Continuing Studies: for Higher Ed Podcasters

Kate Young: I think my main takeaway
was this conversation between audio

versus video, or audio and video,
however you would like to think of it.

It was the main focus, almost
every session talked about it.

You know, a lot of sessions are still
saying you don't need to have video.

Then you have people directly from
YouTube podcasting, presenting, like,

get your podcast on YouTube people.

And that's definitely changed
in the last, you know, two years

since I've been on with you both.

Neil McPhedran: Welcome to Continuing
Studies, a podcast for higher education

podcasters to learn and get inspired.

I'm Neil McPhedran, founder
of Podium Podcast Company.

Jennifer-Lee: And I'm Jennifer-Lee,
founder of JPod Creations,

podcasting is broadcasting.

We want you to know you're not alone.

In fact, there are many of you
higher ed podcasters out there, and

we can all learn from each other.

Neil McPhedran: That is right Jen.

And before we jump into this
episode, we want to remind you

again about HigherEdPods.com.

As you mentioned, I think on
one of our previous episodes,

we're up over a thousand higher
ed podcasts in there right now.

It's really cool.

When you go in there,
it's super interesting.

There's like over a hundred
business school podcasts.

There's like sixty law faculty podcasts.

So it's really turning into an
interesting place and directory for

all the cool work that's being done
in higher education, podcasting.

And of course, we're two months
away as we record this in early May.

We're two months away from July 12th
in Chicago for the first Higher Ed

PodCon, which we're gonna be at.

And our guest today, Kate Young,
is going to be one of our speakers.

Jennifer-Lee: Yeah, I'm really excited.

We met Kate a long time ago in Dallas.

Neil McPhedran: Well, a long
time for podcasting world.

Jennifer-Lee: Well, a long
different podcasting world.

Yes.

In Dallas, four, it'll be four years
ago in August and then back in Denver.

And then we've had her on the podcast
as you mentioned, and it's been really

neat to just see how she has grown and
how she has taken the podcast from like

zero to like thousands of listeners.

Because you're gotta remember this
position that she does, she's the

first person to do this position.

They hired her specifically to
create a podcast for Purdue.

She is Purdue alumni as well, so it's a
perfect fit, and she had some previous

broadcasting experience as well.

So she's been really able to take
the podcast, like I said, from zero

to where it is now in the thousands.

So I think we learn a lot
from her every time we chat.

I'm excited to get to see if she
has any more tips and tricks for us.

Neil McPhedran: Yeah, that's right.

I'm looking forward to this
conversation with Kate.

And I can't believe it's two years, we've
been going at this for two years, Jen.

But yeah, I was excited
to get Kate back on.

She was one of our original guests.

We had her on back in episode two,
and we're gonna chat with her about

how things have evolved in the last
couple of years with the, This Is

Purdue podcast, so let's get into it.

Kate, it's so lovely to have you
back here on Continuing Studies.

I can't believe it's been two years.

Kate Young: It feels like.

You know, yesterday and
forever ago at the same time.

Thank you for having me back though.

Jennifer-Lee: I also feel like Neil
and I just saw you in Denver, but I

realize that's like two years ago now.

Kate Young: Doesn't it feel
like it was very recent?

It's crazy.

Jennifer-Lee: And I love the
fact that we were staying in

this hotel that was massive.

There was like four different wings
and Kate and I did not know that we had

the same room right beside each other.

Kate Young: We're like
walking, we're in the elevator.

Then we're walking down the hall and
we're both opening our rooms up and we're

like, we're right next door to each other.

So funny.

Neil McPhedran: Well, Kate, we wanted
to have you back because two years

is a long time and you are still
with the, This Is Purdue podcast and

so much has changed in the world of
podcasting since we last chatted.

So we wanted to catch up with you and
hear about how things have evolved

with the show, your role, how you're
using different technologies or

not using different technologies
now and so on and so forth.

So we really wanted to get into that.

But you were, speaking of
Podcast Movements, you were

at the most recent one.

What were a couple of your big
takeaways versus two years ago when

we were all in Denver together?

Kate Young: Yeah, so Podcast Movement
Evolutions as the smaller of the

two conferences that PM puts on.

I definitely missed the, there's
definitely more like energy and

vibrancy and variety in that bigger
one that they have in the summer.

This was held in Chicago and I liked
the kind of intimate feel, but like I

said, I definitely missed that energy.

