INSIGHTS
Podcasts give people a bona fide excuse to talk with you. As you build your library and find your stride, more people will say yes, as will bigger names. But it isn’t an exercise in clout-chasing. Conversations are where learning takes place for the host and the guests, not just your listeners.
Make sure your sales team is truly engaged and enabled: While we converted one of our guests later in the season to an industry influencer who opened a few doors to his network, we put this into market during a tumultuous season for the sales team. No one was picking up the leads and guests who hand raised to learn more about or technology.
Commit to the project for more than 7 episodes. Give the channel time to build traction and a following by distributing, distributing, distributing.
Podcasts are content mines full of golden nuggets large and small. And the podcasts plus their nuggets are virtually evergreen. If your conversations are meaningful and your guests have a credible or provocative point of view, they can be worth the focused investment.
From a hyper-tactical perspective, in a technical podcast, expect to have to proofread and correct your AI-generated transcripts (even when you use a quality service).
Collaborators
Tim Zonca, VP of Marketing (show host)
Anders Maul, Head of Product Marketing (Brand name)
Alexandra Schwarz, Designer (Brand artwork)
Caroll Casbeer, Head of Growth (Operational logistics)
Enya Chiu, Multimedia Producer, Tibbets Creative (Audio and video production)
Deliverables
7-episode podcast season content plan
transcripts
show notes
companion blog posts
social media posts
YouTube videos
Standard operating procedures (SOP) documentation
Guest communications and coordination
Contributions
Ccntent strategy, editorial planning, copywriting, copy editing, QA, project management, materials sourcing, vendor management
Check out the episodes on Spotify or Apple podcasts
BACK STORY While the company struggled to find product-market fit and the company was between senior sales leaders (again), we took the initiative to to get to know potential customers better, test potential use cases, hear more about what problems were living in their businesses, and how they envisioned the future of B2B data sharing technology. So, we created podcast called Circles of Trust. The podcast was one-part market research, one-part brand building, one-part domain authority establishment, one-very-hopeful-part-ABM play. We made it through 7 episodes before the project ended when the internal sponsor and podcast host, our VP of Marketing, stepped into a new role at another firm.