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Listen Up!
How to use podcasts
to help grow your
business.
Presentation to the American Marketing Association
Richmond Vir...
How do you do?
I host a podcast
  Weekly interviews with
authors of marketing and
sales books
  Launched January 2015
  #2 Business Podca...
Steady Listener Growth!
@ArtilleryMarket
@ArtilleryMarket
Before we talk
about podcasting
as a marketing
tactic…
Let’s step back
and look at the
marketing universe
@ArtilleryMarket
The challenge of
marketing has gone
from space to
attention
@ArtilleryMarket
Marketing – traditionally
space constrained
•  You could buy attention (advertising)
•  You could beg for attention from t...
But two things have broken
our marketing megaphone
Marketing Interruption
Avoidance Technology
  TV remote controls
  Do not call lists
  Caller ID
  CAN-SPAM Act
(2003)
  A...
The Internet
 Every company is a media company
 You can build your own audience
 Buyers can do their own research and
dela...
Your prospects are in a castle
with a drawbridge up. They’re
not going to let you in unless
they are interested.
This has lead to the
resurgence of
content marketing
@ArtilleryMarket
@ArtilleryMarket
@ArtilleryMarket
“Content Marketing is the
only marketing left”
–Seth Godin
“Content marketing is the marketing and
business process for creating and
distributing relevant and valuable content to
at...
Content Marketing
Tactics Include…
  Articles
  Blog posts
  Case studies
  Cheat sheets
  Checklists
Ebooks
  Email
Infog...
So what exactly is
a podcast?
@ArtilleryMarket
Podcast
1.  An audio file
2.  Published online
3.  Part of a series
4.  Listeners can subscribe
@ArtilleryMarket
“Podcasts are to audio what TiVo is
to TV: a way to watch the shows we
want, when we want to.”
–Tom Webster, Edison Resear...
The Podcast Listener
  21% of the population
  Smartphone owners
  Age skews younger
  Male/Female = 55/45
  Higher income...
What are the
benefits of
podcasting?
Podcasting Benefits
 Establish expertise and authority
 Build industry connections
 Grow your audience
 Intimacy with the ...
What should you
podcast about?
Focus on the listener!
 Your #1 most important consideration
 Think about who you want to attract
 What will be most inter...
Your podcast should be “an
overlap of passions and skill
sets we call our ‘zone of
genius’.”
-John Lee Dumas, EOFire.com @...
How often should
you podcast?
@ArtilleryMarket
Podcast Frequency
 Minimum: Weekly
 Don’t publish more frequently unless
you can make the commitment
 You can always incre...
How long should
each episode be?
Episode Length
 Size doesn’t matter (much)
 Depends on your content
 Depends on your listener
 Popular lengths
  < 5 minut...
What’s the best
podcast format?
Interviews
Pros
  Guest brings the content
  Less preparation (maybe)
  Relationship building
  Guests bring audience
Cons...
Topic Based
Pros
  Control (agenda, pace,
topic, schedule, etc.)
  Don’t have to find guests
  More quickly builds your
au...
Other Considerations
  Podcast Name
  Consider your listener
  Clear trumps clever
  Memorable
  SEO friendly
  Domain nam...
What else is really, really,
really, ridiculously important
for podcasting success?
@ArtilleryMarket
Marketing Your Podcast
 Publishing is just the beginning!
 Leverage podcast directories
 Leverage audience of your guests
...
Why do podcasts
fail?
@ArtilleryMarket
Most podcast don’t make
it past episode #7
 Lack of focus
 Lack of niching
 Unrealistic expectations
 Unwillingness to inv...
My Equipment & Costs
  Skype: Free
eCamm recorder to
record calls: $30
  Editing software: Free
(Audacity)
  Audio post pr...
I’m interested in learning
more about podcasting.
What should I do next?
@ArtilleryMarket
Free Podcast Course
  Sign up for John Lee Dumas’
Free Podcast Course
  23 videos
  20 podcast episodes
http://bit.ly/PODC...
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How Marketers Can Win With Podcasts

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Presentation by Douglas Burdett about how to use podcasts to market and grow your business to the Richmond Virginia American Marketing Association on June 7, 2016

Published in: Business
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How Marketers Can Win With Podcasts

