How to show up consistently in your business with video

Ange Dove (00:04)
Welcome to the Build a Purposeful Profitable Business Doing What You Absolutely Love podcast, hosted weekly by me, Ange Dove — your work from anywhere coach, professional copywriter, published author, and business owner of 20 years. In every episode I will deliver useful insights to help you find your voice, position your value, demystify the marketing tech, and run your business on your terms. Come on in.

Ange Dove (00:42)
Welcome to the next episode of the podcast. This is actually the first time I'm doing it on video as well as audio, so I'm really excited to get this going. My guest today is Kenneth Choo, and he has really been the instigator to get me to do it on video. He is going to be talking today about the importance of showing up on video and being consistent with your marketing — getting in front of your audience consistently. That is what Kenneth does with his podcast, and we are going to talk about how he uses his podcast to help with his marketing. Kenneth, welcome to the show. So excited to have you here.

Kenneth Choo (01:20)
Thank you so much, Ange, for inviting me. I am very excited because getting you onto video has been quite a challenge — as you mentioned, this is your first time doing a video podcast. But after our conversation about repurposing your video podcast, it makes a lot of sense because that is exactly what I have been doing. And you have seen how it is produced. I am very glad to be on the show.

Ange Dove (01:55)
Okay, so just as a recap for the audience — explain a little bit about who you are and what you do so we have some context.

Kenneth Choo (02:05)
Hi everyone, my name is Kenneth and I am from Singapore. I call myself a changepreneur — because I believe in empowering and transforming people.

I am a published author of Mother Industrialist: Perfecting the Balance Between Motherhood and Business Success. That is actually how I got connected with Ange — I was publishing my book and looking for inspiring role models for mothers who run businesses.

I am also an event producer. I produce and organise events that empower women, champion women, and raise women up to be changemakers. I have produced two virtual summits since 2020, and I organise Mompreneur Workshops since 2018.

I am also the Chapter President of a non-profit organisation called Women on Global Change, where we believe in supporting women and children around the world.

And as Ange mentioned, I am also a podcast host. I run a podcast called Mompreneur Space Pod with Kenneth Choo. Since 2018 I have produced over 100 episodes and I am now in Season 6. So that is a brief introduction about myself.

Ange Dove (03:45)
Fantastic. I think what might be coming up for some people watching or listening is that everything you mentioned is all about women. Can you explain why that is?

Kenneth Choo (04:00)
I always get that question — Kenneth, why did you write a book about mompreneurs? Is your wife a mompreneur? The thing is, she is not. Because of that I actually got to see both sides of the story.

My journey started about 14 years ago when I was working for a motherhood magazine in advertising sales. A lot of my clients were mothers who had started businesses — either to spend more time with their children, pursue their passion, or serve with a purpose. That is where I got connected with them and learned about their journeys and their businesses. At the same time I was also a new dad. My daughter was born — and she is now 14 years old. That started my whole journey of working closely with mompreneurs.

Over the past 14 years I have worked in advertising, media, sales and marketing — always in industries associated with women. For example, when I was an account manager at a local TV station, I worked with household and toiletry brands where the main consumers are women. Since starting my own marketing agency seven years ago, most of my clients have been mompreneurs — mothers who started businesses and are looking for someone to outsource their marketing.

My vision is that mothers are the changemakers of the new economy. Over the past five years that has evolved into — women are the changemakers of the economy. That is why I am so passionate about it.

Ange Dove (06:10)
That is so inspiring. Thank you so much for doing that on behalf of all women. So Kenneth, our topic today is showing up consistently for your audience. We are talking specifically about podcasting — how it has helped your business and exploring the video aspect, which is fairly new in podcasting. Audiences now watch podcasts as well as listen to them, and as we know, video is very important in marketing. Let us start with consistency. Why is showing up consistently so important?

Kenneth Choo (06:45)
As a male championing women, in order to stand out I need to show up consistently and build a brand. And by building a brand I need to be on social media with my message out there.

I have been working on my craft while also running my own marketing agency helping clients with social media. So I basically use myself as a guinea pig — testing out my content to build authority and credibility. That is where podcasting came into my mind.

A lot of people think a podcast is only audio. But how do you promote your podcast? That is where I developed what I call the Five P's — a framework to build your authority and credibility using podcasting or even running your own talk show.

I developed this because during the pandemic I saw a lot of entrepreneurs, leaders and influencers jumping onto podcasting because they could not do anything outside. But most of them stopped after five episodes. Many never even reached ten.

I had already passed my 100th episode and was running consistently. And I noticed that a lot of people would just publish an episode and hope it would be monetised — get a sponsor, build an audience — but it does not work that way. Sponsors need to see who your audience is and how many people you are reaching. It is not just about publishing.

