December 11, 2025 • 18 mins
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
So I fixed the audio recording by moving to my
fancy new laptop, and I'm back again. This is justin
hit from ad Briefings copyrighting Tips.
Speaker 2 (00:11):
Again.
Speaker 1 (00:12):
I'm gonna praise the podcast, yet I'll be honest with you,
I haven't consistently produced podcasts in a way that is
it is drawing the business that we're looking for. So
I have a little bit of background. I'm gonna pull
up my stats. You don't need to see a screen
for this, but I've got podcast episodes from twenty years
(00:34):
ago that produce consulting clients or produce some kind of inquiry. Now, again,
not every lead generated, not every inquiry is going to
be money in your pocket. And of course I'm not
making money from AD revenue. I try not to. We
may change that a little bit, but I'm getting about
(00:56):
a three to five dollars CPM for my AD revenue
and we so again, we may change that in the future.
But I want to talk a little bit about the
strategy that I use in order to turn conversations into opportunity.
(01:16):
So here's a little secret. Ad briefings, copywriting tips, inside
strategic relations, sustainable WEIL secrets. All these brands that I'm
managing and I do podcasts for each of them are
actually proxies for the clients that I serve. So I'm
looking at stats right now and I see a published
(01:37):
date podcast from April twenty twenty called stop Getting Ripped
Off by Good Good Deals. And this is the ad
Briefings copywriting to onosas Sustainable Oil Secrets, and it talks
about a concept, and I know that that concept consistently
gets three to five viewers every month since twenty twenty.
(02:02):
That tells me that that concept, that topic, that context
is valuable in the marketplace as evergreen content and will
consistently drive subscribers. Now I'll tell you a front. It's
it's the Shoemaker's kids have no shoes. I haven't properly
(02:23):
coded every podcast episode. There are hundreds of podcast episodes.
The majority of traffic to my website is not accounted for,
meaning it's direct traffic. Somebody typed in ad Briefing's copywriting
tips and they searched for it, or they wrote adbriefing
dot co dot UK in the browser because my audience
is pretty smart and they went directly to the website.
(02:45):
So I don't have a UTM code, I don't have
the source and medium tracked.
Speaker 2 (02:49):
There's you know, it could be improved. It could be improved.
Speaker 1 (02:52):
However, I can go down this list and see content
from twenty twenty three, twenty two that is still relevant
to my subscribers, still receiving traffic today, but the actual
work was done for it years ago. And so again
(03:14):
that's the value of media. That's the value of podcast.
Speaker 2 (03:17):
Now.
Speaker 1 (03:18):
Am I getting thousands of listeners every month?
Speaker 2 (03:22):
No?
Speaker 1 (03:22):
Not necessarily, And in fact, there are some challenges with tracking.
So if I go over to sources, so and again
you don't need to see the screen to understand this.
But if I go to sources, I probably have six
or seven sources viewing content. And then there's some administrative elements.
So I see sixty three percent of the content as
coming from the Chrome browser and thirty six percent of
(03:45):
the visitors are coming from Spotify, and so I don't
see iHeartRadio, I don't see a lot of other things.
So I'm going to have to go out there and
check iHeartRadio or have a webmaster look at it and
find out is my content still being shown on those
platforms that I may even need to use social media
to promote some of that content in order to get
(04:05):
the traffic back up, because it's the front of my
funnel podcasts, YouTube videos, group coaching calls, webinars. It's the
front of the funnel where I'm sifting and sorting and
narrowing it down to qualified prospects where I would share
more detailed information and then ultimately invite them to have
(04:26):
a paid consultation or a.
Speaker 2 (04:28):
To do a project.
Speaker 1 (04:30):
So it's not perfect, But again, when seven proven ways
to boost e commerce profits from twenty twenty three is
still getting a handful of visitors every month since twenty
twenty three, it isn't just that it's getting, you know,
three visitors this month, it's that have got three visitors,
(04:51):
four visitors, sometimes twenty visitors every month all the way
back to twenty twenty three, which turns out to be
thousands of visitors. The majority of the traffic I get
to the websites, the majority of the traffic I get
to any of these brands or to opt in is
brand new traffic that has never been to the site before. Now,
am I holding up my end of the bargain? Which
(05:12):
would be a consistent, irregular newsletter inviting people back to content. No,
we don't do I do that for client sites, but
you know, I don't really dedicate to people to do
it in house because it is it does cost money
and I can only handle so.