It was just smaller overall.

But I think my main takeaway was this
conversation between audio versus video.

Or audio and video, however
you would like to think of it.

It was the main focus, almost
every session talked about it.

You know, a lot of sessions are still
saying you don't need to have video.

Then you have people directly from
YouTube podcasting, presenting, like,

get your podcast on YouTube people.

And that's definitely changed
in the last, you know, two years

since I've been on with you both.

So there was a lot of talk of video
versus audio and YouTube for sure.

There's also a lot of discussion
around seeing like clips on social

media and that being the new gateway,
instead of like hearing about a podcast

from a friend and word of mouth,
you're seeing more clips on social.

So like Giggly Squad is an example that
I'm thinking of with two kind of reality

TV stars or former reality TV stars.

People will say, I listen to Giggly
Squad and then they'll be like,

wait, actually I just see their
clips on Instagram and TikTok.

So I don't really, you know, I'm listening
to a minute of their podcast, but I'm

not listening to it on Apple or Spotify.

So that was very interesting.

And I think, again, it was stated
that social media has overtaken that

recommendations from friends and family
as the most popular way to discover shows.

Neil McPhedran: Aren't
those the same thing?

Like, aren't you following I, I
guess that's where the algorithm

versus your friends and family
you're following on social media.

Kate Young: Right?

And it's popping up on your For You page.

You know, maybe I got into certain
podcasts recently from friends who

listen and so that might show up
on your timeline now even if you

don't follow them on Instagram.

So that was all very
interesting and enlightening.

Jennifer-Lee: But I love that you're
saying too, people are watching these

shorts, but they're not necessarily
going over to the longer form content.

So that is like showing that
podcasting might be going in a

bit of a different direction.

And how do you marry the two together?

Because people like the idea of
the soundbites and the clips.

Then it's interesting because I'm going
to the London Podcast conference in a

few weeks and their whole thing is video.

I wonder if they'll talk
about that gap there.

Because it's not concerning, but it's
like, why are we then going to the

whole trouble of doing a full podcast if
people are only gonna watch it on TikTok?

Kate Young: Right?

Absolutely.

And I think, you know, they're thinking,
oh well if we put ten different one

minute clips out, then technically
some people are listening to, I don't

know, half of our show or a tenth of
our show, whatever the case may be.

But it was definitely that, that
video and audio coming to a head

here and how the popularity has
grown, what YouTube has done with,

you know, YouTube for podcasting.

And it really reiterated for me and, and
my role, how glad I was to get Purdue

onto YouTube when I did back in 2021.

I was like, I did it right.

I am so glad I listened to industry
experts and did that early on.

Neil McPhedran: Kate, you guys have
been doing social media assets,

like we talked about that two years
ago, you were creating social media

assets for every episode already.

I think that was one of the things
that we really liked when we chatted

with you, you had a whole team.

So are you then already
creating shorts and clips for

Spotify and so on and so forth?

Kate Young: Yes.

I think out of everything with the
podcast in the past two years, the video

strategy has just completely evolved.

You know, we started off on
Purdue's main YouTube channel,

posting our whole episode.

Then as we started to get into the
social distribution and having the

incredible help of our social team,
one of our social team members is

essentially like an onsite producer.

I look to her as a
right hand woman for me.

She is there leading these social
efforts, keeping the clips under a minute,

knowing that that's what we want for
our YouTube shorts and Instagram reels.

We're able to add so much extra content
and pull these bites from episodes

because we actually separated out from
the main Purdue channel and started our

own, This Is Purdue YouTube channel.

And so we're at ten thousand
subscribers on there.

We're super proud, super proud
of that, and that way we weren't

oversaturating the main Purdue channel
with just podcast content, right?

We have an awesome video team and
all this different storytelling

that deserves its own space.

And then like the podcast deserved
its own space, so we're putting,

you know, maybe ten YouTube shorts
to twelve a month on the channel.

We're kind of thinking ahead and
like almost banking content to align

with timing and relevancy, which
I'll get into with you both too.

But you know, we had a episode
recently with a Cubs head

groundskeeper, so he did our College
of Agriculture, he went through that.

And then works for the Cubs and
literally manages Wrigley Field.

And so we have certain snippets
from that episode that we did in

March, going out in June and July.

Because it's baseball season and like
the Cubs are in the news, probably, you

know, that's such a beloved sports team.

