Podcast Guesting For Authors: Maximize Your Interview Promotion

Stop letting your podcast interviews fade away! Each guest appearance is a goldmine of credibility and authority waiting to be tapped. Don’t just share it once – ignite a content explosion that will captivate your audience and establish you as the expert in your field.

In this dynamic follow-up to Podcast Guesting for Authors, leading podcasting authority Tracy Hazzard reveals the insider secrets to maximizing your interview’s impact. Learn to transform a single conversation into a wealth of engaging promotion content that boosts your SEO, expands your network, and positions you as a go-to expert.

Discover:

• Ninja-level content repurposing tactics to extract maximum value from every interview.
• Proven strategies to leverage social proof and establish yourself as an industry leader.
• How to create a consistent stream of valuable content from your guest appearances.
• The power of strategic networking and collaboration sparked by your interviews.
• Utilize paid promotion tools to automate the sharing of your podcast guest appearances, expanding your reach and saving you time.

Don’t leave your hard-won insights buried in a podcast archive or on your press page. Join Tracy Hazzard and unlock the full potential of your podcast guest appearances to captivate more readers and sell more books.

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Watch the episode here

Listen to the podcast here

Podcast Guesting For Authors: Maximize Your Interview Promotion

Welcome to Promote, Profit, Publish. I’m your host, Juliet Clark. This is part two of Tracy Hazzard‘s training. We split it up, and if you missed the first one, which was on podcast guesting and content-rich, you can go over to PodcastBookPromo.com and pick up that recording there. This episode is all about part two, which is, “How do you promote once you’ve been a good guest?” What makes you a guest that people want to have back again and again, and will refer to their other podcaster friends? Stay tuned for that.

Here is a little bit about Tracy Hazzard if you missed the last one. She is a seasoned media expert with over 2,600 interviews from articles in Authority Magazine, BuzzFeed, and her Inc. Magazine column, and from her top-ranked multiple videocasts and podcasts like The Binge Factor and Feed Your Brand, one of CIO’s top 26 entrepreneur podcasts. Tracy brings diverse views from what works and what doesn’t work in marketing, branding, and media from thought leaders and industry icons, redefining success around the globe.

Tracy’s unique gift to the podcasting, marketing, and branding world is being able to identify that unique bingeable factor, the thing that makes people come back again and again, listen actively, share as raving fans, and buy everything you have to sell. Before we get to Tracy quickly, I want to remind you about our July event. We didn’t have one in June. We had our panel this month instead. In July, our guest is going to be Kristy Johnson, and she’s going to be talking about book development, The Pre-Game Show: Getting Ready to Write Your Masterpiece. That will be on July 11th. I hope to see all of you who want to write a book there, because the best books come from good developers. Stay tuned for Tracy.

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Maximizing Podcast Guest Appearances

Tracy, welcome. Take it away.

I’m so glad everybody is here for part two because this is the most important part of guesting. Everyone thinks that it’s getting the guest spot that’s the most important part. What you do with it matters more because you can do a lot more with much less than you think, once you understand how you’re going to share out and promote your podcast episode that you were a guest on. What we’re going to talk about is how to use that podcast interview so it’s more valuable than just the PR ability of being on someone’s show. It’s got to be more than that.

I’ve done well over 3,000 interviews total between my years doing it for Inc. Magazine and doing it for the various podcasts that I’ve had. People don’t do more than share it once and then never again. I know so many of my guests never got the full value out of what they could be doing with it. We’re going to talk about how to transform that, what you should transform it in, and then how you can use it for things like search engine optimization, getting them to your book landing pages with the right topics, networking, authority building, and all kinds of opportunities once you utilize this repurposing of your guest spots.

We talked a little bit about this last time, where we were talking about these advanced tactics. Our goal is to share, to get long-lasting value for it on our website, search engine optimization in our niche, and then leverage that to get a bigger network because the whole point of going on somebody else’s show is to get introduced to somebody else’s audience. We need to maximize our ability to do that piece. Everything that we’re going to talk about here centers on these three principles. We want to get all of them out of everything we do because the last thing I want to do is do one little thing that does one thing, and then it’s done. I want it to continually add value. I want it to do it again and again. Every time I reshare something or embed something, I want it to get long-term lasting value for me and my business.

I do want to touch on social media from a strategic standpoint. I’m very sure you guys know how to share stuff. One of the most underutilized things is that when I share somebody as a guest on my show, they rarely do these four things. You want to do this on the post that your host made. You want to do this on the show, the episode, and the shares, any share. It is all the shares that center around your episode that you were a guest on.

Every time the host shares something, you need to like it. Every time the host shares something, you need to comment on it, even if the comment is as inane as thank you. It doesn’t matter. If you only have time for that right now, hit thank you as soon as possible. Do these two things immediately within 24 hours. You know how sometimes the host will send you an email saying, “Your post went live today,” or “Your episode went live today.” That’s the day you go check their social media and keep checking it. Make sure you like and comment every time.

When it posts, immediately reshare it. Make a little comment, add a little personal commentary ahead of it, but then reshare it. When you reshare it, add a hashtag. This hashtag needs to be something that’s going to help you sell your book, not your book title, and not your name. It is a hashtag for the category, for the niche. Rom-com, if that’s what it is, self-help, any kind of spirituality, or anything that is in your niche. Try to create it specifically so it would be the core key topic.

