So What? Summer Makeover Series: Podcast Bonus Content - Trust Insights Marketing Analytics Consulting

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In this episode of So What? The Trust Insights weekly livestream, you’ll learn how to create valuable podcast bonus content to monetize your show and keep your audience engaged. Discover how to leverage simple AI tools like Gemini and NotebookLM to generate premium resources quickly. You will understand how to transform existing material into a newsletter, one-page summaries, and interactive content. Empower your show with new revenue streams and provide compelling podcast bonus content that your listeners will love.

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So What? Summer Makeover Series: Podcast Bonus Content

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In this episode you’ll learn:

Why to turn transcripts into podcast bonus content
What to do with podcast bonus content
How to use generative AI to create podcast bonus content

Transcript:

What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode.

Christopher Penn – 00:00
Well, hi folks. This is the marketing analytics and Insights live show. This is our second week without Katie. She is off in the wilderness chasing down bears or dogs or something.

John Wall – 00:47
Living freed of business and AI for two solid weeks. Exactly.

Christopher Penn – 00:52
Produce all the week. So today’s episode is part two of our summer makeover series. Last week was a very tactical show. So this week, we’re going to go in the opposite direction. We’re still going to use lots of generative AI, but we’re going to go as low tech as possible with nothing more than out-of-the-box tools and some prompts and things. So today’s episode, we want to focus on bonus content for podcasts because one of the things that you do with shows like this live stream shows like Marketing Over Coffee and stuff is you go and you spend a lot of time building a great show. But a lot of podcasters, especially and creators in general, are saying, how can I monetize? How can I monetize my show? Especially if I can’t get big dollar sponsors?

Christopher Penn – 01:37
Or maybe I have sponsors and I want to break up my sponsorships to offer multiple tiers or multiple formats. We see this in trade shows a lot, like you can sponsor the lanyard, you can sponsor the lunch and all that stuff. So today, we’re going to look at how would you create that bonus content using generative AI so that you can get more mileage out of the content you create and have essentially more opportunities for eyeballs. So, John, let’s start with Marketing Over Coffee, since that’s what we’re doing working on today right now. From the listener’s perspective, what do they get when they are a part of the show?

John Wall – 02:12
Well, they get, you know, they download the audio file. That’s the key product. That’s what they’re in for. And then the only add-ons are a newsletter and text line so they can sign up for the text group to get text messages so they can get early access and the chance to win prizes. We tend to give stuff away that comes in and then the newsletter is a summary of everything that’s going on. You know, over the past year, we haven’t had any sponsors that have taken advantage of the newsletter. So that has just fallen to the back burner. I rarely crank that out at all. But, you know, it is there. The infrastructure is there if I were to do it.

Christopher Penn – 02:46
Got it. Okay. So let’s start with first of all, if we want to create stuff, we need to have an idea of what the stuff should look like. And so we need a brand style guide for the show. Where do I find that, John?

John Wall – 03:03
Basically, yeah, you’re looking at the homepage there. That’s about as much style guide as we have. I have a file on my desk of a few logos, but yeah, it’s pretty bare bones. Aside from the logo of the show, there’s not much else aside from our voices.

Christopher Penn – 03:16
Okay. So the first ingredient we need to manufacture is a style guide. I’m going to go over to Google’s Gemini and again, you can use any tool for this. ChatGPT, Claude, Gemini, Deep Sea Grok, take your pick. I’m using Gemini because it’s convenient for me, but it is not a requirement. Anything will do. And we’re going to start off by saying something along these lines. Let’s let me get the actual logo. I’m just going to drag and drop it in here and I’m going to say something like this: “Based on the logo provided, infer the brand style guidelines for the Marketing Over Coffee podcast. What fonts? What colors? Use Google Fonts as much as possible. We want to do that. Provide colors as hex codes for HTML. For headlines, what font should we use for body copy?”

Christopher Penn – 03:59
What font should we use for main and accent colors? What should we use? And we’re going to hit go on this. I’m using the Gemini Pro model, which is currently the smartest model that Google has to offer. But again, if you’re using OpenAI, I recommend using the G3 model. If you’re using Anthropic’s Claude, I recommend using the Opus 4 model for the smartest thinking. I will caution you with Anthropic Claude. If you use Opus 4, you get like five uses every eight hours. It’s, it’s really heavily limited. It says, okay, based on the provided logo, here’s an inferred set of brand style guides. Primary font Alpha Slab 1. Body copy font Lotto. Color palette: Deep Espresso, Cream White, Sunrise Red, Warm Orange, bright yellow. So what do you think about that, John?