So we are really focusing on that
strategy of knowing we have this awesome

interview that's really popular and in
the Midwest, the Cubs are incredible

and knowing we have a lot of alums
in the Chicago area focusing on being

able to pull really interesting content
and then like share it out later.

So yes, our social strategy, our
distribution, and our YouTube

strategy has really evolved and
we're really proud of that as a team.

Neil McPhedran: That's great.

Jennifer-Lee: And I just wanna mention
Kate, because you are a bit different

than the other people that we talked to.

This is actually a position at the school.

Like you, this is actually your job.

Can you tell us a little
bit about your role?

Kate Young: Yes.

So I am the only full-time
podcast position.

The other people on our team share
our responsibilities on other teams,

but I am part of Purdue's central
marketing and communications team.

And recently, you know, kind of
think of ourselves as a agency.

So we've recently rebranded to
Purdue Brand Studio, so I am

part of Purdue Brand Studio.

Really the goal is having this special
storytelling angle told via the podcast.

We have an incredible
storytelling website.

We have a video team that's putting
out videos on our main YouTube channel.

But with the consistency and the
focusing on some of these relevant

and timely topics, the podcast is
able to put out episodes every other

week and really share that, that, you
know, essence of what it means to be a

boilermaker, boilermakers in the news.

You know, our basketball team does
quite well, so that's always a trending

topic when it comes to March Madness.

But yeah, so I have team members on
the podcast team, but they are not

full-time working on the podcast.

Neil McPhedran: That's smart.

I think that's a really clever structure
for sure, to sort of use the other

team members on your central comms team
there and to think about it that way.

I really like what you've done here,
I'm just looking at the YouTube

shadow, how you've separated it out.

It's a show.

Also, we really talked about it
being, this is Purdue being an alumni

podcast when we last chatted with you.

I don't see alumni any, I
don't see alumni anywhere here.

This is obviously for alumni as
well, but really this is the official

university podcast of Purdue.

Which is I think really cool.

Did I just misunderstand
previously or has that been a

purposeful sort of mandate change?

Kate Young: So, yeah, there's
been a bit of a strategy change.

You know, we still feature a lot of
alumni, like I said, that the Cubs head

groundskeeper, who's an alum, but we're
also focusing on what are people Googling?

For example, AI.

Everyone's talking about AI.

People are scared of AI, right?

Some people love it.

Some people are using it when
maybe they shouldn't be, right?

But we had a professor who's
using AI to help make decisions

at food banks throughout Indiana.

So, when people are Googling AI, we're
hoping that our episode comes up.

And if you don't know anything
about Purdue, or you don't really

care about a Purdue professor, I
wanna see how AI is used for good.

What is this guy doing that, you know,
is helping feed people in, in Indiana?

That's like a crazy cool story.

So we're really leaning into appealing
to an outside audience from, from just

those people who know about Purdue and
its brand and its relevancy in Indiana.

We want anyone to hear an episode
and think it's interesting, you

know, think it's cool and they don't
maybe know anything about Purdue.

So that, that's kind of
been a strategy shift.

And also really, again,
leaning into that timing.

So one of our professors was on Jeopardy.

She had quite a run.

She was a Jeopardy super
champion, Adriana Harmeyer.

And so usually we kind of have content
banked, like, I'm sure you all do.

Like you kind of have to
have your content calendar.

This was an exception where like, we gotta
fit Adriana into our content calendar

because everyone's talking about her.

She was, you know, on Jeopardy everyone's
excited about, on social media.

So we did an episode with her and
kind of, I don't wanna say broke

the rules, but we had a really
quick turn with that one because

it was so relevant in, in the news.

So we really capitalized off people
Googling her or Googling Jeopardy,

and that was a really fun episode.

We did one around the holidays with
one of our, he, he's not an alum, so

that's to your point too, Neil, but
he's been at Purdue for 25 years and

he works in our president's house,
and so he does all of the events.

He knows everyone on campus.

He teaches an etiquette
course to students.

And so we released that around
the holidays because when

are you going to parties?

And when are you making
all this small talk?

It's, you know, Thanksgiving,
Christmas, and New Year's.

So that one was super popular and
the timing just hit perfectly.

And again, saving content from that
November episode to drip out New Year's.

Like what are good small
talk tips at parties.

And you know, people Google that
stuff and they find our show.

So we've had a lot of fun figuring
out the SEO strategy and like

what people are interested in.