That is why I came up with the Five P's: Plan, Prepare, Publish, Promote and Profit.

Ange Dove (08:20)
So what advice would you give about being consistent? Because in marketing generally — not just with podcasts — you have to show up consistently. What do people need to do to actually manage that?

Kenneth Choo (08:35)
It still comes back to the first two P's — Planning and Preparation. Without those, consistency is impossible.

Using my own podcast as an example — when I start a new season I make sure I have at least 20 guests lined up before I begin publishing. If I run an episode every week with 20 guests, that is five months of content. That is a lot.

I also make it a point to livestream every week at the same time — like a TV show. Every Monday at the same time, you can watch me with a guest. You are consciously sending the message: catch me every Monday. It becomes like your favourite TV show. If the show does not have at least 20 episodes, people will forget about it.

During the pandemic a lot of friends came to me for advice. I told them — you need at least 20 guests. Many of them did not have that. So people forgot about their podcast and eventually they stopped.

Think about a series like Friends. Does it have teasers? Advertisements? Yes. But what I do not see with most podcasters is that they do not promote. They do not do teasers. They do not advertise. So why would people tune in?

My advice — have a schedule, line up at least 20 guests to start, then keep adding as you go. That is how you stay consistent.

Ange Dove (11:00)
I love the idea of making it a show at a fixed time so people come to expect it. Having the live element also forces accountability. You have told your audience you will be there, which means you have to show up.

Kenneth Choo (11:15)
Exactly. The accountability is real. I had a guest who told me she might be travelling, and I was anxious because I needed to find a replacement. That urgency forced me to stay consistent. If I truly could not make it one week, I would tell my audience in advance and let them know when the next episode would be. At least I kept them informed. Human beings need discipline. Without it you lose momentum — and that is what most podcasters experience eventually.

Ange Dove (12:00)
So the key is to plan so you have the guests and the content prepared in advance. Okay, so what is the third P?

Kenneth Choo (12:08)
The third P is Publish — and honestly this is the easiest part. Just click a button and it goes out. That is actually why so many people do it without doing the first two steps. They publish and then they wonder why nothing happens. Publishing is easy. Doing the work before publishing is what makes the difference.

Ange Dove (12:35)
Right — so not being consistent after publishing comes from not doing the preparation beforehand. And number four?

Kenneth Choo (12:45)
Number four is Promote. After a podcast is published — whether on Spotify, Apple Podcasts or YouTube — a lot of podcasters do not shout about it. They do not even share it with their own friends or inner circle. They just expect the algorithm on Facebook, Instagram or YouTube to work on its own.

It is like being out in the open sea and expecting people to notice you — without putting up a banner, without throwing a flare. If you do not tell even your close friends and family, how will they share it with other people?

That is why I so often hear — Kenneth, I am doing livestreams but I have no audience. Precisely because you are not even telling your 20 closest contacts. How do you expect 20 views if you do not tell 20 people?

Ange Dove (14:10)
And podcasting gives you a great opportunity to double or more your audience because you are not just tapping into your own network — you are tapping into your guest's network too. So you encourage guests to promote the episode as well, which benefits them.

Kenneth Choo (14:25)
Absolutely. And when promoting, a lot of people just share a link. But most social media platforms do not like to promote external links — the reach drops drastically. That is where the video podcast comes in.

You can repurpose the video into vertical short form content for TikTok, Instagram Reels and YouTube Shorts. Short form vertical video is working organically right now. TikTok created massive organic growth and Instagram and YouTube have followed suit with Reels and Shorts — all pushing short form video to wider audiences.

From one 30-minute episode you can cut ten clips of three minutes each, or even shorter 60-second clips for YouTube Shorts. That repurposed content builds awareness. People see a snippet, get curious, search for your name or your podcast name, and land on your full episode. That is attraction marketing — they come to you because they were attracted to your content.

Ange Dove (17:50)
That is so key. You do not just create one piece of content and forget about it. You repurpose it into video teasers, snippets, audio clips, transcriptions for blogs, shorter social media posts. You can have your content done for the month from one recording. Work smarter, not harder.

So about the links — are you saying do not put links in social media posts at all? Or is there a way around it?

Kenneth Choo (20:10)
I have done tests with and without links. With a link — even on a video — the reach drops drastically. So my approach is to publish enough short form video content with your branding, your podcast name, and your guest name in the description so that people can simply Google it.

YouTube belongs to Google, so when you search for anything with video content, YouTube results show up on the first page. If your content is optimised with the right keywords, branding and names, people will find it naturally. That is attraction marketing. When your content is good enough and someone searches for you, they will follow your social media, subscribe to your channel, and go deeper to find the long form content.

Ange Dove (22:45)
Fantastic tips. And the fifth P?

