Matthew emphasizes how podcasting can be incorporated into current content marketing efforts, and how with planning and strategy it can be used effectively at any stage of the inbound funnel. You'll get a brief rundown of the "zero to live" process, and learn that it doesn't take as much time and money to launch a podcast as you might think. He'll share examples of brands using podcasting intelligently to repurpose content and build new assets (ESPN and Tim Ferris). Matthew will also share his expert strategies for success and common podcasting mistakes.

1. From Zero To Live
How To Launch, Grow and Monetize
A Podcast For Your Business

2. My goals

3. What’s up!
I’m Matthew Bivens
- Digital marketer since 2010
- Hubspot user since 2013
- Podcaster since 2015

4. Top Self Help podcast
on iTunes
Only home birth podcast
on iTunes

6. Podcasting For Businesses
1. Why
2. Myths
3. Process
4. Mistakes
5. Tips

7. Podcasting For Businesses
1. Why [8 reasons]
2. Myths
3. Process
4. Mistakes
5. Tips

8. Likeability
1

9. fourth
TRY BUY
fifth
REPEAT
sixth
REFER
last
first
KNOW LIKE
second
TRUST
third
1

10. Likeability
through
INTIMACY
1

11. Gives back
TIME
2

12. 3
Greater
ATTENTION
80% listen to most or all
Podcast - 30 min
Video - 4 mins

13. 4
Less
COMPETITION
500k Podcasts
50M Youtube Channels
440M Blogs

14. 5
Builds
AUTHORITY

15. 6
Creates
CONNECTION
OPPORTUNITIES

16. 7
Ability to
MONETIZE

17. 8
Podcasting is
TRENDING
Alex, Inc.

18. Podcasting For Businesses
1. Why
2.Myths
3. Process
4. Mistakes
5. Tips

20. Podcasting is way
too technical for me!

23. Podcasting is
sooooo expensive!

24. One time costs
Equipment
- Mic = $70 (basic)
- Windscreen = $2
- Headphones = $10 (basic)
- Recorder (optional) = $200
Music
- $15-50
Graphics
- Free if you DIY
- $5 and up
Hosting
- $10-20/mo
Editing
- Free if you DIY
- $15/episode and up
Ongoing costs

25. Podcasting is hard and
unfamiliar and requires
experience!

26. Poll

27. Podcasting For Businesses
1. Why
2. Myths
3.Process
4. Mistakes
5. Tips

28. Launching Your Podcast
1. End in mind
2. UVP & Type
3. Persona
4. Topics & Content Calendar
5. Equipment
6. Music & Graphics
7. Recording & Editing
8. Hosting & Submitting to Apple Podcasts
9. Promotion & Growth
10. Monetizing

29. Begin with
end in mind
What do you want your podcast to do for
your business?

30. Podcasting is great at:
● Connect with ideal customer
● Build your authority
● Expand your reach

31. Podcasting is great at:
● Connect with ideal customer >>>> Strategy 1
● Build your authority >>>>
Strategy 2
● Expand your reach >>>>
Strategy 3

32. UVP &
Type
What makes your show unique and what
kind of show do you want?

33. Solo Dan Carlin’s Hardcore History
1-on-1 Interview The Tim Ferriss Show
Panel Discussion / Interview Around The Horn (ESPN)
Storytelling Lore, Startup
Repurposed Content TED Radio Hour
Hybrid Gary Vee, HIA, DIAH
Types of podcasts:

34. Personas
(aka Avatars)
Who are you speaking to? Who do you want
to attract?

36. My persona recommendations:
● Demographics
● What keeps them up at night?
● Day in the life
● If you could fix one issue, what would it be?
➔ Narrative

37. Topics &
Calendar
What is each episode about? When will you
record, edit and publish?

38. Refer to your persona:
● Identify your audience’s triggers
● Look at what content is already connecting
● Spot patterns and group into categories
○ Lead gen offer from trigger categories
● Feedback and data

39. Equipment
& Setup
What hardware and software do you need?
Does it need to accommodate multiple
people? How about portability?

