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Seth Goldstein talks with Jason Barnard about the podcast brand power.
Podcast Brand Power! Seth Goldstein—founder of Goldstein Media and host of Entrepreneur’s Enigma—reveals how to transform your personal brand into unstoppable business success through strategic content distribution. Drawing from 15+ years of entrepreneurial experience and expertise in podcasting strategy, Seth breaks down his proven systems for leveraging multi-channel content to build authority and create meaningful connections that drive revenue.
Get ready for a deep dive on:
– The “content flow” strategy that maximizes your creative output without burning out
– How to systematically repurpose one podcast episode into weeks of multi-platform content
– Why owning your digital real estate is crucial (and how to avoid the “rented space” trap)
– AI-powered content creation tools that actually work—and where they fall short
– The exact process for turning podcast appearances into brand authority and business opportunities
– How to balance personal and corporate branding when your name IS the business
– Strategic YouTube optimization secrets that most podcasters completely miss
– The newsletter-to-social media pipeline that keeps your audience engaged across platforms
This episode delivers actionable, battle-tested strategies for entrepreneurs, founders, and executives ready to build a personal brand that drives real business results in today’s content-saturated world.
#PodcastBrandPower #PersonalBranding #ContentStrategy #PodcastingSuccess #DigitalMarketing #EntrepreneurJourney #FastlaneFounders #SethGoldstein #BusinessBranding #ContentRepurposing #PodcastMastery #OnlineAuthority #BusinessGrowth #ContentCreation #MarketingStrategy
What you’ll learn from Seth Goldstein
This episode was recorded live on video August 19th 2025
Links to pieces of content relevant to this topic:
https://linkedin.com/company/podcast-mastery
Seth Goldstein
Transcript from Seth Goldstein with Jason Barnard on Fastlane Founders And Legacy. Podcast Brand Power
[00:00:00] Seth Goldstein: It’s about the flow. And people hate when I say that, but it’s about the flow. It’s about when you have an idea and if you have time to do, act on that idea right away. Go do it right then. Just go work on the blog post, the podcast, the idea you’re working on. If you don’t, write it down in as quickly, in as much detail as possible.
[00:00:23] Otherwise, you’re not gonna remember it.
[00:00:25] Narrator: Fastlane Founders and Legacy with Jason Barnard. Each week, Jason sits down with successful entrepreneurs, CEOs, and executives, and get them to share how they mastered the delicate balance between rapid growth and enduring success in the business world. How can we quickly build a profitable business that stands the test of time and becomes our legacy? A legacy we’re proud of. Fastlane Founders and Legacy with Jason Barnard.
[00:00:54] Jason Barnard: Hi, everybody and welcome to another Fastlane Founders and Legacy with me, Jason Barnard. And a quick hello and we’re good to go. Welcome to the show, Seth Goldstein.
[00:01:05] Seth Goldstein: How’s it going? How you doing?
[00:01:06] Jason Barnard: I’m doing absolutely fine.
[00:01:08] Seth Goldstein: This is a pleasure.
[00:01:09] Jason Barnard: It’s a delight to have you on the show. I was on your show a few months ago. That was absolutely delightful, and you’re a podcasting expert. You use podcasts to boost your personal brand and your business brand, but it’s all about content for you. You use the podcast as the launching pad, but just before we get into that, I always show the search results for my guest’s name.
[00:01:33] Your name is Seth Goldstein.
[00:01:35] Seth Goldstein: The trick is Seth M. Goldstein. If you do a Seth M. Goldstein, I’m all over the place. Seth Goldstein is too complex. It’s not too complex. It’s too common for a name. And honestly, Seth Goldstein, the angel investor, I know him personally because we fought for the verified username on Facebook when they first came out with that. We were on chat at 12 midnight.
[00:02:00] Jason Barnard: Right.
[00:02:00] Seth Goldstein: And he got it before me because I had to do a refresh.
[00:02:03] Jason Barnard: Brilliant. So when you have a common name, adding the middle initial disambiguate, and that’s a great way.
[00:02:09] Seth Goldstein: I was a journalist for six years and I made it purposeful. I knew that back in 2006, the early aughts. And I was like, all right, I’m gonna be Seth M. Goldstein. I’m not a big fan of my middle name. It’s Plain Jane. It’s Michael. But Seth M. Goldstein I come up for, and I have sethgoldstein.me. I have sethgoldstein.net. I have everything around that, but I don’t have the.com because Mr. Angel Investor turned the table. Seth Goldstein out in San Francisco has that.
