April 10, 2023 Content Chat Recap: Why Podcasting Is a Smart Content Marketing Investment

A Content Chat header image that says today’s topic is why podcasting is a smart content marketing investment, with guest A. Lee Judge who is @ALeeJudge on Twitter.

“Right now, one of the hottest types of content is podcasts, both audio and video. Being focused on B2B, my current crusade is to inform everyone that B2B or business podcasting is different. All the numbers we hear are mixed together—everyone from someone who started their podcast on their phone to Joe Rogan—which doesn’t give a clear picture of where you should be heading for your business podcast.” – Lee Judge

In this #ContentChat recap, Erika joins Lee Judge, co-founder and CMO of Content Monsta, to discuss why podcasting is a smart content marketing investment and how to build a successful B2B podcast. They cover everything from the benefits of joining or starting a podcast, common podcasting mistakes to avoid, ways to measure your podcasting ROI, and more.

Read through a few highlights from the conversation below, and listen to the full recording here.

Q1: Why can it be beneficial to join a podcast, both from a brand and personal thought leadership perspective?

“We always need more articles and website content. How do [marketing teams] make a longer ROI on their white papers or research? Podcasts allow you to take all of those [content assets] and multiply the amount of content your company can put out. That, of course, multiplies the number of touches you have with your potential customers.” – Lee Judge

Joining a podcast can boost your brand awareness, help you build authority and thought leadership, and can even assist with lead generation.

A1: Benefits of joining a podcast – Brand awareness, Build Authority, Thought Leadership, Boost Content Output, even Lead Generation #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A1.2: Additional benefits of joining a podcast – reach potential customers, meet industry peers, expand your reach #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

Podcasts are especially effective for building a personal connection with your listeners.

A1: Podcasts give you a unique opportunity to share your expertise in an approachable, conversational manner. There’s a personal connection you make with a listener who hears you that’s different from other channels. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

A1: There’s a reason why podcast listeners often say they feel like they’re hanging out with a friend when listening to their favorite shows. Podcasts are incredibly effective for showcasing your personality and building trust/respect with your community. #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

Further, some of your community members prefer podcasts because they can listen to them from anywhere.

A1: A podcast offers the ability to interact with your content in a way that may be more effective and convenient for your audience.#ContentChat

— Sweepsify 🎈 (@Sweepsify_) April 10, 2023

Q2: How should a marketing team assess a potential podcast opportunity to decide if it’s the right fit?

“If you’re looking at creating your own podcast, you want to make sure that you have information that your potential customer or existing customers need to hear or understand better, especially if you are in a demand generation scenario.” – Lee Judge

If offered to appear on a podcast, review the podcast’s audience to ensure they have similar—but not the exact same—needs as your primary community.

A2: To assess a potential podcast opportunity, look for podcasts with audiences with similar, but not the same needs. Audiences that need your services and where you aren’t competing with the host #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A podcast is not a one-off campaign. If you can’t make an ongoing investment—often without a clear ROI for several weeks or months—then it’s best to be a guest on other podcasts instead of starting a new one.

A2: A podcast is not a one-off campaign—it needs to be viewed as an ongoing commitment between your brand and the listener community you build. If you can’t make that investment, being a guest on other people’s podcasts is a better fit. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

Research a podcast host to ensure their branding and public statements are in line with your brand identity and values.

A2a: Something I encountered recently with a client: research the show’s host(s) to ensure their content (social media posts, email newsletters, blog posts) is acceptable to your brand standards. #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

A2b: In this case, it was tricky because the podcast was hosted by a legitimate and well-respected industry organization, but its host had recently made many political statements on some of their channels. #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

Q3: What should a team prepare for when starting a new podcast? Are there any red flags to be aware of that indicate you may not be ready to launch your own podcast?

“We’ve had clients come to us and say ‘we just want to do one or two episodes to test it out’ or ‘we want to do a five episode series.’ And our response to them is that ok, you’re doing audio content (which is great). It’s not a podcast, however, so don’t expect listeners to grow or try to use podcast statistics to meaure your results. It is great for audio content and it is great content marketing, but I wouldn’t call it a podcast.” – Lee Judge

A podcast requires a significant investment to sustain. From a team resource standpoint, you’ll need an executive producer, host(s), outreach manager, audio/video editor, writer, repurposer, and social media manager. If you do not have this on-staff talent and cannot afford to outsource, then you are not ready to start a podcast.

