podcasting

April 10, 2023 Content Chat Recap: Why Podcasting Is a Smart Content Marketing Investment

April 23, 2023 by Alek Irvin Leave a Comment

“Right now, one of the hottest types of content is podcasts, both audio and video. Being focused on B2B, my current crusade is to inform everyone that B2B or business podcasting is different. All the numbers we hear are mixed together—everyone from someone who started their podcast on their phone to Joe Rogan—which doesn’t give a clear picture of where you should be heading for your business podcast.”

In this #ContentChat recap, Erika joins Lee Judge (@ALeeJudge), co-founder and CMO of Content Monsta, to discuss why podcasting is a smart content marketing investment and how to build a successful B2B podcast. They cover everything from the benefits of joining or starting a podcast, common podcasting mistakes to avoid, ways to measure your podcasting ROI, and more.

Read through a few highlights from the conversation below, and listen to the full recording here.

Q1: Why can it be beneficial to join a podcast, both from a brand and personal thought leadership perspective?

“We always need more articles and website content. How do [marketing teams] make a longer ROI on their white papers or research? Podcasts allow you to take all of those [content assets] and multiply the amount of content your company can put out. That, of course, multiplies the number of touches you have with your potential customers.” – Lee Judge

Joining a podcast can boost your brand awareness, help you build authority and thought leadership, and can even assist with lead generation.

A1: Benefits of joining a podcast – Brand awareness, Build Authority, Thought Leadership, Boost Content Output, even Lead Generation #ContentChat
— A. Lee Judge (@ALeeJudge) April 10, 2023

A1.2: Additional benefits of joining a podcast – reach potential customers, meet industry peers, expand your reach #ContentChat
— A. Lee Judge (@ALeeJudge) April 10, 2023

Podcasts are especially effective for building a personal connection with your listeners.

A1: Podcasts give you a unique opportunity to share your expertise in an approachable, conversational manner. There’s a personal connection you make with a listener who hears you that’s different from other channels. #ContentChat
— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

A1: There’s a reason why podcast listeners often say they feel like they’re hanging out with a friend when listening to their favorite shows. Podcasts are incredibly effective for showcasing your personality and building trust/respect with your community. #ContentChat
— Alek Irvin (@AlekIrvin) April 10, 2023

Further, some of your community members prefer podcasts because they can listen to them from anywhere.

A1: A podcast offers the ability to interact with your content in a way that may be more effective and convenient for your audience.#ContentChat
— Sweepsify 🎈 (@Sweepsify_) April 10, 2023

Q2: How should a marketing team assess a potential podcast opportunity to decide if it’s the right fit?

July 11, 2022 Content Chat Recap: How To Use A Podcast As A Primary Thought Leadership Platform

July 14, 2022 by Alek Irvin Leave a Comment

As brand marketers find different ways to engage their communities, podcasts are a notable area of opportunity. The vast majority of content marketers (94%) that have used podcasts or audio content will continue to invest the same amount of resources or more into podcasting in 2022, and 53% of these marketers even say podcasting is the most effective format they use.

So, what goes into a successful podcasting strategy, and how can you use it to support your thought leadership activities?

In this #ContentChat, we’re joined by Lee Price (@LeeVPrice), founder of Viewfinder Partners, to explore how podcasts can boost your thought leadership platform. Read the full recap below to learn:

How to decide if a podcast is the right opportunity for you or your brand thought leader
Ways to distribute and promote your podcast
The best podcasting tools for content marketers

Q1: How can brands use podcasts as an opportunity to establish their thought leadership?

Podcasts can strengthen thought leadership in a few ways. For starters, podcasts are highly personal and intimate, helping thought leaders develop a genuine connection with a wide audience.

A1: Podcasts are highly personal and intimate. We listen to them when we do the dishes and walk the dog. They’re a chance to really connect with your audience, even a B2B audience. #ContentChat
— Lee Price (@leevprice) July 11, 2022

I feel like I know people well when I listen to their podcasts regularly. #contentchat
— Tod Cordill (@todcordill) July 11, 2022

Love this! Same here. Podcasts drive a deeper connection that you simply can’t get from written articles #ContentChat
— Sweepsify (@Sweepsify_) July 11, 2022

Agreed. It’s so personal, especially when you listen on your headphones—like you’re chatting on a call with them. Especially with folks like @Robert_Rose + @JoePulizzi who engage with their podcast communities across platforms, inviting feedback.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Those two definitely came to mind. Also @nealschaffer. I recently vacationed in SoCal and it seemed I should reach out to Robert to share a few tequila shots and to Neal to have a few beers. 🥃🍻
You know, like I had a glass of wine in Sacramento. 🍷😀#ContentChat
— Tod Cordill (@todcordill) July 11, 2022

A1: Brands can use podcasts to establish their #thoughtleadership by connecting with people by broadcasting their knowledge to a larger audience! ~Jenna #contentchat
— Nimble (@Nimble) July 11, 2022

A1. I recently sat in on the 1st meeting a client had with a prospect. When asked where she first heard about us, she said “I don’t know, you guys are everywhere.”
“Everywhere” likely meant:
1. Podcasts (guest ~ once/month)
2. Events
3. LinkedIn ads#contentchat
— Tod Cordill (@todcordill) July 11, 2022

I love that! Podcasts really do add to the surround sound that attracts folks to your brand. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Podcasts can showcase your team’s experience…

A1: I think the @foodbloggerpro podcast does a great job showcasing their team’s experience + connecting with the unique niche they serve.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

A1b: It gives them a platform for showcasing all the smart people who are part of the Food Blogger pro community, and highlights the unique tools and resources members enjoy. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Allow a thought leader to convey their industry knowledge and discuss trends…

A1c: Demonstrating you understand industry trends and the people shaking things up in your greater business community are all aspects of thought leadership that podcasts are uniquely well-suited to support. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

And provide insights about a brand’s audiences, market, and strategies.