It’s then your turn to do stuff. That’s what this is. Tips, quotes, clips, and highlights are the things that we do. You want to do them in squares. You want to do them in verticals. You want to create stories, anything that you want to do. You have so many AI tools that you can use for this. You can drop the video into Google Gemini or ChatGPT, and you can ask it to give you memorable quotes. You can even tell it, “I want those quotes to come from me, not the host, but from me, the guest. I want them to be from that. I want them to be insightful. I want them to be soundbites. I want them to be complete tips or thoughts,” and it’ll give them to you.

You do have to be careful and make sure you’re asking for it short enough, no longer than two sentences. When you do that, it’s going to give you all those. You can use a tool like Opus.pro, drop it in, and get 20 to 30 highlights from an interview. Pick and choose the ones you want, create the captions, have your clips all done and ready, and now you’ve got about twenty weeks’ worth of clips if you want them. All of these are not something you can expect the host to give you. We at Podetize and anyone who’s managed under our podcasting have seven assets only.

Boost Social Media Shares

We don’t give them more than three clips of a show. Chances are pretty good that the hosts got clips of themselves and maybe one of you. You’re going to want to do this piece beyond sharing their stuff. If you rely on the host’s stuff, it’s not enough. It’s not centered and focused on what you want. We use something as a specific share for the hosts, and you may want to do this if you don’t receive it. We call it Ego Bait™. I told you I used to write for Inc. Magazine. I thought the Inc. logo was a big deal. Who wouldn’t want to put that on their website and share that on their social? They would put “as featured in,” and then they put the Inc. logo, but they’d never even link to the article.

They would never even say anything about the article. They would never read or quote what I said about them or their company in the article. It was a huge miss. I started to send an email that had this graphic in it, and I would send out this graphic. I would say, “Here’s something you can share on your social media. You can also embed this in your website, and here’s how you do that. Put it on your press page and make sure you link to this link.” I would give them the full-length article link. It wasn’t Inc.com, and then somebody had to go find the article, which is next to impossible when you have a magazine that’s also closed. That expects people to be signed in. This way, they would go specifically there, and it’d be one of your free articles.

That was another reason why I did this, and I started to share this. We called it Ego Bait™ because somehow it stroked the ego of that guest that I had or that person that I interviewed, and they would finally share it. We increased our shares by 80% from sending out the email that says you were featured to sending them out this, and getting them to share it immediately. These are things that hosts should be doing. They’re not. I can tell you that they’re not because it dramatically changes the sharing that happens when they come on our platform. I know that they’re not doing it ahead of time, and they are doing it after.

Here’s the key thing. If you’re going to put the picture of the host and you on it, this quote should be something the host said about you. For instance, in my show The Binge Factor, I interviewed Pat Flynn, who is considered to be the godfather of podcasting. I’m the queen, but I learned from the godfather. I said about him when he was on my show, I actually said this quote, “Pat Flynn is one of the best teachers, not just for podcasting, but for creating a whole digital business.” He was so excited because I said a keyword that mattered to him, which was about what he was selling next, “whole digital business.” Digital business is what his whole new business was focused on.

When he shared this, he shared the hashtag #DigitalBusiness. He keeps sharing this. He’d share this about 2 or 3 times a year easily. We did that interview in 2021. It’s fairly old, and he’s still sharing it. It has high value because it’s something someone else said about you. This is the case. I was on Juliet’s show. Juliet said something great. I could use this with my clients. “Tracy Hazzard is redefining the media landscape with her ability to uncover the binge-worthy factor in any podcast.” That’s perfect for me to send out to my clients. I want to make sure this is front and center on my website, that it’s on a page that maybe even looks like a testimonial and media combined.

These are valuable. When you think about those quotes, tips are different than quotes. That’s how we look at them. Tips are digestible ideas that may relate to your product, your company, your content, or your book. They’re giving insights, soundbites. They’re complete ideas that you’re giving someone. They’re not about you. They’re not about the host. They’re not about the show. They’re about something that the reader is going to care about. That’s important.

With clips and highlights, you can use both. You can mix both because you’re going to have many purposes for those. These are important ways to think about what you’re sharing. We call them the assets. Make them up as soon as you get your podcast episode back, or as soon as you know it aired, or it is published. We’re then going to go one step further with the stuff we created. We’re going to share it and connect with the host. We’re going to thank the host. If there were other guests on the panel or the show, we want to make sure we tag them as well and say, “It was a pleasure being associated with you. I so loved what you had to say.”

If you do some of this stuff ahead of time, and I say this carefully, don’t ask when something is going to air. You can thank the host immediately afterwards and ask for the assets as soon as they’re available, but don’t ask when it’s going to air. The sooner you have something to be able to create your own social media with, the better it is. Sometimes, some hosts will give it to you, and some will say, “I’m sorry, but you have to wait until it publishes.”

Permission for Reusing Interview Content

Whatever you do, though, don’t push them on when it’s going to air. They’ll usually tell you, “It’s going to come out in two weeks anyway. You’ll have everything you need then.” That’s okay. You’re just asking them and thanking them for being on the show, and asking them if they can provide you with anything ahead of time. Ask about reusing it. Are you allowed to reuse the transcript? Are you allowed to reuse the video? Are you allowed to reuse clips of it? Make sure that you have that. You should ask it. It should be clear at the time that you are being interviewed. You should ask at that time.

