Make Money Online Fast: 2025

For a lot of businesses, especially in industries that aren’t traditionally digital-first, the idea of becoming a media company can feel vague or downright overwhelming. It conjures images of studios, lighting rigs, social media teams, and massive production budgets. It sounds like a whole new business layered on top of the one you’re already running. And if you're already stretched thin handling sales, service, operations, and everything in between, it's tempting to push this whole “media company” thing to the bottom of your to-do list.

This shift isn’t about turning your office into a newsroom. It’s about turning your company into the most trusted, helpful, and visible voice in your space. It’s about becoming the go-to source buyers turn to long before they ever talk to a salesperson. And the only way to do that is by consistently creating content that answers their questions, builds trust, and proves you actually get them.

In this episode of Endless Customers, I sat down with IMPACT Head Coach Brian Casey to unpack exactly what this shift means for businesses today and why adopting a media company mindset is no longer optional. We talked about the fears that hold companies back, the practical ways to get started, and the stories of people who are already seeing real results by leaning into this approach.

If you want to earn trust and win business in a world driven by AI and self-service, this one’s for you.

Why adopting a media company mindset builds buyers' trust

Right out of the gate, I asked Brian a question I know a lot of folks are thinking: What does it really mean to become a media company?

“It comes back to some fundamental truths,” Brian explained. “People are doing more research than they ever have. People are less willing to talk to a salesperson.”

That’s the heart of it. Buyers today want to find answers on their own. They want to browse, compare, evaluate, and understand before they ever fill out a form or make a call. So, the companies that win? They’re the ones who show up with trustworthy, helpful content when and where buyers are looking. That includes your blog, your videos, your website messaging, and your social channels. All of it.

When people hear “media company,” they often picture newsrooms, video studios, and bloated production budgets. They think national broadcasting, big lighting rigs, high-end editing, and massive teams. I get it. I come from the media world, and even I had that reaction at first.

But you don’t need a broadcast-quality setup to build trust. You need relevance, clarity, and authenticity.

“This is more of a mindset shift,” Brian clarified. “Everybody has the opportunity to help contribute to being a media company.”

It’s not about changing what you sell. It’s about changing how you communicate. And more importantly, it’s about how your team sees themselves as part of the buying process. Instead of thinking, “We’re a pool company that happens to have a blog,” the shift is to say, “We are the trusted source for pool advice and education, and, yes, we happen to sell pools.”

This isn't about having a fancy website just to check a box. It's about building a presence that educates your buyer better than anyone else. When buyers feel smarter after engaging with your content, they trust you more. They see you as a guide, not a vendor.

As Brian put it: “We are a media company that produces written content and video… and we happen to install roofing or do IT services.”

That shift, seeing your business as a content producer first and a service provider second, is where the magic happens. It means your team isn’t just delivering a service. They’re becoming a voice buyers trust. A presence buyers recognize. A go-to resource in your market.

You don’t need 15 interns and a green screen to make it happen. You need a team that’s willing to capture real stories, real insights, and real answers to buyer questions. That’s it. Your sales team already has those stories. Your leadership already knows what makes you different. The opportunity is to get that wisdom out of their heads and into formats your buyers already prefer.

Start there. Consistency will take you the rest of the way.

Why video is the most powerful trust-building tool

Of all the tools at your disposal, video builds trust faster than any other format.

“Video is above and beyond any other tool at creating trust,” Brian said. And once you think about it, that makes perfect sense.

AI can generate written content quickly. It can mimic tone, stitch together paragraphs, and even optimize for SEO. But what it can’t convincingly replicate is you—your face, your voice, your vibe. At least, not in a way that feels real.

When someone watches you on video, they’re observing more than words. They’re reading your body language. They’re watching your eyes. Not only that, but they’re making snap judgments about whether they trust you and whether they’d want to work with you. And unlike polished written content, video makes it almost impossible to fake sincerity.

Video reveals personality. It shows energy and authenticity. That’s how a connection starts. That’s what separates a vendor from a trusted advisor.

And this isn’t just feel-good theory, it’s backed by hard numbers. Pages that include video routinely outperform text-only pages in conversion rate, time on page, and engagement. People want to see who they’re buying from. They want transparency. And video delivers it better than anything else.

