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March 12, 2022

Content Management and Distribution Strategy

Content Management and Distribution Strategy

Content Management and Distribution Strategy

This is our final installment for our Livecast Life series, and this will complete our book. We'll be able to go through the editing process and once that's formatted, we'll be uploading it to Amazon and putting it up for sale. It's probably going to be available on April 1st, April Fool's Day. 

I'm already on chapter six in editing. It's going to be about 15 chapters and we'll have a lot of really great informational content in there. It goes right along with all of these videos that we've made and the accompanying podcast. So whether you prefer to watch the video, listen to the audio or read it in a book format with accompanying graphics and downloadable worksheets, you'll have all of that available to you.

Content Management

How do you get people to see all of your content? It's helpful if you can put it all in one place. A place that we found to put all of our content is called Podpage. (

This is specially made for podcasters. Your podcast goes into Podpage from the RSS feed. It takes five minutes to set up your site. It imports all of your graphics and information from your podcast. So if that's already been set up and has been an ongoing thing for you, then this takes five minutes to set up your website.

You can also add in your videos and blog. Everything can be on one site. You can find our podcast on the front page at and it provides links to the most popular places where you can listen to our podcast.

It gives you some of our social media feeds as well. Down at the bottom, you'll see information about Toby and Shelley. If you keep scrolling you see all of the ways to connect with us. At the very bottom, you'll see the word “Reviews” and you can click on that and leave a review about our podcast and let us know what you think. 

In the navigation bar at the top, you can click to register as a guest on our show.

Podpage takes care of housing our content, and people can interact with us as podcasters on our website. 

Toby: We're very pleased with what Podpage has enabled us to do. It gives us the opportunity to put in links to all our other properties on the internet, as well as get you to our storefront on Amazon in case you want to buy some of our recommended equipment for your home studio.

Shelley: When you are putting out a livestream video, a podcast episode, and a blog post every week, have it land in a place where everybody can find all of your content. That way they get to choose the type of media they want. Would they prefer to read? Hear the podcast? Watch the video? They can find it all in one convenient place.

The nice thing about Podpage is once you've given it the RSS feed and the YouTube channel link, then everything is automatic.

Every time we post our content on those sites, it automatically is uploaded to Podpage. We don't have to deal with all of that once it's set up. 

Toby: It has a link to our live feed from our Facebook page on the front page.

Shelley: You can find that at  

What comes after videos, podcast episodes, and blogs?

We have a whole list of things you can still do with your content. This is a list that gives you some ideas, but there are more things that I don't even have on here that you could probably come up with as you go through social media and things pop up. You may be inspired by something you see that you could make from the content you already have.

Here are some of the things that we do with our content and we recommend you make:

  • Audiograms
  • Social media posts
  • Newsletter and LinkedIn articles
  • Compilation books
  • Course and membership materials

Make sure you connect and share your links with your guests. You can also expand your brand when you collaborate with people to cross-promote your businesses. 

What is an audiogram? 

An audiogram is a short video featuring a graphic with your podcast branding along with dynamically captioned audio. It may also feature a waveform that changes in response to the audio level. The audiogram offers a taste of your podcast so viewers will be tempted to download and follow your podcast every week.

How do we make one? 

We go into Canva and create a square background. You can choose to make an Instagram post and it gives you a square, blank background. Then you can find templates in Canva you can customize to build your own background for your audiogram.

Once you have that background created, drag and drop that into Descript. We have already uploaded our audio into Descript to transcribe it. Then we can bring in that square background that we made in Canva and add in the waveform and dynamic text. 

We export that as a video that is less than a minute long. You can choose a clip of your conversation that was especially entertaining or inspirational. Or if you can't find the back and forth that you're looking for, you can cut and paste pieces of your conversation and make it sound the way you like. Then you optimize those edit points so that it sounds like that's how it was originally said. Leave out the filler words or pre-ramble if there's too much of that. You can cut just the pieces that you want, fit them together and make a really good audiogram that's entertaining for people to hear and see.