John Wall – 04:45
Yeah, they’ve got all the warm coffee colors that we’d be looking for. The fonts are a little out, but that’s, you know, everybody’s got their family of fonts. I think if we’re staying within the Google realm, that’ll be great as far as web optimization.

Christopher Penn – 04:59
Okay. And more than anything, we’re staying within Google Fonts because we know that tools like Gemini are capable of reading it and being able to insert it into their canvas. So we’ve got our show. We now have brand style guidelines. You mentioned the newsletter. How do you make the newsletter?

John Wall – 05:20
That’s over in Ghost. You know, it’s a matter of just looking at like the last four or five shows, picking out the key stories and then doing a summary on those stories. So there’s basically it’s the editor’s intro, the four biggest shows, a blurb for each, and then I usually close with some kind of something from the gear watch section or media. And that goes up on Ghost, which is hosted as its own blog page over there. And then that’s also the email Autom – Automobile email automation system, which I can’t say for some reason. So that’s how it gets out to the rest of the mailing list and, you know, gets the clicks and sponsor eyes.

Christopher Penn – 06:00
Got it. And do you do the writing?

John Wall – 06:03
Yeah, yeah, that’s all manually crunched.

Christopher Penn – 06:07
Okay. That seems like a lot of work. Let’s what we did last week, if you remember, in last week’s show, went through and we essentially automated the transcripts of all the recent episodes, which is something that we would want to do and you generally want to do. So I’m going to go ahead and just pull up the last four episodes now. There’s one episode here, call over on the video, which was just a very short episode that didn’t have a whole lot there. So we’re going to want to skip that one. We’ve got four other episodes we have now with more three-day weekend. No project. New big. No fees too big. Jason Keith and the new search and LinkedIn guide. Those. Do those look about right?

John Wall – 06:45
Yeah, yeah, that’s definitely the last few weeks.

Christopher Penn – 06:48
And we can see, like, yeah, for this one, the, this was, this is now with more three-day weekend. This is a short one as well, so we should give that one a. And instead this one, this interview with Eric Schwartzman, it has its transcript. So we’ll, we’ll use these four shows as the basis for the newsletter because those two placeholder shows really aren’t helpful. So let’s go. And I’ve done is, I’ve gone ahead and downloaded the transcripts. The, the pages and the transcripts, they are just plain old text files. I’m going to go into Google Gemini. I’m going to start a new chat. Who is our listener?

John Wall – 07:27
Oh, our listeners are marketing and sales professionals who also follow tech. What is it? 40, 60 female, male, average age 38. I have some other stats I have to pull out on that.

Christopher Penn – 07:43
Okay. So let’s see if this sounds right. 35 to 55 Senior Titles Director VP. 3555 is the largest, second largest cohort of marketers. So gender agnostic, Higher Education, North America. Solid purchasing power. Does this all sound about right?

John Wall – 08:03
Yeah, yeah. That’s all in the same bandwidth there.

Christopher Penn – 08:07
Okay. Values, efficiency and ROI Personality analysis. So what we’ve done here is we’ve got an ideal customer profile. Now, this is something that Trust Insights offers, and if you would like to get one, you can just talk to John by going to Trust Insight and we’ll sell you one. I’m going to use the ideal customer profile as part of the newsletter generation. So my prompt for this is going to be fairly exhaustive. We’re going to let’s go ahead and get those four episode transcripts. I’m going to drag them in and they’re just plain text files. There’s nothing at all special about these. I’m going to then say, let’s make a newsletter of the past four Marketing Over Coffee episodes. The newsletter will take each episode and provide a summary in three parts following this format. So we’re going to use markdown.

Christopher Penn – 09:00
We’re going to have the title of the episode, the link to the episode, a brief summary and three takeaways. We’re going to use the Marketing Over Coffee Ideal Customer profile and we’re going to match up the episodes with their transcripts. So I need to insert the Marketing Over Coffee style guide. The ICP, our ideal customer profile. So we now have five attachments and let’s go ahead and see if Gemini can correctly sew this together, taking each transcript, matching it to each URL and ultimately providing newsletters. So no project. New Big. Too big. No fees. Too big. Summary. The recent lawsuit by FTX and Neil Patel. He key takeaways. Jason Keith pleads the case for more bad ideas. Three takeaways from that episode. Systematic creative process. Team’s best ideas are blocked by unexamined constraints. True creative breakthroughs. The new search.

