how to develop a winning business podcast

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How-To Build Transformational Organization-Wide Marketing

Bernie Borges

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TopicsWhat is a Podcast?

Why Podcast?

Podcast Strategy and Format

Tools/Gear

Logistics

Promotion

Measurement

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WHAT IS APODCAST?

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On demand audio content

Subscribable through RSS feed

Accessible through:

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WHYPODCAST

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Part of your

content

marketing

mix

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Easy for people to

consume on the go

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of Americans have

listened to a podcast at

least once

33%

of Americans listened in

the last month

17%

http://www.edisonresearch.com/wp-content/uploads/2015/06/The-Podcast-Consumer-2015-Final.pdf

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Podcast listeners more

likely to follow brands

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Thought leadership

Brand building

Lead generation

Launch a new initiative

GOALS

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People listen to niche

content

Focused in the moment

Intimate, 1 to 1 commitment

A private chat with your

listeners (external or

internal)

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Blog posts

Show notes

SlideShare

Images

RE-PURPOSE

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IMAGES

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Think beyond downloads

Track CTA click throughs

Develop a purchase path

Drive traffic

Compare to other sources

of traffic

Any download you can

measure

Drive sales via unique

URLs

Evergreen content

DRIVE CONVERSIONS

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PODCASTSTRATEGYFORMATS

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DETERMINE YOUR

TARGETAUDIENCE

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CHOOSE A TOPIC THAT

ENGAGESTHEM

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SHOWFORMAT

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One guest – 20-30 minutes

Panel format – 45-50

minutes

2-Person co-host format

Solo format

INTERVIEW FORMAT

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Branding

Planning

Calendar

Production

Promotion

Measurement

PODCASTINGBEST PRACTICES

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Show title

Show

description

Artwork

Show hashtag

Social media

header images

Dedicated

website

BRANDING

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Online

Marketing

Made Easy

Amy

Porterfield

Social Media

Marketing

Mike

Stelzner

Social Pros

Jay BaerPNR: This

Old

Marketing

Pulizzi &

Rose

Social

Business

Engine

Bernie Borges

PODCAST EXAMPLES

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TOOLS/GEAR

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Record through a

smartphone and an app

Boss Jock Studio (iOS) =

$10

Spreaker Studio (Android)

starts at $15/month

Microphone $60 to $500

Noise canceling

headphones

Editing software

Skype or Blab

RECORDING DEVICES

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Camtasia (Mac/Windows)

- $99

Audacity (Mac/Windows)

- Free

Garageband (Mac)

- Free

Audio Hijack (Mac)

- $49 Camtasia Screenshot (Flickr)

EDITING

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LOGISTICS

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Google

Drive

Trell

o

Teamwork

Each episode requires

advanced planning

Conduct research before

you record

Prepare guest bios

Intro & Outro

Ad Spots

Never rush a podcast

PLANNING

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Record at least 3 episodes

Pre-announce it

Promote it on social media

Giveaway Landing page

LAUNCH

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Weekly

Some monthly

Stick to a schedule

Tools: e.g., ScheduleOnce

Frequency

SCHEDULING

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Quiet room

Silence your phone

Turn off notifications

Prepare your guest

AUDIO QUALITY

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Blubrry

Libsyn

Spreaker

SoundCloud

Buzzsprout

Pushed to iTunes & Stitcher

MP3 File Type

Transcription Tools, e.g.,

Rev.com

PODCAST HOSTING

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PROMOTION

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Traditional SEO

practices

Rich and helpful

content

Include keyword in title

Make headlines

relevant

Add a transcript for

each episode

Distribute through all

social media

Custom image for

each episode

Use short links

Mix up posts across

social networks

Email weekly

updates/ newsletter

Ask for reviews

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#sbeshow

@ mentions

Comments & Shares

Listicles

iTunes reviews

MONITOR FEEDBACK

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MEASUREMENT

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Intro

Outro

Commercial message or sponsor spot

Co-Host

CROSS PROMOTE

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Takes time to build

Audience needs to know you’re

legit

They need to build trust in your

show

Consistency is key

Audio quality counts

AUDIENCE

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Downloads

Traffic to show notes

Conversions on CTAs

New opportunities

Thought leadership recognition

METRICS

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FREEBIES

Scheduling Guide Preparation Guide

http://www.findandconvert.com/smss-2016

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with Bernie Borges

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bernie@findandconvert.com twitter.com/bernieborges

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