The link you show in the background and in the post tells them where to go to find more information. I’ve put our website, at the top of our graphic.

Toby: What can they do with these audiograms? 

Shelley: You can post them all over social media. If you had a guest, you could share that in a media kit with your guest and they could share it on their social media.

Instagram and Facebook are good places for it. You could upload it as a YouTube short, put it on TikTok or anywhere that hosts short-form video. 

Toby: It's a good idea to make your audiogram less than 60 seconds for a variety of reasons. That's about what your audience can tolerate in terms of listening time. But also most of the short-form applications like Instagram, TikTok, and YouTube shorts limit you to 60 seconds. They are very useful because you can put them on a variety of platforms that accept this kind of media and then give it a link back to the original piece of content.

Shelley: I found a format that I like with a circular profile photo of each person speaking, one in the top left, one on the bottom right. Then the waveform that's in a circular frame will light up and flash when that person is talking. The words show up in the center and they change with a highlight. You can use your brand colors on Descript when you're making these.

For the background, you can update it every week in Canva. You've already got last week’s graphic in there and you just change a few things and bring that back out and put it up in Descript. 

Social Media Posts

You can make social media posts out of your content. Use an image. It could be an image from your show, it could be your face, or it could be something that you grab from one of the copyright-free sites where you can get free photos such as Pexels, Unsplash, or Pixabay. Pull one of these photos and then use a quote from your show. Use a link to help people get back to the longer piece of content, whether that's your podcast, your video, or your blog, whichever one you want to promote. 

Then add your hashtags. All of the social media platforms respond and use hashtags for indexing and people can follow a hashtag or look up information using the hashtag as a keyword. 

If somebody is following or looking for information on #content marketing or #podcasting, they can type that in and they will see the relevant social media posts pop up. 

This is something that you can put on Instagram, Facebook, LinkedIn, or Twitter, and it attracts attention for you.

Toby: We divide the internet up into video platforms, audio platforms, and text platforms.

An example of a video platform is YouTube. Spotify, Apple, and Google podcasts are all included in the list of audio platforms. Platforms like your WordPress blog, LinkedIn, Facebook, and Twitter, tend to be text-based and very convenient. 

Social Media Automation Apps

Shelley: I highly recommend these. A lot of people say you don't want to do that because it's just wallpapering everything with your content. I don't agree. 

You're only going to see a post that I post if you're on that platform at the time that post goes up or shortly thereafter. After that, it slides on out of the feed. 

If you use social media automation apps, that means all your content, your blog, your podcast, and your video go in there automatically. You can also create additional posts if you have the time. Then the app shares it with all of your social media accounts. I automatically have things posted to my Facebook page and my Facebook group. I have things automatically posted to Instagram and to LinkedIn. That is something that happens automatically once it's set up.

I can create audiograms and insert those into the app to have them go out at the times and places that I designate. 

It's also a good idea to supplement these automatic posts by going into social media and commenting on other people's posts and sharing those posts out in other ways. For instance, if your social media automation sends a post to your business page, share it from there on your personal page. That gives you a double bang for your buck. 

Automation is something that you set up once and it does its job. I find it amazingly helpful because whether I remember to post or not, or whether I have time to create those audiograms and posts or not, stuff is going out every time I've done my work for the week, which is my livestream, my podcast, and my blog. Every day it continues to go out. The RSS feed brings the content in there and the app sends it back out where it needs to go. 

I highly recommend it. There are a couple of them that I use. I suggest going into AppSumo, looking through what they have there, and seeing what works for you. Everything is a little bit different but look for the things that matter to you.

If you are putting out content every week and you want your RSS feed to automatically send posts out, then you might want to look at something like MissingLettr or Social Web Suite, that’s what we use. But if you want something where you bring it in and schedule it and it sprays it out for you, then FeedHive is good for that. 

I'll be honest, I use three of them because I want it to be easy, automatic, and have it cover all the gaps. If one has a gap then the other one covers it, so that it's constantly spreading our content all over the internet. We continue to post every day in all the places our audience might see it.