Christopher Penn – 10:00
New LinkedIn, smart glasses and Oracast. And then Eric Schwartzman. So how does that look?

John Wall – 10:05
Yeah, that’s a lot. I mean, that’s much heavier than the newsletter. The newsletter, I usually would just grab one of those takeaways, you know? I mean, just looking for a teaser to get them to click through even.

Christopher Penn – 10:14
Got it. Okay, let’s say, let’s make this more concise. The goal is to tease the reader into visiting that show’s episode. We’ll shrink this down a little bit. A good teaser is crucial. Summary is shorter, more engaging summaries. So it shortened the summaries. Did the takeaways.

John Wall – 10:55
Still like to takeaways, which is fine.

Christopher Penn – 10:59
But this process would allow you to basically take a month’s worth of episodes and in less than two minutes create a much shorter process for building a newsletter. And then from here, we could go and we could spit this out as a Google Doc. So, and you can copy and paste that right into Ghost. And that would save you a tremendous amount of time because you no longer have to do that manually.

John Wall – 11:26
Yeah, I just grabbed those summary blocks, put them as blocks over in Ghost and that covers the copywriting.

Christopher Penn – 11:33
Say, eliminate the takeaways entirely. They take up too much space. One of the nice things about the canvas, and again, Canvas is available, ChatGPT, Gemini and Claude. Claude calls it artifacts. Is that the AI tool can edit the document rather than have to produce it again. So it’s just constantly making edits. So now this is the much shorter version. The takeaways are gone. Now it’s just an episode summary.

John Wall – 12:02
Yeah, that’s solid. I mean, that pretty much that’s already starting to look like just what the template is.

Christopher Penn – 12:06
Exactly. Now if we wanted to kick this up a notch, we could say, let’s add the brand style guide. Okay. Now render this set of summaries as a full newsletter following the Marketing Over Coffee style guide. Render using HTML, CSS, Tailwind and other appropriate client-side technologies. And just to ensure that it does a decent job, I have a special knowledge block for building with client-side technologies. We’ll see if it can come up with something that is even more attractive and appealing. Or it might just be a hot mess, who knows? But if your Ghost install has style sheets that are built in, you could even provide a link to the style sheet so that the tool would create the appropriate HTML that works. With Ghost style sheets, you have to do almost no formatting whatsoever.

Christopher Penn – 13:15
And it would have inherit all the colors and all the logos and emoji and all that stuff all automatically. And here comes the HTML. All right, the newsletter logo is wrong. So let’s fix that. It should go in. Repair that very generic placeholder while it’s doing that. It’s locked while it’s making edits. Let’s see. There we go. Marketing Over Coffee with the correct logo. We’ve got our blocks. And then you are receiving this email because you’re awesome.

John Wall – 14:13
Yeah, that’s crazy. They’re getting a good footer in there.

Christopher Penn – 14:17
So this code now you could pop into code mode and literally copy and paste the HTML right into Ghost. That’d be ready to go.

John Wall – 14:23
Yeah, that’s. Each of those bits is perfect.

Christopher Penn – 14:28
Now for bonus content. That’s the newsletter. What else could we create for people that would maybe go in the premium subscriber area? If we had a premium subscriber area like a Discord channel or something, what would you want to give somebody that make like, yeah, I’ll pay you $10 a month for this?

John Wall – 14:47
Yeah. You know, summaries we talked about like this. If there was some kind of summary of an episode, you know, so if somebody for some reason can’t listen, they could go back and, you know, get a one-page sheet of what that episode was about. That could be interesting.

Christopher Penn – 15:01
Okay, well let’s try that. Let’s go into Gemini and we’re going to say, let’s make a summary of the most recent episode of the Marketing Over Coffee, marketing for as a search post infographic. I’ve attached the brand style guidelines. We’re going to need brand style guidelines. We’re going to need the ideal customer profile. So, you know, to prize prioritize the infographic and we will use. Let’s use episode 877, which is the most recent one. I think actually no, 876. Drop that in and let’s see. We’ll do this in. Can’t use HTML, CSS, Tailwind and other route client-side technologies. We’ll also put in our client-side visualization patterns.

