The process of teaching and learning has changed radically over a few decades. Every organization is trying to incorporate new approaches to teaching to fulfill the need of the time. Nowadays, students prefer easy-to-access learning methods.
Long before printed notes were the most trending form of learning kits, learning through online study materials and live videos came into existence just before a few decades.
Even If you want to learn SEO, thousands of blogs and articles are written by experienced SEO professionals. But be honest, do you like reading every article till the end? I am not even sure if you are going to read this article till the end.
But what if there was a more straightforward process of learning? Though you don’t like reading an article, a soothing voice will definitely allure you. Yes, we are talking about podcasts.
Studies show that the listeners hang on to every word of a podcast, and that is why podcasts are extraordinary. But is this really possible to learn SEO through podcasts?
Well, why not? During the pandemic situation, the popularity of podcasts has increased. And there are thousands of podcasts with millions of episodes on apple.
But The Question Is What Is The Process Of Learning SEO Through Podcasts?
There are podcasts on different topics, and SEO is one of those topics. With the growth of that digital marketing industry, there is also a massive demand for digital marketers specialized in SEO. That is the probable reason why you can find many SEO courses over different educational platforms. Since people love listening over reading, SEO experts are trying to transform their teaching modules into podcasts.
If you want to learn SEO, you can easily find many SEO podcasts. But if you are new to this learning method, here is how to begin.
Choose The Podcasts With Good Star Ratings
On apple alone, you will find hundreds of podcasts on SEO. And it is tough to decide which one is the best to learn from. Fortunately, there are ratings, and you can judge a podcast by the ratings it has acquired. Always choose podcasts with more than four stars. While selecting a podcast, always make sure that you check the number of total ratings it has. More the number of ratings and the higher the rating, the better is the podcast.
Download Your Podcasts
To play and listen to podcasts, you need to have a good internet connection. If you want to learn SEO on the go, it’s always suggested to download a few episodes of the podcast so that you can listen to them even when you don’t have an active internet connection. Many people prefer listening to podcasts while driving. And learning SEO through podcasts while doing other stuff is really possible.
The best thing about podcasts is that you can listen to them repeatedly. Though you can listen to one podcast many times, we suggest you take a few notes if possible. Additionally, you can know about the inside content of a podcast by reading its description.
Apply While Learning
When you are learning SEO through a podcast, don’t keep listening to new episodes until you have applied what you have learned earlier. Remember that you will forget what you have learned if you keep on hearing and don’t try to get hands-on experience. Having practical experience along with learning strengthens your knowledge.
Undoubtedly podcasts are beautiful tools to learn from. Search engine optimization is highly on demand. And in every industry, there is an evolving requirement of search engine optimization experts. If you want to learn SEO, this is the high time to start. Browse through the best SEO podcasts and start learning right away.
You may already know a few people that make a living selling products online, we probably all do if the truth be known and if you are thinking of joining them, there is much to consider. Aside from choosing a product range, which is the most critical choice of all, there is the matter of digital marketing, something you simply can’t do without.
Here is our guide to setting up an e-commerce business.
Choosing Products – Needless to say, a lot of market research is required in order to be sure that the products are; a) in high demand and b) competitively priced. One has to be very objective when looking at potential products to showcase on your shopping platform; there should be no personal bias involved and you need to thoroughly investigate all of the competition. For a great example of a perfect product, check out the amazing freeze-dried wholesale fruit juice powder at JoozeJuice, which is healthy and very affordable when compared to fresh fruit juice. In a world full of synthetic flavourings and e-numbers, it is refreshing to see a powder form juice that only requires cold water and a quick stir!
Branding – Unless you are planning to sell someone else’s product, you need to create a brand and this is best achieved with professional help. Create a concept and the branding experts will shape your image, with a catchy name, logo and a nice colour combination; branding is something you need to get right first time out. The art director would present a portfolio of concepts for you to consider and with some dialogue, the right package will emerge. Fitness is a booming sector and despite the pandemic, gyms are offering virtual sessions to survive until we the back to normal.