Speaker 2 (05:26):
Much client load.
Speaker 1 (05:28):
Like I've said before another podcast, I think I have
like three to five key clients that I'll work with.
Sometimes I'll end up with one or two key clients
because even though we have an agency model, I don't
want to backfill a large amount of staff if it's
not going to be a high margin activity. And so
again when we're talking about the agency model, we're going
(05:50):
to build that funnel to bring clients in and then
we're going to staff it according to our lifestyle more
than anything else. But we don't want to have so
I usually have seven to eight people on staff working
through projects. They're doing project based work where the client
is paying the bill that produces a margin, where it's
passive income to my side because I don't they don't
(06:13):
require a lot of management.
Speaker 2 (06:14):
They're specialists. But I focus on.
Speaker 1 (06:17):
Building the front end funnel customer relationships. I focus on
building the processes and systems that they'll follow, and then
what we use is called a topic testing method because
the stats I'm looking for looking at here for these
for these podcasts aren't the only stats available to me.
So podcasts syndicate on YouTube. So I've got stats at YouTube,
(06:39):
I've got stats at Rumble, I've got stats at bit shoot,
I've got stats all over the place. And so a
lot of my time is spent on the analytics part,
and the client work is based on the analytics and
the decision making and.
Speaker 2 (06:51):
That kind of thing.
Speaker 1 (06:53):
So here's my larger point. The podcast itself are the
front end. If we consistently build the front end, it'll
create this middle area, which is your leads. I think
I've got forty five hundred leads, and then we're going
to have activities in the forty five hundred leads that
we need to do.
Speaker 2 (07:13):
That's called the back office.
Speaker 1 (07:15):
In that back office, we're going to make offers. It
is now normal for you to be somewhat overwhelmed, because
if you're making offers and you're getting paid consultations, and
you got two or three days a week where you're
just doing paid consultations, you're not necessarily going to go
out there and be able to do the work. I
was using screaming for aug yesterday, just to build out
some procedurals on our own in house websites, and then
(07:39):
I gave those procedurals over to a team who are
going to apply it to the client work. And then
we use a HF SIM rush depends on the client.
But that's just the technical SEO side and the content
development side. But we might actually talk to a client
to build out a campaign. I might be on a
call help build the structure for the campaign. I'll pass
(08:02):
it off to a team who's going to build out
the parts. Sometimes a team is in house. When I
had a big client that I was working with, I
was actually the subject matter expert. I would build out
the structure of a report or a course or something,
and then we would pass it to subject matter experts
in the topical area that we're covering, and they would
go out and build out the details of the particular report.
(08:26):
And so again, I've got twenty years, thirty years in this.
I'm more on the administrative side. You may be more
on the on the on the actual doing the work now.
Because you're a freelance writer, and that's fine. You could
sub for an agency and work for another agency. You
could work for other people, but don't miss out on
(08:46):
the strategy this. I think I got more than a
thousand podcasts out there on a couple different channels, all
of them serve affluent customers, entrepreneurs, executive subject matter experts.
And then I can roll those stats and I can see,
for example, right now and this is December twenty twenty five,
then I'm getting a lot of traffic through Pandora. So
(09:10):
a lot of podcast listeners are actually on Pandora, or
they're listening to the content direct. Now I post show
notes and I embed the show in the page, so
that Chrome browser listen could actually be people visiting the
web page at my website, and so my Google Analytics
stats would probably overlap. But the top three listening channels
(09:34):
are Pandora, Chrome, and Apple Podcast. And so if I
was going to buy a revenue, if I was going
to buy impressions and drive maybe my retarget audience. So
they visited the website and now I'm going to invite
them back to see the content, I might want to
put that on Spotify or Amazon Music if those channels
(09:55):
have proven to convert in the past. And because I'm
already getting trapped organic traffic from Pandora and Apple podcasts. Now,
I would also go to the podcast episodes on those
platforms and make sure the links are properly coded with
Google UTM codes so that when someone clicks an ad
(10:17):
campaign goes to the Spotify listing. You know, So they're
going to go to an individual episode, they listen to
that episode, then they go down to the comments and
they click a link to go to the website. They're
going to get cookie both on the pay per click transaction,
and I might spread that to a forty five day
cookie or ninety day cookie. And then they're also going
(10:39):
to get tagged from what podcast episode they came from.