[00:02:43] And we joke, the thing is we become friendly in that way because we’re joking about where is everyone on top of the branded search essentially. Then there’s also a Carnegie Mellon professor named Seth Goldstein. And when you go to edu, there’s no beating that.
[00:03:02] Jason Barnard: Right. So sometimes you become friends with your namesake because you’re discussing who’s dominating the brand service. But now what you do for your own personal brand and your business brand is create a lot of content. And I really want to kind of look into that and focus on how much time it takes to create content for a personal brand. You invest a lot of time.
[00:03:26] Seth Goldstein: It can take a lot, but when you get into a flow, it’s about the flow. And people hate when I say that, but it’s about the flow. It’s about when you have an idea and if you have time to do, act on that idea right away. Go do it right then. Just go work on the blog post, the podcast, the idea you’re working on.
[00:03:45] If you don’t, write it down in as quickly, in as much detail as possible. Otherwise you’re not gonna remember it. And that’s the biggest thing I’ve learned. And it’s not because I’m ADD, which I am.
[00:03:56] But anyone than a mother will forget that brilliant idea. And it’s kind of almost a cliche now, but leave a notepad or your phone with a notepad open next to your bed in nighttime. It goes against everything about getting good night’s sleep. But if you wake up with a good idea, you’re not gonna fall back to sleep because you’re gonna try to remember it. Write it down, and then go back to sleep and then the next morning you look at it. And sometimes the idea is total garbage.
[00:04:25] And sometimes the brilliant, sometimes some of the best ideas come to me when the actual writing down isn’t accessible. So I always make sure I have a notepad somewhere handy.
[00:04:35] Jason Barnard: Okay. Right. Well I use my phone. I’ve got the vocal recorder on the phone so I don’t even have to turn the light on. I just record an audio.
[00:04:43] Seth Goldstein: I’m not coherent at three o’clock in the morning. I’ve tried that. I spend more time deciphering it, putting it into AI. I’m saying, what the heck did I just say? AI shrugs and says, Seth, you’re on your own, buddy. So when AI says, no way, or gives you some gobby cook, that makes no sense. It’s better to just write it down.
[00:05:05] Jason Barnard: Right. So for creating content, you focus on podcasts and then you repurpose. So is it more podcast guesting or podcast hosting?
[00:05:13] Seth Goldstein: I host. I’m a very big on podcast hosting. I do guest, especially when someone like, you know, as esteemed as yourself asks me to be on your show.
[00:05:20] I’m like, Jason wants be on his show. Yeah. But I’ve been getting more into guesting lately because I find that it helps my podcast grow as well. Entrepreneur’s Enigma, which is a self plug right there for my show, which I had Jason on. But I found that I like to host because I’m a former journalist. Well, I like to say a recovering journalist and it never quite left me.
[00:05:47] So I like to ask questions. I like to learn about people and all that stuff. I do a 20 or 25 minute podcast. Then slice it and dice it in OpusClip or Memento or whatever they’re called now. AI gets their hands on it and kind of gives you some ideas for clips. I always go in there and edit them because it’s never perfect.
[00:06:08] ‘Cause AI is AI, it’s not a human. So production wise for me, I’d say for an episode, because I produced it myself. I mean I edit it and all that stuff together. Editing the show together because I know where I went with it. 15 or 20 minutes. About two minutes to every minute for me.
[00:06:28] Because I’ve gotten that efficient with it. And we’re also not trying to do NPR quality here. We’re not trying to do National Public Radio quality show here. We’re trying to do a podcast, so it’s a little different where you don’t have to get out every um and ah, you don’t have to talk like Terry Gross and all that stuff.
[00:06:44] Then what I’ll do is I will then put in an OpusClip, clip it up. Schedule this out with the topics that I wanna talk about, get this out to social media. I’ll then also put ’em into a newsletter that I do every week called Marketing Junto, and I’ll advertise the podcast. It’s almost like a late night TV show.
[00:07:05] It’s like, come out, you have your monologue, and then you have your special guest, which is the podcast. At least in the States, Jimmy Fallon does it, there’s no cards. There’s a little skit, so there’s a lot of the found links. I have that interesting things. I find a quick ad break, and then I have other weird and wacky web finds, and that takes me longer.
[00:07:32] That would probably take me three hours to put together a weekly newsletter fully. Give or take. Sometimes it’s faster. It comes in with that monologue. That’s the hardest thing.