If you didn’t ask, ask after. Make sure that you have permission to utilize it, to cut it up, and to do what you want. You can cut up anything that has your voice in it, but if you’re sharing something that has their voice or another guest’s voice in it, be very cautious about that and ask for permission first. We want to cross-promote. We do want some of that content that has the other guests or my host in it. I want to have this opportunity to do an Instagram collab or a highlight that we were both on each other’s shows.

Very often, I have a podcaster on The Binge Factor, and then I go on their show. We then have an opportunity to reshare clips from both shows together in the same Instagram story. We tag the other person with a proper collab. If you don’t know how to do it, there’s a whole bunch of stuff on how to do this on Instagram. I’m not an Instagram expert. My team does this part for me. You tag them out in it. They accept the tag. What happens is that in that collab, more of their audience is going to see the story, or more of their audience is going to see the post.

It creates an opportunity for anytime you’re posting for both of your audiences to see that post equally. That’s the idea. We want to do something with both of you in it. It has higher power. You don’t need to do it every time. You just need to do it. Do it in the first couple of weeks, in the beginning, once you have that. Maybe do it a few times a year. That’s what Pat Flynn does. Because of it, he keeps tapping into my power, and I keep benefiting from his.

I have this plan for you. You can go to Podetize.com/SocialPlan. I created a forwarding to it. There’s nothing to sign in for. You get to download it. This is something we’ve been using for a long time. If you have seven social media and you publish seven days a week, you can have 42 different shares. It is completely different if you follow this plan. It’s fairly simple. You’re going to have seven assets. You’re going to figure out how many times a day or where you’re going to post them. You’re going to rotate them because this is the mistake that I see everybody making.

They share the same type of post on all their social media on the same day. If I share one of those quotes and I share it on Instagram, on TikTok, YouTube, and Facebook, everyone who happens to be in multiple places sees the same post that day. I share a quote one day, a clip the next, or maybe the cover art from the show. I’m sharing the show the next day. I will share one of those stories on the third day. You keep going on it like that through the seven days, and rotating them differently.

On Monday, it’s on Instagram. On Tuesday, that same clip is on LinkedIn, and then, it’s on YouTube, and then, it’s on Facebook. You keep rotating that. You spread it out, and you have a greater likelihood for new people to see it because you didn’t share it all at the same time on the same day. You spread it out. The best part about it is that if you plan all these and you get them all out, you don’t have to share them in the same week. You don’t have to share them at all. You can spread it out and have 42 weeks’ worth of shares, almost an entire year’s worth of shares. If you add in probably ten shares that the author is going to do or the host of the show is going to do, then you can have a full year’s worth of shares from one guest opportunity. Think about all of that power.

I have a comment about asking if you can make clips on the show. I do that all the time. The hosts are thrilled. It’s their IP, so it is polite to ask, but they come back to me and go, “You did some nice sharing.” That’s what gets you referred to other shows, too, because we all talk.

Some people are like, “Don’t ask.” You do it anyway, and they’ll be fine with it. I’m a fan of asking because it creates this connection point with your host again. It reminds them that you were on the show, reminds them that you were a good guest, and now it’s reminding them that you’re going to be an even better sharing partner. It’s a good idea to do it, just to keep that relationship going.

I think I do a lot of this sharing, but I am so guilty of putting out. I mix it up, and I spread it over time, but the same post gets put on every social at the same time. I don’t mix it up with quotes and things like that. I’m guilty of just doing clips. This is an awesome reminder.

You can lay this out, like, “Here are all the different assets. This is what I want you to create.” This is a plan you can give to your assistant. This is what I do with my assistant at the beginning of the year. We even go further where it says frequency, like seven days a week, two days a week, or whatever it is. We put timestamps on it. We know that we’re going to share at noon and 5:00 PM because I don’t want them to mess up and not do it in Pacific time. We do that as well. You can go deeper and further and use this as part of social media management with your assistants.

I know when you go to schedule things on Facebook, for example, it says, “Your better time for Facebook is at this time. Your better time for Instagram is this time.” Do you think that’s a good timeframe to use? Does it matter?

I think it doesn’t matter when you’re starting out. If you’ve never been doing that, if you haven’t been sharing enough, take the suggestions and try them. What happens is that you’re going to start to realize when you get more comments. When you get more comments, that’s when you want to share more. My best time to share is Sunday night. I would have never figured it out if I hadn’t posted at various times and tried it because that wasn’t a suggested time.

Most of the social media is like, “When is your audience on?” My audience is on Sunday nights. They’re clearing their inboxes. They’re getting ready for the next day. It’s perfect for them. However, if you don’t have enough of your audience at this time interacting, or if you’re going for a new audience, you need to do some experimentation. We set this out, and then we start to let the algorithms refine themselves after that.

Amada, too. If you don’t share the quotes or you don’t want to pull the quotes out yourself, I run my guest spots and my own podcast through Castmagic. If you program the pipeline, it will give you those quotes. You just cut and paste right out into whatever graphic program you’re using.

