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Livestream Your Podcast with Christoph Trappe (Ep62)
Episode 6210th March 2021 • StreamYard Connect • Ross Brand
00:00:00 00:59:53

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StreamYard Connect Ep62

Going Live author Christoph Trappe discusses why you should live stream your podcast. Make live streaming a competitive advantage for your business. It’s StreamYard Connect with Ross Brand.




⚙⚙ GEAR Recommendations:

📌 Live Streaming Predictions for 2021:

YouTube Video Chapters

00:00:00​ Intro

00:02:50​ Ross Brand on why podcasters should live stream

00:03:30​ Best way to use live streaming to grow your podcast

00:05:13​ First step to adding video to your podcast

00:06:15​ StreamYard makes it easy for podcasters to live stream their podcast

00:07:38​ Guest Christoph Trappe has a new book: “Going Live: Livestream Your podcast to reach more people”

00:08:10​ Upcoming StreamYard Connect guests: Shamir Allibhai of Simon Says AI Transcription and Iconn CEO & rap legend Ja Rule

00:09:48​ 6th-Annual Predictions

00:12:06​ NBC News Now expands live streaming news broadcasts

00:13:28​ Gaming and eSports Live Streaming growth and monetization

00:15:14​ Live streaming the Iditarod Trail Sled Dog Race during the pandemic

00:17:35​ Adam Ezra on 365 days of livestreaming

00:18:25​ Quietly Influential Summit

00:19:22​ Go Live with StreamYard

00:19:43​ Guest Intro: Christoph Trappe

00:21:05​ How to maximize your podcast production

00:22:08​ The biggest hurdle for podcasters thinking about live streaming

00:26:19​ Edit your podcast for the matrix

00:27:34​ Multistreaming your lives stream podcast using a tool like StreamYard

00:34:11​ Book Launch for “Going Live”

00:36:52​ Authentic Storytelling

00:37:16​ Journalistic approach to storytelling

00:39:38​ How to make the most of your content

00:41:08​ Show notes: Yes or No?

00:42:40​ How to rank in search engines without writing an article

00:43:45​ WordPress: Duplicate a published blog post

00:46:26​ Live stream to podcast to article workflow

00:47:40​ Don’t make this mistake with internal podcasting

00:48:43​ Pros and cons of internal podcasts

00:50:10​ B2B vs B2C content: Similarities and differences

00:54:24​ Clubhouse pros and cons — Matthew Pollard

00:56:30​ Foundational content vs social media engagement — Valerie Morris

00:57:40​ How to write a professional bio for LinkedIn — Nancy Ancowitz

00:59:55​ Free registration: Quietly Influential Summit

01:00:30​ StreamYard Schedule of Live Shows


🎤 Christoph Trappe

Christoph Trappe is the author of the new book “Going Live: Livestream your podcast to reach more people.” He’s a content strategist at Voxpopme and the chief content & marketing officer at The Authentic Storytelling Project. He’s a Top 14 Content Marketer and Top 25 Digital Marketer.

📌 Book:​

📌 Website:​

📌 LinkedIn:

About StreamYard Connect

StreamYard Connect highlights the different ways talented professionals use live streaming to communicate with customers, connect to new career opportunities and attract candidates to fill job openings. Plus we cover news and technology updates…and the production techniques that power successful live broadcasts. Hosted by Ross Brand and sponsored by StreamYard, a browser-based app that makes it easy to produce professional-looking livestreams. Join us on Wednesdays at 2pm ET for StreamYard Connect on the StreamYard Facebook Page and YouTube Channel.

About StreamYard 

StreamYard is a live streaming studio in your computer or mobile browser that makes it easy to host shows with stable, professional-looking streams.



Full Transcript: StreamYard Connect, Ep62

Ross Brand 1:57

Gang, there’s a brand new book that’s out all about live streaming and live streaming your podcasts. It’s called Going Live. We have the author here today, Christoph Trappe. We’ll talk to him in just a few minutes on StreamYard Connect. Let’s do a show.

Ross Brand 2:50

One of the things that I talk about when I speak at podcasting conferences, is the value of live streaming for podcasters who want to grow their audience. One of the ways they can do that is by just going live to talk about their most recent podcasts, what they learned, interact with their audience. Other ways are to provide some access to subscribers and people who might be interested in their podcast. Some people monetize through premium groups and they do Zoom live streams. But to me, the most effective way to use live streaming for a podcast is to actually livestream the podcast recording. And in addition to that, I always encourage people to use video on their podcast, even though it’s an audio podcast, the video makes for great clips for repurposing that are scroll stoppers on social media as you’re trying to raise interest in an episode and raise interest in your podcast and let people know about it and build your brand.

There’s a power to that visual aspect of video. And it stands out on platforms like Instagram and Facebook and Twitter. So I’m a big believer in podcasters’ live streaming to grow their podcast, to reach new audiences, to get more ears on their podcast, even if eyes come along with those ears. And this is what we’re going to talk about with Christoph Trappe. I’m so excited that he’s writing a book on this topic because I think this is one area where many podcasters could see a massive improvement in how they go about growing their audience, gaining more subscribers gaining more downloads, gaining views and selling more products and services and growing their business. It’s all, it’s all possible and live streaming is such a powerful way to do that. But it’s tough to get people to turn that video camera on, I always say, just start by turning the camera on while you’re recording. You don’t even have to go live the first time, but just turn the camera on, let it roll, record and see what it feels like to find the clip where you said something really impactful. And you share that clip on social media and you see how people react to it.

