Recorded Content - Helping B2B marketers use a podcast for content marketing

Unless it’s your primary focus, content creation often gets pushed to the bottom of the to-do list. It takes time and commitment. But in order to get content working for you, it requires consistency. So how do you get more consistent as a marketing team?

In this episode of Recorded Content, Justin Brown talks with artist Blake Jamieson, who, for several months of 2020, lived and breathed consistent content creation. At 10:23 pm every day, Blake live-streamed for several hours from his art studio, interacting with fans and sharing his art. Sometimes he created art, sometimes he read fan mail or did AMAs, and sometimes he interviewed other artists. But without fail, he was there.
Before becoming a sports artist, Blake worked in marketing, and he leveraged his experience connecting with an audience, developing a niche, and creating content to help elevate his career as a sports artist.

Listen to find out how Blake developed his brand, committed to a consistent content creation schedule, and had fun doing it.

There are over 2 million podcasts out there. And for those who do listen to podcasts, they average over 6 hours of listening each week.

This presents a big opportunity for brands to advertise their products.

But most small, scrappy marketing teams at technology companies don’t know how to get results from a podcast advertising campaign.

So that’s why Heather Osgood joined host Tristan Pelligrino on the show. Heather is a podcast advertising specialist and is the Founder of True Native Media...a podcast representation agency.

In this episode, Heather and Tristan get into what makes podcast advertising so special and how you can get started with your own campaign.

New B2B podcasters often think podcast magic “just happens.” Podcasting is so much more than acquiring some good equipment and booking a guest’s interview. In order to run an effective podcast, you have to be organized and you must sustain a level of consistency to build your audience.

In this episode of Recorded Content, Justin Brown sits down with Sam Hembree, a Content Marketing Specialist at Outreach who manages the behind-the-scenes work for three different podcasts.

Sam and Justin discuss the balance of doing work internally and leveraging the help of an external agency. Sam stresses how being organized is a key driver to her success and pinpoints how a well-oiled machine opens up opportunities to keep the shows fresh and exciting.

Sam and Justin also discuss the importance of a narrow audience. They pinpoint how to determine when or if you should create a new show for a tailored audience.

Traditional media used to hold a monopoly over public opinion. Although TV, radio, and print are still a significant part of mass media, social media has sparked many changes, including an evolution in how companies market themselves.

In addition, social platforms have allowed every user to share their thoughts, doubts, discoveries, and conclusions regarding all sorts of topics, influencing and even shaping the opinion of those who follow them.

In the digital space, everything revolves around content. But not just any old type of content. It has to be interesting and unique content. People don't want to waste their time on boring posts. They want something they can learn from or something that entertains them.

You may think, "But we are the XYZ company offering a product or a service, how can we educate or entertain?" Well, yes, you can! First, ask yourself what your company's mission is, what you want to achieve with your product or service. Why did you develop it? The answers to all these questions are the key to connecting you with your ideal customer.

The thing is, we all turn to some product or service when we have a problem; we look for a solution. So here's when your company steps in. You have a product, and a customer has a problem; your product is a solution to that problem— it's a piece of cake.

But, the customer will not know you have a solution if you don't tell them. So what should you do? It's simple. Tell the story. In fact, as our guest says, storytelling is a superpower only human beings possess, so if screenwriters, novelists, or poets can evoke emotions, why shouldn't businesses do the same?

In today's episode of Recorded Content, Park Howell, the story strategist, speaker, and podcast host, joins Tristan Pelligrino. Park is also a co-author of "The Narrative Gym: Introducing the ABT Framework for Messaging and Communication," a book he wrote alongside Dr. Randy Olson. Park and Tristan discuss the positive influence storytelling can have on business growth. They also talk about the ABT (And, But, Therefore) framework and how it can be used to change the way companies create their content.

According to our guest, storytelling is a skill almost anyone can learn; it all depends on how determined a person is. In fact, high-quality storytelling is based on simplicity. That's why he believes in the ABT framework and its success.

As tempting as it may be, you can’t just sit down at your computer and hit record for a podcast. You need to prepare first if you want your guest to have an amazing experience.

In this episode, the Co-Founders of Motion and hosts of Recorded Content explain how having a pre-flight checklist can help you avoid potential problems during recording or within the post-production phase of your podcast.

Tristan and Justin talk about their different preflight checklists. Even though they have different lists, they agree that running through a checklist can help make the guest’s time on the podcast a more enjoyable experience.