A3: Always understand the roles needed to launch a podcast – Exec Producer, Host, Outreach Mgr, Audio/Video Editor, Writer, Repurposer, SoMed Manager #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A3.2: A red flag that you are not ready is if any of these roles (in A3) are not covered or if you don’t have the resources to hire an agency to cover those roles #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

If you’re considering starting a podcast, start a list of potential episode topics and guests. If you have a hard time coming up with ideas, then you may need to do more research before starting your podcast. Additionally, you need a host whose schedule can support podcast planning and recording.

A3: Are you having a hard time coming up with podcast topics or guest ideas? Is your host not able to squeeze you into their calendar regularly to both plan and record podcasts? Both of these are big red flags that you are not ready to start a podcast. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

A3: Reiterating the bandwidth conversation here – it’s so important! It isn’t something you can just crank out and forget about. I also like to build out a schedule of guests in advance to make sure you have enough podcast content in the hopper. #ContentChat

— Melanie Graham (@mg_content) April 10, 2023

Be clear on how you will measure your podcast success. Remember that most shows do not show a clear ROI for several weeks or months, if not years.

A3a: Starting a podcast takes a significant amount of time and effort. You need to be ready to invest resources without an immediate ROI because it will take weeks/months/years to build your podcast following. #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

A3b: For a previous client we started a podcast and blog series interviewing industry peers about their approach to financial management. It was effective for relationship building and started to widen our circle, but then the entire marketing team was let go. #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

Q4: What are some common podcasting mistakes that you see brands make?

“The statistics that matter the most to business podcasters are not going to be on the podcast platforms. The statistics you want are ones that you own, like your website traffic. Some statistics [like audience growth] will be on your podcast host, but most will be on your website in terms of engagement and traffic.” – Lee Judge

Teams often compare their podcast stats and KPIs to shows that are fundamentally different. Avoid this trap by comparing your podcast results to those of a similar show or company at a similar stage as yours. Lee explains each of the below mistakes in detail in the audio recording.

A4.1: Common Podcast Mistake #1 – Comparing business podcast stats to entertainment podcast stats #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A4.2: Common Podcast Mistake #2 – Comparing niche podcasts to broad audience podcasts #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A4.3: Common Podcast Mistake #3 – Comparing your new audience to a podcast that had an audience before it was launched (ie, an email database) #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A4.4: Common Podcast Mistake #4 – Measuring the wrong things – Subscriptions, for example, is a horrible measurement tool for branded podcasts #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

Too many brands start a podcast but fail to sustain it. Create a backlog of episodes before you release your first one to give your team a healthy amount of space to produce new episodes on a consistent basis.

A4: The biggest mistake I see with brand podcasts is releasing the first episode with lots of fanfare, and then going quiet. Often, there are huge gaps in timing between epsiodes too. Both can keep you from finding your audience. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

“December and July are rest and travel months—people are on the road, traveling, exercising—and show spikes in [#podcast] listenership. You don’t want to miss an episode those months.”
– @ALeeJudge #ContentChat

— Alek Irvin (@AlekIrvin) April 10, 2023

You need to invest in quality audio or editing. There are plenty of cost-effective tools and resources, like Shure or Blue Yeti microphones for ideal audio quality.

A4: Not investing in quality audio or editing. You don’t need to spend a *lot* of money, but you need to spend some. If the audio is bad or the editing is sloppy, how will you keep listeners? #ContentChat

— Melanie Graham (@mg_content) April 10, 2023

Lee and his Content Monsta team shared the below presentation to learn more about how business podcasting is different.

Here is a full presentation you can download of how Business Podcasting is Different #ContentChat – https://t.co/xcwKqPzdPW

— ContentMonsta (@ContentMonsta) April 10, 2023

Q5: What are your go-to podcasting tools or resources?

Remember: no tool alone will make your podcast great.

A5: Podcasting Tools Reminder – It’s the wizard, not the wand. No tool will make your podcast great, efficient maybe, great no. #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

Lee and his team use Adobe Audition and Premiere Pro, as well as Riverside FM for recording remote projects, and they consistently research and test new AI-powered tools.

