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Why Podcasting Needs to be Part of Your Content Marketing Strategy
- 1. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Podcasting Needs to be
Part of Your Content
Marketing Strategy
DJ Waldow
Digital Marketing Evangelist, Marketo
- 2. Page 2
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
DJ Waldow (@djwaldow)
• Bronto. Blue Sky Factory. Waldow Social.
• Marketo – Digital Marketing Evangelist
• 8th grade
• The Rebel’s Guide to Email Marketing
• The Definitive Guide to Engaging Email Marketing.
• “Best practices are those that are best for YOUR audience.”
• Lover of beer, coffee, and people.
• #GOBLUE
• Eva, Cal, K-Dawg
- 4. Page 4
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
A podcast (or netcast) is … a digital
medium consisting of an episodic series
of audio, video, PDF, or ePub files
subscribed to and downloaded through
web syndication or streamed online to
a computer or mobile device.
Wikipedia
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
a program (as of music or
talk) made available in digital
format for automatic
download over the Internet
Merriam-Webster
- 6. Page 6
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Source: Twitter
- 7. Page 7
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Source: Facebook
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Online Radio (show)
- 9. Page 9
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
27 episodes
76 episodes
- 13. Page 13
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Guy Kawasaki
- 14. Page 14
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Seth Godin
- 15. Page 15
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Peter Shankman
- 16. Page 16
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ann
Handley
- 17. Page 17
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Jason
Falls
- 18. Page 18
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Chris
Brogan
- 19. Page 19
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Jay
Baer
- 22. Page 22
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Customers, Thought Leaders
(“Influencers”), Authors,
Prospects, and more!
- 23. Page 23
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
~55,000 page views
~2,000 social shares
XXX downloads
- 24. Page 24
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
8,000 views, 172 shares, XXX downloads
- 25. Page 25
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Provide variety of listening options …
- 30. Page 30
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Reviews
- 31. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
6 Reasons Podcasting is
Critical to Your Marketing Mix
- 32. Page 32
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Podcasting?
1. Tremendous growth of podcasting
audience.
2. Low (no?) barriers to entry. Low cost.
3. Content. Content. Content. Content.
4. Build lasting personal and business
relationships.
5. Talk with “Crazy Smart” people.
6. Sales.
- 33. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
1. Tremendous Growth of
Podcast Audience.
- 40. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
2. Low (no?) barriers to
entry. Low cost. Little time
investment.
- 41. Page 41
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Barriers: NONE?
• Set up
8-12 hours
<$1,000
• Ongoing
2 hours / week
(sourcing, scheduling, recording, editing, publ
ishing, sharing)
~$500/month
Barriers. Time. Money.
- 42. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
3. Content. Content.
Content. Content. Content.
- 43. Page 43
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Audio
• Infographic
• Email Marketing
Content Ideas
- 44. Page 44
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Blog Post
- 45. Page 45
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
eBook
• Lessons Learned from 100+ Podcasts
• The State of Digital Marketing
• How 76 People Get Work Done
- 46. Page 46
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Media
- 47. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
4. Build lasting personal and
business relationships.
- 48. Page 48
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Relationships
- 49. © 2014 Marketo, Inc. Marketo Proprietary and Confidential
5. Talk with CRAZY SMART
people.
- 50. Page 50
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
The Work Talk Show is a weekly podcast
featuring a talk show format along with
crazy smart guests who operate
outside the lines of what work has
traditionally looked like. Join us for
irreverent and insightful conversations on
work habits, work-shifting, virtual
teams, productivity, travel, tools, technology
, work-life balance, and everything in
between as we take a look at how work gets
done today
- 51. Page 51
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Two ways to secure “crazy
smart” guests
1. ASK!
2. Make it hard to say no.
- 52. Page 52
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ask (via email)
- 53. Page 53
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ask (via Twitter)
- 54. Page 54
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
• ZERO preparation on your part,
unless you'd like to listen to a few
past episodes to "get a feel" for
the show
• Total recording time is 30-35
minutes.
• Phone or Skype
Make it SUPER hard to say no.
- 56. Page 56
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sales
- 57. Page 57
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
+
Sales