice at that point.

130
00:09:06,248 --> 00:09:07,148
It's structural

131
00:09:08,148 --> 00:09:14,668
The honest nuance here is that in
those cases, you've probably got a real

132
00:09:14,678 --> 00:09:16,238
fork in the road that you're facing

133
00:09:17,238 --> 00:09:19,898
You can add video or you
can change the content

134
00:09:20,898 --> 00:09:25,688
You can move away from teaching by numbers
You could lean more into storytelling

135
00:09:26,688 --> 00:09:30,438
You can make the arguments in a way
that audio can carry all this on its own

136
00:09:31,438 --> 00:09:33,828
All of these are valid decisions to make.

137
00:09:34,828 --> 00:09:36,928
None of it is a compromise as such.

138
00:09:37,928 --> 00:09:42,548
They're just different shows presented
in different ways, which is why

139
00:09:42,858 --> 00:09:45,778
I always laugh when anybody says,
"Oh, there are too many podcasts

140
00:09:46,398 --> 00:09:50,438
and there's no room for my new take
on this thing." Of course there is,

141
00:09:50,878 --> 00:09:54,948
because most people are doing the
other takes, and they're all doing them

142
00:09:55,948 --> 00:10:00,928
The thing that isn't valid is just
adding a camera setup to a podcast

143
00:10:01,798 --> 00:10:06,558
because someone told you you should
Which brings me to the question

144
00:10:06,558 --> 00:10:08,688
that usually gets skipped entirely

145
00:10:09,688 --> 00:10:13,678
Here's what almost never gets said
in any of these video conversations

146
00:10:14,678 --> 00:10:19,728
The reason most B2B podcasters can't tell
whether their video podcasts are working

147
00:10:20,728 --> 00:10:23,268
is because the metrics
are really hard to track

148
00:10:24,268 --> 00:10:31,188
And on top of that, they have never
really decided what successful looks like

149
00:10:32,188 --> 00:10:36,988
There's no hard fast definition for
success that's been put in place

150
00:10:37,988 --> 00:10:41,768
Your inbound sales team are not really
asking, "How did you find out about us?"

151
00:10:42,768 --> 00:10:46,068
And if they are asking it, they're
usually saying, "Oh, was it on a podcast?"

152
00:10:47,068 --> 00:10:49,508
And if they are asking that,
they're almost certainly not then

153
00:10:49,518 --> 00:10:53,758
differentiating it by saying, "Oh,
did you listen or did you watch?"

154
00:10:54,758 --> 00:10:56,838
The attribution is pretty much invisible

155
00:10:57,838 --> 00:11:02,048
Not because it's impossible
to add, but because nobody

156
00:11:02,048 --> 00:11:03,408
gave thought to how to add it

157
00:11:04,408 --> 00:11:10,778
And the reason nobody thought to add
it is probably the same reason that the

158
00:11:10,778 --> 00:11:16,578
video decision is being made reactively
in the first place The podcast doesn't

159
00:11:16,588 --> 00:11:24,018
have a clearly defined job If you can't
answer in one sentence what your podcast

160
00:11:24,058 --> 00:11:29,568
is commercially meant to do, and we did an
episode all about this a few months back.

161
00:11:30,568 --> 00:11:33,408
If you wanna go back and
listen for the whole topic

162
00:11:34,408 --> 00:11:38,678
If you can't answer that
sentence then you can't evaluate

163
00:11:38,678 --> 00:11:40,138
whether any medium is working

164
00:11:41,138 --> 00:11:43,948
Audio, video, billboards on a bus stop

165
00:11:44,948 --> 00:11:47,908
You can only look at the numbers you're
seeing, which feel like they should mean

166
00:11:47,908 --> 00:11:49,708
something, and then hope for the best

167
00:11:50,708 --> 00:11:56,988
Adding video to a podcast without a
commercial job for that podcast to

168
00:11:56,988 --> 00:11:59,608
do doesn't give you a video podcast

169
00:12:00,608 --> 00:12:04,378
It gives you a more expensive
podcast that still doesn't have a job

170
00:12:05,378 --> 00:12:10,208
The color grading card, the color
calibration card is still not the answer

171
00:12:11,258 --> 00:12:14,418
Okay, so if you've listened to this and
you're still not sure whether to add video

172
00:12:14,418 --> 00:12:20,768
to your podcast or whether that question
even matters for your show, good news.