So not only do I know that this five year
old podcast episode still generates content, but I'll know whether
it's paid content versus organic content. And so again, you
might be overwhelmed with doing the work, but there's still
(11:01):
the strategic side, and we can teach you how that works.
We can teach you how to do the lead and
sales attributions, but ultimately there's a bigger picture. It's necessary. Now,
why is that good news? What's good news? Because clients
don't understand this need. I've had clients there, they got
ten twenty thousand dollars a month AD spend, and I
go and look at their Google Analytics, and I can't
(11:23):
tell whether their ads are working. And I say, well, great,
let's go look at your AD console. So they're spending
money on Facebook. We go look at the ad console
and you can't tell by the ad console that things
are working or not because they never put the pixel
on their website itself. Now I migrate towards the technical stuff.
So if you have an agency, or you have a
(11:43):
client and you need some technical SEO, or you need
some sales and lead attribution, I do understand how Google
tag manager works, and Google Analytics works, and the right
plugins for a WordPress website. And so again you can
still move towards your specialization. Maybe you like to do
the market research or you like to do the long
form copy, but you're gonna have to sup backfill the
(12:07):
areas where you're not so good at it. And you
can backfill with artificial intelligence, you can backfill with staff,
you can backfill with tools. So that's a combination of
the two. But you have to have the big picture. Now,
what I like about topic testing. That means we're gonna
have blog posts, We're gonna have YouTube videos, we're gonna
(12:28):
have podcast episodes that are specifically designed per thread and
topic is because I can pull all of that analytics
back and know that a certain topic has lasting value.
So if I go to Inside Strategic Relations podcast and
(12:48):
I go look at the sources for the last let's
just do the last twelve months, and I go down
individual episodes. So I'm gonna go down downloads. Again, you
don't need to see to understand how it works. I
can see that critical thinking about conspiracy theory. Another one
that was April twenty twenty has had traffic over that
(13:12):
period of time, and that traffic.
Speaker 2 (13:16):
Is kind of a vote. It's the vote of the prospect.
Speaker 1 (13:22):
Now, I do create information products, so I do have
you know, every podcast episodes tied back to an INFO product.
If I get enough interest in an INFO product, I
could create a course. I could create a consultation. I
could create a group coaching or training. I could create
a lot of stuff. But again I only had to
(13:43):
do the work once. So I have an episode ten
twenty twenty four called this is what builds an eight
figure business. Again, it's got traffic I didn't do that yesterday.
I did it years ago. So the last thing I
want to leave you with is that you got to
get started now. You got to get started now. And
(14:06):
actually I don't have a way to sort this, but
if I scroll down a little bit more, I see
episodes from twenty nineteen, twenty eighteen. I don't know how
long I've had this particular service, but I have uploaded
recordings that were done in the nineties and I still
(14:27):
get leads and I still get traffic. So in summary,
proper coding of your descriptions. People will read the description
and click links if they're interested. Proper coding of your
content itself, to know what content fits where in your authority,
where it fits in your content hubs. The reuse of
(14:48):
content is critical. So just because you did a podcast
last year doesn't mean you can't transcribe the podcast, chop
it up into a couple articles, each article mentioning the
original podcast, and then ultimately they're not show notes necessarily,
but they are contextually relevant to it. And then later
taking all those articles and the transcript in the original
(15:10):
podcast and turning it into a course if that's relevant
for the type of work that you're doing. You should
be looking for those opportunities within your client base. You
should be looking for those opportunities within your own business
in order to again generate qualified leads. Someone who listens
to a podcast, buys a course and then doesn't pay
(15:30):
consultation is far more qualified to do a consulting assignment
to do a business strategy than anything else. And then
finally understand there's a need for optimization some of these
videos and stuff. So I keep so I know what
podcast episodes have had traffic in the last twelve months,
(15:53):
but I also know which ones had had not had
traffic in the last twelve months. Those could be code
it to popular topics, but to have not had traffic,
and so I might want to optimize them. I might
want to go through and make sure the descriptions well written,
make sure the headline is relevant, make sure there's a
call to action, and again that's the quality assurance part.
