Leveraging the podcast throughout your marketing
Nathan: How do you roll your podcast into your other marketing efforts? What are the other benefits to something like that?
Mike: Right now our podcast is really the driver of our internal marketing efforts for Veracity. We are doing other things, but it is the lead of what we’re doing. I mean it drives a lot. It drives our podcast. And then that drives a lot of the blog content that we’re putting out there. It provides content for our email newsletter. It provides content for our social media that we’re putting out. There’s a lot.
Amy: For some reason we came up with the idea that we would do this podcast every other week. That is two podcasts per month, which means that’s two blog posts per month. If you’re already doing a podcast, you might as well get some link juice out of it somehow. But you don’t have to dig in and spend five hours on the blog post. You could just summarize it.
What’s your advice to others considering starting a B2B podcast?
Nathan: Any other advice out there for a business considering starting their own podcast?
Mike: If you can, hire someone to do it, or at least someone to help you with it. You probably want to be the one conducting the interview. But the things that you can do to offload some of that stuff probably helps a lot.
The other thing is really think about why you’re doing it. And one of the things that really surprised me, was how many podcasts fail quick. I don’t remember if it was if you get to five episodes or 10 episodes, but 90 percent of them don’t. So to me, what’s the point in starting it if you’re not going to at least have it live for a while. So really think about whether it’s something you want to commit the time, energy, effort, and money towards doing.
Amy: My tip would be the opposite of that. Because I think if you think about it, you don’t do it. So, I think, who cares if you fail? Just try it. You might find a new career. You might find a new passion. There’s nothing wrong with starting something and dropping it if it’s not working. I think what would be negative is not trying something because you’re overthinking all the steps. Just sometimes that will hold you back. Just launch in and experiment.
Mike: That’s true. Just don’t listen to our first three episodes if you’re an audiophile. If you’re not, listen to ’em.
Amy: I think the audience warms up to you. So you’re going to get better with time. And if the episodes that they’re listening to that are more recent sound good, and then they like you, and then they go back to the early days where you were just learning, they’re going to give you a lot of leeway.