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

1. @ArtilleryMarket

2. How do you do?

3. I host a podcast
Weekly interviews with authors
of marketing and sales books
Launched January 2015
#2 Business Podcast (“New and
Noteworthy”)
“10 Podcasts that Will Make You
a Better Marketer in 2016”
200+ 5-Star Reviews on iTunes
Spread the love!
Love.MarketingBookPodcast.com
(pre-formatted Tweet)
@ArtilleryMarket

4. Steady Listener Growth!
@ArtilleryMarket

5. Before we talk
about podcasting
as a marketing
tactic…

6. Let’s step back
and look at the
marketing universe
@ArtilleryMarket

7. The challenge of
marketing has gone
from space to
attention
@ArtilleryMarket

8. Marketing – traditionally
space constrained
• You could buy attention (advertising)
• You could beg for attention from the
media (PR)
• You could bug people one at a time to
get attention (sales)
@ArtilleryMarket

9. But two things have broken
our marketing megaphone

10. Marketing Interruption
Avoidance Technology
TV remote controls
Do not call lists
Caller ID
CAN-SPAM Act
(2003)
Ad Blocking
Software
RSS readers
MP3 players
DVRs
Satellite Radio
Streaming music
Streaming video
Podcasts
@ArtilleryMarket

11. The Internet
Every company is a media company
You can build your own audience
Buyers can do their own research and
delay contacting the seller
@ArtilleryMarket

12. Your prospects are in a castle
with a drawbridge up. They’re
not going to let you in unless
they are interested.

13. This has lead to the
resurgence of
content marketing
@ArtilleryMarket

14. @ArtilleryMarket

15. @ArtilleryMarket
“Content Marketing is the
only marketing left”
–Seth Godin

16. “Content 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 –
with the objective of driving profitable
customer action.” -CMI
@ArtilleryMarket

17. Content Marketing
Tactics Include…
Articles
Blog posts
Case studies
Cheat sheets
Checklists
Ebooks
Email
Infographics
Podcasts
Reference guides
SlideShare Decks
Surveys
Templates
Videos
Visual content
Webinars
Whitepapers
Workbooks
@ArtilleryMarket

18. So what exactly is
a podcast?
@ArtilleryMarket

19. Podcast
1. An audio file
2. Published online
3. Part of a series
4. Listeners can subscribe
@ArtilleryMarket

20. “Podcasts are to audio what TiVo is
to TV: a way to watch the shows we
want, when we want to.”
–Tom Webster, Edison Research
@ArtilleryMarket

21. The Podcast Listener
17% of the population (2x
since 2008)
Smartphone owners
Age skews younger
Male/Female = 50/50
Higher incomes
Highly educated
Listens to 6 podcasts a
week
Active on social media
@ArtilleryMarket

22. What are the
benefits of
podcasting?

23. Podcasting Benefits
Establish expertise and authority
Build industry connections
Grow your audience
Intimacy with the listener
Less crowded arena
@ArtilleryMarket

24. What should you
podcast about?

25. Focus on the listener!
Your #1 most important consideration
Think about who you want to attract
What will be most interesting to them?
@ArtilleryMarket

26. Your podcast should be “an
overlap of passions and skill
sets we call our ‘zone of
genius’.”
-John Lee Dumas, EOFire.com @ArtilleryMarket

27. How often should
you podcast?
@ArtilleryMarket

28. Podcast Frequency
Minimum: Weekly
Don’t publish more frequently unless
you can make the commitment
You can always increase frequency
later
Consistency trumps frequency
@ArtilleryMarket

29. How long should
each episode be?

30. Episode Length
Size doesn’t matter (much)
Depends on your content
Depends on your listener
Popular lengths
< 5 minutes (great for tips, inspiration)
8-15 minutes (e.g. covering one topic in depth)
25-40 minutes (good for commutes, workouts)
@ArtilleryMarket

31. What’s the best
podcast format?

32. Interviews
Pros
Guest brings the content
Less preparation (maybe)
Relationship building
Guests bring audience
Cons
Finding guests
Scheduling
Technical difficulties risk
Some guests might stink
@ArtilleryMarket

33. Topic Based
Pros
Control (agenda, pace,
topic, schedule, etc.)
Don’t have to find guests
More quickly builds your
authority and credibility
Cons
You create all content
Audience growth =
100% your responsibility
Limited to your own
knowledge, perspectives
@ArtilleryMarket

34. Other Considerations
Podcast Name
Consider your listener
Clear trumps clever
Memorable
SEO friendly
Domain name available?
Website
Use company website
Can redirect podcast
URL to company domain
Podcast artwork
Make it simple
Make it pop
Use bold colors
Avoid showing a face
unless it’s famous
Use “sugar cube test” –
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
Publishing is just the beginning!
Leverage podcast directories
Leverage audience of your guests
Leverage existing communities
Build/use email marketing list
Use social media
Pitch relevant media
@ArtilleryMarket

37. Why do podcasts
fail?
@ArtilleryMarket

38. Most podcast don’t make
it past episode #7
Lack of focus
Lack of niching
Unrealistic expectations
Unwillingness to invest (especially time)
@ArtilleryMarket

39. My Equipment & Costs
Skype: Free
eCamm recorder to
record calls: $30
Editing software: Free
(Audacity)
Audio post production:
Free (Auphonic)
ATR-2100 USB
microphone: $55
Sennheiser HD201
headphones: $20
ID3 Tag Editor: $15
Libsyn Podcast Hosting/
Distribution: $15/month
Website Hosting/Email:
Existing website (I use
HubSpot)
Books: approx. $10 an
episode
@ArtilleryMarket

40. I’m interested in learning
more about podcasting.
What should I do next?
@ArtilleryMarket

41. Free Podcast Course
Sign up for John Lee Dumas’
Free Podcast Course
23 videos
20 podcast episodes
http://bit.ly/PODCASTCOURSE
@ArtilleryMarket