I think that any AI that you use, when you start using it and really refine it, it does give you some good content. I don’t fix things myself. I’m too prejudiced, or I’m too close to it.

Contextualizing Content for Beginners

The mistake that most people make is that they just throw the thing in and don’t give it context. Remember who the audience is. Who do you want to see this with? Tell it that you’re looking for any quotes or any pieces of information. You don’t just want the catchiest sound bites, which is what the AI will do and what a human being will do as well, one who doesn’t know you. If you’re saying, “I’m going for an audience that hasn’t started a podcast yet. I want you to pull out the quotes that are going to be simple enough for them to understand that.” It’s going to do a much better job, and they’re going to resonate on the other side. I’m careful to give it context.

The second part of what I do with my AI when I’m asking it to look for things and do things is I chunk it. This is an old-school way that we used to have to do it, where you would break it apart into pieces. If you want to use the cheap version of Opus Pro, you can’t put a whole hour-long interview in it. You have to break it into pieces anyway. We do that as we break it up into pieces because every 400 words, we want a quote. The reason for that is that you progress along the way, but the AI is lazy, and human assistants are lazy. They will say, “I need five quotes.” They will go through until they get five, and then they will stop. The most brilliant thing you said might have been at the end. I make it a requirement for my team and for my AI that I want to quote every 400 words.

I don’t have to chunk it. I tell it that and it will do it. This is the thing that we found has the absolute most longevity for you, the highest power, and it is the number one thing that nobody does. This is to create a blog from that guest episode on your website around your book landing page, whatever it is. You want to create a blog that has a keyword phrase in it. That’s not the title that the host necessarily gave it. In this particular case, I wrote The Self-Published Author’s Guide to Book Marketing with Juliet Clark. That’s a pretty good keyword tag for Juliet. It’s right in her wheelhouse. It’s going to do well. If she were to share that, that title is going to be fine.

Most people will go, “Interview with Juliet Clark.” That’s nothing. That’s not helping you with your keywords at all. You’re going to want to retitle this. You can choose the most relevant topic you talked about because sometimes in these interviews, we go all over the place. You can highlight the one thing that’s most important and the topic area that is going to be most valuable to what you’re trying to promote to your business, to your book, and use that in the title.

You can pull the quote graphic that you took that relates to that and put it right up at the top of that blog. Visually, you’re doing that. Usually, we do what we call a summary. I call it a leading paragraph because most people put, “In this episode, I talked about this.” That is a terrible summary. That’s what you get from most AI. I tell it, “I want a leading paragraph that’s as good as it is in a magazine article that makes someone want to read the rest of the article.”

That’s what you want in this. You want to intrigue someone. You want to make sure that they know that they’re in the right place. You want to seed into that opening paragraph, the show you were on, and the host’s name. That’s it. You want 3 or 4 sentences that are going to make somebody go, “That’s what this episode is about, and it relates to me. It has a pretty credible host and show. I’m going to listen, watch, or read this.” The reason why this blog will do better for all of you is that your audience is readers. Your audience that you want to attract will google everything first. They won’t go to TikTok. They won’t go to YouTube and scroll. They will first go to Google and look for what they’re looking for because they’re happy to read a blog. They’re happy to read something.

No Index, No Follow Strategy

That’s the person who’s going to buy your book. We want to make sure that our sharing is in a way also aligned with the audience type we have. If your book is all for TikTokers, then you should only have video. We’ve got to think about that. You probably shouldn’t be writing a book about it, unless it’s TikTok for authors or something like that. That would make sense that somebody would read that. This is the thing. This is where you do need permission, or more importantly, you need to know that the host didn’t do this already. Our clients all have blogs.

You’re going to know because you’re going to receive a link to it, and you’re going to go, “Juliet, look at this amazing 6,000-word blog. It’s fantastic. It has the full transcript in it.” Most of them will have a little short paragraph, the little player, and maybe a video. That’s it. They won’t have the full transcript. When you’re asking them for permission, ask them if you can use the transcript. If you can’t, that’s okay. Reach back. If they say, “No, I’ve already got a blog. I’m worried about it.” say, “Would it be okay if I did it with no index, no follow?” It is still good for you because it gives you something for someone to read, but not quite as powerful.

It becomes secondary to their blog, but that’s okay because it’s like Google saying, “This content is valuable because it’s on Juliet’s site and it’s on Tracy’s site.” Google says, “Juliet’s was first, so Juliet’s is the one we are going to index, but we know it’s over here, too.” It creates a cross-link for it that’s valuable. Even doing that, it gives your readers and your audience an opportunity to have the full transcript and not leave your site and go to the host’s. It’s not the major indexing, but the new title that you gave it, and that new paragraph can help. It can help you key it into a phrase that maybe the host didn’t use. That’s something that Google will pay attention to.

Make sure you’re adding all those great media elements you created, like those quotes, those graphics, and the stories. You can embed your Instagram story in there if you want. You don’t even have to embed that Instagram quote and have it on Instagram, too. You could take Instagram and embed your Instagram right here. It’s super easy for you to be able to put the elements. We want to pull stuff out every 400 words. We want to break up the visual of a very long transcript every 400 words as well.