(16:15):
But it's informed by what gets traffic and what doesn't.
Something that is number one on my list for traffic
over the last twelve months is not going to get
its description modified. It might get tracking codes in it,
but it's not going to have this massive rewrite because
it's working. However, those bottom quintile, the bottom percentage items,
(16:38):
they're either going to indicate that that's not content anybody's
interested in, or that's content it needs to be optimized.
So we actually have an approach, so we'll optimize that
content and then if it still doesn't have any traffic
within a year, we're just going to ignore it. We'll
move on for something else. And that takes a little
bit of traffic. That takes a little bit of the
editorial management that we've talked about another podcasts.
Speaker 2 (17:00):
So I hope this has been useful to you.
Speaker 1 (17:03):
The key is is to help you understand the bigger
picture so that you're not so frustrated when you're overwhelmed
by the amount of work that's necessary to get any
results these days. But in knowing this, you're going to
write better quality content because you're going to know what works.
You can knock your own stuff off, you can package
your stuff in different ways, you can reach the same
(17:23):
content to new audiences, and then overall generate leads that
can become marketing clients, consulting clients, coaching clients, you know,
writing clients. There's so many opportunities here, I want to
thank you for being a part of this podcast. This
is AD Briefings Copywriting Tips, and I'm just in hit.
I am a copywriter. I do a lot of technical writing.
(17:46):
Over the years, I've transitioned to the strategy side to
the structure side to make sure that you're making six
figures or better as a copywriter, as a marketer, and
we're doing that through agencies. And so if you're interested
and instead of doing one off work to start building
systems instead that serve you, groups of people that work
(18:08):
together to serve you, then contact us at www dot
Adbriefings dot co dot uk. And then just understand the
website doesn't reflect all this because it is work.
Speaker 2 (18:20):
It is a lot of work.
Speaker 1 (18:21):
And if I'm working on my website, then my people
aren't working on my clients, and so we really want
results from clients. Again, thanks for being a part of
what we do here. Like a subscribe to whatever channel
that you're listening to this and I'll see you in
the next podcast.
So I fixed the audio recording by moving to my
fancy new laptop, and I'm back again. This is justin
hit from ad Briefings copyrighting Tips.
Speaker 2 (00:11):
Again.
Speaker 1 (00:12):
I'm gonna praise the podcast, yet I'll be honest with you,
I haven't consistently produced podcasts in a way that is
it is drawing the business that we're looking for. So
I have a little bit of background. I'm gonna pull
up my stats. You don't need to see a screen
for this, but I've got podcast episodes from twenty years
(00:34):
ago that produce consulting clients or produce some kind of inquiry. Now, again,
not every lead generated, not every inquiry is going to
be money in your pocket. And of course I'm not
making money from AD revenue. I try not to. We
may change that a little bit, but I'm getting about
(00:56):
a three to five dollars CPM for my AD revenue
and we so again, we may change that in the future.
But I want to talk a little bit about the
strategy that I use in order to turn conversations into opportunity.
(01:16):
So here's a little secret. Ad briefings, copywriting tips, inside
strategic relations, sustainable WEIL secrets. All these brands that I'm
managing and I do podcasts for each of them are
actually proxies for the clients that I serve. So I'm
looking at stats right now and I see a published
(01:37):
date podcast from April twenty twenty called stop Getting Ripped
Off by Good Good Deals. And this is the ad
Briefings copywriting to onosas Sustainable Oil Secrets, and it talks
about a concept, and I know that that concept consistently
gets three to five viewers every month since twenty twenty.
(02:02):
That tells me that that concept, that topic, that context
is valuable in the marketplace as evergreen content and will
consistently drive subscribers. Now I'll tell you a front. It's
it's the Shoemaker's kids have no shoes. I haven't properly
(02:23):
coded every podcast episode. There are hundreds of podcast episodes.
The majority of traffic to my website is not accounted for,
meaning it's direct traffic. Somebody typed in ad Briefing's copywriting
tips and they searched for it, or they wrote adbriefing
dot co dot UK in the browser because my audience
is pretty smart and they went directly to the website.
(02:45):
So I don't have a UTM code, I don't have
the source and medium tracked.