One of my favorite parts of this conversation was when Brian talked about what this looks like in the real world, like, actually on a roof.

Let’s say you’re a roofing contractor. You’ve just climbed up, inspected some damage, and now you’re recommending a replacement. Instead of trying to explain that with just words or a printed report, you pull out your phone. No script, no setup, just your voice and the issue in front of you.

You shoot a 30-second video showing the problem, why it matters, and what you’re recommending. Maybe you say, “Here’s the crack that’s causing the leak. You can even see where the water is pooling under the shingles. This is why we’re recommending a full replacement instead of a patch.” That’s it.

No editing. No lights. Just clarity.

That quick video clip doesn’t just inform, it builds trust. The homeowner can see what you’re seeing. They don’t have to take your word for it. They can verify it. And that makes the buying decision a lot easier.

Now multiply that by every job your team does. Multiply it by every buyer hesitation you could answer on camera. That’s how you become a media company. Take it one clip at a time. One honest, helpful insight at a time.

It doesn’t just work in theory, it works in practice. And it works especially well in industries where trust is fragile and stakes are high.

Overcoming the "we can't do video" syndrome

Naturally, most businesses have objections to video. Compliance. Privacy. "We’re just not comfortable on camera." You name it, and we’ve heard it.

Sometimes, it’s the fear of saying the wrong thing. Sometimes, it’s the idea that video is only for polished, media-savvy professionals. Other times, it’s the mistaken belief that your industry just doesn’t lend itself to video. But here's the truth: All of those are smokescreens for the same thing, discomfort.

In Brian's words: “In 95% of situations, that is us just feeling uncomfortable with doing something.”

Let’s call it what it is: fear. Fear of stumbling, of not looking polished, of messing up your words. But here’s the thing: Those imperfections? They’re actually your superpower when it comes to video.

But imperfection is what makes video relatable. Buyers don't connect with perfect. They connect with real. If your videos come across as overly polished or robotic, they lose the warmth and authenticity that builds trust.

“You don’t need perfect,” Brian reminded us. “You need real."

That stutter? That moment where you pause to find your words? That’s what makes you relatable. It's what signals to your audience that there’s a real person on the other side of the screen.

And if you’re in healthcare or another compliance-heavy field? You can still do it. Just don’t share personal data. You’re not filming patient consults. You’re explaining concepts, offering guidance, and making your process transparent.

Want to teach people what to expect during a procedure? Record a quick walkthrough (no patients needed). Want to clarify insurance processes? Hit record and explain the steps clearly. These are the kinds of videos that reduce anxiety and show you care, and they have nothing to do with violating privacy.

The biggest hurdle is always getting started. The red light comes on, and suddenly, smart, confident professionals forget how to talk. It’s normal. But if you can talk to a customer face to face, you can talk to a camera. It just takes practice.

And let’s be real: Buyers today aren’t judging your lighting. They’re judging whether you seem trustworthy. Whether you’re helpful. Whether they’d want to work with you.

The only real mistake? Not showing up at all.

What about production value?

You don’t need a $5,000 camera setup to start making impactful videos. In fact, you probably already have everything you need. That smartphone in your pocket? It likely shoots in 4K, has built-in stabilization, and comes loaded with editing apps that rival what used to cost thousands of dollars in software.

And ironically, highly produced videos often don’t perform as well, especially on social media. We scroll past the perfect lighting and scripted lines because it feels like a commercial. But when something feels off-the-cuff, casual, or candid, we stop. We watch. We listen.

“There’s an authentic nature to off-the-cuff videos that the market just kind of strives for,” Brian said.

One of my favorite examples he shared was about Jeffrey from Linta Roofing. This wasn’t some influencer with a production crew, just a business owner with a phone and something real to say. Jeffrey started recording short, simple videos on Facebook and LinkedIn. No script. No polish. Just raw thoughts and honest advice based on what he was seeing in the field.

And the response? Incredible. Tons of engagement. Thoughtful comments. Shares. DMs from people in his network. Even job applicants reached out because his message resonated and made his company feel like a place they’d want to work.

All from his phone. In fact, those videos performed just as well, if not better, than highly produced shorts that his company had invested time and money into.

It's not about polish. It's about presence.