Toby: When people go to AppSumo what kind of apps should they search for?

Shelley: Something in social media automation is what you're looking for.

Toby: How much time do you think it takes to learn each of these apps?

Shelley: I think once you've done one, if you're going to add on another one, they're all very similar. It's just like with email marketing software, once you've done one, they're all pretty much the same. They all have the same kinds of things going on. Find one that's user-friendly and tells you all the steps to follow to set up your accounts.

Toby: We fulfilled our weekly commitment to video, audio, and blog. Then you take on the effort of creating additional content types. How much time does it take you to turn what we've already done into different content types and how long does it take you to populate those content management and distribution apps?

Shelley: It depends on the app. With MissingLettr and Social Web Suite, I don't do anything regularly with them because everything's pulled in from an RSS feed and sent out. With MissingLettr, I go in every couple of weeks and I spend about 10 minutes making sure that the current thing that we're working on is what we're sharing out.

Creating the audiogram takes me half an hour because I have to find the right piece of conversation. That's what takes the longest. But once I've got that, then the rest of the audiogram is easy. It takes 10 minutes at the most to create an audiogram once you’ve found the piece of conversation that you want in there. I put that up in FeedHive, and that just takes five minutes to put it up, schedule it, and have it spread out over all my social media accounts. 

Toby: These are not expensive applications. Usually, you can get a lifetime license for around $49. Some of them are more expensive, but that’s not much considering it's a lifetime license with upgrades and things like that. AppSumo is very good about presenting applications to you at a good price, under a hundred bucks, with lifetime license updates, and you have the ability to buy it and it belongs to you. In some cases, they allow multiple users.

Shelley: Definitely take a look at social media automation apps. It's a big time saver.

Toby: Time and money saver. 

Auto Send Email with RSS Feed

Shelley: Another thing that I do is auto send an email with the RSS feed from my blog posts. When you have a blog on WordPress, you have an RSS feed that people can subscribe to. You can take that RSS feed link and put that into your email marketing application. We use Get Response. I don't know if all email marketing providers offer this, but if you have one, check into it. All I do is put that RSS feed link into Get Response. Then I modified their automatic email. 

Every time I write a new blog post on that WordPress site, it sends out this email to people and tells them it's from AGK Media Studio. It says the name of the blog post and provides a summary that I’ve written. It provides the link to the post. At the bottom of the email it says, why am I getting this message? It explains that because Shelley has added a new post to her blog, you're getting this email to let you know that it's there. 

Everybody on our email list gets a very personalized email newsletter every Tuesday. Then on Fridays when I publish the blog post, they get this email that says, the blog post is up if you want to go look at it. 

Newsletter and LinkedIn Articles

LinkedIn Newsletter header image

Another great place to use and promote content, show it off and share it is my LinkedIn Article or Newsletter.

The beginning of the newsletter is more personal. That leads into training, and it feeds into the quotes that I'm going to highlight from our show that we streamed the week before. I also embed the podcast player in the article so readers can listen to the whole podcast episode by clicking the play button.

If people subscribe to my LinkedIn newsletter, they'll see it every Monday. They'll get an email about it and they can read it. It's got all of this information, clickable links, and at the end, they'll see a call to action. “If this resonates with you, if you need help, you can make an appointment with us or you can watch this video.” Whatever it is, that call to action is there with a clickable link. This is all possible using LinkedIn newsletters. 

I do the same thing with my weekly email newsletter. I'll pull in something from the show that is part of our content. I put that into our newsletter. Reusing and repurposing that content all the time helps to show who you are and what you think and people get to know you through that. 

Once you've set it up the first time, it becomes a template. You just copy the same method each time and only the specific contents change.

Toby: This is all part of the process of building credibility with the search engines and building credibility with your respective audiences. That is done with consistency, quality, and repetition. If you find yourself in a situation where you’re putting content on your blog, LinkedIn, five pages on Facebook, and three channels on YouTube, don't feel bad about that kind of repetition. Worry more about the quality of your content and the consistency. Repetition is not a problem. 