Speaker 2 (02:49):
There's you know, it could be improved. It could be improved.
Speaker 1 (02:52):
However, I can go down this list and see content
from twenty twenty three, twenty two that is still relevant
to my subscribers, still receiving traffic today, but the actual
work was done for it years ago. And so again
(03:14):
that's the value of media. That's the value of podcast.
Speaker 2 (03:17):
Now.
Speaker 1 (03:18):
Am I getting thousands of listeners every month?
Speaker 2 (03:22):
No?
Speaker 1 (03:22):
Not necessarily, And in fact, there are some challenges with tracking.
So if I go over to sources, so and again
you don't need to see the screen to understand this.
But if I go to sources, I probably have six
or seven sources viewing content. And then there's some administrative elements.
So I see sixty three percent of the content as
coming from the Chrome browser and thirty six percent of
(03:45):
the visitors are coming from Spotify, and so I don't
see iHeartRadio, I don't see a lot of other things.
So I'm going to have to go out there and
check iHeartRadio or have a webmaster look at it and
find out is my content still being shown on those
platforms that I may even need to use social media
to promote some of that content in order to get
(04:05):
the traffic back up, because it's the front of my
funnel podcasts, YouTube videos, group coaching calls, webinars. It's the
front of the funnel where I'm sifting and sorting and
narrowing it down to qualified prospects where I would share
more detailed information and then ultimately invite them to have
(04:26):
a paid consultation or a.
Speaker 2 (04:28):
To do a project.
Speaker 1 (04:30):
So it's not perfect, But again, when seven proven ways
to boost e commerce profits from twenty twenty three is
still getting a handful of visitors every month since twenty
twenty three, it isn't just that it's getting, you know,
three visitors this month, it's that have got three visitors,
(04:51):
four visitors, sometimes twenty visitors every month all the way
back to twenty twenty three, which turns out to be
thousands of visitors. The majority of the traffic I get
to the websites, the majority of the traffic I get
to any of these brands or to opt in is
brand new traffic that has never been to the site before. Now,
am I holding up my end of the bargain? Which
(05:12):
would be a consistent, irregular newsletter inviting people back to content. No,
we don't do I do that for client sites, but
you know, I don't really dedicate to people to do
it in house because it is it does cost money
and I can only handle so.
Speaker 2 (05:26):
Much client load.
Speaker 1 (05:28):
Like I've said before another podcast, I think I have
like three to five key clients that I'll work with.
Sometimes I'll end up with one or two key clients
because even though we have an agency model, I don't
want to backfill a large amount of staff if it's
not going to be a high margin activity. And so
again when we're talking about the agency model, we're going
(05:50):
to build that funnel to bring clients in and then
we're going to staff it according to our lifestyle more
than anything else. But we don't want to have so
I usually have seven to eight people on staff working
through projects. They're doing project based work where the client
is paying the bill that produces a margin, where it's
passive income to my side because I don't they don't
(06:13):
require a lot of management.
Speaker 2 (06:14):
They're specialists. But I focus on.
Speaker 1 (06:17):
Building the front end funnel customer relationships. I focus on
building the processes and systems that they'll follow, and then
what we use is called a topic testing method because
the stats I'm looking for looking at here for these
for these podcasts aren't the only stats available to me.
So podcasts syndicate on YouTube. So I've got stats at YouTube,
(06:39):
I've got stats at Rumble, I've got stats at bit shoot,
I've got stats all over the place. And so a
lot of my time is spent on the analytics part,
and the client work is based on the analytics and
the decision making and.
Speaker 2 (06:51):
That kind of thing.
Speaker 1 (06:53):
So here's my larger point. The podcast itself are the
front end. If we consistently build the front end, it'll
create this middle area, which is your leads. I think
I've got forty five hundred leads, and then we're going
to have activities in the forty five hundred leads that
we need to do.
Speaker 2 (07:13):
That's called the back office.
Speaker 1 (07:15):
In that back office, we're going to make offers. It
is now normal for you to be somewhat overwhelmed, because
if you're making offers and you're getting paid consultations, and
you got two or three days a week where you're
just doing paid consultations, you're not necessarily going to go
out there and be able to do the work. I
was using screaming for aug yesterday, just to build out
some procedurals on our own in house websites, and then
(07:39):
I gave those procedurals over to a team who are
going to apply it to the client work. And then
we use a HF SIM rush depends on the client.