Christopher Penn – 16:04
And because we know that it screwed up the logo last time, we’re just going to put that logo in from the start and see if we can get it to produce a nice one-page summary in something more visual now as it’s crunching away at this from a monetization perspective. John, how would you get this? Like, where would you have the premium area?

John Wall – 16:32
Yeah, that we’d have to actually Ghost can support paid subscribers as part of their infrastructure. So it would be that tool or something similar.

Christopher Penn – 16:41
Got it. So after an episode, then if someone was paying $10 a month, they would get a special paid subscriber-only email.

John Wall – 16:49
Yeah, yeah, it’ll push via email and then they can get it on demand too if they want to go to the website.

Christopher Penn – 16:54
Okay, let’s see how we’re doing here. Oh, wow. This week’s brew key takeaways from the 8876. The HubSpot chat GPT connector. Your CRM data is at risk. The FTX versus Neil Patel lawsuit. The bottom line for leaders, the futures here. Google V.O. three. End of an era, free lunch is over. Gemini AI Studio. So that is actually really good.

John Wall – 17:29
Yeah, yeah, it’s interesting, you know, what it chooses to. What it chooses to grab. But yeah, the layout is solid.

Christopher Penn – 17:36
Well, it chose to what to grab based on the ideal customer profile. So if you wanted to have it share something different, you would need to tune it or provide it manual instructions on how to say like, hey, these are the things that should be featured in an episode summary.

John Wall – 17:56
Well, the same thing, the drafting drop. And we can tweak and move the blocks, which is no work at all compared to the writing of the thing.

Christopher Penn – 18:03
Exactly. Okay, so now for the premium subscriber, for the creator who’s looking to monetize. We’ve got the original content which is the audio. We’ve got the transcript on the website, which probably needs some cleaning up still because there’s still some disfluencies and things in there. We now have the newsletter and we now have a, a one-pager summary sheet. What else?

John Wall – 18:29
Well, video clips is something that we’ve talked about forever. Is something that people can get to. Yeah, unfortunately, we have a problem with, you know, for a lot of podcasts and video podcasts they will do, you know, three hours and they boil it down to one. And so then they have all this extra B-roll to give away. Whereas we are leaning, you know, everything we do goes out the door on the main package. So we don’t have as many opportunities to. We don’t have any excess content lying around.

Christopher Penn – 18:57
Got it. Depending on the system you use, you may have pieces, a way to dig out pieces from your system. A real simple example of that is we record our show in Streamyard and Streamyard has an AI clips function right inside the library. I can hit the generate button there and in 15 or 20 minutes it will create 30 to 60 second mini clips from the episode. This is nice because this is. It’s built into a service we’re already paying for, so we don’t have to pay extra for that. I mean, there are a lot of extra services like Descript and Opus Clips and all these other places that offer bountiful opportunities to pay more money. Generally speaking, we’re trying not to do that.

John Wall – 19:50
Yeah. Have you played around with this? I have not dug into this at all. I’m wondering, it’d be interesting to see how good the clips are. What, what does it think is noteworthy and what do you get?

Christopher Penn – 19:59
Well, I guess I hit generate. So we’ll see what happens. We’ll, we’ll park that and come back to that. One thing that a lot of people really like about Marketing Over Coffee is that as a show, it’s a practical show. There’s not a lot of navel-gazing. It’s usually either things that are happening now or things that we should be doing. So what if we were to say, instead of a summary, let’s create an action-oriented checklist based on this episode of things that people should be doing based on the transcript. What three to five things should a listener do? Immediately? Make the checklist as a new document in the canvas using the MOC style guidelines and the ICP as a guide for what to put in the checklist. So what we want to do is maybe create an action guide.

Christopher Penn – 21:02
That way, it’s not just, hey, here’s what was in the news, but here’s what you should do about it. Because I know for me, I listen to a lot of podcasts and some of them are just fun, but some of them, like, yeah, I kind of wish I knew what to do with the information.

John Wall – 21:18
Yeah, like you said, that’s high value because we go out of our way every episode to have two or three things that, like, okay, you can go do this now. To boil those down, that is interesting.

