The Content Marketing Institute™ says “Useful content should be at the core of your marketing. ...Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
And yet, we know that a marketer’s number one problem is fulfilling the hungry, ravenous marketing monster.
Why it Matters
“More content,” the salespeople yell down into the bowels of the marketing engine room, where marketers try to shovel enough new content into the engine to keep the ship moving.
“We need testimonials,” they plead. “And white papers, case studies, blog entries, and collateral that can be believed.”
There are agencies that exist just to create content, and marketing specialists and even journalists moving from the suffering newspaper industry into content creation. And in all this chaos, there is an indisputable king of content creation - - podcasting.
Podcast recordings are a giant content generation machine for content-hungry companies. An average podcast program of 30 minutes in length will typically contain 3,500 to 5,000 words. This content can be parsed and used in many ways:
- Blog: Use the podcast player, artwork and program description and optionally include the transcript of the program. Reach people digitally. See Dan McDade’s program here.
- Books: Use transcript content for published book material. Publishers and readers love quotes and show guest opinions. Some authors today create their outline and schedule 2-3 guest interviews as podcasts to provide the authenticity from dozens of well-known people and companies. See Revenue Marketing Radio with Debbie Qaqish, author of Rise of the Revenue Marketer.
- Case Studies: Use transcript content and program links in case studies.
- Database Blast: Email podcast and links to your programming for hundreds, if not thousands, of listeners.
- eBooks: Use transcript content in an eBook.
- Guest Sites: Encourage guests to put the artwork, links and player code on their site(s). Especially valuable for authors and consultants. See Dan McDade of PointClear and his ViewPoint Blog, and his use of an interview on SLMA Radio about Who Owns the Pipeline.
- Instructional Material: Gather podcasts with like subjects and use links and transcript material as an instructional/course offer. For instance, programs on marketing automation, CRM, AI, pipeline building, etc.
- Multiple Sites: Of course, you are offering your program on your main site, but you can also use the syndication code on other sites you may own: product specific sites, book sites, speaking sites, LinkedIn corporate listing? Your vendors and sometimes customers can put the syndication code on their sites (they need content also).
- Nurture: Use program links and transcript content in lead nurturing programs
- Press Release: Special guests deserve a press release, don’t you think?
- Syndication Code: Offer syndication codes to friendly sites, consultants, and your vendors to expand your visibility. The “syndication code” is available for most podcast sites. See Matt Heinz’ Sales Pipeline Radio syndicated on the Sales Leakage Consulting website.
- Social Media: Twitter, Facebook, LinkedIn business articles, newsletters, YouTube, Instagram, etc.
- Testimonials: Use show guests’ kind words as testimonials in audio or printed blurbs. Every company struggles to get meaningful testimonials, but when spoken on a podcast the kind customers’ words about your company are better than any written testimonial they may have given you. Customer interviews are the biggest sales aid a salesperson can have.
- White Papers: Use transcript content and program links in white papers. Quoting from customers is a huge credibility builder.
- YouTube: Yes, you can create a YouTube event for a radio/podcast program.
Hear and see Justin Gray of LeadMD: Why Only 13% of Marketing Automation Programs are Successful, on SLMA Radio. This is offered as a podcast (530 listeners) and a YouTube Video (30). Listen to John Golden and Nikolaus Kimla of Pipeliner CRM on the subject: What KPIs do Sales Managers Need to Track? podcast (323 listeners) see them on YouTube (603 views).
- Extract Audio “Short Quotes” from your guests: Quotable content can be used as standalone “programs” or quotes in many forms. This is a short extract: Hear Jill Konrath in 1 minute and 15 seconds Reveal a Defining Moment in Sales, taken from her interview on the 5 Most Important Things Jill Konrath Learned in Business and Life.
Of course, we have only discussed a podcast’s ability to create content as a closing tool. Podcasts also create thought leadership and establish careers. Podcasts open doors to new prospects who are inclined to buy from people they feel they know from the programming. The digital format of podcasts encourages people to listen while driving, exercising, on vacation, walking the cat, relaxing on weekends while golfing and even at work. Now how good is that?
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About the Author
The Funnel Media Group produces live programming for B2B companies that want to produce a podcast but also want a professional sound without hours of editing. Its programs are “live” each week on the Funnel Radio Podcast Channel and then offered as podcasts.