But that's just the technical SEO side and the content
development side. But we might actually talk to a client
to build out a campaign. I might be on a
call help build the structure for the campaign. I'll pass
(08:02):
it off to a team who's going to build out
the parts. Sometimes a team is in house. When I
had a big client that I was working with, I
was actually the subject matter expert. I would build out
the structure of a report or a course or something,
and then we would pass it to subject matter experts
in the topical area that we're covering, and they would
go out and build out the details of the particular report.
(08:26):
And so again, I've got twenty years, thirty years in this.
I'm more on the administrative side. You may be more
on the on the on the actual doing the work now.
Because you're a freelance writer, and that's fine. You could
sub for an agency and work for another agency. You
could work for other people, but don't miss out on
(08:46):
the strategy this. I think I got more than a
thousand podcasts out there on a couple different channels, all
of them serve affluent customers, entrepreneurs, executive subject matter experts.
And then I can roll those stats and I can see,
for example, right now and this is December twenty twenty five,
then I'm getting a lot of traffic through Pandora. So
(09:10):
a lot of podcast listeners are actually on Pandora, or
they're listening to the content direct. Now I post show
notes and I embed the show in the page, so
that Chrome browser listen could actually be people visiting the
web page at my website, and so my Google Analytics
stats would probably overlap. But the top three listening channels
(09:34):
are Pandora, Chrome, and Apple Podcast. And so if I
was going to buy a revenue, if I was going
to buy impressions and drive maybe my retarget audience. So
they visited the website and now I'm going to invite
them back to see the content, I might want to
put that on Spotify or Amazon Music if those channels
(09:55):
have proven to convert in the past. And because I'm
already getting trapped organic traffic from Pandora and Apple podcasts. Now,
I would also go to the podcast episodes on those
platforms and make sure the links are properly coded with
Google UTM codes so that when someone clicks an ad
(10:17):
campaign goes to the Spotify listing. You know, So they're
going to go to an individual episode, they listen to
that episode, then they go down to the comments and
they click a link to go to the website. They're
going to get cookie both on the pay per click transaction,
and I might spread that to a forty five day
cookie or ninety day cookie. And then they're also going
(10:39):
to get tagged from what podcast episode they came from.
So not only do I know that this five year
old podcast episode still generates content, but I'll know whether
it's paid content versus organic content. And so again, you
might be overwhelmed with doing the work, but there's still
(11:01):
the strategic side, and we can teach you how that works.
We can teach you how to do the lead and
sales attributions, but ultimately there's a bigger picture. It's necessary. Now,
why is that good news? What's good news? Because clients
don't understand this need. I've had clients there, they got
ten twenty thousand dollars a month AD spend, and I
go and look at their Google Analytics, and I can't
(11:23):
tell whether their ads are working. And I say, well, great,
let's go look at your AD console. So they're spending
money on Facebook. We go look at the ad console
and you can't tell by the ad console that things
are working or not because they never put the pixel
on their website itself. Now I migrate towards the technical stuff.
So if you have an agency, or you have a
(11:43):
client and you need some technical SEO, or you need
some sales and lead attribution, I do understand how Google
tag manager works, and Google Analytics works, and the right
plugins for a WordPress website. And so again you can
still move towards your specialization. Maybe you like to do
the market research or you like to do the long
form copy, but you're gonna have to sup backfill the
(12:07):
areas where you're not so good at it. And you
can backfill with artificial intelligence, you can backfill with staff,
you can backfill with tools. So that's a combination of
the two. But you have to have the big picture. Now,
what I like about topic testing. That means we're gonna
have blog posts, We're gonna have YouTube videos, we're gonna
(12:28):
have podcast episodes that are specifically designed per thread and
topic is because I can pull all of that analytics
back and know that a certain topic has lasting value.
So if I go to Inside Strategic Relations podcast and
(12:48):
I go look at the sources for the last let's
just do the last twelve months, and I go down
individual episodes. So I'm gonna go down downloads. Again, you
don't need to see to understand how it works. I
can see that critical thinking about conspiracy theory. Another one
that was April twenty twenty has had traffic over that
(13:12):
period of time, and that traffic.
