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

Many businesses aim to operate as media companies and focus on creating a variety of content, including podcasts. But producing a podcast is more than pressing the record button and talking to a guest.

Therefore, it is critical for every company looking to create a sustainable and results-oriented content strategy to partner with professionals. However, sometimes, finding quality requires diving into the global talent pool. 

In this episode of Recorded Content, our host Tristan Pelligrino shares segments from his appearance on Kickoff Sessions, a podcast hosted by Darren Lee. One of the things he talked about were the steps, challenges, and benefits of hiring internationally.

Companies often use different channels to promote their podcasts. But have you seen a company take a successful approach with YouTube? 

In the newest episode of Recorded Content, Justin Brown connects with Matteo Duò, the Head of Content at Kinsta. Matteo leads us through his YouTube journey, all the challenges around podcasting on YouTube channels, and how consistency helped him and his content team enhance the podcasting experience in the long run. 

Justin and Mateo believe that a combination of different aspects determines an episode's quality, but consistency is the biggest thing that impacts podcast success and overall growth. In addition, Matteo shares some valuable tips for those starting YouTube podcasts, suggesting the video format as one of the best ways to take the podcasting experience to new heights.

B2B has "earned" the reputation of being a dull space, and marketers struggle to put a lot of effort into crafting creative marketing campaigns. But the trends have changed, and businesses today acknowledge the power of creativity in attracting and keeping customers.

Therefore, as our guest says, B2B companies differ little from B2C companies. In both spaces, it’s about the people and ensuring your marketing reaches customers on a personal level.

In this episode of Recorded Content, our host Tristan Pelligrino chats with Nolan McCoy, the Head of Video and Creative Content at Chili Piper. Nolan also produces the company’s podcast, Demand Gen Chat. 

Nolan and Tristan discuss the stages involved in podcast production, the importance of creating an episode structure, and using a feedback loop to improve the quality of a company’s show. They also touch upon distribution and how each episode can be recycled to bring value to various audiences.

Podcasting allows you to share your areas of expertise with the world in an intimate and genuine way. And it's certainly one of the best mediums for creating ongoing relationships with your audiences.

But one of the most incredible benefits of using podcasts for your business is that it helps you establish your company’s brand.

In this episode of the Recorded Content podcast, our host Justin Brown welcomes Elizabeth Hilfrank, the Content Marketing Manager at Drift. They talk about using podcasts to expand your brand, what it takes to launch a podcast, and how podcasting helps humanize your brand.

Creating a podcast episode involves more than just pressing the record button. You need to also prepare properly and make sure you have everything under control.

But, preparing for a podcast isn’t just beneficial for the host. It’s also important to prep your guest. However, not every guest will want to participate in a pre-interview. In those cases, it's all up to you.

In this episode of Recorded Content, our host, Tristan Pelligrino, shares some valuable tips on how to prepare your podcast guest, the importance of a prep call, and what to do if a guest is not willing to take part in this process.

The podcast space relies heavily on technology and, every day, we hear of a new innovation that aims to make podcasting easier and faster. However, there is one thing technology cannot do — it cannot improve your conversational skills. That’s up to you. 

Make the most of available tools and invest in them, but don't obsess too much about audio quality. Instead, focus on bringing value to your audience through meaningful conversations. 

In this episode of Recorded Content, Andrew Warner, the Founder of Mixergy.com, an experienced podcast host, and the author of "Stop Asking Questions", joins our host, Tristan Pelligrino. 

Andrew and Tristan discuss the future of the interview format — how to improve it today and adjust it for tomorrow. They touch upon podcast production techniques and the steps Andrew takes when creating his episodes. And ultimately, the two discuss the impact over 2,100 podcast interviews has on Andrew’s legacy.

Without a doubt, podcasts can help your technology company create an entire marketing flywheel. Companies use their shows to explore industry trends, build trust with their audience, and connect their product to customers. 

But the real power of podcasting lies in the fact that it allows hosts to develop a strong personal brand, irrespective of your podcast’s topic or industry. 

In this episode of the Recorded Content podcast, our host Justin Brown welcomes James Furbush, the VP of Marketing at AccessOne and the host of the Modern Patient Experience Podcast. They talk about the benefits of podcasting, why it's worth your time and resources, and how to fight the imposter syndrome while interviewing subject-matter experts.