  1. 1. Listen Up! How to use podcasts to help grow your business. Presentation to the American Marketing Association Richmond Virginia Chapter June 7, 2016 @ArtilleryMarket
  2. 2. How do you do?
  3. 3. I host a podcast   Weekly interviews with authors of marketing and sales books   Launched January 2015   #2 Business Podcast (“New and Noteworthy”)   “10 Podcasts that Will Make You a Better Marketer in 2016”   250+ 5-Star Reviews on iTunes @ArtilleryMarket
  4. 4. Steady Listener Growth! @ArtilleryMarket
  5. 5. @ArtilleryMarket
  6. 6. Before we talk about podcasting as a marketing tactic…
  7. 7. Let’s step back and look at the marketing universe @ArtilleryMarket
  8. 8. The challenge of marketing has gone from space to attention @ArtilleryMarket
  9. 9. Marketing – traditionally space constrained •  You could buy attention (advertising) •  You could beg for attention from the media (PR) •  You could bug people one at a time to get attention (sales) @ArtilleryMarket
  10. 10. But two things have broken our marketing megaphone
  11. 11. Marketing Interruption Avoidance Technology   TV remote controls   Do not call lists   Caller ID   CAN-SPAM Act (2003)   Ad Blocking Software   RSS readers   MP3 players   DVRs   Satellite Radio   Streaming music   Streaming video   Podcasts @ArtilleryMarket
  12. 12. The Internet  Every company is a media company  You can build your own audience  Buyers can do their own research and delay contacting the seller @ArtilleryMarket
  13. 13. Your prospects are in a castle with a drawbridge up. They’re not going to let you in unless they are interested.
  14. 14. This has lead to the resurgence of content marketing @ArtilleryMarket
  15. 15. @ArtilleryMarket
  16. 16. @ArtilleryMarket “Content Marketing is the only marketing left” –Seth Godin
  17. 17. “Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” -CMI @ArtilleryMarket
  18. 18. Content Marketing Tactics Include…   Articles   Blog posts   Case studies   Cheat sheets   Checklists Ebooks   Email Infographics   Podcasts   Reference guides SlideShare Decks   Surveys   Templates   Videos   Visual content   Webinars   Whitepapers   Workbooks @ArtilleryMarket
  19. 19. So what exactly is a podcast? @ArtilleryMarket
  20. 20. Podcast 1.  An audio file 2.  Published online 3.  Part of a series 4.  Listeners can subscribe @ArtilleryMarket
  21. 21. “Podcasts are to audio what TiVo is to TV: a way to watch the shows we want, when we want to.” –Tom Webster, Edison Research @ArtilleryMarket
  22. 22. The Podcast Listener   21% of the population   Smartphone owners   Age skews younger   Male/Female = 55/45   Higher incomes   Highly educated   Listen to 5 podcasts a week   Active on social media @ArtilleryMarket
  23. 23. What are the benefits of podcasting?
  24. 24. Podcasting Benefits  Establish expertise and authority  Build industry connections  Grow your audience  Intimacy with the listener  Less crowded arena @ArtilleryMarket
  25. 25. What should you podcast about?
  26. 26. Focus on the listener!  Your #1 most important consideration  Think about who you want to attract  What will be most interesting to them? @ArtilleryMarket
  27. 27. Your podcast should be “an overlap of passions and skill sets we call our ‘zone of genius’.” -John Lee Dumas, EOFire.com @ArtilleryMarket
  28. 28. How often should you podcast? @ArtilleryMarket
  29. 29. Podcast Frequency  Minimum: Weekly  Don’t publish more frequently unless you can make the commitment  You can always increase frequency later  Consistency trumps frequency @ArtilleryMarket
  30. 30. How long should each episode be?
  31. 31. Episode Length  Size doesn’t matter (much)  Depends on your content  Depends on your listener  Popular lengths   < 5 minutes (great for tips, inspiration)   8-15 minutes (e.g. covering one topic in depth)   25-40 minutes (good for commutes, workouts) @ArtilleryMarket
  32. 32. What’s the best podcast format?
  33. 33. Interviews Pros   Guest brings the content   Less preparation (maybe)   Relationship building   Guests bring audience Cons   Finding guests   Scheduling   Technical difficulties risk   Some guests might stink @ArtilleryMarket
  34. 34. Topic Based Pros   Control (agenda, pace, topic, schedule, etc.)   Don’t have to find guests   More quickly builds your authority and credibility Cons   You create all content   Audience growth = 100% your responsibility   Limited to your own knowledge, perspectives @ArtilleryMarket
  35. 35. Other Considerations   Podcast Name   Consider your listener   Clear trumps clever   Memorable   SEO friendly   Domain name available?   Website   Use company website   Can redirect podcast URL to company domain   Podcast artwork   Make it simple   Make it pop   Use bold colors   Avoid showing a face unless it’s famous   Use “sugar cube test” – artwork will be that small on smartphone @ArtilleryMarket
  36. 36. What else is really, really, really, ridiculously important for podcasting success? @ArtilleryMarket
  37. 37. Marketing Your Podcast  Publishing is just the beginning!  Leverage podcast directories  Leverage audience of your guests  Leverage existing communities  Build/use email marketing list  Use social media  Pitch relevant media @ArtilleryMarket
  38. 38. Why do podcasts fail? @ArtilleryMarket
  39. 39. Most podcast don’t make it past episode #7  Lack of focus  Lack of niching  Unrealistic expectations  Unwillingness to invest (especially time) @ArtilleryMarket
  40. 40. My Equipment & Costs   Skype: Free eCamm recorder to record calls: $30   Editing software: Free (Audacity)   Audio post production: Free (Auphonic)   ATR-2100 USB microphone: $55 Sennheiser HD201 headphones: $20   ID3 Tag Editor: $15 Libsyn Podcast Hosting/ Distribution: $15/month   Website Hosting/Email: Existing website (I use HubSpot)   Books: approx. $10 an episode @ArtilleryMarket
  41. 41. I’m interested in learning more about podcasting. What should I do next? @ArtilleryMarket
  42. 42. Free Podcast Course   Sign up for John Lee Dumas’ Free Podcast Course   23 videos   20 podcast episodes http://bit.ly/PODCASTCOURSE @ArtilleryMarket

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