Ross Brand 5:41

Then as you get used to that, perhaps going live becomes something that you’ll be comfortable doing, eventually. The first few times it might be scary. But we see a lot of podcasters. One of the things from talking to people at podcast conferences. A year ago, two years ago, they all were interested in going live. They were all a little bit uneasy about the technology, about how they would bring on their guests and recorded it. And of course StreamYard makes it so easy to bring on your guests. And when they learned about what they could do with StreamYard, a lot of those podcasters are now recording their podcast live. They’re live streaming their podcast recording session. Some of them, many of them, not only have gotten good results out of it and reach new audiences, but they actually enjoy the experience. And they enjoy the experience of live streaming and interacting with an audience. Perhaps while they’re recording the heart of their podcast, they may do it completely podcast style. But oftentimes they do a pre show or a post show in which they have that interaction with their audience. And it definitely takes it to another level in terms of reaching out to people in terms of your interaction, and your engagement. But also, it’s a lot of fun for a lot of people. So I know we have a lot of podcasters who are part of the StreamYard community. If you are a podcaster, do you record your podcast live? Why do you record it live? Why don’t you record it live if you have a podcast and you also live stream? Is there a good reason? And I know there are good reasons why someone might not actually live stream their podcast. But Christoph Trappe makes it a great case for live streaming your podcast. His new book’s called Going Live. We’re going to talk to him in just a few minutes. It’s an honor to have him here. He’s been a real presence on social media who I’ve followed for years. And he’s also someone who’s big on brand storytelling and brand journalism and content creation one of the top content marketers in the world. Looking forward to talking to him in just a few minutes. As you see him right there. That is Mr. Christoph Trappe.

Ep62 Trappe Shamir Allibhai Ja Rule

And we’ve got a couple more episodes left this season. I’m also thrilled to tell you we’re going to be doing another season right after this one. It’s just gonna keep rolling week after week. And we have next week we have Mr. Shamir joining us the founder of Simon Says it’s an AI transcription company. But he’s got a new product within that company. And then new product allows you to edit not just by moving around video clips, but moving around text to realign where your video goes. And so that’s a way to simplify and speed up the editing process. I don’t know a ton about it. But next week, I can’t wait to learn about and I’m very excited about what this means. Text-based video editing. You edit the text and in the process it edits and moves around the video. So we’ll talk to Shamir next week, and find out what’s going on with that. And then also you may have heard of a rapper named Ja Rule. He’s also a tech CEO. He’s got an app called Icon. It’s he’s looking to also develop an Icon Live app. And so he’ll be here to talk about what he’s doing on the tech side. And we’ll also talk a little bit about his life in the music industry as well. So those are the next two episodes. Definitely stay tuned and then we’ll move into a whole new season the following week.

Ross Brand 9:47

Also, you know, I do these predictions every year. We’re up to the Sixth Annual Livestream Universe Predictions. This year instead of people submitting them only by text, usually two, three, maybe four or five sentences, we had an entire event. We had a fifth-anniversary celebration for Livestream Universe. And we had about 60 guests come on, and each of them delivered a prediction, and then some other people who couldn’t make it to the live event sent in their prediction. So it’s gonna be a little different. There’s a video, you can watch them live. But there’s also, predictions are a lot longer this year. And the blog post also has not only transcribed the predictions and cleaned it up a little bit for readability, but you’re going to find some of the banter and some of the fun conversation, some of some memories of things that have gone on in live streaming going back since the beginning. If you’re wondering why it almost doesn’t make sense, right?

vestream Universe Predictions:

So you have your fifth-anniversary party and your sixth annual Livestream Universe predictions? Well, the reason why that is, is I started Livestream Universe in October. And so by December, I was I was working on producing the very first edition of Livestream Universe Predictions. So that’s why, following the fifth anniversary, we have the predictions a little later this year, but we have them, I broke my shoulder, as I mentioned last week, so instead of them coming out in January, I’ve been mostly offline in the last two months. So they are here, you also see a bunch of brands on there, if you go to the blog post, just go to You can, you can click through that image and go to the blog post. You can also check out all the different brands that came together, $13,000 plus in prizes and giveaways from all these great industry brands, including StreamYard. So thanks to everybody who participated in this great event. I hope you enjoy the blog post. And you’ll see a lot of our familiar guests are in there.

Ross Brand:

And the industry news, NBC is looking to expand its live streaming news product. It’s called NBC News. Now it’s a streaming product. What’s interesting about this, when people talk about streaming, she always hear about streaming, right? A lot of people are talking about Netflix style streaming, what they’re talking about is streaming recorded content, what we’re doing with StreamYard, although some people record on stream yard and use it in other productions, and that’s certainly a valid way to use the product.

NBC News NOW StreamYard Connect with Ross Brand

Most of us who use StreamYard go live. So this is actually a live streaming network that is delivered on a variety of different platforms. Let me see if I have that here. Here we go. So you could watch it on Roku, Fire TV, Apple TV, iOS, Android, on your phones and tablets, and on peacock, which is the NBC streaming network. So the demand is there not only as it’s been for a while for streaming content, but the demand is there for live streaming content. And so that’s, that’s worth noting.

Ross Brand:

Also, gaming live streaming, we don’t talk a lot about that the focus of the show is certainly on talk live streaming. But it’s always worth following the trends on gaming, a lot of those trends leak into the talk side a lot of the ways to monetize and, and different features also make that move and VentureBeat article talks about a Newzoo survey of live streaming audience growth for gaming and eSports.

Ep62 StreamYard connect with ross brand gaming esports

million by:

Ep62 streamyard connect with ross brand esports games streaming

billion globally by:

Ross Brand:

Not going to go into this too deep, but a sports video group had an article on the Iditarod, it’s a it’s a dog sledding race, I don’t know a whole lot about it. I was a sportscaster for a while. And a co-host of mine ended up taking a job in Alaska, the TV station there, and he stopped covering the event. So if anybody’s really interested, maybe we can do a segment on that.

