They say that all good things must come to an end, and this is the end of Jay Today.
After 150 or so episodes of the Jay Today Show, I’m packing it in. I learned a lot doing this show for the past year.
1. I definitely proved that this format works. Short video has a real future. When we first started doing this, it was a little crazy, especially to do it as frequently as I’ve been doing it (3x/week). I think we’ve really proven that this kind of program has real potential online, not to mention the fact that Jay Today and other shows like it have spawned a lot of different imitators. There are lots of these short-form video programs out there now, so I’m glad to have been in the first wave of content creators making this kind of thing.
2. It certainly created conversation. Lots of people have talked to me about the Jay Today program. As you probably know, I’m involved in a lot of other content initiatives, other podcasts, including Social Pros (just named best marketing podcast), our blog, books, e-books, speaking. But of all the things that I do, the one that people came up to me and talked to me about the most was this show, and I’m proud of that, and I think that’s interesting.
3. We also used the Jay Today program to test a lot of our theses at Convince & Convert about content atomization. As you may know, I’ve written about it in the past, each of these Jay Today episodes becomes a LinkedIn post, a Medium post, an iTunes podcast, an iTunes video podcast, and we put it on our blog. So each of these episodes becomes seven, eight, nine different pieces of content, and that’s a lesson in process and atomization that we’ve been able to work on, both at Convince & Convert Media and also for our corporate clients at Convince & Convert Consulting.
And perhaps most interestingly, Jay Today was a finalist for a content marketing award this year for Best short-form Video Production. So the question might be, “Well, that’s awesome, Jay. Why would you possibly stop doing this show?”
Why I’m Pulling the Plug
1. I feel like the challenge with Jay Today is that it isn’t about anything specific. It’s about what I’m thinking about today, and while that might be super-interesting to me, it doesn’t have a defined structure or reason for watching. I think going forward, you have to create content around one particular point of view or one particular notion, and Jay Today doesn’t have that.
2. Jay Today is really more about opinion than it is about education. I certainly hope that I’ve been able to teach people some things on this program. But it really is about what I think, which is why it’s Jay Today, and not necessarily about lessons, per se. I want to try and do some more things online that are more lesson-oriented and more teaching-oriented.
3. The show is leveling off in terms of its popularity. It’s an indication to me that it’s time to mix things up.
4. I started to feel like the show was something I had to do, instead of something that I wanted to do, and I think that’s a tell-tale sign that it’s time to do something else. When creating content becomes “work” you need to mix it up.
What I’m doing next
I’m going to take some time and meet with my team, and we’re going to come back with a new show in a couple of months, probably around customer service and customer experience, that ties into my forthcoming new book, “Hug Your Haters.”
So this is certainly not the end of me in video, nor the end of me in short-form video, but it’s the end of Jay Today. I’m looking forward to coming up with something new and exciting a little bit later this fall.
A huge thank you to the sponsors of this show:
SproutSocial.com, which is what I use for my social media every day. They are just tremendous partners. We love, love, love working with them.
And of course, Candidio, who have done all of the Jay Today production and post-production every single episode. They turn them around really quickly, are easy to work with, are fantastic partners, and we’ll definitely be using them again for whatever the new program becomes in a couple of months.
I would love any ideas that you have on a new show or a new format, or comments about Jay Today overall. Just leave them wherever you’re seeing this video, Facebook, YouTube, etc. Or email me.
I will see all of them.
I want to thank each and every one of you for watching the show this past year plus. It means the world to me that you would spend any of your time and your attention on me and my ramblings, and I do appreciate all of your views and all of your comments and all of your good wishes.
It has been my absolute honor to talk to you every once and a while through this format, and I can’t wait to do so again a little bit down the road.
Thanks for watching.