[00:07:43] Jason Barnard: So, and if you passed it on all on to somebody else, it would presumably take a lot longer and it wouldn’t be as good, or would it be as good?
[00:07:50] Seth Goldstein: I think that parts of it can be passed on, and we’re talking about this pre-show that it’s just getting it out the process, out of my head on the paper while I’m still enjoying the process. So that when I not enjoy the process, I can say, here’s the SOP.
[00:08:07] Jason Barnard: Mm-hmm.
[00:08:08] Seth Goldstein: Go run with it. So I’m in the process of processing, I guess that works.
[00:08:14] Jason Barnard: Yeah.
[00:08:14] Seth Goldstein: Process of processing my methods so that when they get a VA and say, hey, here’s what I do. I’ll do X, Y, and Z of this. Like you’re on the show right now. You know we’re talking all that. Honestly, can’t be a podcast without Jason on the show ’cause it’s your show. Yeah, but then you can hand it off to someone saying, can you edit this, get this clip out, do this, and stuff like that.
[00:08:38] You can go about working on your business, which is kind of key. So I’m trying to streamline that so that, yeah, I’m still producing the same amount of content, but I’m able to focus on the business just as much, if not more.
[00:08:51] Jason Barnard: Right. We were talking about this pre-show. I actually took the courage to write the process down. I recorded a video, in fact, a Loom to explain exactly what happens. What I found was that the person who took over, Katrina, initially was doing things less well and I was frustrated, but the more I worked with her to get my process into her hands and then she took it over.
[00:09:18] Now I don’t even look at it. And in fact, the process has now been taken over by Gab and Maria, and it’s significantly better than anything I ever did on my own. But isn’t it amazing? It’s painful. It was really painful letting go.
[00:09:30] Seth Goldstein: Yeah. And that’s where I’m struggling right now with that is because my personal brand is my personal brand.
[00:09:36] It is not the company brand. Goldstein Media is me. Podcast Mastery, my new brand of podcast coaching is me. So it’s like if I’m gonna hand it off to someone, I want to be as if I did it.
[00:09:51] Jason Barnard: Yeah.
[00:09:52] Seth Goldstein: Not as if Steve Joe or Bob or Donna did it. There’s a discrepancy in it.
[00:10:00] Jason Barnard: So when the company is really, truly only your personal brand, then you really do need to do it yourself.
[00:10:06] But if you have a corporation like we do at Kalicube®, I can pass this on to somebody else and say, this is my podcast, but it’s actually representing Kalicube®.
[00:10:13] Seth Goldstein: Exactly. And that’s the thing. And it goes to me, we’re a small firm. We have four people, but it’s still Goldstein Media, Goldstein, Seth Goldstein, that kind of thing.
[00:10:23] My name’s intrinsically involved in it, whereas you’re not Jason Kalicube®. So that would be an interesting name.
[00:10:30] Jason Barnard: No, thankfully. So in terms of repurposing, to come back to that, when you’ve made a podcast, as a founder or CEO, you’re a guest on a podcast, you’ve made a podcast, what are the the best repurposing opportunities for getting your personal brand out there?
[00:10:48] Seth Goldstein: It’s when the podcast comes out, share. Let’s hit the guest side of things. Well, let’s say I’m a guest on your podcast right now. This comes out, literally, it’s free media. Jason interviewed me and I can get out, say, why would I not share this out as part of my brand?
[00:11:09] Say, hey, oh my guy. Look what I was on the podcast with. Jason had me on his podcast. This is awesome. Yeah, I’m a little fan. I’m a bit of a fanboy. You’re kind of. an OG in SEO space. I’ve been following your career and all that stuff.
[00:11:23] Jason Barnard: Thank you.
[00:11:25] Seth Goldstein: But when I talked to Rand Fishkin or something like that, like these big names in the SEO space and I’m can be intrinsically connected to them almost as an entity to get a little geeky with SEO terms. That benefits me.
[00:11:40] So when your show comes out. Sharing out the full show, but also getting some clips from it and sharing out the tidbit that you guys found interesting that I said. And sharing those out because it benefits you. Now you’re in my audience. I’m in your audience and honestly, it’s free me for everybody. And it benefits everybody, which is fantastic.
[00:12:05] Jason Barnard: You mentioned the AI for getting the clips out. To what extent has that really improved? It’s obviously made things easier, but is it as good as we think it is, or we assume it is?
[00:12:15] Seth Goldstein: It’s actually pretty clever because I find that the AI finds. Like in my podcast, Entrepreneur’s Enigma, I have the what is the best thing about being an entrepreneur?
