10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…

We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites Click To Tweet

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites Click To Tweet

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

10 Tips To Turn Your B2B Podcast Promotions Up To 11

Woman recording a podcast in a studio image.

Woman recording a podcast in a studio image.

According to the latest numbers, more people in the US have listened to a podcast than have not — and a full quarter of the population listens weekly. It seems like they’re everywhere…


We made the case for B2B podcasts in a post last year, and that case has only grown stronger. Podcasts are a great way to build an audience for your content, work with influencers, and produce cool stuff that earns attention.

Case in point: The Tech Unknown podcast for SAP* is exceeding benchmarks for downloads, and each new episode inspires more people to check out the entire archive.

Of course, the current podcast boom is a double-edged sword for new podcasts. There are more people listening than ever, but there are also more podcasts than ever. Apple reports at least 500,000, while the total number may be closer to a million.

For your podcast to find its intended audience, you must promote it as strategically as you would any other piece of content. Here’s what you need to know about using social media to bring in listeners.

How to Promote Your B2B Podcast on Social Media

Before we get into specific tactics, the heart of any content promotion is having content worth sharing. So make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.

Once you have 2-3 of these high-quality episodes ready to publish, you can start promoting. We’ll start with some general tips, then take a quick look at a few specific social media platforms.

[bctt tweet=”“Make sure your podcast is relevant to your audience, includes influencers that they know and respect, and is edited to bring them the good stuff without filler.” — Joshua Nite @NiteWrites” username=”toprank”]

Follow Influencers with Your Podcast Account

The first step here is to create separate social media accounts for your podcast. Make it its own entity for promotion and audience engagement purposes. Then, follow well-known folks who are relevant to your subject matter. Include industry analysts, practitioners, and anyone who is knowledgeable and trusted about your core topics.

This will help with promotion in two ways: First, following these folks will get you on their radar for potential amplification or collaboration. Second, you’ll be able to see what kind of content they share with their audience, which will help you make your podcast more relevant.

Include Influencers in Content Creation

Influencers bring credibility, a new audience, and original ideas to your content. They don’t just provide amplification; they actually make the content better

We have found that more influencers are open to audio interviews than to other forms of co-creation. And tools like Zencastr make it easy to capture high-quality audio over the internet.

Just make sure to give your podcast guests everything they need to promote their episode: 

  • Custom images sized for Instagram, LinkedIn, and Twitter
  • Audio snippets/video for Stories
  • A custom URL for tracking

Set a Social Media Content Calendar

Your podcast’s dedicated social media accounts should do more than just post a link when you put up a new episode. You can consistently bring value to your audience and start conversations with posts, the same way you do on other brand channels.

Plan for at least one or two meaningful posts a day that correspond to the topics you talk about in the podcast. Share related content, post polls to spark discussion, and repost content from influencers you’re featuring (or courting). And, of course, make sure to participate in any discussions that arise — don’t leave your listeners hanging.

Create Promotional Material for Each Episode

After you record an episode, transcribe the audio (otter.ai is a good quick-and-dirty solution) and find your most quotable moments. Use these to create assets for promotion. Tools like Canva make it easy to create quote images, and even simple videos, at the optimum size and resolution for each site.

Cross Promote with Other Podcasts

People who already listen to podcasts are likely to try out new ones. Other podcasts in your industry aren’t necessarily competitors — their audience is likely to add your podcast to their rotation.

B2B brands are in a uniquely good position to cross-promote across podcasts. For example, if your CEO is influential in the industry, they would be a valuable guest on another industry podcast. And conversely, your show could feature subject matter experts from another podcast. Genuine, generous cross-promotion is a great way to help your podcast find its audience.

[bctt tweet=”“B2B brands are in a uniquely good position to cross-promote across podcasts.” —@NiteWrites” username=”toprank”]

Add Smart Paid Promotion

Your organic reach may vary across sites — it’s non-existent on Facebook, better on Instagram, and much better on LinkedIn. So some savvy paid promotion can help your podcast find its audience. Use your most compelling clips and quotes to create your assets, and target your audience by vertical. 

The CTA for these ads should be to subscribe, rather than listen to a single episode. The value of a podcast for marketers is building a loyal audience over time. And it’s best to target Android and iOS users separately, with ads that feature a subscribe link to their respective podcast apps. 

Promotion Tips by Platform

Here are a few specific ways you can promote your podcast on the three most relevant platforms:

LinkedIn

While it’s important to have separate social media accounts for your podcast, your brand should be driving promotion on LinkedIn*. Share links and promo materials from your company page, and repost your podcast page’s posts there, too. 

