Since the first week of September 2021, our head of growth has published a new episode of this Content Snack series every single day. We are now convinced more than ever that, if you want to start a show, you need to flood the market with multiple episodes a week. Here’s how.
As a result of publishing daily, our show Content Is for Closers has seen our organic audience go up over 65% and our unique listening audience over 100%, so it’s worked for us.
It’s just simple logic that—especially when you’re starting out—the more times you hit publish, the more opportunities you have to create a connection with someone who might join your audience.
But I get it, publishing daily isn’t easy.
Creating something new every single day is not a simple task. You all have real jobs. This is a part of what you’re doing in those jobs, so I want to provide four quick ideas on how you can have something new coming out each day without necessarily sitting down every single day to come up with something new.
#1 — Batch content
Every single time you sit in front of a camera to record an episode or write an article, whatever it is, you should be coming away from that experience with multiple episodes or articles. Don’t go to record an episode without doing two or more others.
- It’s more efficient
- Creates a buffer for yourself
- Allows you to be more creative because you have more time to think before recording
If you need help with how to batch content, we have discussed it in a previous episode you can go back to here.
#2 — Don’t feel bad about re-airing
Sometimes we get overly uptight about always coming up with a new episode, or doing an interview-type episode every single time. Sometimes you may feel like your publishing shouldn’t vary, however—
Your audience is much more relaxed about your show’s format than you are.
When an audience member sees or hears something they like, they want to consume that more than one time. It’s not a one and done, it’s something that you want to come to again and again.
As long as the re-aired content is valuable and helpful to them, they like it, so go ahead and replay episodes or snippets from some of your favorite parts of your previous shows.
A lot of times, the old things your audience may have heard at the very beginning of your show have already been forgotten, so republishing it is absolutely a valid thing to do.
#3 — Create episodes and episode types that you are interested in
If you as a creator are interested in and enjoying the creative process that you’re going through for a particular series, you’re more likely to (A) put in a little bit of extra effort and (B) connect with other people who enjoy that style.
This is why we do the shorter episodes for this show, because Adam likes short applicable episodes he can take action with. He therefore wanted to create something very similar for our audience. Think about what that looks like for you.
You can also deter. These snack episodes are wildly different than what we do on Wednesdays with the interview episodes, but people like them. We’ve received a lot of positive feedback, a lot of which is because Adam enjoys making and consuming this type of content.
#4 — Publicly commit to some standard
We have committed to you, our audience, that we’re going to publish a new episode every single weekday. Is there any magic in it being daily? No.
Aside from audience growth, it doesn’t necessarily have to be daily. Yours could be twice a week or three times a week. Whatever it is, you need to make that commitment public.
If and when you decide to change at some point, you also need to ensure that you explain that change. You can’t just make it on a whim because there’s an expectation on the other side from an audience who is going to be asking, “Why did this change? Why aren’t there new episodes?”
At some point, we are not going to publish Content Snacks every single day. We’ll have something new and we’ll have to explain that to you: “Hey, we’re doing this. We’re going to pause doing a daily for the time being, but such and such is going to be so much greater.”
That explanation has to happen, and that’s a good thing because it forces you to be a little bit more intentional, strategic, and not just decide to publish when you can or not when you’re busy. There’s an expectation there from your audience.
Hopefully, that’s helpful for increasing your publication. If you are publishing more than once a week, Adam would love to know. He wants to hear how you’re doing it and what you’re learning from it. Feel free to contact him at adam@trustheard.com.
