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@sparkcade | #GEWKC
1
@sparkcade | #GEWKC
Podcast in your
Content Marketing
@sparkcade | #GEWKC
3
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 clie...
@sparkcade | #GEWKC
Who is Brent?
▧ Recognized as a leader
in social media. (U.S.
News & Money, Ignites,
WSJ)
▧ Rated “One...
@sparkcade | #GEWKC
Who is Brent?
▧ 2016 SIAA – Gold
Award Recipient – :60
sec TV ad
▧ IQPC Best Website,
Content Manageme...
@sparkcade | #GEWKC
1.
What is Podcasting
7
@sparkcade | #GEWKC
“Content Marketing is the art and science of
providing relevant, useful content to your
audiences with...
@sparkcade | #GEWKC
▧ Since 1997?
▧ How Do We
Consume
Content?
▧ 4-1-1 in
Single Sitting
Content Marketing & Podcasting
9
@sparkcade | #GEWKC
10
A Spoken Blog?
… it can be that simple
@sparkcade | #GEWKC
Content Marketing & Podcasting
11
Entry Better Best
Read Your
Blog
(No Joke)
Audio
Show
Video / Live S...
@sparkcade | #GEWKC
2.
Why Podcasting
12
@sparkcade | #GEWKC
“… draw your chair up close to the edge of
the precipice and I’ll tell you a story.
— F. Scott Fitzger...
@sparkcade | #GEWKC
Credit: 435 Magazine
Dick Wilson Interviews Toby Keith?
14
Credit: Biography
@sparkcade | #GEWKC
Portable
Mobile device anyone? Per
Edison, 58% of podcast
audiences listen in a vehicle.
Cost
Compared...
@sparkcade | #GEWKC
16
6 hours
37 minutes
Avg. time “Weekly Podcast Listeners
Spend Listening”
Source: Edison Research — T...
@sparkcade | #GEWKC
17
32%
People Age 25-54 Listen Per Mo.
Source: Edison Research — The Podcast Consumer 2018
@sparkcade | #GEWKC
18
73 Million
U.S. Listeners Per Mo.
117%
Growth Since 2013
48/52
Female/Male
Source: Edison Research ...
@sparkcade | #GEWKC
Guests?
19
@sparkcade | #GEWKC
Why: Networking
20
@sparkcade | #GEWKC
Why: Guest Exercise
Take two
minutes:
Five people you’d
invite to dinner?
#GEWKC
#podcast
21
Credit: B...
@sparkcade | #GEWKC
22
News Source
Your content, thought leadership cited
@sparkcade | #GEWKC
Why: News Source
23
Source: All Things Considered —
As More Women, Minorities Win
Hugos, 'Sad Puppies'...
@sparkcade | #GEWKC
Why: SEO
▧ Ability to
Multi-task
▧ Scale: People
Seek Answers
▧ RSS/Blog/SRT
24
@sparkcade | #GEWKC
3.
How to Podcast
25
@sparkcade | #GEWKC
How To: Project Brief
26
Know Your
Why …
@sparkcade | #GEWKC
How To: Project Brief (Cont.)
▧ Who will host?
▧ When will it happen?
▧ Where will it happen?
▧ How wi...
@sparkcade | #GEWKC
Better
▧ Mac with Garageband
OR PC with Audacity
▧ Blue Yeti or ATR2100
▧ Focusrite Interface
▧ Headph...
@sparkcade | #GEWKC
Local Recording
▧ Adobe Audition
▧ Audacity
▧ Garage Band
▧ Reaper
Remote (Online)
▧ Cast
▧ Ecamm (Mac...
@sparkcade | #GEWKC
30
Backup Recording
… at some point, you will need it
@sparkcade | #GEWKC
How To: Hosting
31
@sparkcade | #GEWKC
Established
▧ Blog/RSS
▧ iTunes
▧ Stitcher
▧ SoundCloud
Up and Comers
▧ Google Play
▧ Spotify
▧ TuneIn...
@sparkcade | #GEWKC
33
@sparkcade | #GEWKC
How To: Show Exercise
Take a minute:
Name three
favorite podcasts
#GEWKC
#podcast
34
@sparkcade | #GEWKC
How To: Show Format
▧ What do you enjoy?
▧ Outline and show notes
▧ Will it require a team?
▧ 20 shows...
@sparkcade | #GEWKC
36
Final Touches
▧ Logo
▧ Music
▧ Description/ID3 Tags
▧ Test and practice
(two livestream
accounts)
P...
@sparkcade | #GEWKC
How To: Music
▧ Audio Jungle
▧ FreePD
▧ Jukedeck
▧ YouTube
37
@sparkcade | #GEWKC
How To: KPIs and Tracking
▧ Tracking: From Hosting and Platform
▧ KPIs
o Downloads and Subscribers
o L...
@sparkcade | #GEWKC
4.
Resources
39
@sparkcade | #GEWKC
Getting Help
▧ Meet Ups/Communities
▧ Blogs
o The Podcast Host —
https://www.thepodcasthost.com
o Mike...
@sparkcade | #GEWKC
Place your screenshot here
41
Checklist
sparkcade.com/podcast
@sparkcade | #GEWKC
42
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:
▧ Pre...
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Podcast as Part of Your Content Marketing Strategy

