John Corcoran 2:22

Exactly. Anyways, but the point to that was just that of all my guests, one of the ones I enjoy talking to the most is you, of course, who has been doing this for so long, and one of the most seasoned entrepreneurs even more seasoned as an entrepreneur than many of the guests that I’ve had on. So anyways, that the point of today’s episode is we’re gonna talk about the five different types of content that every business needs to create. And, of course, we’re biased, but one of the easiest and most effective ways to do that is using a podcast and content marketing. So we’re gonna get into that in a second. But first, before we do this episode is brought to you by Rise25, where we help b2b businesses to get clients referrals and strategic partnerships with done for your podcast and content marketing. And if you’re listening to this, and you’re curious about how it could work for your business, how you can get more referrals and strategic partnerships, and build great relationships meet interesting people gain tremendous insights from talking to smart people. Send us an email at [email protected] Or you can visit us on the web at Alright, so Jeremy,

Jeremy Weisz 3:31

Real quick. One thing we always say is, if you have a business, you should have a podcast just like in in again, we would say this before it’s self serving, we have a company that obviously we can’t John, you say this all the time, we can’t help everyone like not everyone’s a good fit to work with us. We’re not a good fit to work with everyone. But we still believe that every business should have a podcast just like every business should have a website. And before it was even self serving for us to say that we still 100% believe that we think everyone, every business should have a podcast.

John Corcoran 4:04

I agree. 100%. And we’re not the only one to say that. And it’s really remarkable how mainstream it’s become a literally last night I was watching Jimmy Kimmel. And he had on Sean Hayes who’s the one of the stars from willing grace from that sitcom. And he was on not to promote a movie not to promote a new TV show. He was on to promote two podcasts. He was the the main guest. And at the time I was watching it. I had my laptop up in front of me. I had the New York times the main page of the New York Times that Oh, an article there was about a podcast. And so I’m sitting here in New York Times, Jimmy Kimmel show, you know, it’s amazing how mainstream it’s become. But let’s dive into this, this idea of the five different types of content that every business needs to be creating. Jeremy, do you want to give us an overview?

Jeremy Weisz 4:56

Yeah, I mean, I can give an overview Let’s just start with the first one. And the first one. This is, you know, we eat our own dog for we listen to our own advice, right? Because we’re doing it right now. The first one is thought leadership. Every company should have a, you know, content if it’s a podcast episodes on their internal thought leadership, the CEO, the C suite other people from the company and it should in there’s seven different usually when we’re brainstorming with people, we brainstorm under seven different categories for internal thought leadership. And one example of that is frequently asked questions questions, you get a lot questions you say maybe have spent 15 times this week saying the same thing over and over, and you could maybe record it and send it to someone so they can learn and explore deeper, right, right now, someone said to us, I love this concept around the five different types of content I should be producing, you should talk more about this and go, that’s a good idea. That’ll be our next topic that we talk about is what we’re doing right now. Which is because we probably say this, you know, 15, 20 times a week to different people. And so right now we’re recording it,

John Corcoran 5:07

right? Absolutely. Right, you capture it, but you do it in a way that meets you where you’re at. So I think what a lot of busy founders think is that I’ll do this one day when I have time, or resources. And it never happens, right? But what we’re big advocates of is just have a conversation, you know, you have conversations all the time as it is, maybe you as you said you repeat an idea or concept or framework or strategy, you tell people that over the phone, you don’t realize that that might take five minutes, it might take 10 minutes might take 20 minutes to explain. But you can record it create a resource that you can utilize over and over and over again. And you do it in a way that allows you to maximize your time. So this is going to take you and I this is like 1520 minutes to do this presentation. When we’re done. We’re going to upload it is take us less than 60 seconds, the team will take over and they’ll handle everything else. And that’s what’s wonderful. So that’s thought leadership, what’s the other category really

Jeremy Weisz 7:18

quickly? Yeah, exactly what you said, Just to piggyback off of that, what could save you and your team time, where if you did it, it would save you 1520 3062 hours, three hours of you wouldn’t have to explain that as much or as in much detail anymore. So that’s the thought leadership and and the other thing was we get into the other ones, John, you want to think about his people skew all ends of the spectrum. So some people when they think of creating content or a podcast, they think of only this one type. And they only do thought leadership, like I’m just gonna record my thoughts into 15 or 20 minutes and record them every week. And having a spectrum of these, a diversity of these is really beneficial.

