Coming Soon.

1. KEYNOTE
Susan Diaz
CEO AND EDITOR IN CHIEF
C + P DIGITAL
Why Podcasting is the
Trojan Horse of Business
Discovery
TORONTO, ON ~ MAY 18 - 19, 2023
DIGIMARCONCANADA.CA | #DigiMarConCanada

2. WHY PODCASTING
IS THE TROJAN HORSE OF
BUSINESS DISCOVERY
Susan Diaz
Founder and CEO
cp.digital

3. When is the last time you
"hopped on a call"?

4. Hint: discovery in its current form is broken

5. THEIR POV
YOUR PLATFORM
Hint: they always say yes
Pick a big name in your
ideal client profile. Invite
C-suite to your podcast and
see what happens.

6. THAT'S WHY
I CALL
PODCASTING
THE
TROJAN HORSE
OF BUSINESS
DISCOVERY

7. IN THIS SESSION YOU'LL LEARN
Why podcasting
is the path of
least resistance
to thought
leadership in
your industry
How podcasting
can serve as a
platform to
foster a powerful
network
How podcasting
allows
founder-led
brands easily
connect with
their ICP

8. ABOUT YOUR SPEAKER
Susan Diaz is the founder and CEO of c+p
digital - content marketers, podcasters,
community builders
Host of 'The 4am Report' and 'ABCDEI'
Author of UNboring: take your content
marketing from blah to brilliant
Facilitator of the Marketing Power Circle

9. 3
LIES
Podcasting is oversaturated/the
boom is over
You need large audiences to win
Podcasts are hard to monetize
that we believe about
podcasting that are
NOT serving us

10. "THE PODCAST MARKET IS
OVERSATURATED"
That is simply not true!
The voice medium is here to stay and businesses must figure out how
they can be a part of it.

11. Source: The podcast host

12. WEEKLY
150K
P O D C A S T S
Here is a stunning 2023
podcast statistic to show
you how great the
opportunity is for
founder-led brands to
create thought
leadership.
PS:
Total podcasts: 5M
Active podcasts: 475K

13. COMPARE THAT WITH
60M YOUTUBE VIDEOS
Don't forget this is a search engine so
repurpose podcast content here
500M BLOGS
Don't forget the interwebs reads in
words so repurporse articles from
podcasts instead of writing from scratch

14. BE HEARD
THOUGHT
LEADERSHIP

15. Dispelling myths
about audience
size requirements
for podcast
success

16. 32 downloads
top 50%
D I S P E L T H E M Y T H O F M I G H T Y A U D I E N C E S I Z E S
Source: The podcast host
And 'top x anything' is
important in your marketing
because it puts you in front
of people you want to
reach, faster, using a road
less travelled. And it builds
a significant body of work
for you to showcase. Not
just "in my head".

17. Why is this important?
Daily = habit/depth/committed
2022 showed
growth in daily listeners and
drop in hobby podcasters.
Want to future-proof your
reach? Make and keep a
STRONG podcast. It's the blue
ocean in marketing right now.

18. 4 WAYS TO MONETIZE
PODCASTS WITHOUT ADS
THOUGHT
LEADERSHIP
PREMIUM
CONTENT
NETWORK
EXPANSION
PROMOTION
OF IP

19. THE BUSINESS CASE
FOR PODCASTING
Podcasting is a powerful go-to-market motion
The revenue-generating potential of podcasting
is vastly untapped

20. PERPETUAL
DISCOVERY
Almost anyone will come to the table to be interviewed, to teach, to mentor, and to coach. You'll
be in conversations with your ideal client. You'll hear the things that keep their category of
leaders up at night. And you'll make a friend (who will always have time for you). Only good
things come from it.

21. HOW WE DO IT
SHOW
AND
TELL!
case
studies

22. WHAT
KEEPS YOU
UP
at night?

23. N E I L P A T E L & E R I C S I U
M A R K E T I N G S C H O O L
We rank #25 for Canadian Marketing podcasts
and #2 just below Neil Patel for digital marketing
on Apple. We did that in 1 year (52 episodes :)).
We now have 190+ episodes
O U R P O D C A S T !
F R O M I T C A M E
# T H I R S T Y T H U R S D A Y -
( 7 5 + E P I S O D E S ) O U R
C O M M I T M E N T T O
B R I N G I N G F U N
T H E T H I R S T L I S T
E M A I L C O L U M N
A L L O F I T F E D I N T O
M Y B O O K
U N B O R I N G

24. Podcast use case:
Canadian Marketing
Association (CMA)
Problem:
Low attendance to live events and under-utilized member-
facing content.
Podcast solution:
Repurpose under-utilized content
Conversations with top marketing leaders
Increased efficiency of executive time
Content marketing results:
100x increase in listenership
Strong and growing audience
Enhanced brand visibility
Podcast ROI:
Remarkable 100x growth in listenership
New memberships and partnerships
Long-term brand building and industry thought-leadership

25. Podcast use case: SSON (Global Business Services)
Problem:
200K+ member network in need of a new and innovative
content engine + low bandwidth internally
Podcast solution:
Created a dynamic content engine with rotating hosts
Industry-leading conversations with experts
Content engine fuelled blog and social
Content marketing results:
Member network engagement via podcasting
2x fresh, and systematized, content created for network
Enhanced brand perception as an industry thought leader
Podcast ROI:
Delivered to member network with valuable content
Regular monetization through sponsorship
Established SSONext brand as a frontrunner in the industry

26. questions