Building a Media Platform in an Unsexy Niche for Marketing Opportunities

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My friend Tim's on today.

 He's building a niche podcast in the Out of out-of-home marketing space and it has gotten him so much business leverage in that 12 months that he's kind of shook. 

 Invitations to speak at conventions.

Advising multiple boards.

Knowing every CEO in the industry. 

Some of the byproducts of him building this "niche" media company. 

Learn how he's using a podcast and AI to build a modern media brand that will be worth $1M in the first 24 months. 

Links:

https://inthepitpodcast.com/
https://twitter.com/codyschneiderxx
https://www.linkedin.com/in/codyxschneider/
https://www.drafthorseai.com/
https://codyschneider.com/

Key takeaways:

(00:01:52) Content marketing challenges

(04:58] Dominating attention in physical spaces.

(08:21] Billboard campaign targeting work from home.

(13:57) A distribution game.

(19:44] YouTube shorts and podcast growth.

(26:11) Building a profitable network.

(29:30) Podcasting and content quality.

(32:31) Creating content generates consumption.

(39:49) Overcomplication of marketing strategies.

(44:30) Lawyers and billboards

(57:03) Building a solo founder media company

Synopsis:

In this episode, the speaker discusses how the use of AI and scheduling apps has revolutionized the content creation process. Previously, a team of 10 people would spend hours creating content, but with advancements in technology, a scheduling app and AI tools now handle the repurposing of content. The speaker emphasizes that by adding some human elements, the rest is taken care of by AI, saving time and allowing for focus on other tasks. They stress the importance of detaching from the mindset of striving for perfection and instead focusing on creating content that they would personally consume. Overall, the use of AI and scheduling apps has significantly reduced the need for large content teams and made the content creation process more efficient.

The episode highlights the importance of content creators focusing on creating content that they themselves would consume, rather than striving for perfection or meeting unrealistic standards. The speaker explains that with the help of scheduling apps and AI, their content creation process has become much more efficient, eliminating the need for a large content team and saving time. They emphasize setting the bar for content based on personal standards, asking the question, "Is this content that I would listen to?" Content creators are advised to detach from the idea of perfection and instead prioritize creating valuable and engaging content, regardless of audio quality or production. The episode also emphasizes that while the barrier to entry for podcasting is low, audience expectations are high. Good content is deemed more important than high production quality, as people will be drawn to valuable content regardless of its sound quality. Ultimately, the episode encourages content creators to prioritize creating content that they personally find valuable and engaging, rather than getting caught up in perfectionism or unrealistic standards.

In this episode, the host shares their experience of using their 10-year-old son for market research on YouTube Shorts. Their desk is located in the living room, next to the TV where their son frequently watches YouTube shorts. By observing their son's viewing habits, including the clips he watches and skips, they have noticed commonalities such as jump cuts, zoom in and zoom out effects, and funny gifs.

Curious about their son's interest in these clips, the host engages in a conversation to understand why he finds them appealing. By observing their son's preferences and behaviors, the host gains insights that can inform their own content creation. They realize that incorporating the structure and elements that their son finds appealing can help them create more engaging content for their podcast.

This example highlights the idea that market research can be conducted by observing the preferences and behaviors of target audiences. By paying attention to the content their son consumes and the aspects that appeal to him, the host gains valuable insights for their content creation strategy. It demonstrates that market research doesn't always require traditional methods like surveys or focus groups, but can be done by simply observing and engaging with the target audience in their natural environment.

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