Tag Archives: podcasts

Jennifer Grimson On Building Wealth – and a Podcast



Jennifer Grimson was brand new to the podcast space when I met her two years ago at the last in-person Podcast Movement event. Fast forward and she became my spontaneous guest for Epi 34 of Insider Interviews discussing her approach to marketing the now successful Micro-Empires Podcast about her path to rebuilding wealth. And, since podcasting adds such a personal touch, she gives us insights about her very personal story from filing for Chapter 13 twice to being having million-dollar + in assets.

Grimson explains how she taught herself to rebuild her wealth AND how to build a podcast starting at any point in your life. “I’m living proof of that story…I lost everything. No home, no job, no car, no money, no place to live, and two children to raise. That happened to me twice…and the second time I was 41 years old.”

Her A-Ha Moment:

“I realized that if I wanted security and to build wealth, it wasn’t just going to be through one thing,” Grimson explained. “I was going to have to create little pockets, which I call ’empires’. And once I got started I was able to create $1.4 million in income producing assets in four years.”

Moving Past the Shame

“The podcast came about because people kept asking me about how I’d done that; of course I’d kept my story a secret because I was so ashamed of it, like a lot of people who share my story. I wanted to share what I had done, but more importantly, sharing those tools and real steps for anybody to take, whether it’s their mindset or literally taking steps to build wealth.”

Lessons Learned:

“I think the first lesson is you don’t abandon yourself, which is such a powerful thing. Think about it: I treat my friends and family better than I treat myself. I don’t say things to other people that I say inside my head. And I think that’s true all around. So finding a way, whether you believe it or not, whether you think you deserve it or not, of believing in yourself. … I just had to put blinders on and move forward … It’s not actually rocket science. It might be hard. But it’s not difficult to understand.”

After Grimson explained her three lessons of coming from nothing to financial resolution — assess, ask, act — she went on to explain how learning to be a podcaster — or learning ANYTHING — is to dive in.

“You’re going to jump in a pool with a bunch of people that are Olympic swimmers. And you’re going to be in there with your floaties on just trying to keep your head above water, but there’re two things that are going to happen:  Number one, you cannot be in that environment and not learn. And number two, the experts are not going to let you drown. That’s true about wealthy. That’s true about everybody here at Podcast Movement. People who are successful, 99.9% of the time want to help.”

On Creating and Marketing a Podcast?

Grimson did not have a media background: “I didn’t even know how to plug in the microphone. I still struggle with that portion of it. But I’ve never really worried about that because there are those Olympic swimmers you can call. I’m never going to be the best at that. What I have to offer is my experience. So that’s what I wanted to focus on. What I learned was that despite the fact that there’s a million podcasts very few of them are actually successful and that they take work. They’re not easy. You have to commit and be really thoughtful about who you’re talking to.”

That is about the best lesson one can learn when diving in to podcasting.

Does her story have a happy ending? You bet. Right down to her pro-hockey husband, Stu. But it’s all because Grimson, who is fiercely independent, candid, and determined, keeps on swimming. Take a listen. We’ll surface all kinds of tips and inspiration. And like she says, please leave a review for Insider Interviews!

Footnotes: Follow Jennifer and MicroEmpires:


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If you found this helpful, or liked any of my Insider Interviews episodes, please add a review  on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at podcasts@mossappeal.com

Bonus Epi – On ContentCast and Lantigua-Williams Redux!



It’s been a busy couple of months for me in podcasting… so I didn’t get to podcasting! Here’s what I mean: This is a BONUS episode…actually a republication of Epi 12 featuring my interview with Juleyka Lantigua-Williams from exactly one year ago. She is a force to be reckoned with, a holder of two masters and embracer of two kids and a proud publisher of a show with 1 million downloads now. Yup, “Latina to Latina” just crossed the million listen mark this week. But there’s more you can hear in my interview with her as part of CONTENTCAST next week!

Whaat? Well, I’ve been busy with podcasting…and TV…in producing the first-ever conference about the intersection of those platforms as cross-over IP. That means a HECK of a lot of companies are turning popular podcasts into TV or film content and TV companies are expanding their shows into fan engagement podcasts. Trust me, it’s all the rage.
Want to hear it from the experts? Then register for free and catch this huge conference created by NATPE, the global content trade association, on July 14th, 2021: https://natpe.com/contentcast. Just look at the SPEAKERS tab! See what I mean? From Kevin Pollak to Glynn Washington…the heads of SiriusXM to Tegna to iHeartMedia to Triton Digital to…well, you get the picture. Did I mention I also corralled my friend Amy Hill into hosting?(And yes, you heard us chat around a year ago on my other podcast, “It’s Quite A Living!” Keep your friends close….)
So, that’s why this is Epi 12 REDUX. What Juleyka had to say a year ago is still important and appropriate today…only the numbers have changed. (But there are also twice as many podcasts published now as there were then! Yup, we also have Edison Research and Nielsen sharing info at ContentCast.

