View the full webcast on demand here: https://dg-r.co/2GwiFl2 Join the members of Content4Demand as they set the stage for buyer-focused content and take a deep dive into podcasts including: • Podcasts Rise in Popularity • Creation and Best Practices • Use Cases & Examples

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Dana Harder: @DanaHarder
Steve Voith: @svoith

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About Demand Gen Report
• Tracking strategies & solutions in lead
generation & marketing tech since 2007
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How Are We Doing?

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Panelists
MODERATOR:
Sal LoSauro
Publisher
Demand Gen Report
Dana Harder
VP of Client Strategy
Content4Demand
@DanaHarder
Steve Voith
Dir. of Marketing & Demand Gen
Content4Demand
@svoith

8. CONTENT4DEMAND 8
Today’s Speakers
Steve Voith
• Director of Marketing & Demand
Generation
• Background in content marketing and
corporate communication
• My favorite podcast is…
STEVE VOITH
Director of Marketing & Demand Generation
@svoith

9. CONTENT4DEMAND 9
Today’s Speakers:
Dana Harder
• Vice President of Strategy
• Background in content creation,
channel marketing and demand
generation
• My favorite podcast is…
DANA HARDER
Vice President - Strategy
@DanaHarder

10. 10
Content4Demand is a B2B agency specializing in…
Buyer-Focused Strategy and Content Agency
Content Creation for Every Stage of the Buyer’s Journey
Campaign Strategy: Ideation, Planning, Activation & Measurement
Driving Demand Through Buyer-Focused Content & Campaigns

11. Agenda
Setting the Stage for Buyer-
Focused Content
Deep Dive Into Podcasts
• Rise in Popularity
• Creation Best Practices
• Use Cases & Client
Examples
Audience Q&A

12. CONTENT4DEMAND 12
Content That
Rocks!
It’s different for every buyer…

13. CONTENT4DEMAND 13
What is Buyer-Focused Content?
Content that ROCKS (and keeps all this in mind):
The buyer’s role in the organization & purchase decision
The length and complexity of the buying process
Where prospects are in their buying process
Pain points and questions at each stage in the buyer’s journey
The messages buyer’s need to receive in order to move forward

14. 14
Source: 2018 Content Preferences Survey Report, Demand Gen Report
Buyers continue to crave content…
94%
of buyers are using
more or the same
amount of content
to inform B2B
purchase decisions

15. 15
Source: 2018 Content Preferences Survey Report, Demand Gen Report
But buyer preferences continue to evolve…

16. 16
Give buyers content they WANT to consume…
75%
want more data and research
to support content
88%
want content that focuses on
business value, not product
specifics
Source: 2018 Content Preferences Survey Report, Demand Gen Report

17. 17
Source: 2018 Content Preferences Survey Report, Demand Gen Report
Consider their content format preferences…

18. 18
Make the most of
the time you have
with your
buyers…
20%
of buyers indicate
they spend less
than 5 minutes
reviewing the
majority of content
Source: 2018 Content Preferences Survey Report, Demand Gen Report

19. CONTENT4DEMAND 19
How today’s B2B marketers are measured
Source: 2017 Demand Generation Benchmark Survey Report, Demand Gen Report
Source: 2017 Marketing Measurement & Attribution Survey Report, Demand Gen Report

20. CONTENT4DEMAND 20
B2B Marketing & Demand Generation Priorities for 2018
Source: 2018 Demand Generation Benchmark Survey Report, Demand Gen Report

21. 21
Buyer Personas & Messaging -> Content that Converts

22. CONTENT4DEMAND 22
A Deep Dive into
Podcasts &
Their Role in the
Modern
Content Strategy

23. CONTENT4DEMAND 23
Podcasts
Increasing in Popularity & Effectiveness

24. CONTENT4DEMAND 24
Source: https://www.podcastinsights.com/podcast-statistics/
Podcast Popularity & Consumption Habits…

25. CONTENT4DEMAND 25
Source: https://www.podcastinsights.com/podcast-statistics/
Podcast Popularity & Consumption Habits…

26. 26
Source: 2018 Content Preferences Survey Report, Demand Gen Report
Preferences by buyer-stage…

27. 27
Source: 2018 Content Preferences Survey Report, Demand Gen Report
Creating buzzworthy content…

28. 28
Time Spent
Reviewing
Content,
By Format:
Source: 2016 Content Preferences Survey Report, DemandGen Report
Source: 2018 Content Preferences Survey Report, Demand Gen Report

29. 29
3rd Party Influencer & User-Generated Content

30. CONTENT4DEMAND 30
Podcasts
Creation Tips & Best Practices

31. CONTENT4DEMAND 31
Types of
Podcasts
Source: Hubspot, What Video Marketing Metrics Should You Pay Attention To? November, 2017
1. Live Interview
2. “Look Back”
3. Pain Point
4. Review

32. CONTENT4DEMAND 32
1. Brainstorm Concept
2. Identify Speakers
3. Recording Equipment
4. Software
5. Review & Re-Map
6. Editing
7. Publishing
Process for
Podcast Creation

33. CONTENT4DEMAND 33
Optimal Podcast Length?
Length does
matter,
but…15 - 30 minutes is great!

34. CONTENT4DEMAND 34
Quality
Matters
Most

35. CONTENT4DEMAND 35
Podcast
Metrics
that
Matter
1. Who listens to your
podcast and how long
they listened
2. Who RE-listens to your
podcasts
3. Actions taken after
listening

36. CONTENT4DEMAND 36
Podcast Best Practices
The Dos & Don’ts

37. CONTENT4DEMAND 37
Don’t
1. Random Acts of
Podcasting
2. Information (or
Complexity) Overload
3. Be Afraid to Fail

38. CONTENT4DEMAND 38
Do
1. Consistency is key
2. Align Podcasts with Buyer-
Focused Pain Points
3. Tell Stories
4. Find ways to repurpose
5. Identify Your Internal “Guests”
6. Incorporate outside
influencers

39. CONTENT4DEMAND 39
Podcasts
Use Cases & Client Samples

40. CONTENT4DEMAND 40
Interactive
Infographic

41. CONTENT4DEMAND 41
Interactive
E-Book

42. CONTENT4DEMAND 42
Podcast Series

43. CONTENT4DEMAND 43
Podcast to Drive Campaign & Content

44. CONTENT4DEMAND 44
Interactive
White Paper

45. CONTENT4DEMAND 45
Podcasts
derived
from
existing
content…

46. Top Takeaways
• Content format choices should be
buyer-focused
• Experiment with podcasts to test
audience interest points
• Incorporate podcasts into other
content
• Don’t think you have to do it all
yourself

47. CONTENT4DEMAND 47
QUESTIONS?
Dana Harder| Content4Demand
Vice President of Strategy
dana@content4demand.com | @DanaHarder
Steve Voith | Content4Demand
Director of Marketing & Demand Generation
steve@content4demand.com | @svoith

48. #COSeries
How Are We Doing?

49. #COSeries
Q&A / Panelists
MODERATOR:
Sal LoSauro
Publisher
Demand Gen Report
Dana Harder
VP of Client Strategy
Content4Demand
@DanaHarder
Steve Voith
Dir. of Marketing & Demand Gen
Content4Demand
@svoith

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