Using a Digital Marketing Agency to Promote a Podcast

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This is a recording about the best way to market your podcast with podcasting pioneers Tim Bourquin, Michael Geoghegan, Jason Van Orden, Wing Yu, and yours truly discussing best practices for using a digital marketing agency to promote a podcast.

It was recorded at a special podcasting panel at the Consumer Electronics Show in Las Vegas.

Insights on Podcast Marketing and Promotions

6:04 – Tim Bourquin introduces himself and panelists Jason Van Orden, author, podcaster, podcast consultant, and host of the website howtocreateapodcast.com; Eric Schwartzman, podcast marketing specialist; Michael Geoghegan, CEO of GigaVox Media and creator of some of the first corporate podcasts and Wing Yu, CEO of FinancialContent.

10:26 – Orden reveals the elements needed to create a successful podcast, including selecting the most effective content and identifying what information to include in the feed.

12:47 – Schwartzman explains how to choose a format and a message that will lend to marketing a podcast that adds a new level of transparency to the marketing mix.

14:56 – Geoghegan talks about the launch of the Disneyland podcast and how to best format a podcast that will appeal to marketing and advertising executives. 

17:40 – Yu discusses best practices for podcasting and producing a podcast that resonates with listeners, produces sales leads, and stimulates word-of-mouth marketing.

19:55 – Geoghegan reveals the reasons behind the failed Starbucks podcast and the significance of creating a podcast that appeals to the listener rather than just the ad agency or a corporate boardroom. 

21:54 – Schwartzman on choosing the most compelling content for a podcast, the pressure on the mainstream media to reach out to audiences already targeted by many social media players, and using electronic media to release information about a brand, such as instructions for product use. 

25:55 – Geoghegan reveals how marketing coaches secure approval from C-level executives to create a podcast.

27:45 – Orden on how to promote a podcast, secure downloads, and give it its legs in the age of new media growth and competition.  30:37 – Orden talks about podcast measurement and the technological limitations of podcasting metrics.  

33:08 – Schwartzman weighs in on the opportunity podcasting creates to influence target audiences that Time Magazine and other mainstream media outlets cannot reach. 

35:29 – Geoghegan on the time commitment, costs, and efforts involved in regularly releasing a podcast.

38:52 – Yu explains how to integrate podcasts into the traditional marketing mix.  

40:43 – Schwartzman recommends leveraging podcasts for a different goal than other social and traditional media tools. 

42:55 – Orden talks about the significance of engaging listeners consistently.

44:16 – Schwartzman explains how to build a loyal audience for your podcast.

45:40 – Yu shares the benefits of advertising on podcasts.

46:58 – Geoghegan on video podcasts versus audio podcasts and the different attractions of both podcasts.

50:05 – Schwartzman talks about the importance of the marketing department’s involvement with the podcasting process and the serious investment of time it takes to market a podcast.

55:48 – Orden reveals how an advertiser should approach a podcaster and the importance of finding one that genuinely believes in your product. 

57:40 – Geoghegan on Grape Radio sells sponsorships to public relations agencies and the care and attention that podcasters give advertisers.

60:04 – Schwartzman offers advice on how to manage expectations for podcasting initiatives.

64:40 – End