Podcasting has experienced explosive growth in the past few years, with the term and 155 million active users in the US alone. Podcasts generate a very engaged group of listeners, with 85 percent listening until the end of each podcast. Individuals and brands now have an opportunity to engage prospects and customers in a new, compelling, and affordable way: audio branding. This webinar will focus on helping your brand determine if podcasting is a viable marketing platform, help develop a compelling content strategy for optimal engagement and outline syndication best practices to maximize reach.

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How to Create and Manage a Podcast
for Your Brand
June 10th, 2020
Anvil Media Lunch & Learn Webinar Series
Kent Lewis
President & Founder
kent@anvilmedia.com

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Agenda
– Why podcasting matters
– Sponsoring or advertising on podcasts
– Building your own podcast
– Marketing your podcast
– Resources
– Q&A
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About Me
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COVID-19 Disrupting the Customer Journey
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Background
About me, digital marketing fundamentals & Coronavirus Crisis
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The History of Podcasting
—Technology was developed in the early 2000s
—Shows were first created and syndicated in late 2003
—The term was coined in 2004 by combining “iPod” with
“broadcasting”
—The same year, Adam Curry popularized the term when he
launched Daily Source Code
—Once Apple provided support via iTunes in 2005, there was no
turning back
—Apple promoted use of GarageBand and QuickTime Pro
software and the MPEG 4 Audio (M4A) format instead of MP3

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Podcasting: Listening Trends
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More Podcasting Listening Trends
—Podcast listeners consume an average of 7 different podcasts weekly
—80% of listeners consume “all” or “most” of each episode
—49% of Americans listen to podcasts at home vs. 23% in the car
—There are now more than 1 million podcasts available online

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eMarketer Podcasting Statistics

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Why People/Brands Podcast
—Hone speaking skills/messaging
—Share information or insights
—Generate awareness/engagement
—Drive traffic/links/subscriptions
—Manage brand perception
—Become thought leaders
—Build an online community
—Create a new revenue channel

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Align Your Objectives
—Objectives: awareness, thought-leadership, engagement, revenue
—Strategies: format, talent, POV, guests, research
—Tactics: frequency, duration, syndication, marketing

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Sponsorships and Advertising
Buying vs. building
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Alternatives to Hosting Podcasts
—Guest placements on popular podcasts
—Strategic partnership to reduce costs or time
—Sponsorships
—Advertising

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Guest Interviews & Hosting
—Start small/local with existing relationships and partnerships
—Build a portfolio/CV that includes writing and speaking samples
—Identify relevant shows via directories, podcatchers and Google searches
—Pitch relevance as an expert and source samples
—Demonstrate value by sharing value of network to promote podcast
—Prepare to dazzle show hosts/organization by doing homework
—Practice as needed
—Provide follow-up materials (collateral, backup media and resources)
—Ask for references and referrals

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Sponsorship Opportunities
—Organic in nature (not advertising)
—Vary widely in cost
—Range from $100 to $100,000 (if you want this show →)
—No central repository or directory
—Negotiable
—Look for strategic opportunities
—EOFire has an excellent guide

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Advertising Networks & Rates
—Advertising (over 10K subscribers)
—A 15-second Pre-Roll commands $18-35 per 1000 CPMs (listens)
—A 60-second Mid-Roll commands $25-50 per 1000 CPMs
—Primary ad networks
—Midroll
—AdvertiseCast
—RedCircle

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Building Your Own Podcast
Evaluating your options
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Making the Investment
Hard Costs:
—Podcast/website hosting ($5-50/mo)
—Headphones ($20-300)
—Microphone & stand ($30-500)
—Mixer ($25-1,500)
—Editing software (free-$400)
—Acoustic panels ($10-$1,500)
—Optional paid advertising
—Optional talent (writers, voice talent,
production/editing, marketing, etc.)
—Hosting: free to $99/mo

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Show Fundamentals
—Title: unique, memorable, relevant, keyword optimized
—Description: accurate, intriguing, optimized
—Category: as specific and relevant as possible
—Optional: intro/outro and transition music
—Feeds: syndicate as appropriate, including RSS

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Creating a Brand
—Authentic = Trustworthy
—Unique = Memorable
—Descriptive = Intuitive
—Consistent = Credible
Tip: Logo should be 14000x1400 pixels for iTunes and Podcatchers