You're building credibility with the search engines which send out spiders crawling the internet to find out what's out there. They just say, oh, look, another piece of content, text, video, audio. The more you do to be consistent, produce good quality content, and repeat that out into the internet world, the better off you are in terms of credibility.

Shelley: Each week is a new newsletter. As you're creating these things, you come up with a template so that you're only changing one small thing instead of everything, every time. That template saves you a lot of time and energy. If you're interested in finding my LinkedIn newsletter to see an example, go to  and subscribe.

Connect and Share

The next thing we can do to get our content out there is to connect and share our links with our guests. If we have a guest on the show, then it's important that we connect with them. We ask them to join our email list. We ask them to subscribe to our channel and our podcast so that we're growing every week by at least one person every time we have a guest. We prompt them to ask their audience to subscribe and ask them to share those links with their audience. 

Share links by email. As soon as Toby is done producing a show for or with somebody, he finishes all of the work and then he sends all the links off by email. “Here's where your video is. Here's where your podcast episode is. Here's a copy of your transcript.” We share all that with the guest or the person for whom we're producing the show.

We want to connect with that guest on LinkedIn, Facebook, or Instagram. A lot of times I'll link with people on LinkedIn and then we start talking back and forth on each other's posts. That's a great way to get that buzz going. We tag them in posts. If you're posting about your show and guest in a place like Facebook or LinkedIn, and you've connected with them on those sites, then you can tag those people. That way they're sure to see it. They're more likely to comment and share that post with other people. So it gets out there and grows. 

It's also a good idea to share and comment on their posts. You've connected with them on those social media sites, you see something that they post and then talk to them a little on their post because that helps them too. Then they're going to reciprocate with more comments on your posts.

Pam Uzzell LinkedIn Post

Toby: We've had a very good experience with the women who we interviewed at She Podcasts Live because after we produced the book and let them know that it was available, we sent them an ebook copy of it. They've used that to promote themselves as well. Pam Uzzell and Tiphany Kane used it to say, “I'm part of this book!”

Ask For Referrals For Future Guests 

If you have a great guest on your show, ask them, do you know anybody else who is a digital marketing expert that we could ask to be on the show? They will usually have a good suggestion because we all know each other in these different communities. They'll give you a referral and that helps you with your gathering of future guests.

Toby: If you're having trouble getting guests there are several sites like PodBooker and Podmatch. They're designed for podcasters, but most podcasters realize that some podcasters like us use livestreaming as a basis, and then it becomes a podcast.

There are free versions of both of them. You can start connecting with people of like-mind that you can invite on as guests.


Shelley: When it comes to collaboration, you can work with another person in a similar position on a joint project such as: 

  • Swap podcast guesting; (you be on my podcast, I'll be on yours.) 
  • Write a guest blog post. 
  • Join another podcaster as a cohost. 
  • Co-author a book together.
  • Co-host a webinar or summit. 
  • Speak at a virtual or in real life (IRL) event.
  • Cohost a retreat or a membership group.

As entrepreneurs, we feel very isolated and alone. But there are people we can connect with who could be referral partners. They might have the same kind of audience that we have, even if we do different things for that audience.

We can work together on these projects and it benefits both of us. So one plus one doesn't equal two. One plus one equals 10 because we spread out that much. 

Dr. Ty Belknap has a podcast and a YouTube channel, and Toby was a guest on his show. He was more than just a guest, it was a collaboration because Dr. Ty was on our show and then Toby was on Dr. Ty’s show. That swapping of podcast guesting works and it creates wonderful relationships and referral partners.

Toby: It's not unusual for others to select collaboration with us. They know we have a breadth of social media platforms with an audience on each one. It's good for them to have us on their show because they expect that we're going to reciprocate. I shared Dr. Ty’s video and promoted it on my Facebook page. We've asked him three times to be our guest on the show. There was the initial one. Then we asked him to be on our panel. Then we asked him to be part of the digital marketing program, which is going to be a book. He's very excited that he's going to be in that book.