So before you spend weeks planning a shoot or thousands on gear, ask yourself: What could you record right now, in the next 10 minutes, that your ideal buyer would find helpful?

That’s your starting line.

Why written content still drives buyer confidence (even in a video-first world)

This isn’t about replacing articles with video. It’s about pairing the two and understanding how they complement each other to meet buyers wherever they are.

Written content still plays a vital role in the buyer’s journey. Think blog posts, guides, comparison pages, product overviews, FAQs; these are essential building blocks for any content strategy. Not everyone wants to watch a video. Some people want to skim, search for keywords, or copy and paste a quote. That’s the beauty of written content, it’s flexible, searchable, and accessible.

It doesn’t have to be either/or. It should be both.

Brian put it perfectly: “Almost every article could be a video. And there are videos that don’t have a direct article counterpart.”

If it’s worth writing about, it’s probably worth filming, too. And when in doubt? Do both. Repurpose your content. Turn a blog into a video. Turn a video into a blog. Pull quotes and clips for social media. This isn’t about doubling your workload, it’s about maximizing the reach and impact of the insights you already have.

Because at the end of the day, it’s not about the format. It’s about being helpful.

And the more helpful you are, the more trusted you become.

When to hire full-time help

If you’re just getting started, the best thing you can do is begin with what you’ve got. Use your phone. Start recording conversations. Capture what’s already happening in your business and turn it into content. That’s how you build momentum.

Eventually, that momentum starts to create its own gravity. As you begin publishing more frequently and seeing the impact, you’ll hit a very real inflection point, where you either keep juggling content off the side of someone’s desk or you hire someone dedicated to it.

That’s where the game really changes.

Brian pointed out that the guidance has flipped in recent years. For a long time, we told companies to build their writing muscle first. Get your blog going, build traffic, and then invest in video. But today? Video moves faster, hits harder, and stands out more in crowded markets.

“Hire the videographer first,” Brian said, especially in industries like pools, landscaping, construction, or home services—where the product is visual and buyer trust is everything.

Why? Because video is the easiest way to build an emotional connection. You can explain complex things clearly, show behind-the-scenes processes, and humanize your team in a way no article ever could.

You’re not just hiring someone to shoot footage. You’re hiring your company’s future trust-builder. Someone whose job is to spotlight your expertise, amplify your voice, and give buyers a window into your world.

That's not fluff. That's strategy. This hire fuels your sales team, powers your website, fills your social feeds, and elevates your brand across every channel.

If you’re serious about becoming the most trusted voice in your market, this move makes it sustainable.

And yes, it pays for itself, often faster than you think.

How to start becoming a media company right now

The market’s shifted. Buyers don’t want to talk to salespeople—they want to trust the business before they even pick up the phone.

Becoming a media company is no longer a “nice to have.” It’s the new table stakes. This isn’t some future trend, it’s the now. And businesses that don’t adapt are already starting to feel the consequences: less visibility, fewer leads, longer sales cycles, and a growing trust gap with buyers.

Buyers today want to do their own research. They want answers before they ever talk to someone. They want to feel confident and informed on their terms. And if you’re not the one providing that experience, your competitor will be.

Here’s our challenge to you: What’s one piece of content you could publish today that would make your buyers feel more confident tomorrow?

That’s what the Endless Customers System™ is all about. It’s about trust. It’s about giving your buyers the confidence to choose you before they ever fill out a form or schedule a call.

Your next step? Read Hate Being on Camera? Performance Tips for Better Marketing Results to start improving your on-camera confidence and delivery—so you can show up with clarity, connect authentically, and earn trust every time you hit record.

Start there. Trust will follow.

Connect with Brian Casey

Brian uses his background in sales & inbound marketing strategy to coach clients on creating content that impacts sales and helps businesses reach their ideal buyers. His experience in working with clients spans across all types of businesses in unique markets.

Check out Brian’s IMPACT Bio

Connect with Brian on LinkedIn

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Author: awinter@impactbnd.com (Alex Winter)

* This article was originally published here

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Wednesday, April 2, 2025

How to Build a Podcast Strategy That Grows Your Business

About This Episode

Over the past few months, many of our coaches have been having the same conversation with a growing number of clients. They're either thinking about launching a podcast or have just taken the plunge and hit record for the first time. And they all want to know: Is this really worth doing?