Digital Marketing – There’s simply no way around this one; if you want to make your mark in the digital arena, you need the help of a dynamic SEO agency and with a one stop solution, you can have your e-commerce platform designed and constructed by web designers. Fast, responsive pages are a must, with high resolution product images and professional sales copy – your website is very much your shop window and should be viewed as such.
Cyber-Security – Customers are not going to give their financial data unless your site is secure, (denoted by the ‘https’ in your URL) and this is something your webmaster can arrange.
Logistics – You could probably get away with using your garage to pack orders at first, although if you are investing heavily in SEO services, you should expect healthy sales and that is where the third-party logistics company comes in. 3PL is a booming sector that powers the e-commerce industry and using their services means you don’t even have to see your products; deliver the inventory and your packaging to the 3PL warehouse and forward all orders via email.
Sectors to consider include health & well-being, eco-friendly products and natural ingredients, if a food, drink or health product. Start by putting together a comprehensive business plan and base your efforts around this, and as you progress, your concept will become clearer; invest in digital marketing and make sure your order fulfilment is covered and you should enjoy a degree of success.
Value realization is quickly becoming a widely used term across industries, but the concept is far from new. Despite its lengthy lifespan, this concept is often confused with value creation as businesses in various industries continue to adopt it. So, what is value realization and how can it work for you?
It’s vital that your business understand the differences between value realization and creation before beginning. Creation is an effort that produces a quantifiable benefit. Realization contains that same definition, but it accrues to a stakeholder. Easy to mix up, right?
An example of value creation would be a department within your organization creating greater efficiency for itself. Realization, on the other hand, would see that efficiency lead to increased profitability for the entire company in a very tangible way.
While creation might see a ten-percent reduction in a department’s operating costs, which is great, realization takes that to the next level. The finance team adjusts departmental budgets, the line management team reduces its spending, and accounting is showing reductions in the P&L. That’s value realization.
Now that you know what value realization is, how can you implement it? The first, and most highly recommended, step is to gather the right tools. There are plenty of top-notch enterprise value management platforms at your disposal that can see you through from start to finish. They’ll help you find your starting place, plan out metrics, and analyze results.
Those tools are also vital for the initial step of convincing your stakeholders. You’ll need to identify who they are as well as their interests, then help them understand any changes you plan to implement in a way that spells out what’s in it for them.
The easiest way to do this is to tell a story. Your story tells why the change should take place in an easy-to-understand way, builds credibility using the data collected from your tools, and is compelling enough to get stakeholders onboard. If you get stuck, stay focused on explaining the potential value realization for your company.
Telling the story helps clarify the vision of value realization while making it sound compelling, which it is. However, quantifying those benefits is how you speak a stakeholder’s language. Show the outcomes with quantified data, tie them to the metrics behind growth from revenue to customer retention, and pitch the increased profits.
You might want to showcase metrics such as average revenue per unit, cost per year, and gross production margin. However your organization currently quantifies data is how you should as well. So long as you tie them together with your mind’s image of value realization, you’ll do great.
Raise the Bar
Finally, it isn’t uncommon to see requests that initiate funding for programs, especially around the following year’s budget. Like the rest of them, yours faces the primary challenges of competing priorities and conflicting personalities. Making the pitch to stakeholders isn’t always easy, no matter the request. So, how can you ensure the benefits of your initiatives are realized by all?
The answer is in the term itself. Most of those requests focus on value creation, but your focus extends beyond a single department or even a handful. Value realization benefits the entire organization in a highly tangible way, raising the bar placed before your stakeholders. Stick with this concept, and you’ll find it more compelling in a stakeholder’s eyes than its competitors.
It is so competitive in the current business climate and many businesses are finding it very difficult to keep their heads above water. Due to the current predicament that the whole world finds itself in, business has never been more difficult and the high street is almost bare. People are still shopping, but they are usingtheirdevices and computers to search online for the products and services that they want. This means that your business needs to embrace the digital marketing tools that are currently available to you. Before you start telling me that these kinds of things are only for larger companies, you are completely wrong and smaller businesses are realising the importance of digital marketing. In fact, digital marketing is helping to level the playing field and it allows smaller businesses to compete with these larger ones, and some of the smaller ones are winning.
