How to choose the right content for the right audience - podcast interview with David Bain

What content works for which audience on which platform? David Bain is a podcast industry veteran with an extensive background in digital marketing training. He currently runs Casting Cred, a modern B2B content marketing agency that specialises in podcasts, YouTube, books and livestream launches.

In this episode of The Knowledge Industry, David tells Mark Egan how he approaches creating content people actually want to consume. If you want to use video to build your brand, share your expertise or grow your audience, go to http://www.markeganvideo.com

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You can find out more about David Bain go to https://castingcred.com/.

Transcript: 

 

00:00

Coming up on the knowledge industry podcast, your competitor is Netflix, your competitor is whoever else has your target customers eyeballs. And if you're not producing content that is of at least reasonably comparable quality, to the type of content that they're used to consuming on an ongoing basis, then you're not going to have their eyeballs for that long.

 

00:29

So today's topic, whatever the platform, whatever the format, how do you make content that your audience wants to consume? My guest is David Bain. He's a podcast industry veteran, and has an extensive background in digital marketing training. At the moment, he runs casting cred, a modern b2b content marketing agency that specializes in podcasts, YouTube books, and live stream launches.

 

00:51

Do you sell online courses or run live workshops? Do you have expertise that can help people in life or business? Are you even running an online training empire from your kitchen table? Then you're part of the knowledge industry, a fast growing industry that means that you can learn almost anything, and anyone can create a business around what's between their ears. Welcome to the knowledge industry podcast with your host, Mark Egan.

 

01:18

So David, thank you for sparing bit of time for me where exactly in the world are you right now? Great to be here with

 

01:24

you, Mark? No, I'm in Cambridgeshire. I'm in my little home office here in Cambridgeshire in the UK. But I wanted to say actually, I'm in the same room as you are, because our backgrounds are exactly the same.

 

01:38

Yeah, it looks almost identical doesn't and it's really strange, because then we will literally just before I press record, speaking, and it turns out, we used to live virtually where we could see each other's houses, and we never knew. So I think we're destined to make contact in this way. Now, reading up a bit about you. And obviously, you've written books, and you've done various things. And, you know, some of your history goes back to I know, some people say, I've been on the internet a long time. But you know, you've been doing this, you know, this marketing stuff for a really long time in internet years. If we were to go back with what's the start of your story? Where does it all begin?

 

02:13

Yeah, and I know, only Look, 21. But I've been...

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The Psychology of Marketing and Communication - Sean D'Souza interview

What is the psychology behind why people make buying decisions, how they learn and what they remember? Sean D'Souza from Psychotactics is an expert is the psychology of marketing. He is also author of the book, The Brain Audit. In this episode of The Knowledge industry Podcast he explains how he built his business around understanding the psychology that shapes himself and others. 

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Transcript

 

00:00

Coming up on the knowledge industry podcast,

 

Sean D'Souza  00:02

usually what people are doing is they're rushing through it. They give you all the information, and they assume that the information is going to solve your problem. But the information only makes you tired, which is why people abandon most courses very quickly.

 

mark egan  00:17

So today's topic, what's the psychology behind why we do what we do? Why do we buy? How do we learn? Today's guest is Shawn D'Souza from psycho tactics. He's an expert in the psychology of marketing. He's written the book, the brain audit, and he set up his business in an interesting way. That gives him lots of freedom

 

00:36

to sell online courses or run live workshops. Do you have expertise that can help people in life or business? Are you even running an online training Empire from your kitchen table? Then you're part of the knowledge industry, a fast growing industry, that means that you can learn almost anything, and anyone can create a business around what's between their ears. Welcome to the knowledge industry podcast with your host, Mark Egan,

 

mark egan  01:03

Sean, thank you for joining me tell us where exactly are you at the moment.

 

Sean D'Souza  01:07

I'm in Auckland, New Zealand, the land of the middle of the middle, that's where we are.

 

mark egan  01:15

Suddenly, what everybody thinks of it now isn't that I've never been to New Zealand. But everybody I've spoken to been there. It's just like, the scenery like you have to see the scenery. So it's definitely on my bucket list. But I was just saying to you before we started recording that I came across you a good few years ago. And I still remember like apps like sentences, you said in some training I did. So this, clearly, you've got an ability to get inside people's minds. So we're talking a little bit about what you do in a moment. But if we were to get back into your story, now, most people have a kind of a pivotal moment, a moment where kind of they changed direction or the penny dropped for you What is that pivotal moment.

 

Sean D'Souza  01:56

I think it was the day I read Good to Great. And what I got stuck on was the first line, which is good as the enemy of great. And I was a cartoonist back then. And I thought Calvin and Hobbes is the greatest cartoon strip I've ever seen. And I don't think at this point, I could beat it. So that kind of got me. So I think pivotal moments that things they kind of shake you up. They're not necessarily I mean, I could have read any book at...

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