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SparKCade Marketing presents "Podcast as Part of Your Content Marketing Strategy" at the 2018 Global Entrepreneurship Week Kansas City. Owner Brent Bowen shares how "Podcasting is a cost-effective way to share thought leadership with clients and prospects. Learn how to add it to your marketing strategy"

Published in: Marketing
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Podcast as Part of Your Content Marketing Strategy

  1. 1. @sparkcade | #GEWKC 1
  2. 2. @sparkcade | #GEWKC Podcast in your Content Marketing
  3. 3. @sparkcade | #GEWKC 3 Hello! I am Brent Bowen I love podcasting. You can find me at: brent@sparkcade.com
  4. 4. @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. 4
  5. 5. @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) 5
  6. 6. @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 6
  7. 7. @sparkcade | #GEWKC 1. What is Podcasting 7
  8. 8. @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. 8
  9. 9. @sparkcade | #GEWKC ▧ Since 1997? ▧ How Do We Consume Content? ▧ 4-1-1 in Single Sitting Content Marketing & Podcasting 9
  10. 10. @sparkcade | #GEWKC 10 A Spoken Blog? … it can be that simple
  11. 11. @sparkcade | #GEWKC Content Marketing & Podcasting 11 Entry Better Best Read Your Blog (No Joke) Audio Show Video / Live Show (Repurpose Audio)
  12. 12. @sparkcade | #GEWKC 2. Why Podcasting 12
  13. 13. @sparkcade | #GEWKC “… draw your chair up close to the edge of the precipice and I’ll tell you a story. — F. Scott Fitzgerald 13
  14. 14. @sparkcade | #GEWKC Credit: 435 Magazine Dick Wilson Interviews Toby Keith? 14 Credit: Biography
  15. 15. @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? 15 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.
  16. 16. @sparkcade | #GEWKC 16 6 hours 37 minutes Avg. time “Weekly Podcast Listeners Spend Listening” Source: Edison Research — The Podcast Consumer 2018
  17. 17. @sparkcade | #GEWKC 17 32% People Age 25-54 Listen Per Mo. Source: Edison Research — The Podcast Consumer 2018
  18. 18. @sparkcade | #GEWKC 18 73 Million U.S. Listeners Per Mo. 117% Growth Since 2013 48/52 Female/Male Source: Edison Research — The Podcast Consumer 2018
  19. 19. @sparkcade | #GEWKC Guests? 19
  20. 20. @sparkcade | #GEWKC Why: Networking 20
  21. 21. @sparkcade | #GEWKC Why: Guest Exercise Take two minutes: Five people you’d invite to dinner? #GEWKC #podcast 21 Credit: Business Insider
  22. 22. @sparkcade | #GEWKC 22 News Source Your content, thought leadership cited
  23. 23. @sparkcade | #GEWKC Why: News Source 23 Source: All Things Considered — As More Women, Minorities Win Hugos, 'Sad Puppies' Blast Sci-Fi Awards
  24. 24. @sparkcade | #GEWKC Why: SEO ▧ Ability to Multi-task ▧ Scale: People Seek Answers ▧ RSS/Blog/SRT 24
  25. 25. @sparkcade | #GEWKC 3. How to Podcast 25
  26. 26. @sparkcade | #GEWKC How To: Project Brief 26 Know Your Why …
  27. 27. @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? 27
  28. 28. @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 28
  29. 29. @sparkcade | #GEWKC Local Recording ▧ Adobe Audition ▧ Audacity ▧ Garage Band ▧ Reaper Remote (Online) ▧ Cast ▧ Ecamm (Mac only) ▧ Google Hangouts ▧ RINGR ▧ Zencastr ▧ Zoom How To: Recording 29
  30. 30. @sparkcade | #GEWKC 30 Backup Recording … at some point, you will need it
  31. 31. @sparkcade | #GEWKC How To: Hosting 31
  32. 32. @sparkcade | #GEWKC Established ▧ Blog/RSS ▧ iTunes ▧ Stitcher ▧ SoundCloud Up and Comers ▧ Google Play ▧ Spotify ▧ TuneIn/Alexa ▧ Live: ○ Facebook ○ Instagram ○ Twitch ○ YouTube How To: Distribution 32
  33. 33. @sparkcade | #GEWKC 33
  34. 34. @sparkcade | #GEWKC How To: Show Exercise Take a minute: Name three favorite podcasts #GEWKC #podcast 34
  35. 35. @sparkcade | #GEWKC How To: Show Format ▧ What do you enjoy? ▧ Outline and show notes ▧ Will it require a team? ▧ 20 shows 35
  36. 36. @sparkcade | #GEWKC 36 Final Touches ▧ Logo ▧ Music ▧ Description/ID3 Tags ▧ Test and practice (two livestream accounts) Place your screenshot here
  37. 37. @sparkcade | #GEWKC How To: Music ▧ Audio Jungle ▧ FreePD ▧ Jukedeck ▧ YouTube 37
  38. 38. @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 38
  39. 39. @sparkcade | #GEWKC 4. Resources 39
  40. 40. @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 40
  41. 41. @sparkcade | #GEWKC Place your screenshot here 41 Checklist sparkcade.com/podcast
  42. 42. @sparkcade | #GEWKC 42 Thank You! sparkcade.com/podcast brent@sparkcade.com
  43. 43. @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 43

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