I want you to go to PodcastersUnited.org, not right at this moment, but afterwards. You are allowed to go there, benchmark, and copy the format that we use. You’ll see that everything that the host says is boldface, and everything that the guest says is lightface. You want to reverse that. You want what you say to be boldface when you put it out. What we never do is put timestamps, and we never put “Tracy:” or “Juliet:” We don’t do that because then Google instantly looks at it like a transcript, and it has lower value than if it looks at it as a blog. In a sense, we’re creating the ability to separate the speakers without separating the speakers in a more annotated format.

This works. We’ve been doing this. We’ve done 50,000 blogs. We have a partnership with Google. I’ve talked to them again and again, and our system is still highly valued. The two reasons for that are that it’s very long, and Google likes a lot of content. Because we use the transcript and we didn’t just rewrite it into a 600-word article, we’ve got voice patterning. They know that this came from a human. They know from the voice pattern because we don’t clean it up. We take out ums and ahs in the writing. Sometimes, you say the words twice. It happens in our pattern of speech. We take that out, but we don’t correct the way someone speaks. That’s what makes this work. That’s why it’s a transcript blog. It’s not a blog. It’s not an article. That’s different.

We also enrich the content. We put our links embedded where they were said, not just at the bottom or at the top. They’re also there. They’re bullet points that give you additional resources or other things. We do that, but you could also break it up. You can add extra stuff. You could add, “This is in this chapter of my book. Here’s a little quote from the book.” You could add in, “Here are some actionable steps that I recommend that I didn’t have time for on this show,” and make a call-out box. You can give your audience something more in this blog that helps you sell your books. This is one of the most valuable things you can do, and it lasts long term.

Maximize Book Marketing Strategies

The next thing you can do is take what you have here and create an article. Put it in somebody else’s site, in some other magazine where your target audience is located. This blog about The Self-Published Author’s Guide to Book Marketing, when Juliet was on my show, will be an article in one of the Breakthrough Author magazines. A lot of times, I’ll take a couple of blogs together. I’ll turn them into an article together, or I’ll take three of them and create the three ways because I had three different topics that I was covering.

There’s always a way to take this and turn it into a 600 to 800-word article that’s very useful for you elsewhere. This has its own power, and it has one of the longest-term powers that anything you do from the guest spot that you’ve done, this is the highest power that it will have. I want to tell you a little story about Hewlett-Packard. My first podcast was on 3D printing. It was called WTFFF?!, which is the geeky term for 3D printing, the fuse, filament, and fabrication. The show is not a swear name. In that show, we had done about 625, and we stopped doing it.

We said our podcasting business is busy enough. I don’t need to be podcasting about 3D printing anymore. What can we do with this? We left it. That was 2019. At the end of 2019, I kept getting emails from this woman in Europe who claimed to work for Hewlett-Packard. She kept sending me emails saying she wanted to talk with me about advertising on my show. I was like, “She doesn’t know that we’re not publishing anymore. I’m not going to take the call.”

She was so persistent that she found my booking link on my speaker website. She booked a speaking inquiry with me, had a phone call, and said, “I want to have a partnership with you. I want to sponsor your show. What can we do together to collaborate?” I said, “Are you sure? I’m not actively publishing the show anew. She said, “I know, but we have spent the last year trying to unseat your blogs and your keywords in this category of 3D printing, and we cannot do it, so we need to join you.” The power of these blogs still outranks ads that they could run, any kind of promos, and anything that they could do. Our blogs were outranking them.

This is going to be your long-term value. This is where you’re going to get the most. It is worth every penny to create one of these blogs, whether you use an assistant. All the stuff that we do, we create for under $300 per show per episode. Thinking about what it could cost and the value of $300, what I ended up with was a $25,000 advertising deal with Hewlett-Packard. It is totally worth it. Thinking about how you’re going to use this, the best thing that’s going to sell books is making sure you’re ranking on Google and sending people to your website, your business, and your landing page. The host that ran the show is getting value. You need to claim that value for yourself as well.

We do these power pages. That’s what they’re called because they’re usually 3,000 to 6,000 words. When we do them, we want to focus on the keyword and topic because we want it to read that transcript with that in mind. We want Google to think about it from that perspective. That has more power than a celebrity, because a celebrity has followers who may not all be interested in that. When Google is ranking and indexing your keyword, it knows that it’s only sending traffic that wants that and cares about that. That has value. Someone interested in searching for book marketing, that’s where the value lies.

Cross-Linking to Boost Website Rankings

The other thing is cross-ranking. Remember I told you you’re going to link the show and the host name to their website, to their show. You’re going to do that because that cross-validation means that you’ve got more human authority. If Juliet posts about my show and my site has higher credibility and index of what you call ranking in the Google system, by cross-linking with me and then me cross-linking back with her, we’ve created it so that her rank comes up closer to mine. It’s how you boost your rankings over time by doing this as well.

Keep in mind that when we have this website impact that we’re trying to create, it needs to be specific. I don’t want to connect to Inc.com. I want the visual of that Inc. logo because it means something to a human being, but I want that when you click it, it goes exactly to where you’re providing value. Keep in mind that you want everything to be specifically where it is. You don’t want to just rank to Juliet Clark’s Promote Profit Publish landing page. I want to link to exactly where the episode I was on her show is located. That’s what we want to do with those to make them the most powerful possible.