But the point of this from a video production perspective is on video productions all around the world, there have been different protocols put into place due to COVID. And Iditarod race is no exception. So here you have some footage of the dogs in the sled racing. And the camera here is capturing on-air talent and an interview and you’ve got it all set up to capture that video out in the field. And then it goes to someone’s apartment in New York City. And that’s where the video comes to. And that’s where it’s all being directed and produced.

Iditarod video cameraIditarod home studio

iditarod ingesting videoiditarod video feeds

You have equipment this year where they can ingest video from different sources right in the apartment. And then you have the different feeds and the producer is choosing which feeds to show and how the presentation comes together of the race. Of course, it’s a lot more sophisticated than that. But just an overview of a different workflow given COVID as well as given the ability to deliver video, high quality very high-quality video over cellular and over the internet is a game-changer because it makes it easy. For it easier shouldn’t say easy, but it’s easier to send that video you don’t need trucks to send out there and satellites. And you can send very high-quality video to be ingested at a TV station or a production setup. In this case in someone’s apartment in New York City.

Ross Brand:

Also, the artist Adam Ezra has been going live for 365 days, we’ve talked a lot about how the music business has gotten really live streaming save a lot of artists because of their inability to have concerts or promote albums, or just have that interaction with their fans that they’re used to having from stage to the crowd.

adam ezra streamyard connect ross brand

Now it’s a lot of them are doing everything from free live streams to paid live streams. And Adam Ezra has been live streaming 365 days during the pandemic. He says, “I’ve constantly been wanting to share new material with our gatherers, especially the ones who are online every single night. There’s really been a great process behind it.”

Ross Brand:

And we had some great guests last week we had our quiet influence panel talking about introverts and social media. Don’t forget three of the four of us from that panel. Matthew Pollard, Nancy Ancowitz and I will be speaking at the Quietly Influential Summit March 15 to 19th you can get a free pass to attend at, and we’ve got some great clips coming up after our interview with Christoph Trappe in the remix.

Ep62 quietly influential summit

We’ll hear from Matthew Pollard talking about the pros and cons of Clubhouse. Nancy talks about professional bio and the keys really breaks it down to make it seem so simple to write a high-quality bio. We’ll also hear from our other panelists Valerie Maurice, as well

Ross Brand:

This is StreamYard Connect, I’m Ross Brand. Welcome, so good to have you here. If you’re not yet using StreamYard you can get started today you can host your show and go live, and with that let’s get to our guest. Christoph Trappe is the author of a brand new book called Going Live. Livestream your podcast to reach more people. He’s also a podcaster guess what he live streams his podcast. It’s the business storytelling podcast. It’s one of 50 podcasts by thought leaders to listen to in 2021. He’s also a top 14 content marketer, a top 100 digital marketer, his podcast, and his content output has been on all different types of topless. He runs the website, authentic storytelling dotnet. And he’s an author now of four books. It’s great to welcome. As I bring his video up, there is Christoph Trappe. Great to meet you. And it’s actually the first time we’re talking. But the guys love the topic. I love the book. Welcome to StreamYard Connect.

Christoph Trappe:

Hey, thanks for having me. Yeah. First time we’re talking voice to voice so to speak, I guess.

Ross Brand:

Yeah, we’ve been kind of watching what each other have been doing on social media over the years. And, you know, I’ve always respected the content that you put out there. Why I talked about a little bit in the open, let’s get right to it. Why is live streaming your podcast so powerful?

Christoph Trappe:

Well, first of all, you can reach more people. That’s I think the biggest thing and, and you can really maximize your production. And I think that’s so important for us to think about that today. And you know, especially right now what we’re seeing, I think it’s fair to say, an explosion of podcasts, B to B companies are looking into it, or they’re doing it. And they put all this time in it. And then guess what, they got 20 downloads, which is actually pretty good if you first start, and but they don’t see it that way. Right. So what I’m saying is live stream it to all the channels you spend years on building, whether it’s Facebook, LinkedIn, YouTube, whatever it might be, Amazon live, I guess that’s a newer channel, but you know, stream it to all those different channels to really get the most of your content. That’s, that is by far the biggest reason.

Ross Brand:

Well, it sounds so logical. So what is the big hurdle for people that there a lot of podcasters, don’t want to use video. And the idea of live streaming is just a complication. They’ve settled into their workflow of scripting, maybe or recording and then doing vigorous editing before anybody gets to see a taste of it. What are you finding is, is the biggest hurdle that you see people encounter in wanting or not wanting to, to go live with their podcast?

Christoph Trappe:

Well, what you just mentioned, that’s kind of it right there. But what happens is, when you do a live stream, you take away the power of the edit, right? Or, depending on your perspective, the annoyance of the edit, because some of the stuff people edit out, it doesn’t need to be edited out. I mean, seriously, like, you know, my hair wasn’t perfect today, who cares? Like look at how it looks, you know? And so just know what you want to talk about, know what you shouldn’t talk about, if you speaking on your company’s behalf, and have a little bit of an outline. It’s okay to have some scripted like the intro. Why can’t that be scripted? I mean, it can, you know, those kinds of things, but just have a conversation. But I think it’s because you lose the power of changing because the only time you can change anything, before it comes out of your mouth. And here’s the other thing I want to be very clear on I do video, I think video adds another dimension. But you don’t have to do video. So for example, if you call me and you say you know what? I’m not comfortable to for you to come on my show. Because the way you look, nobody wants to look at you, I would say you’re right. What do we do? All we can, all we do is we put up this StreamYard connect logo up, and they can still hear us. And it’s basically an audio podcast. That’s life. So just because Don’t be if the only reason you’re not doing is because you don’t want to be on video. That’s not a reason. put up a logo. Just talk it nobody will care.

Ross Brand:

So you can do this. And why show continues. Yeah. And in fact 90% of the value 95% of the value maybe even close to 100% of the value in most live talk shows is in the audio messaging not so much in the video. Yes. Is there some graphics are helpful maybe an understanding something, but in general, people are here for the conversation in the interaction.

