With Lindsay Tjepkema, CEO and co-founder at Casted

On this episode of the Intelligent Inbound Podcast, Jen sits down with Lindsay Tjepkema, CEO and co-founder of Casted, to explore why she started the company and what other organizations can learn about building audience engagement through creative storytelling.

As Lindsay explains, Casted is a software platform made specifically for B2B marketers who want to both maximize and measure the impact of audio and video content. Although it hasn’t always been easy to convince people to invest in the marketing power of podcasting, the team at Casted has found education to be the key to success.

Literally and figuratively, it’s about keeping the conversation going, so both your target audience and key investors can join you on the journey toward your marketing goals. Whether they’re focused on podcasting or another kind of content creation, Lindsay describes how marketers all too often become consumed by the idea of building new content each time for every campaign.

Instead, she encourages marketers and organizations alike to focus on “shopping [their] closets first”—that is, repurposing and repackaging existing content before reinventing it completely. Ultimately, whatever marketing approach you and your team pursue, as Lindsay goes on to say, you have to find a way to humanize the message, the medium, and the methodology to make the biggest impact.

Jen and Lindsay discuss:

• Meet Casted (2:04)
• Measuring engagement in the podcasting space (6:54)
• Making listener data actionable (8:37)
• Keeping conversations going as you scale (15:10)
• Shopping your closet: upcycling your content (20:00)
• The power of demand generation and content marketing (30:27)
• Humanizing your marketing approach (31:47)

Resources:

• Inbound Marketing Quick Wins for Lead Generation
• The Only Inbound Marketing Guide You’ll Ever Need
• HubSpot Implementation Checklist