LinkedIn is the perfect platform to promote employee sharing, too. Make sure your employees are equipped with promotional materials and links to share. They can also tag prospects and relevant influencers — anyone valuable to the brand who might find your podcast interesting.

Instagram:

While LinkedIn is a great platform for employee activation an influencer engagement, Instagram may present the best opportunity to engage your podcast’s audience. 

Use Stories to share teasers, previews and quotes from each episode. Include candid photos and videos of the recording process, too — take your listeners behind the scenes.

Twitter:

As you saw in the embedded tweet above, short videos are a great way to hook an audience on Twitter. Create video by adding a simple static or looping animated background to your audio highlights — even a basic video editor like iMovie will do the trick. 

Make sure your video makes sense without audio, as most mobile viewers will be watching on mute, and keep them under a minute long. And, of course, add relevant hashtags and tag your guests and relevant influencers.

A (Pod)Cast of Thousands

I’ve lost count of which Podcast Renaissance we’re in at this point, but it’s fair to say the medium is stronger than ever. And there’s still plenty of untapped audience potential out there, especially for business podcasts that bring real value and industry insight to their listeners.

To learn more about B2B podcasting, check out our webinar: The 4 P’s of B2B Podcasting Success.

* SAP and LinkedIn are TopRank Marketing clients.

The post 10 Tips To Turn Your B2B Podcast Promotions Up To 11 appeared first on B2B Marketing Blog – TopRank®.


Source: SEO blog

What B2B Podcasters Need to Know About SEO

What B2B Podcasters Need to Know About SEO

What B2B Podcasters Need to Know About SEO

There are few things more satisfying than clicking “Publish” on a shiny new podcast. All the hours of planning and recording are done. You ran down your podcast launch checklist. Now it’s time for the world to enjoy the fruits of your labor. 

You can sit back and watch the downloads roll in, right?

Well… it depends on whether people can find your podcast. While the podcast market isn’t oversaturated yet, it’s still a crowded playing field

Post-launch, your podcast promotion plan will likely include a mix of paid promotion, influencer amplification, and social media marketing to help build your audience. But before you record a second of audio, your organic strategy can help ensure your podcast is found and treasured.

Here’s what you need to know about SEO for podcasts.

Search Engine Optimization for Podcasts

We’ll get deep into how you can build SEO into your podcasts — as you would for any other type of content — in  a few paragraphs. First, here’s a quick checklist of tactics that can help improve visibility.

Podcast SEO Quick Wins

1. Make Your Title Hyper-Relevant

Podcast directories like iTunes and Spotify rely heavily on your podcast title for ranking. What’s more, if your title does pop up in search, it needs to be immediately compelling. Make sure your title is something that clearly states what the podcast is about, and will inspire people to click — thereby sending positive signals back to the directory’s search engine.

2. Submit to Google Podcasts

You’ve likely heard that Google is indexing podcasts now. They’re even transcribing the audio to make it searchable. So yes, your podcast can show up in the SERP, right up top with a big play button next to it. But only if you have submitted to their directory.

Screen Shot of Google Podcasts Directory Home Page

3. Tag and Title

Your podcast host will have an option to add tags to your RSS feed. Use these sparingly; one or two phrases at most. For titles, focus on a clear benefit to the listener. Instead of, “Our Q&A with Bob Johnson,” make it, “Increase Your CTR with Tips from Bob Johnson.”

4. Use Keywords in Episode Descriptions

The majority of your clicks will come from your podcast title and episode title. But don’t overlook the description. Think of it like the meta description on a blog post. It should aim to draw your listener in as quickly and succinctly as possible.

5. Solicit Reviews and Subscribers

The other major ranking factor in a podcast directory is engagement. Every episode, you should encourage listeners to review and subscribe. It’s a good idea to include that ask in internal promotion and promotional emails, too. 

How to Build SEO into Your Podcasts

Many podcasts in the B2B realm are produced as continuous conversations; informal Q&A sessions. They’re quick and easy to produce, and that’s certainly not a bad thing.

However, an informal interview/chat show usually involves talking to guests about their background, area of expertise, experience, that sort of thing. Then you listen back through and pull out key themes for your episode title and description.

Certainly, optimization can be done during production and post-production. But building SEO research and strategy into the planning stages will enhance your content and its visibility potential.

Plan Your Podcast Episodes Like a Blog Post

Google is transcribing your podcast and analyzing the content. What if your podcast episode was an audio power page for an entire keyword cluster? Imagine the SEO juice you can get from a pages-long transcript organized around a specific set of search terms.