Christoph Trappe:

Not my face. That is true.

Ross Brand:

Even as good looking as Mr. Trappe is they are here for his insights and his his wisdom. Um, the other thing is, you know, you mentioned you don’t have to edit. That’s one of the things I love about live streaming is you have your podcast or you repurpose content ready, you just have to cut up what goes where and distribute it. But if you were some Somebody who has a desire that the audio product you put out is cleaned up where there’s no eyes and arms. I don’t know why people need that there. You know, you watch TV news, you watch you listen to talk radio. There, there are eyes and arms. And you knows I do it from time to time. You have you have people who use terrible grammar and all sorts of things. And they’re making a good buck being on on camera or on radio. But that being said, I do understand people have set a certain standards for themselves, they can still do and imperfect live, and then take that recording, separate out the mp3, and spend all day on it, making it as perfect as they want to make it using using audio or video editing tools using different plugins, if they really want to tone their voice up, right? I mean, nothing stops you from still having your podcast audience get the same experience just because you recorded it live.

Christoph Trappe:

Absolutely. And especially if your podcast has been running for a while and you do get a good number or listens or downloads. Why not do that, but but I would actually challenge this assumption that you need to do some of those edits. I mean, there’s been some edits on shows I’ve been on. They weren’t necessary. You know what I mean? Like, somebody wasn’t talking, they went to the bathroom. it out. I mean, right. But there’s some things they don’t need to be edited out anyways. Like, think about that. Think about the metrics, too. I’ll give an example. I did an Amazon live the other day. And the thing had 27,000 views. I mean, I have very few episodes, you know, maybe like, like, under a handful, a couple, like a couple, three, four, something like that, that had that many downloads. If it was good enough for the people on Amazon, why? What do I how can I improve that number by editing out five? ohms?

Ross Brand:

Right, right. Okay, so you’ve sold us on recording your podcast live? I don’t think I was a tough sell on that. Are there certain platforms or certain opportunities in recording live that you’d say? Here’s where to get started? Maybe Amazon live? Maybe Facebook Live? Maybe YouTube live? Maybe something totally different? Are there some platforms that you think are more, you know, better, better set up for people who want to do that kind of podcast recording live?

Christoph Trappe:

Well. So first of all, I would highly recommend to use a tool like stream yard where you can just this is not sponsored by any means. But you know, where you can actually stream to multiple channels. And that’s I’m a big, big fan of that. I’ve always been a big fan of that for podcasts because I go to 20 channels by doing one thing, you know, same thing here. Why and I live streaming to a number of channels. Now what are those channels that kind of depends on what your brand is where you spend your time. So if you build a big Facebook audience, which I really don’t have for my own brand, per se, on Facebook, you might you definitely want to stream to Facebook. If you have a huge Twitter audience, you probably want to stream to Twitter. And now I don’t know if you guys heard this, but the way I’m interpreting what Twitter released a little bit, so we’ll see what happens. But Twitter is shutting down Periscope. And the way I read the announcement is that Twitter spaces might be integrated with Twitter live. So you might be able to live stream to Twitter spaces. I think, potentially that’s how it could be interpreted. We’ll see how it turns out. If you have a big audience on LinkedIn stream to LinkedIn, if you’re whoever needs to do the show can be approved to be a LinkedIn live streamer. Apply it takes a while anyways, I’ve seen it’s easier for company pages to be approved. Then people in general, generally speaking, so you know, get your company in the mix. on Amazon. It’s a very different ballgame. I was actually talking to somebody yesterday, Ross and I said, Oh, I only got like 100 followers on Amazon and they go, Oh, really? So why don’t we work together? Like that’s nothing. I’m like, it’s not like Twitter. like nobody follows each other. And in fact, when I ask people to follow me, they all go How do you follow somebody right? It’s different, you know, it’s it’s people, Amazon highlights you and that’s how that’s how people find your show.

Ross Brand:

We’re talking with Christoph Trappe. He’s the author of the new book Going Live. Welcome, Everybody. Thanks for joining us on StreamYard Connect. It’s good to see so many friends here. Bridgetti is here, Will Russell Melton is here, Leticia Campbell is here. Dana Bentz, Doug Kuzma. And let’s see who else is here. Woody Collins, good to see you. Mr. Darren Lowe. And Archie who’s in South Africa. Appaling Great to see you Richard Clarkson. Braden von Hanks. Darnell, thank you all for being here. I know I’m not gonna hit everybody. But I just it’s so great to be back last week and now this week and have you all here? So you’re you’re you decide you’re gonna take your podcast recording and you’re going to do it live? What if any changes do you recommend making during the live broadcast that you wouldn’t things you might not do if you were just recording into a recorder?

Christoph Trappe:

So I think the biggest thing is, before I get into like the show flow a little bit, but is your mindset. So first of all, now, I recommend that people schedule their live stream, because you can actually get promotion and some marketing just by scheduling it because now it’s out there in the field, I think you do the same thing. Right? You schedule the show. And then it goes out on some channels. And I’ve seen the preview post on LinkedIn having hundreds and hundreds of views before you ever did anything. So it’s definitely worth it. But once you announce when you’re going live, even though you shouldn’t count on everybody, all of a sudden going, Oh, it’s 1238 I should you know, I got to go to a crystal show. stuff can go wrong, and will go wrong. So you kind of have to keep a cool mindset. And I know that’s much easier said than done. Because I’m, you know, I want to get it done. I want to do it. But you got to have that mindset. I did a show the other day, nothing worked. I moved from here to there. That didn’t work. That didn’t work. Oh my god, no, I couldn’t hear the guests. How, like, nothing worked. And we finally just gave up and didn’t do a live stream. You know, and that’s, that’s what we did. The other thing is when it comes to the production, kind of what you did, and you do it great, Rods, like just basically talk with people. Hey, thanks for joining, when they have a comment, put it up, talk about the comment, answer a question. But you have to say the comment. So if for example, let’s pick somebody here, you know, if somebody says, I don’t know if we have any questions,

Ross Brand:

This is a nice comment.