John Corcoran 8:02

Absolutely, yeah. And another big Well, we’ll get into some of the other categories. Which category do you want? Yeah. Next

Jeremy Weisz 8:08

one, is referral partners, strategic partners, big champions of you in the business, right. And so, referral partners, strategic partners, it’s really you want to capture amazing content, obviously. And the people who are your referral partners, strategic partners, are typically in an adjacent or similar field. And also you share, you know, if you’ve shared and they refer to you, you probably share values, ideals, core values, and types of clients as well. So there’s many reasons to talk about, and profile your best strategic partners or referral partners.

John Corcoran 8:49

Yeah, and it goes back to what we often talk about is it’s sexy to think about cold leads, right to go and meet, get new leads coming in the door. But what’s not sexy but quite effective is doubling down on your biggest champions, that people that already know like and trust you love you that have been singing your praises, telling others about you. doubling down on those relationships is incredibly powerful. You squeeze your squeeze more value out of that relationship. And it will lead to other great things because they’re more likely to introduce you to other great referral partners.

Jeremy Weisz 9:23

Give me one thing we do with with clients, John is a dream 100 blueprint, we map out a six to 12 month plan. And one of the things we do in those sessions is map out that dream 100 which is referral, which are some of these categories, and we often forget our best referral partners and strategic partners.

John Corcoran 9:45

Yeah, right. Absolutely. So that’s one that’s two types. So first was thought leadership, including seven different sub categories, including FAQs, frequently asked questions. The next one was referral partners. strategic partners and big champions was the third.

Jeremy Weisz 10:02

The third is clients, you know, have your clients on and profile them in their business and what they’re working on. Obviously, the, you know, you have developed a relationship with them, you’re working with them, and profiling them. And also, obviously, throughout the conversation, they will, it will come up that you help them and they’ll probably hopefully say something nice about you on there. And so it’s something you can point other companies to to say, hey, like, this is a great story. But also, this is one of our clients. And here’s a little bit about how do we help them?

John Corcoran 10:37

Yeah, absolutely. And so that’s a great, great point. So featuring your clients. And, you know, it can be in different stages of the client journey or life cycle, it could be on the front end, it could be in the middle, it could be on the back end. So it doesn’t always have to be at the same stage of that client lifecycle. I just like to point that out to people because it could be you know, someone who has been a client for quite some time, but you haven’t taken that relationship to the next level, doing an area someone is a great way to learn more about them. You build appreciation, they’re more appreciative of you after you’ve done that after you’ve, you’ve promoted them in their business. So it can it can take that relationship further. So that’s a great point.

Jeremy Weisz 11:20

Let me let me just say really quickly, so we gave the example of the first one, which is your thought leadership. The second one we talked about was referral and strategic partners example is like we both had iron garlic on our show, he’s, we love his service. And if people are looking for case stories, specific case stories to do with their clients, we recommend ion and he recommends us as well. And we’ll profiling him and having him on. And having that conversation to point towards that we go, Hey, check them out. Here’s the podcast we did with them, is a great way to to feature and profile and give to your network. You know, on the client side, we’d have many clients on her podcast, who talk about who, you know, without a saying, Oh, yeah, and I just want to mention, it’s been great working with you guys. And they’ll, they’ll say good things about us.

