More than 50 million Americans have listened to a podcast in the last month. Businesses are jumping on the podcasting bandwagon as an effective form of content marketing. In this presentation, Bernie Borges, host of the Social Business Engine podcast, steps through the winning elements of planning and launching a winning business podcast.

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How-To Build Transformational Organization-Wide Marketing
Bernie Borges

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Topics
What is a Podcast?
Why Podcast?
Podcast Strategy and Format
Tools/Gear
Logistics
Promotion
Measurement

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WHAT IS A
PODCAST?

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On demand audio content
Subscribable through RSS feed
Accessible through:

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WHYPODCAST

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Part of your
content
marketing
mix

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Easy for people to
consume on the go

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of Americans have
listened to a podcast at
least once
33%
of Americans listened in
the last month
17%
http://www.edisonresearch.com/wp-content/uploads/2015/06/The-Podcast-Consumer-2015-Final.pdf

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Podcast listeners more
likely to follow brands

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Thought leadership
Brand building
Lead generation
Launch a new initiative
GOALS

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People listen to niche
content
Focused in the moment
Intimate, 1 to 1 commitment
A private chat with your
listeners (external or
internal)

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Blog posts
Show notes
SlideShare
Images
RE-PURPOSE

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IMAGES

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Think beyond downloads
Track CTA click throughs
Develop a purchase path
Drive traffic
Compare to other sources
of traffic
Any download you can
measure
Drive sales via unique
URLs
Evergreen content
DRIVE CONVERSIONS

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PODCAST
STRATEGY
FORMATS

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DETERMINE YOUR
TARGET
AUDIENCE

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CHOOSE A TOPIC THAT
ENGAGES
THEM

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SHOW
FORMAT

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One guest – 20-30 minutes
Panel format – 45-50
minutes
2-Person co-host format
Solo format
INTERVIEW FORMAT

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Branding
Planning
Calendar
Production
Promotion
Measurement
PODCASTING
BEST PRACTICES

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Show title
Show
description
Artwork
Show hashtag
Social media
header images
Dedicated
website
BRANDING

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Online
Marketing
Made Easy
Amy
Porterfield
Social Media
Marketing
Mike
Stelzner
Social Pros
Jay Baer
PNR: This
Old
Marketing
Pulizzi &
Rose
Social
Business
Engine
Bernie Borges
PODCAST EXAMPLES

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TOOLS/
GEAR

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Record through a
smartphone and an app
Boss Jock Studio (iOS) =
$10
Spreaker Studio (Android)
starts at $15/month
Microphone $60 to $500
Noise canceling
headphones
Editing software
Skype or Blab
RECORDING DEVICES

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Camtasia (Mac/Windows)
- $99
Audacity (Mac/Windows)
- Free
Garageband (Mac)
- Free
Audio Hijack (Mac)
- $49 Camtasia Screenshot (Flickr)
EDITING

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LOGISTICS

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Google
Drive
Trell
o
Teamwork
Each episode requires
advanced planning
Conduct research before
you record
Prepare guest bios
Intro & Outro
Ad Spots
Never rush a podcast
PLANNING

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Record at least 3 episodes
Pre-announce it
Promote it on social media
Giveaway  Landing page
LAUNCH

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Weekly
Some monthly
Stick to a schedule
Tools: e.g., ScheduleOnce
Frequency
SCHEDULING

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Quiet room
Silence your phone
Turn off notifications
Prepare your guest
AUDIO QUALITY

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Blubrry
Libsyn
Spreaker
SoundCloud
Buzzsprout
Pushed to iTunes & Stitcher
MP3 File Type
Transcription Tools, e.g.,
Rev.com
PODCAST HOSTING

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PROMOTION

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Traditional SEO
practices
Rich and helpful
content
Include keyword in title
Make headlines
relevant
Add a transcript for
each episode
Distribute through all
social media
Custom image for
each episode
Use short links
Mix up posts across
social networks
Email weekly
updates/ newsletter
Ask for reviews

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#sbeshow
@ mentions
Comments & Shares
Listicles
iTunes reviews
MONITOR FEEDBACK

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MEASUREMENT

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Intro
Outro
Commercial message or sponsor spot
Co-Host
CROSS PROMOTE

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Takes time to build
Audience needs to know you’re
legit
They need to build trust in your
show
Consistency is key
Audio quality counts
AUDIENCE

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Downloads
Traffic to show notes
Conversions on CTAs
New opportunities
Thought leadership recognition
METRICS

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FREEBIES
Scheduling Guide Preparation Guide
http://www.findandconvert.com/smss-2016

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with Bernie Borges
socialbusinessengine.com
twitter.com/sbengine
facebook.com/socialbusinessengine/
findandconvert.com
twitter.com/findandconvert
facebook.com/findandconvert/
bernie@findandconvert.com twitter.com/bernieborges
linkedin.com/in/bernieborges

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