Christoph Trappe:

Yep. So in But see, we can just show it on the screen. But for the live show, what I would say is the Bill of Rights now works. Hello, we live we love streaming for all my shows I produced bill, it’s awesome Bill of Rights Network. That’s awesome to hear really appreciate you tuning in. And so you kind of mentioned it, or you can say they’re tuning in on Facebook. So you have so basically you’re doing a little bit of marketing on your podcast version as well.

Ross Brand:

Exactly. Do you because people join in the live along the way. As you can see here, I I kind of reset every once in a while tell people what we’re talking about who you are, you’re naming your book, The name of the show? Do you do that in a podcast recording? And then cut it out? Do you do an in podcast recording and leave it in? Or do you just flow with it as though you’re doing the one shot podcast and you don’t worry about kind of resetting for a podcast audience? That’s always going to start at second one and listen forward for the most part.

Christoph Trappe:

It’s that’s an interesting comment, because so there’s actually some podcasts that I’ve caught and they do this right, they run some segments twice, because they they assume you did you missed it. And so I don’t know if I would recommend that necessarily. But so there’s some value in that. But I listened to a podcast, you know, I’m doing other things, it’s running in the background, you know, I might miss it. And it’s okay to repeat something’s not right all the time, like you’re on radio. The other thing is, I don’t usually reset too often, like on purpose, I usually do it on the live stream when somebody prompts me. So somebody might have a question. And I say, okay, they just joined so and so see what I mean, I tie it all together. And then sometimes we repeat ourselves, you know, it’s okay. Oh, hey, earlier, you mentioned whatever, and I just thought of this story. And you know, here it is. So that’s kind of how I do it. It’s a little bit more. It’s not a true reset, but it’s it’s very subtle. Lee built in.

Ross Brand:

Well, here’s an easy one. Marie Montgomery asked is the book out now. And where can we find it? You can find it on Amazon. There’s links in the comments on Facebook and on YouTube. If you’re watching on Twitter, just head over to Amazon put going live Christoph Trappe into the search bar and you’ll find it. How long is the book been out? And what’s been the response so far?

Christoph Trappe:

So far so good. It’s currently as of a few minutes ago, it is number four in the new releases for public relations. 45 overall, so that’s going pretty well, officially today’s the launch date. But as you know, technology doesn’t work that way right for small fish in a big pond. So it’s been out for about a week but but officially today is the official launch date. So it’s now available.

Ross Brand:

Yeah. I thought you had mentioned that to me. And then I went to Amazon to double check. And I saw February 27. And I saw something else, say March 3 for one of the versions. And I said, Well, okay, I won’t say a lot. But then so Congratulations on your launch today. But you’ve been getting feedback, of course, as you go along, what would you say is something in the book that people wouldn’t expect when they think about either live streaming your podcast, or just the value of live streaming? In general?

Christoph Trappe:

Yeah, I think the biggest thing I’ve heard so far is people always think that, you know, everything is very high level, or it’s, you know, it doesn’t go as deep. I mean, you hear conferences, they always want actionable steps. And I always laugh, because, well, I can tell you how much how you lose to lose weight, and you still got to do it yourself. Right. And it really dives deep into how to do it. Specifically, like, this is how you do it. And that’s, that’s I’ve heard that a couple times now where people said, I didn’t realize it would go this deep, and tell me literally which button to push, and why something isn’t working. So I share everything I know.

Ross Brand:

Are you planning to do an audio book?

Christoph Trappe:

So I’m not doing an audio book, per se, but I do have a podcast version. It doesn’t have all the episodes out yet. But I’m going through the book, and basically talk about each chapter. Now if you choose to listen to the podcast version of that. The going live podcast. Yes. Now the other surprise, the book is currently 99 cents. Today, I just changed that for you guys, the Kindle version, at least you want to check that out 99 pennies in the UK starting tomorrow,

Ross Brand:

You can’t beat that. Let’s talk a little bit about storytelling. Your website’s called Authentic Storytelling, you can find it at You also take kind of a journalist’s approach to branded content, content that focuses on marketing. It’s not a news journalism. But yet you bring that approach. Can you explain a little bit about Authentic Storytelling? And how the journalist approach factors into the content that you create? Yeah, absolutely.

Business Storytelling Podcast

Christoph Trappe:

I give you so everything I do is really, you know, I’m trying to tell a story that matters, that gets people’s attention. And I’ll give you an example, I produced the real talk, the customer insights show at Vox pop me, which is a marketing research platform. And basically, what I do is very similar to what I used to do, as a journalist, you know, 20 years ago, Jen Vogel, she’s the host, she interviews an expert on the show, kind of like what you’re doing, where you and I are doing right now. And then I take the content, I turned the live stream into a podcast, and then I take the conversation and turn into an article. Sometimes I use people from different episodes, and I write a different article about a different topic. But really, what I’m doing is I’m writing a news story with sources. I mean, it’s not a new story, right. But it’s the concept is very similar. And what I found is, it’s much more informal, not using, like, necessarily the third person I used to use as a reporter. You know, we use first names once they’re been introduced, but it’s a very journalistic storytelling style. And, you know, it’s, it’s very easy to read, you know, you have the format works. And it seems to work with the audience, and people seem to enjoy it. And, you know, it’s another way to be a journalistic storyteller.