You can take it one step further. When you have five or more interviews, you can showcase your PR value. You can showcase your media portfolio, your podcast interview portfolio. We call this the showcaster player. I have what we call a showcaster player. Anytime someone plays this podcast right here, the host gets credit. Every single time somebody plays this here or gets a download, a play, or a click-through, whatever their measurement is, they’re getting credit for it. I’m not stealing it, but instead of putting the logo here and then having it click out and go to their website, it’s staying on mine.

If I had my book over in the sidebar, while people are listening, they’d be seeing my book title. Think of the power of what you can do when you keep them. We call this the sticky player. It keeps them on your website for a long time, which boosts your Google ranking. More importantly, this is a quick and easy way for someone who’s considering having you as a guest to vet you. We go a little bit further. I’ve got my best interviews here. I do a lot of women’s entrepreneur events. I’ve got episodes with women podcasters here. I talk a lot about product innovation because that’s what my Inc. column was about. I’ve got them all here.

I’ve also segmented them in case I talk about a lot of different topics. Maybe you have multiple books. You could segment them into interview groupings. The reason I do this is that I have hundreds of interviews here. It’d be too much to see if you put all of them on one page. They would be only in date order, and I want to group them in content type order. We are the only one who has a player like this. You do not have to have a podcast to have a player like this. That is the key here. We can do this with anybody’s podcast. If you want to check it out, you can go to Podetize.com/showcastr.

What this has done for me and our other clients is that it gets them more bookings because it’s an easy place for someone who is vetting speakers, vetting panels, or doing something to go, “She sounds amazing. He sounds so good. He’s perfect for what I’m looking for.” They didn’t have to go searching all over to do the job. You made it easy for them to say yes to you. Even if you send them to this page, instead of your Onesheets, you could send them to this page and say, “Check out what I’ve talked about on other shows. I think this one might be the most relevant to you.” You can invite them to click through to the one that you think would have the most commonality with their show.

The other thing that this does is it expands your influence because when they start to see how many interviews you have, that shows that you have a higher value. We start with five. You’re going to build on it. Every time you do one, you add it to the player. It’s simple. You add the link to the original show’s podcast episode to the player. It automatically gets all the information you need in it. In our system, you can update it and provide a few more keywords. None of mine says, “interview with Tracy Hazzard,” because I guarantee you a lot of these said that.

Instead, it says, “Mastering the business of podcasting.” I matched it to the topic of the blog. I can do that in our system here and override what the host wrote, but just for the player here. There’s a lot of value in matching this up. If you want, there’s also a single-track player. You could put the single track on the blog page as well. This is an underutilized value. If you’re already a podcaster and you host with us, you get your show’s player that looks like this. Juliet has a Promote, Profit, Publish one, but she can also create this playlist of our guests and use it separately on another page. They do not have to be together.

A couple of people are on tour right now with our communications company. This is a great way to promote because if you’re on a 10, 15, or 20-tour, you could put it all here.

Optimize Past Interviews

You can do this easily. Fill out a form. Drop in a link. You do this easily and then come back to doing the blogs. This is the one thing I want to say about those blogs. Just because you didn’t do them the week or month that your episode aired on someone else’s show doesn’t mean anything. You can do them years later. We get a lot of podcasters who come to us, and we call it doing back episodes because it’s their back catalog of episodes. We do a hundred of them in a year, and their site takes off and starts ranking on the keywords.

It doesn’t matter when it goes into your website. You can start here because this is super simple. Have a single landing page. Add it to your book landing page. Do it here, and then when you’re back from your tour, you can go on out and do all the rest of the other things that we talked about doing. It doesn’t matter when you share stuff, as long as you did some sharing at the beginning when it first aired, because you want to capitalize on that host’s goodwill and the relevance and timeliness for them. After that, it’s at your timeline. Don’t forget to use it. You don’t always need to be on the next new interview. You’ve got tons of past ones you could be reusing.

The next thing that people don’t think about is how I can build more with my current audience. How can I use my guest interviews with my current clients? How can I use it to build a tighter relationship? How can I get them to buy the next thing? How can I make sure that my current fan base buys the next book? We often frame it as, “Look at me. I was on Juliet Clark’s show.” It’s not about us. It’s about how that interview is going to help them with their challenges. The great quotes and tips are the ones you’re going to use here to share out.

I like to share it in a personal message relationship. If I’ve been building a prospective client that I want to close, maybe somebody who’s a network or an affiliate partner for me, I might say, “I was on this show recently, and I was thinking of you. Here’s something that I said on there, and here’s the timestamp. This is the part.” Respect their time because they know you already. They don’t need all the chit chat at the beginning of the show. It’s okay for you to, in this specific case, invite them to skip around and get right to the heart of the message you want them to see. You could even clip it for them, provide them with that clip already, and then invite them to listen to the entire show. This is a great way for you to do that.

If you have a newsletter or you participate in other people’s newsletters, featuring this without saying, “Hear me on this show.” No, this is why they should listen to it. There’s something valuable. There are insights here. Make them teasers. Make it about the best moments that are happening in that show. You want them not to go, “She was on that show. That’s great. She rubbed elbows with so-and-so host.” That’s great. That’s part of the impression you want to leave, but if your audience is readers, they’re going to go check that out. They’re going to click through. They’re reading the newsletter. They’re going to click through that, and then they’re going to go check out that interview. Something that you say over there might be the thing to close it.