Digital marketing is a tool that can be used by any business both large and small, and if you don’t know where to begin, then have a look here at https://www.moveaheadmedia.co.th/services/seo/ to find out what exactly is available to you and how you can use it to its best effect. If you want your business to move to the next level and you want to use a marketing strategy that really works, then you really should turn to a digital marketing agency to help your business and to make sure that you are not one that has to close its doors. The following are just some of the many benefits of digital marketing.
* You can target customers – The old methods of marketing were never really effective and you were spending lots of money trying to reach out to customers who might not even be interested in the product or service that you currently have to offer. The Internet has changed all of that and now business owners can actually target specific customers that have shown an interest in what they have to offer. Digital marketing allows you to connect easily and quickly to these potential customers and hopefully turn them into long-term ones. There are many industries that thrive on digital marketing and they have increased their customer base and profits by as much as thirty per cent.
* It saves you money – As a small business, your budget is probably quite limited and so you need to be careful about what you spend it on. Digital marketing allows you to get the results that you want but with the bare minimum of expense. You just need to have a strategy and a goal, and use the many digital marketing tools that are at your disposal to attract new customers. Social media is where most people are nowadays, and people readily admit to checking their social media account a minimum of five times every day. This means that you can reach out to these people every time they use their device and surf the Internet. There is lots of free government advice out there with regard to digital marketing and how it can help you business. If you would like to learn more, then please have a look here.
If you are a small business and you don’t want to be left behind, then you need to embrace everything that digital marketing has to offer. Do it today before it’s too late and your competitors are racing ahead of you.
Creating content is a huge part of marketing in today’s digital world. Consumers are far pickier than in the past in regards to the content they spend their time reading or listening to. Podcasting is a great way to create in-depth content at a reasonable price. A podcast can go further in-depth on a topic than a piece of written content can. Written content can take days or hours to produce when compared to a few hour podcast. Podcasting is a great way to establish a business as a thought leader on a specific subject. The following are tips to create a company podcast that improves the reputation of your business.
Only Cover What Your Expertise Are
A home improvement professional talking about bathtub refinishing is an example of sticking to your expertise. This same professional might not be well-tuned in digital marketing which is perfectly fine. Make sure the content is relevant to your business and expertise can truly shine. You know what topics you can talk about with an expert tone so take advantage of your current knowledge.
Invest in Quality Editing Software
Your company podcast is not something you want to skimp on. You want to have great recording equipment and editing software. The podcast can come out like you have been doing them for years. Most of this equipment/software is not extremely expensive as technology has improved immensely over the last decade. Some celebs just do their podcast on their computer with minor edits to be done to reduce feedback or scratchy sounds. This can be a one-time investment and you will be able to generate quality content for years to come.
Take Questions From Listeners
Engaging with listeners can be done live or on a weekly basis. Answering these questions can build a sense of community among listeners. Bill Burr is a famous comedian that was one of the first to adopt a podcast that he does regularly. A number of listeners write to Bill and he answers their question in one of the most popular parts of his podcast. This can allow content ideas to be generated easily which can be difficult after doing a podcast long term.
Bring on Relevant Guests
Bringing on the right guest in your industry can work wonders for your company’s reputation. The other positive aspect of this is that the guest will likely promote the podcast on their social media channels. Outreach to these guests should be customized as industry giants receive invitations on a weekly basis. You should have a template of what will be discussed as certain guests might go off on irrelevant tangents. Create a list of guests that you would like to invite and see if they are willing to join the podcast. They can even do this remotely as social distancing is still a priority all over the world.
Hosting a podcast weekly can help generate massive amounts of content. This can be in addition to your regular content marketing efforts. Transcribing these podcasts can make them easily searchable and improve your SEO rankings.
In today’s market, nearly every business can benefit from having a digital presence and a social media campaign. But there are some companies that consistently use the reach of digital media in very effective ways. Some companies have discovered that producing content for the internet creates a significant return on investment. Especially companies whose product or service is more nuanced or complicated than others. For example, sporting goods companies can outfit celebrities in their gear and have their logos go out on national broadcasts and get great exposure. This isn’t so easy when you are a law firm or a dentist. But blogging and social media provides opportunities to get specific and show arguments and evidence of their benefits. Here are some industries that benefit the most from digital marketing.