Hopefully, you’ve already identified your overarching theme and topical pillars you want to cover. But as you’re planning each episode, do some additional keyword research to help ensure the topic or sub-topics are covered well. Find the topic that has the most interest, and the keywords (short and long-tail) that support it. 

When you draft the questions (or topic notes) to guide the episode, use your research as the template. Treat each question as though it were an H3 tag on a blog post. 

Make the Topic the Star

Now your questions will keep the conversation focused on what’s most relevant to your audience. For example:

  • Without topic planning: “Bob, tell us what you’ve learned in your five years with WidgetCorp.”
  • With topic planning: “Bob, based on your time at WidgetCorp, how do you optimize a widget assembly line?”

You can see how the focus shifts from Bob’s personal experience to tips that match your audience’s search needs. Bob’s response is likely to contain a whole host of long-tail keywords that match what your audience wants to know.

When you center your planning around keyword research, you’ll end up with a discussion that is naturally optimized for search. As with good written content, you won’t need to awkwardly shoehorn terms into the discussion. They’ll come up naturally because they will be relevant to the topic.

[bctt tweet=”When you center your planning around keyword research, you’ll end up with a discussion that is naturally optimized for search. @NiteWrites on building SEO into #B2BPodcast planning” username=”toprank”]

Now when Google crawls your podcast, it will be easy for the algorithm to determine what it’s about and what queries it should match. What’s more, your podcast is likely to be more relevant to your audience, too. That can inspire more linking and sharing, which in turn boosts your search visibility.

Publish a Good Transcript

Google will use their own auto-generated transcript for displaying your podcast in search. But you shouldn’t rely on that transcript for all your SEO needs. 

Instead, publish a blog or episode page that includes a full, edited transcript. Don’t treat it as an afterthought; use a transcription service, then polish their work for publication. Include H3 headers for each question or topic shift, pull out the most valuable quotes for click-to-tweets, and include key takeaways at the top.

For a 15-20 minute podcast episode, you will likely have 2,000+ words of optimized, highly-relevant content for Google to feast on. 

Case Study: Tech Unknown

Our client SAP has seen the difference pre-planning makes in the second season of their Tech Unknown podcast. The first season was an interview format focused on a single guest each episode. The first six episodes did well; they beat benchmarks and found a healthy, relevant audience.

But for the second season, we wanted to take it up another notch. We organized the episodes around a single topic per episode, interviewed multiple guests, and assembled each episode around the central narrative.

The results so far: The new episodes are already among the most popular of the entire series. Episode 2 is smashing 30-day benchmarks after a single week. Focusing on a more edited, topic-driven format not only improved SEO, it also made for an even more compelling finished product. Hear for yourself:

SAP's Tech Unknown Podcast

Think Before You Cast

The barrier of entry for starting a podcast has never been lower. With enough time and know how, anyone can get a podcast up and running. Getting people to listen, however, requires a more strategic approach. 

Plan your podcast like you would plan any other long-term content commitment: With an editorial calendar, solid keyword research, and always with audience value as the driving force. The best podcast SEO is to provide content people will love listening to and learning from.

Need help planning, producing, publishing and promoting your podcast? Check out our B2B Podcasting Webinar.

The post What B2B Podcasters Need to Know About SEO appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

5 Marketing Podcasts To Strengthen Your B2B Efforts

Red rivets in steel beams image.

Podcasts are a fantastic way to find new takes and tactics for your B2B marketing. They’re also great for picking up new marketing ideas and getting fresh perspectives you might not otherwise find.

We’ve put together a list of five podcasts that offer marketing insight from a wide array of industry innovators — who share their own stories along with tactics and advice to take your marketing efforts to the next level.

From exploring the B2B content marketing trends that will grow in 2020 to first-person stories of life’s professional and personal adventures, the hosts and guests on these five podcasts have a great deal to share.

Here is our random-order list of five podcasts to help strengthen your B2B marketing efforts in 2020 and beyond.

#1 – HBR IdeaCast by Harvard Business Review

HBR IdeaCast

Summary: Each week the Harvard Business Review’s podcast HBR IdeaCast explores expansive topics affecting digital marketers at all levels, featuring some of the world’s most successful business-people.

  • Hosts: Alison Beard and Curt Nickisch
  • Recent Topics on Tap: To Truly Delight Customers — You Need Aesthetic Intelligence, Melinda Gates on Fighting for Gender Equality, How Companies Like Google and Alibaba Respond to Fast-Moving Markets
  • Recent Guests: Melinda Gates, Scott Young, Sari Wilde
  • Episode Length: 20 – 45 minutes

#2 – The Science of Social Media by Buffer

The Science Of Social Media

Summary: Social scheduling platform Buffer hosts a marketing-related podcast called The Science of Social Media, and with a listening audience of more than 27,000, each week’s episode looks at a variety of social media-related topics from a diverse section of marketers and business professionals. Buffer also hosts the fine Breaking Brand podcast.