A5.2: Although tools still need skills to use, some of our go-to tools are Adobe Audition, https://t.co/JcTF7B51xz, Premiere Pro, and we are always researching and testing new AI-related content tools like Capsho, Kapwing, Descript, SwellAi and others. #ContentChat

— ContentMonsta (@ContentMonsta) April 10, 2023

Erika and our team use Google Docs to share a show plan with episode guests. We also recommend using a Shure desktop mic for high audio quality.

A5: My must-have tools are Google docs for sharing a show plan with my guest or co-hosts, and a solid microphone. I love my Shure dekstop mic. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

Lee shared in-depth advice about how to properly use your microphone, including how to properly position it and the difference between a dynamic mic and condenser mic. Jump to 25:23 in the recording to hear his advice.

Q6: How can you measure ROI for a B2B podcast?

Focus on audience growth, website engagement, content output, relationships built, and lead generation, not “popular” metrics like the number of subscribers.

A6: To measure the ROI for B2B podcast, your first step is to differentiate between the “popular”, metrics and the “important” metrics. For example – Subscribers is popular, but not important #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A6.2: Key metrics for your B2B podcast should be – Audience growth trend, website engagement, increased content output, relationships built, and lead generation #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A6: Aside from top-level engagement metrics, I also like to look at down-funnel metrics like sales calls or closed deals. How many of these SQLs or customers interacted with a podcast? UTMs and CRM-based forms can help with that. #ContentChat

— Melanie Graham (@mg_content) April 10, 2023

Define your podcast objective to then set a goal that you can measure against.

A6: To measure the ROI of a #B2B podcast, start by defining your objective. Is it talking with prospect guests? Driving traffic to the website? Sales tracked with a promo code? Then set a goal and measure against it. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

Q7: What tips can you share for planning a podcast schedule and keeping the audience needs front-and-center?

Lee recommends you record 3-5 episodes before launching, and then have all recordings done ahead of schedule. This will keep you on track regardless of any inevitable delays.

A7.1: Tips for keeping a podcast schedule – Record 3-5 before launch and then always have recordings done ahead of the schedule – recording gaps will occur. Don’t let them affect release schedule #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A7: It’s helpful to plan out a season of topics and guests in advance, and record in batches, posting at your planned cadence. This makes it more likely you will keep to your topic mix and not have big gaps bewteen episodes. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

Ask your podcast guests questions that your audience needs to know. Conduct social listening and speak with your customer success or sales team to understand the questions your customers often ask.

A7.2: Tips for keeping the audience first – Ask questions to guests that you know your audience needs to know #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

A7.3: Tip #2 for keeping the audience first – Listen to questions that they ask elsewhere and answer them on your podcast #ContentChat

— A. Lee Judge (@ALeeJudge) April 10, 2023

Q8: How can teams repurpose podcast content to extend its value to other channels?

At 36:45 in the recording, Lee walks through the steps you should take to publish and promote your podcast, including why you should embed the audio on a landing page or website, and how to encourage your podcast guests to promote their episode.

It’s easy to repurpose podcast content as blog posts, e-books, social media content, sales collateral, and more. Erika and our team wrote this post that explains how to refresh content to boost its value in new channels and formats.

A8: You can repurpose podcast content as blog posts, e-books, audio/video snippets for social, slides for sales—so many ways to make that content live on after the show. #ContentChat

— Erika Heald | Content Marketer | Writer (@SFerika) April 10, 2023

A8b: You can also easily repurpose for blog content – either full recaps or as a resource for a post. #ContentChat

— Melanie Graham (@mg_content) April 10, 2023

You can video record your podcast, which may be more successful than the audio version.

A8: I’ve repurposed it into video content, which can sometimes be more successful than the audio version! It’s helpful to record video simultaneously (so you’re not using a static image set to audio). #ContentChat

— Melanie Graham (@mg_content) April 10, 2023

Download Lee’s podcast repurposing chart through the link below to get all of his ideas.

A8.1: I have a podcast repurposing chart you can steal that is a full presentation about podcasting for business. #ContentChat Get it here: https://t.co/d1ouFQQCcV

— A. Lee Judge (@ALeeJudge) April 10, 2023

A8.2: Podcasts with video have an even bigger opportunity for repurposing – see the chart in this document #ContentChat – https://t.co/d1ouFQQCcV

— A. Lee Judge (@ALeeJudge) April 10, 2023

Listen to the full recording to hear Erika and Lee discuss how to redirect a podcast audience if the podcast ends especially abruptly, and their recommendations for podcasting platforms that allow you to record and edit in post production.

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