Kenneth Choo (23:00)
The fifth P is Profit — what every podcaster wants. But most fail at this because they have not done the first four P's. Without planning, preparation, publishing and promotion, monetisation will not come.

When I do my podcast, many of my guests are mompreneurs. They see what I do, they understand my expertise, and naturally they become interested in my marketing agency. From the relationship built through podcasting, they become potential clients — or they refer other mompreneurs to me.

This is what I call the business around the podcast. The money around the podcast — not just from monetising the podcast itself. In my first 100 episodes, many guests and listeners became clients simply because they got to know me through consistent, valuable content.

Ange Dove (25:30)
So there are several ways to monetise a podcast. The obvious one is advertising and sponsorship once you have built a big enough audience. But as you have described, it goes far beyond that — tapping into your guest's network, becoming a thought leader and authority, being searchable and findable so the right people come to you. The more you put value out there, the more people come to you naturally.

Okay, the last point I want to touch on is something you mentioned to me recently — AI technology for video editing. Everyone is talking about AI for writing at the moment, but you found a tool that edits video for you. Tell us how it works and what difference it has made for you.

Kenneth Choo (27:45)
Before I share what it does for me, let me explain what the traditional process looks like. After recording an episode on Zoom, I would need to edit it myself in Adobe Premiere or Filmora. That alone takes time. Then I would need a separate transcription software — an additional cost — to generate subtitles, which I would then timestamp and sync to the video. That process alone would take half a day just for the full episode.

Then to cut clips for short form video, I would need to watch the full episode again, note the timestamps, cut the clips, reformat each one from landscape to vertical, add subtitles, and come up with titles for each clip. If I spotted 15 clips from one episode, that is 15 separate editing jobs. I once hired a virtual assistant to do this and she burned out after two episodes.

With the AI video editor I found — all I do is paste the YouTube link of the episode into the software. In less than 10 minutes it auto-generates clips complete with captions, subtitles, transcription and vertical formatting. From one one-hour episode it generated 18 ready-to-publish clips. All I needed to do was make minor corrections where the transcription was not quite accurate. No heavy editing, no reformatting, no hiring help.

What used to take half a day now takes one to two hours — including reviewing all 18 clips. And I can now post consistently on TikTok every day without exhausting myself.

Ange Dove (33:00)
My goodness. Ten minutes to produce 18 short form videos. That is incredible. AI has so many benefits and now it is transforming video production as well — cutting, captioning, reformatting into different aspect ratios, all done for you.

Kenneth Choo (33:15)
Yes. And because I can now produce more content consistently, the social media platforms push my content out to even more people. From one episode I have content for two weeks. Combine that with the next episode and I have daily content scheduled effortlessly. Consistency builds momentum, and social media rewards consistency with greater reach.

Ange Dove (34:15)
I love it. Kenneth, this has been such a pleasure. The topic is really interesting and I think a lot of people are going to get so much value from this — both the Five P's framework for building a sustainable podcast and the advice on using AI to repurpose content without burning out. Before we go, is there anything you want to offer the audience today to help them with their marketing?

Kenneth Choo (35:20)
My advice for entrepreneurs and solo professionals is this — be the brand for your own business. Be the spokesperson. Show your face. As Ange is doing for the first time today with video podcasting, showing up visually builds trust faster than anything else. People connect with people. You cannot build trust with a faceless brand.

If you can show up in both audio and video — and repurpose that video across short form platforms — you will speed up your personal branding process dramatically. The more people know you, the more leads you have. The more leads you have, the higher your conversion. The more clients you attract.

My final advice is this — show up consistently, build content consistently, and seriously consider starting a podcast. Everyone should have one.

Ange Dove (36:50)
So much fun. And the different types of people you meet while doing it — I speak to people all over the world and I just love it. Consistency in marketing is absolutely key. Kenneth, where can people find you if they want to know more or get in touch?

Kenneth Choo (37:10)
They can find me at kenneth2.co — that is K-E-N-N-E-T-H, the number 2, dot C-O. Search for my name or that domain and you will find me across Instagram, TikTok and YouTube.

Ange Dove (37:35)
Kenneth 2 dot co. Wonderful. I will put that in the show notes so people can click through easily. Kenneth, thank you so much. It has been such a pleasure to have you on the show today. I really enjoyed everything we shared.

Kenneth Choo (37:57)
Thank you so much, Ange. Thanks to everyone listening and watching.

Ange Dove (38:05)
That is it for this episode. If you enjoyed it, please press like, share it with others, and subscribe so you do not miss a future episode. You can also check out my offers at angedove.com — that is A-N-G-E-D-O-V-E dot com. And if you would like to enquire about coaching with me to build your business and fast-track your success, you can book a call with me at angedove.com/apply. I would love to speak with you.