Thanks for listening…and learning… and I hope I see you at ContentCast!

From Print to Podcasts and Back: Kathy Doyle of MacMillian



Kathy Doyle embodies the early bird that catches the worm. Early into her freshman year of college she aimed to give the commencement speech for her class in four years’ time. She got the honor — and forty-eight hours later was offered her first job in media. Then, as you’ll hear her describe in this episode, Doyle was part of the earliest team building out The Wall Street Journal Online (yes, I sing the dial up tones for her). Then, being an early riser, she started to listen to podcasts well before Serial was even a thing. And guess what? She was an early-stage employee on the podcast team of Macmillan Publishing.

The Macmillan division of morphed out of a prescient move to team up with Grammar Girl podcast phenom Mignon Fogarty – and quickly evolved into the Quick and Dirty Tips Network of short form helpful content. (Perhaps it’s fitting that Doyle’s career was launched with a speech.) Now, with the addition of a narrative network, their podcasts garner millions of monthly listens – and recently also scored an inaugural Ambie Award for their stunning show, Driving The Green Book.

Macmillan is the only one of the “big five” publishers with its own podcast network. As Doyle says, “It’s been our vision to serve our authors the best way possible. And audio emerging the way that it did certainly created an opportunity for us to use podcasting as best advantage whether that’s through an audio book excerpt or interviews or guest series…” In a media world where everyone is aiming to flow content cross platform it’s a surprising exclusive advantage. (As a matter of fact, we discuss the conference I’m producing for NATPE about the proliferation of TV brands leveraging podcasting, as well. Please register free to attend ContentCast on July 14th!)

While she provided many serious business takeaways, we also learned how one phone call, and frequent dog walking, helped lead to Doyle’s career success, and of the drama of “dial-up days” during early-stage internet jobs.

And you won’t believe what’s got Doyle’s gobsmacked about podcasting these days (yes, I checked the spelling, Grammar Girl fans out there): the evolution of the host read ad. I know, I wasn’t expecting that answer either. But you’ll appreciate how she illustrates the issue with an example from a men’s underwear advertiser.

In all seriousness, host read ads are a major topic in the business of podcasting as we balance the goal for perceived alignment with an influential personality with personalization enabled by companies like A Million Ads or Frequency. (Note: I’ll discuss the power of influencers in the upcoming Epi 32 with Danielle Wiley of Sway.)

For Doyle, the learning was about balance: how to deliver a strong response while preserving the integrity of hosts and authors. But another balancing act is tied to revenue and the competition for ears and ad dollars.

Another business consideration is discoverability. That’s where Doyle and team did a wide scale collaboration with Apple for the notable Driving the Green Book. Hear how they did, in fact, leverage cross-platform promotion in innovative ways – from reading lists to playlists. (Note: Hear show producer Juleyka Lantigua Williams on this from Episode 12 of Insider Interviews.)

“I think it keeps a lot of us in this industry up at night. We talk about revenue diversification a lot. In fact, I just did a panel for Digital Hollywood on revenue diversification. …You can’t just rely on the ad model anymore. You have to find new ways — like exploiting a podcast into a book or a film and TV. I think it’s going to be fascinating to see how podcasters leverage new tools that are available now through Spotify and apple, which have been available through Stitcher and Luminary, to be strategic about your content and then finding ways to expand and enhance that through a premium subscription. I think three or four years ago, I would’ve said absolutely not, but now I think there’s probably opportunity for that.”

“As people expand their listening and really become hooked on some shows that have that have a big ad load then spending a few bucks for a premium subscription to eliminate that might be very attractive.”

(This was where I noted that you can support THIS podcast and just “buy me a coffee”. Just sayin’ …. )

But don’t worry; there was more: Doyle also prognosticated on the future of consolidation in podcasting…and shared some of her favorite shows these days. So, make like that early bird, and catch all of Doyle’s words. You’ll be ahead of the curve.