John Corcoran 12:07

Yeah, I often say it’s the best way to get a testimonial, because it’s hard to ask people for testimonials, it’s hard to have that kind of confronting conversation around. What do you think of what we’ve done is very exposing it makes you be be very vulnerable. Whereas if you turn it from, I want you to become a testimonial on my website, so you can be part of my marketing, when you shift that from, I’d love to feature you on my podcast, so I can tell the world about your service, it’s a completely different ask, it’s a gift rather than a take. And then ultimately, what ends up happening is they’ll end up saying some some kind words about you. And I also say this, you know, coming from the legal background, as a lawyer, you know, a lot of people are sensitive about revealing who their clients are. Well, consent is a way for clients to acknowledge, you know, marketing content. So if they consent to being a guest on the podcast, and they talk about, you know, being a client of yours, they’ve consented to that being a public. So that is a great way to get client relationships out in the open into into be able to share with others, you know, some of the good work that you’re doing,

Jeremy Weisz 13:23

in another example, the client thing, so it allows me to, when I recommend our clients to other people, since we talk to a lot of people, and we make five to 20 introductions every single day within two of us, you know, like a D, I interviewed a D, right? And D clovers. She’s amazing, with different, you know, mapping process for companies. I was talking to someone today and I said, Hey, they’re like, yeah, I really need these like processes in my companies. I’m like, I have the perfect person for you. I sent them the interview, I go, here’s the interview I did with a D. And, you know, check it out. And I was able to send them like her methodology, her thought leadership and on my podcast.

John Corcoran 14:05

Yeah. And it becomes a much warmer introduction. I just said that this morning, Steve Simonsson, and Guillaume two of our, our clients at different points in time, I introduced the two of them. And I included with the introduction, a link to the interview that I done. Yeah. So

Jeremy Weisz 14:22

next one is potential clients. So this could be potential clients you see out there go this person, you know, this would be great content. First of all, you know, it’s going to be someone in the industry. So it’s table stakes to say this is going to be great content, I have to I always say that there’s different ways to create great content. And we have, we have, there’s stuff on the internet. We also have a course that kind of goes through one section his own whole sections about how to create great content, but the potential clients it could be someone you see out there that you do not know at all. That is a potential client I had someone introduced us to a potential client the other day And I was like, wow, this person is like a rock star business. And before we even gotten in the conversation of, Hey, I’m thinking of starting a podcast, because that’s where they’re going and go, why don’t we? Why don’t I just have you on the podcast? And I’ll feature your story. And then afterwards, we’ll chat about what your questions are about podcasting. And so it’s a way to just also just give to that person, I didn’t go right into Let me tell you about all the stuff we do about how we can help you. I said, Let me help you first and profile you. And then we can have a conversation after so it could be people out there that you see companies out there that are like this would be a perfect, great content. It’s a great potential client. Or it’s someone that has introduced you as a client, potential client.

John Corcoran 15:41

What do you say to people who, who are hesitant to interview prospective clients, because they feel like maybe one reason might be that they feel like they need to be the expert. And the people that they are helping, don’t have anything of worth to share on a podcast.

Jeremy Weisz 16:06

You mean, in objection? When you ask someone that,

John Corcoran 16:10

you know, connection to you know, they’re there, if you

Jeremy Weisz 16:12

ask someone? And they say, Well, I’m, I’m not sure I have that much to share. Is that is that no,

John Corcoran 16:18

I, what I was asking about was, if we have someone who is doing a podcast, this often comes up with people who’ve been doing a podcast for a while, and they’ve only interviewed, you know, gurus, authors, speakers, which are the last category we haven’t gotten to yet. But that’s the only types of people they focused on. And we say, Well, have you interviewed any prospective clients? And they say, No, I’ve only interviewed gurus, authors, famous people, that sort of thing. Well, it’s a wonder you haven’t gotten a client side of this, you know, because you’re only interviewing people that it doesn’t they don’t care lick that they’ve been a guest on your podcast? Because they’ve been on 100 other ones before? So what do you say to people when they need to make that shift? And they need to interview you know, that diversify it and and also interview people that may be a good prospective client for them?