A1: Provide insight about their audiences, market research, strategies, and results. #ContentChat
— Michelle Ngome 🇨🇲 (@MichelleNgome) July 11, 2022

Lee shares a few podcasts that she likes below, and check out Q4 for more recommendations.

A1: You don’t have to look long to find brands creating interesting podcasts. A few I like: Joy@Work + more shows from @kearney, Hardly Working from @fishbowlapp, 43% and Rising from @earnestagency, and the stunning show from @theygotacquired #ContentChat
— Lee Price (@leevprice) July 11, 2022

A1: One more show I want to recommend: Hacker Chronicles from @tenablesecurity. This is actually a narrative show (fiction storytelling from a B2B brand)! If you’re looking for a creative take on B2B podcasts, go listen. #ContentChat
— Lee Price (@leevprice) July 11, 2022

Now that sounds like a really interesting #contentmarketing angle + channel combo I haven’t seen. (and as a CMworld awards judge, I’ve seen a lot of interesting programs!)#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) July 11, 2022

Q2: Podcasts aren’t always the right fit for a brand or thought leader. How would you determine if a podcast is the right opportunity for your company’s thought leaders?

February 7, 2022 Content Chat Recap: How to Launch and Evolve a Marketing Podcast

February 14, 2022 by Alek Irvin Leave a Comment

Podcasts have skyrocketed in popularity over the past few years, and there were an estimated two million active podcasts in 2021 (a near 4x increase since 2018). Given that the average podcast listener follows eight podcasts weekly, it’s only natural for brand marketers to wonder if launching a podcast could be an effective way to boost their reach and better serve their brand audience.

In this #ContentChat recap, we’re joined by Teresa Heath-Wareing (@THeathWareing), an international social media and marketing speaker and trainer and host of the Your Dream Business podcast, to explain how to launch and evolve a marketing podcast. Read the full chat recap below, where Teresa and the community explain the benefits of introducing a podcast to your content strategy, how to effectively plan a new podcast, and ways to grow your show audience organically.

If you have a podcast in the works or plan to start one soon, Teresa shared her free podcasting guide and process spreadsheet to help you get started.

Q1: What advice would you give to a content marketer that is interested in starting a new podcast (either for themselves or a brand)?

Before starting a podcast, ask yourself: what will the podcast be about, what is the show format, and can I sustain this by myself for the foreseeable future?

A1: Doing a podcast takes time and effort so there are a few things I would consider first – what type would you like to do (solos/Interviews) Are you happy talking to yourself and when you start are you willing to keep it up for a while! #ContentChat
— Teresa Heath-Wareing (@theathwareing) February 7, 2022

This is so important to remember and is true of much of what we do as content marketers. You are building a relationship and trust over time with your podcast.#ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A1: Have a clear schedule and idea of what your podcast will be about. Make sure it’s something you’re passionate about and try to find guests to create more energy and add more perspective to the episodes ~Julie #ContentChat
— Nimble (@Nimble) February 7, 2022

Also: Is there a gap in the podcast market that you can fill, or will your show compete with existing, beloved podcasts?

A1: Find and listen to podcasts in your industry/space. See what’s out there and what isn’t. What podcast gap can you fill? Also, think seriously about resources: will you host, do you need others to help, etc. #ContentChat
— Melanie Graham (@WriterGirlMel) February 7, 2022

It took nine months for Teresa’s podcast to take off. Be prepared to invest in your podcast without an immediate base of listeners.

A1a: When I started my podcast I committed to doing it for 12 months and it wasn’t until month 9 that it really took off! So make sure you know you have lots to talk about on the subject area! #ContentChat
— Teresa Heath-Wareing (@theathwareing) February 7, 2022

So important for a podcast to be consistent even if it isn’t pulling in the listeners just yet! #ContentChat
— Shruti Deshpande (@shruti12d) February 7, 2022

Understand where the podcast will fit with the rest of your marketing strategy. Will the podcast amplify your existing content? Will it bolster your thought leadership strategy?

A1. Definitely consider how does a podcast fit in with the rest of your #marketingstrategy. It needs a fair bit of planning before you even start! #ContentChat
— Shruti Deshpande (@shruti12d) February 7, 2022

This is a great point—will the podcast amplify or repurpose your content creation? Or will you use it as part of your thought leadership strategy, for example? #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

A podcast is its own channel, just like your blog or social media accounts. You will need to promote and amplify your podcast episodes to grow the channel.

A1: A podcast is not a campaign—it’s a channel you are committing time and resources to over an extended period of time. This includes both content creation and distribution. Just because you upload a podcast everywhere doesn’t mean the right people will find it. #ContentChat https://t.co/X1Xg6c1jt4
— Erika Heald | Content Marketing Consultant (@SFerika) February 7, 2022

Too often, brand marketing teams start a podcast and sporadically post episodes without a clear cadence or strategy. This may detract from the perceived value of your show.

I also believe that a lot of people don’t want to commit to an inconsistent/abandoned podcast! One of my pet peeves is getting really into a content creator just to find out their most recent upload was months/years ago ~Julie #ContentChat
— Nimble (@Nimble) February 7, 2022

In my PR work, I often review podcast invitations for our execs. If the podcast sporadically posts 1-3 episodes every 5 months, I assume the host org treats the podcast as a lead gen opportunity for themselves, not a mutually beneficial opportunity for my client. #ContentChat
— Alek Irvin (@AlekIrvin) February 7, 2022

Q2: How should a content marketer prepare to create a new podcast? What elements or resources do they need to get started?