Podcasters, Your Audience is Hearing you, But are they Listening? | by Rachna Sekhrajka | Sep, 2023

Use the Eiffel Tower framework to help your audience listen and engage

As a podcast host, you’re well aware of the substantial effort required for every episode. From conceiving ideas, crafting scripts, recording, meticulous editing, to finally hitting the publish button — a bunch of tasks demand your attention and dedication.

After pouring your heart and soul into your podcast, the expectation is to make a meaningful impact, and that’s entirely justified. Yet, even if you manage to find eager ears to share your work with, in today’s world of attention deficits and information overload, merely having your audience hear your content falls short of the mark.

Here is a reality check:

When you are reading, have you noticed just having a pen or highlighter to mark some important text helps you focus better? Or if you are listening in a lecture, taking notes help you process better? Having a supplementary written text helps.

Create digital knowledge products. Before we dig into it, let’s also understand this from the commercial point of view.

Picture this: you’re taking a leisurely stroll through the charming streets of Paris, and there it stands, the magnificent Eiffel Tower. Now, let’s take a look around. You’ll find bustling cafes, delightful restaurants, and inviting shops that embrace the Eiffel Tower.

Now, one would imagine, the star of the this show, the Eiffel tower to make the most money in this picture. But the Eiffel Tower, on its own, doesn’t make a ton of money. Yes, there’s an entry fee for those (mostly proposers :D) who want to climb its heights, but that’s about it. The real treasure lies in the businesses that surround it. They thrive on the buzz and attention the monument attracts, turning the area into a thriving hub of commerce.

Now, think of creators (read podcasters, newsletter creators, bloggers) as the Eiffel Tower of their domain. They don’t always directly sell what they create; instead, they cleverly position an array of products and services around themselves. Yes, some top of their field creators are able to monetize their content directly through payment walls or memberships. Then there are sponsors and advertisers. But if you are a creator reading this, you know THAT is tough. Especially now, when everyone and their mom is a creator.

So, how do you engage your audience and also make $$ for all your hardwork and free content? By selling digital knowledge products.

Knowledge products are not just another trend; they are a strategic approach to content creation that can yield significant benefits. They bridge the gap between information consumption and practical application, offering your audience something tangible they can use.

Consider this: while podcasts are excellent for disseminating information, they often leave the audience craving actionable steps. Knowledge products fulfill this need by providing guides, templates, checklists, and other resources that empower your audience to apply what they’ve learned.

Key benefits of creating knowledge:

1. Enhanced Engagement: Knowledge products engage your audience on a deeper level. They transform passive consumers into active participants, fostering a sense of ownership and connection.
2. Increased Retention: Practical resources are easier to remember. By offering actionable takeaways, you increase the likelihood that your audience will retain and implement your insights.
3. Monetization Opportunities: Knowledge products are evergreen and can be monetized effectively (and for really long), diversifying your income streams and rewarding your hard work.
4. Audience Growth: Providing valuable knowledge products can attract a broader audience and solidify your position as an authority in your niche.

Now that we’ve established the value of knowledge products, let’s dive into the practicalities of creating them.

Building the Products

The first step in creating knowledge products is identifying the content you already have. Whether it’s a podcast episode, transcript, or a blog post you have created for your podcast, your existing content can serve as a treasure trove of valuable insights waiting to be unearthed.

Start by reviewing your archives and identifying content that aligns with your audience’s needs and interests. Look for topics that can be translated into actionable steps or structured into guides and templates.

For instance, if you’re a podcast host discussing productivity, you might find episodes where you share productivity tips. These can be repurposed into a comprehensive productivity guide.

Once you’ve identified suitable content, it’s time to transform it into knowledge products.

Here’s a step-by-step basic guide:

1. Content Extraction: Extract key insights and actionable advice from your content. What are the critical takeaways that your audience should remember?
2. Structure and Organization: Organize your content into a logical structure. Consider how your audience will consume and apply the information.
3. Format Selection: Choose the appropriate format for your knowledge product. It could be a downloadable PDF guide, a fillable template, an interactive checklist, or even a video tutorial.
4. Design and Branding: Pay attention to design. Ensure that your knowledge product aligns with your branding and is visually appealing.

Creators doing this successfully

Creating digital knowledge product is not an out-of-the-box, mind-bending, groundbreaking concept. Instead, it’s a straightforward technique that many podcasters overlook, even though some have used it successfully.

Some examples:

1. Guides from Mixtus Media
2. Digital Shop from Brittany Herzberg
3. Courses and paid services from Masters of Scale

Challenges with creating knowledge products

Creating knowledge products isn’t without its challenges. Some common obstacles and solutions include:

• Time Constraints: Repurposing content can be time-consuming. Consider hiring experts doing just this
• Market Saturation: In a competitive market, focus on niche topics or provide a unique perspective to stand out

I have worked with creators to identify and build fun and unique products for their users (and also help them market and monetize these products). From my personal experience, I can vouch that even though the journey to creating knowledge products may have its challenges, the rewards in terms of audience growth, revenue generation, and community building are well worth the effort.