That has happened to me more often than not. I’ve been saying week over week in my coaching calls or my own podcast, I’ll be saying these things. The minute I go on somebody else’s show and it connects, “This is relevant to me as an author.” All of a sudden, they close as a client. This can be valuable for you. These are the three ways I do it. I took it as featured on. When I’m mentioning the show, that’s how I frame it. I say, “I was on this,” not, “Look at me on this. I was featured on this.” We want to use the third-party credibility, and we want an image of their cover art, especially if it’s good.

Value-Driven Communication Strategies

If it has a picture of them on it, that’s good for you. It’s bad for them, they don’t know it, but it’s good for you because now I’d be like, “I recognize that person as a famous person in our niche or a valuable authority in our niche.” Especially, if that’s the case, you want the two things to go side by side. When you’re selected as a guest expert, that has its own value. One value is that I was on that show. I was selected. That means I must have something to say.

The second is, “Did I say something valuable on there?” I’m looking for where those values are first. Where’s the value that I added? Everything should be positioned as tips, not self-promotion. Anything that I can do in a follow-up as a relationship-building, whether it’s with the host, with the community, or with my own group, I will sometimes send out an email, or I’ll even do it on social media. I might send a link. I might make a LinkedIn comment and say, “Juliet, when I was interviewing on this show, I thought of you because of this point in the conversation,” and tag her in the comment.

Promo Strategies for Wider Audience

You can relationship build in your shares, in an email, in a private one-on-one way, in your community groups, on your coaching calls, or your webinars, and you say, “Billy, I was thinking of you the other day when I gave this interview and I talked about this story.” You share it again. You share an anecdote from that. That makes them feel seen and makes them want to go back and listen to it. I know you guys are placing ads. There’s nothing about promoting a book that isn’t difficult. You’ve gone through ad placements. You’ve gone through these things. You’re going to make some paid promotions.

What if you made some paid promotions that were about the content, not about selling the book? What if you mixed it up a little? Could you get some more value? Could you get some more attention? Could you get some more association and brand reinforcement? I am an authority in the niche. That’s why you should read the book. What we want to do is create that kind of cross-promotion that’s going on with our paid promotions and our content. Can we do it? Can we boost the interview we were on in some way, shape, or form?

We do something we call Promocast. I look for an opportunity to get this in front of more eyes so that they can see more, they can view it, and they can see any piece of my content. It doesn’t matter to me whether it’s my own content or somebody else’s, as long as they’re consuming it and seeing it. If something valuable happened, and it’s because of the association of the two of us, that’s valuable. Typically, our Promocast stuff that we do is an advertisement that is placed at the bottom of a popular app.

It might take over the screen, or it might take over the bottom of it. It forces you to watch the ad for fifteen seconds before you can go back to your app. It primarily happens on free apps, not on paid ones. It can be an advertisement for a clip from the book, a clip from the podcast, or a clip from whatever. It runs at the bottom for fifteen seconds. There is sound and no video. Most of these are static. You want a compelling image and sound. You want to say something valuable in fifteen seconds.

When they click, they click through to your book landing page, your podcast landing page, or whatever it is that you choose. You want to make sure that that’s well done, so they’re clicking through into something valuable. These are the metrics we like. We like to do 500,000 views per month and 300 to 500 click-throughs. I know it seems low. People are like, “I’m going to get you 50,000.” How many of them are critically valuable to you?

What I can tell you is that somebody who listens to a podcast is more likely to read a book than somebody who watches TikTok videos. It’s bound to happen because their attention span is longer. Their interest is deeper. They want a bigger story. They want the story. They’re more likely to do that. If I got 300 podcast listeners to click through, I’d be way happier than I would if I got 300 TikTok click-throughs, because they probably wouldn’t buy.

The cost per result can range. It depends on what you’re spending. You don’t want to spend $20 if your book is $20. You want to spend $0.20. This is the typical cost per result that has to be matched to your meaningful audience. I can spend $5 to $20 because I’m going to sell a $2,500 or $5,000 program on the other side, but you may not. The great thing about our Promocast program is that it is $2,600 for three months. You’re talking about a very low rate if you’re getting 500 click-throughs per month. That’s a lot. You’re talking about pennies for the views that you’re receiving or for the click-throughs that you’re receiving.

A couple of people on the call have already bought this, too. If you guys go over to the page that we sent out for the replay, it was PodcastBookPromo.com. When you opt in to watch the replay, there is a demo there.

When we do this, we do 25 different clips that play on apps, 25 different 15-second clips. You can highlight a whole bunch of different shows and episodes you’ve been on. You could put your book up there. You could put your picture up there. There’s a whole bunch of different things that you could rotate through and see what’s working. In this case, we found that the graphic itself from the book captures people’s attention. It’s what they see the most, and they click through because of it. They’re very curious about the way the spelling is. That’s because the book cover was so well done. Juliet, you should be proud of that one. Anyway, if you want to learn more, go to Podetize.com/inquiry or go back to the book page.

