Okay, you're an HR consultancy and it's your job to give advice. So how many times have you had a business owner ring you and ask, "How do I sack an employee who's not performing?" Or maybe you get, "One of my employees has made a bullying complaint. What the hell do I do now?" I'm guessing you get questions like these all the time, and more often than not, the person asking has absolutely no idea how complicated or involved the answer might be.
But that's what you do. You listen to their situation, you ask a few questions, explain what they need to consider, and then help them work out the right way forward. Now, I want you to think about something. How many other business owners are there out there right now who are asking those exact same questions, who have absolutely no idea who you are?
They're jumping onto Google, they're asking ChatGPT, looking through websites, trying to find someone to help them. And imagine if while they're doing that, they came across a six-minute video of you explaining the issue and illustrating why you're the best business to help them with it. You're not trying to give them every possible answer, because obviously every situation is different.
But you're explaining what they need to consider, where businesses commonly get themselves into trouble, and when they really should seek professional HR advice. So before they've even picked up the phone, they've already seen you, they've heard you speak, and they've started getting a pretty good idea of what you know.
And if they decide they need help, who do you reckon they're more likely to feel comfortable talking to? Someone they've never heard of or the person who's just helped them understand their problem? Now, I'm not suggesting one video is suddenly gonna bring you a whole flood of new clients. I do think HR consultancies have an enormous opportunity here, and it's something I wanna talk to you about.
Because when you think about it, you've probably got hundreds of potential content topics sitting right there in the work you're already doing. Think about it. Performance management, employment contracts, workplace investigations, terminations, employee entitlements, difficult conversations with staff. And that's before you even get into things like building workplace culture or helping a growing business manage its people properly.
There's definitely no shortage of things for you to talk about. But here's what I actually find really interesting. A lot of businesses are spending their time putting out really generic content on LinkedIn or Facebook or Insta. Another reminder about changes to employment legislation, another little workplace tip, maybe something generated through AI.
And look, there's nothing necessarily wrong with sharing that info. But it doesn't really tell someone much about you, does it? It doesn't show them how you'd approach a difficult situation or why they'd want your advice instead of somebody else's. And that's a big part of what they're actually paying you for.
They're not just buying information about HR. They can find plenty of that online. Information is now free. They're paying for somebody who actually understands how to apply that info to their business particularly when something goes wrong. And I reckon that's what your content should be demonstrating.
Let me give you another example. Let's say you've got a prospective client who's considering engaging you for an ongoing outsourced AR support service. They've probably been managing most things themselves. Maybe they've got an office manager looking after contracts and leave entitlements, and they call in an HR consultant when something serious comes up.
Now they're wondering whether it's worth paying for regular HR advice. Now imagine you've already recorded a short audio podcast explaining the right time a business should consider getting ongoing HR support, what it actually involves, and the sorts of problems it can help prevent. You text that to them after your meeting, and all they have to do is press play and chuck it on in the car to get a better understanding of the service and hear how you approach working with businesses like theirs And then the next time somebody asks you the same question, you've already got that explanation sitting there ready to go.
You don't have to keep starting from scratch. That's where content becomes really useful in your sales process. But it doesn't stop there. One conversation becomes content you can use in all sorts of different ways. The video goes up on your website, you publish it as a podcast, an SEO-optimized blog, plus a few short clips for social media, and even an email to go out regularly to your existing client.
And what's even better than that is that the original video doesn't disappear after the week you publish it. It becomes part of an evergreen library that people can keep finding, watching, and listening to. We've actually seen this firsthand at PodPro. We produced a 20-episode educational series for an Australian HR consultancy covering the sorts of workplace questions employers regularly ask.
We created the video and the audio episodes along with blogs, reels, and other supporting content. Now, here's the really interesting bit. That podcast has attracted nearly 2,800 downloads of the audio alone, and people have continued listening more than two years after the recording stopped. Now, I know you might think 2,800 downloads doesn't sound like much compared with some of the big podcasts out there, but that's the point.
We're not talking about an entertainment podcast trying to attract hundreds of thousands of views or listeners. We're talking about specialist HR advice for business owners as and when they need it, and those episodes are still out there available to people who are interested in that problem at that time.
I think that's a really good example of, of what an evergreen content library can and should do. You create something useful once, and it can continue helping people long after you've finished recording it. And imagine building that library around all the questions your own clients and prospects regularly ask.