[00:12:24] What keeps you up at night being an entrepreneur? And then the big one is, everyone who listens knows this one, so it’s not a big secret, but what’s the most important thing to carry with you all the time? And it can be a rule or, whatnot. So I used to always just find those clips and clip those out.
[00:12:38] But I find that AI finds even better clips than that. Sometimes it does fall in. Oh, that’s a good clip. But sometimes the person will say, oh, my phone. I’m like, you can only say my phone so many times for the thing you carry with you all the time to make it worthwhile clip. But the AI finds stuff that I never would’ve thought unless I listened to my podcast, like with a pin and was looking around for every little snippet.
[00:13:03] AI saves so much time, right? It goofs, I mean, it’s not perfect when it spits it out. It ends a sentence a little too quickly. Sometimes it doesn’t finish the thoughts. You gotta go in there and tweak it, but it’s not that bad.
[00:13:17] Jason Barnard: Alright. Well, the thing I always carry is the red shirt, but it’s “wearing.”
[00:13:20] Seth Goldstein: Yes, that is your brand. Yes, I always wear my Goldstein Media shirt. It has my little brand on it down there.
[00:13:25] Jason Barnard: Oh, right. Yeah. But you’ve gotta lift it up so we can see.
[00:13:28] Seth Goldstein: Unless I sit up straight, like my mom always says, sit up straight. Yeah. You kind of see it there.
[00:13:32] Jason Barnard: And when you publish to YouTube, what are the tips and tricks you’ve got there?
[00:13:37] Seth Goldstein: That’s fun. Because on tips and tricks on YouTube is number one. Just put your podcast up there. If it’s an audio podcast only put your screen, your album art in the video and maybe a little wave form which AI can put in for you, of your show. Even if you don’t have a video podcast, get your show on YouTube.
[00:13:56] It’s the second biggest search engine on the web, or it’s one of the top three. I’m not sure if that’s changed yet since yesterday. Also, put in hashtags in your body of your show notes in there. But also there’s a tag section that’s hidden now. It never used to be hidden, but it’s hidden.
[00:14:16] If you click more and you follow all the prompts and fill that out, yeah, it takes a little bit more time, but you can put your keywords in there. I find that actually should make or helps Google find you even more. And they’re also not trying to decipher smush together. No spaces between hashtags. You can actually put like spaces in these tags.
[00:14:34] So it could be Jason Barnard. And then have it with the space in the middle, which is nice because actually human and machine readable, which is kinda nice.
[00:14:44] Jason Barnard: Yeah, which is brilliant. What I’ve seen as well is it’s starting to recognize people.
[00:14:50] Seth Goldstein: Yeah.
[00:14:51] Jason Barnard: And entity. And it shows them at the bottom. And I hadn’t got that before. Now I’ve got it. It’s if I’m on a podcast, on a video.
[00:14:58] Seth Goldstein: It’s kind of creepy.
[00:14:58] Jason Barnard: Yeah. And it says people in this podcast, it actually has my photo and my name underneath and it detects that automatically.
[00:15:06] Seth Goldstein: It’s pretty. It also picks up product sometimes.
[00:15:09] Jason Barnard: Oh wow. Cool.
[00:15:10] Seth Goldstein: I saw that once or twice on a show that just mentions it off a hand. It wasn’t even like a big segment on it. It was just like, hey, I got this 3D printer, joint down there. There’s a cool shopping thing. They’re obviously capitalizing on it.
[00:15:27] Jason Barnard: Yeah. And that recognition of the person, the company, the product is you have to have a Knowledge Panel in Google in order to be recognized there.
[00:15:35] It’s all connected through the Knowledge Graph. So that’s huge.
[00:15:37] Seth Goldstein: I actually think YouTube is actually better search engine than Google itself.
[00:15:41] Jason Barnard: Oh, right, okay. Yeah.
[00:15:43] Seth Goldstein: I find it better. Yeah, you have to watch, you can’t just read real fast and do that. You have to watch, but I find that like I figured out stuff for house repairs so much better.
[00:15:55] I can watch Joe the plumber, fix the faucet and I can read the transcript, but I can also scrub to the spot. That’s where it went wrong. That’s why it’s leaking at the bottom and then figure it out. I love YouTube for this. It’s a great search engine.
[00:16:12] Jason Barnard: Well, Google is including more and more videos directly to the spot in the video for what you’re actually searching for.