173
00:12:20,848 --> 00:12:25,428
I've built a one-page decision
tree for you to follow through

174
00:12:25,488 --> 00:12:27,028
and hopefully get clarity on that.

175
00:12:28,028 --> 00:12:33,878
It'll take you about 90 seconds It's
called Should Your B2B Podcast Add Video?

176
00:12:34,108 --> 00:12:34,768
Very simple.

177
00:12:34,858 --> 00:12:35,868
Does what it says on the tin.

178
00:12:36,088 --> 00:12:39,238
Very Ronseal And it routes
you to one of three outcomes

179
00:12:40,238 --> 00:12:41,798
Not yet, probably.

180
00:12:42,798 --> 00:12:45,568
No, or yes, but on your terms

181
00:12:46,568 --> 00:12:50,518
And each one comes with a specific reason
and a specific next step for you to take.

182
00:12:51,208 --> 00:12:51,848
Nice.

183
00:12:52,338 --> 00:12:53,138
No fence sitting

184
00:12:54,138 --> 00:12:55,478
You'll find it at
podknows.co.uk/video-decision.

185
00:12:59,658 --> 00:13:00,358
That's podknows.co.uk/video-decision

186
00:13:05,086 --> 00:13:08,226
And the link's in the episode description
wherever you're consuming this

187
00:13:09,226 --> 00:13:11,996
And if you work through this decision
tree and you get stuck on the very

188
00:13:11,996 --> 00:13:18,616
first question, which from memory is,
what is your podcast's commercial job?

189
00:13:19,466 --> 00:13:22,656
Well, then that's a different conversation
that we probably need to have together.

190
00:13:23,206 --> 00:13:27,236
And it's the one that the Podknows
diagnostic is built for That link

191
00:13:27,236 --> 00:13:28,466
is in the description as well.

192
00:13:28,816 --> 00:13:36,236
But for the sake of ears jotting down
with notepads, podknows.co.uk/diagnostic.

193
00:13:36,676 --> 00:13:40,976
That's P-O-D-K-N-O-W-S.co.uk/diagnostic

194
00:13:42,935 --> 00:13:49,395
If the honest answer to the question What
is my podcast commercially meant to do?

195
00:13:50,395 --> 00:13:54,845
results in you answering with, "Eh,
we're still kind of figuring that out."

196
00:13:55,845 --> 00:13:57,175
followed by a long pause

197
00:13:58,175 --> 00:14:01,895
I'd point you back to that episode,
Is Your Podcast Doing Its Job?

198
00:14:02,895 --> 00:14:08,745
Your video decision sits entirely
at the end of that question

199
00:14:09,745 --> 00:14:13,625
Get the question answered first and
then come back to this video question

200
00:14:15,625 --> 00:14:16,965
Okay, Founder FAQs.

201
00:14:17,015 --> 00:14:22,925
Every episode I respond to questions from
people who have been in touch through

202
00:14:22,925 --> 00:14:25,694
the website, podknows.co.uk/contact

203
00:14:25,695 --> 00:14:32,281
This runs a B2B HR consultancy in
Leicester, and Paula's been asked

204
00:14:32,441 --> 00:14:37,531
by her web designer to provide a
podcast bio for the show page, and

205
00:14:37,531 --> 00:14:41,021
she's not sure whether it should
describe the show or describe her.

206
00:14:41,461 --> 00:14:45,721
Well, Paula, it should actually
be both, but in the right order

207
00:14:46,721 --> 00:14:50,931
A biography that starts with, "Hi, I'm
Paula and I've spent 15 years in HR,"

208
00:14:52,545 --> 00:14:55,335
is a CV, which is fine for LinkedIn.

209
00:14:56,335 --> 00:14:58,285
Your podcast page is not LinkedIn

210
00:14:59,285 --> 00:15:03,065
Your podcast page is for the person
who consumed your content and then

211
00:15:03,065 --> 00:15:08,965
visited the page because something
in your show felt relevant to them

212
00:15:09,965 --> 00:15:12,745
And they're wondering whether or not
to invest the next 30 minutes of their

213
00:15:12,745 --> 00:15:17,525
life in communicating more deeply with
you Lead with the show's commercial job.