Jeremy Weisz 17:09

Yeah, I mean, the people coming to us kind of realize there’s an issue, they don’t know what the issue is. And so one of the things we do is we go over these five categories, and we show them how heavily weighted they are on one of them. So it may be, which is the last one, maybe the first one, which is they’ve just you’ve been on calls where someone said, Oh, let me check out what you’re doing. Because a lot of people will come whether they have, they want to optimize their podcasts. So they’ll like what do I need to do we want also, they want to get out of the weeds of doing everything. And one of the things we look at is, oh, you’re only talking in front of a mic about your thought leadership, you’re not doing any of these other things. So it’s kind of going over what I tell them as I go over these things. And I tell them, tell them the opportunities in each of these categories, and how it would benefit them. And the last one, which people are also skewed on, we find people are skewed on the first one, which is the thought leadership that just them recording their thought leadership, they’re not doing as many strategic referral partners are not doing as many clients and potential clients. And they are doing a lot of this last one, which is the authorities in the space. So who are the big speakers, authors, gurus, influencers in the space, and they’re going after those type of interviews, they don’t make them I don’t categorize those, and they don’t realize it, but they’re looking for bigger and bigger and bigger names. Which, you know, it’s gonna be great content, because obviously, they’re experts in the industry. And it’s going to create a lot of social proof for to have that person on the show. But what it doesn’t do, it’s like, it’s harder, because like you said, when you’re profiling those people, they’re very busy. They’re very busy people. And the way we talk about a podcast is forming real relationships and giving to our relationships in they’re just so busy, it’s sometimes hard to get deeper with some of these people.

John Corcoran 19:07

Right? Absolutely. Yeah, yeah. And I’ll even add a sub category. So the other we you said authorities in the space, some people only pursue authorities outside of the space. So you know, there are people that have achieved some notoriety, notoriety or fame, but not in the field that that person that the pod host is focused on. And so, you know, they interview whoever’s famous in other fields, but it doesn’t have any strategic benefit. You know, the other thing I tell people is, look, over the next five years, 10 years in life, your network is constantly evolving. The people that you know, the people that you have relationships with constantly evolving. You add people, you drop people, you can either do that intentionally or not. And if you’re interviewing a bunch of B list celebrities who are on survivor and you’re interviewing celebrities, And you’re interviewing, you know, someone who wrote some book and hit the Amazon bestseller list in some small sub category for a week and a half, and you’re taking all the PR pitches that came in. Good luck to you. But that’s going to that your network is going to be reflective of the time that you spent nurturing relationships with those types of people, rather than focusing on authorities in your space leaders in your space speakers in your space authors in your space.

Jeremy Weisz 20:25

A good example, John, that is, there’s been people that we have consulted with and know that their business is like a b2b business. And they had a long string of comedians on. And so in that situation, great. Like, I love comedy, right? If it were up to me, I’d be like, yeah, I’m having every episodes with a comedian. And I would get pure enjoyment out of that. But you have to kind of see, okay, maybe one out of every, whatever number that you’ll allow yourself to do that just because it’s of self interest. And it’s interesting, but what’s gonna keep someone continuing doing a podcast is making sure it serves the goals and the mission of the content and the business, in which case, you someone will quit very quickly. Typically, if they go another route, and you’re like, this isn’t doing anything for me. I mean, this is fun, but it’s, it’s time and energy.

John Corcoran 21:20

Right, right. Right, exactly. So just to sum those up, again, summarize the five different categories. Jeremy, do you want to run through them? Yeah, for us.

Jeremy Weisz 21:28

So there’s the thought leadership thought leadership of the this is internal of the of the team. And, you know, the per the founder or CEO or the team itself, there’s referral partners, strategic partners, there’s client, you can have on for interviews to get potential clients on for interviews. And then you could have authorities in the space if there’s, you know, bigger names, authority, speakers, authors, celebrities in the space. And those are when you think of the buckets that you’re going to produce content falling into one of those buckets.

John Corcoran 22:01

Yep, exactly. All right. Thanks, everyone. Thank you, Jeremy. Where can people go to learn more about us? Or what else can we can do to help people who want to go deeper with this and explore the possibility of having their own podcast?

Jeremy Weisz 22:17

Yeah, I mean, one of the things that we do we always recommend people who we start with, we do this dream 100 process with people and it’s, it’s very personal, it’s one on one calls, it’s three calls, typically where we map out a six to 12 month plan so if it’s something you’re interested in doing, you can email us and go to and you can go to the contact us or email [email protected] if you want to check out more episodes, go to and check out the podcast that John is the host of and you can go to And check out some of the interesting interviews I’ve done there.

John Corcoran 23:01

Alright, thanks, everyone. Have a great day. Thanks for being here.