Many podcast hosts are content creators and marketers, which is good because they have experience with creating and distributing a message. But many of them may not have in-depth knowledge about the product they sell or the industry they operate in, especially in the B2B space. 

For marketers who aren’t experts in the technology their company sells, it’s important for them to include a subject-matter expert within their content production process. And that’s why a podcast comes in very handy. Experts capture the voice of your customers and share details to help the audience get the most value from a podcast.

In this episode of Recorded Content, our host Tristan Pelligrino welcomes Adam McQueen, the Content Marketing Manager at Klue. 

Adam shares what it was like transitioning from journalism to content marketing, how he came up with the idea of starting a podcast, the challenges he faced, and the lessons he learned along the way.

Descript is a very unique platform that allows you to record, transcribe, edit, and mix your audio and video files. On top of that, it has everything you need to create a podcast from scratch. 

But innovation never stops at Descript. Their latest update or Season 2 (as they refer to it) comes with a lot of exciting features and more possibilities for customization.

In this episode of Recorded Content, our host Tristan Pelligrino welcomes Harmony Jiroudek and Kevin O'Connell. Harmony is the Customer Success Manager, and Kevin is a Product Specialist at Descript. They talk about the newest features that we can expect from Descript’s Season 2 update.

Podcast Experts

• Name: Harmony Jiroudek and Kevin O'Connell
• What they do: Harmony is the Customer Success Manager at Descript. Kevin is a Product Specialist at Descript.
• Company: Descript
• Noteworthy: Both Harmony and Kevin are music enthusiasts. Harmony is an accomplished mezzo-soprano and has participated in several American and world premiere performances, whereas Kevin is a musician, audio engineer, educator, and arts advocate.
• Where to find them: Harmony's LinkedIn | Kevin's LinkedIn

Podcast Insights

🎙️ What can we expect from Descript’s Season 2 update? Descript has just published its latest app update, which includes interesting new features and editing possibilities. Since the Season 2 update is all about social media features, users can now expect a lot of valuable options for creating engaging audio and video content. Harmony says, "Season 2 is focused around social video features — transforming audio into engaging video content. We also incorporated some faster — that we call ‘blazing-fast’ — publishing speeds, so you can publish your composition or screen recording to render really fast, probably, at least three times faster than what you had previously been seeing. So, in short, these seasons are really meant to be themed around these larger concepts in terms of taking existing content and bringing it to the next level."

🎙️ The two best Descript updates for podcasters. There are unlimited possibilities for making a podcast on Descript. But the latest update gives you even more options for leveraging your podcast content and customizing your audiograms. Harmony talks about the fancy caption and audiogram customization updates. "One of the features that, I think, has always been appreciated is the fancy caption feature. And I think now, with the word-level animation option, it brings this new level of accessibility to end-users. [...]  And then, especially for our folks who are producing podcasts, [it supports] just being able to have that next level of customization with creating audio or videograms and truly repurposing your content in a meaningful and engaging way. I would say those are the two things that are really resonating with folks."

🎙️ Descript Season 2 brings new ways to customize audiograms and social video clips. Harmony and Kevin share some insights into the latest Descript update. They say that the most significant change is around social video and that it will make podcasting and promotion a lot easier. Kevin explains, "We pulled all of these features into one bucket. We're calling it social video, and the ability to transform audio to video was a little ambiguous earlier — maybe, you'd have to bring in some B-roll of video and have the audio underline. Now it's as simple as saying, 'I have my podcast. Here's a section that I want to create an audiogram out of or a social clip out of. Clip that to a new composition and add one of the many features that are now included in this suite of social video assets.'"

Episode Highlights

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Successful leaders know that the key to long-term business growth lies in delegating tasks. But, many owners think they need to be involved in every segment of their business. This is particularly true when a company launches a podcast.

Having a CEO and/or founder involved in this process makes a significant difference from the start. Guests will come to your show because they know they will talk with another subject matter expert, and the audience will listen to it because they will have access to two valuable sources of information. 

Still, executives have a lot on their minds, and it can be challenging for them to add another task to their busy schedule. Nevertheless, one co-founder managed to do it. His trick? A well-coordinated team.

In this episode of Recorded Content, Sarah Strid and Joe Michalowski join our host Justin Brown to discuss the ideas and processes behind the creation of The Role Forward. They also touch upon what it was like for Joe M. to co-host the show alongside Joe Garafalo and what he has learned since they launched the show.