It's a fair question. Podcasts can feel like a big, mysterious mountain when you're just starting out.

What gear do you need? How much time is this going to take? What if you have no idea what to say? And what does success even look like?

That’s why I wanted to sit down with Lindsey Auten, one of our Video and Content Trainers at IMPACT, who’s helping businesses figure this out in real time. Lindsey works closely with clients who are building podcasts into their broader content strategy, helping them figure out what to say, how to say it, and how to make it count.

This episode really got me thinking. About what it means to show up consistently. About what trust-building looks like today. And about how podcasts, when done right, can become one of the most valuable things a business creates.

If you’ve been toying with the idea of starting a podcast or are already knee-deep in it, this article will walk you through the big lessons from our conversation. What works, what’s hard, what’s changing, and what you need to know before hitting record.

Why start a podcast now?

At IMPACT, we’ve been helping businesses embrace video for years. It’s still one of the most powerful ways to build trust and connect with buyers. But something interesting has been happening lately. There’s a quiet shift happening; more and more of the businesses we work with are starting to explore podcasts as a serious part of their strategy.

It makes sense when you look at how people are consuming content these days. Sure, we still watch plenty of videos, especially when we’re actively searching for answers. But more and more, people are also turning to podcasts while driving, working out, doing laundry, or just powering through administrative work.

Lindsey explained it perfectly in our conversation. “If you are a business and you realize your audience listens to podcasts, which you can do with some demographic research, then why wouldn’t you make a podcast?”

Think about that. If your buyers are already listening to podcasts during their day, you don’t need to fight for their attention, you just need to be where they already are.

And let’s address the elephant in the room. A lot of people assume that starting a podcast is way more work than it’s worth. Or that it needs to be some big production. But what we’re seeing with our clients, and in our own experience running this show, is that podcasts don’t have to be complicated to be effective. In fact, it might be one of the simplest ways to start showing up consistently.

Can a podcast be your main video strategy?

One of the biggest mindset shifts Lindsey brought up was this idea that podcasts and video content are not two separate things. They can be one and the same.

That was a lightbulb moment. “I think people forget that podcasts can be video as well,” Lindsey said. “The podcast I watch the most is one I put on YouTube with my husband three times a week. We watch it in the morning, finish it in the car later. It’s become our appointment viewing.”

The line between podcasts and video content is blurring. People are watching podcasts on YouTube just as much as they’re listening to them on Spotify. So if you’re thinking, “Well, our audience watches videos, not podcasts,” the truth might be that they’re doing both. Sometimes at the same time.

This isn’t just a niche media trend. It’s how real people, your customers included, are choosing to consume content.

And here’s the kicker: Podcasts might be easier than you think. It doesn’t require a massive studio or a big production team. You don’t need a perfect set or a fancy mic. You just need a way to have a good conversation, record it, and share it.

If you’ve been struggling to build a consistent video strategy, this might be your answer. Podcasts can be the core of your video content and give you plenty to repurpose into short clips, articles, and more.

You're probably already doing the hardest part

Even though I’ve been doing this show for over a year. What really hit home for me was when Lindsey and I started talking about how podcasts fit into Endless Customers, especially The Big 5. It became clear that most businesses are already doing the hardest part. They’re just doing it behind the scenes.

“The most important part of writing those Big 5 articles was the interview with the subject matter expert,” Lindsey said. “How is that different than a podcast?”

It’s not different at all.

If you’re already interviewing your internal experts to write articles about cost and price, problems, comparisons, reviews, and best, then you’ve already built the foundation for a podcast. The only real difference is that with a podcast, you record and publish that conversation instead of translating it into an article.

That small shift makes a big impact.

When you listen to a recorded conversation, especially one that’s honest and unscripted, you get to hear how the expert really thinks. You hear the follow-up questions. The “wait, what do you mean by that?” moments. The stories and context that don’t always make it into polished, edited written content.

It feels like you're part of the conversation instead of being spoken to. That’s the real magic of podcasts. It pulls people in.

We’ve said it before, and we’ll keep saying it. Trust is the single most important currency you have in business. And podcasts, when done well, are one of the most effective ways to build it.