Jennifer-Lee: I love it because
you're taking the steps to really like

dig into how to grow your show, and
that's what a lot of people think.

Obviously you had a base for a long
time, but you're thinking about

timing and that's something that I've
been working with someone recently.

It's like you wanna always make sure
that your episodes are going around

certain times if they relate to it.

So, the fact that you were like,
oh, etiquette Christmas, like sports

season, people don't think about that.

And you're also opening up the
podcast out to a wider audience.

Neil McPhedran: I commend you for spinning
off as a separate YouTube channel.

I think it's a good idea and it
gives you the opportunity to, as you

sort of were explaining, to put a
different lens on what you're doing.

You're not just creating a podcast
episode, and then with that

podcast episode, you're gonna
create some assets out of it.

You're creating content for a
show overall, and you're thinking

about, well, the show is gonna
have a long form audio version.

It's gonna have a long form video version,
and it's gonna have a bunch of shorts.

You know, some of those other examples you
gave are gonna have separate more straight

up YouTube videos so it's probably
really opened up the aperture of sort

of how you think about content creation
versus just, I'm creating a podcast.

Kate Young: Yeah, exactly.

And our team and our distribution
evolution and all of the thought that

goes into it has been really refined.

Another great point is before the
episode happens and is recorded, the

prep that goes into it is very robust.

We're looking into SEO.

We're looking what people are Googling.

We had a really successful
football player, he plays

for the Kansas City Chiefs.

He was going up for his third
consecutive Super Bowl win.

Obviously that didn't happen, but we
were honored to have him on the show.

George Karlaftis and some of our writers
were like, Hey, people are wondering

like, what does a defensive end do?

And like, I don't know, I'm not a
huge sports girly, so we ask that

and then sure enough, when you
Google, what does a defensive end do?

George's short, it's like
on the main page in Google.

So just kind of thinking through how
in that prep work we can attract like

that SEO attention and that again,
random people who might not have ties

to Purdue, to come across our show, I
think the prep is key in all of that.

And we're organizing that ahead of
the interview so that I know later

like, Hey, here's what we're clipping.

We had an interview yesterday and the
woman was talking about Purdue basketball,

and I'm like, I already know I'm pulling
that clip and it's gonna be like,

what's special about Purdue basketball?

And it's her saying, you know, coach
Matt Painter's, the culture and the fit.

And like, if it's not a fit,
it's just simply not a fit,

like, and it's gonna do well.

So now I've kind of trained my own
brain to be in an interview and

know when I'm gonna clip something,
which helps on the backend.

Neil McPhedran: Yeah.

Are you using the shorts you're
creating, are you putting them up

into Spotify for clips as well?

Kate Young: No.

So that's something we've been
talking about for a couple years now.

We have our full video
interview posted on YouTube.

And then as, I mean, not everyone
listening to this know that construct

our audio only version differently.

I kind of give more
context, more background.

You know, we have our ending credits
shouting out our team, all that

post-production magic, the music.

And so I have been putting that as our
audio version on Apple and Spotify,

because at the end of the day, I do
think there's a certain magic to This

Is Purdue because of that scripting.

And so I should play around with
putting the shorter clips on there.

But right now I do like having that audio
version better than having that full

video interview of the guest and myself.

Neil McPhedran: You can
still put those clips up.

You can use your shorts, so basically
the Spotify version of a reel or a

short is a clip, and so you can actually
add those to your audio episodes.

So like you go into your Spotify For
Creators and you hit the little button

there and you just add the little clip in.

So outside of whether or not you're gonna
use the full video version, those clips.

And then Spotify is starting to, if you're
in the Spotify app, there's a bar of

what looks like those vertical videos.

If you hit one of those, it
goes full screen and you're in a

scrolling mode, like you're in reels.

Kate Young: Really?

Neil McPhedran: So they're
really pushing that.

And what you can do is you can
attach the, so the clip is attached

to the episode, so then the Spotify
algorithm knows that as well.

So just like someone's gonna find a
short while they're doing shorts on

YouTube and one of the, This Is Purdue
shorts might pop up and so Spotify's

really trying to do the same thing.

So you're already producing them.

It's the same vertical,
it's 90 seconds limit.

Literally you can pop one in, in for every
single one of your a audio episodes, so.

Kate Young: Well, I will take
this away and run with that.

