Starting a podcast has never been so easy, and so fraught with bad advice that is centered around "gear" or "growth hacks" - the key to building any audience is to create powerful connections and meaning for those that choose to be involved. In this talk, we review what it takes to create a content marketing engine and a personal brand using podcast as the beginning of a content pipeline.

1. Modern “Content Marketing” for
Business and Thought Leadership
How to Start a Podcast

2. Things to consider
Priority of investment
“The why”
“The how”
What this talk is What it isn’t
Gear recommendations
Techniques
Growth hacks

3. To develop new skills
Personal development
Create new habits
Externalize your
learning
Develop professional
network
Do start a
podcast:
Don’t start a
podcast:
To “make money”
Become famous
Attract thousands of
followers

4. Who
What
When
Where
Why
How
WHAT WE’LL COVER

5. WHY

6. MILLENNIALS

7. MILLENNIALS

8. GEN Z

9. 70%

10. PASSIVE
CONSUMPTION

11. Snail Mail
Email
SMS / Text Message
Podcasts
Website
“Owned Marketing”
Channels

12. WHY START A
PODCAST

13. As multitasking culture continues to grow,
podcasts take on a more important role in our
everyday life. We all care about our time and
if there’s a way to save some, we’ll do it.
Just like music or audiobooks, podcasts can be
consumed while doing laundry, going to the gym,
washing the dishes, or just relaxing. They’re a
great way to learn something new, catch up on
news, or be entertained.
- Gary Vaynerchuk

14. WHEN.

15. NOW. JUST START.

16. "PERFECTION is the enemy
of progress.”
- Winston Churchill (emphasis mine)

17. "CONSISTENCY is where most
podcasters fall down. Have an
established cadence and never
deviate.”
- Phillip Jackson (me)

18. "Start with what you
have. Where you are.
Do what you can.”
- Arthur Ashe

19. Voice memo app
Airpods
Anchor.fm
Musings
“Good enough” “Going Pro”
Dedicated microphone
Publishing platform
Established format
High quality editing

20. Voice memo app
Airpods
Anchor.fm
“Good enough” “Going Pro”
Dedicated microphone
Publishing platform
Established format
High quality editing

21. 64 PIECES

22. ONE PIECE OF CONTENT CAN BECOME 64:

23. 1. Screenshot your tweets and turn them
into Instagram posts
2. Download your TikTok clips and post them
on Instagram stories
3. Take pictures with partners, customers,
or clients and add long copy for context.
Post on Instagram, LinkedIn, Facebook,
and/or Twitter
4. Crosspost your Instagram stories to
Facebook stories and Snapchat
5. Create lightweight memes with the
Preview App or TikTok/IG Stories
64 pieces of content
6. Post image of your thoughts by taking a
screenshot of your message on any notepad
app
7. Screenshot your Twitter interactions, and
post on Instagram stories
8. Use polls on Facebook and Instagram for
market research
9. Screenshot your best posts on social and
share them as a carousel on Instagram and
LinkedIn
10. Convert your best tweets into “quote
graphic” images

24. OVERSHARING

25. Don't worry about over posting because
the algorithm is ensuring that the
people who want to see your content see
it, and the others do not.

26. FORMAT

27. Who
What
Why
When
Where
How
WHAT WE’LL COVER
WHO
WHERE
WHAT

28. Who
What
Why
When
Where
How
WHAT WE’LL COVER
WHO
WHERE
WHAT
FORMAT

29. - Monologue
- Duologue
- Interview
- Storytelling
- Scripted
- Drama
Format x Style Intersection
Easiest
Hardest

30. - Monologue
- Duologue
- Interview
- Storytelling
- Scripted
- Drama
Format x Style Intersection
Easiest
Hardest
Seasonal
Perpetual

31. Format x Style Intersection
$ $$$$
One-speaker published as-is
Guests, Scheduling, High
production value, scripted,
transcripts, music, syndication,
marketing, paid acquisition

32. Diversity of format
$100M+
11M Listeners
$230M+
2M Listeners
$55M Revenue
37MM Listeners

33. EXAMPLE FORMAT - < 60 minutes
60% listen to less than
20 minutes
Intro
(2min)
Sponsor
(1 min)
Interview
(25 min)
Sponsor
(2 mins)
Open-end
(25 min)
Outro
IDEA: Cold
open
IDEA:
Listener
feedback
Monetization
Your
perspective
Long run
times better
be worth it

34. HOW

35. Who
What
Why
When
Where
How
WHAT WE’LL COVER
HOW

36. Who
What
Why
When
Where
How
WHAT WE’LL COVER
HOW

37. The Funnel
Organic, Social, Newsletter,
Outreach
traffic
engagement
loyalty
promoter
Network, Groups, Topics, SEO
Stickiness, Likeability,
Consistency
Values, value systems,
learnings

38. The Funnel
Organic, Social, Newsletter,
Outreach
traffic
engagement
loyalty
promoter
Network, Groups, Topics, SEO
Stickiness, Likeability,
Consistency
Values, value systems,
learnings

39. Syndication
SEO
Organic outreach
Shared audiences
Traffic Engagement
Social
Website
Events
Network building

40. “Syndication”

41. Syndication

42. The Funnel
Organic, Social, Newsletter,
Outreach
traffic
engagement
loyalty
promoter
Network, Groups, Topics, SEO
Stickiness, Likeability,
Consistency
Values, value systems,
learnings

43. Quibi
2.7MM downloads in
first week
Not in top 10 since
April

44. The Funnel
Organic, Social, Newsletter,
Outreach
traffic
engagement
loyalty
promoter
Network, Groups, Topics, SEO
Stickiness, Likeability,
Consistency
Values, value systems,
learnings

45. Co-founder, Future Commerce
futurecommerce.fm
Phillip Jackson

46. Q & A