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Building Your Global Brand Through Podcasting


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Podcasting as a content platform is gaining traction around the world. The latest statistics show that 35% of the world's Internet users now listen to podcasts. That's a huge opportunity for global marketers. But what's involved? In this presentation, Kathrin Bussmann, Head of Verbaccino, shows how even startups and SMEs can start building their global brand through podcasting. As a case study, she looks at The Worldly Marketer Podcast, her own weekly audio show about international & global marketing issues. (NB: Slide #14 on "The Global Podcast Audience" is used here with kind permission from Simon Kemp at

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Building Your Global Brand Through Podcasting

  1. 1. Building Your Global Brand Through Podcasting presented by Kathrin Bussmann, Ph.D. Founder & Principal at Verbaccino Creator & Host of The Worldly Marketer Podcast
  2. 2. What is a podcast?  On-demand audio show (sometimes video)  Available via the Internet  Usually free of charge  Episodes can be downloaded or streamed  Top sources include: iTunes, iPhone & iPad App, Android App, Google Play Music, and Spotify Verbaccino 2018
  3. 3. Advantages of podcasts:  Allow for multitasking (eyes & hands free)  Lend themselves to long-form content  Very mobile-friendly format (less data heavy)  Create a sense of intimacy  Great for building thought leadership  Appeal to a coveted demographic  Lots of room for audience growth Verbaccino 2018
  4. 4. SOME STATS Verbaccino 2018
  5. 5. Who listens to podcasts? In the U.S.A., according to Edison Research’s latest survey, The Podcast Consumer 2017:  24% of the population over the age of 12 had listened to a podcast in the past month (up from 21% in 2016).  Listeners were predominantly 18 to 54 years old (77%).  56% were men, 44% were women.  Podcast listeners were more affluent, more highly educated, and more likely to be employed fully-time than the average population.  Podcast listeners were more active on social media than the average population, especially on Twitter and LinkedIn.  Podcast listeners were more likely to follow brands on social media than the average population. Verbaccino 2018
  6. 6. 84% of monthly podcast listeners listen at home.* *Source: Edison Research, 2017 Verbaccino 2018
  7. 7. 65% listen while in a car / truck.* *Source: Edison Research, 2017 Verbaccino 2018
  8. 8. 42 % listen while walking around / on foot.* *Source: Edison Research, 2017 Verbaccino 2018
  9. 9. 39 % listen while at work.* *Source: Edison Research, 2017 Verbaccino 2018
  10. 10. 29 % listen while at the gym / working out.* *Source: Edison Research, 2017 Verbaccino 2018
  11. 11. 29 % listen while riding public transportation.* *Source: Edison Research, 2017 Verbaccino 2018
  12. 12. But what about podcast consumption beyond the U.S.A.? Verbaccino 2018
  13. 13. Some activities reported by active Internet users around the world* *since Q2 2017, according to GlobalWebIndex’s 38-country survey
  14. 14. GETTING STARTED Verbaccino 2018
  15. 15. Hardware essentials:  Computer  Microphone (e.g. Audio Technica AT2020, ca. USD $100)  Microphone stand and pop filter  Audio interface (e.g. Focusrite Scarlett 2i2, ca. USD $150)  Headphones (e.g. Audio-Technica ATH-M30x, ca. USD $70)  Cables to connect everything  External hard drive (for backups) Verbaccino 2018
  16. 16. Verbaccino 2018 My setup:
  17. 17. Software essentials: Skype account + Call Recorder plugin Convert-to-AIFF app (for converting .mov files) Voice-leveling app (e.g. Auphonic, or Levelator) Audio-editing software (e.g. Audacity, GarageBand, or Adobe Audition) Metadata tool (for MP3 tagging) Verbaccino 2018
  18. 18. Other technical requirements… Verbaccino 2018
  19. 19. A podcast hosting service, such as… Others options include SoundCloud, Audioboom, PodBean, BuzzSprout, Blubrry, Castos, ZenCast, etc. Verbaccino 2018
  20. 20. A website for publishing show notes, collecting email addresses, etc. www Verbaccino 2018
  21. 21. Intro/outtro music and other sounds (e.g. from Pond5, Jamendo, Free Music Archive, ccMixter, FreeSound, Soundbible, etc.) Verbaccino 2018
  22. 22. Visual design for thumbnails and promotional images (e.g. Canva for DIY, or Fiverr for affordable help) Verbaccino 2018
  23. 23. STRATEGY A successful podcast requires consistency and a significant time commitment. Verbaccino 2018
  24. 24. First of all: WHO is your target audience? Know who you’re talking to.
  25. 25. WHAT is your goal?  Thought leadership  Brand awareness  Education  Inspiration  Entertainment  Building an email list Verbaccino 2018
  26. 26. Approach podcasting as a form of CONTENT MARKETING rather than a source of direct revenue. Verbaccino 2018
  27. 27. HOW will you appeal to a global audience? Verbaccino 2018  Speak clearly and avoid using local jargon.  Feature guests from other countries.  Make your website welcoming for global visitors.  Promote your podcast strategically on social media.  Consider podcasting in other languages if you can.
  28. 28. Monthly? Bi-monthly? Weekly? Bi-weekly? Daily? Verbaccino 2018 You’ll need to COMMIT to a regular production schedule.
  29. 29. You’ll need to PROMOTE your podcast on an ongoing basis on every possible channel. Verbaccino 2018
  30. 30. CONSISTENCY is key. You’ll need to think of yourself as a showrunner. Verbaccino 2018
  31. 31. CASE STUDY: The Worldly Marketer Podcast Verbaccino 2018
  32. 32. The Worldly Marketer Podcast is a weekly, interview-style show about global marketing topics. Every episode features a different guest expert. The target audience: owners of startups and SMEs who are looking to leverage today's global, social, multilingual marketplace. The goal: to learn about the best practices, the challenges and the rewards of going global in the Digital Age.
  33. 33. Quick facts:  Launched on May 17, 2016  Weekly interview-style show  106 published episodes as of May 2, 2018  Downloads from at least 93 countries so far  21,837 unique downloads since launch  Average downloads per episode: ca. 200  Estimated total audience per episode: 500+
  34. 34. Geographic distribution of downloads from May 2016 to December 2017:
  35. 35. Top 20 countries for downloads since January 1, 2018: 1. United States 2. Canada 3. United Kingdom 4. China 5. Japan 6. Spain 7. Ireland 8. Turkey 9. Saudi Arabia 10. France 11. Brazil 12. Norway 13. Australia 14. Russia 15. Netherlands 16. Italy 17. Indonesia 18. Germany 19. Belgium 20. Sweden
  36. 36. Happy podcasting! Verbaccino 2018
  37. 37. Further reading/listening:  content/uploads/2017/04/Podcast-Consumer-2017.pdf    first-month/  why-you-should-consider-podcasts-in-your-content-mix/
  38. 38. Kathrin Bussmann Website: Twitter: @KathrinBussmann  Head of Verbaccino, a Toronto-based international marketing consultancy that specializes in content strategies for today’s global, social, multilingual marketplace.  Creator & Host of The Worldly Marketer Podcast, a weekly audio show that explores how even small brands can go global in the Digital Age.  Fluent in English, French and German, rusty in Spanish.  B.A. in Communications Studies, and B.A. & M.A. in Linguistics from the University of Ottawa; Ph.D. in Linguistics from Humboldt Universität in Berlin.  Founding Member of the Canadian Association of Marketing Professionals (CAMP), and Member of the Richmond Hill Board of Trade (RHBOT).