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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Why Podcasting Needs to be
Part of Your Content
Marketing Strategy
DJ Waldow
Digital Marketing Evangelist, Marketo
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
Why Podcasting Needs to be Part of Your Content Marketing Strategy
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
Page 6
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Source: Twitter
Page 7
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Source: Facebook
Page 8
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Online Radio (show)
Page 9
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
27 episodes
76 episodes
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Guy Kawasaki
Page 14
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Seth Godin
Page 15
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Peter Shankman
Page 16
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ann
Handley
Page 17
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Jason
Falls
Page 18
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Chris
Brogan
Page 19
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Jay
Baer
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Customers, Thought Leaders
(“Influencers”), Authors,
Prospects, and more!
Page 23
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
~55,000 page views
~2,000 social shares
XXX downloads
Page 24
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
8,000 views, 172 shares, XXX downloads
Page 25
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Provide variety of listening options …
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Reviews
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
6 Reasons Podcasting is
Critical to Your Marketing Mix
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.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
1. Tremendous Growth of
Podcast Audience.
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
2. Low (no?) barriers to
entry. Low cost. Little time
investment.
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© 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.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
3. Content. Content.
Content. Content. Content.
Page 43
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
• Audio
• Infographic
• Email Marketing
Content Ideas
Page 44
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Blog Post
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
Page 46
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Social Media
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
4. Build lasting personal and
business relationships.
Page 48
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Relationships
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
5. Talk with CRAZY SMART
people.
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
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.
Page 52
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ask (via email)
Page 53
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Ask (via Twitter)
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.
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
6. Sales.
Page 56
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Sales
Page 57
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
+
Sales
© 2014 Marketo, Inc. Marketo Proprietary and Confidential
Questions?

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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
  • 5. Page 5 © 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
  • 8. Page 8 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Online Radio (show)
  • 9. Page 9 © 2014 Marketo, Inc. Marketo Proprietary and Confidential 27 episodes 76 episodes
  • 10. Page 10 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 11. Page 11 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 12. Page 12 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 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
  • 20. Page 20 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 21. Page 21 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 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 …
  • 26. Page 26 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 27. Page 27 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 28. Page 28 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 29. Page 29 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 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.
  • 34. Page 34 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 35. Page 35 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 36. Page 36 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 37. Page 37 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 38. Page 38 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 39. Page 39 © 2014 Marketo, Inc. Marketo Proprietary and Confidential
  • 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.
  • 55. © 2014 Marketo, Inc. Marketo Proprietary and Confidential 6. Sales.
  • 56. Page 56 © 2014 Marketo, Inc. Marketo Proprietary and Confidential Sales
  • 57. Page 57 © 2014 Marketo, Inc. Marketo Proprietary and Confidential + Sales
  • 58. © 2014 Marketo, Inc. Marketo Proprietary and Confidential Questions?