Christopher Penn – 21:30
It is doing another render here. That’s nice. It’s even got our fonts and styles and stuff. This, by the way, is why I use Google Fonts, because Gemini can stick it right in the HTML and I don’t have to wrestle with that. All right, your action checklist. Four things to do this week inspired by 876. Number one, audit your AI data policies immediately. The court ruling impacting the HubSpot chat GPT connector is a major warning. That’s okay. Two, stress test your agency ROI. Your action, pull one major vendor contract. Find the SW and hide the specific measurable KPIs. If you

John Wall – 22:11
can’t find any, it’s time to find the contract. Wow.

Christopher Penn – 22:29
Yeah, we’re not all going to have a client who’s been overcharging us 20 million a month, but. Yeah, but the principle is there. I actually love this. This is better in the summaries as far as I’m concerned, because this is kind of like, hey, here’s where there might be some hidden gold because of changes in the world.

Christopher Penn – 22:29
Exactly. Number three, review free AI tool dependencies and refer scope AI-generated video. Forward a link to a V.O. 3 demo to your content lead. Ask them for a one-paragraph summary on how this might change their 2026 strategy. Low effort, high strategic value. That’s really good advice.

John Wall – 22:44
Yeah, well V.O. 3 like we’ve already seen some just insane stuff that’s like, that is, yeah, that’s totally newsworthy for that week also.

Christopher Penn – 22:53
And what I like about this is there’s, you can tell when I hover the mouse over these things, there’s a little bit of just movement on them. So it’s got just a little bit of those effects, which is pretty nice in terms of what we could generate as bonus content for each episode. Now one other thing that I think would make really powerful bonus content is the ability for us to have interactive content. Interactive archives. We have had Seth Godin on Marketing Over Coffee, probably more than any other guest. At last count, I think he was on 12 different times. Does that sound about right?

John Wall – 23:35
Yeah, yeah. Because he’s had, you know, like I don’t know, 16 best-selling books now.

Christopher Penn – 23:40
So what if you were to go, and this is super rudimentary, as low-tech as you can possibly get. I was going to go to Notebook LLM. I’m going to create a new notebook and I’m going to take just the transcripts from the 12 Seth episodes and plunk them right in. For those who are unfamiliar, NotebookLM is summarization software. What makes it different than other AI tools is that it will only return answers from the data you give it because it’s powered by a specific locked-down version Google Gemini and it will show you citations in the left-hand rail from which source it’s getting its information. Let’s say I’m in this and I might say, I want to know what Seth Godin would think about my company and its marketing.

Christopher Penn – 24:32
We are an AI consulting firm for B2B and B2C marketers focused on analytics, data science and AI. What questions would Seth Godin challenge us with as marketers? And to put a a bit of a point on it, the total corpus of Seth Godin’s knowledge base is something like I want to sit around two megabytes. Two megabytes of text is a tremendous amount of text, of raw text. So here saying, drawing on Seth Godin’s philosophy as presented in the sources, who would likely challenge your AI consulting firm with a series of insightful questions designed to push beyond conventional metrics and embrace a more human-centric approach to marketing on the purpose of application. How does your AI and data science specifically enable marketers to foster deeper human connection? Are you helping clients use AI to build trust and earned attention in B2B context.

Christopher Penn – 25:39
How do your solutions establish tribal behavior and emotional connections? How do you ensure your AI helps marketers create products and services that are worth being criticized for? These are actually pretty solid.

John Wall – 25:52
Yeah, it definitely mirrors, you know, the concepts of the books.

Christopher Penn – 25:57
And so this is our data from Marketing Over Coffee. What we could do if we wanted to offer this as a premium product for our subscribers is I can go here to the share button and Gemini or Google Notebook LM now allows AI to have a welcome note and B, anyone with the link can either access the chat only or the full notebook, including the sources. And then to our premium subscribers, we could say, hey, you can chat with a virtual Seth Godin based on the 12 Marketing Over Coffee episodes. You could chat with a virtual version of Christopher Penn and John Wall from the 400 episodes that we’ve done. And ask it the, ask these, the synthetic collection of resources. How would you, what advice would you give based on this very large corpus?

John Wall – 26:51
Yeah, that’s interesting. And so, yeah, I guess that could just post over and ghost. That would be in the premium content. So it would only go to people that are already on that list. I mean, that’s a little bit Swiss cheese. They could forward it around. But that is an interesting way to give that only to the folks who are paying subscribers.