Not only are you building collaborative opportunities, but you're also building relationships that come in handy in the future. When people ask us, do you know anybody who might be a guest on my program? or might speak at my masterclass? We recommend people like Dr. Ty and he will do the same for us.

These opportunities keep rolling forward because you get other opportunities as a result of the collaborations. It's a really good approach to doing this kind of business.

Shelley: I did a livecast collaboration. One of the women that we interviewed at the She Podcasts Live conference in October 2021, was Jen McFarland, founder of Women Conquer Business. She expressed that she was experiencing podfade. She didn't want to let go of her podcast. She really loved it, but she couldn't find the time to do it anymore. So I stepped up and said, how about we collaborate? I'll take over half of the duties. I set up the livecast, we do the show together and then I finish the production of it. Then she sends it out as a blog and puts it on her social media automation apps. She gets it out there and makes sure the SEO is top-notch so it grows all the time. I get to be on it to be seen and heard and she gets to build her business further with that collaboration. 

I wrote a guest blog ( for Women Conquer Business about livestreaming and because she's such an expert at SEO and getting a lot of eyes on a blog, she took what I gave her and made it into something spectacular. That blog now brings in many new readers and highlights me as a writer and an expert on livestreaming.

So writing a guest blog post, or collaborating on a podcast or a livestream is an excellent way to quadruple your efforts because many more people are seeing it. You each use your expertise to make the final product that much better.

Compiling a Book

Toby: One fun point for me in all of this effort is realizing that no matter how frustrated I am with writing, I can make a book. It happened with A Gypsy's Kiss. It happened with our new Women In Podcasting book, and it'll happen at least two more times this year by compiling more books. 

Once you've chosen a theme for the show you're creating and then you start inviting guests, you have the ability to use that edited transcript to make a book.

If you're a specialist in treasure coins, for example, and every week you have a show about treasure coins and you invite guests on, transcribe those episodes and edit them. Soon, you start seeing the possibility of creating a book with various chapters for each episode, and that theme is substantiated. When you or your guest talk about specialized subjects like a different coin every week, you create a comprehensive book. 

I'm just using the example because we all have hobbies and interests. My hobby currently is small set photography. I’m sharing my hobby on my Videotero Live YouTube channel. After about the third show, I started making transcripts and using that as a basis for a book. The book will also have photographs I’ve created associated with it. 

If you start covering something consistently from week to week, you have the potential for creating a book from those transcripts.

We always recommend, of course, if you do have a guest on your show or someone is making a contribution to your show, get a signed release.

The book creation process is very easy for us. Stream the live video, download it, and upload it to Descript for transcription. Edit the transcript and eventually, you can combine each of those episodes into a single package. MS Word has a template for you that puts the text into a book format very easily. Then upload it to Amazon so that Amazon can publish it for you. Amazon doesn't charge you for the production side. When a book is sold, they take their cut and you get a profit from that book.

You can decide whether you want to sell a book at cost. Some people use it as a promotional tool and you can sell the book at cost or you can make a little profit from it. As podcasting business owners, it's more important to get the book seen and for people to read it and come to know you as an expert. 

I'm looking forward to the production of these books. I'm very excited about getting it uploaded to Amazon and having them publish it and put it up for sale.

Women in Podcasting Book cover

Shelley: It is wonderful to have a solid, real copy in your hands and to say, I did this! I put this together. I made this happen. It's not that difficult, especially if you're working on the content by doing interviews or presentations like we're doing. 

Each live presentation we create will be turned into a chapter and put into the next book. That's how we make a book and that's how we stick to a timeline and finish what we start.

You can do it too. Anybody can do it as long as you have an area of expertise that you're interested in and you keep at it.

One thing I like about Podpage is when people register as a guest, they have a release that people can sign as they are registering. We read through the release and it applies to all types of content. So if they agree to be on your show, then they also agree that you can use that material as whatever type of media you choose, including a podcast or a book, or even a free PDF if you want to do that. Tell them this is going to be a book so they know it. They're ready for it. They're excited about it and they're going to share it. They're not going to be surprised. Even though they signed the release they need to know so that they're prepared mentally for that book to come out.

