How to develop a winning business podcast

How -To Build Transformational Organization- Wide
Marketing
 

Bernie Borges
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Topics
What is a Podcast?
Why Podcast?
Podcast Strategy and Format
Tools/Gear
Logistics
Promotion
Measurement
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What is a
Podcast?

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On demand audio content
Subscribable through RSS feed
Accessible through:

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why
podcast
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Part of your
content
marketing
mix
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Easy for people to
consume on the go

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33%

17%

of Americans have
of Americans listened in
listened to a podcast at
the last month
least once
/>
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Podcast listeners more
likely to follow brands

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goals
Thought leadership
Brand building
Lead generation
Launch a new initiative
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People listen to niche
content
Focused in the moment
Intimate, 1 to 1 commitment
A private chat with your
listeners (external or
internal)
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Re-purpose

Blog posts
Show notes
SlideShare
Images
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images

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Drive conversions
Think beyond downloads
Track CTA click throughs
Develop a purchase path
Drive traffic
Compare to other sources
of traffic

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Any download you can
measure
Drive sales via unique
URLs
Evergreen content


podcast
strategy
formats
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Determine your

target

audience
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Choose a topic that

engages
them

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show

format
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Interview format
One guest – 20-30 minutes
Panel format – 45-50
minutes
2-Person co-host format
Solo format
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Podcasting

Best practices
Branding
Planning
Calendar

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Production
Promotion
Measurement


branding
Show title
Show
description
Artwork

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Show hashtag
Social media

header images
Dedicated
website


Podcast examples

Online
Marketing
Made Easy
Amy
Porterfield
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Social Media
Social
Social Pros
Marketing
Business
Jay Baer
Mike
Engine
Stelzner
Bernie Borges
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PNR: This
Old
Marketing

Pulizzi &
Rose


Tools/
gear
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Recording devices
Record through a
smartphone and an app
Boss Jock Studio (iOS) =
$10
Spreaker Studio (Android)
starts at $15/month
Microphone $60 to $500
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Noise canceling
headphones
Editing software

Skype or Blab

editing
Camtasia (Mac/Windows)
- $99
Audacity (Mac/Windows)
- Free
Garageband (Mac)
- Free
Audio Hijack (Mac)
- $49
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Camtasia Screenshot (Flickr)