Enhancing Content with Guest Interviews

I’m going to tell you one other thing you can do. You can take all of your guest spots. If you don’t have your own podcast and you don’t have your own show, you can now feed it into an AI clone of you. Imagine if you had something willing to talk about your book, talk about your expertise area, talk about whatever it is that you want, but you have to have enough content to fill it. I was playing with this. This is brand new. I’ve trained this on four and a half million words. It might even be over five because it’s adding to the library every single day. When I did it, my daughter looked at me and she said, “That’s cool. Could I have a clone?” I said, “Do you have any content besides an Instagram post?” She says, “No.” I go, “We have to create some content.”

You have to get it from somewhere if you want to have expertise, unless you are willing to put your book in there, then it would be a great Q&A. This is what the chatbox looks like. You can embed it on a webpage. I’m in the main app with my published clone, but you can ask it. It tells you a little bit about you. You can ask it any questions. It is preceding some questions, but you can type in and say, “How can podcasting help an author sell more books?” All I do is hit return there.

In moments, it answered the question. It’s usually a pretty good answer. I’m still training it. We’re still refining things, and it’s not too short. It gave you a pretty complete answer. You can shorten it. You can lengthen it. You can do what you want with it from that standpoint. It’s probably regurgitating a lot of my last webinar because I put it in here. It says, “Podcasting is an incredibly powerful tool for authors looking to sell more.”

I can click read aloud, and it’s actually in my voice. The shorter answers have more energy to them. They sound a little bit more like me. The longer answers are a little more like the teacher version of me. They’re a little more pedantic, but it still sounds enough like me that when they hear me on the podcast later, they don’t think anything of it.

They know they’re interacting with a clone here, but they’re still amazed at the answers. This is one way you can do it. By adding all of your guest interviews, you’re adding a lot more content. The best part about it is that when you do it, you can have it ignore the other speaker. If you have other speakers in there, like you were on a panel, you can have them ignore the other speakers and highlight you, or you can have it ingest all of it because the topic is relevant and it rounds out your topic. A lot of times, Tom and I are doing an interview together, or Juliet and I are doing it. I want what Juliet has to say because I want to make sure to highlight that. The little annotations go exactly to the podcast episode or to the place where I talked about this.

You can go to Podetize.com/Tracy-AI and play with my clone. You could go ask any questions you want. Play with it. I invite you to do it and give me feedback because I’m training the clone. It’s going to take a month or two of training of asking it enough questions that are the right kind of questions before it’s ready for prime time. My son-in-law did it last night, Juliet. He started asking me about my kids because he wanted to see how personal it would get. It spit out everything, but it forgot Alexandra. It said I had two daughters, not three. He’s married to my third daughter, whom it forgot. He sent it back and said, “Don’t you have a third daughter?” It said, “I’m sorry. I forgot. I have a daughter who’s 28 years old,” which she’s not now, but this is fun. This is something new to play with and do.

Targeted Marketing Through Behavior Analysis

Tracy mentioned that the author Promocast. There is a big article on CNBC. They are going to be adding AI in the future. It’s a big article about Alibaba adding AI to their platform, and they got extraordinary results from it. I did want to mention that on there.

This is why Google ads don’t do as well. They’re too generalized. We have this newsletter. We use a tool called Rasa. In the Rasa newsletter, if somebody is clicking on articles that are written by Juliet or any of the podcast episodes by Juliet, it’s now able to say, “That person is highly likely to be interested in self-publishing, is interested in book marketing, is interested in something Juliet has.” Now would be a great time to funnel and make that introduction with an email sequence. It’s going to make automatic triggers now.

Thank you very much. Where can we find you if somebody wants to talk to you about this more?

Come find me on LinkedIn. Friend me on LinkedIn. That’s the easiest way. You can figure out everything else after that. We’ll get connected.

I will talk to you later. Tell your daughter happy birthday.

I will. Take care, everyone. Bye.

Bye.

Important Links

• Tracy Hazzard
• Podcast Guesting for Authors
• The Binge Factor
• Feed Your Brand
• Opus Pro
• Podetize
• Inc.com
• Podetize Social Plan
• Castmagic
• Podcasters United
• 3D Start Point – WTFFF?!
• Podetize Showcaster
• Podetize Inquiry Session
• Tracy Hazzard’s AI Clone
• Big Chinese companies like Alibaba show that AI-powered ads are giving shopping a boost
• Rasa
• The Self-Published Author‘s Guide to Podcast Book Marketing With Juliet Clark
• Beyond The Smart Passive Income Podcast And Into Building An Online Business That Works With Pat Flynn

About Tracy Hazzard

Tracy Hazzard is a seasoned media expert with over 2600 interviews from articles in Authority Magazine, BuzzFeed, and her Inc. Magazine column; and from her multiple top-ranked videocasts and podcasts like The Binge Factor and Feed Your Brand – one of CIO’s Top 26 Entrepreneur Podcasts.

Tracy brings diverse views from what works and what doesn’t work in marketing, branding and media from thought leaders and industry icons redefining success around the globe.

Tracy’s unique gift to the podcasting, marketing, and branding world is being able to identify that unique binge-able factor – the thing that makes people come back again and again, listen actively, share as raving fans, and buy everything you have to sell.

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