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.
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
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
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:
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
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
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)
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.
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
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
Don’t have a show -- you’re pumped to start one for yourself or your biz!
You do have a show -- you walk away with a few ideas to create your tribe of superfans
All podcasts are selling something. It can be a product or service, an idea, a message ----- you’re selling something. And in order to make the sale, there’s a process. It’s not personal, its just the process that we as consumers must go through in order to take you up on your offer. And it doesn’t matter what it is you’re selling.
More people shouting to be heard on YT and Blogs. Means you have to spend more time focusing on everything OUTSIDE of creating great content (SEO, promotion, social media, etc.)
How many of you are engaged in some sort of content marketing currently? Blogging, video, social media, email….
And of you all with your hands raised, keep them up if you were amazing at it from the very beginning…
NO! It takes time to acquire skills. Podcasting is not different. The only difference is you’ve probably been doing the basics already, which we’ll get into when we dive into the process.
People don’t pay you for what you do, they pay you for what you know. A podcast is a direct way to understand what you know, and get to the BUY stage faster!