[00:16:19] Seth Goldstein: I know. And they’re accurate, which is scary. It’s when they can figure out exactly where the point is that you need to find. It’s good and bad. Sometimes you wanna kind of want them to watch a whole video, but.
[00:16:32] Jason Barnard: Right. Well, they’re looking for the questions. So they do an auto transcript, and I would advise people always hand correct the transcripts. When you’ve hand corrected it, the machine knows that it’s actually more accurate.
[00:16:46] Seth Goldstein: More touched by human hands. Exactly.
[00:16:49] Jason Barnard: And then, the next thing is you were talking about creating articles.
[00:16:53] Seth Goldstein: Yes.
[00:16:54] Jason Barnard: So to what extent do you do that and what’s your process?
[00:16:58] Seth Goldstein: I tend to try and write at least once a week in the newsletter, my monologue. So it’ll be about something marketing, digital marketing and all that. I’ll repurpose that oftentimes as a LinkedIn article, just a monologue and say, hey, you wanna read all the goodies that I have below?
[00:17:15] Go subscribe to my newsletter. There’s a nice little link to that. So then LinkedIn knows, and Google knows, and all the people there know that there’s more stuff over on this site. So I’m using rented media smartly. Smartly, that’s a word. Yeah. I’m being smart about my rented media.
[00:17:33] I’m not putting all my docs in a LinkedIn newsletter that I then have to not really abuse the API to get the subscriber email addresses out of. I had originally had like 4,000 people on my newsletter on LinkedIn but they don’t want you to take it out and monetize it outside their platform.
[00:17:56] Jason Barnard: Sure.
[00:17:56] Seth Goldstein: So I kind of snuck around and got the email addresses out of there. Wrote everyone in the nice email saying, hey, I’m over here now. If you don’t want to get it in your inbox or you only wanna read it over on LinkedIn, please just click this gigantic obnoxious unsubscribe button. I will not be hurt.
[00:18:15] And I think I kept like 60, 70%. People were like, that’s fine.
[00:18:20] Jason Barnard: Wow. Okay, cool.
[00:18:22] Seth Goldstein: I’m sure LinkedIn wouldn’t be happy with me, but whatever.
[00:18:24] Jason Barnard: Do you feel it was a mistake then to build your newsletter on rented space on LinkedIn?
[00:18:29] Seth Goldstein: I find that it was good and bad because I have like 5,000 followers on LinkedIn, so people are gonna see me publishing this content there.
[00:18:40] But then if LinkedIn decides one day that they don’t like me and turns my LinkedIn off, then what good is that to me? You kind of want to own your list. So that’s the reason why I post my monologue to LinkedIn, but it’s still on my list. So some people are getting duplicate and it’s gonna happen.
[00:19:00] Jason Barnard: Right. Yeah. So when it’s rented space, don’t put all your eggs in one basket. Use it as a draw to pull people over something you have.
[00:19:06] Seth Goldstein: And spread it across rented spaces too. Put stuff on Blue Sky. Put stuff on, God forbid, Twitter, or put stuff on Mastodon, on LinkedIn, on Facebook. Spread it out.
[00:19:18] Jason Barnard: Yeah. And always pull them into your central owned space, which is in your personal brand case, your personal website. If your corporate brand, the corporate website.
[00:19:28] Seth Goldstein: Yes. And sometimes both places.
[00:19:32] Jason Barnard: Okay. Brilliant. So we have a strategy of podcast guesting or podcast hosting. Get it on YouTube, get it out there on the podcast platforms.
[00:19:42] Make sure you optimize for YouTube. Make the little short clips. Get them out there on social media. Republish summaries and ideas and introductions on different platforms, but always pull them back to that central hub, which is your website. Brilliant.
[00:19:56] Seth Goldstein: Always put it on your own spot. Yeah because then you control it. If it goes down, that’s your own fault because you didn’t pay for your hosting. And that, I can’t help you with. Pay your bills.
[00:20:06] Jason Barnard: So keep control. Thank you so much, Seth. That was absolutely brilliant.
[00:20:10] Seth Goldstein: Thank you for having me. It’s so much fun.
[00:20:10] Jason Barnard: It was lovely to have you.
[00:20:12] Seth Goldstein: It was lovely and beyond.
[00:20:13] Jason Barnard: A quick goodbye to end the show. Thank you, Seth.
[00:20:19] Narrator: Your corporate and personal brands are what Google and AI say they are. We can give you back control. Kalicube®.
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