Because again, and for everyone listening
out there, like, you know, we're using the

same reel on YouTube and then on LinkedIn.

We're playing around with vertical
videos on Facebook you can post them.

Like just, I know there's so much work
that goes into the post-production,

but if you have that clip made,
like put it everywhere you can.

So thank you Neil.

Neil McPhedran: Yeah.

Because the, what YouTube calls
a short is a reel on Instagram.

It's a reel on Facebook feed video
is what they call it on LinkedIn.

And it's a clip on Spotify.

And to your point, you can use,
if you're creating them, you can

use them in all those places.

The difference with YouTube and
Spotify is you actually can associate.

The short or the clip
with the specific episode.

So then the YouTube and the
Spotify algorithm is knowing that

those are associated because that
shorts audience is different from,

Kate Young: The long form.

Neil McPhedran: Yeah.

So you're getting this different
audience that's gonna be seeing those,

and the algorithm's gonna be feeding
them to them as you're talking about

SEO and opportunities there too.

So,

Kate Young: Incredible.

So yeah, thank you for that tip.

Neil McPhedran: On the audio versus video
in the This Is Purdue YouTube, under the

podcast, you actually have two feeds.

You've got the audio
one and the video one.

Kate Young: So the thought there
is originally I'm like, I'm

creating this episode, I'm doing
all this work, scripting it.

Why not again, with the repurposing,
why not put that onto YouTube?

And that is for people who are like
working on their computer, but have the

YouTube, you know, pulled up in a tab and
can just listen if they prefer that route.

And then of course, we have this wonderful
video team that produces this final video

interview, that's very much the question
and answer kind of show, if you will.

If you wanna see our new studio, if
you wanna see the guest, obviously

some of the more popular boiler maker
guests that are, you know, the, for

example, sports coaches, et cetera,
people love watching the video.

So we have that, and then our YouTube
shorts, and then we also do 60 second

trailers that show the top highlights,
you know, clips from the guests

that are hopefully going to make
you wanna listen to the whole thing.

Neil McPhedran: Yeah.

I like it.

It's two different
things and you're right.

I mean, we always forget, or I
always gotta remind myself, there's

two YouTube apps actually, right?

There's the main YouTube app,
and then there's YouTube music.

And YouTube music has billions of
people using it, and people use YouTube

music for podcasts and music mostly.

Yes, they watch video there, but
predominantly that's the use case

is for headphones in pocket with
phone and you're listening to it.

So that is clever what you guys have done.

I like the idea.

I'm gonna, I'm gonna steal that.

Kate Young: Please be my guest.

But yeah, it's funny because a lot
of people that I see out and about

on campus or in the community will
be like, I watched your podcast.

I watch it.

And I'm like, interesting, okay.

And I'm like, oh, where
are you accessing it?

And they'll say, YouTube.

But I get called out more by people, we'll
say it's like an older audience actually,

will, say I watch your show and I'm like,
oh, like, have you checked out the audio?

You know, do you access things
on Apple Podcast or Spotify?

'Cause you can listen to it
while you're in the car running

errands or doing laundry.

But I do have, whenever people
approach me, that is always kind

of the consistent theme that
they're accessing on YouTube, so.

Neil McPhedran: That's great.

Jennifer-Lee: And your content is so good
because you put a lot of effort into it,

Kate, and I think that's something that
people forget when it comes to podcasting

is make your content good, specifically if
you're using it for a brand like Purdue.

Because this is stuff that they can go
back in years and still cut up and use.

Kate Young: Evergreen.

Yep.

Jennifer-Lee: Evergreen content.

And you use it for marketing
purposes, so, it's so important.

When it comes to AI though, I know
we mentioned a little bit, are you

guys starting to implement it a
little bit more in your process?

Kate Young: So I think the main
place that we, the main part of

the process that we're using AI
is that research and prep work.

Our writers are brilliant.

They don't need to use AI,
but kind of digging into, you

know, what has this guest done?

It's really good for maybe spitting
out a couple links where the guests

that we're about to interview
were on other podcasts, so I can

listen and get more context there.

We're really blessed and lucky because
we have a robust video team that does

the editing, so we haven't played around
with anything as far as AI and editing.

But it's really good for some of
our concepting or building out

strategy or our content calendar.

I was using AI the other day
as we map out our fall content.

What are big events in the fall?

And it was like Halloween.

I'm like, oh duh.

That's great.

