Podcast as Part of Your Content Marketing Strategy

@sparkcade | #GEWKC
Podcast in your
Content Marketing

@sparkcade | #GEWKC
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Hello!
I am Brent Bowen
I love podcasting.
You can find me at:
brent@sparkcade.com

@sparkcade | #GEWKC
Who is SparKCade?
Started in 2016, bringing 25 years of communication and marketing
experience to clients. We showcase depth and breadth in digital marketing,
brand management, public relations, strategy and change management,
executive communications, event management and social media. With more
than 13 years working in highly regulated verticals, we can weave a compelling
story for even the most daunting project.
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@sparkcade | #GEWKC
Who is Brent?
▧ Recognized as a leader
in social media. (U.S.
News & Money, Ignites,
WSJ)
▧ Rated “One of the Top 5
Blogs” in the asset
management industry
(kasina)
▧ Named Top 5 Social
Media Leader in Asset
Management (kasina)
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@sparkcade | #GEWKC
Who is Brent?
▧ 2016 SIAA – Gold
Award Recipient – :60
sec TV ad
▧ IQPC Best Website,
Content Management
System of the Year
▧ 2015 Hugo-nomination
for best genre podcast,
multiple-time winner of
Parsec Award for best
podcast
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@sparkcade | #GEWKC
1.
What is Podcasting
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@sparkcade | #GEWKC
“Content Marketing is the art and science of
providing relevant, useful content to your
audiences without selling or interrupting them.
Instead, you deliver information that educates
— and entertains — before they buy.
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@sparkcade | #GEWKC
▧ Since 1997?
▧ How Do We
Consume
Content?
▧ 4-1-1 in
Single Sitting
Content Marketing & Podcasting
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@sparkcade | #GEWKC
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A Spoken Blog?
… it can be that simple

@sparkcade | #GEWKC
Content Marketing & Podcasting
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Entry Better Best
Read Your
Blog
(No Joke)
Audio
Show
Video / Live Show
(Repurpose Audio)

@sparkcade | #GEWKC
2.
Why Podcasting
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@sparkcade | #GEWKC
“… draw your chair up close to the edge of
the precipice and I’ll tell you a story.
— F. Scott Fitzgerald
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@sparkcade | #GEWKC
Credit: 435 Magazine
Dick Wilson Interviews Toby Keith?
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Credit: Biography

@sparkcade | #GEWKC
Portable
Mobile device anyone? Per
Edison, 58% of podcast
audiences listen in a vehicle.
Cost
Compared to other
marketing efforts, it’s
inexpensive.
Easy
… on staff and guests. 99%
of published authors told us
they’d rather speak to us
than write us a guest blog
post.
Why Podcasting?
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Growth
Future of content. 30% of
Gen Z is listening. Can help
drive organic traffic.
Brand
Personality
Format can humanize a
brand.
Engagement
Combination of high tech and
humanizing elements allow
people to build a relationship
with brand.

@sparkcade | #GEWKC
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6 hours
37 minutes
Avg. time “Weekly Podcast Listeners
Spend Listening”
Source: Edison Research — The Podcast Consumer 2018

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32%
People Age 25-54 Listen Per Mo.

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73 Million
U.S. Listeners Per Mo.
117%
Growth Since 2013
48/52
Female/Male

@sparkcade | #GEWKC
Guests?
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Why: Networking
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@sparkcade | #GEWKC
Why: Guest Exercise
Take two
minutes:
Five people you’d
invite to dinner?
#GEWKC
#podcast
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Credit: Business Insider

@sparkcade | #GEWKC
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News Source
Your content, thought leadership cited

@sparkcade | #GEWKC
Why: News Source
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Source: All Things Considered —
As More Women, Minorities Win
Hugos, 'Sad Puppies' Blast Sci-Fi
Awards

@sparkcade | #GEWKC
Why: SEO
▧ Ability to
Multi-task
▧ Scale: People
Seek Answers
▧ RSS/Blog/SRT
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@sparkcade | #GEWKC
3.
How to Podcast
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@sparkcade | #GEWKC
How To: Project Brief
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Know Your
Why …

@sparkcade | #GEWKC
How To: Project Brief (Cont.)
▧ Who will host?
▧ When will it happen?
▧ Where will it happen?
▧ How will you decide on content?
▧ What format?
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@sparkcade | #GEWKC
Better
▧ Mac with Garageband
OR PC with Audacity
▧ Blue Yeti or ATR2100
▧ Focusrite Interface
▧ Headphones
▧ Alternative: Consider a
Zoom H4n
Best
▧ Mac OR PC with
Adobe Audition
▧ Shure SM7B or Rode
Procaster
▧ Interface/Mixer
▧ Headphones (sealed,
neutral)
How To: Audio Equipment
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Local Recording
▧ Adobe Audition
▧ Audacity
▧ Garage Band
▧ Reaper
Remote (Online)
▧ Cast
▧ Ecamm (Mac only)
▧ Google Hangouts
▧ RINGR
▧ Zencastr
▧ Zoom
How To: Recording
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Backup Recording
… at some point, you will need it

@sparkcade | #GEWKC
How To: Hosting
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Established
▧ Blog/RSS
▧ iTunes
▧ Stitcher
▧ SoundCloud
Up and Comers
▧ Google Play
▧ Spotify
▧ TuneIn/Alexa
▧ Live:
○ Facebook
○ Instagram
○ Twitch
○ YouTube
How To: Distribution
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@sparkcade | #GEWKC
How To: Show Exercise
Take a minute:
Name three
favorite podcasts
#GEWKC
#podcast
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How To: Show Format
▧ What do you enjoy?
▧ Outline and show notes
▧ Will it require a team?
▧ 20 shows
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Final Touches
▧ Logo
▧ Music
▧ Description/ID3 Tags
▧ Test and practice
(two livestream
accounts)
Place your screenshot
here

@sparkcade | #GEWKC
How To: Music
▧ Audio Jungle
▧ FreePD
▧ Jukedeck
▧ YouTube
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@sparkcade | #GEWKC
How To: KPIs and Tracking
▧ Tracking: From Hosting and Platform
▧ KPIs
o Downloads and Subscribers
o Link Clicks
o Ratings and Reviews
o Anecdotal: Social and Influencer
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@sparkcade | #GEWKC
4.
Resources
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@sparkcade | #GEWKC
Getting Help
▧ Meet Ups/Communities
▧ Blogs
o The Podcast Host —
https://www.thepodcasthost.com
o Mike Russel — YouTube
https://www.youtube.com/channel/UCYEiWHoP
2IHHgjOapTAYMQw
▧ Companies/Services
o Alitu: alitu.com
o Checklist: sparkcade.com/podcast
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@sparkcade | #GEWKC
Place your screenshot here
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Checklist
sparkcade.com/podcast

@sparkcade | #GEWKC
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Thank You!
sparkcade.com/podcast
brent@sparkcade.com

@sparkcade | #GEWKC
Credits
Special thanks to all the people who made and
released these awesome resources for free:
▧ Presentation template by SlidesCarnival
▧ Template photographs by Unsplash
▧ Template backgrounds by Pixeden
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Podcast as Part of Your Content Marketing Strategy

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Editor's Notes