  • Hosts: Heather-Mae Pusztai and Dave Chapman
  • Recent Topics on Tap: Why social commerce will rule social media in 2020, The Complete Actionable Guide to Marketing Personas, A Crash Course in Building Custom Audiences for Your Social Media Ads
  • Recent Guests: Mari Smith, Matt Navarra
  • Episode Length: 12-20 minutes

#3 – Marketing Scoop by SEMrush

Marketing Scoop

Summary: SEMrush’s Marketing Scoop podcast looks at digital marketing news and offers a cadre of guests sharing knowledge about a variety of marketing topics ranging from search and email to customer relationships and marketing research.

  • Hosts: David Bain and Judith Lewis
  • Recent Topics on Tap: How do you recover from a Google Penalty?, What Works Best for Email Marketing Now?, What is the ROI of optimizing your local search listings?
  • Recent Guests: Duane Forrester, Chad White, Colin Gray
  • Episode Length: 20 – 40 minutes

#4 – Mixergy

Mixergy

Summary: The Mixery podcast features top leaders from businesses including Google, LinkedIn, Pixar and others, and offers a variety of inspiring ideas and stories on marketing and more.

  • Hosts: Andrew Warner
  • Recent Topics on Tap: Case Study: A virtual assistant company with a niche, How do you create company culture in an international business?, The $8 billion dollar software you’ve never heard of
  • Recent Guests: Craig Walker of Google Voice, Ryan Smith of Qualtrics, Ahti Heinla of Skype
  • Episode Length: 60+ minutes

#5 – The Digital Analytics Power Hour

Digital Analytics Power Hour

Summary: The Digital Analytics Power Hour podcast takes an informal look at the analytics side of digital marketing, featuring a strong lineup of industry guests sharing their latest insights and stories.

  • Hosts: Michael Helbling, Tim Wilson, and Jim Cain
  • Recent Topics on Tap: Neuroscience, the Customer Experience, and the Data Therein, Is Multitouch Marketing Attribution Dead?, When the Data Contradicts Conventional Wisdom
  • Recent Guests: Priscilla Cheung, Diana Lucaci, Yali Sassoon
  • Episode Length: 45 minute to over an hour

Bonus Podcast – 3M Science Champions

3M Science Champions Screenshot Image

As a bonus podcast that shows how B2B brands can benefit from incorporating podcasts into their efforts, check out our client 3M’s Science Champions podcast.

It has featured a variety of industry experts including Professor Stephen Curry, Department of Life Sciences at Imperial College London, Dr. Suze Kundu, Materials Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Associate Professor of Chemistry at American University.

Expand Your Own B2B Marketing Podcasting in 2020

With the insights you’ll gain by listening to the podcasts we’ve looked at from The Science of Social Media, Marketing Scoop, HBR IdeaCast, Mixergy, and The Digital Analytics Power Hour, your year ahead in 2020 can be filled with new inspiration and plenty of innovative B2B marketing ideas.

Looking for even more marketing podcasts? We’ve got you covered, with “20 Podcasts To Elevate Your B2B Marketing” and “10 More Marketing Podcasts To Boost Your Business.”

As B2B marketers, you’ll also find helpful insight about creating and marketing your own podcasts in the following five TopRank Marketing articles:

5 Marketing Podcasts To Strengthen Your B2B Efforts

Red rivets in steel beams image.

Red rivets in steel beams image.

Podcasts are a fantastic way to find new takes and tactics for your B2B marketing. They’re also great for picking up new marketing ideas and getting fresh perspectives you might not otherwise find.

We’ve put together a list of five podcasts that offer marketing insight from a wide array of industry innovators — who share their own stories along with tactics and advice to take your marketing efforts to the next level.

From exploring the B2B content marketing trends that will grow in 2020 to first-person stories of life’s professional and personal adventures, the hosts and guests on these five podcasts have a great deal to share.

Here is our random-order list of five podcasts to help strengthen your B2B marketing efforts in 2020 and beyond.

#1 – HBR IdeaCast by Harvard Business Review

HBR IdeaCast

Summary: Each week the Harvard Business Review’s podcast HBR IdeaCast explores expansive topics affecting digital marketers at all levels, featuring some of the world’s most successful business-people.