Speaker 2 (13:16):
Is kind of a vote. It's the vote of the prospect.
Speaker 1 (13:22):
Now, I do create information products, so I do have
you know, every podcast episodes tied back to an INFO product.
If I get enough interest in an INFO product, I
could create a course. I could create a consultation. I
could create a group coaching or training. I could create
a lot of stuff. But again I only had to
(13:43):
do the work once. So I have an episode ten
twenty twenty four called this is what builds an eight
figure business. Again, it's got traffic I didn't do that yesterday.
I did it years ago. So the last thing I
want to leave you with is that you got to
get started now. You got to get started now. And
(14:06):
actually I don't have a way to sort this, but
if I scroll down a little bit more, I see
episodes from twenty nineteen, twenty eighteen. I don't know how
long I've had this particular service, but I have uploaded
recordings that were done in the nineties and I still
(14:27):
get leads and I still get traffic. So in summary,
proper coding of your descriptions. People will read the description
and click links if they're interested. Proper coding of your
content itself, to know what content fits where in your authority,
where it fits in your content hubs. The reuse of
(14:48):
content is critical. So just because you did a podcast
last year doesn't mean you can't transcribe the podcast, chop
it up into a couple articles, each article mentioning the
original podcast, and then ultimately they're not show notes necessarily,
but they are contextually relevant to it. And then later
taking all those articles and the transcript in the original
(15:10):
podcast and turning it into a course if that's relevant
for the type of work that you're doing. You should
be looking for those opportunities within your client base. You
should be looking for those opportunities within your own business
in order to again generate qualified leads. Someone who listens
to a podcast, buys a course and then doesn't pay
(15:30):
consultation is far more qualified to do a consulting assignment
to do a business strategy than anything else. And then
finally understand there's a need for optimization some of these
videos and stuff. So I keep so I know what
podcast episodes have had traffic in the last twelve months,
(15:53):
but I also know which ones had had not had
traffic in the last twelve months. Those could be code
it to popular topics, but to have not had traffic,
and so I might want to optimize them. I might
want to go through and make sure the descriptions well written,
make sure the headline is relevant, make sure there's a
call to action, and again that's the quality assurance part.
(16:15):
But it's informed by what gets traffic and what doesn't.
Something that is number one on my list for traffic
over the last twelve months is not going to get
its description modified. It might get tracking codes in it,
but it's not going to have this massive rewrite because
it's working. However, those bottom quintile, the bottom percentage items,
(16:38):
they're either going to indicate that that's not content anybody's
interested in, or that's content it needs to be optimized.
So we actually have an approach, so we'll optimize that
content and then if it still doesn't have any traffic
within a year, we're just going to ignore it. We'll
move on for something else. And that takes a little
bit of traffic. That takes a little bit of the
editorial management that we've talked about another podcasts.
Speaker 2 (17:00):
So I hope this has been useful to you.
Speaker 1 (17:03):
The key is is to help you understand the bigger
picture so that you're not so frustrated when you're overwhelmed
by the amount of work that's necessary to get any
results these days. But in knowing this, you're going to
write better quality content because you're going to know what works.
You can knock your own stuff off, you can package
your stuff in different ways, you can reach the same
(17:23):
content to new audiences, and then overall generate leads that
can become marketing clients, consulting clients, coaching clients, you know,
writing clients. There's so many opportunities here, I want to
thank you for being a part of this podcast. This
is AD Briefings Copywriting Tips, and I'm just in hit.
I am a copywriter. I do a lot of technical writing.
(17:46):
Over the years, I've transitioned to the strategy side to
the structure side to make sure that you're making six
figures or better as a copywriter, as a marketer, and
we're doing that through agencies. And so if you're interested
and instead of doing one off work to start building
systems instead that serve you, groups of people that work
(18:08):
together to serve you, then contact us at www dot
Adbriefings dot co dot uk. And then just understand the
website doesn't reflect all this because it is work.
Speaker 2 (18:20):
It is a lot of work.
Speaker 1 (18:21):
And if I'm working on my website, then my people
aren't working on my clients, and so we really want
results from clients. Again, thanks for being a part of
what we do here. Like a subscribe to whatever channel
that you're listening to this and I'll see you in
the next podcast.
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