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How to establish thought leadership via podcasts


Published on

Today - 2018 - audio is the immediate future of content marketing and personal branding

In these slides you'll learn:
- my personal motivation to become a podcaster
- why podcasts are the new frontier of content
- why blogging no longer suffices to establish thought leadership
- how to launch a podcast, step-by-step
- product / marketing expertise applied to podcasting
- opportunities for you to develop thought leadership in your domain

~ Andre Piazza

Published in: Marketing

How to establish thought leadership via podcasts

  1. 1. How to Establish Thought Leadership via Podcasts Andre Piazza /in/andrepiazza | @apiazza
  2. 2. This presentation has 4 parts 1. Why podcast? 2. How to launch a podcast is simple steps 3. Product / Marketing expertise applied to a podcast 4. Capturing Thought Leadership
  3. 3. 0. Ma story
  4. 4. Ma theme Entrepreneurship in Portuguese Language 260 million people in under/developing countries
  5. 5. Ma team Vinicius Fachinetto Andre Piazza
  6. 6. Ma podcast
  7. 7. 1. Why Podcast?
  8. 8. 67,000,000monthly People listen to podcasts monthly (only in the US) Source: 2017 Edison Report 42,000,000weekly
  9. 9. 4 statsyou need to know about podcasting in the US
  10. 10. # of episodes listened to on a weekly basis … consuming it in quantity & variety … among an educated and affluent audience... Podcasts are growing... comparison of US population and podcast listeners comparison of US population and podcast listeners Source: 2017 Edison Report Infographic: Visual Capitalist % monthly podcast listeners by age group
  11. 11. Audio is the Future Present of Content Marketing What’s Gary Vee doing here? Listening to music Listening to podcasts Talking on the phone Giving instructions to Siri Hustling What else is he doing? Consuming information or entertainment on his own terms that’s the power of Audio
  12. 12. 5 hoursis the average time podcast listeners spend listening to your stories narratives & worldviews
  13. 13. "Audio is one of the most intimate forms of media because you are constantly building your own images of the story in your mind." ~ Emma Rodero, a communications professor “In a sense, I’m painting something but I’m not holding the paintbrush. You are. So it’s this deep act of co-authorship, and in that is some potential for empathy.” ~ Jad Abumrad, host of Radiolab
  14. 14. 2. How to launch a Podcast?
  15. 15. Two approaches to launch a podcast
  16. 16. M.E.S.S.A.G.E method ● Better guide for the first steps to take: purpose, concept and branding ● Ronsley Vaz is a leader in the Australian school of podcasting ● Method used time and again by many people around the world
  17. 17. The Obscure Entrepreneur ● Better when you already have clarity and some content and brand developed for your podcast ● Fantastic job in explaining the technical and publishing aspects ● Information rarely found on other guides
  18. 18. 3. Product / Marketing applied to Podcasting
  19. 19. Some Product / Marketing techniques involved in shipping a podcast ● Core Competency and Branding ● Personas and Channels ● Competitive Intelligence ● Market Intelligence ● Product & Market / Product & Channel fit ● Agile development and publishing of episodes ● Sprints / Batching production ● Scripting and Copywriting ● Coding the website ● Design Thinking: Early prototyping ● Results / Success Metrics ● Thought Leadership ● Innovator’s Dilemma & Crossing the Chasm ● 4Ps of Marketing ● Digital Marketing ● Traction / Growth hacking ● Business Canvas ● NPS surveys and score
  20. 20. 4. Capturing Thought Leadership
  21. 21. thought leadership in this new platform with limitless appetite for new narratives tremendousopportunity to capture and claim
  22. 22. From Product Entrepreneur to Podcast Connoisseur 0. Ma story 1. Why podcast? 2. How to launch a podcast is simple steps 3. Product / Marketing expertise applied to a podcast 4. Capturing Thought Leadership
  23. 23. These slides on slideshare Tell me your story /in/andrepiazza @apiazza