Lawyers: Lawyers and law firms used to rely heavily on referrals because the nature of their business is not well suited to advertising. But with the advent of the internet, lawyers have learned how to present their case, so to speak, to a large audience. Lawyers are obviously skilled at making arguments, with blog sites and well-crafted digital media from SEO company experts, They have found a great platform to work from.
Doctors: The medical industry suffers from some of the same issues as the law field. The things they do aren’t suited for TV or newspaper advertising. But some of the things they do are very interesting and on the right format the health industry has found many ways, including podcasts to educate the public to procedures and services.
Food Industry: The food industry has made good use of traditional advertising for a very long time, but this did not stop them from discovering the benefits of the digital market, to further their message and do their best to stay ahead of the competition. There have been some entertaining exchanges between fast food giants on Twitter in the last couple of years.
Health and Wellness: The health and wellness industry has done a very good job of reinventing themselves on the internet and they have created a huge industry. Google searches on health and wellness generate massive amounts of hits and the annual global market share is now 4.75 trillion. People are obviously very concerned about their health these days. Video blogging, and Facebook profiles have proved to be very popular in promoting wellness and health related products.
Real Estate: Real estate agents probably wonder how they ever did business before the days of the internet. These days everyone uses the web when looking for property. The convenience, compared to driving around and talking with owners, is night and day. If there wasn’t an internet, real estate agents probably would make one. Because it is so suited to the business.
Nearly any business can benefit from having at the least an online presence and an informational page, not every business can depend on it exclusively though. There are some products that must be seen or tested, and some services are so traditional, they exist only by word of mouth, But for everyone else. The digital marketplace is everything.
The podcast has been around for quite a few years already, and many small business owners are unaware that podcasts can be a very effective way of attracting customers, something we will be discussing in this article. One thing that podcasts are great for is educating the listener, indeed, many companies have a regular podcast when they invite an industry expert to talk about various aspects of the field.
Podcasts can be
used in many ways, one is to talk about new and innovative products, and as
podcasts reach out to many people, this can generate enough interest for the
listener to actually visit your website with a view to placing an order. If you
are interested in other ways to promote your business, talk to your local SEO agency in Bristol, as they would have many strategies they
can employ to boost web traffic.
Way to Reach your Target Audience
It costs very
little to set up a podcast, and once you have the microphones, you are pretty
much good to go, and you can air the podcast either on your company website or
one of your social media platforms. Setting this up is very easy, you only need
a suitable guest and an interview script that outlines the content of the
podcast. Here are a few of the ways that podcasts can help your business, which is a very informative read.
In the event your
podcast is a success and you attract many listeners, you can actually find
sponsors who will pay a good price to have their ad go out during your podcast.
This might take a few years (look at Joe Rogan) but if you have the right
calibre of guests and you are good at hosting, you can generate a large
following and that’s when companies will wish to have their ads aired on your
A podcast is the
perfect platform to introduce new and exciting ideas, especially if your
business involves new technology, and if you select the right people to have on
your show, you can attract a lot of interest. Of course, not all the content
has to be business related, and you could invite musicians and other
celebrities to chat with you about a range of topics. If you spend some time
thinking about what topics would be of interest to your customers, then you can
plan your guests accordingly, and if the chemistry is right, listeners will
refer their friends to your podcast. Here are some UK podcast guidelines to
ensure that you are compliant with government policies regarding the
broadcasting of podcasts.
There are a lot of
free resources online that will help you to gain a deeper understanding of
setting up a podcast, and you can use this knowledge to create a podcast that
has all the elements for success. Of course, a lot of planning needs to be
done, and by choosing topics that are industry related, you can educate your
listeners while also giving them some enjoyment.
Just another podcast might feel like unneeded noise in the sea of content that already exists today. That’s certainly what Tim Yeaton, CMO of Red Hat, initially thought when his team proposed they start an in-house podcast called Command Line Heroes. He was skeptical at first: “I’m there thinking, I’m not sure about podcasts as a form factor anymore because video is dominating.”