More about Macmillan Podcasts: https://linktr.ee/macmillanpodcasts
Kathy Doyle on LinkedIn: https://www.linkedin.com/in/kdoyle2/
If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on apple, share this episode, and of course, “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com

Please follow on:

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@mossappeal

@InsiderIntervws

IG:

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Talking Business…and Podcasting…and Content! With Ken Kraetzer



For this quick but special episode of Insider Interviews I was in the guest seat! In highlights from my appearance on Ken Kraetzer’s show, “Talking Business” for CBSI, Ken interviewed ME to get my recommendations about how businesses can get in to the world of podcasting, best ways to leverage social media — and social audio — and why it’s key to create content across all platforms.

You’ll understand in just a few minutes how it all comes together for the show I’m producing for trade association, NATPE — their first-ever conference on the intersection of TV and Podcasting! (I’m very proud of this project and working hard to create a chock-full of takeaways agenda for content creators, marketers and producers across both screens.)

Ken also got a little bit of my life story — at least my career path, as well as a story about the good-news/bad-news of tech, when I recently confused a “Zoom friend” with an “IRL” friend!

You can catch the FULL VIDEO of my interview with Ken on YouTube where we also discuss social audio and social media best practices! https://www.youtube.com/watch?v=L6PU_IDU9iA&t=27s

Here are some links to topics discussed:

NATPE’s July 14th “ContentCast” Conference 

David Berkowitz’s Serial Marketers (Start with the newsletter. You’ll thank me.)

Erica Keswin on Rituals (Of course I’m going to point you to my podcast episode with her!)

Susan McPherson’s book, The Lost Art of Connecting

And check out PodcastMovement (I’ll be doing a virtual preso at the August event on B2B podcasting, but read their daily newsletter for great scoop.
If you found this helpful, or liked any of my Insider Interviews episodes, feel free to “buy me a coffee!”: https://buymeacoffee.com/mossappeal
If I can help you connect YOUR podcast/tv/content dots, or just get started, please reach out to me at podcasts@mossappeal.com

Please follow on:

Twitter:

@mossappeal

@InsiderIntervws

IG:

@insiderinterviews

@mossappeal

Facebook: InsiderInterviewsPodcast

 


The Rise and Rise of Bryan and Ryan: Podcast Entrepreneurs



Bryan Barletta of Sounds Profitable is known for being a guy that explains complicated podcasting ad-tech in a helpful, generous way. Ryan Rose of JoneKiri is an up-and-comer in the industry who has already made a mark by helping talent communicate across multiple platforms. Both started in podcasting. Both quit their day-jobs in podcasting mid-pandemic (!) to launch their own businesses. And both are succeeding wildly.

In this conversation they discuss with host E.B. Moss everything from how advertisers can go beyond traditional podcast ad exposure and pricing, to the implications of a “cookie-less world” to the better mousetrap of content marketing cross screen*. These are smart young turks who share a lot of wisdom.
We discuss:
  • How Bryan went from McDonalds to History Major to a major force in the developer space before landing in podcasting…and starting Sounds Profitable
  • Why this quote from his recent newsletter post sums up Bryan’s mission…and value:

When buyers have a hard time translating tools, metrics, and services between advertising channels we get friction, and friction prohibits more buyers from choosing podcast advertising as a viable channel. But that friction can be soothed with education.

  • How slowing down to focus on that education in the business can help speed up revenue
  • Why Megaphone, Advertisecast and Podcorn got snapped up…
  • And why HotPod and PodNews are read voraciously…
  • The imperative for diverse podcasters and the effort to support them by, e.g., former Insider Interviews guest, Juleyka Lantigua-Williams
  • Our “surprise mystery guest”, Ryan Rose makes his entrance and explains the what (and pronunciation!) of JoneKiri (hint: discipline and passion…)
  • The opportunity for talent to help offer presence across podcasting + + +…all screens!
  • Why a “cookie-less world” is not such a bad thing…especially in the podcasting world. (Guess who answered THAT one?!)
  • Why Bryan thinks Ryan “fits into a category of people that I think are going to be the next and hottest things in the next two years in podcasting” and why Ryan thinks beyond the pre- or mid-roll, and in fact staked his current career on it
  • The world beyond the CPM or CPA
  • Why they think I’m great. (Kind of love that.)

There’s a lot more. These are smart guys. You’ll want to listen. Again. And maybe again.

You can find Bryan on Twitter and https://soundsprofitable.com/

And Ryan and JoneKiri are on LinkedIn

If you found THESE tips valuable from Bryan and Ryan, I don’t mind if you virtually tip ME, and “buy me a coffee“! ( https://www.buymeacoffee.com/mossappeal ).

