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

Podcasting is all about making connections. It's a great way to take your customer relationships to another level and have genuine, meaningful conversations with other experts in the industry.

"The depth of the relationship you're creating with a podcast listener is so much greater than what you're getting from somebody who's watching your TikTok videos or multiple YouTube videos. All of the podcast listeners, they're just way more connected to you," says Alban Brooke, the Head of Marketing at Buzzsprout.

And that’s why Buzzsprout produces not only one, but three podcasts: 1) Buzzcast, 2) Podcasting Q&A and 3) How to start a podcast.

In this episode of Recorded Content, our host Tristan Pelligrino gets a deeper understanding of how Buzzsprout uses different types of podcasts to build trust along the customer journey. The two also discuss how podcasts differ from other marketing channels and pinpoint the right time to invest in a podcast at your own organization.

Adapting to a new situation and not giving up is the mindset every business owner should embrace. Partick Frank is an award-winning video producer, and 2020 was pretty challenging for him. 

However, when you truly love your profession and want to succeed, you look for solutions. Zoom was Patrick's. In May 2020, he launched EditVideoCalls.com, a done-for-you service that takes your everyday Zoom conversations and turns them into shareable videos for marketing and training.

In this episode of the Recorded Content podcast, Patrick talks about his professional journey. He shares what it is like to be a video producer and a writer. His first book, The Video-First Era, will be published in August 2021.

''For me, as a video producer and someone who uses video tools every day, that was where my utility lies in, introducing new video tools and strategies and ways to communicate better.'' 

In this episode, you'll learn about Patrick’s perspectives on the following:

• Why companies should embrace the first-video mindset
• What the similarities between live broadcasts and local news are
• What you should pay attention to when you create content for different platforms
• What your first corporate video should look like

How do you go from not being interested in podcasts to becoming a hostess of a successful and exciting new show? The truth is, anything is possible, as long you set your mind to it and listen to your gut feeling.

As someone who wasn't particularly keen on even listening to podcasts prior to the pandemic, it's safe to say Jen Kern has come a long way since. She now hosts her own podcast and says that podcasts became her lifeline both professionally and personally during the pandemic. 

Jen Kern is the CMO at Qu, a restaurant tech company transforming restaurant POS beyond its current fragmented state into a manageable, unified experience for enterprise operators and guests alike. Her podcast "Restaurants Reinvented" hosts some of the industry's leading figures, including marketers at Dunkin Donuts and Chipotle. 

Starting her own podcast was a smart business move for Qu, especially due to the limited resources during the hardest months of lockdown. If you're thinking of starting a podcast, too, Jen shares some key insights into how to do it as effectively as possible.

"I think the most important thing is that it's genuine, it's authentic, and that you, as the podcast host or hostess, are comfortable doing it. If you're not comfortable, then it's not the right thing to do."

Tune in to the latest episode of the Recorded Content podcast to hear how podcasting allows you to be more genuine and thoughtful toward your customers. Also, discover why partnering with the right people truly makes a difference.

Aren’t we all tired of the boring, monotonous videos B2B companies create to present their products & services? These videos may seem like the right way to go, but the reality is different. It's time to be bold. It’s time for B2B creative...to actually be creative. 

Danielle Hope Diamond is the founder of Epiq Media, a company dedicated to creating entertaining yet educational video content. She is a former Broadway playwright with experience in marketing. Danielle knows the way to customers' hearts. 

Launching a campaign and building a brand have different nuances, but you can approach them in a similar way.

"You need to think about both of them strategically and creatively, even though they are very different pieces; they both need to be creative."

Tune in to hear about the future of B2B brand videos, the importance of creating comedic-style videos, and what you should focus on if you are a newbie in a B2B space. 

"I always tell companies, if you don't have the budget for the comedic-style video yet, don't do it. I don't recommend throwing money at one big thing early on."

In this episode, you'll uncover the story behind Epiq Media's success, including:  

• What it is like to be a Broadway playwright while also working in B2B marketing
• Why it is always better to have professional actors in your videos
• What CEOs should do to feel relaxed in front of the camera
• Why your videos should feel like a TV show instead of an advertisement

If you’re operating a business in 2021 and you’re still not podcasting, it's almost like not having a website.

Podcasting is a vehicle for engaging with prospects, customers, “your value chain, your partners, influencers, investors,” says Christopher Lochhead, named by The Marketing Journal as “one of the best minds in marketing.” 

Christopher, who hosts two award-winning podcasts, isn’t afraid to share his opinions. For starters, he says, “roughly 90% of what we get taught in marketing and entrepreneurship is completely fucking wrong.”

When it comes to podcasting and marketing, Christopher is adamant that creators need to “niche down.” Your project can’t be anything and everything to every person. Instead, you want to become something indispensable for a small group. 

A recognized expert on category design, Christopher explains that category and brand are connected, “but the category makes the brand.” On this episode of Recorded Content, he applies a career’s worth of lessons about harnessing the mind’s need to categorize brands and products to podcasting — and specifically, how to stand out with your podcast.  

“By being known for something specific — and this is the part that's a head fuck for most people — we can have broad appeal,” he says. “And the more tight the niche or category design, the bigger the opportunity to stand out.”

Also discussed: how to niche down in podcasting, and why you have to take a stand (but only when you really feel it). 

Aidan Fitzpatrick wants to let you in on a little secret. If you’re one of the nearly one billion iPhone users on the planet, there’s a video camera that’s almost as good as the ones used for TV in your pocket. 

“You've got something that really is effectively broadcast quality,” Aidan says on this episode of Recorded Content. 