Ross Brand:

So that’s interesting, because it most people when they do a podcast, they have some type of blog post that goes with it. A lot of people will embed the video, from a blog post on to embed the video from a live stream into a blog post one way or the other. So my question is, what do you think makes for an effective blog? Text to accompany that broadcast, so to speak that podcast or live stream? What do you think? If you’re going to somebody’s episode, and perhaps you’re not going to watch the episode or listen to it? Or maybe you are? What do you think people want to read? What do you want to read when you look at that blog post? Because some people will throw everything in the kitchen sink in and then other people will literally say, it’s episode, whatever, enjoy.

Christoph Trappe:

Right? Well, so the answer is, it always depends. But how do you get the most out of your content? So first of all, here’s how I approach my podcast production before I ever opened my mouth. I see what are the topics that are somewhat unique? And I say somewhat because they’re very little unique topics out there anymore. But then I do some keyword research, you know, what are we trying to hit? What are we trying? What are people asking for? I go to Google question up. See what people are searching for that hasn’t been answered. So that’s a fantastic tool. And then I start creating the show and I’m not transcript, I don’t write a transcript. But I do have an outline. Here’s what I want to talk about. Here’s some of the starter questions. And then I have in mind what I want to get out of it for an article. Now, sometimes you have to remember, you don’t necessarily use the content for just one article, you might use it other places, I was just talking to Heather over, it’s true. What is it again? The advertising podcast company, and I said, I’ve quoted you Heather, like 12 times from one podcast in 12 different articles, you know, and that’s kind of that’s kind of how that works. So think about what you’re trying to accomplish. Are you trying to rank for SEO? The one thing I think that some companies truly, honestly get wrong? They go to their writers, and they say, I need some content on whatever, how in the world? Will that writer ever get any content? Like, what are they gonna do Google it, like, they need to talk to the experts. So in this model, you have the live stream, you have the podcast, you have an expert on the show, that’s where you get all the content repackage it. Personally, I’m not a big fan of shownotes. I mean, I am on the podcast channels, but not on the website. I’m more a fan of writing an article, and then inserting the video in that.

Ross Brand:

So you don’t so much as each video that you do. You’re gonna have notes related to that video, you’re going to write an article on a topic that that video could complement. Exactly a topic is what guides it the topic make? Does the topic always, like you always start with the keyword research and the topic before you even go live? Or does a lot of times you let the conversation kind of go where it goes based on your interaction with the expert. And then you go back and you go, Okay, what are some good key words? And how can we benefit from this conversation?

Christoph Trappe:

Both. So for example, I like to do some research first, honestly, for the most part, but sometimes you forget about it, or, and I always let the conversation go for the most part where it needs to go. So I’ll give you an example. Marcus Sheridan was on the business storytelling podcast. And I said something and it just kind of like he had a really strong, it was not even related to the topic. But he had a really strong opinion. So he just went Oh, yeah, don’t get me started on that. And but we did get started on it. And both of us were talking about that for three minutes, it was a really good conversation, but had nothing to do with what we advertised, we were going to talk about. So always kind of it’s okay to go off on tangents and make it fun. But you do want to, you know, also get back to the topic, because the other thing is, you know, now podcasts are indexed, it’s just a matter of time before live streams, or if they aren’t already. So even if you don’t write an article, you do have a chance to rank.

Ross Brand:

Yeah, and you can rank different ways with the live stream. So the YouTube video can rank, but so I can a blog post about that video. And, you know, obviously, some of your main key words and phrases and links and things are going to be the same in both. And that’s probably fine. Because one’s a social network and one’s a blog. Correct? Yeah. So when you’re writing your blog posts, do you do? Do you transcribe the the interview? Or do you just kind of have in mind, okay, I remember we talked about this around eight minutes in, and I’ll just go find the quote, go with it.

Christoph Trappe:

So what I do is when I do that of both, so I don’t transcribe a podcast anymore. Asked me three years ago, I would have said, every podcast episode should be transcribed. I think maybe they’re still the case be made that it should be. But I don’t currently make that a priority, even though you can do it simpler with certain technology tools. But yeah, I just listened to it again, you know, I could catch certain things, I use them. Sometimes if I remember something, and you know, I want to use it, I’ll give you an example, I’m probably going to do a live stream on the new duplicate feature in WordPress. So you can now duplicate a post that’s already published and save it as a draft so you can update it. While it’s a draft. You don’t have to mess with the published version. And I think that’s a really good live stream. Depending on how deep I go into the concept. It might also make a good podcast version. But I don’t think I need to write a new article on that topic. Because I already have like a 20-minute article on writing and WordPress, so I’m probably just going to take that video, probably not the podcast, the video, put it in the article, write three paragraphs, roughly so I don’t always have to quote people like as a quote, you can paraphrase too, you know, that’s another journalistic thing. So until said, whatever It doesn’t have to be an exact quote, plus exact quotes. I mean, look at us, we’re, I mean, I’m rambling and going on and going, like, you don’t like you don’t need to quote my whole the whole everything word I said, to get my point across. Right?

Ross Brand:

Exactly, exactly. Now, some people do the transcript in place of either notes or an article, you basically have the bare bones. And then they either put the transcript where the blog post would go, or they put it where, you know, there’s like an accordion menu, and you can click on it, and it shows but either way, it’s in the page. What do you think the SEO value of doing that? Do you think that is something that Google will go, Okay, this is a substantive article, or will Google go? This is a silly conversation, and I’m not sure where it’s all going?

Christoph Trappe:

Well, so I think three years ago, that was essential to have that for SEO value. And it’s probably there’s probably still value to do it. You always have to consider how much time goes into it, right? I’ll give you an example. Like we’re doing this live stream. And I know we prepared for you prepared for it with slides and whatnot, you know, but it takes probably last less time to do a live stream then takes to to do an article. So you need to think about how much time do you put in and what’s the return? You know, so if I can do a live stream and has 27,000 viewers, like that’s a really good return on my effort. You know, if I do an article that takes me four hours, and I got 50 viewers, in B to B, that’s still a pretty good return on effort. By the way, I know it doesn’t feel like it, but it is. But if I have ten, or eight, maybe not so much, or maybe it still takes a while. So you have to kind of weigh the different things. So I’m, that’s this is why I love the live streaming to podcast to article concept. Because it is about as efficient as you can get.