Can we tell ghost stories
about Purdue for Halloween.

Jennifer-Lee: Is Purdue
haunted is what I wanna know.

Neil McPhedran: There's an episode.

Kate Young: Exactly.

So you know, there was like October
Fest and there's a Purdue branded beer.

I'm like, is that an
episode that we can sell?

Jennifer-Lee: Yeah.

How do you make a Purdue branded beer?

I wanna know.

Kate Young: So that's another
example of how I've used AI.

Neil McPhedran: So you're using AI
more as part of your brainstorming and

research and prep and sort of like even
organization of your content calendar

and not so much for editing and writing
and show notes and stuff like that.

Kate Young: Yeah, and I think
that's great that people do that.

We have a robust team and
I'm really lucky for that.

So we haven't, but I think if you have
a lean team or you're a single creator,

absolutely use AI to shorten things up.

I've used it before.

I'm always like very, I use
probably way too many words to

describe what I mean, and so for
that case, I think it's great too.

Jennifer-Lee: AI is great.

That's good.

Just learn to use it properly.

Curiosity though, you're gonna
be part of our Higher Ed PodCon.

And you're talking, yes.

Can you tell us a little bit about
what you're gonna be talking about?

Because I actually don't know, but
tell me more and everyone else.

Kate Young: Yes.

Super excited.

It's been a goal of mine for a long
time to speak at a conference on

a bigger level, a bigger platform.

So I'm really excited to be
speaking at Higher Ed Pod Con.

My social media producer, who I
mentioned earlier, she is going to

be joining me because again, I look
to her as this onsite producer.

She has everything set up and tailored to
specific social clips with her expertise

as a social media strategist for us.

So our session is called Podcasting,
Social Media, and Video, Oh My.

Jennifer-Lee: Love it.

Neil McPhedran: That's good.

Kate Young: I did not use AI.

I have to take credit.

Jennifer-Lee: Oh, that was you.

Kate Young: Yeah.

Yeah, that was me.

I did use it a little
bit to help condense the,

Jennifer-Lee: It's a helper.

Kate Young: So we're gonna go
behind the scenes on some of

the stuff we talked about today.

But like, you know, how the
team works, the process.

Again, even if you don't have
a ton of budget or a huge team.

Practical things that you can take
from it, like industry tools that

we use that are like $30 a month,
you don't need a big budget for.

Storyboarding, and like I touched on
all of that prep when it comes to SEO

and getting that done before the actual
interview happens to help better set you

up for success in the post-production.

So lots of social media reels.

We'll share a couple examples of
our most popular videos that we've

produced and yeah, super excited
to meet people and be there.

Neil McPhedran: Yeah, I think first
and foremost, that's really what the

genesis and sort of the reason behind
it is to build some community and for

the higher ed podcasting world to be
able to share because it's different.

The reason for being is different
than a monetized podcast.

There's a very different reason
for This Is Purdue and what you're

trying to achieve and your goals are.

So I think that it'd be nice, I'm
looking forward to getting sort of

a, a larger cohort of those people
together and to create some community.

But I love, basically what you're
saying is you're gonna talk about the

importance of prep, and we didn't really
get into the nitty gritty, but you're

gonna go into more of the nitty gritty.

We talked about, you know, how you're
using clips and we talked about your

YouTube channel and your strategy there.

But you're gonna talk a little
bit more about behind the

scenes, like making this happen.

I love it.

I love it.

Kate Young: And the different
processes of, you know, now we

incorporate a brainstorming meeting.

ahead of time to get our ducks in
a row and to sit on a call and all

think about again, what are people
searching for, why is this relevant?

So we'll get into that.

Inexpensive tools.

Just stuff that you can really,
you know, take and run with no

matter the size of your team.

Neil McPhedran: Love it.

Well, this has been a
really good conversation.

I've got one sort of thing I wanna drop
in here though, is I love what you guys

have done with the YouTube and you've
created a, This Is Purdue YouTube channel.

I think the next thing you should
explore is creating a LinkedIn

page for This Is Purdue as well.

So then people can follow, in the
same vein of having it separate,

you can then populate your LinkedIn,
the presence all around, This Is

Purdue, the header and everything.

And then it's an actual entity
in LinkedIn, just like it's

an actual entity in YouTube.

