The biggest trap in “going video” for a business podcast

0:00The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcasts, production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit I Hear Everything dot com. From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated to content performs better than TV advertising. Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call at action that it's just a matter of timing. Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use

1:03technology to drive business results and achieve career success. Here's a host of the Martech Podcast, Benjamin Shapiro. I'm Benjamin Shapiro, and joining me today is Cody Goff, a podcast growth strategist who also works at Nerd Wallet, and a longtime operator who's scaled award-winning shows for major brands. And today, Cody's going to break down what actually drives sustainable, organic growths in podcasting. Time for a short break to hear from our sponsor, Scrunch. When was the last time you actually visited a website to research something? For me, AI does all that work now. So if AI is doing the discovery, research, and deciding, who or what is your brand's website really for, the rise of AI bots becoming as important as new visitors is a massive change in user behavior, and that's what Scrunch is taking head on. Scrunch is the AI customer experience platform that helps marketing teams understand how AI agents

2:07experience their site. They tell you how your brand shows up in LLM results, where it doesn't, and what's preventing your content from being retrieved, trusted, or recommended. It's not just visibility. Scrunch shows you the content gaps, citation gaps, and how to fix the technical blockers that matter so your brand is found and chosen in AI answers. Face it, your most important site visitor isn't human anymore. It's the AI deciding what gets surfaced. And for Martek podcast listeners, Scrunch is providing a free website diagnostic that uncovers how AI sees your site, where you have content gaps, and where you're showing up versus your competition. To see how LLMs evaluate your site, go to scrunch.com slash Martek. That's scrunch scrunch.com slash Martek. What's the biggest trap in going video for business podcasts? Going in without a strategy, you just need to know why are you doing it, and how are you doing it?

3:10And the switch feels kind of easy, like, even if you're like, we're just going to add video. We'll keep everything else the same. We're just going to add video. And then that way we can also put it on YouTube. Okay, you say that. So where you're going to post the same episode description on YouTube, and that same episode title on YouTube, the use on Apple and Spotify, etc. Because that ain't going to work. That ain't going to fly at all. Like, you'll put in your episode all these keywords, like, you know, the key to maximizing your off IRA is this for contributions, whatever. Like, keyword, keyword, keyword, keyword, right? Then you go on YouTube. It's got to be like, you'll never believe how to make all this money or like, the best way to make money in 2026 or whatever it is. Like, you just, it's just a different dialect entirely. And not having a chapter timestamps, which suck to make, and you have to use AI to make them, or you're just sucking all your time out of the room. Like, that's a, that's a necessary thing for YouTube growth. So like, you, like, it seems like the smallest thing. Just put video, put it on

4:14YouTube. No, you're now putting something on the platform, the platform, they will not work on that platform. People go to podcasts and they're ready to sit down or walk around or do the dishes for 20 to 30 minutes, right? They're, they're in for the long haul. They've already selected based on their personally curated list and they're interested in the topic and they press play and they put the phone in their pocket and they go do other things. You can bullshit on a podcast. You can, hey, how you doing? What's the weather? Tell me about your background. Cool. What beer you drink in today. What's your hair product? Or let's get into the topic. That seems to work a little bit in audio, although I would argue that the world is getting a little bit more sophisticated and just needs to get to the point. If you're not paying off the value prop in the first 10 seconds of your YouTube video, people are bouncing. Like, to me, the introduction and the connection between what's stopping the thumb because it doesn't matter if people are following you. That's not necessarily what content they're watching. What's the title, which

5:15gets them to click? And then in the first 10 seconds, are you helping deliver a value related to that thumbnail and title? Like, if you don't get that formula right, forget it. So on YouTube, my learning was when you're recording for YouTube, that first 30 seconds needs to be scripted. It needs to be something that you know is going to be hot and compelling. So while we always start with a number on this podcast, we're trying to get the day to great geeks to be like, oh, there's a number. Let me digest it. I'm still thinking about it or he's still talking. What was he saying? There was actually a little thought behind some of that formula that went into, how do I pay off the first 10 seconds to get you to stay there? Yeah. And a special thanks to scrunch for sponsoring this interview. Scrunch is the AI customer experience platform that helps marketing teams understand how AI agents experience their site. They tell you how your brand shows up in LLM results, where it doesn't and what's preventing your content from being retrieved, trusted or recommended. And for Martek podcast listeners, scrunch is providing a free website diagnostic that

6:18uncovers how AI sees your site, where you have content gaps, and how you're showing up versus your competition to see how LLM's evaluate your site, go to scrunch.com. That's scrunch. S-C-R-U-N-C-H dot com. Well, that wraps up this episode of the Martek podcast. Thanks for listening to my conversation with Cody Goff, a podcast growth strategist. He also works at Nerdwallet. If you'd like to contact Cody, you could find a link to his LinkedIn profile in our show notes or on martekpod.com. You could always visit his personal website, which is podcast growth consultant dot com. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, click the subscribe button in your podcast app or on YouTube and we'll be back in your feed next week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

7:35Thanks for listening to the Martek podcast, and I hear everything production. Looking to launch or scale a podcast like this one for your brand, then visit iHeartEverything.com.