Despite his reservations concerning the medium, Yeaton gave his team the go-ahead, and since then, the podcast has become a huge success. After just two seasons and 15 episodes, the podcast had over 45K subscribers, over 800K downloads, and an audience retention rate of 75% per episode, snagging both a Shorty Award and a Webby nomination in 2019.
Numbers like that quite the accomplishment
for a medium that many perceive as obsolete or unpopular, and they are a sure
sign that podcasts are an incredibly effective content tool that B2B businesses
can use to stand out as a category leader, grow a loyal audience, and ultimately
down the line.
In fact, CMO Richard Jones of Cheetah Digital thought
podcasts were so important that his growing marketing team has developed not
just one podcast, but three: Thinking Caps, Uncaged Wisdom, and PULSE. Knowing that B2B
marketing content is typically dry and lacking in variety, Jones is trying to flip
the switch with podcasts and “B2Cify” their content mix: “There is
no better tool in content marketing than having happy customers telling stories
around how you were able to overcome challenges and deliver business outcomes.”
The first order of business for a B2B brand
thinking of starting a podcast is to look at your audience. Next, brainstorm
and explore category-specific topics, thought leadership, and look for success
stories within your own customer base—essentially, you want each episode of
your podcast to directly address and provide possible solutions to challenges that
your audience may face.
For example, Workspan’s podcast, Ecosystem Aces, focuses on interviewing businesses
leaders who manage partner ecosystems. Hosted by Workspan CMO Chip Rodgers, and
with 100+ episodes (and counting), the podcast’s micro audience can benefit
from hearing what’s worked for others and what hasn’t for others in the space.
On top of providing access to useful,
targeted content, the podcast has also contributed to an interesting dynamic with
guests that’s great for business: if the guest is a customer, Workspan gets to
showcase their vision and thought leadership, and if they aren’t a customer,
Workspan gets to have a conversation with them—one of the first steps of relationship-building.
“We’re very careful not to all the sudden
turn it into a sales opportunity, that feels like a bait and switch,” Rodgers explains
in an interview about
cultivating customer champions, “but I think that, through that process, you
learn about the company, you learn about the things they’re working on and some
of their challenges so that then, down the road, there’s a chance for a
conversation to say: ‘Oh, well, you talked about this, maybe it’s something
that we can help with.’ It becomes a more natural conversation around ways that
we can help each other.”
It’s possible to take this one-to-one approach at relationship building a step further and turn it into a community. On Renegade Thinkers Unite, the founder & CEO of marketing agency Renegade LLC, Drew Neisser, interviews a new CMO every week and they discuss all things marketing, from brand strategy to CMO superpowers. When the COVID crisis hit, Neisser reached out to his CMO guests and invited them to weekly “CMO Huddles,” virtual meetups where marketing leaders could gather to share their thoughts, challenges, and solutions in real-time, which have proven extremely valuable for everyone involved.
Building a community to share knowledge and showcase customer success is one of the best reasons to consider podcasting, there are a few more. The treasure trove of CMO insights on Renegade Thinkers Unite has served as a foundational research tool for much of Renegade LLC’s marketing content, including their recently published report that responds directly to the challenges posed by the COVID pandemic: 6 Ways to Drive B2B Demand Generation in a Downturn.
It’s also been useful for SEO purposes—with Google set to make audio crawlable in the near future, episodes will become crawlable and indexable, giving them even more punch than ever before as they are the natural, authentic conversations that Google’s evolving algorithm tends to reward.
If anything, starting a podcast is a bold marketing experiment with low risk and the potential for great rewards. As Drew Neisser says in his interview with Tim Yeaton about the success of Red Hat’s podcast, “Just remind yourself to be experimenting, to have the courage to try new things. What was the worst that happened if the podcast didn’t work, really? You wasted some money. The risk was kind of modest.”
Technology has embedded itself as a part of our everyday lives in a variety of great ways. From staying in touch with friends and family to having new knowledge at our fingertips 24/7, technological advancements can often cause us to feel like our options are limitless. It seems like every day we have a new, more advanced way to do something in a more convenient, effective way. One such advancement is in how we learn. While sitting down with a book or even looking up a concept on a computer can be difficult in our fast-paced lives, listening to a podcast has been an innovative tool to gaining new knowledge.
