Podcasts are exploding. In only the last few years, they’ve become one of the fastest growing media channels. But it’s not too late for you to get into the podcast game. This presentation will give you the context behind why your organization should dip its proverbial toe into the podcast waters, and help get you on your way to becoming the next Ira Glass. He’s a big deal... in audio. Thanks to HubSpot's Matthew Brown for being our guest speaker at the Albuquerque HubSpot User Group!

3. Agenda 11:30 am- sign in/network/order lunch
11:45 am- announcements & introductions
11:55 am- Stop Thinking and Start
Podcasting with HubSpot’s Matthew Brown
12:45 pm- Q&A

4. First time at HUG?
We’re so glad you’re here!
We meet once a quarter (or
more) to share inbound
marketing best practices,
learn about HubSpot, and get
to know other marketers in
Albuquerque.
Enjoy free lunch on HubSpot!

5. Upcoming Events
December: Holiday Happy Hour
January: 2019 HUG Kickoff
Details TBA

6. Help us make HUG better!
We’ll be sending out a survey after the meeting
to get your feedback. Please let us know if you
have any questions or suggestions.

7. Introductions

8. ● Account Manager at Pyxis Growth Partners
● Helped lead the Austin HUG from 2015-18
● Fat bike enthusiast & dog mom
Hi, I’m Carrie

9. Meet your neighbor
★ What you do + where you work?
★ How long have you been doing inbound?
★ Are you a HubSpot user?

10. Stop Thinking
& Start Podcasting
Matthew Brown
Producer
HubSpot Albuquerque HUG 2018

11. Agenda:
● Why Podcast
● How to Start a Podcast
● Grow Your Audience
● Questions?

12. Matthew Brown
● Content @ HubSpot
● Producer // Weird Work & The Growth
Show
● I produce audio that tells inspiring
stories and business growth
@writermrbrown | @weirdwork

13. Some of
our
guests
Over the course of
38 episodes:
We’ve
interviewed
some inspiring
(and weird)
folks….
“I turn human ashes into vinyl records.”
“I make ASMR videos.”
“I’m a professional cuddler.”
“I’m an LSD microdosing coach.”
“I’m the Bachelor in Paradise bartender.”
AND WAY MORE….

14. It's been fun

15. Podcasting Audience

16. 124M
73M
48M
Listened 1+ Times
Listen Monthly
Listen Weekly
Podcasting is on the rise.
Weekly podcast listenership
grew 14% from 2016-2017.
Podcast
Audience
Edison Research: The Infinite Dial 2018

17. 18-34 most likely
to be monthly
podcast listeners
30% have grad
school or
advanced degree
Weekly podcast
listener spend a
mean of 5 hours per
week
Podcast Audience

18. How people consume (audio)
content is changing

19. The American commute is worse than it’s ever been
(23% Listen to podcasts in the car)
More people are taking public/private transit
& Everyone is wearing headphones.
(157% Increase in mobile listening since 2014, 23.9 Million today)

20. If Inbound
means
attracting customers
where they
already are…

21. Look no further than
the devices
in our pockets
& in our ears

22. Passive content is the
future of content.

23. Starting a Podcast

24. Podcasts are like beers…..

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● Idea
● Skills
● Equipment
What You Need

28. Questions for your
show
Why are you doing the show?
What topic can you cover?
Who will be on this show?
When will this show end?
How are you going to find the
time to do it?

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1. Topic
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3. Structure
4. Tone
IdeaIdea

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1. Topic: Interesting jobs outside the
normal 9-5
2. Format: Weekly, 20-40 min., 1:1
Interview show
3. Structure: Nuts & bolts, personal story,
high-level thoughts (roleplay?)
4. Tone: Positive, irreverent, casual
Weird WorkWeird Work

31. Everything you
need…….

32. Recording

33. + this stuff….

34. Software

35. Hosting

36. + this stuff….
Land Yourself a
Producer:
Getting help from someone experienced with
audio is HUGE (like these letters):
● All the technical answers
● Editing audio (makes you sound good)
● Sourcing audio and music clips
● Pre-interviewing potential guests
● Directing audio recordings

37. Learn More
Transom.org
NPR Audio Training
Mike Russell on YouTube
The Podcast Host

38. “Podcasts are
THE HARDEST
easiest job
you’ve ever done.”
- every producer ever

39. Growing Your Audience

40. 1. iTunes New & Noteworthy
2. 100,000 downloads within 1st month
3. Inc. Magazine Top 10 Business Podcast to
Listen to Right now
Weird Work Launch

41. 1. Depends on Your Goals (Monetization?)
2. Temper Social Expectations
3. Email Segmentation & Newsletters
4. Hi. My Name is Weird Work & The Growth Show
5. Unexplored Territory Ready for Marketers
Growing a Podcast Notes

42. 1. Discovery Is Still in Its Infancy
2. SEO Will Bring a Cultural Shift to Podcasts
Future of Discovery

46. 83%
The number of people who DO NOT YET listen to a podcast weekly

47. Questions?

48. Thank You!