Please let me know if you have a topic or suggestion for a future episode on the business of media, marketing and advertising — or need help creating or marketing your own B2B podcast! *Stay tuned for big news — or ping me — about an upcoming conference I’m coordinating on the intersection of podcasting and all OTHER content screens!  Podcasts@mossappeal.com

Please follow on:

Twitter:

@mossappeal

@InsiderIntervws

IG:

@insiderinterviews

@mossappeal

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PS: This episode publishes on #EarthDay2021, so please also check out Epi 28 for all the good that Sustainable Brands has been doing since 2006.


Heidi Zak: Supporting Women with Brand Purpose



Heidi Zak has been in finance, in retail and in tech. Like most women, she’s also been in plenty of dressing rooms trying to find the right bra, leading her to build ThirdLove, one of the largest online bra and underwear companies in America.

Close encounters with the NOT ThirdLove kind of shopping experiences, meaning the universal ick-factor of cold hands and awkward measurement moments with in-store underwear salespeople, were part of Zak’s a-ha moment. So, putting all of her professional and personal experience together, she created a brand that disrupted an entire industry — to the great relief of uncomfortable women everywhere.

Her first-to-market service as a DTC bra retailer hit some, ah, curves, along the journey but Zak has been named everything from Goldman Sachs’ 100 Most Intriguing Entrepreneurs to a Fortune “40 Under 40”, and more.

Part of the accolades stem from how Zak has embraced not just brand marketing but brand purpose. Inclusivity at ThirdLove means being the only brand to offer more than 80 bra sizes, including their unique half cup sizing – and donating over $40 million worth of products to women in need. It has also helped evolve an old school industry previously defined by a narrow concept of beauty with a focus on inclusivity.

“We didn’t want to look like any other bra brand which mostly photographed skinny, generally white women with small boobs and generally did it in a really sexy way. So, we set out to build something radically different from scratch…. Back then there were barely any plus size models.”

Further iterating on inclusivity, ThirdLove launched a new initiative during COVID-challenged 2020: The TL Effect, to support entrepreneurial women of color.

“…Brand purpose has to be authentic, true to who you are and what you stand for, and what you’re building. Otherwise it can fall flat, or a consumer sees through it.”

While Zak and I commiserated about finding a proper fitting and comfortable bra I was a bit discomfited to discover that this rock star CEO/mom of two has managed to use her homebound pandemic time to also hyper-organize her home, when I haven’t even organized my sock drawer. In a conversation perfectly apropos Women’s History Month, hear how, in addition to organizing her home, this efficient CEO/co-founder has organized her company for success through adapting to the changes of the pandemic.

Envy aside, we discussed:

  • Her path from small town Main Street to Wall Street, Herald Square to Silicon Valley
  • How an encounter with the founders of Lyft drove her to solve another consumer problem, one bra at a time

“In 2012, if you look at what had existed [for bra shopping] at that time, there were department stores, Victoria’s Secret and some big box stores. There certainly weren’t online bra brands at the time. And that was the idea: better brand, better product, better online shopping experience for women.”

  • Zak on disruption and her definition of DTC, and why it was important for ThirdLove to “have a direct way to speak to our customer, to educate her, to bring her along the journey, to make her feel really comfortable.”
  • The product evolution — from one bestselling bra to their recently launched Fit Finder — and the pivot required by pandemic-era marketing
  • Navigating manufacturing and funding, especially as a woman seeking financing from primarily men (Note: McKinsey reports women are still only 21% of the C-suite and of those are mostly white women.)
  • Early-stage ThirdLove marketing tactics and positioning
  • How their innovative “try before you buy” program along with ads that asked if women were ‘Ready to graduate from Victoria’s Secret?’ drove 1 million new customers
  • How and why they leveraged podcasting as one of their main ad vehicles in 2015, baffling some investors
  • The pros and cons of linear and OTT TV
  • How ThirdLove spans Black History Month to Women’s History Month and beyond by uplifting women, in all senses of the word

“We were trying to figure out how ThirdLove was going to help support and impact change in the broader community. The TL Effect helps give female founders of color a little more of a voice in a crowded marketplace. We launched in June and picked our first recipient, Arra Simms, founder of Kewtie Nails.”

  • How ThirdLove keeps the conversation going with unconscious bias training required for all employees
  • The value of brand purpose to the bottom line
  • Aside from having Katie Couric in the ThirdLove influencer camp, Zak describes her use of micro-influencers: “real women who act as an advocate or a friend to the people who follow them.”
We wrapped with Zak projecting which industry, just as she disrupted one, could be ripe for a revision next.  Whatever it is I am certain Zak will be first to leverage the next new thing.

For those who caught my mid-episode mention of my podcast and content marketing services please reach out for help with podcasting to grow your brand. Click here to request a copy of my Seven Steps to Setting Up a B2B Podcast.