Dave Pascht knows the importance to continue learning throughout your entire career and how difficult that can be when you’re on the go. As one of the leaders in the digital marketing field, he finds it crucial to take every opportunity to learn. Podcasts are great because they allow you to otherwise unproductive time with an opportunity for growth. Whether you’re in the car, in the shower, or on a run, podcasts are a great way for experts to share knowledge to anyone interested in learning from them which is why Dave Pascht is sharing his top podcast picks for digital marketers.
Marketing Scoop Podcast hosted by Laura Morelli takes a deep dive into marketing on a case by case basis. Ever wonder how big companies like Google, Ikea, and Uber have made a name for themselves? Explore how these brands and more grew from the ground up and kept their status through the highs and lows. Marketing Scoop is a great look at the true to life paths of marketing success stories.
The Marketing Companion is an in depth look at digital marketing through the lens of Mark Schaefer and Brooke Sellas. Experienced in both marketing and comedy, the duo making learning how to expand your digital platforms more accessible and enjoyable. No one said that learning had to be dull and The Marketing Companion puts a fun spin on digital marketing!
Blogging is one of the original and still widely used digital marketing platforms. ProBlogger Podcast looks at how to increase your brand’s exposure from the ground up, touching upon a variety of vital topics to the budding or established blogger.
CopyBlogger hosted by Tim Stoddart and Darrell Vesterfelt brings in rotating guests to give you a variety of viewpoints on how to best run your digital marketing campaign. With a lineup of professionals, you get a fresh take on digital marketing in every episode.
Hosted by Amy Porterfield, Online Marketing Made Easy Podcast goes into how to market your brand whether you’re new or simply looking for more sensical, simplistic ways to expand your brand. Online Marketing Made Easy is a great go-to podcast for anyone looking for the simple answers, fast!
Are you interested in learning more about how to expand your brand via digital marketing? Learn more about Dave Pascht and the 2020 digital marketing trends here.
quite a lot to be said for the informal tone of a podcast. The
oft-conversational format resonates with most listeners and is easily consumed
(without being too much of a burden on one’s schedule). Naturally, the format’s
exploded in popularity—it’s not quite as casual or tune-out-able as music, not
quite as attention-demanding as documentaries or similar visual mediums, but
ultimately can still be an engaging and information-rich experience. Given the
format, there are some interesting opportunities for secondary content
generation in the wake of a podcast, such as white papers or various reports.
example of this in practice is the comprehensive guide to B2B brand strategy
recently published by Drew Neisser, CEO & Founder of Renegade, a NY-based
marketing agency. The podcast in question—Renegade Thinkers Unite (RTU)—has
been a project of Drew’s for a few years and, given the weekly release schedule,
has resulted in a few hundred chief marketing officer interviews. Now, the
biggest mistake one could make when sitting on a treasure trove of CMO wisdom
such as that would be to just let it idle in cyberspace. That said, a core goal
of the podcast is to help inform Renegade’s modus operandi—as such, with a
little help from a few tools, something relatively informal can be distilled
into research usually tied to more academic studies—highlighting that the
conversational approach to understanding marketing belies how valuable the
conversations of a podcast can be. To understand the process of podcast
distillation, we’ll first take a look at the basics of setting up a podcast,
successfully rolling it out each week, promoting it, and then converting it
into actionable research.