214
00:15:17,545 --> 00:15:18,465
We're back to it.

215
00:15:18,485 --> 00:15:20,605
Figure what, figure out what that is.

216
00:15:21,605 --> 00:15:23,265
Not the topics, the job.

217
00:15:24,265 --> 00:15:28,725
Something along the lines of, I
don't know, uh, this podcast ex-

218
00:15:28,815 --> 00:15:36,075
exists to help HR directors build
the case for headcount decisions

219
00:15:37,075 --> 00:15:39,095
in rooms where finance always wins

220
00:15:40,095 --> 00:15:43,215
There you've talked to a person
and you've solved a problem.

221
00:15:44,215 --> 00:15:45,245
That's a reason to listen

222
00:15:46,245 --> 00:15:49,765
Then follow it up with why you
specifically are the person that can

223
00:15:49,765 --> 00:15:51,895
help them take action on that problem

224
00:15:52,895 --> 00:15:57,005
You can start talking on this
show page about the restructures

225
00:15:57,005 --> 00:16:00,785
you've been involved with, the
rooms that you've sat in, the

226
00:16:00,785 --> 00:16:02,485
leaders you've made decisions with.

227
00:16:03,485 --> 00:16:08,165
That's your credibility, and that
earns your place with the listener or

228
00:16:08,165 --> 00:16:10,195
viewer once you've established that

229
00:16:11,195 --> 00:16:13,435
So a bio that leads with you is a CV.

230
00:16:14,435 --> 00:16:18,945
A bio that leads with the job
that you do, that's a sales tool.

231
00:16:19,645 --> 00:16:22,675
Same podcast, completely
different outcomes from it

232
00:16:24,941 --> 00:16:26,311
All right, this episode's quick tip

233
00:16:27,311 --> 00:16:33,101
When you write your episode description,
write it like your ideal buyer

234
00:16:33,376 --> 00:16:38,489
has just said, " I'm not sure that
this is for me" on a sales call.

235
00:16:38,989 --> 00:16:43,409
The description is not necessarily
just a summary of what you covered

236
00:16:43,409 --> 00:16:47,260
in the episode, which is the
trap that most people, including

237
00:16:47,260 --> 00:16:49,510
me sometimes, often fall into.

238
00:16:50,166 --> 00:16:54,391
It's not a track listing in a CD It's
the reason that this specific person

239
00:16:54,391 --> 00:16:58,741
who's stumbled across your content
should click play right now with no delay

240
00:16:59,241 --> 00:17:04,451
For example, in this episode, Neal
Veglio discusses video podcasting

241
00:17:04,491 --> 00:17:08,611
and whether B2B brands need to do it

242
00:17:09,611 --> 00:17:10,781
An example for you.

243
00:17:11,421 --> 00:17:16,101
In this episode, Neal Veglio
discusses video podcasting and

244
00:17:16,131 --> 00:17:19,441
whether B2B brands need to do it.

245
00:17:19,901 --> 00:17:20,821
That's a summary.

246
00:17:21,821 --> 00:17:23,421
Very few people are
gonna press play on that

247
00:17:24,421 --> 00:17:26,981
Something better might be, and I
need to make a note of this 'cause

248
00:17:26,981 --> 00:17:30,741
I need to use this, if someone in
your business has just told you

249
00:17:30,741 --> 00:17:31,941
that you need to do a video podcast

250
00:17:39,713 --> 00:17:39,933
and you're not sure whether to
believe them, this episode is for you.

251
00:17:39,933 --> 00:17:40,343
That's a reason to listen.

252
00:17:40,353 --> 00:17:41,603
That's a reason to watch.

253
00:17:42,603 --> 00:17:43,953
The episode's exactly the same.

254
00:17:43,953 --> 00:17:47,843
I haven't changed the content, but the
description is making the difference

255
00:17:47,853 --> 00:17:53,143
on whether or not the semi-interested
person is gonna commit to clicking play

256
00:17:54,096 --> 00:17:59,256
Until next time, good luck in your
continuing production of your B2B podcast