Someone wants to understand the risks of engaging a contractor instead of an employee. You've got an episode about it. An employer wants to know what happens after a bullying complaint. You've got another one right there Someone's wondering whether they need ongoing, an ongoing HR advisor. You've got that covered too, and your team can send those episodes out whenever they're relevant, instead of having to explain everything from scratch each time they talk to a new customer.
Now, I know you might be thinking, "That all sounds great, Adam, but who's got the time to create all this stuff?" And fair enough. You're busy. You're running an HR consultancy. You're dealing with clients, managing your staff, and doing the work that actually pays the bills. I get it. You haven't necessarily got hours every week to sit around planning videos, writing blogs, and editing social media clips, and that's exactly why here at PodPro, we've developed the content engine.
The idea is pretty simple. We work with you to identify the questions, issues, and topics that would be most useful to your target audience. Then you come into the studio, and we record a series of conversations around those subjects You're talking about the things you already understand but have huge value to your listeners.
We're not asking you to become a television presenter, I know I'm not, or spend every week trying to invent something clever to say. And from those recordings, we produce the videos, audio, podcasts, reels, blogs, emails, and other content that can be published across all of your different channels. So you're not creating every piece of content separately, and importantly, we're not just trying to fill up your social media calendar.
We're building something your business can actually use and will generate results. Content that helps employers discover you, understand your services, get to know the people behind your business, and hopefully feel far more comfortable reaching out when they need HR support. You can also use it to keep educating the clients you've already got because they might not realise everything else you can help them with.
And that's the real opportunity I see here for HR businesses. You've already got the expertise. You've probably got more potential topics than you could ever record. It's really about having a proper plan for capturing that knowledge and turning it into content that keeps working for your business. And in fact, the video you're watching right now is a perfect example of exactly what I'm talking about.
It's one piece of content created for a very specific audience addressing something I believe could be genuinely useful to you and your business. And just like the content we've been discussing, this same conversation can be- will become a blog, an audio podcast, short clips, and other material that I use across all my own marketing.
So if you do run an HR business, I'd love to have a conversation, not about whether you should start a podcast for the sake of having one, but because it will help. I'd be interested in hearing about the sorts of questions your customers ask, how you're currently marketing your business, and whether we could actually turn some of that knowledge into content that helps you attract and convert more of the right clients.
Go on, give me 15 minutes to have a chat with you, and we'll have a look at what might work. My name's Adam Bell. I'm from PodPro Australia. Thanks for listening. And look, there's a whole heap of other great videos on my website that may help you as well. Go have a listen
But that's what you do. You listen to their situation, you ask a few questions, explain what they need to consider, and then help them work out the right way forward. Now, I want you to think about something. How many other business owners are there out there right now who are asking those exact same questions, who have absolutely no idea who you are?
They're jumping onto Google, they're asking ChatGPT, looking through websites, trying to find someone to help them. And imagine if while they're doing that, they came across a six-minute video of you explaining the issue and illustrating why you're the best business to help them with it. You're not trying to give them every possible answer, because obviously every situation is different.
But you're explaining what they need to consider, where businesses commonly get themselves into trouble, and when they really should seek professional HR advice. So before they've even picked up the phone, they've already seen you, they've heard you speak, and they've started getting a pretty good idea of what you know.
And if they decide they need help, who do you reckon they're more likely to feel comfortable talking to? Someone they've never heard of or the person who's just helped them understand their problem? Now, I'm not suggesting one video is suddenly gonna bring you a whole flood of new clients. I do think HR consultancies have an enormous opportunity here, and it's something I wanna talk to you about.
Because when you think about it, you've probably got hundreds of potential content topics sitting right there in the work you're already doing. Think about it. Performance management, employment contracts, workplace investigations, terminations, employee entitlements, difficult conversations with staff. And that's before you even get into things like building workplace culture or helping a growing business manage its people properly.
There's definitely no shortage of things for you to talk about. But here's what I actually find really interesting. A lot of businesses are spending their time putting out really generic content on LinkedIn or Facebook or Insta. Another reminder about changes to employment legislation, another little workplace tip, maybe something generated through AI.
And look, there's nothing necessarily wrong with sharing that info. But it doesn't really tell someone much about you, does it? It doesn't show them how you'd approach a difficult situation or why they'd want your advice instead of somebody else's. And that's a big part of what they're actually paying you for.
They're not just buying information about HR. They can find plenty of that online. Information is now free. They're paying for somebody who actually understands how to apply that info to their business particularly when something goes wrong. And I reckon that's what your content should be demonstrating.