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Selecting a Host
—Professional: soothing, modulating, etc.
—Knowledgeable: about your brand or topic/theme
—Credible: level of visibility in company or industry
—Experienced: previous on-air work is helpful
—Consider co-hosts to cover the bases

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Content Strategy
—Start with your business & marketing objectives
—Expand to internal executives and other influential employees
—Reach out to key customers and strategic partners
—Conduct a competitive benchmark audit
—Evaluate industry publications, association and event content
—Conduct keyword research to quantify popularity
—A/B test topics, content and format
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Content Strategy Tips & Tricks
—Leverage your network: start with who you know
—Expand to who you want to know (excellent networking tool)
—Create a Series (drip campaigns extend value)
—Leverage Partners (increase exposure/decrease costs)
—Product Reviews (drive engagement & conversion)
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Content Strategy: Keyword Research
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Funnel-Centric Content Ideas
—Awareness: news, trends, interviews & promotions
—Interest: how-to’s, Q&As, demos & behind the scenes
—Intent: success stories & product comparisons
—Purchase: FAQs & training seminars
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Planning Content
—Frequency: daily, weekly, monthly
—Duration: 1, 5, 10, 20, 30, 60, 90 minutes
—Format: interviews, segments, live, etc.
—Guests: single, panel or audience

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Start with a Storyboard/Outline
—Fundamentals: working title & description
—Format: basic segment breakdown
—Timing: minute marks for segments
—Optional: create script and/or interview questions
—Open/Close: ensure the introduction and close are
strong
—Promotions: don’t forget calls to action (subscribe, visit
site, etc.)

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Think Long-term: Scheduling
—Record 2-3 podcasts to test format, process and equipment
—Publish and promote to generate initial feedback & sponsors
—Finalize format and record another 5-10 episode (season)
—Refine planning and scheduling process for ‘season 2’
—Create a backlog of backup content for emergencies

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Marketing You Podcast
Maximizing your investment
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Syndication via Podcatchers
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Don’t Forget Fundamentals
—Add link to email signature file
—Promote in email newsletter
—Promote on home page
—Provide pre-made promos to guests and partners
—Identify and engage Superlisteners (evangelists)

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Additional Ideas
—Leverage guests’ network and resources
—Leverage timely news and relevant media outlets
—Explore partnerships with like podcasters/shows
(cross-promote)
—Create and promote bonus content (video, checklists,
worksheets, resource lists)
—Repurpose content into other form factors and social
platforms (Instagram, Pinterest, etc.)
—Create co-op marketing partners & affiliate programs
—Boost social posts and purchase ads to increase reach

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Re/sources
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ꟷ Podcast Strategy: A Roadmap for Businesses
ꟷ How to Extend Your Brand by Building a Podcast Strategy
ꟷ eBook: How to Extend Your Brand by Building a Podcast Strategy
ꟷ Webinar: How to Build an Audio Brand via Podcasting
ꟷ Anvil Podcast Program Audit & Plan Service
ꟷ Podcast for Closers
ꟷ Podcast ad blockers are here, but industry shouldn't fret yet
ꟷ The 13 Critical Podcast Statistics of 2018
ꟷ 2018 Podcast Stats & Facts (New Research From March 2018)
ꟷ Driving Social Media and Marketing Results Through Podcasting
ꟷ The Top 10 Podcasting Microphones for 2018
ꟷ 4 Popular Options in Podcast Editing Software
ꟷ The 9 Best Podcast Advertising Networks
ꟷ 6 ways to grow your podcast audience with SEO
ꟷ How to Increase Your Podcast Following Via Social Media
ꟷ Hack Your Way to 10,000 Podcast Downloads with These 15 Tips
ꟷ Hacking Podcast Ads: How to Reach Podcast Audiences with Paid Social Ads
ꟷ 25 Business & Marketing Podcasts to Listen To in 2018
ꟷ Podcast: Kent Lewis: Anvil Media

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Questions?
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Questions & Next Steps:
— Email me to explore client project partnership opportunities
— Check out the Insights section of our website for more information
— Sign up for our monthly newsletter, webinars & follow us on social
— Keep in touch: I’m happy to answer questions
Kent Lewis
President & Founder
Anvil Media, Inc.
503.260.6700
kent@anvilmedia.com