  • Hosts: Alison Beard and Curt Nickisch
  • Recent Topics on Tap: To Truly Delight Customers — You Need Aesthetic Intelligence, Melinda Gates on Fighting for Gender Equality, How Companies Like Google and Alibaba Respond to Fast-Moving Markets
  • Recent Guests: Melinda Gates, Scott Young, Sari Wilde
  • Episode Length: 20 – 45 minutes

#2 – The Science of Social Media by Buffer

The Science Of Social Media

Summary: Social scheduling platform Buffer hosts a marketing-related podcast called The Science of Social Media, and with a listening audience of more than 27,000, each week’s episode looks at a variety of social media-related topics from a diverse section of marketers and business professionals. Buffer also hosts the fine Breaking Brand podcast.

  • Hosts: Heather-Mae Pusztai and Dave Chapman
  • Recent Topics on Tap: Why social commerce will rule social media in 2020, The Complete Actionable Guide to Marketing Personas, A Crash Course in Building Custom Audiences for Your Social Media Ads
  • Recent Guests: Mari Smith, Matt Navarra
  • Episode Length: 12-20 minutes

#3 – Marketing Scoop by SEMrush

Marketing Scoop

Summary: SEMrush’s Marketing Scoop podcast looks at digital marketing news and offers a cadre of guests sharing knowledge about a variety of marketing topics ranging from search and email to customer relationships and marketing research.

  • Hosts: David Bain and Judith Lewis
  • Recent Topics on Tap: How do you recover from a Google Penalty?, What Works Best for Email Marketing Now?, What is the ROI of optimizing your local search listings?
  • Recent Guests: Duane Forrester, Chad White, Colin Gray
  • Episode Length: 20 – 40 minutes

#4 – Mixergy

Mixergy

Summary: The Mixery podcast features top leaders from businesses including Google, LinkedIn, Pixar and others, and offers a variety of inspiring ideas and stories on marketing and more.

  • Hosts: Andrew Warner
  • Recent Topics on Tap: Case Study: A virtual assistant company with a niche, How do you create company culture in an international business?, The $8 billion dollar software you’ve never heard of
  • Recent Guests: Craig Walker of Google Voice, Ryan Smith of Qualtrics, Ahti Heinla of Skype
  • Episode Length: 60+ minutes

#5 – The Digital Analytics Power Hour

Digital Analytics Power Hour

Summary: The Digital Analytics Power Hour podcast takes an informal look at the analytics side of digital marketing, featuring a strong lineup of industry guests sharing their latest insights and stories.

  • Hosts: Michael Helbling, Tim Wilson, and Jim Cain
  • Recent Topics on Tap: Neuroscience, the Customer Experience, and the Data Therein, Is Multitouch Marketing Attribution Dead?, When the Data Contradicts Conventional Wisdom
  • Recent Guests: Priscilla Cheung, Diana Lucaci, Yali Sassoon
  • Episode Length: 45 minute to over an hour

Bonus Podcast – 3M Science Champions

3M Science Champions Screenshot Image

As a bonus podcast that shows how B2B brands can benefit from incorporating podcasts into their efforts, check out our client 3M’s Science Champions podcast.

It has featured a variety of industry experts including Professor Stephen Curry, Department of Life Sciences at Imperial College London, Dr. Suze Kundu, Materials Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Associate Professor of Chemistry at American University.

Expand Your Own B2B Marketing Podcasting in 2020

With the insights you’ll gain by listening to the podcasts we’ve looked at from The Science of Social Media, Marketing Scoop, HBR IdeaCast, Mixergy, and The Digital Analytics Power Hour, your year ahead in 2020 can be filled with new inspiration and plenty of innovative B2B marketing ideas.

Looking for even more marketing podcasts? We’ve got you covered, with “20 Podcasts To Elevate Your B2B Marketing” and “10 More Marketing Podcasts To Boost Your Business.”

As B2B marketers, you’ll also find helpful insight about creating and marketing your own podcasts in the following five TopRank Marketing articles:

The post 5 Marketing Podcasts To Strengthen Your B2B Efforts appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.

1: Nearly a quarter of all listeners started in the past 6 months. (2)

2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)

3: 51% of the U.S. population over 12 has listened to a podcast. (2)

4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)

5: 22% of the U.S. population over 12 listen weekly (60 million). (2)

6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)

7: Only 3.1% said they listen less than they did a year ago. (3)

In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.

Podcasts continue to attract new listeners… And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Listeners Are Demographically Valuable

Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? 

The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. 

Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:

8: 50% of listeners under 35 have listened to a podcast in the last month. (1)

9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)

10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutes Marketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:

11: 76.8% listen to podcasts more than 7 hours a week. (3)

12: 61.2% spend more time listening to podcasts than watching TV. (3)

13: 52% of monthly listeners listen to the entirety of each episode. (2)

14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)

As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which…

Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting Click To Tweet

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning. 

People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode. 

Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise.  It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.

15: 74% say they listen to podcasts to learn new things. (2)

16: 71% say they listen to be entertained. (2)

17: 59% say they enjoy podcasts because they make them feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast. 

18: There are avid fans of business podcasts in 13 million households. (4)

19: There are casual fans of business podcasts in 52 million households. (4)

20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)

What’s more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.

Don’t Be (Pod) Cast Aside

The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.

Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.

Sources:

  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

B2B Podcasting: 20 Stats that Make the Marketing Case

20 Compelling Statistics About B2B Podcasting

20 Compelling Statistics About B2B Podcasting

Good grief, Josh, why can’t you shut up about B2B podcasting? Does the world really need another think piece, blog post, or webinar about the potential? Don’t people get it already?

I hear you, theoretical reader. And yet, I persevere. 

B2B podcasting today is where content marketing was a decade ago. It’s emerging as a marketing discipline. People are starting to get sophisticated about deploying and measuring podcasts. We’re seeing new tools to make it easier to launch, promote, and monetize. And despite the thousands of hours of audio out there already, there’s no sign that the market is satiated. 

I believe that if you’re not already thinking about podcasting for your B2B brand, you should be. But if my beautiful words can’t convince you, let the data tell the story:

B2B Podcasting: 20 Stats that Make the Case

These statistics come from five different reports, all released in the last year. When you look at all five together, the picture is clear: We’re nowhere near peak podcast, and brand content is the next frontier.

Podcast Listenership Just Keeps Growing

Podcasting is a growth medium. More people are listening now than ever before. But what’s truly impressive is how many listeners are new to the medium. Even though podcasts have been around since the early 2000s, they have only reached a mass market audience in the past couple of years.

1: Nearly a quarter of all listeners started in the past 6 months. (2)

2: Globally, 36% of the sampled population has listened to a podcast in the last month. (1)

3: 51% of the U.S. population over 12 has listened to a podcast. (2)

4: 32% of the U.S. population over 12 has listened in the past month (90 million people). (2)

5: 22% of the U.S. population over 12 listen weekly (60 million). (2)

6: 62.6% of respondents said they listen to more podcasts now than they did a year ago. (3)

7: Only 3.1% said they listen less than they did a year ago. (3)

In summary: Podcasts continue to attract new listeners to their existing audience of 90 million people monthly. And, most promisingly, those who listen are far more likely to add new podcasts than cut down.

[bctt tweet=”Podcasts continue to attract new listeners… And, most promisingly, those who listen are far more likely to add new podcasts than cut down. @NiteWrites #B2BPodcasting” username=”toprank”]

Podcast Listeners Are Demographically Valuable

Okay, so millions of people are listening to podcasts. But are these people a worthwhile target audience for B2B marketers? 

The answer may vary depending on your most valuable audience, of course. But most B2B marketers are interested in targeting millennials. A recent survey found that at least 73% of millennials are involved in product or service decision making at work, with 33% reporting they’re the sole decision maker at their company. 

Basically, if you’re trying to influence B2B purchases, millennials matter. And podcast listeners are disproportionately affluent, social media savvy millennials:

8: 50% of listeners under 35 have listened to a podcast in the last month. (1)

9: 41% of podcast listeners make $75k a year or more, compared to 29% of the general population. (2)

10: Podcast listeners are more likely to be active on social media across channels and more likely to follow companies and brands. (4)

Podcast Listeners Are More Likely To Follow Companies and Brands on Social

Read: How to Promote Your B2B Podcast

Podcast Fans are Devoted Listeners

According to Google’s 2018 benchmarks, the average time on page for content from most industries is between two and three minutesMarketers can certainly make an impression in that amount of time. Even fifteen seconds is valuable to a savvy marketer with a good hook and strong CTA. But podcast listeners spend a great deal more time with audio content:

11: 76.8% listen to podcasts more than 7 hours a week. (3)

12: 61.2% spend more time listening to podcasts than watching TV. (3)

13: 52% of monthly listeners listen to the entirety of each episode. (2)

14: 70% of listeners say that, at least sometimes, they do nothing else while listening to podcasts. (2)

As that last statistic shows, podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. Speaking of which…

[bctt tweet=”Podcast listeners aren’t the distracted, multi-tasking folks we might have imagined they are. If the material is engaging, they’re willing to devote their attention. @NiteWrites #B2BPodcasting” username=”toprank”]

Podcast Fans Want to Learn (In a Fun Way)

Back in the early days, podcasts were — in the best sense of the word — geeky. They were for highly techy types to share knowledge, teach and learn. While purely entertaining podcasts have seen plenty of success, at the root of it podcasts are an ideal medium for learning. 