“Lady Gaga records music videos on the thing. Billie Eilish did her last music video with them. The audio on them is pretty good and a lot better than built-in audio on the computer, but the video is really spectacular.”

When the COVID pandemic moved work lives onto Zoom, Aidan, who is the CEO of app data company Reincubate, got frustrated. Most laptops’ built-in cameras are bad, and webcams aren’t any better. 

He knew there was better technology in the iPhone, but there was no good way to make it work during video meetings. Grainy shots that are either way too dark or way too bright were the norm, thanks to outdated webcam technology. 

A tech entrepreneur through and through, Aidan decided to tackle the problem with his colleagues: “We set out essentially to demonstrate, is there a way we can harness this capability for ordinary users?”

What they came up with was Camo, an app that replaces webcams with iPhone footage during Zoom calls or any other video meeting. 

On this episode of Recorded Content, learn all about the world of camera technology and how Camo came to be, including: 

• Why webcams are so inferior to iPhones
• How Camo offers an innovative solution to low-quality video chats
• What it’s like to be a “chronic builder” of apps and tech solutions

How do you build a loyal podcast following in a saturated industry and keep people coming back for more? 

Inbound marketing expert Kathleen Booth knows exactly how. As the host of The Inbound Success Podcast, an inbound marketing podcast with over 180 episodes and a five-star rating on Apple Podcasts, Kathleen has built a loyal following, engaged community and long-lasting relationships with episode guests. 

Podcasting has also helped Kathleen "punch above [her] weight" — she’s interviewed industry leaders who would otherwise have no reason to take her call. 

"Those relationships, if you nurture them well as a host, they're just worth their weight in gold," Kathleen says on this episode of Recorded Content. She's not joking — one of her first 10 podcast guests ended up acquiring her company!

Learn about Kathleen's path from inbound marketer to podcasting guru and how to build a successful podcast, including: 

• Building (and nurturing) relationships through podcasting 
• Her go-to podcasting tools for syndication, transcription, shareable assets and creating website content
• Why you should view podcasting as a channel and not a product 

You wouldn’t expect a VP of Marketing to be proficient in Adobe Illustrator or Photoshop — spending time on graphic design isn’t the best use of their time. 

It’s the same thing with audio and video editing. The tools can be super complicated and difficult to learn. But if you want to dig into the creative process, it can be tempting to get your hands dirty.  

That’s where Descript comes in. 

As anyone who has used the collaborative editor knows, the software enables you to record, edit, and mix, audio and video — all from within an interface that looks and feels similar to a Google doc.

Head of Business Development at Descript Jay LeBoeuf joins this episode of Recorded Content to share just how far audio and video editing have come, and how Descript has disrupted content creation for a lot of different companies. 

"If you want to be part of the creative process, there's this power dynamic like ‘well, you should know how to use the tools so you can be part of the process,’” Jay says. 

“Our vision with Descript is to create a set of tools that truly allow anybody … to edit audio and video and be part of the creative process from drafting through reviewing tape to production, to first edits.”  

Tune in to this episode to uncover best practices for a modern podcast production workflow. Jay offers insights on how to uplevel your podcast and what it can do for your marketing efforts, including: 

• Why old school editing and transcription techniques don’t work for modern content creators  
• How Descript can be integrated into any marketing team’s workflow (and used creatively)
• What’s next — upcoming product features 

How do you create a B2B marketing podcast with a passionate fanbase? The kind of podcast where loyal listeners write detailed blog posts and offer feedback after listening to an episode. 

B2B martech powerhouse Yaagneshwaran Ganesh (“Yaag”) has good insights on the topic — write-ups from listeners and regular audience feedback are some of the reactions he’s accustomed to as the host of ABM Conversations, a popular B2B marketing podcast with 60+ episodes. 

Though ABM Conversations has a strong following (and almost 140 ratings on Apple Podcasts), Yaag doesn’t see podcasting as a numbers game. 

"Our podcast is not about getting a million downloads. We like to build one-on-one relationships with our listeners," Yaag says on the premiere episode of Recorded Content, our new show all about launching and growing a successful B2B podcast.

Tune in to hear about Yaag’s journey from novice to experienced podcaster who says that 90% of guests come from inbound requests (and he’s quite selective about who he has on the show). 

On this episode, you’ll uncover the inner workings of a hit niche podcast, including: 

• Why Yaag waited until he was about 15 episodes in to introduce guests on the podcast
• How he does research ahead of the episode (and why inside jokes don’t have a place on a podcast)
• Where he distributes the podcast and his approach to podcast marketing

SquadCast, the remote interview recording software used by podcasters in 130+ countries, added video recording capabilities to the platform in February 2021 — fulfilling a frequent customer request. 

But it wasn’t until the SquadCast team fully understood how video recording could help podcasters that they decided to add it as a product feature, SquadCast Co-founder Zachariah Moreno explains on this episode of Recorded Content. 

One way that video recording helps podcasters? More engagement.

When thinking of their favorite shows, podcast audiences don’t focus on how the content is delivered — they think of it like a show with “a capital S,” Zach explains. 

“An audio podcast is a big part of that show, but the video of that conversation is another way that an audience member may choose to engage with that show,” he adds.  

Another thing that compelled the SquadCast team to add video recording: YouTube. 

Podcasters are super familiar with distributing content so it will show up in the various apps. The SquadCast team sees YouTube as an extension of adding your podcast feed to Apple, Spotify, Google etc. 

In this episode, Zach discusses how SquadCast’s platform has evolved since the company started in 2017, how SquadCast aims to add quality to the remote content production space, as well as when it makes sense to include video in your podcast production process.