40. Three main pieces you need:
● Microphone
● Headphones
● Editing software

41. Low End High End
Mic $70 $400
Headphones $10-50 $70
Mount $50 $150
Hardware

42. Low End High End
Mic $70 $400
Headphones $10-50 $70
Mount $50 $150
Hardware
OPTIONAL
*Recorder $200
*Mixer $100

43. Garageband Free (Mac)
Audacity Free (PC)
Adobe Audition $240
Software

44. Setup

45. Setup

46. Setup

47. Music &
Graphics
Intro and outro music? How will you create
your iTunes graphic?

48. Types of music:
● Royalty free - paid license for duration
● Creative commons- free license with attribution
● Public Domain- open to use*
● DIY - make your own : )
➔ I do Royalty free

49. Where to find music:
● Audiojingle.net (HIA)
● Premiumbeat.com (DIAH & BAM)
● Pond5.com (TDMG)
● Soundcloud.com (HIA)

50. Podcast graphic inspiration
iTunes

51. Where to get graphics?
● Canva (free)
● In-house (free)
● Fiverr (cheap)
● 99 Designs (less cheap)
● Upwork (less cheap)

52. Recording &
Editing
What should you do before you hit record?
How will your show be edited (in-house or
hire)?

53. Pre-record checklist:
● Ensure proper setup
● Turn on all equipment
● Sound check
● Silence distractions (phones,
computer, pets, kids, windows)
● Get comfortable (water, standing)
● Review notes
● Hit record!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

54. Editing
Recording
Length
Editing
Time
Editor
Cost
Zero editing 1hr 0 $0
Little bit 1hr 0.5-2hr $25-50
Little bit more 1hr 2-4hr $50-100
Whole shebang (NPR) 1hr 8+hr A lot

55. Hosting &
Apple Podcasts
Where will you host your show files?
Submitting your feed to Apple Podcasts
(iTunes) and other players

56. What is a hosting service?
A podcast hosting service like Libsyn or Blubrry
stores your files (hosting) and provides an RSS feed
for your podcast. The RSS feed is what podcast
players like iTunes, Google Play Music, and Stitcher
use to give the world access to your show.

57. How it works

58. Promotion &
Growth
How will you promote your show to ensure
growth?

59. Launch Day Promo Plan:
● 3 episodes on day of launch
● 2 episodes a few days later
● Regular schedule
● Inner circle, work outwards each
week
● Subscribes, ratings & reviews,
downloads (activity)

60. Ongoing Promo Plan:
Just like you would with any other
content marketing strategy!
● Leverage your channels
● Optimization (iTunes)
● Paid social
● Be interviewed
● Enroll your interview guests

61. Secret Formula
….get ready!

62. Secret Formula
….get ready!
● Doing the right things
● Being consistent
● Listening to your audience
● Being patient

63. Monetizing
(aka making it rain)
How can you make money from your
podcast?

64. 5 primary ways to monetize

65. 5 primary ways to monetize
● Selling your products & services

66. 5 primary ways to monetize
● Selling your products & services
● Advertisers / sponsors
○ numbers, niche

67. 5 primary ways to monetize
● Selling your products & services
● Advertisers / sponsors
○ numbers, niche
● Listener donations
○ ex: Patreon

68. 5 primary ways to monetize
● Selling your products & services
● Advertisers / sponsors
○ numbers, niche
● Listener donations
○ ex: Patreon
● Affiliate relationships

69. 5 primary ways to monetize
● Selling your products & services
● Advertisers / sponsors
○ numbers, niche
● Listener donations
○ ex: Patreon
● Affiliate relationships
● Membership site
○ ex: Exclusive content

70. Podcasting For Businesses
1. Why
2. Myths
3. Process
4.Mistakes
5. Tips

71. www.matthewbivens.com/podcast-mistakes
Free Ebook (ungated)

72. Podcasting For Businesses
1. Why
2. Myths
3. Process
4. Mistakes
5.Tips

73. Repurposing state
of mind

76. Use your show as
a foot in the door

77. Give away your
secret sauce for
free

78. Those with patience
and consistency
always win

79. Thanks!
Any questions?
My biz card
Email: mattcbivens@gmail.com
Web: MatthewBivens.com
Having It A.L.L.: havingitallpodcast.com
Doing It At Home: diahpodcast.com

80. Credits
● Presentation template by SlidesCarnival
● Mic icon by Smashicons from www.flaticon.com