People don’t just listen to podcasts for fun. The overwhelming majority want to feel smarter at the end of every episode. 

Think of all the subject matter expertise in your company. Now multiply that by the influential guests (e.g. your customers, prospects, and industry experts and peers) you’ll invite on to share their expertise.  It’s easy to see how a brand podcast can bring educational value to an audience that’s ready to learn.

15: 74% say they listen to podcasts to learn new things. (2)

16: 71% say they listen to be entertained. (2)

17: 59% say they enjoy podcasts because they make them feel smarter. (2)

74% of Podcast Listeners Listen to Learn New Things

The Business Podcast Market Is Ready for Lift-Off

There’s still a massive untapped market for helpful, informative business podcasts — exactly the type that B2B brands could develop, produce and promote. In fact, we can see that the ad revenue model for podcasting is expanding to include branded content. Right now, branded content is still a small percentage of overall podcast advertising, but it’s growing fast. 

18: There are avid fans of business podcasts in 13 million households. (4)

19: There are casual fans of business podcasts in 52 million households. (4)

20: Branded content has increased from 1.5% to 10.1% of podcast advertising since 2016. (5)

What’s more, podcasts offer a range of content marketing benefits, which can inform and bolster your broader digital marketing strategy.

Don’t Be (Pod) Cast Aside

The podcast boom continues unabated — and it’s grown from a strictly amateur platform to a sophisticated content marketing medium. B2B marketers who are creating any kind of audio content should consider podcasting as a channel to earn attention, deeply engage an audience, and ultimately drive measurable business results.

Ready to produce your own podcast? Check out our webinar on the 4 P’s of Podcasting.

Sources:

  1. Reuters Institute Digital News Report 2019
  2. The Podcast Consumer 2019
  3. Podcast Trends Report 2018
  4. Nielsen Marketers Guide to Podcasting
  5. IAB Podcast Ad Revenue Study for 2019

The post B2B Podcasting: 20 Stats that Make the Marketing Case appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog – TopRank®.


Source: SEO blog

10 More Marketing Podcasts To Boost Your Business

Podcasting woman image.

Podcasts are a great way to learn new marketing ideas and get fresh perspectives on boosting your business, and we’ve compiled 10 more of the best podcasts for B2B marketers right here, following up on our recent list of “20 Podcasts To Elevate Your B2B Marketing,” and “Now Hear This: 10 Digital Marketing Podcasts to Educate and Entertain.”

These podcasts offer marketing news and insight from the innovators behind some of the world’s top firms, as well as their own stories, plus tips and advice to take your marketing efforts to the next level.

Whether it’s examining emerging trends in B2B marketing or heartfelt stories of life’s business and personal adventures, the hosts and guests on these podcasts have plenty to offer, and we’re certain you’ll find something that strikes your fancy.

Here’s our list of 10 more diverse podcasts that will provide a fascinating array of ideas and trends to expand and improve your B2B marketing efforts, presented in random order.

#1 — The CMO Podcast

CMO Podcast Image

Summary: The CMO Podcast with Jim Stengel digs into the marketing and life challenges faced by today’s CMOs.

  • Hosts: Jim Stengel
  • Recent Topics on Tap: Agility: B2B with Purpose, Yoga for Marketing, How Big Brands Can Win Versus Story-rich Craft Brands,
  • Recent Guests: Lorraine Barber-Miller, Alicia Tillman, Ann Lewnes
  • Episode Length: 45 – 60 minutes

#2 — Ad Age Marketer’s Brief

AdAge Marketers Brief Image

Summary: Ad Age Marketer’s Brief takes a weekly dive into current marketing industry news, utilizing Ag Age’s cadre of marketing connections and reporters.

  • Hosts: Jessica Wohl and E.J. Schultz
  • Recent Topics on Tap: Hershey’s head of media dishes on Twitch and other digital plays, Pizza Hut’s brand leader: ‘We’re proud but dissatisfied’, When it comes to marketing healthy food, it’s all about using the right language
  • Recent Guests: Brent Montgomery, Charlie Chappell, Victor Lee
  • Episode Length: 25 – 30 minutes

#3 — The Cannes Lions Podcast

Cannes Lions Image

Summary: Offering creative marketing insight from some of the industry’s leading voices, The Cannes Lions Podcast takes the famed marketing event from a far-distant festival to actionable tips delivered on your own device weekly.