Christopher Penn – 27:11
Exactly. And, and again, it’s one of those things where this archive, obviously you know what you might do depending on the next time Seth comes around? You might delete this archive and just build a net new one with a new URL so that people who’ve been sharing around the old one, it just goes away after.

John Wall – 27:27
Yeah, right. They, they get cut off once the new edition comes out. That makes sense.

Christopher Penn – 27:31
Exactly. So this is a super helpful way to get data out of these things. You could, if you wanted to, because Notebook LM supports these built-in content creation tools, you could put together like your own study guide for Seth Godin. Right. Or if you were a, offering stuff to your community, you could say like, hey, you know, this week we’re going to have a, you know, the Seth Godin book club. We’re going to talk about Linchpin and we’re going to talk about, you know, Purple Cow or whatever and build the interactive discussion stuff inside your forum. So if you are a creator who has a community in a place like Discord, for example, you could use this to generate question-of-the-day stuff based on, you know, what’s going on.

Christopher Penn – 28:17
You have, you could load episodes of the podcast in general in here and say, hey, for, you know, this week’s. I need five questions for my community, one a day for this week’s discussion points based on last week’s podcast.

John Wall – 28:32
Yeah, yeah, that’s. Question of the day is. That’s a wonderful word for anybody that’s managing a Slack group and needs to come up with that. That’s always a challenge to keep grinding the crank. So to have a few. A full queue of that is fantastic.

Christopher Penn – 28:45
Yep. Let’s check in on Streamyard. Streamyard is churning away. We can see that just from this last episode, it has identified six snippets. They are all showing currently zero percent processing. So I would not hold out hope that it’s going to be done anytime soon. But in terms of process, that’d be one of those things where at the end of after you’ve done a recording, you can figure that generation and by the time you’re ready to start processing the episode, putting it up online and things, you would have the snippets that could be ready to go.

John Wall – 29:18
Yeah, and that’s, yeah, it’s just, that’s the kind of thing, you know, you could queue it up overnight and when you come back in the morning, it’ll be good to go.

Christopher Penn – 29:25
Exactly. So to recap. A, you can build, you can and should build your own coherent brand style guide because that’s important. B, you should be using things like ideal customer profiles and strategic analyses to have the tools for AI to chew on. C, make a newsletter, right? Take four episodes of your show, take the transcripts because we covered transcription last week, put them in, and as you watched in the lowest tech way possible, Gemini turned into a newsletter. We made some iterations and edits and now we know that we’re going to do that again. We would say, okay, let’s, you know, make sure that, let’s take out the takeaways and just give the summaries and apply the style guide. We looked at building infographics summaries of the show.

Christopher Penn – 30:20
We talked about building a punch list, three to five action items from every single episode for your premium subscribers to say, go and do these things and it will make your marketing better. Let us do the thinking for you. We looked at tools built-in that have snippet generators already that you can take the social chunks and give those to people to help share and socialize them. And we looked at NotebookLM as a tool to create premium libraries of content. You could have it all in one if your show doesn’t have a ton of episodes or you could have it made by subject. So you might have a library of just account-based marketing shows or a library of just interviews with Seth Godin and so on and so forth. An AI library.

Christopher Penn – 30:59
And let your listener community interact with that library of human-generated content in a tool like NotebookLM, where it’s guaranteed to be sourced, cited and sourced from something real and not something that the AI tool made up.

John Wall – 31:15
Yeah, that’s a full stack of stuff. That’s enough to, you know, at least get a few things out there and. Yeah, make the case for having some stuff behind the paywall.

Christopher Penn – 31:24
Exactly. And so if you said for $10 a month, you get your action list every week, you get your newsletter every month, you get your weekly summary, and you get access to the premium notebooks that allow you to query your stuff because yes, you could do this yourself. From any podcast that has its episodes in public, 99.9% of people are not going to go to that effort to put this together. So you could definitely offer it as more than anything just for the convenience of it, but also for the secret sauce behind how you do your prompts.

John Wall – 31:59
Yeah, no, I like it. It’s definitely full basket. It’s got, it’s got legs.