Ross Brand:

Right? Right. Now, a lot of companies are starting to do internal podcasts, they’re using podcasting for everything from training and development to employee engagement to sort of a news source of what’s going on, onboarding all sorts of different ways to keep their employees informed and develop them. Have you worked with any internal podcasts or been on any internal podcasts or have any thoughts as far as how that’s going? And what might be similar or different about the way you would go about podcasting in an enterprise situation?

Christoph Trappe:

Yeah. And so I know that’s actually an up-and-coming topic. And there are companies now that actually, that’s all they do, is actually a Hall of Fame podcasts, or who talks about that quite often remember his name now. But the biggest thing is, you have to make sure your employees can actually listen, I’ll give you an example. I was talking to a bank CEO, who said, Oh, yeah, we’re doing this podcast now. And I’m like, Oh, awesome. How’s it going? And he said, Well, I think it’s gone. But I walked down to talk to some tellers, and one of the branches. And I was in a meeting there. And I said, Hey, what do you think of my podcast? And they said, We can’t listen to podcasts? And you know, so you have to remember, where are your employees? What are they doing? How, you know, how can they listen to it, maybe the written word is better for teller. So I know that it’s hard to sometimes keep track of all those things. But, you know, I’m a big fan. And the other reason is, if you do it, well, you can bring some humanness from the CEO to the company. Now, if you’re a jerk, it’s gonna be a little harder, but think about our right. I mean, this is what our show or whatever, and it’s really hard to fake your human your niceness, when you’re talking for an hour. So, you know, people can, you know, you build connections differently.

Ross Brand:

Right, right. I guess it’s probably in the beginning difficult motivating a lot of CEOs that this is a time well spent that this isn’t gonna hurt their brand, which in traditionally is sometimes been elevated by not sharing too much and not being too available to open. But I mean, I again, it’s kind of a new thing. And whenever there’s a new thing people see the sunshine and not the negatives a lot of times but I mean, from people I’ve talked to who’ve seen it in action, they’ve all kind of said that this is a really positive thing and you’re delivering content to your, your internal customers, your employees on the platforms that they go to anyway on in a way that they’re used to consuming things in their headphones on a train on demand when they need it. When the interesting point you brought up a few times is about the difference with beat. Be content. Can you talk a little bit about how you prepare something when you’re in a B2B mindset versus a B to C mindset?

Christoph Trappe:

Yeah, and I’m sorry, I have to throw the cliche, but they’re all people we’re trying to reach. The only difference is that, you know, I get a hat every, every week in the mail. And at some point, my wife says, How many more hats do you need? You only got one hand to put it on. So but so I’m only the only selling to me, right. And B2C, sometimes my wife or others who have input, but in B to B you always have a buying committee. So you have to convince more people than just one person. Usually, that’s usually the biggest hurdle. And then the next hurdle that companies face is, we’re still too stiff, don’t be so stiff, like why do you have to be so stiff? Just like be you and you know, share your content be, like, write it in a way that’s exciting. And I think that’s where a lot of B2B companies fail, because it’s just it’s it’s not very engaging, you know, and that’s the biggest thing. Now, numbers and B to B. Success numbers and content are lower, just because there’s fewer people you’re trying to reach. Right. So B to C is really everybody, everybody in that area. So if you don’t like Washington, you’re not going to buy a Washington head, but you might buy a Detroit Lions Head or whatever. Right? So you know, so that’s the biggest thing is a different number. And I think, especially some executives, they get in their head these million views for some video of something, you know, but nobody’s going to watch it. Nobody is going to my book is not gonna have a million purchases. Because I mean, is there even enough people out there? I mean, that’s like virtually every podcast now. Right? There’s what like 1.8 million podcasts, that’s like half of podcasters would be go for it, guys do it. I’m not opposed to it. And you get you got to be realistic, right? So your audience, not everybody. It’s a certain segment of the population.

Ross Brand:

Well, in with with with B2B, you’re looking at the volume of the purchase from one person versus trying to sell more widgets than Walmart, you’re trying to get, you know, a big, big purchase. And so reaching the 30 people or the 20 people, or even the five people for whom you’re your product or service is ideal. They represent a very big company. I mean, the difference that can make for a business is everything. Right?

Christoph Trappe:

Right. Exactly. Yep.

Ross Brand:

So we’re talking with Christoph Trappe it’s just been a phenomenally interesting conversation. You’ve been on so many different aspects of marketing. I couldn’t just stay to the book. But that’s okay. Because the book has officially launched today. It’s available on Amazon. There are links in the description on Facebook and YouTube. It’s called Going Live, live stream your podcast to reach more people. And of course, you can also find Christoph’s website, authentic And of course, this podcast, which is one up ton of awards have been recognized in a ton of topless. Most recently it’s on the list of 50 podcasts from Think, think our 360 thought leaders to listen to in 2021. It’s a mouthful, but it’s a great list of podcasts. And congratulations for being on that. Congratulations for you know everything you’ve done been doing over the years, and in particular the new book. It’s great to have you on StreamYard connect and thanks for spending some time with us.

Christoph Trappe:

You bet. Thanks for having me. Always nice to touch base with you.

Ross Brand:

Awesome, great talking to you that is Christoph Trappe again, the podcast, his business storytelling podcast, but you want to check out the book Going Live, live stream your podcast to reach more people. This is StreamYard Connect. I’m Ross Brand. We haven’t done a remix in a while but last week, we had three outstanding panelists on talking about introverts and social media. And let’s look back at a couple of clips first let’s start with Hmm, let’s start with Matthew Pollard talking about the pros and cons of the new Clubhouse at what do you make of Clubhouse? And what is your advice, I guess or your experience been in terms of where it fits into your overall day and productivity and all those kinds of things?