Tristan reviews his proactive list to avoid tech issues and potentially embarrassing mistakes. Justin even realizes he needs to make his checklist more proactive rather than reactive to avoid sounding like he’s annoyed with the guest.

"Podcasts used to be treated just like radio, and they're not radio." By saying this, Dave Zohrob, today's guest of Recorded Content, shows his love and dedication to the podcast medium. In fact, this love inspired him to start developing a platform called Chartable: Podcast Analytics & Attribution. 

In this episode of Recorded Content, Dave, the CEO and co-founder of the company, talks about how Chartable can help individuals and businesses measure the impact of their branded podcast.

Dave points out that global changes such as the recent pandemic haven’t destroyed the podcast market and predicts a bright future with continued growth. He reports that many businesses started creating podcasts during the pandemic and that this trend will continue in the future. This "megatrend," as Dave calls it, has created the best environment for creating an online analytics tool to help you better understand your audience.

Telling a story – that’s all you need to know about podcasting. Sounds simple, but is it?

In the latest special episode of Recorded Content, the co-founders of Motion and hosts of Recorded Content explain how important it is to create a solid structure around the main topic in every podcast episode.

During the episode, Tristan and Justin walk through their slightly different podcasting approaches. But despite the nuanced approaches, Justin and Tristan agree that B2B podcasts usually aren’t interesting because of a lack of conflict.

Tristan introduces the ABT framework, a handy tool every aspiring podcaster can utilize to create a solid structure around a core conflict. And on the flip side, Justin talks through his approach to introducing conflict during the very early stages of an episode.

Are we living in the golden age of podcasting? Many will say 'Yes' because it seems like it has never been easier to launch a podcast. But starting and growing a podcast are two different things. Luckily, there are people specialized in helping companies create successful podcasting stories. One of them is Mark Asquith.

Mark is the CEO & co-founder of Captivate.fm and on a mission to help podcasters grow their audience. Mark and our host Tristan talk about the most significant challenges brands face when launching a podcast. As our host explains, marketing teams focus on building brand awareness, but it all boils down to content when it comes to podcasting. Of course, you want customers to get to know your products or services, but a podcast's purpose is to build trust and develop long-term relationships.

If you want your podcast to be a success, you need to offer something consumers can align with, or at least something entertaining that will make them want to come back. You also need to be adaptive and open to change. So again, go to people that consume your content and ask for feedback; it will be the best indicator of whether the change is necessary.

Another thing Mark and Tristan discuss is the increasing popularity of private podcasting. So, if you want to find out more about the podcasting space, new trends, and the most effective ways to launch and grow your podcast, tune in to this episode of Recorded Content.

Account-based podcasting is not a full blown ABM strategy. And if you’re looking to use your podcast as a way to create leads, you’re doing it all wrong.

In this episode of Recorded Content, Justin Brown chats with Declan Mulkeen, the CMO of strategicabm. Declan’s company helps companies win, grow and retain their most valuable accounts through true account-based marketing strategies. Declan also hosts the Let's Talk ABM podcast and uncovers how other marketers are using ABM to generate revenue.

During the conversation, Justin and Declan talk about why ABM is a marathon and not a sprint. The two discuss the different layers involved with an effective ABM strategy and uncover how a podcast can fit into a company’s plan.

According to Declan, podcasting consists of three main parts — the guest, the topics, and the audience. Unfortunately, Declan explains, podcast hosts focus on guests and topics...and neglect the audience. And when you forget about the audience's needs/wants, your company’s podcast is on track for failure.

Declan and Justin also discuss the importance of repurposing content. According to Declan, not everyone will sign up to listen to an entire podcast episode. People either don't have time or interest to watch or listen to hour-long content. So, if you want to attract as many listeners or views as possible, you need to adjust your content to a format they like to consume.

At this point, most companies understand what a branded podcast is. And marketers are starting to learn how to use a podcast as a foundation for a lot of great content for both prospects & customers. 

But your normal, publicly-accessible podcast is typically used as a way to grow your audience. How can your business gain a competitive advantage with an internal podcast? 

In this episode, Tristan Pelligrino speaks with Craig Hewitt, the Founder of Castos. Castos is a podcasting platform that helps podcasters grow their audience and offer exclusive content through public or private podcasts.

During the conversation, the two uncover the difference between a public podcast and a private podcast...and discuss how a private podcast can help build a stronger workplace culture and bridge the gap between marketing and sales teams.