Presentation on podcasting as a content marketing tactic given to the Hampton Roads American Marketing Association on January 14, 2016 at the Hampton Yacht Club by Douglas Burdett
3. I host a podcast
āÆ Weekly interviews with authors
of marketing and sales books
āÆ Launched January 2015
āÆ #2 Business Podcast (āNew and
Noteworthyā)
āÆ ā10 Podcasts that Will Make You
a Better Marketer in 2016ā
āÆ 200+ 5-Star Reviews on iTunes
āÆ Spread the love!
Love.MarketingBookPodcast.com
(pre-formatted Tweet)
@ArtilleryMarket
8. Marketing ā traditionally
space constrained
ā¢āÆ You could buy attention (advertising)
ā¢āÆ You could beg for attention from the
media (PR)
ā¢āÆ You could bug people one at a time to
get attention (sales)
@ArtilleryMarket
10. Marketing Interruption
Avoidance Technology
āÆ TV remote controls
āÆ Do not call lists
āÆ Caller ID
āÆ CAN-SPAM Act
(2003)
āÆ Ad Blocking
Software
āÆ RSS readers
āÆ MP3 players
āÆ DVRs
āÆ Satellite Radio
āÆ Streaming music
āÆ Streaming video
āÆ Podcasts
@ArtilleryMarket
11. The Internet
āÆEvery company is a media company
āÆYou can build your own audience
āÆBuyers can do their own research and
delay contacting the seller
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12. Your prospects are in a castle
with a drawbridge up. Theyāre
not going to let you in unless
they are interested.
13. This has lead to the
resurgence of
content marketing
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16. āContent marketing is the marketing and
business process for creating and
distributing relevant and valuable content to
attract, acquire, and engage a clearly
defined and understood target audience ā
with the objective of driving profitable
customer action.ā -CMI
@ArtilleryMarket
19. Podcast
1.āÆ An audio file
2.āÆ Published online
3.āÆ Part of a series
4.āÆ Listeners can subscribe
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20. āPodcasts are to audio what TiVo is
to TV: a way to watch the shows we
want, when we want to.ā
āTom Webster, Edison Research
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21. The Podcast Listener
āÆ 17% of the population (2x
since 2008)
āÆ Smartphone owners
āÆ Age skews younger
āÆ Male/Female = 50/50
āÆ Higher incomes
āÆ Highly educated
āÆ Listens to 6 podcasts a
week
āÆ Active on social media
@ArtilleryMarket
23. Podcasting Benefits
āÆEstablish expertise and authority
āÆBuild industry connections
āÆGrow your audience
āÆIntimacy with the listener
āÆLess crowded arena
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25. Focus on the listener!
āÆYour #1 most important consideration
āÆThink about who you want to attract
āÆWhat will be most interesting to them?
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26. Your podcast should be āan
overlap of passions and skill
sets we call our āzone of
geniusā.ā
-John Lee Dumas, EOFire.com @ArtilleryMarket
28. Podcast Frequency
āÆMinimum: Weekly
āÆDonāt publish more frequently unless
you can make the commitment
āÆYou can always increase frequency
later
āÆConsistency trumps frequency
@ArtilleryMarket
32. Interviews
Pros
āÆ Guest brings the content
āÆ Less preparation (maybe)
āÆ Relationship building
āÆ Guests bring audience
Cons
āÆ Finding guests
āÆ Scheduling
āÆ Technical difficulties risk
āÆ Some guests might stink
@ArtilleryMarket
33. Topic Based
Pros
āÆ Control (agenda, pace,
topic, schedule, etc.)
āÆ Donāt have to find guests
āÆ More quickly builds your
authority and credibility
Cons
āÆ You create all content
āÆ Audience growth =
100% your responsibility
āÆ Limited to your own
knowledge, perspectives
@ArtilleryMarket
34. Other Considerations
āÆ Podcast Name
āÆ Consider your listener
āÆ Clear trumps clever
āÆ Memorable
āÆ SEO friendly
āÆ Domain name available?
āÆ Website
āÆ Use company website
āÆ Can redirect podcast
URL to company domain
āÆ Podcast artwork
āÆ Make it simple
āÆ Make it pop
āÆ Use bold colors
āÆ Avoid showing a face
unless itās famous
āÆ Use āsugar cube testā ā
artwork will be that small
on smartphone
@ArtilleryMarket
35. What else is really, really,
really, ridiculously important
for podcasting success?
@ArtilleryMarket
36. Marketing Your Podcast
āÆPublishing is just the beginning!
āÆLeverage podcast directories
āÆLeverage audience of your guests
āÆLeverage existing communities
āÆBuild/use email marketing list
āÆUse social media
āÆPitch relevant media
@ArtilleryMarket
38. Most podcast donāt make
it past episode #7
āÆLack of focus
āÆLack of niching
āÆUnrealistic expectations
āÆUnwillingness to invest (especially time)
@ArtilleryMarket
39. My Equipment & Costs
āÆ Skype: Free
eCamm recorder to
record calls: $30
āÆ Editing software: Free
(Audacity)
āÆ Audio post production:
Free (Auphonic)
āÆ ATR-2100 USB
microphone: $55
Sennheiser HD201
headphones: $20
āÆ ID3 Tag Editor: $15
Libsyn Podcast Hosting/
Distribution: $15/month
āÆ Website Hosting/Email:
Existing website (I use
HubSpot)
āÆ Books: approx. $10 an
episode
@ArtilleryMarket
40. Iām interested in learning
more about podcasting.
What should I do next?
@ArtilleryMarket
41. Free Podcast Course
āÆ Sign up for John Lee Dumasā
Free Podcast Course
āÆ 23 videos
āÆ 20 podcast episodes
http://bit.ly/PODCASTCOURSE
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