Christopher Penn – 32:04
Speaking of which, Jamie asked long time listener to the show, are we going to make any of these prompts or other knowledge blocks available and or share? Not publicly. We will put. I can put the client-side visualization block. Does anyone really want the Marketing Over Coffee style guide? I don’t know that’s all that helpful, but certainly the client-side visualization block we’ll put in our Slack community. So if you are not a member already, go to Trust Insights, AI Analytics for Marketers and we’ll put a copy of that block in there. And I can put the prompts from today’s episode in there as well. Folks want to just copy and paste them. However, I would say you’re probably better off building your own because I literally just put these things together before for lunch. They’re not the world’s most robust prompts.

John Wall – 32:55
No, but you know, nobody wants the MOC style guide, but they, I’m sure they would like to take a look at a prompt to

Christopher Penn – 33:01
create a style guide that’s worthwhile. Oh yeah, for sure. So what else, John? Is there anything else that you can think of that you could convince someone to pay $10 a month for? Because if you think about, if we have say 5,000 listeners of Marketing Over Coffee. I forget the exact number. It’s a lot more than 5,000, but I think we have like 5,500 like die-hards that will tune in for every given episode. And you were charging $10 a month for premium content. If fifty grand was on the table every month, you would probably make time for the newsletter, right?

John Wall – 33:32
Yes. That would be a whole different economic model that would be worth chasing.

Christopher Penn – 33:38
And if you’re now creating the Weekly Action List. The Weekly Action List, sponsored by Trust Insights.

John Wall – 33:49
Yeah, right. It could have a logo on it as it goes out the door, even. And hot links too. It can be totally dynamic too. People could jump to what they need to dig into deeper.

Christopher Penn – 33:59
Exactly. It’ll be. It’s one of those things where if you want to monetize, you can use all these tools. And today we did absolutely nothing special like we did. Literally. There’s no high tech, no coding, no behind-the-scenes craziness. Literally just copy paste, copy, paste, copy paste in two tools, Gemini and NotebookLM. That’s it. So I would encourage anyone to try this out for yourselves and to use it as a way to add value to your communities. Because even if you didn’t have a premium community, if you didn’t charge $10 a month, if you just wanted to retain your audience compared to another, you know, a different podcast, suddenly a flood of, oh, here’s extra bonus content to keep your audience engaged. Maybe your show goes out on a Wednesday and you have bonus content appear, like on a Saturday.

Christopher Penn – 34:56
That might be something that, to the listeners of your audience to say, like, gosh, I’m gonna keep listening to the show. Or for those people like, just can’t get to the show this week. What’s in the Marketing Over Coffee action list?

John Wall – 35:08
What?

Christopher Penn – 35:08
Have I got it? What do I need to know?

John Wall – 35:11
Yeah, that’s a big one. Because you have attrition, you have shows that, you know, people just don’t have time to get to every week. So having that list where they’re not going to miss the key points is worth a lot.

Christopher Penn – 35:21
Exactly. All right, so folks, if there looks, look, there are no other questions and things. Oh, Jamie did follow up and say, I work weekly through the somewhat reverse process of transforming weekly newsletter various other flavors of Halo content. Yep. Yeah. So if you go back to three weeks ago on our YouTube channel, you’ll see the Transmedia framework that we did, taking one form of content and spinning it into other forms of content. We use 11 Labs and things like that. But certainly the bigger your initial piece of content is, the more rich and the more you’ll be able to spin off other pieces of it.

Christopher Penn – 35:55
And the other thing I would strongly encourage you to have is you should absolutely have that ideal customer profile because without it, you’re going to probably make stuff that you would want and you are not your audience, which is always a problem.

John Wall – 36:07
That is probably one of the greatest ironies of marketing is that the marketer can’t come up with what the customers really want.

Christopher Penn – 36:13
Exactly. So if there’s no other questions, then we are going to wrap it up for this week. Thank you for watching as always and we will see you all next week for more of our site. Wait, not next week. We’re off for next week for the 4th of July holidays. So in two weeks we will see for more of the summer Makeover series. I know we’re gonna be redoing our opening and closing title sequences because Katie is tired of the Berlin style techno and the stock clip art that came with, I want to say Camtasia 2019 is right.

John Wall – 36:42
Yeah, yeah.

Christopher Penn – 36:43
And we’re going to be also at some point assembling Katie’s new book because she has done now what seven years of Trust Insights podcasts and live streams and things. There’s more than enough material there to make a book out. So we’ll see you all in two weeks. Thanks for tuning in and we’ll see you on the next one.

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