And I think for university, I don't,
you know, not every brand should do this

or every product should do this on, um,
LinkedIn, but for universities it's,

it's huge because we all put, I think
almost all college university grads have

a LinkedIn presence and they put where
they're from, from a school perspective.

And so I think this is a
really good thing to do.

So that's your next thing that, I looked
it up, I didn't see it, so that's why.

Kate Young: Nope, we do not have that.

Thank you, Neil.

Neil McPhedran: And you've seen
the success with YouTube, so,

Kate Young: Yeah.

Neil McPhedran: You've got a case
study and just sort of for everyone

out there, you actually don't
need to create a separate one.

It's a subset of the Purdue
presence, but from a LinkedIn user,

you don't know that there's this
tiered structure behind the scenes.

So you don't actually have to
create a whole new account and

a whole bunch of new admins.

Everyone that's already part
of the Purdue LinkedIn team can

control who has access to this.

But it's created out of it.

So you're not creating a whole new
thing for your social media team.

'Cause I know, you know, universities
can be difficult with who

controls these things or whatever.

So that's a nice thing about LinkedIn.

It's called the spotlight.

But from the outside as a LinkedIn user,
it just is like a regular page, like a

regular business page kind of a thing too.

Kate Young: Love it.

Smart tip.

All right.

Beware social team.

I'm coming at you with.

Neil McPhedran: Yeah.

I love it.

Well, Kate, amazing.

It's been so good to catch up with you.

I love that every time I talk to
you, I learn something as well.

I'm going to steal your idea of the
separate podcast feeds in YouTube,

the audio and the video one.

It's a good one.

Kate Young: I love it.

What is that saying about copying?

It's flattery?

Imitation is the sincerest form of.

Neil McPhedran: Yeah.

I think that's it.

Nice.

Kate Young: You can copy me anytime.

Jennifer-Lee: And we're
excited to see you in Chicago.

Kate Young: Yeah.

Neil McPhedran: Great.

Thanks.

Kate Young: Thank you.

Neil McPhedran: Well,
that was awesome, Jen.

We learned a ton from Kate.

I really enjoyed that.

I think there was some really interesting
things that came out of there.

One is, to me, I think sort of
one of the big ones that struck

me was how the perspective of This
Is Purdue, the podcast, when we

originally chatted with Kate, it was
really squarely an alumni podcast.

And as we discussed with her, it's
not that it's not an alumni podcast

anymore, they've just really opened up
that aperture though, and they're just

looking at it as the main show for Purdue.

So, obviously alumni are very interested
in it, but it hits a wider swath of

an audience from students, prospective
students, parents of prospective

students, faculty, and just a wider
community that is interested in all of

the amazing stuff that happens at Purdue.

Jennifer-Lee: And I think the thing
is too, like it's something that she

does and her team does so well that
everyone talks about, but not everyone

does it well, is using a lot of short
clips to drive traffic to the podcast.

And the fact that she does reels and
YouTube shorts and things like that.

Long form content's great.

Podcasts are great, but really using those
clips give you ways to drive more traffic.

But not only that, use more content
and that's what you wanna do if you're

to go to all this trouble of putting
together a podcast, you wanna be able to

utilize your content as much as you can.

Neil McPhedran: Yeah, and it's
not just about having a podcast,

and then we're gonna spin off
some content from that podcast.

But really, sort of, as I
was saying, it's a show.

It's their overarching show,
which they call it, and it

is about all of the content.

And that case in point is what they've
done with their YouTube channel, where

they've spun it out from, This Is Purdue
being the podcast in the Purdue YouTube

channel, and now This Is Purdue is
its own YouTube channel, and it gives

them the elbow room to fill it with
content, the clips and other behind the

scenes video and so on and so forth.

And it gives you this opportunity to
really open it up and to look at it as a

bigger content play for the university.

And I really like how they've got
this video and audio strategy they've

been doing now for a few years.

The audio is more high production.

It's a little bit more scripted.

But they've created two separate podcasts
in YouTube so you can listen to the

audio if you're tuning in on YouTube
music app, the video is there too.

And I think that was a really
good idea that I'm gonna steal.

Jennifer-Lee: Yeah, I know you could,
uh, picked more from Kate because I

just felt like there was so much, and
even when you guys were talking about

Spotify and everything, it got me
thinking about all the things we can do.

But that's for another time, and
you should be going to Kate's talk.

She's gonna mention a lot of
those things in her talk at Higher

Ed PodCon, so, until next time.

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