Common hurdles we've faced (and how we're working through them)

This wouldn’t be a true behind-the-scenes if I didn’t talk about what’s hard. The podcast has been incredibly rewarding for us at IMPACT, but it hasn’t always been smooth sailing. We’ve had to figure things out as we go, just like everyone else.

Here are a few of the biggest challenges we’ve faced and what we’ve done to tackle them.

1. Keeping the topics fresh

This is an ongoing challenge. It’s easy to fall into the trap of repeating the same ideas in slightly different ways. But that’s not helpful to our audience. We constantly challenge ourselves to bring new, relevant topics to the table that speak directly to the questions and concerns business owners are actually facing right now. It takes intentional planning, regular brainstorming, and a healthy dose of curiosity.

2. Booking great guests

People are busy. Everyone has a full calendar, and coordinating schedules can be tough, especially when you're trying to maintain a consistent publishing cadence. We’ve found that planning ahead and batch recording when possible is key. If we can knock out a few episodes in one sitting, it gives us some breathing room in the schedule and keeps the show moving forward even when life gets hectic.

3. Attribution

This one’s tricky. When someone listens to your podcast on Spotify or Apple Podcasts, you don’t always know who they are. The data just isn’t as robust as what we’re used to seeing on platforms like YouTube. But we’ve started to see more and more prospects bring up the podcast in sales conversations, and that’s a strong signal that we’re doing something right.

Lindsey put it well during our conversation: “Just from a visibility standpoint, it feels like the podcast hits harder than anything that we’ve done before.”

That has been our experience, too. Even if we can’t track every listener with perfect precision, the feedback we’re getting from real people in real conversations is enough to tell us that this content is resonating.

And one more thing to keep in mind: It takes time. When we first launched Endless Customers, we didn’t see explosive growth right away. It took months of showing up consistently, refining our process, and listening to feedback. But eventually, it started to click. We recently crossed 10,000 downloads, and we’re just getting started.

What I wish I knew starting out

A lot of the business owners we work with are stepping into the podcast world for the very first time. Most of them aren’t professional interviewers. Some have never been on camera before. And many are wondering if they’re the right person to even do this.

I get it because I’ve been there.

When I was first asked to host Endless Customers, my gut reaction was, “No way.” I’ve always been the guy behind the camera. I had my own little dad joke about it, like, “There’s a reason I stay behind the scenes.”

But I decided to give it a shot. And I’ll be honest, the first few episodes were rough. Not because of the content or the people I was talking to, but because I was still figuring it out. I was nervous. I tried way too hard to sound smart and polished and professional. I used big words. I overthought every sentence.

It didn’t feel natural, and it didn’t work. I was trying to be so eloquent and use all these big words and sound so smart. And it just wasn’t working. I realized I know what I’m talking about. I don’t have to sound like I have a Ph.D. I can just talk and be myself.

That was a turning point for me.

So, if you're stepping into a hosting role for the first time, here’s what I’ve learned:

1. It's okay to feel uncomfortable at first

Feeling nervous, awkward, or unsure is completely normal. Your first episode is probably going to be the worst one you make. That’s okay. It means you’re doing something new. Just like shooting your first Big 5 or Selling 7 videos, you have to push through and let the reps teach you. You get better by doing.

2. You don't need to be the expert

As the host, your job is to guide the conversation, not dominate it. Let the guest shine. Ask good questions. Stay curious. Think of yourself as the facilitator. That shift was huge for me and completely changed the way I approach every episode now.

3. Be yourself

People don’t want perfection. They want something real. The more relaxed and human you are, the more comfortable your guest will be, and the more engaging the conversation becomes. Once I stopped trying to perform and just talked like I do in real life, everything felt easier and better.

Whether you're a content manager, a videographer, or a business owner hosting your own show, remember this: You’re not trying to win an Emmy. You’re trying to connect. You’re trying to build trust.

And that happens when you stop performing and start being yourself.

The key to consistency? Process

One of the things we talk about all the time with our clients, and in Endless Customers, is the importance of consistency.

Publishing content consistently is what builds momentum. It’s how you build trust. But if you want to be consistent, you need a process you can actually stick to.