Before breaking down at the “how” let’s take a closer look at the “why.” Recently, Drew & Renegade published the ’12 Steps to an Effective Brand Strategy in 2020’ special report. Though supplemented with a CMO survey, the RTU podcast was foundational in crafting this. The easiest way to get a sense of how a podcast can be broken down into vital information is through the RTU example. After spending time collecting information from the podcast, and organizing it (a vastly underrated step), Drew found that guests’ successes highlighted a few categories of productive behavior for marketers—this would be the basis of the report. For example, section 3 of the behemoth report focuses on purpose-driven marketing, and why it is absolutely crucial in the modern business era. Specifically, Drew cites the phenomenal example of Bank of the West’s purpose-driven marketing that was extremely risky, potentially financially draining, but ultimately wonderfully successful. That particular example, which serves as a thematic lynchpin for the section, was uncovered in a discussion with Ben Stuart, CMO, in an interview that predated the report by roughly a year. However, there was quite a bit more that went into forming this section than the sole, quoted episode. Drew’s fascination and commitment to brand purpose, while longstanding, picked up considerably in a separate podcast interview that occurred before Ben Stuart’s, with Leela Srinivasan of SurveyMonkey. Later on, Drew built on those first two discussions by exploring how purpose-built up a massively successful tech company through creating customer communities in a later interview with Tim Yeaton of Red Hat.
The point here is, a distillation of these interviews helps identify patterns, that can be factored in into later discussions, and can ultimately create multiple interviews that all provide relevant perspectives which can be plotted out to form a pretty amazing case (and how-to guide) for implementing purpose to boost your brand’s marketing efforts. If you’d like to get a better sense of how exactly it manifested, it’s worth taking a quick look at the linked episodes, and then taking a look at the fingerprint they left on the report—all the content is ungated as well. Now, let’s take a look at an overview for how the podcast is made, and how the information is organized.
First, the basics: a microphone (or two) for in-person interviews. A lavalier microphone that can be attached to a shirt collar can be quite helpful and can be found relatively inexpensively online. However, in-person interviews, especially when the guests are often busy, can be difficult to schedule. A simple solution is to employ an online conferencing software. A video chat service can be a huge boon when navigating stuffed schedules and can still create a face-to-face environment conducive to casual, candid conversations—which is crucial. Furthermore, most platforms allow for audio recording, making it easy to come away with clear, editable audio, even if you both aren’t in the same room mic’d up. For Renegade Thinkers Unite, Drew leans on zoom.us, which offers competitive video conferencing, clear audio quality, and cloud storage for recordings. Once you’ve got raw audio, some basic software (such as Garageband) will more than suffice for cutting out any extraneous bits of the interview. Once episodes have been edited, you can create basic graphics—Drew recommends creating an easily tweakable photoshop template where guest pictures and key episode information can be subbed in each week. Check out the visuals on their episodes here for reference. Then, following that, select a podcast syndication platform that can publish your mp3 to major channels each week. RTU uses Libsyn, and publishes to just about every major podcast platform.
the basic production of your interview itself, you’ll want to create
transcripts. For Renegade Thinkers Unite, the audio from each episode is
uploaded to Sonix, AI-driven software that creates
rough, readable transcripts. Though somewhat tedious, the editing down of these
transcripts is crucial, as it gives you a written, easily referenceable and
searchable record of information. Each week, RTU cleans and edits podcast
transcripts, then condensed them down to inform key takeaways. The distillation
process reveals crucial thoughts and opinions from marketers, that can then be
considered in the context of other interviews. This helps identify
correlational trends in marketing that can be the basis of substantive
research—this is really where the gold flakes start revealing themselves in the
panning process. Another pro-tip: Drew’s portions of the transcript get edited
down significantly and are rewritten to highlight the key question (and key
topics) being discussed—this helps improve how quickly different answers from
different podcasts can be connected (especially once you’ve accrued somewhere
far north of 300 interviews, like Drew!).
Over time, you’ll develop a catalog of searchable interviews that will certainly contain a wealth of information waiting to be mapped out and organized. That is, provided you stick one overarching theme (such as marketing). Interviewing one guest about the subtleties of medieval political structures and another about the mechanics of Larry Bird’s jump shot, while certainly interesting, won’t do much to reveal any larger patterns about basketball or political systems. A data set needs multiple data points, after all. Now, you’ve got the basic skeleton of how to create and publish a podcast, and then how to organize it so you and your team can sort through and start pulling crucial business insights from engaging conversations. Now you’ve just got to select your subject and start messaging guests you’d like to interview.
notably reachable and eager to share his wisdom on marketing and
podcasting—should you find yourself with any other questions about the
podcasting process, or B2B marketing, you can find him on LinkedIn here.