  • Hosts: Philip Thomas
  • Recent Topics on Tap: What exactly is great customer experience?, How can brands earn the right to be authentically part of culture?, Why is it so hard to prove the value of creativity?
  • Recent Guests: Monique Nelson, Michelle Melendez, Fernando Machado
  • Episode Length: 20 – 30 minutes

#4 — A Shark’s Perspective

Sharks Perspective Image

Summary: With more than 150 episodes, A Shark’s Perspective Marketing Podcast has featured many of the industry’s top marketers, including a recent in-depth conversation with our own CEO Lee Odden.

  • Hosts: Kenneth Kinney
  • Recent Topics on Tap: How Do You Make an Event an Experience, What Is the Human Element of Branding, What Do You Want Your Audience to Remember
  • Recent Guests: Dr. Carmen Simon, Ellaine Wellman, Lindsay Stewart
  • Episode Length: 25 minutes – 1 hour

#5 — The Big Story

Summary: Digital advertising insight and interviews are on tap weekly on The Big Story, AdExchanger’s podcast covering recent marketing news.

  • Hosts: Ryan Joe
  • Recent Topics on Tap: Amazon Gets (Ad) Served, The Fire That Burns Brightest, Layser Sights
  • Recent Guests: Stephanie Layser
  • Episode Length: 25 – 30 minutes

#6 — How I Built This with Guy Raz

 How I Built This Image

Summary: National Public Radio’s How I Built This with Guy Raz explores the innovators behind some of the world’s top firms and digs in to their stories.

  • Hosts: Guy Raz
  • Recent Topics on Tap: Angie’s BOOMCHICKAPOP, Yelp, Dave’s Killer Bread
  • Recent Guests: Dave Dahl, James Dyson, Angie & Dan Bastian
  • Episode Length: 45 minutes – 1 hour and 15 minutes

#7 — The Strategy Inside Everything

Strategy Inside Image

Summary: A strategy-focused podcast that explores marketing, business, and more — The Strategy Inside Everything looks to dissect a wide range of pop culture events.

  • Hosts: Adam Pierno
  • Recent Topics on Tap: You can trust Jasmine Bina, Learning strategy with Kevin Rothermel, Ana Andjelic on brands in retail, digital and luxury
  • Recent Guests: Jasmine Bina, Kevin Rothermel, Ana Andjelic
  • Episode Length: 30 – 50 minutes

#8 — Making Marketing

Making Marketing Image

Summary: Making Marketing by Digiday is a weekly podcast dedicated to learning marketing by exploring the stories of industry leaders.

  • Hosts: Gianna Capadona, Shareen Pathak
  • Recent Topics on Tap: National Public Media’s Gina Garrubbo: The golden age of audio is here, Foot Locker’s Jed Berger: ‘The marketing industry is in for a revolution’, Buffy’s Paul Shaked: There’s Facebook-first mentality in the marketing industry
  • Recent Guests: Gina Garrubbo, Jed Berger, Paul Shaked
  • Episode Length: 30 – 40 minutes

#9 — Business Unusual with Barbara Corcoran

Business Unusual Image

Summary: Offering weekly business insight, life lessons and motivation, Business Unusual with Barbara Corcoran features the “Shark Tank” star.

  • Hosts: Barbara Corcoran
  • Recent Topics on Tap: 8 Tricks To Build A Top-Notch Brand, The Secret Sauce To Raising An Entrepreneur, Time For An Attitude Adjustment
  • Recent Guests: Brian and Michael Speciale, Rick and Melissa Hinnant
  • Episode Length: 10 – 50 minutes

#10 — Akimbo: A Podcast from Seth Godin

Akimbo Image

Summary: Systems for actively changing our culture are explored weekly on Akimbo: A Podcast from Seth Godin.

  • Hosts: Seth Godin
  • Recent Topics on Tap: The hype cycle, Enrollment and possibility, Artificial Intelligence is Neither
  • Recent Guests: Tim Ferriss,
  • Episode Length: 20 – 40 minutes

What Are Your Favorite Brain-Boosting Marketing Podcasts?

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This list and the others we’ve researched only scratch the surface of the abundant marketing-related podcasts available. If you have a favorite that isn’t listed here, please leave a comment with your own top choices.

Finally, here are several helpful podcast marketing articles we’ve written recently, to help you decide whether a podcasting strategy might be a good addition to your own marketing toolkit.