During the episode, Lindsey asked me, “If you were giving advice on how to streamline a podcast creation process, what would that advice be?”

My answer? It’s the same advice we give for creating The Selling 7 or The Big 5 content. You need to work in batches and build a backlog.

You don’t want to shoot one episode and immediately release it, then scramble to produce the next one before the week’s over. That’s a recipe for burnout. Instead, we batch record whenever possible, three or four episodes at a time, so we can stay ahead of schedule and keep the quality high.

That rhythm makes a huge difference. And it’s not just about the main episode. Every week, we break each episode into multiple formats so we’re maximizing its impact.

Here’s how a typical week looks for us:

Monday: We release a highlight clip from the episode on YouTube. It’s short and specific and acts as a teaser to pull people in.
Tuesday: We publish a short-form video that goes on YouTube Shorts and across all of our social platforms.
Wednesday: The full-length episode drops. It goes live on YouTube as a video and on all major podcast platforms as an audio.
Thursday: Another short is released, usually a different clip from the same conversation.
Friday or Saturday: If we’ve got more great content to share, we’ll publish a third short over the weekend.

So what seems like one podcast episode actually turns into five or more pieces of content each week.

The key is planning ahead and using tools to help you move faster, and we’ll get into those in a second. But the real takeaway here is this: if you want to stay consistent, you need a repeatable, disciplined process.

We treat this podcast like a system, not a side project. And that mindset shift has made all the difference.

The tools we use (that you can too)

If you’re thinking about launching a podcast and wondering what tools will make your life easier, here’s what we’re currently using. These are the platforms and apps that help us move faster, stay organized, and keep quality high without burning out.

AutoPod: A huge time-saver for editing. It’s a plugin for Premiere Pro that cuts down our editing time dramatically by automatically switching between speaker camera angles based on audio input.
Opus Clip: This is perfect for short-form repurposing. We use this to create vertical clips for social media. It gives us suggested cuts, timestamps, and even engagement scores so we can choose the best moments to share.
ChatGPT: We’ve trained a custom GPT specifically for this podcast. We upload our transcripts and ask it to write video descriptions, blog posts, and even come up with article ideas. We always put a human touch on the final output, but it gives us a great head start.
Podbean: This is what we currently use to distribute the audio version of the show across platforms like Spotify, Apple Podcasts, and iHeartRadio. We’re exploring switching to HubSpot now that they’re rolling out more podcast-friendly tools, but Podbean has been reliable and easy to use.

We’re always experimenting. As Lindsey pointed out during the episode: “The stuff you use today may not be what you use next year. You should always be evaluating what can make your life more efficient.”

That’s been our approach from the start. Every few weeks, Austin and I block out time to explore new tools, test features, and find ways to make our process smoother. Some tools stick, and others don’t. But if we weren’t experimenting, we’d never find the stuff that actually makes a difference.

If you're on the fence, just start

If there’s one thing we hope you take away from this conversation, it’s this: You don’t need to have it all figured out to start a podcast.

You don’t need the perfect gear. You don’t need the perfect voice. You don’t need to be a video expert or a professional interviewer.

You just need to start.

Rip the Band-Aid off. Do it. The first episode is going to be the worst episode you ever make. And it’s only going to get better from there.

That’s not just theory. It’s how we got here. We started with a few basic tools, a good intention, and a willingness to learn as we went. Over time, we found our rhythm. We found our voice. And we started seeing real results.

A podcast is one of the most human, scalable, and trust-building ways to show up for your audience. If you're already answering questions, creating content, and having meaningful conversations inside your business, you're already halfway there.

So, if you’ve been waiting for a sign, this is it.

Start small. Stay consistent. And don’t underestimate what you’ll learn along the way.

You’re more ready than you think.

Connect with Lindsey

Lindsey Auten is a content and video trainer at IMPACT with a background in broadcast journalism.

Learn more about Lindsey from her IMPACT bio

Connect with Lindsey on LinkedIn

Keep Learning

Learn: Is Hiring an In-House Videographer Worth The Cost?
Watch: I Need Video Content But I Don’t Know How To Start
Get Inspired: How to Create Industry-Disrupting Content That Will Turn Heads

Author: awinter@impactbnd.com (Alex Winter)

* This article was originally published here

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