Let me give you another example. Let's say you've got a prospective client who's considering engaging you for an ongoing outsourced AR support service. They've probably been managing most things themselves. Maybe they've got an office manager looking after contracts and leave entitlements, and they call in an HR consultant when something serious comes up.
Now they're wondering whether it's worth paying for regular HR advice. Now imagine you've already recorded a short audio podcast explaining the right time a business should consider getting ongoing HR support, what it actually involves, and the sorts of problems it can help prevent. You text that to them after your meeting, and all they have to do is press play and chuck it on in the car to get a better understanding of the service and hear how you approach working with businesses like theirs And then the next time somebody asks you the same question, you've already got that explanation sitting there ready to go.
You don't have to keep starting from scratch. That's where content becomes really useful in your sales process. But it doesn't stop there. One conversation becomes content you can use in all sorts of different ways. The video goes up on your website, you publish it as a podcast, an SEO-optimized blog, plus a few short clips for social media, and even an email to go out regularly to your existing client.
And what's even better than that is that the original video doesn't disappear after the week you publish it. It becomes part of an evergreen library that people can keep finding, watching, and listening to. We've actually seen this firsthand at PodPro. We produced a 20-episode educational series for an Australian HR consultancy covering the sorts of workplace questions employers regularly ask.
We created the video and the audio episodes along with blogs, reels, and other supporting content. Now, here's the really interesting bit. That podcast has attracted nearly 2,800 downloads of the audio alone, and people have continued listening more than two years after the recording stopped. Now, I know you might think 2,800 downloads doesn't sound like much compared with some of the big podcasts out there, but that's the point.
We're not talking about an entertainment podcast trying to attract hundreds of thousands of views or listeners. We're talking about specialist HR advice for business owners as and when they need it, and those episodes are still out there available to people who are interested in that problem at that time.
I think that's a really good example of, of what an evergreen content library can and should do. You create something useful once, and it can continue helping people long after you've finished recording it. And imagine building that library around all the questions your own clients and prospects regularly ask.
Someone wants to understand the risks of engaging a contractor instead of an employee. You've got an episode about it. An employer wants to know what happens after a bullying complaint. You've got another one right there Someone's wondering whether they need ongoing, an ongoing HR advisor. You've got that covered too, and your team can send those episodes out whenever they're relevant, instead of having to explain everything from scratch each time they talk to a new customer.
Now, I know you might be thinking, "That all sounds great, Adam, but who's got the time to create all this stuff?" And fair enough. You're busy. You're running an HR consultancy. You're dealing with clients, managing your staff, and doing the work that actually pays the bills. I get it. You haven't necessarily got hours every week to sit around planning videos, writing blogs, and editing social media clips, and that's exactly why here at PodPro, we've developed the content engine.
The idea is pretty simple. We work with you to identify the questions, issues, and topics that would be most useful to your target audience. Then you come into the studio, and we record a series of conversations around those subjects You're talking about the things you already understand but have huge value to your listeners.
We're not asking you to become a television presenter, I know I'm not, or spend every week trying to invent something clever to say. And from those recordings, we produce the videos, audio, podcasts, reels, blogs, emails, and other content that can be published across all of your different channels. So you're not creating every piece of content separately, and importantly, we're not just trying to fill up your social media calendar.
We're building something your business can actually use and will generate results. Content that helps employers discover you, understand your services, get to know the people behind your business, and hopefully feel far more comfortable reaching out when they need HR support. You can also use it to keep educating the clients you've already got because they might not realise everything else you can help them with.
And that's the real opportunity I see here for HR businesses. You've already got the expertise. You've probably got more potential topics than you could ever record. It's really about having a proper plan for capturing that knowledge and turning it into content that keeps working for your business. And in fact, the video you're watching right now is a perfect example of exactly what I'm talking about.
It's one piece of content created for a very specific audience addressing something I believe could be genuinely useful to you and your business. And just like the content we've been discussing, this same conversation can be- will become a blog, an audio podcast, short clips, and other material that I use across all my own marketing.
So if you do run an HR business, I'd love to have a conversation, not about whether you should start a podcast for the sake of having one, but because it will help. I'd be interested in hearing about the sorts of questions your customers ask, how you're currently marketing your business, and whether we could actually turn some of that knowledge into content that helps you attract and convert more of the right clients.
Go on, give me 15 minutes to have a chat with you, and we'll have a look at what might work. My name's Adam Bell. I'm from PodPro Australia. Thanks for listening. And look, there's a whole heap of other great videos on my website that may help you as well. Go have a listen