Toby: People who are serious about making themselves available to be part of your podcast or part of your livestream are very much aware they're going to be asked to sign a release. If they have a podcast and book guests for it, they should be doing it themselves.

We've had interviews with digital marketers where they say, I'd like to start doing more content creation and marketing. Our Women in Podcasting book has nearly 300 pages of content. We interviewed a woman podcaster and she created her own book on how to master the podcast interview. Her book is published on Amazon. It's 45 pages long. She had enough content and confidence to publish a book on Amazon and she promotes it and gives away free copies to people.

Compiling a book is a simple process and you can decide what to include and how long the book will be.

Shelley: It’s a business card with Thump!

If you go to you can find our books on Amazon. If you have Kindle Unlimited, you can read them for free and you can go through all the beautiful pictures and learn a lot about podcasting and how to put a book together.

Course and Membership Materials

Shelley: I was scrolling through LinkedIn and I saw a post that said, I know it's hard to afford to pay for coaching for livestreaming. So I put this really inexpensive introductory course together, and then he gave a price for it of $397.

All of that same information is in our YouTube video series that we just finished today. Our Livecast Life series is free on our YouTube channel. I was amazed that he was charging that much money for it when we were giving it away for free, but we could charge for it just by adding coaching or a membership to it.

The videos become an online course. The book is the text for it. Offering worksheets and having weekly membership meetings means we could charge for our time and expertise and answer questions for our members. That's something that you could do, too.

Take videos that you've created or use audio clips if that’s what you have. Transcribe that and use that transcribed text for instruction on the site where you have your course. Compile a companion book like we're doing. Compose worksheets and checklists that people can download and if you create slides the way we do, you can offer them as a PDF download to augment the materials. Some people prefer to have a hard copy so they can study it, make notes, or take it to another location. 

There are so many ways that you can use your materials, repurpose and recycle them.

You don't always have to come up with brand new ideas every week, staying on the cutting edge of everything. Sometimes it's helpful to take those things that were popular that you talked about six months ago and bring them back again.

Creative Campaign Producer training video series

Toby: Streamyard has additional features like showing slides and sharing your screen so it enables you to create a finished product just by showing up and speaking extemporaneously. Or in our case, having an extemporaneous conversation.

There are people who work from a teleprompter. The camera is behind the teleprompter and they read the script and that's how they build their courses. 

Shelley: That’s how I did the videos for the free training course that we put together. If you're interested in getting that free training it's the Creative Campaign Producers Training. You can find it if you go to our website The top of the screen has a button that says, “Start Here.” Click that button and you'll be able to get into the free training from there. It's really well laid out. It's short and to the point about how to do live streaming, podcasting, and blogging all at the same time and why you want to do that for your business. It’s also a simple example you can follow to make your own course.

Sign up for our updates newsletter that comes out every Tuesday. It's very personal and informational for people in the digital marketing field or people who want to know more about how to expand their brand and business online. It will provide a helpful example of how you can share your content every week in a newsletter format.

It's got fun photos, free offers, ebooks, and all kinds of great stuff. Go to to get signed up for that. 

Toby: I get it every Tuesday and I go through it. I am always pleased to find that Shelley talks about things that I didn't know she was going to talk about.

It's always very informative and I do have to admit that I'm not the best writer in the world. I don't have the patience for it. Shelley not only has the patience for it, but she's an excellent writer. She composes beautifully and always with a purpose in mind. 

So please read it.

Shelley: The conclusion of our presentation for content management and distribution, is that it doesn't do any good to livestream video, podcast and blog if you don’t share it and bring people in to consume your content.

Management and distribution is the second half of creating the content. Doing something with that content is very important and gives validation to the effort of creating it.

Toby: Don't be upset if you're not building up your video and audio platform subscriber base as quickly as you would like. The real benefit in doing what we recommend is that you're building credibility in a broad variety of ways from video, to audio, to publishing books.