Matthew Pollard:

Yeah, absolutely. And I think this always comes down to strategy first. See what I find is people are always looking for that fun new tactic that’s going to be the silver bullet to success. And what that means is that as soon as something happens, everyone’s jumping on but of course by the time some people jump on, it’s too late. Anyway, Clubhouse is a platform that allows you to foster relationships, if all you do is speak on that platform, you don’t migrate them to other places where you share great content. It’s a lost opportunity. Same as I saw one of the comments say, you don’t comment on the post that people are corresponding with you in, that’s a lost opportunity. So for me, firstly, I mean, I’ve been on a few Clubhouses I’ve been invited to be one of the moderator speakers, if you like on a few Clubhouses and I have explored the platforms, the things I will tell you very similar to these live streams is they are time-intensive, and therefore I do them less and less. And the other thing I will say, is at least this live stream, I can grab that video of it and start sharing it in other places, so I can read appropriate the video and therefore it has a higher significance and a higher value for me. That said, there is a benefit to being on Clubhouse, but because of the time significance, I mean, it helps that we don’t have to be on video, right, I find audio takes far less energy than feeling like I’ve got to do these things with my hands and move around and be engaging. So Clubhouse does have those advantages, but because it requires me to physically be there, I’m doing a few and far between. That’s not to say it won’t work for you. But again, make sure the strategy is behind it, that you’re not just being involved, because you’re involved in the hype, because eventually, that hype will dissipate and you’ll just be stuck with another job.

Ross Brand:

That’s Matthew Pollard. He’s the author of the Introverts Edge, he’s also going to be hosting and speaking at the Quietly Influential Summit. Another panelist was Valerie Maurice of Tentera Creative and she talked about the difference between foundational content and engaging on social media.

Valerie Morris:

The most important thing about having systems is it’s really helpful whether you’re an introvert or an extrovert, because the way I approach things is, you know, with the content calendar, and with kind of a basic framework of when we’re posting how often we’re talking about certain things, that becomes the foundational content to a social media strategy. And then you can be as extroverted or introverted as you want, kind of as the cherry on top. But if you’ve got your foundational stuff going out on LinkedIn, and Facebook and on your blog, and on your podcast, you can kind of dive in as much as you as you want on these other things that require more of the real time live engagement. And I think that takes the pressure off people, especially when you’re coming at it from a business and you know, branding perspective. It’s relevant for introverts or extroverts, but I think as introverts can kind of appreciate that a little bit more.

Ross Brand:

That is Valerie Maurice of Tentaro Creative. And Nancy Anchowitz, which is the author of Self Promotion for Introverts, she’ll also be speaking at the Quietly Influential Summit. And she’s been a guest on a variety of different shows that I’ve done, I’ve spoken to her class at NYU, as well. And she has a way of just getting to the heart of the matter. We talked about what’s essential in a professional bio, such as what you put in the about section on LinkedIn, tell us a little bit about some of the, you know, key points of putting a good professional bio together.

Nancy Ancowitz:

Here’s the skinny on BIOS, it all and echoing a little bit of what all of you have said, Valerie, Matthew, Ross, there’s always some customization involved. And it depends. So here goes, it always starts with your audience first period, full stop, I can almost finish talking. So what are they What do they want, that you have, again, period, full stop, and then make a list, come up with some keywords, let’s say five keywords, ten keywords max. And when I work with my clients, we do that. And in an exercise where we roll up our sleeves, it takes one hour to come up with a fantastic bio that’s targeting our audience. And you just it almost writes itself when you have those keywords. So it’s all about them. So all those whatever, you have awards and books and articles and podcasts and all that stuff, it’s it’s fine. As long as they care if they don’t care. Who said kill your darlings, it’s naked, audience-centric. And as an introvert, you can do that particularly well. Because you tend to have the patience, the focus, and the attention to detail, to do that research and zone to hone in on that audience.

Ross Brand:

That’s great advice for writing your bio, your LinkedIn and your professional bio. I’m going to try that technique. In fact, as I revise my own next time, and don’t forget, you can see many of those great speakers including Matthew Pollard and Nancy Ancowitz. It’s at the quietly influential summit coming up March 15, two more March 19, I’ll be speaking as well. And you can get a ticket for free by going to

ross brand quietly influential summit

And Nancy Ancowitz also contributed, one of 77 people who were a part of the Livestream Universe Predictions you can check that out at And of course we have a full lineup of shows now on StreamYard. We have of course Sunday nights the Town Hall with Geige and Dan. It’s Sunday 9pm Eastern. Monday, Julie Riley host Live Stream Impact that’s at 2pm Eastern.

Ep62 StreamYard Schedule of Shows StreamYard Connect with Ross Brand

entz and Kelsey Bentz. Friday:

StreamYard Creators YouTubers StreamYard Connect with Ross Brand

And Nick Nimmin does a monthly live stream I believe it’s still the last Tuesday of every month at 10am, Eastern, and Daniel and Dee do a show together as well. Look for that on the StreamYard YouTube channel. And with that, we’ll just say thank you again for being here. It’s been a lot of fun. It was a great conversation with Christoph Trappe about the reasons you should consider live streaming your podcast. We also got into branded content and storytelling, and a lot of other topics. So if you didn’t get a chance to hear it all, it’s worth going back. And of course you can check out his book, Christoph Trappe’s book, Going Live, with links in the description on Facebook and on YouTube. And with that, I wish you a great afternoon and a great rest of the day. And we’ll see you again next week Wednesday, 2pm Eastern for another episode of StreamYard Connect. Take care, Everybody.

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